Innovation and investment driving export growth for Taranakipine

A Taranaki timber company says innovation, investment and a focus on high-value products will help New Zealand manufacturers remain competitive in a dynamic global market.

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Taranakipine specialises in engineered timber products, particularly laminated structural components used in outdoor construction.

“If you think of a pergola or a carport,” explains Tom Boon, CEO of Taranakipine, “they're the structural, they're outdoor. So they need to be durable. They need to be strong.”

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Above: Taranakipine CEO Tom Boon.

The company’s recent investment in cutting-edge technology, financed by ANZ and UDC, have included a new finger jointer, scanner, and high-performance saws.

 “We mill the raw timber and then put it through a moisture metre and a scanner to identify any defects,” says Boon.

“These are cut out to within a millimetre of the knots, and then we finger joint the pieces back together into a solid piece of clear timber.”

These re-engineered products become weatherboards, laminated beams, and posts—high-value components that often form the backbone of modern construction.

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Above: A worker looks on at Taranakipine's premises in Bell Block near New Plymouth.

Squeezing every drop of value out of each log is central to Taranakipine’s philosophy.

“The timber and logs that we buy in are our single largest input cost,” Boon said. “We aim to maximise the value we get out of them by turning them into fully finished high-value products, not shavings or saw dust.”

“If we can get a one percent gain in fibre recovery, that adds about $300,000 to our bottom line—so every millimetre counts,” he said.

Taranakipine’s focus on high-value output is especially critical in the export market, which accounts for 70% of the company’s business.

“The New Zealand market is very, very small,” Boon says. “So exporting is very important.”

 With over 30 years of exporting experience to Australia, 20 years to the U.S., and a decade to Europe, Taranakipine has a diversified and resilient international presence.

But staying competitive and growing in global markets requires more than just quality products—it also demands continuous innovation.

Taranakipine’s Bodyguard Wood Products are a prime example of innovation tailored to market needs.

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Above: Taranakipine's industrial machinery in action.

In fire-prone Southern California, building codes demand fire-rated materials. “Our Bodyguard Wood Products are fire-rated,” Boon said.

“So it's absolutely about understanding what they need is and maybe being a step ahead of what others are doing by offering a different product.”

The company’s long-time U.S. distributor was recently acquired by a Canadian firm eager to expand Bodyguard’s share of the market.

“They’re very keen to take Bodyguard, a brand that's well recognised over there, and grow market share,” Boon says.

“We've just reduced our delivery time for the U.S. - so that should give their sales team greater confidence.”

“High-value wood products like engineered timber set our exporters apart,” said Gareth Coleman, ANZ New Zealand’s Head of Trade and Supply Chain.  

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Above: A monitor shows technical informaion at Taranakipine's factory.

“These products command premium prices in global markets, play an important role in supporting rural economies and drive investment in sustainable forest management.”

“Beyond that, they position New Zealand as a global leader in sustainable forestry and advanced manufacturing.,” said Coleman.

The development of Taranakipine’s high-value products has come from a sustained focus on innovation, which extends beyond products to processes.

“You don't innovate unless you try and do something different and so we're always trialling different primers for example, to see if we can improve the process,” Boon explained.

“When you do get a breakthrough, all of a sudden you can release a whole lot of productivity gain. That can fundamentally improve the flow of your operations, lower your costs, and make the jobs less physical and more interesting,” he said.

“There's just a whole lot of benefits around it and ultimately it helps make you more competitive, which is what we need to be.”

Taranakipine’s program of innovation and upgrades are part of a deliberate strategy to prepare for future demand.

“Our goal was to invest during the slower period that we’ve had, so we’d have more capacity and more technology—advanced technology—ready to go for the next up cycle,” he said.

“From our perspective, it can start right now, because we're ready.”