Pet Business Disruptors

Jaksot

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  The Wild West of Pet Supplements: What Owners Need to Know 13.09.2026 1t 16min

  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/ 
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  Margins, Retailers, and Habitual Buying: Unlocking Growth with Ben Penrose 06.09.2026 44min

  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/
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  Navigating the Complexities of Exiting a Pet Business: Insights from Kaz Kelly 30.08.2026 57min

  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/⁠⁠ 
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  Beyond the Dog & Cat Monopoly: Disrupting Small Pet Nutrition with Claire Hamblion-Jennings 24.08.2026 52min

  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/⁠ 
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  Swiping Right on Rescue Pets: Inside the Only Rescues App with Tara 16.08.2026 43min

  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/ 
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  Scoop of Success: How Swell Gelato Built a Bootstrapped Pet Brand 09.08.2026 52min

  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/
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  Beyond the Buzzwords: Building an Authentic Pet Brand with John and Lisa Bryson 02.08.2026 1t 1min

  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/
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  Rethinking Pet Hygiene: How The Paws Lab is Bridging At-Home Care and Professional Grooming 26.07.2026 57min

  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
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  The Passion to Profit Shift: Unleashing Business Growth for Pet Service Pros 19.07.2026 1t 2min

  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
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  Is Fresh Really Best? Sally Barker on Fear-Based Pet Food Marketing 13.07.2026 1t 22min

  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/
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  From Certified Organic Pioneer to Industry Provocateur: Phivo on Building Augustine Approved 05.07.2026 1t 32min

  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/
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  Exploring the World of Pet Nutrition: Billy Hoekman on Fermentation and Microbial Diversity 29.06.2026 56min

  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/
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  Inside SuperZoo: Navigating North America's Largest Pet Retail Event with Mike Karsting 22.06.2026 53min

  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/
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  Becoming the "Poop Bag Girl": Uncovering the Truth About Biodegradable Plastics 15.06.2026 1t 5min

  In this episode, Clayton sits down with Jennifer Blaese, the Big Chief behind Green Line Pet Supplies. Jennifer shares her fascinating 14-year journey from designing a modern poop bag holder in her basement to uncovering the harsh realities of biodegradable plastics in anaerobic landfills. Dubbed the "poop bag girl" by her loyal customers, she discusses the challenges of prioritizing ethics and sustainability in the pet industry. KEY TAKEAWAYS The truth about compostable bags: Most compostable poop bags don't actually break down in standard anaerobic landfills; genuine sustainability requires consumer education and transparent marketing. Embrace your niche identity: Leaning into quirky titles like Jennifer proudly accepting the moniker "the poop bag girl" can build strong brand recognition and approachability in retail settings. Treats shouldn't be toxic: Developing healthy, low-sugar treats like Wiggle Whip requires rigorous sourcing and often means rejecting standard manufacturing shortcuts, such as using corn syrup or unethically sourced milk. Customer feedback is gold: Direct, honest feedback from the field, whether at a trade show or from a cold call, is incredibly valuable for refining product packaging and design, sometimes even more valuable than an immediate sale. Regional distributors champion small brands: Partnering with smaller, regional distributors often provides better brand support and alignment than battling for attention in massive, heavily consolidated distribution networks. BEST MOMENTS "That's when we became garbage nerds. I will judge you based on if you recycle and how you handle your garbage." "When I walk into a store, you won't remember my name, but you will remember I'm the poop bag girl." "Feedback from a customer, regardless of if they buy from you, is more valuable than a sale." "Why are we trying to tackle things that are so hard? ... From somebody who has been in the treat sector, treats are hard." "If you want to get out of a contract, you can legally. And so if people are going to screw you, they're going to screw you. So just make it easy. If you're going to screw me, just do it to my face and we can walk away." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors   This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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  Jessica Fisher on Fresh Food, HPP and Becoming Your Pet's Health CEO 07.06.2026 1t 10min

  What if the person you trust most with your pet's health knows the least about what's on their plate? Jessica Fisher, host of The Pet Parenting Reset, joins Clayton to challenge the comfortable assumptions baked into the pet industry. This wide-ranging conversation digs into the nuance the industry often skips: the real risk-versus-reward debate around HPP, why "complete and balanced" was always a flawed promise, and the case for micro-layering products instead of one-size-fits-all feeding. Jessica also shares how a single YouTube comment redirected her career, and why she now champions home diagnostics and bioenergetic testing. You'll come away with a sharper view on combination feeding, why consistency matters more than perfection, and how to position your products for owners who want to be empowered rather than preached at. Above all, it's a reminder that meeting pet parents where they are beats demanding perfection they can't sustain. Tune in for a candid, myth-busting discussion that respects both the science and the realities of modern pet ownership. KEY TAKEAWAYS Weigh HPP as risk versus reward, not as a dealbreaker — Jessica and Clayton agree there are far worse industry practices being ignored while HPP gets disproportionate attention from the holistic community. Build products around micro-layering rather than a single complete-and-balanced bag, letting owners rotate proteins and add supplements on top — this is where the supplement and raw markets genuinely add value. Position yourself as the head of your pet's care team, hiring and firing your vet, groomer and nutritionist accordingly — diagnostics and emergency care are a vet's strength, but nutrition usually isn't. Get baseline blood work done early in a pet's life, not just when something goes wrong, so you have a healthy benchmark to compare against later. Charge fairly for genuinely valuable advice — Jessica finds free recommendations get ignored, because owners with no skin in the game rarely follow through or value the outcome. QUOTES "You can't be everything to everyone all the time, and when you try to do that you're nothing to no one." "I went to my veterinarian and said this is what I'm doing, how can I balance it, and she looked at me and said: I don't know, maybe add some tomatoes." "You have pet stores with better nutritional knowledge than the vet." "You can't patent eat uterus, you can't patent take dandelion root." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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  From Conventional Vet to Holistic Rebel with Dr Andrew Jones 01.06.2026 1t 17min

  When the traditional system tries to box you in, sometimes the only option is to forge your own path. This conversation dives deep into what happens behind the closed doors of modern veterinary clinics, exploring the intense regulatory pressures that force practitioners down a strict pharmaceutical route long before alternative options can even be considered. From leading a small-town dog protest to facing an astronomical corporate fine for sharing home remedies online, the journey from conventional clinic life to building a massive digital community is packed with eye-opening truths. Discover the unexpected, science-backed power of everyday staples like slippery elm, local honey, and medicinal mushrooms for tackling stubborn ear infections, acid reflux, and chronic inflammation. It is a candid look at the delicate balance between managing a profitable pet business and empowering owners with accessible, holistic health choices that put animal wellness first. Key Takeaways Traditional veterinary frameworks heavily restrict practitioners, often mandating that specific pharmaceutical drugs are prescribed first before any natural or alternative treatments can legally be offered to patients. Sharing honest critiques of corporate pet food funding and advocating for affordable home remedies can lead to massive professional backlash and heavy regulatory fines from veterinary colleges. Building an online presence through raw, educational video content can create a powerful feedback loop, allowing direct communication with pet parents to develop highly targeted, effective natural supplements. Simple, natural remedies like slippery elm for digestive issues, green tea for ear infections, and raw honey for bladder issues frequently offer safer, highly effective alternatives to harsh conventional drugs. The shift toward corporate ownership in the veterinary medicine sector has fundamentally transformed clinics into high-pressure business environments focused on transaction margins and diagnostics. Quotes You sure can't be critical of other veterinarians you can't use the word affordable. If you've got a holistic product then no you're not allowed to use that you have to use what they tell you to use. I felt that in these newsletters i'll just be a little bit more honest and open. The more we can do to sort of yeah not do that the better and and look i think the internet age has changed that because there is people like you out there. It's coordinating a whole bunch of body systems working way better and yeah and there's less pain and inflammation. HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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  From Traditional Cook Island Roots to Modern Joint Mobility Support 25.05.2026 1t 12min

  When a traditional remedy defies standard pharmaceutical paradigms, it turns heads—and when it works wonders on pets, it changes lives forever. We sit down to explore the incredible journey of a transdermal extract derived from traditional Cook Island remedies. Originally developed for human bone and soft tissue repair, this unique blend of hibiscus and coconut oil has created an entirely new category in animal care. The formula acts systemically to coordinate cellular healing, leading to remarkable pain reduction and mobility improvements. With no placebos in the animal kingdom, the undeniable results have seen the product rapidly expand across American veterinary practices. Discover the science, the ancestral heritage, and the undeniable passion driving this natural healing revolution. Key Takeaways The formula is a natural transdermal product consisting solely of a specific hibiscus extract and coconut oil. Rather than supplying stem cells or specific pharmaceutical markers, the extract appears to coordinate the repair process amongst existing cells. Efficacy is highly visible in the animal space because pets cannot experience a placebo effect, providing authentic proof of reduced pain and increased mobility. Securing global patents involved overcoming international objections by providing clear traditional knowledge and robust preclinical data. The company's massive growth in the US market has been driven by grassroots education and direct partnerships with integrative veterinarians. Quotes "We aren't actually injecting or specifically activating stem cells it just seems to coordinate healing." "The animals there is no such thing as placebo with animal right dogs cats horses whatever it may be they're either good or they're not." "It would be a bit like everyone going in and putting out a fire where they all randomly grab a bucket." "We are like a last ditch effort and you know it just works is what we say." "The older you get and the more mature your tissues are the less well coordinated they repair." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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  Why "Human Grade" is the Most Meaningless Claim in Pet Food 17.05.2026 1t 4min

  Ever wondered why every bag of cat litter now says "senior" or why "human grade" meat is often just industrial hamburger? Jordan Tyler joins the show to strip away the glossy marketing and get real about the science of pet food. We explore the "Me Too" mimicry of global pet expos and the frustrating lack of transparency regarding processing aids like carrageenan that never make it onto the label. This episode tackles the tough questions: Is synthetic nutrition actually more sustainable than "natural" sourcing? Why are producers afraid to talk about specific meat cuts? From the black box of US recycling to the exciting future of cellular longevity, this conversation is a must-listen for anyone tired of being "blitzed" by marketing spiel. It’s time to move past the natural buzzwords and focus on the systemic challenges facing pet health today. KEY TAKEAWAYS Most pet food innovation is actually "marketing innovation," where brands add labels like "Senior" to standard products without changing the underlying formulation. The term "human grade" is legally complex; to be genuine, every ingredient and the facility itself must meet human standards, but many brands use "sourced from" as a linguistic loophole. Industrial pet food often uses emulsifiers and processing aids that aren't required to be listed on the label, obscuring how the product is actually manufactured. Average home-cooked pet meals often lack the bacterial safety standards and nutritional consistency of professional industrial production, risking long-term pet health. True innovation is shifting toward "high-alignment" products like venison blood powder and a deeper focus on cellular longevity and functional whole foods. QUOTES "Pet food is 90% marketing, 10% reality." "Human grade is the same as pet food grade... it's the most meaningless claim ever." "Just because something sounds better doesn’t mean it necessarily is... arsenic is pretty natural." "We naturally take it, stick it through a processor... and pump it into little pellets. It's highway robbery." "Our passion needs to meet demand. Are there enough people demanding this thing that you're so passionate about?" HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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  From Insurance Agent to Freeze-Drying Innovator with Ashton Hood 10.05.2026 1t

  It isn’t every day you meet an insurance agent who decides to trade the office for a goat farm, only to end up building his own freeze-drying machinery from the ground up. Ashton Hood of Shepherd Boy Farms joins the show to share how a chance encounter with raw goat milk transformed his family’s agricultural roots into a high-tech pet food powerhouse. We explore the grit required to dismantle and rebuild complex machinery when "sight unseen" purchases go wrong and why controlling every step of production—from dicing to third-party lab testing—is the secret to outperforming mass-produced brands. Whether it is the ethical sourcing of alligator and lobster or the strategic decision to stick by independent brick-and-mortar stores, this conversation is a masterclass in staying lean, staying grounded, and out-innovating the competition. Key Takeaways Success in the pet industry often comes from solving your own problems, much like how raw goat milk cleared up a family dog's tear stains in just seven days. Bootstrapping a business forces an intimate understanding of the process; learning to build freeze-dryers from scratch turned a technical hurdle into a massive competitive advantage. Freeze-drying is far more complex than simple dehydration, requiring precise control over ice crystal structures to maintain 97% of the original raw nutrition. A dual strategy of high-quality co-manufacturing alongside a dedicated brand can fund growth without the need for diluting ownership through outside investment. Protecting independent retailers by controlling Amazon presence and avoiding big-box "price wars" builds a loyal, educated customer base that values quality over a cheap price tag. Quotes "I have this expensive piece of machinery that is worthless at this point... I’m going to take this thing apart and I’m going to put it back together and I will figure it out." "It’s not just the quality of meat. It’s also about the whole processing angle of it." "We built slow, we built a really good foundation... I think we’re in a good spot to where we will withstand that cycle whenever it comes." "Service is a thing of the past anymore... have the best service out there, have a good price, a fair price, and have the best product." "You can’t put freeze-dried on the shelf and expect it to sell sitting next to a bag of doesn’t matter what... they have to be educated." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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  Navigating Global Pet Markets: Distributor Secrets with Shane Bartlett 04.05.2026 1t 29min

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