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The mission of our team is to improve the well-being of horses by providing the equestrian community with superior service, education and innovative equine products.


Our vision is to lead the way – through relationships and innovative behavior – to an equine industry revolution in hoof care practice.



  1. Relationships are the life blood of our business.
  2. We approach each interaction with empathy and respect.
  3. We act as a corporate family that takes ownership of our life together.
  4. Education for our customers and selves empowers our community.
  5. We build our culture of integrity through honesty, doing what we say and consistency in our actions.
  6. Having the courage to be innovative moves the needle in our personal and professional lives.
  7. Life is short-have fun! We cultivate an intense culture, but fight against a tense culture.
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