Who built this, why, what the content standards are, and how the feed label data was verified.
HorseNutritionGuide.com is a project of Western Media Group, the digital division of Bridle & Bit Magazine — Arizona's premier equestrian publication, established 1978. The team behind this site has deep roots in the western equestrian and Arizona rodeo community, with hands-on experience across reining, team roping, ranch riding, cutting, and the broader western performance horse world.
This is not a feed company site. We are not affiliated with any feed manufacturer, retailer, or supplement brand. No feed brand pays for placement or favorable treatment in our decoder, matchmaker, or library. Assessments are based solely on what the label says and what the nutritional science shows.
Horse owners stand in feed stores every day holding bags they can't fully read. The ingredient list is opaque, the guaranteed analysis is full of abbreviations, and the marketing on the front of the bag bears little relationship to what's actually inside. Vets are expensive and often not available for routine feeding questions. Online information is scattered, inconsistent, and frequently wrong.
The average horse owner is not a nutritionist — but they don't need to be one to make better feeding decisions. They need a plain-English translation of what the label actually says, matched against what their specific horse actually needs. That's what this tool does.
We also believe that horse owners who can't afford a $300 vet call for a feeding question still deserve accurate information. This tool is free, has no login, and never will have a paywall on core functionality.
We apply the same editorial standards to this site that Bridle & Bit Magazine has applied to equestrian journalism since 1978:
Our verified feed label library contains guaranteed analysis values and full ingredient lists for feeds we have directly confirmed from primary sources. The library is built and maintained according to the following process:
Feeds are only added to the library when we have confirmed the ingredient list and at minimum: crude protein, crude fat, crude fiber, calcium, phosphorus, selenium, and Vitamin E. NSC (or starch + sugar) is required for any feed likely to be evaluated for metabolic horses.
Feed formulas change. We note verification dates and flag feeds where formulas may have been updated since our last verification. If you notice a discrepancy between our library data and a current feed bag, the bag is authoritative — manufacturer formulas change and our library reflects data at time of verification.
HorseNutritionGuide.com is an educational feed literacy tool. It is not:
For horses with diagnosed metabolic conditions, active laminitis, PPID, PSSM, or other health conditions requiring dietary management, a complete diet evaluation by a qualified equine nutritionist working from hay analysis, current health status, and body condition scoring is the appropriate standard of care. This tool helps you understand what you're feeding — it does not replace that evaluation.
Photograph any feed label and get a plain-English breakdown in seconds.