Genus strives to provide beef, dairy and pork producers with superior breeding stock to enable the production of affordable and nutritious animal protein for consumers. Genus’ mission is to pioneer animal genetic improvement to help nourish the world. PIC is Genus’ porcine division and is the global leader in pig genetics.
PIC uses the latest technologies to develop, produce and sell superior breeding stock to pork producers. Today, PIC has ~25% global market share among modern producers and counts most of the world’s leading pig producers among its customers.
The global pig industry is suffering from PRRSv (Porcine Respiratory and Reproductive Syndrome Virus). PRRSv is a disease that causes billions of dollars of damage across North America, Europe and Asia and no cure exists today. In 2015, Genus announced the development of pigs that showed resistance to PRRSv. These pigs were developed with the use of the most advanced gene editing technology. Since then, strong progress has been made in advancing the technology and collaborating with international regulators, including the US FDA and China Ministry of Agriculture.
Market acceptance of pork from disease-resistant pigs is essential to this program’s success. This includes acceptance by consumers and the food chain. Initial research among consumer and food chain stakeholders has been conducted and relationships have been built.
Building on the initial work, the goal for the role is to develop and implement a holistic market acceptance strategy for the PRRSv-resistance program in anticipation for commercial launch. This position will be responsible for interacting with and influencing the broader food chain and supporting the development of a comprehensive marketing and go-to-market strategy.