Bluegrass Horse Feeds

What Bluegrass Horse Feeds does

Bluegrass Horse Feeds, operated by A N Irwin Feeds Ltd, is a Northern Ireland-based equine nutrition manufacturer producing over 25 specialist horse feed products from its Stilloga Mills facility in Eglish, Dungannon, County Tyrone. The company was founded in 1998 by Kenneth Irwin, whose family has been involved in milling since 1847, and operates as Ireland's exclusive Team Member of Kentucky Equine Research (KER). All formulations are underpinned by KER's equine nutrition research and fortified with KER micronutrients, Bioplex chelated trace elements, marine-derived calcium, omega-3 fatty acids, and pre/pro/postbiotics.

The product portfolio addresses five customer segments (performance and competition horses, breeding and stud horses, senior horses, leisure and maintenance horses, and youngstock and foals) with specialized feeds spanning high-energy performance cubes (Hi-Performance Mix, Race Horse Cubes), low-starch gut-health formulations (Re-Leve, Re-Solve, Re-Lite), conditioning mashes (Turmash, Cool N Condition Cubes), balancer products (Stamm 30), breeding-specific feeds (Mare Prepare, Stud Mix/Cubes), and senior horse feeds (Revive Senior). A companion Bluegrass Dog Delight sub-brand extends into dog nutrition. The company also offers a free nutritional consultation service and diet request sheet.

Revenue is generated primarily through a B2B channel-partner model, with products distributed through over 200 authorized merchants and stockists across Ireland and the UK, supplemented by direct-to-consumer engagement through the company's website, stockist locator, and event sponsorships at venues such as the Dublin Horse Show, Balmoral Show, and Cheltenham Festival. Pricing is not publicly disclosed. The company is privately held, family-controlled, and shows no external institutional investment.

Name

Bluegrass Horse Feeds

Legal name

A N Irwin Feeds Ltd

Website

https://bluegrasshorsefeed.com

Company type

Private

Founded year

1998

Operating status

Operating

Short description

Bluegrass Horse Feeds is a Northern Ireland-based equine nutrition manufacturer producing over 25 scientifically formulated horse feed products, distributed through 200+ merchants across Ireland and the UK under an exclusive partnership with Kentucky Equine Research.

Ownership category

akta.pro rank

Product category

Equine Nutrition Feeds

NAICS

Other Animal Food Manufacturing (311119), Animal Food Manufacturing (31111), Dog and Cat Food Manufacturing (311111)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Grain Mill Products (2040)

akta.pro primary industry

Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA)

akta.pro secondary industries

Equine Concentrates & Balancers (Ration Balancers, Fortified Concentrates) (AFADAEAB), Equine Performance & Conditioning Feeds (High-Energy/Sport Horse) (AFADAEAD), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Nutrition & Therapeutic Diets (HLAMAHAE)

Keywords

• Equine nutrition feeds
• Horse feed manufacturing
• Animal feed supplements
• Equine dietary products
• Horse nutrition advice

Headquarters

HQ city

Dungannon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Horse Feed Product Sales: Bluegrass Horse Feeds generates revenue through the sale of premium horse feed products including mixes, cubes, balancers, and specialty feeds. Products are sold through a network of over 200 merchants across Ireland and the UK.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Bluegrass Horse Feeds manufactures and sells over 25 scientifically formulated horse feed products including mixes, cubes, balancers, conditioning feeds, performance feeds, breeding feeds and specialty feeds, all fortified with Kentucky Equine Research (KER) micronutrients and manufactured at the company's own mills in Northern Ireland. The company also offers a Bluegrass Dog Delight sub-brand for dog food and provides a free nutritional helpline plus custom diet request service to horse owners, riders, trainers and merchants across Ireland and the UK.

Product overview

Bluegrass Horse Feeds is an animal nutrition company producing scientifically formulated horse feeds and companion animal feeds. The product portfolio consists of over 25 specialist horse feed products across multiple categories: high-energy performance feeds (Hi-Performance Mix, Race Horse Cubes, Race 13, Competition Mix), low starch/gut health feeds (Re-Leve Mix, Re-Solve Cube, Re-Lite Cube), conditioning feeds (Turmash mash, Cool N Condition Cubes, Prime Conditioning Mix), balancer products (Stamm 30, Oat Balancer Mix), breeding and stud feeds (Mare Prepare, Stud Mix, Stud Cubes, Foal And Yearling Mix), senior horse feeds (Revive Senior), and general maintenance feeds (Nice & Easy Mix/Cubes, Horse & Pony Mix/Cubes). The range also includes fibre supplements (Better Beet, chaff products, Sugar Beet Nuts), specialty products (Respire Cube for respiratory/joint/GI support), and a dog food sub-brand (Bluegrass Dog Delight). All products are underpinned by research from Kentucky Equine Research (KER) and fortified with KER micronutrients.

Differentiator

Problem solved

Functional benefit

Products and services

• Respire Cube High-energy performance cube formulated to support respiratory, joint and gastrointestinal health. Rich in omega-3 EPA and DHA from marine oil, contains prebiotics, probiotics and postbiotics, high-quality protein for muscle development, and Bioplex trace elements; designed for performance horses, racehorses, horses with EIPH history and seniors.
• Mare Prepare Feed specifically formulated for breeding stock to support mares during breeding and throughout the reproductive cycle. High in marine-derived omega-3 EPA and DHA and fortified with KER micronutrients including chelated trace minerals and B-vitamins.
• Turmash High fibre, low starch conditioning mash containing turmeric, providing anti-inflammatory and antioxidant properties and supporting gastrointestinal health, joint health and coat shine.
• Stamm 30 Low calorie, complete balancer containing live yeast cultures, providing high-quality protein, vitamins and minerals while supporting gastric and hindgut health. Can be added to forage-only diets, oats, cereals or complete feeds.
• Re-Leve Mix Low starch, low sugar, high fibre mix scientifically formulated to support gastrointestinal health. Contains Stamm 30 balancer, prebiotics (FOS and MOS), and energy from super fibres, vegetable oil and stabilised rice bran; studies show lower post-exercise creatine kinase.
• Re-Solve Cube Low starch, low sugar, high fibre cube containing Stamm 30 balancer, providing high-quality protein, vitamins and minerals with extra flavourings to increase palatability for horses prone to tying up.
• Re-Lite Cube Low starch, high fibre cube specifically formulated to support gut health as a low-calorie option, suitable for anxious or nervous behaviours and horses prone to colic, tying up, gastric ulcer or hind gut acidosis.
• Revive Senior Highly digestible mix supporting condition and joint health for senior horses. Can be fed dry or soaked, fortified with Stamm 30, and contains turmeric for joint support and mobility.
• Cool N Condition Cubes High-calorie cube promoting topline through slow-release energy sources. Contains Equi-Jewel stabilised rice bran, is oat-free with high-fat content, and uses micronised cereals for enhanced digestibility.
• Prime Conditioning Mix High fat conditioning mix containing highly digestible cereals, vegetable oil, Equi-Jewel stabilised rice bran, alfalfa for gastric health and Stamm 30 balancer.
• Hi-Performance Mix High energy oat-based performance mix with fast release energy. Features micronised cereals, Stamm 30 balancer, natural vitamin E and encapsulated live yeast cultures.
• Nice & Easy Mix Oat-free, non-heating, fully fortified feed for horses and ponies in light work, providing a balanced diet of key nutrients with vegetable oil for slow-release energy.
• Nice & Easy Cubes Oat-free, non-heating, fully fortified cubes for horses and ponies in light work, providing balanced nutrition with slow-release energy sources.
• Horse & Pony Mix Oat-free, non-heating fully fortified feed containing a calming pack with live yeast cultures, prebiotics and acid buffers for gastrointestinal health.
• Horse & Pony Cubes Fortified cubes with calming pack containing live yeast cultures, prebiotics and acid buffers for horse and pony gastrointestinal health and calm behaviour.
• Race Horse Cubes High energy cubes designed for racehorses in full training, providing fast-release energy for performance.
• Race 13 High energy racehorse feed formulated for performance horses.
• Stud Mix Feed formulated for breeding stock and stud horses, supporting reproductive health and condition.
• Stud Cubes Cube feed for breeding stock providing sustained growth nutrition for mares and foals.
• Flax Plus Feed supplement containing flax for omega fatty acid supplementation.
• Equi-Jewel Stabilised rice bran providing a high-fat, low-starch energy source for horses.
• Competition Mix Feed designed for competition horses requiring sustained energy and condition.
• Foal And Yearling Mix Development feed formulated for foals and yearlings supporting healthy growth.
• XL-ENT Foal Pellets Pelleted feed for foals designed for development and sustained growth.
• Prep 14 High fat feed for horses requiring preparation for sales or competitions.
• Fastrak Cubes High energy cubes for horses requiring quick energy release.
• Better Beet High fibre feed supplement derived from sugar beet pulp.
• Donkey Cubes Specialized cubes formulated for donkey nutritional requirements.
• Garlic Chaff Chaff feed with garlic supplementation for horses.
• Traditional Chaff Standard chaff feed for horses.
• Sugar Beet Nuts Sugar beet pulp product for fibre supplementation.
• Oat Balancer Mix Balancer feed with oats for horses requiring additional nutrients.
• Bluegrass Dog Delight Nuggets — Chicken & Rice Dog food product with chicken and rice formula, sold under the Bluegrass Dog Delight sub-brand.
• Bluegrass Dog Delight Muesli Dog food muesli product sold under the Bluegrass Dog Delight sub-brand.

Quantifiable outcome

• Bluegrass customers had 8 winners and 36 placings across the board at the 2025 Cheltenham Festival
• +1 more outcomes

Named customers8 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

One partnership is on record.

• Kentucky Equine Research (KER)coreTechnology or Integration · 1 January 1998Bluegrass Horse Feeds is Ireland's exclusive KER Team Member, partnering with the world's leading research centre in equine nutrition based in Kentucky. This partnership provides access to extensive research in equine nutrition and exercise physiology, with all Bluegrass feeds, formulas, and product development programmes underpinned by KER expertise.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Connolly's RED MILLS: Ireland-based competitor manufacturing scientifically formulated horse feeds with distribution across Ireland, the UK, and internationally. Most direct geographic and product-line competitor to Bluegrass, also serving racing, breeding, and performance segments.
• Dodson & Horrell: Established UK horse feed manufacturer with a broad range of performance, leisure, and specialist feeds distributed through a UK and Ireland merchant network. Direct competitor in the same regional market with overlapping SKUs across racing and leisure segments.
• Baileys Horse Feeds: UK-based manufacturer of compound horse feeds and balancers, distributed through independent merchants. Comparable product portfolio (cubes, mixes, balancers) targeting performance, leisure, and breeding segments in the same UK/Ireland geography.
• Allen & Page: UK horse and pony feed manufacturer with a strong natural, non-GM positioning and similar merchant-led distribution. Comparable product mix focused on performance, leisure, and veteran horses in the same regional market.
• Saracen Horse Feeds: UK horse feed manufacturer focused on tailored nutrition for racing, breeding, and competition horses. Direct competitor with similar specialty/conditioning feed positioning and shared distribution through UK and Ireland stockists.
• Gain Horse Feeds: Ireland-based horse feed brand manufacturing performance, leisure, and stud feeds. Geographic peer operating in the same Irish/UK market with overlapping customer segments among trainers and breeders.

Broad incumbents

• Spillers (Mars Horsecare UK): One of the UK's oldest horse feed brands, now owned by Mars, offering an extensive portfolio of equine nutrition products across multiple price tiers. Larger incumbent with broader marketing reach and superior shelf placement in UK/Ireland merchants.
• Purina (Nestlé) Animal Nutrition: Global animal nutrition brand owned by Nestlé offering equine feeds alongside livestock and companion animal products. Broad incumbent with significantly larger scale, R&D budget, and multi-category portfolio compared with Bluegrass.

Emerging players

• TopSpec (HorseHage): UK manufacturer of balancer-focused horse nutrition products with strong word-of-mouth reputation among amateur and competition riders. Niche peer with partial overlap in balancer and performance feed categories.

Others

• Kentucky Equine Research (KER): Kentucky-based equine nutrition research centre that is Bluegrass's exclusive research partner and supplier of micronutrient technology. Not a competitor but a strategic ally whose formulation backbone underpins Bluegrass's premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Bluegrassfeeds
• Facebookfacebook.com/bluegrasshorsefeeds
• Instagraminstagram.com/bluegrasshorsefeed
• TikToktiktok.com/@bluegrasshorsefeed
• LinkedInlinkedin.com/company/bluegrass-horse-feed

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Bluegrass Horse Feeds