Pet Business Disruptors (Clayton Payne)
Explore every episode of Pet Business Disruptors
| Pub. Date | Title | Duration | |
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| 24 Feb 2025 | The Impact of New Legislation on Renting with Pets: What You Need to Know | 00:50:23 | |
Clayton discusses the challenges faced by pet owners in the UK rental market with a relocation agent who specializes in finding pet-friendly accommodations. They explore the stark contrast between the high percentage of pet ownership in the UK and the limited availability of rentals that accept pets, highlighting the impact of recent legislation aimed at improving renters' rights. The conversation delves into practical advice for pet owners, including the importance of preparation, securing references, and even creating a "pet CV" to appeal to landlords. The episode also touches on the complexities of property covenants, the subjective nature of landlord preferences, and the evolving landscape of rental properties, particularly in light of new regulations. KEY TAKEAWAYS Pet-Friendly Rentals are Scarce: Despite 50% of the UK population owning pets, only about 10% of landlords accept them, making it challenging for pet owners to find suitable rental properties. Preparation is Crucial: Prospective tenants with pets should have all necessary paperwork ready, including employment references, previous landlord references, and even a "pet CV" that highlights the pet's good behaviour and character. Legislation Changes: The new renters' rights bill aims to favour tenants, but landlords may still find loopholes to refuse pet ownership. Networking and Proactivity: Building relationships with estate agents and being proactive in the search for pet-friendly properties can significantly improve the chances of securing a rental.
BEST MOMENTS "50% of the UK population have a pet, and yet it's around 10% of landlords accept pets." "Preparation is really important... have employment references in place, stating your salary position." "It just takes one landlord to say yes, and that is key." "The Tenant Fees Act in 2019 capped to five weeks... that really didn't help people with pets." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 23 Jan 2025 | How Dignity Pet Crematorium Redefines Pet Farewells | 01:19:00 | |
Clayton engages in a heartfelt conversation with Kevin Spurgeon, the owner of Dignity Pet Crematorium in Hampshire. They explore the emotional complexities surrounding pet loss and the often-overlooked realities of pet cremation services. Kevin shares the origins of his family-run business, emphasizing the importance of ethical practices and transparency in an industry that can sometimes mislead grieving pet owners. The discussion delves into the stark differences between individual and communal cremation services, the impact of corporate veterinary practices on pricing and choice, and the emotional support provided to pet owners during their time of grief. KEY TAKEAWAYS Transparency in Pet Cremation Services: There is a significant lack of transparency in the pet cremation industry, with many pet owners unaware of the differences between individual and communal cremation practices. Emotional Impact of Pet Loss: The grief associated with losing a pet can be profound, and many pet owners experience feelings of guilt and blame after making the decision to euthanize. Ethical Considerations in Pet Care: The discussion highlights the ethical implications of how pets are handled after death, including the conditions in which they are stored and cremated. Corporate Influence on Veterinary Practices: The corporate takeover of veterinary services has led to a lack of choice for pet owners regarding cremation options. BEST MOMENTS "When my mum and dad started this, they did so completely askew from what they were doing for many years." - Kevin "It's about transparency as well. So telling everyone what is going on, giving them the information to make an informed decision." - Kevin "The veterinary industry has become corporately dominated. This causes a problem for consumers." - Clayton "If you take that sort of £50 fee for any size of dog's ashes back individually, is that ethical to be charging £400?" - Kevin HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 06 Feb 2025 | The Rise of Private Label Pet Foods: How Golden Acres is Disrupting the Market | 01:03:47 | |
Clayton sits down with John Hewitt, owner of Northbound Consultancy and Training and former Marketing Director of G.A. Goldenacres, one of Europe's largest white label dog food companies. They delve into the fascinating world of pet food marketing, discussing the unique strategies employed by Goldenacres to empower independent pet shops with their own branded products. John shares insights on the challenges and opportunities within the pet food industry, including the impact of online sales, the importance of quality ingredients, and the evolving consumer perceptions of pet food brands. The conversation also touches on the significance of education for both retailers and consumers, as well as the role of packaging and branding in driving sales. KEY TAKEAWAYS Market Trends in Pet Food: There is a significant shift in consumer behaviour towards pet food, with a growing willingness to spend more on high-quality products. Importance of Independent Pet Shops: Independent pet shops play a crucial role in the pet food market by offering unique products and fostering customer loyalty. Challenges of Online Sales: Competing in the online space is becoming increasingly difficult for new brands due to the prevalence of low-margin, high-volume business models. Consumer Education and Transparency: Educating consumers about the quality and sourcing of pet food is vital. BEST MOMENTS "The acceptance of those brands has changed, but there's no denying that label has got to look good on that bag when it's in the pet shop." - John "I think a lot more brands need to get behind the independents because it's so hard now for normal brands to actually break into retail." - Clayton "Consumers are willing to spend on pet food if they believe that it is nutritionally superior that it will deliver for their pets." - John "The problem is that people are going online with stuff that isn't innovative or you can easily substitute with half a dozen other products." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 10 Mar 2025 | Niche Publishing in the Pet Industry: The Journey of Westies and Besties | 00:57:14 | |
Clayton and Marina sit down with Alex and Kim, the founders of "Westies and Besties," a niche publication dedicated to West Highland White Terriers. The conversation delves into the evolution of publishing, highlighting the shift towards breed-specific content in an era where consumers crave detailed and specialized information. Alex and Kim share their personal journey, inspired by their beloved Westie, Buffy, and discuss the challenges and triumphs of launching their magazine during the pandemic. They emphasize the importance of providing well-sourced, expert-backed information to dog owners, addressing common misconceptions and health issues specific to Westies. The episode also touches on the broader pet industry landscape, the significance of community engagement, and their exciting plans for a new publication focused on Labradors and Retrievers, showcasing their commitment to serving passionate pet owners worldwide. KEY TAKEAWAYS Niche Publishing is the Future: The rise of breed-specific publications, like "Westies and Besties," reflects a growing demand for specialized content as consumers seek more targeted information rather than generalized media. Community Engagement: Building a loyal community around a publication is crucial. Importance of Expert Information: Providing well-sourced, expert opinions on dog care, health, and nutrition is essential to combat misinformation prevalent in online forums. Global Reach of Publications: The digital age allows niche publications to reach a global audience, expanding their market beyond local communities.
BEST MOMENTS "We had a little Westie called Buffy... that was our sort of inspiration." - Alex "There's a lot of misinformation out there... having somewhere that is actually a well-sourced, real information is going to be so much better." - Kim "People want their information quicker than going down to the corner shop to get your newspaper." - Clayton "We want to be a go-to source for that information." - Alex HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 04 Nov 2024 | From Human to Canine: The Journey of Doggy Doggy Yum Yum Ice Cream | 00:54:05 | |
In this episode of Pet Business Disruptors, Clayton interviews Sam Hanbury, co-founder of Doggy Doggy Yum Yum, a unique ice cream brand designed specifically for dogs. Sam shares the fascinating journey of how their human ice cream company transitioned into the pet food industry after noticing dog owners purchasing ice cream for their pets. He discusses the importance of using high-quality, dairy-free ingredients, and the brand's commitment to transparency and health. The conversation delves into the challenges and successes of marketing dog ice cream, the significance of branding, and the impact of social media on their growth. Sam also highlights their partnership with Dogs for Good, a charity that trains assistance dogs, showcasing their dedication to giving back to the community. As they look to the future, Sam hints at exciting new flavours and products on the horizon, emphasising the brand's playful identity and commitment to quality.
KEY TAKEAWAYS Unique Product Development: The company, Doggy Doggy Yum Yum, was created in response to the observation that dog owners were buying regular ice cream for their pets. Focus on Clean Ingredients: The brand emphasizes the use of minimal and clean ingredients, avoiding common emulsifiers and stabilizers found in many pet foods. Effective Branding and Marketing: The playful branding and visual appeal of the product have contributed to its success. Community Engagement and Giving Back: A portion of the profits from each tub sold is donated to dog charities, specifically Dogs for Good, which trains assistance dogs for individuals with disabilities. Future Product Expansion: The company plans to introduce new flavors and products, focusing on seasonal and locally sourced ingredients.
BEST MOMENTS We decided to create an ice cream for dogs that was specifically designed for them. It has no milk at all." - Sam "Dog owners care more about what they're putting into their dogs than they care about what they're putting into themselves." - Sam "If you sort of work backwards from what's the lowest price, and then can you match that or not? We won't." - Sam "It's a treat. It should be enjoyed as a treat." - Sam "I think much more possibly than the industry I'm in, there are so many good companies in the pet industry." - Clayton
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
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| 15 Sep 2024 | Breaking Down Antimicrobial Resistance: The Role of Probiotics in Modern Pet Care | 01:04:13 | |
In this episode, Clayton engages in a thought-provoking conversation with Joe Flanagan, the Director of Ingenious Probiotics. They explore the revolutionary concept of using probiotics not just for pet health, but also for improving indoor air quality and reducing reliance on harmful chemical cleaners. Joe shares his journey from air quality management to the pet industry, highlighting the importance of maintaining a healthy microbiome for both pets and humans. Their discussion delves into the misconceptions surrounding bacteria, the dangers of antibacterial products, and the environmental impact of chemical cleaners. KEY TAKEAWAYS
BEST MOMENTS "If we can use a probiotic instead of an antibiotic, we're helping with antimicrobial resistance." "You can end up in this fuzzy logic, this counterintuitive situation where the more antibacterial chemical cleaning you do, the less hygienic the situation can be." "Every piece of life on this planet has its origins in bacteria." "The environment is kind of nice to have. It's like second or third on the biome scene because it's too abstract." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 03 Feb 2025 | The Wild West of Pet Nutrition: Unpacking the Myths and Realities of Dog Food | 00:53:16 | |
Host Clayton, Sam Muelas, and Caroline Griffiths dive deep into the complexities of the pet food industry, particularly focusing on raw and processed pet foods. They discuss the disparities in nutritional guidelines, the challenges consumers face in understanding pet food labels, and the implications of marketing strategies employed by large corporations. The conversation highlights the importance of education for both pet owners and industry professionals, emphasizing the need for transparency and authenticity in pet nutrition. KEY TAKEAWAYS Variety in Pet Food Composition: There is a significant disparity in the composition of pet foods, particularly in raw diets, where different ratios (like 80-10-10 or 85-15) can all be marketed as "complete and balanced" despite varying nutritional content. Regulatory Focus: Regulatory bodies tend to prioritize hygiene and safety over nutritional quality in pet food, leading to a lack of stringent guidelines regarding the actual nutritional value of the products. Consumer Confusion: Pet owners often feel overwhelmed by conflicting information from various sources, including veterinarians with differing dietary philosophies (raw, vegan, kibble), making it difficult for them to make informed choices about their pets' nutrition. Importance of Education: There is a pressing need for better education and clear messaging in the pet food industry to help consumers understand the nutritional needs of their pets and the differences between various types of food. BEST MOMENTS "How can there be such a disparity? Same with kibble, by the way." - Caroline "The complete and balance guidelines are really fairly easy to tick." - Caroline "It's the Wild West. It's an industry that we love... yet is tarnished with a lot of these brands." - Sam "Sugar in pet food surely shouldn't be in pet food." - Caroline HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 13 Apr 2025 | From Call Centers to Canine Companions with Tug e Nuff | 00:49:28 | |
Today, Clayton interviews Danny Nellis-Rouse, the managing director of Tug e Nuff, a leading training toy company renowned for its innovative tug toys. Danny shares his journey from a background in customer support to taking the reins of Tug e Nuff, which was founded by his mother in 2009. He discusses its strong connections with dog trainers and the emphasis on education and quality in their products. KEY TAKEAWAYS
BEST MOMENTS "I saw potential in the brand and what the brand stood for and how we could help people with their dogs." "Everything is about the quality. Everything is about the customer feedback." "We look for dog trainers who use positive reinforcement methods, just that we're on a really, you know, it just fits so well with our ethos." "It's a great way to build a relationship with them and also, you know, problem solving for issues that you might have." "The US is such a different market, especially when it comes to the business side of things." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 20 Jan 2025 | Behind the Scenes of Pet Retail: Sam Muelas Discusses the Challenges Facing Independent Stores | 01:13:53 | |
Clayton sits down with Sam Muelas, owner of The Pet Quarter and a prominent figure in pet nutrition on YouTube. The conversation dives into Sam's journey from a failed entrepreneur in finance to a passionate advocate for pet health and nutrition. They discuss the challenges faced by independent pet stores in a market increasingly dominated by private equity and subscription models, emphasizing the importance of product differentiation and ethical practices in the pet food industry. Sam shares insights on the pitfalls of sugar and cereals in pet food, the significance of educating customers, and the need for innovation among pet brands. With a blend of humor and industry expertise, this episode highlights the vital role of independent retailers in promoting quality pet products and fostering a community of pet lovers. KEY TAKEAWAYS Independent Pet Shops vs. Subscription Models: There is a growing concern about the impact of subscription models on independent pet shops. Importance of Product Differentiation: Successful pet food companies need to offer unique products that genuinely stand out in the market. Consumer Education and Transparency: Educating pet owners about the ingredients in pet food is crucial. Challenges with Wholesalers: Wholesalers often prioritize their own brands and may not adequately promote or distribute high-quality, independent products. BEST MOMENTS "I think the cost per acquisition now is so high, it's crazy." - Sam "If you say I'm disrupting the pet food industry, you have to actually disrupt the pet food industry." - Sam "The reality sometimes is that a lot of these businesses have no moat." - Sam "Don't screw us over. Try not to F people over." - Clayton "The number one most recommended dog food in the United Kingdom contains sugar." - Sam HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 27 Jan 2025 | From Kibble to Raw: Understanding the Evolution of Pet Nutrition with Caroline Griffith | 01:04:04 | |
Clayton welcomes Caroline Griffith, a seasoned pet nutritionist and former consultant at Nature's Menu. Caroline shares her extensive journey in the pet nutrition field, beginning with her early experiences in a kennel cattery and her passion for canine nutrition. The conversation delves into the evolution of pet food, particularly the resurgence of raw feeding, and the importance of understanding whole foods versus processed options. Caroline discusses the benefits of fresh, lightly cooked diets, the role of supplements, and the significance of maintaining a healthy microbiome in dogs. The episode also addresses common criticisms of raw feeding, including concerns about bacteria and the practicality of raw diets for pet owners. Promotional offer: petbd10 KEY TAKEAWAYS Importance of Canine Nutrition: A strong emphasis is placed on the significance of understanding canine nutrition, particularly the benefits of raw and fresh foods compared to processed options. Raw Feeding and Health Risks: While raw feeding has its advocates, concerns about bacteria such as salmonella are prevalent. Supplementation: When feeding raw or processed diets, supplementation may be necessary to ensure dogs receive all essential nutrients. Choosing Quality Pet Food: When selecting shelf-stable pet food, it's crucial to look for high meat content as the primary ingredient and to be wary of excessive additives, particularly those in less bioavailable forms.
BEST MOMENTS "I started working in a kennel cattery when I was 16... the dogs and the cats taught me the most because I saw them heal." - Caroline "If raw doesn't work, people hop straight back to processed food without trying the middle option, which could actually be the way forward for the dog." - Caroline "There's a lot to say about this side of things... there's actually no science that says that it will be transmissible even if it is in there." - Caroline "You need bone broth... it starts to actually heal the epithelial lining, which is what starts to degrade if the microbiome changes." - Caroline "If the additives are high... that means there was less in the food to begin with. That's not necessarily good." - Caroline HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 21 Nov 2024 | The Evolution of Pet Retail: Exploring Concept Corners and E-commerce Trends in Hong Kong | 00:55:28 | |
In this episode, Shirley Yap, founder and owner of Arowana, shares her journey into the pet product distribution market in Hong Kong and Singapore. Transitioning from a background in finance and legal work, Shirley discusses her passion for animals and the inspiration behind starting her business during the SARS outbreak in 2003. She highlights her initial challenges, including language barriers and market understanding, and recounts her first partnership with the Italian pet food brand, Almond Nature. The conversation delves into the competitive landscape of the pet industry, the importance of quality and branding, and the unique dynamics of the Hong Kong and Singapore markets, including regulatory differences and consumer behaviour. Shirley also emphasises the significance of long-term partnerships with brands and the evolving trends in pet ownership, showcasing the resilience and adaptability required to thrive in this vibrant and challenging sector.
KEY TAKEAWAYS Transition from Finance to Pet Industry: The founder transitioned from a finance and legal background to the pet industry out of a desire for a lifestyle change and a passion for animals, particularly rescue dogs and cats. Market Entry Challenges: Entering the Hong Kong market requires understanding local consumer behaviour and navigating a competitive landscape with minimal barriers to entry. Importance of Quality and Branding: Quality is paramount when selecting brands for distribution. A strong brand presence and ethical practices are also crucial, as consumers increasingly seek high-quality, sustainable products for their pets. Differences Between Hong Kong and Singapore: The regulatory environment for pet food imports is much stricter in Singapore compared to Hong Kong, where there are no pre-qualification requirements. Evolving Retail Landscape: The pet retail landscape in Hong Kong is shifting from traditional pet shops to more modern, lifestyle-oriented stores and e-commerce platforms.
BEST MOMENTS "I was frustrated as a consumer... trying to find high quality food or nice products." - Shirley "It's a survival of the fittest, so to speak." - Shirley "I think quality is paramount importance." - Shirley "It's not just about money, but it's about the strategy." - Clayton "I don't do business with those that sell livestock." - Shirley
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 17 Mar 2025 | The Pet Parent Revolution: How Consumer Awareness is Shaping the Future of Pet Nutrition | 01:21:00 | |
Clayton interviews Peter Roy, the managing director of the Nutriment Group, who shares his extensive experience in the pet food industry, particularly in raw feeding. Peter discusses his journey from working as a consultant to leading significant companies in the raw pet food market, including the transformation of Angler Meat Products into Nature's Menu. He highlights the evolution of raw feeding from a niche market to a mainstream choice, emphasizing the importance of convenience and education for consumers. The conversation also touches on the growing supplement market, the differences between dog and cat food consumers, and the challenges of transitioning cats to raw diets. Peter underscores the significance of supporting independent pet retailers and the ongoing innovation within the industry, as Nutriment continues to expand its product offerings and market presence. KEY TAKEAWAYS Evolution of Raw Feeding: The raw feeding market has significantly evolved since 2010, growing from a niche market to a mainstream option available in major grocery chains. Consumer Education and Confidence: There has been a notable increase in consumer confidence regarding raw feeding. Importance of Independent Pet Retailers: Independent pet stores play a crucial role in the pet food market by offering specialized products and fostering customer relationships. Market Trends in Treats and Supplements: The treat market has exploded, with a significant increase in demand for natural and premium products.
BEST MOMENTS "Raw feeding is fantastic for the animal, but it's really inconvenient." - Peter "We changed the name to Nature's Menu, and we were the first to involve the word nature in pet food." - Peter "The complete and balanced market went from nothing in 2010 to about 50% of the market share by 2021." - Peter "The treat market is something that blew up; it's massive." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 28 Jul 2024 | Building Relationships and Adding Value: Marketing Tips from Pixie Greatorex | 00:56:57 | |
In this episode, Clayton has a lively discussion with Pixie Greatorex, a pet industry writer, blogger, and SEO specialist. Pixie shares her journey from owning a pet-sitting business to becoming a freelance writer in the pet industry. Their conversation delves into the importance of content strategy, the impact of AI on writing, and the value of blogs in increasing Google rankings. Pixie emphasizes the need for businesses to prioritize blogs and shares insights on building relationships, pricing transparency, and the evolving landscape of content creation in the digital age. KEY TAKEAWAYS
BEST MOMENTS "You need a strong presence obviously on social media, but be clear, have a strategy. have content pillars for people that don't know what they are." "You need to make sure that everything that goes on your website and in your blog is completely directed at what you do. And your words, you need to pick certain words to put in your copy that tell Google that." "I think being funny is really like such an event. Like I'm naturally a funny person. So I'm thinking, well, that's a gift I've got that I could use where I don't like to be bored." "If I can't add value, I don't want to work with you and I hope if I can't add value, you don't want to work with me." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 08 Sep 2024 | Behind the Scenes at Fluker Farms: David Fluker Discusses Challenges and Opportunities in the Insect Market | 01:06:18 | |
In this episode, Clayton interviews David Fluker, the president and owner of Fluker Farms, America's largest insect company. They discuss the evolution of the pet industry, the unique range of products Fluker Farms offers, including canned and vacuum-packed crickets, and the challenges of navigating regulations in the insect sector. David shares insights into the company's diversification strategy, particularly in black soldier fly production, and the importance of research and development in driving innovation. KEY TAKEAWAYS
BEST MOMENTS "I think the future of it [insects] is in animal feed rather than in human food per se. But I think just as a replacement to things like soy, it’s such an important thing." "I want to make sure that the price I produce it at I can sell it at, and I can sell it to them for a price that's lower than what they actually think." “You do fresh vacuum packed crickets, like the freeze dried crickets, it's quite a massive range. I've seen the canned crickets, but the fresh vacuum packed ones look brilliant to be honest. I think it just opens up so many more market streams and also convenience.” “I know America moves so much quicker in terms of laws, and I think that's what makes America a really great country in terms of being stationed there and actually having your business there. It's the ability to move and talk to your legislators and actually get things sorted out.” HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ | |||
| 30 Mar 2025 | The Science Behind Tvati's Natural Healing for Injuries | 00:49:28 | |
In this episode of Pet Business Disruptors, host Clayton interviews Graham Matheson, co-founder of Tvati, a herbal medicine originating from the Cook Islands. Graham, a medical doctor with a background in orthopedic research, shares his journey from sports injuries to developing a natural remedy that promotes bone and soft tissue healing. He discusses the unique properties of Tvati, its application in both human and veterinary medicine, and the challenges of securing patents for a traditional medicine. The conversation delves into the product's effectiveness for pets, particularly in treating injuries and improving mobility, and highlights the company's commitment to sustainable practices in the Cook Islands. Listeners will gain insights into the intersection of traditional knowledge and modern veterinary care, as well as the future plans for Tvati Pet. KEY TAKEWAYS Origin of Tvati: Tvati is a herbal medicine developed from traditional Cook Islands practices, focusing on enhancing injury recovery, particularly in bone and soft tissue healing. Mechanism of Action: While the exact mechanism of how Tvati works is not fully understood, it appears to influence the body's natural repair processes, promoting healing in injured tissues without causing inflammation. Applications in Veterinary Medicine: Tvati has shown promising results in treating injuries in high-performance animals like racehorses and greyhounds, with feedback indicating improvements in mobility and recovery from both acute and chronic injuries. Sustainable Practices: The production of Tvatiemphasizes sustainability, with a non-destructive harvesting method that ensures the long-term health of the plant sources in the Cook Islands.
BEST MOMENTS "We got new bone growing in that defect in one week." - Graham "It influences the injured tissue where that injured tissue is." - Graham "If you're a herd animal, you never pretend to be lame because lame animals get eaten." - Graham "Skepticism that is dismissal is a lot more difficult." - Clayton
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 06 Jan 2025 | Navigating the Changing Media Landscape: The Importance of Press Coverage in the Pet Industry | 00:53:55 | |
Clayton interviews Rachel Spencer, a seasoned pet business coach and journalist with a rich background in media. Rachel shares her journey from journalism to the pet industry, sparked by her unexpected adoption of a lively dog named Daisy. She discusses the evolution of her career, highlighting her passion for helping pet businesses gain visibility through effective publicity strategies. The conversation delves into the changing landscape of media, the importance of storytelling, and the challenges of imposter syndrome faced by many entrepreneurs. Rachel also introduces her online community, "Pets Get Visible," which offers support and resources for pet business owners looking to enhance their marketing efforts. KEY TAKEAWAYS Transition to the Pet Industry: The journey into the pet business often starts unexpectedly, as illustrated by the experience of adopting a dog and discovering a passion for pet-related content and services. Importance of Visibility: Gaining visibility in the pet industry is crucial for business success. Utilizing various platforms, including traditional media and social media, can help businesses reach their target demographics effectively. Accessibility of Media Coverage: Getting press coverage is more accessible than many believe. With the right approach, businesses can secure media attention without needing to pay exorbitant fees, making it a viable option for small pet businesses. Community Support: Joining a supportive community, such as a visibility group, can provide valuable resources, coaching, and a sense of belonging, helping individuals overcome self-doubt and gain confidence in promoting their businesses. BEST MOMENTS "I help people with visibility and getting themselves out there really and getting the pet businesses noticed." - Rachel "There's been so much change and I think with online, there's a huge demand for online." - Rachel "If you're actually looking at like a demographic angle, it is still the right way to go." - Rachel "I think it's kind of like can be looked at as being quite like unfunky to be in the newspaper compared to TikTok." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 18 Aug 2024 | From Doggy Day Care to Business Owner | 01:00:11 | |
The podcast episode features an engaging conversation between the host and Jamie Keane, the founder of Bespotted, discussing the pet industry and marketing strategies. Jamie shares her journey from working at a doggy daycare to starting her own business in the pet industry. They delve into the challenges of marketing in the pet industry, emphasizing the importance of understanding niche markets and addressing specific pain points of customers. The conversation also touches on the significance of authenticity, transparency, and building relationships with customers in the pet industry. Throughout the episode, they explore topics like imposter syndrome, the value of knowledge sharing, and the need for relatability in client interactions. KEY TAKEAWAYS
BEST MOMENTS "The pet industry's always been a bit behind, I think, when it comes to marketing. I always feel like we kind of hit the sort of marketing trends two or three years later." "I think it's interesting like we talked about the mom theory and like it's like one thing I always have is like in that consultancy work I've done, is actually giving people harsh news is actually really, really beneficial." "If you can deal with this tank of a dog who's going psycho, you could deal with my five pound chihuahua." "When you're getting maybe not the most positive feedback, that doesn't mean the idea needs to die, but you just need to be open to pivoting and going a different or heading." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 10 Feb 2025 | From Dog Shows to Insurance: Mark Walden's Journey in the Pet Industry | 01:05:37 | |
Host Clayton sits down with Mark Walden, Head of Partnerships at Agria Insurance, to discuss the evolving landscape of pet insurance and the importance of animal welfare. Mark shares his journey from working in his family's boarding kennels to becoming a passionate advocate for pet health and welfare through his role at Agria. The conversation delves into the challenges faced by the Kennel Club, the significance of ethical breeding practices, and the need for transparency in the insurance industry. Mark also highlights the unique partnerships Agria has formed with various organizations, including assistance dog charities and police constabularies, to promote responsible pet ownership and ensure the well-being of pets. KEY TAKEAWAYS Background in Animal Welfare: Mark Walden has a deep-rooted passion for animals, stemming from his family's boarding kennels and extensive involvement in the pet rescue community. Partnerships with Organizations: Agria Insurance collaborates with various organizations, including the Kennel Club and over 500 rehoming organizations, to provide pet insurance solutions that support animal welfare. Challenges in the Veterinary Industry: There are concerns about the corporatization of veterinary practices, which can lead to distrust among pet owners. Importance of Education: Educating pet owners about the benefits of pet insurance and the potential health risks associated with different breeds is crucial. BEST MOMENTS "When I judge a dog, in the initial first 30 seconds, you throw the standard out of the way and you assess them purely on its health." - Mark "It's a very sad state of affairs at the moment because it's the very few bad apples that speak bad against the Kennel Club as a whole." - Mark "I think there's a lot more people who are interested in independent vets." - Clayton "We don't claims load on our policy, so we don't want to give people a fright if they've claimed on their policy." - Mark HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 01 Sep 2024 | Navigating the Reptile Industry: Greg West's Experience and Expertise | 00:54:57 | |
In today's episode, Clayton interviews Greg West, the owner of Cornell's World and the promoter for the WCRE (West Canadian Reptile Expo). Greg shares insights into his journey in the reptile industry, from his early experiences with reptiles to his involvement in TV shows like "Scaled." He delves into the importance of reptile expos in the industry, highlighting their sense of community and the opportunity they provide for education and networking. KEY TAKEAWAYS
BEST MOMENTS "I think the worst part about doing that pitch was the fact that I realized that people actually believed my business was worth what I was asking." "The nice thing about the reptile shows is the diversity. Pet stores are geared towards selling popular reptiles, but at expos, you see a variety of species that you wouldn't see elsewhere." "Whenever the economy is bad, it's always bad for everyone, but there's winners and losers. I think it's always a thinning-out process." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 23 Dec 2024 | From Pills to Poured: How PAWD Drinks is Changing the Way We Supplement Our Pets | 01:02:46 | |
Clayton interviews Rory Hanna, co-founder of PAWD Drinks, a London-based company pioneering the pet health drink market. Rory shares the inspiration behind their functional liquid supplements, stemming from personal experiences with his family dog, Scrumpy, who faced health challenges in his later years. The conversation delves into the unique benefits of liquid supplements over traditional pills, the challenges of educating consumers about this new category, and the importance of community engagement through events and direct interactions. Rory also discusses their current direct-to-consumer model, plans for future expansion into retail, and the significance of building a strong investor network that offers more than just financial support. KEY TAKEAWAYS Innovative Product Concept: Poor Drinks offers functional supplements for dogs in liquid form, addressing common challenges faced by pet owners when administering pills or powders. Market Timing and Trends: The rise in popularity of liquid supplements, such as bone broth, has created a favourable environment for Poor Drinks. Direct-to-Consumer Strategy: Currently, Poor Drinks operates on a direct-to-consumer (DTC) model, focusing on building brand awareness and customer relationships through organic marketing efforts. Importance of Community Engagement: The company emphasizes the value of community building and direct interaction with customers.
BEST MOMENTS "It just seemed crazy that there wasn't an easier way to ultimately get supplementary kind of supplements into the dog." - Rory "I always think DTC is really hard, especially off your own website." - Clayton "We've built a community that we like to ultimately ask questions, speak to them and really find out what they struggle with." - Rory "I think people are reactive rather than proactive... it's hard to get people to be proactive." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 26 Dec 2024 | From Financial Planner to Pet Tech Entrepreneur: The Journey Behind iPuppie | 00:44:29 | |
Clayton interviews Mark Condon, the founder and owner of iPuppy, a groundbreaking dog training enhancement device. Mark shares the journey of developing iPuppy over the past two years, highlighting its unique features, including a large paw button that sends push notifications and video calls to pet owners when pressed by their dogs. The conversation delves into the training process for dogs, the potential applications of the device in service dog scenarios, and the challenges of bringing a tech product to market. Mark also discusses his background as a financial planner, the marketing strategies for iPuppie, and future product expansions, including the possibility of remote door opening and two-way video calls. KEY TAKEAWAYS Product Overview: iPuppie is a dog training enhancement device that allows dogs to press a button connected to Wi-Fi, sending a push notification and initiating a video call to the owner's phone. Training and Use Cases: Initially designed as a potty training tool, the iPuppie has evolved to serve various purposes, including emergency communication for service dogs and notifying caregivers when a dog needs to go outside. Marketing Strategy: The marketing approach focuses on reaching dog trainers, service dog handlers, and breeders, rather than the average pet owner. Sales Channels: Currently, iPuppie is sold through its website, Amazon, and TikTok Shop. The company is exploring additional partnerships and retail opportunities.
BEST MOMENTS "It's the only thing out there on the market that has the push notification in the video." - Mark "I think of it and I like, I can definitely see, like, let's say if you're an older person, or you have a disability..." - Clayton "It's not as difficult to train your dog to press it as you might think." - Mark "I underestimated just how difficult it was to want to create the product." - Mark "If you can get people who are very knowledgeable, very enthusiastic about your product to get behind it, the sales you'll create is phenomenal." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 25 Nov 2024 | Beyond Paw Prints: Crafting Unique Brand Identities in the Pet Industry | 00:52:33 | |
In this episode of Pet Business Disruptors, Clayton interviews Kate Hendry, the owner and founder of Finbo Studios, a pet brand marketing company. Kate shares her insights on the importance of branding for pet-related businesses, emphasising that a strong brand goes beyond just a logo; it encompasses strategy, design, and messaging that resonate with the target audience. She discusses the significance of colour psychology, brand consistency, and the need for brands to differentiate themselves in a crowded marketplace. Kate also highlights her passion for the pet industry, drawing from her personal experiences as a pet owner, and explains how her approach helps businesses attract more customers and grow their profits.
KEY TAKEAWAYS Branding Beyond Logos: Effective branding encompasses much more than just a logo; it includes strategy, messaging, visuals, and the overall perception of the brand. Importance of Colour Psychology: The choice of colours in branding should align with the target audience's preferences and the brand's message. Consistency is Key: Successful brands maintain a consistent message across all platforms. Understanding the Target Audience: Knowing the demographics and psychographics of the target audience is vital for effective branding. Value of Unique Positioning: Brands should strive to differentiate themselves from competitors by highlighting their unique selling propositions (USPs).
BEST MOMENTS "A lot of people just sort of see it as the logo, but it does go a lot deeper." - Kate "You have to be different. And it's all about somehow getting that USP out." - Kate "Using cliché crap on stuff that it's just lost its meaning." - Kate "If you have a really, really strong brand, the money that you spend on marketing will be so much more effective." - Kate "People are terrified to repeat themselves. Yet, if you look at the successful brands, they repeat themselves all the time." - Clayton
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 02 Dec 2024 | Demystifying Corporate Buying | 01:01:21 | |
Clayton interviews Ben Penrose, a seasoned expert in the pet industry with extensive experience in both supply and buying roles. Ben shares insights from his time as the General Manager and Head of Buying at Fetch.co.uk, discussing the complexities of navigating the corporate buying process. He emphasizes the importance of preparation, understanding unique selling points (USPs), and the dynamics of negotiations with corporate buyers. KEY TAKEAWAYS Understanding the Buying Process: It's crucial for suppliers to demystify the buying process by understanding the busy nature of corporate buyers. Preparation is Key: Suppliers should come prepared with a solid understanding of their unique selling propositions (USPs), pricing, and market opportunities. Effective Communication: When presenting to buyers, it's beneficial to start with the price and profitability upfront, followed by the product's USPs. Building Relationships: Establishing trust and rapport with buyers is essential. Utilizing Trade Shows: Trade shows are an effective platform for suppliers to connect with buyers.
BEST MOMENTS "Buyers are so, so busy... you've got to deal with a supplier and you've got so many stakeholders in your business." - Ben "I think there's a lot of smaller brands who... once they get into a deal with a corporate, they're not used to clawbacks, marketing budgets." - Clayton "If you come in cold on a potential customer... it might be just that you came in the inbox and you went out the inbox." - Ben "If you think... do not offer them your best, best price. Give them a price that makes sense because they're going to take the best, best price." - Clayton "Start with your price up front... let's have a proper conversation here." - Ben
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 11 Nov 2024 | Convenience Meets Expertise: The Synergy of Fuel and Pet Supplies in Cambridge | 00:49:18 | |
In this episode of Pet Business Disruptors, Clayton interviews Marina Jennings, the manager of Wallace & Sons Pet Supplies, a unique pet store located within a petrol station in Cambridge. With over 20 years of experience in the retail industry, Marina shares her insights on effectively selling pet products and the advantages of operating in a high-traffic location. The conversation delves into the importance of customer engagement, the challenges of selling dog food, and the need for knowledgeable staff to guide customers in making informed choices. Marina emphasises the significance of understanding individual pet needs and the value of providing solutions rather than simply pushing products. The episode highlights the evolving landscape of the pet industry and the potential for convenience-driven retail experiences. KEY TAKEAWAYS Convenience and Footfall: The integration of pet supplies within petrol stations offers a unique advantage by leveraging existing foot traffic, making it convenient for customers. Customer Engagement: Building rapport with customers is essential. Greeting them upon entry and asking open-ended questions helps gauge their needs without making them feel pressured. Knowledge Sharing: Providing expert advice on pet products, including food and treats, can surprise and delight customers who may not expect such knowledge from a petrol station pet shop. Problem-Solution Selling: Effective selling involves understanding the customer's pain points and offering solutions rather than simply pushing products. Merchandising Strategy: In a setting where the shop is not always staffed, careful consideration of product placement and signage is crucial.
BEST MOMENTS People want convenience. Buying online isn't always as convenient as what it should be." - Marina "No one's feeding that to their dog with their devil horns going, I'm poisoning him." - Marina "I always give them five minutes, because that's why I asked, was he in the medical aisle?" - Marina "If you're not actively selling and actively promoting to your clients, you're not going to survive in the long term." - Clayton "Dog food is one of the few things where price does not equate to quality at all." - Marina
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 28 Jul 2024 | Innovative Pet Products: The Founding of Grub Club Pets | 01:06:25 | |
In this first episode of Pet Business Disruptors, Clayton speaks to Hugh Petit, the co-founder and COO of Grub Club Pets, an insect pet food company. Hugh discusses the journey of starting an insect-based dog food business and the challenges and successes they have faced. Together, they delve into the unique selling points of insect protein for pets, the challenges of introducing insect-based products to consumers, and the strategies they have used to overcome skepticism. Hugh also shares insights on their product development process, fundraising efforts, and the importance of brand differentiation in the competitive pet food industry. KEY TAKEAWAYS
BEST MOMENTS "Dogs are fun, silly characters. They're not all pedigree labs in a field. So why not communicate that through a brand as well and say, yeah, we try and have a bit of fun." "You can get grants and schemes through the government, or even loans, business loans. So there are ways of getting money on board without it being an investor pitch." "All of our products will still have a functional benefit and certainly all contain insect protein which has a lot of functional benefits to it." "Would you buy crisps online? Would you buy chocolate bars online? Not really, you know? But if you're online, you're buying your dog food and they've got treats, yeah, man, I'll chuck that on." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 09 Dec 2024 | The Trials and Triumphs of Rapid Growth in the Raw Pet Food Market | 00:55:34 | |
Clayton sits down with Ben McIntyre, the CEO and founder of Mersey Raw, one of the UK's fastest-growing raw food companies. They delve into the evolution of the raw pet food industry, discussing Ben's journey from feeding his own dogs a raw diet to establishing a successful business that prioritises quality and innovation. The conversation covers the challenges of scaling a rapidly growing company, the importance of education in the raw feeding community, and the unique products Mersey Raw offers, including unusual proteins like goat and rabbit.
KEY TAKEAWAYS Growth of the Raw Food Industry: The raw food market for pets has seen significant growth over the past 10 to 15 years, with a strong community of passionate advocates who believe in the benefits of raw diets for dogs. Personal Journey into Raw Feeding: The founder's journey into raw feeding began with personal experiences of feeding his own dogs a raw diet, leading to a deeper understanding of the nutritional benefits and the desire to create high-quality raw food products. Challenges of Scaling: Rapid growth in the business has led to challenges in logistics, production capacity, and staffing. Unique Product Offerings: The company differentiates itself by offering a variety of unique proteins and products, such as rabbit and goat, which are not commonly found in the market.
BEST MOMENTS "I think the message should be spread with love. I don't think we should be shaming people." - Ben "The quality of the products speak for themselves. We are on the money in that sense." - Ben "It's hard to get ahead of it. You know, at some times, I don't think people quite understand what goes into it." - Ben "If you go to them and say, look, I want your help setting us up, they'll help you." - Clayton
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 03 Mar 2025 | Insights from Declan O'Keeffe of Dec's Pets | 01:01:32 | |
Clayton sits down with Declan O'Keeffe, the founder of Dec's Pets and the Rob the Dog podcast. Declan shares the inspiring journey of his family-run pet business, which began in Wexford, Ireland, in 2018. He discusses the transition from a traditional brick-and-mortar store to a successful online presence, emphasizing the importance of community engagement and exceptional customer service. The conversation delves into the unique characteristics of the Irish pet market compared to the UK, the challenges posed by Brexit, and the evolving landscape of pet ownership and product offerings. Declan also highlights the innovative strategies that have helped Dec's Pets thrive, including their focus on first-to-market products and personalized customer experiences. The episode offers valuable insights into the pet industry and the significance of adapting to changing consumer behaviours.
KEY TAKEAWAYS Community Focus: Dec's Pets emphasizes building a strong community and providing excellent customer service, which has contributed to its success. E-commerce Growth: The transition to an online platform during the COVID-19 pandemic has significantly expanded Dec's Pets' reach, allowing it to become a nationally recognized pet brand in Ireland. Market Adaptation: The Irish pet market is evolving, with a noticeable shift towards premium and raw pet food options. Challenges of Brexit: Brexit has created challenges for small businesses in Ireland, particularly in terms of sourcing products from the UK. Dec's Pets has adapted by exploring European suppliers and bringing first-to-market products into Ireland, which has helped the business thrive despite the obstacles.
BEST MOMENTS "We prided ourselves from day one... to sort of build a community and focus on customer service." - Declan "We have the biggest birthday category for dogs in the whole country." - Declan "I think the Irish public have an emphasis of really trying to shop local." - Declan "I think a lot of businesses went out of business during that time." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 28 Jul 2024 | Balancing Authenticity and Revenue in the Influencer Space | 01:16:29 | |
Today, Clayton is discussing the topic of influencer marketing in the pet industry with Randy Williams and Emma Lock, who is more commonly known as Emzotic. Randy and Emma share insights into their experiences with influencer marketing, particularly in the context of their businesses, WeGroCo and Zen Habitats. They discuss the challenges and benefits of working with influencers, the importance of authenticity, and the innovative approach of creating branded creator stores to enhance the relationship between creators and brands. KEY TAKEAWAYS
BEST MOMENTS "I would rather commit to three or four really good companies than 20 or 30 of the really big companies, because I'm going to make substantially more building on the trust with the companies who believe in me." "My biggest pet hate is Amazon, because they do not create the market at all. They just siphon some off the top." "It's very easy to get lost in the weeds of, I need to make money, they're offering me affiliates, they're offering me affiliates, let's just do it, but then you're not really, it's not part of your natural psyche to be able to go, what is worthwhile, what isn't worthwhile?" VALUABLE RESOURCES https://www.youtube.com/@Emzotic/ HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 28 Oct 2024 | From Reactive to Proactive: Understanding the Role of Animal Nutritionists in Pet Health | 01:06:46 | |
In this episode of the Pet Business Disruptors podcast, Clayton engages in an insightful conversation with Dr. Casey Bradley, president of the Sun Swine Group and a PhD animal nutritionist. They delve into the nuances of animal nutrition, discussing the differences between PhD nutritionists and board-certified veterinarians, and the importance of understanding dietary needs for various dog breeds. Dr. Bradley shares her expertise on the implications of high-protein diets, the role of grains in pet food, and the challenges of formulating diets that meet both nutritional requirements and consumer expectations. The episode also addresses common misconceptions about ingredients, the impact of marketing on consumer choices, and the significance of dietary variation to prevent allergies and intolerances in pets. KEY TAKEAWAYS
BEST MOMENTS "A board certified nutritionist... uses nutrition as a health intervention or a treatment plan with diseased animals." - Dr. Casey Bradley "I like to say we're in the prevention stage versus the treatment stage." - Dr. Casey Bradley "If it's good for me, it's good for my dog." - Dr. Casey Bradley "Grain-free diets do help enhance the longevity by a year, year and a half in dogs." - Clayton "You can still overfeed nutrition, certain nutrition components." - Dr. Casey Bradley HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. SOCIAL LINKS https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 28 Jul 2024 | Unveiling the Origins of the Animal People Recruitment Company | 00:58:14 | |
In this episode, Clayton interviews Chris and Katie from the Animal People Recruitment Company. The trio discusses the origins of the business, their passion for the pet and animal health industry, and the unique challenges and successes they have encountered in their recruitment work. They delve into the importance of cultural fit in hiring, the value of transparency in salary negotiations, and share amusing anecdotes from their experiences in the industry. KEY TAKEAWAYS
BEST MOMENTS "Recruitment done well will be the best money that you ever spend for your business, because without the right people in your business, you are nothing." "60% of our candidates placed last year came from outside of industry." "AI will never be able to really do what we do, and that's really get under the skin of someone and make them feel authentic enough to be themselves." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 25 Aug 2024 | How to Sell and Succeed as a Pet Industry Distributor | 01:00:21 | |
In this episode, Clayton and Harvey discuss the challenges and strategies of succeeding as a pet industry distributor. Both hosts share their own insights based on their extensive experience in the field. They discuss the evolution of distributors in the pet industry, highlighting the importance of niche specialization, stock management, and effective communication with suppliers. They also cover topics such as the impact of large distributors, the significance of customer service, the role of trade shows, and the pitfalls of running out of stock. KEY TAKEAWAYS
BEST MOMENTS "I think the bigger a company gets, the worse they get at communicating." "I think like, so I used to do my own repping. Because our business was geared Monday to Friday, I used to do double calls on a Monday and then Friday it would just be, we get the stuff out and then like, it would be a quiet day." - Interviewee "It's sad as well because I've got competitor product as well. And so rather than my customer buying this product, they're buying someone else's." "There's a decline in pet ownership of rabbits and birds. I mean, bird seed was massive. We used to sell loads of canary mix and budgie mix. Everyone would have a couple of sacks of budgie mix a week, whereas now an average pet shop might sell a couple of kilos a week." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 20 Oct 2024 | Behind the Mic: The Journey of Jon Patch and His 34-Year Legacy in Pet Radio | 01:29:20 | |
In this episode, Clayton welcomes Jon Patch, the legendary host of "Talkin Pets," a radio show that has been captivating audiences for over 34 years. They discuss the challenges and rewards of working with both domestic pets and wildlife, touching on topics such as animal rescue, the impact of captivity on wild animals, and the significance of zoos in conservation efforts. Jon shares personal anecdotes, including his encounters with celebrities like Betty White and Linda Blair, and reflects on the unconditional love pets provide.
KEY TAKEAWAYS
BEST MOMENTS "I think we're always going to have zoos... but the thing is that for me I like to see zoos that are kept up." "It's tough actually, personally speaking, to see some of these orcas in those pools because they're gigantic." "I do it for the love of, you know, the animals and helping. It's kind of like my giving back." "If you watch animals, animals kill only for food. They don't start wars." "I knew I ended up getting kidney disease... I said, if this is my last show, I'm doing my show."
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. SOCIAL LINKS https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 23 Sep 2024 | Why Quality Matters: The Truth About Pet Supplements and Bone BrothWhy Quality Matters: The Truth About Pet Supplements and Bone Broth | 01:03:22 | |
In this episode Clayton interviews Lara McCullough , the owner of Karnlea, a company specializing in high-quality pet supplements. Lara shares her journey in the pet industry, which began 20 years ago out of a personal need to help her rescue dog with dietary issues. The conversation delves into the evolution of the supplement market, the importance of quality and transparency in pet nutrition, and the challenges of distribution for new brands. Lara discusses the unique aspects of her products, including bone broth and goat milk supplements, and emphasizes the significance of education for both retailers and consumers in making informed choices. KEY TAKEAWAYS
BEST MOMENTS
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 18 Nov 2024 | From Pets to Places: Understanding the Need for Specialised Pet Transport Services | 01:02:58 | |
In this episode of Pet Business Disruptors, Clayton and Marina sit down with Claire Harris, the founder of Pets to Places, the world's first pet taxi franchise. Claire shares her journey and the mission behind her business, which addresses the critical need for pet transportation services, especially for those who do not drive. The conversation delves into the challenges pet owners face when trying to transport their animals to vets, groomers, and other essential locations, highlighting the growing trend of younger generations choosing pets over children. Claire passionately discusses the importance of proper pet restraint in vehicles, the lack of awareness surrounding pet safety during travel, and her plans to develop a range of crash-tested pet transport products. KEY TAKEAWAYS Need for Pet Transport Services: There is a significant demand for pet transport services, particularly for individuals who do not drive or have limited access to vehicles. Changing Demographics of Pet Owners: The demographic of pet owners is shifting, with a growing percentage of younger individuals (ages 16 to 34) choosing pets over traditional family structures. Safety and Restraint in Pet Transport: Proper restraint and safety measures for pets during transport are crucial. Many pet owners are unaware of the risks associated with unrestrained pets in vehicles. Lack of Regulation and Education: There is a gap in legislation regarding pet transport safety, and many pet owners lack knowledge about the importance of using crash-tested equipment. Market Opportunity for Innovative Products: There is a market opportunity for developing multifunctional pet transport products that are both crash-tested and suitable for everyday use, such as harnesses that can be used for walking as well as in vehicles.
BEST MOMENTS "Pets to Places is the world's first pet taxi franchise. What is a pet taxi? I get that question a lot." - Claire "There's actually a real, real need for the service just from the perspective that a lot of people don't have their own vehicle." - Claire "People are always looking to get their pet to the vet they don't drive. Could you Why don't you do that?" - Claire "The problem is with the sort of people taxis, as we refer to them, the normal taxis, they don't always take animals for various different reasons." - Clayton "I think the legislation needs to change and I think it needs completely updating." - Claire HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 16 Dec 2024 | The Power of Fragrance in Pet Products: Insights from Dot Dot Pet's CEO | 00:56:46 | |
Clayton interviews Harry Chapman, the CEO and founder of Dot Dot Pet, a start up that has made significant strides in the eco-friendly pet care market. With a focus on innovative products like biodegradable eco towels, uniquely formulated shampoos, and nutritional supplements for cats and dogs, Harry shares insights into the challenges and successes of launching a new brand in a competitive industry. The conversation delves into the importance of branding, the impact of social media marketing, particularly on platforms like TikTok, and the unique features of Dot Dot Pet's offerings, including a calming fragrance for dogs during bath time.
KEY TAKEAWAYS Innovative Product Focus: Dot Dot Pet has successfully launched eco-friendly towels, shampoos, and nutritional supplements for pets, with the eco towels gaining significant traction due to their biodegradable and single-use design, inspired by the hairdressing industry's hygiene practices during COVID. Unique Branding Strategy: The company aims to differentiate itself in the pet market by adopting a modern, beauty-oriented branding approach. Influencer Marketing Insights: The effectiveness of influencer marketing can vary significantly; micro-influencers with smaller but more engaged followings can sometimes yield better results than larger influencers, as authenticity resonates more with audiences. Research and Development: Extensive research went into developing their products, particularly the shampoos.
BEST MOMENTS "The eco-towels have taken off really well and the shampoos are now really building." - Harry "We wanted to create a striking brand that took its look and feel outside of the pet industry." - Harry "The scariest thing in the world is my cashflow spreadsheet." - Harry "There's enough space for everyone in the market." - Clayton "We want to make pet parenthood a walk in the park." - Harry
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 30 Jan 2025 | The Cost of Convenience: Understanding the Financial Landscape of Selling on Amazon and Chewy | 01:03:03 | |
In this episode of Pet Business Disruptors, Clayton engages in a deep conversation with Mike, the Director of Business Development and Operations at Brands Best Friend, an e-commerce agency specializing in the pet industry. They explore the complexities of navigating the ever-evolving e-commerce landscape, particularly on platforms like Amazon, Chewy, and Walmart. Mike shares insights on the challenges pet brands face in establishing a direct-to-consumer presence, the importance of developing a comprehensive e-commerce strategy, and the impact of rising customer acquisition costs. The discussion also highlights the significance of understanding consumer behaviour, the role of trust in online purchasing, and the necessity of adapting to changes brought about by AI and shifting market dynamics. With a focus on integrity and partnership, Mike emphasizes how Brands Best Friend helps brands thrive in a competitive environment while maintaining a commitment to the well-being of pets. KEY TAKEAWAYS E-commerce Strategy is Essential: Brands need a comprehensive e-commerce strategy that encompasses various platforms like Amazon, Chewy, and Walmart, rather than focusing solely on one. Trust and Convenience Drive Sales: Consumers often prefer established platforms like Amazon due to their trustworthiness and convenience, making it challenging for direct-to-consumer (DTC) brands to gain traction. Cost of Customer Acquisition is Rising: The cost of acquiring customers through digital marketing is increasing, with some brands spending significant amounts per customer. Adaptability to Market Changes is Key: The e-commerce landscape is constantly evolving, influenced by factors like AI and changing consumer behaviours. BEST MOMENTS "There's a big difference between being on Amazon and having an Amazon strategy." - Mike "You have to understand the pet industry and its history before applying any type of e-commerce knowledge." - Mike "If you're not where your customers are, you're going to get left behind." - Clayton "It’s rare for us to enter into retainer model contracts with our brands." - Mike HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 24 Mar 2025 | Maximizing Media Coverage | 00:57:19 | |
Clayton interviews Kerry Sutherland, the owner and founder of Kerry Sutherland PR, who shares her extensive experience in the pet industry and public relations. With nearly two decades of expertise, Kerry discusses the evolution of the pet market, the changing landscape of media, and the importance of personalized PR strategies. She emphasizes the need for brands to identify their target audience and craft compelling stories that resonate with both traditional media and influencers. As they explore the upcoming Global Pet Expo, Kerry highlights trends in pet care, such as the humanization of pets and the growing focus on enrichment, while also addressing the challenges brands face in navigating the noisy media environment. This insightful conversation offers valuable advice for businesses looking to enhance their media presence and connect with consumers in a meaningful way. KEY TAKEAWAYS Evolution of the Pet Industry: The pet industry has significantly changed over the years, with trends shifting from basic pet care to a focus on humanization, technology integration, and enrichment for pets. Importance of Personalized PR: Effective public relations requires a personalized approach. Brands should avoid generic pitches and instead tailor their communications to specific journalists and media outlets that align with their target audience and product offerings. Maximizing Media Coverage: Simply obtaining media coverage is not enough; brands must actively promote and amplify their media successes. Navigating the Changing Media Landscape: The media landscape has shifted dramatically, with a move from traditional print to online and social media. BEST MOMENTS "I started K Sutherland PR 13 years ago with kind of a desire to not exclusively focus in the pet industry." - Kerry "It's really about unique and interesting storytelling on storylines that are national, consumer friendly, easy to digest." - Kerry "You need to narrowly identify who is our real customer. It is not everyone." - Kerry "It's harder than ever today... you need to be consistently delivering media pitches." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 04 Aug 2024 | The Truth About Raw Feeding and The World of Pet Nutrition with Michelle Hollis | 00:43:02 | |
In this episode, Clayton sits down with Michelle Hollis, a veterinary nurse and member of the Raw Feeding Veterinary Society. Michelle shares her journey into raw feeding for her working cocker spaniel and the positive impact it had on her dog's health. They delve into the controversy surrounding raw feeding in the pet industry, contrasting views on raw feeding among veterinarians, and the importance of proper nutrition for pets. Michelle emphasizes the need for variety in a balanced raw food diet and highlights the significance of supplements in pet nutrition. KEY TAKEAWAYS
BEST MOMENTS "I think if you are seriously looking at going into raw feeding, um, There's a lot of Facebook groups out there that give you support." "I think the thing is a lot of consumers they always worry that they kind of want their dogs to enjoy everything." "Vets, they're so busy, and obviously nutrition, unless they're specialising in that area, is such a small section of their course." "I think it's interesting because obviously, the veterinary line is it's become quite rigid and you probably want to comment on this because I don't want to get you in trouble." "Vets, they're so busy. They're so busy. And obviously, nutrition, unless they're specialising in that area, it's such a small section of their course." VALUABLE RESOURCES
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 20 Apr 2025 | How Huggle Pets Ensures Quality and Customer Satisfaction | 01:06:18 | |
In today's episode, Clayton interviews Mike Dixon, the founder of Huggle Pets, a family-run business that has evolved over 15 years from wholesaling dog crates to a comprehensive pet retail operation with a community focus. Mike shares insights into the growth of Huggle Pets, which now boasts a diverse range of products across various pet categories and a commitment to animal therapy for children with mental health needs. He emphasises the value of ethical business practices, the impact of changing consumer behaviors, and the necessity of adapting to market trends to ensure long-term success in the pet retail sector. KEY TAKEAWAYS
BEST MOMENTS "We eventually opened a retail side and ended up holding about 9,000 SKUs across all categories." "It's not a guess. It's not something that we think looks fancy on a whiteboard. It's this works." "If you're going to build something from scratch, you want to make sure that the message you're giving out is what you're sticking to." "People buy from people and that's why we've never done multiple stores." "If I can control that and I can convince people, it's a decent standard." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 06 Apr 2025 | How Smolzz is Reducing Plastic Waste in Pet Food Storage | 00:48:55 | |
In this episode of Pet Business Disruptors, host Clayton interviews Alison Thomas, the founder of Smolzz, a unique pet food storage container company. Alison shares her journey of creating innovative solutions for storing opened wet pet food, highlighting the importance of proper food storage to prevent spoilage and cross-contamination. With a background in events and investment banking, Alison transitioned into the pet industry after realizing the lack of suitable storage options for her cat's food. The conversation delves into the challenges of marketing a new product, the logistics of sourcing materials from China, and the potential partnerships with pet food manufacturers. Alison emphasizes the growing awareness of pet food storage and the need for convenient, eco-friendly solutions, making Smolzz a timely addition to the pet care market. KEY TAKEAWAYS Niche Market Opportunity: Smolzz addresses a unique gap in the pet industry by providing specialized storage solutions for wet pet food, which is often overlooked compared to traditional pet products like food and treats. Sustainable and Practical Design: The products are made from food-grade silicone, making them reusable, recyclable, and easy to clean. This design helps prevent cross-contamination between pet food and human food, promoting better food safety. Consumer Education is Key: Many pet owners are unaware of the importance of proper food storage for their pets, which can lead to issues like pet obesity. Educating consumers about the benefits of using specialized containers is crucial for market penetration. Diverse Sales Channels: Smolzz is exploring various sales channels, including direct-to-consumer (DTC) sales, partnerships with pet food manufacturers, and retail placements in country stores. Collaborations with influencers have also helped raise awareness.
BEST MOMENTS "I started Smolzz because I couldn't find anywhere in the world a way to store my cat's opened wet pet food." - Alison "It's really important that all wet pet food once opened is stored correctly and in the fridge." - Alison "It's just getting pet owners to understand how important storage is of food and making it easy and portion control." - Alison "It's a product that's never existed before, strangely." - Clayton
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 19 Dec 2024 | Sustainable Comfort: How Baker and Bray is Redefining Dog Beds | 00:58:56 | |
Clayton interviews Neil Taylor, the founder of Baker and Bray, a premium dog bed company that has garnered accolades for its quality and sustainability. Neil shares his extensive background in the pet industry, detailing his journey from printing for Pets at Home to launching his own brand focused on creating durable, eco-friendly products. The conversation delves into the challenges of competing in a price-driven market, the importance of customer service in a direct-to-consumer model, and the evolving perception of pet ownership. Neil emphasizes the need for high-quality, long-lasting products that cater to the modern pet owner, while also discussing the significance of personal connections in business. KEY TAKEAWAYS Background in the Pet Industry: Neil Taylor has over 25 years of experience in the pet industry, starting with printing for Pets at Home and evolving into product development and publishing before founding Baker and Bray. Focus on Quality and Sustainability: Baker and Bray emphasizes creating high-quality, sustainable dog beds made from recycled materials, specifically using an average of 40 recycled plastic bottles in each bed. Challenges of Direct-to-Consumer (DTC) Sales: DTC businesses face challenges such as customer acquisition costs and the need for exceptional customer service. Market Trends: There is a growing consumer preference for durable, sustainable products over disposable items.
BEST MOMENTS "I kind of feel our generation has been quite wasteful... there has to be a better way of doing it." - Neil "You can't afford to lose three months of product on water. It's madness." - Neil "People's pets... they want the best for their dogs as well." - Neil "I think people are looking for better quality, better value." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 28 Nov 2024 | From Puppy Farms to Responsible Breeding: A Deep Dive into Dog Welfare | 01:40:32 | |
In this episode of Pet Business Disruptors, Beverly Cuddy, the esteemed editor of Dogs Today, shares her extensive experience in the dog world, discussing her journey from working at the Kennel Club to advocating for animal welfare. The conversation delves into the complexities of dog breeding, the challenges faced by responsible breeders, and the impact of legislation like the Dangerous Dogs Act. Beverly highlights the importance of understanding dog behaviour and the need for better regulation in the pet industry, particularly concerning dog training and breeding practices. The episode also touches on the emotional and financial challenges pet owners face when dealing with health issues in their dogs, emphasizing the need for quality of life over mere longevity. With a blend of personal anecdotes and industry insights, this episode offers a thoughtful exploration of the evolving landscape of pet ownership and welfare.
KEY TAKEAWAYS Long-standing Involvement in Dog Welfare: Beverly Cuddy has been deeply involved in the dog world since 1990, advocating for various issues such as stopping puppy sales in pet shops and campaigning against harmful legislation like the Dangerous Dogs Act. Challenges in Dog Breeding: The current breeding landscape is complicated by regulations that often hinder responsible breeders while allowing less scrupulous breeders to thrive. Lack of Regulation in Dog Services: The dog training and behaviour industry lacks standardisation and regulation, making it difficult for pet owners to identify qualified professionals. Impact of Popularity on Dog Breeds: Trends in dog ownership can lead to welfare issues, as seen with breeds that become fashionable. Quality of Life vs. Quantity of Life: When it comes to veterinary care, the focus should be on the quality of life for pets rather than just extending their lifespan.
BEST MOMENTS "If there's a crisis in the dog world, I'm usually there with a petition." - Beverly "We need to lobby government to really change so much legislation." - Beverly "The public has no idea whether they qualify." - Clayton "Every time there's a dog in a film, it's an unusual breed... puppy farmers go on to mass production." - Beverly "Quality of life is... more important than quantity." - Clayton
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 13 Jan 2025 | From Music to Mutts: David Brown's Journey to Founding By Teddy, the Premium Dog Lifestyle Brand | 01:06:13 | |
Clayton sits down with David Brown, the CEO and founder of By Teddy, a premium dog lifestyle brand. David shares his entrepreneurial journey, from starting a clothing business at 15 to launching an alcohol-free cocktail brand and eventually transitioning into the pet industry. He discusses the saturated market of dog accessories and how By Teddy aims to fill a gap by offering products that resonate with modern dog owners seeking elevated, stylish options for their pets. The conversation delves into the challenges and strategies of entering retail, including their recent partnership with Pets Corner and their approach to independent stores across Europe. KEY TAKEAWAYS Market Opportunity: The pet accessory market is saturated, but there is a growing demand for premium, lifestyle-oriented products among younger dog owners, particularly those who view their pets as part of their family and lifestyle. Brand Positioning: By Teddy positions itself as a high-end dog lifestyle brand, focusing on quality, design, and functionality. The brand aims to meet the elevated expectations of modern dog owners who seek products that reflect their personal style and values. Retail Strategy: The brand prioritizes retail and independent trade over direct-to-consumer (DTC) sales. This approach allows customers to physically experience the products, which is crucial for high-value items, and helps build relationships with retailers who can effectively communicate the brand's value. Product Development: All products are manufactured overseas, primarily in China, where quality and cost-effectiveness are prioritized. The brand emphasizes attention to detail in design, using high-quality materials and custom hardware to differentiate its offerings. BEST MOMENTS "It's a massive commitment to make, because if I'm going to spend, let's say, 50 quid on a collar, I need to see it first." - Clayton "I think there's this kind of like new wave of people coming into the dog world, new dog owners, who have a very, very different relationship to or perception to dog ownership." - David "Trying to convey that effectively, D to C, is really difficult. If you can actually see it physically in the store, you can feel the quality of it." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 05 Dec 2024 | From Waste to Value: The Pragmatic Approach to Insect Farming and Sustainability | 01:08:14 | |
In this episode of Pet Business Disruptors, host Clayton interviews Yka Maijonen, CEO of Manor Insect, a Finnish company specializing in black soldier fly (BSF) breeding. Yka shares the journey of Manor Insect, highlighting their mission to make insect farming accessible and affordable for everyone. The discussion delves into the challenges and misconceptions within the BSF industry, particularly regarding market viability, pricing, and the importance of understanding customer needs. Yka emphasizes the need for a pragmatic approach to insect farming, focusing on low-cost solutions and the significance of knowledge and training for aspiring insect farmers. KEY TAKEAWAYS Accessibility in Insect Farming: Manor Insect aims to make black soldier fly (BSF) breeding accessible to everyone, focusing on low-cost and simple solutions. Pragmatic Approach to Business: The company emphasizes a pragmatic view of the BSF industry, recognizing the importance of understanding market dynamics and customer needs rather than getting caught up in sustainability hype. Challenges of Scaling: There are significant challenges in scaling BSF production, particularly in Europe, where regulations limit the use of waste as feed. Focus on Knowledge and Training: Manor Insect has shifted its focus from merely selling technology to providing knowledge and mentoring for potential insect farmers.
BEST MOMENTS "We looked at it very pragmatically as a technology, as a tool, and then a tool to means to an end." - Yka "The only thing you care is that how to make this production cheaper." - Yka "There's a lot of bullshit figures floating around in terms of what you can actually make from it." - Clayton "We need to be true competitors... this is the most uncomfortable area for me." - Yka
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 29 Sep 2024 | Pioneering Insect Protein: Anne Carlson's Journey with Jiminy's Dog Food | 01:07:08 | |
In this episode, Clayton interviews Anne Carlson, the founder of Jiminy's Dog Food, a pioneering brand in the alternative protein market that specializes in insect protein for dogs. Anne shares her journey of introducing cricket protein into the pet food industry, discussing the challenges of regulatory approval and consumer education. The conversation delves into the unique health benefits of insect protein, including its positive impact on gut health, oral hygiene, and overall dog wellness. Anne emphasizes the importance of understanding consumer needs and the evolving landscape of pet nutrition, highlighting how Jiminy's has adapted its marketing strategy to focus on health benefits while still promoting sustainability.
KEY TAKEAWAYS
BEST MOMENTS "We started with the crickets because they are the gateway bug, the easiest one for the consumer to wrap their head around." "When I look at my dog, I am always thinking about his health. I care about his health and making the right choices for him." "It was a hard sell. It was really interesting to see people's reactions." "We need to focus on what makes people part with their money and it's so important it gets lost a lot." "The insect protein delivers all of the essential amino acids that the dogs need in the right quantities and it's digestible."
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains, and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivaled by few. As well as being COO of one of the UK's fastest-growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||
| 17 Feb 2025 | Navigating the Wild West of Dog Training: Insights from the Canine Business Academy | 01:03:53 | |
Clayton interviews Vicky Davis and Jo Moorcroft, the founders of the Canine Business Academy and co-authors of "Let's Talk Dog Business." The conversation delves into their unique journeys into dog training, highlighting Vicky's background in animal welfare and Jo's transition from corporate marketing to dog training. They discuss the challenges faced by dog trainers in a competitive and often chaotic industry, emphasising the importance of specialisation, proper pricing strategies, and understanding one's value. Vicky and Jo share their mission to empower dog trainers through community support and business education, aiming to elevate the standards of the profession and improve the overall experience for both trainers and clients. KEY POINTS
BEST MOMENTS "Dog trainers are not earning anywhere near enough money, not even a living wage in a lot of cases." - Vicky "We want to help the industry because it's a bit of a shit show." - Jo "If you're not true to yourself, you will go down the wrong path easily." - Vicky "We're in the business of people, not just dogs." - Jo HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 11 Aug 2024 | The Entrepreneurial Journey into the Hemp Industry | 00:57:19 | |
In this episode of the podcast, Clayton sits down with David Hartigan, the CEO of Hemp Heroes, to discuss the journey of Hemp Heroes in the CBD and hemp-based industry. David shares his background in business consultancy and how he ventured into the hemp space. They delve into the different types of CBD products, the importance of quality, and the challenges faced in the industry. David also talks about the misconceptions surrounding hemp and CBD, as well as the future plans for Hemp Heroes, including expanding into the human food market. Tune in to learn more about the fascinating world of CBD and hemp-based products. Key Takeaways
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 30 Dec 2024 | The Journey of Dog G8: Overcoming Challenges and Embracing Opportunities in the Pet Market | 01:17:19 | |
Clayton engages in a lively conversation with Chris and Peter Maxted, the founders of Dog G8, a company specializing in innovative safety gates for pet owners. The discussion delves into the origins of their unique product, which was born out of necessity when Chris's wife ran a pet care business and faced challenges with dogs escaping through open doors. The Maxteds share their journey from concept to market, including their experience at trade shows, the impact of social media on their marketing strategy, and their memorable appearance on Dragon's Den. They also explore the importance of customer service, the challenges of selling a one-and-done product, and their ambitions for international growth, particularly in the U.S. market. KEY TAKEAWAYS Product Origin and Purpose: The Dog G8 safety gate was developed out of necessity to prevent dogs from escaping when doors are opened, particularly in homes with multiple dogs. Market Expansion and Versatility: Initially designed for front doors, the safety gate's modular design allows it to be used in various settings, including caravans, motorhomes, and stairways. Impact of Social Media and Marketing: The rise of social media platforms, particularly TikTok, has significantly contributed to the product's visibility and recognition. Direct-to-Consumer Strategy: The business model focuses on selling directly to consumers rather than through traditional retail channels. BEST MOMENTS "It sort of came out of necessity that I identified my wife used to run a pet care business from home." - Peter "We knew that that journey could last between 12 and 24 months to see what was the response to the public going to be." - Chris "We try hard not to sell through the fear factor. We want it to be a safety product and people to be aware of it." - Chris "The response to us was phenomenal." - Peter "We think we have a great product." - Peter HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 13 Oct 2024 | Navigating Growth: Chris Jones on Expanding Peregrine's Product Range and Market Reach | 01:03:59 | |
In this episode, Clayton sits down with Chris Jones, the Managing Director of Peregrine Live Foods, the UK's leading distributor of reptile and live food products. Chris shares the fascinating history of Peregrine, which began 35 years ago as a small live food business founded by two scientists and has since evolved into a major player in the pet industry, employing around 170 people and serving over a thousand shops weekly. Chris also discusses the importance of independent pet shops in the reptile market, the challenges posed by Brexit, and the potential for international expansion.
KEY TAKEAWAYS
BEST MOMENTS "Peregrine started about 35 years ago... they were essentially scientists working in a laboratory studying insects for the purpose of pesticides." "I think getting up to a million is difficult, but once you hit the one million... it takes some pretty strong strategies and pretty strong new brands." "We started to build that a little bit more. We've bought out another company since then, Fish Science... and yeah, some big plans coming in the next couple of years." "I think there's definitely been a thinning out. I think what is true is that with the internet, people who are morally dubious get found out now very easily." "We have around 7.5 million to 8 million reptiles in the UK, somewhere in the region of a million owners. It's not insignificant."
HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains, and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivaled by few. As well as being COO of one of the UK's fastest-growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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| 06 Oct 2024 | From Curiosity to Innovation with Harry Bremner | 00:46:12 | |
Welcome to the latest episode of Pet Business Disruptors! In this exciting installment, host Clayton sits down with Harry Bremner, the founder of Tuggs, a groundbreaking dog food company that is changing the game in the pet food industry. Tuggs stands out by blending traditional animal proteins with insect proteins, specifically black soldier fly larvae, to create a nutritious and sustainable dog food option. Discover how Harry's journey began with a curiosity about entomophagy and evolved into a mission to improve dog health and reduce reliance on livestock. In this episode, you'll learn about:
Join us as we explore the innovative world of pet food and how Tuggs is paving the way for healthier, more sustainable options for our furry friends. Don't forget to like, subscribe, and hit the notification bell for more insights into the pet business industry! Links: Visit Tuggs: https://www.tuggs.uk/ Follow us on LinkedIn: Harry Bremner Follow me on TikTok: @petbusinessdisruptors | |||
| 12 Dec 2024 | Leveraging Expertise for Pet Business Growth | 00:59:53 | |
Clayton interviews Jennifer Murray, a seasoned consultant in the pet industry with over 21 years of experience. Jennifer shares her journey from owning retail pet stores to founding Murray Pet Sales and Consulting, where she specialises in business development, sales, and market research for pet-related businesses. The discussion delves into the intricacies of white labeling, demystifying the process for aspiring entrepreneurs looking to create their own pet treat brands. Jennifer explains the differences between menu-based products and custom recipes, the importance of understanding market trends, and how private label facilities can alleviate the burdens of production and compliance. KEY TAKEAWAYS Understanding White Labeling: White labeling allows businesses to create their own brand of products without the need for extensive manufacturing capabilities. Cost and Minimum Order Quantities: Starting a private label brand can be relatively low-cost, with minimum order quantities typically around 3,000 pouches for menu-based products. Customization and R&D: While businesses can customize recipes to some extent, significant changes may incur additional research and development costs. Consulting Benefits: Consulting services can provide valuable insights for pet industry founders, helping them navigate challenges such as market entry, pricing strategies, and product development.
BEST MOMENTS "White labeling is definitely the most economic way to start your own brand." - Jennifer "You have to be realistic if you're just starting out and you want to keep your costs low." - Jennifer "It's very important that you choose a private label manufacturer that has the skill and the expert team behind them." - Jennifer "Our job as a consultant is actually to be critical and they have to be able to manage that criticism." - Clayton "You can modify that packaging as needed or to respond to trends or colours." - Jennifer HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. | |||