What really happens behind the scenes of the pet industry?

In this episode, I sit down with Clayton Payne of Pet Business Disruptors, who has spent more than 30 years working inside the pet industry in both the U.S. and the U.K. Together we pull back the curtain on how the industry actually operates—from marketing claims and labeling tricks to the signals consumers think matter but often don’t.

We talk about how pet products are positioned, how brands communicate value, and some of the subtle ways marketing shapes what pet parents believe they’re buying. If you’ve ever looked at a label or claim and wondered what it really means, this conversation will help you think about the pet industry in a whole new way.

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