Glen Behl, now CEO-COO of Genesus Genetics Technology Inc., has ignited a bold global revival in the swine genetics industry. Since stepping into the role in early 2025, he’s re-established the company’s global presence in both swine and semen sales and launched packaged Genesus pork products in partnership with Cold Country Pork—products that sold out immediately. Under his leadership, the overarching identity of True North Genetics—the company’s branding for its generations-long expertise in non-GMO reproductive efficiency, growth, feed conversion, disease resilience, and carcass quality—is gaining new traction.
This marks more than just a leadership change—it’s a reinvention, rooted in performance, credibility, and producer-first values.
What inspired you to take the helm at Genesus during this pivotal reopening—and what does this new chapter mean personally for you as a fresh start?
Stepping into this role is both a professional responsibility and a personal honor. Genesus has a long-standing reputation in swine genetics, and the opportunity to help guide the company into its next chapter was deeply compelling. With my background across the food industry (particularly in protein and logistics), I see tremendous potential to strengthen the link between genetics, production, and the final eating experience. For me personally, this represents a fresh start, utilizing the existing world class genetic program and innovating further. It’s about carrying forward the best of our heritage while embracing change with clear direction and purpose.
How do you envision the dual brands—Genesus Genetics Technology and True North Genetics—working together to redefine the company’s direction and values?
The strength of our organization lies in the fact that each brand brings something unique to the table. Genesus Genetics Technology continues to represent world-class swine genetics, research, and innovation, helping producers achieve consistency, efficiency, and profitability. True North Genetics, as our parent organization, provides the strategic vision, leadership, and investment framework to ensure we deliver on that promise in a disciplined, long-term way. Together, they create balance: a company rooted in proven science and operational excellence, but also adaptable, transparent, and forward-looking. This synergy allows us to redefine not just what we do, but how we do it: with integrity, accountability, and a true partnership approach.
In acknowledging the past, what cultural priorities will you emphasize to rebuild trust and forge stronger relationships with producers and global partners?
The first priority is culture. Without the right culture, even the best genetics and programs will fall short. For me, this starts with transparency. Our producers and partners deserve clear communication, honesty about challenges, and confidence in our commitments. Equally important is collaboration. We want to create an environment where input from farmers, employees, and international partners isn’t just heard, it shapes our decisions. Finally, we are emphasizing accountability. Rebuilding trust means delivering on promises, consistently and measurably. By living these cultural values day-to-day, we’ll strengthen relationships and restore confidence in the Genesus name worldwide.
Why is the Jersey Red Duroc program important in this strategy, and how does it reflect the convergence of genetic excellence and flavor quality?
Jersey Red Duroc is an integral part of our vision because it unites two things the industry sometimes sees as separate: production performance and eating quality. From a genetics standpoint, the program delivers pigs that grow efficiently and perform well for producers. But beyond the barn, it delivers a product that consumers truly enjoy: premium pork with marbling, tenderness, and flavor that stands out. In today’s marketplace, where taste and experience drive demand, Jersey Red Duroc represents the bridge between genetic excellence and culinary value. It’s not just about producing more pork, it’s about producing better pork that people want to eat again and again.
What are the key milestones you’re aiming for in your first year to clearly signal Genesus’s new path forward under your leadership?
Our first year is about setting the foundation. That includes reaffirming our genetic program as one of the strongest and most consistent in the industry, while also reintroducing ourselves to global partners with a message of transparency and renewed purpose. We are prioritizing expanding the visibility of our brands through constant messaging through digital platforms. We are active every day on Facebook, LinkedIn, and Instagram while simultaneously spreading our message through online publications and websites. We are aiming to establish our identity, highlight our long established genetic program, and establish Jersey Red Duroc’s brand recognition for premium pork. Equally important is culture, we want our team and our partners to feel the difference in how we work together. By the end of this first year, I want it to be clear that this is not just a reopening, but a relaunch with lasting direction.
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