Using Innovation in Business? International Markets & Exports with Mike Shelly

How to use innovation in business? Our video interview with Mike Shelly of Plusvital includes some essential insights into innovation in business, equine science, exporting and much more.

Mike ‘visited’ the ProfileTree studio thanks to a live Zoom video feed, passing on some of his business expertise on a range of subjects.

The Plusvital CEO also explained the work of his company, an Ireland-based horse supplement and genetics specialist selling into markets worldwide.

He began by summarising his path to leading a high-profile equine science company.

“I did chemical engineering in college and spent the first couple of years of life post-college working in Biotech in Dublin and Switzerland and the States and places like that.

“I gave that up to go back to college to do an MBA and see what else was out there. I worked for an Irish renewables company for a couple of years then came back in Dublin in 2014.

“The last five years I’ve been based here trying to grow Plusvital.”

Mike’s company carries out large amount of work in areas around the world including the Middle East and Australia.

He outlined the importance of the Middle East region to Plusvital.

“There’s a very strong horse tradition in the Middle East, we’d always be out there looking for clients.

“While the Dubai World Cup is a well-known race some of our products are used for camel racing too. It’s an unusual business for an Irish company to be out there selling products to camel racers but that’s part of what we do.”

Summarising the products and services offered by Plusvital, Mike said the science of supplements for horses could be seen as very similar to supplementation for humans. He also emphasised how innovation in the business, both past and present, forms part of the ethos of the business.

“The vitamins and minerals and trace elements are the kinds of things you’d see in a typical tablet of Berocca.

“Horses could need supplementation if they aren’t getting everything in their feed, particularly if they are high-performance athletes.

“The company is export-focused, covering the main racing regions of the world, which is quite a well-known idea now but was innovative in the 1970s when Plusvital began.

“About three or four years ago the company was looking for ways to grow beyond supplements and started talking to a company called Equinome set up by Professor Emmeline Hill, who had discovered the genetic link behind the best distance to run a racehorse.

“In the end Plusvital and Equinome came together so we now offer both the supplements and the genetics.

“We also looking at the links between genetics and nutrition: is there a particular nutrition plan that’s suited to you based on your genetics?

“All this stuff is trying to bring something different to customers and, as a company, carve out our own competitive niche.”

To discover more about Mike’s expertise in business innovation, doing business internationally, exporting and much more see our full ProfileTree video interview.

Plusvital –


Business Insights from ProfileTree TV

Business Interviews:

Two Years to £27 Million | Should Your Business be Concerned about Brexit? | The Business Mindset | Workplace Wellness | What is Company Culture? | Business Broadband NI | How to do Business Internationally? | Do you have a HR Strategy? | What is Innovation? | What is a Business Development Manager? | Importance of HR | Accounting Strategy

Share on facebook
Share on twitter
Share on linkedin
Share on pinterest
Share on whatsapp
Share on email


Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on pinterest
Share on email

Table of Contents