This week Clayton interviews Victor Carpio, the founder of InventorCat, a company dedicated to improving feline dental health. Victor shares the inspiration behind his innovative product, the dental wand, which was born out of his personal struggles to care for his cat's teeth. He discusses the challenges faced by cat owners in maintaining their pets' dental hygiene and the misconceptions surrounding cat care. The conversation delves into the broader pet industry, highlighting the underserved market for cats compared to dogs, and the evolving consumer behaviours that are beginning to prioritise feline well-being. Victor also reflects on his experience with Dragon's Den, the importance of education in pet care, and his plans for future product development, including a dog-friendly version of his dental solution.

KEY TAKEAWAYS

1. Origin of InventorCat: The business was founded out of a personal need to address dental health issues in cats, stemming from the founder's frustrating experience trying to brush his own cat's teeth.

2. Market Gap for Cat Products: There is a significant gap in the pet industry regarding cat products, particularly in dental care. Many cat owners are unaware of the importance of dental hygiene, leading to a high prevalence of dental disease among cats.

3. Innovative Product Development: The dental wand was developed through extensive research and collaboration with feline dental experts, focusing on creating a product that encourages cats to engage in dental care through play rather than traditional brushing methods.

4. Challenges in Customer Acquisition: The business faces challenges in customer acquisition due to the nature of the product, which does not require frequent repurchases. The strategy includes expanding into retail to increase visibility and sales.

5. Growing Interest in Cat Health: There is a growing trend among cat owners to prioritize their pets' health and well-being, particularly in the wake of the pandemic, leading to increased demand for innovative cat products that address various health issues.

BEST MOMENTS

1. "I realised how big of an issue this is because in the UK, 85% of cats over the age of three show signs of dental disease."

2. "If you look at the evolution of the dog...cats, there's still a lot of people who let their cat out all day."

3. "I think the industry is further behind than the changes in consumer behaviour."

4. "We are the world's first cat-friendly toothbrush. Truly cat-friendly because the cat is 100% in control of brushing."

5. "It's not that these people who are going into grocery...don't want to give better, they just don't have the knowledge."

HOST BIO

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.

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