IT SEEMS red is the new black when it comes to Holsteins as some farmers chase variety in their herds.

While the industry continues to debate whether red Holsteins are just a "fad", demand for the animals is on the rise.

A red Holstein heifer fetched $33,000, the second-highest price paid at International Dairy Week last week.

Ponderosa SS Jodie, offered by West Australian breeders Lou and Maria Giglia, was bought by Greg and Michelle Anderson from Gin Gin in Queensland.

This was the second red and white the Andersons' operation, Sun Vale Farms, has bought from the Giglias - they paid $33,000 for heifer Ponderosa Fradon Jody at Dairy Week last year.

"I think the popularity of red and whites is on the increase," Mr Anderson said.

"If you are going to be in red and whites, you have to have good families and good families are what contributes to (their) popularity."

Despite red and whites being a relatively new phenomenon in Australia, Mr Anderson said production and type traits were evolving "incredibly well".

He said there was "no doubt" the animals were worth their money, and used Canada as an example, where good red and white Holstein families were producing well with good show results.

Dairy Livestock Services agent Luke Russell said the plans were in the initial stages for an all red-and-white Holstein sale later this year.

"(It's for) the simple fact that there are not a lot of opportunities for those people interested in red and whites to add to their herd," Mr Russell said.

"(There) might be one red and white about, but they are not about in great numbers in herds."

Mr Russell believes their rise in popularity has a lot to do with farmers wanting a small change.

"For Holstein people, it is what they have already got - it's just a bit of variety," he said.

Holstein Australia chief executive officer Matt Shaffer said 300-400 red Holsteins are registered each year out of 50-60,000 Holsteins registered annually.

"This has been fairly consistent for the past few years," Dr Shaffer said.

"We are seeing more fully registered red Holsteins, rather than appendix animals as we used to see, showing that red Holsteins have become an important part of many members' breeding programs."