A new horticultural initiative is set to transform New Zealand into a commercial catnip producer, paving the way to export locally made pet wines to international markets.
Catnip (or Nepeta cataria) was introduced to New Zealand as a garden herb in 1870 and has been seen to positively impact mood in around two-thirds of cats while helping to soothe anxiety in dogs.
Global demand for catnip has risen, driven by pet product manufacturers and natural health industries. The catnip essential oil market alone is projected to grow by 5.8 percent annually by 2030 to reach NZD 400m.
Kiwi startup, Muttley’s Estate, is believed to be the world’s first manufacturer to have created a shelf-stable pet wine that can be stored for up to 12 months. The breakthrough has made large-scale production and export more viable.
John Roberts, Muttley’s Estate director, said catnip is a resilient crop that has adapted to grow well in New Zealand’s temperate climate and well-drained soils since it was first introduced. The commercial-scale farming of catnip will further diversify New Zealand’s horticultural sector.
Roberts added that with a growing domestic footprint, the company has now set its sights on the lucrative US market, where pet owners are increasingly seeking premium, novelty products for their furry companions.
“One of the key advantages of catnip is that even a small crop yields enough to produce a batch of pet wine, allowing us to create a high-value product without requiring extensive land investment,” he said.
“With the growing international interest in catnip and the ‘humanification’ of pet diets, it was a natural extension to explore the development of a premium beverage for pet owners to celebrate with their pets.”
Since launching the range in New Zealand less than a year ago, Muttley’s Estate has already signed over 40 retailers and developed a strong direct-to-consumer channel presence.
“We believe the reputation of New Zealand’s wine sector in North America will help us establish an entry into this market and we now actively looking for US distributors.”
Roberts added that research showed the impact of chronic anxiety and stress among pets has become more prevalent due to a combination of urbanisation, multi-pet household dynamics, ongoing issues relating to the pandemic and shifting lifestyles.
International studies have found that almost a third of dogs show sensitivity to noise, with fireworks a particular problem. Meanwhile, 29 percent of dogs are said to be highly fearful, and 14 percent show highly problematic aggression.
Symptoms of anxiety in cats are often more subtle. Yet, owners reported signs of tail flicking, avoiding eye contact, and shifting head/body away repeatedly (every week or every other day) or more often than usual.
“We created the range to help alleviate some of the modern stressors on pets, but unlike conventional wines, our products contain zero alcohol.”
The range offers multiple 'varietals,' each featuring a different concentration of catnip: lighter whites such as the Champawgne appeal more to cats, while the deeper blends, such as the Purrno Noir and Pawt, are popular with dogs.
Muttley’s Estate is already selling through veterinary clinics and pet retailers and has also held tasting events at local dog parks.
“We were overrun by canines wanting to taste the pet wine, and it demonstrated the positive response across various breeds. We’re now working with New Zealand Trade and Enterprise to identify distributors in overseas markets.”
Roberts would love to see all the fields of catnip grown right here. The idea of turning a small backyard experiment into a nationwide horticultural endeavour and sharing it with pet lovers worldwide is fascinating.
The company has also been investigating the potential of catnip for human consumption, with trials underway to determine its suitability for the human market.
“Catnip is related to the mint family, so it is safe for humans. We're working with food technologists to explore the possibilities.”
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