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Pure Advantage commissions and solicits content – articles and thought leader pieces – to be published on its media platform and shared across other media. This content investigates, communicates and encourages debate around business-focused opportunities that will improve New Zealand’s future green economic growth and social and environmental performance.

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Taking Regenerative Agricultural Produce to Market with David Crutchley

How origin tracing can instil consumer confidence in regeneratively produced foods When David Crutchley markets his lamb to international buyers, it’s the story of his biologically managed, soil-regenerating, lush green pastures that first hooks them. But once they taste his product, they are sold.  David’s company Provenance Meat is an award winning supplier of high quality lamb to international...

Electrification of our economy will deliver profound benefits for consumers, jobs and climate – but we need a plan and fast

New Zealand faces a unique opportunity to transform our economy through using our renewable electricity resources to replace fossil fuels. The benefits of electrification promise to be profound for consumers; for jobs and our economy; and for our climate The question is, asks Transpower CEO Alison Andrew, are we ready and do we have a plan? Over the last two-and-a-half years, Transpower, as the...

Sheep Included in Regenerative Agriculture

When Geoff Ross bought Lake Hawea Station in 2018, he said he wanted to be a changemaker and farm for the environment. Meanwhile, on the other side of the world, Edzard van der Wyck was about to launch a carbon-negative merino knitwear brand aimed at setting a new red line for sustainable fashion. Now the pair have struck up a supply partnership that should help both achieve their goals.   Ross...

Unexpected Reactions

First forays into the world of emerging contaminants Less than two years ago, before our attention was taken up by a global pandemic and recession, we were on a quest to rid New Zealand of single-use plastic. Micro-plastics were our common invisible enemy, now superseded by a virus. Every self-respecting café sold keep cups, restaurants on Wellington’s waterfront pledged to eliminate plastic...

Regenerative Agriculture and Food Waste

Regenerative agriculture has become a hot topic in New Zealand. At its core, regenerative agriculture is about shifting from a carbon intensive food system to a regenerative, carbon-negative food system.  While a number of definitions exist, the common focus seems to be on farming principles and practices that increase biodiversity, enrich soils, improve water quality and enhance ecosystem...

Discovering New Zealand Agriculture One Conversation at a Time

How times have changed, last May I left Farmers Business Network, an Ag Tech start-up company in the U.S., to explore agriculture systems in other parts of the world. I was initially drawn to New Zealand by the lore of the clean green open spaces and a curiosity to spend time on the idyllic farmland I had only seen on postcards. Now for family reasons and the COVID-19 pandemic, I am back in the U...


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