“We’ve been toxin-free from day one,” says CEO Dave Shoemack. “Every trap meets the A-class humane certification standard’.The mission is simple: take a very old, very harmful problem and solve it in a modern, ethical way.” ORIGINS: A CONSERVATION PROBLEM, AN ENGINEERING ANSWER Goodnature’s founding brief came straight from the field. DOC asked whether a self-resetting, low-touch trap could help protect vulnerable ecosystems on remote islands and hard-to-service landscapes. The result was the company’s cornerstone product, the A24: a gas-powered, auto-reset trap and six-month gas canister that can humanely dispatch up to 24 rodents before re-servicing. “It was a game-changer for conservation,” Shoemack notes. “You can set it where there are effectively no people, and it keeps working until you can get back to it.” The same reliability proved valuable to farmers, business owners, lifestyle blocks—and, increasingly, urban consumers who want efficiency without poison or mess. THE B CORP LENS: PURPOSE, AUDITED Goodnature was the first pest-control company in the world to achieve B Corp certification — a badge the team treats as a running audit, not a trophy. “It’s hard to earn and harder to keep, especially if you manufacture and ship globally,” Shoemack says. “B Corp gives us a helicopter view of what ‘good business’ looks like and forces evidence across the board.” That discipline has sharpened practices in supplier engagement (“pushing partners to lift their game”), premises (a recent move to a more efficient head office and production site), wellbeing (formal wellbeing days and supports), governance (diversity at board level), and community impact (time, training, and product donations). Among its give-back programs is Cahoot: for every trap a community group purchases, Goodnature donates one — and pairs the hardware with field expertise to maximize results. “It’s about doubling impact and making sure the gear is used well,” Shoemack says. CULTURE BY DESIGN: TRAILBLAZERS, DEAD SIMPLE, STRAIGHT UP With a core team of ~40 in Wellington, Goodnature runs on three values: • Trailblazers — push the boundaries in every function, not just R&D. 125 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 10 GOODNATURE
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