The heights to which we aspire…
From rich soil we cultivate nutritious seed
before crafting harvest’s best into healthy,
tasty products for the smallest members
of our families and communities.
This superior natural feed, from our family
to yours, ensures every animal can soar
to its potential.
The heights to which we aspire…
From rich soil we cultivate nutritious seed before crafting harvest’s best into healthy, tasty products for the smallest members of our families and communities.
This superior natural feed, from our family to yours, ensures every animal can soar to its potential.
Our Story
In 1974 the first sunflower crops were planted at Rosedale Farm in Oamaru.
Back then the Mitchell and Webster families worked together to prepare the land and sow the seeds.
Now, over four decades later, nothing has changed. And everything has changed.
Over the years we’ve expanded our range of crops and refined our products, always seeking to create the best combination of seeds for the highest nutritional outcomes. In that time we’ve seen different trends come and go. But we’ve never shied away from the original commitment to, and connection with the natural environment around us.
Canary fields, Mitchell & Webster Farm. Ross Mitchell & Jock Webster (Topflite Founders) with Peter Mitchell (now Topflite Owner).
This limestone landscape provides more than dramatic outcrops and spectacular sights. In 1871 the rich soil was identified as ideal for cropping by an ancestor, Henry Mitchell. We couldn’t agree more, and do everything we can to keep our use of the land as simple as possible.
Along with our dedication to quality customer service it’s this ‘get out of the way of nature’s good work’ approach that has seen our reputation grow over time.
While we have developed our business markedly, and recently moved part of our operation into a large purpose-built distribution hub, our roots remain as strong as ever. The two families still work from the farm and now, with the next generation stepping up at Topflite, we’re increasing our range and capability further still.
Jock Webster. Now: Director. Then: Founder.
Greg Webster. Now: General Manager/Owner. Then: Intern
Our Approach
Quality feed is first and foremost about nutrients. A good balanced diet, high in vitamins and minerals, ensures the animal can grow to full potential and live happily and healthily.
It seems common sense. But, back when we started, such feed was anything but common. That’s because of the imported products that had flooded the market.
Heat-treating products is a necessary bio-security requirement for imported seed. It destroys any unwanted visitors to our shores. But it also strips valuable nutrients from the product.
We knew Kiwis would respond positively when given a better choice. Sown here, grown here, our seed retains every iota of natural goodness.
To get there we first test and then balance our soil only using minerals that would naturally occur in New Zealand. We then raise our crops in the most ecologically innate ways possible. Over the years we have carefully developed a supplier network that shares this approach.
Sown here, grown here, our seed retains every iota of natural goodness.
We have also markedly increased our storage capabilities to ensure any imported seed is kept to an absolute minimum. We can maintain the high nutrient value of our product at all times regardless of our local growing conditions.
After harvesting the raw materials, we shape and develop our product range to suit the unique needs of our many different diners. We work with experienced breeders and pet nutritionists to ensure our products consistently meet the highest standards.
There is sentiment within the careful working of our land and growth of our seed. There is science behind delivering the correct nutritional elements to each breed. Our approach to crafting natural New Zealand pet food is always equally dedicated to both.
Date 2014
Peter Mitchell. Topflite Owner
Jock Webster. Topflite Director
Date 2014
Peter Mitchell. Topflite Owner
Jock Webster. Topflite Director
Trish releasing bird bells into the wild
Dawn hand-making our poultry peckers
Our Values
Jock and Helen Webster, at the heart of our busines
Guardianship
We grew up here
In 1975 our farm began growing sunflowers. Since then we’ve grown too, thanks to our reputation for consistent quality. We must ensure this reputation continues into future generations. It means that everyone’s accountable and responsible here and now. New Zealand is a small country and ours is a family business. We understand our customers and communities are one and the same.
Wellbeing
We appeal to the good nature of our customers
The unique native birds within our forests are vital to the identity of our country. The animal life within our homes is equally important to many Kiwis. We don’t take this lightly. Our seed is grown either here or on farms that share our values – and it will remain that way. With expertise behind our crops and care in our craft we will always provide healthy and nutritious feed in the most natural way possible.
Ambition
We set lofty goals
We ensure research and development continues to improve and elevate our processes and products. We set individual and team objectives to grow our company. We talk regularly with our customers to ascertain their requirements. Then we do everything in our power to surpass their expectations.
Respect
We have friends in high places
We look up to those eating our food. Be it out in the bush or within our homes they will always be VIPs to us. In how we work, in what we produce, we must always treat these diners with high regard. It’s a uniting factor we have with breeders, with customers and with the charitable organisations we support – an enduring love and respect for the animals in our lives.