A Family Affair
Platinum’s commitment to veterinary medicine didn’t occur by accident. It stems from the Herthel family’s long history as equine veterinarians, both in clinical practice as well as in a research setting. “My dad focuses on being a good veterinarian and an inventor, and my mom focuses on making sure things are running right,” says Mark Herthel. “My mom’s brother, Dr. Jim Moore, is a veterinarian at the University of Georgia, and now my brother, Dr. Troy Herthel, is a veterinarian and board certified surgeon who’s focused on caring for the patients every day.” Mark is quick to point out that like Alamo Pintado, Platinum Performance is not simply a business, it’s a lifestyle. “I may not have been cut out to be a veterinarian or the type of student it takes to become one,” he says laughing, “but I love making things, and I love serving people.” Platinum Performance is a place that has allowed Mark to help create a business that mirrors the values of the clinic he grew up in, a fact that’s not lost on his father. “Platinum is led by my son. Mark grew up in our clinic, where he saw the hard work and dedication it takes to be successful. He was around when we developed and tested our first formulations and saw what it took to get the Platinum formula right. It was an exhilarating time, and it’s only gotten more exciting with his leadership,” he says proudly.
“Our formulations are based on quality, not on the bottom line,” says Mark. “We don’t have a board to comply with or quarterly earnings that have to be met. We have only ourselves to answer to, and we do things the way we feel is right. As a result, we base our decisions on the longer term,” he says. For
us, it’s all about quality and consistency. We’re here for the long haul, we’re going to stay true to who we are, and we’re really focused on learning more about nutrition and how it can become an even greater part of medicine.”
As successful as Platinum Performance has become, it remains a first name basis kind of company. This includes Platinum’s first employee, Raul Ortega, who in his twentieth year with the company is still a vital part of its daily operations. Together, the Platinum team is a lean group that gives it their all, and to Mark, they’re what makes the company tick in a very special way. “There’s nothing I love doing more than what we do and doing it together,” he says.