Starting with something simple — a love for farming, family, and doing things the hard-earned way. The early days of Detonate was born.

James grew up living amongst livestock and shearing sheds, and passing that passion down to his kids. But in the Parsons household, pocket money wasn’t just handed out — it was earned. So, with a bit of initiative and a lot of encouragement from James and Janine, the boys got to work.

The boys started up a little business called Sheep Poo Unlimited. Using old calf meal sacks turned inside out, the boys began bagging sheep poo and selling it however they could — Trade Me, Facebook, even door knocking around the neighbourhood. What started as a small hustle quickly grew, with locals loving the results:

“Life medicine for my garden”

“Weeds haven’t messed with my veges since”

It wasn’t just about selling — it was about community, hard work, and learning the value of effort.

A few years later, after time spent overseas, one of the boys (Matt) returned home missing the raw, vibrant feel of New Zealand life. That’s when the idea came back — why not turn what started as a childhood hustle into something bigger?

With parents James and Janine backing him and working alongside, it became more than just a business. It became a way to build something together — and eventually pass it on.

What began as Sheep Poo Unlimited, delivering straight from the sheep’s backside to your garden, has grown into what we now proudly call DETONATE!

“SHEEP POO POWER FOR A GARDEN EXPLOSION.”