In this episode, Clayton interviews Hanna Mandelbaum, founder of Evermore Pet Foods, one of the pioneering companies in the fresh frozen dog food market in the United States. Hanna shares her unique journey from being a dog walker in New York City to launching a successful pet food brand in 2009, driven by a personal story of a client whose dog battled cancer. They delve into the challenges of scaling a pet food business, the importance of sourcing high-quality ingredients, and the evolution of the fresh food category in the pet industry.

KEY TAKEAWAYS

The company was founded in 2009 by Hanna Mandelbaum and her business partner Alison, who initially started cooking dog food for a client whose dog was diagnosed with cancer. This personal story and commitment to dog health laid the foundation for the business.

When Evermore started, fresh frozen dog food was not widely accepted. The founders faced significant challenges in educating retailers and customers about the benefits of their product, often resorting to grassroots marketing efforts to gain traction.

Initially operating as a B2B company, Evermore transitioned to a D2C model due to unsustainable margins in distribution. This shift allowed them to have better control over their sales and customer relationships, ultimately leading to increased revenue.

Evermore emphasises sourcing high-quality, ethically produced ingredients, including grass-fed meats. They are transparent about their suppliers, which helps build trust with customers and differentiates them from competitors who may use lower-quality ingredients.

The company is looking to expand its product line to include cat food and treats, as well as plans to build its own facility. This would provide greater control over production and allow for more experimentation with new products, enhancing their offerings in the pet food market.

BEST MOMENTS

"I like to say I didn't choose the dog food life. The dog food life chose me."

"We were very lucky because just at that time, Allison had finished working at a separate camp."

"It was like such an uphill battle."

"We were the first food in the category to have distribution at that level."

VALUABLE RESOURCES

https://www.evermorepetfood.com/

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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

In this episode, Clayton interviews 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

In today's episode, Clayton interviews Dr. Conor Brady, a prominent figure in the raw pet food movement and founder of Dr. Brady's Supplements. Dr. Brady shares his unique journey from studying zoology and animal behaviour to becoming a thought leader in canine nutrition. He discusses the challenges he faced while manufacturing raw dog food, including the importance of understanding cash flow and pricing strategies.

KEY TAKEAWAYS

It's crucial to recognise that not all pet owners are willing to invest in high-quality products. Identifying and targeting a specific niche can lead to more effective marketing and sales strategies.

When selling products, especially in the pet industry, it's important to communicate benefits clearly and concisely. Overloading potential customers with information can lead to disengagement.

Setting the right price is essential for profitability. Offering high-quality products at too low a price can lead to financial strain and burnout, as it may not cover the costs of production and labour.

Many lessons in business come from hard-earned experiences. Understanding the importance of cash flow, margins, and the need for professional help in areas like accounting can significantly impact a business's success.

Recognising that most consumers are reactive rather than proactive can help tailor marketing strategies. Providing solutions to immediate problems can be more effective than trying to educate consumers on broader topics.

BEST MOMENTS

"I'm not a vet. That's going to be my tagline from now on."

"You need to go talk to this guy up in the mountains. He just lives in the woods, and he gives advice."

"If you want to help millions of dogs, you need to be profitable."

"You can talk people out of a sale."

"Most buyers are reactive, not proactive."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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

In this episode, Clayton engages in a lively conversation with Mike and Olga Rasmussen, founders of Melagris, a natural dog treat company based in Poznań, Poland. The trio delves into the origins of Melagris, tracing its roots back to the mink food market and the pivotal shift towards dog treats following the passing of Olga's father. They discuss the evolution of the pet treat industry, sharing anecdotes about their early days, the challenges of sourcing quality ingredients, and the cultural differences in pet food preferences across Europe. The episode also touches on the impact of Brexit on trade, the complexities of supply chains, and the growing acceptance of unconventional pet treats like horse and camel products.

KEY TAKEAWAYS

The company initially started with mink food but shifted focus to natural dog treats after the mink market declined. This transition was influenced by personal circumstances and a growing interest in the dog treat sector.

Since its inception, the business has evolved significantly, particularly after participating in trade shows like Interzoo. The founders have learned to adapt their product offerings based on market demands and customer preferences.

Different European countries exhibit varying preferences for pet products. For instance, Scandinavian markets prefer cleaner products without hair, while the Dutch market is more experimental and open to trying new items.

The trio discuss the complexities of building a reliable supply chain for natural treats, especially post-Brexit. Increased costs and regulatory requirements have made exporting to the UK more challenging, but established relationships with customers have helped maintain business.

Mike and Olga highlight the difference between natural treats and more commoditised products. Natural treats are seen as healthier options for dogs, but they come with challenges in consistency and quality due to the variability of natural ingredients.

BEST MOMENTS

"After my dad passed away, I had to choose if it's like a mink market I want to get into and develop or is it more treats."

"The beauty of getting involved with things like Natural Treats is, like, if you just wanted to get involved tomorrow, you can't just pick up a phone."

"I think the energy costs, you know, because anything you do is always energy involved."

"Dogs just love actual pieces of meat at the end of the day."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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

Clayton interviews Rob Downey, the president of Annamaet Pet Foods, as he shares his own fascinating journey into the dog food industry. Rob recounts his early experiences with dogs, including his passion for sled dog racing and a life-changing encounter with a moose that nearly cost him his life. He discusses the evolution of pet nutrition, highlighting the importance of proper dietary balance and the shift towards premium pet foods over the years.

KEY TAKEAWAYS

The journey into the pet food industry began with a deep-rooted passion for dogs and a pivotal experience involving a sled dog that led to a focus on canine nutrition. This passion has driven the development of high-quality pet food.

Over the years, there has been a significant shift in understanding pet nutrition, moving from outdated beliefs about protein restriction in aging dogs to recognising the need for higher protein levels as dogs age. This evolution reflects a broader trend in the humanisation of pets.

Building a successful pet food company requires not only knowledge of nutrition but also the ability to create palatable products. Initial challenges included ensuring that the food was appealing to even the pickiest of dogs, which was crucial for market acceptance.

The company emphasises a science-based approach to nutrition, with a team that includes a board-certified veterinary nutritionist. This commitment to research and transparency helps maintain credibility and relevance in the competitive pet food market.

As dogs live longer due to improved nutrition, there is a growing need to address geriatric health issues. The company is developing specialised formulas and supplements to support the health of aging dogs, reflecting a proactive approach to pet wellness.

BEST MOMENTS

"Honestly, it's all I've ever wanted to do is work with dogs."

"I changed the diet. And not only did Heidi get better, but the whole dog team performed better."

"It doesn't matter how good the nutrition is, if the palatability isn't there, it's not going to matter."

"I always tell people that a normal healthy dog won't starve himself because he doesn't like the taste of the food."

"The humanisation of pets... 92% of pet owners now consider them pets to be an essential part of the family."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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

In this episode, Clayton interviews Skyler Crook, head of international sales for Bosco and Roxy, a family-run pet bakery. Skyler shares how the business grew from a small kennel baking dog cookies in their kitchen to an 85,000 square foot gourmet dog treat facility. They discuss overcoming financial hurdles, navigating retail partnerships, and creating a new market for pet celebrations.

KEY TAKEAWAYS

Bosco and Roxy’s began as a small family project making dog brownies in their home kitchen, eventually growing into a massive, custom-built 85,000 square foot bakery dedicated to gourmet dog cookies. This journey highlights the company’s impressive scale-up from humble beginnings to a major player in the pet treat industry.

Entering deals with major retailers like PetSmart and Target brought both opportunity and peril. At one point, Bosco and Roxy’s risked everything on a massive private label order for PetSmart—only to have it cancelled at the last minute.

Bosco and Roxy’s helped pioneer the “bakery” category in pet retail, positioning their treats as impulse buys with high visual appeal. Their strategy focused on premium presentation to tap into the humanisation trend in pet ownership.

With 70% of their business now in the US, Bosco and Roxy’s faces ongoing uncertainty due to trade tensions and tariffs. This has accelerated their push into new markets like the UK, EU, and Australia, while also prompting considerations for US-based manufacturing to mitigate tariff risks.

BEST MOMENTS

"It’s a social media-driven product; it’s a tearjerker, a heart-squeezer. You look at it and think, 'I’m a bad parent if I don’t do something for my dog.' I’m a bad pet parent if I don’t celebrate my dog’s birthday. And then, of course, if you have more than one dog, everyone needs a cookie. It’s really a product positioned to make you feel good, and it’s so widely available to any dog owner."

"It’s scary to be a Canadian today, especially with a company that does 70% of our business across the border. When all the political turmoil and trade war started, it devastated us."

"I know that in the past, since our product literally looks like a human cookie, there’s been concern from food and beverage retailers about making it clear it’s a dog treat. But if the industry is open to working through that, we’re very open to creating solutions together."

"We just want to help people celebrate with their dogs and keep making more cookies for all occasions."

"I mean, you could eat our dog treats—I never want to say you can’t. You absolutely can, but I am legally bound to say you cannot."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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

In this episode, Clayton sits down with Nathan Dunleavy, a passionate mentor in the dog walking industry. Nathan shares his journey from a corporate banking background to becoming a successful dog walker and mentor, highlighting the challenges and opportunities within the pet services market. Nathan emphasizes the value of building relationships with clients and diversifying income streams through additional services like pet sitting and product sales. 

KEY TAKEAWAYS

Mentorship vs. Coaching: The distinction between mentorship and coaching is emphasized, with mentorship being described as a softer, more supportive approach aimed at helping individuals navigate the complexities of running a dog walking business.

Business Background: The speaker's previous experience in corporate banking provided valuable insights into business processes, which are now applied to help dog walkers and pet sitters establish and manage their businesses effectively.

Market Gaps: There is a recognized gap in support and resources for dog walkers compared to other pet service professionals, highlighting the need for structured guidance and mentorship in the dog walking industry.

Diversifying Income Streams: Expanding services beyond dog walking, such as pet sitting, pet care, and even selling pet products, can create additional income streams and enhance business sustainability.

Value of Relationships: Building strong, long-term relationships with clients is crucial in the dog walking business, as it fosters loyalty and opens opportunities for upselling products and services, ultimately leading to a more stable income.

BEST MOMENTS

"I'm not a coach, I'm a mentor. I hate the word coach. There's a bloody coach for everything nowadays."

"There just wasn't like any set guidelines or procedures that you need to do this."

"If you pay for a five-pound haircut, you're going to get a haircut that looks like you've paid a fiver."

"People do want their dogs to be well looked after, and they're happy to pay that premium now."

"You could be the best dog trainer in the world, but you could be a shit business owner."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. 

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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

Today, Clayton interviews Milka Tesla, the owner of Passion for Food and director of Nordic Pet Food Events in Norway. Milka shares her journey into the pet food industry, highlighting her background in animal science and feed technology. She discusses the evolution of pet food, the importance of ingredient quality, and the challenges of formulating products that meet both nutritional standards and consumer expectations.

KEY TAKEAWAYS

The journey into the pet food industry often begins with a strong educational foundation in animal science and feed technology, which can lead to roles in product development and nutrition.

The pet food industry has evolved significantly over the years, with a shift towards higher quality standards and a greater focus on the nutritional content of products, moving beyond just meeting basic needs.

There is a growing interest in natural and minimally processed pet foods, with consumers increasingly concerned about the ingredients and their health benefits, leading to a demand for transparency in labelling.

The digestibility and nutritional value of ingredients can vary significantly based on how they are processed. Understanding the effects of processing methods is crucial for formulating effective pet food.

The pet food market is influenced by trends, such as the rise and fall of grain-free diets and the exploration of alternative proteins. Companies must adapt to these trends while maintaining product quality and affordability.

BEST MOMENTS

"I am responsible for the product development and nutrition and formulation."

"In the pet food industry, you have companies that are really interested in this business because they see it's growing."

"You cannot do this without preservatives. It's simple as that."

"The trends come and go, the science stays."

"I believe in the science. And I remember seven, eight years ago, I was discussing with the prince pet food."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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

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.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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

Today, Clayton interviews Clayton Grimes, a Business Development Manager at Naturediet Pet Foods, a well-established player in the independent pet trade. They discuss Grimes' journey into the pet food industry, starting from his role as a warehouse operative to his current position in sales and marketing. The conversation delves into the evolution of Nature Diet, including its transition from frozen to wet food in Tetra Pak packaging, and the challenges faced along the way. Grimes shares insights on the importance of building relationships with independent pet stores, the value of attending trade shows, and the significance of product quality and support in driving sales.

KEY TAKEAWAYS

• Clayton has a diverse background in the pet food industry, starting as a warehouse operative and progressing through various roles, including marketing and sales, before becoming a Business Development Manager at Naturediet Pet Foods.

• Naturediet Pet Foods transitioned from trays to Tetra Pak packaging about seven years ago, which has positioned them uniquely in the market. This shift aimed to enhance sustainability, as Tetra Pak is primarily made of recyclable materials.

• Building strong relationships with independent pet stores is crucial. The guest emphasises the need for ongoing support, communication, and understanding the specific needs of each store to effectively sell the product.

• Attending trade shows and local events is seen as vital for engaging with customers directly, allowing them to sample products and fostering brand loyalty. The guest believes that personal interactions at these events can significantly impact sales.

• Working with wholesalers can be complex, especially when they have their own brands to promote. The guest highlights the importance of collaboration and understanding the wholesalers' needs to successfully distribute Naturediet’s products.

BEST MOMENTS

"I think it's been hard to recover from that in certain degrees."

"I believe in the product is that good that if people can try it and love it, that's where it goes."

"It's nice to be on the road to recovery, so to speak, and to be on the really positive."

"I think the Tetra packs are great for the market."

"You have to be a people person. You don't sell anything; you don't take no money."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. 

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

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