Aurora Pharmaceutical Holds Off on Price Increases Amid Rising Tariffs and Economic Pressure.

Veterinarian-founded company prioritizes producers, ranchers, and pet owners during times of economic strain.

Northfield, MN – April 28, 2025 – As global tariffs continue to increase the cost of imported ingredients and products, many companies in the animal health sector have begun raising prices. Aurora Pharmaceutical, however, is taking a different approach.

Under the leadership of CEO Dr. Mike Strobel, a career veterinarian who grew up on a cattle farm, the company has decided to hold off on any price increases until at least July 1, citing its commitment to supporting the farmers, ranchers, and pet owners already feeling the weight of economic uncertainty.

“Our customers are the heartbeat of this industry,” said Dr. Strobel. “I know firsthand the pressures that producers and pet owners face—because I’ve lived them. This is not the time to make this kind of change. It’s a time to be there for the people who care for animals every day.”

Recent surveys indicate that nearly 30% of pet owners are delaying or forgoing preventive veterinary care due to rising costs, including heartworm and flea/tick medications. In the agriculture sector, tariffs on operational necessities have led some farmers to make difficult decisions regarding livestock health and treatment.

Despite these challenges, Aurora Pharmaceutical—an American, veterinarian-founded company—is choosing to absorb these costs, at least for now.

“We know we may have to revisit this in the future,” Dr. Strobel acknowledged. “But today, the right decision is to prioritize our customers. We want to give them some breathing room in a difficult economy. They deserve that.”

Aurora Pharmaceutical’s decision reflects a broader commitment to accessible animal health solutions, made by people who truly understand the industry from the ground up.