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.
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