peak

PEAK, a subsidiary of URUS, is the world’s premier cattle genetics supplier. PEAK leads the industry in developing the most profitable genetics and produces the largest amount of bovine semen in the world. The PEAK team specializes in genetics, semen production, quality control, cattle management, research and development, and much more. Using the knowledge and skills of these individuals, PEAK, together with their partners and customers, creates the most powerful and profitable dairy and beef cattle in the world.

Mission Statement

To develop sustainable cattle for global clients using exceptional animal care and innovative technologies to provide superior genetics and high fertility semen.

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 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.