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Meet our AMTRA Registered Animal Medicines Advisor (RAMA), Tony Morris, Animal Health Sales Specialist

Meet our AMTRA Registered Animal Medicines Advisor (RAMA), Tony Morris, Animal Health Sales Specialist

Wynnstay has a strong team of RAMAs, fully trained and legally qualified to advise, prescribe and supply certain veterinary medicines. In the December/ January 2022 Farm Focus, we meet Tony Morris, Animal Health Sales Specialist in Worcester and surrounding counties. Tony tells us how getting fully involved in customers’ farms is key to understanding their needs.

Tony joined Wynnstay twelve years ago, adding the RAMA qualification within a year to add greater understanding and further capabilities to his role. Tony explains, “Becoming AMTRA qualified came out of a greater desire to learn more and be better informed, on behalf of customers, and be able to give best quality advice. This, along with my BASIS agronomy qualification broadens my influence on-farm, and enables me to really understand their business.”

A typical day in the life of an Animal Health Sales Specialist

A typical day for Tony involves calling at farms and keeping up-to-date with customers’ seasonal Requirements.

“The first skill in my role is to listen, and let the customer talk,” he adds. “This is the best way to identify what needs attention.”

“One of the most important messages currently, is preserving the efficacy of anthelmintics. I’m careful to keep the discussion focussed on appropriate products, and not cost. After all, choosing a sub-optimal treatment could make it the most expensive!

“Keeping up to date with AMTRA training and CPD gives me confidence in my advice, it is topical and fresh in my mind when those conversations come up on farm in the following weeks”

Tony believes the RAMA name change is a positive step forward – “SQP, or even the term ‘suitably qualified person’ doesn’t convey what the role entails. Although ‘Registered Animal Medicines Advisor’ is a bit of a mouthful, we shouldn’t be afraid to say that full name, as it properly explains what we do… provide advice on animal medicines.”

Tony is currently advising on boosters for early lambing, and pre-lambing meds, preparing customers ahead of time, enabling them to get the best out of their enterprises. Tony is also the voice of Wynnstay’s Agri- Hub Podcast; hosting guests each month as they discuss everything from livestock matters to crop health; sharing news and practical tips to support the profitability of your business.

Speak to your AMTRA RAMA for the latest qualified guidance and advice.


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