This year has been a powerful reminder of what’s possible when we combine innovation, dedication, and a shared commitment to protecting the ecosystems we love. From new trappers joining the movement to exciting milestones and sustainability improvements, this year was all about showing that rewilding isn’t just for the experts, it’s for everyone.

Whether you’re 8 or 80, setting up a trap in your backyard or managing a community trap line, every action adds up to something incredible. Let’s take a look back at what we achieved together in 2024.

Our impact in numbers

This year, our amazing team shipped a record-breaking 100,700 traps, including our all-rounder A24 Rat & Mouse trap, the A18 Grey Squirrel trap, and our brand-new Mouse Trap.

Our smart traps are now active in 62 countries, with 21,526 new smart trap activations in 2024 alone. Most of these traps are deployed to manage rat populations, therefore we can estimate an estimated 10,800 additional hectares protected by 2024’s new smart traps alone, an area about the size of Paris!

Through collective effort, you logged an incredible 195,770 kills in the Goodnature app, a +34% increase from 2023. This steady growth shows how many of you are rolling up your sleeves to make a difference in your local ecosystems.

While New Zealand continues to lead the way with 101,013 pests removed in 2024 (+12.5% from 2023), we noticed some incredible growth in international markets this year. Australia maintained its strong efforts with 28,396 kills, while the US saw an astounding surge to 19,665 pests removed, a +178% increase! The UK followed with an impressive 13,719 kills (+412%), and Sweden made a remarkable entry into the top 5 with 9,653 kills, an incredible +678% growth. These numbers are based on Smart Trap data only, so the positive impact is even greater when considering the non-connected traps that are also being deployed. This shows the growing momentum for rewilding globally and the shared commitment to creating safer habitats and balanced ecosystems for native species to thrive.

Small changes, big impact

This year, we made meaningful progress in reducing our environmental footprint while ensuring our products remain as reliable and effective as ever. By switching to biodegradable Trap Location Cards, we’re saving an estimated 648kg of virgin plastics annually. These cards play a vital role in helping you find the best location to set up your trap and achieve optimal results, a must-have in every trapper’s toolkit!

We also redesigned our Trap Stands to make them lighter and better for the planet. Now locally manufactured with 100% Post-Consumer Recycled plastics, these stands saved 4 tonnes of virgin plastics this year alone. Since rodents have small home ranges, it’s important to move your trap once you’ve cleared a population in one area. This updated accessory makes relocating your A24 Rat & Mouse Trap easier, and much kinder to the planet.

Our sustainability efforts didn’t stop there. The Solid Lure for our Goodnature Mouse Trap is 100% compostable and packaged in recyclable, paper-based materials. And when it comes to our pastes, we’ve long sourced recycled canola oil from fish and chip shops, saving approximately 18 million liters of water annually that would be needed on canola crops if we used virgin oil (enough to fill 7 Olympic-sized pools) while also minimising soil degradation, greenhouse gas emissions, and waste.

These steps are just the beginning. By rethinking how we design, manufacture, and package, we’re showing that sustainability and performance can go hand in hand. Together, we’re creating solutions that protect ecosystems and lighten our impact on the planet. 🌍

Celebrating milestones

2024 was a landmark year for the Goodnature whānau, filled with plenty to celebrate. In August, we moved into a larger space in the heart of Wellington. With demand growing, this new space gives us room to scale production, innovate, and take the next big steps in our mission to protect ecosystems worldwide.

One of our proudest moments this year was the launch of the Goodnature Mouse Trap. Years in the making, this game-changing trap is designed for homeowners to protect their houses with an effective, stylish, and smart solution that, by extension, makes a positive impact on urban ecosystems. We also had the incredible honor of winning big at the Best Design Awards, with our new Mouse Trap and launch campaign recognized for their innovation and creativity. These achievements are a testament to the dedication and innovation our team demonstrated throughout the project.

Speaking of our team, we welcomed 6 new Goodnaturists this year, growing our whānau even further, and we’re thrilled to share that two babies are on the way, too!

Cahoot: Scaling Impact Together

Finally, our Cahoot initiative is soon turning three, and we couldn’t be more excited! We’ve welcomed 30 community groups into the program so far, helping them scale their efforts with our Buy One, Get One offer. Together, these groups have put 3,000 traps to work across New Zealand, making a huge difference for local ecosystems.

As we look to the new year, we’re motivated by the progress we’ve made and inspired to do even more. In 2025, we’ll continue to innovate, expand our reach, encourage more people to embrace trapping in their own backyards, and work hand-in-hand with communities to protect endangered ecosystems across the globe.

Thank you for being part of this journey. Together, we’re helping rewild the world—one trap, one community, and one ecosystem at a time.