In 2002, Fish and Game New Zealand launched arguably one of the most successful environmental campaigns since the anti-nuclear movement which began in the 1950s. The 'Dirty Dairying Campaign' set the agricultural sector on a path to addressing its impact on the environment in a much more public and open forum than had been seen before. Within a generation, farmers have gone from receiving government funded incentives to increased stocking rates, cleared bush and scrub, and applied what we now know to be excessive amounts of fertiliser. They are now faced with the prospect of farming within limits imposed either naturally or by regulation.
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