ETN (Equestrian Trade News) – December 2021

December 2021

Volume 45, No 10

IN THE HOT SEAT Saddles special

TRADE FAIR NEWS

New era for BETA International ETN is the official media partner of BETA International

PLUS

• THE SECRETS OF GOOD GIRTHING • PEOPLE AND PRODUCTS • ENGAGING CUSTOMERS ON SOCIAL MEDIA

2022

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

Main Sponsor

Editor’s comment G

et set for Thelwell mania! Merrylegs The Movie, currently being filmed in Snowdonia, is set to bring ponymad Penelope and her rotund equine friend to the big screen.

The film is due for release in 2023 – exactly 100 years after the birth of Norman Thelwell, creator of the original cartoons.

Get stocked up soon with Thelwell-themed products.

Riders are keen to get out and about with their horses.

Certainly the fun rides I’ve been to this year, be they run by hunts or for charity, have been overwhelmed with entries. So much so that if you don’t enter early, you’re on a waiting list.

Clearly, no-one wants to ride on the roads if they can help it. You really do take your life – and your horse’s – in your hands nowadays when riding in traffic. But that’s another story…

Transporting horses has become more accessible to more people this year, now the requirement to take a towing test has been dropped. Although it’s to be hoped a bit of practise is put in before taking to the road with horses in a trailer.

Reversing is what many drivers dread, so if I may, I’ll share a tip given to me years ago by a farmer. “Decide where you’re going, set the trailer off in that direction, then think about following it.” Well, it’s always worked for me…

On the subject of horse transport, well done to Tom Janion whose South Yorkshire based Equi-Trek horsebox manufacturing business has had a £5 million investment and is creating 50 new jobs.

FRONT COVER:

December 2021

Volume 45, No 10

IN THE The magnificent HOT SEAT Operetta Dressage saddle from Frank PLUS Baines Saddlery is pictured with a matching black, mock-croc, ergonomic dressage girth.

Frank Baines Saddlery celebrates its 40th anniversary this year. Find out more about the company’s commitment to hand-crafted values and mission to improve horse welfare via good saddle fitting inside this issue of ETN. Saddles special

TRADE FAIR NEWS

New era for BETA International ETN is the official media partner of BETA International

• THE SECRETS OF GOOD GIRTHING • PEOPLE AND PRODUCTS • ENGAGING CUSTOMERS ON SOCIAL MEDIA

2022

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

Main Sponsor

WWW.EQUESTRIANTRADENEWS.COM

In this issue...

NEWS

What’s been happening?

If the name rings a bell, Tom’s parents Raymond and Hilary originally made Masta rugs at a factory in Huddersfield. Equestrian business acumen often runs in the blood.

PRODUCT NEWS Latest launches

14

TURN BACK THE PAGES

What ETN was reporting five, ten, 20 and 30 years ago

WHOLESALERS DIRECTORY Suppliers at your service

SADDLES AND LEATHERCARE News and products Side saddle special Manufacturer’s 40th anniversary

AMTRA ACCREDITED RAMA CPD FEATURE Making the most of omega 3s

UK equestrianism is on a roll. 2021 saw a stack of Olympic medals won by Brits, horse prices soar and riders so desperate for new saddles that fitters couldn’t source them quickly enough.

It’s all rather surprising, considering the doom and gloom being forecast this time last year.

Of course, Covid and Brexit have left scars – and debts to be paid – but all in all, the equestrian trade has come off relatively well.

Maybe it’s because our industry represents what people have realised are the good things in life post-pandemic?

Fresh air, outdoor exercise with like-minded people, appreciating our animals, enjoying the natural environment… What’s not to like?

I see that Aldi is offering gift vouchers (up to £500!) towards the weekly grocery shop as a Christmas gift idea.

It’s confirmation that practical presents are in vogue this year - and you can’t get much more useful than an equestrian product for a horse owner.

It only remains for the ETN team to wish you a busy Christmas trading period and prosperous New Year.

10

BENCH SADDLER OF THE MONTH Meet our winner

Ann Summers’ chief executive Jacqueline Gold has complained of suffering heightism as well as sexism in the boardroom.

And the lingerie guru blames it on the assumption – made by men, presumably that short women are not industry leader material.

Well, I’d like to introduce Ms Gold – who’s 5ft 1in and said to be worth at least £470 million – to the equestrian industry.

No-one would dare look down on our vertically challenged but very successful women.

4

BETA BUSINESS AWARDS

How to nominate your favourites

SUPPORT FOR RETAILERS Let’s work together

PEOPLE

Who’s new, who’s moved?

SMS ACCREDITED SADDLE FITTERS’ CPD FEATURE Test your girthing knowledge

SOCIAL MEDIA MATTERS With Rhea Freeman

BETA AGM

New Council members named

COUNTY COURT JUDGMENTS ETN’s exclusive listing

15 16 19 22 24

25 28 30 33

34 37 38 39

Liz Benwell Liz Benwell

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 3

ETN | NEWS

News New store is a ‘destination saddlery’ The new Phoenix saddlery shop at Solihull Riding Club has been officially opened by showjumper Geoff Billington.

The store, run by sisters Korrine and Becky Pallas, is on the site of the old Horsesense shop.

Solihull Riding Club is a busy West Midlands show centre.

Run by a committee and with 450 members, it’s recently seen investment in a new shower block as well as the new 80 square foot saddlery.

This is Becky and Korrine’s second shop. They purchased a pet supplies retailer in Swadlincote, Derbyshire last August. By October, they had expanded the equestrian side of the business to become Phoenix Equestrian and Pet Supplies.

“We’ve been doing a lot of shows too - HOYS, Blenheim, Arena UK, Your Horse Live,” Becky told ETN. With more than 6,000 social media followers, Phoenix at Solihill Riding Club has a ready-made audience.

“We’re trying to be different, and to make it a destination saddlery,” said Becky. “We want people to come and enjoy visiting

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 Publisher Equestrian Management Consultants Ltd

us, so we constantly change the look of the store.”

“We’re horsey here, and that’s important because we can empathise with customers. We listen to their problems and they bounce ideas off us.”

The sisters behind the Phoenix stores both have corporate backgrounds.

“Whatever else happens, we make sure it all adds up,” said Becky. “I’ve worked in transport and logistics and understand supply chains.”

So, what’s her answer to the current supply chain issues? “Look for what you can control. Forward ordering is key,” is her top tip.

Brands stocked at the new Phoenix store at Solihull Riding Club include Dublin, Kentucky, Covalliero, Cavallo, uvex, Weatherbeeta, Charles Owen, Champion, Toggi, Veredus, Equipe, Schockemohle, Chatham, Science Supplements, Neue Schule, Matthes, Ego7, Woof Wear and Fleck.

“We’ve had great support from suppliers,” added Becky. “Zebra Products and Weatherbeeta in particular have been fantastic.”

Editor Liz Benwell Email: editor@equestriantradenews.com Advertising Manager Beth Crow Email: bethc@beta-int.com Tel: 01937 582111 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

www.carbonbalancedpape r.com CBP123456

4 | EQUESTRIAN TRADE NEWS DECEMBER 2021

ADVERTISERS’ INDEX Abbey England 17 Admire PR 8 Citrus-Lime IBC Dodson & Horrell 11 Equilibrium Products 29 Falcon Equine OBC Frank Baines 13 Frank Baines 21 Henry Bell OFC Jenkinson 9 Jenkinson 3 MSFC 23 NAF 7 Red Gorilla IFC Silvermoor 5 Solution Saddles 23 W F Young 27

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

BETA International has new organiser as show returns to Sunday, Monday, Tuesday BETA International will revert to its traditional days of Sunday, Monday and Tuesday when it returns to NAEC BETA International 2022, at NAEC Stoneleigh on 11 Stoneleigh on 11 – 13 – 13 September, will be run by the team from Impact September 2022.

Exhibitions & Events, The show is to owned by Gordon Thomas (third from left). be run by Impact Exhibitions & Events on behalf of Equestrian Management Consultants (EMC), the wholly owned subsidiary of the British Equestrian Trade Association (BETA) Group which has organised BETA International since 1979.

Kent based Impact, owned by exhibitions industry veteran Gordon Thomas, runs the PATS pet trade shows as well as the Aqua event for the Ornamental Aquatic Trade Association (OATA).

“While Impact’s team will ensure the event runs like clockwork, BETA’s trade fair committee is there to make overall policy decisions,” said Claire Williams, executive director of BETA. “And the trade association will continue to benefit from the revenue it generates.

“BETA International 2022 will be put on by the trade, for the trade, as it has been for 40 years.”

A catalyst for the change of show management is the impending semiretirement of Claire Thomas (no relation to Gordon Thomas), EMC’s commercial manager and BETA International’s organiser for 17 years.

“We don’t need to change anything” Gordon Thomas, who’s run shows for four decades, plans to leave the look and feel of BETA International largely unchanged for 2022.

Speaking to ETN, he noted the success of the show’s debut at Stoneleigh in September 2021.

“We don’t need to change anything about BETA International,” said Gordon.

“For now, we’re concentrating on what we do best – attracting specialist retailers through the doors of a show.”

Hinting at future plans, he added: “In year two, we’ll begin to build on content.

“The ultimate customer for suppliers and retailers is the horse owner or pet owner, so we need to inspire and educate with them in mind. It’s about creating fresh opportunities for visiting retailers to achieve profit margins through new products, new suppliers and new contacts.”

Impact’s team will oversee BETA

International’s stand sales and operations.

The exhibitors’ main point of contact is Fiona Dagger who rides once or twice a week in her spare time.

Asked if pet products will become more prominent at BETA International, given Impact’s association with PATS, Gordon Thomas said: “There’s no reason why retailers shouldn’t look at expanding their ranges to include the pet side, where it’s relevant. We can certainly offer the opportunity to get involved in other markets.”

On the future of in-person events postCovid, Gordon is optimistic: “If anything, there’s a renewed appetite,” he says.

He’s equally positive about the future for specialist retailers, including physical stores.

“Bricks-and-mortar retailing is in no way dead; it just needs to be commercially managed. In fact, the retailers on the high street that are doing well are those that are focussed, understand products, buy properly and buy well.

“The same is true for shows; exhibitors and visitors want events where everything is relevant and dedicated to them.”

For more information visit silvermoor.com

To find out more about exhibiting at BETA International, contact Gordon Thomas or Fiona Dagger at Impact Exhibitions & Events on tel 01892 862848 or email gordon.thomas@impactexhibitions.com

ETN | NEWS INDUSTRY “IN A GOOD PLACE” WITH SUCH YOUNG TALENT

Isabelle Anderson, from Chelmsford in Essex, has won the 2021 BETA Equine Thesis of the Year competition.

The equine sports therapy and rehabilitation graduate represented Writtle University College in the final to claim the award for excellence in undergraduate study.

She collected a £200 cash prize, a trophy and “something really special to put on my CV.” Isabelle added that she hoped her success would inspire other students who, like her, needed to re-take a year of their studies.

“I felt embarrassed at the time, but I now feel happy that it was the right thing to do,” she added. “I’m surprised but over the moon at having won the BETA Equine Thesis of the Year.

“Thank you to my lecturers Briony Witherow and Rosa Verwijs, I really couldn’t have done it without them.”

Isabelle was one of four finalists to present her thesis to a panel of judges, watched by an audience of academics and industry figures.

Her winning study was ‘Owner satisfaction with rehabilitation practices for chronic sacroiliac pain in equines in the UK since the year 2000’.

The work looked at owners’ experiences of the notoriously difficult-to-diagnose common cause of equine back pain and poor performance.

It revealed often variable collaboration between what Isabelle described as “the valuable triad” of horse owners, vets and paraprofessionals such as chiropractors.

“Further and larger studies into veterinary-clientparaprofessional relationships could improve equine rehabilitation and welfare by highlighting communication barriers and challenges,” she said.

The popularity and effectiveness of exercises such as carrot stretches, pole work and hill work, along with training aids, for horses with sacroiliac pain were also analysed.

Runner-up Isabel Badham, who hails from Worcestershire and graduated from Harper Adams University, researched ‘The effect of different water depths on the activity of the equine longissimus dorsi muscle while walking on a water tread mill.’

Field trials with racehorses examined whether altering water depth promoted a difference in activity on the left and right sides of this major back muscle.

The other finalists were Sophie Avery, who graduated from The Royal Veterinary College, with her thesis ‘Risk factors for equine glandular disease associated with general management and husbandry of domesticated horses.’

And from the University of Limerick, Rebecca Dillon, who presented ‘An evaluation of racehorse performance using the speed gene test and the dosage system.’

The judging panel was headed by research consultant Dr Georgina Crossman with equine nutritionist Katie Williams, vet Karen Coumbe and ETN editor Liz Benwell.

“The standard of dissertations submitted this year was very high, and the finalists really brought their research to life through their presentations,” said Dr Crossman.

“As a judging panel, we felt the finalists were all excellent ambassadors – articulate, intelligent and with a passion for their subjects.

“Isabelle Anderson’s dissertation was well structured with a clear research method, and her presentation highlighted the need for shared decision making when considering horses with chronic sacroiliac pain.”

The four finalists were chosen from the original entries by a preliminary panel.

6 | EQUESTRIAN TRADE NEWS DECEMBER 2021

Claire Williams, BETA executive director, said the quality of work put forward bodes well for the future of the equestrian industry.

“BETA took on the Thesis of the Year competition to promote the abilities of graduates coming through, to give them a showcase and a platform from which to jump into future careers.

“This year’s entries have proven we’re in a good place with such young talent coming into our industry. All four finalists can be very proud of what they have achieved.”

The BETA Equine Thesis of the Year is an annual competition.

Entries are already open for 2022.

UK and Irish universities and colleges offering equine-related degrees are invited to submit one entry each.

Illegal drugs seized A haul of equine drugs – not legally available for use in the UK – has been seized by Government officials.

Several parcels, addressed to a freight company based in Slough, Berkshire, had been shipped from America.

The haul – mostly injectable products including antiinflammatories and tranquilizers – were intended for use in horses but are not authorised veterinary medicines in the UK, said enforcement agents from the Veterinary Medicines Directorate (VMD).

“HIKE IN HORSE PRICES IS AN INCENTIVE TO STEAL”

Freeze marking remains the best deterrent again horse theft, according to the owner of the only UK company now offering the service.

Although all horses must legally be microchipped, the freeze mark’s visibility is what keeps it relevant, says Alison Duffield.

Alison formed Premier Equimark in 2012 when the previous freeze-marking specialist Farmkey stopped doing the marking.

Now Alison has acquired the database side of the business and is running everything in house.

Freeze marking is done by applying a cold branding iron for up to ten seconds. On dark coated horses, the painless process kills the hair so it grows back white. On grey or white hair, the iron is applied for slightly longer so a bald mark is left.

“Unfortunately, microchipping is next to useless in stopping your horse being stolen - because it's invisible,” explains Alison.

“A quick trip around Facebook shows how many [horses] still get stolen and the recent hike in prices is an incentive to steal.

“The current situation with equine passports is useless and, in my opinion, not fit for purpose.”

Premier Equimark offers personalised freeze marks which enable customers to choose their own letters and numbers, or symbols like lightning bolts and diamonds.

Alison says she’s happy to talk to any retailers interested in earning commission by generating leads for freeze marking.

Events bounce back Catton Park Horse Trials on the Derbyshire and Staffordshire borders will be back on 18/19 June 2022.

The 250-acre parkland estate has hosted an event since 1993.

Now, with owners Robin and Katie Nielson retiring, next year’s horse trials will be managed by BEDE Events and the Nielson’s son, Oliver.

Eventing last ran at Catton Park in 2018.

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

this Christmas, make sure there are

TREATS for every horse and pony BY

Stocking

Valegro loves

up for sales NAF’S NEW

Blueberry & banana

Treats

e W I S H I N G YO U A V E RY

MERRY CHRISTMAS FROM EVERYONE AT NAF

For more details please contact your NAF Area Sales Manager, or the NAF Sales Office on 01600 710726 or email info@naf-uk.com

naf-equine.eu/uk WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS OCTOBER 2021 | 7

ETN | NEWS

£5 million investment boosts expansion plans

Tom Janion

The UK and Europe’s largest horsebox and trailer manufacturer has unveiled major expansion plans following a £5 million investment.

Equi-Trek, an arm of the Sheffield based Trek Group, has installed a new production line creating 50 jobs at its South Yorkshire factory.

A double horse trailer is to be launched in the new year, prompting the company to upscale production, parts and plant.

“Demand for Equi-Trek horseboxes and trailers is at an alltime high and we have some very exciting growth plans for the next 12 months,” said Tom Janion, Trek Group chief executive.

“Providing more new jobs for the region and increasing our capacity is a great position to be in.”

Companies within the Trek Group are linked to the automotive and transport industries. Its headquarters at Stocksbridge occupies a 75-acre site and employs more than 450 staff.

Tom Janion’s parents, Equi-Trek is creating 50 new jobs at Raymond and Hilary Janion, its factory in South Yorkshire. originally ran the Masta rug company.

SADDLE FITTER AND RETAILER AMONG AWARD WINNERS

A retailer and a saddle fitter are among the recipients of 2021 Equestrian Business Awards.

The series of national awards was started by horse owner and primary school teacher Katy Wright.

Having seen the equestrian industry pull together during the pandemic, she wanted to celebrate these hard-working businesses and professionals.

The winners received their prizes at a gala presentation in Nottingham on 22 October, hosted by equestrian commentator Sam Gerrard-May. The awards judges were saddle fitter Sarah Rymer, equine dentist James Arkley, farrier Ashley Berry, trainer and show producer Samantha Osborne and businesswoman Georgina Fletcher.

Retailer of the Year went to The Fussy Filly. The physical store is based at the headquarters of HAPPA in Burnley, Lancashire and uses its profits to fund the charity’s work.

The Fussy Filly recently expanded its premises. Its online store, relaunched during lockdown, is thriving.

Laura Nickel of Amayzing Saddlery was named Saddle Fitter of the Year.

Laura started the business in 2007 after saddlery training at Walsall College of Technology. Initially based in a shed on a livery yard, three years ago, Amayzing Saddlery moved into large premises in Linwood, Renfrewshire.

Roll call of 2021 Equestrian Business Awards winners • Riding School of the Year - Team Tutsham • Horse Transporter - Amanda Beal Equine Transport • Retailer of the Year – The Fussy Filly • Farrier - R Abbiss Farriers • Event Venue - Cobham Manor Events • Livery Yard - AW Equestrian Services of Halifax • Vet Practice - Buckingham Equine Vets • Equine Dentist - Field of Equitation • Instructor - EKW Dressage • Equine Therapist - Peak Performance Therapies • Equine Service - Cleanfields • Saddle Fitter - Laura Nickel of Amayzing Saddlery • Groom - Horsefit UK • Behavioural Trainer - Melanie Watson of Instinctive Horse Training

Major show moves to four days The Great Yorkshire Show is to become a four-day event.

Many changes, including moving from three to four days, were implemented at this year’s show due to Covid 19 regulations. And now the organisers are to keep many of them in place.

The 2022 Great Yorkshire Show will run from Tuesday 12 July to Friday 15 July. There will be a limit on attendance each day and membership numbers will be capped.

Tickets are to be sold in advance only, and are already available.

8 | EQUESTRIAN TRADE NEWS DECEMBER 2021

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IN BRIEF

The Voltaire Design Liverpool International Horse Show, due to take place on 31 December 2021 to 3 January 2022, has been cancelled. The organisers blamed “the ever-changing Covid-19 environment” and said the risk associated with staging an indoor event after Christmas was just “too high”.

Fairfax & Favor has struck a new supplier partnership deal with British Equestrian.

The agreement covers the dressage, eventing, jumping and para-dressage teams at international championships, with the company’s trademark boots and belts being worn for the horse inspections. The brand was founded by Marcus Fairfax Fontaine and Felix Favor Parker when they were teenagers.

(Photo Jon Stroud Media) A register of practitioners offering equine-assisted therapy and learning is planned to govern and protect practitioners, serviceusers and horses working in the area. The register, known as the Human Equine Interaction Register (HEIR), will operate under the umbrella of the Federation of Horses in Education and Therapy International, a not-for-profit organisation. There are believed to be at least 300 individual practitioners and organisations offering these types of services in the UK. Dengie is using renewable electricity with zero carbon dioxide emissions. The fibre feed producer says it uses 60 tonnes of recycled plastic material annually - equating to 150,000 fourpint milk bottles – in its feed sacks. The solar panels installed on Dengie’s offices in 2019 have put enough energy back into the grid to supply the average household with electricity for four years.

Hy Equestrian, from the Battles stable of brands, has welcomed 5* international event rider Felicity Collins to its team of sponsored riders. “Hy Equestrian offers a practical and stylish range of rider clothing, horse wear and horse care products,” said Felicity. (Photo: Lucy Hall Photography) British Equestrian’s new partnership agreement with Haygain spans the national federation, including the World Class programme and senior teams, plus two member bodies, British Eventing and British Showjumping. Haygain will provide hay steamers, to be stored at the British Showjumping National Training Centre, for use by championship teams and those training onsite.

Riesenbeck in Germany is to host the European dressage and para-dressage championships in 2023.

Saddle brand Voltaire Design is the new title sponsor for the Grassroots Championships at the 2022 Badminton Horse Trials. The amateur competition for BE90 and BE100 combinations takes place on 3 and 4 May, preceding the main event.

Pictured are, from left, Matt Tarrant (MD of Voltaire Design), Jane Tuckwell (event director Badminton Horse Trials) and Helen West (CEO British Eventing).

Equitex saddle pads is to sponsor the British Dressage Advanced Medium Winter Championships. The closed cell foam saddle pads are made in northern Italy.

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EQUESTRIAN TRADE NEWS DECEMBER 2021 | 9

ETN | PRODUCT NEWS

DO YOU GIVE Product News WHAT THE HORSE WHO HAS

It’s a safety first!

The new uvex exxential II MIPS helmet is the first from the German manufacturer to use the MultiDirectional Impact Protection System (MIPS).

And because of the way uvex riding hats are constructed, it’s scored another first: it’s now the only fully height-adjustable helmet to incorporate MIPS. Developed in Sweden, MIPS provides additional protection against rotational forces in the event of oblique impact.

The sporty, lightweight uvex exxential II MIPS has a movable second shell between the inner padding and outer shell, and can be adjusted for height and width.

If the rider lands at an angle in a fall, the rotational force created is dissipated by the motion of the MIPS inner shell.

The helmet’s ergonomic, low-cut design offers extra impact protection at the rear. There’s a handy ponytail cut-out for riders with long hair, too.

The exxential 11 MIPS uses the uvex monomatic closure, FAS strap system and dial adjustment system.

In black, and sizes extra-small to extra-large, the RRP is £170.

Uvex is distributed in the UK by Zebra Products.

FEEDING HAY MADE EASY For owners who like to feed big bales of hay or haylage ad lib, the Elico Wild Boar limited-edition Bale Net is just the job.

The orange/turquoise two-tone haynet fits over a bale in a field or yard, holding it together to save waste. A strong tying cord keeps the 2m x 1.5m net tightly in place.

With a 5cm mesh, the Elico Wild Boar Bale Net can also slow down horses’ and ponies’ eating rates, thus helping to safe-guard their waistlines.

The RRP for this robust product is £38.95.

It’s available from Jenkinsons Equestrian.

10 | EQUESTRIAN TRADE NEWS DECEMBER 2021

EVERYTHING…?

Valegro was welcomed to the NAF factory by company founder and chairman Richard Cleeve.

Dressage superstar Valegro has unveiled his new favourite snack Blueberry & Banana Treats, made by NAF. In the build-up to last month’s launch, the triple Olympic gold medallist visited NAF’s Monmouthshire factory to oversee production and conduct a taste test.

Known as Blueberry at home, Valegro and Charlotte Dujardin captivated the world as they danced to Olympic, European and world titles. The affable gelding, now retired from competition, still lives with dressage maestro Carl Hester who owns him with Roly Luard and Anne Barrott.

Carl and his international travelling groom Alan Davies – who accompanied Valegro on his trip to the NAF factory - have famously said that the way to the great horse’s heart is via his stomach.

“I’ve had the pleasure of being Valegro’s owner since he was just three years old,” said Carl.

“Alongside loving his work as one of the world’s best dressage horses, Valegro’s other favourite pastime is enjoying his food and snacking whilst out on hacks.

“Blueberry & Banana Treats from NAF have fast become his Valegro toured the NAF factory new favourite snack and their low calorie, low sugar formulation where new BlueBerry & Banana Treats are made makes them the ideal daily treat,” added Carl.

“It’s also reassuring for us to know that the treats have been formulated, manufactured and packaged in line with NAF’s stringent Clean Sport policy and, as such, they are now also a show day essential for rewarding our horses.”

Alan Davies added: “Valegro truly is a legend and it’s wonderful that he now has a treat specifically dedicated to him.

“I know that he’s thrilled with the taste as when I open a bag on the yard, his eyes are straight on me!

In fact, these treats have become a yard favourite, but Valegro always gets the first one of the day.”

Formulated using only the best quality ingredients, these highly palatable treats are ideal to feed every day or occasionally as a reward or training aid.

NAF Blueberry & Banana Treats come in 1kg bags – featuring Valegro’s picture, RRP £3.99. NAF has four other treat Valegro’s favourite snack. flavours – Appy, Cherry, Hedgy and Minty.

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WISHING YOU ALL A VERY

Merry Christmas AND A HAPPY NEW YEAR

For orders, please contact your D&H Account Manager, call our orders team on 01270 782 236, or email enquiries@dodsonandhorrell.com

ETN | PRODUCT NEWS

WELL SHOD

Meet the medallists

Paralympic medallists Sophie Wells and Georgia Wilson feature in a new one-hour documentary on Horse & Country’s streaming service.

The programme was produced in association with riding hat and body protector manufacturer Champion, and is presented

by H&C’s Jenny Rudall.

Paralympic Superstars with Champion is free to view on H&C+.

THELWELL HAS CHRISTMAS LICKED

Battles’ brand Hy Equestrian has teamed up with Horslyx to create a collection of Thelwell themed licks.

Thelwell Mini Horslyx come in Thelwell branded sleeves and are available in Original, Mint, Garlic, Respiratory, Mobility and Pro Digest varieties.

The Thelwell Collection Horslyx Mini Selection Box, containing all six of the 650g minis, is perfect for Christmas gifting - or at any time of year.

Horslyx licks offer all-round health and vitality by supplying an essential balance of nutrients.

12 | EQUESTRIAN TRADE NEWS DECEMBER 2021

This versatile Chelsea boot is from Chatham’s winter collection.

The Arlington (RRP £89) comes in premium oiled suede with elasticated entry and padded insock. The outsole is in a leather/ rubber mix.

It’s just one of a host of deck shoe and boot designs from the leading nautical and countryside footwear label.

Winter warmer

The all-weather Bucas Quarter Sheet fits behind the saddle to keep the horse warm and dry while exercising.

The design is also available as a Therapy Quarter Sheet. This version is lined with Recuptex material which reflects magnetic fields back into the body to warm muscles.

Both sheets are waterproof and breathable with a rip-stop outer and are machine washable at 300C. In navy/silver, and sizes small to extra-large, the quarter sheet has an RRP of £68. And the navy/orange therapy sheet in similar sizes is £104 to £184.

Bucas is available from UK distributor Zebra Products.

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PRODUCT NEWS | ETN

Stock the Coleman Baines range of Sporting and Country Lifestyle goods.

“

Classic accessories crafted from the finest quality materials. Strong, durable and distinctive.

“

Blown away by the quality, unsurpassed at any price. Thanks for transporting me back to a time of pride in workmanship Joe, Bury, UK

For more information and to view the range go to

www.colemanbaines.com

Frank Baines Saddlery, Northcote Street, Walsall, West Midlands. WS2 8BQ +44 (0)1922 640847 e. hello@colemanbaines.com

FOLLOW US ON

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AND

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EQUESTRIAN TRADE NEWS OCTOBER 2021 | 13 @COLEMANBAINES

ETN | BENCH SADDLER OF THE MONTH

Celebrating

the best bench saddlers...

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

“Saddlery seemed to be the perfect combination of creativity and making, and my passion for horses,” she says. Maybe that’s why she relishes the “artistic licence” afforded by the President’s Choice class?

VARIETY OF SKILLS

Helen Leedham’s artistic background comes to the fore with another stunning entry in the freestyle SMS President’s Choice class.

ETN BENCH SADDLER OF THE MONTH: HELEN LEEDHAM NOMINATED BY: Mark Romain of the Saddlery Training Centre, where Helen achieved the City & Guilds Level 3 Saddle qualification, who says: “I’ve always been impressed with Helen’s drive to achieve the highest craft standards combined with her determination to support the welfare of horses.

“Riding from an early age and competing with her own horses with has placed her in the ideal position to support rider and horse.

“Helen is well known to many saddlers for her entries in the President’s Choice Class [a freestyle competition] at the SMS National Saddlery Competition.

Her background in design, combined with her saddlery skills, seems to fire her imagination and she has made some truly remarkable items over the years.”

ABOUT Helen: Helen began her saddlery training at Walsall College - straight after finishing a BA (Hons) degree in Fine Art Sculpture at Bristol in 2002.

“I’d always been a maker and enjoyed both the conceptual and practical sides of fine art,” says the north Worcestershire based saddler.

Helen’s lifelong love of riding has seen her involved with showing when very young, through to eventing as a teenager and, currently, dressage and showjumping.

She’s also been a Pony Club instructor.

During her career, Helen has worked parttime for a gun company and part-time as a saddler. “It allowed me to learn and use a variety of skills, including pattern making and creating ‘one-offs’,” she says.

“But there was no room for getting it wrong! These were often items for foreign royalty. Although it was a nice feeling to think what I’d made ended up all over the world.”

SADDLE FITTING GROWS

As Helen has become more in demand for saddle fitting, there’s been less time for bench work.

“It’s sad, but to make items properly in the workshop takes so much time,” she explains. “My bench work now really consists of saddle adjustments and reflocking, re-balancing and any other jobs to gain and retain optimum saddle fit for performance.

“It’s the part I’ve become superpassionate about. It goes back to my riding roots and the desire to allow the horse to be as comfortable as possible and enjoy performing to the best of their ability.

“It’s amazing what difference a small adjustment can make and there is nothing more rewarding than making a change for the better.”

“I WANTED TO BE A VET”

When Helen was young, she wanted to be a vet, But the pull towards creativity was very strong and eventually won the day.

“I now feel I have the best of both worlds,” she says, “as I regularly work alongside vets and physios to help horses undergoing rehabilitation and dips in performance which can be improved by careful saddle fitting.

“The sports science side of the job, and putting what you see and feel into practice is what’s so interesting and rewarding.”

14 | EQUESTRIAN TRADE NEWS DECEMBER 2021

NOT ENOUGH HOURS

The worst thing about her job, says Helen, is time – or lack of it. “As with doing any job thoroughly, it takes time and plenty of it. There’ll never be enough hours in a day, especially when horses and a workshop are involved!”

When not at work, Helen enjoys training her own horse – “it’s my release and exercise all at once” - and spending time with her family.

She had a baby last October, so needless to say, life is more hectic than ever trying to fit everything in. Luckily, she still manages to get out and about with the horses.

Helen works from home, and tries to do as many adjustments as possible on site or on the road to keep travelling to a minimum, although of course that isn’t always possible with more complicated jobs. “My workshop could do with being much bigger, but I guess that’s always the case!”

INDUSTRY CHANGES

Helen has seen the industry “change massively” over the years she’s been a part of it. The internet being the biggest factor.

“People will regularly approach me with a request for a particular make or style of saddle because they’ve asked for advice on a forum or Facebook and it’s what other people have come back with.

“Often, you’re left spending more time explaining why something won’t work than doing the job…”

HOW TO NOMINATE A BENCH SADDLER:

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

Candidates for the award must be a member of the SMS and based in the UK or overseas.

To nominate a bench saddler (or more than one), 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.

WWW.EQUESTRIANTRADENEWS.COM

ETN REPORTING | ETN

TURNING BACK THE PAGES…

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

In December 2016, ETN reported:

 Retailer Bardsey Mills closed FIVE its store at Horsforth near YEARS AGO...

Leeds, and began trading online only. Business owner Simon Wetherald told ETN that his four decades of selling feed and making deliveries had ended. The company was to concentrate on its already flourishing online sales of wormers, pet health, supplements and first aid products.  TAGG Equestrian ceased trading. The company, whose trading name was TSS&P, had already sold its Loveson and Fal Pro divisions to Horseware. Now its remaining brands – Tagg Clothing, Comfort Zone, Polly Products and T Frost – were on the market. Managing director Tom Eastwood blamed “a particularly difficult two years with downward pressure on pricing.”  Countryfile presenter Adam Henson rode BETA’s mechanical horse, RoboCob, in a Western saddle. The trade association’s Take Up The Reins tour, designed to promote riding to the general public, had visited the TV personality’s Gloucestershire Farm.  Peter Wilkes, managing director of Vale Brothers, took up the challenge to learn to ride. His ambitious aim was to jump a course of 70cm fences after just ten lessons. The selfconfessed adrenaline junky described his equestrian journey as “short and sometimes painful.” Peter did, however, say he liked the idea of moving on to racing, endurance or polo.

In December 2001, ETN reported:

20

 BETA joined forces with the YEARS British Horse Society (BHS) AGO... to campaign for the removal of VAT from riding helmets.

When HM Customs announced that cycle helmets were to be zero-rated, BETA and the BHS claimed horse riders would be put at a disadvantage unless their safety gear was also made exempt from the tax.  Country clothing label Barbour opened a store in Windsor, in addition to its Manchester outlet. “These concept stores allow us to showcase our full product range,” said Barbour’s UK sales and marketing director Ian Beattie.  Speakers at a business forum planned for the Equus show, to be held at ExCel in London, included Ronnie Leggat of Merial Animal Health, Tim Smith of Talk Marketing, Jane Skepper of Horse IT and Paul Botterill of Puffa.  Robinsons Country Leisure launched a business-to-business sales division called B2B. Managing director Jim Bentham said the retailer would use B2B to supply equine colleges, large commercial yards and local authorities.

WWW.EQUESTRIANTRADENEWS.COM

In December 2011, ETN reported:

TEN YEARS AGO...

 Retailer Edgemere officially opened a new store near Malpas, Cheshire with an open day. The purpose-built premises included a mezzanine area for footwear, saddlery, supplements and grooming products. “We have to stay ahead of the market, making it easier for customers to shop while delivering realistic price points,” said managing director Paul Hill.  Equine Careers reported an unprecedented demand for sales agents. Emma Dyer of the recruitment agency told ETN she currently had 30 companies looking for agents to represent them in the UK as well as France and Switzerland.  Countrywide, the 48-store retail chain, was advertising on mainstream television with slots on ITV between the early evening news and Emmerdale.  British Dressage (BD) made up-to-standard riding hats compulsory for competitions - and ETN predicted that bling was about to hit headgear… to match the sparkles already adorning browbands.

In December 1991, ETN reported:

30 YEARS AGO...

 The BETA Body Protector Standard was launched to the riding public during the RASE Equine Event at Stoneleigh. More than 20 members of the press gathered to hear BETA chairman Nick Ward explain that the standard had motivated manufacturers to think of new ways of improving body protectors’ safety, comfort and price. The standard was endorsed by Baroness Masham, founder of the Spinal Injuries Association who was paralysed following a riding accident. The presentation ended with a stunt rider, clad in a BETA standard body protector, throwing himself off a horse for the benefit of waiting photographers.  Barry and Lorna Richardson, who had run the Chaskit rug business for 20 years, sold their Tunbridge Wells premises to Keith Howe, owner of Royalle Stud Saddlery. Keith told ETN he intended to develop it into a retail shop. Chaskit rugs continued to be made by Thermatex at its factory in Wales.  Jacques of Burniston, near Scarborough, was on the market for £250,000. The asking price covered the retail saddlery business, plus a garage with its own sales forecourt, complete with petrol pumps.  Breeches with suede seats were all the rage. But Jods F’ Mods went one better with a range incorporating washable suede. The legwear was available in beige with brown seat, black with a gold seat, or black with a maroon seat. Stuart Keddie, who had bought the brand three years previously, also made ski-pants – and said he wanted to bring similar styles to the equestrian market.

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 15

ETN | ADVERTISEMENT FEATURE

Wholesale suppliers profiled Abbey England

Range: As a market leading wholesale supplier of premium materials and tools, our comprehensive product range covers English leathers, saddlery and leathercraft tools, hardware, webbing and outdoor textiles.

Retailer Incentives: Customers can benefit from trade discount when spending £1,000 or more per year,

AGRIHEALTH

Range: Mackey Equestrian by Agrihealth offers a unique range of brands from Mackey rugs and leatherwork, Liveryman clippers & trimmers, leovet horse care, Waldhausen, HAAS brushes, SSG gloves and many more. Scan the

JENKINSON & SONS LTD

Range: Many leading equestrian brands such as Charles Owen, Harold Moore, SoloComb, Brogini, Whitakers, Red Gorilla, Gold Label, Likits, Stud Muffins, Pettifers, Lister and Liveryman Clippers, NAF, Robinsons Healthcare, ShowQuest, Stubbs with………….

Elico Equestrian Range: This is our own comprehensive Elico brand of products, which is being continually developed after discussion and

with Abbey England.

Retailer Communication: Abbey England communicate via email, social media, telephone and letter post.

Retailer Support: Abbey England’s dedicated team are always on hand to advise and help customers. Abbey England also offers a £500 scholarship to help up and coming saddlers secure tools and materials for their workshop.

To further help their customers, Abbey England’s Information Exchange is a dedicated platform, providing useful business related

articles. So far, the articles have covered a range of topics including How to Position your Brand, How to Build your Craft Business Online and How to Write a Press Release.

Catalogue: No Web trade store: www.abbeyengland.com Minimum first order: £25.00 ex VAT Terms: Abbey England offers approved accounts monthly credit terms and customers can also pay by credit card.

Carriage: We will be working closely with our carriers to ensure Abbey England gets the best

carriage rate for all its customers.

Carriage in the UK starts from £4.75.

Delivery: Outside of the UK, Abbey England can deliver to Africa, Asia, Australasia, Europe, North and South America, The Middle East (restrictions may apply) and Russia (restrictions may apply).

Contact telephone number: +44(0) 1565 650 343 Email address and website: info@abbeyengland.com www.abbeyengland.com www.abitspecial.com

following code to see our full trade catalogue.

Retailer incentives: We have trade offers running throughout the year on all our top brands.

Retailer communication: Promotions are sent to customers throughout the year.

Retailer support: Retailers are supported by their area representative who can offer advice, staff training, attend open days where possible, advice on any

current promotions and offer point of sale material. We also have a servicing and repair department for Liveryman and Fenceman products and offer a very cost effective blade sharpening service to trade customers.

Catalogue: We offer a product catalogue and online ordering as well as regular pricelist updates.

New catalogue & equestrian website coming soon.

Minimum first order: No minimum order.

Terms: 30 days from date of invoice following first pro forma order.

Carriage: All items are carriage paid.

Delivery: 48 hours Contact telephone number: 028 3831 4570 Email address and website: info@agrihealth.co.uk www.agrihealth.co.uk www.mackey.ie www.liveryman.co.uk www.fenceman.co.uk

feedback with our retail customers, and now also includes a complete of footwear including the very popular Chelico Footwear for the young rider, Elico Aurora Reflective wear, Elico Fantasia Hat Covers as well as the Elico Memory Foam range, Elico Horse Rugs, Gelico saddle pads, Elico Little Piggy haynets with the recent addition of the Special Edition Wild Boar Bale Nets in Orange/Turquoise.

The Elico range with RRPs are also shown on our website www. elico.co.uk, and is backed up with monthly advertising in national and regional retail consumer magazines showing our commitment to the trade.

Retailer incentives: Offers and

end-of-range lines are available and can be viewed on our website with full details for registered retailers on log-in.

Retailer communication: Fully integrated website giving retailers up-to-date information 24/7 and ordering at their convenience, regular email communication as well as a dedicated telephone sales team.

Retailer support: Our websites can be used as a sales tool by retailers in their shop to show details of all products available. Elico products are well advertised in national and regional retail magazines to keep brand awareness in front of your customers.

Catalogue: Annual trade catalogue.

Web trade store: www.jenkinsonsequestrian.co.uk Minimum first order: Pro-Forma Terms: 30 days on approved accounts, otherwise payment on despatch.

Delivery: Nationwide daily deliveries by DPD carriers who provide email and SMS advice of a one hour delivery slot on the day of delivery in the UK and Eire.

Distribution throughout the UK, Ireland, Europe and the rest of the World.

Contact telephone number: 01924 454681 Email address and website: sales@jenkinsonsequestrian.co.uk www.jenkinsonsequestrian.co.uk www.elico.co.uk

16 | EQUESTRIAN TRADE NEWS DECEMBER 2021

WWW.EQUESTRIANTRADENEWS.COM

ADVERTISEMENT FEATURE | ETN

H X

www.hucklesbys.com

Hucklesby Associates

Range: We stock a comprehensive range of horse wear, horse care and rider products from many leading UK brands, as well as lesser known, and more exclusive ranges. From Champion hats and Toggi boots, to Gold Label supplements, Leovet, Horka, Henry Wagg, and many more; including some own-name labels.

A wide variety of riding boots and safety equipment, reflective ranges for the winter months and everything in between.

Battles

Range: Extensive range covering 250 brands from equine to pet and agri.

Brands include: Barrier, Equilibrium, Life Data Labs, House of Paws, Cavallo, Nikwax, Horslyx,

As importers, we are proud to house stock from European manufacturers and suppliers, giving our customers a wide range of options, which are not as common in the UK market.

We are the exclusive manufacturer of Taurus footwear: High quality riding and yard boots to suit a variety of budgets. Designer style, high-end quality, everyday rider price tag.

From Competition wear to yard equipment, we have something for everyone.

Retailer Incentives: We offer a fast, efficient, and personalised service to our clients; with a low carriagepaid amount and same-day dispatch on orders. We understand that each customer has different

needs, and we pride ourselves on our ability to meet each of them: Last minute additions, show deliveries, special orders and more.

Our trade website allows retailers to browse and place orders at any time, day or night. New products are added to our range frequently throughout the year.

Retailer Communication: Email, phone, and marketing – We keep our retailers up to date on New Products and restocking.

Our concise backorder system ensures that all orders are always fulfilled. Fortnightly Shout Outs keep everyone updated on new products, restocking and more.

Retailer Support: On-hand experts at the end of the phone and sales agents covering most of England.

Catalogue: Yearly catalogue distributed to retailers. Mailshots emailed every month with special offers and new products. Website offering trade login for registered customers and online ordering.

Minimum first order: £350 (ex. VAT) Terms: 30 days on approved accounts, otherwise payment on dispatch.

Carriage: Low carriage paid amount.

Delivery: Orders dispatched same day for next working-day delivery.

Contact telephone number: 01362 696309 Email address and website: sales@hucklesbys.com or hucklesbyassociates@gmail.com www.hucklesbys.com

likit TopSpec, and See Change Now, plus many more well-known brands.

Own brands: include Hy Equestrian, Little Rider, Supreme Products, Lincoln Horse Care, Coldstream, Battles & Agrimark Retailer Incentives: Monthly offers including wholesale brands.

Lincoln and Hy Equestrian loyalty schemes

Retailer Communication: Monthly newsletters, seasonal/annual brand catalogues and promotional e-shots Retailer Support: Team of Business Development Managers, in-house sales team, POS and marketing materials available Catalogue: Yes Web trade store: www.battles.co.uk

Minimum first order: No minimum order required Carriage: £100 carriage paid (UK Mainland) Delivery: Order before 5pm for next day delivery Contact telephone number: 01522 529206 Email address and website: orders@battles.co.uk www.battles.co.uk

A NEW SIDE TO RIDING At Abbey England, we manufacture and supply a wide range of traditional side saddle fittings, using only the highest quality metals and materials.

We offer a huge range of leathers and textiles including pigskins, printed butts from Sedgwick leather, and wool serge, all for side saddle creation and repairs.

See how Abbey England can help you produce the finest side saddles and saddles.

The leading supplier of premium side saddle-making accessories and workshop materials for the equestrian industry in the UK and beyond.

WWW.EQUESTRIANTRADENEWS.COM See the full collection at abbeyengland.com

Abbey England Ltd. Abbey House, Haig Rd, Knutsford WA16 8DX

sales@abbeyengland.com 01565 650343

EQUESTRIAN TRADE NEWS XXXX 2020 | 17

ETN | ADVERTISEMENT FEATURE

JOHN ROTHERY (WHOLESALE) CO. LTD

Range: Large range of equipment and accessories for the country sports enthusiast. Winner of the Tackle & Guns “Supplier of the Year” throughout the competition’s history, our range of over 6,000 products includes high profile brands such as Aigle Boots & Country Clothing, Bisley Country

Perry Equestrian (A.Perry Ltd.)

Range: Perry Equestrian is an innovative brand from A Perry for Equestrian and Agricultural wholesalers, distributors and retailers with hundreds of bright, colourful products for the Stable, Yard, Tack Room and Horse. A Perry is a friendly, family business that has been distributing Gate/ Fieldgate Hardware, Ironmongery and much more since 1925. Our

SNOWHILL TRADE SADDLERY LTD

Range: Rhinegold, Heritage, Rocco Italia, Windsor Equestrian, Horsewise, MacWet, Harlequin, Global Herbs, Agrifence Retailer incentives: High stock levels, fast delivery, quantity discounts available on certain stock lines, monthly promotions, further discounts on application.

We do not sell our brands to online

ZEBRA PRODUCTS LTD.

Range: Alogo, Amerigo, Bucas, Cavalleria, Toscana, Cavallo, Cavalor, Covalliero, EGO7, Equipe, Fleck, Konigs, Mattes, Nathe, Sprenger, Tucci, Uvex, Veredus.

Retailer incentives: Staff discounts on all brands. Cavallo staff uniform discount. Amerigo & Equipe – demo saddle discounts. Sprenger

Products, Parker-Hale, BUFF, Stanley Flasks and many more! We also have a large range of gift ideas from socks and ties, to pewter flasks and gift wares.

Retailer incentives: High stock levels, next day delivery, discounts for box quantities, loyalty to existing customers and we deal strictly with the trade only. We do not compete with our retail customers.

Retailer communication: Social media and trade login website.

Each customer is allocated to a member of our sales team so you have one contact and a familiar

voice for everything you need.

Retailer support: POS materials, ongoing marketing campaigns across all types of media directing consumers into retailers. Barcoded products. Images and catalogue pdfs. Information for retailer’s websites and ecommerce.

Catalogue: Annual trade catalogue and price list. Brand catalogues and flyers for consumer use.

Web trade store: Yes, at www. bisley-uk.com. Dealer locator for consumers.

Minimum first order: £1,000 Terms: Proforma for initial period, then 30 days’ invoice.

Carriage: Order above £325 is carriage paid. Below £325 incurs an £8.00 charge. Extra services available at cost including Saturday deliveries or direct to consumer deliveries.

Delivery: If order is placed before 3pm it will arrive within 48 business hours. Many arrive within 24 business hours.

Contact telephone number: 023 9224 5350 Email address and website: sales@bisley-uk.com www.bisley-uk.com

UK site has more than 140,000 sqft of warehousing and robot automation, with a distribution network covering the whole UK, Ireland, Europe and the rest of the world.Retailer Incentives: Offers run throughout the year with online ordering incentives including the PerryPoints Reward Scheme and having a listing on our website as a registered stockist. See our website for more details or talk to your account manager.

Retailer Communication: Regular email updates for subscribed customers, active social media and dedicated Account Managers available. Our sales team is also

available on the phone or email 8am-5pm Monday to Friday.

Retailer Support: Merchandising assistance enticing impulse buys and upsells, and a consumer friendly website where your customers can find you on our site as their local store. We can also work with you through our Social Media channels on Facebook, YouTube, Twitter and Instagram.

Access to our full range available on www.perrytrade.co.uk and www.primus.co.uk opening up new opportunities to expand your sales.

Catalogue: Perry Equestrian has a full catalogue available for you to use with your customers. You can

request copies via your Account Manager or by phone/email.

Web trade store: www.perryequestrian.co.uk Minimum first order: None Terms: Pro-forma, Credit/Debit Card, BACS, Cheque, 30 days credit (subject to status) Carriage: £200 carriage paid, £10.00 for orders under £200 Delivery: 1-2 days Contact telephone number: 01384 414061 Email address and website: sales@perryequestrian.co.uk www.perryequestrian.co.uk

clearance sites or allow them to be traded on social media.

Customer Own Branding: Own branding available on rugs, leatherwork, jodhpurs and more, please contact: sales@snowhill.ltd. uk for details.

Retailer communication: Trade login to live website with up to date stock levels allowing you to order at your convenience, regular communication via email with monthly offers, new products and promotions. Knowledgeable telephone sales team.

Retailer support: We have over 35 years’ experience and were the first

equestrian wholesaler to introduce transparent pricing and quantity discounts. CD of current catalogue images. Sales representative.

The Snowhill Trade catalogue is also printed unpriced for use in store. Hourly stock level upload to customers websites available.

Catalogue: Full colour glossy annual trade catalogue available priced and unpriced.

Web trade store: Trade account holders can login and order online 24/7 and check stock availability on our responsive live website. Pre Order option available, Out of stock email reminders and uncatalogued

products.

Minimum first order: On request.

Terms: On application.

Carriage: Free on orders over £250 (ex-VAT).

Delivery: Orders placed before 3pm despatched same day for next day delivery – mainland UK (where possible). Saturday and early morning deliveries can be arranged for additional cost. Europe (2-3 days) at cost.

Contact telephone number: +44 (0) 1243 672323 Email: sales@snowhill.ltd.uk Website: www.snowhilltradesaddlery.co.uk

– test centre discounts. Free Uvex gloves given to all participating staff when they receive Uvex helmet training. Prizes offered for retailers’ social media pages. Sales support at retailer open evenings & key shows.

Retailer communication: Regular E-shots. Updated website with news stories and stockist details.

We have a large following on our social media channels & we are very happy to promote our retailers via these channels.

Retailer support: We can provide stock feeds. We offer staff training.

We can assist with payment plans if required. We heavily promote all our brands in the key equestrian communication channels. Many of the brands provide impactful point of sale display material.

Catalogues: Almost each brand has a bespoke trade catalogue. We can provide consumer catalogues too.

Web trade store: We have a B2B website where retailers can order 24/7. We also a trade area so as retailers can access images, logos, barcodes etc.

Minimum first order: £3,000 +

VAT excluding saddles & Cavalleria Toscana.

Terms: Initially proforma then end of month plus 30 days.

Carriage: Paid on orders over £350 + VAT and on all back orders.

Delivery: Next day – if orders received by 1pm.

Contact telephone number: 01352 763350 Email address and website: info@zebraproducts.co.uk www.zebraproducts.co.uk

18 | EQUESTRIAN TRADE NEWS DECEMBER 2021

WWW.EQUESTRIANTRADENEWS.COM

SADDLES, LEATHER AND LEATHERCARE | ETN

In the hot seat

How’s the market for saddles? ETN asked Simon Middleton, managing director of Zebra Products, distributor of Amerigo and Equipe in the UK. ETN: Saddle sales have held up well this year. However, high demand appears to have caused supply issues for some manufacturers. As ETN goes to press, what are your lead times for delivery?

Simon Middleton: Ten weeks is our current lead time for saddles that we do not have on our range plan [core collection of popular sizes and widths that Zebra Products aims to keep in stock at all times]. If we have a saddle in stock, we can get it to our customers on next-day delivery.

What styles and types of saddle are currently most popular?

Virtually all dressage saddles sold now are single flap. Riders like the close feel they give to the horse; plus everyone now uses a short girth with a dressage saddle, so there’s no need for a Virtually all dressage saddles, like the double flap. Our bestEquipe Olympia, are single flap. selling dressage model is the Equipe Olympia.

We sell equal numbers of single and double flap jump saddles.

Eventers generally like single flap saddles and show jumpers prefer double flap ones. Our best-selling jump saddle is the Equipe Expression.

Adjustability is a big thing right now in the UK. Some saddles can be adjusted in the field, others can be adjusted at the bench.

Are customers still keen on bling, colours and adornments?

What’s the fashion for 2022?

Piping is still popular with show jumpers. They like to match their stirrups with the piping.

We’ve just taken an order for a major influencer who is a dressage rider. She’s chosen a black Amerigo dressage saddle with pink piping and stitching!

Name plates are always popular. In the past, we mainly sold

brass ones but black ones are now very much ‘in’ as they are more discreet. They don’t highlight any rider movement either.

How does a retailer or person go about becoming an Amerigo or Equipe stockist?

We ideally like to work with existing qualified saddle fitters.

However, some of our most successful fitters come from a professional groom or horse body-working type of background. It really helps if the fitter can actually ride - then they can relate to their customers completely.

Do you feel saddle fitters and retailers could make more of addon sales via girths, saddle pads, stirrups etc? If so, how?

For sure! Many saddle fitters have the same kind of mentality as vets and GPs. They’re great at what they do, but they’re not natural sales-people. They’re so super-focused, and quite rightly so, on getting the fit of the saddle 100% correct that they miss the great add-on opportunity.

Currently our biggest sellers of stirrups, leathers and girths are online retailers. This could definitely be skewed differently.

What do you predict will be the next ‘big thing’ in saddles?

I think saddle fitting with a sensor could be the next big thing because it enables riders actually to see the difference in their horses when they try different saddles. How does each saddle change the stride length, jump shape, balance and so on?

Previously this opportunity only presented itself to elite team riders in a federation style environment. But I predict everyday riders will soon be wanting this information so that they can make informed decisions Zebra Products’ best-selling jump saddle is the about which saddle Equipe Expression. to buy.

Side saddle essentials Abbey England is the only UK wholesaler to stock a wide range of traditional side saddle fittings.

These include Champion & Wilton fittings, Mayhew Safety Bars (pictured), and hook and eye sets.

Abbey England also offers saddlers all the materials required for side saddle repairs, such as pigskin hides (pictured), Sedgwick saddle butts and wool serge.

Bench saddlers will also find a vast selection of saddle and bridlemaking accessories, saddle trees and workshop materials available at Abbey England.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 19

ETN | SADDLES, LEATHER AND LEATHERCARE

GOOD FOOD FOR LEATHER

NAF takes care of leather as well as horses.

Sheer Luxe Leather Balsam is an intensive conditioner designed to penetrate and nourish tack, keeping it luxuriously soft and supple. With a free sponge inside for easy application, the RRP is £10.99 for 400g.

For a luxurious finish, Sheer Luxe Leather Cleanse & Condition’s deep cleansing formula is easy to use and leaves a non-sticky, natural finish. The is RRP £10.99 for 500ml.

Sheer Luxe Leather Food nourishes tack with its luxurious, rich lotion. It’s ideal to revitalise and moisturise recently cleaned or new leatherwork. The RRP is £10.99 for 500ml.

Saddle fitter’s friend The Queen’s Award-winning SMART saddle range is the perfect addition to any saddle fitter’s stock, says supplier Solution Saddles.

SMART saddles combine the benefits of FlexTech technology with a traditional close-contact feel.

The design flexes with the horse to allow for seasonal shape changes and unrestricted movement over the back and shoulder while maintaining stability and security for the rider.

The range includes discipline specific saddles plus customised options such as personalised cantle designs, suede, calfskin and patent leathers, a choice of piping colours and Swarovski crystals.

Solution Saddles offers a ‘zero investment - zero risk’ policy, whereby all training and demo stock is provided at no cost to the saddle fitter.

REVIVE AND PROTECT

Absorbine offers an array of preparations designed to revive and protect all leather products.

Among them is Leather Therapy, an innovative system that deep cleans and conditions. This clever collection even enables your customers to clean leather in the washing machine.

Meanwhile, Leather Therapy Restorer and Conditioner inhibits mould and mildew in leather.

The popular Horseman’s One Step is a quick, all-in-one cleaner and conditioner that keeps tack soft and pliable, protecting it against drying and cracking.

20 | EQUESTRIAN TRADE NEWS DECEMBER 2021

HOW TO LOOK AFTER LEATHER

Leather is a living material requiring consistent care, says Tim Philbey of Bates Saddles.

A well-conditioned leather saddle, like the one pictured, feels soft and easy to work in the hand. The leather surface, while maintaining its body and strength, is smooth with a rich depth of colour.

If the colour of a customer’s saddle is starting to fade, or the leather is drying out and becoming stiff and boardy with signs of premature wear to the surface grain, the leather needs replenishing with a suitable product.

Once the surface grain is worn away, the individual fibres become exposed, loose and may pull away. The leather will then continue to wear rapidly until a hole appears.

Leather is incredibly resilient and, generally, wear can be treated and even reversed, if action is taken early and the right product is worked in.

If leather is very dry, it can be beneficial to leave a dressing on overnight. A rich, wax-based balsam, worked well into the leather, is ideal.

Such a product will buff and polish the surface, while lubricating and knitting the exposed fibres to recreate a protective surface layer and halt premature wear. Damaged leather can be restored over a couple of weeks.

Our photograph shows the difference between two high-wear areas, one with balsam applied, the other without.

Customers should be cautioned about using too much oil. ‘Overdressed’ leather can lose its ‘substance’ and become malleable and weak – and this is more challenging to reverse. In particular, the girth straps of a saddle should never be oiled, as we don’t want them to stretch during use.

Most customers will need to ride in the rain. The best tip for them is to apply a light layer of balsam before each ride. This will help repel moisture (and sweat) from the leather by creating a protective barrier.

Understanding your customers’ leather care needs ensures you’re the first place they visit to receive the right advice and products like leather creams, balsams and saddle covers and bags.

Jump to it The Jeffries Mono Jump saddle is designed to provide the rider with the seat security and comfort.

The single flap allows for a close contact feel with the horse.

This saddle is available with three tree options - Sport, Liberty and XP - and a choice of flap lengths.

WWW.EQUESTRIANTRADENEWS.COM

Bringing together cutting edge design and time-honoured craftsmanship

From exquisite hand-crafted saddles to gorgeous bridles and accessories there’s something for every horse rider.

You can be assured of top quality representative of British style, craftsmanship and heritage.

For more information and to view the full range visit frankbaines.com.

www.frankbaines.com Northcote Street, Walsall, West Midlands. WS2 8BQ  +44 (0)1922 640847  enquiries@frankbaines.com

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@FRANKBAINESSADDLERY EQUESTRIAN TRADE NEWS XXXX 2020 | 21

ETN | SADDLES, LEATHER AND LEATHERCARE

Side by side

Side saddle specialists can be as hard to find as the saddles themselves. Bill Gibson meets one of these rarities - Clare Barnett.

P

eriod TV dramas such as Downton Abbey have a lot to answer for. They’ve certainly had an effect in equestrian circles.

The beauty and elegance of ladies riding side saddle, hunting or hacking, impressed a new generation of women wanting to try it for themselves. Riding schools started offering classes for beginners, shows began adding side saddle classes, and so the demand for saddles soared.

That’s when difficulties began. Very few new saddles were being made and those that did appear could cost two or three times as much as a standard astride saddle. The search was on for second hand options.

Junk shops, farm sales, barns or lofts gave up some treasures but then came the next problem. Many were worn or damaged making them unsafe to use. And that’s when Clare Barnett’s expertise was suddenly in demand.

Clare’s first encounter with a side saddle was having lessons as a child in the mid-seventies but she didn’t follow it up until much later. Years afterwards, a road accident led to her leaving her job as a nurse and taking a course in hand-stitching leatherwork.

Soon she was producing a range of items for sale. From there it was a short step to linking her new found skill and her passion for riding and she set out on the road to becoming a saddler.

A 100-year-old Owen saddle tree for restoration.

Being too old for an apprenticeship and too late for a college course, Clare enrolled instead at the Saddlery Training Centre in Salisbury. Then followed seven years in the workshop necessary for her to qualify as a Master Saddler.

Soon seeking a new challenge, she identified an area of the trade lacking adequate provision. From attending shows, Clare was aware that interest in side saddle riding had revived and that there was a shortage of side saddles and suitably qualified saddlers.

The next obvious step was then to learn the art of side saddle construction and repair. She successfully applied for a scholarship with the Queen Elizabeth Scholarship Trust (QEST), an educational 22 | EQUESTRIAN TRADE NEWS DECEMBER 2021

Not a great deal has changed: A modern side saddle tree.

charity founded in 1990 by the Royal Warrant Holders’ Association.

With the benefit of QEST funding, Clare found herself back at the Saddlery Training Centre. This time her tutor was Richard Godden, the last remaining side saddle maker to have worked for the greatest name in the trade, Champion & Wilton.

Mr Godden, although now in his eighties, is still as keen as ever to share his skill and knowledge with students. And in the summer of 2013, Clare obtained the qualification she was seeking.

The construction process of any saddle starts with the tree, a frame of wood and metal, necessary to form the firm foundation to distribute the weight of the rider.

This is first wrapped in webbing, then a thick layer of wool or similar padding before the hand-stitched leather outer skin is fitted.

Construction of a side saddle is more complex than an astride version because of the need to include two leather covered ‘hooks’ (pommels) on the nearside. The rider rests her right leg over the top pommel and places her left leg under the lower one as her left foot goes into the stirrup.

Some of the side saddles brought to Clare for repair are one hundred or more years old - the oldest so far was mid-nineteenth century - a credit to the original makers such as the Owen brand.

Saddles usually have to be stripped right back to the tree then reconstructed. This can create a problem as many are too narrow for modern horses.

In their heyday, side saddles were used extensively in the hunting field on quality blood-type horses which were very fit and lean. Present day usage is mainly on the show circuit, particularly showing classes, where the horses are likely to be cobs or the larger native ponies.

The side saddle must fit Clare Barnett hand-stitching in her horse and rider. Horses are workshop. fitted in a similar way to an WWW.EQUESTRIANTRADENEWS.COM

t tan ul

Ma ste r

e Fitting C l d d on s Sa

The webbing in place on a tree during repair.

astride saddle, but the seat for the rider is measured by length and two width measurements.

Clare covers her side saddle seats with doe skin, the finest leather in her collection. Doe skin is also light and soft but not shiny or slippery like full grain cattle leather.

The side saddle seat is longer and flatter than an astride saddle as it has to accommodate more of the rider (the bottom and the crossed-over leg). The weight on it is unevenly balanced too, and for this reason each saddle is ideally fitted for one particular rider.

It can take Clare as long as three or four months to make a saddle from scratch, not least because urgent repairs have to be fitted in and she’s out of the workshop two days a week fitting saddles. In addition, she does about five complete restorations each year.

What of the future for aspiring side saddle specialists? Basic instruction is available at Capel Manor College in Enfield via a twoyear diploma course aimed primarily at complete beginners.

Trainees with some experience can attend The Saddlery Training Centre. In both cases an apprenticeship to a Master Saddler must follow during which a minimum wage is paid.

According to Clare, it’s not until the third year that an apprentice’s contribution leads to a profit. Some limited funding is available through the Millennium Apprentice Fund from the Worshipful Company of Saddlers.

Today, Claire is based at Bearhouse Saddlery near Fordinbridge, Hampshire.

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More information: Dr. Gerry van Oossanen Tel. +33­6­02079836 msfc.nl@gmail.com

Customers who have found old side saddles bring them to Clare for restoration.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 23

ETN | SADDLES, LEATHER AND LEATHERCARE

“You can’t stand still in this business”

COVER STORY

December 2021 Volume 45, No

10

IN THE HOT SEAT Saddles special

TRADE FAIR NEWS New era for

BETA Internation

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ETN is the official media partner of BETA International

PLUS

• THE SECRETS OF GOOD GIRTHING • PEOPLE AND PRODUCTS • ENGAGING CUSTOMERS ON SOCIAL MEDIA

2022

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

Main Sponsor

Frank Baines Saddlery celebrates its 40th anniversary this year. Yet the future matters most to this far-sighted Walsall company.

A winning saddlery family: from left, Victoria Coleman, Frank Baines and Garry Bains with Frank Baines Saddlery’s Best in Show award, one of many accolades collected at the Society of Master Saddlers National Competitions.

A

new jump saddle for 2022, a sister brand unveiled, developments in hi-tech saddle fit adjustment…

Frank Baines Saddlery has always been ahead of the curve when it comes to innovation. But what’s not changed four decades on is the way every saddle is hand-made by traditional methods using best quality materials.

Founded by Frank Baines in 1981, the saddlery has been run by his son Garry Baines and daughter Victoria Coleman since 2016.

IN THE BLOOD

Saddle-making is in Frank’s blood, with family connections to the trade going back more than 200 years.

He was inspired as a young boy by his bridle-making grandfather, and his great-great-grandfather. The latter reputedly walked the 40 miles from his home to Walsall aged 13 to become a saddle-maker.

Frank became a saddler’s apprentice at 15. After many years’ learning his craft, he began winning awards and recognition for his saddle-making skills. When the factory where he was working burned down, he decided to go it alone.

Frank and his wife Jane, a leather machinist, set up a makeshift workshop in their kitchen, making saddles for one customer. They soon started exhibiting at trade events, and the business began to grow.

Fast forward a decade, and Frank Baines was supplying saddles to 20 countries.

BRITISH VALUES

The saddlery’s reputation for making hand-crafted saddles - representing British style, good quality and artisan values – undoubtedly contributed to its export success.

Saddles are still made to each individual horse and rider’s measurements and specifications – because a saddle that’s comfortable for the partnership improves performance.

FOCUS ON FIT

Equine welfare always comes first for Frank Baines Saddlery, hence the focus on fit. Saddles are sold exclusively through a network of qualified saddle fitters who work directly with horse/rider end-users.

24 | EQUESTRIAN TRADE NEWS DECEMBER 2021

An online ordering system enables stockists to access vital information anywhere, anytime.

COMMITMENT TO TRAINING

Frank has a passion for training and ensuring traditional skills are kept alive.

In 1991, amid a shortage of skilled workers, he set up a training programme leading to the national Skill Assessment and Qualification Scheme for Saddlers.

Frank Baines Saddlery went on to be awarded the first National Training Award, presented by HRH The Prince of Wales.

The company also received letters from Prince Charles and the then prime minister John Major, both of whom commended the development of a strong workforce to secure the future.

Despite being retired, Frank still serves on the board of the Worshipful Company of Saddlers. He was instrumental in the establishment of Walsall’s Leather Skills Training Centre too.

40,000 SADDLES IN 40 YEARS

Over the years, Frank Baines Saddlery has scooped more than 30 awards for its saddles and, more recently, for Build My Baines - a first-of-its-kind digital saddle configurator.

The company manufacturers 92 different saddle models across the dressage, jumping and GP disciplines. With so much scope for customisation, there are thousands of options to choose from.

Of the more than 40,000 saddles manufactured by this saddlery in 40 years, the Elegance dressage saddle is its long-running bestseller.

More recently, the Operetta – with its sleek, striking design and capability of giving horses freedom of movement - has become very popular.

LOOKING TO THE FUTURE

"Horses and riders are ever-changing,” says director Garry Baines.

“To keep ahead, we’re constantly coming up with new designs for saddles and trees.

A shining example is a new jump saddle, the Sherzo, due for launch in early 2022 and which has been developed in consultation with saddle fitters.

“It’s currently being tested, and feedback so far has been really positive,” says Garry. “We’re truly excited about this saddle; we haven't had a new jump saddle for a while.”

Innovation remains key to success at Frank Baines Saddlery. The company was an early adopter of TreeClix, which allows fit to be adjusted without changing the tree.

"In this business, you can't stand still,” acknowledges Garry.

“We’ve also launched a new bridle range and a sister brand, Coleman Baines, selling quality sporting accessories and handmade leather goods.”

It looks likely that the next 40 years at this well-regarded Walsall saddlery will be just as innovative as the last… Watch this space.

WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN 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

Is there a ‘beta’ way to understanding ‘omegas’?

By Sami Hodgson BSc (Hons), MSc (Hons), AFHEA, nutrition and customer service advisor at Science Supplements.

Photo: olgaru79 / Shutterstock.com

EPA and DHA supplementation has been shown to accumulate over time through supplementation, and to result in improved markers of arthritic joint health.

Y

ou will definitely have heard of omega-3s, but how might these be relevant to our equines, and are they effective?

The term ‘essential fatty acid’ describes a group of compounds that are: • Essential – they cannot be synthesised by the body and are required for essential biological processes, so must be consumed via the diet • Fatty – a fat, but not a fat that is solely used as an energy source • Acid – they contain a carboxyl group (-COOH) at one end of the chain and a methyl group (CH3) at the other (functionally speaking, an acid, but typically weak)

WWW.EQUESTRIANTRADENEWS.COM

Essential fatty acids can be further distinguished as either omega-3 or omega-6. The ‘3’ and the ‘6’ simply describe the position of a double bond from the methyl end of the acid. This end of the fatty acid is the most stable, and while seemingly very similar, the location of these bonds relate huge differences in their biochemical properties and nutritional significance.

BIOLOGICAL SIGNIFICANCE, IN A NUTSHELL

The outer membranes of cells are made up of phospholipids, which each contain two fatty acids. When signals request the release of these fatty acids, they are processed/modified to produce eicosanoids. The CONTINUED OVER THE PAGE

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 25

ETN | CPD FEATURE transformation of these fatty acids into eicosanoids is one of the most significant pathways of action, because eicosanoids are signalling molecules that have variable effects based on their predecessor, and the net action of these eicosanoids will therefore be heavily influenced by the proportion and type of fatty acids that created them.

Eicosanoids are compounds that regulate homeostatic and inflammatory processes. Many equine owners will be familiar with non-steroidal anti-inflammatory drugs (NSAIDs) - when their horse is prescribed ‘bute’, and they go home to take some ibuprofen to help with the headache of worrying over said horse. These are both examples of using NSAIDs. They are a common strategy for impacting this eicosanoid process, as they inhibit the actions of certain eicosanoids during inflammation. The effectiveness and popularity of these drugs is an example of the significance of understanding this pathway, and the impact of moderating it.

OMEGA-3 VERSUS OMEGA-6

Both omega-3 and omega-6 compounds exist in variable iterations, however some of the most relevant and biologically significant are: • Omega-6s: Linoleic acid (LA) can be converted to -> arachidonic acid (AA) • Omega-3s: Alpha-linolenic acid (ALA) can be converted to -> eicosapentaenoic acid (EPA) and then -> docosahexaenoic acid (DHA) Arguably, these converted versions (EPA, DHA, AA) are the most biologically active. The fatty acid AA is in itself essential, but the eicosanoids and other resultant compounds have proinflammatory effects that have been associated with conditions such as rheumatoid arthritis, psoriasis, thrombus formation associated with heart attacks, and gastrointestinal disorders. By contrast, EPA and DHA result in eicosanoids and other resultant compounds that are anti-inflammatory in action.

ALA (O-3) and LA (O-6) share the same systems that metabolise them, as well as absorption channels, which means that both the ingested quantity and proportion are relevant.

Theoretically, this means that promoting conversion of ALA into EPA and DHA would be achieved by a lower LA:ALA ratio, but in trials this has been significantly less effective than direct consumption of EPA and DHA, which removes a considerable amount of dependency on this ratio.

In humans, the conversion rate of ALA has also been shown to be poor. Increasing EPA and DHA consumption will therefore not only fuel an anti-inflammatory pathway, but also result in the decreased availability of AA to be converted, and inhibit its conversion efficiency into proinflammatory eicosanoids.

The relationship between eicosanoids and their fatty acid mediators is among the most complex and challenging pathways to map in a physiological context, so a gross simplification is needed to summarise this relationship. Simply speaking, omega-3 fatty acids are nutritionally functional because their increased abundance and action modifies inflammatory signalling pathways.

Both humans and horses have experienced significant nutritional changes in the time since the industrial revolution, and believe it or not, this has a lot to do with the benefits of focusing on omega-3 fatty acids.

We now consume more omega-6 fatty acids; in the past 100 years, our consumption of LA has doubled, and there is much suspicion that a variety of diseases are related to this. Examples of foods high in omega-6 fatty acids include safflower (cooking oil), sunflower, corn and soybean, whereas omega-3 fatty acids are most commonly high in oily fish and other marine sources (as algae is a primary source of EPA and DHA, its typically found in food chains related to it), though it’s also found in chia seeds and flaxseeds (linseed) in ALA form.

26 | EQUESTRIAN TRADE NEWS DECEMBER 2021

THE BENEFITS

In 1975, fatty acid composition was compared between Greenland Eskimos, and people living in Denmark. Significantly lower LA and higher EPA levels were recorded in Greenland Eskimos, with omega-3 fatty acids being responsible for them having healthier blood pressure and arteries, and a low rate of heart disease despite eating a high fat diet.

Research has developed significantly since, and found wide ranging benefits extending to not only cardiac health, but neurological, metabolic, anti-cancer, tissue repair, joint, and autoimmune diseases. Because of their anti-inflammatory effect, they are clearly supportive where symptoms are related to inflammatory reactions.

The studied benefits in horses relate clearly to inflammatory modulation, and therefore may be helpful when considering a range of conditions, such as osteoarthritis, equine metabolic syndrome (EMS), laminitis and respiratory diseases, among others.

The further benefits that have been well established in human literature provide a good basis for further understanding of applications with equines, and may hint at a litany of benefits not yet fully established in research. There are certainly suggestions of benefits that also extend to the health of breeding stock, high performance horses and skin conditions.

EQUINE RESEARCH

• Osteoarthritis: EPA and DHA supplementation has been shown to similarly accumulate over time through supplementation, and to result in improved markers of arthritic joint health. There is compelling research demonstrating the net effect of in vitro modulation of the synovial inflammatory response in equines, and a clear, substantiated basis for nutritional support as a prevention or treatment of osteoarthritis.

• Metabolic health: In an oral sugar test, horses with EMS that had been supplemented with DHA for 46 days did not have an increased insulin response, compared to control horses that did, exemplifying preliminary data to support a role in modulating metabolic parameters in diagnosed horses. Other research has also shown DHA supplementation to result in significantly lower baseline insulin and glucose concentrations, and improved insulin:glucose ratio.

• Respiratory health: In a pilot study of horses with inflammatory airway disease (IAD) and recurrent airway obstruction (RAD), DHA supplementation was associated with clinical improvements in cough scoring, lung function, and cytology.

On the basis of current research and inflammatory modulation, supplementation is included in the American College of Veterinary Internal Medicine’s (ACVIM) revised consensus statement for IAD in horses. It has also been suggested as worthy of exploration in regards to supporting against exerciseinduced pulmonary haemorrhage.

THE TAKEAWAY MESSAGES?

• There is a solid foundation of documented benefits to supplementing omega-3s EPA and DHA in equines • Sources of omega-3s based on ALA (such as in linseed), cannot be relied on for these benefits due to poor conversion (products stating high in generalised omega-3 does not equal effective) • Supplementation has the potential to be particularly impactful in equines who are suspected of having, or have been diagnosed with osteoarthritis (or other orthopaedic conditions where inflammation is a factor), equine metabolic syndrome, history of laminitis, and a range of respiratory diseases or respiratory challenge.

• Research in humans hints at far more benefits beyond that, with more research in this area certainly warranted.

For full list of references: see www.equestriantradenews.com

WWW.EQUESTRIANTRADENEWS.COM

RAMA CPD Questions December 2021 ETN

CPD FEATURE | ETN

RAMA CPD (nutrition) QUIZ

SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW.EQUESTRIANTRADENEWS.COM (CPD section). TWO CPD POINTS

1. What do the ‘3’ and the ‘6’ mean, when referring to omega-3 and omega-6?

The length of the chain a.

The amount of carboxyl groups b.

The position of a double bond c.

How fatty they are d.

2. How important are omega-3 and omega-6?

Both are essential, and must be consumed through the diet a.

Omega-3 is essential and must be consumed, but omega-6 is not b. important Both are important but it is not possible to become deficient in either c.

Neither are nutritional compounds d.

3. What is an eicosanoid?

An essential fatty acid that is polyunsaturated a.

A toxin that promotes inflammation b.

A compound that produces fatty acids when there is inflammation c.

A compound produced from fatty acids, that regulate homeostasis d. and inflammation 4. Which of the following combinations are all omega-3 fatty acids?

AA, ALA, and EPA b.

ALA, EPA, and DHA a.

ALA, DHA, and LA d.

LA, AA, and EPA c.

5. When it comes to omega-3s and omega-6s, which strategy is most important? a.

Only the proportion they are consumed, as omega-3 should be higher than omega-6 Only the quantity they are consumed, as long as there’s high omega-3 b. intake, omega-6 doesn’t matter Only the type that’s consumed, as long as the omega-3 is consumed as c.

EPA and DHA it’ll be effective The proportion, quantity and type should all be considered in a holistic d. approach as much as is possible

6. What should be looked for in ingredient and composition information, to be sure a product will be impactful? a. b. c. d.

‘is naturally high in omega-3’ ‘an excellent source of omega-3 fatty acids from natural ingredients’ ‘contains EPA and DHA (at species relevant inclusion rate)’ ‘contains all the essential nutrients’

7. How confident can we be about the research into beneficial effects of supplementing omega-3? a.

Very confident – quality research in all species numerous, unquestionable, and all in agreement Confident – quality research in other species numerous, strong agreement, b. and research in horses provides a compelling foundation for use and future research Unsure – preliminary findings compelling, but largely based on other c. species and we should be cautious Very unsure – minimal research findings to base an approach on, and d. more needed before advising use 8. Why are omega-3 fatty acids beneficial?

They produce compounds with anti-inflammatory effects a.

They limit the efficiency of production of compounds with inflammatory b. effects They counter-balancer the significant increase in omega-6 fatty acid c. consumption over the past 100 years All of the above d.

9. For which group of conditions in horses might omega-3 supplementation be most impactful? a. b. c. d.

Osteoarthritis, metabolic, laminitis, respiratory Metabolic, breeding, high performance, respiratory Osteoarthritis, respiratory, skin conditions, laminitis Breeding, metabolic, osteoarthritis, skin conditions

10. How should omega-3s be fed?

Occasionally when needed, if there are inflammatory symptoms a.

Every day but changing the amount each day based on visual assessment b.

Every day, regular intake is essential c.

On a monthly basis in one large feed d.

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

Challenging Conditions demand premium leather care Absorbine® offers an array of leather care products designed to help your leather last longer by reviving and protecting it from the inside out. Ÿ

Leather Therapy®, an innovative system that deep cleans, conditions and even lets you clean leather in the washing machine.

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Leather Therapy Restorer & Conditioner protects leather from damp especially during storage.

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Horseman’s One Step® is a quick all-in-one cleaner and conditioner.

Available from your regular Absorbine® supplier. absorbine.co.uk

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EQUESTRIAN TRADE NEWS DECEMBER 2021 | 27

ETN | 2022 BETA BUSINESS AWARDS

HUNT IS ON FOR THE BEST IN THE BUSINESS The 2022 BETA Business Awards ceremony will take place alongside the BETA Conference next March in the Midlands.

Here’s how you can nominate companies and individuals.

W

inners of BETA Business Awards are people and businesses who go above and beyond for the benefit of the equestrian industry.

To make sure your favourites get through to the finals, check out the list of awards below – and make a nomination.

BETA EXPORT AWARD

Companies of varying sizes showing substantial and sustained increases in export activity over a three-year period can be entered for this award.

Nominations: Submissions should include details about the level of export and growth in relation to the size and turnover of the company, planning and strategy, and the degree to which the products or services have been adapted to an export market. Applications will be judged by an independent panel.

Entry deadline: 4 February 2022

WEATHERBEETA GROUP RETAIL EMPLOYEE OF THE YEAR

Nominations are sought for employees showing excellent customer service, great product knowledge and a passion for professional retailing. The winner will receive a cash prize in addition to the award and his or her employer will be given BETA training vouchers.

Nominations: The award is designed for shop-floor staff rather than managers. Nominations are invited from employers or sales representatives. An independent judging panel will compile a shortlist, then a period of interviews will follow to decide the winner.

Entry deadline: 24 January 2022

TSM MARKETING EFFECTIVENESS AWARD

This award celebrates effective communications and the increased value a company’s marketing campaign has brought to its brands.

Marketing plans and activity will be put under the spotlight to see how different aspects, including in-store and show-circuit 28 | EQUESTRIAN TRADE NEWS DECEMBER 2021

ZEBRA PRODUCTS RETAILER OF THE YEAR

An award for tack shops and feed merchants – whether or not they are BETA members – that relies on customer nominations, the Zebra Products Retailer of the Year award is divided into two categories: Equestrian Retail Store and Online/Mail Order Retailer.

Nominations: Customers can nominate a retailer by completing a nomination form in-store or by filling in a form on the BETA or Zebra Products websites. Alternatively, retailers can add their details to forms to make it as easy as possible for customers wishing to nominate them. On receipt of nominations, retailers will be sent a questionnaire by BETA for them to complete and return to the trade association by 7 February 2022 to be considered for the next stage of judging. Shortlisted companies will be put forward to a vote by BETA trade members. This award also involves independent mystery shoppers and incognito telephone calls organised by the trade association.

Entry deadline: 31 January 2022

EQUINE CAREERS SALES REPRESENTATIVE OF THE YEAR

This award is open to both employed and self-employed sales representatives and agents, and is given to the individual judged outstanding in his or her approach to customer service.

Nominations: Retailers and suppliers are invited to submit nominations, stating why they feel their nominee deserves to win. The final decision will be made by a combination of BETA members’ votes and an interview with each finalist.

Entry deadline: 31 January 2022

promotions, mass media advertising, sponsored riders and social media, play a powerful role in helping to solve business problems and generate revenue.

Nominations: Retailers and suppliers are invited to put themselves forward for this award. Judging will reward the contribution marketing has made to business improvement and, because of this, low- or no-budget entries are encouraged.

Entry deadline: 24 January 2022 WWW.EQUESTRIANTRADENEWS.COM

2022 BETA BUSINESS AWARDS | ETN

STUBBS ENGLAND NUTRITIONAL HELPLINE OF THE YEAR

The company considered to offer excellence in nutritional advice and service to customers – consumer, trade and retail – wins this accolade.

BETA LIFETIME ACHIEVEMENT AWARD

This award celebrates an individual who has made a long-standing and significant contribution to the equestrian industry.

Nominations: Biographical details of the nominee are invited from all sectors.

Entry deadline: 15 February 2022

CITATION TRADE SUPPLIER OF THE YEAR

The manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailer requirements will win this award.

Nominations: Retailers can nominate the supplier they judge best and suppliers can nominate themselves using the official application forms. Shortlisted companies will be judged by an independent panel of judges.

Entry deadline: 31 January 2022

Nominations: Customers can nominate via the BETA website or download a nomination form from the BETA or STUBBS ENGLAND websites and post it to the BETA office. A shortlist will be drawn up for final judging, which will include incognito calls.

Entry deadline: 31 January 2022

How to nominate

Nominations can be made by completing a form or link on the BETA website, beta-uk.org. Forms should be sent to the BETA office by post to BETA, East Wing, Stockeld Park, Wetherby LS22 4AW, or email to info@beta-uk.org.

Please provide the name and award category, reason for nomination and your own name and address. Supporting information can be included where appropriate.

Entries must be received by the deadlines stated. Help and advice on making a nomination is available by contacting Agy Mossakowska in the BETA office tel 01937 587062.

Spring networking opportunity

The BETA Business Awards ceremony will take place alongside the BETA Conference in March 2022 in the Midlands.

The industry gathering will be a great opportunity to get together with colleagues and contacts, and to celebrate the achievements of the trade’s heroes. Planning and preparations are underway with further details, including prices, available shortly.

ETN | SUPPORT FOR RETAILERS

Working together for the good of the horse

NAF’s Jonathan Canty, one of two senior area sales managers in NAF’s twelve-strong area sales management team, reveals what daily life looks like when working for the leading supplement and care product manufacturer.

Jonathan Canty: “We remain in constant contact with our retailers.”

M

y role takes me all over the East Midlands and East Anglia.

I also mentor and support our area sales managers within the Eastern region.

I’ve had the pleasure of working in sales for NAF for 21 years now. And while the company and the role have developed, there’s always one constant – we’re here to support our loyal and valued retailers on a daily basis.

We are an industry united by our passion for horses, and we love working with customers who want to work together for the good of the horse. Many members of the NAF Sales Team are horse owners or riders, giving us a deep understanding of what the enduser is looking for from our products.

My typical day doesn’t exist; the daily tasks can be varied and involve an element of critical thinking. But across the entire sales force, our attention to detail and organisation is what makes us stand out.

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All calls - be it in person, on the phone or via Zoom – are planned one month in advance. This means we can ensure that each retailer gets the attention to detail they deserve, as well as regular updates on their stock levels. That way, we can help each retailer to deliver the best possible service to the consumer.

Each and every member of the NAF sales team is out on the road for the majority of the day. It’s important to us to maintain that face-to-face contact where possible, and restrictions permitting of course. That said, we make good use of appropriate technology, always making sure we opt for retailers’ preferred communication channels.

During each month at NAF, we follow our call plans. When we’re on site with a retailer, we carry out a number of different tasks which include overall retailer support, merchandising, stock taking, problem solving and training.

One of our more bespoke services is offering our merchandising expertise. While most larger stores are responsible for their own merchandising, we work really closely with our smaller stores to offer solutions that will benefit them and ultimately generate sales.

As a brand, we’re always working to stay ahead of current trends in the market. But the beauty of the depth of our range is that we can be flexible in our campaign development for a retailer.

We can segment the products for a particular idea, giving us the opportunity to be both proactive and reactive depending on the scenarios with which we’re presented.

There are of course seasonal campaigns that we work on too; and our Five Star products are always at the forefront of our minds.

Currently, we’re looking at our winter specific campaigns as we close one year and head towards beginning another.

We’re always on hand to offer advice on stock layout and turnover. From a marketing angle, our labelling is key to the overall feel and look of each product. Our packaging means that we can enhance any ‘Wall of NAF’ displays and alter these to fit any of the more challenging layouts in store.

Outside of our ‘in person’ support, we all remain in constant communication with our retailers via email and phone throughout the working week to ensure that we’re delivering the best customer service possible.

“Each and every member of the NAF sales team is out on the road for the majority of the day. It’s important to us to maintain that face-to-face contact” WWW.EQUESTRIANTRADENEWS.COM

SUPPORT FOR RETAILERS | ETN

The depth of NAF’s Five Star range means area sales managers can be flexible in their campaign development for retailers.

We also offer our customers further support from our in-house sales admin team who are available during office hours. Not only are they able to help our customers with any queries, they can also be an immediate point of contact should we be on calls or unavailable for any reason.

Our product range has been a mainstay of bricks-and-mortar retailers for many years and we’ve seen a number of retailers diversify to offer an online order function.

There are, of course, some retailers who sell purely online, and we support them remotely via email, phone or video call but still with the same level of service. Online only retailers are integrated into the call plan in the same way, and we work with them to ensure that the journey to the right products on the site is consumer friendly.

Over the last eighteen months, the strength of our relationships with our retailers has shone through. We received great support for our products and we reciprocated by making sure that we

continued to offer the same level of service throughout what were totally unprecedented times.

NAF is a UFAS (Universal Feed Assurance Scheme), GMP+ (International Feed Assurance Scheme) and BETA NOPS (Naturally Occurring Prohibited Substances) accredited company and this enables us to guarantee full traceability on all the natural ingredients we use in our formulations, which are also selected in compliance with the guidelines for Clean Sport.

NAF is dedicated to our customers and their horses and all of our campaigns are designed to provide an understanding of how we can help improve a horses’ diet, performance, health and wellbeing with our range of nutritional advanced formulas, supplements, topical applications and care products.

Our premium range of Five Star brands include Superflex, Superflex Senior, PROFEET, Optimum, Magic, Oestress and Respirator Boost - with quality at the heart of everything we do.

Area sales managers can help retailers create a ‘Wall of NAF’ like this one at Hog House Animal Feeds, near Helston, Cornwall.

Effective merchandising generates sales. NAF’s area sales managers are on hand to help create bespoke seasonal displays.

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Get in touch: If you’d like to talk to the team at NAF about becoming a stockist, get in touch with their friendly team today for more details. Contact the NAF Sales Office on 01600 710764 or email blong@naf-uk.com.

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 31

ETN | SUPPORT FOR RETAILERS

Your success is their success

It’s why suppliers work hard for their stockists.

O

wners absolutely love talking about their horses. And when horses are concerned, there’s never a shortage of high and lows to discuss.

That’s why – in spite of the internet and all its conveniences - the bricks-and-mortar saddlery shop with its knowledgeable, friendly staff still thrives.

It’s no doubt the same in other niche sectors, from cycling to needlework; participants want to talk to like-minded people, get advice and recommendations, and chew over stuff no-one else understands.

Shopping locally – and coming home with the goods on the same day – appeals to many too.

Of course, the power of the specialist retailer is not lost on suppliers who are more alert than ever to looking after their stockists. Although some are better at it than others…

In a straw poll of retailers, ETN discovered that the number one gripe against suppliers is poor communication.

ONLINE ASSETS GALORE

The recent relaunch of its Trade Portal is just one of the ways in which Dodson & Horrell supports retailers.

Accessed via Dodson & Horrell’s website, merchants will find useful information including feeding guides, brochures, product images, data sheets, seasonal price promotions and marketing assets.

This information can be useful when advising customers on nutrition and horse care, and used by retailers in their customer communications.

Also included are social media assets that can be downloaded directly from the site and used to promote sales of D&H products. For instance, as part of D&H’s Weigh in Wednesday campaign, retailers have been encouraged to join in and use the assets in the portal to help support this important initiative.

FREE FEED REVIEW

In addition, D&H’s new Feed Review service is free to retailers and consumers to use.

A core part of D&H’s support to elite competition yards and racehorse trainers, Feed Review is now available to all horse and pony owners. It’s easy to use, taking just five minutes, is unbiased and a unique, personalised feeding evaluation service and planning tool.

Feed Review provides an overview of a horse’s current feeding plan and gives bespoke feed recommendations from D&H’s veterinary and nutritional experts. Pairing it with D&H’s Forage Analysis service creates a comprehensive nutritional consultation.

The Feed Review is accessed via D&H’s website. Trade customers can also use the company’s dedicated helpline on 01270 782223 or online LiveChat – all free of charge.

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Current supply glitches have exacerbated the problem.

If a retailer is told an order won’t be arriving until next Tuesday, that’s deemed acceptable. But non-communicative suppliers must realise is that it’s the retailer who ultimately has to face the consumer and explain why what they want to buy isn’t in stock. It’s always the stockist at the sharp end!

Hot on the heels of communication, retailers want suppliers to be more environmentally conscious. Too much plastic wrapping and non-recyclable packing materials were quoted as the main culprits.

But reassuringly, when we’re all Zoom-ed out, retailers still love to see real-life reps. It can be lonely running a business, and the chance to chin-wag with someone who visits similar stores and knows the industry can give a genuine boost. It’s no different from consumers enjoying a visit to their local tackshop.

Here are two suppliers, from different sectors of our trade, who have been upping their communications game to support their stockists.

MAKING LIFE EASIER ONLINE

Abbey England’s new website has been designed to make it easier for customers to view, find, order and reorder products.

The company is encouraging all new and existing customers to place orders via the website only, to serve the industry more effectively.

Among the new website’s benefits: • Instant ordering, so no unnecessary waiting to place an order with an individual member of staff.

• Online access to all orders previously placed by phone, letter, email, etc.

• Option to copy any previously made orders to save time reordering the same products and quantities.

• If customers are on payment terms, they will not be required to pay upfront on the website.

• Access to all invoices.

• Ability to pay statements directly on the website.

Although it’s user-friendly, Abbey England is producing how-to guides to help customers navigate the site and their accounts.

As Royal Warrant holders to HM the Queen, Abbey England is duty bound to adhere to environmental and sustainability credentials. The new website supports the company’s ongoing commitment to sustainability.

Abbey England is moving towards being a paperless business and, as such, is switching to digital invoices only, which can be accessed and downloaded via the new website. However, the company will continue to provide the printed documentation required for goods to clear customs.

Richard Brown, CEO of Abbey England, commented: “We are constantly looking to improve our customers’ experience and firmly believe that our new website will not only make ordering from Abbey England more efficient, but it will also have financial and environmental benefits.

“We hope that our existing customers, as part of the Abbey England family, understand and support us in this exciting new journey.”

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PEOPLE | ETN

People Gemma Bridges has joined Dodson & Horrell as a business development manager for the south. The owner of an ex-racehorse, she previously worked in recruitment as an account manager.

Joining Gemma on the D&H sales team are Hannah Routledge and Emma Keen who have returned to the company. Emma is looking after trade customers and yards in the Midlands area, with Hannah covering the north.

The three new starters are working under Samantha Liptrott, Dodson & Horrell UK sales controller.

Laura Szuca (pictured with the horse) has been appointed UK sales director at Equilibrium Products. She joins commercial director Verity Beaton, international sales director Alison Sherwood-Bruce and managing director Margaret Donnelly.

Laura, a lifelong horse owner, has worked in non-equestrian media and advertising for more than 15 years. She said of her appointment: “I’m passionate about working with the UK trade to develop our relationships, and ensure we are a core manufacturer supplying good quality products that sell well both online and in store up and down the UK.” Also new at Equilibrium Products is key account manager Meredith Ceronie (pictured left). A horse owner interested in equine wellbeing and massage, Meredith is working on in store product placement, product training and ensuring Equilibrium performs for its stockists.

Horze International has expanded its management team. Katrin Zimmermann, who joined as chief operations officer in July, previously worked at Fressnapf/ Maxi Zoo Group, a European pet products retailer.

Also new at Horze International is chief purchasing officer Karen Agater, formerly with Schockemöhle Sports. Viola Rebmann remains in post as chief finance officer and managing director.

Horze International was founded in Finland. It distributes own brands and third party branded products globally through 19 web stores in 11 languages. The company also retains a number of bricks-and-mortar stores, mostly in Scandinavia.

As a wholesaler, Horse International supplies around 60 UK accounts with its Horze and Bvertigo brands.

Pictured, from left, are Katrin Zimmermann, Viola Rebmann and Karen Agater.

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Sue Tapp and Malcolm Harding have clocked up 40 and 30 years’ service respectively at Saracen Horse Feeds. Each received personalised gifts and a weekend away as they celebrated with the Saracen team.

Sue started her career as an admin assistant working in a tin shed at the agricultural merchants at Saracen’s Speldhurst site in 1981. As well as taking and processing orders, and helping with the accounts, she visited farms to collect grain samples.

Sue saw the development of the horse feed side while managing the accounts departments, purchase and sales ledger and running the weekly payroll. She moved with the business from Speldhurst to Aylesford; when the Saracen Horse Feeds mill and Lillico Country Store expansion began, Sue was there automating systems and streamlining procedures.

“From working in a small tin shed to a large open plan office, I’ve always felt at home working for this company which is why I’m still here,” she said.

Malcolm Harding joined his dad Geoff and brother Garry when he began working for Saracen at the Attlee’s Mill and Country Store site in Dorking.

Starting on the bagging unit, he progressed to managing the mill process before moving onto transport management and overseeing health and safety. When the business was centralised in Aylesford, Malcolm became logistics manager.

Known for his good sense of humour, and often to be heard singing along to the radio, Malcolm says: “The best part of working for Saracen is how flexible and understanding they are, as well as the great staff I work with.”

Chairman Patrick Walker commented “It’s an absolute privilege to have so many members of staff who have been working for the business for so long, their wealth of understanding and insight into the day-to-day workings is priceless.”

Founded more than 200 years ago, Saracen Horse Feeds remains family-owned. Patrick Walker’s son Fred Walker and son-in-law John Rawdon-Mogg represent the fifth generation of family management.

Sue Tapp and Malcolm Harding are pictured with Saracen Horse Feeds’ chairman Patrick Walker (left).

Nigel Pulling, chief executive of the Yorkshire Agricultural Society, which runs the Great Yorkshire Show and other events at the Harrogate showground, has retired after more than 20 years at the helm.

Manon Brulé is the newest member of Hilton Herbs’ French team. She joins Edeline Bourrier, who manages France one of the company’s key markets, with responsibility for customer relations and new business development.

Now based in Somerset, Manon previously worked for European Bloodstock News in Newmarket and in equine-related sectors in the UK and abroad.

She has a French trotter called Virtuose, and Willow, a rehomed lurcher, and hopes to pursue her passion for eventing.

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 33

ETN | SADDLE FITTERS’ CPD FEATURE ACCREDITED BY

Saddle fitters who read the feature and submit correct answers to the quiz via www.equestriantradenews.com will be awarded CPD accreditation by the Society of Master Saddlers (SMS). SMS Registered Qualified Saddle Fitters are required to maintain CPD fulfilment as part of their registration.

Girthing: is it as important as saddle fit?

By Steph Bradley – SMS Reg Master Saddle Fitter and Dip. M.S.F.C. BASIC GIRTH FITTING

A well fitted saddle and bridle allows the horse to move freely and correctly (Photo: Kim C Lundin)

G

ood saddle fitting will include a practiced and routine protocol assessing horse conformation.

It should assess the fit of the saddle both statically and dynamically, as the horse in flexion will lift the abdomen and raise the thoracolumbar and lumbosacral regions (Denoix and Pailloux, 2001; Payne et al. 2004; Colbourne et al., 2008).

The abdominal anatomy and physiology of the horse will influence the dynamic fit of the saddle. Therefore, it is equally as important for saddle fitters to have an understanding of this part of the equine anatomy and its influences.

Common signs caused by girth pain are generally similar to those with an ill-fitting saddle - facial expression suggesting pain or anger, biting, blowing out to protect the ribs, bucking, hyperflexing the back on saddling, tail swishing, ears back, shortened stride and other general behaviours that suggest discomfort.

Extreme signs could be Episodic Collapse in the horse (Lyle and Keen, EVE 2010) where the horse has a form of narcolepsy initiated by a neural reflex causing the horse to effectively pass out – the cause being the association with being saddled. This is extremely rare, but something every saddle fitter should be aware of.

34 | EQUESTRIAN TRADE NEWS DECEMBER 2021

Most qualified saddle fitters will be aware from their training as to the individual position of the girth groove, and the influence and position of the girth strap on the saddle reading optimal dynamic fit.

A good example being of a monoflap saddle with fixed girth straps attached as part of the flap, with no ability to articulate into the individual horse’s girth groove without the saddle moving accordingly. This issue can cause major issues of saddle slip forwards or backwards if the two are not aligned – and have a detrimental effect on performance.

I have witnessed this with an international grand prix dressage horse where the fixed strap saddle moved slightly forwards during the test and restricted the shoulders, causing low marks in the transition from extended trot to collected trot. The discomfort was translated into a hollow and stilted forelimb movement, almost ‘pottery’ in the downwards transition, and a lack of freedom in the extension.

Statically, the saddle appeared a good fit – until the position of the girth strap’s lack of alignment with the girth groove was noted.

A change of saddle and more suitable girthing by way of girth straps, and the horse moved very differently.

There are many different shapes, attachments and materials within the designs of girth in the market place with a variety of assertions within the marketing material. And there is a wide variety of ‘research’ done – from published papers through to evidence-based anecdote.

The conformation of the horse - position of forelimb, size of thoracic sling and musculature in the girth area, the most caudal position of the scapula cartilage – and, directly linked to this, the girth groove - all need to be taken carefully into consideration.

As part of every saddle fitting, SMS protocols insist on assessing the saddle and girth area particularly for infectious diseases – but also for sarcoids and sores. It is recommended to palpate the girth area and observe the horse for any reaction – taking great care as some horses are prone to negative reaction to this if there is an issue.

Some horses have a great deal of loose skin in the girth area, and this can be causal to not only girthing issues but also clipping injuries during winter months which can interfere also with their comfort levels under saddle.

ANATOMY / PHYSIOLOGY / PATHOLOGY

As saddle fitters, knowledge of back anatomy, physiology and pathology is of great importance. However, we also now know that WWW.EQUESTRIANTRADENEWS.COM

SADDLE FITTERS’ CPD FEATURE | ETN

A saddle in production, Attaching a Y-girth webbing during saddle production.

pressure on key parts of the girth area has influence on the amount of forelimb (tarsal) and hindlimb (carpal) flexion and protraction (Murray et al, Veterinary Journal 2013).

Therefore, a knowledge and understanding of these key areas is essential to ensuring comfort and welfare in the ridden horse as they will develop compensatory gait strategies to counter any discomfort caused in every stride they take.

There is also research conducted by Clayton et al (J Vet Sci 2012 32 519-524) concerning the equine m subcutaneous trunci and how the position of the saddle and girth play a role in sensitivity to girth pressure, for those wanting to further develop knowledge in this area.

Key muscle groups that are directly affected by girthing are the pectoral muscle, which runs from the neck through the legs and to either side of the sternum, and the serratus ventralis thoracis (SVT) which sits over the ribs and directly where a girth and girth straps are placed.

Indirectly, the intercostalis, external abdominal oblique and rectus abdominus are impacted.

I have observed a horse which could tolerate a long girth jump saddle but was incredibly resistant in a monoflap jump saddle.

The only difference was the position of the buckles of the girth.

The behaviour of the horse was poles apart – and I referred the horse for veterinary assessment as I had concern that the horse may have injured ribs. It had already been scoped for ulcers due to behavioural issues on girthing and saddling.

Girth buckle position and height is an often-queried subject with clients. As a general rule, positioning the girth buckles as high as possible to avoid interfering behind the elbow is the most comfortable for the horse and the impact it can have on performance should always be kept in mind.

Fascia and nerves are also key to girthing. The brachial plexus cluster of nerves are located exactly under the area where the girth will go, linked and given stability by the fascia (or inner skin) through which they are interlocked. The fascia in this area influences cranially to the shoulder and elbow joints and caudally to the stifle (Clayton et al, 2012).

Because of the intense concentration of nerves and the interlinking of the fascia, it is easy to see why the girth area is an incredibly sensitive area and how girthing can influence the horse’s movement both positively and negatively.

Damage to the m. cutaneous trunci beneath the saddle and girth (buckle area) is possible from ill-fitting tack and can result in a response indicative of pain on back palpation. Therefore, when palpating the equine back as part of the protocol, saddle fitters should bear this in mind.

So, how does a horse who is in discomfort due to their girth react? No doubt many saddle fitters will have observed skin reaction – a quiver associated with muscle reflex, observed as

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twitching. The areas under the girth are not accessible to horses to scratch the area that is causing irritation.

This ‘panniculus reflex’ or twitch is an endeavour to rid themselves of the source of the irritation. Therefore, this pathology should be taken seriously when assessing the horse. The difficulty can often be identifying the local point of discomfort as often (given the interlinking of nerves and fascia explained above) the observed twitching can be observed all across the body.

Remember a horse can feel a fly!

Ongoing use of an ill-fitting girth that created this reaction in a horse will create persistent sensitivity – and can be seen even when the girth has been replaced to one that is comfortable. This is due to the neural pathway to the brain that believes it will be uncomfortable and is why even when saddlery has been adjusted for optimal fitting, negative reaction may continue to be observed.

Therefore, a negative reaction suggesting discomfort on girthing may be due to a number of reasons. These include memory of pain, ulcers, sacro iliac pain, rib pain, skin sores and bruising as some to mention. The more extreme reaction of episodic collapse is also one to remember.

Checking the height of a short (dressage) girth. The buckles are well clear of the elbow. The girth should end close to the saddle pad, without overlapping the edge, which can cause focal pressure

SOLUTIONS

So, what can we do?

The first and most obvious action saddle fitters can take, once the saddle and girth straps are fitting, is to ensure the girth straps are correctly located, the girth is the correct shape and length and not interfering with the elbow.

There is a myriad of girths on the market. If the girth straps are correctly positioned, you may need to find a suitable girth to align with these. Girth straps pulling forward or backwards will influence the saddle.

H girths and curved anatomical shaped girths are designs that can sometimes help here. Anatomical girths and shaped girths all have their place. Research (Murray et al, 2013) has told us that the pressure from the girth is found in the area where sores develop – so possibly affecting the m. cutaneous serratus and serratus ventralis if done up tightly enough. The sternum only showed high pressure if a looped martingale or an integral clip is used.

Elasticated girths can cause issues affecting saddle stability – slipping left and right. Elasticity strength deteriorates and there is a tendency to over-tighten with an elastic girth.

Rider ability and imbalance also can cause issues; if the saddle slips, the girth will slip. Riders who have limited pelvic mobility can cause unnecessary trauma to the cutaneous trunci mm and associated structures – which would possibly present as a girth issue. (Hilary Clayton, Feb 2021) CONTINUED OVER THE PAGE

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 35

ETN | SADDLE FITTERS’ CPD FEATURE I also quite often witness girths that are incredibly hard with sharp edges. Maybe this is by design - ‘value’ brands with costeffective material being used. But some ‘value’ brands kept clean and looked after are often more comfortable than expensive ones!

Or simply years of sweat and grime that have made the leather hard.

Remembering the concentration of nerve endings in this area discussed above, is it any wonder? How do riders feel in hard, uncomfortable boots or shoes?

Another issue I have witnessed is when a horse is not clipped and the coat gets stuck in the creases of the girth and literally pulls the hair from this sensitive area. I have observed a thin vertical line of white hair as a direct consequence of the pressure.

How is the girth done up? Is the girth left buckled onto the saddle on one side for speed of tacking up? This should be strongly advised against! As saddle fitters, we must set an example by doing up the girth slowly in this sensitive area. One side then the other, taking time and care not to over-tighten.

Look for girths with cracks on the sides or in the leather on the underside where it has not been cleaned – often only seen on the underside of the girth and pinching the skin to cause discomfort.

Obvious but often overlooked. As a saddle fitter, it is important to look at all saddle-related tack – and running hands over the underside of the girth is a good habit to get into In summary, assessment of the girth and girthing are an integral part of good saddle fitting. Given the influence the girth has on both the saddle and equine welfare and performance, it is something that must not be overlooked in our quest to ensure optimal wellbeing of the ridden horse.

With thanks to Dr Jane Nixon (SMS Veterinary Adviser) and Dr Russell MacKechnie-Guire for providing background information.

SMS CPD S QUESTIONR E B M E DEC 2021 ETN

Checking girth tightness once the rider is mounted.

SMS CPD QUIZ

SADDLE FITTERS: Go to www.equestriantradenews.com to answer the quiz questions online. Don’t forget to log your achievement on your own CPD file as supplied by the SMS. Successful completion is worth 30 minutes’ training time. Please direct any queries to enquiries@mastersaddlers.co.uk

1. Which is not a behavioural sign of a horse in discomfort from girthing? a. Tail swishing b. Ears back c. Ears pricked d. Cow kicking

5. What is a panniculus reflex? a. Choke b. Twitch c. Cough d. Snort

2. What is the term given to the form of narcolepsy witnessed in extreme cases of horses in pain due to girthing? a. Episodic Collapse b. Sleeping sickness c. Morning sickness d. Fatigue syndrome

6. Why should you check the girth over before tacking up the horse? a. To check what make it is b. To look for cracks, feel the softness and check for safety c. To see if it matches the saddle d. To make sure the owner has cleaned it

3. Where should short girths be buckled for optimal comfort? a. As low as possible b. As high as possible c. On the furthest back girth straps d. On the most forward girth straps

4. A girth that is comfortable will be a. The one the horse has always had b. The one used for all the horses on the yard c. The one that is soft, clean and the correct size d. The one that is the most expensive

7. Which group of nerves are located directly under the girth area a. Brachial plexus cluster b. Lumbosacral plexus c. Cranial nerves d. Spinal nerves

8. A consequence of an ill-fitting girth is not one of the following; a. Compensatory hind limb gait b. Sore back c. Compensatory forelimb gait d. Blindness

SUBMIT YOUR ANSWERS ONLINE AT WWW.EQUESTRIANTRADENEWS.COM.

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SOCIAL MEDIA MATTERS | ETN

The art of engagement Social media posts should be a call to action, says Rhea Freeman in ETN’s latest guide to making the most of your business’s online activity.

E

ngagement is a bit of a buzzword when it comes to social media. In fact, it’s a buzzword we hear when it comes to all forms of marketing.

If your ads and copy don’t engage your target customers, they’re unlikely to stop and consume the message you’re sharing, let alone take any action you might want. Social media is no different… but we get more opportunities to try and test our skills each and every time we post.

Although everyone’s audience is slightly different – and that’s why testing is important - there are a few things that are likely to get people to engage with your content, whatever the audience.

They are shared below…

But first up, what is engagement? Generally in social media, engagement is when a user takes any action on the content we publish. This might be a comment, a like, a share, a save; whatever is relevant to the platform.

Then, if you want to work out your engagement rate (and see how this compares to the platform’s average), you take the total number of engagements, divide it by your number of followers, then times that by 100.

So, you have 100 engagements on an account with 1,000 followers, and your rate is 10%... this would be very high on Instagram and incredible on Facebook.

So, now we know what it is, why do we care? There are a few reasons.

First, if you’re putting out content your people care about, they’re more likely to engage, learn and ultimately buy. Also, if your audience are engaging, that signals to the platform that they like your account and they’d probably like to see more of your content.

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It’s generally believed that if you have a post that does well in terms of engagement initially, it sends a signal that the content is actually pretty good, and it should be shown to more of your audience… so good engagement is more than just an ego boost.

But how do we get engagement? Well, I cannot stress enough the need to test. Try different types of content; video, graphics, images, reels - test to see what’s working with your audience. And test more than once. Then use this to your advantage.

Think about the purpose of your post. Are you hoping to educate? Or entertain? Or inspire? Or maybe sell? You’ll probably notice different engagement rates on different post styles, and that’s OK too. Just make sure each has a part to play and you’re not wasting people’s time with filler.

Next, make sure whatever you’re putting out is worthy of engagement. The image or video is what stops people scrolling, and they can’t engage if they don’t do this. So make sure your post is clear, high quality and eye-catching for all the right reasons.

Think about the first line of the caption. Is it going to encourage someone to read more? Is it going to encourage them to take any action at all?

Think of it as a hook. A question can be great for the first line.

Or even something leading, like ‘Can I tell you a secret?’. Encourage people to read on. And encourage them to share their opinion too.

And then, if and when they do this, engage back.

This action will help grow your engagement, encourage people to engage, and actually grow a loyal community online. Because when people feel seen, heard and valued, they’re much more likely to come back for more, aren’t they?

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 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 tel 01937 587062.

EQUESTRIAN TRADE NEWS DECEMBER 2021 | 37

ETN | BETA AGM

BETA worked hard for members’ businesses during a challenging year Key points from executive director Claire Williams’ report to the trade association’s AGM, held virtually on 1 November.

• While the perfect storm of Covid and Brexit created challenges from dealing with lockdowns to grappling with tariff codes, BETA has assisted its members to overcome them. Issues ahead of us include sustainability in all its forms; environmental, labour market, raw materials.

• BETA membership stands at over 830 companies, an increase on last year. A new membership category, for Bit and Bridle Fitters, reflects growth in this area.

• BETA committees met virtually and have been busier than ever. The feed committee, chaired by Chris Gordon, initiated work around sugar, its analysis and definition. A hybrid feed conference is planned for summer 2022, with a NOPS related event in the autumn. BETA submitted a case against when the FEI proposed adding vitex agnus castus, a popular ingredient in feeds and supplements, to its banned list. To our relief, it’s not been included in the latest EPSL (equine prohibited substances list).

• A BETA Bedding NOPS Standard is imminent, with its first audited company.

• BETA’s PR committee, chaired by Wendy Hofstee, has focused on using social media to highlight BETA members’ services and expert advice to customers. The first BETA Summer of Safety saw three months of activity including competitions, video advice clips and live interviews. Engagement rates have increased substantially with new vigour in our social media presence.

• The 2021 BETA Business Awards went ahead online. Thanks go to all our sponsors. For 2022, Zebra Products is taking over the popular Retailer of the Year award.

• The BETA Equine Thesis of the Year competition (see report in this issue) produced a higher than ever standard of entries and bigger audience this year.

• The BETA retail committee, chaired by Sara Blackshaw, has focused on supply and demand, while proving a useful forum for retail debate.

• BETA hat and body protector fitting training courses are now virtual. As a result, we’ve trained more retail staff in the last year than in the previous two years. Retailers have been trained in North America, New Zealand and Australia too. Thanks to our field officer Tricia Nassau Williams who undertakes the courses with patience and skill.

• A new lorinery course is being developed to provide retailers with additional knowledge on bridles and bitting.

38 | EQUESTRIAN TRADE NEWS DECEMBER 2021

• Work on the safety front continues, with the FEI in an advisory capacity and the EU commission on standards development.

I [Claire Williams] convene the working party rewriting the EN1384 riding hat standard, and BETA is contributing to work on the first equestrian air vest standard. A BETA working group is looking into manufacturing guidelines for safety stirrups.

• BETA appointed its first chief medical officer, Dr Diane Fisher, a trauma consultant with Stoke Hospital. She’s active in BETA safety courses, and an advocate for using safety equipment and the accurate reporting of equestrian accidents. A new tool is being developed to collect data on equestrian related accidents with a focus on the equipment worn and injuries sustained. It will generate data sets for use in standards development and new products.

• BETA was successful in its bid on behalf of 60 members keen to offer young people jobs under the Kickstart scheme.

• Subsidised by the Global Britain Fund, BETA worked on an educational programme with the Russian Equestrian Federation and British Embassy in Moscow. With plans for visits curtailed by Covid, BETA member companies delivered a series of bilingual, simultaneously translated webinars on topics from saddle fitting to nutrition and bitting giving suppliers exposure to the market.

These were accompanied by online modules in Russian, a model BETA is about to offer to the UAE and Saudi Federations.

• Thanks to funding from Sport England, BETA continues to research participation, recovery from Covid, volunteering in equestrian sport, concussion reporting, safety stirrups and commissioned studies for members.

• The value of being a member of a trade association has once again been proven this year. Whatever comes along, we at BETA are determined to continue to offer members the outstanding service you are used to and continue to support our industry in a dynamic and responsive way.

• Thanks go to the Stockeld Park team of Agy Mossakowska, Claire Thomas, Jackie Woolley and Tina Hustler, without whom we could not have continued to offer members the service they need. Our thanks also go to the committee members who were themselves under pressure over the last year. And special thanks to your chair Malcolm Ainge.

Here’s hoping for continued success, additional growth and a somewhat easier ride in the year to come.

The following were elected to join the BETA Council: Sean Jeffs of E Jeffries Saddlery John Rawdon-Mogg of Saracen Horse Feeds Andrea Sexton of Admire PR Kathryn Jaquet of RB Equestrian

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CCJs | ETN

Classified CLOUD POS ECOMMERCE

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

CCJs

County Court Judgements from England and Wales and the Scottish version, which are called Court Decrees.

The judgements listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature.

Judgements/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

CLAIRE DAVIES T/AS CNG EQUINE HORSES 397 WERRINGTON ROAD STOKE-ON-TRENT ST2 9AE £471

BC FIRST EQUESTRIAN LTD 101 JAIL LANE BIGGIN HILL WESTERHAM TN16 3SD £1,672

TT SPORTS HORSES LIMITED 2 ISLINGTON HALL COTTAGES ISLINGTON GREEN TILNEY ALL SAINTS KINGS LYNN PE34 4SB £1,026

BANKRUPTCY ORDER

LS EQUESTRIAN LIVERY SERVICES LTD BATTS FARM COTTAGE BATTS FARM BLANKS LANE NEWDIGATE RH5 5ED £9,406

WALSH, SHANE PAUL (SHANE WALSH EQUESTRIAN) ROZEL FORGE STAPLEFORD LANE, DURLEY SOUTHAMPTON HAMPSHIRE SO32 2BU

Coming soon in ETN… FEBRUARY/ MARCH 2022 • Bedding – and highlighting the best stable tools • Feed and products for equines prone to hoof, leg and joint problems – plus laminitis alert • Worming focus – the latest products and regimes, with AMTRA accredited RAMA (SQP) CPD feature Submissions for editorial should be emailed to editor@equestriantradenews.com before 17 January, 2022. For more information, contact Beth Crow on 01937 582111 or email bethc@beta-int.com

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EQUESTRIAN TRADE NEWS DECEMBER 2021 | 39

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