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Our Heritage

Doing what’s right by the horse is at our core. From our founding in veterinary medicine by an equine veterinary pioneer, to our standards for quality and results, our passion for horse health remains. We expect more, and rely on our spirit of innovation and love of the horse to guide us.

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Dr. Doug & Sue Herthelfounders, APEMC (1972)

Founded in Veterinary Medicine

Dr. Doug Herthel has been an innovator in equine veterinary medicine since founding the renowned Alamo Pintado Equine Medical Center in 1972 together with his wife Sue. A surgeon and early pioneer of regenerative medicine, Dr. Herthel recognized the role that nutrition has in a biological approach to healing, performance and daily wellness.

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Born From Necessity

Platinum Performance® began as a clinical tool he formulated to combine with hyperbaric oxygen, an equine recovery pool, innovative medical devices, and stem cell therapy to help support equine athletes as they came back from injury, surgery and sickness. Veterinarians across the country began using the product and saw results in their own patients, reporting positive results that helped change the way animal nutrition was viewed.

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Mark J. Herthel, President and Co-Founder Platinum Performance® (1996)

Quality is a Tradition

"At Platinum our mission is to improve lives through superior nutrition and unmatched personal service. We thank you for choosing Platinum Performance and we look forward to serving you."

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Grounded in Family

Platinum Performance® started as a family passion, and remains deeply rooted in family today. Mark Herthel, son of Dr. Doug and Mrs. Sue Herthel, has led the Platinum team since its earliest days. Mark’s entrepreneurial spirit and passion for research and innovation, coupled with Dr. Herthel’s scientific and medical expertise, has led to the creation of formulas that have helped to advance the role of nutrition in human and animal health.