Merial, Boehringer Ingelheim ink co-marketing deal

Cattle Market & Farm Reports, Editorials
Feb 14, 2005
by WLJ
Merial and Boehringer Ingelheim Vetmedica, Inc. announced a co-marketing agreement for the MERIAL SUREHEALTH calf-preconditioning program that the companies hope will create a more robust offering of eligible products. The SUREHEALTH program features management practices that add value to feeder calves throughout the production chain.
“Our goal is to offer the best combination of health protocols and products inside a comprehensive calf-preconditioning program,” says Jim Van Proosdy, Merial senior director of large animal sales. “By combining the product lines of two reputable animal health companies with a set of proven preconditioning protocols developed by the beef industry, we believe that we’re offering the best calf-preconditioning program in this country.”
As part of the agreement, the number of qualified products will grow to include brands from both Boehringer Ingelheim Vetmedica and Merial. These include, Bar-Vac 7/somnus, Bar-Vac 8, Pulmo-guard Pasteurella and Pulmo-guard MpB (Mycoplasma bovis) vaccines; Caliber, Elite, Express, RELIANT and RESPISHIELD brand vaccines; IVOMEC (ivermectin) and EPRINEX (eprinomectin) brand endectocides; and CORID (amprolium), an optional prevention/treatment for coccidiosis.
“We are very excited about the SUREHEALTH co-marketing agreement,” says Derek Groff, cattle segment director, Boehringer Ingelheim Vetmedica. “By working together with Merial, veterinarians and producers will both benefit, as these new product options will provide greater flexibility with proven performance-based products. Together we are better able to assist cattle producers in achieving and surpassing their productivity goals.”
In total, Boehringer Ingelheim Vetmedica will market 10 vaccines and Merial will market another 16 cattle products inside the SUREHEALTH program. The 26 products can be mixed and matched as long as they meet the minimum requirements for SUREHEALTH certification. Each company will sell its own brands used inside the program, but both companies’ sales forces will implement the program.
“We’re proud to support such an important industry initiative and to see it make economic sense for our customers and their customers,” says Van Ricketts, DVM, manager, Merial Veterinary Professional Services. “In the last four years, calves certified through the SUREHEALTH program have added value to many participants in the beef industry, from the cow/calf producer to the veterinarian, to the livestock marketing center owner to the feedlot.”
The SUREHEALTH calf-preconditioning program was introduced in 2001, and says it is the only nationwide veterinarian-certified preconditioning program to offer a 21-day limited warranty on cattle that adhere to program specifications. For further information on the SUREHEALTH program and a full listing of eligible products and protocols, see — WLJ