What Kentucky Performance Products does

Kentucky Performance Products, LLC is a privately held equine nutraceutical manufacturer founded in 1998 and headquartered in Versailles, Kentucky. The company formulates, manufactures, and sells research-proven nutritional supplements targeting specific equine health needs, including vitamin E deficiency (Elevate line in powder, pellet, water-soluble, and selenium-combined forms), gastric and hindgut health (the patented Neigh-Lox and Neigh-Lox Advanced), high-fat energy and weight gain (EndurExtra, Equi-Jewel), low-calorie vitamin and mineral support (Micro-Phase), and electrolytes (Summer Games, Endura-Max). Differentiated formulations include natural d-alpha-tocopheryl acetate at 2-3x potency versus synthetic vitamin E, chelated minerals, direct-fed microbials, and a patented gastric-support blend developed in 1996.

The company operates a multi-channel go-to-market: direct-to-consumer e-commerce (kppusa.com) with same-day UPS fulfillment, phone-based ordering (800-772-1988, 859-873-2974) during business hours, a retailer network across the United States, Canada, and many foreign countries, and a separate veterinary channel (kppvet.com) for select products restricted to veterinarian access. Pricing is pay-as-you-go unit pricing with a satisfaction guarantee. Customer segments are diversified across performance horses, breeding stock, hard keepers, metabolic and easy keepers, senior horses, and stress/high-travel horses, with no enterprise anchor customers. Marketing is content-led through the monthly Nutritional Minute newsletter, an extensive educational blog, active social media presence, and a sponsored-rider program featuring professional eventers, dressage riders, barrel racers, and clinicians. Leadership comprises Karen Isberg (President and owner), Delia Nash, M.S. (Vice President of Sales, Director of New Business Development, and co-owner), and Billy Divito (East Coast Sales Representative).

Name

Kentucky Performance Products

Legal name

Kentucky Performance Products, LLC

Website

https://kppusa.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Kentucky Performance Products is a privately held Kentucky-based manufacturer founded in 1998 that formulates and sells research-proven nutritional supplements for horses, including vitamin E, gastric support, energy, electrolytes, and vitamin/mineral products, distributed direct-to-consumer, through retailers across North America and internationally, and via veterinarians.

Ownership category

akta.pro rank

Product category

Equine Nutritional Supplements

NAICS

Animal Food Manufacturing (31111), Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)

akta.pro secondary industries

Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ), Equine Performance & Conditioning Feeds (High-Energy/Sport Horse) (AFADAEAD)

Keywords

• Equine nutritional supplements
• Horse vitamin supplements
• Equine digestive health
• Horse joint supplements
• Equine electrolyte products

Headquarters

HQ city

Versailles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Kentucky Performance Products generates revenue through direct sales of horse nutritional supplements to end consumers via e-commerce website and phone orders. Products are sold in various sizes with typical supply durations (e.g., 50-day supply for single horse). The company also sells through a network of retailers in the US, Canada, and internationally.
2. Retail Distribution: Products are distributed through retailers throughout the United States, Canada, and many foreign countries. Retailers can contact the company to carry products, with customer service providing store locator assistance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Kentucky Performance Products formulates, manufactures, and sells research-proven nutritional supplements for horses, covering vitamin E (Elevate), digestive and gastric health (Neigh-Lox), high-fat energy and weight gain (EndurExtra, Equi-Jewel), electrolytes (Summer Games), and vitamin/mineral support (Micro-Phase). The product line is sold direct-to-consumer via the company's website and phone, through a retail network across the US, Canada, and many foreign countries, and through veterinarians for select SKUs.

Product overview

Kentucky Performance Products offers a targeted line of research-proven nutritional supplements for horses. The product portfolio centers around key health categories: vitamin E supplements (Elevate® line including Maintenance Powder, Maintenance Pellets, W.S., and SE variants), digestive health products (Neigh-Lox® and Neigh-Lox® Advanced for gastric support), energy/weight gain supplements (EndurExtra®, Equi-Jewel®, Contributes™), electrolytes (Summer Games® line), vitamins and minerals (Micro-Phase™), and specialized products for joints, hooves, and coat. The company also offers supplements for other livestock including goats (Goatzilla) and calves (Calfzilla). Products are available through veterinarians, retailers, and direct purchase, with a satisfaction money-back guarantee backing all offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Elevate Maintenance Powder Research-proven natural vitamin E (d-alpha-tocopheryl acetate) supplement for horses that supports healthy muscle and nerve function and a strong immune system; available in 2-lb and 10-lb containers.
• Elevate Maintenance Pellets Natural vitamin E supplement for horses in pellet form providing d-alpha-tocopheryl acetate, available in 3 lb and 8 lb sizes with 1,000 IU per scoop.
• Elevate W.S. Water-soluble natural vitamin E supplement designed for quick absorption with peak blood levels reached within 3 days; sold only through veterinarians for acute and neurological cases.
• Elevate SE Natural vitamin E and selenium supplement combining d-alpha-tocopheryl acetate with selenium for horses that need both nutrients.
• Neigh-Lox Patented digestive supplement that maintains normal stomach pH and healthy mucosal lining, providing gastric support for up to 6-8 hours per dose; available in 3.5 lb and 25 lb sizes.
• Neigh-Lox Advanced Advanced formula supporting both stomach and hindgut health, containing yeast fermentation metabolites and Saccharomyces boulardii to maintain a healthy microbiome and support normal starch and sugar digestion.
• EndurExtra Concentrated 50% fat energy supplement combining stabilized rice bran, soybean oil, and flaxseed with direct-fed microbials and natural vitamin E; supports weight gain, stamina, muscle function, and digestive health without causing excitability.
• Micro-Phase Low-calorie, high-nutrient vitamin and mineral supplement in alfalfa-based pellet form containing 15 vitamins and minerals plus probiotics (chelated minerals and yeast cultures) for easy keepers, metabolic horses, and horses on restricted diets.
• Summer Games Electrolyte Electrolyte supplement developed for the 1996 Atlanta Olympics to support hydration and performance in horses during hot and humid conditions.
• Summer Games Plus Enhanced electrolyte paste supplement building on the original Summer Games formula for hydration and performance support.
• Equi-Jewel Stabilized rice bran-based energy supplement providing sustained, controllable energy with fat supplementation to support weight gain, coat condition, and muscle recovery.
• Myo-Guard Vitamin E and selenium supplement supporting healthy muscle function and antioxidant protection for horses.
• Endura-Max Plus Electrolyte paste supplement for endurance horses supporting hydration and performance.
• Joint Armor Joint support supplement for horses.
• Ker-A-Form Hoof and coat supplement supporting healthy hoof growth and coat condition.
• Trouble Free Coat and skin health supplement for horses.

Quantifiable outcome

• 93% of horses in race training have gastric health issues; 60% of other performance horses; 57% of foals
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Manna Pro: Manna Pro produces a broad line of equine and livestock nutrition products including supplements, treats, and feed, distributed widely through farm and tack retailers—competing with KPP in vitamin, joint, and digestive supplement categories but at significantly larger scale and broader product breadth.
• Farnam (Central Garden & Pet): Farnam is a long-established equine care products brand under Central Garden & Pet covering supplements, dewormers, fly control, and grooming—competing in the same supplement sub-categories as KPP but as part of a much larger multi-category portfolio with broader retail distribution.
• Purina Animal Nutrition (Land O'Lakes): Purina is one of the largest equine feed and supplement manufacturers in North America, with extensive research backing (Purina Animal Nutrition Center), broad retail distribution, and overlapping supplement lines (joint, electrolyte, digestive)—a broad incumbent competing for the same end horse owners.

Direct peers

• SmartPak Equine: SmartPak Equine is one of the largest direct-to-consumer equine supplement and care product retailers, offering branded and private-label supplements across vitamin, joint, digestive, and calming categories—directly competing with KPP for horse-owner wallet share through a similar DTC-plus-vet channel model.
• Uckele Health & Nutrition: Uckele manufactures and distributes animal nutrition supplements across equine, canine, and livestock species, with similar focus on bioavailability (chelated minerals, whole-food-based ingredients) and a comparable mix of direct and practitioner channels.
• Horse Tech: Horse Tech is a direct-to-consumer equine supplement specialist offering customizable and condition-specific supplements (joint, hoof, skin, performance) with strong online ordering—a close niche competitor to KPP's research-driven, horse-owner-focused positioning.
• Kentucky Equine Research (KER): KER develops research-driven equine nutrition products and feeds (including EquiShure, Re-Leve, andKER-formulated feeds) and operates globally—a direct peer sharing KPP's research-proven positioning and Kentucky horse-country roots, though with a broader international footprint.
• Formula 707 (Durvet): Formula 707 has long manufactured equine supplements (joint, calming, hoof, digestive) and is sold through farm stores and veterinary channels, directly overlapping with KPP's Elevate, Neigh-Lox, and joint-support SKUs.
• Platinum Performance: Platinum Performance formulates and sells research-driven equine nutrition products (including its flagship Platinum Performance Equine supplement) with strong veterinary and professional-rider endorsement, making it a closely comparable premium-positioned competitor to KPP's Elevate and EndurExtra lines.
• AniMed (ANI Animal Nutrition): AniMed formulates and distributes equine and small-animal nutritional supplements including joint, hoof, and digestive support, sold via dealer and online channels—competing with KPP in similar equine supplement categories at comparable price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/kyperformance
• YouTubeyoutube.com/user/KYPerformanceProduct
• Facebookfacebook.com/KentuckyPerformanceProductsLLC
• Instagraminstagram.com/kentuckyperformanceproducts
• Pinterestpinterest.com/kppusa
• LinkedInlinkedin.com/company/kentucky-performance-products

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kentucky Performance Products