genetics australia

In 2023, the Genetics Australia Cooperative entered a Joint Venture with URUS Group LP, creating Genetics Australia Holdings Pty Ltd. Continuing to trade as Genetics Australia, this new entity brings together global research and development and offers premium products and services from the trusted Genetics Australia and Total Livestock Genetics brands. Working alongside fellow cooperative GENEX, we have maintained our cooperative culture while bringing the best global genetics and herd improvement products to Australian farmers and opening new worldwide markets for Australian genetics, which are now widely recognized as among the best in the world.

Mission Statement

Genetics Australia is committed to the sustainability of livestock agriculture through the provision of trusted genetics, products, and 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.