Johannesburg - South Africa's hunting industry has set its sights on growing its already booming business and on casting off its negative image. But the industry has an obvious image problem. It struggles to convince the public that shooting individual animals does not threaten species. It costs an average of $22 000 to shoot an adult male lion."I think we need to position our country as a hunting destination much stronger than we do.""The hunting industry contributes substantially to the economy of the country," Environmental Affairs Minister Edna Molewa told a recent conference, calling for more blacks to enter the white-dominated business.But the rate of illegal hunting of some species is such that populations may be under threat.