Genetics Australia

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).

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

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

• Bovine genetics
• Artificial insemination supplies
• Cattle breeding services
• Livestock reproductive technology
• Genomic testing services

Headquarters

HQ city

Bacchus Marsh

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. Genomic Testing Services: Genetic testing and evaluation services through Genescreen and Genonics programs. Helps farmers evaluate breeding values and make genetic selection decisions.
4. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• Trans Ova GeneticscoreStrategic or Co-development Partner · 1 July 2025Global 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.
• URUScoreStrategic or Co-development Partner · 1 July 2023Joint 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.coreChannel Partner/ Reseller/ DistributorInternational distribution partner within URUS global network. Will help provide vehicle to get high quality genetics into China market following re-accreditation.
• CRV XseedcoreChannel Partner/ Reseller/ DistributorSouth 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)coreTechnology or IntegrationHerdMonitor 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)coreOthersSubsidiary 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

Direct 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

• Facebookfacebook.com/GeneticsAustralia
• Instagraminstagram.com/geneticseaustralia
• YouTubeyoutube.com/@geneticseaustralia
• LinkedInlinkedin.com/company/genetics-australia
• Xx.com/GenAust

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 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 Genetics Australia