Today, we launched a hard-hitting ad campaign in Wellington directly targeting Christopher Luxon over his failure to stop imports from farming systems that are illegal in New Zealand. The ads depict the PM with his head buried in the pavement, with the message: “Prime Minister, IGNORING THIS ISN’T KIWI!” and “Tell Luxon, be more Kiwi, less Ostrich.”
New Zealanders have made it clear – they want an end to the cruel farming practices used to produce many of the imported animal products on our supermarket shelves. But Prime Minister Luxon continues to bury his head in the sand on this issue, despite growing pressure from farmers, animal advocates, and the public.
The ads highlight the reality that over 60% of the pig meat sold in New Zealand comes from overseas factories using sow stalls – cages so small that pigs can’t even turn around, which have been banned in this country since 2016.
Executive Director, Marianne Macdonald said:
“The PM has had years, a petition, a Bill in Parliament, economic proof it can work, and 83% public support for a ban on cruel imports. The case for banning these imports has been made – repeatedly. When a government continues to allow imports that couldn’t legally be produced in New Zealand, despite all of that, you have to ask who they’re actually listening to – because it isn’t Kiwis.”
This is an issue that has broad support across New Zealand. Farmers themselves have been demanding action, with the pork industry arguing that the “real damage is happening right now” as they lose market share to cheap, cruelly produced imports. Polling has shown that 83% of New Zealanders support banning imports from animal farming systems that are illegal here.
The campaign also points out that over 50% of liquid egg imports come from countries that still allow battery cages, and that much of our imported wool comes from Australia, where the cruel practice of mulesing is still common.
The Animal Products (Closing the Welfare Gap) Amendment Bill was tabled in May 2025 by Green MP Steve Abel. The bill will enable the Minister to set animal welfare standards for animal products sold in New Zealand. The Minister must make regulations regarding pigs and egg-laying hens within two years of this Bill coming into force.
The ads are timed to put pressure on political parties ahead of the November election, with Macdonald saying,
“Kiwis deserve to know: will parties protect New Zealand’s animal welfare standards, or keep allowing imports from systems we’ve banned as cruel?”
It’s time for the Prime Minister to stop ignoring the overwhelming public support for banning cruel imports. Email Christopher Luxon and tell him to take action on this issue. New Zealand’s values and standards shouldn’t be undermined by cheap, unethical imports.
