JANUARY 2023
Volume 47, No 1
ON THE WING
How to profit from wild birds
DO YOU KNOW YOUR BIOTICS?
ETN is the official media partner of BETA International
AMTRA CPD on digestive health
PLUS
2023
• BETA chairman in the hot seat • Hoof care best-sellers • News and new products
10-11 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor
Main Sponsor
NEW
CONDITION-IMPROVER
Fully Balanced, Calorie Dense
High in ‘Super-Fibres’ & Oil
Unique Inclusion Of Equi-Jewel®
Added Live Yeast For Digestive Health
FOR OU TSTA N D I N G
Supports Optimum Weight Gain & Muscle Development
With no change to the nutrient values customers feeding products from the Show-Improver and Conditioning Range can transition onto the new Condition-Improver products without disruption to their horse’s diet.
Condition, Topline & Saracen Shine
Scan Here For Help Choosing the Right Feed
For nutrition advice or further information on our feeds please call +44 (0)1622 718487 Email info@saracenhorsefeeds.co.uk or visit www.saracenhorsefeeds.com
Feeding Fibre for Health & Performance
Alex Bragg CCI5* International Event Rider
Our high fibre feeds include alfalfa, making them ideal for horses and ponies prone to gastric ulcers. Alfalfa is naturally very low in sugar and starch, whilst providing plenty of slow-release energy the perfect way to fuel performance and promote digestive health! ULSER LITE LOW IN CALORIES
HEALTHY TUMMY NUTRITIONALLY BALANCED
ALFA-A OIL HIGH IN CALORIES
PERFORMANCE FIBRE HIGHLY PALATABLE
Ultimate pure alfalfa feed for fuelling work & promoting condition
A tasty blend of pure alfalfa & grass, to tempt fit, picky performance horses
Provides 12.5MJ/kg of DE from fibre and oil
Highly palatable with a light molasses coating & spearmint oil
Soft tasty blend of British grass & high-quality oat straw
Nutritionally balanced pure alfalfa fibre feed
Alfafla pellets included to provide bio-available source of calcium
Includes a high specification of B vitamins plus additional magnesium & calcium
Contains ADM Protexin In-Feed Formula
Contains ADM Protexin In-Feed Formula
Naturally low in sugar & starch
Free from molasses, binders & preservatives
Free from molasses, straw, cereals & preservatives
Free from molasses, straw, cereals & preservatives
Soft & easy to chew Free from straw, cereals & preservatives
All of these products carry the BETA Equine Gastric Ulcer Approval Mark as being independently approved as suitable for equines prone to gastric ulcers as part of a balanced diet.
Discover more at www.dengie.com
01621 841188
Editor’s comment “
It’s coming home,” chanted the everhopeful England football fans during last month’s World Cup. It’s a refrain that could be borrowed by a number of equestrian suppliers. Red Gorilla is making its all-new Gorilla Plas range in the UK. Then there are the likes of Stubbs England and Vale Bros plus, of course, many Walsall saddlemakers who have long championed British manufacturing. Sourcing nearer home makes so much sense on many fronts. It can avoid supplychain issues and is environmentally more acceptable, to name but two. Perhaps it will become a growing trend in our trade in 2023? My goodness, we need to be careful what’s said on social media. I spotted a post the other day in which the writer criticised the police (rather unfairly I thought). Her previous post made it very clear that she worked for a horse feed company. Well, not only did the post about the police provoke a stream of praise in defence of our boys in blue, but people were also brand bashing the feed company concerned. “I won’t be buying their feed in future,” wrote one. “Time to switch to another feed,” said another. Maybe a safe default position when posting is that great standby: If you can’t say something nice, don’t say anything at all… Perhaps I’m a boring pedant, but poor writing style in an advert or social media post doesn’t half put me off buying the product being promoted. In some cases, poor grammar makes it hard to understand what’s being said – and sloppy writing always gives a bad overall impression. If they can’t be bothered to use
FRONT COVER:
This month’s striking ON THE image is by ETN’s WING digital manager and accomplished photographer Nicki Lewis. Selling garden PLUS CONDITION-IMPROVER Condition, Topline bird food is a great & Saracen Shine side-line. Find out more about which seed mixes and accessories to stock in this issue of ETN.
JANUARY 2023
Volume 47, No 1
How to profit from wild birds
DO YOU KNOW YOUR BIOTICS?
ETN is the official media partner of BETA International
AMTRA CPD on digestive health
2023
• BETA chairman in the hot seat • Hoof care best-sellers • News and new products
10-11 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor
Main Sponsor
NEW
Fully Balanced, Calorie Dense
High in ‘Super-Fibres’ & Oil
FOR OUTSTANDING
Unique Inclusion Of Equi-Jewel®
Added Live Yeast For Digestive Health
Supports Optimum Weight Gain & Muscle Development
With no change to the nutrient values customers feeding products from the Show-Improver and Conditioning Range can transition onto the new Condition-Improver products without disruption to their horse’s diet.
Scan Here For Help Choosing the Right Feed
For nutrition advice or further information on our feeds please call +44 (0)1622 718487 Email info@saracenhorsefeeds.co.uk or visit www.saracenhorsefeeds.com
WWW.EQUESTRIANTRADENEWS.COM
In this issue...
NEWS
What’s been happening in the trade
apostrophes properly, what attention has been paid to the quality of the product or service? Then there’s the downright confusion caused… A social media post for a beauty salon made me chuckle. “Drop in appointments… slots available today,” it read, which I took to mean that the volume of bookings had declined, hence appointments were available. I even felt a little twinge of sympathy… But no, on second reading it was an invitation to ‘drop in’ and should have read “Drop-in appointments… slots available today.” And all for the sake of a hyphen.
PRODUCT NEWS
BETA has had many exceptionally good chairmen – and women – in its 40-plus year history. You can meet the latest incumbent, Michael Darley, and read about his plans for the trade association in this issue of ETN. Heading a body like BETA is often a thankless task. People are quick to complain and less so to offer support. High on Michael’s agenda is getting more folk to come forward with ideas, volunteer to sit on committees and generally get involved. Of course, when time is money and cash is tight, it’s quite an ask to do this. But if a busy agent like Michael can manage it, surely others can too. This year is going to be a tough one with businesses needing all available marginal gains to stay profitable. Many members have reason to be grateful to BETA when things get sticky; but the wise ones use its impressive resources for positive purposes too by joining in with campaigns, attending shows under the BETA banner and airing the logo. If you’re not a BETA member, you’re missing out. And no-one can afford to forego opportunities in 2023.
RETAILER PROFILE
New launches line up
SOCIAL MEDIA MATTERS The cost of using influencers
BENCH SADDLER OF THE MONTH Meet this month’s winner
PEOPLE
Who’s new, who’s moved
BEST IN TEST
A look back at 2022’s top products
AMTRA RAMA CPD FEATURE & QUIZ Know your ‘biotics
We visit Equisign Tack & Feed
ON THE WING
How to profit from wild birds
PETS AND WILD BIRDS Product round-up
BETTER BUSINESS Five ways to profit
HOOF CARE
Putting equine feet first
MARKETING AND PR DIRECTORY Want to promote your business?
BETTER BUSINESS
Chasing debts? Had your designs copied?
4
10
14
16
18
20
24
27
30
32
35
36
38
42
TURN BACK THE PAGES
What ETN was reporting five, ten, 20 and 30 years ago 44
IN THE HOT SEAT
With BETA chairman Michael Darley
45
We all know that marketing is the last thing firms should be trimming in hard times. Easier said than done you cry? Well, ETN is happy to help. Make 2023 the year you will drop a line to us to let us know about your new products, special promotions, expansion plans, people taken on, awards won and money raised for charity. All it takes is a quick email to editor@equestriantradenews.com and it’s free!
Liz Benwell Liz Benwell
EQUESTRIAN TRADE NEWS JANUARY 2023 | 3
ETN | NEWS
News
Black and navy breeches allowed for riding club competitions An equestrian sports body has fallen into line with tennis by allowing competitors to wear dark coloured legwear. British Riding Clubs (BRC), a national organisation representing 28,000 equestrians, is changing its rules across all competitions to allow riders to wear black or navy breeches. It’s expected more equestrian organisations will follow riding clubs’ lead as other sports move away from compulsory white gear. White, cream and beige are still accepted for BRC competitions along with the darker colours. BRC says the move is intended to help female competitors feel more comfortable and confident to perform at their highest level while they are on their periods. The rule applies to all riders, so male competitors can also wear black or navy breeches if they wish.
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
“Changing the rules around the colour of breeches to be worn in competitions is an important and significant move as more sports look to adapt to be more relevant and more inclusive,” said Rachael HollelyThompson, head of BRC. “We expect more equine organisations to follow suit on this change over the coming months especially as the movement gathers momentum across all sports with people like [tennis pundit] Judy Murray and the Manchester City women’s football [team] championing the cause to ditch mandatory white sportswear.” Equestrians have already commented on social media that they like the idea of wearing black and navy breeches in competition – and not just because of their periods. “I’m a larger size rider and I can’t wait. I feel self-conscious in light coloured breeches, but fine in darker ones,” wrote
Advertising Manager Evie Edgar Email: etn@djmurphy.co.uk Tel: 01428 601031 Abi Cannon Email: etn@djmurphy.co.uk Tel: 01428 601028 Digital Manager Nicki Lewis Email: nickil@beta-int.com The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright All material is copyright Equestrian Management Consultants Ltd
Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com 4 | EQUESTRIAN TRADE NEWS JANUARY 2023
www.carbonbalancedpape r.com CBP123456
one with whom many agreed. In addition, the rule change will likely mean a drop in washing machine use for horsey families. NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com ADVERTISERS’ INDEX Absorbine Bedmax BETA courses BETA facebook group BETA International BETA membership British Dressage Citrus Lime Dengie D J Murphy Publishers Equi Glo ETN Gatehouse Henry Bell Holdsworth PR Jenkinsons Jenkinsons NAF Premier Equine Red Gorilla Saracen Snowhill STUBBS England
23 21 21 34 29 40 26 46 IFC 41 15 43 23 33 38 3 9 7 13 OBC OFC IBC 17
WWW.EQUESTRIANTRADENEWS.COM
NEWS | ETN JOULES ACQUIRED OUT OF ADMINISTRATION Joules’ founder Tom Joule and Next Plc have acquired Joules out of administration for a total cash consideration of £34 million. Next will own 74% of the equity of a newly formed company, with the remaining 26% owned by Tom Joule. Next has additionally acquired the current Joules head office in Market Harborough for £7m cash. “After three years away from the operational side, I’m truly looking forward to inspiring teams with clear direction to excite and recapture the imagination of the customer again,” said Tom as the acquisition was announced on 1 December. “It’s important that we live up to the high standards [our customers] desire in design, quality and, with Next’s Total Platform delivery and customer support proposition, the service they expect.” Joules called in administrators in November 2022 after failing to secure emergency funding. Tom Joule founded the brand in 1989. Joules went public in 2016.
Manufacturers reach settlement over video dispute
Two girth manufacturers have entered into a settlement agreement following a dispute over an online product review. CJ Proline ApS, designer and manufacturer of the Scharf Freedom Girth, had objected to a video published by WOW Saddles that assessed different girths available to purchase. The video was published on YouTube and the WOW website and later reposted to various Facebook pages. In the video, David Kempsell, managing director of First Thought Equine Ltd, manufacturer and designer of WOW saddles and girths, compared various girths (including his own) using a pressure testing method. CJ Proline ApS objected to the content of the video as it considers the Scharf Freedom Girth to be incomparable to other girths on the market, particularly when using the pressure testing method used in the video. Scharf also objected to the fact that the product’s instruction guide had not been consulted and that the girth had not been fitted properly during the testing.
WWW.EQUESTRIANTRADENEWS.COM
Horsebox sales in fresh business model Trailers on the scheme are under warranty and servicing costs are covered for the hire duration. Customers pay for any damage up to £1,000.
“Uncertain times” have prompted Equi-Trek to offer new horse trailers on a monthly lease basis. Under its Flexi-Tow scheme, a new Apollo trailer can be had for £200 plus VAT per month on a rolling contract requiring just one month’s notice to cancel. “Yes, it’s that simple,” says the manufacturer, adding that it wants to “provide customers with peace of mind that, should their circumstances change, they are not tied into a long-term hire or finance contract.”
For these reasons, Scharf did not consider the study to be a fair indication of the Scharf Freedom Girth’s performance. Scharf and The Centre Line, UK distributor of the Scharf Freedom Girth, approached Rebecca Stojak, the head of Geldards Solicitors’ Equine Law Team, to advise and represent them in their dispute with WOW Saddles. Geldards’ Equine Law Team instructed Oliver Nunn, a barrister with KCH Garden Square, who together with Rebecca Stojak and Jon Butler, a Partner in Geldards Commercial Dispute Resolution Team, negotiated a settlement between the two parties. Apology and statement WOW Saddles apologised for any omission and pledged to ensure it contacted the manufacturer of any products prior to undertaking future tests. As part of the settlement, WOW published the following statement: On 30 July 2021, WOW published a video in which Mr Kempsell and WOW undertook an assessment of different girths available to purchase on the open market. Whilst we stand by the results of the testing undertaken, we have since
Airbnb for horseboxes Meanwhile French horsebox company Theault is looking for business partners to grow its horsebox rental business in the UK. “So often horseboxes are bought at great cost and used infrequently,” says sales manager Aurore Cany. “Renteo, a subsidiary of Theault, can help you rent out your box when it is not needed.” Renteo’s Airbnb type scheme for horseboxes already operates in France and Sweden “It means Theault horseboxes can be bought on a ‘buy to rent’ basis, allowing tack shops, competition centres and yards to diversify and provide a service to customers,” adds Aurore. The Renteo website administrates bookings, payments and invoices. Shaws Equestrian is acting as UK agent.
been made aware by CJ Proline ApS, the manufacturer of the Scharf Freedom Girth (‘Scharf’), that they consider the Scharf Freedom Girth to be incomparable to other girths on the market, particularly when using the pressure testing method used in the study, and without the use of the Scharf Freedom Girth’s user manual/ instruction guide. Scharf do not consider, therefore, the study to be a fair indication of the Scharf Freedom Girth’s performance. Specifically, Scharf purport the girth was not fitted properly in the testing. We apologise for any omission and will ensure that in the future we contact the manufacturer of any products prior to undertaking similar tests to ensure they are content the products are being tested as per manufacturer specification. Our intention was to produce a fair comparison of girths on the market. It is important, therefore, to make you aware of Scharf’s position in respect of the testing undertaken in the video, and specifically the alleged performance of the Scharf Freedom Girth. A settlement has also now been entered into between ourselves and Scharf in respect of the dispute about the video. ETN approached WOW Saddles for comment.
EQUESTRIAN TRADE NEWS JANUARY 2023 | 5
ETN | NEWS
Black Beauty’s message continues
SURVEY GIVES SNAPSHOT OF OLDER HORSES
As equine welfare remains in the headlines, the birthplace of early campaigner, Black Beauty author Anna Sewell, has opened to the public. Equine charity Redwings has taken over guardianship of Anna Sewell House in Great Yarmouth. Two Redwings rescue ponies attended the official launch. Redwings is using the property to showcase the legacy of Black Beauty, as well as its ongoing work helping today’s horses. Anna Sewell’s seminal novel was originally published in 1877. It has since sold more than five million copies. Her birthplace is open to visitors on Wednesdays and Fridays, 10am to 2pm.
Owners are staying loyal to their older horses a survey has found. Of 12,000 owners of equines aged 15-plus who were questioned by Spillers, 32.7% had horses of at least 25 years old. The feed company says the results will help it understand more about nutritional support for the growing number of senior horses. Owners are faithful to their old equines, with 58% having owned theirs for 11 or more years, and 5.7% owning their oldie for more than 26 years. 99.3% intend to keep their senior horse for the rest of its life. Older horses were also shown to be predominantly healthy and active; 78% were considered to be in good condition, with 10% of the remainder being classified as overweight and 12% as underweight.
A total of 25.8% of senior horses included in the survey had no known clinical issues or health-related problems. However, 44% showed signs of stiffness or arthritis. 15.2% were recorded as having Pars Pituitary Intermedia Dysfunction (PPID), while dental issues were experienced by 15.2%. In terms of exercise, 62.8% were still in ridden work but 72.9% of these were in light work or slowing down. Nutrition-wise, 37.2% of respondents’ horses were eating a senior specific feed and, of these, 53.7% had opted for a senior mash.
Photo: CatwalkPhotos/Shutterstock
Concern mounts for equestrianism’s ‘social licence’
Retaining public acceptance of the use of horses in sport – equestrianism’s social licence to operate – is expected to come into sharp focus this year. The implications for the trade are clear. Less horse sport equals reduced sales. It’s also likely that recent research will prompt revision of tack and equipment rules – such as double bridles no longer being compulsory for grand prix dressage. The disturbing verdict of a survey by the FEI’s newly formed Equine Ethics and Wellbeing Commission (EEWC) was that two thirds of the general public believe horses sometimes or never enjoy being used in sport. It follows research by World Horse Welfare, published earlier last year, that revealed that 20% of the public do not support the use of horses in sport. The EEWC questionnaire was conducted in English, Spanish and French among 28,000 horse enthusiasts and 14,000 members of the general public from 14 nations. Among the key findings were: • Clear evidence that both equestrians and the general public have concerns about the welfare of horses in sport • 67% of the general public, and 50% of surveyed equestrians, believe horses sometimes or never enjoy being used in sport • 78% within the equestrian community and 52% of the public believe welfare standards need to improve
6 | EQUESTRIAN TRADE NEWS JANUARY 2023
Welfare in horse sport will come into sharp focus this year.
• The six priority areas amongst equestrians are: 1) training and riding/ tack and equipment; 2) recognizing physical and emotional stress; 3) accountability/enforcement/knowledge; 4) the other 23 hours [when not being ridden]; 5) competitive horses seen as a number 6) not fit to compete/masking health problems. • There is general optimism for horses’ future use in sport, but only with welfare improvements • Equestrian stakeholders consider that for horses’ welfare to be improved: current welfare rules must be better enforced; new welfare rules should be informed by science; and those involved with horses should have a required level of equine welfare knowledge Following its survey, the EEWB Commission has recommended six initial pillars be introduced based on evidence,
education, engagement, effective regulation, enforcement and empowerment. “We will be blunt,” said EEWB Commission chair Dr Natalie Waran. “There is change that needs to happen and we are here to develop a strategy, provide objective advice, make recommendations and then see how these recommendations can be put into operation. “While it’s clear that change is needed, I am confident that the FEI, the national federations and equestrians around the world are committed to the journey. “The work of the Commission will provide the structure, set the direction and help with navigating the actions that can be taken, but it will be the ongoing leadership of the FEI and work at local level that will help ensure that equine welfare is fully prioritised – and seen to be so – and so help equestrianism maintain its social licence.” WWW.EQUESTRIANTRADENEWS.COM
Buy One Get One
*
*
* The Buy One Get One Free promotion applies to 2kg NAF Five Star GastriVet and 1.8kg NAF Five Star GastriAid and runs from the 1st January 2023 while stocks last.
FOR GUTSY SALES GROWTH All horse owners can now benefit from the power of NAF’s Five Star Treatment with the recent relaunch of our highly effective supplements to support gut health, GASTRIAID and GASTRIVET, however “gutsy” their horse. To drive sales we are supporting the launch as follows: • Striking new informative packaging for clearer communication to the horse owner • Evolution of our effective formulations to include NAF Bio G. • National Advertising Campaigns to drive consumer demand • Educational marketing support to all retailers PRE, PRO & POST BIOTICS GET GUT HEALTHY
THANK YOU
We are proud of our relationship with our retailers and would like to thank all of you for selling these products on our behalf.
For more information please contact your NAF Area Sales Manager, call the NAF Sales Office on 01600 710726, or our
FREE Nutritional Advice Line on 0800 373 106
naf-equine.eu/uk
ETN | NEWS
The team from ARRO helmets receive their Equitana Melbourne Innovation Award from BETA’s Claire Williams (right) who was on the judging panel.
British companies and innovation on show in Australia A strong showing of British companies exhibited at Equitana Melbourne, Australia’s major shopping-and-demos event for equestrian consumers. A group led by the British Equestrian Trade Association (BETA) to the fourday show on 10-13 November included Equilibrium Products, Smart Saddles, Parallax Plastics and Bedmax. BETA had its own stand to publicise training services and membership. The trade association’s executive director Claire Williams was invited to join the Equitana Melbourne innovation awards judging panel. Other UK business represented at the show, either directly or through their Australian representatives, were Champion, Racewood, WOW saddles and Martin Collins. Horse First, Bliss of London, Thermatex, LeMieux and British Horse Feeds had products on display. Economic challenges and floods The biennial show was back after a fouryear gap due to the Covid pandemic. With more than 250 brands exhibiting, there were jumping, dressage and horsemanship demonstrations as well as evening entertainment and competitions. With more than 30,000 visitors expected, the organisers have yet to confirm final attendance numbers. Overall, stands were kept busy over the four days, Claire Williams told ETN. However, she noted that consumers and exhibitors alike were feeling the effects of tough economic times. “Whilst the British companies attending received good levels of interest, visitor spending didn’t seem to be on the same level as [the previous Melbourne Equitana] in 2018. 8 | EQUESTRIAN TRADE NEWS JANUARY 2023
“Australia, too, is feeling the impacts of energy price hikes and cost of living increases. It was notable that the number of New Zealand visitors seemed to be down.” The show was also affected by more local issues. “The event had experienced last-minute exhibitor cancellations from businesses impacted by the record-breaking floods in New South Wales and Victoria,” said Claire. “Visitors, too, were likely to have been reduced from these areas for the same reasons.” “Many new customers” Charlotte Berridge, managing director of Smart Saddles, said exhibiting at Equitana Melbourne with the BETA Group had enabled the company to meet a wide range of riders, saddle fitters and retailers from across Australia “It was fantastic to meet such an engaged and inquisitive audience,” she said. “The reception was extremely positive and we were pleased to do business with many new customers from so far afield.’ “We’re grateful for the opportunity, made accessible as one of the benefits of BETA membership.” Innovation award winners Equitana Melbourne’s Innovation Awards were judged by Claire Williams, Lisa Sweeney – director of Business in Heels, an organisation working to empower women in business and Sarah Mckinlay – from the publication, NZ Horse & Pony The Technology Innovation Award was won by Sonaray Equestrian with its Complete Off Grid Light and Power Solution. Judge Sarah Mckinlay said she could see this product being a game changer for rural communities and properties.
Runner-up was Duncan Equine’s electric fencing wire Shockcoat which Claire Williams noted was a clever product and that she had not seen anything like it in the UK. The Horse Innovation award for new saddlery or horse items went to Scoot Boots with its Scoot Enduro boot. Lisa Sweeney thought the export opportunity with this product was huge. Runner-up was Hairy Pony with its clever Plaiting Apron which had a spot for everything. The Rider Innovation award for rider gear on and off the horse was won by ARRO Helmets with its C3 Helmet. All three judges were impressed by this smart-looking helmet that meets the Snell E2021 safety standard. The runner-up was Herm. Sprenger with its fairRider Spurs, which bring innovation to traditional spur use. The Vet and Feed Innovation award went to Benchmark with the Benchmark Perfect Mash. The judges loved its recyclable bags, and the simplicity of the super-fibre product which is an industry first using extracted melon fruit pulp and juice. Runner-up was Bare Equine with the Beeswax Blue Balls, a clever way to address seedy toe, white line distortions and resections in horses and donkeys. The People’s Choice Award for the best stand, voted for by visitors, went to Hairy Pony for its beautiful display including custom wood railings and shopping baskets for visitors. Returning Downunder BETA will be back in Australia next year to run an introductory saddle fitting course jointly with the Society of Master Saddlers (SMS). Equitana Melbourne returns in 2024. WWW.EQUESTRIANTRADENEWS.COM
SPONSORS AND SHOWS
• Horse of the Year Show (HOYS) organiser Grandstand Media has taken over administration of The Showing Register. The aim is to provide more opportunities at HOYS for amateur/ home produced riders plus new benefits for the wider showing community. The Showing Register was run for ten years by Sarah Chapman who’s handing over the reins for personal reasons. • Harry Hall One Club is the new title sponsor of British Eventing’s ACE (Anyone Can Event) series. The arena style eventing competition is designed to appeal to riders of all ages and experience. It will culminate in a four-day championship at the Aintree International Equestrian Centre in June. • Agria, which last year launched a new equine lifetime insurance policy, is sponsoring British national dressage champion and world team silver medallist Gareth Hughes and family. “Agria’s Lifetime Equine insurance is a really exciting new development in horse insurance which will support horses for life,” said Gareth. Agria also sponsors eventing world champion Ros Canter, para-dressage gold medallist Natasha Baker and international show jumper Joe Stockdale. • Worcestershire-based influencer and event rider Megan Elphick has joined The Golden Paste Company’s team of ambassadors. The grass roots level rider says she’s a big fan of natural supplements and has used her sponsor’s TurmerAid for quite some time. • BETTALIFE is continuing its sponsorship of the novice silver and gold classes at the British Dressage National Championships for the third consecutive year. BETTALIFE has supplements for joints, gut health, topline and muscle condition, as well as overall wellbeing of performance and leisure horses. • Badminton has boosted its total prize fund to £380,300. There are increases down to 20th place and the winner will collect £105,000. The 2023 event, presented by Mars Equestrian, coincides with the coronation of King Charles and the Queen Consort. The first day of dressage will be on Friday (5 May). There will be a break in the middle of the second day of dressage so that everyone can watch Saturday’s coronation on the big screens. The cross-country will be on the Sunday and the show jumping finale on Monday (May 8) which is now a Bank Holiday.
FEED COMPANY IN ADMINISTRATION
The Pure Feed Company went into administration on 23 November. In a letter dated 29 November to creditors and suppliers, and seen by ETN, the joint administrators said they hope to conclude a sale shortly. “That will mean the business will continue and will save the jobs of six employees,” they added. Simon Haskew and Paul Wood of insolvency practitioners Begbies Traynor in Bristol are the joint administrators. The forerunner of North Somerset based The Pure Feed Company was founded in 2004 by Lou Talintyre in 2004. The business developed to meet demand for the feeds she had been creating for the horses at her stud. Pure Feed products are marketed as free from molasses and nutritionally improved straw while being packed with nutritious, palatable ingredients.
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS JANUARY 2023 | 9
ETN | PRODUCT NEWS
Product News New boots are stylish and safe
These new, high-quality Steel Toe Cap Nero Safety Boots from Rhinegold Equestrian are made in nubuck leather. The sole is certified anti-slip while the toe cap holds the highest European standard, CE 20345SB. Nero safety boots are ThermyTex lined to absorb moisture and odour for a healthy environment and all-day comfy feet. Two tabs allow for easy pull on. As certified safety boots, they are zero rated for VAT and retail at around £60. In sizes 4 to 12, in black or brown, Nero safety boots by Rhinegold Equestrian are available to the trade exclusively from Snowhill.
SPECIAL OFFER ON VERSATILE RUG
Gallop Equestrian has extended a special offer on the Dual rug from its Toofan range until the end of this month (January). The impressive new collection of 2,100 denier turnouts with affordable price tags comes in three styles and weights. Toofan rugs are a particularly good fit for chunkier horses and ponies from 5’6” to 7’, says Gallop’s Amy Richards. “These turnouts are excellent value for money, providing horse owners with winter rugs that guarantee durability and longevity,” she added. “They give owners peace of mind that their horses remain warm and dry no matter how wet or cold it may be.” The 200g Dual rug, with its detachable neck, is a truly versatile product to push sales through into Spring. And now it’s available to the trade at £42.50 – that’s 15% off - until the end of January.
More big names on board
Brands from KM Elite, Shires Equestrian and Westgate are now available on Citrus-Lime’s product activation platform, Cloud POS. The system enables full details of products to be automatically activated onto retailers’ ecommerce sites. It means stockists don’t have to spend hours inputting the data manually, says Citrus-Lime. Listed brands from K M Elite include Absorbine, Borstiq, Cashel, ClipperSharp, Cowboy Magic, Geleze, Handsfree, Horslyx, Mother Bee and Point Two. Available from wholesaler Westgate is Nourish, with Shires’ Blenheim also added. 10 | EQUESTRIAN TRADE NEWS JANUARY 2023
GASTRIC SUPPLEMENT UPGRADED
Audevard Laboratories has introduced EKYGARD+ to replace EKYGARD in its digestive range. The supplement’s formula features ingredients recommended by the European College of Equine Medicine for the management of horses’ gastric comfort. Based on its predecessor’s original formula, new EKYGARD+ has added Pectigard Complex (pectin-lecithin), magnesium hydroxide, sea buckthorn berries and probiotics. Audevard Laboratories says 60% of horses are subject to gastric discomfort, 40% of them showing no visible signs. Associated consequences are often a loss of condition and drop in performance. EKYGARD+ provides triple protection for the horse’s stomach, says the company, reducing acidity, protecting the mucosa and supporting the flora. EKYGARD+ is available in 2.4kg, 6kg and 14kg sizes.
Many happy returns
Emily Cole Illustrations has launched a series of cute birthday cards featuring 13 different horse colours. “I wanted to make the cards as personalised as possible, hence there are 13 different variations,” says artist Emily Cole. “When a new product is released, our fans and followers often ask for other colour variations… I can’t wait to see which colour is the most popular.” The A5 cards are blank inside and supplied with brown kraft envelopes. The RRP is £2.95 each.
REGALLY ROBED
Supreme Products’ stunning Royal Occasion rug has a luxurious faux sheepskin collar. Made from fabric with moisture wicking and insulating properties, it keeps the horse cool and comfortable. Diamond quilted panels make for a snug fit, while the wipe-clean filet string and a detachable under-belly strap enhance practicality. The RRP is £124.99. It’s perfect for use after bathing, as a travel rug and for waiting in the collecting ring. This rug teams up beautifully with other products from Supreme Products’ Royal Occasion collection, including a headcollar, tail guard and boots. Supreme Products is available from Battles. WWW.EQUESTRIANTRADENEWS.COM
PRODUCT NEWS | ETN
Signed ‘Esme’ rugs up for grabs
Social media star Esme Higgs has signed a number of This Esme turnout rugs from Hy Equestrian. The rugs from the brand’s StormX original range are available to tack shops nationwide. The lucky customers who buy signed products will be in with a chance of finding a golden envelope to win a mystery prize. Esme has signed a selection of 0g and 200g limited-edition rug prints, including her own ‘This Esme’ branded print rugs and matching boot and hat bags. “We’re so excited to launch this competition with Esme and love working with her,” said Rebecca Howsam, Hy Equestrian’s brand manager. “It’s a great way to give something back to the fans.
10% OFF MUD BUSTING COLLECTION
Nettex Equine is helping horse owners win the battle against mud with an extended offer on its Winter Warriors range of products. A 10% discount on all products is now running until 31 January. Designed to clean and protect lower legs from common issues caused by wet and muddy conditions, the range includes Lavender No-Rinse Wash, Muddy Marvel Barrier Cream, Muddy Marvel De-Scab, Muddy Marvel Disinfect, Seven Day Mud Away, Traditional Pig Oil and Veterinary Surgical Scrub. A marketing toolkit for retailers covers POS and digital assets as well as an eyecatching top tips infographic to share with consumers. Nettex’s Winter Warriors range is available from Trilanco.
Cold snap forecast…
The Arctic Sport II collection from The Original Muck Boot Company steps up the warmth factor in the coldest conditions. With a cosy fleece lining and a 5mm neoprene inner boot, they’re ready to tackle extreme conditions. An EVA moulded midsole offers support, the flexible neoprene collar is comfortable and the rugged outsole gives great grip. Designed to keep feet comfortable in frosty weather, these smart slip-on boots are ideal for dog walking, yard jobs or any outdoor occasions.
WWW.EQUESTRIANTRADENEWS.COM
LOYALTY SCHEME EXTENDED
The cost-of-living crisis has prompted Horslyx to extend its loyalty scheme until January 2024. The fully funded Horslyx Loyalty Scheme, created to encourage customer support and in-store visits, comes with no cost to the retailer. It offers a free seventh product when the customer buys six Horslyx Balancers, and is available on any of the brand’s 5kg or 15kg sized licks. To be awarded the free product, customers fill out a loyalty card and attach the receipts for their purchases. There’s even a £1 off voucher for one of the purchases as an extra bonus. Point of sale packs are available to support retailers, with an extra 20,000 loyalty cards now available with the extended date for the UK and Ireland. Any loyalty card with the old date on will be honoured, Horslyx has pledged.
DISTRIBUTOR BRINGS DANISH BRAND TO THE UK
Danish brand FinesseBridles is now being distributed in the UK by Zebra Products. British world champion dressage rider Lottie Fry uses bridles from the collection. Denmark’s Cathrine Laudrup-Dufour is another devotee. Made in vegetable tanned leather, FinesseBridles are designed to reduce headpiece pressure. They have been tested at the University of Copenhagen. Brand founder Helle Dueholm said the testing had proven the bridles’ benefits for horse welfare. “When investing in a FinesseBridle, you aren’t investing in a regular piece of equipment, you are investing in comfort,” he added. Said Lottie Fry uses the Cassidy bridle from FinesseBridles. “It’s a very elegant model with round stitched leather,” she said. “I use the bridle on as many horses as possible and have found that it makes the horses freer in their movements and, in turn, they come lighter to the hand, which gives me a feeling of a better balance.” Simon Middleton, managing director of Zebra Products, said he was delighted to bring the range to the UK market. “There is a great range of bridles with superb quality. From the Cayenne double bridle to the Spirit bridle, there’s something for every horse,” he added.
EQUESTRIAN TRADE NEWS JANUARY 2023 | 11
ETN | PRODUCT NEWS
INNOVATION KEEPS WATER TROUGHS FRESH
A water purifying tablet is being marketed to keep water troughs fresh and free from slimy brown biofilm. Aquatabs are used to purify water in many scenarios all over the world. And now Irish distributor ARKequine is introducing the system to the horse world. By delivering an accurate amount of hypochlorous acid, Aquatabs kill microorganisms like viruses and bacteria commonly found in water. The process ensures biofilm is controlled as well as eliminating water borne hazards such as legionella. Said to be easy to use and cost-effective to buy and run, this water purification technology is available in two versions. Aquatabs Inline is for closed systems, for example leading to automatic drinkers, and connected to an existing water network. Whereas AquatabsFlo is fitted to the water source at point of entry, such as individual water troughs. It cleverly relies on the flow of water, so needs no power. Said Kirsty McCann, nutritional manager at ARKequine: “Currently in the industry, every step is taken to ensure our horses get the best quality feed and forage. Extensive testing of forage to done to ensure it’s hygienic. “But the one thing horses consume in large quantities is largely neglected - and that’s water.”
Bridles piece by piece
Premier Equine supplies a range of high-quality bridles – and now also offers them piece by piece. Therefore if a customer needs, say, a full-size headpiece with a cob-sized noseband, it can be done. Likewise, parts can be bought separately if one needs to be replaced or swapped. Premier Equine has launched a new style of badge branding and continues to add to the anatomical shapes incorporated into its bridlework and accessories. Pictured is the Stellazio flash bridle.
THREE TIMES THE SIZE, TWICE THE PRICE
Crunchits - Equilibrium Products’ low-sugar treats - now come in a ‘value’ 2.25kg bag. That’s three times the size of the original bag – which also remains available – but at half the price. In new recyclable packaging, the tasty treats are suitable for all types of horses and ponies including laminitics. Crunchits come in four flavours – beetroot, carrot, parsnip and banana. Trade orders are handled by Trilanco. 12 | EQUESTRIAN TRADE NEWS JANUARY 2023
Elegant boots walk tall
New Passaggio tall leather field riding boots from Premier Equine are made from supple European leather for instant comfort. Their knee-high length is embellished with leather embossed croc detailing; while the close-contact, contoured fit elongates the rider’s leg. An elastic laced design allows for flexibility around the ankle. German Aniline leather is integrated into the inner calf for added grip, and a discreet elastic panel runs down the back for a made-to-measure feel. A leather spur guard wraps over the base of the zip; there’s also a spur support. The boots’ non-slip tread offers security on foot and in the stirrup irons. A shock-absorbing, cushioning system inside the Passaggio boot supports the heel and arch of the rider’s foot.
LIGHT UP YOUR LIFE
Ariat’s new Lumina collection delivers reflective ascents when hit by light in darker environments. The EcoDRY Lumina jacket (pictured) has an all-over reflective shell in two colours, mulberry and ebony, making it an eye-catching outerwear piece in light or dark conditions. The wind and water-resistant design uses Primaloft insulation made from 60% post-consumer recycled material. It has zipped hand-pockets and a twoway, riding friendly zip.
Original formulations maintained
BETTALIFE is maintaining the original formulations for its supplements during 2023, despite ongoing raw material cost increases. “The blend of ingredients in all [our] products remains a fixed and original formulation, meaning all the raw ingredients and percentage of them are assured to remain the same with every tub,” says the Yorkshire based company. BETTALIFE adds that its products remain free from fillers or bulking agents, and that all ingredients included are in their purest form to ensure maximum benefit to the horse. With attractive trade margins, in-store POS, a compact and concise range, and a 100% money back guarantee settled by the manufacturer directly with the customer, plus ongoing staff training, BETTALIFE says it hope retailers feel supported during these uncertain times. WWW.EQUESTRIANTRADENEWS.COM
Join the elite and become a Premier Equine retailer today.
Rider - Horse Rugs - Horse Boots Therapy - Saddle Pads - Grooming & Yard
www.premierequine.co.uk
EVERYDAY RIDER
Globally recognised as the forefront of Innovation, Technology & Protection in the Equine sector.
ETN | SOCIAL MEDIA MATTERS
Under the influence People with the ability to inspire potential buyers regularly appear across equestrian social media. But at what cost, asks Rhea Freeman.
T
he use of influencers in the equestrian industry continues to increase. However, with a recent survey showing that the public is feeling that influencers are less trustworthy and more disingenuous, what’s the cost of using them… from financial and brand points of view? It’s important to start this by saying that while some influencers aren’t that honest on social media, there are many really good ones that can be very valuable for a brand. So, let’s dig in.
HOW MUCH?
Photo: Chelsea White
The question of how much to pay an influencer is like asking how long is a piece of string. There are many factors involved; some points to consider… • Following- how many people follow their account? Are they genuine followers? Are their numbers in excess of yours? Is it targeting a different audience you want to get in front of? • Engagement- do people like their content? When they post, do people comment or is it like tumbleweed? • What’s the agreement? What have you agreed with the influencer in terms of mentions on social media and posts? The more of these, the more you’d expect to pay. • Professional services. Are they having to use professional videographers and photographers to create their content; as in, is there a cost to them? • Can you use the content? While (you’d hope) the brands involved would be tagged in a post and that you’d be able to share this content, are you also able to use their content yourself at a later date? This could have a value as it prevents you having to pay to create content or lose members of your team for hours while they do. • Product value. If you’re planning to give them product/s to use for their content creation, are you going to let them keep them, what’s the value, and are they useful to the influencer to keep? If you’re giving someone a haynet and expect everything for free, that’s not reasonable. If you’re giving them a saddle, you can make far greater demands because the cost of the item is far higher. And that’s assuming the influencer needs a saddle. If not, the value of it to them is somewhat diminished. • Who else do they work with? While this might not have an obvious value, if they work with brands that directly conflict with yours, there’s a strong chance the effectiveness of any campaign will be reduced because their audience has started to question their words. I’ve seen a number of influencers flip from one brand, to a conflicting one, to another in the space of days. Consumers of their content are bound to wonder what they really think and believe… These can help you work out the financial cost, but there’s also a cost to your brand image too. Particularly if you get it wrong.
PUBLIC PERCEPTION
To gauge the public’s perception of influencers, look at everyone you are considering working with while wearing your target customer’s hat. • Look back through their content. Do they seem genuine about the products they talk about and what they do? Or do they appear to accept anything that’s free and declare it’s the best thing since sliced bread? 14 | EQUESTRIAN TRADE NEWS JANUARY 2023
Successful equestrian influencer Harlow White: Consumers must believe in an influencer if his or her endorsement is to boost sales of your brand.
• Following? If they have a teeny following and you’re giving them free product or payment, ask yourself why. Even dedicated brand fans can become increasingly annoyed with brands showering those with smaller followings with free things and not them. And they’ve gone elsewhere. • Do they align? Look at things like language, content, attitude, knowledge; really assess what they’re made of. If they swear at a master’s level, post risqué content, have a bad attitude when things go wrong or do things that are dangerous/show a lack of knowledge/a lack of care to the horse, move away. When you work with an influencer, even just for a campaign, you are tying your brand to theirs on some level. Aligning with the wrong person could cost you fans and customers as much as aligning with the right one could help you grow. About the author: Rhea Freeman is an award-winning PR adviser and social media expert who is a Meta Certified Lead Trainer and accredited #SheMeansBusiness trainer. She runs a webinar series with BETA which includes free sessions for BETA members and paid for sessions that are open to members and non-BETA members, although BETA members enjoy preferential rates. Find out more by contacting the BETA office. WWW.EQUESTRIANTRADENEWS.COM
GREAT Feed! GREAT Price! GREAT Value!
High-quality, unmolassed beet flakes
WHY PAY MORE? w: equiglohorsefeeds.co.uk e: info@equiglohorsefeeds.co.uk
EQUIGLO® and 10 MINUTE BEET® are registered trademarks of Henry Bell & Co (Grantham) Ltd
ETN | BENCH SADDLER OF THE MONTH
Celebrating
the best bench saddlers...
This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standards of leathercraft skills. work make it difficult,” says Abby. “I would love to own another horse in the future.” Abby confesses to being a hands-on, creative person, and at school she loved textiles classes. She was ready to go to college and study fashion and textiles, but something told her this wasn’t the right path. “It was my step-dad who suggested becoming a saddler,” explains Abby. “It was a way to combine my love of horses with a career. I phoned around a few places asking if they were taking on apprentices. One of the people I contacted was [Master Saddler] Chris Taylor at Saddler’s Den. Thankfully, he said yes.”
A DIFFERENT AVENUE
Abby Brennan with some of the many awards she’s won at the SMS Competition.
ETN/SMS BENCH SADDLER OF THE MONTH: ABBY BRENNAN NOMINATED BY: SMS president Chris Taylor, who says: “Abby contacted me looking for an apprenticeship back in 2010. She completed her apprenticeship with me [Chris runs Saddler’s Den is Southport] and stayed on for a further couple of years. She won a number of awards during her training. “It’s been good to follow her progress over the years and now she’s forging her own path having started her own business a few years ago. Abby has been quietly working away and is doing excellent work.” ABOUT Abby Brennan Horses have always been a big part of Abby’s life. She had ponies from about the age of eight – her mum had her own horse too. As a child, Abby did a lot of showing, mainly ridden mountain and moorland classes on Fell ponies. As she got older, you’d find Abby out drag hunting most weekends. “I don’t currently own a horse, my three-year-old daughter and 16 | EQUESTRIAN TRADE NEWS JANUARY 2023
After completing the four-year Worshipful Company of Saddlers’ Millennium apprenticeship scheme at Saddler’s Den, Abby stayed on to work there for a further two years. At this point, she decided to pursue a different avenue within the industry and went to work at Saddles Direct, the Lancashire based retailer specialising in second-hand saddles. “I learnt so much during my five years with Saddles Direct,” recalls Abby. “From customer service and marketing, to all about the different saddlery brands.” During her maternity leave she started making the odd piece of leatherwork for friends - and began to think about starting her own business. She returned to Saddles Direct for five months before taking the plunge in March 2021 when she started AB Leather.
A TRIP TO BUCKINGHAM PALACE
In 2012, Abby won the Saddlers Company Award for Excellence. For the first time, it was awarded at Buckingham Palace by the Princess Royal. “It was a surreal and slightly terrifying experience,” recalls Abby. “I was so proud to have won the award, and to meet the Princess Royal was something I will always remember.” Abby also won a number of other awards at the 2012 SMS Competition including the Master and Apprentice class with Chris Taylor. She also collected the Tony Byrne Memorial Trophy for best harness entry by a trainee and the Les Coker Millennium Trophy for best entry by an Apprentice.
“I was so proud to have won the award, and to meet the Princess Royal was something I will always remember.” WWW.EQUESTRIANTRADENEWS.COM
BENCH SADDLER OF THE MONTH | ETN FLEXIBLE WORKING
Abby’s business, AB Leather, produces high-quality, bespoke, handmade leatherwork items. “Working for myself gives me the flexibility I need with a young family,” explains Abby. “I didn’t expect the business to take off quite so quickly, but it did and I’m really busy.” Her favourite items to make are bridles and she loves a bit of bling, so the fancier the better. Boot alterations have become a major part of Abby’s business too, with about 90% of her work currently spent repairing or altering boots. “I really enjoy giving a pair of boots a new lease of life,” she says. “They are expensive, so if I can replace a zip, or alter them to fit, that means they can still be used, which is great.”
JOB SATISFACTION
Abby gets a huge amount of job satisfaction from what she does; and she loves to see customers’ reactions to a piece of bespoke leather work. She also says that working from home can make it difficult to really switch off. “To ensure the family has a change of scene, we go away most weekends in our touring caravan – and that includes my eight-yearold Border Terrier, George, who used to travel with me during my apprenticeship.”
HOW TO NOMINATE A BENCH SADDLER:
Everyone is invited to nominate bench saddlers they feel deserve to be named ETN Bench Saddler of the Month. Candidates for the award must be a member of the SMS and based in the UK or overseas.
A beautiful AB Leather bespoke bridle, handmade by Abby Brennan.
To nominate a bench saddler (or more than one), email editor@ equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.
See nearly 400 quality products at STUBBSENGLAND.com 5 Numnah Hangers Nesty
5 Arm Numnah Rack S9355
S935
S355
High Storage Foal Feeder
S2304
S33
SCAN HERE
Made in England Since 1836
See them all at STUBBSENGLAND.com
ETN | PEOPLE
People Dominic Ashfield has been promoted to field sales representative by The Golden Paste Company. His role includes supporting retail stores with promotions, merchandising and point-of-sale for the turmeric supplement specialist. Dominic graduated in sports coaching with a First Class BA (Hons) degree from Northumbria University in Sports Coaching. He started with North Yorkshire based I’Anson Brothers – parent company of The Golden Paste Company and British Horse Feeds – in 2020 during the Covid pandemic. Dominic was initially taken on as a mill operator at the company’s manufacturing plant in Masham during the Covid pandemic. “I’ve enjoyed working for this family business since 2020 and now I’m excited to progress in my new role and be out in the field visiting customers,” he said. There’s hard work behind every successful brand. And none more so than Elaine Prior’s luxury adventure riding holiday business, Liberty Trails. Last season alone she rode close to 1,000 miles leading her guests across Dartmoor. Elaine founded Liberty Trails in 2013, and instigated an annual 50-mile riding challenge called the Dartmoor Derby to help spread the name globally. But her main business is organising tailormade holidays for riders from around the world. “This year marked a real milestone for our business as we welcomed 150 riders in one season, over a third of them from overseas,” says Elaine who reckons that during its nine years’ trading, Liberty Trails has brought £1 million to the local economy. “As for all travel businesses, surviving Covid was tough,” she added, “but our business model of working with a range of contractors and suppliers, rather than owning horses and accommodation of our own, helped us through.” Elaine’s guests have included BBC Radio 2’s Sara Cox (pictured, right), actor Martin Clunes and film producer Heather McQuarrie.
Belgium’s Ingmar De Vos has been reelected to serve a third and final term as FEI president. The 59-yearold was unopposed and his four-year term runs until 2026. 18 | EQUESTRIAN TRADE NEWS JANUARY 2023
HRH The Princess Royal joined Maisemore Riding for the Disabled Association (RDA) volunteers and guests to celebrate the group’s 50th anniversary and mark 15 years based at Hartpury College, Gloucestershire. Maisemore RDA provides opportunities for therapy, achievement and enjoyment to children in the moderate to severe disability group. Princess Anne has supported the charity since 1971 – the year she won the European eventing championships - and became its president in 1985. Nikki Newcombe, owner of the Bliss of London saddle company, has been accepted into the Worshipful Company of Saddlers. As well as becoming a member of one of the oldest livery companies, she is now a Freeman of the City of London. “It’s an utter privilege,” she said following a ceremony at Saddlers Hall in the capital. “It definitely feels like recognition for the work within this trade over the years, which I am passionate about.” Nikki started working in the trade in 1995 with sales roles at Fieldhouse, Westgate EFI and Black Country Saddles. She founded Bliss of London in 2011. The Walsall based company now employs 26 people and exports worldwide. Nikki has served on the British Equestrian Trade Association (BETA) Council since 2006 and was chairman in 2016-18. She’s a Society of Master Saddlers (SMS) registered qualified saddle fitter. Pictured are Worshipful Company of Saddlers Prime Warden, Lucy Atherton (left), with Nikki Newcombe. WWW.EQUESTRIANTRADENEWS.COM
PEOPLE | ETN
Scientist Dr David Marlin has been appointed the first president of the Sporthorse Welfare Foundation (SWF). The new body is in favour of using horses for sport and leisure activities. It plans to undertake studies to generate data to support evidence-informed approaches to sport horse management and training – then use these to improve equine health, performance and welfare practices. Other founding members of SWF are Dr Jane Williams, Dr Carolien Munsters, Dr Hayley Randle, Dr Michael Weishaupt, Dr Lars Roepstorff, Dr Hilary Clayton, Dr Lise Berg, Dr Katharina Kirsch and Dr Marianne Sloet. Bedfordshire-based trainer and social media influencer Miri Hackett has become a brand ambassador for Harry Dabbs saddlemakers. “Miri’s ethos is to listen to and learn from the horses she trains,” said Katie Burke, Harry Dabbs’ marketing executive. “We’re grateful that through Miri’s platform, we can work together to promote the practice of correct saddle fitting, the importance of having a well-fitted saddle and the benefits this brings to horse and rider.” Judy Edwards, the former chief executive of The Pony Club for ten years, has been named a fellow of Warwickshire College and University Centre (WCUC). The award is in recognition of her significant contribution to the equestrian provision at Moreton Morrell College, which is part of WCUC, and the role she played in the wider equestrian industry. WWW.EQUESTRIANTRADENEWS.COM
In America, Karen Ryder has joined Dallas Market Center – home of the AETA and WESA equestrian trade shows - as chief operating officer. With experience in retail, brand development and digital technology, she’s responsible for marketing at the Texas exhibition venue. “As we evolve to meet the changing demands of our customers, Karen’s background in technology, brand development, and growth strategies will be invaluable,” said CEO Cindy Morris. Dallas Market Center covers 5 million sq ft of indoor space and styles itself a ‘marketplace’ which hosts ‘showrooms’ for various sectors. WESA’s International Western/English Apparel and Equipment Market and the AETA International Trade Show take place there on 12 – 15 January. Organisers expect around 3,500 retail buyers to visit.
Guy and Liz Prest, previous owners of KBIS Insurance, have stepped back from the business. After more than 30 years as managing director, Guy becomes non-executive chairman and Liz continues in a non-executive capacity. KBIS, which was initially a bloodstock insurer, was acquired by Guy and Liz in 1991. It was purchased by Specialist Risk Group (SRG) in 2020. The day-to-day running of the company is now led by executive director Lawrence Gill. EQUESTRIAN TRADE NEWS JANUARY 2023 | 19
ETN | PRODUCTS
The top products of 2022 Each month Horse&Rider magazine’s team of testers puts to the test all kinds of products and reports back on which are the best performers – and best value. Here’s their selection for 2022. MARCH: HAYNETS
Best in test: Trickle Net Original RRP: £39.99 “This net proved to be super-strong and really helped with wastage and slowing eating time.” Best value: Elico Little Piggy standard RRP: £12.50 “The net showed minimal signs of wear, despite heavy use, and kept its colour even when used to soak hay daily.”
SPRING: TECHNICAL TOPS JANUARY: MANE AND TAIL SPRAYS
Best in test: NAF Silky Mane & Tail D-Tangler RRP: £10.99 for 750ml “Quick-acting formula allowed knots to be brushed out quickly after spraying.” Best Value: Absorbine Showsheen Hair Polish and Detangler RRP: £18.82 for 946ml “Gave tails extra volume and a good coating ensured a gleaming, shiny finish.”
FEBRUARY: BREASTPLATES
Best in test: Schockemöhle Pro Jump Plus RRP: £125 “Good quality leather that’s showing no signs of wear even after regular use.” Best value: Horseware Rambo Micklem RRP: £115.95 “The possibility to secure the breastplate to the stirrup bars was unique and ensured a more secure fit.”
20 | EQUESTRIAN TRADE NEWS JANUARY 2023
Best in test: Mochara Technical Baselayer RRP: £40 “It performed well and dried quickly, so it was great for regular wear in all weather conditions.” Best value: Toggi Winter Reflector £42.50 “I liked the longer-length fit, with extra grip around the hem and sleeves to prevent them from riding up.”
APRIL: FLY RUGS
Best in test: Equilibrium Field Relief RRP: £94 “The tail and belly flaps gave total coverage and the mesh fabric stayed in great condition even after a summer of daily use.” Best value: QHP Anti-fly Rug RRP: £62.65 “The fastenings allowed for a close fit and it kept the horse cool during hot spells, so I’m really pleased.” WWW.EQUESTRIANTRADENEWS.COM
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
MAKING EQUINE BEDDING EVEN BETTER
We’re setting a new standard and investing in new production capacity to give you even more of the best QUALITY • DEPENDABILITY VALUE • CHOICE
Find out more about our supply, service and support for Retailers in 2023
bedmaxshavings.com
01668 213467
BEDMAX ETN Half Page Ad August 2022.indd 1
BETA
COURSES Rider safety equipment, Lorinery, Feed, Social media and more...
Register your interest at info@beta-uk.org for upcoming dates
14/12/2022 13:06
ETN | PRODUCTS
MAY: FULL-SEAT BREECHES
Best in test: Equetech Ultimo Grip £89.50 “Comfortable enough to wear for long periods and the super-grippy seat washed well with no shrinking.” Best value: Derby House Elite High Waist RRP: £49.99 “The waistband’s designed to follow the shape of your back, giving a close fit that didn’t need pulling up.”
JUNE: FLY GELS
Best in test: Veredus Citro Repel Gel £25 for 500ml “Saw noticeably fewer flies bothering the horse and a little gel goes a long way.” Best value: Nettex Summer Fly Cream RRP: £13.99 600ml “You only need to apply a small amount, but effects are long-lasting and you could even use it just once a day.”
JULY: SHORT YARD BOOTS
Best in test: Cavallo Lace Slim short boot RRP: £184 “The sole has proved durable and they’re comfortable enough to be worn for long periods of time.” Best value: Premier Equine Balmoral Leather Paddock Boot RRP: £68 “The sole offered plenty of grip without being chunky, and the front zip meant they were easy to get on and off.”
AUGUST: RIDING GLOVES
Best in test: Ariat Cool Grip RRP: £30 “A brilliant feel with a strong grip on the rein even in wet weather and sweaty workouts.” Best value: SSG 8500 technical gloves RRP: £29 “The wrist strap does up underneath, but this didn’t get in the way and wasn’t tricky to fasten.”
22 | EQUESTRIAN TRADE NEWS JANUARY 2023
SEPTEMBER: MEDIUMWEIGHT TURNOUTS
Best in test: Weatherbeeta Comfitec Plus Dynamic II RRP: £149.99 “The rug had a tough, durable outer material that never leaked even during downpours.” Best value: Derby House Evolution Medium Detach-a neck RRP: £64.99 “The Velcro neck fastenings were secure, the tough outer stood up well to regular use and the lining didn’t rub.””
OCTOBER: WINTER JACKETS
Best in test: Ariat Prowess £280 “Kept me warm without being bulky and proved durable in wind, rain and snow.” Best value: Equetech Ashendon £139.95 “A functional and fashionable jacket that has stood up well to regular use in and out of the saddle.”
NOVEMBER: WELLIES
Best in test: Le Chameau Women’s Viezonord RRP: £200 “Kept feet toasty and the tread offered secure footing even on wet surfaces.” Best value: GS Equestrian Ladies Rippon Neoprene RRP: £79.95 “Kept feet warm in colder weather without the need for extra socks and perfect for everyday yard chores.”
DECEMBER: RIDING SOCKS
Best in test: Woofwear long bamboo waffle riding socks £13.99 for two pairs “I love them and can’t fault them - they’ve kept my feet warm and comfortable without sweating.” Best value: Coolhorse Competition riding socks RRP: £9.99 “The footbed was comfortable and the socks didn’t rub or have any uncomfortable seams.”
WWW.EQUESTRIANTRADENEWS.COM
From January 2023
Gatehouse helmets, including HS1 and body protector, will be distributed direct to retailers by Design Headwear Ltd All enquiries via email: info@gatehousehats.co.uk
www.hatstandards.co.uk Gatehouse_ETN_148x210+3mm.indd 1
20/12/2022 15:22:19
Challenging Conditions demand premium hoof care Hooflex® from Absorbine® provides hoof care that’s been recommended by farriers and trusted by horse owners for more than 70 years. •
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 eliminate odour
The Horse World’s Most Trusted Name® Name Available from your regular Absorbine® supplier.
absorbine.co.uk
©2023 W.F. Young, Inc.
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
WHAT’S NEW IN ‘BIOTICS? Understanding new gut health ingredients with Kate Hore RNutr(Animal) R.Anim.Technol (Cert), head nutritionist at NAF.
D
igestive health is such a key area of overall equine health and vitality. The gastrointestinal tract is recognised not only for diet utilisation, but also as the principal immunity organ in the body, conferring at least 70% of the body’s defences. The modern equine lifestyle can be challenging for that digestive system. Whether through unnatural diet, prolonged periods stabled or intensive exercise and regular travel, it seems our horses’ guts often need a little additional help. The use of probiotic yeast is long-established in equine supplements, and in recent years we have become more familiar with prebiotics too. Just recently, we are seeing a new boy on the block – postbiotics. In order to advise customers correctly, we need to know our pre from pro, from post, and our microbiome from microbiota.
Photos: FOTOGRIN/shutterstock.com, Jon Stroud
PREBIOTICS
The gastrointestinal tract is recognised not only for diet utilisation, but also as the principal In many ways it makes sense to consider the immunity organ in the body, prebiotics first, as they can be thought of as initiating the ‘biotics’ pathway through the gut. Composition section of the label on Prebiotics were first defined, in 1995, as a nonfeed, including complementary feed digestible ingredient that benefits the host (animal/person) supplements. by stimulating growth of one, or a limited number, of bacteria. However, that definition is a little restrictive, and the more broadly accepted definition is now seen as: PROBIOTICS ‘a selectively fermented ingredient that results in specific Probiotics get their name from the Latin changes in the composition and/or activity of the gastrointestinal ‘pro’ meaning ‘for’, and ‘biotic’ meaning microbiota, thus conferring benefit(s) upon host health.’ ‘pertaining to life’, which helps us to To meet the criteria, prebiotic compounds must be resistant remember that probiotics are, by definition, to the acidic pH of the stomach, remain undigested by the host ‘for life’! Probiotics are defined as: Are products such as live probiotic animal’s own enzymes and not be absorbed by the digestive tract. ‘live microorganisms that when yoghurt appropriate Prebiotics then work by fuelling growth of the intestinal microbiota consumed in adequate amounts confer a to feed to horses? – effectively acting as food for the microbes – which, in turn, is health benefit to the host.’ beneficial to the overall health of the animal. In human nutrition we are familiar with In horses we typically see the prebiotics MOS products such as live probiotic yoghurt, but are these appropriate (mannanoligosaccharides) and FOS (fructooligosaccharides), to feed to our horses? No, not really, and for two important which includes compounds such as Inulin. Prebiotics are legally reasons. classed a ‘Feed Materials’ and, as such, will be listed under the Firstly, horses obviously have a very different natural diet from
24 | EQUESTRIAN TRADE NEWS JANUARY 2023
WWW.EQUESTRIANTRADENEWS.COM
CPD FEATURE | ETN ourselves, which means they have a very different array of microbes in their digestive tract to us. For a probiotic to work, it must be appropriate to the animal it is being fed to. Currently there is only one legal, live probiotic available for use in equine feed in the UK and through Europe. That is the live probiotic yeast, Saccharomyces cerevisiae. There are a number of different Regular travel means horse’ guts strains, but all are that yeast. sometimes need additional help. As a retailer, if you are offered products containing live bacteria, or claiming to provide a blend of different probiotics, then you should avoid them, and report them to your local Trading Standards Office. Those products are illegal under Feed Law, and – just as importantly – are not proven to either be safe or effective in horses. The probiotic yeast has proven functionality for improving digestibility, and is legally registered. On the label, the live yeast will be listed under Additives, and must have its ‘cfu’ number (colony forming unit), which tells you the level included. Be aware that Saccharomyces can also be listed in a number of other ingredients, which don’t have ‘live’ activity, for example, Brewers’ Yeast is an inactive yeast. If you want a probiotic check the listing carefully. No ‘cfu’ = No probiotic. The second reason human probiotics aren’t appropriate, is that their levels are designed for human rather than equine requirements. For equine probiotics, the legislative framework ensures all manufacturers include the live yeast at a minimum of the level proven to be effective in horses, so meeting the definition which requires adequate amounts to be fed. Fig 1: An example of a legal label listing for an equine probiotic.
Due to this essential fermentation production step, postbiotics will be listed on the label under Composition as ‘Yeast products’, and should not be confused with their synthetic counterparts, which will appear under Additives as ‘Amino acids’ or ‘Vitamins’. The benefits of postbiotics are potentially very wide ranging, and it will be a very interesting area for research going forward. Currently we are largely looking at supporting digestive health, and through that, general immunity and health, through the digestive tract’s role in immune function.
MICROBIOTA OR MICROBIOME?
Understanding postbiotics helps us clear up the confusion in these two commonly used terms. Frequently used interchangeably they are actually subtly different and that difference is, largely, down to the postbiotic metabolites. MICROBIOTA
MICROBIOME
The micro-organisms themselves
The microbial environment
Micro-organisms, i.e. yeast, bacteria, protozoa, fungi.
Micro-organisms Microbial DNA and gene information Cell metabolites and breakdown products VFAs / B Vitamins / Peptides etc
PROBIOTICS
PROBIOTICS & POSTBIOTICS
In brief – reading the label
INGREDIENTS COMPOSITION
ADDITIVES
Prebiotics – MOS / FOS / Inulin
Probiotics – Check Saccharomyces cerevisiae and ‘cfu’ number.
Postbiotics – Yeast products
In conclusion, understanding what prebiotics, probiotics and postbiotics can all bring to digestive health, and how they are fed to horses, helps us understand the myriad of products available, answer customer questions, understand labels and advise the best products to suit the horse’s needs.
POSTBIOTICS
The relative newcomer in digestive supplements are postbiotics, which may be used on their own, or sit nicely alongside pre and probiotics. Postbiotics are defined as: ‘a preparation of inanimate microorganisms and/or their components that confers a health benefit on the host’ In simple terms, postbiotics are the end-products, often called ‘metabolites’, of the microbial fermentation process, which in horses is mainly in the hindgut. Therefore, we are looking at what the microbes themselves produce, and these include VFAs (Volatile Fatty Acids), B Vitamins, peptides and microbial cell wall components. Their benefits are wide ranging. For example, VFAs are an important energy source for the horse. Postbiotic vitamins may include biotin (B7) or niacin (B3) – just two of the important B vitamins produced by the microbes. While the peptides contribute compounds including amino acids, the building blocks of protein and repair. Whilst they are a diverse group, the important thing that ties these metabolites together is that to be a recognised postbiotic they must be produced through microbial fermentation. Therefore, simply using synthetically made B vitamins or pure amino acids does not mean you are feeding postbiotics.
Selected references: • Berreta A & Kopper J (2022) Equine Probiotics – What are they, Where are we and Where do we need to go? Journal of Equine Veterinary Science. 115 doi.org/10.1016/j. jevs.2022.104037 • Davani-Davari D, Negahdaripour M, Karimzadeh I, Seifan M, Mohkam M, Masoumi S.J, Berenjian A & Ghasemi Y (2019) Prebiotics: Definition, types, sources, mechanism and clinical applications. Foods. 8 (92) doi:10.3390/foods8030092 • Jouany J-P, Gobert J, Medina B, Bertin G and Julliand V (2008) Effect of live yeast culture supplementation on apparent digestibility and rate of passage in horses fed a highfiber or high-starch diet. Journal of Animal Science. 86(2) • Salminen S, Collado MC, Endo A, Hill C, Lebeer S, Quigley EMM, Sanders ME, Shamir R, Swann JR, Szajewska H, Vinderola G. (2022) The International Scientific Association of Probiotics and Prebiotics (ISAPP) Consensus statement on the definition and scope of postbiotics. Nat Rev Gastroenterol Hepatol. 2021 Sep;18(9):649-667. doi: 10.1038/s41575-02100440-6. CPD QUIZ OVER THE PAGE
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS JANUARY 2023 | 25
ETN | CPD FEATURE
RAMA CPD QUIZ
SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION 1. The definition of prebiotics says they help what? a. Microbes of the hindgut b. Health of the host animal c. Both ‘a’ and ‘b’ d. Neither ‘a’ nor ‘b’ 2. How digestible, by the animal (host), are prebiotics? a. Indigestible by the host b. Only broken down by the stomach acid c. Digested through enzyme action d. Readily digestible along the digestive tract 3. Which of these are true of prebiotics on the label? a. They are Feed Materials listed under ‘Composition’ b. MOS and FOS are prebiotic listings c. Inulin is a prebiotic d. All of the above 4. Do horses benefit from being fed a probiotic yoghurt for people? a. No, they’re the wrong type and won’t provide sufficient quantity b. Yes, but they won’t be as good as equine probiotics c. Yes, they are just as good as anything else d. Yes, they are the best probiotics for horses 5. Which of these is a proven, legal, probiotic for horses? a. Enterococcus faecium b. Saccharomyces cerevisiae c. Lactobacillus faecium d. All of the above
RAMA CP Questio D n (nutritio s n ) Januar y 2023 ETN
6. What does ‘cfu’ stand for on a label? Colonic function unit a. b. Carbon facilitated ulcer c. Colony forming unit d. Carboxy formed ulcer 7. Postbiotics are defined as metabolites that specifically help what? a. Microbes of the hindgut b. Health of the host animal c. Both ‘a’ and ‘b’ d. Neither ‘a’ nor ‘b’ 8. What do VFAs do? a. Provide energy for the horse b. Help repair damaged tissue c. Supply vitamins d. Boost immunity 9. Which B vitamin number does biotin have? a. B1 b. B3 c. B5 d. B7 10. Which of these best fits the definition of Microbiota? a. Both host and the microbial population b. The microbes and their metabolites c. The microbial population alone d. Both the probiotics and postbiotics
SUBMIT YOUR ANSWERS ONLINE AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION. 26 | EQUESTRIAN TRADE NEWS JANUARY 2023
WWW.EQUESTRIANTRADENEWS.COM
RETAILER PROFILE | ETN
Ordinary people doing extraordinary things Deborah Hayward chats to Michaela Pollitt, of Equisign Tack and Feed, a thriving equestrian store in north Lincolnshire where advice, training and knowledge are as important as its products.
M
ichaela Pollitt is still basking in the afterglow of Equisign Tack and Feed being named Retailer of the Year in the 2022 Equestrian Business Awards. “They could have gone for a bigger, flashier store, but what they saw in us was so strong that they picked us,” she says. “We have a tiny space, but that doesn’t matter. In 2016, the year we opened our doors, the Queen’s Christmas speech had focused on people who were inspirational in the community. She said that it was often the ordinary people who do extraordinary things that are the most special. “You can start from the most humble beginnings. You don’t have to be important – you just need to do things with great love. That is us exactly! We have a passion for what we do and we really care about the people and horses we serve.”
SMALL IS BEAUTIFUL
Equisign is run by Michaela and her husband, Tony, from Plum Tree Farm, in Kirton in Lindsey, north Lincolnshire – their home on four acres of land that they share with their horses and rescue dalmatians Milo, Hunter, Domino and Pretzel. “The shop was converted from our attached garage and utility room, with a huge container for the feed and bedding,” explains Michaela. “When I say we are small and humble, we really are.” Often described as an Aladdin’s cave, the shop caters for pets, birds and smallholders as well as its equestrian customers. “Although we have lots of products, it’s our personal and warm service that people like and appreciate most,” said Michaela.
“They trust our knowledge and advice, and know that’s what we care about rather than simply Michaela Pollitt and husband Tony share their focusing on what love of showing horses and running a successful goes through equestrian store in north Lincolnshire. the till. “We always come at things from a different angle to see if we can help people. If someone is upset, we’ll sit them down with a cup of tea and have five minutes with them. “We are a massive source of support and the amount of times we’ve opened up out of hours is unreal. Although we are open seven days a week, people are sometimes desperate and they know that they can always rely on us.”
GETTING STARTED
The couple opened their shop after successfully selling wooden stable signs – which Michaela still makes to this day – and crosscountry colours online. When supply issues put this on hold, they looked for new avenues. “I’d love to say that we had some amazing business plan, but we hadn’t,” says Michaela. “We were sat having a glass of wine one evening and brought up the idea of opening a shop. We live in a really equestrian area and there was a definite gap in the market for one with some lovely, traditional values. “Tony and I are originally from Yorkshire and there used to be a tack shop on the outskirts of Sheffield where everybody knew everybody. You’d go to buy a bridle, bump into someone for a chat, get some advice and come out an hour later. We wanted to start somewhere like that, a real hub of the community. “I love talking, I’m quite knowledgeable, I’m a show judge and I’ve worked on a livery yard that got BHS status – I knew it was something we could do.” At this time, Tony a former police officer, was responsible for running a local towncentre market and Michaela had recently left a job with the local authority and was involved in teaching and running showing clinics. They went ahead to set up the business from scratch, with every penny they earned Equisign Tack and Feed is an Aladdin’s cave filled with everything for horse and rider, pets, birds ploughed back into it to restock the shelves. and smallholders.
CONTINUED OVER THE PAGE
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS JANUARY 2023 | 27
ETN | RETAILER PROFILE works at the shop on his days off, as well as taking care of loading feed into the container and keeping the lawns neat and tidy. Customers come from the local area, as well as east Yorkshire and Nottingham. Many are leisure riders, although some are involved in competition. “We are suppliers to the Reynolds show team and Harriette Rushton Equine, as well as polo and other large yards in the area,” adds Michaela.
PASSING ON SKILLS The store’s shelves are filled to the brim with lotions and potions, and plenty of horsey essentials.
UP AND RUNNING
While the structure of the utility room and garage remained the same, a concrete floor was laid, racking fixed to the walls and a counter created. A customer with a talent for upcycling made a price board and stand at the centre of the showroom floor for displays. “We already had an account with Battles because of the crosscountry colours and event grease we sold,” says Michaela, “so we set about expanding our stock and approached other suppliers such as Bettalife and Omega Equine, who soon came on board. “In the beginning, we were selling feed, bedding, supplements and lotions and potions – the basics. We did a bit of second-hand stuff but saw that there was a real interest with people wanting clothing and rugs, so we started stocking Mark Todd base layers and the Hy range, and bought rugs from Saddlery Trade Services, and really built things up from there.”
DAY TO DAY
Michaela runs the store with employee Sally Farquharson and three work-experience pupils from a local college. “We are really lucky to have Sally,” she says. “She has a great eye for detail and comes up with some superb ideas, such as introducing collapsible net shopping baskets, which has really seen our sales increase. We’re a great team and all aligned with our values of kindness, generosity and honesty.” Tony is currently a senior lead driver assessor at Waitrose who
ETN asks Michaela
Plum Tree Farm features a small arena where Michaela gives lessons. “I’m not someone who teaches ‘Karen’s granddaughter’ to do her up and downs – that’s not what I am about,” she says. “I am a competition coach and, because the shop is so busy, I really have to cherry-pick the people I help, so it’s usually those who are aiming for Search for a Star or who are showing at county level and need that final polish.”
Michaela Pollitt with Equisign Tack and Feed’s Retailer of the Year trophy from the 2022 Equestrian Business Awards.
WHAT’S NEXT
Michaela used to shy away from online sales, believing that those shopping in this way are motivated only by price. However, things are set to change. “We have now realised we might be missing a trick, as some things do lend themselves to being sold online,” she says. “We have our own range of branded clothing that would sell really well, as will our end-of-line bargains and special offers. “So we now have our web developer upgrading the website to an e-commerce one to allow us to move forward with this. The business has the potential to be much bigger than it is already and we can include online sales without compromising the values we stand for. “We have also just finished a viewing area for our school, which we are hoping will serve as a venue for us to host clinics, coffee mornings, talks and demos. I also have my own herbal range that I am keen to bring to the market.”
Q: What brands do you stock?
Q: How involved are you and Tony in the world of showing?
Q: What services do you offer?
Q: Do you use social media to promote your business?
Michaela: We have the usual equestrian brands – including Equetech, Mark Todd and Hy – and one or two others such as Cameo, Lazy Jacks, Equi Light and Leon Boots Co. We also like to support local businesses, so stock Baillie Haylage and Emerald Green Feeds to cut down on road miles.
Michaela: We offer a comprehensive range of services, including rug cleaning, saddlery repairs, clipper sharpening and zip replacement, as well as arena hire for riding instruction, plaiting and turnout services.
Q: How did you and Tony meet?
Michaela: I am insured as an instructor and a showing judge. I still teach and have had pupils compete and win at HOYS, while my horses have twice won the Best Turned Out award at RIHS. Tony, meanwhile, has had lots of showing success with his maxi cob, Polestar.
Michaela: I do a series of blogs with videos on different topics that can be accessed through our website. We are mainly on Facebook, though we are trying to increase our reach through Instagram and TikTok.
Michaela: We met on a blind date organised by a mutual friend. We were both working for South Yorkshire Police – he was a police officer while I was a police control room operator – although we didn’t know one another.
Q: What do you love about being a retailer?
Q: When did you and Tony learn to ride?
Michaela: Time with family and friends is really important to me, so we try to meet up as often as we can. I am also a keen cook and baker.
Michaela: I have ridden since I was five but didn’t have horses until I was 27, while Tony learned to ride in his 40s.
28 | EQUESTRIAN TRADE NEWS JANUARY 2023
Michaela: My passion for the people we serve and their horses makes this the best job in the world.
Q: What other interests do you have?
WWW.EQUESTRIANTRADENEWS.COM
ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ER B M ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR TE P ATES FOR YOUR DIARY DATES FOR SE YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATESSun FOR10 YOUR DIARY DATES FOR 2023 YOUR •DIARY FOR YOUR - Mon 11 September NAECDATES Stoneleigh, UKDIAR
10
1 1 10 r e b m e t p Se 3 2 0 2
Supporting the Industry www.beta-int.com
T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y
sales@beta-int.com • +44 (0) 1937 582111
The official media partner of BETA International
Main Sponsor
ETN | WILD BIRDS
When winter bites… Winter can be a desperate time for many wild birds. Simon Parker, trading director of Henry Bell and Co, looks at how food and feeders can help our garden visitors beat the cold.
Hanging feeders placed away from predators help birds to access supplementary feeds throughout the year.
F
reezing cold weather can ruffle the feathers of many wild birds that overwinter in the UK. When the country is caught in an icy grip, smaller birds such as robins, wrens and blue tits can be adversely affected and many die from starvation each year. A 2022 survey by the Pet Food Manufacturers’ Association (PFMA) – now renamed UK Pet Food – reveals that, as people have become increasingly aware of their natural environment, six out of 10 households now put out food for birds. All generations enjoy nurturing and caring for our feathered friends and, to do this, they’re prepared to invest in good-quality feeds and a wide range of hanging feeders, trays and tables. After the hot, dry summer of 2022, it is even more important that we keep our feeders well stocked to ensure that wild birds can maintain their energy reserves over the winter months. Birds usually build up fat stores over autumn, but the high temperatures meant that many berries and fruits ripened and dropped much earlier in the year than usual. Earthworms – the staple diet of many birds – have also been in short supply, as the lack of moisture caused them to go deeper underground and, therefore, out of reach.
WINTER WARMERS
Maintaining body heat is essential when temperatures dip and in doing this a bird’s fat reserves can quickly become depleted. The challenge of seeking out feed during reduced daylight hours, when the ground is hard and water sources are frozen, only serves to compound the problem. 30 | EQUESTRIAN TRADE NEWS JANUARY 2023
Pre-filled feeders are ideal for feeding birds in the garden.
Providing high-energy feeds is a must and oil-rich seeds and peanuts, as well as suet balls and cakes, are perfect winter warmers and the ideal way to help birds battle through harsh, frosty nights. Food should always be put out on a regular basis – once in the morning and then again in the early afternoon whenever the weather is very bad. Remember that birds like to feed in different ways, so be sure to cater for the needs of those that feed from the ground or a table, as well as those that prefer to hang on a feeder. It is also important to ensure that birds visiting the garden can access a regular supply of clean water for drinking and bathing, especially when natural water supplies are frozen. Make sure that any bird baths, dishes and trays are monitored at regular intervals. WWW.EQUESTRIANTRADENEWS.COM
WILD BIRDS | ETN
Offer your customers a wide range of feeds to help them attract different types of bird to the garden.
HOW TO FEED
Nest boxes make handy roost sites during the winter.
INDUSTRY SURVEY
The PFMA survey showed that as many as 56% of people feed birds in winter. This is wonderful news, but it is important that customers don’t think that, once they have got through the cold weather, our birds are home and dry. Year-round supplementary feeding is important and although winter is a crucial time for topping up the calories, customers should be mindful of the feeding gap – a period that occurs during spring when food supplies are depleted following winter just at the time when the bird population is working hard to raise the next generation.
FAVOURITES WITH BIRDS
Stocking wild bird feed is a great way to boost revenue from products that will fly out of the door. Great cold-busting buys include: • Superior seed mixes – perfect for feeders, scattered on the bird table or fed from the ground, these feeds are real powerhouses, providing plenty of fuel for winter. Robins, starlings, blackbirds, blue tits, house sparrows, long-tailed tits and bullfinches love them. • Peanuts – rich in fats and a favourite among starlings, nuthatches, tits, house sparrows and great spotted woodpeckers. • Fat balls and suet treats – full of energy with high levels of saturated fat to help birds keep warm. • Mealworms – loved by robins, starlings, blackbirds, song thrush and blue tits. • Sunflower seeds – high in oil and protein, and loved by robins, blue tits, house sparrows, wrens and coal tits.
WWW.EQUESTRIANTRADENEWS.COM
Feeders (plastic and mesh, as well as those that are ready filled), feeding stations for small and large gardens, and roofed bird tables ensure that food is kept dry, in good condition and out of reach of other animals. All feeders should be sited in a safe part of the garden and moved to one or two different sites over the year to prevent the build-up of debris underneath. Feeders should be placed about two metres away from dense cover such as bushes and trees so that birds can make an emergency exit should sparrowhawks or other predators drop by. In addition to feeders, nesting boxes are a great add-on, as they provide handy roost sites during winter. Always ensure that bird tables and feeders are kept clean and free from droppings or mouldy food, which can become a breeding ground for parasites and bacteria. Wash feeders and tables regularly, ideally in a 5% disinfectant solution. Bird tables should be cleaned and old food never allowed to accumulate. Brush off debris as new food is put out and scrub the table with a cleaning solution every few weeks. If stocking any of these kinds of products, offer a range to suit all budgets and different requirements.
Energy-packed seeds are a great way for birds to maintain their energy reserves over winter.
About the author: Simon Parker is Henry Bell and Co’s trading director.
EQUESTRIAN TRADE NEWS JANUARY 2023 | 31
ETN | PETS AND WILD BIRDS
On a wing and a paw Pet products and wild bird food can be a profitable side-line for equestrian retailers.
All-year-round fuel
The Henry Bell Wild Bird Collection offers a fabulous range of feeds and accessories to encourage wild bird wellbeing. Its best-selling Superior Seed Mix is packed with nutrition and energy for wild birds throughout the year. Made from a unique blend of whole wheat, red Dari, kibbled maize, black sunflower, white millet and soya oil, it is suitable for use in seed feeders, bird tables and ground feeding. The product is available in 1kg (RRP £2.99), 2kg (RRP £4.99), 4kg (RRP £7.99) and 12.55kg (RRP £16.99, zero-rated tax) size packs, with packaging made from recyclable material and featuring an attractive design for maximum shelf appeal.
AND THE DOG CAME TOO
It’s a well-known fact that many horse owners also have dogs; so it’s a great idea to stock some canine products by a trusted brand such as NAF Natural VetCare Ageility is for older dogs. Its unique blend of ingredients supports stiff joints and maintains a healthy heart and an alert mind. RRPs from £9.99 for 75g. Skin care product Natural VetCare Dog’Skin soothes itchy or sensitive skin, helps with repair and balances the immune system. RRPs are from £9.99 for 75g. For dogs with stiff joints or an active lifestyle, there’s Natural VetCare Mobility for 360-degree care. RRPs are from £9.99 for 75g, with a liquid version from £19.99 for 500ml Natural VetCare Silky is a non-greasy deluxe de-tangling spray for easy grooming in dogs and cats. The RRP is £7.99 for 300ml.
32 | EQUESTRIAN TRADE NEWS JANUARY 2023
EXPERTS WANTED TO TEACH ANIMAL CARE QUALIFICATIONS
A training organisation is searching for experts to share their animal knowledge. iPET Network, with trains for qualifications in the animal care and veterinary sectors, is looking for professionals across the equine and small animal sectors. Trainers are particularly sought in South Wales, Lancashire, Yorkshire, Country Durham, Cumbria, Northumberland, Aberdeenshire, Lincolnshire, Cornwall and in Ireland. The organisation is looking for people with specialisms in the areas of canine and feline, equine, avian, exotic, small and large animal, veterinary and zoology to become trainers. “The pandemic has really given people time to think about what they want to do with their lives, and we have seen a giant increase in interest for our qualifications,” said Sarah Mackay, who founded iPET Network with Fern Gresty. “Such is the demand that we are actually looking to expand our list of training providers and we are calling on existing businesses and professionals to get in touch about offering these Ofqual regulated qualifications.” iPET Network qualifications are designed by people who work within the industries they serve. They range from dog grooming, cat grooming, pet first aid and puppy socialisation to canine care, health and behaviour, responsible dog ownership, equine first aid and canine nutrition.
Products to make them purr
Natural VetCare Cat’Skin from NAF is more than a blend of oils. It offers 360-degree premium nutritional support for skin health. Soothing itchy or sensitive skin, it helps with skin repair and balancing the immune system too. The RRP is £32.00 for 60g. Natural VetCare Senior CatCare is for older cats, supporting stiff joints and maintaining healthy kidneys and an alert mind. The RRP is £19.99 for 60g. For cats who struggle with bladder health, there’s Natural VetCare Uri CatCare. Its carefully blended ingredients relieve stress and maintain a healthy bladder. The RRP is £9.99 for 16.2g. WWW.EQUESTRIANTRADENEWS.COM
Top of PECKING the ORDER CONTACT US FOR A FREE BROCHURE
Henry Bell & Co’s
WILD BIRD CARE COLLECTION Quality feeds and wild bird accessories l Speciality
feed blends
l High-quality
suets and fats
l Stylish
feeders and feeding stations
l Nest
boxes
l Shelving
available
henrybell.co.uk Tel: 01476 565761 Email: enquiries@henrybell.co.uk
& PoS
ETN | PETS AND WILD BIRDS
SMART GROOMING SOLUTIONS
WildWash has a range of grooming products and accessories for dogs, cats and horses. From pin brushes, soft towels and nail clippers, to silky shampoos and eye cleansers, there’s everything a pet owner or professional groomer could need. Sold individually and in a range of intelligently-packaged gift sets, each product is created for a purpose. They smell divine too. WildWash was recently named Pet Product Retailer of The Year in the Corporate Livewire Global Awards 2022/2023.
JOIN BETA’S NEW FACEBOOK GROUP for BETA Retail members
Here you’ll find all the most up-to-date information and an open forum to ask questions.
Why wild birds are voting for Christmas
Real Christmas trees provide a brilliant habitat for wildlife including birds, according to new research. A 6ft Christmas tree takes ten years to grow - and attracts up to 40 different types of bird during its lifecycle. Over eight million Christmas trees are sold annually, each one usually being replaced with a young tree after harvest. So people who choose a real Christmas tree as part of festive celebrations ensure growers can keep planting more trees and continue to provide this great habitat for local wildlife. The study was carried out over five months in 19 plantations from Devon to Yorkshire by experts from Harper Adams University and Newcastle University. As well as birds, they found bats, mice, red squirrels, deer, foxes and badgers in Christmas tree growers’ plantations. The study was funded by the British Christmas Tree Growers Association which has 320 retailers, wholesalers and grower members across the UK.
34 | EQUESTRIAN TRADE NEWS JANUARY 2023
Home sweet home
Smart and supremely durable, the Nesty nest box from Stubbs has a squirrelproof steel front plate with holes suitable for sparrows, tits and nuthatches. Removing the plate creates a larger opening for robins, pied wagtails, wrens and spotted flycatchers. No perch is provided as this would encourage predators. Made in Stubbythene, the Nesty is impermeable to fleas and other parasites. Attachment, and annual cleaning, are easily performed through the larger front opening. There are drainage holes in the base.
WWW.EQUESTRIANTRADENEWS.COM
BETTER BUSINESS | ETN
The pathway to profit These five simple steps will boost your business’s money-making ability in 2023, says Rhiannon-Amber Leavett.
D
o you remember why you started your business? Was it because you had developed a product no-one else had? Because you wanted to combine your love of horses with work? Or perhaps you followed a family tradition? Whatever your reason… it almost certainly wasn’t because you love fretting over whether your business is financially viable, enjoy working long hours 24/7 and feel like if you take a day off that something will go wrong. The secrets to business success aren’t really secret at all. Anyone who’s serious about closing the gaps in their knowledge can get their business to where they want it to be. The way to achieve that is to focus on five key areas with a mindset built on continuous improvement.
Lead generation
How you generate more leads – or potential customers - can vary depending on the set-up of your business. It could be online/ digital marketing, or it could be attending or sponsoring events. Either way, lead generation is about getting your name out there in front of your target audience. It helps to get specific about who your audience is, where they hang out online and what kind of language they use. Also, get to know their ‘pain points’ so that you can position your products or services as the answer they’re looking for.
Photo: Eugenio Marongiu/Shutterstock
Conversion rates
The goal, of course, is to convert leads into paying customers. The only way to keep track of your conversion rates is to make everything you do measurable. For example, if you go to a show and hand out 100 promotional offer flyers, and 20 people make use of this offer, then you have a 20% conversion rate. Once you begin to measure the effectiveness of your marketing and promotional efforts, you can begin to set yourself targets, like increasing your conversion rate to 25%.
ATV
Once these new customers are making purchases, look at the average amount a customer spends within your business WWW.EQUESTRIANTRADENEWS.COM
mailing list and pushing offers, running loyalty schemes, and of course, having great service. Loyalty or points-collecting schemes mean you can measure how often your customers return to you too.
Profit margins
Once you can measure your marketing efforts, you can set targets.
per sale – the average sale value (ASV) or average transactional value (ATV) If you don’t already calculate this, I urge you to do so; it’s a very simple calculation. Pick a time period, per day, per week or per month, then add up all payments customers have made and divide it by the number of transactions. For example: Customer 1 bought a saddle pad for £45 then came back later on and bought a sack of feed for £15 Customer 2 bought a grooming kit for £95 and some tendon boots for £50, so a total of £145 Customer 3 spent £20 on feed Customer 4 spent £10 on a headcollar. The total amount paid into your business is £60 + £145 + £20 + £10 = £235 Five transactions were made, so we divide £235 by five giving an ASV for this period of £47. You can increase your ASV by up-selling, running offers such as ‘spend over £70 for free delivery’, or simply by increasing your prices. There are several ways to do it.
Repeat Custom
Encourage your customers to come back to you, giving you valuable repeat sales. Do this by adding customers to an online
What percentage of your income is profit and how can you increase this margin? Reducing your overheads and ensuring you’re getting your supplies at the best price possible is a good start. There’s an old expression: “If you want to earn more, you have to learn more.” In other words, if you want to make a success of your business, you must make continuous improvement a central focus of your business, your management and your life. Constantly analyse what went well, what didn’t, and how you can improve. You can (and should) set targets. Implement appraisals for your team, giving them targets to work towards and support and training to hit those targets. Set targets for your marketing campaigns and targets for your next 12 months’ trading. I strongly urge anyone who runs a business to write a business plan and accompanying cash flow forecast for each year of trade. You wouldn’t try to build a house without a plan! For those who feel daunted by spreadsheets and maths, I’ve created a free, downloadable cash flow forecast tool at improve-mint.co.uk Conduct a SWOT analysis to work out the strengths, weaknesses, opportunities and threats to your business throughout the year. Small, achievable improvements throughout your business will have a huge knock-on effect on your bottom-line profits. About the authors: Rhiannon-Amber Leavett is the founder and head consultant at Improve Mint Business Services, an equestrian-focused business coaching and consultancy agency. She worked with competition horses internationally before moving into management for several large corporations. Rhiannon-Amber launched Improve Mint to help business owners enhance their business knowledge. www.improve-mint.co.uk EQUESTRIAN TRADE NEWS JANUARY 2023 | 35
ETN | HOOF CARE
Best foot forward
By the time we reach January, hoof condition has been severely challenged by wet and mud. Yet, before you know it, the grass will be growing again, making laminitis a threat. Yes, it’s time to get on top of hoof health. HOOF OIL HAS PACKAGING UPGRADE It’s been a tack room staple for many years – and now Lincoln Horse Care has updated its Classic Hoof Oil packaging. The popular product has been treated to a fresh, reusable 450ml container with built-in ergonomic brush lid. The updated brush lid has a new, easy-to-hold longer handle. It’s more user friendly, and helps get better results when applying the oil to the hoof. There’s also a drip shield to prevent the product running down onto the user’s hands and making a mess. Lincoln Classic Hoof Oil in a 450ml reusable bottle with brush has an RRP of £19.50. Economy 1L, 4L and 20L containers are available. These larger sizes can be used to refill the reusable containers, saving your customers money and reducing packaging waste. Lincoln is available from Battles.
Formulated by farriers
Farrier Solution by PROFEET from NAF is a dense liquid hoof application packaged in a handy container with a brush included for convenience and cleanliness. Formulated by farriers for every hoof, it’s ideal for maintaining sound hooves, encouraging growth and healthy horn all year round. Farrier Solution by PROFEET penetrates deep into the horn to help prevent cracking, as well as defending the hoof from waterborne infectious threats. Importantly, it gives farriers hooves to work with. The RRP is £15.75 for 500ml, £47.25 for 2L. Your customers will also like Farrier Dressing by PROFEET. The easy to apply dressing is great for use on yards and comes in a handy bucket container It’s ideal for maintaining sound hooves, encouraging growth and healthy horn all year round. The RRP is £13.65 for 900g, £31.50 for 2.5kg.
For five-star feet
Five Star PROFEET supplements from NAF not only provide nutrients directly to support hoof health, they also target healthy liver function which, in turn, is fundamental to healthy hoof growth. Biotin is combined with a rich sulphur complex of methionine, cysteine and MSM, minerals including calcium and zinc, and a broad spectrum of naturally sourced amino acids and essential fatty acids. Developed by veterinary scientists, assisted by leading farriers, PROFEET offers concentrated, fast-acting, nutritional support for quality hoof growth. It’s available as a powder, liquid or pellets.
HEALTHY HOOVES NAILED
Healthy hooves are the foundation from which everything flows, says Horse First. Importantly, hoof walls must be strong enough to hold horseshoe nails and cope with the forces generated by the horse’s movement. Horse First’s Hoof First formula contains highstrength biotin plus all the essential vitamins and minerals to produce a healthy hoof. The product is designed to help develop a 36 | EQUESTRIAN TRADE NEWS JANUARY 2023
HOOF-SAFE FIBRE SOURCE
EquiGlo Quick Soak 10 Minute Beet is an ideal source of fibre for horses and ponies prone to, or at risk from, laminitis. A convenient and safe feed, it is made from British-grown, non-GM unmolassed beet flakes and is low in sugar and starch. The feed provides an excellent supply of non-heating, steady energy and can be used as a direct replacement for starchy, cereal-based feeds or as a partial replacement when forage is limited or of poor quality. It should be soaked for ten minutes before feeding or five minutes when hot water is used. EquiGlo Quick Soak 10 Minute Beet is manufactured by Henry Bell & Co (Grantham) Ltd, a trusted name in the feed sector since 1825.
strong, healthy hoof with continuous growth and a natural, shiny wall. Such hooves are better for the farrier to work with, fight problems such as thin soles, cracked, chipped or weak hooves and help avoid lost shoes. Hoof First contains 40mg of biotin per daily 25g serving for optimum uptake, combined with methionine, lysine and zinc. A 2kg tub provides an 80-day supply; 750g and 5kg sizes are also available. WWW.EQUESTRIANTRADENEWS.COM
HOOF CARE | ETN
WINTER NOURISHMENT Veredus Winter Hoof is an especially soft hoof grease with thyme oil and vitamin E. Its viscous consistency makes it easy to apply, even during cold winter weather. Vitamin E nourishes the hoof tissue and supports the natural recovery processes. Thyme oil creates a protective film and impregnates the hoof horn. Verdeus Winter Hoof also contains lanolin which promotes elasticity and suppleness. The RRP is £22. Veredus is distributed in the UK by Zebra Products.
Stop that smell
Hooflex Frog and Sole Care from Absorbine helps eliminate odours caused by bacteria and fungi. It is ideal for horses spending time in muddy conditions or standing in their stables. Designed to promote normal hoof health, it penetrates the frog and sole tissue without stinging, staining or drying out the hoof. Cold, dry weather can put hooves at increased risk of damage or cracking, say the experts at Absorbine, making it vital to maintain the moisture balance of the hoof to maintain its pliability. This can be achieved by regularly applying a hoof conditioner.
Made-to-measure poultice
Animalintex Hoof Treatment is the only Veterinary Medicines Directorate (VMD) licensed multi-layered absorbent poultice available in the UK. The hoof-shaped dressing is easy to prepare, because there’s no need to cut it. It’s also a convenient shape when securing a poultice with a cohesive bandage. Animalintex contains an antiseptic to clean and prevent re-infection. In addition, it includes the natural poulticing agent Tragacanth which reacts with water to draw out any infection and create a clean wound to encourage healing. In cases of bruised feet, a warm poultice can help ease pain and provide comfort. A must for any equine first aid kit, Animalintex Hoof Treatment retails at around £6.
Crowood Press has published a new edition of The Principles of Farriery by Christopher Colles, Ron Ware and John Hayes. The updated volume starts with a brief history of farriery, then looks at the legalities of the job and how to control equines for trimming and shoeing. The authors describe the care and maintenance of the forge and farrier tools. They also explain equine anatomy, especially the lower limbs, the principles of foot balance, and the practice of shoeing. The 320-page, hardback book has an RRP of £60.
WWW.EQUESTRIANTRADENEWS.COM
Photo: Jon Stroud
HOOF CARE BIBLE
And don’t forget…
Stock a variety of hoof picks - because different horse people like to use different variations of this everyday essential. A non-metal handle is particularly welcome on a cold morning. While hoof picks with integral brushes are useful for knocking off the worst of the mud. And how about popping some small buckets on display near the hoof picks? They’re ideal for catching and disposing of the ‘pickings’ to save having to sweep up afterwards Sturdy, gardening-type gloves are another useful addition to the horse owner’s hoof care regime. Of course, it’s useful to be able to feel for heat or check for thorns or damaged skin with bare hands. But wearing gloves makes the initial picking up and picking out of muddy, wet hooves so much easier – and potentially safer.
EQUESTRIAN TRADE NEWS JANUARY 2023 | 37
ETN | Advertisement feature
Media listings Innovative, strategic and effective communications are essential for any business’s marketing campaign. Bring your brand to new audiences through these listings.
BRITISH DRESSAGE MAGAZINE ADMIRE PR LTD
BRIEF PROFILE: Admire was founded by Andrea Bristol (Sexton) an ex professional dressage rider who has over 17 years experience as a PR and marketing specialist. An ethical PR agency that prices transparently, sets clear and ambitious campaign objectives, and measures results for their clients. KEY PEOPLE: Andrea Bristol (Sexton) - Founder and CEO Jess Simmons - Digital Marketing Isabelle Crow - PR assistant Clive Malcom - PR assistant Kira Hutt - Project Manager HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? With in-depth experience in equestrian plus a wide range of sports and b2b businesses we bring a broad knowledge to the industry. We specialise in press coverage, social media, award entries and crisis management. Helping you grow your business, we build a positive reputation for your valuable company, and protect it. E: andrea@admire-pr.com W: www.admire-pr.com Telephone: +44 (0)7887 997922 Linkedin: www.linkedin.com/in/andrea-sexton-14a3361a/ Instagram: @admire.pr
KEY PEOPLE: Publisher: Fellows Media. EDITOR: Jane Carley. ADVERTISEMENT MANAGER: Jacob Holmes. FREQUENCY/AVAILABILITY: Eight issues per year. GEOGRAPHICAL COVERAGE: UK. TARGET READERSHIP: British Dressage members and those with a keen interest in following the largest growing equestrian sport, with action from grass roots to Grand Prix. CIRCULATION: Over 16,000. ABC AUDITED: Yes. KEY EDITORIAL FEATURES: The only dedicated dressage magazine in the UK, show report and news, in-depth training features, profiles and interview with the top names in the sport, reviews and information on the latest gear, regional news and events, current veterinary and nutritional advice. ADVERTISEMENT OPPORTUNITIES AND RATES: Display, classified or advertorial, prime positions and multiple insertion discounts. Please contact Jacob Holmes for full details and media pack. T: 01242 259247 E: jacob.holmes@fellowsmedia.com W: www.britishdressage.co.uk
Holdsworth PR
Your Voice in the Media, Your Partner in Promotion Full spectrum PR & Marketing support: Public and Media Relations • Social Media • Online/digital PR Direct Marketing • Product and Event Promotions • Sponsorship Management
Webinars - Deliver your message in person. Fully managed webinar package www.holdsworthpr.co.uk
38 | EQUESTRIAN TRADE NEWS JANUARY 2023
Or call Rachael Holdsworth, Holdsworth PR Tel: 01903 892060 Email: rachael@holdsworthpr.co.uk
WWW.EQUESTRIANTRADENEWS.COM
Advertisement feature | ETN
JANUARY 2023
Volume 47, No 1
ON THE WING
How to profit from wild birds
THE EQUESTRIAN SPONSORSHIP HUB BRIEF PROFILE: Helping brands and businesses harness the power of equestrian sponsorship to grow their business through creative marketing, sponsorship management and sponsorship activation. KEY PEOPLE: Laura Cutter, Founder, with over 14 years experience in equestrian sponsorship and marketing. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Start 2023 with a plan! We recognise that many businesses don’t have the time or resources to effectively manage their sponsorship relationships. We fill that ‘grey’ area between rider and brand, sponsor and event organiser to fully leverage all associated opportunities. Our bespoke services allow us to help identify potential sponsorship opportunities, establish relationships and activate a plan that delivers true value for our clients, including Sponsorship Planning Rider Management Sponsorship Activation Associated Marketing E: laura@equestriansponsorship.co.uk W: www.equestriansponsorship.co.uk Telephone: +44 (0) 7867 973717 Facebook: www.facebook.com/equestriansponsorship/ Instagram: www.instagram.com/equestriansponsorshiphub/
HOLDSWORTH PR
BRIEF PROFILE: An experienced agency offering the full spectrum of public relations and marketing services to equestrian and rural businesses, assisting companies to achieve their goals. We care about your brand and getting your message heard through innovative, effective solutions. KEY PEOPLE: Rachael Holdsworth, Gillian Harris, and Jennifer Cranford. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? We have experience of a wide range of equestrian/rural PR and marketing activities and extensive media contacts. This allows us to create innovative and effective campaigns, building brand awareness and cultivating relationships with business partners. Using exciting and strategic promotional activities we achieve results utilising a broad range of marketing tools. T: + 44 (0) 1903 892060 E: rachael@holdsworthpr.co.uk W: www.holdworthpr.co.uk Facebook: @HoldsworthPR Twitter: @HoldsworthPRM Instagram: @HoldsworthPRM
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS MAGAZINE
DO YOU KNOW YOUR BIOTICS?
ETN is the official media partner of BETA International
AMTRA CPD on digestive health
PLUS
2023
• BETA chairman in the hot seat • Hoof care best-sellers • News and new products
10-11 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor
Main Sponsor
CONDITION-IMPROVER
KEY PEOPLE: Publisher/Owner: Condition, Topline & Saracen Shine Equestrian Management Consultants Ltd (EMC Ltd). EDITOR: Liz Benwell. ADVERTISEMENT: Abi Cannon, Evie Edgar. FREQUENCY/AVAILABILITY: 10 issues per year. GEOGRAPHICAL COVERAGE: UK and overseas. TARGET READERSHIP: B2B – retailers, manufacturers, wholesalers and everyone involved in the equestrian trade. CIRCULATION: 2,855 print copies and 4,129 digital copies (May 2022). ABC AUDITED: No. KEY EDITORIAL FEATURES: AMTRA and SMS accredited CPD features, latest industry news and products. ADVERTISEMENT OPPORTUNITIES AND RATES: Adverts, advertorials, inserts, takeover emails and email banners. Please contact Abi Cannon or Evie Edgar to discuss your requirements. NEW
Fully Balanced, Calorie Dense
High in ‘Super-Fibres’ & Oil
FO R O U TSTA N D I N G
Unique Inclusion Of Equi-Jewel®
Added Live Yeast For Digestive Health
Supports Optimum Weight Gain & Muscle Development
With no change to the nutrient values customers feeding products from the Show-Improver and Conditioning Range can transition onto the new Condition-Improver products without disruption to their horse’s diet.
Scan Here For Help Choosing the Right Feed
For nutrition advice or further information on our feeds please call +44 (0)1622 718487 Email info@saracenhorsefeeds.co.uk or visit www.saracenhorsefeeds.com
T: Abi Cannon 01428 601028, Evie Edgar 01428 601031 E: etn@djmurphy.co.uk; editor@equestriantradenews.com W: www.equestriantradenews.com
HORSE & COUNTRY
BRIEF PROFILE: Horse & Country is the leading video network for the passionate equestrian community. In 2022 we streamed over 400 days of live horse sport on our membership service, H&C+, and produced over 50 hours of related content, including masterclasses, documentaries, and popular entertainment formats such as LeMieux All Star Academy. KEY PEOPLE: Board Director: Richard Burdett – richardb@horseandcountry.tv European Advertising and Sponsorship Sales Director: Sophie Conway – sophiec@horseandcountry.tv Sales Manager: Mary Bisco – maryb@horseandcountry.tv. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? With video central to marketing communications, it’s more important than ever to choose the right platform to reach your customers. H&C offer four products for advertisers: • Live stream advertising • On-demand advertising • Content partnerships • H&C on Samsung TV Plus Call us and we’ll put together the right package for your brand. T: 01633 982766 E: advertising@horseandcountry.tv W: horseandcountry.tv Facebook: @horseandcountryuk Twitter: @horseandcountry Instagram: horseandcountrytv TikTok: @horseandcountry EQUESTRIAN TRADE NEWS JANUARY 2023 | 39
ETN | Advertisement feature 00 ,0 £2
The UK’s best-selling equestrian monthly
TH OR R W OVE
WIN! Bliss of London saddle Issue number 638 November 2022 n Laura Collett’s gridwork exercise n 3 ways to upgrade your contact n 4 steps to a happy yard n One polework layout, five ways n Arthritis n AW22 gear guide n T&T wellies
HORSE & RIDER MAGAZINE
KEY PEOPLE: Publisher/Owner: DJ LOVE grid for a Murphy Publishers YARD bolder EDITOR-IN-CHIEF: Louise Kittle horse COMMERICAL DIRECTOR: Abi Cannon 1 3CONTACT FREQUENCY/AVAILABILITY: arthritis Four-weekly perfect bound glossy SAFER magazine available in Tesco, YARD Sainsburys, Waitrose, Asda, Morrisons, BUMPER ISSUE! AUTUMN/ WELLIES 146 WH Smiths and all good newsagents. GILETS WINTER MUST-HAVES GEOGRAPHICAL COVERAGE: UK and overseas. Print magazine, digital edition, website and social channels. TARGET READERSHIP: Horse owners and riders committed to getting the most from their time spent with their horse. CIRCULATION: 18,068 KEY EDITORIAL FEATURES: Riding articles across a range of disciplines from top trainers, the latest veterinary research and advice, confidence and horse management articles, as well as all of the latest products and horsey gear on the market and chances to win amazing prizes. ADVERTISEMENT OPPORTUNITIES AND RATES: Digital, social, print and multiplatform options available, as well as bespoke packages and reader events, contact Abi Cannon. ...................................................................................................... T: 01428 601020 E: abi@djmurphy.co.uk W: www.horseandrideruk.com Instagram: @horseandrideruk Facebook: Horse&Rider Magazine LAURA COLLETT’S
your
4 STEPS TO HAPPINES S
and a better jump
POLEWORK LAYOUT, FIVE WAYS
exercises to UPGRADE YOUR
Understanding
DJMurphy
TIPS FOR A
NEW SEASON
GEAR GUIDE
Issue 638 £4.49
6 Oct – 2 Nov 2022
HIGH-VIS,
& COSY CLOTHES
TRIED AND TESTED
JB PROMOTIONS PR & MARKETING
BRIEF PROFILE: We have represented equestrian and country brands, organisations and events for over 35 years. What makes us stand out is our in-depth knowledge of the sport, our excellent contacts with equestrian and non-equestrian press and our relevant experience that demonstrates the five-star quality of our work. Our clients include Petplan Equine, MSD Animal Health, Piggy TV, Magic Millions Festival of British Eventing and Bicton Arena to name a few. KEY PEOPLE: April Coate (Managing Director) HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Our creative and experienced team work closely with our clients to help elevate their profile through print and digital editorial, social media content creation, sponsorship management, positive PR and press office management. T: 07469 237495 E: april@jbpromotions.co.uk W: www.jbpromotions.co.uk Instagram: jb.promotions Facebook: @JBPromotions
BECOME A
BETA MEMBER
Ensure your customers shop with confidence where they see these signs
QUALITY MARKS
MEMBERSHIP TYPES
Join the BETA family to strengthen & grow your business. For more information email info@beta-uk.org or call 01937 587062
40 | EQUESTRIAN TRADE NEWS JANUARY 2023
MARKETING BUDDIE BRIEF PROFILE: Helping country, lifestyle and equestrian businesses build beautiful brands, become magnetic and grow. Working with people who are keen to take things to the next level and create a real edge for their business visually, verbally and viscerally. KEY PEOPLE: Becky Wardle HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Together we’ll create a magical and magnetic brand that hits home with the right clients and customers. Through branding, website and all your business literature, we’ll build longstanding loyal connections to grow your business in the equestrian, country and lifestyle fields. Services offered include: Brand design and logos Website design, build and management Digital and print graphic design Social media management SEO & blogging Email Marketing E: beckywardle@marketingbuddie.co.uk W: www.marketingbuddie.co.uk Telephone: 07909 228 713 Facebook: Marketing Buddie Instagram: @marketingbuddie
WWW.EQUESTRIANTRADENEWS.COM
Advertisement feature | ETN TAR STABLE ME GA ! S COlouRING BOOK*
PONY MAGAZINE
KEY PEOPLE: Publisher/Owner: DJ Murphy Publishers boost road EDITOR-IN-CHIEF: Louise Kittle jumpin ng ridi confide g with nce COMMERICAL DIRECTOR: Abi Cannon FREQUENCY/AVAILABILITY: Four! IN W Winter a pony massage COAT weekly magazine with equestrian pad CARE secrets! themed covermount. Available in Tesco, veteran Sainsburys, Waitrose, Asda, Morrisons, ponies WH Smiths and all good newsagents. TE Meet! HARLOW WHI GEOGRAPHICAL COVERAGE: UK and overseas. Print magazine, digital edition, website and social channels. TARGET READERSHIP: Young riders aged 6-16 CIRCULATION: 17,994 KEY EDITORIAL FEATURES: Riding and pony care advice in every issue, covering a range of abilities and disciplines, as well as ‘Help’ pages and fun quizzes, competitions, posters, crafts, horsey shopping and top rider facts. Winner of children’s magazine of the year at NMA 2022 awards and shortlisted for best children’s magazine and event of the year at the PPA 2022 awards. ADVERTISEMENT OPPORTUNITIES AND RATES: Digital, social, print and multiplatform options available, as well as bespoke packages and and Pony Big Day Out reader events, contact Abi Cannon. ..................................................................................................... T: 01428 601020 E: abi@djmurphy.co.uk W: www.ponymag.com Instagram: @ponymaguk Facebook: PONY Mag your
This Esme
14 December 2022 – 10 January 2023
DJMurphy
Feb 2023 £4.25 Issue 899
why we
PONYMAG.COM
*UK ONLY
AMAZING! note
book
* PLUS! cute sticky note s
YOUR HORSE MAGAZINE
KEY PEOPLE: Kelsey Media PRINT EDITOR: Julie Harding ONLINE EDITOR: Aimi Clark ADVERTISING CONTACTS: Stacey Boyce, Head of Investment / Lisa Ebdy, Business Development Manager FREQUENCY/AVAILABILITY: Four weekly perfect bound glossy magazine available in Tesco, Sainsburys, Waitrose, Asda, Morrisons, WH Smiths and all good newsagents. GEOGRAPHICAL COVERAGE: UK and overseas. Print magazine, digital edition, website and social channels. TARGET READERSHIP: Active leisure riders committed to getting the most from their time spent with their horse; Amateur competition riders; Riding and Pony Club members. READERSHIP: 15,000 KEY EDITORIAL FEATURES: Inspirational articles from the best riders and trainers in the world to help readers improve their riding skills, expert tips and advice on all aspects of horse care, trustworthy reviews on all the best products for you and your horse, features from riders and owners around the UK and beyond sharing their love of riding. ADVERTISEMENT OPPORTUNITIES AND RATES: Digital, social, print and multiplatform options available, as well as bespoke packages and events, contact Stacey Boyce / Lisa Ebdy. ..................................................................................................... Stacey Boyce, Head of Investment T: 01732 447536 E: stacey.boyce@talkmediasales.co.uk Lisa Ebdy, Business Development Manager T: 01732 441642 E: lisa.ebdy@talkmediasales.co.uk W: www.yourhorse.co.uk
happy horse
sticky notes NOTEBOO
happy horsy K thoughts! to small parts. 3 years due children under Centre, suitable for Innovation Choking hazard.Stanmore Business & Ltd, UK. by Xcel Concepts Stanmore, HA7 1GB, 4, Ireland. by and imported Howard Road, Road, Ballsbridge, Dublin Stanmore Place, Northumberland Ireland, 22 Made in China. future reference. for this information I0002054. Please retain Batch Number:
Xcel Concepts Manufactured
Warning! Not
Concepts
Chichester, by Co-Prom, and imported (0)1243 575247. EU Tel; 00 44 Set. Manufactured Ireland. Batch Sticky Note www.coprom.co.uk.Co. Cork, T12 KP57, 36 months. PO18 9DL, UK. Bullseye, under Made Representative; Not suitable for children Authorised recommended. Warning! Adult supervisionfuture reference. Code; CPH2645. for CHOKING HAZARD. Small parts, Please retain this information in China.
2022 covermount
note pad
cover
FINAL.indd
1
13/03/2022
07/03/2022
ENVELOPE
2022.indd
20:39
10:52
1
Meg Elphick’s
guide to
ri ridi ding ng
dif diffe fere rent nt
The UK’s No.1 magazine for young equestrians
Meet a daredevil
awesome
horseandrideruk.com
horses need friends We new fore st
ponies!
1 0
2022
PONYMAG.COM
WIN! £500 OFF YOUR WINTER FEED BILL
425973
– 20 September
770032
Oct 2022 £4.99 Issue 895 DJMurphy
*UK ONLY
In the saddle
Ready for
Lightening your horse’s forehand needn’t be complicated – all you need is a series of simple exercises
Photos: Jon Stroud
A
horse’s natural inclination is to move in a slightly downhill fashion – after all, naturally, that’s where he carries around 60% of his weight. However, with his front legs doing the brunt of the work, his hindlegs then take a backseat. As a rider, you need your horse to be working properly through his back so that he can carry you effectively, but this can only happen when he’s working into a soft and light contact that is powered by his hindquarters. In order to generate this energy, you’ll need to strengthen your horse and encourage him to become more supple and balanced. Here are a few targeted schooling exercises to get you started.
C
Warm-up wisely
For a horse who’s on the forehand, it can be tempting to try and get him sitting on his hindquarters from the second you set foot in the arena. However, it’s most important to prioritise getting him going forwards first, allowing him to stretch on a loose rein in walk and trot, before you try and refine his way of going too much.
40 HORSE&RIDER
3. Square turns
H
M
E
B
K
TOP TIP
Switch between these three exercises during your sessions so your horse doesn’t start to anticipate the next move.
F
A
Route 1 Route 2 Route 3 Square turn
2. Move your weight onto your inside seat bone and apply your inside leg on the girth to engage his hindleg and ask him to step him out towards the track. 3. Support your horse with your outside leg behind the girth to keep driving him forward and also prevent him from falling out or leading with his quarters. When you’re confident with lateral steps from the three-quarter line, there’s no limit to where your leg-yield could go. You could add a few extra steps by attempting it from the centre line back towards the track, or zig-zag to and from the threequarter line, changing the bend as you go. It’s easy enough to do out on a hack, too, and has the added benefit of helping you to stride out some tension if your horse is on the keener side.
A great way to encourage your horse to shift his weight backwards is through 90° turns. This technique sounds simple but don’t mistake that for it being easy – it takes a great deal of balance to master. To do it... 1. Ride large around the arena in walk, applying a half-halt as you approach the corner. 2. Apply pressure with your inside hand to encourage your horse to flex slightly to the inside, and keep your outside hand close to his neck. 3. Squeeze with your
inside leg on the girth to encourage him to keep working up into your outside hand, and place your outside leg a fraction behind the girth. 4. Straighten up out of the corner, before repeating in the next one. Once you’re confident asking for square turns while going large, why not take your horse on a square at either end of the arena? You can then upgrade the difficulty by riding a 20m square in the centre of the arena – where you won’t have the support of the corners to help you.
BUYER’S GUIDE
KEY
4 #
Number of colours available
How to create a winning routine
riders
14
COST CUTTING
POLEWORK
1 LAYOUT, 3 WAYS AND JUST 6 POLES!
TIPS
Cool, calm & focused
CREATE A
HORSE Y FRIENDL plan
in 15 minutes
training
Piggy March
MOUNTING BLOCKS
Weight Maximum load
U
sing one is better for your back – not to mention your horse’s – and it can reduce unnecessary strain on your saddle, too, but how much thought do you put into the mounting block you use? Choosing one that suits your riding lifestyle TOP TIP is a simple way to It’s important to position streamline your your mounting block on a routine. That’s secure, level surface and ensure why we’ve taken a it’s tall enough for the size of look at the options horse you’re getting on. available, whether you need one for the yard or lorry, or a combination of the two.
Horse&Rider readers are passionate about their horses – investing time, energy and money into making their horsey dreams happen. Get your brand in front of this dedicated and engaged group of equestrians.
The multitasker
A combined three-step mounting and jump block, perfect for taller horses. With shallow cups either side of each step and a rope handle for easy carrying. stubbsengland.com
15
Super-lightweight and folds away for easy carrying, the slim profile makes it easy to store when not in use. Doubles up as a height booster for perfect plaits, too. qhp.nl 142 HORSE&RIDER
Made from tough polyethylene, this will keep your grooming kit secure while giving you a safe spot to mount from. With flexi handles for manoeuvrability, it has a watertight 50-litre lockable capacity. jsw4jumps.co.uk
41.5cm
14
10kg
39cm
DID YOU KNOW?
Why not try...
HORSE&RIDER 41
5kg
The space saver
If storage space at your yard comes at a premium, you’ll want a dual-purpose piece of kit that works a little smarter. Light in weight, it’ll be easy to move and will keep your kit safe, too.
100kg
Mounting from a block shouldn’t be a sign that you lack flexibility. Repeatedly getting on from the ground puts a lot of strain on one side of your horse’s body – so you’re saving him a lot of stress.
The all-rounder
It’s small enough to be mobile, but robust enough to become a yard staple. In fact, if you buy one, you’ll probably end up sharing it between a few of your stablemates. Why not try... Classic Showjumps Two Step Heavy Duty £77 Hard-wearing and robust set of steps. The hand holes at the side make it easy to move and it’s fitted with abrasive anti-slip strips on each step for sure footing. classicshowjumps.com
60cm
15kg
260kg
9
30.5cm
Why not try...
TOP TIP
The position of your block while mounting is important. Too close and you’ll apply a lot of downward force on your saddle, possibly leading to a slip. Too far away and you’ll have to launch yourself, which will be uncomfortable for your horse.
1.5kg
QHP Step-up stool £19.95
15
JSW One Step tack box with handles £59.95
The foldaway
When you’re frequently on the go, you need something that can keep up. Whether you’re schooling in the field, plaiting for a competition or away from home, it’ll need to be light, easy to handle and simple to stow away.
63.5cm
If it’s all about aesthetics at your yard, you won’t want anything cluttering up your backdrops. But, what if your choice of mounting block could double up as a schooling aid? Why not try... Stubbs Up and Over £35
11 August – 7 Sept 2022
Angles • Tricky lines • Skinnies
90kg
Non-slip
Issue 636 £4.49
IN THE ARENA WITH
9.5kg
Height
Make getting on your horse easier with these handy blocks
Photo: Jon Stroud
2. Leg-yield
There’s barely a schooling snag a leg-yield can’t help to fix – so there’s no surprise that those sideways steps are making an appearance here, too. They’ll supple your horse and encourage him to take more weight behind due to the engagement required to get his hindlegs crossing over, so by making this a regular part of your sessions, you’ll be reaping the rewards in no time. Introduce leg-yield on the three-quarter line, where your horse will be most inclined to move out towards the track. Rather than allowing him to drift, ask him to step with purpose, then... 1. Apply a little pressure with your inside rein for a small degree of inside flexion, but maintain the contact with your outside rein to keep hold of his shoulder.
Competition confidence
CHARLOTTE DUJARDIN’S
Grand Prix lessons for
grassroots
Horsey shopping
Mounting made easier
1. Transitions
A fundamental weapon that every rider should have in their arsenal is transitions. Why? Because they'll improve your horse’s balance and encourage him engage his hindquarter-based engine as he moves between gaits, rather than pulling himself along with his front end. Begin with walk-halt-walk transitions, engaging your core – that is, your stomach, back and seat – to help him maintain his balance and use his hindquarters rather than pulling against your hand. From here, you can slowly build up to trot-walk-trot transitions, and walk-trot-walk transitions.
lift off
The UK’s best-selling equestrian monthly
DJMurphy
Issue number 636 September 2022 n Charlotte Dujardin’s Grand Prix lessons n Polework three ways n XC in the arena with Piggy March n Horse-friendly training n Cool, calm and focused n Competition confidence
polework!
24 August
POSTERS
The UK’s best-selling equestrian monthly
why
stunt rider!
Ultimate guide to
PONY readers live and breathe everything equestrian. Create brand loyalty for your products by marketing to these horsey mad teens.
ACE IT! JUMP UPRIGHT S
9
ponymag.com
po poni nies es
260kg
The taskmaster
Tall, sturdy, yet surprisingly mobile, this one’s likely to tick all the boxes. Once you find one, you’ll wonder what you did before it arrived.
Why not try...
PolyJumps Three Step £110
It’s strong and durable but also lightweight and easily transportable due to the built-in wheels and handle. Each step is textured to prevent slipping. Three step solution for mounting any horse or pony. polyjumps.com
HORSE&RIDER 143
To discuss your brand and bespoke package options contact the ad team 01428 601020 or abi@djmurphy.co.uk Product Editorial • Tried and Tested • Digital • Social • Email • Advertorial • Video • Research • Inserts • Events • Covermounts • Reader Offers
ETN | BETTER BUSINESS
Chasing debts? Had your designs copied?
You can save money by representing yourself in court when recovering what’s due to you, says Amanda Hamilton.
T
here are times when you absolutely need help from a solicitor; for example, something detailed, specialist and complex such as trademark/ registered design infringement. But when it comes to debt recovery, you may be able to do much of the work without incurring the expense of a solicitor - especially if you use a licenced paralegal practitioner. They are much more cost effective and can do almost all the same jobs as a solicitor, except what are known as ‘Reserved Activities’. For example, a licenced paralegal practitioner cannot ‘conduct litigation’ meaning that they’re unable to be an agent for you to receive service of documents or letters on your behalf, nor can they sign or file court documents on your behalf. However, they can assist you in your role as a litigant in person (LIP) and complete forms and draft documents on your behalf, although you need to sign and submit them yourself.
Photo: Freedomz/Shutterstock.com
Civil action
The first step in a civil action, is to comply with Civil Procedure Rules (CPR). This means that the other party (the potential defendant) must be sent a letter describing what the issues are and what is required to resolve them, and to give a date by which this needs to be done. Failing to comply with such resolution or timeline means that court action will be taken without further notice. This is known as the ‘pre-action protocol’. If there is no response, or the matter has not been resolved to the satisfaction of the claimant, then proceedings can be commenced. You must be fully aware of the consequences of taking this step. Some civil actions take many months (sometimes years) to resolve and can be extremely costly.
Collecting debts
Collecting a debt is one type of case that can be dealt with relatively simply if the debt is not more than £10,000, as this can be heard by a District Judge in chambers rather than in open court. 42 | EQUESTRIAN TRADE NEWS JANUARY 2023
Could you instruct a barrister directly and cut out a huge amount of cost?
On the other hand, anything with a higher claim or more complexity will be dealt with in open court. If you are dealing with a complex case, ask yourself whether you need to instruct a solicitor or a direct access barrister to assist. There are many areas where a paralegal practitioner can help you, but sometimes, you may have bitten off more than you can chew. A level of specialised expertise may well be required. Think about whether a barrister could be instructed directly. This
may cut out a huge amount of cost. However, the downside is that, as a LIP, you will receive all communications from the other side’s solicitors, and this could add extra stress to what is probably already a stressful situation.
Issuing a claim
When a claim form is issued, it is done so in triplicate: one is kept by the court, the other is given to the claimant and the third is sent to the Defendant with a response pack. WWW.EQUESTRIANTRADENEWS.COM
This requires the defendant to respond within 14 days, either by producing a defence or by acknowledging receipt and stating that a defence will follow. Of course, the defendants may just decide to settle the case at this point, but if a defence is filed, then the ball starts rolling and the costs start to pile up.
Which track?
At this point, the next stage is very much dependent on what type of case it is. The case will be allocated to a court ‘track’, and this will depend on the subject matter of the case itself. There are three tracks. The first relates to small claims (see earlier). Essentially track allocation depends on the value and complexity of the case and the CPR overriding objective which relates to ‘representation’, ‘fairness’ and ‘proportionate cost’. The other tracks are ’Fast Track’ for claims over £10,000 and up to £50,000 and ‘Multi-Track’ for high claims or complex cases, although sometimes a case could be allocated to the Multi-Track if it is a lower claim amount, but only if it is quite complex. Generally, the court gives directions to the parties as to the conduct of the case, and these must be adhered to precisely.
Assessing costs
With more complex cases, there may even be a requirement to have a ‘costs budget’ hearing requiring the parties to assess the costs they may incur throughout the court proceedings. This will include lawyers’ costs for drafting and attendance at hearings, expert witness costs if required and permitted, and can include your own LIP costs in dealing with the matter personally, plus any incidental costs incurred. At such a hearing, the judge will decide what may be fair in the circumstances and adjust the draft budget produced by both parties. Thereafter, the court case will unfold according to the Direction Order of the court which gives precise dates and times when each stage has to be completed.
To sum up
The most important thing to consider is whether you are willing to go ahead with court proceedings given the stress, length of time and cost involved. If not, then you must be willing to compromise. Mediation is sometimes a good avenue to explore possible settlements but only if both parties are willing to meet halfway. Sometimes there is no choice; for example, if you are forced to defend yourself because of the aggressive nature of the claimant and/or their solicitor and an unwillingness to compromise on their behalf. And, of course, sometimes, it could just be the principle of right or wrong that spurs you onwards. Whatever the reason, you must be clear about what you are getting yourself into. About the authors: Amanda Hamilton is chief executive of the National Association of Licenced Paralegals (NALP), a non-profit membership body and the only paralegal body that is recognised as an awarding organisation by Ofqual (the regulator of qualifications in England). More information at http://www.nationalparalegals.co.uk
PROMOTE YOUR PRODUCTS TO OVER 7,000 READERS IN EQUESTRIAN TRADE NEWS •10 issues per year •Mailed to almost 3,000 readers •2,400 of which are retailers •46% of copies are read by 2-4 people •82% of readers read the publication every month •70% keep their copies for several months or more •95% of readers also receive the weekly email newsletter •Over 4,000 digital copies of the magazine are distributed every issue
ETN offers print advertising, print advertorials, inserts, email banners, takeover emails and lots more! Make sure retailers know to stock your product. To discuss a bespoke marketing plan for your business please contact Abi Cannon 01428 601020 abi@djmurphy.co.uk or Evie Edgar 01428 601031 For editorial please contact Liz Benwell editor@equestriantradenews.com
www.equestriantradenews.com
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS JANUARY 2023 | 43
ETN | ETN REPORTING
TURNING BACK THE PAGES…
For 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 2018, ETN reported:
In January 2013, ETN reported:
In January 2003, ETN reported:
In January 1993, ETN reported:
Westgate EFI – owner of the Gatehouse, Mark Todd Collection, Jumpers Horse Line, Rodney Powell, Saddlecraft, LunaRider and StableKit brands – signed an exclusive distribution deal with Trilanco and closed the wholesale arm of its business. Thieves got away with 100 pairs of country boots and dozens of clippers following a FIVE raid on Spirit Country Store in Waltham, YEARS near Grimsby. Retailer Nicky North, who was AGO... on holiday in Bratislava at the time, said the shop was probably targeted when it was well stocked ahead of Christmas. Faulks & Cox Ltd’s wide range of stable management equipment was officially rebranded Red Gorilla. To mark the occasion, the company took a larger than ever stand at BETA International, offered bigger than ever deals at the show and launched a fund-raising campaign for Riding for the Disabled. Amanda Owen - The Yorkshire Shepherdess who’s gone on to find TV and tabloid fame – appeared at BETA International 2018.
The Walsall Equestrian Society (WES) launched a global publicity campaign to promote the saddlery and leatherwork produced by its 60 member companies. WES chairman Jacqui Pountney said the initiative was to combat increasing competition from other countries who were “trying to match Walsall’s standards of design, materials and workmanship.” 20 Charles Owen acquired the clothing brand YEARS Romfh from Millers in the US. Romfh was AGO... described by its new owner as “a brand combining quality and value with an element of sex appeal.” At the BETA AGM, Peter Lewis of Pointings Saddlery in Bath was elected chairman with Monty Stuart-Monteith of Belstane Marketing as vice-chairman. Tribute was paid to BETA’s retiring field officer Norma Smithson who was presented with a bronze horse’s head by the trade association’s president Sir Adam Butler. Having sold Middleton Equestrian and Saddlery Centre near Darlington, Corinne and Donald Dingley wrote to ETN from the south of France where they were setting up a chateau holiday business. They wanted to thank equestrian suppliers for their support during 30 years’ trading.
44 | EQUESTRIAN TRADE NEWS JANUARY 2023
Pets at Home acquired RideAway. The Yorkshire based equestrian retailer had been established by Stephen and Angela Clark in 1980. Vale Brothers won a Lord Stafford Award for the innovation behind its KBF99 range. The antimicrobial stable and grooming range had been tested by Coventry University. West Yorkshire retailer Bardsey Mills introduced a new service for customers TEN – the ability to phone through orders free YEARS from mobile phones. Proprietor Simon AGO... Weatherald told ETN that while i-phones and emails were all very well, more sales could be had by encouraging customers to call. More than 500 people turned up to see William Fox-Pitt do the honours at the official opening of Colne Saddlery’s new store at Bourton-on-the-Water, Gloucestershire. The retailer’s Norton store remained open too, and Colne Saddlery planned to continue trading at around 15 shows a year.
Admission to the BETA Trade Fair was tightened up to tackle the problem of bogus retailers posing as bona fide shops. “As the fair becomes bigger and more important, so we have to react to the legitimate concerns of the trade,” said BETA chairman Nick Ward. South Essex Insurance Brokers warned that improved veterinary treatments were pushing up vets’ fees. The average insurance claim had risen from £150 two years ago to £220, it said. An Italian manufacturer of disposable saddle pads was looking for a UK distributor. 30 Everclean products comprised non-woven YEARS fabric filled with synthetic padding and AGO... quilted into squares. The material could be cut to shape, used under a saddle – and then thrown away. John and Michael Whitaker joined Nick Skelton and Ted and Liz Edgar on the Everest sponsored show jumping team.
WWW.EQUESTRIANTRADENEWS.COM
OPINION | ETN
In the hot seat With Michael Darley, chairman of the British Equestrian Trade Association (BETA) WHAT’S YOUR CURRENT ROLE IN THE TRADE AND WHAT TOOK YOU THERE?
It all began back in 2007 when I left the forces (Royal Marines) after ten years’ service. I was fortunate enough to be given the chance to work for Jeffries Saddlery in Walsall, as UK southern territory sales manager. This opportunity to work within the equestrian industry is something I’m still very grateful for today. In 2011, I founded Darley Equestrian as an independent sales agent. It meant I could look after the interests of numerous brands rather than working solely for one. I’ve since worked closely with lots of great equestrian brands. My current portfolio includes Racesafe and, under the Shaws Equestrian umbrella, Pikeur, Flex On and Roeckl. I’m also a director of Country Direct Ltd which specialises in own branded products alongside a portfolio of whips and bespoke polo belts.
YOUR FATHER IS DAVE DARLEY WHO WAS A LONGTIME DIRECTOR OF JEFFRIES SADDLERY. WAS THE EQUESTRIAN TRADE PART OF YOUR LIFE WHEN YOU WERE GROWING UP? It was and it wasn’t… Before Jeffries, my father served in the Life Guards, part of the Household Cavalry, and we lived in the tower block at Hyde Park barracks. The smell of the stables and the farrier shop still sets off memories today. As a teenager, I remember visiting Walsall and the Old Mill where Jeffries Saddlery was based. However, I never thought I would one day be working for the company.
DID A SPELL SERVING IN THE MILITARY – AND CURRENTLY BEING AN AGENT - HELP PREPARE YOU FOR LEADERSHIP OF A TRADE ASSOCIATION?
I believe so; the military instils core skills that those of us who have experienced it take for granted. When it comes to leadership, you couldn’t get a better education. Although chairmanship of BETA is a completely different leadership role, many of the same principles apply. The advantage of being an agent is that I sit perfectly between many of the membership groups. I understand how the trade side works and I also go through retailers’ doors on a daily basis. This gives me an insight into the trade’s thoughts as well as ascertaining issues from other sectors.
AS BETA CHAIRMAN, WHAT WILL BE YOUR TOP THREE PRIORITIES?
The trade association has always had the right priorities. Claire [Williams, executive director] and the team at Stockeld Park, near Wetherby [BETA HQ] really do understand the industry well. My main three priorities will be: Togetherness – We have a great industry and we don’t come together enough. In the past couple of years, I’ve hosted various visits for BETA. Listening to the feedback, everybody said how good it was to talk to people within the industry in a non-business atmosphere. There are many membership bodies within the
WWW.EQUESTRIANTRADENEWS.COM
BETA chairman Michael Darley sees a future for the traditional tack shop but would like to see the trade come together more.
industry and although we all work well together, I believe there’s potential to work closer for the benefit of the industry. Engagement – As much as BETA is completely open to any ideas and thoughts, I would really like to find new ways to get the membership to engage more with us. Membership – Making sure we maintain our current members as well as attracting new members to BETA.
WHEN CASH IS TIGHT, WHY SHOULD COMPANIES PAY TO JOIN BETA?
Unfortunately, it’s when cash becomes tight that businesses inevitably encounter problems. And that’s when BETA is there to support members; the team are always on the end of the phone ready to give assistance and information. This became particularly apparent during the Covid pandemic when the information and support that BETA provided was tailored directly to the industry’s needs. Over the years, I’ve come to realise that we are invariably stronger together. CONTINUED OVER THE PAGE
EQUESTRIAN TRADE NEWS JANUARY 2023 | 45
ETN | OPINION
“Over the years, I’ve come to realise that we are invariably stronger together.” WHAT DO YOU SAY TO CRITICS WHO CLAIM IT’S ALWAYS THE SAME PEOPLE ON BETA COMMITTEES… OR COMPLAIN THAT BETA SHOULD “DO SOMETHING…” Get involved! We’re always looking for members to sit on committees. If we’re unaware of the problems, we can’t act on them. Encouragingly, the BETA council and committees have welcomed more new faces in the last two years than ever before. We’re made up of people from all across the industry, all of whom bring their wisdom and expertise to the table.
HOW DO YOU THINK THE EQUESTRIAN TRADE WILL LOOK IN TEN YEARS’ TIME? WILL THERE STILL BE TRADITIONAL TACK SHOPS?
That’s a very good question. The trade has already changed a lot in the last five years. Going forward, I truly believe that traditional tack shops will still be around. A lot of them have already adapted to the current
Classified
spending habits, and have achieved that by having an online presence alongside their bricks and mortar stores. Influencers, from Esme to Harlow, are also having a big impact on spending habits. Brands and retailers have seen what’s happening and are working closely with them.
WHAT’S THE BIGGEST THREAT TO THE EQUESTRIAN INDUSTRY AND HOW CAN WE TACKLE IT?
The biggest threat to the industry is people not riding - or not having the opportunity to ride. With riding schools closing or changing their business model, it’s getting harder for people to find somewhere to learn to ride. Unless we get people – including youngsters - taking up the reins, then there will be fewer customers for the industry in the future.
WHERE DO YOU LIVE AND WHAT DO YOU LIKE TO DO IN YOUR SPARE TIME?
I live with my wife and two boys in Chessington, Surrey. Most of my spare time is taken up with the boys. They both play cricket in the summer and rugby in the winter.
WHAT’S A GOOD NEW YEAR’S RESOLUTION FOR EVERY EQUESTRIAN BUSINESS OUT THERE?
That’s an obvious one! To become a member of BETA, for those who aren’t already.
Coming soon
in ETN…
CLOUD POS ECOMMERCE
FOR ADVERTISING ENQUIRIES contact Evie Edgar on tel 01428 601031 or email etn@djmurphy.co.uk
Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com
SIGN UP TO RECEIVE THE WEEKLY ETN EMAIL NEWSLETTER 46 | EQUESTRIAN TRADE NEWS JANUARY 2023
SCAN ME
APRIL 2023 ISSUE • 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. Editorial for consideration should be received by 23 February, 2023. Email editor@equestriantradenews.com For more information, contact Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk
WWW.EQUESTRIANTRADENEWS.COM
Snowhill Trade Saddlery
Wholesale Saddlery and Country Clothing Suppliers
2023 H a p p y N e w Ye a r
Rhinegold Thor Heavyweight Outdoor Rug 1000 denier, waterproof breathable outer, it has a heavyweight 350gsm polyfill with breathable nylon lining. Product Code: 664 Colour: Black Sizes: 4’6” to 7’3”
Trade Price Was £32.50
NOW £24.50 Rhinegold Aspen Heavyweight Combo Outdoor Rug 1000 denier, waterproof breathable outer, it has a heavyweight 350gsm polyfill with breathable nylon lining.
Rhinegold Texas Diamond Combo Stable Quilted Rug 600 denier, 200gsm polyfill with breathable nylon lining. Product Code: 652 Colour: Navy Sizes: 5’6” to 7’3”
Product Code: 699 Colour: Black Sizes: 4’6” to 7’3”
Trade Price Was £39.90
NOW £35.00 Harlequin Feed Scoop Product Code: 3011 Size: One Size
Trade Price
Trade Price
NOW £35.00
NOW £1.45
Was £41.50
Was £1.95
Reduce d to Cle ar!
Rhinegold Meribel Outdoor Rug 1680 denier, waterproof breathable outer, 350gsm polyfill with breathable nylon lining. Product Code: 692 Colour: Black Sizes: 5’6” to 7’3”
Trade Price Reduce d to Cle ar!
Was £51.50
NOW £30.00
Rhinegold Meribel Neck Cover Product Code: 693 Sizes: S, M, L, XL
Trade Price Was £14.50
NOW £5.00
Visit the uncatalogued offers and monthly offers pages on our website for more...
www.snowhilltradesaddlery.co.uk
Email: sales@snowhill.ltd.uk
Tel: 01243 672323