SAFE ad: NZ dairy 'contaminated with cruelty'

SAFE ad: NZ dairy 'contaminated with cruelty'

Animal rights group SAFE has taken its campaign against the New Zealand dairy industry international, by taking an ad out in British newspaper The Guardian.

Federated Farmers says that could damage New Zealand's reputation and economy.

Dairy section chair Andrew Hoggard maintains the behaviour shown in footage captured by SAFE doesn't reflect the whole industry.

He says the anti-dairy campaign could do major damage to the economy and the livelihood of thousands of farmers.

Primary Industries Minister Nathan Guy says he doesn't know how much of an impact it'll have on the industry, but says it's still a bad move by the animal rights group.

But SAFE is standing by its decision.

It says it's not planning more international ads, saying it now wants a truce with farmers. But with 1 million people reading each issue of The Guardian alone, how far reaching the impact of this ad campaign will be is still not certain.

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