You may be familiar with the 100% Pure New Zealand campaign – videos and images of majestic mountains, crystal blue waters and rolling green hills invite you to discover “a place that will forever keep you under its spell”. But what is this magical place? It is New Zealand, the land that is “100% Pure”.
If you’re anything like me you’ve already booked your plane and packed your bags – you are convinced about this magical land, an environmentalist’s dream. But is New Zealand truly 100% Pure?