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Opinion — Sara M. Kirkwood · Clearly labeled. This is not a scientific claim.

In the business world, “proprietary” is a fancy way of protecting intellectual property. It’s the gate that keeps others from duplicating your secret sauce. But in the largely unregulated world of horse supplements, that gate often creates a wall between the brand and the consumer. It leaves us wondering: Is what I think is in there actually in there? And more importantly, is it enough to actually work?

Anyone can slap a proprietary label on a bag and avoid being held accountable for the specifics. Technically, I could tell you a product contains isoquercetin to help with a horse’s histamine response. But if I’m only “fairy dusting” a tiny amount into the mix — an amount that won’t actually move the biological needle — I’m still technically telling the truth.

Functionally, though? It’s a failure. It won’t do the job you’re buying it for.

That’s why I’m not doing proprietary anything. I’ve had other business owners and peers tell me I’m crazy or ask if I’m sure I want to take this leap. For me, it’s not even a question. I don’t come from a place of scarcity. Scarcity says if you get a piece of the pie, there’s less for me. I don’t live that way. I believe there is enough room for everyone to succeed, and the way I want to live my life is by helping everyone else rise — my peers, my customers, and especially the horses.

As a manufacturer, the decisions I make at the mixing table have a direct effect on an animal’s quality of life. If I bring a product to market that isn’t as good as I could possibly make it, or if I’m not forthright about what’s inside, the real “effect” is a horse that isn’t getting the support it needs. It’s an owner who spent hard-earned money and is now frustrated because they still can’t help their horse.

I can’t sleep at night if that’s my business model.

Maybe it goes back to my military background, but I have a phrase on a loop in my head: The standard is the standard. In the military, there’s a right way to do things. That’s the standard. If you aren’t hitting it, it’s substandard. It’s “unsat.” It’s not okay. You do it again, and you do it right.

To me, the standard for equine care is total transparency. If I’m not meeting that, I’m not meeting the standard. You can see exactly what’s in Benchmark and Benchmark MAX — every ingredient, every dosage, every study linked. The Library exists specifically so you can read the same primary research I read and verify the reasoning yourself. No gatekeeping. No mystery. Just the math.

My co-founder Sara Martínez Herrera wrote about the specific ingredient obsession behind this — choosing isoquercetin over standard quercetin because bioavailability actually matters — in The “Secret Sauce” is Actually Just Science. Same philosophy, different angle. Worth reading alongside this one.

I’ll always be a horse person first and a business person second, because my alignment with my own morals and ethics is worth more than a “secret” formula. I’m just going to keep doing it the right way… because the standard is the standard.

This is an opinion piece. It reflects the perspective of Sara M. Kirkwood, founder of Improve Equine, and is clearly labeled as such. See the Science section of The Library for the peer-reviewed research behind every ingredient decision.

Referenced in this piece:
Isoquercetin Bioavailability Research ·
Benchmark & Benchmark MAX ·
Quercetin & Mast Cell Research ·
The Library ·
The “Secret Sauce” is Actually Just Science ·
About the Founder

Opinion — Sara M. Kirkwood · Clearly labeled. This is not a scientific claim.

If you’ve spent much time around horses, you’ve probably seen the standard play: if a horse isn’t drinking enough, the go-to is salt and electrolytes to “hack” their biology into getting thirsty. The idea is to create a physiological need, cross our fingers, and hope they drink enough to offset the very minerals we just gave them.

Now, don’t get me wrong — salt and electrolytes have their place. If a horse is working in extreme heat or doing heavy exercise, they absolutely need them. But for most horses getting a well-balanced diet (which usually includes about two tablespoons of salt a day), their baseline needs are already covered. When we’re just trying to ensure a horse stays hydrated during a weather shift or a stressful day, adding more salt can be unnecessary — and potentially counterproductive.

The flaw in the loop is that if a horse is already tipped toward dehydration and they don’t drink enough to flush those extra minerals, we haven’t actually solved the problem. We’ve just made a dehydrated animal even more so.

Because salt and electrolytes are naturally bitter, the common fix is to add sugar or molasses to make the bucket palatable. While those products work for some, they introduce complications I can’t afford in my own barn. Between my two metabolically sensitive Mustangs and my draft mule, Ruthie, I have to be incredibly careful. I’m looking at these products as an owner who cannot have my horses ingesting hidden sugars or unnecessary calories just to get them to hydrate. If you’re managing a horse with Cushing’s, insulin resistance, or laminitis, you already know this calculation intimately.

I started wondering… what if we moved toward desire-based hydration instead?

Instead of trying to trick their biology, why not make the water something they actually want to consume? I decided to look at the herbs and spices we already know have supportive health benefits and use them for their original purpose: flavor. By mixing these with human-grade, organically sourced whole foods — carrots, apples, pumpkins, bananas — and a touch of organic oat flour for “mouthfeel,” the whole experience changes.

I ended up creating 11 different flavors because horses have distinct opinions. Think of it like inviting a friend over to your house. You don’t just shove a drink in their hand and tell them what they’re having; you say, “Hey, this is what I have — what would you like?” To make it even easier, I offer these in samplers so you can try a few (or all of them) to see which ones your horse actually gravitates toward. Once you know their favorites, you can stock up, and the solution is easy peasy.

It also makes management so much easier. When a big weather shift hits, I don’t have to stand out in the freezing cold, holding a bucket and trying to entice a horse to take a sip. I can set up a choice of flavors in a stall or leave 40 gallons of flavored water out in the pasture next to their regular fresh water. I can head back inside, bundle up, and when I check on them later, the flavored trough is usually drained.

The best part? These are low-calorie treats — usually 35 calories or less per serving — that are safe for the metabolically compromised. And because there’s no salt, electrolytes, or copper, it’s safe for the dogs or any wild animals that might stop by for a sip. That’s the whole premise behind The Farmily™ — one product, every animal on your farm.

I’m always looking for a softer, more intuitive way to partner with my horses. When we stop trying to “hack” them and start taking their opinions into consideration, they usually tell us exactly what they need. The Water Buffet method is the clearest demonstration of this I know — you put out the options, you step back, and they vote with their nose. Watching my horses choose their favorite flavor and drink deeply isn’t just a relief… it’s a reminder that a little hospitality goes a long way.

This same desire-based logic is what makes scent conditioning work for horses who refuse to drink at shows. If you’ve built a positive association with a flavor at home, that association travels — even to a show ground with unfamiliar chlorinated water. Why horses refuse to drink at shows covers the protocol. And for those of us in Florida dealing with well water that smells like sulfur, Florida horse hydration addresses the same aromatic masking principle applied to a different problem. The principle doesn’t change: you’re always working with what the horse’s nose finds appealing, never forcing past it.

This is an opinion piece. It reflects the perspective of Sara M. Kirkwood, founder of Improve Equine, and is clearly labeled as such. See the Science section of The Library for peer-reviewed research on hydration and equine health.

Referenced in this piece:
Safe Hydration for Metabolic Horses ·
Flavors Hydration Mix — All 11 Flavors ·
Sampler Packs ·
The Water Buffet Method ·
Why Horses Refuse to Drink at Shows ·
Florida Horse Hydration ·
The Farmily™ ·
The Library