When you think about New Zealand you probably picture virgin landscapes and white mountains. A place of adventure and challenges for whoever thrives in the great outdoor. But as most part of the world, profits margins are driving our beautiful planet down.
That’s why some of the biggest names in New Zealand have teamed up to form Pure Advantage, a non profit organisation aiming at protecting the environment and restore the country’s responsible image.
Pure Advantage is common sense. As New Zealanders, the environment is a core part of our psyche and is reflected in everything we do, and is expressed through the businesses we create and the products and services, which are unique internationally. People want what we have. However, our environment is taken for granted, pollution is increasing and our reliance on petroleum is increasing
said Jeremy Moon, CEO of Icebreaker, a company that since 1994 develops specialised garments for the outdoor industry. Icebreaker has always been committed to sustainability and ethical manufacturing and sources its merino wool locally from New Zealand’s Southern Alps producers.
Pure Advantage has only been created and has a long way to go to start making significant impacts on the Kiwis economy but it is a breath of fresh air in a world bound by profit margin and exploitation of the resources.
Visit their great website for more information: http://www.pureadvantage.org/
