When URUS introduced our new strategic framework, it was clear that the five pillars aligned seamlessly with the cooperative culture that defines GENEX. A key component of our success is collaboration: “We cooperate with peers and partners.” At GENEX, we believe that working together—whether it’s with our members, distributors, sister companies, or other cooperatives—is essential to our collective success. 

One of the ways GENEX utilizes collaboration to strengthen our business is through our Member-Approved Product Process. This process allows us to incorporate direct feedback from our members to continually improve the products and services we offer. Here’s a breakdown of the steps: 

1. Rating the Product or Service 
Members who have recently purchased a GENEX product or service are invited to complete a brief survey to rate their satisfaction. 

2. Providing Feedback 
Beyond ratings, we encourage members to share their thoughts—whether they’re about the product’s impact on their herd, suggestions for improvement, or any other feedback that can help us refine what we offer. 

3. Analysis 
Once the surveys are completed, we analyze all responses to calculate an overall rating for each product or service, ensuring we understand what’s working and where we can improve. 

4. Member Approval 
Products that receive a favorable rating from more than 50% of surveyed members are awarded the “Member-Approved” designation and proudly marked with the Member-Approved seal.