Show Notes
In this episode, Clayton sits down with William Grand, the visionary CEO and founder of NutraFusion. William shares the fascinating journey of his company, which began in 2008 with a mission to replace low-quality synthetic vitamins in pet food with highly bioavailable nutrients derived directly from fresh fruits and vegetables. William explains their unique dehydration and isolation technology, the economic realities of premium ingredients, and why their ‘family-first’ virtual business model is the secret to their success.
KEY TAKEAWAYS
Unlike synthetic vitamins which are often poorly absorbed, NutraFusion’s plant-based nutrients are designed for maximum bio-absorption, particularly suited for a dog’s short intestinal tract.
NutraFusion uses a specialised technology to isolate and concentrate nutrients (like Vitamin D from sunlight-exposed mushrooms), allowing manufacturers to add massive nutritional value with a very small physical footprint.
Most traditional pet foods use man-made chemicals (synthetics) to meet regulatory standards. William argues that while these are cheap, they lack the actual performance and health benefits of natural isolates.
Since 2008, NutraFusion has operated as a virtual company, outsourcing manufacturing and logistics while employing a lean, highly disciplined remote team across the US
Many pet food companies use NutraFusion but keep it a secret under NDAs to maintain a competitive advantage in health claims and performance.
BEST MOMENTS
"Synthetics are man-made chemicals. They look good and sound good, but they don’t perform. 90% to 95% is going down the drain."
"We define our business as an ingredient company. I'd rather sell a company 5,000 pounds of our product than have 50,000 customers who eventually use 5,000 pounds."
"The pet industry is different. It's all about the health and welfare of the animal. That was very refreshing compared to the human side."
"If you’ve got a child’s soccer game at 3:00 in the afternoon, you don’t even have to ask. Family comes first."
"We are not over-promising and under-delivering. Our product is absorbed in a dog within the first 20 minutes of them eating."
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/
More from Pet Business Disruptors
In this episode, Clayton sits down with Ruby Balaram, co-founder of Real Dog Box and Director of the Feed Real Institute, to explore her transition from a 14-year legal career to the pet food industry. Ruby shares how her husband's dog's cancer diagnosis inspired a shift to a raw diet, eventually leading them to launch a successful air-dried treat and chew subscription business from scratch.
In this episode, Clayton sits down with Chef Scot Hill, founder of Woof Creek, to explore his unexpected transition from the restaurant industry into the pet wellness space. Scot shares how the COVID-19 pandemic and a new puppy with allergies inspired him to apply his culinary philosophy to pet supplements, detailing how Woof Creek's grassroots beginnings at farmers markets and his relentless commitment to ingredient transparency.
In this episode, Clayton sits down with Craig Wallace, Managing Director of Wilsons Pet Food, to explore the journey of reviving a historic Scottish pet food brand and navigating the modern pet nutrition landscape. Craig shares his transition from human food manufacturing into pet food, detailing how Wilsons evolved from traditional mixers and cold-pressed lines to dropping raw production entirely in favor of shelf-stable, fresh-cooked meals.
Clayton sits down with Sean Zyer, founder of Earth Buddy, to discuss the evolution of the pet wellness and hemp sectors. Drawing on his extensive background in pet food manufacturing and distribution, Zyer breaks down the journey of building a clean, science-backed pet CBD brand from a commercial kitchen to independent pet retailers across the United States. The conversation dives deep into the realities of manufacturing, the shifting distribution landscape, the science of full-spectrum versus CBD isolates, and the pressing legislative hurdles currently threatening the hemp market.
In this episode, Clayton sits down with Pamela Keniston, founder and CEO of Big Paws Marketing, to explore the rapidly evolving dynamics of the pet industry. They dive deep into the challenges pet supplement brands face regarding FTC/FDA compliance and label claims, the realities of high-cost clinical studies, and why standing out in a flooded market requires more than generic branding.