Greencross aims to be Australia's leading Veterinary group by providing pet owners access to a network of well equipped Veterinary Practices run by Veterinary Teams that offer exceptional client and patient care.

Greencross' objectives include:

• Providing clients' pets with the highest standard of Veterinary care and disease prevention,
• Delivering to the clients the best possible Veterinary service and advice consistently across all practices, and
• Providing staff with the best possible professional support and working environment.

Greencross will operate in the Veterinary services industry, primarily for companion animals. Veterinary services form part of a wider pet care industry, which also consists of pet retails, pet and vet wholesaling, laboratories and boarding & grooming facilities.

The Veterinary services businesses can be further segmented into:

• General practice - consisting of Veterinary practices that offer consultations and associated diagnostics capabilities and general practice medical and surgical treatment options,
• Emergency Centres - providing full animal hospital facilities for after hours care and treatment of sick pets,
• Specialist Centres - providing specialist Veterinary care including such specialities as medicine, surgery, animal behaviour, dermatology, cardiology, ophthalmology and dentistry in a full scale specialty animal hospital.

Greencross' focus on synergies and standardisation in this 'cottage' industry means that the businesses and its people develop a common culture and are dedicated to servicing the needs of the market as well as all other stakeholders, including shareholders.