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Bruce Smith

After serving farmer-owners for nearly 25 years on behalf of COBA/Select Sires Inc., Bruce Smith joins Select Sires Inc. as the manager of global sire products and logistics. In this new role he will monitor member marketing sales and export trends to predict product demand. Based on this information, Smith will coordinate sire movements, determine production needs and semen inventory, while ensuring proper health qualifications for sires to fulfill forecasted sales and shipping deadlines.

“Select Sires is excited to welcome Bruce to the marketing department,” said Jeff Reidman, vice president of Latin America marketing and dairy sire services. “Bruce knows the dairy and beef industry inside and out. His many years of service with COBA/Select Sires included working closely with customers to craft their genetic and reproductive strategy. There is no doubt that those experiences and skills, combined with his professionalism, leadership, and passion for customer success, make him the ideal candidate for this position.”

Smith has more than 38 years of experience in the dairy industry. After graduating from The Ohio State University with his bachelor’s degree in agricultural economics, he worked for Milk Marketing Inc. for 11 years and then joined the team at COBA/Select Sires Inc. Since 1998, he has provided customers with genetic consultation as a district sales manager and beef specialist. Smith has worked alongside local Select Mating Service® (SMS®) specialists and Select Reproductive Solutions® (SRS®) specialists to improve the genetics and reproductive performance of the herds he served and has successfully introduced programs and resources, including NxGEN® and ProfitSOURCE® as well as genetic audits and genomic testing. Because of his dedication to customer success, Smith is a two-time recipient of Select Sires’ Super Achiever award and has been honored as a member of the President’s Club multiple times.

Outside of Select Sires, Smith is heavily involved in dairy and beef industry organizations, including the National Cattlemen’s Beef Association, Ohio Holstein Association, Holstein USA, Ohio and Union County Farm Bureau and Ohio Cattleman’s Association, where he serves as a member on the Allied Industry Council.

Based in Plain City, Ohio, Select Sires Inc., is the largest global A.I. cooperative and is comprised of six farmer-owned and -controlled local organizations in the United States. As the industry leader, it provides highly fertile semen, as well as excellence in service and programs to supply dairy and beef producers with the world’s best genetics.