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Zoetis enters equine nutrition segment

Zoetis acquires Platinum Performance, a nutrition-focused animal health business for equine and pet care markets.

Zoetis Inc. announced July 22 that it has entered into an agreement to acquire Platinum Performance, a privately held, nutrition-focused animal health company in the equine and pet care segments.

Zoetis said Platinum’s premium nutritional product formulas and unique approach to the field of scientific wellness for horses, dogs and cats will further strengthen and diversify its portfolio in the equine and pet care markets.

Financial terms of the transaction are not being disclosed.

Platinum’s flagship equine products include Platinum Performance Equine, a comprehensive wellness and performance formula, and Platinum Performance CJ, which delivers wellness and performance with the addition of joint support ingredients, Zoetis said. Its pet care products include Platinum Performance formulations that focus on wellness and joint support for dogs and cats.

With the acquisition of Platinum’s premium-quality, nutritional formulas, Zoetis is entering this space for horses and building on its existing nutritional portfolio for dogs and cats.

Zoetis said the expansion in nutritionals aligns well with its increasing focus on health and wellness as part of the continuum of animal care, which spans from prediction and prevention to detection and treatment of disease. Zoetis said the addition of its own resources and capabilities to those of Platinum is expected to increase the number and impact of research trials, enhance nutrition education and strengthen its ability to serve clients.

Platinum Performance will operate as a wholly owned subsidiary of Zoetis and will continue doing business from its headquarters in Buellton, Cal.

Equine portfolio

“Zoetis is excited to acquire Platinum Performance and add its high-quality, nutritional products and expertise to our diverse portfolio and team,” said Kristin Peck, Zoetis executive vice president and group president, U.S. operations, business development and strategy. “Platinum has become highly regarded in the equine community over the last 20 years for its sophisticated, veterinarian-led product development, its commitment to science-backed formulations and research and its use of high-quality ingredients in manufacturing.

“With this acquisition, Zoetis gains an innovative leader and premium brand in the market for nutritionals and wellness solutions that cater to horses, dogs and cats,” Peck added. "We believe Zoetis will be able to expand the Platinum equine business through our U.S. field force, accelerate the growth of its pet care product formulas with veterinarians and pet owners through our digital marketing capabilities and evaluate international expansion opportunities over the long term."

Family-owned Platinum Performance was established in 1996 by Dr. Doug Herthel and his son Mark Herthel, who will continue to lead the new Zoetis business unit as president of Platinum Performance. The company has become respected over the years for its high levels of client service and satisfaction among equine veterinarians and horse owners, Zoetis said.

Based in Buellton with 80 employees, Platinum sells directly to veterinarians and horse owners through a sophisticated e-commerce model and an experienced team of nutritional consultants and advisors.

“Zoetis and Platinum share similar values and strengths when it comes to client service, innovative research and high-quality manufacturing and dedication to the veterinary profession,” Mark Herthel said. “With our exceptional brand and proven product formulas placed in Zoetis’s commercial model, we should be able to increase the company’s scale with additional global access to veterinarians and pet owners, allowing us to continue to fulfill our family’s vision for the field of scientific wellness in animal care. Zoetis and Platinum are a terrific match, and we are thrilled to be connected to a company with the same mindset."

Herthel added, “When Platinum Performance began in our family-owned equine veterinary clinic 23 years ago, my father and I knew that nutrition and wellness support belonged in the hands of equine veterinarians. With more than two decades of clinical experience and dozens of research trials conducted, we remain committed to the application of nutrient-based formulas in veterinary medicine.”

Zoetis currently provides a range of equine products, including vaccines, dewormers, sedatives and analgesics for helping horses live longer, healthier lives. Equine products generated sales of $168 million for Zoetis in 2018, or approximately 3% of total annual company revenue, and grew 10% operationally in 2018.

Zoetis also sells several dietary supplements for dogs and cats that include vitamins and minerals to complete a pet’s nutrition.

The transaction is subject to customary closing conditions, including regulatory and antitrust approvals. Zoetis expects to complete the acquisition in the third quarter and does not expect the transaction to have a material financial impact to its guidance for full-year 2019.

Zoetis is a leading animal health company, dedicated to supporting its customers and their businesses. Building on more than 65 years of experience in animal health, Zoetis discovers, develops, manufactures and commercializes medicines, vaccines and diagnostic products that are complemented by biodevices, genetic tests and a range of services. In 2018, the company generated annual revenue of $5.8 billion and has approximately 10,000 employees.

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