A decade of sustainability commitment has not built a functioning financial model. Costs sit at the farm level, consumer premium has not materialized, and verification is too expensive. Yet the context is shifting. Financial regulation, mandatory climate reporting, and financed are creating genuine new commercial urgency. Despite this, the model that makes sustainability economically rational and practically achievable for producers at farm level has not yet been built. This session explores what a commercial architecture that actually works looks like. It will explore:

• Why commitment has failed to build a functioning financial model, and what a viable producer value proposition actually looks like
• How the industry distributes cost and reward proportionately across the value chain
• How inset, offset, and credit markets need to be structured to protect rather than squeeze producers
• What verification infrastructure is needed to support credible claims and reduce cost burden at scale
• How the industry builds durable producer and public trust at a moment of growing institutional skepticism

While lifetime value isn’t a frequently used measure of the clinic/ owner relationship, we’ll discuss the key elements required to usefully drive a long-term relationship that drives better health and financial outcomes

• Mapping the customer journey from nose to tail
• Key blockers to client centricity
• Communication engagement strategy and trust building
• Predictable revenues
• Moving to metrics that matter. Getting ahead of the lagging measure of retention
• AI guiding CSR development and the use of sentiment analysis and agentic voice
• Improving adherence and decreasing variability of care

This session examines where the inefficiencies are, what's actually changing, and what a best-in-class development program looks like today. The adoption gap is just as important: designing a trial without thinking about how the product will be used in practice builds in a commercialization problem from day one.

• Where the biggest time and cost sinks in trial design are structural versus fixable
• Real-world evidence and PIMS data as a supplement to traditional clinical trials
• What regulators, acquirers, and licensees actually need from your data package
• Designing for adoption: building clinical utility and practice-readiness from the start
• The CRO landscape: what's available, what's missing, and where the bottlenecks are

Novel was built on a simple bet: that the industry's usual trade-off between accessible care and a sustainable business doesn't have to exist. No exam fee, a subscription model, and a doctor-to-support-staff ratio that puts far more of the client relationship in the hands of trained, well-paid support staff, freeing doctors to focus on medicine rather than the business of the visit. Co-founders Emma Harris and Brendon Laing talk through the thinking behind that model, why removing cost as a barrier to care doesn't have to mean thinner margins, and what it actually takes to build team-based medicine around the human-animal bond rather than around the doctor's calendar.

AnimalBiome’s early growth was driven by products that genuinely improved the health of cats and dogs through microbiome science. But the company’s biggest acceleration came later—when it began deeply understanding how customers make decisions, build trust, and engage with pet health products. In this talk, Carlton Osborne shares the lessons AnimalBiome learned about branding, subscriptions, channel strategy, pricing, and customer behavior—and how those insights transformed a science-driven startup into a faster-growing, more customer-centric business.