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Tim Mackle
Hoggard says the advertisement is “bullshit”.
“We could eventually win, but the coverage around it is shocking,” he told Rural News.
“There’s a risk we will give it more oxygen.”
The Advertising Standards Authority (ASA) has ruled that Greenpeace’s "dirty dairying" advert did not breach advertising principles.
Both Greenpeace and DairyNZ received embargoed copies of the ruling in December, which said they had until January 23 to appeal the ruling.
DairyNZ chief executive Tim Mackle says it is not happy with the outcome; an appeal will be filed. DairyNZ was behind one of the 12 complaints to the Advertising Standards Authority (ASA) over the ad.
Hoggard says he supported DairyNZ’s appeal.
“It absolutely pissed me off; the advertisement used footage, like sediment erosion in rivers, which has nothing to do with the dairy industry.”
Mackle says while the ASA process risked further legitimising Greenpeace's view of the dairy industry in the eyes of the public, appealing the ad was about doing what was right.
"We don't believe that standing by and allowing these activist groups to pitch messages and stories anyway they like to the public is acceptable.
"We believe it's the right thing to do in this case and that's really based on the good work dairy farmers have done in the last five to seven years around environmental initiatives."
Rather than "admitting defeat" the right thing to do was to point out that this kind of advertising was not appropriate, Mackle said.
He also rejected any claims that it complaining about the ad, the dairy industry was attempting to brush the environmental issues it faced under the carpet.
"We're not covering anything up. That's nonsense. Our issue is with that ad and how it is pitched."
Greenpeace Campaigner, Genevieve Toop said, “What industrial dairy lobbyists don't want the public to focus on is that they are planning a big increase in the number of dairy cows, already at 6 and a half million, which will cause more pollution in our lakes and rivers."
The first major update to the Dairy Cattle Code of Welfare in more than a decade has been released, marking what DairyNZ describes as an important step in ensuring animal welfare standards continue to evolve alongside scientific evidence and on-farm realities.
Federated Farmers says new legislation replacing the Resource Management Act will cut red tape, unlock investment and help grow New Zealand's export-led economy, after the Planning Bill and Natural Environment Bill passed their third reading in Parliament yesterday.
Leading figures from the major political parties will be questioned on their primary sector policies at the Rural Issues Debate at Mystery Creek Events Centre, Hamilton, on 30 September.
OPINION: Well, the silly season is upon us and all us politicians are running around shaking babies and kissing hands, or maybe the other way around.
Will the good times last? That's one of the key issues to come out of the latest Federated Farmers confidence survey.
Federated Farmers says it welcomes Labour's commitment to reviewing the Sharemilking Agreements Act, calling on other major parties to do the same.
For Canterbury dairy farmers Sian Meijer and Rick Wobben, wearable technology has become one of their most valuable on-farm tools - helping manage 1850 cows across an expansive, high-performing dairy operation while improving efficiency, mating outcomes and day-to-day decision making.
Fonterra has unveiled its annual results for the 2026 financial year, posting $27 billion in revenue and close to $20 billion returned to New Zealand farmer owners and unit holders.
The first major update to the Dairy Cattle Code of Welfare in more than a decade has been released, marking what DairyNZ describes as an important step in ensuring animal welfare standards continue to evolve alongside scientific evidence and on-farm realities.
Ravensdown shareholders have elected Jane Montgomery and Kate Acland to the Ravensdown Board for three-year terms, following a closely contested director election.
Federated Farmers says new legislation replacing the Resource Management Act will cut red tape, unlock investment and help grow New Zealand's export-led economy, after the Planning Bill and Natural Environment Bill passed their third reading in Parliament yesterday.
OPINION: It seems Canterbury processor Synlait is still in the doldrums.
OPINION: Get offside with New Zealand First leader Winston Peters at your own peril.
