The Experts in Animal Health

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Brakke Consulting’s
Animal Health News & Notes for September 23, 2011

Copyright © Brakke Consulting, Inc.
Editor: Lynn Fondon, DVM MBA
Brakke news
Pet Owner Channel Use Study
earnings news
other news
Micro Beef Technologies
Vet’s Promise
New Pet Owner Buying Behavior Study
Last week to save $1,000

Are pet owners fundamentally changing their buying behavior?  Are new market segments emerging?  A new multi-user study by Brakke Consulting and The Pert Group will explore these issues in depth with a national survey of 1,000 dog and cat owners.
The report covers many product categories and examines purchase frequency by brand and by type of outlet, channel switching, and the importance of convenience, price and veterinary recommendations on buying decisions.
The 2012 Pet Owner Channel Use Study will be fielded this fall, with results available in early January 2012. 
Orders placed by September 30 and paid in advance receive a $1,000 discount.  In addition, the first five companies to order will have an opportunity to include proprietary questions in the study.
For more information, visit our website at or contact John Volk,, (773) 327-4941.
> Bioniche reported results for its fiscal year 2011 ended June 30.  Consolidated revenues related to Bioniche Animal Health product sales for the fiscal year were $27.4 million, as compared to $27 million in Fiscal 2010. (company website)
> Kiotech International reported a profit before tax and share based payments of GBP 1.0 million ($1.6 million) on sales of GBP 9.4 million ($15 million) in the six months to June 30 2011, compared to GBP 0.8 million and GBP 11.1 million in the first half of 2010. (Animal Pharm)
> The Animalcare Group reported results for the fiscal year ended June 30, 2011.  The business made a pre-tax profit of GBP 3.05 million ($4.7 million) compared to GBP 2.1 million in the prior fiscal year. Revenues were GBP 11.8 million ($18.2 million) compared to GBP 11.2 million in the previous twelve months. (Animal Pharm)
> MWI Veterinary Supply, Inc. announced that it has entered into a definitive agreement to acquire substantially all of the assets of Micro Beef Technologies, Ltd. for approximately $60 million, including approximately $53.4 million in cash and common stock valued at $6.6 million. Micro Beef is a value-added distributor to the production animal market and a leading innovator of proprietary, computerized management systems for the production animal market. Micro Beef generated total revenues of approximately $193 million for its year ended December 31, 2010. (Vet Advantage) 
> DSM Nutritional Products announced the launch of Ronozyme HiPhos, a new phytase feed additive for pig and poultry diets. When added to livestock feed, it has the ability to consistently deliver nearly twice the level of available phosphorus from the widest range of feed raw materials as do current competitor phytase products. (Animal Pharm) 
> Imperial Capital Group reported that it has acquired Nutri-Vet LLC, the owner of Nutri-Vet and Best Pet Health brands. Financial terms of the deal were not disclosed. Nutri-Vet will be combined with Petra Pet Inc., which owns the Beefeaters and PetraVet brands and is a portfolio company of Imperial Capital. (
> Vet’s Promise announced it has launched a custom label program for the independent pet store industry. The company’s products include veterinary formulated dosages of animal health supplements, feed supplements and topical dermatology products. (PR Web)
> ITALY – ANTHRAX  Italy has reported more than a dozen farms with cases of anthrax, killing cattle, sheep and horses. Authorities stated that the origin of the infection is linked to the introduction of new live animals. (Bloomberg)
> PARAGUAY – FOOT AND MOUTH DISEASE  Paraguay has begun the slaughter of around 1,000 cattle in an attempt to eradicate an outbreak of foot-and-mouth disease. The outbreak was detected on a farm 350km (220 miles) north of the capital, Asuncion.  Exports have been suspended for 80 days, and Paraguay’s main markets – including Russia and several South American countries – have banned imports. (BBC News)
> US – RABIES VACCINE   USDA officials are testing ONRAB, an oral rabies bait that has proven to be highly effective in Canada.  80,000 doses of vaccine will be dropped in West Virginia during this field trial, the first in the US.  According to the USDA, ONRAB has promise for targeting skunks and raccoons, two species of wildlife that are the most frequent bearers of rabies in the eastern US. (AVMA SmartBrief)
> US – CANCER TREATMENT   Texas A&M University’s College of Veterinary Medicine and Biomedical Sciences announced the grand opening of the Diagnostic Imaging and Cancer Treatment Center. The $11 million facility was financed by donors and within the college itself. (
There was a limited amount of news this week.  We did note in a separate publication that a survey of beef producers in TX found that because of the drought  84% of those responding indicated that they had reduced their herd by an average of 38% from their 3-year average.   A similar negative report was sent out from the beef department at Oklahoma State regarding heard reductions in that state.  With limited or no wheat pasture this fall, it’s doubtful that herds in those two leading beef producing states will increase until late 2012 or 2013.  How low can the beef cattle numbers go?  We started the year with the lowest number since 1958!
On the companion animal side of the business, there appear to be dramatic shifts taking place in the purchasing habits of pet owners because of availability of products and services from non traditional sources. In addition, pet owner visits to veterinarians are in a 10-year decline, as documented in the Bayer/Brakke Veterinary Care Usage Study.

Why are these shifts in buying behavior occurring and how will they impact your business?  We dig more deeply into the reasons and the implications for you in our new 2012 Pet Owner Channel Usage Study.  This robust, 175-page report takes a deep dive into buying behavior, by brand, for 10 major categories of products and services, including pet insurance. 

If you’ve not already done so we encourage you to purchase this report.  The times they are a changing for many reasons!!
Have a great weekend!!

Ron Brakke

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Any use of the contents herein should be approved by and appropriately attributed to Brakke Consulting, Inc.
For more information about Brakke Consulting’s services and syndicated studies, visit our website at
Brakke Consulting, Inc.
2735 Villa Creek, Suite 140
Dallas, TX  75234    USA

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