What CRV does

CRV is a New Zealand herd improvement company founded in 1969 (as Animal Breeding Services) and acquired by Netherlands-based CRV Delta in 2003, forming part of a group that supports 60,000 customers across 50 countries. From its Hamilton headquarters and an EU-certified production facility near Cambridge, CRV delivers dairy cattle genetics, herd management software, and on-farm services to NZ dairy farmers ranging from 100-cow operations to 1,200-cow enterprises.

The company's core platform combines genomic selection with proprietary CRV Health and CRV Efficiency breeding value indexes, supported by DNA testing (myDNA), breeding recommendation software (SireMatch), the myHERD herd recording platform with SenseHub Dairy integration, and a network of certified AB Technicians who inseminate nearly 500,000 cows annually. CRV sells semen straws from domestic and global sires across categories including sexed semen, dairy beef, polled, facial eczema tolerant, LowN, short gestation, and once-a-day milking genetics.

Revenue is generated primarily through per-straw semen sales at tiered volume pricing ($7-$55 per straw), bundled offerings such as the Accelerate Pack (recurring seasonal reorders), herd testing and DNA testing service fees, AB Technician service charges, myHERD software subscriptions, and partnership rebates through programs like the Fonterra Genetic Gain Pilot. With at least 20% of revenue reinvested in R&D annually, CRV maintains a continuous innovation cadence across product firsts and methane/feed efficiency research.

Name

CRV

Legal name

CRV

Website

https://crv4all.co.nz

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

51–100 employees

Short description

CRV is a New Zealand dairy cattle genetics and herd improvement company, founded in 1969 and now part of Netherlands-based CRV. It sells proprietary semen, genomic DNA testing, herd recording software (myHERD), and on-farm services to NZ dairy farmers across both islands.

Ownership category

akta.pro rank

Product category

Dairy Cattle Genetics & Herd Improvement

NAICS

Dairy Cattle and Milk Production (112120), Dairy Cattle and Milk Production (11212)

SIC

Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Artificial Insemination (AI) & Semen Services (Collection, Processing, Storage) (AFACAEAA)

akta.pro secondary industries

Breeding Program Design & Genetic Consulting (Mating Plans, EPD/Index Selection) (AFACAEAD), Dairy Herd Health & Reproduction Services (non-veterinary) (AFAEACAE)

Keywords

• Dairy cattle genetics
• Artificial insemination services
• Herd improvement solutions
• Genomic breeding programs
• Animal breeding services

Headquarters

HQ city

Hamilton

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Dairy Bull Semen and Genetics: CRV's primary revenue stream comes from selling semen straws from its proprietary bull team, including proven sires, genomic young sires, sexed semen, dairy beef semen, and specialty products (polled, FE tolerant, LowN, short gestation, OAD). Revenue is generated through per-straw pricing with volume-based discounts, with prices varying by sire quality tier (Econobull blind teams at lower cost through to premium individually priced sires).
2. Genetic Solutions Bundles (Accelerate Pack, Health & Efficiency Teams): Bundled product combining sexed and conventional semen at preferential pricing, creating a subscription-like recurring revenue dynamic through seasonal re-orders from existing customers. Health and Efficiency Teams offer pre-selected bull combinations at simplified pricing.
3. myDNA Testing Services: DNA testing service for parentage, genomics, polled status, A2 beta casein, and BVD. Revenue generated per herd or per-animal tested. Technician service available (CRV technicians perform testing) or equipment hire model. Standalone A2 testing offered as a lower-cost entry point.
4. Herd Testing Services: On-farm herd testing service where CRV technicians perform milk sampling, volume recording, and health testing. Includes A2 Beta Casein, BVD, Johnes, Somatic Cell Count, and Pregnancy testing. Revenue from per-visit fees with additional charges for supplementary tests.
5. Ear Tags and Animal Identification: CRV supplies NAIT-approved RFID ear tags from Allflex, Zee Tags, and Leader brands. Revenue from tag sales, with volume-based early bird promotions.
6. AB Technician Services: Certified AB Technicians perform artificial insemination on-farm. CRV inseminates nearly 500,000 cows annually. Revenue model includes semen product sales bundled with technician service.
7. Herd Management Software (myHERD): myHERD herd recording platform provides data-driven breeding support. Same-day production reports for CRV herd recording clients. Additional revenue from SenseHub Dairy integration and data services.
8. Progeny Test Programme: Farmers contract to use CRV's elite young genomic bulls in exchange for financial rebates per milking heifer, free SireMatch access, and early access to elite genetics. Creates customer lock-in while generating phenotypic data for CRV's breeding programme.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

CRV is a herd improvement company that sells dairy cattle genetics (semen straws including sexed, dairy beef, polled, FE-tolerant and trait-specific products), provides genomic and herd testing services, and delivers on-farm artificial insemination through certified technicians. The company also operates the myHERD herd management software platform and the SireMatch breeding support tool to help New Zealand dairy farmers make data-driven breeding decisions. Revenue is generated primarily through per-straw semen pricing, technician-delivered AI services, DNA testing fees, hardware (ear tags) and software subscriptions.

Product overview

CRV is a herd improvement company offering an integrated portfolio of genetic products and herd management services for New Zealand dairy farmers. The core offering includes genetic solutions (sexed semen, high fertility sires, dairy beef breeds including FertaBull with 20 breeds, bull teams like Health and Efficiency, Accelerate Pack, Econobull, and Global Outcross), genetic trait products (polled genetics, facial eczema tolerance, LowN sires, short gestation, and once-a-day sires), diagnostic services (myDNA testing, herd testing, A2 nasal swab testing), software platforms (myHERD herd management with SenseHub Dairy integration, SireMatch breeding support), hardware products (NAIT-compliant ear tags, Estrotect heat detection indicators), and support services (AB technician service, progeny test programme, methane research). The platform is centered on CRV Health and CRV Efficiency indices designed to breed healthier, more efficient cows.

Differentiator

Problem solved

Functional benefit

Brands

• myDNA: DNA testing service for herd genetics, parentage, polled, A2, BVD, and genomic breeding values.
• myHERD
• FertaBull
• SireMatch
• CRV Dairy Beef
• Health and Efficiency Teams
• Accelerate Pack
• Econobull

Products and services

• Sexed Semen Frozen sexed genetics from CRV's highest indexing bulls giving a 90% chance of a heifer calf per pregnancy. Allows NZ dairy farmers to target their best cows for genetic gain and quality replacements; CRV was first in NZ to introduce NZ-proven sexed semen in 2008.
• High Fertility Sires Bulls identified with at least 4% higher non-return rates than average for improved conception rates, used by dairy farmers to increase in-calf rates during mating.
• Dairy Beef Portfolio of 20 dairy beef breeds including Hereford, Angus, Charolais, Belgian Blue, Speckle Park and Simmental, enabling dairy farmers to produce high-value beef-cross calves and reduce bobby calf numbers.
• FertaBull Multi-sire semen straw containing three elite sires per straw, lengthening viability in the reproductive tract and increasing chance of fertilisation. Available in Hereford, Angus, Charolais and Belgian Blue; research shows 4.2% increase in 56-day Non-Return Rate.
• CRV Bull Teams Pre-selected bull teams including Health and Efficiency teams, Platinum team and Accelerate Pack, offering higher milk production, improved feed efficiency, great fertility and lower somatic cell counts.
• Accelerate Pack Combined package of 20% sexed straws with 80% conventional dairy straws at discounted pricing to accelerate genetic gain. Available as Nominate Plus (farmer-selected bulls) or Health and Efficiency Plus (CRV-selected team); saves approximately $2,844 on a 600-straw herd order.
• Econobull Blind bull teams priced competitively for cost-effective genetic improvement, available in Friesian, Friesian Cross, Crossbred and Jersey; tiered volume-based straw pricing from $7.00 to $12.95.
• Global Outcross CRV Global genetics for greater genetic diversity, production or healthier cows, including Holsteins from Holland and US, Jerseys from US and Denmark, MRI from Holland, and Fleckvieh from Germany and Czech Republic.
• Polled Genetics Homozygous (PP) polled bulls that guarantee the birth of polled calves, eliminating the need for disbudding and improving animal welfare while reducing labour costs.
• Facial Eczema Tolerant Genetics FE tolerant sires bred to produce cows with improved tolerance to facial eczema spores and improved production; in 2020 outbreaks, R3 heifers from CRV FE-tolerant sires had zero cases.
• LowN Sires Exclusive CRV team of bulls selected for lower Milk Urea Nitrogen (MUN) breeding values to support environmentally-friendly reduction of MUN excretion while maintaining live weight, milk volume, fat, protein, fertility and longevity.
• Short Gestation Genetics Short gestation dairy and beef genetics to create greater-value offspring and give cows more days in milk; available in Holstein Friesian, Jersey, Crossbred, Hereford and Angus.
• Once-a-Day Sires OAD selection index ranks sires on suitability for once-a-day milking systems, focusing on protein, somatic cells and udder support traits to increase production, feed efficiency and longevity.
• Nominated Bulls Unlimited choice from best domestic and global sires for farmers to build custom bull teams meeting individual herd goals.
• myDNA Testing DNA testing service that identifies parentage, polled status, A2 beta casein, BVD status and genomic breeding values from a single sample, with NZ-specific genomic predictions and technician-delivered testing.
• Herd Testing On-farm herd testing service with CRV technicians performing milk sampling and volume recording, identifying high and low performers and detecting mastitis early via somatic cell count; can boost production by up to 160kgMS.
• AB Technician Service Certified AB Technicians inseminating nearly 500,000 cows annually across New Zealand with high-quality, reliable artificial breeding service bundled with CRV semen.
• A2 Testing (Nasal Swab) Standalone A2 beta casein testing via nasal swab for identifying A2/A2 cows, with results delivered within 5 days; samples analysed by Analytica Laboratories and auto-uploaded for myHERD clients.
• SireMatch Breeding support report that analyses breed make-up of cows, prevents inbreeding and genetic defects (BLAD, CVM, Small Calf Syndrome), and advises on three best bulls per cow based on farmer-defined breeding goals.
• myHERD Herd management software platform for recording and tracking health events, breeding and production data, with integration to SenseHub Dairy, MPI-compliant drug list and same-day production reports.
• Ear Tags NAIT-approved RFID ear tags from Allflex, Zee Tags and Leader brands supplied for dairy farmer animal identification and tracing compliance.
• Estrotect Breeding Indicators Heat detection breeding indicators (11cm x 4.5cm patches) that reveal when cows are ready to breed via friction-activated colour change; can increase confirmed pregnancy rates up to three times.
• Progeny Test Programme 4-year programme where contracted farmers mate 60-90% of their herd to CRV's elite young genomic bulls in exchange for financial rebates per milking heifer, free SireMatch access and early access to elite genetics.
• Open Market Bull Calf Programme for farmers to nominate bull calves from top cows sired by CRV bulls for potential inclusion in CRV's breeding programme.
• CRV Storage Bank Offer

Quantifiable outcome

• CRV's certified AB Technicians inseminate nearly 500,000 cows across New Zealand every year
• +14 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature13 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• SenseHub DairycoreTechnology or Integration · 21 April 2026CRV has integrated myHERD with SenseHub Dairy's herd monitoring platform, enabling automatic data flow between the two systems. Heat and mating data now flows directly between platforms, eliminating manual re-entry and reducing errors. Farmers using both systems can view cow cycling, genetics, and history in one place, streamlining breeding decision-making during mating. The integration is described as part of CRV's ongoing commitment to making myHERD the central hub of farm data management.
• Belgian Blue GroupcoreStrategic or Co-development PartnerCRV partners with the Belgian Blue Group to offer CRV Fertabull Belgian Blue. Research conducted in The Netherlands by CRV in partnership with the Belgian Blue Group found that multi-sire straws increased 56-day Non-Return Rate by 4.2% across 1,000+ inseminations. CRV offers Belgian Blue Fertabull from the same bulls used in the Dutch trial, and also offers Belgian Blue product from the Belgian Blue Group as part of its global sire lineup.
• Analytica LaboratoriescoreTechnology or IntegrationCRV's standalone A2 Nasal Swab Testing is analysed by Analytica Laboratories Ltd. Samples are collected by farmers or CRV field consultants and sent to Analytica, which emails results within 5 days of receiving samples. myHERD clients have results automatically uploaded to their herd records.
• LIC (Livestock Improvement Corporation)coreStrategic or Co-development PartnerCRV and LIC are co-participants in an MBIE-funded industry research collaboration alongside the New Zealand Agricultural Greenhouse Gas Research Centre (NZAGRC). The programme measures feed intake and methane emissions from over 120 yearling bulls from both CRV and LIC's progeny test schemes. This research aims to develop breeding values for methane emissions and feed efficiency, enabling farmers to breed cows that burp less methane per kg of feed eaten.
• New Zealand Agricultural Greenhouse Gas Research Centre (NZAGRC)coreStrategic or Co-development PartnerNZAGRC co-funds and co-manages the methane and feed intake research programme alongside CRV and LIC. The research collaboration measures methane emissions and feed intake from over 120 yearling bulls to investigate genetic variation in methane production. NZAGRC brings independent scientific oversight to the research which is critical for industry credibility and regulatory acceptance of methane breeding values.
• Fonterra Farm SourcecoreChannel Partner/ Reseller/ DistributorCRV is an eligible provider in Fonterra's 2026/27 On-Farm Solutions Genetic Gain Pilot. Fonterra supplies funding of up to $3,000 + GST per eligible farm to CRV customers who meet criteria (genomic testing equivalent to 15%+ of herd, sexed inseminations at 10%+ of spring herd, mean BW at least +30 above herd mean). Fonterra farmers apply through the Farm Source portal; limited to 200 farms on first-come, first-served basis.
• New Zealand Young Farmers (NZYF)minorGTM or Marketing PartnerCRV is a strategic partner of the NZYF Community, an initiative ensuring NZYF can continue connecting and supporting young people in the food and fibre sector. The partnership positions CRV as an engaged industry partner supporting future agricultural leaders, contributing to the rural talent pipeline.
• JerseyNZcoreStrategic or Co-development PartnerCRV contracts with JerseyNZ to collect Traits Other than Production (TOP) information from progeny test farmers' two-year-old heifers. JerseyNZ arranges inspections of heifers from CRV's progeny test programme, providing phenotypic data that validates genomic predictions and supports bull merit assessment.
• New Zealand Holstein Friesian AssociationcoreStrategic or Co-development PartnerCRV contracts with the NZ Holstein Friesian Association to collect Traits Other than Production (TOP) information from progeny test programme farmers. The association arranges inspections of heifers, providing physical attribute data (conformation, udder, feet and legs) that supplements milk production data for CRV's breeding value calculations.
• Focus GeneticsminorStrategic or Co-development PartnerCRV partnered with Focus Genetics to introduce CRV Fertabull Angus, offering dairy farmers access to Angus dairy beef genetics through CRV's multi-sire Fertabull product. Focus Genetics provides the Angus breed expertise and genetics as part of this collaboration.

Scale indicators11 records

Recent moves14 records

Expansion highlights5 records

Direct peers

• LIC (Livestock Improvement Corporation): New Zealand's dominant dairy genetics cooperative and CRV's primary domestic competitor. LIC offers semen, herd testing, DNA/genomic testing, and farm software (MINDA) on directly overlapping products, serving the same NZ dairy farmer base. LIC is even CRV's research partner on the MBIE methane programme, underscoring how directly comparable the two are.
• ABS Global (Genus plc): One of the world's largest cattle genetics companies, providing AI semen, sexed genetics, and reproductive services globally. Operates in similar product categories (sexed semen, genomic testing, breeding programmes) to CRV with comparable target customers (commercial dairy and beef producers). Acquired by Genus, providing global scale that exceeds CRV's.
• Semex: Canadian cattle genetics cooperative offering AI sires, genomic testing (Genomax), and herd management solutions. Competes head-to-head with CRV in the global dairy genetics market with overlapping product portfolio (sexed semen, genomic young sires, dairy beef) and similar farmer-segment focus.
• ST Genetics: US-based cattle genetics company specializing in sexed semen technology (SexedULTRA) and beef-on-dairy programmes. Directly competes with CRV in sexed semen and dairy-beef categories and has expanded globally, making it a relevant peer on technology and product mix.
• Alta Genetics: Global cattle genetics company offering AI sires, genomic testing, and reproductive services across dairy and beef segments. Overlaps with CRV across the core semen and breeding programme categories and shares a similar international distribution footprint.
• Select Sires: US farmer-owned cooperative providing dairy and beef AI genetics globally. Comparable to CRV in cooperative/parent-affiliated ownership structure and broad product portfolio across sexed, conventional, and beef semen plus reproductive services.
• World Wide Sires: Global cattle genetics marketing organization distributing semen from multiple AI organizations including Select Sires and other partners. Operates in the same international dairy genetics channel and serves commercial dairy customers in markets where CRV also distributes, including Australasia.

Broad incumbents

• CRV (Netherlands parent): Parent cooperative founded in 1874 operating the global CRV network across 50 countries with 60,000 customers. CRV NZ is a subsidiary; the parent offers the same product categories (genetics, herd management software, AI services) at a much larger global scale, making it the relevant incumbent benchmark.
• Zoetis: Global animal health company with genetics and reproductive product lines (Genomics, fertility, reproduction management). Overlaps with CRV in animal reproduction services and increasingly in dairy data/analytics, but operates at much broader scale across many species.

Emerging players

• Neogen Corporation: Animal genomics and food safety company offering DNA testing services for livestock including parentage, trait testing, and genomic profiling — directly overlapping with CRV's myDNA offering. Neogen's genomics business (including the former GeneSeek) competes in the upstream testing layer CRV integrates into its platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/crvambreed
• Xx.com/crvambreed
• LinkedInlinkedin.com/company/crv-ambreed

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CRV