FERA Diagnostics and Biologicals announced Heath Landis and Jeff Baxter, recognized sales and marketing leaders in the animal health industry, have recently joined this innovation company to support the adoption of FerAppease by veterinarians and their beef and dairy producer clients.

As the U.S. national sales director for FERA, Landis will lead sales force engagement with distribution partners and veterinarians, and their beef and dairy producer clientele, to position the use of FerAppease in reducing stress in cattle during times of handling, transportation and commingling. With over 25 years in the animal health industry and previous sales and leadership experience with Multimin USA/Axiota Animal Health, Landis has built strong relationships with key distributor partners, bovine veterinarians and producers in all segments of the beef and dairy industries. With a solid background in simplifying the understanding of the science behind a product to deliver value to producers, Landis will be instrumental in expanding the adoption of FerAppease to address the health and economic impacts of stress on cattle that occur in specific management situations. "Joining FERA Diagnostics and Biologicals is a great opportunity, as this is an exciting time for introducing the health and economic benefits of FerAppease to reduce stress in cattle – and with a product I not only truly believe in but also feel there is a tremendous need for in our industry,” says Landis.

Jeffrey Baxter. Photo courtesy of FERA.

Baxter, with 20 years of science-focused marketing experience with multinational animal health companies and diagnostic startups all focused on the bovine industry, assumes the role of marketing director for FERA. Most notably launching the Vista vaccine line for Intervet Inc. (now Merck Animal Health), Baxter collaborated with technical service peers and the research and development team to define new expectations with bovine veterinarians regarding the understanding of immunology and vaccinology. Having global business development experience in building awareness of bovine diagnostic solutions, Baxter has been successful in simplifying the understanding of the science behind products that translate into benefits for customers. “Visiting with multiple veterinarians and progressive producers who have seen the stress-reducing results in their cattle by using FerAppease, has made me a believer in the product,” says Baxter. “Joining FERA at this exciting time for introducing the health and economic benefits of FerAppease to reduce stress in cattle is something I have been looking forward to being a part of my entire career.”

Launched in 2022 by FERA, FerAppease is a synthetic analog of the active ingredient maternal bovine appeasing substance (MBAS). MBAS is a naturally occurring substance secreted by the skin of the mammary gland of lactating animals, reducing stress in cattle treated. To use FerAppease, no veterinarian prescription nor veterinary feed directive plan is required, and there are no meat or milk withholding requirements. “With the sales and marketing expertise and passion Heath and Jeff bring to their leadership roles with FERA, I believe there will be no limit to what we can accomplish in helping veterinarians and their beef and dairy clientele appreciate the value they will recognize from using FerAppease,” stated Dr. Rodrigo Bicalho, founder and chief executive officer of FERA.

For more information about FerAppease, visit them online.

—From a FERA Diagnostics & Biologicals news release