How Baboo Gelato is Revolutionising the Ice Cream Market for Dogs and Humans Alike

In this episode, Clayton welcomes back Sam Hanbury, the founder of Baboo Gelato and Doggy Doggy Yum Yum, to discuss the growth and evolution of his dog ice cream business. Sam shares insights into the unique challenges and successes of selling dog ice cream alongside human ice cream, highlighting the importance of quality ingredients and the shift towards non-traditional retail channels like pubs and garden centres. They also discuss the logistics of exporting products to the Middle East, the significance of community-building through crowdfunding, and the necessity of building strong relationships in the pet industry. KEY TAKEAWAYS The importance of building a community around the brand is emphasised, with crowdfunding being used not just for financial support but to create a sense of ownership among customers, staff, and suppliers. The company is looking to expand its dog ice cream product line and distribution channels, particularly in the pet industry, by focusing on direct engagement with retailers and participating in events to increase visibility. Exporting ice cream, especially to warmer climates like the Middle East, presents significant logistical challenges, including maintaining a cold chain during transport and navigating regulatory requirements. There is a clear distinction made between sales and marketing, with a focus on the necessity of direct conversations with customers to drive sales, rather than relying solely on social media and digital marketing strategies. Building long-term relationships with customers and partners is crucial for sustained business success. The value of repeat business over time is highlighted, demonstrating that nurturing these relationships can lead to significant revenue growth. BEST MOMENTS "We set up a dog ice cream called Doggy Doggy Yum Yum because we had people buying ice cream for their dogs." "People would be insane not to have a dog ice cream because it's just such an easy thing to have on their menu." "The cold chain is terrifying enough for the UK; add an extra 20 degrees, and it's going to be that much more nerve-wracking." "Crowdfunding is equity investment; this is real investment in the company." "It's so much easier in life to deal with nice people." 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/