Interview with Fabian, Founder of InnoVet Animal Health

InnoVet was founded from a deep passion for animals and a frustration with the shortcuts often taken in the pet care industry—where the well-being of our furry companions can sometimes be sacrificed for profit. After years working in veterinary clinics and animal health research, the founder of InnoVet set out to create a brand that pet parents could trust, one that prioritises integrity, honesty, and innovation. We're excited to learn more about InnoVet’s science-driven approach to pet health, and how their commitment to cutting-edge research is improving the lives of pets everywhere. InnoVet’s products are designed to enhance the vitality and happiness of pets, and we can’t wait for attendees to experience the difference they’re making in the health and wellness of our furry friends.

1. Let’s start from the beginning — what inspired you to create InnoVet?

It all started with a love and admiration for animals of all types. I’ve spent my life around animals and I have experienced the love, joy and companionship they can offer. I went on to study Animal & Veterinary Bioscience at the University of Sydney, worked in vet clinics and conducted research at zoos around the country. Fifteen years later, after spending a career in the animal health & nutrition industry, I got increasingly frustrated at the shortcuts companies would make at the expense of animals and their carers, all for the sake of making more money for shareholders. 

As an animal lover and a parent, I value honesty, integrity & quality when selecting products. Unfortunately, clever marketing, sales spin & misleading claims are rife in the pet industry. 

With the support of family and friends I decided to create InnoVet so that I can offer animal lovers a place where they can find effective products that unlock every animal’s full potential and extend their vitality, enabling a more fulfilled, healthier and happier life with their guardians.

2. The name ‘InnoVet’ is really clever — what’s the meaning behind it?

Thank you! My intention was never going to be a business that entered the market to provide ‘me too’ or generic products. My desire was to unequivocally benefit the lives of pets and pet parents by developing and utilising cutting-edge innovation to enhance and extend our relationship with our furriest family members. Innovations plus veterinarians = InnoVet!

3. InnoVet products are described as “science-backed” — can you tell us more about the research or expertise behind your products?

The people behind InnoVet have 30+ years of veterinary industry experience including in R&D for some large global animal health companies. Many products commonly used in the veterinary industry have been developed by our team during their careers. The ingredients we use in all our products have been demonstrated as being effective for the purpose we utilise them for, and we enhance their effectiveness by utilising technologies that improve their bioavailability. As a start, we use human-grade ingredients wherever possible, because if it's good enough for the two-legged family members, it’s good enough for those with four!

We are so passionate about innovation that we are building a new facility in Sydney that will enable us to develop health-promoting products for Australian & international pet owners.

4. How do you choose the ingredients that go into your dog treats and supplements?

The first step is to remain well informed with developments in the health & nutrition industries of humans and animals, so that we are developing products based on the latest available information and peer-reviewed scientific research.

Next, we engage our trusted suppliers of ingredients who follow the most stringent Good Manufacturing Practices (GMP) and Good Distribution Practices (GDP), ensuring the premium quality ingredients we select find their way to us in the high quality condition we expect.

Finally, we perform lab analyses on ingredients to ensure they are safe and meet the minimum quality specifications to ensure we are providing the highest standard of products our customers expect and love from InnoVet.

5. What common health concerns in dogs are you most passionate about addressing through InnoVet?

After working in a veterinary clinic for many years, I’ve seen many ailments that have received our product development focus. However, as a sport lover, I know first hand that joint pain can seriously impact one’s quality of life. I also have experience in tackling it with a multimodal approach to achieve rehabilitation and a return to full mobility without pain. Part of the multimodal approach is providing the body with high quality functional ingredients to support antiinflammatory action and support for the repair of the structures of joints like cartilage and synovial fluid. At InnoVet, we have taken nutritional support for joint pain to the next level by adding in two highly effective joint health ingredients that you won't find in any other joint support product for pets.

6. What’s been one of the most rewarding moments since launching InnoVet?

It’s hard to choose only one as we get fulfillment when we get given a problem from a vet and through trial & error we find a solution by developing a product that works and supports compliance, meaning it is easy for pet parents to use and for pets to enjoy. Also, we love seeing pets enjoy our delicious treats when we hand out samples in parks!

However, the ultimate reward we get is when we receive a call or email from a happy customer letting us know that our product has made their life easier and happier by seeing the real effects our innovations have brought into their lives. This is why we do it.

7. What’s one thing most people get wrong or don’t know about dog supplements or functional treats?

The most common misconception is that supplements or functional treats do not work. This is often because they have encountered products that are not concentrated enough, the type of ingredient is not in its most functional form, they are not dosing it correctly or for long enough, or they are being misled by news articles or scientific journals that are funded by pharmaceutical companies trying to disprove nutritional supplementation so that you rely on pharmaceutical intervention.

Whilst I would never suggest that nutritional supplementation on its own will fix preexisting diseases or ailments, what it does is provide the body with the tools it needs to prevent, repair and recover from conditions that often require a multimodal approach which includes physical therapy, lifestyle changes and medical intervention.

For example, if your dog has a sore leg and is limping, the first step is to visit your vet. They will diagnose the cause/severity, and will often prescribe a course of antiinflammatories. Supplementing their diet with omega 3’s (DHA & EPA), glucosamine, chondroitin, collagen type-II and hyaluronic acid ensures all the structures on the joint are being fed with the building blocks required to repair and restore a more pain-free and mobile life.

8. What’s your favourite product from the range, and why?

Recovery PRO (Vet Only) and Health Boost+ are excellent products that are packed full of rapidly digestible protein, glucosamine and 31 essential vitamins and minerals to perk up animals that have lost their appetite and need a boost of nutrients in the form of a delicious drink. Other suitable situations include as post-operative revitaliser, post-antibiotic treatment replenisher, nutritional support for weaning pups or older dogs, or simply as tasty treat.

9. Finally, what’s your long-term vision for InnoVet? We want to be in a position to provide our health-promoting, relationship enhancing and life-extending innovative technologies to animals around the world so that we can support animal lovers and pet parents with the tools to return the unconditional love and joy animals bring into our lives. To do so would mean having sites in various international locations to allow for cost-effective supply to each market. We need the support of animal lovers to help us challenge the large pharmaceutical companies to achieve our vision, so please try our products, provide us with your reviews and ask your vet to stock InnoVet’s range!

10. You’ll be at Pound Paws Dog Day as a sponsor — is it true you’ll be on the red carpet handing out treats to the pooches!?

Absolutely! We’ll be handing out free samples of our crowd favourite Healthy Reward Bites, which are our freeze dried, low fat Australian cheddar cheese. Not only do dogs (and cats) love them, the best thing is that they’re human grade, so my kids eat them as well, and so do I! We will have 150g packs for sale at the event. You’ll find us near the live music!