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 | Works with breed associations and government agencies, both within the U.S. and in foreign countries, to identify market trends and to resolve obstacles that hinder the smooth transaction of international exchange. |
| Serves as a full-service marketing representative for both the buyer and seller of livestock genetics. |
| Maintains close contact with leaders in the agricultural industry and draws from their expertise in providing qualified consultants to advise and train local management in the many specific areas of herd management and improvement. |
| Advises on various U.S. government financing programs which are available and can offer assistance in the utilization of those programs (i.e., GSM-102, GSM-103). |
American Genetics International is organized in such a manner as to provide a complete export program. An essential part of AGI’s strategy is to develop an awareness of the agricultural, sociological, environmental and trading conditions in the countries in which they operate and to become knowledgeable in the legal, financial and logistical needs of each market.
Cattlemen's Corral, a subsidiary of American Genetics, was formed to respond to the increasing demand for Western products that are sourced in the U.S. Cattlemen's Corral specializes not only in locating products which meet the market demand of the importing country, but also in exporting products in compliance with the country's import requirements.
Luis "Lou" A. Rocha is President of American Genetics International. Since 1986, Mr. Rocha has been actively involved in the marketing of all types of livestock genetics by offering a full-service export service to both foreign clients who wish to purchase genetics and U.S. breeders that need assistance in selling internationally. He is responsible for researching and identifying key markets, developing and implementing international marketing and sales program in targeted countries as well as coordinating the activities of the company's foreign offices. In addition to marketing livestock genetics, he has worked with USDA to develop new and rewrite existing health protocols between various importing countries and the U.S.
Currently Lou serves as the U.S. Co-Chairman for the Livestock Committee of the Animal Transportation Association (AATA) and previously served on the Board of Directors. AATA is a non-profit membership organization consisting of over 325 members in 25 countries that are concerned with the safe and humane transport of all type of animals by any mode of transport
Prior to 1986, Lou was the International Marketing Director of Longcrier Farms, a genetic center and major producer of cattle genetics worldwide. As a result of the intensive market research he conducted for Longcrier Farms, he was given the responsibility for formulating and implementing their international marketing programs, sales promotions, and pricing strategies. His previous experience also includes being a consultant to United Woods Products, Inc. where he was responsible for the development of their marketing programs for the importation of wood products and identification of construction opportunities within Central America. He also provided market research of the Central American livestock industry as an investment diversification project. In addition, he was National Marketing Coordinator for VingCard Systems, Inc. and Vice President of Operations and Business Controller for Halden Conner, Inc. and Hotel Management Systems, Inc., Data Processing Coordinator and Assistance Controller for Gibson Distributors, Inc., and Assistant Administrative Project Manager for Electronic Data Systems (EDS).
Prior to his business experience, Lou served as Air Defense Army Officer for six years. His formal education includes a Bachelor degree from the University of Texas at El Paso. Lou is fluent in Spanish and Portuguese.
Cherie Derouin
is Vice President of American Genetics International. Cherie is responsible for marketing administrative support including preparation of contracts and quotations for export shipments. She is also responsible for shipment coordination from confirming that the genetics selected meet the requirements of the contract - to working with the buyers and sellers, the veterinarians and testing labs and the truckers, airlines and insurance company. Since joining American Genetics in 1988, Cherie has exported horses, sheep/goats, several different breeds of dairy and beef cattle, day-old baby chicks, chinchillas, and rabbits as well as semen and embryos.Since 1992, Cherie has been the Administrative Coordinator for The Independent Pet and Animal Transportation Association International, Inc. (
IPATA), a non-profit membership trade association of nearly 100 professional pet shippers in 10 countries. In addition, for 6 years (1988-1994), she was the Administrator for the Animal Transportation Association (AATA). With both non-profit associations, she was responsible for day-to-day management which included designing and publishing newsletters, membership services, and organizing international conferences and training seminars.Prior to 1988 when she joined American Genetics, she was employed by Golden Genes/RuAnn Dairy in California, one of the top Holstein exporters in the U.S. When she left Golden Genes in 1988, she was the Export Manager and had shipped Holstein genetics to nearly 20 countries .
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