Pet Business Disruptors

Clayton Payne
  • 5.0 (2)
  • 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. 1d ago

    The Wild West of Pet Supplements: What Owners Need to Know

    In this episode of "Pet Business Disruptors," host Clayton interviews Cat Henstridge, widely known as "Cat the Vet," a UK-based small animal veterinarian and vocal advocate for evidence-based medicine. They tackle the rapid spread of online misinformation, the extreme polarization of pet diets, and the lack of regulation in the pet supplement market. Key Takeaways Reclaiming "Holistic" Care: Cat argues that conventional vets inherently practice holistic medicine because they evaluate and treat the entire animal. She strongly opposes how alternative medicine advocates have co-opted the term to push treatments that lack scientific backing. Combating Online Misinformation: The loudest voices in the online pet space are often the least educated. Cat attributes this to the Dunning-Kruger effect, noting that these loud, unverified opinions actively push consumers away from safe, effective veterinary treatments. Strict Rules on Homeopathy: The Royal College of Veterinary Surgeons (RCVS) regulates the UK veterinary profession. Cat highlights a rule introduced around 2017 that prevents UK vets from prescribing homeopathy without also providing conventional medicine to ensure the animal's welfare. Navigating Pet Food Polarization: The debate around pet diets is highly toxic and often driven by aggressive, misleading marketing rather than science. Cat advocates for feeding balanced diets, noting that she has no issue with traditional kibble and has sold more dry food than fresh food in her career. The Wild West of Supplements: The pet supplement market is poorly regulated and saturated with unsubstantiated claims. Cat stresses that veterinarians cannot easily verify the efficacy of many over-the-counter supplements, advising owners to rely only on trusted, science-backed brands that can prove their clinical value. Best Moments "Holistic means whole. It doesn't mean alternative, it means whole." "The loudest voices are quite frankly the least educated because as per the Dunning-Kruger effect... they don't know what they don't know." "I do not agree with anyone who dispenses homeopathics as a one and only solution." Guest Bio Cat Henstridge is a first-opinion small animal vet working in the UK, where she recently opened an independent clinic alongside her husband. Under her online moniker "Cat the Vet," she has built a substantial platform dedicated to animal welfare, correcting industry misinformation, and providing a grounded, science-based perspective for everyday pet owners. Follow Cat on linkedin - https://www.linkedin.com/in/cat-henstridge-a5a3a434/ HOST BIO 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/

  2. Sep 6

    Margins, Retailers, and Habitual Buying: Unlocking Growth with Ben Penrose

    In this episode of "Pet Business Disruptors," host Clayton speaks with Ben Penrose, the founder of STRIQE and an expert in high-level sales and distribution strategy. Ben breaks down the often-misunderstood "theory of selling," moving past generic advice to reveal exactly how independent pet businesses can scale, secure distribution, and maximize the lifetime value of their customers. KEY TAKEAWAYS The Theory of Selling: Success in the pet industry requires more than just a great product; it demands a deep understanding of sales mechanics. Ben emphasizes that many founders fail because they do not grasp how to effectively price, position, and pitch their products to both retailers and end consumers. The "SMILE P" Framework: Ben introduces his six-step "growth compass" for scaling a business: Selling price, More margin, Increased penetration, Loyalty, and Experience. This framework helps founders systematically analyze and improve every aspect of their sales process. Creating Mutual Value: Stop just asking for higher prices. To successfully negotiate with retailers, brands must provide tangible value in return—whether through growth initiatives, marketing support, or localized advertising campaigns. Building Genuine Loyalty: True customer loyalty is a built habit, not a given. Ben discusses practical strategies for fostering habitual purchasing, such as incentivizing multi-buys, creating subscription models, and offering functional products that require consistent, daily use (like bedtime treats or supplements). BEST MOMENTS "As much as we all don't like to admit it, I think sales is 90% of the game when it comes to any business." "You can have a great product, great ethics, right price point, but you can't sell, you don't understand the mechanisms of selling... your whole business will live and die by that metric." "The more uncertain I am whether or not that product will fit my needs, the lower the price I am going to pay for it." "If you're looking to create a brand, you're never going to beat the white labeling aspect of any kind of pet retailer. Your only option... is to be a multi-channel brand." HOST BIO 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/@petbusinessdisruptorshttps://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media .⁠⁠⁠https://disruptivemedia.co.uk/

  3. Aug 30

    Navigating the Complexities of Exiting a Pet Business: Insights from Kaz Kelly

    In this episode of "Pet Business Disruptors," host Clayton speaks with Kaz Kelly, an experienced entrepreneur in the pet industry with a rich background as a detector dog handler and RSPCA investigator. Kaz shares her journey of founding a successful doggy daycare business in Brisbane, Australia, and the lessons learned during her exit process. They discuss the importance of preparing a business for sale, the emotional challenges of transitioning ownership, and the common pitfalls that many business owners face when selling. KEY TAKEAWAYS Importance of Preparation for Exit: Many business owners, especially in the pet industry, are unprepared for the exit process. It's crucial to set up a business with the intention to sell, including having proper documentation and systems in place well before considering a sale. Value of Support During Sale: Having an advocate or consultant during the sale process can significantly ease the emotional burden and help navigate negotiations. Many owners feel isolated and pressured, which can lead to poor decision-making. Understanding Business Valuation: Business owners often have unrealistic expectations about their business's worth. It's essential to understand the factors that contribute to valuation, such as profitability, scalability, and the ability to operate independently of the owner. BEST MOMENTS "I think we have massive education gaps about what the end, so to speak, should look like." "I felt very pressured by my broker to negotiate basically at the 12th hour over a significant amount of money." "It's not in a business plan. Most coaches and mentors aren't talking about it." HOST BIO 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/⁠⁠

  4. Aug 24

    Beyond the Dog & Cat Monopoly: Disrupting Small Pet Nutrition with Claire Hamblion-Jennings

    Clayton sits down with Claire Hamblion-Jennings, Marketing Director at Supreme Petfoods, to explore the evolution and business dynamics of the small animal sector. Claire breaks down Supreme’s journey from pioneering species-specific brands like Gerty Guinea Pig and Russell Rabbit to establishing the premium Science Selective line and the mass-market Tiny Friends Farm umbrella. The discussion examines the shift away from traditional muesli blends toward high-fibre, mono-component extruded nuggets, the challenges of cracking the US market, and how direct-to-consumer digital channels and veterinary education are reshaping small pet care worldwide KEY TAKEAWAYS The Power of Umbrella Branding: Transitioning individual legacy characters into an umbrella brand like Tiny Friends Farm enabled multi-species household loyalty and streamlined portfolio expansion across diverse retail channels. Mono-Component Nutrition Over Muesli: The small pet food industry has largely shifted toward extruded nuggets to prevent selective feeding and protect sensitive gastrointestinal and dental health. Hay Remains the Fundamental Anchor: Regardless of commercial diets, free access to quality fresh hay must comprise the vast majority of a rabbit or guinea pig’s daily intake. Channel Strategy Protects Specialist Retailers: Supreme intentionally keeps its expert-driven Science Selective range exclusive to specialist pet shops to support independent retailers, while offering Tiny Friends Farm across mass and grocery channels. Education Bridges the Veterinary Knowledge Gap: Because general practice vets receive limited formal training on small mammals, brands must invest heavily in veterinary CPD and consumer nutritional tools to elevate overall animal welfare. BEST MOMENTS "You’ve got to be completely bonkers to go into being a small pet food business... dog and cat food has got much more ownership than there is small pet ownership, so it’s quite a specialist niche to be in."  "Rabbits are concentrate selectors and they're hard-wired to go and eat the tastiest, sweetest ingredients available... in nature they have that seasonal balance, but pet rabbits will just eat whatever they're given."  "The 4 Ps of marketing—price, product, place, promotion—those four Ps are still essential... If it's all 'buy this deal on a Facebook ad today', you're just going to get spikes and troughs and you're never long-term going to build your brand."  "Our direct mail piece is sitting on the shelf—it's our pack. Having a really well-branded, strong visual pack with great brand story information... that's the most important thing we can do as a brand."  "If you put a rabbit in front of them, you might as well have put a chicken in front of them because they literally have done so little educational time looking at rabbits and guinea pigs." 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. HOST BIO 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/⁠

    Beyond the Dog & Cat Monopoly: Disrupting Small Pet Nutrition with Claire Hamblion-Jennings

  5. Aug 16

    Swiping Right on Rescue Pets: Inside the Only Rescues App with Tara

    In this episode, Clayton sits down with Tara, the creator of Only Rescues, a mobile app often described as "Tinder for rescue pets." Inspired by the sudden loss of her beloved rescue dog, Max, Tara channeled her grief into building a user-friendly platform that connects over 200 UK animal shelters with prospective pet parents.  KEY TAKEAWAYS Lifestyle Pre-Matching Saves Time: Only Rescues pre-filters pet matches based on user-submitted lifestyle criteria, reducing application rejections and eliminating administrative overload for shelters. Leveling the Playing Field for Small Rescues: While major national charities receive significant visibility, Only Rescues gives smaller, independent UK shelters a free, modern digital platform to showcase their animals. Born From Personal Loss: The app's creation was sparked by the sudden loss of Tara’s rescue dog, Max, in 2022, turning deep grief into a mission-driven tech initiative. Shifting Rescue Trends: Rescues have transitioned from managing the post-pandemic dog surrender spike to dealing with a new surge of surrenders driven primarily by the cost-of-living crisis. A Free, Sponsorship-Backed Model: The platform remains completely free for both rescues and adopters, sustained through brand partnerships, sponsorships, and merchant initiatives. BEST MOMENTS "The best way to probably describe it is that it works a little bit like Tinder for rescue pets."  "All that I could think about was the grief and not having Max anymore... I became really unreasonable in that time. I wouldn't have a conversation about anything at all that wasn't, 'How can we help rescue dogs and cats?'"  "When we do the kind of pre-matching, that cuts out a lot of that noise... You're only going to fall in love with pets that you're suitable for in the first place."  "Instead of looking for a financial return, they're looking to support our cause and what we do... What they want to do is help get more rescue dogs and cats into homes."  "Shelter staff... are absolute heroes. They get up every day and they see the worst of the worst... and they never stop and say, 'Oh, we're doing a really great job.' All they ever do is say, 'There's more to do.'"  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. HOST BIO 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/

  6. Aug 9

    Scoop of Success: How Swell Gelato Built a Bootstrapped Pet Brand

    In this episode, Clayton sits down with Debbie Hendrix, founder of Swell Gelato. Debbie shares her inspiring pivot from an 18-year corporate career as a fashion buyer for Nordstrom to building a thriving, self-funded pet treat company. Debbie breaks down the philosophy behind her simple, clean-ingredient gelatos and pupcakes, explaining why she avoids unnecessary additives and over-functionalized fillers.  KEY TAKEAWAYS Bold Career Pivots Require Grit: Moving from a stable corporate fashion career to artisan dog gelato involved creative bootstrapping, selling her home, and relocating to rural Oregon to secure production space and local business support. Keep Ingredients Simple and Clean: Swell Gelato focuses on limited, high-quality, non-dairy ingredients rather than over-functionalizing treats with unnecessary additives just for marketing appeal. Mastering the Frozen Niche: Selling frozen pet treats comes with steep logistical barriers, including strict retail freezer space limits, high co-packing viscosity requirements, and expensive dry-ice shipping costs for direct-to-consumer sales. Focus on the "Celebratory" Category: Instead of competing in the crowded daily treat market, Swell Gelato found its sweet spot by targeting milestone moments with long-lasting, celebratory products like birthday gelatos and pupcakes. Prioritize Brand Integrity Over Discount Wars: Operating on tight margins with premium ingredients means saying no to aggressive promotional discounting, relying instead on genuine product pull and customer delight. BEST MOMENTS "When you have a sale and your customer’s happy, it’s a good feeling... there’s joy involved. It was kind of the same selling to the dogs."  "Good ingredients will make for a tastier product, and you don’t need a hundred of them. When the ingredients are good and the combination’s good, you’re going to get a good product."  "Developing that pupcake, I think, probably aged me at least seven years... but then I finally came up with a recipe that actually was really good."  "I’ve taken this stand like: I’m building this brand for products that I stand for, I don’t take shortcuts, but therefore I also don’t have the margins to play those games."  "If you can get the end consumer to want your brand—and that’s why I think brand is so important—you’re in a much stronger position."  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. HOST BIO 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/

  7. Aug 2

    Beyond the Buzzwords: Building an Authentic Pet Brand with John and Lisa Bryson

    In this episode, Clayton catches up with John and Lisa Bryson, the founders behind Tranquil Tails, one year after launching their pheromone-based pet calming line. Together, they dive into the realities of scaling a young pet brand from introducing their new Silver Tails line for senior pets to navigating the financial realities of Amazon PPC, Chewy, and grassroots pop-up events.  KEY TAKEAWAYS Pets Mirror Owner Stress: Heightened pet anxiety often reflects owner stress stemming from modern lifestyle factors, making safe, accessible calming tools increasingly essential. Specialized Care for Aging Pets: Tranquil Tails introduced Silver Tails—a higher-concentration (7%) pheromone formula created specifically for senior pets struggling with sensory loss and physical discomfort. Education-Focused Nano-Influencers Win: Smaller accounts (1,000–3,000 followers) that prioritize pet education often yield higher trust and better engagement than massive "entertainment" accounts with low conversion rates. Skyrocketing Vet Costs Drive OTC Growth: Rising veterinary bills are encouraging pet parents to explore gentle, over-the-counter remedies and telemedicine platforms as a first line of defense before resorting to expensive prescription drugs. Grassroots Authenticity Builds Loyalty: While online marketplaces provide reach, long-term brand equity is built through direct consumer interaction at local events, trade shows, and rescue partnerships. BEST MOMENTS "I think pets reflect the anxiety of their owners to a degree... we live in a time of anxiety that is unparalleled." "Silver Tails really came to be for the elderly dog... when you start to lose your senses and you've got aches and pains, that invokes anxiety." "Numbers are very deceptive. You can have someone with half a million followers put up a post and get 30 likes, and someone with 2,000 followers get 200 likes." "There is no influencer, there's no retailer that could give you the level of social proofing that a veterinarian can." "The bigger you get, the less you make... but still, half a percent on a million is a lot more than nothing on a hundred thousand." 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. HOST BIO 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 byDisruptive Media .https://disruptivemedia.co.uk/

  8. Jul 26

    Rethinking Pet Hygiene: How The Paws Lab is Bridging At-Home Care and Professional Grooming

    In this episode, Clayton sits down with Daniel and Andre, the founders of The Paws Lab, to discuss their journey from a decade in corporate London to building an innovative, science-backed pet care and hygiene brand. Designed to bridge the gap between professional grooming sessions and everyday home care, The Paws Lab offers targeted, gentle solutions powered by their advanced formulation blending colloidal silver and titanium dioxide.  KEY TAKEAWAYS Bridging the Maintenance Gap: Routine preventative care such as ear, dental, skin, and coat hygiene is often neglected between grooming appointments. Daily, accessible home care routines are vital for long-term pet health. Function Over Fragrance: Over-formulating products with heavy scents (like mint, strawberry, or pumpkin spice) and alcohol often irritates sensitive skin and noses. Effective pet care relies on gentle, minimalist, and functional ingredients. Cultural Differences in Pet Care: In Asian markets, daily indoor hygiene is deeply ingrained in pet parenting, whereas European markets are still transitioning from traditional "outdoor pet" mindsets toward routine home wellness. Understanding Trade & Retail Realities: Stepping into retail requires mastering margin structures, distributor layers, and the high costs of industry trade shows. Setting retail pricing correctly from day one is critical for long-term viability. In-Person Demos Build Trust: Building authentic connections with independent retailers, demonstrating how simple products work in person, and leveraging brand ambassadors (like their dog, Gordi) are key drivers for organic growth. BEST MOMENTS "We try to be the bridge in between professional grooming and at-home care... there's a gap in the market, that's why we created The Paws Lab." "As many ingredients a product has, sometimes they are not beneficial for the pet and they create more reactions. A pet right now is like a little baby... whatever they touch, they're going to get a reaction." "Because you like vanilla or pumpkin spice, that doesn't mean your dog likes it. This is not in their nature." "The biggest challenge is probably what you don't know... because if you know things, you know how to ask and you know how to get answers." "What you do in between grooming appointments is just as important as what really happens in the salon." 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 byDisruptive Media .https://disruptivemedia.co.uk/ HOST BIO

See All (124)

Ratings & Reviews

5
out of 5
2 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!

Information