Connovation
Connovation is a New Zealand-based, privately held manufacturer and online supplier of locally designed invasive animal pest control products — traps, toxins, lures, and monitoring tools — serving conservation organizations, agricultural producers, community groups, and property owners across New Zealand.
- Company typePrivate
- Founded2011
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Connovation does
Connovation is a New Zealand-based, privately held manufacturer and direct-to-consumer supplier of invasive animal pest control products, headquartered in Auckland and founded in 2011. The company designs, develops, and locally manufactures traps, toxins, lures, non-toxic prefeed, and monitoring tools targeted at the specific invasive species threatening New Zealand's biodiversity and primary industries: possums, rodents, stoats and other mustelids, feral cats, and wallabies. Its proprietary product range includes branded formulations such as PredaSTOP, Bait-Rite, Erayz, Cyanara50 Paste, Double Tap, Feracol, Ratabate, D-Block, Ferafeed, and Feratox, several of which require a Controlled Substance Licence (CSL) to purchase. Connovation maintains a dedicated research team that collaborates with scientists and publishes research papers and best-practice documentation through its online knowledge hub.
The company operates a self-serve, product-led growth motion, selling directly through its own e-commerce storefront at connovation.co.nz with categories organized by pest type. Its customer base spans conservation organizations aligned with the Predator Free 2050 initiative, agricultural producers, community-led trapping groups (e.g., Predator Free Franklin), and individual property owners. Marketing is multi-channel, combining content (blog, Cam Speedy's 16-video Expert Tips YouTube series), organic social (Facebook, Instagram, LinkedIn), and paid acquisition (Google Ads). Distribution is domestic-only across New Zealand, with no public indication of international expansion or external funding rounds. Strategic positioning is reinforced through partnerships with Predator Free NZ, Predator Free Franklin, and Save the Kiwi, aligning the brand with New Zealand's largest national biodiversity programs.
Connovation firmographics
Firmographics- Name
- Connovation
- Legal name
- Connovation
- Website
- https://connovation.co.nz
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Connovation is a New Zealand-based, privately held manufacturer and online supplier of locally designed invasive animal pest control products — traps, toxins, lures, and monitoring tools — serving conservation organizations, agricultural producers, community groups, and property owners across New Zealand.
- Ownership category
- akta.pro rank
Connovation industry classification
Industry- Product category
- Invasive Animal Pest Control Products
- akta.pro primary industry
- Pest Control Product Supply (Fumigants, Traps, Lures, Applicator Equipment) (AFAOAIAN)
Keywords
Where Connovation is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Connovation business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Product Sales: Direct sales of pest control products through e-commerce online store. Products include traps, toxins, lures, and monitoring tools for invasive species control in New Zealand.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Connovation product offering
Product offeringCore offering
Connovation designs, manufactures, and supplies a proprietary range of invasive animal pest control products for the New Zealand market, including toxic baits, non-toxic prefeed, lures, traps, and monitoring tools such as chew cards and tracking tunnels. Its catalog targets possums, rodents, stoats, feral cats, and wallabies, with an in-house research team collaborating with scientists to deliver formulations tailored to NZ conditions. Products are sold direct to conservation groups, agricultural users, community trappers, and individual property owners through the company's own online store.
Product overview
Connovation offers a comprehensive portfolio of invasive animal pest control products for the New Zealand market. The product line includes toxic baits (Bait-Rite, PredaSTOP, Cyanara50, Double Tap, Feracol, Ratabate, D-Block, Feratox), lures (Erayz), non-toxic prefeed (Ferafeed), and monitoring tools. Products are organized by target pest: possum control, rodent control, stoat control, feral cat control, and wallaby control. Some products require a Controlled Substance Licence (CSL) due to their toxic nature. The company also provides best practice guides and research papers to support proper use of their products.
Differentiator
Problem solved
Functional benefit
Brands
- Connovation: Conservation by Innovation - New Zealand's home of effective, locally designed & manufactured invasive pest control products
Products and services
- Bait-Rite
- PredaSTOP
- Erayz
- Cyanara50 Cyanide Paste
- Double Tap Pellet Bait
- Feracol
- Ratabate
- D-Block
- Ferafeed
- Feratox
- Monitoring and Conservation Tools
Companies that use Connovation
Customer profileSegments4 records
Ideal customer profiles4 records
Connovation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Connovation partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Predator Free NZcoreConnovation supports Predator Free NZ, a major national initiative aimed at eliminating introduced predators from New Zealand by 2050 to protect native biodiversity.
- Predator Free FranklinminorConnovation supports Predator Free Franklin as the hub for growing community-led pest control projects in the Franklin area of New Zealand.
- Save the KiwiminorConnovation supports Save the Kiwi, an organization dedicated to saving New Zealand's national icon from extinction through pest control efforts.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Connovation competitors and assessment
Company assessmentDirect peers
- Victor (Woodstream): US-based manufacturer of the Victor brand of rodent snap traps and small-animal control devices. Directly comparable on product category (mechanical rodent traps) and consumer/B2B pest-control channel.
- PelGar International: UK-based manufacturer of professional rodent and insect control products including baits and traps. Comparable as an independent pest control product manufacturer serving conservation and professional markets.
- Tomcat (Motomco): Manufacturer of Tomcat-branded rodent bait stations and traps. Direct peer in consumer/professional rodent control products and bait delivery systems.
- Goodnature: New Zealand-based manufacturer of humane A24 rat and stoat traps. Most directly comparable peer given shared NZ focus, conservation end-market, and overlapping product categories (rodent and mustelid control).
- Bell Labs: US-based manufacturer of rodenticide baits and bait stations (e.g., Contrac, Final). Directly comparable on toxic bait formulations and pest control product supply.
Broad incumbents
- Terminix: Major North American pest control services provider with proprietary product formulations. Broad incumbent in pest control though distribution is service-led rather than product-led like Connovation.
- Anticimex: Swedish-headquartered global pest control services group with growing product/digital offerings. Broad incumbent operating in the same end-market for rodent and wildlife control.
- Neogen Corporation: US-listed food and animal safety company with a pest control and rodenticide product line. Broader incumbent with overlapping capabilities in pest control chemistry but a much wider portfolio.
- Rentokil Initial: Global pest control services giant that also manufactures/formulates pest control products. Broad incumbent with overlapping product capabilities though primarily services-led.
- BASF Professional Pest Solutions: Diversified chemical giant's pest control division offering rodenticides, insecticides, and applicator products. Broad incumbent with overlapping toxic bait technology.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Connovation social profiles
Digital presenceConnovation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Connovation leadership team
Management profileNumber of profiles
Profiles1 record
Connovation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Connovation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Connovation
What does Connovation do?
Connovation designs, manufactures, and supplies a proprietary range of invasive animal pest control products for the New Zealand market, including toxic baits, non-toxic prefeed, lures, traps, and monitoring tools such as chew cards and tracking tunnels. Its catalog targets possums, rodents, stoats, feral cats, and wallabies, with an in-house research team collaborating with scientists to deliver formulations tailored to NZ conditions. Products are sold direct to conservation groups, agricultural users, community trappers, and individual property owners through the company's own online store.
Is Connovation a public or private company?
Connovation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Connovation founded?
Connovation was founded in 2011. It employs 11 to 50 people.
Where is Connovation based?
Connovation is headquartered in Auckland, New Zealand, in the Oceania region.
How does Connovation make money?
One revenue line is on record: product Sales.
Who are Connovation's main competitors?
Direct peers on record are Victor (Woodstream), PelGar International, Tomcat (Motomco), Goodnature and Bell Labs. Broad incumbents are Terminix, Anticimex, Neogen Corporation, Rentokil Initial and BASF Professional Pest Solutions.
Does Connovation have an API?
No public API is recorded for Connovation.
What industry is Connovation in?
Connovation's product category is Invasive Animal Pest Control Products. Its primary akta.pro industry code is AFAOAIAN, Pest Control Product Supply (Fumigants, Traps, Lures, Applicator Equipment).