Pet Business Disruptors

In this episode, Clayton sits down with William Grand, the visionary CEO and founder of NutraFusion. William shares the fascinating journey of his company, which began in 2008 with a mission to replace low-quality synthetic vitamins in pet food with highly bioavailable nutrients derived directly from fresh fruits and vegetables. William explains their unique dehydration and isolation technology, the economic realities of premium ingredients, and why their ‘family-first’ virtual business model is the secret to their success.

KEY TAKEAWAYS

Unlike synthetic vitamins which are often poorly absorbed, NutraFusion’s plant-based nutrients are designed for maximum bio-absorption, particularly suited for a dog’s short intestinal tract.

NutraFusion uses a specialised technology to isolate and concentrate nutrients (like Vitamin D from sunlight-exposed mushrooms), allowing manufacturers to add massive nutritional value with a very small physical footprint.

Most traditional pet foods use man-made chemicals (synthetics) to meet regulatory standards. William argues that while these are cheap, they lack the actual performance and health benefits of natural isolates.

Since 2008, NutraFusion has operated as a virtual company, outsourcing manufacturing and logistics while employing a lean, highly disciplined remote team across the US

Many pet food companies use NutraFusion but keep it a secret under NDAs to maintain a competitive advantage in health claims and performance.

BEST MOMENTS

"Synthetics are man-made chemicals. They look good and sound good, but they don’t perform. 90% to 95% is going down the drain."

"We define our business as an ingredient company. I'd rather sell a company 5,000 pounds of our product than have 50,000 customers who eventually use 5,000 pounds."

"The pet industry is different. It's all about the health and welfare of the animal. That was very refreshing compared to the human side."

"If you’ve got a child’s soccer game at 3:00 in the afternoon, you don’t even have to ask. Family comes first."

"We are not over-promising and under-delivering. Our product is absorbed in a dog within the first 20 minutes of them eating."

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 sits down with Yaz Porritt, the founder of Yorkshire Pooch's Therapies. Yaz shares her unique journey from being a fraud investigator in a bank to becoming a specialist in canine pain management and nutrition. They take a look at the complexities of identifying pain in dogs, who are often masters at hiding discomfort, and the importance of a collaborative, holistic approach to treatment. Yaz discusses her advocacy for industry regulation and the ‘four pillars of pain’ that every pet parent should monitor to ensure their furry companions live a happy, comfortable life.

KEY TAKEAWAYS

Approximately 80% of changes in a dog's behaviour, such as new anxieties or noise sensitivities, can be attributed to underlying physical pain.

Pet owners should regularly monitor four specific areas: Behaviour, Gate (movement), Posture, and Capability to catch early signs of discomfort.

Effective pain management requires an integrative approach involving vets, therapists, and nutritionists to treat the ‘whole dog’ rather than just symptoms.

There is a significant push for legislative reform in the UK (the Veterinary Surgeons Act) to protect professional titles and ensure practitioners meet strict competency standards.

The pet industry is flooded with ‘functional treats’ and supplements that often lack therapeutic doses; always prioritise high-quality foundation nutrition over trendy add-ons.

BEST MOMENTS

"Pain goes so much further than a limp or a yelp. It's the stoic ones, the quiet ones who have quietly accepted that this is just what their life looks like now, that you have to watch."

"Your cheapest, most effective supplement is actually having a lean dog. You can't out-supplement a bad diet and poor body condition."

"The inability to verbally communicate about pain does not negate that there is potentially pain, just because they cannot say it doesn't mean it's not there."

"Holistic has been muddied. People believe holistic is just natural, but actually holistic is taking the whole body into account."

"You should never use pain, coercion, or fear to train a dog. You completely misunderstand the absolute fundamentals of a relationship with another sentient being if you think you have to use pain."

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 is joined by Gary Gilmore, the founder of Well Fed Pets. Gary shares his inspiring journey in the pet industry, starting from a part-time job as a teenager to establishing a successful wholesale and 3PL business in Northern Ireland. They take a look at the distinct differences between the UK and Irish pet markets, the impact of Brexit on trade, and the growing demand for holistic pet products. Gary also explains how Well Fed Pets serves as a strategic hub for businesses looking to navigate the complexities of shipping between the UK and Europe.

KEY TAKEAWAYS

Well Fed Pets acts as a vital link for UK pet brands seeking to enter the European market and vice versa, leveraging Northern Ireland's unique dual-market access.

While traditionally trailing behind the UK in trends, the Irish pet market is rapidly evolving, with a significant shift towards natural and premium pet care.

Understanding the nuances of customs, certifications (like AVP storage), and regional regulations is crucial for success in the post-Brexit landscape.

Well Fed Pets' focus on holistic products and specialised storage (like category 3 animal by-products) sets them apart in the competitive 3PL space.

Gary's transition from a high-street pet shop to a multifaceted wholesale and logistics provider highlights the importance of agility and identifying market gaps.

BEST MOMENTS

"I tried to escape, but you can't escape the pet trade; it drags you back."

"Northern Ireland has what they call dual market access, so it's in the EU and the UK."

"The pet trade aren't always that quick to respond to what the public want."

"I think Northern Ireland's gone from a place which is a pain to be in logistically to actually having a real level of handiness to it."

"We feed everything from a mouse to an elephant, and actually it is true."

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 Nadine, the founder of Trinkety Paws, a UK-based manufacturer specialising in high-quality, customisable dog and horse accessories. Nadine shares her fascinating transition from banking and personal training to becoming a powerhouse in the pet industry. They dive deep into the challenges of scaling a handmade business, the logistical puzzle of offering over 3.5 million product variations, and the importance of educating consumers on the value of British-made, durable materials like Biothane. 

KEY TAKEAWAYS

Trinkety Paws was born out of a side project during COVID-19 when Nadine’s personal training business was halted, proving that necessity and creativity often drive the best business ventures.

By utilising modular materials, the brand offers staggering customisation (up to 3.5 million variations in their premium range), which serves as a massive USP but requires rigorous staff training.

Nadine emphasises that while they cannot compete with two-pound collars from big-box retailers on price, they win on longevity, sustainability, and specialised materials like genuine US-made Biothane.

To overcome the internet market of crap, Trinkety Paws is launching a Retail Plus program to help brick-and-mortar stores offer custom-made, perfectly fitted harnesses and collars without needing massive stock.

Staying stagnant is a slow death in business. Trinkety Paws is actively branching into the equine market and exploring non-pet industrial applications for their materials to ensure long-term sustainability.

BEST MOMENTS

"I always feel like people don’t want to see that or hear that, but I’m quite proud of what we’ve built."

"In the premium range, we have 3.5 million variations. It’s absolutely mental; I didn’t even know it was that high until we did the exercise."

"My staff would not appreciate it if we dropped wages to that sort of slavery level just to compete with a two-pound collar."

"We are incredibly sustainable. We hold the material itself, but we don't hold ready-made stock that might never sell."

"The minute I have some time off, I come back and I've got loads of new ideas. The office actually doesn't want me to have time off!"

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 Bobby and Eden, the founders of Pure Pawsitivity (formerly Pure Purée), based in Fountain Hills, Arizona. The couple shares their powerful origin story, born from the heartbreak of losing beloved pets prematurely to cancer and disease. They discuss how their business evolved from making fresh vegetable purées for picky dogs to creating comprehensive superfood powders for both dogs and cats. Bobby and Eden also open up about their personal journey of sobriety in 2022, revealing how cleaning up their own lives gave them the clarity to fight for better pet health.

KEY TAKEAWAYS

The business was founded after Eden lost her dog, Georgie, at age 12 to a pancreatic tumour, and Bobby lost German Shepherds that never made it past age 10. This grief drove them to research ingredients and realise the flaws in commercial pet food.

They started as ‘Pure Purée’, making fresh toppers to help frail dogs eat. They eventually rebranded to ‘Pure Pawsitivity’ to escape the limiting ‘Pure Purée Puppy’ name (which alienated cat owners) and to reflect a broader holistic mission.

Bobby and Eden both got sober in 2022. They credit this lifestyle change with finding their true calling to serve pets, noting that as they healed themselves, they found the drive to heal animals.

Unlike many brands that use synthetic vitamin packs, Pure Pawsitivity relies entirely on whole food sources. For example, they source specific Styrian pumpkin seeds from Austria for their mineral content rather than using additives.

Rather than shaming owners for feeding kibble, they encourage an ‘additive’ approach, adding healthy toppers or fresh foods to existing diets to fill nutritional gaps, which they found even stopped behaviours like poop eating.

BEST MOMENTS

"When we heal our pets, we actually heal ourselves. The work flows through us more than it's us doing the work now. It's just become our calling."

"My Georgie... I saved him, but he really saved me.”

"None of the stuff that we make is made in a lab or for marketing purposes. It's actually made from human and pet energy and experience, so we just know that it works because we've seen it work."

"With health, nutrition in general, when it comes to your pets or people. There are multiple, millions really, keywords that can shut a person down right away because at some point, great grandma was telling you to feed kibble."

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 today's episode, Clayton interviews Humphrey Grimmett, co-founder of Zoomy, a company dedicated to improving joint health in pets through innovative supplements. Humphrey, a veterinarian, shares the journey of creating Zoomie alongside his wife, highlighting their focus on hyaluronic acid as a key ingredient for joint lubrication and health. 

KEY TAKEAWAYS

Humphrey and his wife, both veterinarians, founded Zoomy to address joint health issues in pets, particularly focusing on the benefits of hyaluronic acid as a supplement for dogs, cats, and horses.

Zoomy's product is distinct from traditional joint supplements like glucosamine and chondroitin, as it aims to improve the quality of joint fluid and lubrication rather than just providing structural support.

Research indicates that high molecular weight hyaluronic acid can be absorbed through the gut and effectively reaches the joints, which is a key factor in its efficacy as a supplement.

The business strategy recognizes that pet owners often seek solutions reactively, typically after noticing joint issues in their pets, rather than proactively preventing them.

Zoomy is planning to launch in France as part of its strategy to expand into Europe, leveraging a third-party fulfillment partner to navigate the complexities of international distribution.

BEST MOMENTS

"We were both vets... looking to see if we could make more of a difference to pets outside practice."

"Hyaluronic acid is part of the function of the joint... helps the joint move more cleanly and smoothly."

"The idea behind a supplement containing hyaluronic acid is that you can top those levels up."

"People only start looking for a solution to a problem, which is sometimes disappointing."

"We have a fantastic supplier who has a load of very innovative products." 

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 is joined by Gary from Direct for Pets, also known as Black Cat Medicines. Gary shares the origin story of the business, starting from its roots in a veterinary surgery and evolving into a successful online pet store and pharmacy. They discuss the growth of the business, the challenges and successes of selling on multiple channels like Amazon, Tesco, and eBay, and how they navigate the complexities of the pet medication industry. 

KEY TAKEAWAYS

Direct for Pets began within a veterinary practice, addressing customer demand for buying pet medications online with a prescription.

The business thrives by being available on various platforms like Amazon, Tesco, and eBay, catering to different customer shopping preferences.

The pandemic significantly boosted their online sales, as they became a vital lifeline for pet owners who couldn't visit physical stores.

Direct for Pets focuses on working with reputable brands and ensuring all products are tested and genuine to maintain customer trust.

The company is continuously evolving, recently moving into a massive 40,000 square foot logistics facility and expanding its product range to include the equine sector.

BEST MOMENTS

"We've created what we think is a really nice online veterinary pharmacy, but also an online pet store really that supplies all the different types of products that you would need for your pet at home."

"Customers have a right to buy from wherever they feel comfortable buying from."

"We became the lifeline really for supply [during COVID-19]."

"We don't just sell any tat, if I'm honest. Everything is tried, tested, genuine."

"I think 2026 is all looking really interesting for us. Lots of new brands, lots of existing supplier relationships and yeah, just slowly growing the business really."

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 chats with Dr. Brendan Clark, a seasoned veterinary surgeon with over 30 years of experience. Dr. Clark shares his remarkable journey from a large-animal farm vet to the president of the Yorkshire Veterinary Society and a pioneer in integrative veterinary medicine. He recounts the challenges of his early career in a mining town, the stressors of building a multi-generational practice, and his deliberate transition into the corporate sector to protect his team's future.

KEY TAKEAWAYS

Dr. Clark emphasises the importance of looking for the root causes of illness rather than merely suppressing symptoms with medication.

Holistic care doesn't mean rejecting conventional medicine; it involves using every available tool, including nutrition and alternative therapies, to achieve peak health.

Just like humans, pets benefit significantly from a varied diet. Feeding the same food every day can lead to nutritional deficiencies and a stagnant gut microbiome.

Dr. Clark explains that his decision to join a corporate group was driven by a desire to ensure long-term job security and family-like protection for his 30-member team.

There is a vital need for veterinarians to maintain clinical independence and question the ‘science’ presented by large corporations, which is often designed more to sell products than to investigate health.

BEST MOMENTS

"Stop feeding the same thing day in, day out. Biologically, we're better and able to cope with something that's variety."

"Integrative at every level, from the care that pets were getting to the care that we were trying to take for people in the staff room."

"I saw the corporate route as a protection for that team. Somebody would step in to continue effectively looking after the team."

"Stop just following sales sheets because that's all you're doing. Switch on your clinical brain and start looking at the patient."

"Sometimes you need to root and branch cut out the actual cause of that disease within that business, or within that patient."

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 chats with Hermann Sloot, Commercial Director of Calysta, the company behind the innovative protein ingredient FeedKind. Together, they dive deep into the fascinating world of microbial protein, a sustainable, non-animal protein source created through natural fermentation. Hermann explains how this technology works, scaling from lab to factory, and why it's a crucial answer to the global protein shortage facing the pet food industry. 

KEY TAKEAWAYS

FeedKind is produced by fermenting natural bacteria found in soils (specifically Methylococcus capsulatus Bath) using gas, ammonia, and vitamins, similar to how yeast is used to make bread or beer, resulting in a highly scalable, nutrient-rich protein.

While many alternative proteins are still in the lab phase, Calysta has already built the world’s first commercial-scale factory capable of producing 15,000 metric tons of protein annually, moving beyond theory into real-world application.

Beyond being a sustainable protein source, studies show microbial protein offers specific health benefits for pets, including improved gut health, postbiotic effects, and high digestibility that rivals traditional animal proteins.

Hermann discusses the consumer disconnect regarding meat quality, noting that while pet owners often prize ‘fresh meat’, mechanically separated meats and by-products are standard.

The biggest hurdle for novel ingredients isn't the science but the story. Success lies in shifting the narrative from ‘sustainable alternative’ to focusing on tangible pet health benefits like gut immunity and digestibility to win over skeptical consumers.

BEST MOMENTS

"The challenge for the pet food industry is that we have grown agri-food supply chains to such an extent that you might even ask, how are we going to continue that? Can we extrapolate all that growth in the coming decades?”

"We are kind of a disruptor as well in animal nutrition. We bring a complete new technology, fermentation technology, into the game by which we can produce also proteins for animal feed."

"The benefit is not that it contains insects, the benefit is not that it contains a microbial protein, the benefit should be something that is an issue with the dog."

"I think the pet food industry are kind of magicians as well. They work with by-products and look at what the pet food producers are doing to create a pet food product. It's like producing baby food."

"Sustainability never sells anything, nobody buys on sustainability, you can't appeal to everyone. The hurdle should be around realistic today's use cases rather than trying to make a narrative of striking fear into people's hearts."

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 Louise Toal, co-founder of Furr Boost, to discuss her journey from a career in the food science industry to launching a category-defining dog hydration drink. Louise shares the story of her Beagle, Phoebe, whose health struggles inspired the creation of Furr Boost, and the extensive R&D process required to bring a first-to-market product to life. 

KEY TAKEAWAYS

Furr Boost wasn't created just to sell a product; it was born out of a desperate need to help a sick dog (Phoebe) stay hydrated when traditional options failed.

Louise didn’t rush to market. She spent five years on R&D, working with vets and testing with 40 dog owners to ensure the product was safe, effective, and palatable before officially launching.

Although Louise turned down the investment offer from Dragons’ Den due to valuation differences, the exposure was invaluable, crashing her website with orders and establishing credibility.

Being ‘first to market’ is difficult because customers don't know they need your product yet. Success required relentless education: at trade shows, online, and through vets, to explain why dog hydration matters.

Starting with direct-to-consumer (DTC) sales allowed Furr Boost to build a brand and gather data, which later proved essential for convincing major retailers like supermarkets to stock the product.

BEST MOMENTS

"I did the first one in the kitchen: chicken, butternut squash, and cranberry. She lapped it up, and we started using that to push fluids."

"It was the most sleepless night I've ever had in the business. I'd spent about 80 grand on this bit of kit from a photograph, and just thought, 'I really hope this isn't a bag of spanners.'"

“You don't really think about it, it’s just another piece of work done. On to the next."

"People read pictures. Our packaging had to scream 'I am a drink' because our biggest question was always 'Is it a powder? Is it a food?'"

"The reality with business is you have to continuously pivot, the worst thing you can do is be really hung up with your own ego."

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/