VAS

We’ve got history with the dairy industry. Over the past 40+ years we have been committed to continuously pioneering new solutions and technology for an industry we care so passionately about.

We wake up each day to support those that never stop feeding the world – and we have no plans to quit. We set the standard for farm management solutions and fix our eyes on raising the bar to meet the next generation of expectations.

Whether near or far, large or small, VAS is at the heart of your dairy.

VAS is the global market leader in connected farm management systems. As the operating system of choice for the most innovative dairies, VAS’ software and information solutions help collect and connect a farm’s data – from herd management to feed performance, tracking and more. These insights are a source of truth, empowering producers and their trusted advisors to make profit-driven and sustainable management decisions. At the forefront of thought leadership within the dairy industry, VAS is trusted by the producers we serve and the greater dairy community.

Mission Statement

Updated mission: Empower dairy producers, and our industry, with a trusted, integrated, decision-making platform to maximize profitability and sustainability.

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.