Pure Advantage

Pure Advantage investigates and promotes opportunities for green growth in New Zealand

We produce solutions-focused content aimed at improving New Zealand’s environmental, economic and social performance.

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Pure Advantage

Pure Advantage investigates and promotes opportunities for green growth in New Zealand

Our targeted research promotes uptake of cutting-edge theory and practice and encourages new partnerships and ventures.

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Pure Advantage

Pure Advantage investigates and promotes opportunities for green growth in New Zealand

We play a lead facilitation role in a range of campaigns and discussions that articulate New Zealand’s key advantages in the transition towards net zero.

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Recent Content

Realising New Zealand’s Circular Economy Opportunity

The transition to a circular economy offers significant economic and environmental benefits for New Zealand.  Recent research looking at the potential of moving to a circular economy in Auckland, New Zealand’s largest city, highlights substantial benefits if circular economy principles and practices were fully embraced. The research, undertaken by the economic consultancy Sapere, on behalf of the...

Farming For Resilience

Short interval, higher intensity grazing on taller mixed grass paddocks

This is the final article in a three-part series on ‘regrooving’ NZ agriculture. In my first article, I focused on the links between flavour and nutrient density in the foods we produce: soil microbes and minerals make for more plant flavour compounds and vitamins in our food. In the second piece I discussed the effects of our paradigm regarding fertilisers and agrichemical choices: how changing...

The Interwoven World | Te Ao i Whiria

It’s two years now since the launch of Our Forest Future, where I called for 1.3 million hectares of new forest planting for a greener, more climate-aligned economy. A lot has changed since then, which I’ll come to soon, but first I want to talk about a lesson I’ve learned. In Aotearoa New Zealand, many of us see forests as a binary choice. It’s either native conservation forests, managed under...

Why Waste Water?

Future cities could process biosolids and wastewater in very different ways. What happens to the water that gurgles down your shower drain? For many people it disappears out of sight and out of mind, but not for civil engineers, town planners or those working in wastewater treatment. They are busy maintaining the intricate infrastructure that takes care of your wastewater so you don’t have to...

E-Waste can help kickstart New Zealand’s Circular Economy

Fifty million tonnes of computers, mobile phones and other electronics will be disposed of around the world this year, most of which will end up in landfill. Not only is this destructive to the environment, but it wastes valuable metals such as gold, copper and rare earths. The metallic value of the 95,000 tonnes of e-waste generated by New Zealanders each year is worth over NZ $100 million. A...

Wasteminz – Govt. Action Needed to Avert Waste Crises

The New Zealand recycling sector is in crises. Today the Rebooting Recycling discussion paper calls on Associate Environment Minister Eugenie Sage to take urgent action to find solutions and create a circular economy in Aotearoa. The paper outlines a range of both short and long-term actions the Government should consider. Why do we have a recycling crisis? The market for recycled materials has...

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