HQ: Can you tell us briefly how Spurwing was founded in 1993 and what the core inspiration behind the brand is?
Spurwing was founded in 1993 with a clear and practical vision: to produce reliable, high-quality horse feed that genuinely supports performance, health and longevity. The brand was born out of hands-on experience in farming and animal care, where it became clear that horses perform best when their nutrition is simple, consistent and based on sound science rather than trends.
From the beginning, Spurwing’s inspiration has been rooted in doing the basics exceptionally well – using carefully selected raw materials, formulating feeds to suit real working conditions, and maintaining strict quality control. Over the years, that same philosophy has guided Spurwing’s growth, allowing the brand to earn the trust of horse owners who value dependable nutrition that delivers results, season after season.
At its core, Spurwing stands for practical nutrition, built on experience, and driven by respect for the horse we feed.
HQ: Can you introduce us to the team?
From our home base, Philip Benson, Managing Director, oversees the business alongside Kelsey Gardner, Operations Executive, who manages day-to-day operations and production. Financial management is handled by Julie Knatten, Finance Executive, while Maxine Cooper supports customers across KwaZulu-Natal as our KZN Territory Manager.
Our Johannesburg operations are led by Adèle McLeod, Sales Executive, who manages sales and customer relationships in the region. She is supported by Desiré Raath, who oversees all Johannesburg-based administration and accounts, ensuring smooth regional operations.
In the Western Cape, our newly established Cape Town depot in Melkbosstrand is home to Hayley Collier, Western Cape Territory Manager, who leads sales and customer support in the region. She is supported by Ronel Retief, who manages administration and accounts for the Western Cape, providing dedicated local support to our customers.
HQ: What distinguishes Spurwing within the South African equine feed market? What key values or philosophies drive the brand?
Spurwing’s philosophy is rooted in the belief that exceptional nutrition starts with care — real care for horses and the people who love them. While the Benson family’s equestrian legacy laid the foundation, it is the dedication of the entire Spurwing Horse Feeds team that drives the brand forward. Every team member, from our nutritional specialists and production staff to our sales representatives out visiting yards, shares a commitment to the health, performance, and long-term well-being of every horse we feed.
At the core of everything we do is an unwavering belief in quality over quantity. We do not chase shortcuts, volume, or trends at the expense of the horse. Instead, every ingredient choice, formulation decision, and production process is guided by one non-negotiable principle: horse welfare comes first. From the feed room to the field, our purpose is to support horses in a way that is responsible, thoughtful, and rooted in genuine care.
When it comes to feeding recommendations, the starting point is always the horse in front of us. Horses differ widely in age, temperament, digestive sensitivity, and – most importantly – workload. We believe the most effective nutrition supports the way horses are naturally designed to eat, which is why we consistently recommend fibre-first feeding strategies that promote digestive health and steady, usable energy.
We offer a wide and varied range of products, which allows us to provide truly horse-specific feeding recommendations. No two horses are the same, and the ability to feed them accordingly is something we have worked hard to establish, and are proud to offer. Our range includes meal and pelleted options that span grain-free and grain-inclusive, molasses-free and low-NSC formulations, enabling us to match feeds accurately to individual needs without compromise.
This flexibility allows us to support horses at all stages of life and across all levels of work, while maintaining a focus on long-term health, sound digestion, and sustainable performance rather than short-term results.
HQ: Can you tell us about your new product range?
When we set out to diversify our feed range, we were, as a team, adamant that we wanted to create products that genuinely reflected our dedication to quality. At the same time, we recognised a growing and increasingly important segment of the market with very specific and often misunderstood feeding requirements, and we were determined to serve it properly.
Our pelleted range is unique in that it is not only molasses-free and grain-free, but also excludes full-fat soya, while still delivering balanced energy, high-quality fibre, and a complete spectrum of vitamins and minerals. Achieving this balance was no simple task. The development process was rigorous and deliberate, and our pelleted range took nearly two years to fully establish, refine, and perfect.
Our Balancer is molasses-free and formulated at 25% protein, with a precise amino-acid profile designed to support muscle development, tissue repair, and hoof quality. While it does include full-fat soya, it remains low-NSC and highly concentrated, allowing for accurate, targeted supplementation where higher protein density is required.
Both our Prime Pellet and Complete Cube are completely molasses-, grain-, and soya-free, offering a genuinely low-NSC solution for horses with metabolic or digestive sensitivities. These pellets are further distinguished by the inclusion of roughages grown and harvested on our own farms, giving us full control over origin, quality, and storage conditions.
Our Lucerne Pellet, which continues to grow in popularity, is made from 100% premium lucerne – pure, consistent, and uncompromised. There is no direct equivalent on the market.
HQ: What kind of research or development goes into your formulations? How do you test and validate that one of your meals meets the intended performance, condition or health goal?
All of our rations are expertly formulated and independently tested to ensure they are correctly balanced and nutritionally sound. This allows us to accurately match each ration to the specific needs of the horses we are assessing, track their progress, and make informed adjustments where necessary.
While the goal may be simplicity, achieving it requires a far more detailed and disciplined process than simply creating a new ration. Before the very first test mix ever reaches the machines, we define the exact purpose of the product; its intended outcome and the nutritional strategy required to achieve it.
Each ingredient is tested to establish its nutritional properties, enabling us to run formulation scenarios using accurate, reliable data. Once a formulation is established, we conduct a series of test mixes, which are then sent for further analysis to verify nutritional integrity. Occasionally, we achieve the desired result on the first attempt, but more often it is an iterative process. At every stage, we consult with additional professionals to ensure each decision is sound and well-informed.
Once laboratory testing meets our standards, we move into on-farm trials using our own horses. As a team of horse owners, we would never release a product we would not confidently feed ourselves, making this a natural and essential step in the development process. These trials typically run for three to six months, allowing us to assess consistency, performance, and real-world results over time.
Only once we are fully satisfied with both the nutritional data and the practical feeding outcomes do we begin to consider launching a product to the market.
HQ: How do you approach ingredient sourcing, particularly in South Africa, where forage quality, fibre, and carbohydrate levels can vary?
Our long-standing relationships with trusted suppliers allow us to be uncompromisingly strict when it comes to the quality of the raw materials we source. In addition, by growing many of our own roughages on our farms, we retain full control over both quality and supply from the ground up.
We are fortunate to operate from an established and spacious facility, which enables us to maintain sufficient stock levels at all times. This means we are never forced into last-minute purchasing or into accepting available raw materials at the expense of quality. Consistency begins long before formulation, and control at this stage is critical.
The quality of raw material ingredients translates directly into the quality of the final feed. For this reason, raw-material sourcing and storage are fundamental to our manufacturing process and play a vital role in preserving the nutritional integrity of every product we produce.
HQ: What are the main challenges you see for horse owners in South Africa, and how does Spurwing provide solutions?
In South Africa, horse owners face a fairly unique set of challenges when it comes to nutrition and grazing management. One of the biggest is how variable grazing can be. Sugar levels in grasses can change dramatically from day to day depending on sunlight, season, rainfall, and regrowth. For horses that are prone to laminitis or metabolic issues, these fluctuations can make management particularly challenging, especially when owners don’t always have clear, practical guidance on how to adjust grazing safely.
Hay and roughage present another challenge. Unlike some international markets, hay analysis in South Africa isn’t always easily accessible or equine-specific. As a result, many owners are feeding hay without truly knowing its sugar, fibre, or energy content. Even hay that looks good can be higher in energy than expected, which can quietly contribute to weight gain, digestive upset, or metabolic strain over time.
On top of this, hay and roughage quality varies widely by region and season. Teff, eragrostis, kikuyu, and lucerne all behave very differently nutritionally, and during dry or drought conditions, grazing availability drops quickly. This forces owners to rely more heavily on stored hay and roughage of variable quality, adding another layer of uncertainty to everyday feeding decisions.
Finally, horses have very different nutritional requirements depending on workload, age, and health status. When diets aren’t properly aligned with these factors – for example, feeding too richly for the level of work being done -issues such as unwanted weight gain, excess energy, or metabolic stress can arise, even when owners feel they are doing the right thing.
At Spurwing Horse Feeds, our approach is to help owners navigate these challenges with feeding solutions designed specifically for South African conditions, supported by practical, experience-based nutritional guidance, not just a one-size-fits-all ration.
We’re fortunate to offer a wide variety of rations that allow us to tailor solutions very precisely. Our range spans from molasses-free and low-NSC options to soya-free formulations, as well as rations built on mixed roughage sources and carefully processed, grain-inclusive diets. This breadth means we can meet the needs of a wide spectrum of horses, rather than forcing different horses into the same feeding model.
This breadth of rations gives us the ability to offer truly tailored feeding solutions for horses at every stage of life and level of work. Because we grow and control many of our own roughages, we can confidently include them in our rations, knowing they are a safe and nutritionally sound option – particularly for horses affected by inconsistent hay supply or grazing with erratic sugar levels.
We often speak about quality, but we are genuinely in the fortunate position of being extremely selective about the raw materials we use. Every raw material is nutritionally verified before inclusion, ensuring that we never compromise on what a horse is actually consuming. We also operate from a dedicated, horse-only feed mill, which allows us to maintain absolute product integrity, safety, and quality. Every ingredient is chosen deliberately, and every ration is formulated with clear intention.
In addition to our complete feeds, we offer targeted supplements designed to address specific nutritional gaps. Products such as Lucerne Conditioner Mix and Hay Presto help increase digestible fibre intake and support hindgut health when grazing or hay quality is suboptimal. Electrolyte supplementation also plays an important role, particularly during periods of heat, work, or competition, where losses can quickly impact performance and overall well-being.
Beyond the feed itself, one of Spurwing Horse Feeds’ greatest strengths is the level of hands-on support we provide. Through yard visits, personalised feeding plans, and ongoing weight and condition monitoring, we help owners interpret their horses’ needs and make informed adjustments based on workload, season, and local grazing conditions.
Ultimately, our goal is to bridge the gap between nutritional theory and real-world feeding — giving horse owners the confidence to manage their horses effectively, even when grazing and hay quality are unpredictable.
HQ: What mistakes or misconceptions do you see regularly in feeding strategy, and what advice would you give riders to avoid them?
One of the most common misconceptions we see is the belief that protein equals condition or energy. Protein is essential, but it doesn’t work that way in the horse. Its primary role is muscle repair, tissue maintenance, and structural support — not providing fuel. Feeding excess protein won’t create more energy or better condition; it simply places unnecessary strain on the horse’s system.
Another big issue is a misunderstanding of energy itself. Energy is a crucial part of the diet, but it’s not a single ingredient, and it’s not inherently ‘good’ or ‘bad.’ Horses derive energy from fibre, fats, and carbohydrates, and the key is matching the type of energy to the horse’s workload, temperament, and metabolic health. When this balance is off, horses can feel flat, sharp, or struggle to maintain condition, even when they’re technically being fed enough.
We also see owners trying to apply human food trends to horse diets – cutting entire food groups, overemphasising protein, or chasing the latest ‘superfood.’ Horses digest and metabolise nutrients very differently to humans, and what works in human nutrition doesn’t necessarily translate safely or effectively to equine feeding.
A lack of understanding around digestion and the role of roughage is another common pitfall. Horses are designed to consume fibre consistently throughout the day. When roughage intake is insufficient or inconsistent, it can affect gut health, behaviour, energy utilisation, and overall wellbeing — regardless of how ‘good’ the concentrate feed might be.
And finally, a surprisingly simple but critical mistake: not weighing feed. Scoop feeding almost always leads to over- or under-feeding. Two horses eating ‘the same amount’ can be consuming very different quantities nutritionally. Weighing feed is one of the easiest ways to improve feeding accuracy and avoid many downstream issues.
The best advice for riders is to step back from trends, focus on fundamentals, and feed with intention. Understand what each component of the diet is there to do, match it to the horse in front of you, and don’t be afraid to ask for guidance — small adjustments, made correctly, can make a significant difference.
HQ: How accessible are your feeds in terms of stockist network, distribution, and rider support across South Africa?
We’re genuinely fortunate to have a well-established network of approved stockists that spans South Africa, which makes our feeds accessible to riders across the country. Our home base and production premises in KwaZulu-Natal are open for direct collections, and we’ve also recently established a depot in the Western Cape to better support riders in that region.
Beyond physical availability, accessibility for us is also about support. We have a passionate and knowledgeable team of feed advisors who regularly conduct yard visits and condition assessments. This allows us to offer advice that’s specific to the individual horse, rather than generic feeding recommendations — something we believe is essential when horses’ needs can vary so widely.
Our website provides a clear and comprehensive list of stockists, making it easy for owners to identify their nearest reseller. And importantly, we remain very approachable as a team. Whether it’s a question about a product, a supplement, or a feeding strategy, we encourage owners to reach out — we’re always happy to help guide them in the right direction.
At Spurwing Horse Feeds, accessibility isn’t just about where you can buy the feed — it’s about ensuring riders feel supported and informed every step of the way.
HQ: Does Spurwing provide any support tools for owners to help them choose and adapt feeds for their horses?
Yes, absolutely. Supporting owners in making the right feeding decisions is a core part of what we do. We’re always contactable via email, WhatsApp, and phone, and our team is readily available to answer questions — whether they relate to product selection, feeding adjustments, or supply.
Our feed advisors also offer on-site yard visits and tailored feeding programmes, allowing us to assess individual horses and provide recommendations based on workload, condition, and management. For owners who prefer a more hands-on, in-person approach, this level of support can be invaluable.
At the same time, we recognise that not everyone wants to pick up the phone, and that’s perfectly fine. Our website is fully functional and provides comprehensive information on every ration in our range. It also includes a ration finder tool, which helps owners assess their horse’s needs and identify suitable feeding options independently.
Between personal consultation and easy-to-use digital tools, we aim to make expert nutritional guidance accessible in whatever way works best for the owner. At Spurwing Horse Feeds, the goal is always the same: to help riders feed with confidence and adapt their horse’s diet as needs change.
HQ: Looking ahead: what is coming next for Spurwing and how do you see equine nutrition evolving in South Africa?
We see these two questions as intrinsically linked.
As the equestrian landscape evolves, so do the demands placed on the horse. Changes in breeding, disciplines, management styles, and performance expectations all influence nutritional requirements. Our focus is not simply on responding to these shifts, but on anticipating them — using science, experience, and observation to predict how the needs of horses will change and to design feeding solutions that support both performance and long-term health.
Education sits at the centre of this approach. We are committed to continually expanding our own knowledge while helping horse owners understand why feeding practices evolve. Informed decisions lead to better outcomes, and education will remain fundamental to how we advise clients, develop products, and build trust within the industry.
Looking ahead, we also see strong potential to broaden the reach of our feeding philosophy. Expanding into other African markets — and potentially beyond — offers an opportunity to make thoughtfully formulated, horse-first nutrition more widely accessible, while maintaining the standards and principles that define our brand.
Ultimately, our future is shaped by a deep respect for the horse and a commitment to staying ahead of the industry’s nutritional needs. By combining foresight, education, and responsible formulation, we aim to provide nutrition that allows horses not only to perform, but to remain healthy and resilient as the industry continues to progress.