Assurance Feed

Our Mission Statement

“Commitment to Excellence through Qualified People Serving Your Individual Needs”

The Assurance horse feed line is manufactured by Farmers Mill & Elevator. The mill is located in Castle Rock, Minnesota, between the Mississippi and Minnesota Rivers, surrounded by some of the Midwest’s finest cropland.

The business has been a family tradition for over 70 years and is now in the third generation. This is a special kind of feed company because it’s run by a special kind of man. For more than 50 years, livestock producers, horse owners and retail dealers have been buying feed and giving their trust to Joe Auge.

Joe has earned that trust because of establishing relationships based on quality, service, integrity and dependability; and, solidified by providing superior feeds. This is why Joe Auge went the extra mile to formulate his line of Assurance™ Horse Feed. Just checking feed ingredients wasn’t nearly good enough for Joe and his son Joe Jr. They went to Bluegrass Country to talk to the PhD equine nutritionists at Kentucky Equine Research, the premier authority on horse nutrition. Because of their sound reputation and thorough research discipline, it was easy for them to select KER to formulate their horse feed line and provide continuing training for their employees.

Every bag of Assurance Horse Feed you buy contains two important features; the satisfaction of knowing that your horse or horses will be receiving nutrition based on KER’s best and latest research and Joe’s guarantee of superior quality. That’s why every ingredient is tested and retested. It’s why oats aren’t just cleaned; they’re triple-cleaned to eliminate dust and foreign material. If a feed is going to carry the Auge’s brand, it better be the best available. Guaranteed.

Our salesmen are not just salesmen; they are skilled in equine nutrition and equine well being. They attend annual training seminars conducted by the PhD equine nutritionists and veterinarians at Kentucky Equine Research. KER provides continued training with weekly E-updates on equine nutrition and horse health. Our salesmen don’t sell feed. They make recommendations for your horse's nutrition, based on years of experience and KER training.

Ron Genrick, Sales & Marketing Manager, is our lead man in nutrition consulting. He has 45 years of service in the feed manufacturing industry. The first 33 years were with a leading national feed company as a Credit Manager, Controller and the last 20 years as District Manager.

Travis Lemke, Equine Specialist, has over 35 years in the horse business. He was raised on a very successful paint halter, western pleasure and english breeding horse farm. Travis and his wife, Laura, own and operate Rockin' L Performance Horses, a reining horse breeding operation consisting of 2 stallions and 13 broodmares. Travis was one of the original board members that created the North Central Reined Cowhorse Association on which he served 2 terms. His lifetime of experience with all breeds and disciplines serves him well as he consults with owners and trainers of breeding and performance horses.

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