KEEP Foundation Launches Horses Work for Kentucky Initiative to Highlight Industry’s Impact

KEEP Foundation launched the “Horses Work for Kentucky” initiative Monday to highlight the economic and cultural impact of the state’s signature industry. The campaign seeks to showcase both well-known and lesser-known aspects of Kentucky’s horse industry.

The initiative spans multiple platforms including digital media, social media, radio, and a dedicated website. Supported by industry leaders including Churchill Downs, Keeneland, Mt. Brilliant Farm, Red Mile, and the KEEP Alliance and Foundation, the campaign invites residents from all 120 Kentucky counties to share personal stories about how horses have positively impacted their lives.

“People think of Kentucky, they think of horses. They don’t think of dollars, they don’t think of sales. They want to come from out there to see what we’ve got here. And that’s really cool because we take it for granted,” said Kelly Curry, owner of K Bar C Ranch.

Curry added, “You know, we wake up in the morning, we see beautiful green grass and beautiful horses and our plank fences and we’re just used to it. But that is Kentucky. Horses are Kentucky.”

The initiative aims to demonstrate the horse industry’s significant contribution to Kentucky’s economy and cultural heritage — aspects that residents sometimes overlook despite the industry’s prominence.

Industry officials hope the campaign will collect diverse stories from across the Commonwealth, creating a more complete picture of how the equine sector touches lives beyond the well-known racing and breeding operations.

Those interested in participating or sharing their stories can visit the Horses Work website for submission details and more information about the initiative.