Carel du Marchie Sarvaas of The International Federation for Animal Health (IFAH), asks why is there such a gap between the growing demand for new veterinary antibiotic products, and the disinclination of animal health companies to supply them. This article explains the seven main barriers that prevent or slow development and coming-to-market of novel veterinary antibiotics, and the six negative consequences of this diminishing investment. It also offers solutions to address these barriers.