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. From Insurance Agent to Freeze-Drying Innovator with Ashton Hood

    3 HR AGO

    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/

    59 min

  2. 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 27min

  3. 27 APR

    QuailOS: How One Entrepreneur is Automating the Poultry Industry

    In this episode, Clayton sits down with Christian Greninger, the founder of Undique.us and QuailOS.com. Christian shares his fascinating transition from working as an IT engineer in Ireland to building a nationwide network of 14 quail farms across 10 US states. He discusses how neighborhood restrictions on chickens led him to raise quails, which eventually blossomed into a thriving business creating single-ingredient dog treats and cat toys.  KEY TAKEAWAYS Turn a hobby into an enterprise: Christian originally started raising quails simply to have fresh eggs when chickens weren't allowed in his neighborhood, which organically scaled into a massive pet treat business. Adopt a zero-waste approach: Undique.us ensures no part of the animal is wasted by using the meat and eggs for dog treats, feathers and wings for cat toys, and the waste for organic garden fertilizer. Automate your compliance: Drawing on his IT background, Christian built QuailOS to automate the tedious National Poultry Improvement Plan reporting, turning 6,000 minutes of manual paperwork into a single click. Create unique educational revenue streams: Beyond standard pet treats, Christian expanded his business with "Rent-A-Hatch". This service provides families and schools with incubators and eggs for a hands-on hatching experience. Build a collaborative network: Instead of operating entirely alone, Christian built a collaborative network of 14 farms to efficiently fulfill nationwide orders and support other rural agricultural businesses. 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 3min

  4. 20 APR

    Disrupting the Small Pet Market with HayPigs!

    In this episode, Clayton sits down with Rik Cridland, the founder of HayPigs!. Rik shares his journey from studying industrial design and creating film merchandise to revolutionizing the small pet market. After rescuing two guinea pigs with his wife, Rik realized the pet industry lacked fun, high-quality, and colorful products specifically for small animals.  KEY TAKEAWAYS Rik founded HayPigs! after noticing that small animal products in pet shops were often dull and lacked the creativity commonly seen in dog and cat toys. Instead of catering to all pets, HayPigs! chose to champion guinea pigs, proving that specializing in a specific niche can build a highly dedicated customer base. Rik explains the difficulties of getting niche products into large retail stores and the benefits of selling directly to consumers through their own platform. Applying his background in industrial design and promotional merchandise, Rik focuses on creating products that are not just functional but also visually appealing, memorable, and fun. Engaging directly with guinea pig owners and creating shared experiences has been a crucial element of the brand's growth and long-term survival. BEST MOMENTS "I've always been a sponge for learning and when I stopped learning I probably get itchy feet." "I'm going to champion the little guys 'cause no one's done guinea pigs and I don't understand why, maybe the market's too small." "The worst thing you can be is a generalist." "There's only one value to products and ideas and that's sales at the end of the day." "You can think you've got it right, you can think it's really easy, you can think you've done your research and tested it with people, but until you get it out there with the great public, you don't get the feedback completely." 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 15min
  5. The Freelance Vet: Ibra Hernando’s High-Stakes Bet on the Future of Vets

    13 APR

    The Freelance Vet: Ibra Hernando’s High-Stakes Bet on the Future of Vets

    In this episode, Clayton is joined by Ibra Hernando, a veterinary surgeon turned entrepreneur and the CEO of Ronda. vet. Ibra shares the why behind his transition from the operating table to the tech world, highlighting the massive inefficiencies and high costs associated with traditional veterinary recruitment agencies. We dive deep into how Ronda. vet is acting as the Uber for locums, providing a transparent, review-based marketplace that connects practices and freelancers in seconds rather than days. KEY TAKEAWAYS Traditional agencies often charge surcharges between 30% and 50%, making temporary staffing prohibitively expensive for practices while offering little transparency to the locums themselves. By removing the middleman, Ronda. vet has streamlined the recruitment process to the point where a practice can post a shift and have it filled in as little as 42 seconds. Unlike traditional models, a two-way review system introduces accountability, ensuring that both the practice and the locum are treated fairly and perform to high standards. The veterinary industry is seeing a massive shift toward "locuming" as a way to combat burnout, allowing vets to control their schedules and take extended breaks. Ibra and his partner chose to sell their house to self-fund Ronda. vet, choosing to bet on their vision for the industry rather than immediate personal stability. BEST MOMENTS "Nowadays, in 2026, we get everything through apps... and suddenly the locum work was left behind." "Every time there’s a middleman, everything gets a little bit slower... and everything becomes more expensive." "The probability of success of a marketplace... is 0.01%. Luckily we didn’t know this before starting the business." "We sold the house... so basically the house has gone into Ronda. Now our house is Ronda." "I used to give to myself three months of holidays every year when I was a locum. And like this, I was very happy." 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/

    55 min
  6. From Medicine to Marketplaces: The Jo Proud Story

    5 APR

    From Medicine to Marketplaces: The Jo Proud Story

    Today, Clayton is joined by Jo Proud, the visionary founder of PetAttics. Jo shares her remarkable journey from a career in medicine to becoming an award-winning entrepreneur. She discusses the inspiration behind her first global success, MoodBears, and her experience receiving investment from all five dragons on Dragons' Den. The conversation then shifts to her latest venture, PetAttics, a specialised digital marketplace designed specifically for pet owners to buy, sell, and recycle pet-related items.  KEY TAKEAWAYS Jo highlights how her Dragons' Den investors provided crucial high-level contacts, such as a direct line to major retail buyers, which transformed her business overnight. Moving from a physical inventory model (MoodBears) to a tech-based platform (PetAttics) requires a different mindset, focusing on digital marketing and user acquisition rather than warehouse management. PetAttics was born from a desire to reduce waste, allowing owners to recycle high-quality pet gear that would otherwise end up in landfills. While giants like eBay and Amazon dominate general sales, Jo believes a dedicated, community-focused platform for pet lovers offers a superior, more browsable user experience. Jo and Clayton discuss the modern necessity of using tools like ChatGPT and social media reels to maintain a consistent and engaging brand presence without burning out. BEST MOMENTS "I wanted to get eyeballs on this business to help children with mental health issues, to help adults, to help anybody that needed a smile." "Deborah Meaden cc’d me in the same toy buyer from Asda, within 30 seconds I had a response." "PetAttics is very much like a Vinted, but for pets, dogs, cats, and any animal-related items." "In the tech world, you’re either the dominant force or you’re dead in the water." "You shouldn’t be posting the same on one page that you post on a different page, every social site needs something different to get that traction." 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/

    43 min
  7. Saving the Planet One Drink at a Time: The Story of Totoniks

    29 MAR

    Saving the Planet One Drink at a Time: The Story of Totoniks

    Clayton is joined by Geoff Bowers, the founder of Totoniks. Geoff shares his fascinating journey, from his early career as a military and police dog trainer in Manchester to becoming a pioneer in the raw pet food industry in New Zealand. He discusses his deep passion for dog welfare and the scientific research that led him to discover the critical importance of blood and hydration in a dog's diet. Geoff also talks candidly about the challenges of fast business growth, his transition from K9 Natural to founding Totonics, and his commitment to creating the best possible nutrition for pets while prioritizing environmental sustainability. KEY TAKEAWAYS Blood is a nutrient-dense ingredient that contains essential vitamins, minerals, and growth factors like IGF-1, which are often missing from standard pet diets. A dog's sense of smell is significantly improved when they are properly hydrated and have a moist nose, which is best achieved through wet food or nutrient-rich drinks. Fast-expanding businesses often require significant cash flow and careful management to avoid the risk of bankruptcy, a lesson Geoff learned through his experience with K9 Natural. Totoniks focuses on eco-friendly practices, including using recyclable glass bottles and a spray-drying method for their products to reduce shipping weight and environmental impact. Scientific research shows that dogs are highly intelligent, can learn a vast vocabulary, and primarily communicate through body language. BEST MOMENTS "Nature provides the best food on the planet. Everything we do as a human destroys that." "Blood grows every living cell in your body. It is such a nutrient-dense product that it's shameful that we are throwing it away." "Saving the planet one drink at a time. Your dog is wired to drink blood." "I knew my dogs were way more intelligent than me. And I say that, and I mean it. It's true. They are superhuman, seriously, in their capabilities." "One of the taglines I've got is... saving the planet one drink at a time." 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 2min
  8. Beyond Synthetics: Why Bioavailability Matters for Your Pet

    23 MAR

    Beyond Synthetics: Why Bioavailability Matters for Your Pet

    In this episode, Clayton sits down with William Grand, the visionary CEO and founder of NutraFusion. William shares the fascinating journey of his company, which began in 2008 with a mission to replace low-quality synthetic vitamins in pet food with highly bioavailable nutrients derived directly from fresh fruits and vegetables. William explains their unique dehydration and isolation technology, the economic realities of premium ingredients, and why their ‘family-first’ virtual business model is the secret to their success. KEY TAKEAWAYS Unlike synthetic vitamins which are often poorly absorbed, NutraFusion’s plant-based nutrients are designed for maximum bio-absorption, particularly suited for a dog’s short intestinal tract. NutraFusion uses a specialised technology to isolate and concentrate nutrients (like Vitamin D from sunlight-exposed mushrooms), allowing manufacturers to add massive nutritional value with a very small physical footprint. Most traditional pet foods use man-made chemicals (synthetics) to meet regulatory standards. William argues that while these are cheap, they lack the actual performance and health benefits of natural isolates. Since 2008, NutraFusion has operated as a virtual company, outsourcing manufacturing and logistics while employing a lean, highly disciplined remote team across the US Many pet food companies use NutraFusion but keep it a secret under NDAs to maintain a competitive advantage in health claims and performance. BEST MOMENTS "Synthetics are man-made chemicals. They look good and sound good, but they don’t perform. 90% to 95% is going down the drain." "We define our business as an ingredient company. I'd rather sell a company 5,000 pounds of our product than have 50,000 customers who eventually use 5,000 pounds." "The pet industry is different. It's all about the health and welfare of the animal. That was very refreshing compared to the human side." "If you’ve got a child’s soccer game at 3:00 in the afternoon, you don’t even have to ask. Family comes first." "We are not over-promising and under-delivering. Our product is absorbed in a dog within the first 20 minutes of them eating." 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/

    1 hr
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Ratings & Reviews

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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