Target Markets
Equine Canada Industry Division
Export Market Development Strategy for Canadian-bred Horses

All equine breeds produced in Canada have the capacity to increase their annual export sales. During the past twenty years, Canadian breeders have been continuously improving the Canadian gene pool for all registered breeds through the importation of breeding stock and semen products from both Europe and the US. Canadian producers now have an excellent pool of equine genetics and an inventory of young horses suitable for competitive success in all performance sectors of international markets.

The challenges in both the key export markets and the targeted export markets are the same. Canadian breeders face market development challenges, not the least of which is developing market awareness for the value of Canadian-bred horses. Equine Canada’s marketing strategy is in the process of branding the Canadian equine product. However, as a rule, international market perception for live horses “for use”, is that the “best” stock for FEI disciplines is drawn from European bloodline producers. Correspondingly, the international market presently perceives the United States as the “best” producer of horses suited for western-style disciplines.

Results of the “Equine Industry Export Market Opportunities Study” (© 2003 Equine Canada) confirmed that short-term, mid-term and long-term opportunities exist for Canada in the key markets of the United States, Mexico, Brazil, Argentina, the European Union (Germany identified), China and Australia. Based on established Canadian Consulate activity in Dubai, United Arab Emirates, the Canadian equine industry regards the Middle East as a developing long-term market.