Live from the SUPERZOO 2025 show floor, we sit down with Clayton Payne, the unapologetic disruptor behind one of the world’s most downloaded pet industry podcasts, Pet Business Disruptors. Join us as we unravel what real innovation looks like in today’s pet care landscape, explore why staying close to everyday pet owners matters more than any trend report, and share how pet owners can spot products that genuinely solve problems for you and your pets. Whether you’re overwhelmed by labels, confused by claims, or simply want to make smarter choices for your pets, this episode delivers clarity, personality, and a refreshing dose of real talk.Helpful LinksTune in to the Pet Business Disruptors podcast here! 🎧 https://podcasts.apple.com/gb/podcast/pet-business-disruptors/id1759599442Hear more candid conversations from the SUPERZOO 2025 show floor:🎟️ Beyond the Brands: Your Backstage Pass to SUPERZOO 2025🐶 Candid Conversations from the SUPERZOO Show Floor: Real Talk with Daniel Schulof🏬 Candid Conversations from the SUPERZOO Show Floor: Celebrating Neighborhood Pet Store Day!💡 Small Brands, Big Impact: Emerging Brands & Innovations from SUPERZOO 2025📸 Corgis Gone Viral: Meet Dash & Lili, the Internet’s Favorite Dog DuoShow Notes00:00 – Inside the Episode01:12 – Introducing Clayton Payne and Pet Business Disruptors05:30 – How and Why Small Brands Pivot Faster Than Industry Giants09:07 – A Brief History of Pet Food Trends11:54 – The Influence of Social Media on Innovation16:47 – Why Brands Lose Consumers via Claim Overload21:37 – United Kingdom vs United States on Pet Industry Innovation24:02 – Meet Clayton’s Five (Yes, Five!) Dogs25:33 – Today’s Key Takeaways