EquiFeast prides itself on being an innovator in the horse supplements and feed industry. Not satisfied to rely on almost completely unfunded equine science the company has invested heavily in its own research projects almost exclusively in conjunction with its customers. In 2014 it won the National FSB/Worldpay Award for Business Innovation primarily for the way it leveraged its close customer relationships into powerful data that informed both product design and customer service.
The biggest firms in the industry are now attempting to follow the EquiFeast lead. A while ago calcium was almost unheard of in horse calmers. Now you will find them in products made by Equine America, NAF and TEN Supplements plus a number of smaller firms. None are able to use EquiFeast’s patented chelated calcium and the research makes it very clear that non-chelated forms of calcium don’t work and may make things worse.
The firm’s pioneering work has also developed a completely new way of looking at magnesium. Again the competitive reaction has moved from hostility to acceptance. TEN Supplements (Mars Horsecare, Spillers, Winergy) recently acknowledged publicly that excess supplementary magnesium is not excreted and does increase levels in the blood. Their latest calmer formulations show both their first use of (the wrong sort of) calcium and reduced magnesium.
EquiFeast’s VCAL chelated calcium technology is now finding applications outside its starting point of behaviour and performance and research is ongoing in the areas of muscles, tendons and ligaments, bones, gut function, sweating, sex hormones and dopamine release.
Beyond chelated calcium and magnesium the firm is pioneering incredibly powerful ways of supporting the immune system. It is the immune system’s job to deal with allergies as well as infections. So EquiFeast is developing an excellent reputation for ensuring that horses maintain excellent skin condition in both muddy conditions and when the flies, midges and pollen are active.
EquiFeast has developed an enviable reputation for supporting its customers.
1994 Malcolm and Sally Green started The Birdcare Company and introduced chelated calcium to the UK cage and aviary bird supplements market.
1997 Market leader UK cage bird supplement supplier as The Birdcare Company.
1999 Started exporting bird products to the USA and Europe.
2001 Second firm to introduce the key ingredients for “White Cell Support” in any UK animal feed/supplement.
2005 EquiFeast was founded with flagship products, Cool, Calm & CollectedTM, Essential Daily Care, Easy MoverTM and Fight BackTM. “White Cell Support” included as key ingredient in Fight BackTM.
2007 WINNINGEDGETM Launched. First top ten 4* eventing result.
2008 Secret trials of VCAL chelated calcium in horse calmers. First EquiFeast supplemented horse at the Olympics (Snip – Joe Meyer).
2009 Introduction of VCAL chelated calcium into Cool, Calm & CollectedTM & WINNINGEDGETM. Patent application submitted for VCAL chelated calcium. 19 year old Midnight Dazzler 10th at Badminton Horse Trials.
2011 First blood trials on horses commenced. Changed company name to Calinnova Ltd (innovators with calcium).
2012 First Olympic medals (Gold and Bronze, Mistral Hjoris, Laura Bechtolsheimer). UK Patent granted. Further blood trials in UK. Mag FREE products launched. First Australian blood trials on horses and first EquiFeast products made and sold in Australia. Winner – Business Innovation Award, Stroud Life.
2013 Further blood trials in UK. Lo-Mag and Hi-Mag products launched.
2014 Australian and Canadian Patents granted. National Winner – Business Innovation Award, FSB/WorldPay Awards Finalist – Business Innovation Award, Stroud Life. Finalist – Customer Care Award, Stroud Life. Launch of first feed range, CORE&MORE.