Podcast: Inside the Mind of a Pet Industry Disruptor
The world of pet food is overflowing with trendy buzzwords and big-budget marketing, which can make it hard for pet owners to know what’s truly innovative and what’s just clever marketing. Live from the SUPERZOO 2025 show floor, this conversation with Clayton Payne—industry veteran, serial disruptor, and host of the world’s most downloaded pet business podcast, Pet Business Disruptors—puts this into sharp focus and reminds us that real disruption happens when brands truly understand their consumers.
Clayton pulls no punches when it comes to identifying what actually drives progress in pet care. He reveals how small, agile brands often outpace industry giants, why authenticity matters more than ever, and how simplicity is winning with today’s pet parents. His takeaways offer a refreshing, practical framework for anyone overwhelmed by crowded shelves, complex labels, or competing philosophies about what pets truly need.
What You’ll Learn 🔍
- Why true innovators stay close to everyday pet owners, not just trend reports
- How excessive claims dilute trust and hurt product performance
- Why niche expertise and authenticity are becoming competitive advantages
- What UK and US brands each bring to the global innovation landscape
- How consumer expectations, social platforms, and shifting power dynamics are reshaping the pet industry
If you’re ready for practical insight and a dose of real talk about what actually moves the needle in pet care, this episode delivers. Tune in here, and don’t forget to check out the rest of our SUPERZOO 2025 series for more behind-the-scenes pet care perspectives.
🎧 Find Barking Mad on the BSM Partners website, as well as on Spotify, Apple Podcasts, Amazon Music, iHeart Radio, and Podlink.
Follow us on LinkedIn for the latest updates on all things happening here at BSM Partners.
About the Author
Jordan Tyler is the Director of Media at BSM Partners and co-host of the Barking Mad podcast. She has more than five years of experience reporting on trends, best practices and developments in the North American pet nutrition industry. Jordan resides in Bentonville, Arkansas, with her husband and their four furry family members.
This content is the property of BSM Partners. Reproduction or retransmission or repurposing of any portion of this content is expressly prohibited without the approval of BSM Partners and is governed by the terms and conditions explained here.