Honest To Goodness Horse Treats Q&A: Ingredients, Sustainability, and Care

Q: Absorbine has been a go-to brand for horse care for over 130 years. What inspired the team to move into horse treats, and why now?
A: At our core, we’ve always been focused on helping horses feel their best. Over time, we kept hearing from horse owners—including people on our own team—that they wanted a treat they could feel just as good about giving as the care products they trust from us.

Q: Walk us through the product development journey. What were the non-negotiables when it came to the ingredient list?
A: From day one, the ingredient list had to be simple, recognizable, and purposeful. As a horse owner myself, I didn’t want anything in these treats that I wouldn’t feel confident feeding my own horses.

That meant no added sugar, and no fillers like corn, wheat, or soy. Every ingredient needed to have a reason for being there—whether it was for taste, texture, or nutritional value.

We also wanted to keep the ingredient list tight. It’s easy to keep adding things, but the discipline was in saying no and focusing on doing a few things really well.

Q: Honest to Goodness is the first Upcycled Certified® horse treat. For readers who may not be familiar, can you explain what "upcycled" means in this context and how these ingredients are sourced?
A: Upcycled ingredients are foods that would otherwise go to waste but are still perfectly nutritious and safe. In our case, that’s fruit like apples and bananas that might not meet retail standards due to size, shape, or cosmetic imperfections.

Instead of being discarded, those fruits are repurposed into high-quality ingredients for our treats. It’s a way to reduce waste while still delivering something that’s both nutritious and appealing to horses.

Q: Food waste is a massive issue. Roughly 30 billion pounds are wasted in the U.S. annually. How does using upcycled fruit directly address that problem, and how did you go about finding the right fruit partners?
A: Using upcycled fruit is a small but meaningful way to be part of the solution. By incorporating these ingredients, we’re helping redirect usable, nutritious food back into the supply chain instead of letting it go to waste.

Q: The treats are made with just nine ingredients: alfalfa, oats, flaxseed, and upcycled apple or banana, with no corn, wheat, soy, or added sugar. How did you land on that formula, and how important was the nutritional profile beyond just the treat aspect?
A: The goal was to strike a balance between something horses love and something owners feel good about feeding every day.

We started with a base of ingredients like alfalfa and oats that horses are familiar with and enjoy, then added flaxseed for its nutritional benefits. The upcycled fruit brings natural sweetness without needing to add sugar.

The nutritional profile was absolutely a priority. Even though it’s a treat, we didn’t want it to feel like an “empty” one. It needed to align with how people are feeding their horses overall—simple, wholesome, and mindful.

Q: The heart shape is a sweet touch! Were there fun or unexpected moments in the development process or things that surprised the team along the way?
A: The heart shape actually came from that connection between horse and owner. Treat time is such a small moment, but it’s meaningful—it’s part of the bond.

One of the more surprising parts was just how particular horses can be. We went through multiple iterations to get the texture and flavor just right. You think you have it nailed, and then a horse tells you otherwise pretty quickly. That feedback loop was both humbling and fun.

Q: The eco-friendly commitment doesn't stop at the ingredients. The bags are made with 30% post-consumer recycled material. How does sustainability factor into the brand's overall philosophy going forward?
A: Sustainability is something we’re continuing to build into how we think about products from the ground up. With Honest to Goodness, it started with the ingredients, but it didn’t stop there. Packaging was an important next step.

Going forward, it’s about making thoughtful choices wherever we can—whether that’s sourcing, packaging, or how we bring new products to life.

Q: What has the response been like from horse owners so far? Any feedback that's really stuck with you?
A: The response has been really encouraging. Owners appreciate the simplicity of the ingredient list and the fact that there’s no added sugar.

One piece of feedback that sticks out is when someone says they feel good reaching for these treats every day—not just occasionally. That was exactly what we hoped for. And of course, hearing that even picky horses love them never gets old.

Q: What's next for Honest to Goodness? Are there new flavors, formats, or innovations in the pipeline?
A: We’re really excited about expanding the line, especially when it comes to new flavors. The response so far has been incredibly positive, and it’s clear that horse owners are eager to see what else we can bring to the category.

Staying connected to our customers will be a big part of that process. We’re listening closely to how people are using the treats and what their horses are loving, and that insight will help guide where we go next.

Our goal is to keep building on what’s working and continue introducing options that feel just as thoughtful, simple, and horse-first as the originals.