The Experts in Animal Health

Brakke Consulting’s
Animal Health News & Notes for June 1, 2018
Copyright © Brakke Consulting, Inc.

Editor: Lynn Fondon DVM MBA

Brakke Consulting news
Transaction assistance
Veterinary Practice Home Delivery Report – NOW AVAILABLE
2018 Sales Force Effectiveness Study – PRE-ORDER NOW

earnings news
Sanderson Farms

other news
Aratana Therapeutics
Ethos Veterinary Health
Manna Pro Products
MVS Pet Care
Wild Calling! Pet Foods


The 2018 Sales Force Effectiveness Study will analyze data from over 1,000 companion animal veterinarians, at the national level as well as regional and practice size. The report will also analyze the differences between corporately-owned and independently-owned practices.

The report will include data on veterinarian purchasing habits; ratings on manufacturer attributes, field sales representative attributes, and inside sales representative attributes; and identification of the attributes that drive purchases and overall performance ratings. Companies benchmarked in the report include:

• Abaxis
• Antech Diagnostics
• Aratana Therapeutics
• Bayer
• Blue Buffalo
• Boehringer Ingelheim
• Ceva
• Dechra
• Elanco
• Heska
• Hill’s
• Merck
• Nationwide/VPI
• Nestlé Purina PetCare
• Royal Canin
• Trupanion
• Vetoquinol
• Virbac
• Zoetis

The 2018 Sales Force Effectiveness Study will be published in December 2018. The cost of the study is $41,800; discounts are available for subscribers who place an order by June 30. For a detailed prospectus or other information, contact Bob Jones at or Lynn Fondon at or 972-243-4033.


• Sanderson Farms Inc. reported results for its second fiscal quarter ended April 30, 2018. Net sales were $813.5 million, compared with $802.0 million for the same period a year ago. Net income was $41.9 million compared with net income of $67.0 million. (Feedstuffs)


Pharmacy sales represent an important component of a veterinary clinic’s revenues. In today’s competitive environment, veterinarians increasingly need to offer innovative, convenient solutions to successfully compete with online pet pharmacies and retail sources.

Developed from the data collected for Brakke’s biannual 2017 Distributor Effectiveness Study, the Veterinary Practice Home Delivery Report contains key information about companion animal veterinarians’ approach to providing the convenience in purchasing veterinary products demanded by their clients. The report, based on data from over 1,100 companion animal practice respondents, includes regional and practice size data analysis in addition to the national aggregate data. It answers questions such as:
• How are veterinarians serving clients who prefer to order products online or by telephone?
• What are the trends in writing prescriptions for online pharmacies?
• How many clinics have online stores, and what is the sales volume through the stores?
• Which online services providers are clinics utilizing, what are their market shares, and how do veterinarians rate their performance?

The Veterinary Practice Home Delivery Report is now available; the price of the report is $8,900.

For more information, contact Lynn Fondon at


• Alltech announced the launch of Viligen, which prepares the immature pig gut for efficient nutrient absorption and rapid growth and it encourages feed intake by providing fatty acids, prebiotic components and readily available mineral forms. (Feedstuffs)

• Aratana Therapeutics announced it has submitted a supplemental New Animal Drug Application (NADA) for NOCITA (bupivacaine liposome injectable suspension) with the FDA’s Center for Veterinary Medicine (CVM). The filing is intended to expand the NOCITA label to include its use in cats as a peripheral nerve block to provide regional post-operative analgesia following onychectomy. (company press release)

• Manna Pro Products announced it has acquired VetScience and their Fruitables brand of premium dog treats and food supplements. The Fruitables brand has a full line of CalorieSmart treats, broths and toppers. Financial terms were not disclosed. (Petfoodindustry)

• VetBiotek announced the launch of VetOMEGA 950, a proprietary and patent-protected soft chew to support joint health and manage skin conditions in dogs. The product is available in the US and Canada through licensed veterinarians. (company press release)

• Barkstrong announced the completion of its acquisition of Wild Calling! Pet Foods, which had filed for bankruptcy protection in October 2017. Wild Calling will re-release its pet food nationally. (Petfoodindustry)

• Trupanion announced that it has received a utility patent for its Trupanion Express software system that reimburses veterinary service providers within minutes. The system eliminates the need for claim forms. (Today’s Veterinary Business)

• Ethos Veterinary Health (Ethos) announced it has acquired Integrative Pet Care in Chicago, Veterinary Emergency + Referral Center of Hawaii, in Honolulu, and Atlantic Street Veterinary Hospital Pet Emergency Center in Roseville, Calif. Ethos now operates 17 veterinary specialty hospitals and a suite of complementary services including a reference lab 3 locations; a compounding pharmacy; and an innovative online learning platform. (company press release)

• MVS Pet Care, a professional franchise network of house call veterinarians, announced it is expanding its footprint throughout the northeast and southeast regions of the United States with six signed franchise agreements in Atlanta, Philadelphia and Pittsburgh. MVS Pet Care has plans to expand in Florida, Nevada, South Carolina, Georgia, Texas and Oregon by the end of the year. (

• Rover – an online marketplace that connects dog owners with services such as long-term boarding, dog walking, house-sitting, and drop-in visits – announced it has raised $155 million in a fresh round of funding. The funds are intended to expand its services into Europe, with the first launch in the UK. (GlobalPets)

• Groomit – a mobile app that connects pet grooming specialists with pet owners, allowing users to select a groomer and a desired time window – announced it has expanded to San Diego, California, making it available in four states. (PetProductNews)

• Recombinetics announced it has partnered with Semex to help bring more polled genetics into dairy cattle breeding. The alliance will help utilize precision breeding in an effort to eliminate dehorning. (Bovine Veterinarian)

• CHINA Avivagen Inc. announced an arrangement with Pawllion Inc. to distribute Vivamune Health Chews in China and Hong Kong. While Pawllion anticipates registration in China to take between 12-14 months, the company is permitted to distribute Vivamune Health Chews during this process. (company press release)


• US – CANINE INFLUENZA An informal survey of veterinarians in Brooklyn, N.Y., showed that more than three dozen dogs have been diagnosed with canine influenza since mid-April, and is likely to spread to other boroughs. (AVMA SmartBrief – New York Times)

• BRAZIL – TRUCKER STRIKES Nearly 65 million poultry have been culled in Brazil as trucker strikes appear to be dwindling after multiple concessions from the Brazilian government. An additional 1 billion birds and 20 million pigs may also have to be culled due to a risk of cannibalization and critical conditions for the animals if the blockades persist, according to the Brazilian Association of Animal Proteins. (Feedstuffs)

• WORLD – DRUG ACCESS The World Veterinary Association (WVA), the Federation of Veterinarians of Europe (FVE) and the Federation of Companion Animal Francophone Veterinary Associations (FAFVAC) have all thrown their weight behind a campaign led by the World Small Animal Veterinary Association (WSAVA) to secure equal access to veterinary therapeutics for veterinarians around the world. Ten WSAVA member associations have also endorsed it. In a survey of its members conducted by the WSAVA during 2016-2017, 75% of respondents confirmed that that problems in accessing veterinary medical products hampered their ability to meet the needs of their patients and 20% assessed the impact of this issue as resulting in a severe restriction on their ability to provide a high level of care. (association press release)

• NEW ZEALAND – MYCOPLASMA BOVIS New Zealand plans to slaughter about 150,000 cows as it tries to eradicate Mycoplasma bovis from the national herd, which was found in the country for the first time last year. The effort will cost hundreds of millions of dollars, and, if successful, would be the first time an infected country has eliminated M. bovis. (AP)

Let Brakke Consulting provide assistance for all your transactions.

Brakke Consulting has been the finder of record, agent of record or consultant for a number of successfully completed projects. We assist with valuations and provide due diligence on confidential transactions as well as offering executive counsel on a number of potential transactions.

Brakke Consulting has the experience, insight, ability and contacts to provide clients with the highest quality services in the animal health, pet, veterinary and specialty chemicals markets. Please contact any of our offices for a confidential consultation.


I have spent the past two weeks in the Midwest visiting clients and producer friends. It has been an interesting and insightful experience. The agricultural community is concerned over the impact the various trade policy discussions could have on pricing of US products in international markets. This uncertainty is making the many decisions that need to be made by producers more challenging. As is normal, predicting mother nature is another concern. So, far this year rains have been spotty leaving some areas dry and others with water standing in newly planted fields. Recently in most of the US temperatures have been above normal creating additional concerns. US agriculture has been successful in meeting the challenges it faces most years. Let’s hope that is the case in 2018.

Earlier in the newsletter you noted our Sales Force Effectiveness Study. We have been conducting this study biannually for 16 years and have created a historical database that is unique to the industry with customer expectations of sales representative. We encourage both large and small firms to look more closely at this study. This study has and will continue to have a positive impact in management of the sales function in the rapidly changing marketplace.

Have a great weekend!

Ron Brakke

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