URUS leaders from around the world came together in January to continue our journey from Good to Great. We introduced and discussed a new initiative called Project Atlas that will transform our organizational structure to support and ensure our continuous global growth and enable our vision of Better Cows for a Better World.

I’m pleased to share we are taking bold steps forward and investing in how we operate as the URUS family. We’ve grown together over the past six years, overcoming challenges and achieving so much – 2024 was a record year for URUS. As we set our sights on ambitious goals, it’s important that our organizational structure grows alongside us.

This initiative is about unlocking our potential and fostering collaboration across all our brands. Building a future where we work as a seamless team, leveraging the full strength of our collective expertise and resources. By centralizing some functions and focusing on regional alignment, we’ll be better equipped to support each other, provide exceptional service to our customers, and unlock even more opportunities than we have been able to in the past. This is how we set the stage for even greater success.

I want to assure you that while change can feel daunting and uncertain, it’s a needed ingredient for growth. For most of you, day-to-day activities won’t shift dramatically, if at all, but the benefits will ripple across the organization. Managers will gain new tools and perspectives to better serve their teams, and customer-facing staff will experience more substantial, coordinated support. Together, we’re building a foundation for today and the next exciting chapter of URUS.

Thank you for your continued dedication and belief in what we can achieve together. I’m confident in our URUS Family that we will grow stronger, more competent and unified than ever. Leadership supported by the Atlas Implementation Team will continue to share information on how this initiative will support our continuous global growth.

Paul Hunt
CEO, URUS