FOCUS ON
Innovation drives
Accelerated Genetics
What is Accelerated Genetics?
Accelerated Genetics, based in
Baraboo, Wis., is a global provider of
bovine genetics and research, reproductive
services and solution-based
animal health products. Its vision is to
be the forerunner in developing innovative
technologies and exceptional services
that will aid customers in achieving
their ultimate herd goals. Starting
in 1941, Accelerated Genetics, formerly
known as Tri-State Breeders
Cooperative, has grown from a small,
Upper Midwest cooperative to a global
marketer in more than 82 countries.
What is the co-op’s basic business
strategy?
While much of the industry has
undergone mergers and acquisitions in
recent years, Accelerated Genetics has
remained autonomous in a shrinking
market. It was one of the first in the
Artificial insemination (A.I.) industry
to follow a path of diversification. Key
business moves have included: 1977 --
Created an Animal Health Product
Division; 1988 -- Developed Genetic
Visions, Genetic Marker Research
Subsidiary; 2000 -- Unveiled Global
Alliance, a marketing and technology
exchange with European and Canadian
competitors; 2001 -- Joint Purchase of
World Wide Sires Ltd., a global marketing
network.
How is the co-op adjusting to a
changing marketplace?
The U.S. dairy industry is rapidly
evolving, as the numerous small herds
that once populated the Midwest, East
and West Coasts are being replaced by
larger operations that use economies of
size to modernize and stay competitive
in a volatile marketplace. This translates
into fewer decisionmakers, or
fewer potential A.I. customers. Fierce
competition among the five major A.I.
firms and a handful of niche semen
providers has challenged those left.
"Accelerated Genetics has risen
to the challenge by relying on its
internal strength: its people," says
Roger Ripley, CEO and President
of Accelerated Genetics. "Success
has come through customers willing
to share input, leadership willing to
listen and a team of aggressive employees
poised to implement new
ideas." In four of the past five years,
Accelerated Genetics has enjoyed double-
digit semen unit sales increases.
Value-added services and products
have assisted in keeping the company
profitable and growing, he noted.
Any recent capital improvements?
Recent capital improvements have
included the expansion of a semen distribution
warehouse, expansion of
semen processing lab and the addition
of a new 70-sire housing facility. All
were completed without incurring
additional debt.
How are you ensuring future
leadership?
The Young Producer Leadership
program was implemented in 1984.
This in-house public relations project
originally started as a "farm wife" program,
but within a couple of years
evolved to a different audience. Dairy
and beef producers under the age of 40
are encouraged to participate in both
leadership and extended-learning conferences
hosted around the Midwest
membership area. The Young Producer
Program is designed to help producers
develop friendships, build leadership
qualities and strengthen communication
skills through an educational supportive
network in a fun environment. The
obvious by-product of the Young
Producer program is the gleaning of
future leadership for the cooperative
delegate system. Currently, all 10
members on the board of directors are
products of the Accelerated Genetics
Young Producer program.
What major challenges
confront the co-op?
The biggest challenges in the cattle
business today are getting cows bred
and ensuring replacement stock will be
available in the future. Accelerated
Genetics is assisting in the education,
training and organization of sciencebased
estrus-synchronization protocols.
Providing labor assistance and
recordkeeping technologies will be key
to giving value-added services to the
basic semen purchase. Accelerated
Genetics is also an industry leader in
studying semen sexing technologies
that might prove commercially viable
in the very near future.
Future plans?
"Accelerated Genetics has staked
its claim with innovative ideas and
diversification to meet the needs of
customers today and into the future,"
says CEO Ripley. "Delegates, directors
and management are constantly
challenged to envision the future and
focus on products and services that
will make a difference to future customers.
Their enthusiasm for positive
opportunities in the industry helps to
mold the policy. We believe in our
motto: that innovation breeds excellence."
