What BUCKEYE Nutrition does

BUCKEYE Nutrition is a 100% equine-focused nutritional products company founded in 1910 and headquartered in Dalton, Ohio. It operates as a brand within Mars Horsecare US, the equine division of Mars, Incorporated, and manufactures and sells horse feeds, ration balancers, supplements, and treats through a hybrid dealer-and-omnichannel distribution model. The company serves individual horse owners and small breeding operations across performance, senior, breeding-and-growing, metabolic, and maintenance life-stage segments.

The company's product portfolio spans extruded and pelleted complete feeds (EQ8 Performance Gut Health, SAFE 'N EASY line, Growth feeds, Foal Starter), ration balancers (GRO 'N WIN, GRO 'N WIN Alfa, Senior Balancer, LOW 'N STEADY), fat and performance supplements (ULTIMATE FINISH 25/40/100/SRB+, ULTIMATE RECOVERY), specialty supplements (Mare's Milk Plus, Foal-Aide Paste, REASONS Joint Support), and treats. Formulations are developed by in-house equine nutritionists with advanced degrees, grounded in research from the WALTHAM Petcare Science Institute (Mars-affiliated). Differentiated technical components include the proprietary Well-Gut Ingredients system combining marine-sourced calcium, heat-stabilized yeast, super-fiber prebiotics, and a tailored five-strain probiotic blend, plus targeted nutritional platforms for low-NSC metabolic horses and senior horses with dental compromise. All products are manufactured in a single medication-free facility with 100% traceable ingredients and truckload-level testing, supported by LRQA certification and a zero-recall operating history.

The business model is one-time transactional sales of bagged feed and supplements, with pricing set per SKU and channel (dealer, Tractor Supply, Chewy, specialty equine e-tailers, direct site). Go-to-market combines channel partners, direct-to-consumer e-commerce, and product-led growth rooted in science-based messaging. Distribution spans an independent dealer network across the United States and Canada plus national retail partnerships (Tractor Supply with BOPIS, Chewy with Autoship) and a long tail of specialty equine online retailers. Marketing emphasizes content (blog, newsletter, YouTube, Instagram, Facebook), interactive decision-support tools (Feed Selector, Cost Calculator, Hay Analysis), and credentialed expert support via an equine-nutritionist-staffed customer care line.

Name

BUCKEYE Nutrition

Legal name

BUCKEYE Nutrition (brand of Mars, Incorporated)

Website

https://buckeyenutrition.com

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

51–100 employees

Short description

BUCKEYE Nutrition is a 110-year-old, 100% equine-focused brand owned by Mars, Incorporated that manufactures science-based horse feeds, ration balancers, supplements, and treats in a single medication-free facility, sold across the US and Canada through dealers, Tractor Supply, Chewy, and specialty e-tailers.

Ownership category

akta.pro rank

Headquarters

HQ city

Dalton

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, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Equine Feed Sales: Primary revenue from selling horse feed products including complete feeds, ration balancers, and supplements through dealer networks and online retailers
2. Supplement Sales: Sale of specialized supplements including fat supplements (ULTIMATE FINISH line), performance supplements (ULTIMATE RECOVERY), and wellness products
3. Treat Sales: Sale of horse treats including All Natural No Sugar Added Apple Snaps, Carrot Crunchers, and Peppermint Bits
4. Online Retail Sales: Direct consumer sales through company website and online marketplace partnerships with major retailers like Chewy and Tractor Supply

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

BUCKEYE Nutrition manufactures and sells science-based horse feed, ration balancers, fat and performance supplements, milk replacers, and treats formulated for horses across all life stages and health concerns. Products are developed by equine nutritionists backed by WALTHAM Petcare Science Institute research and produced in a single medication-free facility using 100% traceable ingredients. The company reaches horse owners through an independent dealer network, major online retailers (Chewy, Tractor Supply Company, and other equestrian supply stores), and direct-to-consumer online ordering.

Product overview

BUCKEYE Nutrition is a 100% equine-focused company, part of Mars Horsecare US, producing science-based, solution-focused feeds. The product portfolio includes: Feed products (EQ8 Performance Gut Health, EQ8 Gut Health Multi-Textured, EQ8 Senior Gut Health, SAFE N EASY Complete/Senior/Performance/Pelleted, Growth Pelleted/Textured Sweet Feed, Foal Starter); Ration Balancers (GRO N WIN, GRO N WIN Alfa, Senior Balancer, Low N Steady); Fat Supplements (Ultimate Finish 25/40/100/SRB+, Ultimate Recovery Performance); Supplements (Mare's Milk Plus, Foal-Aide Paste); and Treats (Apple Snaps, Carrot Crunchers, Peppermint Bits, Reasons Joint Support). Products are formulated by equine nutritionists based on WALTHAM research, produced in a medication-free facility with 100% traceable ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• BUCKEYE Nutrition: 100% equine-focused company producing science-based horse feeds and supplements

Products and services

• GRO 'N WIN™ Ration Balancer Versatile ration balancer to complement a forage-first diet with 13% NSC, lower feeding rate, and 5x the vitamins and minerals of most feeds; helps maintain and build topline and support overall muscle condition. For horse owners seeking balanced forage supplementation.
• EQ8™ Performance Gut Health Extruded Feed 12% fat, calorie-dense extruded feed for performance horses featuring Well-Gut Ingredients (marine-sourced calcium, heat-stabilized yeast, tailored probiotics) for gastric and hindgut support. For owners of competition and working horses.
• SAFE 'N EASY™ Performance Pelleted Feed Performance pelleted feed with 13.5% NSC, no-corn/no-molasses formula, prebiotics and probiotics, delivering caloric fusion for mental focus and steady, controlled energy. For horses with dietary sensitivities needing performance nutrition.
• SAFE 'N EASY Complete™ Pelleted Feed Complete pelleted feed for horses and ponies with poor teeth or limited forage; low in sugar and starch to support metabolism, contains prebiotic fiber for digestive health, and soaks readily in warm water. For senior horses or those with metabolic or dental concerns.
• SAFE 'N EASY™ Senior Extruded Feed Easy-to-chew extruded feed for older horses and ponies with dental issues; low in sugar and starch to support senior metabolism, with prebiotics and probiotics for gut health. For senior horse owners.
• SAFE 'N EASY™ Pelleted Feed Controlled starch-and-sugar feed (12.5% NSC) with high fiber to support healthy hindgut, using digestible energy from fiber and fat. For horses with carbohydrate sensitivities.
• Growth Pelleted Feed Highly fortified pelleted feed for broodmares and growing horses, with balanced amino acids, minerals, and vitamins to support healthy growth, development, and metabolism. For breeding farms and owners of growing horses.
• Growth Textured Sweet Feed Highly fortified textured sweet feed for broodmares and growing horses with guaranteed amino acid concentrations and an ideal blend of fat, fiber, and carbohydrates. For breeding farms and owners of growing horses preferring a textured feed.
• Foal Starter Milk Based Pellet Creep feed for foals under three months of age, easily digestible and palatable, with prebiotics to support healthy hindgut microflora. For owners and breeders of young foals.
• EQ8™ Gut Health Extruded Multi-Textured Feed High fat and fiber multi-textured feed with Well-Gut Ingredients (marine-sourced calcium, heat-stabilized yeast, tailored live probiotics) for gastric and hindgut support. For horses needing targeted gut-health nutrition.
• EQ8™ Senior Gut Health Multi-Textured Feed 14% protein, 10% fat digestible multi-textured feed for senior horses fortified with GRO 'N WIN amino acids, vitamins, and minerals for comprehensive senior equine nutrition. For owners of senior horses.
• GRO 'N WIN™ Alfa Ration Balancer Versatile ration balancer formulated to complement an alfalfa-based diet, with low feeding rate and 5x the vitamins and minerals of most feeds; supports topline and muscle condition for all life stages. For horse owners feeding alfalfa hay.
• Senior Balancer Pelleted Ration Balancer Pelleted ration balancer for senior horses with 2,500 mg of MSM per pound for daily joint support, aids in digestive health, and complements a forage-first diet at low feeding rates. For senior horse owners needing joint support.
• LOW 'N STEADY™ Ration Balancer Low-calorie ration balancer for mature metabolic horses or ponies on a forage-based diet, with 8.5% starch and sugar, supporting stable glucose and insulin levels. For owners of horses with metabolic concerns.
• ULTIMATE FINISH™ 25 Extruded Fat Supplement High-fat extruded supplement with 25% fat from flaxseed, rice bran, and soybeans, supporting brilliant skin and coat condition and healthy weight gain. For owners needing to add calories for weight or coat quality.
• ULTIMATE FINISH™ 40 Fat Supplement Fat supplement rich in omega-3 fatty acids from flaxseed for healthy and shiny coat, low in starch and sugar, with 40% crude fat minimum. For owners needing calorie supplementation without starch.
• ULTIMATE FINISH™ 100 Granulated Fat Supplement Dense-calorie fat supplement with 99% crude fat minimum, rich in fatty acids to promote a full, shiny coat; contains no starch or sugar. For owners needing maximum calorie density without starches.
• ULTIMATE FINISH™ SRB+ Extruded Fat Supplement Calorie-dense supplement with stabilized rice bran, supporting weight, performance, and healthy skin and coat, with a balanced calcium-to-phosphorus ratio for bone health. For owners needing a stabilized-rice-bran fat source.
• ULTIMATE RECOVERY™ Extruded Performance Supplement Performance supplement with branched-chain amino acids, pre- and probiotics, electrolytes, and all-natural vitamin E to support faster muscle and tissue recovery in performance horses. For owners of competition horses needing recovery support.
• Foal-Aide™ Paste Vitamin and trace mineral paste supplement for foals, with organic minerals for optimum absorption and B-vitamins to support energy and metabolism. For foal owners and breeders needing targeted micronutrient support.
• Mare's Milk Plus™ Powdered Milk Replacer Veterinarian-recommended powdered milk replacer for nursing, orphaned, or rejected foals, with highly digestible milk-based proteins to minimize digestive upset. For breeding farms and foal owners needing milk replacer.

Quantifiable outcome

• Zero product recalls in company history
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• WALTHAM Petcare Science InstitutecoreStrategic or Co-development PartnerWALTHAM Petcare Science Institute provides the scientific research foundation for Buckeye Nutrition formulations. The formulations are developed by equine nutritionists based on WALTHAM research, providing science-based, solution-focused feeds.
• Mars Horsecare UScoreStrategic or Co-development PartnerBuckeye Nutrition is part of Mars Horsecare US and operates under the Mars, Incorporated umbrella. This affiliation provides backing for stringent quality standards and operational infrastructure.
• Lloyd's Register Quality Assurance (LRQA)minorOthersLRQA provides independent quality assurance auditing and certification services. Recognized by more than 50 accreditation bodies worldwide, LRQA certification validates Buckeye's quality processes.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Nutrena (Cargill): Nutrena, the feed brand of Cargill Animal Nutrition, produces a broad equine feed portfolio including SafeChoice, Empower, and ProForce. Comparable to Buckeye as a mass-market equine feed manufacturer with Tractor Supply and dealer distribution and overlapping product lines in performance, senior, and mare/foal nutrition.
• Purina Animal Nutrition (Equine): Purina Mills, owned by Land O'Lakes, is the dominant US equine feed brand with a deep equine product line (Equine Senior, Strategy, Ultium). Directly comparable to Buckeye as a science-positioned equine feed manufacturer serving performance, senior, and breeding horse segments through dealers and farm-store channels.
• ADM Animal Nutrition: ADM Animal Nutrition (formerly ADM Alliance Nutrition) produces equine feeds including MoorMan's ShowTec and other performance, breeding, and maintenance lines. Comparable to Buckeye as a large diversified feed manufacturer with a meaningful equine segment and dealer/farm-store distribution.
• Kent Nutrition Group: Kent Nutrition Group produces equine feeds under the Kent and Blue Seal brands, including senior, performance, and mare/foal formulations. Comparable to Buckeye as a regional equine feed manufacturer with overlapping product categories and farm-store distribution.

Direct peers

• Triple Crown Nutrition: Triple Crown is a premium equine feed specialist offering fixed-formula textured, pelleted, and extruded feeds for performance, senior, and breeding horses. Most directly comparable to Buckeye as a science-positioned, premium equine-only brand competing for the same performance and senior horse-owner customer.
• Manna Pro: Manna Pro produces equine supplements, treats, and feeds including weight builders, joint support, and treats (like Buckeye's Apple Snaps and Carrot Crunchers). Comparable to Buckeye's supplement and treat segments, serving the same SMB horse-owner customer through farm-store and online retail channels.
• Platinum Performance: Platinum Performance is a premium equine and canine nutrition company selling science-formulated supplements (gut health, joint, metabolic) directly and through veterinarians. Comparable to Buckeye's ULTIMATE RECOVERY, Senior Balancer, and targeted-nutrition supplement lines, with overlapping premium positioning.
• Seminole Feed: Seminole Feed is a Florida-based premium equine feed manufacturer specializing in fixed-formula textured and pelleted feeds for performance, breeding, and growth. Comparable to Buckeye as a regional/national equine-only feed brand with overlapping customer segments and dealer distribution.
• Tribute Equine Nutrition: Tribute Equine Nutrition (Kalm 'N EZ, Senior Sport) is a premium equine feed brand focused on low-NSC, high-fat, high-fiber formulations for performance, metabolic, and senior horses. Directly comparable to Buckeye's SAFE 'N EASY and EQ8 lines, with similar targeted-nutrition positioning and dealer distribution.

Emerging players

• Standlee Premium Western Forage: Standlee produces premium forage and feed products for horses and other livestock, including chopped alfalfa, tim hay, and complete feeds. Adjacent peer to Buckeye because both target the equine-owner customer through farm-store and online channels, with partial overlap in complete-feed and senior-nutrition categories.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC1fBSAwGBv4V_SQEpbxBcqw
• Facebookfacebook.com/BuckeyeNutrition
• Instagraminstagram.com/buckeyenutrition
• Xx.com/mail7869
• LinkedInlinkedin.com/company/buckeye-foods-inc

Revenue estimate

Valuation estimate

Number of profiles

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 BUCKEYE Nutrition