Rebranding Unwanted Horses

When there is an unpleasant reputation around something, one way to reshape public perception is by changing the common terminology used. For example, when West Side business people of New York City wanted to erase the rough and crime-ridden reputation of the historic neighborhood of Hell’s Kitchen, they declared it should be known as “Clinton.”

This effort followed a double murder in 1959 in the neighborhood. Over the next decades, some adopted Clinton, but Hell’s Kitchen largely remains the neighborhood’s common name among residents.

There is a movement in the equine industry pushing for a public relations name-makeover with unwanted horses.

The American Horse Council (AHC), the equine industry’s largest trade organization and lobby group, is substituting the terms “horses in transition and at-risk horses” for “unwanted horses.” The AHC has renamed and refocused the Unwanted Horse Coalition, its wing dedicated to the issue, the “United Horse Coalition” and has begun by urging equine media to adopt the new terminology.

What’s in a Name

No thorough qualifications have been given to what the two terms mean. I’m not sure if this is their intention, but a horse in transition isn’t unwanted. In fact, I would argue transition is the stage in which there is a previous career followed by a new role. I would think of the flexibility of Thoroughbreds that move from the track to a sport horse discipline or backyard companion. Definitely wanted, just going through a career change.

“At-risk horses” could be the broad term for horses…

To view the content, please subscribe or login.
 Premium content is for our Digital-only and Premium subscribers. A Print-only subscription doesn't qualify. Please purchase/upgrade a subscription with the Digital product to get access to all American Farriers Journal content and archives online.

Jeremy_mcgovern

Jeremy McGovern

Jeremy McGovern has been a journalist for nearly 20 years. He has been a member of the American Farriers Journal staff for 7 years and serves as the Executive Editor/Publisher. A native of Indiana, he also is a member of the board of directors for the American Horse Publications organization of equine media.

Top Articles

Current Issue

Cover_AFJ_0519_pub.jpg

American Farriers Journal

American Farriers Journal is the “hands-on” magazine for professional farriers, equine veterinarians and horse care product and service buyers.
View More

Must Read Free Eguides

Download these helpful knowledge building tools

View More
Top Directory Listings