Most of us Kiwis know that the environmental certification of our hoki fishery is a great con. It's got one of the worst environmental track records, killing hundreds of seabirds and fur seals every year and using destructive bottom trawl gear in the process.
Some months ago the New York Times open the world's eyes to this spin - you may have heard about it. As a result, the Seafood Industry Council, the Ministry of Fisheries and even the Minister himself came out guns blazing to protect our dear fishery and it's wonderful reputation (ahem).
In doing so, some very novel (are dare I say incredibly naughty) tactics were deployed. The following article cites some extreme new strategies employed by the fishing industry council. It just shows the depths to which they are prepared to sink inorder to continue this scandalous public con:
http://www.niemanlab.org/2009/11/new-public-relations-beating-back-bad-press-with-google-adwords/
NZ hoki is ranked a species to avoid on F & B's Best Fish Guide:
http://www.forestandbird.org.nz/what-we-do/publications/-best-fish-guide-/hoki
Interestingly, this very same industry council employed another naughty tactic against this eye opening consumer guide - they bought the url 'bestfishguide.com'. Rather conveniently this links to their "Great Fish Guide" - a consumer guide on how best to eat fish, including recipies and .... more spin: "It's it's from Aotearoa, then it's sustainable"
Where's that damned Tui billboard when you need it?!!