Kiwi trap ranked among world’s most innovative products

Goodnature’s world-first hi-tech Mouse Trap has been named one of 2025’s most innovative household products by Fast Company, the influential US publication that spotlights groundbreaking design, creativity, and technology worldwide.

Goodnature Rat Traps popular with farmers.

Fast Company’s prestigious Most Innovative Companies list ranks Goodnature number six in the global consumer and household goods category.

Fast Company editor-in-chief Brendan Vaughan says its list of the Most Innovative Companies offers both a comprehensive look at innovation today and a playbook for the future.

“This year, we recognise companies that are harnessing AI in deep and meaningful ways, brands that are turning customers into superfans by overdelivering for them, and challengers that are introducing bold ideas and vital competition to their industries. At a time when the world is rapidly shifting, these companies are charting the way forward,” he says.

Launched just six months ago, the Goodnature Mouse Trap is the first product from the 20-year-old Wellington-based company designed for indoor use.

It tracks kills via smartphone, uses world-leading infrared no-touch sensors, and delivers swift, clean kills before automatically resetting itself—without toxins.

Demand for this Newtown-born innovation has taken off across the US, Europe, and beyond.

Goodnature CEO Dave Shoemack believes the pest control industry has rested on its laurels for too long and is ripe for disruption.

“Innovation at Goodnature is about making a meaningful difference in the world while creating products that genuinely delight customers and solve real problems at scale.”

He adds that despite being based in New Zealand, Goodnature operates globally, with over 80 per cent of their business now being exported.

Winning these awards, Shoemack says, proves Goodnature is leading the transformation of global pest control.

“Recognition like this is a huge source of pride and confidence for our design, engineering, and manufacturing teams. We’re also proud to be the only B Corp-certified pest control company in the world—our commitment to balancing people, planet, and profit is embedded in our product design.”

Established in 2005, the company began its mission in the wild to eradicate pests and is now scaling its goal of rewilding the world.

So far, its traps have killed 22 million pests globally and wiped out rat populations in four of New Zealand’s most fragile ecosystems.