Channel Equine & Rural Business Consultancy

28/05/2026

After reading Aleksandra Spasic’s article in Horse and Industry, I was struck by a deeper question. Who actually speaks for equestrianism today, and why are the loudest voices so often the least experienced.

Social media now shapes public understanding of horses faster than any governing body can respond, and AI is making it even easier to bend narratives and distort welfare debates.

My latest blog explores why these matters for the UK, and why reach without responsibility is becoming one of the biggest risks to the future of the sport.

The UK’s influencer problem and why reach without responsibility is becoming a risk to the sport.

06/05/2026

Biosecurity is becoming one of the most important, and least understood, challenges facing the UK equestrian industry.

From climate driven changes, increased global horse movement, the risk landscape is shifting faster than our systems can keep up.
The latest research from veterinary networks, surveillance bodies and universities paints a clear picture: the UK is now more exposed to infectious and exotic diseases than at any point in recent memory.

Yet, we are still relying on paper passports, voluntary reporting and fragmented data to manage 21st century threats.
I have brought together the most up to date evidence to outline what’s changing, why it matters, and how the sector can respond.

If you work with horses, this is a conversation we all need to be part of.

Fallow the link below to my latest blog

Biosecurity and Disease Spread in the UK: Why the Equestrian Sector Must Modernise Its Defences

23/04/2026

The Hidden Workforce Crisis in the UK Equestrian Industry — And Why It Now Threatens Horse Welfare

The latest national data confirms what many of us across the equestrian sector have been feeling for some time: the UK is now facing a workforce crisis that is limiting participation, constraining business growth, and placing increasing pressure on horse welfare.

This isn’t a short‑term challenge, it’s a structural issue affecting every part of the industry.

Read the full article here:

The Hidden Workforce Crisis in the UK Equestrian Industry — And Why It Now Threatens Horse Welfare

13/03/2026

UK Forage Shortage 2026

The UK forage crisis is now affecting every level of the equestrian sector, from leisure owners to professional yards, and feed merchants are increasingly becoming the frontline support for worried customers. With drought in 2025, an exceptionally wet winter, and hay prices rising to £151/tonne, owners are looking for clarity, reassurance, and practical guidance from the people they trust most: their local feed suppliers.

What makes this year particularly challenging is not just availability, but quality. Long‑term data shows forage is becoming more fibrous, lower in protein, and higher in sugars due to climate extremes. Many owners are unaware of how dramatically this affects feeding decisions, and this is where the trade can make a real difference.

Key areas where feed merchants can support customers effectively:
• Explaining the forage landscape —climate volatility is reshaping yields and nutrition, and owners value clear, simple explanations.
• Encouraging accurate weighing — feeding by weight helps prevent waste and allows owners to plan how long their supply will last.
• Reducing wastage — recommending slow feeders, small‑holed nets, and better feeding setups can save customers 30–60% of their hay.
• Guiding customers on forage replacers — beet pulp, grass pellets, alfalfa pellets, straw‑based chaffs, and high‑fibre cubes all have a place when used correctly.
• Supporting older horses and dental cases — soaked fibre feeds and mashes can be essential when long‑stem forage becomes difficult to manage.
• Highlighting the need for balanced nutrition — with forage becoming more variable, balancers and fortified feeds play a crucial role in maintaining health.
• Discussing digestive stability — sudden forage changes, reduced intake, and inconsistent hay place pressure on the hindgut, and owners often need guidance on how to manage this safely.
• Encouraging forward planning — buying by weight, building relationships with suppliers, and anticipating ongoing volatility helps owners feel more in control.

This is a moment for the equine feed trade to lead with knowledge, clarity, and calm. Merchants who can confidently explain the situation and offer practical, tailored advice will strengthen customer trust and play a vital role in safeguarding equine welfare through a difficult season.

Channel Equine and Rural Business Consultancy

10/03/2026

Recruiting Now: For a Experienced Equine/Rural Field Sales Professionals

A fantastic opportunity to join Thunderbrook Horse Feeds, one of the UK’s fastest growing equine nutrition brands.

Thunderbrook Horse Feeds sits within the Pavo family, one of Europe’s leading horse feed brands, and is part of the wider ForFarmers group. That combination of natural, whole‑food nutrition and serious commercial backing makes this a genuinely exciting time to join the team.

I am supporting the Thunderbrook and Pavo team as they continue to grow the brand, and these roles will be important in shaping the next phase of Thunderbrook Horse Feeds’ development. We want the right people to be part of that journey.

We are recruiting for a Business Development Manager (Field Based, UK) a role for someone who loves building relationships, enjoys being out on the road, and wants to help grow a brand with purpose.

What the role involves
• Expanding Thunderbrook Horse Feeds’ presence across retail, wholesale, and e‑commerce
• Driving new listings, facings, promotions, and in‑store ex*****on
• Providing friendly, credible nutritional advice to retailers and horse owners
• Supporting events, open days, and product launches
• Acting as a trusted ambassador for a brand with a loyal customer base

Who this would suit
• Someone confident, personable, and commercially minded
• Experience in field sales, territory management, or the equine sector
• Comfortable travelling and working independently
• Passionate about horses and good nutrition

If you or someone you know would thrive in this kind of role, please take a look at the link below and share it within your networks. You can also message me for a confidential conversation.

https://www.workingatforfarmers.co.uk/vacancies/business-development-manager



Channel Equine & Rural Business Consultancy

01/03/2026

Crisis Communication, Social Media & Why Every Equine Brand Needs a Plan

In the equestrian sector, trust is everything. Horse owners make decisions based on confidence, clarity, and the belief that a brand will always put the welfare of the horse first. That is why getting communications right, especially in a crisis, is not optional. It is essential.

A few weeks ago, an equine brand in the UK issued a product recall.The recall itself was not the problem; responsible companies recall products when something is not right. The issue was the communication gap that followed.

The initial announcement was brief, lacked context, and left horse owners with more questions than answers. With no engagement from the company, social media filled the silence within hours. Speculation, fear, and frustration spread rapidly. And once that happens, you are no longer managing a recall, you are managing a reputational crisis.

A more detailed explanation eventually followed, but by then the narrative had already run away, fuelled by dozens of negative comments shared over three and a half thousand times in just a few hours, and a community desperate for clarity.

This is the reality of our sector in today’s social media-driven world:

If you do not control the narrative early, social media will take it from you, and it will not give it back easily.

And this is why crisis communication cannot be improvised.

You never know what is around the corner.
A formulation issue, a supply chain error, a lab result, a customer complaint that goes viral, or a sponsored rider being seen doing something they should not, it only takes one moment for a brand to find itself under intense scrutiny.

That is why equine businesses need:
A specialist crisis management planA trained marketing and PR team ready to activate it
A single authoritative voiceFast, factual updatesTransparency without panicA proactive social media strategy
Clear internal governance on who says what, when, and how

Good governance is not just about compliance.
It is about being prepared, prepared to communicate, prepared to lead, and prepared to protect the trust that takes years to build and seconds to lose.

This is an area where I have real, lived experience. I regularly support equine and rural brands in strengthening their communication frameworks, preparing for the unexpected, and managing sensitive situations with clarity and confidence.

Crisis management is not about avoiding problems.
It is about being ready to communicate well when they happen.

And the brands that understand this, and act quickly, calmly, and transparently, will always emerge stronger than those who leave the narrative to chance.

If you would like a confidential conversation, message me or email me at
[email protected]
www.channel-consultancy.com

24/12/2025

A very merry Christmas to all of my customers, colleagues and friends across the equestrian and rural businesses sector.

Channel Equine and Rural Business Consultancy

27/08/2025

As we move into September, I continue to support equestrian and animal health brands across the UK, Ireland, Europe, and the Middle East, helping leadership teams navigate commercial complexity with clarity and confidence.

At Channel Equine & Rural Business Consultancy, we provide:

• Sales and marketing alignment tailored to the needs of the business and the market
• Regulatory assurance across legislation and compliance frameworks
• Leadership support through M&A, brand harmonisation, digital enablement, and change management
• Strategic guidance on sustainability, helping brands navigate the realities of “going green” without compromising credibility or commercial impact

In challenging economic times, strategic focus matters. Whether you are consolidating, repositioning, or preparing for growth, I offer practical, commercially grounded support that protects reputation, unlocks value, and remains strictly confidential.

Recent projects have included onboarding new entrants to the UK/EU feed sector, advising on post-acquisition transitions, and refining messaging for technical audiences.

If your brand is ready to move decisively, get in contact for a conversation about how I can help.

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21/08/2025

Website Management Support – Opportunity to Collaborate

I am currently supporting an equestrian business client who is looking for help with ongoing website management. This includes low-level site maintenance, routine updates, content edits, and general housekeeping.

If you are experienced in WordPress (WooCommerce familiarity would be a bonus) and interested in supporting a well-established brand in the equine sector, I would love to hear from you.

Please feel free to send me a direct message or email [email protected] for more details.

Michael Bacon

18/08/2025

HorsePilot Briefing
UK & European Feed and Forage Outlook – Autumn/Winter 2025 From Channel Equine & Rural Business Channel Equine & Rural Business Consultancy

As autumn approaches, the UK and European equine sectors face a convergence of climate disruption this year, geopolitical instability, and commodity pricing volatility. This is no longer a seasonal squeeze, or a one off event it’s a structural shift that will reshape how horse owners, yard managers, and feed manufacturers prepare for winter going forward.

As you were making up feeds this morning, it will have felt as though these global forces are a thousand miles away. In reality, forage shortages, feed cost inflation, and supply chain issues are no longer abstract risks, they are immediate day to day operational concerns that are knocking on the stable door.

Key Market Pressures:
UK hay yields down by up to 50% in drought-hit regions; with small bale prices exceeding £200 per tonne in the South East of England.
Compound feed prices remain high with UK feed wheat futures for (Nov 2025) increasing sharply per tonne by the day.Oilseed inputs, soya and rapeseed face uncertain winter with trade disruption and EU regulatory constraints.

Strategic Risks to Monitor:
Mainland Europe is contending with erratic weather and tight oilseed supply.
Forage substitution: Fibre replacers will be vital, but availability and pricing will tighten.
Nutrient degradation: Conserved forage loses vitamins E and A supplementation that is essential to balance the diet, Reduced turnout and forage changes risk digestive upset, nutritional wellbeing and behavioural stress.
Logistics and regulation: Imported ingredients may face delays or reformulation due to trade and tariff shifts

Implications for the Sector:
Feed resilience, ration adaptability, and financial planning will define yard viability this winter.
Yard managers: Audit stocks, secure forage early, and review rations with nutritionists.

Manufacturers: Prepare reformulation plans and communicate clearly with retailers and yards.
Leisure owners: Engage early with suppliers and monitor horse condition as turnout reduces.

A Call to Prepare:

If you’re a feed manufacturer, yard manager, or horse owner seeking clarity on what’s next, I would welcome your views.

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