Norwegian Red

Name

Norwegian Red

Legal name

Geno SA

Website

https://norwegianred.com

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Dairy Cattle Genetics

NAICS

Dairy Cattle and Milk Production (112120)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Dairy Breeding & Genetics (AI, Embryo Transfer) (AFAEACAD)

akta.pro secondary industry

Dairy Herd Health & Reproduction Services (non-veterinary) (AFAEACAE)

Keywords

• Dairy cattle genetics
• Artificial insemination semen
• Sexed semen products
• Dairy crossbreeding programs
• Genomic selection breeding

Headquarters

HQ city

Hamar

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Semen Sales: Sale of Norwegian Red bull semen through distributor network to dairy farmers in 30+ countries for use in crossbreeding programs and purebred breeding.
2. REDX Sexed Semen: Sale of sexed Norwegian Red semen (REDX) in selected countries, enabling farmers to produce more female offspring from their best cows.
3. SpermVital Technology: Sale of semen processed with proprietary SpermVital technology, which extends sperm viability after insemination. Geno handles international sales of Norwegian Red semen with SpermVital technology.
4. Trio+ Product: Heterospermic straw product combining three-bull mix with SpermVital technology, currently available in Germany and Poland with expansion planned.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Norwegian Red develops, produces, and distributes Norwegian Red dairy cattle genetics as frozen bull semen straws to commercial dairy farmers in more than 30 countries. The offering is enhanced by proprietary fertility technologies (SpermVital, REDX sexed semen, Trio+ heterospermic straw) and supported by crossbreeding programs, specialized breeding values, and the Norwegian Dairy Herd Recording System.

Product overview

Norwegian Red is a dairy cattle genetics company owned by Geno SA, a Norwegian farmer cooperative. The core product is Norwegian Red bull semen distributed globally through a distributor network to more than 30 countries. The product portfolio centers on the main Norwegian Red genetics offering, enhanced by two key technology add-ons: REDX™ sexed semen using Genus ABS IntelliGen technology, and SpermVital technology for extended sperm viability. Trio+ combines the three-bull heterospermic format with SpermVital technology. Additional offerings include the Sire Catalogue with detailed bull information, Norwegian EBVs (Estimated Breeding Values) including specialized Feed$aved and Polled traits, and structured crossbreeding programs (two-way and three-way rotational systems). The company also leverages the Norwegian Dairy Herd Recording System for comprehensive data collection supporting genetic evaluations.

Differentiator

Problem solved

Functional benefit

Brands

• REDX™: Norwegian Red sexed semen product using IntelliGen® technology from Genus ABS for sexed semen
• SpermVital
• Trio+
• Feed$aved™
• Grazing index
• High Production index

Products and services

• Norwegian Red Genetics (Bull Semen) Norwegian Red cattle genetics distributed globally as frozen semen straws for artificial insemination. The genetics are bred for health, fertility, calving ease, and production traits, and are sold through a distributor network to more than 30 countries worldwide.
• REDX Sexed Semen Sexed semen product using Genus ABS IntelliGen technology to produce female-enriched semen for breeding replacement heifers. Combines 21st century technology with Norwegian Red genetics for faster genetic gain and herd expansion.
• SpermVital Technology Proprietary sperm viability technology that immobilizes sperm cells in a natural substance before cryopreservation, enabling controlled release in the uterus over an extended period. Makes insemination timing less critical and increases fertilization success rates.
• Trio+ Heterospermic Straw Next-generation heterospermic semen straw combining semen from three bulls (always including Norwegian Red) with SpermVital technology. Broadens fertilization window through natural variation in sperm lifespan and fertilizing ability, delivering higher conception rates and greater day-to-day flexibility.
• Crossbreeding Programs with Norwegian Red Structured rotational crossbreeding systems using Norwegian Red genetics with Holstein, Jersey, or Fleckvieh breeds to leverage heterosis for improved fertility, calving ease, disease resistance, survival, and competitive milk production. Designed for specific herd conditions including feed efficiency, production, and durability goals.

Quantifiable outcome

• 21 days fewer open days for US crossbred heifers vs purebred Holstein (December 2020)
• +7 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Kenya Strategic PartnercoreChannel Partner/ Reseller/ Distributor · 21 May 2026Norwegian Red announced expansion into Kenya through new strategic partnership to serve the advancing dairy industry with Norwegian Red genetics.
• JMC GeneticscoreChannel Partner/ Reseller/ Distributor · 4 February 2026New partnership to expand access to Norwegian Red genetics in the UK. JMC Genetics, created by Tithebarn Limited (established 1935 livestock nutrition company), will add Norwegian Red to their portfolio alongside dairy and beef-on-dairy genetics. Partnership announced at UK Dairy Tech 2026. JMC provides independent, data-driven breeding guidance to UK farmers.
• SpermVital AScoreTechnology or IntegrationSpermVital was founded by Geno and SINTEF Group. Together they developed the revolutionary SpermVital technology that extends sperm lifespan after insemination. Geno also handles international sales of Norwegian Red semen with SpermVital technology.
• SINTEF GroupcoreStrategic or Co-development PartnerCo-founded SpermVital AS with Geno to develop revolutionary insemination technology for artificial insemination of domestic animals.
• Genus ABScoreTechnology or IntegrationNorwegian Red was the first in the world to sign an agreement with Genus ABS to purchase their IntelliGen technology for sexed semen (REDX product). Genus ABS spent over seven years developing this technology.
• TINEcoreStrategic or Co-development PartnerNational dairy co-operative owned by Norwegian dairy farmers that runs the Norwegian Dairy Herd Recording System. System collects data from almost all Norwegian dairy farmers and is certified by ICAR.
• Canadian Dairy NetworkminorStrategic or Co-development PartnerConducted analysis of calving records and reproductive performance in the TwoPlus crossbreeding project, comparing Norwegian Red crossbreds with purebred Holstein.
• University of Wisconsin-MadisonminorStrategic or Co-development PartnerCollaborated on US dairy crossbreeding trial with Dr. Kent Weigel and Suzanna Grooms for research on Norwegian Red crossbreeding effects.
• University of GuelphminorStrategic or Co-development PartnerLed the TwoPlus crossbreeding project demonstrating Norwegian Red's benefits for calving ease, reproduction, health, survival, and milk production in Canadian dairy herds.
• University of MinnesotaminorStrategic or Co-development PartnerLed California crossbreeding project over 5 lactations demonstrating that Scandinavian Red (Norwegian Red and Swedish Red) crossbreeding reduces calving difficulty and fetal death.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• STgenetics: US-based provider of sexed semen (SexedULTRA) and dairy/beef genetics. Comparable in sexed semen technology innovation and competing with Norwegian Red's REDX product line.

Direct peers

• Alta Genetics (URUS): Global dairy genetics provider offering conventional and sexed semen, embryo programs, and herd management services. Direct competitor in crossbreeding and progressive dairy genetics markets.
• VikingGenetics: Scandinavian cooperative owned by Danish, Swedish, and Finnish farmers, selling dairy and beef genetics globally. Closest direct competitor to Norwegian Red in the Nordic dairy genetics market.
• Semex (The Semex Alliance): Canadian farmer-owned genetics cooperative selling dairy and beef semen globally. Comparable in cooperative ownership and focus on health/fertility traits in dairy genetics.
• CRV: Dutch/Flemish cooperative offering dairy and beef genetics, AI services, and herd management. Comparable in cooperative structure and breadth of crossbreeding-focused dairy genetics offerings.
• WWS (World Wide Sires): Global dairy and beef genetics marketing organization distributing in multiple countries. Comparable in international distribution reach and crossbreeding-focused offerings.
• Genus ABS (Genus plc): World's largest bovine genetics company selling sexed and conventional semen through the ABS and Genus brands. Norwegian Red licenses IntelliGen technology from Genus ABS and competes with it in sexed semen.
• Select Sires Inc. Federation of seven farmer-owned cooperatives providing dairy and beef AI services across North America. Comparable cooperative structure and direct competitor in dairy crossbreeding programs.

Regional players

• Masterrind: German cooperative offering Holstein and Red dairy genetics across German-speaking markets. Direct competitor in Norwegian Red's key European expansion markets (Germany, Poland).

Others

• SpermVital AS: Joint venture between Geno and SINTEF Group that developed the SpermVital technology. Adjacent entity that supplies proprietary technology to Norwegian Red and competes in extended-fertility semen technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/NorwegianRed
• YouTubeyoutube.com/channel/UC-qpaLN1xDxBsgEyyM5e4xQ
• Facebookfacebook.com/NorwegianRed
• LinkedInlinkedin.com/company/geno
• Instagraminstagram.com/norwegianred

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Norwegian Red