Geno has formed a new partnership with JMC Genetics to expand access to Norwegian Red genetics in the UK. The collaboration brings together Geno’s experience in developing balanced, commercially focused dairy cattle and JMC Genetics, a company created by Tithebarn Limited, a long-established UK livestock nutrition business that is building a strong position as an independent genetics’ provider.
Demand for Norwegian Red continues to rise as more farmers prioritize fertility, health and long-term efficiency. The partnership will make these traits more accessible while giving producers practical support tailored to different production systems.
Ton van de Goor, Global VP Sales at Geno, said the agreement reflects Geno’s ongoing commitment to dairy producers.
Herds are increasingly looking for cows that deliver consistent fertility, robust health and reliable economic performance. Norwegian Red meets these needs. JMC Genetics has a clear understanding of what commercial dairies expect from modern genetics, and we are pleased to work with a partner focused on practical, proven results. - Ton van de Goor
Norwegian Red will become part of the expanding portfolio offered by JMC Genetics, supporting Tithebarn’s wider strategy to provide farmers with more choice and independent, data-driven breeding guidance.
Chris Stone, Genetics Director at JMC Genetics, said the collaboration strengthens the company’s ability to meet the demands of a changing market.
Farmers want genetics that work on the ground. Norwegian Red offers a strong combination of fertility, health and efficiency that is well suited to UK herds. Working with Geno allows us to provide solutions with a well-established track record on commercial farms. - Chris Stone
The partnership was formally announced on 4 February 2026 at UK Dairy Tech, where Geno and JMC Genetics are meeting producers and sharing insights on breeding strategies for resilient, productive herds.
About JMC Genetics
JMC Genetics was created by Tithebarn, a livestock nutrition company established in 1935 and known for supplying mineral and protein supplements, animal health products and forage enhancers across the UK and overseas.
The launch of JMC Genetics in 2026 marks a strategic development for Tithebarn at a time of consolidation within the artificial insemination sector. The division offers dairy and beef-on-dairy genetics along with independent breeding advice designed to give farmers greater choice and flexibility.
