Mike King sits on Close Up and swears that he’d never heard of the issue of sow stalls in the pig industry. And he was for seven years a front person for the pork industry.
Mike’s flirt with the animal liberationists raises a couple of questions: what was his “mate” saying to Mike when he was taking the Pork Board’s dollars for promoting their products and his profile; and, more importantly, what obligations do such front people have to do their own due diligence, and ask some “what ifs”?
As sad as it is, celebrities do have credibility with consumers, and businesses and the celebs themselves trade on this. We’ve seen it with finance companies in very stark relief, only for them to turn around and say: “we were let down as well”.
Some events may be beyond the control of the person fronting for an industry or a product, but in my view not the matter of how pigs are raised in New Zealand. “I didn’t know” just doesn’t wash either for Mike King or the Minister of Agriculture. Where have they been over many years when intensive farming issues have been examined and stunts like the one we saw on TV1 are pulled, time and time again?
When endorsements are arranged, there must be clarity about “roles and responsibilities” on both sides. This should also include the period after which the paid contract ceases. As we’ve seen, it is all too easy for these celebs to bag the piper once they have stopped paying for their tune.