Geno
Geno SA is a Norwegian farmer-owned cooperative founded in 1935 that runs the national breeding program for Norwegian Red (NRF) cattle, producing semen, embryos, and genomic breeding services for Norwegian dairy farmers and exporting NRF genetics internationally through Geno Global AS.
- Company typePrivate
- Founded1935
- HeadquartersHamar, Norway
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Geno does
Geno SA is a Norwegian farmer-owned cooperative founded in 1935 in Hamar, Norway, that operates the only national breeding program for Norwegian Red (NRF) cattle. The company serves Norwegian cattle farmers, with the broader NRF population, and exports NRF genetics internationally through its wholly-owned subsidiary Geno Global AS, with operating sales offices in Warsaw, Poland and Madison, Wisconsin, USA. Geno employs 232 people as of 2024 and reported 476 million NOK in revenue for that year.
Geno's core technology is the HD Genomics one-step genomic selection system, which genotypes approximately 8,000 bull calves and 12,000 heifer calves annually out of roughly 100,000 NRF calves born, with about 300,000 GS tests performed by 2025. From the 155 bull calves and 130 heifer calves purchased each year, 50-60 elite bulls are selected. The system reduces the generation interval from 7 years to approximately 3 years and yields 5.5 index points of annual genetic gain, equivalent to approximately 1,100 NOK per cow per year. Supporting technology platforms include SpermVital (extended-viability frozen semen, held through an 87.85% stake in SpermVital AS), REDX sex-sorted semen (90% female probability with less than 10% reduced non-return rate), and the MbryO embryo transfer program using MOET and OPU/IVP techniques. The Geno Avlsplan web tool supports herd-level breeding planning.
Geno makes money primarily through unit-priced sales of conventional, sexed, and SpermVital semen doses to members at a 10% discount versus non-members, supplemented by embryo transfer services (Geno covers insertion costs in contract herds and pays 7,500 NOK per calf born), heifer calf purchases at 15,000 NOK, cooperative membership fees that fund breeding development, and international licensing/export revenue through Geno Global AS. Distribution occurs via a nationwide dedicated sædruta (semen route) logistics network with Geno-employed insemination technicians, a nettbutikk online store, and the Genoshop for equipment. The company is governed as a cooperative (samvirkeforetak) with 46 voting delegates at the annual meeting and a 7-member board, and it co-locates with Norsvin and TYR at the Senter for avl og bioteknologi in Hamar, with a formal breeding-advisory agreement with TINE, the dominant Norwegian dairy cooperative.
Geno firmographics
Firmographics- Name
- Geno
- Legal name
- Geno SA
- Website
- https://geno.no
- Company type
- Private
- Founded year
- 1935
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Geno SA is a Norwegian farmer-owned cooperative founded in 1935 that runs the national breeding program for Norwegian Red (NRF) cattle, producing semen, embryos, and genomic breeding services for Norwegian dairy farmers and exporting NRF genetics internationally through Geno Global AS.
- Ownership category
- akta.pro rank
Geno industry classification
Industry- Product category
- Cattle Breeding Genetics
- NAICS
- Support Activities for Animal Production (11521), Dairy Cattle and Milk Production (11212)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)
- akta.pro primary industry
- Dairy Breeding & Genetics (AI, Embryo Transfer) (AFAEACAD)
- akta.pro secondary industries
- Genomic Testing & Genetic Evaluation Services (AFAEAJAC), Nucleus Herd/Flock Breeding & Multiplier Stock Supply (AFAEAJAF), Sexed Semen & Sex Selection Services (AFAEAJAI), Breeding Program Design & Genetic Consulting (Mating Plans, EPD/Index Selection) (AFACAEAD), Cloning & Advanced Reproductive Technologies Services (AFAEAJAL)
Keywords
Where Geno is headquartered
LocationHeadquarters
- HQ city
- Hamar
- HQ country
- Norway
- HQ region
- Europe
Offices6 records
Markets served
Geno business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Infrastructure, Supply Chain, Marketing or Sales
Revenue model
- Semen Sales: Sale of bull semen doses from Norwegian Red (NRF) and other breeds including beef cattle and heritage Norwegian breeds. Core product line with various semen types including conventional, sexed (REDX), and SpermVital.
- Embryo Sales and Transfer: Production and sale of NRF embryos through contracted herds. Embryo transfer services performed by specialized veterinarians.
- Membership Fees: Cattle farmers become members of the Geno cooperative. Membership fees fund breeding development and provide access to breeding services.
- International Export: Export of NRF genetics through Geno Global AS subsidiary with established operations in Poland, USA, and through distributors in other markets.
- Breeding Advisory Services: Breeding planning services including Geno Avlsplan software tool, bull allocation services, and breeding consultation through TINE agreement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | NRF Semen (Members) |
| Unit Pricing | Pay-as-you-go | NRF Semen (Non-Members) |
| Unit Pricing | One time/ perpetual license | Heifer Calf Purchase |
| Unit Pricing | One time/ perpetual license | Embryo Transfer (Contract Herds) |
| Unit Pricing | One time/ perpetual license | SpermVital Shares |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Geno product offering
Product offeringCore offering
Geno operates the national breeding program for Norwegian Red (NRF) cattle, producing and distributing bull semen (conventional, REDX sexed, and SpermVital frozen semen), NRF embryos (MbryO), and supporting cattle farmers with genotyping, breeding planning tools (Geno Avlsplan), and insemination services. The program is anchored by the HD Genomics one-step genomic selection system, which genotypes approximately 8,000 bull calves annually and reduces the generation interval from 7 to about 3 years.
Product overview
Geno is a Norwegian cattle breeding cooperative offering an integrated portfolio centered on Norwegian Red (NRF) genetics. The core offering includes bull semen products (conventional, sexed REDX, and SpermVital frozen semen), genomic selection technology (HD Genomics), and breeding planning tools (Geno Avlsplan). Supporting services include embryo transfer (MbryO), genotyping for females, elite bull calf purchasing, and an online catalog/shop. The company also distributes imported dairy breeds, beef cattle semen, and heritage Norwegian breeds. Educational content is provided through Genopodden podcast and Storfeskolen courses. The product ecosystem enables farmers to improve herd genetics through genomic selection, breeding planning, and access to certified genetic material.
Differentiator
Problem solved
Functional benefit
Brands
- Norwegian Red: International brand name for NRF (Norsk Rødt Fe) cattle genetics and semen products
- REDX
- SpermVital
- MbryO
Products and services
- Norsk Rødt Fe (NRF) Conventional Semen
- SpermVital Frozen Semen
- REDX Sexed NRF Semen
- Imported Dairy Breeds Semen
- Beef Cattle (Kjøttfe) Semen
- Heritage Norwegian Breeds (Gamle raser) Semen
- NRF Embryo / MbryO
- Geno Avlsplan (Breeding Planning Tool)
- NRF Female Genotyping Service
- Elite Bull and Heifer Calf Selection (Eliteokseuttak og Kalvekjøp)
- Geno Membership (Cooperative Membership)
Quantifiable outcome
- Annual genetic gain of 5.5 index points, worth approximately 1,100 NOK per cow per year
- +4 more outcomes
Companies that use Geno
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Geno technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Geno partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- SpermVital AScoreGeno owns 87.85% of SpermVital AS, which develops technology for freezing bovine semen. SpermVital operates research and development based on Geno's sperm freezing technology and has developed its own products for sale.
- TINEcoreGeno has an agreement with TINE for breeding advice to cattle farmers throughout Norway. The organizations share members through a joint membership organization.
- NorsvincoreCo-located at Senter for avl og bioteknologi (Center for Breeding and Biotechnology) in Hamar with Norsvin and TYR for collaborative breeding research and development.
- TYRcoreCo-located at Senter for avl og bioteknologi in Hamar. TYR is a Norwegian cattle breed organization representing members not covered by TINE agreement.
- Norsk genressurssenter (NIBIO)minorNorsk genressurssenter has overall responsibility for conservation and sustainable management of heritage Norwegian cattle breeds. Collaborates with Geno on semen production from old Norwegian breeds.
- Livestock Transport CompaniesminorPartnership with animal transport company in Northern Norway for long-distance transport compliance (over 8 hours) for calf collection from remote areas.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Geno competitors and assessment
Company assessmentDirect peers
- Cogent: UK-based cattle genetics business offering sexed and conventional semen, embryos, and breeding services. Comparable product portfolio to Geno (sexed semen, embryo transfer, breeding advisory) and competes with Geno in selected international markets.
- Semex: Canadian bovine genetics company distributing elite sire semen, embryos, and breeding solutions globally. Direct competitor to Geno Global in international markets, with a similar focus on dairy genetics and a comparable conventional/sexed semen product structure.
- Alta Genetics: Global cattle genetics company providing conventional and sexed semen, embryo transfer, and breeding advisory services. Overlaps directly with Geno's product lines and competes in multiple international markets where Geno Global is active.
- CRV: Dutch/Flemish farmer-owned cooperative selling bovine genetics, AI services, and breeding tools. Direct structural analog to Geno: a national cooperative running a dairy breeding program with international distribution, similar product mix (conventional, sexed, beef-on-dairy semen), and similar member-pricing economics.
- VikingGenetics: Scandinavian cooperative owned by Danish, Swedish, and Finnish farmers providing dairy and beef cattle genetics, AI services, and breeding programs. Closest geographic and structural peer to Geno, running a multi-country Nordic breeding program with genomic selection.
- LIC (Livestock Improvement Corporation): New Zealand farmer-owned cooperative providing dairy genetics, herd testing, and farm software. Operates the national NZ breeding program on a cooperative basis with genomic evaluation, structurally and operationally similar to Geno's NRF program.
Others
- Select Sires: US farmer-owned cooperative providing bovine genetics, AI services, and reproductive technology. Structural analog to Geno as a member-owned cooperative, but significantly larger and serving primarily the North American market.
- Zoetis: Global animal health and genetics company. While not a direct cooperative peer, Zoetis operates in adjacent livestock genetics and reproductive health adjacencies and is a useful comparison point for the broader commercial economics of bovine genetics and reproduction services.
Broad incumbents
- ABS Global: One of the world's largest bovine genetics companies, offering a broad portfolio of dairy and beef sires, sexed and conventional semen, and reproductive services. Larger, more diversified competitor to Geno Global in export markets, with deeper global distribution.
Regional players
- Masterrind: German cattle breeding cooperative offering Holstein and other dairy/beef genetics, AI services, and embryo transfer. Comparable cooperative structure and breeding program model, but focused on the German and central European market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Geno social profiles
Digital presenceGeno financial estimates
Financial estimateRevenue estimate
Valuation estimate
Geno leadership team
Management profileNumber of profiles
Geno subsidiaries and ownership
Company hierarchySubsidiaries3 records
Geno funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Geno 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 Geno
What does Geno do?
Geno operates the national breeding program for Norwegian Red (NRF) cattle, producing and distributing bull semen (conventional, REDX sexed, and SpermVital frozen semen), NRF embryos (MbryO), and supporting cattle farmers with genotyping, breeding planning tools (Geno Avlsplan), and insemination services. The program is anchored by the HD Genomics one-step genomic selection system, which genotypes approximately 8,000 bull calves annually and reduces the generation interval from 7 to about 3 years.
Is Geno a public or private company?
Geno is a private company. It is classified as management employee owned and is currently operating.
When was Geno founded?
Geno was founded in 1935. It employs 101 to 250 people.
Where is Geno based?
Geno is headquartered in Hamar, Norway, in the Europe region.
How does Geno make money?
Five revenue lines are on record. Semen Sales are the primary driver. The others are embryo Sales and Transfer, membership Fees, international Export and breeding Advisory Services.
Who are Geno's main competitors?
Direct peers on record are Cogent, Semex, Alta Genetics, CRV, VikingGenetics and LIC (Livestock Improvement Corporation). Others are Select Sires and Zoetis. ABS Global is listed as a broad incumbent. Masterrind is listed as a regional player.
Does Geno have an API?
No public API is recorded for Geno.
What industry is Geno in?
Geno's product category is Cattle Breeding Genetics. Its primary akta.pro industry code is AFAEACAD, Dairy Breeding & Genetics (AI, Embryo Transfer), with a secondary code of AFAEAJAC, Genomic Testing & Genetic Evaluation Services. Its NAICS code is 11521 and its SIC code is 200.