A business academic says it's time the Government walked its clean, green talk and did its bit for the country's 100% Pure brand.
Professor Juliet Roper of the Institute of Business Research at Waikato University, said the 100% Pure image has evolved to be more than just a tourism slogan; it is invaluable to exporters and gives them a premium in the marketplace.
But she's concerned the Government is championing policies which are detrimental to brand New Zealand.
"Very recently, the Government put up for discussion a suggestion that they would limit the fishing take for recreational fishers but (there was) no mention of revisiting the quotas for commercial fishing," Prof Roper said.
"We've had reports come out very recently about the (poor) quality of our streams and rivers. We should never be in that position, and it's got to be Government driven."
Business took its lead from Government signals, so it needed to lead from the front, she said.
