At GENEX, our core values are more than words. They are the foundation of our culture and shape how we work and act. Every day, the GENEX team lives out the cooperative’s core values as we work alongside dairy and beef producers around the globe to strengthen herds, advance genetics and build lasting success.
GENEX Core Values
Integrity
Teamwork
Humility
Farmer’s Spirit
Passion
Stewardship
Reliability
Cooperative
Excellence
Loyalty
Each year, through the GENEX Core Value Awards, we honor five individuals who exemplify these values through their leadership and commitment. The 2025 recipients, nominated by their peers, consistently demonstrate the best of GENEX while supporting progressive producers around the world. Their dedication ensures not only success for producers today, but a brighter future for generations to come.
Join us in celebrating this year’s honorees. Their professionalism, integrity and passion reflect the true spirit of GENEX and inspire us all.
Lance Davidson
Territory Sales Manager
Missouri
For 42 years, Lance Davidson has lived out our cooperative values while serving GENEX and its predecessor organizations with dedication and integrity. His deep expertise, mentorship and service to others are the core of his cooperative spirit and strengthen the success of both colleagues and customers.
One team member shares, “If you ride with him for just one day, you’ll see how his customers are more like friends. His ability to adapt and contribute over decades speaks to his innovation and resilience.”
Another team member adds, “I have worked alongside Lance for five years. From day one, it was clear Lance truly cares about his job and the customers he serves. You can always count on him to do what is right and to help out whenever needed. He is a great example for us all.”
Tami Zuleger
Credit & Collection Analyst
Wisconsin
Tami Zuleger brings integrity, passion and excellence to everything she does, always putting members and customers first. She asks thoughtful questions to fully understand how changes impact customers, ensuring information is communicated clearly and accurately. Her reliability and willingness to step in, no matter how busy she is, make her an invaluable teammate.
“Tami is each core value wrapped into one person,” explains her nominator. “Despite heavy workloads and staffing changes this year, she never wavered. She worked long days and nights to support our field staff, members, customers and fellow finance teammates. Her farmer’s spirit shines through in everything she does.”
Arturo Hermosillo
Area Sales Manager
Texas
Passion, humility and reliability define Arturo Hermosillo’s leadership. Always focused on GENEX, its members and his team instead of himself, he embodies the cooperative spirit by ensuring his work benefits our members and the co-op. Known for his tireless dedication, Arturo will work endlessly until a problem, challenge or question is solved correctly.
His nominator shares, “I’ve worked at GENEX for a long time, and Arturo is the best manager I’ve ever had. He listens, passes credit to others and never takes it for himself. I’ve spoken with him early in the morning and late at night, and he always makes time to respond. He is Mr. Reliable and will always return calls, emails, texts, etc. no matter the time or what he has going on personally or professionally. He has a knack for making everyone feel valued, that their voice matters and everyone is on a level playing field.”
Mark Clark
Territory Sales Manager
Virginia
With more than 30 years of service, Mark Clark continues to bring energy and commitment to his members and the cooperative every day. Whether it’s delivering genetic solutions, mentoring colleagues or supporting producers far beyond his own territory, Mark consistently goes above and beyond. When a member needs solutions, Mark is the first to offer those solutions and will look for outside help when it’s beyond his scope.
“Mark is an agent of change for the co-op. When he sees a need for change, he suggests it with solutions to offer,” notes his nominator. “He is quick to mentor both new and experienced staff, always willing to share his knowledge. He is truthful, dependable and committed to strengthening the co-op’s position with members, as well as finding ways to make GENEX a better place for his peers to work.”
Brad Johnson
Beef Genetics Manager
Wisconsin
With over two decades at GENEX, Brad Johnson embodies the principles that define our cooperative and drive our success. He has dedicated his career to building genetic programs that ensure a sustainable, profitable future for beef producers and the generations that follow. As a member-owned cooperative leader, he actively seeks and values grassroot input, ensuring producer voices shape our programs.
According to his nominator, “Brad has a genuine love for beef cattle genetics, and his enthusiasm inspires colleagues and members alike. With a work ethic rooted in agriculture, Brad believes in rolling up his sleeves and following through on his word. His pursuit of excellence has elevated GENEX’s genetic offerings to industry-leading status while earning the trust of members, colleagues and partners across the industry.”
By putting members, customers and colleagues first, these five award winners represent the cooperative spirit at the heart of GENEX. Their dedication strengthens our organization and ensures a brighter future for producers everywhere. We thank them for setting the standard and inspiring all of us to follow their example. Together, we strive to be the trusted cooperative partner providing progressive genetics, herd health solutions and data-driven insights to create more efficient and sustainable cattle.