Recent research has identified genetic diversity in the ability of animals to manufacture and recognize leptin, a protein that regulated appetite and weight. This paper determines the economic value of using information on leptin genotype to select and manage beef cattle. Results reveal that the economic value of using genotypic information to sort cattle by optimal endpoint is only about $2/head for steers and $1/head for heifers; however, the value of using genotypic information to optimally select and feed only certain genotypes is $23/head for steers and $28/head for heifers. The difference in per head profit between the best and worst performing genotype is over $28 on the date the cattle were actually marketed and increases to $60 if each genotype is optimally marketed.