ETN - Equestrian Trade News - June 2012

Equestrian Trade News

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

EXCITED ABOUT

Top suppliers profiled

NEWRE: FEATLUDIGEST LEGA

AMTRA ACCREDITED CPD FEATURE INSIDE

2013 17-19 February 2013 NEC, Birmingham, UK

ETN is the official media partner of BETA International

June 2012 Volume 36, No 6 Monthly

... the magazine for the industry, about the industry, by the industry

CONTENTS

JUNE 2012

Comment

NEWS .......................................................4

I don’t think ETN’s annual ‘saddles’ feature has ever been so packed with news, views and new products.

Who would think that the one product that’s virtually as old as the idea of riding horses could attract such innovation and invention?

Of course, it’s the fitting of said saddles that’s prompted much of the development. But there are also hugely exciting happenings in synthetic and treeless saddles.

And if you want a sure-fire winner, take a look at the fantastic new dressage saddles hitting the market. Inspired by Britain’s ongoing success in the sport – and the prospect of Olympic medals too – dressage saddles now encompass every price bracket.

Even if you don’t currently stock saddles, you can’t afford not to check out this feature. You’ll be surprised how many opportunities are emerging.

What’s new on the market ............................10

Talk about small world...a press release dropped into my email inbox extolling the virtues of LitoZin. Like its equine supplement cousin LitoVet, LitoZin contains the patented anti-inflammatory ingredient GOPO, made from cultivated rosehips. The other similarity, it transpires, is that the efficacy of LitoZin is also backed by published clinical trials.

This press release was talking about the joint problems frequently experienced by [human] runners – and how the product can help protect against them.

As well as taking LitoZin, runners were also urged to ‘maintain a healthy weight’. One study apparently found that losing a pound of weight delivers almost a four pound reduction in knee joint load for each step.

Translate that statistic into equine terms – bearing in mind that a horse weighs about five times as much as a human – and the frightening consequences of horses’ joints carrying too much weight become all too clear.

Salt – it’s the stuff of life, especially for horses. A vet of the old fashioned variety once told me that the best diet for a horse is “grass and salt.” Most feed companies recommend adding salt to working horses’ rations rather than relying on a block or lick – so why don’t they sell it?

Like most owners I buy salt from the supermarket or corner shop in either a plastic pouring pot or (cheaper) cardboard box. Both of these are hopeless in a feedroom environment; the box disintegrates and the pourer becomes blocked with damp salt causing waste and frustration.

So why doesn’t some enterprising feed company – or merchant – buy salt in bulk and package it in convenient, outdoor friendly containers with a handy measure of the recommended daily amount?

The ‘horsey salt pots’ could be branded too...In fact, where’s my local cash and carry...?

Liz Benwell

PRODUCT NEWS NEWS FEATURE Feeding the Olympic dream ..........................12

EUROPEAN SUPPLIERS Horze COVER STORY ......................................14 More from Europe ......................................16

DOGS AT WORK........................................17 SADDLES & SADDLE FITTING News and views from this fascinating field ...18 Synthetic saddles considered ....................24 SPECIAL REPORT How a student’s award winning thesis highlights a big, fat problem .........................26

MEDIA FEATURE The marketing magic of magazines, PR and television........................................28

BETA MEMBERS’ PAGE .............................39 PEOPLE Who’s moved, who’s new and who’s got married..40

SUMMER PESTS How to see off those irritating inspects ...........41

EARN CPD POINTS AMTRA accredited SQP CPD feature and quiz ...42

LEGAL DIGEST

NEW SERIES

Solicitor James Teagle tackles retailers’ everyday issues .........................................44

COUNTY COURT JUDGMENTS ....................46 FRONT COVER: On a sunny Scandinavian morning, our model wears BVertigo women’s full seat breeches which come in red, bright white or blue with contrast piping. These technical, Coolmax breeches are cooling for active riders in warmer weather. The RRP is £120. They are teamed with the BVertigo Betina vest which comes in grey brown or navy and sizes XXS to XL. Made of the softest quality fleece, the vest nevertheless maintains a firm shape. The sporty look is enhanced with a detachable hood, reversible for a new contrast look. The RRP is £105. For more details, visit www.horze.co.uk , www.bvertigo.com and see page 14 in this issue of ETN.

Royal reward for young saddler

APPRENTICE saddler Abby Nowell (17), who works at The Saddlers’ Den in Southport, Lancashire, has been recognised for her craft skills by HRH The Princess Royal and the Worshipful Company of Saddlers’ at Buckingham Palace.

It is the first time that The Princess Royal has presented the awards – part of the annual City & Guilds Prince Philip Medal ceremony – since she took over from her father, The Duke of Edinburgh, as President of the City and Guilds of London Institute in June 2011.

Abby submitted a pony saddle, headcollar, driving bridle and snaffle bridle for the award.

Employed by Chris Taylor, she attends The Saddlery Training Centre in Salisbury for her off the job training as part of her apprenticeship.

Abby is pictured with The Princess Royal and past Master of the Saddlers’ company Michael Laurie.

SQP remains ‘official and legal’ title ‘Suitably Qualified Person’ (SQP) will remain as the official and legal title of those qualifying through the Animal Medicines Training Regulatory Authority (AMTRA), the organisation has confirmed.

While other descriptions of the role, such as Animal Medicines Advisor and Animal Health Advisor, can be useful in explaining to the public what an SQP does, AMTRA advises against abbreviating those into new acronyms.

Stephen Dawson, Secretary General of AMTRA, said businesses should have the freedom to use a description they feel is appropriate, but it was important to bear in mind that SQP remains the official title.

“There has been a lot of debate about how we should describe an SQP to the public in a way that is clear, descriptive and accurate,” he said.

“Various phrases have come into use, and I believe that businesses should describe their employees in a way that is relevant to their customers. However, SQP remains the official and legal title, enshrined in the Veterinary Medicines Regulations, in the “S” of the POMVPS and NFA-VPS medicines categories, and in the Higher Education qualification that underpins SQPs.” At a recent AMTRA Council meeting members voted for the description ‘Animal Medicines Advisor’ to accompany AMTRA literature, bearing in mind the core of the SQP role and qualification is focused on safe and effective use of medicines.

• See page 42 for ETN’s latest AMTRA accredited feature which enables SQPs to earn CPD points.

On the menu at BETA Feed Conference NEW labelling regulations, social media, mycotoxins and research and development funding are just some of the hot topics to be discussed at this year’s BETA Feed Industry Conference, at Stanford Hall, Leicestershire, on 13 June.

Speakers will include Ruth Bishop of Mars Horsecare, Tim Franck of the Food Standards Agency, and Chris Allen of Blacks Solicitors.

The conference is aimed at those working in the feed and supplements industry, such as manufacturers, distributors, retailers, nutritionists and university lecturers. “We decided to make it an annual event after last year’s inaugural BETA Feed Industry Conference was such an overwhelming success,” said BETA executive director Claire Williams.

“It’s the perfect way to update members on current legislation affecting the equine feed industry, look ahead to future challenges, agree priorities for further discussion and research, and provide plenty of prime networking opportunities.”

The BETA Feed Industry Conference will run from 9.45am to 4.30pm and is open to both members and nonmembers, at a cost of £80 plus VAT and £100 plus VAT respectively. To book a place contact the BETA office for a booking form or telephone Tina Rogers on 01937 587062.

ADVERT INDEX

Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales @equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778

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).

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. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com

Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 ISSN 1462-9526

4 JUNE 2012 EQUESTRIAN TRADE NEWS

Abbey England.......................................................IFC Albion ....................................................................19 Animalife..................................................................3 Barnsby ..................................................................21 Barrier Animal Healthcare ........................................41 Bauer Media ...........................................................31 BETA International ..................................................26 British Horse Society................................................30 Classified ................................................................45 Dream Team Products .............................................25 First Thought Equine ...............................................23 Holdsworth PR........................................................36 Horse And Country TV.............................................29 Horse World Live.......................................................9 Horze .....................................................................14 Likit ........................................................................27 Mirror Me PR ..........................................................36 Net-Tex.....................................................................7 Pegasus..................................................................32 Perfect Fit ...............................................................22 Pfizer Animal Health................................................40 Redpin Publishing Ltd .............................................33 Sam Forrest PR........................................................37 South Essex Insurance Brokers ...................................5 Smart Grooming......................................................16 Snowhill Trade Saddlery .........................................IBC Sherwood Forest Ltd ...............................................17 Spoga.....................................................................13 TSM .......................................................................34 United Sportproducts Germany GmbH......................15 Walk Trot Canter .....................................................11 Weatherbeeta ......................................................OBC Web Directory.........................................................46 Westgate EFI ..........................................................20 Britishequestriandirectory.com/TSD...........................46

www.equestriantradenews.com

Mad Cowes launches new collection SAILING inspired clothing label Mad Cowes - now under the same ownership as Derbyshire based Hope Valley Saddlery - has launched a new collection.

The range of hoodies, polo shirts and casual country clothing will be available at shows, online and to the trade.

“We wanted to focus on quality, practical garments at really affordable prices,” said design director Sarah Stevens.

Trio convicted of illegal hunting THREE members of the Crawley and Horsham hunt have been found guilty of offences under the Hunting Act following a seven day trial at Haywards Heath Magistrates’ Court yesterday [14 May].

Former huntsman Andrew Phillis of Totnes, Devon, was found guilty on two counts, but not guilty on a third. Hunt secretary Rachael Holdsworth of Washington was found guilty on two counts. Joint-master Neill Millard of Shipley, was found guilty on one count.

Mrs Holdsworth and Mr Millard were each fined £1,000, and ordered to pay £2,500 legal costs each.

Mr Phillis was to be sentenced later.

Charges against a fourth member of the hunt, joint-master Jamie Hawksfield, were dropped. All four were originally charged with 11 separate offences and had pleaded not guilty.

Feed firm’s first to China IRISH feed company Connolly’s Red Mills claims to have become the first in the world to secure a licence to import horse feed into mainland China.

“We embarked on the Chinese registration process in 2007 and are delighted to see it come to fruition,” said managing director Joe Connolly.

The company, which began exporting to Japan in 2006, already has a strong presence in Asia.

“It’s difficult to estimate the value of this business, but the potential for Red Mills as first mover could be very significant.” added Joe. “We owe a great debt of gratitude to the officers of the Irish Department of Agriculture, Enterprise Ireland and the Department of Foreign Affairs who have helped us across the line.”

While betting on racing is still not allowed in China, more than US$2.5B has been invested in race tracks all over the country in the last ten years.

www.equestriantradenews.com

New wholesaler has big brands WALK Trot Canter (WTC) Limited is a new equestrian wholesale business.

Established last year, WTC is the master agent for well known brands including Under Armour, Glenbrae, Iris Bayer, Dapple, USG and Celtic Equine.

“We have over 20 years’ experience in the equine market, in both retail and wholesale,”

said WTC’s managing director Jay Bavington.

“Through a network of sales agents across the UK, we pride ourselves on customer service and a unique portfolio of specialist and ancillary products. We’re always looking to work with the right retailers and right brands.”

WTC has a showroom in Harrogate, North Yorkshire.

Abbey revamps Equus range ABBEY England has refreshed its Equus range of polymer products with an array of colours and new packaging.

The rubber based range that includes overreach boots, bit guards and rein stops is manufactured by Abbey England in Walsall. The products are flexible, durable and suitable for all climatic conditions.

“Equus is a brand we’re proud to shout about; the quality of the products is second to none and it’s guaranteed to stand out in-store,” said Peter Phillips of Abbey England.

“A wealth of history and heritage surrounds the brand. In the current market, which values British made, quality products, the range will continue growing and developing.” tAbbey England 01565 650343

Man dies in accident at feed plant A 63 year old man died in an industrial accident at Dengie’s Asheldham site in Essex last month(1st May).

Dave Dow, who had worked for the feed company for eight years, is understood to have been working on a trailer being prepared for the alfalfa harvest.

The emergency services were called to the plant at lunchtime, after which the factory was shut down.

It remained closed on Wednesday as a mark of respect for Mr Dow and to allow investigations to happen. There has been no impact on production or supply, said a spokesman.

“The accident happened during work on a new trailer and not in the factory or as part of the normal production process,” he added.

Police confirmed that the Health and Safety Executive is investigating.

Badminton cancellation “a disaster for the trade” TRADERS who were to exhibit at Badminton have been speaking to ETN about the devastating effects of the event being cancelled due to bad weather.

The turnover of business on the tradestands over the event’s four days is usually in excess of £10 million – representing huge losses for businesses when this year’s event was called off.

As Adrian Charley at Townfields Saddlers said: “You never make up that revenue. The moment has gone.”

“I’m sure [tradestands’ takings] vary enormously from a few hundred [pounds] to six figures,” said Badminton director Hugh Thomas. “The total would have to be over £10 million.”

Postponing was impossible, he added. “This is a ‘greenfield’ site where the infrastructure takes a couple of months to put up. Any new date would require competitors, exhibitors and contractors all to be available and there would simply be no dates available.”

Locally in Gloucestershire, figures suggest that the demise of Badminton 2012 has cost concerns such as hotels and restaurants in excess of £50m.

With the chance to see Olympic contenders in action, the Duke and Duchess of Cambridge presenting the prizes on the Monday and William Fox-Pitt’s bid for the Rolex grand slam following his Kentucky victory, the indications were for a record attendance.

In a ‘normal’ year, Badminton draws in 170,000 plus people, for many of whom it’s also the chance to shop for the new season.

However, as photographer Bob Hook who was on site at Badminton yesterday [30 April] explained, running the event was never an option. “The Colt Pond [pictured] is three times bigger and deeper than usual – and there’s a minor waterfall instead of the usual trickle feeding it.”

Traders who had arrived to set up their stands spoke of being “knee deep in mud”, of extensive flooding in Badminton Park and of fallen trees. The famous Luckington Lane had become a river.

Claire Williams, executive director of BETA, said of the cancellation: “It’s a disaster for the trade. Badminton is the barometer of trade for the year. A lot of stock is bought specifically and the sale of it funds many

companies throughout the rest of the year.”

When EV Events, organiser of the World of the Horse shopping village, telephoned their exhibitors with the bad news, some broke down in tears.

“It’s disastrous for everyone but you can’t legislate for unprecedented weather and clearly the organisers had no option [but to cancel],” said managing director Jamie Hawksfield. “I will lose £50,000 over this.”

World of the Horse exhibitors will get a refund of 50% of their fees, so stand to lose half plus associated expenses.

At Pointings Saddlery, which was due to have its own stand, Ali Kinge said: “It will hit us very hard.

“This is our only show and we invest several thousand pounds in stock especially for Badminton.

We try to get as much as we can on sale or return, but obviously buy in most of it. It will sell, but it will trickle out, which isn’t so good for cash flow “It’s such a shame as there was a glimmer of hope that it would have been a good year. I hear that box office ticket sales were at record levels.”

Carl Butcher of Gibson Saddlers in Newmarket was on the M25 on his way to Badminton when he heard it was off.

“It’s more devastating for us than most,” he told ETN. “We specialise in the racing industry and buy in stock especially for Badminton. We’re trying to negotiate with suppliers to take some of it back; if they will accept some returns, it will soften the blow.”

Although tradestands, sponsors and riders will be refunded their fees – Badminton is insured - other costs are not recoverable. Gibsons, for instance, paid £1,000 for a hire van and £200 for a money-off discount voucher as part of a Horse&Hound Badminton promotional feature.

Adrian Charley spoke to ETN having returned from Badminton today (1st May) with Townfields Saddlers’ second lorry full of unsold stock.

“Without a doubt, they made the correct decision [to cancel],” he said. “I’ve done this show for 30 years and I’ve never seen it as wet. There’s ankle-deep water lying in the tradestand area. Deep down, when we were setting up and it kept raining, we all knew it

6 JUNE 2012 EQUESTRIAN TRADE NEWS

Photos: Bob Hook

would be called off.”

Nevertheless, Adrian described the cancellation as “a massive, bitter pill to swallow.”

“We don’t rely entirely on Badminton, but it’s so important being the first big show of the season. We go to BETA International to buy for Badminton. We were going to launch the new Charles Owen four standard hat there and the new range of Dublin boots. We’d done all the promotions in readiness.

“People go to Badminton with an amount of money to spend. If they don’t spend it there, they won’t spend it elsewhere. You never make up that revenue. The moment has gone.”

Many of the 200 traders were anticipating an influx of international visitors to this year’s Badminton, in advance of London 2012. Townfields Saddlers had prepared forms to make it easy for overseas customers to reclaim their VAT on leaving the UK. • A waterlogged Chatsworth (1113 May) was cancelled too, crushing the hopes of a run for many Olympic hopefuls. The Derbyshire venue reportedly

received more than 22mm of rain in six hours. Up to 90 tradestands were due to exhibit.

• At Royal Windsor, some of the showing classes were lost when the lorry parking became too wet to cope with large numbers of vehicles.

• At the Golden Horseshoe Ride on Exmoor, endurance riders were re-routed to avoid dangerously swollen river crossings.

• Horse&Hound ran a ‘virtual shop’ on its website over what would have been Badminton’s dates with many of the 30 companies that had paid for discount vouchers in the previous week’s magazine offering to honour special event deals.

• Equestrian comparison website Equine Compare was offering free advertising space to disappointed Badminton traders. "We wanted to help the exhibitors clear some of their Badminton stock and honour the deals they would have offered the many Badminton shoppers this weekend,” said co-founder Brett Jackson.

Event offers flexible terms to traders BLENHEIM Horse Trials is adjusting the layout of its tradestand village to accommodate requests from Badminton traders who are looking for other events at which they can exhibit.

Blenheim, to be held on 6 – 9 September, is also offering flexible payments terms.

“We understand that many exhibitors will be hugely out of pocket having bought in a large amount of stock and already committed to all the associated staff, display and accommodation costs,” said event director Mandy Hervieu. “So we are trying to do what we can to help.”

www.equestriantradenews.com

Powell BPs still made in UK

Apprentices celebrate success

MANUFACTURE of Rodney Powell Body Protectors is to remain in Britain - at new premises in Somerset.

The brand was taken over earlier this year by Design Headwear, Westgate EFI's technical and safety division.

Helen Riley is to stay on as production manager, while some of the staff who previously worked on Rodney Powell body protectors have also been retained.

Design Headwear intends to continue producing the Elite X2ESP - which offers enhanced spinal protection – in a compact range of sizes Rodney Powell body protectors, available in all sizes, are still made in Britain. with the option of a bespoke fitting and colour service.

Customised Elite Flexi-Back body protectors are also available on request.

THE Society of Master Saddlers and The Worshipful Company of Saddlers have announced that the following apprentices have successfully completed the assessments for City and Guilds Level 3 in both Bridle and Saddle and have also attended the Introductory Course in Saddle Fitting.

Apprentices are indentured with a Master and also receive support from an experienced saddler known as a Visitor.

NEWS IN BRIEF •

WESTGATE EFI is distributing a selection of Equivet Animal Care products including the Harmony, Speed and Healthy Stable ranges. “Equivet products are based on natural ingredients,” said Westgate EFI sales and marketing manager Tracey Woods. “Importantly for our customers, the prices are competitive.”

• FOLLOWING the recent theft of £16,000 of tack from competitors

at the Blue Chip [show jumping] Championships at Hartpury in April, NFU Mutual is urging horse owners to be vigilant at equine events.

The insurer paid out more than £243,000 in claims for stolen tack during 2010.

•

SCOTTISH venue Blair Castle could host the 2015 FEI European Eventing Championships if a bid by the British Equestrian Federation (BEF) is successful. Germany, Poland, the Netherlands and Belgium are also in contention. A decision is due this month.

•

PETPLAN Equine is inviting nominations for this year’s Petplan Equine Vet of the Year Award, to be presented at the annual Animal Health Trust Equestrian Awards in November. Nominations close on 5th July.

•

THE new Alltech Graduate Development Programme is recruiting up to 20 applicants annually from around the world. The aim is to prepare them for future managerial and leadership positions in the global agribusiness company, says Alltech president and founder Dr Pearse Lyons. Alltech is growing towards a $4 billion company, he added, and so needs “the right people.”

•

Henley-on-Thames retailer Jods Galore is celebrating 40 years in business with a series of stunning shop window displays. Themes include the Queen’s Jubilee, polo and ‘everything pink’.

•

THE British Equestrian Federation [BEF] has launched a new online portal, designed to be a ‘one-stop shop’ for finding out how, where and why people should go riding. www.hoofride.co.uk has hints on buying riding gear too, with links to the BETA website.

8 JUNE 2012 EQUESTRIAN TRADE NEWS

Michaela Eisengruber: Master – Rachael Argo, (Canada), Visitor Mark Romain.

Elena Duggan: Master – Gerry Reynolds (Gerry Reynolds Saddlery), Visitor Karen Schlotter.

Clare Lonergan: Master – Aiden Fogarty (Sport of Kings, Ireland), Visitor: Mark Romain.

Lauren Barton: Master – Laurence Pearman (Cirencester Saddlery), Visitor: Sally Barnes.

Alex Irwin: has successfully completed City and Guild level 3 Bridle and Harness. Master: Ted Blackburn (Woldingham Harness), Visitor: Howard Smith

Calming supplement ingredients banned TWO ingredients found in a so-called calming supplement, sold under the commercial name of Carolina Gold in the US, have been banned by the FEI [the governing body for international horse sports].

GABA and Hydroxy-GABA have been added to FEI Equine Prohibited Substances List as Banned Substances. GABA is an inhibitory neurotransmitter; the United States Equestrian Federation (USEF) recently banned its use following documented adverse reactions in horses.

Unusually the FEI has named Carolina Gold, an injectable supplement that appears to be freely available via the internet, and implemented the ban on two of its ingredients outside its usual annual review process.

Tax clampdown on e-commerce traders People trading on the internet who haven’t paid all the tax they owe have until 14 June to get their tax affairs in order on the best terms available, warns HM Revenue & Customs.

Under the e-Markets Disclosure Facility, online marketplace traders who come forward before that date and pay the tax, duties and interest they

owe can benefit from lower penalties than those who wait for HMRC to catch up with them.

Once the facility expires, HMRC says it will clamp down on those who have failed to declare earnings and paid the tax that they owe.

More information at http://www.hmrc.gov.uk/campaig ns/emarket.htm .

Free-to-retailers parcel service PARCEL company DPD is making its one-hour timeslot service, Predict, free of charge for all retailers.

DPD launched Predict in March 2010 and to date it has generated more than £50m.

The service uses GPS tracking technology. A personalised text message or email is sent to customers giving a one-hour window for delivery so they don’t need to wait in all day. The customer can then either accept the one-hour window or reply to the message to rearrange the delivery.

Until now, retailers have been charged up to 10p to cover the cost of texting customers. However, DPD says the success of Predict means the charge can be dropped.

Predict has been responsible for improving retailers ‘right first time' (RFT) delivery rates on average by 10 per cent nationally, and in one case by as much as 38 per cent as customers find it more convenient to wait in for one hour than potentially waste a whole day.

Said Dwain McDonald of DPD: "Delivery is an integral part of eretailing, the cost and speed of delivery are now key factors in customers' purchasing decisions.” www.equestriantradenews.com

Online wormer retailers get accreditation scheme RETAILERS who sell wormers and other licensed veterinary medicinal products can sign up to a new approval scheme.

Businesses are invited to apply to join The VMD Accredited Internet Retailer Scheme. Launched on 25 May, it’s designed to highlight responsible retailers to potential customers.

Retailers who meet the accreditation criteria will be entitled to display the new VMD's Internet Retailer logo – including a unique accreditation number – on their websites.

VMD (Veterinary medicines Directorate) - the government agency that promotes and monitors the safe and effective use of veterinary medicinal products – plans to promote the scheme to consumers. Leaflets will be available explaining how it works.

“The VMD's Accredited Internet Retailer Scheme is a means of facilitating self-regulation by UKbased internet retailers supplying

veterinary medicines,” said a spokesman for VMD. “Following accreditation, onsite inspections of accredited internet retailers' premises (if they have not been inspected already) will be carried out, to check ongoing compliance with the Veterinary Medicines Regulations.”

The scheme is designed to reassure consumers who buy animal medicines such as wormers online that the VMD has inspected the retailer’s website and found that it complies with the scheme’s criteria.

It also aims to reduce the risk of consumers buying unauthorised medicines or buying inappropriate or ineffective medicines for their animals.

The scheme is for UK-based internet retailers who can apply for accreditation at www.vmd.defra.gov.uk

BETA to get bums in saddles THE British Equestrian Trade Association’s (BETA) new initiative – Take up the Reins – will TAKE UP the raise the profile of equestrian sport and REINS encourage people to try riding for the first time.

With support from the British Equestrian Federation (BEF) and funding from Sport England, BETA’s campaign will target potential riders of all ages.

Take up the Reins’ team of mechanical horses – RoboCob, Trigger and their new sister, Queenie, supplied by the BEF and named to mark the Queen’s Diamond Jubilee, will tour the UK taking in shopping malls, high-street department stores, holiday parks, universities and colleges to bring riding to a new audience.

BETA will work with equestrian centres, riding schools and retailers to help them benefit from the initiative via promotional activities such as discount voucher incentives and competitions.

A Take up the Reins leaflet will advise new riders how to get started including the equipment required. It will also dispel the myth that riding is expensive and highlight the health benefits.

“This new initiative is an amazing Olympic legacy and it comes at a time when rider numbers are in slight decline,” said BETA executive director Claire Williams. “London 2012 will highlight the fantastic opportunities available in equestrianism and Take up the Reins will build on this.

“The initiative will serve to expose our sport to the wider population, making people aware of its accessibility, and allow them to experience the simple pleasure that can be had.”

Take up the Reins will be run separately from the BEF’s current Take Back the Reins scheme, which aims to encourage the return of lapsed riders.

To get involved or if you have ideas for tour venues, contact Tina Rogers, email tinar@beta-int.com or telephone 01937 587062.

Retailers: make and sell your own bedding!

Putting on a show

A machine that converts wood into shavings gives retailers the opportunity to manufacture and sell own branded bedding.

Kenn Fulton, of Victory Shavings, reckons that investing in one of his easy-to-operate machines can save retailers up to 60% against bought in bedding. Having control over supply brings additional benefits, he says.

Having worked in the straw and shavings animal bedding markets for many years, Kenn knows better than most that transport and packaging add considerable cost to the commercial product. So he decided to launch a mobile manufacturing unit.

The search for the right machine took Kenn to South America and led to him securing the sole European agency for Fortex and Hutto Wood specialist shavings machines. “What I wanted was a simple-tooperate machine that’s either on or off; you feed in wood at one end, and soft, fluffy white shavings come out of the other,” he told ETN. Victory Shavings already operates a mobile service visiting racing and livery yards with a shavings machine mounted on a 7.5 tonne curtain sided truck. It’s the development of a static ‘micro’ machine that’s making it possible – and affordable – for retailers to offer a store-based service to their customers.

The machines cost £5,500 plus VAT to purchase. The aim is to allow retailers who purchase a machine an appropriate geographical territory, something Kenn feels “is only fair.”

Maintenance amounts to little more than re-sharpening the knives every so often. The machine can produce various sized shavings flakes, while it’s also possible to add citronella if desired.

“There’s no need for dust extraction because if you use fresh pine, there’s no dust there in the first place! We don’t recommend hard wood or re-used wood products for horse bedding because of the risk of contaminates,” said Kenn.

Victory Shavings can supply wood to retailers to use their machines, or users can source their own locally; likewise, the bulk bags in which to capture the newly-made shavings. “Go-ahead retailers will rent out the bags, and perhaps even own-brand them, encouraging customers to come in each week for a re-fill – and a look around in the shop while they’re there,” suggested Kenn.

It’s reckoned that the average 1 metre length of pine log makes around 4.5square metres of bedding using the Victory Shavings machine.

The company has just been announced as title sponsor of the Victory Shavings British Showjumping Scope Festival where shavings making machines will be on show at the Staffordshire County Showground from 26 August to 1 September. t Victory Shavings 07596 447079.

WITH the shows in full swing, Sherwood Forest can help you kit out your customers in rosette winning style.

From jackets and show shirts, through to jodhpurs and boots, the collection concentrates on good quality at highly competitive prices.

Pictured is the classic and stylish tweed Campolino jacket (RRP £99.99), available in mustard/blue check, olive/brown and purple/pink. In 80% wool, the jacket features a velvet collar and rear double vents.

Here it’s worn with the Disoni short sleeve riding shirt (RRP £19.99), in 97% cotton and 3% nylon with a good amount of stretch for comfort.

Our other image shows the tailored Perlino jacket (£65). Available in navy or black, it comes in polyester with three front buttons, double rear vents and jet pockets with flap.

The Perlino is everything your customers need to feel confident in the ring. Here it’s worn with the Yield jodhpur (RRP £29.99) available in six colours and the Pararda synthetic dressage boot (RRP £69.99).

All items featured are also available in children’s wear. t Sherwood Forest 0115 942 4265.

These boots were made for walking...

RUGGED outdoor styling and all day comfort were appealing attributes when Ariat Europe offered to lend me a pair of boots in which do a sponsored walk for charity, writes Liz Benwell.

When the Ariat Telluride H20 arrived, I did all the right things and wore them around the yard, down the fields and while walking the dogs – my idea of training!

But I needn’t have worried about the breaking-in process. They were blissful to wear from day one; lightweight yet giving support, waterproof yet flexible.

Following in the tradition of Ariat’s Terrain styles, the Telluride features exclusive ATS technology, a technical moisture wicking lining with a full waterproof membrane and hardwearing Duratread outsole.

The RRP is £114.99. t Ariat Europe 0845 600 3209.

Scoops with hygiene in mind HAVE you thought about stocking up on water butts? They’re a useful and environmentally-friendly addition to any stable yard looking to conserve water.

Water butts placed strategically to catch the rain water from gutters and roofs can provide a constant source of water, even in the midst of a hosepipe ban or drought.

Your customers with water meters will soon see savings – and horses love drinking fresh water from butts too.

RETA IL TIP

10 JUNE 2012 EQUESTRIAN TRADE NEWS

MEASOM Freer has launched a new range of scoops with an antibacterial additive to enhance hygiene.

Manufactured in food grade material in a natural shade - with yellow, brown, red, white, blue and green available to order - there are four sizes from micro to large, suitable for pet foods through to supplements.

Measures, jars and boxes can also be colour matched and treated with antibacterial additives to help prevent cross contamination.

Measom Freer has been manufacturing plastic packaging for more than 75 years at its Leicester site, and offers a bespoke design and printing service. t Measom Freer 0116 2881588. www.equestriantradenews.com

Ancient remedy for today’s problems EQUUS Health Gastro-Kalm is a new charcoal supplement which helps to maintain a healthy digestive system.

It’s said to have no known contra-indications and can be fed on a long term basis to horses at risk of digestive upset and ulcers.

Gastro-Kalm contains pure, activated hardwood charcoal. It provides a porous compound with the maximum possible surface area for causing the absorption of unwanted toxins and acids within the gut.

Gastro-Kalm is presented as a pelleted supplement designed to dissolve rapidly when reaching the horse’s stomach. 500g has an RRP of £12.95 t Equus Health 0845 6809893.

Share and share alike PADDOCK Likit is the easy way to provide essential nutrients for horses that are at grass or on limited concentrate rations.

The long lasting formulation ensures a costeffective, constant supply of vitamins and minerals, plus garlic, oils, Biosprint live yeast and the ‘Happy Hoof’ formula.

Likit consultant nutritionist Dr Derek Cuddeford explained why the product is so versatile: “Because of the way the Paddock Likit is manufactured, it can be used in a wide range of situations - not just conventional fenced pastures but also on extensive rough grazing where it’s difficult, if not impossible, to provide conventional supplements.”

The Paddock Likit can be used in the stable too.

“Horses naturally feed little and often over extended periods of time and the use of the Paddock Likit accords with this natural behaviour pattern as it is available 24/7,” added Derek.

“Thus the horse or pony can obtain its daily micronutrient requirements over the 24-hour period, rather than all at once in a meal. Free choice also allows the animal to enjoy the Likit at any time, so reducing the risk of any bullying taking place.”

The Paddock Likit is suitable for all types of horse or pony and is especially useful for good doers and equines whose nutrient intake is restricted. t Westgate EFI 01303 872277.

Workhorse of a wheelbarrow WHEN ETN spotted a new breed of wheelbarrow zooming around a yard, piled high with huge amounts of muck yet easily pushed by teenagers, we had to find out more.

The Canadian made TuFx Workhorse is this season’s must-have wheelbarrow. Even Mary King (pictured) has one.

Rugged and built to last, RRPs range from the TuFx Workhorse S (170 litre capacity) at £89.99 to the TuFx Workhorse G (280 litre) at£169.99.

Built on a rigid, one-piece zinc-coated frame, with no nuts and bolts to lose in the mud, the barrow’s poly tub is virtually unbreakable, easy to empty and comes in two different sizes. Flat free tyres are available.

For in-store storage, frames stack neatly on a standard pallet for easy, cost effective shipping. Assembly simply involves bolting the tub to the frame. t TuFx Workhorse UK agent Richard Stevens 07413 526195 or 01949 869733.

For softer stud girths

Greatest sporting comeback?

GRIFFIN NuuMed has introduced a girth sleeve especially designed to fit most makes of stud girths.

Made with pure British wool and top quality quilt, it’s secured to the girth with Velcro straps, providing protection and comfort by reducing the likelihood of rubbing or chafing.

Available in two lengths, 70cm and 90cm, and black or brown, RRPs are from £57. t Griffin NuuMed 01458 210324.

WESTGATE EFI is distributing Mark Todd's new book Second Chance to equestrian retailers.

The autobiography covers the former Olympic champion’s incredible career, his eight year 'retirement' and his success as a racehorse trainer during that time.

Mark also brings readers up-to-date with his amazing return to the international eventing scene and a fourth Badminton win in 2011. His story is the stuff of legend and encompasses one of the greatest sporting comebacks of all time. t Westgate EFI 01303 872277.

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Feeding the Olympic dream On the eve of London 2012, Chris Gordon, technical director of Dodson & Horrell, gives ETN an exclusive insight into how Britain’s top performance horses are fed.

L

eading horse feed manufacturer Dodson & Horrell has been the official supplier of nutrition to Team GBR since 2010.

With the lead up to this summer’s Olympics it’s been an interesting and hectic time!

All Team GBR members, from the development squads up, enjoy the benefit of support from team trainers, physiotherapists (horse and human), sports psychologists, vets, dieticians and, of course, equine nutritionists.

Co-ordinated by the British Equestrian Federation (BEF) with funds from the lottery via Sport England, the plan not only targets the 2012 Olympics but prepares for 2016 and even 2020.

Piggy French: on course for London 2012.

Every factor that may affect performance has been evaluated with a view to achieving optimum performance whether for dressage, eventing, showjumping or para-dressage, on the basis that an improvement of a fraction of a percent could make the difference between team gold and not reaching the medal winners’ rostrum.

During recent years, the Dodson & Horrell nutrition team has had the opportunity to evaluate the diets of a large number of elite horses, not only within Team GBR but other sport horses and horses performing in other disciplines such as racing, endurance and polo.

While not wishing to reveal key findings to competing nations or compromising individual confidentiality, it has - as always with horses - been interesting and revealing, emphasising the fact that you never stop learning.

Feeding cereals While we always encourage riders to maintain good levels of fibre within the daily ration (ideally more than 1.5% of body weight, that’s a minimum of 7.5kg of forage per day for a 500kg horse) the majority of these elite horses are, not surprisingly, also fed cereals often in the form of cubes or muesli as a more concentrated energy source.

Some will argue that feeding cereals to horses is ‘unnatural’ but when you consider that cereals are effectively developed grasses 12 JUNE 2012 EQUESTRIAN TRADE NEWS

and with the correct management by feeding the right quantity and choosing the right cereals, these valuable energy sources can be fed safely with great success to horses that are in work.

Problems arise when they are fed inappropriately.

An additional factor which is crucial to Team GBR and all affiliated competitors is to ensure that they follow the BHA and BEF recommendations and only use feed or supplements that have the BETA NOPS logo, indicating that they have been manufactured to a standard which minimises the risk of a Naturally Occurring Prohibited Substance (NOPS) being present.

Dodson & Horrell has undertaken research in the UK and Europe into the effects of cooking and flaking the cereals on the degree of gelatinisation of the starch and how this effectively targets digestion of cereals in the upper gut.

This minimises the amount of undigested starch entering the hindgut and upsetting the balance of bacteria which are essential for breaking down the fibre element of the diet. This means that not all flaked cereals are equal as an undercooked or overcooked cereal will contain resistant starch which could end up in the hindgut.

Cooking helps horses digest starch – but the cooking must be just right.

As mentioned, the application of the feed is also crucial as even the best cooked cereals in a muesli will not be effectively digested in the upper gut if the meal size is too big (concentrate meals should be no larger than 2.5kg and preferably less than 2kg per meal for a 500kg horse).

Glycaemic response This leads us onto the contentious issue of glycaemic response a normal response that occurs following a meal where the soluble carbohydrate digestion results in the rise of blood glucose.

Another area that’s been researched by Dodson & Horrell, it’s been demonstrated that when fed as recommended the glycaemic response of all the company’s feeds is within the normal range.

The glycaemic response is an indication of efficient digestion of starch in the upper gut and is essential for the storage of energy in the muscles in the form of glycogen.

It is the depletion of glycogen reserves that leads to a horse ‘running out of steam’ and, interestingly, as the horse is trained and becomes fitter, his ability to store glycogen increases. In www.equestriantradenews.com

contrast, a low glycaemic response may indicate a poor efficiency of digestion in the upper gut, resulting in a lower level of glycogen being stored which will impair the speed of recovery.

Ulcers and tying-up It’s true that performance horses have a higher incidence of ulcers than leisure horses at grass but as the graph shows, all horses have a degree of ulceration.

The increased incidence of ulcers in performance horses could be associated with a reduction of fibre rather than an increase in starch. Less fibre means that there is a reduction in time spent chewing and as the horse only produces saliva when he chews, there’s a reduction in the buffering action that balances the acid contents of the stomach, leading to an increased stomach acidity and therefore a higher risk of ulcers occurring.

All horses have a degree of ulceration.

So do high levels of starch cause horses to tie-up?

While Dodson & Horrell recommends a low starch diet (such as ERS Pellets or Staypower Cubes) for horses that have a tendency to tie-up, a recent research project supported by the company showed that higher incidents of tying-up occurred in yards that fed larger meal sizes rather than being related to the total quantity of starch fed per day. Once again this emphasises the importance of the management of the feed and the daily regime.

And what constitutes high starch? As a reasonable quantity of equine research originates from the US, it’s worth considering that they have a lot of corn or maize available at a very costeffective price, resulting in mueslis or ‘sweet feeds’ with starch levels of 50% or more.

Compare this with the UK where most companies produce mueslis and cubes at less than 30% starch. With the recommended levels being ideally 27% or less, most Dodson & Horrell mixes and cubes fall into this ‘ideal’ category.

What your customers can ‘take home’ • Select a feed designed for the level and type of work your horse is undertaking. This should ideally contain a balance of energy sources i.e. starch, fibre and oil.

• Check that the quantity you’re feeding corresponds to the feeding guide. If it is less than recommended you will most likely need to top up some of the nutrients with a supplement or balancer such as Performance Vitamins & Minerals or Ultimate Balancer. If you are feeding considerably more than recommended, consider moving to a higher energy feed and reduce the quantity.

• If you choose a mix or muesli feed, make sure the cereals are cooked and flaked, with the exception of oats which have good levels of upper gut digestibility.

• Feed small meals to avoid overloading the system which pushes feed through the upper gut too fast.

• Adjust the quantity fed according to the work done and reduce by half if your horse has to stand in for a day or two.

• Feed at least 1.5% body weight as forage.

• Ring the Dodson & Horrell Helpline on 0845 345 2627 if you require any help.

www.equestriantradenews.com

That Scandinavian feeling

Horze represents a life style

ABBA, Volvo and now Horze...UK consumers love Scandinavian labels.

ETN asked Andrew Courage, sales manager Horze UK and overseas, to let us in on the secret.

Q. Horze is all about fresh ideas. What would you say is the main innovation the brand has brought to UK retailers?

A. Horze stands for functional and stylish designs that are contemporary and move with the times - combined with amazing quality and unbeatable prices.

Hennes & Mauritz have done this in the fashion world and we have the same strategy to make our products the global market leader for horse lovers. However, to do this we need to offer quality, fashionable products at a price that makes them attractive to our target group everywhere.

To achieve this we’ve worked consciously with a production and distribution network under our control; one which cuts out unnecessary middlemen. The result is that we can offer competitive prices and mark-ups as well as prompt delivery - things that are positive for the retailer.

Q. BVertigo appears to have hit the spot. What is it about this label that particularly appeals?

A. ‘BVGO’ is a high end brand - yet it doesn't overstep the mark. It delivers excellent quality, coupled with great branding, and offers an excellent choice to retailers and consumers who are looking for that little bit extra.

The range has been so successful that we will shortly be adding standard items to it. In addition, we’re working with broadening the assortment; for example to cater more for dressage riders’ needs.

Q. How important has it been to Horze to maintain the Scandinavian spirit in all you do? And how is this embodied?

A. Scandinavians have always stood for quality and excellence. We keep our operations simple and accurate to follow that ethos.

This shines through in the products and designs. Our clothing collections, for example, have an appeal which sets them apart from other brands. Retailers and consumers are coming to us for the Scandinavian look, and this is especially true in the autumn and spring seasons.

14 JUNE 2012 EQUESTRIAN TRADE NEWS

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R VE RY CO TO S

Horze products make a great display.

BVertigo's logo is becoming a well known sight

Q. What’s new for 2012/13?

A. Earlier this year, Horze became main sponsor for the Norwegian Riding Association, reflecting growing recognition of the brand in Scandinavia.

Geographically, Horze started 2012 by opening two new warehouses in the USA and Russia, thereby giving the company virtually global representation.

The turn of the year also saw the launch of our canine and feline products in Scandinavia. There are now plans afoot to make these products available in the UK. In the UK last year, we saw satisfactory growth in sales, especially through established chains. We took record orders at BETA International 2012.

We’re confident that this trend will continue into 2013. Besides the continual launching of new products under the Horze and BVertigo brands, there will be greater focus on closer cooperation with larger chains as well as an increase in branding and advertising.

We’re noticing a steady increase in the number of retailers interested in becoming stockists of our products and our goal for 2012 and 2013 is to make Horze products even more readily available to meet the increasing demand.

If Horze’s philosophy and products are to your liking, our UK agent James Jacobs can help James Jacobs make our products available where yours Horze's agent in customers want them – close to home. the UK. t Horze agent James Jacobs 07824 387643. www.equestriantradenews.com

Continental riches Meet some exciting European suppliers.

From mountain to beach...

MOUNTAIN Horse might be one of the most asked-for and worn equestrian footwear names in the UK, but not everyone knows that the brand is Swedish.

The family owned company also designs and manufactures equestrian jackets, breeches and accessories. Indeed, Mountain Horse is renowned for its use of design technology and latest fabrics, combining innovation with riders’ practical needs.

The company was started in 1988 by keen horseman Lars Sjosvard whose professional background was in sports footwear.

Lars could not understand why riding boots were not supportive and cushioning with safety features relevant to riding. So he set about designing and making his own.

Now his company offers UK retailers a complete range of technical clothing and footwear designed by riders for riders and synonymous with the typically Swedish traits of design, durability and quality.

The exclusive distributor in the UK and Eire is Horsemasters Distribution, owned and run by Lucy Ward. t Mountain Horse in the UK 01462 432596.

The French connection EKKIA, founded by the Keiff family in Haguenau, France, was formerly known as UKAL. Claiming to be the biggest equestrian distributor in the world, with 74,000 m³ warehousing in two sites, Ekkia carries stock equivalent to four months’ worth of business.

Each year, more than 600 articulated lorries arrive to pick up and deliver more than 18,000 products that appear in Ekkia’s ‘horse’s world’ 740-page catalogue.

Ekkia is perhaps best known in the UK for its flagship Equi-Theme brand.

The label is also the official supplier to the French Equestrian Teams.

Hippo Tonic grooming products and Eric Thomas saddles and chaps are other big-name own brands of which Ekkia has 20 in total. Around 50 other brands are distributed by the company.

The up side of buying from a European supplier is that you can introduce something unusual to your store. The down side, you may think, is the complication of dealing with an overseas company. Not so with Ekkia.

Retailers are visited by a team of representatives with vans equipped with the latest products. In addition, retailers receive a bi-monthly package with the latest updates from the catalogue, media planning, promotions and end of lines.

Ekkia uses a UK bank, all transactions are in sterling and may be paid via BACs, cheque or credit card.

The company’s website - www.ekkia.com - puts the latest news and products into five languages. Retailers can place orders here too, and view the immediate availability of stock.

And to make life even easier, export and service staff in Ekkia’s head office are English speakers. t Ekkia 00 333 8807 4006.

“We’re flexible and open-minded” DUTCH based Horka International BV was founded by A.E.J. Horst in 1956 and is nowadays a wholesaler and producer of equestrian products and headwear.

The Horka philosophy is simple – good quality products at attractive trade prices. And this company’s way of doing business is surprisingly bespoke for one so well known around the world.

“We have a flexible and open-minded approach,” said a spokesman. “Everything is negotiable.”

Always keen to meet the expectations and wishes of its customers, Horka welcomes orders from trade customers by telephone, fax or email. Shortly it will also be possible to order on the company’s website www.horka.com Other services are fast delivery of goods, email replies within one day, a receptionist who speaks good English and the possibility of special order fulfilment.

So what’s hot for next winter from Horka?

How about this Noa winter riding boot, an elegant synthetic ‘leather’ boot with warm fur lining? “This boot is in pre-sale at an attractive price, feel free to contact us,” says Horka’s spokesman. t Horka +31 (0) 38 465 57 70.

16 JUNE 2012 EQUESTRIAN TRADE NEWS

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Dogs at work From security guards to photo-shoot models, how on earth would we manage without them? Meet some more hardworking hounds gainfully employed in the equestrian trade.

ME AND MY SHADOW: Rosie is a Bearded Collie who belongs to Trilanco's managing director Martin Balmer. Rosie is at the awardwinning wholesaler’s headquarters whenever Martin is; she even travels to some meetings in the car with him.

Rosie is very keen on PR too. She has her own Twitter account (@Rosiethebeardie) from where she helps to promote Trilanco's Easidri brand. Being so beautiful, she also takes part in photoshoots and attends canine events demonstrating how effective the Easidri High Performance Cooling Coat is. It's a tough job, but someone has to do it!

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IN A PICKLE: Resident terrier at equine gaiter brand Golly Galoshes' headquarters and part of a canine gang, Pickle is always top of the pecking order! Aged ten and a ‘proper’ hunter as befitting his feisty breed, Pickle broke his leg last year jumping over a fence trying to get in with the hens.

He knows if a vehicle is at the far gate, let alone approaching down the drive, so Golly Galoshes has a good early warning system in place for courier deliveries.

Do you have a dog at work?

Tell ETN about the dog in your shop, office, warehouse or work vehicle. Email editor@equestriantradenews.com We love to see photos too!

EQUESTRIAN TRADE NEWS JUNE 2012 17

The secret between horse and rider ETN reviews the latest news and views from the fascinating field of saddles and their fitting.

World experts speak at workshop

How to sell treeless saddles

SADDLERS, vets, physiotherapists and riders attended the inaugural Saddle Research Trust (SRT) International Workshop, hosted by the Animal Health Trust (AHT) in Newmarket earlier this year. These are some highlights from the event, sponsored by Solution Saddles and Sue Carson Saddles.

Following an introduction by organiser Anne Bondi, Dr. Sue Dyson, head of clinical orthopaedics at the AHT, discussed an on-going study that had shown that in approximately 50% of horses with hindlimb lameness, the saddle consistently slipped to one side with more than one rider, despite symmetry of the back musculature and a well-fitting saddle.

When the lameness was abolished by nerve blocks, the saddle no longer slipped, indicating that saddle slip may actually be an indicator of lameness.

Dr. Lars Roepstorff (pictured), a research veterinarian from the University of Uppsala, Sweden, considered methods of evaluating forces transmitted through the saddle. Pressure-recording mats, he said, are by no means perfect.

They are designed to measure forces applied perpendicular to the sensors, but a horse’s back is curved and therefore pressure in many locations is not at right-angles to the sensors.

Dr Roepstorff has designed a system to analyse the effect of a rider in isolation from a real horse and is studying in a laboratory the way in which different elite riders sit and their ability to alter the forces applied to the horse’s back by movement of the pelvis.

Dr. Christian Peham, a biomechanist by training and head of movement science at the Veterinary School of the University of Vienna, Austria had investigated saddle fit, types of saddle and a variety of pads and numnahs.

Comparing gel, leather, foam and reindeer fur saddle pads used under a well-fitting saddle, he said the reindeer fur pad alone reduced the force applied to the back. The use of any pad with a saddle which was too wide could actually make the situation worse.

WELL known in endurance riding circles, treeless saddles have been developed for hacking, dressage, jumping and even Western riding too.

The traditional treeless look, such as the Italian Torsion brand, is widely accepted by happy hackers who prefer comfort and horse well-being over traditional looks. Brands such as Freeform offer a more conventional ‘look’.

Treeless saddles can have distinct advantages for stockists too, says treeless expert Birgit Michaux, managing director of Dream Team Products. Not least when it comes to fitting!

Most treeless saddles are sufficiently light and flexible to mould to the horse’s shape without requiring regular re-fitting due to shape changes. The majority are used with a specially designed numnah – or treeless saddle pad - and a dressage style girth.

One saddle can be used for numerous horses, but with different pads to suit, say, high withers or flat backs.

Overall, Flat backed horses have more choice in design, but it should always be ensured that the pad offers sufficient lift off the spine, warns Birgit. To achieve this, a treeless saddle pad has thick panels to create a pressure free zone above the spine. The thickness and quality of the pad should be relative to the intensity of riding.

Equally important is the selection of a suitable dressage style girth.

“Horses with hanging bellies have problems with a forward girthing point as it pulls any saddle forward. These horses can be helped with the curved girth (C-Girths, RRP 69.99) while triple elastic on both sides stops saddles from slipping,” said Birgit.

“I’ve also developed the W-Girths (RRP £89.99) which offer the front legs more room. Both girths improve all saddles with long girth straps, not just treeless saddles.”

Saddle size, i.e. length of seat, is selected according to the rider’s dress size.

Two saddle sizes can usually cover four dress sizes from 10 to 16. The better treeless saddles go up to dress size 18 or 20.

Treeless saddles can be sold directly from the shop floor. Riders choose the saddle size to fit them and, importantly, a pad to fit the horse. Together with a good girth, they can use their saddle on their horse even if it changes shape.

Add-on sales are possible with stirrup leathers, stirrup irons, saddle covers and additional pads in different colours. Some treeless brands have ‘closed’ stirrup attachments, necessitating the use of peacock or other safety stirrups.

Birgit, whose company is on the market as she is retiring abroad, would like to see more retailers have the confidence to sell treeless saddles.

“Like with shoes, you can have Italian hand-made shoes and you can have trainers. Both have their purpose. Why not offer your customers a treeless saddle alongside their traditional treed saddle?”

Editor’s note: good quality treeless saddles are really useful for breaking-in and riding away young horses. There are no worries with fit – youngsters are always going to change shape anyway – and they give the rider a secure, lowcentre-of-gravity feel. t Dream Team Products 08450 725765.

New team at Stubben STUBBEN Riding Equipment UK and Ireland Ltd has been brought under the wing of Frank Stubben’s Swiss headquarters.

The move follows the retirement of Andy McCune, for 21 years a franchiser for the Stubben brand.

Frank, a direct descendant of Johannes Stubben who launched the label in 1894, has recruited two new sales people. Suzy Reed will cover the Midlands region and Neil White the north. Nora Fitzgerald will continue to cover Eire and Northern Ireland, with Claire McCune overseeing logistics at the Corby office.

“I will be right behind my new people, and assist them in every way I can,” said Frank. “By bringing this new company under the control of the HQ, we really will be listening to the UK and Irish market.”

Stubben manufactures at workshops in Germany, Switzerland and Spain.

18 JUNE 2012 EQUESTRIAN TRADE NEWS

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WHY THIS TREE IS HOT STUFF When the i-Tree won a BETA International Innovation Award, sponsored by Horse&Rider magazine, the judges described it as “an excellent development for the saddle fitting industry”.

ETN asked Barnsby, the company behind it, to tell us more.

Q. What gave Barnsby the idea for the iTRee? A. We wanted to create a tree which could be fitted to any horse quickly and easily. Seeing horses on a daily basis, we witness a number of poorly fitted saddles and we wanted to develop a system which could take away this issue and put horse welfare at the forefront of the saddler’s mind.

Q. How long has it taken to develop?

A. Around five and a half years. The main reason behind this was our desire to ensure that the product worked and was easy to use. Also, the technology used within the tree required separate testing and an expertise that was outside of our usual remit. We worked with inventors from the electronic industry and used materials as seen in F1 cars or aerospace technology.

Q. How does i-Tree work?

A. The saddle can be adjusted either on or off the horse dependant on the temperament of the animal. A bottle jack is attached to the stirrup bars. The machine is plugged into the rear of the saddle using a socket similar to a kettle. It’s then turned on and heated to a temperature of 1400C which takes approximately three minutes. You then turn the bottle jack, and you can see the width changing. You adjust it until you reach the desired width, and then turn off the machine to allow it to cool. Total adjustment time is ten minutes.

Q. Who can use it?

A. Due to the technical nature of saddle fitting, we envisage that the unit will be held by retailers and/or saddle fitters. Even though the process of adjusting the tree is simple, it’s only through training and experience that the operator knows how far to adjust the saddle to ensure correct fitting.

Q. How much does it cost?

A. The cost of the saddles [fitted with the i-Tree] is between £1,895 and £2,595 dependant on the model - GP, jump, dressage and XC versions are available. Currently we’re unable to hire out the unit required to adjust the saddles. However, there are approximately 20 retailers based around the UK who will have their own units and can adjust saddles for consumers.

Q. Does Barnsby feel that the fitting of saddles has become almost more important than the saddles themselves?

A. The awareness of correctly fitted saddles has increased in recent years and people are ensuring that they are using recognised fitters to check their saddles. Also, with competitors looking for that extra edge, they are reviewing every aspect of theirs and their horse’s equipment and therefore the slightest niggle with a saddle is not acceptable.

However, we are still finding that people are purchasing a brand due to it being a fashionable rather than the correct brand for them to use. Their thought process is if they see a certain rider or celebrity using the saddle, then that is the model that they want to go with. This is a trend that we need to move away from. Here at Barnsby, we appreciate the dream of having ‘that’ saddle but we would never consider putting horses’ welfare below the saddle as a fashion statement. t Barnsby 01922 621676. www.equestriantradenews.com

Swedish saddle of two halves A NEW saddle, designed in Sweden and made in Walsall, has a clip-on seat making it interchangeable between different riders and/or disciplines.

Invented by Swedish vet Per-Martin Andren, the saddle from Rebel’s of Sweden was launched at the Norrkoping International Horse Show last month.

Sole UK agent Sylvia Dickinson is based in Co Durham. “Mr Andren has made a modern, highly flexible, ergonomically designed, two part modular saddle,” she said.

“Part one, the base, will fit the horse with its lightweight carbon fibre tree, wool flocking and easily adjustable panels. Part two, the seat, will fit the rider and lock into place with a safety mechanism.”

The first two seats to be available are dressage and jump (pictured) styles. “Imagine the different scenarios,” said Sylvia, “one horse, one saddle, two different seat options reducing saddle fitting and equipment costs.”

All models will be made to measure by a Walsall Master Saddler and come with their own ‘passports’ to remind customers when their next saddle fitting check is due. The RRP is in the region of £2,200.

Rebel’s plans further agencies for Europe, USA and Australia. t Rebel’s of Sweden (UK) 0191 370 3536.

Made in Walsall FAIRFAX Saddles has this year introduced several new Walsall-made dressage saddles to suit customers on various budgets. The three brands are Thorowgood, Kent & Masters and Fairfax.

The new Thorowgood T8 dressage retails at £529 and provides the perfect option for a rider with a young horse or a second-hand saddle budget.

This hybrid saddle incorporates leather on the seat and kneepads to give the feel of riding on an all leather saddle. Built on a new adjustable dressage tree and with three girthing options, it provides scope to adjust the fit when you are at the yard.

Two new dressage saddles join the Kent & Masters range. The S-Series Surface block dressage retails for £895 and is built on a new dressage specific, open-headed tree. The panel design offers close rider contact and the surface-mounted thigh block provides enhanced stability.

The S-Series moveable block dressage (RRP £850) is built on the same tree, but with moveable under-flap thigh blocks. Both models have hide covered skirts.

The Fairfax Monoflap dressage saddle (pictured, RRP £1,500) was developed using Pliance pressure-mapping and Centaur Biomechanics gait analysis technology. It incorporates a hi-tech, adjustable dressage tree, an innovative panel design and a triple billet option girthing system.

Hand made using Italian calf skin and English butt leather, the Fairfax Monoflap looks sophisticated while setting new standards in bespoke fit. t Fairfax Saddles 01922 711676.

Ride like Toddy...

MANUFACTURED in Walsall from English leather, Mark Todd Generation saddles have flocked panels and come in a choice of tree widths and seat sizes.

Named after Toddy’s famous horse, the Generation Charisma is a close contact event saddle with integrated knee rolls and thigh blocks plus a ‘flexible’ girthing system.

A full range of matching accessories is available, including a short event girth and bonded stirrup leathers. t Westgate EFI 01303 872277.

First total fitting solution?

Let’s keep fitting on track

BATES Australia claims its new EASY-CHANGE Fit Solution is the first total saddle fitting solution that enables full adjustment to be made easily and in a matter of minutes.

Its use involves selecting the optimal tree width for the horse’s current shape and muscling with the EASY-CHANGE Gullet System, or making adjustments within the saddle panel for optimal balance and clearance with the EASY-CHANGE Riser System.

Together these systems offer fitting that’s easy, measurable and reversible, says UK distributor Weatherbeeta. Thus Bates or Wintec saddles can be sold with confidence thanks to the system’s ability to adapt to meet the changing needs of the horse.

Retailers need only need to stock each model in the rider’s seat size and colour, while saddle fitters have the best chance of fitting whatever challenging conformations are presented to them.

Importantly, says Weatherbeeta, saddle fitters are able to make all adjustments on the spot and with complete transparency between them and the rider.

While the EASY-CHANGE Fit Solution helps achieve an optimal fit, no one saddle can claim to fit every horse and on-going professional advice should be sought. t Weatherbeeta UK 01295 226900.

THE angle of the rails is probably the most overlooked aspect of saddle fitting, according to Liz Leggett.

Associated with The Ideal Saddle Company and Walsall Riding, Liz is a Society of Master Saddlers (SMS) Qualified Saddle Fitter, assessor for the SMS qualification and saddle fitting advisor to World Horse Welfare (WHW). She also works with Pliance on behalf of the SMS and is pictured with the pressure mapping system.

“I love to see a horse previously restricted by a saddle, being able to stretch through its back and accept the rider,” says Liz. Acknowledging that consumers are better informed about saddle fitting these days, she believes there’s so much more for the ordinary rider to learn about how a saddle works.

“Anyone can have their horse measured by a saddle fitter and get an approximate width, then go onto the internet and find several websites offering medium/wide saddles. Yes, perhaps those saddles are medium/wide in the width of the head, but how long are the points of the tree? Do they slope forwards or backwards? Would they suit the angle of the horse’s shoulder? Is it a narrow or broad head shape?

“And probably the one thing that is most overlooked – the angle of the rails. We can all make a rough estimation of the width of a saddle because we can see it, and a tape measure can determine the length or seat size, but the rails of the tree are an integral part of the saddle, hidden in the deepest part of the saddle.”

At Ideal and Walsall Riding, modern technology such as Pliance [owned jointly by SMS and the British Equestrian Federation (BEF) and available for hire to other companies] and gait analysis are used in product design. But, says Liz, investment in research and development is negligible without the expertise of a qualified saddle fitter.

“We are proud to work closely with our retailers,” she added. t The Ideal Saddle Company 01922 620233.

A Flair for fitting FLAIR air-bag flocking can provide saddlers and fitters with a simple solution to common saddle fitting issues.

The concept was invented by Maggie White and David Kempsell of manufacturers First Thought Equine 13 years ago.

“We used pressure testing initially to test our ideas; then after we had finalised our designs, a separate company undertook pressure testing to disprove us - but actually found that Flair does everything we said it would,” said David, an SMS qualified saddle fitter. “It distributes saddle-created pressure, therefore removing pressure points and increasing bearing surfaces.”

Flair was launched at BETA international 1999 where it won an Innovation award. First Thought went on to manufacture the WOW brand of saddles, which include Flair flocking as standard although wool-flocked panels are available on request.

David Ashton, proprietor of Village Saddlery in Cheshire, fits and retails a range of saddle brands including WOW. Offering customers WOW saddles flocked with Flair often enables him to find solutions to problems that traditionally-flocked saddles can’t address.

“They are especially good for asymmetrical horses,” he explained, “you can adjust the fit accurately on site, and the nature of the Flair panels works to keep the saddle square, without restriction.”

David has trained to convert wool flocking to Flair, however he says there’s less demand for this service now. “We did a great number of conversions when Flair was launched. But over the last five years more people would rather just purchase a new WOW saddle,” he said of the modular saddles that can suit multiple riders and disciplines.

These days, requests to convert wool flocking to Flair usually come from customers with saddle fitting problems or due to chartered physiotherapists’ recommendation.

Jon Homer of Elemental Equine in Norfolk exclusively fits and retails WOW saddles. He says a major benefit is that they enable the fitter to carry a large

combination of fittings without the need to carry large numbers of saddles.

“It’s perfectly possible to cover a large majority of horses with just six saddles, because every section is modular and easily disassembled and assembled with a screwdriver,” he says.

“Flair adds to this by allowing infinite adjustments to be carried out without removing the saddle or having the rider dismount.

For me, the major ‘plus’ is its ease of adjustment, and the fact it offers increased pressure distribution over a huge area of the horse’s back.”

Jon sees no pitfalls, aside from a lack of consumer understanding.

“There’s a worrying misconception that WOW saddles are treeless; in fact, they have a carbon fibre tree that allows the saddle to twist laterally,” he says.

The most common issue that WOW saddles easily address is high withers, says David Kempsall. “We also see quite a lot of wide or short backed horses, or those that are underperforming due to saddle pressure.

“In my experience, conformational issues and physiological problems are more easily addressed with Flair as it adjusts to the horse’s shape, from over or under developed muscles to sweat nodules on the skin,” he says. “Plus, the carbon fibre tree flexes left to right, to allow more movement along the horse’s spine and alleviate pressure, which helps horses that have gait abnormalities.”

Pictured are the WOW Club Dressage saddle and a saddle with Flair air bag flocking. tFirst Thought Equine 01227 831614.

Affordable range gets interchangeable gullet TEKNA has introduced an interchangeable gullet system to its saddles.

Available in medium, medium-wide and wide, Tekna Quik-Change Gullet Plates are supplied with an allen key and two Tekna lock screws.

Sole UK distributor Westgate EFI points out that the new system applies to the new Tekna ‘S Line’ Saddles (the jumping style is pictured) and not the original Tekna designs, which nevertheless still offer a good choice of width and seat sizes.

The Tekna range is manufactured in advanced synthetic materials which bear a striking resemblance to leather - making them suitable for competition.

The range is an affordable, durable and low maintenance option for your customers. t Westgate EFI 01303 872277.

RETA IL TIP

Symmetry is everything when it comes to saddles and saddle fitting. But have you ever checked that the numnahs you have in stock are symmetrical?

ETN recently encountered a numnah which was far from even on both sides, so much so that when the spine was placed under the saddle’s gullet one ‘panel’ stuck out a good two inches more than the other.

Of course, this isn’t going to do as much harm as an asymmetrical saddle – and worryingly they exist too – but when rider or indeed saddle fitter uses the numnah as a guide, it can be dangerously misleading if you’re not aware of its asymmetry And, by the way, ETN’s encounter with a lop-sided numnah involved a brand retailing at more than £100.

22 JUNE 2012 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Why Albion trains retailers LEADING British saddle designer and manufacturer Albion is offering courses for retailers in beginners’ templating, precision saddle fitting and bench skills for all levels.

In addition, Albion's sales team offers technical advice and support, from saddle fitting queries to stock availability. The Walsall based company’s marketing team, meanwhile, continues to support retailers and saddle fitters worldwide.

"Not only do riders demand superior service and on-going support, but so do our retailers which is why regular skills and product updates are so important,” said Sherry Belton, managing director of Albion.

Albion Saddlemakers is well known for bringing cutting-edge couture design from international catwalks to [dressage arena] centre lines worldwide.

The family business, established in 1984, now distributes to more than 30 countries.

Pictured is the Platinum Royale Dressage Saddle. t Albion Saddlemakers 01922 646210.

Measuring up for a perfect fit THE Perfect Fit Saddle Fitting Kit arrived last autumn in a blaze of controversy (ETN November issue).

Lyndsey Scott and Clare Albinson developed it primarily to help owners measure their horses’ backs with a view to finding the right saddle, but also to demystify the whole saddle fitting process.

The kit (RRP £20) provoked reactions from high praise to deep suspicion, although exhibiting at BETA International 2012 in February gave the ‘Perfect Fit’ team the ideal platform to demonstrate their invention.

Four months on, ETN asked Clare to explain one important aspect of The Perfect Fit Saddle Fitting Kit - the taking of three crucial measurements.

“For years everyone, including qualified saddle fitters and Master Saddlers, only measured the wither area of the horse when fitting a saddle,” said Clare.

“In those days, it wasn’t realised that if any area of the rest of the saddle didn’t fit properly, it would probably hurt the horse, so no-one measured it.

Inevitably, this caused many horses to have back and other related problems.

“Nowadays, good saddle fitters always measure every area under the saddle, making sure that the underside of the saddle is a mirror image of the horse’s back.

“When we were designing The Perfect Fit Saddle Fitting Kit, this is what we set out to achieve. We wanted it to clearly show the shape of the horse in every part of the saddle area so that it could easily be compared with the shape of the underside of the saddle.

“So, we take three measurements - the wither, the back and the cantle. If these measurements are the same as the underside of the saddle (subject to a few other checks) the saddle will fit the horse perfectly and the horse will be comfortable.

If the saddle isn’t a mirror image of the horse’s back, it will create pressure points which will dig into the horse and cause pain.

The kit provides a quick and easy method of checking a saddle fits the horse. The templates it enables you to make of a horse’s back can be a very useful guide to buying a saddle, particularly if it is bought from a distance.

The kit can also be used to check for shape changes; it only takes minutes to do. Many good saddle fitters and saddlers are now encouraging their customers to use the kit to make these checks so that they can be called out before any harm is done to their horse.” t Perfect Fit Saddle Fitting Kit 01928 787233.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2012 23

Man-made and proud of it!

Synthetic saddles have morphed from cheap and cheerful to seriously sophisticated. Penny Richardson charts their rise and rise.

W

hen synthetic saddles first appeared on the British market, they may have been cheap, but no one could deny that they looked, well, ‘very synthetic’. As well as coming in bright, shiny colours, some saddles seemed to be made from something resembling thick cardboard and tended to wear out quickly.

However, the ‘cheap and cheerful’ look is now well in the past and even professionals can find it hard to tell the difference between synthetic tack and its leather cousins.

Much of this improvement has been due to constant research by two companies on either sides of the world. The Wintec — an amalgam of the words “winning technology” — range was invented in the 1980s by Australian brothers Ron and Ken Bates, who looked for a way to stop the leather on their kangaroo hide racing saddles from wrinkling.

It was the idea of laminating fabric to a foam backing that produced the first ever full

Wintec racing saddle.

cloth racing saddle, which took the worldwide market by storm.

At the time, the brothers were busy developing their Bates range of leather riding saddles. “I travelled to Europe to see if we could promote our leather range there and quickly realised that the market there

was already flooded with good designs,” remembers Ron. “Quality wasn’t enough, so we had to look for a ‘unique extra’.”

They then realised they had exactly this in their race saddle and after much adaptation and testing, the first Wintec riding saddle reached the Australian market in March 1986. It was offered in Europe that September at the Spoga trade fair in Germany.

The original saddles came in bright colours such as blue, red, pink, grey and yellow and proved extremely popular across continental Europe, particularly in Italy, where riders were keen to buy this distinctive tack until the end of the 1990s.

Wintec saddles have since gone through numerous transformations — and not just the muting of the colour palette. These included the use of synthetic ‘equisuede’ in the original dressage designs, before the company became involved with German champion Isabell Werth.

Isabell worked with the Bates brothers on special features for the dressage range and rode in Wintec saddles when she won medals at the Barcelona and Atlantic Olympics.

Other top names have been involved in Wintec’s growth, including Australian double Olympic eventing champion Matt Ryan, who helped design the Pro Jumping and Pro Cross Country saddles.

As equisuede is very expensive, the brothers experimented with fabrics such as heavy-duty Cordura, which is still used in some saddles and is reported to be comfortable and long lasting.

While all this Australian innovation was taking place, there was plenty of research

24 JUNE 2012 EQUESTRIAN TRADE NEWS

Isabell Werth riding in Wintec saddle.

being carried out in Walsall, the home of British saddle manufacturing. Thorowgood has been making synthetic tack for 25 years and its saddles are now probably the most popular brand in the UK. The company, which runs under the Fairfax Saddles banner, is proud that all its products are made here.

“We like the fact that we’re supporting the British economy and we have two factories on the go all the time producing our saddles,” explains Vanessa Fairfax, a former show jumper who is now a Master saddler.

“Our saddles are also designed to fit the British horse, which is why we produce conformation-specific ranges for horses such as highwithered Thoroughbreds and wide-backed cobs. The products have been tested on British horses and we provide a full back-up service for fitters and customers.”

“We wanted to dispel the myth that synthetic is somehow second-rate.”

Vanessa Fairfax.

Why did Thorowgood choose to take the synthetic route in the first place?

“Not everyone can afford a top-of-the-range saddle, so it was to broaden our market,” says Vanessa. “We also wanted to dispel the myth that synthetic is somehow secondrate. A saddle is a saddle and the only difference between our synthetic and leather brands is the covering – what’s underneath is exactly the www.equestriantradenews.com

same. The synthetic range certainly isn’t sub-standard.”

As a busy saddle fitter herself, Vanessa is well placed to comment on the advantages of synthetic tack for retailers.

“With new leather saddles, you often have to go back to a yard three or four times and even send the saddle away to ensure it fits properly. The synthetic variety can be adjusted there and then, so the customer doesn’t have to wait and the fitter’s job is so

Thorowgood T4 high wither GP saddle

much easier — and more economically viable,” she points out.

The Thorowgood range is now popular among owners of older horses and Veteran Horse Society endorses the saddles.

“It can be tricky to fit a saddle to an old horse and veterans do appreciate a lighter saddle,” says Vanessa.

“We also sell an awful lot of pony saddles. I’m sure from my own experiences that’s because every Mum is on a budget!”

But riders don’t have to choose between two brands only, as many other manufacturers have realised that synthetic tack is here to stay.

Fieldhouse’s GFS brand includes the Genesis synthetic range. This has models to suit most horses and ponies in wipe-clean ‘equus leather’ and synthetic suede on traditional flocked panels. The recommended retail prices are between £285 and £399 and there is also a Genesis chafeless girth designed for use with the range.

The range has been in www.equestriantradenews.com

production for three years, although the leather-look saddles are a recent innovation.

“It’s gone very well indeed,” says Fieldhouse sales and marketing manager Helen Stone. “Our best seller is the all-purpose saddle, closely followed by the pony variety, and they’re now on sale through some of the biggest shops and mail order firms. It’s safe to say that Genesis is now among our most successful products.”

For those on a really tight budget, a cheaper synthetic option is provided by the Shires Hi-Lite range, which includes the Bambino child’s first saddle at just £54.99.

Featuring a hand grip and crupper D-ring, this saddle is suitable for the tiniest mount, such as a miniature Shetland, and has the added advantage for mums and dads that they won’t get left with the tack cleaning duties. Even the youngest rider should manage to wipe their tack over with a damp cloth!

For customers unsure about going fully synthetic, there are hybrid or “semi-synthetic” saddle designs on the market.

Thorowgood recently introduced its T8 range, which uses quality leather on the seat, knee pads and trim.

The Saddle Company, also based in Walsall, produces saddles with finest hide flaps and seat, plus wool-flocked serge panels. Owner David Johnson started the business after many years working as production and design director at Thorowgood.

“I always had the feeling that there was a market for something in between and I’m sure we’ve found a niche,” he says. “I call it ‘combining the old with the new’, as serge has been used in saddle making for 100 years, but we incorporate the latest technology in our injection moulded trees.”

All the saddles are made to measure, with fitting and service by The Saddle Company’s own fitters.

Another advantage for busy horse owners is that cleaning

comprises no more than a fortnightly feed for any leather parts and a wipe over with a damp cloth in between.

“I truly believe the industry must move forward and running my own company has given me the licence to try new things,” says David.

“Horse owners are becoming more discerning on price, but we’re doing really well.”

In the past, riders often chose synthetic saddles when breaking in and bringing on young horses. They were much cheaper to replace if they got damaged during the process and most synthetic models can be adjusted as the horse changes shape. But nowadays, canny horse owners are looking at the synthetic market for an all-purpose saddle.

Dorset-based Anne Simpson has two horses and rides both in synthetic saddles.

“I have a Wintec 500 and a Thorowgood T6. The Wintec is extremely light and cost only £250 new,” she says.

“Although the Thorowgood was more expensive, it’s so comfortable and doesn’t look at all synthetic. The gullets in both makes are fairly easy to change, as you just take some screws out and swap them over.”

Anne also saves plenty of time on tack cleaning. “I have some synthetic saddle spray and give them a wipe over with that,” she explains.

Helen Masterson lives near York and works full-time. Her

Saddle Company serge panels.

first — and only — buy so far has been her Wintec 500, although she didn’t set out to get a synthetic saddle.

“It wasn’t by choice, but it was the only saddle that could be fitted well to my Irish Draught/Thoroughbred mare,” she says. “I ride most days and although there are a couple of worn places on the synthetic suede, I don’t think it’s any worse than it would have been with a conventional saddle. I wanted to save up for a leather saddle, but I’ve had a few comments from people saying how nice this one looks, so I’m going to keep it.”

GFS gullets.

EQUESTRIAN TRADE NEWS JUNE 2012 25

Facing the fat facts A student’s award winning thesis captured perfectly current concerns over obesity in horses. ETN discovers how academic work and real life are not so far removed.

L

isa Randle’s 2011 Eqvalan Duo Thesis of the Year is entitled Prevalence of Obesity and Health Issues in Mature Leisure Horses in the Midlands of the UK: An Equine Body Conditioning Score.

But it’s far from being a dry old document destined for the researcher’s cupboard.

“Having long been concerned that overweight horses and ponies are considered normal by some owners, I welcome Lisa’s findings which are very much in line with Dengie’s own research,” Katie Williams, senior nutritionist at the feed company told ETN. So, with Lisa’s consent to use extracts from her thesis, how do her findings compare with what Dengie is experiencing ‘in the field’.

Katie Williams: “Owners’ perception isn’t helped by the presence of pictures in magazines of winning show horses that are clearly obese.”

From the thesis: Up to 41% of horses or ponies were estimated to be in an overweight or obese condition.

Dengie reports: This is very similar to the incidence of obesity that we have seen. Of the 1,000-plus horses examined by Dengie nutritionists to date, 47% have been assessed as overweight or obese. This is based on our scoring rather than that of the horse owners, ensuring a more objective assessment.

Thesis: More than half of owners (54%) did not know the weight of their animals and a significant shift in owner perception of normal equine body condition towards the more obese end of the scale was observed.

Dengie: Owner perception of the overweight body condition as normal is certainly something we come across on a regular basis.

This isn’t helped by the presence of pictures in magazines of show horses that are clearly obese – and not just overweight – winning at major shows around the country. Unfortunately, an even more worrying trend is that some owners just don’t seem to want to do anything about their horse’s weight problem, particularly if it requires a bit more effort, such as bringing the horse in from the paddock for longer.

Thesis: More than 90% of animals were fed additional forage and feed on a daily basis.

Dengie: Although the wrong types of feed could clearly exacerbate an obesity problem, we find that pasture is very often the biggest source of calories in the horse’s ration and it is this that needs to be restricted. Clearly, an alternative fibre source is required, along with a good-quality source of vitamins and minerals. So, in this context, supplementary feed is not necessarily a bad thing. www.equestriantradenews.com

Dengie nutritionists carry out yard visits as part of the company's weight-watching initiative,

The most popular source of equine nutritional information was the local feed store.

Lisa Randle’s award-winning thesis

Thesis: The most popular source of equine nutritional information was the local feed store.

Dengie: It’s great in principle that horse owners already regard their feed merchant as their preferred source of advice and information. As we all know, the quality of this advice can vary, so a great opportunity exists for stores that invest in training their staff to promote this to existing and potential customers.

Thesis: The thesis suggests a partnership approach between vets, nutritionists and other equine professionals to promote ‘well horse’ clinics where owners are given advice and support on healthy equine management – including body condition scores – using a weightape, diet, exercise and routine blood tests and vaccinations to promote overall health and wellbeing.

Dengie: Some time ago, we started our ‘yard clinic’ initiatives, visiting yards with our portable weighbridge to weigh horses and give personalised feeding plans for every horse. Our team of feed advisors and nutritionists work very closely with vets running ‘fat clubs’ centred around vet practices to provide an holistic approach to weight loss and health management. We also linked up with the Blue Cross welfare charity to promote their Fat Horse Slim campaign after they identified they were taking on an increasing number of overweight horses and ponies.

Thesis: Equine professionals should take a more proactive role in raising owner awareness of the potential health threats of obesity in an attempt to avert the potential escalation of obesity-related diseases and conditions such as EMS [equine metabolic syndrome] and laminitis, which will otherwise continue to increase with harmful effects.

Dengie: Equine obesity is a real threat to the horse feed industry.

Although those of us who are well informed know there are many products suitable for and, indeed, beneficial to overweight horses, there are many owners of overweight horses who don’t bother to feed at all. There is potential for both retailers and manufacturers to educate horse owners to ensure they understand the need to supply essential nutrients such as trace minerals, as well as enough fibre to maintain gut health, and all with minimum calories. It is possible to do this, but not many horse owners seem to know how!

• Lisa Randle conducted her research as an undergraduate

dissertation undertaken as part of a BA (Hons) in equine studies at Warwickshire College.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2012 27

HOLD THE FRONT PAGE! ETN has the top stories from the equestrian press and websites.

Has Absolute Horse got news for you!

IT was priceless publicity for Absolute Horse when the regional magazine was chosen as the ‘guest publication’ by BBC’s hit satirical show Have I Got News For You. Teams led by Paul Merton and Ian Hislop, with Damian Lewis as front man, had to fill in the missing words from the equestrian title’s March edition headlines.

The broadcast at the end of April was the second time Absolute Horse has featured on national television. In 2003, on Channel 4’s So Graham Norton, model Helena Christianson chose the best front cover for the magazine - using people from the audience.

“We were amazed to be chosen yet again for a mainstream television channel show,” said publisher Peter Dodd. “The programme has prompted a lot of feedback which is all excellent publicity. You just couldn’t put a price on it!”

Absolute Horse magazine has been in print for more than 20 years. Peter says he’s planning to put the additional media attention to good use. Watch this space...

Pastures new for Pat PAT Crawford’s ten year tenure as Society of Master Saddlers’ press office has come to an end.

“I enjoyed my time in the role and I shall still be very involved in the industry, ghost writing for a number of well-known personalities and writing freelance articles,” said Pat. “I very much welcome enquiries for articles on virtually any equestrian subject, including saddlery, harness and related matters. I have a unique insight into the industry’s strengths and weaknesses.”

Pat is also press officer for Hadlow College. She can be contacted on 07771 635684.

Magazines forge links with shows Horse&Rider and PONY Magazine have signed up as official equestrian media partners of HorseWorldLive.

The deal furthers the intriguing prospect of competition between this new consumer show - to be held at ExCel, London on 16-18 November, and Your Horse Live, at Stoneleigh as usual, the previous weekend.

“News and announcements regarding HorseWorldLive will appear in Horse&Rider and PONY magazines,” said show director Karen Cooper.

The Sunday Telegraph is also a media partner of HorseWorldLive.

Industry contacts only a click away THE British Equestrian Directory is an unbeatable source of information.

Its website, www.britishequestriandirectory.com, features the Trade Suppliers Directory (TSD) for the trade and the British Equestrian Directory (BED) for consumers. The TSD is also available in book form.

The TSD features more than 1,700 entries for UK manufacturers and suppliers across 244 categories. BED has more than 13,500 business listings across 200-plus categories. Established for 30 years, the directories also enable companies to market brands, products and services.

Free basic listings help companies reach target markets, while gold-and silver-enhanced packages give maximum exposure. Advertising opportunities include a choice of banner sizes.

The website’s new Ask Ed logo is preparing for a new social media campaign in which he will spearhead a call to action, encouraging growth and development in both areas of the website. Visit Twitter:@BEDonline and www.facebook.com/BEDdirectory to help Ed round up his followers and hear all his latest news.

For further information, contact Jennifer Dalton, telephone 01937 582111 or email jenniferd@beta-int.com.

28 JUNE 2012 EQUESTRIAN TRADE NEWS

What’s new at Bauer?

YOUR Horse magazine has had a facelift. The June issue features a lighter, friendlier tone, a fresher, cleaner design with a feminine twist and the addition of inspirational must-reads, says publisher Bauer.

The result is an easy to access, motivational title, for an even wider appeal.

The new look has been shaped with the help of the Your Horse team’s monthly yard visits which help them stay touch with what readers really want.

Your Horse Live (YHL) at Stoneleigh Park remains a ‘must’ for visitors and exhibitors alike. Last year the two-day equestrian extravaganza saw the third successive increase in visitor numbers year on year – a rise of 24%. Attendance for in 2010 was 15,226.

This year’s YHL takes place on 10/11 November with an all-star line up including Mary King, Carl Hester and Charlotte Dujardin. The annual spectacular also offers amazing shopping, expert advice from leading names and celebrities, plus inspirational demonstrations from a range of equestrian disciplines.

To exhibit at YHL, contact Nicky Townshend 01733 468000.

Tickets are on sale now.

Horse Deals Extra Your Horse’s sister title Horse Deals, billed as ‘the UK’s biggest in buying and selling all things equestrian’, launches a new initiative this month with the introduction of Horse Deals Extra.

This new section is contained within Your Horse magazine (ABC 28,132) and also features as an online magazine emailed to more than 52,000 equestrian enthusiasts.

Horse Deals Extra will be hosted on www.yourhorse.co.uk too with the www.horsedeals.co.uk home pages putting it in front of another 155,000 potential customers.

The content features trade advertisers from Horse Deals, and will include a minimum of four pages of latest horses and horseboxes for sale as featured in the current issue of the monthly magazine.

With Horse Deals being unique as the UK’s only dedicated equestrian buying and selling paid-for title in the market, says the publisher, the team is achieving a combined print and digital circulation across the Bauer equine portfolio of more than 230,000.

PONY leaps up the ranks PONY magazine has leapt 35 places to be ranked 392 by magazine distributor Smiths News.

Publications are listed by the sales value they generate for the newstrade over a year.

This is the first time PONY Magazine has made the top 400.

Its cover price is £3.25 - almost 20% less than the national average for monthly magazines which is £4.05.

The good Life EQUESTRIAN Life magazine is packed with local names and faces – prompting ‘everyone’s auntie’ to buy it - just as a regional publication should be.

The monthly glossy covering the East Midlands, Yorkshire and the South West carries reports from top events featuring household names alongside write-ups and pictures from local gymkhanas. It’s brilliantly busy, and totally inclusive.

Equestrian Life also has local news, competitions to win everything from books to riding holidays, listings of equestrian features, a directory of horsey services and diaries from the area’s equestrian celebrities.

From the MFH – this magazine runs fabulous hunting reports and pictures to the first-timer in the bending race, everyone has a good chance to getting their picture published. Most of all, reading Equestrian Life makes you feel like going out and having fun with your horse.

www.equestriantradenews.com

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MAGAZINES

EAST ANGLIA RIDER

ALL HORSE PUBLISHER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Claire Riley FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: The Midlands COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 10,000 ABC AUDITED: No KEY EDITORIAL FEATURES: All Horse delivers a constancy of quality articles, news and editorial together with a

comprehensive events diary for the region.

With an interactive readership, All Horse delivers the readers with what they want to see with reports, reviews, training articles and more ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for rate card WEBSITE: www.all-horse.co.uk TELEPHONE CONTACT: +44(01380) 734366

from the region. It is available at a variety of outlets including local tack shops and feed merchants or viewable online each month ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.eastangliarider.co.uk TELEPHONE CONTACT: +44(01380) 734360

EQUESTRIAN LIFE

THE BRITISH BREEDER MAGAZINE PUBLISHER/OWNER: Redpin Publishing EDITOR: Cat Wood ADVERTISEMENT MANAGER: Briony Simpson FREQUENCY: 3 Issues per year GEOGRAPHICAL COVERAGE: UK and Overseas COVER PRICE/SUBSCRIPTION: Subscription only. Three issues £20.00 TARGET READERSHIP: For anyone serious about breeding and producing British bred sport horses and ponies CIRCULATION/HITS/VIEWING FIGURES: On average between 20003000 copies ABC AUDITED: No

PUBLISHER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Briony Simpson FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: East Anglia COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 9,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Each issue is full of local news, reports, fabulous giveaways, training advice, and events

KEY EDITORIAL FEATURES: This specialist title contain interviews with high profile riders and breeders, industry news, including reports on pivotal events such as the Futurity, as well as competitions, stallion gradings, and mare and youngstock shows both at home and abroad ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.bef.co.uk TELEPHONE CONTACT: +44 (01380) 730888

PUBLISHER/OWNER: Equestrian Life EDITOR: Louise Graham ADVERTISEMENT MANAGER: Zoe Molesworth FREQUENCY: Monthly COVER PRICE/SUBSCRIPTION: £2.70 TARGET READERSHIP: Leisure riders and competition riders from riding club to professional CIRCULATION/HITS/VIEWING FIGURES: Average of 15,000 monthly ABC AUDITED: No CIRCULATION AREA: East Midlands, Yorkshire & North and the South West KEY EDITORIAL FEATURES: Wide ranging topical and seasonal features for the discerning horse owner

ADVERTISEMENT OPPORTUNITIES AND RATES: Available from media pack on request WEBSITE: www.equestrianlifemagazine.co.uk TELEPHONE CONTACT: Zoe Molesworth 01949 851555

EQUESTRIAN PLUS PUBLISHER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Jo Harrow FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: North of England COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 9,000 ABC AUDITED: No

HORSE DEALS KEY EDITORIAL FEATURES: Available free from local tack shops and feed merchants or viewable online, each month is packed with local news, reports, top training articles, competitions and events for the region ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card TELEPHONE CONTACT: +44(01380) 734355

EQUESTRIAN TRADE NEWS PUBLISHER/OWNER: Equestrian Management Consultants EDITOR: Liz Benwell ADVERTISEMENT MANAGER: Nicki Lewis FREQUENCY: Monthly COVER PRICE/SUBSCRIPTION: Free to BETA members & UK retailers, also available on subscription TARGET READERSHIP: Mailed to BETA members, saddlers, retailers, feed merchants & subscribing overseas retailers manufacturers, wholesalers, agents & distributors CIRCULATION/HITS/VIEWING FIGURES: 5,500 – 9, 000 dependent on issue ABC AUDITED: No CIRCULATION AREA: UK and overseas

www.equestriantradenews.com

KEY EDITORIAL FEATURES: AMTRA accredited SQP CPD worming features, clipping & accessories, Clothing – leisure & riding wear, Feed & Supplements, Finest saddles, Best of British & Focus Europe and much more ADVERTISEMENT OPPORTUNITIES AND RATES: FP colour £1,320, HP colour £825, qtr colour £460, classified available & inserts carried WEBSITE: www.equestriantradenews.com – email to sign up to receive ETN’s e-newsletter TEL: Nicki Lewis 01937 582111 EMAIL: info@equestriantradenews.com

PUBLISHER/OWNER: Bauer Media ADVERTISEMENT MANAGER: Ben Ferguson FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3.80 TARGET READERSHIP: People who are serious about buying & selling anything equine. Features thousands of horses & boxes for sale with addition editorial features & expert comments covering all levels & disciplines CIRCULATION/HITS/VIEWING FIGURES: Website – 90,249 unique users / over 2.094m page impressions.

Magazine – 10,000 ABC AUDITED: No

KEY EDITORIAL FEATURES: Timely & targeted monthly features with advertorials & Trade Talk’s available ADVERTISEMENT OPPORTUNITIES AND RATES: On page advertising (display & classified), sponsorships, advertorials & inserts.

Online opportunities include e-newsletters, solus emails, video hosting & competitions. Please contact the advertising team for rates.

WEBSITE: www.horsedeals.co.uk TELEPHONE CONTACT: 01733 468000

HORSE SCENE MAGAZINE PUBLISHER/OWNER: MCL Publishing EDITOR: Pascale Armitage ADVERTISEMENT MANAGER: Caroline Ludkin FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: From leisure riders to top professionals, Horse Scene targets everyone equestrian in all disciplines CIRCULATION/HITS/VIEWING FIGURES: We monitor pick-up rates to ensure our national distribution of 53,000 copies is targeted effectively. Horse Scene is picked up free from the shelf/counter within 48hrs of delivery due to its popularity – Making sure your advert is not left sat on the shelf

ABC AUDITED: No KEY EDITORIAL FEATURES: Editorial is free to all our advertisers and we guarantee our full support and commitment to you and your brand. Contact us for our editorial features list. Buyers guides, advertorials, competitions and sponsorships are also available ADVERTISEMENT OPPORTUNITIES AND RATES: Compare our rates with other equestrian titles – there is no other way to reach 150,000 readers every month for less. Free advert design, free social network support and huge discounts are available.

WEBSITE: www.horsescenemagazine.co.uk TELEPHONE CONTACT: 01274 878755

EQUESTRIAN TRADE NEWS JUNE 2012 31

ADVERTISEMENT FEATURE

THE NATIVE PONY MAGAZINE

RIDGEWAY RIDER

PUBLISHER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Briony Simpson FREQUENCY: Bi-Monthly GEOGRAPHICAL COVERAGE: UK and Overseas COVER PRICE/SUBSCRIPTION: £3.50 Subscription six issues £20.00 by card/cheque/Direct Debit TARGET READERSHIP: The Native Pony Owner/Rider/Breeder CIRCULATION/HITS/VIEWING FIGURES: 4750 ABC AUDITED: No KEY EDITORIAL FEATURES: The Native Pony magazine is the only magazine for

PUBLISHER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Briony Simpson FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: South West COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 10,500 ABC AUDITED: No KEY EDITORIAL FEATURES: Since 1995 Ridgeway Rider has been at the heart of the equestrian community for the South

native pony enthusiasts and offers them a voice both nationally and internationally. Packed with quality articles, news, reports and features, the magazine promotes the versatility and uniqueness of our native breeds ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.thenativepony.com TELEPHONE CONTACT: +44(01380) 734374

RIDSPORT

PEGASUS PUBLISHER/OWNER: Media Express Ltd EDITOR: Nick Salmon ADVERTISEMENT MANAGER: Elaine Smith FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: Kent, Sussex, Surrey, Sussex, Essex and East Hampshire COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: Horse owners and riders from all disciplines CIRCULATION/HITS/VIEWING FIGURES: 25,000 ABC AUDITED: No

West. It is well known for its informative training articles, local reports, topical features and an extensive events diary. Available from local tack shops and feed merchants, it is supported by its own dedicated website and Facebook Page ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for rate card WEBSITE: www.ridgewayrider.co.uk TELEPHONE CONTACT: +44 (01380) 734363

KEY EDITORIAL FEATURES: Features list available from website ADVERTISEMENT OPPORTUNITIES AND RATES: Rate card available from website WEBSITE: www.pegasusmagazine.com TELEPHONE CONTACT: Nick Salmon / Elaine Smith 01233 628496

PUBLISHER/OWNER: Tidningsaktiebolaget Ridsport EDITOR: Lena Sellman ADVERTISEMENT MANAGER: Sussi Tornberg FREQUENCY: Every second week.

RIDSPORT has also a magazine, Ridsport Special, which comes twice a year, spring and autumn GEOGRAPHICAL COVERAGE: Sweden and some overseas COVER PRICE/SUBSCRIPTION: 48 SEK TARGET READERSHIP: Riders in all disciplines, breeders, instructors and trainers, entrepeneurs, professional staf, competition organizers, horse owners, horse club members – all kind of dedicated and active horse and pony people

CIRCULATION/ HITS/VIEWING FIGURES: 100.000 readers KEY EDITORIAL FEATURES: News, competitions, breeding, horsemanship, products, equipment, stable solutions, veterinary topics, training and education, international issues, equestrian portraits, discussions WEBSITE: www.tidningenridsport.se TELEPHONE CONTACT: +46 156 132 40

SCOTTISH RIDER PUBLISHER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Jo Harrow FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: Scotland COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 7,500 ABC AUDITED: No KEY EDITORIAL FEATURES: Dedicated to giving an engaging reader experience with informative topical features, essential local news and information, a

comprehensive events diary, thoughtful editorial content and diverse training articles. Scottish Rider gives advertisers the flexibility of advertising with their 'local magazine' but also having the option to target specific regions with our portfolio of regional magazines.

ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.scottish-rider.co.uk TELEPHONE CONTACT: +44(01380) 734377

SHOWING WORLD PUBLISHER/OWNER: Robin Aldwood Publications Ltd EDITOR: Sandy Wooderson ADVERTISEMENT MANAGER: Tracy Robinson FREQUENCY: Bi-monthly, six issues per annum COVER PRICE/SUBSCRIPTION: mailed free and direct to members of the National Pony Society, Coloured Horse and Pony Society, British Show Horse Association, Ponies Association UK, British Show Pony Society and Veteran Horse Society – Showing. Also on subscription TARGET READERSHIP: Professional producers, breeders, studs, home producers, owners, competitors, judges, show organisers

32 JUNE 2012 EQUESTRIAN TRADE NEWS

CIRCULATION/ HITS/VIEWING FIGURES: 15,000 members ABC AUDITED: No CIRCULATION AREA: National KEY EDITORIAL FEATURES: Show reports, profiles, news, competitions, special features and product news ADVERTISEMENT OPPORTUNITIES AND RATES: Rate card available on request; inserts are available WEBSITE: www.showingworldonline.co.uk TELEPHONE CONTACT: 01449 722505/05601 310216

www.equestriantradenews.com

SOUTH EAST RIDER PUBLISHER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Bryony Barraclough FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: South East COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 10,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Committed to equestrianism in the South East. South East Rider has a diverse mix of show

WELSH PONY & COB SOCIETY NEWS reports, fascinating topical features, training articles, local news and it is complimented online with its own dedicated website and Facebook Page ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.southeastrider.co.uk TELEPHONE CONTACT: +44(01380) 734370

PUBLISHER/OWNER: Redpin Publishing EDITOR: Anna Prytherch ADVERTISEMENT MANAGER: Claire Riley FREQUENCY: Next issue Autumn 2012.

Frequency in 2013 to be announced GEOGRAPHICAL COVERAGE: UK and Overseas COVER PRICE/SUBSCRIPTION: Welsh Pony and Cob Society’s membership magazine TARGET READERSHIP: Welsh Pony and Cob Society Members CIRCULATION/HITS/VIEWING FIGURES: Delivered to all 8,000 members of the Welsh Pony and Cob Society

ABC AUDITED: No KEY EDITORIAL FEATURES: Founded in 1901, the Welsh Pony & Cob Society is the largest of Britain's Native Breed Societies. Filled with essential information for members including; reports, news, competitions, show dates, and showing rules and regulations ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.wpcs.uk.com TELEPHONE CONTACT: +44 (01380) 730888

TRADE SUPPLIERS DIRECTORY PUBLISHER/OWNER: Equestrian Management Consultants Ltd (a wholly owned subsidiary of BETA) EDITOR: N/A ADVERTISEMENT MANAGER: Jennifer Dalton FREQUENCY: Book version available biannually & available online 24/7 GEOGRAPHICAL COVERAGE: National & international business listing COVER PRICE/SUBSCRIPTION: Book version – UK: £16.00; Europe: £18.50; Rest of World: £20.50. Online version – access free of charge by login (username & password) TARGET READERSHIP: Retailers in equestrian, pet and country sectors CIRCULATION/HITS/VIEWING FIGURES: Book version – 3000 +

Online version – 70,000 + Visitors ABC AUDITED: N/A KEY EDITORIAL FEATURES: Supplier business listings in equestrian, pet & country sectors ADVERTISEMENT OPPORTUNITIES AND RATES: Book version: Full Page: £1360; Half Page: £850.00; Quarter Page: £475; Eighth Page: £299; Logo: £98. Online version: Category Headline Banner: £350; Category Side Banner: £295; Gold Listing: £95; Silver Listing: £80 WEBSITE: www.britishequestriandirectory.com TELEPHONE CONTACT: +44 (0)1937 582111

WELSH RIDER PUBLISHER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Claire Riley FREQUENCY: Monthly GEOGRAPHICAL COVERAGE: Wales COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 7,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Welsh Rider is committed to connecting the equestrian community throughout Wales.

Every month is packed with a varied range of reports, thoughtful editorial,

local news and enlightening training articles. Welsh Rider is the essential read for active riders wanting to keep up with their local equestrian scene, and gives advertisers the flexibility of advertising locally or getting national coverage with our portfolio of regional magazines ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.welshrider.co.uk TELEPHONE CONTACT: +44(01380) 734353

PUBLISHER/OWNER: Bauer Media EDITOR: Julie Brown ADVERTISEMENT MANAGER: Ben Ferguson FREQUENCY: 4 weekly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3.80 TARGET READERSHIP: Readers are dedicated horse owners & lovers who rely on the magazine for up to date information on how to be a better rider & get the best from their horse. The magazine & website have the best celebrities & contributors delivering advice, features, videos and step-by-step guides on riding, horse care, gear and product reviews CIRCULATION/HITS/VIEWING FIGURES: magazine – 28,126 ; website – 87,069 unique users / 342,000 page impressions ABC AUDITED: Yes CIRCULATION AREA: Xx KEY EDITORIAL FEATURES: Supplements include annual Spring Gear Guide, Autumn Gear/Rug Guide, Feeding Guide, Calendar & new Buying a Horse Special ADVERTISEMENT OPPORTUNITIES AND RATES: On page advertising (display and classified), sponsorships, inserts & more creative options such as gatefolds, tipons, cover mounts etc. Online opportunities include enewsletters, video hosting and competitions WEBSITE: www.yourhorse.co.uk TELEPHONE CONTACT: 01733 468000

TV HORSE & COUNTRY TV PUBLISHER/OWNER: H&C TV Ltd MANAGING DIRECTOR Richard Burdett HEAD OF PROGRAMMING: Jonathan Rippon ADVERTISING MANAGER: Mary Bisco BROADCAST HOURS: 7 days a week DISTRIBUTION: 10.5m UK homes on Sky Channel 280 PRICE TO VIEWER: Free to all Sky TV subscribers REACH: 500k+ viewers per month AUDITED: Yes, by the Broadcasters' Audience Research Board OTHER MARKETS: Horse & Country TV is distributed in Ireland, Holland and Malta KEY EDITORIAL FEATURES: Top national & international sports (e.g.

Badminton, Global Champions Tour, FEI World Cup, Argentine Open Polo), personality focused shows (e.g. Carl & Charlotte: Dressage Superstars, Getting to Greenwich, Top Marks), documentary series, news and magazine shows ADVERTISEMENT OPPORTUNITIES AND RATES: £2,195 for a month long campaign of 112 thirty second spots. Many of our programmes are available for broadcast sponsorship. Contact Mary Bisco on 01633 647 951 for details WEBSITE: www.horseandcountry.tv

WEB www.britishequestriandirectory.com PUBLISHER/OWNER: Equestrian Management Consultants Ltd (a wholly owned subsidiary of BETA) EDITOR: N/A ADVERTISEMENT MANAGER: Jennifer Dalton FREQUENCY: Available online 24/7 GEOGRAPHICAL COVERAGE: National & international business listing COVER PRICE: Accessible free of charge (login required for TSD area) TARGET READERSHIP: BED section: End users in the equestrian, pet & country sectors TSD section: Retailers in equestrian, pet and country sectors Hits/Viewing Figures: 70,000 + Visitors ABC AUDITED: N/A KEY EDITORIAL FEATURES: Business listings in equestrian, pet & country sectors ADVERTISEMENT OPPORTUNITIES AND RATES: Category Headline Banner: £350; Category Side Banner: £295; Gold Listing: £95; Silver Listing: £80 WEBSITE: www.britishequestriandirectory.com TELEPHONE CONTACT: +44 (0)1937 582111

www.equestriantradenews.com

ADVERTISEMENT FEATURE

YOUR HORSE

A recipe for home-made success Rounding up calves, canine company and a lunchtime ride to seek inspiration can be part of your daily routine when you’re a PR and marketing consultant working from home. Deborah Hayward finds out more. . .

S

arah Shephard runs her PR consultancy, Bright Bay PR – named after her horse Merlin – from a pretty smallholding in a remote part of north Suffolk. She can watch her horses grazing from the windows of the office she shares with her three dogs, a standard poodle and two terriers.

“They have their own bed at the side of the radiator and one Sarah Shephard: business is chooses to sit under the cubbyhole of my desk, which is very named after her handy for keeping your feet warm in winter,” said Sarah. horse Merlin.

Sarah provides PR support for companies such as Spillers and Pfizer. “Being at home is so conducive to working, which really gives a client more bang for their buck, as you don’t have any of that ‘let's get a quick cup of coffee and chat about what we watch on television’ scenario," she said.

After doing her horses first thing, Sarah is usually at her desk by 8am. “If I get plenty done in the morning, I might take an extended lunch break to go for a ride, where I often think up my best press release headlines or first paragraphs," she confessed.

"Because I work in a horse-related environment, it puts me right back in touch with the sharp end – who I am trying to communicate with and why. It really allows me to think with clarity about what I’m trying to get across.”

Sarah’s home-office also means she's on hand to help her husband Mike with the couple’s livestock. “We have Red Poll cattle and last year two bull calves needed to be castrated. The vet was on his way, so I left my computer to help Mike bring them in.

“The vet arrived early to find us both running around the field together – we must have looked an hysterical sight!

"After the job was done, he told us about a Defra initiative whereby, if we sat down for an hour to go through various methods of castration and then completed a short questionnaire, we would be awarded a calf castration certificate each. It arrived the other day, and I’m mighty proud of it!”

B

eing able to bounce an idea around is more of a challenge when you work alone in your home-based office, but Lauren Barber, of Kent-based G-Gee PR & Marketing, has discovered that social media is the key to unlocking this creative dilemma.

“If you’ve got an idea and you’re not sure how to tackle Lauren Barber: social media something, having lots of friends in the industry is a tremendous keeps her help," she said. “So is social media, with Twitter and Facebook connected. making you feel much more connected with the world."

Technology plays a key role in helping the PR consultant to stay abreast of rapidly changing client schedules. “With phones and Blackberries, iPhones and iPads, you’re never far away and I’m able to keep track of things even when I’m not in the office," said Lauren.

“I don’t feel in any way isolated, as I know that I can pick up the phone or drop an email and I’ll have instant responses – all without the hassle of office politics.”

Running your own business is hard, but Lauren, who represents clients such as Carrots UK, Nedz, Ariat and Horslyx, feels the positives far outweigh the negatives and she would never go back to working in London.

“I tend to work from 7am to 4pm so that I can go for a ride at the end of the day. Some people automatically assume that, just because you are based at home, you don’t work very hard, which I find quite frustrating, as I probably work harder because there is such a passion and commitment to having your own business.”

A

shley Rossiter, of Mirror Me PR, believes that the changing face of the business world will one day see an increase in the number of professionals working from home, such as those operating in PR and marketing.

“In many industries, especially the creative sector, working from home is becoming the norm and people's perception of this is Ashley Rossiter: gradually changing,” she said. “With technology now allowing us perhaps in the future we won’t to work remotely from the office base with ease, perhaps in the even have offices. future we won't even have offices.”

www.equestriantradenews.com

With clients including Dressage Deluxe, Aloeride and Kentucky Horsewear, Ashley feels that the size of a home- operated PR business is a definite strength rather than a weakness.

“A company that works from home is probably going to be smaller than that in the city and is able offer a bespoke, personalised service," she said. "This includes working into the wee hours when needed.

"Although many journalists do tend to stick to office hours, some do work longer and I can often find requests emailed to me during the evening and weekend, which are often easier to action straight away rather than waiting until the morning.

“I also believe that the look and feel of the business environment is key to the work you produce. If I want to decorate the office or put a massive canvas piece of art up on the wall, I can. The ultimate benefit of working from home is being able to create a comfortable, yet inspiring space compared with serviced offices, which often feel soulless and empty.”

K

athy Carter, founder of Sirenia Press Solutions, says she has never had a problem with getting down to work but admits that she often forgets to do simple tasks such as taking a loo break or drinking enough. “My husband despairs of my diet, as apparently bacon bits and Haribo don’t constitute a proper lunch,” she said, with a laugh.

Kathy Carter: A former deputy editor of Horse magazine, Kathy set up her PR keeps flexible hours to cater for and marketing company in 2007 from her home in Kent, then international clients. moved house – while remaining in the same county – specifically to find a larger office. Her clients include RS-tor and Asmar Equestrian.

“I have often thought about working from a separate office, but everything I need is it at home," she said. " My office is cosy, I have lovely views from my window, my dog sleeps here in his bed and keeps me company, plus I now have plenty of space for a colleague who comes in on a part-time basis.”

Regular nine-to-five days are foreign to Kathy, because many of her international clients are a few hours behind us, so working a later day has its uses.

“The best thing is that you can make your hours work for you," she said. "I start mid-morning because I have to ride my horse and walk the dog first.

"Equally, I can also work weekends and evenings if there’s something I need to do in the week or I have appointments. It’s a really flexible way of working and, as I use email a great deal, it doesn’t matter if I keep odd hours.”

GOLDEN RULES FOR WORKING FROM HOME • Keep strict boundaries to prevent non-working friends calling round for a coffee.

• Make sure partners, kids and pets know when the office door is closed – it’s closed for a good reason . . . you’re working!

• Pick up the phone, rather than emailing all the time – even peace-loving PR’s need to break the silence, as working from home can get lonely.

• If you’re caught riding your horse or picking-up a few groceries in the supermarket – own up with pride! Everyone deserves a break and the background noises are a dead give-away.

• Dressing down is fine for a day in the office, but don’t forget to look the part for video conferences – on the top half at least.

• Conceal your annoyance when the washing machine repairman expresses surprise at finding you at home, silently implying that you’re a bored, gin-drinking, daytime TV watching housewife.

• Don’t stint on comfort and heating, as you can’t work properly without it.

And think what you’re saving on fuel now that you no longer commute!

• Try to take a proper lunch break – but if you must eat at your computer – avoid crisps, apples and toffees, just in case the phone rings.

• If you listen to the radio for background noise, remember to turn it down before answering the phone. ‘We are the cheeky girls’ is not the best way to greet your clients.

• Make the most of it and enjoy working from home!

EQUESTRIAN TRADE NEWS JUNE 2012 35

PR jargon busting When it comes to promoting your products and services to the equestrian consumer, it pays to know your editorials from your ad. features, says Tim Smith of leading equestrian PR and Marketing agency TSM. Public relations (PR) provides a business or individual with exposure to their audiences, such as horse owners, using topics of interest and news items. The aim is to promote products, services and news to end users and a wider related audience. Common activities involving PR can also include speaking at conferences, winning industry awards, working with the press and employee communication.

Good PR in action: a great looking spread created by TSM which gives readers useful advice, exposes the client’s brand and enables the magazine to feature a top celebrity rider.

Editorial is a story or feature piece usually written by the editorial staff of a newspaper or magazine. Editorials can often reflect the opinion of the publication and will in many cases take the form of a ‘hard-hitting’ news story. Editorial will usually appear in the early part of an equestrian magazine, with product related features, competitions, giveaways and event reports following later on.

Advertorial differs from traditional advertisements in that they are designed to look like the articles that appear in the publication. Most publications will not accept advertisements that look exactly like stories from the newspaper or magazine they are appearing in. The differences may be subtle and a disclaimer, such as the words "advertisement feature” may or may not appear. The tone of the advertorial is usually closer to that of a press release than of an objective news story, and they are of course a paid-for piece of communication. Many newspapers and magazines will assign staff writers or freelancers to write advertorials. A major difference between regular editorial and advertorial is that clients usually have content approval of advertorials, a luxury usually not provided with regular editorial.

Advertisement features usually relate to one specific topic such as tack and saddlery or feeding the competition horse and so on. The editorial team will in most cases take relevant product information and imagery, and this may also be supported with a paid-for advert.

Advertisement is a form of communication used to encourage or persuade an audience to continue or take some action. Most commonly, the desired result is to drive consumer behaviour with respect to buying products and services. Paid for advertising is also used for brand awareness and general promotion but in the long term, the aim for all businesses is to grow their sales.

In-house PR usually involves a PR manager working solely for the one company, managing its PR strategy and often working on all marketing aspects too. The in-house PR’s role includes writing product and news press releases, developing features, working with any sponsorships or riders and events, placing competitions and giveaways.

Agency PR when businesses don’t wish to employ a full time PR manager most will turn to an agency such as TSM. The agency role is very similar to that of the in-house PR manager with the client and agency agreeing the level of support required. This can be anything from acting as the company’s marketing manager - carrying out all aspects from PR to media 36 JUNE 2012 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Ad hoc projects might include promoting a show or event for a set period, eg the last three months in the run-up to the date, or may require an agency simply to work for a time on launching a product or brand which can then be taken back inhouse once everything is up and running.

PR retainer is what some businesses prefer and so pay a monthly retainer to keep their PR team on full time, tapping into their experience and advice.

Promotional tools include ‘tried and tested’ features (where products are sent to magazines for staff to test and write about), rider sponsorship, events to increase brand awareness, product endorsement and competitions and giveaways where prizes are provided to help gain exposure in the press.

There’s no quick fix to marketing and growing your business; but by using the promotional vehicles as described above, you will at least be working towards developing a more high profile company, brand and range of products or services. t Tim Smith at TSM 01724 784600.

PR AGENCIES APPALOOSA AGENCY BRIEF PROFILE: Appaloosa is a full service creative marketing agency focusing exclusively on the equine market. We offer creative design in both print and web publications, ranging from advert and brochure design and production through to website design, promotional videos and TV advertisements. As well as creative services we also offer full marketing support and strategies including social media support.

KEY PEOPLE: Founder Duncan Hotston and Communications Manager Alice Permain head up a team of highly skilled marketers, creative & graphic designers, web developers & copywriters.

CURRENT CLIENTS: We work with a range of equestrian

EQUINE EVENTS PR BRIEF PROFILE: Equine Events & PR, the hub of inspirational management, creative equestrian marketing and powerful PR. With a flexible approach and exciting skill set we create and secure opportunities for both riders and equestrian brands. Services include sponsorship negotiation, digital campaigns & media planning, event organisation, graphic & website design. In addition our team is complimented by a full video production crew and advanced editing suite enabling us to deliver creative and punchy videos that strike the perfect balance between engaging your audience, and driving your corporate message home.

KEY PEOPLE: Jo Warrilow (nee Metcalfe) & Claire Allmett.

companies of all sizes including FEI, Saracen Horse Feeds & Point Two Air Jackets.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? As someone who’s involved in the equestrian market, you know that your sector has special and distinctive needs. Therefore it is logical to work with an agency that understands those needs. Because of our indepth knowledge and experience in the equestrian industry, we can apply our marketing experience more effectively for you. The result: more impact for your marketing, a higher profile for your company – and increased sales and profitability.

CONTACT: 05601 274345, info@appaloosaagency.com, www.appaloosaagency.com

CURRENT CLIENTS: Emile Faurie, Anna Ross Davies, Horse World Live, James Burtwell, , Liz Halliday, Alert I.D / BEIDS, Saddles Direct, Southern Cross Stud, Horse Radar, Hannah Biggs, Fabroc , Cyclo-ssage , Olivia Jones.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? With a straight talking approach our services generate revenue and deliver your message to the end user. As networking specialists with a firm belief that “its not what you say it’s the way you say it”, we bridge the gap from brand to rider to end user with ease and skill.

“Big Ideas, Perfectly Delivered by a Creative team” CONTACT: 07879 448501 jo@equineeventsuk.com claire@equineeventsuk.com

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buying, design work and sponsorship advice - to simply writing and issuing product press releases as and when needed.

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GRAPHIC EVIDENCE LTD

MIRRORMEPR

BRIEF PROFILE: Graphic Evidence is a top creative marketing agency with extensive experience working in the pet and equestrian industry. Since 2003 the Graphic Evidence team has made it their mission to engineer stunning brands, develop engaging websites, produce perfect PR campaigns and design remarkable packaging.

KEY PEOPLE: Adam Arnold, Helen Stock, Joanne Fenwick, Danielle Ward, Stephanie McKee, Jemma Baker, Nick Clarke.

CURRENT CLIENTS: The Animal Heath Company (Grooms Choice, Health & Herbal, NoBute, OzOil, StableZone), Andrew Gould, Charles Owen, EAF (BedSoft, HaySoft), Eyehorn Farm, HorseQuest, HorseRadar, HorseWorldLive, Ingatestone Saddlery Centre, Mansfield Sands, MSD Animal Health (Cobactan, Cosequine, Coopers, Panacur, Pyratape, StrepE, Vectin, Zylkene), Sharon Hunt.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Graphic Evidence can help in more ways than one; we are a full-service marketing agency whose ideas and creativity don’t just lie in branding or PR. We offer expert advice and services with all forms of marketing, from social media and web development to ad campaigns and media planning. Graphic Evidence, ensuring what the world sees and hears makes our clients look and sound outstanding.

CONTACT: 01277 890900 www.graphic-evidence.co.uk

BRIEF PROFILE: MMPR is a public relations agency specializing in equestrian and lifestyle brands. A small agency, based just outside of London, we are big on creating an exciting buzz about our clients – part of our huge success when it comes to achieving great editorial.

KEY PEOPLE: Ashley Rossiter MD CURRENT CLIENTS: Dressage Deluxe, Golly Galoshes, Aloeride, Kentucky Horsewear, Debbie Fuller Photography, Timothy Foxx and Shadow Horse.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Ashley Rossiter, whose previous freelance PR experience over 11 years included working with brands such as Saracen Horse Feeds, Net-Tex, Bucas, Amerigo and Snuggy Hoods, set up MMPR in 2011. From straightforward print media, through to managing sponsored riders and social media, MMPR is rapidly gaining a reputation for being a professional, friendly and efficient agency that deliver on all levels. With a diverse collection of clients, Ashley amalgamates her past careers as a successful celebrity and fashion stylist, mainstream journalist and TV presenter and adds her experience as a horse owner, rider and competitor to bring an unrivalled personal service.

CONTACT: 01932 229414 www.mirrormepr.co.uk

SAM FORREST PR HOLDSWORTH PR BRIEF PROFILE: Formed in 2001 by Rachael Holdsworth, a knowledgeable horsewoman who has worked in the equestrian industry as a marketing professional for over 20 years, Holdsworth PR can provide a broad spectrum of marketing support for companies and organisations in the equestrian and rural sectors.

KEY PEOPLE: Rachael Holdsworth, Senior Consultant; Jenny Viner, PR Assistant CURRENT CLIENTS: Absorbine/W. F. Young, Inc.; American Thoroughbred Products Limited; British Equestrian Federation; Endurance GB; Equestrian Vision; Fodder Solutions; South Essex Insurance Brokers.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Our knowledge and experience as well as an extensive network of media contacts enable this agency to create a wide variety of opportunities for exposure in print, broadcast, online and social media. We can also manage your advertising schedule to a specific budget, create ad copy or artwork, run special product launches and promotional campaigns, offer copy writing services, newsletters, sponsorship and customer incentives. Using interesting and relevant promotional activities, we can develop and implement successful campaigns that will deliver your message to your target audience, increasing awareness, raising your profile and supporting sales growth. If you have a marketing idea, we can help you turn it into reality.

CONTACT: 01903 892060.

BRIEF PROFILE: Established in 1993, Sam Forrest PR provides pro-active, day-to-day, strategic public relations and marketing for a wide range of clients. Our equestrian division based in Cheltenham covers international media and brand development into overseas territories.

CURRENT CLIENTS: Amerigo, ArcEquine, Bucas, Cavallo, Classic Dressage, Equipe, Fleck, Gainfield, Gersemi, Horse & Country TV, Konig, Net-Tex, Saracen Horse Feeds, Schwenkel, Spanish Riding School, Sprenger, Veredus and Zebra Products.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Equestrian PR is an extremely powerful marketing tool and when completed with precision and imagination it can be utilised to deliver a hugely beneficial impact. We provide equine industry writing, marketing, and PR services along with rider management and sponsorship to help all manner of equestrian related businesses or people to reach their goals.

We believe that being noticed is only worthwhile if it’s by the right people.

Our knowledge of the industry and relationships with the media allow us to effectively target the right people at the right time and through the right mediums.

We also have a fashion, lifestyle and entertainment division. For further details please contact us.

CONTACT: 0845 521 3128 www.samforrestpr.co.uk

TIM SMITH MARKETING LTD (TSM) INDEPENDENT EQUINE BRIEF PROFILE: Independent Equine is a unique business offering science based nutritional support with expertise in PR and marketing.

ABOUT US: Headed by Hermione Perry MSc who has worked in the supplement industry for 13 years with NAF and as Manager for Brinicombe Equine.

HOW INDEPENDENT EQUINE HELP YOUTR QUESTRIAN BUSINESSES SUCCEED? • Proven expertise in product development & nutrition.

• Professionally written articles for magazines and brochures to promote your products.

• Updating your website and social media to reach new customers.

• Managing PR and advertising campaigns.

• Supplementing your staffing needs to ensure targets and deadlines are achieved.

Independent Equine has a flexible approach and can offer support on either a one-off or on-going basis. A few hours of their time can make a big difference to your business. They offer affordable solutions tailored to meet your needs.

CONTACT: For further information please call 01363 877876 or email hermione.perry@btinternet.com

38 JUNE 2012 EQUESTRIAN TRADE NEWS

BRIEF PROFILE: Based in North Lincolnshire, TSM was launched in 2002 and is one of the leading names in equestrian PR and Marketing. A full service agency, the team provide all aspects of PR, marketing plans and concepts, brochure design, advertising creative, website design, e-marketing and media planning.

KEY PEOPLE: The team at TSM includes Tim Smith, Becky Taylor, Claire Hogarth and Joanna van den Bos. They have many years experience between them across a wide range of sectors and are longstanding marketing and PR professionals. All own horses, ride or have a wealth of equine knowledge to bring to the party, providing clients with expert advice and guidance to help them build and market their business and brands.

CURRENT CLIENTS: Clients includes a wide range of equestrian, pet and country sports brands as well as event promotion and management. These range from clothing to health care, horse feed, saddlery, horseboxes, dog food, bedding and retail clients.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Commercial reality is a driving force at TSM with the team keen to help clients grow their business and increase sales. Awareness, promotion and publicity are key but it is sales and profit that lead to long term growth and development.

CONTACT: 01724 784600, www.timsmithmarketing.co.uk tim.tsmltd@btconnect.com

www.equestriantradenews.com

BUSINESS BUILT BY ASSOCIATION! Here’s what members have to say about some of the benefits…

B

ETA has been supporting the equestrian industry for more than 30 years. Today, it represents 800-plus retailers, manufacturers and suppliers, supporting them in their quest to become more profitable and professional.

Members are offered a wide range of benefits. Here is a handy reminder of some of them…

Trade member benefits include: ✓ Free use of the BETA symbol. ✓ Reduced exhibitor rates at BETA International. ✓ A free monthly copy of leading trade title ETN. ✓ Free advice service. ✓ Free summary of the BETA National Equestrian Survey and discounts on the full survey. ✓ BETA lobbying on members’ behalf at national and European level. ✓ A place on BETA-led trade missions to overseas trade fairs, along with funding when available. ✓ Information and advice on export. ✓ AID Fuel Card Scheme. ✓ Discounted card processing rates from HSBC /Global Payments. ✓ Preferential insurance rates through SEIB. ✓ Access to business support helpline via Croner. ✓ iPhone app to help locate the nearest BETA member retailer. ✓ Free helpline for employment law or health and safety issues. ✓ Discounted RAC membership.

Retail member benefits include: ✓ A travel subsidy worth £50 for visitors to BETA International. ✓ Free prize vouchers for local shows worth up to £100. ✓ Free use of the BETA logo and badge. ✓ Free summary of the BETA National Equestrian Survey. ✓ Preferential insurance rates through SEIB. ✓ EPoS systems offering savings of up to 10 per cent. ✓ Discounts on business training courses. ✓ Business support helpline. ✓ Discounted card processing rates from HSBC /Global Payments. ✓ AID Fuel Card Scheme. ✓ Reduced advertising rates in both the Yellow Pages and Thomson directory. ✓ iPhone app to help locate the nearest BETA member retailer. ✓ Free helpline for employment law or health and safety issues. ✓ Discounted RAC membership.

CONTACT TINA ROGERS AT BETA: Tel: 01937 587062 Website: www.beta-uk.org or email us at tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW www.equestriantradenews.com

BETA SAFETY COURSES BETA offers a range of training courses at different times of the year and at various locations throughout the UK and Ireland, covering hat and body protector fitting, lorinery and SQP qualifications.

Kelly Smith, of Dobbins Clobber, Stokenchurch, Buckinghamshire, has been on both the lorinery and safety courses: “The courses have made a big difference to us – it has been fantastic. We display a BETA sticker on our door and our safety certificates are on the wall, which encourages people to come in and have a hat properly fitted – particularly those who have just started to ride or people wanting a hat for their children.”

BETA BUSINESS SUPPORT HELPLINE The BETA business support helpline is provided by Croner, part of the world-renowned Wolters Kluwer Group. It provides in-depth information, advice and practical support on legal compliance in employment and health and safety for businesses.

Tracey Barnbrook, managing director of Mudbuster, found the helpline invaluable: “We have been BETA members since we set up the company in 2004 and used the business support helpline when we had a legal issue. The service was topnotch, honest and straighttalking, and help was given in plain English.”

BETA TRAVEL SUBSIDY A £50 subsidy is available for retail members who visit BETA International for a minimum of two days.

Simon Wetherald, of retailer Bardsey Mills, near Leeds, used the subsidy for the first time in 2010:

“Nothing is more helpful or persuasive than being given £50 to put towards your petrol! The subsidy’s knock-on effect allowed me to enjoy two days at the show instead of the usual one.”

BETA SHOW VOUCHER SCHEME The show voucher scheme helps retail members to forge links with their local equestrian community by providing sponsorship in the form of gift vouchers. Paid-up members can apply for the vouchers, which are available in units of £25 per class – with a maximum value of £100 in any one calendar year from any one member. The vouchers can be redeemed in any BETA retail member’s shop.

Vicki Thew, of Birchalls Riding Shop, Maidstone, Kent, has used the scheme several times over the past few years: “The vouchers work really well for us and we offer them at local shows, regularly supporting the Most Improved Dressage Rider class in the Maidstone and District Riding Club’s event. The winners of the vouchers come into the shop to spend them and buy lots of other things as well!”

BETA-LED TRADE MISSIONS AND UKTI FUNDING BETA can help to secure funding for companies exhibiting at overseas shows, as well as arranging and co-ordinating their visits as part of a main BETA party.

Patrick Keane, of Patrick Saddlery, Walsall, used this service to exhibit overseas for the first time: “Being part of a large BETA group was really good for us, as it made things so easy. We arrived with our saddles to find the shell scheme already up – and that’s a really big help for a small company like mine.”

EQUESTRIAN TRADE NEWS JUNE 2012 39

• Sarah Elphick has joined Spillers’ team

of competition nutritionists and is covering the south of England. Based in Gloucestershire, Sarah is an equine studies graduate who previously worked with Genus Equine and for show jumper Guy Goosen. She enjoys re-schooling retired race horses and currently has a five-year-old called Bethlehem that she hopes to show jump this season.

• Two well known figures in the equine feed industry have moved to

other market sectors. Rebecca Ingram, for 15 years marketing manager at Dodson & Horrell, has moved to Aberdeenshire and joined The Harbro Group of animal feed and milling companies. Meanwhile Simon Parker, former sales and marketing manager with British Horse Feeds, has joined Grantham-based Henry Bell as commercial manager covering sales, procurement and marketing. Henry Bell makes pet food, bird food and micronized cooked cereals.

• NAF’s sales and marketing team has undergone a restructure. Linda Porter, who has worked for the leading supplements supplier for more than eight years, has been appointed head of UK sales and marketing.

Working with Linda as part of an integrated sales and marketing department are three team managers, Lorna George, Tracey Lloyd and Kate Jones.

During her time with NAF, Linda rebranded Superflex and created the Five Star range. More recently she’s been leading NAF’s marketing activity. Commenting on her new appointment, Linda said: “This exciting new role empowers and unites sales, marketing and nutritional developments. Our objective is to exceed the expectations of our customers through product development, service and support.”

NAF’s chairman and founder Richard Cleeve added: “Although we have grown immensely over the years, we have continued to pay close attention to how we all work together as a team to ensure the quality of our products and our service.”

Describing NAF as a “five star company with five star product formulations,” managing director Nigel Oswell declared: “With this new sales and marketing force in place, we’re set for a five star future!”

• Tracey Woods has been appointed sales and marketing manager for Westgate EFI. "I'm very much looking forward to growing the business and working more closely with our retailers," said Tracey who has worked for the distributor for five years.

• Charles Delf, national alternative feeds manager

for Countrywide, set off from the retail chain’s head office in Evesham on a 1,125 mile bike ride to raise funds for Riding for the Disabled (RDA). On his epic cycle, Charles was planning to visit 50 plus Countrywide stores as far afield as Melton Mowbray, Wrexham, Carmarthen and Exeter.

• Claire Lomas, the former event rider who is

now paralysed from the chest down, completed the London Marathon in a robotic suit to raise money for Spinal Research. It took her 16 days.

Claire (32) was supported along the 26 mile route by celebrities including (pictured here) tennis star Tim Henman and his wife Lucy who events. British Eventing (BE) was set to raise funds for Claire’s chosen charity during Badminton. But when the event was cancelled, BE pledged 10% of all sales of its merchandise over the same four-day period. You too can support Claire at www.justgiving.com/Claire-Lomas.

• Annie Hughes is Allen & Page’s new area sales manager for the feed company’s Essex, Suffolk and Kent region. Annie was head girl for event rider Nigel Taylor, then graduated in animal behaviour and animal welfare with first class honours from Anglia Ruskin University, Cambridge. She’s recently been research assistant to Dr Charlotte Nevison of the Equine Research Anglia Group.

• easibed’s Claire Hayward has been promoted to a new role of easi products team leader. With easibed equine bedding and the poultry bedding easichic in her portfolio, Claire manages the sales team of Craig Dasilva and Kate Betteridge.

• Hilton Herbs has recruited two staff following a year of

strong sales described as “brilliant” by managing director Tony Self. Amanda Shaw joins as accounts manager while Abi Perry is the new sales and marketing assistant. The Somerset-based company sells to more than 40 countries worldwide including America, France, Germany and Japan.

• Grandstand Media, organiser of Horse of the Year Show (HOYS), has appointed Sarah Woods as press and communications officer.

Sarah was formerly a sub-editor on Chiltern and Thames Rider magazine.

• A certain Mrs Farrington is now calling on Mountain Horse stockists in the north of England after sales rep Della Street married her fiancé Darren (who served with the Royal Engineers) on 28 April at St John’s Church, Doddington in Cheshire, with 100 guests in attendance. There’s no time for a honeymoon just yet though; Darren is training for this month’s Iron Man Triathlon in June and Della’s on the road with the Mountain Horse spring/summer 2013 collection.

See off those summer pests!

ETN looks at what’s on the market to help your customers combat flies, fleas and other irritating insects.

When creepy crawlies set up camp...

ALTHOUGH populations of flies, lice and other irritating insects can thrive in groups of horses, they do not necessarily become contracted in the same way, says MSD Animal Health.

These parasites can be acquired from the local environment on the yard or simply by hacking through countryside. It seems as though there is really no avoiding these pests. So this begs the question: how do we protect our horses from the chronic itching and rubbing that can result?

A horse’s coat does a great job of providing warmth and protection, but it can also provide an optimum environment for some nasty creepy crawlies to set up camp.

Fleas, ticks and lice are classed as ectoparasites and can thrive on animals by feeding from their skin and blood. The biting louse, Damalinia equi, is commonly found in the mane and tail of horses. It causes the horse to be itchy and damage can be caused by rubbing these areas to ease their discomfort.

Heavily feathered horses can be prone to suffer from infestations and be seen stamping their feet and chewing at their pasterns.

Although the thought of combating these creatures can seem quite daunting, Coopers Fly Repellent Plus can provide horses with powerful armour against fly and louse irritation.

Adult populations of biting lice and viable eggs can be eliminated with a single application of Coopers Fly Repellent Plus and this protection can last for up to three months. However, eggs can take up to two weeks to hatch so a second application after fourteen days can help to prevent a second outbreak.

Licensed to kill Coopers Fly Repellent Plus is the only product licensed to kill and repel flies and the product contains only the highest quality of ingredients.

The component of Coopers Fly Repellent Plus that makes it so effective against parasites is Permethrin. Permethrin is an insecticide that kills flies and lice whilst offering powerful repelling protection against fly bother. Despite its potent effectiveness, horse owners can be assured that Coopers Fly Repellent Plus in gentle on their horse’s skin and coat.

The non-spray formulation of Coopers Fly Repellent Plus means that sensitive areas, such as the face, can be tackled effectively.

The bottle is supplied with protective gloves and a sponge for targeted application.

Coopers Fly Repellent Plus offers owners an effective solution for managing fly and louse irritation in their horses. t Coopers Fly Repellent Plus is available to the trade from wholesalers Battles (tel 01522 529206) and Trilanco (tel 01253 888188).

New and natural PESKY Pest Wash, new from Barrier Animal Healthcare, is a natural, low lathering, norinse wash.

It cleans the coat without striping out natural oils, while it penetrates to help protect, soothe and calm irritated, bitten areas. Frequent use helps to eliminate scurfy, dry areas and maintain healthy skin, hair and coat.

Suitable for equines, deer, goats and large dogs, it’s free from prohibited substances under current FEI and HRA rules and comes in five litre and 500ml containers.

The best way to protect animals against tick-borne diseases is to avoid tick bites, says Barrier Animal Healthcare.

Ready-to-use Tick Control can be sprayed on to deter ticks from attaching themselves to the animal, and can also be sprayed directly onto ticks to release them. With anti-fungal properties, it is gentle on the skin and suitable for use in organic farming systems.

Tick Control is Health & Safety Executive (HSE) approved and free from prohibited substances under current FEI and HRA rules. t Barrier Animal Healthcare 01953 456363.

With bio security in mind NEW Germ Away Body Wash is a barrier control product formulated to kill harmful bacteria in seconds, including those associated with strangles and ringworm.

Germ Away Body Wash is marketed as a preventative care product not a cure, says Simon Lloyd of supplier Fly Away.

“The product has been laboratory tested by Abbott Analytical, consulting scientists to the disinfectant industry,” he told ETN. “The product was initially developed for the human healthcare market ie. hospitals. It’s effective against the bacteria Streptococcus which also causes strangles in horses. Benzalkonium Chloride is an active ingredient used to kill the fungi which can cause ringworm of which Trichophyton is the most common.”

Germ Away body wash, should be diluted in water and the horse washed all over and rinsed. The RRP is £6.49 for 400ml. t Fly Away 01384 877857.

• MSD Animal Health, the manufacturer of Coopers Fly Repellent Plus, has provided the AMTRA accredited SQP CDP feature and quiz in this issue of ETN. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2012 41

Earn CPD points with ETN ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. These quarterly CPD features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine.

AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. The current training period ends on 30 June 2013.

SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points.

How to deter uninvited guests Do your bit to keep dogs, cats and horses free from unwanted guests this summer. By MSD Animal Health.

B

oth indoor and outdoor pets can pick up a range of unwanted parasitic guests as a result of their surroundings. Flea and tick infestations continue to be two of the most common issues in dogs and cats. Although these external parasites are incredibly common, their presence can all too easily be overlooked.

Nevertheless without proper treatment they can result in considerable discomfort, disease and debility for the individual animal and sometimes unpleasant issues for the pet owners too!

That such small parasites can lead to such big problems, including severe allergies, tapeworms, secondary infections, and in extreme cases, death may be a surprise to many. Due to their rapid reproduction rate, ability to infest the indoor and outdoor environment and easy means of escape by jumping, treatment can prove problematic. However, there are a wide range of licensed products currently available on the market that contain key ingredients designed to kill fleas and ticks.

Fleas Fleas are the most common reason for the development of skin irritations in dogs and cats.

There are over 2,000 species of flea in the world, the most common being Ctenocephalidas felis – more commonly known as the ‘cat flea’, that affects both

cats and dogs. Though flea infestations may prove uncomfortable and irritating for any pet, some animals are affected more severely than others. Many pets develop allergies to flea saliva, which is released every time the host animal is bitten. This results in an incredibly itchy and uncomfortable allergic reaction known as flea-allergic dermatitis.

Treated quickly and efficiently flea problems can be overcome, but if left to manifest, especially in warmer weather then infestations can multiply rapidly causing anaemia which may even kill young animals due to the excessive blood loss.

Dipylidium caninum, a tapeworm which can be hosted by fleas, can affect dogs, cats and humans making prevention and treatment vital.

Though flea infestations are seasonal, these parasites have found a way to survive even the coldest of winters – by living in the warmth of our homes! Once upon a time, flea populations tended to decrease dramatically in the colder months providing a welcome reprieve few months for pets and owners. Today, with the modern luxury of central heating, fleas have an ideal environment in which populations of fleas can live and breed all year. Females lay eggs in the dogs coat, which then fall out wherever pets spend time be it living rooms, sofas, kitchens or even beds. Cat and dog fleas

42 JUNE 2012 EQUESTRIAN TRADE NEWS

won’t breed on humans, but they will bite!

Though the life of an adult flea is short, the fleas that die are continually replaced with the ones already developing in their environment; a flea population can multiply at a very rapid rate with forty to fifty eggs laid per day for each single female flea, thus increasing the difficulty of ridding consumer’s pets and homes of these unwanted pests.

There are a number of products on the market that have been designed to kill flea populations within the coats of domesticated animals. These include collars, shampoos, dips, oral medication, injections, powders, sprays and the most popular option – spot-on treatments. However, to provide effective relief from relentless scratching and skin irritation, fleas need to be killed not only on the animal but also in the environment. The greater problem of the flea eggs and larvae in the environment also need to be considered.

Comprehensive coverage can be accomplished with the separate use of a topical product and an environmental spray or alternatively the use of a modern topical flea product that is able to kill flea eggs and larvae in the environment. It is important to be aware that products designed for specific use on dogs must not be sold for use on cats, canine products which contain pyrethroids are likely to prove

harmful when used on cats and specific warnings to this effect should be evident on their packaging.

Worms Tapeworms may be picked up in a number of ways including the pet swallowing fleas whilst grooming, hunting by cats, or feeding uncooked meat. All dogs and cats should be regularly wormed, typically every three to four months with a licensed broad-spectrum worming product that is designed to combat both tapeworms and roundworms.

Some types of tapeworm and roundworms can lead to disease in humans, and children are typically at greater risk. Worming is a vital aspect of consumer pet care as is ensuring that pet faeces do not contaminate public places- important not only for the animals sake but also for human health too.

Equine lice Fleas are not a common affliction of horses but they can become plagued with populations of lice that can spread quickly through groups of horses and yards. Native horses and ponies with long hair tend to be the most affected and they can scratch and rub at affected areas, which can lead to painful sores. The most effective way of easing this is by treating affected areas with a product containing a pyrethroid chemical such as permethrin. In some www.equestriantradenews.com

licensed products, permethrin has been found to kill lice populations and protect horses against further infestations for up to three months.

Ticks One risk from the countryside are the parasites that can be picked up, especially significant are ticks and the potential risks posed by the diseases they can carry. Ticks are blood-feeding parasites that are widespread and can inhabit woodland, scrub and rough moor and grassland.

Often feeding on deer and other wildlife, ticks lie in wait until they detect an animal (or human!) wandering past whereupon they attach and commence feeding until fully engorged with blood. A grisly fact is that an adult tick can ingest as much as 8ml of blood in one meal, so infestations with multiple ticks can be particularly unpleasant.

Although tick infestations are more common in the warmer months, ticks can be encountered through much of the year - even in the UK; they vary in size and appearance depending on the type of tick.

The more frequently seen tick seen on pets in the UK is the “Castor Bean Tick”, an adult tick fully engorged typically looks like a smooth blue-grey wart or bean attached to the skin. Close scrutiny with a magnifying glass however will reveal a set of legs at the skin surface.

Ticks are unpleasant not only because they feed on blood but also because they can carry a range of unpleasant diseases.

Ticks in the UK can sometimes carry Lyme disease, but even as close as France, other serious and potentially fatal tick-borne diseases such as canine babesiois and ehrlichiosis also occur. In extreme cases of infestation the host animal can become anaemic.

Wherever ticks attach it is important to remove them as soon as possible, being careful to ensure that they are removed intact. Never burn them or simply pull them off, as it is all too easy to partially remove them leaving the head or mouthparts embedded in the skin. Tick removal devices make this a far easier procedure and these are available on the market with appropriate advice for consumers on use.

Even with care, physical

• AMTRA (the Animal Medicines Training Regulatory Authority) is an independent body whose task it is to ensure that the marketing and distribution of animal medicines in the UK is undertaken in a responsible manner by AMTRA qualified persons.

• AMTRA maintains registers of qualified persons, including Suitably Qualified Persons (SQPs), authorises training centres for course provision, provides information and advice for registered persons, monitors and accredits continuing professional development (CPD) for SQPs and regulates professional conduct.

• SQPs are permitted under the Veterinary Medicines Regulations to prescribe and supply medicines classified as POM-VPS and NFA-VPS. • For more about AMTRA and becoming an SQP www.amtra.org.uk

ETN CPD Questions SELECT YOUR ANSWERS AND TICK THE BOXES 1. What is the most common species of flea?

2. Name an active ingredient that can be used to treat lice in horses?

3. Name three diseases that can be carried by ticks

removal can still be tricky so taking steps to prevent them attaching is better than cure!

There are some product ranges that are effective against ticks both removal devices and preparations to prevent them.

Some products have a very useful dual action both helping repel these parasites and subsequently killing them.

Useful products that seek to protect dogs against ticks include a collar giving convenient season-long protection, as well as spot-on products, which can be effective for short-term protection. Tick repelling dog collars that contain deltamethrin are particularly effective. because they can provide protection against ticks for up to six months, even when wet!

So do your bit to keep dogs, cats and horses free from unwanted guests this summer.

Recommend licensed products containing the key parasite fighting ingredients that are designed to deal effectively with the summer onslaught from these unwanted guests!

4. What is Dipylidium caninum and how does it infect pets?

5. Up to how long can a deltamethrin-impregnated tick collar provide protection for in dogs?

6. How often is it recommended that most cats and dogs are wormed?

7. How many eggs can a female flea lay in one day?

8. What is the common name of the tick is most frequently found in the UK?

TWO CPD POINTS Full name .....................................................................................

Company name/address ..............................................................

Email ...........................................................................................

Telephone number........................................................................

SQP number ................................................................................

Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW.

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AMTRA CPD explained

EQUESTRIAN TRADE NEWS JUNE 2012 43

In-store adverts, car park disruption and shoplifters...

In the first of a new series, solicitor James Teagle addresses some everyday legal issues facing equestrian retailers.

Q. We have a noticeboard in our tackshop upon which customers are invited to place private advertisements. We don’t charge for this as we view it as a customer service. How would we stand if someone bought a horse from one of these advertisements that turned out to be ‘not as described’? Would there be any comeback on our retail business?

A. Regrettably, disputes between private parties over the suitability of a horse are commonplace. You must ensure that anyone responding to an advertisement on your noticeboard is clear as to the identity of the seller.

Although most advertisements will be clear, to avoid any unnecessary problems I would suggest that you display a disclaimer on the noticeboard which clearly states that the advertisements are neither made by your business nor as agent on behalf of the sellers.

James Teagle is a solicitor specialising in Dispute Resolution for Blacks Solicitors LLP. James advises businesses of all sizes, from public listed companies to sole traders, but has a particular interest in advising small and medium sized enterprises on complex legal issues. Specific areas of expertise include contract disputes, franchise matters, financial services disputes and insurance claims, partnership disputes, professional negligence claims and property-relates issues.

For more information or advice on these and related matters, please contact James Teagle on 0113 2279298 or by email at Jteagle@LawBlacks.com

Q. We paid a photographer to take some photos of our saddlery shop for a feature to be run in a regional magazine. We were offered free editorial, so we felt it was worth paying for some professional photos to illustrate it. The feature and photos duly appeared and we were very happy with it. However, the following month, the magazine used one of the photos with another article they were running which was nothing to do with our shop. Can they do this without asking us or the photographer?

A. The central issue here is copyright.

Nowadays, in the absence of any contrary arrangement, copyright in the photographs will reside with the photographer.

As a starting point, I would recommend that you review the contract made with the photographer

44 JUNE 2012 EQUESTRIAN TRADE NEWS

as that should state whether copyright was transferred to your business and also the manner in which you are permitted to use the photographs.

The next step is to review the terms and conditions which you agreed when providing the photographs to the magazine. By supplying the photographs you may unwittingly have signed an agreement warranting that you hold copyright in the photographs (or are permitted to use them) and that you consent to the publisher re-using them at some stage in the future.

These preliminary investigations will reveal whether you have any recourse against the publisher, and whether the photographer may have any recourse at all.

Q. The electricity company that supplies our retail feed premises has informed me that they need to come and replace some pylons and underground cabling. This will entail digging a big hole in my (already quite small) customer car park, not to mention the electricity supply being disrupted for two days. This will clearly cause a great of inconvenience to me and my customers. Am I entitled to compensation? And do utility companies have a right to access property?

A. As there are already electricity pylons and cables running across/through your land, the chances are that a permission known as an express wayleave or an easement has been granted to govern the exercise of the right to free passage of electricity. Check with HM Land Registry (www.landregistry.gov.uk) to see whether this has been granted in order to ascertain the extent of your rights.

Be aware however, if you do not provide consent then the electricity company can apply directly to the Secretary of State.

However, where the electricity company seeks to exercise its rights under a wayleave in the manner which you have described, the Electricity Act 1989 provides that an occupier may be entitled to compensation if any damage or disturbance is caused to land or objects. In some cases you may be able to claim compensation for loss of profits.

In any event, I would suggest that you liaise closely with the electricity company to ensure that any disruption is kept to a minimum and in order that you can get an early indication of the steps which it will be prepared to take to assist you (for example, by providing an alternative electrical supply during the disruption).

Q. I caught a woman shoplifting the other day. I was so shocked I just told her to hand back the body brush she had hidden under her waistcoat and leave. What should I have done?

A. Events like this happen in a flash and it is often easy to look back, with the benefit of hindsight to consider how you might have handled things differently.

Thankfully, it sounds like the woman is unlikely to return. However, it is an unfortunate fact of life that others may be tempted to try the same trick in future so it pays to be prepared; a CCTV monitoring system is often a worthwhile investment (as a deterrent as much as for anything else). You must be careful to avoid putting yourself, your colleagues and customers in unnecessary danger in future by tackling shoplifters. It’s certainly best for you to call the police and to leave it to the professionals!

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EQUESTRIAN TRADE NEWS JUNE 2012 45

List your website here For more information call 01937 582111

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

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

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

BANSTOCK HOUSE STABLES, CHERRY GARDEN LANE, LITTLEWICK GREEN, MAIDENHEAD, BERKS SL6 3QD £700 MR GAVIN REILLY, GAVIN REILLY IRISH SPORTHORSES, CROOKED SOLEY FARM STUD, CHILTON FOLIAT, HUNGERFORD, BERKS RG17 0TW £275 MISS JULIE TAYLOR, HEMPSAL FARM EQUESTRIAN CENTRE, PRIEST LANE, WILLINGHAM, CAMBRIDGE,CAMBS CB24 5HZ £3,208 MS MARIE HARDMAN T/A BIG HOOVES LITTLE PAWS COM, UNIT 10 NESTFIELD IND. ESTATE, DARLINGTON, DURHAM DL1 2NW £326 MISS DEBRA PEARCE T/A LUCKY CHARMS EQUINE THERAPY CENTRE, 51 PERRY MEAD, ENFIELD, MIDDLESEX EN2 8BS £254 MRS ALISON KENNEDY, OAKTREE STABLES, HATTON ROAD, CANNOCK, STAFFORDSHIRE WS11 1NN £3,489 MS KATHRYN COOK T/A COOKLAND ANIMALS FEED, 307-309 SOUTHWICK ROAD, SUNDERLAND, TYNE AND WEAR SR5 2AB £220 DR ANWAH GYAN T/A ASHLYN HOUSE & WOOSEHILL VETERINARY SURGERIES, TERRACE ROAD NORTH, BINFIELD, BRACKNELL, BERKSHIRE RG42 5JA £12,090 CRANMORE VETERINARY SERVICES LTD, CHURCH FARM VETERINARY CLINIC, NESTON ROAD, WILLASTEN, NESTON, CHESHIRE CH64 2TL £4,413 MS JODIE HANNON T/A SOUTH LAKES ANIMAL SUPPLIES, 17 CAROLINE STREET, KENDAL, CUMBRIA LA9 4SH £6,084 DISCOUNT ANIMAL & PET FEEDS, OLD WREN GARAGE, LLANEGWAD, CARMARTHEN, DYFED SA32 7NL £358 HARTWOOD ELITE HORSEBOXES, UNIT 3 DEWHURST ROW, BAMBER BRIDGE, PRESTON, LANCS PR5 6BB £3,013 PANAMA SPORT HORSES LTD, GISBURN PARK STABLES, GISBURN, CLITHEROE, LANCS BB7 4HU £259 JUDI THURLOE SPORTS HORSES, POND HEAD FARM, OULSTON, YORK, NORTH YORKSHIRE YO61 3RD £6,707 THE DONCASTER RACECOURSE MANAGEMENT CO LTD, THE GRANDSTAND, LEGER WAY, DONCASTER , SOUTH YORKSHIRE DN2 6BB £109 CRACKER JACKS EQUESTRIAN LTD, 3 MELTON TERRACE, RAVENSCLIFFE, BRADFORD, WEST YORKSHIRE BD10 0LN £700

46 JUNE 2012 EQUESTRIAN TRADE NEWS

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