Abstract Consumer demand for sheep products is robust, the annual consumption of U.S. lamb is steadily rising, and the number of U.S. sheep farms is increasing. Nevertheless, the U.S. sheep industry continues to lose market share to foreign competitors and the breeding ewe inventory has declined 30% since 2002. This decline has been more drastic in the upper U.S. Mountain West states, where ewe inventories have declined 37% compared with the national average decline of 26%. This is problematic given the Mountain West generates one-third and one-half of the total U.S. lamb crop and wool revenue, respectively. This depopulation trend indicates obstacles unique to the Mountain West, which are not experienced elsewhere in the nation. Mountain West sheep production systems depend on both private and public rangelands for grazing, which must co-exist with many other goals for public lands, including species conservation and critical wildlife habitat. Extensive conversion of native rangeland to croplands, rural housing, and degraded grasslands has simultaneously resulted in a substantial loss of wildlife habitat, thus creating competing ideologies for how remaining rangelands should be managed. Accordingly, public land management agencies are constantly pressured to change land management plans to accommodate public agendas aimed at restricting or halting livestock grazing on public lands with the assumption wildlife habitat will automatically improve. Such exclusion of grazing from public lands has negatively impacted operational capacity of sheep ranches, thus posing serious threats to the U.S. sheep industry and its contributions towards national food security, rural communities, and rangeland conservation. Therefore, to maintain grazing access to public lands, sheep producers and land managers urgently need tools (e.g., management, genetic) to optimize both conservation and production outcomes synergistically. However, ecological and sheep genetic outcomes have thus far been considered separate rather than integrated goals. Traditional genetic improvements in sheep production are focused strictly on the sheep without regard to the ecological outcome. In other words, the “ecosystem” is only considered to achieve profitable production within that environment. With this in mind, can sheep research move beyond the traditional focus of “environmentally adapted” flocks to “ecologically purposed” flocks? We propose that heritable ecologically focused traits can be identified and used to complement the overall sheep genetic improvement goals of the industry while creating precision-based solutions for sustainable habitat management, such as mitigating catastrophic wildfire risk, halting noxious weed invasion, and shaping vegetative structure of native plant communities towards desirable rangeland and conservation goals. We believe such outcomes extend beyond shaping public opinion about sheep grazing but also towards introducing novel value-based marketable products from the sheep industry.