Pet Business Disruptors

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/

In this episode, Clayton interviews Skyler Crook, head of international sales for Bosco and Roxy, a family-run pet bakery. Skyler shares how the business grew from a small kennel baking dog cookies in their kitchen to an 85,000 square foot gourmet dog treat facility. They discuss overcoming financial hurdles, navigating retail partnerships, and creating a new market for pet celebrations. KEY TAKEAWAYS Bosco and Roxy’s began as a small family project making dog brownies in their home kitchen, eventually growing into a massive, custom-built 85,000 square foot bakery dedicated to gourmet dog cookies. This journey highlights the company’s impressive scale-up from humble beginnings to a major player in the pet treat industry. Entering deals with major retailers like PetSmart and Target brought both opportunity and peril. At one point, Bosco and Roxy’s risked everything on a massive private label order for PetSmart—only to have it cancelled at the last minute. Bosco and Roxy’s helped pioneer the “bakery” category in pet retail, positioning their treats as impulse buys with high visual appeal. Their strategy focused on premium presentation to tap into the humanisation trend in pet ownership. With 70% of their business now in the US, Bosco and Roxy’s faces ongoing uncertainty due to trade tensions and tariffs. This has accelerated their push into new markets like the UK, EU, and Australia, while also prompting considerations for US-based manufacturing to mitigate tariff risks. BEST MOMENTS "It’s a social media-driven product; it’s a tearjerker, a heart-squeezer. You look at it and think, 'I’m a bad parent if I don’t do something for my dog.' I’m a bad pet parent if I don’t celebrate my dog’s birthday. And then, of course, if you have more than one dog, everyone needs a cookie. It’s really a product positioned to make you feel good, and it’s so widely available to any dog owner." "It’s scary to be a Canadian today, especially with a company that does 70% of our business across the border. When all the political turmoil and trade war started, it devastated us." "I know that in the past, since our product literally looks like a human cookie, there’s been concern from food and beverage retailers about making it clear it’s a dog treat. But if the industry is open to working through that, we’re very open to creating solutions together." "We just want to help people celebrate with their dogs and keep making more cookies for all occasions." "I mean, you could eat our dog treats—I never want to say you can’t. You absolutely can, but I am legally bound to say you cannot." 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 Nathan Dunleavy, a passionate mentor in the dog walking industry. Nathan shares his journey from a corporate banking background to becoming a successful dog walker and mentor, highlighting the challenges and opportunities within the pet services market. Nathan emphasizes the value of building relationships with clients and diversifying income streams through additional services like pet sitting and product sales.  KEY TAKEAWAYS Mentorship vs. Coaching: The distinction between mentorship and coaching is emphasized, with mentorship being described as a softer, more supportive approach aimed at helping individuals navigate the complexities of running a dog walking business. Business Background: The speaker's previous experience in corporate banking provided valuable insights into business processes, which are now applied to help dog walkers and pet sitters establish and manage their businesses effectively. Market Gaps: There is a recognized gap in support and resources for dog walkers compared to other pet service professionals, highlighting the need for structured guidance and mentorship in the dog walking industry. Diversifying Income Streams: Expanding services beyond dog walking, such as pet sitting, pet care, and even selling pet products, can create additional income streams and enhance business sustainability. Value of Relationships: Building strong, long-term relationships with clients is crucial in the dog walking business, as it fosters loyalty and opens opportunities for upselling products and services, ultimately leading to a more stable income. BEST MOMENTS "I'm not a coach, I'm a mentor. I hate the word coach. There's a bloody coach for everything nowadays." "There just wasn't like any set guidelines or procedures that you need to do this." "If you pay for a five-pound haircut, you're going to get a haircut that looks like you've paid a fiver." "People do want their dogs to be well looked after, and they're happy to pay that premium now." "You could be the best dog trainer in the world, but you could be a shit business owner." 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 Milka Tesla, the owner of Passion for Food and director of Nordic Pet Food Events in Norway. Milka shares her journey into the pet food industry, highlighting her background in animal science and feed technology. She discusses the evolution of pet food, the importance of ingredient quality, and the challenges of formulating products that meet both nutritional standards and consumer expectations. KEY TAKEAWAYS The journey into the pet food industry often begins with a strong educational foundation in animal science and feed technology, which can lead to roles in product development and nutrition. The pet food industry has evolved significantly over the years, with a shift towards higher quality standards and a greater focus on the nutritional content of products, moving beyond just meeting basic needs. There is a growing interest in natural and minimally processed pet foods, with consumers increasingly concerned about the ingredients and their health benefits, leading to a demand for transparency in labelling. The digestibility and nutritional value of ingredients can vary significantly based on how they are processed. Understanding the effects of processing methods is crucial for formulating effective pet food. The pet food market is influenced by trends, such as the rise and fall of grain-free diets and the exploration of alternative proteins. Companies must adapt to these trends while maintaining product quality and affordability. BEST MOMENTS "I am responsible for the product development and nutrition and formulation." "In the pet food industry, you have companies that are really interested in this business because they see it's growing." "You cannot do this without preservatives. It's simple as that." "The trends come and go, the science stays." "I believe in the science. And I remember seven, eight years ago, I was discussing with the prince pet food." 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/

This week Clayton interviews Victor Carpio, the founder of InventorCat, a company dedicated to improving feline dental health. Victor shares the inspiration behind his innovative product, the dental wand, which was born out of his personal struggles to care for his cat's teeth. He discusses the challenges faced by cat owners in maintaining their pets' dental hygiene and the misconceptions surrounding cat care. The conversation delves into the broader pet industry, highlighting the underserved market for cats compared to dogs, and the evolving consumer behaviours that are beginning to prioritise feline well-being. Victor also reflects on his experience with Dragon's Den, the importance of education in pet care, and his plans for future product development, including a dog-friendly version of his dental solution. KEY TAKEAWAYS Origin of InventorCat: The business was founded out of a personal need to address dental health issues in cats, stemming from the founder's frustrating experience trying to brush his own cat's teeth. Market Gap for Cat Products: There is a significant gap in the pet industry regarding cat products, particularly in dental care. Many cat owners are unaware of the importance of dental hygiene, leading to a high prevalence of dental disease among cats. Innovative Product Development: The dental wand was developed through extensive research and collaboration with feline dental experts, focusing on creating a product that encourages cats to engage in dental care through play rather than traditional brushing methods. Challenges in Customer Acquisition: The business faces challenges in customer acquisition due to the nature of the product, which does not require frequent repurchases. The strategy includes expanding into retail to increase visibility and sales. Growing Interest in Cat Health: There is a growing trend among cat owners to prioritize their pets' health and well-being, particularly in the wake of the pandemic, leading to increased demand for innovative cat products that address various health issues. BEST MOMENTS "I realised how big of an issue this is because in the UK, 85% of cats over the age of three show signs of dental disease." "If you look at the evolution of the dog...cats, there's still a lot of people who let their cat out all day." "I think the industry is further behind than the changes in consumer behaviour." "We are the world's first cat-friendly toothbrush. Truly cat-friendly because the cat is 100% in control of brushing." "It's not that these people who are going into grocery...don't want to give better, they just don't have the knowledge." 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 Clayton Grimes, a Business Development Manager at Naturediet Pet Foods, a well-established player in the independent pet trade. They discuss Grimes' journey into the pet food industry, starting from his role as a warehouse operative to his current position in sales and marketing. The conversation delves into the evolution of Nature Diet, including its transition from frozen to wet food in Tetra Pak packaging, and the challenges faced along the way. Grimes shares insights on the importance of building relationships with independent pet stores, the value of attending trade shows, and the significance of product quality and support in driving sales. KEY TAKEAWAYS Clayton has a diverse background in the pet food industry, starting as a warehouse operative and progressing through various roles, including marketing and sales, before becoming a Business Development Manager at Naturediet Pet Foods. Naturediet Pet Foods transitioned from trays to Tetra Pak packaging about seven years ago, which has positioned them uniquely in the market. This shift aimed to enhance sustainability, as Tetra Pak is primarily made of recyclable materials. Building strong relationships with independent pet stores is crucial. The guest emphasises the need for ongoing support, communication, and understanding the specific needs of each store to effectively sell the product. Attending trade shows and local events is seen as vital for engaging with customers directly, allowing them to sample products and fostering brand loyalty. The guest believes that personal interactions at these events can significantly impact sales. Working with wholesalers can be complex, especially when they have their own brands to promote. The guest highlights the importance of collaboration and understanding the wholesalers' needs to successfully distribute Naturediet’s products. BEST MOMENTS "I think it's been hard to recover from that in certain degrees." "I believe in the product is that good that if people can try it and love it, that's where it goes." "It's nice to be on the road to recovery, so to speak, and to be on the really positive." "I think the Tetra packs are great for the market." "You have to be a people person. You don't sell anything; you don't take no money." 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 Craig and Ross from Dofos, a third-generation pet shop brand with a rich history. They discuss their journey of transforming a struggling traditional pet shop into a thriving retail business amidst the challenges posed by e-commerce and the pandemic. Craig and Ross also share their experiences of redefining their brand identity, moving away from selling live animals, and focusing on natural products and dog grooming services.  KEY TAKEAWAYS Craig and Ross discuss the evolution of their pet shop, highlighting its 70-year history and the transition from selling live animals to focusing on natural products and services like dog grooming. This shift reflects changing consumer preferences and ethical considerations in the pet industry. Emphasising the importance of customer relationships, the guests advocate for creating a welcoming environment in their shops. They believe that engaging with customers on a personal level, such as offering coffee or treats for their pets, fosters loyalty and enhances the shopping experience. They reveal the significance of streamlining operations to improve customer service. By implementing effective inventory management systems and reducing the workload on staff, they aim to ensure that employees can focus on providing quality service rather than being overwhelmed with stock management. Craig and Ross share their experiences during the COVID-19 pandemic, noting how they seized opportunities to expand their business despite the challenges. They highlight the importance of being adaptable and responsive to market conditions, which allowed them to thrive during a difficult period. BEST MOMENTS "We always wanted an EPOS system, so it was our goal, like, get that store, and save up for an EPOS system and then that'll make us rich." "We focused purely on the identity. Proud not to do Nestle. Proud not to do Mars." "If you go back to when I was a kid, 80s and 90s, there wasn't really a viable way for people to buy things like hamsters and birds." "We were on the verge of rebranding, complete rebrand, because we felt that shops don't close because they're good." "People don't actually give a fuck about a lot of it. You can sometimes go over and above for a customer and just confuse 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/