SummaryIn this conversation, Clayton Payne and Sam discuss the challenges faced by the pet food brand ForthGlade, including its decline in brand identity and market presence due to its shift towards grocery distribution. They explore the implications of this shift for independent retailers and the overall pet food market. The discussion also delves into the evolving treats market, highlighting trends, investment opportunities, and the importance of innovation in pet food products.TakeawaysForthGlade's decline is attributed to its grocery distribution strategy.Independent retailers are losing customers to grocery chains.Brand identity is crucial for maintaining market presence.The treats market is diverse and fragmented.Investors seek high returns, complicating funding for new brands.High-value treats are essential for dog training.The pet food market is evolving with new trends and products.Innovation is key to staying competitive in the pet industry.Grocery consumers are less brand loyal than independent store shoppers.The future of pet food includes more raw and gently cooked options.

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