You know that Ziwi’s petfood range is premium quality when the chief executive Stuart Irvine openly admits to having had a taste test. “I can promise you, I have tasted the pet food,” Stuart says with a chuckle.“We’re very confident in the quality of our ingredients, so we have no problem sampling the products ourselves.”
His willingness to put the pet food to the test is a reflection of Ziwi’s broader ethos. The company sources all of its ingredients from the human food chain.
“If you look at our facility in Awatoto, you’ll see whole fish, piles of green-lipped mussels, and other high-quality proteins. “There’s nothing in there that you wouldn’t find in a human food factory.”
Ziwi chief executive Stuart Irvine What started as a small operation in Mount Maunganui has grown into the country’s largest pet food exporter, with a state-of-the-art $100 million facility in Awatoto and a global footprint spanning the United States, China, and beyond.
The Ziwi story began in 2002 when founder Peter Mitchell set out to create a pet food brand that captured the natural goodness of New Zealand’s pristine ingredients. At a time when the pet food market was dominated by mass-produced, highly processed offerings, Peter envisioned something different – a premium product made with the same care and attention as human-grade food. Today Ziwi has over 50 percent market share and exports its premium pet food products to 35 countries with its biggest markets being the US, China and Australia.
In early 2023 Ziwi suffered a huge set back with the sudden closure of its just completed ‘super-kitchen’ facility when Cyclone Gabrielle struck, adding another $30m in rebuild costs. It was a tough time but rebuilding was never in doubt and the facility is now close to full production with a new cannery set to open.
The recovery efforts were recognised with top honours at the 2024 Hawke’s Bay Export Awards. “That award was a real morale boost for the team. It showed that their efforts were appreciated, and it’s a great reflection of the strong community ties we’ve built in Hawke’s Bay.
“We’re proud to be a Hawke’s Bay business. “The quality of the ingredients we can access here is unbeatable, and we’re committed to being a good corporate citizen and supporting the community in any way we can.” Globally Ziwi employs over 450 people, more than half based in Hawke’s Bay along with a small head office team in Auckland, offshore in China and the US as well as some based in a small processing facility in Christchurch and a packaging site in Tauranga.
Stuart says the status of pets has changed dramatically over the years, hence the growth in the premium end of the market. Gone are the days when pets were relegated to the backyard and today’s pet owners are treating their four-legged companions more like children than animals, and the pet food industry is scrambling to keep up. “The relationship between people and their pets has really deepened and advanced.
“Pets are no longer just members of the family – they’re being pampered and cared for like our own children.” This shift in consumer attitudes is having a profound impact on the pet food market. Stuart has witnessed firsthand how younger generations, particularly in China, are driving the trend. In fact, he notes that 60% of pet owners in the country are under the age of 25.
“These younger pet owners are treating their animals with the same level of care and attention that they would a human child,” “They’re doting on them, taking them on trips, and, most importantly, feeding them the very best food money can buy.” And that’s where the pet food industry comes in.
Consumers are no longer satisfied with mass-produced, highly processed kibble. Instead, they’re demanding premium, natural products that mirror the quality of human-grade food. “They’re looking for high-protein formulas, functional ingredients like probiotics, and even specialised supplements to support their animals’ health and wellbeing.”
“That’s why we’ve invested so heavily in research and development, exploring new products and formulations to meet the evolving needs of our consumers.” From freeze-dried treats to specialized supplements, the pet food aisle is starting to look more like the human food section. And as pet owners continue to treat their furry friends like family, the industry is poised for even more dramatic transformation.
“This is just the beginning,” Irvine predicts. “As people become more conscious of what they’re feeding their pets, the demand for premium, natural products is only going to grow.
It’san exciting time to be in the pet food business.” That commitment is reflected in Ziwi’s approach to research and development, which is a key focus for the company. With a dedicated team of scientists and a state-of-the-art R&D facility, Ziwi is constantly exploring new ways to innovate and meet the evolving needs of pet owners.
“The pet food market is changing rapidly, and we need to stay ahead of the curve,” he says.
