We’re thrilled to share some big news from our little corner of Wellington: Goodnature has just been named among the world’s top design innovators in Fast Company’s 2025 Innovation by Design Awards!
Even more exciting—we won the Small and Mighty category, which celebrates companies with fewer than 100 employees making a global impact. To be recognized alongside international leaders like The New York Times, Adobe, and Ralph Lauren is humbling and energizing for our team.
How It All Began
When Craig Bond and Robbie Van Dam founded Goodnature in 2005, their mission was simple but ambitious: to manage and eliminate pests like rats and mice without poisons. Today, our local team of 40 has produced more than 600,000 traps, with over 100,000 built just in the last year. These traps are now at work in over 60 countries around the world.
Twelve months ago, we launched our Goodnature Mouse Trap—the first product designed specifically for inside the home. Since then, nearly 100,000 traps have been activated, from New Zealand to Norway to Namibia.
Why We’re So Passionate
What makes this recognition special is that most of us on the team never picked up a trap before joining Goodnature. But once people get hands-on and see the mission in action, something clicks.
That’s what drives us: turning an “ick” factor into a shared sense of purpose. Just like recycling once became second nature, we believe eliminating rats and mice can too—if we make it easy, safe, and toxin-free.
Innovation Over Size
We may be a small team compared to some of the global giants we’re up against, but this award proves you don’t need a massive factory or workforce to make a lasting difference.
Every year, rodent populations cause billions of dollars in damage, spread diseases, and devastate native wildlife. Traditional poisons only add more risks for people, pets, and the environment. That’s why we’ve focused on rethinking the customer experience and designing smarter, safer solutions.
A Growing Track Record
This award follows our top-10 finish in Fast Company’s Most Innovative Companies (Household & Consumer Goods) earlier this year, as well as a win at the iF Design Awards. Step by step, recognition like this helps shine a spotlight on the power of design-led, purpose-driven innovation—even in industries that aren’t considered glamorous.
About Us
We’re a B Corp-certified company with a big mission: to eliminate 100 million pests by 2030. So far, our traps have already removed more than 22 million pests worldwide, including wiping out rat populations in four of New Zealand’s most fragile ecosystems.
Trusted by conservation leaders like The Nature Conservancy, Predator Free 2050, and the United Nations Development Program, we’re proud to be proving that a small, passionate Wellington team can take on a global challenge.