Norwegian Red
- Company typePrivate
- Founded1935
- HeadquartersHamar, Norway
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
Norwegian Red firmographics
Firmographics- 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
Norwegian Red industry classification
Industry- 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
Where Norwegian Red is headquartered
LocationHeadquarters
- HQ city
- Hamar
- HQ country
- Norway
- HQ region
- Europe
Offices3 records
Markets served
Norwegian Red business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Revenue model
- 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.
- REDX Sexed Semen: Sale of sexed Norwegian Red semen (REDX) in selected countries, enabling farmers to produce more female offspring from their best cows.
- 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.
- 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
Norwegian Red product offering
Product offeringCore 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
Companies that use Norwegian Red
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Norwegian Red technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature6 records
Norwegian Red partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Kenya Strategic PartnercoreNorwegian Red announced expansion into Kenya through new strategic partnership to serve the advancing dairy industry with Norwegian Red genetics.
- JMC GeneticscoreNew 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 AScoreSpermVital 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 GroupcoreCo-founded SpermVital AS with Geno to develop revolutionary insemination technology for artificial insemination of domestic animals.
- Genus ABScoreNorwegian 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.
- TINEcoreNational 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 NetworkminorConducted analysis of calving records and reproductive performance in the TwoPlus crossbreeding project, comparing Norwegian Red crossbreds with purebred Holstein.
- University of Wisconsin-MadisonminorCollaborated on US dairy crossbreeding trial with Dr. Kent Weigel and Suzanna Grooms for research on Norwegian Red crossbreeding effects.
- University of GuelphminorLed the TwoPlus crossbreeding project demonstrating Norwegian Red's benefits for calving ease, reproduction, health, survival, and milk production in Canadian dairy herds.
- University of MinnesotaminorLed 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
Norwegian Red competitors and assessment
Company assessmentEmerging 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
Norwegian Red social profiles
Digital presenceNorwegian Red compliance and trust
Trust signalCompliance3 records
Norwegian Red financial estimates
Financial estimateRevenue estimate
Valuation estimate
Norwegian Red leadership team
Management profileNumber of profiles
Profiles4 records
Norwegian Red subsidiaries and ownership
Company hierarchySubsidiaries3 records
Norwegian Red funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Norwegian Red M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Norwegian Red
What does Norwegian Red do?
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.
Is Norwegian Red a public or private company?
Norwegian Red is a private company. It is classified as management employee owned and is currently operating.
When was Norwegian Red founded?
Norwegian Red was founded in 1935. It employs 101 to 250 people.
Where is Norwegian Red based?
Norwegian Red is headquartered in Hamar, Norway, in the Europe region.
How does Norwegian Red make money?
Four revenue lines are on record. Semen Sales are the primary driver. The others are REDX Sexed Semen, spermVital Technology and trio+ Product.
Who are Norwegian Red's main competitors?
STgenetics is listed as an emerging player. Direct peers are Alta Genetics (URUS), VikingGenetics, Semex (The Semex Alliance), CRV, WWS (World Wide Sires), Genus ABS (Genus plc) and Select Sires Inc.. Masterrind is listed as a regional player. SpermVital AS is listed as an others.
Does Norwegian Red have an API?
No public API is recorded for Norwegian Red.
What industry is Norwegian Red in?
Norwegian Red's product category is Dairy Cattle Genetics. Its primary akta.pro industry code is AFAEACAD, Dairy Breeding & Genetics (AI, Embryo Transfer), with a secondary code of AFAEACAE, Dairy Herd Health & Reproduction Services (non-veterinary). Its NAICS code is 112120 and its SIC code is 200.