Time flies! Over the last 50 years we have remained focused on our commitment to the natural environment and respect for those who benefit from our products.
Here’s the (mostly) true story and (pretty much accurate) dates of how Topflite put our roots down, grew up, branched out, and took off…
1925
1972
1975
1976
1979
1981
1982
1984
1986
1987
1988
1992
1996
1997
2000
2004
2005
2009
2013
2016
2017
2020
2021
2024
2025
1925
The operation at Rosedale begins as a sheep farm. To date, six generations of Mitchells have worked this land.
1972
The Mitchell and Webster families begin the high-flying partnership.
1975
The first birdseed crop is planted, with paper stuffed down every second chute on the seed drill to help space the flowers out across two hectares.
1976
Topflite arrives! Our first big sale (twenty- seven 50kg bags) is sent to Wayne and Pauline Alexandre of Tweet Tweet Aviaries, who for many years are our biggest customer.
1979
Recognising an opportunity to sell directly we begin a mail order system for bird breeders. For several years, we send a 10-foot container of seed every April to the Huntly Cage Bird club.
1981
The Birdie Song by The Tweets reaches No2 in the UK charts and no NZ school disco is ever the same again. It is unknown how much impact this has on our operation.
1982
The farm begins trading with ‘Prebble Seed’, who package and sell our birdseed around NZ. Our first forklift arrives to help move the bigger orders.
1984
Canary seed is planted for the first time to meet the demands of bird fanciers and help with the sunflower crop rotation.
1986
We explore new markets, selling sunflowers direct to Japan. ‘Dress as your favourite flower’ days may or may not have occurred.
1987
Turnip the beet! New seed varieties are trialled.
1988
The world’s first commercial bungy operation plunges into action near Queenstown and our sunflower crop yields soar, breaking a record single-season haul with 540 tonnes.
1992
Peter Mitchell joins his father and uncle in the family business, making him the 5th generation of Mitchells to work the land in Rosedale.
1996
The Topflite brand is born.
The foundation of the business is built on core values: ‘Top Quality Seed, Top Quality Service’.
Seed mixes are formulated by NZ’s top breeders and, initially, blended using a repurposed concrete mixer.
1997
After a big order, the concrete mixer blows up.
2000
We start sponsoring the Federation of National Bird Clubs.
2004
Ding ding ding! Topflite acquires a bird bell
business from Lower Hutt and expands our range.
2005
Forest & Bird begins the Bird of the Year. In
subsequent years we throw our support behind deserving birds. Despite superior memes, we have yet to win. Politics is a tough game.
2009
Stephen Fry encounters Sirocco and the world learns of the kakapo’s mating habits.
2013
Greg and Carolyn Webster join the family
business. Greg’s childhood memories (lugging seed bags as big as he was) appear to have been repressed. Which is certainly helpful.
2017
After using the previous logo since 2005, it’s time for a change. Our new heart-shaped identity and love of ‘nature nurtured’ focuses our efforts.
Lucky Duck also arrives. Leading the call to ‘bin the bread’, we help ensure proper duck nutrition no longer falls between the quacks.
2020
We establish the Soar Initiative. This charitable enterprise is designed to provide support to big and small organisations who work to protect and empower NZ nature. In other news, we begin our own energy food manufacturing in Oamaru.
2021
Topflite Hound is launched. Our freeze-dried range of whole meat is eagerly welcomed by good dogs everywhere.
2024
A new range arrives. Formulated by vets from locally grown ingredients, The Pick provides wholefood nutrition for rabbits and guinea pigs.
2025
We win the Best Places to Work™ Community & Regional Impact Spotlight Award. Our gratitude and love for working with such an amazing group of people continues to grow.
