News and events

Petfood NZ launch web 15 800 x 600

PetfoodNZ set to be a household name

13 March 2018

PetfoodNZ may not be a household name in Gisborne. But, 2018 marks a new era for the Gisborne-based pet food company soon to launch two new brands of choice for pet owners across Asia.

PetfoodNZ currently supplies premium canned pet-food to increasingly sophisticated national and international markets by way of third party contracts. They relocated their operation from Tauranga to Gisborne in 2008 and, with the international pet-food industry growing, they haven’t looked back. With funding support from ECT and significant investment of their own, the team has developed two new canned pet food brands, launched locally yesterday and which they will launch at the Interzoo Expo in Germany in May.


“Our current business model is based on supplying approximately 100 small customers, and that has served us well. However, our aspirations for continued growth require us to shift our model to one based on our own brands, which will enable us to grow our volume and profitability.”


Mr Moulds expects the change will allow them to move from operating one shift at their Kahutia Street factory to two, maximising production at their current plant by increasing their operation to 24 hours a day, 7 days a week. This is a change which, he hopes, will create at least 30 to 50 new jobs.

Branding approach will create a regional legacy

The development of the new brands has been extensive – is set to be a game-changer, and has been an entirely local effort.

“We engaged Morley Design Group to guide us through the brand development work, and, thanks to some serendipity, the idea of involving Jarratt Create and Educate arose.”

Rees Morley and Jarratt Create and Educate have taken the management team on a unique creative journey that has become much larger than the actual brand development process, and has resulted in local tamariki and rangatahi being intimately involved in the brand creation process.

“What happened was something quite extraordinary,” says Pete Jarratt.

“Rees and Phil were both open to letting this new approach unfold and what we now have is an international brand development process with young people at the centre of it. It’s a world-first, created right here in Gisborne.”

Phil agrees that this has led to some real magic. “We’re really excited about what is happening here - we have travelled down a new path, enabling children to be involved a ‘real world’ experience that we plan to grow and foster – and the experience for us as a business has been incredible. This is a ground-breaking model of business development.”


The most visible outcome of the involvement of young people and PetfoodNZ staff in the brand development work is the stunning artwork on the labels and other branding materials – but that’s just the tip of the iceberg. “Each product variant has its own story,” says Ellen Jarratt. “The colours and textures, the text, and the finished labels in their entirety represent a story shared with us by the children and adults involved in this creative process.”


Rees agrees that this has been a unique journey and is excited to share plans for beyond the international launch in Germany in May.

“The piece of the work that we’re focused on now will provide consumers with a window into our world, our region, and a glimpse of the wonderful taonga that is our children,” he says. “The children’s work is absolutely central to these brands, and what that means in practise is so exciting. We’ve still got a few surprises up our sleeve as we work towards the launch in May.”


PetfoodNZ has pledged to use these new brands as a platform for developing this pilot approach into a sustainable and ongoing programme. Once the brands are established and profit-making, a proportion of the profit will be ring-fenced for the development of an ongoing creative collaboration between tamariki & rangatahi of Te Tairāwhiti and industry, with the detail to be determined by the key partners in this collaboration – PetfoodNZ, Jarratt Create and Educate, and Morley Design Group.


Project benefitted from local funding and support


In August 2017, Activate Tairawhiti and Eastland Community Trust approved a $30,000 grant through its Economic Investigation and Research fund to support the market and consumer research stage of the project.


Activate Tairawhiti general manager economic development, Steve Breen, says the team was pleased to support the R&D aspects of the project, particularly given that the business has a proven track-record of innovation, entrepreneurship, and growth.


“Supporting the development of their business model made sense. It has enabled PetfoodNZ to develop a pathway for growth that expands their capacity and enables them to sustain and expand their manufacturing operation in Gisborne.
“Businesses like PetfoodNZ are a critical part of our region’s sustainable employment puzzle and add real diversity to the local economy,” he says.


Committed to keeping it local


PetfoodNZ is leveraging the excellent reputation of this region, and this country, for high quality raw ingredients and finished products. And, with strong international demand for Petfood NZ products, Mr Moulds remains committed to the region.
“We engage local providers in almost everything we do. We do our best to ensure that our investment not only grows our own business, but supports and enhances other local businesses.
“Now, by creating our own brands, we extract more value from our operations, create more jobs, and grow Gisborne’s economy.”


Ultimately, Mr Moulds says he hopes to develop a new site with a purpose-built factory, which would incorporate the current canning plant, with plenty of room for expansion.
“Eventually we hope to build a large dry-food manufacturing plant as well. Once this factory is up and running, we anticipate that the business will employ approximately 120 people.


“Developing our business in this way will position us extremely well to capitalise on a strong and growing industry, and our position of strength within that industry,” he says.

PetfoodNZ may not be a household name in Gisborne. But, 2018 marks a new era for the Gisborne-based pet food company soon to launch two new brands of choice for pet owners across Asia.

PetfoodNZ currently supplies premium canned pet-food to increasingly sophisticated national and international markets by way of third party contracts. They relocated their operation from Tauranga to Gisborne in 2008 and, with the international pet-food industry growing, they haven’t looked back. With funding support from ECT and significant investment of their own, the team has developed two new canned pet food brands, launched locally yesterday and which they will launch at the Interzoo Expo in Germany in May.

“Our current business model is based on supplying approximately 100 small customers, and that has served us well.  However, our aspirations for continued growth require us to shift our model to one based on our own brands, which will enable us to grow our volume and profitability.”

Mr Moulds expects the change will allow them to move from operating one shift at their Kahutia Street factory to two, maximising production at their current plant by increasing their operation to 24 hours a day, 7 days a week.  This is a change which, he hopes, will create at least 30 to 50 new jobs.

Branding approach will create a regional legacy

The development of the new brands has been extensive – is set to be a game-changer, and has been an entirely local effort.

"We engaged Morley Design Group to guide us through the brand development work, and, thanks to some serendipity, the idea of involving Jarratt Create and Educate arose.”   

Rees Morley and Jarratt Create and Educate have taken the management team on a unique creative journey that has become much larger than the actual brand development process, and has resulted in local tamariki and rangatahi being intimately involved in the brand creation process.

“What happened was something quite extraordinary,” says Pete Jarratt.

“Rees and Phil were both open to letting this new approach unfold and what we now have is an international brand development process with young people at the centre of it.  It’s a world-first, created right here in Gisborne.”

Phil agrees that this has led to some real magic.  “We’re really excited about what is happening here - we have travelled down a new path, enabling children to be involved a ‘real world’ experience that we plan to grow and foster – and the experience for us as a business has been incredible.  This is a ground-breaking model of business development.”

The most visible outcome of the involvement of young people and PetfoodNZ staff in the brand development work is the stunning artwork on the labels and other branding materials – but that’s just the tip of the iceberg.  “Each product variant has its own story,” says Ellen Jarratt.  “The colours and textures, the text, and the finished labels in their entirety represent a story shared with us by the children and adults involved in this creative process.”

Rees agrees that this has been a unique journey and is excited to share plans for beyond the international launch in Germany in May.  “The piece of the work that we’re focused on now will provide consumers with a window into our world, our region, and a glimpse of the wonderful taonga that is our children,” he says.  “The children’s work is absolutely central to these brands, and what that means in practise is so exciting.  We’ve still got a few surprises up our sleeve as we work towards the launch in May.”

PetfoodNZ has pledged to use these new brands as a platform for developing this pilot approach into a sustainable and ongoing programme.  Once the brands are established and profit-making, a proportion of the profit will be ring-fenced for the development of an ongoing creative collaboration between tamariki & rangatahi of Te Tairāwhiti and industry, with the detail to be determined by the key partners in this collaboration – PetfoodNZ, Jarratt Create and Educate, and Morley Design Group.

Project benefitted from local funding and support

In August 2017, Eastland Community Trust approved a $30,000 grant through its Economic Investigation and Research fund to support the market and consumer research stage of the project.

Activate Tairawhiti general manager economic development, Steve Breen, says the team was pleased to support the R&D aspects of the project, particularly given that the business has a proven track-record of innovation, entrepreneurship, and growth.

“Supporting the development of their business model made sense. It has enabled PetfoodNZ to develop a pathway for growth that expands their capacity and enables them to sustain and expand their manufacturing operation in Gisborne.

“Businesses like PetfoodNZ are a critical part of our region’s sustainable employment puzzle and add real diversity to the local economy,” he says.

Committed to keeping it local

PetfoodNZ is leveraging the excellent reputation of this region, and this country, for high quality raw ingredients and finished products. And, with strong international demand for Petfood NZ products, Mr Moulds remains committed to the region.

“We engage local providers in almost everything we do. We do our best to ensure that our investment not only grows our own business, but supports and enhances other local businesses.

“Now, by creating our own brands, we extract more value from our operations, create more jobs, and grow Gisborne’s economy.”

Ultimately, Mr Moulds says he hopes to develop a new site with a purpose-built factory, which would incorporate the current canning plant, with plenty of room for expansion. 

“Eventually we hope to build a large dry-food manufacturing plant as well.  Once this factory is up and running, we anticipate that the business will employ approximately 120 people.

“Developing our business in this way will position us extremely well to capitalise on a strong and growing industry, and our position of strength within that industry,” he says.

More News
DJI 0431 resize
<< PREVIOUS ARTICLE
7 February 2018
BETWEEN 50 and 60 new jobs will be created with the sale of Prime Sawmill to New Zealand-owned Far East Sawmills this week.
BM Avalanche
NEXT ARTICLE >>
15 May 2018
Our Business Mentoring Programme provides 12 months of confidential one-on-one advice for owners of small and medium-sized businesses who want to grow or need help to solve specific business challenges.