For the past two years the AMTRA manufacturers committee have looked atways whereby we could provide training for sales staff that would meet theneeds of companies, and to seek accreditation from a formal academic body i

Representing the Manufacturers of Animal Medicines

National Office of Animal Health Ltd

3 Crossfield Chambers, Gladbeck Way, Enfield, Middlesex EN27HF

Tel: (+44) 020 83673131 Facsimile: (+44) 020 8363 1155

e-mail: a.glennon@noah.co.uk

Press Release

18thApril 2002

AMTRA moves with the times

Eleven years ago AMTRA (AnimalMedicines Training Regulatory Authority) established its unique qualificationfor the sales representatives of animal medicines companies. Now thequalification is moving with the times to make it even more relevant and helptoday's sales representatives give best information about the animal medicinesthey sell.

Speaking at the Annual GeneralMeeting of the National Office of Animal Health (NOAH), AMTRA ManufacturersCommittee chairman Bert Burns said that for the past two years his Committeehad been working towards accreditation from a formal academic body, namely theOpen University. To achieve this, a new manual that is currently being producedprovides more balanced teaching for AMTRA students.

Reviewing the establishment of theAMTRA qualification, Mr Burns said: Since 1974, the Codes of Practice of theABPI and NOAH have required sales staff of animal medicines manufacturers to betrained. However, it was not until1989, when NOAH recognised the need to define the training and the importanceof a specific qualification, that a training committee was created to devise ascheme for training and qualifications.

In 1991, NOAH launched its newtraining programme for sales staff. Compiled in collaboration with Harper Adamsagricultural college, it required an estimated 200 hours of study to preparefor the examination. To support this initiative NOAH incorporated into its Codeof Practice clause 14.1, which stated that: Representatives must be registeredwith the Animal Medicines Training Regulatory Authority (AMTRA) and hold therelevant AMTRA certificate where required.'

In 1994 the manual was updated:but concerns were expressed by manufacturers that the training was biasedtowards farm animals, at that time the largest market sector. Over time,however, the balance of the market has been shifting. The 2001 NOAH salessurvey figures, published today, show that 54% of sales are of products purelyfor companion animals.

Contd

-2-

AMTRA recognised the need forchange. After many hours of debate within committee and taking the advice ofthe veterinarians on the committee, Dr Douglas McEwan began writing and editinga new manual. We believe that this newcourse will provide a balanced teaching for students, and member companies canbe sure that the learning is directed towards their needs, said Mr Burns.

In recent years, as businesseshave become more focused on specific market sectors, another issue which arosewas that, apart from satisfying the NOAH requirement for training, there was noperceived added value to the trainee, or in some instances to the companies whofunded the training. Outside accreditation was therefore paramount. The newhandbook, being designed in collaboration with the Open University, will beformatted and tailored to meet distance learning needs.

In mid June, after the work onformatting the new course material has been completed, a complementary copy ofthe new Manual will be sent to all students currently enrolled in the schemeand who are registered with AMTRA for the year 2002, said Mr Burns.

The work of AMTRA goes on. DrMcEwan, who has been instrumental in the production of the new manual is todayassessing an examination at Harper Adams. Mr Burns paid tribute to his work.

Ends

Notes for Editors

1. For further information contact: NOAH - Phil Sketchley or Alison Glennon on 020 8367 3131, ore-mail noah@noah.co.uk or visit theNOAH website www.noah.co.uk; or AMTRA - Mrs Winn Dawson on 01394411010, or e-mail info@amtra.org.uk orvisit the AMTRA website www.amtra.org.uk

2. AMTRAis an independent regulatory body whose task it is to ensure that thedistribution of animal medicines in the UK is undertaken in a responsiblemanner by qualified persons. The board of AMTRA comprises an independentchairman and vice-chairman, two directors appointed by DEFRA, two from NOAH,three from Animal Health Distributors Association and one each from NationalFarmers Union, Pet Care Trust, British Veterinary Association, RoyalPharmaceutical Society of Great Britain and British Equestrian TradeAssociation.

Cont..d

-3-

3. TheNational Office of Animal Health was formed on 1 January 1986 to represent theUK companies which research, develop, manufacture and market licensed animalhealth products. The association has 37 corporate members and 12 associatemembers. In 2001 NOAH's members accounted for around 95% of the 359 million UKanimal health market, with additional valuable exports.

4. Thereare now 4 different AMTRA Registers of Qualified Persons: AgriculturalMerchants Suitably Qualified Persons (SQP) Register, Saddlers SuitablyQualified Persons (SQP) Register, Animal Medicine Manufacturers' Sales StaffRegister and GSL Companion Animal Medicines Register.

5. The Trainingand Certification of Companion Animal Medicines (GSL) Sales Staff award, whichis an appropriate qualification for NOAH members selling purely pet GSLproducts, was devised by the Pet Care Trust, in 1998 with full support fromNOAH and AMTRA. It is designed forretailers of GSL pet medicines to the public and for manufacturers salesrepresentatives selling pet medicines on the General Sales List to retailers.