One of New Zealand's richest women is offering farm workers a reward of up to $30,000 to dob in their bosses for cruelty to animals.
In a rare interview, Kathmandu founder Jan Cameron told TV ONE's Sunday she wants an end to sow stalls and caged chicken farming.
As part of her campaign, she is donating $2 million to animal rights group SAFE.
SAFE's Hans Kriek said his organisation has not previously had the resources to make a difference in their campaign against caged animals.
"[But] Jan is a very rich lady and she is determined to see this campaign win - and she's basically not going to stop funding us until we see that result," he said.
Cameron has an empire employing 10,000 people across Australia in retail. The profits are being used to fund Cameron's causes, including the money earmarked to fight factory farming in New Zealand.
Cameron said rewards of up to $30,000 will be available to farming whistleblowers. The amount will depend on the legal or animal welfare outcome achieved by the information brought forward.
However, Cameron believes the money will not be what influences employees to "dob in" their boss.
"I think fundamentally the whistleblowers aren't going to be hugely influenced by a reward. I think it's going to be their conscience, their feeling. I think that's their prime motivation."
She said the reward is to help out those who lose their jobs as a result of their actions.
Pork Board CEO Sam McIvor rejects accusations of cruelty in the industry.
"We don't think [the bounty] is required," he said.
"At the end of the day, farmers have openly offered to be audited, and that's independently, and that's because they want to prove to consumers that they're looking after their pigs."
McIvor said the New Zealand industry's independent welfare audit is supported by a label "which gives consumers the assurance that if they're buying New Zealand pork, then the pigs will have passed the audit".
But Cameron does not accept that. She said her $2 million donation is "just the beginning" of her crusade.
"We're prepared to do what it takes to bring about the change," she said.
"This isn't a power trip. It's about positive change for the animals."
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