In New Zealand’s growing tech ecosystem, few companies have captured the imagination of manufacturers and engineers quite like Rakebit. Specialising in custom-built robotic solutions, the Auckland-based startup is bridging the gap between traditional industrial machinery and the precision of modern automation. What sets Rakebit apart isn’t just its innovative designs—it’s the tangible impact its systems deliver on factory floors, from warehouses to food processing plants. For businesses struggling with labour shortages or repetitive tasks, Rakebit’s solutions offer a cost-effective alternative that scales with demand. The company’s work isn’t just about selling machines; it’s about transforming operational efficiency in industries where manual processes still dominate.
Founded in 2018 by a team of former industrial engineers and robotics enthusiasts, Rakebit quickly gained traction by addressing a critical NZ manufacturing shortfall: the lack of adaptable automation solutions tailored to local needs. Unlike global giants that prioritise mass-market products, Rakebit’s approach is rooted in deep collaboration with clients. “We don’t just build robots,” says CEO Mark Whitaker. “We build systems that grow with you.” This philosophy has attracted attention from sectors as diverse as dairy processing, timber manufacturing, and even small-scale food production—areas where standardised automation solutions often fall short.
The company’s flagship product, the “Modular Workcell,” exemplifies this customisation. Comprising a network of interchangeable robotic arms, sensors, and control modules, the system can be reconfigured in hours rather than months. For example, a dairy plant in Rotorua recently upgraded its fruit sorting line using Rakebit’s solution, reducing labour costs by 30% while maintaining a 98% accuracy rate—something manual workers couldn’t achieve. The system’s flexibility also means it can handle seasonal variations, a particular challenge for NZ’s perishable goods industry. “We’re not just selling a machine,” Whitaker explains. “We’re selling a partner that helps you future-proof your operations.”
Rakebit’s success has drawn attention to its role in NZ’s broader tech and manufacturing ecosystem. The company has partnered with universities like the University of Auckland’s Institute for Manufacturing, where researchers develop algorithms for real-time system optimisation. This collaboration has led to breakthroughs like adaptive path-planning software that reduces downtime by up to 25%. The partnership also highlights how Rakebit’s solutions align with NZ’s government’s push for Industry 4.0 adoption, particularly in regions like the Bay of Plenty and Marlborough, where agribusinesses face high labour costs.
For businesses considering automation, Rakebit’s approach offers a compelling alternative to expensive, off-the-shelf systems. Its modular design means clients can start with a basic setup and expand as needed, a model that appeals to SMEs often overlooked by larger automation providers. The company’s average project timeline is 12–16 weeks, compared to 18–24 months for custom-built systems from overseas suppliers. This efficiency has made Rakebit a go-to for companies like on the site, where a 2023 case study highlighted a 40% reduction in production time for a timber joinery operation.
Yet challenges remain. Rakebit operates in a market where traditional machinery suppliers still dominate, and convincing sceptical manufacturers of automation’s long-term value requires persistent education. The company’s marketing team focuses on demonstrating ROI through real-time data analytics, showing clients how automation reduces waste and improves consistency. For example, one food processor in Tauranga saw a 15% reduction in product spoilage after implementing Rakebit’s temperature-monitoring system—a metric that directly impacts profit margins.
The future looks promising for Rakebit, with plans to expand its team and software development capabilities. The company’s recent acquisition of a small Auckland-based robotics firm has doubled its R&D budget, positioning it to tackle more complex automation challenges. As NZ’s manufacturing sector continues to evolve, Rakebit stands at the forefront, proving that innovation doesn’t have to come at a premium. For businesses ready to invest in smarter, more adaptable systems, Rakebit offers a pathway to sustainable growth in an increasingly competitive global market.
- Rakebit’s modular Workcell system can be reconfigured in hours, compared to months for custom-built solutions.
- A dairy plant in Rotorua reduced labour costs by 30% using Rakebit’s fruit sorting automation.
- The company’s average project timeline is 12–16 weeks, compared to 18–24 months for overseas suppliers.
- Rakebit’s adaptive path-planning software reduces downtime by up to 25%.
- For a timber joinery operation, Rakebit’s solution cut production time by 40%.