GENEX

Helping You Achieve Your Best

GENEX is dedicated to providing our member-owners and customers – dairy and beef cattle producers around the globe – with advanced genetic and reproductive solutions.

Our team takes pride in delivering value to you in every interaction, whether through supplying world-class cattle genetics, expert artificial insemination service, professional herd consulting, quality herd care products or state-of-the-art bull search apps.

 

Committed to the Co-op Way

Our commitment to serving you stems from our cooperative roots. The GENEX cooperative story began in the 1930s when producer members of yesterday came together to form an organization that would genetically improve cattle performance and deliver economical cattle reproductive service.

Today, our member-owners and customers remain at the heart of GENEX. Our professional GENEX team strives to develop a deep understanding of your operation, your goals and your challenges in order to deliver solutions that ensure your herd is ready for tomorrow, today. Producer participation in cooperative governance – through the delegate and council system – also provides GENEX senior leadership with a strong understanding of your vision for your co-op. It’s your voice that impacts your cooperative’s future.

Mission Statement

Be the trusted cooperative partner providing progressive genetics, herd health solutions and data-driven insights to create more efficient and sustainable cattle.

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.