Genex
GENEX is a Shawano, Wisconsin-based agricultural cooperative (founded 1938, part of URUS) that provides cattle genetics, reproductive services, herd monitoring technology, and herd care products to 4,000+ dairy and beef producer members across 65+ countries.
- Company typePrivate
- Founded1938
- HeadquartersShawano, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Genex does
GENEX is a member-owned agricultural cooperative headquartered in Shawano, Wisconsin, that develops cattle genetics, reproductive technologies, and herd management solutions for dairy producers, with a secondary product line for beef producers. Founded in 1938 (firmographics note 1939) and operating as a subsidiary of URUS, the company serves 4,000+ members in the USA and serves customers in 65+ countries through wholly-owned operations in Argentina, Australia, Brazil, Canada, Germany, Mexico, Poland, South Africa, and Sweden, plus distribution partners globally. The portfolio is organized across three product lines: Herd Genetic (dairy and beef semen from Holstein, Jersey, Angus and other breeds, supported by the proprietary ICC Index, GenChoice sexed semen, VIP Genetics priority access, and the FeedWise ONYX beef-on-dairy program), Herd Care (calf and cow supplements including RumiLife CAL24, colostrum products, teat sealants, and direct-fed microbials), and Herd Tech (the HerdMonitor cow monitoring system in Velos ownership and Cloud subscription variants, DairySuite precision genetics software, SmartSort gates, SmartSight lameness monitoring, and the GENEX Beef and Dairy Bull Search mobile apps).
GENEX monetizes through multiple revenue streams: transactional sales of semen and herd care products, professional AI and reproduction services, subscription-based HerdMonitor Cloud access, and contract-based VIP Genetics allocations. USA customers must purchase a minimum of $500 annually to maintain cooperative membership, accumulating equity and receiving access to exclusive genetics. Distribution is hybrid: a direct field sales force for on-farm consultation, an international distribution partner network, an e-commerce online catalog, and self-service mobile apps. The technology stack integrates behavioral cow monitoring data (rumination, heat detection, locomotion) with genomic evaluation through proprietary indices such as the ICC Index (validated on 45,000 genomic-tested females tracked from birth through end of productive life) and interfaces with herd management platforms including DairyComp and the VAS Pulse Platform. Strategic partnerships with Leachman Cattle (Stabilizer composite genetics) and GK Jim Farms (guaranteed calf buyback) underpin the FeedWise ONYX program.
Genex firmographics
Firmographics- Name
- Genex
- Legal name
- GENEX Cooperative
- Website
- https://genex.coop
- Company type
- Private
- Founded year
- 1938
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- GENEX is a Shawano, Wisconsin-based agricultural cooperative (founded 1938, part of URUS) that provides cattle genetics, reproductive services, herd monitoring technology, and herd care products to 4,000+ dairy and beef producer members across 65+ countries.
- Ownership category
- akta.pro rank
Genex industry classification
Industry- Product category
- Animal Genetics and Reproduction Services
- NAICS
- Dairy Cattle and Milk Production (11212)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Artificial Insemination (AI) & Semen Collection/Distribution Services (AFAEAJAA)
- akta.pro secondary industries
- Genomic Testing & Genetic Evaluation Services (AFAEAJAC), Sexed Semen & Sex Selection Services (AFAEAJAI)
Keywords
Where Genex is headquartered
LocationHeadquarters
- HQ city
- Shawano
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Genex business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Cattle Genetics Sales: Sale of bovine semen from dairy and beef sires including Holstein, Jersey, Angus, and other breeds. Revenue from both conventional and sexed semen products.
- Herd Care Products: Sale of herd care products including colostrum supplements (Foundation 150, SCCL), calf energy paste (Push), calf coats (LifeJacket), teat sealants (UdderLife OptiShield), calcium supplements (CAL24), direct-fed microbials (RePopPlus, PopPlus), and other cow and calf care products.
- Artificial Insemination Services: Professional A.I. services delivered through trained technicians and representatives. Includes breeding program consultation and reproduction management.
- Herd Monitoring Technology: HerdMonitor cow monitoring system available through traditional ownership (Velos) or monthly subscription (Cloud). Includes SmartTag hardware and software platform access.
- Genetic Planning Services: DairySuite precision genetics program providing comprehensive herd genetic planning, mating recommendations, and annual genetic audits through GENEX representatives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Cooperative membership with minimum annual purchase requirement |
| Subscription | Monthly | HerdMonitor Velos System - Traditional ownership model |
| Subscription | Monthly | HerdMonitor Cloud System - Subscription model |
| Other | Multi-year contract | VIP Genetics Program - Elite early access |
| Other | Annual | GENEX for Generations Scholarship |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Genex product offering
Product offeringCore offering
GENEX is a cooperative that develops, produces, and distributes bovine semen genetics (dairy and beef), provides professional artificial insemination and herd consulting services, supplies herd care products for cows and calves, and sells digital herd management technology (HerdMonitor cow monitoring system and DairySuite precision genetics). Its offering serves commercial dairy and beef producers globally through both direct sales and a distribution network spanning 65+ countries.
Product overview
GENEX is a cooperative providing cattle genetics, herd care products, and herd management technologies to dairy and beef producers. The product portfolio operates on three pillars: Herd Genetic Line (elite cattle genetics for dairy and beef), Herd Care Line (farm-approved health products for cows and calves), and Herd Tech Line (digital tools and monitoring systems). The Herd Tech Line includes the HerdMonitor Cow Monitoring System as the flagship technology product, complemented by DairySuite Precision Genetics software, the GENEX Beef App, Dairy Bull Search App, and MAP+ mating service. The Herd Genetic Line features beef and dairy sire products across multiple breeds, supported by ICC genetic indexes, GenChoice sexed semen, VIP Genetics priority access program, and FeedWise ONYX for beef-on-dairy operations. Herd Care products include CAL24 calcium supplement, colostrum products (SCCL, Foundation 150), calf energy paste (Push), calf coats (LifeJacket), direct-fed microbials (RumiLife PopPlus, RePopPlus), and teat sealants (UdderLife OptiShield).
Differentiator
Problem solved
Functional benefit
Brands
- Real Cow Power: Marketing tagline for the Beef Mommas program focusing on maternal genetics
- HerdMonitor
- GenChoice
- FeedWise ONYX
- ICC Index
- VIP Genetics
- DairySuite
- Stabilizer
Products and services
- HerdMonitor Cow Monitoring System A 24/7 real-time cow monitoring system providing electronic identification, rumination tracking, heat detection, fertility insights, health monitoring, and cow positioning. Available as HerdMonitor Velos (ownership model) and HerdMonitor Cloud (subscription model) with SmartTag Neck or SmartTag Ear options for commercial dairy producers.
- DairySuite Precision Genetics An all-in-one precision genetic planning tool that interfaces with DairyComp and VAS Pulse Platform to evaluate herd genetics, calculate breeding strategy ROI, pinpoint optimal sires, and create precision mating recommendations for dairy operations.
- GenChoice Sexed Semen Premium sexed semen product for dairy operations with PregCheck+ fertility rankings based on actual breeding and pregnancy data on a 100-base system, designed to maximize heifer calf production.
- ICC Index Proprietary genetic selection index designed to create cows that generate more lifetime value, with four Holstein variants (Ultimate, Milk, Health, Efficiency) and a dedicated Jersey index focusing on production, fertility, health, efficiency, and longevity, validated on 45,000 genomic-tested females.
- VIP Genetics Program Priority access subscription-like program providing cooperative members with elite dairy genetics before sires join the active lineup, with contract-based enrollment and highest priority allocation.
- FeedWise ONYX Beef x Dairy Program Complete beef-on-dairy breeding solution combining proven fertile Stabilizer semen with calving ease genetics, backed by guaranteed calf buyback from GK Jim Farms with premium incentives. Three breed-optimized blend options for Holstein, Jersey, and crossbred cattle.
- GENEX Beef App Mobile application for ranchers providing sire search and sorting, synchronization program planning, breeding and calving date calculators, semen inventory management, and sales representative lookup. Available on iOS and Android.
- RumiLife CAL24 Two-bolus calcium nutritional supplement providing rapid and long-lasting calcium absorption using calcium chloride and Calmin seaweed-derived slow-release calcium for fresh cows, with 2.4 million doses sold globally.
- Calf Care Products Product line including SCCL Natural Bovine Colostrum, Foundation 150 Colostrum Replacer and Supplement, Push Calf Energy Paste, and LifeJacket Calf Coats for newborn calf health and development.
- Cow Care Products Product line including RumiLife CAL24 nutritional supplement, RumiLife RePopPlus Direct-Fed Microbials, and UdderLife OptiShield Teat Sealant supporting cow health through pregnancy, transition, lactation, and dry-off stages.
- Beef Sire Products Genetic products across multiple beef breeds including Angus, Red Angus, Simmental, Hereford, Charolais, Gelbvieh, Brahman, Brangus, Limousin, Red Brangus, SimAngus, and Wagyu, available through sire catalogs and the Beef App for commercial cow-calf operations.
- Dairy Sire Products Genetic products across multiple dairy breeds including Holstein, Jersey, Mixed Breed, Ayrshire, Brown Swiss, Guernsey, and Milking Shorthorn, supported by ICC indexes, proofs, GenChoice sexed semen, and VIP Genetics options.
- Artificial Insemination Services Professional A.I. services delivered to dairy and beef producers through trained GENEX technicians and representatives, including breeding program consultation, synchronization, and reproduction management.
- Genetic Planning Services Comprehensive herd genetic planning, mating recommendations, and annual genetic audits delivered through GENEX representatives as part of the DairySuite precision genetics program.
Quantifiable outcome
- Heat detection and pregnancy rates increased by 10-15% using HerdMonitor system
- +3 more outcomes
Companies that use Genex
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Genex technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature7 records
Genex partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- URUScoreURUS is the parent company of GENEX and other ag tech companies. GENEX operates as A URUS Company, part of a family of companies centered around better cows for a better world. The URUS family includes companies serving dairy and beef cattle producers in today's complex ecosystem.
- GK Jim FarmscoreGK Jim Farms is the guaranteed calf buyer for the FeedWise ONYX beef-on-dairy program. They pick up calves at dairy operations, assess and pay fair market value, and provide transparent traceability records. GENEX applies bonus credits to member accounts from GK Jim Farms payments.
- Leachman CattlecoreLeachman Cattle provides proprietary Stabilizer genetics for the FeedWise ONYX program. With 30+ years developing Stabilizer composites from Angus, Red Angus, Simmental, Gelbvieh, and South Devon breeds, Leachman brings proven calving ease, conception rates, and calf vigor to the beef-on-dairy program. Data on 1.4 million animals supports genetic selection.
- VAS (Virtual Animal Systems) - Pulse PlatformcoreDairySuite precision genetics interfaces with VAS Pulse Platform and DairyComp for real-time herd data integration. This integration provides up-to-date, real-time information for genetic planning decisions. DairySuite is featured in the VAS Pulse Platform integrations gallery.
Scale indicators9 records
Genex competitors and assessment
Company assessmentDirect peers
- ABS Global (Genus plc): Global bovine genetics leader owned by listed Genus plc, providing dairy and beef semen, sexed semen and reproductive services across 70+ countries. Competes head-to-head with GENEX in nearly every international market.
- STgenetics: U.S.-based global leader in sexed semen technology (SexedUltra) and bovine genetics. Direct competitor in sexed semen and genomic evaluation markets served by GENEX's GenChoice and ICC programs.
- Cogent Breeding: UK-based cattle genetics business providing dairy and beef semen and AI services internationally. Comparable sire product line and reproductive-services portfolio, especially in European markets.
- Semex Alliance: Canadian farmer-owned cooperative offering dairy and beef genetics, AI services and reproductive solutions worldwide. Closely comparable cooperative structure and global distribution footprint.
- Select Sires Inc. U.S. farmer-owned cooperative providing AI, semen and reproductive services to dairy and beef producers. Closest U.S. cooperative analog with parallel member governance and breed portfolio.
- PEAK Genetics (URUS): Sister company under URUS focused on beef cattle genetics and AI services. Shares distribution channels, parent-company infrastructure and overlap with GENEX's beef product portfolio.
- CRV: Dutch/Flemish farmer-owned cooperative offering global cattle genetics, AI services, and herd management solutions. Operates the closest comparable international cooperative model with overlapping dairy and beef product lines.
- Alta Genetics (URUS): Sister company under URUS providing dairy genetics, reproductive services, and consulting globally. Direct overlap on sire product, AI services and reproductive consulting markets.
Emerging players
- Allflex Livestock Intelligence (MSD Animal Health): Livestock monitoring and identification technology provider offering sensor-based cow monitoring comparable to GENEX's HerdMonitor system. Direct competitor on the herd-tech side, particularly outside North America.
Broad incumbents
- Zoetis (Genetics): Global animal health leader with a genetics division offering genomic testing and reproductive products. Competes with GENEX in genomic evaluation and herd health adjacencies but is diversified across many species and therapeutics.
Market position
Strengths5 records
Weaknesses5 records
Key risks5 records
Key highlights7 records
Customer concentration
Genex social profiles
Digital presenceGenex compliance and trust
Trust signalCompliance1 record
Genex financial estimates
Financial estimateRevenue estimate
Valuation estimate
Genex leadership team
Management profileNumber of profiles
Profiles3 records
Genex funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Genex 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 Genex
What does Genex do?
GENEX is a cooperative that develops, produces, and distributes bovine semen genetics (dairy and beef), provides professional artificial insemination and herd consulting services, supplies herd care products for cows and calves, and sells digital herd management technology (HerdMonitor cow monitoring system and DairySuite precision genetics). Its offering serves commercial dairy and beef producers globally through both direct sales and a distribution network spanning 65+ countries.
Is Genex a public or private company?
Genex is a private company. It is classified as corporate owned and is currently operating.
When was Genex founded?
Genex was founded in 1938. It employs 501 to 1,000 people.
Where is Genex based?
Genex is headquartered in Shawano, United States, in the North America region.
How does Genex make money?
Five revenue lines are on record. Cattle Genetics Sales are the primary driver. The others are herd Care Products, artificial Insemination Services, herd Monitoring Technology and genetic Planning Services.
Who are Genex's main competitors?
Direct peers on record are ABS Global (Genus plc), STgenetics, Cogent Breeding, Semex Alliance, Select Sires Inc., PEAK Genetics (URUS), CRV and Alta Genetics (URUS). Allflex Livestock Intelligence (MSD Animal Health) is listed as an emerging player. Zoetis (Genetics) is listed as a broad incumbent.
Does Genex have an API?
No public API is recorded for Genex.
What industry is Genex in?
Genex's product category is Animal Genetics and Reproduction Services. Its primary akta.pro industry code is AFAEAJAA, Artificial Insemination (AI) & Semen Collection/Distribution Services, with a secondary code of AFAEAJAC, Genomic Testing & Genetic Evaluation Services. Its NAICS code is 11212 and its SIC code is 200.