Pryde’s EasiFeed
Pryde's EasiFeed is an Australian, family-owned equine nutrition manufacturer founded in 1986, producing extruded horse feeds, supplements, and balancer pellets from a dedicated Feed Safe–accredited mill in Gunnedah, NSW, sold via an Australia-wide stockist network plus New Zealand and Asia.
- Company typePrivate
- Founded1986
- HeadquartersGunnedah, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pryde’s EasiFeed does
Pryde's EasiFeed is an Australian, family-owned equine nutrition company founded in 1986 and headquartered in Gunnedah, NSW, operating from a dedicated horse-only feed mill with Feed Safe accreditation. The company manufactures extruded and pelleted horse feeds, supplements, and balancer pellets using extrusion cooking technology, in which grains are cooked under heat and moisture to maximise small-intestine starch digestion and eliminate the hindgut fermentation issues associated with uncooked or pellet/steam-flaked grains. Its portfolio spans roughly a dozen branded SKUs — including EasiSport (grain-free, metabolic), Stamina (concentrated racehorse feed), EasiRide (pony club/working), EasiResult and EasiResponse (performance), EasiPrep (show/sale), BioMare Cubes (breeding and growing), and supplements EasiFibre, EasiOil, EasiKeeper, and 150 Pellet — with set-recipe (non-least-cost) formulation and in-house plus independent laboratory testing for quality control. Products are sold in 20–25 kg bags and 500 kg/1T bulk formats through an Australia-wide stockist network, with direct phone/email ordering and extension into New Zealand and parts of Asia. The company also runs the EasiFeed Selector online diet-formulation tool, sponsored riding teams across multiple disciplines, and a content-led marketing program (InfoHub, 'How To' videos, newsletter, social media) aimed at horse owners across breeding, growing, performance, racing, aged, and metabolic-prone segments. The business model is straightforward unit-pricing on physical goods, with no subscription or enterprise contract layer disclosed.
Pryde’s EasiFeed firmographics
Firmographics- Name
- Pryde’s EasiFeed
- Legal name
- Pryde's EasiFeed
- Website
- https://prydes.com.au
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pryde's EasiFeed is an Australian, family-owned equine nutrition manufacturer founded in 1986, producing extruded horse feeds, supplements, and balancer pellets from a dedicated Feed Safe–accredited mill in Gunnedah, NSW, sold via an Australia-wide stockist network plus New Zealand and Asia.
- Ownership category
- akta.pro rank
Pryde’s EasiFeed industry classification
Industry- Product category
- Equine Feed Manufacturing
- NAICS
- Animal Food Manufacturing (3111), Animal Food Manufacturing (31111), Other Animal Food Manufacturing (311119)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA)
- akta.pro secondary industries
- Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Performance & Conditioning Feeds (High-Energy/Sport Horse) (AFADAEAD), Equine Breeding & Growth Feeds (Mares, Foals, Yearlings) (AFADAEAF), Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG), Equine Nutrition & Therapeutic Diets (HLAMAHAE)
Keywords
Where Pryde’s EasiFeed is headquartered
LocationHeadquarters
- HQ city
- Gunnedah
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Pryde’s EasiFeed business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Horse Feed and Supplement Sales: Direct sales of extruded horse feeds, supplements, and balancer pellets through a network of Australian stockists and direct phone/email orders. Products sold in bag sizes (20kg, 25kg) and bulk (500kg, 1T).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bag products (20-25kg) |
| Unit Pricing | Pay-as-you-go | Bulk products (500kg & 1T) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Pryde’s EasiFeed product offering
Product offeringCore offering
Pryde's EasiFeed manufactures and sells a full range of extruded and pelleted horse feeds, balancer pellets, and equine supplements in Australia. The product line spans complete feeds for breeding, growing, racing, performance, show/sale preparation, and maintenance horses, plus targeted supplements for fibre, oil, vitamins, and minerals. Products are sold in 20–25 kg bags through stockists and 500 kg / 1 tonne bulk bags for larger horse operations.
Product overview
Pryde's EasiFeed is an Australian horse feed company offering a comprehensive range of extruded and pelleted horse feeds, supplements, and balancer pellets designed for various horse categories including racing (Stamina), performance (EasiSport, EasiResponse, EasiResult), show/sale preparation (EasiPrep), breeding (BioMare Cubes), and general maintenance (EasiRide). The portfolio includes core complete feeds, concentrated formulas requiring grain supplementation, and targeted supplements (EasiFibre, EasiOil, EasiKeeper, 150 Pellet). Products feature extruded grain technology for improved digestibility and hindgut health, with specialized formulations for metabolic conditions (EasiSport grain-free), muscle building, and coat enhancement. The company supports customers with the EasiFeed Selector online tool for customized diet planning.
Differentiator
Problem solved
Functional benefit
Products and services
- EasiSport Grain-free, low-sugar horse feed with less than 1.1% starch and 7% sugars, formulated for horses with laminitis, ulcers, tying up, or hyperactivity. Provides cool energy for calm yet responsive behavior.
- Stamina Concentrated race horse feed in extruded sweet feed form. Provides complete racing nutrition at 2 kg/day with added grain, delivering 14.0 MJ digestible energy and 18% crude protein.
- EasiRide Premium pony club and working horse pellet formulated for pleasure, pony club, equestrian, and breakers. Provides quality nutrition at an economical price with consistent batch-to-batch quality.
- EasiResult Controlled performance feed for fussy eaters with a highly palatable formulation. Extruded to maintain calm yet responsive behavior with superior nutrient digestibility.
- EasiResponse Extruded cubes providing complete nutrition for topline, condition, and endurance. Suitable for sport horses, performance horses, and endurance horses.
- EasiPrep Show and sale preparation horse feed designed to get horses looking their best from the inside out. Features organic copper and omega fatty acids for brilliant coat color and shine.
- BioMare Cubes Complete feed for breeding and growing horses, providing an all-in-one feeding solution for lactating mares and youngstock.
- EasiFibre High-energy fibre supplement for horses requiring additional calories from fiber sources rather than grains.
- EasiOil Oil supplement providing omega 3 and 6 fatty acids for coat shine and additional calories.
- EasiKeeper Low-dose vitamin and mineral supplement for topping up horse diets.
- 150 Pellet Concentrated mineral balancer pellet for pastured horses to meet vitamin and mineral requirements without excess calories.
- EasiFeed Selector Online diet formulation tool that tailors feeding programs to individual horse needs based on workload, breed, and condition.
Quantifiable outcome
- Extruded grains are consistently more digestible than other cooking methods (pelleting, micronizing, steam flaking)
- +1 more outcomes
Companies that use Pryde’s EasiFeed
Customer profileSegments8 records
Ideal customer profiles2 records
Pryde’s EasiFeed technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Pryde’s EasiFeed partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights6 records
Pryde’s EasiFeed competitors and assessment
Company assessmentDirect peers
- Dodson & Horrell: UK-based premium horse feed manufacturer with extensive supplement and complete feed lines. Comparable as a specialty equine feed brand operating in regulated retail and stud farm channels.
- Hygain: Australian equine feed manufacturer also using extrusion/cooked grain technology. Direct competitor serving the same racing, performance and breeding segments across Australia.
- Ranvet: Australian equine nutrition company producing feeds, supplements and electrolytes. Competes closely with Pryde's supplement and complete feed SKUs in the Australian market.
- Hallway Feeds: US specialty horse feed manufacturer focused on racing and performance equine nutrition. Comparable as a premium equine-only mill with set recipes and dedicated quality control program.
- Kentucky Equine Research: Global equine nutrition research company developing feed formulations and supplement programs for horses. Comparable as a science-driven equine nutrition brand serving professional breeding and racing operations.
- Mitavite: Australian premium horse feed brand offering racing, breeding, performance and supplement lines. Direct competitor with overlapping product portfolio and Australian distribution.
- CopRice: Australian rice-based feed manufacturer with equine, pet and livestock lines. Competes with Pryde's in Australian equine feed retail with focused horse nutritional products.
Broad incumbents
- ADM Animal Nutrition: Global agricultural major with extensive equine feed and supplement offerings including MoorMan's and equine specialty brands. Broad incumbent competing in horse nutrition across multiple geographies.
- Purina Animal Nutrition (Nestlé): Global animal nutrition giant under Nestlé with extensive equine feed lines including Equine Senior and Omolene. Overlaps with Pryde's on horse complete feeds but within a much broader portfolio across species.
Emerging players
- Stance Equine: Australian gut-health focused equine supplement brand. Comparable as a newer entrant targeting premium equine nutrition through differentiated functional ingredients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Pryde’s EasiFeed social profiles
Digital presencePryde’s EasiFeed compliance and trust
Trust signalCompliance1 record
Pryde’s EasiFeed financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pryde’s EasiFeed leadership team
Management profileNumber of profiles
Pryde’s EasiFeed funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pryde’s EasiFeed M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pryde’s EasiFeed
What does Pryde’s EasiFeed do?
Pryde's EasiFeed manufactures and sells a full range of extruded and pelleted horse feeds, balancer pellets, and equine supplements in Australia. The product line spans complete feeds for breeding, growing, racing, performance, show/sale preparation, and maintenance horses, plus targeted supplements for fibre, oil, vitamins, and minerals. Products are sold in 20–25 kg bags through stockists and 500 kg / 1 tonne bulk bags for larger horse operations.
Is Pryde’s EasiFeed a public or private company?
Pryde’s EasiFeed is a private company. It is classified as family owned and is currently operating.
When was Pryde’s EasiFeed founded?
Pryde’s EasiFeed was founded in 1986. It employs 11 to 50 people.
Where is Pryde’s EasiFeed based?
Pryde’s EasiFeed is headquartered in Gunnedah, Australia, in the Oceania region.
How does Pryde’s EasiFeed make money?
One revenue line is on record: horse Feed and Supplement Sales.
Who are Pryde’s EasiFeed's main competitors?
Direct peers on record are Dodson & Horrell, Hygain, Ranvet, Hallway Feeds, Kentucky Equine Research, Mitavite and CopRice. Broad incumbents are ADM Animal Nutrition and Purina Animal Nutrition (Nestlé). Stance Equine is listed as an emerging player.
Does Pryde’s EasiFeed have an API?
No public API is recorded for Pryde’s EasiFeed.
What industry is Pryde’s EasiFeed in?
Pryde’s EasiFeed's product category is Equine Feed Manufacturing. Its primary akta.pro industry code is AFADAEAA, Complete Equine Feeds (Pelleted/Extruded/Textured), with a secondary code of AFADAEAE, Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC). Its NAICS code is 3111 and its SIC code is 2000.