How do we breed for the amateur market?

With so many breeders focusing on breeding for the amateur market, I thought it would be an interesting exercise to define what WE mean by the term: “breeding for the dedicated amateur.” After all, here at Formosus, we breed for them, for you, we do not breed for ourselves, other breeders, breed associations, or for the judges. I think it is important to articulate this core value of our breeding program as it makes it clear to us and to others. So first of all: what are “amateurs riders”? If we look at what they have in common we can then find where we need to focus our...