Our Story

“When we take control of one of these lives, when we say, I will be responsible for this animal, his care and feeding, his health and happiness, we tacitly promise to give him the very best care that we can. To learn everything we can about the horse, and how to give him the longest and very best life possible. Not the life we’d like, but the life we know is right because we studied it and are certain.”

Joe Camp, The Soul of a Horse

 When I was growing up, my family would often visit Edwards Gardens in Toronto to take a walk through nature in the city. My sister and I rushed to our favourite place, the wishing well, so we could make our wishes. Mine was always the same. “I wish for a million horses.”

Fast forward many years and I was finally able to start realizing this wish. In 2009, I started a horse stable sitting service and over the years, worked at over 30 farms. I observed and learned something from every stable I served. One of the things I noticed was how differently people managed their hay feeding routines and how much hay could be wasted. When I was ready to open my own small stable and realized the high cost of hay, I did my research and obtained OptiMizer hay feeders. And this is where the story becomes interesting!



The OptiMizer was invented and commercialized in Ontario in 2004 by a hay farmer, Matthew Bulmer. When it was introduced, no one was talking about slow feeding, so the goals for the original OptiMizer were simple:


Be safe for the horses and allow them to feed in a natural, head down position


Be big enough to hold a day’s worth of hay and easy to refill


Keep the hay off the ground to reduce waste and save money

To achieve these goals the first OptiMizers held two small square bales of hay in a galvanized steel container and the horses pulled the hay through a heavy metal grill that floated on the hay. At the time, in addition to noticing a huge reduction in wasted hay, Matthew’s customers were commenting that hay was lasting a lot longer and that feeder aggression had reduced. In other words, they were seeing some of the benefits of what is now known as “slow feeding”. 

Over time, some of the management issues for our “easy-keeper” horses encouraged me to try slow feeding hay nets. I started to use them around the paddocks and in the stalls and gradually reduced the mesh size of the nets to regulate hay consumption. The hay nets were great, but they were very time consuming to refill. I wished that our OptiMizers, which were so fast and easy to use, could be as slow feeding as the nets. 

In 2018, I shared that wish with Matthew. Specifically, I asked him if we could combine the slow feeding benefits provided by hay nets with all the benefits of his OptiMizer. (And I also asked if we could make the OptiMizer lighter-weight, so I could move them around the paddock. After all, when you are making wishes, why not go for it all?) So, Matthew made a prototype using a roto-moulded plastic base with a slow feeding netting top mounted on a slide arm. Everyone at the farm loved it, especially the horses, and gradually three more prototypes were built, improving each time to make it better, easier, and safer. A patent application was filed and the new OptiMizer was born.

The new hay OptiMizer was launched in November 2019 in Toronto at the Royal Agricultural Winter Fair. Since then, I have visited dozens of customers at their farms to see the OptiMizer in use and to get their feedback to make the OptiMizer even better. By listening to customer feedback, we have made changes like adding hand holds to make it easier to move around and a thicker strand of nylon, to make the net more durable. We have also learned some good usage tips from our customers which we post on our Facebook site.

I named my company Wishing Well Services because I truly wish that all horses receive optimal care. Always making forage available in a natural, slow grazing fashion is a foundational aspect of excellent care. This is what the OptiMizer is all about.  And here we are now, producing OptiMizers each day to make them available for “a million horses”. Sometimes, wishes do come true.

Sue Wilson

Founder, Wishing Well Services, Ltd. 


My horse is a 17 year old, off-the-track thoroughbred who lives outside all year. She's a hard keeper, but by getting her the right amount of hay, whenever she wanted it, it was the first winter she didn't need an extra blanket or grain.

- Laura T.

We use 3 OptiMizers for our herd of 8 horses. We fill them about once a day, even on the worst days, and have found ourselves going through a lot less hay. I'm confident our OptiMizers will pay for themselves in the amount of money we've saved in otherwise ruined hay.

- Heather M.

I've always had slow feed bags. I needed five or six a day to feed three horses. Last winter with the OptiMizer I could slow feed two bales in one place. This saved me a ton of time not having to refill bags everyday, plus I noticed it was way cleaner in the spring.

- Amanda M.