Semex appoints new beef specialist
Jim Bruce
Jim Bruce

Semex Pty Ltd has announced the appointment of one of Australia’s leading beef genetics marketers, Jim Bruce, as its Beef Specialist.

Based in Albury, Mr Bruce will be responsible for promoting and marketing Semex beef genetics throughout Australia and internationally. He will work directly with beef producers, as well as the Semex distribution network.

Mr Bruce said although Semex was best known for its range of dairy genetics, it had dramatically expanded its presence in the global beef industry in recent years.

“Most artificial breeding organisations source semen only from their own country, whereas Semex sources its beef genetics from seven countries and markets it in more than 40 countries,” he said.

“The company now has a depth of high quality sires across all the major breeds, including Angus, Charolais, Simmental, Limousin and Hereford. A new alliance with Ultimate Genetics in the United States means we now have access to top American genetics, including tropical breeds such as Brangus and Brahman.

“More recently, Semex has been appointed the Australian distributor of semen and embryos from Lawsons Angus, which will further strengthen our Angus line-up.”

Mr Bruce said the Semex balanced breeding philosophy, which aims to produce a combination of product performance and conformation to maximise lifetime profitability, was just as relevant to the beef industry as it was to dairy breeders.

 

 “Clearly we’re looking at production aspects such as carcase quality – and Breedplan is a vital component of that – but Semex has always also focused on the importance of cow quality and families,” he said.

“We would much rather help our customers to develop the next generation of great cows than just aim for the next steer or bull sale. Good cows will have good calves but not many bad cows have good calves.”

Mr Bruce, 42, has been working in the beef industry for two decades. For the past five years, he was Managing Director of Phoenix Genetics, an Albury-based artificial breeding company that distributed Semex beef genetics in Australia.

“One of the things that really impresses me about Semex is its tremendous reputation for quality, customer loyalty and team spirit,” he said. “This reputation is well-deserved and is the envy of the industry.”

Semex General Manager, Jim Conroy, said Mr Bruce’s appointment would further accelerate the company’s rapid growth in the beef industry. “Jim is the most experienced beef genetics representative in Australia and we welcome him to the Semex team,” he said.

“He has an extensive knowledge of Australian, North American and French genetics, an excellent knowledge of cattle and a strong following of customers Australia-wide. His appointment will allow Semex to further expand our beef business, both here and overseas.

“There are four major players in the Australian beef genetics business and we’re equal to any of those in terms of our market share, growth and development. Now we are aiming to be the best.

“There is so much opportunity in the beef industry, particularly now that it has been raining. We see great potential not only in the registered sector, but with commercial producers who are increasingly adopting artificial breeding technology.

“We are also working hard to pursue export opportunities for Australian beef genetics. In recent months, we have exported Australian beef genetics into Canada, the EU, parts of Latin America and throughout South East Asia.”

Semex Pty Ltd is the exclusive Australian distributor for the Semex Alliance, the world’s largest livestock genetics organisation.