ETN (Equestrian Trade News) - May 2023

MAY 2023

Volume 47, No 4

ETN is the official media partner of BETA International

HOME COMFORTS Top products for paddock and stable

2023

10-11 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

PLUS

• AMTRA CPD: all about electrolytes • Improve your sales presentations • Supplements and balancers on parade

SHOW MIX For weight and condition without the fizz The original fibre based feed since 1987 – still producing the results!

To find out about stocking the range 0800 1975200 www.balancedhorsefeeds.co.uk

Editor’s comment A

tremendous number of new saddles, bridles and bits are being launched.

These items look beautiful, are meticulously designed, and they’re not cheap… And, by the way, when manufacturers proclaim that saddles offer the likes of ‘freedom of movement, perfect balance and close connection’ please can they add ‘provided it’s properly fitted’?

I’ve had one saddle for six years, and my saddle fitter commented at the last check how well it had lasted and how well I must look after it. Not sure every Pony Club instructor would agree; but anyway…

A saddle still going strong after six years… that made me think. This particular one is a GP from a good, solid Walsall based brand. It cost me £1,100 when it was new including some bespoke elements as specified by my fitter.

That works out at £183.33 per year (so far) for a good quality, English leather saddle. What great value!

Since then, the price of saddles has absolutely rocketed. I should have bought a few more!

How sad that a rider was badly injured when kicked by a horse while waiting to trot-up for a veterinary inspection at an international dressage show.

The trot-up can be a lovely occasion and one that now attracts quite a crowd at events such as Badminton – where it’s also quite the fashion parade.

FRONT COVER:

This month’s front cover heralds the summer grazing season… and a time when owners often HOME COMFORTS like to refresh their PLUS stable and paddock SHOW MIX equipment. There are lots more Spring/ summer stock ideas in our Product News pages too.

But should competitors be wearing upto-standard riding hats to trot-up horses?

Not only for their safety, but to set an example.

It may not have helped the unfortunate dressage rider who reportedly got both barrels in the stomach. But it could save someone from a serious head injury.

Maybe vets should consider hard hats as they crouch down while examining a horse’s legs or underside. And then there are the hard-working grooms whose heads are so often near the ‘business end’ of horses’ hooves.

Seeing more hats on heads when leading, loading, lunging or just being around horses – as well as riding – could make this good practice seem normal.

In this issue...

NEWS

What’s been happening?

PRODUCT NEWS Latest launches

BENCH SADDLER OF THE MONTH Who’s won May’s ETN/SMS award?

IN THE HOT SEAT With Sarfraz Mian

BETA INTERNATIONAL

Do we need a trade show?

AMTRA RAMA CPD FEATURE

Test your knowledge of electrolytes

PEOPLE

Who’s new, who’s moved?

4

10

16

18

22

24

28

SUPPLEMENTS AND BALANCERS New products, and why you should stock them

SMALLHOLDERS AND PETS Opportunities to diversify

30

36

GENERAL HORSE MANAGEMENT I went online shopping the other evening and spent quite a bit of time ordering an item which needed some personal tweaks.

I was all set to click ‘buy’ when an important phone call came in.

Afterwards, it was getting late, so I abandoned the order and wrote myself a note to continue with it in the morning.

Well, I needn’t have bothered…an email popped up asking me (very politely) if I needed any help with completing my order.

It also offered me a 25% discount if I clicked on a big red button.

So… did it make me bristle with indignation because I’d not been offered the 25% deal when I originally went there to shop? Or did it make me order immediately and gleefully because I’d now got a bargain?

I’m still deciding. It’s a product in a crowded marketplace and the belated 25% off gesture put a doubt in my mind about the supplier’s ethics.

Management products to get the tills ringing 40

PADDOCK AND STABLE

Plus essential first aid items

BETTER BUSINESS

Improve your sales presentations

RETAILER PROFILE

Meet the team at Animals First

42

44

45

TURN BACK THE PAGES

What ETN was reporting five, ten, 20 and 30 years ago 48

SOCIAL MEDIA MATTERS Never stop learning

49

MAY 2023

Volume 47, No 4

ETN is the official media partner of BETA International

Top products for paddock and stable

2023

10-11 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Liz Benwell Liz Benwell

• AMTRA CPD: all about electrolytes • Improve your sales presentations • Supplements and balancers on parade

Main Sponsor

For weight and condition without the fizz The original fibre based feed since 1987 – still producing the results!

To find out about stocking the range 0800 1975200 www.balancedhorsefeeds.co.uk

Balanced_FC_210x67_MayETN.indd 1

18/04/2023 15:07

(Photo: Scott Matthews – Define The Light for Le Mieux.

Rug is a Le Mieux Featherweight 0g Arika Turnout)

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS MAY 2023 | 3

ETN | NEWS

News

Academia and industry collaborate Two vet students are working with the supplier of a stable lighting system to investigate the impact of red and blue light on horses’ welfare.

Jennifer Gilchrist and Izzie Soriano, who are in their third year at the University of Surrey School of Veterinary Medicine, have been using equipment from Horselight for their study.

As part of their research, they’re collecting evidence on the horses’ behaviour and nutrition.

Overseeing the project is senior lecturer in veterinary nutrition at Surrey Vet School, Dr Teresa Hollands.

“We feel sure that the collaboration with industry will enhance [students’] understanding and learning process and provide useful input for their future careers and we are very excited to be able to provide the support to enable them to undertake clinical studies,” she said.

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

Design & Print Designed and produced on behalf of EMC by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020

“We hope to use the information from the studies in both scientific and lay publications.”

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

Copyright All material is copyright Equestrian Management Consultants Ltd

Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com 4 | EQUESTRIAN TRADE NEWS MAY 2023

www.carbonbalancedpape r.com CBP123456

Lizzie Drury, associate director of equine nutrition from Saracen Horse Feeds, is collecting data for the project.

NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com ADVERTISERS’ INDEX Absorbine 29 Baileys OBC Balanced Horse Feeds OFC BETA Facebook group 43 BETA Courses 35 BETA International 47 BETA Membership 27 Citrus Lime 50 D J Murphy Publishers 37 Equilibrium Products 27 Fieldhouse 15 Gallop Equestrian Supplies 5 H Bradshaws 29 Horse First 33 Horslyx 39 Jenkinson 3 Jenkinson 9 NAF 7 Premier Equine 13 Pro-Equine 19 Red Gorilla IFC Robinson Animal Healthcare 43 Saddle Wise South West 50 STUBBS England 17 Top Spec Equine 21 Vita Animal Health 21 Western & English Sales Association 37 WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

COMPANY NAMED AMONG FASTEST GROWING IN ITS REGION Battles has been listed as one of the 200 fastest growing companies in the East Midlands.

The Lincoln based wholesaler is included in the East Midlands 200 – known as the EM200 – following an analysis by accountants Grant Thornton of firms in the region.

Battles is “delighted” to make the list, said a spokesman, and will receive an award to mark the achievement.

Battles began manufacturing agricultural products in 1832.

Today, it supplies animal health, equestrian and pet care brands to distributors and retailers throughout the UK. Battles also manufactures and exports own label brands including Battles, Dermoline, Hy Equestrian, Lincoln Horse Care and Supreme Products - to more than 40 countries.

More brands join up

Hilton Herbs and Likit are the latest brands to become available on Citrus-Lime’s e-commerce integration system, Cloud PoS. It automatically adds all specifications with product listings, saving retailers time and effort.

This season’s products from Hilton Herbs and Likit are available on the system via wholesaler Trilanco.

Dressage star Carl Hester was among the famous faces appearing at the inaugural National Equine Show.

Shopping and demo show to get bigger The National Equine Show, which ran for the first time at the NEC, Birmingham on 4/5 March, looks set to grow.

This year’s event attracted “just under” 10,000 visitors and 174 trade exhibitors over the two days, says organiser Racoon Events.

The 2024 show is to move to a 10,000 square meter hall to accommodate the extra trade stands that have already committed, they add.

Charlotte Dujardin is among the famous faces booked to appear next year.

The National Equine Show offers the equestrian public shopping plus demonstrations, equestrian celebrities and educational seminars.

“The whole team were completely blown away by the response to the show,” said event director Liz Ormesher. “The event was a joy and I want to thank everyone who came, our ambassadors, our supporters, and of course our sponsors.”

Next year’s dates are 2/3 March.

WWW.EQUESTRIANTRADENEWS.COM

Black Beauty returns to help today’s equines A special edition of Black Beauty - the novel that helped get the bearing rein banned – is to be published.

Fittingly at a time when welfare issues prevail in the horse world, half the proceeds of sales will go to the Redwings Horse Sanctuary.

The latest issue of Anna Sewell’s ground-breaking book is published by the University of East Anglia (UEA). Black Beauty was unusual when first published because it highlights kindness and cruelty to horses.

Last year, Redwings took on guardianship of the author’s birthplace, Anna Sewell House in Great Yarmouth, Norfolk.

Black Beauty is one of only a handful of books to have sold

more than 50 million copies worldwide and to remain in print 150 years after publication.

The special edition will be published in November and is available for pre-order for the advance price of £8 (usual price £9.99).

“Anna said her aim in writing this book was to ‘to induce kindness, sympathy, and an understanding treatment of horses’,” said Lynn Cutress, chief executive of Redwings.

“Black Beauty is credited with changing attitudes around how we see and work with these magnificent creatures, including helping to bring about a ban on the use of the bearing rein, a cruel piece of tack she highlighted in her novel.”

EQUESTRIAN

BERRIES & CHERRIES

COMBO FLY RUG from

£19.98 £44.99 RRP

Code: 2014

www.gallopequestrian.com

EQUESTRIAN TRADE NEWS MAY 2023 | 5

ETN | NEWS

Government urged to pause VAT on pet food

A charity says that pausing VAT on pet food would help struggling owners keep their animals.

A pet charity has urged the Government to pause VAT on pet food and vet’s fees.

Dogs Trust says that more than one in ten owners are struggling to afford the cost of their dogs in the current financial climate.

Its ‘Paws the VAT’ campaign hopes to reduce the cost of food and vets’ bills by removing the 20% tax to help more owners keep their pets.

Currently, Dogs Trust is receiving record numbers of enquiries from owners asking to hand over their dogs. February saw a total of 5,566 requests.

“The majority of dog owners now say they’d struggle to pay an

unexpected vet bill of £500 and at Dogs Trust we’re receiving an astronomical number of calls from desperate owners who feel they simply can’t keep their dogs,” says chief executive Owen Sharp.

Most animal food, including horse feed, is zero rated for VAT provided it’s not packaged as pet food.

Working dog food is exempt from the tax.

Animal bedding, meanwhile, attracts the standard rate of 20% VAT. In the past, some manufacturers of shavings attempted to market their products as suitable for domestic heating fuel which is VAT-able at the lower rate of 5%.

BETA CONFERENCE PROVES TO BE A ‘FANTASTIC DAY’ TO NETWORK AND LEARN The British Equestrian Trade Association’s (BETA) Conference, held at Hilton East Midlands on 30th March, proved to be a big success with over 80 members of the trade attending in person, 30 online, a diverse schedule of talks and the opportunity to network too.

The day, chaired by BETA Chairman Michael Darley, started with Gillian McAteer from The Citation Group discussing the HR changes coming in for 2023 and beyond, sharing case studies of tribunals and how businesses can protect themselves and ensure the best working environment for their team. Next was Jodie Seddon from Level Law who discussed the legal side of sponsorship, the commercial value for brands, and steps that can be taken to protect brands for maximum benefit. Following a short break, Claire Shand from Westgate Labs talked the audience through the campaign that led to the company winning the Marketing Effectiveness Award in 2020, and proved that with the right attitude, great things can be achieved on a small budget. The morning session concluded with Richard Cole from Future Money discussing the factors shaping the economy and a look at the past, present and future economic issues the country and businesses are currently facing.

Pet brand acquired

“The day has been great,” said Laura Szuca from Equilibrium Products. “For me, I think it’s important for the trade to come together. We spend a lot of time doing things behind Zoom and it’s a great opportunity to get face to face for trade, retailers, manufacturers and old friends.”

“Fantastic day, as always,” said Nikki Newcombe from Bliss of London. “Great to network with everybody. Great talks- I always pick up something new from each individual talk even if I don’t think it’s necessarily relevant, I always take something home.”

“It’s been a very good event,” said JohnHenry Welton from Tower Farm Saddlers.

“Great to catch up with people in the same position as us, likeminded people in the industry who are doing the same thing or are doing the same thing at different points along the chain. I think the speakers have been great today. Very useful and you always get ideas even if they’re things that you’ve thought about before, to be reminded about the importance of it and different directions. It’s good to take a moment to reassess what you’re doing and why you’re doing it.”

After lunch, BETA’s CMO, Dr Diane Fisher, started with a personal view of the equestrian industry from a safety perspective and shared how equestrian

Pet bedding supplier Danish Design Pet Products has become part of the Sweden-based Petcare Group.

Annelise Lockley, who has headed Danish Design for 12 years, is to continue as its managing director.

Stuart and Susanne Newsome, the company’s founding directors and Annelise’s parents, are to have a “phased exit” towards their retirement.

6 | EQUESTRIAN TRADE NEWS MAY 2023

related injuries are managed from her position and what we can all do to help support riders and the NHS. Next up was Sara Blackshaw, a retail consultant well known to the trade. Sara discussed future fashion trends including colours and fabrics, and the challenges of the supply chain that many manufacturers are met by. Following Sara was Rhea Freeman from Rhea Freeman PR, who talked about influencers, brand ambassadors and sponsored riders and whether businesses need them. This talk also included some ways that they can add value and led to an interesting discussion with the audience. Last by not least, Alyce Morris from Wastepack talked about the plastic packaging tax and the extended producer responsibility. This generated a lot of questions and was a valuable discussion to round off the day.

“We had a lot of positive feedback from the conference and really enjoyed being able to see so many of our members in real life,” said Claire Williams, Executive Director of BETA. “We do a lot through Zoom now, everyone does, but there’s nothing like face to face discussion, networking and learning.”

For more information on the BETA Conference and other training events and conferences, see www.beta-uk.org.

Petcare Group’s members are a small number of Scandinavian companies, all within the pet industry. Danish Design is the first from the UK to join the group.

“I look forward to working closely with Petcare Group to deliver even more value to our customers,” said Annelise.

Danish Design will continue to operate as an independent business.

WWW.EQUESTRIANTRADENEWS.COM

GET READY FOR

SENSATIONAL SUMMER SALES AS

SPRAY AWAY ALL SEASON

OFFER RETURNS

onal NEW Nati g campaign advertisin to drive sales

BUY ANY TWO GET * Money Off Voucher

£5 OFF

*

Consumers can pick up a £5 voucher in-store when they buy 2 NAF Off 750ml Sprays. Once they have completed the voucher please accept it and deduct £5 from the cost of any two 750ml NAF Off Sprays. Please remember to retain all redeemed vouchers in order to reconcile the promotion with NAF. This can be organised via your NAF Area Sales Manager or by sending your vouchers to: B Long Sales Administrator, NAF, Wonastow Road Industrial Estate West, Monmouth, NP25 5JA (01600 710764) who will arrange for your account to be credited.

For more information, please contact your NAF Area Sales Manager or call the NAF Sales Office on 01600 710726. Don’t forget that the team manning our FREE Nutritional Advice Line is available on: 0800 373 106 or email info@naf-uk.com

naf-equine.eu/uk

ETN | NEWS

Feed recalled “as precaution” Simple System Horse Feeds recalled two batches of its Red Bag Grass Pellets “as a precautionary measure” following routine testing in March.

The company said all its other products and batches were unaffected – and no related concerns had been raised by customers.

Customers were asked to stop feeding Red Bag Grass Pellets from two potentially affected batches (SSB-20221006-001 and SSB-20221007-001) while additional testing was undertaken.

“We have so much more we would like to learn around this issue,” said Simple System Horse Feeds in a statement.

“What we know at this early stage is a routine toxins screen has exceeded our action limit. The initial indication is that the cause is natural, happening in the field preharvest and drying.

“A result of the extreme drought in the UK last summer, and potentially the specific species of grass, used only in our Red Bag Grass Pellets, any potential negative effect to a horse would lie with feeding well in excess of our recommendations and over a long period of time.”

Customers with bags from the affected batches were offered replacements.

“SHOCK” RESIGNATIONS AT RDA Two key figures resigned from the Riding for the Disabled (RDA) at the end of March In what the charity described as “a shock,” CEO Kathryn England and Rachel Medill, RDA chair, stood down separately.

Agency wins big

Equestrian and lifestyle PR and digital marketing agency MirrorMePR has won an award for its social media activity.

Lead by managing director Ashley Rossiter, MirrorMePR scooped Social Media Marketing Agency Of The Year, London & South-East 23/24 at the Corporate Livewire Prestige Awards.

The accolades recognise small and medium-sized businesses that have proven to be the best in their market over the past 12 months.

Commenting on the win, MirrorMePR's MD Ashley Rossiter said; "We are thrilled to have won such a prestigious award, but more importantly, it reflects our professionalism and expertise in managing our clients’ social media

Neue Schule to sponsor BETA International for tenth year Renowned bitting company, Neue Schule, is the title sponsor of BETA International 2023. The company has been the headline sponsor for the UK’s only equestrian trade show for ten years.

“Neue Schule has been sponsoring and supporting BETA International for ten years,” said Sarfraz Mian, CEO of Neue

8 | EQUESTRIAN TRADE NEWS MAY 2023

Kathryn was appointed earlier this year.

In a statement, the RDA board cited “a significant difference of opinion and concern around changes that have been made and the approach to change taken within RDA over the past couple of years.”

It appointed Neil Goldie-Scot as the interim chair and asked Lincoln Clarke to pick up leadership responsibility.

Schule. “We feel BETA International is fundamental to the equestrian industry and is critical to success. It’s important for networking and bringing companies together so they can see new products coming through, share ideas, and build and anticipate the business for the next season.”

accounts,” said Ashley, who took her team out for afternoon tea with bubbles to celebrate their success.

“We are delighted to be working with Neue Schule as the headline sponsor for 2023,” said Claire Williams, Executive Director of BETA. “We are indebted to Sarfraz and his team for their continued support of not just the show, but the trade too, as BETA International really does provide a true hub for the trade to network, meet suppliers, find out about the latest innovations, and learn too. We have a lot planned for 2023 and we’re thrilled to have Neue Schule as a big part of it.”

BETA International will take place on 10-11th September at the NAEC, Stoneleigh. The new format two-day show will include a range of exceptional brands, offers, seminars, training opportunities and the ability to meet and network with members of the trade.

Bookings for stands are currently taking place. Visitors (bona fide members of the equestrian trade) can register for free through the website. For more information, see www.beta-int.com.

WWW.EQUESTRIANTRADENEWS.COM

SPONSORS AND SHOWS

• Cavallo is the title sponsor of Eland Lodge’s 2023 British Dressage series. The Derbyshire equestrian centre stocks the brand’s horse and rider wear in its retail outlet. John Coupland, managing director of Eland Lodge, says “Cavallo has been a long-standing brand at Eland and it’s great to have their support for our British Dressage series.” Cavallo is distributed in the UK by Zebra Products.

• Dodson & Horrell is continuing its support of The Pony Club via The Pony Club Quiz. The move follows the feed firm’s sponsorship of the youth organisation’s D&H Feeding Badge.

• Bloomfields Horseboxes is the official horsebox partner at Badminton Horse Trials, presented by Mars Equestrian on 4 – 8 May. • Horse and rider safety specialist Equisafety is supporting Pony Club Endurance. As part of the deal, Equisafety is title sponsor of The Great Pony Club Hacking Challenge which encourage children to leave the arena and enjoy hacking with their ponies.

• Equine biosecurity specialist Equine BIO Genie has become an official Business Partner of British Eventing.

• Safety brand uvex is presenting a monthly award to an outstanding rider from British Eventing’s Howden Way Regional Academies. The winners will be selected by Olympic gold medallist, Laura Collett.

The organiser of Blenheim Palace International Horse Trials (14 – 17 September) is inviting trade exhibitor applications.

Stable Events, which this year takes on running the Oxfordshire event, is also offering sponsorships, partnerships and branding opportunities.

“The team will work closely with you to ensure that you receive maximum exposure and that your experience at the event is a positive and productive one,” says Stable Events.

WWW.EQUESTRIANTRADENEWS.COM

ETN | PRODUCT NEWS

Product News Versatile new bit design is ‘spot on’

In an exciting new development in bits, Neue Schule has introduced the Spot On cheek.

The versatile design is available with the brand’s Turtle Top or Tactio mouthpiece.

The Spot On is named after its four main attributes: • Speed control - amplifies the rein aids for a downward transition.

• Poll relief – recommended for horses with poll sensitivity.

• Outline – helps the rider establish a correct outline and self-carriage.

• Turning – reinforces the rein aids for tight turns and straightness.

“This clever combination of cheek and mild mouthpiece allows the rider to reward instantly once the horse has responded to the rein aid,” says Neue Schule.

The Spot On cheek design is so versatile because it offers four different rein options – top ring, lower ring, two reins or roundings - plus the option of using a curb strap to limit rotation.

Many riders find it attractive to use the same bit in different situations, say on the top ring for schooling and the lower ring for a cross country round.

The Turtle Top mouthpiece is designed to benefit horses with large or sensitive tongues. It’s a mild mouthpiece that enhances feel and response through the rein, says Neue Schule, and is useful for those horses who are ‘wooden’ to the rein aids.

The Turtle Tactio mouthpiece also suits horses with large or sensitive tongues as well as reducing bar pressure.

Both mouthpieces deliver the comfort of a fat bit, while taking up very little room in the mouth. Recent research shows that there’s not as much space in the mouth as previously thought, explains Neue Schule.

Bits featuring the new Spot On cheeks with the Turtle Tactio or Turtle Top mouthpiece are available in four sizes. The RRP is £195.48.

NEW BOOTS ARE FOOT PERFECT

Two brand new styles of Rhinegold paddock boots are available exclusively from Snowhill – just in time for Spring/summer.

The Rhinegold Kentucky Zip Front Paddock Boot is made from soft, grained leather. A pull tab allows easy on/off, while there’s fine brogue detail on the toe cap.

Elastic sides allow movement and provide comfort. The Kentucky also has double stitch detailing, spur rests and energy-return, non-slip soles.

Ideal for everyday wear yet smart enough for competition, adults’ and children’s sizes are available. The RRP is £39.50.

The slightly chunkier Rhinegold Toronto Zip Front Paddock Boot shares similar features to the Kentucky style. Perfect for all occasions from yard work to spectating, the RRP is £39.50.

Shear luxury

The SS ’23 collection from Mattes – a German brand famous for its lambskin saddle pads – features fresh shades of blue and grey plus new storage bags.

Besides pads to suit all saddle styles, Mattes has girths, cotton fly veils, exercise sheets and protective equine boots.

Mattes’ lambskin is sourced in Australia and produced in its tannery in Poland. Key to the products’ success is retention of the lambswool’s natural properties.

UK distributor Zebra Products can tell you more about Mattes’ Online Configurator. It cleverly enables customers to personalise products by choosing from a range of quilted fabrics, colours and embroidery options – and even to see how they’d look on different colours of horse.

Mattes’ SS23 collection focuses on stunning blues including royal, petrol and navy, alongside greys to create timeless, classic combinations The brand’s new storage/carry bags are made from woven fabric and designed to be reusable. Each has a window and zip. Two sizes are available for either Western pads or standard saddle pads.

SUMMER STYLE

Supreme Products’ Active Show Rider Polo Shirt enhances any summer wardrobe.

In four-way stretch, silky soft material, it has a mesh panel system for airflow.

It’s finished with ‘gold’ hardware closures and Supreme Products branding. Matching leggings are available.

Adult sizes RRP £39.99. Junior sizes RRP £29.99.

10 | EQUESTRIAN TRADE NEWS MAY 2023

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PRODUCT NEWS | ETN

HEAT AND EAT

Heat2Eat Self-Steamers cook a piping hot meal without fire or gas. A great idea for the horsebox or when camping with a tradestand.

Being lightweight and compact, no pots and pans are required – so washing up is reduced too.

The steamers have a heating tray inside and come with two HeatStones which is the heating component.

The HeatStones, made of quicklime, absorb water to create steam in the heat tray to heat a meal in 15 to 20 minutes.

Self-Steamers can steam ready-meals, leftover food, foil packed wet and dehydrated meals, tinned foods, eggs, porridge, raw green vegetables and fish. All that’s needed is some water from a tap or stream to get it going.

Thelwell goes matchymatchy

Hy Equestrian has added a new print collection to its Thelwell range to mark the famous cartoonist’s centenary.

The Thelwell All Rounder print is available in a 50g fill turnout rug and lightweight mesh fly rug, both of which are part of the StormX Original range.

A variety of matching accessories are available. Hy Equestrian is available from Battles.

BOOTIFUL FOR THE FEET

Burgundy and purple are the latest colours to join the range of ultralight waterproof footwear from Leon Boots Co. There’s also a new men’s option in green only.

Made from EVA material, the flexible, durable yet comfortable ankle-style boots now come in six different colours. So far, yellow has proved the most popular.

Already with a strong foothold in garden centres and agricultural outlets, Leon Boots lend themselves well to yard duties, spectating and dog walking.

In a nod to winter warmth, each pair comes with a removable sock liner to ward off cold weather. And all for an RRP of £44.99.

Not only do ultralight boots from Leon Boots Co look good, they also perform… In 2021, Peter Butler-Jones set a new world record for running the London Marathon in wellies – these wellies, to be precise – in a respectable 2 hours, 56 minutes.

WWW.EQUESTRIANTRADENEWS.COM

Stylishly sustainable

The Cranshaws sleeveless base layer from Coldsteam Equestrian not only looks fabulous, but is made from eco-friendly textile developed from recycled plastic bottles.

In four-way stretch material for a tailored fit and elegant silhouette, the Cranshaws boasts moisture wicking technology for freshness.

Hexagonal perforated side panels assist ventilation. Touches of gold detailing complete the sophisticated look.

Coldsteam Equestrian is available from Battles.

COLOUR-MATCHED QUALITY AND VALUE

Gallop’s new and improved Jersey Coolers and Cotton Summer Sheets are “beautiful, high quality and super value” says the popular label as it expands its spring/summer rug ranges.

There’s a choice of Gallop’s traditional core colours across coolers and sheets in sizes from 4’6” to 7’ – all at affordable trade and retail prices.

The new rugs colour-match Gallop’s ear veils (showcased in ETN April issue). And each colour rug shares the same bindings, making it easy to create a colour coordinated display in store or online.

Gallop is encouraging addon sales too. One of its new padded leather headcollars finishes off the look nicely when a summer sheet or cooler is purchased. Just right for those show outings.

As an example, a matching ear veil and cotton sheet, plus the new diamond stitched headcollar would cost a customer around £72 for all three items.

Gallop’s trade website has full details of pricing, including multibuy options available on all stock.

“These new sheets and coolers are going to be a must-have for all horse owners,” says Gallop’s Amy Richards. “Not only do we promote excellent quality, but the key for us is the unbeatable pricing and value for money that Gallop provides to the equine market.”

EQUESTRIAN TRADE NEWS MAY 2023 | 11

ETN | PRODUCT NEWS

GOING BANANAS!

Banana is the latest limited-edition 650g Mini Horslyx flavour.

As well as a pleasing aroma, it contains the high specification vitamin, mineral and trace element package found in all Horslyx products.

Suitable for all horses, ponies and donkeys, Mini Horslyx isn’t just a treat. It’s useful for performing stretches, distracting in stressful situations and perfect for a bit of bribery.

The limited-edition Banana Mini Horslyx comes in a 650g silver tub with a turquoise sleeve.

Priced as per other Mini Horslyx, with an RRP of £5.20, they’re sold in outers of 12.

Banana Mini Horslyx is only available on mainland UK while stocks last.

Keeping equestrians’ feet dry and comfortable

Vinci yard boots and Vallenia country boots – new from Premier Equine - incorporate the best in waterproof footwear technology to keep equestrians’ feet dry and comfortable.

Both styles have a waterproof HydroGuard membrane. This clever barrier contains microscopic pores which prevent water droplets entering the boot, yet allow a flow of air for breathability.

The boots’ non-slip hybrid sole is suitable for riding, yard duties and country pursuits. The sole and insole feature a dualdensity foam cushioning system designed to reduce strain on the foot.

Vinci yard boots are made from high-quality leather with a soft-textured aesthetic. Microfibre leather reinforcements at the toe and heel add to their durability.

Adult sizes have an RRP of £64 and junior sizes £52.

The Vallenia comes in durable, breathable, hardwearing nubuck leather.

It’s available in adults’ sizes with a choice of regular or wide calf widths. The RRP is £120.

12 | EQUESTRIAN TRADE NEWS MAY 2023

PLUM PRIZES

The new limited edition sack for Baileys low-calorie, high-nutrient Lo-Cal balancer will be a hit with everyone who has an equine weight-watcher. Featuring Emily Cole’s Sugar Plum character, each sack gives purchasers a chance to win some great prizes, including a year’s supply of Lo-Cal and signed Emily Cole prints. A digital and print summer sales campaign launches at Badminton.

Just for ponies

A collection of pony saddles has been launched by Walsall based Harry Dabbs Saddlemakers.

Designed for ‘young equestrians with big ambitions’, there are jump, dressage and GP models with seat sizes from 13’’.

The English-made saddles come in a choice of luxurious leather options on a laminated wooden spring tree.

“Ensuring our pony saddles enjoy the same excellent craftsmanship of our Harry Dabbs and Platinum Collections is incredibly important, if not more so,” says Katie Burke from Harry Dabbs Saddlemakers.

“Our saddles are designed to help riders achieve a wellbalanced, correct and effective position, which is incredibly important for aspiring young riders learning to use their seat and leg aids effectively.”

The Pony Collection offers a choice of tree, seat and flap options. The saddles also include the brand’s Performance Panel which is designed to leave the back a fraction sooner than a traditional panel, keeping the lumbar region free.

A choice of welting, cantle coverings and coloured stitching allows for personalisation. RRPs are from £1,930 for a GP saddle.

PACKAGING MAKEOVER

Healthy Hooves Molasses Free is Dengie’s latest product to have a packaging makeover.

It remains easily recognisable in its distinctive purple bag, but it now features Seren whose owner won a competition to see their animal star as the new ‘Dengie Pony on Pack’.

Seren had laminitis. His owner Naomi credits his recovery with careful management, including a diet of Healthy Hooves Molasses Free and soaked hay.

WWW.EQUESTRIANTRADENEWS.COM

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ETN | PRODUCT NEWS

Fuel for equine athletes

New Muscle & Focus from Allen & Page Horse Feeds is designed to enhance performance and recovery for equine athletes.

Tailored for horses and ponies in need of stamina, focus and muscle support, this performance feed is aimed at equines in regular work, training or competition.

Using high-quality protein sources (12%) for muscle development and recovery, Muscle & Focus maintains low starch and sugar levels (12.5% combined) to promote calm and composed behaviour.

A blend of fibre and oil ingredients means it nevertheless provides a dependable source of stamina energy.

Muscle & Focus also includes ingredients that support a healthy digestive system during times of stress, such as travel, competition or changes in environment. Probiotics, prebiotics, calcium carbonate, magnesium carbonate and apple pectin promote healthy foregut and hindgut digestion.

Enhanced levels of vitamins E and C further improve muscle function, recovery and immunity. A mix of herbs - mint, seaweed, fenugreek and dandelion - enhances palatability.

As a soaked feed that's ready in under ten minutes, Muscle & Focus offers extra hydration - particularly beneficial for competition horses who may be reluctant to drink and for recovery following exercise.

PUTTING GLAMOUR INTO GROOMING

Battles’ brand Coldstream Equestrian has introduced two new grooming collections.

The Birkhill Bend range has a C-flex structure to contour to the horse’s body and an anatomical profile to fit the hand.

There’s a body brush, curry comb and goat hair body brush, all finished in matt navy with the signature Coldstream colours of blue, grey and white across the handle.

The second new collection - Shine - includes a body brush, dandy brush, face brush, sweat scraper, hoof pick plus mane and tail brush. Each brush has a sparkly silver grip surface.

14 | EQUESTRIAN TRADE NEWS MAY 2023

NEW SADDLE IS HERE!

The new Bates Isabell Icon saddle launches to British consumers on 1 May. Designed in consultation with dressage star Isabell Werth, Bates Saddles says the new saddle “delivers exceptional freedom, perfect balance, effortless alignment and unrivalled connection.”

Saddlery Brands International is the UK distributor.

Summer rugging solution

A lightweight rug to keep a horse dry and clean is invaluable at this time of year, especially if he’s due to be ridden.

However, if a rug causes him to get sweaty and uncomfortable, it’s doing more harm than good.

Step forward the Bucas Atlantic Turnout with 50g insulation.

ETN tried it on a Welsh Cob (who thinks he doesn’t need a rug) during this Spring’s changeable sunshine and showers – and it did a brilliant job of temperature control.

It also stays in place perfectly, didn’t rub his relatively big shoulders and put a shine on his emerging summer coat.

Bucas’s Atlantic Turnout has a sturdy 1,680 denier waterproof, breathable ballistic nylon outer and is lined with the brand’s new Dermo-Care with wicking properties.

These rugs are quick and easy to put on and remove with a magnetic Snap-lock closure to keep the front flaps secure and smooth.

The rug’s front shaping really is 3-D, with no pulling back on the shoulders and adding to its superb breathability.

The Bucas Atlantic Turnout is also available with 400g and 200g insulation. It comes with a classic cut neck with a combi neck available separately.

Colours are navy blue or a gorgeous green. Bucas is distributed in the UK by Zebra Products.

WWW.EQUESTRIANTRADENEWS.COM

ETN | BENCH SADDLER

Celebrating

the best bench saddlers...

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

ETN/SMS BENCH SADDLER OF THE MONTH: ALEC BRANDWOOD. Alec Brandwood was awarded first place in the Trainee Saddle (Trade) class at the 2023 SMS National Competition. He is the first of some of the prizewinners ETN will be showcasing over the next few months.

Alec was 21 when he started working for Albion Saddlemakers.

“I kind of fell into the job,” he confesses. “It wasn’t a career I had considered. A couple of friends already worked at Albion and they encouraged me to join them.”

LEARNING ON THE JOB

That was seven years ago and Alec is thoroughly enjoying the job.

He has taken a slightly different path into saddlery compared with some others. All his training has been in-house and ‘learn as you go’, rather than the usual apprenticeship.

“During my time at Albion, I’ve spent time in various departments - including the tree shop and the seating and straining shop - learning the trade,” explains Alec.

“For the last 18 months I’ve been in the saddle shop where you physically put the saddle together.”

He finds this aspect of saddle-making particularly rewarding because it involves putting all the parts of the saddle together into the final product and seeing the end result.

Alec enjoys the lacing-up process - how the tree and A proud moment: Alec Brandwood with his prize-winning dressage saddle. seat are stitched onto the panels of the saddle – the most.

“It may be hard work, but this is when you really see the saddle taking shape. The whole process in the saddle shop is A WINNING ENTRY completing the circle of making a saddle,” he says.

This year was the first time Alec had entered the SMS National Competition. Entrants in his class – Trainee Saddle (trade) - are allowed some help in the making of their saddles.

GETTING IN THE SADDLE Alec made a dressage saddle and, while he admits to being Alec admits he didn’t know anything about horses when he really proud of it, he never expected to win first prize. started out in the job. However, working in the saddlery trade has His winning saddle is made from Rémy leather in a tobacco sparked an interest. colour, a stunning light tan.

Albion wants to help its employees learn more about horses The model is the Fabrento but with a few tweaks. The original and they are encouraged to go along to competitions where block has been thinned down a little, and a CC (Cob Connemara) Albion are exhibiting and discover more about the equestrian panel designed for broader horses was used to give the saddle a world. sleeker look.

Alec and a few other saddlers went to Badminton Horse Trials Alec was presented with his award in front of leading players in and enjoyed the whole experience. the saddlery industry following the competition at Saddlers’ Hall “The next thing is to actually ride a horse,” says Alec. “The aim in London. for this year is to have a few lessons.”

16 | EQUESTRIAN TRADE NEWS MAY 2023

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“It’s great to see a saddle taking shape.” Alec Brandwood at the bench at Albion Saddlemakers.

“I couldn’t believe it when my name was announced,” he says.

“I felt extremely proud of what I’d produced, of everyone who has helped me, and of course of Albion Saddlemakers.

“I’m not sure what happens to the saddle now, I’d like to take it home with me!”

The whole competition was a great experience, he added, and something he’s really looking forward to entering again next year.

Alec and his workmates were fascinated by some of the amazing leather items that had been made for the competition classes. “It really highlights the skill and craftmanship in this industry and something to be rightly proud to be a part of,” he said.

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A HECTIC HOMELIFE

When Alec isn’t at work crafting saddles, his home life is kept pretty full keeping up with his 15-month-old son, Freddie.

Being a busy dad means there isn’t much time for hobbies, although he follows motorsports and, judging by the names of his two cats Dobbie and Fang, Alec is probably a Harry Potter fan too.

HOW TO NOMINATE A BENCH SADDLER:

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

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

To nominate a bench saddler (or more than one), email editor@equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.

WWW.EQUESTRIANTRADENEWS.COM

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ETN | OPINION

Neue Schule has developed bits to be kind and comfortable for horses, and to deliver exceptional contact for riders. “Equine welfare is at the centre of the Neue Schule philosophy,” says CEO Sarfraz Mian.

In the hot seat With Sarfraz Mian

S

arfraz Mian BEM is the CEO of the Neue Schule Group, the North Yorkshire based home of the bits brand and NS Academy.

Sarfraz is an engineer with experience in computing, bio-technology and telecommunications. He was awarded the British Empire Medal (BEM) in the 2016 New Year’s Honours List for services to UK trade and charitable work.

BETA International 2023, on Sunday and Monday, 10/11 September, marks Neue Schule’s tenth year as the show’s main sponsor.

What do you enjoy most about your role at Neue Schule Group?

I feel very fortunate to be operating in the equestrian sector. I get to meet people who are undertaking very different activities within the sector, from people at the top of the riding profession to people who are managing some of the best companies, 18 | EQUESTRIAN TRADE NEWS MAY 2023

developing amazing products for riders across the world.

Riders, whether operating in leisure or competitive riding, are hugely passionate about the relationship with the horse and the activities they undertake. Their enthusiasm is infectious and it is hugely gratifying to be able to bring products to the riding world that improve the riding experience for both rider and horse.

As a non-equestrian heading one of our industry’s most innovative and successful companies, are you proof that the equestrian trade sometimes relies too much on passion for horses and too little on commercial acumen?

Historically, it may have been the case that people evolved their hobby into an equine business and ran it leisurely. I don’t think that applies any longer. In order to be successful operating within the current

commercial environment, it is important that businesses embrace best practises.

Customers are very discerning and very savvy and this has driven the need for companies to utilise some of the best approaches. I would argue that companies we now see in the equestrian sector are amongst the best in the world; not just at product development, but in embracing solutions to drive efficiencies within their businesses.

When I look across the sector, many of our customers are successful as a result of their enthusiastic embracing of web and backend technologies to manage their products, order processing and customer interactions.

Furthermore, many equestrian companies have weathered the turbulence of the last few years by embracing approaches that have made them efficient with necessitated reduced staffing levels.

WWW.EQUESTRIANTRADENEWS.COM

OPINION | ETN

“We are happy to share our research findings with the FEI to progress the certification of bits further.”

The significance of equine welfare to retain horse sports’ social licence to operate is now widely acknowledged. As whip rules are tightened, will bits also come under scrutiny? Is action needed?

Horse welfare is at the centre of the Neue Schule philosophy. Our products have been developed to be kind and comfortable for the horse and deliver exceptional contact to the rider.

We have undertaken extensive research to understand the action of bits and use this insight to inform our product design and development process. As horse welfare is at the heart of our approach, we certainly embrace the growing awareness of the importance of social licence.

Quality of bits does vary across the world, and it is important that riders understand these variations do exist and the potential impact that may result.

Several years ago, we were asked to embark upon a project with the FEI to look at the certification of bits. This is an area that we would welcome and we are happy to share our research findings with the FEI to progress this further.

By developing equine-sympathetic products and offering user training to foster a better understanding of bitting, Neue Schule has shown that the education of retailers and riders is a force for good. What plans do you have to continue this work?

We needed to change our approach over the last few years in response to Covid restrictions. We have now developed an excellent Zoom based training course

which many of our customers have now undertaken.

The nature of the retail world means that we can deliver our courses when staff are available, and indeed content can be broken into manageable chunks to assist comprehension. Bits can be perceived as being complex, and so staff can tend to avoid engaging with customers due to lack of product knowledge. Our training gives them the confidence to be able to handle bit queries.

We have also developed online courses that lead to qualifications; these can be undertaken by staff as their time permits.

These courses culminate in a test and successful students can obtain Neue Schule and LANTRA certificates.

In addition, we have developed a Residential Bit and Bridle Fitting course.

This has proven to be very popular and we now have qualified bit fitters operating across the world. Our next residential Bit and Bridle Fitting four-day course is scheduled for August this year.

You’re clearly a big supporter of BETA International. Neue Schule is the show’s long-standing main sponsor, and you succeeded Philip Tyler as chairman of the BETA Trade Fair Committee earlier this year. What are your priorities for the 2023 event?

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Sarfraz is among the cyclists celebrating finishing the annual Jo Cox Way, a charity bike ride from West Yorkshire to London. At the end of their gruelling journey, participants were met by supporters including Kim Leadbeater, MP and sister of the murdered MP Jo Cox, and London’s mayor Sadiq Khan.

WWW.EQUESTRIANTRADENEWS.COM

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www.pro-equine.com EQUESTRIAN TRADE NEWS MAY 2023 | 19

ETN | OPINION We are very fortunate in the UK to have our very own dedicated equestrian trade fair. BETA International has been a model that has been embraced by many trade fairs around the world. In the UK, we tend not to value our home grown strengths and successes, but BETA International is very much a success story for this country.

The trade fair presents for opportunity of meeting suppliers, seeing new products and, very importantly, networking with other people in our sector. There is significant value to be derived from discussions, sharing ideas and gaining inspiration for our own businesses.

BETA International is the showroom for some of the best equestrian manufacturers in the world to showcase their products and deliver product training and insight.

I fully believe that there is the need for a strong and vibrant equestrian trade fair in the UK. Through the support of our exhibitors, their innovative world leading products and visitors from across the sector, we can ensure that BETA International delivers as an autumn business springboard.

We are all continuing to rebuild our businesses following the dual impact of the pandemic and cost of living challenges being faced by many, and BETA International can place a critical role in the process.

I believe that the trade fair in September will prove to deliver an exceptional experience for all involved. My hope is that both visitors and exhibitors leave feeling energised, positive and confident to embrace business opportunities and ideas for the last quarter – which for many represents their busiest trading period and beyond into 2024.

“I would argue that in fact it can be very expensive for your business not to visit BETA International.”

Surely the pandemic proved that we don’t need live events any more… Didn’t we all manage perfectly well doing business by Zoom?

One of the positives to come from the last few years was that historically technophobic companies were forced to embrace new ways of undertaking business, and did this with remarkable ease and success. It is now fully possible to spend one’s full work day going from one online meeting to another.

However, there is a balance to be struck, and face-to-face meetings and discussions are something which is hugely valuable and irreplaceable. The discussions and ideas that come from planned or spontaneous meetings in a trade fair setting are invaluable.

The trade has evolved hugely since BETA International began more than 40 years ago. How is the show changing to suit the current climate?

The rate at which products are introduced and brought to market, changes in buying cycles, incredible developments and changes in how orders are placed, the expectations of consumers for speed of product delivery and quality… These are just some of the incredible changes that have taken place during this period.

BETA international has delivered solid support throughout this time; it has also evolved, and supported the trade to manage the changes.

One of the constants throughout this period has been that BETA International has been a place to reinforce existing relationships and strike up new partnerships.

Innovation is important in a changing landscape, and the exchange of ideas and seeing developments up close acts as a catalyst to developing new approaches. This helps to keep our businesses operating in ways that are relevant to our customers.

Looking forward, we will be placing greater focus on facilitating connections between exhibitors and visitors and ensuring that “BETA International delivers as an autumn business in one place, visitors can obtain springboard,” says Sarfraz Mian, new chairman of the product training to support their BETA Trade Fair Committee. sales activity.

20 | EQUESTRIAN TRADE NEWS MAY 2023

It’s often said BETA International is run ‘for the trade, by the trade’.

How important is the success of BETA International to the work BETA (the trade association) does in its members’ interests.

BETA, the trade association, is respected across the world. The work that is undertaken nurtures the rider base that is fundamental to all equestrian activity. For example, the association is sought out to develop standards for the safety of riding products.

Participation and support of BETA International delivers significant financial support that then enables BETA to undertake this vital work that underpins so much of what the equestrian trade relies upon.

What would you say to a retailer who thinks it’s too timeconsuming and expensive to visit BETA International?

It is very easy to become complacent and keep doing what we have been doing in our businesses. BETA International provides the opportunity to look at our activities and product offerings afresh, with new eyes.

I would argue that in fact it can be very expensive for your business not to visit BETA International.

If you have not visited for a number of years, I would urge you to visit and get a ‘BETA Boost’ for your business. Prepare for your visit, plan your day and make a list of people and companies that you wish to meet… but don’t forget about all of the new activities and stands that will be on show.

Stop by the newstarter stands and see what ideas people have been developing, visit the new product showcase and participate in some of the insightful talks being delivered. I guarantee you will leave inspired!

How do you like to relax on a nonwork day?

When not on call to undertake family commitments, I do like to tinker with wood, so sanding and planing - hopefully resulting in something useful.

I spend a fair amount of time organising the Jo Cox Way. This is a charity bike ride from West Yorkshire to London, now in its eighth year. As the July start date approaches, I panic about the challenging hills on the route and force myself out on my bike, with increasing desperation!

WWW.EQUESTRIANTRADENEWS.COM

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ETN | BETA INTERNATIONAL

Why do we need a trade show?

How BETA International came to mean so much to the British Equestrian Trade Association (BETA) and the wider equestrian industry. A view from Liz Benwell, ETN editor.

B

ETA International’s dual purpose - from its beginning in 1980 to now - has remained steadfast.

Firstly, it generates revenue to enable the British Equestrian Trade Association (BETA) to work for the equestrian industry’s advancement.

Secondly, BETA International creates trading opportunities for equestrian retailers, distributors and manufacturers.

Hence BETA and BETA International are intertwined.

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The idea for an equestrian trade association took shape at a meeting of 40 industry players in the Royal Agricultural Society boardroom at Stoneleigh Park.

Following that meeting, BETA – the British Equestrian Trade Association – was founded on 7 February, 1978.

A key figure in BETA’s formation was ex-Horse & Hound man Antony Wakeham. By then, Antony was managing director of Equestrian Management Consultants (EMC), a company he’d set up to work on a fledgling magazine called Equestrian Trade News (ETN).

Antony was recruited as BETA’s original secretary/administrator.

Harold Knight, then Spillers public relations manager, became the new trade association’s first chairman.

Several BETA committees were formed. Early campaigns included fighting the VAT imposed on re-sold horses and retaining the right for qualified retailers to sell horse wormers.

BETA training courses on retailing and fitting rider safety gear, the inauguration of the BETA Body Protector Standard, initiatives to get more people riding and the National Equestrian Survey – now the industry standard – and much more were to follow.

Beneficial though it is to the industry, all this activity must be funded… a conundrum acknowledged from the early days.

And so the first BETA Travelling Trade Fair was held in 1980.

Overseen then as now by another BETA committee, it was organised by Equestrian Management Consultants (EMC).

The relationship between BETA, the trade association, and BETA International organiser EMC became closer still in 2001 when Antony Wakeham sold EMC to the trade association upon his retirement.

Today, BETA and EMC – still the organiser of BETA International and a wholly owned subsidiary of The BETA Group, is headed by executive director Claire Williams.

A HUB FOR BUSINESS

Over the years, BETA International has fulfilled its original aims – to make money for BETA (the trade association) and create business for the trade.

22 | EQUESTRIAN TRADE NEWS MAY 2023

The show keeps British companies on the world stage.

The show has also evolved into a platform for new product launches, a networking hub, a place for important industry announcements and an international marketplace.

It’s hosted royalty, dignitaries, television celebrities, famous riders - and everyone equestrian has heard of it even though it’s a trade-only event.

Importantly, BETA International has always – and still does – welcome newcomer companies and retailers, however small or obscure.

There’s no obligation to join BETA when a company opts to exhibit at BETA International, although preferential rates are available to members. Visitors have always been admitted for free, while free car parking is traditional.

BETA International’s history and current structure mean the show is run ‘for the trade, by the trade’. But purely altruistic it is not. The show must turn a profit to continue; and exhibitors take part because it makes commercial sense when they work out the return on their investment.

The show’s remit is to nurture a thriving, ethical equestrian industry; to keep British companies and products on the world stage while drawing international brands to a UK audience.

BETA International has been variously described by visiting retailers as “inspiring”, “invigorating” and “a really good free day out.”

TEAMWORK IN TOUGH TIMES

BETA International’s success means it can continue to fund BETA’s achievements.

From supporting its members during the pandemic to the development of feed assurance schemes, BETA’s projects and campaigns benefit the trade and wider equestrian industry.

WWW.EQUESTRIANTRADENEWS.COM

BETA INTERNATIONAL | ETN

Visiting retailers describe BETA International as “invigorating” and “inspiring”

So, is all this goodness a valid reason to support the show as an exhibitor or visitor? Yes… and no, because no-one can afford to do ‘owt for nowt’ in the current climate.

The real reason most leading brands, savvy retailers and industry leaders head for Stoneleigh in September is because it gives their businesses a boost and their spirits a lift.

Schule. The bits and bitting specialist becomes BETA International’s longest-standing commercial partner as it clocks up a decade of support.

Sarfraz Mian, Neue Schule’s CEO, became chairman of the BETA Trade Fair Committee earlier this year. As ever, his committee advises on and guides the show’s overall remit.

FAMILIAR FACES RETURN

WHAT’S IN A NAME?

The organisation of BETA International 2023 is back in-house under Equestrian Management Consultants’ (EMC) control. Last year, for one time only, it was run by a contractor.

The move represents a strengthening of the bond between BETA, the trade association, and BETA International – a partnership which began 43 years ago…

In 1980, the BETA Travelling Trade Fair took to the road as 20 companies displayed their wares and met retailers in hotels around the UK. At the end of each day’s trading, they all piled onto coaches to head for the next venue, their stands and samples following by lorry.

As the show grew, it moved to Doncaster and Sandown racecourses, finally settling at the NEC, Birmingham in 1995.

Twenty-five years later, BETA International moved to the equestrian heartland that is the NAEC Stoneleigh, by now a sophisticated exhibition centre.

Then Covid came. The pandemic prompted a move from the show’s traditional January dates to September. The new scheduling was widely welcomed, especially as that month’s Spoga Horse [the German trade fair] had by now disappeared.

This year’s BETA International organising team is based at Stockeld Park in Yorkshire, home of the BETA Group.

Jackie Woolley continues as operations manager, Fiona Dagger heads up stand sales and Claire Thomas – for 18 years BETA International’s organiser until her retirement last year – has returned as consultant to the show.

There’s more continuity in the shape of main sponsor Neue

WWW.EQUESTRIANTRADENEWS.COM

BETA International is popularly referred to as ‘BETA’. The abbreviation makes some old-timers bristle because the former is the trade show and the latter the trade association.

But who cares? BETA’s work goes on 24/7/365. BETA International comes around once a year – but its influence is equally far-reaching.

If you’d like to visit or exhibit at BETA International 2023 please see below:

For more information please contact Fiona Dagger Tel: +44 (0)1937 582111 email: sales@beta-int.com

www.beta-int.com Stand Bookings

Register Interest to visit

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EQUESTRIAN TRADE NEWS MAY 2023 | 23

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

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

ELECTROLYTE LOSSES AND REQUIREMENTS

By Kate Hore, RNutr(Animal), R.Anim.Technol(Cert). head nutritionist at NAF.

‘H

orses sweat, men perspire...’ so the saying goes, but do we know the importance of sweat? Sweat losses are a critical aspect of equine competition nutrition. Often thought of as only for elite performers, replacing sweat losses is vital for all.

SWEAT

Photos: Katie Mortimore Photography

Sweat is a clear, salty solution that horses – like us – use to help regulate body temperature, particularly when exercising, through evaporation from the skin.

Horses have a high sweat rate, and use sweating as the primary, and most effective, method of thermoregulation. Sweat is lost via glands across the body which secrete the fluid via hair follicles, and the horse has around 800 glands per square centimetre!

The action of sweating is controlled by nerve signals from the brain to the skin, and activated by the action of the hormone adrenaline. Sweat consists primarily of water and the body ions, or electrolytes. However, horse sweat also contains proteins including latherin, which causes the white foam we see on heavily sweating horses.

Horses have particularly concentrated sweat, it being described as hypertonic to plasma, meaning it contains more electrolytes and is at greater osmotic pressure than body fluid, or plasma, would be. This is particularly true in heavily sweating horses, as the higher the level of sweat, the more concentrated it becomes, until proportionally more salt is lost than water.

ELECTROLYTES

Electrolytes are electrically charged body salts, or ions, responsible for many key functions within the body. They are crucial to the balance of the acid-base status in the body, which ensures the right ratio of acidic to basic (alkaline) compounds in solution is maintained.

This equilibrium is vital for the body to function normally. The most important to the horse are Sodium (Na+), Potassium (K+) and Chloride (Cl-); though Magnesium (Mg2+) and Calcium (Ca2+) also have cation (positively charged) roles to play.

24 | EQUESTRIAN TRADE NEWS MAY 2023

Sweat losses need to be replaced whenever the horse has sweated.

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CPD FEATURE | ETN Table 1: Sweat Scores with Observed Signs (600kg Warmblood, fit for light to medium work)

Electrolytes can be added to a really wet feed – or horses can be acclimatised to taking them with drinking water.

Sodium and Chloride are typically provided together, being the salt we are all familiar with (NaCl), and over half of the body’s sodium is in the bones. Potassium is mainly concentrated in the muscles, while the chloride is more evenly distributed through the body.

Once sweating starts, large amounts of electrolytes can be lost in a relatively short amount of time. Many factors will influence how much sweat is lost including temperature, humidity and exercise rate. Rates of up to 20 litres of fluid lost from endurance horses in hot weather racing are recorded, which relates to around 4-6% of total body weight.

Loss of electrolytes and water in sweat has a measurable effect on that vital acid-base balance discussed, with prolonged moderate intensity exercise typically causing mild alkalosis through chloride loss.

Early signs of dehydration include a drop in performance and concentration, whilst long-term can lead to fatigue, weakness and has been associated with issues such as thumps (Diaphragmatic flutter) and tying-up (Exertional rhabdomyolysis).

Signs of dehydration • Muscle weakness • Increased heart rate • Increased respiratory rate • Increased rectal / core temperature

• Impaired mental function • Muscle fasciculations (twitching) • Loss of skin elasticity

HOW AND WHEN TO FEED

Sweat losses need to be replaced whenever the horse has sweated, generally when they are working above a very light work regime.

Horses are very good at dissipating sweat, and it is easy for sweat losses to go relatively unnoticed, as the horse will certainly not always be ‘dripping’. So what do we advise our customers to look for?

There are several different ways of trying to calculate sweat losses, but nearly all have their own limitations and are not necessarily practical for the horse owner.

Research in Germany has aimed to design a ‘Sweat Score’ with easily recognisable signs that owners can relate to. That work also used body weight loss to establish actual losses, so we can see that even a slightly damp saddle cloth relates to sweat losses of up to 4L in a typical Warmblood (Table 1).

Sweat Score

Observed Signs

Sweat Losses (L)

1

Under saddle partly dry, but partly dark, sticky and moist.

Sticky throat area.

Flanks darker than normal.

1.6 - 4

2

Wet under saddle and on neck.

Possible small white areas at tack edges through foaming.

Sweat obvious where reins touch throat, and inner hind legs.

4.0 – 7.2

3

Bridle leaves clear wet mark on head, often with foam.

Saddle and throat areas consistently wet.

Flanks clearly wet.

7.2 – 9.3

4

Throat and flanks completely wet.

Moist, dark wrinkles above the eyes.

Possible white between inner hind legs from pronounced foaming.

9.6 – 11.8

5

Throat and flanks completely wet.

Moist, dark wrinkles above the eyes.

Possible white between inner hind legs from pronounced foaming.

12.7 - 18

Adapted from Zeyner et al, 2014

Advising owners to simply feel the saddle cloth, or the skin under the saddle, to check for damp areas is a good way of raising awareness of the need to supplement electrolytes, whether training, hacking or competing. Once we’ve decided we need to supplement, what is the best way to do it?

It is important to remember Advising owners to feel the that as well as the electrolytes saddle cloth, or the skin under the themselves, the sweat losses saddle, to check for damp areas is include significant amounts a good way of raising awareness of water. It is imperative that of the need to supplement water is replaced alongside the electrolytes. electrolytes, as failure to do so will cause the high osmolality (solution concentration) in the stomach and gut to draw water from the blood, across the gut wall, so actually further dehydrating the horse.

JUST BECAUSE YOU FEED ELECTROLYTES, DOES NOT MEAN THEY GET INTO THE HORSE.

Further, use of super-concentrated electrolytes, such as pastes, can act as an irritant in the stomach and have been found to cause gastric ulcers (Holbrook et al 2005). Recently it was reported that this risk is becoming known by rider populations, meaning horses are missing out on vital electrolytes through rider concerns (Alshut et al 2022).

Therefore we have a responsibility to promote essential, and safe, feeding of these required salts. The best way to do that is to add electrolytes to a really wet feed – something like well soaked sugar beet – or to acclimatise the horse to taking electrolytes from drinking water. A wet, fibrous feed is ideal, as the fibre also helps support the gut’s role as a fluid reservoir for hydration. Either way, ensure clean, fresh water is also always available.

Electrolytes should be given whenever the horse has worked hard, and when observed signs show that sweating has taken place (Table 1). Not just for competing horses, remember mares during CONTINUED OVER THE PAGE

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EQUESTRIAN TRADE NEWS MAY 2023 | 25

Photo: Elnur/ Shutterstock.com

ETN | CPD FEATURE foaling and stallions during covering will both also require electrolytes. Lastly, as travel always results in sweating, if the horse has travelled, then electrolytes are recommended.

Research shows pre-loading is advised, i.e. feeding electrolytes one hour before travelling. This should be sufficient to see them through the competition. However, if that journey is more than two hours long, rest breaks should be provided and electrolytes fed (Lindinger 2022, Waller & Lindiger 2023). Post-competition electrolyte supplementation is also important to aid recovery.

CONCLUSION

Feeding electrolytes one hour before travelling is recommended as travel always results in sweating.

As equine health advisors, it is our responsibility to know the importance of electrolytes to working horses, and how to advise their safe and appropriate use to horse owners.

Selected References • Alshut F, Martinsson G, Venner M & Vervuert I (2022) Salt supplementation in exercising horses: any harmful effects on gastric mucosa?

Proceedings of EWEN, Equine Nutrition to Industry Event. Cirencester Aug 22.

• Holbrook T.C, Simmons R.D, Payton M.E & MacAllister C.G (2005) Effect of repeated oral administration of hypertonic electrolyte solution on equine gastric mucosa. Equine Vet Jn. 37, 501504 • Lindinger M.I (2022) Oral electrolyte and water supplementation in horses. Vet Sci. 9, 626 • Waller A.P & Lindiger M.I (2023) Tracing acid-base variables in exercising horses: effects of preloading oral electrolytes. Animals. 13, 73 • Zeyner A, Romanowski K, Vernunft A, Harris P & Kienzle E (2014) Scoring of sweat losses in exercised horses – a pilot study. J. Anim Physiol Anim Nutr (Berl). Apr 98(2) 246-50

RAMA CPD QUIZ SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION

RAMA CP Questio D ns (nutriti on) Ma y 2023 E TN

1. What do horses use sweating for? a.

Acid regulation b.

Thermoregulation c.

Water balance d.

Hormone regulation

6. Which of these is a sign of dehydration in horses? a.

Increased heart rate b.

Loss of skin elasticity c.

Raised temperature d.

All of the above

2. Which of these is a body protein found in equine sweat? a.

Keratin b.

Myosin c.

Latherin d.

Collagen

7. What Sweat Score would you give a horse if they had completely wet throat and flanks, and foaming between the hind legs? a.

1 b.

2 c.

4 d.

5

3. In ‘acid-base status’ what does ‘basic’ refer to? a.

Acidic solution b.

Alkaline solution c.

Neutral solution d.

All of the above

8. What is the risk of feeding electrolytes without water? a.

Decreasing core body temperature b.

Decreasing osmolality in body plasma c.

Increasing dehydration in the horse d.

Increasing negative charge on electrolytes

4. Which of these is not a key electrolyte? a.

Chloride b.

Sodium c.

Potassium d.

Selenium

9. What advantage does the fibre offer, when feeding electrolytes in wet feed? a.

Helps fluid reservoir in the gut b.

Prevents fluid collection in the gut c.

Carries electrolytes across the gut wall d.

Carries water across the gut wall

5. Which of these equine conditions has been linked to dehydration? a.

Exertional rhabdomyolysis b.

Laminitis c.

Hypertrichosis d.

Lymphangitis

10. How long before transport should you advise giving electrolytes? a.

Not at all b.

1 hour before c.

2 hours before d.

Min. 6 hours before

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

26 | EQUESTRIAN TRADE NEWS MAY 2023

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ETN | PEOPLE

People Veterinary surgeon Hillary Cowley has been appointed deputy CEO of the Animal Medicines Training and Regulatory Authority (AMTRA), the body that monitors Registered Animal Medicines Advisors (RAMAs) and raises awareness of their responsibilities within the animal medicines industry.

A University of Zimbabwe graduate, Hillary has worked in mixed practice in sub-Saharan Africa. She came to the UK in 2003 to work in companion animal and emergency practice.

Hillary has since held commercial roles at pharmaceutical companies and spent a decade in pharmacovigilance which, she says, underpins the integrity of products and the industry. At AMTRA, Hillary is keen to encourage vets and RAMAs to work together to support animal owners.

She believes there’s currently “an opportunity for RAMAs to do what they do really well - to advise animal owners on good husbandry, and strategic parasitic use to minimise the development of resistance, among other things.”

Stephen Dawson, who has headed AMTRA for 13 years, has been named as its CEO, although his role remains the same. ETN works with AMTRA to publish accredited CPD features to help RAMAs maintain their qualifications.

Sophie Green has joined the team at PR and marketing agency J B Promotions.

A Royal Agricultural University graduate, Sophie has since worked in the equestrian industry across several disciplines. More recently, she’s coached riders with their confidence and offered small equestrian businesses marketing advice and support.

In her spare time, Sophie enjoys being outdoors on a horse or walking her Jack Russell, Fidget.

Henry James Saddlery has appointed Jayne Cunningham as its new sales agent for the UK. Jayne is from Insight Equestrian which represents several brands.

“We’re confident that Jane’s appointment will help us to build stronger relationships with retailers and customers across the country,” said Dan Russell, founder of Henry James Saddlery.

British Eventing’s (BE) chief executive Helen West resigned in March, citing the need to care for her father. She had been in the post for two years and leaves BE in June.

BE chair Mark Sartori said Helen had “stabilised the sport from the extremely precarious position it was in to where it looks set to be profitable for the first time in eight years and where we are seeing membership growth for the first time in six years.”

As ETN went to press, BE had begun recruiting her successor.

28 | EQUESTRIAN TRADE NEWS MAY 2023

Sandra Howitt, whose family-run saddlery and leather shop M E Howitt is one of the Society of Master Saddlers’ (SMS) longest standing members, has been presented with a Lifetime Achievement Award.

The Alton, Hampshire based business was founded by Sandra’s late father-inlaw Maurice Howitt in 1947. He’d just left the Household Cavalry where he served as a saddler and set up M E Howitt to sell and repair saddlery and leather goods.

Maurice was one of ten saddlers who formed the SMS in 1966.

He went on to be its president in 1968/69.

Sandra was married to Maurice’s son, also named Maurice, who took over the business after his father’s death in 1972. Sandra kept M E Howitt going after Maurice’s untimely death in 2008 – and has continued ever since.

On receiving her award from SMS president Chris Taylor, Sandra said, “My father-in-law would have been so proud to see that the business is still going and an integral part of the local community.”

Louise Kettle and Sioned Williams have joined Zebra Products as warehouse colleagues to help distribute top European brands to UK retailers.

Claire Williams, executive director of BETA, featured in the inaugural Women in Trade Associations (WiTA) Powerlist.

Drawn up by the Federation of Small Businesses (FSB) and the Confederation of British Industries (CBI) from over 200 nominations, the list names 100 female industry leaders who’ve made their mark by fronting trade bodies representing members across all sectors.

Claire joined BETA in 2000. In 2021, she received the Sir Colin Spedding Award for her outstanding work on behalf of the equestrian trade during the Covid pandemic.

Danielle Holmes, director at equestrian and rural web design, hosting and IT company Black Nova Designs, was selected as one of Wiltshire’s 20 most inspiring women in the lead up to International Women’s Day 2023.

Danielle co-owns Black Nova Designs with her husband Kyle. During the past eight years, they’ve achieved more than £1.3m in sales. Danielle, who has a daughter, runs a second business offering dog daycare and walking.

BETA’s Tina Hustler had every right to be a very proud mummy on Mother’s Day. It was the first show of the season for her daughter Holly (8) and their pony Maisie – and they came home with rosettes aplenty.

Tina and Holly had their work cut out to get Maisie show-ring ready as the “slightly hairy” pony lives out. But their elbow-grease paid off and the judges rewarded an immaculate turnout with wins in the lead-rein and novice in-hand classes.

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ETN | SUPPLEMENTS

A little added extra Supplements now have an established place in the modern horse diet. Halima Sadat talks to Clare MacLeod MSc RNutr to find out what supplements are available and how and when they should be fed.

I

f you were to travel back in time, you would find that, traditionally, horses were fed what are known as straights. In other words, they were given a mix of oats, barley, maize, bran and wheat straight from the tub, alongside hay as a forage.

Of course, it’s still possible to follow this kind of feeding regime today, and it can be found on competition or racing yards where feeds might need to be fine-tuned to suit the needs of individual animals and their workloads. However, it takes a skilled horseperson to create a balanced and energy-appropriate diet in this way and, even allowing for this knowledge, supplementation in some form will still be necessary to provide the vital vitamins and minerals that are missing from the bucket.

Step forward the compound feed. Ready mixed and formulated by nutritionists to balance forage when fed at recommended amounts, it contains the ideal combination of ingredients, along with the added essential micronutrients necessary for good health.

The main advantages are that it’s fully balanced (when fed in the recommended amounts), is easy to feed, requires less storage space and is likely to be consumed before it goes stale. So, if a compound feed supplies everything, why stock supplements?

Photos: Eve Bickley Photography/Shutterstock.com, Groomee/Shutterstock.com

NEXT STEPS

Where compound feeds begin to fall short is in the fact that the majority of horses in the UK are kept for leisure rather than for hard work. The result is that many compound feeds designed to be fed at several kilos daily are simply not necessary, nor, indeed, advisable for them. For these horses, energy requirements can be met from forage alone but the horse’s diet will be insufficient and lacking in essential vitamins and minerals, and possibly protein. In other words, it won’t be balanced.

Independent equine nutritionist Clare MacLeod MSc RNutr says: “The first stop has to be looking at whether a horse’s diet is balanced and suited to their needs. If it isn’t balanced, then adding a broad-spectrum mineral and vitamin supplement or a balancer should be the next step. One important consideration is that even if a customer is feeding a compound feed, if they’re feeding in an amount lower than that recommended on the bag, the horse will be short on nutrients.”

BALANCERS VERSUS SUPPLEMENTS

There are some similarities between supplements and balancers, as both products provide essential nutrients. However, the balancer can form a complete low-energy feed, as it will contain some levels of protein and fibre, whereas a supplement will only contain specific micro-nutrients. Furthermore, as it will be in a 30 | EQUESTRIAN TRADE NEWS MAY 2023

Supplements must be added to a carrier feed such as chaff

liquid, powder or dried form, a supplement must be added in small quantities to a carrier feed, such as chaff and sugar beet, while balancers tend to be pelleted in the same way as conventional nuts and can be fed as such.

Whether feeding a balancer or a vitamin and mineral supplement, it’s important to feed in the recommended quantities to ensure the imbalance in the diet is corrected, but it should be noted that for customers feeding balancers, a separate broadspectrum supplement will not be required.

Clare MacLeod says: “Customers do not need to feed a vitamin and mineral supplement with a pelleted balancer, and, in some cases, feeding both or more than one nutrient-containing supplement could lead to over-supplementation with minerals such as iron and selenium that can be toxic if fed in excess quantities. As a result, it’s important to look at the whole feeding picture.”

THERAPEUTIC BENEFITS

What about other supplements not designed to balance the diet?

These are formulated to support a specific health problem. Clare MacLeod says: “Therapeutic, or health-supporting, supplements may be a combination of a wide variety of ingredients including nutrients, nutraceuticals, herbs and probiotics. They may be completely herbal, or they may be made up of just one ingredient such as MSM or vitamin E. “A huge range is available, generally based on health challenges or conditions. The most common supplements are aimed at supporting joints, hooves, calmness, the respiratory system, muscle, the gut and the stomach.”

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SUPPLEMENTS | ETN

Supplements of this kind tend to be either a wide variety of different ingredients, including nutrients and nutraceuticals (e.g. glucosamine for joints) or herbal. Herbs are particularly popular with horse keepers looking for a nature-based approach to feeding and they have the added bonus in that they are often very palatable to horses, too. A few supplements are available in a liquid form, some of which are oils for boosting joint mobility and coat condition.

In addition, it’s always advisable to keep abreast of any trends.

Quite often, therapies that become popular as support for human health are translated into an equine equivalent. For example, currently, turmeric is receiving great interest as a supplement for both humans and horses, as it is said to have many health benefits.

HEALTH SUPPORT

When a customer presents with a horse that has a specific health issue, after checking the management regime isn’t playing a part in the problem, it’s also important to ascertain the feeding regime.

Clare MacLeod continues: “First and foremost, the diet needs to be correctly balanced – which may include a multi-vitamin and mineral supplement – before health-supporting supplements are added.

“It should also be borne in mind that added electrolytes are necessary for working horses to replenish salt lost in sweat, making these diet-balancing products rather than therapeutic supplements.”

As with similar human products, supplements are not medicines, nor are they tested in the same way or governed by the same regulations in terms of efficacy. The aim is merely to give

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nutritional support to the horse’s body to allow him to deal more effectively with any potential health challenges.

Clare MacLeod says: “It’s important to remember that supplements are not treatments for conditions. If a customer has any real concerns, then the vet must be the first port of call. It may be that the vet advises a supplement, but this would be in addition to any treatment and not as a replacement for it.”

On the shelf

The range of supplements is enormous but, as a retailer, there are a few basic types that should find space on your shelves: • • • • • • •

Broad-spectrum vitamin and mineral supplements Products to help with joints and mobility Hoof-health products Products for respiratory health and the immune system Probiotics and other gut-supporting products Coat and skin supplements Calmatives

Clare MacLeod MSc RNutr is an independent registered equine nutritionist who runs the Equine Nutrition Learning Centre. To find out more, visit equinenutritionist.com

EQUESTRIAN TRADE NEWS MAY 2023 | 31

ETN | SUPPLEMENTS AND BALANCERS

Added extras

Supplements and balancers offer peace of mind for horse owners – and good margins for retailers.

A NEW ERA

NAF Five Star Metazone has been formulated by veterinary and nutrition experts at NAF for the management of horses who need something extra.

The nutraceutical’s efficacy has been trialled through an independent study at the Royal Agricultural University, Cirencester. The results will be available this Spring/summer, says NAF. Metazone is a synergistic blend of ingredients that target the support of natural anti-inflammatory pathways. Plant-based phytochemicals in the product support these pathways wherever they are needed in the body, whether that be for joints, hooves, tendons, ligaments, muscles or skin.

Metazone is formulated to be competition safe with no withdrawal time. It’s available in three palatable presentations liquid, powder and syringe.

Metazone supports horses’ anti-inflammatory responses throughout the body. It can be used when a short-term boost is needed or daily when comfort is key.

The product is ‘gut kind’ and can be fed alongside any other NAF product.

Metazone sits within NAF’s Veterinary Support category. NAF veterinary director Dr Andy Richardson is just one of the team behind the launch of this Five Star supplement.

“Unwanted or excessive inflammation is a major issue for the well-being and performance of horses across all disciplines and uses,” says Andy.

“Metazone is the culmination of many years of research and knowledge gathered by the scientific team at NAF on how plantbased phytochemicals can positively influence the body.”

An introductory trial offer of 20% off RRP runs until the 30 June 2023.

Breathe easy

NAF Five Star Respirator Boost provides valuable nutritional support to the respiratory mucosal immune system and the delicate capillary blood vessels that surround the lungs.

Research shows that by supplementing the diet with naturally sourced anti-oxidants, the horse’s lungs can be given valuable support, says NAF. Respirator Boost contains a concentrated solution of natural anti-oxidants, alongside herbs such as ginger, rosehip and blueberries, chosen for their targeted support of healthy lung function. Echinacea is included for immune system support.

Respirator is recommended where close contact with other horses showing respiratory stress may be cause for concern.

Essential oils in Respirator Boost help maintain clear airways.

32 | EQUESTRIAN TRADE NEWS MAY 2023

When every calorie counts…

TopSpec has a range of very low-calorie feed balancer options for when every calorie counts.

TopSpec Performance Lite Feed Balancer is designed for medium to hard-working horses that do not require any extra muscle development or topline. It provides a daily generalpurpose supplement and many specialised supplements.

TopSpec Lite Feed Balancer is designed for good doers in light or medium work. It combines a daily broad-spectrum supplement and a hoof supplement with a non-conditioning feed.

TopSpec Senior Lite Feed Balancer is designed for elderly horses that do not need extra condition.

It combines the benefits of a nonconditioning feed balancer, including a daily general-purpose supplement plus many specialised supplements tailored to the needs of elderly horses, with a joint supplement.

TopSpec Stud Lite Feed Balancer provides all the benefits of TopSpec Stud Feed Balancer - a daily, general-purpose supplement plus many specialised supplements - on a low calorie, medium protein base, making it ideal for youngstock and broodmares that are good doers.

TopSpec AntiLam Forage Balancer is a palatable, pelleted forage balancer that includes a daily, general-purpose supplement plus many specialised supplements forming a multisupplement. It provides nutritional support for those prone to laminitis.

NEWCOMER DOES IT DIFFERENTLY

Hestevard might be a little-known name to the trade, but it has strong links to the equine veterinary world.

For many years, the Hampshire based company has exclusively supplied equine veterinary practices with equine supplements.

“Recently, however, we have really started to build visibility of the Hestevard brand to horse owners,” says marketing manager Lesley Wrankmore.

In January, Hestevard introduced its first balancer as part of its recently launched Signature range. The BoxMerix Balancer Maintenance Diet, designed to support joints and available to stores, contains a maintenance level of Hestevard’s Professional range product, BozMerix.

This April saw Hestevard launching the second balancer in the family. Pectigus Balancer Maintenance Diet supports horses needing additional gastric support, especially those susceptible to squamous or glandular challenges.

Hestevard balancers look quite different. Each one is 10kg and comes in a compostable drum with the aim of minimising the use of single-use plastics.

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A FINE CHOICE

There’s something for every horse or pony in the range of balancers by SPILLERS. SPILLERS Ulca Balancer is a multi-vitamin and mineral balancer with added gastric and digestive support. It carries the BETA Equine Gastric Ulcer Syndrome (EGUS) Certification Mark and contains pre and probiotics to support gut health plus pectin, lecithin, FOS and calcium for gastric support.

SPILLERS Daily Balancer contains 15mg of biotin per 500g serving, which is proven to help support hoof health, and has an appetising mint and rosemary aroma. It provides vitamins and minerals to balance forage only diets but no added iron, which is often over-supplied by hay, haylage and pasture, says SPILLERS. SPILLERS Original Balancer is an enhanced multivitamin and mineral balancer with added digestive, hoof and immune support. It supplies the essential amino acid lysine to support muscles and topline, pre and probiotics, biotin and a high level of vitamin E plus vitamin C to support immune health. It’s ideal to balance a forage only diet.

SPILLERS Lite & Lean Balancer is designed to balance a weight loss diet with a high level of lysine and vitamin E. It contains cinnamon and FOS to help support a healthy metabolism. It’s suitable for those prone to laminitis.

SPILLERS Supple & Senior Balancer isn’t just for seniors. This multi-vitamin and mineral balancer has added omega 3 alongside 7.5g of glucosamine and 10g of MSM per 500g serving, making it ideal for joint support at any age. It supplies antioxidants including vitamin C and a high level of vitamin E, plus pro and pre-biotics to support digestive health.

SPILLERS Gro N’ Win Balancer is a nutrient rich formula for broodmares, foals, youngstock and stallions that do not require the high level of calories provided by traditional stud feeds. It’s rich in essential amino acids to support growth and muscle development and includes pro-biotic live yeast to support digestive health.

Become a stockist today Free delivery Online and social media support Staff training & POS Promotional support Expert advice at any time Always in stock

It’s called turbo juice!

Horse First formulated Vital-V to provide the correct major vitamin requirement in an easily absorbed solution.

Designed to deliver rapid results, it’s recommended to be fed on a regular basis alongside a balanced diet.

Vital-V has gained a strong reputation among owners requiring outstanding performances from their horses. In fact, its fast-acting benefits have led Vital-V to become known as ‘turbo juice’ among users, says Horse First.

As well as being used for total vitality, performance and wellbeing, Vital-V can assist horses recovering from illness.

The versatile product can be given three times per week for maintenance or added to each feed for energy and performance before and during competition.

A TRUE ALL-ROUNDER

Lincoln All Essential Vitamins & Minerals is a daily supplement which provides the full spectrum of essential vitamins and trace minerals.

It’s formulated for horses, ponies or donkeys being fed either a forage or grass-only diet or receiving less than the recommended amount of a compound feed.

The product is suitable for veteran equines. Lincoln is available from Battles.

Any questions? We’re happy to help at any time: T: +44 (0)28 3084 8844 E: info@horsefirst.net

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EQUESTRIAN TRADE NEWS MAY 2023 | 33

ETN | SUPPLEMENTS AND BALANCERS

The charcoal effect

One of nature’s best gut balancers is natural charcoal, says Paula Foster of Fine Fettle Products which supplies Happy Tummy.

“A small amount of Happy Tummy charcoal, added daily to the feed, begins to re-balance the pH of the gut, as well as adsorbing toxins,” she explains.

“Acidity is reduced as is the risk of adverse gastric issues.

The essential gut microflora begins to regenerate and flourish, thereby supporting the immune system.”

Overall, adds Paula, the health of the horse improves, along with condition and performance.

“ZERO SHRINKFLATION”

To support retailers, BETTALIFE says it’s holding retail prices for the remainder of 2023 “so there’ll be no nasty surprises when ordering”.

The supplements brand is also continuing its seasonal special offers to maximise opportunities for stockists.

BETTALIFE adds that its fixed and original formulation guarantee ensures the raw ingredients and percentage of them used in all products will remain the same in every tub.

The brand has also pledged “zero shrinkflation”, thus confirming all product sizes and the prices remain the same going forward.

“Hopefully, this reassures retailers of BETTALIFE’s support and commitment to them,” says the company.

MAKES UP FOR DEFICIENCIES

Horslyx Original Balancer provides an essential supply of nutrients to balance the deficiencies of forage and grazing.

Owners are keen to turn out their horses at this time of year.

But while grass provides ample calories for most, it doesn’t add up to a balanced diet, warns Horsylx.

Offering a balancer such as Horslyx Original provides all the vitamins and minerals a horse or pony needs - but without adding to the calories from grazing.

In addition, the trickle feeding pattern that Horslyx encourages means horses are receiving a balanced diet 24/7.

Horslyx Original Balancer is cost effective too. When feeding a 15kg lick to an average 500kg horse at recommended intakes, it costs as little as 62p per day.

Horslyx Original Balancer is available in 650g, 5kg, 15kg, 40kg and 80kg sizes.

On the move

Cavalor Muscle Motion is all about muscle support and maintenance.

It’s designed to neutralise harmful by-products such as lactic acid and free radicals which can be produced during training and competition.

Cavalor Muscle Motion contains vitamin E and selenium, plus antioxidants. Its ingredients add up to a package of support for muscle cells.

Cavalor is distributed in the UK by Zebra Products.

AIMS TO MINIMIZE ITCHING

Lincoln Herbs Quititch is for spring and summer months when horses can be plagued with itchy, sensitive skin.

Quititch uses nature’s botanical properties to support the skin’s integrity and immunity, aiming to minimize itching and help prevent associated skin damage.

Lincoln is available from Battles.

34 | EQUESTRIAN TRADE NEWS MAY 2023

Balancers for horses… and Pegasus!

There are four balancers in the Coligone range.

Each contains Coligone for gastric support. It contains scFOS/MOS prebiotics, probiotics and yeasacc, plus a seaweed buffer.

Coligone Balancer, available as a pellet or powder, is suitable for all horses and ponies. It’s low in starch, sugar and calories.

Coligone Race Balancer is for horses in training to support health, performance and recovery. It contains vitamins, bioplex minerals and micronutrients. Antioxidants, such as vitamin E and selenium, mop up free radicals, deter race fatigue and support muscle recovery. Vitamin B12, calcium and amino acids boost the immune system and promote strong bone and hoof development.

Coligone Stud Balancer, for stallions, youngstock, mares and foals, is low in sugar and starch. It contains calcium to support a healthy nervous system, vitamin E, selenium, manganese, zinc, copper and B-vitamins for health, bone strength and muscle development.

Magical Pegasus Dust Balancer is a fun addition to the range for the younger market.

It provides highly digestible fibres, Coligone, an omega complex, vitamin and minerals and amino acids. It can be fed with just forage.

TIME TO STOCK UP

Spring is upon us, which brings its own seasonal problems.

TurmerItch from The Golden Paste Company is a skin and coat supplement that is absorbed into the blood stream.

Key ingredients include neem, red bush tea and chamomile, to help soothe the skin by promoting a healthy skin and coat.

Active ingredients in TurmerItch support biting insect repulsion and help maintain reduced sensitivity, as demonstrated during trials and testing on more than 200 horses over 12 months with excellent results.

Sophie, whose 13.2hh pony Tom trialled TurmerItch, says: “After just a few weeks of feeding TurmerItch, the transformation was unbelievable! Tom now has a long mane and hardly ever itches. His tail looks great too.”

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ETN | SMALLHOLDERS AND PETS

Fewer than 50 acres…

…is the size at which a farm becomes a smallholding. It’s also the type of property which many of your customers own and where they keep a few hens and maybe some goats, along with their dogs and horses.

How do you like your eggs in the morning?

Stubbs England has taken its internationally popular Saddle Mate and put a back in it to create a Poultry Palace.

This perfect hen house was invented in response to popular demand; now there are many happy hens with comfy places to rest and lay their eggs.

Stubbs’ Poultry Palace is made from durable Stubbythene. Importantly, this material is non-porous making it easy to clean and keep hygienic.

It comes in red, blue, green, yellow, orange, brown, pink or purple.

Dressed for the weather

The new Bucas Freedom Dog Rug has a waterproof, breathable, rip-stop outer – ideal for unpredictable British weather.

An adjustable stomach protector keeps the dog dry and clean underneath, while rear elastic straps help keep it in place.

The versatile wide neck accommodates a variety of shapes and sizes, and the collar has an opening for the lead to come through.

Reflective strips add a safety element to this versatile dog jacket.

The Bucas Freedom Dog Rug comes with 50g fill in classic navy or violet/green and green/violet.

Bucas is distributed in the UK by Zebra Products.

Fishing for treats

Dog Gone Fishin’ natural, tasty dog treats from Henry Bell & Co are manufactured in the company’s own factory in Cornwall.

Made from expertly sourced fish that’s air-dried or baked, they are grain-free, gentle on the stomach, easy to digest and a great source of protein.

Fish contains naturally occurring omega-3, perfect for helping to promote healthy skin and a shiny coat, as well as aiding joint mobility.

The four Dog Gone Fishin’ ranges comprise Bakes, Crunchies, Crunchies Plus and 100% Dried Fish.

One-stop poultry solutions

My Poultry from Agrihealth is a new range for domestic chicken owners.

Formulated by nutritionists and approved by vets, My Poultry has everything back yard poultry keepers need to ensure their birds are healthy and happy. The collection comprises…

Multivitamin Supplement, a complementary vitamin blend for laying hens, duck and turkeys, is beneficial at stressful times such as moulting, for rescue hens, young birds or birds showing signs of depressed activity.

Egg Shell Improver is a balanced nutrient solution to maintain or improve eggshell quality. Ideal when birds are starting to lay or returning to lay after moulting, it’s also helpful when older domestic hens’ eggshells get thin or develop unsightly bumps and chalky deposits.

Digestive Recovery contains essential oils such as oregano, thymol and eugenol from which birds benefit when recovering from digestive and intestinal issues.

Electrolyte+Vit C offers poultry enhanced wellbeing and performance. It can help counteract the negative outcomes of heat stress by providing lost nutrients when feed intake drops. It’s supplied as a box of 24 sachets.

Just what every smallholding needs…

When you keep animals, you can’t beat a big bin for feed, water or storage.

This one from Stubbs England holds 18 gallons (81 litres), won’t rust or leak, is easy to clean – and comes with an optional lid.

It makes a great water tub or feed bin. A choice of six colours – white, red, blue, green, black or pink – means each animal can have its own if desired.

Made in ultra-tough Stubbythene, the bin can be stacked when space is restricted. Rounded bottom corners and thick walls make it highly vermin resistant, especially when used with the soldseparately lid.

The Stubbythene lid, in black only, has sufficient weight to keep it in place without the need for unclipping or levering off.

It’s a handy addition to make the bin weatherproof and keep out unwanted visitors.

CONTINUED OVER THE PAGE

36 | EQUESTRIAN TRADE NEWS MAY 2023

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by Xcel Concepts Stanmore, HA7 1GB, 4, Ireland. by and imported Howard Road, Road, Ballsbridge, Dublin Stanmore Place, Northumberland Ireland, 22 Made in China. future reference. for this information I0002054.

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In the saddle

Ready for

Photos: Jon Stroud

A

horse’s natural inclination is to move in a slightly downhill fashion – after all, naturally, that’s where he carries around 60% of his weight. However, with his front legs doing the brunt of the work, his hindlegs then take a backseat.

As a rider, you need your horse to be working properly through his back so that he can carry you effectively, but this can only happen when he’s working into a soft and light contact that is powered by his hindquarters. In order to generate this energy, you’ll need to strengthen your horse and encourage him to become more supple and balanced. Here are a few targeted schooling exercises to get you started.

There’s barely a schooling snag a leg-yield can’t help to fix – so there’s no surprise that those sideways steps are making an appearance here, too. They’ll supple your horse and encourage him to take more weight behind due to the engagement required to get his hindlegs crossing over, so by making this a regular part of your sessions, you’ll be reaping the rewards in no time.

Introduce leg-yield on the three-quarter line, where your horse will be most inclined to move out towards the track. Rather than allowing him to drift, ask him to step with purpose, then...

1. Apply a little pressure with your inside rein for a small degree of inside flexion, but maintain the contact with your outside rein to keep hold of his shoulder.

C

Warm-up wisely

For a horse who’s on the forehand, it can be tempting to try and get him sitting on his hindquarters from the second you set foot in the arena. However, it’s most important to prioritise getting him going forwards first, allowing him to stretch on a loose rein in walk and trot, before you try and refine his way of going too much.

40 HORSE&RIDER

3. Square turns

H

M

E

B

K

TOP TIP

Switch between these three exercises during your sessions so your horse doesn’t start to anticipate the next move.

F

A

Route 1 Route 2 Route 3 Square turn

2. Move your weight onto your inside seat bone and apply your inside leg on the girth to engage his hindleg and ask him to step him out towards the track.

3. Support your horse with your outside leg behind the girth to keep driving him forward and also prevent him from falling out or leading with his quarters.

When you’re confident with lateral steps from the three-quarter line, there’s no limit to where your leg-yield could go. You could add a few extra steps by attempting it from the centre line back towards the track, or zig-zag to and from the threequarter line, changing the bend as you go. It’s easy enough to do out on a hack, too, and has the added benefit of helping you to stride out some tension if your horse is on the keener side.

A great way to encourage your horse to shift his weight backwards is through 90° turns. This technique sounds simple but don’t mistake that for it being easy – it takes a great deal of balance to master. To do it...

1. Ride large around the arena in walk, applying a half-halt as you approach the corner.

2. Apply pressure with your inside hand to encourage your horse to flex slightly to the inside, and keep your outside hand close to his neck.

3. Squeeze with your

inside leg on the girth to encourage him to keep working up into your outside hand, and place your outside leg a fraction behind the girth.

4. Straighten up out of the corner, before repeating in the next one.

Once you’re confident asking for square turns while going large, why not take your horse on a square at either end of the arena?

You can then upgrade the difficulty by riding a 20m square in the centre of the arena – where you won’t have the support of the corners to help you.

BUYER’S GUIDE

KEY

4 #

Number of colours available

How to create a winning routine

riders

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POLEWORK

1 LAYOUT, 3 WAYS AND JUST 6 POLES!

TIPS

Cool, calm & focused

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Piggy March

MOUNTING BLOCKS

Weight Maximum load

U

sing one is better for your back – not to mention your horse’s – and it can reduce unnecessary strain on your saddle, too, but how much thought do you put into the mounting block you use?

Choosing one that suits your riding lifestyle TOP TIP is a simple way to It’s important to position streamline your your mounting block on a routine. That’s secure, level surface and ensure why we’ve taken a it’s tall enough for the size of look at the options horse you’re getting on. available, whether you need one for the yard or lorry, or a combination of the two.

The multitasker

Horse&Rider readers are passionate about their horses – investing time, energy and money into making their horsey dreams happen. Get your brand in front of this dedicated and engaged group of equestrians.

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The position of your block while mounting is important. Too close and you’ll apply a lot of downward force on your saddle, possibly leading to a slip. Too far away and you’ll have to launch yourself, which will be uncomfortable for your horse.

15

Super-lightweight and folds away for easy carrying, the slim profile makes it easy to store when not in use. Doubles up as a height booster for perfect plaits, too. qhp.nl 142 HORSE&RIDER

Made from tough polyethylene, this will keep your grooming kit secure while giving you a safe spot to mount from. With flexi handles for manoeuvrability, it has a watertight 50-litre lockable capacity. jsw4jumps.co.uk

41.5cm

14

10kg

39cm

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HORSE&RIDER 41

5kg

The space saver

If storage space at your yard comes at a premium, you’ll want a dual-purpose piece of kit that works a little smarter. Light in weight, it’ll be easy to move and will keep your kit safe, too.

100kg

Mounting from a block shouldn’t be a sign that you lack flexibility.

Repeatedly getting on from the ground puts a lot of strain on one side of your horse’s body – so you’re saving him a lot of stress.

The all-rounder

It’s small enough to be mobile, but robust enough to become a yard staple. In fact, if you buy one, you’ll probably end up sharing it between a few of your stablemates.

Why not try...

Classic Showjumps Two Step Heavy Duty £77 Hard-wearing and robust set of steps. The hand holes at the side make it easy to move and it’s fitted with abrasive anti-slip strips on each step for sure footing. classicshowjumps.com

60cm

15kg

260kg

9

30.5cm

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A combined three-step mounting and jump block, perfect for taller horses. With shallow cups either side of each step and a rope handle for easy carrying. stubbsengland.com

1.5kg

QHP Step-up stool £19.95

15

JSW One Step tack box with handles £59.95

Stubbs Up and Over £35

The foldaway

When you’re frequently on the go, you need something that can keep up.

Whether you’re schooling in the field, plaiting for a competition or away from home, it’ll need to be light, easy to handle and simple to stow away.

63.5cm

If it’s all about aesthetics at your yard, you won’t want anything cluttering up your backdrops. But, what if your choice of mounting block could double up as a schooling aid?

TOP TIP

11 August – 7 Sept 2022

Angles • Tricky lines • Skinnies

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Make getting on your horse easier with these handy blocks

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2. Leg-yield Lightening your horse’s forehand needn’t be complicated – all you need is a series of simple exercises

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1. Transitions

A fundamental weapon that every rider should have in their arsenal is transitions.

Why? Because they'll improve your horse’s balance and encourage him engage his hindquarter-based engine as he moves between gaits, rather than pulling himself along with his front end.

Begin with walk-halt-walk transitions, engaging your core – that is, your stomach, back and seat – to help him maintain his balance and use his hindquarters rather than pulling against your hand. From here, you can slowly build up to trot-walk-trot transitions, and walk-trot-walk transitions.

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It’s strong and durable but also lightweight and easily transportable due to the built-in wheels and handle. Each step is textured to prevent slipping.

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HORSE&RIDER 143

To discuss your brand and bespoke package options contact the ad team 01428 601020 or abi@djmurphy.co.uk Product Editorial • Tried and Tested • Digital • Social • Email • Advertorial • Video • Research • Inserts • Events • Covermounts • Reader Offers

ETN | SMALLHOLDERS AND PETS It’s a dog’s life

Natural VetCare Dog’Skin is a veterinary strength formulation recommended for dogs who want their skin to feel good.

More than just a blend of oils, Dog’Skin offers nutritional support for skin health, helping with skin repair and balancing the immune system.

From the same range available from NAF, Natural VetCare Dog’Skin Solution has herbal formula to comfort sensitive areas of skin.

Then there’s Natural VetCare Dog’Skin Shampoo, a gentle but effective shampoo designed for dogs who roll in things they shouldn’t.

Time for bed

Dengie Fresh Bed for Chickens was developed in association with the British Hen Welfare Trust (BHWT) to provide a clean and cosy bed for chickens.

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

Ex-battery hens are often unfamiliar with roosting on a perch and prefer snuggling into a nest of bedding instead – another reason why the BHWT recommends Dengie Fresh Bed. The bedding is also ideal for lining nest boxes to keep laying hens comfortable and help protect the eggs.

Fresh Bed for Chickens is biodegradable, breaking down quickly to produce great compost.

It’s equally suitable for other poultry and pheasants, and is available in 100 litre bales or easy-tohandle 50 litre bales.

Every bale sold raises funds for the British Hen Welfare Trust.

Getting the balance right

Horslyx Smallholder Block is formulated to support the health of ruminant species including sheep, goats, deer and cattle.

It provides essential vitamins, minerals and trace elements in a palatable lick, along with additional energy and protein.

Available in 5kg and 15kg tubs, the Block is perfect for smallholders who want to ensure their charges receive the right balance of nutrients, especially if they’re new to keeping livestock.

Importantly, it provides the nutrients needed by the millions of bacteria which populate the rumen, helping to ensure this vital part of the gastrointestinal tract is healthy.

38 | EQUESTRIAN TRADE NEWS MAY 2023

Fashion for fur babies

Hy Equestrian’s growing Benji & Flo collection has dog coats and beds, collars and leads, and eco-friendly toys.

Its dog coats and beds often coordinate with the brand’s StormX Original horse rug range, and feature limited-edition prints too.

The latest launch from Benji & Flo is leather and polo style dog collars and leads.

Sublime Polo collars and leads, available in three colourways, match Hy Equestrian’s Synergy clothing collection.

Used for generations

Battles has been helping poultry-keepers care for their birds since 1832.

And now the Battles Poultry range has been given a rebrand.

While the tried and tested products remain the same, modern packaging will catch the eye of today’s end-users.

There are Battle Poultry products to help maintain optimum health and wellbeing of hens, ducks and geese throughout the year.

Other lines provide nutritional support or help eradicate red mite. There are also products for the first aid store and to clean the coop.

Hey, little hen

Life-Guard from NAF is formulated to address the daily requirements and challenges faced by hens.

It’s ideal for healthy hens to retain a bright outlook, ex-battery hens and those that require a targeted approach to their health and lifestyle.

Life-Guard is simply added to the water supply to enable hens to receive the benefits daily. The product supports the immune system, maintains vitality and feather condition.

WWW.EQUESTRIANTRADENEWS.COM

SMALLHOLDERS AND PETS | ETN From boisterous to brilliant…

Dougal, the big, boisterous Labradoodle, got himself noticed wherever he went… but not always for the right reasons.

“I acquired Dougal as a puppy from a reputable breeder and tried to do everything correctly,” says his owner Denise Hutchins, an experienced dogperson.

“We went to training classes, we socialised him and gave him plenty of exercise and mental stimulation.

But sometimes, he just couldn’t help himself and he’d lose concentration and totally forget his manners.”

Denise decided to give VetSpec Calm & Focused Formula a try.

“It’s made a massive difference to Dougal’s whole demeanour,” she says. “He’s still ‘a character’ - but his behaviour has become more consistent and predictable. And, of course, we continue the training.

“Thanks to VetSpec Calm & Focused, I can take Dougal anywhere – from the forest to a tea room – and he behaves beautifully. It’s also brilliant to be able to let him have off-lead fun and know he will concentrate on my recall when needed.”

All creatures great and small…

Alfalfa is not just for horses, says Dengie.

An abundance of high-quality protein and calcium means it’s great for dairy animals such as cows, goats and sheep. Alfalfa is widely used for camelids such as alpacas and even herbivorous zoo animals too.

Products such as Dengie Alfa-A Original are made from pure alfalfa which is rich in amino acids and a great source of highly bioavailable minerals.

However, some smallholder animals, such as pet or pygmy goats, have lower nutritional requirements, making them better suited to Hi-Fi Original where the alfalfa is diluted with straw.

Dengie’s grass-based products, such as Pure Gass, are also suitable for a wide range of animals and can be fed as an alternative to forage.

As a bonus, Dougal is always keen to eat up his meals, he has a gorgeously soft coat and his vet always comments on how healthy, well-muscled and robust he is.

“I’d recommend VetSpec Calm & Focused Formula to anyone with a bouncy dog who loves life but finds it hard to listen!” adds his owner.

About the product VetSpec Calm & Focused Formula is made up of Calm & Focused Supplement and VetSpec Healthy Dog Adult formula combined to make a cereal-grain-free, super premium dog food.

Ideal for all dogs that get anxious and over-excitable, suffer from separation anxiety or fear loud noises like fireworks, VetSpec Calm & Focused is helpful when training young dogs to improve focus and obedience. Its formulation includes tryptophan, prebiotics and magnesium.

It also provides all the vitamins and minerals a dog needs, plus biotin, and is rich in antioxidants. The formula is wheat gluten free.

VetSpec Calm & Focused Formula is available in 2kg and 12kg bags.

Where there’s muck…

What’s the one thing all smallholder animals do?

Droppings!

Whether your customers have alpacas or pygmy goats, ponies or pigs, this High Stable Mate Manure Collector from Stubbs England will come in handy.

It’s equally useful for cleaning out the chicken coop or picking up dog poo from the lawn. And with its longer handled rake, this version helps save the backs of taller people. All you need to add is a barrow, which Stubbs can also supply…

The scoop part comes in smart Stubbythene moulding in black, blue, green, purple or pink; while the zinc-plated, one-piece Scraper Rake is reinforced. Usefully, each part can be purchased separately.

A ‘low’ version of the scraper is also available.

ETN | GENERAL HORSE MANAGEMENT

Management products to get the tills ringing A well-stocked store that caters for a wide range of customers will maximise turnover of these popular items while also increasing footfall, says Halima Sadat

F

or anyone looking after horses these days, there’s a huge choice of products available to make their life a little easier, so much so that it can seem daunting when it comes to assessing which ones are going to prove popular with your customers and are, therefore, worthy of space on your shelves, and which to avoid and leave to the specialists. After all, no one wants numerous unsold tubs and bottles cluttering up their stock rooms, the idea being that products move in and then swiftly move out again.

It would be easy to focus only on the cheap and cheerful, and while these products always sell well, particularly in these cashstraitened times, there is undeniably also a strong demand for the more targeted, high-end items, as well as everything in between.

As a result, these kinds of management products should not be overlooked when stocking a full range that will address both your customers’ needs and their budgets.

A PLACE FOR EVERYTHING

Photos: Nick Hill NMD Creative Ltd 2022, Kristina Muldoon

Of course, it’s great to have that attractive, eye-catching packaging or that slightly quirky item on the shelf but when it comes down to it, products can be separated into the ‘essentials’, the ‘next step up’ and the ‘something special’. There’s a place for them all but the essentials will be the big sellers.

Management products can be split into groups according to function but, in essence, they will be those used for caring for the horse to keep him well and looking good on a day-to-day basis. In addition to this, there will be some products that are seasonal and aimed at dealing with specific issues at certain times of the year, such as fly repellents in the summer and barrier creams during winter. Many of these items will be ongoing purchases as opposed to one-offs, so don’t forget that all-important reorder when you’re running low.

When considering stock, if you think in terms of what the new horse owner would need to buy, you will have an idea of the items to be placed on the essentials list. Then, when a customer has had their horse a little longer, they might want to purchase some extras on top of their basic kit. Finally, there’s the established owner, who will be looking for the more sophisticated or high-performing products that give specific results.

ESSENTIALS

There are many products that every horse keeper should have in their cupboard and these would include a good-quality grooming kit and basic hoof-care products in the form of a hoof dressing or oil. Gentle shampoos for the body, mane and tail will deal with mud and dirt, while fly Add a splash of colour to your first-aid section repellents will keep with a selection of self-adhesive bandages biting insects at bay.

On top of this, every owner should have a basic first-aid box to include selfadhesive bandages, a pack of poultices (and tape), antiseptic cream or spray, a thermometer, gamgee, cotton wool and an ice pack. It can be worth adding a few items for humans, too, such as plasters and a sling.

Overall, these products are likely to be at the lower end of the price range, as the customer is looking to be entirely kitted out from scratch and, of course, this comes with a considerable cost.

Essentials for all owners • Grooming kit • Basic hoof care products • Shampoos and sweat scrapers • Feed bowls, water buckets and haynets

Stocking a good range of products in various sizes and with different price points will keep your customers happy

40 | EQUESTRIAN TRADE NEWS MAY 2023

• Seasonal products e.g. fly spray, barrier creams • First-aid kit • Basic turnout and stable rugs • Brushing boots

NEXT STEP UP

Once an owner has all the basic equipment, they will probably want to add some extras in the form of additional products or WWW.EQUESTRIANTRADENEWS.COM

GENERAL HORSE MANAGEMENT | ETN

An attractive display will draw the eye and encourage customers to examine the products – and then buy

enhanced versions of ones they already own. This will see them looking for specific types of grooming tools and mane and tail sprays or coat glosses. They might want products with more targeted effects, such as specialist hoof dressings and liniments for muscles and legs, and they will be adding to their rug collection by purchasing fly rugs and masks, coolers and fleeces.

Customers at this point will most probably be willing to pay a little extra for products, as they’re more likely to be making one-off purchases and there will be an expectation that any items they buy will have greater longevity and more features.

For owners looking to add or upgrade • Specialist shampoos eg to add gloss or detangle • Hoof care products with added ingredients for specific issues • Treat balls and horse toys • Fly rugs and masks • Coolers and fleeces

• Leg and muscle products • High-performance turnout rugs • Boots for different activities eg brushing boots, tendon boots, overreach boots • Massage and specialist grooming brushes

SOMETHING SPECIAL

When it comes to the experienced owner, products that offer more than the ones they already have will be at the top of the shopping list. They will be happy paying higher prices for that extra level of speciality or quality and will be attracted to premium brands with proven track records.

Customers in this category will be expecting products that are both effective and of high quality, as well as, in some cases, bringing with them an element of luxury. For example, they might now switch to leather horse boots or to top-of-the-range turnout rugs. Instead of simple shampoos, they will be looking for products that enhance the coat colour, and they might be considering colour-co-ordinated boots and rugs for travelling.

In terms of first aid, they will be wanting to add more sophisticated products to their kit, such as hoof and therapy boots and clay dressings, and, in the stable, instead of haynets and buckets, they will be interested in hay feeders and automatic waterers.

WWW.EQUESTRIANTRADENEWS.COM

For owners wanting only the best • Co-ordinating travel rugs and boots • Coat enhancers • • Automatic waterers • • Hay containers • • Exercise rugs – fleece and waterproof • • Hoof and therapy boots • Specialist first-aid and

therapy treatments e.g. magnetic and massage products Fly traps Leather horse boots Clippers and associated items Top-of the-range turnout and stable rugs

GIVE THEM WHAT THEY WANT

By stocking a wide range of products to suit all levels of experience and budget, you can ensure that customers come to you before looking elsewhere. It’s a tough market out there and no single outlet can stock everything, but with a little forethought and research into what’s available and what your customers want – and by taking on board their feedback – you can fine-tune your offering to turn your store into the one-stop shop that can cater for everyone. Once you’ve achieved that, you’ll have them coming back to spend their money with you time and time again.

Kathryn Jaquet, managing director of RB Equestrian, offers some tips on how to incentivise customers and increase sales: • Consider offering discounts, e.g. money off if someone buys both a shampoo and a coat conditioner • Offer deals for items such as adhesive bandages that are often bought in multiples, e.g. ‘3 for 2’ • Look at product displays to encourage add-on sales – do you have space to hang mane and tail brushes by the detangler sprays, as well as with your grooming tools?

• Place tubs of sponges everywhere near your lotions and potions – everyone needs a new sponge!

• Use point of sale sparingly but in a targeted way. If a product is a little complicated or technical, use the manufacturer’s know-how to ‘sell’ it • Highlight staff recommendations especially for more expensive items, so if there’s a product one of your team really rates, tell people about it

EQUESTRIAN TRADE NEWS MAY 2023 | 41

ETN | PADDOCK, STABLE AND FIRST AID

At home with horses…

A stable yard works best when it’s well equipped and its first aid kit is up-to-date.

Popular range now in colour!

Gorilla Plas, the stable-ware range from Red Gorilla, now comes in four new colours.

Red, pink, blue and purple have joined existing black, delivering a splash of colour in store and on the yard.

Gorilla Plas is a versatile and durable range of buckets, feeders and mangers. It was released last year to offer an alternative to Red Gorilla’s Tyre Rubber collection.

Gorilla Plas is made from a heavy-duty new polymer that’s easy to clean yet as hardwearing and safe as rubber.

Red Gorilla has achieved European design registrations for all the major designs in the range, ensuring its exclusivity.

The new colours were selected following customer feedback and market research, says Katherine Tuckley, equine sales manager at Red Gorilla.

“Since the initial launch of our Gorilla Plas range, customers have been asking for more colour options, and we are delighted to be able to deliver on that,” she added.

“The new colours not only look great but also offer the same high levels of durability and functionality that our customers have come to expect from the range.”

Colours are available in a range of sizes and styles, giving consumers the all-important matchy-matchy option.

MOIST HELPS HEALING

Vetalintex Wound Hydrogel from Robinson Animal Healthcare is a must for any first aid kit.

The clear, viscose starch-based hydrogel has a gentle cleansing action and is easy to apply and use.

It promotes wound healing by maintaining hydration.

Vetalintex is presented sterile in 15g tubes for optimum infection control. It should be applied liberally before putting on an appropriate secondary dressing such as Skintact, also from Robinson Animal Healthcare.

The RRP for Vetalintex is around £4. Robinson Animal Healthcare has a wide range of other first aid products including Animalintex poultice.

42 | EQUESTRIAN TRADE NEWS MAY 2023

ANYONE FOR DRESSAGE?

Stubbs Dressage Markers are the industry standard and internationally recognised.

They’re also making dressage more accessible to all.

Because the markers come as screw-in, tread-in or hook-on formats, there’s a set to suit every customer - whether they’re making an arena in the paddock or train on a prepared surface, with or without a fence.

Importantly, the labels are durable for outdoor use, being made in Stubbybond.

All steelwork is Stubbyfine coated in black.

The screw-on markers have four holes for attaching to walls and fences, the hookon version simply hooks over a manege fence, and the tread-in markers work well on grass.

First aid… naturally

EquiCleanse is the latest addition to NAF’s veterinary support range NaturalintX - the natural answer to first aid.

Designed for safe and effective wound management and proven to kill 99.9% of all known germs, EquiCleanse is formulated from grapefruit seed extract.

Used either neat or diluted in water, EquiCleanse offers a veterinary level of hygiene when cleansing minor wounds or caring for superficial skin irritations.

Also in the range is NaturalintX poultice, a highly absorbent, multi-layered dressing impregnated with the natural poulticing agent tragacanth and boric acid, a mild, natural antiseptic.

A ready-cut hoof-shaped version is available too.

The NaturalintX first aid collection also includes dressing, cotton wool, cohesive, elasticated wrap, Arnica Gel, Purple Spray, MSM Ointment and Wound Cream.

HOME OR AWAY

The Lincoln First Aid Travel Bag contains essential supplies in a handy drawstring bag - ready to pop in the lorry or grab in an emergency.

The easy-to-find, bright green bag comes with bandage scissors, Sportwrap bandage, 200g Lincoln Equocrem, cotton wool roll, Lincoln Antibacterial Powder, a poultice and a hoof pick.

The RRP is £29.50. Lincoln is available from Battles.

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PADDOCK, STABLE AND FIRST AID | ETN

Mounting block with added value

The ‘Mountie’ mounting block from Stubbs England is a great asset to any yard.

Mounting from a block is widely encouraged – even if the rider can get on from the ground – to save the horse’s back.

Rope handles make the Mountie easily portable, while its wide base ensures stability for riders up to 90kg.

The Mountie is stackable and extremely versatile. Uses include sitting on it with a cuppa in the sunshine, reaching high shelves or standing on it to plait-up a horse.

Now Stubbs has added even more value to the Mountie by moulding shallow cups into both sides of the steps to create a training jump.

In super-tough Stubbythene, the Mountie comes in dark red, blue, green, yellow or pink.

CLEAN TO HEAL

Lincoln Equo-Scrub is a powerful skin cleanser that’s ideal to include in any yard’s first aid kit.

It’s suitable to clean minor wounds, grazes and stings - when diluted following label instructions.

Lincoln Equo-Scrub is available in 500ml and 4-litre bottles from Battles.

JOIN BETA’S NEW FACEBOOK GROUP

QUICK AND SWEET

A free display stand is available to stockists of Silver Honey wound products by Absorbine.

Made from a combination of manuka honey and MicroSilver BG, Silver Honey supports new skin cells by nourishing and conditioning.

This barrier cream/spray also soothes and protects while helping care for a range of minor wounds.

MicroSilver BG is a powder made from micro-sized, medicalgrade silver particles. It provides a cleansing barrier that clings to the skin and hair follicles, protecting them against unwanted germs, supporting the skin’s natural defences and maintaining its beneficial flora.

Silver Honey, which has a 5+ Unique Manuka Factor rating, uses honey made from the pollen of the manuka tree of New Zealand. Manuka honey cleanses and helps maintain a hydrated and healthy minor wound environment. It also allows the shedding of dead tissue from the wound.

A Silver Honey eight-piece starter kit comprises 4 x spray gel, 4 x ointment plus a free display stand.

The licensed veterinary poultice from Robinson Animal Healthcare

for BETA Retail members

The only poultice that may legally be used to treat wounds • Licensed by the Veterinary Medicines Directorate

Here you’ll find all the most up-to-date information and an open forum to ask questions.

WWW.EQUESTRIANTRADENEWS.COM

Ask for animalintex® at your local stockist, call us on 01909 735000 or visit www.robinsonhealthcare.com Follow us on Facebook & Instagram for a chance to enter our monthly competition

EQUESTRIAN TRADE NEWS MAY 2023 | 43

ETN | BETTER BUSINESS

How to make yourself heard Want to improve your sales presentations or have more impact on Zoom calls? Take a tip from public speaking expert Marcus Grodentz.

I

t’s easy to lose confidence and crumple when facing an audience at a packed conference, sales presentation or inhouse meeting.

Public speaking is an art made up of a number of supporting skills.

1. Wait If you’re giving a talk, whether online or in person, don’t jump straight in.

Wait. Wait until your audience is settled and they are all looking at you. Then - and only then - start talking.

In a meeting, pick your moment to contribute for maximum effect.

2. Start with the end in mind It’s an old adage but nevertheless true.

What sort of presentation/talk are you giving? What do you want it to achieve?

3. Know your audience Who is going to listen to you speak? It’s important to know because it dictates the language you use.

If you’re talking to equestrian industry players, fine. But if your audience is not in the industry (however interested they may be), technical terms or acronyms may be unfamiliar to them. You could lose people as they’ll be too busy figuring out the technical stuff to keep listening.

4. Leverage the language The language you use is important.

For example, there is a huge difference between ‘taking an opportunity’ and ‘grasping an opportunity.’

5. Vary your voice Vocal variety is another key element. How many speakers go through their entire presentations/speech at the same pitch? It becomes monotonous, even tedious.

With something dramatic, you might want to speed up and gradually increase your volume. If you have something sensitive, you can slow down and lower your voice. If you have some important information to share, take a pause.

Allow your audience time to absorb and digest it. Pausing is also a great way to cut down on your unintended ums and aahs.

6. Don’t hide behind slides One of my pet hates is the use of PowerPoint as it’s almost always 44 | EQUESTRIAN TRADE NEWS MAY 2023

A final bonus: Use stories to engage attention.

Vary the speed at which you speak. If you have something important to share, take a pause.

unnecessary. Speakers use it as a prop to hide behind.

Visual props are good, but only if they are an integral part of your talk, say if you’re demonstrating a new product.

7. Stand up and move Incorporating body language into your talk raises it to another dimension and it’s even more effective if you stand up.

Even with Zoom, it isn’t that difficult to rearrange your camera angles to enable you to do just that. Sitting down with your face filling the entire screen robs you of the ability to use your body and to take advantage of your screen stage.

If you’re unable to stand for any reason, you can move your chair further back from the camera so that the audience can see more of you. Again, that enables you to make the most of body language to engage with your audience.

8. Rehearse It’s essential to practice your talk – and use a timer. You need to know what you want to say and how long it will take you to say it.

One day, I had a dramatic call at work. “I need you to help save a life.” That was my introduction to Snowy the chicken, and the start of a nine-month publicity campaign.

Snowy was hatched in a Rare Breed Centre during a snowstorm and, sadly, was the only one of his clutch to survive.

The call to me as the City Council’s PR chief was to launch a media appeal for a donation of chicks that Snowy could ‘huddle’ with to help him thrive. They were found, and he did indeed thrive with constant media attention keeping tabs on his progress.

Snowy became such a celebrity that we used him in a whole variety of ways to promote the council and its services. He had a happy career before going into retirement at the centre.

Snowy is now one of the regular talks I give. It isn’t just about saving a chicken. It is about how you can take one story and approach it from a different angle to keep it alive and fresh. How you construct and present it means that you can keep it constantly new, revised and interesting.

As a speaker in the equestrian trade, you need to be authentic and passionate about your subject. I’m sure you have stories to share that will hold your listeners’ attention.

Use those stories and my tips to build your confidence and engage with audiences large or small.

About the author: Marcus Grodentz is from Toastmasters International, a notfor-profit organisation that has provided communication and leadership skills since 1924 through a worldwide network of clubs. There are more than 400 clubs and 10,000 members in the UK and Ireland.

Members follow a structured educational programme to gain skills and confidence in public and impromptu speaking, chairing meetings and time management. To find your nearest club, visit www.toastmasters.org

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RETAILER PROFILE | ETN

Father and son going Dutch…

Jonathan and Jonny Sage tell Deborah Hayward about their online retail venture, Animals First.

A

nimals First is an online retail company set up by father and son Jonathan and Jonny Sage to bring quality feeds from the Netherlands to British consumers. The business, set up in 2021, is founded on the duo’s own experience of the brands.

While Animals First is Jonathan’s first foray into the world of retail, he is certainly no stranger to family businesses. The Sages already own Dalau – the largest polytetrafluoroethylene (PTFE) processor in the UK, with subsidiaries in the US and Germany.

“We work with Teflon, but not the lowgrade coatings for domestic frying pans,” explains Jonathan. “We’re talking about the stuff that is used in electronics.

“Probably 90 per cent of PTFE used for mobile phone laminated circuit boards is ours, as we are the only ones in the world who can make it with a thickness of only 10 microns. This has revolutionised the phones and led to the slim models we have now instead of the chunky bricks we had before.”

Although Jonathan no longer plays an active role in Dalau, he is very much part of the business. “It is still owned by my family, although I leave it to the managers to run and I look at the accounts at the end of the year,” he says.

LIVING THE GOOD LIFE

The seeds were sown for what has become Animals First back in the early 2000s, when Jonathan lived on a smallholding breeding Suffolk sheep, Welsh Black cattle, Norfolk turkeys, chickens and Gloucester Old Spots.

He was keen for these rare-breed pigs to produce a good-size litter.

“A sow doesn’t have 14 teats just for the sake of it,” he says. “So I tried everything, but nothing worked until I came across the Dutch animal feed brand Garvo on the

Jonathan Sage runs the online retail business Animals First with his son, Jonny.

internet. I got in touch with the company and was told I could buy what I wanted, pay for it in euros and arrange for my own shipment.

“That’s exactly what I did and I put my pigs on the feed. I was thrilled when one sow went on to have nine piglets, one had 13 and the largest litter we had was 19!

“I also fed my chickens the feed and they really improved. They looked great and the hatching rate was better than ever. When people came to buy piglets or chickens from me, they’d buy a bag of feed, too, and things grew from there. Soon, I was selling two to three tonnes a month out of the barn.”

CONTINUED OVER THE PAGE

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EQUESTRIAN TRADE NEWS MAY 2023 | 45

ETN | RETAILER PROFILE

Jonny joined his father in business on leaving university.

STAY-AT-HOME DAD

After a couple of years, Jonathan’s informal feed sales became more structured when Garvo’s owners encouraged him to set up a wholesale business in the UK. “I wanted to be a stay-at-home dad,” he explains. “My son was two and I thought I could spend more time with him while having a go at building a different business.

So I gave it a go and, before long, I had 135 retailers and was shipping the products all over the place.”

Jonathan later took on fellow Dutch feed brand Pavo, which specialises in equine nutrition, followed a couple of years later

by Hartog, a major supplier of lucerne and grass. “They were three non-competing companies wanting my help,” he says, “so it worked for me and I directed them to customers in this country.”

WORKING SMARTER

Things were going well for Jonathan until Brexit. “Once that happened, I knew that our set-up was no longer viable,” he says. “You can’t ship a pallet, with all the documentation and costs, just for one customer – it just wouldn’t work.”

It was time for a rethink and, after talks with Jonny, who was just finishing university, the pair decided to set up in business together, importing the products, storing them in their own warehouse and selling direct to the consumer as an online retailer.

“We rented a small container at first but moved to a new warehouse with 2,000 square feet after only three months,” says Jonathan. “Jonny learned on the job, taught 46 | EQUESTRIAN TRADE NEWS MAY 2023

himself how to build a website, found out more about logistics and payment systems, liaised with our carrier service and started to market the products.”

TEAMWORK

Jonathan raised Jonny single-handedly following the break-up of his marriage.

“We are extremely close,” he says. “I even helped to deliver him. I told the midwife that I would rather be at the ‘business’ end, as I‘ve had plenty of experience with lambs and pigs. I’m not at all squeamish and would rather assist.”

Lockdown provided the perfect opportunity to learn new skills in preparation for getting the business up and running.

“I did a couple of online courses and searched for web-hosting companies,” says Jonny. “My first attempt at a site was a bit basic, but it did the job and I’ve continued to develop it as we go along.”

order it can be despatched straight away, with next-day delivery if needed. We aim to keep around 1,000 kilos of each product in stock and get deliveries from Holland every two weeks.”

In addition to the online retail side of Animals First, Jonathan continues to supply mixed pallets to livery yards and retailers.

REACHING THE END USER

Jonathan and Jonny are committed to the brands they sell and market their products to all equestrians. “Our customers range from people with a pony in the back garden to international competition riders,” says Jonathan, who takes care of the company’s social media.

“I spend a lot of time contributing to feed forums,” he adds. “Animals First also has quite a collection of brand ambassadors to help get our name out there.”

FULL STEAM AHEAD

The modern warehouse with office and small canteen is based in Suffolk, just west of Stowmarket. “Dad takes care of most of the importing side, but we have both had to learn the processes and documentation demanded by Brexit,” says Jonny.

“Price increases and fuel have made things more expensive than we were hoping for, but we keep costs down by buying in bulk and everything is really settling down now.

“We order products from Garvo, Pavo and Hartog, and store them in the warehouse so that when we get a website

Animals First sells three Dutch feed brands to British consumers.

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RETAILER PROFILE | ETN EYES TO THE FUTURE

Plans are afoot to merge with other British retailers for a bricks-and-mortar presence in different locations across the South, Midlands, North, central Scotland and Belfast. The search is on for those with

warehouse-type properties currently selling feeds.

“Ideally, we want to find a suitable store with owners who are wishing to retire in a few years’ time,” says Jonathan. “We would introduce our brands and, over an agreed

ETN asks Jonathan & Jonny…

Q: Why did you choose the name Animals First?

Jonathan: Quite simply, we always put the animals first. We don’t eat them – we don’t agree with that. I used to when I ran a smallholding, but the animals became my pets and I couldn’t do that to them. It put me off it all and Jonny and I have been vegetarian for more than ten years.

Q: Do you stock anything other than feed from Garvo, Pavo and Hartog?

Jonny: We stock Green Mile and Swish bedding, and we plan to expand our range, bringing new products to the website. Our core will always be the feeds, but we are looking for good-quality ancillary products to add; they must be items we would be happy to use ourselves.

Q: Do you keep any animals?

Jonathan: We have around 13 horses at the moment, including one we bred from Totilas and another from Big Star. My partner Naomi’s son is a dressage rider, so we wanted to breed a betterquality horse for him. We also have two rescue dogs, Molly, a little Jack Russell, and Maggie, who came over from Romania.

time, buy the owners out, leaving a manager and staff to run the business day to day.

“Most feed is currently sold by collection in-store and we feel there is an opportunity to get our brands established via this route, on top of our internet sales.”

Q: Do you have any help running the business?

Jonathan: We had a student vet who helped us with our marketing and Naomi’s younger son helps us out as and when we need him.

Q: Is the equine side of the business the largest category?

Jonny: No, not the largest, but it is the fastest-growing. Last year, we grew Pavo by 47% and Hartog by over 50%, so that’s a yearon-year increase.

Q: You have just become a BETA member. Why did you decide to join the trade association?

Jonathan: We wanted to show people that we are not just a fly-by-night. We are serious about running a well-structured company that provides quality products and offers excellent service.

Q: What do you do in your downtime?

Jonny: I like running and have taken part in an ultra-marathon.

Jonathan: It’s walking the dogs, going to see customers and visiting National Trust properties for me.

GROW YOUR MARKET

EXHIBIT AT THE TRADE SHOW SUPPORTING THE INDUSTRY

Sunday and Monday 10 – 11 September NAEC Stoneleigh

Main Sponsor

For more information please contact Fiona Dagger sales@beta-int.com | or call +44 (0)1937 582111 | www.beta-int.com

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ETN | ETN REPORTING

TURNING BACK THE PAGES…

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

In May 2018, ETN reported:

In May 2013, ETN reported:

In May 2003, ETN reported:

In May 1993, ETN reported:

Griffin NuuMed was about to close its Somerset factory, putting 14 jobs at risk.

Managing director Rosie Pocock, whose late husband Ian founded the business famed for its numnahs using British wool, said she wouldn’t rule out expressions of interest in the firm. She blamed a FIVE “very flooded saddlepad YEARS marketplace” for NuuMed’s AGO... impending demise.

Clothing company Sherwood Forest opened offices and a showroom within new premises at Nottingham Business Park. Founder Krisham Sohal said the move marked a “new era” following a fire at the company’s original factory and warehouse in the city.

Fairfax Saddles won the Queen’s Award for Enterprise in the Innovation category. Managing director Rupert Fairfax credited the Walsall based company’s “rigorous research and testing” for the recognition.

Wholesaler Trilanco recruited a new international team, headed by Marylise Silk who was appointed head of international business development.

The trade said farewell to industry stalwart Carl Uttley. After 35 years working for his family firm Caldene, he’d sold the famous riding clothing brand to Matchmakers International.

Caldene was founded by George Uttley, Carl’s grandfather, in 1922.

It went on to become a Royal Warrant holder as supplier of 20 breeches to the Queen.

YEARS Emap Active, publisher of Your Horse AGO... magazine, acquired the British Equine Event from the Royal Agricultural Society of England (RASE). “We’re keen to create more innovative live experiences,” said Ian Templeton of Emap Active.

In new sponsorship deals, eventing star Ginny Elliot secured support from Walsall saddlery manufacturer E. Jeffries.

Meanwhile fellow eventer Ruth Friend was competing in a body protector specially made in her colours by her new sponsor, Airowear.

At retailer Derby House, long-time team member Paul Dickson was appointed commercial director. Norman Finnigan, who had a background in catalogue sales with the likes of Grattan and Freemans, became non-executive chairman. Dara O’Malley was recruited from Littlewoods Retail as Derby House’s managing director.

48 | EQUESTRIAN TRADE NEWS MAY 2023

Farmway’s eight country stores in the north-east of England were acquired by Mole Valley Farmers who had recently bought out Buckinghamshire based feed merchant Cox & Robinson.

TEN Jackie Woolley joined YEARS the BETA International AGO... organising team as operations manager.

The holder of a degree in applied chemistry, Jackie told ETN she enjoys walking her dog and is kept busy by her three daughters.

Wiltshire based retailer Old Dairy Saddlery was collaborating with its local branch of the Pony Club to encourage young riders to work towards a safety badge. “More children than ever are wearing body protectors,” said store manager Julie Giles.

Rumours were rife that the growing practice of sending horse droppings through the post for worm egg count analysis was illegal. However, ETN established this was not the case.

“Horse excrement posted to laboratories can be sent within the UK under the rules for biological substances,” a Royal Mail spokesman confirmed.

“Argentinian saddles the biggest threat?” read a cautionary headline in ETN. The cause of the alarm was a Cottage Craft Argentinian Super Horse GP saddle (with suede knee rolls) promoted in retailer Robinsons’ new catalogue at RRP £186.48. “This is a far bigger threat to Walsall than unpredictable Indian saddles selling at not much less,” was the editor’s 30 observation.

YEARS An updated version of the Pony Club AGO...

Approved saddle was launched. Made for the organisation by Walsall manufacturer Jabez Cliff, it was to retail at around £375. The original Pony Club saddle appeared in 1963 at the instigation of the then chairman Col Cubitt who specified it should be of good quality but retail at under £20.

A Lady Rider Saddle was being marketed by a company called Horse and Rider. They promoted the ‘female-friendly’ saddle as shaped to suit the shape of a woman’s pelvis.

There was a ripple of excitement as everyone equestrian set their video recorders… A two-part televised adaptation of Jilly Cooper’s blockbuster novel Riders was to be aired.

Rupert Campbell-Black and the rest of the cast were kitted out in Cotswold riding boots by Kettering based manufacturer Allen & Caswell.

WWW.EQUESTRIANTRADENEWS.COM

Photo: fizkes/Shutterstock.com

SOCIAL MEDIA MATTERS | ETN

It’s free to enjoy YouTube videos and podcasts from people who really know their stuff.

Never stop learning

It takes time and effort, but being open to new ideas is what keeps businesses fresh and ready to grow, says Rhea Freeman.

C

ontinual Professional Development (CPD) is something that the vast majority of professionals do. However, it shouldn’t be undertaken just to earn points.

In fact, education, training and being open to new ideas - at all levels - is a key part of how to drive your business on. The area of social media is a prime example.

Change happens, and while in most cases change is slow and gradual, in some arenas it can happen overnight. Social media is one such place. With every new addition to a platform, such as the introduction of Reels, or even emerging platforms we ‘need’ to get on top of, more learning has to happen.

This obviously comes with a time commitment, and probably a few sighs as a full to bursting schedule now has another element to consider.

Change can be overwhelming. If a department or individual is putting their heart and soul into creating content for a particular

platform and all of a sudden they need to learn a new skill, it can feel huge.

EARLY ADOPTERS

When new things happen on social, we have a choice. We can either become early adopters or wait for everyone to do it and then jump on the bandwagon.

As an early adopter, we have the ‘risk’ that the idea won’t catch on and it will be a waste of everyone’s time in learning how to do the new thing. The risk is time and energy and less of that time being put into a proven method or platform.

However, should the new feature take off, early adopters get the biggest piece of the pie.

Many people I’ve spoken to and interviewed who have big accounts credit when they got on the platform as a part of their success. Of course, if they were creating awful content, it wouldn’t CONTINUED OVER THE PAGE

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS MAY 2023 | 49

ETN | SOCIAL MEDIA MATTERS have taken off. But sometimes the additional exposure can help give good content a boost - maybe even virality - which can be huge for an account.

If you wait for everyone else, then it’s a lot harder to make your mark.

It used to be that it took a long time for things to change, and that change in PR and marketing was often very gradual or building on what was already well known. However, with social media, that’s not the case.

In order to keep up or stay ahead, a learning attitude must be adopted in order to thrive and grow. But the good thing is that in the world we live in today, there are more opportunities to learn than ever before.

About the author: Rhea Freeman is an award-winning PR adviser and social media expert who is a Meta Certified Lead Trainer and accredited #SheMeansBusiness trainer. She runs a webinar series with BETA which includes free sessions for BETA members and paid for sessions that are open to members and non-BETA members, although BETA members enjoy preferential rates. Find out more by contacting the BETA office.

FREE TRAINING

Learning can happen in lots of different ways at all different price points.

For free, you can enjoy YouTube videos and podcasts from people who really do know their stuff. Equally there are free training opportunities within BETA for members too (there’s a free social media series coming up).

You can also invest in books and online courses which can be very cost effective, in person training, one-to-one coaching, attending conferences, the list is endless.

Education and training shouldn’t be seen as yet another thing to do, it should be seen as an essential that’s built into a schedule as without it, your company will lose out. And it doesn’t need to.

In fact, the success of your brand from a social media point of view (which we know many brands rely on) could depend on it.

Coming soon

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ONLINE SHOP AND/OR MOBILE BUSINESS SEMI HIGH TOP FORD TRANSIT (83,000 MILES) RACKED VAN STORES AND CARRIES 65+ SADDLES SAFELY VIEW SADDLES ON WEBSITE - APROX 80 USED & SOME NEW SADDLES NOT ALL LISTED - FURTHER PHOTOS TO ADD SOLD AS ONGOING MOBILE OR WEB BASED BUSINESS FOR ALL STOCK AND ADDITIONAL ITEMS, PRICED FOR SALE AT COST READY FOR YOU TO FINISH WEBSITE AND TAKEOVER AS YOU REQUIRE – IMMEDIATE START Mrs Jennifer Smith For all enquiries, please text or phone 07875707683 or email (preferred) jj.asmith@btinternet.com / jasljs20@gmail.com (Retirement and physical disability now forces sale)

50 | EQUESTRIAN TRADE NEWS MAY 2023

JULY/AUGUST ISSUE • FEED FOR VETERANS • STABLE EQUIPMENT AND BEDDING • STAYING SAFE - Riding hats, body protectors and hi-viz • AGENTS AND DISTRIBUTORS FOR EUROPEAN COMPANIES Editorial for consideration should be received by 7th June 2023. Email editor@equestriantradenews.com. For more information, contact Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk

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