The ‘Best Mate’ campaign launched by GENEX and URUS on October 4 at World Dairy Expo in Madison, Wisconsin, will target a number of Latin American countries including Uruguay, Brazil, Chile, Peru, Ecuador and with a particular emphasis on Argentina.
The new campaign is a successful outcome of the joint venture between URUS, GENEX and Genetics Australia that was formalised in 2023.
Speaking at the launch in Madison, Genetics Australia export manager Rob Derksen said Latin American countries mostly grazed their cattle in a similar system to Australia but didn’t know a lot about the success of Australian genetics.
“The only grazing systems many know about is New Zealand, but we feel our product is better suited to these regions as farmers use similar systems to Australia and rely on pastures plus supplements as the main source of feed,” he said.
Genetics Australia has started the push with recent exports to Chile and upcoming sales to Peru and Ecuador.
“This is our first international exposure of our Australian genetics as part of the joint venture,” Mr Derksen said.
“We believe there is a good market there with substantial room for expansion, particularly through the networks that have been created through the joint venture with URUS.
“Getting the most productivity from grazing systems starts with the right genetics and Genetics Australia is uniquely placed to help farmers in Latin America to breed a better grazing herd.”
Australian farmers Con and Michelle Glennen from White Star Jerseys in Noorat in south-west Victoria and Sandra Bacon from Brookbora Jerseys in Tennyson in northern Victoria also presented at the launch, along with Jersey Australia general manager Glen Barrett.
URUS chief operations officer Kevin Muxlow said the world needed a cow to do more with less to feed a growing population.
“We believe genetics are a key part of making a better cow and that better cows contribute to a better world,” Mr Muxlow said.
Genetics Australia has joined Jersey Australia and other Australian companies on a joint site at World Dairy Expo over the past three years.
Alta Genetics was also part of the URUS company and was part of the launch at World Dairy Expo. This was the first presentation of its type conducted by Genetics Australia at World Dairy Expo and featured video of Brookbora, White Star, Ravens Hill Australian Reds and Tesbury Holsteins.
Mr Derksen said the event created a lot of interest from multiple countries.
“We want the world to know that we achieve high productivity cows suited to diverse grazing systems that can go the distance with strong feet and legs, have excellent feed efficiency and are reproductively sound,” he said.
“Australian Genetics has a lot to offer and I’m sure as more counties experience how our genetics perform, we can expect growing demand.”
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