Genus ABS, the cattle genetics division of UK breeding company Genus plc, has launched NuEra Genetics, a new brand that encompasses all proprietary ABS beef breeding programmes, evaluations and indexes. The company says it will deliver differentiated and superior terminal genetics to boost the profitability of the beef supply chain. 

“ABS is continuing our strong tradition of innovation by using a science-driven approach to create genetics that are designed to optimise the efficiency, profitability, and sustainability of the beef supply chain,” says Matthew Cleveland, global beef product development director at ABS Global. He goes on: “NuEra Genetics is a pioneering effort to change the way we think about beef genetic improvement. We are using Real World Data to create products that are tailored to individual systems around the world.” Using this targeted approach, Genus ABS says it can deliver improved and validated genetics for traits that can enhance customer profitability. It suggests that NuEra Genetics is the next chapter in beef cattle improvement, and all its programmes, evaluations and indices will be under this brand.

The four objectives for NuEra Genetics are to: provide differentiated tailored beef genetics that meet the needs of diverse operations through unique genetic solutions; drive genetic progress and customer profitability via robust improvements; provide predictable performance by creating a more consistent product for the beef supply chain; and produce more value for the producer and others in the industry and supply chain by improving production efficiencies to drive down costs and improve sustainability.   

Jerry Thomson, ABS global chief operating officer – beef, comments: “Genus ABS currently has a strong beef genetics programme worldwide, and NuEra Genetics only adds to our offerings. We believe NuEra Genetics has the potential to add significant value to the beef industry globally. We’ve only really just scratched the surface and creating our own genetics to drive customer profitability will help us tap into many areas of growth opportunity.”