The refreshed National Policy Statement for Freshwater Management increases the pressure on farmers to improve their nutrient management.
It has put up provocative billboards on arterial roads around the country in time for the summer.
The no-frills billboards targeting fertiliser co-ops read: ‘Ravensdown and Ballance pollute rivers. #TooManyCows’.
Two of the billboards are a stone’s throw from the Ravensdown headquarters in Christchurch and Ballance’s in Mount Maunganui.