1 00:00:00,160 --> 00:00:03,480 Speaker 1: Catnip. It's the next big thing for our export industry. Apparently, 2 00:00:04,080 --> 00:00:07,240 Speaker 1: first catnip based wine taps into a growing trend for 3 00:00:07,320 --> 00:00:13,760 Speaker 1: the human afication, humanification of pet diet. Apparently it's backing 4 00:00:14,040 --> 00:00:16,120 Speaker 1: from the New Zealand trading and enterprise to go global. 5 00:00:16,120 --> 00:00:18,560 Speaker 1: Apparently John Roberts is the director of Muttley's Estate and 6 00:00:18,600 --> 00:00:20,160 Speaker 1: he's doing all of this and he's well this John, 7 00:00:20,239 --> 00:00:21,120 Speaker 1: very good morning to you. 8 00:00:21,800 --> 00:00:22,280 Speaker 2: Good morning. 9 00:00:22,320 --> 00:00:26,120 Speaker 1: I've looked at your website. Looks quite cool. Cat nip itself. 10 00:00:26,239 --> 00:00:30,280 Speaker 1: How widespread, how commercially used is it, whether in wine 11 00:00:30,360 --> 00:00:30,560 Speaker 1: or not? 12 00:00:31,880 --> 00:00:35,760 Speaker 2: Commercially not very at the moment. We're trying to grow 13 00:00:35,840 --> 00:00:39,440 Speaker 2: that market segment. It's a relatively easy crop to grow. 14 00:00:39,800 --> 00:00:41,760 Speaker 1: Okay, So you take a bottle of this and your 15 00:00:41,840 --> 00:00:43,960 Speaker 1: your marketing is quite clever, by the way, per no 16 00:00:44,840 --> 00:00:47,680 Speaker 1: et cetera. And you put what a little bit in 17 00:00:47,760 --> 00:00:49,920 Speaker 1: the food or they drink it straight the catt or 18 00:00:49,920 --> 00:00:50,440 Speaker 1: the dog. 19 00:00:50,960 --> 00:00:52,760 Speaker 2: They drink it straight out of the bottle. It's a 20 00:00:53,080 --> 00:00:54,400 Speaker 2: RTD wow. 21 00:00:54,640 --> 00:00:56,680 Speaker 1: And they And can you tell whether when you say they, 22 00:00:56,800 --> 00:00:58,800 Speaker 1: you know, sort of distresses them or can you tell 23 00:00:58,800 --> 00:00:59,480 Speaker 1: that for sure? 24 00:00:59,600 --> 00:01:06,280 Speaker 2: Or yeah, definitely you can with dogs especially especially older 25 00:01:06,319 --> 00:01:09,320 Speaker 2: dogs or dogs around fireworks. It really does seem to 26 00:01:09,319 --> 00:01:10,880 Speaker 2: calm them down when you put it in the bowl. 27 00:01:10,920 --> 00:01:14,720 Speaker 2: They just jumped straight at it. During one of our 28 00:01:14,760 --> 00:01:19,319 Speaker 2: tasting events in Herne Bay and also lloyd Alsmore in 29 00:01:19,600 --> 00:01:22,840 Speaker 2: East Auckland, the dogs ended up actually rolling around in 30 00:01:22,920 --> 00:01:25,319 Speaker 2: the bowl of the catnet try and get it on 31 00:01:25,319 --> 00:01:25,679 Speaker 2: their skin. 32 00:01:26,000 --> 00:01:28,920 Speaker 1: Okay, and shelf stable seems to be the key. You've 33 00:01:28,920 --> 00:01:30,679 Speaker 1: made the stuff shelf stable? How have you done that? 34 00:01:30,800 --> 00:01:31,600 Speaker 1: Is that complex? 35 00:01:32,560 --> 00:01:34,240 Speaker 2: Yeah? It took quite a bit of R and D 36 00:01:34,360 --> 00:01:36,920 Speaker 2: to get some of the earlier batches. We needed to 37 00:01:36,920 --> 00:01:39,680 Speaker 2: have a little play around with, but yeah, we finally 38 00:01:39,720 --> 00:01:40,640 Speaker 2: managed to figure it out. 39 00:01:41,160 --> 00:01:44,399 Speaker 1: Wow. And so you've got the market ish sort of 40 00:01:44,480 --> 00:01:47,480 Speaker 1: to yourself at the moment. What's the plan for the upscale? 41 00:01:48,480 --> 00:01:51,600 Speaker 2: Same for the upscale is exporting at the moment. We've 42 00:01:51,600 --> 00:01:55,720 Speaker 2: only been around for a short while getting good support locally, 43 00:01:56,320 --> 00:01:59,320 Speaker 2: vet clinics, pet retailers, that sort of thing. But we 44 00:01:59,400 --> 00:02:02,240 Speaker 2: are targeting the US and the Australian markets. 45 00:02:02,440 --> 00:02:05,080 Speaker 1: And what sort of growth do you see or you 46 00:02:05,120 --> 00:02:07,120 Speaker 1: just wouldn't dip your toe in and see what happens. 47 00:02:08,600 --> 00:02:12,880 Speaker 2: Growth in terms of the actual markets themselves is growing 48 00:02:12,960 --> 00:02:15,400 Speaker 2: quite rapidly. I think it's a five point seven percent 49 00:02:15,760 --> 00:02:19,079 Speaker 2: projected growth in the pet treet market in New Zealand 50 00:02:19,200 --> 00:02:24,800 Speaker 2: going forward. But the global pet treat market is just massive. 51 00:02:25,600 --> 00:02:28,519 Speaker 1: People mental, I mean what we're Anyone who's got a 52 00:02:28,560 --> 00:02:31,040 Speaker 1: pet goes mental, don't they. There's no amount of money 53 00:02:31,080 --> 00:02:33,320 Speaker 1: you are not prepared to spend on your pet. 54 00:02:34,200 --> 00:02:37,200 Speaker 2: Yeah, I mean even in America they've got designer dog 55 00:02:37,240 --> 00:02:38,800 Speaker 2: clothes like Hugo Boss hoodies. 56 00:02:40,080 --> 00:02:42,200 Speaker 1: Yeah, what's wrong with that? I've got one of those. No, 57 00:02:42,240 --> 00:02:44,200 Speaker 1: I'm kidding, I haven't got one of those. Exactly do 58 00:02:44,240 --> 00:02:47,120 Speaker 1: you come from catnip? From pet food? How do you 59 00:02:47,160 --> 00:02:47,720 Speaker 1: get into this? 60 00:02:48,760 --> 00:02:52,519 Speaker 2: My family in veterary pharmaceuticals, so we've had a veterary 61 00:02:52,520 --> 00:02:55,920 Speaker 2: pharmaceutical company founded by my grandfather for a number of years. 62 00:02:56,160 --> 00:02:58,400 Speaker 1: There you go, well, congratulations on it. I hope it 63 00:02:58,440 --> 00:03:00,280 Speaker 1: goes extremely well for you and we'll stay in touch 64 00:03:00,320 --> 00:03:03,440 Speaker 1: and chart you journey. John Roberts, who's director of Mutley's Estate. 65 00:03:03,800 --> 00:03:06,280 Speaker 1: Have a look at their little website. It's quite cool 66 00:03:06,320 --> 00:03:08,600 Speaker 1: if you're into the catnap. That's the other thing along 67 00:03:08,600 --> 00:03:11,280 Speaker 1: with coffee, isn't it. Once you get a pet Sam, 68 00:03:11,400 --> 00:03:13,000 Speaker 1: he's got a pit house. Day three of the pit, 69 00:03:13,240 --> 00:03:14,720 Speaker 1: by the way, is the day three of the pit 70 00:03:15,200 --> 00:03:20,440 Speaker 1: Day one. Unfortunately, doggy did the poopoos inside. I said, 71 00:03:20,520 --> 00:03:23,120 Speaker 1: sounds standard. Yeah, at least the doggie didn't do the 72 00:03:23,160 --> 00:03:26,280 Speaker 1: poopoos inside on the dining table, because there isn't one. 73 00:03:29,000 --> 00:03:31,880 Speaker 2: For more from the Mike Asking Breakfast, listen live to 74 00:03:32,000 --> 00:03:32,560 Speaker 2: news talks. 75 00:03:32,560 --> 00:03:35,760 Speaker 1: It'd be from six am weekdays, or follow the podcast 76 00:03:35,800 --> 00:03:36,680 Speaker 1: on iHeartRadio.