Equestrian Trade News May 2024 | Volume 48, No 4
STRAIGHT FROM THE
HORSE’S MOUTH Bits and bridles focus
Plus
In the hot seat: Emma Dyer on the jobs market
ETN is the official media partner of BETA International
AMTRA CPD feature: understanding supplement labels
2024
Better Business The right type of rest for small business owners
22-23 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor
Main Sponsor
SS CLA
OF
4 2 0 2
GR
OOMING ACADEM
1ST
Y
THE ACADEMY OF ELEGANCE Enhancing Your Horse’s Beauty with Fruit-Infused Grooming WWW . BATT L E S . C O . U K
PL AC E
FIN ISH ES
Editor’s comment Y ou don’t know what you’ve got till it’s gone, goes the song… One might imagine it matters little in the age of internet trading that top events are finishing. But the strength of feeling from businesses about the loss of Gatcombe and imminent demise of Blair (see News) says otherwise. Consumer-facing opportunities are invaluable whether selling or demonstrating products. But it’s the atmosphere at these big events that cranks up the feel-good factor. It’s a breeze to sell to customers who are basking in the after-glow of watching their heroes ride, are enjoying a day out with friends in a glorious location and quite possibly topped up with Pimms. It’s worrying if we lose any more of these typically British fixtures. Imagine the national outcry if the Boat Race or Wimbledon was abandoned for good! But sadly, the philanthropic landowners and volunteers who kept so many equestrian events going are few and far between these days. Years ago, horse sports were often run by exmilitary men. Thanks to their quiet authority, no-one argued with them. Yet they were wise enough to know when to call on the right people for advice. Crucially, they never promoted their favourites above what was right for the cause. Nowadays, we need to pay people to run things. Yet rarely does money buy sufficient passion and infectious personality to overcome the modern pressures of high insurance costs and wet weather. Maybe the solution is to work from the bottom up? Encourage more people from different backgrounds into riding in the expectation that some will become equestrian organisers and inspirers.
In this issue...
EDITOR’S COMMENT | ETN
Sports like football thrive because they have such a big pool of followers; sponsors, the media and potential leaders love big numbers. The trade is doing its bit to get more bums in saddles. In particular, brands that offer good quality, value-for-money, essential products enable more people on tight budgets to own and enjoy horses. When it comes to boosting participation, practical application is so much more helpful than tokenism and posturing. Maybe some sectors of the horse world need to stop talking and consulting, and get on and do? When is it going to stop raining? The continuous wet weather we’ve had since last October is having seriously bad consequences. Several British Eventing fixtures have been called off, and heaven help anyone trying to organise a show or fun ride for which parking is on a field. We are lucky to have some fantastic equestrian centres with all-weather surfaces and hard-standing car parks. But what a shame if they become the only option for equestrian events and we lose all those lovely green field site gymkhanas and shows. Farmers, meanwhile, really have had something to moan about. The likely price of hay and straw this autumn doesn’t bear thinking about. I hope I will look like a complete idiot for writing the above… and that by the time you read it, the land has dried up, the sun is shining and we’re looking forward to a busy equestrian summer.
Liz Benwell Liz Benwell
28
HOOF APPLICATIONS FEATURE
30
16
FEEDS FOR HYDRATION AND ELECTROLYTES
32
IN THE HOT SEAT
18
SMALLHOLDINGS AND PETS
36
PEOPLE
20
LEGAL DIGEST
40
NEWS FEATURE: CLEARING UP MARKETING CONFUSION
FIRST AID ESSENTIALS
42
22 BITS & BRIDLES FEATURE
44
4
PRODUCT NEWS
10
BENCH SADDLER OF THE MONTH
AMTRA RAMA CPD FEATURE AND QUIZ
24
TURNING BACK THE PAGES
47
BETA INTERNATIONAL NEWS
27
RETAILER PROFILE
48
www.equestriantradenews.com
STRAIGHT FROM THE
HORSE’S MOUTH Bits and bridles focus
Plus
In the hot seat: Emma Dyer on the jobs market
ETN is the official media partner of BETA International
AMTRA CPD feature: understanding supplement labels
BETTER BUSINESS
NEWS
Equestrian Trade News May 2024 | Volume 48, No 4
2024
Better Business The right type of rest for small business owners
22-23 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor
Main Sponsor
CL AS
S OF
202
4
GR
OOMING ACADEMY
1ST
PLACE
FINISHES
THE ACADEMY OF ELEGANCE Enhancing Your Horse’s Beauty with Fruit-Infused Grooming WWW . BATT L E S . C O . U K
Front cover:
Bits and bridles are big news as interest grows in correct fitting and making the right choice for equine comfort and control. The lovely horse featured on our cover this month wears a bridle by LeMieux. (Photo: Define the Light for LeMieux)
Equestrian Trade News May 2024 | 3
ETN | NEWS
ETN NEWS Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). Design & Print Designed and produced on behalf of EMC by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020 Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com Advertising Managers 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
Traders “devastated” as event to end This year’s Blair Castle International Horse Trials – known to many as “Scotland’s Badminton” – will be the last. The event, to happen as usual on 22 – 25 August, has been running for 35 years. Blair’s demise follows the news that the Festival of British Eventing at Gatcombe Park in Gloucestershire has finished for good. Blair is a four-star eventing competition with supporting classes. A busy shopping village enables businesses to reach northern equestrian consumers. Firms that trade from stands at Blair told ETN they are “devasted” – not least because there’s nothing else like it in Scotland to reach those customers. Louise Overhill works for Flying Changes and has her own company, Zafina, specialising in riders’ hair accessories and stocks. She worked on the firms’ joint stand at Blair last year, and plans to return for the event’s swansong in August. “It’s very, very sad,” she said. “We exhibited there for the first time last year after people kept saying we should go - and it was just amazing. We’re still getting orders [from Blair customers] now.” Trading at Blair is always special, explained Louise. “There’s nothing else like it in Scotland,” she said, “people think nothing of travelling three hours to go
there for the day. And our customers are so appreciative we’d gone up there.” Louise was full of praise for Blair’s organisers. “The atmosphere was lovely, and the organisers were so helpful. They kept a generator on for us for an extra night and helped us out with wi-fi when our card machine wasn’t working.” Sarah Clarke, who runs Finer Equine and exhibited at Blair last year, is worried for the bigger picture. “Eventing is at serious risk if we continue to lose events,” she said. “For a lot of businesses, exhibiting at shows is their big driver of the year and one of main ways they can get their brands to consumers.” It’s especially sad to see Blair disappear when the event hosted the European Championships in 2015, said Sarah who was on the HorsesScotland board at the time of the successful bid. “That was such an exciting time,” she said, adding that running the championships truly cemented Blair as “the flagship event for Scotland.” Event director Alec Lochore described Blair’s imminent loss as “the end of an era.” “We are determined to sign off with a tremendous celebration at this year’s event in August,” he said. The only reason officially cited for Blair ending are plans to use the land on which it runs for regenerative agriculture.
www.carbonbalancedpaper.com
CBP123456
4 | Equestrian Trade News May 2024
We are determined to sign off with a tremendous celebration at this year’s event in August. www.equestriantradenews.com
NEWS | ETN
Famous brand celebrates 140th anniversary 2024: MAKE THIS YOUR BEST YEAR YET
EVERY WEEK 22 FEBRUARY 2024
S 140 YEAR
132
Best horse shows in Britain
2024 GUIDE TO THE SEASON
SPECIAL ISSUE
Kick-start your season Learning from another sport ahead of Paris
DETTORI
Why he’ll miss the British public most
VET ADVICE
Skin allergies – the triggers and treatments
HAH450.cover.indd 1
www.equestriantradenews.com
Photo: Piaffe Photography/Shutterstock.com
19/02/2024 16:22
An early Horse & Hound cover from 1949 contrasted with a recent one. The famous title marks its 140th anniversary with a special edition on 6 June.
taking a look back in our archive to relive defining moments.” In Horse & Hound’s 6 June magazine, features will include Pippa Cuckson taking a long look back at the magazine's early years, its survival during World War II despite the offices being bombed and relocated, and the editor Arthur Portman being tragically killed. Catherine Austen reviews how horses’ lives have changed since 1884, with improvements in all areas from vet medicine to feed and equipment. “We also ask the great and good of the equestrian world to recall their favourite sporting moments in living memory,” adds Sarah.
Weigh tapes can be 20% inaccurate
Weigh tape readings can differ by 20% from weighbridge readings when it comes to measuring equine bodyweight. Worryingly, weigh tapes commonly underestimate bodyweight - especially in bigger horses, a study by Dengie has found. Weigh tapes are a low cost, easy option for monitoring equine weight, both for health reasons and to calculate amounts of feed, supplements and medicines such as wormers to be given. Dengie compared three different brands of weigh tapes with weighbridge readings using 29 horses. Larger horses tended to be underestimated to a greater extent than ponies, with the biggest difference recorded for a 17.2hh mare who was 138kg less on one weigh tape compared
PRINTED IN THE UK
P LU S : M E E T W I L L A N D O L L I F L E T C H E R
CARL HESTER
£3.99
Think like a winner – and enjoy stress-free show days
22 FEBRUARY 2024
Horse & Hound celebrates its 140th anniversary this year. The magazine appears weekly in print while also embracing digital publication via its website and social media presence. Horse & Hound magazine was launched in 1884 with the strapline: “The best of my fun, I owe it to horse and hound” from George WhyteMelville’s poem, The Good Grey Mare. The ‘mission statement’ from the 23-year-old editor, Arthur Portman - a racing enthusiast and crack shot who chose the title - was to provide a “reliable journal of sport and agriculture.” Horse & Hound marks its 140th anniversary with a special anniversary issue on 6 June. “The weekly magazine will be packed with features exploring the magazine's heritage and celebrating those horses, riders and moments that have had the biggest impact during that time, both on the industry and our sport,” says editorin-chief Sarah Jenkins. “Online, each day in the week leading up to this special issue, horseandhound. co.uk will be celebrating a horse that the public has fallen in love with throughout decades of horse sport - as well as
Major retailer in trouble
Edgemere Limited – which has a large retail store near Malpas in Cheshire plus an online presence – came under a first Gazette notice for compulsory strike-off from Companies House on 26 March. As ETN went to press, the store was closed and Edgemere’s website, Facebook page and eBay store were unavailable. “Anyone else still waiting on items they have ordered from Edgemere being sent out?” a consumer posted on social media. The Gazette notice says that, unless cause is shown to the contrary, the company [Edgemere Limited] will be struck off the register and dissolved not less than two months from the date shown [26 March]. Edgemere Limited is listed on Companies House as ‘accounts overdue’ and ‘active proposal to strike off’ as ETN publishes this. Not good news for creditors A first Gazette notice is considered a warning to interested parties, including creditors, that a company could be dissolved. Failure to comply with accounting and filing obligations often triggers a first Gazette notice. The move can be initiated by Companies House or another party can apply for a firm’s forcible closure. A first Gazette notice is not good news for creditors. Once a compulsory strike off application goes through, a company no longer exists – so suppliers cannot chase it for money they are owed. Anyone can challenge a pending company closure within the timeframe specified in the Gazette notice.
EQUESTRIAN
SWEET TREATS to the weighbridge reading - a 21% difference. The closest weigh tape reading was still 104kg less than the horse’s actual bodyweight. Dengie provides a weighbridge service so that horse owners can compare their own tape with the weighbridge reading.
FLY COMBO
PONIE TRADE PRICE
£19.44
RRP: £34.99 SIZES: 3’6” - 5’3”
TROJAN TRADE PRICE
£22.22
CODE: 2015
RRP: £39.99 SIZES: 5’6” - 7’0”
www.gallopequestrian.com
Equestrian Trade News May 2024 | 5
ETN | NEWS
Charter unites the British horse industry The British Equestrian Trade Association (BETA) is among the signatories of an industry-wide pledge to protect horses’ welfare. The Charter for the Horse represents a unified approach to safeguarding equines and equids. By signing up, British Equestrian (BEF) - which counts BETA among its 19 member bodies - and associated industry leaders have committed to endorse high standards of equine welfare, wellbeing and ethics. The Charter for the Horse has been developed with BEF stakeholder groups to be adopted across the equestrian industry by all who have a connection with horses.
Five pointers Under the five headings of empathy, care, respect, consideration, ethics and learning, the Charter outlines actions that should be observed to guarantee the individual mental, physical and behavioural needs of horses are met. The Charter encompasses the essence of the FEI Equestrian Charter, composed by the Fédération Équestre Internationale’s (FEI) independent Equine Ethics and Wellbeing Commission (EEWC) and released at the FEI Sport Forum in April 2023. This edition covers international equestrian sport, while the British Equestrian version is there for all in this country who interact with horses, at every level and in any activity for sport, hobby or leisure. Existing principles, codes and guidance from across the equestrian disciplines were distilled into a document under which all equestrians can unite and pledge to work to the values and principles outlined. “Horses first, athletes second,” says Carl Hester Carl Hester, one of Britain’s most successful equestrians and a leading
Brand on the market
The stock and assets of equestrian accessories brand Finer Equine are for sale. Founder and director Sarah Clarke says she wants to concentrate on HelmetConnect, a removable Bluetooth for riding helmets. Founded five years ago, Finer Equine’s product lineup includes the Ride On Exercise Sheet (pictured). The company has customers worldwide. Commenting on her decision to 6 | Equestrian Trade News May 2024
advocate for equine wellbeing, has endorsed the Charter for the Horse. “It’s such a positive move for our industry and unites us under one common aim,” he said. “I always treat my horses as horses first, athletes second to support their mental and physical wellbeing, which means they can perform at their happy best on the world stage. “I’d love to see everyone join together in showing support for the Charter and turning the words into action, for the good of all horses throughout the country.” As part of the ongoing commitment to the highest welfare standards, the British Equestrian Board and Equine Wellbeing and Ethics Advisory Group (EWEAG), chaired by Professor Madeleine Campbell, has also been working on extensive revisions to the British Equestrian rule book and Equine Ethics and Welfare Policy, which underpin the Charter. Rule revisions proposed The enhanced welfare provision will sit within an Integrity Framework of core policies around safeguarding of children and adults, anti-doping rules for human and equine athletes, competition manipulation, and equine ethics and welfare. In full consultation with member bodies, the process will continue to look at the proposed revisions, their implementation and subsequent enforcement ahead of the rule book release in 2025. Professor Campbell said: “I am delighted that British Equestrian and its member bodies are leading the world in implementing the recommendations of FEI’s EEWC at national level. “Such proactive, collaborative sharing of responsibility across disciplines and uses is just what we need to safeguard the welfare of horses from elite to grassroots levels of equestrianism.”
BETA’s Claire Williams signed the Charter for the Horse on behalf of the trade association’s member businesses alongside other equestrian organisations and industry leaders.
British Equestrian chief executive Jim Eyre added: “In our privileged position to live and work with horses, we must champion the very best standards and excellence levels for their welfare – it’s non-negotiable, and the support for bringing this overarching Charter for the Horse to fruition has been outstanding. “There’s been a real passion and sense of determination to make it happen and now we look forward to working with our member bodies, their members and the wider British equestrian community to upholding the charter, with equine welfare at the fore of all activity.” How to get involved The Charter for the Horse is available on the British Equestrian website in two versions. Firstly, a pledge version, signed by representatives of all member bodies. Secondly, a version for all members of the equestrian community - groups and individuals – to download and sign to mark their own commitment. The second version can be displayed on tackroom walls, in-store noticeboards and businesses’ social media accounts to show support to providing our equines with a lifetime of care, consideration and wellbeing.
sell, Ms Clarke said: “By concentrating our efforts on HelmetConnect, we can capitalise on the opportunities ahead, expand our retail presence, and diversify our product range to better serve our customers." She added that “with healthy wholesale margins, protected designs and a substantial social media following of around 20,000 across Instagram and Facebook, the Finer Equine brand offers huge potential to potential buyers.” www.equestriantradenews.com
STRONG SALES FORECAST for NAFOff power product
5
POWERFUL NEW AD CAMPAIGN
THE
BANISH BUZZ Prepare for strong sales, stock up with
NAFOff DEET POWER PERFORMANCE
NOW
DURING FLY SEASON, BANISH THE BUZZ OF FLIES, HORSE FLIES AND INSECT MENACE. Take care of your horse or pony with NAFOff DEET POWER PERFORMANCE Powerful, long lasting and effective protection.
BANISH THE BUZZ NOW AT: naf-equine.eu/uk/nafoffdeet For more information please contact your NAF Area Sales Manager, call the NAF Sales Office on 01600 710726, or our FREE Nutritional Advice Line Call 0800 373 106 or email info@naf-uk.com
ETN | NEWS
Older horses are a significant market sector, survey finds they’d owned their older equine for 11+ years with 99.5% intending to keep him or her for the remainder of their life. Despite their age, senior horses remain largely healthy and active, with 80% considered to be in good condition. 8% were classified as overweight and 12% as underweight. Common age-related issues such as stiffness, arthritis, PPID, dental issues and laminitis were reported. In terms of exercise, 62% were still in ridden work but 75% of these were in light work or slowing down. Retirement was often around the ages of 21-25.
Tax man clamps down on till fraud
HMRC inspectors are looking for ESS tools, devices that alter electronic point-of-sale records, used to under-report a business’s sales and consequently evade tax. “On the surface, a transaction might appear to go through as normal, but ESS tools enable records to be manipulated – sometimes by deleting sales and linking to either domestic or offshore payment platforms,” says HMRC.
SPONSORS AND SHOWS
National Horse Trials Championships and the SEIB Combined Championships until 2026.
Retailers who indulge in till fraud have been warned that HM Revenue and Customs (HMRC) is on their case. Seventeen outlets – mostly takeaways in London, Ipswich, Manchester and Newcastle – have been visited following reports of Electronic Sales Suppression (ESS).
• Woof Wear is sponsoring international dressage young rider Beatrice Butterworth, her FEI pony Carlsson and horse, Ivo. “Bea will play a key role in providing valuable feedback for our ongoing product development,” said Ali Felton, sales director at Woof Wear.
• SEIB Insurance Brokers is to sponsor British Riding Clubs (BRC) and its events for the next two years. In addition to supporting the SEIB Novice Winter Championships, the insurance broker takes title sponsorship of the SEIB BRC Quadrille of the Year, the SEIB 8 | Equestrian Trade News May 2024
• BETTALIFE is sponsoring the EHOA (Event Horse Owners Association) Veteran Eventing league once again in 2024. The series is open to riders aged 45 and over and is run as a league table across five events. There are cash prizes, a trophy and BETTALIFE products to be won. Pictured is the 2023 winner Deberah Burrell with Imperial Tangle. The supplements brand has trade stands booked at Badminton, Bramham, Burghley and Allerton Park Horse Trials this season.
The results suggest that owners are increasingly recognising the importance of tailored nutrition for senior horses. Senior mashes were particularly popular. “It is heartwarming to see that we are such a compassionate nation, giving so much care and devotion to our special oldies,” said Claire Dyett, marketing manager for the SPILLERS brand.
Photo: STEKLO/Shutterstock.com
UK horse owners are loyal to and passionate about their senior equines, a survey has revealed. The makers of SPILLERS questioned more than 5,000 owners and carers earlier this year. 37% have horses aged 25 years or older, with 65% considering their horses to be classed as senior at 20+ years. The feed company says the results are helping it understand how they can continue to best support seniors nutritionally, to help them live longer, healthier lives. According to the survey, 62% said
Equestrian Summer Festival presented by Al Shira’aa. The feed brand is also a partner to Bolesworth. • INEOS Automotive is to be Official Vehicle Supplier to the Mars Badminton Horse Trials until 2026. The three-year deal will see a fleet of Grenadier 4X4s provide support for the event on 8 – 12 May. Visitors will have the opportunity to experience the vehicle’s capabilities on the Badminton estate’s off-road course.
• Dodson & Horrell-sponsored stunt rider Ben Atkinson will perform with his team of horses on 15/16 June during the Bolesworth International www.equestriantradenews.com
Equine America distributor Carl Stocks: his loss will be sorely felt.
Obituary
CARL STOCKS Carl Stocks, Equine America distributor and a hugely popular figure in the trade, died suddenly on Friday, 22 March. He was 62. Carl covered huge swathes of the north of England for the company and was unwaveringly enthusiastic about visiting and supporting retailers. Equine America’s managing director Lee Middleton has paid tribute. “We are deeply saddened and devastated to announce the untimely passing of our colleague and friend, Carl Stocks. “Carl was our first distributor, with us right from the beginning when [my parents] Phil and Julie Middleton started Equine America in 1997 – so it was hardly surprising that Phil and Carl became best friends. “If they weren’t talking about Equine America, they were talking about their racehorses or at least a dead cert at the races! “Anyone who knew Carl, knew how hard he worked at delivering the best service to his customers. In the words of his wife, Catherine: “He really did the work of ten men.” “Carl was extremely passionate about his work and horses, and had a special bond with many of his customers with whom he had worked for many years. “This news must have come as a huge shock to them as it did to us here at Equine America. “Carl was a larger-than-life character who was on the phone to us every day. Never one to be messed with, we usually made sure his orders went out first! “His loss will be sorely felt by all of us here at Equine America. Our heart goes out to his wife Catherine and daughter Beatrice, and we will do everything we can to support them at this distressing time. “We will be handling all of Carl’s orders and customers from Equine America head office for the foreseeable future.”
ETN | PRODUCT NEWS
PRODUCT NEWS Celebrating 25 years in classic style The Original Muck Boot Company is celebrating its 25th anniversary by relaunching two classic styles. Its Colt Ryder and Wear waterproof boots are to be reintroduced this summer. The Colt Ryder is a tall boot designed for riders. It has a stretch topline to keep the cold out and an Airmesh liner with 5mm neoprene for warmth. The RRP is £145. The Wear boot features rubber overlays for quick cleaning and has Achilles reinforcement for enhanced protection. With a durable, lightweight rubber outsole, steel shank for arch support, and wide-cut heel base for stability, it’s warm and comfortable. The RRP is £100. “Muck Boots originated as a solution to keep feet protected from dirty, wet, mucky situations in all weathers,” says the brand’s marketing manager Gabe Berkowitz. “Today, we continue to build boots and shoes with the same comfort and performance promise as we did 25 years ago.”
Fly protection for ponies
Gallop Equestrian has added its first-ever pony-sized fly rug to its extensive horse wear collection. The Ponie fly rug comes in sizes 3’9” to 5’3”, and is branded with Gallop’s rocking horse logo for a cute but stylish look. The rugs’ fresh colour scheme navy bindings and webbings with a touch of baby pink for the Ponie logo - suits mares and geldings. “We want to make sure our little four-legged friends are catered for,” said Gallop’s Amy Drew. “The Ponie mirrors our Trojan range, so owners can spoil their ponies without breaking the bank. “We started expanding the Ponie range in 2023 and we aim by 2025 to have all spring/summer rugs, no-fills and 50g turnouts and stable rugs completed.” New Ponie fly rugs use a traditional white mesh to reflect heat and UV rays away from the pony. It also gives ponies protection from bothersome insects and midges.
Safety stirrup is kids’ play Wintec Kids Cage Stirrups keep young riders’ feet securely in the stirrup. The all-in-one design aims to give children a safe, enjoyable experience in the saddle from day one, thanks to the raised grippy rubber tread. Durable, comfortable and easy to clean, Wintec Kids Cage Stirrups pair perfectly with Wintec Kids Webbers.
10 | Equestrian Trade News May 2024
The rugs feature Gallop’s signature design with a generous shoulder pleat and tail flap, adjustable chest buckles with Velcro beneath, and adjustable surcingles. “This is the most affordable pony fly rug on the market,” added Amy. “Retailers can purchase them at a single unit price of £15.55; if applying the multi-buy of nine or more, its price drops to £14. “So, to be able sell it on with an RRP of £27.99 is an unmissable opportunity for our stockists.”
Caged stirrups are often used by riders who prefer to ride in trainertype footwear with no heel. The cages prevent the foot going right through the stirrup iron.
www.equestriantradenews.com
PRODUCT NEWS | ETN
Bedding meets a demand
Forage analysis service is “easy-toread”
Nedz Eco has been developed to meet the growing demand for a cost-effective, straw-based bedding, says the brand. The new bedding combines wheat straw for warmth and cosiness with straw rape for absorbency. It’s said to be easy to muck out, economical and cost-effective while rivalling shavings in absorbency. Nedz Eco is biodegradable, usually rotting down within three months. It’s treated with a pine scent. Four to five bales are suggested to lay a bed in a 12’ by 12’ stable, with top-ups estimated at one or one-and-a-half bales weekly.
Versatile fly rug at “unmissable price”
Gallop has launched a versatile fivepoint detachable neck fly rug that can be used as a standard neck or combo. Made in a white 200 denier, featherweight mesh, it offers breathability, UV protection and a coverup from flies.
Secured by two front buckles with a Velcro breast fastening, the fully nylon lined chest area adds strength to the mesh and helps prevent friction rubbing. Cross-over surcingles and generous shoulder pleats and a tail flap also feature. A wither pad helps prevent rubbing when the rug is used without the neck cover. The rug’s design means there is no separation between the rug and the neck piece into which insects can creep. The neck cover has a quarter-nylon lining to avoid mane rubbing. This versatile rug comes in sizes 5’6” to 7’ and, says Gallop, comes at “unmissable” prices for retailers and consumers alike. Retailers who are Gallop members can take advantage of the multi-buy price for nine or more units at £19.50 each. The RRP is £38.99.
Agricultural testing laboratory Eurofins Agro UK has launched a new forage analysis service. Equi Feed uses the near infrared spectroscopy (NIRS) method to dry and grind forage samples for accurate, detailed measurement of nutrients. “The results provide test data in easy-to-read and understandable graphics, based on the nutritional, fibre, mineral and trace element content of a forage sample,” says Shane Brewer of Eurofins. “A report also presents this data in relation to the type of horse by providing target values for horses based on leisure, sport, age and whether the horse is pregnant.” Equi Feed can analyse dry matter, provide insight relating to fructans in hay, water soluble carbohydrates (WSC) in fresh grass and hay, minerals and trace elements. “Understanding the mineral value of forage so that sodium, calcium, potassium and magnesium can be managed to regulate digestion is an important progression of this new report,” added Mr Brewer.
Doing the legwork
Premier Equine has a new collection of riding tights and breeches. Aporia Riding Tights offer a simple, pull-on design with a flattering, curved, V-shaped high waistband. The RRP is £74, and they come in black and navy. Moneta Riding Breeches are lightweight with modern styling. Comfortable and durable, they allow riders to achieve optimal performance. In black and navy, the RRP is £74. Concerto Riding Tights come in ladies’ and girls’ sizes. Ideal for any rider, they offer the perfect combination of style, comfort and performance. With an RRP of £60, they come in black, navy or grey. www.equestriantradenews.com
Equestrian Trade News May 2024 | 11
ETN | PRODUCT NEWS
Cool protection
A sporty number
Rowen Barbary Sports Mash is formulated with reduced recovery times in mind. The quick-soaking mash contains a blend of highly digestible fibre sources including soya hulls, sugar beet and grass nuts to help support digestive health and encourage improved appetite. Electrolytes are added to replenish vital minerals lost through sweat. Calcareous marine algae and Actisaf feature support reduced acidity in the gut, especially at times of stress. Sports Mash is balanced with vitamins, minerals and trace elements. It contains beetroot powder to tempt picky eaters. And being a mash, it helps support the horse’s hydration too.
Woof Wear’s iVent Event Boots are designed to provide 360-degree protection against high-speed impact injuries. The front boot has a tough ventilated PU shell, impact absorbing foam and Pebax tendon strike guard. The hind boots are shaped to help avoid speedy cut injuries and for canon-bone protection. iVent is Woof Wear’s unique cooling technology. Each boot’s shell is injection moulded onto tough, breathable mesh and backed with breathable, lightweight, impact-absorbing foam.
Top performer
New Supple Plus from Rowen Barbary is an advanced joint supplement. It contains a superior level of key nutrients to help maintain joint health, mobility and target inflammation. Designed for performance horses undertaking strenuous work, Supple plus is BETA NOPS Code certified. RRPs are 1kg at £34, and 5kg at £145.
Uplifting new collection
The Elevate Collection by Hy Equestrian is a stunning mix-and-match clothing range featuring on-trend materials, The range comprises an Ombre Base Layer, Ombre Riding Tights, Perforated Sports Shirt, Perforated T-Shirt, Teddy Fleece Gilet and Denim Pull-On Breeches. There are young rider sizes in the Denim Breeches and Sports Shirt, and a slight twist to the young rider base layer and riding tights. Garments are made in a flexible, breathable performance fabric. Says Rebecca Howsam, Hy Equestrian’s brand manager: “We love this range; it’s the perfect evolution from our Synergy Elevate collection.”
12 | Equestrian Trade News May 2024
www.equestriantradenews.com
Fly Masks Globally recognised as the forefront of Innovation, Technology & Protection in the Equine sector.
Buster Fly Mask Standard
Comfort Tech Lycra Fly Mask
Combo Mesh Air Fly Rug with Surcingles.
Buster Fly Mask Xtra
Join the elite, become a Premier Equine retailer today! Apply for a Trade Account: sales@premierequine.co.uk w w w.p re mi e re q ui n e . co . uk
Comfort Tech Lycra Fly Mask Xtra
ETN | PRODUCT NEWS
Innovative girth at “an excellent price”
Hoof care in bigger pots
Fans of leovet Hoof Lab Elastic Cream will be pleased to hear it’s now available as 750ml (was 200ml). The natural product supports the hoof horn’s moisture balance, elasticity and resilience. Active ingredients include soothing coconut oil, sallow thorn for its antioxidant properties, ceramides and lecithin to support moisture levels and grapeseed oil, which contains linoleic acid, for keratin elasticity. It’s recommended to apply leovet Hoof Lab Elastic Cream, which comes with an integrated applicator, to the hoof walls, sole and frog two or three times a week. The product is available from Mackey by Agrihealth.
The new Eskadron Mesh Girth is highly breathable, being made of a complex, reinforced multilayer mesh. Ideal for warmer weather, the girth is said to be pressure-damping, with a comfortable terry cotton inner and stainless-steel fittings. Available in long and dressage styles, in a full range of lengths, RRPs are £36.95 for the dressage version and £39.95 for the long girth. “A lot of riders are moving away from elastic girths, and this superbly breathable new product from Eskadron retails at an excellent price,” says Monty Stuart-Monteith, managing director of Shaws Equestrian, Eskadron’s sole UK distributor.
Looking after tendons
Audevard Laboratories has re-developed Ekyflex Tendon supplement and replaced it with Ekyflex Tendon Evo. The new formula is packed with ingredients scientifically proven to enhance tendon health, say the makers. Ekyflex Tendon EVO contains Tendogen I, a mix of amino acids and white willow, for tendon strength, boswellia serrata and citrus for resilience and vitamin D3 to support the attachment of tendons and ligaments to the bone. The product is recommended for horses with signs of tendon weakness, a history of tendon problems or for those in training. It can also support the recovery phase following tendon related incidents.
Fit one, charge one
Thanks to a wet Spring, the grass is growing fast – and many horse owners will be strip-grazing, so they need reliable electric fencing. The Numax ‘Fit One, Charge One’ battery/charger kit comprises two 32amp, sealed, maintenance-free batteries and a 4amp intelligent charger. It helps ensure consistent power to the fence energiser because, when the battery needs recharging, there’s always a fully-charged one to swap in.
14 | Equestrian Trade News May 2024
While one battery is connected to the energiser, the unused battery can be left in its tray, connected to the charger which supplies a bulk and then maintenance charge. In other words, it can be left connected almost indefinitely, meaning it’s fully charged and ready-to-go whenever it’s required on duty. The Fit One, Charge One solution is lighter in weight than a second-hand car battery. It has carrying handles and comes with a two-year manufacturer’s guarantee.
www.equestriantradenews.com
If it’s not Science Supplements you can kiss my ass. We are proud to be different, here’s why: 18 research papers on our products Two innovation awards Published, peer reviewed research for our joint supplement, FlexAbility® UFAS and NOPS certified Our own production and R&D facility Independently rated as “Excellent” with 5* on Trustpilot What about the numbers? 92% customer retention 84% of customers buy more than one product from our range Year on year growth for the last 6 years
Be part of the future of one of the UK’s fastest growing brands
SCAN ME
0 1 6 0 4 2 6 3 0 0 2 | t r a d e @ s c i e n c e s u p p l e m e n t s . c o. u k
ETN | BENCH SADDLER OF THE MONTH
Celebrating the best bench saddlers…
This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standard of leathercraft skills.
Equine models
This month’s winner is JO DENNISON
Wiltshire based Jo Dennison is an SMS Qualified Saddler and Harness Maker – and was a winner at the 2024 SMS National Competition.
Jo’s parents had horses and she rode from an early age. At 17 she was bought her first horse, a two-year-old Irish sports horse called Huckle, soon followed by his full brother and sister, Bow and Moon. “As a family, we broke them in to ride and entered them in various showing, dressage and show jumping competitions,” says Jo. “Sadly, we lost Huckle to colic at a young age, but I had Bow and Moon for 18 years, and they were with me through my saddlery training. They were great models for the items I made.”
Passing on skills Harness work is a particular passion for Jo Dennison.
About Jo Dennison
Jo always had a keen interest in working with animals, and a love of art and design at school. But it was a fortnight’s work experience crafting leather that made her realise a career in the saddlery trade was for her. Thus inspired, Jo wrote to everyone in the SMS Handbook - and was rewarded with an interview and a week’s trial with Laurence Pearman of Stroud Saddlery. “At the end of the week, I was offered an apprenticeship with Laurence,” said Jo. “Once I had finished my GCSEs, my family relocated to Gloucestershire so I could train.” Jo completed her apprenticeship, including spells for training and exams with Mark Romain at The Saddlery Training Centre in Salisbury. She then continued to work for Stroud Saddlery for another five years before starting her own business. Last year, Jo celebrated 20 years in the saddlery trade.
16 | Equestrian Trade News May 2024
Jo loves having a wide variety of clients, including many in the polo industry plus a busy riding school. She will give most jobs a go, she says, including repairs to riding and polo boots, motorbike leathers, gun slips and shooting equipment. Harness work is a particular passion. One customer has had a great deal of success in decorated harness classes at local and county shows. “What’s really special to me is being able to keep the tradition and skill of the trade going,” says Jo. “My eldest daughter is already showing an interest in what I do, and even if she doesn’t follow in my footsteps as a saddler, I hope to pass on lots of skills to her.”
Winning ways
Jo is currently on maternity leave, having had a second child in February. Although she’s enjoying time with her family and a short break from day-today life in the workshop, she admits she’s itching to get back to the bench very soon. Shortly before having her baby, Jo won the Special Open Class at the SMS National Competition. She was 39 weeks pregnant, so very close to the baby arriving, when she made her winning straight clincher link browband. “It was a complete shock to win,” Jo says. “I had a six-hour window to make the browband while my daughter was at pre-school, so to be presented with first prize was amazing. “It has given me a lot of confidence in my ability as a saddler and has reinforced my desire to continue with the work after my maternity leave has finished.” www.equestriantradenews.com
See nearly 400 quality products
at STUBBSENGLAND.com
SHELFIE RETRO S5528477 “I’ll give most jobs a go,” says saddler Jo Dennison, pictured in her workshop. Jo Dennison was a winner at the SMS National Competition with this clincher browband.
Trigger Hook
A special saddle
Jo has made a few unusual items over the years, including a belt for Santa Claus. But a job that was particularly special was re-purposing a saddle that was left to her by her husband’s late grandmother. The saddle had seen better days, so Jo stripped it down and used the leather to make two matching saddle-shaped handbags to be gifted to her two daughters. From the remaining leather, she made a photo album cover and a guitar strap for family members.
Time to relax
Jo shares two Fell ponies, Ted and Bell, with her mum. She also enjoys gardening and trying to grow her own vegetables, as well as “just sitting and relaxing in the garden with a cup of tea.” Always keen to learn and keep her skills up-todate, Jo says she would love to do more harness work, including taking a collar-making course. “I love teaching, so that’s a possibility for the future,” she adds. “I hope to gain my Masters [Master Saddler] soon as well.”
S85PS
Flat Back Bucket S85 14ltr S85A 18ltr
Tack Step S57
Tool Locker
How to nominate a bench saddler:
S2929
Everyone is invited to nominate bench saddlers they feel deserve to be named ETN/SMS Bench Saddler of the Month. Candidates for the award must be a member of the SMS and can be 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.
SCAN HERE
Made in England Since 1836
ETN | OPINION
In the
hot seat
With Emma Dyer, founder and managing director of Equine Careers.
How did you come to set up Equine Careers? After a degree in business studies, I had various experiences in sales and marketing. My last job before founding Equine Careers was sales and marketing manager for McArdle Equestrian Surfaces. The boss would introduce me as: “This is Emma, she does everything…” I loved the variety of that role, from dealing with racing trainers and getting the surfaces Jockey Club approved, to heading up the marketing activity and going out on site visits. I met some fascinating people and the networking was invaluable. I set up Equine Careers in 2009, so that’s 15 years ago now. What’s the jobs market like at the moment in our industry? So far this year, the market is buoyant. There are plenty of jobs and plenty of candidates. What sets Equine Careers apart from other recruitment agencies? Definitely our versatility; we cater for everyone in the industry, from the smaller sole traders to the large brands and everyone in between. We operate as a jobs board so that clients who cannot justify larger recruitment fees can advertise their vacancy with us and use our well-established audience. We also cater for the client who needs the extra helping hand of our expertise for recruitment. What sort of people are most wanted by equestrian companies? My clients want professional people for professional jobs. They’re looking for well-rounded knowledge and life experience, backed up with a proven track record in whatever sphere they’re working; people 18 | Equestrian Trade News May 2024
who are good at networking, and with a ‘can do’ attitude. Qualifications are essential for some roles such as in equine nutrition. Jobs within the equestrian industry are very often multi-purpose. In other words, you may have to roll up your sleeves and get stuck into other areas of the business. New talent from outside the industry is most welcome. Provided you have a familiarity with equine, your business acumen and commercial experience is more important.
Emma Dyer set up Equine Careers 15 years ago to offer recruitment services for professional and office jobs.
What would be your advice to a 16-year-old who wants to work in the equestrian industry? Go out and meet people; go to shows, offer to volunteer or work on tradestands. Get experience working with others face-toface, working as a team, build up your confidence and gain as much experience as possible in many different areas – be that customer services, sales, admin or marketing. www.equestriantradenews.com
OPINION | ETN
Since 2012, Equine Careers has sponsored the Sales Representative of the Year award at the BETAs (the British Equestrian Trade Awards). What does your long-standing association with the award mean to you? It’s such an important award. Working as a sales rep can be so lonely out on the road most days, but with the joy of building relationships with the many retailers they get to work with. I want these individuals to get the recognition they deserve for providing excellent customer service, knowledge about the products and reliability. Sales roles are our core business; most of our recruitment is for sales reps/account managers. We have helped countless companies fill these roles, so it’s an ideal fit to keep what I do in the forefront of everyone’s mind alongside such a popular award. Are events such as the BETA Gala Dinner still important for face-to-face contacts? In the digital age, is networking still key to career advancement? Face to face interaction cannot be replicated or replaced. The atmosphere at the awards is so much fun. You get to see people you may not have seen for a while, in a more social environment, have a laugh and support your network. Networking is very much key for nurturing new and existing contacts. An event you have attended becomes a talking point and common ground, building rapport and trust. How has the equestrian industry’s employment landscape changed in the 15 years since Equine Careers started? We’ve had a lot to contend with. Equine Careers was founded in a recession, and since then we’ve had Brexit and a global pandemic. When I started, the common jobs were sales reps and marketing managers, with many roles being office based. We’ve since seen peaks and troughs where sales agents have been in or out of fashion depending on the market. Now many roles are home based or home/office hybrid. The largest trouble spot currently is dealing with the younger generation who have not had to work in an office - and trying to engineer the roles to suit them. Office-based roles get a much lesser response when advertised now compared with home-based or hybrid. I spend a lot more time educating people on correctly prepared applications too. You must be brilliant at keeping secrets, confidentiality being crucial to Equine Careers’ success. Do you also provide careers mentoring or training? Confidentiality is paramount, people in the industry know they can trust me - I would not have a business otherwise. Yes, we offer careers coaching for anyone feeling stuck, being made redundant, facing a www.equestriantradenews.com
Equine Careers founder Emma Dyer enjoys riding – but says that in the jobs market, business acumen can be more important than equestrian knowledge
personal crossroads or wanting to upskill. I am also a qualified Life Coach so sometimes these coaching sessions take on a more personal element. I have strong links with many colleges where I visit as a guest speaker or mentor. I was the industry careers advisor at Warwickshire College a few years ago, and have provided mentoring services to students at Writtle University College. Can you help self-employed people working in the industry? Most definitely. We run a sales agents database on which anyone who already works as an agent can register their details free of charge. Many people who book careers coaching with me are self-employed and wanting to discuss their options. I also run monthly virtual networking sessions for people to meet and greet. These are open to anyone - employers, candidates, students, selfemployed – to build up a network of contacts. It’s really fun and friendly to then meet up with these people at various events. We may or may not have anything to offer these new connections. But it’s all about working in collaboration with fellow equestrian industry colleagues. How do you like to relax at the end of a busy week? We have very recently moved house to a completely different area, so the last three months haven’t been very relaxing with lots of decorating and getting organised. I enjoy taking our dog Pip, a flatcoated retriever, out for walks exploring our new area. I have two horses so, when time allows, we go for a ride or meet up with the local bloodhound pack on a Sunday. Equestrian Trade News May 2024 | 19
ETN | PEOPLE
People
evoke’s managing director Vicky Mitson (left) and technical director Helen Riley were presented with the riding hat brand’s British Kitemark certification on a visit to the British Standards Institution (BSI). Launched earlier this year, evoke riding hats and jockey skulls adhere to a variety of additional safety specifications including PAS 015:2011, VG1, ASTM F116323 and EN 1384, along with CE/UKCA certification. “We are very proud to have been invited to BSI to receive our certification. To achieve your own Kitemark cannot be underestimated and there is a lot of work behind the scenes that is required to meet these standards,” said Helen. Added Vicky: “The team have worked tirelessly to ensure we just do not meet the standards, but we exceed them and this simply reinforces the quality of our range of products, and the standards that we set ourselves as a company.”
20 | Equestrian Trade News May 2024
Ben Moore has been appointed sales agent for the south-west of England by Henry James Saddlery. The leather bridlework manufacturer has also asked Jayne Cunningham (pictured) to oversee its international B2B sales in addition to her current UK sales role. “Ben's expertise and local knowledge are expected to drive growth and strengthen relationships with our valued customers in the region,” said Dan Russell, director at Henry James Saddlery. Of Ms Cunningham’s promotion, he added: “Jayne’s new role signifies our commitment to expanding our international footprint.”
Annabel Cheal has been appointed by UK and Ireland distributor Bandai UK as sales agent for Breyer. Annabel, who already represents Equilibrium, Champion, Toggi and Shaws Equestrian, is covering accounts in the south of England for the model horse brand.
SEIB Insurance Brokers and its parent company Benefact Group have donated £5,000 to each of ten animal welfare charities as part of their Movement for Good Awards. One of the recipients of the donations was World Horse Welfare whose Emma Cook (left) is pictured with Katie Oswald, head of marketing at SEIB Insurance Brokers.
Joint winners received the Sir Colin Spedding Award for outstanding services to equestrianism at the National Equine Forum (NEF). Presentations were made by forum president The Princess Royal. Kirsty Withnall was recognised for her tireless determination as an RSPCA case officer, in bringing to justice those responsible for causing unnecessary suffering to animals. Amanda Stoddart-West was acknowledged for her work to enhance equine wellbeing - notably pioneering appropriate rider to horse weight ratios - as a coordinator at the Great Yorkshire Show. Anne Dicker (pictured with Princess Anne), managing partner of the Catherston Stud, was highly commended for her work in helping to unite the equine sector; in particular advancing equine groom apprenticeships, training fire responders, developing digital equine ID policy, and for her research on the ‘happy equine athlete’.
www.equestriantradenews.com
DISCOVER THE AUGUST WESA TRADE SHOW YOUR ULTIMATE TRADE EXPERIENCE FOR ALL THINGS HORSE AND RIDER!
Immerse yourself in the latest from over 350 exhibitors unveiling innovative products, newest trends and customer favorites. Mark your calendar for the August WESA Trade Show. Don't miss the opportunity to elevate your retail experience! AUGUST 14-17, 2024 | DALLAS, TX | WESATRADESHOW.COM
Multiple-Award-Winning Helpline Our team of experienced equine nutritionists are available on the TopSpec Multiple-Award-Winning Helpline to support and advise retailers and their customers.
®
Multiple Award Winner for ‘Excellence in Nutritional Advice and Customer Service’
Collect
CREATED WITHOUT COMPROMISE
01845 565 030 (062) 85401 www.topspec.com
®
Tokens
for product and merchandise
by experienced equine nutritionists
#FedonTopSpec
Redeem your TopSpec tokens at www.topspec.com
ETN | NEWS FEATURE
“I don’t trust the big commercial companies” BETA is on a mission to clear up confusion caused by misinformation posted online. Here’s how the experts of the BETA Feed Committee suggest legitimate businesses respond to consumers who have been influenced by bogus marketing.
I’m after a feed to put condition on my mare that doesn’t contain soya. I’ve heard that soya contains phytoestrogens which mess with female hormone levels. Soya products such as soya hulls, soya bean meal and soya oil sometimes end up in the spotlight and, sadly, subject to unjustified bad press. With an array of feeds available, customers can choose to avoid certain ingredients. But, from a safety perspective, there’s no need to feed a soya-free diet. Interestingly, soya has become increasingly popular as an alternative protein source for people, especially amongst vegetarians and vegans, and is associated with potential health benefits. Phytoestrogens are compounds chemically similar to the hormone oestrogen and found in a variety of plants including soya beans. They can ‘block’ or ‘enhance’ the effects of oestrogen and adverse effects in other species has led some to question the safety of soya products for broodmares. However, the level of phytoestrogens I’d like some Too-Good-To-Be-True Powder, please. I like the sound of it because it’s hand-made by a biopsychic in her kitchen, so you know exactly what’s in it… not like the supplements from the big commercial companies who don’t tell you what’s in theirs and how much filler they use. If it’s too good to be true it usually is. It is also worth bearing in mind that even in a legal context, it is basically impossible to stop individuals making statements about products if it can be shown that the individual believes themselves to be right! This leaves companies pretty much unable to challenge statements made about their products whilst being much more limited about the claims they can make about their own products if they operate within the legal framework for feeds. 22 | Equestrian Trade News May 2024
in soya oil and soya hulls is very low and shouldn’t be cause for concern. While the concentration in soyabean meal is much higher, it accounts for a small proportion of the total diet and, in turn, contributes limited amounts of phytoestrogens. Soya products have been safely fed to horses, including broodmares, for decades and there’s no evidence to suggest that the level of soya bean meal typically included in equine feeds may be harmful. On the other hand, soya products have benefits to offer, particularly for horses that need the high level of energy and quality protein provided by a conditioning feed. Gram for gram, soya oil (like other oils), is around 2.5 times higher in energy or ‘calories’ compared with cereal grains but is starch (and sugar) free. It also provides a source of fatty acids which help to support skin and coat health. Soya hulls, which are low in starch and sugar, are sometimes described as ‘super fibres’ because they are rich in highly digestible fibre which yields higher levels of energy than many other
fibre sources. Although not the only available options, incorporating soya oil and/or soya hulls into the diet is an excellent way of reducing the reliance on cereal starch for energy. Feeding a high fibre diet containing low or restricted amounts of starch is key to maintaining digestive health, helps to reduce the risk of clinical conditions such as gastric ulcers, colic and laminitis, and reduces the risk of feed-related excitability. Ensuring the diet supplies suitable amounts of quality protein is key to supporting muscle development and topline, with the essential amino acid lysine being particularly important. Proteins are made up of building blocks called amino acids, some of which are described as ‘essential’ because they can’t be produced by the body and must be supplied by the diet. It’s the profile of amino acids relative to the horse’s requirements which determines protein quality. Soya bean meal is considered a superior source of protein for horses, owing to its high protein and high lysine content and favourable supply of other amino acids.
It is, therefore, very easy for an individual to act, or appear to act, altruistically even when they are completely wrong and never face any repercussions. This situation is made worse on social media as it’s all too easy for the individual to block people who try to put forward a different opinion. A key point to share with people is that many of the companies that are perceived to be big very often aren’t as big as people might think. Even if they are part of bigger commercial entities, the people working in the horse feed or supplement department do so because they love and understand horses. These long-standing companies are still here because they produce safe and legally compliant products. There are some infamous and tragic cases of people using products made by
amateurs in their kitchen which contain prohibited substances that have then resulted in a positive dope test and a resulting loss of medals or prestigious competition wins. Anyone competing under rules should not be taking chances like this. A good indication that a company is a reputable producer of high-quality feeds is UFAS accreditation and, in the context of prohibited substances, look for the BETA NOPS logo. Independent auditors visit annually and undertake spot check audits too. They scrutinise ingredients used, storage, record-keeping and is the best assurance that products are safe and fit for purpose. Next month, the experts at BETA clear up more confusion. www.equestriantradenews.com
BECOME A
BETA MEMBER
Ensure your customers shop with confidence where they see these signs
QUALITY MARKS
MEMBERSHIP TYPES
Join the BETA family to strengthen & grow your business. For more information email info@beta-uk.org or call 01937 587062
ETN | CPD FEATURE
Supplements answered: how to address those common customer questions Feed supplements are an important part of any successful feed business, but can we always answer those customer questions? ETN asked Kate Hore RNutr (Animal), Head Nutritionist at NAF, to help.
Photo: Sari ONeal/Shutterstock.com
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 24 | Equestrian Trade News May 2024
Q: How can we trust the label – are there legal controls on these products? KH: It is a common misconception that supplements are somewhat unregulated, and manufacturers can do as they like. However, this is simply not true. Legally there is no such thing as a ‘supplement’; they all come under Feed Law. Therefore, it doesn’t matter whether we’re looking at a powder, liquid, syringes or treats they are all viewed simply as feed, and come under the same suite of regulations that bagged compound feeds have to adhere to. Anyone producing supplements must be a registered feed manufacturer, and adhere to retained EC Regulation 767/2009 on production, labelling, legal marketing and claims. Generally, feed supplements will fall into one of the following feed definitions, and the appropriate one must be declared on the label. • Complementary Feed: A blend of two or more feed materials, which contributes to the daily ration when used in combination with other feeds. • Feed Material: A single ingredient in its natural state, intended to meet nutritional needs. • Mineral Feed: A complementary feed high in minerals, which is seen by having an Analysis over 40% crude ash. Q: Why do they contain Additives? Some of my customers are wary of them. KH: Under the Ingredients section of the label there will be two basic areas. The ‘Composition’ is the listing of the ‘Feed Materials’, those ingredients designed to meet the nutritional needs. Typically for feed supplements these would include the herbs, oils, major minerals such as calcium or magnesium sources, yeasts, joint support ingredients and cereals. Separately the ‘Additives’ are listed, and these are simply technical ingredients. Depending on the formulation, the product may, or may not, require additives – so some will have none listed. Additives are nothing to be concerned about, and may include vitamins and trace elements to balance the diet, probiotics or quality additives like preservatives and flavours. Just as with our own food, it is important to ensure that the product, once packaged, remains in good condition, safe and effective for your customer’s horses for the length of its shelf life. These technical ingredients can be invaluable in maintaining quality, or simply ensuring the product can do what we want it to do. www.equestriantradenews.com
CPD FEATURE | ETN
Q: How can we tell which are the key ingredients in a supplement, or how much is included? KH: It slightly depends on what is meant by a ‘key ingredient’, and whether it is a Feed Material (in Composition) or Additive. For Additives, it is simple, as their inclusion rate is always listed alongside. The Additives will also have numbers listed, and these are simply their relevant registration numbers. An additive might be a key ingredient without being included at a high rate. For example, selenium is essential to general health, and particularly muscle health, but is only required at very small amounts. Therefore selenium may be marketed as a key ingredient, but is never going to be a large ingredient. However, its additive listing will clearly tell you how much is included. For feed materials it is not quite so clear, but there are still legal guidelines. Legally there is no requirement to list the inclusion rates of all ingredients under the Composition section; and this is right and fair as to do so would, effectively, give away the manufacturer’s unique formulation. However there are two things you can look out for to help you advise your customer. Firstly, whilst we don’t have to declare the levels, but there is a legal requirement to list all feed materials in inclusion order from the largest down to the smallest. Take a look, and if the first ingredient is ‘Dextrose’, for example, it is principally a pot of sugar! Secondly, if an ingredient is highlighted in marketing, for example ‘With added dried rosehips’, then you are legally required to declare the level of that ingredient. The level may be included with the www.equestriantradenews.com
‘Composition’ listing, or may be detailed elsewhere on the label, but the level of that highlighted ingredient must be declared. Q: If a customer only wants to feed plant-based ingredients, is there anything I should look out for? KH: This is an interesting one, as feed materials for horses may be of animal origin, including traditional supplements such as Cod Liver Oil from fish. Joint support is an area that particularly tends to use ingredients of animal origin. Whilst this can be perfectly safe and suitable, some owners will want to avoid those ingredients, either as vegetarians themselves or they understand horses to be, and so what are their choices?
Fig 1: Ingredients on a supplement label, showing Composition & Additives sections
Glucosamine There are several types of glucosamine from different sources. For glucosamine the legislation helps you advise the customer as, legally, the label must list the source. It is particularly important here as glucosamine can be either animal origin, from crustaceans or other arthropods, or vegan from fermentation of grain. Therefore, under the ‘Composition’ heading you would expect to see Equestrian Trade News May 2024 | 25
ETN | CPD FEATURE glucosamine listed with its source. If that source is not declared you should contact the manufacturer to ask them why it is not, as it is a legal requirement. Chondroitin sulphate and Collagen For these ingredients there is some consistency as – by definition – both chondroitin and collagen are always of animal origin. For collagen, like glucosamine, there is a legal requirement to include the source of that collagen on label, often from birds. However, somewhat unusually, the same does not apply to Chondroitin sulphate. Therefore, you may not see the source declared, but it will be of animal origin, typically avian or porcine. Fig 2: Label showing legal listing of vegan glucosamine
Q: This supplement is 16% Crude Protein – is it too high for a sensitive horse or pony? KH: This is a relatively common question, particularly as protein may be elevated due to yeasts or concentrated amino acids, for example. However, where supplements are concerned, protein levels are almost never a cause for concern, as percentages alone mean nothing without also considering the feeding rate. It is a legal requirement to list protein levels on feed, which is why it should be on supplement labels. But with the concentrated feeding rates of supplements, typically only 10-100g per day, in a 10kg diet (500kg horse), the actual protein level is meaningless. For example, a 16% protein supplement fed at 24g daily provides just 3.8g crude protein. Compare that to the protein requirements of the horse, i.e. a 500kg horse in moderate work requires 768g protein per day*, you can see levels in the supplement do not impact significantly.
RAMA CPD QUIZ
Select your answers and submit them at www.equestriantradenews.com under the CPD section
How are supplements legally defined? A. POV-M B. Feed C. Additives D. OTC medicines If a supplement contains turmeric, black pepper and linseed and has an ash content of 10% what would it be defined as? A. Complementary feed B. Feed material C. Additive D. Mineral feed Where would you expect Vitamin E to be listed on a supplement label? A. Not listed B. Composition C. Additives D. Feeding instructions Which of these would not be an Additive?
A. B. C. D.
Lysine Vitamin A Brewers’ yeast Folic acid
Where is selenium particularly recognised? A. Joints B. Muscle C. Respiratory D. Hooves If a label says ‘With added seaweed’ what would you expect to see? A. Appropriate feed definition on label B. Seaweed listed under Composition as a Feed Material C. Level of seaweed declared on label D. All of the above For glucosamine sourced from crustaceans, what is the legal label listing? A. Glucosamine
B. C. D.
Conclusion
In short, feed supplements are simply regulated feeds specialized with highly concentrated feeding. We hope to have answered some of the most common questions here, but do contact NAF for any further information.
*Nutrient Requirements of Horses. 6th Rev Ed. (2007) pub: The National Academies Press
RAMA CP Questio D May 20 ns 24 ETN
Glucosamine (from fermentation) Glucosamine (from crustaceans) Glucosamine sulphate
Which of the following is always of animal origin? A. Chondroitin sulphate B. Glucosamine C. Rosehips D. Fructo-oligosaccharide Which of these would be a typical feeding rate for a feed supplement? A. 50g B. 500g C. 5kg D. None of the above What is the standard dietary intake (DM) for a 500kg horse? A. 4kg B. 6kg C. 8kg D. 10kg
Submit your answers online at www.equestriantradenews.com under the CPD section. 26 | Equestrian Trade News May 2024
www.equestriantradenews.com
BETA INTERNATIONAL NEWS | ETN
BETA INTERNATIONAL
TRADE FAIR NEWS
BETA International announces Medical Detection Dogs as Charity of the Year for 2024
B
Photos: Evie Lewis Photography, MDD
ETA International is delighted to announce that its chosen charity for 2024 will be Medical Detection Dogs, a charity that’s close to the hearts of many members of the equestrian community. Medical Detection Dogs started in 2008, utilising a dog’s incredible sense of smell to help support humans, whether this is in detecting cancer, neurological diseases, specific bacteria, and even malaria; or supporting people with complex medical conditions such as Type 1 diabetes, PoTS, Addison’s Disease and more. Working with the Bio Detection Dogs in this way is hoped to improve the speed of diagnosis for diseases, and Medical Alert Assistance Dogs continue to support people all over the country with life threatening conditions, helping to them lead more normal lives, saving lives, and also preventing many hospitalisations. The work done by the charity is groundbreaking and extensive, and BETA International is delighted to be able to provide a platform to showcase this at the 2024 event. “We are so excited to welcome Medical Detection Dogs to BETA International,” said Claire Williams from BETA International. “The charity was suggested to us by various members of the committee and when we started to research them in greater detail, we were in awe of what the charity is doing and how life changing this is. We have many pet retailers visit BETA International each year, lots of equestrian retailers stocking pet products, and there’s a real
www.equestriantradenews.com
affinity between horses and dogs which is well known. We have lots of exciting and interactive activities planned at the show with Medical Detection Dogs, and we can’t wait to learn more and meet some of these four legged lifesavers during the event too.” “As we celebrate our 15th birthday and our founder, Dr Claire Guest’s recent OBE, we have great ambition to take our work to the next level, transitioning our world leading proof of concept work in the Bio Detection sphere, to practical deployment with significant positive societal impacts,” said Ruth Lister from Medical Detection Dogs. “To do this we require transformational funding and to achieve that, we need significant exposure to the right audiences with opportunities to share our story and secure their support. Having such a high-profile opportunity as Charity of the Year partnerships with organisations
such as BETA International is key to this, and we’re all delighted to have been chosen. Both organisations share common interests and values, with none of us untouched by the conditions our dogs can diagnose or support, Cancer, Parkinson’s, Diabetes, PoTs, Non-Epileptic Seizures – the list goes on. I am sure this will be hugely beneficial to our charity and add value to the BETA International programme over the two days.” BETA International will be held at NAEC Stoneleigh from 22nd-23rd September 2024. You can find out more about BETA International and register to visit at www.beta-int.com. To find out more about Medical Detection Dogs, see www.medicaldetectiondogs.org.uk. Equestrian Trade News May 2024 | 27
ETN | BETTER BUSINESS
The right type
of rest
Elite sports can teach business-people about sustainable wellbeing and performance, says Karen Meager.
Photo: Stefan Schurr/Shutterstock.com
Rest is essential for sports professionals and business-people to recoup what is lost during performance.
W
hen you’re running your own business, you can feel constantly under pressure. There’s always something else to do. If you work in retail, you may sometimes find it hard to recharge after a busy week dealing with customers. There’s a seemingly endless supply of articles discussing the importance of taking time out and getting the right work life balance. So, how can you actually do it? I’ve discovered that elite sports can 28 | Equestrian Trade News May 2024
teach us about how to rest and, as a result, perform better. The key is to find the right kind of rest and recovery to fit your working life.
Sports performance secrets
Elite sports professionals maintain high levels of performance over time by harnessing a rhythm that combines rest with practice which leads to performance. There are interesting nuances about rest that can be useful for everyone. In elite sports, people are ‘performing’ only during an actual competition, race
or match. At other times, they are either resting or practising. They spend far longer in the rest and practise phases than performing, but what they do in the rest and practise phases is a critical part of what helps them to perform when it matters. Rest is essential to recoup what is lost during performance. Sports professionals don’t just stop when they are in a rest phase, many of them remain fairly active. However, they are ‘resting’ a few essential parts of themselves. Usually, they need to rest whatever muscles in their body are activated in www.equestriantradenews.com
BETTER BUSINESS | ETN
Rest and burnout recovery
give yourself a mental rest, do something physical or practical. You could take some walks in the fresh air between bouts of mental intensity, or build or make something tactile. If you do a lot of work alone, a rest can include participating in a group project or doing something social.
Mentally draining work People who need to focus and concentrate over long periods of time are at risk of exhaustion from the mentally taxing nature of this work. To
Physically draining work Nowadays work, for most of us, is not too physically draining, with some exceptions. However, if you work in retail, or are a craftsperson, or run events, you probably do a lot of standing and need physical rest. To understand what you need in terms of physical rest, listen to your body. What’s more, listen to it after you’ve done something physical. That’s because what we think we need is not always what we actually need. Sometimes a workout after your journey home from work will leave you feeling energised, regardless of whether you wanted to do it beforehand. However, if you feel exhausted and further depleted afterwards, it might not be the right thing for you.
their particular sport. They also need a rest from the pressure of competition. Many sports people enjoy other sports, that they do just for fun. You may know event riders who play golf, for example. Burnout is the most prominent and most frequently identified consequence of a lack of conscious rest in the world of work. When I studied burnout recovery, I noticed that people who recovered quickly might have needed complete rest initially - but soon got active again. However rather than getting active at work, they go into something that broadened their horizons. This might be an interest or a hobby. Here are a couple of examples of different types of work and what you can do to get the right kind of rest:
In conclusion
Everyone is different when it comes to energy, so any remedy to tiredness or exhaustion must be tailored. Thinking about this in terms of how your work is draining you will help you create a rhythm with the right kind of rest in it.
About the author:
Karen Meager is co-author with John McLachlan of Rest. Practise. Perform. What elite sport can teach leaders about sustainable wellbeing and performance (pictured at the top of the story). Karen holds Master’s degrees in psychology and health research. Her specialist research area is mental health and burnout in organisations. Find out more at www.monkeypuzzletraining.co.uk/ rest-practise-perform
EMPOWERING EQUESTRIAN ELITES
foot ETN | HOOF APPLICATIONS FEATURE
Best
forward
Horse&Rider’s product expert Franchesca Slack looks at the hoof products that should be on your shelves this summer
A
s we leave behind one of the wettest winters for several years, we might be wondering what the next few months have in store for us. The effects of climate change are being felt, with a pattern of wet winters and dry summers appearing to be the new trend. This seemingly slight shift in weather patterns can have a big effect on how we care for our horses and, hence, the type of products that are likely to be in demand. Among those products whose sales are affected by weather conditions are hoof dressings.
summer we will want to keep that precious moisture in, so breathable, barrier-type products could fulfil both tasks and be used throughout the year in all conditions. Any dressing should be applied over the entire hoof area itself and also along the coronet band where new horn is produced. It can also be painted on the frog, although this should be limited to once or twice a week to prevent the frog from becoming too soft.
Photos: Lumena/Shutterstock.com, CameraCraft/Shutterstock.com
Essential moisture
While the integrity and overall health of the hoof comes from within – and hoof-focused feed supplements can help with this – topical products can provide that little extra to keep hooves in top condition – and, as an added bonus, they’re also popular with customers. Essentially, because hooves are the one part of the horse that is in constant contact with the ground, they’re especially affected by conditions underfoot, whether that’s wet, dry, hard or soft, and, indirectly, therefore, by the weather and also local soil type and terrain. Hoof products come in the form of balms, ointments, oils and liquids but they all have one thing in common, which is to keep the moisture content of the hoof wall at its optimum level. In wet weather, the idea is to protect the hoof wall from becoming waterlogged, which can then lead to weakness, and it’s likely that many of the products on your shelves over the winter did just that. Of course, in the summer, we tend to have the opposite problem in that hooves can become dry and brittle, and in addition to this comes an increased rate of hoof growth at that time of year. The result is, to prevent cracks forming in the hoof wall, we’re looking to ensure the hoof remains consistently moisturised – much in the same way as you might use cream on your hands – and at the same time encourage the growth of healthy horn from the coronet band. Nevertheless, don’t forget that while during the winter we might want to keep excess water from being absorbed by the horn, in
30 | Equestrian Trade News May 2024
Shine on
Hoof dressings can come in a variety of forms, the most common being cream based in a tub or liquid in a bottle. Customers will have their personal preferences on this but it’s worth bearing in mind that many liquid products will come complete with an application brush, whereas creams and balms may not, so brushes, and potentially sponges, will need to be provided, too. Then there are the aesthetics to consider. Most hoof dressings are colourless when applied, giving the hoof wall an attractive sheen, and those that give the highest level of shine will be particularly popular during the competition season when customers want their horses to look their best. Although these highshine dressings work well on all hooves, some customers who have horses with black feet like a dressing that accentuates that specific colour, so it’s a good idea to stock a selection of those products, too.
www.equestriantradenews.com
Studs and spanners
Natural choice
When looking at hoof dressings to stock through the summer, pay particular attention to the ingredients. Natural blends, especially those containing substances such as beeswax, tea tree oil and shea butter, are becoming especially popular with customers as they shy away from petrochemicals, parabens and palm oil derivatives, among others. Tubs and bottles that can be recycled are another consideration, due to customers becoming more environmentally aware generally. Similarly, because hoof cracks can allow for the invasion of pathogens into the hoof itself, antibacterial and antifungal properties are also useful descriptions to see on labelling.
If the boot fits
When thinking about hoof products to stock, it’s advisable to consider hoof boots, as well as dressings, although these will be year-round sales rather than seasonal. These largely fall into two main categories – general use and medical. The former are used as replacements for traditional shoes, either by owners who choose not to shoe their horses or as a temporary fix for when a horse has lost a shoe or can’t wear one for some reason. Of course, if they’re to do their job, it’s important that these boots fit correctly, both in shape and size, so if you’re looking to avoid too many returns, it’s probably an area best left to a specialist supplier. Medical hoof boots, in contrast, are a necessity for many owners, and are often needed at short
www.equestriantradenews.com
With competition season upon us, it’s time to make shelf space for those studs. For customers who are first-timers, kits will provide all the equipment they need to use studs in their horse’s shoes, plus a selection of the studs themselves and rubber plugs to block the shoe stud holes for when the studs have been removed notice. They come For existing stud users, stock a variety of in a variety of types and sizes of studs for different purposes styles and designs, and surfaces, as well as plugs, replacement and some can be spanners for stud application and brushes used for turnout as for cleaning out stud holes. well as in the stable. Their function is to protect the hoof after injury and, in particular, when a poultice has been applied. Because there’s likely to be padding, perhaps in the form of a dressing, between the hoof and the boot, the Dry conditions perfect fit is not as crucial as with a general-use in the summer can boot – although, obviously, any boots should not put extra strain on be too tight or too big for the horse. As a result, it’s moisture levels in easier to stock a variety of these boots to suit horses horses’ hooves of different sizes. The simplest – and cheapest – medical boot design is like a canvas bag fastened with Velcro straps but there are also more sophisticated options made from materials such as neoprene, nylon and rubber that do up with wide Velcro fastenings or even zips. These boots are much more durable with a greater design element, and this is reflected in their price range, but, despite this, they are very useful additions to any owner’s first aid kit, especially if they have more than one horse, or for situations when the horse might have to wear the boot for any length of time. It must be noted, though, that these types of boots are not suitable for ridden work, so this point must be made clear to customers.
Equestrian Trade News May 2024 | 31
ETN | FEEDS FOR HYDRATION AND ELECTROLYTES
1
3
4
2
Thirsty work Optimum fluid and electrolyte levels are key to horses’ health and welfare – and never more so than when they’re working hard and/or the weather is warm. Here’s a host of clever products that can help. 1
Fast-soaking benefits
SPILLERS Perform & Restore Mash supports optimum condition and recovery in performance horses. The fast-soaking mash assists hydration while added amino acids support muscle health. It includes a tempting apple aroma for enhanced palatability. Using soaked feeds is a great way of getting extra fluid on board via the feed, says the Spillers brand. An added benefit is that horses fed mashes may drink more too. Soaked feeds may be especially useful for those who are fussy drinkers. Soaking feeds in advance in hot weather can cause them to ferment quickly which is not desirable. Instead, recommend to your customers a fastsoaking mash – some take less than five minutes to prepare.
32 | Equestrian Trade News May 2024
2
Excellent after sweating
TopSpec Electrolytes are designed to help compensate for electrolyte loss after heavy sweating. The high salt formula is fabulously flavoured with wildberry, significantly increasing palatability. TopSpec Electrolytes are supplied in 3kg tubs which will last a 500kg horse for 20-60 days, and economic 9kg and 20kg tubs. It is also available in 1.5kg tubs. 3
Works every time
If a customer wants to encourage their horse to drink, TopSpec Linseed Mash works every time. This highly-palatable product is brilliant for hydrating horses. It can be diluted as much as required to increase water intake. Rich in linseed and oat bran, it contains a smattering of cereal and
typically analyses at just 11% starch. TopSpec Linseed Mash has a good conditioning index of 13 MJ/kg DM. However, once soaked, this figure will be reduced as fed. The highly digestible fibre in this mash helps to promote the beneficial bacteria in the hindgut, so helps to maintain a healthy digestive system. It also promotes a shiny coat. 4
After the event
Saracen Horse Feeds’ RE-COVERY Mash supports optimum hydration after training, travelling and competing. The high fibre, banana-flavoured mash is convenient to feed in all situations to help maintain water intake in the fussiest of eaters and drinkers. The mix includes electrolytes, live yeast and vitamin E. It comes in 20kg sacks or a handy travel pouch.
www.equestriantradenews.com
FEEDS FOR HYDRATION AND ELECTROLYTES | ETN
6
STOCK UP NOW
5
Colikare
R
the must-have supplement for spring
5
Great water carrier
EquiGlo Quick Soak 10 Minute Beet is a great aid to hydration due to the water it absorbs while being soaked. When made up as a wetter feed with extra water, it can help increase fluid intake too. Created by Henry Bell & Co from British-grown, pure, unmolassed beet flakes, it is low in sugar and starch, providing an excellent supply of nonheating steady energy for working horses and ponies. EquiGlo Quick Soak 10 Minute Beet is quick and easy to prepare, taking only ten minutes to soak in cold water and five in hot. It can be used as a direct replacement for cereal-based feeds and as a partial forage replacer. 6
Make sure they’re well-watered
Providing a constant supply of fresh, clean water is, of course, the number one priority to keep horses properly hydrated. Flat-backed buckets from Stubbs
www.equestriantradenews.com
England make carrying so much easier with less water down the boots and more in the bucket! This model has been recently improved in finish and strength, while retaining the same weight and thickness. Made in tough Stubbythene, tested at minus 30 degrees C, the buckets have galvanised steel handles. No-spill solution If watering horses away from home, say in show stables or tied to the trailer, or when a temporary solution is needed, the Hook Up comes into its own. With no tools required, it works perfectly to secure the flat-backed bucket to a fence rail or tie ring. Simply pass the heavy-duty trigger hook through the webbing loop, and the job’s done. Stubbs supplies Hook Ups on header cards for fast-selling display. They’re available in black, yellow or red. The Flat-backed Bucket and Hook Up combo also works well for feeding moist mashes to help keep horses hydrated.
Our award-winning no-rinse wash is also the most economical on the market.
NEEM FLY & SKINCARE
BUY DIRECT OR BUY FROM BATTLES
www.pro-equine.com
Caring for horses naturally Equestrian Trade News May 2024 | 33
ETN | FEEDS FOR HYDRATION AND ELECTROLYTES
8 9 10
7
11
7 Returning what’s lost in sweat
Heavy Sweat from Horse First replaces salts lost during exertion and therefore can help reduce fatigue. The salt-based electrolyte supplement is useful for recovery after exercise, especially in warm weather. Horse First’s Heavy SweatNOW syringe offers convenient way to administer an electrolyte when needed, making it ideal for shows and events. The handy syringe can be used in addition to a horse’s regular serving of Heavy Sweat. 8
Hydration action station
Feeding soaked sugar beet pulp was always a good way to hydrate horses. Thanks to a unique patented process used during manufacture, British Horse Feeds’ flagship product Speedi-Beet soaks in just ten minutes compared with up to 24-hours for conventional sugar
34 | Equestrian Trade News May 2024
beet pellets. Like Speedi-Beet, British Horse Feed’s Fibre-Beet also becomes a hydrating fibre mash when soaked. Additional water can be added beyond the recommended amount to encourage even more fluid intake. 9
Dissolves in water
NAF Liquid Electro Lytes is an easy-touse liquid designed to replace the four essential body salts which may be lost through exercise, sweating or during hot weather. The product is simply added to feed or dissolved in drinking water. For horses in heavy work or during periods of extreme heat, NAF suggests feeding its more concentrated Electro Salts – and recommends a supply of clean, fresh water is readily available, 10 Fast solution
Lincoln Liquid Electrolytes is a fast-
absorbing electrolyte solution to replace essential body salts lost in sweat. It contains sodium, chloride, phosphorus and potassium, and is apple flavoured for palatability. Also available from Battles, Lincoln Re-Elect is a concentrated electrolyte paste in a handy syringe. 11
Fruity flavours
Equine America Apple Lytes are available in three easy-to-feed formulations: powder, liquid and a handy paste. They provide a balanced ratio of key electrolytes - sodium, potassium, chloride, calcium and magnesium - in a low sugar, palatable apple and cherry flavour. Apple Lytes are ideal to aid recovery and help maintain optimum performance for horse and ponies who are sweating after exercise, travel or hot weather.
www.equestriantradenews.com
RE-COVERY MASH For Optimum Hydration & Recovery
Feed As & When Needed For:
Horses & ponies training, competing & travelling Convalescing horses to mask medication or post foaling pick me up
Encouraging horses & ponies to drink & those in need of increasing thirst response
INCLUDES ELECTROLYTES VITAMIN E FOR MUSCLE FUNCTION
JUST ADD WATER... LOTS OF IT!
MESSY M GU
BANANA FLAVOUR
A
ASH
RA
D
LIVE YEAST FOR DIGESTIVE SUPPORT
100%
NTE
E
Full trade support including POS packages, nutrition training and successful social media content Area Sales Managers Sarah Rushby - Northern sarah.rushby@saracenhorsefeeds.co.uk +44 (0)7894 611 898
Rosie King - East Anglia rosie.king@saracenhorsefeeds.co.uk +44 (0)7736 881029
Kate Hayward-Smith - Midlands & North Wales kate.hayward@saracenhorsefeeds.co.uk +44 (0)7802 815 596
Lillianne Fenn - East Anglia lillianne.fenn@saracenhorsefeeds.co.uk +44 (0) 7821 660627
Lucy Pearce - South West & South Wales lucy.pearce@saracenhorsefeeds.co.uk +44 (0)7736 825571
Nic Read - Southern nic.read@saracenhorsefeeds.co.uk +44 (0)7841 045273
Email info@saracenhorsefeeds.co.uk or visit www.saracenhorsefeeds.com
ETN | SMALLHOLDINGS AND PETS 2
3
1
Small but mighty Many horse owners keep or care for a variety of other animals, while smallholders are a target audience too.
1
A whole new world of tidiness
Anyone who lives on a smallholding needs to be organised, especially when they’re nipping in and out to see to animals… Thanks to Stubbs England’s ingenious gadgets, your smallholder customers can enjoy a tidy, well-ordered life – and find things when they need them. When loaded, the Coat Hook Shelfie takes up no more space than flat-to-wall coat hooks. Yet it transforms the storage of coats, scarves, gloves, keys, woolly hats, caps, waterproofs, dog leads and collars, dog coats and brushes. Made from a strong steel construction, it’s Stubbyfine coated in five colours – black, blue, red, green or pink. A stylish alternative is the Retro Coat Peg Shelfie.
36 | Equestrian Trade News May 2024
It has similar capacity for all those bits and pieces that find their way to the back door, and comes in black Stubbyfine coated steel with classy dark waxed wooden pegs. For outside storage, the Tool Station from Stubbs England is a must. Brushes, shovels, spades, hoes, forks, loppers, rakes – this will take the lot, keeping them safely stored and off the floor. It has 25mm diameter tubular steel prongs on a 50mm wide backplate, and attaches using just four screws. The Tool Station is Stubbyfine coated in black, and is just the job for the workshop, barn or garden shed. 2
Balm for the skin
Natural VetCare Pet’Skin Balm from NAF has a long-lasting, hydrating formula. It’s ideal for use on dry skin, cracked noses or pads, cuts, scrapes and rubs.
Its gentle, natural formula is suitable for cats and dogs and makes a great moisturiser. 3
Year-round fuel for wild birds
The Henry Bell Wild Bird Care Collection offers a fabulous range of feeds and accessories to support wild bird wellbeing. Its best-selling Superior Seed Mix is packed with nutrition and energy for wild birds throughout the year. Made from a unique blend of whole wheat, red Dari, kibbled maize, black sunflower, white millet and soya oil, it is suitable for seed feeders, bird tables and ground feeding. The product is available in 1kg, 2kg, 4kg and 12.5kg size packs, with packaging made from recyclable material and featuring an attractive design for maximum shelf appeal.
www.equestriantradenews.com
The licensed veterinary poultice from Robinson Animal Healthcare
Do you fancy winning a WHOLE pallet of Pure Feed, worth over a WHOPPING £1000!!!!
The only poultice that may legally be used to treat wounds • Licensed by the Veterinary Medicines Directorate Ask for animalintex® at your local stockist, call us on 01909 735000 or visit www.robinsonhealthcare.com
Email marketing@purefeed.com to be entered in the draw now!
www.purefeed.com 01458 333 333
Follow us on Facebook & Instagram for a chance to enter our monthly competition
NEW
RAPID SKIN SUPPORT
NEW
Silver Honey® Hygienic Shampoo Combines the natural power of Manuka Honey & MicroSilver BG® Manuka Honey
MicroSilver BG®
Fast acting formula cleans and supports skin integrity and comfort. Helps to soothe even the most sensitive skin. Gentle ingredients moisturize and condition. No fragrances, parabens, sulphates or alcohol. Works with Silver Honey Spray Gel or Ointment to support minor wounds and skin irritation.
5+ UMF
NEW Silver Honey® Hygienic Shampoo
MicroSilver BG® is a registered trademark of Bio-Gate AG
absorbine.co.uk
ETN | SMALLHOLDINGS AND PETS 4
5
6
4 Dog smoothie makers win dragon investor
Husband and wife Ian and Louise Toal secured a £50,000 investment for a 35% share of their company from retail entrepreneur Touker Suleyman on BBC TV’s Dragons’ Den. The couple from Shropshire entered the den seeking support for their Furr Boost range of smoothie drinks for dogs. Louise, who for 20 years was a technical manager in the food industry, developed the products after her beagle Phoebe became unwell with bladder problems. Furr Boost overcame the problem of persuading her to take in enough liquid. The drinks, which come readymixed in cartons, contain meat, fruit and vegetable, plus oils and vitamins. They can be served straight from the container or frozen as an icy treat. The Toals said they hope to expand into supermarkets, export to more countries and launch a Furr Boost range for cats. 38 | Equestrian Trade News May 2024
7
5
For happy, healthy hens
Life-Guard from NAF is formulated to address the daily requirements and challenges faced by hens. It’s ideal for healthy chickens to retain a bright outlook, ex-battery hens and those that require a targeted approach to their health and lifestyle. Simply adding Life-Guard into their water supply enables hens to receive the benefits daily. The product supports the immune system, and helps maintain vitality and feather condition. 6
Turmeric for pets
Turmeric supplements for cats and dogs from The Golden Paste Company are tasty, easy-to-serve and effective. The brand’s turmeric root is imported from Indonesia and contains at least 5.1% curcumin, the plant’s naturally occurring antioxidant ingredient. It is said to enhance general well-being and support the body’s natural inflammatory processes. “We believe in turmeric as a
whole root rather than simply an extract because it contains over 200 components that interact together,” says a spokesperson for The Golden Paste Company. “We combine it with essential oils and spices like black pepper (piperine) to improve absorption.” 7
Fish treats for dogs
Dog Gone Fishin’ natural, tasty dog treats from Henry Bell & Co are made in the company’s own factory in Cornwall from carefully sourced red and white fish such as cod, hake, mackerel, herring, seabass, plaice, haddock and salmon. Air-dried, or baked to perfection, the treats are 100% grain-free, easy to digest and a great source of protein. They feature naturally occurring omega-3, which helps to promote healthy skin and a shiny coat, and supports joint mobility. A combination of fish and delicious herbs delivers an incredible flavour. The four Dog Gone Fishin’ ranges of www.equestriantradenews.com
8
nutritious treats come as Bakes, Crunchies, Crunchies Plus and 100% Dried Fish. They offer retailers an ideal opportunity to stock a comprehensive collection of fish treats for dogs, with heaps of shelf appeal due to their highly attractive resealable pouches. 8
For dogs on the go…
Equine America has a menu of products for dogs as well as horses. Canine Cortaflex Jointcare Ultra supports joint health and mobility in hardworking, active or older dogs. Key ingredients include glucosamine, chondroitin and hyaluronic acid, as well as collagen. Antioxidants and boswellia extract support the dog’s natural antiinflammatory processes. Canine Inflamex supports joint comfort and mobility in adult dogs of all ages. It contains plant-based ingredients such as Boswellia, marshmallow and curcumin. Canine Omega Oil provides omega 3 fatty acids from flax (linseed) oil to support the skin, coat, immune system, joint mobility and overall wellbeing.
ETN | LEGAL DIGEST
Are your website’s terms of sale compliant? Businesses should be ready for expected revisions to consumer protection law, says Jodie Seddon. Jodie Seddon is an accomplished corporate and commercial lawyer, and an international equestrian athlete.
E
questrians tend to be short on time and keen on prompt delivery; the perfect conditions for an e-commerce explosion in the sector over recent years. Consumer law in the UK is always developing so it is important to ensure that your website terms of sale are regularly checked and refreshed to reflect current law and best practice. Here are some of the key things to think about:
Who is your customer?
At the outset of any review, establish who your customer is. Does your business supply goods to consumers or trade buyers, and are they in the UK or overseas?
Consumers or trade buyers
Consumers have different rights to pre-contract information and have more rights than trade buyers in relation to cancellation, delivery and remedies for any defective products. If you sell to both other businesses (trade sales) and consumers, you need to decide whether to use one set of terms and conditions for both (which will give trade buyers more generous protections than the law requires), or apply different terms and conditions to different types of purchasers. It is crucial to ensure that any terms used in consumer contracts are fair and transparent. Terms are likely to be considered unfair if they are unduly favourable to the seller. To be transparent, terms must explain clearly in plain English what happens if the consumer purchases your goods, and what their options are if the goods are unwanted for any reason. It is not generally possible to contract out of a business’s obligations under UK consumer law. Terms which try to do so are likely to be unenforceable, and their use in itself may be a 40 | Equestrian Trade News May 2024
breach of consumer protection law. It is an important part of your business risk management to ensure the terms you use are correct and effective.
UK or abroad
It is normal for a UK business to sell goods on the basis of terms of sale governed by English law and jurisdiction. However, if your business also sells goods outside the UK, then you may be subject to consumer claims and regulatory action in that jurisdiction for breach of local laws. If you sell abroad, you should consider seeking specialist legal advice in relation to that jurisdiction.
What information must your terms of sale contain?
Certain specific information must be contained in your online terms of sale. The requirements may differ depending on the nature of the product, but the following are always necessary: • your business’s trading name, legal status and form • your business’s address and contact details, including contact details for any complaint • whether there are any delivery restrictions and how any additional delivery costs are calculated • which means of payment are accepted • the arrangements for payment and delivery, including timescales • complaints handling policy • information about the right to cancel an order, or return goods, and the time limits that apply • information about how the right to cancel can be lost • a reminder of your business’s duty to supply goods which conform with their description • details of after sales services or guarantees offered www.equestriantradenews.com
LEGAL DIGEST | ETN In addition, the overarching requirement is to ensure that your terms of sale are clear and easy for consumers to understand.
Where should the terms of sale be placed?
Developments in consumer law
The Digital Markets, Competition and Consumer Bill is expected to be enacted in 2024, and will significantly change the enforcement regime for consumer protection law. It empowers the regulator to enforce consumer protection law directly (without the need to go to court), and introduces fines of up to 10% of a business’s global turnover for breach of consumer protection laws. These measures are intended to provide a meaningful deterrent to consumer law infringement. Key areas of focus for the bill include revising the terms of subscription contracts, banning fake reviews and banning drip pricing whereby the headline price of goods does not include additional fixed fees.
Photo: insta_photos/Shutterstock.com
Your terms of sale should be easy to find, both as a link on your homepage (so they are permanently available to consumers) and during the order process. For online sales, it is a legal requirement for certain information to be provided to consumers by no later than the beginning of the order process. This means that the consumer should be able to see and read it before placing the order, without having to navigate away from the page. Specifically, information should be presented at the moment the consumer is asked to verify the order (i.e. checking the contents of the basket before clicking “buy”). I recommend using a pop-up prior to check out, and ensuring that the check-out process cannot be completed without the consumer ticking a box to confirm that they have read and understood the terms of sale. The regulator is particularly focussed on enforcement action against companies making green claims in respect of their products, as well as harmful use of web design to guide consumer choices (by AI or otherwise). The use of AI more generally within online sales is also under ongoing review, with guidance on the use of the technology in the consumer sphere expected to be published later in 2024.
To conclude
While having a strong online presence is likely to be key for your business, it is vital to ensure that the terms of sale you have in place are up-to-date, and reflect current law and best practice in this constantly evolving sector.
The regulator is particularly focussed on enforcement action against companies making green claims in respect of their products. www.equestriantradenews.com
Consumers have different rights from trade buyers.
About the author
Jodie Seddon is a Partner at Aria Grace Equine Law. An accomplished corporate and commercial lawyer, she is also an international equestrian athlete. Jodie combines her extensive knowledge of the equine industry with her legal acumen to provide sound commercial advice to equestrian athletes, owners, brands, businesses and governing bodies. She was ranked in Chambers for her work in Equine Law in 2022 and 2023.
About Aria Grace Law
Aria Grace Law CIC is the only not-for-profit corporate / commercial law firm in the UK. Its wealth-share model benefits lawyers, clients and society. Profits are donated to good causes; this year’s charity is Spinal Research.
Equestrian Trade News May 2024 | 41
ETN | FIRST AID ESSENTIALS
2
1
4
3
A stitch in time 1
“The miracle green stuff”
The original Green Oils - an antiseptic, waterproof wound gel invented by Thomas Pettifer & Co (established 1836) – is now in the Likits stable. This popular product combines the antiseptic agent chloroxylenol with natural oils to create a formula that cleanses and soothes minor wounds. From cuts and abrasions to scratches, grazes, burns and rashes, Green Oils has versatility and remarkable properties. “It has become a staple in many tack boxes, earning the affectionate nickname of ‘the miracle green stuff’ due to its exceptional effectiveness,” says Lindsay Gall from Likits. 2
That trusty box
A good first aid kit container is damp42 | Equestrian Trade News May 2024
proof, rodent-proof, roomy, strong and easily visible. The permanently marked First Aid Box by Stubbs meets all those criteria. It safely stores first aid kit for horses and people – and its steel reinforced lid is strong enough to stand or sit on too. Made from seriously tough Stubbythene moulding, it makes a longlasting and reassuring fixture in any tackroom. 3
The benefits are clear
Derma Gel is an isotonic herbal skin hydrogel with a gentle yet effective action to support minor wound healing. It promotes a moist environment and, due to its protective film effect, can be used without a bandage. The clear gel enables wounds to be monitored.
Derma Gel is suitable for use on all animals. It comes in a handy tube or spray and is available from Equine America. 4
The only licensed poultice
Animalintex from Robinson Animal Healthcare is the only VMD (Veterinary Medicines Directorate) licensed poultice available in the UK. The versatile product can be applied as a wet, hot or cold poultice, or as a dry dressing. It contains boric acid, an antiseptic which minimises infection and re-infection and promotes healing. Animalintex also contains the natural poulticing agent tragacanth. When activated by water, this draws out dirt and infection, reduces inflammation and creates a clean area for wound healing. A cold, wet Animalintex can be www.equestriantradenews.com
FIRST AID ESSENTIALS | ETN
5
7
8
6
Keep a good stock of effective first aid products, and your customers will be forever grateful.
refrigerated before applying to sprains and strains. When dry, it can be applied directly to a wound as an absorbent dressing. 5
Under starter’s orders
The Hy Equestrian Equine First Aid Starter Kit is a useful addition to the tackroom or horsebox. It contains a pack of three hoofshaped poultices, two Sportwrap bandages, 250ml Purple Spray and 500ml Scrub in a green drawstring first aid bag. The Hy Equestrian Equine First Aid Starter Kit is available from Battles. 6
Zinc based cream
Omnimatrix from Vita Animal Health supports all stages of wound healing. www.equestriantradenews.com
It combines zinc oxide and herbal extracts and is safe to apply to ears, face and body. This versatile product can be used as a standalone wound cream, or alongside other topical applications, with or without a bandage. Omnimatrix also works as a barrier cream when applied to skin areas which are repeatedly aggravated. It’s available in two sizes, 20g and 60g. 7
Keeping wounds clean
NaturalintX EquiCleanse from NAF is designed for safe, effective wound management. Proven to kill 99.9% of all known germs, EquiCleanse is formulated from naturally powerful grapefruit seed extract.
Used neat or diluted in water, it offers a veterinary level of hygiene when cleansing minor wounds or caring for superficial skin irritations. 8
Multi-use cleanser
Lincoln Equo-Scrub is an antibacterial skin cleanser which can be used as a general skin disinfectant. Ideal to clean minor wounds, grazes and stings, it contains chlorhexidine. Lincoln Equo-Scrub comes in 500ml and four-litre containers. CUSTOMERS SHOULD AWAYS BE ADVISED TO CONSULT THEIR VET IF THERE’S CONCERN FOR A HORSE’S HEALTH OR WELFARE.
Equestrian Trade News May 2024 | 43
ETN | BITS AND BRIDLES FEATURE
Headed for
comfort
Photos: Bliss of London, Neue Schule Ltd, Premier Equine, Shaws Equestrian, Zebra Products Ltd
Qualified bit and bridle fitter Olivia Turner looks at current trends – and governing body rule changes – relating to bits and bridles so you can meet your customers’ needs
Fairuza Bridle from Bliss of London, designed to remove pressure from specific areas of the head.
T
he bit is a vital connection between rider and horse, and the majority of riders will give great thought to ensuring their horse is comfortable in the mouth and, therefore, able to work to the very best of his ability. This is because, when a horse has the right bit, he will be soft with some salivation and light in the hand, allowing for a true partnership to then be created between him and his rider. It sounds wonderful, but, unfortunately, it’s not as simple as that. There’s a huge variety of bits
44 | Equestrian Trade News May 2024
out there to choose from, which means, apart from perhaps the extremely specialist types, it’s advisable, as a retailer, to offer as wide a selection of bits as possible in the space you have available in addition to the ever-popular basic fixed and loose-ring snaffle styles. Furthermore, because bit fitting is as much an art as a science, striking up a good relationship with a qualified bit fitter in your area will bring customers to your door, reaping benefits for you both. Remember, you can’t do better than local referrals and recommendations.
www.equestriantradenews.com
BITS AND BRIDLES FEATURE | ETN Keeping options open
Bits vary enormously in price, according to brand, complexity, material and design, but it’s an area that’s split both ways when it comes to the amount of cash customers are prepared to spend. Many are very happy to pay more for the top-named brands to ensure they’re buying good quality and a well-made product, but an equal number will ask for the cheaper versions on the market. As a result, when looking at stocking, it’s a good idea to consider all the options and stock accordingly, unless you know for sure expensive or cheaper bits will not sell in your location. The top brands customers favour currently include: • Neue Schule • Sprenger • Bomber • Fager • Myler • Trust Of course, horses are individuals and what suits one won’t necessarily suit another. Equine mouths come in different shapes, sizes and conformations, as do tongues and teeth, and these will have a bearing on the type of bit suitable for any particular animal. Add to this the horse’s personal preference and it’s quite a complicated picture. It’s hardly surprising, then, that many riders like to hire bits to try at home prior to making a purchase, and if you’re in a position to do so, it could be a service worth offering.
Solving the issue
There will always be horses, however, who have bitting issues and these can be exhibited in a number of ways, such as evading the bit, setting the jaw or pulling. Often, it’s simply that these horses have the wrong bit and changing to one that’s more to their liking can make a huge difference. With this in mind, there are several products on the market that are proving very effective and they include: • Neue Schule Demi Anky has been increasing in popularity among some of the top dressage riders who wish to go back to a simpler, singlejointed mouthpiece, without the complication of lozenges, to obtain a better, more consistent feel down the reins. This bit works very well as a bridoon in doubles and the Hunter D ring option
•
•
•
•
is effective for strong horses who want to rush through the hand, as it encourages them to soften and work through the body but without the need for a stronger bit. Neue Schule Turtle Top creates an even distribution of pressure across the mouth that encourages horses to seek the contact forwards and relax into the hand. It’s a good option for working horses in a longer frame, as it offers more flexibility in the application of pressure than a fixed, solid mouthpiece. Barrel mouthpieces – such as Bombers 30 barrel and ported barrel, Myler MB04 mouthpiece and Horsemanship Saddlery and Expert Bits barrel mouthpieces – remove the squeeze of a standard jointed mouthpiece and this can quickly help settle a horse who’s worried about bit pressure or has a number of oral evasions. Fager Maria baby fulmer with its cheek provides stability with the softness of a loose ring. The lightness of the titanium helps many horses settle in the contact. Sprenger Flex Control creates a spongy feel to the contact and bit pressure, without being too sharp, and this can help horses soften and take a contact forwards. It’s perfect for horses who are heavy in the hand or who would otherwise lean on a barrel mouthpiece.
Today, horse comfort is top of the agenda when it comes to selecting tack www.equestriantradenews.com
Neue Schule Turtle Top Loose Ring
Myler 04 Low Port Comfort Snaffle on a plain eggbutt cheek
Sprenger Flex Control
Correct sizing
The majority of horses range from 4.75” (120mm) to 5.5” (140mm) in bit size but it seems that most have smaller mouths than you’d expect. In fact, many breeds, such as warmbloods, are presenting with very small mouths and, therefore, are in need of smaller bits but with standard size (i.e. not pony size) cheeks. This means having ¼” sizes in stock is very helpful, as it allows for greater fine-tuning to achieve the perfect fit.
Equestrian Trade News May 2024 | 45
ETN | BITS AND BRIDLES FEATURE
Bitting rule changes
For anyone competing, it’s important to be aware of the changes to the British Dressage and FEI rules on permitted bits. While essential for affiliated classes, these rules can filter down into non-affiliated competitions, too, and they affect both dressage and dressage phases of multi-discipline events. Although most are still allowed for showjumping and cross-country, the bits affected by the rule changes and now not permitted for dressage include: • Bits with plate links – these have the effect of a tongue plate, such as Bombers control plate and Fager Carl mouthpiece. The rules state a French link mouthpiece is legal while a plate link is not but are unclear on the distinction, implying traditional
Premier Equine Abriano Anatomic Double Bridle
•
• •
•
French link mouthpieces are fine to use but modern versions with flat central plates are now banned. Loose ring bauchers or hanging cheeks – this mainly covers the Fager loose baucher cheek and also includes hanging cheeks with a rotating arm, such as the Bombers DC cheek. Bits with a flexible cable running through the centre, including Bombers Cable mouthpieces. Loose-ring sleeve bits with wings or shaped sleeves that extend beyond the shape of the ring itself, e.g. Stübben Golden Wings. Loose-ring tubes are still permitted, however. Wavy mouthpieces under British Dressage rules but these are allowed for FEI competitions. They include
the Shires Equikind Ripple and Acavallo wave mouthpieces. • Fager mouth corner bit tape that forms a bit guard is not allowed but bit wrap or bit tape– e.g. latex or rubber – that covers the mouthpiece is permitted. • Rotating mouthpieces for weymouths, to include Myler and Bomber weymouths with a barrel mouthpiece. • Rotating arms or rotating mouthpieces on weymouths, e.g. swivel-cheek weymouths such as the Sprenger revolving weymouth. For more information on permitted and banned tack and bits, visit the FEI website page at tack.fei.org
Bridle business
Today, horse comfort is top of the agenda when it comes to selecting tack and this includes bridles as well as saddles, so much so that customers will actively seek out the brands that specifically offer it. So-called anatomical bridles are increasing in popularity and customers will be particularly keen on shaped and padded headpieces that fit well around the poll region, without exerting undue pressure, and allow sufficient room between the ears and the headpiece itself. Similarly, there’s a trend for shaped and padded nosebands, with cavesson, grackle and crank or Swedish nosebands maintaining popularity, while drop nosebands are rapidly becoming a thing of the past as demand drops away. Shaped browbands are also good sellers, as they’re not only comfortable for the horse but also aesthetically pleasing on the horse’s face. They come with and without diamanté! Like the drop noseband, the throatlash is also becoming a less popular bridle part as riders seek to have fewer straps around their horses’ heads and, in fact, some bridles, including some of the PS Sweden bridles, are actually made specifically without a throatlash. Although there was some debate over this, British Dressage currently allows dressage riders to compete at national level without a throatlash if the bridle was manufactured that way, whereas, in contrast, FEI rules do require a throatlash in dressage unless the bridle has a combined noseband or is a Micklem bridle. Again, price point is important but some of the cheaper bridles are of surprisingly good quality and appearance, incorporating a thoughtful design that also provides a good fit. For the overall look,
46 | Equestrian Trade News May 2024
flat leather is currently more popular than rolled and black scores over brown so these are further aspects to take into consideration when putting in your orders. It’s also worth bearing in mind that when adding separately purchased brow and nosebands to bridles, it’s easier to match black leather than to try matching browns.
Perfect fit
With fit being paramount in customers’ minds, many now look to customise their bridles by buying the parts separately, so offer a good selection of these in different sizes to allow for the building of off-the-shelf bridles that are almost bespoke to suit individual horses.
www.equestriantradenews.com
REPORT | ETN
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. Five years ago...
Twenty years ago...
In May 2019, ETN reported:
In May 2004, ETN reported:
Ten years ago...
Thirty years ago...
In May 2014, ETN reported:
In May 1994, ETN reported:
• Blue Chip Feed began supplying the trade directly for the first time for some while under a new team led by Laura Cackett and with founder Clare Blaskey still at the helm. • LocalRider Magazine stopped appearing in print but was to continue online. Fiona Rafferty, editor of the title since its launch in 2002, said the move had been “a difficult decision.” • Lincolnshire based slowfeeder haynet supplier Trickle Net scooped a £10,000 prize via a business accelerator programme. • Nicky Fletcher, the managing director of Equisafety, was interviewed by Jeremy Vine on his BBC Radio 2 lunchtime show. Nicky reminded motorists to slow down for horses they meet on the roads – and thanked those who do.
• Vicki Black retired from NAF after 28 years with the company as UK sales manager and then a director. Meanwhile, well-known agent Brian Pullen closed his order book. • British icons Barbour and Land Rover launched a joint clothing collection. The Barbour for Land Rover range featured tartan, wool knits and matching luggage. • Writers of Letters to the ETN editor wondered if the new dial-fit helmets “flew in the face of correctly fitted hats” and questioned a supplement company’s pledge to supply bricks-and-mortar stores only. • Joules opened its latest new store in Fareham, Hampshire. • Zoetis, manufacturer of Equest and Equest Pramox, introduced a larger wormer syringe so that big horses of up to 700kg could be wormed much more conveniently. The maximum weight treatable with the old syringes was 575kg. Zoetis said that under-dosing was a major contributor to the growing threat of resistance. • Trilanco appointed David Haig as UK sales manager. David had worked for the wholesaler for more than 12 years, and was previously its northern area sales manager.
www.equestriantradenews.com
• Robert Eustace said his company Equi Life would no longer be importing and distributing Farrier’s Formula into the UK. Instead, Equi Life was launching a ‘new generation’ supplement called Formula4 Feet, developed in collaboration with Dr David Frape. • Horse owners were reminded that, by law, they must have passports for each of their horses by the end of June 2004. • Blair Craig joined the All Time Wholesale sales force. Blair had covered the south-west of England for Battle, Hayward & Bower for a number of years before switching roles to promote Royston Products and the William Funnell range to retailers. • Top polo coach Claire Tomlinson, fresh from her appearance on Channel 4’s Faking It, said Shires’ fleece coolers were among her favourite products.
• Retailers were invited to have their say in the running of The Horse Show, planned for the following Easter at Wembley. The organiser was Ed Parker, formerly Sanyo’s man when the brand sponsored Harvey Smith’s show jumpers. • The British Embassy asked BETA to source expressions of interest in supplying the Far East’s fast-growing equestrian market. Sought-after products included drover-style waterproof coats suitable for hot climates, stretch cotton jodhpurs, fly repellent – and 19 riding horses. • David Johnson returned to Thorowgood Saddlery as a director having left four years previously to join Clover Saddlery. “We are very pleased he has chosen to come back,” said Ruper Fairfax, director of Thorowgood, manufacturer of synthetic saddlery in Walsall. • Dressage rider Emile Faurie was named Equestrian Personality of the Year at the 37th Martini Awards.
Equestrian Trade News May 2024 | 47
ETN | RETAILER PROFILE
Sky’s the limit
for the dream team
Emma Hendry, owner of Hendry Equestrian, and her close-knit retail team tell Deborah Hayward how working together helps to keep the business ahead of the game.
W
hoever coined the phrase ‘teamwork makes the dream work’ must surely have known women like those running Hendry Equestrian, a thriving retail business based in Dunbar, East Lothian. Emma Hendry, Katie Smith and Eilidh Jervis have successfully grown the bricks-and-mortar store, with its e-commerce website, to be a powerhouse of product and sales in the world of riders and horsey enthusiasts.
Getting started
Will Hendry, Emma’s husband, originally came up with the idea of an equestrian retail store back in 2018, following nicely on the heels of their equestrian stud and competition yard. Although he was the one credited with this brilliant flash of inspiration, it was Emma who adopted the plan and worked to bring it to life. She 48 | Equestrian Trade News May 2024
runs the shop and website together with her team while Will concentrates on different areas of the family business. The store was created from a purpose-built shed on their farm with its handy location – only five minutes from the A1, around 40 minutes to Edinburgh and Berwick-upon-Tweed, and about ten minutes to the beach. “Although we are based on a farm, you wouldn’t really know it,” says Emma. “You arrive at the shop first when you come down the drive. If you keep going, you will find the stables and, if you go further down the track, there’s the farm. Will and Emma live on site with their two daughters Ellie (4) and Pippa (two-and-a-half) and eleven-year-old son William. “My two girls think it’s great having a shop on site. Ellie in particular loves asking people if they would like to look around ‘her’ shop,” laughs Emma.
Katie Smith, Emma Hendry and Eilidh Jervis combine experience, enterprise and tech savviness to make Hendry Equestrian a thriving bricks-and-mortar and online success in Dunbar.
www.equestriantradenews.com
RETAILER PROFILE | ETN Finding suppliers
Katie, who also lives on site, and Emma have been friends for years and her previous experience in equestrian retail made her an attractive addition to the team, so she was invited aboard from the start. She is affectionately described by Emma as the “lady with spinning plates.” The pair made their first buying outing to BETA International to stock the fledgling store. “It was pretty hard to get suppliers back then, as there were more shops around here,” says Katie, “but we started with Zebra Products, Charles Owen, Horseware, Champion and Shires, and we got our feed from Armstrong Richardson. “We have continued to add to our range over the years and now have brands such as Equiline, Ariat, Pikeur and Samshield.”
Catering for customers
Riders come from a wide area to visit the store. “We have a good mix of products and our target market is everybody,” explains Katie. “We have riding club, Pony Club, event riders, showjumpers and dressage riders, and we have a really big livery yard on the Edinburgh side. “Before I moved to Scotland, I’d run a shop in Kent for years and there were shops within 20 minutes of you. Here, it is very different, as there is nothing around. Everybody comes here, so you have to have something for everybody, which is exactly what we try to do.
The Hendry Equestrian store, in a purposebuilt shed, constantly adds to its wide-ranging stock.
“We always make sure we offer the basics, too, especially for those who are learning. “There’s a lovely riding stables near here that offers lessons and hacking on the beach. They always send people our way. We even had a group of Americans turn up to buy riding hats and boots so that they could enjoy a beach ride.”
Emma, husband Will and daughters Pippa (left) and Ellie are all keen equestrians.
www.equestriantradenews.com
An online offering
A website was set up at the same time as the physical store opened its doors, but as the business grew it quickly became overwhelmed. “In the end, it stopped running properly, so we left it where it was,” admits Katie. The arrival of tech-savvy Eilidh soon brought an upturn in digital capability, though, as she turned her full attention to ensuring the store’s new e-commerce platform and social media channels ran to full capacity. “I had lots of experience with websites in my previous jobs, so I have been able to help and teach Emma and Katie how to use it,” says Eilidh. Helping one another out extends throughout every corner of the business. “We all muck in together,” says Emma. “On Black Friday, we raked people in from the farm to get the items packed and sent out. It looked just like Santa’s grotto here.” Eilidh’s TikTok videos have also led to increased sales. “Over the past few weeks, I’ve started to really use the platform and it has made a massive difference to orders,” she says. “I feature Will, Emma and the horses on the yard because it gives us something really interesting and a little bit different from the usual suppliers’ photos. People love to see the horses and Will riding.” Emma adds, with a laugh: “Will loves doing the TikToks while I run around after the children. He did one wearing a show jacket and, when he clapped his hands and spun round, he was wearing a different outfit.”
Equestrian Trade News May 2024 | 49
ETN | RETAILER PROFILE Spreading the word
The team adopts a creative approach to promoting both sides of the business and its products. In addition to social media, which includes Facebook and Instagram, they have several sponsored riders, including British showjumper Sandy McLean, take a mobile shop to equestrian events – including the Royal Highland Show – organise special in-
ETN asks Team Hendry Equestrian…
Emma, do you have any other regular support in the shop? Yes, Caitlin Langland is our Saturday assistant. She is studying to be lawyer. What’s your retailing superpower? Emma: Creating a really welcoming, happy vibe for customers to enjoy the shopping experience. Eilidh: My social media skills and designing Samshield hat builds. Katie: I’m bold and brave with the buying. What’s your biggest retailing challenge? Katie: Trying to find products that fit the market and are good value and a good price.
store events and use their own riding activities to fly the flag for Hendry Equestrian. “We really make sure that our name gets out and about,” says Emma. “We go to showjumping events down south where my son, William, is also competing. “Last year, we went to the PoP Festival at Aintree, where we sponsored a class. There was four days of pony chaos and Eilidh: Seasonal stock – summer stuff is coming in, but it’s freezing at the moment. Emma: It’s costly to have so much money tied up in stock. What do you love most about retailing? Emma: Hosting special events that bring all the riding community together. Katie: The relationship with our customers. Some will only deal with me. Eilidh: Being able to make a difference with great photographic opportunities for our social media channels. Emma’s horse, Tyson, makes a fantastic model. Do you ride? Katie: I have ridden since I was small and trained as a BHSAI after I left school. I have two horses and compete
Classifieds
in dressage. Emma: I grew up with ponies, jumped BS and competed at quite a high level. I now have two horses on whom I compete. Eilidh: I have ridden since I was seven. I no longer own my own horse, but ride Katie’s every week. What do you like to do when you’re not working? Katie: I like to walk my dogs, Sprout, a Jack Russell, and a Bichon cross called Charlie, on the beach. I also like to go out into Edinburgh. Eilidh: I love spending time with my children and my spaniel, Blaze. Emma: It’s great to spend time with the family and the ponies. Ellie has Snowy and Pippa has Dinky – the closest thing to a Thelwell pony that you will ever find.
Coming soon in
FOR ADVERTISING ENQUIRIES contact Evie Edgar on tel 01428 601031 or email etn@djmurphy.co.uk
JULY/AUGUST 2024 Feeding – balancers gallery
Stable equipment
Thinking of selling your business?
gallery
Safety
European Company wishing to establish foothold in the UK Equestrian market seeking acquisition of a well-established UK retail company, preferably with strong online presence.
gallery
Minimum current turnover of £1,000,000. Must have a strong management team eager to expand their current business as part of a larger organisation.
feature
Other business types in the Equestrian sector may be considered.
Bedding
To get involved with the features, contact: Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk
Contact in confidence to equestrian.acquisitions@gmail.com.
To submit editorial for the galleries, send approx. 200 words plus a j-peg image attached to an email (not a link) by 22nd March to editor@equestriantradenews.com 50 | Equestrian Trade News May 2024
www.equestriantradenews.com
Photo: Artazum/Shutterstock.com
CLOUD POS ECOMMERCE
fun, and it was a great way to get into the pony market. We also have Katie, who does a lot of dressage and knows so many people. “We never thought the business would grow so big and we want to keep it that way. I would like to focus on ensuring that more people know about us by going to bigger shows and working to make the website even busier.”
BETA International 2024 Sunday and Monday 22 – 23 September
NAEC Stoneleigh, CV8 2LG
Main Sponsor
VISITOR REGISTRATION NOW OPEN! SCAN THE QR CODE BELOW TO SECURE YOUR FREE TICKET
WHERE THE EQUESTRIAN INDUSTRY MEETS TO DO BUSINESS For information on booking a stand please contact sales@beta-int.com | or call +44(0) 1937 582111 | www.beta-int.com
FREE SHIPPING
NO WAITING
Direct shipping Always in stock Monthly offers Expert advice
Online and social media support Staff training & POS Nationwide advertising campaigns
Any questions? We’re happy to help at any time: T: +44 (0)28 3084 8844 E: info@horsefirst.net