Goodnature Marks 20 Years As Global Demand For Kiwi Innovation Grows

Wellington pest-control manufacturer Goodnature is today marking 20 years in business, having exported more than 600,000 traps and helped eliminate over 25 million pests across 60 countries.

The company, founded by conservationists Craig Bond and Robbie Van Dam in 2005, began with a handmade prototype rat trap carried into the Ōrongorongo Valley. When it broke, Bond repaired it with the inside of a biro pen and by dawn, the trap had caught its first rat.

Two decades later, that moment of Kiwi ingenuity has evolved into one of New Zealand’s quiet global success stories. Goodnature now ships 85 per cent of its traps overseas — to Europe, the US, Australia and South America — from its new purpose-built Wellington factory, where its team of 40 produces more than 100,000 traps each year.

Craig Bond says Goodnature’s path has been anything but smooth in an industry that has resisted change for more than a century.

“There have been probably half a dozen times where we’ve come close to turning out the lights,” he says. “We were the first pest-control company in the world to become B Corp certified, and that means constantly choosing the harder road, because impact matters more to us than ease.”

On average, only one in five businesses reaches a 20-year milestone, and CEO Dave Shoemack says survival has required relentless innovation, most notably the company’s move indoors with the Goodnature Smart Mouse Trap.

Dubbed the world’s smartest mousetrap, it marked a shift from outdoor conservation to household pest control. The product has since notched up nearly 100,000 activations worldwide in 12 months, won an iF Design Award, and was recognised by Fast Company as one of the world’s most innovative household products. Goodnature also claimed Fast Company’s 2025 Small But Mighty award, joining brands such as Adobe, Canva and Ralph Lauren.

“For almost two decades, we built traps for the bush and backyards. Moving indoors meant becoming a consumer-goods manufacturer overnight,” Shoemack says. “We invested years - and well into six figures - building a new factory, production lines and our innovation lab. Thankfully, it’s paying off.”

Looking ahead, co-founder Craig Bond says the company’s mission now is to eliminate 100 million pests by 2030, without using toxins.

“We’re not in the business of making traps; we’re in the business of making trappers,” he says. “If we get there, the impact on global biodiversity will be enormous.”

Shoemack says Goodnature will continue to expand globally from its Wellington HQ, with its next product (due in 2026), expected to be its most disruptive yet.

“We love exporting to the world from Wellington. The city’s design culture and engineering talent have been critical to our success, and we can’t wait to grow our impact,” he says.

About Goodnature

Established in 2005, Goodnature is a B Corp-certified pest control company. They believe the world is better off with less pests and less toxins and want to eliminate 100 million pests by 2030. In 2024, they launched the Goodnature Mouse Trap, the first product they’ve designed for inside the home. So far, their traps have killed over 25 million pests globally and wiped out rat populations in four of New Zealand’s most fragile ecosystems. Goodnature is also trusted by some of the world’s toughest conservation groups, including the Nature Conservancy, Predator Free 2050 and the United Nations Development Program. Find out more at www.goodnature.co.nz

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