In this episode Clayton interviews Lara McCullough , the owner of Karnlea, a company specializing in high-quality pet supplements. Lara shares her journey in the pet industry, which began 20 years ago out of a personal need to help her rescue dog with dietary issues. The conversation delves into the evolution of the supplement market, the importance of quality and transparency in pet nutrition, and the challenges of distribution for new brands. Lara discusses the unique aspects of her products, including bone broth and goat milk supplements, and emphasizes the significance of education for both retailers and consumers in making informed choices.  KEY TAKEAWAYS Market Timing and Product Development: The launch of the bone broth product was well-timed with the growing interest in pet nutrition and the rise of raw feeding. The company identified a gap in the market for convenient, shelf-stable bone broth, which contributed to its success. Importance of Quality and Transparency: The company emphasizes the significance of high-quality ingredients and transparency in sourcing. They ensure their products are tested by independent labs and produced in human-grade facilities, which builds trust with consumers. Education as a Key Strategy: Educating both retailers and consumers about the benefits and proper use of supplements is crucial. The company offers training sessions for retailers to help them understand the products better, which in turn aids in selling them effectively. Distribution Strategy: The company utilizes a combination of direct sales and partnerships with wholesalers like Pedigree and Well-Fed Pets. This multi-channel approach helps them reach a wider audience while accommodating the needs of smaller retailers through starter packs and low minimum order quantities. BEST MOMENTS "I couldn't get him to eat kibble... I was desperately searching for something to help me with his skin." "We wanted somewhere that could make our product and immediately pack it... fresh as can be, you're not losing any of the nutrients." "You might think you might be getting a better value product, but you would need to give three times as much to get the same out of it." "It's all about education... if you want to have a Zoom call and a bit of training with me on the product, that's no problem." "It's an easy upsell if the shops know how to do it; it's a really easy upsell for them." 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.  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