New NOVUS expert brings assessment program to dairy producers in Mexico
MEXICO CITY, Mexico (August 6, 2026) – Jorge Cruz, Ph.D., has joined NOVUS as technical services manager for ruminants, supporting dairy producers across Mexico through technical expertise and science-based nutrition solutions.
In his new role, Cruz is working to bring the C.O.W.S.® Program to Mexico. This assessment program, which has been offered to dairy farmers in the United States for over a decade, analyzes a herd’s daily activities and provides data that can help producers make better management decisions. Through a comprehensive on-farm assessment and benchmarking, the program evaluates cow comfort, facility design and management practices, then delivers customized recommendations that support cow well-being, productive efficiency and long-term sustainability.
“My goal is to support dairy farmers with practical, science-based solutions that help them better understand their herds and make informed management decisions,” Cruz says. “By combining technical expertise with on-farm measurements, we can help producers optimize performance while supporting long-term sustainability.”
Cruz will work alongside the commercial team in Mexico to help customers evaluate opportunities related to cow comfort, oxidative stress, animal welfare and performance while demonstrating the value of NOVUS intelligent nutrition solutions.
Cruz says dairy producers in Mexico continue to navigate evolving regulatory policies while balancing environmental challenges, water availability, sustainability goals and profitability. He believes intelligent nutrition and practical management strategies can help producers respond to these changing conditions.
Before joining NOVUS, Cruz spent more than a decade serving the ruminant industry throughout Mexico. Most recently, he was a sales representative for ruminants with Adisseo, where he worked with dairy producers across northern Mexico, supporting sales, conducting field trials and implementing commercial strategies. Previously, he held technical and commercial leadership roles with Nutriad and Alltech.
Cruz earned bachelor’s and master’s degrees in veterinary science from Universidad Autónoma Agraria Antonio Narro Oficial and a doctorate in ruminant nutrition from Universidad Autónoma de Chihuahua, both located in Mexico.
Regional Business Manager Armando Enriquez says Cruz joining the team and the expansion of the C.O.W.S.® Program demonstrate the company’s commitment to supporting dairy operations in Mexico.
“Jorge brings extensive dairy nutrition expertise, a strong technical background and a passion for helping producers succeed,” he says. “His experience working directly with dairy operations throughout Mexico will strengthen the support we provide to our customers.”
For information about how Cruz and his colleagues in Mexico are supporting dairy herds, visit novusint.com/dairy.
