Clean, green and untrue, say dairy ads' foes

By ANNE BESTON

Genetic science? Never heard of it.

That's what the dairy industry wants British consumers to believe, but anti-GM groups say New Zealand's richest industry is telling big fibs.

Greenpeace and the Auckland Anti-GE Coalition say billboards advertising Anchor butter all over Britain are "completely hypocritical".

They depict New Zealand cows grazing on rolling green paddocks above the words: "Modern farming? We're 75 years behind, thank goodness".

Greenpeace campaigner Annette Cotter says: "It just shows the hypocrisy when [the dairy industry] is aggressively promoting genetic engineering for animals and animal feed here in New Zealand."

The agriculture sector has taken a high-profile role in the frantic lobbying effort leading up to the Government's decision on genetic modification due early next week.

Newly formed dairy giant Fonterra has argued that New Zealand must take advantage of genetic technology to keep up with the rest of the world.

Dairy Board external relations manager Neville Martin was happy to admit the British campaign wasn't true.

"Of course it isn't. That's advertising, for heaven's sake," he said.

"Our campaign of cows playing soccer wasn't true either."

The campaign should be viewed "generally", Mr Martin said. It was built around the fact New Zealand cows lived outside in "nice, green paddocks".

The dairy industry had to forge ahead in biotechnology or be swept aside by overseas competitors.

"We don't want to be impeded by restrictions in terms of doing research to develop products that may be introduced down the line. We have a track record in research and science."

The New Zealand dairy industry is the country's biggest single earner.

It is the second time the ads have come under fire. British farmers were angry when the billboards went up during the foot-and-mouth crisis, and accused New Zealand farmers of kicking British farmers when they were down.

Labour and the Alliance have spent three months considering the report of the Royal Commission on Genetic Modification. The decision is expected on Tuesday.

nzherald.co.nz/ge

Report of the Royal Commission on Genetic Modification

GE lessons from Britain

GE links

GE glossary