Avsnitt
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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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Saknas det avsnitt?
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In this episode, Clayton engages in a thought-provoking conversation with Joe Flanagan, the Director of Ingenious Probiotics. They explore the revolutionary concept of using probiotics not just for pet health, but also for improving indoor air quality and reducing reliance on harmful chemical cleaners. Joe shares his journey from air quality management to the pet industry, highlighting the importance of maintaining a healthy microbiome for both pets and humans. Their discussion delves into the misconceptions surrounding bacteria, the dangers of antibacterial products, and the environmental impact of chemical cleaners.
KEY TAKEAWAYS
Joe highlights the importance of using probiotics to outcompete harmful bacteria rather than relying on chemical antibacterial products, which can leave behind resistant strains and disrupt the natural microbiome.
The use of chemical cleaning products not only affects indoor air quality but also contributes to pollution in water systems, impacting wildlife and ecosystems. The conversation emphasizes the need for safer alternatives that are less harmful to the environment.
There is a growing understanding of the significance of microbiomes in both humans and pets. A healthy balance of good bacteria is essential for overall health, and disruptions can lead to various health issues, including skin problems in pets.
Joe discusses the rising concern of antimicrobial resistance due to the overuse of antibiotics and antibacterial products. It stresses the importance of using probiotics to help maintain a healthy microbiome and reduce reliance on antibiotics.
The conversation encourages pet owners to consider the broader implications of their cleaning and care products, advocating for a holistic approach that prioritizes the health of pets and the environment, ultimately leading to better overall well-being for both.
BEST MOMENTS
"If we can use a probiotic instead of an antibiotic, we're helping with antimicrobial resistance."
"You can end up in this fuzzy logic, this counterintuitive situation where the more antibacterial chemical cleaning you do, the less hygienic the situation can be."
"Every piece of life on this planet has its origins in bacteria."
"The environment is kind of nice to have. It's like second or third on the biome scene because it's too abstract."
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, Clayton interviews David Fluker, the president and owner of Fluker Farms, America's largest insect company. They discuss the evolution of the pet industry, the unique range of products Fluker Farms offers, including canned and vacuum-packed crickets, and the challenges of navigating regulations in the insect sector. David shares insights into the company's diversification strategy, particularly in black soldier fly production, and the importance of research and development in driving innovation.
KEY TAKEAWAYS
Fluker Farms is recognized as America's largest insect company, supplying a wide range of insect products to major pet retailers like PetSmart and Petco. This diversification into the pet industry has provided a year-round revenue stream compared to the seasonal fishing bait market. The company offers unique products such as canned crickets, fresh vacuum-packed crickets, and freeze-dried options. This variety caters to different consumer needs and preferences, especially in regions with restrictions on live insects. Collaborating with universities and focusing on research and development is crucial for Fluker Farms. This investment helps in innovating and improving product offerings, ensuring they remain competitive in the market. There is a significant focus on black soldier fly production, which is seen as a sustainable protein source for animal feed. The company aims to lower production costs to compete with traditional protein sources like chicken meal and fish meal. The potential for growth in the insect protein market is substantial, particularly in animal feed. The partnership with Soldier Fly Technologies is expected to enhance production capabilities and market reach, paving the way for more innovative products in the future.BEST MOMENTS
"I think the future of it [insects] is in animal feed rather than in human food per se. But I think just as a replacement to things like soy, it’s such an important thing."
"I want to make sure that the price I produce it at I can sell it at, and I can sell it to them for a price that's lower than what they actually think."
“You do fresh vacuum packed crickets, like the freeze dried crickets, it's quite a massive range. I've seen the canned crickets, but the fresh vacuum packed ones look brilliant to be honest. I think it just opens up so many more market streams and also convenience.”
“I know America moves so much quicker in terms of laws, and I think that's what makes America a really great country in terms of being stationed there and actually having your business there. It's the ability to move and talk to your legislators and actually get things sorted out.”
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 today's episode, Clayton interviews Greg West, the owner of Cornell's World and the promoter for the WCRE (West Canadian Reptile Expo). Greg shares insights into his journey in the reptile industry, from his early experiences with reptiles to his involvement in TV shows like "Scaled." He delves into the importance of reptile expos in the industry, highlighting their sense of community and the opportunity they provide for education and networking.
KEY TAKEAWAYS
Greg West, the owner of Cornell's World, emphasizes the importance of entertainment and community at reptile expos.
Reptile shows foster a sense of camaraderie among participants, creating a unique and enjoyable experience.
Greg's journey into the reptile industry started with a passion for reptiles and evolved into a successful business venture.
The success of Greg's business is attributed to his dedication, hard work, and commitment to customer satisfaction.
The future of Greg's business involves adapting to changing market conditions and continuing to provide high-quality products and services to customers.
BEST MOMENTS
"I think the worst part about doing that pitch was the fact that I realized that people actually believed my business was worth what I was asking."
"The nice thing about the reptile shows is the diversity. Pet stores are geared towards selling popular reptiles, but at expos, you see a variety of species that you wouldn't see elsewhere."
"Whenever the economy is bad, it's always bad for everyone, but there's winners and losers. I think it's always a thinning-out process."
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, Clayton and Harvey discuss the challenges and strategies of succeeding as a pet industry distributor. Both hosts share their own insights based on their extensive experience in the field. They discuss the evolution of distributors in the pet industry, highlighting the importance of niche specialization, stock management, and effective communication with suppliers. They also cover topics such as the impact of large distributors, the significance of customer service, the role of trade shows, and the pitfalls of running out of stock.
KEY TAKEAWAYS
Maintaining good stock levels is essential for distributors to prevent out-of-stock situations, which can lead to lost sales and customer dissatisfaction.
Distributors should be selective in their product offerings, focusing on quality over quantity to ensure they can meet demand and provide consistent supply to their customers.
Clear and consistent communication with customers and suppliers is crucial to avoid misunderstandings, ensure smooth operations, and build strong relationships.
While price is important to attract customers initially, other factors like product availability, customer service, and product quality play a significant role in retaining customers and building loyalty.
Distributors need to be adaptable to changing market trends, innovate in their product offerings, and continuously improve their operations to stay competitive and meet customer needs.
BEST MOMENTS
"I think the bigger a company gets, the worse they get at communicating."
"I think like, so I used to do my own repping. Because our business was geared Monday to Friday, I used to do double calls on a Monday and then Friday it would just be, we get the stuff out and then like, it would be a quiet day." - Interviewee
"It's sad as well because I've got competitor product as well. And so rather than my customer buying this product, they're buying someone else's."
"There's a decline in pet ownership of rabbits and birds. I mean, bird seed was massive. We used to sell loads of canary mix and budgie mix. Everyone would have a couple of sacks of budgie mix a week, whereas now an average pet shop might sell a couple of kilos a week."
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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The podcast episode features an engaging conversation between the host and Jamie Keane, the founder of Bespotted, discussing the pet industry and marketing strategies. Jamie shares her journey from working at a doggy daycare to starting her own business in the pet industry. They delve into the challenges of marketing in the pet industry, emphasizing the importance of understanding niche markets and addressing specific pain points of customers. The conversation also touches on the significance of authenticity, transparency, and building relationships with customers in the pet industry. Throughout the episode, they explore topics like imposter syndrome, the value of knowledge sharing, and the need for relatability in client interactions.
KEY TAKEAWAYS
It's important to understand your niche and focus on solving specific problems for a targeted audience.
Stay updated with marketing trends and be open to trying new strategies to stay ahead in the industry.
Empower your clients by providing them with valuable information and tools to make informed decisions.
Overcome imposter syndrome by gaining confidence in your expertise and being open to learning from others.
Build trust with customers by being authentic, relatable, and honest in your interactions.
BEST MOMENTS
"The pet industry's always been a bit behind, I think, when it comes to marketing. I always feel like we kind of hit the sort of marketing trends two or three years later."
"I think it's interesting like we talked about the mom theory and like it's like one thing I always have is like in that consultancy work I've done, is actually giving people harsh news is actually really, really beneficial."
"If you can deal with this tank of a dog who's going psycho, you could deal with my five pound chihuahua."
"When you're getting maybe not the most positive feedback, that doesn't mean the idea needs to die, but you just need to be open to pivoting and going a different or heading."
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 podcast, Clayton sits down with David Hartigan, the CEO of Hemp Heroes, to discuss the journey of Hemp Heroes in the CBD and hemp-based industry. David shares his background in business consultancy and how he ventured into the hemp space. They delve into the different types of CBD products, the importance of quality, and the challenges faced in the industry. David also talks about the misconceptions surrounding hemp and CBD, as well as the future plans for Hemp Heroes, including expanding into the human food market. Tune in to learn more about the fascinating world of CBD and hemp-based products.
Key Takeaways
Hemp Heroes is a leading brand in Europe for CBD products for pets, with a focus on high-quality, organic, and cold-pressed CBD oils.
The company has differentiated itself by conducting clinical studies, partnering with animal rescues, and focusing on in-house manufacturing to ensure product quality.
Education and word of mouth have been crucial in overcoming misconceptions about CBD products, especially related to their association with cannabis.
The company has successfully penetrated the Irish market and is now looking to expand into the US market, where there is a higher level of CBD product awareness and acceptance.
Future plans include further growth in the human CBD market, leveraging existing connections and success in the pet CBD market.
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, Clayton sits down with Michelle Hollis, a veterinary nurse and member of the Raw Feeding Veterinary Society. Michelle shares her journey into raw feeding for her working cocker spaniel and the positive impact it had on her dog's health. They delve into the controversy surrounding raw feeding in the pet industry, contrasting views on raw feeding among veterinarians, and the importance of proper nutrition for pets. Michelle emphasizes the need for variety in a balanced raw food diet and highlights the significance of supplements in pet nutrition.
KEY TAKEAWAYS
Raw feeding for dogs can have significant benefits, such as improved dental health, skin, coat, and teeth condition.
It is essential to ensure a balanced raw food diet by including a variety of meats, offals, and supplements like green-lipped muscle powder, bone broth, and herbal supplements.
Joining online communities like Raw Feeding for Dogs Made Simple UK and the Raw Feeding Veterinary Society can provide valuable support and information for raw feeding.
There is a lack of in-depth nutrition training for veterinarians, leading to reliance on commercial pet food brands for guidance.
The controversy surrounding grain-free dog food and its potential link to dilated cardiomyopathy highlights the importance of thorough research and critical evaluation of pet food choices.
BEST MOMENTS
"I think if you are seriously looking at going into raw feeding, um, There's a lot of Facebook groups out there that give you support."
"I think the thing is a lot of consumers they always worry that they kind of want their dogs to enjoy everything."
"Vets, they're so busy, and obviously nutrition, unless they're specialising in that area, is such a small section of their course."
"I think it's interesting because obviously, the veterinary line is it's become quite rigid and you probably want to comment on this because I don't want to get you in trouble."
"Vets, they're so busy. They're so busy. And obviously, nutrition, unless they're specialising in that area, it's such a small section of their course."
VALUABLE RESOURCES
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, Clayton interviews Chris and Katie from the Animal People Recruitment Company. The trio discusses the origins of the business, their passion for the pet and animal health industry, and the unique challenges and successes they have encountered in their recruitment work. They delve into the importance of cultural fit in hiring, the value of transparency in salary negotiations, and share amusing anecdotes from their experiences in the industry.
KEY TAKEAWAYS
The recruitment company focuses on the pet and animal health industry, offering specialized services for commercial roles within these businesses.
Emphasizing the significance of understanding and assessing cultural fit for candidates in the recruitment process to ensure a good match with the company.
Encouraging candidates to be authentic in their applications and interactions, showcasing their passion and skills relevant to the role.
Highlighting the importance of open and honest discussions about salary expectations and avoiding ambiguity in salary bandings.
Observing trends such as a focus on the human-animal bond, innovation in products like freeze-dried raw food, collagen, and CBD products, and a growing emphasis on cat-related brands and products.
BEST MOMENTS
"Recruitment done well will be the best money that you ever spend for your business, because without the right people in your business, you are nothing."
"60% of our candidates placed last year came from outside of industry."
"AI will never be able to really do what we do, and that's really get under the skin of someone and make them feel authentic enough to be themselves."
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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Today, Clayton is discussing the topic of influencer marketing in the pet industry with Randy Williams and Emma Lock, who is more commonly known as Emzotic. Randy and Emma share insights into their experiences with influencer marketing, particularly in the context of their businesses, WeGroCo and Zen Habitats. They discuss the challenges and benefits of working with influencers, the importance of authenticity, and the innovative approach of creating branded creator stores to enhance the relationship between creators and brands.
KEY TAKEAWAYS
Building long-term relationships between brands and creators is crucial for sustainable success in influencer marketing.
Niche-focused influencer marketing in the pet industry can lead to more authentic and impactful content.
Utilizing branded creator stores can provide creators with better tracking, data, and control over their sales, leading to higher commissions and more personalized customer interactions.
Creators should prioritize quality over quantity when selecting brand partnerships to ensure authenticity and trust with their audience.
Providing creators with structure, guidance, and support can help them maximize their impact, revenue, and long-term success in the industry.
BEST MOMENTS
"I would rather commit to three or four really good companies than 20 or 30 of the really big companies, because I'm going to make substantially more building on the trust with the companies who believe in me."
"My biggest pet hate is Amazon, because they do not create the market at all. They just siphon some off the top."
"It's very easy to get lost in the weeds of, I need to make money, they're offering me affiliates, they're offering me affiliates, let's just do it, but then you're not really, it's not part of your natural psyche to be able to go, what is worthwhile, what isn't worthwhile?"
VALUABLE RESOURCES
https://www.youtube.com/@Emzotic/
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, Clayton has a lively discussion with Pixie Greatorex, a pet industry writer, blogger, and SEO specialist. Pixie shares her journey from owning a pet-sitting business to becoming a freelance writer in the pet industry. Their conversation delves into the importance of content strategy, the impact of AI on writing, and the value of blogs in increasing Google rankings. Pixie emphasizes the need for businesses to prioritize blogs and shares insights on building relationships, pricing transparency, and the evolving landscape of content creation in the digital age.
KEY TAKEAWAYS
Building relationships with other professionals in the industry can lead to potential leads and collaborations.
Utilizing LinkedIn for personal branding and networking can be effective in attracting the right clients.
Developing a clear content strategy, including blogs and email marketing, can significantly impact a business's online presence and lead generation.
Blogs can increase a business's ranking on Google by 434%, making them a valuable tool for visibility and attracting potential customers.
Being transparent about pricing can help potential clients understand the value of services and reduce barriers to inquiry.
BEST MOMENTS
"You need a strong presence obviously on social media, but be clear, have a strategy. have content pillars for people that don't know what they are."
"You need to make sure that everything that goes on your website and in your blog is completely directed at what you do. And your words, you need to pick certain words to put in your copy that tell Google that."
"I think being funny is really like such an event. Like I'm naturally a funny person. So I'm thinking, well, that's a gift I've got that I could use where I don't like to be bored."
"If I can't add value, I don't want to work with you and I hope if I can't add value, you don't want to work with me."
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 first episode of Pet Business Disruptors, Clayton speaks to Hugh Petit, the co-founder and COO of Grub Club Pets, an insect pet food company. Hugh discusses the journey of starting an insect-based dog food business and the challenges and successes they have faced. Together, they delve into the unique selling points of insect protein for pets, the challenges of introducing insect-based products to consumers, and the strategies they have used to overcome skepticism. Hugh also shares insights on their product development process, fundraising efforts, and the importance of brand differentiation in the competitive pet food industry.
KEY TAKEAWAYS
Invest heavily in building a strong brand as it is a core part of the IP that cannot be easily copied.
Pay attention to customer feedback and use it to drive product development and decision-making.
Consider expanding product offerings to cater to different customer needs and preferences, such as introducing wet food and new treat options.
Tailor product offerings and marketing strategies based on the channel, with subscription models working well online and specific products like dental sticks performing better in retail.
Be willing to pivot and make strategic decisions based on market feedback and performance data, such as shifting focus from treats to food based on customer demand.
BEST MOMENTS
"Dogs are fun, silly characters. They're not all pedigree labs in a field. So why not communicate that through a brand as well and say, yeah, we try and have a bit of fun."
"You can get grants and schemes through the government, or even loans, business loans. So there are ways of getting money on board without it being an investor pitch."
"All of our products will still have a functional benefit and certainly all contain insect protein which has a lot of functional benefits to it."
"Would you buy crisps online? Would you buy chocolate bars online? Not really, you know? But if you're online, you're buying your dog food and they've got treats, yeah, man, I'll chuck that on."
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
