Vale joins Vets Plus, Inc., as Vice President, Sales and Marketing

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Vale brings 25 years experience in the animal health industry to VPI

Vets Plus, Inc. (VPI), a leading animal health supplement manufacturer, has appointed Steve Vale to its staff as Vice President, Sales and Marketing. Vale brings more than 25 years of experience in the animal health industry to this position, most recently as a Senior Key Account manager with Chr. Hansen.

“We are extremely happy to have Steve as part of the Vets Plus team,” said Raj Lall, president and CEO of Vets Plus, Inc. “We have all worked together through the VPI / Chr. Hansen partnership and developed not only a professional relationship, but a deep respect for each other. Steve’s expertise in the animal health industry will be an asset to Vets Plus, Inc., and we know he is going to hit the ground running with new ideas to assist our sales and marketing team.”

At VPI, Vale will direct the sales and marketing teams, helping to grow strategic partnerships with key accounts. With Vale’s proven record of increasing sales and earning company-wide sales achievement awards, he sees unlimited potential at VPI.

“After working with Raj and his team at VPI as corporate partners, I am very excited for this next step in my career,” Vale said. “VPI is a well-respected manufacturer within the animal health industry, and I am ready to start working with the sales and marketing teams to take VPI to the next level.”

Vale’s career in sales and marketing began at Purina Mills, Inc., followed by ADM. In 2000, he joined Chr. Hansen and was directly involved in bringing VPI and Chr. Hansen together through the Probios® line, which VPI markets and manufactures under license from Chr. Hansen.

Vale holds a B.S. in agricultural business from the University of Wisconsin – Platteville, and also has earned certification from UW-Madison Executive Education – Advanced Management / Leadership Program. Vale currently sits on the UW-Platteville College of Agriculture Advisory Council.

About Vets Plus, Inc.
Vets Plus, Inc. (VPI), located in Knapp, Wisconsin, is a leading manufacturer and distributor of animal health and nutrition products, including Probios®, Replamin®, Swine Prefer™, Pets Prefer™, Goats Prefer™ and Horses Prefer™ product lines.

Founded in 1990 by entrepreneur Raj Lall, VPI began manufacturing and distributing animal health and nutrition products. By 2002, VPI had formed a strategic marketing and manufacturing alliance with Chr. Hansen in Denmark, thus earning the license to market and manufacture the Probios® line of products. From 2005-10, VPI was known as BOMAC Vets Plus, Inc., after a partnership agreement was reached with Bomac of New Zealand. During that time, the company also formed a strategic marketing and manufacturing alliance with Albion Animal Health on Replamin® and Pull Thru® brand products (2008). Following the acquisition of BOMAC New Zealand by Bayer (Germany) in late 2010, the company has successfully transitioned back to Vets Plus, Inc., and now boasts 100,000 square feet of manufacturing / warehouse / office space. VPI is proud of its continued growth into a leader within the animal health industry and ability to manufacture more than 350 products, while maintaining ISO-9001 and NASC certifications, and remaining cGMP and AFFCO compliant.VPI is also a member of the American Pet Products Association (APPA).

Questions and comments can be directed to or support(at)vets-plus(dot)com.

Media Contact: Dana Bolwerk, marketing coordinator, Vets Plus, Inc.; danab(at)vets-plus(dot)com, 715.665.2118


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Dana Bowerk
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