Equine Elixirs Kim and Liz discuss all things Crackdown. Where the name came from, the horse health issues it addresses, and much more.

Transcript

CHRISTINE: Hey everybody, we're all here from Equine Elixirs—Kim, Liz, and me, Christine—and we're going to talk today about Crackdown. First of all, what problem does it solve, and where did that name come from? Sometimes when we're naming a product, it takes us a while to come up with the name.

KIM: It can take us many months based on whatever problem the product is solving. In the case of Crackdown, the name came to us surprisingly quickly. In brainstorming names for the product, we talked about all of the types of issues Crackdown would be addressing, and I'll let Liz speak specifically to those issues but the name Crackdown came quickly because it helps to heal cracks in hooves it takes down the issue. It was such an obvious name to us.

CHRISTINE: So, Liz, where did it come from? What problem did you have that needed solving?

LIZ: Well, one of the major problems that all horse people face is that their horses often have issues with their hooves. If you don't have a horse with solid, healthy hooves, then the rest of their health is really in jeopardy. There's the old saying, "No hoof, no horse." So, it's very important that horses have healthy feet. Of course, depending on where in the country they live, different environmental factors are at play. Hoof supplements are things that horse people are always very interested in.

CHRISTINE: Do you think it's possible for hoof issues to be hereditary? Like how some people have weak nails—they can't get a manicure because their nails are just fragile. They said it was hereditary. Could that be the case with hooves? Is there anything people can do to prevent this, or does Crackdown cover all of that.

LIZ: Certainly, there is a genetic factor at play. Some horses just don’t have feet that are as conformationally correct as others. Then, of course, there’s diet, the environment, where the horse lives and the type and amount of work the horse does. Then there’s the farrier. The farrier’s skill also plays a huge role in correcting any conformational issues to help bring out the best in the horse’s feet. The way horses are put together, some horses are easier on their feet than others; some need more work. It’s a combination of factors.

CHRISTINE: Let's talk about the ingredients. It made me laugh—quinoa, Brazil nuts, kale, sesame seeds, spinach, chickpeas! Are you kidding me? Should I be taking this? Seems like I should take a spoonful every day!

LIZ: Well, you certainly can, but you'll have to trim your nails more frequently!

CHRISTINE: It goes on—lentils, oats, pumpkin seeds, almonds. How do you come up with the concoctions?

LIZ: We come up with these combinations by researching what vitamins and amino acids are needed for strong, healthy hooves. We then find the healthiest ingredients rich in those nutrients. Research shows that the three most important things for hoof health are sulfur, arginine, and methionine. So, we searched for ingredients highest in these amino acids to create the best possible supplement for hoof health. One big misconception is that biotin is crucial for hooves. Horses produce biotin in their hindgut, and very few horses are biotin-deficient. So, you don’t really need to supplement with biotin. Crackdown is much more effective than supplements that over-focus on biotin.

CHRISTINE: Wow, that’s really interesting. When your horse is in pain or struggling with hoof issues, what kind of signs should owners look for?

LIZ: The most obvious sign is lameness, is unsound, or is experiencing an uneven gait. People who spend a lot of time with their horses can usually tell when something is off. Often, issues become noticeable when you try to ride or even just walk them. It’s usually fairly obvious.

CHRISTINE: If a horse has issues with one hoof, does that mean all four are affected?

LIZ: No, not necessarily. A horse could have three perfectly good feet and just one tricky one. Or it might have one brittle foot and three great ones. It’s possible to have a mix of soft and brittle feet—it varies.

CHRISTINE: It almost makes you wish we had more feet to choose from! Not really, of course. Crackdown seems to be very popular. Is it one of your top products now?

LIZ: It’s definitely one of our most successful new products, and it’s become extremely popular. Horse owners are always looking for a hoof supplement that works. Hooves typically grow slowly, so it takes months to see improvements. But with Crackdown, people usually see a difference within one shoeing cycle.

CHRISTINE: That’s a big improvement! I love the name even more now that I understand it.

Christine (6:29 - 6:34): Thanks for joining us today, everyone!

Kim (6:34): Thanks for having us!