for the return of kiwi near the city.“When trapping is done well, you hear it — kiwi calls are back,” Shoemack says. • NTD (Napier Tool & Die) — A 14–15 year plastics partner deeply embedded in product improvement and supply reliability. • Gallagher — The NZ ag-tech leader (famed for electric fencing) is Goodnature’s largest investor and a global distribution partner.“We’ve learned from their scale and structure; they’ve learned from our speed and entrepreneurial muscle,” Shoemack says. MEASURING IMPACT: CARBON AND BIODIVERSITY Goodnature currently tracks operational carbon and is preparing to expand to full product lifecycle metrics — materials, suppliers, logistics — in step with evolving B Corp requirements and EU expectations. “We’ve known it’s coming,” Shoemack says.“The next audit will go deeper, end-to-end.” At the same time, the company is explicit about the biodiversity side of the ledger. Its north star is not units shipped but pests removed humanely and habitats protected. “Our vision is 100 million smart kills by 2030,” Shoemack says. “On our current run rate we’d hit 30–40 million — so we need to lift our game. If we do, the biodiversity impact is massive.” MANUFACTURING AT HOME, COMPETING EVERYWHERE Goodnature builds every trap in Wellington—a choice that tightens QA and speeds iteration. It also demands sharp logistics and continuous improvement. B Corp’s frameworks have informed how the company sets up lines, powers facilities, and selects energy. “We’re a physical manufacturer in a world where many impact firms are purely digital,” Shoemack says. “We like the accountability that comes with that.” THE NEXT FIVE YEARS: SCALE, ACCESS, INTELLIGENCE Goodnature’s growth plan hinges on three levers: 1. Scale the platform • Expand consumer and professional adoption in key markets. • Maintain Class-A humane and toxin-free standards as table stakes. 2. Broaden access • Keep the super-premium tier but explore configurations that make smart, humane control accessible to a wider audience — without compromising ethics or performance. 3. Elevate customer experience • Deliver seamless, smart pest control through intuitive setup, real-time insights, and 130 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 10
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