For me personally, while I have studied basic equine nutrition and have a good idea about what horses need(often recent research has shown that's different to whats found in older material btw) and of balancing nutrition, etc, I don't want to spend the time and tedium analysing everything - and you also often can't do that accurately just from lables and manufacturer info I have found - and I also like having a qualified equine nutritionist on call to ask any specific questions of, and being kept up to date with research and stuff, with very little expense. That's why I sub to feedxl. I also let my clients use it- many of whom end up signing up after a play on it!
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