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Clayton interviews Mark Condon, the founder and owner of iPuppy, a groundbreaking dog training enhancement device. Mark shares the journey of developing iPuppy over the past two years, highlighting its unique features, including a large paw button that sends push notifications and video calls to pet owners when pressed by their dogs. The conversation delves into the training process for dogs, the potential applications of the device in service dog scenarios, and the challenges of bringing a tech product to market. Mark also discusses his background as a financial planner, the marketing strategies for iPuppie, and future product expansions, including the possibility of remote door opening and two-way video calls.
KEY TAKEAWAYS
Product Overview: iPuppie is a dog training enhancement device that allows dogs to press a button connected to Wi-Fi, sending a push notification and initiating a video call to the owner's phone.
Training and Use Cases: Initially designed as a potty training tool, the iPuppie has evolved to serve various purposes, including emergency communication for service dogs and notifying caregivers when a dog needs to go outside.
Marketing Strategy: The marketing approach focuses on reaching dog trainers, service dog handlers, and breeders, rather than the average pet owner.
Sales Channels: Currently, iPuppie is sold through its website, Amazon, and TikTok Shop. The company is exploring additional partnerships and retail opportunities.
BEST MOMENTS
"It's the only thing out there on the market that has the push notification in the video." - Mark
"I think of it and I like, I can definitely see, like, let's say if you're an older person, or you have a disability..." - Clayton
"It's not as difficult to train your dog to press it as you might think." - Mark
"I underestimated just how difficult it was to want to create the product." - Mark
"If you can get people who are very knowledgeable, very enthusiastic about your product to get behind it, the sales you'll create is phenomenal." - 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
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Clayton interviews Rory Hanna, co-founder of PAWD Drinks, a London-based company pioneering the pet health drink market. Rory shares the inspiration behind their functional liquid supplements, stemming from personal experiences with his family dog, Scrumpy, who faced health challenges in his later years. The conversation delves into the unique benefits of liquid supplements over traditional pills, the challenges of educating consumers about this new category, and the importance of community engagement through events and direct interactions. Rory also discusses their current direct-to-consumer model, plans for future expansion into retail, and the significance of building a strong investor network that offers more than just financial support.
KEY TAKEAWAYS
Innovative Product Concept: Poor Drinks offers functional supplements for dogs in liquid form, addressing common challenges faced by pet owners when administering pills or powders.
Market Timing and Trends: The rise in popularity of liquid supplements, such as bone broth, has created a favourable environment for Poor Drinks.
Direct-to-Consumer Strategy: Currently, Poor Drinks operates on a direct-to-consumer (DTC) model, focusing on building brand awareness and customer relationships through organic marketing efforts.
Importance of Community Engagement: The company emphasizes the value of community building and direct interaction with customers.
BEST MOMENTS
"It just seemed crazy that there wasn't an easier way to ultimately get supplementary kind of supplements into the dog." - Rory
"I always think DTC is really hard, especially off your own website." - Clayton
"We've built a community that we like to ultimately ask questions, speak to them and really find out what they struggle with." - Rory
"I think people are reactive rather than proactive... it's hard to get people to be proactive." - 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
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Clayton interviews Neil Taylor, the founder of Baker and Bray, a premium dog bed company that has garnered accolades for its quality and sustainability. Neil shares his extensive background in the pet industry, detailing his journey from printing for Pets at Home to launching his own brand focused on creating durable, eco-friendly products. The conversation delves into the challenges of competing in a price-driven market, the importance of customer service in a direct-to-consumer model, and the evolving perception of pet ownership. Neil emphasizes the need for high-quality, long-lasting products that cater to the modern pet owner, while also discussing the significance of personal connections in business.
KEY TAKEAWAYS
Background in the Pet Industry: Neil Taylor has over 25 years of experience in the pet industry, starting with printing for Pets at Home and evolving into product development and publishing before founding Baker and Bray.
Focus on Quality and Sustainability: Baker and Bray emphasizes creating high-quality, sustainable dog beds made from recycled materials, specifically using an average of 40 recycled plastic bottles in each bed.
Challenges of Direct-to-Consumer (DTC) Sales: DTC businesses face challenges such as customer acquisition costs and the need for exceptional customer service.
Market Trends: There is a growing consumer preference for durable, sustainable products over disposable items.
BEST MOMENTS
"I kind of feel our generation has been quite wasteful... there has to be a better way of doing it." - Neil
"You can't afford to lose three months of product on water. It's madness." - Neil
"People's pets... they want the best for their dogs as well." - Neil
"I think people are looking for better quality, better value." - 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
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Clayton interviews Harry Chapman, the CEO and founder of Dot Dot Pet, a start up that has made significant strides in the eco-friendly pet care market. With a focus on innovative products like biodegradable eco towels, uniquely formulated shampoos, and nutritional supplements for cats and dogs, Harry shares insights into the challenges and successes of launching a new brand in a competitive industry. The conversation delves into the importance of branding, the impact of social media marketing, particularly on platforms like TikTok, and the unique features of Dot Dot Pet's offerings, including a calming fragrance for dogs during bath time.
KEY TAKEAWAYS
Innovative Product Focus: Dot Dot Pet has successfully launched eco-friendly towels, shampoos, and nutritional supplements for pets, with the eco towels gaining significant traction due to their biodegradable and single-use design, inspired by the hairdressing industry's hygiene practices during COVID.
Unique Branding Strategy: The company aims to differentiate itself in the pet market by adopting a modern, beauty-oriented branding approach.
Influencer Marketing Insights: The effectiveness of influencer marketing can vary significantly; micro-influencers with smaller but more engaged followings can sometimes yield better results than larger influencers, as authenticity resonates more with audiences.
Research and Development: Extensive research went into developing their products, particularly the shampoos.
BEST MOMENTS
"The eco-towels have taken off really well and the shampoos are now really building." - Harry
"We wanted to create a striking brand that took its look and feel outside of the pet industry." - Harry
"The scariest thing in the world is my cashflow spreadsheet." - Harry
"There's enough space for everyone in the market." - Clayton
"We want to make pet parenthood a walk in the park." - Harry
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
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Clayton interviews Jennifer Murray, a seasoned consultant in the pet industry with over 21 years of experience. Jennifer shares her journey from owning retail pet stores to founding Murray Pet Sales and Consulting, where she specialises in business development, sales, and market research for pet-related businesses. The discussion delves into the intricacies of white labeling, demystifying the process for aspiring entrepreneurs looking to create their own pet treat brands. Jennifer explains the differences between menu-based products and custom recipes, the importance of understanding market trends, and how private label facilities can alleviate the burdens of production and compliance.
KEY TAKEAWAYS
Understanding White Labeling: White labeling allows businesses to create their own brand of products without the need for extensive manufacturing capabilities.
Cost and Minimum Order Quantities: Starting a private label brand can be relatively low-cost, with minimum order quantities typically around 3,000 pouches for menu-based products.
Customization and R&D: While businesses can customize recipes to some extent, significant changes may incur additional research and development costs.
Consulting Benefits: Consulting services can provide valuable insights for pet industry founders, helping them navigate challenges such as market entry, pricing strategies, and product development.
BEST MOMENTS
"White labeling is definitely the most economic way to start your own brand." - Jennifer
"You have to be realistic if you're just starting out and you want to keep your costs low." - Jennifer
"It's very important that you choose a private label manufacturer that has the skill and the expert team behind them." - Jennifer
"Our job as a consultant is actually to be critical and they have to be able to manage that criticism." - Clayton
"You can modify that packaging as needed or to respond to trends or colours." - Jennifer
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
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Clayton sits down with Ben McIntyre, the CEO and founder of Mersey Raw, one of the UK's fastest-growing raw food companies. They delve into the evolution of the raw pet food industry, discussing Ben's journey from feeding his own dogs a raw diet to establishing a successful business that prioritises quality and innovation. The conversation covers the challenges of scaling a rapidly growing company, the importance of education in the raw feeding community, and the unique products Mersey Raw offers, including unusual proteins like goat and rabbit.
KEY TAKEAWAYS
Growth of the Raw Food Industry: The raw food market for pets has seen significant growth over the past 10 to 15 years, with a strong community of passionate advocates who believe in the benefits of raw diets for dogs.
Personal Journey into Raw Feeding: The founder's journey into raw feeding began with personal experiences of feeding his own dogs a raw diet, leading to a deeper understanding of the nutritional benefits and the desire to create high-quality raw food products.
Challenges of Scaling: Rapid growth in the business has led to challenges in logistics, production capacity, and staffing.
Unique Product Offerings: The company differentiates itself by offering a variety of unique proteins and products, such as rabbit and goat, which are not commonly found in the market.
BEST MOMENTS
"I think the message should be spread with love. I don't think we should be shaming people." - Ben
"The quality of the products speak for themselves. We are on the money in that sense." - Ben
"It's hard to get ahead of it. You know, at some times, I don't think people quite understand what goes into it." - Ben
"If you go to them and say, look, I want your help setting us up, they'll help you." - 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
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In this episode of Pet Business Disruptors, host Clayton interviews Yka Maijonen, CEO of Manor Insect, a Finnish company specializing in black soldier fly (BSF) breeding. Yka shares the journey of Manor Insect, highlighting their mission to make insect farming accessible and affordable for everyone. The discussion delves into the challenges and misconceptions within the BSF industry, particularly regarding market viability, pricing, and the importance of understanding customer needs. Yka emphasizes the need for a pragmatic approach to insect farming, focusing on low-cost solutions and the significance of knowledge and training for aspiring insect farmers.
KEY TAKEAWAYS
Accessibility in Insect Farming: Manor Insect aims to make black soldier fly (BSF) breeding accessible to everyone, focusing on low-cost and simple solutions.
Pragmatic Approach to Business: The company emphasizes a pragmatic view of the BSF industry, recognizing the importance of understanding market dynamics and customer needs rather than getting caught up in sustainability hype.
Challenges of Scaling: There are significant challenges in scaling BSF production, particularly in Europe, where regulations limit the use of waste as feed.
Focus on Knowledge and Training: Manor Insect has shifted its focus from merely selling technology to providing knowledge and mentoring for potential insect farmers.
BEST MOMENTS
"We looked at it very pragmatically as a technology, as a tool, and then a tool to means to an end." - Yka
"The only thing you care is that how to make this production cheaper." - Yka
"There's a lot of bullshit figures floating around in terms of what you can actually make from it." - Clayton
"We need to be true competitors... this is the most uncomfortable area for me." - Yka
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
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Clayton interviews Ben Penrose, a seasoned expert in the pet industry with extensive experience in both supply and buying roles. Ben shares insights from his time as the General Manager and Head of Buying at Fetch.co.uk, discussing the complexities of navigating the corporate buying process. He emphasizes the importance of preparation, understanding unique selling points (USPs), and the dynamics of negotiations with corporate buyers.
KEY TAKEAWAYS
Understanding the Buying Process: It's crucial for suppliers to demystify the buying process by understanding the busy nature of corporate buyers.
Preparation is Key: Suppliers should come prepared with a solid understanding of their unique selling propositions (USPs), pricing, and market opportunities.
Effective Communication: When presenting to buyers, it's beneficial to start with the price and profitability upfront, followed by the product's USPs.
Building Relationships: Establishing trust and rapport with buyers is essential.
Utilizing Trade Shows: Trade shows are an effective platform for suppliers to connect with buyers.
BEST MOMENTS
"Buyers are so, so busy... you've got to deal with a supplier and you've got so many stakeholders in your business." - Ben
"I think there's a lot of smaller brands who... once they get into a deal with a corporate, they're not used to clawbacks, marketing budgets." - Clayton
"If you come in cold on a potential customer... it might be just that you came in the inbox and you went out the inbox." - Ben
"If you think... do not offer them your best, best price. Give them a price that makes sense because they're going to take the best, best price." - Clayton
"Start with your price up front... let's have a proper conversation here." - Ben
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
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In this episode of Pet Business Disruptors, Beverly Cuddy, the esteemed editor of Dogs Today, shares her extensive experience in the dog world, discussing her journey from working at the Kennel Club to advocating for animal welfare. The conversation delves into the complexities of dog breeding, the challenges faced by responsible breeders, and the impact of legislation like the Dangerous Dogs Act. Beverly highlights the importance of understanding dog behaviour and the need for better regulation in the pet industry, particularly concerning dog training and breeding practices. The episode also touches on the emotional and financial challenges pet owners face when dealing with health issues in their dogs, emphasizing the need for quality of life over mere longevity. With a blend of personal anecdotes and industry insights, this episode offers a thoughtful exploration of the evolving landscape of pet ownership and welfare.
KEY TAKEAWAYS
Long-standing Involvement in Dog Welfare: Beverly Cuddy has been deeply involved in the dog world since 1990, advocating for various issues such as stopping puppy sales in pet shops and campaigning against harmful legislation like the Dangerous Dogs Act.
Challenges in Dog Breeding: The current breeding landscape is complicated by regulations that often hinder responsible breeders while allowing less scrupulous breeders to thrive.
Lack of Regulation in Dog Services: The dog training and behaviour industry lacks standardisation and regulation, making it difficult for pet owners to identify qualified professionals.
Impact of Popularity on Dog Breeds: Trends in dog ownership can lead to welfare issues, as seen with breeds that become fashionable.
Quality of Life vs. Quantity of Life: When it comes to veterinary care, the focus should be on the quality of life for pets rather than just extending their lifespan.
BEST MOMENTS
"If there's a crisis in the dog world, I'm usually there with a petition." - Beverly
"We need to lobby government to really change so much legislation." - Beverly
"The public has no idea whether they qualify." - Clayton
"Every time there's a dog in a film, it's an unusual breed... puppy farmers go on to mass production." - Beverly
"Quality of life is... more important than quantity." - 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
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In this episode of Pet Business Disruptors, Clayton interviews Kate Hendry, the owner and founder of Finbo Studios, a pet brand marketing company. Kate shares her insights on the importance of branding for pet-related businesses, emphasising that a strong brand goes beyond just a logo; it encompasses strategy, design, and messaging that resonate with the target audience. She discusses the significance of colour psychology, brand consistency, and the need for brands to differentiate themselves in a crowded marketplace. Kate also highlights her passion for the pet industry, drawing from her personal experiences as a pet owner, and explains how her approach helps businesses attract more customers and grow their profits.
KEY TAKEAWAYS
Branding Beyond Logos: Effective branding encompasses much more than just a logo; it includes strategy, messaging, visuals, and the overall perception of the brand.
Importance of Colour Psychology: The choice of colours in branding should align with the target audience's preferences and the brand's message.
Consistency is Key: Successful brands maintain a consistent message across all platforms.
Understanding the Target Audience: Knowing the demographics and psychographics of the target audience is vital for effective branding.
Value of Unique Positioning: Brands should strive to differentiate themselves from competitors by highlighting their unique selling propositions (USPs).
BEST MOMENTS
"A lot of people just sort of see it as the logo, but it does go a lot deeper." - Kate
"You have to be different. And it's all about somehow getting that USP out." - Kate
"Using cliché crap on stuff that it's just lost its meaning." - Kate
"If you have a really, really strong brand, the money that you spend on marketing will be so much more effective." - Kate
"People are terrified to repeat themselves. Yet, if you look at the successful brands, they repeat themselves all the 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
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In this episode, Shirley Yap, founder and owner of Arowana, shares her journey into the pet product distribution market in Hong Kong and Singapore. Transitioning from a background in finance and legal work, Shirley discusses her passion for animals and the inspiration behind starting her business during the SARS outbreak in 2003. She highlights her initial challenges, including language barriers and market understanding, and recounts her first partnership with the Italian pet food brand, Almond Nature. The conversation delves into the competitive landscape of the pet industry, the importance of quality and branding, and the unique dynamics of the Hong Kong and Singapore markets, including regulatory differences and consumer behaviour. Shirley also emphasises the significance of long-term partnerships with brands and the evolving trends in pet ownership, showcasing the resilience and adaptability required to thrive in this vibrant and challenging sector.
KEY TAKEAWAYS
Transition from Finance to Pet Industry: The founder transitioned from a finance and legal background to the pet industry out of a desire for a lifestyle change and a passion for animals, particularly rescue dogs and cats.
Market Entry Challenges: Entering the Hong Kong market requires understanding local consumer behaviour and navigating a competitive landscape with minimal barriers to entry.
Importance of Quality and Branding: Quality is paramount when selecting brands for distribution. A strong brand presence and ethical practices are also crucial, as consumers increasingly seek high-quality, sustainable products for their pets.
Differences Between Hong Kong and Singapore: The regulatory environment for pet food imports is much stricter in Singapore compared to Hong Kong, where there are no pre-qualification requirements.
Evolving Retail Landscape: The pet retail landscape in Hong Kong is shifting from traditional pet shops to more modern, lifestyle-oriented stores and e-commerce platforms.
BEST MOMENTS
"I was frustrated as a consumer... trying to find high quality food or nice products." - Shirley
"It's a survival of the fittest, so to speak." - Shirley
"I think quality is paramount importance." - Shirley
"It's not just about money, but it's about the strategy." - Clayton
"I don't do business with those that sell livestock." - Shirley
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
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In this episode of Pet Business Disruptors, Clayton and Marina sit down with Claire Harris, the founder of Pets to Places, the world's first pet taxi franchise. Claire shares her journey and the mission behind her business, which addresses the critical need for pet transportation services, especially for those who do not drive. The conversation delves into the challenges pet owners face when trying to transport their animals to vets, groomers, and other essential locations, highlighting the growing trend of younger generations choosing pets over children. Claire passionately discusses the importance of proper pet restraint in vehicles, the lack of awareness surrounding pet safety during travel, and her plans to develop a range of crash-tested pet transport products.
KEY TAKEAWAYS
Need for Pet Transport Services: There is a significant demand for pet transport services, particularly for individuals who do not drive or have limited access to vehicles.
Changing Demographics of Pet Owners: The demographic of pet owners is shifting, with a growing percentage of younger individuals (ages 16 to 34) choosing pets over traditional family structures.
Safety and Restraint in Pet Transport: Proper restraint and safety measures for pets during transport are crucial. Many pet owners are unaware of the risks associated with unrestrained pets in vehicles.
Lack of Regulation and Education: There is a gap in legislation regarding pet transport safety, and many pet owners lack knowledge about the importance of using crash-tested equipment.
Market Opportunity for Innovative Products: There is a market opportunity for developing multifunctional pet transport products that are both crash-tested and suitable for everyday use, such as harnesses that can be used for walking as well as in vehicles.
BEST MOMENTS
"Pets to Places is the world's first pet taxi franchise. What is a pet taxi? I get that question a lot." - Claire
"There's actually a real, real need for the service just from the perspective that a lot of people don't have their own vehicle." - Claire
"People are always looking to get their pet to the vet they don't drive. Could you Why don't you do that?" - Claire
"The problem is with the sort of people taxis, as we refer to them, the normal taxis, they don't always take animals for various different reasons." - Clayton
"I think the legislation needs to change and I think it needs completely updating." - Claire
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
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In this episode of Pet Business Disruptors, Clayton interviews Marina Jennings, the manager of Wallace & Sons Pet Supplies, a unique pet store located within a petrol station in Cambridge. With over 20 years of experience in the retail industry, Marina shares her insights on effectively selling pet products and the advantages of operating in a high-traffic location. The conversation delves into the importance of customer engagement, the challenges of selling dog food, and the need for knowledgeable staff to guide customers in making informed choices. Marina emphasises the significance of understanding individual pet needs and the value of providing solutions rather than simply pushing products. The episode highlights the evolving landscape of the pet industry and the potential for convenience-driven retail experiences.
KEY TAKEAWAYS
Convenience and Footfall: The integration of pet supplies within petrol stations offers a unique advantage by leveraging existing foot traffic, making it convenient for customers.
Customer Engagement: Building rapport with customers is essential. Greeting them upon entry and asking open-ended questions helps gauge their needs without making them feel pressured.
Knowledge Sharing: Providing expert advice on pet products, including food and treats, can surprise and delight customers who may not expect such knowledge from a petrol station pet shop.
Problem-Solution Selling: Effective selling involves understanding the customer's pain points and offering solutions rather than simply pushing products.
Merchandising Strategy: In a setting where the shop is not always staffed, careful consideration of product placement and signage is crucial.
BEST MOMENTS
People want convenience. Buying online isn't always as convenient as what it should be." - Marina
"No one's feeding that to their dog with their devil horns going, I'm poisoning him." - Marina
"I always give them five minutes, because that's why I asked, was he in the medical aisle?" - Marina "If you're not actively selling and actively promoting to your clients, you're not going to survive in the long term." - Clayton
"Dog food is one of the few things where price does not equate to quality at all." - Marina
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
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In this episode of Pet Business Disruptors, Clayton interviews Sam Hanbury, co-founder of Doggy Doggy Yum Yum, a unique ice cream brand designed specifically for dogs. Sam shares the fascinating journey of how their human ice cream company transitioned into the pet food industry after noticing dog owners purchasing ice cream for their pets. He discusses the importance of using high-quality, dairy-free ingredients, and the brand's commitment to transparency and health. The conversation delves into the challenges and successes of marketing dog ice cream, the significance of branding, and the impact of social media on their growth. Sam also highlights their partnership with Dogs for Good, a charity that trains assistance dogs, showcasing their dedication to giving back to the community. As they look to the future, Sam hints at exciting new flavours and products on the horizon, emphasising the brand's playful identity and commitment to quality.
KEY TAKEAWAYS
Unique Product Development: The company, Doggy Doggy Yum Yum, was created in response to the observation that dog owners were buying regular ice cream for their pets.
Focus on Clean Ingredients: The brand emphasizes the use of minimal and clean ingredients, avoiding common emulsifiers and stabilizers found in many pet foods.
Effective Branding and Marketing: The playful branding and visual appeal of the product have contributed to its success.
Community Engagement and Giving Back: A portion of the profits from each tub sold is donated to dog charities, specifically Dogs for Good, which trains assistance dogs for individuals with disabilities.
Future Product Expansion: The company plans to introduce new flavors and products, focusing on seasonal and locally sourced ingredients.
BEST MOMENTS
We decided to create an ice cream for dogs that was specifically designed for them. It has no milk at all." - Sam
"Dog owners care more about what they're putting into their dogs than they care about what they're putting into themselves." - Sam
"If you sort of work backwards from what's the lowest price, and then can you match that or not? We won't." - Sam
"It's a treat. It should be enjoyed as a treat." - Sam
"I think much more possibly than the industry I'm in, there are so many good companies in the pet industry." - 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
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In this episode of the Pet Business Disruptors podcast, Clayton engages in an insightful conversation with Dr. Casey Bradley, president of the Sun Swine Group and a PhD animal nutritionist. They delve into the nuances of animal nutrition, discussing the differences between PhD nutritionists and board-certified veterinarians, and the importance of understanding dietary needs for various dog breeds. Dr. Bradley shares her expertise on the implications of high-protein diets, the role of grains in pet food, and the challenges of formulating diets that meet both nutritional requirements and consumer expectations. The episode also addresses common misconceptions about ingredients, the impact of marketing on consumer choices, and the significance of dietary variation to prevent allergies and intolerances in pets.
KEY TAKEAWAYS
Difference Between Nutritionists: A PhD animal nutritionist focuses on optimising nutrient profiles and preventing disease through diet, while a board-certified veterinarian nutritionist specialises in using nutrition as a treatment for diseases in animals. Proactive vs. Reactive Nutrition: The approach to animal nutrition can be categorised as proactive versus reactive, highlighting the importance of long-term health in pet food formulations. Ingredient Quality and Marketing: The pet food industry often uses marketing tactics that can mislead consumers about the quality and benefits of ingredients. Allergies and Sensitivities: Common allergies in dogs often stem from standard protein sources like chicken and beef, rather than grains. Importance of Dietary Variation: Feeding pets a varied diet with different protein and carbohydrate sources can help prevent the development of food intolerances and allergies.BEST MOMENTS
"A board certified nutritionist... uses nutrition as a health intervention or a treatment plan with diseased animals." - Dr. Casey Bradley
"I like to say we're in the prevention stage versus the treatment stage." - Dr. Casey Bradley
"If it's good for me, it's good for my dog." - Dr. Casey Bradley
"Grain-free diets do help enhance the longevity by a year, year and a half in dogs." - Clayton
"You can still overfeed nutrition, certain nutrition components." - Dr. Casey Bradley
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.
SOCIAL LINKS
https://www.linkedin.com/in/clayton-payne-a6772244/
https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
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In this episode, Clayton welcomes Jon Patch, the legendary host of "Talkin Pets," a radio show that has been captivating audiences for over 34 years. They discuss the challenges and rewards of working with both domestic pets and wildlife, touching on topics such as animal rescue, the impact of captivity on wild animals, and the significance of zoos in conservation efforts. Jon shares personal anecdotes, including his encounters with celebrities like Betty White and Linda Blair, and reflects on the unconditional love pets provide.
KEY TAKEAWAYS
The podcast features a host who has been running a pet-focused radio show for 34 years.
Authenticity is crucial in connecting with audiences, especially in niche markets like pet care.
Advances in technology have transformed how shows are produced and broadcasted, allowing for remote connections and live interactions with audiences, which enhances listener engagement.
The discussion touches on the ethical considerations surrounding animal captivity, the role of zoos in conservation, and the significance of adopting rescue animals, showcasing a commitment to animal welfare.
Personal health challenges and experiences with animals have profoundly influenced the host's outlook on life.
BEST MOMENTS
"I think we're always going to have zoos... but the thing is that for me I like to see zoos that are kept up."
"It's tough actually, personally speaking, to see some of these orcas in those pools because they're gigantic."
"I do it for the love of, you know, the animals and helping. It's kind of like my giving back."
"If you watch animals, animals kill only for food. They don't start wars."
"I knew I ended up getting kidney disease... I said, if this is my last show, I'm doing my show."
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.
SOCIAL LINKS
https://www.linkedin.com/in/clayton-payne-a6772244/
https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
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In this episode, Clayton sits down with Chris Jones, the Managing Director of Peregrine Live Foods, the UK's leading distributor of reptile and live food products. Chris shares the fascinating history of Peregrine, which began 35 years ago as a small live food business founded by two scientists and has since evolved into a major player in the pet industry, employing around 170 people and serving over a thousand shops weekly. Chris also discusses the importance of independent pet shops in the reptile market, the challenges posed by Brexit, and the potential for international expansion.
KEY TAKEAWAYS
Peregrine Live Foods has transformed from a small live food distributor into a comprehensive supplier of reptile products.
The growth of Peregrine has been driven by strategic sales initiatives, product diversification, and capitalising on market trends, such as the boom in pet ownership during the COVID-19 pandemic.
Independent reptile shops play a crucial role in the market by introducing new customers to the hobby. These shops often provide better education and ethical practices compared to larger retailers.
Reptile owners tend to spend significantly on supplies, with average monthly expenditures ranging from £100 to £200. This highlights the potential profitability for pet shops that cater to reptile enthusiasts by offering a variety of products, including live food and specialised care items.
Peregrine is looking to expand its reach beyond the UK by exporting its brands, particularly in the aquatic and reptile sectors.
BEST MOMENTS
"Peregrine started about 35 years ago... they were essentially scientists working in a laboratory studying insects for the purpose of pesticides."
"I think getting up to a million is difficult, but once you hit the one million... it takes some pretty strong strategies and pretty strong new brands."
"We started to build that a little bit more. We've bought out another company since then, Fish Science... and yeah, some big plans coming in the next couple of years."
"I think there's definitely been a thinning out. I think what is true is that with the internet, people who are morally dubious get found out now very easily."
"We have around 7.5 million to 8 million reptiles in the UK, somewhere in the region of a million owners. It's not insignificant."
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.
https://www.linkedin.com/in/clayton-payne-a6772244/https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
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Welcome to the latest episode of Pet Business Disruptors!
In this exciting installment, host Clayton sits down with Harry Bremner, the founder of Tuggs, a groundbreaking dog food company that is changing the game in the pet food industry.
Tuggs stands out by blending traditional animal proteins with insect proteins, specifically black soldier fly larvae, to create a nutritious and sustainable dog food option.
Discover how Harry's journey began with a curiosity about entomophagy and evolved into a mission to improve dog health and reduce reliance on livestock.
In this episode, you'll learn about:
The unique benefits of using insect proteins in dog food. The challenges of launching a fresh dog food brand in a competitive market. Insights from Harry's customer research that shaped Tuggs' product offerings. The importance of sustainability in pet food and how Tuggs is addressing it. The future plans for Tuggs, including new product developments and manufacturing in the UKJoin us as we explore the innovative world of pet food and how Tuggs is paving the way for healthier, more sustainable options for our furry friends.
Don't forget to like, subscribe, and hit the notification bell for more insights into the pet business industry!
Links: Visit Tuggs: https://www.tuggs.uk/
Follow us on LinkedIn: Harry Bremner
Follow me on TikTok: @petbusinessdisruptors
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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.
https://www.linkedin.com/in/clayton-payne-a6772244/https://www.tiktok.com/@petbusinessdisruptors
https://www.youtube.com/@PetBusinessDisruptors
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In this episode Clayton interviews Lara McCullough , the owner of Karnlea, a company specializing in high-quality pet supplements. Lara shares her journey in the pet industry, which began 20 years ago out of a personal need to help her rescue dog with dietary issues. The conversation delves into the evolution of the supplement market, the importance of quality and transparency in pet nutrition, and the challenges of distribution for new brands. Lara discusses the unique aspects of her products, including bone broth and goat milk supplements, and emphasizes the significance of education for both retailers and consumers in making informed choices.
KEY TAKEAWAYS
Market Timing and Product Development: The launch of the bone broth product was well-timed with the growing interest in pet nutrition and the rise of raw feeding. The company identified a gap in the market for convenient, shelf-stable bone broth, which contributed to its success.
Importance of Quality and Transparency: The company emphasizes the significance of high-quality ingredients and transparency in sourcing. They ensure their products are tested by independent labs and produced in human-grade facilities, which builds trust with consumers.
Education as a Key Strategy: Educating both retailers and consumers about the benefits and proper use of supplements is crucial. The company offers training sessions for retailers to help them understand the products better, which in turn aids in selling them effectively.
Distribution Strategy: The company utilizes a combination of direct sales and partnerships with wholesalers like Pedigree and Well-Fed Pets. This multi-channel approach helps them reach a wider audience while accommodating the needs of smaller retailers through starter packs and low minimum order quantities.
BEST MOMENTS
"I couldn't get him to eat kibble... I was desperately searching for something to help me with his skin."
"We wanted somewhere that could make our product and immediately pack it... fresh as can be, you're not losing any of the nutrients."
"You might think you might be getting a better value product, but you would need to give three times as much to get the same out of it."
"It's all about education... if you want to have a Zoom call and a bit of training with me on the product, that's no problem."
"It's an easy upsell if the shops know how to do it; it's a really easy upsell for them."
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.
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
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