Embryo Plus

What Embryo Plus does

Embryo Plus is a privately held South African livestock reproductive biotechnology company founded in 1980 by Dr. Ronnie and Helena de la Rey. The company provides assisted reproduction services and genetic material to cattle, sheep, and goat farmers across South Africa and internationally, with additional wildlife conservation applications. Its core technology stack centers on in vitro embryo production (IVF/IVP), embryo transfer and flushing, ultrasound-guided oocyte collection (OPU), semen collection and cryopreservation, and proprietary techniques including the Direct Thaw method, embryo sexing (first performed in Africa by the company in 1994), and embryo splitting in small stock (first in Africa, 1995). The company also holds an exclusive Southern and Eastern African partnership with Alta Genetics, granting access to a global catalog of genetic material across more than 25 beef breeds and 5 small stock breeds.

The business operates a multi-revenue model combining professional services (on-farm embryo transfer, AI, pregnancy diagnosis, semen collection), product sales (genetically superior semen, embryos, breeding equipment, consumables, and liquid nitrogen), laboratory setup services, and international export/import operations routed through five registered quarantine centers in South Africa plus facilities in Kenya and Zimbabwe. Distribution is direct-to-customer via field service teams, phone/contact-form inquiries, and partnerships with global genetics firms (SEMEX, ABS, World Wide Sires, Genetic Actions International). Marketing is light-touch: educational website content, social media presence, and word-of-mouth within stud breeding and commercial ranching communities.

The customer base spans individual stud breeders (Boran, Angus, Wagyu, Simmentaler), commercial ranchers, international breeding programs, and conservation programs for species including white rhinos, African buffalo, and Sable Antelope. Embryo Plus has achieved 90% market share of African breed embryo exports and processes approximately 60,000 semen doses annually. Pricing is quote-based with no publicly disclosed rates, and contract structures vary by service. Key-person dependency is notable: Dr. Robert Treadwell is repeatedly cited by name in client testimonials as a primary engagement driver, and the de la Rey family retains full ownership with no external investment, private equity, or venture capital involvement.

Name

Embryo Plus

Legal name

Embryo Plus

Website

https://embryoplus.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Embryo Plus is a South African livestock reproductive biotechnology company providing IVF, embryo transfer, semen services, and breeding equipment to cattle, sheep, and goat farmers, genetics companies, and wildlife conservation programs across Africa and internationally.

Ownership category

akta.pro rank

Product category

Livestock Reproductive Biotechnology Services

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Embryo Transfer (ET) & IVF Services (AFAEAJAB)

akta.pro secondary industries

Sexed Semen & Sex Selection Services (AFAEAJAI), Artificial Insemination (AI) & Semen Services (Collection, Processing, Storage) (AFACAEAA), Cloning & Advanced Reproductive Technologies Services (AFAEAJAL), Dairy Breeding & Genetics (AI, Embryo Transfer) (AFAEACAD), Breeding Stock & Genetics (Rams/Bucks, Stud Services, AI/ET Programs) (AFAEAFAE)

Keywords

• Livestock embryo transfer
• In vitro fertilization cattle
• Bovine semen collection
• Assisted animal reproduction
• Genetic material storage

Headquarters

HQ city

Brits

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Reproductive Services: Embryo Plus provides comprehensive reproductive services including in vitro embryo production, embryo transfer, embryo flushing, artificial insemination, pregnancy diagnosis, semen collection, and freezing/storage services. These are technical services performed by trained professionals at client locations and company facilities.
2. Semen and Embryo Sales: Sale of genetically superior semen and embryos from various cattle, sheep, and goat breeds. The company has exclusive partnership rights with Alta Genetics in Southern and Eastern Africa, providing access to thousands of bulls worldwide.
3. Breeding Equipment and Supplies: Sale of specialized breeding equipment, media, drugs, consumables, and liquid nitrogen for storage and transportation of genetic material. Also provides laboratory setup expertise and equipment.
4. Export and Import Services: Quarantine center services for imports and exports of animals, semen and embryos. Facilitation of international breeding programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Embryo Plus provides assisted reproduction biotechnology services for livestock, including in vitro embryo production, embryo transfer, embryo flushing, artificial insemination, semen collection and freezing, and embryo sexing/splitting. The company sells genetically superior semen and embryos from cattle, sheep, and goat breeds, supplies breeding equipment and laboratory consumables, and operates registered quarantine centers for the international import and export of genetic material.

Product overview

Embryo Plus is a livestock reproductive biotechnology company offering a unified portfolio of products and services. The core offering comprises genetically superior semen and embryos from over 25 beef cattle breeds (including Wagyu, Angus, Brahman, Bonsmara, Boran, Nguni, and indigenous African breeds) and 5 small stock breeds (Boergoat, Dormer, Dorper, Kalahari Red, Savanna Goat), supported by comprehensive assisted reproduction services (IVF, embryo transfer, AI, semen collection/freezing), breeding equipment and consumables, laboratory setup services, and international export/import capabilities. The company operates as a single integrated platform rather than a modular software solution.

Differentiator

Problem solved

Functional benefit

Products and services

• Assisted Reproduction Services Comprehensive livestock reproductive services including in vitro embryo production, embryo transfer, embryo flushing, artificial insemination, pregnancy diagnosis, semen collection, freezing and storage, embryo splitting and sexing, and laparoscopic ovum pickup. Delivered by trained veterinary professionals on-farm or at Embryo Plus facilities for cattle, sheep, and goat breeders.
• Semen and Embryo Products Genetically superior embryos and semen from more than 25 beef cattle breeds (including Wagyu, Angus, Brahman, Bonsmara, Boran, Nguni, Tuli, Hereford) and small stock breeds (Boergoat, Dorper, Dormer, Kalahari Red, Savanna Goat). Distributed to commercial ranchers, stud breeders, and genetics companies.
• Embryo and Semen Export/Import Services Registered quarantine center handling the import and export of animals, semen, and embryos. Facilitates international breeding programs and ensures regulatory compliance for cross-border movement of genetic material to countries including Canada, Brazil, Australia, Argentina, Paraguay, Kenya, and Uganda.
• Breeding Equipment and Laboratory Solutions Complete range of breeding equipment, specialized tools, media, drugs, and consumables essential for artificial insemination, embryo transfer, and semen collection procedures. Includes liquid nitrogen supply for storage and transportation of genetic material, plus laboratory setup expertise and equipment for new reproductive technology facilities.

Quantifiable outcome

• 14.0 embryos/flush average with 70.6% conception rate over 5 years
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• VytellecoreStrategic or Co-development PartnerEmbryo Plus is a Proud Powered by Vytelle Partner Lab. Vytelle is a major global organization in assisted reproduction for livestock. This partnership enables access to advanced reproductive technologies and positions Embryo Plus as a certified service provider in their network.
• Alta GeneticscoreStrategic or Co-development PartnerEmbryo Plus holds exclusive partnership rights in Southern and Eastern Africa with Alta Genetics, providing access to thousands of bulls worldwide and highly diverse genetic selections. They are owners of Alta ZA.
• ST GeneticscoreTechnology or IntegrationLong-standing relationship with ST Genetics for reverse sorting technology. ST Genetics licenses their reverse sorting technology to Embryo Plus for gender-selected semen production during fertilization.
• Genetic LinkminorChannel Partner/ Reseller/ DistributorListed as a proudly associated partner on Embryo Plus website, indicating a distribution or referral relationship.
• SEMEXminorChannel Partner/ Reseller/ DistributorMajor global genetics company that is a notable client of Embryo Plus for semen processing services.
• ABS GlobalminorChannel Partner/ Reseller/ DistributorOne of the major global genetics companies served by Embryo Plus, providing positive feedback on services.
• World Wide SiresminorChannel Partner/ Reseller/ DistributorGlobal dairy genetics company that is a notable client of Embryo Plus.
• Genetic Actions InternationalminorChannel Partner/ Reseller/ DistributorGlobal genetics company that is a notable client of Embryo Plus.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• ABS Global: One of the world's largest cattle genetics companies and a client of Embryo Plus for semen processing. Overlaps in cattle semen and genetic services at a global, broad-line scale.
• Alta Genetics: Global cattle genetics company and Embryo Plus's exclusive Southern/Eastern Africa partner. Operates as both supplier and broad incumbent in the cattle genetics value chain, with vastly larger geographic reach.
• ST Genetics: Major sexed semen producer and technology licensor to Embryo Plus. Offers overlapping capabilities in sex-selection and bovine genetics at a global, multi-product scale.
• CRV: International cattle genetics cooperative offering semen, AI services, and herd improvement programs. Comparable to Embryo Plus in target customer (commercial and stud cattle farmers) and overlapping services.
• SEMEX: Global dairy and beef genetics cooperative that is both a customer and a comparable broad-line player. Overlaps with Embryo Plus on semen distribution and genetic services worldwide.
• World Wide Sires: Global dairy genetics company and a notable client of Embryo Plus. Overlaps in cattle genetics distribution and reproductive services at international scale.

Direct peers

• Vytelle: Global bovine in vitro fertilization company operating a network of partner labs. Embryo Plus is explicitly a "Powered by Vytelle" partner, indicating direct overlap in IVF service delivery for cattle producers across multiple geographies.
• Trans Ova Genetics: Leading US-based provider of bovine embryo transfer, IVF, and advanced reproductive services. Closest direct competitor in the specialized cattle ET/IVF services model that Embryo Plus operates.
• Boviteq: Canadian bovine IVF and embryo transfer service provider within the Semex alliance. Offers the same core ET/IVF/OPU services as Embryo Plus and is a peer on technology and customer type.

Emerging players

• Sexing Technologies (Inguran): Dominant global provider of sexed semen technology. Overlaps with Embryo Plus's embryo sexing and reverse-sort capabilities, with broader scale and proprietary technology base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/embryoplusSA
• LinkedInlinkedin.com/company/embryo-plus
• Instagraminstagram.com/embryo_plus/?igsh=OXlvYmI0dDYxeW9n

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Embryo Plus