Pet Business Disruptors

In this episode of Pet Business Disruptors, host Clayton sits down with Megan Stoll, the founder and owner of Pet Power Studio in California.

They dive into Megan's journey within the pet industry, starting from her early days at a holistic pet store in Colorado in 2014, to running her own distribution company, and ultimately opening her own successful retail store. Megan and Clayton discuss the unique challenges and pitfalls of the distribution side of the industry, the specific difficulties of operating in Southern California, and why having a dedicated strategy for local, independent retail is crucial for long-term success.

KEY TAKEAWAYS

• The Flaws in Distribution: Megan explains that traditional distribution models are broken, often heavily favoring the distributor's margins while squeezing smaller brands and ignoring the specific needs of independent retailers.

• Retail Reality vs. Expectations: Many new brands expect instant nationwide reach, but fail to realize that independent retail requires careful, targeted strategies and building strong relationships, rather than just forcing product onto shelves.

• The Challenges of California: Operating in California, particularly Southern California, presents unique difficulties, including high costs, intense competition, and a market where national brands often struggle to connect without a highly localized approach.

• Strategic Product Curation: For independent retailers, the key to survival is not carrying every product available, but curating a specific selection that serves their community, even if it means turning away established brands that don't fit their model.

• "If you don't get this like you don't deserve to be in the pet industry."

• "I'm going to kick the bollocks out of the price of that, and then I'm going to sell you all the other stuff on top."

• "If you don't have authority within your community, then you can go online."

ABOUT THE GUEST Megan Stoll is an entrepreneur and the owner of Pet Power Studio, based in California. She started her career in the pet industry in 2014 working at a holistic pet store in Colorado. She later founded a distribution company, Wigglebutt and Co., to help smaller brands like Suzie's CBD Treats gain market access. Megan has deep experience across retail, manufacturing, and distribution, giving her a comprehensive understanding of the entire pet product supply chain.

Pet Power Studio: Pet Power Studio (Instagram) Personal Instagram: @dailydognutrition

ABOUT THE HOST 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/@petbusinessdisruptorshttps://www.youtube.com/@PetBusinessDisruptors⁠ ⁠⁠ This Podcast has been brought to you by Disruptive Media. ⁠https://disruptivemedia.co.uk/⁠

In this episode, Clayton sits down with Jae Kennedy and Adrienne Lefebvre, the founders of Two Crazy Cat Ladies, to explore the often-overlooked world of feline nutrition within the broader pet food industry. Jae and Adrienne share how their journey began in 2005 while working for a pioneering pet supplement company, which eventually led them to launch their own brand dedicated exclusively to cats in 2015. They discuss the deep flaws in modern feline diets, the highly addictive nature of commercial kibble, and the urgent need for species-appropriate, moisture-rich foods designed for obligate carnivores.

KEY TAKEAWAYS

•

The Feline Hydration Crisis: Cats lack a natural thirst drive and historically absorb moisture directly from their prey, making dry kibble diets highly detrimental to their kidney and urinary health.

•

Overcoming Kibble Addiction: Transitioning cats to a healthy, moisture-rich diet requires immense patience because commercial kibbles are coated in addictive flavorings that make cats refuse healthier alternatives.

•

Retail Neglect: The pet store industry historically prioritizes dogs, leaving cat owners with limited, low-quality options and a severe lack of dedicated, educational retail spaces for felines.

•

Liquid Supplements for Felines: Recognizing that cats are notoriously difficult to medicate and easily traumatized by pills, Jae and Adrienne developed a line of liquid supplements to easily support feline health.

BEST MOMENTS "A cat, you don't know something's wrong usually until it's really wrong." "Cats are like potato chips, like once you pop you can't stop." "It needs to be a moisture-rich diet. So important. A moist diet for your cats."

ABOUT THE GUESTS Jae Kennedy and Adrienne Lefebvre, widely known as the Two Crazy Cat Ladies, began their careers in pet nutrition in 2005 working for Jae's grandfather's pioneering e-commerce pet supplement company, which was established in 1999. Recognizing that the feline community was vastly underserved by an industry heavily focused on dogs, they branched out in 2015 to focus exclusively on cat health. Today, they dedicate their platform to educating cat parents and providing high-quality, stress-free liquid supplements designed specifically for feline physiology.

https://twocrazycatladies.com/

ABOUT THE HOST 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/

In this episode, Clayton sits down with Ruby Balaram, co-founder of Real Dog Box and Director of the Feed Real Institute, to explore her transition from a 14-year legal career to the pet food industry. Ruby shares how her husband's dog's cancer diagnosis inspired a shift to a raw diet, eventually leading them to launch a successful air-dried treat and chew subscription business from scratch.

KEY TAKEAWAYS

•

From Law to Pet Wellness: A devastating cancer diagnosis for a family dog pushed Ruby and her husband to rethink pet nutrition, switching the dog to a raw diet that drastically improved his vitality.

•

Educational Advocacy: Realizing the complexities and knowledge gaps in fresh feeding, Ruby launched the Feed Real Institute to educate dog parents and veterinarians on proper canine nutrition and safe DIY food preparation.

•

Transparency and Variety: Ruby challenges the pet industry's standard of feeding uniform, highly processed diets, advocating instead for natural dietary variety and highly transparent ingredient sourcing.

BEST MOMENTS "I believe the best food that you can feed your dog is the one that you make yourself at home in your kitchen."

"We went straight to making it all by hand ourselves. We got one of those small deli slicers, you know, that you'd manually slice the treats in."

"I just try to just soak everything up like a sponge and... put all of everything that was in my brain out down on paper."

ABOUT THE HOST

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/

In this episode, Clayton sits down with Chef Scot Hill, founder of Woof Creek, to explore his unexpected transition from the restaurant industry into the pet wellness space. Scot shares how the COVID-19 pandemic and a new puppy with allergies inspired him to apply his culinary philosophy to pet supplements, detailing how Woof Creek's grassroots beginnings at farmers markets and his relentless commitment to ingredient transparency.

KEY TAKEAWAYS

•

From Kitchen to Pet Wellness: The COVID-19 pandemic forced Scot to close his restaurant, leading him to reevaluate food as a functional item to help his new dog, Lily, who suffered from allergies and stress.

•

The Power of Farmers Markets: Woof Creek didn't start with massive data analytics; the brand found its footing by setting up at local farmers markets, allowing Scot to directly engage with pet owners and witness prevalent allergy and stress issues firsthand.

•

"Truth to Menu" Philosophy: Bringing a chef's standard to pet supplements, Scot insists on using only functional, whole-food ingredients without hidden inactives, ensuring that everything on the label is perfectly represented in the product.

BEST MOMENTS "I started thinking about food as a functional item. And what it was doing to me and what I could have food do for me for a benefit when I got a dog, it was kind of a no-brainer to do the same for my dog." "Truth to menu. If it says it in the menu, then it's going to be in the dish. Truth to menu, truth to my label is so damn important to me."

"You can't find that in data, you know? You can't look in the dog's eyes and and see what's going on or feel feel their coat."

ABOUT THE HOST

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/⁠

In this episode, Clayton sits down with Craig Wallace, Managing Director of Wilsons Pet Food, to explore the journey of reviving a historic Scottish pet food brand and navigating the modern pet nutrition landscape. Craig shares his transition from human food manufacturing into pet food, detailing how Wilsons evolved from traditional mixers and cold-pressed lines to dropping raw production entirely in favor of shelf-stable, fresh-cooked meals.

KEY TAKEAWAYS

Reviving a Legacy Brand: Wilsons of Dundee, historically one of Scotland's largest pet food companies, avoided closure and shifted from producing traditional 1980s-style mixers to making innovative fresh food.

Strategic Pivot Away from Raw: Wilsons exited raw food production because of complex transit logistics, thawing waste, and legal restrictions against processing raw and cooked foods in the same facility, choosing instead to focus on shelf-stable fresh dinners.

The Importance of Ingredient Transparency: General labeling terms (like "80% beef") often mask low-cost fillers or mechanically deboned meat (MDM), whereas explicitly listing specific cuts gives pet owners genuine quality assurance.

Uncompromising Formulation: Partnering with an expert, independent nutritionist ensures recipes are created for optimal physiological benefit rather than formulated down to meet a restrictive cost target.

Benefits of Dietary Variety: Feeding dogs a single, static diet continuously can increase the risk of digestive sensitivities, whereas rotating protein and fiber sources promotes a robust, resilient gut microbiome.

BEST MOMENTS

"The whole premise is that we just want to make really good pet food—the best that we can across the different areas."

"If someone wants to copy your product, they're going to copy your product. So there's no point holding things back on the recipe, because then you just look shady to a consumer."

"There is no secret sauce... Food is not complex in that way; the way you make food profitable is by your systems, your process, and how you treat people."

"You have to be mental to start a factory... the problem with factories is they're expensive to run, and you need 24-hour-a-day manufacturing to actually be profitable."

"We feed our dogs in a chronic manner... you're just more likely to have an issue with any form of chronic feeding than you are with a varied diet."

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/

Clayton sits down with Sean Zyer, founder of Earth Buddy, to discuss the evolution of the pet wellness and hemp sectors. Drawing on his extensive background in pet food manufacturing and distribution, Zyer breaks down the journey of building a clean, science-backed pet CBD brand from a commercial kitchen to independent pet retailers across the United States. The conversation dives deep into the realities of manufacturing, the shifting distribution landscape, the science of full-spectrum versus CBD isolates, and the pressing legislative hurdles currently threatening the hemp market.

KEY TAKEAWAYS

The Origin of Earth Buddy Was Born from Personal Need: Sean entered the pet CBD space after seeking natural interventions for his own dog, who was experiencing neurological issues and severe appetite loss due to heavy anticonvulsant medications.

Distribution Models Are Shifting Rapidly: While traditional distribution networks were historically vital for building brand scale in independent pet retail, high fees, shifting sales dynamics, and direct-to-consumer digital channels have pushed more emerging brands toward direct retailer relationships.

CBD Brands Face Unique Operational Hurdles: Operating in the hemp and CBD space brings challenges beyond typical CPG manufacturing, including strict payment processing limitations, volatile banking relationships, and higher-risk liability insurance requirements.

Full-Spectrum and Isolate Extracts Serve Different Purposes: While isolates offer cheap, concentrated doses of single molecules, full-spectrum extracts retain the complete plant matrix—requiring gentle, expensive extraction methods to preserve efficacy and safety profiles without harsh residual chemicals.

Impending Federal and State Legislation Poses Industry Risks: Proposed limits capping THC at 0.4 mg per container threaten to eliminate genuine full-spectrum pet products from retail shelves, largely as an unintended consequence of regulatory crackdowns on synthetic retail cannabinoids like Delta-8.

BEST MOMENTS

"It's kind of like a breeding ground for a lot of these unique kind of concepts in terms of food and treats and supplements. So, I knew Colorado was a great place or incubator of new brands."

"There's only like two industries that are like recession-proof or economical-proof... is pet, and fishing and hunting."

"You could either be a marketing company... or you could be a manufacturer... but he's like, it's really hard to do both. And that was the biggest statement I took away when he said that, and I said, 'I'm too late. I've already been doing both.'"

"I don't think there's that same level of reverence in the pet space... I think people can see gaps where they can push in."

"We don't take that pharmaceutical drug approach and think... 'Oh, if they took this amount, that worked really well, what if I give them more?'... The idea is less is more, and we're trying to get the minimal effective dose to get the desired response without side effects."

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/⁠

In this episode, Clayton sits down with Pamela Keniston, founder and CEO of Big Paws Marketing, to explore the rapidly evolving dynamics of the pet industry. They dive deep into the challenges pet supplement brands face regarding FTC/FDA compliance and label claims, the realities of high-cost clinical studies, and why standing out in a flooded market requires more than generic branding.

KEY TAKEAWAYS

Compliance and Label Claims Carry Real Risk: Supplement and pet food brands frequently push boundary lines with exaggerated health claims, risking regulatory enforcement from the FDA and FTC or costly lawsuits.

Pet Tech is in Its "Flip Phone Era": While high-tech pet gadgets like GPS collars and automated litter boxes are growing, high costs, battery limitations, and bulky designs mean the sector has not yet achieved mass everyday adoption.

Marketing Must Go Beyond Generic Clichés: With countless brands claiming "made in USA," "no fillers," and "great taste," companies must establish true product differentiators or lean into tight niche messaging to build a defensive moat.

UGC Outperforms Traditional Influencers: User-Generated Content (UGC) from everyday pet owners often provides more authentic, cost-effective, and versatile marketing assets with full usage rights compared to high-cost macro-influencers.

The Cultural Shift Toward Pets as Family: Legislative bans on pet rent and a surge in fresh or pre-mix home diets reflect a growing societal move toward viewing pets as true family members rather than mere commodities.

BEST MOMENTS

"If you can't come up with some sort of feature or tagline that three other brands couldn't also put on their label, then what really is your differentiator? What's your moat?"

"The supplement category is in real danger of becoming almost like an enormous 'don't touch it' bag because there are so many people coming into it with substandard products, ineffective products, and bad claims."

"I think we're at the flip phone era of pet tech... It's developed to where we're not quite there yet."

"The problem with the pet industry is it's 90% marketing, 10% product. It always has been."

"Influencer marketing is PR. If you want to do influencer marketing, let me make sure the expectation is set that you're not going to provide an influencer with a product and then expect they're going to sell X number of units because of that video."

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/

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

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"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/

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/

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/⁠⁠

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/⁠

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/

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/

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/

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

In this episode, Clayton sits down with Tatum Brown, founder of the Social Dog Company, to unpack the often chaotic, highly emotional "Wild West" of the pet service industry. Sharing her raw and inspiring journey from beauty therapy and corporate marketing to navigating personal rock bottom on a blow-up mattress, Tatum details how her deep love for dogs sparked a thriving coaching business in Bali.

KEY TAKEAWAYS

Vanity Metrics vs. Conversion: A viral social media video does not guarantee sales. True commercial success lies in targeted, conversion-focused content rather than broad, entertaining content designed only to feed the ego.

The Margin Mandate: Never set prices based on what competitors charge. Pet business owners must calculate their exact margins, factor in their own labor costs, and price their services to ensure long-term profitability and prevent burnout.

The "Asset" Mindset: A successful business should eventually be able to operate without you. If you cannot step away due to illness or vacation without the business collapsing, you don’t own a business you own a job.

Stop Trying to Be Everything to Everyone: Offering too many services dilutes your marketing effort and eats your profit. Streamlining your offers, packaging them attractively, and raising prices on high-value services is the key to scaling.

Delegation is a Revenue Generator: Doing low-value administrative tasks (like replying to Instagram DMs for three hours a day) actually costs you money. Outsourcing these tasks frees up your time to focus on high-level growth.

BEST MOMENTS

"I dare you to name one pet business owner that has not started their business because of a dog or because it was influenced by some kind of animal within their space."

"Follower count does not equal revenue, and it doesn't equal marketability."

"More clients isn't going to fix your business; it's going to break it harder, and you're going to resent the thing that you have built."

"You don't go into local supermarkets and say, 'Why does this bread cost this? Surely you can do me a deal.' The moment you start allowing yourself to be negotiated on price, you end up with lower-quality clients."

"Choose your hard. You can either go hard in a direction that's actually going to get you a better outcome... or you can just keep going hard in the direction that you're already doing and be in the same space for the next 12 to 24 months."

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

There's no such thing as a fussy dog — only a symptom nobody has bothered to investigate. Sally Barker, The Canine Dietician, joins Clayton to dismantle the fear-driven marketing pulling dog owners apart from both sides of the feeding debate.

Sally shares her journey from "kibble-bashing warrior" to a deliberately middle-ground consultant who refuses affiliate codes and product launches. The conversation digs into why nutrition isn't a feeding method, the real problem with vets selling food, the danger of overfeeding fresh diets to giant-breed puppies, and why over-supplementation and probiotics are often doing more harm than good.

You'll come away better equipped to see past buzzwords like "human grade" and "clean ingredients," to understand when prescription diets genuinely earn their place, and to recognise that management often beats chasing an impossible cure. Above all, it's a reminder that meeting owners at their budget and circumstances serves dogs better than shame ever could.

Tune in for a refreshingly honest, myth-busting conversation that puts the everyday dog owner back in the middle.

KEY TAKEAWAYS

•

Stop picking food by its ingredients list — Sally's EPI client nearly fed a "clean ingredients" diet at 28% fat that could have caused a medical emergency, when the overall nutritional profile is what actually matters.

•

Treat prescription diets as a bridge, not a life sentence — they exist to stabilise a dog from A to B, but owners are too often left stranded on them for years with no plan to find the root cause.

•

Introduce variety to puppies slowly and deliberately, from around five to six months, adding one thing per week like a child weaning — not a random pile of blueberries, oils and supplements that disrupts a developing gut.

•

Audit your supplements ruthlessly — you can't out-supplement a bad diet, multivitamins stacked on already-fortified food can hit toxic levels, and most probiotics should be a short "dump" course, not a daily forever habit.

•

Change your vet over how they treat you, not because they disagree with you — a good vet welcomes questions and explains their reasoning, and questioning isn't the same as always getting the answer you wanted.

STANDOUT QUOTES

•

"There's no such thing as a fussy dog — it's always either physiological, behavioural or a mixture of both."

•

"So these parasites that have been around roughly 70 million years are all of a sudden outdone by a rabbit's ear?"

•

"Companies thrive off fear, shame and guilt to sell a product — because it sells and it works."

•

"If you have to knock on my door to tout your religion, is it so good?" (on fear-based dog food marketing)

•

"Nutrition doesn't equal a feeding method."

About the Podcast / Host

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 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.

⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠YouTube⁠

This Podcast has been brought to you by Disruptive Media. ⁠https://disruptivemedia.co.uk/

In this episode of Pet Business Disruptors, host Clayton sits down with Phivo, founder of Augustine Approved and creator of the Canine Masters natural pet health event in Melbourne, Australia.

Fivos shares how he stumbled into the pet industry after his own dog fell ill, and how that led him to become the first in the world to certify a dog food/supplement range to human organic standards — a process regulators initially thought was absurd. The conversation ranges widely: the shift from "pet food only" to "human-grade" marketing (and how that term has since been diluted), the realities of selling into big retail chains, the launch of his new "Great Dog Health Debate" podcast series, and this year's Canine Masters lineup including Dr Judy Morgan and fermentation expert Billy Hoekman. They also get into meatier (literally) industry issues — MDM vs. whole cuts in pet food, the overuse of flea/tick and probiotic products, the limits of AI-generated content, and why "natural" and "sustainable" have become close to meaningless as marketing terms.

Building the First Certified-Organic Dog Food Brand : Phivo explains how Augustine Approved began as an attempt to make fresh, home-delivered, fully certified organic dog food — a category that didn't really exist in Australia at the time. Getting certification and factory approval took roughly 12 months and required convincing regulators a rigorous human-grade standard was even worth applying to pet food.

The Problem With "Human Grade" and Other Marketing Buzzwords : Having helped popularise "human grade" as a pet food term, Phivo is candid about how far the phrase has drifted from its original meaning — pointing out that technically, hot dogs and chicken nuggets are "human grade" too. The same critique is applied to "natural" and "sustainable," which he argues have become marketing shorthand with little real regulatory teeth behind them.

Meat Quality, MDM, and Why Labels Don't Tell the Full Story : A deep-dive into how industrial meat processing (e.g. mechanically deboned meat/MDM vs. whole cuts) changes how pet food behaves nutritionally, even though ingredient panels may simply list it all as "beef" or "chicken" — making label-reading alone an unreliable guide to quality.

Personal Branding and Building Customer Trust : Phivo discusses why he chose to put his name and face to Augustine Approved rather than stay behind the brand, and how two decades of direct, personal customer relationships (in his prior 22-year wholesale business) built long-term loyalty in a way anonymous e-commerce struggles to replicate.

Launching the "Great Dog Health Debate" Podcast : A new video podcast format where the industry nominates natural-health vs. conventional-veterinary figures to debate respectfully, aiming to inform audiences rather than "win" arguments. Dr Nick Thompson is lined up as an early guest.

Canine Masters 2026 : Details on this year's natural pet health expo in Melbourne (Capital Theatre, October 31st), featuring Dr Judy Morgan as headline speaker, along with Billy Hoekman, Caroline Ingraham, and Lee Carroll ("the mushroom guru").

Skepticism Toward Studies, Regulation, and AI-Generated Content : Phivo and Clayton discuss how commercial incentives shape which studies get funded (and which don't), the gap between "legally safe" and "actually safe," and the risks of relying on AI to generate health content without the underlying expertise to fact-check it.

"I felt like to get out there and for people to have trust, I needed to put my name and face to it — so they know that if there's an issue, they can contact someone."

"Safe in the legal term means that the regulators have said 'you need to tick these boxes' — and if you tick those boxes, it's approved. But at the end of the day, it's only once those products go to market that we really find out what the real-world consequences are."

"If you actually know what you're doing and you're really good at what you're doing, there's absolutely no problem handing out your information for free."

Guest Resources

• augustineapproved.com
• thedoghealthguy.com
• Canine Masters event — Melbourne, Capital Theatre, October 31st

About the Podcast / Host

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 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.

LinkedIn | TikTok | YouTube

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode of Pet Business Disruptors, host Clayton interviews Billy Hoekman, the master formulator at Green Juju and a renowned expert in fermentation within the pet food industry.

Billy shares his unique journey into the world of pet nutrition, which began with his own experiences as a dog owner and his quest to understand the best diet for pets. He discusses the importance of microbial diversity in pet diets, emphasizing the benefits of fermentation and how it can enhance gut health.

The conversation also delves into the formulation of Green Juju's products, highlighting their focus on using organ meats like heart, liver, and kidney to create nutrient-dense foods. Billy explains the rationale behind their innovative approach and the significance of providing pets with a varied diet to promote overall health and resilience.

Journey into Pet Nutrition : The guest's journey into the pet nutrition industry began in his mid-20s when he got his first dog. His initial question about what to feed his dog sparked a lifelong passion for pet health and nutrition, leading to over 15 years of experience in the field.

Importance of Microbial Diversity : Fermentation is highlighted as a key method for enhancing microbial diversity in pets' diets. The guest emphasizes that a diverse gut microbiome is crucial for overall health, similar to how farm kids are less prone to allergies due to their exposure to various microbes.

Innovative Approach to Probiotics : Unlike traditional single-strain probiotics, the guest advocates for using whole food cultures that contain thousands of different microbial species. This approach aims to provide a more comprehensive and beneficial probiotic effect for pets.

"I think we need to keep continually pushing on that and going how do we make this better."

"I think any good bacteria is better than no good bacteria."

"I would much rather have them do that probiotic intermittently, and then feed a higher fiber diet."

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/

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/