What MASTERRIND GmbH does

MASTERRIND GmbH is Germany's largest cattle breeding and insemination company, formed by the merger of three traditional cooperatives (MASTERRIND Hannover eG, SRV Sächsischer Rinderzuchtverband, and WEU Weser-Ems-Union) and headquartered in Verden, Lower Saxony. The company operates Europe's largest Holstein breeding program, branded SYNETICS, integrating genomic breeding value estimation, single-step evaluation, and cooperative sire procurement across approximately 600,000 Holstein herd book cows and 11,000 beef cattle on 8,500+ member farms. Supporting services include herd typing (Herdentypisierung), PRO-FIT herd management consulting, BAP computer-aided mating advice, and Besamungsservice insemination operations delivered through a field sales force and three regional centers in Verden, Bad Zwischenahn, and Meißen.

The company's product portfolio extends well beyond genetics into adjacent agricultural value chains. MASTERRIND distributes CowManager ear-sensor monitoring and Milkrite|InterPuls precision farming technology, operates the MASTERRIND EXCLUSIVE premium cattle auction alongside regular auctions in Verden, Cloppenburg, and Dalum, and runs the Agrarshop e-commerce platform selling milking equipment, animal health products, and farm supplies at price points ranging from €8 to €576. Pricing for the core bull semen product is set at €31-€40 per straw, with bull-specific gross list pricing visible on the company's Bullenticker. Data infrastructure runs through NETRIND kb, a free browser-based insemination and mating data system hosted in the VIT (Vereinigte Informationssysteme Tierhaltung) data center, automatically feeding the national herd book.

Revenue is generated through four primary streams: bull semen sales, cattle marketing services (auctions, exclusive events, animal registration), agricultural inputs via Agrarshop, and professional services (consulting, insemination, herd management). MASTERRIND combines a sales-led field force model with direct-to-consumer e-commerce and event-driven auction marketing. The company is privately held as a GmbH under cooperative ownership, with no venture capital, private equity, or public market listing indicated. The SRV breeding program is co-financed with Saxon state budget funds, embedding the company in regional agricultural policy. A dedicated youth breeder program (Jungzüchter) and quarterly Rinderzucht magazine support long-term customer pipeline development.

Name

MASTERRIND GmbH

Legal name

MASTERRIND GmbH

Website

https://masterrind.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MASTERRIND GmbH is Germany's largest cattle breeding and insemination company, operating Europe's biggest Holstein breeding program (SYNETICS) across 8,500+ farms. It serves dairy and beef farmers with bull semen, herd management services, cattle auctions, and precision livestock technology.

Ownership category

akta.pro rank

Product category

Livestock Breeding & Genetics Services

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)

akta.pro secondary industries

Artificial Insemination (AI) & Semen Services (Collection, Processing, Storage) (AFACAEAA), Nucleus Herd/Flock Breeding & Multiplier Stock Supply (AFAEAJAF), Genetic Trait Selection (e.g., polled, disease resistance) Services (AFAEAJAJ)

Keywords

• Cattle breeding services
• Artificial insemination
• Livestock genetics
• Herd management consulting
• Cattle marketing auctions

Headquarters

HQ city

Maiden

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Bull Semen Sales (Spermaverkauf): MASTERRIND operates as a major bull semen supplier with breeding stations. The company offers bull semen from genomic-tested young bulls and proven sires. Pricing includes gross list prices ranging from €31.03 to €40.66 per straw. The company also offers FERTIMAX fertility products.
2. Agrarshop - Agricultural Inputs: E-commerce platform selling agricultural products including milking equipment (teat liners, cleaners), livestock nutrition (mineral supplements, boluses), animal health products (hoof care, udder care), and farm supplies. Products range from €8.35 to €575.88 with weight-based shipping fees.
3. Cattle Marketing Services: Marketing and auction services for cattle including breeding cattle (Zuchtrinder), beef cattle, and weaners (Absetzer). The company organizes regular auctions and the exclusive MASTERRIND EXCLUSIVE auction event. Services include animal registration, health certification, and logistics.
4. Service Offerings: Comprehensive services including insemination services (Besamungsservice), herd management consulting, pregnancy examinations, herd typing, and mating advice. These professional services support the core genetics business.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

MASTERRIND provides cattle genetics, breeding services, and livestock marketing across Germany, anchored by an online bull semen catalog (Bullenangebot) and the SYNETICS Holstein breeding program. The company sells bull semen from genomic-tested bulls, delivers insemination and herd management services (PRO-FIT, Herdentypisierung, BAP mating advice), markets breeding and beef cattle through auctions, distributes precision-monitoring technology (CowManager, Milkrite | InterPuls), and operates an e-commerce Agrarshop for milking equipment, animal health products, and farm supplies.

Product overview

MASTERRIND GmbH is a multi-product agricultural services company and Germany's leading cattle breeding organization. Its product portfolio centers on a genetics/trade platform combining bull semen sales (Bullenangebot) with the SYNETICS cooperative Holstein breeding program — Europe's largest — plus herd management services (PRO-FIT, Herdentypisierung) and insemination services. Supporting services include animal sales and marketing (Tiervermarktung, MASTERRIND EXCLUSIVE auctions), animal monitoring technology (CowManager, Milkrite | InterPuls), an e-commerce agricultural supply shop (Agrarshop), data management tools (NETRIND kb), professional education (Wissenstransfer), youth breeder programs (Jungzüchter), and the Magazin Rinderzucht magazine. The company also markets specialized products such as FERTIMAX for fertility and mating consultation tools.

Differentiator

Problem solved

Functional benefit

Brands

• Schau der Besten: Annual elite cattle show organized by MASTERRIND
• MASTERRIND EXCLUSIVE
• NETRIND kb
• PRO-FIT Herdenmanagement
• MASTER-Benchmark
• MASTERPLAN
• CowManager
• Milkrite | InterPuls
• Agrarshop
• SYNETICS

Products and services

• Bullenangebot / Bullensuche (Genetikshop) Online genetics catalog and bull search tool enabling dairy and beef farmers to browse, compare, and order bull semen from genomic-tested young bulls and proven sires, including daughter photo galleries and downloadable PDF catalogs.
• SYNETICS Holstein-Zuchtprogramm Europe's largest Holstein breeding program integrating the breeding programs of MASTERRIND Hannover eG, SRV, and WEU, delivering genomic breeding values, progeny testing, and single-step genetic evaluation for dairy farmers.
• Tiervermarktung (Deutsche Holsteins & Fleischrinder) Cattle marketing service encompassing breeding cattle (Deutsche Holsteins), beef cattle (Fleischrinder), and weaners, delivered through regular auction events that include animal registration, health certification, and logistics.
• MASTERRIND EXCLUSIVE - DIE AUKTION Premium annual elite cattle auction brand held at the Dalum site, featuring high-genetic-merit animals and special collections for dairy and beef cattle buyers.
• Agrarshop E-commerce storefront selling agricultural inputs including milking equipment, animal health and nutrition products, udder and hoof care, disinfectants, stall equipment, and insemination supplies for members and farmers.
• Besamungsservice Daily artificial insemination service delivered by specialized technicians, including pregnancy examinations, cycle monitoring, ultrasound examinations, and embryo transfers.
• PRO-FIT Herdenmanagement Individualized herd management consulting service that optimizes feeding, fertility, and udder health, including the MASTER-Benchmark tool, IOFC feed cost check, and Aufzuchtplaner rearing planner.
• Herdentypisierung Genomic herd typing service providing genomic breeding values for female animals to enable targeted decisions in mating, insemination, and marketing strategies.
• Anpaarungsberatung Computer-aided mating consulting using the BAP mating program, integrating pedigree, performance data, breeding values, and phenotypic traits to recommend optimal bulls for each cow.
• CowManager Ear-mounted sensor system for continuous monitoring of health, fertility, and nutrition in cattle herds, providing real-time alerts and tracking of activity, rumination, and feeding behavior.
• Milkrite | InterPuls Precision Farming Precision farming system providing around-the-clock herd management through sensor-based monitoring of reproduction, health, and animal welfare for milk herds.
• FERTIMAX Fertility optimization product for cattle breeding, marketed to enhance reproductive performance as part of MASTERRIND's bull offering portfolio.

Quantifiable outcome

• Serves more than 8,500 farms with approximately 600,000 Holstein herd book cows
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• CowManagercoreTechnology or IntegrationCowManager is a technology partner providing ear sensor systems for monitoring health, fertility, and nutrition of cattle herds. The partnership offers MASTERRIND customers access to precision monitoring technology with alerts during the critical transit phase.
• Milkrite | InterPulscoreTechnology or IntegrationMilkrite | InterPuls provides precision farming solutions for dairy herd management, offering technology for optimizing reproduction, health, and animal welfare. MASTERRIND distributes and supports these systems as part of its Tierüberwachung (animal monitoring) offerings.
• SYNETICScoreStrategic or Co-development PartnerSYNETICS is described as Europe's largest Holstein breeding program. MASTERRIND integrates its breeding programs (MASTERRIND Hannover eG, SRV, WEU) under the SYNETICS umbrella, creating a comprehensive genetic evaluation system. SYNETICS also has its own management including Dr. Weidele as Geschäftsführer (CEO).
• VIT (Vereinigte Informationssysteme Tier)coreTechnology or IntegrationVIT operates the NETRIND system for recording insemination and mating data. MASTERRIND uses VIT's data infrastructure for herd book management and genetic evaluation. The online system runs in VIT's data center.
• MASTERRIND Hannover eGcoreStrategic or Co-development PartnerOne of the three founding cooperative organizations now united under MASTERRIND GmbH. The organization maintains its own constitution (Satzung) and serves as a breeding association in its designated geographic area.
• SRV (Sächsischer Rinderzuchtverband e.G.)coreStrategic or Co-development PartnerSaxon Cattle Breeding Association integrated into MASTERRIND's breeding programs. The SRV breeding program is co-financed with tax funds from the Saxon State Parliament budget. Active in Saxony region.
• WEU (Weser-Ems-Union eG)coreStrategic or Co-development PartnerWeser-Ems-Union cooperative integrated into MASTERRIND following merger, contributing to the western breeding area coverage. Maintains its own constitution.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• VikingGenetics: Nordic (Denmark/Sweden/Finland) cooperative providing dairy and beef genetics, AI services, and breeding programs; directly comparable cattle genetics cooperative serving a regional European farmer base.
• Select Sires: US farmer-owned cooperative specializing in bovine AI and genetics; comparable cooperative structure, bull catalog, and A.I. technician service model to MASTERRIND.
• CRV: Dutch cooperative offering dairy cattle genetics, AI, and herd management across Europe; structurally the closest peer to MASTERRIND with a similar cooperative governance model and Holstein-focused catalog.
• Semex: Canadian dairy genetics and AI company with global distribution of Holstein semen; competes head-to-head with MASTERRIND in the European Holstein genetics market.
• Phönix Group: German cattle breeding and marketing organization directly competing with MASTERRIND in German Holstein genetics, AI services, and cattle auctions.

Broad incumbents

• Alta Genetics: Global bovine genetics provider (part of URUS Group) offering AI, genomic testing, and dairy management; broad incumbent overlapping with MASTERRIND's Holstein and herd management offerings.
• ABS Global (Genus plc): Global bovine genetics and AI business owned by Genus plc; operates at much larger scale across multiple species and geographies, providing overlapping bull catalog and reproductive services.

Emerging players

• ST Genetics: US-based bovine genetics company with strong sexed semen technology and a growing European footprint; an emerging player whose product set intersects with MASTERRIND's bull catalog.

Regional players

• Bayern-Genetik: Bavarian regional cattle breeding and AI organization; offers comparable Holstein and Fleckvieh genetics and insemination services within a different German federal state.
• Rinderunion Baden-Württemberg (RBW): Regional cattle breeding association for Baden-Württemberg, Germany; provides AI, herd book, and cattle marketing services comparable to MASTERRIND in a non-overlapping geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MASTERRIND GmbH