Alta Genetics

Alta Genetics’ mission is to create value, build trust, and deliver results to progressive dairy and beef farmers globally.

Alta people receive extensive training from industry experts in the areas of genetic consulting, reproduction and herd management, to help their customers achieve profitable success on their operations.

They do this through a clear focus on genetic plans customized for each farm, and through a keen focus on helping customers put the right reproductive measures in place to create more pregnancies. From barn staff to lab technicians, and from distribution staff to sales consultants, the entire Alta team is passionate about delivering trustworthy genetics and profitable reproductive results in a high-quality and high-fertility package to every single customer.

In addition to internal training for its own staff, Alta also offers unique and intense training opportunities to customers, so they learn how to improve profitability on their operations directly from academic and industry instructors in all areas of herd management.

Mission Statement

Alta Genetics builds long-term relationships by creating value for its customers. It improves the profitability of individual herds by delivering trustworthy genetics and high-quality reproductive and management services.

VISIT SITE

Ryan Gaines is Chief Financial Officer of URUS.  He joined in October 2025. He owns financial strategy, controls, and business partnering to support sustainable growth across URUS brands. Ryan brings experience from Wrigley, Unilever, Cargill, and CPM Holdings, and is passionate about building high-performing teams that drive long-term impact.

Petra Vijverberg is Chief Integration Officer of URUS. She leads the coordination, alignment, and innovation of People and Culture, Digital and Data Strategy, Sustainability, and Supply Chain. Petra has been with URUS since 2023 and has an extensive track record in commercial and strategic roles. Before URUS, she worked for Pon Holdings in the Netherlands. 

Kevin Muxlow is Chief Commercial Officer for URUS. He leads the commercial function organized in four regions: North America, Latin America, Europe, the Middle East and Africa, and the Asia Pacific Regions. Through URUS’ strong portfolio of brands, its team aims to bring exceptional value to our clients and members.  Kevin started with Alta Genetics in 2005 and held marketing, people development and sales leadership roles. 

Paul Hunt has been the Chief Executive Officer of URUS since 2023. His focus area is to grow URUS’ impact globally in line with our vision to create better cows for a better world. His focus areas are inorganic growth opportunities through acquisitions and partnerships, R&D, and production. Prior to the creation of URUS, Paul was the Alta Genetics COO since 2004. Paul has spent his entire career within URUS and its predecessors.