Geno

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.

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

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

• Cattle breeding genetics
• Bovine semen distribution
• Genomic selection services
• Dairy herd improvement
• Livestock embryo transfer

Headquarters

HQ city

Hamar

HQ country

Norway

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Embryo Sales and Transfer: Production and sale of NRF embryos through contracted herds. Embryo transfer services performed by specialized veterinarians.
3. Membership Fees: Cattle farmers become members of the Geno cooperative. Membership fees fund breeding development and provide access to breeding services.
4. International Export: Export of NRF genetics through Geno Global AS subsidiary with established operations in Poland, USA, and through distributors in other markets.
5. Breeding Advisory Services: Breeding planning services including Geno Avlsplan software tool, bull allocation services, and breeding consultation through TINE agreement.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SpermVital AScoreTechnology or IntegrationGeno 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.
• TINEcoreStrategic or Co-development PartnerGeno has an agreement with TINE for breeding advice to cattle farmers throughout Norway. The organizations share members through a joint membership organization.
• NorsvincoreStrategic or Co-development PartnerCo-located at Senter for avl og bioteknologi (Center for Breeding and Biotechnology) in Hamar with Norsvin and TYR for collaborative breeding research and development.
• TYRcoreStrategic or Co-development PartnerCo-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)minorStrategic or Co-development PartnerNorsk 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 CompaniesminorOthersPartnership 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

Direct 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

• Xtwitter.com/Geno4u
• Facebookfacebook.com/GenoNorge
• LinkedInlinkedin.com/company/geno
• Instagraminstagram.com/genonorge

Revenue estimate

Valuation estimate

Number of profiles

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 Geno