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Heifer selection is the foundation of a cowherd and without an intentional, thought-out plan for a herd profitability may suffer. Burke Teichert, retired vice president and general manager at Deseret Ranches, said ranchers should first ask if they are selecting for a cowherd or individual heifers. He further challenges producers to ask themselves if they are selecting for the heiferâs lifetime productivity or the cowherdâs annual or long-term profitability? Next, he wants ranchers to define their big picture goalsâare they after profit or bragging rights? âIn other words, do we want to have the biggest, prettiest heifers or do we want our whole ranch to be profitable,â Teichert explained. âI hope itâs whole ranch profitability.â ....