Equine Trade Marketing
Trade Marketing for Foran Equine
As part of Foran Equine’s strategic entry into the Swedish market in 2023–2024, I was responsible for translating and adapting their core trade marketing materials. This work served as a cornerstone in localizing the brand’s voice and ensuring relevance across key B2B touchpoints, from product brochures and sales decks to retailer communication. The goal was not just linguistic accuracy, but to preserve the brand’s essence while aligning with local industry terminology, tone, and cultural nuances to support a successful market expansion.
From paddock to product sheet – every word counts.
In equine marketing, trust begins with the right terminology. These Swedish trade materials helped Foran Equine speak directly to Swedish retailers, vets, and riders in their own language—literally and culturally.
Adapting Foran Equine’s materials for the Swedish market ensured that product benefits resonated with local buying habits and veterinary terminology. The outcome: smoother trade adoption, fewer misunderstandings, and a unified brand voice across markets.
Tone of Voice Focus
Clear, confident, and credible—this translation project helped Foaran Equine sound like a local expert from day one.
Storytelling Focus:
Translating feed specs and product claims meant getting granular—from technical terminology to how Swedes talk about coat shine and condition scoring. It was language shaped by life in the paddock.Commercial Impact Focus:
By adapting content to reflect Swedish buyer expectations, this work increased engagement with distributors and helped accelerate Foran’s entry into new sales channels.
Horses have their own language—and so does the horse world.
Tone-of-Voice Focus:
Authentic, expert, and rooted in the world of riders—this translation helped Foaran Equine sound like they belonged in every barn and boardroom.Storytelling Focus:
In translating this campaign, I kept hearing one voice in my head: the Swedish stable owner who’s busy, skeptical, and knows her horses better than most vets. This work had to speak to her.Commercial Impact Focus:
A strong linguistic foundation helped Foaran navigate the complexities of the Swedish equine sector, enabling faster product uptake and stronger market fit.