ETN - Equestrian Trade News - May 2011

Equestrian Trade News

May 2011 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

Volume 35, No 5 Monthly

DOING THE LEGWORK Latest in equine boots

PRODUCTS FOR PADDOCKS Plus stable tools to stock

Guide to top performers

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W E N

RE FO TA RU ILE M R

SUPPLEMENTS FOR SUMMER

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

CONTENTS

Comment EVERYONE else who leads a busy life will empathise with the car journey allowing much needed space to ‘have a think’ – hands-free phone permitting of course. The other day, behind the wheel with time and space to enjoy random thoughts, I remembered a special friend’s birthday.

Luckily I was passing a saddlery cum country clothing store, so called in to purchase a gift. With the assistant’s help, I chose a lovely top for my friend, and then – realising time was tight – asked if they had any wrapping paper and cards. Yes, we do, they said.

And did they do a gift wrapping service? By now I’m realising it would need to be in the post that day...

No, but we can wrap it for you; there’s no charge.

So there was the assistant, carefully wrapping the present while I borrowed her pen to write the card.

“And while you’ve got the pen, would you like to fill in this form and join our loyalty scheme?” she asked.

Of course I would...

Once I’d paid, wrapped parcel, written card – oh, thank you, and a free baseball cap – were all popped into a (substantial, free) carrier bag and I left the store with a smile on my face.

Now to post the parcel. I called at the first village Post office I came to. Do you have Jiffy bags? I asked more in hope than anticipation.

“Yes, four different sizes. Show me your parcel...,” said the gentleman behind the counter. “You’d be better off with a plastic envelope...it’s lighter and so much cheaper to post and cheaper to buy too...”

Perfect. Job done and I left a second retailer with an even bigger smile on my face. Isn’t that how shopping should be?

Apparently some retailers on New York City’s Fifth Avenue – home to some of the world’s most expensive stores – are asking customers to pay a fitting fee.

The gist is that even the well heeled are calling in, trying on expensive designer outfits and then – heaven forbid – noting the size, going home and buying cheaper online.

The not inconsiderable fitting fee (up to $200 in some cases) is refundable when the customers purchase from the store offering the fitting service.

Ring any bells with riding hat and body protector sales?

Liz Benwell

MAY 2011

NEWS .......................................................4 PEOPLE ....................................................9 MEET MIKE WILLIAMS BETA Lifetime Achievement Award winner ..........................................10 SUPPLEMENTS FEATURE Equine gastric ulcers explained .................13 Year in the life of a winner.........................16 Supplement on test ..................................17 All about mussels ....................................18 For cost conscious customers ...................20 Product gallery ........................................22 NEW! RETAIL FORUM Retailers talk about the VAT rise ................25 BETA MEMBERS’ PAGE ............................26

PADDOCK & STABLE FEATURE Celebrating Faulks’ 30th anniversary .........27 I couldn’t manage without... ......................29 How to sell showjumps ............................30 Product gallery .......................................32 VIEW FROM AMERICA John Nunn on minimum advertised prices (MAPs) ..........................35 SPONSORS ..............................................36 EQUINE BOOTS FEATURE Best researched boots? ............................37 Product gallery ........................................38 SADDLERY MATTERS Ken Lyndon-Dykes has to be tactful ...........40 COUNTY COURT JUDGMENTS ....................42

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS MAY 2011 3

DISTRIBUTOR DEFENDS OUTLET SHOP A NUMBER of disgruntled retailers – none of whom wished to be named – have contacted ETN about Zebra Products’ outlet shop at the distributor’s Flint warehouse.

Discounts of at least 50% off top brands such as Kentucky, Fleck, Amerigo, Konig, Gersemi, Bucas and Veredus, all of which Zebra Products distributes, are offered at the shop which is open to the public Monday to Friday, 9.30am to 5pm and by appointment.

Zebra Products’ managing director Simon Middleton has defended the outlet shop, telling ETN: “If I can find a trade buyer for all my end-of-line, I will close it tomorrow.”

The outlet shop opened when Zebra Products – which has no trade customers within a 15 mile radius - moved to its new, larger premises near Chester last year. The aim was to clear the decks of surplus, out-of-season stock and cancelled forward orders.

Simon says he has repeatedly offered such stock to retailers, but is frustrated at the lack of uptake.

“We have, and will always, offer these end-of-lines to our customers first. But despite sending out thousands of mailshots, our reps advising their customers plus arranging several warehouse trade-only clearance days, we find ourselves with an ever increasing inventory of perfectly good products that are just out of date.

“We never sell current stock. This is always only ever sold through retailers,” added Simon.

“But how are we to clear our old stock if our sole route to market, ie the retailers, will not take it?”

• ETN says: A major distributor opening a very public outlet store was bound to be noticed by the trade. Meanwhile, other suppliers’ ‘old’ stock continues to disposed of through eBay shops, at public shows and on clearance website. Is the situation a knock on effect of an increasing reliance by some retailers on their suppliers as a stockroom facility? Or are some distributors getting their ordering wrong?

HiHo Silver in administration JEWELLERY retailer HiHo Silver (Jewellery) Limited has gone into administration.

The company has been established for around 15 years, ran 14 shops across the south-west, with one in Cheshire, and was a regular trade exhibitor on the show circuit.

In March of this year, HiHo Silver launched a wholesale operation, offering retailers ‘starter packs’ of stock, POS and branded packaging.

As ETN went to press, Bristol based administrators Baker Tilly had frozen HiHo Silver’s assets and could not comment on the status or future of the stores and their staff. It’s been reported that HiHo Silver stores were running ‘50% off everything’ sales immediately before the administration was announced.

ETN attempted to contact HiHo Silver’s managing director Andrew Ransford, but was told he did not wish to comment.

A blog on the company’s website (www.hihosilver.co.uk) says “due to extremely difficult trading conditions on the high street, the company that previously owned the shops has entered administration. The former management team have purchased certain assets from the administrators with a view to running this website and mobile events.”

HiHo Silver was listed as a trade exhibitor at Badminton. A company called House and Wine Ltd is trading as HiHo.

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 £34.95 (UK), £68.00 (Europe), £81.00 (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 MAY 2011 EQUESTRIAN TRADE NEWS

Abbey Saddlery & Crafts......................................7 Aerborn ..............................................................6 Agrifence UK.....................................................28 BETA International ............................................36 Brinicombe Equine ............................................24 Classic Showjumps Ltd ......................................33 Classified ..........................................................41 Duralock ...........................................................28 Eazitools Equestrian ..........................................33 Faulks & Co.......................................................29 Finest Brands International Ltd ........................OBC Future Distribution UK Ltd..................................31 Fyna-Lite...........................................................31 Gallop Equestrian Ltd .......................................IFC GWF Nutrition...................................................12 Hilton Herbs......................................................21 Horsemat Limited..............................................32 Horslyx .............................................................19 L S Sales (Farnam Ltd).......................................IBC Litovet Equine Joint Health ................................15 The Maxavita Partnership ..................................17 Natural Animal Feeds ........................................23 Sherwood Forest Ltd ...........................................9 Shires Equestrian Products.................................11 South Essex Insurance Brokers .............................5 TopSpec Equine Ltd .............................................8 Trailblazers........................................................32 Trelawne Equine ...............................................39 Web Directory...................................................42 www.britishequestriandirectory.com ..................34

www.equestriantradenews.com

Equine America rapped for “misleading” adverts THREE of four complaints about advertisements for Cortaflex, placed by Equine America (UK) in equestrian magazines, have been upheld by the Advertising Standards Authority (ASA).

Equine America has been told not to run the adverts again in their current form – and to ensure it holds robust substantiation for future claims [about its products]. The ASA

also warned the company to ensure it did not discredit or denigrate other products or marketers in future.

Objections to the advertising watchdog were filed by VetVits, suppliers of EquiFlex, and RAP – a creative agency which does work for NAF. In their advertisements, Equine America said that a named list of other supplement

brands had “no objective clinical evidence of improving joint mobility”, while pointing to a website link for the “outstanding results” of a study into Cortaflex.

The full ASA adjudication can be viewed at http://asa.org.uk/ASAaction/Adjudications/2011/4/Equ ine-America-(UK)Ltd/TF_ADJ_50068.aspx

Early bookings reap rewards

GARRY’S A WINNER: Garry Cox of Wincanton based retailer Ridemore is pictured collecting a pallet of allbed bedding – which he won in a free prize draw on the company’s stand at BETA International – from allbed UK sales manager Sally Leech.

Has your office banned Google?

NEARLY three quarters of UK workplaces (74%) restrict their employees’ access to the Internet, according to a survey by office design company Maris Interiors.

71% of offices surveyed have a filter for pornographic websites, with 52% of employees unable to access social networking sites such as Twitter or Facebook and 48% of employees unable to access their personal email.

YouTube was blocked by 30% of employers, and news websites by 27%. 9% of offices only allow access to certain specific sites, and 4% only allow staff to use the company’s intranet – not even allowing search engines such as Google.

Of those employees who have restrictions in their Internet access, 30% claim they say this makes their job more difficult – and 82% say it makes their job more boring. Only 6% of employees surveyed said that they actually think it helps with their productivity at work.

Maris Interiors chairman Michael Howard said “It’s a difficult decision about blocking websites in the workplace – by doing so you have to balance employees’ productivity against their morale. At our company we restrict access to pornographic sites – hopefully this doesn’t affect their morale too much!” www.equestriantradenews.com

MORE than 120 companies have taken advantage of BETA International’s Early Commitment Discount incentive by taking stands for the 2012 show.

At the scheme’s 11 March deadline, 4,500sq m of space had been taken – an increase of more than 350sq m compared with bookings at the same time last year.

“This highlights the success of BETA International. The fact that companies have yet again put their faith in the show by committing their resources to exhibit is a great boost for the organisers and the trade in general,” said Richard Lawrence, sales and marketing director of Matchmakers International and chairman of BETA International’s trade fair committee.

Claire Thomas, commercial manager of Equestrian Management Consultants (EMC), organiser of BETA International, added: “The Early Commitment Discount has seen a yearupon-year increase as companies reap the benefits of this initiative. Repeat bookings from many previous exhibitors is a fantastic endorsement of the show.”

To qualify for Early Commitment Discount, stand applications must be received by 11 March to receive a 2.5% rebate. Then, if a 10% deposit is received by 3 October and a final payment made by 9 December, a further 5% net rebate is awarded, adding up to a total saving of 7.5%.

BETA International 2012 takes at the NEC, Birmingham on 19 to 21 February.

Find out more about BETA International 2012 at www.beta-int.com or tel James Palmer on 01937 582111, email jamesp@beta-int.com • BETA International 2011 has received its official certificate confirming its Audit Bureau of Circulation (ABC) figure. ABC, which independently verifies and reports on media and exhibition performance, has confirmed ‘total unique attendance’ at BETA International 2011 at 4,838. The figure compares with an ABC audited attendance of 4,443 in 2010.

GRAND WIN FOR SEALS: THE team at Seals Fodder Room scooped £1,000 by winning the TopSpec Outstanding Game at this year’s BETA International. It was Kevin Walters of the Derbyshire merchant who was fastest with his correct answers to a quiz about TopSpec products. “It’s great to win £1,000 but also I was very pleased that the game tested my knowledge, something that’s very important when running a retail store,” said Kevin. Pictured are Kevin and Alison Walters of Seals Fodder Room and TopSpec business development manager Corrie Green presenting the cheque.

BETA trade missions land extra funding THE British Equestrian Trade Association (BETA) has secured funding to subsidise a further two shows on top of its regular programme of trade missions over the next 12 months.

The good news comes in spite of a government spending review resulted in a cut to UK Trade and Investment (UKTI) spending.

The additional funding will allow BETA to accompany companies to a second AETA, in the United States, from 13 to 15 August and Le Salon du Cheval, France, from 3 to 11 December – subject to sufficient interest.

Other trade missions are planned to Spoga, Germany, from 4 to 6 September 2011, the first AETA from 28 to 30 January 2012 and the Dubai International Horse Fair, United Arab Emirates, from 22 to 24 March 2012.

Grants are available at £1,400 per company for each show, bar Spoga and Le Salon du Cheval, for which they are fixed at £1,000.

Places in the groups are open to both BETA members and nonmembers, but limited availability means that potential participants should register their interest as soon as possible.

“BETA-led trade missions are fantastic for companies wishing to develop their export opportunities,” said BETA executive director Claire Williams. “Companies that exhibit as part of a BETA group benefit from the trade association’s vast experience of international trade shows, logistical support and export advice.”

BETA is a UKTI-approved trade organisation providing export funding for eligible companies of any size, whether manufacturers, distributors or retailers.

For further information, contact Tina Rogers in the BETA office, tel 01937 587062 or email tinar@beta-int.com

Battles to distribute Animalife FROM 1 May, wholesaler Battles is distributing the entire Animalife equine range, including joint supplements Vetrofen and Vetroflex, as well as Oxyshot calmer. Under the new agreement, the products will also remain available to the trade via Trilanco.

National Veterinary Services (NVS) is Animalife’s main distributor to veterinary outlets. For more on joint supplements from Animalife, see page 17 in this issue of ETN. 6 MAY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

More horses on TV HORSE & Country TV has secured UK broadcast rights to more than 20 hours of international show jumping, dressage and eventing from the Global Champions Tour 2011, World Dressage Masters 2011 and Saut Hermès respectively.

The channel, which broadcasts on Sky 280, has reached the agreement with Eurosport, confirmed head of programming Jonathan Rippon (pictured).

• What can TV, magazines and websites do for your business? See our media special feature in next month’s ETN.

Dogs at work

WHEN Lisa Ratcliffe, equestrian sales manager at Suffolk retailer Countryside Showjumps, read our news story Dogs at work (ETN, April issue), she couldn’t resist telling us about Teddy, her greyhound.

“Teddy is six,” writes Lisa. “He’s a retired racer and came from Clarks Farm Greyhound Rescue in Essex. He has a giant bed in the corner of the office where he spends much of the day dozing.

However, should you require some paper or pens, he will be there right behind you as his box of treats is also kept in the stationery cupboard.

“Our lunch break consists of a walk around the local footpaths; although I have to watch him as he wanders in and out of the freshly painted showjumps to make sure he doesn’t come in blue, red and yellow!

As soon as Teddy hears that classic ‘computer shutting down’ tune, he’s up and by the door wagging his tail. You couldn’t have a better work companion than Teddy.”

• Do you have a dog in your office, factory or shop? If so, we’d love to hear about them. Send a picture and a few words to editor@equestriantradenews.com

SCHOOL FOR SADDLE FITTING: Leicestershire saddlers S. Milner & Son has installed an all-weather manege outside its John O’Gaunt shop near Melton Mowbray. Milners celebrates its 140th anniversary this year, the business currently being run by the fifth generation of the saddlery family, Andy Milner, and his wife Kirsty. Both are SMS qualified saddle fitters. Milners keeps around 250 saddles in stock, fitting on site and at clients’ yards.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS MAY 2011 7

‘Webinars’ beat CPD deadline VIRBAC is hosting what are thought to be the first Equine SQP (suitably qualified persons) CPD (continuing professional development) webinars this month ahead of the 30 June CPD points deadline.

The online seminars are AMTRA approved and worth 7 CPD points each or a total of 20 points if both are ‘attended’.

Said Callum Blair, senior veterinary adviser for Virbac: “The cost incurred in attending seminars can be significant, particularly for SQPs in remote communities. Webinars are ideal for SQPs to attend a seminar without having to leave home or close the shop for a day.”

The webinars, to take place in the evening, and will cost £15 (+VAT) each. To take part, email enquiries@virbac.co.uk • See the June issue for the latest in ETN’s series of AMTRA accredited SQP CPD features.

NEWS IN BRIEF •

GOVERNMENT departments issue changes to new and existing business legislation twice a year – on 6 April and 1 October known as Common Commencement Dates. Business Link has created a summary of the changes that came into force on 6 April, see www.businesslink.gov.uk/ccd Updates include a change in the main rate of corporation tax from 28 to 27%, and the Small Profits Rate from 21 to 20%.

Businesses should also be aware of additional paternity leave and pay legislation and that they are no longer able to issue notifications of retirement using the statutory retirement procedure.

•

THE newly published BETA Guide to Riding Holidays in Great Britain is reportedly going like hot cakes. Divided into counties, each entry features key-coded symbols for easy identification of facilities, number of horses, opening times, affiliations and services, including Western riding lessons, carriage driving and show jumping. See the BETA Members’ page in this issue of ETN for more details.

•

Le Cadre Noir de Saumur’s London shows, due to take place from 20-22 May 2011 at Earls Court, have been cancelled. The French Riding School’s visit has been rescheduled for May 2012, with tickets already purchased remaining valid for the new dates.

•

ONLINE retailer EquestrianClearance.com raised £200 for the Comic Relief charity appeal. The company donated £5 for every branded blouson jacket sold.

•

COMFORT Zone products are no longer available from wholesaler Trilanco. Retailers wishing to order the range, including Lapel horse and dog rugs (pictured) are asked to contact the manufacturer, Tagg Equestrian, directly.

www.equestriantradenews.com

• Following the surprise departure of Ian McColville, the high profile national sales manager of equine bedding brand easibed, Trevor Coultan is taking over the reins.

Trevor, whose title is national product development manager, has worked for easibed’s parent company GI Hadfield & Son Ltd for seven years. He’s also overseeing the firm’s cattle and poultry bedding products, easicattle and easichick.

Trevor said he was “very sorry to see Ian leave us as we have worked together for a number of years.”

Ian apparently has left to take on unspecified “new challenges.” The existing easibed sales representatives Claire Hayward and Kate Betteridge remain in place.

• Oliver P. Kuhrt has resigned his post as executive vice chairman of Koelnmesse. The Cologne, Germany based company manages exhibitions and trade fairs, including Spoga. Oliver joined Koelnmesse in 2000. Gerald Bose, chief executive officer, has taken over his responsibilities until further notice.

• Denis Chamberlain has taken over from Brian Warren as chief executive of The Royal Agricultural Society of England (RASE). Denis was formerly the society’s director of marketing and communications.

Following the granting of a long-term lease to LaSalle Investment Management to develop its Stoneleigh Park site, RASE has become “smaller and more focused, acting as a think tank on technical and scientific issues and promoting education and training”, according to the charity’s new boss.

• Sarah Briscoe is heading up Horse of the Year Show (HOYS) promoter Grandstand’s marketing & PR department following the departure of Katherine Liggatt.

www.equestriantradenews.com

• The Countryside Alliance has appointed Simon Hamlyn as regional director for the north of England. Simon, who represents Cheshire, Lancashire, Cumbria, Yorkshire, Durham, Northumberland and Derbyshire, spent the previous ten years working for the British Association for Shooting and Conservation (BASC) • Charles Owen’s PR and marketing manager Sarah Gollins left the riding hat manufacturer last month for a new job in marketing – with Wales’ only rugby league Super League team, The Crusaders.

• Kate Taylor has been appointed sales manager for Design Headwear, manufacturer of Gatehouse riding hats, including the HS1 Jockey Skull. Kate has a long and practical equestrian background plus extensive sales experience in safety headwear.

• Recruitment specialist Equine Careers has launched sales training and refresher courses. The one-day sessions are designed for newcomers to the equestrian industry or sales. Experienced speakers will address communication skills, customer service and maximising sales opportunities. The courses are to run alongside Equine Careers’ existing sales agents’ course.

“All courses are hands-on, starting with a fun, team building exercise.

We encourage a relaxed atmosphere where delegates can ask questions and leave feeling confident and focused,” said Equine Careers director Emma Dyer.

Held in Buckinghamshire, courses cost from £150 per delegate including refreshments, lunch and materials. For details, contact emma@equine-careers.co.uk

EQUESTRIAN TRADE NEWS MAY 2011 9

Celebrating a lifetime in saddlery Meet Michael Williams, a tireless promoter of British saddlery exports, and worthy winner of the 2011 BETA Lifetime Achievement Award MICHAEL ‘Mike’ Williams entered the saddlery industry following a successful career in the Household Cavalry, where he reached the rank of Corporal of Horse in the Lifeguards.

He was recruited by Walsall saddlery manufacturer E. Jeffries & Sons in February 1974. At the time, the company had been purchased by Michael Goold and become a division of the W.A. Goold Group.

E. Jeffries had recently moved from a small factory spread across three floors in Mountrath Street, Walsall, to spacious premises at the imposing Shannon’s Mill in the town’s George Street. From being a small, specialist manufacturer of fine, good quality bridles, headcollars and coach hide bags, the company was about to begin a prolonged period of modernisation and growth.

A number of new staff were recruited, among them Mike Williams who joined E. Jeffries as a sales representative.

In those days, E. Jeffries relied mainly on supplying UK wholesale accounts and a few of the larger retailers. These outlets liked Mike Williams in the Lifeguards, late 1960s.

10 MAY 2011 EQUESTRIAN TRADE NEWS

to export customers. His generosity in this respect proved invaluable to many emerging British companies.

During his many export sales trips, Mike developed close, personal friendships with many customers, no small number of which remain in place today.

Mark Walter, president of Beval Saddlery in New Jersey, USA said: “Mike was one of the first, if not the first, British saddlery sales reps to visit us. He worked closely with our owner Bev Walter to develop a line of products suitable for the US equestrian market.

Mike with “Over the years, Mike has monitored Princess Anne at products and made suggestions. We Saddlers Hall. consider a good part of our success can be directly attributed to the teamwork products manufactured by Jeffries, but built up between Beval and Jeffries through preferred to stamp them with their own brand Mike’s efforts.” names. For this reason, Jeffries was not a Mike finished his working career as sales well-known name in the equestrian industry director with E. Jeffries. More recently he has 35 years ago. devoted much time to manning the Society of Following a period of training in the factory, Master Saddlers (SMS) stand at shows and Mike began his sales career by travelling all events. He is also a strong supporter of the over the UK to introduce himself to new and Saddlers’ Company. existing customers.

Among the many nominations BETA This was also the time at which Jeffries received for Mike’s Lifetime Achievement decided to promote its own brand. And it was Award, contacts and colleagues spoke of his on Mike’s recommendation that the majority infectious enthusiasm, sense of humour and of Jeffries bridles underwent a change in willingness to help others. leather colour from the traditional London Tan One associate said simply of Mike Williams: to the now familiar Havanna Brown.

“He is truly one of a kind in the saddlery During the next two years, largely due to business.”

Mike’s efforts, many of the UK’s leading retailers were purchasing Jeffries’ products.

An expanded workforce – including three sales reps working under Mike’s control - and wider product range quickly followed.

The creation of additional employment in Walsall, besides keeping alive the traditional saddlery skills, is something of which Mike can be very proud.

His next project was to introduce a saddle production department at Jeffries, believing this was important to compliment the company’s by now renowned bridle manufacturing.

Then Mike set out to make Jeffries a global saddlery brand. He literally travelled the world, opening new international accounts and representing the company at numerous Mike manned the E. Jeffries stand at shows all over the world. sports and equestrian trade fairs.

It’s impossible to calculate the miles Mike has travelled on his visits to approximately 40 countries. What is well known is that he was • Mike was a joint winner of the BETA Lifetime always happy to introduce other UK Achievement Award with Gerald Brown of Abbey manufacturers with non-competing products England, who we met in ETN April issue.

www.equestriantradenews.com

Buff in the city

Balancer features omega 3

URBAN Buff is the new fashion range from Buffera.

Comprising 61 different models, most of them made from a single piece of fabric, the collection is based on Buff’s popular seamless tubular headwear.

Using merino wool, cotton, viscose and other materials to produce accessories with wide appeal to all ages and both sexes, Urban Buff comprises three styles: Indie (sophisticated and original), Varsity (elegant and sophisticated) and Lifestyle (casual and youthful). t Buffera 01707 852244.

NEW Equilibra 500 + Omega 3, which has replaced Equilibra 500, is designed to provide optimum vitamin and mineral content while complementing the feeding of forages, chaffs, hard feeds, oils and fats.

The product also contains a non-GM soya free formulation. A 20kg bag of Equilibra 500 + Omega 3 has an RRP of £28.99, with a limited period introductory offer retail price of £23.99. t GWF Nutrition 01225 708482.

Chaps to suit your fancy!

PINK Equine’s new Chap Straps enable your customers to personalise and enliven their half chaps as they choose.

Designed to be worn with Pink Equine chaps, Chap Straps come in plain colours, Swarovski crystals or a combination of both.

New styles will be available each season to keep up with trends. Pink Equine Chaps retail from £39.95 with Chap Straps from £5.95. t Pink Equine 0845 602 9520.

It’s a safety first topper!

DUTCH firm L’Hiver has developed a hat suitable for advanced dressage competitions and evening showing occasions yet which meets European safety standards.

The Helmethat looks like a traditional top hat, albeit with a harness, and incorporates a safety helmet meeting EN1384.

“You can even go and jump in it as well,” said Boy de Winter of L’Hiver. However, the retail price, from €1,500, may prohibit interest from the mass market.

Adults do not have to wear safety helmets in international dressage competitions, although they are "strongly recommended" to do so by the FEI. In the US, all riders in national competitions must wear up-to-standard hats. t L’Hiver 00 31 413-265341.

Spicing up spring FOR spring 2011, the Bucas Freedom Turnout Light is available in beautiful bluebell and spicy paprika (pictured).

Lightweight, waterproof and breathable, this rug features a tough rip-stop outer, cross surcingles and attachment points for leg straps.

The RRP is £58 for sizes 5’6” to 7’ and £45 for 3’6” to 5’3”. t Zebra Products 01352 763350.

In the wash ALMA Win Sport + Outdoor - said to be the first ecofriendly washing detergent for sports and outdoor wear – presents an interesting retail opportunity.

Clothing containing Goretex or microfibre should not be washed using normal detergent as this can cause it to lose its breathable, waterproof and wind-proof properties, says Alma Win. Alma Win Sport + Outdoor effectively removes sweat, stains and odours at temperatures as low as 20 degrees, and is just as effective in soft and hard water areas. The product is soap free too, preventing the membranes in performance fabrics from becoming blocked losing their breathability.

Alma Win products contain organic ingredients and are free from potentially hazardous substances such as petrochemicals, chlorine, bulking agents and phosphates, making them a good choice for people with sensitive skin or who suffer from allergies. t Alma Win 01557 870266.

IN BRIEF • SQPs (suitably qualified persons) needing to top up CPD (continued professional development) points can complete Merial’s equine parasitology training programme at www.merial.co.uk/cpd.

Equine Parasites and Their Control, devised and written by Ridgeway Science in conjunction with Merial, is an eight module, AMTRA accredited distance learning programme. SQPs can earn 15 CPD points for successful completion.

• Westgate EFI has taken on distribution for the Smart Grooming range of mane and tail thinners.

• To compliment its spring/summer 2011 collection, Equetech has launched a video at its website www.equetech.com Memories celebrates the special bond between horse and rider – and shows off the clothes too. www.equestriantradenews.com

It’s a sore point...

Grazing helps prevent ulcers, provided it happens in a non-stressful situation.

Equine gastric ulcers are painful and impact upon horses’ performance, behaviour and health. Up to 50% of leisure horses – and even more race and competition horses – are believed to suffer. Since diet is a huge contributory factor, it pays merchants and retailers to know more about. ETN asked Nicola Tyler, nutrition director of TopSpec Equine, for her response to some burning questions.

Q. What are equine gastric ulcers, how are they diagnosed and what are the symptoms?

A. Gastric ulcers are lesions on the inside of the stomach wall where gastric acid has eroded the epithelial lining, resulting in ulcer formation. This erosion is made worse by the VFAs (volatile fatty acids) produced by the fermentation of grain.

Ulcers occur mainly in the upper nonglandular, and therefore unprotected, area of the stomach, especially around the Margo plicatus (the area between the upper and lower stomach) and the No ulcers. exit to the duodenum, but they can also occur in the lower glandular region. Vets use a grading system from 1-4 to describe the severity of ulcers, with 1 being the least severe and 4 Grade 4 ulcers. the most.

They are best diagnosed by a vet using an endoscope, which is a long tube with a camera on the end which is passed through the nose gently down to the stomach. A test using sucrose levels in the blood may become commercially available but the same test in urine has not proved to be very practical.

The symptoms of gastric ulcers can be vague which is why it is so helpful to use an endoscope to see whether they are www.equestriantradenews.com

present and how severe they are. A horse may go off his feed and generally look unthrifty with a poor coat. Colic may occur when severe ulceration is present.

A grumpy attitude and various types of stereotypical behaviour, notably crib-biting and/or windsucking and poor performance are often noted. More specific symptoms include ‘grunting’ when girthed-up or stretching out over a jump; and teeth grinding.

It is probably misleading to discuss causes of ulceration but certainly there are factors which make a horse more likely to suffer from ulcers. These include insufficient forage intake, large feeds, feeds high in cereals and therefore starch, strenuous exercise and stress.

One form of stress worthy of particular note with respect to ulcer formation is travelling. Ulcers have been shown to form very quickly following stress, within five days, and it is interesting to reflect the double whammy that travelling may present as there is often insufficient forage intake as well as direct stress involved.

When a horse is exercised there is a physical compression of the stomach that increases markedly with speed, which causes the acidic contents of the lower stomach to disrupt the fibrous mat in the Margo plicatus area and splash onto the unprotected surfaces of the upper stomach.

The starch in cereals, or cereal-based feeds, starts to ferment in the stomach

producing VFAs e.g. acetic acid (commonly known as vinegar) exacerbating ulcer formation.

The administration of NSAIDs e.g. ‘Bute’ to horses has also been shown to predispose them to gastric ulcer formation so veterinary surgeons will try to avoid long-term use.

Q. We’re hearing more about equine gastric ulcers, not least because several companies supply supplements (known as ‘antacids’) that purport to be relevant. What is the extent of the problem?

A. Early post-mortem research showed incident rates of less than 20% in Scandinavian leisure horses but more recent surveys in the Western world, using an endoscope, have shown an incidence of 80-90% in racehorses, over 60% in competition horses and up to 50% of horses used for leisure. Even a group of 62 broodmares in California were shown to have an incidence of 71%, albeit the ulcers were mild.

A recent piece of research from France showed that the incidence of gastric ulcers in advanced endurance horses showed an increase from 48% off-season to 93% during the competitive season.

However many horses appear able to tolerate their ulcers without problems and it may not be advisable to treat nonsymptomatic gastric ulcers unless the horse is competing at a high level or racing.

EQUESTRIAN TRADE NEWS MAY 2011 13

Q. In your opinion, how can the problem of gastric ulcers be addressed short-term (immediate treatment of existing problem) and long-term (prevention).

A. In the short term, the best treatment remains the veterinary-licensed drug, Gastrogard (active ingredient Omeprazole), which is a proton pump inhibitor i.e. it reduces the amount of acid pumped into the stomach from the glandular area, which results in a less acidic stomach environment. A less acidic stomach environment results in healing of ulcers. However, a certain level of acidity is needed to pre-digest feed before it enters the small intestine, where serious digestion takes place.

Alternative medicinal treatments are less successful but, when practical, a period of two weeks or more at grass is highly successful for many previously stabled horses. Frustratingly there is a significant, but low, incidence of gastric ulcers in horses/ponies that live out 24/7, so turning away is not always the solution. In this situation non-dietary factors are clearly involved.

As always, prevention is better than cure. Where ulcers are concerned, it is certainly cheaper!

Researchers found more ulceration in horses that did not show outward signs of stress when in a stressful situation than those that did.

In the long term there are several feeding/management practices that can be helpful in reducing the impact that ulcers have on any individual horse.

• Ensure that forage is available ad-lib, whether via good grazing or hay. Hay is preferable to haylage as a forage source because the latter is acidic. The main buffer for stomach acid is saliva and horses produce much more saliva when eating forage than when eating hard feed. As horses, unlike humans, secrete acid into their stomachs constantly, the opportunity to eat forage ad-lib, so producing a near-constant trickle of acidbuffering saliva into their stomach, is very important.

• Be particularly careful to feed hay before a hard feed so that a ‘mat’ of fibre can form on top of the liquid stomach contents, reducing splashing of this acidic liquid up onto the non-glandular parts of the stomach.

• Also be careful not to exercise within an hour of a hard feed to avoid disruption of the mat; and to ensure the horse has had 14 MAY 2011 EQUESTRIAN TRADE NEWS

access to hay, or alfalfa chop, before being ridden.

• Alfalfa, because of its calcium and protein content, has been shown to help reduce the severity of ulcers, and whilst less equivocal, some research has indicated that soya oil may also be helpful; so feeds containing these ingredients should be beneficial.

• Protein is a natural buffer, whilst starch will increase acidity in the stomach; superfibres and oil can be used to replace cereal starch in a formula. Therefore feeds high in protein (taking account of the individual horse’s requirement) oil and fibre, but low in starch, should be helpful.

• Avoiding the feeding of cereal or cerealcontaining compound feeds is advisable unless racing, in which case they must be minimised.

• Clearly feeds should be as nutrientdense as possible, leaving more room in the digestive system for forage.

• The age-old adage of feeding ‘little and often’ is very important to avoid overfilling the stomach.

• Minimising stress in a horse’s daily routine is usually beneficial and benefit can be gained by careful observation of causes of stress and appropriate management changes e.g. turnout first if watching other horses turned out causes stress.

All these practices should be instigated as soon as possible after a horse is diagnosed.

Q. Are you aware of any commercially-available, nonmedicinal products (i.e. supplements) or feeds that can help alleviate the problem and that retailers can stock?

A. There are a number of antacids on the market but I cannot recommend them because they are only in the stomach for a maximum of one hour after feeding, say two or three times a day, and they are not present for the other 21-22 hours a day, so their effect will be minimal.

The retailer can happily stock feeds formulated without cereal grains, because these are not only helpful for horses with, or prone to, gastric ulcers but also highly recommended in a wide variety of situations e.g. horse prone to laminitis, tying-up or ‘fizzy’ temperaments.

As feeds formulated this way are increasingly being recognised as beneficial for all horses, they are good choices to stock and should turnover quickly. Other feed products worth recommending would be pure unmolassed alfalfa chops, Speedibeet, feed balancers, low-starch cubes with a good DE [digestible energy] but formulated without cereal grains, and soya oil.

Because stress has been highlighted by researchers as a major factor in

Travelling can present the double whammy of stress and lack of forage.

predisposing horses to gastric ulcers, it would be worthwhile retailers stocking calmers with a broad approach to calming horses. Probably the most important ingredient in this situation would be tryptophan as it boosts serotonin levels in the brain effectively to relieve anxiety.

Q. When a horse owner contacts the TopSpec helpline to say that his or her horse has been diagnosed with gastric ulcers, what do you advise?

A. This is happening increasingly often and when we have found out all the information we need we recommend reducing sources of stress for the individual horse. We may point out that researchers found more ulceration in horses that did not show outward signs of stress when in a stressful situation than those that did.

If pertinent, we would recommend the use of TopSpec Calmer, which not only contains effective levels of tryptophan but also all the other scientifically justified approaches to calming horses and thus reducing the stress they suffer. We would advise clients to pay particular attention to turning their horse out among a settled group of companions with an established pecking order.

After discussing the research findings discussed above, we will probably recommend a diet based on ad-lib forage, with small nutrient dense feeds of e.g.

TopSpec Comprehensive Feed Balancer, TopChop Alfalfa and TopSpec CoolCondition Cubes plus added soya oil.

The precise diet and the amount of oil will vary according to individual circumstances. We will explain that this diet contains high quality protein, is very low in starch, free of cereal grains and yet will provide ample energy for work or gain in condition if required. And then we will get down to the details! www.equestriantradenews.com

A year in the life of a winner In February 2010, LitoVet won a BETA International Innovation Award.

This accolade singles out genuinely innovative products expected to excite the equine world. Just over a year later, ETN caught up with brand manager, Ali Howe, to find out what the award has meant for LitoVet.

L

itoVet, from Lanes Health, didn’t launch at an easy time, or into an easy market. With the recession biting hard and the joint supplement market already swollen with myriad choices, bringing out a new product was brave to say the least.

Ali Howe: “Horse owners are pretty savvy.”

However, LitoVet is no alsoran. “It offers something different,” said Ali Howe.

“LitoVet is the only standardised source of GOPO in the UK. “GOPO is one of the active ingredients contained within a specific rosehip, Rosa Canina.

We use a patented process which enables us to extract the goodness without losing the high levels of GOPO and other antioxidants. It is that

process and GOPO which sets LitoVet apart from other rosehip-based supplements.

“Having successfully tested and marketed a human version – LitoZin – we developed LitoVet specifically to support equine mobility. Rather than rely on the extensive human studies to prove its efficacy, however, we undertook an independent, double-blind placebo trial, specifically among trotting horses which concluded that LitoVet helps maintain soundness, suppleness and mobility in equine joints and tissues.

Many people cite the research as the reason they decided to give LitoVet a try”.

It’s perhaps no surprise, then, that some competitors have tried to use that research to endorse their own products.

Does that bother Ali? “Of course it’s frustrating when you see something in print which is misleading, but horse owners are generally pretty savvy. They’re used to looking at the nutritional information which shows how products differ.”

Growing interest in LitoVet shot up further as news broke of a human meta-analysis (independent study of studies) which concluded that glucosamine and chondroitin do not result in a relevant

Many people cite the research as the reason they decided to give LitoVet a try.

16 MAY 2011 EQUESTRIAN TRADE NEWS

reduction of joint pain, nor affect joint space narrowing beyond the placebo effect.

Although not an equine story, Ali points out that many glucosamine and chondroitin supplements have been brought to the equestrian market because of perceived efficacy in the human market.

LitoVet began collecting impressive testimonials too.

Matt Frost and Adam Kemp’s Gloucestershire-based AM Dressage recently agreed a sponsorship deal with LitoVet following a successful trial of the product.

Only weeks into the trial, Matt reported: “I tested LitoVet on one of my younger horses who was very stiff and tight in his work following an accident as a four year old, in which he sustained a broken hip. After being on LitoVet, I noticed a big change. He felt looser in the warm up, fresh to work every day, and even after a hard day he still felt supple.

“The other trial was on one of my international horses who I know inside out. He came out feeling like he had been on holiday!”

It’s not just dressage riders who have taken a liking to LitoVet. “We’re seeing interest from racehorse trainers, event riders and endurance riders,” said Ali. “More people are starting to understand the benefits of LitoVet, not only in terms of managing joint issues, but in improving overall mobility and soundness.”

Increasingly, retailers are recognising the product’s value too. Hannah Crook from online retailer Supplement Solutions.co.uk has been

LitoVet: award winner and subject of research.

selling LitoVet since March 2010.

“With the recession still taking its toll, people are becoming more discerning about the products they buy,” she said. “Products which have independent evidence demonstrating that they work are more likely to appeal, even if they are relatively new.

People want to buy products they can rely on.”

With the competition season in full swing, LitoVet has launched an amazing spring offer. To find out more, tel 01452 524012.

Hannah Crook: “People want to buy products they can rely on.”

www.equestriantradenews.com

Hunting for more mobility Writing about the various attributes of joint supplements is difficult, so constrained are we all by Veterinary Medicines Directorate (VMD) guidelines.So rather than beat about the bush, and make claims we’re not supposed to, ETN agreed to try and test Vetrofen and new Vetroflex from Animalife, writes Liz Benwell.

I

was particularly interested to try Vetrofen and Vetroflex as they stand out as being different from most others on the market – not least because they don’t contain glucosamine, chondroitin or devil’s claw.

The main ingredient in Vetroflex – being a collagen

peptide blend – is involved with the regeneration of joint cartilage. Regeneration as opposed to degeneration is something quite extraordinary.

A product with the ability to turn the negative into the positive promises to take joint care into a new era.

The outcome of a scientific

study into the effects of Vetroflex on equine joints is awaited with interest. The results are to be submitted for peer review and potential publication in an academic journal, as well as reported upon in ETN of course.

Indeed, another intriguing aspect of

Our Vetrofen and Vetroflex test horse Fergus out hunting.

(Picture courtesy Adrian Hydes)

Much

Vetroflex is its recent and increasingly rapid uptake by vets, so much so that it’s now being distributed to that sector by specialist wholesaler National Veterinary Services.

Most equestrian retailers are probably familiar with Vetrofen, the fast-acting powder that works to support the body’s metabolic balance and thus enhance free moving mobility. It can be used in acute cases, long-term and/or in tandem with Vetroflex.

Well, you can read up on all of that at www.animalife.co.uk – but how about the test?

Newly flexible Fergus Fergus is a 17hh, 14 year old former event horse who came to us last summer, seeking ‘a quieter life’. He’d had a splint bone operation, was far too fat and, when you rode him, felt as though his shock absorbers had ‘gone’. He wasn’t exactly lame, but sometimes didn’t feel quite right, especially when first out of his box.

After some weeks of steady work plus a 55kg weight reduction, it was felt that Fergus might manage half a day’s hunting. He was fabulous, so well schooled, a lovely, safe jumper. It was tempting to do more...But worryingly, his front legs had a touch of ‘sore shins’ from time to time and the shock absorbers were still a bit creaky.

Then I got talking to Ross David Riley of Animalife at BETA International. To summarise his advice: “Use Vetrofen to maintain the body’s inflammatory response associated with the stiffness and arthritis common with old age and, if needed, in parallel with Vetroflex to strengthen and protect the joint now and for the future whilst regenerating joint cartilage where damage has occurred -therefore reducing the likelihood of the swelling and stiffness in the first place.”

So we started Fergus on ‘loading serves’ of each, tailoring down to ‘therapy serves’ as detailed on the very comprehensive instructions. The Vetrofen is so easy to administer correctly, by the way, in its neat sachets.

Palatability wasn’t a problem – Fergus eats anything. He went hunting again after a week, and his front legs were much more comfortable. After two weeks, they were almost normal.

Seven weeks on, the results are truly remarkable. Fergus is now off Vetrofen (although I’ll keep a stand-by supply for knocks etc) and on the ‘therapy serve’ of Vetroflex. With no rain, the ground has become incredibly firm – yet Fergus is floating about like a three year old.

He’s not only moving more freely, but his whole body appears to have taken on a new flexibility.

We’ve all seen good results from this and that, but these products seem to have more benefits the longer the horse is on them. It’s a gradual, rather than overnight, improvement which appears to indicate something substantial is going on.

How would Fergus have been without using the products? Well, of course, we don’t know. Also, this is one test on one horse. And we have no control element to compare it with.

On the other hand, we have no redherring findings either, because horses don’t do placebo effects.

In commercial terms, I’m so pleased with the results that I’ll be keeping Fergus on Vetroflex. And I’ve just started a younger horse on it too with joint protection in mind.

So that’s two new customers... t Animalife 01527 857920.

ETN find out how a marine product from New Zealand can benefit horses – and your supplement sales

K

nown scientifically as Perna Canaliculus, the Green Lipped Mussel (GLM) is most commonly recognised for being an ingredient in human and animal joint supplements.

It’s swiftly gaining acclaim in the equine sector for its rapid and noticeable results – and not just for joints. GLM provides a variety of health benefits that can be seen across the whole equine body.

Read on to discover the ten most important features of GLM, including: • The active properties – what makes it so effective?

• Where it comes from • How it’s produced and the significance of using certain processing methods • Recent equine trials 1. The GLM is a potent source of omega 3 fatty acids including eicosapentaenoic acid (EPA), docosahexaenoic acid (DHA) and eicosatetraenoic acid (ETA). These omega 3s have been linked to a wide range of health benefits including

joint, heart, eyes, skin, and brain health. EPA and DHA can be found in sunflower oil, linseed oil and cod liver oil, which are widely used by horse owners to add essential fatty acids into the equine diet. ETAs are only found in the GLM. 2. A natural antiinflammatory, backed up by years of research, the GLM has been shown to contain a number of omega3 series fatty acids of which there are 4 eicosatetraenoic acids (ETAs) which are unique to GLM. These 20 carbon 4 double-bonded structures have been shown to exert significant anti-inflammatory activity in scientific tests which explains the positive health benefits of GLM in maintaining joint mobility.

3. Best known for its benefits in supporting joint health, GLM contains a range of chondroprotective nutrients, including glycosaminoglycans (GAGS) and chondroitin sulphate which make up the building blocks of joint structure and work alongside the antiinflammatory ETA omega 3s.

The Maxavita range.

18 MAY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

more mussel Green Lipped Mussels are a potent source of omega 3.

suggested that DHA may help to improve brain function and regulate mood levels.

Green Lipped Mussels are grown on hanging ropes.

4. GLM can help to promote healthy connective tissue for skin, coat and hoof health. For years horse owners have been adding a splash of cod liver oil to their horse’s feed to help give a shiny coat.

The omega 3s that are present in cod liver oil are even stronger in GLM with the added GAGs (glycosaminoglycans) and a range of proteins and minerals that are essential to the maintenance of connective tissues.

5. The link between omega 3s and brain health has been rigorously studied over the past few years. Various studies in humans have

6. The GLM is native to New Zealand and has been consumed by the coastal dwelling Maoris for hundreds of years. GLMs are grown on hanging ropes and are visible on the surface as rows of buoys. GLM farming is closely monitored and supervised by the New Zealand government Marine Authority.

7. Eco Friendly and sustainable, GLM farming is one of the largest segments of New Zealand’s aquaculture industry. The mussels are grown to strict guidelines and do not deplete nature’s stocks.

8. Using the best extraction process is crucial to ensure maximum quality. Common processes such as freeze drying and cooking denature the omega 3 structures, reducing the fatty acids which make the

GLM so effective. Maxavita uses a patented cold processing method which retains optimum concentrations of the active omega 3s found in fresh GLM. 9. Trial shows 80% improvement to stride length. As part of her dissertation entitled ‘The Efficacy of Green-Lipped Mussel (Perna Canaliculus) Oral Joint Supplement on Equine Limb Kinematics’, Katherine Beaumont studied the effects of ‘Pernamax’, an oral GLM joint supplement, on the stride parameters of the horse in trot.

Results showed that 80% of horses studied increased in stride length after supplementation.

10. GLM has been studied in equine asthma (RAO) in a double blind, randomised cross-over study which produced significant results in all parameters and was shown to be highly effective within two weeks of administration.

About the manufacturer Maxavita is the only UK based manufacturer of GLM equine supplements.

Its premium quality extract SuPerna is produced using a patented process, which makes it unique to the company. Maxavita’s equine range of GLM supplements includes the ‘Maxa’ range and Pernamax Equine, which are available to the trade through Battles. t Maxavita 08450 752754.

DID YOU KNOW? • One tub of MaxaFlex contains the equivalent of 18 Green Lipped Mussels?

• GLM is a common ingredient in equine joint supplements in Germany?

Counting the pennies...

Why licks are loved by cost conscious customers.

A

supplement that can provide all the vital nutrients a horse needs in a palatable package that can be fed ad lib, without a carrier, in field or stable, was always going to catch on. Yes, cost-effectiveness is just one reason why retailers are reporting rising lick sales.

“Horslyx reduces boredom for customers’ horses that are stabled for long periods, provides a balanced diet with forage and is a more natural trickle feeding route when available 24/7.

“For retailers, Horslyx offers better margins than feed, a longer shelf life and minimal storage space. We find it easy to

This range has all angles licked.

“We’ve definitely seen a change in customer spending habits recently,” said Emma Kitching at Farmway. “Customers are looking more carefully at where they’re spending and making cuts if possible. They want good quality, though, so sales of feed balancers and blocks are on the rise.”

Horslyx costs from 35p per day to feed.

Price concern was reiterated by Sara Blackshaw from Countrywide Farmers.

“Everyone is making sure they’re getting the best value from their purchasing. For us, Horslyx answers this demand for value and is a well presented range that merchandises well.

“It’s well packaged in colourful tubs that are easy for customers to identify. It’s a brand that’s grown year on year and is well supported from the supplier end.”

Stuart Stamper, product manager at WCF Pet & Equestrian, sees dual benefits of licks for consumers and retailers.

20 MAY 2011 EQUESTRIAN TRADE NEWS

sell. It’s the perfect option for consumers looking to replace high compound diets with local forage and a balance of vitamins and minerals.”

Merchandising can make or break sales.

Said Farmway’s Emma Kitching: “Horslyx can be displayed easily on shelf. The packaging is bright, with clear product information. Our staff have undergone training with Horslyx, it’s so important for them to understand a product so that they can advise customers.”

5kg and 15kg Horslyx tubs are available in Original, Respiratory, Garlic and Mobility formulations, enabling horse owners to provide targeted nutrition whatever their management system. In addition, 650g Mini Horslyx provides an ideal healthy treat or reward and has been launched in a new Rainbow Mixed Mini Gift set, combining Original, Respiratory, Garlic and Mint, in one eye catching package.

“Horslyx make up a fair proportion of our sales,” said Kirsty McGivern retail buyer at Millbry Hill. “The brand’s variety of products means it covers most people’s needs, therefore we can target a wider market.

Horslyx is cooked, not chemically hardened, and incorporates a high specification vitamin, mineral and trace element package in the palatable, weatherproof formulation.

When fed at the recommended intake of 250g per day for an average 500kg horse, Horslyx costs from 35p per day, based on using 15kg Original Horslyx.

Vicky Maylor, senior buyer at Robinsons Country Leisure, is pleased with Horslyx’ sales figures – and uses the licks for her own horses. “Horslyx are still selling just as well in our shops and via mail order as they always have done. If anything, customers are buying the larger of the sizes in the hope of being more cost efficient.”

Horslyx provides retailers with a wealth of point of sale items, ongoing support and wide ranging marketing, all of which Rebecca Whalley, business development manager at Youngs Animal Feeds, believes helps sell the range.

“Horslyx is a well known brand with a good back up service,” she said. “The products are good quality and sales continue to increase steadily.”

RRPs are £3.40 for Mini Horslyx, £9.80 for 5kg tubs and £21.25 for 15kg tubs. t Horslyx 01697 332592.

Horslyx makes for clear, colourful retail display.

www.equestriantradenews.com

Added extras As the outdoor competition season gets into full swing, your customers will be seeking to enhance their horses’ diets. Here’s what leading brands have to offer...

Iron rich energy

For peak performance

New from NAF, iron rich EnerG is a fast acting liquid formula designed to help improve the performance of hardworking sports horses.

EnerG also contains the correct balance of copper and zinc, both of which are important to maximise the benefits of supplementary iron - thus optimising energy metabolism.

In addition, there are vitamin B complexes, vitamin C for its antioxidant qualities and vitamin K. EnerG comes with a great peppermint taste too.

Says Henriette Andersen, international dressage rider whose top horse is Louis D’Or: “EnerG helps Louis with his daily work. He works to a continually high level now and having more energy is enabling him to cope with this and consequently his training capacity and his fitness are greatly improving.

“I have every confidence in EnerG and recommend it to anyone whose horse is a little too laid back and needs help to put that extra bit of energy and expression into his work.”

The product is available in 2 litres with an RRP of £15.50 or 5 litres at £26.45.

NAF has also launched EnerG Shot, a concentrated blend of essential amino acids and bio-available iron to support energy metabolism, red blood cell production and help replace sweat losses.

It comes in a syringe, making it easy to feed as and when needed. A single 50ml syringe has an RRP of £4.95. t NAF 01600 710700.

IRISH supplements manufacturer Horse First does what it says on the tin – aims to put horses first.

The brand, in its distinctive red and white livery for eye-catching retail display, is used by world class riders include Michael Whitaker and Ludger Beerbaum.

Best sellers from Horse First therefore include Relax Me for calm performance, Hoof First for strong, healthy hooves and My Joints for mobility.

New to the range this season is Exselent E, a selenium and vitamin E supplement.

Another useful product is Garlic & More featuring dried garlic, seaweed, fenugreek, mint and sea salt to support the digestive system and general all-round health. t Horse First 02830 848844..

An answer to ulcers?

AN estimated 90% of horses suffer from gastric ulcers at some stage in their lives, says Saracen Horse Feeds.

RiteTrac has been created to protect the sensitive stomach lining from damage caused by gastric acid, and to maintain a normal pH in the hindgut. It features antacids plus EquiShure, a time-released hindgut buffer.

Saracen recommends RiteTrac for horses at risk of gastric and colonic ulcers - those on high cereal diets or lush pastures - as well as those susceptible to laminitis and mild colic.

It can also be fed in situations such as travel, show/sale preparation and weaning. The RRP for a 3kg tub is £90.44. t Saracen Horse Feeds 01622 718 487.

Healthy coat, bright eyes IMMUNE Aid from GWF Nutrition provides nutritional support to maintain a healthy coat, bright eyes and good respiration – just what’s needed for the season ahead.

Through the use of eight ‘nutricines’, Immune Aid helps maintain a normal equine immune system. It also supports healthy internal mucous membranes.

Joint Aid Plus, meanwhile, addresses the normal wear and repair of cartilage, synovial fluid, tendons and joints in the skeletal structure, helping to maintain flexibility of movement throughout the life of the horse.

Another useful seasonal supplement from GWF Nutrition is X-Lam Aid. Developed with and approved by vets and containing ten active ingredients, it’s aimed at horses and ponies at risk from laminitis. t GWF Nutrition 01225 708482. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS MAY 2011 21

Gastric support U-7 GASTRIC supplement from American Thoroughbred Products is formulated to support and maintain the healthy function of the competition horse’s digestive and gastric system.

With soothing ingredients and a slightly acidic formulation, it helps reduce over-production of acid, keeping the horse comfortable and allowing the stomach wall a chance to restore itself.

Ideal for horses prone to gastric ulcers, U-7 starts to work immediately and offers lasting benefits at a reasonable cost, says the supplier.

Available in 3.8 litres bottles (63 days supply) the RRP is £126.13. t American Thoroughbred Products 01985 844613

Seven into one EQUINE America has combined seven of its most popular ingredients to create new Formula 1.

Super concentrated and suitable for horses in all disciplines, Formula 1 contains ingredients to soothe and coat the stomach, assist strong bones, aid digestion and support healthy muscle function. It also features Cortaflex for joint mobility.

Formula 1 comes in 3.6kg (36 day supply) with an RRP of £98.00, or 18kg (six month supply for one horse) at £399. t Equine America 01403 255809.

For a sizzling summer RESEMBLING muesli and supplied in sachets or tubs, Horse Quencher is added to water to encourage horses to drink.

Gemma Webster, branch manager CWG Countrystores, is an advocate. “Horse Quencher is fantastic for getting horses and ponies to drink whether for leisure or competition,” she said.

“Most horse owners, no matter how experienced, underestimate just how much water is required to keep their equine functioning healthily. Even the fussiest horses will take this especially if all the recommendations are followed.”

Horse Quencher offers good margins and valuable repeat sales. It’s distributed by Trilanco and Westgate EFI. t Horse Quencher 01842 879161.

For sustained speed and power STORM is a new and unique feed supplement for sports horses featuring carnosine – a lactic acid buffer.

Horses need fast acceleration or power during racing, eventing, showjumping, polo and the final stages of an endurance race. Their muscles produce lactic acid, which contributes to muscle fatigue.

As natural athletes, horses have a mechanism to buffer the rising level of lactic acid and thus delay the onset of fatigue. Carnosine, present in muscle in varying amounts in different horses, is key to buffering lactic acid during exercise.

STORM provides the key building blocks for synthesis of carnosine in horses. The active ingredients are bio available and have been scientifically proven to support carnosine synthesis in horses and humans.

STORM, exclusively available through Racing Blue, is supported by global patents. A 3kg tub (1 month’s supply) has an RR of £195 (£1.95 per horse per day). t Racing Blue 01242 633600.

Bodily support THE Carl Hester Joint & Muscle range from NetTex targets joint care while also supporting the body to help keep muscles working to their optimum level.

The daily supplement features glucosamine HCL and chondroitin, plus calmers and anti-stress agents, muscle energizers and stimulators, antioxidants to clear toxins and fat burners to assist with muscle support, says Net-Tex. A syringe is available as a pick-me-up for tired muscles. The results are said to last for eight hours. t Net-Tex 01474 813999.

With sought-after ingredients GREEN Lipped Mussel (GLM) and gamma oryzanol (rice bran) – two currently high profile ingredients – feature in MaxaPower, a new muscle building formula from Maxavita.

Designed to support and maintain healthy circulation and promote optimal muscle function in hard working horses, it’s suitable for horses undertaking strenuous exercise or being worked daily.

MaxaPower is packed with essential amino acids, GLM and rice bran oil to encourage muscle growth and strength, increase stamina and improve recovery rates. GLM is naturally high in omega-3 fatty acids which are known to promote heart health.

MaxaPower may be of benefit to performance horses, particularly horses that struggle to maintain condition during the season. The RRP is £29.85 for 900g tub/30 day supply. t Maxavita 08450 752754.

Herbal help GASTRI X from Hilton Herbs is formulated to maintain a healthy digestive system and recommended for horses in hard work, on cereal-rich diets or restricted turnout.

It includes herbs such as slippery elm and marshmallow for digestive function and gotu kola for tissue repair. RRP for 1kg is £28 or £1.55 per day for 15.2hh horse.

Extra Mile Gold is aimed at competition horses in all disciplines. It’s a blend of herbs including hawthorn berries, withania root and Siberian ginseng to maximise fitness and stamina and speed up recovery.

RRP for 1 litre is £22.00, or 66p per day for a 15.2hh. t Hilton Herbs 01460 270708.

The complete package WHEN your customers feed Super Codlivine, no other nutritional supplement is required, says manufacturer Battles. That’s why the company has christened it ‘The Complete Supplement.’

Super Codlivine is a broad spectrum blend of vitamins, minerals and trace elements plus cod liver oil, based on grass meal to optimise health and well being. It’s available in a 2.5kg bucket, 2.5kg carry pack or 15kg sack. t Battles 01522 529206.

Stress-buster

Natural detox

SUPREME Products’ DeFuse is a vitamin based supplement to help calm stressed and nervous animals.

Given in the feed or by using a syringe, it’s a vitamin, amino acid and magnesium based supplement.

DeFuse is available in four sizes – pre-filled syringe RRP £8.50; 500ml £24.50; 1 Litre £39.50 and 5 Litre £180 t Supreme Products 01377 229050.

NEW Keratex Zeolite acts as a natural detox, cleansing the horse’s digestive system while retaining valuable nutrients from feeds and supplements for the horse’s benefit.

For centuries, zeolites have been used to mop-up impurities, improve well-being by filtering out and harmlessly expelling unwanted toxins. They are also used in industry for water purification.

Keratex Zeolite comes in a powdered form with a scoop to be mixed with feed. The RRP is £15 for 900g. t Keratex 01373 827649. www.equestriantradenews.com

22 MAY 2011 EQUESTRIAN TRADE NEWS

Tip top trio The TopSpec range includes three additives – TopSpec Calmer, TopSpec 10:10 Joint Support and TopSpec Doctor Green.

TopSpec Calmer is a powdered preparation designed to be fed to horses and ponies with anxious temperaments, particularly those that cannot cope with stressful situations. Apple-flavoured for palatability, it’s to be mixed into feed daily.

TopSpec 10:10 Joint Support is a granular additive which provides a nutritional support system to promote the comfort zone in and around joints.

TopSpec Doctor Green is powdered and has a fabulous flavour. Its ingredients are designed to stimulate appetite in horses, particularly those that are working hard, on high concentrate diets or are stressed. t TopSpec 01845 565030.

Reduces recovery times EQUIMINS’ Vitamin E and Selenium Liquid contains a range of ingredients to help maintain normal acid balance in the muscles.

Vitamin E supports muscular health, vitamin C and selenium are antioxidants that mop up free radicals, ginseng aids vitality while reducing recovery times and lysine assists with performance.

Vitamin E and Selenium Liquid is available in 1 litre (20 day supply, RRP £11.65) and 5 litre quantities. t Equimins 01548 531770.

Get good at merchandising…

RETAIL TIP

Supplements manufacturer NAF is well known for the powerful marketing of its products. Merchandising in store is a valuable part of that marketing activity. Make sure you’re not missing out with these top tips.

1. Strong product display means ensuring fast selling lines and seasonal products are in customers’ first field of vision. Displays should be well lit too.

2. Make the most of informative store signage and point of sale (POS) literature. POS material must be well displayed, crisp and appealing – never dog-eared.

3. Keep product dusted, tidy and looking in good condition to entice consumers to purchase.

4. Knowledgeable sales staff - with the confidence to give customers sound advice - always make sales. NAF offers regular product training to all stockists and their staff.

5. Make the most of stockist support available. NAF has a well qualified team of area sales managers to advise and assist retailers. You and your customers can also use the NAF freephone advice line on 0800 373 109.

6. Look out for value added promotions; greatly appreciated by stockists and consumers alike, they help to drive sales through store.

Scope for a new supplement?

Supplements are available to sprinkle on dogs’ food to reduce the build-up of plaque. Would something similar for horses be well received? ETN reports on some pioneering work.

The potential role of bacteria in the development of periodontal disease in horses has been highlighted in research funded by The Horse Trust.

The research, carried out by Alistair Cox at the University of Edinburgh, is also the first study to describe the microscopic anatomy of equine periodontal disease. Alistair plans to submit the research to a veterinary journal.

Equine periodontal disease is a common condition in horses affecting around 60% over the age of 15. The disease is painful, affecting the animal's ability to eat, its performance and quality of life.

Although bacteria are known to be a cause of periodontal disease in humans, cats and dogs, their significance in relation to horses is less clear. Mechanical factors, such as food being packed between the horse's teeth due to abnormal growth and spaces, were considered to be the primary cause.

For the research, Alistair examined 22 post mortem equine skulls; 16 had periodontal disease.

"This research highlights how common periodontal disease is in horses. Yet many horses don't receive treatment so are likely to be suffering in silence. I would advise all horse owners to get their vet or equine dentist to check their horse regularly," said Alistair.

He identified bacteria, including spirochaetes, associated with the presence of periodontal disease. Spirochaetes are known to be important in the human and canine condition, but this is the first study to identify spirochaetes associated with equine periodontal disease.

It also begs the question of whether a suitable supplement or feed additive could be developed.

24 MAY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

What impact has the VAT increase had on your business?

That’s the question ETN asked retailers for our new feature – Retailer Forum. Here’s what you had to say....

W

hen VAT went up from 17.5% to 20% on 4 January, trading at online pet and dressage specialists Fur Feather Meds followed its usual annual pattern – busy December, quiet January. Business is now picking up again thanks to better weather and the competition season.

Manager Lili Brooksby has increased the prices of new stock to match the VAT increase, but left old stock at the original sale price.

Higher end prices aren’t questioned by customers.

“I’ll have to put up prices of items I don't hold in stock such as Thermatex and NEW, but I've kept old stock prices the same for now. To be honest, the weather and time of year has had more effect on sales than the VAT increase.”

Many larger stores had no choice but to increase their prices to match the new VAT rate. Said Carolyn Barton of Wadswick Country Store in Wiltshire: “It was just too complicated with the accounting not to do so but it hasn't made any difference to sales, and no customers have commented upon it.”

Chris Blanche of The Rugman in Gloucestershire, who started out as a rug cleaning service before adding a small shop selling equestrian stand-bys, turned the VAT increase into a marketing opportunity.

He advertised a ‘duty free’ month in January giving customers 20% off. “It worked really well, especially in a month that’s traditionally slow,” said Chris. He

Chris Blanche of The Rugman turned the VAT increase into a marketing opportunity.

www.equestriantradenews.com

hasn’t increased the price of most products since, apart from stock from suppliers with set retail prices.

Another shop that’s been proactive is Throstle Nest in Barnsley. Manager Jayne Baxter decided to hold prices down in January and use the VAT increase to her advantage at a slow time of year. As new stock comes in, prices have been gradually changed.

“With essentials like grooming and horsecare products, the VAT increase has made no difference [to sales],” said Jayne.

“But it’s a bit early to tell with clothing because when the VAT increase happened, those items were on sale. It’ll be interesting to see how the new spring clothing stock sells.”

Comparing prices The VAT increase aside, consumers are increasingly price conscious – but not necessarily avoiding the more expensive purchase.

They check and compare. If they want to save money, they spend less on themselves, but still spend on Customers are checking their horses. prices online, says “In general, Carolyn Barton of customers are being Wadswick Country Store. much more cautious,” said Carolyn Barton. “That pattern started last year. A lot more customers are checking prices online and spending time comparing prices than they used to.”

Jayne Baxter agreed: “Prices have to be favourable compared with competitors. And shops need to be proactive with their marketing - not sitting back and waiting too much, and just seeing what happens.”

Lizzy Bunting of Priory Saddlery in Cleveland says her customers were made even more price conscious by the VAT increase. The local steel works closing and the fact that the majority works in the now uncertain public sector has made them more frugal still.

“People are being more careful with what they are spending. The economy is high on the list of topics of customers’ conversations in the shop,” said Lizzy.

The local media is to blame for being so negative about the local economy.

“The local media are partly to blame; they’ve been so negative about the economy which makes the situation worse for the retailers. Some customers are saying that the economic situation hasn't affected them yet, but as they’ve heard so much talk about it in the media, it’s making them more cautious with their spending.”

Lili Brooksby spends a great deal of time researching other retailers’ price points for specific products. Currently finding that customers really like bargains, she’s been selling old samples from companies such as euro-star while good value brands like HKM are popular.

Lizzy is noticing declining up-take of middle-priced brands. “High-end brands are still doing well but people that use to buy middle-priced products are swapping to the lower-priced ones,” she said.

Nicky Cromb of Equikro in Edinburgh agrees: “Higher-end prices aren’t questioned by customers but we’re definitely not selling as much of the middle-price ranges.

“Kids’ clothing has also really dropped off for us. People are buying cheap supermarket clothing rather than equestrian specific items to Lizzy Bunting of Priory Saddlery. The economy is save a bit of often discussed in her shop. money.”

ETN’s next Retailer Forum considers internet versus bricks and mortar retailing – plus the challenges facing the growing number of retailers who do both. If you’d like to participate, we’d be delighted to phone you for a chat. Let us know tel 0845 618 5007 or email editor@equestriantradenews.com EQUESTRIAN TRADE NEWS MAY 2011 25

Holiday guide available for free distribution

SIX OF THE BEST – AT GATCOMBE

B

ETA will return to the Festival of British Eventing in August as presenting sponsor for the sixth year – giving our members a high profile at one of the country’s leading equestrian shows.

More than 50,000 visitors flock to Gatcombe Park, in Gloucestershire, for three days of thrilling competition, including the British Open, Intermediate and Novice Championships, and a Pony Club show jumping event that is also sponsored by BETA. Last year’s prize draw for a luxury rider-and-horse hamper and goodie bag giveaway proved so successful we have decided to repeat it. To make this possible, we are inviting BETA members to contribute to the prize draw and donate product samples or merchandise for the giveaway.

Each item for the hamper should have a retail value of more than £200 and we would like to include a saddle, a bridle and other leatherwork, a set of rugs, a rider outfit, safety equipment (including a hat and body protector), equine legwear, feed and supplements, bedding and giftware.

All prizes will be displayed on the BETA stand, with companies acknowledged in the event programme.

A minimum of 250 to 300 items of merchandise or product samples, such as baseball caps, pens, key rings, sample pots and magazines, are also needed for the goodie bags.

We have already received several generous offers for both the hamper and goodie bags, but further items are still needed.

The popular BETA trade pavilion – a large, walk-through marquee – will also feature at the event, with 3m x 3m stands available at a cost of £1,000 plus VAT. For further information, contact Tina Rogers in the BETA office.

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 26 MAY 2011 EQUESTRIAN TRADE NEWS

THE revised and updated BETA Guide to Riding Holidays in Great Britain – a glossy, A5 publication containing key contacts and information for booking an equestrian holiday in England, Scotland and Wales – is now available and can be supplied to retailers for free distribution in-store.

From Bedfordshire to West Glamorgan, the guide is divided into individual counties alphabetically. Each entry features key-coded symbols for easy identification of facilities, number of horses, opening times, affiliations and services, including Western riding lessons, carriage driving and show jumping.

The guide also contains a page of useful organisations’ contacts, as well as a list of

leading equestrian tour operators. The BETA Guide to Riding Holidays in Great Britain is published as part of BETA’s commitment to promoting horse riding and supporting the equestrian trade.

Copies can be ordered from Tina Rogers in the BETA office.

BETA holds first feed conference THE latest requirements of feed labelling legislation and the long-term future for feed prices and raw materials are two of the subjects up for discussion at the first BETA Feed Industry Conference, on 25 May. Speakers include Tim Frank, of the Food Standards Agency, Mars Horsecare commercial director Robert Clegg and Professor Tim Morris, of the BHA. Aimed at those working in the feed and supplements field such as manufacturers, distributors, retailers, nutritionists and university lecturers, the conference – costing £70 plus VAT for members and £100 plus VAT for non-members – will address key issues and challenges facing this sector.

It will take place at the BHS, Abbey Park, Stareton, Kenilworth, Warwickshire, from 9.45am to 4.30pm. To book your place, contact Tina Rogers in the BETA office.

New members welcomed The following applications for membership have been approved by the BETA Council: Pegasus Health, Billinghay, Lincolnshire (horse supplements manufacturer) – Trade.

Norvite Farm & Country, Insch, Aberdeenshire (retailer and animal feed manufacturer) – Retail, Full.

Safety & Security, Alresford, Hampshire (H & S advice) – Associate.

All Saddle Solutions, Skipton, North Yorkshire (mobile saddle fitter) – Retail, Provisional. www.equestriantradenews.com

Tools, tubs (and a few tricks) for the trade Faulks & Co celebrates its 30th anniversary this year. ETN marks the occasion by talking to company founder Steve Faulks.

Q. Congratulations to Faulks & Co Ltd. on reaching your 30th anniversary. How did it all start?

A. Thank you! The first product was the Tyre Rubber products range in 1981.

Initially aimed at the gardening market, the heavy duty recycled nature of the product seemed ideal. However, sales were tough. I used to pony trek around the Cotswolds with a tent and thought I would try the selling the rubber skips to the traders at Stow Market. They bought the whole van load in an hour, and the marketing strategy was firmly set for Tyre Rubber.

For some years I was involved with several clothing shops as well as the Tyre Rubber products. I finally decided to concentrate on the container business alone in 1994.

A preacher left a large Tubtrug on the altar for donations.

Two years later two things happened; Dean Cox joined us, pony tail and all, and Tubtrugs were developed to appeal to a wider market. At first they were what I considered a ‘perfect’ product… recycled, extremely useful, strong etc. Charlie Dimmock awarded the new black-only Tubtrugs a “Best New Product of the Year Award.” However, the public wanted colours.

First came Dean’s idea - bright yellow for builders, named Gorilla Tubs; followed by green for gardening. The equestrian trade kept asking, so we jumped all the way in with bright pink. The rest is rainbow history.

Doing garden and horse exhibitions made us realise there was a call for general purpose tubs which were rigid and yet capable of being used in stables, gardens, building sites and the like. Again fully recycled, the new MultiTub range was born. They make great troughs and also instant ponds or fountain reservoirs. www.equestriantradenews.com

Our next venture - Wm.Faulks Tools was a natural follow on. There are conventional equestrian tools for mucking out etc. and also a range of tools for hedging, ditching and fencing…. all superb quality, fulfilling all major requirements for any paddock owner.

We offer nice colours in the stable tools, and are particularly proud of our in-house designed Riddler which is a shavings fork that doubles as a riddle to conserve precious shavings.

Q. Just how popular are Tubtrugs?

A. Tubtrugs were developed to chase the elusive garden trade. But there’s no trade that can’t use one, even if it’s just for a stylish waste basket. There are now nine colours across six sizes sold into over 30 countries.

Q. What’s the most unusual use of a Tubtrug you have ever come across?

A. There are two which jump to mind.

One old boy reckoned he would hang his Tubtrug on a nail in the shed with a few screwed up balls of newspaper in it. He said his ferret loved playing in there while he cleaned the cage.

The other was a preacher who left a large Tubtrug on the altar for donations. I commented he must have either a very large congregation or a very generous one. He smiled and put his hands together in supplication. “I’m praying for both,” he smiled.

Wm Faulks range for hedging, ditching and fencing.

have pretty equal demand for the hedging and ditching tools.

The best display is to have a small range of several models… a good shopkeeper will know his customers and should get the customer to pick the tools up and feel the quality which is self evident to a discerning buyer. They might not buy there and then, but they will remember when they get fed up with making do and mending with their granddad’s rusty old tools and finally decide to dip their hands in their pockets.

Q. In this era of environmental concern, is it a major selling point that many of your products are made from recycled materials?

A. Environmental concern is only just beginning to be a ‘big thing’ to be honest.

I’ve always tried to push sustainability and recycling but it’s only now that people really bother to listen. Better late than never though, and of course we are well placed to satisfy the market now it’s here. We’ve been waiting since 1981!

Q. The Wm Faulks tools range, launched last year, has opened up new opportunities for equestrian retailers. After all, most horse owners need to maintain hedges, ditches, fences and paddocks. Which particular tools are most popular with horsey customers, and how can they be displayed to good effect instore?

A. Many saddlers have not exploited the fact that all customers who have a stable and paddock are always in need of specialist tools for maintenance. Besides the obvious bedding tools of which our registered design Riddler is top seller, we

Equestrian interest in Tyre Rubber products started at Stow Market in 1981.

EQUESTRIAN TRADE NEWS MAY 2011 27

Q. How does Faulks & Co support its retail stockists?

A. There’s a saying: “The customer is your ultimate employer.” It’s always been our wish to offer great selling, profitable products in a relaxed, easy fashion. Everyone at Faulks adheres to this style… if there is a problem, get it sorted with minimum fuss. Our deliveries are renowned, we always try to keep stock and deliver mostly in three days.

Our network of wholesalers and agents cover the country Every horse owner needs giving easy access to our entire a Tubtrug or two. range. Some wholesalers have been with us since the early 1980s which speaks volumes.

We offer really great point of sale stands which quadruple Tubtrug sales.

We meet our customers face to face every year at BETA International which keeps our feet on the ground. We like to hear from our customers, and we always maintain quality of the highest standards so they can sell with confidence at all times.

Mix all that with back-up consumer advertising and it’s a formula that’s worked well for years.

Q. Tubtrug and Tyre Rubber Products are so much safer around horses than a ‘cheap’ bucket or bowl bought from a DIY shop. Do you think some equestrian retailers should promote these benefits more clearly?

A. Of course the retailer has to deal with what he’s got in the way of customers. Some people will only ever buy a 99p bucket and take the risk of a horse getting the handle tangled round its leg, or cutting its face on sharp plastic shards.

However some customers are just inexperienced and it would be a great help, as well as a profitable exercise, to point out the dangers and get them to trade up to safe flexible Tubtrugs or Tyre Rubber Products. That way, everyone benefits, including the horse.

Q. What are your hopes for Faulks & Co for the next 30 years?

A. Obviously, I hope to be here. I’m 64, so I wouldn’t put money on it! My partner and managing director at Faulks, Dean Cox, is only in his mid thirties, so hopefully the flag will still be flying.

Seriously, we have had such fun and co-operation putting the William Faulks range of tools together this last year that I hope we keep expanding our offerings to the trade so we have always got a reason to be ringing and calling by.

It’s been a great 30 years, and I would like to take this opportunity to thank all of our customers sincerely for their custom and support. Thank you. t Faulks & Co 01455 848184.

Safety is another advantage of Tyre Rubber products.

28 MAY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

I couldn’t manage without...

Liz Benwell keeps six horses and says her paddock and stable yard wouldn’t work without...

Tubtrugs – for feeding (each horse has his or her own colour), for skips, for temporary water containers, for washing tails, for just about everything...

Feed stirrer – sounds obvious, but a wooden spoon, stick or spatula just won’t do. My strong plastic number is by Westgate EFI. Old car tyre – in which to place feed for the horse who always knocks it over. Is there a smart commercial alternative?

Electric fencing – has endless applications. Horses that live out can be fed in separate corrals to prevent fighting, wooden fencing made more secure and saved from being chewed, gates enhanced with springy connectors (keeps horses back from gate ) and of course, grass intake controlled by strip-grazing.

Polybarrow – the best wheelbarrow I’ve ever used, its 90 litre bucket is wide rather than deep, so ideal for transporting buckets and bales. There’s even a handy carrying tray at the front. Its one-piece plastic construction should ensure a long, long life.

Muck fork – a proper, long handled, gold pronged one from the Wm Faulks range which is beautifully balanced and the perfect tool for making a traditional straw bed.

Pooper scooper – Stubbs’ universal stand-by keeps the yard tidy and paddocks droppings-free (well that’s the aim).

Rockies – big red mineral licks for equine entertainment and essential salt.

Self-filling water tanks – I couldn’t survive without them, but how do you stop them from freezing in winter?

Broom – no yard is complete without a decent broom, and preferably someone to operate it.

A hosepipe – for a multitude of jobs involving washing horses and kit.

WISH LIST...

A purpose made mounting block – mine is four breeze blocks.

Rug rack – when I visit a tack shop, I see rugs displayed on lovely racks, but never see one on sale.

Water trough/pipe heater – is there such a thing?

Quad bike – realms of fantasy.

www.equestriantradenews.com

Be in a

class of your own Giles Fielding is keen to see retailers generate good margins.

Selling ‘outdoor’ equestrian equipment like show jumps and mounting blocks is something many traditional equestrian retailers may not have tried. But are you missing a trick? ETN caught up with Giles Fielding, joint managing director of Classic Showjumps – now part of the Excelsior Group, to find out how to cash in on this potentially profitable product area.

ETN: Classic Showjumps was acquired by the Lancashire based Excelsior Group, a rotational moulding company, last year. Excelsior was founded in 1902 to supply fibre boxes to the then thriving cotton mills – and has grown to employ 100 people in three sites across Bury, manufacturing everything from flight cases and grit bins to missile cases. So what prompted Excelsior to buy an equestrian company? Apart from the fact that Excelsior started as a horse-drawn coal cart operation!

Giles: At Excelsior, we already manufactured a range of steps that we sold through our industrial mail order catalogues, and we had an enquiry one day from a lady who wanted a mounting block. This was a bit of a light bulb moment.

I looked at which other equestrian products on the market were roto [rotational] moulded, and was pleasantly

surprised! So we launched Horse Blocks which originally sold directly to end users, however my aim was always to attract trade companies - I just had no idea who they were.

This led me to contact Di Towers at Classic Showjumps who began ordering from us.

We then did some contract moulding for them until early 2010 when the opportunity arose to buy Classic Showjumps. We jumped at the chance because the products were an ideal add-on for our operation.

ETN: Your products are fantastic, but most of them – apart from accessories such as feed scoops – are quite large.

Surely the average equestrian retailer won’t have room to display a set of show jumps?

Giles: Yes, the size does pose certain issues. When people see our products in the flesh, they usually love them because of the quality, strength and thickness of the material, but

30 MAY 2011 EQUESTRIAN TRADE NEWS

as you say, not everyone has the luxury of being able to stock our range. In that case we offer products on a sale or return basis, confident in the knowledge that our best selling lines will always sell.

We advise trade customers to keep at least one or two products in the shop to show customers. We offer boxes of free catalogues too. There’s a new one out shortly, unbranded so that customers go to the retailer and not to us.

ETN: Your show jumps, mounting blocks, tack and feed storage products are spot on when it comes to practical equestrian application. The wheeled feed bins with clear lids so that the user can see what’s running low are a brilliant idea. Where does the equestrian knowledge come from?

Giles: We talk to our retail customers about new product ideas all the time. They know what sells and they know what

their customers want. If something is requested – even a pink feedbin – we can potentially have it onto the marketplace within two months from design to sample to product in shops. We have our own tooling company within the group along with CAD design facilities which helps us enormously.

ETN: Unusually for a supplier of show jumps and stable equipment, Classic Showjumps deals with the trade only and never sells directly to the public, even at shows.

Giles: Excelsior has never sold direct in 35 years of supplying its industrial customers and we wanted to adopt the same policy with Classic Showjumps.

Feedback tells us our customers have complete confidence that under no circumstances will we compete with them, and that all enquiries from end users will be forwarded to the nearest stockist. www.equestriantradenews.com

We’re happy to discuss exclusivity agreements with customers; it’s something that’s particularly requested in Europe.

We keep stock of all best selling products throughout the season. We’re very committed to Classic Showjumps and want to provide the very best delivery times to our trade accounts.

Where items are in stock, they’re despatched within two days; if not in stock, we aim for ten working days.

Most orders leave the factory in less than 10 days. We’ve learnt over the last two seasons that it’s essential to carry a large stock holding, so we manufacture in the off season and top up during the season as required.

In terms of special requirements, we can more or less do anything. If someone wants a five-band jumping pole in five different colours, we’re happy to do that.

We like to think that stockists can generate good margins for themselves.

Typically we offer a margin of at least 30%. Being the manufacturer gives us a distinct advantage as it removes one link and one more margin from the supply chain.

I’m particularly keen for our stockists to take our range out to shows. We only ever exhibit at trade shows, so for our products to be seen at the likes of Badminton is great exposure for us.

Last month Countrywide Farmers took our products to Badminton, but there are an awful lot of smaller shows around the UK and if any of our customers are planning to go and we can help, we certainly will.

Just recently I met with Mark and Helen Wordley at Ashbourne Showjumps.

Although they are a relatively new customer of ours, Mark and Helen are very pro-active and keen to take the range to their local shows. In this situation, we would always look to providing some support.

ETN: It’s said that Classic Showjumps pledges to launch at least two new products a season. That’s quite an aim! www.equestriantradenews.com

The brand new nestable 3 tread mounting block.

Colourful, safe and robust equestrian equipment is Classic Showjumps’ watchword.

Giles: Yes, that’s a pledge I made when we bought the business and our plan is to stick to it. We’ve just launched our new nestable 3 tread mounting block.

Coming soon is a smaller tack pack aimed at young riders – plus a small training block.

We have lots more ideas; however it’s sensible to stagger the launches to ensure that our pledge doesn’t backfire within three years! It also spreads the cost of tooling which can be considerable.

ETN: How many colours feature across the entire Classic Showjumps range?

Giles: We offer 11 standard colours, and yes, customers can have any product in any colour. One thing I’ve found amazing, particularly in Europe, is the lack of choice when it comes to colours. Red, blue, pink, purple and forest green are best sellers, but we keep supplying products in most colours because everyone’s tastes are different. t Classic Showjumps 0161 765 2013 / 07775 915206.

EQUESTRIAN TRADE NEWS MAY 2011 31

Home sweet Modern, time-starved horse owners love convenient, labour-saving products that make life easier around the stable yard.

Naturally clean and caring THE nature of a stable means a build-up of faeces and urine. Even after mucking out, remnants remain in the cracks and surfaces of floors and walls providing the perfect breeding ground for bad microorganisms, says Emvelo, supplier of natural animal care products such as Stable+.

Micro-organisms are all around us, with each micro-environment containing a balance of both good and bad. Disease causing bad micro-organisms, in particular bad bacteria (germs) thrive in warm, moist conditions such as a stable.

Here they continue to multiply releasing an unpleasant odour.

An increase in bad bacteria is associated with mud fever, rain scald, diarrhoea, strangles and infection. Even a small cut can quickly become infected by bad bacteria, making it slow to heal. Bacterial infections can also affect the equine respiratory system.

Management should encourage a balance of the good (beneficial) microorganisms and the bad, thus reducing disease while creating a fresh, naturally hygienic environment for the horse.

The aim of hygiene is to reduce disease associated with bad-bacteria ie. germs. Disinfectants and anti-bacterial agents not only kill off the bad bacteria but also the good, says Emvelo.

The alternative is to use a stable spray containing a mixture of beneficial micro-organisms to mirror the natural environment creating a safe, healthy fresh habitat for the horse. For maximum benefit, the floor, walls and new bedding should be sprayed.

Essential oils are an excellent addition to a stable spray with neem in particular being well documented for its deterrent effects. The advantage of oil to aid fly and mosquito control is you can avoid the use of chemicals such as deet or pyretherin which are harsh on skin and have a negative impact on insects such as bees and ladybirds, says Emvelo. t Emvelo 01428 685211.

32 MAY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

home No need for keys NEW at BETA International 2011 were these incredibly clever No-Ke padlocks and button bolts from Pegasus Innovations.

With no need for keys, the lock or bolt is opened simply by pressing a button that’s flush with the lock and almost invisible unless you know it’s there. This renders No-Ke devices tamper proof yet accessible by anyone who knows how to operate them.

A security version of the button bolt is available with alerts sent by text to a mobile phone if the bolt is opened. It would seem likely the padlocks also make a great deterrent to would-be thieves, for instance on field and yard gates, although No-Ke makes no claims in this respect.

Button bolts – perfect for stable doors – come in a range of colours.

Padlocks come in attractive shades too, and can be personalised with names, artwork or logos. This is a British made range. t No-Ke 0121 500 5111.

It’s child’s play THE bigger, stronger - and pinker Weelie Barrow is now supplied ready to assemble and with colour coordinated handles and wheel.

The multipurpose, 100 litre capacity barrow has a strong, galvanised, welded and lacquered frame with a heavy duty, easy to clean stepped pan. Strong wheel brackets have improved balance and weight distribution when loaded.

Also available is a 20 litre capacity child’s version – just like mum and dad’s. t Battles 01522 529206.

14 day fly killer THE American fly control product Tri-Tec 14 - so called because it stays in place for 14 days – is now available in the UK via LS Sales.

The insecticide kills the carriers – mosquitoes, ticks and flies - of infectious diseases such as West Nile Virus, Lyme disease and swamp fever (African Horse Sickness).

Used for a number of years in the US as an ‘on horse’ spray or wipe, it also kills lice and gnats.

The formula contains cypermethrin, pyrethrins and strong polymers to keep it in place for 14 days, making it effective, long lasting and economical.

The efficacy of Tri-Tec 14 was tested by Wellmark International. t LS Sales (Farnam) 01608 68385. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS MAY 2011 33

Right tools for the task A HORSE owner’s work is never done. This month, it’s time to tackle the dreaded ragwort.

Eazitools’ Rag-Fork removes this toxic weed quickly and easily. It digs up the whole plant including the roots, reducing the chances of re-growth.

Available in a choice of pink, purple or yellow, every Rag-Fork comes with a free pair of protective gloves. RRP is from £28.99.

Meanwhile, if they’ve still got horses stabled, what better than the Ergonomic ShavingsFork, designed to reduce your customers’ back strain?

Ideal for cutting through dry or wet bedding, it features an extra grip handle and doublecranked shaft to minimise leverage and improve posture. Sharpened, rounded prongs lift and cup with ease. The prongs also curve at the back to help sift shavings and reduce waste.

Ergonomic Shavings-Fork comes in pink, purple, yellow or silver; sizes are large, medium and children's. The RRP is £32.99.

Eazitools Equestrian says it offers excellent margins for retailers alongside strong advertising. The company also promises fast delivery and superb customer support. t Eazitools Equestrian 01302 746077.

Great ‘price to power’ ratio

When horses go ‘ping’

NEW Dual Power (DP) electric fence energisers from Agrifence are proving so popular, they’ve quickly become the company’s bestselling range.

The no frills design makes them very simple to use, while the price points add up to an excellent ‘price to power’ ratio.

Supplied with 12v battery leads, DP electric fence energisers can also be run direct from the mains via an optional adapter. A purpose designed mount post / earth stake completes the package.

Although available in 0.5, 1, 2 and 3 joule versions to cover most requirements, the 1 joule DP-1210 model is the most popular. Low cost enough to use for strip grazing or dividing, it packs enough punch to power up to 10 acres or more if required.

The RRP is £129.99 (mains adapter and earth stake extra if required). t Agrifence 01432 373920.

EQUI-PING was created by Kent racehorse trainer Martin Smith after years of head-scratching over a better, safer way to tie-up horses in the stable, yard or horsebox.

Equi-Ping forms a link between lead rope and wall fixing and only comes into play if the horse panics and pulls back – at which point it ‘pings’ open. It’s the smart alternative to baler twine.

British made Equi-Ping has been brought to market by Equine Designs South East, in collaboration with Kent based Thornflex Plastics. It’s been thoroughly tested on Martin Smith’s yard.

Equi-Ping was highly commended in the 2011 BETA International Innovation Awards, the judges being impressed with the fact that the breaking point can be varied and that it’s reusable.

The device is nicely packaged for retail sale, on a card with full instructions. The RRP is £5.99 and it comes in five bright colours. A professionally produced DVD explaining how the product works, plus posters and images are available to support stockists. Battles is a distributor. t Equine Designs South East 07801 522876.

Scooper is 24% bigger YOUR customers can make light work of paddock maintenance with the Stubbs Super Scooper from Abbey.

Made in polyethylene moulding, with a tubular steel handle and tough wheels, the scooper is great for saving people’s backs while removing droppings from fields, stables and arenas.

The Super Scooper is 24% larger than the original Stable Mate and comes with a handy scraper rake. RRP is around £36.00. t Abbey England 01565 650343.

34 MAY 2011 EQUESTRIAN TRADE NEWS

Powerful but safe NEW Aqueos disinfectant is effective against 99.998% of bacteria, fungi and viruses – making it ideal for stables, yards, foaling boxes, horse transport and veterinary practices.

Aqueos, a water based product containing no alcohol (so no loss through evaporation), blends several biocides for rapid disinfection. It’s tested to EN1276 and EN1650, has a kill rate of under 30 seconds and continues to work up for up to three days, reducing the risk of further contamination.

Two litres dilutes to 80 litres and is administered using a special hose applicator. The fine spray enters the smallest of cracks with no unpleasant smell. A 5 litre refill, diluting to 200 litres, is available.

Aqueous can be used as a deodoriser and is safe to spray directly onto horses’ bedding. t Aqueous 01672 562007. www.equestriantradenews.com

A VIEW FROM AMERICA

When retailers ‘sale’ into trouble Unable to run a proper sale, retailer John Nunn has been risking suppliers’ wrath over minimum advertised price (MAP) policies.

W

e send our weekly email blasts which we call News & Noteworthy to tell our customers what’s new in and to highlight categories and brands. We also tell them about what we’ve put on sale - hence the real reason people open the email to begin with.

But it’s becoming harder and harder to find products that I’m ‘allowed’ to discount.

What happens when your cash is low, your inventory is high and you have no choice but to ‘sale it off’ to pay your bills?

I was recently away from my store for a few weeks, running my business remotely as I sometimes do, trying to put some products on sale for News & Noteworthy.

Ah, I haven’t had a sale on Back on Track products lately, so I post 20% off all Back on Track products for my webmaster to add to the ads she’s getting ready for the email blast. That was easy!

Not three hours later I get a call from the American CEO of Back on Track to tell me that we’re not in compliance with Back on Track’s MAP pricing structure. He wants me to retract the ad, say we never discount Back on Track and that the ad was sent out by mistake. Without hesitation, I agree to do it; but I have to ask myself, how was I supposed to know that Back on Track had a MAP pricing policy in place?

So I contact my webmaster, ask her to do the retraction and instead put up 20% off all custom products such as helmet covers, jockey whips, saddle and bridle bags. That’s easy, it’s a category on our www.equestriantradenews.com

website and all she has to do is click a few buttons, change out the ad and we’re back in business. That was simple.

It’s again not three hours later and here comes a phone call from Mattes. “You have the Mattes Custom saddle pads on sale this week for 20% off, and that is not in compliance with our MAP pricing policy...” I assure her it was an error, she didn’t ask for a retraction (good news) and life moves on. Or does it?

How does anyone have a sale anymore?

I have had an annual tent sale for the last 20 years, always marking 20% off everything in the store. People love it and come in their hundreds; but now companies are insisting that when I run my ad, it says something that excludes them, so reads something like: “20% off throughout the store excluding Ariat, Kerrits, Fits, Irideon, Charles Owen, Herm Sprenger, Horseware, GPA, Stubben, Pikeur, Dansko, Mountain Horse, Mattes and, of course, Back on Track.” Excuse me if I left out anyone that also has MAP pricing!

Margins Hey, I know that MAP pricing has its place. Competition is fierce and retailers for the most part want the margins - but unfortunately are sometimes willing to lose them in order to ‘get the sale’.

I know that MAP pricing is there for my benefit, but I need some answers. What happens when you try a line of products that just doesn’t work for you? Or a color within an otherwise successful line just doesn’t sell? What happens when your cash is low, your inventory is high and you have no choice but to ‘sale it off’ to pay your bills?

Or what happens when the manufacturer is no longer going to make the product yet they’re “not discontinuing” the product but keeping it in the line until it sells through? They are going to “sell through” but still forbid you to discount it because it comes under MAP pricing? I won’t name names, but the last five letters in Secretariat’s name did exactly this to me with breeches.

I need some answers! I’m trying to run my business in the best way possible and keep the best margins I can. I have bills to pay, and if I sometimes can’t move some product on which no longer works for me, what am I to do?

What happens when Black Friday rolls around? That’s the day after Thanksgiving [fourth Thursday in November] and is the US’s biggest shopping day when it’s traditional to hold a sale. Not just on outof-season products, but with merchandise that customers wants to buy and can use now.

I proposed to the company that is in Secretariat’s name that they post a form on their website that we retailers could fill out and return to allow us up to three sales per year. We would list the dates of our sales and, if another store called to complain, they could easily check to see if we were holding an ‘in compliance sale’.

They, too, would have all the same rights as long as the form was turned in by a certain date. The company laughed at me.

I’m not a discounter. As I said, I need margins and I’m sure you do also; but we also need answers. We all know it isn’t getting any easier nowadays to run our companies and with our hands tied together behind our backs, it’s nearly impossible.

About the author JOHN NUNN is the owner of Bit of Britain Saddlery located in Oxford, Pennsylvania.

Bit of Britain specialises in the discipline of eventing but branches out to include dressage and show jumping. Within 20 years, John has grown his business from a delivery lorry at the racetrack into one of the largest retailers in the US today.

Over 6,000 sq ft of store front, three mail order catalogues a year, a mobile unit that attends over 30 shows per year and five websites reach out to every type of equestrian consumer. John is also a horseman who loves to ride and compete when time permits.

EQUESTRIAN TRADE NEWS MAY 2011 35

• What do Nick Skelton, Michael Whitaker, Cian O’Connor and William Funnell have in common?

They all wear Charles Owen hats.

Nick has been competing in the Ayr8 riding helmet. “Charles Owen hats are really easy to wear. They are light, comfortable and to be honest, I don’t know I’ve got it on,” he said.

Roy Burek, managing director at Charles Owen said: “I’ve always admired Nick and his achievements over the years.

Following his major injury, he understands the benefits that triple standard protection can offer. Nick brings many years of experience to help us with the development and testing of our very latest products”.

• Italian saddlery brand Equipe is sponsoring rising dressage star Charlotte Dujardin. The deal sees Charlotte training and competing in the Equipe collection of bridles, saddles and leather accessories, distributed in the UK by Zebra Products. Charlotte joins showjumpers Ben Maher, Laura Renwick and Charlotte Platt in the Equipe stable.

• Dodson & Horrell has agreed a new sponsorship deal with multi-gold medal winning para dressage rider Lee Pearson. Bill Chudley, sales and marketing director at Dodson & Horrell, added: “Lee’s record speaks for itself.

We look forward to working with him as he aims to realise his ambition of taking his paralympic gold medal tally to an unprecedented 12 in London next year.”

• The 2011 South Essex Insurance Brokers (SEIB) Search For A Star series begin in May with five qualifiers throughout the country. Search For A Star was created by SEIB to encourage amateur riders to produce show horses to a high standard and get the chance to compete at the Horse Of The Year Show (HOYS).

• Being Britain’s best ever dressage rider brings its own pressures. Laura Bechtolsheimer has told ETN that she has to be disciplined to cope with new-found fame following her hat-trick of world championship silver medals. “There are inevitably demands on my time,” she said. “It’s a question of finding a balance between keeping people happy and not getting distracted. The only reason that people want me is because of my success with the horses - so the yard and riding have to come first.” Among those to be given Laura’s time and attention is her long-time sponsor euro-star. Laura is pictured in a rare moment of relaxation with her dog Elvis. www.equestriantradenews.com

The best researched boot on the market...?

In March 2009, Equilibrium unveiled the results of research it had commissioned on protective equine boots.

I

t caused controversy at the time. Now it’s led to the development of an award-winning boot.

Led by equine physiologist Dr David Marlin and equine orthopaedic advisor Dr Rachel Murray, the research findings and subsequent publicity got the trade and consumers thinking again about what we put on horses’ vulnerable lower limbs.

The research questioned whether, in attempting to protect legs from concussion or penetration injuries, we risk creating problems connected with weight, flexibility and heat retention.

It also prompted a flurry of new designs to appear. At this year’s BETA International the Tri-Zone Airlite tendon and fetlock boots scooped an Innovation Award for Equilibrium, the judges commenting: “We thought these boots were competitively priced for such a high quality product – particularly one that is backed by such thorough research.”

ETN revisits the research, summarises Drs Marlin and Murray’s conclusions and finds out why the Airlite measures up...

WEIGHT Why it matters: more weight at the end of a horse’s leg increases effort required to run and jump and can alter stride characteristics. Boots should be lightweight with limited capacity to absorb water.

Airlite performance: Each boot weighs approximately 150grams. The vented design and layering of materials means they don’t absorb water and therefore don’t add any weight.

FLEXIBILITY Why it matters: very stiff boots may restrict the range of leg movement, compromise tendon function or lead to soft tissue injury. Stride characteristics and performance could also be affected.

Airlite performance: recorded as among the most flexible of the boots tested, the density of EVA used in the outer layer and the inner lining means that the boots are flexible without compromising protective. www.equestriantradenews.com

HEAT RETENTION Why it matters: tendons are elastic structures which generate heat when repeatedly loaded and unloaded (as the limb moves). Studies show that the inside of galloping horses’ tendons can reach 45 degrees C without boots, so the suggestion is that boots will further inhibit heat loss.

Other scientific work has indicated that the higher the temperature, the more tendon cells die and the more inflammatory mediators (chemicals and hormones which cause heat, swelling and pain) are released.

In addition, accumulated sweat under boots can leave skin vulnerable to mechanical damage and bacterial or fungal attack.

Airlite performance: these boots allow air to circulate around the leg and heat to escape during exercise. Raised platforms and large air holes in the inner lining are positioned for maximum cooling around the tendon area. Horses’ natural cooling process of perspiration and evaporation is not prevented when wearing Airlite boots.

The 2011 BETA International Innovation Award winning Airlite tendon and fetlock boots.

CONCUSSION Why it matters: Boots are commonly used to protect against trauma to the lower leg during training or competition, eg. hitting fences, interference (brushing) from another leg. Potential trauma ranges from superficial bruising to deep internal damage.

Airlite performance: The outer layer of EVA and the inner shock absorbing EVA layer disperses concussion when hit, preventing bruising to horses’ legs. In laboratory tests, Airlite boots withstood a force exceeding the measured equivalent of a horse’s leg hitting an obstacle at speed.

PENETRATION Why it matters: An over reach injury can vary from a minor cut to the skin surface to a disastrous strike into the tendon.

Accidents can also happen eg. cuts from wire.

Airlite performance: In tests, the outer layer of EVA and a further TPU strip along the boot’s tendon area prevented penetration at a force 50% more than the measured equivalent of a horse striking itself with a hind leg at speed.

EQUESTRIAN TRADE NEWS MAY 2011 37

Keeping those legs bootiful...

Equine boots got a bad press when it was suggested they may heat-up legs and thus prompt tendon injuries. More recently, vet Charlie Briggs, writing in Your Horse magazine, said that working horses in boots or bandages could help ease the symptoms of arthritis by warming joints and increasing blood flow to the area. Yes, there are pros and cons – but, whatever the subtleties, horses will always strike into themselves, hit fences and pick up knocks and bumps along the way. That’s why equine boots remain in high demand for functional purposes as well as a bit of fashionable fun...

Carbon gel technology VEREDUS’ new Carbon-Gel XPRO Boots are based on the original design created with top show jumper Marcus Ehning.

The front boot (pictured) features a shaped upper and lower shell to allow even the most extravagant jumper freedom of movement. A generous cut-away at the back of the knee enhances the effect.

With Velcro fastenings at the top, there are two further elastic straps with quick release Flextan tips - stainless steel clasps that allow for fast hooking and unhooking while aiding security with a clever narrowing eye that retains its grip over time.

The boot sits on top of a neoprene layer. The protective shell is made from 54-Shore TPU, flexible polyurethane that maintains its flexibility in temperatures as extreme as -15 to +50 degrees C. A polyester extension protects the lower part of the knee, while the fetlock is safeguarded by the insertion of a thin carbon plate. Tendon protection comprises a covering of 66-Shore TPU [polyurethane], internally covered by a slim layer of shock-absorbing gel which is said to reduce direct trauma by 40%.

The Veredus Carbon-Gel XPRO front boot retails at around £162.00 per pair, with rear boots at £142. Sizes are small, medium and large and colours grey, white, brown and black. t Zebra Products 01352 763350.

Striding on air DALMAR boots from Horseware incorporate a patented air cooling system along with carbon fibre strike protection.

With styles designed to cater for each equestrian discipline, attention in every case has been placed on keeping the tendons cool under the most strenuous of conditions. t Horseware Ireland 00 353 42 9389000.

“Protection on demand” WOOF Wear’s new Smart range of boots is said to take equine leg protection to a whole new level.

Each of the tendon, fetlock and knee boot styles features Poron Xrd foam in strike areas. This ‘intelligent’ material immediately becomes firm on highspeed impact to create a protective shield. It then returns to a submissive, non-confining state.

Woof Wear has dubbed this “protection on demand”.

The use of Poron Xrd foam means that the PU outer shell can be more flexible, and therefore more comfortable, than previously.

The breathable tendon boot uses ‘fetlock location technology’ to position the boot correctly and allow an air channel behind the tendon to aid air cooling.

The Smart range’s other innovative features include anti-slip knee boot straps. t Woof Wear 01208 265920.

38 MAY 2011 EQUESTRIAN TRADE NEWS

Animal magic WOW your customers with HKM’s animal print range of boots.

The German brand offers a vast choice in a wide variety of colours, from black to animal print as pictured.

Of course, these boots are not just good visually. “We understand how important horses’ legs are, which is why we ensure our boots give high quality protection whatever the event,” says an HKM spokesman.

The collection includes sport wraps, tendon and fetlock boots, over reach boots and brushing boots in fun, funky and fashionable colours.

The boots can also be co-ordinated with other HKM products to make sure your store really looks the part this summer. t HKM Sports Equipment 01952 691784. www.equestriantradenews.com

Patented design

Inspired by Nike

THIS SP200 sport ‘sling’ boot is by American company Pro Equine and distributed exclusively in the UK by Abbey.

The patented, one piece design is said to give increased support to the lower limb tendons and ligaments as well as protecting the horse from concussion and over reach injuries.

The close-fitting boots have a soft inner lining that’s laminated to the outer neoprene to ensure the edges don’t roll under and cause irritation. Fastening is via an Evergrip closure with two straps around the leg and a ‘suspensory’ strap that reaches under the fetlock joint.

The SP200 retails at around £52 per pair and comes in sizes small, medium, large and extra large. It’s available in ten colours including black and white. t Abbey 01565 650343

KM Elite Products has launched Air Shock Impact Protection tendon and fetlock boots.

The boots are promoted as having “technology similar to what is used in the Nike Air training shoes therefore offering the horse fantastic protection and support.”

Lightweight and aerodynamic, they are flexible and durable too. The boots are lined in perforated neoprene with air vents to allow the horse’s leg to breathe. Closure is via a double elasticated strap with Velcro fastening.

KM Elite reports that Air Shock Impact Protection boots have been tested by top show jumpers with “amazing” feedback.

Colours are black or brown. Tendon boots have an RRP of £39.99 and the fetlock version, £24.99. t KM Elite Products 01403 759659.

Made in Britain NEW Equine Wear (NEW) boots are made in Britain. The majority feature XLF (Extended Life Fabric) which uses technology developed for the offshore oil industry.

This tough, tear resistant fabric is nevertheless lightweight, making it ideal for equine boots, says NEW. A useful all-round product from NEW is the Airoflow brushing boot. There’s a robust strike, while its ventilated construction makes this boot perfect for doing fast work in warm weather.

Available in black, sizes are small, medium and large. The universal styling fits both hind and front legs. The RRP is £46 per pair. t New Equine Wear 01172 303700.

Colourful choice THE Deluxe boot range, new from Masta, features an open front tendon boot in a choice of bright colours - retailing at around £17.50.

Suitable for hacking or show jumping, they are made with neoprene, have a tough, moulded outer and elasticated straps for security.

Colours are black, burgundy/black, pink/grey, white and black, grey/burgundy and navy/red. Sizes are pony or full. t Matchmakers International 01274 711101.

Unrestricted movement STRETCH & Flex Training Wraps from Equilibrium allow the horse to move freely without restriction while providing support and protection.

They are made from breathable Stomatex, a type of neoprene, to help keep the horse’s skin at a comfortable temperature.

Stretch & Flex Wraps combine the benefits of bandages with the convenience of boots.

A wraparound fetlock strap is incorporated into the Training Wraps design which, together with thick soft, padding, makes them ideal for young, big-moving or spooky horses.

Sizes are small, medium, medium narrow, large and extra large. They come in black or white. t Equilibrium Products 01442 879115.

Created from experience PIPPA Funnell’s vast experience at the top of eventing has gone into designing Funnell leather cross country boots – new for 2011 under the Tagg Equestrian brand.

The boots have an innovative strapping arrangement.

Made without elastic - which can easily stretch, particularly when wet, allowing the boots to twist or slip down, says Pippa – instead there are centred Velcro straps which return through a metal D to fasten the boots. That’s backed up with additional buckle and strap fastenings.

The boots have leather outers, reinforced with extra leather for protection at key points, with compressed neoprene linings.

As tested by Pippa, they are light, hardwearing and easy to clean.

Trade prices are £32.50 for front styles and £37.50 for hind; both per pair. t Tagg Equestrian 01636 636135. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS MAY 2011 39

“Please don’t let this be my client!”

Saddle fitters need bucket-loads of tact when it comes to dealing with the not-soperfect rider, says Ken Lyndon-Dykes.

T

o set the scene. Driving into the yard where I am due to fit a new general purpose saddle for a riding club-type horse, I glance over to the manege – and my heart sinks. Please don’t let this be my client!

Even from that distance, I could see the rider is seriously out of balance. Just a couple minutes’ later, the rider dismounts (heavily) and leads the horse into the yard.

My worst fears are realised.

There cannot be a saddle fitter who has not been in this situation. Of course, there’s no such thing as a ‘perfect’ rider.

Even geniuses such as Mark Todd would have to admit to tiny idiosyncrasies. No, I’m referring to riders with very obvious big problems that produce seriously unwanted knock-on effects on the saddle and thereby the horse.

The particular experience to which I am referring was a couple of weeks ago.

Rising high, the rider fell heavily back into the saddle with every stride. She then rectified this by using the reins to haul herself upright.

The rider banging into the saddle sounded like the timpani section at the Royal Albert Hall.

The horse – give him his due – was obviously one of those long suffering, kind and patient animals. True, each time the rider’s crashes reached a crescendo – the bangs sounded something like the timpani section at the Royal Albert Hall – his ears went back and his tail swished – but the ears were only partially back and the swishing only demonstrated minor irritation rather than full blown resistance.

Later, when I made a back examination, I found he was severely bruised in an area that corresponded with where the rider 40 MAY 2011 EQUESTRIAN TRADE NEWS

was banging on the back of the saddle.

How far do the saddle fitter’s responsibilities extend when, however unwittingly, the rider is creating this type of problem?

Had the client been an unpleasant person, I would probably have walked away – but she was not. She was charm itself – and the horse was obviously the centre of her life. His coat shone. His mane and tail were pulled. His tack was immaculately clean. He must have been one of the best looked-after horses in the county.

In fact, this particular story ended rather well because the rider was open-minded.

She took on board that the position of the bruising on her horse’s back coincided with where she sat (‘landed’ would be a better word!). She agreed to my suggestion that she took lunge lessons on another horse – and her own horse had time off work to allow his back to recover.

A good result; but this degree of acceptance and understanding is rare.

Even worse are the situations when the client insists her instructor is present ‘to check that everything is OK’ and to ‘offer her opinion’. Oh wow! The client has only been riding for a quite short time. ‘The instructor’ is a newly qualified BHS Assistant Instructor who patently considers she is qualified to offer both the client – and me – her advice.

I usually handle this sort of thing by quoting how quiet and respectful BHS Fellows and Instructors are if they attend a saddle fitting – ‘they are always willing to learn’, I quote! This generally shuts up even the most self-important A.I. In retrospect, it’s easy to see the funny side of such situations but, at the time, they can be difficult to handle. Pointing out far from trivial faults in someone’s riding is often regarded as a personal insult and the worst form of abuse.

The scenario can be very complicated.

The saddle fitter doesn’t want to give up on a difficult situation Somehow a way has to be found of explaining the rider

I could see the rider was seriously out of balance.

needs to ‘adapt’ (a useful word in such circumstances) in order to ‘to iron out a few problems’ (great phrase).

It can be done – and it’s time consuming. But at least one leaves having achieved the right result – and with one’s sense of responsibility intact. Plus it gives one a rather good feeling to know that both horse and rider are going to benefit long-term from the time taken spent discussing and advising.

I have to admit to some failures though.

Like the time, despite my diplomacy in explaining the rider had ‘a bit of a problem’, said client decided that – rather than having some riding lessons – he would convert to motorbikes.

Horse-mad girl friend was livid – and I lost out in every respect!

About the author Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international three-day event rider.

www.equestriantradenews.com

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS MAY 2011 41

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.

RIDING DISABLED ASSOCIATION, VALLEY ROAD, GALLEY COMMON, NUNEATON, WARWICKSHIRE CV10 9NJ £3,342 MR JON BOWDEN T.A J B FARRIERS, FERNDALE HOUSE, WICK LANE, BRENT KNOLL, HIGHBRIDGE, SOMERSET TA9 4BU £701 AVIS MERSON T/A ANIMLA FEED CENTRE, UNIT 3B MART ROAD, MINEHEAD ENTERPRISE PARK, MINEHEAD, SOMERSET TA24 5AR £413 MR BERNARD LEAVER T/A LARKWOOD STUD, WELLINGTON LODGE, NORTHWOLD, THETFORD, NORFOLK IP26 1EB £2,170 MR PHILIP BARTON T/A DRIFFIELD RIDING SCHOOL, SCHOOL HOUSE, 2 LOCKINGTON ROAD, LUND, DRIFFIELD, NORTH HUMBERSIDE YO25 9TG £1,134 MR TIM LOCK T/A HEDSOR STUD, HARVEST HILL, BOURNE END, BUCKS SL8 5JJ £1,494 PENNINE HORSEBOXES LTD, 5-5D NEWMILLERDAM IND. ESTATE, NEWMILLERDAM, WAKEFIELD, WEST YORKSHIRE WF2 6QW £337 URBAN & COUNTRY LEISURE (THE WHITE HORSE) LTD, UNIT 4 PARK FARM BARNS, CHESTER ROAD, MERIDEN, COVENTRY, WEST MIDLANDS CV7 7HN £3,005 MOUBARAK RACING LTD, FLAT 2, 132 HIGH STREET, NEWMARKET, SUFFOLK CB8 8JP £237 MISS A MERSON T/A ANIMAL FEED CENTRE & PET SHOP, UNIT 3B MART ROAD IND. EST., MART ROAD, MINEHEAD, SOMERSET TA24 5BJ £416 MRS NATASHA HAWKINS, KITS COTY STABLE, 95-97 KITS COTY, SALISBURY ROAD, BURHAM, ROCHESTER, KENT ME20 7EW £1,376 JIM & TOM BEST RACING LTD, HOLBANS FARM COTTAGE, HOLBANS LANE, BROAD OAK, HEATHFIELD, EAST SUSSEX TN21 8XE £915 MRS MARY HUNT, GALLOWS HILL STABLES, BOLDRON, BARNARD CASTLE, DURHAM DL12 9SW £10,954 MRS R MILLHAM, ASHMILL STUD, ASHINGTON LANE, POOLE, DORSET BH21 3DG £898

Equestrian Trade News

OAK TREE RACING, ROSEHILL RACING STABLES, WANTAGE ROAD, LAMBOURN, HUNGERFORD, BERKSHIRE RG17 8UF £555 MR J HOLLIS, GATE FARM STABLES, HANBURY ROAD, ANSLOW, BURTON-ONTRENT, STAFFS DE13 9PJ £225

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

Coming soon in ETN. . .

MARNEY MEADOWS T/A M & J SADDLERY, UNIT 1 THE OLD SCHOOL, STATION ROAD, KEADBY, SCUNTHORPE, SOUTH HUMBERSIDE DN17 3BN £1,347 THE PENWOOD SADDLE CO LTD, GLEBE HOUSE, COUND, SHREWSBURY, SHROPSHIRE SY5 6EW £3,111 TILLT TROTTERS EQUESTRIAN BOUTIQUE LTD, 195 HALLGATE, COTTINGHAM, NORTH HUMBERSIDE HU16 4BB £1,537

JULY ISSUE

MICKY HAMMOND T/A MICKY HAMMOND RACING, OAKWOOD STABLES, EAST WILTON ROAD, MIDDLEHAM, LEYBURN, NORTH YORKSHIRE DL8 4PT £759

• Bedded down – stable equipment and bedding

PEGASUS HORSE SUPPLIES LTD, 208 EAVES LANE, CHORLEY, LANCASHIRE PR6 0ET £477

for the winter to come.

• A/W 2011/12 – new clothing and footwear collections.

• Rugs galore – to keep out the cold and wet.

• Be seen, be safe – high visibility gear to safeguard your customer.

Editorial for consideration should be received by 3 June.

MR PAUL GRINDROD T/A LAUND VIEW STABLES, HIGHER OLD LAUND FARM, FENCE, BURNLEY, LANCASHIRE BB12 9NU £1,523 BENVILLE EQUINE BEDDING LTD, 4 HEDDON COURT, COCKFOSTERS ROAD, BARNET, HERTS EN4 0DE £2,899 SAM WHITLEY T/A EQUINE DEVELOPMENTS, WITCH LANE FARM, DEANS LANE, CHARTER ALLEY, TADLEY, HAMPSHIRE RG26 5SE £1,228 CHEPSTOW RACECOURSE, ST LAWRENCE ROAD, CHEPSTOW, GWENT NP16 6BE £294 PHLORIAN RACING LTD, HIGHER LOWTON FARM, BONDLEIGH, NORTH TAWTON, DEVON EX20 2AL £1,625 MR DOUGLAS BOWMAN T/A LOWTHER EQUESTRIAN, 27 THE GREEN, HOUGHTON, CARLISLE, CUMBRIA CA3 0NF £5,727 SHANA EQUESTRIAN LTD, FIRST FLOOR, 1 CARRERA HOUSE, MERLIN COURT, GATEHOUSE CLOSE, AYLESBURY, BUCKS HP19 8DP £20,040 MS MICHELLE GULLIFORD T/A CHALFONT SADDLERY, ROWAN GARDEN CENTRE, GORELANDS LANE, CHALFORD ST GILES, BUCKS HP8 4AB £4,197 STABLEMATE RUGS LTD, 19 THE DOWNS, PORTISHEAD, BRISTOL, AVON £289

Telephone: 01937 582111 Email: editor@equestriantradenews.com 42 MAY 2011 EQUESTRIAN TRADE NEWS

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