Dr Tim Mackle says so far there has been a "fantastic" response to DairyNZ's The Vision is Clear campaign.
DairyNZ's chief executive spoke to The Country Early Edition's Rowena Duncum about the new initiative, which encourages all Kiwis to take care of waterways.
Mackle says The Vision is Clear is about everyone, not just farmers, although, "we know milk production does have environmental impacts ... we've still got more work to do."
Listen below:
Mackle hopes the campaign will raise awareness of what everyday Kiwis can do to help improve water quality.
"I think this is really exciting where this could go."
Also in today's interview: Dr Tim Mackle talks about Fonterra's initiative Open Gates.