GENEX Brand Goes Global

8 janvier 2018

SHAWANO, Wisconsin — GENEX will begin marketing dairy and beef cattle genetics across the globe
under one brand name.

Previously the organization’s cattle genetics were marketed under the GENEX brand name within the
USA and Canada, while the same products were distributed globally by Cooperative Resources
International (CRI) – the parent company of GENEX.

“As we begin this global branding initiative, for the first time all dairy and beef producers around the globe
will know and refer to this organization as GENEX. This change to one uniform global brand will enable
us to better serve all our customers, incorporating our value-added programs and communications across
borders,” explains Huub te Plate, who oversaw CRI international marketing for more than 15 years before
being named GENEX chief operating officer in August 2017.

“In this transition, our customers outside the USA and Canada – whether purchasing our products from a
GENEX-owned entity or our network of distributors in more than 65 countries – will continue to receive
the same high-quality semen from both a fertility and genetic perspective that they have thus far from
CRI,” adds te Plate. “The GENEX product continues to be produced according to the same stringent
standards by the same professional and experienced staff.”

This transition to one brand will create synergies as producers all over the world will be served by one
organization with one overall purpose: GENEX is the trusted provider of world-class animal genetics,
progressive reproductive solutions, value-added products and innovative services to members and

This transition is the next step in the GENEX brand evolution which also included rebranding and the
unveiling of a new logo in December 2016.

For more information about GENEX, visit

GENEX is the trusted provider of world-class animal genetics, progressive reproductive solutions, valueadded
products and innovative services. As a cooperative business, GENEX serves members and
customers - dairy and beef cattle producers - across the world. GENEX is part of Cooperative Resources
International. For more information, please visit