With a reported profit margin of around 200 per cent, the temptation to sell synthetic cannabis - despite the health dangers it poses - is proving too enticing for some shopkeepers.
Products like K2 and others are legal (just like those other potentially dangerous substances, alcohol and tobacco), so the dairy owners are committing no crime.
However, with side effects that include violence, anxiety, psychosis, kidney failure - and even one reported heart attack - they may care to reconsider the morality of such a trade.
In Christchurch, police got pro-active and decided to get people to consider the morality of doing their shopping at such stores. The police campaign appealed for the community to support dairies displaying signs saying: "We choose not to sell synthetic cannabis".
In Bulls, Constable Dave Fraser reports "a quiet boycott by locals" who won't buy from a shop that sells the stuff, and in Gisborne parents are urging shoppers to stay away from similar outlets.