Frankfort, KY - The state's signature equine industry has received a much needed shot in the arm with the announcement that horses have been added to the Kentucky Proud marketing program.
The word came by way of the Kentucky Department of Agriculture (KDA), the Kentucky Horse Council (KHC) and the Kentucky Equine Education Project (KEEP.)

The organizations along with the Kentucky Thoroughbred Association (KTA) have worked for the last three years to make this happen and, according to information from KDA, "as new members,Ö horse farms in the Commonwealth will be eligible to receive financial grants from the state Department of Agriculture, will be eligible to participate in a cost-share program, and will be able to use the Kentucky Proud logo in advertising their equine products."

Leaders in the equine industry said the action couldn't have come at a better time as the agricultural marketing program generated over $200 million in retail sales of Kentucky farm products last year.

 Ginny Grulke, executive director of the KHC said there will be a lot of benefits for all horse breeds in the state because of this program.

"We always say that Kentucky is the horse capital of the world, which I think especially from a thoroughbred standpoint that is absolutely true. But, this is a way now, to start marketing using a branding technique," she said. "We're basically branding our horses as Kentucky horses so it helps to build on a reputation we already have nationally and internationally."

Along with more recognition for both thoroughbred and non-thoroughbred breeds, Grulke said ideally and hopefully this move will help to increase the price horse breeders and owners will get for their animals."

She also said because horses, although agricultural, are different than most of the Kentucky Proud products, trainers or those who instruct riders will be allowed to market their training services and use the Kentucky Proud name.

"They may not be breeding horses but they are using Kentucky horses in their horse-based businesses so it's quite broad actually in terms of who is eligible to be registered Kentucky Proud and then apply for the marketing grants," she said.

Grulke added that while her organization has traditionally worked with the non-thoroughbred breeds, this program could certainly help smaller thoroughbred farms which comprise most of that sector of the equine industry.

Cara Stewart, field director for KEEP said while the horse industry is still looked upon by some as being in the grey area where agriculture is concerned, those in the industry understand that connection since they are raising a product on Kentucky land and using other Kentucky resources to better the product just like other farmers.

"We truly thought this was a great fit. I think part of the unknown was there are so many different varieties of horses and disciplines and their usage, they just needed a little help and a little bit of education as far as how would it best suit the horse industry," she said of those working with Kentucky Proud program.

Stewart pointed out that sometimes the state is better known outside its borders for its quality of horses as opposed to inside and how great an opportunity it is to use something as widely known here as Kentucky Proud to market the equine industry.
She also said the industry is better coordinating to promote itself as a whole instead of individual sectors working independently, as has been the norm.

"We've never really marketed ourselves outside of our industry. This is going to give us the opportunity to learn from other sectors of agriculture as well as share a little bit of how we market," Stewart said.

Having seen such a drop in cash receipts over the last few years, she said those in the equine business have had to wake up and realize that unless it is protected, the industry could indeed go away, pointing out the exit of the state's standardbred industry to other states with better incentives.

David Switzer, executive director of the KTA/Kentucky Thoroughbred Owners and Breeders' Association said it was the work by one of the board's directors, Frank Penn, who being a proponent for Kentucky Proud since it started, got that organization involved.

"Frank is a horse, cattle and tobacco farmer and he understands agriculture and thought if there was anyway we could use it to help market the Kentucky thoroughbred we ought to try and do that," said Switzer.

Penn worked with officials at the KDA in an effort to get the marketing program connected with the horse industry, an effort that obviously paid off.

"We have worked for years trying to make people understand that the horse industry is part of agriculture and since this is an agricultural program, I think this takes us one step toward our goal," said Switzer.
He added that there are positive outcomes in being recognized in the agriculture arena. Currently horses are considered a companion animal which keeps the equine industry from getting tax breaks on feed, fencing and equipment where other livestock operations enjoy those incentives.

"I think this could help us in getting over that next hurdle so we are treated like livestock," Switzer said. "Because of the constraints on peoples' budgets, one thing they tend to do is cut back on marketing dollars. This is going to allow our folks to do some co-op advertising through the Kentucky Proud program and better use marketing dollars so we can continue to promote the Kentucky bred thoroughbred for sales and keep us a significant industry."

For those interested in the Kentucky Proud program, the KDA notes that individually, farms should contact KEEP or the Kentucky Horse Council for applications and more information.

"Once approved, farms will have access to all the services and support that the KDA gives to members of that program, including marketing assistance and product promotion, as well as participation in a cost-share program," according to information released by the KDA.

To learn more go to KEEP's web site at http://www.horseswork.com or the KHC web site at http://www.kentuckyhorse.org.