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. 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.