URUS was established to meet the needs of dairy and beef cattle producers around the globe today and far into the future.

As a holding company with cooperative and private ownership, URUS connects well-established agricultural organizations – Alta Genetics, GENEX, Jetstream Genetics, PEAK, SCCL and VAS. Each of these organizations has its own unique identity, products and services.

These companies provide cutting-edge genetics to accelerate genetic progress, customized reproductive service to maximize conceptions, dairy management information to take producers to the frontline of smart dairy farming, and an array of products and services to help the cow achieve her genetic potential. Put simply, these companies focus on the cow and her caretaker.

Yet, URUS is more than the sum of its parts. The URUS framework facilitates synergies between its companies – synergies that will drive new developments. The size and scale of URUS also contributes to significant investment in research and technology. URUS will build the tools, products and genetics that cow caretakers will need for the sustainable, productive and profitable herds of tomorrow.

Count on URUS – and its companies – to be in it for the long term. Count on URUS to invest in the products and services that will enhance producers’ abilities to be successful in effectively and efficiently feeding the world.

Agriculture & Farming

URUS Group

URUS Group's headquarters in Madison, WI, United States

This department focuses on enhancing and innovating the beef value chain and new product development.

Beef Development

This department focuses on planning and executing digital marketing strategies to enhance brand presence and drive engagement in the LATAM region.

Digital Marketing

Description: The Leadership Team at URUS Group is responsible for steering the strategic direction and overall vision of the company. This team manages and coordinates between various functions such as digital strategy, information technology, operations, marketing, finance, and human resources. By leveraging the strengths and synergies of the affiliated organizations under URUS, they aim to drive innovation, investment in research and technology, and ensure sustainable growth for dairy and beef cattle producers globally.

Leadership Team

The Development and Sales team at URUS Group is instrumental in driving business growth and expanding market reach. This team is responsible for identifying new business opportunities, developing global and regional sales strategies, and managing customer relationships. They also provide technical support to ensure product efficacy and client satisfaction, especially in emerging markets like Africa. By fostering synergies between the various URUS companies, they contribute to innovation and the development of cutting-edge genetics, reproductive services, and dairy management solutions.

Development and Sales

The Human Resources Team at URUS Group oversees talent acquisition, employee development, and HR technologies to ensure the effective recruitment, training, and retention of skilled professionals. They implement strategies to attract top talent, enhance employee capabilities through development programs, and streamline HR operations with innovative technologies. Their collaborative efforts support the company's mission to enhance productivity and sustainability in dairy and beef cattle production globally.

Human Resources Team

This department oversees sales strategies and manages the sales force to drive revenue growth.

Sales Management

The Finance and Administration team at URUS Group is responsible for managing financial planning, budgeting, and reporting to ensure the company’s financial health and compliance. This team oversees the administration of corporate finances, provides essential financial insights to drive strategic decisions, and ensures the efficient allocation of resources. Additionally, they manage financial risks and support the various agricultural organizations under the URUS umbrella in aligning with overall corporate financial strategies.

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Other teams

Digital Marketing

Leadership Team

Development and Sales

Human Resources Team

Sales Management

Finance and Administration