Equine Farm Operators: An Underserved Target Audience for Conservation Practice Outreach?

Equine farms account for an increasing proportion of land use in many areas of the United States. Despite this, equine farm operators have often been neglected by researchers and resource professionals when land management decisions are concerned and little is understood of this community's awareness and use of conservation practices. This study assessed the prevalence of conservation messages in equine-related trade magazines using content analysis. In-depth interviews were also conducted with equine farm operators to assess their understanding and use of conservation practices. Conservation-related material in equine media is relatively rare when compared with traditional livestock magazines. Equine and stable owners are generally motivated to protect on-farm resources but are not very aware of the off-farm effects of their operations. Several common livestock conservation practices are being used by many facilities, but the motivation for their use is not based on environmental concern, and operators are generally unaware of the environmental benefits of these practices. More outreach and education directed at equine farm operators is needed.