In this episode of Pet Business Disruptors, host Clayton interviews Graham Matheson, co-founder of Tvati, a herbal medicine originating from the Cook Islands. Graham, a medical doctor with a background in orthopedic research, shares his journey from sports injuries to developing a natural remedy that promotes bone and soft tissue healing. He discusses the unique properties of Tvati, its application in both human and veterinary medicine, and the challenges of securing patents for a traditional medicine. The conversation delves into the product's effectiveness for pets, particularly in treating injuries and improving mobility, and highlights the company's commitment to sustainable practices in the Cook Islands. Listeners will gain insights into the intersection of traditional knowledge and modern veterinary care, as well as the future plans for Tvati Pet.

KEY TAKEWAYS 

Origin of Tvati: Tvati is a herbal medicine developed from traditional Cook Islands practices, focusing on enhancing injury recovery, particularly in bone and soft tissue healing.

Mechanism of Action: While the exact mechanism of how Tvati works is not fully understood, it appears to influence the body's natural repair processes, promoting healing in injured tissues without causing inflammation.

Applications in Veterinary Medicine: Tvati has shown promising results in treating injuries in high-performance animals like racehorses and greyhounds, with feedback indicating improvements in mobility and recovery from both acute and chronic injuries.

Sustainable Practices: The production of Tvatiemphasizes sustainability, with a non-destructive harvesting method that ensures the long-term health of the plant sources in the Cook Islands.

BEST MOMENTS

"We got new bone growing in that defect in one week." - Graham 

"It influences the injured tissue where that injured tissue is." - Graham 

"If you're a herd animal, you never pretend to be lame because lame animals get eaten." - Graham 

"Skepticism that is dismissal is a lot more difficult." - Clayton

HOST BIO

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

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

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

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

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

Clayton interviews Kerry Sutherland, the owner and founder of Kerry Sutherland PR, who shares her extensive experience in the pet industry and public relations. With nearly two decades of expertise, Kerry discusses the evolution of the pet market, the changing landscape of media, and the importance of personalized PR strategies. She emphasizes the need for brands to identify their target audience and craft compelling stories that resonate with both traditional media and influencers. As they explore the upcoming Global Pet Expo, Kerry highlights trends in pet care, such as the humanization of pets and the growing focus on enrichment, while also addressing the challenges brands face in navigating the noisy media environment. This insightful conversation offers valuable advice for businesses looking to enhance their media presence and connect with consumers in a meaningful way.

KEY TAKEAWAYS

Evolution of the Pet Industry: The pet industry has significantly changed over the years, with trends shifting from basic pet care to a focus on humanization, technology integration, and enrichment for pets. 

Importance of Personalized PR: Effective public relations requires a personalized approach. Brands should avoid generic pitches and instead tailor their communications to specific journalists and media outlets that align with their target audience and product offerings.

Maximizing Media Coverage: Simply obtaining media coverage is not enough; brands must actively promote and amplify their media successes. 

Navigating the Changing Media Landscape: The media landscape has shifted dramatically, with a move from traditional print to online and social media.

BEST MOMENTS

"I started K Sutherland PR 13 years ago with kind of a desire to not exclusively focus in the pet industry." - Kerry 

"It's really about unique and interesting storytelling on storylines that are national, consumer friendly, easy to digest." - Kerry 

"You need to narrowly identify who is our real customer. It is not everyone." - Kerry 

"It's harder than ever today... you need to be consistently delivering media pitches." - Clayton

HOST BIO

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

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

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

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

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

Clayton interviews Peter Roy, the managing director of the Nutriment Group, who shares his extensive experience in the pet food industry, particularly in raw feeding. Peter discusses his journey from working as a consultant to leading significant companies in the raw pet food market, including the transformation of Angler Meat Products into Nature's Menu. He highlights the evolution of raw feeding from a niche market to a mainstream choice, emphasizing the importance of convenience and education for consumers. The conversation also touches on the growing supplement market, the differences between dog and cat food consumers, and the challenges of transitioning cats to raw diets. Peter underscores the significance of supporting independent pet retailers and the ongoing innovation within the industry, as Nutriment continues to expand its product offerings and market presence.

KEY TAKEAWAYS 

Evolution of Raw Feeding: The raw feeding market has significantly evolved since 2010, growing from a niche market to a mainstream option available in major grocery chains. 

Consumer Education and Confidence: There has been a notable increase in consumer confidence regarding raw feeding. 

Importance of Independent Pet Retailers: Independent pet stores play a crucial role in the pet food market by offering specialized products and fostering customer relationships. 

Market Trends in Treats and Supplements: The treat market has exploded, with a significant increase in demand for natural and premium products. 

BEST MOMENTS

"Raw feeding is fantastic for the animal, but it's really inconvenient." - Peter 

"We changed the name to Nature's Menu, and we were the first to involve the word nature in pet food." - Peter 

"The complete and balanced market went from nothing in 2010 to about 50% of the market share by 2021." - Peter 

"The treat market is something that blew up; it's massive." - Clayton

HOST BIO

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

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

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

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

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

Clayton and Marina sit down with Alex and Kim, the founders of "Westies and Besties," a niche publication dedicated to West Highland White Terriers. The conversation delves into the evolution of publishing, highlighting the shift towards breed-specific content in an era where consumers crave detailed and specialized information. Alex and Kim share their personal journey, inspired by their beloved Westie, Buffy, and discuss the challenges and triumphs of launching their magazine during the pandemic. They emphasize the importance of providing well-sourced, expert-backed information to dog owners, addressing common misconceptions and health issues specific to Westies. The episode also touches on the broader pet industry landscape, the significance of community engagement, and their exciting plans for a new publication focused on Labradors and Retrievers, showcasing their commitment to serving passionate pet owners worldwide.

KEY TAKEAWAYS

Niche Publishing is the Future: The rise of breed-specific publications, like "Westies and Besties," reflects a growing demand for specialized content as consumers seek more targeted information rather than generalized media.

Community Engagement: Building a loyal community around a publication is crucial. 

Importance of Expert Information: Providing well-sourced, expert opinions on dog care, health, and nutrition is essential to combat misinformation prevalent in online forums. 

Global Reach of Publications: The digital age allows niche publications to reach a global audience, expanding their market beyond local communities. 

BEST MOMENTS

"We had a little Westie called Buffy... that was our sort of inspiration." - Alex

"There's a lot of misinformation out there... having somewhere that is actually a well-sourced, real information is going to be so much better." - Kim

"People want their information quicker than going down to the corner shop to get your newspaper." - Clayton

"We want to be a go-to source for that information." - Alex

HOST BIO

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

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

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

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

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

Clayton sits down with Declan O'Keeffe, the founder of Dec's Pets and the Rob the Dog podcast. Declan shares the inspiring journey of his family-run pet business, which began in Wexford, Ireland, in 2018. He discusses the transition from a traditional brick-and-mortar store to a successful online presence, emphasizing the importance of community engagement and exceptional customer service. The conversation delves into the unique characteristics of the Irish pet market compared to the UK, the challenges posed by Brexit, and the evolving landscape of pet ownership and product offerings. Declan also highlights the innovative strategies that have helped Dec's Pets thrive, including their focus on first-to-market products and personalized customer experiences. The episode offers valuable insights into the pet industry and the significance of adapting to changing consumer behaviours.

KEY TAKEAWAYS 

Community Focus: Dec's Pets emphasizes building a strong community and providing excellent customer service, which has contributed to its success. 

E-commerce Growth: The transition to an online platform during the COVID-19 pandemic has significantly expanded Dec's Pets' reach, allowing it to become a nationally recognized pet brand in Ireland. 

Market Adaptation: The Irish pet market is evolving, with a noticeable shift towards premium and raw pet food options. 

Challenges of Brexit: Brexit has created challenges for small businesses in Ireland, particularly in terms of sourcing products from the UK. Dec's Pets has adapted by exploring European suppliers and bringing first-to-market products into Ireland, which has helped the business thrive despite the obstacles.

BEST MOMENTS 

"We prided ourselves from day one... to sort of build a community and focus on customer service." - Declan 

"We have the biggest birthday category for dogs in the whole country." - Declan 

"I think the Irish public have an emphasis of really trying to shop local." - Declan 

"I think a lot of businesses went out of business during that time." - Clayton

HOST BIO

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

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

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

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

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

Clayton discusses the challenges faced by pet owners in the UK rental market with a relocation agent who specializes in finding pet-friendly accommodations. They explore the stark contrast between the high percentage of pet ownership in the UK and the limited availability of rentals that accept pets, highlighting the impact of recent legislation aimed at improving renters' rights. The conversation delves into practical advice for pet owners, including the importance of preparation, securing references, and even creating a "pet CV" to appeal to landlords. The episode also touches on the complexities of property covenants, the subjective nature of landlord preferences, and the evolving landscape of rental properties, particularly in light of new regulations.

KEY TAKEAWAYS 

Pet-Friendly Rentals are Scarce: Despite 50% of the UK population owning pets, only about 10% of landlords accept them, making it challenging for pet owners to find suitable rental properties.

Preparation is Crucial: Prospective tenants with pets should have all necessary paperwork ready, including employment references, previous landlord references, and even a "pet CV" that highlights the pet's good behaviour and character.

Legislation Changes: The new renters' rights bill aims to favour tenants, but landlords may still find loopholes to refuse pet ownership. 

Networking and Proactivity: Building relationships with estate agents and being proactive in the search for pet-friendly properties can significantly improve the chances of securing a rental. 

BEST MOMENTS

"50% of the UK population have a pet, and yet it's around 10% of landlords accept pets."

"Preparation is really important... have employment references in place, stating your salary position."

"It just takes one landlord to say yes, and that is key."

"The Tenant Fees Act in 2019 capped to five weeks... that really didn't help people with pets."

HOST BIO

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

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

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

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

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

Clayton interviews Vicky Davis and Jo Moorcroft, the founders of the Canine Business Academy and co-authors of "Let's Talk Dog Business." The conversation delves into their unique journeys into dog training, highlighting Vicky's background in animal welfare and Jo's transition from corporate marketing to dog training. They discuss the challenges faced by dog trainers in a competitive and often chaotic industry, emphasising the importance of specialisation, proper pricing strategies, and understanding one's value. Vicky and Jo share their mission to empower dog trainers through community support and business education, aiming to elevate the standards of the profession and improve the overall experience for both trainers and clients.

KEY POINTS

BEST MOMENTS  

"Dog trainers are not earning anywhere near enough money, not even a living wage in a lot of cases." - Vicky 

"We want to help the industry because it's a bit of a shit show." - Jo 

"If you're not true to yourself, you will go down the wrong path easily." - Vicky 

"We're in the business of people, not just dogs." - Jo 

HOST BIO

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

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

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

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

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

Host Clayton sits down with Mark Walden, Head of Partnerships at Agria Insurance, to discuss the evolving landscape of pet insurance and the importance of animal welfare. Mark shares his journey from working in his family's boarding kennels to becoming a passionate advocate for pet health and welfare through his role at Agria. The conversation delves into the challenges faced by the Kennel Club, the significance of ethical breeding practices, and the need for transparency in the insurance industry. Mark also highlights the unique partnerships Agria has formed with various organizations, including assistance dog charities and police constabularies, to promote responsible pet ownership and ensure the well-being of pets.

KEY TAKEAWAYS

Background in Animal Welfare: Mark Walden has a deep-rooted passion for animals, stemming from his family's boarding kennels and extensive involvement in the pet rescue community. 

Partnerships with Organizations: Agria Insurance collaborates with various organizations, including the Kennel Club and over 500 rehoming organizations, to provide pet insurance solutions that support animal welfare. 

Challenges in the Veterinary Industry: There are concerns about the corporatization of veterinary practices, which can lead to distrust among pet owners. 

Importance of Education: Educating pet owners about the benefits of pet insurance and the potential health risks associated with different breeds is crucial. 

BEST MOMENTS

"When I judge a dog, in the initial first 30 seconds, you throw the standard out of the way and you assess them purely on its health." - Mark 

"It's a very sad state of affairs at the moment because it's the very few bad apples that speak bad against the Kennel Club as a whole." - Mark 

"I think there's a lot more people who are interested in independent vets." - Clayton

"We don't claims load on our policy, so we don't want to give people a fright if they've claimed on their policy." - Mark 

HOST BIO

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

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

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

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

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

Clayton sits down with John Hewitt, owner of Northbound Consultancy and Training and former Marketing Director of G.A. Goldenacres, one of Europe's largest white label dog food companies. They delve into the fascinating world of pet food marketing, discussing the unique strategies employed by Goldenacres to empower independent pet shops with their own branded products. John shares insights on the challenges and opportunities within the pet food industry, including the impact of online sales, the importance of quality ingredients, and the evolving consumer perceptions of pet food brands. The conversation also touches on the significance of education for both retailers and consumers, as well as the role of packaging and branding in driving sales.

KEY TAKEAWAYS 

Market Trends in Pet Food: There is a significant shift in consumer behaviour towards pet food, with a growing willingness to spend more on high-quality products. 

Importance of Independent Pet Shops: Independent pet shops play a crucial role in the pet food market by offering unique products and fostering customer loyalty. 

Challenges of Online Sales: Competing in the online space is becoming increasingly difficult for new brands due to the prevalence of low-margin, high-volume business models. 

Consumer Education and Transparency: Educating consumers about the quality and sourcing of pet food is vital. 

BEST MOMENTS

"The acceptance of those brands has changed, but there's no denying that label has got to look good on that bag when it's in the pet shop." - John

"I think a lot more brands need to get behind the independents because it's so hard now for normal brands to actually break into retail." - Clayton

"Consumers are willing to spend on pet food if they believe that it is nutritionally superior that it will deliver for their pets." - John

"The problem is that people are going online with stuff that isn't innovative or you can easily substitute with half a dozen other products." - Clayton

HOST BIO

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

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

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

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

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

Host Clayton, Sam Muelas, and Caroline Griffiths dive deep into the complexities of the pet food industry, particularly focusing on raw and processed pet foods. They discuss the disparities in nutritional guidelines, the challenges consumers face in understanding pet food labels, and the implications of marketing strategies employed by large corporations. The conversation highlights the importance of education for both pet owners and industry professionals, emphasizing the need for transparency and authenticity in pet nutrition.

KEY TAKEAWAYS

Variety in Pet Food Composition: There is a significant disparity in the composition of pet foods, particularly in raw diets, where different ratios (like 80-10-10 or 85-15) can all be marketed as "complete and balanced" despite varying nutritional content.

Regulatory Focus: Regulatory bodies tend to prioritize hygiene and safety over nutritional quality in pet food, leading to a lack of stringent guidelines regarding the actual nutritional value of the products.

Consumer Confusion: Pet owners often feel overwhelmed by conflicting information from various sources, including veterinarians with differing dietary philosophies (raw, vegan, kibble), making it difficult for them to make informed choices about their pets' nutrition.

Importance of Education: There is a pressing need for better education and clear messaging in the pet food industry to help consumers understand the nutritional needs of their pets and the differences between various types of food.

BEST MOMENTS

"How can there be such a disparity? Same with kibble, by the way." - Caroline 

"The complete and balance guidelines are really fairly easy to tick." - Caroline 

"It's the Wild West. It's an industry that we love... yet is tarnished with a lot of these brands." - Sam 

"Sugar in pet food surely shouldn't be in pet food." - Caroline

HOST BIO

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

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

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

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

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