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 and is committed to continuously support a team of trusted and resourceful advisors creating value for our clients and members globally. He leads URUS portfolio brands marketing alongside the commercial function organized in four regions – North America, Latin America, Europe, the Middle East and Africa, and Asia Pacific. Raised on family progressive dairy and heifer grower operations in western Canada, Kevin started his off-farm career working with farm organizations in government relations and then joined Alta Genetics in 2005 holding marketing, people development, sales and executive leadership roles.

Paul Hunt has been the Chief Executive Officer of URUS since 2023. His mission is to expand URUS’ global impact in line with the company’s vision of creating better cows for a better world, leveraging the power of URUS’ people and culture. He focuses on inorganic growth opportunities through mergers, acquisitions and partnerships, as well as R&D, product innovation, and production. Before URUS was established, Paul served as the Chief Operating Officer of Alta Genetics from 2004. He has dedicated his entire career to URUS and its predecessor companies.