Pet Business Disruptors

Clayton Payne
  • 4.6 (9)
  • Pets & Animals
  • Updated weekly

Giving an in-depth look into all aspects of the pet Industry, Pet Business Disruptors tackles everything practical you need to know to succeed in the pet industry. Whether it's starting a pet business, finding a pet industry job or selling to the world's largest Pet businesses the Pet Business Disruptors will explain how to do it and how they DID it. Aimed at everyone from entry-level to corporate CEOs within the industry Clayton and his guests cover new trends, new products and industry movements. Showing insights into what's happening in different markets and tackling common problems and challenges faced by pet industry professionals Featuring Industry Myth busters and critiquing industry products and marketing (both positive and negative). This podcast is not to be missed by people who want to know the REAL truth behind the industry and how to approach it from a position of power!

  1. 4 days ago

    Inside SuperZoo: Navigating North America's Largest Pet Retail Event with Mike Karsting

    In this episode, Clayton sits down with Mike Karsting, Senior Vice President at the World Pet Association (WPA), to dive deep into the world of SuperZoo. Mike shares the rich 76-year history of the event, explaining how it evolved from its humble beginnings in 1950 into the premier pet retail trade show in North America.  KEY TAKEAWAYS A Mission-Driven Event: SuperZoo is organized by the World Pet Association (WPA), a not-for-profit organization.  Strategic Scheduling: Hosting SuperZoo in Las Vegas in August isn't an accident. It is perfectly timed for the sweet spot of holiday season purchasing, occurs right after kids return to school. Quality Over Quantity: Following the COVID-19 pandemic, WPA reset their entire database and instituted stricter vetting processes for attendees. Exhibitors Need a Game Plan: Simply paying for a booth isn't enough to succeed. Exhibitors must engage in pre-show marketing and submit items to the highly trafficked New Product Showcase. Education is a Major Pillar: SuperZoo is not just about buying and selling; it's a massive educational hub. With over 60 sessions starting the day before the show floor opens. BEST MOMENTS "WPA is a not-for-profit, which means all the proceeds that come from the trade shows go back into the industry." "You should not be outside in the middle of the day unless you're at the pool and you have a cocktail in hand." "We essentially started over on our database. We took everybody out, we made everybody reapply for our first year back in 2021... all we're trying to do is exactly what you said, making sure the right people are on the show floor." "Putting something in New Product Showcase... that's the number one destination on all of our research. It's the busiest spot of the show for retailers." "If you just show up at SuperZoo and think you're gonna wing it, you're gonna end up seeing a million things and not remember any of it." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors   This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

    51 min

  2. 15 Jun

    Becoming the "Poop Bag Girl": Uncovering the Truth About Biodegradable Plastics

    In this episode, Clayton sits down with Jennifer Blaese, the Big Chief behind Green Line Pet Supplies. Jennifer shares her fascinating 14-year journey from designing a modern poop bag holder in her basement to uncovering the harsh realities of biodegradable plastics in anaerobic landfills. Dubbed the "poop bag girl" by her loyal customers, she discusses the challenges of prioritizing ethics and sustainability in the pet industry. KEY TAKEAWAYS The truth about compostable bags: Most compostable poop bags don't actually break down in standard anaerobic landfills; genuine sustainability requires consumer education and transparent marketing. Embrace your niche identity: Leaning into quirky titles like Jennifer proudly accepting the moniker "the poop bag girl" can build strong brand recognition and approachability in retail settings. Treats shouldn't be toxic: Developing healthy, low-sugar treats like Wiggle Whip requires rigorous sourcing and often means rejecting standard manufacturing shortcuts, such as using corn syrup or unethically sourced milk. Customer feedback is gold: Direct, honest feedback from the field, whether at a trade show or from a cold call, is incredibly valuable for refining product packaging and design, sometimes even more valuable than an immediate sale. Regional distributors champion small brands: Partnering with smaller, regional distributors often provides better brand support and alignment than battling for attention in massive, heavily consolidated distribution networks. BEST MOMENTS "That's when we became garbage nerds. I will judge you based on if you recycle and how you handle your garbage." "When I walk into a store, you won't remember my name, but you will remember I'm the poop bag girl." "Feedback from a customer, regardless of if they buy from you, is more valuable than a sale." "Why are we trying to tackle things that are so hard? ... From somebody who has been in the treat sector, treats are hard." "If you want to get out of a contract, you can legally. And so if people are going to screw you, they're going to screw you. So just make it easy. If you're going to screw me, just do it to my face and we can walk away." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors   This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

    1hr 6min
  3. Jessica Fisher on Fresh Food, HPP and Becoming Your Pet's Health CEO

    7 Jun

    Jessica Fisher on Fresh Food, HPP and Becoming Your Pet's Health CEO

    What if the person you trust most with your pet's health knows the least about what's on their plate? Jessica Fisher, host of The Pet Parenting Reset, joins Clayton to challenge the comfortable assumptions baked into the pet industry. This wide-ranging conversation digs into the nuance the industry often skips: the real risk-versus-reward debate around HPP, why "complete and balanced" was always a flawed promise, and the case for micro-layering products instead of one-size-fits-all feeding. Jessica also shares how a single YouTube comment redirected her career, and why she now champions home diagnostics and bioenergetic testing. You'll come away with a sharper view on combination feeding, why consistency matters more than perfection, and how to position your products for owners who want to be empowered rather than preached at. Above all, it's a reminder that meeting pet parents where they are beats demanding perfection they can't sustain. Tune in for a candid, myth-busting discussion that respects both the science and the realities of modern pet ownership. KEY TAKEAWAYS Weigh HPP as risk versus reward, not as a dealbreaker — Jessica and Clayton agree there are far worse industry practices being ignored while HPP gets disproportionate attention from the holistic community. Build products around micro-layering rather than a single complete-and-balanced bag, letting owners rotate proteins and add supplements on top — this is where the supplement and raw markets genuinely add value. Position yourself as the head of your pet's care team, hiring and firing your vet, groomer and nutritionist accordingly — diagnostics and emergency care are a vet's strength, but nutrition usually isn't. Get baseline blood work done early in a pet's life, not just when something goes wrong, so you have a healthy benchmark to compare against later. Charge fairly for genuinely valuable advice — Jessica finds free recommendations get ignored, because owners with no skin in the game rarely follow through or value the outcome. QUOTES "You can't be everything to everyone all the time, and when you try to do that you're nothing to no one." "I went to my veterinarian and said this is what I'm doing, how can I balance it, and she looked at me and said: I don't know, maybe add some tomatoes." "You have pet stores with better nutritional knowledge than the vet." "You can't patent eat uterus, you can't patent take dandelion root." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

    1hr 10min
  4. From Conventional Vet to Holistic Rebel with Dr Andrew Jones

    1 Jun

    From Conventional Vet to Holistic Rebel with Dr Andrew Jones

    When the traditional system tries to box you in, sometimes the only option is to forge your own path. This conversation dives deep into what happens behind the closed doors of modern veterinary clinics, exploring the intense regulatory pressures that force practitioners down a strict pharmaceutical route long before alternative options can even be considered. From leading a small-town dog protest to facing an astronomical corporate fine for sharing home remedies online, the journey from conventional clinic life to building a massive digital community is packed with eye-opening truths. Discover the unexpected, science-backed power of everyday staples like slippery elm, local honey, and medicinal mushrooms for tackling stubborn ear infections, acid reflux, and chronic inflammation. It is a candid look at the delicate balance between managing a profitable pet business and empowering owners with accessible, holistic health choices that put animal wellness first. Key Takeaways Traditional veterinary frameworks heavily restrict practitioners, often mandating that specific pharmaceutical drugs are prescribed first before any natural or alternative treatments can legally be offered to patients. Sharing honest critiques of corporate pet food funding and advocating for affordable home remedies can lead to massive professional backlash and heavy regulatory fines from veterinary colleges. Building an online presence through raw, educational video content can create a powerful feedback loop, allowing direct communication with pet parents to develop highly targeted, effective natural supplements. Simple, natural remedies like slippery elm for digestive issues, green tea for ear infections, and raw honey for bladder issues frequently offer safer, highly effective alternatives to harsh conventional drugs. The shift toward corporate ownership in the veterinary medicine sector has fundamentally transformed clinics into high-pressure business environments focused on transaction margins and diagnostics. Quotes You sure can't be critical of other veterinarians you can't use the word affordable. If you've got a holistic product then no you're not allowed to use that you have to use what they tell you to use. I felt that in these newsletters i'll just be a little bit more honest and open. The more we can do to sort of yeah not do that the better and and look i think the internet age has changed that because there is people like you out there. It's coordinating a whole bunch of body systems working way better and yeah and there's less pain and inflammation. HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

    1hr 18min
  5. From Traditional Cook Island Roots to Modern Joint Mobility Support

    25 May

    From Traditional Cook Island Roots to Modern Joint Mobility Support

    When a traditional remedy defies standard pharmaceutical paradigms, it turns heads—and when it works wonders on pets, it changes lives forever. We sit down to explore the incredible journey of a transdermal extract derived from traditional Cook Island remedies. Originally developed for human bone and soft tissue repair, this unique blend of hibiscus and coconut oil has created an entirely new category in animal care. The formula acts systemically to coordinate cellular healing, leading to remarkable pain reduction and mobility improvements. With no placebos in the animal kingdom, the undeniable results have seen the product rapidly expand across American veterinary practices. Discover the science, the ancestral heritage, and the undeniable passion driving this natural healing revolution. Key Takeaways The formula is a natural transdermal product consisting solely of a specific hibiscus extract and coconut oil. Rather than supplying stem cells or specific pharmaceutical markers, the extract appears to coordinate the repair process amongst existing cells. Efficacy is highly visible in the animal space because pets cannot experience a placebo effect, providing authentic proof of reduced pain and increased mobility. Securing global patents involved overcoming international objections by providing clear traditional knowledge and robust preclinical data. The company's massive growth in the US market has been driven by grassroots education and direct partnerships with integrative veterinarians. Quotes "We aren't actually injecting or specifically activating stem cells it just seems to coordinate healing." "The animals there is no such thing as placebo with animal right dogs cats horses whatever it may be they're either good or they're not." "It would be a bit like everyone going in and putting out a fire where they all randomly grab a bucket." "We are like a last ditch effort and you know it just works is what we say." "The older you get and the more mature your tissues are the less well coordinated they repair." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

    1hr 12min
  6. Why "Human Grade" is the Most Meaningless Claim in Pet Food

    17 May

    Why "Human Grade" is the Most Meaningless Claim in Pet Food

    Ever wondered why every bag of cat litter now says "senior" or why "human grade" meat is often just industrial hamburger? Jordan Tyler joins the show to strip away the glossy marketing and get real about the science of pet food. We explore the "Me Too" mimicry of global pet expos and the frustrating lack of transparency regarding processing aids like carrageenan that never make it onto the label. This episode tackles the tough questions: Is synthetic nutrition actually more sustainable than "natural" sourcing? Why are producers afraid to talk about specific meat cuts? From the black box of US recycling to the exciting future of cellular longevity, this conversation is a must-listen for anyone tired of being "blitzed" by marketing spiel. It’s time to move past the natural buzzwords and focus on the systemic challenges facing pet health today. KEY TAKEAWAYS Most pet food innovation is actually "marketing innovation," where brands add labels like "Senior" to standard products without changing the underlying formulation. The term "human grade" is legally complex; to be genuine, every ingredient and the facility itself must meet human standards, but many brands use "sourced from" as a linguistic loophole. Industrial pet food often uses emulsifiers and processing aids that aren't required to be listed on the label, obscuring how the product is actually manufactured. Average home-cooked pet meals often lack the bacterial safety standards and nutritional consistency of professional industrial production, risking long-term pet health. True innovation is shifting toward "high-alignment" products like venison blood powder and a deeper focus on cellular longevity and functional whole foods. QUOTES "Pet food is 90% marketing, 10% reality." "Human grade is the same as pet food grade... it's the most meaningless claim ever." "Just because something sounds better doesn’t mean it necessarily is... arsenic is pretty natural." "We naturally take it, stick it through a processor... and pump it into little pellets. It's highway robbery." "Our passion needs to meet demand. Are there enough people demanding this thing that you're so passionate about?" HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

    1hr 5min
  7. From Insurance Agent to Freeze-Drying Innovator with Ashton Hood

    10 May

    From Insurance Agent to Freeze-Drying Innovator with Ashton Hood

    It isn’t every day you meet an insurance agent who decides to trade the office for a goat farm, only to end up building his own freeze-drying machinery from the ground up. Ashton Hood of Shepherd Boy Farms joins the show to share how a chance encounter with raw goat milk transformed his family’s agricultural roots into a high-tech pet food powerhouse. We explore the grit required to dismantle and rebuild complex machinery when "sight unseen" purchases go wrong and why controlling every step of production—from dicing to third-party lab testing—is the secret to outperforming mass-produced brands. Whether it is the ethical sourcing of alligator and lobster or the strategic decision to stick by independent brick-and-mortar stores, this conversation is a masterclass in staying lean, staying grounded, and out-innovating the competition. Key Takeaways Success in the pet industry often comes from solving your own problems, much like how raw goat milk cleared up a family dog's tear stains in just seven days. Bootstrapping a business forces an intimate understanding of the process; learning to build freeze-dryers from scratch turned a technical hurdle into a massive competitive advantage. Freeze-drying is far more complex than simple dehydration, requiring precise control over ice crystal structures to maintain 97% of the original raw nutrition. A dual strategy of high-quality co-manufacturing alongside a dedicated brand can fund growth without the need for diluting ownership through outside investment. Protecting independent retailers by controlling Amazon presence and avoiding big-box "price wars" builds a loyal, educated customer base that values quality over a cheap price tag. Quotes "I have this expensive piece of machinery that is worthless at this point... I’m going to take this thing apart and I’m going to put it back together and I will figure it out." "It’s not just the quality of meat. It’s also about the whole processing angle of it." "We built slow, we built a really good foundation... I think we’re in a good spot to where we will withstand that cycle whenever it comes." "Service is a thing of the past anymore... have the best service out there, have a good price, a fair price, and have the best product." "You can’t put freeze-dried on the shelf and expect it to sell sitting next to a bag of doesn’t matter what... they have to be educated." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

    1hr 1min

  8. 4 May

    Navigating Global Pet Markets: Distributor Secrets with Shane Bartlett

    In this episode, Clayton interviews Shane Bartlett, Head of Sales and Senior VP at Teutonics. They explore Shane's unconventional career path, from a New Zealand carpet factory to teaching English in 1990s Poland, and how it shaped his sales philosophy. Shane shares his entry into the pet industry after discovering raw feeding for his Border Collie, Enzo, in 2009. KEY TAKEAWAYS Distributors provide access, not brand building: Relying solely on a distributor to sell a product is a misconception. Brands must educate retailers and create demand themselves. The power of the "secondary reason": In sales, having a casual reason to be in a store, like buying a toy for a dog, breaks the ice better than a direct cold pitch. Trade show strategies must evolve: Showing up to massive events like Global Pet Expo without pre-booked meetings and a clear strategy is a fast way to burn through a budget. Teaching English translates to sales: Shane's years teaching English as a second language using a question-based method translated perfectly into consultative sales techniques. Veterinary clinic conflict of interest: There is a notable conflict of interest when veterinary clinics, acting as health authorities, push highly processed kibble for profit. BEST MOMENTS "I think a large part of sales is asking the right questions, being a good listener, and being involved in that discussion." "I would say it's comparatively easy to sell in. It's much, much harder to sell out. That's where the rubber hits the road." "I think there is always a misconception that distributors are going to build the market for you." "They make the market accessible, make it easy for you to get into the market, but you still have to have the boots on the ground with the stores." "Raw food's the best thing you can do for a dog." "Have you ever seen a dog cook its food?" "I ain't got time to sell your shit." "If I really like it, I will, but you're relying on me to really like your product 'cause I have a warehouse full of shit here." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

    1hr 30min
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4.6
out of 5
9 Ratings

About

Giving an in-depth look into all aspects of the pet Industry, Pet Business Disruptors tackles everything practical you need to know to succeed in the pet industry. Whether it's starting a pet business, finding a pet industry job or selling to the world's largest Pet businesses the Pet Business Disruptors will explain how to do it and how they DID it. Aimed at everyone from entry-level to corporate CEOs within the industry Clayton and his guests cover new trends, new products and industry movements. Showing insights into what's happening in different markets and tackling common problems and challenges faced by pet industry professionals Featuring Industry Myth busters and critiquing industry products and marketing (both positive and negative). This podcast is not to be missed by people who want to know the REAL truth behind the industry and how to approach it from a position of power!

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