Pet Business Disruptors

In this episode, Clayton sits down with Krysta and Jeff, the owners of Pug and Hound Apothecary, a unique pet store in Geneva, Illinois. They delve into their journey from various jobs to establishing a business focused on holistic pet care, emphasising the importance of quality supplements and nutrition for pets. Krysta shares her background as a vet tech and how her experiences with her dog Bruce inspired their product offerings. Jeff discusses their approach to sourcing products, prioritising quality over price, and the challenges of competing with larger retailers. KEY TAKEAWAYS Both Jeff and Krysta have diverse backgrounds that led them to establish Pug and Hound Apothecary. Krysta's journey began with a desire to be a vet, leading her to gain extensive knowledge in pet nutrition and health, while Jeff's experiences in various jobs and a passion for dog care culminated in their partnership. Pug and Hound Apothecary prioritises high-quality products, refusing to carry items with harmful ingredients like sugar or synthetic additives. They emphasise the importance of sourcing and vetting products to ensure safety and efficacy for pets. The business thrives on building relationships with customers through personalised consultations. They take the time to understand each pet's unique needs, which fosters trust and loyalty, distinguishing them from larger retail chains. The store offers a wide variety of products, including unique and unconventional items, which helps attract customers. They continuously assess and adapt their inventory based on customer feedback and market trends, ensuring they meet the diverse needs of pet owners. Operating a specialised pet store comes with challenges, such as managing inventory and navigating distributor relationships. The owners acknowledge the difficulties of competing with larger retailers and emphasise the importance of being a trusted resource for pet care knowledge and products. BEST MOMENTS "I wanted to be a vet and my parents told me not to be a vet." "People are going to come for you. Hear about the technical side of the supplements." "There's a lot of crap out there. The supplement industry is inundated with just muddy waters." "If something's inexpensive, it's not going to be any good." "You might save a few bucks up front, but most of the time that's going to cost you a lot more in the long run." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Clayton interviews Lee Bridges, co-founder of Play9 and creator of the innovative Roolo activity ball. Lee shares his journey from being a musician and running an entertainment agency to launching a successful pet product that has garnered significant traction in the market. They move to discuss the challenges of bootstrapping a business, the importance of community in the pet industry, and the unique features of the Roolo ball that make it a game-changer for dog owners. KEY TAKEAWAYS Emphasising the importance of community within the pet industry, the discussion highlights how collaboration among businesses can lead to greater success rather than competition. The creation of the Roolo activity ball stemmed from personal experiences with a pet, showcasing how identifying a problem can lead to innovative solutions. The process involved rapid prototyping and testing with various dog breeds to refine the product. The founders have chosen to bootstrap their business, avoiding outside investment to maintain control and quality. This approach has allowed them to navigate challenges while focusing on product integrity and customer satisfaction. Plans for expansion include launching treat products specifically designed for use with the Roolo ball, as well as a smaller version of the ball for small dogs. This strategy aims to create a consumable product line that encourages repeat purchases and enhances customer loyalty. BEST MOMENTS "I think it's almost as revolutionary as the Kong was when it came out." "I reckon we could do this, we can make something ourselves." "We wanted to come up with something so they're not circular, they're like slightly cylindrical." "It's the first time I've felt like the business is pulling as opposed to pushing." "I see some of the stands where they're just trying to make a sale." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Helen Wainwright and Lee Hobbs from the Dog Trainer School. They discuss the challenges faced by dog trainers, including the lack of resources and support after certification, and how they aim to fill that gap through their membership program. The episode also touches on the importance of community, collaboration, and the evolving landscape of dog training, emphasizing the need for trainers to adapt to new trends and focus on their strengths. KEY TAKEAWAYS The organisation emphasises a positive and inclusive community among dog trainers, encouraging open conversations about pricing and methodologies without negativity or gatekeeping information. The dog training industry is evolving, and it's crucial for trainers to stay updated on new trends and practices. The founders actively engage with other professionals, such as veterinarians, to understand market shifts and client needs. While many trainers start as generalists, there is a growing recognition of the importance of specialization. Trainers are encouraged to focus on their strengths and interests, whether that be in specific training methods or types of dogs. The importance of practical application in dog training is highlighted, with a focus on real-world experience. Trainers are encouraged to test techniques in the field and share their findings with the community to foster growth and confidence. BEST MOMENTS "I really struggled to find resources and just ideas or inspiration." "We were really, really keen not to gatekeep information." "It's an unregulated industry, so you become certified, approved, whatever, but then you're on your own." "Toxicity breeds toxicity, doesn't it? So if we don't do it, if it doesn't exist, you don't have to get rid of it." "We purposely listen to the industry and our members." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews Lindsey John Taylor (Co-Founder) and Karla Pearson, Director of OxyPet, a company specialising in oxygenated spring water for pets. Lindsey shares his personal health journey that inspired the creation of OxyPet, detailing his experiences with severe blood clots and the transformative effects of breathwork and hydration. They also explore the unique properties of OxyPet's nano-bubble oxygen spring water, its benefits for pets, particularly brachycephalic breeds like French Bulldogs, and the importance of hydration for overall health. KEY TAKEAWAYS Lindsey's journey with OxyPet began after experiencing severe health issues, including blood clots, which led him to explore breath work and the benefits of hydration, ultimately inspiring the creation of oxygenated water for pets. OxyPet uses a patented nano-bubble oxygen machine to infuse natural spring water with ten times the levels of dissolved oxygen, enhancing hydration and purportedly providing health benefits for pets, particularly brachycephalic breeds. The product has shown promising results in trials with dogs suffering from various health issues, including breathing difficulties and skin conditions. Testimonials from pet owners highlight significant improvements in their pets' health and well-being after using OxyPet. OxyPet is committed to sustainability, using bottles made from prevented ocean plastic and packaging made from sustainable forestry. The production process implements eco-friendly practices, including solar and wind energy. BEST MOMENTS "I just completed climbing Kilimanjaro, and I suffered two severe blood clots. I found a new appreciation of oxygen." "We take a natural spring water from Cornwall, and infuse the spring water with nano bubbles." "There is no placebo with animals. What you see is what you see.” "I had to do something about it. I was like, right, I really like the sound of this." "If you've got a flat-faced breed, then it's advisable that having OxyPet every day would really suit them." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton sits down with Billy Bosco from Pet King Brands, the family-owned company behind the well-known Zymox product line. Billy shares the inspiring story of how his mother started the business 26 years ago, driven by a personal need to find a solution for their German shepherd's recurring ear infections. They also take a look at the unique enzymatic technology behind Zymox, its journey from a basement operation to a recognized brand in veterinary and retail markets, and the challenges of navigating FDA regulations. https://zymox.com/ KEY TAKEAWAYS The company, Pet King Brands, was founded 26 years ago by a mother who developed the Zymox product line after seeking a solution for her dog's recurring ear infections. The business started in her basement and has grown significantly since then. Zymox products utilise a proprietary enzyme system (LP3) that targets bacteria, fungus, and yeast without harming healthy tissue. This system is based on enzymes naturally found in the immune systems of both humans and dogs, making it effective and safe. Initially, the company focused on veterinary markets, as retail and e-commerce were not as developed. Over time, they transitioned to retail to reach a broader audience, but faced challenges in educating retail staff and consumers about their products due to FDA regulations. The company sees potential for growth in both the U.S. and international markets. They aim to penetrate the market further by increasing consumer awareness of their enzyme-based solutions and expanding their product offerings, including new applications for existing enzyme systems. While e-commerce, particularly through platforms like Amazon, has become a significant sales channel, the company recognises the importance of maintaining a presence in brick-and-mortar retail to build trust and personal connections with consumers. BEST MOMENTS "Zymox got its start because my mom was a hoarder of animals growing up. We had a German shepherd that had serious reoccurring ear infections." "It's almost like a pride point at this point to know we're still family owned and operated." "The day we finally learned and convinced consumers that these enzymes are able to work, I think we could have endless growth in the US." "We always have to be very surface level and we have to rely on consumers to want to take a risk or investigate the product." "Amazon is like the power that be. It can give us and it can take us." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton engages in a lively conversation with Sherry and Carly, known as the Pet Shop Girls, who share their unique experiences as independent pet store owners in the U.S. and Canada. Sherry, owner of Odyssey Pets in Dallas, Texas, and Carly, who runs a holistic pet store in Regina, Saskatchewan, discuss the challenges and triumphs of navigating the pet industry, especially in the wake of COVID-19. They delve into topics such as the importance of customer service, the impact of social media on business, and the differences in pet food regulations between North America and Europe. KEY TAKEAWAYS Sherry operates a large pet store in Dallas, Texas, offering a wide range of services including grooming and daycare, while Carly runs a smaller, holistic pet store in Regina, Saskatchewan, focusing on retail and consultations. This highlights the different approaches independent pet retailers can take based on their market and size. Both Sherry and Carly emphasise the value of community among independent pet professionals. They have created a Facebook group, Indie Insider, to share knowledge and support each other, which helps them stay informed about industry trends and innovations. Carly discusses her commitment to educating pet parents about pet nutrition, using tools like a grading chart for kibble. This approach not only helps customers make informed choices but also positions her store as a trusted resource in the community. Sherry shares strategies for competing against larger pet retailers, such as focusing on customer service, knowledge, and agility in adapting to market changes. This adaptability allows independent stores to respond quickly to consumer needs, unlike larger corporations. Both retailers maintain a strong stance on the quality of products they carry. Sherry avoids mid-grade kibble to ensure her customers trust the healthiness of her offerings, while Carly has seen success with raw food sales, indicating a growing trend towards healthier pet diets among consumers. BEST MOMENTS "I started studying nutrition and I certified in pet nutrition and I certified in raw nutrition and then advanced canine nutrition." "I want people to walk in and trust that the products that I have are healthy." "If you don't keep up with the times, you're going to find out eventually that what you're doing isn't working." "We are the ones that are steering the industry and making it interesting." "I can't sell a mid-grade kibble. I need to be able to sleep at night." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton interviews Karla Pearson, the founder of the No Bull Facebook group, which has grown to over 100,000 members in just six years. Karla shares her journey of becoming a passionate advocate for dog health after her own experiences with her dog, Betty. She discusses the challenges of managing a large online community focused on holistic pet care, emphasising the importance of creating a safe and supportive environment for pet owners. KEY TAKEAWAYS The No Bull Facebook group has grown organically to over 108,000 members in nearly six years, primarily through word of mouth and the trust built within the community. The group emphasises providing non-judgmental, evidence-based information about dog nutrition and health, aiming to create a safe space for pet owners to ask questions and learn without fear of ridicule. A dedicated team of moderators ensures that discussions remain respectful and constructive, actively managing conflicts and discouraging negativity, including the use of passive-aggressive reactions like laughing emojis. The group promotes a holistic view of dog care, encouraging members to consider natural alternatives and make informed decisions about their pets' diets and health, while also recognising that not all dogs can be fed the same way. Plans for the future include launching a website to provide more resources and information, seeking sponsorships to support the group's operations, and continuing to help pet owners navigate their dogs' health challenges. BEST MOMENTS "I just wanted to do everything in my powers to keep her as healthy as possible." "We are very, very strict on our rules." "There is no such thing as a stupid question because if you don't know the answer, how are you going to find out unless you ask?" "I think the one thing that always comes through with my group is that it still feels like a warm, friendly place to be." "I think if we all strive to do the best that we can with our budgets and our lifestyle, feed as fresh as you can." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton sits down with Emily Mugford, the new CEO of the Company of Animals, to discuss her unique journey from being a small animal veterinarian to leading a well-established pet product company founded by her father, Roger Mugford. Emily shares insights into the challenges and rewards of transitioning into her new role, the evolution of the Company of Animals over the past 45 years, and the importance of understanding the psychology behind dog training. KEY TAKEAWAYS Emily Mugford, daughter of Roger Mugford, has transitioned from being a small animal vet to the CEO of the Company of Animals, a company founded by her father 45 years ago. She has a strong veterinary background and has taken on a leadership role in the family business, focusing on succession planning and company growth. The Company of Animals has evolved from primarily dog training to a broader focus on animal behaviour and lifestyle products. The Halty Head Collar, designed to help stop dogs from pulling, remains a flagship product, while the company has expanded its range to include various training and lifestyle items. The company has successfully expanded its operations internationally, with distribution in the US, UK, Netherlands, and Australia. This growth has been facilitated by the use of third-party logistics (3PL) providers, allowing for more efficient distribution without the need for physical warehouses in every location. The US market presents unique challenges due to its size and fragmentation. While the Company of Animals has established a presence, competition from well-known brands and the need for greater brand awareness remain significant hurdles. BEST MOMENTS "I think the problem isn't with veterinarians, it's with the larger corporate industry." "If something goes wrong, it can be fixed, it can be sorted." "We want to be long-term partners with people, not just short-term, flash-in-the-pan affairs." "I think we can be proud that many of our products have enabled those families to stay together." "It's a much scarier role, but do you know what, like nothing dies." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton interviews Kristen Morrison, founder of the Six Figure Business Academy and host of the Prosperous Pet Business podcast. Kristen shares her journey from starting a pet sitting and dog walking business in 1995 to coaching over 3,500 pet business owners. She discusses the challenges she faced in building her business, the importance of creating a work-life balance, and the evolution of marketing strategies in the pet industry. Kristen emphasises the significance of relationships and community engagement in business growth, while also addressing the need for clarity and focus in service offerings. KEY TAKEAWAYS The journey began with a passion for pets, leading to the establishment of a pet sitting and dog walking business in 1995, despite having no prior business knowledge. Over 18 years of running a business, valuable lessons were learned through trial and error, including the importance of effective marketing, hiring the right people, and maintaining a work-life balance. The transition to coaching other pet business owners emerged organically, with initial clients achieving success and spreading the word, leading to a coaching practice that has helped over 3,500 individuals. While modern marketing tools like social media and SEO are essential, traditional methods such as building relationships with local pet businesses remain effective for attracting clients. Success is not solely defined by financial metrics; it also involves creating a business that allows for personal happiness and time freedom, emphasising the need for balance in the entrepreneurial journey. BEST MOMENTS "I realised, hey, I could turn this into a business." "Everyone is so different, and the advice that I give to each person is going to be really different as well." "If you're working seven days a week and you can't get any time, you're obviously not earning enough money." "A lot of people who are making over six figures and beyond are totally stressed out." "You're going to have to work before you've even worked for 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. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with John and Lisa Bryson, the president and vice president of Tranquil Tails, at SuperZoo 2025. They share their unique journey from diverse backgrounds - John's transition from law to small business and Lisa's experience in neonatal intensive care and retail—to create a product aimed at alleviating pet anxiety through a non-toxic pheromone diffuser. They also discuss the growing awareness of pet anxiety, particularly in cats, and the innovative solutions Tranquil Tails offers, including a plug-in diffuser and a spray formulation for travel. KEY TAKEAWAYS John transitioned from a law career to the family business after a personal tragedy, leading to the development of Tranquil Tails, a company focused on calming products for pets using pheromones. Tranquil Tails offers a plug-in heated diffuser that releases a non-toxic pheromone blend to help alleviate anxiety in pets, particularly dogs and cats. The product is based on years of research and aims to address the growing issue of pet anxiety. There is a noticeable shift in pet ownership dynamics, with more people treating pets as family members. This has led to increased awareness of pet anxiety, particularly in cats, which have historically been underserved in the pet product market. Entering the pet market involves navigating significant challenges, including competition from established brands and the complexities of retail partnerships. The company is focusing on direct-to-consumer sales through their website and Amazon to build their brand. The founders see potential in expanding their product line to address issues related to aging pets and are committed to innovation in the pet care space. They emphasise the importance of adapting to market changes and consumer needs while maintaining a focus on safety and efficacy. BEST MOMENTS "We talked to our supplier about this pheromone and we said, wait a minute, maybe we could put this in the pad." "The pheromones that we are using in our formulation are mammillary." "The interesting thing is, the difference between animals and humans is you don't get the placebo effect in animals." "If a pheromone can be used to alleviate that bad behaviour, a lot of these dogs that are put down don't have to be put down." "It's not how many times you fall down, it's how many times you get back up." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews Peter Reid, the president of Marshall's Petcare, the leading ferret company in America. Peter shares the fascinating history of the family-owned business, which began in 1939 with the breeding of ferrets for hunting. He discusses the evolution of ferret care, including the introduction of early neutering techniques and the development of specialised products tailored to ferrets' unique nutritional needs. The conversation also touches on the changing landscape of the pet industry, the importance of maintaining pet sales in stores, and the challenges posed by regulations in various states, particularly California. KEY TAKEAWAYS Founded in 1939 by Gilman Marshall, the company has evolved from breeding ferrets for hunting to becoming the leading ferret company in the U.S. and globally, adapting to changes in pet ownership and regulations over the decades. The company emphasises the unique dietary needs of ferrets, highlighting that they are obligate carnivores. Marshall's Petcare has developed specialised food that caters to their short digestive systems, ensuring better health and nutrition compared to standard cat food. The ferret community is described as a family, with strong customer relationships. The company actively listens to customer feedback to develop new products and improve existing ones, fostering a sense of belonging among ferret owners. The landscape of the pet industry has shifted from independent retailers to corporate dominance, which has affected the knowledge and expertise available to consumers. The company advocates for maintaining pet sales in stores to ensure proper care and regulation. Marshall's Petcare is focused on expanding its product range, including single-source protein treats and innovative litter solutions. The company is also preparing for potential regulatory changes regarding ferret ownership, particularly in states like California. BEST MOMENTS "Our company's a four generation family-owned business. Gilman Marshall was fascinated with ferrets and he started breeding them." "We wanted to give you all the products you need from A to Z to have the best life that it can have." "The way the ferret market is in the US is very different to the UK." "We are big proponents for keeping pets in pet stores. The consumer having a choice to where they want to acquire their pet." "We're really hot on single source protein right now: great single-source protein treats, you know, from little minnows to chicken hearts." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Clayton talks to Al Sherrington, the founder of Bandaby, a company dedicated to revolutionising hamster care. Al shares his journey from working in big tech to recognising the dire need for better hamster welfare products after a visit to a pet store revealed the poor quality of cages and accessories still being sold. He discusses the importance of creating a home for hamsters that prioritises their welfare, emphasising the need for larger enclosures, proper bedding, and engaging environments KEY TAKEAWAYS There is a significant lack of awareness regarding hamster welfare in the pet industry, with many traditional products being harmful or inadequate for their needs The design and aesthetics of hamster enclosures play a crucial role in attracting first-time buyers. By creating visually appealing and functional homes, it is possible to encourage better welfare practices  Extensive research and engagement with welfare organisations and rescue centres are essential for understanding the needs of hamsters The current pet retail market often prioritises instant gratification, leading to poor purchasing decisions. There is a need for a shift towards more thoughtful buying practices BEST MOMENTS "Everyone else is selling cages, we want to sell a home."  "Animals should not be bought like a Happy Meal from McDonald's."  "I think you can have an amazing home from a welfare point of view and still encourage all the enjoyment of having a hamster."  "If you show people what's possible, how many other people will consider them as an alternative pet?" 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton engages in a heartfelt conversation with Rachel Sheppard, the director of ventures at Mars Petcare, and Shea Cox, a veterinarian and co-founder of Honor Pet, a startup focused on end-of-life care for pets. They delve into the often-overlooked topic of pet end-of-life care, discussing the complexities and emotional challenges faced by pet parents during this difficult time. Shay shares insights on how Honor Pet aims to transform the experience by providing comprehensive services, including pre-planning, quality-of-life consultations, and memorial experiences, all designed to centre the pet parent in the process. Rachel highlights the importance of the Leap Venture Studio Program in supporting innovative pet care solutions and fostering a network of founders dedicated to improving the lives of pets and their owners. KEY TAKEAWAYS There is a significant gap in awareness among pet parents regarding end-of-life care options, such as hospice and in-home euthanasia. Many pet owners are unaware of the resources available to them during this difficult time. Honor Pet aims to provide a comprehensive suite of services that includes pre-planning, quality-of-life consultations, euthanasia, cremation, and grief support. This approach focuses on creating a supportive environment for pet parents and their families. Initiating discussions about end-of-life care early in a pet's life can help pet parents make informed decisions and reduce feelings of guilt and regret when the time comes to say goodbye. Veterinarians often face time constraints and limited training in end-of-life care, which can hinder their ability to provide adequate support to pet parents during these critical moments. This highlights the need for specialised services like those offered by Honor Pet. The LEAP program at Mars Petcare provides valuable resources and networking opportunities for start-ups in the pet care industry. It focuses on investing in companies that address significant challenges in pet care, allowing for a broader impact beyond traditional profit-driven models. BEST MOMENTS "Somewhere along the lines, veterinarians became the gatekeepers of death, and we're here to change that model." "74% of senior pets don't see a veterinarian in the past 18 months of life." "Pets should not be placed in trash bags following their death." "You can now screen for a lot of the major cancers that dogs end up getting diagnosed with." "Don't let rejection stop you; ask how you can improve." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Jo Boughton-White, the managing director of Dorwest Herbs, a long-established brand in the pet supplement industry. Jo shares the fascinating history of Dorwest, which began in 1948 with her grandfather's quest for herbal alternatives for his ill wife. They delve into the evolution of the supplement market, the importance of quality and compliance in product manufacturing, and the shift from reactive to proactive health solutions for pets. KEY TAKEAWAYS Dorwest Herbs has a rich history dating back to 1948, founded on a commitment to high-quality herbal products for pets. The company has maintained its focus on quality and compliance, evolving from a niche market to being recognised in independent pet stores. The brand's expansion into independent pet shops has been organic, driven by demand rather than aggressive marketing tactics. This approach has allowed them to build strong relationships with retailers who are knowledgeable about their products. There has been a noticeable shift in the supplement market from reactive solutions (addressing specific health issues) to proactive health maintenance. Consumers are increasingly interested in daily supplements to keep their pets healthy, reflecting a broader trend in pet care. Dorwest Herbs emphasises stringent quality control measures, including a comprehensive quality management system, traceability of ingredients, and regular inspections. This commitment ensures that their products meet high safety and efficacy standards. BEST MOMENTS "He decided to start looking at herbals for her mainly, and then his interest just expanded." "We want to be the professional choice, if you like, the quality choice." "Buying online is literally when you know what you want and you're just going to buy it." "I think the reality is with Amazon, as much as I instinctively hate it, it's like a necessary evil." "It's not about short term profits, because I'm not looking to sell." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Scott Kirby, co-founder of Compare Funding, to explore the evolving landscape of funding in the pet industry. Scott shares his journey from being a chartered accountant to focusing on providing transparent access to funding for businesses of all sizes. The discussion delves into the challenges faced by start-ups in securing investment, particularly in the wake of the COVID boom, and the shift in investor expectations towards profitability and validated business models. They also touch on the importance of understanding costs, the risks of relying solely on equity financing, and the potential of debt financing as a viable alternative. KEY TAKEAWAYS Businesses often overlook traditional funding routes like debt financing, which can be more suitable for working capital needs compared to equity investment. It's crucial to assess the specific funding requirements and explore all available options. Before seeking investment, it's important to validate business ideas through market research and feedback. Engaging with potential customers can provide insights into product viability and pricing, reducing risks associated with launching new products. A deep understanding of costs, margins, and pricing strategies is vital for business success. Entrepreneurs should track their expenses closely to ensure they are not overspending on customer acquisition or underpricing their products. Relying on a single sales channel can be risky. Businesses should aim to diversify their distribution strategies, utilising platforms like Amazon, DTC sales, and social media to reach a broader audience and mitigate risks. Investors are increasingly looking for businesses with a clear path to profitability and sustainable growth. Companies must demonstrate traction and a solid business model, rather than relying solely on the potential for high returns without a proven track record. BEST MOMENTS "What we're trying to do is help businesses access cash that's right for their business, but making sure they also understand the true cost of that." "I think you only had to have half an idea a few years ago to get funding, whereas now it is incredibly difficult." "There's a huge amount of investor demand in AI-based businesses, so more capital is getting segregated into other industries." "If you've got a successful, stable business, what happened if I could release the working capital from all the customers that owe me money?" "The more awareness you can have early on of where those potential risks are, the better." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton interviews Hanna Mandelbaum, founder of Evermore Pet Foods, one of the pioneering companies in the fresh frozen dog food market in the United States. Hanna shares her unique journey from being a dog walker in New York City to launching a successful pet food brand in 2009, driven by a personal story of a client whose dog battled cancer. They delve into the challenges of scaling a pet food business, the importance of sourcing high-quality ingredients, and the evolution of the fresh food category in the pet industry. KEY TAKEAWAYS The company was founded in 2009 by Hanna Mandelbaum and her business partner Alison, who initially started cooking dog food for a client whose dog was diagnosed with cancer. This personal story and commitment to dog health laid the foundation for the business. When Evermore started, fresh frozen dog food was not widely accepted. The founders faced significant challenges in educating retailers and customers about the benefits of their product, often resorting to grassroots marketing efforts to gain traction. Initially operating as a B2B company, Evermore transitioned to a D2C model due to unsustainable margins in distribution. This shift allowed them to have better control over their sales and customer relationships, ultimately leading to increased revenue. Evermore emphasises sourcing high-quality, ethically produced ingredients, including grass-fed meats. They are transparent about their suppliers, which helps build trust with customers and differentiates them from competitors who may use lower-quality ingredients. The company is looking to expand its product line to include cat food and treats, as well as plans to build its own facility. This would provide greater control over production and allow for more experimentation with new products, enhancing their offerings in the pet food market. BEST MOMENTS "I like to say I didn't choose the dog food life. The dog food life chose me." "We were very lucky because just at that time, Allison had finished working at a separate camp." "It was like such an uphill battle." "We were the first food in the category to have distribution at that level." VALUABLE RESOURCES https://www.evermorepetfood.com/ 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

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 The recruitment company focuses on the pet and animal health industry, offering specialized services for commercial roles within these businesses. Emphasizing the significance of understanding and assessing cultural fit for candidates in the recruitment process to ensure a good match with the company. Encouraging candidates to be authentic in their applications and interactions, showcasing their passion and skills relevant to the role. Highlighting the importance of open and honest discussions about salary expectations and avoiding ambiguity in salary bandings. Observing trends such as a focus on the human-animal bond, innovation in products like freeze-dried raw food, collagen, and CBD products, and a growing emphasis on cat-related brands and products. 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.https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

In today's episode, Clayton interviews Dr. Conor Brady, a prominent figure in the raw pet food movement and founder of Dr. Brady's Supplements. Dr. Brady shares his unique journey from studying zoology and animal behaviour to becoming a thought leader in canine nutrition. He discusses the challenges he faced while manufacturing raw dog food, including the importance of understanding cash flow and pricing strategies. KEY TAKEAWAYS It's crucial to recognise that not all pet owners are willing to invest in high-quality products. Identifying and targeting a specific niche can lead to more effective marketing and sales strategies. When selling products, especially in the pet industry, it's important to communicate benefits clearly and concisely. Overloading potential customers with information can lead to disengagement. Setting the right price is essential for profitability. Offering high-quality products at too low a price can lead to financial strain and burnout, as it may not cover the costs of production and labour. Many lessons in business come from hard-earned experiences. Understanding the importance of cash flow, margins, and the need for professional help in areas like accounting can significantly impact a business's success. Recognising that most consumers are reactive rather than proactive can help tailor marketing strategies. Providing solutions to immediate problems can be more effective than trying to educate consumers on broader topics. BEST MOMENTS "I'm not a vet. That's going to be my tagline from now on." "You need to go talk to this guy up in the mountains. He just lives in the woods, and he gives advice." "If you want to help millions of dogs, you need to be profitable." "You can talk people out of a sale." "Most buyers are reactive, not proactive." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton engages in a lively conversation with Mike and Olga Rasmussen, founders of Melagris, a natural dog treat company based in Poznań, Poland. The trio delves into the origins of Melagris, tracing its roots back to the mink food market and the pivotal shift towards dog treats following the passing of Olga's father. They discuss the evolution of the pet treat industry, sharing anecdotes about their early days, the challenges of sourcing quality ingredients, and the cultural differences in pet food preferences across Europe. The episode also touches on the impact of Brexit on trade, the complexities of supply chains, and the growing acceptance of unconventional pet treats like horse and camel products. KEY TAKEAWAYS The company initially started with mink food but shifted focus to natural dog treats after the mink market declined. This transition was influenced by personal circumstances and a growing interest in the dog treat sector. Since its inception, the business has evolved significantly, particularly after participating in trade shows like Interzoo. The founders have learned to adapt their product offerings based on market demands and customer preferences. Different European countries exhibit varying preferences for pet products. For instance, Scandinavian markets prefer cleaner products without hair, while the Dutch market is more experimental and open to trying new items. The trio discuss the complexities of building a reliable supply chain for natural treats, especially post-Brexit. Increased costs and regulatory requirements have made exporting to the UK more challenging, but established relationships with customers have helped maintain business. Mike and Olga highlight the difference between natural treats and more commoditised products. Natural treats are seen as healthier options for dogs, but they come with challenges in consistency and quality due to the variability of natural ingredients. BEST MOMENTS "After my dad passed away, I had to choose if it's like a mink market I want to get into and develop or is it more treats." "The beauty of getting involved with things like Natural Treats is, like, if you just wanted to get involved tomorrow, you can't just pick up a phone." "I think the energy costs, you know, because anything you do is always energy involved." "Dogs just love actual pieces of meat at the end of the day." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Clayton interviews Rob Downey, the president of Annamaet Pet Foods, as he shares his own fascinating journey into the dog food industry. Rob recounts his early experiences with dogs, including his passion for sled dog racing and a life-changing encounter with a moose that nearly cost him his life. He discusses the evolution of pet nutrition, highlighting the importance of proper dietary balance and the shift towards premium pet foods over the years. KEY TAKEAWAYS The journey into the pet food industry began with a deep-rooted passion for dogs and a pivotal experience involving a sled dog that led to a focus on canine nutrition. This passion has driven the development of high-quality pet food. Over the years, there has been a significant shift in understanding pet nutrition, moving from outdated beliefs about protein restriction in aging dogs to recognising the need for higher protein levels as dogs age. This evolution reflects a broader trend in the humanisation of pets. Building a successful pet food company requires not only knowledge of nutrition but also the ability to create palatable products. Initial challenges included ensuring that the food was appealing to even the pickiest of dogs, which was crucial for market acceptance. The company emphasises a science-based approach to nutrition, with a team that includes a board-certified veterinary nutritionist. This commitment to research and transparency helps maintain credibility and relevance in the competitive pet food market. As dogs live longer due to improved nutrition, there is a growing need to address geriatric health issues. The company is developing specialised formulas and supplements to support the health of aging dogs, reflecting a proactive approach to pet wellness. BEST MOMENTS "Honestly, it's all I've ever wanted to do is work with dogs." "I changed the diet. And not only did Heidi get better, but the whole dog team performed better." "It doesn't matter how good the nutrition is, if the palatability isn't there, it's not going to matter." "I always tell people that a normal healthy dog won't starve himself because he doesn't like the taste of the food." "The humanisation of pets... 92% of pet owners now consider them pets to be an essential part of the family." 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 This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/