Chris Morrison of Te Mata Garlic is facing serious allegations of spreading misinformation, bullying, and racially attacking smaller domestic producers on social media.
The dispute has largely started on the Garlic Gurus NZ Facebook page, where growers and industry stakeholders discuss various issues related to garlic cultivation. According to reports, Chris Morrison falsely declared to have been assigned by the Ministry for Primary Industries (MPI) and other industry organisations to gather data on growers as part of an “industry investigation” regarding an allium white rot (AWR) outbreak.
However, MPI has denied conducting any investigation.
Morrison also posted a comment on an international garlic Facebook page saying that there had been a “massive white rot outbreak in the South Island.”
A domestic garlic grower from Queenstown named Megan Palmer reported that Morrison accused Otago-based garlic growers of spreading AWR.
Morrison’s behaviour allegedly escalated to personal attacks after his claims were challenged. Palmer said Morrison sent her abusive messages, calling her a “Chinese troll” who was planting in disease-infected areas he dubbed “Little Wuhan.”
“He started sending really abusive messages to me, basically saying I didn’t know what on earth I was talking about,” Palmer said.
“Essentially he’s continued up until recently, jumping on people’s posts, but he’s used that to cynically promote his business as white rot-free.”
Palmer reported Morrison for “hate speech” on Facebook. She also complained to the Commerce Commission about Morrison’s behaviour but the Commission chose not to pursue an investigation.
Rachel Cullen, another domestic grower from South Otago, shared her experience of being targeted by Morrison after she suspected white rot had infected some of her garlic beds. Despite her efforts to seek advice and share information, Morrison became hostile towards her, using aggressive language and questioning her gardening practices.
“He’s a bully. I think he was using that [social media page] as a method of advertising and pushing his own agenda. He was looking for posts to jump on and to use as a marketing thing to scare people into buying stock off him,” Cullen said.
John Murphy, chairman of Vegetables NZ and a garlic grower, stated that there was no significant AWR outbreak in New Zealand.
This situation is likely to have significant implications for advertising and the reputation of the garlic industry. Morrison’s tactics, which some perceive as aggressive marketing, may backfire by alienating potential customers and damaging the trust that consumers place in New Zealand garlic producers.
The Advertising Standards Authority (ASA) has guidelines in place regarding proper advertising, saying promotions and statements about a product should not be misleading or deceptive, and they should not contain false content. In the context of the garlic industry, this means that growers should refrain from making unsubstantiated claims about the presence of diseases or the quality of their products.