What Goodnature does

Goodnature is a privately held New Zealand-based designer and manufacturer of self-resetting, toxin-free rodent traps, founded in 2005 in Wellington by Robbie van Dam and Craig Bond. Its core technology is a proprietary CO2-powered striking mechanism capable of up to 18 kills per cylinder before requiring refill, which automatically resets after each strike and is built into A-Class Humane certified, weatherproof hardware manufactured in New Zealand. The product line includes the Mouse Trap (with rechargeable battery and Bluetooth notification), Rat Trap, and bundled Trap Kits, plus consumable supplies (lures) and accessories; the line was recently extended to the TerraTrap GS, a ground-squirrel variant recognized as a Top-10 New Product at the 2026 World Ag Expo.

The company operates a hybrid go-to-market: direct-to-consumer e-commerce via goodnature.co.nz with a 60-day satisfaction guarantee, paired with channel partnerships — most notably Automatic Trap Company, which serves as the North American distributor and master reseller of Goodnature-powered TerraTrap products. Customer segments span individual homeowners, agricultural and land-management operators (e.g., Santa Barbara Airport deployed TerraTrap GS against California ground squirrels), and conservation/rewilding organizations protecting critically endangered species. Goodnature reports more than 500,000 trap deployments across homes, farms, forests, and conservation sites globally, holds B Corp certification, and sells through its own storefront plus regional distributors into New Zealand, Australia, and the United States. Revenue derives from one-time hardware sales plus ongoing consumables, with no subscription or licensing revenue disclosed; the company's R&D has been supported by two small Callaghan Innovation grants (NZ$12,397 in 2021 and NZ$15,392 in 2023) rather than institutional venture capital.

Name

Goodnature

Legal name

Goodnature

Website

https://goodnature.co.nz

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodnature designs and manufactures self-resetting, toxin-free CO2-powered rodent traps in New Zealand, serving homeowners, farmers, and conservation organizations across Oceania and North America via direct e-commerce and channel partnerships.

Ownership category

akta.pro rank

Product category

Pest Control Devices

akta.pro primary industry

Rodent Control Products (Baits, Traps, Stations) (CRAJAHAF)

akta.pro secondary industries

Mouse & Rat Control (Trapping/Baiting) (HSAMACAA), Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ), Natural/Green Pest Control Products (CRAJAHAK)

Keywords

• Toxin-free pest traps
• Self-resetting rodent control
• Humane animal traps
• Biodiversity pest management
• CO2-powered traps

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Hardware Product Sales: Goodnature generates revenue primarily through the sale of physical traps and related products, including mouse traps, rat traps, trap kits, supplies, and accessories. Products are sold directly via their e-commerce storefront and through channel partners such as Automatic Trap Company.
2. Distribution/Reseller Revenue: Revenue is generated through distribution partnerships where third-party distributors like Automatic Trap Company resell Goodnature products in regional markets, including North America.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Goodnature designs and manufactures self-resetting, CO2-powered rodent traps that are 100% toxin-free, A-Class Humane certified, and built in New Zealand from tough weatherproof materials. Its product range includes the Mouse Trap (rechargeable battery with Bluetooth strike notification), Rat Trap, Trap Kits, plus Supplies and Accessories for residential, agricultural, and conservation applications.

Product overview

Goodnature offers a portfolio of self-resetting, toxin-free rodent traps powered by CO₂ mechanisms. The core product line includes the Mouse Trap (with rechargeable battery and Bluetooth notification), Rat Trap, and Trap Kits. Supporting offerings include Supplies (lures, consumables) and Accessories. All traps are designed for self-resetting operation over years of use, targeting mice, rats, and larger rodents like ground squirrels and tree squirrels across residential, agricultural, and ecological conservation applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Mouse Trap A self-resetting mouse trap powered by a rechargeable battery that keeps the trap live and ready to strike for months, with Bluetooth notification alerting the user when it is time to clear the trap. Designed for residential/homeowners and small-business consumers seeking toxin-free rodent control.
• Rat Trap A self-resetting trap designed for rat control using Goodnature's toxin-free, CO2-powered mechanism; part of the trap kit offerings used by homeowners, farmers, and conservationists.
• Trap Kits Bundled trap packages that include Goodnature's self-resetting, CO2-powered traps for rodent control across forest, farm, backyard, and home environments.
• Supplies Replacement and consumable supplies (such as lures) for maintaining Goodnature traps and keeping them operational over years of use.
• Accessories Additional accessories supporting Goodnature trap deployment, mounting, and maintenance.
• TerraTrap GS (Ground Squirrel Trap) A ground-squirrel-specific variant powered by Goodnature's self-resetting CO2 mechanism, capable of up to 18 strikes per cylinder; designed for agricultural and land-management deployment such as at airports and farms.

Quantifiable outcome

• TerraTrap GS cleared California ground squirrel population at Santa Barbara Airport within three months
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Automatic Trap CompanycoreChannel Partner/ Reseller/ DistributorAutomatic Trap Company (ATC) is the North American distributor of Goodnature trapping technology. ATC markets and sells the TerraTrap GS kit and other Goodnature-powered products across North America, positioning itself as the leading poison-free rodent control solution provider in the region. ATC highlighted the TerraTrap GS at the 2026 World Ag Expo where it won a Top-10 New Product award.
• B Corp CertificationminorOthersGoodnature holds B Corp certification, demonstrating the company's commitment to meeting high standards of social and environmental performance, transparency, and accountability.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Others

• Critterfence: US-based wildlife and pest exclusion hardware provider selling fencing, repellents, and trapping accessories. Relevant as an adjacent ecosystem participant that competes for consumer and property-owner rodent-control dollars.

Broad incumbents

• Terminix: Leading US pest control services provider covering rodents, insects, and wildlife. Comparable to Goodnature in addressing homeowner rodent concerns, but delivering through a service model rather than hardware.
• Havahart: A Woodstream brand specializing in live and humane animal traps, addressing the same humane-pest-control positioning that Goodnature occupies with its A-Class Humane certification.
• Rentokil Initial: Global pest control services giant offering rodent management as part of a broader commercial/residential services portfolio. Comparable as a customer-facing pest control brand, even though Goodnature competes upstream by selling hardware.
• Victor / Woodstream: Woodstream owns iconic rodent trap brands (Victor, Havahart) and is a major incumbent in consumer pest control hardware. Comparable to Goodnature in target customer (homeowner pest control) and broader category presence.
• Anticimex: Global pest control services business with strong presence in Europe, operating in residential, commercial, and agricultural rodent control. Comparable to Goodnature's ag/land management and homeowner segments from a brand-and-distribution perspective.
• Bell Laboratories: One of the largest US-based manufacturers of rodent control products, including the Trapper snap-trap brand. Directly comparable as a category leader selling rodent traps and consumables to professional and consumer channels.

Direct peers

• SmartTrap: New Zealand startup developing IoT-enabled intelligent traps for pest management. Closely comparable in combining predator/rodent trap hardware with connected-device functionality in conservation and agricultural use cases.
• Automatic Trap Company: North American distributor and master reseller for Goodnature's trapping technology. Sells the TerraTrap GS and related products across the US, making it the most direct comparable — both as a customer channel and as a marketer of comparable automatic rodent traps.
• PestOff: New Zealand-based manufacturer of toxin-free predator and rodent control devices, including its own automatic trap variants. Direct peer given overlapping product category, ecosystem/conservation use cases, and shared home market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodnature