The National Business Review (NBR) has released an investigative report into Dick Hubbard's business practice, religion and his policies for the Auckland mayoralty race.
And Hubbard claims the articles contains "half truths, mistruths and false representations".
However NBR investigative journalist Jock Anderson disagrees and believes Hubbard is not the most appropriate mayoral candidate.
"Our investigations would very very strongly suggest that Hubbard does not have the spine, the business acumen, the political experience, and really the thick skin and the drive to be mayor of Auckland," says Anderson.
"In our view, Dick Hubbard is not up to it." And John Banks is? "Um, can't think of anyone else," says Anderson.
The NBR says it's not taking sides in Auckland's mayoral race.
But Hubbard says it's a hatchet job - designed to discredit him.
"That's gutter journalism, and you just don't expect that of a business publication such as the National Business Review," says Hubbard.
"This increases my determination to be the mayor that Auckland wants, needs and deserves," says Hubbard.
The NBR's front page follows this week's face-to-face debate on TV One, where Hubbard was questioned about filing sustainable business reports.
He said on TV One that he had filed a business report in 2001 and 2002. The NBR says Hubbard Foods has only filed one report, but the cereal maker says his words were taken out of context.
"So in the heat of the TV debate I said 2001, 2002. I did not mean that I had done one in 2001 and 2002."
The NBR says his reputation as a benevolent employer taking staff on holiday to Samoa is misleading.
"He is a low payer. He narrowly averted a strike earlier this week at his factory. His business isn't as successful financially as one might think it is," says Anderson.
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