Innovation and Passion to Support Cattle Health
About Welfare Concepts
Welfare Concepts was founded by Richard Emslie and Richard Olde Riekerink, both veterinarians, with the aim of contributing to meaningful improvements in animal health, particularly within the dairy sector. The company is guided by a commitment to animal welfare and practical efficiency, drawing on the founders’ extensive experience in veterinary practice, research, and business development.
Recognizing opportunities to enhance current approaches in animal health, the team at Welfare Concepts is focused on developing solutions that better align with both animal wellbeing and the realities of farm management. While many existing products have served the industry for years, there remains room for innovation—especially in areas where welfare outcomes can be improved.
Welfare Concepts seeks to address these gaps thoughtfully, with a focus on practical, science-based advancements that support both farmers and the animals in their care.
We develop practical, science-based innovations aimed at improving cattle health and supporting animal welfare
Our Missions
Innovating in Animal Health
We focus on developing veterinary medicines and approaches that enhance efficiency and promote animal welfare. Our work is grounded in science and tailored to the practical needs of farmers and veterinarians.
Cattle-focused Solutions
Our primary area of expertise is dairy cattle, where we aim to introduce well-researched, welfare-oriented solutions that support better health and productivity.
Lead the Way
By applying modern veterinary science and rethinking conventional practices, we strive to contribute to the ongoing improvement of animal care standards.
Advanced Solutions for Enhancing Animal Health
Improving Calf Care
Innovative alternative to the painful disbudding procedure for calves
Dairy Cow Health
Solutions for mastitis prevention and milk fever management
Animal Welfare
Our innovative approaches aim to improve the management of pain & inflammation
On-Farm Sustainability
Increased reproductive efficiency to reduce on-farm emissions and wastage
Our TEAM
Dedicated to Enhancing Cattle Wellbeing
At the heart of our work is a team of experienced veterinarians and researchers who share a deep commitment to animal welfare. We believe that innovation starts with understanding—recognizing the unique needs, behaviors, and environments of dairy cattle.
Through a holistic approach that spans nutrition, stress reduction, and overall health, we develop practical solutions that support both the wellbeing of the herd and the sustainability of farming operations. Our goal is to help farmers foster healthier, happier cattle—because thriving animals lead to thriving farms.
Read about Welfare Concepts in the news
Meet the Founders of
Welfare Concepts
Meet the founders of Welfare Concepts, Richard Emslie and Richard Olde Riekerink.
World-first disbudding alternative developed by NZ vets
Kiwi farmers could soon have another tool to add to their animal welfare kit.
Welfare Concepts Raises NZ$3 Million To Pioneer World-first Innovations In Dairy Herd Welfare
One of these is a world-first alternative to disbudding (removal of the tissue that grows horns) of young calves.
Join us in shaping the future of animal health
At Welfare Concepts, we’re not just developing products; we’re creating a new standard of care.
Join us in our mission to revolutionize the way we think about cattle health, and together, let’s build a brighter, more compassionate future for dairy cattle everywhere.