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Senior Management


Kristi Fiedler
is the Vice President of Production. She leads and directs the livestock and laboratory operations at GENEX. 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. She went on to earn 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 bull 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, emphasis in dairy genetics and reproductive physiology, 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. He was then Associate Vice President for 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.


Chuck Dallas
is the Vice President of Diversified Programs and Services. He oversees organizational change management and the transportation department. He received a bachelor's degree in accounting from the University of Wisconsin-Eau Claire and a graduate of the Wisconsin Rural Leadership Program. He previously served as the Vice President of Finance. Dallas has been highly active in the community: member of Shawano County Comprehensive Plan Committee, board member for Shawano County Economic Progress, Inc. and director of the CoVantage Credit Union board of directors. In addition, he served as president of Junior Achievement-Shawano County, president of United Way of Shawano County and treasurer of the Shawano Country Chamber of Commerce.