The rodeo industry is pushing back against protestors who claim the sport is cruel to animals.
Over 100 people gathered to protest the Auckland Warkworth Rodeo on Monday, calling on the Government to ban the sport.
However, the Rodeo and Cowboys Association is disappointed the sport's being targeted. Spokesperson Michael Laws says there is no substance to claims of animal cruelty.
"We don't any introduce any practices that induce anything that we consider that will harm or injure the animals.
"We're trying to provide family-friendly entertainment - there's no entertainment in injuring, or in any way mistreating animals.
"The treatment of animals is paramount for us."
A parliamentary investigation in 2016 was satisfied rodeo in New Zealand is both professional and humane.
"We know we're on very solid ground, but these animal activists still continue to misrepresent, to lie, to fabricate videos, and we've had enough," Mr Laws said.
"We are disheartened that a group of people should so misrepresent and malign us.
"We feel that every rodeo member and supporter is being characterised in an inappropriate and inaccurate way, and those lies should stop."
Mr Laws says rodeo events are strongly monitored, with vets, MPI officers and usually SPCA on site.
More rodeos are planned in Whangarei, Waikato, Christchurch and Wellington.