Fonterra farmers who haven't met industry environmental standards won't have their milk collected next season, says Federated Farmers Dairy chairman Willy Leferink.

That's how serious the industry is about environmental issues says Willy, who is responding to a survey by Fish and Game.

According to the survey about 70 per cent of the 3100 people questioned believe dairy farming expansion has made water quality worse than it was 20 years ago – and more than one-third think the country is too reliant on the dairy industry.

More than half believe dairying's poor performance is affecting New Zealand's global reputation and brand, and nearly 90 per cent support waterway polluters being made accountable for their restoration.

In response, Willy says farmers recognise any future dairy investment should be totally sustainable, and put in a lot of work and investment to make it work.

Pressure is going on farmers who are not complying with regulations, and farmers are working closely with councils to comply with regulations and meet new plans, says Willy.

'Fonterra farmers have fenced 22,000 kilometres of waterways and that's GPS-mapped. Depending on how much riparian planting and maintenance is included, that's $100-200 million right there.

Willy says this sum is dwarfed by irrigation infrastructure 'which is an environmental good because it is efficient water use”.

'Then you've got farm effluent systems recycling cow wee and poo as liquid fertiliser.”

'Those two items would represent billions over the past 10-15 years, as the average effluent system is about the same cost as a house in Otago.

Willy says while Federated Farmers respects the results and can learn from every survey, he thinks this one is 'a bit unbalanced”.

'We are happy to work with Bryce [Fish and Game chief executive Bryce Johnson] but it has to be constructive; and I don't like people throwing rocks from the side-line. We prefer to work with people on the side-line.

DairyNZ chief executive Dr Tim Mackle says dairy farmers have boosted their environmental investment by 61 per cent this season, to $11 million per year through their levy contribution to DairyNZ, and are taking their responsibilities seriously.

It is not surprising the survey painted a negative picture of public attitudes to dairy farming, as the survey work was not particularly rigorous, says Tim.

'They are playing politics in an election year; and dairy farmers are the convenient football to kick around.

'I think New Zealanders understand that dairying is important to the success of the New Zealand economy, and that dairy farmers are an important part of our community.

'They just want to see the industry acting responsibly and managing its impact.”

Fonterra dairy farmers have spent about $100m to $200m on fencing 22,000 kilometres of waterways around the country, at a cost of about $5000 to $10,000 a kilometre.

Farmers are paying $50,000 to $250,000 to upgrade their effluent systems, plus $3m on nutrient management plans, and $16.5m on consultants to advise them on these plans. Many have also planted trees and created wetlands on their farms.

Through DairyNZ, farmers have partnered with councils on more than $4.2m worth of projects last year, including $1m with Environment Canterbury and $100,000 with the West Coast Regional Council.

IrrigationNZ chief executive Andrew Curtis says while he agrees with some of the survey results, he think it has chosen to focus on the negative, with only a minority of Kiwis holding views reflecting a desire for no more dairy development.

Andrew says 71 per cent of Kiwis questioned for an independent poll, commissioned by IrrigationNZ this year, supported irrigation as long as it is sustainable.