Select Sires Honors Loren Elsass, 2012 SMS Genetic Consultant of the Year

PLAIN CITY, Ohio, May 25, 2012 - Loren Elsass of COBA/Select Sires Inc. was honored as the Select Mating Service™ (SMS™) genetic consultant of the year in front of an audience of his peers at Select Sires' national SMS Consultant Conference held in Sioux Falls, South Dakota, May 6-9.

This national award is presented annually to genetic consultants who exemplify the qualities that make SMS known throughout the world as the premier mating program in the industry to assist dairy producers in developing genetic business plans. The recipient must have years of superior service, a history of high-quality evaluations and the ability to build and maintain successful relationships with dairy producers.

"Loren has been a tremendous team player at COBA/Select Sires. He has a great desire to help dairy farm families succeed and accomplish their goals," said Bernie Heisner, manager of COBA/Select Sires Inc. "He has been a great asset and ambassador for all of Select Sires for almost two decades as an SMS consultant in Ohio, Mexico and wherever you find him visiting with dairy people who want to be successful milking cows. He is very worthy of the honor of Select Sires' SMS Genetic Consultant of the Year."

Elsass began his career with COBA/Select Sires Inc. as an SMS genetic consultant in 1993. The Elsass family has a lifelong history of excellence in the Holstein breed. Loren's parents, Roger and Ethel, began breeding and developing great cow families in Western Ohio and created the Quietcove prefix in 1940. Their three sons, Marvin, Loren and Lynn, continued growing the herd and moved it to the present farm in Wapakoneta in 1968. After service in Vietnam, Loren returned to the farm and began placing greater focus on registered Holsteins. Quietcove Matt Judy resulted from the breeding program and was the first cow ever exhibited at the Ohio State Fair by Quietcove. She won the National Holstein Futurity and Grand Champion in 1972. Since that day, Quietcove has been a regular contender at local, state and national shows and has become a well-known source of elite-pedigreed dairy cattle. Loren is well respected around the world for his cow knowledge and has been invited to judge at World Dairy Expo, the Canadian Royal Winter Fair and numerous international shows.

In 1997, COBA/Select Sires' marketing director for Mexico retired. "While Loren does not speak Spanish, I felt his 'cowman language and abilities' would enhance our efforts in working with Mexican dairy producers," said Heisner. Loren assumed his expanded role on July 1, 1997 and since then has spent 40-60 days a year working in Mexico.

During his 18 years as an SMS consultant within the Select Sires family, Elsass has evaluated over 360,000 cows and provided over 1.3 million corrective sire recommendations. "He has gained the trust and confidence of all he serves. Loren's passion to help his customers develop great cows is a common trait that is shared among Select Sires' SMS genetic consultants," tells Lon Peters, vice president of dairy sire product services and international for Select Sires Inc.

Based in Plain City, Ohio, Select Sires Inc. is North America's largest A.I. organization and is comprised of nine farmer-owned and -controlled cooperatives. As the industry leader, it provides highly fertile semen as well as excellence in service and programs to achieve its basic objective of supplying dairy and beef producers with North America's best genetics at a reasonable price.

™Select Mating Service and SMS are trademarks of Select Sires Inc.