We’re driven to make a difference in agriculture. Our diverse team combines deep experience in the laboratory, on the farm, in the boardroom and beyond. Together, we’re motivated to help livestock producers – our families, peers and neighbors – succeed with better data.
“As the owner and manager of a dairy, it’s exciting to bring to market a technology that can impact the way I make decisions through data.”
Dr. Mitch Hockett, Vice President
of External Research and Technical Marketing
News that counts
“Seeing the Proof”- Dr. Mitch Hockett’s first encounter with QScout MLD
“When I saw how I could implement QScout MLD on my own cows, it became exciting to talk with other producers, too,” he says. “At AAD, we really want to see producers be successful. QScout generates the data needed to make informed, profitable management decisions.”
Joy Parr Drach
President & CEO
Joy brings a unique combination of agribusiness and new product introduction expertise to the company. She was a founder and senior partner of Entira, a management and marketing consulting firm for agribusiness companies, where she led strategic planning and implemented management and marketing programs with clients, ranging from small start-ups to Fortune 100 industry leaders. She has successfully launched more than 30 new products, ranging from U.S. dairy parlors to global herbicides to spray equipment, guiding product development, pricing strategies, distribution plans, sales training and marketing/promotion planning and execution.
Joy also is actively involved in her family’s grain and purebred livestock operation. She earned a bachelor’s degree in agricultural communications from the University of Illinois and Master of Business Administration from the University of Chicago.
Rudy Rodriguez, BSEE, MS, PE
Founder & Chief Scientific Officer
Rudy brings more than 30 years of experience in medical devices development to the company. Before starting AAD, he served for 15 years as the vice president of research and development for BD Worldwide’s Primary Care Diagnostics Division. Prior to that, he worked in senior research and engineering positions at Coulter Corporation (now Beckman Coulter), Baxter Corporation and American Instrument Company (Aminco).
Rudy has a reputation as an R&D pioneer. He has been involved in the development and commercialization of several products in his career that created entirely new industry segments or sold more than $1 billion each. Among them are the first automated blood cell separator at Baxter (Fenwal CS-3000), the first random access chemistry analyzer (Coulter DACOS) and the world’s most successful physician’s office hematology system at BD (QBC). He subsequently adapted the QBC technology into the VetAutoread Hematology Analyzer, marketed by IDEXX for companion animal use. Rudy holds 28 patents and is a four-time winner of the R&D 100 Award for one of the 100 most significant new technical products of the year. He is currently an adjunct professor at North Carolina State University’s College of Veterinary Medicine.
Chief Financial Officer
Steve brings more than 29 years of experience in financial management, operational responsibilities and business analysis, including strategic planning, financial modeling and reporting, mergers and acquisitions, cash management and fund-raising activities, to the company. He has held numerous executive management roles, including CFO at Geomagic, a 3D software company sold to 3D Systems in 2013, and CFO at LVL7 Systems, which was acquired by Broadcom in 2007. Steve’s industry experience covers technology segments, encompassing software development, consumer products and semiconductors.
Steve started his career in public accounting after graduating from Northeastern University with a bachelor’s degree in business administration. He earned a Master of Business Administration from University of North Carolina’s Kenan-Flagler Business School.
Dr. Mitchell Hockett
Vice President of External Research & Technical Marketing
Mitch combines practical and academic experience. Mitch was previously co-owner and manager of Kingsmill Farm II LLC and Kingsmill DCF, LLC, purebred and commercial Holstein dairy farms in Durham and Liberty, NC with an international reputation and has judged dairy shows in many states. He was formerly on faculty in the Department of Animal Science at North Carolina State University and has published numerous papers on the impact of mastitis on reproduction. He earned a bachelor’s degree in animal science, a master’s in reproductive physiology and a doctorate degree in reproductive and lactational physiology from the University of Tennessee.
Vice President of Research & Development
Jasper was instrumental in the design and launch of the QScout® Farm Lab platform, to include active participation in field trials. He brings a diverse set of leadership skills in the areas of Research and Development, Manufacturing, and Field Service. Before joining AAD, Jasper was previously at Parata Systems where he was principle in the design and development of their pharmaceutical dispensing system, following the product into contract manufacturing and ultimately forming the Level III field and customer service group. These product life cycle experiences set Jasper up for success in leading the team that developed their next generation flagship automation. Jasper completed his Bachelor’s Degree in Economics along with a minor in Physics at Bucknell University. He currently holds over a dozen issued patents.
QScout Customer Service
We believe customers deserve prompt responses and support. You’ll find the following individuals go above and beyond.
Mitch Lassiter, Manager of Technical Support and Customer Service
QScout customers are encouraged to call Mitch Lassiter for assistance with any technical questions.