The New Zealand dairy industry faces political and commercial pressure to improve its environmental performance on the one hand while maintaining economic efficiency and commercial competitiveness in a global marketplace on the other. The growing scale and intensity of dairy production have caused significant cumulative environmental impacts. Productivist constructions of environmental improvement by the industry are an example of ecological modernisation by a large international agri-food organisation in the face of global trade competition and domestic political pressures. This paper explores the productivist constructions of environmental management by the New Zealand dairy industry in the context of global economic competition and notes an alternative response inspired by an ethic of sustainability. It suggests that despite global pressures of economic competition it is possible to incorporate non-material values into farm management provided these are recognised and rewarded.