Pet Business Disruptors

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/

In this episode, Clayton sits down with William Grand, the visionary CEO and founder of NutraFusion. William shares the fascinating journey of his company, which began in 2008 with a mission to replace low-quality synthetic vitamins in pet food with highly bioavailable nutrients derived directly from fresh fruits and vegetables. William explains their unique dehydration and isolation technology, the economic realities of premium ingredients, and why their ‘family-first’ virtual business model is the secret to their success. KEY TAKEAWAYS Unlike synthetic vitamins which are often poorly absorbed, NutraFusion’s plant-based nutrients are designed for maximum bio-absorption, particularly suited for a dog’s short intestinal tract. NutraFusion uses a specialised technology to isolate and concentrate nutrients (like Vitamin D from sunlight-exposed mushrooms), allowing manufacturers to add massive nutritional value with a very small physical footprint. Most traditional pet foods use man-made chemicals (synthetics) to meet regulatory standards. William argues that while these are cheap, they lack the actual performance and health benefits of natural isolates. Since 2008, NutraFusion has operated as a virtual company, outsourcing manufacturing and logistics while employing a lean, highly disciplined remote team across the US Many pet food companies use NutraFusion but keep it a secret under NDAs to maintain a competitive advantage in health claims and performance. BEST MOMENTS "Synthetics are man-made chemicals. They look good and sound good, but they don’t perform. 90% to 95% is going down the drain." "We define our business as an ingredient company. I'd rather sell a company 5,000 pounds of our product than have 50,000 customers who eventually use 5,000 pounds." "The pet industry is different. It's all about the health and welfare of the animal. That was very refreshing compared to the human side." "If you’ve got a child’s soccer game at 3:00 in the afternoon, you don’t even have to ask. Family comes first." "We are not over-promising and under-delivering. Our product is absorbed in a dog within the first 20 minutes of them eating." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton is joined by Gary Gilmore, the founder of Well Fed Pets. Gary shares his inspiring journey in the pet industry, starting from a part-time job as a teenager to establishing a successful wholesale and 3PL business in Northern Ireland. They take a look at the distinct differences between the UK and Irish pet markets, the impact of Brexit on trade, and the growing demand for holistic pet products. Gary also explains how Well Fed Pets serves as a strategic hub for businesses looking to navigate the complexities of shipping between the UK and Europe. KEY TAKEAWAYS Well Fed Pets acts as a vital link for UK pet brands seeking to enter the European market and vice versa, leveraging Northern Ireland's unique dual-market access. While traditionally trailing behind the UK in trends, the Irish pet market is rapidly evolving, with a significant shift towards natural and premium pet care. Understanding the nuances of customs, certifications (like AVP storage), and regional regulations is crucial for success in the post-Brexit landscape. Well Fed Pets' focus on holistic products and specialised storage (like category 3 animal by-products) sets them apart in the competitive 3PL space. Gary's transition from a high-street pet shop to a multifaceted wholesale and logistics provider highlights the importance of agility and identifying market gaps. BEST MOMENTS "I tried to escape, but you can't escape the pet trade; it drags you back." "Northern Ireland has what they call dual market access, so it's in the EU and the UK." "The pet trade aren't always that quick to respond to what the public want." "I think Northern Ireland's gone from a place which is a pain to be in logistically to actually having a real level of handiness to it." "We feed everything from a mouse to an elephant, and actually it is true." 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, Clayton sits down with Bobby and Eden, the founders of Pure Pawsitivity (formerly Pure Purée), based in Fountain Hills, Arizona. The couple shares their powerful origin story, born from the heartbreak of losing beloved pets prematurely to cancer and disease. They discuss how their business evolved from making fresh vegetable purées for picky dogs to creating comprehensive superfood powders for both dogs and cats. Bobby and Eden also open up about their personal journey of sobriety in 2022, revealing how cleaning up their own lives gave them the clarity to fight for better pet health. KEY TAKEAWAYS The business was founded after Eden lost her dog, Georgie, at age 12 to a pancreatic tumour, and Bobby lost German Shepherds that never made it past age 10. This grief drove them to research ingredients and realise the flaws in commercial pet food. They started as ‘Pure Purée’, making fresh toppers to help frail dogs eat. They eventually rebranded to ‘Pure Pawsitivity’ to escape the limiting ‘Pure Purée Puppy’ name (which alienated cat owners) and to reflect a broader holistic mission. Bobby and Eden both got sober in 2022. They credit this lifestyle change with finding their true calling to serve pets, noting that as they healed themselves, they found the drive to heal animals. Unlike many brands that use synthetic vitamin packs, Pure Pawsitivity relies entirely on whole food sources. For example, they source specific Styrian pumpkin seeds from Austria for their mineral content rather than using additives. Rather than shaming owners for feeding kibble, they encourage an ‘additive’ approach, adding healthy toppers or fresh foods to existing diets to fill nutritional gaps, which they found even stopped behaviours like poop eating. BEST MOMENTS "When we heal our pets, we actually heal ourselves. The work flows through us more than it's us doing the work now. It's just become our calling." "My Georgie... I saved him, but he really saved me.” "None of the stuff that we make is made in a lab or for marketing purposes. It's actually made from human and pet energy and experience, so we just know that it works because we've seen it work." "With health, nutrition in general, when it comes to your pets or people. There are multiple, millions really, keywords that can shut a person down right away because at some point, great grandma was telling you to feed kibble." 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/

Today, Clayton is joined by Gary from Direct for Pets, also known as Black Cat Medicines. Gary shares the origin story of the business, starting from its roots in a veterinary surgery and evolving into a successful online pet store and pharmacy. They discuss the growth of the business, the challenges and successes of selling on multiple channels like Amazon, Tesco, and eBay, and how they navigate the complexities of the pet medication industry. KEY TAKEAWAYS Direct for Pets began within a veterinary practice, addressing customer demand for buying pet medications online with a prescription. The business thrives by being available on various platforms like Amazon, Tesco, and eBay, catering to different customer shopping preferences. The pandemic significantly boosted their online sales, as they became a vital lifeline for pet owners who couldn't visit physical stores. Direct for Pets focuses on working with reputable brands and ensuring all products are tested and genuine to maintain customer trust. The company is continuously evolving, recently moving into a massive 40,000 square foot logistics facility and expanding its product range to include the equine sector. BEST MOMENTS "We've created what we think is a really nice online veterinary pharmacy, but also an online pet store really that supplies all the different types of products that you would need for your pet at home." "Customers have a right to buy from wherever they feel comfortable buying from." "We became the lifeline really for supply [during COVID-19]." "We don't just sell any tat, if I'm honest. Everything is tried, tested, genuine." "I think 2026 is all looking really interesting for us. Lots of new brands, lots of existing supplier relationships and yeah, just slowly growing the business really." 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, Clayton chats with Hermann Sloot, Commercial Director of Calysta, the company behind the innovative protein ingredient FeedKind. Together, they dive deep into the fascinating world of microbial protein, a sustainable, non-animal protein source created through natural fermentation. Hermann explains how this technology works, scaling from lab to factory, and why it's a crucial answer to the global protein shortage facing the pet food industry. KEY TAKEAWAYS FeedKind is produced by fermenting natural bacteria found in soils (specifically Methylococcus capsulatus Bath) using gas, ammonia, and vitamins, similar to how yeast is used to make bread or beer, resulting in a highly scalable, nutrient-rich protein. While many alternative proteins are still in the lab phase, Calysta has already built the world’s first commercial-scale factory capable of producing 15,000 metric tons of protein annually, moving beyond theory into real-world application. Beyond being a sustainable protein source, studies show microbial protein offers specific health benefits for pets, including improved gut health, postbiotic effects, and high digestibility that rivals traditional animal proteins. Hermann discusses the consumer disconnect regarding meat quality, noting that while pet owners often prize ‘fresh meat’, mechanically separated meats and by-products are standard. The biggest hurdle for novel ingredients isn't the science but the story. Success lies in shifting the narrative from ‘sustainable alternative’ to focusing on tangible pet health benefits like gut immunity and digestibility to win over skeptical consumers. BEST MOMENTS "The challenge for the pet food industry is that we have grown agri-food supply chains to such an extent that you might even ask, how are we going to continue that? Can we extrapolate all that growth in the coming decades?” "We are kind of a disruptor as well in animal nutrition. We bring a complete new technology, fermentation technology, into the game by which we can produce also proteins for animal feed." "The benefit is not that it contains insects, the benefit is not that it contains a microbial protein, the benefit should be something that is an issue with the dog." "I think the pet food industry are kind of magicians as well. They work with by-products and look at what the pet food producers are doing to create a pet food product. It's like producing baby food." "Sustainability never sells anything, nobody buys on sustainability, you can't appeal to everyone. The hurdle should be around realistic today's use cases rather than trying to make a narrative of striking fear into people's hearts." 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, Clayton welcomes Sarah and Matt from 'My Anxious Dog' to the podcast, to discuss their journey in raising awareness about anxious dogs and the importance of giving them space. They discuss the personal experiences that led them to create a range of products designed to help owners communicate their dog's needs, including the significance of the colour yellow as a warning signal. Sarah shares the challenges they faced in the early days, the evolution of public attitudes towards dog anxiety, and the development of their business. KEY TAKEAWAYS The journey into recognising and addressing dog anxiety began with personal experiences, highlighting the importance of understanding a dog's body language and emotional needs. Awareness of signs such as "whale eyes" and a tight muzzle can help owners identify anxiety in their pets. The initiative to use yellow as a warning colour for anxious dogs originated from the horse world, where a yellow ribbon indicates a need for space. This campaign aims to raise awareness and promote understanding among dog owners and the public about the needs of anxious dogs. The importance of community support is emphasised through local awareness efforts, such as creating posters and stickers, and organising events like "Dogs in Yellow" day. Engaging the community helps spread the message and fosters a supportive environment for dog owners with anxious pets. The need for quality products tailored for anxious dogs led to the creation of a range of items, including harnesses, leads, and calming aids. The focus is on providing practical solutions that help both dogs and their owners navigate social situations more comfortably. The experience of owning an anxious dog has transformed into a passion for advocacy, leading to personal growth and a commitment to educating others. The journey has not only improved the quality of life for the dog but has also fostered a deeper understanding of dog behaviour and owner responsibility. BEST MOMENTS "It was important for me to raise awareness where I walked." "Yellow is the official warning colour for caution." "I think 75% of dogs suffer with some form of anxiety or behaviour issues." "People just think that you've got a dangerous, aggressive dog." "We've learned so much because we've embraced 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/