Genetics Australia
Genetics Australia is an Australian farmer-owned co-operative that supplies bovine semen, AI equipment, genomic testing, and herd-monitoring solutions to dairy and beef producers domestically and in export markets such as China and South Africa.
- Company typePrivate
- Founded1964
- HeadquartersBacchus Marsh, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Genetics Australia does
Genetics Australia is an Australian farmer-owned co-operative, established in 1958 (formalized as a co-operative in 1964) and headquartered in Bacchus Marsh, Victoria, that supplies dairy and beef cattle genetics, reproductive technologies, and artificial insemination (AI) equipment to commercial cattle producers. Its core offering is bovine semen across 16 breeds (dairy: Holstein, Jersey, Aussie Red, Illawarra, Montbeliarde, Ayrshire, Guernsey, Brown Swiss; beef: Angus, Charolais, Hereford, Murray Grey, Red Angus, Simmental, South Devon, Speckle Park, Wagyu), offered as both conventional and sexed product at $22–$80 per straw. The portfolio extends to AI accessories (guns, sheaths, thaw flasks, Cue-Mate and CIDR synchronization devices), heat detection tools (Estrotect Breeding Bullseye, FiL tail paint), DRAMINSKI ultrasound pregnancy scanners, liquid nitrogen tanks, and a genomic testing service called Genescreen, complemented by the Genex HerdMonitor (Nedap-powered) herd-monitoring platform.
The business operates through a sales-led motion via regional field representatives (e.g., Gippsland, Queensland & Northern Australia), a direct-to-consumer e-commerce site with vapor-shipper door-to-door semen delivery, and international distribution partners including CRV Xseed (South Africa) and URUS Europe B.V. (China re-entry). Revenue streams include unit-priced semen and merchandise, genomic testing services, and exports of semen and embryos. Since the July 2023 joint venture with URUS that formed Genetics Australia Holdings, the company has integrated Total Livestock Genetics (TLG) as a wholly-owned subsidiary operating export facilities at Camperdown and Glenormiston, launched Trans Ova Genetics' advanced IVF and embryo-transfer services in Australia in July 2025, and regained GACC accreditation to export to China. The co-operative is led by CEO Anthony Shelly with 11–50 employees; GAC membership provides farmers with pricing discounts (e.g., $6/unit savings on select promotions).
Genetics Australia firmographics
Firmographics- Name
- Genetics Australia
- Legal name
- Genetics Australia Holdings Pty Ltd ABN 96 666 904 436, Genetics Australia Co-Operative Ltd ABN 64 822 392 303 and Total Livestock Genetics Victoria Pty Ltd
- Website
- https://genaust.com.au
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Genetics Australia is an Australian farmer-owned co-operative that supplies bovine semen, AI equipment, genomic testing, and herd-monitoring solutions to dairy and beef producers domestically and in export markets such as China and South Africa.
- Ownership category
- akta.pro rank
Genetics Australia industry classification
Industry- Product category
- Livestock Genetics
- NAICS
- Dairy Cattle and Milk Production (112120)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)
- akta.pro primary industry
- Dairy Breeding & Genetics (AI, Embryo Transfer) (AFAEACAD)
Keywords
Where Genetics Australia is headquartered
LocationHeadquarters
- HQ city
- Bacchus Marsh
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Genetics Australia business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Dairy & Beef Semen Sales: Sale of bovine semen from dairy breeds (Holstein, Jersey, Aussie Red, Illawarra, Montbeliarde, Ayrshire, Guernsey, Brown Swiss) and beef breeds (Angus, Charolais, Hereford, Murray Grey, Red Angus, Simmental, South Devon, Speckle Park, Wagyu). Includes both conventional and sexed semen options.
- AI Equipment & Merchandise: Sale of artificial insemination equipment, heat detection products, liquid nitrogen tanks, pregnancy scanners, lab equipment, and farm essentials. Products include AI guns, sheaths, thawing flasks, examination gloves, tail paint, and CIDR devices.
- Genomic Testing Services: Genetic testing and evaluation services through Genescreen and Genonics programs. Helps farmers evaluate breeding values and make genetic selection decisions.
- International Exports: Export of bovine semen and embryos to international markets including China and South Africa. Re-accredited for China exports in 2025.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dairy Semen - Individual Bull Units |
| Unit Pricing | Pay-as-you-go | Beef Semen - Individual Bull Units |
| Unit Pricing | Pay-as-you-go | Merchandise - AI Equipment & Supplies |
| Subscription | Annual | GAC Member Discounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Genetics Australia product offering
Product offeringCore offering
Genetics Australia is a farmer-owned co-operative that supplies bovine genetics, primarily dairy and beef semen across multiple breeds, along with artificial insemination equipment, heat detection and oestrus synchronization products, genomic testing services (Genescreen and Genonics), and herd monitoring technology (Genex HerdMonitor) to dairy and beef farmers in Australia and selected international markets. The portfolio is complemented by advanced reproductive technologies including IVF and embryo transfer services delivered through the Trans Ova Genetics partnership.
Product overview
Genetics Australia is an Australian-owned cooperative providing cattle genetics, reproductive technologies, and AI equipment to dairy and beef farmers. The product portfolio centers on dairy and beef bull semen across multiple breeds (Holstein, Jersey, Angus, Wagyu, and others), complemented by genomic testing services (Genescreen, Genonics), the Genex HerdMonitor herd monitoring system, and a comprehensive range of AI equipment including insemination guns, sheaths, thaw flasks, pregnancy scanners, and liquid nitrogen tanks. The company also offers advanced reproductive services through its Trans Ova partnership including IVF, embryo transfer, and sexed semen. Supporting products include heat detection tools (Estrotect Breeding Indicators, FiL Tail Paints), synchronization devices (Cue-Mate, CIDR), and breeding consultation services. A sire search tool helps farmers identify the right genetics for their operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Dairy Sires (Holstein, Jersey, Aussie Red, Illawarra, Montbeliarde, Ayrshire, Guernsey, Brown Swiss) Bovine semen from world-class proven dairy breeds including Holstein, Jersey, Aussie Red, Illawarra, Montbeliarde, Ayrshire, Guernsey, and Brown Swiss, available as conventional and sexed semen and developed to increase the performance of Australian dairy herds.
- Beef Sires (Angus, Charolais, Hereford, Murray Grey, Red Angus, Simmental, South Devon, Speckle Park, Wagyu) Bovine semen across nine elite beef breeds including Angus, Charolais, Hereford, Murray Grey, Red Angus, Simmental, South Devon, Speckle Park, and Wagyu, designed to deliver real results in the paddock for Australian beef production systems.
- Genescreen (Genomic Testing) Genomic testing service that enables farmers to make data-driven breeding decisions, combined with breeding consultation to support smarter herd genetic improvement.
- Genonics (Genomic Services) Genomics services provided in partnership with Total Livestock Genetics, enabling advanced genetic analysis and testing for cattle breeding programs.
- Genex HerdMonitor
Quantifiable outcome
- More than half of South African dairy farmer Rohan Herselman's 2500 Jersey cows come from Australian semen with top results in South Africa
- +2 more outcomes
Companies that use Genetics Australia
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Genetics Australia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Genetics Australia partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Trans Ova GeneticscoreGlobal leader in bovine reproductive technologies officially launching in Australia in conjunction with Total Livestock Genetics (TLG) at Camperdown, Victoria. Provides advanced IVF technologies including embryo transfer, In Vitro Fertilization, sexed semen, genetic preservation and cloning. TLG team completed extensive training in the United States.
- URUScoreJoint venture partnership formed on July 1, 2023 between Genetics Australia Holdings (GAC) and URUS. GAH commenced operations as a joint venture continuing under the Genetics Australia brand. URUS is a global livestock genetics organization providing strategic support and distribution network access including to China market.
- URUS Europe B.V.coreInternational distribution partner within URUS global network. Will help provide vehicle to get high quality genetics into China market following re-accreditation.
- CRV XseedcoreSouth African distributor of Genetics Australia genetics. Specializes in genetic planning, bull team selection, and client development for dairy farmers in South Africa.
- Genex (powered by Nedap)coreHerdMonitor system powered by Nedap technology monitoring over 6 million cows worldwide. Provides accurate heat detection, health insights, and herd performance tracking via easy-to-use App. Genetics Australia has national responsibility for Genex HerdMonitor in Australia.
- Total Livestock Genetics Victoria Pty Ltd (TLG)coreSubsidiary company operating export facilities at Camperdown and Glenormiston. Part of the Genetics Australia joint venture structure with URUS. Handles semen collection, embryo production, and international export services.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Genetics Australia competitors and assessment
Company assessmentDirect peers
- CRV: Global cattle genetics cooperative providing AI semen, herd management software and breeding programs; directly comparable as both a farmer-cooperative model and a provider of dairy and beef genetics with international distribution (CRV Xseed is GA's South African distributor).
- ABS Global: One of the world's largest bovine genetics companies, a fellow URUS-affiliated brand offering dairy and beef semen, embryo programs and reproductive services; competes in the same global genetics market with similar products and distribution.
- Alta Genetics: URUS-affiliated global cattle genetics company offering dairy and beef AI programs, custom indexes and embryo services; directly comparable to GA in scope and product line, though larger and more internationally focused.
- Select Sires: US farmer-owned cooperative and major global supplier of bovine semen, reproduction supplies and fertility services; comparable as a competitor in both domestic and export markets with the same cooperative structure.
- World Wide Sires: Global bovine genetics distributor exporting North American dairy and beef genetics to multiple markets including Australia; competes directly with GA in international tenders and Australian on-farm sales.
- Trans Ova Genetics: Global leader in advanced bovine reproductive technologies including IVF, embryo transfer, sexed semen and cloning; directly comparable advanced service offering, and now an operational partner to GA in Australia via TLG.
- Genex (Cooperative): Cooperative cattle genetics provider offering AI sires, mating programs and the HerdMonitor product (powered by Nedap) which GA distributes in Australia; comparable in cooperative model and product scope including digital herd monitoring.
Broad incumbents
- LIC (Livestock Improvement Corporation): New Zealand farmer-owned cooperative providing dairy cattle genetics (predominantly via Premier Sires), herd testing and dairy software; comparable cooperative model and pasture-based dairy focus but larger and integrated into NZ dairy value chain.
Emerging players
- Cogent Breeding: UK-based bovine genetics company offering semen and sexed semen for dairy and beef markets; comparable product offering with growing international footprint but smaller scale than GA in Asia-Pacific markets.
- ST Genetics: US-based bovine genetics provider with focus on sexed semen technology and beef-on-dairy programs; comparable in advanced reproductive technology but narrower breed portfolio and limited Australian presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Genetics Australia social profiles
Digital presenceGenetics Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Genetics Australia leadership team
Management profileNumber of profiles
Profiles6 records
Genetics Australia subsidiaries and ownership
Company hierarchySubsidiaries2 records
Genetics Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Genetics Australia 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 Genetics Australia
What does Genetics Australia do?
Genetics Australia is a farmer-owned co-operative that supplies bovine genetics, primarily dairy and beef semen across multiple breeds, along with artificial insemination equipment, heat detection and oestrus synchronization products, genomic testing services (Genescreen and Genonics), and herd monitoring technology (Genex HerdMonitor) to dairy and beef farmers in Australia and selected international markets. The portfolio is complemented by advanced reproductive technologies including IVF and embryo transfer services delivered through the Trans Ova Genetics partnership.
Is Genetics Australia a public or private company?
Genetics Australia is a private company. It is classified as corporate owned and is currently operating.
When was Genetics Australia founded?
Genetics Australia was founded in 1964. It employs 11 to 50 people.
Where is Genetics Australia based?
Genetics Australia is headquartered in Bacchus Marsh, Australia, in the Oceania region.
How does Genetics Australia make money?
Four revenue lines are on record. Dairy & Beef Semen Sales are the primary driver. The others are AI Equipment & Merchandise, genomic Testing Services and international Exports.
Who are Genetics Australia's main competitors?
Direct peers on record are CRV, ABS Global, Alta Genetics, Select Sires, World Wide Sires, Trans Ova Genetics and Genex (Cooperative). LIC (Livestock Improvement Corporation) is listed as a broad incumbent. Emerging players are Cogent Breeding and ST Genetics.
Does Genetics Australia have an API?
No public API is recorded for Genetics Australia.
What industry is Genetics Australia in?
Genetics Australia's product category is Livestock Genetics. Its primary akta.pro industry code is AFAEACAD, Dairy Breeding & Genetics (AI, Embryo Transfer). Its NAICS code is 112120 and its SIC code is 200.