Barking Up the Right Tree - Bonno Dog Chews
Born out of a backyard moment in Te Tai Tokerau, Bonno creates natural, eco-friendly dog chews made from waste Mānuka wood. What started as a curious accident turned into a purpose-driven business committed to sustainability, quality, and innovation - with a little help from Northland Inc along the way.
Co-founder Tony Egerton with Northland Inc Growth Advisor Prue Street
A spark of inspiration
Bubbles, one of the couple's three dogs.
While smoking fish one day, co-founder Tony noticed his dog chewing happily on a piece of Mānuka. Unlike other woods, it didn’t splinter, and that sparked an idea. Could this uniquely tough, naturally shed timber be transformed into a safe, long-lasting dog chew?
Together with his partner Stef, the pair began testing and experimenting. Their journey took time, with pauses and restarts, but eventually the idea took shape: Bonno Dog Chews, a sustainable treat for dogs and their humans alike.
What makes Bonno different?
Bonno chews are made from discarded Mānuka, gathered from forestry access tracks and property developments where the wood would otherwise be burned or left to rot. It’s a zero-waste approach that gives new life to one of Aotearoa’s most iconic native species.
“Mānuka is one of the hardest, fastest-growing, and most sustainable woods in the world. It's rare and completely unique to this part of the world,” says Tony. “The fact it doesn’t splinter makes it perfect for dogs.”
Navigating the journey
Stef and Tony connected with Northland Inc early on, first through a workshop in Kerikeri, then more formally through a Northland Inc Growth Advisor. The support they received ranged from product development advice to funding guidance and referrals to key contacts and training opportunities.
“The advice, the contacts, the follow-ups - it was just amazing. I kept thinking, ‘What do I have to lose?’ So, we followed the suggestions and picked what worked for us” says Stef.
One of those contacts led them to Marx Design, a sustainable packaging agency that helped bring Bonno’s brand and packaging to life. They also completed the NZ Entrepreneur course, earning a scholarship and building valuable knowledge around marketing, IP, and business strategy.
“From helping navigate funding pathways to making introductions to industry leaders, the support from Northland Inc has been both practical and motivating.”
Packaging was designed by sustainable packaging agency, Marx Design. A contact provided by their Northland Inc Growth Advisor.
Gaining traction
Bonno had a soft launch in late 2024, followed by organic growth through word of mouth and small local stockists. One retailer’s post on social media sparked wider interest, and soon other pet stores came knocking.
Now, Bonno is stocked in multiple stores, is in talks with a national distributor, and has secured approval to use the New Zealand FernMark on its packaging - an important step for exports.
“It’s pretty special,” says Stef. “We’re proud to have built something from scratch, and to do it properly, with sustainability and quality at the heart of it.”
“If there’s one thing we’ve learned, it’s this: think big. You won’t grow big unless you think big. Northland Inc helped us think that way - and gave us the tools to act on it.”
The road ahead
With strong foundations in place, Bonno is now preparing for the next stage of growth. Exporting is firmly on the horizon, alongside expanding its local retail network and continuing to educate consumers about the value of sustainable pet products.
“Northland Inc has been our go-to. We can call for advice, get contacts, and receive encouragement every step of the way. Without them, we wouldn’t be here. The positivity, the follow-ups, the belief in our idea, it’s kept us going when things felt overwhelming. And now, we’re seeing the results.”
And as for the dogs? They’re loving it too. “We haven’t had a single negative review,” Stef smiles. “That says a lot.”
Stef and Tony in one of their workshops where they make the Bonno Dog Chews.