Agria is All Ears — and wants to help owners better understand their horses

It is well known that health and happiness often go hand in hand. So, besides helping riders and owners keep their horses healthy, Agria is launching a new campaign to help them develop happy and fulfilled relationships with their horses, based on respect and an improved understanding of their emotions and needs.

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Date: 12th May 2026

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NEWS . NEWS . NEWS . NEWS . NEWS

Agria is All Ears — and wants to help owners

Better understand their horses

New campaign aims to share up to the minute knowledge

as survey findings highlight scale of behavioural problems

It is well known that health and happiness often go hand in hand. So, besides helping riders and owners keep their horses healthy, Agria is launching a new campaign to help them develop happy and fulfilled relationships with their horses, based on respect and an improved understanding of their emotions and needs.

This May, the All Ears campaign launches, in which leading behaviourists, vets and other experts share insights, new research findings and lesser known facts about horse behaviour, to help us to hear and understand our animals better.

The campaign has been partly inspired by learnings from conferences run by Agria’s welfare partner World Horse Welfare, which have stressed the need to really LISTEN to horses to really understand their needs and state of mind. The campaign will deliver information via blogs on its website. social media, longer-form YouTube advice pieces, and other content created with Agria’s expert partners, and in due course, through online talks and in person events.

“We realised that there is more being learnt about equine behaviour all the time, and we could play an important role in helping ensure riders everywhere have access to this knowledge,” says Vicki Wentworth, CEO of Agria UK.

“Through All Ears, we will share insights on equine behaviour from world leading experts, through platforms we know people turn to when looking for answers.”

A recent survey of Agria customers revealed that some 35% experience unwanted behaviours in their horses, with spooking the most prominent (affecting 14%), loading and separation anxiety a joint second (affecting 6%), and napping fourth (affecting 5%).


27% said they had encountered problems they did not know about before purchasing their horse, and almost 10% said these problems had led them to sell or rehome a horse. Some 12% said they encountered these behaviours roughly once a week or more frequently.

The first two experts contributing to Agria’s All Ears content are vet and behavioural specialist Dr Gemma Pearson and Dr Tamzin Furtado who has a specific interest in the interconnections between human and animal health.

“It’s been exciting to contribute to this campaign because we are learning all the time what horses need in order to be happy, and what they might be telling us through certain behaviours. Sharing this knowledge more widely can only benefit our horses,” said Gemma Pearson.

Eventer and Agria sponsored rider Ros Canter added: “The All Ears campaign is another example of Agria wanting to help keep Britain’s horses happy and healthy. As professional riders, we are very much ‘All Ears’ for any new insights and research findings into equine behaviour, and this campaign will help to share this information with riders everywhere.”

The first All Ears content will be found xxxxx [where and when].

To find out more about Agria visit www.agriapet.co.uk

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Notes to Editors:

Agria Equine Lifetime offers a range of flexible options to meet the different needs of all horse owners:

Agria Equine Lifetime Lite – vet fees cover up to £3,000

Agria Equine Lifetime – vet fees cover up to £6,500

Agria Equine Lifetime Plus – vet fees cover up to £10,000

Agria is one of the world’s leading animal insurers, specialising in small animal and equine insurance. Founded in Sweden in 1890, Agria started underwriting policies in the UK in 2009 and is now a prominent part of the UK pet insurance sector.

Agria’s lifetime equine insurance is the UK’s only lifetime policy for horses. Their policies also have no upper age limit, supporting owners with care for their horses and ponies for life.

Agria works with over 60,000 vets, breeders and rehoming organisations, providing insurance for horses, cats, dogs, and rabbits. Agria also administers pet insurance schemes for the leading small animal registration bodies, The Kennel Club, and the Governing Council of the Cat Fancy (GCCF).

In 2024 Agria was awarded 'the best pet insurance overall' from the Telegraph, Which? Best Buy for Dog & Cat Insurance for their Lifetime Premium insurance products. Agria was also accredited as an Ethical Business by the GOOD Shopping Guide in 2025. 

Agria Pet Insurance Ltd is authorised and regulated by the Financial Conduct Authority, Financial Services Register Number 496160. Agria Pet Insurance Ltd is registered and incorporated in England and Wales with registered number 04258783. Registered office: First Floor, Blue Leanie, Walton Street, Aylesbury, Buckinghamshire, HP21 7QW. Agria insurance policies are underwritten by Agria Försäkring who is authorised and regulated by the Prudential Regulatory Authority and Financial Conduct Authority.

For more information see www.agriapet.co.uk