Humans have been using hay or wood shavings to bed horses for millennia. Convincing a traditionalist US market to switch to a newly developed flax bedding is a major challenge. It’s not enough to cite a decade of paradigm-shattering success in Europe. This homepage design with original infographics quickly telegraphs key benefits and savings, while also explaining how flax bedding works and why it’s so much better for horses, humans and the environment.