In this episode, Clayton interviews Anne Carlson, the founder of Jiminy's Dog Food, a pioneering brand in the alternative protein market that specializes in insect protein for dogs. Anne shares her journey of introducing cricket protein into the pet food industry, discussing the challenges of regulatory approval and consumer education. The conversation delves into the unique health benefits of insect protein, including its positive impact on gut health, oral hygiene, and overall dog wellness. Anne emphasizes the importance of understanding consumer needs and the evolving landscape of pet nutrition, highlighting how Jiminy's has adapted its marketing strategy to focus on health benefits while still promoting sustainability.

 

KEY TAKEAWAYS

• Jiminy's Dog Food initially focused on cricket protein because it is more familiar and acceptable to consumers, serving as a gateway to the broader acceptance of insect-based pet foods.
• While sustainability is an important aspect of insect protein, the primary focus for consumer appeal has shifted to the health benefits for dogs, such as improved gut health, oral health, and overall nutrition.
• The journey to market involved significant regulatory hurdles, including proving the safety and digestibility of insect protein to gain approval from authorities like the FDA.
• Educating both consumers and retailers about the benefits of insect protein is crucial for market acceptance. This includes understanding the unique health benefits that insects provide compared to traditional proteins.
• The COVID-19 pandemic forced a shift towards direct-to-consumer sales, which ultimately benefited Jiminy's Dog Food by increasing online engagement and allowing for more direct communication with consumers about their products.

 

BEST MOMENTS

"We started with the crickets because they are the gateway bug, the easiest one for the consumer to wrap their head around."

"When I look at my dog, I am always thinking about his health. I care about his health and making the right choices for him."

"It was a hard sell. It was really interesting to see people's reactions."

"We need to focus on what makes people part with their money and it's so important it gets lost a lot."

"The insect protein delivers all of the essential amino acids that the dogs need in the right quantities and it's digestible."

 

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 rivaled by few. 

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