GENEX is proud to announce that longtime Council Director Bobby Robertson has been named the recipient of the 2025 Member Director Award, presented by the National Association of Animal Breeders (NAAB) on August 26. Over the last 40 years, the NAAB Member Director Award has recognized individuals who have made outstanding contributions to the artificial insemination (A.I.) industry.
“As a fourth-generation cattle producer based in Tahlequah, Oklahoma, Bobby is no stranger to the industry,” shares Huub te Plate, GENEX Chief Brand Officer. “His leadership and commitment to advancing A.I. in beef production have left a lasting impact – at home, at GENEX and around the globe.”
Bobby owns a herd of 70 registered Angus females and 225 commercial females. His registered herd is 100% A.I., and all sires used come from GENEX, reflecting Bobby’s unwavering belief in the power of genetics to drive progress, as well as the quality of GENEX offerings. In his commercial operation, he uses Herefords to create F1 black baldies, demonstrating a practical application of crossbreeding strategies that improve performance and profitability.
In addition to his cattle operation, Bobby owns and operates a cattle breeding service company, working directly with fellow producers to implement A.I. technologies and elevate herd genetics. His day-to-day commitment to innovation and education makes him a trusted advisor and respected leader in the beef community.
Besides serving on the GENEX Council and acting as the Council’s 1st Vice President, he also serves as a Director on the URUS Supervisory Board, the parent company of GENEX, where he provides valuable insights that help shape the strategic direction of our cooperative. His voice has been instrumental during key mergers and acquisitions, helping position GENEX for continued success in a changing industry.
Whether advocating for A.I. in rural Oklahoma or representing U.S. cattle genetics across Latin America, Africa and Europe, Bobby has been a tireless ambassador for progress. His leadership is marked by humility, authenticity and a deep-rooted belief in cooperative values. He’s the kind of person who truly “rides for the brand.”
“Bobby exemplifies the very best of our GENEX values – dedication, leadership and a genuine passion for advancing the cattle industry through innovation and cooperation,” adds Huub te Plate. “His commitment to improving genetics and supporting fellow producers not only strengthens our cooperative but also drives meaningful progress across the industry. We are proud to see Bobby recognized with the 2025 NAAB Member Director Award, a testament to his lasting impact and continued influence.”
In receiving this honor, Bobby joins a distinguished group of GENEX and GENEX predecessor cooperative leaders who have previously earned this award, including Kenneth Leick (1992), Ben Zweber (1998), David Hileman (2001), David Watkins (2004) and John Ruedinger (2012). Bobby’s recognition further solidifies GENEX’s long-standing legacy of leadership and innovation within the industry.
GENEX congratulates Bobby on this well-deserved honor and thanks him for his incredible dedication to our cooperative and the broader cattle industry.
