Clayton interviews Rory Hanna, co-founder of PAWD Drinks, a London-based company pioneering the pet health drink market. Rory shares the inspiration behind their functional liquid supplements, stemming from personal experiences with his family dog, Scrumpy, who faced health challenges in his later years. The conversation delves into the unique benefits of liquid supplements over traditional pills, the challenges of educating consumers about this new category, and the importance of community engagement through events and direct interactions. Rory also discusses their current direct-to-consumer model, plans for future expansion into retail, and the significance of building a strong investor network that offers more than just financial support.

KEY TAKEAWAYS

Innovative Product Concept: Poor Drinks offers functional supplements for dogs in liquid form, addressing common challenges faced by pet owners when administering pills or powders. 

Market Timing and Trends: The rise in popularity of liquid supplements, such as bone broth, has created a favourable environment for Poor Drinks. 

Direct-to-Consumer Strategy: Currently, Poor Drinks operates on a direct-to-consumer (DTC) model, focusing on building brand awareness and customer relationships through organic marketing efforts.

Importance of Community Engagement: The company emphasizes the value of community building and direct interaction with customers. 

BEST MOMENTS

"It just seemed crazy that there wasn't an easier way to ultimately get supplementary kind of supplements into the dog." - Rory

"I always think DTC is really hard, especially off your own website." - Clayton

"We've built a community that we like to ultimately ask questions, speak to them and really find out what they struggle with." - Rory

"I think people are reactive rather than proactive... it's hard to get people to be proactive." - Clayton

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. 

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
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