Equidiet: Innovating Equine Nutrition with Liquid Fiber Feed

Equidiet, founded by Sandra Murphy, is a pioneering company producing the world's first liquid fiber feed for horses. Recognising colic as a significant threat, Equidiet offers a natural, chemical-free solution to reduce dehydration for horses of all breeds and disciplines. 

Sandra Murphy's journey began when her horse suffered severe dehydration during a hunting day. This incident motivated her to develop EquidGel®. Armed with a BSc in Equine Sports Science and a background in business administration, Sandra showcased her product at the British Equine Trade Association Congress in 2014. Despite initial challenges, she successfully gained interest and sales, laying a solid foundation for Equidiet's growth.

Engagement with Business Lincolnshire

To streamline operations, Sandra sought support from Business Lincolnshire. They provided invaluable assistance in regulatory compliance, intellectual property protection, and industry connections. Sandra utilised grant funding, social media training, action plans, and research support to ensure Equidiet's setup and growth were on solid ground.

Expansion into International Markets

Sandra envisioned Equidiet as a global product from the outset. She became an East Midlands Export Champion with support from Business Lincolnshire, the Lincolnshire Chamber of Commerce, and the Department for Business and Trade. Sandra established distribution networks and supply chains internationally through trade missions and networking opportunities. Veterinary professionals and institutions worldwide recognised Equidiet's products, leading to organic growth.

Challenges and Future Plans

Sandra faced hurdles as a female business founder and ethnic minority entrepreneur but remains committed to fostering inclusivity. She participated in the Black Founders Connect network and received the Black British Business Award in 2020. Future plans include internationalising the website into seven languages, expanding product offerings beyond equine markets, and refining marketing strategies with specialised expertise.

Advice to Other Businesses

Reflecting on her journey, Sandra emphasises strategic planning and market research. She encourages entrepreneurs to prioritise efforts based on demand and suitability, leveraging available resources and industry partnerships. Sandra's advice underscores the importance of resilience and collaboration for business success.

"Exploring the global market involves careful planning, extensive research of different markets, and making smart choices," explains Sandra Murphy. "Technology makes the world smaller, but selling your product in other countries requires finding the right markets and fitting your product well. It's all about being strategic and getting help along the way."

Business Lincolnshire has supported Equidiet's journey from a visionary concept to a thriving international business. Sandra's entrepreneurial spirit and strategic guidance exemplify how collaboration and perseverance drive success. Equidiet's story inspires aspiring entrepreneurs seeking to make a global impact.