Cool, Calm & Collected

6th Feb 2024 - Bad news for us today. We have sadly just learnt that we have lost an Australian Trade Mark dispute regarding our brand name EquiFeast’s Cool, Calm & Collected. Julie Cook, who won against our use of the mark, will no doubt be putting her point of view forward in social media and blackening our name as much as she can.  Our position is that we started using the name Cool, Calm & Collected in the UK market when we first started EquiFeast in 2005. When we entered the Australian market in 2012 we introduced the brand name there in good faith. We had searched online for any other similar uses and found no traces of Julie’s use of the brand name. We traded happily under this brand for many years, nearly a decade in fact, with no apparent conflicts. Then suddenly (from our perspective) Julie Cook popped up claiming we were using her longstanding brand. On our trade mark attorney’s advice we disputed this. The Trade Mark Office has now confirmed that we were apparently in the wrong.

There has been no determination that we must immediately cease the use of the brand name in question. We will be working to ascertain what period of time is considered reasonable to clear existing stocks of products and marketing materials. It is never our wish to be in conflict. We have already decided that we will be making arrangements to make all necessary changes as soon as practicable.

It is our plan to change to using our existing brand name, Break Free, which is a registered Trade Mark, as the product name to replace EquiFeast’s Cool, Calm & Collected. This will start to occur as soon as possible.

Please note that there is NO similarity between our unique technology and the formulation marketed by Julie Cook.

Cool, Calm & Collected is a supplement designed to enable spooky horses to cope with stress. Ideal for horses that find specific situations particularly stressful. Use this supplement to improve hacking, schooling and competition.

THIS PRODUCT MUST BE LOADED. There is a one month loading period (5 days a week) using the loading quantities listed below. Until the loading period is complete the benefits will be quite short lived. During the loading period try to ride your horse between 30 and 120 minutes of giving the supplement as you are more likely to see some benefit. This is not compulsory but gives the best chance of seeing any early gains. After a month on the loading rate, drop down to the maintenance rate, listed below (still feeding the supplement 5 days a week). If poor behaviour returns increase quantity or contact us for advice on other variations of this product that may suit your horse better.

Do NOT feed seven days a week.

Application (Loading rates):
600-700kg horse 120g (2.2 measures)
500-600kg horse 100g (2.0 measures)
400-500kg horse 80g (1.6 measures)
300-400kg horse 65g (1.3 measures)
​Do NOT feed seven days a week.

Application (maintenance rates):
600-700kg horse 40 - 60g (0.8 - 1.2)
500-600kg horse 35 - 50g (0.7 - 1.0)
400-500kg horse 30 - 45g (0.6 - 0.9)
300-400kg horse 20 - 40g (0.4 - 0.8)

Storage: 
Store in a cool, dry place. Keep out of reach of children.

​Shelf life 12 months from date of manufacture.

Active ingredients:

Minerals: Calcium (from VCAL) (120g), Copper (400mg/kg), Iodine (10mg), Selenium (2mg/kg), Zinc (1,600mg).

Manufactured by BEC Feed Solutions ​​

Click here to view the data sheet.