DairyTalk 146: Why Color Sells - Understanding Buyer Bias in Holstein Genetics - by Helmut Demmelhuber

Color shouldn’t matter in Holstein breeding — yet it strongly
influences buyer behavior. Dark-patterned animals consistently
sell faster and at higher prices, driven not by genetics or
performance, but by market psychology and visual appeal. Export
customers, auction buyers, and social media trends all reinforce
this bias. While color can have economic impact, true breeding
decisions must remain focused on function, genetics, and
long-term herd goals.