Kiwi Eco Products Firm Set For Rapid Trans-Tasman Expansion

A New Zealand eco-friendly cleaning product manufacturer is set for rapid trans-Tasman expansion as it launches new product ranges to its Australian customer base of over 100,000 customers and secures new nationwide retail distribution agreements in the domestic market.

Christchurch-based manufacturer Forsana has signed a new agreement with rural supply firm Farmlands that will give thousands of Kiwi farmers greater access to tank water treatment, expanding the availability of environmentally safer water purification products into remote areas.

In an additional supply deal, the company will also have its water tank treatment products ranged in Mitre 10 stores throughout New Zealand as it capitalises on growing international demand for more sustainable household and plant-care products.

Research shows the global natural household cleaners market is projected to grow at 8.5% annually over the next five years, reaching almost US$13 billion by 2030.1

Forsana, which has established a presence in over 600 retailers across New Zealand, including supermarkets, pharmacy chains and hardware stores for its hydrogen peroxide-based cleaning and water purification products, will launch its range into more than 80 Farmlands stores nationwide in early April, targeting rural and lifestyle property owners who rely on tank water systems and environmentally safe cleaning agents.

New contracts will see the company grow the number of retail doors by over 100 and increase production of its range by hundreds of thousands of litres over the next five years.

Dan Hawke, co-founder of Forsana, says hydrogen peroxide is a compound that breaks down into water and oxygen, leaving no toxic residue.

“First developed over two centuries ago, hydrogen peroxide was originally used as a disinfectant during the World Wars.

“In recent years the use case for the product has widened significantly and outside of household cleaning and water treatment applications, one of our fastest growing markets is plant care - helping to combat fungal infections and pests and promoting healthier root growth, seed germination and sterilising the soil.

“We have been working with an offshore company that has found a way to incorporate ionised silver into the formula. This process has helped to stabilise the solution, preventing it from degrading as quickly as standard hydrogen peroxide does resulting in a significantly more effective and longer-lasting disinfectant,” he says.

Hawke says their sales volumes have increased significantly in the past two years, driven by a rapid increase in their domestic bricks and mortar presence and a trans-Tasman e-commerce channel that has delivered to over 100,000 customers.

He says heightened regulatory pressures, such as bans on phosphates and other harmful chemicals, are forcing manufacturers to move towards safer alternatives.

Hawke says consumer preferences are also shifting towards non-toxic, biodegradable products that promise both effective cleaning and a reduced environmental impact.

“The hydroponics sector is growing rapidly, and we believe our sustainable solutions are well positioned to meet market needs. Once we have established ourselves further in Australia, we want to expand into Asia and North America.

“In New Zealand, the product is approved as a hospital-grade disinfectant and has been widely used across various industries, from healthcare to food processing.

“However, in Australia, the regulatory process is more complex, requiring additional approvals before we can market it as a disinfectant. We’re currently working through these requirements to ensure full compliance, which will allow us to expand our retail and commercial presence there,” he says.

Hawke says Forsana has been entirely bootstrapped to date and remains self-funded, having achieved profitability from the outset.

“At the moment, we’re actively pursuing distribution partners and well-aligned investment opportunities.

“We’re particularly keen to establish partnerships with larger organisations - such as garden centre chains or major retail groups - that can help expand our reach beyond the current network of predominantly independent retailers,” he says.

For more information, visit https://forsana.com/

1 Natural Household Cleaners Market Size, Share & Trends Analysis Report, 2025 - 2030. (n.d.). https://www.grandviewresearch.com/industry-analysis/natural-household-cleaners-market

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