About API

Dedicated to improving animal health management

Animal Profiling International is dedicated to the improvement of animal health management. Its initial focus is on animal risk-assessment technologies to enhance yields and financial returns in the cattle industry. The company's mission is to deploy innovative technologies that focus on prevention through the early detection of health issues of animals. Such early detection can improve management techniques for cattle, horses, other food animals and ultimately pets such as cats and dogs.

The primary process today for early identification of disease in cattle is subjective, using experienced cowboys (pen riders) to identify and pull sick cattle from the healthy herd. It is not uncommon for pen-riders to have to evaluate 8,000 head each day. API provides technology to quantitatively profile cattle susceptible to disease. Accurate detection at an early stage can significantly enhance the industry's ability to treat sick animals and increase performance of healthy animals ultimately reduce the growing losses in feedlots due to death, medicinal costs, reduced animal performance, reduced carcass quality and labor.

API's current technologies can be used in natural beef programs by assisting in the selection of only the healthiest animals that have low risks of needing therapy. Such technologies will also be used domestically and internationally to help stem losses due to mortality, poor performance and high treatment costs. In addition to its current biomarkers, API is actively developing related products and services that will make large animal management even more efficient and profitable. The company plans to expand its scope by commercializing the latest technologies that enhance the early profiling of horses, swine, and domestic pets. Founded by two industry veterans in the animal health and oxidative stress and diagnostic industries, API starts with a deep understanding of the cattle industry and the technologies that can be employed today to improve risk assessment of a herd.

API's Founders

Ray R. Rogers, chairman and CEO of API, is currently the chairman of the board of RRR International Investments, a firm specializing in financing, corporate restructuring, and mergers and acquisitions. He founded International Bioclinical in 1983, and in 1994 merged the profitable diagnostic business with Bioxytech and DDI Pharmaceuticals, Inc. to form OXIS International. He also has served on other for-profit and non-profit boards.

Bruce Hoffman, DVM, serves as president of API. Hoffman most recently directed the Animal Health Profiling Program for OXIS International, where he analyzed the use of oxidative stress biomarkers to sort cattle into defined health-risk groups. Previously Hoffman held positions of staff veterinarian and cattle manager for Harris Feed Company. Previously he was a leading consultant for major cattle feedlots in the U.S., and a general practitioner of veterinary medicine. He is active in the Academy of Veterinary Consultants, the American Association of Bovine Practitioners, and American Veterinary Medical Association.

Regional Sales Representatives

B.J. Macfarlane, Regional Sales Representative - CA, NV and OR
Having been around cattle most of his life, B.J. has extensive experience with purebred and seedstock cattle operations, expertise in artificial insemination and embryo transfer work. B.J.'s goal is to use his expertise in livestock production to help expand API's dedication to developing programs that allow breeders to sell BVD PI negative cattle as well as provide expertise and training on API's WriteTAG EID system.

Contact B.J. at 530.518.1024 or to learn more about API in your area today!

"Globalization is driving the industry to individual ID systems that enable health information about the animal to be collected. The ability to evaluate the health history and current status of cattle can improve the profitability of the animal, and ultimately provide a safer, higher quality product to consumers."
Ray Rogers, Chairman and CEO.

"While the U.S. cattle industry has made significant advancements in the last ten years in areas such as vaccine and antibiotic therapy, health and performance losses have risen to more than one billion dollars annually. Our practical strategy is unique yet simple - bring to market technologies that better evaluate the health condition of the animal, resulting in more effective management techniques and more selective use of therapeutic practices to improve performance and returns."
Bruce Hoffman, President