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In this episode of Cow-Side Conversations, Brad Hoover of Brook-Corner Holsteins in Lebanon County, Pennsylvania gives a deep dive on the breeding and genetics decisions he makes for his family’s herd of 350 Registered Holsteins. From focusing on fat and protein levels to boost pounds of components to specific types and traits that lead to longevity, Brad discusses the ways they try to maximize herd performance and get well-balanced cows. Unlike a lot of dairy operations right now, Brad is raising more heifers than cows – and works to keep good genetics behind the cows to drive profitability as he markets most of the heifers with a premium. Brad describes the return (ROI) he gets from investing in genetics, registered cows, and high-quality animals. He’ll be selling some of his animals at the PA Holstein Association’s annual sale in early February.