Equestrian Trade News
November 2012 T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y
Volume 36, No 11 Monthly
: S U PL
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BEAT THE BIG BRANDS
Take control of your sales space HAVE YOU GOT THE FIBRE POWER?
Focus on forage
2013 17-19 February 2013 NEC, Birmingham, UK
ETN is the official media partner of BETA International
... the magazine for the industry, about the industry, by the industry
CONTENTS
NOVEMBER 2012
Comment
NEWS.........................................................................4
A NEW global study into shopping habits reveals a new type of consumer. These savvy shoppers shun quality and brand loyalty in favour of using technology to research the cheapest prices and best deals. Researchers define this new breed as Strategic Savers. Within the group, they identify Penny Pinchers, including the genuinely hard-up, and Opportunistic Adventurers who get a thrill from bargain hunting. Encouragingly, 28% of the population aren’t concerned about saving - or even about price at all. The study points out Quality Seekers - individuals who buy on quality alone, Habitual Sprinters who always default to a handful of tried and trusted brands and Passionate Explorers who simply love to shop regardless of price. The research by shopping agency Arc surveyed 13,000 consumers, 2,000 of them in the UK, so we can only assume it’s reasonably robust. Equestrianism has its Strategic Savers, of course – but judging business being done at Horse of the Year Show last month, Quality Seekers make up a very healthy proportion of our customers.
PRODUCT NEWS .....................................................12
ETN goes out of its way not to patronise you, dear readers. However, you might be interested to hear some cracking quotes from Kelly Newbold, owner of Gosport based retailer The Natural Pet Pantry. She was asked by Pet Trade Xtra to reveal the secrets of her success after winning Retailer of the Year at the Pet Industry Awards. For any retailer, knowing your products inside out and what will suit each customer is a pretty standard requirement. But Kelly takes it a step further: “We treat every single customer like they are our only customer.” She goes on to explain: “We have built respect and friendship purely by being honest with our customers....I put the health and well-being of any [of their] animals that come into the shop before profit and selling.” Another gem from Kelly with which all retailers will identify: “We don’t get greedy and we work very hard and very long hours.” And finally (and I won’t say I told you so!): “I'm a great believer in the fact that you never stop learning.”
THERE was a time when the equestrian trade was considered a bit fuddy-duddy, old fashioned and cliquey in so far as it appeared to be run by an old boys’ network. If you still believe that to be the case, take ten minutes to read about Victoria Highfield in our Retailer Profile in this issue. At just 23, she’s got ideas and energy in abundance. Victoria’s just joined BETA too, and if ever there was a chairman of our trade association in the making, it is she...
Liz Benwell
LETTERS .................................................................10
SPONSORS & SHOWS .............................................16 HERBS & TREATS How herbs are making a comeback............................17 Products and major players.......................................18 NEWS FEATURE National Minimum Wage: are you paying your dues? .....21 RETAILER PROFILE Penny Richardson meets Victoria Highfield ...............22 2013 BETA BUSINESS AWARDS Nominate your favourites for equestrian industry accolades.....................................................24 BOOTS, SOCKS & GLOVES COVER STORY Products to beat the chill, plus retail tips ..................26 DOGS AT WORK Meet the trade’s hard working canines ......................31 PEOPLE Celebrating weddings, births and new jobs ................32 FIBRE POWER COVER STORY Forage: when isn’t it enough? ....................................34 Latest launches and hay replacers.............................37 BETTER RETAILING COVER STORY Don’t let big brands dominate your store ...................43 SADDLERY MATTERS Ken Lyndon-Dykes considers adjustable saddles .......44 COUNTY COURT JUDGMENTS................................46 FRONT COVER: From Tayberry’s new AW12 collection, the Laurel sweatshirt comes in soft brushed cotton with a funnel neck. It’s available in plum and magenta, sizes S-XXL, RRP £39.99. The suede upper Snow Boots have washable, detachable liners; available in chocolate, sizes 3-8, RRP £49.99. For more information see www.tayberry.co.uk
Hunting still fills tills AS THE new hunting season gets underway, retailers have been reporting steady sales of related clothing and equipment. Autumn hunting got off to a late start, thanks to the delayed harvest. But the sport –albeit in post-ban format - continues to provide a useful revenue stream for the trade. Tower Farm Saddlers near Rugby, Warwickshire, has a strong hunting customer base. In fact, says Jess Hewson of the store, it’s attracting new customers. “Last year we got a lot of ‘Wynnstay Hound and Child’ by Tracy people in who hadn’t been hunting before and many of Broadbent from North Wales them tend to be middleaged. They want the traditional wool hunt coats, but they are now more safety conscious and are looking for proper safety hats.” Indeed, while the annual excitement of the opening meet remains unabated, top hats and bowlers are more likely to be found on the top of the wardrobe than hunt followers’ heads. Some of the country’s smartest hunts are to be found in Cheshire, but that doesn’t mean to say participants splash out unnecessarily. “We have a big hunting client base, but they wouldn’t be the biggest spenders,” said Sasha Aldersey at Edgmere near Malpas. “They buy velvet covers to put over crash hats and machine washable breeches, Gorringe are popular.” When it comes to tack hunting is definitely a ‘no bling zone’. Added Sasha: “They want saddle shaped, plain numnahs either sheepskin or PolyPads. Bridles are quite plain too.” At S. Milner & Son near Melton Mowbray, in prime Leicestershire
hunting country, the giving of advice is as important as selling of clothing and equipment. “People come in, say they’ve just got a new horse, want to go hunting - and can we kit them out,” said Katie Bailey who works in the shop. “Often, these customers are from London and keep their horses at full livery in Leicestershire just for the hunting.” Katie says it’s satisfying to help a client choose the correct hunting gear – from coat to whip, ‘A February morning with the Axe Vale’ by Lewis boots to breeches Gillingham (17) from Honiton, Devon. – and explaining what they need to meet what remains a strict dress code. “The etiquette of hunting is still upheld, and that’s good because it means the standard of turnout is kept very high,” added Katie. At this time of year, popular items for the hunting crowd to buy at Milners include hunt shirts, hunting whips – which rather suggests newcomers as die-hards own a whip for life – and breeches in soft shell with fleecy linings, Pikeur and Tally Ho being popular brands. • To celebrate the start of a new hunting season, ETN is pleased to publish two stunning images by the joint winners of an amateur photographic competition run by the Countryside Alliance.
ADVERT INDEX
Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales @equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111
4 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526
Academy of Master Saddlers ........................................33 Allen & Page ...............................................................36 Animal Health Company ..............................................15 Animalife ......................................................................3 Baileys Horse Feeds...................................................OBC BETA International .......................................................27 British Horse Feeds ......................................................35 British Horse Society ....................................................12 Buffera Ltd ..................................................................28 Classified ....................................................................45 Equestrian Vision...........................................................6 Exo2 ............................................................................23 Finest Brands International ..........................................IFC GWF Nutrition ...............................................................7 Hilton Herbs ................................................................19 HorseHage ..................................................................39 B Jenkinson & Son .......................................................11 Life Data Labs Inc ..........................................................6 Likit.............................................................................18 Net-Tex .......................................................................13 Northern Crop Driers....................................................40 Pelgar .........................................................................41 Polyequestrian...............................................................9 Saracen Horse Feeds....................................................14 Sherwood Forest Ltd....................................................29 Snowhill Trade Saddlery..............................................IBC South Essex Insurance Brokers........................................5 Trident ........................................................................38 Web Directory .............................................................46 www.britishequestriandirectory.com.............................43
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Wormer advertising to be banned ADVERTISEMENTS for horse wormers are to be banned from consumer magazines from October 2013. The blanket ban on magazine and internet advertising to the equestrian public refers to all veterinary medicines, including wormers, that require a prescription from a vet or SQP (suitably qualified person). Changes to the rules on advertising veterinary medicinal products have been imposed by the European Commission and will be implemented by government agency the Veterinary Medicines Directorate (VMD). The updated regulations also mean that antibiotic products can no longer be advertised to farmers or ‘professional keepers of animals.’ The amended directive appears to be adopting a policy similar to that applied to human medicine legislation, where medicines may only be advertised to healthcare professionals and not to patients. It comes at a time of increasing pressure on prescribing habits and growing concerns about resistance to drugs, including wormers. Both factors are thought to have influenced the prohibition of the advertising of prescription only veterinary medicines to the general public.
Gift firm to drop ship for Christmas
GIFTS wholesaler Your Gift Horse has launched a drop ship programme with Christmas in mind. The scheme allows retailers to take orders online or in-store and have the goods shipped directly to the customer. The first products to be included in the scheme are the cold cast bronze sculptures (pictured), similar to those Your Gift Horse supplies to Horse of the Year Show (HOYS) as trophies. “With 17 sculptures in the range, including the new dog designs, it’s almost impossible for a shop to display them all. Now there’s no need to miss out on sales,” said Christina Jones of Your Gift Horse. “Retailers can simply place an order through our website and we will deliver the goods to their customers on the next working day.”
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“It’s fair to say that wormers have become more freely available and that the internet is quite hard to regulate” said a spokesman for the Veterinary Medicines Directorate (VMD). Earlier this year VMD introduced an accreditation and monitoring scheme for ecommerce sites supplying wormers. The ban on advertising to owners/keepers of horses (consumers) includes any medicines from the POM-V or POM-VPS categories. A POM-V may only be prescribed by a vet following a clinical assessment of an animal. POM-VPS may be prescribed by any Registered Qualified Person (a vet, a pharmacist or SQP); clinical assessment of the animal is not required but sufficient information about the animal and the way it is kept must be known to the prescriber.
ETN can continue carrying wormer ads. The blanket ban on wormer advertising affects all media in the equestrian market except those with readers qualified to prescribe veterinary medicines ie. vets and SQPs. As such, VMD has confirmed that ETN is exempt and will continue to carry advertisements for wormers. ETN runs trade AMTRA accredited CPD feature three times a year which enable SQPs to maintain their qualification to prescribe wormers.
More free trade fair coach travel
2013
BETA International’s free coaches are 17-19 February 2013 NEC, Birmingham, UK back for 2013 with an extended service to the show. There will be coaches leaving Norwich, Ipswich, Peterborough and London joining those travelling from Exeter and Carlisle. The luxury, 25-seater vehicles from The Anderson Travel Group and CoachMarque will leave early on Sunday morning with pick-up points en route to the NEC, Birmingham. An extra coach will travel from Exeter on Monday, providing an additional opportunity for a day visit to the show, as well as collecting retailers who have been passengers on the previous day. “Putting on a free coach service shows how much we value our visitors and, by introducing additional collection points from different parts of the country, we are responding to increasing demand,” said Claire Thomas, commercial manager of BETA International organiser EMC. Early booking is advised. Visit www.beta-int.com, go to Visit in the menu bar and select Free Coach Service, before clicking on the link indicated to make a booking. A timetable helps visitors find their nearest collection point. Passengers will receive free goody bag from main sponsor Virbac Animal Health. For more details, contact Lynn Pattison, tel 01937 582111 or email tradefair@beta-int.com
“Successful year” for Society of Master Saddlers AN INCREASE in membership, a manufacturers’ showcase, seminars and educational days were reported at an upbeat Society of Master Saddlers (SMS) AGM. Held at The Institute of Creative Leather Technologies, Northampton University, the meeting was followed by a tour of the institute’s tannery and research facilities. The membership was up on last year’s, chief executive Hazel Morley told the meeting. “[It’s] made up of retailers, manufacturers, allied trade and affiliates, as well as individual members and overseas members, with UK and overseas qualified saddle fitters registered with the SMS. “They are very promising numbers and a pleasing retention rate in these difficult times, hopefully demonstrating that members really appreciate the support of their professional body.” In response to members’ views and suggestions, the society held an educational seminar with lectures on social media for businesses, an update on the work the saddlery team carries out for World Horse Welfare in developing countries, an insight into the Farriers’ Registration Council and a demonstration by the Kings Troop RHA gun team. During the year, the society has held two Manufacturers’ Showcase events, its annual competitions, the BETA International saddlery competition, saddle fitting courses, a refresher day and a side saddle education day. “The executive committee’s major task this year has been to carry out a strategic review of the society which has been undertaken and a number of new initiatives already put in place including increased social media and marketing activity,” said Hazel. Laurence Pearman and Helen Dart were elected SMS president and vice president. See ‘People’ in this issue.
“Why we’re backing WEG” BAILEYS Horse Feeds is joining forces with Alltech to become official UK feed partner for the 2014 World Equestrian Games (WEG) in Normandy, France. The move will give the company a presence at world championships for six horse sports. “In signing up, we join like-minded feed producers from around the world, all of whom work with Alltech, utilising its products and scientific knowledge in order to remain at the cutting edge of equine nutrition,” said Jane Buchan (pictured seated), marketing manager at Baileys. Alltech supplies feed ingredients such as Yea-Sacc yeast culture, as well as Bioplex minerals and Sel-Plex organic selenium which Baileys has included in its formulations for some years. Baileys is hoping to have a physical presence in Normandy for WEG. “We’re making great progress in the French market, in racing and bloodstock, in particular, where we have a hands-on involvement with horses in training and at stud just like we do in the UK,” said Jane. 6 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
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Grass just got even ‘greener’ AN EAST Yorkshire feed manufacturer has unveiled a 500kW biogas plant enabling it to operate on renewable energy. The anaerobic digestion plant at Northern Crop Driers generates electricity from maize and grass silage grown on the company’s Melbourne site. It’s also fed with slurry from sister company Melrose Pigs. “Drying horse bedding and grass to produce feed is pretty energy intensive, so we’ll be using some of the electricity for that, while the surplus will go into the [national] grid,” said Pam Dear, a director at Northern Crop Driers. “Our Graze-On product range and Megazorb bedding are now produced using our own 100% renewable electricity.” Pictured are Northern Crop Driers directors Pam Dear and Edward Rowbottom in front of the new plant.
VAT victory for BETA International OVERSEAS exhibitors at BETA International no longer need to pay VAT on the cost of their stands. The breakthrough, confirmed by HM Customs and Revenue last month, represents significant savings for exhibitors from outside the UK. More than 50 overseas companies exhibited at the trade fair this year. Claire Thomas, commercial manager of BETA International organiser EMC, explained the new VAT free status for overseas exhibitors. “Where stand space is provided with accompanying services as a package, this package will no longer be seen as a supply of land with land-related services, but will be taxed under the general place of supply rule (customer location) when supplied to business customers,” she explained. “We have confirmation from HMRC that BETA International 2013 fulfils the criteria required not to charge VAT to overseas exhibitors.” BETA International takes place at the NEC, Birmingham, on 17-19 February. Visit www.beta-int.com for details.
R & R Country to open new store R & R COUNTRY is seeking a site on which to open a third store. The retailer already has two shops; its original one near Selby, North Yorkshire and a second in Melton Mowbray, Leicestershire, which opened in March 2011. “We’re looking around 100 miles further south down the A1,” managing director Sue Moxon confirmed to ETN, “somewhere in the Hertfordshire area.” Sue added that the third store was a long-term project. “It took us two years to find this one [the Melton Mowbray site] so I can’t see us opening a new one next year. We keep looking though; we want to be just north of London.” She added that business had been “extremely busy” this autumn at both R & R Country stores.
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HOYS is a tonic for traders HORSE of the Year Show (HOYS) was a welcome tonic for traders after a series of rained-off events on this summer’s show circuit. Many retailers reported better sales figures than they had dared hope for during last month’s show at HOYS tradestands were packed with people the NEC, Birmingham. eager to buy. Photo by Kathryn Pearn. Throughout the show, the tradestands were packed with people eager to buy as well as browse. “HOYS is second to none due to the volume and variety of visitors. It’s been really good for us,” said Annika Sederholm of Sederholm Selected. Annika admits that this has been a tricky year for her business. “The cancellation of events such as Badminton was a real blow. It’s been hard and we’ve struggled a bit, so being so busy here has boosted my confidence enormously.” Annika’s target market is the more professional rider, owner or groom, so she will give Your Horse Live and the new HorseWorldLive a miss and exhibit next at Olympia. Kevin Galbraith of Ayr Equestrian is another retailer whose HOYS stand was attracting plenty of custom. “We’ve been very busy and sales are on a par with previous years,” he told ETN. Ayr Equestrian’s top seller was riding boots. “We specialise in Italian brands that aren’t too easy to find elsewhere and they’ve certainly been popular here,” added Kevin who’s been hit hard by show cancellations. “We lost 17 shows this year and if we hadn’t had other areas of the business such as our equestrian centre and buying and selling, I’m not sure we could have carried on.” Ayr Equestrian has just launched a new website and is hoping to promote more online sales. The retailer will also exhibit at both Your Horse Live and HorseWorldLive this month. “I’m not sure if it’s a good decision to do both, but time will tell,” said Kevin. He has, however, noticed extra interest in riding following London 2012. “We’ve had more customers at our riding school and although this won’t help our retail side at the start, if these people carry on and become horse owners, it will benefit the trade enormously.” Former Olympic eventer Robert LeMieux was busy throughout HOYS on his Horse Heath stand. “And that’s as it should be. It’s so expensive to exhibit here, that I’d be really disappointed if we didn’t do well,” he explained. Robert believes that the variety of goods he produces helps at HOYS. “People come here from every discipline – showing, jumping, dressage, eventing and even racing – and we have something to suit them all.” Although he missed Badminton and Gatcombe, Horse Health had a good year. “We went to Hickstead, Dublin, Burghley and Blenheim and did well at every venue,” said Robert. “Because we’re also manufacturers, we’ve launched lots of new products and these have gone well too.” Robert will stick with his tried and tested routine at Your Horse Live. “It’s the venue for our annual sale,” he explains. “The people who go there love a bargain and we use the event to sell our old stock before the new season.” It wasn’t just tack and clothing that went well at HOYS this year. Oakley Horseboxes showed its complete range and took some firm orders during the show. “Of course many visitors are just inquisitive and want to have a look round a lorry costing £125,000,” says the company’s sales manager Justin Bennett. “But we have taken orders and had plenty of enquiries. Our two-horse lorry is proving very popular and we’ve been pleasantly surprised by the show visitors’ response.” 8 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
New sponsor for fashion show HORSEWARE IRELAND is to sponsor the fashion show at BETA International 2013. It’s the first time the Irish company, a long-time exhibitor at the trade fair, has lent its name to the catwalk show. “Horseware Ireland is a big supporter of BETA International so extending that support to the fashion show was a natural progression,” said Laura Cackett of Horseware Ireland. “It will help give us greater exposure at the show and provide a stage to showcase our clothing ranges which have now become an integral part of our business alongside the world famous Rambo, Rhino and Amigo brands of rugs and accessories.”
NEWS IN BRIEF WORLD HORSE Welfare is the chosen charity of • BETA International 2013. Each year the trade fair, to take place at the NEC, Birmingham, on February 17-19, selects an equestrian related charity to support. World Horse Welfare will have a free stand at the exhibition and the chance to network with leading players in the equestrian industry.
2013 17-19 February 2013 NEC, Birmingham, UK
BUDGET supermarket Aldi has been advertising ladies’ winter • jodhpurs at £12.99 per pair, reversible hi-viz gilets for £14.99 and ladies riding thermal underwear (top and leggings) at £8.99 for the set. Publishing is to produce The Pony Club Annual 2012 in a • REDPIN new digital format. The first edition will be available from 1 December and sent to all members. The Pony Club is represented in 27 countries with a worldwide membership of more than 110,000. equestrian clothing label Fuller Fillies has launched a • PLUS-SIZE direct-to-the-consumer website. The company says it will also continue to supply trade customers wishing to stock the brand. REVENUE & Customs (HMRC) is writing to over 1.4 million • HM employers reminding them to prepare for the new way of reporting PAYE data starting in April 2013. PAYE itself will not change – just the way, and how often, employers send this data to HMRC. clothing brand Barbour saw its profits increase by 51% • OUTDOOR during 2011 compared with the previous year. J. Barbour & Sons returned a pre-tax profit of £17m, according to accounts file at Companies House. Dame Margaret Barbour has been company chairman since 1972. As sole shareholders, the Barbour family took an equity dividend of £10m in 2011. has manufactured a new bridle for the Townend leather • STUBBEN range. With comfort headpiece and choice of nosebands, it retails at £11.99. The collection is available directly to consumers exclusively from the Townend Online website. “I am very excited about this new relationship with Stubben,” said Oliver Townend, the eventer behind the brand. THE HEALTH and Safety Executive’s (HSE) new cost recovery • scheme, known as Fee for Intervention, came into effect on 1 October. Firms breaking health and safety laws are now liable for recovery of HSE’s related costs, including inspection, investigation and taking enforcement action. from the Prescott & Mackay School of Fashion and • STUDENTS Accessory Design struck it lucky when they visited Abbey England’s Walsall foundry. David Broome, production manager, gave a guided tour. “It was great to meet with designers who are as passionate about buckles, locks and accessories as we are,” said managing director Richard Brown. GOMMES of Chinnor won 20 free • tubs of Gastro-Kalm from Equus Health plus £200 cash for selling the most tubs of the supplement. Chris Potts of Gommes is pictured. Joint winners in the small retailer category were Country Equestrian of Bicester and The Saddlery Shop, Devon who each received £100 and 10 free tubs. www.equestriantradenews.com
Everyone’s welcome to take up the reins Dear ETN, (ETN, Ken Lyndon-Dykes, in his Saddlery Matters column es set up to October), expressed his misgivings about past initiativ concept, he the of ed approv he gh Althou riding. horse te promo ge in the questioned the implementation, criticising its covera ing to the equestrian media, claiming that this “smacked of preach converted”. inform him – How timely are Ken’s missives, as I am delighted to are who ry indust trian eques the of ers and any other memb in unaware – that BETA is currently taking a frontline role encourage organising Take up the Reins, a national campaign to life in the e sampl to life of walks all from people of all ages and saddle. rship with With funding from Sport England and working in partne travelling the British Equestrian Federation (BEF), BETA has been the , events ing attend y, countr the of h the length and breadt mechanical majority of which have been non-equestrian, with three horses to offer a great introduction to horse riding. h the We have been channelling our PR and marketing throug which apers newsp g evenin larly particu – media mer general consu roving run stories about their regions, and radio stations whose back”. We reporters all seem keen to be interviewed on “horse through ement engag mer consu ant signific have also procured social media. which Ken This strategic planning has avoided the situation to in reaching refers and there is no doubt that we have succeeded it slightly think I er, Howev world. horse the e an audience outsid should not also obtuse to say that news of an initiative such as this be featured in the equestrian press. and in It is vitally important that a niche market remains open trian eques the of ers Memb e. outsid world the touch with p and community need to know what is being done to develo trade needs encourage a new and returning set of riders, and the to see the to hear how it can become involved and benefit, and work that is being done by BETA on its behalf. l audience Take up the Reins has a clear remit and targets a genera news with for maximum impact, but it also seeks to share good means the odd both horsy folk and the equestrian industry. If that ’s publications, sector our of one any article, news item or feature in . bonus e welcom a as that regard would I
Wish you were here... Postcards from BETA’s nationwide Take up the Reins tour BETA took its campaign to promote riding to the ultimate urban location - the London Live Site next to the Olympic Park.
Two police officers who were on duty for the Olympic torch relay in Northumberland look very pleased with their rosettes, earned for riding BETA’s Queenie during a Take up the Reins day in Alnwick.
Take up the Reins appeared in the Royal Norfolk Show’s have-ago-at-sports Active Norfolk area.
On Teesside, children attending the School Games in Middlesbrough had the chance to sample riding on a mechanical horse. The Mayor of Stockton paid a visit too.
Yours etc trian Trade Claire Williams, executive director, British Eques Association (BETA), Wetherby, West Yorkshire.
ETN welcomes letters to the editor. Please write to The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or email editor@equestriantradenews.com Correspondents are asked to supply their name and business name; requests to publish letters with name withheld will be considered individually. Please note that letters may be edited for reasons of space and clarity.
10 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
At Blenheim Horse Trials in Oxfordshire, Michael HedleyWhyte (72) ‘took up the reins’ to show that riding can be great fun, whatever your age.
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From box to Burghley
Wholesaler offers colourful collection
TREDSTEP Ireland’s new Raphael tall boots are marketed as needing virtually no breaking in. Olympic rider Caroline Powell proved the point when she was fitted for a new pair at Burghley, and rode her dressage test in them the next day. "I totally credit Tredstep’s new Raphael boots for my dressage mark at Burghley,” said Caroline who is sponsored by the company. “As soon as I put them on, they fitted like a glove. “I left the stand with my new boots under my arm and went to ride Boston in them to see what they felt like. They were fabulous, so flexible and smart looking. Their first competitive outing was the next day, cantering up the centre line at Burghley!” added Caroline who is pictured leaving the Burghley arena. t Tredstep Ireland 00 353 1 2950598
JENKINSONS Equestrian Wholesalers is now distributing the complete Harold Moore stable and yard collection. The scoops and stable tools, available in a fabulous array of bright colours, are made in Sheffield by Harold Moore, a company well known in the hygiene sector for its precision made, injection moulded plastics. Popular products for the feed room include a Jug Scoop, Universal Stirrer, Pouring Jug and Hand Scoops in various sizes. Tools range from a Shavings Shifter – to clear large areas quickly and doubling as a snow shovel, to a Harold Moore Unifork. The latter comes in high grade polypropylene and has tapered tines for excellent material holding while the blade is curved overall allowing large amounts to be lifted. Jenkinsons offers the entire Harold Moore stable and yard range in magenta, purple, baby blue and lime green. t Jenkinsons Equestrian Wholesalers 01924 454681
Re-live the Jubilee YOUR customers can celebrate the Queen’s Diamond Jubilee all over again on DVD from Equestrian Vision. In May 2012, more than 500 horses and 1,200 performers joined with royalty, celebrities and musicians at Windsor Castle to celebrate Her Majesty’s 60 years tireless service. The Diamond Jubilee Pageant featured Aboriginies, Native Americans and Zulu Warriors alongside national favourites such as The Kings Troop Royal Horse Artillery, Dame Helen Mirren and Susan Boyle. At the heart of this two-hour highlights programme is The Queen’s love for horses. The RRP is £17.99. t Equestrian Vision 01403 864173
A great deal for Christmas THE natural organic aloe vera feed supplement Aloeride is offering retailers a great incentive for December. For a limited period only (1st December 2012– 1st January 2013) the equine supplement is offering new stockists the opportunity to save 40% on their first order of 36 cartons or over. Aloeride - organic aloe vera in one-a-day sachets – comes in space saving, eye-catching packaging and has wide-ranging health benefits. Point of sale literature and posters are available. t Aloeride 01858 464550
Dressage drama on TV SYBIL H. MAIR’S new short film The Equestrian premieres on Horse & Country TV this month (14 November) at 9pm. The ‘dark’ drama stars young British actor Layke Anderson as dressage rider Freddie Forester and James Wilby as his father. Carl Hester makes a cameo appearance. Horse & Country TV is on Sky Channel 280. 12 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
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Bringing back the bib!
Winter inspiration
STUBBEN has re-introduced a traditional bib martingale attachment. Once a popular accessory with hunting folk, mainly because it’s less likely to get caught on gates, a ‘bib’ has solid leather between the two ‘running’ arms. With a trade price of £30, Stubben’s new version comes in black, ebony, Havana and tobacco leather. Also new from Stubben, the 2300 Letrim bridle (pictured) has a softly padded headpiece with padded, raised browband and noseband plus attractive silver coloured buckles. In black, ebony, Havana or tobacco, the trade price is about £80 depending on the noseband and rein styles selected; a choice of web or fine rubber reins is available. t Stubben UK 01536 741569
HORSE&HOUND’S latest spin-off publication Ask The Trainer aims to keep readers inspired throughout the winter. “Tapping into the expertise of over 30 of Horse&Hound and Horse magazine’s favourite trainers — many of them fresh from the successes of this year’s Olympics — we share their training secrets,” said H&H deputy editor Jaki Bell. “Imagine having Carl Hester to teach you how to handle a hot horse or Katie Jerram to help you prepare for the next big show!” Ask The Trainer also features Mark Smith on how to identify what might be holding you back from winning - and help your get over it. Plus there is showjumping advice from Michael Whitaker and exercises to keep riders progressing through the coming months from Mary King, Guy Williams and many more. The publication is on sale, price £3.95, from newsagents and supermarkets. t To order Ask The Trainer (50p p&p) 01733 385170
Bioflow signs new distributor
MAGNETIC products specialist Bioflow – known for its dog collars and wrist bands - has entered the equestrian market. Its magnetic horse boots and sports wristbands for riders are newly distributed by wholesaler Walk Trot Canter (WTC). Bioflow is also sponsoring top eventer Harry Meade. “I’m well aware of the benefits of magnotherapy to both horse and rider,” said the rider who wears a Bioflow wristband. “The magnetic brushing boots are ideal for injury prevention and rehabilitation. They can be used as work or turn-out boots and can also be worn in the stable or whilst travelling. “Blood flow is obviously vital to tissue regeneration and the Bioflow magnetic brushing boots are a great piece of kit,” added Harry. t Walk Trot Canter 07590 714539
Bits are top titanium product
A TITANIUM bit collection from Italian manufacturer Lorenzini has won an international accolade for its use of the element. The range of bits and stirrups is distributed in the UK by IV Horse. The annual Titanium Applications Development Award is presented annually by the International Titanium Association to recognise innovative and expanding use of titanium. Lorenzini bits beat off www.equestriantradenews.com
competition from other titanium products such as medical equipment, gas-turbine engine coatings and military weapons. Lorenzini bits use medical grade titanium which is strong and non-magnetic. It doesn’t corrode and is said to be more resistant than like-for-like steel, yet 40% lighter. Biocompatibility is another important feature, titanium being well accepted and tolerated by living organisms and tissues. t IV Horse 01888 544261
• Equestrian Life magazine, the
glossy regional consumer title with a circulation area from Cornwall to the Scottish Borders, is to sponsor the exhibitor goody bags at BETA International 2013. “We came along as an exhibitor last year and were blown away by the show’s overwhelming sense of enthusiasm,” said Equestrian Life 17-19 February 2013 owner and publisher Zoe NEC, Birmingham, UK Molesworth. “It was great to have a stand alongside companies regarded as household names by our readers. “In 2013, we want to be more involved and lending our support to one of BETA International’s features seems to be the perfect way.” Goody bags are given to all trade fair exhibitors. Made from heavyweight jute, the branded bags are packed with essential information, a show catalogue and the obligatory packet of Polo mints. “We are extremely pleased to welcome Equestrian Life to our loyal band of supporters,” said Claire Thomas, commercial manager of Equestrian Management Consultants (EMC), organiser of BETA International. “The magazine is highly regarded in the equestrian industry and we are looking forward to working with Zoe and her dedicated team.” Equestrian Life joins fellow sponsors Caldene, Redpin Publishing, SsangYong, Toggi, TopSpec and main sponsor Virbac Animal Health. BETA International takes place at the NEC, Birmingham, from 17 to 19 February. For further information or to book a stand, contact James Palmer, telephone 01937 582111 or email jamesp@beta-int.com
2013
• Native Pony Magazine was a sponsor at the BSPS (British Show Pony Society) Heritage Championship Show at Arena UK last month. The magazine also launched a competition with a sponsorship package worth more than £1,000 to be won. “We’re looking for entrants who can demonstrate the versatility of our native breeds,” said Sara Haines, editor. • Online equestrian retailer EquestrianClearance.com is the new sponsor of the British Riding Clubs (BRC) Winter Championships, to be held at Hartpury College in March. “Many of our customers are riding club members, so this is our way of putting something back into the sport,” said managing director Lorraine Meadowcroft. Pictured, from left, are marketing manager Katie Farmer, Maggie Smith and Sarah Phillips of BRC and, in front, Lorriane Meadowcroft. • Durham-based Julia Paterson has secured sponsorship from HorseHage. The amateur owner/rider won support from the dust-free bagged forage brand in a national competition. 16 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
• Feed company Simple System supported the Endurance GB Young Rider Squad with feed and rugs during the European Championships in Mont le Soie, Belgium in September. The team’s bronze was the first medal for the British endurance team for more than 17 years. • Mary King, seen here with Nicky Fletcher of Equisafety at Burghley, is sponsored by the highvisibility specialist. “Mary was chatting about how much she liked our POLITE range,” said Nicky. Equisafety gave a gilet, which Mary duly signed, as a prize for a sponsored charity course walk during the event. • Irish feed company Connolly’s Red Mills supported a British
Eventing Under 21 series this season. Winning rider David Doel (19) scooped clinics with Olympic silver medallist Tina Cook and top show jumper Billy Twomey, plus a year’s feed supply from Red Mills. “It’s great to be involved with these up and coming riders, and to be able to give them the chance to train with Olympic level stars,” said Joe Connolly of the feed firm.
• Arden Wood
Shavings is sponsoring para-dressage rider Ashleigh Jones (16). A cerebral palsy sufferer since birth, she’s trained by Maria Eilberg. Ashleigh is the youngest member on the British Equestrian Federation’s Excel Talent Programme which supports riders with international potential. She also has a scholarship from the Government funded Talented Athletes Scheme (TASS) which helps with coaching fees. Competition successes so far include the RDA National Championships. Arden is providing Safemix Equestrian bedding for Ashleigh’s eight year old Dutch warmblood mare, Aranka (Polly). Said managing director, Chris Stanford (pictured with Ashleigh and Polly): “Ashleigh is a true inspiration. Her determination is to be admired and we look forward to being part of her on-going success story.” How to get your event or sponsorship listed ETN welcomes submissions to Sponsors & Shows from all organisations, commercial companies, events, training courses and conferences. Please include your dates, venues, contact details and why your fixture/event/training is of interest to the trade. www.equestriantradenews.com
What goes around, comes around While one horse would devour a particular herb down to its roots, another would avoid it completely. Another point: many herbalists believe that horses ‘self-help’ and choose to eat herbs that help them to maintain their health. Because the majority of horses spend the greater part of their time in a stable environment, they don’t have opportunity for ‘self-helping’ but native ponies are thought to benefit from selfmedicating.
Let food be thy medicine and medicine be thy food. Herbal products are making a comeback for horses and humans, says Pat Crawford.
Equine nutritionists and feed manufacturers now produce feeds featuring garlic, mint, chamomile, and alike – a move which is being embraced by
owners on their horses’ behalf. During the 1930s, Harley Street based Dr Edward Bach, a conventional consultant as well as a homoeopath and bacteriologist, formulated Bach Flower Remedies. Designed to restore harmony to the person or animal’s state of mind and thus encourage the body to heal itself, remarkable results have been reported. All 38 Bach Flower Remedies (plus the recently added Rescue Remedy) can be found on the internet. Interestingly, people with no former interest in herbal medicine positively swear by Rescue Remedy following an accident, shock or tragedy. Early herbalists didn’t have access to the scientific and technological analyses available to today’s practitioners who are able to define the constituents of herbs very exactly. This makes the early herbalists’ ability to isolate the various properties of herbs all the more amazing and the results they produced are admired today.
Herbs for horses and humans uman civilisation owes herbal medicine a great deal. For thousands of years, plant derived medication based on folk remedies was all that was available. Even today, many conventional medicines owe their origins to herbs and other plants. Until the earlier part of the twentieth century, plant-based remedies were the mainstays of equine veterinary medicine. With the rapid development of science and technology, they went into sharp decline until interest began to undergo resurgence in the latter quarter of the twentieth century. Today, the demands made on man and horse are greater than ever before. Stress, allergies, intolerances, respiratory problems and any number of vague ‘symptoms’ are
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increasingly commonplace. Desire for a more ‘natural’ lifestyle – to return to a time perceived as less stressful – is very much back on the agenda. Natural remedies, natural materials and natural ways of relaxing are popular lifestyle choices; humankind’s way of attempting to redress the balance. And where human medicine goes, animal medications and treatments generally follow. A phrase coined by Hippocrates is especially apt for both species: “Let food be thy medicine and medicine be thy food.” Some years back, research was undertaken into the palatability of herbs to horses. The results were interesting in that it became apparent that horses have individual likes and dislikes.
ARNICA: Native to Europe and cultivated in some countries, including India, arnica is used in the treatment of bruises and wounds, although its use on broken skin is not advised. Available as a cream and a tincture to be added to water (5ml to 2 litres of water), it’s effective as a wash-down for tired limbs and muscles. CHAMOMILE: Grows prolifically in most parts of Europe. Chamomile tea and infusions are popular with people who don’t sleep well. It’s used for bathing sore equine eyes and has analgesic and anti-inflammatory properties. DANDELION: The young leaves, which have a diuretic effect, are delicious when added to salads. Most horses enjoy dandelion leaves although they often avoid older, stronglyflavoured plants. Dandelion is rich in potassium, calcium, magnesium and vitamins A, B, C and D. GARLIC: Easy to grow, with many different varieties – some milder than others, garlic is renowned as a blood cleanser and for respiratory disorders in humans and equines. Enjoyed by most horses, garlic remains the most used herb for equines. Wild garlic is delicious sprinkled over omelets or added to soups and sauces. YARROW: Grows commonly in pastureland, its Latin name is Achillea millefolium. It’s said that Achilles used the herb to treat his soldiers’ wounds on the battlefield. • Photos: courtesy of Suttons Seeds. EQUESTRIAN TRADE NEWS NOVEMBER 2012 17
Naturally rewarding... ETN looks at the latest herbal products, plus equine treats. Voted ‘best value’ THESE tasty, crunchy treats can be used in conjunction with the Likit Snak-A-Ball to alleviate stable boredom, or fed from the hand as a reward or training aid. Awarded 'Best Value 2012' by Horse&Rider magazine, Likit Snaks are available in mint and eucalyptus flavour or new apple and cinnamon. With a non-heating formulation suitable for all horses and ponies, Likit Snaks are available to the trade in counter display cases of 20 x 100g or in 500g re-sealable packs. t Likit 01655 750523
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Handy and healthy VERM-X pellets, which provide natural intestinal hygiene control, can be fed straight from the hand as a treat. Each 250g box contains five individual sachets, to be used daily for five days each month. The convenient presentation eliminates the need to measure the pellets which also boost everyday health. The RRP is around £11.95. t Verm-X 0870 850 2313
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Know your herbs MORE health-conscious owners are seeking to enhance their horses’ nutrition, either generally or to tackle a specific condition, with natural products, writes Heather Giles of Hilton Herbs. Herbal medicines are usually given as feed supplements and will support the whole body, with herbs being selected for their individual actions. It normally takes several days for herbs to be fully absorbed by the animal’s system so herbal products need to be fed daily for a given period for best effect. Supplements are generally available as dried herbs or herbal (liquid) tinctures with little difference between the two, other than speed of absorption. A herb familiar to many mare owners is vitex agnus castus (pictured). Also known as monks pepper and chaste tree berry, it’s been widely used across the centuries in human herbal medicine for female problems. However, as its common name suggests, monks pepper can also be used to reduce male libido. Historically it was used by the Greeks and Romans to promote chastity, and in monasteries to suppress libido, and as such it can be used very successfully on geldings or competition stallions, as well as mares. Another perhaps less well-known herb is bilberry, which has been used in herbal medicine since the Middle Ages. Bilberry jam was given to RAF pilots during WWII to improve their night-sight. Today its uses, established by clinical trials, are in peripheral vascular disorders such as varicose veins, decreased capillary resistance, such as nosebleeds, and some vision disorders. Bilberry is also used are in the protection and repair of damaged capillaries and to combat the effect of diabetes on eyesight. There are literally hundreds of herbs available for medicinal use, which creates its own minefield for the horse owner. So it’s always worth stocking supplements manufactured by a company that has a proven track record in the industry. You may also wish to deal with a
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supplier offering high-quality, tried-and-tested products and experienced customer support. Although there is much debate over the so-called lack of ‘scientific proof’ behind herbalism, it’s worth bearing in mind that herbs were the original drugs, and many drugs currently available still have plants as their base. There is a wealth of anecdotal evidence to prove that natural supplements work with animals - but no responsible herbalist should put herbal products forward as a replacement for veterinary treatment. However there are many cases where they can be very effective, particularly where conventional medication has failed. Two of the advantages of herbal remedies are that long-term side effects and adverse reactions are rare, providing treatment dosage is respected, and herbal supplements can generally be used in conjunction with conventional medicines.
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Tincture combines boswellia and ginger
More than skin deep
NEW NATUREBUTE Solution from Pegasus Health is a more concentrated and readily available version of the boswellia serrata based powder NatureBute. Like NatureBute, NatureBute Solution – which also includes ginger - offers a gentle but effective natural solution for hardworking equine joints and muscles. It’s recommended that NatureBute Solution is used first, for more instant results, followed longer term by NatureBute for on-going support. The Solution, a tincture, allows NatureBute to be fed with compound feed, without worrying about loss of powder. Boswellia serrata is an extract made from the resin of boswellia trees, containing the active ingredient boswellic acids. Ginger is a warming spice. Pegasus Health supplements are available to the trade from Battles. t Battles 01522 529206
IT’S not strictly herbal, but it’s definitely pure and natural. And when caring for horses’ skin becomes a priority for your customers, more of them are reaching for Aloeride. Alongside daily grooming and good hygiene practices, this aloe vera supplement can help maintain healthy skin and a shiny coat from the inside out. Highly palatable and certified organic, Aloeride can also help hoof condition and support the immune system during the challenging winter months. Each box contains 30 sachets (30 days’ worth) equaling over 12 litres of aloe vera juice. The RRP is £55.20. t Aloeride 01858 464550
Guilt-free treats
Treat them well WITH five different types to choose from, there’s a Spillers treat to suit every customer’s equine. The chunky pellets are easy to pop into a pocket with no crumbling and mess. Meadow Herb treats have added biotin to support healthy hoof growth or glucosamine to support healthy joints. There’s also [plain] Meadow Herbs, Spearmint and Apple, each supplied in 1kg bags. t Spillers 01908 226626
Irresistibly healthy HERBALLS have been one of Hilton Herbs’ core products virtually since the company came into being. Literally tons of the natural treats are sold to horse owners all over the world. They are also popular with goats, sheep, donkeys, alpacas and even dogs. The Herballs recipe is a closely guarded secret. They are free from molasses, artificial sugar, flavourings, and GM products – while alfalfa, linseed and wheat flour are included, mixed with appetising herbs such as mint, oregano and rosemary. With recyclable packaging revamped to stand out on the shelf - the re-sealable bags have see-through windows. Herballs come in sizes from a 400g bag (RRP £2, good for coat pockets) up to 10kg. 12 x 400g countertop display boxes are available. t Hilton Herbs 01460 270701
RETA IL TIP
FIREWORKS Night is upon us – so do you have calmers in stock to offer customers who are concerned their horses might be spooked by the bangs? Several brands produce handy oral syringe preparations which are useful for one-off anxious situations such as clipping, going to shows or dentist and farrier visits – as well as Guy Fawkes.
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HEAVENLY HORSE has launched a sugar free treat. The company had been researching treats suitable for overweight equines, the laminitis prone and those with insulin issues, to find the only products available were in the USA. So Heavenly Horse set about having some manufactured in the UK. Sugar free treats are available at £36 to the trade for a counter display containing 25 packs. Ideal for Christmas, they’re beautifully packaged – and smell and taste delicious too. t Heavenly Horse 07766 664441
Backed by veterinary advice FOR 15 years, Global Herbs has been a leading supplier of herbal supplements - and giver of sound advice. Its products are developed and tested by Stephen Ashdown (pictured), a vet who is also the managing director of Global Herbs. When customers have queries that require Stephen's veterinary expertise, he’s happy to help you or your customers. With a highly trained team of staff, Global Herbs offers a personal and professional service to support its comprehensive product range. A chicken care range was launched recently with a pet range due next year. t Global Herbs freephone advice line 0800 169 4709 www.equestriantradenews.com
Paying your dues New National Minimum Wage (NMW) rates affect retailers more than most, says Jason Piper. he Low Pay Commission’s 2012 report found that 9% of all retailing (204,000) jobs are minimum wage. Love it or hate it, the National Minimum Wage (NMW) is a fact of life for all employers that carries some potentially expensive consequences. It’s enforced by HMRC that has teams operating throughout the UK identifying non-compliance. In 2010/11, they identified almost £4 million in arrears, benefitting around 23,000 workers. The NMW teams operate under the Police and Criminal Evidence Act 1984, and can visit at any time, without giving a reason, to inspect wage records, and have a range of criminal powers to ensure compliance. Obstructing them is a criminal offence which carries a fine of up to £5,000 and can get you a criminal record - even if you’ve actually paid NMW. If you’ve deliberately underpaid, or tried to disguise underpayments, that’s a criminal offence too, again carrying a £5,000 fine. For underpaid NMW, you’ll have to make good the lost wages, as well as paying a penalty – half the underpayment, capped at £5,000, or a quarter if you settle everything within 14 days of the notice. You can appeal against an underpayment notice, but ignoring it will lead to prosecution. HMRC has compiled a list of the most common mistakes
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that employers make over NMW:
1. Failure to record working time properly Are workers required to arrive early or leave late? Do they carry out other work related activities outside normal working hours? If so, they must be paid the NMW for this additional time, as well as for their normal working hours. While this can be something as simple as expecting staff to sweep up and tidy away after their ‘official’ hours have ended, larger employers have been caught too.
2. Apprentices Since 1st October 2010 apprentices on a formal apprenticeship scheme or contract have been entitled to a NMW apprentice rate, currently £2.60. After a year and on reaching the age of 19, they should get at least the rate appropriate to their age. From April 2012, there’s a ‘new’ type of apprenticeship, which is a ‘contract for services’ rather than a ‘contract of apprenticeship’ – if you are considering it, bear in mind that whatever their age, employees on one of these contracts will qualify for the normal age related NMW, not the lower apprentice rate.
3. Birthdays Do you have an official record of when your employees’ birthdays are? Is it linked in to your payroll system? NMW rates are based on the age of the employee, so if you miss
As an employer, it’s all too easy to get caught out by the National Minimum Wage.
someone’s 18th, 19th or 21st birthday it could mean you’re paying them the wrong wage.
your ‘piece rate’ allows an average worker to make 1.2 times NMW in an hour.
4. Deductions from pay
6. Accommodation
In most cases, the NMW is only worked out after any deductions an employer has made to cover things like uniform, tools, transport or purchases of goods and services. In other words, if you’re charging for these extras, you’ll still need to ensure the remainder of the worker’s pay, after the deductions, meets the NMW for the hours they have worked. The only exceptions to this are if the deduction has absolutely nothing to do with the actual employment. Consider this example: HMRC investigated an employer using workers from central and Eastern Europe. Foreign workers can find it difficult to open bank accounts and obtain accommodation without references. In this case the employer deducted £50 from each of the workers’ pay for a letter confirming that they worked for the employer. These deductions reduced the amount of pay that counts for NMW purposes. The total arrears identified by HMRC was just over £3,000.
If you charge workers for accommodation, do bear in mind that these charges are linked to the payment of NMW, even if the accommodation is not directly connected to the employment. You can offset some of the accommodation costs against the NMW amount, but only £4.73 per day. Anything that you charge over that will be treated as a deduction, reducing the wages counting towards NMW.
5. Piece rates You may pay your workers by their productivity. However if the worker is required to work fixed hours, and paid for what they make or do in that time, then they must receive at least the NMW for those fixed hours. That doesn’t mean you have to support workers who are unusually slow provided
7. Paying the wrong NMW rates Simply failing to update pay rates for the new levels is surprisingly common. From 1 October 2012, the rates of NMW are: • Workers aged 21+ £6.19 • Workers aged 18-20 £4.98 • Workers below 18 and beyond compulsory school attendance £3.68 • Apprentice rate* £2.65 *For apprentices under 19 or 19 or over and in the first year of their apprenticeship
FURTHER INFORMATION Direct.gov: http://bit.ly/EcWZC Businesslink: http://bit.ly/IY86Dz Pay and Work Rights Helpline – Tel. 0800 9172368 • Jason Piper is a technical officer at the Association of Chartered Certified Accountants
EQUESTRIAN TRADE NEWS NOVEMBER 2012 21
Get up and go? She’s already galloping... Victoria Highfield is a born entrepreneur, says Penny Richardson. In fact, the Stafford based retailer wasn’t born that long ago... t takes guts to start a new business when you’re in your early 20s and have a young baby. But that’s exactly what Victoria Highfield did when she opened her online shop in November last year. Since then, the business has gone from strength to strength. Victoria — Vicki to her friends — has added retail premises, with adjoining office space, and there are more changes in the pipeline. An investor has been found and the business is about to become a limited company. Victoria didn’t leave school with ambitions to become a retailer. A Staffordshire girl born and bred, she wanted to be a vet, but after completing
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a year’s foundation course in veterinary medicine and science at Nottingham University, swapped to Wolverhampton and took an equine sports science degree instead. “When I left uni, I started work in IT sales, but after three months I decided it wasn’t for me,” she says. “My partner has an online furniture business and I did some research into whether I could start something similar and become my own boss. I realised that the equestrian retail side hadn’t been affected too greatly by the recession, so I decided to go for it.” Thus, Online for Equine was born. From the start this was a website with a difference.
Each product is accompanied by a full explanation of what it is, how it works, when and where it’s suitable for use and how it impacts on the horse.
“A lot of people my age don’t want to work hard and think the world owes them a living.” “I wanted to give customers information that enabled them to make informed choices,” explains Victoria. “It’s hard to keep up with scientific
knowledge about the new products appearing on the equestrian market all the time and many horse owners ask our advice on what they should buy. It’s so easy to offer a ‘quick fix’ without thinking about whether it’s the best thing for them and their horse.” Victoria is passionate about making her website an educational resource as well as somewhere to buy from. “It’s very easy to be confused by the technology, particularly with products such as supplements or gadgets. I’m just trying to break everything down and make it easy to understand. In an ideal world, every owner would make the best choice for their
Victoria Highfield (right) serves a customer
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horse, so we’re trying to help them do that,” she says. One of Victoria’s greatest interests is equine welfare and her business promotes equitation science, a training method carried out by one of her former university lecturers. “It’s also known as ‘ethical equitation’ and encourages riders to train horses in a safe, effective and ethical manner,” she explains. “Although I wouldn’t dream of patronising customers, some ask to buy a gadget when correct training would do the job instead. If I feel what they want isn’t best for their horse, I’ll try to explain this and although this doesn’t go down well with some people, many more do respect my advice.” After the online business grew at a great rate, expansion into a retail shop seemed a natural progression. “We had to have somewhere to keep all the stock, so why not show it to customers through a nice shop and allow them to buy from there as well?” says Victoria, who had to find the right staff to carry out her educational vision. “I advertised for people who were looking for work placements in the equestrian industry and I made sure that I took on staff members who were willing to work and were passionate about the business,” she says. “I realise I’ve been very lucky and it is difficult to find the right staff. I’m only 23 myself and I know an awful lot of people my age who don’t want to work hard and think the world owes them a living.” Among the staff members is Rachael Simmons, an equine business graduate who joined the company in May and has added writing an educational blog on the website to her other tasks. “Rachael is absolutely fantastic and I don’t know what I’d do without her. She has a racing and showing background and is very knowledgeable indeed,” says Victoria. Although the online business is still the core part of Victoria’s growing empire, her retail shop, Highfield Equestrian, is becomingly www.equestriantradenews.com
increasingly busy. “It’s a good showcase. We find that people often browse the website and then visit the shop to see the products before buying,” she says. This isn’t a high-pressured sales environment. On arrival, potential customers are offered tea or coffee and are then given all the time they need to browse or buy. “I consider customer retention and confidence far more important than making a one-off sale,” says Victoria, who has now added canine products to her equestrian range. “We haven’t been open that long and we’re already getting lots of return visitors, so we must be doing something right.”
“The cost of BETA membership isn’t excessive and the benefits far outweigh that.” Victoria is also an enthusiastic member of BETA, which she joined in May this year. “I’m so glad I decided to go for it. The cost of membership isn’t excessive and the benefits far outweigh that anyway,” she says. “As well as all the training courses on offer, I’ve had referrals from the BETA website, so it looks as though some customers do their research through that route.” As well as working “six or seven days a week”, Victoria has her own horse and her 18month-old daughter to look after. “My mare’s out of work with health problems, so I can’t ride her at the moment, although I do borrow a friend’s horse if I want to blow the cobwebs away,” she says. “And although work seems to be taking up most of my time at the moment, I could never imagine a life that comprised taking the kids to school and cooking and cleaning the house. I think I’d go mad with boredom if I didn’t have my job!”
Industry Oscars! Nominations are now open for the 2013 BETA Business Awards, due to be presented at the British Equestrian Trade Association’s annual Gala Dinner next February. Here, ETN features a full list of the awards and explains how to nominate those you think worthy of winning.
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ndividuals, companies, riders and events are all celebrated in the 2013 BETA Business Awards – highly regarded accolades designed to recognise those that make outstanding contributions to the equestrian industry. Winners will be presented with their awards during BETA’s glittering Gala Dinner, at the National Motorcycle Museum, near Birmingham, on Sunday 17 February. The award categories are…
Harry Hall Retail Employee of the Year NOMINATIONS are being sought for the employee showing initiative, excellence in customer service, product knowledge and commitment to professional retailing. The winner will also be given a cash prize of £200 and his or her employer will receive BETA training vouchers. Nominations: The award is intended for shop-floor employees only, not managers, and nominations are invited from employers or sales representatives. An independent judging panel will draw up a shortlist, followed by interviews to determine the winner. Entry deadline: 11 January
SEIB Retailer of the Year THIS award is for tack shops and feed merchants – they do not need to be BETA members – who are nominated by their customers. It includes categories for large and small retailers, and mail-order and Internet retailers. Nominations: Customers can nominate their favourite retailer on line by logging on to www.retaileroftheyear.org.uk as an alternative to the mailing option. Once nominated, retailers will receive a questionnaire from BETA that must be completed and returned by 31 December 2012 to be considered for the next stage of judging. Shortlisted companies are then put forward for a vote by the trade members of BETA. This award also involves mystery shoppers and incognito telephone calls organised by BETA Entry deadline: 7 December 24 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
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Export Award COMPANIES of all sizes that have generated substantial and sustained increases in export activity over a three-year period can be entered for this award. Nominations: Information should include details about the level of export and growth in relation to the size and turnover of the company, planning and strategy, and the degree to which the products or services have been adapted to an export market. Applications will be judged by UKTI. Entry deadline: 11 January
Joules Equestrian Event of the Year THIS award acknowledges the event – an indoor or outdoor consumer show - that works best with its tradestand exhibitors, taking their needs and requirements into consideration. Visitor experience will also be considered this year, with the award being opened up to a consumer nomination and vote for the first time. Nominations: Tradestand holders – individuals or companies – that have exhibited at such events from January 2012 onwards are invited to nominate an event, explaining why they think it caters well for the trade. Consumers, too, will be asked to nominate their favourite event, giving reasons for its success. An independent judging panel will make the final decision. Entry deadline: 11 January
Trade Supplier of the Year THIS award will go to the manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailers’ requirements. Nominations: Retailers can nominate the supplier they feel offers them the best service and works to help them build sales and profitability. Suppliers are also able to nominate themselves by submitting a formal application on why they think they deserve to win. Shortlisted companies will be judged, followed by a further retail members’ vote. The final judging stages will be overseen by an independent panel. Entry deadline: 11 January www.equestriantradenews.com
Haygain Nutritional Helpline of the Year THIS accolade goes to the company that offers exemplary service in nutritional advice to customers, both trade and retail. Nominations: Customers can send their nominations by post or log on to the Haygain website, www.haygain.com, to download a form. A shortlist will be drawn up for final judging, which will include incognito calls. Entry deadline: 11 January
BETA Lifetime Achievement Award THIS is to honour those who have made a significant contribution to the equestrian industry over a long period of time. Nominations: Biographical details of the nominee are invited from all sectors. Entry deadline: 18 January
Time to party… THE BETA Gala Dinner is a glamorous, glittering occasion and the high point of the equestrian trade’s social calendar. Guests gather in formal attire for a stylish champagne reception, before enjoying a delicious three-course meal and coffee. Winners of the 2013 BETA Business Awards are then announced, followed by dancing and entertainment. Guests are invited to support the evening’s charity raffle for RDA, for which BETA fundraises throughout the year. Tickets cost £55 per person, £500 for a table of 10 and £600 for a table of 12 – all plus VAT. Ensure you don’t miss out on this special evening by booking your place now. Contact BETA, telephone 01937 587062 or email tinar@beta-int.com
Equine Careers Sales Representative of the Year THIS award is open to both employed and selfemployed sales representatives and agents, and will be awarded to the individual judged outstanding in his or her approach to customer service. Nominations: Retailers and suppliers can nominate, giving the reason they think the nominee deserves to win. The final decision will be made by a BETA members’ vote Entry deadline: 11 January
TSM Rider Award NOW in its 10th year, this award recognises sponsored riders who have made the greatest contribution to the trade. It is presented to those who have participated fully in building a relationship with their sponsors, generating good results for both. Nominations: Sponsoring companies can nominate riders with supporting information such as competition results, details of personal appearances and involvement with product development. Entry deadline: 11 January
HOW TO NOMINATE IF YOU would like to nominate an individual or company, please provide the name, award category, reason for nomination and your name and address, then post to BETA, Stockeld Park, Wetherby, West Yorkshire LS22 4AW, fax 01937 582728 or email tinar@beta-int.com. Feel free to provide supporting information. Entries must be received by the dates stated. www.equestriantradenews.com
EQUESTRIAN TRADE NEWS NOVEMBER 2012 25
Keeping out the cold With winter on its way, toasty toes and warm fingers are must-haves for everyone outdoors. A seriously warm wellie
Colourful, comfy and cosy
YOU can’t beat wellies for keeping feet dry. But, my goodness, they can be cold when standing around on a concrete stable yard or frozen field in winter. Well, the Grub’s brand distributed by Worklite offers the ideal solution in terms of warm and dry footwear - seriously good wellies for everyone who ventures outdoors... The digit in the Grub’s Treeline 8.5 refers to 8.5mm of insulation in this boot. There’s also a 6mm insulated footbed, reinforced toe and EVA midsole, while Vibram’s multi-sport sole gives superior grip on all surfaces. And something to appeal to men, and shooting men in particular, the leg is covered in protective rib-stop pattern mossy oak new breakup camouflage. The Treeline 8.5 comes in sizes 4 to 13. Its superior warmth is thanks to the use of Grub’s unique Insu-Foam Ultra technology – otherwise known as ‘deep cold technology’. By acting as a neutral medium between the wearer and the outside, its construction means the boot is waterproof and insulating. Moisture wicking polyester fleece lining is combined with a Highloft liner that allows air to circulate while trapping heat to help keep feet at a comfortable temperature. ETN asked shooting addict and countryman Sven Moody to test the Grub’s Treeline 8.5 from Worklite. Here’s his verdict: “Having been weaned on French, zip-up wellies, these new offerings are a welcome arrival to the boot and tack room - especially at nearly a quarter of the price! These boots are incredibly comfortable - think squidgy carpet slippers - and unbelievably warm. Generously sized (thick socks required if customers go for their normal size), these wellies look and feel like they’ll last for years. And the camoflauge effect uppers? Well, they’re not to everyone’s taste admittedly, but when the shotgun takes the place of the bridle, they just might fool the odd bunny into thinking you’re a tree! Highly recommended.” t Worklite 01279 418052
YOUR customers can jazz up their sock drawers with bright and beautiful Knee High Stripe Socks from Carrots. With a reinforced, padded sole, they’re made from cotton with nylon and elastane for stretch. Available in pink/grey, purple/navy and multicoloured stripes, in kids’ sizes 12 – 3 or adult sizes 4 – 7, the price tag is just £6. Carrots’ Warm Lined Competition Gloves feature a soft knitted lining. Stretchy, durable and smart, features include leather reinforcement at the fingers and thumb for grip on the reins. The four-way stretch fabric ensures a perfect fit while, despite their warm linings, the gloves have a bulk-free feel. Available in adults’ or kids’ sizes in black or brown; priced at £17 and £15 respectively. Check out Carrots’ Grey Tartan Snaffle Bit Country Gloves too. These striking gloves are practical, lightweight and stretchy. Made from slimline fabric that traps warmth, they have leather reinforcements on the fingers and thumbs for grip whatever the weather. Available in one size only, at £20. t Carrots 01245 445362
Visionary footwear WESTGATE EFI has added a number of new styles to the Mark Todd footwear range including these good looking boots. The Mark Todd Vision Tall Boot is manufactured in a combination of soft leather and nubuck with a waterproof Viltex membrane, making them suitable for all countryside activities. Features include a sturdy grip sole and adjustable side buckle on the calf. Available in brown, in sizes 37 to 42. t Westgate EFI 01303 872277 26 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
Elegant extras SERIOUS riders need warm without bulk - and Equetech has come up with the goods this season. Equetech Extreme Gloves (RRP £16.25) are the ultimate in lightweight, three-ply, breathable riding gloves which nevertheless keep the wind and rain at bay. Featuring a reinforced suede panel to fore finger and inner fingers to prevent rubbing, there’s also a durable rubber wave grip and adjustable Equetech embroidered Velcro back with elastic panel to the wrist. Equetech Snaffle Gloves (RRP £20.25 and pictured) are a classy part -leather riding glove with engraved snaffle buckle detail. Durable soft leather palms with reinforced suede finger panels avoid chaffing when riding. These gloves have a stretch cotton face with elasticated wrist and petite Velcro panel to back of wrist. With space at a premium inside a riding boot, extremely thin Equetech Piaffe Socks (RRP £7.95) wick away moisture to keep feet dry. They sport the signature of top dressage ride Amy Stovold. t Equetech 01296 688966 www.equestriantradenews.com
Sock it to ‘em
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EVERY horsey person needs socks – and so do their friends. ETN asked Mary Hart from Carrots UK how to maximise sock sales… • Socks can be for fun, fashion, performance or comfort. So think laterally when deciding which styles to stock. • Socks fill several gaps in the sales portfolio so don’t undervalue them. Everyone buys them all year round. • Socks make the perfect gift item because they are small, low in cost and easy to post. Stocking socks gives you access to the fashion, function and gift markets. • Socks are an excellent add-on sale especially for customers buying new boots. A pair of fashionable, bright socks can look great with casual footwear, some snuggly thermal socks are a must-have with wellington boots and a pair of slimline knee-high socks is essential for wearing under long riding boots. It’s a relatively minimal investment compared with the cost of new boots, so make the most of a boot sale by adding on socks. • Socks can ‘make’ an outfit, so use mannequins to promote your range and merchandise them together to show the variety of designs on offer. The brighter and more fun the better! • Anything costing under £10 is an impulse buy; making socks perfect for bumping up a sale. Catch your customers’ eyes with creative positioning. • Stock a wide selection of socks. Equestrian retailers are competing with discount high street outlets so there needs to be a point of difference. For instance, products with features such as padded soles and reinforced heels will make the extra pennies seem worth it. • Ensure you offer a range of socks for different requirements; socks that fit wider calves, slimline socks with minimal bulk to fit under tall boots, calf length socks to wear with short boots and brightly coloured fashionable socks for making a statement.
Priced to sell, designed to work TWO new boots from Kanyon Outdoors combine great performance with keen prices. They look very nice too! Gorse is a dual-purpose riding/country boot that’s already attracting “fabulous pre-orders” according to Mark Burman of Kanyon Outdoors. “We have developed the outsole especially for this market – to allow people to ride safely in a country boot. With no open cleat at its edge, there’s nothing to get stuck in the stirrup. The boot also has a 90 degree, sharp heel.” The Gorse has a carbon fibre stiffener inside for support and a waterproof membrane. The ‘crazy horse’ patterned leather gives it a vintage look. Interestingly, the YKK rust-proof, heavyweight metal zip is positioned at the side of the boot, rather than at the back as is usually the case with riding boots. “It makes sense to avoid putting the zip where it’s going to come into contact with sweat and muck from the horse,” said Mark. While the Gorse has a snug, secure fit across foot, the front of the ankle piece has extra room to allow the ankle joint to flex while a rider’s feet are in the stirrups. There’s an elasticated panel with a Velcro strap running through a loop to enable it to be pulled tight at the top of the boot. The Gorse is available now in brown only, at an RRP £139.95 for adult sizes 3 to 8. The trade price is £58. Children’s sizes 12 to 2.5 have an RRP of £89.95. Kanyon’s new Buckthorn yard boot is built on the same riding-friendly sole and is described by Mark as “a general good value boot.” At £19 to the trade, it has an RRP of £45. Kanyon’s parent company Tripal specialises in military and safety footwear – every year it supplies Sainsburys supermarkets with 40,000 pairs of slip resistant shoes for its employees. Many of the footwear attributes from this highly technical sector are incorporated into Kanyon’s equestrian and country styles. “We create boots from scratch; they are boots to do a job, not fashion items,” said Mark. Kanyon Outdoor has new point of sale material available for stockists of the new Gorse and Buckthorn styles. “We try to be easy for retailers to deal with,” added Mark. “We don’t ask for £10,000 minimum orders, and retailers are welcome to buy mixed sizes and styles.” t Kanyon Outdoor 08707 706600
Winter warmers THE Toggi footwear collection features stylish country boots to funky wellingtons. The label also has warm socks and cosy yet functional gloves. Wanderer Classic wellingtons, made from vulcanised natural rubber, are ergonomically designed for improved comfort and fit. In dark green, navy blue or pink, they feature a rubber sole, double steel shank for reinforcement and an EVA cushioned insole. The RRP is from £63.90. Toggi suede Dursley gloves offer stylish performance and warmth on cold days. With snug 3M Thinsulate lining and reinforcement panels for extra durability, the Dursley has an adjustable wrist strap to keep draughts at bay. In black or buff, sizes are extra small to extra large. The RRP is from £29.50. For an ‘in’ look that offers outstanding warmth and comfort for hard working legs and feet, Toggi Dillingham longer length cable knit ladies’ socks will appeal. In bloom, mocha or winter white, and one size, they retail from £15. t Finest Brands International 0113 270 7000 28 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
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Fit for the frost NEW Dublin Eskimo Fleece River Boots are made from waterproof redskin leather. Lined with synthetic fleece for a fashionable edge, features include a sweat control lining, breathable insole, enhanced cushion layer and arch support. The attractive, lace top boots can be worn on the yard and out and about too. In dark brown and sizes 4 to 8, the RRP is £139.99. t Weatherbeeta 01295 226900
Odds on favourite NEW GLOVES 4 Gallops from Tuffa are designed for racing, but are finding favour with riders from other sports too. Made from tackified leather with a slightly sticky feel, they give exceptional grip. The stretch backs offer great fit, whilst elastic/hook and loop fastenings keep the gloves in place. Gloves 4 Gallops come in four sizes, in black/stone and with an RRP of £17.99. t Tuffa 01953 880914
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If the boot fits, sell it KNOWLEDGE is power when it comes to selling footwear, says Michelle Girling (pictured) of Tuffa. Know your product range, memorising each boot’s unique selling point. Then research fitting options so you know you can find something that fits each customer’s requirements and size. Our country boots (Suffolks) with warm wool linings feature a calf fitting system that allows adjustment. If a customer comes into your shop to buy competition boots and she’s wearing thick socks and jeans, lend her some thinner socks and breeches. Equally, if someone is looking to buy chaps or gaiters, invite the customer to try them on with jodhpur boots for a realistic feel and gauge of length. If in doubt about a product, speak to the manufacturer who should be more than happy to assist. t Tuffa 01953 880914
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EQUESTRIAN TRADE NEWS NOVEMBER 2012 29
Keeping customers on their feet
Cobalt Quantum outsole
Volant outsole
Chill beaters...
ATS endurance outsole
RIDING, walking on varied terrain, mucking out...equestrian footwear gets put through the mill. That’s why a good outsole is essential, says Phil Duff of Ariat. The majority of Ariat’s footwear range – even the country lifestyle collection - features ‘riding safe’ outsoles. This provides customers with versatile footwear that supports them in a multitude of outdoor pursuits. Creating a balance that allows for both walking and riding is more technical than it looks. Providing grip on oily, wet and slippery surfaces requires the correct compound and a carefully constructed tread pattern to provide stability; yet ensuring safe, quick retraction from a stirrup needs a more particular consideration. Ariat Paddock Boots and the Endurance collection are both classic examples of how this balance can be achieved. The tread on both boots is deceptively smooth to the hand; however when pressure is applied by the ball of the foot from the inside of the boot, the tread opens up to provide the required grip. Even when creating boots with an innovative appearance, such as the Volant collection, a sole that is safe in the saddle, sure on the floor and incredibly comfortable, forms the basis of all Ariat footwear. Phil’s top tips for choosing a good sole… • For boots to be comfortable and supportive when walking and riding, the sole needs to be flexible and have a sturdy shank for stability. • Look for products that are oil and slip-resistant to help prevent nasty accidents. • Not all rubber is the same. Ariat has developed an exclusive Duratread outer – a compound containing rubber and carbon – that’s longer lasting than traditional rubber. • Bear in mind the destructive action that manure and urine can have on outer materials. Look for products that are made from waterproofed leathers; these are much more resistant to these substances when mucking out. t Ariat 0845 600 3209
Sell more boots
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IF YOU want to turn browsers into buyers, it’s essential to get boots onto customers’ feet. So do everything in your power to make this happen. Have a couple of chairs, a foot-stool, a shoe horn and a boot pull handy; plus pop socks and thick socks to lend to customers. A fulllength mirror for customers to admire their potential purchase is a must. If your store isn’t carpeted and you’re worried about the boots being marked during trying-on sessions, install a carpeted ‘runway’. It will quickly pay for itself many times over. Comfort and fit are everything with footwear.
30 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
WANTING affordable accessories for horsey people in winter? You’ll find a great choice to offer your customers at Snowhill Trade Saddlery. Take these Harlequin Chenille Magic Gloves available in brown, navy or black. Sized for adults and made from warm, stretch-to-fit material, the trade price is a cosy £1.25 per pair. Or how about Harlequin Chenille Gloves With Cuff, in one size, stretchto-fit with fetching faux fur cuff detail. In brown, navy and black, to match every outfit, they’re a handy £1.50 per pair to the trade. When it comes to seasonal elegance combined with top performance features, the renowned footwear brand Sebago – available exclusively to the equestrian trade through Snowhill – has it all. The Dorset High Country Boot (pictured) is hand crafted from premium, full grain leather. The boots are fully waterproof, while the soft, fleece inner lining adds extra warmth for chilly weather. The patented S.E.A System foot-bed and exclusive Sebago Energy Return Heel Pad give incredible comfort over extended periods. Other robust features, including corrosive-resistant eyelets, leather laces and a non-marking slip resistant sole, are complimented by beautiful design. Sebago Dorset boots are available in chocolate, toffee plaid and chestnut for ladies, and brown/pebbled tan in the men’s design. A highly desirable item for the Christmas season, this model is priced to the trade at £90.90 per pair. And since every stable yard has a resident canine who’s out in all weathers, how about adding Rhinegold Dog Coats to your chillbeating stock? With Velcro chest fastening and a belly strap for security, the fleece dog coat comes in navy or red, while the waterproof version uses the same wet weather protection as Rhinegold’s horse rugs and is also fleece lined for extra warmth. It’s available in grey, navy and bright yellow. Available sizes for both ranges are 14", 18" and 22". Trade price for the Fleece Dog Coat is £6.45, with the waterproof version at just £6.90 to the trade. t Snowhill Trade Saddlery 01243 672323
Bullish boots WATCH out for new leather boots from Taurus Footwear when you visit BETA International 2013 (17-19 February). The family-run company that’s based in Fakenham, Norfolk will be making its 13th appearance at the trade fair. “It’s our little shop front, a place where we can bring all our range and show it to our customers,” says owner Jonathan Groome who runs Taurus Footwear with his wife, Sally. “Quality, value and a general firstclass service are our strengths. We deliver immediately from stock and there are no minimum orders,” he added. t Taurus Footwear 01328 851432 www.equestriantradenews.com
Dogs (and cat) at work They harass the postman, polish off the packed lunch, snooze under the desk and endlessly entertain us. How would we manage without our canine workmates? Meet some of the equestrian trade’s hardworking hounds... and a creative cat. FRISBEE FROLICKS: HE’S THE MOST TIP-TOP, TOPCAT: It had to happen... Meet Billy, the TopSpec office cat. The four-year-old feline belongs to sponsorship and marketing director Katy Mickle. Billy is often to be spotted prowling round the yard at TopSpec, looking for mice in the nearby fields and stables. “He climbs into the office through open windows and knocks pens and paper off the desk until you feed him,” said Katy. “He then quite likes to perch himself on the desk in front of the computer for some fuss.” But she forgives Billy his antics: “He is lovely to have around and very affectionate.” LITTLE AND LARGE: Wally is the hard working Haygain hay steamers office dog. The handsome Labrador is pictured with his office colleague Badger, a Patterdale cross Westie. Wally’s favourite trick is sitting patiently at someone’s desk with an apple delicately held in his soft mouth, says Jakki Briscall of the Berkshire based company. SUPREME SPROCKER: Sixyear-old Max goes to work every day with Sarah Turnbull, managing director of Supreme Products. The lively Sprocker – Springer/Cocker spaniel cross - definitely keeps the team on their toes. Each morning, Max has his own little adventure around the Supreme Products warehouse before returning to the offices for a nap in his favourite chair while keeping one eye open for visitors. Then there’s the lunchtime walk to look forward to... "Max loves coming to work. He’s a great dog and a lot of fun,” said Sarah. www.equestriantradenews.com
Tilly, Equi-Ads’ resident canine, is an 18 month old Jack Russell cross owned by the magazine’s business development manager Liz Fincher. “Tilly is always very enthusiastic to come to work. She likes nothing better than sleeping beside the radiator and playing with her frisbee on her lunch break,” said Liz. “She welcomes literally anyone who enters the Equi-Ads office – making her probably the worst guard dog you could ever have but we love her anyway!”
WELL READ: Pickle the Patterdale is among ETN’s most loyal readers. Here he is in the G-Gee PR & Marketing office having borrowed a copy from his boss, Lauren Barber.
MEAT AND GREET: Woody the Jack Russell has well and truly landed on his paws – and into a top job. The ten month old terrier was recently adopted by Dawn Lowerson, manager at Millbry Hill, Whitehaven, Cumbria. “We had a customer who didn’t want him anymore, so I took him in,” said Dawn. “Woody now comes to work at Millbry Hill and loves meeting the customers and checking out our displays.”
or cat Do you have a dog at work? Tell ETN about the dog or cat in your shop, office, warehouse or work vehicle. Email editor@equestriantradenews.com We love to see photos too! EQUESTRIAN TRADE NEWS NOVEMBER 2012 31
• Aimee Cayless, who previously worked for Weatherbeeta and Westgate EFI designing and fitting the Bates/Wintec and Mark Todd saddle brands for the respective s uppliers, has set up her own enterprise. Warwickshire based Southam Saddles retails and fits saddles and has had a “successful few months”. Aimee, a Society of Master Saddlers Qualified Saddle Fitter, was prompted to go into business after having her son Max, now 14 months. “I no longer wanted to travel all over the UK and Ireland,” she said. “Southam Saddles offers a wide range of saddle brands, but most importantly, I give an honest and thorough assessment of each horse and rider.” • Former top jockey Kevin Darley has joined
Blacks Solicitors as a sport consultant. The Yorkshire law firm, for which ETN’s legal columnist James Teagle works, is fast becoming a leading niche sports practice. Other consultants include ex-international footballer Robbie Savage. “Kevin’s knowledge of horse racing will provide real industry knowledge to our racing clients and supplement and support the expertise and industry knowledge we already have within our sports team,” said Blacks managing partner Chris Allen.
• Mike and Angie Claridge of Pear Sales & Marketing are the new sales
agents for Landown’s equestrian country clothing collection. They are working with Simon Parry of Parry Agencies, who covers the north of England, and Sail Clothing which looks after Scotland and Cumbria.
• Melissa Green, the new marketing assistant for
retailer Derby House, is the first point of contact for marketing and advertising enquiries. Her previous roles include equine business advisor for Carr & Day & Martin. Melissa has a Higher Diploma in equine science from Hartpury College.
• Keith Chandler is the new
president of the British Equine Veterinary Association (BEVA). He previously served on BEVA Council between 2001 and 2006. Keith qualified from the University of Glasgow Veterinary School in 1993 and has worked in both mixed and specialist equine practice in the UK and overseas. After a spell as a lecturer at the University of Edinburgh, he founded the UK's most northerly equine practice, Kessock Equine Veterinary Clinic in Inverness. Keith is married to fellow vet Rachel and they have two young children, Eilidh and Hamish. Paul Jepson is president elect of BEVA.
• Samuel Horrell has joined the
• Minty Knowles, of Baileys Horse Feeds, married Aaron Titmus on 8 September. The happy couple and guests enjoyed glorious weather, a bucking bronco and Argentine asado [barbecue]. 32 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
board of Dodson & Horrell as marketing director. It’s the first time the feed firm’s marketing function has been represented at board level. Joint managing directors John Horrell and Richard Horrell said the appointment reflected Samuel’s achievements as marketing manager. “Samuel has been instrumental in developing Dodson & Horrell’s brands in the dog food and small animal markets, and overseeing the development of new poultry feed products with Adam Henson, farmer and rural TV presenter,”
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• Lindsay McCallum
is feed company Allen & Page’s new area sales manager for the West Midlands. With a BSc and MSc from Hartpury College, she lectured there before moving to Rodbaston College. Lindsay has two horses and competes at British Dressage and British Eventing. “I like working with people and being hands-on with horses, helping owners to overcome their horse’s problems,” she said. “I really enjoy visiting yards and talking with people directly.”
• Shaving bedding supplier Bedmax has appointed Catherine Maher to the new role of area sales manager for the West Midlands and Wales. She joins a team of five sales managers across the UK. With a Level 2 Diploma in horse care and a National Diploma in bedding and horse care, Catherine joins Bedmax from Gloucester based Summerhouse Equestrian & Training Centre where she worked for two years as sales coordinator. Her interests include breeding and showing Charolais cattle
• Laurence Pearman, the proprietor of Gloucestershire retailer Cirencester Saddlers, became the new president of The Society of Master Saddlers (SMS) at the society’s AGM in September. A Master Saddler and SMS Registered Qualified Saddler Fitter, Laurence is keen to promote SMS regional groups and bring in more, younger members. “It’s a great honour to be asked to be president of the society, even more so as it’s the second time around for me. I feel that as members of the SMS, we should represent all types of British quality manufactured saddlery and work more closely to help our manufacturers, as well as keeping up with new developments and technology.” On regional groups, he added: “We’ve always had a vibrant southwest region and another has recently been formed in the eastern area. Regional groups encourage members to not only join in socially, but also to talk about mutual thoughts, ideas, problems and put forward any issues for discussion at the Executive meetings.” Helen Dart, owner of Bookham Saddlery in Surrey, was appointed SMS vice president.
• Congratulations
to TopSpec senior nutritionist Katy Mickle (nee Tyler) and her husband Martyn on the birth of their daughter Elizabeth Hazel. Born on 21 September, Elizabeth weighed 8lbs 5oz - and has already been out and about with the team from the award winning feed company.
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EQUESTRIAN TRADE NEWS NOVEMBER 2012 33
Forage: when isn’t it enough? hose who started your career around the same time as me will remember 2* and 5*
T
petrol. Working on the Isle of Man at Conrhenny Equestrian Centre, my mode of transport was the equivalent of a laid back cob - a one gear yellow moped. Often I was overtaken by a ‘performance horse’ in the shape of a sports cars or motorbikes practising for the TT. I didn’t waste money on 5* petrol for my moped and there was absolutely no way the TT boys would have used 2* petrol. Likewise, we shouldn’t advise feeding performance horses in the same way as leisure horses. When more than 50% of your customers own leisure horses, it makes commercial sense to start with this group. These horses should be receiving the majority of their calories (energy) from fibre; but don’t let customers assume that a forage - because generally that is what they think
provides fibre - provides a balanced diet. The Dodson & Horrell laboratory has a massive database of over 20 years’ grass, hay and haylage analyses which provides us with a very good understanding of exactly what nutrition forage and fibre provide for all groups of horses.
Leisure horse in light work The main concern of the leisure horse owner is to feed fibre, fibre and fibre and to keep their horses as naturally as possible. It’s a good aim but not without its complications. Owners tend to forget that the ‘natural horse’ had access to sparse grazing and travelled around 10miles/day to procure its food. Thus owners need to realise that their horses can eat excess calories from all forages and yet the ‘work’ they do is probably less than the wild ponies considered not to be in work! In fact, the biggest problem with these horses, in the
34 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
Dr Teresa Hollands, senior nutritionist at Dodson & Horrell, warns how horses can be overfed but undernourished.
summer and winter, is that they tend to be ‘overfed but undernourished’ which is increasing their risk of Equine Metabolic Syndrome (EMS)
Fibre from grass Most horses in light work receive excess calories from grazing but are likely to be deficient in some minerals. Research we undertook that was published at BEVA and in Hannover1, 2 showed that even well managed pastures did not provide enough minerals for grazing horses. Maybe even more alarming is that a study we carried out at World Horse Welfare showed that some horses eat 5% of their bodyweight as grass dry matter3 and were putting on 0.7% bodyweight every day (an increase of 4.9% weekly). This wasn’t visually noticeable but was picked up by the D&H weightape. In human nutrition, there is increasing evidence that a lack of micronutrients when
combined with excess calories increases the risks of disease associated with being overweight.4 As retailers, you have a responsibility to make sure your customers understand the overfed but undernourished paradox. Actually, most owners are relieved to find out that they can feed their leisure horses and ponies; although it is vital they control calories.
Solutions • Your customers need to control their horses’ grass (forage) intake as this is providing nearly 100% (+) of their calories. Sell them a muzzle and electric fencing, encourage them to use a lawn mower that collects grass; if they cut the grass, the horses cannot eat it! • No animal (ourselves included) will lose weight staying in bed (ie. a stable) all day. • Make sure customers are nourishing their horses. www.equestriantradenews.com
The equine equivalents of a yellow moped and the lean, mean TT bike are two completely different animals.
Equibites, a vitamin and mineral tablet fed by hand, fly off the shelf whenever we do yard weigh-ins. • When grazing is really poor (not just sparse), discuss a concentrated vitamin, mineral and protein feed e.g. Ultimate Balancer/Blue Chip. • Customers need to control the fibre calories fed, but they shouldn’t compromise bulk. Filler fibre (see ETN Sept, page 24) provides occupational therapy, stimulating saliva and keeping the gut working. If filler fibre is reduced too much, horses are at increased risk of gastric ulcers, colic, dental problems and stereotypy behaviour. • If owners are unable to manage their horses’ fibre intake from grass and the horse is getting fat, then he has to come off it, so alternative fibre needs to be provided. Advise soaked hay, and a long forage product such Safe & Sound.
Fibre from hay and haylage Our research shows that if hay or haylage is the sole ingredient in the diet, then horses will lack topline, have poor feet and coat condition because hay contains poor www.equestriantradenews.com
quality protein and is deficient in vitamins and minerals. If a customer’s horse is lethargic, it’s probably because he’s undernourished. Maintain a high fibre diet by advising low calorie feeds with balanced vitamins and minerals. Half a scoop/day (0.75kg) D&H High Fibre Nuts provides a 250kg pony with all the nutrients he needs.
Forage and the performance horse This is a balance between the health of the horse’s digestive system and the need for performance. Many of the beliefs on feeding the performance horse are based on the current interest in insulin resistance and glycaemic response linked to the metabolically compromised, low exercised, comfortably cuddly leisure horse. But the performance horse is a completely ‘different animal’. Working with Team GBR [Dodson & Horrell is official nutrition supplier] in the build up to the Olympics hammered home the huge differences in the way our elite horses are fed, trained and managed. The performance horse has a
different forage fibre requirement from the leisure horse, or performance will be compromised. Research 5 shows that performance horses fed more than 50% of their calories (energy) as forage had significant increases in maximal heart rate, took significantly longer to recover and had a trend towards a higher rectal temperature. When fed more than 60% forage fibre they drank more water and were significantly heavier; a fact well recognised by the racehorse trainer. Too much fibre (whether from forage or other sources) compromises muscle glycogen recovery in the performance horse 6,7. This makes sense; research shows that whilst the horse has higher glycogen stores than us to start with, they are much slower to replenish glycogen so they need dietary help. Racehorses use up glycogen really quickly, but because races are short, their muscle glycogen levels are reduced by only 20-
40%. Endurance horses use up muscle glycogen slowly but, boy, do they use it up. After an 80mile race, they will have only 33% of their stores left! Imagine you’ve just done a marathon or a sprint race, what do you do? Eat carbohydrate or lettuce? The performance horse needs carbohydrate to keep performing; research shows that muscle glycogen replenishment is fastest 3-12hrs after exercise in our horses and most effective when fed high carbohydrates. How many first places have been missed because of a tired horse with one pole down? They can’t perform on low muscle glycogen.
Solutions • Help customers understand they can feed fibre that isn’t from forage. Look for high fibre performance feeds not leisure feeds. Leisure feeds do not have enough protein, electrolytes or starch for competition horses. • Some horses do compete on leisure or economy feeds, but
long term this reduces their ability to muscle up and develop topline with increased risk of tying up, fatigue and immune challenge. • Performance horses need feeds that are easily digested in the small intestine, to get the glucose into the bloodstream and stored in the muscles and to the brain as efficiently as possible. • High carbohydrate diets can be fed very safely in small carbohydrate meals maximising performance, gut health and welfare. Recommend feeding < 1.5kg/ meal (1g starch/kgBW). • If excess weight gain is an issue, remind customers that forage supplies calories (energy). Alfalfa has an DE of 10 (same as oats), hay 6-9 and some haylages can be as high as oats. But supply is slow releasing and not available fast enough for glycogen recovery. Sometimes the only solution for the easy doer is more work. • Fibre should still contribute 50% of the horse’s diet but the rest should come from properly
formulated competition feeds.
And finally... When customers are guilty of overfeeding leisure horses, often those calories are from fibre. “My pony gets fat on fresh air, I don’t feed him anything,” they’ll say. Probe a little harder and you’ll find those same ponies eat 10 ½ heaped scoops of fresh grass/hour.....hum! Whether you’re talking to an owner of a much loved pony or a performance horse, please try to help them understand the ‘overfed but undernourished’ paradox. 1 Jones, L. Lax,J and Hollands, T (2005) Analysis of the mineral content of spring summer grazing used for thoroughbred breeding stock in the UK Proceedings of 44th BEVA Congress 2 Jones, L., Lax, J. and Hollands, T. (2005) The mineral content of spring and summer pasture grazed by young growing thoroughbreds in the UK Short communication ENUCO, Hanover 6 3 D. G. Smith, D. Cuddeford, R. Mayes T. Hollands (2007) The dry matter intake of grazing horses, Proceedings of 46th BEVA Congress, p295 4 Nutr Rev. 2009 Oct;67(10):559-72. Impact of micronutrient deficiencies on obesity. García OP, Long KZ, Rosado JL. 5 Ellis.JM; Hollands,T; Allen,D. (2002) Effect of forage intake on bodyweight and performance. 34,66-70; Equine vet.J., Suppl. 6 Equine Exercise Physiology 6 Lacombe, V; Hinchcliff, K.W; Kohn, C; Devor, S; Taylor, L.E (2004) Effects of feeding meals with various soluble carbohydrate content on muscle glycogen synthesis after exercise in horses AJVR, Vol 65, No. 7, 7 Snow and Harris 1991. Topliffe et al, 1983; 1985
Something to chew on... The grass is gone. Some hay and haylage is of dubious quality after a wet summer, so customers need alternative forage sources for their horses. ETN finds out what’s available. Keeping condition and staying hydrated THE horse has evolved to function most efficiently on a high-fibre diet and, when turned out, will spend at least 16 hours a day grazing. Fibre plays an extremely important role in the horse’s wellbeing, promoting normal, healthy gut function, providing an effective energy source and supplying useful nutrients such as B vitamins. As winter approaches, many customers will be concerned about their horses losing condition as the nutritional value of grass declines and looking for a feeding regime to avoid weight loss. Some owners, however, will be unaware that horses tend to drink less in cold weather – a decrease of between six and 14 per cent which can lead to a risk of impactions and dehydration-related performance issues. When combined with a change from pasture, which has about 80% water, to hay, containing around 20%, a considerable decrease in water intake can occur. Using soaked fibre feeds, such as Dengie’s Alfa-Beet, will help to increase moisture intake, as well as provide highly digestible fibre. Alfa-Beet is the ideal choice for older horses that struggle to chew. It’s approved by the Laminitis Trust and made from a combination of alfalfa and sugar beet, which must be soaked before feeding. Low in starch and molasses-free, Alfa-Beet has a sugar level of less than 5% – barely half of what you would expect to find in hay. A straight feed, Alfa-Beet should be fed with a vitamin and mineral supplement from the Dengie Natural Vitality Vits & Mins range – or a
compound feed – to ensure a balanced diet. As with all products in the Dengie portfolio, Alfa-Beet contains home-grown alfalfa, a leafy, green plant that is member of the legume family. It is rich in naturally occurring vitamins, minerals and antioxidants, as well as quality protein and bio-available calcium for bone integrity and muscle function. Alfa-Beet is available in 20kg bags, with an RRP of £10.69 to £11.99. t Dengie Feedline 0845 345 5115
Pure and simple
Fibre for all
Something to rely on...
TOPSPEC TopChop Lite and TopChop Alfalfa fibre products were developed to offer horse owners a molasses-free, user-friendly chop that can be fed with other TopSpec products. TopChop Lite is made from alfalfa and oat straw, with a light dressing of soya oil and real mint. Of similar nutritional value to average quality hay but with less sugar, it’s ideal for good doers. TopChop Alfalfa - pure alfalfa with soya oil and real mint – is great for working horses, broodmares and youngstock. Low in starch and sugar, it contains high levels of bio-available calcium. t 01845 565030
SPILLERS has a range of fibre products from low energy to conditioning options. There’s Spillers Happy Hoof for the laminitis prone, while Spillers Cool Fibre is ideal for good doers and those with low energy requirements. It contains garlic plus vitamins and minerals including magnesium, known for its calming properties. Spillers Conditioning Fibre (pictured) is formulated to help build condition without excitability. It contains good quality protein to support muscle tone and topline with soya oil for nonheating calories and excellent coat shine. It’s enriched with vitamins and minerals too. Spillers Senior Fibre contains short chopped alfalfa and straw, plus mint, garlic and soya oil with glucosamine for joint support, live yeast to support fibre digestion and maintain gut health and vitamin E and selenium to help support the immune system. Quality protein helps to maintain topline and muscle tone. Vitamins and minerals are added too. t Spillers 01908 222888
POLLEN, dust and mould – all of which can be found in poor quality forage – can trigger recurrent airway obstruction (RAO) in horses. Like human asthma, the severity can range from the odd cough to reduced exercise tolerance and, in severe cases, an inability to work. For many owners the prevention and cure of RAO lies with feeding dust-free, bagged forage such as HorseHage. HorseHage comes in four varieties – Ryegrass, High Fibre, Timothy and Alfalfa, offering a choice to suit all equines including laminitics. It contains no chemical additives or mould inhibitors, and comes with a 100% quality guarantee. It’s said to be the only forage on the market to have NOPS FEMAS certification which means that the ingredients are traceable and it has been manufactured under the highest industry standards. Horses suffering from RAO should be fed HorseHage from the floor to allow free drainage of the respiratory tract. t HorseHage 01803 527257
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EQUESTRIAN TRADE NEWS NOVEMBER 2012 37
Perfect partners
IF YOUR customers are finding it tricky deciding what to feed this winter, GWF Nutrition has some useful ‘equine package deals’ on its website.
Designed to ensure horses and ponies get exactly what they need, the packages are also careful to avoid over feeding - and your customers over paying. The feed balancer Equilibra 500 + Omega 3 from GWF Nutrition is designed to provide optimum vitamin and mineral content, while complementing the feeding of forages and chaffs, as well as hard feeds, oils and fats. With a non-GM, soya free formulation, it’s nonheating and slow to digest. A 20kg bag has an RRP of £23.99. In winter, when the goodness has gone from the grass, it’s recommended Equilibra is fed with another high fibre, low sugar and starch forage feed. Fibregest by GWF Nutrition complements Equilibra perfectly. A non-soak, conditioning feed ideal for sustaining horses in maintenance or light work, a 20kg bag of Fibregest has an RRP of £11.20. The daily feeding cost is 22 pence, based on 375gms per day. Because GWF Nutrition mills its feed on site, the company claims it can save costs – although quality is never compromised. For horses needing a bit more energy, Tiger Oats can be added to the mix. Tiger Oats is a high-energy (14 Mj), non-heating feed for all working and competition horses. It is made using whole oat grains – which are low in starch - meaning no unnecessary fizz. A 20kg bag of Tiger Oats has an RRP of £12.20 which, based on feeding 250gms a day, has a daily feeding cost of 15p per day. t GWF Nutrition 01225 708482
Hay shortage? No problem! CONCERN for horses’ ageing teeth or a lack of good quality forage make versatile high fibre products an essential line to stock this winter. Allen & Page Fast Fibre can be fed as a complete or partial hay replacement. With a fibre content of 28%, it’s low in starch and soluble sugars and balanced with vitamins and minerals. Fast Fibre soaks in under a minute to form a soft, palatable mash. If more energy is required, Fast Fibre can be used as a base feed, topped up with another product from Allen & Page’s Barley & Molasses Free Range. The next step up in terms of energy is Cool & Collected; the highest energy feed is Power & Performance which provides stamina through slow release energy from fibre and oil. t Allen & Page 01362 822902
Super fibre that suits all sorts BRITISH Horse Feeds describes its Fibre-Beet as a super fibre conditioning feed. The secret lies in the combination of original Speedi-Beet with added alfalfa to provide good quality protein for muscle tone and function. A wide variety of horses benefit from Fibre-Beet, but the product really excels when fed to veterans, fussy eaters, poor doers and horses with sensitive digestion. One such was Costa, a 13-year-old Irish Draft x Connemara. “Fibre- Beet is brilliant at keeping Costa’s digestive system settled,” said his owner Sarah Barnes. “He is sensitive to haylage and it has greatly reduced his upsets.” Fibre-Beet has added biotin for hoof quality and is approved by The Laminitis Trust. It’s highly palatable, and can be used to replace up to 40% of the daily forage allowance. The product is soaked and ready to feed in 45 minutes in cold water, or 15 minutes in hot water. So which customers should be using Speedi-Beet, and which should choose Fibre-Beet? Speedi-Beet provides a high energy feed without depending on cereals. It’s a versatile product that can be used partially to replace forage and concentrates, reducing the non-fibre carbohydrate load of the ration. Fibre-Beet, on the other hand, is regarded as a long term conditioner and is best applied in a simpler system. It was originally derived from the point that grass – no matter how good or bad – can vary tremendously, in terms of yield, nutrient content, physical quality and potential contaminants, depending on season, weather and fertilising. Additionally, many owners are dependent on preserved forage that comes from an early or late cut, and this can polarise the product across extremes.
While an almost perfect match for grass (in terms of fermentation patterns), and superior in its availability of soluble fibres, Speedi-Beet is too nutritionally dense to substitute for large amounts of forage. Typically for a 500kg horse eating 10kg dry matter a day, we are looking at feeding 500g to 1.5kg Speedi-Beet per day, and so its impact on forage intake would be low. Fibre-Beet, however, can substitute large amounts of forage, up to 40%. By doing so it can reduce the variation in the changing fibre profile of grass and so improve its fermentative capability. If your customers still can’t decide which to choose, British Horse Feeds is always happy to help. t British Horse Feeds 01765 680300
NEW! Fibre range from Baileys BAILEYS Horse Feeds launches three new fibre products at the end of this month (November). Alfalfa Plus Oil, Light Chaff and Ultra Grass are British-grown, molasses free and developed to complement Baileys’ compound feeds. Attractively packaged and competitively priced, they are backed by national advertising. Alfalfa Plus Oil is pure high temperature-dried alfalfa with additional soya oil to give it an 11.5% oil content and a digestible energy (DE) level of 12.5MJ/kg, all slow release, and equivalent to that of some conditioning or competition feeds. It represents a valuable source of digestible fibre and quality protein and is ideal for horses with higher calorie requirements, poor eaters of traditional forages (hay or haylage) or when the nutritional value of these is questionable. Baileys Light Chaff is a low calorie, high fibre option to feed alongside LoCal balancer to good-doers and those prone to laminitis. A low starch blend of alfalfa and oat straw, it has a light coating of soya oil, for coat shine, plus a dusting of mint. It’s ideal to help maintain the fibre intake of horses with limited access to grazing and forage. Ultra Grass is dried grass with a splash of oil. With a medium DE level of 10.5MJ/kg, it’s a useful source of additional calories and, like all Baileys fibre products, can be fed with the horse’s concentrate ration or in a separate bucket as an alternative or additional forage source, giving the stabled horse variety and encouraging natural foraging behaviour. The new Baileys fibre products join the existing Baileys Alfalfa Blend, containing alfalfa, green oat straw and clover, and Golden Chaff, a traditional molassed straw chaff, which has been repackaged. t Baileys Horse Feeds 01371 850247
40 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
Grass all year round IT’S A great way of topping up iffy hay, it’s a pure, natural feed – and horses love it. It’s grass of course! Graze-On, a high temperature dried grass chop, has been around for some time. But it’s the label’s grass pellets that are becoming the height of fashionable feeding, says Pam Dear, director of manufacturer Northern Crop Driers. “Historically, we sold the pellets in bulk to go into rations. But now they are becoming really popular in [20kg] bags,” she said. “People are trying to simplify their [horses’] diets, be economical with what they’re feeding and make everything count.” Well informed consumers are keen to take control of what they are feeding, she added. “It’s almost like going back to an era when straights [oats, barley, bran etc] were fed but with different, more horse friendly feeds. And there is no better feed for horses than grass.” Graze-On is produced by Northern Crop Driers from a home grown crop. Leys include a mixture of grass types such as rye grasses, tall fescue and timothy. “More people are beginning to ask us what’s in Graze-On,” said Pam, “which shows they are more aware. Tall fescue is a good, traditional, all round grass.” The grass is harvested and flash dried – at 600 degrees C – within 24 hours. “Hay loses nutrition while it’s in the field drying and wilting,” explained Pam, “but flash drying literally removes the moisture while locking in valuable nutrients.” The result is that Graze-On retains some essential amino acids and antioxidants not present in hay. As well as being ‘sterilised’ by this high temperature treatment, Graze-On is ‘de-dusted’. No coating is added, it’s just pure grass. And, of course, the product provides an excellent source of digestible fibre to keep horses chewing, occupied and their digestive systems happy. Graze-On is available as a short chop in 15kg bales or pellets in 20kg bags. With both having an RRP of around £9, it’s easy to see why the pellets are considered great value. While the chop offers the best chewing therapy, the pellets can be soaked – although they don’t have to be – for horses, such as veterans with dodgy teeth, preferring a sloppy feed. Graze-On is now available throughout the UK, distributed by all the main wholesalers. Northern Crop Driers, also home to a pig farm, has recently installed an anaerobic digester which turns slurry into electricity enabling it to use ‘green’ energy to manufacture Graze-On. t Northern Crop Driers 01759 318396
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Fibre feeding utensils Fibre feeds tend to be bulkier than concentrate rations, so require different feeding utensils. So while encouraging your customers to buy fibre based products, it’s helpful if you stock suitable containers too. ETN talks to two companies who have come up with great ideas to make fibre feeding work the way it should.
Served with style THE ideal equine dinner service – including some generous, fibre sized bowls - doesn’t come safer and more convenient than Tubtrugs. The original flexible tubs are made from human food-grade plastic to satisfy the most hygiene conscious horse owners. While the array of bright colours makes it easy to identify whose feed is whose on a busy yard. These inimitable utensils can fulfil numerous other roles around the stable yard, house and garden too. Supplier Faulks & Cox offers a series of attractive Profit Pack point of sale stands. t Faulks & Cox 01455 848184
Making meals last longer FIBRE feeding ensures a horse eats as it should; little and often. And that’s something the Elim-aNet achieves with ease. The BETA International 2009 Innovation Award-winning product also regulates intake for fatties too – the original motivation for its inventor Ellie Parkin (right). “I saw a gap in the market after years of battling with my greedy, laminitic-prone show hunter pony,” she said. “The vets always recommended double netting, but I was sure there must be an easier, more scientific approach.” And so Elim-A-Net’s unique Inner Net Design was born. “I came up with the solution of incorporating an Inner Net within the haynet to save the hassle of fiddling with two haynets, and to ensure the size of the holes were always kept consistent,” said Ellie who sympathises with owners of overweight horses. “There’s a lot of understanding now that equines require a constant passage of food to maintain a healthy gut; but for many owners maintaining this forage intake can be difficult to fit alongside yard routines. The thought prompted Ellie to develop Elim-A-Net in three distinct sizes, pony, cob and horse with proportional hole sizes. But isn’t Elim-a-Net actually just another haynet? “Unlike other small holed haynets, Elim-a-Net creates a physical barrier to prevent rapid forage consumption and over eating. This slow eating routine helps increase chewing time without having to increase the quantity of hay or haylage fed,” said Ellie. Elim-a-Net has proved its versatility in trials too. “We carried out a study that determined it takes two to three times longer for a horse to eat its hay or haylage from an Elim-aNet, compared with an ordinary haylage net,” said Ellie. “We also conducted a wastage study, which identified that by using an Elim-a-Net, owners can reduce wastage by up to 65%. It also helps alleviate stable vices in bored horses!” Elim-a-Net is the original and only haynet of its type to be offered in three sizes. Enquiries from overseas are encouraging Ellie to move into international distribution too. t Parell Products 07715 172 470
Do you smell a rat? This year’s weather conditions have been particularly favourable for rats and mice to breed – and the little blighters will be heading for your feed store right now. ETN asked the experts at Pelgar how to stay rodent free. uring the summer months, rats especially live happily outdoors in the fields and hedgerows where there is a plentiful supply of food. Come autumn time when the fruits and berries are depleted, rats and mice begin migrating in search of food. This time of year coincides with horses being brought in for the winter which for the retailer means a well stocked shop - and easy picking for rats and mice. Given the choice, rats and mice are picky and only take what they see as the best. However rodents should not be
D
accepted as the norm; there are various steps that can be taken to keep them out and to facilitate a clear and simple control programme when problems do occur. Tidy up: Apart from the obvious of keeping stores clean and tidy inside, clear up outside too as this is where rats will live and from where they’ll enter your premises. Clear away old pallets and stored goods leaning against the side of buildings; cut back brambles and the like to limit protected areas and give access when baiting is required. Clear up spills: Taking time to clear up spilt feed and
If an infestation is identified, rodenticide baits should be placed in protected locations.
42 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
Rats and mice thrive on accessible food sources; the harder it is for them to get to, the harder it is for them to find and then eat the food. reseal spilt sacks helps limit the amount of available food and restricts infestations to specific areas. Repair the fabric of the building: Simple measures such as fixing holes, covering air-bricks and gaps with wire mesh and fitting metal strips to the bottom of gnawed wooden doors helps to keep rats and mice out. Even keeping feed store doors closed during the day will deter migrating rodents. Store carefully: Rats and mice thrive on accessible food sources; the harder it is for them to get to, the harder it is for them to find and then eat the food. Store feed on pallets so it’s raised off the floor, double stacking pallets keeps it further off the ground. Leave a gap between the feed and the store walls to allow for inspection and access for baiting. A gap restricts places where rats and mice hide and store food too. Act quickly: Keep an eye out for early signs of encroaching rodents. Apart from actual sightings, look out for footprints in damp earth around the outside of your
Feed should be stored on pallets or racked so it’s raised off the floor.
store and any fresh burrows. Check for chewed sacks, gnawed doorways and listen for scurrying and squeaks as rats and mice jostle for territory. Once an infestation has been identified, place rodenticide baits in protected locations around the area. Keep bait topped up until no more is taken. Learn more: To find out more about baiting, rodenticides and rodent control tips, order a free copy of PelGar’s ‘Six Steps to Successful Rodent Control’ along with its staff training guide. t Pelgar 01420 80744
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Time to take control Don’t let big brands dominate your merchandising, says Ian Wright.
B
retailers can gain greater presence as a brand in their own right, promoting customer loyalty as a result.
While display units funded by brands may bring shortterm financial gain, it means that manufacturers are able to dictate product presentation
Product variety is a major factor in driving sales. Regularly introducing exciting new products and a larger variety of accessories will entice customers to spend more; it’s often this choice that encourages consumers to visit one store over another. Signing away space to brands offering retail display contracts limits variety and the opportunity to introduce customers to new brands. Typically, smaller brands don’t have the budget to help them stand out against the bigger, more established brands in high footfall locations. However, by taking
y changing the way products are presented in-store, retailers gain control over sales
space. Retailers, especially independents, need to promote their own or smaller brands over the well-known products on sale – to prioritise the customer shopping experience above the demands of suppliers. With some in-store display investment, retailers can shape the shopping experience based on customers’ needs while ensuring they promote the products with the biggest margins.
Take a stand
It’s all in the mix
A great deal better Finally, stores that invest in point-of-sale displays have greater leverage with brands. If a supplier saves money on point of sale, they can often offer better margins and price promotions to attract and retain customers, driving profits for that particular store. Although taking control of point of sale may incur initial costs, over time this cost is negated. By taking control of retail space, retailers can improve profits by presenting products with the best margins in high footfall locations and stake their claim for a bigger slice of the market.
ABOUT THE AUTHOR Ian Wright is the managing director of SDI. The company creates, makes and installs point-ofpurchase, point-of-sale and retail displays for some of the best-known retailers in the UK including Tesco, Marks & Spencer and Pets at Home. For further information, visit sdidisplays.co.uk
Smaller or new brands are often open to offering better margins. and in-store positioning. Independent stores that have their own freestanding display units gain control over where they can display high-margin products, what they display, how they display it and the quality of the point-of-sale display. This choice is priceless in today’s retail sector. By moving away from branded category stands, independent stores can develop their own generic point of sale for each product category. This makes finding products easier for customers, and allows smaller stores to build their own identity as a retailer, without being overshadowed by the collateral offered by brands. By stopping and considering the way products are presented, www.equestriantradenews.com
control of in-store displays, retailers can help smaller brands come to the fore. And when you consider that smaller or new brands are often open to offering better margins, broadening the product mix and in-store location could benefit the bottom line in more ways than one.
Knowledge is critical To sell to your customers, you need to think and act like they do. As well as understanding customer shopping habits, retailers need to identify the methods they use to find products. Simply watch how customers interact in-store and place promotional items at different locations, monitoring closely any uplift in sales. EQUESTRIAN TRADE NEWS NOVEMBER 2012 43
Our flexible friends... Thanks to modern technology, it’s possible to adjust saddles like never before. But who should do the adjusting, asks Ken Lyndon-Dykes. can’t be the only saddle fitter – or equestrian retailer – who’s persistently asked for advice about adjustable trees. Describing horse owners as 'confused' really underestimates the problem. Some designs have been in existence a long time. Some can be what I simplistically term 'cold adjusted'', others are what I term 'heat adjusted'. Some allow the horse owner to undertake the adjustment; others involve a jig or tool.
I
very willing to hand over the job of adjusting a gullet or tree to an expert; it’s the interpretation of 'expert' that often goes wrong! For a start, it is only a saddle fitter who is likely to understand the potential and limitations relating to the adjustments. One of the big – often unrecognised – limitations of widening or narrowing the gullet is that the adjustment can seriously unbalance the saddle and result in pressure points in
Widening or narrowing the gullet can seriously unbalance the saddle and result in pressure points in other parts of the horse's back. Adjusting a tree to comply with a horse's changed shape demands knowledge - and I have no doubt in my mind that it should only be undertaken by a qualified saddle fitter or other suitably qualified persons. Into the latter category I would place very, very few with a BHSAI/BHSI (British Horse Society Assistant Instructor/Instructor) qualification. In my experience, BHS Fellows are much too respectful and canny to allow themselves to be caught up in anything as problematical and controversial as adjusting saddle gullets and/or trees! Horse owners are generally
other parts of the horse's back. I’ve experienced several situations where I’ve been called out as 'a consultant' to advise about a saddle that once fitted 'beautifully' , was deemed (by the rider) to require adjustment, was 'adjusted' 'by an expert' - since when it has resulted in a number of 'sore' or 'sensitive' places, more often than not under the back of the saddle. At BETA International 2012, Barnsby's iTree won an innovation award for saddlery and tack. This system was developed for Barnsby by an engineer – Simon Hurdley and involves an integrated heating system which enables the saddle fitter to mould the
tree –made from a thermoplastic carbon fibre - to correspond to the horse's back profile. The adjustment takes 15 or so minutes to complete. We are used to having elite riders work with saddlemakers to develop ideas that could encourage optimum horse/rider performance. It’s interesting, however, that many of the saddlery industry's most innovative inventions have been contributed by an individual or firm that previously had nothing at all to do with horses! Mr Hurdley's very limited equine experience apparently began and virtually ended – when, as a small boy, he regularly patted the local milkman's horse! For me, one of the obvious pluses of the iTree is that the adjustments can only be undertaken by a saddler or saddle fitter who has invested in the equipment – cradle, control box, etc - needed to carry out the task. The cost is in the region of a thousand pounds and currently the iTree is exclusive to Barnsby-made saddles. I assume this means Barnsby automatically excludes retailers who aren't appointed stockists from purchasing the box of tricks. Thus it would be fair to assume that adjustments can
only be undertaken by qualified saddle fitters. Continental and British manufacturers have been working on designing and developing adjustable trees for many years, some with notable success; names such as Kieffer, Wintec, Fairfax, Albion and Prestige spring to mind. Nowadays there are ranges of saddles that incorporate adjustable gullets, adjustable stirrup bars, variable panels, adjustable knee rolls, air filled panels etc. Many continue to make important contributions to equestrianism. But all have one limiting factor; the successful application is dependent on expertise – and here we return to 'interpretation' of 'expertise'. Adjustable stirrup bars have been a feature of many dressage saddles for so long it’s difficult to remember when this innovation first made its appearance. Adjusting the position of the stirrup is something of which virtually every rider believes him or herself capable, but how often do we find that the stirrup position in use results in the rider's balance being impaired? The incorrect positioning goes unrecognised and the imbalance is extended to the saddle – and transmitted to the horse. 'Adjustable' is good – but only when used in conjunction with 'knowledge'...
Isabell Werth riding in a Wintec saddle, a brand noted for its adjustable trees.
About the author Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international three-day event rider. 44 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
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EQUESTRIAN TRADE NEWS NOVEMBER 2012 45
County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.
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The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay. MARK ROBERTS T/A NORTHMOOR TACK SUPPLIES, NORTH MOOR FARM, NORTHMOOR ROAD, SCOTTER, GAINSBOROUGH, LINCS DN21 3HT £2,621 MRS NEWMAN, THE ROWE VETERINARY GROUP, BRADLEY GREEN, WOTTON-UNDER-EDGE, GLOUCESTERSHIRE GL12 7P £3,651 ELAND LODGE EQUESTRIAN LTD, HOLLYBUSH LANE, DRAYCOTT IN THE CLAY, ASHBOURNE, DERBYSHIRE DE6 5HD £543 MR A BUSHELL T/A REDRUTH PET SUPPLIES, 5 MARKET WAY, REDRUTH, CORNWALL TR15 2AU £475 EAST ANGLIA BLOODSTOCK INTERNATIONAL LTD, SALISBURY HOUSE, 2-3 SALISBURY VILLAS, CAMBRIDGE CB1 2LA £6,343 BIGLAND HALL EQUESTRIAN LTD, BIGLAND HALL, BACKBARROW, ULVERSTON, CUMBRIA LA12 8PB £933 JIM ENNIS CONSTRUCTION LTD, ENNIS HOUSE, SORBY ROAD, IRLAM, MANCHESTER M44 5BA £5,472 MR PAUL HOWLING T/A MOOR PLACE STABLES, PLOUGH LANE, BRAMSHILL, HOOK, HAMPSHIRE RG27 0RF £17,791 MALCOLM DUNNING SADDLERY, THE PADDOCK, 288 CATHERINGTON LANE, CATHERINGTON, WATERLOOVILLE, HAMPSHIRE PO8 0TD £113 MR ROYSTON MOORE T/A K C RIDING CENTRE, BRICK HOUSE FARM, BOWLEY LANE, BODENHAM, HEREFORD HR1 3LG £2,697 MR E CREIGHTON T/A E J CREIGHTON RACING, SATWELL FARM STABLES, WORMSHILL, BADMINTON, SITTINGBOURNE, KENT ME9 0EH £1,168 JUDI THURLOE SPORT HORSES, POND HEAD FARM, OULSTON, YORK, NORTH YORKS YO61 3RD £3,350 MISS LUCY STEVENSON T/A LANGSHOT EQUESTRIAN CENTRE, GRACIOUS POND ROAD, CHOBHAM, WOKING, SURREY GU24 8HJ £1,662 ANDREA VERDINA T/A VERDINA SPORT HORSES, MOLE FARM, MOAT LANE, TAYNTON, GLOUCESTER GL19 3AR £813 EQUINE DENTISTRY UK LTD, HIGHTOWN PARK COTTAGE, POULNER HILL, POULNER, RINGWOOD, HAMPSHIRE BH24 3HR £477 STABLE MANAGEMENT SERVICES LTD, THE OLD STABLES, KNOWSLEY ROAD, AINSWORTH, BOLTON, LANCS BL2 5QB £147 ROBERT FOINER-ARRAND T/A NORTH OF ENGLAND AMBULANCE SERVICE, THE AMBULANCE STATION, ENTERPRISE WAY, PICKERING, NORTH YORKS YO18 7NA £821 MARK ROBERTS T/A NORTHMOOR TACK SUPPLIES, 107 MESSINGHAM ROAD, ASHBY, SCUNTHORPE, SOUTH HUMBERSIDE £17,884 HIGH GOSFORTH PARK LTD T/A NEWCASTLE RACECOURSE, HIGH GOSFORTH PARK, NEWCASTLE UPON TYNE, TYNE AND WEAR NE3 5HP £2,071 HIGH GOSFORTH PARK LTD T/A NEWCASTLE RACECOURSE, HIGH GOSFORTH PARK, NEWCASTLE UPON TYNE, TYNE AND WEAR NE3 5HP £8,391 EQUITIMO HORSEBOXES LTD, UNTI 3 ALLERFORD FARMS BARNS, NORTON FITZWARREN, TAUNTON, SOMERSET TA4 1AL £2,512 EQUI-NATIONAL TRANSPORT LTD, BARFF COTTAGE, BARFF ROAD, POTTERHANWORTH, LINCOLN, LINCS LN4 2DU £1,344 SAXON EQUESTRIAN, HIGHER LITTLEHEMPSTON, TOTNES, DEVON TQ9 6NG £265
46 NOVEMBER 2012 EQUESTRIAN TRADE NEWS
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