by Karen Briggs

Toronto, ON — One of the harshest realities of the recent economic downturn is that more and more horses are finding themselves in need of rescue. Underfed by owners who are hurting financially, or sometimes abandoned entirely, the number of malnourished, neglected equines is rising across North America.

Marc Nicols, CEO of Equestrian Factory Outlet, a Canadian-based business which features European brands of riding apparel at discount prices, decided to do something about it. He has forged an alliance with Agribrands Purina Canada to provide hay and grain to equine rescue organizations and shelters, to feed horses in need. The program, which will officially launch in December 2010, is called Shopping Bags for Feedbags.

Here’s how it will work: Equestrian Factory Outlet is commissioning large canvas shopping bags, which can display the logos of up to 25 sponsors along with those of EFO and Agribrands Purina. A $600 donation buys a spot on 5,000 bags, renewable for the next print run of 5,000 for a reduced price of $500. Nicols expects that charitable donation receipts will be issued for each contribution.

EFO then intends to partner with various retailers, who will sell the bags for $4.99. Window decals will alert customers that the bags are available, and that by purchasing one, they will be helping horses in need.

“The great thing is that every level of industry can get involved,” says Nicols. “We’ve been working on this for the past year and a half. I realized that although EFO has a strong mission of giving back to the equestrian community — we have established youth development bursaries, partnerships with therapeutic riding programs, and mentorship programs — there was one important element missing. That was assistance for our equine partners.

“As the economy has deteriorated, people are struggling to feed their stock, and the need is increasing. This is a quiet problem that urgently needs to be addressed. As money comes in from the Shopping Bags for Feedbags program, Agribrands Purina will distribute feed, with the most urgent and critical needs being met first.”

The program will launch in Ontario, but Nicols hopes to see it spread across Canada.