ETN (Equestrian Trade News) – April 2022

APRIL 2022

Volume 46, No 3

LET’S RIDE! GEARING UP FOR A NEW SEASON

ETN is the official media partner of BETA International

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HORSE & PONY · HORSEBOX & TRAILER · LIVERY YARDS · BUSINESS · RIDING SCHOOL & MUCH MORE

Editor’s comment O

ur trade has lost some towering figures lately. I was lucky enough to meet Ken Lyndon-Dykes and Rod Sharp in their heydays, and their passing is a poignant reminder of how times have changed.

As you can read in tributes to these visionaries in this issue of ETN, these ‘characters’ were not only ahead of their time, but they were prepared to take risks reputational and financial.

Yes, they did their homework, but they used plenty of gut feeling too when it came to offering fresh customer services or launching new products. They were unafraid to ‘have a go…’

Nowadays, too many people - perhaps for fear of reprisals via lawyers or social media – are wary of taking a chance, saying what they really think and making a clean, swift decision.

Yes, the likes of Ken and Rod ruffled feathers; but they also got people thinking, reacting and moved our trade forward in leaps and bounds.

I hear that Selfridges has been offering shoppers free therapy sessions - including sex counselling – in its stores.

Apparently, it’s all part of what’s known as ‘feel good retailing’ as a means to tempt customers back to bricks-and-mortar outlets following the pandemic.

Well, it’s definitely a good move to embrace wellness, good mental health and generally showing you care by giving someone your time and attention. And that’s something most equestrian retailers with physical stores already do very well.

There’s nothing more therapeutic for horse owners than the chance to tell a nonjudgmental ear about their equines’ foibles, successes and problems. And even better if a way forward can be suggested – or even a simple congratulations handed out.

Time spent talking to – or rather listening to – customers is always well invested.

By the time you read this, the 2022 BETA Business Awards will have been presented. You can find out which people and companies were winners at www. equestriantradenews.com and by signing up (for free) to receive the weekly ETN e-newsletter directly to your inbox.

My goodness, those who received these important industry accolades deserve every plaudit, this year of all years. Yes, the equestrian industry has come through Covid better than many others. But it’s taken resilience and sheer hard work.

Now as I write, just as we thought things were getting back to something like normal, there’s continuing horrific news about Russia’s invasion of Ukraine.

Most of us can only wait, hope and donate to help those people and animals caught up in the crisis. Meanwhile, we’re all experiencing price hikes.

Suddenly and cruelly, uncertainty is upon us again…

In this issue...

NEWS

4

OBITUARIES

8

PRODUCT NEWS The latest launches

10

PEOPLE Who’s new, who’s moved?

16

BENCH SADDLER OF THE MONTH Meet Carolyn Truss

17

IN THE HOT SEAT Leading supplier answers ETN’s questions

18

RETAILER PROFILE Kate’s Equestrian Supplies

20

SOCIAL MEDIA MATTERS With Rhea Freeman

22

CPD FEATURE AND QUIZ Can you bust the feed jargon?

24

FEED FEATURE What influences customers’ buying habits?

Merchant’s make-over Product gallery

28 30 32

CPD FEATURE AND QUIZ Why flies must be controlled

34

GROOMING AND FLY CONTROL Best products for the job Product gallery

38 40

TURNING BACK THE PAGES What ETN was reporting five, ten, 20 and 30 years ago

Liz Benwell Liz Benwell

42

SAFETY FEATURE Product gallery From safety stirrups to standards

44 46

CLOTHING AND FOOTWEAR

48

COVER CREDIT:

Our cover star wears the Premier Equine Odyssey Riding Helmet which meets the industry’s top safety standards for the 2022 season and beyond. With an in-built dial fitting system, this affordable helmet has integrated ventilation points to provide cooling airflow throughout the interior.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS APRIL 2022 | 3

News ETN | NEWS

Show takes a stand against “dishonest trade in fake goods” Royal Windsor Horse Show has joined a campaign to protect shoppers and legitimate businesses from counterfeit products.

Next month’s show (12 – 15 May) - which stages the Queen’s Platinum Jubilee Celebration evening performances on all four days – will host around 200 retail outlets.

Royal Windsor organiser HPower Group has signed the Real Deal Charter which aims to safeguard shoppers and traders against fake goods.

Launched in 2009 by the National Markets Group for IP Protection, the national initiative aims to ensure markets are run legally by working with Trading Standards.

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

Design & Print Designed and produced on behalf of EMC by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020

Shopping is one of the main reasons why visitors enjoy attending Royal Windsor, said Jonathan Goold, commercial director of HPower Group.

“The Real Deal initiative will provide visitors that make purchases at [the show] with an added degree of confidence,” he added.

Graham Mogg, chair of the National Markets Group for IP Protection, said: “It goes to show that organisers of any event, whatever its scale or nature, can take a stand against the dishonest trade in fake goods which causes so much harm to consumers, law-abiding businesses, the national economy and local communities.”

Advertising Manager Evie Edgar Email: etn@djmurphy.co.uk Tel: 01428 601031 Abi Cannon Email: etn@djmurphy.co.uk Tel: 01428 601028 Digital Manager Nicki Lewis Email: nickil@beta-int.com The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright All material is copyright Equestrian Management Consultants Ltd

Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com 4 | EQUESTRIAN TRADE NEWS APRIL 2022

www.carbonbalancedpape r.com CBP123456

EQUESTRIANS URGED TO REPORT ACCIDENTS BETA and British Horse Society (BHS) are calling on every equestrian to help improve safety by reporting their equine-related incidents and accidents.

The two organisations pressed home the message in a joint presentation to the National Equine Forum in London last month.

Collecting and recording information about events that negatively affect safety is part of BETA’s and the BHS’s drive to help create a safer environment for equestrians.

Increasing the number of incidents that are logged is a priority for both organisers who point out that more effective action can be taken with bigger and better data.

NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com ADVERTISERS’ INDEX Absorbine Baileys Horse Feeds BETA Courses BETA International Bettalife Champion Citrus-Lime Dodson & Horrell Horslyx L S Sales Jenkinsons John Whitaker International NAF Premier Equine Pro-Equine Red Gorilla SEIB Insurance Snowhill Trade Saddlery Spillers Feeds

5 15 37 & 50 19 IFC 43 50 11 41 37 3&9 23 7 13 37 OBC OFC IBC 27

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

NEW PARTNERSHIP “FOR THE GOOD OF THE HORSE”

NAF has become the first and only Official Partner of British Riding Clubs (BRC).

The supplement and care product manufacturer has worked with BRC, which represents riding clubs across the UK, for 20 years. This additional collaboration is “forging an even stronger partnership,” says the company.

NAF is to continue with its wide-ranging sponsorship portfolio of BRC which encompasses the National Championships and National Horse Trials Championships.

In addition, the team at NAF is offering BRC members benefits such as free nutritional advice, training opportunities and access to bespoke offers.

“BRC and NAF will work collaboratively to deliver on the NAF ethos that everything we do should be ‘for the good of the horse’ whilst helping members to select the right products for each of their horses,” said a NAF spokesperson.

“This element of the partnership will be key in helping all of our horses to perform at their very best.”

Added Rachael Hollely-Thompson, head of BRC: “NAF’s dedication to horse owners should be celebrated and their contribution to keeping horses healthy, and especially our competition horses, is invaluable.

“Their expertise in Clean Sport is hugely important to BRC and we thank them for always keeping the horse at the forefront of their minds.”

Eloise Chugg-Martin, NAF sponsorship and events manager, said a number of exciting initiatives designed for BRC members were in the pipeline.

Suppliers help horses caught in “dire situation” in Ukraine

Spillers, TopSpec, Dengie, Baileys, Bedmax, Blue Chip, Boomerang, Mole Valley, Henry Bell, Dodson & Horrell and Saracen Horse Feeds are among the companies to have donated goods to horses and owners suffering in Ukraine.

Many more had pledged their support as news emerged of horses being abandoned by displaced owners, stranded in bare stables with no food and killed and injured by shelling.

“I’m so impressed by how many are stepping up to the mark and donating so generously,” said Claire Williams, executive director of BETA. The trade association is among the organisations from Britain’s horsey community to form ‘British Equestrians for Ukraine’ which aims to help horses and their owners caught up in the crisis created by the Russian invasion.

Last month, the Ukrainian Equestrian Federation put out an urgent call for supplies on the ground including feed, forage and shavings. Money is also needed to fund aid directly to where it’s needed most.

Spearheaded by British Equestrian (BEF), The British Horse Society (BHS), BETA and World Horse Welfare, British Equestrians for Ukraine was been set up to help facilitate a supply chain to meet the immediate need for goods on the ground.

The campaign is also raising money to help purchase supplies and cover the costs associated with transport.

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ETN | NEWS

SUPPLIER SUED FOR TRADEMARK INFRINGEMENT

Equisafety Limited has successfully sued Battle, Hayward and Bower Limited (Battles) for infringing its Mercury trademark.

Following a High Court hearing in October 2021, a judgment has been handed down that Battles’ activities also constituted passing off.

Equisafety’s claim against a second defendant, Richard Michael Dewey, the managing director of Battles, was dismissed.

Mercury jackets were launched by Equisafety in 2015 and endorsed by Olympic dressage champion Charlotte Dujardin. The company, founded by Nicky Fletcher, then added leg boots and rugs to the range.

The court heard that when Battles, a manufacturer and distributor, started selling mobile phone holders, a gilet and a jacket under the label HyVIZ Silva Mercury Reflective, Ms Fletcher asked the company to stop such use.

Equisafety then applied to register the word ‘mercury’ as a UK trade mark. The registration was duly made on 25 October 2019.

The full judgment was available with this story on the ETN e-newsletter and can be seen at www.equestriantradenews.com

Retailer was pandemic success story

Redpost Equestrian is listed among e-commerce providers to see a business boom during the coronavirus pandemic.

The Devon retailer, which says it grew 239% between December 2019 and December 2020, is 24th on the Lightning 50 league table produced by software company Brightpearl.

Established in 1992 by John and Louise Tuff, Redpost was taken online by their son Ben and his wife Claire in 2012. It also remains a popular shopping destination.

SUPPLEMENT SUPPLIER CHAMPIONS EVENTING

IN BRIEF British Dressage membership and horse registrations have hit new record levels with 18,132 members signed up by the end of February.

Ariat is to sponsor Badminton Horse Trials’ big screens at the event on 5 – 8 May. “We’ve been a long-standing attendee at Badminton supporting our retailer partners around the showground and showing our latest innovations to the equestrian community on our marketing stand,” said Melanie Selman, European marketing manager for Ariat. The prize fund for this year’s Badminton is £360,750, the highest in eventing.

The winner will collect £100,000.

Dressage Circle, a new organisation aiming to make the sport more affordable and accessible, is looking for sponsors.

Founded by former British Dressage judges’ director Jo Graham, its classes are based on a handicap system designed to give everyone a chance to go home with a rosette. The open-to-all Dressage Circle national championships are at Onley Grounds Equestrian, Rugby, Warwickshire on 29 - 30 July.

Equitana, the biennial consumer show held in Essen, Germany, marks its 50th anniversary when it takes place on 7 to 13 April, 2022. This year’s show runs over seven days instead of the usual nine and, for the first time, over the Easter holidays.

Tack Room Trading is offering free horse and pony listings this spring. Launched in 2021, the online platform enables equestrians to buy and sell everything from saddlery to equestrian properties. Users create a free account to start listing items under £500 for free. This spring’s free horse and pony sales listings apply to private and trade sellers.

British Horse Feeds has a new website packed with features including company profile, the team behind the brand, products, feeding advice, stockist locator and loyalty scheme.

An easy-to-search nutrition section provides an online hub of information. There are also videos, news and downloadable flyers.

A herd of underweight Thoroughbred horses are making excellent progress in their recovery with World Horse Welfare, thanks to careful feeding and healthcare, with the support of Baileys Horse Feeds. The horses were rescued from a site in Devon where they had been left following an eviction.

BETTALIFE has become an Official British Eventing Partner for 2022.

The supplement company already has an ongoing sponsorship of British Dressage which includes class sponsorship of the Novice National Championships.

The company says the partnerships “bring together an ambition to support amateur and professional sport and highlight BETTALIFE’s commitment to the future for all areas of equestrianism.”

Now in its seventh year, BETTALIFE provides targeted nutritional support for horses, humans, and dogs. It recently launched the three-in-one formula PharmaPRO Total Equine Support.

“We’re thrilled to be part of both British Eventing and British Dressage in 2022, demonstrating our desire to be a key player in the industry and support an ever-increasing range of horse owners across the board in multiple disciplines,” said Ryan Millar, director of BETTALIFE. 6 | EQUESTRIAN TRADE NEWS APRIL 2022

WWW.EQUESTRIANTRADENEWS.COM

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For more information, please contact your NAF Area Sales Manager or call the NAF Sales Office on 01600 710726. Don’t forget that the team manning our FREE Nutritional Advice Line is available on: 0800 373 106 or email info@naf-uk.com

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ETN | NEWS

OBITUARIES KEN LYNDON-DYKES Ken Lyndon-Dykes, the world-renowned saddle fitting expert and a giant in equestrian retailing, died on 28 February. He was 81.

Ken hailed from Faversham in Kent. Horses were always a large part of his life. As a young man, much to his parents’ disapproval, he gave up a place at Oxford University to run a trekking centre in Wales.

Ken soon went on to work in publishing, reaching the ranks of a high-level executive. It was literally by accident that he joined the equestrian trade some years later.

The plane Ken was flying in the 1970 British Air Race crashed following a bird strike. He woke up in hospital with a crushed spine to be told he would probably be confined to a wheelchair for the rest of his days.

Never one to be defeated, Ken devised his own rehabilitation programme and, by 1974, was not only back in the saddle but competing in international three-day events.

The plane crash had also left Ken unemployed. However, publishing’s loss turned out to be the equestrian industry’s gain.

Ken began producing saddles in Walsall. Thanks to his strong equine knowledge and eventing contacts, his illustrious clients included King Hussein and Queen Noor of Jordan, Richard Meade and Lucinda Green.

As well as gaining respect across the industry for his innovative thinking about saddlery, Ken’s name became synonymous with his company – Kent Leather Distributors.

An initial equestrian retail outlet grew quickly into a chain of 56 shops and ‘shops within shops’ including a flagship site in Lillywhites’ Regent Street, London store.

Kent Leather Distributors acquired several well-known local saddleries around the UK. Ken invariably maintained these stores’ identity and kept on members of these family businesses to run them.

At Belfast saddlery Joseph A Gordon & Son, Roger Gordon - whose father had founded the business - stayed on to run the workshops.

Kent Leather also acquired Northumberland based Bart J Snowball from the liquidator, keeping former owner Sir Richard Renwick in place to run what was one of the country’s oldest saddlers.

After 28 years with Ken at the helm, Kent Leather Distributors was sold in 2000 to the board of directors. It left Ken free to concentrate on his saddle and saddle fitting business, Saddleworld.

Among Ken’s early business moves was to sell saddles and other goods by mail order, with a twist.

In 1989, Kent Leather produced a full colour, 100-page mail order catalogue - by Ken’s admission “at great expense”. It was priced at £2.95 to consumers, but the cost was re-fundable with a first mail order purchase.

Throughout his career, Ken was passionate about saddle fitting.

Very early on, he recognised that, while consideration was given to the comfort of the rider, there was often little thought for the welfare of the horse.

This concern sparked a lifetime’s interest and he lectured and trained on saddle fitting all over the world. Ken was also a regular contributor to ETN with his Saddlery Matters column, and wrote many books on the subject.

Described in a tribute from the Society of Master Saddlers (SMS) as “a visionary in the saddlery industry,” Ken was the society’s president in 2016/17.

He helped develop SMS qualifications and courses, and was one 8 | EQUESTRIAN TRADE NEWS APRIL 2022

Ken Lyndon-Dykes was presented with the BETA Lifetime Achievement Award in 2015 by the trade association’s president Jane HoldernessRoddam.

of the course leaders for the SMS Saddle Fitting Qualification in its early years during the 1990s.

Always keen to support young saddlers at the start of their careers, in 2014 he set up the Lyndon-Dykes Saddleworld Fellowship.

In 2015, Ken received the BETA Lifetime Achievement Award to a standing ovation at the British Equestrian Trade Association’s Gala Dinner.

Claire Williams, BETA’s executive director, described him as “a successful businessman who has continued to give back to the industry throughout his career.

“Ken was a BETA Council member from the early days and it is thanks to his support in the 1980s that BETA continued as an independent organisation representing the whole equestrian trade.”

Ken remained an active member of the trade association and for some years sat on BETA’s Trade Fair Committee supporting the development of BETA International.

Always delightful and entertaining company, Ken was one of the trade’s more flamboyant characters.

Among those to pay tribute was Mike Williams, former sales director at Walsall saddle manufacturer E Jeffries and a contemporary of Ken’s.

“Ken was a prominent figure in the saddlery business and he will of course be greatly missed,” Mike told ETN. “To my mind, it was his rise to prominence in the mid/late seventies with his company Kent Leather Distributors where he really excelled.

“With his massively promoted Olympic dressage saddle, he managed to give us all a run for our money and do what the rest of us couldn’t - successfully sell dressage saddles into Germany under the noses of Stübben, Keiffer and Passier.”

Mike also shared a couple of enduring memories of Ken. “We at E Jeffries had a dispute with him in the late 1970s. The matter nearly went to court…

“But just before it got to litigation, it was suggested that we meet to discuss and resolve it. And so we did, on Ken’s suggestion at the Cafe Royale in Regent Street!

“Then there was the time he exhibited at Equitana in Essen [Germany] and dressed his trade stand to resemble the drawing room of an English country house.

“I recall on one particularly slow afternoon during the show walking past Ken’s stand to find him being measured for a suit…

Yes, Ken always had flair.”

• A family-only funeral for Ken Lyndon-Dykes is to be followed by a memorial service at a later date.

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

ROD SHARP Roderick Sharp, who with his wife Janice founded Coleman Croft Saddlery at Suttons Farm near St Albans, Hertfordshire, died on 26 January. He was 78.

Always known as Rod, this extraordinary individual was tall at 6’3” with a slim build. He was a man with natural presence and charisma, quiet and unassuming, yet someone who commanded respect even from strangers.

Rod was highly intelligent and thought, as people now phrase it, ‘outside the box’. He was innovative too, with highly successful ideas for business that left others scratching their heads as if to say ‘why didn’t I think of that?’

Like many clever people, Rod was dyslexic; however, it didn’t hold him back.

Rod started his working life in his father’s butchers. But he was very soon a self-made man - first by becoming a top London ladies’ hairdresser known as Roderick of London.

After meeting the love of his life Janice, the couple went on to run a thriving boarding kennels in Wheathampstead, Herts.

The saddlery evolved from their love of horses. Initially business was done by travelling the length of the UK attending horse auctions and sales.

On one such journey back from Scotland, their van overheated.

So the ever resourceful Rod used a pair of rubber riding boots as water containers which he filled from a drinking trough to nurse the van back home.

Rod and Janice bought Suttons Farm in the late 1970s - and Coleman Croft Saddlery began.

It was an incredible shop. Sitting on eight acres and using old barns, it became possibly the most successful equestrian retailer of its day. Rod and Janice created a unique shopping environment with busy car parks and a multi-million-pound turnover.

Coleman Croft Saddlery had style and charm but was also ahead of its time.

It employed working Master Saddlers, had a riding arena for customers and vans travelling out to offer saddle fitting.

Rod worked hard every day. He was a self-taught expert on saddles and saddle fitting, often being asked for advice by manufactures and customers alike.

As a hobby, Rod bought run-down properties. With immense vision, he restored them to better than their former glory before selling them.

In 1990, Coleman Croft Saddlery was sold to Gidden’s of London and the Sharp family moved to the 430-acre Norduck Farm in Buckinghamshire.

Tragically, Rod’s 16-year-old son Jody, who was a keen farmer, died in an accident on the property. As a result, the family sold up and moved to the Adelaide Hills, South Australia.

Rod lived there with Janice and his daughters, Tamsin and Fiona, on neighbouring horse properties. He continued to indulge his love of construction with various projects, cars and studying the stock market.

Rod was one of nature’s gentlemen and lucky to have a long and happy marriage together with a loving family that he cherished. It was a privilege to know Rod and to be his friend. We shall not see his like again.

Rod Sharp is survived by his wife Janice and daughters Fiona and Tamsin and his grandchildren.

• With thanks to Bill Holmes of Holmestead Saddlery, Ireland.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS APRIL 2022 | 9

ETN | PRODUCT NEWS

Product News HERE COMES SUMMER…

Leathers guard again rubs

Equipe Wide Fender Mono Stirrup Leathers increase the rider’s feel while jumping by reducing bulk under the leg.

They’re said to be less abrasive to the saddle than conventional leathers too.

The full-grain leather from which they’re made is tear-proof, non-stretchable and has a nylon anti-shock inner core.

Available in black or brown in three sizes, the RRP is around £200. The UK distributor is Zebra Products.

RIDERS’ SUPPLEMENT IS CERTIFIED ORGANIC

The Golden Paste Company’s High Strength Turmeric Capsules for people have been certified organic by the Soil Association.

The capsules, which are popular with riders, have three organic key ingredients.

They contain turmeric from Indonesia, piperine (the bioactive in black pepper) and flax oil.

Organic product sales hit a 15-year high in 2020 in the UK, according to the Soil Association which developed the world’s first organic standards in the 1960s.

Today the Soil Association offers organic and sustainable certification schemes across food, farming, catering, beauty, wellbeing, fashion and forestry.

“Our customers quite rightly demand transparency and sustainability when it comes to the ingredients in supplements, so organic certification for our High Strength Turmeric Capsules was an important step,” said Hattie I’Anson, international and strategic lead at The Golden Paste Company.

Turmeric based horse and dog supplements are also available from The Golden Paste Company.

FREE APP MONITORS EQUINE WEIGHT

The University of Glasgow has updated a free app to help owners monitor their horses’ bodyweight.

The Equi-BCS app was refreshed in response to a survey of more than 100 veterinary professionals, nutritionists and horse owners.

It was developed by Katie Williams, an equine nutritionist with Dengie, who carried out the work as part of her PhD in veterinary research at the university.

10 | EQUESTRIAN TRADE NEWS APRIL 2022

Seaside Donkeys and King of the Jungle are two new limitededition rug prints from Hy Equestrian.

Part of the StormX Original range, the spring/ summer 2022 specials have 600 denier ripstop, waterproof outers, fleece lined withers, twin buckle chest fastenings, adjustable surcingles and leg straps.

King of the Jungle print is available in a no fill, and Seaside Donkeys with 50g fill.

Matching socks are also available for both prints. Hy Equestrian is by Battles.

When legs get damaged…

Careful management of a nasty leg injury enabled eventer Louise Milne to secure a young horse’s future.

While turned out at Louisa’s Kinross yard, Arty managed to acquire a long, deep wound behind his pastern.

Having called the vet, stitching clearly wasn’t an option. Instead, open wound management would be required – with the first 24 hours crucial to spotting any signs of infection.

With her Robinson Animal first aid kit to hand, Louisa cleaned the wound and applied a Skintact wound dressing held in place with orthopaedic padding and an Equiwrap cohesive bandage. Duct tape at the bottom prevented dirt travelling up from the bedding.

Arty was on box rest for a month. The dressing was changed every two days to start with, then every four days. Leaving the wound undisturbed for longer allowed it to knit together.

Said Louisa: “The Robinson Animal Healthcare products did a fantastic job.

“The Skintact didn’t stick to the wound and was easy to change. All the products stayed in position which helped reduce the frequency of dressing changes.

“Within 17 days, the wound was fully granulated with no proud flesh. But we kept the bandages on for a few more days just to be on the safe side. The wound had completely healed after just 24 days - a great outcome.”

Skintact is a low-adherent wound dressing ideal for minor wounds with low to medium exudate. It’s double-sided, therefore impossible to use the wrong side down. Two layers of perforated film, with an inner absorbent layer, provide superior wicking.

WWW.EQUESTRIANTRADENEWS.COM

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ETN | PRODUCT NEWS

TIME FOR WALKIES

An appearance on BBC TV’s Dragons’ Den by Barking Bags has resulted in investment from entrepreneur Sara Davies.

The pet accessories company is the brainchild of Debbie Greaves and her partner, Rob Angell. Their inspiration was to develop a bag in which to carry all the paraphernalia needed for training and walking their dog, Maisie.

The clever bags have compartments for treats, water bottles, poo bags and attachments for toys and training aids. The carry-strap even doubles as a spare lead.

Worn as a bum bag, weatherproof Barking Bags work well for horse riders who love picnic rides or trekking.

Coach between the covers

TOP RIDERS’ CHOICE

The Equipe Rolled Anatomic Bridle is a favourite with top eventers Laura Collett and Ros Canter.

Designed with a padded and anatomically shaped headpiece, it helps prevent pressure on the sensitive poll area.

The bridle is made in Sedgwick leather with a patent rolled browband and raised leather noseband with rolled flash. Stainless steel buckles and contrast stitching complete the picture.

Available in black, brown or red brown, and sizes cob, full and extra full, the RRP is around £360.

Be Your Own Equine Sports Coach (£20, Crowood Press) offers professional advice to riders who are serious about competing but do not have a team.

Author Alison Lincoln has a BSc in equine sports coaching and more than ten years’ experience teaching as a Pony Club instructor.

12 | EQUESTRIAN TRADE NEWS APRIL 2022

WWW.EQUESTRIANTRADENEWS.COM

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ETN | PRODUCT NEWS

EQUINE BOOTS PASS TEST

Veredus has become the first horse protection manufacturer to certify its products with Italian test-house Ricotest.

An institute for research, testing and CE certification, Ricotest routinely tests clothing and PPE against relevant standards.

Veredus Carbon Gel Absolute front and rear boots were tested to simulate the rear horseshoe’s impact on the flexor tendon

area, as well as the adjacent horseshoe on the fetlock area.

For the impact test, a 60° V-wedge and a hemisphere tool were used. The applied energy was 25 and 50 joules, similar to that used to test motorcyclists’ back protectors.

An abrasion test involved placing a portion of the boot’s shell on a sandpaper roll. To pass, the material loss must be less than 150 cubic mm; the Carbon Gel Absolute returned a loss of 29 cubic mm.

An analysis was made of the boot’s materials to verify the absence of potentially harmful compounds.

Thelwell rides again

Golden opportunity

This summer will see Equilibrium Products run its 20K Golden Ticket Giveaway, an initiative to drive retail sales of its Field and Net Relief products.

With prizes worth a total of £20,000 on offer, 10,000 promotional packs will contain Golden Ticket scratch cards, with every one being a winner.

Products included in the promotion are Equilibrium Products’ Max Fly Mask, Midi Fly Masks with and without ears, Riding Masks and Muzzle Net. Prizes include tickets for Badminton Horse Trials, HorseFest and Bolesworth CDI 3* International Dressage, plus Massage Pads signed by William Fox Pitt and Ben Hobday.

Lessons and course walks with international event riders Sam Griffiths, Alex Bragg and William Fox Pitt are also up for grabs.

Other brands offering prizes under the promotion include Toggi, Champion, Honest Riders, Equetech, Westgate Labs and VIP Equestrian.

Retailers can access point of sale material, product training and promotional content.

14 | EQUESTRIAN TRADE NEWS APRIL 2022

Hy Equestrian, available from Battles, has two new limitededition Thelwell print rugs.

The Thelwell Hugs print comes in a no fill design; Thelwell Race (pictured) is a 50g fill rug. Both are from the brand’s StormX Original range.

The prints are set to feature in a collection of clothing, luggage and pony accessories too.

Battles says two more Thelwell prints are coming for autumn/ winter.

TOP PRODUCTS VIE FOR AWARDS

International experts from the retail, professional and creative sectors will judge spoga horse Top Innovations during the trade show on 23 - 25 July.

Thirty new products will come forward for judging to find winners in five categories.

The judges are Stefan Fundis (founder and managing director of Fundis Reitsport GmbH), Jaqueline Freeke and Adam Postema (owners of Dutch retailer Epplejeck), Annica Hansen (presenter, founder, creator and author), Jesse Drent (rider, trick trainer, author, creator and entrepreneur), Grischa Ludwig (multiple award-winning Western rider and horse trainer) and Erin Orford (international para-dressage rider).

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PERFORMANCE ulcers

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working

SUITABLE FOR THOSE PRONE TO

GASTRIC ULCERS SUITABLE FOR THOSE PRONE TO

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TRIED & TESTED PROBLEM SOLVERS low starch - low sugar - all levels - all disciplines For your POS & information: Baileys Horse Feeds Tel: 01371 850 247 (option 1) www.baileyshorsefeeds.co.uk

MADE IN

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ETN | PEOPLE

People Tara Keoshgerian, who founded clothing supplier Mochara Equestrian in 2019, was shortlisted for Young Business Person of the Year for entrepreneurs under 25 at the Gatwick Diamond Business Awards.

She was also a finalist for Young Entrepreneur of the Year, for successful business people under 30, at the Federation of Small Businesses Awards.

“Being shortlisted for these awards motivated me to continue working hard to achieve my goals,” said Tara. “I hope this inspires other young women and encourages them to follow their dreams.”

Launched as a lockdown project with strong online sales in the UK, Mochara Equestrian now sells in the US too. The brand offers style and function to equestrians with pieces that work in all areas of their active lifestyles.

Alex McCracken has joined Cuomo Saddles’ team of approved saddle fitters. He is covering the south-east.

Alex qualified in 1984 from Cordwainers College (now Capel Manor). He has worked in the UK and abroad, including for the Hong Kong Jockey Club as its saddler since 2014.

Alex, who has a commercial drone pilot’s licence, hopes to use drone footage to offer another perspective on equine performance and saddle fit.

Sally Prichard is working with equine light therapy specialist HorseLight to develop sales. She’s visiting and helping potential clients understand the importance of light levels in everyday yard life and how technical advances can bring about improvements.

Sally grew up in Texas and as a small child would ride ‘two up’ with her father an honorary member of the El Paso Sheriff’s posse. Now UK based, she has worked in marketing and PR and has her own horses.

At last month’s National Equine Forum (NEF), Imran Atcha, a founder member of St James City Farm Riding School in Gloucester, was announced as the winner of the Sir Colin Spedding Award.

The riding school introduces children to horses in one of the most built up and deprived areas of Gloucestershire, especially children from ethnic minority communities.

Lynda Warth, British Horse Society County Access & Bridleways Officer for Cambridgeshire, was highly commended as an award finalist. Both winners received their awards from HRH The Princess Royal, president of the NEF. (Photos: Craig Payne Photography)

British Eventing’s new chairman says he wants to make the sport more affordable and encourage more people to try eventing.

Mark Sartori - a businessman, competitor and event horse owner - succeeded interim chairman Jane Holderness-Roddam at British Eventing in February.

“With us [Britain] currently being Olympic, world and European champions, the sport has much to celebrate,” he said. “However, there are some very significant challenges facing [us]. We need to improve our product, make it more affordable and grow our membership while offering more opportunities for people to try eventing.”

Pierre Le Goupil has been appointed course designer for eventing at the Paris 2024 Olympic Games. The 59-year-old Frenchman comes from a family involved with horse sport and breeding; his father Andre Le Goupil represented France in eventing at the 1968 Olympic Games in Mexico City.

16 | EQUESTRIAN TRADE NEWS APRIL 2022

The Animal Medicines Training Regulatory Authority (AMTRA) has appointed Michael Seals MBE to the role of chair. He succeeds Phil Sketchley who’s retired after 48 years in the industry and served as AMTRA Council chair since 2014.

Mr Seals says he intends to address the market needs for the future, including the introduction of new technologies and enhanced CPD opportunities. ETN runs AMTRA accredited CPD features.

“The sector is in a period of adjustment,” he said, “there are many opportunities for us to evolve and deliver on our appetite to drive change, meeting the demands of our RAMAs (SQPs), their employees and the industry, as well as animal owners.”

A livestock and arable farmer in south Derbyshire, Mr Seals recently ended a ten-year term in Defra as chair of the Animal Health & Welfare Board England. He has also chaired the not-forprofit National Fallen Stock Company, and owns a show jumping team with breeding, training and livery facilities.

He will be assisted at AMTRA by board member and vet John Blackwell, who has been elected as vice-chair.

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BENCH SADDLER OF THE MONTH | ETN

Celebrating

the best bench saddlers...

This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standards of leathercraft skills.

ETN BENCH SADDLER OF THE MONTH: CAROLYN TRUSS

“THINGS THAT LAST A LIFETIME”

NOMINATED BY: Coralie Chung, who says: “I love popping in to see Carolyn in her workroom, usually with an ancient piece of harness or side saddle to look over and maybe salvage.

“Carolyn’s work is exquisite. She produces beautiful harness and collars, particularly for large breeds, as well as stunning bridlework and fabulous side saddles.”

ABOUT Carolyn Always a maker, Carolyn studied art and sculpture at school and sixth form.

“My father is a skilled wood and metal worker and model builder, my mum was a great seamstress and I “I hate the throw-away love to work with world,” says Carolyn my hands,” she who creates items to says. “Their ability last a lifetime. to fix, mend or make whatever we needed had a big impact on me.”

After school, Carolyn went to agricultural college intending to follow a career in forestry with working horses. “But along the way I developed a love of heavy horses

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Carolyn Truss sealed her love for heavy horses while working with them for the National Trust.

and their harness - and that changed my direction,” she recalls.

Growing up near Newmarket meant horses were part of Carolyn’s life from the age of eight. “None of my family is horsey, but our next-door neighbour Paddy was, and she became my ‘horsey mum’. With her, I went to numerous mountain and moorland shows and fell in love with all our native breeds,” she explained.

As a teenager, Carolyn took weekend jobs on breaking, sales and livery yards, helping with polo ponies, point-to-pointers, racehorses, in-foal Anglo Arab mares and many more.

During college, she did work experience at a Shire horse centre, and later took a fulltime role at the National Trust’s Wimpole Home Farm. It was here her love of working horses and interest in their harness was sealed.

With help from “the bank of mum and dad” plus her boyfriend (now husband), Carolyn trained for her City & Guilds exams at a saddlery centre in Bury St Edmunds.

Today, she has a workshop in one of the barns on the couple’s tenanted farm in Horningsea just outside Cambridge.

“I spend four days a week making bespoke leatherwork, mostly bridles and driving harness. One day a week, usually Tuesdays, I work for Mill Saddlery at Stowupland as their Master Saddler and one of their qualified saddle fitting team,” she says.

Carolyn’s favourite leatherwork includes restoring side saddles, making driving harness gig saddles and heavy horse inhand bridles, closely followed by box work.

“I love the chance to restore or create things that will last a lifetime,” she says.

“I hate the throw-away world we now live in. People often buy cheap leather items, and then replace them several times, rather than buying once, buying bespoke so it fits properly, and then caring for that item so it lasts well.

“Since I started 22 years ago, there have been huge steps forward in understanding the horse, the saddle and the effects of badly fitting equipment. It’s so important that independent research continues to improve our knowledge so that we can make saddles, bridles and harness which are as comfortable as possible for the horse and enhance their performance.”

BUCKET LIST HORSE

In her spare time, Carolyn helps her husband on the farm and runs their glamping and camping diversification.

“Most importantly, I spend time with my horses and ponies. I have two Exmoors, a Dales pony and a young Shire gelding. Max, the Shire, is my bucket list horse and what it’s all been about.

“I hope one day to show him in the ring in harness I’ve made - if I can find the time to make it!”

HOW TO NOMINATE A BENCH SADDLER:

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN/SMS Bench Saddler of the Month.

Candidates must be a member of the SMS, based in the UK or overseas. To nominate a bench saddler, email editor@ equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.

EQUESTRIAN TRADE NEWS APRIL 2022 | 17

ETN | PROFILE

In the hot seat Meet Simon Middleton, managing director of Zebra Products.

HOW DID YOU START THE BUSINESS? I originally sold fruit to supermarkets. My wife Lindsay had a livery yard and it was one of her clients, who ran a wholesale irrigation business, who made me think about having my own equestrian company.

I’ve always been horse crazy - so we formed a partnership and gave it a go.

Zebra Products was established in 2000 with just three people; we now employ over 20. I was the sales person, our business partners provided the distribution and warehousing, and Lindsay was the product picker and packer.

HOW DID YOU COME UP WITH THE NAME? We spent many nights brainstorming! We wanted an equestrian theme but also something a bit different. Lindsay and I love safari holidays and got married in Kenya… We came up with Zebra Products.

WHAT BRANDS DO YOU DISTRIBUTE? We distribute 17 brands, mainly German and Italian; then we have two Swiss brands and one Belgian.

When we started, it was quite difficult to get brands on board as we were small. But as one joined us, others followed. Currently we have Alogo, Amerigo, Bucas, Cavalleria Toscana, Cavallo, Cavalor, Covalliero, EGO7, Equipe, Fleck, Konigs, Mattes, Nathe, Sprenger, Tucci, uvex and Veredus in the Zebra herd.

WHAT ARE YOUR THOUGHTS ON UPMARKET PRODUCTS COMPARED WITH CHEAP AND CHEERFUL? Obviously, there’s room in the marketplace for high end, premium collections, mid-price selections offering excellent value and then cheaper product ranges that offer all horse owners - whatever their disposable income - the opportunity to buy.

In the clothing sector, top end breeches, show jackets and shirts are made with high-tech fabrics which perform to the best level.

Luxury brands also follow up-to-date styling and trends and, of course, this all comes at a price.

Within our portfolio, there are products for all purse strings.

EGO7 boots are highly affordable, Bucas Freedom rugs are very reasonable, Covalliero clothing comes at a great price point, and you can buy a Fleck whip for £6.

Even within brands seen as premium, there’s good value to be had.

18 | EQUESTRIAN TRADE NEWS APRIL 2022

Simon Middleton has always been “horse crazy”.

WHAT NEW PRODUCTS ARE YOU MOST LOOKING FORWARD TO THIS YEAR? There are so many! Amerigo’s new dressage saddle, the Selva, will be very popular. And I’ve been privileged to sit on the Equipe Elba and Equipe Ischia, two jump saddles new to the brand’s E-Carbon range.

Sprenger has a fantastic new bit range called the Pronamic Collection, developed with top dressage rider Jessica BredowWerndl. And there’s a revolutionary new riding boot, the Contact, from EGO7.

On the clothing front, Covalliero will launch a new winter jacket with LED lights; and Cavalleria Toscana has developed an air jacket for show jumping.

EGO7 boots are highly affordable.

ZEBRA PRODUCTS SUPPORTS LEADING RIDERS ACROSS THE DISCIPLINES. IS SPONSORSHIP STILL OF VALUE TO THE BUSINESS? We work with some riders more closely with than others. Those who give back to us in terms of social media content, helping with competitions to win training, or who get involved with Equipe saddles are a photo-shoots and video stay with us for firm favourite in Zebra many years.

Products’ portfolio.

New this year was our support of the Retailer of the Year Award at the 2022 BETA Business Awards.

We were keen to sponsor the awards as we have a fantastic relationship with retailers and the trade - and wanted to give something back in return.

HOW CAN STORES IMPROVE A CUSTOMER’S RETAIL EXPERIENCE? Shoppers’ expectations have grown. Take good customer advice; horse owners are inspired to buy with confidence when in-store staff are knowledgeable about the products they’re selling.

Product displays can be inspiring too. For instance, by putting key items together to showcase a head-to-toe outfit and giving customers ideas of what looks good together.

Store layouts, general ambience and staying agile are key to prolonged success in bricks-and-mortar retail.

Would you like to sit in the hot seat and answer ETN’s questions? If so, email editor@equestriantradenews.com

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BETA International 2022 Sunday, Monday and Tuesday

11-13 September 2022 NAEC Stoneleigh, Warwickshire, UK Main Sponsor

New launches for the coming season

Exclusive

show only offers

New Product Gallery

FREE and informative

seminar programme

A selection of leading brands already confirmed

FREE parking and FREE to attend | Register to visit www.beta-int.com STAND BOOKINGS

NOW OPEN

Correct at time of going to press

FOR MORE INFORMATION PLEASE CONTACT: Fiona Dagger | fiona.dagger@impact-exhibitions.com | or call 01892 862848

ETN | RETAILER PROFILE

Opening a showroom last year has enabled Kate to add a riding hat and body protector fitting service to her online business.

Groom brushes up in world of retail Retailer and former head groom Kate Lawrance talks to Deborah Hayward about her equestrian background and online shop with its new bricks-and-mortar showroom.

I

f I had done half the impressive horsey things that Kate Lawrance has, there would be no stopping me. I’d be namedropping for all I was worth and dining out on career anecdotes for years to come, but Kate is more modest.

I would also hazard a guess that, although she has run her retail business, Kate’s Equestrian Supplies, for more than a decade, many of her loyal customers will not appreciate what a wealth of experience she has to call on from her years as head groom to some of the sport’s most illustrious names, such as Oliver Townend and Di Lampard.

SETTING UP IN RETAIL

Kate’s entry into the world of retail is an interesting one. She had no previous experience of buying and selling, but she did know an awful lot about horses and riders – and all the equestrian gear and equipment – so retail was a logical move 20 | EQUESTRIAN TRADE NEWS APRIL 2022

for Kate when the physical challenges of caring for topflight horses day in, day out began to take their toll.

“I had worked with horses right from leaving college and I was tired,” Kate Lawrance has built up she says. “My Kate’s Equestrian Supplies body ached over the past 11 years, with a every morning little support from her dog, when I woke Mollie. up and it took me mucking out couple of stables to get loosened up. I really didn’t want to be doing this when I was 40.”

So Kate decided to set up an online

shop, Kate’s Equestrian Supplies, in 2011, selling a small range of products such as riding hat bags, boot bags and a few rugs on eBay and her own website. “We began to grow slowly,” she says. “Any money I made was reinvested back into the business to buy new stock.”

All products were stored in a large cupboard in a building belonging to her family on an industrial estate just off the A5 in Hinckley, Leicestershire, where her father, Ken, used to manufacture bouncy castles. For the past 11 years, Kate has successfully operated her online business there, expanding the product range and specialising in rider clothing.

“It was tough getting accounts as an online retailer at first,” she recalls. “But I came along to BETA International in 2012 and opened one with Shires Equestrian Products. They were brilliant and really gave the business a boost – and I’ve been dealing with them ever since.”

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RETAILER PROFILE | ETN BUILDING THE BUSINESS

August 2021 saw an exciting development for the business, with Kate creating a dedicated showroom that allows her to operate a riding hat and body protector fitting service, and where customers can arrange to call and collect products.

“During lockdown, I took the decision to introduce the showroom with warehousing for the products downstairs,” she says. “I then completed a BETA safety garment fitting course and began taking bookings from customers. I can be really flexible with appointments and many people want afterschool fittings for children.”

The showroom, which operates an “open by arrangement” policy, provides an attractive shopping environment, with a fitting room and carefully merchandised product displays for safety garments, breeches, base layers, hat silks and Crafty Ponies.

“We have had a great reaction to the showroom,” says Kate. “Obviously, not all our stock can be put out, as there simply isn’t room – but, if a customer sees something on the website, we will have it here in the warehouse and they can give me a call and arrange a time to pick it up.”

HORSEY FOUNDATIONS

Kate was a horse-mad youngster, even though her brother, Steve, was allergic to horses. Kate’s mother, Margaret, sent her to the local riding school for lessons and later arranged for her to have her first pony on loan.

Leaving school before A-levels, Kate took a National Diploma in equine studies and then landed a position as a working pupil for John and Matthew Lanni at Arena

UK before going on to work for Kenneth Clawson and Paul Davies at their event yard.

“I met Oliver Townend there,” says Kate.

“He was an up-and-coming young event rider who had been spotted by Kenneth.

When he left to set up a yard of his own in Lubenham, Leicestershire, I went with him.

We were both hard workers, so got on quite well. It’s easier when you’re all working with the same aim.”

Kate was Oliver’s head groom for three years before she joined showjumper Di Lampard following a year-long break in which she hung up her boots and took to the skies with Monarch Airlines.

A BRIEF INTERLUDE

Kate donned her smart navy uniform and became a cabin crew member. “It was something completely different, which is exactly what I needed,” she says, “even if it was outside my comfort zone at times.”

“Can you believe we were even given lessons on how to apply our make-up! We were based at Birmingham Airport, which was close to home, and it was great to be with lots of lovely Brummies who were happy to be heading off on their holidays.”

A LETTER TO DI

After 12 months with Monarch, Kate was really missing her outdoorsy equestrian lifestyle, so wrote to Di Lampard asking if she needed a groom. “I had lessons with her as a teenager,” she explains, “and my letter arrived at the right time, as her head girl had just left, so I got the job.”

Kate moved to Di’s yard in Oakham, Leicestershire, where she lived in a caravan.

“She has since had a lovely house built for

staff, but it was just the caravan back then,” Kate recalls. “It was fantastic working with Di. She takes her job seriously, but she is a lot of fun, too.

“During my five years with her, I had some really good horses to look after and I loved them to bits. I’d be at every show with them.”

Di and Kate clearly shared a mutual appreciation of one another, as the showjumper nominated her employee for a British Equestrian Federation Groom of the Year Award in 2007, with Kate coming third.

TRANSFERABLE SKILLS

Kate’s years working with horses, riders, vets, farriers and owners have stood her in good stead for running her own store. She takes a real pride in helping customers to find the products they need.

“I am the only person who works here,” she says, “so they know exactly who they are dealing with and I won’t ever sell somebody something if it is not right for them.”

ETN asks Kate...

Q. How do you promote your business?

I use social media, sponsor our local riding club and put something in local free ad-magazines.

Q. What type of riders are your typical customers?

Mainly leisure riders, although we do have a local stud where they breed racehorses. Many of our customers come from local livery yards and riding schools, too.

Q. What brands of safety garments do you stock?

We’ve got Champion, Charles Owen, Gatehouse and USG.

Q. In addition to the BEF Groom of the Year, do you have another career highlight?

Yes, there are a few, but I loved being part of Team GB at the 2008 Nations Cup in Barcelona.

Q. Do you still ride?

It’s hard to do something like that as a hobby when you’ve done it as a job for so long. I’ve shut that door, really.

Q. Do you have any pets?

Yes, Mollie, a four-year-old pointer cross who was a street dog in Cyprus.

Kate spent five years as showjumper Di Lampard’s head groom.

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EQUESTRIAN TRADE NEWS APRIL 2022 | 21

ETN | SOCIAL MEDIA MATTERS

A reely good idea?

As Reels continue to grow on Instagram, and are being introduced on Facebook too, there’s never been a better time to start experimenting, says Rhea Freeman.

R

eels can be as complicated or as simple as you like. If you hang out on Instagram and have been sucked into watching Reels, you’ll know that some are really complex.

The good news is, you can make your Reels as complicated or as simple as you like. Just think of them as short, catchy videos that’s it!

If you don’t know what Reels are, they’re short form videos that can be up to a minute long and made inside the Instagram app or using additional software.

There’s usually a catchy tune involved (trending tunes are really useful if you’re trying to get your Reel in front of more people), some transitions (where new things appear on the screen or there’s a change between one thing and another), maybe some effects, and you can add text, stickers, and apply lots of other Instagram functionality too.

You might think that they’re not for businesses as much as they are for creators, but you’d be wrong.

They’re a really brilliant way to show a whole lot of your business in a short space of time. Here are three simple ways you can use Reels if you’re a product-based business: 1. Before and after. You can show someone in grubby old clothes, throw in a transition in time with the track you’ve chosen (and this can be as simple as covering the screen with your hand or shaking the phone) and when you remove your hand/stop shaking, someone is in a shiny new outfit. This could also work with equine care products too - shampoos and stain removers for example.

2. All the colours. If you have a range of colours or designs in a product range, you can use Reels to show a number of colours in a short space of time. Use the beat of the music and throw items at the person who’s kindly agreed to be your model, trim each clip to the moment it hits them, and then have the next clip showing them in their new outfit.

3. Bring on the fun. In addition to trending audios that use popular music, there are some voiceover tracks that can be highly effective too. Some might require a little bit of lip-syncing, but some might just require a bit of timed text on the screen that makes the audio relevant and then the relevant video or still images to go along with it.

22 | EQUESTRIAN TRADE NEWS APRIL 2022

Getting involved with Reels has made sense since they launched on Instagram in 2020, with many people reporting significant views on their videos and an increased chance of going viral.

With the latest roll-out of Reels onto Facebook, the ability to make Reels content work harder for you by showing it to more people, and the fact that as I write this they’re being given extra prominence on Facebook too, maybe it’s time to give it a spin?

About the author: Rhea Freeman is an award-winning PR adviser and social media expert who is a Facebook Lead Trainer and accredited #SheMeansBusiness trainer.

She provides one-to-one mentoring for brands and also runs a free Facebook group, a membership group, and produces a weekly podcast with the Small & Supercharged prefix. Find out more at www.rheafreemanpr.co.uk Rhea is also running a webinar series with BETA which includes free sessions for all BETA members who wish to participate, and paid for sessions that are open to BETA members and non-BETA members, although BETA members enjoy preferential rates. Find out more by contacting the BETA office on tel 01937 587062 or email info@beta-uk.org

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ADVERTISEMENT FEATURE | ETN

John Whitaker International promises quality at a good price John Whitaker International has encountered many of the challenges companies now face – that’s why the brand’s aiming to deliver its quality products at a price that suits stockists and customers alike

J

ohn Whitaker International was founded in 1998 by Ginette Brogan, John Whitaker and his wife Clare.

At the time Ginette owned a small equestrian shop, of which John and Clare were customers, however it was a chance meeting in Stockholm airport where the discussion to collaborate and create the Whitaker International brand was formed.

With John’s success and popularity, a strong brand was born overnight and using his knowledge and experience in the development of the products, the John Whitaker name provides integrity and credibility to this day.

Standing the test of time

The company is now in its 24th year of trading and is very privileged to have received continued customer support to achieve this. However, this has not been an easy accomplishment as like many other companies of a similar age or older, it has encountered many challenges along its journey such as the recession of 2008, footand-mouth disease, Brexit and a pandemic to name but a few.

As a small, family-run business trading out of a traditional mill town, the team understands that running a business in any climate can be difficult – especially so now, with the uncertainty of the market feeling like an uphill struggle. What is vital is the continual support of not just each other but our customers at this time.

John Whitaker has always stocked quality products at affordable prices, spending a lot of time and effort ensuring that products are ethically sourced and produced to the highest standards. This remains the company’s uncompromising ethos.

Core ranges

The years of knowledge and expertise amassed by the team allows them to work with their manufacturers to produce some core range products, which will be kept in

stock all year round. They’ve been designed to be affordable, and can be called from stock whenever needed.

The Rastrick range of rugs is the first offering of this type. Through strategic purchasing, the price on this range (see above table) has been reduced so that customers really feel the value and affordability in such unstable times.

All rugs are available in classic Whitaker navy blue and feature a reflective thread woven through the robust red and navy bindings.

For the full range of products, visit www.whitakeruk.com

Get in touch

John Whitaker International offers a wide range of equipment for both horse and rider, specialising in riding helmets, saddles, rugs and lots more. The loyal and longstanding members of staff will be happy to help with any enquiries, so call today on 01706 340500 or email the team at info@johnwhitaker.com

ETN | CPD FEATURE ABOUT ETN’S RAMA/SQP FEATURES ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/ SQPs specialising in equine and companion animal medicine.

AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk

KNOW YOUR FEED TERMINOLOGY WITH THE SPILLERS JARGON-BUSTER Becoming familiar with the science behind equine nutrition can help you advise and inform your customers with confidence and no better way to start than to get to grips with some of the common jargon.

SPILLERS nutritionist Sarah Nelson talks us through the A to Z of feed terminology.

Antioxidant: Antioxidants are molecules which prevent the oxidation of molecules.

Oxidation (iron turning rusty is an oxidative reaction) is a chemical reaction which, through the production of ‘free radicals’, can lead to cell damage. Examples of dietary antioxidants include vitamin E, vitamin A, vitamin C and selenium.

Ad lib (ad libitum): Ideally forage should be fed ‘ad lib’ (as much as the horse will eat). Although a very commonly used term, owners are sometimes confused as to what it means.

Ash: This one often causes confusion when it’s spotted on the feed label! Although it sounds like something you might find in your fireplace, it represents the mineral content of the feed.

Amino acids: Amino acids are the building blocks of protein; there are 21 in total, 9 of which must be supplied by the diet and are 24 | EQUESTRIAN TRADE NEWS APRIL 2022

Feeding knowledge helps you advise customers with confidence.

known as essential amino acids. Proteins are broken down to amino acids during the processes of digestion.

Biotin: Biotin is a water-soluble B vitamin.

It is synthesised by the bacteria in the hindgut so it often doesn’t need to be supplied in the diet but, when fed at high levels it has been shown to improve hoof health and growth.

Body condition scoring: Body condition scoring is a practical method of assessing body fat by eye and by touch. Several areas where fat is commonly laid down are scored using a numerical grading system, most commonly a 1-9 or 0-5 scale. We recommend using the 1-9 scale but whichever system is used, the most important thing is to apply it consistently.

Belly girth: Measured around the widest point of the trunk (belly), belly-girth can be a very sensitive indicator of generalised fat loss in response to changes in diet. This perhaps makes it one of the most useful weight monitoring tools in overweight horses and ponies.

Calorie: A calorie is a unit of energy.

Nutritionists often use the term ‘calories’ because it is one we all associate with bodyweight; but in horse feed we generally describe energy as digestible energy (DE) and use mega-joules as the unit (MJ). 1 MJ is equivalent to 239kcal about the same energy as a Mars bar.

Complementary feed: Is a feed that needs to be combined with other feeds in order to provide a complete balanced diet; for WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN example, a competition mix needs to be fed alongside hay, haylage or grass and can’t be fed on its own.

Fibre is vital to a healthy equine digestive system.

Complete feed: Is a feed that can be fed, as the name suggests, as the complete diet not combined with anything else. A chopped hay replacer may be described as a complete diet.

Dry matter: Dry matter (DM) is the material remaining after all the moisture (water) has been removed. Different feed stuffs contain different amounts of moisture. For example, haylage contains 50-80% dry matter and 20-50% moisture; and hay approximately 85-90% dry matter and 10-15% moisture. As the water content doesn’t count towards forage intake, the DM content of hay and haylage is particularly important for horses fed restricted rations.

Electrolytes: Electrolytes are compounds that conduct electricity when in solution; they are involved in many essential processes including the transmission of nerve impulses, muscle contractions (including those that make your heart beat) and maintaining water balance. The main electrolytes lost in sweat are sodium, potassium and chloride.

Fructans: You have probably heard of fructans in association with laminitis. The exact link to laminitis is unclear but it is thought they may be involved in triggering laminitis in grazing horses and ponies.

Fructans are long chains of fructose often linked to sucrose and are the storage form of sugar (energy) in the majority of UK grasses. Horses cannot digest fructans in the small intestine, so instead they are rapidly fermented in the hindgut.

FOS or fructo-oligosaccharide: FOS shouldn’t be confused with grass fructan as the chemical structure is quite different, although both are chains of fructose. FOS is used in small amounts in feed and in some digestive supplements as a prebiotic, supplying a preferred energy source for ‘good’ bacteria.

Complete feeds can include chopped hay replacers.

Magnesium: Magnesium is a macro-mineral which means it is required in relatively large amounts in the diet. Most magnesium in the body is stored in the skeleton with the remainder found in muscles, soft tissues and in bodily fluids, helping to maintain fluid balance. Magnesium deficiencies are rare but can be associated with impaired muscle and nerve function.

Fibre: Fibre is a structural carbohydrate that is vital to keep a horse’s digestive system healthy. Forage (or a suitable forage replacer) should be the main source of fibre and in the large majority of cases, should not be restricted to less than 1.5% of current bodyweight (dry matter) per day, even for those that are in hard work or are overweight.

Glucosamine: Glucosamine is an amino sugar and is known as a ‘hero’ ingredient when it comes to supporting joint health.

Glucosamine is a chondro-protective agent and is thought to support proteoglycan synthesis and reduce cartilage degradation.

Heart girth: Measured as the horse/pony breathes out by passing a tape measure immediately behind the base of the withers and the elbows.

Hindgut: A term used to refer to the large intestine. The large intestine or ‘hindgut’ is the ‘powerhouse’ of the digestive system and is made up of the caecum, large colon and small colon.

International unit (IU): IU is the unit used to measure some vitamins including vitamin E. Vitamins can be added into a product in different forms. The unit IU allows us to compare these by measuring the biological activity of the vitamin within the horse rather than the quantity added into the feed i.e. If two different forms of a vitamin at different quantities illicit the same amount of biological activity in the horse, then they will contain the same number of IUs. Jejunum: The small intestine is made of three sections. The middle section is the jejunum that extends from the duodenum (first section) and links to the ileum (third section).

Kg (kilogram): A unit used to measure weight. 1kg = 2.2lbs.

Lysine: Lysine is an essential amino acid and is, in fact, the first limiting - which means it is the one most likely to be

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deficient in the diet. It is also important in determining the rate of protein synthesis – the rate at which other amino acids can be utilised is dependent on lysine requirements being met.

Micro and macro minerals: There are two types of minerals: macro minerals, needed in relatively large quantities (grams per day (g/day)); and micro minerals or trace elements, needed in tiny quantities (frequently measured in milligrams per day (mg/day).

Non-structural carbohydrates (NSC): Carbohydrates are split into two groups depending on their chemical structure.

Non-structural includes water-soluble carbohydrates plus starch.

Omega-3 fatty acids: Omega-3 fatty acids are fats typically found in plant and marine oils. Although not extensively researched in the horse, omega-3 oils are thought to have some health benefits in humans including supporting the immune and cardiovascular systems.

Probiotic: When you hear the word ‘probiotic’ you may think of the live bacteria in well-known yoghurt drinks. Live bacteria are not licensed for use in horses the UK (or the EU) but live yeast may help to maintain a more stable pH in the hindgut and improve fibre digestibility.

Prebiotic: Prebotics are non-digestible ingredients (typically high in fibre) aimed at supporting the health and proliferation of ‘good bacteria’ in the gut. FOS and MOS (mannan-oligosaccharides) are examples of prebiotics.

Protein: Proteins are compounds that consist of a chain or sequence of amino acids. Protein is needed in order to synthesise enzymes, immune cells and cartilage and to help build and repair muscle. Contrary to popular belief, protein does not cause excitability or swelling in legs.

Quidding: Quidding is the term used when partially chewed food is dropped from the mouth. This often occurs in older horses when their molar teeth become worn.

CONTINUED OVER THE PAGE

EQUESTRIAN TRADE NEWS APRIL 2022 | 25

ETN | CPD FEATURE Vitamin E: Vitamin E is a fat-soluble vitamin and plays a major role in the body’s antioxidant defence system alongside vitamin C and selenium.

Rump width: Measured from the point of one hip to the point of the other.

Selenium: Selenium is a trace element required in very small amounts in the diet.

It works closely with vitamin E within the body’s antioxidant defence system. It can be toxic if fed at high levels so care must be taken if feeding supplements.

Sugar Beet: Sugar beet is a root vegetable, similar to a swede or turnip. The sugar beet pulp fed to horses is what is left at the end of the sugar extraction process which produces the sugar we put in our tea. Sugar beet can be an excellent source of highly digestible fibre and a valuable source of energy (calories). In fact, sugar beet is significantly more digestible than hay and contains a similar level of energy (calories) to cereal grains and conditioning feeds which is why it is often referred to as a ‘super fibre’.

Threonine: This is an essential amino acid.

It is thought to be the second limiting one in the horse, especially for growth, which means it is important for determining the overall rate of protein synthesis.

Ulcer: Gastric ulcers can be found in oesophagus, the upper (non-glandular) and lower (glandular) regions of the stomach and the first section of the small intestine.

Most ulcers are found in the non-glandular region and are likely to be caused by exposure of the stomach lining to gastric acid.

Volatile fatty acids (VFAs): Volatile fatty acids are produced in the hindgut of the

Water-soluble carbohydrate (WSC): WSC refers to carbohydrates that are soluble in water and includes the approximate sum of simple sugars plus fructans.

Protein does not cause excitability.

horse by the bacteria present there and are the end product of fibre fermentation. VFAs are used by the body as energy.

Vitamin A (or retinol): Vitamin A is a fatsoluble vitamin essential for immunity, cell differentiation, reproduction and vision.

Vitamin A can be converted from beta carotene which is found in grass.

Vitamin C: Vitamin C is a water-soluble vitamin and an important antioxidant. It’s not usually required in the diet of horses as they can make it themselves from glucose in their liver, but there are times when supplementation may be of benefit, particularly in times of stress and illness.

Research has also shown that high levels of vitamin C can support lung health.

Vitamin D: Vitamin D is a fat-soluble vitamin sometimes called the ‘sunshine vitamin’ as it is synthesised in the skin in the presence of UV light. This is why horses that are stabled or rugged for long periods may need additional supplementation. It is important for bone health.

RAMA CPD QUIZ SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW. EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION 1. What is the name of the molecule that deters oxidation of other molecules? a.

Antioxidant b.

Amino acid c.

Lysine

4. For the large majority of horses, total daily forage intake should not be restricted to less than what percentage of bodyweight? a.

1.5% (dry matter) b.

2% (dry matter) c.

2.5% (dry matter) 5. FOS and MOS are examples of what? a.

Probiotics b.

Antioxidants c.

Prebiotics

Water: Water is the most essential component of a horse’s diet. Water is present in every cell in the body and is needed for the gut to work properly therefore horses can’t survive without it. On average, horses at rest drink approximately 5L of water per 100kg of bodyweight (approximately 25L for a 500kg horse) but this varies according to many factors including environmental conditions, the type of diet they are fed and workload - a 500kg horse on an all-hay diet may drink 40 litres of water per day.

Xylan: This is a type of complex polysaccharide found in plant cell walls and is a component of dietary fibre.

Yeast (live): The live yeast strain saccharomyces cerevisiae is used in many feeds and supplements to help support digestive health.

Zinc: Zinc is a trace element that plays a major role in many enzymes throughout the body and is important for bone, immune, skin and hoof health.

RAMA CP Questio D ns (nutriti on) Ap ril 2022 E TN

8. Horses produce vitamin C from which nutrient? a. glucose b. volatile fatty acids c. amino acids

2. How many calories is 1 mega-joule equivalent to? a.

252kcal b.

321kcal c.

239kcal

6. Selenium works closely with which vitamin? a.

Vitamin E b.

Vitamin B c.

Vitamin C

9. What does WSC stand for a.

Water soluble carbohydrate b.

Water soluble calories c.

Water and sugar carbohydrates

3. Where in the gut do horses digest fructans? a.

Small intestine b.

Stomach c.

Hindgut

7. Vitamin A can be converted from which of the following? a.

Beta carotene found in grass b.

Carrots c.

Gut bacteria

10. On average, how much water do horses at rest drink per 100kg of bodyweight? a.

5 litres b.

7 litres c.

10 litre

SUBMIT YOUR ANSWERS ONLINE AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION.

26 | EQUESTRIAN TRADE NEWS APRIL 2022

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FUEL THEIR POTENTIAL Optimum condition and recovery

Low starch for a controlled performance

NEW RANGE Balanced energy with added oil for coat shine

Speak to one of our nutritionists on: 01908 226 626

SPILLERS™ - YOUR PARTNERS IN CARE™. www.spillers-feeds.com

© Mars, 2022.

ETN | FEED FEATURE

What makes horse owners buy which feeds?

Ellen Brain and Isobel Bannister of University Centre Askham Bryan, York, reveal what influences equine feed purchase decisions and feeding practices.

An abundance of products on the market has increased the challenges associated with feeding equine athletes.

Methodology

The study used an online questionnaire developed using Google Forms, comprising 27 questions. It was shared via social media platforms including Facebook groups and online forums between June 2020 and August 2020.

It received a total of 243 validated responses. Data was analysed utilising descriptive techniques.

Results

Photo: Anastasija Popova/Shutterstock.com

Most respondents were responsible for the feeding of one horse (37.86%), had no prior nutritional education (51%), rode horses for pleasure in unaffiliated competitions and schooling activities and were aged between 25 – 34 (24.9%) and 34 – 44 (16.7%) respectively.

Purchase decisions

E

quine feeding practices form a critical element of an equine athlete’s health, wellbeing and performance (Frape, 2008).

However, despite its importance, the challenges associated with feeding equine athletes have increased due to the overwhelming abundance of marketplace feed products which incorporate pledges ranging from performance, joint and digestive enhancement, condition development and behavioural modification (Hoffman et al., 2009).

Murray et al. (2015) contest that the complexity of correct feeding management practices, lack of owner feeding knowledge and vast product ranges is posing detrimental impacts on equine feeding management practices and purchase decisions - thus adversely affecting health, welfare, wellbeing and nutritional disorders of the equid.

Although feeding practices and feed purchase choices form a fundamental component of equine wellbeing, there is limited prior literature which has investigated consumer purchase behaviour in relation to equine feed and consumer feeding practices.

Therefore, this study aims to address this literature gap, to support the understanding of motivational drivers behind equine feed purchase decisions and subsequently equine feeding practices.

28 | EQUESTRIAN TRADE NEWS APRIL 2022

The results demonstrate that consumers prominently obtain equine feed advice - which informs equine feed purchase decisions - from independent nutritionists, veterinary professionals and current feed brand companies. This coincides with prior subject literature (Murray et al., 2015) and is potentially reasoned by the level of expertise of such professionals surrounding nutrition, the increased awareness of nutritional disorders and the lack of consumer knowledge in relation to equine nutrition, feeding practices and feed purchases, as seen above.

Despite this, 82% of consumers suggested they were confident making feeding choices for their horse. Conversely, consumers were least likely to be influenced by dentists, farriers and equine magazine articles.

On review of the factors which directly affect consumer purchase decisions, equine owners highlighted that feed ingredients, stockist location, price and ease of feeding were the most influential factors over the purchase intentions.

Whereas promotional campaigns, rider endorsements, current yard feed supplies and current diet had limited influence over current feed purchase decisions.

These findings, therefore, indicate the need for feed marketers to consider pricing, ease of feeding, ingredients and stockist locations within marketing communications.

Further, the limited influence of current diet and feed brands within purchase decisions could imply that equine consumers may have limited brand loyalty, thus contradictory to prior literature (Frape, 2008). This is further evidenced through study findings whereby only 42% of participants suggest they have maintained loyalty to a feed brand for a year or longer.

However, justification behind brand and feed switching included alterations to exercise regimes and intensity levels (47%); health changes – particularly ulcer diagnosis (23%); ingredient changes (7%) and lack of availability at local store (6%).

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FEED FEATURE | ETN If you were to seek feed advice, which of the following would you likely ask?

Magazines Online Forums Friend/Family Coach Independent Nutritionist Current Feed Company Dentist Farrier Vet Not

Unlikely

Neutral

Likely

Very likely

Figure 1 – Sources of feeding advice (author’s own, 2022).

Price and delivery challenges have limited impact on feed and brand choice, which conflicts previous results and prior literature findings.

Additionally, the Covid-19 pandemic was found to have limited impact on feed change choices, suggesting supplies of equine feed were not heavily disrupted by external factors.

patterns and practices, with 57% of respondents suggesting they change feeding regimes based on seasons.

This implies that feed brands could offer greater levels of advice/guidance to owners to support more consistent, year-round, ‘natural methods’ of feeding to support optimal equine health and wellbeing.

What consumers are prepared to pay

Summary

Despite price being a critical factor in the equine feed purchase decision process, price sensitivity was highlighted as more prevalent in chaff and/or forage-based product purchases, as opposed to hard/complete feed products.

Additionally, consumers were most willing to pay between £10 and £19 for both a 20kg bag of complete feed and 20kg bag of chaff, even though they were willing to pay more for complete feed.

These results demonstrate the need for marketers to consider pricing points and pricing differences between these product ranges to maintain consumer demand.

Feeding regimes and practices

Most participants (62%) feed complete feeds, with balancer (18%) and chaff (25%) the most used. However, straight feeds and sugar beet appear to be declining in popularity.

This potentially links to the ‘ease of feeding’ complete feeds, which coincides with the prior findings surrounding factors influencing purchase decisions and limited respondent nutritional knowledge.

Further, only 14% of participants fed organic feeds, which potentially links to the pricing implications associated with organic products and implies that equine consumers are less concerned about ethics. However, further work is required to fully understand the lack of organic equine feed purchases.

Further, most respondents (73%) stated that they fed a lowcalorie feed, due to concerns surrounding nutritional related disorders. This demonstrates increased demand for such products and the need to further educate owners surrounding nutritional disorders and correct feed management practices as the 2018 National Equine Health Survey (NEHS) reported that over a third of UK horses (38%) had a weight related disorder prevalently laminitis, EMS and PPID (Pars Pituitary Intermedia Dysfunction).

When considering feeding patterns, most owners fed either twice (51%) or once per day (42%), with only 6% feeding three times a day.

This ‘episodic’ feeding pattern moves away from the natural feeding regimes of the horse, potentially predisposing the horse to spontaneous gastrointestinal disturbances (Clarke, 1990).

However, the survey demonstrated that ‘episodic’ feeding regimes were influenced by owner time constraints, turnout/bring in plans and feed manufacturer’s instructions.

Additionally, time of year was found to influence feeding

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This study aimed to identify the current feed management practices of UK equine owners and the factors which impacted purchase decisions in relation to equine feed. It was evident that most owners had responsibility for one horse, had limited prior equine nutritional education and rode their horse for pleasure.

Questionnaire results evidence that equine consumers consider the opinions of veterinarians, independent nutritionists and brand representatives when considering feed choices.

Price (typically willing to pay between £10-£19 for complete feed or chaff), ‘ease of feeding’, stockist location and product ingredients influence the purchase intentions of equine feed products.

However, it was evident that equine consumers were limited within their loyalty to select feed products and brands, indicating the need to further explore reasonings behind this and for marketers to develop further schemes which encourage consumer retention.

Further, ‘complete and low calorie’ feeds are commonly purchased and used by the equine owner, due to feeding simplicity and nutritional disorder concerns.

Marketers could, however, further educate consumers surrounding correct feeding practices for individual horses to minimise ‘disorder risks’ and promote optimal health and wellbeing.

Additionally, dietary supplements are widely utilised for both health, performance and medical purposes. However, further investigation is required to understand the motivational drivers behind selecting appropriate feed supplements.

References 1. Frape, D., 2008. Equine nutrition and feeding. London: John Wiley & Sons.

2. Hoffman, C.J., Costa, L.R. and Freeman, L.M. 2009. Survey of feeding practices, supplement use, and knowledge of equine nutrition among a subpopulation of horse owners in New England. Journal of Equine Veterinary Science, 29(10), pp.719726.

3. Murray, J.A.M., Bloxham, C., Kulifay, J., Stevenson, A. and Roberts, J, 2015. Equine nutrition: a survey of perceptions and practices of horse owners undertaking a massive open online course in equine nutrition. Journal of Equine Veterinary Science, 35(6), pp.510-517.

EQUESTRIAN TRADE NEWS APRIL 2022 | 29

ETN | FEED FEATURE

Merchant’s make-over

First impressions count - so sometimes it pays to look at your feed store with a fresh pair of eyes, says Sarah Rushby.

Are you making your store – and what you offer - obvious to potential shoppers?

I

s it obvious to the person driving past what you sell? If you are a destination store with limited passing traffic, is it obvious that you are open?

Do you look inviting to potential shoppers?

Making the most of your outdoor space with clear signage and directions is the first impression customers have of your business…

So ensure it reflects who you are as a business and what you have to offer.

It may seem obvious, but if it doesn’t say animal feed or equine in the shop name, then customers are unlikely to stop.

Well placed signage and advertising banners help catch attention while also promoting the products you sell. These are not designed to last forever, so replace them when they start to look tatty.

Does the car park look tidy? Is it clear where you would like your customers to park? Is there a signed collection point for bulk orders? Is there a designated point where you keep your trollies?

These are all points to consider to make customers new and old feel like they have arrived at a professional establishment which can be trusted and relied upon.

WINDOW DRESSING

If you’re lucky enough to have a shop window, make the most of this valuable space. Dress it beautifully and update it often.

Think of it as not only a window to your business, but part of 30 | EQUESTRIAN TRADE NEWS APRIL 2022

your marketing strategy by planning a monthly theme to fit with the seasons and your promotions.

This could be product or service focussed - or think outside the box with matching colour sets to coincide with the change of season or important equestrian events like Badminton or the Horse of the Year Show.

DISPLAY BY BRAND OR CATEGORY?

Displaying feed can be tricky, especially when space is limited.

For me, feed must be displayed by brand as horse feed by category simply doesn’t work and can be confusing. For example, Saracen Re-Leve-Mix could sit under several different categories such as performance, ulcers or conditioning.

In addition, 70% of customers enter a store knowing what they want to buy. Therefore, it’s much easier for them to find what they’re after when it’s sitting within the brand section.

WHAT’S ON SHOW?

When it comes to racking, stock popular bags on the lowest section with the deepest amount of space. This way, you can put more bags out and easily refill it during busy periods.

Save the top shelf for the least popular bags or complementary feed items such as treats, buckets or scoops.

Shelf sliders are great to show prices as they are easy to replace when prices or products change. Discount Feeds uses blackboard WWW.EQUESTRIANTRADENEWS.COM

FEED FEATURE | ETN chalk paint on their racking alongside white chalk to create smart and easy to adjust price and product descriptions.

If you don’t have space to display feed on the shop floor, it’s difficult for your customers to know what you keep in the warehouse. You may miss out Chalking up prices makes them on impulse purchases too. easy to adjust.

Those with limited space can think about commonly asked questions and see whether you can create answers in store.

Burnhills have a brilliant idea in place. A wall displays bag shots, product descriptions and prices so customers have the same information as if the bags were on the shop floor. This approach ensures everyone knows what you have in stock and only takes the space of a wall or counter front.

A wall of bag shots offers customers instant information.

Clear branding helps give shoppers a warm welcome.

LOTS TO OFFER

Do shoppers know what offers you have on this month?

If you have a deal or promotion running, you need to let customers know at the earliest point while they still have time to make decisions on what they would like to purchase. So let them know via a display at the store entrance.

By the time they reach the till, customers have already made their decision - and are unlikely to be receptive to change.

Point of sale posters and leaflets soon become out-of-date or tatty. Having somewhere in-store where all leaflets/brochures are kept together, maybe by a notice board with local events etc, creates an attractive information point.

This area does need housekeeping to remove anything that’s no longer relevant or looks tired. And it will look more inviting if it’s kept clean and tidy.

WARM WELCOME

Staff uniforms - clearly branded and easy-to-identify - is key for customers to identify who works in the store and who to ask for advice.

Ensure the clothing worn by colleagues is of good quality and reflects your store’s image. Ribble Valley does this very well.

One thing’s for sure, horsey folk like to buy from horsey folk, so an equine advisor in your store wearing smart jodhpurs is never a bad thing.

MAKE IT MEMORABLE

A big smile, friendly face and an offer to carry bags to the car will always ensure that customers come back to visit – and tell their friends about your store.

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About the author Sarah Rushby is Saracen Horse Feeds’ area sales manager for the north of England. Sarah has worked in the horse feed industry for over 16 years with retailers and yards. Based near Harrogate, she has two horses of her own, a 24-year-old exracehorse called Stretton and a Warmblood-cross, Otti, who’s the horse on the Saracen Cooling mix/cubes bags.

EQUESTRIAN TRADE NEWS APRIL 2022 | 31

ETN | FEED FEATURE

When performance counts…

As a new season of shows, events and fun gets underway, it’s time to review your offering for active equines.

COMPETITION RANGE RELAUNCHED

SPILLERS has relaunched its competition range with three new flagship products to meet the needs of the aspiring amateur rider.

The range is easy to choose from with a mix, cubes and mash clearly named and delivering straightforward benefits.

New SPILLERS Performance Mix contains a balance of energy sources to fuel optimum performance. Added oil supports condition and coat shine, natural vitamin E supports muscle and immune health and pre and probiotics support gut health.

The SSP is £15.49 for 20kg.

New SPILLERS Perform & Restore Mash supports optimum condition and recovery in performance horses. The fast-soaking mash assists hydration while added amino acids support muscle health.

The SSP is £15.99 for 20kg.

New SPILLERS Stamina+ Cubes are a low starch, superfibre blend for a controlled performance. They are low in starch and sugar for reduced excitability, contain highly digestible fibre and oil to fuel endurance and have added pre and probiotics for digestive support.

The SSP is £14.99 for 20kg.

All SPILLERS’ feeds are BETA NOPS approved.

32 | EQUESTRIAN TRADE NEWS APRIL 2022

HORSE A BIT SHARP?

TopSpec Performance Cubes provide energy for work but are non-heating.

This makes them ideal for horses that need to focus on their jobs or are a bit sharp.

Performance Cubes are designed to be added to a TopSpec feed balancer or supplement and therefore contain no added vitamins or trace-elements. Known as a ‘blend,’ they’re a combination of straight raw materials rather than a complete feed.

One of the ways in which they are superior to most straights, however, is that TopSpec Performance Cubes are supplemented with the major minerals calcium, sodium and magnesium.

So, for example, feeding Performance Cubes instead of cooked barley/sugar beet/oats/alfalfa to working horses reduces or eliminates the need to add salt.

Formulated without cereal grains, so they are not just ‘oatfree’ or ‘barley-free’ but completely cereal-grain-free. Yet these cubes have a good energy level of 12.5MJ/kg, equivalent to most cereal-containing compound feeds designed to support hard work.

The formula is low in starch and sugar, and high in good quality protein and fibre. The RRP is £14.85 for 20kg.

FOR SLOW RELEASE ENERGY EQUIGLO Quick Soak 10 Minute Beet offers an excellent supply of nonheating, slow-release energy for all working horses and ponies.

Made from British-grown, non-GM, micronised pure beet flakes, it’s low in starch and sugar, and does not cause fizziness or excessive exuberance, even when fed at maximum levels.

A high-quality fibre feed, EQUIGLO Quick Soak 10 Minute Beet assists rehydration due to the water absorbed during soaking, is easy to digest and supports gut health naturally. It can be used as a direct replacement for cereal-based feeds and as a partial forage replacer.

This premium-quality feed at a great value-for-money price is created by Henry Bell & Co (Grantham) Ltd, a trusted name in the feed sector since 1825.

It’s approved by the BETA NOPS scheme and carries a BETA assurance mark for feeds suitable for equines prone to gastric ulcers. The RRP is £9.95 for 18kg.

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NOT IN THE MIX Saracen Horse Feeds Re-Leve-Mix contains no oats, no wheat, no barley - and now no alfalfa.

The cereal free, low starch mix uses fibre and oil sources to optimise power generation and recovery.

Suitable for horses prone to Equine Gastric Ulcer Syndrome (EGUS), it includes a live yeast and BMC, a natural mineral source to support gastrointestinal health.

The mix includes natural vitamin E to maintain normal muscle function and support immune health. It’s blackcurrant flavour tempts even the fussiest of feeders.

The RRP is £17.50 for 20kg.

SUPPORTING HEALTHY MUSCLE FUNCTION

As a low starch performance feed, Baileys Ease & Excel is ideal for those horses with moderate to high calorie requirements and whose starch intake needs minimising.

Containing no whole cereal grains, its slow-release calories are supplied by high levels of digestible fibres and oil and will not exacerbate the excitable temperament.

Quality protein sources support the repair and rebuild of muscle tissue and help promote top line, while a boosted antioxidant package helps neutralise harmful free radicals and support healthy muscle function.

Performance levels of vitamins and minerals, including calcium and magnesium, which are involved in neuro transmission, also support well-being and recovery.

Ease & Excel is nutrient and energy-dense so feed volumes and meal sizes are manageable. Ease & Excel Cubes offer many of the same nutritional benefits and are particularly palatable for the fussiest feeders.

For good-doers and those who maintain condition on forage/ pasture alone, low starch Baileys Performance Balancer supplies essential protein, vitamins and minerals, without unwanted calories.

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FEED FEATURE | ETN

WE’VE GOT THE POWER Elite Sport Muesli is the lowest starch muesli in Dodson & Horrell’s performance range at 12.5%.

The oat-grain free feed has added full hindgut support including FOS and MOS (prebiotics) and ActiSaf yeast (a probiotic). Fibre Plus Complex helps support a healthy hindgut environment, fibre fermentation and nutrient uptake.

The QLC antioxidant package alongside the provision of key amino acids supports muscle maintenance and repair.

This palatable feed has a high oil content, making it an ideal source of slow-release energy. Chelated minerals are included for improved absorption with an elevated vitamin E content of 700 mg/kg.

The RRP is £18.30 for 20kg Dodson & Horrell Staypower Cubes and Muesli are an oat-grain free, lower starch performance feed providing controlled energy release for horses in need of staying power and an even temperament.

This fully balanced feed includes chelated minerals, while Actisaf protected live yeast helps support a healthy hindgut environment, fibre fermentation and nutrient uptake.

Key amino acids provide support for muscle development and repair; electrolytes help to replace losses that occur during regular training.

Staypower Cubes have an RRP of £14.70 for 20kg; Staypower Muesli is £16.80 for 20kg.

BOUNCING BACK Re-Covery Mash from Saracen supports optimum rehydration and recovery post training, travelling and competing.

The high fibre, banana flavoured mash is convenient to feed to help support water intake in the fussiest of eaters and drinkers.

The mix includes electrolytes to maintain thirst response, live yeast to support gut flora and stabilise the pH of the gut, as well as vitamin E to support normal muscle function and recovery.

The RRP is £19.50 for 20kg.

EQUESTRIAN TRADE NEWS APRIL 2022 | 33

ETN | CPD FEATURE ABOUT ETN’S RAMA/SQP FEATURES ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/ SQPs specialising in equine and companion animal medicine.

AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk

FLIES - AND WHY WE NEED TO CONTROL THEM

By Dr Jim Rawlingson, Nettex Equine (BVMS, MBA, MRCVS).

Stable flies carry the eye worm, Thelazia, whose larvae can cause lesions in the conjunctiva of the eye.

F

ly control is an issue all horse owners must tackle. At best, flies are an annoyance, at worst, they cause serious distress to horses and can transmit bacteria, viruses and parasites.

Flies vary in size, habitat and feeding patterns, all of which pose individual challenges to control.

Flies are divided into two categories: biting and non-biting flies.

Biting flies feed on animal blood. The bites can be painful, illicit allergic reactions, and spread disease. This group includes horse flies, midges, mosquitoes, black flies, and stable flies, among others.

Non-biting flies do not feed on blood; they instead feed on bodily secretions such as mucus. Both biting and non-biting flies 34 | EQUESTRIAN TRADE NEWS APRIL 2022

can transmit diseases to horses and other domestic animals.

It is also worth mentioning that as well as biting, flies can cause damage to hosts by laying larvae in the skin. This can cause a condition known as myiasis (flystrike), which can be devastating if not caught and treated early. Although more common in rabbits and sheep, horses can also suffer from myiasis.

While the most significant threat flies tend to pose to horses in the UK is annoyance, fly control is still vitally important to maintain animal welfare and performance. So far in the UK, there is little threat from disease spread from flies compared to other countries.

That being said, Equine Infectious Anaemia (EIA) is seen worldwide and is endemic in Europe.

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CPD FEATURE | ETN EQUINE INFECTIOUS ANAEMIA

Striped, spotted and white coats (or rugs) reflect depolarised light, so are less attractive to horseflies.

Equine Infectious Anaemia (EIA) is a viral disease of equids that causes intermittent fever, anaemia, emaciation, and in some cases, death. Signs may vary depending on the stage of the disease, but early signs include bleeding, swelling and jaundice.

EIA is a notifiable disease and has strict control measures in place to reduce spread. Infected animals must be humanely euthanised, and horses that have been exposed must be quarantined for at least 60 days while regular testing is undertaken. Infected horses, even those with mild signs, become carriers of the disease and are considered to be potentially infectious for life.

The spread of EIA can be transmitted by contaminated blood products or from mother to foal in utero.

However, the most common transmission route is through insects, particularly horse flies (Tabanids) and some Stomoxys species (the Stable Fly is in the stomoxys family).

Luckily, at present in the UK, horseflies do not transmit EIA. Yet, with rising climates, it is imperative to be alert and aware of ways to combat these flying vectors.

THE HORSE FLY

Horseflies are persistent, aggressive, and hard to control. Although referred to as a horsefly, these flies from the Tabanidae family are attracted to multiple mammal species, as they require proteins in mammalian blood to reproduce.

They are attracted to warmth, smell, bright light and the exhaled carbon dioxide in a horse’s breath. They also prefer horses with darker coats because they are polarotactic - attracted to polarised light reflected by dark skin.

Striped, spotted, and white coats (or rugs) reflect depolarised light, making it less attractive to the horseflies, and it is for this reason many fly rugs have been designed with stripes and spots on them.

They are also strongly attracted to odour – sweat and urine will increase the chances of attracting horseflies, so it is important to wash horses, and clean stables, regularly.

Horseflies have particularly painful bites due to having six stylets in their mouthparts which slice into the skin, and their saliva contains compounds that promote bleeding and prevent clotting. As their bites are so painful, they often become dislodged mid feed, due to horses swishing and kicking at them, resulting in persistent bites on the same animal.

MIDGES

With regards to flies causing horses annoyance, perhaps the most irritating of them all is the midge (Cullicoide). These tiny flies swarm and bite horses, particularly in the mane, tail and belly region. This is an uncomfortable sensation but can also cause more damaging effects in horses who are allergic to their bites.

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Some horses develop a hypersensitivity to the saliva of midges – the allergens in the midge’s saliva bind with Ig-E, causing an allergic reaction. This hypersensitivity is known as Ig-E mediated allergic dermatitis.

In layman’s terms, this condition is referred to as ‘sweet itch’.

Characterised by horses intensely rubbing the affected areas (mane and tail) on solid structures such as fencing. Sweet itch can range in severity - some horses suffer broken hair or patchy hair loss, whereas others continue to itch until the skin is broken and raw, leaving oozing lesions. Culicoides are also responsible for transmitting the parasite that causes onchocerciasis in horses - a condition that causes itching and skin irritation.

If possible, horses should be stabled when midges are most active. Most active at dawn and dusk, midges favour wet, marshy areas. As they are poor fliers, using a fan outside the stable helps prevent them from entering. A well-fitted fly rug is also essential for horses who suffer from sweet itch.

THE STABLE FLY

As the name suggests, the Stable Fly is often found around stables and livestock. Its Latin name, Stamoxys calcitrans, means ‘sharp mouth’, also describing its biting tendencies. Unlike many other blood-feeding flies, both sexes feed on hosts, which tends to be in the early morning or late afternoon.

Stable flies tend to bite horses on the legs, stomach and teat area. As well as being a nuisance – notice horses stamping legs and biting at their bellies – they also transmit disease. They are the intermediate host for the stomach worm, Habronema muscase.

Currently with our temperate climate, the incidence of these nematodes is rare, but with increasing temperatures, they may become more common. Stable flies also carry the eye worm, Thelazia, whose larvae can cause lesions in the conjunctiva of the eye.

CONTINUED OVER THE PAGE

EQUESTRIAN TRADE NEWS APRIL 2022 | 35

ETN | CPD FEATURE THE BLACK FLY

Flies can also spread viruses from one location to another on the same horse. Culpable for this is the Black Fly. Small and annoying, these flies target the horse’s face - particularly the ears.

It is thought that Black Flies are involved in the development of aural plaques and potentially have a role to play in spreading sarcoids on a horse’s body.

FLY PREVENTION

It is difficult to shield horses thoroughly with many different species of flies, all with their own preferences for environment and feeding times. However, the following precautions should be observed to help reduce the burden of flies:

RAMA CPD QUIZ

RAMA Questio CPD ns A 2022 E pril TN

SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION 1. Which flies can transmit disease?

Non-Biting Flies a. b.

Biting Flies c.

Non-Biting and Biting Flies d.

No flies 2. Why are striped fly rugs effective? a.

They confuse flies b.

They reflect depolarised light c.

They increase polarotaxis d.

They camouflage the horse 3. Which ingredient is highly effective in fly sprays? a.

Citronella b.

Peppermint c.

Amoxycillin d.

Permethrin e.

D.E.E.T. 4. Onchocerciasis can be spread by which vector? a.

Horse Fly b.

Black Fly c.

Midge d.

Stable Fly

Flies are attracted to odour; clean stables and regular poo-picking help to control them.

• Clean environment. Regularly removing soiled bedding removes the appealing odour of urine and clearing faeces reduces the breeding site for many flies. Good stable and yard hygiene should include stables being mucked out daily and paddocks poo-picked each day. It is important to keep the manure pile some distance from the stable yard to reduce contact of flies and horses.

• Physical barriers. The use of fly rugs and fly masks create a physical barrier to prevent flies from biting. It is imperative that these items fit correctly to avoid gaps that flies can enter from or sores and rubbing from incorrect fit. Striped, spotted, or white rugs deter horseflies.

• Chemical deterrents. There is a multitude of fly sprays available.

Products containing highly effective active ingredient D.E.E.T. will be advantageous.

• Avoid certain times of day where possible. Midges are active at dawn and dusk, so stabling horses at these times will reduce contact time. Similarly, horseflies prefer bright sunlight – providing shade will give horses somewhere to go to avoid them.

• Avoid damp areas. Midges and many flies swarm over water, be that water troughs, rivers or damp woodlands. Horses should be kept away from these areas as much as possible.

• Midges struggle to fly in winds above 7mph so turning horses out on high ground with good airflow or increasing airflow in the stable helps to reduce midge activity.

References 1. MSD Vet Manual 2. Equine Infectious Anaemia control strategy for Great Britain 36 | EQUESTRIAN TRADE NEWS APRIL 2022

5. Equine Infectious Anaemia can be spread by which vector? a.

Horse Fly b.

Black Fly c.

Midge d.

Stable Fly 6. Habronema muscase can be spread by which vector? a.

Horse Fly b.

Black Fly c.

Midge d.

Stable Fly 7. What are the most common breeding sites for flies? a.

Open water and muck heaps b.

Open water and stables c.

High ground and muck heaps d.

Woodlands and grass 8. Sweet Itch is most common at which anatomical areas? a.

Lower legs b.

Head and face c.

Mane and tail d.

Belly and back 9. Which of the following should be done to avoid flies? a.

Wash sweat off a horse b.

Clean urine from stables, and wash off stable stains on horses c.

Regularly pick up manure from stables and fields d.

All of the above 10. Myiasis is caused by…? a.

Unvaccinated horses b.

Larvae (maggots) being laid in the skin c.

Cold weather d.

Systemic disease

SUBMIT YOUR ANSWERS ONLINE AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION.

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ETN | GROOMING AND FLY CONTROL

Top to tail grooming Finding the right product for the job makes the equine wash ‘n’ brush up so much more rewarding for owner and retailer alike. NAF is on hand to help…

T

he word ‘groom’ dates back to the 15th century, ‘guma’ referring in Old English to ‘man’ - which is where the link between grooming a horse and being a groom getting married comes into play.

A groom can also be defined as ‘preparing someone for a particular purpose or activity’ which is exactly what we’re trying to achieve.

While horse owners groom primarily for turnout and to clean, there are also considerable health benefits. While brushing a horse, we can check for lumps and bumps and get to know what’s ‘normal’ for them, making anything unusual easier to identify.

Grooming promotes comfort; while plaiting can put the horse into a relaxed state – most of us enjoy going to the hairdressers for that reason alone.

Providing relief from insect menace, by disabling flies’ capabilities to land and bite, also makes horses more comfortable. While a no-rinse wash after riding replenishes and refreshes the skin.

Check out some grooming tips with real life customer questions:

THE STAIN REMOVER

THE DETANGLER

Customer question: “My horse gets stained no matter how much I bed him down.

It’s especially frustrating if we’re leaving early for a competition. Is there anything to remove stains while avoiding endless scrubbing and getting him soaking wet?”

Product solution: MUCK OFF The name says it all, a quick and easy, powerful stain remover. With ingredients that lift dirt and grease effortlessly from all coats, this product provides a friendly approach to the many different skin types.

Immediately ready to use thanks to the mousse head, apply to a sponge and straight onto the stain to wipe away.

Customer question: “My Fell pony has the thickest mane. Is there an easy way to keep it conditioned so I don’t have to brush it daily, and to make it more manageable?”

Product solution: SILKY MANE & TAIL D-TANGLER Best in Test award-winning Silky gives manes and tails a shiny, tangle-free finish that can be brushed through with ease. Thanks to its formulation, Silky does not leave a greasy residue, so won’t attract dust.

Retail tip: Ideally displayed with shampoos and grooming sprays, it suits a ‘ring ready’ display. A must have for every tack box, all searches for ‘quick and easy stain remover’ should result in Muck Off. ‘Before and afters’ are a great way to show how it’s worked for your customers to help influence others.

38 | EQUESTRIAN TRADE NEWS APRIL 2022

Retail tip: Silky can be displayed alongside shampoos and at eye level to make sure no one misses out. Shelf wobblers can help; ask your NAF area sales manager for a fresh supply.

WWW.EQUESTRIANTRADENEWS.COM

GROOMING AND FLY CONTROL | ETN THE PLAITING SPRAY

THE FLY REPELLENT

Customer question: “My plaits never look smooth and neat, they have a ‘frizz’ which gets worse when I use water on the mane. Is there anything you can offer to help?”

Product solution: PLAIT IT UP Keep the wisps and strays at bay and achieve a workable grip, making it quick and easy to plait - leaving plaits long lasting and looking professional. Comb the mane, section into the desired width for plaits, apply the mousse and comb down. Then plait!

Customer question: “I’m aware that fly sprays must be registered to be deemed safe for use. Every year we try a different one. We’re struggling with landing flies that then bite and really irritate my horse who is then upset. What would you suggest?”

Product solution: NAF OFF DEET POWER PERFORMANCE Deet is a well-known active ingredient, for good reason. In 1946, it was formulated for use by US soldiers serving in the jungle and being plagued by flying insects – and it worked. Recent research indicates that odours coming from our skin can attract flying menaces; Deet tends to confuse the receptors which can deter them from landing and biting.

Deet is included in equine products that are registered at safe levels that have been determined not to provoke a reaction.

However, 48-hour patch tests should be used on all equines.

Retail tip: Could be displayed with plaiting bands and cotton. Super videos are available to support this product on NAF’s social pages – Lucy Scudamore, Carl Hester’s groom, has 3,000 shares providing a tutorial for this popular product. Great to promote on your pages, or pop onto an in-store reel.

Retail tip: Positioned as the king of fly repellents, HSE registration is required for approved repellents. NAF Off Deet Power Performance includes additional support from naturally derived approved oils with proven insect repelling qualities, supporting this product’s power and efficacy.

THE SHAMPOO

THE NO RINSE WASH Customer question: “I’m looking to wash off my sensitive horse after riding. He’s prone to mild irritations, so I don’t want anything that may be harsh on his skin.”

Product solution: Love the SKIN he’s in SKIN WASH Formulated to help support challenged skin, it offers all round support to promote skin health. It can be used as a cold wash for a refreshing cleanse to lift sweat and grease, or as a hot towel wash post clipping or for that deep clean. Can be applied diluted or directly to the skin in concentrated form. For use all year round to address sensitive areas requiring attention or to help prevent against a loss of skin integrity.

Retail tip: Display with washes or first aid solutions. Lots of case studies on the NAF website and across social pages demonstrate the incredible reach this product has across all skin types and the care it can provide in a short time.

WWW.EQUESTRIANTRADENEWS.COM

Customer question: “I’ve been using Fairy Liquid and human shampoos to bath our horses. Not only do we use quite a bit, but it’s resulted in dry skin and a scurfy reaction. Should I be using an equine specific shampoo?”

Product solution: SHOW OFF A healthy horse’s skin should have a high alkaline pH (largely due to sweat/dirt etc), so you should balance their pH with your shampoo. Fortunately, Show Off provides a well-balanced pH designed for equine hair. However, as human pH is usually a lower alkaline, human shampoos can leave hair shafts dry and prone to breakage as well as stripping the natural oils. Show Off supports a clean, healthy hair shaft while leaving the coat feeling refreshed, supporting the renewal of new hair follicles and providing a deep clean to bring out the colour in all coat types.

Retail tip: Most shampoos are sold on fragrance; people love to smell the product. Perhaps keep one on the counter to use as an upsell; everyone needs a great shampoo in their life!

For more tips on grooming, or to enhance your product display, please contact NAF or speak to your area sales manager. NAF’s Free Helpline is on hand to answer your questions too. Contact us via 0800 373 106 or info@naf-uk.com.

EQUESTRIAN TRADE NEWS APRIL 2022 | 39

ETN | GROOMING AND FLY CONTROL

For a fly free season….

Check out ETN’s guide to the best products to combat the stress and irritation of insects around horses.

Fly rugs with RRPs under £55

Snowhill Trade Saddlery’s range of Rhinegold fly rugs is fully stocked.

Prices are held from 2021, with all of them retailing at under £55.

The Rhinegold Sahara Full Neck Fly

Rug is available in white, zebra print and star print.

And the Rhinegold Zambia Full Neck Outdoor/Fly Rug with Waterproof Topline comes in zebra print and silver/grey.

Rhinegold is available exclusively at Snowhill Ltd.

FLY PROBLEM LICKED

The pungent odour of the herb garlic (Allium sativum) has been used by humans for centuries.

Horslyx Garlic Balancer contains pure garlic oil to help provide a natural, effective and long-lasting way to help combat the problem of biting insects in horses.

Linseed oil and antioxidants are added to help support the immune system and skin condition alongside the balancer package to address nutrient deficiencies in forage and grazing.

The free access lick provides a supply of garlic round the clock to help reduce the irritation from flies and other biting insects.

ALL-DAY PROTECTION

NAF Off Deet Power Performance offers all day protection against flies and insect menace.

Available as spray or gel, RRPs are from £18.90 for a 750ml spray and £17.85 for the 750ml gel.

• For more information about Deet and how it works, plus tips on making the most of grooming and fly products, see Top to tail grooming in this issue of ETN.

For warm, showery days The Elico Ingleton combo Rain/Fly Rug from Jenkinsons Equestrian is ideal for keeping horses cool and fly-free on warm, showery days.

It has a waterproof 600 denier section along the back and neck, combined with a strong mesh 300gsm fabric on the bottom part.

It also offers UV protection.

There’s an anti-rub nylon lining, two breast straps, low cross surcingles, leg straps, a large tail flap, fillet loops and double Alpak velcro closures on the neck.

In navy/white, the RRP is £62.95.

40 | EQUESTRIAN TRADE NEWS APRIL 2022

Such a relief…

Equilibrium Products has a range of fly masks to suit all horses.

The Field Relief Max Fly Mask, offering full face UV protection, was voted Best in Test by Horse&Rider readers. While the Midi Fly Mask range has optional ear coverings and a variety of nose pieces – all with more than 70% UV protection.

The Field Relief Fly Rug (pictured), also awarded Best in Test from Horse&Rider, brings something different to the market.

Equilibrium has made it in bold yellow based on a study from the University of Florida that suggests this colour is most effective for repelling flies and midges.

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GROOMING AND FLY CONTROL | ETN

FLY PROBLEMS? SORTED!

When it comes to summer horse care, Absorbine has your customers covered.

UltraShield Insecticide and Repellent shields the horse’s environment from irritating insects. Ideal for use in and around paddocks, stables, field shelters and horse boxes, it provides long-lasting, allround protection.

UltraShield Fly Masks keep horses cool and comfortable.

Featuring structured eye darts and mesh

blocking 80% of UV rays, they stay put with wide Velcro, twoway stretch fabric around the head and extended fabric behind the ears.

UltraShield Green is a natural body spray with a fresh, herbal aroma to comfort and soothe horses.

Comprising seven aromatic oils, its formula is effective and non-irritating.

For good grooming As horse change into sleek summer coats, it’s time to take stock of grooming products.

Polished to perfection

ShowSheen Hair Polish & Detangler from Absorbine is the only detangler clinically proven to smooth the hair shaft and reduce breakage, says the supplier.

In laboratory research conducted in April 2018, three tests were performed by an independent team.

Hair treated with ShowSheen showed 40% less breakage when repeatedly combed compared with untreated hair. Additionally, the grooming aid made detangling easier, smoothed the

hair and helped it resist damage due to brushing.

ShowSheen also makes coats smooth and sleek while helping to accentuate body tone and definition. The formula contains pro-vitamins to condition the skin and coat, plus silk proteins to strengthen the hair while giving it a healthy shine.

It’s perfect for untangling thick or knotty hair, as well as easily removing burrs - just spray on, allow to absorb and comb out. Applying it over the horse’s coat also repels dust and dirt to make grooming easier.

KEEPS THEM CLEAN

The traditional cotton sheet from British manufacturer Thermatex is a great choice for use on show days or stable days.

Made from a blend of cotton and polyester, this durable rug is smart and practical - perfect for keeping the horse clean or for use on cool summer days.

Generously cut, it features quick release buckles at the front and a belly strap. The rug is reinforced with Thermatex fabric over the wither.

Available in a choice of eight colours with 24 binding colour options, the RRP is from £62.95.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS APRIL 2022 | 41

ETN | ETN REPORTING

TURNING BACK THE PAGES…

For four decades, ETN has reported on the equestrian trade. So, let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.

In April 2017, ETN reported:

l Fairfax Saddles’ new Walsall factory was officially opened by Rio Olympics dressage team silver medallist Spencer Wilton. The modernised factory had stateof-the-art cutting and finishing equipment from America and Italy. l A closing down sale was FIVE underway at online retailer YEARS Dressage Deluxe. The business AGO... had been founded nine years earlier by Alison Nye-Warden to specialise in upmarket brands for dressage enthusiasts. l ETN’s People page reported that Amy Rogers had joined Spillers as regional sales manager for the south-west; while Sian Nash, formerly with Weatherbeeta and the British Equestrian Federation, had been taken on by marketing agency Creative Equine. l There was a flurry of interest in Thelwell branded products to mark the 60th anniversary of the cartoonist’s first best-selling book, Angels on Horseback. “Thelwell had the ability to laugh entirely ‘with’ and never ‘at’,” wrote Charles Sainsbury-Plaice in a tribute.

In April 2002, ETN reported:

l Albion Saddlemakers reported a “fantastic response” to its new KB Bridle, designed by German Olympic team trainer Klaus Balkenhol.

The innovative bridle was said to relive the pressure associated with conventional bridles, most notably over the horse’s poll and behind the ears. l A series of Jubilee Rides was held around the country to mark the 20 Queen’s 50 year reign YEARS and highlight the need for AGO... better off-road access for riders and carriage drivers. l Essex County Showground’s redevelopment as a racecourse was cleared by planning officials. Great Leighs was to be the first new racecourse to be built since 1927. Showground owner John Holmes said he hoped to begin hosting race meetings there by 2003. l Bucas launched a “revolutionary” range of cooler rugs; Shico introduced Chill Master paddock boots to keep feet warm and protected with toe caps; and Wintec unveiled the CAIR saddle panel system.

42 | EQUESTRIAN TRADE NEWS APRIL 2022

In April 2012, ETN reported:

l Riding helmet manufacturer Charles Owen & Co (Bow) acquired body protector supplier Airowear. Airowear was to continue to operate independently from its Northumberland base and TEN retain its existing team of sales YEARS representatives.

AGO... l Dream Team Products, UK distributor of Torsion and FreeForm treeless saddles, was on the market. Founder Birgit Michaux, a former city investment broker, was selling up to move to New Zealand. l Multi-channel retailer Countrysmiths Limited was aiming to raise £125,000 working capital in exchange for 15% equity via a crowdfunding initiative. Wayne Munday, managing director of the business which was a finalist at the 2012 BETA Business Awards, said the move was an alternative to “dealing with the current banking system.” l After 22 years working for E Jeffries, sales director Dave Darley left the Walsall saddle-maker for a new job with distributor Tallahesse in Brisbane, Australia.

In April 1992, ETN reported:

l A fire left Masta’s Huddersfield factory razed to the ground. £1 million worth of damage was caused with the company’s entire stock of rugs and plant being 30 destroyed. Managing director Ray Janion YEARS told ETN he was not out of business - and AGO... had arranged to continue to supply Masta horse clothing from temporary premises. l The trend towards thicker stirrup leathers and recessed stirrup bars was increasing the risk of riders being dragged after a fall, according to a working party formed by the British Horse Society (BHS) and the Saddlers’ Company.

The group commented that the need for closer contact with the horse – particularly in dressage – had encouraged stirrup bars to be inset and flocking redistributed. However, it recommended that these styles of saddle should not be used for “trickier” types of riding, such as cross country. l Hunting came out top of the equestrian disciplines in a poll to find out which was the best supported. The survey was conducted by BETA to make the trade, politicians and the public aware of the importance of hunting to the equestrian industry. The Cobham report showed that 32,000 people ride to hounds, while there were 16,000 members of the British Show Jumping Association (BSJA), the Horse Trials Group of the BHS attracted 8,500 people with its Dressage equivalent not far behind at 7,450. l Christine Campbell, who worked as a receptionist at Equine Products (UK), won a Wellep saddle worth £200 in a competition run by the British Equestrian Directory.

WWW.EQUESTRIANTRADENEWS.COM

As Featured on the Podcast

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BUILT TO PERFECTION...

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ETN | SAFETY

Better safe than sorry While good horsemanship is key to safety around horses, there’s a plethora of products to help keep your customers out of trouble.

Popular brand launches riding helmets

Premier Equine has developed a range of riding helmets.

It’s the first time the brand, best known for its rugs and horse boots, has branched out into rider safety equipment.

A core collection of three low-profile, lightweight helmets is available to the trade. Each has an RRP of around £100.

The Odyssey, Centauri and Endeavour are kitemarked to PAS 015:2011 and VG1 01-040 2014-12.

The Odyssey has a glitter panel and chrome inset, the Centauri has a carbon tech panel with chrome inset, while the Endeavour boasts a matt panel with tonal gloss inset.

Premier Equine’s helmets are built on injection moulded ABS shells with ventilation ducts for breathability. They have removeable, padded, moisture-wicking and antibacterial liners for comfort.

Each helmet has a dial precision-fitting system; small, medium and large sizes are available. The four-point adjustable eco-leather and webbing harness has a quick release buckle.

“This is a new market for Premier Equine,” said a spokesman.

“We have extensively researched and tested, with advice of market experts, to develop these helmets to the top safety standards.”

Take a bow

Sprenger Bow Balance Stirrup Irons improve security in the saddle via a good leg position.

In addition, they feature System 4 technology which releases the foot should it become trapped in the stirrup in a fall.

The stirrup is flexible in four directions, therefore softens the impact on the rider’s cartilage and ligaments without creating instability.

There’s a shock-absorbing foot grip. While the way these irons hang invitingly from the leathers makes it easy to regain a ‘lost’ Bow Balance stirrup.

The RRP is £171.50. Sprenger is distributed in the UK by Zebra Products.

44 | EQUESTRIAN TRADE NEWS APRIL 2022

Be seen in all weathers

The new Equisafety Oversized Storm Dry Coat is waterproof, windproof and reflective.

The nylon, soft shell outer fabric is combined with retroreflective glass beads, causing light from car headlights and alike to ‘bounce’ off the coat.

Perfect for hacking, schooling, dog walking and yard work, there’s a warm lamb’s wool polyester fleece lining for warmth. The coat also has riding friendly leg straps, a hood and two-way zip plus side zips and plenty of pockets.

One size fits all; so this coat fits over another jacket or body protector.

The Equisafety Oversized Storm Dry Coat is available in navy, yellow and mercury (for maximum reflection) with an RRP of £159.99.

Give me the moonlight…

The Midnight Luna from Charles Owen is designed for everyday riding.

The low-profile helmet meets three safety standards including PAS015. It features a 360 degrees ventilation system under the ring and a removable, washable headband.

Midnight Luna is available in wide peak style too, making it perfect for any weather.

RRPs are from £185.

WWW.EQUESTRIANTRADENEWS.COM

SAFTEY | ETN

Ready to work

Grub’s dealer-style leather Fury Safety is the ultimate work boot for the yard, for farriers and for farmers.

Equipped with a ballistic nylon, anti-penetration midsole, composite toe and an oil/acid resistant sole, the Fury is breathable and durable.

The lining wicks away moisture, while the footbed has a million microscopic nitrogen bubbles that insulate the wearer from cold surfaces.

Thanks to a composite toe, the boot is lighter than most steel toe cap boots. This safety boot conforms to the relevant safety standards.

In mahogany or tan, and sizes 4 to 12, the RRP is £105.95.

Heat release system

Champion’s Titanium Ti22 meets the EN 13158: 2018 BETA level 3 2018 standard.

This unisex, flexible, segmented-style body protector has heavy duty YKK zips, military grade outer mesh, ultra-lightweight foam, and a cool feel titanium coloured inner lining.

There’s also a channelled airflow hole heat release system for extra comfort.

Available in black or gunmetal grey.

Motorists’ reminder

Cross country winner

The uvex Perfexxion II Cross Country Riding Hat has no peak, making it suitable for this demanding discipline.

Offering maximum ventilation, it has washable inner pads made from memory foam, plus uvex’s popular 3D-IAS size adjustment dial system.

In black with a matt finish, this lightweight helmet conforms to the VG1 01.040 2014-12 standard. uvex is distributed by Zebra Products.

More than 70 size variations…

The Racesafe ProVent 3.0 body protector is lightweight, breathable and conforms to BETA 2018 (Level 3).

Racesafe says it can offer a perfect fit to every rider of any age, size or shape because this model comes in more than 70 size variations; chest sizes, body and back lengths are all covered.

Elasticated adjustment and independently hinged sections additionally enhance fit and comfort.

WWW.EQUESTRIANTRADENEWS.COM

In recent changes to the Highway Code, motorists are required to pass horses at under 10 mph and more than 2 metres.

Now Horse&Rider magazine has partnered with SEIB Insurance to provide the magazine’s UK readers with free car stickers to promote the new rule.

“We’ve seen such a rise in road incidents involving horses and we hope this rule change will help to reverse that – but it’s still important to get the word out and make sure every road user is aware of how vital it is for equestrians that this new code is adhered to,” said Horse&Rider editor Rebecca Philpot.

“We’re encouraging all our readers to help share this message with this free car sticker.”

A breath of French air

Shaws Equestrian has been appointed distributor of the Seaver Safefit AirBag in the UK and Ireland.

The lightweight vest - from a young French company - is said to be “particularly sympathetic” to female riders. It comes in five sizes.

Every purchase comes with a year’s free subscription to the Seaver App, through which two emergency contacts can be registered.

Should a rider fall off, their mobile phone will alert these contacts with their GPS location.

The Safefit AirBag has an RRP of £449.95.

EQUESTRIAN TRADE NEWS APRIL 2022 | 45

ETN | SAFETY

A question of safety

Photos: Jon Stroud

Equestrian safety is a fast-moving topic… Claire Williams, BETA’s executive director, brings us up-to-speed on the latest developments.

In revisions to the Highway Code, horses are now classed as vulnerable road users. Retailers should continue to promote appropriately marked and standardised hi-viz garments.

ETN asks: What’s been the response to BETA’s new equestrian accident reporting form? When can we expect to see the results – and how will manufacturers and retailers benefit from the statistics you’ve collected?

Claire Williams of BETA says: We’ve been delighted at the response so far. Manufacturers have expressed an interest to include a link to the form on their own equipment, while retailers have the opportunity to either use the QR code in store or have their own cards to use. The response from the riding community has also been positive with nearly 100 responses received to date.

We are also working alongside the British Horse Society (BHS) to call on every equestrian to help improve safety across the sector by reporting all of their equine-related incidents and accidents.

Collecting and recording information about events that negatively affect safety is a core part of both organisations’ drive to help create a safer environment for equestrians.

Increasing the number of incidents that are logged is a key priority for both the BHS and BETA, as more effective action can be taken with bigger and better data.

The BHS collects information about incidents concerning road/ off-road vehicles (too fast or too close), slippery road surfaces, low-flying aircraft and drone incidents, fireworks and dog attacks.

46 | EQUESTRIAN TRADE NEWS APRIL 2022

BETA collects information relating to anyone experiencing an accident and injury around horses, in order to create a better understanding of what happens to hats and body protectors during an accident. This data will not only inform the future design of safety equipment, but will also feed into the safety standards that determine how these garments perform for riders, making equestrian sport safer for all.

A rider who has unfortunately been involved in an incident with a car while out hacking that has also resulted in their injury would, for example, report the details to both the BHS and BETA.

What’s the latest on the development of an equestrian air vest standard?

The work is still ongoing under the European Technical Committee 162 Working group 11.

The airvest standard is being incorporated into the EN13158 which is the body protector standard. The BP standard as it exists now will be part I with the airvest standard becoming part II and the hybrid (foam and air combined) being part III. In time, a separate standard for back protectors will also be produced with a separate standard number.

BETA will continue to quality mark and check body protectors and will then add air and hybrids to its BETA standard as well.

WWW.EQUESTRIANTRADENEWS.COM

SAFETY | ETN In revisions to the Highway Code published earlier this year, horses are now classed alongside pedestrians and cyclists as vulnerable road users.

In addition, the advisory speed for vehicles passing ridden or driven horses has been reduced from 15mph to 10mph; and drivers must allow at least 2 metres (6.5 feet) of space. However, there will always be irresponsible road users out there – so how can manufacturers and retailers best help riders protect themselves?

One of the best ways is to promote appropriately marked and standardised hi-viz garments. Don’t forget that hi-viz garments for riders should meet either the EN1150 for leisure riders or, if being provided to employees for work related tasks, then the garments should meet EN ISO 20471 for professional use.

Garments bearing a standard have the correct ratio of reflective tape to fluorescent material; and the materials used have also been tested to ensure they are durable and will not fade or lose reflectivity after washing.

Check with your supplier that any claims made for ‘safety’ stirrups can be supported.

We hear some of the sporting disciplines are no longer accepting some of the older riding hat and body protector standards. Can you tell me more – and confirm it’s still OK for retailers to sell these items to non-competing riders?

The BETA 2009 standard will cease being a valid standard for body protectors used by British Eventing, British Riding Clubs, the BHS and the Pony Club from the end of 2024. These organisations will from that date only accept the later BETA 2018 label on garments.

In terms of hats, the same bodies will be removing the PAS015 1998 standard as well as the Snell 2001 standards from their rules from the end of this year. British Showjumping implemented this change from the start of 2022.

Retailers can, of course, still sell older model hats and body protectors to leisure riders but should ensure they ask customers whether the equipment is destined for competition or participation in riding schools or in BHS exams as the same ruling will apply.

According to a survey by Horse&Rider magazine, 55% of riders use safety stirrups. Is it likely that a standard will be developed to cover this important item of tack? Surely, some stirrups are ‘safer’ than others?

There are plans emerging for some checks to be made regarding the ‘safety’ of stirrups. The FEI is working on some conditions for these and BETA is keen to see a standard developed.

The issue is sometimes that claims are made for the stirrup as a piece of safety equipment without the necessary work being done to prove such claims. Before retailers make claims of safety for a stirrup, they should check with the supplier that the manufacturer supports such claims.

What’s BETA’s programme for riding hat and body protector fitting training courses for the remainder of 2022?

One of the after-effects of the pandemic for BETA has been to make our courses much more available. Whilst we run safety equipment fitting courses at scheduled times during the year on Zoom, we can also offer these ‘on demand’ thanks to the virtual platform we now use.

The course is divided into a theory day, followed by a one-onone virtual fitting assessment that can be scheduled to suit retail staff.

From sparkle to customised colours, it’s great to see so much fashion across the riding hat market. Many riders now want an everyday helmet, plus another ‘for best’, creating more sales opportunities. Do you welcome the influx of fashion – and could the idea be extended to other product categories such as body protectors?

Riding hats have indeed been transformed in appearance. Making them into fashion accessories does increase the likelihood of them being worn - which is a big plus - but sometimes there is confusion around the cost.

Many riders seem to think that the more they pay, the safer the hat; which is patently not the case. Whether a hat costs £100 or £500, if it meets the same standard then the protection offered is the same - providing of course they both fit correctly.

The challenge in the body protector sector is the smaller volumes sold. Also, the way they are worn, often with cross country colours on top. We have actually seen a reduction in colours over the years rather than an increase.

Is BETA running a Safety Week this year?

BETA plans to continue its Summer of Safety campaign, to spread the message of safety over more than just a single week.

Unlike last year, when the campaign focused on specific equipment or themes in fortnightly chunks, for 2022 we will be getting the message out about safety across all themes over the length of the campaign which will run over the summer, with dates to be confirmed. Unlike last year, we also hope retailers will get more involved in store.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS APRIL 2022 | 47

ETN | CLOTHING AND FOOTWEAR

Best dressed from head to toe What to stock for the upcoming seasons SUSTAINABLE HEADBANDS

DVR Equestrian has collaborated with a Sussex based crochet designer to create headbands with a difference.

The cosy collection is made with yarn from end-of-life knitwear purchased from charity shops.

The yarn is unravelled and cleaned, before being crocheted into headbands - a method which gives them natural stretch to fit most sized heads.

Even the woven labels sewn onto the headbands are made in England and sewn in Sussex - so the product’s overall carbon footprint is minimal.

Headband colourways are limited and subject to availability depending on the knitwear sourced. But DVR aims to keep black, cream and navy in stock. The RRP is £23.99

GET THE LOOK

The beautiful, flattering hue of lavender features in spring/summer riding staples from Equetech.

The Equetech Active Extreme Short Sleeve Layer (RRP £41.95) has raglan sleeves and mesh inserts that wrap around the body for comfort and breathability.

Your customers can team it with the Equetech Thermic Gilet (RRP £72.95). With its quilted panels, this timeless piece is so lightweight, it’s perfect for spring days.

Features include two zipped outer pockets with rose gold zip pulls, thermal pocket linings, high neck style, curved back hem, faux down filling and Equetech badge to the left sleeve.

To complete the outfit, Equetech Signature Riding Tights (RRP £59.95) have a technical four-way stretch construction with compression and - new for this season - Equetech contrast signature 3D sporty logo tape down the outer legs.

There’s also a horse-bit pattern matt silicone grip seat, vented side panels to the lower legs, ergonomic flat-lock seams and a wide comfort pull-on waistband. Two thigh pockets are large enough for a smartphone.

Perfect for training and leisure activities, matching hat silks (RRP £16.95) are available too.

48 | EQUESTRIAN TRADE NEWS APRIL 2022

OUTSTANDING WEARABILITY

Worn every day by many toplevel riders, EGO7 boots are comfortable, stylish and durable.

With an RRP of £315, they are outstandingly wearable for training and competitions. And their fit and finish suggest a much more expensive offering.

These full-grain leather, tall riding boots have an innovative E-tex panel, a contemporary, slim-fitted ankle and two-layer elastic panel for a stretch fit plus a YKK zip.

Other features include padded heel guards, sleek adjustable spur rests and stitched toe caps. The leather foot-bed benefits from a double anti-shock insole, and the boots are breathable and antibacterial.

EGO7 boots are distributed by Zebra Products.

WWW.EQUESTRIANTRADENEWS.COM

CLOTHING AND FOOTWEAR | ETN

PROMPTING GOOD POSTURE

ANKY PLAYS POLO

The short-sleeved polo from the Futurastic Metallic Anky summer collection 2022 has a V-neckline with shell collar.

Because the turn-down collar has no buttons, the white and gold stripes shine through. Its sleeve ends feature the same stylish pattern; while a small rhinestone logo completes the look.

The quick-drying, breathable top is designed to keep hard-working riders cool and comfortable; its elasticated material ensures a good fit.

The Anky Polo comes in stormy weather, dark navy and summer berry colourways. It’s available from Bieman de Haas.

FOR THE GREAT OUTDOORS

The Arctic Sport ll Tall from The Original Muck Boot Company tackles nearly every environment in the coldest conditions.

Designed for women who love the outdoors, there’s a cosy fleece lining and 5mm neoprene inner boot for ultimate warmth.

A stretch-fit top-line binding holds the boots snug to the legs, keeping cold air out and warm air in. An EVA moulded midsole offers support and the rugged outsole helps grip.

WWW.EQUESTRIANTRADENEWS.COM

Changing times

RETAIL TIP

By the time you read this, in-store shoppers should feel comfortable about using changing rooms once again. So, as post-pandemic restrictions disappear, it’s time to review this important selling area of your store.

• Have a clear sign indicating the location of your changing room, so customers know it exists and where to find it.

Persuading them to try on something often does the trick.

• How does the changing room look and feel? Would you want to strip off in there? Cleanliness is essential; nice decoration is a big bonus.

• Giving an obvious sense of privacy is vital. Communal changing isn’t for everyone, especially the more mature customer.

• Provide plenty of hanging hooks and a chair or two (if room) for customers to sit on and/or place their clothes on while they change.

• A full length, clean, well-lit mirror is a must.

• Think about flooring because shoppers are taking their shoes off. Carpet feels best, but must be well maintained if it’s to be kept hygienic – and free from bits of straw and shavings!

• Consider customers who might be trying on footwear with, say, breeches. Provide a boot pull, boot jack and a foot stool.

Offer socks if they’ve come in tights; it’s a good add-on sales opportunity.

• Refresh the changing room regularly. A fancy hook to hold back the curtain, a fresh coat of paint or even some flowers can lift the mood and encourage a purchase.

• Add a second mirror. Customers like to see the back of their clothes too.

• Make up outfits of clothes you have in stock, take pictures and frame them to display in the changing room. Good suppliers will be keen to help with this.

• Try to keep the area at a comfortable temperature, not too hot and not too cold.

• Brief staff about your store’s security policy around the changing room. Set up a system for discrete monitoring of what customers take into – and what comes out - of the changing room.

• A good sales person will instinctively know how much assistance to offer each customer who’s using the changing room. Helpful suggestions are to have handy a size up and a size down from the garment they’re trying on – but to give them time, space and privacy.

• If a customer emerges from the changing room and asks what you think of their new ‘look’, always be honest. It will be appreciated in the long run – and you can always suggest an alternative garment or outfit.

EQUESTRIAN TRADE NEWS APRIL 2022 | 49

Photo: bbernard/Shutterstock.com

Ariat’s Ascent quarter zip has compression panels to simulate the benefits of athletic taping.

The carefully placed panelling applies tension to prompt good posture in the saddle while supporting muscles.

Recycled materials form at least 50% of the baselayer which comes with long or short sleeves.

ETN | CLASSIFIED

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JUNE 2022

in ETN…

• Best of British – a celebration of British companies and manufacturing • Marketing, PR and advertising – getting your message across • Finest saddles – saddle-makers and suppliers • Saddler and saddle fitters’ SMS accredited CPD feature – complete with quiz

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com

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