Just incase you thought NZ's mining plans were going down well in the outside world, check out this scathing assessment of them by the world's largest environmental conservation authority.

Word has it that the creator of the "100% PURE" brand is also decidely peeved that his hard work is getting shat on just 11 years later by a Government that just doesn't get it. The PURE brand was recently valued by KPMG at US$12.6 billion, the 21st most valuable brand in the world.

Best we get out on the streets tomorrow to help save it.