Pet Business Disruptors

In this episode of "Pet Business Disruptors," host Clayton speaks with Kaz Kelly, an experienced entrepreneur in the pet industry with a rich background as a detector dog handler and RSPCA investigator. Kaz shares her journey of founding a successful doggy daycare business in Brisbane, Australia, and the lessons learned during her exit process. They discuss the importance of preparing a business for sale, the emotional challenges of transitioning ownership, and the common pitfalls that many business owners face when selling. KEY TAKEAWAYS Importance of Preparation for Exit: Many business owners, especially in the pet industry, are unprepared for the exit process. It's crucial to set up a business with the intention to sell, including having proper documentation and systems in place well before considering a sale. Value of Support During Sale: Having an advocate or consultant during the sale process can significantly ease the emotional burden and help navigate negotiations. Many owners feel isolated and pressured, which can lead to poor decision-making. Understanding Business Valuation: Business owners often have unrealistic expectations about their business's worth. It's essential to understand the factors that contribute to valuation, such as profitability, scalability, and the ability to operate independently of the owner. BEST MOMENTS "I think we have massive education gaps about what the end, so to speak, should look like." "I felt very pressured by my broker to negotiate basically at the 12th hour over a significant amount of money." "It's not in a business plan. Most coaches and mentors aren't talking about it." 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/⁠⁠ 

Clayton sits down with Claire Hamblion-Jennings, Marketing Director at Supreme Petfoods, to explore the evolution and business dynamics of the small animal sector. Claire breaks down Supreme’s journey from pioneering species-specific brands like Gerty Guinea Pig and Russell Rabbit to establishing the premium Science Selective line and the mass-market Tiny Friends Farm umbrella. The discussion examines the shift away from traditional muesli blends toward high-fibre, mono-component extruded nuggets, the challenges of cracking the US market, and how direct-to-consumer digital channels and veterinary education are reshaping small pet care worldwide KEY TAKEAWAYS The Power of Umbrella Branding: Transitioning individual legacy characters into an umbrella brand like Tiny Friends Farm enabled multi-species household loyalty and streamlined portfolio expansion across diverse retail channels. Mono-Component Nutrition Over Muesli: The small pet food industry has largely shifted toward extruded nuggets to prevent selective feeding and protect sensitive gastrointestinal and dental health. Hay Remains the Fundamental Anchor: Regardless of commercial diets, free access to quality fresh hay must comprise the vast majority of a rabbit or guinea pig’s daily intake. Channel Strategy Protects Specialist Retailers: Supreme intentionally keeps its expert-driven Science Selective range exclusive to specialist pet shops to support independent retailers, while offering Tiny Friends Farm across mass and grocery channels. Education Bridges the Veterinary Knowledge Gap: Because general practice vets receive limited formal training on small mammals, brands must invest heavily in veterinary CPD and consumer nutritional tools to elevate overall animal welfare. BEST MOMENTS "You’ve got to be completely bonkers to go into being a small pet food business... dog and cat food has got much more ownership than there is small pet ownership, so it’s quite a specialist niche to be in."  "Rabbits are concentrate selectors and they're hard-wired to go and eat the tastiest, sweetest ingredients available... in nature they have that seasonal balance, but pet rabbits will just eat whatever they're given."  "The 4 Ps of marketing—price, product, place, promotion—those four Ps are still essential... If it's all 'buy this deal on a Facebook ad today', you're just going to get spikes and troughs and you're never long-term going to build your brand."  "Our direct mail piece is sitting on the shelf—it's our pack. Having a really well-branded, strong visual pack with great brand story information... that's the most important thing we can do as a brand."  "If you put a rabbit in front of them, you might as well have put a chicken in front of them because they literally have done so little educational time looking at rabbits and guinea pigs." 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. 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/⁠ 

In this episode, Clayton sits down with Tara, the creator of Only Rescues, a mobile app often described as "Tinder for rescue pets." Inspired by the sudden loss of her beloved rescue dog, Max, Tara channeled her grief into building a user-friendly platform that connects over 200 UK animal shelters with prospective pet parents.  KEY TAKEAWAYS Lifestyle Pre-Matching Saves Time: Only Rescues pre-filters pet matches based on user-submitted lifestyle criteria, reducing application rejections and eliminating administrative overload for shelters. Leveling the Playing Field for Small Rescues: While major national charities receive significant visibility, Only Rescues gives smaller, independent UK shelters a free, modern digital platform to showcase their animals. Born From Personal Loss: The app's creation was sparked by the sudden loss of Tara’s rescue dog, Max, in 2022, turning deep grief into a mission-driven tech initiative. Shifting Rescue Trends: Rescues have transitioned from managing the post-pandemic dog surrender spike to dealing with a new surge of surrenders driven primarily by the cost-of-living crisis. A Free, Sponsorship-Backed Model: The platform remains completely free for both rescues and adopters, sustained through brand partnerships, sponsorships, and merchant initiatives. BEST MOMENTS "The best way to probably describe it is that it works a little bit like Tinder for rescue pets."  "All that I could think about was the grief and not having Max anymore... I became really unreasonable in that time. I wouldn't have a conversation about anything at all that wasn't, 'How can we help rescue dogs and cats?'"  "When we do the kind of pre-matching, that cuts out a lot of that noise... You're only going to fall in love with pets that you're suitable for in the first place."  "Instead of looking for a financial return, they're looking to support our cause and what we do... What they want to do is help get more rescue dogs and cats into homes."  "Shelter staff... are absolute heroes. They get up every day and they see the worst of the worst... and they never stop and say, 'Oh, we're doing a really great job.' All they ever do is say, 'There's more to do.'"  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. 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/ 

In this episode, Clayton sits down with Debbie Hendrix, founder of Swell Gelato. Debbie shares her inspiring pivot from an 18-year corporate career as a fashion buyer for Nordstrom to building a thriving, self-funded pet treat company. Debbie breaks down the philosophy behind her simple, clean-ingredient gelatos and pupcakes, explaining why she avoids unnecessary additives and over-functionalized fillers.  KEY TAKEAWAYS Bold Career Pivots Require Grit: Moving from a stable corporate fashion career to artisan dog gelato involved creative bootstrapping, selling her home, and relocating to rural Oregon to secure production space and local business support. Keep Ingredients Simple and Clean: Swell Gelato focuses on limited, high-quality, non-dairy ingredients rather than over-functionalizing treats with unnecessary additives just for marketing appeal. Mastering the Frozen Niche: Selling frozen pet treats comes with steep logistical barriers, including strict retail freezer space limits, high co-packing viscosity requirements, and expensive dry-ice shipping costs for direct-to-consumer sales. Focus on the "Celebratory" Category: Instead of competing in the crowded daily treat market, Swell Gelato found its sweet spot by targeting milestone moments with long-lasting, celebratory products like birthday gelatos and pupcakes. Prioritize Brand Integrity Over Discount Wars: Operating on tight margins with premium ingredients means saying no to aggressive promotional discounting, relying instead on genuine product pull and customer delight. BEST MOMENTS "When you have a sale and your customer’s happy, it’s a good feeling... there’s joy involved. It was kind of the same selling to the dogs."  "Good ingredients will make for a tastier product, and you don’t need a hundred of them. When the ingredients are good and the combination’s good, you’re going to get a good product."  "Developing that pupcake, I think, probably aged me at least seven years... but then I finally came up with a recipe that actually was really good."  "I’ve taken this stand like: I’m building this brand for products that I stand for, I don’t take shortcuts, but therefore I also don’t have the margins to play those games."  "If you can get the end consumer to want your brand—and that’s why I think brand is so important—you’re in a much stronger position."  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. 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/

In this episode, Clayton catches up with John and Lisa Bryson, the founders behind Tranquil Tails, one year after launching their pheromone-based pet calming line. Together, they dive into the realities of scaling a young pet brand from introducing their new Silver Tails line for senior pets to navigating the financial realities of Amazon PPC, Chewy, and grassroots pop-up events.  KEY TAKEAWAYS Pets Mirror Owner Stress: Heightened pet anxiety often reflects owner stress stemming from modern lifestyle factors, making safe, accessible calming tools increasingly essential. Specialized Care for Aging Pets: Tranquil Tails introduced Silver Tails—a higher-concentration (7%) pheromone formula created specifically for senior pets struggling with sensory loss and physical discomfort. Education-Focused Nano-Influencers Win: Smaller accounts (1,000–3,000 followers) that prioritize pet education often yield higher trust and better engagement than massive "entertainment" accounts with low conversion rates. Skyrocketing Vet Costs Drive OTC Growth: Rising veterinary bills are encouraging pet parents to explore gentle, over-the-counter remedies and telemedicine platforms as a first line of defense before resorting to expensive prescription drugs. Grassroots Authenticity Builds Loyalty: While online marketplaces provide reach, long-term brand equity is built through direct consumer interaction at local events, trade shows, and rescue partnerships. BEST MOMENTS "I think pets reflect the anxiety of their owners to a degree... we live in a time of anxiety that is unparalleled." "Silver Tails really came to be for the elderly dog... when you start to lose your senses and you've got aches and pains, that invokes anxiety." "Numbers are very deceptive. You can have someone with half a million followers put up a post and get 30 likes, and someone with 2,000 followers get 200 likes." "There is no influencer, there's no retailer that could give you the level of social proofing that a veterinarian can." "The bigger you get, the less you make... but still, half a percent on a million is a lot more than nothing on a hundred thousand." 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. 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 byDisruptive Media .https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Daniel and Andre, the founders of The Paws Lab, to discuss their journey from a decade in corporate London to building an innovative, science-backed pet care and hygiene brand. Designed to bridge the gap between professional grooming sessions and everyday home care, The Paws Lab offers targeted, gentle solutions powered by their advanced formulation blending colloidal silver and titanium dioxide.  KEY TAKEAWAYS Bridging the Maintenance Gap: Routine preventative care such as ear, dental, skin, and coat hygiene is often neglected between grooming appointments. Daily, accessible home care routines are vital for long-term pet health. Function Over Fragrance: Over-formulating products with heavy scents (like mint, strawberry, or pumpkin spice) and alcohol often irritates sensitive skin and noses. Effective pet care relies on gentle, minimalist, and functional ingredients. Cultural Differences in Pet Care: In Asian markets, daily indoor hygiene is deeply ingrained in pet parenting, whereas European markets are still transitioning from traditional "outdoor pet" mindsets toward routine home wellness. Understanding Trade & Retail Realities: Stepping into retail requires mastering margin structures, distributor layers, and the high costs of industry trade shows. Setting retail pricing correctly from day one is critical for long-term viability. In-Person Demos Build Trust: Building authentic connections with independent retailers, demonstrating how simple products work in person, and leveraging brand ambassadors (like their dog, Gordi) are key drivers for organic growth. BEST MOMENTS "We try to be the bridge in between professional grooming and at-home care... there's a gap in the market, that's why we created The Paws Lab." "As many ingredients a product has, sometimes they are not beneficial for the pet and they create more reactions. A pet right now is like a little baby... whatever they touch, they're going to get a reaction." "Because you like vanilla or pumpkin spice, that doesn't mean your dog likes it. This is not in their nature." "The biggest challenge is probably what you don't know... because if you know things, you know how to ask and you know how to get answers." "What you do in between grooming appointments is just as important as what really happens in the salon." Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/  https://www.tiktok.com/@petbusinessdisruptors  https://www.youtube.com/@PetBusinessDisruptors  This Podcast has been brought to you byDisruptive Media .https://disruptivemedia.co.uk/ HOST BIO

In this episode, Clayton sits down with Tatum Brown, founder of the Social Dog Company, to unpack the often chaotic, highly emotional "Wild West" of the pet service industry. Sharing her raw and inspiring journey from beauty therapy and corporate marketing to navigating personal rock bottom on a blow-up mattress, Tatum details how her deep love for dogs sparked a thriving coaching business in Bali.  KEY TAKEAWAYS Vanity Metrics vs. Conversion: A viral social media video does not guarantee sales. True commercial success lies in targeted, conversion-focused content rather than broad, entertaining content designed only to feed the ego. The Margin Mandate: Never set prices based on what competitors charge. Pet business owners must calculate their exact margins, factor in their own labor costs, and price their services to ensure long-term profitability and prevent burnout. The "Asset" Mindset: A successful business should eventually be able to operate without you. If you cannot step away due to illness or vacation without the business collapsing, you don’t own a business you own a job. Stop Trying to Be Everything to Everyone: Offering too many services dilutes your marketing effort and eats your profit. Streamlining your offers, packaging them attractively, and raising prices on high-value services is the key to scaling. Delegation is a Revenue Generator: Doing low-value administrative tasks (like replying to Instagram DMs for three hours a day) actually costs you money. Outsourcing these tasks frees up your time to focus on high-level growth. BEST MOMENTS "I dare you to name one pet business owner that has not started their business because of a dog or because it was influenced by some kind of animal within their space."  "Follower count does not equal revenue, and it doesn't equal marketability."  "More clients isn't going to fix your business; it's going to break it harder, and you're going to resent the thing that you have built."  "You don't go into local supermarkets and say, 'Why does this bread cost this? Surely you can do me a deal.' The moment you start allowing yourself to be negotiated on price, you end up with lower-quality clients."  "Choose your hard. You can either go hard in a direction that's actually going to get you a better outcome... or you can just keep going hard in the direction that you're already doing and be in the same space for the next 12 to 24 months."  Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/  https://www.tiktok.com/@petbusinessdisruptors  https://www.youtube.com/@PetBusinessDisruptors  This Podcast has been brought to you byDisruptive Media .https://disruptivemedia.co.uk/ HOST BIO

There's no such thing as a fussy dog — only a symptom nobody has bothered to investigate. Sally Barker, The Canine Dietician, joins Clayton to dismantle the fear-driven marketing pulling dog owners apart from both sides of the feeding debate. Sally shares her journey from "kibble-bashing warrior" to a deliberately middle-ground consultant who refuses affiliate codes and product launches. The conversation digs into why nutrition isn't a feeding method, the real problem with vets selling food, the danger of overfeeding fresh diets to giant-breed puppies, and why over-supplementation and probiotics are often doing more harm than good. You'll come away better equipped to see past buzzwords like "human grade" and "clean ingredients," to understand when prescription diets genuinely earn their place, and to recognise that management often beats chasing an impossible cure. Above all, it's a reminder that meeting owners at their budget and circumstances serves dogs better than shame ever could. Tune in for a refreshingly honest, myth-busting conversation that puts the everyday dog owner back in the middle. KEY TAKEAWAYS Stop picking food by its ingredients list — Sally's EPI client nearly fed a "clean ingredients" diet at 28% fat that could have caused a medical emergency, when the overall nutritional profile is what actually matters. Treat prescription diets as a bridge, not a life sentence — they exist to stabilise a dog from A to B, but owners are too often left stranded on them for years with no plan to find the root cause. Introduce variety to puppies slowly and deliberately, from around five to six months, adding one thing per week like a child weaning — not a random pile of blueberries, oils and supplements that disrupts a developing gut. Audit your supplements ruthlessly — you can't out-supplement a bad diet, multivitamins stacked on already-fortified food can hit toxic levels, and most probiotics should be a short "dump" course, not a daily forever habit. Change your vet over how they treat you, not because they disagree with you — a good vet welcomes questions and explains their reasoning, and questioning isn't the same as always getting the answer you wanted. STANDOUT QUOTES "There's no such thing as a fussy dog — it's always either physiological, behavioural or a mixture of both." "So these parasites that have been around roughly 70 million years are all of a sudden outdone by a rabbit's ear?"  "Companies thrive off fear, shame and guilt to sell a product — because it sells and it works." "If you have to knock on my door to tout your religion, is it so good?" (on fear-based dog food marketing) "Nutrition doesn't equal a feeding method." About the Podcast / Host 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 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. ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠YouTube⁠ This Podcast has been brought to you by Disruptive Media. ⁠https://disruptivemedia.co.uk/

In this episode of Pet Business Disruptors, host Clayton sits down with Phivo, founder of Augustine Approved and creator of the Canine Masters natural pet health event in Melbourne, Australia. Fivos shares how he stumbled into the pet industry after his own dog fell ill, and how that led him to become the first in the world to certify a dog food/supplement range to human organic standards — a process regulators initially thought was absurd. The conversation ranges widely: the shift from "pet food only" to "human-grade" marketing (and how that term has since been diluted), the realities of selling into big retail chains, the launch of his new "Great Dog Health Debate" podcast series, and this year's Canine Masters lineup including Dr Judy Morgan and fermentation expert Billy Hoekman. They also get into meatier (literally) industry issues — MDM vs. whole cuts in pet food, the overuse of flea/tick and probiotic products, the limits of AI-generated content, and why "natural" and "sustainable" have become close to meaningless as marketing terms. Building the First Certified-Organic Dog Food Brand : Phivo explains how Augustine Approved began as an attempt to make fresh, home-delivered, fully certified organic dog food — a category that didn't really exist in Australia at the time. Getting certification and factory approval took roughly 12 months and required convincing regulators a rigorous human-grade standard was even worth applying to pet food. The Problem With "Human Grade" and Other Marketing Buzzwords : Having helped popularise "human grade" as a pet food term, Phivo is candid about how far the phrase has drifted from its original meaning — pointing out that technically, hot dogs and chicken nuggets are "human grade" too. The same critique is applied to "natural" and "sustainable," which he argues have become marketing shorthand with little real regulatory teeth behind them. Meat Quality, MDM, and Why Labels Don't Tell the Full Story : A deep-dive into how industrial meat processing (e.g. mechanically deboned meat/MDM vs. whole cuts) changes how pet food behaves nutritionally, even though ingredient panels may simply list it all as "beef" or "chicken" — making label-reading alone an unreliable guide to quality. Personal Branding and Building Customer Trust : Phivo discusses why he chose to put his name and face to Augustine Approved rather than stay behind the brand, and how two decades of direct, personal customer relationships (in his prior 22-year wholesale business) built long-term loyalty in a way anonymous e-commerce struggles to replicate. Launching the "Great Dog Health Debate" Podcast : A new video podcast format where the industry nominates natural-health vs. conventional-veterinary figures to debate respectfully, aiming to inform audiences rather than "win" arguments. Dr Nick Thompson is lined up as an early guest. Canine Masters 2026 : Details on this year's natural pet health expo in Melbourne (Capital Theatre, October 31st), featuring Dr Judy Morgan as headline speaker, along with Billy Hoekman, Caroline Ingraham, and Lee Carroll ("the mushroom guru"). Skepticism Toward Studies, Regulation, and AI-Generated Content : Phivo and Clayton discuss how commercial incentives shape which studies get funded (and which don't), the gap between "legally safe" and "actually safe," and the risks of relying on AI to generate health content without the underlying expertise to fact-check it. "I felt like to get out there and for people to have trust, I needed to put my name and face to it — so they know that if there's an issue, they can contact someone." "Safe in the legal term means that the regulators have said 'you need to tick these boxes' — and if you tick those boxes, it's approved. But at the end of the day, it's only once those products go to market that we really find out what the real-world consequences are." "If you actually know what you're doing and you're really good at what you're doing, there's absolutely no problem handing out your information for free." Guest Resources augustineapproved.com thedoghealthguy.com Canine Masters event — Melbourne, Capital Theatre, October 31st About the Podcast / Host 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 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. LinkedIn | TikTok | YouTube This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode of Pet Business Disruptors, host Clayton interviews Billy Hoekman, the master formulator at Green Juju and a renowned expert in fermentation within the pet food industry.  Billy shares his unique journey into the world of pet nutrition, which began with his own experiences as a dog owner and his quest to understand the best diet for pets. He discusses the importance of microbial diversity in pet diets, emphasizing the benefits of fermentation and how it can enhance gut health.  The conversation also delves into the formulation of Green Juju's products, highlighting their focus on using organ meats like heart, liver, and kidney to create nutrient-dense foods. Billy explains the rationale behind their innovative approach and the significance of providing pets with a varied diet to promote overall health and resilience.  Journey into Pet Nutrition : The guest's journey into the pet nutrition industry began in his mid-20s when he got his first dog. His initial question about what to feed his dog sparked a lifelong passion for pet health and nutrition, leading to over 15 years of experience in the field. Importance of Microbial Diversity : Fermentation is highlighted as a key method for enhancing microbial diversity in pets' diets. The guest emphasizes that a diverse gut microbiome is crucial for overall health, similar to how farm kids are less prone to allergies due to their exposure to various microbes. Innovative Approach to Probiotics : Unlike traditional single-strain probiotics, the guest advocates for using whole food cultures that contain thousands of different microbial species. This approach aims to provide a more comprehensive and beneficial probiotic effect for pets. "I think we need to keep continually pushing on that and going how do we make this better."  "I think any good bacteria is better than no good bacteria." "I would much rather have them do that probiotic intermittently, and then feed a higher fiber diet."  Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/  https://www.tiktok.com/@petbusinessdisruptors  https://www.youtube.com/@PetBusinessDisruptors  This Podcast has been brought to you by Disruptive Media .https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Mike Karsting, Senior Vice President at the World Pet Association (WPA), to dive deep into the world of SuperZoo. Mike shares the rich 76-year history of the event, explaining how it evolved from its humble beginnings in 1950 into the premier pet retail trade show in North America.  KEY TAKEAWAYS A Mission-Driven Event: SuperZoo is organized by the World Pet Association (WPA), a not-for-profit organization.  Strategic Scheduling: Hosting SuperZoo in Las Vegas in August isn't an accident. It is perfectly timed for the sweet spot of holiday season purchasing, occurs right after kids return to school. Quality Over Quantity: Following the COVID-19 pandemic, WPA reset their entire database and instituted stricter vetting processes for attendees. Exhibitors Need a Game Plan: Simply paying for a booth isn't enough to succeed. Exhibitors must engage in pre-show marketing and submit items to the highly trafficked New Product Showcase. Education is a Major Pillar: SuperZoo is not just about buying and selling; it's a massive educational hub. With over 60 sessions starting the day before the show floor opens. BEST MOMENTS "WPA is a not-for-profit, which means all the proceeds that come from the trade shows go back into the industry." "You should not be outside in the middle of the day unless you're at the pool and you have a cocktail in hand." "We essentially started over on our database. We took everybody out, we made everybody reapply for our first year back in 2021... all we're trying to do is exactly what you said, making sure the right people are on the show floor." "Putting something in New Product Showcase... that's the number one destination on all of our research. It's the busiest spot of the show for retailers." "If you just show up at SuperZoo and think you're gonna wing it, you're gonna end up seeing a million things and not remember any of it." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors   This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Jennifer Blaese, the Big Chief behind Green Line Pet Supplies. Jennifer shares her fascinating 14-year journey from designing a modern poop bag holder in her basement to uncovering the harsh realities of biodegradable plastics in anaerobic landfills. Dubbed the "poop bag girl" by her loyal customers, she discusses the challenges of prioritizing ethics and sustainability in the pet industry. KEY TAKEAWAYS The truth about compostable bags: Most compostable poop bags don't actually break down in standard anaerobic landfills; genuine sustainability requires consumer education and transparent marketing. Embrace your niche identity: Leaning into quirky titles like Jennifer proudly accepting the moniker "the poop bag girl" can build strong brand recognition and approachability in retail settings. Treats shouldn't be toxic: Developing healthy, low-sugar treats like Wiggle Whip requires rigorous sourcing and often means rejecting standard manufacturing shortcuts, such as using corn syrup or unethically sourced milk. Customer feedback is gold: Direct, honest feedback from the field, whether at a trade show or from a cold call, is incredibly valuable for refining product packaging and design, sometimes even more valuable than an immediate sale. Regional distributors champion small brands: Partnering with smaller, regional distributors often provides better brand support and alignment than battling for attention in massive, heavily consolidated distribution networks. BEST MOMENTS "That's when we became garbage nerds. I will judge you based on if you recycle and how you handle your garbage." "When I walk into a store, you won't remember my name, but you will remember I'm the poop bag girl." "Feedback from a customer, regardless of if they buy from you, is more valuable than a sale." "Why are we trying to tackle things that are so hard? ... From somebody who has been in the treat sector, treats are hard." "If you want to get out of a contract, you can legally. And so if people are going to screw you, they're going to screw you. So just make it easy. If you're going to screw me, just do it to my face and we can walk away." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors   This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

What if the person you trust most with your pet's health knows the least about what's on their plate? Jessica Fisher, host of The Pet Parenting Reset, joins Clayton to challenge the comfortable assumptions baked into the pet industry. This wide-ranging conversation digs into the nuance the industry often skips: the real risk-versus-reward debate around HPP, why "complete and balanced" was always a flawed promise, and the case for micro-layering products instead of one-size-fits-all feeding. Jessica also shares how a single YouTube comment redirected her career, and why she now champions home diagnostics and bioenergetic testing. You'll come away with a sharper view on combination feeding, why consistency matters more than perfection, and how to position your products for owners who want to be empowered rather than preached at. Above all, it's a reminder that meeting pet parents where they are beats demanding perfection they can't sustain. Tune in for a candid, myth-busting discussion that respects both the science and the realities of modern pet ownership. KEY TAKEAWAYS Weigh HPP as risk versus reward, not as a dealbreaker — Jessica and Clayton agree there are far worse industry practices being ignored while HPP gets disproportionate attention from the holistic community. Build products around micro-layering rather than a single complete-and-balanced bag, letting owners rotate proteins and add supplements on top — this is where the supplement and raw markets genuinely add value. Position yourself as the head of your pet's care team, hiring and firing your vet, groomer and nutritionist accordingly — diagnostics and emergency care are a vet's strength, but nutrition usually isn't. Get baseline blood work done early in a pet's life, not just when something goes wrong, so you have a healthy benchmark to compare against later. Charge fairly for genuinely valuable advice — Jessica finds free recommendations get ignored, because owners with no skin in the game rarely follow through or value the outcome. QUOTES "You can't be everything to everyone all the time, and when you try to do that you're nothing to no one." "I went to my veterinarian and said this is what I'm doing, how can I balance it, and she looked at me and said: I don't know, maybe add some tomatoes." "You have pet stores with better nutritional knowledge than the vet." "You can't patent eat uterus, you can't patent take dandelion root." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

When the traditional system tries to box you in, sometimes the only option is to forge your own path. This conversation dives deep into what happens behind the closed doors of modern veterinary clinics, exploring the intense regulatory pressures that force practitioners down a strict pharmaceutical route long before alternative options can even be considered. From leading a small-town dog protest to facing an astronomical corporate fine for sharing home remedies online, the journey from conventional clinic life to building a massive digital community is packed with eye-opening truths. Discover the unexpected, science-backed power of everyday staples like slippery elm, local honey, and medicinal mushrooms for tackling stubborn ear infections, acid reflux, and chronic inflammation. It is a candid look at the delicate balance between managing a profitable pet business and empowering owners with accessible, holistic health choices that put animal wellness first. Key Takeaways Traditional veterinary frameworks heavily restrict practitioners, often mandating that specific pharmaceutical drugs are prescribed first before any natural or alternative treatments can legally be offered to patients. Sharing honest critiques of corporate pet food funding and advocating for affordable home remedies can lead to massive professional backlash and heavy regulatory fines from veterinary colleges. Building an online presence through raw, educational video content can create a powerful feedback loop, allowing direct communication with pet parents to develop highly targeted, effective natural supplements. Simple, natural remedies like slippery elm for digestive issues, green tea for ear infections, and raw honey for bladder issues frequently offer safer, highly effective alternatives to harsh conventional drugs. The shift toward corporate ownership in the veterinary medicine sector has fundamentally transformed clinics into high-pressure business environments focused on transaction margins and diagnostics. Quotes You sure can't be critical of other veterinarians you can't use the word affordable. If you've got a holistic product then no you're not allowed to use that you have to use what they tell you to use. I felt that in these newsletters i'll just be a little bit more honest and open. The more we can do to sort of yeah not do that the better and and look i think the internet age has changed that because there is people like you out there. It's coordinating a whole bunch of body systems working way better and yeah and there's less pain and inflammation. HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

When a traditional remedy defies standard pharmaceutical paradigms, it turns heads—and when it works wonders on pets, it changes lives forever. We sit down to explore the incredible journey of a transdermal extract derived from traditional Cook Island remedies. Originally developed for human bone and soft tissue repair, this unique blend of hibiscus and coconut oil has created an entirely new category in animal care. The formula acts systemically to coordinate cellular healing, leading to remarkable pain reduction and mobility improvements. With no placebos in the animal kingdom, the undeniable results have seen the product rapidly expand across American veterinary practices. Discover the science, the ancestral heritage, and the undeniable passion driving this natural healing revolution. Key Takeaways The formula is a natural transdermal product consisting solely of a specific hibiscus extract and coconut oil. Rather than supplying stem cells or specific pharmaceutical markers, the extract appears to coordinate the repair process amongst existing cells. Efficacy is highly visible in the animal space because pets cannot experience a placebo effect, providing authentic proof of reduced pain and increased mobility. Securing global patents involved overcoming international objections by providing clear traditional knowledge and robust preclinical data. The company's massive growth in the US market has been driven by grassroots education and direct partnerships with integrative veterinarians. Quotes "We aren't actually injecting or specifically activating stem cells it just seems to coordinate healing." "The animals there is no such thing as placebo with animal right dogs cats horses whatever it may be they're either good or they're not." "It would be a bit like everyone going in and putting out a fire where they all randomly grab a bucket." "We are like a last ditch effort and you know it just works is what we say." "The older you get and the more mature your tissues are the less well coordinated they repair." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Ever wondered why every bag of cat litter now says "senior" or why "human grade" meat is often just industrial hamburger? Jordan Tyler joins the show to strip away the glossy marketing and get real about the science of pet food. We explore the "Me Too" mimicry of global pet expos and the frustrating lack of transparency regarding processing aids like carrageenan that never make it onto the label. This episode tackles the tough questions: Is synthetic nutrition actually more sustainable than "natural" sourcing? Why are producers afraid to talk about specific meat cuts? From the black box of US recycling to the exciting future of cellular longevity, this conversation is a must-listen for anyone tired of being "blitzed" by marketing spiel. It’s time to move past the natural buzzwords and focus on the systemic challenges facing pet health today. KEY TAKEAWAYS Most pet food innovation is actually "marketing innovation," where brands add labels like "Senior" to standard products without changing the underlying formulation. The term "human grade" is legally complex; to be genuine, every ingredient and the facility itself must meet human standards, but many brands use "sourced from" as a linguistic loophole. Industrial pet food often uses emulsifiers and processing aids that aren't required to be listed on the label, obscuring how the product is actually manufactured. Average home-cooked pet meals often lack the bacterial safety standards and nutritional consistency of professional industrial production, risking long-term pet health. True innovation is shifting toward "high-alignment" products like venison blood powder and a deeper focus on cellular longevity and functional whole foods. QUOTES "Pet food is 90% marketing, 10% reality." "Human grade is the same as pet food grade... it's the most meaningless claim ever." "Just because something sounds better doesn’t mean it necessarily is... arsenic is pretty natural." "We naturally take it, stick it through a processor... and pump it into little pellets. It's highway robbery." "Our passion needs to meet demand. Are there enough people demanding this thing that you're so passionate about?" HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

It isn’t every day you meet an insurance agent who decides to trade the office for a goat farm, only to end up building his own freeze-drying machinery from the ground up. Ashton Hood of Shepherd Boy Farms joins the show to share how a chance encounter with raw goat milk transformed his family’s agricultural roots into a high-tech pet food powerhouse. We explore the grit required to dismantle and rebuild complex machinery when "sight unseen" purchases go wrong and why controlling every step of production—from dicing to third-party lab testing—is the secret to outperforming mass-produced brands. Whether it is the ethical sourcing of alligator and lobster or the strategic decision to stick by independent brick-and-mortar stores, this conversation is a masterclass in staying lean, staying grounded, and out-innovating the competition. Key Takeaways Success in the pet industry often comes from solving your own problems, much like how raw goat milk cleared up a family dog's tear stains in just seven days. Bootstrapping a business forces an intimate understanding of the process; learning to build freeze-dryers from scratch turned a technical hurdle into a massive competitive advantage. Freeze-drying is far more complex than simple dehydration, requiring precise control over ice crystal structures to maintain 97% of the original raw nutrition. A dual strategy of high-quality co-manufacturing alongside a dedicated brand can fund growth without the need for diluting ownership through outside investment. Protecting independent retailers by controlling Amazon presence and avoiding big-box "price wars" builds a loyal, educated customer base that values quality over a cheap price tag. Quotes "I have this expensive piece of machinery that is worthless at this point... I’m going to take this thing apart and I’m going to put it back together and I will figure it out." "It’s not just the quality of meat. It’s also about the whole processing angle of it." "We built slow, we built a really good foundation... I think we’re in a good spot to where we will withstand that cycle whenever it comes." "Service is a thing of the past anymore... have the best service out there, have a good price, a fair price, and have the best product." "You can’t put freeze-dried on the shelf and expect it to sell sitting next to a bag of doesn’t matter what... they have to be educated." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton interviews Shane Bartlett, Head of Sales and Senior VP at Teutonics. They explore Shane's unconventional career path, from a New Zealand carpet factory to teaching English in 1990s Poland, and how it shaped his sales philosophy. Shane shares his entry into the pet industry after discovering raw feeding for his Border Collie, Enzo, in 2009. KEY TAKEAWAYS Distributors provide access, not brand building: Relying solely on a distributor to sell a product is a misconception. Brands must educate retailers and create demand themselves. The power of the "secondary reason": In sales, having a casual reason to be in a store, like buying a toy for a dog, breaks the ice better than a direct cold pitch. Trade show strategies must evolve: Showing up to massive events like Global Pet Expo without pre-booked meetings and a clear strategy is a fast way to burn through a budget. Teaching English translates to sales: Shane's years teaching English as a second language using a question-based method translated perfectly into consultative sales techniques. Veterinary clinic conflict of interest: There is a notable conflict of interest when veterinary clinics, acting as health authorities, push highly processed kibble for profit. BEST MOMENTS "I think a large part of sales is asking the right questions, being a good listener, and being involved in that discussion." "I would say it's comparatively easy to sell in. It's much, much harder to sell out. That's where the rubber hits the road." "I think there is always a misconception that distributors are going to build the market for you." "They make the market accessible, make it easy for you to get into the market, but you still have to have the boots on the ground with the stores." "Raw food's the best thing you can do for a dog." "Have you ever seen a dog cook its food?" "I ain't got time to sell your shit." "If I really like it, I will, but you're relying on me to really like your product 'cause I have a warehouse full of shit here." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Christian Greninger, the founder of Undique.us and QuailOS.com. Christian shares his fascinating transition from working as an IT engineer in Ireland to building a nationwide network of 14 quail farms across 10 US states. He discusses how neighborhood restrictions on chickens led him to raise quails, which eventually blossomed into a thriving business creating single-ingredient dog treats and cat toys.  KEY TAKEAWAYS Turn a hobby into an enterprise: Christian originally started raising quails simply to have fresh eggs when chickens weren't allowed in his neighborhood, which organically scaled into a massive pet treat business. Adopt a zero-waste approach: Undique.us ensures no part of the animal is wasted by using the meat and eggs for dog treats, feathers and wings for cat toys, and the waste for organic garden fertilizer. Automate your compliance: Drawing on his IT background, Christian built QuailOS to automate the tedious National Poultry Improvement Plan reporting, turning 6,000 minutes of manual paperwork into a single click. Create unique educational revenue streams: Beyond standard pet treats, Christian expanded his business with "Rent-A-Hatch". This service provides families and schools with incubators and eggs for a hands-on hatching experience. Build a collaborative network: Instead of operating entirely alone, Christian built a collaborative network of 14 farms to efficiently fulfill nationwide orders and support other rural agricultural businesses. HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Rik Cridland, the founder of HayPigs!. Rik shares his journey from studying industrial design and creating film merchandise to revolutionizing the small pet market. After rescuing two guinea pigs with his wife, Rik realized the pet industry lacked fun, high-quality, and colorful products specifically for small animals.  KEY TAKEAWAYS Rik founded HayPigs! after noticing that small animal products in pet shops were often dull and lacked the creativity commonly seen in dog and cat toys. Instead of catering to all pets, HayPigs! chose to champion guinea pigs, proving that specializing in a specific niche can build a highly dedicated customer base. Rik explains the difficulties of getting niche products into large retail stores and the benefits of selling directly to consumers through their own platform. Applying his background in industrial design and promotional merchandise, Rik focuses on creating products that are not just functional but also visually appealing, memorable, and fun. Engaging directly with guinea pig owners and creating shared experiences has been a crucial element of the brand's growth and long-term survival. BEST MOMENTS "I've always been a sponge for learning and when I stopped learning I probably get itchy feet." "I'm going to champion the little guys 'cause no one's done guinea pigs and I don't understand why, maybe the market's too small." "The worst thing you can be is a generalist." "There's only one value to products and ideas and that's sales at the end of the day." "You can think you've got it right, you can think it's really easy, you can think you've done your research and tested it with people, but until you get it out there with the great public, you don't get the feedback completely." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton 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 Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/  https://www.tiktok.com/@petbusinessdisruptors  https://www.youtube.com/@PetBusinessDisruptors  This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton interviews 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/  https://www.tiktok.com/@petbusinessdisruptors  https://www.youtube.com/@PetBusinessDisruptors  This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews 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 Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Krysta and Jeff, the owners of Pug and Hound Apothecary, a unique pet store in Geneva, Illinois. They delve into their journey from various jobs to establishing a business focused on holistic pet care, emphasising the importance of quality supplements and nutrition for pets. Krysta shares her background as a vet tech and how her experiences with her dog Bruce inspired their product offerings. Jeff discusses their approach to sourcing products, prioritising quality over price, and the challenges of competing with larger retailers. KEY TAKEAWAYS Both Jeff and Krysta have diverse backgrounds that led them to establish Pug and Hound Apothecary. Krysta's journey began with a desire to be a vet, leading her to gain extensive knowledge in pet nutrition and health, while Jeff's experiences in various jobs and a passion for dog care culminated in their partnership. Pug and Hound Apothecary prioritises high-quality products, refusing to carry items with harmful ingredients like sugar or synthetic additives. They emphasise the importance of sourcing and vetting products to ensure safety and efficacy for pets. The business thrives on building relationships with customers through personalised consultations. They take the time to understand each pet's unique needs, which fosters trust and loyalty, distinguishing them from larger retail chains. The store offers a wide variety of products, including unique and unconventional items, which helps attract customers. They continuously assess and adapt their inventory based on customer feedback and market trends, ensuring they meet the diverse needs of pet owners. Operating a specialised pet store comes with challenges, such as managing inventory and navigating distributor relationships. The owners acknowledge the difficulties of competing with larger retailers and emphasise the importance of being a trusted resource for pet care knowledge and products. BEST MOMENTS "I wanted to be a vet and my parents told me not to be a vet." "People are going to come for you. Hear about the technical side of the supplements." "There's a lot of crap out there. The supplement industry is inundated with just muddy waters." "If something's inexpensive, it's not going to be any good." "You might save a few bucks up front, but most of the time that's going to cost you a lot more in the long run." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Clayton interviews Lee Bridges, co-founder of Play9 and creator of the innovative Roolo activity ball. Lee shares his journey from being a musician and running an entertainment agency to launching a successful pet product that has garnered significant traction in the market. They move to discuss the challenges of bootstrapping a business, the importance of community in the pet industry, and the unique features of the Roolo ball that make it a game-changer for dog owners. KEY TAKEAWAYS Emphasising the importance of community within the pet industry, the discussion highlights how collaboration among businesses can lead to greater success rather than competition. The creation of the Roolo activity ball stemmed from personal experiences with a pet, showcasing how identifying a problem can lead to innovative solutions. The process involved rapid prototyping and testing with various dog breeds to refine the product. The founders have chosen to bootstrap their business, avoiding outside investment to maintain control and quality. This approach has allowed them to navigate challenges while focusing on product integrity and customer satisfaction. Plans for expansion include launching treat products specifically designed for use with the Roolo ball, as well as a smaller version of the ball for small dogs. This strategy aims to create a consumable product line that encourages repeat purchases and enhances customer loyalty. BEST MOMENTS "I think it's almost as revolutionary as the Kong was when it came out." "I reckon we could do this, we can make something ourselves." "We wanted to come up with something so they're not circular, they're like slightly cylindrical." "It's the first time I've felt like the business is pulling as opposed to pushing." "I see some of the stands where they're just trying to make a sale." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton sits down with Helen Wainwright and Lee Hobbs from the Dog Trainer School. They discuss the challenges faced by dog trainers, including the lack of resources and support after certification, and how they aim to fill that gap through their membership program. The episode also touches on the importance of community, collaboration, and the evolving landscape of dog training, emphasizing the need for trainers to adapt to new trends and focus on their strengths. KEY TAKEAWAYS The organisation emphasises a positive and inclusive community among dog trainers, encouraging open conversations about pricing and methodologies without negativity or gatekeeping information. The dog training industry is evolving, and it's crucial for trainers to stay updated on new trends and practices. The founders actively engage with other professionals, such as veterinarians, to understand market shifts and client needs. While many trainers start as generalists, there is a growing recognition of the importance of specialization. Trainers are encouraged to focus on their strengths and interests, whether that be in specific training methods or types of dogs. The importance of practical application in dog training is highlighted, with a focus on real-world experience. Trainers are encouraged to test techniques in the field and share their findings with the community to foster growth and confidence. BEST MOMENTS "I really struggled to find resources and just ideas or inspiration." "We were really, really keen not to gatekeep information." "It's an unregulated industry, so you become certified, approved, whatever, but then you're on your own." "Toxicity breeds toxicity, doesn't it? So if we don't do it, if it doesn't exist, you don't have to get rid of it." "We purposely listen to the industry and our members." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews Lindsey John Taylor (Co-Founder) and Karla Pearson, Director of OxyPet, a company specialising in oxygenated spring water for pets. Lindsey shares his personal health journey that inspired the creation of OxyPet, detailing his experiences with severe blood clots and the transformative effects of breathwork and hydration. They also explore the unique properties of OxyPet's nano-bubble oxygen spring water, its benefits for pets, particularly brachycephalic breeds like French Bulldogs, and the importance of hydration for overall health. KEY TAKEAWAYS Lindsey's journey with OxyPet began after experiencing severe health issues, including blood clots, which led him to explore breath work and the benefits of hydration, ultimately inspiring the creation of oxygenated water for pets. OxyPet uses a patented nano-bubble oxygen machine to infuse natural spring water with ten times the levels of dissolved oxygen, enhancing hydration and purportedly providing health benefits for pets, particularly brachycephalic breeds. The product has shown promising results in trials with dogs suffering from various health issues, including breathing difficulties and skin conditions. Testimonials from pet owners highlight significant improvements in their pets' health and well-being after using OxyPet. OxyPet is committed to sustainability, using bottles made from prevented ocean plastic and packaging made from sustainable forestry. The production process implements eco-friendly practices, including solar and wind energy. BEST MOMENTS "I just completed climbing Kilimanjaro, and I suffered two severe blood clots. I found a new appreciation of oxygen." "We take a natural spring water from Cornwall, and infuse the spring water with nano bubbles." "There is no placebo with animals. What you see is what you see.” "I had to do something about it. I was like, right, I really like the sound of this." "If you've got a flat-faced breed, then it's advisable that having OxyPet every day would really suit them." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton sits down with Billy Bosco from Pet King Brands, the family-owned company behind the well-known Zymox product line. Billy shares the inspiring story of how his mother started the business 26 years ago, driven by a personal need to find a solution for their German shepherd's recurring ear infections. They also take a look at the unique enzymatic technology behind Zymox, its journey from a basement operation to a recognized brand in veterinary and retail markets, and the challenges of navigating FDA regulations. https://zymox.com/ KEY TAKEAWAYS The company, Pet King Brands, was founded 26 years ago by a mother who developed the Zymox product line after seeking a solution for her dog's recurring ear infections. The business started in her basement and has grown significantly since then. Zymox products utilise a proprietary enzyme system (LP3) that targets bacteria, fungus, and yeast without harming healthy tissue. This system is based on enzymes naturally found in the immune systems of both humans and dogs, making it effective and safe. Initially, the company focused on veterinary markets, as retail and e-commerce were not as developed. Over time, they transitioned to retail to reach a broader audience, but faced challenges in educating retail staff and consumers about their products due to FDA regulations. The company sees potential for growth in both the U.S. and international markets. They aim to penetrate the market further by increasing consumer awareness of their enzyme-based solutions and expanding their product offerings, including new applications for existing enzyme systems. While e-commerce, particularly through platforms like Amazon, has become a significant sales channel, the company recognises the importance of maintaining a presence in brick-and-mortar retail to build trust and personal connections with consumers. BEST MOMENTS "Zymox got its start because my mom was a hoarder of animals growing up. We had a German shepherd that had serious reoccurring ear infections." "It's almost like a pride point at this point to know we're still family owned and operated." "The day we finally learned and convinced consumers that these enzymes are able to work, I think we could have endless growth in the US." "We always have to be very surface level and we have to rely on consumers to want to take a risk or investigate the product." "Amazon is like the power that be. It can give us and it can take us." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton engages in a lively conversation with Sherry and Carly, known as the Pet Shop Girls, who share their unique experiences as independent pet store owners in the U.S. and Canada. Sherry, owner of Odyssey Pets in Dallas, Texas, and Carly, who runs a holistic pet store in Regina, Saskatchewan, discuss the challenges and triumphs of navigating the pet industry, especially in the wake of COVID-19. They delve into topics such as the importance of customer service, the impact of social media on business, and the differences in pet food regulations between North America and Europe. KEY TAKEAWAYS Sherry operates a large pet store in Dallas, Texas, offering a wide range of services including grooming and daycare, while Carly runs a smaller, holistic pet store in Regina, Saskatchewan, focusing on retail and consultations. This highlights the different approaches independent pet retailers can take based on their market and size. Both Sherry and Carly emphasise the value of community among independent pet professionals. They have created a Facebook group, Indie Insider, to share knowledge and support each other, which helps them stay informed about industry trends and innovations. Carly discusses her commitment to educating pet parents about pet nutrition, using tools like a grading chart for kibble. This approach not only helps customers make informed choices but also positions her store as a trusted resource in the community. Sherry shares strategies for competing against larger pet retailers, such as focusing on customer service, knowledge, and agility in adapting to market changes. This adaptability allows independent stores to respond quickly to consumer needs, unlike larger corporations. Both retailers maintain a strong stance on the quality of products they carry. Sherry avoids mid-grade kibble to ensure her customers trust the healthiness of her offerings, while Carly has seen success with raw food sales, indicating a growing trend towards healthier pet diets among consumers. BEST MOMENTS "I started studying nutrition and I certified in pet nutrition and I certified in raw nutrition and then advanced canine nutrition." "I want people to walk in and trust that the products that I have are healthy." "If you don't keep up with the times, you're going to find out eventually that what you're doing isn't working." "We are the ones that are steering the industry and making it interesting." "I can't sell a mid-grade kibble. I need to be able to sleep at night." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton interviews Karla Pearson, the founder of the No Bull Facebook group, which has grown to over 100,000 members in just six years. Karla shares her journey of becoming a passionate advocate for dog health after her own experiences with her dog, Betty. She discusses the challenges of managing a large online community focused on holistic pet care, emphasising the importance of creating a safe and supportive environment for pet owners. KEY TAKEAWAYS The No Bull Facebook group has grown organically to over 108,000 members in nearly six years, primarily through word of mouth and the trust built within the community. The group emphasises providing non-judgmental, evidence-based information about dog nutrition and health, aiming to create a safe space for pet owners to ask questions and learn without fear of ridicule. A dedicated team of moderators ensures that discussions remain respectful and constructive, actively managing conflicts and discouraging negativity, including the use of passive-aggressive reactions like laughing emojis. The group promotes a holistic view of dog care, encouraging members to consider natural alternatives and make informed decisions about their pets' diets and health, while also recognising that not all dogs can be fed the same way. Plans for the future include launching a website to provide more resources and information, seeking sponsorships to support the group's operations, and continuing to help pet owners navigate their dogs' health challenges. BEST MOMENTS "I just wanted to do everything in my powers to keep her as healthy as possible." "We are very, very strict on our rules." "There is no such thing as a stupid question because if you don't know the answer, how are you going to find out unless you ask?" "I think the one thing that always comes through with my group is that it still feels like a warm, friendly place to be." "I think if we all strive to do the best that we can with our budgets and our lifestyle, feed as fresh as you can." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton sits down with Emily Mugford, the new CEO of the Company of Animals, to discuss her unique journey from being a small animal veterinarian to leading a well-established pet product company founded by her father, Roger Mugford. Emily shares insights into the challenges and rewards of transitioning into her new role, the evolution of the Company of Animals over the past 45 years, and the importance of understanding the psychology behind dog training. KEY TAKEAWAYS Emily Mugford, daughter of Roger Mugford, has transitioned from being a small animal vet to the CEO of the Company of Animals, a company founded by her father 45 years ago. She has a strong veterinary background and has taken on a leadership role in the family business, focusing on succession planning and company growth. The Company of Animals has evolved from primarily dog training to a broader focus on animal behaviour and lifestyle products. The Halty Head Collar, designed to help stop dogs from pulling, remains a flagship product, while the company has expanded its range to include various training and lifestyle items. The company has successfully expanded its operations internationally, with distribution in the US, UK, Netherlands, and Australia. This growth has been facilitated by the use of third-party logistics (3PL) providers, allowing for more efficient distribution without the need for physical warehouses in every location. The US market presents unique challenges due to its size and fragmentation. While the Company of Animals has established a presence, competition from well-known brands and the need for greater brand awareness remain significant hurdles. BEST MOMENTS "I think the problem isn't with veterinarians, it's with the larger corporate industry." "If something goes wrong, it can be fixed, it can be sorted." "We want to be long-term partners with people, not just short-term, flash-in-the-pan affairs." "I think we can be proud that many of our products have enabled those families to stay together." "It's a much scarier role, but do you know what, like nothing dies." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/