Our Management Team

The Optibrand team represents extensive experience in combining novel retinal imaging business model concepts with innovative software and device technology development that meets the needs of a multitude of global customers.

Joseph H. Ritter, D.V.M., M.I.M.
Chairman Of The Board


Dr. Ritter joined Optibrand in April, 2008.  He comes to Optibrand following almost six years at Heska Corporation where he was most recently Executive Vice President of Global Business Operations.  Prior to Heska, Dr. Ritter was Director of the Asian Animal Health Business unit for Schering-Plough, and Director of the Global Poultry Business unit for Fort Dodge Animal Health.  At Pitman-Moore/Mallinckrodt Veterinary, Inc., he spent several years as Group Vice President, Americas and Asia and as Senior Vice President, Asia Pacific.

Dr. Ritter graduated from the University of Illinois College of Veterinary Medicine with a D.V.M. degree and from the American Graduate School of International Management with a Masters of International Management degree.  He was a veterinarian in private practice before entering into the commercial side of the animal health industry where he has spent over 30 years.

Ralph V. Switzer, Jr., J.D., CPA

Ralph Switzer is a founding member of the company and currently serves as Chief Financial Officer and as Secretary of the Board of Directors. Ralph is a professor of finance and an adjunct professor in the College of Veterinary Medicine and Biomedical Sciences at Colorado State University.

Ralph has extensive experience in starting and developing database management companies. He started three successful database companies prior to co-founding Optibrand, including one traded on NASDAQ and two sold to large public companies. Ralph holds a Bachelor of Science degree in Finance and a Juris Doctorate degree in Law from the University of Illinois. He is a licensed CPA.

Board of Managers

The company is fortunate to have the following experienced professionals as members of the Board of Managers. Joseph Ritter CEO, and Ralph Switzer, CFO, complete the Board's membership.

Bernard Rollin, Ph.D.


Dr. Bernard Rollin is a co-founder of the company. He is a University Distinguished Professor in philosophy, biomedical sciences, and animal sciences, and holds a joint appointment in the College of Veterinary Medicine and Biomedical Sciences at Colorado State University. He has conducted extensive research in the humane treatment of animals, particularly livestock. Through his research and lecturing in twenty countries, he has developed extensive contacts in the international livestock industry. He has consulted for many governments, businesses and universities on animal welfare issues. Dr. Rollin is a graduate of City College of New York, with Bachelor of Arts degrees in Philosophy and Literature, and a Doctorate degree in Philosophy from Columbia University.

Lee Korins


Lee joined Optibrand's Board in October 2003. He received a B.S. in Economics from the Wharton School of Finance and served in the U.S. Army for two years prior to beginning his business career. Lee started his career on Wall Street with Merrill Lynch and Company where he served as a retail broker, floor member on the NYSE, head of institutional equity trading, and senior official with Broadcourt Capital.

Since 1990, he has served as Chairman and CEO of both the Pacific and Philadelphia Stock Exchanges. He served as President of the Security Traders Association that was headquartered in the World Trade Center. In 1996 and 1998, Lee taught finance classes at the University of Northern Colorado and has been a valued guest lecturer on occasion. He returned to teach at the Monfort College of Business, University of Northern Colorado, as a full-time executive professor in the fall of 2003. Throughout his distinguished career, he has also been an active community servant, working closely with such organizations as the Multiple Sclerosis Society, the Coro Foundation and the Jewish Vocational Services.

John Welch M.D.


After graduating from Cornell Medical School and finishing a Rotating Internship at the University of Texas Health Science Center of Dallas, he was drafted into the Air Force as a General Medical Officer and Consultant to Ophthalmology at Bergstrom Air Force Base in Austin, Texas.  He finished Ophthalmology training at University of Texas Medical School in Dallas, and then supervised the administrative duties for the Residency while pursuing a Fellowship in Glaucoma.  After moving to Greeley for practice, he taught Glaucoma on the Clinical Faculty at the University of Colorado Medical School for 15 years. He served as President of the Colorado Ophthalmology Society and Weld County Medical Society. Professionally, he was on the Consulting Design Board for intra-ocular Implants for Precision Cosmet of Minneapolis, where he helped develop the reverse optic IOL. He developed a formula to predict the post-operative refraction after cataract surgery with lens implants. Now he practices part time.