This research models net return and greenhouse gas emissions (GHG) implications of bull genetics on cow-calf operations using conditions reflective of Arkansas farms. Operation-specific details for a representative farm are described and impacts of bull selection on net returns for the entire operation as well as on a per cow basis are calculated. Further, the analysis highlights situations where bull selection could be both profitable and used to mitigate GHG emissions. Results suggest that profitability changes as a result of bull selection were larger than the associated change in GHG emissions. Modeled results indicated that genetic selections that increase birthing difficulty are economically detrimental and increase GHG emissions per pound of beef sold. Finally, changes in breed driven hide color price premiums are relatively consistent over time.