The Prime Minister is defending the country's clean green tourism image, arguing the 100% Pure slogan doesn't have to be 100% correct.
John Key is challenging the academics that have criticised the country's slogan saying it's not an accurate reflection of New Zealand's environmental state.
He says 100% Pure is a marketing campaign, like "McDonald's; I'm Loving It"
Mr Key is fairly sure that's not the case for everyone, all the time, when they're eating McDonalds.
He contends it's the same with 100% Pure.