Alta Genetics Nederland

What Alta Genetics Nederland does

Alta Genetics Nederland operates as Alta Nederland B.V., a privately held Dutch subsidiary of the URUS Group — a global cattle genetics cooperative that also encompasses Jetstream Genetics, Leachman, Peak Genetics, SCCL, TransOva, and VAS. Headquartered in Feerwerd, Groningen, the company serves dairy farmers across the Netherlands and the Flanders region of Belgium with a portfolio spanning bovine genetics, fertility-enhancing semen, animal health products, and herd activity-monitoring technology. Its customer base ranges from small family farms to large commercial dairy operations focused on milk production.

The company's flagship technology platform is Alta COW WATCH, a wearable IoT monitoring system for dairy cattle that tracks rumination, eating behavior, and physical activity 24/7, generating heat detection alerts, health anomaly alerts, and cow positioning data via ISO-compatible electronic identification. The system was integrated with the Nedap NOW cloud platform in 2025-03, adding structured health scoring (1-10), heat scoring (1-5 stars), fertility insights, eating and rumination analytics, and heat stress alerts. Beyond the technology, Alta markets multiple genetic programs (G-STAR, FUTURE STAR, Alta ADVANTAGE, Alta511, Alta GPS) and Alta CONCEPT PLUS semen, which is documented to deliver 3-7% higher pregnancy rates. Animal health adjacencies include Rumilife CAL24 calcium boluses, Calf's Choice Total 100 colostrum powder, and BAXTER udder dip products.

The business runs on a direct sales model: approximately 10 named regional account managers and fertility specialists cover defined territories across the Netherlands (Groningen/Drenthe, Noord-Nederland, Flevopolders/Noord-Overijssel, Gelderland) and Belgium (Oost-Vlaanderen, Limburg/Antwerpen, Antwerpen, Vlaams-Brabant, Zuid-West-Vlaanderen). Pricing is quote-based and tailored to individual farm requirements, with no public price list. Revenue streams combine one-time semen/genetics sales, hardware (Alta COW WATCH tags and neck-mounted SmartTags), recurring monitoring service, and professional advisory/training services (Alta PREG, Alta VALUE SERVICES, Dairy Manager School, AltaU, BIESTINZAMELING colostrum collection, and STIKSTOFSERVICE nitrogen service).

Name

Alta Genetics Nederland

Legal name

Alta Nederland B.V.

Website

https://netherlands.altagenetics.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Alta Genetics Nederland (Alta Nederland B.V.) is a Dutch URUS subsidiary that sells bovine genetics, fertility semen, and the Alta COW WATCH wearable herd-monitoring system to dairy farmers across the Netherlands and Flanders, supported by a direct regional sales force.

Ownership category

akta.pro rank

Product category

Dairy Cattle Genetics & Herd Management

NAICS

Support Activities for Animal Production (11521)

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

Genetic Trait Selection (e.g., polled, disease resistance) Services (AFAEAJAJ), Breeding Program Design & Genetic Consulting (Mating Plans, EPD/Index Selection) (AFACAEAD), Dairy Herd Health & Reproduction Services (non-veterinary) (AFAEACAE)

Keywords

• Dairy cattle genetics
• Bovine semen sales
• Herd monitoring technology
• Animal health products
• Dairy fertility services

Headquarters

HQ city

Feerwerd

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Genetics and Semen Products: Sales of bovine genetics including conventional and sexed semen from various bull breeds (Holstein, Jersey, Brown Swiss). Genetic programs include G-STAR, FUTURE STAR, Alta ADVANTAGE, Alta511, and Alta GPS. Revenue from Alta CONCEPT PLUS for enhanced fertility.
2. Technology Hardware and Monitoring: Alta COW WATCH activity monitoring system hardware sales, SmartTags, and ongoing monitoring services with expert support from Alta advisors
3. Animal Health Products: Products including Rumilife CAL24 calcium boluses for transition cows, Calf's Choice Total 100 colostrum powder, and BAXTER dip products
4. Advisory and Support Services: Alta PREG fertility expertise services, colostrum collection services, nitrogen services, and educational programs including Dairy Manager School and AltaU training

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Alta Genetics Nederland sells bovine genetics (conventional and sexed semen from Holstein, Jersey, Brown Swiss bulls through programs G-STAR, FUTURE STAR, Alta ADVANTAGE, Alta511, Alta GPS, and Alta CONCEPT PLUS), paired with the Alta COW WATCH IoT activity monitoring system. The company also distributes animal health products (calcium boluses, colostrum powder, udder dips) and delivers on-farm advisory, fertility, and educational services to dairy farmers in the Netherlands and Flanders.

Product overview

Alta Genetics Nederland operates as an agricultural genetics and herd management technology company offering a portfolio of genetic programs (G-STAR, FUTURE STAR, Alta GPS, Alta ADVANTAGE, Alta511), reproductive products (Alta CONCEPT PLUS semen with enhanced fertilizing capacity), activity monitoring technology (Alta COW WATCH with Nedap NOW cloud integration), animal health supplements (Rumilife CAL24 calcium boluses), colostrum products (Calf's Choice Total 100), and udder care products (BAXTER). The company also provides services including fertility expertise (Alta PREG), educational programs (Alta VALUE SERVICES, Dairy Manager School, AltaU), and operational services (colostrum collection, nitrogen service). The core technology platform is Alta COW WATCH, a wearable IoT monitoring system for cattle that provides heat detection, health alerts, and herd analytics, augmented by Nedap NOW cloud platform integration.

Differentiator

Problem solved

Functional benefit

Brands

• Alta COW WATCH: Activity monitoring system for dairy herds providing 24/7 rumination, eating and activity monitoring for fertility, health and welfare improvement.
• Alta CONCEPT PLUS
• Alta PREG
• Alta VALUE SERVICES
• Dairy Manager School
• AltaU

Products and services

• Alta COW WATCH 24/7 wearable activity monitoring system for dairy cattle providing rumination, eating, and activity monitoring with heat detection, health alerts, cow identification, group performance trends, and integration with Nedap NOW cloud platform. Used by dairy farmers for fertility and health management.
• Alta CONCEPT PLUS Conventional and sexed semen from bulls with enhanced fertilizing capacity, increasing pregnancy chance by 3-7%. Used for artificial insemination in dairy herds.
• G-STAR Genetic Program Genetic program for dairy cattle breeding focused on specific production and functional traits. Provided to dairy farmers seeking structured breeding decisions.
• FUTURE STAR Genetic Program Genetic program focused on future herd development and long-term breeding goals for dairy operations.
• Alta GPS Genetic Program Genetic program with genomic predictions to support breeding decisions for dairy cattle.
• Alta ADVANTAGE Genetic Program Genetic program offering customized breeding solutions for herd optimization in dairy operations.
• Alta511 Genetic Program Genetic program targeting specific performance traits in dairy cattle breeding.
• Rumilife CAL24 Dietary mineral feed (calcium boluses) for reducing the risk of milk fever (clinical and subclinical) in cows after calving. Supports postpartum recovery in transition cows.
• Calf's Choice Total 100 Colostrum powder product for newborn calf nutrition, providing passive immunity transfer from dams. Used by dairy farmers for calf health.
• BAXTER Dip Products Dip products for dairy cattle udder care and hygiene management.
• Alta PREG Fertility Expertise Service Professional consultation service on reproductive management for dairy herds, providing fertility expertise to dairy farmers.
• Alta VALUE SERVICES Educational and advisory services for dairy herd management improvement, offered to dairy farmers.
• Dairy Manager School Training program for dairy managers covering herd management best practices.
• AltaU Educational platform for dairy industry knowledge transfer and professional development for dairy farmers.
• BIESTINZAMELING Colostrum Collection Service Colostrum collection service for managing and utilizing cow colostrum resources on dairy farms.
• STIKSTOFSERVICE Nitrogen Service Nitrogen service for proper storage and handling of semen straws in dairy operations.

Quantifiable outcome

• Pregnancy Rate improvement of 5% can yield significant financial return in a 300-cow herd
• +3 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• URUScoreStrategic or Co-development PartnerURUS is a global cattle genetics cooperative. Alta Genetics is part of the URUS group, which includes Jetstream Genetics, Leachman, Peak Genetics, SCCL, TransOva, and VAS. This partnership provides access to a comprehensive genetics portfolio and shared research and development capabilities.
• NedapcoreTechnology or IntegrationAlta COW WATCH integrates with Nedap NOW cloud platform, enabling cloud-based data processing, large data storage, and extensive calculation capacity. This provides additional features including heat scores, health score status, fertility insights, and heat stress alerts.
• Jetstream GeneticsminorOthersPart of the URUS cooperative group of companies serving the dairy and beef industries.
• LeachmanminorOthersPart of the URUS cooperative group of companies serving the dairy and beef industries.
• Peak GeneticsminorOthersPart of the URUS cooperative group of companies serving the dairy and beef industries.
• SCCLminorOthersPart of the URUS cooperative group of companies serving the dairy and beef industries.
• TransOvaminorOthersPart of the URUS cooperative group of companies serving the dairy and beef industries.
• VASminorOthersPart of the URUS cooperative group of companies serving the dairy and beef industries.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• DeLaval: DeLaval is a large, established dairy equipment and farm-management solutions provider offering milking systems and herd management software that overlap with Alta's advisory and monitoring offerings as part of a broader farm-solutions portfolio.

Direct peers

• ABS Global: ABS Global (Genus plc) is a global bovine genetics provider selling conventional and sexed semen, embryo programs and reproductive services that directly compete with Alta's semen portfolio and Alta CONCEPT PLUS offering.
• Select Sires: Select Sires is a US-based farmer-owned cooperative providing dairy and beef genetics, reproductive services and fertility programs, directly comparable to Alta's genetic programs (G-STAR, FUTURE STAR) and on-farm fertility advisory.
• Semex: Semex is a Canadian dairy genetics cooperative offering AI semen, genetic programs (Immunity+, Elevate) and reproductive solutions that compete with Alta's Holstein/Jersey/Brown Swiss genetics programs and advisory services in international markets.
• VikingGenetics: VikingGenetics is a Nordic cooperative (Denmark, Sweden, Finland) offering Holstein, Jersey and Red Dairy cattle genetics with breeding programs and reproductive services, comparable to Alta's multi-breed portfolio and cooperative distribution model.
• CRV: CRV is a Dutch/Flemish dairy and beef cooperative offering bovine genetics (semen), herd management software (CRV Ugro) and on-farm services directly competing with Alta Genetics in the same Netherlands/Flanders territory and customer base.
• Cogent (Genus): Cogent, part of Genus plc alongside ABS Global, supplies bovine genetics, sexed semen and precision mating services across the UK and Europe, directly competing with Alta's genetic programs and Alta CONCEPT PLUS fertility-focused product.

Others

• Lely: Lely is a Dutch dairy farm automation provider (milking robots, feeding systems) whose Lely Horizon farm management software integrates with cow-monitoring sensors, making it an adjacent ecosystem player to Alta COW WATCH for dairy farm customers in the same region.
• Nedap: Nedap is both a technology partner (powers Alta COW WATCH's NOW cloud platform) and a competing supplier of cow identification, activity monitoring and dairy automation systems, so it functions as an adjacent enabling player in the same dairy-tech ecosystem.

Emerging players

• Allflex Livestock Intelligence (MSD Animal Health): Allflex (MSD Animal Health) supplies livestock identification, activity-monitoring sensors and data platforms for dairy and beef operations, competing with the Alta COW WATCH monitoring product on wearable and analytics capabilities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/altagenetics
• YouTubeyoutube.com/channel/UCvAgpNmcf2Lk-LKga7fhYaw
• Facebookfacebook.com/altagenetics
• LinkedInlinkedin.com/company/alta-genetics-nederland

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Alta Genetics Nederland