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There are very few who have looked at dairying in the first decades of the 21st century and then decided that it was a good time to start something new.  Few or not, that was the decision arrived at by Patrice Simard and Alan Bryson because as they saw it. “Industry priorities seemed outdated for the direction that the international marketplace was heading.”

One Size Didn’t Fit All. For Bryson and Simard It Also Didn’t Fit the Future!

In 2008 Bryson and Simard had the courage of their convictions to make the next move. They formed Trans-America Genetics or TAG as it is widely known five years later.  This new kid on the AI block was different from the others.  “Here was group of forward thinking breeders who were united to become the TAG Partners.  It was formed from an “unusual partnership” rather than the more common coop setup. We would win or lose together.” It was a bold no guts… no glory move but already the founders felt empowered. “Forming the partnership was a big challenge but it also represented the first success for TAG.” Founded on partnership, it isn’t at all surprising that Patrice’s life partner, Natalia Rodrigues, is also a business partner. Indeed the teamwork of the TAG President, Patrice, and Vice-President, Natalia, is the ultimate real-life example that shows how sharing the burdens of business and supporting each other are at the very heart of this new undertaking.

Ready! Set! Start UP!  TAG is into Game Changing!

“TAG was created to provide options that weren’t available in the market”   asserts Patrice who envisioned a framework that would provide realistic opportunities for breeders to make new choices. Today, with five years under its belt, TAG has the perspective to look back and gauge how well that vision has been implemented. “TAG has devoted our attention to helping dairy enterprises become more profitable through genetic selection and focus on quality products.” That attention has been successful for TAG. “Our unique philosophy of partnering for success is the “raison d’être” or reason for being that provides the foundation that Trans-America Genetics is building upon.”

“Success is a Whole Team Relationship”

TAG had a special vision in assembling an exceptional team as well. “It was imperative right from the early stages for the company to surround itself with quality people.” From the outside looking in, the uniqueness of the TAG team is readily apparent. First there are their varied backgrounds including American, Brazilian, French, French Canadian, English Canadian, and Cuban. Then there are the qualities they all possess: energy, passion, enthusiasm and commitment.” The entire team loves to demonstrate those qualities that have grown the vision and makes TAG partnership a reality for each partner, client and staff person!!”  Patrice sums up the learning curve of the first 5 years. “The most important lesson has been the value of relationships. Every success at TAG has been the result of relationships earned throughout life and treating those people with honesty and integrity.”

Seagull-Bay Miss America
One of the early stars of the TAG embryo and female program

The Global Game Starts “Now!”

Whether you’re looking at five years or fifty years, it’s easy to see that progress is not a straight road from start to finish.  When you throw genetics into the mix, you can be sure that there will be ups and down and sometimes even high speed. Patrice confirms how this impacted TAG. “The situation in the international marketplace demonstrated a need for a company with a focus on different priorities.” Having said that and recognizing that profitability is the ultimate goal for everyone regardless of their place in the dairy industry TAG was prepared to evolve into a more fluid business that could include multiple and varied options.  Simard is happy for the success of that model. “The international market ratified the ideals of TAG and demonstrated their support by the speed in which the markets developed and multiplied.”

Moving At the Speed of the Marketplace

The speed of change is the new reality of the dairy industry regardless of what country you are in and it can be a factor affecting everything says Patrice. “Speed has definitely been the biggest surprise!  If we look at the original business plan things have been bigger, better and faster than we ever imagined. The number of bulls we have marketed, the number of distributors in place and international influence achieved, five years in business we are at a very different place than what the original business model projected.”  Being able to evolve was important. “Our growth in developing business plans and financial models has increased exponentially.”  There are new questions and the need for new and better answers on a daily basis! For this young company change is no longer on the horizon it is here!

Putting the Genomics Pedal to the Metal

Nowhere is speed more apparent in the dairy world than in new technologies such as genomics.  TAG feels their growth has been similar. “We have exceeded our goals in every way.  We can look at TAG as the marketing parallel to how genomics has impacted the industry.” Nevertheless he remains clear sighted in his assessment of this new tool. “Genomics has brought many benefits. However, it also brought a current period of instability, due to the speed with which it impacted dairy breeding.” While technology can pave the way, it is not without its speed bumps.


TAG Success Growing by Leaps and Bounds

It is always reassuring when a new company successfully reaches five years. Patrice reports that there are many great successes stories that started right from the beginning. “One big success came with the August ’09 proof round. It was an incredible round for TAG and a turning point for the young company.” If TAG was writing a book about success the title would be “Domain, Domain, and Domain!” Simard explains, “Domain received his first genomic profile and ranked 3rd in the population for GTPI!” From there success continued on the sales front. “Sales have doubled every year for the past three years.  The company has had to expand the management team to respond to the every-increasing interest!” Looking back at goals set by the partnership the glow continues as Patrice points out an exceptional exploit for the young company. “In 2012 the milestone of one million doses of semen produced was reached.”

TAG is All About “Now You See Us!”

In a hugely competitive marketplace, where the danger can be that everyone looks like everyone else, TAG has had success in creating innovative marketing platforms. “TAG has managed or co-managed 4 sales to date for combined gross revenues of over $10 million dollars.” Those were profile raising opportunities to follow Domain’s success.  “The great success with Domain permitted TAG to contract a few more important sires and start moving ahead exploring possibilities abroad.” Of course, whether it’s sales, semen or sires you’ve got to have visibility to the consumer and part of that is in how you brand yourself. Patrice is proud of this growth area as well. “TAG’s distinctive marketing style became quickly recognized. Whether it was modern ideas for ads, clothing or new views for photos, breeders are vocal in their appreciation of TAG’s marketing products.”

TAG Game Plan = Continuous Transparent Collaboration

It doesn’t matter what stage your company is at there is never a time to say, “There! We have done enough!”  For TAG who began with the goal of impacting their partners’ success by providing something different, the challenge is ongoing. “The TAG philosophy means working with farmers to develop profitable genetic strategies for their herds.” In these first years market reaction has been favorable but there is always work to do. “TAG feels that as a company which from the start believed in genomics, they have a responsibility towards dairymen to help them understand the developments and possibilities that genomics bring to them.”  There are always new concerns. “Fertility has become one of the greatest impediments to commercial farm profitability and TAG’s objective is to put the focal point on fertility and health traits.

Wrong Way. Right Turns.  Quick Response

Of course, with growth come both challenges and opportunities.  Looking back is always easier than looking forward. “The original TAG model was based on having products to distribute which never materialized.” This could have meant game over but the TAG partnership is always prepared to respond to new issues. “We had to accelerate the search and development of our own products” Having the flexibility to change proved to be a key. “Change was quickly implemented. The original business model was to grow from a domestic oriented company towards international distribution.”  The speedy success in the international marketplace inspired a new direction.  By continually building on their goal of meeting the needs of particular breeding operations, TAG is confident that they will gain in the Canadian marketplace too. “The domestic market hasn’t been as receptive to the TAG philosophy probably due to the difference in the commercial dairy industry here in Canada.” TAG continues to be unique even when facing challenges. Many start-ups focus intensely on growth, sometimes to a business-ending fault.  “For TAG the focus now and in the future is based on the needs of the customer and then on follow-through. The only thing that will never change at TAG is the core belief of integrity and transparency towards partners and clients.”

The Bullvine Bottom Line

As TAG continues to innovate and make their mark in the dairy genetics industry, they have encouragement for others. “Ideas are important but TAG has learned that courage is the main ingredient for success. The courage to go forward with your ideas, the courage to face adversity, the courage to admit that you need to modify the plan and the courage to launch the next idea.”  Congratulations and High 5s all around. When it comes to dairy passion, enthusiasm and commitment “TAG You’re It!”


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top13of2013In an industry where a few major players dominate the world market, it can be very intimidating for new participants about to enter the marketplace.  I can still remember working with David Eastman and Albert Cormier when they launched GenerVations.  At that time, there was no such thing as genomics, and even though we had the #1 LPI sire, Champion, we still took a lot of heat about the reliability of his proof.  However, I learned then, as I know now, fortune favors the bold.

Fast forward 12 years and things have significantly changed.  Genomics has leveled the playing field.  Any company can market their genetics with the same level of confidence as those of the large A.I. companies.  For years everyone has talked about how, in 2013, the A.I. industry would change drastically when new players enter the sire sampling market, as a result of breeders being able to sample their own bulls.  However, the reality is changes have already started.  Since the introduction of Genomics back in 2008, there have been four significant players enter the A.I. business:  AI Total, DairyBullsOnline, Jetstream Genetics and Trans-America Genetics (TAG).  They have all made a significant impact on the A.I. industry in a short period of time.  Each has gone about their strategy in a different way but each has had their own level of success.

The AI Total Story

Since partnering with AI Service Zuid-West Friesland (A company that provides insemination services for Dutch dairy farmers) in 2010 Jan De Vries and the AI Total team have been very aggressive.  Many years in the embryo business (Diamond Genetics and Eurogenes) have provided them with a base of marketing operations that has served them well (Read more: EUROGENES: You Love It.  They List It!).  Looking to service the producer market, AI Total looks to produce productive, functional, healthy and sustainable cows.  For De Vries this means looking at sires that excel in traits such as calving ease and DPR, while not being too large in size for the environments in which they are housed.

At the moment AI Total owns about 15 to 20 bulls that are housed in Europe, and carry sires from GenerVations, Jetstream Genetics and others.  A highlight of their current lineup is Hood MOM Emmet, the Man-O-Man son from Tramilda-N Baxter Emily VG-2yr, the dam of the popular North American sire Epic.  His 2nd dam is Wabash-Way Evett-ET (VG-86, 2y) who is a Shottle daughter, out of Crockett-Acres Elita-ET (VG-87 DOM 2*) and followed by nine VG or EX dams.  Emmett sires cows that are not too big, transmit favorable components and have strong fitness traits.  These are all heavily sought after by producers around the world.

In an industry that requires bold moves to be successful, De Vries and his team are not afraid to make them.  By working in many different aspects of the dairy genetics marketplace, Diamond Genetics/Eurogenes and AI Total are able to stay ahead and be trendsetters instead of followers.

The DairyBullsOnline Story

Starting out in the R&W market but getting sold on polled, Bryan Quanbury and Roy MacGregor have been extremely aggressive in developing DairyBullsOnline (Read more:  They’re Sold Polled).  They are promoting polled genetics as the solution that saves labor, reduces stress and improves consumer image.  “We know the breed will not be polled in 10 years, but we believe in 10 years bulls that transmit the recessive horn trait will be very hard to market.  Today there are about a dozen polled bulls over 2000 GTPI.  Next year that will double.  We expect that trend to continue for some time.”  Bryan Quanbury and Roy MacGregor.

By leveraging technology both on the web through its marketing and social media platforms as well as by using technology for shipping semen internationally DairyBullsOnline is able to operate at much higher efficiency.  This enables them to pass benefits back to the producers and breeders that they source their genetics from (Read more: A Wake-Up Call to All-A.I. Companies).

Despite what they lack in market share, they are able to attract unique genetics through offering seed stock breeders a much higher royalty percentage.  A great example of this is the sale of Kulp-Dale Golden PP-Red semen for $10,000 a dose, where the proceeds went straight to the breeder (Read more:  $10,000 a Dose Polled Semen).

MacGregor and Quanbury have not been afraid to blaze their own trial.  Not worrying what others would say about them, they have had a clear vision and have executed their plan very effectively.  They knew polled before polled was cool.  Being trend setters has it’s rewards, as anyone looking to get into polled in a significant way will certainly have to take a serious look at DairyBullsOnline and the trend setting moves they are making.

The Jetstream Genetics Story

With the arrival of Genomics, Jeff Butler and the ownership team at Jetstream, saw the opportunity for small AI-organizations that focus on top genomic genetics.  Having already heavily invested in some of the top genomics females in the world for his Butlerview operations, Butler already had a source of some of the most elite genetics in the world (Read more: Exciting Times For Butlerview).

Established in April 2012, theirs is the shortest story of these four bold, world-changing companies.  Nevertheless it has certainly been a very eventful one fourteen months.  Roger Turner, Sales and Genetic Manager for Jetstream Genetics, reports that it has exceeded expectations (Read more: Turner Moving Genetics Forward at Jetstream).

At the moment, Jetstream has about 15 bulls that are housed in Wisconsin.  Turner, a 15-year veteran in the AI industry, expects that number to increase by about 15 bulls per year.  A highlight of the Jetstream lineup are the Cash brothers, Farnear Cashcoin and Cashmoney, sired by the now popular proven sire Observer from MS Chassity Goldwyn Cash VG87 2yr, who is out of the 2012 Golden Dam Finalist Regancrest S Chassity EX-92 (Read more:  Regancrest S Chassity – 2012 Golden Dam Finalist).  Other popular sires include Colt 45 RC who is the top available type polled sire in the world.

Similar to AI Total and Diamond Genetics, Jetstream and Butlerview partner to be a complete genetics company.  In the Butlerview program, there are some of the most well-known cattle in the world, including the extremely popular show cows REW Happy Go Lucky and Cookview Goldwyn Monique.  Jeff Butler is definitely not afraid to make bold moves.  He has put his money where his mouth is and is blazing new trails in the dairy cattle genetics marketplace.  A clear example of this is how Jetstream is leading the way in online semen ordering (Read more: New sires available on easy to use Jetstream online order system).

The TAG Story

Of the four new AI companies profiled here, Trans-America Genetics (TAG) is certainly the oldest of the group, with their first sires already receiving official daughter proofs.  The road has been an interesting one for Patrice Simard and the TAG team.  Since starting TAG with Alan Bryson almost 5 years ago, there have been ups and downs, but the hard work is starting to provide dividends for all involved in the journey

Indeed the highlight has to be the success of Ronalee Toystory Domain.  Domain is the Toystory son that was among the top Genomic sires in the world for a long time and has now successfully transitioned into one of the top daughter proven sires.  This achievement is very important for a young AI company as breeders watch to see how their genetic programs turn out.  Success like this has positively helped TAG grow in the international marketplace (Read more: TAG Continues to Grow on the International Scene).

Talking about genetic programs, TAG is another company that has the complete genetics marketplace covered.  However, unlike the others, TAG does it all under one brand and has been well-rewarded from the great publicity this has received.  Many of their Genomic Giants Sales rank at the top of the yearly sales lists (Read more:  The 2013 Genomic Giant Sale was a Giant Success!).

Aggressive and energetic does not begin to describe the team at TAG.  They have had to weather the trials and tribulations of starting a business and investing your heart and soul into it, but the rewards are starting to pay off as the TAG brand is catching the eye of breeders around the world.

The Bullvine Bottom Line

Starting an AI company is not an easy task.  It takes years before you receive your first daughter proven sire, and distribution can prove to be a nightmare. Add to that the fact that you`re under a microscope as everyone is judged each move you make.  In order to get ahead, you have to be bold and aggressive. Anything else will result in failure.  Fortunately, for these four AI companies, their progressive moves are turning heads and putting good fortune boldly in their path.


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The Bryson family of Ormstown, Quebec are following their dream of growing Bryhill International Genetics into a leading dairy breeding operation.

Of course, expanding a farm and growing a family business can be both rewarding and challenging at the same time. Matthew and David Bryson take a moment to look back and consider how far they have come. “The past 6 years have led us to change our breeding philosophy completely, while gearing up for a large commercial dairy environment.” As the Brysons share how they made the necessary changes, Bullvine readers have a perfect opportunity to look at 10 big steps taken by Bryhill International Genetics as they follow their dream.

1. THE FOUNDATION:  Start with the Right Team

The principle of building on the foundation of a great team is the basis of success for sports and business. The team members at Bryhill are Lynn, David, Stacey, Matt, and Sarah. Jason Bryson, a cousin, is also a very important employee involved throughout the farm activities and specifically the nursery where the new calves and high end genetics get their start. A brother, Alan, helps analyze breeding decisions and investments for future genetic orientations. It takes commitment and a shared vision for the future.

David, Lynn and Matthew Bryson at the original homestead

David, Lynn and Matthew Bryson at the original homestead

2. LEADING EDGE IDEA. Make it Work.

David and Matt Bryson describe the motivation behind Bryhill International Genetics. As a founding member of Trans America Genetics, “B.I.G. was used to set focus and aim at identifying, acquiring and merchandising breed leading genetics with a specific focus in mind. The move to a large freestall, the need to adapt to the changing technology (genomics) and the need to be more efficient, means that every decision we have made has led to aggressive moves so as to be better positioned for the future in order to have a business that would move easily into the next generation.” A successful, sustainable family dairy business.

3. FAMILY MATTERS. That’s Where We’re Going.

Every big dream starts with little steps.  There are many variables that impact decisions.  This was definitely the situation facing the Bryson family. “The expansion was prompted by a few different things. First, the business needed to support two families. Second, the previous site had limitations due to highway, rivers and town in close proximity. Third we wanted to offer a working environment that facilitated high volumes using efficient methods therefore allowing quality time with our families and preparing ourselves better for the future.”

4. GROWTH IS A GIVEN.  Build More.

With growing clarity on where they needed to be, Bryhill got down to the actual building. Matt says, “The latest expansion is now complete. There are now two main dairy barns of 105’ x 475’ and a hospital, close-up barn of 75’ x 250’.The milking parlour is a double 16 allowing for more expansion and high flow as well as a calf barn with automatic feeding, just off the milking parlour. We currently milk 300 head and plan to keep growing the herd with the most efficient genetics possible.”

Innaugural feeding in Bryhill's new facility

Inaugural feeding in Bryhill’s new facility

5. A WORLD VIEW: Key in On It

Great product and facilities would be nothing, if it wasn’t meeting the demands of the marketplace.  Dave clarifies the Bryhill philosophy. “We have identified the high GTPI, NM, Polled segments as our key markets. These are to us the markets which shall develop the highest demand for the commercial dairy farm and meet over 95% of world market needs.”

The number one GTPI polled heifer of the breed, Bryhill One Sassy P. Potentially the best heifer ever bred at BIG.

The number one GTPI polled heifer of the breed, Bryhill One Sassy P. Potentially the best heifer ever bred at BIG.


Growing a successful dairy business always boils down to the cows that produce the milk, the genetics, the buyer interest and the bottom line financial success.  The Brysons share which families they have introduced, “The cow families that we are working with are Sizzle P, Planet Lucia, Chart Topper,  Shottle May, Converse Judy, Allen Dragonfly, Brocade, Baxter Carmel, Cosmopolitan,  Adeen, and Dreary.” Here too there is a great deal of thought that has gone into the selections. “These are all cow families that have proven their abilities to make extremes. Breed changers we like to call them.” BIG changers!!

7. GENOMICS. Go for it NOW.  

There is no hesitation at Bryhill International Genetics when it comes to using Genomics. “The top sires we are using are 100% genomic. Leading genomic sires will remain among the top of the breed regardless of rank.” That is important to the Brysons. “This gives us an advantage over the longer run as we shorten generation intervals and increase genetic gain.” Again it is no surprise to hear them say, “We aim to remain among the forerunners.”

8. GENOMICS. The Game Changer.

When you’re developing an international company that is relevant and sustainable you have to evolve with the modern marketplace.  David recognizes the impact of genomics. “Genomics has significantly changed the way we do business. It has made us realize the value of cattle and breeding. While we still enjoy solid conformation, it has created more objectivity in our decisions and, we look more at what that individual will potentially transmit. We take pride in making these top females available and in fact it has also helped our merchandising.  New progeny become recognized on objective, public top lists that are accessible to all. This has led to great contacts and marketing opportunities.”

9. CHANGE IS HERE. Be Part of it 

Matt confirms this viewpoint. “The marketplace will change according to changes in market demand and technology. Consumers will play a huge impact and animal welfare will play a part too.” Dave highlights another game changer. “The polled gene has been a big part of our change as we see this becoming a standard!”

De-Su 199 Chart Topper" In partnership with TAG, Bryhil purchased Chart Toppers 1st Choice Numero Uno daughter for $79,000 at World Classic Sale 2011

De-Su 199 Chart Topper
In partnership with TAG, Bryhill purchased Chart Toppers 1st Choice Numero Uno daughter for $79,000 at World Classic Sale 2011. Chart topper is a Watson x Pine-Tree Missy Oman Miranda VG-86 x Wesswood-HC Rudy Missy EX-92 3E GMD DOM x EX-90 GMD DOM x VG-87

10. GET GOOD ADVICE. Grow With It

Despite their relative youth, the Bryhill team knows the value of good mentors. “ TAG has been an influential entity in our genetic development,” say the Brysons. They admit it is tough to offer advice to others but know that their experience could help others who are interested in expanding their genetic marketing strategies. “Two things come to mind.” say the Bryhill team. “It’s hard to go wrong with high genomics from top cow families.”” Try to identify where the market is going.” “This is not easy but it is doable.”


When you want to know what makes the BIG difference, it really is clear what is working for the Bryson family and Bryhill International Genetics.  They take many small steps consistently and persistently. They are following their dream and obviously are ready to make a mountain out of Bryhill.  That’s the B.I.G. difference.




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Semex – The Rise and Fall of a Semen Empire

Friday, December 14th, 2012

I have seen men who once screamed EBI green turn to the dark side.  Men who used to bleed WOBI blue now openly criticize the organization that was the epitome, half a century ago, of everything Dairy in Canada.  The Semex Alliance that once dominated, no longer owns the Canadian marketplace.  There is criticism from within.  How did the organization that once defined the Canadian marketplace lose control of it?

I’ll establish my personal allegiances before the hate mail commences.  I grew up with the belief that the Canadian cow was the best in the world and that the Canadian dairy cattle improvement system was second to none.  This was so heartfelt for me that I have the Holstein Canada logo tattooed on my chest.  I believed that the likes of Moe Freeman, Roy Snyder and George Clemons were super heroes who could leap tall buildings in a single bound.  At that time, there was leadership, teamwork and cooperation that pulled differences together for the common good.  Today?  Not so much.  (Read more – Select Sires vs. Semex – A contrast in cooperatives) The reason for this decline and fall has gradually kicked in for me.  When Doug Blair and Alta Genetics decided to purchase Landmark Genetics, the foundation of what was Semex and the partnership and cooperation that made Canada great, started to crumble.  That was the first crack in the cooperation and teamwork that had lead Semex and Canada to global prominence.  Later, when GenerVations, a stud other than Semex, had produced the #1 sire (Calbertt-I H H Champion) in Canada that further ate away at what was the core of Semex.

Canadiens vs. Nordiques

As I was thinking about this a situation came to my mind.  Like most Canadians, I am a huge hockey fan and I am reminded of what has been the downfall of the once mighty Montreal Canadiens.  The Canadiens once had it all. They had hockey dominance all to themselves, just as Semex had controlled the Canadian marketplace.  However, in hockey, when the WHA launched, one of the first steps made by the Nordiques was the hiring of the Canadiens legend, Maurice Richard, as their coach.  It didn’t work out – the Rocket’s personality was no fit at all for the job and he lasted a couple of games.  However, the strategic move of his signing was a golden one that set a precedent, much like Blair’s and the leadership team at Alta Genetics.  There was now another option in Canada.  Hockey fans had a choice.

The other part that I think is even more telling for the Semex fall from dominance is that they no longer always had the best Canadian product.  This compares to the Canadiens having to give up their territorial exemption in 1970.  You see in the days of the Original Six, the Canadiens had all but exclusive rights to any junior player in Quebec.  That singular grasp over one of the greatest sources of talent gave the Canadiens a significant advantage in assembling talent.  It was as if they were starting every poker game with an ace in hand.  Semex had a similar success story.  But when GenerVations had the #1 LPI sire, there was a clear message that Semex was not the only option. Even today GenerVations works at showing breeders there are other options (Read more –$750 Dollar Semen! Are you crazy?).  Even in Quebec with the great work Trans America Genetics (TAG) is doing they are not even the only option in the hockey and genetic heartland of Canada.

Furthermore, today’s generation of active breeders hasn`t grown up with Semex as the impenetrable force.  There was a time when merely uttering a negative thought about Semex was considered high treason.  But think about how things have changed. Through MACE, Genomics, social media and a globalizing of the marketplace, today’s generation of breeders has not known Semex Sires as the only super stars.  This is the same as today`s Quebecois growing  up with the likes of Mario Lemieux, Ray Bourque, Luc Robitaille, Vincent Lecavalier, Martin St. Louis or Martin Brodeur not wearing a Canadien’s jersey.  Even one Canadien who did rank among them, Patrick Roy, demanded a trade out of Montreal.

The Bullvine Bottom Line

Semex’s superior place in Canadian and global dairy cattle breeding history remains almost unequaled.  However, that position is less secure today than many would like to admit.  I am not saying they can’t regain prominence or even be a major global player.  What I am saying is that we all need to remember that cooperation is what made Canada great in the first place.  All players working together will build a product that is greater than the sum of its parts. That is what made Canada great and that is what will help Canada rise back to the top of the genetic empire.


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