20 hours ago
World's Only B Corp Pest Control Company ‘All In' On New Standards
Goodnature, the world's only B Corp-certified pest control company, is welcoming the sweeping changes to B Corp certification standards, saying the update raises the bar for better business — and they're going 'all in' without yet knowing the specific requirements they'll be measured against, which will be revealed July 1.
Goodnature's outdoor traps have killed around 25 million pests globally since 2005. The company released the world's smartest mousetrap in September 2024, with more than 6,000 traps activated worldwide since. Its Wellington-based team is on a mission to eliminate 100 million pests by 2030, without relying on toxins.
In April 2025, B Lab - the nonprofit behind B Corp certification - unveiled the most significant overhaul of its standards in nearly two decades. Under the new framework, businesses must meet minimum requirements across seven pillars, meaning companies will no longer be able to offset weaknesses in one area with strengths in another. The seven pillars now include climate action, human rights, environmental stewardship, and circularity, among others. Businesses due for recertification will have an additional 12 months to meet the new standards.
Goodnature has been B Corp certified since May 2023 and remains the only pest control company in the world to hold the certification. CEO Dave Shoemack says the company has committed to meeting the new standards despite not knowing the assessment criteria.
'It'll force us to improve and lift our game — and we're up for it,' Shoemack says. 'We're taking this leap of faith because, to us, this is what good business looks like.
'Consumers want to know the work behind the label is real. With the new requirements, you can't fake your way through. We've looked at some certified businesses in the past and thought, how did they make the cut? The move away from a flexible scoring system to firm minimum standards removes that ambiguity. Now, every B Corp will have to meet the same clear expectations — and that strengthens the credibility of the whole movement.'
For Goodnature, being B Corp certified has always been a key differentiator for their brand in global markets.
'It sets us apart from our competitors in a visible, credible way. We already do a lot of things differently, and B Corp helps us make that difference clear,' says Shoemack.
'As we grow, it keeps us honest. What could be seen as constraints are actually opportunities to scale in a way that stays true to our purpose. It's a great compass.'
He says the new requirements will demand deeper transparency and rigour, which the team welcomes.
'We'll be mapping our supply chain more thoroughly, setting clear climate action plans with measurable targets, and getting to know our products and materials even more intimately. While B Corp certification isn't a silver bullet, it remains one of the most comprehensive and credible tools available to businesses.
'These sweeping changes mean you have to walk the talk — and we're here for it. We're choosing to trust the process and support the direction B Corp is taking. Even without all the details, we know this is the right call for us.'
You can find out more about Goodnature at
About Goodnature
Established in 2005, Goodnature is the only B Corp certified pest control company in the world. Initially beginning its mission in the wild to eradicate pests, it's now scaling its goal of rewilding the world with the introduction of the Goodnature Mouse Trap, the first product they've designed for inside the home in 20 years. So far, their traps have killed 22 million pests globally and wiped out rat populations in four of New Zealand's most fragile ecosystems. Goodnature is also trusted by some of the world's toughest conservation groups, including the Nature Conservancy, Predator Free 2050 and the United Nations Development Program.
