Afleveringen
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In this episode of Pet Business Disruptors, Clayton interviews Kate Hendry, the owner and founder of Finbo Studios, a pet brand marketing company. Kate shares her insights on the importance of branding for pet-related businesses, emphasising that a strong brand goes beyond just a logo; it encompasses strategy, design, and messaging that resonate with the target audience. She discusses the significance of colour psychology, brand consistency, and the need for brands to differentiate themselves in a crowded marketplace. Kate also highlights her passion for the pet industry, drawing from her personal experiences as a pet owner, and explains how her approach helps businesses attract more customers and grow their profits.
KEY TAKEAWAYS
Branding Beyond Logos: Effective branding encompasses much more than just a logo; it includes strategy, messaging, visuals, and the overall perception of the brand.
Importance of Colour Psychology: The choice of colours in branding should align with the target audience's preferences and the brand's message.
Consistency is Key: Successful brands maintain a consistent message across all platforms.
Understanding the Target Audience: Knowing the demographics and psychographics of the target audience is vital for effective branding.
Value of Unique Positioning: Brands should strive to differentiate themselves from competitors by highlighting their unique selling propositions (USPs).
BEST MOMENTS
"A lot of people just sort of see it as the logo, but it does go a lot deeper." - Kate
"You have to be different. And it's all about somehow getting that USP out." - Kate
"Using cliché crap on stuff that it's just lost its meaning." - Kate
"If you have a really, really strong brand, the money that you spend on marketing will be so much more effective." - Kate
"People are terrified to repeat themselves. Yet, if you look at the successful brands, they repeat themselves all the time." - Clayton
HOST BIO
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, Shirley Yap, founder and owner of Arowana, shares her journey into the pet product distribution market in Hong Kong and Singapore. Transitioning from a background in finance and legal work, Shirley discusses her passion for animals and the inspiration behind starting her business during the SARS outbreak in 2003. She highlights her initial challenges, including language barriers and market understanding, and recounts her first partnership with the Italian pet food brand, Almond Nature. The conversation delves into the competitive landscape of the pet industry, the importance of quality and branding, and the unique dynamics of the Hong Kong and Singapore markets, including regulatory differences and consumer behaviour. Shirley also emphasises the significance of long-term partnerships with brands and the evolving trends in pet ownership, showcasing the resilience and adaptability required to thrive in this vibrant and challenging sector.
KEY TAKEAWAYS
Transition from Finance to Pet Industry: The founder transitioned from a finance and legal background to the pet industry out of a desire for a lifestyle change and a passion for animals, particularly rescue dogs and cats.
Market Entry Challenges: Entering the Hong Kong market requires understanding local consumer behaviour and navigating a competitive landscape with minimal barriers to entry.
Importance of Quality and Branding: Quality is paramount when selecting brands for distribution. A strong brand presence and ethical practices are also crucial, as consumers increasingly seek high-quality, sustainable products for their pets.
Differences Between Hong Kong and Singapore: The regulatory environment for pet food imports is much stricter in Singapore compared to Hong Kong, where there are no pre-qualification requirements.
Evolving Retail Landscape: The pet retail landscape in Hong Kong is shifting from traditional pet shops to more modern, lifestyle-oriented stores and e-commerce platforms.
BEST MOMENTS
"I was frustrated as a consumer... trying to find high quality food or nice products." - Shirley
"It's a survival of the fittest, so to speak." - Shirley
"I think quality is paramount importance." - Shirley
"It's not just about money, but it's about the strategy." - Clayton
"I don't do business with those that sell livestock." - Shirley
HOST BIO
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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In this episode of Pet Business Disruptors, Clayton and Marina sit down with Claire Harris, the founder of Pets to Places, the world's first pet taxi franchise. Claire shares her journey and the mission behind her business, which addresses the critical need for pet transportation services, especially for those who do not drive. The conversation delves into the challenges pet owners face when trying to transport their animals to vets, groomers, and other essential locations, highlighting the growing trend of younger generations choosing pets over children. Claire passionately discusses the importance of proper pet restraint in vehicles, the lack of awareness surrounding pet safety during travel, and her plans to develop a range of crash-tested pet transport products.
KEY TAKEAWAYS
Need for Pet Transport Services: There is a significant demand for pet transport services, particularly for individuals who do not drive or have limited access to vehicles.
Changing Demographics of Pet Owners: The demographic of pet owners is shifting, with a growing percentage of younger individuals (ages 16 to 34) choosing pets over traditional family structures.
Safety and Restraint in Pet Transport: Proper restraint and safety measures for pets during transport are crucial. Many pet owners are unaware of the risks associated with unrestrained pets in vehicles.
Lack of Regulation and Education: There is a gap in legislation regarding pet transport safety, and many pet owners lack knowledge about the importance of using crash-tested equipment.
Market Opportunity for Innovative Products: There is a market opportunity for developing multifunctional pet transport products that are both crash-tested and suitable for everyday use, such as harnesses that can be used for walking as well as in vehicles.
BEST MOMENTS
"Pets to Places is the world's first pet taxi franchise. What is a pet taxi? I get that question a lot." - Claire
"There's actually a real, real need for the service just from the perspective that a lot of people don't have their own vehicle." - Claire
"People are always looking to get their pet to the vet they don't drive. Could you Why don't you do that?" - Claire
"The problem is with the sort of people taxis, as we refer to them, the normal taxis, they don't always take animals for various different reasons." - Clayton
"I think the legislation needs to change and I think it needs completely updating." - Claire
HOST BIO
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 interviews Marina Jennings, the manager of Wallace & Sons Pet Supplies, a unique pet store located within a petrol station in Cambridge. With over 20 years of experience in the retail industry, Marina shares her insights on effectively selling pet products and the advantages of operating in a high-traffic location. The conversation delves into the importance of customer engagement, the challenges of selling dog food, and the need for knowledgeable staff to guide customers in making informed choices. Marina emphasises the significance of understanding individual pet needs and the value of providing solutions rather than simply pushing products. The episode highlights the evolving landscape of the pet industry and the potential for convenience-driven retail experiences.
KEY TAKEAWAYS
Convenience and Footfall: The integration of pet supplies within petrol stations offers a unique advantage by leveraging existing foot traffic, making it convenient for customers.
Customer Engagement: Building rapport with customers is essential. Greeting them upon entry and asking open-ended questions helps gauge their needs without making them feel pressured.
Knowledge Sharing: Providing expert advice on pet products, including food and treats, can surprise and delight customers who may not expect such knowledge from a petrol station pet shop.
Problem-Solution Selling: Effective selling involves understanding the customer's pain points and offering solutions rather than simply pushing products.
Merchandising Strategy: In a setting where the shop is not always staffed, careful consideration of product placement and signage is crucial.
BEST MOMENTS
People want convenience. Buying online isn't always as convenient as what it should be." - Marina
"No one's feeding that to their dog with their devil horns going, I'm poisoning him." - Marina
"I always give them five minutes, because that's why I asked, was he in the medical aisle?" - Marina "If you're not actively selling and actively promoting to your clients, you're not going to survive in the long term." - Clayton
"Dog food is one of the few things where price does not equate to quality at all." - Marina
HOST BIO
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 interviews Sam Hanbury, co-founder of Doggy Doggy Yum Yum, a unique ice cream brand designed specifically for dogs. Sam shares the fascinating journey of how their human ice cream company transitioned into the pet food industry after noticing dog owners purchasing ice cream for their pets. He discusses the importance of using high-quality, dairy-free ingredients, and the brand's commitment to transparency and health. The conversation delves into the challenges and successes of marketing dog ice cream, the significance of branding, and the impact of social media on their growth. Sam also highlights their partnership with Dogs for Good, a charity that trains assistance dogs, showcasing their dedication to giving back to the community. As they look to the future, Sam hints at exciting new flavours and products on the horizon, emphasising the brand's playful identity and commitment to quality.
KEY TAKEAWAYS
Unique Product Development: The company, Doggy Doggy Yum Yum, was created in response to the observation that dog owners were buying regular ice cream for their pets.
Focus on Clean Ingredients: The brand emphasizes the use of minimal and clean ingredients, avoiding common emulsifiers and stabilizers found in many pet foods.
Effective Branding and Marketing: The playful branding and visual appeal of the product have contributed to its success.
Community Engagement and Giving Back: A portion of the profits from each tub sold is donated to dog charities, specifically Dogs for Good, which trains assistance dogs for individuals with disabilities.
Future Product Expansion: The company plans to introduce new flavors and products, focusing on seasonal and locally sourced ingredients.
BEST MOMENTS
We decided to create an ice cream for dogs that was specifically designed for them. It has no milk at all." - Sam
"Dog owners care more about what they're putting into their dogs than they care about what they're putting into themselves." - Sam
"If you sort of work backwards from what's the lowest price, and then can you match that or not? We won't." - Sam
"It's a treat. It should be enjoyed as a treat." - Sam
"I think much more possibly than the industry I'm in, there are so many good companies in the pet industry." - Clayton
HOST BIO
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 the Pet Business Disruptors podcast, Clayton engages in an insightful conversation with Dr. Casey Bradley, president of the Sun Swine Group and a PhD animal nutritionist. They delve into the nuances of animal nutrition, discussing the differences between PhD nutritionists and board-certified veterinarians, and the importance of understanding dietary needs for various dog breeds. Dr. Bradley shares her expertise on the implications of high-protein diets, the role of grains in pet food, and the challenges of formulating diets that meet both nutritional requirements and consumer expectations. The episode also addresses common misconceptions about ingredients, the impact of marketing on consumer choices, and the significance of dietary variation to prevent allergies and intolerances in pets.
KEY TAKEAWAYS
Difference Between Nutritionists: A PhD animal nutritionist focuses on optimising nutrient profiles and preventing disease through diet, while a board-certified veterinarian nutritionist specialises in using nutrition as a treatment for diseases in animals. Proactive vs. Reactive Nutrition: The approach to animal nutrition can be categorised as proactive versus reactive, highlighting the importance of long-term health in pet food formulations. Ingredient Quality and Marketing: The pet food industry often uses marketing tactics that can mislead consumers about the quality and benefits of ingredients. Allergies and Sensitivities: Common allergies in dogs often stem from standard protein sources like chicken and beef, rather than grains. Importance of Dietary Variation: Feeding pets a varied diet with different protein and carbohydrate sources can help prevent the development of food intolerances and allergies.BEST MOMENTS
"A board certified nutritionist... uses nutrition as a health intervention or a treatment plan with diseased animals." - Dr. Casey Bradley
"I like to say we're in the prevention stage versus the treatment stage." - Dr. Casey Bradley
"If it's good for me, it's good for my dog." - Dr. Casey Bradley
"Grain-free diets do help enhance the longevity by a year, year and a half in dogs." - Clayton
"You can still overfeed nutrition, certain nutrition components." - Dr. Casey Bradley
HOST BIO
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.
SOCIAL LINKS
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, Clayton welcomes Jon Patch, the legendary host of "Talkin Pets," a radio show that has been captivating audiences for over 34 years. They discuss the challenges and rewards of working with both domestic pets and wildlife, touching on topics such as animal rescue, the impact of captivity on wild animals, and the significance of zoos in conservation efforts. Jon shares personal anecdotes, including his encounters with celebrities like Betty White and Linda Blair, and reflects on the unconditional love pets provide.
KEY TAKEAWAYS
The podcast features a host who has been running a pet-focused radio show for 34 years.
Authenticity is crucial in connecting with audiences, especially in niche markets like pet care.
Advances in technology have transformed how shows are produced and broadcasted, allowing for remote connections and live interactions with audiences, which enhances listener engagement.
The discussion touches on the ethical considerations surrounding animal captivity, the role of zoos in conservation, and the significance of adopting rescue animals, showcasing a commitment to animal welfare.
Personal health challenges and experiences with animals have profoundly influenced the host's outlook on life.
BEST MOMENTS
"I think we're always going to have zoos... but the thing is that for me I like to see zoos that are kept up."
"It's tough actually, personally speaking, to see some of these orcas in those pools because they're gigantic."
"I do it for the love of, you know, the animals and helping. It's kind of like my giving back."
"If you watch animals, animals kill only for food. They don't start wars."
"I knew I ended up getting kidney disease... I said, if this is my last show, I'm doing my show."
HOST BIO
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.
SOCIAL LINKS
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, Clayton sits down with Chris Jones, the Managing Director of Peregrine Live Foods, the UK's leading distributor of reptile and live food products. Chris shares the fascinating history of Peregrine, which began 35 years ago as a small live food business founded by two scientists and has since evolved into a major player in the pet industry, employing around 170 people and serving over a thousand shops weekly. Chris also discusses the importance of independent pet shops in the reptile market, the challenges posed by Brexit, and the potential for international expansion.
KEY TAKEAWAYS
Peregrine Live Foods has transformed from a small live food distributor into a comprehensive supplier of reptile products.
The growth of Peregrine has been driven by strategic sales initiatives, product diversification, and capitalising on market trends, such as the boom in pet ownership during the COVID-19 pandemic.
Independent reptile shops play a crucial role in the market by introducing new customers to the hobby. These shops often provide better education and ethical practices compared to larger retailers.
Reptile owners tend to spend significantly on supplies, with average monthly expenditures ranging from £100 to £200. This highlights the potential profitability for pet shops that cater to reptile enthusiasts by offering a variety of products, including live food and specialised care items.
Peregrine is looking to expand its reach beyond the UK by exporting its brands, particularly in the aquatic and reptile sectors.
BEST MOMENTS
"Peregrine started about 35 years ago... they were essentially scientists working in a laboratory studying insects for the purpose of pesticides."
"I think getting up to a million is difficult, but once you hit the one million... it takes some pretty strong strategies and pretty strong new brands."
"We started to build that a little bit more. We've bought out another company since then, Fish Science... and yeah, some big plans coming in the next couple of years."
"I think there's definitely been a thinning out. I think what is true is that with the internet, people who are morally dubious get found out now very easily."
"We have around 7.5 million to 8 million reptiles in the UK, somewhere in the region of a million owners. It's not insignificant."
HOST BIO
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 rivaled by few.
As well as being COO of one of the UK's fastest-growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
https://www.linkedin.com/in/clayton-payne-a6772244/https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
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Welcome to the latest episode of Pet Business Disruptors!
In this exciting installment, host Clayton sits down with Harry Bremner, the founder of Tuggs, a groundbreaking dog food company that is changing the game in the pet food industry.
Tuggs stands out by blending traditional animal proteins with insect proteins, specifically black soldier fly larvae, to create a nutritious and sustainable dog food option.
Discover how Harry's journey began with a curiosity about entomophagy and evolved into a mission to improve dog health and reduce reliance on livestock.
In this episode, you'll learn about:
The unique benefits of using insect proteins in dog food. The challenges of launching a fresh dog food brand in a competitive market. Insights from Harry's customer research that shaped Tuggs' product offerings. The importance of sustainability in pet food and how Tuggs is addressing it. The future plans for Tuggs, including new product developments and manufacturing in the UKJoin us as we explore the innovative world of pet food and how Tuggs is paving the way for healthier, more sustainable options for our furry friends.
Don't forget to like, subscribe, and hit the notification bell for more insights into the pet business industry!
Links: Visit Tuggs: https://www.tuggs.uk/
Follow us on LinkedIn: Harry Bremner
Follow me on TikTok: @petbusinessdisruptors
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In this episode, Clayton interviews Anne Carlson, the founder of Jiminy's Dog Food, a pioneering brand in the alternative protein market that specializes in insect protein for dogs. Anne shares her journey of introducing cricket protein into the pet food industry, discussing the challenges of regulatory approval and consumer education. The conversation delves into the unique health benefits of insect protein, including its positive impact on gut health, oral hygiene, and overall dog wellness. Anne emphasizes the importance of understanding consumer needs and the evolving landscape of pet nutrition, highlighting how Jiminy's has adapted its marketing strategy to focus on health benefits while still promoting sustainability.
KEY TAKEAWAYS
Jiminy's Dog Food initially focused on cricket protein because it is more familiar and acceptable to consumers, serving as a gateway to the broader acceptance of insect-based pet foods. While sustainability is an important aspect of insect protein, the primary focus for consumer appeal has shifted to the health benefits for dogs, such as improved gut health, oral health, and overall nutrition. The journey to market involved significant regulatory hurdles, including proving the safety and digestibility of insect protein to gain approval from authorities like the FDA. Educating both consumers and retailers about the benefits of insect protein is crucial for market acceptance. This includes understanding the unique health benefits that insects provide compared to traditional proteins. The COVID-19 pandemic forced a shift towards direct-to-consumer sales, which ultimately benefited Jiminy's Dog Food by increasing online engagement and allowing for more direct communication with consumers about their products.BEST MOMENTS
"We started with the crickets because they are the gateway bug, the easiest one for the consumer to wrap their head around."
"When I look at my dog, I am always thinking about his health. I care about his health and making the right choices for him."
"It was a hard sell. It was really interesting to see people's reactions."
"We need to focus on what makes people part with their money and it's so important it gets lost a lot."
"The insect protein delivers all of the essential amino acids that the dogs need in the right quantities and it's digestible."
HOST BIO
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 rivaled by few.
As well as being COO of one of the UK's fastest-growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
https://www.linkedin.com/in/clayton-payne-a6772244/https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
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In this episode Clayton interviews Lara McCullough , the owner of Karnlea, a company specializing in high-quality pet supplements. Lara shares her journey in the pet industry, which began 20 years ago out of a personal need to help her rescue dog with dietary issues. The conversation delves into the evolution of the supplement market, the importance of quality and transparency in pet nutrition, and the challenges of distribution for new brands. Lara discusses the unique aspects of her products, including bone broth and goat milk supplements, and emphasizes the significance of education for both retailers and consumers in making informed choices.
KEY TAKEAWAYS
Market Timing and Product Development: The launch of the bone broth product was well-timed with the growing interest in pet nutrition and the rise of raw feeding. The company identified a gap in the market for convenient, shelf-stable bone broth, which contributed to its success.
Importance of Quality and Transparency: The company emphasizes the significance of high-quality ingredients and transparency in sourcing. They ensure their products are tested by independent labs and produced in human-grade facilities, which builds trust with consumers.
Education as a Key Strategy: Educating both retailers and consumers about the benefits and proper use of supplements is crucial. The company offers training sessions for retailers to help them understand the products better, which in turn aids in selling them effectively.
Distribution Strategy: The company utilizes a combination of direct sales and partnerships with wholesalers like Pedigree and Well-Fed Pets. This multi-channel approach helps them reach a wider audience while accommodating the needs of smaller retailers through starter packs and low minimum order quantities.
BEST MOMENTS
"I couldn't get him to eat kibble... I was desperately searching for something to help me with his skin."
"We wanted somewhere that could make our product and immediately pack it... fresh as can be, you're not losing any of the nutrients."
"You might think you might be getting a better value product, but you would need to give three times as much to get the same out of it."
"It's all about education... if you want to have a Zoom call and a bit of training with me on the product, that's no problem."
"It's an easy upsell if the shops know how to do it; it's a really easy upsell for them."
HOST BIO
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.
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, Clayton engages in a thought-provoking conversation with Joe Flanagan, the Director of Ingenious Probiotics. They explore the revolutionary concept of using probiotics not just for pet health, but also for improving indoor air quality and reducing reliance on harmful chemical cleaners. Joe shares his journey from air quality management to the pet industry, highlighting the importance of maintaining a healthy microbiome for both pets and humans. Their discussion delves into the misconceptions surrounding bacteria, the dangers of antibacterial products, and the environmental impact of chemical cleaners.
KEY TAKEAWAYS
Joe highlights the importance of using probiotics to outcompete harmful bacteria rather than relying on chemical antibacterial products, which can leave behind resistant strains and disrupt the natural microbiome.
The use of chemical cleaning products not only affects indoor air quality but also contributes to pollution in water systems, impacting wildlife and ecosystems. The conversation emphasizes the need for safer alternatives that are less harmful to the environment.
There is a growing understanding of the significance of microbiomes in both humans and pets. A healthy balance of good bacteria is essential for overall health, and disruptions can lead to various health issues, including skin problems in pets.
Joe discusses the rising concern of antimicrobial resistance due to the overuse of antibiotics and antibacterial products. It stresses the importance of using probiotics to help maintain a healthy microbiome and reduce reliance on antibiotics.
The conversation encourages pet owners to consider the broader implications of their cleaning and care products, advocating for a holistic approach that prioritizes the health of pets and the environment, ultimately leading to better overall well-being for both.
BEST MOMENTS
"If we can use a probiotic instead of an antibiotic, we're helping with antimicrobial resistance."
"You can end up in this fuzzy logic, this counterintuitive situation where the more antibacterial chemical cleaning you do, the less hygienic the situation can be."
"Every piece of life on this planet has its origins in bacteria."
"The environment is kind of nice to have. It's like second or third on the biome scene because it's too abstract."
HOST BIO
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, Clayton interviews David Fluker, the president and owner of Fluker Farms, America's largest insect company. They discuss the evolution of the pet industry, the unique range of products Fluker Farms offers, including canned and vacuum-packed crickets, and the challenges of navigating regulations in the insect sector. David shares insights into the company's diversification strategy, particularly in black soldier fly production, and the importance of research and development in driving innovation.
KEY TAKEAWAYS
Fluker Farms is recognized as America's largest insect company, supplying a wide range of insect products to major pet retailers like PetSmart and Petco. This diversification into the pet industry has provided a year-round revenue stream compared to the seasonal fishing bait market. The company offers unique products such as canned crickets, fresh vacuum-packed crickets, and freeze-dried options. This variety caters to different consumer needs and preferences, especially in regions with restrictions on live insects. Collaborating with universities and focusing on research and development is crucial for Fluker Farms. This investment helps in innovating and improving product offerings, ensuring they remain competitive in the market. There is a significant focus on black soldier fly production, which is seen as a sustainable protein source for animal feed. The company aims to lower production costs to compete with traditional protein sources like chicken meal and fish meal. The potential for growth in the insect protein market is substantial, particularly in animal feed. The partnership with Soldier Fly Technologies is expected to enhance production capabilities and market reach, paving the way for more innovative products in the future.BEST MOMENTS
"I think the future of it [insects] is in animal feed rather than in human food per se. But I think just as a replacement to things like soy, it’s such an important thing."
"I want to make sure that the price I produce it at I can sell it at, and I can sell it to them for a price that's lower than what they actually think."
“You do fresh vacuum packed crickets, like the freeze dried crickets, it's quite a massive range. I've seen the canned crickets, but the fresh vacuum packed ones look brilliant to be honest. I think it just opens up so many more market streams and also convenience.”
“I know America moves so much quicker in terms of laws, and I think that's what makes America a really great country in terms of being stationed there and actually having your business there. It's the ability to move and talk to your legislators and actually get things sorted out.”
HOST BIO
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 today's episode, Clayton interviews Greg West, the owner of Cornell's World and the promoter for the WCRE (West Canadian Reptile Expo). Greg shares insights into his journey in the reptile industry, from his early experiences with reptiles to his involvement in TV shows like "Scaled." He delves into the importance of reptile expos in the industry, highlighting their sense of community and the opportunity they provide for education and networking.
KEY TAKEAWAYS
Greg West, the owner of Cornell's World, emphasizes the importance of entertainment and community at reptile expos.
Reptile shows foster a sense of camaraderie among participants, creating a unique and enjoyable experience.
Greg's journey into the reptile industry started with a passion for reptiles and evolved into a successful business venture.
The success of Greg's business is attributed to his dedication, hard work, and commitment to customer satisfaction.
The future of Greg's business involves adapting to changing market conditions and continuing to provide high-quality products and services to customers.
BEST MOMENTS
"I think the worst part about doing that pitch was the fact that I realized that people actually believed my business was worth what I was asking."
"The nice thing about the reptile shows is the diversity. Pet stores are geared towards selling popular reptiles, but at expos, you see a variety of species that you wouldn't see elsewhere."
"Whenever the economy is bad, it's always bad for everyone, but there's winners and losers. I think it's always a thinning-out process."
HOST BIO
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, Clayton and Harvey discuss the challenges and strategies of succeeding as a pet industry distributor. Both hosts share their own insights based on their extensive experience in the field. They discuss the evolution of distributors in the pet industry, highlighting the importance of niche specialization, stock management, and effective communication with suppliers. They also cover topics such as the impact of large distributors, the significance of customer service, the role of trade shows, and the pitfalls of running out of stock.
KEY TAKEAWAYS
Maintaining good stock levels is essential for distributors to prevent out-of-stock situations, which can lead to lost sales and customer dissatisfaction.
Distributors should be selective in their product offerings, focusing on quality over quantity to ensure they can meet demand and provide consistent supply to their customers.
Clear and consistent communication with customers and suppliers is crucial to avoid misunderstandings, ensure smooth operations, and build strong relationships.
While price is important to attract customers initially, other factors like product availability, customer service, and product quality play a significant role in retaining customers and building loyalty.
Distributors need to be adaptable to changing market trends, innovate in their product offerings, and continuously improve their operations to stay competitive and meet customer needs.
BEST MOMENTS
"I think the bigger a company gets, the worse they get at communicating."
"I think like, so I used to do my own repping. Because our business was geared Monday to Friday, I used to do double calls on a Monday and then Friday it would just be, we get the stuff out and then like, it would be a quiet day." - Interviewee
"It's sad as well because I've got competitor product as well. And so rather than my customer buying this product, they're buying someone else's."
"There's a decline in pet ownership of rabbits and birds. I mean, bird seed was massive. We used to sell loads of canary mix and budgie mix. Everyone would have a couple of sacks of budgie mix a week, whereas now an average pet shop might sell a couple of kilos a week."
HOST BIO
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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The podcast episode features an engaging conversation between the host and Jamie Keane, the founder of Bespotted, discussing the pet industry and marketing strategies. Jamie shares her journey from working at a doggy daycare to starting her own business in the pet industry. They delve into the challenges of marketing in the pet industry, emphasizing the importance of understanding niche markets and addressing specific pain points of customers. The conversation also touches on the significance of authenticity, transparency, and building relationships with customers in the pet industry. Throughout the episode, they explore topics like imposter syndrome, the value of knowledge sharing, and the need for relatability in client interactions.
KEY TAKEAWAYS
It's important to understand your niche and focus on solving specific problems for a targeted audience.
Stay updated with marketing trends and be open to trying new strategies to stay ahead in the industry.
Empower your clients by providing them with valuable information and tools to make informed decisions.
Overcome imposter syndrome by gaining confidence in your expertise and being open to learning from others.
Build trust with customers by being authentic, relatable, and honest in your interactions.
BEST MOMENTS
"The pet industry's always been a bit behind, I think, when it comes to marketing. I always feel like we kind of hit the sort of marketing trends two or three years later."
"I think it's interesting like we talked about the mom theory and like it's like one thing I always have is like in that consultancy work I've done, is actually giving people harsh news is actually really, really beneficial."
"If you can deal with this tank of a dog who's going psycho, you could deal with my five pound chihuahua."
"When you're getting maybe not the most positive feedback, that doesn't mean the idea needs to die, but you just need to be open to pivoting and going a different or heading."
HOST BIO
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 the podcast, Clayton sits down with David Hartigan, the CEO of Hemp Heroes, to discuss the journey of Hemp Heroes in the CBD and hemp-based industry. David shares his background in business consultancy and how he ventured into the hemp space. They delve into the different types of CBD products, the importance of quality, and the challenges faced in the industry. David also talks about the misconceptions surrounding hemp and CBD, as well as the future plans for Hemp Heroes, including expanding into the human food market. Tune in to learn more about the fascinating world of CBD and hemp-based products.
Key Takeaways
Hemp Heroes is a leading brand in Europe for CBD products for pets, with a focus on high-quality, organic, and cold-pressed CBD oils.
The company has differentiated itself by conducting clinical studies, partnering with animal rescues, and focusing on in-house manufacturing to ensure product quality.
Education and word of mouth have been crucial in overcoming misconceptions about CBD products, especially related to their association with cannabis.
The company has successfully penetrated the Irish market and is now looking to expand into the US market, where there is a higher level of CBD product awareness and acceptance.
Future plans include further growth in the human CBD market, leveraging existing connections and success in the pet CBD market.
HOST BIO
Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
https://www.linkedin.com/in/clayton-payne-a6772244/
https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
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In this episode, Clayton sits down with Michelle Hollis, a veterinary nurse and member of the Raw Feeding Veterinary Society. Michelle shares her journey into raw feeding for her working cocker spaniel and the positive impact it had on her dog's health. They delve into the controversy surrounding raw feeding in the pet industry, contrasting views on raw feeding among veterinarians, and the importance of proper nutrition for pets. Michelle emphasizes the need for variety in a balanced raw food diet and highlights the significance of supplements in pet nutrition.
KEY TAKEAWAYS
Raw feeding for dogs can have significant benefits, such as improved dental health, skin, coat, and teeth condition.
It is essential to ensure a balanced raw food diet by including a variety of meats, offals, and supplements like green-lipped muscle powder, bone broth, and herbal supplements.
Joining online communities like Raw Feeding for Dogs Made Simple UK and the Raw Feeding Veterinary Society can provide valuable support and information for raw feeding.
There is a lack of in-depth nutrition training for veterinarians, leading to reliance on commercial pet food brands for guidance.
The controversy surrounding grain-free dog food and its potential link to dilated cardiomyopathy highlights the importance of thorough research and critical evaluation of pet food choices.
BEST MOMENTS
"I think if you are seriously looking at going into raw feeding, um, There's a lot of Facebook groups out there that give you support."
"I think the thing is a lot of consumers they always worry that they kind of want their dogs to enjoy everything."
"Vets, they're so busy, and obviously nutrition, unless they're specialising in that area, is such a small section of their course."
"I think it's interesting because obviously, the veterinary line is it's become quite rigid and you probably want to comment on this because I don't want to get you in trouble."
"Vets, they're so busy. They're so busy. And obviously, nutrition, unless they're specialising in that area, it's such a small section of their course."
VALUABLE RESOURCES
HOST BIO
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, Clayton interviews Chris and Katie from the Animal People Recruitment Company. The trio discusses the origins of the business, their passion for the pet and animal health industry, and the unique challenges and successes they have encountered in their recruitment work. They delve into the importance of cultural fit in hiring, the value of transparency in salary negotiations, and share amusing anecdotes from their experiences in the industry.
KEY TAKEAWAYS
The recruitment company focuses on the pet and animal health industry, offering specialized services for commercial roles within these businesses.
Emphasizing the significance of understanding and assessing cultural fit for candidates in the recruitment process to ensure a good match with the company.
Encouraging candidates to be authentic in their applications and interactions, showcasing their passion and skills relevant to the role.
Highlighting the importance of open and honest discussions about salary expectations and avoiding ambiguity in salary bandings.
Observing trends such as a focus on the human-animal bond, innovation in products like freeze-dried raw food, collagen, and CBD products, and a growing emphasis on cat-related brands and products.
BEST MOMENTS
"Recruitment done well will be the best money that you ever spend for your business, because without the right people in your business, you are nothing."
"60% of our candidates placed last year came from outside of industry."
"AI will never be able to really do what we do, and that's really get under the skin of someone and make them feel authentic enough to be themselves."
HOST BIO
Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.
Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).
As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
https://www.linkedin.com/in/clayton-payne-a6772244/https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
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Today, Clayton is discussing the topic of influencer marketing in the pet industry with Randy Williams and Emma Lock, who is more commonly known as Emzotic. Randy and Emma share insights into their experiences with influencer marketing, particularly in the context of their businesses, WeGroCo and Zen Habitats. They discuss the challenges and benefits of working with influencers, the importance of authenticity, and the innovative approach of creating branded creator stores to enhance the relationship between creators and brands.
KEY TAKEAWAYS
Building long-term relationships between brands and creators is crucial for sustainable success in influencer marketing.
Niche-focused influencer marketing in the pet industry can lead to more authentic and impactful content.
Utilizing branded creator stores can provide creators with better tracking, data, and control over their sales, leading to higher commissions and more personalized customer interactions.
Creators should prioritize quality over quantity when selecting brand partnerships to ensure authenticity and trust with their audience.
Providing creators with structure, guidance, and support can help them maximize their impact, revenue, and long-term success in the industry.
BEST MOMENTS
"I would rather commit to three or four really good companies than 20 or 30 of the really big companies, because I'm going to make substantially more building on the trust with the companies who believe in me."
"My biggest pet hate is Amazon, because they do not create the market at all. They just siphon some off the top."
"It's very easy to get lost in the weeds of, I need to make money, they're offering me affiliates, they're offering me affiliates, let's just do it, but then you're not really, it's not part of your natural psyche to be able to go, what is worthwhile, what isn't worthwhile?"
VALUABLE RESOURCES
https://www.youtube.com/@Emzotic/
HOST BIO
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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