Afleveringen
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In this episode of Pet Business Disruptors, host Clayton interviews Graham Matheson, co-founder of Tvati, a herbal medicine originating from the Cook Islands. Graham, a medical doctor with a background in orthopedic research, shares his journey from sports injuries to developing a natural remedy that promotes bone and soft tissue healing. He discusses the unique properties of Tvati, its application in both human and veterinary medicine, and the challenges of securing patents for a traditional medicine. The conversation delves into the product's effectiveness for pets, particularly in treating injuries and improving mobility, and highlights the company's commitment to sustainable practices in the Cook Islands. Listeners will gain insights into the intersection of traditional knowledge and modern veterinary care, as well as the future plans for Tvati Pet.
KEY TAKEWAYS
Origin of Tvati: Tvati is a herbal medicine developed from traditional Cook Islands practices, focusing on enhancing injury recovery, particularly in bone and soft tissue healing.
Mechanism of Action: While the exact mechanism of how Tvati works is not fully understood, it appears to influence the body's natural repair processes, promoting healing in injured tissues without causing inflammation.
Applications in Veterinary Medicine: Tvati has shown promising results in treating injuries in high-performance animals like racehorses and greyhounds, with feedback indicating improvements in mobility and recovery from both acute and chronic injuries.
Sustainable Practices: The production of Tvatiemphasizes sustainability, with a non-destructive harvesting method that ensures the long-term health of the plant sources in the Cook Islands.
BEST MOMENTS
"We got new bone growing in that defect in one week." - Graham
"It influences the injured tissue where that injured tissue is." - Graham
"If you're a herd animal, you never pretend to be lame because lame animals get eaten." - Graham
"Skepticism that is dismissal is a lot more difficult." - Clayton
HOST BIO
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
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Clayton interviews Kerry Sutherland, the owner and founder of Kerry Sutherland PR, who shares her extensive experience in the pet industry and public relations. With nearly two decades of expertise, Kerry discusses the evolution of the pet market, the changing landscape of media, and the importance of personalized PR strategies. She emphasizes the need for brands to identify their target audience and craft compelling stories that resonate with both traditional media and influencers. As they explore the upcoming Global Pet Expo, Kerry highlights trends in pet care, such as the humanization of pets and the growing focus on enrichment, while also addressing the challenges brands face in navigating the noisy media environment. This insightful conversation offers valuable advice for businesses looking to enhance their media presence and connect with consumers in a meaningful way.
KEY TAKEAWAYS
Evolution of the Pet Industry: The pet industry has significantly changed over the years, with trends shifting from basic pet care to a focus on humanization, technology integration, and enrichment for pets.
Importance of Personalized PR: Effective public relations requires a personalized approach. Brands should avoid generic pitches and instead tailor their communications to specific journalists and media outlets that align with their target audience and product offerings.
Maximizing Media Coverage: Simply obtaining media coverage is not enough; brands must actively promote and amplify their media successes.
Navigating the Changing Media Landscape: The media landscape has shifted dramatically, with a move from traditional print to online and social media.
BEST MOMENTS
"I started K Sutherland PR 13 years ago with kind of a desire to not exclusively focus in the pet industry." - Kerry
"It's really about unique and interesting storytelling on storylines that are national, consumer friendly, easy to digest." - Kerry
"You need to narrowly identify who is our real customer. It is not everyone." - Kerry
"It's harder than ever today... you need to be consistently delivering media pitches." - Clayton
HOST BIO
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
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Zijn er afleveringen die ontbreken?
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Clayton interviews Peter Roy, the managing director of the Nutriment Group, who shares his extensive experience in the pet food industry, particularly in raw feeding. Peter discusses his journey from working as a consultant to leading significant companies in the raw pet food market, including the transformation of Angler Meat Products into Nature's Menu. He highlights the evolution of raw feeding from a niche market to a mainstream choice, emphasizing the importance of convenience and education for consumers. The conversation also touches on the growing supplement market, the differences between dog and cat food consumers, and the challenges of transitioning cats to raw diets. Peter underscores the significance of supporting independent pet retailers and the ongoing innovation within the industry, as Nutriment continues to expand its product offerings and market presence.
KEY TAKEAWAYS
Evolution of Raw Feeding: The raw feeding market has significantly evolved since 2010, growing from a niche market to a mainstream option available in major grocery chains.
Consumer Education and Confidence: There has been a notable increase in consumer confidence regarding raw feeding.
Importance of Independent Pet Retailers: Independent pet stores play a crucial role in the pet food market by offering specialized products and fostering customer relationships.
Market Trends in Treats and Supplements: The treat market has exploded, with a significant increase in demand for natural and premium products.
BEST MOMENTS
"Raw feeding is fantastic for the animal, but it's really inconvenient." - Peter
"We changed the name to Nature's Menu, and we were the first to involve the word nature in pet food." - Peter
"The complete and balanced market went from nothing in 2010 to about 50% of the market share by 2021." - Peter
"The treat market is something that blew up; it's massive." - Clayton
HOST BIO
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
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Clayton and Marina sit down with Alex and Kim, the founders of "Westies and Besties," a niche publication dedicated to West Highland White Terriers. The conversation delves into the evolution of publishing, highlighting the shift towards breed-specific content in an era where consumers crave detailed and specialized information. Alex and Kim share their personal journey, inspired by their beloved Westie, Buffy, and discuss the challenges and triumphs of launching their magazine during the pandemic. They emphasize the importance of providing well-sourced, expert-backed information to dog owners, addressing common misconceptions and health issues specific to Westies. The episode also touches on the broader pet industry landscape, the significance of community engagement, and their exciting plans for a new publication focused on Labradors and Retrievers, showcasing their commitment to serving passionate pet owners worldwide.
KEY TAKEAWAYS
Niche Publishing is the Future: The rise of breed-specific publications, like "Westies and Besties," reflects a growing demand for specialized content as consumers seek more targeted information rather than generalized media.
Community Engagement: Building a loyal community around a publication is crucial.
Importance of Expert Information: Providing well-sourced, expert opinions on dog care, health, and nutrition is essential to combat misinformation prevalent in online forums.
Global Reach of Publications: The digital age allows niche publications to reach a global audience, expanding their market beyond local communities.
BEST MOMENTS
"We had a little Westie called Buffy... that was our sort of inspiration." - Alex
"There's a lot of misinformation out there... having somewhere that is actually a well-sourced, real information is going to be so much better." - Kim
"People want their information quicker than going down to the corner shop to get your newspaper." - Clayton
"We want to be a go-to source for that information." - Alex
HOST BIO
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
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Clayton sits down with Declan O'Keeffe, the founder of Dec's Pets and the Rob the Dog podcast. Declan shares the inspiring journey of his family-run pet business, which began in Wexford, Ireland, in 2018. He discusses the transition from a traditional brick-and-mortar store to a successful online presence, emphasizing the importance of community engagement and exceptional customer service. The conversation delves into the unique characteristics of the Irish pet market compared to the UK, the challenges posed by Brexit, and the evolving landscape of pet ownership and product offerings. Declan also highlights the innovative strategies that have helped Dec's Pets thrive, including their focus on first-to-market products and personalized customer experiences. The episode offers valuable insights into the pet industry and the significance of adapting to changing consumer behaviours.
KEY TAKEAWAYS
Community Focus: Dec's Pets emphasizes building a strong community and providing excellent customer service, which has contributed to its success.
E-commerce Growth: The transition to an online platform during the COVID-19 pandemic has significantly expanded Dec's Pets' reach, allowing it to become a nationally recognized pet brand in Ireland.
Market Adaptation: The Irish pet market is evolving, with a noticeable shift towards premium and raw pet food options.
Challenges of Brexit: Brexit has created challenges for small businesses in Ireland, particularly in terms of sourcing products from the UK. Dec's Pets has adapted by exploring European suppliers and bringing first-to-market products into Ireland, which has helped the business thrive despite the obstacles.
BEST MOMENTS
"We prided ourselves from day one... to sort of build a community and focus on customer service." - Declan
"We have the biggest birthday category for dogs in the whole country." - Declan
"I think the Irish public have an emphasis of really trying to shop local." - Declan
"I think a lot of businesses went out of business during that time." - Clayton
HOST BIO
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
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Clayton discusses the challenges faced by pet owners in the UK rental market with a relocation agent who specializes in finding pet-friendly accommodations. They explore the stark contrast between the high percentage of pet ownership in the UK and the limited availability of rentals that accept pets, highlighting the impact of recent legislation aimed at improving renters' rights. The conversation delves into practical advice for pet owners, including the importance of preparation, securing references, and even creating a "pet CV" to appeal to landlords. The episode also touches on the complexities of property covenants, the subjective nature of landlord preferences, and the evolving landscape of rental properties, particularly in light of new regulations.
KEY TAKEAWAYS
Pet-Friendly Rentals are Scarce: Despite 50% of the UK population owning pets, only about 10% of landlords accept them, making it challenging for pet owners to find suitable rental properties.
Preparation is Crucial: Prospective tenants with pets should have all necessary paperwork ready, including employment references, previous landlord references, and even a "pet CV" that highlights the pet's good behaviour and character.
Legislation Changes: The new renters' rights bill aims to favour tenants, but landlords may still find loopholes to refuse pet ownership.
Networking and Proactivity: Building relationships with estate agents and being proactive in the search for pet-friendly properties can significantly improve the chances of securing a rental.
BEST MOMENTS
"50% of the UK population have a pet, and yet it's around 10% of landlords accept pets."
"Preparation is really important... have employment references in place, stating your salary position."
"It just takes one landlord to say yes, and that is key."
"The Tenant Fees Act in 2019 capped to five weeks... that really didn't help people with pets."
HOST BIO
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
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Clayton interviews Vicky Davis and Jo Moorcroft, the founders of the Canine Business Academy and co-authors of "Let's Talk Dog Business." The conversation delves into their unique journeys into dog training, highlighting Vicky's background in animal welfare and Jo's transition from corporate marketing to dog training. They discuss the challenges faced by dog trainers in a competitive and often chaotic industry, emphasising the importance of specialisation, proper pricing strategies, and understanding one's value. Vicky and Jo share their mission to empower dog trainers through community support and business education, aiming to elevate the standards of the profession and improve the overall experience for both trainers and clients.
KEY POINTS
Understanding Your Value: Many dog trainers struggle with pricing their services appropriately, often undercharging or overpricing without a clear strategy. Specialisation is Key: In a crowded market, specializing in a specific area can help trainers stand out and attract clients who resonate with their expertise. Community and Support: Building a supportive community for dog trainers can help combat the toxic environment often found in the industry. Focus on Business Skills: Dog trainers need to recognize that they are in the business of people, not just dogs.BEST MOMENTS
"Dog trainers are not earning anywhere near enough money, not even a living wage in a lot of cases." - Vicky
"We want to help the industry because it's a bit of a shit show." - Jo
"If you're not true to yourself, you will go down the wrong path easily." - Vicky
"We're in the business of people, not just dogs." - Jo
HOST BIO
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
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Host Clayton sits down with Mark Walden, Head of Partnerships at Agria Insurance, to discuss the evolving landscape of pet insurance and the importance of animal welfare. Mark shares his journey from working in his family's boarding kennels to becoming a passionate advocate for pet health and welfare through his role at Agria. The conversation delves into the challenges faced by the Kennel Club, the significance of ethical breeding practices, and the need for transparency in the insurance industry. Mark also highlights the unique partnerships Agria has formed with various organizations, including assistance dog charities and police constabularies, to promote responsible pet ownership and ensure the well-being of pets.
KEY TAKEAWAYS
Background in Animal Welfare: Mark Walden has a deep-rooted passion for animals, stemming from his family's boarding kennels and extensive involvement in the pet rescue community.
Partnerships with Organizations: Agria Insurance collaborates with various organizations, including the Kennel Club and over 500 rehoming organizations, to provide pet insurance solutions that support animal welfare.
Challenges in the Veterinary Industry: There are concerns about the corporatization of veterinary practices, which can lead to distrust among pet owners.
Importance of Education: Educating pet owners about the benefits of pet insurance and the potential health risks associated with different breeds is crucial.
BEST MOMENTS
"When I judge a dog, in the initial first 30 seconds, you throw the standard out of the way and you assess them purely on its health." - Mark
"It's a very sad state of affairs at the moment because it's the very few bad apples that speak bad against the Kennel Club as a whole." - Mark
"I think there's a lot more people who are interested in independent vets." - Clayton
"We don't claims load on our policy, so we don't want to give people a fright if they've claimed on their policy." - Mark
HOST BIO
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
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Clayton sits down with John Hewitt, owner of Northbound Consultancy and Training and former Marketing Director of G.A. Goldenacres, one of Europe's largest white label dog food companies. They delve into the fascinating world of pet food marketing, discussing the unique strategies employed by Goldenacres to empower independent pet shops with their own branded products. John shares insights on the challenges and opportunities within the pet food industry, including the impact of online sales, the importance of quality ingredients, and the evolving consumer perceptions of pet food brands. The conversation also touches on the significance of education for both retailers and consumers, as well as the role of packaging and branding in driving sales.
KEY TAKEAWAYS
Market Trends in Pet Food: There is a significant shift in consumer behaviour towards pet food, with a growing willingness to spend more on high-quality products.
Importance of Independent Pet Shops: Independent pet shops play a crucial role in the pet food market by offering unique products and fostering customer loyalty.
Challenges of Online Sales: Competing in the online space is becoming increasingly difficult for new brands due to the prevalence of low-margin, high-volume business models.
Consumer Education and Transparency: Educating consumers about the quality and sourcing of pet food is vital.
BEST MOMENTS
"The acceptance of those brands has changed, but there's no denying that label has got to look good on that bag when it's in the pet shop." - John
"I think a lot more brands need to get behind the independents because it's so hard now for normal brands to actually break into retail." - Clayton
"Consumers are willing to spend on pet food if they believe that it is nutritionally superior that it will deliver for their pets." - John
"The problem is that people are going online with stuff that isn't innovative or you can easily substitute with half a dozen other products." - Clayton
HOST BIO
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
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Host Clayton, Sam Muelas, and Caroline Griffiths dive deep into the complexities of the pet food industry, particularly focusing on raw and processed pet foods. They discuss the disparities in nutritional guidelines, the challenges consumers face in understanding pet food labels, and the implications of marketing strategies employed by large corporations. The conversation highlights the importance of education for both pet owners and industry professionals, emphasizing the need for transparency and authenticity in pet nutrition.
KEY TAKEAWAYS
Variety in Pet Food Composition: There is a significant disparity in the composition of pet foods, particularly in raw diets, where different ratios (like 80-10-10 or 85-15) can all be marketed as "complete and balanced" despite varying nutritional content.
Regulatory Focus: Regulatory bodies tend to prioritize hygiene and safety over nutritional quality in pet food, leading to a lack of stringent guidelines regarding the actual nutritional value of the products.
Consumer Confusion: Pet owners often feel overwhelmed by conflicting information from various sources, including veterinarians with differing dietary philosophies (raw, vegan, kibble), making it difficult for them to make informed choices about their pets' nutrition.
Importance of Education: There is a pressing need for better education and clear messaging in the pet food industry to help consumers understand the nutritional needs of their pets and the differences between various types of food.
BEST MOMENTS
"How can there be such a disparity? Same with kibble, by the way." - Caroline
"The complete and balance guidelines are really fairly easy to tick." - Caroline
"It's the Wild West. It's an industry that we love... yet is tarnished with a lot of these brands." - Sam
"Sugar in pet food surely shouldn't be in pet food." - Caroline
HOST BIO
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
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In this episode of Pet Business Disruptors, Clayton engages in a deep conversation with Mike, the Director of Business Development and Operations at Brands Best Friend, an e-commerce agency specializing in the pet industry. They explore the complexities of navigating the ever-evolving e-commerce landscape, particularly on platforms like Amazon, Chewy, and Walmart. Mike shares insights on the challenges pet brands face in establishing a direct-to-consumer presence, the importance of developing a comprehensive e-commerce strategy, and the impact of rising customer acquisition costs. The discussion also highlights the significance of understanding consumer behaviour, the role of trust in online purchasing, and the necessity of adapting to changes brought about by AI and shifting market dynamics. With a focus on integrity and partnership, Mike emphasizes how Brands Best Friend helps brands thrive in a competitive environment while maintaining a commitment to the well-being of pets.
KEY TAKEAWAYS
E-commerce Strategy is Essential: Brands need a comprehensive e-commerce strategy that encompasses various platforms like Amazon, Chewy, and Walmart, rather than focusing solely on one.
Trust and Convenience Drive Sales: Consumers often prefer established platforms like Amazon due to their trustworthiness and convenience, making it challenging for direct-to-consumer (DTC) brands to gain traction.
Cost of Customer Acquisition is Rising: The cost of acquiring customers through digital marketing is increasing, with some brands spending significant amounts per customer.
Adaptability to Market Changes is Key: The e-commerce landscape is constantly evolving, influenced by factors like AI and changing consumer behaviours.
BEST MOMENTS
"There's a big difference between being on Amazon and having an Amazon strategy." - Mike
"You have to understand the pet industry and its history before applying any type of e-commerce knowledge." - Mike
"If you're not where your customers are, you're going to get left behind." - Clayton
"It’s rare for us to enter into retainer model contracts with our brands." - Mike
HOST BIO
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
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Clayton welcomes Caroline Griffith, a seasoned pet nutritionist and former consultant at Nature's Menu. Caroline shares her extensive journey in the pet nutrition field, beginning with her early experiences in a kennel cattery and her passion for canine nutrition. The conversation delves into the evolution of pet food, particularly the resurgence of raw feeding, and the importance of understanding whole foods versus processed options. Caroline discusses the benefits of fresh, lightly cooked diets, the role of supplements, and the significance of maintaining a healthy microbiome in dogs. The episode also addresses common criticisms of raw feeding, including concerns about bacteria and the practicality of raw diets for pet owners.
Promotional offer: petbd10
KEY TAKEAWAYS
Importance of Canine Nutrition: A strong emphasis is placed on the significance of understanding canine nutrition, particularly the benefits of raw and fresh foods compared to processed options.
Raw Feeding and Health Risks: While raw feeding has its advocates, concerns about bacteria such as salmonella are prevalent.
Supplementation: When feeding raw or processed diets, supplementation may be necessary to ensure dogs receive all essential nutrients.
Choosing Quality Pet Food: When selecting shelf-stable pet food, it's crucial to look for high meat content as the primary ingredient and to be wary of excessive additives, particularly those in less bioavailable forms.
BEST MOMENTS
"I started working in a kennel cattery when I was 16... the dogs and the cats taught me the most because I saw them heal." - Caroline
"If raw doesn't work, people hop straight back to processed food without trying the middle option, which could actually be the way forward for the dog." - Caroline
"There's a lot to say about this side of things... there's actually no science that says that it will be transmissible even if it is in there." - Caroline
"You need bone broth... it starts to actually heal the epithelial lining, which is what starts to degrade if the microbiome changes." - Caroline
"If the additives are high... that means there was less in the food to begin with. That's not necessarily good." - Caroline
HOST BIO
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
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Clayton engages in a heartfelt conversation with Kevin Spurgeon, the owner of Dignity Pet Crematorium in Hampshire. They explore the emotional complexities surrounding pet loss and the often-overlooked realities of pet cremation services. Kevin shares the origins of his family-run business, emphasizing the importance of ethical practices and transparency in an industry that can sometimes mislead grieving pet owners. The discussion delves into the stark differences between individual and communal cremation services, the impact of corporate veterinary practices on pricing and choice, and the emotional support provided to pet owners during their time of grief.
KEY TAKEAWAYS
Transparency in Pet Cremation Services: There is a significant lack of transparency in the pet cremation industry, with many pet owners unaware of the differences between individual and communal cremation practices.
Emotional Impact of Pet Loss: The grief associated with losing a pet can be profound, and many pet owners experience feelings of guilt and blame after making the decision to euthanize.
Ethical Considerations in Pet Care: The discussion highlights the ethical implications of how pets are handled after death, including the conditions in which they are stored and cremated.
Corporate Influence on Veterinary Practices: The corporate takeover of veterinary services has led to a lack of choice for pet owners regarding cremation options.
BEST MOMENTS
"When my mum and dad started this, they did so completely askew from what they were doing for many years." - Kevin
"It's about transparency as well. So telling everyone what is going on, giving them the information to make an informed decision." - Kevin
"The veterinary industry has become corporately dominated. This causes a problem for consumers." - Clayton
"If you take that sort of £50 fee for any size of dog's ashes back individually, is that ethical to be charging £400?" - Kevin
HOST BIO
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
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Clayton sits down with Sam Muelas, owner of The Pet Quarter and a prominent figure in pet nutrition on YouTube. The conversation dives into Sam's journey from a failed entrepreneur in finance to a passionate advocate for pet health and nutrition. They discuss the challenges faced by independent pet stores in a market increasingly dominated by private equity and subscription models, emphasizing the importance of product differentiation and ethical practices in the pet food industry. Sam shares insights on the pitfalls of sugar and cereals in pet food, the significance of educating customers, and the need for innovation among pet brands. With a blend of humor and industry expertise, this episode highlights the vital role of independent retailers in promoting quality pet products and fostering a community of pet lovers.
KEY TAKEAWAYS
Independent Pet Shops vs. Subscription Models: There is a growing concern about the impact of subscription models on independent pet shops.
Importance of Product Differentiation: Successful pet food companies need to offer unique products that genuinely stand out in the market.
Consumer Education and Transparency: Educating pet owners about the ingredients in pet food is crucial.
Challenges with Wholesalers: Wholesalers often prioritize their own brands and may not adequately promote or distribute high-quality, independent products.
BEST MOMENTS
"I think the cost per acquisition now is so high, it's crazy." - Sam
"If you say I'm disrupting the pet food industry, you have to actually disrupt the pet food industry." - Sam
"The reality sometimes is that a lot of these businesses have no moat." - Sam
"Don't screw us over. Try not to F people over." - Clayton
"The number one most recommended dog food in the United Kingdom contains sugar." - Sam
HOST BIO
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
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Clayton sits down with David Brown, the CEO and founder of By Teddy, a premium dog lifestyle brand. David shares his entrepreneurial journey, from starting a clothing business at 15 to launching an alcohol-free cocktail brand and eventually transitioning into the pet industry. He discusses the saturated market of dog accessories and how By Teddy aims to fill a gap by offering products that resonate with modern dog owners seeking elevated, stylish options for their pets. The conversation delves into the challenges and strategies of entering retail, including their recent partnership with Pets Corner and their approach to independent stores across Europe.
KEY TAKEAWAYS
Market Opportunity: The pet accessory market is saturated, but there is a growing demand for premium, lifestyle-oriented products among younger dog owners, particularly those who view their pets as part of their family and lifestyle.
Brand Positioning: By Teddy positions itself as a high-end dog lifestyle brand, focusing on quality, design, and functionality. The brand aims to meet the elevated expectations of modern dog owners who seek products that reflect their personal style and values.
Retail Strategy: The brand prioritizes retail and independent trade over direct-to-consumer (DTC) sales. This approach allows customers to physically experience the products, which is crucial for high-value items, and helps build relationships with retailers who can effectively communicate the brand's value.
Product Development: All products are manufactured overseas, primarily in China, where quality and cost-effectiveness are prioritized. The brand emphasizes attention to detail in design, using high-quality materials and custom hardware to differentiate its offerings.
BEST MOMENTS
"It's a massive commitment to make, because if I'm going to spend, let's say, 50 quid on a collar, I need to see it first." - Clayton
"I think there's this kind of like new wave of people coming into the dog world, new dog owners, who have a very, very different relationship to or perception to dog ownership." - David
"Trying to convey that effectively, D to C, is really difficult. If you can actually see it physically in the store, you can feel the quality of it." - Clayton
HOST BIO
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
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Clayton interviews Rachel Spencer, a seasoned pet business coach and journalist with a rich background in media. Rachel shares her journey from journalism to the pet industry, sparked by her unexpected adoption of a lively dog named Daisy. She discusses the evolution of her career, highlighting her passion for helping pet businesses gain visibility through effective publicity strategies. The conversation delves into the changing landscape of media, the importance of storytelling, and the challenges of imposter syndrome faced by many entrepreneurs. Rachel also introduces her online community, "Pets Get Visible," which offers support and resources for pet business owners looking to enhance their marketing efforts.
KEY TAKEAWAYS
Transition to the Pet Industry: The journey into the pet business often starts unexpectedly, as illustrated by the experience of adopting a dog and discovering a passion for pet-related content and services.
Importance of Visibility: Gaining visibility in the pet industry is crucial for business success. Utilizing various platforms, including traditional media and social media, can help businesses reach their target demographics effectively.
Accessibility of Media Coverage: Getting press coverage is more accessible than many believe. With the right approach, businesses can secure media attention without needing to pay exorbitant fees, making it a viable option for small pet businesses.
Community Support: Joining a supportive community, such as a visibility group, can provide valuable resources, coaching, and a sense of belonging, helping individuals overcome self-doubt and gain confidence in promoting their businesses.
BEST MOMENTS
"I help people with visibility and getting themselves out there really and getting the pet businesses noticed." - Rachel
"There's been so much change and I think with online, there's a huge demand for online." - Rachel
"If you're actually looking at like a demographic angle, it is still the right way to go." - Rachel
"I think it's kind of like can be looked at as being quite like unfunky to be in the newspaper compared to TikTok." - Clayton
HOST BIO
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
-
Clayton engages in a lively conversation with Chris and Peter Maxted, the founders of Dog G8, a company specializing in innovative safety gates for pet owners. The discussion delves into the origins of their unique product, which was born out of necessity when Chris's wife ran a pet care business and faced challenges with dogs escaping through open doors. The Maxteds share their journey from concept to market, including their experience at trade shows, the impact of social media on their marketing strategy, and their memorable appearance on Dragon's Den. They also explore the importance of customer service, the challenges of selling a one-and-done product, and their ambitions for international growth, particularly in the U.S. market.
KEY TAKEAWAYS
Product Origin and Purpose: The Dog G8 safety gate was developed out of necessity to prevent dogs from escaping when doors are opened, particularly in homes with multiple dogs.
Market Expansion and Versatility: Initially designed for front doors, the safety gate's modular design allows it to be used in various settings, including caravans, motorhomes, and stairways.
Impact of Social Media and Marketing: The rise of social media platforms, particularly TikTok, has significantly contributed to the product's visibility and recognition.
Direct-to-Consumer Strategy: The business model focuses on selling directly to consumers rather than through traditional retail channels.
BEST MOMENTS
"It sort of came out of necessity that I identified my wife used to run a pet care business from home." - Peter
"We knew that that journey could last between 12 and 24 months to see what was the response to the public going to be." - Chris
"We try hard not to sell through the fear factor. We want it to be a safety product and people to be aware of it." - Chris
"The response to us was phenomenal." - Peter
"We think we have a great product." - Peter
HOST BIO
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
-
Clayton interviews Mark Condon, the founder and owner of iPuppy, a groundbreaking dog training enhancement device. Mark shares the journey of developing iPuppy over the past two years, highlighting its unique features, including a large paw button that sends push notifications and video calls to pet owners when pressed by their dogs. The conversation delves into the training process for dogs, the potential applications of the device in service dog scenarios, and the challenges of bringing a tech product to market. Mark also discusses his background as a financial planner, the marketing strategies for iPuppie, and future product expansions, including the possibility of remote door opening and two-way video calls.
KEY TAKEAWAYS
Product Overview: iPuppie is a dog training enhancement device that allows dogs to press a button connected to Wi-Fi, sending a push notification and initiating a video call to the owner's phone.
Training and Use Cases: Initially designed as a potty training tool, the iPuppie has evolved to serve various purposes, including emergency communication for service dogs and notifying caregivers when a dog needs to go outside.
Marketing Strategy: The marketing approach focuses on reaching dog trainers, service dog handlers, and breeders, rather than the average pet owner.
Sales Channels: Currently, iPuppie is sold through its website, Amazon, and TikTok Shop. The company is exploring additional partnerships and retail opportunities.
BEST MOMENTS
"It's the only thing out there on the market that has the push notification in the video." - Mark
"I think of it and I like, I can definitely see, like, let's say if you're an older person, or you have a disability..." - Clayton
"It's not as difficult to train your dog to press it as you might think." - Mark
"I underestimated just how difficult it was to want to create the product." - Mark
"If you can get people who are very knowledgeable, very enthusiastic about your product to get behind it, the sales you'll create is phenomenal." - Clayton
HOST BIO
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
-
Clayton interviews Rory Hanna, co-founder of PAWD Drinks, a London-based company pioneering the pet health drink market. Rory shares the inspiration behind their functional liquid supplements, stemming from personal experiences with his family dog, Scrumpy, who faced health challenges in his later years. The conversation delves into the unique benefits of liquid supplements over traditional pills, the challenges of educating consumers about this new category, and the importance of community engagement through events and direct interactions. Rory also discusses their current direct-to-consumer model, plans for future expansion into retail, and the significance of building a strong investor network that offers more than just financial support.
KEY TAKEAWAYS
Innovative Product Concept: Poor Drinks offers functional supplements for dogs in liquid form, addressing common challenges faced by pet owners when administering pills or powders.
Market Timing and Trends: The rise in popularity of liquid supplements, such as bone broth, has created a favourable environment for Poor Drinks.
Direct-to-Consumer Strategy: Currently, Poor Drinks operates on a direct-to-consumer (DTC) model, focusing on building brand awareness and customer relationships through organic marketing efforts.
Importance of Community Engagement: The company emphasizes the value of community building and direct interaction with customers.
BEST MOMENTS
"It just seemed crazy that there wasn't an easier way to ultimately get supplementary kind of supplements into the dog." - Rory
"I always think DTC is really hard, especially off your own website." - Clayton
"We've built a community that we like to ultimately ask questions, speak to them and really find out what they struggle with." - Rory
"I think people are reactive rather than proactive... it's hard to get people to be proactive." - Clayton
HOST BIO
Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.
Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).
As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
https://www.linkedin.com/in/clayton-payne-a6772244/https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
-
Clayton interviews Neil Taylor, the founder of Baker and Bray, a premium dog bed company that has garnered accolades for its quality and sustainability. Neil shares his extensive background in the pet industry, detailing his journey from printing for Pets at Home to launching his own brand focused on creating durable, eco-friendly products. The conversation delves into the challenges of competing in a price-driven market, the importance of customer service in a direct-to-consumer model, and the evolving perception of pet ownership. Neil emphasizes the need for high-quality, long-lasting products that cater to the modern pet owner, while also discussing the significance of personal connections in business.
KEY TAKEAWAYS
Background in the Pet Industry: Neil Taylor has over 25 years of experience in the pet industry, starting with printing for Pets at Home and evolving into product development and publishing before founding Baker and Bray.
Focus on Quality and Sustainability: Baker and Bray emphasizes creating high-quality, sustainable dog beds made from recycled materials, specifically using an average of 40 recycled plastic bottles in each bed.
Challenges of Direct-to-Consumer (DTC) Sales: DTC businesses face challenges such as customer acquisition costs and the need for exceptional customer service.
Market Trends: There is a growing consumer preference for durable, sustainable products over disposable items.
BEST MOMENTS
"I kind of feel our generation has been quite wasteful... there has to be a better way of doing it." - Neil
"You can't afford to lose three months of product on water. It's madness." - Neil
"People's pets... they want the best for their dogs as well." - Neil
"I think people are looking for better quality, better value." - Clayton
HOST BIO
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
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