From Warehouse to Sales: Clayton Grimes' Journey in the Pet Food Industry

Today, Clayton interviews Clayton Grimes, a Business Development Manager at Naturediet Pet Foods, a well-established player in the independent pet trade. They discuss Grimes' journey into the pet food industry, starting from his role as a warehouse operative to his current position in sales and marketing. The conversation delves into the evolution of Nature Diet, including its transition from frozen to wet food in Tetra Pak packaging, and the challenges faced along the way. Grimes shares insights on the importance of building relationships with independent pet stores, the value of attending trade shows, and the significance of product quality and support in driving sales. KEY TAKEAWAYS Clayton has a diverse background in the pet food industry, starting as a warehouse operative and progressing through various roles, including marketing and sales, before becoming a Business Development Manager at Naturediet Pet Foods. Naturediet Pet Foods transitioned from trays to Tetra Pak packaging about seven years ago, which has positioned them uniquely in the market. This shift aimed to enhance sustainability, as Tetra Pak is primarily made of recyclable materials. Building strong relationships with independent pet stores is crucial. The guest emphasises the need for ongoing support, communication, and understanding the specific needs of each store to effectively sell the product. Attending trade shows and local events is seen as vital for engaging with customers directly, allowing them to sample products and fostering brand loyalty. The guest believes that personal interactions at these events can significantly impact sales. Working with wholesalers can be complex, especially when they have their own brands to promote. The guest highlights the importance of collaboration and understanding the wholesalers' needs to successfully distribute Naturediet’s products. BEST MOMENTS "I think it's been hard to recover from that in certain degrees." "I believe in the product is that good that if people can try it and love it, that's where it goes." "It's nice to be on the road to recovery, so to speak, and to be on the really positive." "I think the Tetra packs are great for the market." "You have to be a people person. You don't sell anything; you don't take no money." 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/