About Us

Phoenix Genetics will no longer operate as the marketing agent for Semex in the Australian Beef Industry. Rather, Semex has taken on the services of the Managing Director of Phoenix Genetics, Jim Bruce, as an employee, and he will apply his experiences and resources to the Semex Beef Program in Australia. For customers, it will offer an even better level of service than ever before with Jim now having the full support team of Semex Pty. Ltd. to assist in the role out of information, products and services as well as innovative new initiatives.

Semex P/L is the Australian distributor for The Semex Alliance from Canada. Semex operates in around 80 countries worldwide and have a history of excellence in the Australian cattle industries. While Semex has been lesser known for its beef business, Australian breeders are fast realising the power of their resources. Add to this the Charolais Optimal product from UCEF of France, marketing alliances with Australian breed leaders such as LAWSONS ANGUS and the Semex program is going places.

Please check our site frequently as information becomes available.

Our Mission

One of the biggest challenges facing the Australian livestock industry is improving the efficiency, quality and consistency of its end-products. Semex Beef aims to assist Australian livestock breeders to develop and implement more efficient, consistent and profitable breeding systems through the focused application of dependable, predictable and affordable genetics and associated breeding technology.

Staff

Semex has appointed Jim Bruce as their Beef Specialist in Australia, based in Albury in southern NSW, the heartland of the livestock industry in southern Australia. Jim Bruce, has almost 20 years' experience in the Australian stud stock and beef genetics industries. He is well-placed to advise Australian breeders how to incorporate the most relevant advanced breeding technologies into their operation, having travelled extensively throughout Australia, New Zealand, Canada, USA and Europe over the past decade.

Jim Conroy, General Manager for Semex P/L, has been involved in the beef genetics industry since the 1970's with some of the first importations of foreign semen. He is active in the Semex Beef business in Australia and NZ and is available to assist any customers.

All Semex P/L field staff are available across Australia to assist beef and dairy breeders. Please feel free to contact them in your local area for information and assistance.