Team aims to bring pork producers solutions to the challenges that are limiting their sustainability.

March 27, 2024

2 Min Read
NOVUS

Bradley V. Lawrence, Ph.D., has been chosen to lead research and technology initiatives for the global swine team at Novus International, Inc.

In this role, Lawrence will work with a team of in-house researchers and experts to develop and execute the swine research program that focuses on optimizing sow lifetime productivity, pig performance and survival, as well as production sustainability, all supported through intelligent nutrition. He will also work with the global strategic marketing and business development teams, supporting the go-to-market strategy that takes solutions from ideation to the farm.

“What excites me about this new role is being able to bring the customer perspective as a result of my 25+ years in technical services into the development process of the intelligent nutrition platforms NOVUS is pursuing for the benefit of the global pork industry,” he says.

Lawrence has spent over two decades working directly with pig producers in the U.S. and Canada, helping them meet their economic goals by supporting the health and growth of sows, piglets and grow/finishers. Prior to taking on this new role, he served 17 years as senior technical manager for North America where he collaborated with the R&D and sales teams to develop solutions for customer challenges and conduct trials to analyze and assess the practical impacts to pork producers.

 In the new role, Lawrence will move from being a member of the swine technical services team to being an integral part of supporting the team as it brings valuable knowledge and solutions to producers.

“We want to bring pork producers solutions to the challenges that are limiting their sustainability, regardless of whether it be economic or environmental,” he says. “We also want to support our customers in meeting animal performance challenges that are a result of ever-changing animal welfare standards.”

NOVUS’ Director of Global Applied Research & Technology Scouting Deana Hancock, Ph.D., said Lawrence fully understands the challenges facing pork producers in North America - and beyond - and is dedicated to identifying solutions.

“Brad has spent years working with research teams inside and outside NOVUS to identify opportunities for innovation in the industry,” she says. “While his work has been focused in North America, he’s also met with colleagues, presented research and collaborated with customers around the world. He’s bringing a lot of perspective and experience to this role where he’ll be leading new initiatives to bring new solutions to our customers.”

A native of southern Mississippi, Lawrence earned his bachelor’s degree in animal science at Mississippi State University and his doctorate in monogastric nutrition with a focus on swine at Purdue University. He is a member of the American Society of Animal Science and the American Association of Swine Veterinarians.

NOVUS is a U.S.-based intelligent nutrition company providing solutions for the global animal agriculture industry. The company’s portfolio includes bis-chelated organic trace minerals, enzymes, organic acids, essential oils, liquid and dry methionine, as well as a network of experts around the world to provide guidance on management best practices.

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