Pet Business Disruptors

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 sits down with Louise Toal, co-founder of Furr Boost, to discuss her journey from a career in the food science industry to launching a category-defining dog hydration drink. Louise shares the story of her Beagle, Phoebe, whose health struggles inspired the creation of Furr Boost, and the extensive R&D process required to bring a first-to-market product to life. 

KEY TAKEAWAYS

Furr Boost wasn't created just to sell a product; it was born out of a desperate need to help a sick dog (Phoebe) stay hydrated when traditional options failed.

Louise didn’t rush to market. She spent five years on R&D, working with vets and testing with 40 dog owners to ensure the product was safe, effective, and palatable before officially launching.

Although Louise turned down the investment offer from Dragons’ Den due to valuation differences, the exposure was invaluable, crashing her website with orders and establishing credibility.

Being ‘first to market’ is difficult because customers don't know they need your product yet. Success required relentless education: at trade shows, online, and through vets, to explain why dog hydration matters.

Starting with direct-to-consumer (DTC) sales allowed Furr Boost to build a brand and gather data, which later proved essential for convincing major retailers like supermarkets to stock the product.

BEST MOMENTS

"I did the first one in the kitchen: chicken, butternut squash, and cranberry. She lapped it up, and we started using that to push fluids."

"It was the most sleepless night I've ever had in the business. I'd spent about 80 grand on this bit of kit from a photograph, and just thought, 'I really hope this isn't a bag of spanners.'"

“You don't really think about it, it’s just another piece of work done. On to the next."

"People read pictures. Our packaging had to scream 'I am a drink' because our biggest question was always 'Is it a powder? Is it a food?'"

"The reality with business is you have to continuously pivot, the worst thing you can do is be really hung up with your own ego."

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/

Today, Clayton interviews Wendy, the founder of Waita Pets, a burgeoning pet food company specializing in freeze-dried treats. Wendy shares her journey into the pet industry, sparked by her desire to find quality food for her own pets. She discusses the unique products offered by Waita Pets, including quail egg balls and duck blood cubes, which are inspired by Asian pet food trends. As the episode unfolds, Wendy reveals her plans for expanding the product range and entering more retail spaces, highlighting the challenges and triumphs of running a pet business in London.

KEY TAKEAWAYS

Wendy started Waita Pets out of a personal need for high-quality freeze-dried treats for her pets, leading her to identify a gap in the UK market for such products.

The company rapidly expanded by participating in local shows and markets, which allowed for direct interaction with customers and retailers, ultimately leading to partnerships with stores like Just For Pets.

TikTok played a significant role in promoting Waita Pets, with Wendy leveraging influencers to create engaging content that showcased the products, helping to build brand awareness and community.

Waita Pets offers a range of unconventional pet treats, including quail eggs and duck blood cubes, which are inspired by Asian markets and cater to the growing demand for natural and high-protein options for pets.

The company aims to expand its product range further, including new proteins and complete food options for pets, while also considering the logistics of scaling operations and potentially moving to a larger warehouse outside of London.

BEST MOMENTS

"We started to get into what is the sourcing of the fishes and the chicken, duck, and then going to factories and see the freeze-drying condition."

"I think when you're just on the internet, people don't have the same appreciation for your brand that they do when they actually meet you physically."

"We do get a lot of raw feeders that are saying, okay, this is what I want. So this is very good."

"We will be expanding the range. People asking, like venisons and lots of new fish products coming in."

"I think your products generally, the price doesn't run as high as a lot of other companies."

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 back Sam Hanbury, the founder of Baboo Gelato and Doggy Doggy Yum Yum, to discuss the growth and evolution of his dog ice cream business. Sam shares insights into the unique challenges and successes of selling dog ice cream alongside human ice cream, highlighting the importance of quality ingredients and the shift towards non-traditional retail channels like pubs and garden centres. They also discuss the logistics of exporting products to the Middle East, the significance of community-building through crowdfunding, and the necessity of building strong relationships in the pet industry.

KEY TAKEAWAYS

The importance of building a community around the brand is emphasised, with crowdfunding being used not just for financial support but to create a sense of ownership among customers, staff, and suppliers.

The company is looking to expand its dog ice cream product line and distribution channels, particularly in the pet industry, by focusing on direct engagement with retailers and participating in events to increase visibility.

Exporting ice cream, especially to warmer climates like the Middle East, presents significant logistical challenges, including maintaining a cold chain during transport and navigating regulatory requirements.

There is a clear distinction made between sales and marketing, with a focus on the necessity of direct conversations with customers to drive sales, rather than relying solely on social media and digital marketing strategies.

Building long-term relationships with customers and partners is crucial for sustained business success. The value of repeat business over time is highlighted, demonstrating that nurturing these relationships can lead to significant revenue growth.

BEST MOMENTS

"We set up a dog ice cream called Doggy Doggy Yum Yum because we had people buying ice cream for their dogs."

"People would be insane not to have a dog ice cream because it's just such an easy thing to have on their menu."

"The cold chain is terrifying enough for the UK; add an extra 20 degrees, and it's going to be that much more nerve-wracking."

"Crowdfunding is equity investment; this is real investment in the company."

"It's so much easier in life to deal with nice people."

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/