What is the Fear Free™ Initiative?


The Fear Free Initiative is an innovative movement developed by “America’s Veterinarian” Dr. Marty Becker to, in his words, “take the pet out of petrified and get pets back into practices.”


The Fear Free initiative will be expanded by Dr. Becker with leading board-certified veterinary experts in partnership with additional industry sponsors, partners and an advisory board.  Fear Free’s innovative programs will educate and certify veterinary professionals in the creation and delivery of Fear Free visits to Fear Free practices. In Fear Free practices, taking the fear out of visiting the veterinarian will become a priority, with veterinarians and technicians will treat the pet’s physical well-being as well as their emotional well-being. In addition, the programs will educate pet parents on the value and advantages of a Fear Free visit for the health and well-being of their pets.  This initiative is for vets, techs, and owners, focusing on education and practice they strive for making annual checkups and unplanned veterinary visits less stressful for everyone involved.

Ceva recently announced a multi-year commitment to sponsoring the initiative. Ceva has long been a leader in behavior research using pheromones and in educating both veterinarians and pet owners that there are solutions to behavioral problems in pets. This includes addressing the fear and stress the pet may experience when visiting the veterinarian. Find out more here.


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