ETN (Equestrian Trade News) – January 2022

January 2022

Volume 46, No 1

FRESH NEW START

ETN is the official media partner of BETA International

HOW TO BE 2022 RETAILER OF THE YEAR

PLUS

• THE HOTTEST HOOF CARE PRODUCTS • EARN AMTRA ACCREDITED RAMA CPD POINTS • GO WILD ABOUT FEEDING BIRDS

2022

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

Main Sponsor

Editor’s comment I

didn’t want to do this, but I’m starting the New Year with a rant… Even worse, it’s about a retailer.

Searching for a particular rug online, I found one at a store I’ve not used before. I duly ordered and the money left my bank.

Nine days later, I emailed to see what was happening as there was no sign of my purchase.

A reply arrived by email the next day to say the rug was on order. “Delivery is taking around three weeks at the moment but likely to arrive sooner,” the message added.

At that rate, by the time the rug arrived, they would have had my money – the thick end of £200 - for four and a half weeks.

We all know there are supply chain issues, but where was the communication?

And why did they take the money from my card so swiftly when the item wasn’t in stock?

It’s one way for a retailer to keep its cash flow healthy, I suppose. But surely the gains are short-term?

I got a refund. But I won’t be buying from them again – and neither, I suspect, will my friends.

The best times spent with my animals are when it’s just me and them. The quiet moments walking my dogs in the woods, or riding my horse in the mountains.

The thought of dressing up my dogs and displaying them on TikTok fills me with horror. But that’s just me… perhaps I’m a bad pet parent?

The reality is that anthropomorphising animals is now big business. From dog dresses to reindeer antlers for horses, of course it’s more for the amusement of owners and their friends rather than for the animal’s benefit.

FRONT COVER:

January 2022 Volume 46, No 1

This charming image of a FRESH foal evokes NEW START the promise PLUS of a fresh new start to another year’s business.

Throughout 2022, ETN will continue to bring you all the news, opinion and products which give life to the equestrian trade.

ETN is the official media partner of BETA International

HOW TO BE 2022 RETAILER OF THE YEAR

• THE HOTTEST HOOF CARE PRODUCTS • EARN AMTRA ACCREDITED RAMA CPD POINTS • GO WILD ABOUT FEEDING BIRDS

2022

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

Main Sponsor

WWW.EQUESTRIANTRADENEWS.COM

But as long as it’s not hurting, discomforting or distressing the horse or dog, what’s the harm? Dogs in particular love being the centre of attention; and most horses willingly go along with it, especially if treats are involved.

In this issue, ETN brings you some ideas for stocking pet products. Among them are a dog shampoo “worthy of a human hair salon” and a dog food “fit for human consumption”.

There’s a very obvious trend here, and if it works for the animals, customers enjoy it and it boosts sales, why not?

In this issue...

NEWS

What’s been happening?

PRODUCT NEWS

Latest launches, ideas to stock

BEST IN TEST

Winning products from 2021

10 14

RETAILER PROFILE

Meet the retailer who’s a former circus stunt rider

16

PETS AND WILD BIRDS

Cash in on the lucrative wild bird feed market Diversify with these exciting pet products

SOCIAL MEDIA MATTERS Are you ready for real time?

The start of another year seems the right time to remind ETN readers about a couple of things that might enrich your 2022.

If you haven’t already done so, sign up to receive ETN’s weekly e-newsletter free to your inbox. Find out how at equestriantradenews.com Secondly, responses to our CPD features and quizzes are now entirely online (equestriantradenews.com under CPD). No postal responses can be accepted.

ETN works with bodies such as AMTRA (the regulatory and training organisation for animal medicines) and the Society of Master Saddlers (SMS) to bring you CPD features in our magazine and online.

Written by experts in their fields and accredited by the relevant body, CPD features are non-commercial and tailored to increase Registered Animal Medicines Advisors’ (RAMAs’) and SMS registered saddle fitters’ learning.

By reading the features and successfully completing the quizzes, these professionals earn CPD credits to help maintain their qualifications.

We hope ETN readers who are not RAMAs or saddle fitters also find the features useful. And who knows, some of you might be starting 2022 by weighing up the business benefits of qualifying as a RAMA or saddle fitter.

Happy New Year.

4

PEOPLE

Who’s new, who’s moved

HOOF CARE FEATURE A year in the life of a hoof Hoof care product gallery

AMTRA ACCREDITED RAMA CPD FEATURE AND QUIZ Equine ulcers explained

INSURANCE

Your questions answered

18 20 22 23 24 26

30 32

BETTER RETAILING

How to win the Zebra Products Retailer of the Year, a 2022 BETA Business award 34

TURN BACK THE PAGES

What ETN was reporting five, ten, 20 and 30 years ago 36

BENCH SADDLER OF THE MONTH

This month’s winner is a former professional rider with a passion for training young saddlers 37

Liz Benwell Liz Benwell

EQUESTRIAN TRADE NEWS JANUARY 2022 | 3

News ETN | NEWS

Help shape the future of safety products, equestrians urged

A new way of recording horse-related accidents and injuries has been launched

by BETA. The Rider Accident & Equipment Reporting Form is accessed via a web link or by QR code scanned from a phone.

Anyone having an accident or injury around horses is urged to fill in the form, the results being collated by BETA to help with the future design of equestrian safety equipment.

The initiative is part of the trade association’s continued drive to make equestrian sport safer.

“A better understanding of what happens to our hats and body protectors during an accident is key to being able to design better and safer equipment and feed into the safety standards that determine how these garments perform,” said Claire Williams, chief executive of BETA.

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 Editor Liz Benwell Email: editor@equestriantradenews.com 4 | EQUESTRIAN TRADE NEWS JANUARY 2022

“The data collected through this questionnaire will provide invaluable insights contributing to this understanding, and help us, along with our trade members, to continue to innovative to help keep riders safer.”

The survey asks people to provide detail around any accident that they were involved in, and to supply images or video of the helmet and/or body protector worn during the accident.

BETA’s chief medical officer, Dr Diane Fisher, points to a lack of data surrounding equestrian injuries.

“It’s so important to get this data as we can feed it back into industry, to the manufacturers so that they can use it to help further improve what they do, as a basis for our safety equipment going forward,” she said.

“It also allows us to research injury in

Advertising Manager Beth Crow Email: bethc@beta-int.com Tel: 01937 582111 Evie Edgar Email: etn@djmurphy.co.uk Tel: 01428 601031 Abi Cannon Email: etn@djmurphy.co.uk Tel: 01428 601028 Digital Manager Nicki Lewis Email: nickil@beta-int.com The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright All material is copyright Equestrian Management Consultants Ltd

www.carbonbalancedpape r.com

real time. If we’re picking up certain injuries and trends, it allows us as BETA to step in and campaign at the time, which makes more sense than working on the back foot.”

For more information on BETA and the Rider Accident & Equipment Reporting Form, see www.beta-uk.org.

NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com

ADVERTISERS’ INDEX BETTALife OFC BETTALife IFC Citrus-Lime 38 Bedmax 13 Dodson & Horrell 11 Henry Bell 19 Jenkinson 9,3 Koelnmesse 5 NAF 7 Nettex 21 Robinson Healthcare 28 Red Gorilla OBC Saracen 29 SEIB 33 Shearwater Insurance 32 Snowhill IBC W F Young 27

CBP123456

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

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EQUESTRIAN TRADE NEWS JANUARY 2022 | 5

ETN | NEWS

TV STAR SUPPORTS “WONDERFUL” SADDLERY CENTRE

A training centre designed to encourage interest in and bring new blood into the Master Saddler saddlery and leather crafts industries has been Suzie Fletcher did the honours. relaunched.

Walsall’s Leather Skills Centre originally opened in 2019 in a converted shop in The Bridge area of the West Midlands town. But activity was subsequently interrupted by Covid.

However, industry figures gathered for a re-launch to see Master Saddler Suzie Fletcher doing the honours on 18 November.

“This wonderful education centre is so desperately needed in the town and I can’t wait to see how it grows,” said Suzie, who stars in the BBC’s The Repair Shop.

The Leather Skills Centre is supported with grants from the Saddlers Company Charitable Fund, the Worshipful Company of Saddlers’ main charity, and from the Horlock Trust.

Run by Black Country based occupational training specialist Performance Through People, the centre provides workshop training. Saddlery and leather-goods courses include the Level 2 Leather Craftsperson and the Level 3 Bespoke Saddler apprenticeships.

It’s a resource for Walsall where people of all ages can try their hands at leatherwork, find out about jobs in the industry and take up training opportunities. The centre also runs taster days for local schools.

The Leather Skills Centre has also hosted The Walsall Festival of Leather, a highlight of which was the Young Leather Craftsperson of the Year competition.

The winner was Hannah Scoffham who hails from Walsall. Since leaving school, she’s worked at Ideal & Industry figures gathered WRS in the town, making saddles for the relaunch of Walsall’s alongside her grandfather, Master Leather Skills Centre.

Saddler Alf Peakman.

LOVE ISLAND STAR OPENS SADDLERY

Essex based Westleighs Saddlery was officially opened by TV personality and Love Island star Olivia Bowen.

The shop is owned by Vicki Clark who bought out her At the official opening of business partner and moved Westleighs Saddlery, Love Island Westleighs Saddlery to new star Olivia Bowen (left) and premises in Billericay. proprietor Vicki Clark.

“All day there were long queues; it was the best weekend I’ve ever had. This store is so much bigger than my previous shop, and all brand new too,” Vicki told ETN. Vicki has created an own brand called Dakota, a crisp collection of riding legwear, tops and accessories. “It flew out the door on our open weekend, it was crazy,” she said.

Westleighs Saddlery also stocks the likes of Samshield, DeNiro, Holland Cooper, and Pikeur. Vicki says she’s open to hearing from more “top end” brands.

With six and a half years’ experience in equestrian retailing, Vicki is aiming for growth with her expanded Westleighs Saddlery.

“As it’s now solely mine, I can offer an even more personal service which people seem to love,” she said.

“It’s the look and feel of the shop and the upmarket brands that keep customers travelling here from all over, some from a few hours away.”

6 | EQUESTRIAN TRADE NEWS JANUARY 2022

Leading supplier marks New Year with resolutions to support retailers

As 2022 dawns, NAF has pledged to give stockists every opportunity to enjoy their best sales year yet.

“During the last couple of years, we’ve received great support for our brands and we reciprocated by endeavouring to offer the same level of service in spite of a number of different challenges,” says Isla Boxall-Loomes, of NAF. Now the team at NAF wants retailers to make full use of the company’s enhanced services and exemplary support packages.

From in-person visits from area sales managers to the happy spin-off effect of NAF’s many partnerships across the equestrian world, the company is working towards soaring retail sales this New Year.

Resolving to support retailers in 2022

• Partnerships such as the one with the British Equestrian Teams, for whom NAF is the Official Supplier of Equine Supplements and Horse Care Products, raise the profile of products on your shelves.

• Clean Sport is crucial to NAF’s partnerships, and it’s an area in which the company leads the way by guaranteeing full traceability. Expect competitors to seek brands they can trust in 2022.

• Equine welfare will stay in the headlines this year. NAF loves working with retailers and their customers for the good of the horse. Look out for and share NAF’s advice and inspiration across your media channels.

• Face-to-face contact is back. NAF’s area sales managers (ASMs) reach every one of their trade customers with in-person support where possible, plus email and phone contact. ASMs’ local knowledge is crucial to help retailers stock the right products too.

• A new year is a good time to renew and refresh. Work with your NAF ASM on merchandising, stock control, problem solving and product training. They’ll help you create a ‘Wall of NAF’ to fit your store’s layout.

• Be ready with sales solutions for unfolding market trends by asking about NAF’s bespoke merchandising services. The depth of the range allows flexibility to suit every store.

• Get in on the act with NAF’s impressive national advertising campaigns online, in print and on social media. Stockists have access to campaign collateral, additional assets and information.

• Stock turn is everything in retail. Make this the year you take advantage of NAF’s regular category management reviews for guidance on what should be on your shelves and when.

• Retain your customers in 2022. NAF has loyalty schemes and promotions that keep consumers coming back.

• Equestrian consumers grow ever thirstier for knowledge.

Remind your customers about NAF’s free nutritional advice line (tel 0800 373 106 or info@naf-uk.com) or use it yourself before passing on the information.

2022 could be the year that specialised retailing and personal service comes into its own more than ever.

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

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EQUESTRIAN TRADE NEWS JANUARY 2022 | 7

ETN | NEWS

Show will be “trend barometer of the industry”

Spoga horse 2022 is set to welcome exhibitors from more than 30 countries.

Such is their diversity, this year’s show will be the “trend barometer of the industry,” say organisers.

With the live B2B event to be held in Cologne, Germany, on 5 – 7 February, delegates can also network remotely via the show’s digital extension, spoga horse @home.

The digital platform and its contents will be accessible until the end of March.

The Spoga Horse Top Innovations competition is to be judged by an expert jury as well as visitors. Expect to see a short-list of around 30 new products.

Another highlight is aimed at equestrian professionals who travel a great deal and don’t enjoy deskwork. Barns & Brands sets out to bridge the gap between this group and industry suppliers with a view to forming partnerships.

Creator Days will also be launched at the show. These provide meeting points for equestrian influencers to explain the potential they have for brands.

RAISE A GLASS TO THE EXMOOR PONY

You can now enjoy a taste of Exmoor, literally, with a new gin inspired by Exmoor botanicals.

The Exmoor Pony Society (EPS) has commissioned a limitededition gin which will raise funds to help its work.

The gin is distilled at The Distillery, Notting Hill, where EPS trustee Sue Burger’s son, Jake, is a director and Master Distiller.

Sue (pictured) has a long connection with Exmoor ponies, having bred, shown and ridden them for 35 years as well as being a judge, foal inspector and past president of the EPS. Keen to raise money to preserve this rare breed of pony, Jake spent time researching botanicals with a connection to Exmoor.

“The gin we’ve created is a classic London Dry style with a strong juniper character. Its unique flavour is inspired by the ecosystem of Exmoor with local whortleberry, heather flower, honey and samphire in its botanical ingredients,” he says.

A £5 donation to the Exmoor Pony Society is made for every bottle sold.

RIDING ON THE ROAD RISKIER THAN GOING XC

Equestrians and their horses are being subjected to alarming levels of stress and risk, according to a new study.

The research, funded by the Department for Transport (DfT) and commissioned by The British Horse Society (BHS), involved more than 7,000 riders aged 18 to 97.

Only 3% of equestrians said they never felt stressed/anxious when using roads while 43% did so more than half the time.

By far the main contributors to this stress/anxiety were the behaviour of other road users (93%) and the characteristics of the road (62%).

Overall, respondents said that riding, carriage driving and in-hand activities on roads were more risky than cross-country jumping.

Almost all (98%) of equestrians reported using high visibility clothing and riding helmets when using roads. However, only 22% use a camera.

Supplier joins campaign to protect the planet

Photo: RICHARD-ASQUITH / Shutterstock.com

Equetech has committed to plant a tree for every order taken.

The British equestrian clothing brand is a member of Ecologi, the crowd-funding campaign which seeks sustainable solutions.

Equetech already uses recycled plastic reimagined as stylish riding clothing and has developed a cruelty-free alternative to down.

By working with Ecologi, the company says it’s compensating for its carbon footprint and helping to fund climate projects which plant trees, help to tackle the climate crisis and combat deforestation.

8 | EQUESTRIAN TRADE NEWS JANUARY 2022

WWW.EQUESTRIANTRADENEWS.COM

IN BRIEF

Dodson & Horrell has agreed a partnership with The Pony Club to support the education and training of its 30,000 members.

A new D&H feeding badge will complement the existing Pony Club Feed Badge. The feed brand is also the title partner for the Great Pony Club Hacking Challenge, which encourages members to ride out of the arena and explore new areas of the countryside.

INEOS Automotive is the new title sponsor of the Point-toPoint Authority’s Mixed Open Series which leads to a national Hunter Chase final at Cheltenham. The sponsorship is being used to promote the INEOS Grenadier 4X4, which is set to launch this year. The stripped back utility vehicle is said to perform on all terrain, is great for towing and has a hose-out interior.

Twenty-four young show jumpers, dressage riders and eventers have embarked upon British Equestrian’s latest Young Professionals Programme. Designed to support personal and career development in the equestrian industry, the 12-month scheme is open to young people who have recently set up an equestrian business or are planning to do so soon.

Workshops with specialist speakers cover the likes of putting together contracts, understanding employment law, conflict management, insurance and finances, and building a personal brand.

Dominick Rugs and their UK distributor, The Centre Line, are supporting para-dressage legend Sir Lee Pearson. Said Claire Hubbard, of The Centre Line, an equestrian boutique: “Dominick Rugs from the Netherlands are now available again in the UK and they are a favourite of many professional riders.”

Sue Carson Saddles and Foxyequestrian won best stand awards presented by BETA at Your Horse Live. The three-day consumer show was back at NAEC Stoneleigh in November after a year’s absence due to Covid.

As the 31 January deadline for self-assessment tax returns approaches, HM Revenue and Customs (HMRC) is warning people to be on their guard against fraudsters. More than 800,000 tax-related scams have been reported in the last 12 months, with emails and texts offering bogus tax rebates rife at this time of year.

Dengie has launched a monthly online quiz for horse owners to test their knowledge and learn more about hot topics in equine nutrition.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JANUARY 2022 | 9

ETN | PRODUCT NEWS

Product News A HELMET TO LIGHT UP YOUR LIFE

It’s a match for winter

The ANKY Icelandic Vibes collection comes in a choice of eight colours to get winter glowing.

Mockneck tops for riders come in a breathable, four-way stretch fabric with thermal insulation for warmth and comfort. A Polygiene finish means the material stays fresh.

The anatomically shaped saddle pads in tactile suede have Coolmax lining and non-slip lettering on both sides. Matching bandages are made from anti-pilling fleece with Velcro closures.

ANKY is distributed by Bieman de Haas.

LOW IN SUGAR, STARCH AND PRICE

New Mollichaff Light Molasses Free adds fibre to horses’ and ponies’ diets, whatever their level of work.

Another selling point is its low cost; a 12.5kg bag has an RRP of £7.99.

Mollichaff Light Molasses Free is a blend of dried grass, straw, soya oil and flavouring, with added fibre pellets to stimulate interest and chewing.

Low in sugar, starch and calories, it’s suitable for equines prone to laminitis and the overweight.

It can also work as a partial hay replacer for those with a low-calorie requirement.

“We’re proud to add to our range another great chaff for owners and riders looking to add fibre to their horses’ or ponies’ diets,” said Mark Westaway, marketing manager at HorseHage and Mollichaff.

10 | EQUESTRIAN TRADE NEWS JANUARY 2022

The new uvex exxential II LED is a brilliant product – literally!

A series of neatly inset LED spot lights – white at the side and red at the rear – spring into action when activated at the touch of a button.

There are three light modes - flashing, pulsating or constant, and whichever is chosen, the helmet becomes highly visible. The overall effect puts smiles on faces too.

The LED lights are invisible when switched off. They are turned on at a slim control panel which attaches via a magnet at the back of the helmet. There’s no noticeable difference in weight between this and the standard equivalent uvex helmet.

The control panel also works as an additional rear light and displays the battery level too. Depending on the mode, one charge will last between six and 12 hours.

The lightweight, well ventilated exxential 11 LED features uvex’s trademark ergonomic design with a deeper-cut section at the rear.

The 3D IAS system enables height and circumference adjustment.

With its affordable RRP of around £120, this model makes a great choice as an extra helmet.

Time to shine

Dengie’s Cool, Condition & Shine feed has had a packaging makeover.

Its distinctive purple bag now features Incognito, an eight-yearold warmblood who competes with his owner Alicia Wilkinson in novice eventing and team chasing on an entirely fibre-based diet.

Cool, Condition & Shine remains the same high fibre product with a high oil content to promote condition without excitability and provide slow-release energy.

The blend of chopped grass and soft straw with added grass and alfalfa pellets supports digestive health. Fussy eaters find it highly palatable, thanks to the spearmint oil and a molasses coating.

Dengie Cool, Condition & Shine also contains a broad spectrum of vitamins and minerals to provide a nutritionally balanced diet for a horse or pony when fed at the recommended quantity of 500g per 100kg bodyweight per day.

Alternatively, it can be used as a chaff to bulk out balancers, supplements, mixes and cubes to increase chew time. It can be fed dry or damp.

WWW.EQUESTRIANTRADENEWS.COM

AN AROMATIC HERBAL MASH SUPPORTING IMMUNE AND DIGESTIVE FUNCTION

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ETN | PRODUCT NEWS

RINGING THE CHANGES

Passier has reworked its martingales and breastplates so that riders no longer have to unbuckle the reins in order to thread them through the rings.

Instead, an integrated clip is opened to secure the martingale attachment onto the reins, thus preventing them from slipping through and dangling to the floor.

The new clips feature on Passier’s Auriga, Phoenix, PASSIERBLU Easy, Ingrid Klimke and Marcus Ehning breastplates and martingales.

For weight-conscious unicorns

Silvermoor’s new Unicorn Haylage is low sugar and highfibre, making it ideal for laminitics and to aid equine weight management.

Made with UK native grasses cocksfoot and timothy, the haylage is sprinkled with minty flavouring to create an irresistible forage.

The product comes in 15kg packs, is dust-free and BETA NOPS accredited.

Said, Ralph Thompson (pictured), managing director of Silvermoor: “All our grass for haylage is grown here on Silvermoor Farm. We control the whole process from sowing the seeds to harvesting the grass and bagging the haylage on-site.

“This gives us complete control over the process to guarantee a consistent product for your [customers’] horses.”

12 | EQUESTRIAN TRADE NEWS JANUARY 2022

One-scoop-a-day support

New PharmaPRO from BETTALIFE offers total equine support in one convenient, easy-to-feed formula.

The one-scoop-a-day product combines three existing BETTALIFE supplements - PharmaPlast Ultimate Topline, PharmaTRAC Total Digestive Support and PharmaQuin Joint Complete HA – at a ratio of 30%:30%:40%.

Featuring 35 active ingredients, PharmaPRO is said to be ideal for busy yards or when time is short.

PharmaQuin contains glucosamine HCl, MSM and chondroitin for joint support and care. PharmaTRAC offers digestive tract support, targeting the foregut and hindgut. PharmaPlast supports muscle condition, topline, post-exercise recovery, and coat and hoof condition.

PharmaPRO provides an answer for horses who would benefit from all three supplements.

Said Ryan Millar, director of BETTALIFE: “We’ve been working on the formulation for over a year now to ensure this product does exactly what it says it will.

“New PharmaPRO combines the very best from each product in the range and delivers it all in one scoop. It has undergone a thorough testing process and we believe it is a feed room essential for every yard.”

Dressage rider Charlotte Blain was among the riders to test PharmaPRO, which is made in the UK. “It’s super important to me that my horses’ bodies are well looked after,” she said. “With BETTALIFE’s PharmaPRO, I have total confidence that their joints, muscles and gut health are fully supported in one convenient scoop.”

PharmaPRO is fed at a rate of one scoop per day for a 500kg horse on maintenance, with a tub providing 30 days’ use for a horse of that weight.

BETTALIFE offers a 100% “no quibble money back guarantee” on all its products.

WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

By Appointment to Her Majesty The Queen Manufacturer of Horse Bedding Bedmax Limited, Northumberland

By Appointment to HRH The Prince of Wales Manufacturer of Horse Bedding Bedmax Limited, Northumberland

SEASON’S GREETINGS

NEW

NEW

A NOPS GIFT FOR YOU & YOUR CUSTOMERS Bedmax has become the first bedding manufacturer to achieve accreditation to the new BETA NOPS Bedding code. As testing for prohibited substances becomes more widespread at all levels of equestrian competition, the BETA NOPS badge now assures your customers that we take every precaution to minimise the risk of contamination by naturally occurring prohibited substances that could result in a failed test.

You can find out more about how important this is for your equestrian customers on our website or call us and we will arrange for your regional sales manager to contact you personally.

01668 213467 bedmaxshavings.com/retailers

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS OCTOBER 2021 | 13

ETN | PRODUCTS

The top products of 2021 Each month, Horse&Rider magazine’s team of testers puts a range of products to work to find the best – and best value – of the bunch.

Here’s how they stacked up throughout 2021.

MARCH: OVERREACH BOOTS

Best in Test: Equilibrium Tri-Zone RRP: £29.95 “The shape and anti-spin heel worked well and the strike pad offered great protection.”

Best Value: HKM Softopren Finja RRP: £12.95 “The material’s soft yet durable, and the elasticated tab’s strong and secure.”

JANUARY: HOOF CONDITIONERS

Best in Test: NAF Farrier Solution by ProFeet RRP: £14.99 for 500ml “Hooves quickly absorbed the gel and they looked moisturised long after application.”

Best Value: Silverfeet hoof balm RRP: £10.50 for 400ml “Easy to apply with a good consistency, and the tub lasted longer than expected.”

FEBRUARY: TECHNICAL STIRRUPS

Best in Test: Equipe STAF14 RRP: £299 “Offered good grip even in wet conditions, and the arm was easy to manoeuvre.”

Best Value: Flex-On Green Composite RRP: £174.95 “So comfortable even after longer rides, and the footbed offered a lot of extra grip.”

14 | EQUESTRIAN TRADE NEWS JANUARY 2022

APRIL: COMPETITION SHIRTS

Best in Test: Ariat ShowStopper 2.0 RRP: £55 “Extremely comfortable, and the collar’s a good height and fit, so not restrictive.”

Best Value: Equetech Florence RRP: £34.95 “Looked great on its own or under a jacket and wicked away sweat well.”

MAY: TACK CLEANERS

Best in Test: Lincoln Heritage leather cream RRP: £12.99 for 400g “Really improved suppleness and has been used to bring neglected tack back to life.”

Best Value: NAF Sheere Luxe Leather Cleanse & Condition RRP: £10.99 for 500ml “Worked well and has made the leather noticeably more supple and moisturised.”

WWW.EQUESTRIANTRADENEWS.COM

PRODUCTS | ETN

JUNE: FLY MASKS

Best in Test: Equilibrium Field Relief Max RRP: £34.50 “Padded at the horse’s brow and noseband, with plenty of clearance around the eyes.”

Best Value: LeMieux Armour Shield Pro RRP: £22.95 “Mesh has stood up well to wear and tear and the mask sat securely.”

JULY: SUMMER RIDING TIGHTS

Best in Test: LeMieux Activewear pull-on seamless tights RRP: £59.95 “Very versatile. The wide, elasticated waistband offered a supportive fit.”

Best Value: Aztec Diamond riding leggings RRP: £40 “Soft, silky fabric with a slight stretch meant they felt comfortable all day long.”

OCTOBER: WEATHERPROOF BREECHES

Best in Test: LeMieux Drytex RRP: £99.95 “Durable and reliable even with regular use. Still look and perform like new.”

Best Value: Toggi Flexi RRP: £73.50 “Lighter in weight than some and comfortable in all conditions.”

NOVEMBER: WATERLESS WASHES AND STAIN REMOVERS

Best in Test: Absorbine Showsheen Miracle Groom RRP: £17.64 for 950ml “Cleaned, conditioned and detangled. Ideal for spot stains or last-minute touch ups.”

Best Value: Lincoln Total Groom RRP: £12.50 for 500ml “Easy to use with super results – quickly lifted dirt and a little went a long way.”

DECEMBER: TRIMMERS AUGUST: REINS

Best in Test: Albion biogrip RRP: £110.20 “Pimple grip was excellent even when wet – comfortable with a flexible feel.”

Best Value: Cathedral Equine soft padded leather RRP: £24.99 “A nice weight without being too thin or bulky. Smart enough for competition, too.”

SEPTEMBER: CHAPS AND GAITERS

Best in Test: Tonics Sirius chaps RRP: £137.50 “Supple from the start – fit like a second skin.

Supportive rather than restrictive.”

Best Value: Just Chaps Saltos premium gaiters RRP: £70 “Elegant looking gaiters that gave the appearance of long boots.”

WWW.EQUESTRIANTRADENEWS.COM

Best in Test: Liveryman Classic RRP: £135 “Quiet and lightweight. Easy to use in awkward areas, but powerful enough for legs and feather.”

Best Value: Clipperman Jewel RRP: £38 “Left a smart finish. Had four cut lengths for a variety of different jobs.”

WINTER: SHAVINGS FORKS

Best Value: Shires Ezi-Kit Premium chip fork RRP: £29.99 “Tough, durable plastic – ideal even if you’ve got multiple horses to muck out.”

Best in Test: Herbies Swedish fork RRP: £59 “The bucket-style head held plenty of bedding.

Helped cut down on time taken.”

EQUESTRIAN TRADE NEWS JANUARY 2022 | 15

ETN | RETAILER PROFILE

From big top to saddlery and shop

Adrian Campbell, of AJ Saddlery, winner of ETN’s Prize Draw at BETA International 2021, tells Deborah Hayward about his colourful career and new store.

GOING ONLINE

When the pandemic stopped the auctions, it also called time on Adrian and Jean’s business, leaving them looking for a new route to market.

“I had all this stock,” says Adrian. “So we decided to go online and post the products out.”

BRICKS AND MORTAR

here’s no doubt that retailer Adrian Campbell is resourceful.

Over the past 20 years, he’s taken on a wide range of equestrian jobs and tweaked his business model in response to changing circumstances that threaten his livelihood.

His colourful career has even included stunt riding in the circus.

Although the online shop helped with sales, it didn’t bring contact with people in the way that the auctions had.

“I know that computers are the way of the world now, but most of my leatherwork and repair business comes from recommendation and face-to-face meetings,” explains Adrian.

The new shop has been open for business since August with stock for horse and rider. It allows Adrian to concentrate on his saddlery skills, and he relishes the variety of projects he’s asked to undertake.

“You get something different each time and you have to think about it for a day or two,” he says. “One of the first jobs I ever did was to make a muffler for a church bell.

“Getting the shop ready has been very stressful and caused a few arguments, but it’s all settling down now as things begin to come together. It’s been hard – Mum’s now 82, so a lot of the work falls on me.”

Adrian and Jean continue to run the website in addition to their new physical store. Second-hand goods are often sold through their Facebook group and at equine car-boot sales.

BUCKING THE TREND

BECOMING A SADDLER

Adrian Campbell and his mother, Jean, run AJ Saddlery as both an online retail operation and, since August, a bricks-and-mortar store in Staffordshire.

T

While modern retailing embraces the digital age, Adrian has added a bricks-and-mortar store to complement his existing online sales. AJ Saddlery’s two-storey building in Ashton-under-Lyme, Staffordshire, provides a retail area, saddlery workshop and on-site rug washing and repairs service.

Customer contact is crucial to Adrian. Before last year’s coronavirus lockdown, he and his mother, Jean, did a roaring trade from their stand at equine auctions across the country, selling riding essentials and offering leather repairs.

“It was a great meeting place, with people coming from all over, and many of them would drop things off to be mended,” he recalls.

“The auctions were a major source of our income and, if it wasn’t for Covid, we’d still be doing them.”

A FAMILY BUSINESS

Adrian, Jean and his sister, Heather, had begun taking their tradestand to auctions following the closure of The Riding Den, a small equestrian store set up by Jean in the 1970s.

“The tradestand was a proper family business that allowed me to earn extra money by doing other work at the same time,” says Adrian. “The three of us worked together until Heather married and moved to Ireland, leaving Mum and me on our own.”

16 | EQUESTRIAN TRADE NEWS JANUARY 2022

Adrian became a saddler by chance, He had been working as a drover at a local cattle market when a serious mishap changed the course of his career.

“One of the lads slammed a trailer door shut, taking off the end of one of my fingers,” he says. “I was off work for weeks and there was no help back then, so I began looking at all my options.

“Audrey Blakeman [of Crewe Saddlery] had previously suggested I should train as a saddler, so I booked onto some courses with David May up in Cumbria.

“While I was there, I would go down to Walsall to look around and chat with the saddlers and found a gentleman, Colin Simpkins, who I’m still friends with today. I still go to him if I have a problem.”

BUYING AT BETA INTERNATIONAL

After 12 months of lockdown, Adrian and Jean felt that a visit to BETA International was crucial to their business. “We wanted to see what was on offer, what we liked the look of and what we wanted to try,” says Adrian.

“We were really pleased to buy some socks from a company in Lancashire and got talking to the man from BUA Saddles, who is coming over to see me at the shop. I’m excited to say that there are a few things we’re working on.”

WWW.EQUESTRIANTRADENEWS.COM

RETAILER PROFILE | ETN

ETN ASKS ADRIAN...

Who is your biggest account with?

Shires Equestrian Products.

Who works in the shop with you?

My mum and two part-time members of staff – one to help with the internet and the other to do rug repairs.

Do you sell feed?

Working as a saddler has become a passion for Adrian.

A HORSEY CAREER

Throughout two decades of visiting the auctions with his tradestand, Adrian supplemented his income in a range of other equestrian jobs, including: • Working for horse dealer and producer Mark Chambers in Cheshire. “He was Master of the North Staffs at the time,” says Adrian. “I had originally worked for his son Marcus, who was killed in a tragic riding accident.”

• When the Sherlock Holmes TV dramas were being made in Manchester, Adrian helped with horse transport and worked with the people who supplied the Shire horses for the filming.

• Six months with Gerard Naprous’s The Devil’s Horsemen. “I wanted a change” says Adrian, “so a friend got me a job with him and we did a Wild West Show at Gandey’s Circus. I had never done stunt work before, but I literally learned on the job and had a great time.”

GET YOUR COPY OF THE ETN 2022 FEATURES LIST NOW! Email Us: etn@djmurphy.co.uk Abi Cannon Evie Edgar 01428 601028 01428 601031

No, we haven’t got space right now, but during lockdown I delivered feed and shavings for another retailer. I do what I can when times are hard.

Who are your customers?

They tend to be a combination of new and old, with some from local livery yards and others who have shopped with us online or through Facebook.

What gives you most satisfaction about your work as a saddler?

I love seeing a child smile when they’ve got a nice saddle for their pony and the enjoyment it brings them.

What do you do when you’re not working?

I love to go with my 10-year-old son, James, to places where we learn new things, such as museums. Since moving to the Potteries from Cheshire, we’ve found loads of them around here.

September 2021

July/August 2021

Volume 45, No 7

Volume 45, No 6

GALLOPING INTO A NEW ERA BETA International 2021 preview

READY FOR WINTER?

Conditioning feeds and warm rugs

ETN is the official media partner of BETA International

PLUS • EARN DOUBLE AMTRA CPD POINTS • RETAILER PROFILE • HOW TO AVOID BLOGGING BLUNDERS

2021

INSIDE

9 – 11 September

• PUTTING SAFETY INTO PERSPECTIVE • AMTRA ACCREDITED CPD FEATURE AND QUIZ • STABLE EQUIPMENT AND FEEDING VETERANS

NAEC Stoneleigh, Warwickshire, UK Main Sponsor

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BETA INTERNATIONAL 9th - 11th September 2021

FIND OUT MORE INSIDE

C E L E B R AT I N G

40 YEARS

2021

O F H O R S E C A R E E X P E RT I S E

9 – 11 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

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November 2021

December 2021

Volume 45, No 9

Volume 45, No 10

“WHAT A GOOD BOY!”

IN THE HOT SEAT

The best equine rewards

Saddles special

TRADE FAIR NEWS

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

BOXING CLEVER Could subscription bundles work for your business?

PLUS

• AMTRA ACCREDITED RAMA CPD FEATURE • FIBRE FEEDS AND NEW PRODUCTS • RETAILER PROFILE: FROM £30 TO MILLIONS

PLUS

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

2022

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EQUESTRIAN TRADE NEWS JANUARY 2021 | 17

ETN | PETS AND WILD BIRDS

Wild bird feed takes the bite out of winter

Photo: Nicki Fothergill

Feeding wild birds gives garden owners great pleasure – and retailers a super business opportunity. Simon Parker, trading director of Henry Bell & Co, highlights the species we can expect to see, and the feed and feeders needed to help them survive.

A choice of feeders at different price points is a good option for a retailer’s winter feed starter pack.

F

ew things are more uplifting than the squawks, chirps and calls of birdsong and the unmistakable rustle of feathers in trees and hedgerows.

We are a nation of wild bird lovers and, over the cold winter months, British homeowners play a crucial role in helping them to survive the hardships of freezing conditions, rain and strong winds.

Winter can be a particularly rewarding time for your customers to watch garden birds as they pluck berries from the hedgerows and leave tell-tale prints in early flurries of snow.

But, when their natural rich pickings are in short supply, putting out additional food can make a significant contribution to supporting wild birds.

1. A superior seed mix, which can be poured into feeders, popped on the bird table or fed from the ground. Packed with energy, birds that enjoy these mixes include robins, starlings, blackbirds, blue tits, house sparrows, bull finches and long-tailed tits.

2. Energy powerhouses such as fat balls and suet treats. Unlike humans, birds need high levels of saturated fat with a high energy content to keep them warm.

3. Sunflower hearts. These are bursting with energy and goodness, and birds don’t need to waste energy removing the husks. A favourite among robins, chaffinch, woodpecker, blue tits and house sparrows.

4. Peanuts. Rich in fat and popular with starlings, nuthatches, tits, house sparrows and great spotted woodpeckers.

5. Mealworms are relished by robins, starlings, blackbirds, song thrush and blue tits, and can attract other insect-eating birds such as pied wagtails.

6. Sunflower seeds are high in oil and protein, and loved by robins, blue tits, house sparrows, wrens and coal tits.

7. Bird feeders, perhaps a small range with a selection of prices.

8. Feeding stations suited to small and large gardens.

9. Ready-filled feeders.

10. Nesting boxes, which can prove handy roost sites during the winter.

About Henry Bell & Co

Henry Bell & Co has been a trusted name in the animal feeds sector since 1825. The Grantham-based family business is highly regarded in own-label manufacturing and launched the Henry Bell Wild Bird Care Collection in 2019.

Its own brands include equine feed EquiGlo Quick Soak 10 Minute Beet, Mr Johnson’s small animal foods and Dog Gone Fishin’.

High energy for low temperatures

A cold winter can quickly deplete a bird’s fat reserves, leaving it battling to maintain body heat. Reduced daylight hours make finding food increasingly challenging and hard ground and frozen water further compound the problem.

High-energy feed, such as mixes with sunflower hearts and seeds, peanuts and Nyger seed, is perfect for this time of year. Suet balls, cakes and rolls are also full of nutrient-rich energy needed for survival.

Although some feeds are best suited to feeders, others are better on bird tables or put out on the floor. Birds, too, have their preferences – robins, for example, like to eat from the ground and blue tits love hanging feeders.

Don’t just wing it

If you’re new to stocking feed and feeders, start with a good range of essentials to build on as your sales take flight.

18 | EQUESTRIAN TRADE NEWS JANUARY 2022

Pre-filled feeders make easy work of feeding wild birds in the garden.

Providing energy-packed seeds helps birds to cope with the challenges of winter.

WWW.EQUESTRIANTRADENEWS.COM

Top of PECKING the ORDER CONTACT US FOR A FREE BROCHURE

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WILD BIRD CARE COLLECTION Quality feeds and wild bird accessories l Speciality

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henrybell.co.uk Tel: 01476 565761 Email: enquiries@henrybell.co.uk

& PoS

ETN | PETS AND WILD BIRDS

Pet subjects

So many horse owners have dogs that you’d be barking mad not to stock a selection of pet products.

NOW YOU CAN EAT THE DOG’S LEFTOVERS…

Hug is a UK pet food brand which can be served raw or cooked.

It’s made from whole food with human-grade ingredients – and is said to be equally fit for canine or human consumption.

Hug’s recipes use free range or outdoor reared meat and seasonal British vegetables. The meals are topped off with a sprinkle of organic herbs and supplements

Dog shampoo worthy of a human hair salon

Poochiful is a new range of dog shampoos and coat sprays which embraces human salon-worthy ingredients.

The preparations are vegan-friendly and pH balanced to be tough on grime and doggy smells, but kind to dogs’ skin.

The curated collection of shampoos and

such as Antarctic krill, a source of omega-3.

With varieties for dogs and cats, Hug food is supplied fast frozen. After defrosting, it can be served raw or briefly cooked in the microwave or on the stove.

It’s safe to store in the fridge or freezer alongside human food.

Hug was founded by Vicky Marshall who has spent 12 years working in pet nutrition.

RRPs are from £2.70 for a single 300g serving. Taster boxes are available. Dishes are supplied in recyclable packaging. coat sprays features delightful scent combinations, such as pink apple with watermelon and black raspberry and vanilla.

The Poochiful shampoo collection includes a puppy shampoo, long and curly-haired shampoo, white dog shampoo, flea and tick shampoo, deep clean shampoo and an all-purpose shampoo for all breeds and coat types.

Super food for agility and gun dogs VetSpec Omega-3 Joint Mobility Formula combines Omega-3 Joint Mobility supplement and VetSpec Healthy Dog Adult formula to make one cereal-grain-free premium dog food.

The resulting product is rich in DHA and EPA (omega-3s) and offers glucosamine and chondroitin at levels only normally found in veterinary grade nutritional supplements.

Omega-3 Joint Mobility Formula is ideal to provide nutritional support for dogs with poor mobility or those in hard work such as dog agility or gun dogs.

Purely, naturally good for dogs

PureFlax 100% natural supplements for dogs are grown, harvested, cold pressed and bottled in Yorkshire.

In fact, this sustainable, highly palatable product travels just 400 yards from field to bottle!

Containing omega 3, with balanced

20 | EQUESTRIAN TRADE NEWS JANUARY 2022

levels of omega 6, PureFlax Oil for Dogs supports joint mobility, coat shine, immune systems and muscle recovery in working dogs.

In addition, PureFlax’s Advanced Dog Formula is a blend of premium flax, turmeric and black pepper. Milled on the PureFlax farm, it supports joint mobility, coat condition, skin health, immune, digestive and respiratory systems.

PureFlax’s James Palmer says excellent trade margins are offered. The products are available from wholesalers Battles and Trilanco.

Cosy in the nest box

Dengie Fresh Bed for Chickens was developed in association with the British Hen Welfare Trust (BHWT) to provide a clean, cosy dust-free bed for poultry.

Made from soft, dust-extracted straw with a pine oil coating, it has anti-fungal and anti-bacterial properties. Fresh Bed helps to absorb moisture, droppings and smells, and cushions hens’ feet.

Ex-battery hens are often not used to roosting on a perch and prefer snuggling into a nest of bedding, which is why the BHWT recommends Dengie Fresh Bed. The bedding can also be used to line nest boxes to keep laying hens comfortable and eggs protected.

Fresh Bed for Chickens is biodegradable, breaking down quickly to make great compost. It’s available in 100 litre bales, and is suitable for ducks, geese and pheasants too.

Every purchase helps to raise funds for the BHWT.

TURMERIC SUPPLEMENTS FOR PETS

The Golden Paste Company has a range of turmeric supplements for pets.

TurmerItch for dogs is formulated to improve skin and coat health, promote hair re-growth and help repel insects.

Dogs find the salmon triangles irresistible. And thanks to the enhanced bioavailability of key ingredients, they’re highly effective too.

Golden Paste for Pets is a joint and well-being turmeric supplement to add to meals. It also contains coconut oil, apple cider vinegar, black pepper and Ceylon cinnamon.

TurmerEase Supplement Slices are a chicken and sweet potato supplement with a turmeric blend. There are approximately 200 slices per tube.

Turmeric Capsules for Pets contains a unique blend of turmeric, flax seed oil and piperine.

WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

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EQUESTRIAN TRADE NEWS OCTOBER 2021 | 21

ETN | SOCIAL MEDIA MATTERS

Are you ready for real time?

If you can hold your nerve, ‘going live’ can be a big winner, says Rhea Freeman.

M

any social media platforms have the ability for us to stream live video, straight into the palms of our fans and followers.

Going Live can seem scary; well, it can be absolutely terrifying if you spend your life hiding from camera. But it’s an incredible tool that can reach customers in an authentic and genuine way – making it particularly appealing to small businesses.

You can go live on Facebook, Instagram, Twitter, LinkedIn, TikTok, YouTube and, as other platforms emerge, there’s a fair chance that they will encourage live streaming too.

The reason for doing ‘the live’ and who the content is targeted at will largely determine where to go live. If you’re aiming at businesses, LinkedIn could be a great option, for example.

In some instances, you can stream to more than one platform at the same time, which helps reduce the need to decide which one to use.

But why would you go live instead of posting a pre-recorded video?

The main reason is engagement and the ability to reach your customers in real time, as you are, without any editing. It’s the closest thing to an in-person experience online, which is why it was hugely important during the lockdowns.

Going live can also be incredibly important for online businesses as it allows them to share their personality, knowledge and care across the internet; to broaden their reach and potential customer base. And it can all be done from the comfort of your own shop, home or office.

22 | EQUESTRIAN TRADE NEWS JANUARY 2022

Here are six tips to help ensure ‘going live’ goes well…

• Light – good light can transform video quality, so think about the time of day you’re filming, having the light source in front of you, and testing with lights on and off. If the area is too dark, the quality of the video can reduce. Harsh artificial lighting can cast strange shadows. But don’t be put off. You can experiment before the live by recording videos on the device you’ll be using; try different lighting and review the footage to see what works best.

• Audio - audio has to be good with a live. Remove all background noise you can; if you have the radio on, turn it off. If people are in the office next to you, ask them to be quiet. It might sound extreme, but background noise can make it really difficult to hear what’s being said. Again, test this. You might even opt to use earphones/an external microphone if you’re not happy with the quality.

• Wifi – sometimes, we just can’t avoid the internet going wonky during a live, but do all you can to help it. Make sure there’s no livestreaming or heavy usage on the same network. I tend to turn off the wifi on my other devices too.

• Know why you’re there - have a purpose to the live. Is it a Q and A? A product launch? An interview? Have key points noted and props close by.

• Encourage interaction - ask for questions and comments from the audience as you go, but also have a list of what you want to cover, just in case your audience is shy or you get less viewers than you’d like. Don’t forget, live content lives on and can be watched on replay, or even repurposed into other things, so it always has value.

• Do a test run - Instagram lets you do a practice live to test everything. On Facebook, you can do a lot before you go live in the producer, or even run a test live in there too.

Be warned though. ‘Lives’ can be addictive; when you get going, you might find it hard to stop.

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.

WWW.EQUESTRIANTRADENEWS.COM

People

Fiona Dagger – the new main contact for BETA International exhibitors – is “feeling very positive” about her new role.

Fiona is head of sales at Impact Exhibitions & Events who are running the 2022 show on behalf of former organiser Equestrian Management Consultants (EMC), the wholly owned subsidiary of the BETA Group.

During 20 years in the exhibition industry, Fiona has specialised in B2B events including the Glee gardening exhibition and PATS pet trade shows. She also worked on the Royal Smithfield agricultural event.

Married with two children, Fiona lives on a smallholding in Kent where she keeps chickens and guinea fowl. She’s a dog owner and a lifelong rider who currently enjoys exercising a friend’s horse.

“What’s great about exhibitions is that you can transfer your skills to different industries,” Fiona told ETN. “It’s always exciting to be working with new people - and a bonus that equestrianism is something I like and understand.

“BETA International exhibitors will find it useful that I have great experience in the B2B and retail world. I appreciate that this is a business show first and foremost; it just happens to be largely for equestrian companies.”

Fiona would like to see BETA International steadily expand in future years, and is keen to explore its potential within the country lifestyle sector.

“Visitors and exhibitors really enjoyed Stoneleigh last year, so firstly we at Impact are looking forward to consolidating last year’s successful show there,” she added.

BETA International will revert to its traditional days of Sunday, Monday and Tuesday when it returns to NAEC Stoneleigh on 11 – 13 September 2022. The show first ran at the Warwickshire venue last September.

To find out more about exhibiting at BETA International, contact Fiona Dagger at Impact Exhibitions & Events on tel 01892 862848 or email Fiona.dagger@impact-exhibitions.com Michael Bacon has founded Channel Equine & Rural Business consultancy. After serving in the Household Cavalry, Michael spent 16 years with Dengie followed by senior roles with TopSpec and Saracen Horse Feeds.

Last autumn, he married Deborah Holliman, the managing director of Kent retailer Southern Equestrian Supplies.

WWW.EQUESTRIANTRADENEWS.COM

PEOPLE | ETN

Sister companies British Horse Feeds and The Golden Paste Company have appointed Branca Gebbie as business and trade manager.

Branca previously worked for workplace supplies company Banner, part of the EVO Group.

“My [new] role is to effectively manage all aspects of the companies and ensure the products continue to support animals and people to lead active and healthy lifestyles,” she said.

Branca has owned horses and dogs all her life. Much of her time away from work is spent chauffeuring her daughter and pony to Pony Club activities and competitions.

Jonathan Canty had longed for a coloured event horse since he was a child. And now he’s bred one that’s not only eyecatching but talented too.

Jonathan’s Saint Sire Dapper turned heads at Osberton International Horse Trials last autumn when he came second in the Four-Year-Old Showcase class.

Jonathan has worked for NAF for 21 years. He’s currently senior area sales manager, covering the East Midlands and East Anglia.

He’s also a lifelong horseman who’s ridden and owned several good horses. But admits that Saint Sire Dapper (aka George) is “a bit special.”

Jonathan’s dream of breeding a coloured eventer began with a union of his black, state premium graded Hanovarian brood mare with the [now deceased] coloured stallion Zed. “Zed had wonderful credentials,” said Jonathan, “his sire having been ridden at international para-dressage level and his homozygous genes guaranteeing the desired coloured offspring.”

After a successful foaling, Jonathan visited George when he was just 24 hours old. “My first thought was ‘thank goodness he has a black tail’”, he said, “as it is, we have to throw every NAF grooming product at him because he’s got so many white markings!”

When he was old enough, George was sent to Ginny and Will Turnbull in Leicestershire who produce Jonathan’s horses. Ginny rode him at Osberton.

Jonathan intends to let Ginny keep the ride. “George is the last one I’ll breed,” he added. However, Jonathan is planning to do more riding next season alongside his BD dressage judging and, of course, looking after his retail customers for NAF. Sometimes fate plays a hand with horses. And so it was when it came to naming George.

The foal was christened following a Facebook poll of followers of the vet practice who arranged his conception by AI. George came out as the most popular choice – and George also happens to be the name of Jonathan’s much-loved late grandfather.

EQUESTRIAN TRADE NEWS JANUARY 2022 | 23

ETN | HOOF CARE

A year in the life of a hoof

Stamped together by NAF nutritionist Griselda Beaumont BSc (Hons) ANutr (Animal) and PROFEET Five Star Farriers Ben Benson AWCF and Andrew James AWCF. Once dry conditions return, the horn shrinks as the moisture molecules evacuate the horn, leaving plenty of gaps. These gaps, which can develop into cracks, open up tracks for bacteria to play havoc with horn quality, leaving farriers with a difficult hoof to work with.

Lost work days and shortened shoeing/trimming cycles leading to increased hoof care expenses - can follow. It’s no surprise that this wet/dry cycle is one of the most common challenges faced by every horse and pony in the UK today.

THE STRUCTURAL IMPACT

An entire equine generation has worked all its life on synthetic surfaces.

T

hroughout the year, hooves experience a variety of conditions which can stress their state and impede growth.

Retailers are frequently asked by customers to point them in the right direction.

Is a hoof supplement required or simply a good application? Is it a case of determining what works best for the many different situations hooves encounter? Or is there a pattern we can follow?

WHAT DOES A ‘YEAR IN THE LIFE OF A HOOF’ LOOK LIKE?

Here in the UK, we experience four seasons annually, approximately 13 weeks making up each shift. However, extremes of weather are commonly witnessed which can make the traditional seasons harder to gauge.

With extremes seen in each season, from arid spells in summer to long, wet spells in winter, the hoof is subjected to variations in wet/dry conditions all year round.

When exposed to wet conditions, the horn itself expands as moisture molecules force their way between the essential bonds.

While the hoof may appear more ‘wholesome’ - and to the naked eye give a smoother impression, the wet has actually weakened the overall integrity of the hoof.

24 | EQUESTRIAN TRADE NEWS JANUARY 2022

WET CONDITIONS: • Water molecules can force their way into horn making it expand and weakening the overall structure.

• Weaker structural integrity can be more susceptible to damage; hoof is more pliable.

• Horn swells – the appearance can hide cracks and defects which can be falsely interpreted as healthy hooves.

DRY CONDITIONS: • Horn is at its strongest at around 25% moisture content.

• Hooves drying out after a wet spell can lead to extensive cracking and brittle horn.

• Increased farriery visits.

HAS OUR HORSE MANAGEMENT EVOLVED?

Ben Benson AWCF Master Farrier and Team GBR Farrier believes farriers have witnessed a huge change in the way we manage our horses over the last 20 years.

More horses stabled and schooled on manmade surfaces can have a negative impact on horses’ hoof health unless managed proactively. There’s now an entire generation that has worked all its life on synthetic surfaces, from deep rubber or wood chip to a high wax sand Hooves can crack when drying out or a fibre-sand blend. Each after a wet spell. delivers a different level of footing, resistance and energy absorption.

We see more horses washed off each day rather than having a more traditional (and laborious) grooming routine. We also have to take into account that horses are now worked 12 months a year, and to an older age, increasing the overall working life of the hoof.

WWW.EQUESTRIANTRADENEWS.COM

HOOF CARE | ETN FEET THAT MAY NOT BE FUNCTIONAL ALL YEAR ROUND

Andrew James AWCF Master Farrier explains that the shoeing routine tends to be on a four to six weekly basis – some going as long as eight weeks.

Dressage However, most superstar horses require Valegro gets a little help specific routines from PROFEET, to maintain their courtesy of his hooves effectively. groom Alan On average, the horn Davies. grows around 6mm / month dependent on the individual. Some may grow plenty of horn, but it’s brittle and weak with little integrity; others grow very slowly but have strong, adaptable horn.

Trimming and shoeing can prove difficult on both accounts.

For the weak horn, simply trimming and perhaps shoeing can be difficult for the farrier to achieve the desired result. For the strong horn, resultant paring down on trimmed hooves or re-shoeing can be difficult with little horn to work with despite its strong nature.

In both instances, a hoof supplement can be highly effective. It should not be fed short term, however, because it can typically take three to six months to see a difference, and nine to 12 months for the hoof to grow from coronet to toe.

It’s a long process that should not be taken lightly. “No foot, no horse” is a performance limitation which can lead to a possible welfare issue for the individual.

A good tell-tale sign of improvement is a ring that develops from the coronet band and grows downwards with the hoof, often depicting a dietary change.

PROFEET is truly the go-to supplement for all-round hoof care, building strong, capable horn, fit for purpose and able to persevere throughout the wet/dry conditions that pose threats on hooves daily.

EXTERNAL

Effective daily applications are looking to address the bacteria content of the hoof wall, sole and frog. This includes targeting cracks, brittle hooves and splits.

An additional benefit comes when the application can penetrate the hoof wall to support correct moisture fluctuations. The ability to cleanse thoroughly to cover all areas and help balance the pH of the hoof naturally can also be beneficial.

For those with weak soft soles, look towards a hoof hardener to strengthen soft soles and disinfect frogs prone to bacterial attack.

Stay with a natural choice assisted by MSM and zinc for ultimate hoof integrity.

Weather/ Environmental condition

Common signs

Dry Conditions

Wet Conditions

Recommended

Benefit

Brittle horn

PROFEET Farrier Solution/Dressing

Supports against contact with anaerobic bacteria

Dry horn

PROFEET Hoof Moist

Helps support the moisture content of the horn

Contracted heels

PROFEET Farrier Solution/Dressing

Helps maintain hoof structure integrity

Slow growth

PROFEET SUPPLEMENT

Build strong capable horn

Soft soles

PROFEET Rock Hard

Aid the strengthening of soft soles

Smelly frogs

PROFEET Rock Hard

Help disinfect poor frog tissue

Tacky horn

PROFEET Farrier Solution/Dressing

Cleanse horn and support moisture fluctuations

Weak horn

PROFEET SUPPLEMENT

Build strong capable horn

PROFEET POSITIVES

To date, many horses have achieved their career highlights with a little help from PROFEET.

INTERNAL

Supplementing provides internal support for hooves. Biotin is a popular ‘go to’ ingredient which many people feed straight for hooves that are in need of new growth, strength and integrity.

However, while biotin is proven to help with growth rates, without adequate methionine, the di-sulphide bond that helps provide the integrity for each keratin structure will be weaker.

This bond is formed by cystine (converted from methionine in the hindgut) and cysteine (included in PROFEET). These ingredients together provide great overall tensile strength and hooves built to last.

Along with these benefits is antioxidant support that addresses the oxidative stresses, plus additional support provided by nutrients such as zinc which helps support the rebuild/repair process within the hoof capsule.

WWW.EQUESTRIANTRADENEWS.COM

Horn swells in wet conditions, hiding defects and falsely giving the impression of healthy hooves.

EQUESTRIAN TRADE NEWS JANUARY 2022 | 25

ETN | HOOF CARE

Best foot forward ETN rounds-up the hottest hoof care products.

IN PRAISE OF THE HUMBLE HOOF PICK

One of the most helpful items you can stock is a good selection of hoof picks.

There are some great ergonomically shaped versions available now. And because they’re so much more pleasant to handle than the thin metal ones – especially in cold weather, they encourage owners to adopt a daily hoof picking routine.

There are so many reasons to pick out hooves consistently. If the job is done every 24 hours, it’s much easier as the soil doesn’t become compacted. Solid mud and muck are doubly difficult to dig out.

As well as removing debris, the feet, lower legs and shoes, if worn, are checked for problems which can be addressed before they get worse.

Picking up a horse’s feet regularly also trains him for the farrier. And a mannerly 26 | EQUESTRIAN TRADE NEWS JANUARY 2022

horse is always well received at shoeing or trimming time.

What else is good for hooves?

• Exercise – because it stimulates circulation to the hooves.

• Regular shoeing/trimming by a registered farrier for correct foot balance to promote general soundness.

• A balanced diet with the right levels of appropriate nutrients. Supplements should be used long term as it takes at least nine months for a new hoof to regrow.

• Using products that maintain a consistent moisture level in the hoof horn. Alternating between wet and dry underfoot conditions can cause hooves to crack or crumble as their structure is weakened.

• Clean bedding will make infections such as thrush less likely.

WWW.EQUESTRIANTRADENEWS.COM

HOOF CARE | ETN

Feeding for good feet SPILLERS Original Multi Balancer contains 15mg of biotin per 500g serving, proven to support hoof health.

It’s also rich in amino acids and high in antioxidants, while probiotic live yeast and prebiotic MOS support digestive health.

SPILLERS HAPPY HOOF is a low calorie, short-chop fibre, ideal for those prone to laminitis.

It has all the vitamins and minerals needed, plus biotin for hoof condition. It can be used as a total hay replacer and is approved by The Laminitis Trust.

And for those worried about molasses… SPILLERS HAPPY HOOF Molasses Free is a low calorie fibre blend with garlic and oil, and no added sugar.

BETTER HOOVES FOR LIFE

TopSpec Healthy Hoof contains the level of biotin scientifically proven to improve hoof quality (15mg/500kg horse/day), plus methionine, zinc, copper, iodine, calcium and vitamin A – all of which improve the effect of biotin alone.

Horses and ponies with brittle or crumbly hooves need to stay on TopSpec Healthy Hoof permanently.

TopSpec nutritonists do not recommend reducing the level of supplementation once good hoof quality has been achieved, as there is a significant risk that hoof quality will deteriorate without continuous nutritional support.

TopSpec Healthy Hoof is a caramel flavoured additive. 3kg has an RRP of £23.95.

CONTINUED OVER THE PAGE

Challenging Conditions demand premium hoof care Hooflex® provides complete horse hoof care that’s been recommended by farriers and trusted by horse owners for more than 70 years. Ÿ

Ÿ

Ÿ

Ÿ

Hoof conditioners to support strength and flexibility Hoof packing to cool and cushion, with or without pads Hoof dressing to help maintain moisture balance Frog and Sole care to help soothe the hoof and eliminate odour

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

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JANUARY 2022 | 27

ETN | HOOF CARE FOR THE PERFECT POULTICE

Hoof abscesses usually come on suddenly, prompting the afflicted horse’s owner to need poulticing materials.

Applying a hot, wet poultice draws out infection and soothes the pain - and Robinson Animal Healthcare supplies all the products needed to complete the treatment.

Animalintex Hoof Treatment is a licensed poultice containing an antiseptic. It also features Tragacanth, which, when it reacts with water, draws out infection and creates a clean wound area for optimum healing.

Veterinary Gamgee can be used as padding on top of the Animalintex; while a cohesive bandage such as Equiwrap holds everything in place.

The only other item that’s needed is some duct tape to keep the poultice dry.

Animalintex is the only VMD licensed multi-layered absorbent poultice available in the UK. It can also be used to treat bruised sole, sandcracks, seedy toe and for the removal of thorns.

Animalintex Hoof Treatment comes as convenient hoof-shaped dressings, ready for foot poulticing. Each one retails at around £6.

Support through nutrition Dodson & Horrell Hoof Support is a mess-free pelleted supplement for all horses and ponies with poor quality hooves.

It’s suitable in cases of temporary or recurrent hoof problems, as it can be fed on a permanent basis.

Hoof Support contains biotin, zinc and methionine which are essential for healthy, strong hoof formation and the integrity of the hoof wall.

Rapeseed oil provides essential fatty acids that help promote hoof quality, while mint and basil add palatability and herbal support. RRPs are £34.40 for 3kg or £20.70 for 1.5kg.

Also from Dodson & Horrel, Safe & Sound is low in starch, sugar and calories while fully balanced with vitamins and minerals, making it ideal for the laminitis prone.

Antioxidants help support the body’s natural ability to fight against free radical damage, plus there are recommended levels of biotin for hoof support along with zinc and methionine.

MSM is included for the support of the musculoskeletal system. The RRP is £14.80 for 18kg.

The licensed veterinary poultice from Robinson Animal Healthcare

Licensed by the Veterinary Medicines Directorate Guaranteed quality of manufacture Proven and consistent efficacy Trusted, safe and stringently tested Manufactured in the United Kingdom

Ask for at your local stockist, call us on 01909 735000 or visit www.robinsonhealthcare.com

28 | EQUESTRIAN TRADE NEWS JANUARY 2022

WWW.EQUESTRIANTRADENEWS.COM

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

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

EQUINE GASTRIC ULCER SYNDROME

By Lizzie Drury MSC RNUTR, senior nutritionist at Saracen Horse Feeds

H

orses evolved to ingest a high fibre, low starch ration on an almost continual basis. Foraging behaviour is important to the maintenance of a healthy digestive tract, as not only does the flow of forage through the digestive system ensure optimal digestive health but the chewing process produces large amounts of saliva, which helps to buffer the acid that is produced in the stomach.

The way in which we keep and manage horses often means that they are unable to exhibit this normal foraging behaviour and are exposed to high stress levels such as during training or early weaning, as well as being fed rations that may have high cereal and starch levels with less than optimal forage and fibre allowance catered for. These feeding and management practices have been associated with a high prevalence of Equine Gastric Ulcer Syndrome (EGUS).

EGUS is a term that is used to describe ulcers in the terminal oesophagus, non glandular and glandular regions of the stomach and the proximal duodenum. It was thought to more commonly affect Thoroughbred racehorses, but with the advancement of research and increased ability to be able to study other classes of horses, EGUS has significant prevalence in other classifications of performance horses e.g. show horses, eventers, dressage and endurance horses. The common factor amongst these horses is that they are more

likely to have reduced turnout, receive a lower forage intake and are exposed to higher stress levels due to more frequent travel and competition, and are therefore also more likely to have irregular feeding patterns.

However, it is also becoming more apparent that EGUS can also affect leisure horses and we are certainly now dealing with far more ‘leisure’ cases via our feed helpline. It has also been seen that all ages and breeds of horses and ponies are susceptible to EGUS. Ulcers have been identified throughout the stomach and the most commonly affected area is the non-glandular squamous mucosa along the margo plicatus. Lesions that occur in the squamous area of the stomach are usually a result of prolonged exposure, or ‘splash’, from hydrochloric acid, to a poorly protected area of the stomach.

Prevalence of glandular mucosal lesions is certainly increasing as expertise in the use of the endoscope rises and the lower part of the stomach is investigated more thoroughly. Glandular lesions are thought to result from impaired mucosal defence mechanisms rather than a primary peptic or acid injury. This is supported by the observation that feed deprivation models used to create squamous injury do not produce glandular lesions.

Glandular lesions can be successfully induced in horses using excessive administration of non-steroidal antiinflammatory drugs, and there is increasing evidence of a bacterial component to glandular ulcer development.

It has been suggested that EGUS should be divided into three distinct types

30 | EQUESTRIAN TRADE NEWS JANUARY 2022

1. Primary squamous ulceration – resulting as an increase in acid exposure 2. Primary glandular ulceration – resulting as a failure of the mucosal defences 3. Pyloric ulceration - caused by bile reflux

RISK FACTORS

Pasture turnout • In general, grazing horses appear to have a reduced prevalence of EGUS. Horses that are allowed to be horses will trickle feed and freely exhibit their natural feeding behaviour, therefore chewing frequently allowing for the copious production of saliva to buffer the continual acid production in the stomach.

Forage Feeding • When fed hay and pasture, horses produced 400 - 480 grams of saliva per 100 grams of dry matter consumed, whereas when a concentrate feed was fed, horses produced half as much saliva, therefore significantly reducing the buffering capacity.

• Alfalfa increases the buffering potential due to its higher calcium concentration.

• If straw is fed as the sole forage source, an increase in gastric lesions has been observed possibly due to low protein and calcium content, and the coarse nature of the straw may increase gastric irritation.

Starch Intake • Cereal and starch intake has been associated with an increased risk of EGUS in horses. Exceeding 2g/Kg bodyweight (BW) of starch intake per day was associated with a two-fold increase in the likelihood of EGUS and feeding more than 1g/Kg BW of starch per meal was associated with a 2.6 fold increase in the likelihood of EGUS. WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN Fasting • Horses evolved to trickle feed and therefore almost continuously eat and chew and produce continual but varying amounts of gastric acid.

Chewing produces saliva, an important buffer of stomach acid. Withholding feed, even if for a short time, causes a rapid drop in gastric pH. • Gastric ulceration can be induced by alternating 24-hour periods of feed deprivation and ad-libitum access to hay for a total of 96 hours of feed deprivation. Feed deprivation reduces the amount of saliva production and feed ‘matting’ to protect the squamous mucosa.

Exercise • Workload has been suggested to be one of the most important risk factors for EGUS. It is suggested that contraction of the stomach during exercise allows acid from the glandular mucosa to reflux up into the non-glandular region of the stomach resulting in acid injury to a relatively unprotected mucosal lining. Less marked injury has been seen in horses that have been fed prior to exercise.

Age, Breed, Gender • Some studies have shown an increase of EGUS in younger horses, aged two to six years, although this was confined to racehorses, while other studies have shown that the risk increases as age increases. A study in leisure horses showed no association between age, breed and gender.

Other Risk Factors • Water deprivation

• • • •

NUTRITIONAL MANAGEMENT TO REDUCE THE RISK OF EGUS

Electrolyte administration Administration of NSAIDS Reflux of bile acids Bacterial contamination

CLINICAL SIGNS

The clinical signs of EGUS can vary from horse to horse and can also be a reflection on that individual horse’s temperament.

Some horses will show more outwardly obvious signs with mild ulceration while others may show limited signs even in the presence of substantial ulceration. Personal observation has shown that horses with glandular lesions tend to have less tolerance to glandular ulcers than squamous ulcers.

Typical signs include: • Poor appetite or change in eating behaviour • Weight loss or failure to thrive • Irritability and general changes in temperament • Reduced performance • Abdominal discomfort to girthing or grooming • Recurrent mild colic

DIAGNOSIS

The only reliable method of diagnosis is by use of the endoscope. For this procedure to be carried out successfully feed needs to be withheld for 12 hours to allow for sufficient gastric emptying. A scoring system is used to score the lesions according to the number of lesions and their severity.

MEDICAL TREATMENT

Your vet is the best person to discuss treatment protocols with, but generally the treatment involves the use of medications such as Omeprazole and coating or binding agents to help protect the stomach lining.

1. Horses should ideally be allowed ad-lib access to long forage or fed at least no less than 1.0Kg/100Kg BW. 2. Good doers or horses that are resting or in light work may benefit from a reduced DE content forage source or a low-calorie forage replacer. Straw can be used to dilute the hay or haylage ration but should not exceed more than 25% of the forage ration.

3. Restrict cereal and starch intake and ideally feed less than 2g/Kg BW starch per day and less than 1g/Kg BW per meal.

4. Consider adding some alfalfa chaff to horses’ feed to increase the buffering potential of the ration. 100-200 grams/ 100Kg BW is suitable.

5. If the DE requirement is high to maintain work rate or body condition, introduce some vegetable oil e.g. maize oil to the ration at a rate of up to 100ml / 100Kg BW or use a high fat, rice bran supplement.

6. When adding additional liquid oil to the ration, make sure that you check the antioxidant status of the ration e.g.

Vitamin E. 7. Provide as much pasture turnout as is practically possible 8. Provide constant access to water.

9. Look at ways of helping to reduce stress levels.

10. Consider using antacid supplements to help protect the digestive system from gastric lesions.

RAMA CPD (nutrition) QUIZ SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW. EQUESTRIANTRADENEWS.COM (CPD section). TWO CPD POINTS 1. What is the top region of the stomach called? a. Glandular Region b. Squamous Region c.

Pylorus 2. What is the bottom region of the stomach called? a. Glandular Region b. Squamous Region c.

Pylorus 3. What is the cause of Squamous Ulceration? a. Increase in acid exposure b. Not feeding a balanced diet c.

Feeding Haylage

4. How are gastric ulcer diagnosed? a. Lameness test b. X-Ray c. Gastroscopy 5. True or false, leisure horses can suffer from gastric ulcers? a. True b. False 6. Name a risk factor for the development of Gastric Ulcers a. Inappropriate feeding of starch b. Fasting c.

Forage quality, quantity and availability d. All of the above 7. What should the daily starch intake not exceed for a horse with ulcers? a. 1g per 100kg bodyweight b. 2g per 100kg bodyweight c.

3g per 100kg bodyweight

RAMA C Questio PD n Januar s 2022 E y TN

8. How can you help to prevent Squamous Ulceration in the working horse? a. Feeding more forage b. Feeding chaff before exercise c.

Feeding corn oil d. All of the above 9. Why is saliva important? a. It cleans the horse’s teeth b. It stops the horse getting thirsty c.

It’s a natural buffer for stomach acid 10. The horse’s digestive system has evolved to digest large quantities of what? a. Starch b. Forage / Fibre c.

Cereals

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

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JANUARY 2022 | 31

ETN | INSURANCE

Photos: Rolf Dannenberg/Shutterstock, Maria Savenko/Shutterstock and Steve Horsley/Shutterstock

SEIB were there to help!

SEIB Insurance Brokers cover my Saddle Fitting business, and I must say they are a very efficient company, I have a point of contact who I am able to speak to if I have any questions, which means I’m not passed around the company in painful circles as has been known with other companies.

When I had a query, the lady that dealt with it couldn’t have done more to help me and explain the scenario to me, finding a resolution. A truly fantastic service.

I can highly recommend SEIB, I honestly feel they have your best interests at heart!

Jane Randall

#SEIBhere2help 24/7 email: enquiries@seib.co.uk

Call 01708 850000

www.seib.co.uk

Ask the experts

Good insurance gives peace of mind when all is well and vital support when things go wrong.

I’ve just been adding up my various insurance premiums on the shop, house, vehicles, horses, tack and dogs. They’re all with different companies and total a frighteningly high amount! Could I achieve better value by combining my domestic and business insurance needs?

It is normal practice that business and personal insurance are dealt with separately, particularly if the business is a limited company, as the cover required is very different.

While you may not be able to combine all your policies with one insurer, it is worth working with one broker who will research the market for you and ensure you have the correct insurer for each part of your portfolio.

A specialist broker can make sure you have the right cover at the right price. Another advantage is having one point of contact which could save hours of time, effort, telephone calls and web searches.

If you switch from visiting saddle fitting clients’ premises to them coming to you, you must inform your insurer.

SEIB answers some ETN readers’ questions…

I’ve noticed a steady stream of items disappearing from my store. Is it possible to insure against shop lifting?

Unfortunately, theft cover can only be provided when the individual has accessed the property or left the property by forcible or violent means. Or if items are stolen with the threat of violence.

I’m a saddle fitter who has always visited clients’ premises to fit saddles to their horses. I’m now building an all-weather arena at my workshop so clients can bring their horses to me. Do I need to review my insurance cover?

You will need to advise the insurer of the change to your business activities; the public liability cover will need to be amended to reflect the fact that clients are now visiting your premises and bringing their horses.

32 | EQUESTRIAN TRADE NEWS JANUARY 2022

I’ve recently opened a saddlery shop. What’s the cover most often over-looked by newbies like me?

If you are working away from site, say saddle fitting at a client’s premises, it’s important to declare this to your insurer to ensure you have the appropriate public liability cover and that your saddles are covered while in your vehicle.

It’s crucial that you declare all business activities to your insurer. For example, if you are washing rugs or repairing leather items, you must make the insurer aware to ensure you are adequately covered under the public and products liability section.

Are there any insurance deals and discounts currently on offer for equestrian retailers? And what are the most common pitfalls?

A common mistake made by new equestrian retailers is to buy a standard shop policy which does not cover saddle fitting, repair work or other bespoke parts of the industry.

There are discounts for BETA members from SEIB Insurance Brokers, for business insurance.

BETA members also receive free monthly direct payments to spread the cost.

• Please call SEIB on 01708 850000 to find out more.

WWW.EQUESTRIANTRADENEWS.COM

INSURANCE | ETN

Shearwater Insurance highlights areas of insurance applicable to different equestrian businesses.

Using a specialist broker can save hours of telephoning and web searches.

The legal requirements

Employers’ liability cover is a legal requirement for most businesses with staff. This includes full-time, part-time, freelance staff and those working non-gratis. If a person is working for you for any type of reward, whether that is a free stable, accommodation or product, they will still count as an employee who requires insurance.

When dealing with the public

Public liability insurance is important if you’re meeting members of the public, whether this is at your own premises or elsewhere.

It can protect you against claims for compensation in the event of damage or injury to a client, customer, supplier or other third party.

Retailers, equestrian venues, and tradespeople (saddle fitters, physiotherapists etc) should all carry public liability, including photographers attending clients and events.

When issuing advice

If your business gives advice or offers professional services to other businesses, or if you deal with client data and intellectual property, professional indemnity insurance is an important consideration. If you make a mistake or issue bad advice that loses a client, they may sue you for damages. Professional indemnity provides cover for the compensation, damages and legal costs levied against you.

The issue of products

Product liability insurance covers you for the cost of compensating someone should a faulty product cause an injury. For example, should you sell a product that could break and cause serious injury, you could be liable. Product liability protects you against such incidences. You’ll need to ensure that you have ‘rights of recourse’ against any manufacturer or supplier in this case.

Cybercrime on the rise

As technology changes, so does the threat. With more and more business being done online, the threat of cybercrime increases.

Cyber liability insurance can protect against business interruption caused by being hacked or a malicious virus. Cover would also be available should you unknowingly infect another a third-party computer or network.

As much as GDPR breech cover isn’t specifically available, should you lose client data as part of a cyber-attack, cyber liability insurance provides cover for the costs of compensation to affected clients and the costs of data recovery and investigations as to the cause of the loss.

• Call Shearwater Insurance on 01992 707318 to find out more.

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10% OFF NEW COMMERCIAL POLICIES QUOTE ETN10

Should a faulty product cause injury, you could be liable.

Product liability insurance is the answer.

WWW.EQUESTRIANTRADENEWS.COM

SHEARWATER-INSURANCE.CO.UK

01992 367112 EQUESTRIAN TRADE NEWS JANUARY 2022 | 33

ETN | BETTER RETAILING

How to be an award-winning retailer Priceless publicity and prestige will be enjoyed by the 2022 Zebra Products Retailer of the Year. So, how do you stand the best chance of taking the title?

Most horsey shoppers prefer personal service to a supermarket style approach.

I

t’s no coincidence that some of the UK’s top equestrian stores make the shortlists for Retailer of the Year time after time.

Firstly, they get enough nominations from their customers to make the cut.

Then, because they run such professional operations, they sail through the mystery shopping phase of the judging process.

This award is all about customer care, staff with good product knowledge and the ability to give sound, specialist advice.

The size and scope of a retail business is very much secondary to the service it offers. Indeed, several small niche businesses have done well over the years.

TIPS FROM THE EYES ON THE GROUND

The team at leading distributor and new award sponsor Zebra Products visit retailers Catherine Dodd across the UK every day, putting them in a great position to suggest what works well – and what doesn’t.

Here are their tips on how to be an award-winning retailer…

Catherine Dodd, Zebra Products’ customer service manager, says:

34 | EQUESTRIAN TRADE NEWS JANUARY 2022

• Make it easy for customers to find what they need. Online shops should be visually aesthetic to the eye. Physical shops need good merchandising and an inviting layout.

• Staff with good product knowledge can help guide customers to get what will best suit their needs. A friendly, welcoming demeanour is a must as this improves the selling experience and encourages repeat orders.

• An effective online social media presence draws customers into buying from you. If a customer is on the fence, this can be the thing that seals the deal.

WWW.EQUESTRIANTRADENEWS.COM

BETTER RETAILING| ETN Liz Crew, Zebra Products’ southern sales manager, says: • In-depth product knowledge is key so that staff can talk customers through the products and how they can benefit them in their particular Liz Crew situation.

• Making a big effort with fresh, exciting visual merchandising has a huge effect on customer behaviour.

• When I phone a shop, it’s great to hear regular voice mail/on-hold updates that change with each season. It can help direct customers to targeted ranges/ brands or products.

• Involve customers by arranging competitions and themed days/ weekends. Run charity shopping days or coffee mornings, seasonal shopping events, specialist visits/talks. These could be for worthy causes or to show investment in the local equestrian community.

• Everyone loves meeting well presented, happy smiley staff.

Liz Holland, Zebra Products’ northern sales manager, says: • Customers like free parking, and a coffee shop for thinking about potential purchases.

• Good lighting in store enables customers to see the stock to best advantage.

• Busy consumers much prefer shops that hold stock - rather than ordering from a catalogue and asking customers to wait.

• Seven-days-a-week Liz Holland opening hours are popular.

• Employ staff who can give advice and recommend products, rather than operating a supermarket-style selfservice approach.

• When it comes to online sales, super-fast delivery is key.

• An end-of-season sale clears old stock and frees up space for exciting new lines.

• Remind and incentivise your customers to vote for you as Zebra Products Retailer of the Year.

Good merchandising makes a difference whether it’s online, in store or on a trade stand.

A mystery shopper’s likes and dislikes ETN spoke to a regular member of the Retailer of the Year judging panel who makes visits and makes incognito telephone calls to short-listed stores: A pet hate is phones not being answered promptly, or going into a shop and nobody even acknowledging your presence.

But perhaps the biggest let-down was when staff didn’t know enough about the products or, even worse, made no effort to find out and just made up something!

Staff sounding bored “like they’re

WWW.EQUESTRIANTRADENEWS.COM

A coordinated, well-lit display helps customers find what they need.

reading from a script” is another irritation for this mystery shopper.

Retailers who scored highly made time to ask customers about their horses, had a relaxed telephone manner and a sense of humour.

The mystery shopper also appreciated advice and recommendations for products “in a constructive but not pushy, salesy way.”

Finally, our mystery shopped wanted to enjoy the shopping experience in attractive surroundings, be it in store or online.

How to be in the running

The Zebra Products Retailer of the Year award is one of a series of 2022 BETA Business Awards. It has two categories; one for bricks-and-mortar stores and another for online/mail order retailers.

The judging process is similar for both. First, consumers nominate retailers who offer excellent service and advice to the horsey community.

As an incentive, a uvex riding hat is up for grabs in a prize draw open to all nominators.

Retailers are free to add their own ideas to urge their customers to vote for them. Some publicise the web address (see below) on their sites or add a card or link to each physical or digital shopping bag, for example.

Social media is a great tool to drum up support for your campaign to win the award.

Retailers with the most nominations in each category (bricks-and-mortar and online) are short-listed and then mystery shopped. The mystery shoppers, appointed by BETA, are from various backgrounds and are independent. They score their findings objectively across a number of set criteria.

Short-listed retailers can be mystery shopped – by phone, online shopping or a physical visit – at any time during the judging process. There is no forewarning.

Nominations for the Zebra Products Retailer of the Year award should be made by 31 January 2022. Forms can be completed online via www.beta-uk.org, at Zebra Products (www.zebraproducts. co.uk) via the ROTY nomination form, posted to BETA, East Wing, Stockeld Park, Wetherby LS22 4AW, or emailed to agy@beta-uk.org.

Presentations to winners will be during the BETA Conference and Business Awards ceremony in March or April 2022.

• Zebra Products is the distributor of a host of top European brands to UK and Irish retailers. The North Wales based company also works with leading riders such as Charlotte Dujardin and Ben Maher.

EQUESTRIAN TRADE NEWS JANUARY 2022 | 35

ETN | ETN REPORTING

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 January 2017, ETN reported:

FIVE YEARS AGO...

 Matchmakers International received £3.75 million funding from Bibby Financial Services. The West Yorkshire based company was home to brands such as Cottage Craft, Masta, Harry Hall, Tottie and Caldene.  Ed Vant, formerly joint managing director of distributor Westgate EFI, left the company after selling his shares to business partner Bruno Goyens. Ed’s father, Michael Vant, started Westgate in 1958.  The days of event riders wearing beaglers [velvet covered riding hats without harnesses] for dressage came to an end.

British Eventing announced that up-to-standard headgear was compulsory for all three phases at all levels.  Trilanco’s £7 million headquarters in Lancashire was nearing completion. In his relocation diary for ETN, managing director Martin Balmer revealed that the windows and doors alone had cost £168,000 and the sprinkler system £250,000.

In January 2002, ETN reported:

 Abbey Saddlery 20 acquired the YEARS equestrian supplies AGO... business of Lariot.

Lariot saddle trees were to continue to be manufactured in Walsall under Ian Rae.  Muck boots, a “new, neoprene Wellington” arrived on the scene. The sole European importer was Belstane Marketing.

In other product news, Thorowgood introduced a saddle fitting guide to help riders and retailers determine horses’ back width and wither profile.  Zara Phillips became the ‘face’ of the Jeep National Riding Festival, BETA’s campaign to get more people into the saddle.

Reporting the news, the Daily Mail said that riding was definitely making a comeback.  Sue Moxon of R&R Country and Michael Mullavey of Weatherbeeta joined the BETA Council. While Rob Welch, of Battle, Hayward & Bower, became the first chairman of the trade association to serve for a second term.

36 | EQUESTRIAN TRADE NEWS JANUARY 2022

In January 2012, ETN reported:

TEN YEARS AGO...

 Ben Wallace MP [now Defence Secretary] was guest of honour at the opening of Supplement Solutions’ new premises in Lancashire. He nailed up a horseshoe to bring good luck to the online retailer founded by Hannah Wild.  BETA’s mechanical horse RoboCob took centre stage on the BBC’s prime-time quiz show Question of Sport. Under the watchful eye of presenter Sue Barker, RoboCob was ridden by Phil Tuffnel in a polo challenge.  Canadian company Two Fair Mares launched an equine activity centre. The Neigh Station – complete with mirror, sliding latch that clicks, and rider-shaped toys on ropes – was designed to provide oral stimulation and keep boredom at bay.  Gillian Neill took over as product and sales manager at licks supplier Horsylx. And Stephen Huggett replaced Duncan Kent as managing director at Walsall saddle manufacturer E Jeffries & Sons.

In January 1992, ETN reported:

30

RS

YEA  The Princess Royal met AGO... four generations of the Uttley family when she visited the Caldene Clothing Company and toured its West Yorkshire factory. She chatted with 92-year-old Geroge T. Uttley who founded the business in 1922 after serving in the First World War. The princess was also introduced to his son Kenneth, the joint managing director with his son Carl, and Carl’s son Adam.  Three saddlery retailers decided to run as a group to give themselves a corporate identity. The former Hazeldene Barn Saddlery at Chesham, St Marks Saddlery in Maidenhead and Outdoor Life in Isleworth, Middlesex became known as Complete Equestrian Stores.  The International League for the Protection of Horses (ILPH, now World Horse Welfare) sent a lorry-load of feed and veterinary supplies to help horses – including Lippizaner breeding stock - caught up in the Yugoslavian war. Allen & Page, Bayer UK, Boehringer, Dodson & Horrell and Pfizer contributed to the aid mission.  The cast of hit TV series Emmerdale Farm were given Puffa vests and parkas to keep them warm during filming. And the brand was rewarded with some great promotional shots taken outside The Woolpack, the soap’s well-known pub.

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BENCH SADDLER OF THE MONTH | ETN

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.

Award winning saddler Line Hansen came to the UK to ride professionally.

ETN BENCH SADDLER OF THE MONTH: LINE HANSEN

NOMINATED BY: Jennifer Roy of Springfield Saddler, who says: “Line was my tutor at Capel Manor where she instilled the need for quality in terms of both safety and aesthetics. She has a deep and sincere passion for guiding, encouraging and supporting her students. Line’s a regular winner at the SMS National Saddlery Competition and a great example to all aspiring saddlers.”

ABOUT Line: As a girl, Line spent many hours with her father in his workshop. “He was very keen that we should spend time together.

Consequently I spent many hours of my young life holding things for him while the glue was drying,” she says.

Line has an equestrian background. She came to the UK for a gap year when she was 18 to ride professionally for a Baron Dewykersloth in Dorset. “To this day, I’m still on my gap year!” she laughs.

In fact, the riding became the foundation for her future career.

“While I was riding professionally, I gained more and more understanding of the importance of well-fitting saddlery to ensure optimal performance and comfort of the horse,” she says.

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When she was in her early 20s, Line decided she wasn’t still going to be riding for a living when she was 50. “It’s is hard work, in all weathers, with a chance of getting hurt.”

Therefore she began to pursue her interest in saddlery. Despite being based in Salisbury, and with five horses of her own to compete, she spent three “fantastic” years at Cordwainers’ College, travelling up to London every day.

At the end of her third year, Master Saddler Peter Lewis [then of Pointings Saddlery in Bath] contacted Line with a job offer. “I worked with Peter for four years and learnt a lot from him about saddle fitting,” she says.

Next, Line set up her own saddlery business near Salisbury. But she soon enquired about a part-time job at Cordwainers’ College. “I missed the wackiness and creativity of the place,” she admits.

Since 2000, Line has run the college’s saddlery department, moving to Capel Manor College in Enfield when Cordwainers’ College was merged with London College of Fashion. Currently, she manages and teaches two City & Guilds full-time programmes in saddlery, known as the Cordwainers’ Diploma.

architecture and museums that London has to offer.

She is optimistic for the industry’s future. “The world of saddle fitting is developing amazingly for the good of the horse.

“As for education of future saddlers, there are now more opportunities than ever with additional courses such as bridle fitting and flocking courses, as well as lots of other training opportunities.

“The Covid situation has led to us having to create hybrid training and courses for saddlery students, which I think we will see a lot more of in the future.”

Line still loves horses and working with leather. But to see her students doing so well at the SMS national competitions every year gives her particular joy.

COMPETITIONS AND BANISTER RAILS

Line enjoys entering the SMS National Saddlery Competition, especially the President’s Choice class. “It encourages one to think outside the box and use one’s saddlery skills to create something nonsaddlery,” she explains.

“I’m most proud of the clarinet case I produced a few years back, but my favourite item is a little leather stacking toy I produced for the President’s Choice class some years ago. To this day, however, I’ve yet to produce the perfect item!

“When I was working at Pointing’s Saddlery, we were commissioned by Clark’s Shoe Shops to cover 183ft of banister rail in green leather – all stitched as you would a cricket ball.”

Away from saddlery, Line enjoys playing music, cycling and exploring the

Seeing her students do well at the SMS National Saddlery Competitions gives Line Hansen great joy.

HOW TO NOMINATE A BENCH SADDLER:

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

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

EQUESTRIAN TRADE NEWS JANUARY 2022 | 37

ETN | CLASSIFIED

Classified Reach the riders that count CLOUD POS ECOMMERCE

For a bespoke promotional package with Horse&Rider and PONY magazines please contact abi@djmurphy.co.uk 01428 601028 Print  Digital  Social  Email  Advertorial  Video  Research  Events

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

Coming soon in ETN… APRIL 2022

• Feed for performance – including AMTRA accredited CPD feature, nutrition module.

• Top-to-tail grooming – fly and coat care products including summer sheets.

• Clothing and footwear – seasonal styles.

• Stay safe – body protectors, riding hats, hi-viz and protective footwear.

Submissions for editorial should be emailed to editor@equestriantradenews.com before 23 February, 2022. For more information, contact Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk

38 | EQUESTRIAN TRADE NEWS JANUARY 2022

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EQUESTRIAN TRADE NEWSSEPTEMBER 2020 | 39 Email: sales@snowhill.ltd.uk Tel: 01243 672323

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