[PRESS RELEASE] Vytelle farewells industry pioneer who led the charge on IVF in Australia's cattle market

Australia's leading livestock reproduction and IVF technology provider, Vytelle, today announces the departure of its Australia/New Zealand Commercial Director Andrew Donoghue, whose five-year tenure transformed Australia's cattle IVF landscape and established the company as Australia's leading commercial IVF operator.

Since arriving in Australia, Vytelle has introduced reproductive technologies to a sector where such solutions were largely unfamiliar. 

What began as a small team of visionaries - Andrew alongside Global VP of Sales, Lisa Rumsfeld, and supported by an experienced operations team - has grown into a market-leading organisation shaping the future of livestock breeding across Australia and New Zealand. 

Central to Vytelle's commercial evolution was the introduction of GrowSafe technology, now Vytelle SENSE™. 

By delivering precise, individual-animal data on feed intake, weight gain and efficiency, the technology gave producers a reliable way to measure what had previously been unquantifiable. 

Joining Vytelle as Regional Sales Manager in March 2021, Andrew led the rapid establishment of three state-of-the-art IVF laboratories between September 2022 and September 2024, building the infrastructure that has transformed how Australian cattle producers access and apply reproductive technology.

"Andrew was instrumental in laying down the foundation for how we go to market," said Lisa. "He brought discipline around process and data throughout the entire organisation. His ability to connect with customers, consult on mating selection, and drive different outcomes through data has been instrumental."

Under Andrew's leadership, Vytelle shifted from a 70% research, 30% breeder focus to 30% research, 70% breeder - bringing feed-efficiency data and IVF into the commercial world at scale.

"IVF is a team sport," Lisa added. "Andrew's ability to ensure everything aligned - from customer relationships to technical execution - while keeping the team engaged and having fun, that's what made the difference."

Andrew's departure marks "mission accomplished" for his initial vision.

"It's a completely different environment now that requires a different skill set," he said. "I'm immensely proud of what the Vytelle team and I have achieved over the past five years."

"Vytelle was a little-known company in Australia when I commenced. Over the past five years we have grown the profile and services of Vytelle in Australia and New Zealand to become the market leader for both IVF services and Feed Efficiency. Vytelle is in a great position to grow into the future and I will be watching on with great interest and pride as the company grows into the future."

While Andrew cannot yet announce his next chapter, he confirms he'll remain connected to agriculture from his home base in Armidale, and will continue running his own cattle operation.

Vytelle is now seeking next-generation leadership to build on Andrew's commercial foundation as the company continues expanding its technology platform across Australia and New Zealand. 

Those with experience in commercial development, sales and strategic growth are encouraged to apply for the Australian Strategic Account Manager role and help shape the future of the Vytelle portfolio in Southern Australia.

[END]

About Vytelle: 

Vytelle is a precision livestock company reshaping how cattle producers worldwide optimise their herds through an integrated technology platform that encompasses hormone-free IVF and feed efficiency data collection. 

Operating in 23 countries with 21 laboratories globally, including 3 in Australia, Vytelle helps producers identify their most genetically valuable animals, reproduce them rapidly through in vitro fertilisation, and accurately track genetic progress in feed efficiency. 

Vytelle is passionate about sustainable meat and milk production to feed the growing global population. For more information, visit www.vytelle.com.