Challenging a place myth: New Zealand's clean green image meets the biotechnology revolution

The 'clean green image' of New Zealand is a well-known example of what has been called a 'place myth'. But more recently, emerging alongside this place myth is an image that the government is trying to co-create of New Zealand as an innovator in biotechnology. In nationwide focus groups, whilst a matter of pride, participants typically saw this clean green myth as a temporally distant utopia. However, when considered alongside the futures proposed by biotechnology, clean green New Zealand was mobilized into the present moment to defend a general reluctance to take up these practices. Alternately, some participants saw the possibility for co-evolution of the place myths, with biotechnology enabling the re-construction of a 'picture-perfect', clean green country.