GENTOS: forage genetics with a regional vision

A company founded in Argentina that integrates research, production, technical advice, and close relationships with farmers in Argentina, Uruguay, and Brazil.

Producing more forage with greater quality, persistence, and adaptation is one key to improving the efficiency of livestock and dairy systems. Achieving that goal, however, requires much more than offering seeds: it takes genetic research, agronomic knowledge, field evaluation, logistical capabilities, and technical support.

GENTOS has developed around this vision: a company specializing in the genetic improvement, production, and marketing of forage seeds, with a regional operation connecting Argentina, Uruguay, and Brazil.

With four decades of experience, GENTOS has built a platform focused on turning scientific knowledge into concrete solutions for farmers, distributors, technical professionals, and agricultural businesses.

A business built on genetics, knowledge, and the field

GENTOS’s model starts with research and genetic improvement of forage species. The company has experimental centers in Pergamino, Argentina, and San José, Uruguay, where it develops, selects, and evaluates materials adapted to different production conditions.

Selection takes place under grazing, allowing evaluation of cultivars’ actual performance in demanding production settings. The company complements this structure with more than 15 research programs and technology partnerships with institutions in Argentina, Uruguay, New Zealand, the United States, and the United Kingdom.

GENTOS has developed 68 forage cultivars and maintains controlled seed production across more than 25,000 hectares annually. This scale enables it to ensure supply, genetic quality, and capacity to serve regional and international markets.

Its offering does not end with seed sales. The company works with model farms, technical field days, farmer meetings, establishment monitoring, and recommendations to improve the use of each pasture.

In this way, the product combines with a technology package and management knowledge aimed at increasing meat or milk production per hectare.

Argentina: origins, research, and genetic development

Argentina is GENTOS’s birthplace and one of the main foundations of its regional structure.

From this market, the company develops breeding programs for grasses, legumes, and other species used in pasture-based systems. Its experimental center in Pergamino plays a strategic role in evaluating materials, developing genetics, and creating solutions adapted to the region’s production environments.

The Argentine operation also focuses on forage seed production, processing, marketing, and export. The company maintains strong relationships with livestock farmers, dairy farms, technical advisors, and distributors.

The business is based on applied innovation: identifying production needs, developing new materials, evaluating them in real conditions, and transferring results to farmers.

Argentina also generates knowledge, experience, and materials that support the growth of the Uruguayan and Brazilian operations. One example was a visit by APASSUL—the Association of Seed and Seedling Producers of Rio Grande do Sul—to GENTOS’s research center in Pergamino, where representatives saw breeding work developed specifically for the Brazilian market.

Uruguay: close technical support and local presence

In Uruguay, GENTOS has developed an operation deeply connected to farmers and to the specific characteristics of the country’s livestock and dairy systems.

The company has agricultural professionals located across the country, an extensive sales network, and a technical service structure that supports customers from product selection through sowing, establishment, and pasture management.

Its portfolio includes grasses, legumes, sorghums, and other forage species, offering alternatives for different environments, production systems, and farm objectives.

The Uruguayan operation also has seed storage, grading, drying, and treatment infrastructure. At its logistics center in Canelones, GENTOS has a seed pelleting plant that incorporates technologies to facilitate sowing and protect seeds against adverse conditions.

Beyond the product, the work includes field days, regional technical meetings, participation in agricultural exhibitions, and training activities.

This vision includes Escuela de Pastores, a program for those who manage grazing paddocks daily. Its goal is to improve pasture use and help produce more kilograms of meat or liters of milk per hectare, with lower costs and more sustainable management.

Brazil: expansion adapted to the local market

Brazil represents a strategic stage in GENTOS’s regional expansion.

The Brazilian operation builds on the company’s accumulated knowledge while developing an offering adapted to the country’s production, commercial, and cultural conditions. This includes selecting materials for different environments, creating technical information in Portuguese, and support from pasture management specialists.

GENTOS Brazil initially focuses on grasses and legumes, backed by proprietary genetics, regional research, and a technical team dedicated to maximizing forage production and utilization.

The company seeks to build relationships with livestock and dairy farmers, distributors, technical professionals, associations, and industry leaders. Rio Grande do Sul is particularly relevant because of its livestock tradition, its production similarities with Uruguay and Argentina, and the compatibility of many pasture-based systems.

The challenge is not just bringing seeds into a new market. It means building brand recognition, demonstrating material performance, earning technical trust, and developing a sales network able to bring GENTOS’s knowledge to Brazil’s different production regions.

A regional platform with local adaptation

Although Argentina, Uruguay, and Brazil have different characteristics, GENTOS’s operation follows the same strategic logic.

Research and genetic development create a common platform. Each country then adapts its portfolio, technical service, sales channels, and communications to its own production conditions.

Argentina contributes experience, research, and scale. Uruguay strengthens the model of technical proximity, local presence, and farmer support. Brazil expands the company’s regional dimension and opens a large-scale market requiring adaptation, positioning, and gradual trust building.

This integration enables sharing genetics, knowledge, field experience, and sales tools without losing each market’s identity.

AgenciaAgro as GENTOS’s external marketing department

To support this growth, AgenciaAgro works with GENTOS as an extension of its marketing organization.

The model goes beyond a communications agency’s traditional service. AgenciaAgro integrates with leadership, technical, and sales teams to turn business objectives into strategies, campaigns, content, and actions that can be implemented in each market.

The work covers communications planning, technical and sales content creation, adaptation of materials across countries, digital channel management, advertising campaign support, and activities tied to events, field days, and farmer relationships.

In Uruguay, the strategy combines corporate positioning, product communications, technical activity coverage, and support for nationwide initiatives. This includes the conceptual and communications development of gatherings for farmers, technical professionals, distributors, partners, and pasture industry leaders.

In Brazil, AgenciaAgro develops communications specifically in Brazilian Portuguese, combining original content for the local market with strategic adaptation of knowledge and experience generated in other countries.

This methodology maintains a consistent regional identity while avoiding transferring messages between markets without considering differences in language, production systems, seasonality, sales channels, and business culture.

Communicating knowledge to create value

In a highly technical industry, communicating is not just about showcasing products.

It means explaining why certain genetics may better suit an environment, how to manage a pasture, what production results it can generate, and what support stands behind each recommendation.

That is why one of the main goals of GENTOS and AgenciaAgro’s work is to turn agronomic knowledge into clear, relevant, useful content for each audience.

Communications must connect research to the field, the technical team to the farmer, and the brand to the production decisions made on each farm.

A strategy connecting genetics, people, and markets

GENTOS represents an agribusiness model in which genetic innovation, technical service, and relationship building form a single value proposition.

Its growth in Argentina, Uruguay, and Brazil shows that regional expansion does not depend solely on having good products. It also requires understanding each market, developing local capabilities, supporting farmers, and communicating consistently.

At AgenciaAgro, we support that process as an external marketing department, integrating strategy, agricultural knowledge, communications, and regional execution.

Because behind a more productive pasture are genetics, research, management, and teamwork.

And behind a strong regional brand must be a strategy capable of connecting all that value with the market.

Sources: Official websites of GENTOS Argentina, GENTOS Uruguay, and GENTOS Brazil; institutional information and GENTOS corporate channels. Accessed in July 2026.