What Predator Free Wellington does

Predator Free Wellington (PFW), founded in 2017 and operating as a New Zealand-registered private limited company, is the charitable initiative tasked with removing every rat, possum, stoat, and weasel from Wellington to create the world's first predator-free capital city. The organisation executes a five-phase geographic plan spanning approximately 30,000 hectares across Wellington City and surrounding areas, with Phase 1 (Miramar Peninsula) achieving predator-free status in late 2023 and Phase 2 (Island Bay to CBD) targeted for 2026 completion. PFW serves Wellington residents through 58 community trapping groups, alongside government foundation partners (Wellington City Council, Greater Wellington Regional Council, Department of Conservation), iwi partners (Taranaki Whānui ki Te Upoko o Te Ika / Port Nicholson Block Settlement Trust), and corporate sponsors.

The project's technical approach combines certified detection dogs (Rapu and Kimi with handler Sally Bain), the H2Zero automated bait dispensing system developed in partnership with Zero Invasive Predators (ZIP), Victor Professional rat traps in wooden tunnels, trail cameras, chew cards, and tracking tunnels. A multi-layered biosecurity monitoring system uses risk-stratified camera density (1 per 1.6 hectares in high-risk areas; 1 per 6.2 hectares in moderate-risk), heat mapping of historical rat activity to optimise device placement, and direct integration with the Trap.NZ data platform that saves field staff approximately 45 hours per week. Dog detection surveys clear areas 85% faster than traditional methods; H2Zero units reduce bait-station servicing visits by 85%.

PFW operates entirely on contributed revenue rather than commercial pricing, with no paid customer fees. Funding flows from four streams: government grants (Wellington City Council, Greater Wellington Regional Council, Department of Conservation, and Jobs for Nature funding that underwrites 42 full-time positions), foundation grants (NEXT Foundation, Nikau Foundation, Lottery Environment & Heritage), corporate partnerships (Wellington Airport, Russell McVeagh, The Post, Fix & Fogg, Mitre 10 Crofton Downs, and others), and individual donations (including anchor donors committing $10,000 or more). The organisation faces a stated $1.75 million annual funding shortfall, reflecting decreased government funding from the upcoming financial year and uncertainty following the disestablishment of Predator Free 2050 Ltd and its absorption into DOC. Volunteer contribution of 55,000 hours annually (worth approximately $2 million) provides substantial in-kind operational capacity, with 2,200+ residents checking backyard traps and 124 buffer-zone volunteers managing 1,018 devices across 250 hectares.

Name

Predator Free Wellington

Legal name

Predator Free Wellington Ltd

Website

https://pfw.org.nz

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Predator Free Wellington is a non-profit conservation organization executing a five-phase programme to eliminate invasive predators (rats, stoats, weasels, possums) from Wellington, New Zealand — the world's first predator-free capital city initiative — via community-led trapping, detection technology, and volunteer networks.

Ownership category

akta.pro rank

Product category

Conservation Services

NAICS

Exterminating and Pest Control Services (561710), Exterminating and Pest Control Services (56171)

akta.pro primary industry

Wildlife Control & Exclusion (IMAIAHAJ)

akta.pro secondary industries

Wildlife Deterrence & Relocation (Outdoor Nuisance Animals) (HSAIANAG), Invasive Species Risk Assessment & Management Planning (EUAHAHAK)

Keywords

• Urban predator eradication
• Invasive species control
• Community wildlife management
• Biodiversity restoration services
• Conservation monitoring programs

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and fundraising: The organisation relies on donations from individuals, including monthly giving and major gifts. A 'Call Yourself a Kiwi' campaign was launched in June 2025 to raise funds. Anchor donors commit $10,000 or more through monthly donations (~$200/month) or annual/single donations. Gift certificates are also available.
2. Government funding: Core government funding from Wellington City Council, Greater Wellington Regional Council, and Department of Conservation (DOC). Following the disestablishment of Predator Free 2050 Ltd and its integration into DOC, funding structure is in transition. Jobs for Nature funding supports 42 full-time positions.
3. Corporate partnerships and sponsorships: Valued partners and sponsors including Wellington Airport, Russell McVeagh, The Post (media partner), Fix & Fogg, Mitre 10 Crofton Downs, Kiio, Athfields Architects, Paremata Auto Services, Port Nicholson Rotary, Nikau Foundation, and Lottery Environment & Heritage.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels16 records

Core offering

Predator Free Wellington executes a multi-phase urban predator elimination programme that removes rats, stoats, weasels, and possums from Wellington City through community trapping, detection dogs, automated bait stations, and biosecurity monitoring. The organisation distributes free traps and training to residents via 58 community trapping groups, runs certified detection dog surveys, and operates a multi-layered camera/chew card monitoring network. Its current operational phase expands the predator-free area from the Miramar Peninsula toward Wellington CBD with planned Zealandia sanctuary halo extension in Phase 3.

Product overview

Predator Free Wellington is a conservation organization executing a five-phase predator eradication project across Wellington City. The core offering is the Miramar-originated urban eradication model combining detection dogs, bait stations, traps, trail cameras, and community trapping networks. Phase 1 (Miramar Peninsula) achieved predator-free status in 2023; Phase 2 (Island Bay to CBD) is completing in 2026; Phase 3 (Zealandia halo) is planned. Key products include the Community Trapping Network (58+ groups), Detection Dog Services (85% faster clearance), H2Zero automatic bait stations (85% fewer servicing visits), Biosecurity Monitoring System, and the Knowledge Hub/Urban Blueprint for knowledge sharing. The volunteer ranger program manages Phase 2 buffer zones with 1,018 devices across 250 hectares.

Differentiator

Problem solved

Functional benefit

Products and services

• Community Trapping Network Network of 58+ community trapping groups across Wellington suburbs and reserves, providing free traps, training, and trap-checking coordination to residents for backyard and reserve predator control. Groups include Predator Free Miramar, Predator Free Brooklyn, Predator Free Island Bay, and others covering the entire Wellington region.
• Detection Dog Survey Service Certified rat detection dogs (Rapu and Kimi, handled by Sally Bain) survey zones before field team deployment, providing early indication of rat locations, feeding areas, and movement pathways. Detections are categorised into Active (den sites), Passive (recent rat presence), and Tracking (rats on the move). The service clears areas 85% faster than traditional methods and feeds data directly into Trap.NZ.
• H2Zero Automatic Bait Stations Low-labour bait stations developed in partnership with Zero Invasive Predators (ZIP) that slowly release Rodenthor Gel (brodifacoum bait) over extended periods. Prototype runs for three months between services compared to the standard fortnightly schedule, an 85% reduction in servicing visits. ZIP is refining a second prototype capable of dispensing bait over six months.
• Biosecurity Monitoring System Multi-layered biosecurity monitoring system combining cameras (risk-tiered density: 1 per 1.6 ha high-risk, 1 per 6.2 ha moderate), chew cards (1 per hectare in key areas), detection dog surveys, and community-reported predator sightings. Device placement is informed by heat mapping of historical rat activity at boundaries, movement corridors, and prior detection sites.
• Volunteer Ranger Programme Training programme for volunteer community rangers who assist with Phase 2 buffer management. Currently 124 volunteers manage 1,018 traps and bait stations across nine zones protecting 250 hectares, with the aim of doubling volunteer numbers to sustain long-term biosecurity monitoring.

Quantifiable outcome

• 136% increase in native bird detections on Miramar Peninsula since 2017
• +14 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core and supporting.

• Zero Invasive Predators (ZIP)coreTechnology or Integration · 1 January 2024Partnership to trial H2Zero automated bait dispensing units in urban Wellington. ZIP's technology releases Rodenthor Gel bait over weeks or months, reducing servicing visits by 85%. ZIP is refining a second prototype capable of dispensing bait over six months. Partnership enables technology field-testing in complex urban conditions.
• Wellington AirportsupportingGTM or Marketing Partner · 1 January 2024Partnered as one of 'Family of Five' supporters, backing the innovative project. Wellington Airport joined the initiative to support urban conservation and biodiversity goals in Wellington.
• Wellington City CouncilcoreStrategic or Co-development Partner · 1 January 2017Foundation partner providing core funding alongside Greater Wellington. Wellington City Council is co-recipient of the Supreme Award at the LGFA Taituarā Local Government Excellence Awards. The Council's latest bird count data demonstrates trapping projects helping Manu numbers increase across the city.
• Greater Wellington Regional CouncilcoreStrategic or Co-development Partner · 1 January 2017Foundation partner providing regional council funding and support for predator elimination across Wellington. Environmental Operations Manager Myfanwy Hill represented Greater Wellington at the Supreme Award ceremony.
• Predator Free 2050 Ltd / Predator Free NZ TrustcoreStrategic or Co-development Partner · 1 January 2017Foundation partner and national coordinating body for the Predator Free 2050 mission. Following disestablishment of PF2050 Ltd and integration into DOC, the organisation continues advocacy within the national strategy. 'Call Yourself a Kiwi' campaign was hosted by PF2050 Ltd and the Predator Free NZ Trust on behalf of all PF2050 Landscape Projects.
• Taranaki Whānui ki Te Upoko o Te Ika / Port Nicholson Block Settlement TrustcoreStrategic or Co-development Partner · 1 January 2017Foundation partner representing Taranaki Whānui iwi/hapū, contributing to the project as a mana whenua partner in Wellington's predator free mission.
• Trap.NZcoreTechnology or IntegrationTrap.NZ is the data platform used for managing eradication network data. PFW worked with Trap.NZ app designers to develop features saving the team 45 hours per week in the field. Dog detection information flows directly into Trap.NZ, giving the field team detailed rat activity data before device placement.
• Russell McVeaghsupportingGTM or Marketing PartnerCorporate partner providing support to the project. Contributes to the donor base alongside other corporate sponsors.
• The Post (Wellington)supportingGTM or Marketing PartnerMedia partner providing ongoing editorial coverage of the project. Covered PFW's innovative approaches to rat elimination and the 2025 plans.
• Zealandia Te Māra a TānecoreStrategic or Co-development PartnerCollaborating under the emerging 'Wild Wellington' banner alongside Capital Kiwi. Zealandia's Urban Biodiversity Index informed project approach. Researchers from Zealandia (Dr Danielle Shanahan, Dr Julie Whitburn) conducted social and ecological research for PFW. PFW is creating a protective halo around Zealandia, expanding the sanctuary's halo footprint fivefold from 225 to 1,200 hectares in Phase 3.
• Capital KiwisupportingStrategic or Co-development PartnerPartnering under the emerging 'Wild Wellington' banner. Phase 3 expands into Capital Kiwi's territory, creating potential for synergistic convergence of conservation efforts.
• Predator Free PoriruasupportingStrategic or Co-development PartnerRegional predator free project with which PFW shared expertise through workshops in November 2024, building capacity around the Wellington region.
• Predator Free Kapiti CoastsupportingStrategic or Co-development PartnerRegional predator free project with which PFW shared expertise through workshops in November 2024.
• Te Herenga Waka — Victoria University of WellingtonsupportingStrategic or Co-development PartnerAcademic partner generating research including Masters theses on the impact of PFW on Wellington tree wētā and native lizards. School of Biological Sciences produces ecological research informing project methodology.

Scale indicators13 records

Recent moves9 records

Expansion highlights6 records

Others

• NEXT Foundation: Major philanthropic foundation and one of PFW's core funding partners. While not a direct operator of predator control, it channels significant capital into landscape conservation projects in NZ and is directly comparable as a funder/ecosystem participant.

Direct peers

• Predator Free Porirua: Regional predator-free project adjacent to Wellington with which PFW shared methodology via workshops in November 2024. Operates the same community-led trapping and biosecurity playbook in a directly comparable urban-fringe context.
• Zealandia Te Māra a Tāne: Wellington's urban ecosanctuary and a core PFW strategic partner under the 'Wild Wellington' banner. PFW's Phase 3 is designed to expand Zealandia's halo fivefold (225 to 1,200 ha), making it a directly adjacent conservation operator with shared methodology and research.
• Zero Invasive Predators (ZIP): NZ-based pest-control technology partnership that developed the H2Zero automated bait dispenser being field-tested by PFW. Closely aligned in mission (invasive predator elimination) and joint R&D on low-labour, automated solutions for mainland predator control.
• Capital Kiwi: Wellington-based NGO restoring kiwi to the capital region. Partnering with PFW under the emerging Wild Wellington banner, with Phase 3 expanding into Capital Kiwi's territory; both share donor pools, government partners, and community volunteer networks.
• Predator Free Kapiti Coast: Regional predator-free initiative north of Wellington. Closely comparable operating model — community groups, volunteer trappers, council and DOC funding — and a recipient of PFW capability-transfer workshops in 2024.
• Predator Free 2050 / Predator Free NZ Trust: National coordinating body for New Zealand's predator elimination mission and former direct funder of PFW. Both organizations pursue the same predator-free landscape methodology and overlapping donor and government relationships, with PFW as one of the flagship urban projects.

Broad incumbents

• WWF-New Zealand: Global conservation organisation with a New Zealand arm that funds predator control and native species recovery. Comparable in donor/corporate-partnership dynamics and conservation outcomes framing, though at much greater scale and broader species/marine focus.
• Forest & Bird (Royal Forest and Bird Protection Society of NZ): Largest independent conservation NGO in New Zealand, advocating for biodiversity and managing predator control across many landscapes. Comparable mission and donor-base dynamics, but operates across a much broader portfolio beyond predator elimination.
• Department of Conservation (DOC) — Te Papa Atawhai: NZ government agency that has absorbed the former Predator Free 2050 Ltd and remains a core funder and policy partner of PFW. Operates at much larger scale across conservation, predator control, and biodiversity, with PFW as a specialist urban counterpart within DOC's broader mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/predatorfreegrenadavillage
• LinkedInlinkedin.com/company/predator-free-wellington
• Instagraminstagram.com/predfreewelly

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Predator Free Wellington