Geoff Ross, founder of vodka maker 42 Below, explains the thinking behind the Pure Advantage campaign, launched last week to persuade New Zealand that “green growth” is the best way (some might say the only credible way) for the NZ economy to develop [Herald, Stuff]. Pure Advantage is the brainchild of a group of NZ business leaders, convinced that NZ’s existing reputation as (relatively) clean and green place can be leveraged to give the country an advantage as the world moves to embrace “green growth” — something already worth, they say, $6 trillion a year worldwide.