Emily Mugford on Innovation and Growth at the Company of Animals

Today, Clayton sits down with Emily Mugford, the new CEO of the Company of Animals, to discuss her unique journey from being a small animal veterinarian to leading a well-established pet product company founded by her father, Roger Mugford. Emily shares insights into the challenges and rewards of transitioning into her new role, the evolution of the Company of Animals over the past 45 years, and the importance of understanding the psychology behind dog training. KEY TAKEAWAYS Emily Mugford, daughter of Roger Mugford, has transitioned from being a small animal vet to the CEO of the Company of Animals, a company founded by her father 45 years ago. She has a strong veterinary background and has taken on a leadership role in the family business, focusing on succession planning and company growth. The Company of Animals has evolved from primarily dog training to a broader focus on animal behaviour and lifestyle products. The Halty Head Collar, designed to help stop dogs from pulling, remains a flagship product, while the company has expanded its range to include various training and lifestyle items. The company has successfully expanded its operations internationally, with distribution in the US, UK, Netherlands, and Australia. This growth has been facilitated by the use of third-party logistics (3PL) providers, allowing for more efficient distribution without the need for physical warehouses in every location. The US market presents unique challenges due to its size and fragmentation. While the Company of Animals has established a presence, competition from well-known brands and the need for greater brand awareness remain significant hurdles. BEST MOMENTS "I think the problem isn't with veterinarians, it's with the larger corporate industry." "If something goes wrong, it can be fixed, it can be sorted." "We want to be long-term partners with people, not just short-term, flash-in-the-pan affairs." "I think we can be proud that many of our products have enabled those families to stay together." "It's a much scarier role, but do you know what, like nothing dies." 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/