Twenty years after a challenge from New Zealand’s Department of Conservation (DOC) sparked an idea, Goodnature has grown into a global standard-bearer for toxin-free, humane, and connected pest control. From its base in Wellington, the company designs and manufactures what it calls “the world’s smartest traps”— shipping about 100,000 traps and half a million lures annually, with 85% of production exported to the United States, Europe, Australia, Japan, and South America. 124 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 10
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