2014 Uncategorized

New CEO appointed for Simcro

Qualified veterinarian and animal health executive joins Simcro as CEO

HAMILTON, NEW ZEALAND: Dr Roger Wakelin has been appointed as the new CEO of animal health delivery systems company Simcro. On December 1st Roger will assume responsibility for all of the day to day operations, with current CEO Will Rouse assuming the role of Executive Chairman, while continuing to be a director and shareholder.

Roger’s experience has spanned both production and companion animals. He worked for more than a decade in production and companion animal veterinary practices in New Zealand, Ireland, UK and South Africa. Roger then moved into the animal health pharmaceutical industry and held technical, market development, marketing and senior management positions with companies such as Pitman Moore, Bayer and more recently Merial USA. Rouse says that Simcro’s Board of Directors is pleased and excited about their latest appointment.

“Roger, together with our new independent director, Dr Jorge Solé, provide Simcro with a unique understanding of the animal health space and will be of significant importance as we strive to create world class innovations for the animal health industry. This is a significant milestone in the evolution of Simcro”, says Rouse.

Will Rouse has held the position of CEO at Simcro since 2007. In 2013 The Riverside Company acquired a governing share of Simcro.


Global animal health delivery system company, Simcro, opens an office in Lawrence, Kansas

Simcro this week opened its North American headquarters in Lawrence, Kansas, in the KC Animal Health Corridor. Based in New Zealand, Simcro develops pharmaceutical delivery systems for production and companion animals.

“Kansas City is the Animal Health Corridor; it has everything we need to be successful in the North American market, including the concentration of talent and customer base” said Andrew Shepherd, president at Simcro North America.

Simcro will lease space at the Bioscience and Technology Business Center (BTBC) in Lawrence, Kansas . Since North America accounts for a third of the global animal health market, Shepherd is excited about the opportunity to open an office in this area, allowing the company to be closer to current customers and new product development opportunities.

The North American development follows the opening of a Shanghai office to meet the growing demand for Simcro products in the rapidly expanding Chinese market. In 2011 Simcro also opened an office in Cambridge, United Kingdom, to better service the U.K./European animal health territory. The U.K. office recently appointed Mark Hoare to strengthen the sales resource in this region. The Riverside Company’s investment in Simcro in 2013 accelerated plans for Simcro to extend its global footprint.

“Simcro is a terrific addition to the Animal Health Corridor and we couldn’t be happier to have them open their North American Operations in the area,” said G.R. Underwood, president at the BTBC. “This region has a wealth of assets that make it a premier destination not only for animal health companies, but also life science companies of all types.  We’re very enthused to have Simcro here and look forward to watching them grow.”

About the KC Animal Health Corridor
Companies with a business location in the KC Animal Health Corridor account for more than half of the sales generated by the global animal health industry. The Corridor, anchored by Manhattan, Kansas, and Columbia, Missouri, is home to more than 300 animal health companies, representing the largest concentration in the world. For more information, visit


Top animal health executive joins Simcro Board

Former Merial VP adds international experience to aid market expansion

HAMILTON, NEW ZEALAND: Simcro has appointed a top animal health executive, Dr. Jorge E. Solé, to its Board.

Dr Solé has worked for more than 30 years in the animal health and crop protection chemical markets, where he has gained extensive experience in global business operations and mergers and acquisitions.

His most recent position in the animal health industry was vice-president of International Business Operations for leading animal health company, Merial, where he was responsible for the Asia, Latin America, Canada and Oceania markets.

“We’re pleased to welcome Dr Solé onto the Board.  We plan to double the size of the company over the next three years and to expand our export markets,” says Simcro chief executive, Will Rouse.

“The Riverside Company made an investment last year and we believe that with Jorge coming on board, we can evaluate new growth opportunities, including acquisitions, more quickly. Dr Solé’s considerable international experience will be invaluable.”

Dr Solé started his career in the animal health industry with Elanco Argentina in the technical and marketing departments.

His relevant leadership positions include four years as managing director of the agricultural business of American Cyanamid in Argentina and five years in the United States’ corporate headquarters, responsible for the operations in Latin America.  He spent nine years as vice-president of Rhone Merieux /Merial operations in Latin America based in Brazil. He was head of global marketing for the ruminant franchise and head of companion animal business for the international region based in Merial’s global headquarters in the USA.

Dr Solé received his doctorate in veterinary medicine from the Buenos Aires University, Argentina. He is fluent in Spanish, English, and Portuguese. He is a native of Argentina and currently resides in the USA and Uruguay.


Simcro wins at 2014 Good Design Awards

HAMILTON, NEW ZEALAND: Simcro continues to impress design judges with their latest Animal Health Delivery system.

Presented by Good Design Australia, the award was announced in Sydney on May 28 to a gala event audience as part of the 2014 Good Design Festival. Simcro claimed a Good Design award in the Medical and Scientific category of the awards. The overall competition attracted more than 150 entries.

Simcro’s latest design innovation, the Multi-Dose Intramammary Applicator & Magazine System – created in partnership with Merial Ancare – is an innovative packaging and delivery platform to differentiate their intramammary medication and provide a strong competitive advantage.

“We are delighted to receive this prestigious award. We believe that innovative design gives our customers a commercial edge in challenging world markets. Merial Ancare has launched the new system to New Zealand dairy farmers this year and farmer feedback has been overwhelmingly positive”, says Head of Sales & Marketing Gary Sissons.

“The design brief for this project was to develop a better, faster, more comfortable system for farmers to treat dairy cows with intramammary dry cow medications.”

Hamilton-based Simcro is a design manufacturing company that specialises in providing customised animal health delivery solutions to the pharmaceutical industry. Simcro and Merial Ancare challenged the design of traditional intramammary syringes, which had not changed from its basic form in 30 years.

When developing the design brief of the Multi-Dose System considerable time was spent surveying dairy farmers to ensure the system would be ideal for this astute group. One aspect that farmers demanded of the brief was a complete cow treatment in a single magazine, a dramatic change from typical single shot syringes.

Farmers agree that the Multi-Dose System reduces discomfort and stress for both the animal and operator, while vastly improving treatment efficiency.

Instead of having to insert and depress a single syringe into each quarter of each cow’s udder during treatment, farmers and their staff can now achieve the same outcome better, faster and with more comfort.

The ground-breaking design of the Multi-Dose System employs the whole hand in a natural squeeze of the handle greatly improving mechanical assistance. The ergonomics of the handles ensure that large groups of animals can be treated in a comfortable action that reduces repetitive strain injury (RSI). Once the magazine is inserted into the applicator there is no further handling required. As the magazine is advanced, the caps are automatically disengaged.