Barking up the right tree
Born out of a backyard moment in Northland, Bonno Dog Chews creates natural, eco-friendly dog chews made from waste mānuka wood.
What started as a curious accident turned into a purpose-driven business committed to sustainability, quality, and innovation - with a little help from Northland Inc along the way.
While smoking fish one day, Northland fisherman and co-founder Tony Egerton noticed his dog Rosie chewing happily on a piece of manuka.
Unlike other woods, it didn’t splinter, and that sparked an idea.
Could this uniquely tough, naturally shed timber be transformed into a safe, long-lasting dog chew?
Together with his partner Stefanie, the pair began testing and experimenting.
Their journey took time, with pauses and restarts, but eventually the idea took shape: Bonno Dog Chews, a sustainable treat for dogs and their humans alike.
Bonno chews are made from discarded manuka, gathered from forestry access tracks and property developments where the wood would otherwise be burned or left to rot.
It’s a zero-waste approach that gives new life to one of New Zealand’s most iconic native species.
“Manuka is one of the hardest, fastest-growing, and most sustainable woods in the world. It's rare and completely unique to this part of the world,” says Tony Egerton.
“The fact it doesn’t splinter makes it perfect for dogs.”
Strong and handcrafted to last, but softer and kinder to teeth than bone or antler, Bonno chews come in five different sizes to cater for all dog sizes and breeds; contain no plastic or nylon, and are free of animal products, artificial ingredients and additives.
Each chew is finished with NZ flaxseed oil, comes in recyclable packaging and can be discarded in the garden or the paddock to decompose naturally when it’s reached the end of its life.
All dogs are different but have the common natural instinct to chew, the Egertons say.
Chewing keeps their jaws strong, helps dental and oral hygiene, and is naturally calming and stress relieving.
The Egertons connected with Northland Inc to advance their business idea early on, first through a workshop in Kerikeri, then more formally through a Northland Inc Growth Advisor.
The support they received ranged from product development advice to funding guidance and referrals to key contacts and training opportunities.
“The advice, the contacts, the follow-ups - it was just amazing. I kept thinking, ‘What do I have to lose?’ So, we followed the suggestions and picked what worked for us,” says Stef Egerton.
They also completed the NZ Entrepreneur course, earning a scholarship and building valuable knowledge around marketing, IP, and business strategy.
Bonno had a soft launch in late 2024, followed by organic growth through word of mouth and small local stockists.
One retailer’s post on social media sparked wider interest, and soon other pet stores came knocking.
Now, Bonno is stocked in multiple stores, is in talks with a national distributor, and has secured approval to use the NZ FernMark on its packaging - an important step for exports.
“It’s pretty special,” says Stef Egerton. “We’re proud to have built something from scratch, and to do it properly, with sustainability and quality at the heart of it.”
“If there’s one thing we’ve learned, it’s this: think big. You won’t grow big unless you think big. Northland Inc helped us think that way - and gave us the tools to act on it.”
With strong foundations in place, Bonno is now preparing for the next stage of growth.
Exporting is firmly on the horizon, alongside expanding its local retail network and continuing to educate consumers about the value of sustainable pet products.
“Northland Inc has been our go-to. We can call for advice, get contacts, and receive encouragement every step of the way. Without them, we wouldn’t be here.”