Pet Business Disruptors

The Freelance Vet: Ibra Hernando’s High-Stakes Bet on the Future of Vets

Mon, 13 Apr 2026 00:00:00 -0000

In this episode, Clayton is joined by Ibra Hernando, a veterinary surgeon turned entrepreneur and the CEO of Ronda. vet. Ibra shares the why behind his transition from the operating table to the tech world, highlighting the massive inefficiencies and high costs associated with traditional veterinary recruitment agencies. We dive deep into how Ronda. vet is acting as the Uber for locums, providing a transparent, review-based marketplace that connects practices and freelancers in seconds rather than days.

KEY TAKEAWAYS

Traditional agencies often charge surcharges between 30% and 50%, making temporary staffing prohibitively expensive for practices while offering little transparency to the locums themselves.

By removing the middleman, Ronda. vet has streamlined the recruitment process to the point where a practice can post a shift and have it filled in as little as 42 seconds.

Unlike traditional models, a two-way review system introduces accountability, ensuring that both the practice and the locum are treated fairly and perform to high standards.

The veterinary industry is seeing a massive shift toward "locuming" as a way to combat burnout, allowing vets to control their schedules and take extended breaks.

Ibra and his partner chose to sell their house to self-fund Ronda. vet, choosing to bet on their vision for the industry rather than immediate personal stability.

BEST MOMENTS

"Nowadays, in 2026, we get everything through apps... and suddenly the locum work was left behind."

"Every time there’s a middleman, everything gets a little bit slower... and everything becomes more expensive."

"The probability of success of a marketplace... is 0.01%. Luckily we didn’t know this before starting the business."

"We sold the house... so basically the house has gone into Ronda. Now our house is Ronda."

"I used to give to myself three months of holidays every year when I was a locum. And like this, I was very happy."

HOST BIO

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/

From Medicine to Marketplaces: The Jo Proud Story

Sun, 05 Apr 2026 23:00:00 -0000

Today, Clayton is joined by Jo Proud, the visionary founder of PetAttics. Jo shares her remarkable journey from a career in medicine to becoming an award-winning entrepreneur. She discusses the inspiration behind her first global success, MoodBears, and her experience receiving investment from all five dragons on Dragons' Den. The conversation then shifts to her latest venture, PetAttics, a specialised digital marketplace designed specifically for pet owners to buy, sell, and recycle pet-related items.

KEY TAKEAWAYS

Jo highlights how her Dragons' Den investors provided crucial high-level contacts, such as a direct line to major retail buyers, which transformed her business overnight.

Moving from a physical inventory model (MoodBears) to a tech-based platform (PetAttics) requires a different mindset, focusing on digital marketing and user acquisition rather than warehouse management.

PetAttics was born from a desire to reduce waste, allowing owners to recycle high-quality pet gear that would otherwise end up in landfills.

While giants like eBay and Amazon dominate general sales, Jo believes a dedicated, community-focused platform for pet lovers offers a superior, more browsable user experience.

Jo and Clayton discuss the modern necessity of using tools like ChatGPT and social media reels to maintain a consistent and engaging brand presence without burning out.

BEST MOMENTS

"I wanted to get eyeballs on this business to help children with mental health issues, to help adults, to help anybody that needed a smile."

"Deborah Meaden cc’d me in the same toy buyer from Asda, within 30 seconds I had a response."

"PetAttics is very much like a Vinted, but for pets, dogs, cats, and any animal-related items."

"In the tech world, you’re either the dominant force or you’re dead in the water."

"You shouldn’t be posting the same on one page that you post on a different page, every social site needs something different to get that traction."

HOST BIO

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/

Saving the Planet One Drink at a Time: The Story of Totoniks

Sun, 29 Mar 2026 23:00:00 -0000

Clayton is joined by Geoff Bowers, the founder of Totoniks. Geoff shares his fascinating journey, from his early career as a military and police dog trainer in Manchester to becoming a pioneer in the raw pet food industry in New Zealand. He discusses his deep passion for dog welfare and the scientific research that led him to discover the critical importance of blood and hydration in a dog's diet. Geoff also talks candidly about the challenges of fast business growth, his transition from K9 Natural to founding Totonics, and his commitment to creating the best possible nutrition for pets while prioritizing environmental sustainability.

KEY TAKEAWAYS

Blood is a nutrient-dense ingredient that contains essential vitamins, minerals, and growth factors like IGF-1, which are often missing from standard pet diets.

A dog's sense of smell is significantly improved when they are properly hydrated and have a moist nose, which is best achieved through wet food or nutrient-rich drinks.

Fast-expanding businesses often require significant cash flow and careful management to avoid the risk of bankruptcy, a lesson Geoff learned through his experience with K9 Natural.

Totoniks focuses on eco-friendly practices, including using recyclable glass bottles and a spray-drying method for their products to reduce shipping weight and environmental impact.

Scientific research shows that dogs are highly intelligent, can learn a vast vocabulary, and primarily communicate through body language.

BEST MOMENTS

"Nature provides the best food on the planet. Everything we do as a human destroys that."

"Blood grows every living cell in your body. It is such a nutrient-dense product that it's shameful that we are throwing it away."

"Saving the planet one drink at a time. Your dog is wired to drink blood."

"I knew my dogs were way more intelligent than me. And I say that, and I mean it. It's true. They are superhuman, seriously, in their capabilities."

"One of the taglines I've got is... saving the planet one drink at a time."

HOST BIO

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/

Beyond Synthetics: Why Bioavailability Matters for Your Pet

Mon, 23 Mar 2026 00:00:00 -0000

In this episode, Clayton sits down with William Grand, the visionary CEO and founder of NutraFusion. William shares the fascinating journey of his company, which began in 2008 with a mission to replace low-quality synthetic vitamins in pet food with highly bioavailable nutrients derived directly from fresh fruits and vegetables. William explains their unique dehydration and isolation technology, the economic realities of premium ingredients, and why their ‘family-first’ virtual business model is the secret to their success.

KEY TAKEAWAYS

Unlike synthetic vitamins which are often poorly absorbed, NutraFusion’s plant-based nutrients are designed for maximum bio-absorption, particularly suited for a dog’s short intestinal tract.

NutraFusion uses a specialised technology to isolate and concentrate nutrients (like Vitamin D from sunlight-exposed mushrooms), allowing manufacturers to add massive nutritional value with a very small physical footprint.

Most traditional pet foods use man-made chemicals (synthetics) to meet regulatory standards. William argues that while these are cheap, they lack the actual performance and health benefits of natural isolates.

Since 2008, NutraFusion has operated as a virtual company, outsourcing manufacturing and logistics while employing a lean, highly disciplined remote team across the US

Many pet food companies use NutraFusion but keep it a secret under NDAs to maintain a competitive advantage in health claims and performance.

BEST MOMENTS

"Synthetics are man-made chemicals. They look good and sound good, but they don’t perform. 90% to 95% is going down the drain."

"We define our business as an ingredient company. I'd rather sell a company 5,000 pounds of our product than have 50,000 customers who eventually use 5,000 pounds."

"The pet industry is different. It's all about the health and welfare of the animal. That was very refreshing compared to the human side."

"If you’ve got a child’s soccer game at 3:00 in the afternoon, you don’t even have to ask. Family comes first."

"We are not over-promising and under-delivering. Our product is absorbed in a dog within the first 20 minutes of them eating."

HOST BIO

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/

Understanding Canine Pain with Yaz Porritt

Mon, 16 Mar 2026 00:00:00 -0000

Clayton sits down with Yaz Porritt, the founder of Yorkshire Pooch's Therapies. Yaz shares her unique journey from being a fraud investigator in a bank to becoming a specialist in canine pain management and nutrition. They take a look at the complexities of identifying pain in dogs, who are often masters at hiding discomfort, and the importance of a collaborative, holistic approach to treatment. Yaz discusses her advocacy for industry regulation and the ‘four pillars of pain’ that every pet parent should monitor to ensure their furry companions live a happy, comfortable life.

KEY TAKEAWAYS

Approximately 80% of changes in a dog's behaviour, such as new anxieties or noise sensitivities, can be attributed to underlying physical pain.

Pet owners should regularly monitor four specific areas: Behaviour, Gate (movement), Posture, and Capability to catch early signs of discomfort.

Effective pain management requires an integrative approach involving vets, therapists, and nutritionists to treat the ‘whole dog’ rather than just symptoms.

There is a significant push for legislative reform in the UK (the Veterinary Surgeons Act) to protect professional titles and ensure practitioners meet strict competency standards.

The pet industry is flooded with ‘functional treats’ and supplements that often lack therapeutic doses; always prioritise high-quality foundation nutrition over trendy add-ons.

BEST MOMENTS

"Pain goes so much further than a limp or a yelp. It's the stoic ones, the quiet ones who have quietly accepted that this is just what their life looks like now, that you have to watch."

"Your cheapest, most effective supplement is actually having a lean dog. You can't out-supplement a bad diet and poor body condition."

"The inability to verbally communicate about pain does not negate that there is potentially pain, just because they cannot say it doesn't mean it's not there."

"Holistic has been muddied. People believe holistic is just natural, but actually holistic is taking the whole body into account."

"You should never use pain, coercion, or fear to train a dog. You completely misunderstand the absolute fundamentals of a relationship with another sentient being if you think you have to use pain."

HOST BIO

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/

The Unique Challenges and Opportunities of the Irish Pet Market with Gary Gilmore

Mon, 09 Mar 2026 00:00:00 -0000

Today, Clayton is joined by Gary Gilmore, the founder of Well Fed Pets. Gary shares his inspiring journey in the pet industry, starting from a part-time job as a teenager to establishing a successful wholesale and 3PL business in Northern Ireland. They take a look at the distinct differences between the UK and Irish pet markets, the impact of Brexit on trade, and the growing demand for holistic pet products. Gary also explains how Well Fed Pets serves as a strategic hub for businesses looking to navigate the complexities of shipping between the UK and Europe.

KEY TAKEAWAYS

Well Fed Pets acts as a vital link for UK pet brands seeking to enter the European market and vice versa, leveraging Northern Ireland's unique dual-market access.

While traditionally trailing behind the UK in trends, the Irish pet market is rapidly evolving, with a significant shift towards natural and premium pet care.

Understanding the nuances of customs, certifications (like AVP storage), and regional regulations is crucial for success in the post-Brexit landscape.

Well Fed Pets' focus on holistic products and specialised storage (like category 3 animal by-products) sets them apart in the competitive 3PL space.

Gary's transition from a high-street pet shop to a multifaceted wholesale and logistics provider highlights the importance of agility and identifying market gaps.

BEST MOMENTS

"I tried to escape, but you can't escape the pet trade; it drags you back."

"Northern Ireland has what they call dual market access, so it's in the EU and the UK."

"The pet trade aren't always that quick to respond to what the public want."

"I think Northern Ireland's gone from a place which is a pain to be in logistically to actually having a real level of handiness to it."

"We feed everything from a mouse to an elephant, and actually it is true."

HOST BIO

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/

How COVID-19 Sparked a Pet Business Revolution

Mon, 02 Mar 2026 00:00:00 -0000

In this episode, Clayton sits down with Nadine, the founder of Trinkety Paws, a UK-based manufacturer specialising in high-quality, customisable dog and horse accessories. Nadine shares her fascinating transition from banking and personal training to becoming a powerhouse in the pet industry. They dive deep into the challenges of scaling a handmade business, the logistical puzzle of offering over 3.5 million product variations, and the importance of educating consumers on the value of British-made, durable materials like Biothane.

KEY TAKEAWAYS

Trinkety Paws was born out of a side project during COVID-19 when Nadine’s personal training business was halted, proving that necessity and creativity often drive the best business ventures.

By utilising modular materials, the brand offers staggering customisation (up to 3.5 million variations in their premium range), which serves as a massive USP but requires rigorous staff training.

Nadine emphasises that while they cannot compete with two-pound collars from big-box retailers on price, they win on longevity, sustainability, and specialised materials like genuine US-made Biothane.

To overcome the internet market of crap, Trinkety Paws is launching a Retail Plus program to help brick-and-mortar stores offer custom-made, perfectly fitted harnesses and collars without needing massive stock.

Staying stagnant is a slow death in business. Trinkety Paws is actively branching into the equine market and exploring non-pet industrial applications for their materials to ensure long-term sustainability.

BEST MOMENTS

"I always feel like people don’t want to see that or hear that, but I’m quite proud of what we’ve built."

"In the premium range, we have 3.5 million variations. It’s absolutely mental; I didn’t even know it was that high until we did the exercise."

"My staff would not appreciate it if we dropped wages to that sort of slavery level just to compete with a two-pound collar."

"We are incredibly sustainable. We hold the material itself, but we don't hold ready-made stock that might never sell."

"The minute I have some time off, I come back and I've got loads of new ideas. The office actually doesn't want me to have time off!"

HOST BIO

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/

How Healing Our Pets Heals Ourselves, with Pure Pawsitivity

Mon, 23 Feb 2026 00:00:00 -0000

In this episode, Clayton sits down with Bobby and Eden, the founders of Pure Pawsitivity (formerly Pure Purée), based in Fountain Hills, Arizona. The couple shares their powerful origin story, born from the heartbreak of losing beloved pets prematurely to cancer and disease. They discuss how their business evolved from making fresh vegetable purées for picky dogs to creating comprehensive superfood powders for both dogs and cats. Bobby and Eden also open up about their personal journey of sobriety in 2022, revealing how cleaning up their own lives gave them the clarity to fight for better pet health.

KEY TAKEAWAYS

The business was founded after Eden lost her dog, Georgie, at age 12 to a pancreatic tumour, and Bobby lost German Shepherds that never made it past age 10. This grief drove them to research ingredients and realise the flaws in commercial pet food.

They started as ‘Pure Purée’, making fresh toppers to help frail dogs eat. They eventually rebranded to ‘Pure Pawsitivity’ to escape the limiting ‘Pure Purée Puppy’ name (which alienated cat owners) and to reflect a broader holistic mission.

Bobby and Eden both got sober in 2022. They credit this lifestyle change with finding their true calling to serve pets, noting that as they healed themselves, they found the drive to heal animals.

Unlike many brands that use synthetic vitamin packs, Pure Pawsitivity relies entirely on whole food sources. For example, they source specific Styrian pumpkin seeds from Austria for their mineral content rather than using additives.

Rather than shaming owners for feeding kibble, they encourage an ‘additive’ approach, adding healthy toppers or fresh foods to existing diets to fill nutritional gaps, which they found even stopped behaviours like poop eating.

BEST MOMENTS

"When we heal our pets, we actually heal ourselves. The work flows through us more than it's us doing the work now. It's just become our calling."

"My Georgie... I saved him, but he really saved me.”

"None of the stuff that we make is made in a lab or for marketing purposes. It's actually made from human and pet energy and experience, so we just know that it works because we've seen it work."

"With health, nutrition in general, when it comes to your pets or people. There are multiple, millions really, keywords that can shut a person down right away because at some point, great grandma was telling you to feed kibble."

HOST BIO

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/

Understanding Joint Health in Pets: How Hyaluronic Acid Differs from Traditional Supplements

Mon, 16 Feb 2026 00:00:00 -0000

In today's episode, Clayton interviews Humphrey Grimmett, co-founder of Zoomy, a company dedicated to improving joint health in pets through innovative supplements. Humphrey, a veterinarian, shares the journey of creating Zoomie alongside his wife, highlighting their focus on hyaluronic acid as a key ingredient for joint lubrication and health.

KEY TAKEAWAYS

Humphrey and his wife, both veterinarians, founded Zoomy to address joint health issues in pets, particularly focusing on the benefits of hyaluronic acid as a supplement for dogs, cats, and horses.

Zoomy's product is distinct from traditional joint supplements like glucosamine and chondroitin, as it aims to improve the quality of joint fluid and lubrication rather than just providing structural support.

Research indicates that high molecular weight hyaluronic acid can be absorbed through the gut and effectively reaches the joints, which is a key factor in its efficacy as a supplement.

The business strategy recognizes that pet owners often seek solutions reactively, typically after noticing joint issues in their pets, rather than proactively preventing them.

Zoomy is planning to launch in France as part of its strategy to expand into Europe, leveraging a third-party fulfillment partner to navigate the complexities of international distribution.

BEST MOMENTS

"We were both vets... looking to see if we could make more of a difference to pets outside practice."

"Hyaluronic acid is part of the function of the joint... helps the joint move more cleanly and smoothly."

"The idea behind a supplement containing hyaluronic acid is that you can top those levels up."

"People only start looking for a solution to a problem, which is sometimes disappointing."

"We have a fantastic supplier who has a load of very innovative products."

HOST BIO

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/

Disrupting the Pet Industry with Gary of Direct for Pets

Mon, 09 Feb 2026 00:00:00 -0000

Today, Clayton is joined by Gary from Direct for Pets, also known as Black Cat Medicines. Gary shares the origin story of the business, starting from its roots in a veterinary surgery and evolving into a successful online pet store and pharmacy. They discuss the growth of the business, the challenges and successes of selling on multiple channels like Amazon, Tesco, and eBay, and how they navigate the complexities of the pet medication industry.

KEY TAKEAWAYS

Direct for Pets began within a veterinary practice, addressing customer demand for buying pet medications online with a prescription.

The business thrives by being available on various platforms like Amazon, Tesco, and eBay, catering to different customer shopping preferences.

The pandemic significantly boosted their online sales, as they became a vital lifeline for pet owners who couldn't visit physical stores.

Direct for Pets focuses on working with reputable brands and ensuring all products are tested and genuine to maintain customer trust.

The company is continuously evolving, recently moving into a massive 40,000 square foot logistics facility and expanding its product range to include the equine sector.

BEST MOMENTS

"We've created what we think is a really nice online veterinary pharmacy, but also an online pet store really that supplies all the different types of products that you would need for your pet at home."

"Customers have a right to buy from wherever they feel comfortable buying from."

"We became the lifeline really for supply [during COVID-19]."

"We don't just sell any tat, if I'm honest. Everything is tried, tested, genuine."

"I think 2026 is all looking really interesting for us. Lots of new brands, lots of existing supplier relationships and yeah, just slowly growing the business really."

HOST BIO

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/

Dr. Brendan Clark on Integrative Veterinary Medicine and Navigating the Corporate World

Mon, 02 Feb 2026 00:00:00 -0000

In this episode, Clayton chats with Dr. Brendan Clark, a seasoned veterinary surgeon with over 30 years of experience. Dr. Clark shares his remarkable journey from a large-animal farm vet to the president of the Yorkshire Veterinary Society and a pioneer in integrative veterinary medicine. He recounts the challenges of his early career in a mining town, the stressors of building a multi-generational practice, and his deliberate transition into the corporate sector to protect his team's future.

KEY TAKEAWAYS

Dr. Clark emphasises the importance of looking for the root causes of illness rather than merely suppressing symptoms with medication.

Holistic care doesn't mean rejecting conventional medicine; it involves using every available tool, including nutrition and alternative therapies, to achieve peak health.

Just like humans, pets benefit significantly from a varied diet. Feeding the same food every day can lead to nutritional deficiencies and a stagnant gut microbiome.

Dr. Clark explains that his decision to join a corporate group was driven by a desire to ensure long-term job security and family-like protection for his 30-member team.

There is a vital need for veterinarians to maintain clinical independence and question the ‘science’ presented by large corporations, which is often designed more to sell products than to investigate health.

BEST MOMENTS

"Stop feeding the same thing day in, day out. Biologically, we're better and able to cope with something that's variety."

"Integrative at every level, from the care that pets were getting to the care that we were trying to take for people in the staff room."

"I saw the corporate route as a protection for that team. Somebody would step in to continue effectively looking after the team."

"Stop just following sales sheets because that's all you're doing. Switch on your clinical brain and start looking at the patient."

"Sometimes you need to root and branch cut out the actual cause of that disease within that business, or within that patient."

HOST BIO

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/

The Future of Pet Food with Microbial Protein & FeedKind

Mon, 26 Jan 2026 00:00:00 -0000

In this episode, Clayton chats with Hermann Sloot, Commercial Director of Calysta, the company behind the innovative protein ingredient FeedKind. Together, they dive deep into the fascinating world of microbial protein, a sustainable, non-animal protein source created through natural fermentation. Hermann explains how this technology works, scaling from lab to factory, and why it's a crucial answer to the global protein shortage facing the pet food industry.

KEY TAKEAWAYS

FeedKind is produced by fermenting natural bacteria found in soils (specifically Methylococcus capsulatus Bath) using gas, ammonia, and vitamins, similar to how yeast is used to make bread or beer, resulting in a highly scalable, nutrient-rich protein.

While many alternative proteins are still in the lab phase, Calysta has already built the world’s first commercial-scale factory capable of producing 15,000 metric tons of protein annually, moving beyond theory into real-world application.

Beyond being a sustainable protein source, studies show microbial protein offers specific health benefits for pets, including improved gut health, postbiotic effects, and high digestibility that rivals traditional animal proteins.

Hermann discusses the consumer disconnect regarding meat quality, noting that while pet owners often prize ‘fresh meat’, mechanically separated meats and by-products are standard.

The biggest hurdle for novel ingredients isn't the science but the story. Success lies in shifting the narrative from ‘sustainable alternative’ to focusing on tangible pet health benefits like gut immunity and digestibility to win over skeptical consumers.

BEST MOMENTS

"The challenge for the pet food industry is that we have grown agri-food supply chains to such an extent that you might even ask, how are we going to continue that? Can we extrapolate all that growth in the coming decades?”

"We are kind of a disruptor as well in animal nutrition. We bring a complete new technology, fermentation technology, into the game by which we can produce also proteins for animal feed."

"The benefit is not that it contains insects, the benefit is not that it contains a microbial protein, the benefit should be something that is an issue with the dog."

"I think the pet food industry are kind of magicians as well. They work with by-products and look at what the pet food producers are doing to create a pet food product. It's like producing baby food."

"Sustainability never sells anything, nobody buys on sustainability, you can't appeal to everyone. The hurdle should be around realistic today's use cases rather than trying to make a narrative of striking fear into people's hearts."

HOST BIO

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/

How One Entrepreneur Created a New Category in Pet Health

Mon, 19 Jan 2026 00:00:00 -0000

In this episode, Clayton sits down with Louise Toal, co-founder of Furr Boost, to discuss her journey from a career in the food science industry to launching a category-defining dog hydration drink. Louise shares the story of her Beagle, Phoebe, whose health struggles inspired the creation of Furr Boost, and the extensive R&D process required to bring a first-to-market product to life.

KEY TAKEAWAYS

Furr Boost wasn't created just to sell a product; it was born out of a desperate need to help a sick dog (Phoebe) stay hydrated when traditional options failed.

Louise didn’t rush to market. She spent five years on R&D, working with vets and testing with 40 dog owners to ensure the product was safe, effective, and palatable before officially launching.

Although Louise turned down the investment offer from Dragons’ Den due to valuation differences, the exposure was invaluable, crashing her website with orders and establishing credibility.

Being ‘first to market’ is difficult because customers don't know they need your product yet. Success required relentless education: at trade shows, online, and through vets, to explain why dog hydration matters.

Starting with direct-to-consumer (DTC) sales allowed Furr Boost to build a brand and gather data, which later proved essential for convincing major retailers like supermarkets to stock the product.

BEST MOMENTS

"I did the first one in the kitchen: chicken, butternut squash, and cranberry. She lapped it up, and we started using that to push fluids."

"It was the most sleepless night I've ever had in the business. I'd spent about 80 grand on this bit of kit from a photograph, and just thought, 'I really hope this isn't a bag of spanners.'"

“You don't really think about it, it’s just another piece of work done. On to the next."

"People read pictures. Our packaging had to scream 'I am a drink' because our biggest question was always 'Is it a powder? Is it a food?'"

"The reality with business is you have to continuously pivot, the worst thing you can do is be really hung up with your own ego."

HOST BIO

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/

Creating Safe Spaces for Anxious Dogs and Their Owners

Mon, 12 Jan 2026 00:00:00 -0000

In this episode, Clayton welcomes Sarah and Matt from 'My Anxious Dog' to the podcast, to discuss their journey in raising awareness about anxious dogs and the importance of giving them space. They discuss the personal experiences that led them to create a range of products designed to help owners communicate their dog's needs, including the significance of the colour yellow as a warning signal. Sarah shares the challenges they faced in the early days, the evolution of public attitudes towards dog anxiety, and the development of their business.

KEY TAKEAWAYS

The journey into recognising and addressing dog anxiety began with personal experiences, highlighting the importance of understanding a dog's body language and emotional needs. Awareness of signs such as "whale eyes" and a tight muzzle can help owners identify anxiety in their pets.

The initiative to use yellow as a warning colour for anxious dogs originated from the horse world, where a yellow ribbon indicates a need for space. This campaign aims to raise awareness and promote understanding among dog owners and the public about the needs of anxious dogs.

The importance of community support is emphasised through local awareness efforts, such as creating posters and stickers, and organising events like "Dogs in Yellow" day. Engaging the community helps spread the message and fosters a supportive environment for dog owners with anxious pets.

The need for quality products tailored for anxious dogs led to the creation of a range of items, including harnesses, leads, and calming aids. The focus is on providing practical solutions that help both dogs and their owners navigate social situations more comfortably.

The experience of owning an anxious dog has transformed into a passion for advocacy, leading to personal growth and a commitment to educating others. The journey has not only improved the quality of life for the dog but has also fostered a deeper understanding of dog behaviour and owner responsibility.

BEST MOMENTS

"It was important for me to raise awareness where I walked."

"Yellow is the official warning colour for caution."

"I think 75% of dogs suffer with some form of anxiety or behaviour issues."

"People just think that you've got a dangerous, aggressive dog."

"We've learned so much because we've embraced it."

HOST BIO

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/

Exploring Waita Pets' Unique Product Line with Wendy

Mon, 05 Jan 2026 00:00:00 -0000

Today, Clayton interviews Wendy, the founder of Waita Pets, a burgeoning pet food company specializing in freeze-dried treats. Wendy shares her journey into the pet industry, sparked by her desire to find quality food for her own pets. She discusses the unique products offered by Waita Pets, including quail egg balls and duck blood cubes, which are inspired by Asian pet food trends. As the episode unfolds, Wendy reveals her plans for expanding the product range and entering more retail spaces, highlighting the challenges and triumphs of running a pet business in London.

KEY TAKEAWAYS

Wendy started Waita Pets out of a personal need for high-quality freeze-dried treats for her pets, leading her to identify a gap in the UK market for such products.

The company rapidly expanded by participating in local shows and markets, which allowed for direct interaction with customers and retailers, ultimately leading to partnerships with stores like Just For Pets.

TikTok played a significant role in promoting Waita Pets, with Wendy leveraging influencers to create engaging content that showcased the products, helping to build brand awareness and community.

Waita Pets offers a range of unconventional pet treats, including quail eggs and duck blood cubes, which are inspired by Asian markets and cater to the growing demand for natural and high-protein options for pets.

The company aims to expand its product range further, including new proteins and complete food options for pets, while also considering the logistics of scaling operations and potentially moving to a larger warehouse outside of London.

BEST MOMENTS

"We started to get into what is the sourcing of the fishes and the chicken, duck, and then going to factories and see the freeze-drying condition."

"I think when you're just on the internet, people don't have the same appreciation for your brand that they do when they actually meet you physically."

"We do get a lot of raw feeders that are saying, okay, this is what I want. So this is very good."

"We will be expanding the range. People asking, like venisons and lots of new fish products coming in."

"I think your products generally, the price doesn't run as high as a lot of other companies."

HOST BIO

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/

How Baboo Gelato is Revolutionising the Ice Cream Market for Dogs and Humans Alike

Mon, 29 Dec 2025 00:00:00 -0000

In this episode, Clayton welcomes back Sam Hanbury, the founder of Baboo Gelato and Doggy Doggy Yum Yum, to discuss the growth and evolution of his dog ice cream business. Sam shares insights into the unique challenges and successes of selling dog ice cream alongside human ice cream, highlighting the importance of quality ingredients and the shift towards non-traditional retail channels like pubs and garden centres. They also discuss the logistics of exporting products to the Middle East, the significance of community-building through crowdfunding, and the necessity of building strong relationships in the pet industry.

KEY TAKEAWAYS

The importance of building a community around the brand is emphasised, with crowdfunding being used not just for financial support but to create a sense of ownership among customers, staff, and suppliers.

The company is looking to expand its dog ice cream product line and distribution channels, particularly in the pet industry, by focusing on direct engagement with retailers and participating in events to increase visibility.

Exporting ice cream, especially to warmer climates like the Middle East, presents significant logistical challenges, including maintaining a cold chain during transport and navigating regulatory requirements.

There is a clear distinction made between sales and marketing, with a focus on the necessity of direct conversations with customers to drive sales, rather than relying solely on social media and digital marketing strategies.

Building long-term relationships with customers and partners is crucial for sustained business success. The value of repeat business over time is highlighted, demonstrating that nurturing these relationships can lead to significant revenue growth.

BEST MOMENTS

"We set up a dog ice cream called Doggy Doggy Yum Yum because we had people buying ice cream for their dogs."

"People would be insane not to have a dog ice cream because it's just such an easy thing to have on their menu."

"The cold chain is terrifying enough for the UK; add an extra 20 degrees, and it's going to be that much more nerve-wracking."

"Crowdfunding is equity investment; this is real investment in the company."

"It's so much easier in life to deal with nice people."

HOST BIO

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/

How LitPet Combines Traditional Chinese Medicine with Modern Veterinary Science

Mon, 22 Dec 2025 00:00:00 -0000

Today, Claytons sits down with Stephen Hu, the founder of Lit Pet, the first traditional Chinese medicine company for dogs in the UK. Stephen shares his personal journey into the pet wellness industry, sparked by the loss of his beloved cat and his realisation of the need for a more holistic approach to pet health. He discusses the unique blend of traditional Chinese medicine (TCM) and modern veterinary science that Lit Pet offers, emphasizing the importance of prevention and emotional well-being in pet care. They also explore the differences between the pet markets in Hong Kong and the UK, the challenges of educating consumers about TCM, and the innovative strategies Lit Pet employs to stand out in a competitive supplement market.

KEY TAKEAWAYS

The journey to establish Lit Pet was driven by the loss of a beloved pet, which highlighted the need for addressing chronic stress and health issues in animals through a holistic approach that combines traditional Chinese medicine (TCM) with modern veterinary science.

There is a significant gap in understanding TCM in the UK market compared to Hong Kong. The strategy involves educating consumers and veterinary professionals about the benefits and scientific backing of TCM ingredients, emphasizing clinical research and veterinary endorsements.

Lit Pet collaborates with Oxford University for research and clinical trials to ensure that their formulations are effective and safe. This partnership helps in optimizing product formulations based on scientific evidence and traditional practices.

The brand aims to stand out in a crowded supplement market by focusing on proactive health care rather than reactive solutions. They emphasise the importance of prevention and the long-term benefits of their products, which are designed to address specific health concerns.

Looking ahead to 2026, Lit Pet plans to expand its product range, including new offerings for joint and kidney health, and aims to increase its presence in both the UK and European markets. They also plan to engage in offline events, including a pop-up store in London, to connect directly with consumers.

BEST MOMENTS

"I realised that not only animals could suffer from chronic stress like humans do."

"Our mission is trying to address the root causes of stress-related health issues."

"We are defining what it means to create evidence-based natural care for pets."

"The UK customers expect scientific backing for functional claims."

"We are going to launch two products focusing on joint issues and kidney problems next year."

HOST BIO

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/

How a Life-Altering Accident Led to a Passion for Dog Training with Nikki French

Mon, 15 Dec 2025 00:00:00 -0000

Today, Clayton interviews Nikki French, a renowned dog trainer and author of the provocative book "Stop Walking Your Dog." Nikki shares her inspiring journey from a 30-year corporate career in property sales and marketing to becoming a passionate dog trainer. After a life-changing bike accident, she discovered her true calling in the pet industry, focusing on helping dogs that struggle with traditional walking routines.

KEY TAKEAWAYS

After a 30-year corporate career in property sales and marketing, a life-changing bike accident led to a career shift into dog training, highlighting the importance of following one's passion and adapting to life changes.

The transition included a focus on building an online presence through a membership program and a podcast, demonstrating the value of leveraging digital platforms to reach a wider audience.

The book "Stop Walking Your Dog" was designed to challenge conventional dog training practices and spark conversations about dog behavior, emphasising the need for tailored approaches to meet individual dogs' needs.

Physical walks alone do not fulfill a dog's needs; mental stimulation through games and activities is crucial for a dog's well-being, encouraging owners to rethink traditional walking routines.

The process of writing and publishing the book involved significant investment in professional support, illustrating the importance of quality in publishing and marketing to establish credibility and authority in the field.

BEST MOMENTS

"I wanted to be able to reach more people and do more stuff."

"It was an absolute gift because could I have carried on doing it for another 10-15 years? Probably."

"If your dog is dog reactive, don't stick them in front of a dog where they're losing it."

"I think the problem is, is that when you walk into these planned routes, you get trapped and caged."

"I think it's quite interesting that you experienced this through an unfortunate accident."

HOST BIO

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/

How Passion Drives Success in Independent Pet Shops

Mon, 08 Dec 2025 00:00:00 -0000

Today, Clayton engages in a dynamic conversation with Gerard O'Mahony from Petfellas, exploring their extensive backgrounds in the pet industry. Gerard shares insights from his seven and a half years in the sector, including his experience as the managing director at Pedigree. They discuss the complexities of wholesale operations, the challenges faced by independent pet shops, and the importance of authenticity and passion in the pet retail space.

KEY TAKEAWAYS

Wholesalers play a crucial role in the pet industry by acting as intermediaries between brands and independent pet shops. They help brands reach a wider audience but require brands to provide adequate margins and support to effectively sell their products.

The pet industry thrives on passion, with both retailers and consumers deeply invested in the well-being of pets. Authenticity in product offerings and customer engagement is essential for building trust and loyalty among pet owners.

Independent pet shops face unique challenges, including managing a diverse range of products and maintaining customer relationships. They often need to balance the demands of suppliers with the needs of their customers, which can create pressure in their operations.

Brands looking to enter the wholesale market must clearly define their value proposition and understand the competitive landscape. It's important for brands to offer products that fill a niche or provide a unique selling point to stand out in a crowded market.

Creating a positive customer experience through engagement and personalised service is vital for independent pet shops. Retailers should focus on building relationships with customers, as this can lead to repeat business and brand loyalty.

BEST MOMENTS

"I think the deciding price scale is an interesting one, because it will make them look to multi-channel."

"The reality is you've got overheads to cover and there's fixed costs of putting a truck on somebody's door."

"If you want wholesale to sell, you need to pay for it."

"You have to find lighthouse brands, to help them find it as quick as possible."

"You don't end up in front of a pet shop, and you're held accountable for it."

HOST BIO

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/

Understanding the Raw Dog Food Market: Key Findings from Bubblegum Search's Latest Organic Search Report

Mon, 01 Dec 2025 00:00:00 -0000

In this episode, Clayton interviews Matt Cayless, founder of Bubblegum Search, who specialises in helping challenger DTC brands, particularly in the pet wellness sector, scale their businesses through an integrated approach to SEO and digital PR. Matt discusses the importance of niching down in a competitive market, the evolving landscape of SEO in the age of AI, and the need to align marketing strategies to drive organic growth.

KEY TAKEAWAYS

Integrated SEO and PR Strategy: Successful brands are leveraging an integrated approach that combines SEO, content marketing, and digital PR to build brand authority and drive organic growth.
Importance of Brand Authority: The report highlights that brand authority is crucial for ranking well in both Google and AI search. Brands need to focus on getting featured in high-authority publications to pass valuable links back to their sites.
Challenges of Paid Advertising: Many brands are experiencing rising customer acquisition costs through paid ads, prompting a shift towards organic growth strategies.
Opportunities for Smaller Brands: Despite the dominance of larger, VC-backed companies in the pet food industry, smaller brands can still find success by identifying niche opportunities and focusing on specific keywords where they can compete effectively.
Evolving SEO Landscape: The SEO landscape is changing with the rise of AI and new search features. Brands must adapt by creating high-quality, human-edited content and avoiding over-reliance on AI-generated material to maintain their rankings and visibility.

BEST MOMENTS

"We help challenger DTC brands scale to six and eight figures using our integrated SEO and PR system."

"The panic towards AI is a lot bigger than people realize."

"Digital PR is a great way of not only driving demand but also capturing it."

"If you have got a PR agency, yes, they might be getting some features, but if the goal is to move up in organic search, it has to be aligned."

"You can rank number three or four, and in some instances, you will rank first and second."

HOST BIO

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/

Navigating Ethics in the Pet Industry: A Deep Dive with Carolina de Almeida

Mon, 24 Nov 2025 09:26:00 -0000

In this episode, Clayton invites Carolina de Almeida to delve into the ethical considerations within the pet industry, particularly focusing on dog training, nutrition, and daycare services. Carolina, a dog trainer and nutrition consultant, shares her journey and the importance of ethical practices in her work. They discuss the need for better education and transparency among pet professionals, including veterinarians, to ensure the welfare of animals and the informed decision-making of pet owners.

KEY TAKEAWAYS

Importance of Ethics in the Pet Industry: Ethics play a crucial role in the pet industry, influencing everything from training methods to product sourcing. Consumers are increasingly looking for transparency and ethical practices behind the brands they choose.
Challenges in Dog Daycare Services: Many dog daycares operate without proper training or understanding of canine behavior, leading to potential welfare concerns for the dogs.
Need for Stronger Regulation: There is a significant lack of regulation in the pet industry, particularly for service-based roles like dog training and daycare. Stronger legislation is needed to ensure that professionals meet certain educational and ethical standards.
Veterinary Practices and Medication: The use of medications like gabapentin for anxiety in dogs raises ethical concerns. There is a need for more transparency and education regarding the potential side effects of such medications and the importance of exploring alternative, holistic options.
Consumer Awareness and Education: Consumers often lack the knowledge to assess the qualifications and ethical practices of pet service providers. Increased education and awareness are necessary for pet owners to make informed decisions about the care and products they choose for their pets.

BEST MOMENTS

"I think ethics for me is something that has always been really important and is always underpinned my whole career."

"If we need to hurt an animal to teach them something, then it's not worth teaching."

"The daycare section of the industry can be particularly unethical."

"The point of a business is to make money. It's okay to make money ethically."

"Just because something's industry standard doesn't make it right."

HOST BIO

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/

How Pet Brands Can Leverage Authenticity for Greater ROI

Mon, 17 Nov 2025 00:00:00 -0000

Today, Clayton interviews Mike Abruscato and Allie Johnson from Brands Best Friend, an e-commerce agency specialising in helping pet brands navigate the complexities of online sales. They delve into the evolving landscape of influencer marketing, emphasising the shift from macro to micro creators and the importance of authenticity in content. They explore the impact of social media and AI on consumer behaviour, highlighting the rise of platforms like TikTok Shop as a game-changer in e-commerce.

KEY TAKEAWAYS

The approach to influencer marketing has shifted from simply gifting products to a more strategic focus on micro-influencers, who often have higher engagement rates and create a sense of trust among their audiences.

Brands should diversify their content across various platforms and formats to avoid audience fatigue. Engaging with multiple influencers and creating varied content can enhance brand visibility and consumer trust.

AI is rapidly changing how consumers discover and purchase products. Brands need to optimise their online presence for AI algorithms to ensure their products are recommended in AI-driven searches.

TikTok Shop is revolutionising e-commerce by combining entertainment with shopping, allowing for a seamless purchasing experience. Brands are encouraged to invest in this platform as it offers lower fees compared to traditional e-commerce giants like Amazon.

The fast-paced evolution of digital marketing and consumer behaviour necessitates that brands remain flexible and ready to pivot their strategies. Complacency can lead to missed opportunities and a decline in market relevance.

BEST MOMENTS

"We help pet brands develop, implement, and manage their e-commerce strategies in the United States or North America."

"Micro creators have a really similar effect on their audiences. They feel like your next door neighbor."

"AI is going to dramatically shorten the pathway to purchase that the average consumer takes."

"TikTok Shop is on its way to being the next Amazon, if not bigger than Amazon."

"The longer you hang on to that traditional model of sales, the more you risk falling behind."

HOST BIO

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/

How Pug and Hound Stands Out in a Competitive Market

Mon, 10 Nov 2025 00:00:00 -0000

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

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/

How the Roolo Ball is Changing the Game for Dog Owners

Mon, 03 Nov 2025 00:00:00 -0000

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

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/

Adapting Dog Training Practices for Modern Challenges

Mon, 27 Oct 2025 00:00:00 -0000

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

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/

How Oxygenated Water is Transforming Pet Health with OxyPet's Founders

Sun, 19 Oct 2025 23:00:00 -0000

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

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/

Insights into the Future of Pet Wellness with Zymox

Sun, 12 Oct 2025 23:00:00 -0000

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

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/

How Community and Collaboration Drive Success in Retail

Sun, 05 Oct 2025 23:00:00 -0000

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

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/

Karla's Vision for the Future of No Bull

Sun, 28 Sep 2025 23:00:00 -0000

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

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/

Emily Mugford on Innovation and Growth at the Company of Animals

Sun, 21 Sep 2025 23:00:00 -0000

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

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/

How to Create a Thriving Pet Business with Less Stress

Sun, 14 Sep 2025 23:00:00 -0000

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

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/

Insights from Tranquil Tails on The Growing Importance of Senior Pet Care

Sun, 07 Sep 2025 23:00:00 -0000

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

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/

A Cultural Exploration of Pet Ownership with Peter Reid

Sun, 31 Aug 2025 23:00:00 -0000

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

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/

From Cages to Homes: The Journey to Improve Hamster Welfare

Mon, 25 Aug 2025 08:52:00 -0000

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

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

From Veterinary Practice to Compassionate End-of-Life Services with Rachel Sheppard and Shea Cox

Sun, 17 Aug 2025 23:00:00 -0000

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

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/

The Rise of Proactive Pet Care and Dorwest Herbs' Commitment to High Standards in Supplement Production

Sun, 10 Aug 2025 23:00:00 -0000

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

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/

Strategies for Securing Funding and Managing Costs with Compare Funding

Sun, 03 Aug 2025 23:00:00 -0000

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

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/

How Evermore Pet Foods Became a Leader in Fresh Frozen Dog Food

Sun, 27 Jul 2025 23:00:00 -0000

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

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/

Unveiling the Origins of the Animal People Recruitment Company

Thu, 24 Jul 2025 10:59:00 -0000

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

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Dr. Conor Brady's Journey From Veterinary Aspirations to Raw Pet Food Manufacturing

Sun, 20 Jul 2025 23:00:00 -0000

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

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/

Exploring the Differences in Dog Treat Preferences Across Europe with Melagris

Sun, 13 Jul 2025 23:00:00 -0000

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

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/

The Story Behind Annamaet Pet Foods and Its Commitment to Canine Health with Rob Downey

Sun, 06 Jul 2025 23:00:00 -0000

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

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/

Celebrating Pet Birthdays - How Bosco and Roxy Capitalised on Emotional Connections

Sun, 29 Jun 2025 23:00:00 -0000

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

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/

The Untapped Potential of Dog Walkers: Exploring Additional Income Streams and Services

Mon, 23 Jun 2025 00:00:00 -0000

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

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/

How Trends and Science Shape the Evolution of Pet Nutrition

Mon, 16 Jun 2025 00:00:00 -0000

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

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/

Cat Dad to Innovator: Victor Carpio's Journey with InventorCat

Mon, 09 Jun 2025 08:59:53 -0000

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

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/

From Warehouse to Sales: Clayton Grimes' Journey in the Pet Food Industry

Sun, 01 Jun 2025 23:00:00 -0000

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

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Resilience and Growth: The Impact of COVID-19 on Dofos's Expansion and Infrastructure Development

Sun, 25 May 2025 23:00:00 -0000

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

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

The Canine Menu - Building a Brand in a Saturated Market

Sun, 18 May 2025 23:00:00 -0000

In this episode, Clayton sits down with Nick, co-founder of The Canine Menu, a unique hospitality company focused on providing high-quality food and experiences for dogs. Nick shares insights into the evolution of the pet industry, particularly how the pandemic has transformed dog ownership and the demand for dog-friendly spaces. He discusses the challenges of entering the pet food market without a traditional background in the industry, emphasising the importance of hospitality principles in their business model.

KEY TAKEAWAYS

The canine menu positions itself as a hospitality business for dogs rather than a traditional pet food brand. This distinction emphasises the importance of creating a unique and premium experience for customers, similar to what one would expect in a human hospitality setting.
The co-founders, Nick and Jess, bring complementary skill sets to the business. Nick has a strong background in hospitality and sales, while Jess has experience in entrepreneurship and brand marketing, which together help drive the business forward.
The idea for the canine menu emerged during the pandemic when dog ownership surged. Observing the lack of dog-friendly offerings in hospitality venues, Jess identified a gap in the market for dog snacks in pubs and cafes.
Sourcing natural dog treats presents unique challenges, including the need for long shelf life, cleanliness, and uniformity in product appearance. The founders have had to navigate these complexities to ensure their products meet the standards expected in hospitality settings.
The canine menu operates as a business-to-business (B2B) company, focusing on supplying pubs and cafes rather than selling directly to consumers. This strategy helps maintain the brand's integrity and ensures that the products are perceived as special offerings within the hospitality context.

BEST MOMENTS

"I think fundamentally, yeah, I get a lot of people approach me going, oh, so you've got a pet food business."

"We work really, really hard on making sure we're justifying our existence within that occasion."

"If you could then buy one of our chews in Sainsbury's, you might go, well actually I'm not so compelled to pick up one of your chews."

"If you have a pet, you're still going to have to feed them. However, you might forgo a trip to the pub."

"If I could line up 10 perfect customers, who would they be? And they can't really give a solid answer."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

How Walkie-Talkie Wednesdays Foster Relationships Between Vets and Pet Owners

Sun, 11 May 2025 23:00:00 -0000

In this episode, Clayton interviews Vanessa White, the owner of The Vet Station in Molesey, an independent veterinary practice. Vanessa shares her journey from aspiring vet to running her own clinic, emphasising the importance of community and accessible veterinary care. They delve into the challenges faced by the veterinary industry, including rising costs, the impact of corporate ownership, and the complexities of pet insurance. Vanessa discusses her innovative approach to client engagement, such as her "Walkie-Talkie Wednesday" initiative, which allows pet owners to ask questions without the fear of incurring high fees.

KEY TAKEAWAYS

The veterinary industry has shifted towards corporatisation, leading to increased costs and a focus on profit over patient care. Independent practices, like The Vet Station, aim to maintain a more personal, community-oriented approach.
The Vet Station offers informal community walks where pet owners can ask veterinary questions without the fear of incurring costs, promoting accessibility and reducing the intimidation often associated with vet visits.
A significant portion of pet owners in the UK do not insure their pets, and many insurance policies do not cover the full extent of veterinary costs, leading to financial stress for pet owners when unexpected health issues arise.
The cost of veterinary medications has risen dramatically due to corporate practices and the influence of private equity, which can lead to inflated prices for consumers while independent vets struggle to compete with online pharmacies.
There is a concern regarding the quality of veterinary prescription diets, with many containing low meat content and high levels of fillers.

BEST MOMENTS

"I always thought I worked in farm animals, but not many of those in London."

"It's got incredibly expensive. The last thing I want is for someone to be so scared of that."

"They literally exist to make money."

"Hypoallergenic is bullshit. Hydrolyzed is a different thing."

"You can treat them just if the dog gets them."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

How iPet Network is Redefining Qualifications in the Pet Industry

Sun, 04 May 2025 23:00:00 -0000

In today's episode, Clayton sits down with Fern Gristie and Sarah Mackay, the founders of the iPet Network, to discuss their journey in the pet care industry and the establishment of their awarding organisation. They share their experiences in dog grooming, training, and the challenges they faced in finding qualified professionals due to a lack of accessible qualifications. Fern and Sarah also look into the importance of regulated education in the animal care sector, highlighting the creation of over 55 qualifications that cater to various aspects of pet care, from grooming to veterinary science.

https://www.ipetnetwork.co.uk/

KEY TAKEAWAYS

The iPet Network was established by Fern Gristie and Sarah Mackay to address the challenges in the pet care industry, particularly in dog grooming education and qualifications. They aimed to create a more accessible and regulated training environment for aspiring pet professionals.
The founders recognised the need for a new awarding organisation to provide qualifications that met industry standards. They went through a rigorous two-year process with Ofqual, the UK government agency that regulates qualifications, to ensure their programs were credible and met the needs of the market.
iPet Network offers over 55 regulated qualifications in various areas of animal care, including dog grooming, cat grooming, dog walking, and veterinary science. This diversity allows learners to pursue specialised training that aligns with their career goals.
The organisation emphasises the importance of quality assurance in training. They work with experienced consultants to develop robust qualifications that ensure learners meet industry standards, ultimately benefiting both the professionals and the animals they care for.
iPet Network aims to remove barriers to entry in the animal care sector by providing flexible learning options, including apprenticeships and qualifications that allow individuals to earn while they learn. This approach helps to create more career opportunities in a field that is often seen as unregulated.

BEST MOMENTS

"We want to make sure that the education we’re offering benefits the lives of animals and people."

"There's so many eventualities you would never have considered that, but yes, it's happened."

"The qualifications that we create only sit within that market, because this is the market that we know particularly well."

"It's about safety for the dog and for the groomer."

"You don't need to go around the houses and be told that actually there's barriers. There's not barriers."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Behind the Scenes of PetScribers with Angela Jones

Sun, 27 Apr 2025 23:00:00 -0000

In this episode, Clayton interviews Angela Jones, co-founder of PetScribers, a platform aimed at democratising veterinary medicine pricing. Angela shares her journey from being a veterinarian to launching PetScribers, highlighting the challenges pet owners face in accessing affordable medication for their pets. They consider the complexities of the veterinary industry, including the lack of transparency in medication pricing and the difficulties vets encounter when providing prescriptions.

KEY TAKEAWAYS

PetScribers aims to make veterinary medication more accessible and affordable by providing a price comparison platform for pet owners, allowing them to see various options and costs for prescribed medications.
The platform emphasises the importance of transparency in veterinary costs, enabling pet owners to understand what they are paying for and to compare prices from different pharmacies, including both large corporations and small businesses.
The journey of securing funding for PetScribers has been challenging, with the founders learning to pitch their business to investors and understanding the market potential, which includes a significant opportunity in the UK pet health market.

BEST MOMENTS

"We just felt that there must have been a better way."

"One in 10 medications are now counterfeit that owners buy."

"You wouldn't expect to go into a supermarket and buy a bag of apples for £10 and a bag of potatoes for £1."

"Vets at ground level genuinely want what's best for the animal in front of them."

"It's all about transparency."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

How Huggle Pets Ensures Quality and Customer Satisfaction

Sun, 20 Apr 2025 23:00:00 -0000

In today's episode, Clayton interviews Mike Dixon, the founder of Huggle Pets, a family-run business that has evolved over 15 years from wholesaling dog crates to a comprehensive pet retail operation with a community focus. Mike shares insights into the growth of Huggle Pets, which now boasts a diverse range of products across various pet categories and a commitment to animal therapy for children with mental health needs. He emphasises the value of ethical business practices, the impact of changing consumer behaviors, and the necessity of adapting to market trends to ensure long-term success in the pet retail sector.

KEY TAKEAWAYS

Huggle Pets operates on three main pillars: a community side focused on animal therapy for children with mental health needs, a strong retail presence, and a brand that has been heavily invested in over the years.
Having a retail side allows Huggle Pets to gain direct insights into customer preferences and buying habits, which informs product development and helps maintain a competitive edge in the market.
Maintaining a strong ethical stance in pricing is crucial. Huggle Pets ensures that their retail prices are consistent and fair, avoiding practices that could undermine their relationships with independent retailers.
The pet industry is evolving, with changing consumer behaviors influenced by social media and generational shifts. Staying attuned to these changes is essential for long-term success.

BEST MOMENTS

"We eventually opened a retail side and ended up holding about 9,000 SKUs across all categories."

"It's not a guess. It's not something that we think looks fancy on a whiteboard. It's this works."

"If you're going to build something from scratch, you want to make sure that the message you're giving out is what you're sticking to."

"People buy from people and that's why we've never done multiple stores."

"If I can control that and I can convince people, it's a decent standard."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Call Centers to Canine Companions with Tug e Nuff

Sun, 13 Apr 2025 23:00:00 -0000

Today, Clayton interviews Danny Nellis-Rouse, the managing director of Tug e Nuff, a leading training toy company renowned for its innovative tug toys. Danny shares his journey from a background in customer support to taking the reins of Tug e Nuff, which was founded by his mother in 2009. He discusses its strong connections with dog trainers and the emphasis on education and quality in their products.

KEY TAKEAWAYS

Danny transitioned from a career in customer support to managing Tug e Nuff, a dog training toy company founded by his mother. He recognised the potential in the brand and its mission to help dog owners.
Tug e Nuff has successfully built its brand by focusing on educating dog owners and trainers about the benefits of their products. They have developed resources like ebooks and online courses to address common dog training challenges.
The company has established a robust affiliate program with around 2,000 dog trainers, allowing them to earn commissions by recommending Tug Enough products to their clients. This strategy has helped the brand gain traction in the dog training community.
Quality is a core principle for Tug Enough, with a commitment to customer satisfaction demonstrated through their 45-day guarantee. They actively seek and incorporate customer feedback to improve their products.
Tug e Nuff is exploring opportunities in the U.S. market while currently operating through Amazon for distribution. They are learning from their experiences at trade shows and events to adapt their strategies for different markets and customer needs.

BEST MOMENTS

"I saw potential in the brand and what the brand stood for and how we could help people with their dogs."

"Everything is about the quality. Everything is about the customer feedback."

"We look for dog trainers who use positive reinforcement methods, just that we're on a really, you know, it just fits so well with our ethos."

"It's a great way to build a relationship with them and also, you know, problem solving for issues that you might have."

"The US is such a different market, especially when it comes to the business side of things."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

How Smolzz is Reducing Plastic Waste in Pet Food Storage

Sun, 06 Apr 2025 23:00:00 -0000

In this episode of Pet Business Disruptors, host Clayton interviews Alison Thomas, the founder of Smolzz, a unique pet food storage container company. Alison shares her journey of creating innovative solutions for storing opened wet pet food, highlighting the importance of proper food storage to prevent spoilage and cross-contamination. With a background in events and investment banking, Alison transitioned into the pet industry after realizing the lack of suitable storage options for her cat's food. The conversation delves into the challenges of marketing a new product, the logistics of sourcing materials from China, and the potential partnerships with pet food manufacturers. Alison emphasizes the growing awareness of pet food storage and the need for convenient, eco-friendly solutions, making Smolzz a timely addition to the pet care market.

KEY TAKEAWAYS

Niche Market Opportunity: Smolzz addresses a unique gap in the pet industry by providing specialized storage solutions for wet pet food, which is often overlooked compared to traditional pet products like food and treats.

Sustainable and Practical Design: The products are made from food-grade silicone, making them reusable, recyclable, and easy to clean. This design helps prevent cross-contamination between pet food and human food, promoting better food safety.

Consumer Education is Key: Many pet owners are unaware of the importance of proper food storage for their pets, which can lead to issues like pet obesity. Educating consumers about the benefits of using specialized containers is crucial for market penetration.

Diverse Sales Channels: Smolzz is exploring various sales channels, including direct-to-consumer (DTC) sales, partnerships with pet food manufacturers, and retail placements in country stores. Collaborations with influencers have also helped raise awareness.

BEST MOMENTS

"I started Smolzz because I couldn't find anywhere in the world a way to store my cat's opened wet pet food." - Alison

"It's really important that all wet pet food once opened is stored correctly and in the fridge." - Alison

"It's just getting pet owners to understand how important storage is of food and making it easy and portion control." - Alison

"It's a product that's never existed before, strangely." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Science Behind Tvati's Natural Healing for Injuries

Sun, 30 Mar 2025 23:00:00 -0000

In this episode of Pet Business Disruptors, host Clayton interviews Graham Matheson, co-founder of Tvati, a herbal medicine originating from the Cook Islands. Graham, a medical doctor with a background in orthopedic research, shares his journey from sports injuries to developing a natural remedy that promotes bone and soft tissue healing. He discusses the unique properties of Tvati, its application in both human and veterinary medicine, and the challenges of securing patents for a traditional medicine. The conversation delves into the product's effectiveness for pets, particularly in treating injuries and improving mobility, and highlights the company's commitment to sustainable practices in the Cook Islands. Listeners will gain insights into the intersection of traditional knowledge and modern veterinary care, as well as the future plans for Tvati Pet.

KEY TAKEWAYS

Origin of Tvati: Tvati is a herbal medicine developed from traditional Cook Islands practices, focusing on enhancing injury recovery, particularly in bone and soft tissue healing.

Mechanism of Action: While the exact mechanism of how Tvati works is not fully understood, it appears to influence the body's natural repair processes, promoting healing in injured tissues without causing inflammation.

Applications in Veterinary Medicine: Tvati has shown promising results in treating injuries in high-performance animals like racehorses and greyhounds, with feedback indicating improvements in mobility and recovery from both acute and chronic injuries.

Sustainable Practices: The production of Tvatiemphasizes sustainability, with a non-destructive harvesting method that ensures the long-term health of the plant sources in the Cook Islands.

BEST MOMENTS

"We got new bone growing in that defect in one week." - Graham

"It influences the injured tissue where that injured tissue is." - Graham

"If you're a herd animal, you never pretend to be lame because lame animals get eaten." - Graham

"Skepticism that is dismissal is a lot more difficult." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Maximizing Media Coverage

Mon, 24 Mar 2025 00:00:00 -0000

Clayton interviews Kerry Sutherland, the owner and founder of Kerry Sutherland PR, who shares her extensive experience in the pet industry and public relations. With nearly two decades of expertise, Kerry discusses the evolution of the pet market, the changing landscape of media, and the importance of personalized PR strategies. She emphasizes the need for brands to identify their target audience and craft compelling stories that resonate with both traditional media and influencers. As they explore the upcoming Global Pet Expo, Kerry highlights trends in pet care, such as the humanization of pets and the growing focus on enrichment, while also addressing the challenges brands face in navigating the noisy media environment. This insightful conversation offers valuable advice for businesses looking to enhance their media presence and connect with consumers in a meaningful way.

KEY TAKEAWAYS

Evolution of the Pet Industry: The pet industry has significantly changed over the years, with trends shifting from basic pet care to a focus on humanization, technology integration, and enrichment for pets.

Importance of Personalized PR: Effective public relations requires a personalized approach. Brands should avoid generic pitches and instead tailor their communications to specific journalists and media outlets that align with their target audience and product offerings.

Maximizing Media Coverage: Simply obtaining media coverage is not enough; brands must actively promote and amplify their media successes.

Navigating the Changing Media Landscape: The media landscape has shifted dramatically, with a move from traditional print to online and social media.

BEST MOMENTS

"I started K Sutherland PR 13 years ago with kind of a desire to not exclusively focus in the pet industry." - Kerry

"It's really about unique and interesting storytelling on storylines that are national, consumer friendly, easy to digest." - Kerry

"You need to narrowly identify who is our real customer. It is not everyone." - Kerry

"It's harder than ever today... you need to be consistently delivering media pitches." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Pet Parent Revolution: How Consumer Awareness is Shaping the Future of Pet Nutrition

Mon, 17 Mar 2025 00:00:00 -0000

Clayton interviews Peter Roy, the managing director of the Nutriment Group, who shares his extensive experience in the pet food industry, particularly in raw feeding. Peter discusses his journey from working as a consultant to leading significant companies in the raw pet food market, including the transformation of Angler Meat Products into Nature's Menu. He highlights the evolution of raw feeding from a niche market to a mainstream choice, emphasizing the importance of convenience and education for consumers. The conversation also touches on the growing supplement market, the differences between dog and cat food consumers, and the challenges of transitioning cats to raw diets. Peter underscores the significance of supporting independent pet retailers and the ongoing innovation within the industry, as Nutriment continues to expand its product offerings and market presence.

KEY TAKEAWAYS

Evolution of Raw Feeding: The raw feeding market has significantly evolved since 2010, growing from a niche market to a mainstream option available in major grocery chains.

Consumer Education and Confidence: There has been a notable increase in consumer confidence regarding raw feeding.

Importance of Independent Pet Retailers: Independent pet stores play a crucial role in the pet food market by offering specialized products and fostering customer relationships.

Market Trends in Treats and Supplements: The treat market has exploded, with a significant increase in demand for natural and premium products.

BEST MOMENTS

"Raw feeding is fantastic for the animal, but it's really inconvenient." - Peter

"We changed the name to Nature's Menu, and we were the first to involve the word nature in pet food." - Peter

"The complete and balanced market went from nothing in 2010 to about 50% of the market share by 2021." - Peter

"The treat market is something that blew up; it's massive." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Niche Publishing in the Pet Industry: The Journey of Westies and Besties

Mon, 10 Mar 2025 00:00:00 -0000

Clayton and Marina sit down with Alex and Kim, the founders of "Westies and Besties," a niche publication dedicated to West Highland White Terriers. The conversation delves into the evolution of publishing, highlighting the shift towards breed-specific content in an era where consumers crave detailed and specialized information. Alex and Kim share their personal journey, inspired by their beloved Westie, Buffy, and discuss the challenges and triumphs of launching their magazine during the pandemic. They emphasize the importance of providing well-sourced, expert-backed information to dog owners, addressing common misconceptions and health issues specific to Westies. The episode also touches on the broader pet industry landscape, the significance of community engagement, and their exciting plans for a new publication focused on Labradors and Retrievers, showcasing their commitment to serving passionate pet owners worldwide.

KEY TAKEAWAYS

Niche Publishing is the Future: The rise of breed-specific publications, like "Westies and Besties," reflects a growing demand for specialized content as consumers seek more targeted information rather than generalized media.

Community Engagement: Building a loyal community around a publication is crucial.

Importance of Expert Information: Providing well-sourced, expert opinions on dog care, health, and nutrition is essential to combat misinformation prevalent in online forums.

Global Reach of Publications: The digital age allows niche publications to reach a global audience, expanding their market beyond local communities.

BEST MOMENTS

"We had a little Westie called Buffy... that was our sort of inspiration." - Alex

"There's a lot of misinformation out there... having somewhere that is actually a well-sourced, real information is going to be so much better." - Kim

"People want their information quicker than going down to the corner shop to get your newspaper." - Clayton

"We want to be a go-to source for that information." - Alex

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Insights from Declan O'Keeffe of Dec's Pets

Mon, 03 Mar 2025 00:00:00 -0000

Clayton sits down with Declan O'Keeffe, the founder of Dec's Pets and the Rob the Dog podcast. Declan shares the inspiring journey of his family-run pet business, which began in Wexford, Ireland, in 2018. He discusses the transition from a traditional brick-and-mortar store to a successful online presence, emphasizing the importance of community engagement and exceptional customer service. The conversation delves into the unique characteristics of the Irish pet market compared to the UK, the challenges posed by Brexit, and the evolving landscape of pet ownership and product offerings. Declan also highlights the innovative strategies that have helped Dec's Pets thrive, including their focus on first-to-market products and personalized customer experiences. The episode offers valuable insights into the pet industry and the significance of adapting to changing consumer behaviours.

KEY TAKEAWAYS

Community Focus: Dec's Pets emphasizes building a strong community and providing excellent customer service, which has contributed to its success.

E-commerce Growth: The transition to an online platform during the COVID-19 pandemic has significantly expanded Dec's Pets' reach, allowing it to become a nationally recognized pet brand in Ireland.

Market Adaptation: The Irish pet market is evolving, with a noticeable shift towards premium and raw pet food options.

Challenges of Brexit: Brexit has created challenges for small businesses in Ireland, particularly in terms of sourcing products from the UK. Dec's Pets has adapted by exploring European suppliers and bringing first-to-market products into Ireland, which has helped the business thrive despite the obstacles.

BEST MOMENTS

"We prided ourselves from day one... to sort of build a community and focus on customer service." - Declan

"We have the biggest birthday category for dogs in the whole country." - Declan

"I think the Irish public have an emphasis of really trying to shop local." - Declan

"I think a lot of businesses went out of business during that time." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Impact of New Legislation on Renting with Pets: What You Need to Know

Mon, 24 Feb 2025 00:00:00 -0000

Clayton discusses the challenges faced by pet owners in the UK rental market with a relocation agent who specializes in finding pet-friendly accommodations. They explore the stark contrast between the high percentage of pet ownership in the UK and the limited availability of rentals that accept pets, highlighting the impact of recent legislation aimed at improving renters' rights. The conversation delves into practical advice for pet owners, including the importance of preparation, securing references, and even creating a "pet CV" to appeal to landlords. The episode also touches on the complexities of property covenants, the subjective nature of landlord preferences, and the evolving landscape of rental properties, particularly in light of new regulations.

KEY TAKEAWAYS

Pet-Friendly Rentals are Scarce: Despite 50% of the UK population owning pets, only about 10% of landlords accept them, making it challenging for pet owners to find suitable rental properties.

Preparation is Crucial: Prospective tenants with pets should have all necessary paperwork ready, including employment references, previous landlord references, and even a "pet CV" that highlights the pet's good behaviour and character.

Legislation Changes: The new renters' rights bill aims to favour tenants, but landlords may still find loopholes to refuse pet ownership.

Networking and Proactivity: Building relationships with estate agents and being proactive in the search for pet-friendly properties can significantly improve the chances of securing a rental.

BEST MOMENTS

"50% of the UK population have a pet, and yet it's around 10% of landlords accept pets."

"Preparation is really important... have employment references in place, stating your salary position."

"It just takes one landlord to say yes, and that is key."

"The Tenant Fees Act in 2019 capped to five weeks... that really didn't help people with pets."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Navigating the Wild West of Dog Training: Insights from the Canine Business Academy

Mon, 17 Feb 2025 00:00:00 -0000

Clayton interviews Vicky Davis and Jo Moorcroft, the founders of the Canine Business Academy and co-authors of "Let's Talk Dog Business." The conversation delves into their unique journeys into dog training, highlighting Vicky's background in animal welfare and Jo's transition from corporate marketing to dog training. They discuss the challenges faced by dog trainers in a competitive and often chaotic industry, emphasising the importance of specialisation, proper pricing strategies, and understanding one's value. Vicky and Jo share their mission to empower dog trainers through community support and business education, aiming to elevate the standards of the profession and improve the overall experience for both trainers and clients.

KEY POINTS

Understanding Your Value: Many dog trainers struggle with pricing their services appropriately, often undercharging or overpricing without a clear strategy.
Specialisation is Key: In a crowded market, specializing in a specific area can help trainers stand out and attract clients who resonate with their expertise.
Community and Support: Building a supportive community for dog trainers can help combat the toxic environment often found in the industry.
Focus on Business Skills: Dog trainers need to recognize that they are in the business of people, not just dogs.

BEST MOMENTS

"Dog trainers are not earning anywhere near enough money, not even a living wage in a lot of cases." - Vicky

"We want to help the industry because it's a bit of a shit show." - Jo

"If you're not true to yourself, you will go down the wrong path easily." - Vicky

"We're in the business of people, not just dogs." - Jo

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Dog Shows to Insurance: Mark Walden's Journey in the Pet Industry

Mon, 10 Feb 2025 00:00:00 -0000

Host Clayton sits down with Mark Walden, Head of Partnerships at Agria Insurance, to discuss the evolving landscape of pet insurance and the importance of animal welfare. Mark shares his journey from working in his family's boarding kennels to becoming a passionate advocate for pet health and welfare through his role at Agria. The conversation delves into the challenges faced by the Kennel Club, the significance of ethical breeding practices, and the need for transparency in the insurance industry. Mark also highlights the unique partnerships Agria has formed with various organizations, including assistance dog charities and police constabularies, to promote responsible pet ownership and ensure the well-being of pets.

KEY TAKEAWAYS

Background in Animal Welfare: Mark Walden has a deep-rooted passion for animals, stemming from his family's boarding kennels and extensive involvement in the pet rescue community.

Partnerships with Organizations: Agria Insurance collaborates with various organizations, including the Kennel Club and over 500 rehoming organizations, to provide pet insurance solutions that support animal welfare.

Challenges in the Veterinary Industry: There are concerns about the corporatization of veterinary practices, which can lead to distrust among pet owners.

Importance of Education: Educating pet owners about the benefits of pet insurance and the potential health risks associated with different breeds is crucial.

BEST MOMENTS

"When I judge a dog, in the initial first 30 seconds, you throw the standard out of the way and you assess them purely on its health." - Mark

"It's a very sad state of affairs at the moment because it's the very few bad apples that speak bad against the Kennel Club as a whole." - Mark

"I think there's a lot more people who are interested in independent vets." - Clayton

"We don't claims load on our policy, so we don't want to give people a fright if they've claimed on their policy." - Mark

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Rise of Private Label Pet Foods: How Golden Acres is Disrupting the Market

Thu, 06 Feb 2025 00:00:00 -0000

Clayton sits down with John Hewitt, owner of Northbound Consultancy and Training and former Marketing Director of G.A. Goldenacres, one of Europe's largest white label dog food companies. They delve into the fascinating world of pet food marketing, discussing the unique strategies employed by Goldenacres to empower independent pet shops with their own branded products. John shares insights on the challenges and opportunities within the pet food industry, including the impact of online sales, the importance of quality ingredients, and the evolving consumer perceptions of pet food brands. The conversation also touches on the significance of education for both retailers and consumers, as well as the role of packaging and branding in driving sales.

KEY TAKEAWAYS

Market Trends in Pet Food: There is a significant shift in consumer behaviour towards pet food, with a growing willingness to spend more on high-quality products.

Importance of Independent Pet Shops: Independent pet shops play a crucial role in the pet food market by offering unique products and fostering customer loyalty.

Challenges of Online Sales: Competing in the online space is becoming increasingly difficult for new brands due to the prevalence of low-margin, high-volume business models.

Consumer Education and Transparency: Educating consumers about the quality and sourcing of pet food is vital.

BEST MOMENTS

"The acceptance of those brands has changed, but there's no denying that label has got to look good on that bag when it's in the pet shop." - John

"I think a lot more brands need to get behind the independents because it's so hard now for normal brands to actually break into retail." - Clayton

"Consumers are willing to spend on pet food if they believe that it is nutritionally superior that it will deliver for their pets." - John

"The problem is that people are going online with stuff that isn't innovative or you can easily substitute with half a dozen other products." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Wild West of Pet Nutrition: Unpacking the Myths and Realities of Dog Food

Mon, 03 Feb 2025 00:00:00 -0000

Host Clayton, Sam Muelas, and Caroline Griffiths dive deep into the complexities of the pet food industry, particularly focusing on raw and processed pet foods. They discuss the disparities in nutritional guidelines, the challenges consumers face in understanding pet food labels, and the implications of marketing strategies employed by large corporations. The conversation highlights the importance of education for both pet owners and industry professionals, emphasizing the need for transparency and authenticity in pet nutrition.

KEY TAKEAWAYS

Variety in Pet Food Composition: There is a significant disparity in the composition of pet foods, particularly in raw diets, where different ratios (like 80-10-10 or 85-15) can all be marketed as "complete and balanced" despite varying nutritional content.

Regulatory Focus: Regulatory bodies tend to prioritize hygiene and safety over nutritional quality in pet food, leading to a lack of stringent guidelines regarding the actual nutritional value of the products.

Consumer Confusion: Pet owners often feel overwhelmed by conflicting information from various sources, including veterinarians with differing dietary philosophies (raw, vegan, kibble), making it difficult for them to make informed choices about their pets' nutrition.

Importance of Education: There is a pressing need for better education and clear messaging in the pet food industry to help consumers understand the nutritional needs of their pets and the differences between various types of food.

BEST MOMENTS

"How can there be such a disparity? Same with kibble, by the way." - Caroline

"The complete and balance guidelines are really fairly easy to tick." - Caroline

"It's the Wild West. It's an industry that we love... yet is tarnished with a lot of these brands." - Sam

"Sugar in pet food surely shouldn't be in pet food." - Caroline

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Cost of Convenience: Understanding the Financial Landscape of Selling on Amazon and Chewy

Thu, 30 Jan 2025 00:00:00 -0000

In this episode of Pet Business Disruptors, Clayton engages in a deep conversation with Mike, the Director of Business Development and Operations at Brands Best Friend, an e-commerce agency specializing in the pet industry. They explore the complexities of navigating the ever-evolving e-commerce landscape, particularly on platforms like Amazon, Chewy, and Walmart. Mike shares insights on the challenges pet brands face in establishing a direct-to-consumer presence, the importance of developing a comprehensive e-commerce strategy, and the impact of rising customer acquisition costs. The discussion also highlights the significance of understanding consumer behaviour, the role of trust in online purchasing, and the necessity of adapting to changes brought about by AI and shifting market dynamics. With a focus on integrity and partnership, Mike emphasizes how Brands Best Friend helps brands thrive in a competitive environment while maintaining a commitment to the well-being of pets.

KEY TAKEAWAYS

E-commerce Strategy is Essential: Brands need a comprehensive e-commerce strategy that encompasses various platforms like Amazon, Chewy, and Walmart, rather than focusing solely on one.

Trust and Convenience Drive Sales: Consumers often prefer established platforms like Amazon due to their trustworthiness and convenience, making it challenging for direct-to-consumer (DTC) brands to gain traction.

Cost of Customer Acquisition is Rising: The cost of acquiring customers through digital marketing is increasing, with some brands spending significant amounts per customer.

Adaptability to Market Changes is Key: The e-commerce landscape is constantly evolving, influenced by factors like AI and changing consumer behaviours.

BEST MOMENTS

"There's a big difference between being on Amazon and having an Amazon strategy." - Mike

"You have to understand the pet industry and its history before applying any type of e-commerce knowledge." - Mike

"If you're not where your customers are, you're going to get left behind." - Clayton

"It’s rare for us to enter into retainer model contracts with our brands." - Mike

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Kibble to Raw: Understanding the Evolution of Pet Nutrition with Caroline Griffith

Mon, 27 Jan 2025 00:00:00 -0000

Clayton welcomes Caroline Griffith, a seasoned pet nutritionist and former consultant at Nature's Menu. Caroline shares her extensive journey in the pet nutrition field, beginning with her early experiences in a kennel cattery and her passion for canine nutrition. The conversation delves into the evolution of pet food, particularly the resurgence of raw feeding, and the importance of understanding whole foods versus processed options. Caroline discusses the benefits of fresh, lightly cooked diets, the role of supplements, and the significance of maintaining a healthy microbiome in dogs. The episode also addresses common criticisms of raw feeding, including concerns about bacteria and the practicality of raw diets for pet owners.

Promotional offer: petbd10

KEY TAKEAWAYS

Importance of Canine Nutrition: A strong emphasis is placed on the significance of understanding canine nutrition, particularly the benefits of raw and fresh foods compared to processed options.

Raw Feeding and Health Risks: While raw feeding has its advocates, concerns about bacteria such as salmonella are prevalent.

Supplementation: When feeding raw or processed diets, supplementation may be necessary to ensure dogs receive all essential nutrients.

Choosing Quality Pet Food: When selecting shelf-stable pet food, it's crucial to look for high meat content as the primary ingredient and to be wary of excessive additives, particularly those in less bioavailable forms.

BEST MOMENTS

"I started working in a kennel cattery when I was 16... the dogs and the cats taught me the most because I saw them heal." - Caroline

"If raw doesn't work, people hop straight back to processed food without trying the middle option, which could actually be the way forward for the dog." - Caroline

"There's a lot to say about this side of things... there's actually no science that says that it will be transmissible even if it is in there." - Caroline

"You need bone broth... it starts to actually heal the epithelial lining, which is what starts to degrade if the microbiome changes." - Caroline

"If the additives are high... that means there was less in the food to begin with. That's not necessarily good." - Caroline

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

How Dignity Pet Crematorium Redefines Pet Farewells

Thu, 23 Jan 2025 00:00:00 -0000

Clayton engages in a heartfelt conversation with Kevin Spurgeon, the owner of Dignity Pet Crematorium in Hampshire. They explore the emotional complexities surrounding pet loss and the often-overlooked realities of pet cremation services. Kevin shares the origins of his family-run business, emphasizing the importance of ethical practices and transparency in an industry that can sometimes mislead grieving pet owners. The discussion delves into the stark differences between individual and communal cremation services, the impact of corporate veterinary practices on pricing and choice, and the emotional support provided to pet owners during their time of grief.

KEY TAKEAWAYS

Transparency in Pet Cremation Services: There is a significant lack of transparency in the pet cremation industry, with many pet owners unaware of the differences between individual and communal cremation practices.

Emotional Impact of Pet Loss: The grief associated with losing a pet can be profound, and many pet owners experience feelings of guilt and blame after making the decision to euthanize.

Ethical Considerations in Pet Care: The discussion highlights the ethical implications of how pets are handled after death, including the conditions in which they are stored and cremated.

Corporate Influence on Veterinary Practices: The corporate takeover of veterinary services has led to a lack of choice for pet owners regarding cremation options.

BEST MOMENTS

"When my mum and dad started this, they did so completely askew from what they were doing for many years." - Kevin

"It's about transparency as well. So telling everyone what is going on, giving them the information to make an informed decision." - Kevin

"The veterinary industry has become corporately dominated. This causes a problem for consumers." - Clayton

"If you take that sort of £50 fee for any size of dog's ashes back individually, is that ethical to be charging £400?" - Kevin

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Behind the Scenes of Pet Retail: Sam Muelas Discusses the Challenges Facing Independent Stores

Mon, 20 Jan 2025 00:00:00 -0000

Clayton sits down with Sam Muelas, owner of The Pet Quarter and a prominent figure in pet nutrition on YouTube. The conversation dives into Sam's journey from a failed entrepreneur in finance to a passionate advocate for pet health and nutrition. They discuss the challenges faced by independent pet stores in a market increasingly dominated by private equity and subscription models, emphasizing the importance of product differentiation and ethical practices in the pet food industry. Sam shares insights on the pitfalls of sugar and cereals in pet food, the significance of educating customers, and the need for innovation among pet brands. With a blend of humor and industry expertise, this episode highlights the vital role of independent retailers in promoting quality pet products and fostering a community of pet lovers.

KEY TAKEAWAYS

Independent Pet Shops vs. Subscription Models: There is a growing concern about the impact of subscription models on independent pet shops.

Importance of Product Differentiation: Successful pet food companies need to offer unique products that genuinely stand out in the market.

Consumer Education and Transparency: Educating pet owners about the ingredients in pet food is crucial.

Challenges with Wholesalers: Wholesalers often prioritize their own brands and may not adequately promote or distribute high-quality, independent products.

BEST MOMENTS

"I think the cost per acquisition now is so high, it's crazy." - Sam

"If you say I'm disrupting the pet food industry, you have to actually disrupt the pet food industry." - Sam

"The reality sometimes is that a lot of these businesses have no moat." - Sam

"Don't screw us over. Try not to F people over." - Clayton

"The number one most recommended dog food in the United Kingdom contains sugar." - Sam

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Music to Mutts: David Brown's Journey to Founding By Teddy, the Premium Dog Lifestyle Brand

Mon, 13 Jan 2025 00:00:00 -0000

Clayton sits down with David Brown, the CEO and founder of By Teddy, a premium dog lifestyle brand. David shares his entrepreneurial journey, from starting a clothing business at 15 to launching an alcohol-free cocktail brand and eventually transitioning into the pet industry. He discusses the saturated market of dog accessories and how By Teddy aims to fill a gap by offering products that resonate with modern dog owners seeking elevated, stylish options for their pets. The conversation delves into the challenges and strategies of entering retail, including their recent partnership with Pets Corner and their approach to independent stores across Europe.

KEY TAKEAWAYS

Market Opportunity: The pet accessory market is saturated, but there is a growing demand for premium, lifestyle-oriented products among younger dog owners, particularly those who view their pets as part of their family and lifestyle.

Brand Positioning: By Teddy positions itself as a high-end dog lifestyle brand, focusing on quality, design, and functionality. The brand aims to meet the elevated expectations of modern dog owners who seek products that reflect their personal style and values.

Retail Strategy: The brand prioritizes retail and independent trade over direct-to-consumer (DTC) sales. This approach allows customers to physically experience the products, which is crucial for high-value items, and helps build relationships with retailers who can effectively communicate the brand's value.

Product Development: All products are manufactured overseas, primarily in China, where quality and cost-effectiveness are prioritized. The brand emphasizes attention to detail in design, using high-quality materials and custom hardware to differentiate its offerings.

BEST MOMENTS

"It's a massive commitment to make, because if I'm going to spend, let's say, 50 quid on a collar, I need to see it first." - Clayton

"I think there's this kind of like new wave of people coming into the dog world, new dog owners, who have a very, very different relationship to or perception to dog ownership." - David

"Trying to convey that effectively, D to C, is really difficult. If you can actually see it physically in the store, you can feel the quality of it." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Navigating the Changing Media Landscape: The Importance of Press Coverage in the Pet Industry

Mon, 06 Jan 2025 00:00:00 -0000

Clayton interviews Rachel Spencer, a seasoned pet business coach and journalist with a rich background in media. Rachel shares her journey from journalism to the pet industry, sparked by her unexpected adoption of a lively dog named Daisy. She discusses the evolution of her career, highlighting her passion for helping pet businesses gain visibility through effective publicity strategies. The conversation delves into the changing landscape of media, the importance of storytelling, and the challenges of imposter syndrome faced by many entrepreneurs. Rachel also introduces her online community, "Pets Get Visible," which offers support and resources for pet business owners looking to enhance their marketing efforts.

KEY TAKEAWAYS

Transition to the Pet Industry: The journey into the pet business often starts unexpectedly, as illustrated by the experience of adopting a dog and discovering a passion for pet-related content and services.

Importance of Visibility: Gaining visibility in the pet industry is crucial for business success. Utilizing various platforms, including traditional media and social media, can help businesses reach their target demographics effectively.

Accessibility of Media Coverage: Getting press coverage is more accessible than many believe. With the right approach, businesses can secure media attention without needing to pay exorbitant fees, making it a viable option for small pet businesses.

Community Support: Joining a supportive community, such as a visibility group, can provide valuable resources, coaching, and a sense of belonging, helping individuals overcome self-doubt and gain confidence in promoting their businesses.

BEST MOMENTS

"I help people with visibility and getting themselves out there really and getting the pet businesses noticed." - Rachel

"There's been so much change and I think with online, there's a huge demand for online." - Rachel

"If you're actually looking at like a demographic angle, it is still the right way to go." - Rachel

"I think it's kind of like can be looked at as being quite like unfunky to be in the newspaper compared to TikTok." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Journey of Dog G8: Overcoming Challenges and Embracing Opportunities in the Pet Market

Mon, 30 Dec 2024 00:00:00 -0000

Clayton engages in a lively conversation with Chris and Peter Maxted, the founders of Dog G8, a company specializing in innovative safety gates for pet owners. The discussion delves into the origins of their unique product, which was born out of necessity when Chris's wife ran a pet care business and faced challenges with dogs escaping through open doors. The Maxteds share their journey from concept to market, including their experience at trade shows, the impact of social media on their marketing strategy, and their memorable appearance on Dragon's Den. They also explore the importance of customer service, the challenges of selling a one-and-done product, and their ambitions for international growth, particularly in the U.S. market.

KEY TAKEAWAYS

Product Origin and Purpose: The Dog G8 safety gate was developed out of necessity to prevent dogs from escaping when doors are opened, particularly in homes with multiple dogs.

Market Expansion and Versatility: Initially designed for front doors, the safety gate's modular design allows it to be used in various settings, including caravans, motorhomes, and stairways.

Impact of Social Media and Marketing: The rise of social media platforms, particularly TikTok, has significantly contributed to the product's visibility and recognition.

Direct-to-Consumer Strategy: The business model focuses on selling directly to consumers rather than through traditional retail channels.

BEST MOMENTS

"It sort of came out of necessity that I identified my wife used to run a pet care business from home." - Peter

"We knew that that journey could last between 12 and 24 months to see what was the response to the public going to be." - Chris

"We try hard not to sell through the fear factor. We want it to be a safety product and people to be aware of it." - Chris

"The response to us was phenomenal." - Peter

"We think we have a great product." - Peter

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Financial Planner to Pet Tech Entrepreneur: The Journey Behind iPuppie

Thu, 26 Dec 2024 00:00:00 -0000

Clayton interviews Mark Condon, the founder and owner of iPuppy, a groundbreaking dog training enhancement device. Mark shares the journey of developing iPuppy over the past two years, highlighting its unique features, including a large paw button that sends push notifications and video calls to pet owners when pressed by their dogs. The conversation delves into the training process for dogs, the potential applications of the device in service dog scenarios, and the challenges of bringing a tech product to market. Mark also discusses his background as a financial planner, the marketing strategies for iPuppie, and future product expansions, including the possibility of remote door opening and two-way video calls.

KEY TAKEAWAYS

Product Overview: iPuppie is a dog training enhancement device that allows dogs to press a button connected to Wi-Fi, sending a push notification and initiating a video call to the owner's phone.

Training and Use Cases: Initially designed as a potty training tool, the iPuppie has evolved to serve various purposes, including emergency communication for service dogs and notifying caregivers when a dog needs to go outside.

Marketing Strategy: The marketing approach focuses on reaching dog trainers, service dog handlers, and breeders, rather than the average pet owner.

Sales Channels: Currently, iPuppie is sold through its website, Amazon, and TikTok Shop. The company is exploring additional partnerships and retail opportunities.

BEST MOMENTS

"It's the only thing out there on the market that has the push notification in the video." - Mark

"I think of it and I like, I can definitely see, like, let's say if you're an older person, or you have a disability..." - Clayton

"It's not as difficult to train your dog to press it as you might think." - Mark

"I underestimated just how difficult it was to want to create the product." - Mark

"If you can get people who are very knowledgeable, very enthusiastic about your product to get behind it, the sales you'll create is phenomenal." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Pills to Poured: How PAWD Drinks is Changing the Way We Supplement Our Pets

Mon, 23 Dec 2024 00:00:00 -0000

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

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Sustainable Comfort: How Baker and Bray is Redefining Dog Beds

Thu, 19 Dec 2024 00:00:00 -0000

Clayton interviews Neil Taylor, the founder of Baker and Bray, a premium dog bed company that has garnered accolades for its quality and sustainability. Neil shares his extensive background in the pet industry, detailing his journey from printing for Pets at Home to launching his own brand focused on creating durable, eco-friendly products. The conversation delves into the challenges of competing in a price-driven market, the importance of customer service in a direct-to-consumer model, and the evolving perception of pet ownership. Neil emphasizes the need for high-quality, long-lasting products that cater to the modern pet owner, while also discussing the significance of personal connections in business.

KEY TAKEAWAYS

Background in the Pet Industry: Neil Taylor has over 25 years of experience in the pet industry, starting with printing for Pets at Home and evolving into product development and publishing before founding Baker and Bray.

Focus on Quality and Sustainability: Baker and Bray emphasizes creating high-quality, sustainable dog beds made from recycled materials, specifically using an average of 40 recycled plastic bottles in each bed.

Challenges of Direct-to-Consumer (DTC) Sales: DTC businesses face challenges such as customer acquisition costs and the need for exceptional customer service.

Market Trends: There is a growing consumer preference for durable, sustainable products over disposable items.

BEST MOMENTS

"I kind of feel our generation has been quite wasteful... there has to be a better way of doing it." - Neil

"You can't afford to lose three months of product on water. It's madness." - Neil

"People's pets... they want the best for their dogs as well." - Neil

"I think people are looking for better quality, better value." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Power of Fragrance in Pet Products: Insights from Dot Dot Pet's CEO

Mon, 16 Dec 2024 00:00:00 -0000

Clayton interviews Harry Chapman, the CEO and founder of Dot Dot Pet, a start up that has made significant strides in the eco-friendly pet care market. With a focus on innovative products like biodegradable eco towels, uniquely formulated shampoos, and nutritional supplements for cats and dogs, Harry shares insights into the challenges and successes of launching a new brand in a competitive industry. The conversation delves into the importance of branding, the impact of social media marketing, particularly on platforms like TikTok, and the unique features of Dot Dot Pet's offerings, including a calming fragrance for dogs during bath time.

KEY TAKEAWAYS

Innovative Product Focus: Dot Dot Pet has successfully launched eco-friendly towels, shampoos, and nutritional supplements for pets, with the eco towels gaining significant traction due to their biodegradable and single-use design, inspired by the hairdressing industry's hygiene practices during COVID.

Unique Branding Strategy: The company aims to differentiate itself in the pet market by adopting a modern, beauty-oriented branding approach.

Influencer Marketing Insights: The effectiveness of influencer marketing can vary significantly; micro-influencers with smaller but more engaged followings can sometimes yield better results than larger influencers, as authenticity resonates more with audiences.

Research and Development: Extensive research went into developing their products, particularly the shampoos.

BEST MOMENTS

"The eco-towels have taken off really well and the shampoos are now really building." - Harry

"We wanted to create a striking brand that took its look and feel outside of the pet industry." - Harry

"The scariest thing in the world is my cashflow spreadsheet." - Harry

"There's enough space for everyone in the market." - Clayton

"We want to make pet parenthood a walk in the park." - Harry

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Leveraging Expertise for Pet Business Growth

Thu, 12 Dec 2024 00:00:00 -0000

Clayton interviews Jennifer Murray, a seasoned consultant in the pet industry with over 21 years of experience. Jennifer shares her journey from owning retail pet stores to founding Murray Pet Sales and Consulting, where she specialises in business development, sales, and market research for pet-related businesses. The discussion delves into the intricacies of white labeling, demystifying the process for aspiring entrepreneurs looking to create their own pet treat brands. Jennifer explains the differences between menu-based products and custom recipes, the importance of understanding market trends, and how private label facilities can alleviate the burdens of production and compliance.

KEY TAKEAWAYS

Understanding White Labeling: White labeling allows businesses to create their own brand of products without the need for extensive manufacturing capabilities.

Cost and Minimum Order Quantities: Starting a private label brand can be relatively low-cost, with minimum order quantities typically around 3,000 pouches for menu-based products.

Customization and R&D: While businesses can customize recipes to some extent, significant changes may incur additional research and development costs.

Consulting Benefits: Consulting services can provide valuable insights for pet industry founders, helping them navigate challenges such as market entry, pricing strategies, and product development.

BEST MOMENTS

"White labeling is definitely the most economic way to start your own brand." - Jennifer

"You have to be realistic if you're just starting out and you want to keep your costs low." - Jennifer

"It's very important that you choose a private label manufacturer that has the skill and the expert team behind them." - Jennifer

"Our job as a consultant is actually to be critical and they have to be able to manage that criticism." - Clayton

"You can modify that packaging as needed or to respond to trends or colours." - Jennifer

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Trials and Triumphs of Rapid Growth in the Raw Pet Food Market

Mon, 09 Dec 2024 00:00:00 -0000

Clayton sits down with Ben McIntyre, the CEO and founder of Mersey Raw, one of the UK's fastest-growing raw food companies. They delve into the evolution of the raw pet food industry, discussing Ben's journey from feeding his own dogs a raw diet to establishing a successful business that prioritises quality and innovation. The conversation covers the challenges of scaling a rapidly growing company, the importance of education in the raw feeding community, and the unique products Mersey Raw offers, including unusual proteins like goat and rabbit.

KEY TAKEAWAYS

Growth of the Raw Food Industry: The raw food market for pets has seen significant growth over the past 10 to 15 years, with a strong community of passionate advocates who believe in the benefits of raw diets for dogs.

Personal Journey into Raw Feeding: The founder's journey into raw feeding began with personal experiences of feeding his own dogs a raw diet, leading to a deeper understanding of the nutritional benefits and the desire to create high-quality raw food products.

Challenges of Scaling: Rapid growth in the business has led to challenges in logistics, production capacity, and staffing.

Unique Product Offerings: The company differentiates itself by offering a variety of unique proteins and products, such as rabbit and goat, which are not commonly found in the market.

BEST MOMENTS

"I think the message should be spread with love. I don't think we should be shaming people." - Ben

"The quality of the products speak for themselves. We are on the money in that sense." - Ben

"It's hard to get ahead of it. You know, at some times, I don't think people quite understand what goes into it." - Ben

"If you go to them and say, look, I want your help setting us up, they'll help you." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Waste to Value: The Pragmatic Approach to Insect Farming and Sustainability

Thu, 05 Dec 2024 00:00:00 -0000

In this episode of Pet Business Disruptors, host Clayton interviews Yka Maijonen, CEO of Manor Insect, a Finnish company specializing in black soldier fly (BSF) breeding. Yka shares the journey of Manor Insect, highlighting their mission to make insect farming accessible and affordable for everyone. The discussion delves into the challenges and misconceptions within the BSF industry, particularly regarding market viability, pricing, and the importance of understanding customer needs. Yka emphasizes the need for a pragmatic approach to insect farming, focusing on low-cost solutions and the significance of knowledge and training for aspiring insect farmers.

KEY TAKEAWAYS

Accessibility in Insect Farming: Manor Insect aims to make black soldier fly (BSF) breeding accessible to everyone, focusing on low-cost and simple solutions.

Pragmatic Approach to Business: The company emphasizes a pragmatic view of the BSF industry, recognizing the importance of understanding market dynamics and customer needs rather than getting caught up in sustainability hype.

Challenges of Scaling: There are significant challenges in scaling BSF production, particularly in Europe, where regulations limit the use of waste as feed.

Focus on Knowledge and Training: Manor Insect has shifted its focus from merely selling technology to providing knowledge and mentoring for potential insect farmers.

BEST MOMENTS

"We looked at it very pragmatically as a technology, as a tool, and then a tool to means to an end." - Yka

"The only thing you care is that how to make this production cheaper." - Yka

"There's a lot of bullshit figures floating around in terms of what you can actually make from it." - Clayton

"We need to be true competitors... this is the most uncomfortable area for me." - Yka

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Demystifying Corporate Buying

Mon, 02 Dec 2024 00:00:00 -0000

Clayton interviews Ben Penrose, a seasoned expert in the pet industry with extensive experience in both supply and buying roles. Ben shares insights from his time as the General Manager and Head of Buying at Fetch.co.uk, discussing the complexities of navigating the corporate buying process. He emphasizes the importance of preparation, understanding unique selling points (USPs), and the dynamics of negotiations with corporate buyers.

KEY TAKEAWAYS

Understanding the Buying Process: It's crucial for suppliers to demystify the buying process by understanding the busy nature of corporate buyers.

Preparation is Key: Suppliers should come prepared with a solid understanding of their unique selling propositions (USPs), pricing, and market opportunities.

Effective Communication: When presenting to buyers, it's beneficial to start with the price and profitability upfront, followed by the product's USPs.

Building Relationships: Establishing trust and rapport with buyers is essential.

Utilizing Trade Shows: Trade shows are an effective platform for suppliers to connect with buyers.

BEST MOMENTS

"Buyers are so, so busy... you've got to deal with a supplier and you've got so many stakeholders in your business." - Ben

"I think there's a lot of smaller brands who... once they get into a deal with a corporate, they're not used to clawbacks, marketing budgets." - Clayton

"If you come in cold on a potential customer... it might be just that you came in the inbox and you went out the inbox." - Ben

"If you think... do not offer them your best, best price. Give them a price that makes sense because they're going to take the best, best price." - Clayton

"Start with your price up front... let's have a proper conversation here." - Ben

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Puppy Farms to Responsible Breeding: A Deep Dive into Dog Welfare

Thu, 28 Nov 2024 00:00:00 -0000

In this episode of Pet Business Disruptors, Beverly Cuddy, the esteemed editor of Dogs Today, shares her extensive experience in the dog world, discussing her journey from working at the Kennel Club to advocating for animal welfare. The conversation delves into the complexities of dog breeding, the challenges faced by responsible breeders, and the impact of legislation like the Dangerous Dogs Act. Beverly highlights the importance of understanding dog behaviour and the need for better regulation in the pet industry, particularly concerning dog training and breeding practices. The episode also touches on the emotional and financial challenges pet owners face when dealing with health issues in their dogs, emphasizing the need for quality of life over mere longevity. With a blend of personal anecdotes and industry insights, this episode offers a thoughtful exploration of the evolving landscape of pet ownership and welfare.

KEY TAKEAWAYS

Long-standing Involvement in Dog Welfare: Beverly Cuddy has been deeply involved in the dog world since 1990, advocating for various issues such as stopping puppy sales in pet shops and campaigning against harmful legislation like the Dangerous Dogs Act.

Challenges in Dog Breeding: The current breeding landscape is complicated by regulations that often hinder responsible breeders while allowing less scrupulous breeders to thrive.

Lack of Regulation in Dog Services: The dog training and behaviour industry lacks standardisation and regulation, making it difficult for pet owners to identify qualified professionals.

Impact of Popularity on Dog Breeds: Trends in dog ownership can lead to welfare issues, as seen with breeds that become fashionable.

Quality of Life vs. Quantity of Life: When it comes to veterinary care, the focus should be on the quality of life for pets rather than just extending their lifespan.

BEST MOMENTS

"If there's a crisis in the dog world, I'm usually there with a petition." - Beverly

"We need to lobby government to really change so much legislation." - Beverly

"The public has no idea whether they qualify." - Clayton

"Every time there's a dog in a film, it's an unusual breed... puppy farmers go on to mass production." - Beverly

"Quality of life is... more important than quantity." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Beyond Paw Prints: Crafting Unique Brand Identities in the Pet Industry

Mon, 25 Nov 2024 00:00:00 -0000

In this episode of Pet Business Disruptors, Clayton interviews Kate Hendry, the owner and founder of Finbo Studios, a pet brand marketing company. Kate shares her insights on the importance of branding for pet-related businesses, emphasising that a strong brand goes beyond just a logo; it encompasses strategy, design, and messaging that resonate with the target audience. She discusses the significance of colour psychology, brand consistency, and the need for brands to differentiate themselves in a crowded marketplace. Kate also highlights her passion for the pet industry, drawing from her personal experiences as a pet owner, and explains how her approach helps businesses attract more customers and grow their profits.

KEY TAKEAWAYS

Branding Beyond Logos: Effective branding encompasses much more than just a logo; it includes strategy, messaging, visuals, and the overall perception of the brand.

Importance of Colour Psychology: The choice of colours in branding should align with the target audience's preferences and the brand's message.

Consistency is Key: Successful brands maintain a consistent message across all platforms.

Understanding the Target Audience: Knowing the demographics and psychographics of the target audience is vital for effective branding.

Value of Unique Positioning: Brands should strive to differentiate themselves from competitors by highlighting their unique selling propositions (USPs).

BEST MOMENTS

"A lot of people just sort of see it as the logo, but it does go a lot deeper." - Kate

"You have to be different. And it's all about somehow getting that USP out." - Kate

"Using cliché crap on stuff that it's just lost its meaning." - Kate

"If you have a really, really strong brand, the money that you spend on marketing will be so much more effective." - Kate

"People are terrified to repeat themselves. Yet, if you look at the successful brands, they repeat themselves all the time." - Clayton

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Evolution of Pet Retail: Exploring Concept Corners and E-commerce Trends in Hong Kong

Thu, 21 Nov 2024 00:00:00 -0000

In this episode, Shirley Yap, founder and owner of Arowana, shares her journey into the pet product distribution market in Hong Kong and Singapore. Transitioning from a background in finance and legal work, Shirley discusses her passion for animals and the inspiration behind starting her business during the SARS outbreak in 2003. She highlights her initial challenges, including language barriers and market understanding, and recounts her first partnership with the Italian pet food brand, Almond Nature. The conversation delves into the competitive landscape of the pet industry, the importance of quality and branding, and the unique dynamics of the Hong Kong and Singapore markets, including regulatory differences and consumer behaviour. Shirley also emphasises the significance of long-term partnerships with brands and the evolving trends in pet ownership, showcasing the resilience and adaptability required to thrive in this vibrant and challenging sector.

KEY TAKEAWAYS

Transition from Finance to Pet Industry: The founder transitioned from a finance and legal background to the pet industry out of a desire for a lifestyle change and a passion for animals, particularly rescue dogs and cats.

Market Entry Challenges: Entering the Hong Kong market requires understanding local consumer behaviour and navigating a competitive landscape with minimal barriers to entry.

Importance of Quality and Branding: Quality is paramount when selecting brands for distribution. A strong brand presence and ethical practices are also crucial, as consumers increasingly seek high-quality, sustainable products for their pets.

Differences Between Hong Kong and Singapore: The regulatory environment for pet food imports is much stricter in Singapore compared to Hong Kong, where there are no pre-qualification requirements.

Evolving Retail Landscape: The pet retail landscape in Hong Kong is shifting from traditional pet shops to more modern, lifestyle-oriented stores and e-commerce platforms.

BEST MOMENTS

"I was frustrated as a consumer... trying to find high quality food or nice products." - Shirley

"It's a survival of the fittest, so to speak." - Shirley

"I think quality is paramount importance." - Shirley

"It's not just about money, but it's about the strategy." - Clayton

"I don't do business with those that sell livestock." - Shirley

HOST BIO

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Pets to Places: Understanding the Need for Specialised Pet Transport Services

Mon, 18 Nov 2024 00:00:00 -0000

In this episode of Pet Business Disruptors, Clayton and Marina sit down with Claire Harris, the founder of Pets to Places, the world's first pet taxi franchise. Claire shares her journey and the mission behind her business, which addresses the critical need for pet transportation services, especially for those who do not drive. The conversation delves into the challenges pet owners face when trying to transport their animals to vets, groomers, and other essential locations, highlighting the growing trend of younger generations choosing pets over children. Claire passionately discusses the importance of proper pet restraint in vehicles, the lack of awareness surrounding pet safety during travel, and her plans to develop a range of crash-tested pet transport products.

KEY TAKEAWAYS

Need for Pet Transport Services: There is a significant demand for pet transport services, particularly for individuals who do not drive or have limited access to vehicles.

Changing Demographics of Pet Owners: The demographic of pet owners is shifting, with a growing percentage of younger individuals (ages 16 to 34) choosing pets over traditional family structures.

Safety and Restraint in Pet Transport: Proper restraint and safety measures for pets during transport are crucial. Many pet owners are unaware of the risks associated with unrestrained pets in vehicles.

Lack of Regulation and Education: There is a gap in legislation regarding pet transport safety, and many pet owners lack knowledge about the importance of using crash-tested equipment.

Market Opportunity for Innovative Products: There is a market opportunity for developing multifunctional pet transport products that are both crash-tested and suitable for everyday use, such as harnesses that can be used for walking as well as in vehicles.

BEST MOMENTS

"Pets to Places is the world's first pet taxi franchise. What is a pet taxi? I get that question a lot." - Claire

"There's actually a real, real need for the service just from the perspective that a lot of people don't have their own vehicle." - Claire

"People are always looking to get their pet to the vet they don't drive. Could you Why don't you do that?" - Claire

"The problem is with the sort of people taxis, as we refer to them, the normal taxis, they don't always take animals for various different reasons." - Clayton

"I think the legislation needs to change and I think it needs completely updating." - Claire

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Convenience Meets Expertise: The Synergy of Fuel and Pet Supplies in Cambridge

Mon, 11 Nov 2024 01:00:00 -0000

In this episode of Pet Business Disruptors, Clayton interviews Marina Jennings, the manager of Wallace & Sons Pet Supplies, a unique pet store located within a petrol station in Cambridge. With over 20 years of experience in the retail industry, Marina shares her insights on effectively selling pet products and the advantages of operating in a high-traffic location. The conversation delves into the importance of customer engagement, the challenges of selling dog food, and the need for knowledgeable staff to guide customers in making informed choices. Marina emphasises the significance of understanding individual pet needs and the value of providing solutions rather than simply pushing products. The episode highlights the evolving landscape of the pet industry and the potential for convenience-driven retail experiences.

KEY TAKEAWAYS

Convenience and Footfall: The integration of pet supplies within petrol stations offers a unique advantage by leveraging existing foot traffic, making it convenient for customers.

Customer Engagement: Building rapport with customers is essential. Greeting them upon entry and asking open-ended questions helps gauge their needs without making them feel pressured.

Knowledge Sharing: Providing expert advice on pet products, including food and treats, can surprise and delight customers who may not expect such knowledge from a petrol station pet shop.

Problem-Solution Selling: Effective selling involves understanding the customer's pain points and offering solutions rather than simply pushing products.

Merchandising Strategy: In a setting where the shop is not always staffed, careful consideration of product placement and signage is crucial.

BEST MOMENTS

People want convenience. Buying online isn't always as convenient as what it should be." - Marina

"No one's feeding that to their dog with their devil horns going, I'm poisoning him." - Marina

"I always give them five minutes, because that's why I asked, was he in the medical aisle?" - Marina "If you're not actively selling and actively promoting to your clients, you're not going to survive in the long term." - Clayton

"Dog food is one of the few things where price does not equate to quality at all." - Marina

HOST BIO

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Human to Canine: The Journey of Doggy Doggy Yum Yum Ice Cream

Mon, 04 Nov 2024 00:00:00 -0000

In this episode of Pet Business Disruptors, Clayton interviews Sam Hanbury, co-founder of Doggy Doggy Yum Yum, a unique ice cream brand designed specifically for dogs. Sam shares the fascinating journey of how their human ice cream company transitioned into the pet food industry after noticing dog owners purchasing ice cream for their pets. He discusses the importance of using high-quality, dairy-free ingredients, and the brand's commitment to transparency and health. The conversation delves into the challenges and successes of marketing dog ice cream, the significance of branding, and the impact of social media on their growth. Sam also highlights their partnership with Dogs for Good, a charity that trains assistance dogs, showcasing their dedication to giving back to the community. As they look to the future, Sam hints at exciting new flavours and products on the horizon, emphasising the brand's playful identity and commitment to quality.

KEY TAKEAWAYS

Unique Product Development: The company, Doggy Doggy Yum Yum, was created in response to the observation that dog owners were buying regular ice cream for their pets.

Focus on Clean Ingredients: The brand emphasizes the use of minimal and clean ingredients, avoiding common emulsifiers and stabilizers found in many pet foods.

Effective Branding and Marketing: The playful branding and visual appeal of the product have contributed to its success.

Community Engagement and Giving Back: A portion of the profits from each tub sold is donated to dog charities, specifically Dogs for Good, which trains assistance dogs for individuals with disabilities.

Future Product Expansion: The company plans to introduce new flavors and products, focusing on seasonal and locally sourced ingredients.

BEST MOMENTS

We decided to create an ice cream for dogs that was specifically designed for them. It has no milk at all." - Sam

"Dog owners care more about what they're putting into their dogs than they care about what they're putting into themselves." - Sam

"If you sort of work backwards from what's the lowest price, and then can you match that or not? We won't." - Sam

"It's a treat. It should be enjoyed as a treat." - Sam

"I think much more possibly than the industry I'm in, there are so many good companies in the pet industry." - Clayton

HOST BIO

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Reactive to Proactive: Understanding the Role of Animal Nutritionists in Pet Health

Mon, 28 Oct 2024 00:00:00 -0000

In this episode of the Pet Business Disruptors podcast, Clayton engages in an insightful conversation with Dr. Casey Bradley, president of the Sun Swine Group and a PhD animal nutritionist. They delve into the nuances of animal nutrition, discussing the differences between PhD nutritionists and board-certified veterinarians, and the importance of understanding dietary needs for various dog breeds. Dr. Bradley shares her expertise on the implications of high-protein diets, the role of grains in pet food, and the challenges of formulating diets that meet both nutritional requirements and consumer expectations. The episode also addresses common misconceptions about ingredients, the impact of marketing on consumer choices, and the significance of dietary variation to prevent allergies and intolerances in pets.

KEY TAKEAWAYS

Difference Between Nutritionists: A PhD animal nutritionist focuses on optimising nutrient profiles and preventing disease through diet, while a board-certified veterinarian nutritionist specialises in using nutrition as a treatment for diseases in animals.
Proactive vs. Reactive Nutrition: The approach to animal nutrition can be categorised as proactive versus reactive, highlighting the importance of long-term health in pet food formulations.
Ingredient Quality and Marketing: The pet food industry often uses marketing tactics that can mislead consumers about the quality and benefits of ingredients.
Allergies and Sensitivities: Common allergies in dogs often stem from standard protein sources like chicken and beef, rather than grains.
Importance of Dietary Variation: Feeding pets a varied diet with different protein and carbohydrate sources can help prevent the development of food intolerances and allergies.

BEST MOMENTS

"A board certified nutritionist... uses nutrition as a health intervention or a treatment plan with diseased animals." - Dr. Casey Bradley

"I like to say we're in the prevention stage versus the treatment stage." - Dr. Casey Bradley

"If it's good for me, it's good for my dog." - Dr. Casey Bradley

"Grain-free diets do help enhance the longevity by a year, year and a half in dogs." - Clayton

"You can still overfeed nutrition, certain nutrition components." - Dr. Casey Bradley

HOST BIO

SOCIAL LINKS

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Behind the Mic: The Journey of Jon Patch and His 34-Year Legacy in Pet Radio

Sun, 20 Oct 2024 23:00:00 -0000

In this episode, Clayton welcomes Jon Patch, the legendary host of "Talkin Pets," a radio show that has been captivating audiences for over 34 years. They discuss the challenges and rewards of working with both domestic pets and wildlife, touching on topics such as animal rescue, the impact of captivity on wild animals, and the significance of zoos in conservation efforts. Jon shares personal anecdotes, including his encounters with celebrities like Betty White and Linda Blair, and reflects on the unconditional love pets provide.

KEY TAKEAWAYS

The podcast features a host who has been running a pet-focused radio show for 34 years.
Authenticity is crucial in connecting with audiences, especially in niche markets like pet care.
Advances in technology have transformed how shows are produced and broadcasted, allowing for remote connections and live interactions with audiences, which enhances listener engagement.
The discussion touches on the ethical considerations surrounding animal captivity, the role of zoos in conservation, and the significance of adopting rescue animals, showcasing a commitment to animal welfare.
Personal health challenges and experiences with animals have profoundly influenced the host's outlook on life.

BEST MOMENTS

"I think we're always going to have zoos... but the thing is that for me I like to see zoos that are kept up."

"It's tough actually, personally speaking, to see some of these orcas in those pools because they're gigantic."

"I do it for the love of, you know, the animals and helping. It's kind of like my giving back."

"If you watch animals, animals kill only for food. They don't start wars."

"I knew I ended up getting kidney disease... I said, if this is my last show, I'm doing my show."

HOST BIO

SOCIAL LINKS

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Navigating Growth: Chris Jones on Expanding Peregrine's Product Range and Market Reach

Sun, 13 Oct 2024 23:00:00 -0000

In this episode, Clayton sits down with Chris Jones, the Managing Director of Peregrine Live Foods, the UK's leading distributor of reptile and live food products. Chris shares the fascinating history of Peregrine, which began 35 years ago as a small live food business founded by two scientists and has since evolved into a major player in the pet industry, employing around 170 people and serving over a thousand shops weekly. Chris also discusses the importance of independent pet shops in the reptile market, the challenges posed by Brexit, and the potential for international expansion.

KEY TAKEAWAYS

Peregrine Live Foods has transformed from a small live food distributor into a comprehensive supplier of reptile products.
The growth of Peregrine has been driven by strategic sales initiatives, product diversification, and capitalising on market trends, such as the boom in pet ownership during the COVID-19 pandemic.
Independent reptile shops play a crucial role in the market by introducing new customers to the hobby. These shops often provide better education and ethical practices compared to larger retailers.
Reptile owners tend to spend significantly on supplies, with average monthly expenditures ranging from £100 to £200. This highlights the potential profitability for pet shops that cater to reptile enthusiasts by offering a variety of products, including live food and specialised care items.
Peregrine is looking to expand its reach beyond the UK by exporting its brands, particularly in the aquatic and reptile sectors.

BEST MOMENTS

"Peregrine started about 35 years ago... they were essentially scientists working in a laboratory studying insects for the purpose of pesticides."

"I think getting up to a million is difficult, but once you hit the one million... it takes some pretty strong strategies and pretty strong new brands."

"We started to build that a little bit more. We've bought out another company since then, Fish Science... and yeah, some big plans coming in the next couple of years."

"I think there's definitely been a thinning out. I think what is true is that with the internet, people who are morally dubious get found out now very easily."

"We have around 7.5 million to 8 million reptiles in the UK, somewhere in the region of a million owners. It's not insignificant."

HOST BIO

As well as being COO of one of the UK's fastest-growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Curiosity to Innovation with Harry Bremner

Sun, 06 Oct 2024 23:00:00 -0000

Welcome to the latest episode of Pet Business Disruptors!

In this exciting installment, host Clayton sits down with Harry Bremner, the founder of Tuggs, a groundbreaking dog food company that is changing the game in the pet food industry.

Tuggs stands out by blending traditional animal proteins with insect proteins, specifically black soldier fly larvae, to create a nutritious and sustainable dog food option.

Discover how Harry's journey began with a curiosity about entomophagy and evolved into a mission to improve dog health and reduce reliance on livestock.

In this episode, you'll learn about:

The unique benefits of using insect proteins in dog food.
The challenges of launching a fresh dog food brand in a competitive market.
Insights from Harry's customer research that shaped Tuggs' product offerings.
The importance of sustainability in pet food and how Tuggs is addressing it.
The future plans for Tuggs, including new product developments and manufacturing in the UK

Join us as we explore the innovative world of pet food and how Tuggs is paving the way for healthier, more sustainable options for our furry friends.

Don't forget to like, subscribe, and hit the notification bell for more insights into the pet business industry!

Links: Visit Tuggs: https://www.tuggs.uk/

Follow me on TikTok: @petbusinessdisruptors

Pioneering Insect Protein: Anne Carlson's Journey with Jiminy's Dog Food

Sun, 29 Sep 2024 23:00:00 -0000

In this episode, Clayton interviews Anne Carlson, the founder of Jiminy's Dog Food, a pioneering brand in the alternative protein market that specializes in insect protein for dogs. Anne shares her journey of introducing cricket protein into the pet food industry, discussing the challenges of regulatory approval and consumer education. The conversation delves into the unique health benefits of insect protein, including its positive impact on gut health, oral hygiene, and overall dog wellness. Anne emphasizes the importance of understanding consumer needs and the evolving landscape of pet nutrition, highlighting how Jiminy's has adapted its marketing strategy to focus on health benefits while still promoting sustainability.

KEY TAKEAWAYS

Jiminy's Dog Food initially focused on cricket protein because it is more familiar and acceptable to consumers, serving as a gateway to the broader acceptance of insect-based pet foods.
While sustainability is an important aspect of insect protein, the primary focus for consumer appeal has shifted to the health benefits for dogs, such as improved gut health, oral health, and overall nutrition.
The journey to market involved significant regulatory hurdles, including proving the safety and digestibility of insect protein to gain approval from authorities like the FDA.
Educating both consumers and retailers about the benefits of insect protein is crucial for market acceptance. This includes understanding the unique health benefits that insects provide compared to traditional proteins.
The COVID-19 pandemic forced a shift towards direct-to-consumer sales, which ultimately benefited Jiminy's Dog Food by increasing online engagement and allowing for more direct communication with consumers about their products.

BEST MOMENTS

"We started with the crickets because they are the gateway bug, the easiest one for the consumer to wrap their head around."

"When I look at my dog, I am always thinking about his health. I care about his health and making the right choices for him."

"It was a hard sell. It was really interesting to see people's reactions."

"We need to focus on what makes people part with their money and it's so important it gets lost a lot."

"The insect protein delivers all of the essential amino acids that the dogs need in the right quantities and it's digestible."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Why Quality Matters: The Truth About Pet Supplements and Bone BrothWhy Quality Matters: The Truth About Pet Supplements and Bone Broth

Mon, 23 Sep 2024 08:47:13 -0000

In this episode Clayton interviews Lara McCullough , the owner of Karnlea, a company specializing in high-quality pet supplements. Lara shares her journey in the pet industry, which began 20 years ago out of a personal need to help her rescue dog with dietary issues. The conversation delves into the evolution of the supplement market, the importance of quality and transparency in pet nutrition, and the challenges of distribution for new brands. Lara discusses the unique aspects of her products, including bone broth and goat milk supplements, and emphasizes the significance of education for both retailers and consumers in making informed choices.

KEY TAKEAWAYS

Market Timing and Product Development: The launch of the bone broth product was well-timed with the growing interest in pet nutrition and the rise of raw feeding. The company identified a gap in the market for convenient, shelf-stable bone broth, which contributed to its success.
Importance of Quality and Transparency: The company emphasizes the significance of high-quality ingredients and transparency in sourcing. They ensure their products are tested by independent labs and produced in human-grade facilities, which builds trust with consumers.
Education as a Key Strategy: Educating both retailers and consumers about the benefits and proper use of supplements is crucial. The company offers training sessions for retailers to help them understand the products better, which in turn aids in selling them effectively.
Distribution Strategy: The company utilizes a combination of direct sales and partnerships with wholesalers like Pedigree and Well-Fed Pets. This multi-channel approach helps them reach a wider audience while accommodating the needs of smaller retailers through starter packs and low minimum order quantities.

BEST MOMENTS

"I couldn't get him to eat kibble... I was desperately searching for something to help me with his skin."
"We wanted somewhere that could make our product and immediately pack it... fresh as can be, you're not losing any of the nutrients."
"You might think you might be getting a better value product, but you would need to give three times as much to get the same out of it."
"It's all about education... if you want to have a Zoom call and a bit of training with me on the product, that's no problem."
"It's an easy upsell if the shops know how to do it; it's a really easy upsell for them."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Breaking Down Antimicrobial Resistance: The Role of Probiotics in Modern Pet Care

Sun, 15 Sep 2024 23:00:00 -0000

In this episode, Clayton engages in a thought-provoking conversation with Joe Flanagan, the Director of Ingenious Probiotics. They explore the revolutionary concept of using probiotics not just for pet health, but also for improving indoor air quality and reducing reliance on harmful chemical cleaners. Joe shares his journey from air quality management to the pet industry, highlighting the importance of maintaining a healthy microbiome for both pets and humans. Their discussion delves into the misconceptions surrounding bacteria, the dangers of antibacterial products, and the environmental impact of chemical cleaners.

KEY TAKEAWAYS

Joe highlights the importance of using probiotics to outcompete harmful bacteria rather than relying on chemical antibacterial products, which can leave behind resistant strains and disrupt the natural microbiome.
The use of chemical cleaning products not only affects indoor air quality but also contributes to pollution in water systems, impacting wildlife and ecosystems. The conversation emphasizes the need for safer alternatives that are less harmful to the environment.
There is a growing understanding of the significance of microbiomes in both humans and pets. A healthy balance of good bacteria is essential for overall health, and disruptions can lead to various health issues, including skin problems in pets.
Joe discusses the rising concern of antimicrobial resistance due to the overuse of antibiotics and antibacterial products. It stresses the importance of using probiotics to help maintain a healthy microbiome and reduce reliance on antibiotics.
The conversation encourages pet owners to consider the broader implications of their cleaning and care products, advocating for a holistic approach that prioritizes the health of pets and the environment, ultimately leading to better overall well-being for both.

BEST MOMENTS

"If we can use a probiotic instead of an antibiotic, we're helping with antimicrobial resistance."

"You can end up in this fuzzy logic, this counterintuitive situation where the more antibacterial chemical cleaning you do, the less hygienic the situation can be."

"Every piece of life on this planet has its origins in bacteria."

"The environment is kind of nice to have. It's like second or third on the biome scene because it's too abstract."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Behind the Scenes at Fluker Farms: David Fluker Discusses Challenges and Opportunities in the Insect Market

Sun, 08 Sep 2024 23:00:00 -0000

In this episode, Clayton interviews David Fluker, the president and owner of Fluker Farms, America's largest insect company. They discuss the evolution of the pet industry, the unique range of products Fluker Farms offers, including canned and vacuum-packed crickets, and the challenges of navigating regulations in the insect sector. David shares insights into the company's diversification strategy, particularly in black soldier fly production, and the importance of research and development in driving innovation.

KEY TAKEAWAYS

Fluker Farms is recognized as America's largest insect company, supplying a wide range of insect products to major pet retailers like PetSmart and Petco. This diversification into the pet industry has provided a year-round revenue stream compared to the seasonal fishing bait market.
The company offers unique products such as canned crickets, fresh vacuum-packed crickets, and freeze-dried options. This variety caters to different consumer needs and preferences, especially in regions with restrictions on live insects.
Collaborating with universities and focusing on research and development is crucial for Fluker Farms. This investment helps in innovating and improving product offerings, ensuring they remain competitive in the market.
There is a significant focus on black soldier fly production, which is seen as a sustainable protein source for animal feed. The company aims to lower production costs to compete with traditional protein sources like chicken meal and fish meal.
The potential for growth in the insect protein market is substantial, particularly in animal feed. The partnership with Soldier Fly Technologies is expected to enhance production capabilities and market reach, paving the way for more innovative products in the future.

BEST MOMENTS

"I think the future of it [insects] is in animal feed rather than in human food per se. But I think just as a replacement to things like soy, it’s such an important thing."

"I want to make sure that the price I produce it at I can sell it at, and I can sell it to them for a price that's lower than what they actually think."

“You do fresh vacuum packed crickets, like the freeze dried crickets, it's quite a massive range. I've seen the canned crickets, but the fresh vacuum packed ones look brilliant to be honest. I think it just opens up so many more market streams and also convenience.”

“I know America moves so much quicker in terms of laws, and I think that's what makes America a really great country in terms of being stationed there and actually having your business there. It's the ability to move and talk to your legislators and actually get things sorted out.”

HOST BIO

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Navigating the Reptile Industry: Greg West's Experience and Expertise

Sun, 01 Sep 2024 23:00:00 -0000

In today's episode, Clayton interviews Greg West, the owner of Cornell's World and the promoter for the WCRE (West Canadian Reptile Expo). Greg shares insights into his journey in the reptile industry, from his early experiences with reptiles to his involvement in TV shows like "Scaled." He delves into the importance of reptile expos in the industry, highlighting their sense of community and the opportunity they provide for education and networking.

KEY TAKEAWAYS

Greg West, the owner of Cornell's World, emphasizes the importance of entertainment and community at reptile expos.
Reptile shows foster a sense of camaraderie among participants, creating a unique and enjoyable experience.
Greg's journey into the reptile industry started with a passion for reptiles and evolved into a successful business venture.
The success of Greg's business is attributed to his dedication, hard work, and commitment to customer satisfaction.
The future of Greg's business involves adapting to changing market conditions and continuing to provide high-quality products and services to customers.

BEST MOMENTS

"I think the worst part about doing that pitch was the fact that I realized that people actually believed my business was worth what I was asking."

"The nice thing about the reptile shows is the diversity. Pet stores are geared towards selling popular reptiles, but at expos, you see a variety of species that you wouldn't see elsewhere."

"Whenever the economy is bad, it's always bad for everyone, but there's winners and losers. I think it's always a thinning-out process."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

How to Sell and Succeed as a Pet Industry Distributor

Sun, 25 Aug 2024 23:00:00 -0000

In this episode, Clayton and Harvey discuss the challenges and strategies of succeeding as a pet industry distributor. Both hosts share their own insights based on their extensive experience in the field. They discuss the evolution of distributors in the pet industry, highlighting the importance of niche specialization, stock management, and effective communication with suppliers. They also cover topics such as the impact of large distributors, the significance of customer service, the role of trade shows, and the pitfalls of running out of stock.

KEY TAKEAWAYS

Maintaining good stock levels is essential for distributors to prevent out-of-stock situations, which can lead to lost sales and customer dissatisfaction.
Distributors should be selective in their product offerings, focusing on quality over quantity to ensure they can meet demand and provide consistent supply to their customers.
Clear and consistent communication with customers and suppliers is crucial to avoid misunderstandings, ensure smooth operations, and build strong relationships.
While price is important to attract customers initially, other factors like product availability, customer service, and product quality play a significant role in retaining customers and building loyalty.
Distributors need to be adaptable to changing market trends, innovate in their product offerings, and continuously improve their operations to stay competitive and meet customer needs.

BEST MOMENTS

"I think the bigger a company gets, the worse they get at communicating."

"I think like, so I used to do my own repping. Because our business was geared Monday to Friday, I used to do double calls on a Monday and then Friday it would just be, we get the stuff out and then like, it would be a quiet day." - Interviewee

"It's sad as well because I've got competitor product as well. And so rather than my customer buying this product, they're buying someone else's."

"There's a decline in pet ownership of rabbits and birds. I mean, bird seed was massive. We used to sell loads of canary mix and budgie mix. Everyone would have a couple of sacks of budgie mix a week, whereas now an average pet shop might sell a couple of kilos a week."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

From Doggy Day Care to Business Owner

Sun, 18 Aug 2024 23:00:00 -0000

The podcast episode features an engaging conversation between the host and Jamie Keane, the founder of Bespotted, discussing the pet industry and marketing strategies. Jamie shares her journey from working at a doggy daycare to starting her own business in the pet industry. They delve into the challenges of marketing in the pet industry, emphasizing the importance of understanding niche markets and addressing specific pain points of customers. The conversation also touches on the significance of authenticity, transparency, and building relationships with customers in the pet industry. Throughout the episode, they explore topics like imposter syndrome, the value of knowledge sharing, and the need for relatability in client interactions.

KEY TAKEAWAYS

It's important to understand your niche and focus on solving specific problems for a targeted audience.
Stay updated with marketing trends and be open to trying new strategies to stay ahead in the industry.
Empower your clients by providing them with valuable information and tools to make informed decisions.
Overcome imposter syndrome by gaining confidence in your expertise and being open to learning from others.
Build trust with customers by being authentic, relatable, and honest in your interactions.

BEST MOMENTS

"The pet industry's always been a bit behind, I think, when it comes to marketing. I always feel like we kind of hit the sort of marketing trends two or three years later."

"I think it's interesting like we talked about the mom theory and like it's like one thing I always have is like in that consultancy work I've done, is actually giving people harsh news is actually really, really beneficial."

"If you can deal with this tank of a dog who's going psycho, you could deal with my five pound chihuahua."

"When you're getting maybe not the most positive feedback, that doesn't mean the idea needs to die, but you just need to be open to pivoting and going a different or heading."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

The Entrepreneurial Journey into the Hemp Industry

Sun, 11 Aug 2024 23:00:00 -0000

In this episode of the podcast, Clayton sits down with David Hartigan, the CEO of Hemp Heroes, to discuss the journey of Hemp Heroes in the CBD and hemp-based industry. David shares his background in business consultancy and how he ventured into the hemp space. They delve into the different types of CBD products, the importance of quality, and the challenges faced in the industry. David also talks about the misconceptions surrounding hemp and CBD, as well as the future plans for Hemp Heroes, including expanding into the human food market. Tune in to learn more about the fascinating world of CBD and hemp-based products.

Key Takeaways

Hemp Heroes is a leading brand in Europe for CBD products for pets, with a focus on high-quality, organic, and cold-pressed CBD oils.
The company has differentiated itself by conducting clinical studies, partnering with animal rescues, and focusing on in-house manufacturing to ensure product quality.
Education and word of mouth have been crucial in overcoming misconceptions about CBD products, especially related to their association with cannabis.
The company has successfully penetrated the Irish market and is now looking to expand into the US market, where there is a higher level of CBD product awareness and acceptance.
Future plans include further growth in the human CBD market, leveraging existing connections and success in the pet CBD market.

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

The Truth About Raw Feeding and The World of Pet Nutrition with Michelle Hollis

Sun, 04 Aug 2024 23:00:00 -0000

In this episode, Clayton sits down with Michelle Hollis, a veterinary nurse and member of the Raw Feeding Veterinary Society. Michelle shares her journey into raw feeding for her working cocker spaniel and the positive impact it had on her dog's health. They delve into the controversy surrounding raw feeding in the pet industry, contrasting views on raw feeding among veterinarians, and the importance of proper nutrition for pets. Michelle emphasizes the need for variety in a balanced raw food diet and highlights the significance of supplements in pet nutrition.

KEY TAKEAWAYS

Raw feeding for dogs can have significant benefits, such as improved dental health, skin, coat, and teeth condition.
It is essential to ensure a balanced raw food diet by including a variety of meats, offals, and supplements like green-lipped muscle powder, bone broth, and herbal supplements.
Joining online communities like Raw Feeding for Dogs Made Simple UK and the Raw Feeding Veterinary Society can provide valuable support and information for raw feeding.
There is a lack of in-depth nutrition training for veterinarians, leading to reliance on commercial pet food brands for guidance.
The controversy surrounding grain-free dog food and its potential link to dilated cardiomyopathy highlights the importance of thorough research and critical evaluation of pet food choices.

BEST MOMENTS

"I think if you are seriously looking at going into raw feeding, um, There's a lot of Facebook groups out there that give you support."

"I think the thing is a lot of consumers they always worry that they kind of want their dogs to enjoy everything."

"Vets, they're so busy, and obviously nutrition, unless they're specialising in that area, is such a small section of their course."

"I think it's interesting because obviously, the veterinary line is it's become quite rigid and you probably want to comment on this because I don't want to get you in trouble."

"Vets, they're so busy. They're so busy. And obviously, nutrition, unless they're specialising in that area, it's such a small section of their course."

VALUABLE RESOURCES

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Balancing Authenticity and Revenue in the Influencer Space

Sun, 28 Jul 2024 23:00:00 -0000

Today, Clayton is discussing the topic of influencer marketing in the pet industry with Randy Williams and Emma Lock, who is more commonly known as Emzotic. Randy and Emma share insights into their experiences with influencer marketing, particularly in the context of their businesses, WeGroCo and Zen Habitats. They discuss the challenges and benefits of working with influencers, the importance of authenticity, and the innovative approach of creating branded creator stores to enhance the relationship between creators and brands.

KEY TAKEAWAYS

Building long-term relationships between brands and creators is crucial for sustainable success in influencer marketing.
Niche-focused influencer marketing in the pet industry can lead to more authentic and impactful content.
Utilizing branded creator stores can provide creators with better tracking, data, and control over their sales, leading to higher commissions and more personalized customer interactions.
Creators should prioritize quality over quantity when selecting brand partnerships to ensure authenticity and trust with their audience.
Providing creators with structure, guidance, and support can help them maximize their impact, revenue, and long-term success in the industry.

BEST MOMENTS

"I would rather commit to three or four really good companies than 20 or 30 of the really big companies, because I'm going to make substantially more building on the trust with the companies who believe in me."

"My biggest pet hate is Amazon, because they do not create the market at all. They just siphon some off the top."

"It's very easy to get lost in the weeds of, I need to make money, they're offering me affiliates, they're offering me affiliates, let's just do it, but then you're not really, it's not part of your natural psyche to be able to go, what is worthwhile, what isn't worthwhile?"

VALUABLE RESOURCES

https://www.youtube.com/@Emzotic/

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Building Relationships and Adding Value: Marketing Tips from Pixie Greatorex

Sun, 28 Jul 2024 23:00:00 -0000

In this episode, Clayton has a lively discussion with Pixie Greatorex, a pet industry writer, blogger, and SEO specialist. Pixie shares her journey from owning a pet-sitting business to becoming a freelance writer in the pet industry. Their conversation delves into the importance of content strategy, the impact of AI on writing, and the value of blogs in increasing Google rankings. Pixie emphasizes the need for businesses to prioritize blogs and shares insights on building relationships, pricing transparency, and the evolving landscape of content creation in the digital age.

KEY TAKEAWAYS

Building relationships with other professionals in the industry can lead to potential leads and collaborations.
Utilizing LinkedIn for personal branding and networking can be effective in attracting the right clients.
Developing a clear content strategy, including blogs and email marketing, can significantly impact a business's online presence and lead generation.
Blogs can increase a business's ranking on Google by 434%, making them a valuable tool for visibility and attracting potential customers.
Being transparent about pricing can help potential clients understand the value of services and reduce barriers to inquiry.

BEST MOMENTS

"You need a strong presence obviously on social media, but be clear, have a strategy. have content pillars for people that don't know what they are."

"You need to make sure that everything that goes on your website and in your blog is completely directed at what you do. And your words, you need to pick certain words to put in your copy that tell Google that."

"I think being funny is really like such an event. Like I'm naturally a funny person. So I'm thinking, well, that's a gift I've got that I could use where I don't like to be bored."

"If I can't add value, I don't want to work with you and I hope if I can't add value, you don't want to work with me."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

Innovative Pet Products: The Founding of Grub Club Pets

Sun, 28 Jul 2024 23:00:00 -0000

In this first episode of Pet Business Disruptors, Clayton speaks to Hugh Petit, the co-founder and COO of Grub Club Pets, an insect pet food company. Hugh discusses the journey of starting an insect-based dog food business and the challenges and successes they have faced. Together, they delve into the unique selling points of insect protein for pets, the challenges of introducing insect-based products to consumers, and the strategies they have used to overcome skepticism. Hugh also shares insights on their product development process, fundraising efforts, and the importance of brand differentiation in the competitive pet food industry.

KEY TAKEAWAYS

Invest heavily in building a strong brand as it is a core part of the IP that cannot be easily copied.
Pay attention to customer feedback and use it to drive product development and decision-making.
Consider expanding product offerings to cater to different customer needs and preferences, such as introducing wet food and new treat options.
Tailor product offerings and marketing strategies based on the channel, with subscription models working well online and specific products like dental sticks performing better in retail.
Be willing to pivot and make strategic decisions based on market feedback and performance data, such as shifting focus from treats to food based on customer demand.

BEST MOMENTS

"Dogs are fun, silly characters. They're not all pedigree labs in a field. So why not communicate that through a brand as well and say, yeah, we try and have a bit of fun."

"You can get grants and schemes through the government, or even loans, business loans. So there are ways of getting money on board without it being an investor pitch."

"All of our products will still have a functional benefit and certainly all contain insect protein which has a lot of functional benefits to it."

"Would you buy crisps online? Would you buy chocolate bars online? Not really, you know? But if you're online, you're buying your dog food and they've got treats, yeah, man, I'll chuck that on."

HOST BIO

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors