IEC Equine Solutions becomes ethos – Greener, Cleaner Feed & Bedding

IEC Equine Solutions rebrands to ethos; green and clean bedding and feed.

Family owned and operated, IEC has been growing Miscanthus since 2005 as part of their 100% British farming and manufacturing business. Until recently it was largely sold as an energy crop fuel for power plants. However, Miscanthus’s properties including its ultra-absorbency and its carbon negative growing process make it the perfect product for equine and pet bedding.

Miscanthus is a carbon negative crop to grow; for every tonne of Miscanthus grown it absorbs three tonnes of carbon. Miscanthus never needs to be ploughed or replanted therefore the carbon doesn’t get released – making it the most environmentally friendly bedding product on the marketplace, and far outweighing the environmental credentials of wood shavings, pellets and alike. Additionally, Miscanthus can hold 3 times its own weight in liquid, enabling horse and pet owners to look after their animals in a more economical way.

Keith Wilson, Managing Director of ethos remarks; “We grow crops that are extremely eco-friendly and to not use them to their full potential would be missing out on a huge opportunity to be part of the solution in creating a more environmentally friendly future for the planet and our children. We have chosen to launch ethos as an innovative new brand with the aim of disrupting the current equine and pet bedding and feed marketplaces, and really making consumers think about what they are buying and whether the process behind producing it is environmentally friendly.”

The ethos vision continues through the entire brand, with a commitment to reduce the use of packaging, green power, eco haulage solutions and zero single use plastics throughout the company, with more new initiatives and improvements planned as the brand grows.

ethos’s introductory ranges will include Smart Bedding and Feeds for horses and pets, all of which will share the same environmental vision of being as ecologically sound as possible while offering the very finest products available.

The company chose to launch their new brand and vision at BETA International and were thrilled to receive Highly Commended in the Innovation Awards for their action on Sustainability. Katie Redfern, Marketing Executive comments “We couldn’t ask for more! Day one of our brand launch and we are thrilled but shocked to receive the award. The judges noted that they liked our innovative use of scents (Eucalyptus, Citronella and Lavender) in our bedding as well as the sustainable credentials of the product and our businesses direction. We received great feedback from stockists and customers that visited our stand at BETA – it was an excellent start to the launch of ethos – greener, cleaner feed and bedding.”





Tried & Tested by Equitrader

Our Miscanthus Bedding Tried & Tested Article is LIVE in Equitrader: 

We were thrilled to receive great feedback about our bedding product: “We found Chica cleaner and easier to muck out on this product as due to the sturdiness of the bed she mixed her droppings less. So less time was spent mucking out.“ Read the full article by clicking the link above.

Want to try our Miscanthus Elite Bedding? Please email


Miscanthus Has Superpowers

Our Equine Elite Bedding is produced using 100% British grown Miscanthus.

Miscanthus is the perfect crop to be used for equine bedding as its capable of absorbing up to three times its own weight in liquid.

Miscanthus is also very beneficial to wildlife as it acts as an excellent wildlife cover. The permanent crop provides shelter to numerous animals. An improved biodiversity of small mammals and insects will also provide food for wildlife.

However, what is truly awesome about Miscanthus is its ability to absorb Co2. The Miscanthus crop acts like a sink swallowing up carbon in order to grow up to 10 feet in height – what Co2 it absorbs outweighs any Co2 produced in the harvesting and processing of it.

So, in short not only do the features of Miscanthus make this THE best equine bedding product on the marketplace performance wise but also THE most environmentally friendly option – we are working to have zero plastic in our packaging so this can truly be THE no.1 environmentally friendly solution. Watch this space!