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FEATURE: LILY’ S FEED
A BUSINESS BUILT ON MISSION, NOT JUST MARGIN
The long road stretches ahead. We are 80km from the last house but we ' re coming up to our destination on the right. Dogs greet us in the driveway, never one dog and always four and five. Our van drives down a winding stretch of driveway and then we see it. Smiling faces and a wave then sleeves rolled up;, we stack the feed room so it ' s ready to go. Sometimes nobody is home but we ' ve spoken before we arrived. We know exactly where to put the feed so it ' s there and ready.
That ' s who we are at Lily ' s Feed.
PHOTOS BY: THE CANON COWGIRL( SHAYE HUGHES)
Lily’ s Feed was started with a very clear mission: to make feed affordable and convenient— especially for those in the bush, on the farm, and living the country life.
Whether you’ ve got horses, dogs, cats, geese, guinea pigs, chickens, sheep, cattle, or chooks, we’ ve likely got something in stock that will help. Our delivery vans travel across Victoria and southern New South Wales, taking the hassle out of sourcing feed— no matter how far from town you might be.
We carry all the big brands and work closely with suppliers, manufacturers, vets, mills, and nutritionists. You ' ll often find us in the paddock or around a feed mill— not just behind a computer. We believe in getting to know the products we sell and the people we serve.
And yes, we offer free delivery and some of the best feed prices you’ ll find. It’ s the question we get asked the most: How do you do it?
The truth is, we spent a long time building this model. While we can’ t share all the details— it’ s our secret sauce, after all— we can say this: every part of our business was designed around our mission. Free delivery wasn’ t an afterthought. It was a must. feed store might be an hour away, or longer. We’ ve had people come to us before, during and after surgery, unable to drive for weeks. Others say it’ s the pricing that brought them in. Many just love the ease of having feed arrive like magic in the shed.
We’ re a family business with our own quarter horses in the paddock. Over time we’ ve naturally found ourselves surrounded by the supportive and friendly quarter horse community. It’ s a connection we truly value.
Each day we spend on the road meeting people from all over Victoria highlights just how strong, resilient, and generous the regional horse community is, and we ' re looking forward to more.
At the heart of it all, Lily’ s Feed isn’ t just about feed. It’ s about doing something meaningful— helping people when times are tough, and being the kind of business that puts people and purpose first.
We know we’ re still growing. But if there’ s one thing we hope people say about us, it’ s this:“ That’ s a business with a mission. A business that makes a difference.”
Our customers are mostly based in rural and regional areas— places where the closest
AUSTRALIAN QUARTER HORSE ASSOCIATION- www. aqha. com. au