From the backyard to Bonno – a uniquely Kiwi dog chew with global potential
It started with a fishing trip, a smoker, and a piece of Mānuka wood. A few years later, a simple stick has been transformed into an exciting natural pet product – Bonno, a uniquely Kiwi chew for dogs.
But Bonno is more than just a dog chew. It’s a product with iconic New Zealand roots, created by a couple with a shared love of dogs, the outdoors, and sustainable innovation. And like so many great Kiwi businesses, it began quietly, at home, with a simple question, “Why isn’t anyone doing this already?”
After the Covid lockdowns, Northland fisherman Tony Egerton had returned to doing what he loved best – catching fresh fish and naturally smoking them over wood chips. Tony and his wife Stefanie’s Border Collie, Rosie, was also doing what she loved best, sneaking off to her favourite corner of the backyard with a bit of wood to chew.
“Unfortunately, most of the wood pieces she tends to find around here are sharp and splintery. But this piece wasn’t. It was Mānuka and had naturally formed into this clean, pencil-like shape,” recalls Stefanie.
“I also noticed how hard but fine-grained it was. And I remember thinking to myself – this could be something special.”
With three dogs of their own, the couple were already familiar with the challenge of finding good quality chews. Looking around, they found the market saturated with synthetic toys and dried animal parts, but nothing truly natural or local.
“We did some research and saw that in Europe, people were using olive wood, coffee wood, even briar wood for natural chews,” says Stefanie.
“It just made sense. And because Mānuka is uniquely ours, why not give dogs something Kiwi-grown, safe, and sustainable to chew on?”
As a natural chew made from locally sourced Mānuka wood, Bonno is not a stick from the beach. It’s also not a toy, and not for throwing.
“Bonno provides a long-lasting chewing experience that gives dogs what they instinctively crave – something to sink their teeth into,” explains Stefanie.
“The wood is incredibly hard but won’t shatter or splinter. That makes it perfect for chewing without risking dental injury. As dogs gnaw, the chew acts like a natural toothbrush, helping clean teeth and massage gums.”
She says it also provides a calming outlet for dog anxiety or boredom.
“Chewing releases endorphins. It helps dogs relax, self-soothe, and stay engaged – especially puppies or dogs prone to destructive chewing.”
Stefanie says it was 2021 when the idea began to take shape – both metaphorically and physically – though it would take a couple more years to get Bonno out of the bush and into the hands of dog owners.
A crucial part of the Bonno story is not just that it is made in Aotearoa – it couldn’t be made anywhere else. Every chew is made from Mānuka wood that is a byproduct of local forestry and land development projects.
“Mānuka grows all over New Zealand and regenerates quickly, so it’s often seen as a weed or waste product,” Stefanie explains.
“It’s one of the hardest native woods, with a short, tight grain. And the bonus is, it smells incredible too. That’s why it’s used for smoking meats and flavouring pizza ovens. Still, most of it ends up burned or discarded. So we’re aiming to change that.”
The process of making Bonno products ensures every part of the Mānuka is used. The bark becomes landscaping mulch, while the sawdust and offcuts are sold for cooking and heating. Then the smoothest, strongest pieces are hand-finished into Bonno Chews, coated with New Zealand flaxseed oil (a source of natural omega oils) and packaged without plastic.
It’s a full-circle, sustainable product that showcases what’s possible when traditional resources are reimagined.
“Bonno is proudly made in New Zealand – and it’s exciting to think about taking it to the world one day.”
Stefanie is an IT consultant by trade, so while she knows a bit about running a business, she says making the leap from a service-based offering to products has been a real learning experience.
“I came to New Zealand on a working holiday and ended up falling in love – both with the country and my now husband. It’s the classic story.
“Now, I’m proud to be building something here, from scratch, that reflects what we value. And while it has been a huge learning curve, I’ve had great support from Northland Inc, NZ Entrepreneur, and other small business mentors.”
While Stefanie and Tony may have taken the long route to get their product to market – testing the product with fellow dog lovers, talking to pet retailers, and sponsoring agility shows (a community they’re very involved in) – she says it was all worth it, as they have been overwhelmed by the response.
“What’s really cool is seeing people pick up the chew and go, ‘Wow, I’ve never seen anything like this!’”
There are five sizes to suit different dog breeds, and each Bonno chew is naturally shaped, not machine-cut or made from composites.
“Once it’s too small for your dog to safely hold in their paws, it’s time to replace it. Bonno is 100% Mānuka wood, with no additives, no glue, and no nasties. That’s what makes it different,” says Stefanie.
“Safety is our top priority. We don’t make play toys. We make chews. And we’re really upfront about when and how to use them.”
What started with a sneaky, stolen stick has grown into something much bigger – and it’s only just getting started, with hints of moving into overseas exporting when the time is right.
“We’ve had amazing feedback. Dogs love them, owners love them, and people really respond to the sustainability side of it. And once we’re established here, we will certainly be looking at taking Bonno to the world stage.
“It’s exciting, and a little scary, but we know we’re onto something good.”
By Erin Harrison
