Business Incubator at Ngawha Innovation Park Springboards Global Success for Holistic Hound

The power of regional innovation is on full display, with Northland start-up Holistic Hound earning global recognition at the 2025 Pet Innovation Awards in the United States. Its natural grooming bar was named Natural Grooming Product of the Year, a major win that shines a light not only on the brand but also on the incubator that helped it grow — the Natural Product Cluster at Ngawha Innovation & Enterprise Park.

The Role of the Incubator

The Natural Product Cluster was founded by Suzanne Hall MNZM, a respected pioneer of natural skincare with more than 40 years’ experience, 28 international awards, and deep expertise in brand development. As the lead of the Cluster at the Park’s Mahinga Innovation Centre, Hall works with entrepreneurs to transform raw ideas into market-ready products, providing mentoring, facilities, and strategic support.

The incubator is already home to several natural brands including Power Skin Solutions, Hana Botanicals, and I Love Me Aotearoa. Holistic Hound’s win adds further weight to the incubator’s reputation as a launchpad for world-class natural products — proving that with the right guidance and resources, regional businesses can compete on a global stage.

From Kitchen Remedy to International Award

Holistic Hound began when co-founder Erica Wells created a homemade remedy for her two dogs, one with sensitive skin and the other with a grass allergy. She joined forces with Hall, and together they spent more than a year fine-tuning the formula, packaging, and brand identity within the Natural Product Cluster environment at Ngawha Innovation & Enterprise Park.

The result was a sustainable, carefully crafted range that officially launched in April 2025. Within months, the brand’s flagship grooming bar took out an international award — a feat that highlights both the product’s quality and the ecosystem that supported its development.

Why It Matters

Holistic Hound’s rapid rise shows the tangible value of business incubation in regional New Zealand. For start-ups, the ability to access expert mentoring, shared resources and an innovation-focused community can be the difference between a good idea and a global success story.

As Wells reflected, the award is “an incredible endorsement in what we’re doing,” validating both their natural, sustainable practices and the broader ecosystem that enabled the brand to thrive.