Bluegrass Equine Products, Inc

What Bluegrass Equine Products, Inc does

Bluegrass Equine Products, Inc., doing business as Bluegrass Animal Products, is a privately held animal health company founded in 1995 and headquartered in Lexington, Kentucky. The company manufactures veterinarian-formulated dietary supplements and care products for horses, dogs, and cats, with its portfolio centered on three species-specific probiotic sub-brands: EquiOtic for horses, Caniotic for dogs, and FeliOtic for cats.

The core technology relies on host-specific Lactobacillus reuteri strains cultured from each target species, combined with Saccharomyces boulardii yeast and specialized egg proteins (IgY antibodies) targeting common gastrointestinal pathogens such as salmonella, clostridia, and E. coli. Products are differentiated by guaranteed bacterial counts in the billions of CFUs per dose rather than millions, and by formulations positioned for specific use cases including daily maintenance, neonatal immune support, antibiotic recovery, and stress-related GI upset in performance animals. Additional offerings include the EQ-BIOS yeast blend, Equi-BuildER rice bran oil supplement, Foal & Mare neonatal probiotic, and EQ-SLIPPER hoof protection device.

The business operates a direct-to-consumer e-commerce model through its own website (bluegrassanimalproducts.com), complemented by multi-channel retail distribution through SmartPak, Chewy, Farm Vet, Big Dee's, Schneider Saddlery, and Dover Saddlery. Products are priced in the $21 to $145 range per unit, and revenue is generated through one-time consumable purchases by individual horse, dog, and cat owners as well as breeders, with veterinary practitioner recommendation serving as a key demand driver. The company operates with 1-10 employees, has no external institutional funding, and is led by founder Dr. Bernard, a board-certified large animal veterinarian.

Name

Bluegrass Equine Products, Inc

Legal name

Bluegrass Equine Products, Inc.

Website

https://bluegrassanimalproducts.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Bluegrass Equine Products, Inc. manufactures veterinarian-formulated species-specific probiotic supplements and care products for horses, dogs, and cats, sold direct-to-consumer online and through major pet and equestrian retailers across the United States.

Ownership category

akta.pro rank

Product category

Animal Health Supplements

NAICS

Animal Food Manufacturing (31111), Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Equine Nutrition & Therapeutic Diets (HLAMAHAE), Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ)

Keywords

• Equine probiotic supplements
• Animal dietary supplements
• Canine probiotic products
• Feline probiotic supplements
• Equine hoof care

Headquarters

HQ city

Lexington

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, Technology or R&D, Marketing or Sales

Revenue model

1. Direct Product Sales (E-commerce): Revenue generated from direct-to-consumer sales through the company's own e-commerce website, with products shipped to end customers (horse owners, dog/cat owners, breeders).
2. Retail/Marketplace Distribution: Products sold through third-party online retailers and equestrian supply stores including SmartPak, Chewy, Farm Vet, Big Dee's, Schneider Saddlery, and Dover Saddlery.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels4 records

Core offering

Bluegrass Equine Products, Inc. manufactures and sells veterinarian-formulated, species-specific probiotic dietary supplements and animal care products for horses, dogs, and cats. The product portfolio centers on three sub-brands — EquiOtic (horses), Caniotic (dogs), and FeliOtic (cats) — built around Lactobacillus reuteri and Saccharomyces boulardii formulations, plus complementary equine products such as the EQ-SLIPPER hoof protection device and Equi-BuildER rice bran oil supplement. Products are sold direct-to-consumer via the company website and through major online and equestrian retail partners.

Product overview

Bluegrass Animal Products is an animal health company specializing in species-specific probiotic dietary supplements for horses, dogs, and cats. The company operates as a direct-to-consumer e-commerce business and distributes through retail partners. The product portfolio centers on three species-specific probiotic sub-brands: EquiOtic for horses (encompassing syringe pastes, daily packets, and BOOST formulations), Caniotic for dogs (including tablets, oil drops, liquid, paste, and puppy preparations), and FeliOtic for cats. Supporting horse products include EQ-BIOS (Saccharomyces boulardii blend), Equi-BuildER (rice bran oil supplement), Foal & Mare (neonatal support), and EQ-SLIPPER (hoof protection device). All probiotic products feature Lactobacillus reuteri and/or Saccharomyces boulardii at guaranteed CFU levels, with host-specific bacterial strains to ensure GI tract recognition and colonization.

Differentiator

Problem solved

Functional benefit

Brands

• Equiotic: Equine probiotic supplement brand containing Lactobacillus reuteri and Saccharomyces boulardii for horses
• Caniotic
• FeliOtic

Products and services

• EquiOtic Daily Packets

Quantifiable outcome

• 20 billion CFU Lactobacillus reuteri and 20 billion CFU Saccharomyces boulardii per 20cc dose (Equiotic 60cc syringe)
• +3 more outcomes

Segments4 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

Direct peers

• Platinum Performance: Equine-focused nutrition company offering veterinary-formulated supplement feeds and wellness products for performance horses. Directly comparable in equine supplement positioning, veterinarian-led formulation, and direct-to-consumer plus retailer distribution.
• Farnam (Central Garden & Pet): Long-standing equine care products brand (horse supplements, dewormers, hoof care, fly control) sold through tack shops, farm stores, and online equine retailers. Comparable in equine supplement category, retail channel mix, and equine-owner end customer.
• Tomlyn (Vetoquinol): Animal health supplement brand under Vetoquinol USA offering probiotics, calming, and immune products for cats, dogs, and horses. Comparable in probiotic and GI supplement SKUs across species, premium pet specialty positioning, and e-commerce plus vet/retail distribution.
• Nutramax Laboratories: Veterinary-founded animal health supplement company (Cosequin, Proviable, Dasuquin) selling condition-specific joint, digestive, and liver support products through vet channels and major pet retailers. Highly comparable in product category, veterinarian-developed positioning, and multi-species SKUs.
• VetriScience Laboratories (FoodScience Corporation): Veterinarian-formulated pet supplement brand offering condition-specific chews and tablets (joint, GI, calming) sold through vet clinics and pet retailers. Highly comparable in veterinarian-developed positioning, multi-species pet supplements, and vet-channel go-to-market.

Broad incumbents

• ADM Animal Nutrition: Global animal feed and nutrition manufacturer with equine, pet, and livestock product lines including specialty supplements. Comparable in animal nutrition manufacturing and equine/companion-animal supplement category, but operates at commodity-scale rather than specialty niche.
• Nestlé Purina PetCare: Largest pet food and treat manufacturer in the U.S., with Purina Pro Plan Veterinary Supplements line covering GI, joint, and calming categories sold through vet clinics and mass retail. Comparable as a multi-species supplement competitor with overwhelming distribution and marketing scale.
• Ceva Animal Health: Global animal health company offering veterinary pharmaceuticals, vaccines, and supplement lines (e.g., ADAPTIL, FELIWAY) across companion and production animals. Comparable as a broader animal-health incumbent with GI/calming supplement adjacencies, but with vastly larger R&D and global distribution.

Others

• SmartPak Equine: Largest direct-to-consumer equine supplement retailer and a current Bluegrass distribution partner; sells competitor equine supplements (including its own private-label SmartPak products) and colic/ulcer/GI lines. Comparable as a shared go-to-market channel and a competing supplement brand in the equine category.

Emerging players

• Pet Honesty: Digitally-native pet supplement brand (calming, probiotic, joint) sold primarily through Amazon and Chewy. Comparable in pet probiotic and functional supplement SKUs and direct-to-consumer plus Chewy distribution, but operates at meaningfully larger scale and marketing intensity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bluegrassanimalproducts
• LinkedInlinkedin.com/company/bluegrassanimalproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bluegrass Equine Products, Inc