Predator Free New Zealand Trust

What Predator Free New Zealand Trust does

The Predator Free New Zealand Trust is an independent charitable trust established in 2013 and headquartered in Wellington, New Zealand. The Trust coordinates New Zealand's community-led movement against introduced predators — rats, possums, stoats, ferrets, and weasels — that threaten native bird, reptile, and plant species. It serves a horizontally segmented base that includes residential backyard trappers, neighborhood conservation groups, primary and secondary schools, hapū and iwi organizations, and farmers/rural landowners, connecting them through toolkits, funding, training, and an interactive ArcGIS-based national map showing nearly 200 predator control projects nationwide.

The Trust's offering is built around four program pillars rather than a single product. First, it operates a direct-to-consumer e-commerce shop (shop.predatorfreenz.org) selling NAWAC-approved humane traps (Victor Professional, T-Rex, Goodnature A24 self-resetting traps, Flipping Timmy, Trapinator) alongside monitoring tools (chew cards, tracking tunnels) and wildlife accessories. Second, it administers the Predator Free Communities Funding program with the Simplicity Foundation, distributing $1,000–$5,000 grants to qualifying backyard trapping communities. Third, it runs the Predator Free Apprentice Programme, funded by DOC Jobs for Nature, which has produced 59 graduates since 2020 and delivered 16,000+ hours of on-the-ground conservation support. Fourth, it publishes comprehensive digital toolkits covering predator identification, trapping and baiting technique, group management, school curricula, and monitoring, plus an interactive national map built with Eagle Technology.

The Trust's revenue model is a hybrid of online equipment sales to individuals and community groups, and grant-funded program delivery from government (DOC Jobs for Nature) and philanthropy (Simplicity Foundation). The Trust works alongside — rather than as part of — the Department of Conservation, OSPRI, regional councils, iwi, and conservation NGOs including Forest & Bird, Save the Kiwi, and Manaaki Whenua Landcare Research. The wider Predator Free 2050 Ltd entity was disestablished in August 2025, with its work absorbed by DOC, restructuring the ecosystem in which the Trust operates.

Name

Predator Free New Zealand Trust

Legal name

Predator Free New Zealand Trust

Website

https://predatorfreenz.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

The Predator Free New Zealand Trust is an independent charitable trust (founded 2013, 13 staff) that coordinates New Zealand's community-led movement to control introduced predators, serving backyard trappers, schools, iwi, and farmers via equipment sales, training, and grant programs.

Ownership category

akta.pro rank

Product category

Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Hunting and Trapping (11421)

SIC

Fishing, Hunting And Trapping (900)

akta.pro primary industry

Spay/Neuter & Population Control Programs (BPAGAIAE)

akta.pro secondary industries

Wildlife Deterrence & Relocation (Outdoor Nuisance Animals) (HSAIANAG), Humane Wildlife Deterrence & Exclusion (Eco-Safe Methods) (HSAMALAE)

Keywords

• Conservation services
• Predator control
• Wildlife management
• Community conservation
• Native species protection

Headquarters

HQ city

New Zealand

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel

Revenue model

1. Predator Free Communities Funding: Partnership with Simplicity Foundation to provide $1,000-$5,000 grants to qualifying backyard trapping communities for purchasing trapping equipment, monitoring supplies, and marketing materials. Funding is allocated based on community need and size.
2. Trapping Equipment Sales: Online retail sales of predator control equipment including traps, tunnels, chew cards, tracking tunnels, bait stations, and wildlife accessories. Products are sold to individuals, community groups, and schools.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Predator Free New Zealand Trust is a charitable trust that enables community-led predator control across New Zealand. It sells NAWAC-approved humane traps and monitoring equipment through its online shop, provides free digital toolkits and educational resources, administers the Predator Free Communities Funding grants ($1,000–$5,000), runs the DOC-funded Apprentice Programme delivering NZQA Certificate in Pest Operations, and operates an interactive national map connecting more than 90 funded backyard communities with iwi, farmers, schools, and conservation partners.

Product overview

Predator Free New Zealand Trust operates as an independent charitable organization (established 2013) that connects and energizes New Zealanders toward a predator-free Aotearoa. The organization's offering is centered on community conservation enablement rather than a single unified product. The portfolio consists of an e-commerce shop selling NAWAC-approved humane traps (Victor Professional, T-Rex, Goodnature A24 self-resetting traps for rats; Flipping Timmy and Trapinator for possums) along with monitoring tools (chew cards, tracking tunnels); comprehensive digital toolkits covering predator identification, trapping/baiting techniques, group management, and schools education; grant programs (Predator Free Communities Funding providing $1,000-$5,000 per community); a DOC Jobs for Nature-funded apprentice training program; and an interactive national map platform for tracking predator control projects nationwide. The toolkits and resources are available free online, while equipment is sold through the shop, creating a hybrid service model supporting backyard, farm, and large-landscape predator control.

Differentiator

Problem solved

Functional benefit

Products and services

• Victor Professional Rat Trap with Tunnel Affordable and effective rat trap housed in a wooden tunnel box for safety around children and pets. NAWAC-approved humane trap sold through the Trust's online shop for community and residential backyard trappers.
• T-Rex Rat Trap in Tunnel Affordable, easy-to-use rat trap housed in a wooden tunnel box, safe for children and pets. NAWAC-approved humane trap sold through the Trust's online shop.
• Goodnature A24 Self-Resetting Smart Trap Self-resetting trap that automatically resets after catching a rat, requiring only monthly checks. Uses CO2 to deliver a clean kill. Sold through the Trust's online shop.
• Flipping Timmy Possum Trap Vertically-mounted possum trap based on the Timms trap design with stainless steel components and UV-resistant plastic. Mounted on trees for long-life outdoor use. Sold through the Trust's online shop.
• Trapinator Possum Trap Simple and effective trap designed for low-density possum populations. Sold through the Trust's online shop.
• Chew Cards Corflute cards filled with lure (peanut butter) used to identify which predators are visiting a property by analysing teeth marks left behind. Sold in packs through the Trust's online shop.
• Tracking Tunnels and Cards Tunnels with ink pads that capture predator footprints for species identification. Used to monitor predator activity before and after control efforts. Sold through the Trust's online shop.
• Pekapeka Bird Feeder Kit Sugar water feeder designed to attract nectar-feeding native birds such as tūī, kākā, korimako (bellbird), and tauhou (waxeye) during winter months. Sold through the Trust's online shop.
• Predator Free Communities Funding Funding programme providing $1,000 to $5,000 grants to qualifying backyard trapping communities for purchasing approved traps, monitoring equipment, trap-tunnel building supplies, and volunteer engagement materials. Administered by the Trust in partnership with Simplicity Foundation.
• Predator Free Apprentice Programme Career pathway programme for predator control specialists providing practical experience, the NZQA Certificate in Pest Operations (Level 3), and on-the-ground support to conservation groups, landowners, and projects. Funded by DOC Jobs for Nature. Since 2020 the programme has supported up to 75 apprentices, with 59 graduates (98% employed in the sector).
• National Interactive Map Interactive ArcGIS-based map displaying predator control projects across New Zealand by community groups, hapū/iwi, private landowners, DOC, OSPRI, and regional councils. Allows users to view projects by target species and find local groups. Platform provided by Eagle Technology.

Quantifiable outcome

• 79% of New Zealanders support the Predator Free 2050 goal
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, major and supporting.

• Department of Conservation (DOC)coreStrategic or Co-development PartnerDOC provides leadership to the Predator Free 2050 programme. Predator Free Rangers provide regional support to projects, and the National Predator Control Programme protects at-risk native animals on public land. The Trust works alongside DOC on community engagement.
• OSPRImajorStrategic or Co-development PartnerOSPRI is involved in predator free work, particularly in relation to bovine TB control and the TBfree programme which overlaps with broader predator control objectives.
• Eagle TechnologysupportingTechnology or IntegrationProvides the interactive national map platform (ArcGIS) that displays predator control projects throughout New Zealand, enabling communities to find local groups and coordinate efforts.
• Manaaki Whenua Landcare ResearchmajorStrategic or Co-development PartnerResearch organization undertaking breakthrough research on predator control methods and biodiversity. Commissioned cost analysis of predator control by agencies.
• The Cacophony ProjectmajorStrategic or Co-development PartnerTechnology initiative developing AI-powered smart traps and innovative predator detection solutions being tested by conservation projects.
• Zero Invasive Predators (ZIP)majorStrategic or Co-development PartnerOrganization focused on developing breakthrough technologies for predator eradication, particularly for eliminating the last remaining predators in defined areas.
• Federated FarmersmajorStrategic or Co-development PartnerRepresents farmers who have strong vested interest in predator control to protect livestock from disease and damage. Partners on agricultural predator control initiatives.
• Ministry for Primary IndustriesmajorStrategic or Co-development PartnerGovernment ministry involved in primary sector biosecurity and predator management. Supports predator free initiatives through funding and policy alignment.
• Taranaki MoungamajorStrategic or Co-development PartnerLandscape-scale conservation project in Taranaki heavily involving iwi/Māori. Example of large hapū/iwi-led predator control initiative aligned with Trust goals.
• Tū Mai TaongamajorStrategic or Co-development PartnerIwi-led environmental initiative involved in strategic direction and implementation of predator control projects, representing Māori conservation leadership.
• Te Tira WhakamātakisupportingStrategic or Co-development PartnerMāori environmental not-for-profit supporting indigenous-led solutions for predator control and nature protection.
• Auckland CouncilmajorStrategic or Co-development PartnerLocal government partner implementing predator free goals as part of the Pest Free Hauraki Gulf initiative, coordinating regional predator control efforts.
• Forest & BirdsupportingStrategic or Co-development PartnerMajor conservation NGO focusing effort and resources on predator free future. Provides advocacy and community mobilization support.
• Save the KiwisupportingStrategic or Co-development PartnerCharity dedicated to kiwi conservation, aligning with predator free goals through advocacy and targeted predator control for kiwi protection.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Department of Conservation (DOC): NZ government agency leading the Predator Free 2050 programme and absorbing Predator Free 2050 Ltd's work in 2025. Comparable conservation mission at much greater scale, with overlapping apprentice and community engagement programmes.
• OSPRI New Zealand: Not-for-profit biosecurity agency managing the TBfree programme for bovine TB control via possum and predator management. Comparable sector and partly overlapping stakeholder base; partner of the Trust for landscape predator control.

Emerging players

• The Cacophony Project: NZ open-source initiative building AI-powered smart traps and predator detection tools. Overlaps with the Trust's mission and trap ecosystem, but competes on the technology dimension rather than community mobilisation.
• Goodnature: NZ-based designer and manufacturer of the Goodnature A24 self-resetting trap sold through the Trust's online shop. Adjacent product offering in humane predator control; partnership overlap rather than direct mission competition.
• Zero Invasive Predators (ZIP): NZ-based organisation developing breakthrough technologies for landscape-scale predator eradication. Comparable predator-free mission but focused on R&D and technology rather than community activation; named as a Trust partner.

Others

• Manaaki Whenua – Landcare Research: Crown research institute conducting research on predator control methods and cost analysis for conservation agencies. Not a direct peer, but a research and evidence partner underpinning the Trust's methodology guidance.

Regional players

• Taranaki Mounga: Landscape-scale iwi-led predator control and biodiversity project in Taranaki. Comparable community and conservation mission within a defined geography; partnered with the Trust on iwi engagement.
• Predator Free Southland: Regional predator-free initiative serving the Southland region of NZ. Directly comparable mission and community model but limited to a single region; provides parallel network structure the Trust connects nationally.

Direct peers

• Save the Kiwi: Charitable trust dedicated to kiwi conservation through predator control and advocacy. Comparable non-profit structure, mission alignment with Predator Free 2050, and overlapping community trapper base; explicitly partnered with the Trust.
• Royal Forest and Bird Protection Society of New Zealand: New Zealand's largest independent conservation NGO, advocating for native species protection and Predator Free 2050. Directly comparable mission and grassroots membership model; listed by the Trust as a partner organisation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PFNewZealand
• Instagraminstagram.com/predatorfreenz
• LinkedInlinkedin.com/company/predatorfreenz

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 New Zealand Trust