EDITOR'S INSIGHT: Experts divided over damage to brand New Zealand

The damage to New Zealand’s brand image abroad in the wake of the Fonterra whey contamination scare has divided the experts.

One view is that it all food exports will be affected through “guilt by association” and it will take extraordinary efforts to restore the country's reputation for high quality products.

The other is that most of the criticism of Fonterra is coming from the government-controlled media in China, where it is a political priority to undermine the credibility of foreign products in sensitive areas.

 

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