Email alerts

Subscribe to our mailing list

Testimonials

Since Tri-Solfen® was commercially launched, over 80 million lambs have been treated and over 80% of Australian wool growers are now using Tri-Solfen for their sheep. Here’s what some of them have to say…

‘We have used pain relief for two years now and seen real production gains. We are concerned for the welfare of our animals and will continue to use pain relief to ensure they get the best care.’

Clinton Wise– Wililoo Merino Stud, Woodanilling, W.A.

'It easy to see the difference pain relief makes. Before, lambs would walk away hunched up, even taking a couple of hours to walk back to the paddock. Now they run straight back to Mum and start suckling,” says Rod. “My wool is now sold under the Better Choices brand. I see this as a definite advantage. I think it will be an advantage in the long run, to both me and the industry as a whole.'

Rod Miller– Glenpaen Merino Stud, Horsham, Vic

'After being treated with pain relief my lambs were more content and less stressed. As farmers we are sincere in looking after the welfare of our animals and using pain relief demonstrates this.'

Richard Coole– Frankland, W.A.

'We have been using pain relief for the past three years. We’re impressed by reduced bleeding in the mulesing wound immediately after application. Lambs run straight back to find the ewe, which has dramatically reduced our mortality rates. Flock management, post lamb marking is easier due to the effect of pain relief and the scab healing faster.'

Ryan & Malcom O’Dea– Peepingee Merino Stud, Narrogin, W.A.

'Using pain relief eases the stress and allows lambs to mother up and move back to the paddock easier with faster weight gains.'

Kent Lummis– Waverley Downs, Gilgandra, NSW

Close

Patent Portfolio

Country Species Patent
Australia Sheep Granted
Australia Horses, Dogs, Lab animals Granted
Australia Cattle Granted
Australia Humans Granted
New
Zealand
Sheep,
Cattle
Granted
New
Zealand
Horses, Dogs, Lab animals Granted
EU Humans Granted
EU Pig, Sheep,
Cattle
Granted
USA Dogs, Horses, Lab animals Granted
USA Humans Granted
USA Pig, Sheep,
Cattle
Granted
Canada Horses, Dogs, Lab animals Granted
Canada Cattle,
Pig
Granted
Canada Humans Granted

Close

Advisory Board

Ian Page

Non-Executive Director

Ian is Chief Executive Officer of Dechra Pharmaceuticals, which has a 33% shareholder in Medical Ethics. He joined National Veterinary Services, Dechra’s former services business in 1989 and joined the Board of Dechra in 1997. In October 2010, Ian was appointed as Non-Executive Chairman of Sanford DeLand Asset Management.

Dr Chris Roberts

Human Wound and Regulatory Advisor

Chris has over 20 years’ line management experience of heading clinical research teams. He was previously global head of Smith & Nephew clinical support and market development, where he managed global clinical Phase II and III programmes in the management of venous and pressure ulcers.

Lieutenant Colonel Professor Steven Jeffery

Medical Specialist Advisor

Steve has over 15 years’ experience in military plastic surgery. In 2011 he was awarded the Military Civilian Partnership Award for ‘Regular of the Year’, as well as receiving the Wounds UK ‘Key Contribution’ award and the Smith and Nephew ‘Customer Pioneer of the Year’ award. He has also been awarded Fellowship of the Royal College of Surgeons of England ad eundum. He is an expert adviser to NICE Medical Technologies Evaluation Programme. Steve co-founded the Woundcare 4 Heroes charity, which is already making a big difference to the wound care of both serving and veteran personnel.

Dr Matthew Bayfield

Medical Specialist Scientific Director

Dr Matthew Bayfield, Head of Cardiothoracic Surgery, Strathfield Private Hospital and VMO Cardiothoracic Surgeon, Royal Prince Alfred Hospital.

Professor Peter Windsor

Veterinarian Research Advisor

Peter is a registered specialist veterinary surgeon in New South Wales and an emeritus Professor at Sydney University. He holds a BVSc (Hons), PhD, DVSc and diploma from the European College of Small Ruminant Health Management.

Dr Julian Braidwood

Global Regulatory Affairs Advisor

Julian has held leadership roles and managed international clinical projects with Grampian. He was previously Regulatory Affairs Manager at Novartis Animal Health. He is the Founder and Managing Director of Triveritas, where he is responsible for a team of 40 animal health specialists across the EU and the US.

Close

McDonald’s and the animal welfare ‘tipping point’

December 18, 2013

Why animal welfare is critical to brand reputation

By: Meristem Land & Science – Farm Animal Care

One of the best indicators of where the world is headed in livestock welfare innovation – and what Canadian producers need to know to prepare – is the activity led by McDonald’s Corporation.

The company serves 69 million customers each day in more than 100 countries. It is the largest procurer of beef in the world by volume and the largest foodservice customer for Canadian beef, all of which is processed at plants in Alberta. It is also a leading customer for Canadian chicken and eggs.

McDonald’s has been proactively involved in animal welfare since the mid-1990s, when it established a relationship with renowned animal welfare expert Dr. Temple Grandin and formed its first animal welfare council, which included experts in poultry, swine and beef.

In recent years the company has built aggressively on this legacy, reaching a key milestone in 2012 with the formation of its new Global Animal Health & Welfare Team. Along with Grandin, the lineup of 12 leading academic consultants on the now 40 member team includes Dr. Ed Pajor, who is a Professor of Animal Welfare and Ethology at the University of Calgary, Faculty of Veterinary Medicine (UCVM), and a board member of Alberta Farm Animal Care (AFAC).

Bruce Feinberg, Senior Director, Global Quality, Worldwide Supply Chain Management, McDonald’s Corporation, leads the new team. He was a featured speaker at the recent UCVM Beef Cattle Conference in Calgary, where he provided an overview of McDonald’s animal welfare approaches and discussed the importance of working together on this issue from the farm to consumer levels.

The ‘a-ha’ moment

A key part of Feinberg’s talk was insight on how McDonald’s has made inroads toward increasing awareness of its welfare program. There are many activities and approaches that have contributed over the years. However, Feinberg says a key development recently was a ‘tipping point’ that occurred in 2011, which has driven how the new global team, along with other fresh components of McDonald’s animal welfare activity, are positioned today.

It was an epiphany that emerged during a customer survey component of the company’s extensive consumer research. Results showed the term “animal welfare” was typically a source of misunderstanding among customers. However, when the term was paired with the word “health,” as in “animal health and welfare,” consumers quickly drew a strong connection between the health of the animal and the quality and safety of the food product.

“It was a bit of an ‘a-ha’ moment,” says Feinberg, “particularly for a brand that has built its reputation over the past 45 years on serving safe, quality food in Canada. When we asked 10 different customers to define animal welfare, we would get 10 different responses. But when we changed the nomenclature and asked about animal health and welfare, that’s when the conversation really started to shift. Consumers immediately equated healthy animals with safe, quality food.”

Connecting with consumers

Discovering the strength of this link gave McDonald’s invaluable insight on the potential importance of animal welfare to consumers’ value perception, as well as to the core identity of its business. “We decided to link animal health and welfare from that point forward,” he says. “It helped consumers understand our work in animal welfare and connect the dots to the quality and safety components that are essential parts of our brand.”

Judging from a cross-section of the responses, questions and comments that flowed around Feinberg’s talk at the UCVM Beef Cattle conference, there is an important shared lesson in that realization for Canada’s beef industry and, ultimately, everyone involved in livestock welfare as it relates to the food business.

“The key learning is that animal welfare is not only about animal welfare,” says Feinberg. “It’s about food quality and food safety. Ultimately, it’s about your product and your reputation.”  READ MORE