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Senior Management


Huub te Plate was named the Chief Operating Officer in August 2017. He is a graduate of the agricultural university Wageningen in The Netherlands and conducted graduate work at North Carolina State University under Dr. Ben McDaniel. He began his career in the cattle genetics industry at Holland Genetics, and then joined Cooperative Resources International (CRI) in 2000. During his tenure with CRI, he managed the marketing of GENEX genetics through a network of distributors and owned businesses in more than 70 countries. Now, at GENEX, he aims to increase market presence, bring additional innovations to reality and forge close ties with cooperative member-owners.


Kristi Fiedler is the Vice President of Production. She leads and directs the livestock and laboratory operations. This includes the areas of bovine semen collection and processing, livestock management, and crop production. Fiedler has a bachelor’s degree in animal science from the University of Wisconsin-Platteville and a master’s degree in management from the University of Phoenix. Prior to her current role, Fiedler served the cooperative as the Associate Vice President of Technical Services. In that role, she managed a dedicated team of dairy herd consultants and oversaw the development of value-added programs such as the Calf MathSM, Sort-GateSM and G-MAPSM programs. 



Roy Wilson
is the Senior Vice President of Dairy Marketing, Sales & Product Development. He oversees dairy semen sales and marketing, consulting services and product development. Wilson received his bachelor's degree in animal science from the University of Wisconsin-River Falls. He earned his master's in dairy science from the University of Wisconsin-Madison. He then served as a University of Wisconsin Extension Agent. In 2005, he joined GENEX in the dairy genetics department working with research and assisting with marketing, following by a lead role in what was then the National Account Profit Center before accepting his current role.


Jeff Swenson is the Vice President of Beef Marketing, Sales and Product Development. Swenson is a graduate of Colorado State University where he studied animal science. He has also completed the Nebraska LEAD Program, an agricultural leadership development program. Swenson began his career with GENEX in 2009 as a sales representative and was later promoted to a sales manager position. In 2014, he was appointed to a position leading the GENEX Beef marketing and sales team. In 2016, he also given the role of overseeing beef genetic programming and product development. Swenson also runs a herd of Angus cows at his home in Morrill, Nebraska.