In an era where mergers and cooperatives generate headlines within the breeding industry, the founding of new breeding companies is a rarity. Despite this, the industry has recently seen the establishment of several private and surprisingly successful breeding programs in North America. Now Europe also as a newcomer to the international breeding business. With Bullseye-Genetics, a new venture is hitting the road, and not without the appropriate expertise. Quite the opposite in fact. The German company has the potential to quickly become a respectable service provider for the development of valuable genetics. And not only with Holsteins, but with a full lineup for Fleckvieh and beef breeds.