Steve Vale Sun Prairie, Wisconsin Vice President of Sales and Marketing Vets Plus, Inc.

What education are you bringing with you to this position?
I hold a bachelor’s degree in agricultural business from the University of Wisconsin – Platteville. I also completed an advanced management/leadership certification through UW – Madison in 2011. I truly believe education is constant – whether in the classroom or out in the field; there is always something you can learn and utilize to grow both personally and professionally.

Please describe your agricultural background.
Growing up on a farm was a great experience for me. I learned how to work hard by picking rocks in the sweltering heat and milking cows at 4:30 in the morning. I’m not complaining – this experience helped me recognize and appreciate the challenges on the farm.

With more than 25 years of experience in the animal feed and health industry, I’m ready for my new challenge at VPI.

What territory will you cover?
United States


What are your new responsibilities?
To direct the sales and marketing efforts to grow the business with our distribution and key strategic partners. Most importantly, listen to our customers for feedback to recognize opportunities, which can strengthen our position in the market.

My primary focus will be working on a national level with our sales team to expand and enhance the VPI reach. Backing me up is an exceptional group of professionals who have the passion and enthusiasm to exceed our customers’ expectations.

What previous positions have you held?
My career started in the animal feed business, focusing my efforts on growing the business through a network of dealers and distributors in which I held positions in sales, sales management and marketing.

For the past 12 years, I worked for an animal health company, successfully developing strategic partnerships in the microbial business. In addition, I experienced global agriculture up close in India, Brazil and several European countries.

What excites you most about working in your new role?
As a former supplier to VPI, I’ve watched the business grow significantly and am excited about its future. I believe there is unlimited growth potential. We are a well-respected manufacturer within the animal health industry, adhere to only the highest of standards of manufacturing practice, hold some of the industry’s most rigorous certifications and remain cGMP and AAFCO-compliant.

How will you be of most help to producers in your region or area of expertise?
I work with one of the best teams in the industry. My job is to listen to our customers and help develop and market value-added products which will improve performance and profitability for the end user.

What goals would you like to accomplish while in this position?
Obviously, I want to help increase the bottom line for the company and our partners. Also, I want to inspire our team to think outside the box to obtain results and to know that it’s OK to make a mistake as long as you learn from it. Finally, have more fun along the journey! PD