Blue Pacific Minerals

What Blue Pacific Minerals does

Blue Pacific Minerals (BPM) is a New Zealand privately held processor of natural zeolite and perlite ores, headquartered in Tokoroa and drawing raw material from its Ngakuru deposit. The company operates a multi-portfolio product architecture built around the functional properties of its mineral base, organized across five verticals: Agriculture (the ACVM-registered Optimate toxin binder range and extensions such as OptiCalf Flourish, OptiGuard, OptiSolve, OptiKid, Lamb, and the Optimate Goat Range), Plant/Soil/Turf (ProGro, Maximin, Agrifert, Permagreen series), Home & Health (Magic Mud hand cleaner, Kritter Litter cat litter under SPCA partnership, Zorbifresh Active), Environmental (Filta-Aid water filtration, Aqual-P phosphate filtration, Mineral Sponge absorbents), and Industrial/Equine (StockRock race-surface product, Agribio).

The underlying technology is mechanical mineral processing (mining, milling, sizing, blending) combined with proprietary formulations tailored to each end-use, supported by a regulatory stack including ACVM registration (Optimate), MPI approvals (Magic Mud, with a June 2025 SDS), BioGro organic input certification (2025-2026), and EPA compliance for Mineral Sponge. The business model is dual: physical product sales of branded SKUs through direct agricultural channels, NZ retail networks, dedicated distributors, and e-commerce, complemented by a licensing/distribution arrangement with Novonesis (signed November 2024) that brings biological silage inoculants and biostimulants (RATCHET, SILOSOLVE FC, ATTIS, PROVENTUS DS) into the New Zealand market under the BPM channel. Customer segments span dairy and livestock farmers, horticulture and turf operators, environmental and water-treatment buyers, equine venue managers, and consumer pet and household purchasers, with an exclusive SPCA New Zealand partnership providing a distinct retail channel for the Kritter Litter brand.

Operationally the company is small (11-50 employees) and founder/CEO-led (Jamie Mikkelson as CEO and Executive Chairman), with its earliest datable product milestone being the 2004 launch of StockRock and a single government innovation grant from Callaghan Innovation dated July 2021. The company self-describes as Australasia's largest manufacturer of clay litter, indicating achieved scale in at least that consumer category, while remaining primarily NZ-domestic across its broader industrial and agricultural lines.

Name

Blue Pacific Minerals

Legal name

Blue Pacific Minerals Ltd

Website

https://bpmnz.co.nz

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Blue Pacific Minerals is a New Zealand privately held processor of natural zeolite and perlite ores, operating a multi-vertical product portfolio spanning agriculture (Optimate livestock toxin binders), plant/soil/turf, home and health, environmental water filtration, and industrial/equine categories, sold through NZ retail, distributors, e-commerce, and a Novonesis biologicals licensing partnership.

Ownership category

akta.pro rank

Product category

Specialty Mineral Products

NAICS

Ground or Treated Mineral and Earth Manufacturing (327992), Fertilizer (Mixing Only) Manufacturing (325314)

SIC

Industrial Inorganic Chemicals (2810), Agricultural Chemicals (2870)

akta.pro primary industry

Mineral Premixes (AFADAGAB)

akta.pro secondary industries

Biofertilizers & Microbial Inoculants (IMAEAEAG), Mineral & Rock Dust Amendments (Basalt, Rock Phosphate, Greensand) (AFABADAJ)

Keywords

• Zeolite mineral processing
• Agricultural feed supplements
• Industrial absorbents
• Water filtration media
• Biostimulant distribution

Headquarters

HQ city

Tokoroa

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, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Physical product sales (Zeolite-based goods): Sale of packaged zeolite products across agriculture (Optimate range, OptiSolve, OptiCalf, OptiGuard, StockRock, Zorbifresh, Agrifert), home & health (Magic Mud hand cleaner tubes/jerry cans/pails, Mineral Sponge, Kritter Litter cat litter), industrial (Filta-Aid water filtration, Filta-Aid dispersible granule for aquaculture), plant/soil/turf (Permagreen, Permagro, Permawet, Permaform, Permaroof, Agribio), and biostimulant/inoculant lines (RATCHET, SILOSOLVE FC, ATTIS, PROVENTUS DS). Sold via direct sales team, NZ-wide retail, dedicated distributors and SPCA for the Kritter Litter home brand.
2. Co-developed/distributed biostimulant products (Novonesis partnership): Distribution and joint commercialisation of Novonesis-developed proprietary biological products (RATCHET LCO promoter, SILOSOLVE FC silage inoculant, ATTIS phosphate-solubilising biofertiliser, PROVENTUS DS biostimulant) into the New Zealand market under the Blue Pacific Minerals brand.

Go-to-market motion4 records

Distribution channels7 records

Marketing channels5 records

Core offering

Blue Pacific Minerals (BPM) mines and processes geologically young New Zealand natural zeolite (clinoptilolite) from its Ngakuru deposit and converts it into branded specialty products across five verticals: agriculture (Optimate ACVM-registered toxin binder feed supplements, OptiSolve water-soluble trace minerals, OptiKid and Lamb, OptiCalf Flourish, Maximin, Zorbifresh Active, Agrifert, StockRock farm race capping rock), plant/soil/turf (ProGro liquid fertilisers, Permagreen, Permagro, Permawet, Permaform, Permaroof, Agribio), home & health (Magic Mud hand cleaner, Mineral Sponge absorbent, Kritter Litter cat litter), environmental (Filta-Aid filter media, Aqual-P), and industrial (Mineral Sponge spill control), plus co-distribution of the Novonesis biologicals portfolio (RATCHET LCO promoter, SILOSOLVE FC inoculant, ATTIS biofertiliser, PROVENTUS DS biostimulant) in New Zealand.

Product overview

Blue Pacific Minerals (BPM) operates a multi-portfolio, non-platform product architecture built around its single core mineral asset: a geologically young New Zealand natural zeolite sourced at Ngakuru. Rather than offering one unified software-style product, BPM markets distinct branded product lines organised into five verticals: Agriculture (including the Optimate range for cows/sheep/goats, OptiGuard for calves, OptiSolve water-soluble trace minerals, OptiKid and Lamb, ProGro liquid fertilisers, Agrifert, Maximin, Zorbifresh Active, and StockRock race rock); Plant, Soil & Turf (including Permagreen, Permagro, Permawet, Permaform, Permaroof, and Agribio bio-stimulants); Home & Health (including the Magic Mud hand cleaner brand, Mineral Sponge absorbents, and the Kritter Litter cat-litter brand); Environmental (Filta-Aid filtration media in powder and dispersible-granule form, plus the Aqual-P water phosphate filtration product); and Industrial (Mineral Sponge spill absorbents). Augmenting these zeolite-led brands, BPM also distributes the Novonesis biological portfolio (RATCHET LCO Promoter Technology, SILOSOLVE FC silage inoculant, ATTIS phosphate-solubilising biofertiliser, and PROVENTUS DS biostimulant) in New Zealand under a Plant Technology partnership. Each product line is independently marketed with its own SDS, fact sheets, and brochure PDFs, sharing only the underlying NZ natural zeolite base.

Differentiator

Problem solved

Functional benefit

Brands

• Magic Mud: Natural heavy-duty hand cleaner based on NZ natural zeolite, MPI approved for farm dairies and dairy processing.
• StockRock
• Kritter Litter
• Mineral Sponge
• Filta-Aid
• Optimate
• OptiSolve
• ProGro Series
• Maximin
• Agrifert
• Zorbifresh Active
• Permagreen / Permagro / Permawet / Permaform / Permaroof
• Agribio

Products and services

• Optimate Range (Cows, Sheep, Goats) Flagship range of NZ natural zeolite-based feed supplements for dairy cows, sheep and goats, registered as an ACVM toxin binder, formulated with probiotics, macro minerals, magnesium, calcium, phosphorus, Biotin, Thiamine and Zinc Methionine for life stages from pre/post kidding/lambing through milking and sustained performance. Sold to commercial livestock farmers.
• OptiSolve Range

Quantifiable outcome

• Absorbs up to 199% of its own weight in moisture (when dried); internal surface area up to 145 m²/g
• +6 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

22 partnerships are on record, tiered flagship, minor and core.

• NovonesisflagshipStrategic or Co-development PartnerNovonesis and Blue Pacific Minerals have partnered in plant technology to bring four Novonesis-developed proprietary biological products into the New Zealand market under the Blue Pacific Minerals brand: RATCHET (Lipo-chitooligosaccharide / LCO Promoter Technology for plant growth, yield and resilience); SILOSOLVE FC (next-generation dual-strain Lactococcus lactis O-224 + Lactobacillus buchneri LB1819 silage inoculant); ATTIS (next-generation phosphate-solubilising inoculant powered by Priestia megaterium strain CH9100); and PROVENTUS DS (advanced water-soluble biostimulant complex with humic acids, kelp extracts, amino acids, vitamins C/B₁/E, myo-inositol). Products are now available / for enquiry in NZ.
• BriscoesminorChannel Partner/ Reseller/ DistributorBriscoes NZ stocks Magic Mud Hand Cleaner (250g tube, product page 1082756). Listed as one of BPM's Magic Mud retail partners on the bpmnz.co.nz website.
• Mr Mud DistributorsminorChannel Partner/ Reseller/ DistributorDedicated Magic Mud wholesale distributor, contact Al at 021509399 / [email protected]. Listed by BPM as an authorised Magic Mud distributor on the bpmnz.co.nz website.
• Reed Product DistributorsminorChannel Partner/ Reseller/ DistributorDedicated Magic Mud wholesale distributor, contact Colin at 0274754886 / [email protected]. Listed by BPM as an authorised Magic Mud distributor on the bpmnz.co.nz website.
• Kamo Industrial SuppliesminorChannel Partner/ Reseller/ DistributorDedicated Magic Mud wholesale distributor, contact Alan at 0274652230 / [email protected]. Listed by BPM as an authorised Magic Mud distributor on the bpmnz.co.nz website.
• AttwoodsminorChannel Partner/ Reseller/ DistributorAttwoods is listed on the bpmnz.co.nz Magic Mud page as a retail outlet stocking Magic Mud hand cleaner.
• NZ Farm SourceminorChannel Partner/ Reseller/ DistributorNZ Farm Source listed as a retail partner stocking Magic Mud (search link on store.nzfarmsource.co.nz).
• TradezoneminorChannel Partner/ Reseller/ DistributorTradezone (tradezone.co.nz category 5252) is listed as a retail outlet stocking Magic Mud.
• NZ Safety BlackwoodsminorChannel Partner/ Reseller/ DistributorNZ Safety Blackwoods stocks both Magic Mud (personal hygiene page 712) and Mineral Sponge (14L each, item 433506).
• RuralcominorChannel Partner/ Reseller/ DistributorRuralco (ruralco.co.nz) is listed as a retail partner stocking Magic Mud hand cleaner.
• Total Safety NZminorChannel Partner/ Reseller/ DistributorTotal Safety NZ (totalsafety.nz) is listed as a retail partner stocking Magic Mud hand cleaner.
• Saltwater ConnectionminorChannel Partner/ Reseller/ DistributorSaltwater Connection (product 7147) stocks Magic Mud hand cleaner, positioning it for the fishing use case.
• Hygiene DirectminorChannel Partner/ Reseller/ DistributorHygiene Direct (hygienedirect.nz) is listed as a retail partner stocking Magic Mud hand cleaner.
• Mitre 10minorChannel Partner/ Reseller/ DistributorMitre 10 (mitre10.co.nz) is listed as a retail partner stocking Magic Mud hand cleaner.
• Green KiwiminorChannel Partner/ Reseller/ DistributorGreen Kiwi (greenkiwi.nz) is listed as a retail partner stocking Magic Mud hand cleaner.
• Safety1st NZminorChannel Partner/ Reseller/ DistributorSafety1st NZ (safety1stnz.com) stocks Mineral Sponge 22L absorbent (product listed on the bpmnz.co.nz environmental page).
• Amare SafetyminorChannel Partner/ Reseller/ DistributorAmare Safety (amaresafety.co.nz) stocks Mineral Sponge 22L (product 6000 environmental).
• SpillbaseminorChannel Partner/ Reseller/ DistributorSpillbase (spillbase.co.nz) stocks Mineral Sponge particulates.
• TransquipminorChannel Partner/ Reseller/ DistributorTransquip (transquip.co.nz) stocks Mineral Sponge 13.6kg/22L for vehicle workshop and spill kit applications.
• SupplyMeminorChannel Partner/ Reseller/ DistributorSupplyMe (supplyme.co.nz) stocks Mineral Sponge granular absorbent 14kg for safety first aid spill solutions.
• SPCA New ZealandcoreChannel Partner/ Reseller/ DistributorSPCA is the exclusive retail channel for Blue Pacific Minerals' home-brand Kritter Litter — "Our home brand Kritter Litter is only available through SPCA around NZ." Natural, ammonia-absorbing cat litter positioned as pet-and-environment-friendly.
• BioGro New ZealandcoreOthersBioGro New Zealand has issued BioGro Certification to Blue Pacific Minerals Ltd (Certificate CO1, valid 2025–2026) as an organic input, enabling the company's products to be used in certified organic farming systems.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• St. Cloud Mining: US-based zeolite miner and processor producing clinoptilolite zeolite products for agriculture, water filtration, and industrial absorbents. Directly comparable as a vertically integrated natural zeolite supplier serving similar end markets (ag inputs, water treatment, spill absorbents) as Blue Pacific Minerals.
• Bear River Zeolite: North American zeolite miner and processor selling clinoptilolite products for agriculture (soil amendment, animal feed), water filtration and industrial spill absorbents. Closely comparable feed/ag and environmental product mix to BPM's Optimate, Filta-Aid and Mineral Sponge lines.
• KMI Zeolite: US-based natural zeolite producer supplying clinoptilolite for agricultural, water filtration and industrial applications. Directly comparable as a single-mineral-asset zeolite processor serving overlapping ag-input, filtration and absorbent end uses.
• Zeocem: Slovak natural zeolite miner and processor marketing clinoptilolite products for animal nutrition, agriculture, water filtration and environmental applications. Directly comparable mineral asset and end-use portfolio to BPM's Optimate, ProGro and Filta-Aid ranges.

Broad incumbents

• EP Minerals: A major US diatomaceous earth and perlite/zeolite producer (part of Imerys group) selling filter media, absorbents and functional mineral additives. Comparable as a broader specialty mineral incumbent with overlapping filtration (Filta-Aid) and absorbent (Mineral Sponge) product categories, though it serves global markets at much larger scale.
• Imerys: Global French-listed specialty minerals group with operations across industrial minerals, including zeolite and perlite processing for agriculture, filtration, and performance additives. Comparable as a broader specialty minerals incumbent with overlapping categories, though Imerys operates a global multi-mineral portfolio versus BPM's single Ngakuru asset.

Regional players

• Zeolite Australia: Australian natural zeolite miner and processor marketing clinoptilolite products for agriculture, stockfeed, water filtration and environmental uses. Closely comparable vertically integrated mineral processor, but operating primarily in the Australian market rather than competing directly in NZ.
• Balance Agri-Nutrients: Major New Zealand farmer-owned fertiliser cooperative manufacturing and distributing solid and liquid fertilisers, including soil amendment and crop nutrition products. Comparable as a NZ agricultural input channel serving dairy and pasture customers, but operates as a cooperative rather than a specialty mineral processor.
• Ravensdown: New Zealand farmer-owned fertiliser cooperative manufacturing and distributing fertilisers and crop nutrition products across NZ. Comparable as a competing NZ ag-input channel for pasture and crop nutrition, but does not produce zeolite-based specialty feed supplements or toxin binders.

Emerging players

• Absorbent Products Ltd: Specialty absorbent manufacturer producing clay-based and mineral-based spill absorbents and cat litter products. Comparable in the Mineral Sponge and Kritter Litter product categories, particularly the industrial absorbent and consumer pet litter segments, though operating primarily in North American markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/bpmnz_cleverbynature
• Facebookfacebook.com/BPMNZBusiness
• LinkedInlinkedin.com/company/blue-pacific-minerals

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

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 Blue Pacific Minerals