UW Extension Horse
Hay Marketing
Program 2007
Buyers Survey
Keith VanderVelde
UW Extension Marquette County
480 Underwood Ave.
Montello, WI 53949
608-297-9153 ext #4
Keith.Vandervelde@ces.uwex.edu
Horse Hay Marketing Program
Phone Calls to Seven Stables in Wisconsin &
Illinois
Questions Asked
Related to Hay Buying and Feeding
Most had similar concerns
Feed 350 horses hay each year-limited pasture land due
to high land cost
Ninety percent of the horses are boarded for other owners
Board rates ranged from $350-$750 per month
Hay was a major part of most horses diets
Most stables averaged 20-25 lbs of hay per head per day
or 9,200 lbs per year (4.6 ton per year/horse)
Horse Hay Marketing Program
Buyers Survey
Top Ranked Issues:
Forage Quality/Safety
Concerned about horse health and liability issues
Forage Uniformity and Consistency
Want to feed hay and grain at constant levels with no changes
Size of Bales
Prefer small squares weighing 45 lbs (1/2 bale per horse)
Several stables big squares ok if they have tractor/loader
Round bales only used for rough board (outside penned)
 Regular Delivery with Dependable Timing
Cannot run out or get down to 3-4 day supply in winter

Horse Hay Marketing Program
Buyers Survey
Top Ranked Issues:
Price-least important-at $4 per bale the hay cost per
month is only $60 per month ($4/2 x 30 days=$60). Hay cost
per horse per year is $720. Hay in 45 lb bales at $4 per bale
is selling for $177 per ton. At 4 tons per acre the gross
sales are $711 per acre.
Stables spend more on Insurance and Hired labor
Clients want horses to receive the best hay based on
color and texture
Stables want hay that does not cause colic, heaving, or
coughing
Stables strive to minimize situations that involve calling
veterinarians.

Horse Hay Marketing Program
Getting the Business
1.
Have the right product
1.
Grass/legume mix in small square bales
2.
Bright green color-no rain damage
3.
Store inside or sell direct from field
4.
Have a forage analysis available
5.
Give some feeding recommendations for the
hay
Horse Hay Marketing Program
Getting the Business
1.
Distinguish Your Business:
1.
Business Stationary
2.
Hay related Invoices
3.
Produce Tags that go on each Delivery
4.
Deliver in Clean trucks and trailers
5.
Have good signage on trucks-name, phone, e-mail,
website, product
6.
Wear clean clothes-cowboy hat and boots create
positive impression
7.
Take time to visit with owner or manager of stable
8.
Treat the help with Respect
Horse Hay Marketing Program
Getting the Business
1.
How Big is the Business:
1.
American Horse Council Estimates the U.S.
Has 10 million horses
1. Exceeds the 9.1 million dairy cows
2. For each horse there are 3 beef cows
2.
There are 2 million horse Owners in U.S.
3.
35% earn less than $50,000
4.
28% earn more than $100,000
5.
70 % live in towns with less than 50,000
residents
Horse Hay Marketing Program
Getting the Business
1.
Know the Clients:
1.
2.
3.
Horse owners spend on horses not
Harleys or Boats
Horse industry is a discretionary
income industry
Horses often fall into the pet or
companion animal category
Horse Hay Marketing Program
Getting the Business
1.
Category of Owners:
1.
Professional Owners and Trainers
1. Racetracks, training facilities, ranches, breeding farms
2. Rely heavily on quality feed products
2.
Competitive Riders
1. Compete in various horse related events/shows
2. Interested in performance of feed products and price
3.
Recreational Riders and Owners
1. Trail riders
2. Interested in performance, price and availability
4.
Caretakers
1. Own Pasture Pets
2. Focus on price and convenience
Horse Hay Marketing Program
Getting the Business
1.
Questions to Ask Before Entering the Market
1.
What is My Product?
1. Must be Quality Grass/Legume Mix
2.
Who is My Customer?
1. Figure out customer needs: bale size and quantities
3.
Where Can I Sell:
1. Direct to Client
2. Direct to Feed Store or Hay Broker
4.
How am I Going to Get Hay to Customer?
1. Logistics
2. Store and Unloading-enough space for semi-load