Navigating Growth: Chris Jones on Expanding Peregrine's Product Range and Market Reach

In this episode, Clayton sits down with Chris Jones, the Managing Director of Peregrine Live Foods, the UK's leading distributor of reptile and live food products. Chris shares the fascinating history of Peregrine, which began 35 years ago as a small live food business founded by two scientists and has since evolved into a major player in the pet industry, employing around 170 people and serving over a thousand shops weekly. Chris also discusses the importance of independent pet shops in the reptile market, the challenges posed by Brexit, and the potential for international expansion.   KEY TAKEAWAYS Peregrine Live Foods has transformed from a small live food distributor into a comprehensive supplier of reptile products. The growth of Peregrine has been driven by strategic sales initiatives, product diversification, and capitalising on market trends, such as the boom in pet ownership during the COVID-19 pandemic. Independent reptile shops play a crucial role in the market by introducing new customers to the hobby. These shops often provide better education and ethical practices compared to larger retailers. Reptile owners tend to spend significantly on supplies, with average monthly expenditures ranging from £100 to £200. This highlights the potential profitability for pet shops that cater to reptile enthusiasts by offering a variety of products, including live food and specialised care items. Peregrine is looking to expand its reach beyond the UK by exporting its brands, particularly in the aquatic and reptile sectors.    BEST MOMENTS "Peregrine started about 35 years ago... they were essentially scientists working in a laboratory studying insects for the purpose of pesticides." "I think getting up to a million is difficult, but once you hit the one million... it takes some pretty strong strategies and pretty strong new brands." "We started to build that a little bit more. We've bought out another company since then, Fish Science... and yeah, some big plans coming in the next couple of years." "I think there's definitely been a thinning out. I think what is true is that with the internet, people who are morally dubious get found out now very easily." "We have around 7.5 million to 8 million reptiles in the UK, somewhere in the region of a million owners. It's not insignificant."   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 rivaled by few.  As well as being COO of one of the UK's 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