Friday, March 09, 2012

Hillside Horse Gets a Jockey...After 3000 Years, Thanks to Irish Bookmaker Prank



England's Uffington Horse is a 3000-year-old iconic carving into a chalky hillside. Was it designed by the ancient Celts as a sign to the gods, like some sort of equestrian crop circle? No one really knows. It's always been there, galloping freely across the vast clear hillsides.

Until this week, that is, when the local people woke up to find a jockey on the horse. and reins.

The amazing publicity stunt was pulled off by the Irish online gambling shop ("bookmaker") Paddy Power. We're in the final run-up to the Cheltenham Festival of National Hunt racing (steeplechasing, more or less, in US racing terms) and an annual prank was expected.

As you can see in the video, they didn't carve the soil, but rather used canvas to create the rider.

Paddy Power is known for its pranks and its controversial (and usually quite humorous) television commercials about gambling.

If you needed to end the week with a smile, this should do it.


© Fran Jurga and Hoofcare Publishing; Fran Jurga's Hoof Blog is a between-issues news service for subscribers to Hoofcare and Lameness Journal. Please, no use without permission. You only need to ask. This blog may be read online at the blog page, checked via RSS feed, or received via a digest-type email (requires signup in box at top right of blog page). To subscribe to Hoofcare and Lameness (the journal), please visit the main site, www.hoofcare.com, where many educational products and media related to equine lameness and hoof science can be found. Questions or problems with this blog? Send email to blog@hoofcare.com.  
Follow Hoofcare + Lameness on Twitter: @HoofcareJournal
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Disclosure of Material Connection: I have not received any direct compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned, other than Hoofcare Publishing. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising.

Tuesday, March 06, 2012

Friends at Work: John Deans Is a Farrier in Maine


What makes a farrier tick? And what makes a farrier tick after 30 years on the job? Maybe it's those horses who hug you back. Maybe it's a walk on the beach with your truck dog in between barn calls. Maybe it's living in a beautiful place like Maine.

Or maybe it's just being comfortable in yourself and loving what you do every day.

I think that's what we have here.

I've known John Deans probably for as long as I've been around the hoof world. We've sat through some of the best and some of the worst lectures and clinics that the farrier associations and vet clinics in New England could organize.

Watching this video made me realize just how long that's been, and how we all get a little sentimental about our jobs when we settle in and realize we've been doing it for a very long time--because it's what we want to do and because we live where we want to live.

I have a feeling that many people could fit the template of this video, but with different landscapes behind them and different truck dogs. It's a fitting template for someone who fits right in in their environment, and is as comfortable with themselves as they are with the animals who share their days.

Technical note: If you're looking closely at what John's doing in this video, you might be confused if you're not from a snowy part of North America. He's applying what we call "snow shoes". They are standard-issue around here. It's hard to see the shoe, but the pad has a big bubble in the center that pops the snow out so that no snowballs form in the foot. The shoe might have borium (hardsurfacing) on it or tiny studs, both for traction, or John might have driven in a couple of tungsten-tipped nails that add traction.


Thanks to Emma Deans (left) for making this video. Emma is John's daughter; she recently graduated from the University of Maine at Farmington and is pursuing what will surely be an exciting career in multimedia journalism. 
You can learn more about Emma and her adventures at http://emmadeans.com/. Something tells me we'll be hearing more from her!


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© Fran Jurga and Hoofcare Publishing; Fran Jurga's Hoof Blog is a between-issues news service for subscribers to Hoofcare and Lameness Journal. Please, no use without permission. You only need to ask. This blog may be read online at the blog page, checked via RSS feed, or received via a digest-type email (requires signup in box at top right of blog page). To subscribe to Hoofcare and Lameness (the journal), please visit the main site, www.hoofcare.com, where many educational products and media related to equine lameness and hoof science can be found. Questions or problems with this blog? Send email to blog@hoofcare.com.  
Follow Hoofcare + Lameness on Twitter: @HoofcareJournal
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Disclosure of Material Connection: I have not received any direct compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned, other than Hoofcare Publishing. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising.

Saturday, March 03, 2012

Equine Laminitis: 2012 Video Education Update from the Animal Health Foundation

The Animal Health Foundation, a non-profit organization that funds laminitis research at Dr Chris Pollitt's Australian Equine Laminitis Research Unit and at universities in the United States, has assembled a quick course update for horse owners and horse professionals on preventing, managing and treating the disease of equine laminitis.

While there is still much that we don't know about laminitis, Donald Walsh, DVM has prepared a primer that should make clear the current state of practical information.

Please watch all five videos in the Animal Health Foundation's EQUINE LAMINITIS 2012 UPDATE and share these videos with everyone in the horse world. This is important information.



1 INTRODUCTION TO LAMINITIS
Does your horse have laminitis or founder? Would you like to prevent the disease? Are you concerned about the dangers of insulin resistance, obesity, over-grazing and hoof condition changes? Have you been told your horse is at risk for laminitis? If you answered yes to any of those questions, this educational video series could save your horse's life. Five concise, free, non-commercial videos from the non-profit Animal Health Foundation offer the latest practical and scientific information to help you help your horse avoid or overcome laminitis in its many forms. Your host: Donald Walsh, DVM, founder of the Foundation and a practicing veterinarian who specializes in laminitis and founder.


2 UNDERSTANDING EQUINE LAMINITIS: HOW DOES LAMINITIS OR FOUNDER AFFECT YOUR HORSE?
What happens in horses' feet during laminitis? What's the difference between laminitis and founder? You will learn three different ways that a horse gets laminitis and the many causes, including Equine Metabolic Syndrome and Cushing's Disease, or "PPID", and support-limb laminitis. The non-profit Animal Health Foundation and Dr. Donald Walsh offer the latest practical and scientific information to help you and your horse avoid or overcome laminitis in its many forms.


3 WHAT CAN YOU DO IF YOUR HORSE HAS "ACUTE" LAMINITIS?
Can you recognize "acute" (sudden onset) laminitis symptoms? How can you help your horse during this medical emergency? Dr. Walsh encourages horse owners to employ the only scientifically-proven method to prevent laminitis: "icing the feet" , or "cryotherapy". Does your horse need blood insulin tests to find the cause of the laminitis? The non-profit Animal Health Foundation and Dr. Donald Walsh offer the latest practical and scientific information to help you help your horse avoid or overcome acute laminitis.


4 CHRONIC LAMINITIS AND FOUNDER
Chronic laminitis means a life of ongoing, crippling pain for horses. What can a horse owner do? Dr. Walsh explains long-term ("chronic") laminitis and current methods of hoof mechanics to support damaged feet. He explains abnormal hormones and that Cushing's disease ("PPID") or Equine Metabolic Syndrome may be the underlying cause. You'll learn about hay testing and benefits of soaking hay in water. Finally, Dr. Walsh speaks frankly about putting some horses to sleep because of advanced laminitis.


5 PREVENT LAMINITIS IN YOUR HORSE
What are the best horsecare practices to protect your horse from laminitis? What are the risk factors? Can icing the feet help? What might a cresty neck or hoof rings mean? You'll learn to recognize early changes in your horse's feet before laminitis occurs and how to correct hormone levels before horses go lame. Dr Walsh suggests ways to prevent supporting limb laminitis in horses with leg injuries.


LAMINITIS RESEARCH. This video, made in 2011, explains the priorities of laminitis research in Dr. Pollitt's Australian Equine Laminitis Research Unit, which is funded in many of its projects by the Animal Health Foundation. It contains the core principles of the AHF concern to make laminitis research relevant and helpful to real people and real horses. Other studies funded by AHF have included genetic studies at Cornell University, endocrine studies at the University of Missouri and Cornell, and Katy Watts' innovative "Safer Grass" studies to analyze how grass founder might be prevented.

The Animal Health Foundation depends on large and small donations to fund research projects. All donated funds go directly to research; the foundation is run by volunteers including Dr. Walsh, whom you met in the video.

Further Animal Health Foundation research will enable us to prevent laminitis and "Free the Horse of this Disease".

Learn more about the Foundation and how you can donate or become involved in the fundraising process.

Thank you.

© Fran Jurga and Hoofcare Publishing; Fran Jurga's Hoof Blog is a between-issues news service for subscribers to Hoofcare and Lameness Journal. Please, no use without permission. You only need to ask. This blog may be read online at the blog page, checked via RSS feed, or received via a digest-type email (requires signup in box at top right of blog page). To subscribe to Hoofcare and Lameness (the journal), please visit the main site, www.hoofcare.com, where many educational products and media related to equine lameness and hoof science can be found. Questions or problems with this blog? Send email to blog@hoofcare.com.  
Follow Hoofcare + Lameness on Twitter: @HoofcareJournal
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Disclosure of Material Connection: I have not received any direct compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned, other than that I serve on the Board of Directors of the Animal Health Foundation, which is a volunteer position. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising.

Thursday, March 01, 2012

Silent Anvil: J. Scott Simpson

The late J. Scott Simpson, horseshoeing icon of the Great West, is in the center of this photo, flanked by Danny Ward on the left and Walt Taylor on the right. This was taken at an American Farrier's Association demonstration in 1988. There must have been more than 1000 farriers watching them that day.

I'm writing this while I'm snowbound and icebound in my little house in New England. I should be 1000 miles away in Mobile, Alabama at the American Farrier's Association convention.

Today I found out I'm not the only one who's missing from the annual gathering of the hoof tribe.

Farrier educator, author, entertainer and raconteur J. Scott Simpson of Arizona and Montana has died but it's too soon to know much. All I can tell you is who Scott was. Or is, since his place in the farrier world is not likely to change just because he's not around. He's part of the fabric, the folklore and the family.

Scott was and always will be revered by possibly thousands of people who went through his farrier training courses at Montana State University, Walla Walla State University and his own Northwest Horseshoeing School.

He magnified his effect on the farrier industry by authoring several farrier books, including one of the overlooked classics of all time, The Mechanics of Shoeing Gaited Horses.

I may be snowbound, but I had these two photos of Scott on my laptop's hard drive; they were taken at Diamond Tool and Horseshoe Company's first "Working Farrier Demonstration", held on a big stage at the AFA convention in 1988. I'm not sure why I have them so handy 25 years later, but I'm glad that I do.

Scott was completely at ease--you could always hand him the microphone and he'd take it from there, whether it was at a shoeing demonstration or in the ballroom at night when he'd sing and play guitar.

Scott began shoeing in the 1950s in California; he learned at Ralph Hoover's famous horseshoeing class at CalPoly University in San Luis Obispo, in the class of 1959, along with his long-time friend, Montana's farrier tool wizard, Mike Williams.

A few years ago, Mike and Scott organized a reunion of horseshoers who had been in Hoover's classes between 1959 to 1961, and they managed to pull together 27 graduates and get them to Montana to take a photo.

Scott started teaching at Montana State in the early 1970s and left there in 1983 for a stint at Walla Walla before starting his own school. He wintered in Wickenburg, Arizona, where he seemed determined to play tennis and team rope in spite of repeated operations to replace things like hips--he was perhaps the first bionic farrier. It seemed like he was always in for replacement parts.

He was vice-president of the American Farrier's Association for several years and was an original mastermind of the AFA's certification program. No, he didn't always agree with people--especially people from east of the Mississippi.

But one of the things that Scott gave the farrier world is also the most enduring and most valuable: his simple, catchy "eagle eye" system of using visual memory to recognize five basic hoof shapes--good old Norman, Spike, Tag, Stubby and...well, everyone knows who the fifth one is.

By my records, J. Scott Simpson was 78 years old. In the last email I received from him, he told about his return to the Catholic church after a long absence and how much he enjoyed two perspectives on Catholicism between Montana and Arizona as he traveled back and forth.

I don't know what sort of funeral plans are being made, or where, but people will not just be saying good-bye to a great friend and farrier. They'll be saying good-bye to a legend of horseshoeing embedded so deeply in the great western tradition that his name is as close to a horse-hold word as you can get.

Ralph! That's the fifth shape from Scott's eagle eye discipline for recognizing hoof shape. How could I ever forget? That's how good a teacher Scott Simpson was. He helped me and countless others cut through the clutter at a time when farriery was getting very cluttered, indeed.

They ought to name a hoof shape, and a lot of other things, after our friend Scott Simpson. Not that anyone who ever met him is likely to forget him, ever. Some of us think of him, subconsciously, every time we pick up a foot. And we always will.

--Fran Jurga


© Fran Jurga and Hoofcare Publishing; Fran Jurga's Hoof Blog is a between-issues news service for subscribers to Hoofcare and Lameness Journal. Please, no use without permission. You only need to ask. This blog may be read online at the blog page, checked via RSS feed, or received via a digest-type email (requires signup in box at top right of blog page). To subscribe to Hoofcare and Lameness (the journal), please visit the main site, www.hoofcare.com, where many educational products and media related to equine lameness and hoof science can be found. Questions or problems with this blog? Send email to blog@hoofcare.com.  
Follow Hoofcare + Lameness on Twitter: @HoofcareJournal
Read this blog's headlines on the Hoofcare + Lameness Facebook Page
 
Disclosure of Material Connection: I have not received any direct compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned, other than Hoofcare Publishing. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising.

Wednesday, February 29, 2012

Farrier Model Dean Dibsdall Wins British Reality TV Show; Next Project Is Documentary of His Life Shoeing Horses


Farrier Dean Dibsdall has been in the news in England lately for his victory in a reality last-man-standing show called "Playing It Straight".  He also works as a model and next month will be the star of a documentary about...himself. (Photo courtesy of Horse and Country TV)
You never know who your friends are. In this case, a perfectly nice farrier from England turned out to be have a second career as a model and, I found out, was even a finalist in the Mr England competition.

And the next thing I knew, he was on a reality show similar to the USA's "The Bachelorette" but with a twist--some of the eligible bachelors were gay. But which ones? And was Dean gay or straight?

I honestly didn't know which he was, but I was cheering him on from the USA anyway.

Dean Dibsdall DipWCF ended up winning the "Playing It Straight" show (was it his burnt hoof after-shave?) and a lot of money. Now the British network Horse and Country is planning a documentary about what it's like to be a farrier celebrity--they'll even follow him when he competes in the farrier events at the National Shire Show in a few weeks.

When I played "do you know..." with Dean, I found that he could rattle off at least three names familiar to American farriers: he lives next to Billy Crothers; he was apprentice to Carl Bettison's second apprentice, Daniel Harman; and he has worked for James Blurton in the past. That seems like the start of a great resume, or like meeting your second cousin, twice-removed, for the first time.

In the farriery world, Dean is four years into his career and shoes horses around Hertfordshire, Bedfordshire and Buckinghamshire, all north of London.

Dean Dibsdall really does shoe horses. "Being a farrier and working with horses is the most important thing in my life," he said in an interview. (photo courtesy of Dean DIbsdall)
It seems a long way around, but if the documentary comes out as Dean describes it, it could well be a great promotion for the farrier profession, as has been his smiling face on the reality show these past weeks.

Let's all celebrate his success and wish him well and  hope that we can figure out a way to see the documentary in the USA.


Here's the press release from Horse and Country TV, and some information from the Hoof Blog files about other farrier models:

Dean Dibsdall, winner of Channel 4’s Playing It Straight series, is to be the subject of a documentary on Horse & Country TV (Sky Channel 280), it was announced today.

The hour-long show, Dean Dibsdall: Model Farrier, will be shown on the British channel in April.

Horse & Country’s cameras will follow Dean as he deals with his new-found fame while working as a specialist in horse hoof care. As well as being a full-time farrier Dean, 28, from Leighton Buzzard, also works as a part-time model. He won the title of "Mr Bedfordshire" last year and represented the county in the final of the "Mr England" competition.

“I’m very excited to be doing this show with Horse & Country TV,” says Dean, ”being a farrier and working with horses is the most important thing in my life.

“I hope fans of Playing in Straight will tune in and be really entertained while at the same time experience a world they wouldn’t normally get the chance to encounter.”

Dean's not the first British farrier
model; eventing specialist
Jamie Goddard
was model for the
TeamGBR clothing line a few years ago.
He shoes for riders like Australia's Paul
Tapner, winner of Badminton Horse
Trials in 2010.
(Jamie Goddard photo)
Jonathan Rippon, Head of Programming at Horse & Country, adds: “Dean is a complete natural on camera and has a hugely engaging personality which will make him a hit both with our regular viewers and those new to H&C.”

The show will highlight the tremendous variety of Dean’s professional life including working with miniature Shetland ponies, alongside vets to help lame horses, visiting a range of livery yards and taking part in a farrier competition at the Shire Horse Show as well as following his new experiences as a fledgling celebrity.

Dean has been a farrier for four years, following in a family tradition that has seen three of his cousins become farriers too. After setting his heart on working with horses Dean underwent more than four years of intensive training at college as well as shadowing a qualified farrier.

“I wasn’t sure what I wanted to do when I left school so one day went out with one of my cousins who was already a farrier and I just took to it straight away,” says Dean, ”It’s a physical job and you get to work with animals outdoors in the fresh air – plus you’re your own boss.”

Working in such close proximity to horses isn’t without its dangers but Dean says: “I’ve had a few broken bones and cracked ribs but you don’t mind when you’re doing something you love.”

British farrier Nick Partridge was the star of a
full-page ad for Herring shoes in the magazine
 for the 2011 Ascot race meet. I thought it
was a horseshoe ad. Fun to see such a well-
shod farrier!
On Monday night British television viewers saw Dean win the E4 network's reality TV series  “Playing It Straight” in which straight and gay guys competed to win the heart of female contestant Cara.

If one of the gay contestants had successfully deceived Cara and been picked by her, he would have won the show’s £50,000 cash prize. Because she chose Dean, one of the genuinely straight contestants, the two of them split the prize, receiving £25,000 (approximately $40,000US) each.

The documentary has been commissioned by Jonathan Rippon, Head of Programming at H&C TV, and is being made in-house at H&C by the production team responsible for other series on the channel such as Top Marks, When Nicki Met Carl and magazine show Rudall’s Round Up.

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© Fran Jurga and Hoofcare Publishing; Fran Jurga's Hoof Blog is a between-issues news service for subscribers to Hoofcare and Lameness Journal. Please, no use without permission. You only need to ask. This blog may be read online at the blog page, checked via RSS feed, or received via a digest-type email (requires signup in box at top right of blog page). To subscribe to Hoofcare and Lameness (the journal), please visit the main site, www.hoofcare.com, where many educational products and media related to equine lameness and hoof science can be found. Questions or problems with this blog? Send email to blog@hoofcare.com.  
Follow Hoofcare + Lameness on Twitter: @HoofcareJournal
Read this blog's headlines on the Hoofcare + Lameness Facebook Page
 
Disclosure of Material Connection: I have not received any direct compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned, other than Hoofcare Publishing. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising.

Tuesday, February 28, 2012

Racing Two-Year-Old Thoroughbreds: Does It Promote Longer, More Successful Racing Careers? Kiwi Numbers Might Not Tell the Whole Story

DSC_0098
Zenyatta was the exception to the rule, if judged by the New Zealand statistics. She began her phenomenal racing career in the fall of her three-year-old season. (Dave Cooper photo)

Just published: The association of two-year-old training milestones with career length and racing success in a sample of Thoroughbred horses in New Zealand JC Tanner, CW Rogers, EC Firth Equine Veterinary Journal. doi: 10.1111/j.2042-3306.2011.00534.x

New research, published this month the Equine Veterinary Journal (EVJ), has suggested that exercise early in life has a positive effect on musculoskeletal health and may have a positive impact on the future racing careers of Thoroughbreds.

The study looked at the association of two-year-old training milestones with career length and racing success in a sample of 4683 Thoroughbred horses in New Zealand. Retrospective data were obtained from the Thoroughbred foal crop born in 2001/2002. Three training milestones were observed: 1) registration with a trainer, 2) trialling to assess race potential and 3) racing.

The association of the training milestones with career length was measured by assessing the number of race starts and the number of years raced.

The results:

1. The horses that raced as two-year-olds had significantly more race starts during their careers from three-years-old onwards than those first raced as three-year-olds or older.

2. Horses that raced as two-year-olds had significantly more years racing.

3. Horses registered with a trainer, trialled or raced as two-year-olds were more likely to have won or been placed in a race than those that achieved these milestones as three-year-olds or older.

4. In addition, horses that first trialled and raced as two-year-olds had greater total earnings than those that first trialled or raced at a later age.

Jasmine Tanner of the Institute of Veterinary, Animal and Biomedical Sciences, Massey University, Palmerston North, New Zealand, who instigated the study, concluded: “Musculoskeletal injuries are one the main causes of wastage in racing and days lost from training. This early study indicates that horses in training or racing as two-year-olds may have better musculoskeletal health throughout life than those first in training or racing at a later age. This could have a positive impact on their future success in racing. If this is indeed the case then it may be possible to manipulate the initiation and structure of race training to reduce the risk of such injuries in the future.”

Tanner previously analyzed statistics of racing milestones for Standardbred racehorses. She is pursuing a Master's degree while also training Standardbreds and recently received an award for her achievements as a trainer. According to the university web site, her research is funded by the New Zealand Racing Board.

Before jumping to conclusions and overlaying this research on American Thoroughbreds, remember that there are environmental and medical differences in Thoroughbreds as you travel around the world. The way that horses are raised differs in the two countries, and in New Zealand, horses are racing almost exclusively on grass. They also are not stabled at racetracks but just travel to the track on raceday. The expectations placed on horses for a number of career starts differs around the world. Also, the medication rules for racing horses are very different from country to country.

It would be simple to say that these results from New Zealand are self-evident. A horse that misses its two-year-old career launch misses it for a reason, usually. It is true that some owners and trainers carefully delay a horse's introduction to racing because they want the horse to be physically mature, but most two-year-olds would have been started had they been healthy or sound enough to do it.

If comparing three-year-olds that have been healthy and in training with horses of the same age that have been unhealthy, it seems obvious that whatever caused the horse to miss its two-year-old start might turn into or be related to a chronic health or soundness issue that would compromise the horse's long-term career.

Hopefully this research won't discourage responsible owners and trainers from treating each horse as an individual and starting its training at the optimum time for that horse.

Take heart: Champion mare Zenyatta did not start in her first race until the end of her three-year-old season. Likewise, Australian champion Black Caviar did race three times as a two-year-old but kept up her undefeated record after a seven-month layoff in her three-year-old career.

Many routes can lead to success in racing. Comparing the statistics from New Zealand with comparable data from the United States and other countries would be fascinating.

How do different countries or even different owners define "success" in terms of a horse's race career? How do you define it? And what about the bigger picture of racing: should we be judging success on the status quo of racing ten years ago?

How can we use this data to help Thoroughbred racing move into a more sustainable future?

The paradigm of "success" needs to evolve to meet a new standard that includes a horse's exit status as well as its entry age.

In an ideal world, research like Tanner's might look at both ends of a horse's career. Data should reveal how many horses exit their racing careers in a sound, healthy condition after an acceptable number of starts and with acceptable results. That would be a great measure of success and give us information we need to improve all the numbers in a horse's life.

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© Fran Jurga and Hoofcare Publishing; Fran Jurga's Hoof Blog is a between-issues news service for subscribers to Hoofcare and Lameness Journal. Please, no use without permission. You only need to ask. This blog may be read online at the blog page, checked via RSS feed, or received via a digest-type email (requires signup in box at top right of blog page). To subscribe to Hoofcare and Lameness (the journal), please visit the main site, www.hoofcare.com, where many educational products and media related to equine lameness and hoof science can be found. Questions or problems with this blog? Send email to blog@hoofcare.com.  
Follow Hoofcare + Lameness on Twitter: @HoofcareJournal
Read this blog's headlines on the Hoofcare + Lameness Facebook Page
 
Disclosure of Material Connection: I have not received any direct compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned, other than Hoofcare Publishing. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising.