New Zealand risks damaging its “clean, green image” if it allows the commercial release of genetically engineered crops and animals, a survey has shown.

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more


The Otago University survey of 17 major European food distributors suggested that New Zealand should delay the commercial release of GM crops and animals for several years until negative consumer attitudes toward GM foods in Europe die down, reported Dow Jones International News.


The survey was designed to assess whether the commercial release of GE organisms would damage New Zealand’s “clean, green” image and affect demand for its food products, such as fruit and vegetables, in foreign markets.


A two-year moratorium on the commercial release of GM crops in New Zealand is set to end on 29 October.


The survey found no evidence that growing GM crops in a country causes negative perceptions of food from that country.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

However, it found that in certain sectors, such as New Zealand lamb exports, the “clean, green” image is particularly important.


The EU is the biggest buyer of New Zealand lamb, importing 53% of the country’s sheep meat exports.


“The prospect of genetic modification being used in farm animals that produce meat or milk for food received an almost universal highly negative reaction,” the report said. 


“The prospect of genetic modification of pasture plants on which animals are raised for production of meat or milk also received a highly negative reaction,” it added. 

Just Food Excellence Awards - Nominations Closed

Nominations are now closed for the Just Food Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Winning five categories in the 2025 Just Food Excellence Awards, Centric Software is setting the pace for digital transformation in food and FMCG. Explore how its integrated PLM and PXM suite delivers faster launches, smarter compliance and data-driven growth for complex, multi-channel product portfolios.

Discover the Impact