ETN (Equestrian Trade News) - November 2020 by ETN (Equestrian Trade News)

November 2020

Volume 44, No 8

GREEN GOODNESS

ALL YEAR ROUND

Meet the farmers growing fibre feeds

TURN UP THE HEAT Winter warmers to boost your sales

PLUS

• AMTRA ACCREDITED CPD FEATURE AND QUIZ • TOP SADDLER PROFILES • NEW PRODUCTS TO STOCK

ETN is the official media partner of BETA International Main Sponsor

Main Sponsor

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Editor’s comment

In this issue... NEWS 4 PRODUCT NEWS 9 EFFECTIVE MARKETING

How to win this BETA Business award

TREATS & LICKS 14 VETERAN CARE

easonal socialising looks like being curtailed by Covid this Christmas. But hopefully people will spend the cash they’d normally splash on parties on their horses and horsey friends and family instead. Equestrians are easy to buy Christmas gifts for. There’s always something they need, luckily for us. And maybe this is the year to think outside the festive box too? According to the British Christmas Tree Growers’ Association, wholesaler orders are already up 28% on last year, with UK grown trees in especially high demand. Just as turkeys are reportedly being slimmed down to cater for smaller gatherings, perhaps extra trees will be needed for more households each welcoming fewer guests this year? In fact, Christmas trees, holly and mistletoe would sell really well alongside feed, bedding and stable yard equipment. There are some brilliant young inventors and entrepreneurs in our industry. Some are driven by their equestrian passion; others bring engineering and technology skills to our sector. The latter group is particularly exciting because they represent fresh blood. With no shows to speak of this year, it’s been hard to give new products an airing. There’s nothing quite like demonstrating an item, handing it to another person to try and then seeing the look on their face… ETN wants to help, so we’re launching

FRONT COVER:

Farming skills come GREEN to the fore when GOODNESS ALL YEAR ROUND growing grass for high quality, fibrebased horse feeds. This scene is from the Poucher family’s PLUS Lincolnshire farm where Emerald Green Feeds are grown, harvested and bagged. Visit www.emeraldgreenfeeds.co.uk for more information. November 2020

Volume 44, No 8

For horses and pets ETN Young Equestrian Entrepreneurs. So, if you’re under 30 and have a new product – or even the germ of an idea – send us a video. Tell us a bit about yourself and your product, and we’ll publicise it across our media networks. ETN is read by leading manufacturers, distributors and retailers, all of whom are receptive to talent and ideas. You never know where it could lead… so email a link to your video to editor@ equestriantradenews.com with ETN Young Equestrian Entrepreneur in the subject line. I heard a great quote the other day: “Stop blaming the pandemic for your screw-ups.” Too right. This is no-one’s fault, we just all have to get on with it as best as we can. And how much better to finish a working day having been kind and constructive rather than cruel and critical about others and their work. They say farmers like nothing better than a good moan; although, to be fair, they have plenty to moan about just now what with Brexit heaping uncertainty on an already changeable world… And then, of course, there’s the weather. The feature ‘How to grow grass’ in this month’s ETN underlines just how much farmers really do have to contend with. As I read, my cynicism about their moaning quickly turned to admiration. Farmers use vast amounts of science, machinery and cash for every cropping; then there’s the time, effort and expertise that only a farmer who knows his land can deliver. If only every horse owning customer knew, they’d appreciate what good value is a bag of top-quality feed.

TURN BACK THE PAGES 18 FEED WHOLESALERS 19 RETAILER PROFILE

FIBRE FEEDING

How to grow grass Branded vs farm haylage Fibre in a bag AMTRA accredited CPD feature Product gallery

24 26 28 30 34

SELLING WINTER ACCESSORIES 39 PEOPLE 40 BENCH SADDLER OF THE MONTH

COUNTY COURT JUDGMENTS

Meet the farmers growing fibre feeds

TURN UP THE HEAT

Winter warmers to boost your sales

• AMTRA ACCREDITED CPD FEATURE AND QUIZ • TOP SADDLER PROFILES • NEW PRODUCTS TO STOCK

ETN is the official media partner of BETA International Main Sponsor

Main Sponsor

WWW.EQUESTRIANTRADENEWS.COM

Liz Benwell Liz Benwell

EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 3

ETN | NEWS

News

British Equestrian announces new team supplier Toggi has been confirmed as the ‘official supplier of casual performance clothing’ to members of the British Equestrian Team and the Equestrian World Class Programme athletes and practitioners. The brand from Finest Brands International previously held the role in 2006 to 2017. Under the new deal, Toggi will clothe all senior team athletes and their support staff for FEI team competitions and championships, plus riders and practitioners on the Lottery-funded UK Sport Equestrian World Class Programme. A new range for British Equestrian (BEF) features four products made with innovative, breathable fabrics and designed for activity and practicality. “We’re grateful to Toggi for this support as being kitted out as a team is more

than just clothing; it engenders a sense of belief, pride and belonging,” commented World Class Performance Director Richard Waygood. More than 4,500 items are to be distributed to riders, drivers, vaulters and support crew. Athletes will have access to Toggi’s sister brand Champion, for helmets and body protectors. “We are driven by a love of equestrian sport in all we do, and are committed to putting something back into the sports in which our products and brands have been so successful,” said Sarah-Jane Fedarb, managing director of Finest Brands International. Replica supporters’ kit will be sold online and through retail stores. A percentage of every sale is to be donated to help fund British horses and riders’ quest for medals.

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Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). Design & Print Designed and produced on behalf of EMC by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020 Publisher Equestrian Management Consultants Ltd

Editor Liz Benwell Email: editor@equestriantradenews.com Advertising Manager Beth Crow Email: bethc@beta-int.com Tel: 01937 582111 Digital Manager Nicki Lewis Email: nickil@beta-int.com The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright All material is copyright Equestrian Management Consultants Ltd

4 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

ADVERTISERS’ INDEX Allen & Page 27 Baillie Haylage 8 Classified 42 Dengie 31 Dodson & Horrell 37 EquiSupplies 21 Falcon Equine OBC Gallop Equestrian IFC H K M Sports Equipments GmbH 39 Henry Bell - Equiglo 11 HorseHage 38 Horslyx 15 Jenkinson 3 Jenkinson 9 Likit (Talisker Bay) 14 NAF 7 NAF 17 Poucher & Sons 33 Red Gorilla IBC Rowen Barbary 29 Saddlery Brands International 13 SEIB 5 Spillers (Mars Horsecare) 35

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NEWS | ETN

FUNDING SECURED FOR JOB-HUNGRY YOUNGSTERS

More than 50 equestrian companies offering 70 positions have joined a group led by BETA to recruit young people. With the trade association as their co-ordinator, these firms get direct access to financial support under the Government’s Kickstart job creation scheme. Kickstart funding is available for job placements in new roles for six months. The Government pays 100% of the relevant National Minimum Wage for 25 hours a week, plus associated employer National Insurance and pension contributions. There is also £1,500 per position available for setup costs, support and training. “Thanks to the positive response from equestrian companies, we have been able to form a stand-alone group to access this valuable funding,” said Claire Williams, BETA executive director. “With the future in mind, it’s important that we attract able young people to the varied opportunities available within our sector.

Feed contamination causes racing and competition withdrawals The talking point after last month’s Prix de l’Arc de Triomphe was not so much Enable’s failure to win a hattrick in the race, but a contaminated feed scandal. Aidan O’Brien withdrew all four of his horses from the race after they tested positive for a banned substance. The Irish trainer – who’d been warned by the manufacturer of a possible contaminant in the Gain feeds he uses - said he’d acted “to protect the integrity of racing.” In total, 11 horses trained by the O’Brien family were withdrawn from races during the meeting in Paris. British trainer Roger Varian, who also feeds Gain, withdrew seven runners from race meetings. Gain Equine Nutrition (the equine feed brand of Glanbia) had announced it was investigating the potential presence of a contaminant in some batches of feed. The Irish based company advised customers with competing horses to refrain from feeding its products. The British equestrian disciplines also warned competitors about the issue, prompting a number of withdrawals - in some cases as riders were on their way to events. The contaminant, Zilpaterol, is a synthetic beta-agonist approved for use as a performance-enhancer in some beef production systems outside the EU. Gain says the synthetic substance has never formed part of any formulation in any of its animal nutrition ranges. As the company began its own investigations and testing, relevant authorities, including the Irish Department of Agriculture, were informed. Apologising to customers, Martin Ryan, head of Gain Equine, said: “A thorough investigation and trace back of all feed ingredient sources is underway as a matter of urgency to determine how this external contaminant could have found its way into some batches of our equine product.” When ETN asked what the situation meant for Gain stockists, we were referred to existing statements and updates on the company’s website. There will undoubtedly be ramifications following the withdrawal of four contenders for Europe’s richest horse race. The Arc is worth €2.5 in prize money, with the breeding value of winning and placed horses running into many millions more. The following week, Gain said it had re-commenced equine feed production and would be in contact with customers regarding resumption of feed supply. However, the company added: “We continue to ask our equine customers to refrain from feeding their current stock of Gain Equine products to their animals.”

SEIB Insurance Brokers cover my Saddle Fitting business, and I must say they are a very efficient company, I have a point of contact who I am able to speak to if I have any questions, which means I’m not passed around the company in painful circles as has been known with other companies. When I had a query, the lady that dealt with it couldn’t have done more to help me and explain the scenario to me, finding a resolution. A truly fantastic service. I can highly recommend SEIB, I honestly feel they have your best interests at heart! I am a saddle fitter based in Kent, with a passion and obsession for horses having the best fitting saddle. I work with Bliss Of London who are excellent and offer me all the options required for the most tricky horses. I have a personal love for PREs (Spanish) horses which I have owned and fitted saddles for over 20 years, and now fit many PREs for clients. Jane Randall

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SEIB were there to help!

ETN | NEWS

CENTRE OPENS FOR YOUNG SADDLERS

West Midlands Mayor Andy Street has visited the new Walsall Leather Skills Centre. The training centre, which opened in the town’s The Bridge last month, is funded by the Saddlers Company Charitable Trust. It aims to build on Walsall’s leather heritage by encouraging new talent into the trade and creating jobs.

COVID-SAFE EQUESTRIAN SPORT CONTINUES

Equestrian sport continued last month minus spectators and under strict Covid-19 restrictions. The British Riding Clubs TopSpec Dressage to Music Championships (pictured) took place at Bury Farm Equestrian Village in Buckinghamshire. Horse & Country TV were on site proving live streaming from the show, an increasingly popular way to keep fans and supporters in touch. Olympia organisers announced the 2020 show’s cancellation, with Liverpool International following suit. Looking ahead to next season, NAF Five Star is to sponsor the new riding clubs combined training championships at Aston-leWalls in May. In other sponsorship news, Synovium Supplements has teamed up with international dressage family, the Eilbergs And PDS Saddles is to support the British Dressage Elementary Freestyle Winter Championships at the NAF Five Star Winter Championships next April (14 – 18).

Saddle brand switches route to market

PDS and Pessoa Saddles are being supplied directly to saddle fitters by the manufacturer. The brands’ owner, Argentina based saddle-maker Ruiz Diaz, says the move will mean more competitive prices and a three-week delivery for custom-made saddles. PDS, developed with dressage ace Carl Hester (pictured), and Pessoa – named after legendary showjumper Nelson Pessoa, were previously distributed in the UK by Fieldhouse Riding Equipment. Ruiz Diaz has appointed Sam Forrest PR to act as PDS and Pessoa saddles’ marketing agency and to liaise with saddle fitters. “Prices will be a lot more competitive,” Sam told ETN. “The manufacturers wish to develop a network of UK saddle fitters and can send them sample sets to work with.” Carl Hester initially put his name behind the PDS brand six years ago and continues to have input into its development. 6 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

RAMAs’ useful role widely recognised

Industry professionals have a good understanding of the role of AMTRA and its Registered Animal Medicines Advisors (RAMAs/ SQPs), according to a new survey. Researchers telephoned a cross-section of stakeholders including trade and consumer press, animal health charities, industry bodies, medicines manufacturers, livery yards, farmers and retailers. With all respondents recognising that AMTRA RAMAs play a useful role in providing advice to owners when buying animal medicines, there was also strong awareness (72%) of the training and support AMTRA provides to its RAMAs. There are almost 7,000 RAMAs across the equine industry, farming and companion animal sectors. Said Stephen Dawson, AMTRA secretary general: “We’re delighted with the overwhelmingly positive feedback we have received, but this exercise has also been important in identifying areas which can be improved, or indeed where messages need to be amplified to create and raise awareness. “While there is a good understanding of the training and CPD undertaken by RAMAs, we see the opportunities to work with industry partners, for example to raise awareness amongst the RAMAs’ colleagues about their important role in the distribution of animal medicines. “The challenge is to achieve greater awareness amongst industry, to ultimately educate the horse owning public on this valuable RAMA resource.”

WELCOMING NEW MEMBERS The following applications for BETA membership were approved at the most recent meeting of the trade association’s Council. Sabbot Headwear (Trade member), Littlehampton, West Sussex. Distributor of headwear. The Saddle Shack (Retail member), Holsworthy, Devon. Tackshop specialising in used and new saddles Happy Equine Ltd (Trade member), Bury St Edmunds, Suffolk. Organic grooming products. International Energy Crops (Trade member), Market Drayton, Shropshire. Grower and producer of forage for animal bedding and feed. Asgard Saddlery / Rob James Rawson (Retail member), Hyde, Cheshire. Saddlery, saddle fitting. Insight Equestrian (Agent member), Chester Le Street, Durham. Sales agency for equestrian brands. Training Toolz Ltd t/a Equitoolz.com (Associate member), Wetherby, West Yorks. Digital technology, online training. Innovation Tax Specialist (Associate member), London. Tax consultancy. WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

whateverâ&#x20AC;&#x2122;s round the corner nothing works like

bonfires nothing works like

cold mornings nothing works like

dentist visit nothing works like

Stock-up for whateverâ&#x20AC;&#x2122;s round the corner WWW.EQUESTRIANTRADENEWS.COM

fright nights

Clipping nothing works like

nothing works like

winter weather

fireworks nothing works like

nothing works like

hacking

vet visit

nothing works like

For more details please contact your NAF Area Sales Manager, or the NAF Sales Office on 01600 710726 or email info@naf-uk.com

naf-equine.eu/uk EQUESTRIAN TRADE NEWS OCTOBER 2020 | 7

ETN | NEWS

IN BRIEF

Bedmax was named Manufacturer of the Year in the 2020 North East Business Awards. The Northumberland based equine bedding supplier beat two engineering companies to the title.

DOGS AT WORK

Like their humans, dogs have had to adapt to a new coronavirus normal. Such is the case for Cooper the lurcher and Libby the wirehaired fox terrier who belong to Emma Owens, Horslyx’s key account manager for the UK north. Usually both Horslyx hounds would be out on the road with Emma, but now they’re working from home – and sneaking the occasional duvet day. Emma and her husband Luke rescued three-year-old Cooper as a tiny puppy. Unaware of his 25kg size, Cooper likes to sit on Emma’s knee. Unusually for his breed, he’s learnt to swim. Terrier Libby was born with a disease that meant the bone in her leg was dying. After an operation to fit a bionic leg, Libby now lives life to the full. Libby and Cooper love to be around when Emma’s on video calls, so you might catch a glimpse of them – probably snoozing on the sofa! • Tell us about your dogs at work, even if they’re working from home. Drop ETN a line and a picture to editor@ equestriantradenews.com

The Society of Master Saddlers (SMS) AGM, held virtually in September, heard that membership stands at a record 543. UK membership totals 396, with 147 overseas. There are 289 Registered Qualified Saddle Fitters within the membership, with the trainee category seeing the biggest increase to 91.

ÝCountry clothing supplier Alan Paine is the new UK distributor for Arxus, the Swedish brand specialising in rubber field boots. Scottish retailer Harbro County Stores donated 50p to the Riding for the Disabled (RDA) for every bag of own brand feed sold across its 21 outlets during October.

ÝPerry Equestrian is sponsoring 13-year-old showjumper Tabitha Kyle with yard equipment such as stall chains, grooming products, tubs and trugs, SafeTie ties and Aquaroll water carriers. Leicestershire-based Tabitha’s parents are event riders Mark and Tanya Kyle. Young leatherworkers and saddlers are invited to apply for the Abbey England Scholarship, now in its fourth year. The winner will receive £500 worth of bench equipment as well as business mentoring. Said Richard Brown, CEO at Abbey England: “We understand the pressures saddlers and leatherworkers face at the beginning of their careers. The outlay they must find, to get the right tools for the work they are doing, is a huge investment.” Entries, to be via the Abbey England website, close on 27 November. Need more news? Sign up to receive ETN’s weekly e-newsletter directly to your inbox. It’s free. Find out more at equestriantradenews.com 8 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

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PRODUCT NEWS | ETN

Product News

ITALIAN INSPIRATION

Rhinegold has introduced a new luxury leatherwork range. Rocco Italia is all about up-market, beautifully hand-finished leather products. The collection takes its inspiration from the grandeur of Italian fashion and decor. Pictured is the Rocco Italia Tuscany Paddock Boot. This short boot in luxury leather is fully leather lined. It has front lace detail and a rear zip for ease of use. Sizes are 3(36) to 11(45) and the RRP is £78.50 Rocco Italia by Rhinegold is available exclusively from Snowhill Ltd.

Saddle has total adjustability

The new Bates Artiste dressage saddle (RRP £3,499) offers complete adjustability for horse and rider. Thanks to the Adjustable Ergonomic Stirrup Bar and external FlexiContourbloc, the Artiste is the only dressage saddle fitters need in their vans, says Bates Saddles. Riders can appreciate the ultra-close contact SynergyPanel. While fitters can customise the position of the bloc and bar to suit each customer’s riding position. This is the first close contact dressage saddle from Bates featuring all of the brand’s HART (Horse and Rider Technology) system characteristics.

STACK AND STORE

The Gorilla Tub Stack ‘N’ Store is a clever storage solution from Red Gorilla. It’s great for saving space while keeping the tackroom tidy. Each lidded tub has two easygrip handles on the sides, and two handle holes at either end, making them easy to carry and manoeuvre. Made with more than 70% recycled polypropylene, they’re environmentally friendly too. The storage boxes can be stacked when in use. When empty, they nest inside each other – also handy for in-store display. Gorilla Tub Stock ‘N’ Store are available as 25-litre capacity size tubs, with seven different colour lid options.

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EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 9

ETN | PRODUCT NEWS

Turning festive shoppers into loyal customers

As we approach Black Friday (27 November) and Christmas, retailers attract new customers who haven’t shopped with them before. So on top of the seasonal sales boost, there’s a fantastic opportunity to expand your loyal customer base, says Cate Barnes of e-commerce experts Citrus-Lime. An effective loyalty scheme is a valuable tool for converting one-time shoppers into repeat customers. The promise of saving on a future purchase is a powerful motivator to entice customers back to your business. This is distinctly different from an immediate reward in a number of ways. An immediate reward only promotes that purchase, instead of giving customers a tangible incentive to return. Whereas the promise of future saving gets customers thinking about their next

OLD FAVOURITE REFRESHED

Saracen Horse Feeds has updated Re-Leve Mix, its cereal-free performance ration which was launched more than 20 years ago. Drawing on research by Saracen’s nutrition partner Kentucky Equine Research, the updated formula is alfalfa free. It also includes BMC, a Buffered Mineral Complex, featuring a highly bio-available source of vitamins and minerals. BMC also contains a proven stomach buffer which helps to maintain optimal stomach pH and supports a healthy hindgut environment. In addition, BMC supports bone density in young, growing and performance horses - important for horses in intense training and working at speed. Michael Bacon, sales and marketing director at Saracen Horse Feeds, said: “The best just got better; over the past 20 years, Re-Leve has led from the front offering a reliable performance feed to horses prone to gastric ulcers.” High in oil and super fibres, the mix is low in starch (8%), low in sugar (6%) and designed to replace cereal based concentrates for horses in work that react adversely to high cereal and starch levels. Blackcurrant flavoured Re-Leve Mix also contains vitamins E and C, organic selenium and live yeast. It comes in 100% recyclable bags; even the liners and ink can be recycled.

Walkies in style Country boots brand Le Chameau has launched a collection of dog accessories. The branded range includes a leather collar and lead, dog bed with soft tweed cushioning and collapsible dog bowl.

10 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

purchase straight away. Citrus-Lime Customer Rewards is proven to raise the average transaction value: the ability to earn rewards points encourages customers to spend more. When each purchase generates incentive for the next one, there is always a reason to come back to your shop. It’s a perpetual cycle, promoting a long-term relationship between customer and retailer. This also creates a positive reason to stay in touch with your customers, reminding them of the rewards they’ve built up to use on their next purchase. It keeps your business fresh in their minds. If you don’t have a loyalty scheme, it’s well worth getting one sorted before the festive season.

MARTINGALE VARIATION The Passier Martingale makes tacking up easier. Thanks to a snap hook, the martingale attachment can independently be removed and attached. This new martingale is available in full size, in black or Havana and with stainless steel or brass fittings.

Brand launches first competition jacket Holland Cooper has introduced tailored competition jackets in navy or black. With an RRP of £199, the four-way stretch garments have a slim fit. Performance features include a showerproof membrane, mesh lining and breathable eyelets underarm. With Holland Cooper gold coloured hardware, and a vented back panel with signature tape detailing, this stylish jacket meets competition regulations.

BOOSTING WINTER SALES Equine Products UK is offering stockists money-off deals, display signs and marketing support to help boost autumn/winter sales. The horse health and supplement company has new PoS and is offering product training. Deals apply across its range which includes Relax cooling clay, No More Bute and Everyday Electrolyte. WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

WARM TO THE CORE

The Core Stable Rug from Yaris Equestrian is made from 1,000 denier nylon, has 200g polyfill and is lined with shine-enhancing materials. With double front fastenings, crossed surcingles and a cord fillet string, there’s sheepskin padding at the neck to protect from wither rubs. The Core Stable Rug is manufactured in Britain by Yaris Equestrian – and proudly features the Yaris logo on a leather signature badge. It’s a classic rug to stand the test of time. In navy with red binding, the RRP is £80 and sizes 5’ to 6’9”

Double whammy

SUPERIOR Quick-Soaking Unmolassed Beet Flakes

Respiratory Balancer from Horslyx supports equine respiratory health in two ways. Firstly, the palatable lick contains ingredients such as menthol, eucalyptus and aniseed to support the airways. Secondly, a high specification blend of vitamins and minerals supports the horse’s immune system. Horslyx Respiratory can be added to any horse’s winter feeding regime. It’s especially useful for stabled horses, for whom dust in forage and bedding can be a problem, as brand manager Gillian Wardle explains. “Horse owners are more aware than ever of the impact of poor respiratory health on their horse’s wellbeing and athletic performance. “Those looking out for their horses during the winter can trust Horslyx to help see their horses through the long dark evenings of eating hay and haylage and sleeping on shavings or straw.”

RRP

WHAT A SUPER PRODUCT! Every so often, a genuinely different product arrives with a winning formula. One such is Dexter Trackpant breeches from DVR Equestrian. As practical and comfortable as riding tights, but with a little more space and a stylish twist, they’re made from 78% recycled ocean plastics. Environmental credentials aside, Dexter Trackpants are everything a horsey girl desires – style included. Two zip pockets (with proper sturdy zips) have stretchy pocket bags so that a phone sits against the leg in the saddle. The elasticated waistband has a drawstring. And DVR’s signature leg panelling not only flatters but has silicone grips too. The two-way stretch fabric keeps its shape and offers UV protection (UPF 50+). Importantly, Dexters repel hair and dust; one fan even wears these trackpants for clipping! Nor do they absorb much water, so when riding or working in the rain, they quickly dry out. In black, beige or graphite, Dexter Recycled Trackpant breeches retail at £89.99.

£9.95 Great value for horse owners reining in their spending

WHY PAY MORE?

equiglohorsefeeds.co.uk facebook.com/equiglohorsefeeds/

twitter.com/EQUIGLOFEED

instagram.com/equiglohorsefeeds/

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EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 11

EQUIGLO® and 10 MINUTE BEET® are registered trademarks of Henry Bell & Co

ETN | SPECIAL REPORT

A business with winning form

What does it take to win the TSM Marketing Effectiveness Award, one of a series of 2020 BETA Business Awards?

he TSM Marketing Effectiveness Award was introduced in 2020 to celebrate effective communications and the value that brings to a company and its brands. The award seeks to set a global benchmark, highlighting the way in which successful marketing activity can address business problems and improve results.

Tim Smith presents (left to right) Katrina Pedlar, Kristy Hodgson and Claire Shand, of Westgate Labs, with the 2020 TSM Marketing Effectiveness Award.

WHO CAN ENTER AND HOW DOES IT WORK?

WHY DID WE CHOOSE TO ENTER THIS CAMPAIGN?

WHAT ARE THE JUDGES LOOKING FOR?

WHAT ADVICE WOULD YOU GIVE TO POTENTIAL ENTRANTS?

The award is open to all equestrian companies, including retailers, manufacturers and suppliers, that can show the contribution a marketing campaign has made to their business. Budgets can range from shoestring proportions to no-expensesspared initiatives because the key driver is not the cost, but that compelling link between marketing activity and increased business performance. Marketing campaigns could include the use of sponsored riders or feature a specific social media strategy – key elements found in previous BETA Business Awards. Companies are invited to put themselves forward for the 2021 award and should contact Agy Mossakowska in the BETA office for an entry form – telephone 01937 587062 or email agy@beta-uk. org. Entries close on 31 December 2020. An independent panel of judges will concentrate on four core elements: • Clear expression of a business problem. • An explanation of the benefits experienced as a result of specific marketing and communications campaigns, which might be one-off initiatives or year-long programmes. • Proof of the link between results and activity. • Clarity of case with a well-written, structured and presented entry.

WINNER’S CASE STUDY: WESTGATE LABS Westgate Labs, a Northumberland-based company offering a postal worm count and testing service, collected the 2020 TSM Marketing Effectiveness Award. Judges praised the company’s clear objectives and ability to show how its campaign had brought increased interest and financial benefits. Claire Shand, Westgate Labs’ director of marketing and communications (pictured) explains the business’s winning All Seasons subscription plan.

12 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

All Seasons was an easily defined marketing campaign with a start, middle and end, so we could really tell a story with it. The subscription service, although on trend, was new for us and we were able to articulate why we chose this approach, the problems it would solve for our customers and the benefits it would bring to horse health and our business. Our budget was small, so we described strategic decisions we had made to hone marketing, and demonstrated the measurable impact each spend had. Patiently refining the project paid off; All Seasons has been a huge success for us. Not only were we able to show how many subscribers we’d gained over the six months from a standing start, but also the context of this within the business.

Put yourself in the judges’ shoes. Imagine they know nothing about you and describe the decisions and actions you made in the context of your business and the impact of them. The BETA entry form gives really good guidance to help you lay this out.

HERE’S HOW WE DID IT

We began by identifying our three recurring business challenges: • Customer retention – keeping our existing customers and attracting new business. • Increasing testing frequency – seeking to increase the average testing intervals in line with veterinary advice to worm count every eight to 12 weeks. • Improving cash flow – allowing horse owners to spread the costs and helping us through the seasonal quiet period.

PRESENTING OUR SOLUTION

We offered our clients a bespoke plan for their horses, with all tests needed to target the right parasites at the right time of year, delivered to their door in exchange for one simple monthly payment. With our sights set on a spring launch, we spent the winter working with our website providers to ensure that the service, database, payment and communications elements were in place for a great user experience. Budgets were kept tight, with copywriting and design done in-house. We had around £5,000 for a launch period concentrated WWW.EQUESTRIANTRADENEWS.COM

XXXXXX | ETN over March to April 2019. Our spend went on stock images, social media amplification and online advertorials, Facebook remarketing, online flyers, a competition giveaway and advertising in regional print media.

SHOWING OUR RESULTS

Six months after launching, we were thrilled with the impact that All Seasons had made to our business with the following results: • We had a healthy database of subscribers. • Current projections show that the subscription service will make up more than 7.5% of our business income over a 12-month period. • Overwhelmingly positive customer feedback. • We have a new model that helps to ease cash flow through winter. • Good press coverage, sustained social media engagement and increased mentions by working with vloggers. • A 22% increase in web traffic compared with the same period in 2018. • A ratio of 70:30 new to existing customers. • A USP over our competition.

WHAT DID WE LEARN?

The launch reaffirmed that marketing is ultimately about helping people to solve their problems. A lot can be done with an iPhone and some creativity – and by targeting spend in the right places. Defining demographics is key to keeping costs down.

THE BETA BUSINESS AWARDS 2021

The 2021 BETA Business Awards recognise individuals and companies who go above and beyond for the benefit of the equestrian industry. In addition to the TSM Marketing Effectiveness Award, there is the BETA Export Award, Weatherbeeta Retail Employee of the Year Award, SEIB Retailer of the Year, Stubbs England Nutritional Helpline of the Year, Citation Trade Supplier of the Year and the BETA Lifetime Achievement Award. The Equine Careers Sales Representative of the Year and Equestrian Event of the Year supported by Henson Franklyn are being held over until 2022 because of the coronavirus pandemic. For further information and details on how to nominate, visit beta-uk.org.

Perfect in any Arena

With saddles for every discipline and conformation priced at just RRP £899, there is an Arena Saddle that’s perfect for every horse and rider.

Beautiful Comfortable Practical…

Perfect!

MEET THE SPONSOR

Tim Smith Marketing (TSM) is a full-service agency providing digital and offline campaigns, helping to deliver results and grow brands. It employs a wide range of marketing channels, including traditional communication, video content, social media and paid media. Founded by Tim in 2002, the TSM team has a wealth of knowledge and experience – and a passion for making a difference. Clients include companies in the equestrian, pet, country pursuits, hospitality, events and artisan food sectors.

WWW.EQUESTRIANTRADENEWS.COM

Arena saddles are distributed within the United Kingdom by Saddlery Brands International. For more information contact our team on +44 1865 670 888.

EQUESTRIAN TRADE NEWS OCTOBER 2020 | 13

ETN | EQUINE LICKS AND TREATS

Happiness in the palm of your hand Whether it’s for reward, enrichment – or simply spoiling a favourite horse, licks and treats have become a significant product sector. Let’s get in on the entertainment…

WHICH FLAVOURS DO HORSES PREFER? We all like to give horse treats to reward good behaviour. Sometimes we need to give our horses something especially tasty to get them to take their medicine. Or just because we love to make them happy. So which flavour do they like the most? You probably would guess peppermint, molasses or carrot. Maybe even chocolate? Those might be great for you, but it turns out they rank pretty low among horses’ favourites, says Denise Cummins of The Thinking Equestrian, a research-based website. How about oats? Or bran? Don't horses love bran mashes? Nope. Not those, either. OK, how about apples? Surely, they must rank way up there in horsey must-haves? Afraid not. So what do horses love the most? You won't believe the answer… Deborah Goodwin, BSc, PhD at the University of Southampton tested equine choices on 12 different flavours. The results were published in Applied Animal Behaviour Science (2008). The top three that horses loved most were: 1. Fenugreek 2. Banana 3. Cherry Peppermint came 7th.

When a lick is more than a treat

Horslyx balancer licks are designed to complement a forage-based diet. While the smaller hand-held Mini Horslyx are the ideal treat. But there’s more to it than that. Because the 650g Minis are so palatable, they can be used not only to reward good behaviour, but as bribery too. Mini Horslyx can be used to assist loading and catching, and to quell fidgety horses during clipping, trimming or plaiting. They’re also the ideal distraction tool during visits from vets, farriers and therapists. Farrier Abby Bunyard is an ambassador for Mini Horslyx. For ten years, she’s regularly used the tasty licks to help her shoe and trim nervous horses. “Mini Horslyx encourage the horse to lick and focus on the product rather than on what the farrier is doing,” she says. Horslyx come in Original, Mint, Garlic, Mobility, Respiratory and Pro Digest varieties and sizes from 650g up to 80kg.

Seriously Fun!

likit.co.uk 14 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

WWW.EQUESTRIANTRADENEWS.COM

HEALTHY AND TASTY

Cavalor fruities and sweeties are low sugar and enriched with vitamins A, D and E. Both treats come in a handy 750g pouch with a resealable zip. The RRP is £5 each. Cavalor fruities have a forest fruit flavour; while Cavalor sweeties taste of coconut and vanilla. Keep them by the till!

A Christmas cracker Dodson & Horrell Equi-Bites make the ideal seasonal gift idea. The low-calorie vitamin and mineral treats can be fed from the hand or sprinkled on top of a feed. Equi-Bites provide important micronutrients, while added herbs make them highly palatable. And since they’re low in starch and sugar, even equines prone to laminitis can enjoy a treat. The RRP is £10.95 for 2.8kg.

MADE FOR SHARING

Equerry Minty Treats come in 20kg bags – ideal for larger yards or sharing. A healthy option, the fibre-based nuggets are low in sugar, non-heating and cereal-grain-free; so they won’t cause ‘fizz’ Equerry Minty Treats can be fed by hand, in a treat ball or added to feeds to tempt fussy feeders. The RRP for 20kg is £12.50.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 15

ETN | PET CARE

Veteran care: same but different Through recent uncertainty, our customers’ undying care for their animals - horses, dogs and cats – shines through, says Kate Hore RNutr (Animal). R.Anim.Technol, NAF head nutritionist working equines who need a high specification, cost effective solution to soundness. Superflex Senior utilises high levels of glucosamine sulphate – the only form of glucosamine consistently shown to be effective – in a synergistic blend with MSM, chondroitin sulphate, HA, naturally sourced antioxidants and omega-3s. Superflex Senior is advised daily to maintain flexibility in older horses still leading active lives, and is also suitable for elite equines of all ages with hard working joints.

s suppliers, we have an opportunity to provide not just equine care, but meet customers’ desires to provide for their pets too. Recent years show a changing trend in pet owners, away from seeing their vet as the first call for healthcare, and towards seeking advice in-store. With rising pet ownership reported, now is the time to stock up to meet the needs of all your customers’ animals. But what are the essentials? Caring for the veteran animal is key, and it is an expanding market. Advancements in veterinary medicine and welfare result in an ageing population of horses, dogs and cats. Can we help our customers improve animals’ ‘healthspan’ – the time spent in good health – rather than simply extending ‘lifespan’?

SOUNDNESS

One phenomenon shared by all – including ourselves – is ‘inflammageing’, a progressive chronic inflammatory response, commonly seen as joint changes. Joint stress in older horses and dogs is similar. We’re likely to see gait changes and poor performance, while dogs may be less willing to enjoy long walks, or reluctant to jump into the car. In cats, the signs are subtler, as they’ve evolved to protect themselves by hiding signs of weakness. However, research shows joint stress in over 90% of older cats, so it’s worth discussing with your customers. Cats may jump less, but you are more likely to see general reduced activity; longer sleeping, decreased grooming, with heightened licking over the joints, and behavioural changes. Formulated by veterinary and nutrition teams at NAF and Natural VetCare, we recommend choosing the right synergistic nutrition, including glucosamine, MSM, antioxidants and omega-3 fatty acids, formulated to suit the lifestage of each specific animal. NAF Five Star Superflex Senior is the ideal choice for older, 16 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

Natural VetCare Ageility provides all round nutritional care for older dogs to stay active. Ageility combines optimal levels of key joint support nutrients, with targeted nutritional support for canines. The ‘super-food’, chlorella, works synergistically with vitamin E, manganese and zinc to support the body’s antioxidant defences. Compromised heart health is common in older dogs, hence Ageility includes hawthorn to support a strong, healthy cardiovascular system. Natural VetCare Senior CatCare provides all round nutritional support to maintain health and vitality in older cats. Here we see key joint support combined with nutrients such as potassium chloride and omega-3s for kidney support, as urinary health is often a major marker of ageing in senior cats. Natural ingredients often provide dual-purpose benefits, and glucosamine is a good example here. While supporting older joints, glucosamine may also maintain a healthy urinary tract, as it is present in the protective bladder lining, and often deficient in cats with urinary stress. For animals who need extra support with maintenance of comfortable joints, don’t forget devil’s claw. Where comfort is the primary concern, we advise NAF Devil’s Relief for retired horses and Natural VetCare Relief for dogs. WWW.EQUESTRIANTRADENEWS.COM

Same but different XXXXXX | ETN

BRAIN HEALTH

It will come as no surprise to find that a decline in mental acuity, the brain’s ‘sharpness’, is a common sign of ageing in mammals often seen in older dogs, where signs include changes in sleep patterns, disorientation and memory loss. They may appear ‘lost’ in their own environment, and if basics of obedience are not obeyed, they’re not ignoring you – they may simply have forgotten the meaning. Over half of cats over fifteen exhibit the geriatric brain, with signs including reduced activity, increased sleeping and becoming withdrawn. For both cats and dogs, inappropriate toileting behaviour, such as in the house, is also recognised as a sign of cognitive stress. Horses, too, can show cognitive changes. While they often appear youthful well into their teens, this tends to change when progressing into their twenties. Geriatric horses (late 20s+) may stare into space, change behaviour or become disorientated. Veteran horses can lose their place in the herd. Targeted nutrition to support changes is recommended whether equine, canine or feline. The adoptogenic herbs ginseng, ginkgo and immortality have attracted interest across species for their ability to help the brain adapt to change. Adaptogens work in synergy with natural antioxidants, important as oxidative changes, leading to free radical stress, is seen in the ageing brain; while omega-3s support brain health through anti-inflammatory channels. NAF In the Pink Senior is a perfect balancer for equine OAPs (Old Age Performers)! It combines broad-spectrum micronutrients for general health, with pre and probiotics to support digestive function – important, as digestion can become compromised in older horses. Pink Senior also provides ginkgo and ginseng to maintain ‘spark’, working alongside natural antioxidants. Natural VetCare Ageility, is a good all-round choice for older dogs, as alongside the joint support discussed above, Ageility also provides herbal support for mental acuity from ‘immortality herb’. Of course, we’re not promising your customers’ dogs will become immortal, but we certainly see how this herb has made a name for itself as a powerful adaptogen. Natural VetCare Senior CatCare provides all round support for the older pet. To maintain the natural curiosity for which cats are famous, Senior Catcare includes ginseng, alongside natural omega3s, with antioxidants including chlorella and vitamin E. Whether horse, pony, dog or cat, NAF and Natural VetCare can provide the right targeted nutritional solutions for age related issues in all your customers’ creatures – great and small.

Five Star veteran care for your horse, dog and cat

Superflex Senior Five star treatment for healthy, flexible senior joints

in the Pink Senior A special formula carefully balanced to keep the older horse fit.

Ageility For older stiff dogs who want to feel good Relief For stiff dogs the choice is painless

Selected references • Available on request from info@naf-uk.com

Senior CatCare For older cats who want to feel good

For more information please contact your NAF Area Sales Manager, call the NAF Sales Office on 01600 710726, or our

FREE Nutritional Advice Line Call 0800 373 106 naf-equine.eu/uk WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS XXXX 2020 | 17

ETN | ETN REPORTING

TURNING BACK THE PAGES…

For four decades, ETN has reported on the equestrian trade. Let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago. In November 2015, ETN reported:

FIVE YEARS AGO...

Aerborn Equestrian went into liquidation. Run for many years in Nottingham by the late John McGowan, and famous for its ‘string vest’ anti-sweat rugs, the business had been acquired by Tremayne Roden in 2008. Aldi launched an equestrian range as part of the supermarket’s Specialbuys initiative. Jodhpurs at £12.99 and country boots at £19.99 went on sale. A new saddlery shop opened near Tamworth. West Midlands Saddlery was owned and run by Eve Bickley, who also worked as an equestrian photographer, supported by her parents Roy and Kim Bickley. Suppliers welcomed the announcement that BETA International 2016 was to move from its traditional February dates to January.

In November 2010, ETN reported:

TEN YEARS Hampshire retailers Barry and Wendy AGO... Laker, who had run Tack and Togs in Petersfield for six years, closed their shop. Instead, the couple started an online operation specialising in men’s and boys’ riding clothes. The Lakers blamed mounting overheads, the recession and a greedy landlord for their decision to shut up shop. They put their remaining stock on eBay, and Barry intended to spend the winter hunting. Bauer Media relocated its Horse Deals business, which it had acquired earlier that year, from Tadcaster to Peterborough. The publisher did not comment on the fate of its 12 staff, but said the editorial team of Barbara Young and Penny Richardson would continue to work remotely. Retail chain Countrywide acquired Town and Country Supplies. One of the south-west’s largest equestrian stores, it had been run by Simon Kerslake and his father Barry for 35 years.

In November 2000, ETN reported:

HIGHER PERFORMANCE

20 Stylo Matchmakers International was YEARS acquired from its parent company AGO... Stylo plc by its existing managers. The new company, for which the buyout team gave a nominal £1 as well as paying off debts of £1.85 million, was to be known as Matchmakers International. Neville Lawrence, David Brooke, Nigel Ziff, Christine Bowyer and David Hutchinson were the new owners. The Horse&Hound website went live. Publisher IPC Media said it aimed to attract “a whole new audience of webliterate equestrians.” The editor was Barbara Young. Rachael Holdsworth left her post as marketing director of Horse Health Products (UK) after 13 years to set up her own PR and marketing business. A farmer’s daughter, Rachael had joined Horse Health 18 months after it was established by Philip Ghazala.

In November 1990, ETN reported:

For further information please contact: Anne Priestman, UK National Sales Manager Call 07912 197000 Email apriestman@glanbia.ie

18 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

The Gulyas family, the Suffolk-based YEARS owners of Husky, vowed to return AGO... the clothing brand to the UK retail trade after an absence of five years. The quilted jackets and waistcoats had become fashionable across Europe. But Edna Guylas, who ran the business with son and daughter Steve and Fern, complained that in the UK “tatty copies were ruining the Husky name.” Gary Reed acquired Outdoor Life, one of three retail outlets put onto the market by Casual Riding. Alexandra Artley of Keith Bryan Saddlery in Walsall, became the first ever lady winner of the saddle-making class at the Society of Master Saddlers’ National Competitions. Oliver Morton chaired the judging panel. WWW.EQUESTRIANTRADENEWS.COM

FEED WHOLESALERS | ETN

Meet the UK’s feed wholesalers Check out these suppliers who serve feed merchants and retailers across the country. COMPANY NAME: Armstrong Richardson Wholesale YOUR LOCATION: Stokesley, North Yorkshire. MAIN BRANDS STOCKED: Allen & Page, Baileys, Dengie, Dodson & Horrell, Gain, Heygates, NAF, Redmills, Saracen, Spillers, Thunderbrook, TopSpec. CAN RETAILERS COLLECT FROM YOUR PREMISES? Orders can be collected. Our minimum order for collection is £100 excluding VAT. DO YOU DELIVER TO RETAILERS? We offer nationwide delivery on our own fleet of vehicles and third party pallet carriers. CAN YOU SUPPLY MIXED PALLETS? Our expertise is picking mixed pallets of feed, bedding, supplements and accessories.

DO YOU OFFER INCENTIVES/ PROMOTIONS TO THE TRADE? We run monthly promotions and weekly telesales. DO YOU ALSO SUPPLY HORSE BEDDING? We have a large range of bedding including Bedmax, Bedwell, Easibed, Hutton Mill, Jenkinsons, Megazorb, Nedz Bedz. HOW CAN RETAILERS PLACE ORDERS WITH YOU? Orders can be placed online or over the telephone with our team of Account Managers. WHAT MINIMUM FIRST ORDER DO YOU REQUIRE? £300 excluding VAT

COMPANY NAME: Friendship Estates Ltd YOUR LOCATION: Stubbs Walden, Doncaster, DN6 9BU, UK.

CAN YOU SUPPLY MIXED PALLETS? Yes.

MAIN BRANDS STOCKED: ReadiGrass, HorseHage, Mollichaff, Dengie, Spillers, Dodson & Horrell, Allen & Page, Baileys, British Horse Feeds, Topspec.

DO YOU OFFER INCENTIVES/ PROMOTIONS TO THE TRADE? Yes, full pallet discount.

CAN RETAILERS COLLECT FROM YOUR PREMISES? Yes. DO YOU DELIVER TO RETAILERS? Yes. Northern England and Wales only for deliveries of HorseHage and Mollichaff. Nationwide for all other product ranges depending on order size.

DO YOU ALSO SUPPLY HORSE BEDDING? Yes - Bedmax. HOW CAN RETAILERS PLACE ORDERS WITH YOU? Email or Telephone. WHAT MINIMUM FIRST ORDER DO YOU REQUIRE? 1 Tonne (location dependent).

T: 01302 700220 E: info@friendshipestates.co.uk W: www.friendshipestates.co.uk

T: 01642 714389 E: sales@armstrongrichardson.co.uk W: www.arwholesale.co.uk

COMPANY NAME: Bones South West

YOUR LOCATION: Hatherleigh Devon.

DO YOU DELIVER TO RETAILERS? Devon, Cornwall, Somerset, Dorset.

DO YOU ALSO SUPPLY HORSE BEDDING? Yes, all major brands.

MAIN BRANDS STOCKED: All.

CAN YOU SUPPLY MIXED PALLETS? Yes.

HOW CAN RETAILERS PLACE ORDERS WITH YOU? Email or Telephone.

CAN RETAILERS COLLECT FROM YOUR PREMISES? Yes.

DO YOU OFFER INCENTIVES/ PROMOTIONS TO THE TRADE? Yes, monthly offers.

T: 01837 810888

E: orders@bonessouthwest.com

WWW.EQUESTRIANTRADENEWS.COM

WHAT MINIMUM FIRST ORDER DO YOU REQUIRE? £250 W: www.bonessouthwest.com EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 19

ETN | FEED WHOLESALERS COMPANY NAME: H M Scarterfield Ltd CAN YOU SUPPLY MIXED PALLETS? Yes.

YOUR LOCATION: Chichester, West Sussex. MAIN BRANDS STOCKED: Allen & Page, Baileys, Dengie, Dodson & Horrell, Mollichaff & Horsehage, Saracen, Spillers Horse Feeds, Thunderbrook, Topspec, Keyflow, Target Feeds, Honeychop, Emerald Green, numerous straight feeds, NAF, Global Herbs, Equine America. CAN RETAILERS COLLECT FROM YOUR PREMISES? Yes. DO YOU DELIVER TO RETAILERS? Dorset, Hampshire, Wiltshire, Surrey, Sussex, Kent, Berkshire, Middlesex, Greater London.

DO YOU OFFER INCENTIVES/ PROMOTIONS TO THE TRADE? We pass on manufacturer promotions and offer volume discounts. DO YOU ALSO SUPPLY HORSE BEDDING? Aubiose, Megasorb, Bliss, Bedsoft, Ecobale Cardboard, Aquamax, Shavings, Bedmax, BurlyBed. HOW CAN RETAILERS PLACE ORDERS WITH YOU? Email or Telephone. WHAT MINIMUM FIRST ORDER DO YOU REQUIRE? Depends on delivery location.

T: 01243 572732 T: 01243 572276 E: sales@scarterfields.co.uk

COMPANY NAME: Youngs Animal Feeds YOUR LOCATION: We have 3 branches Huyton in Liverpool, Congleton in Cheshire and Standon in Staffordshire. MAIN BRANDS STOCKED: Sweet Meadow range of fibre feeds and chaffs, Allen and Page, Baileys, Dengie, Dodson and Horrell, Spillers, Saracen to name but a few. CAN RETAILERS COLLECT FROM YOUR PREMISES? Yes. DO YOU DELIVER TO RETAILERS? Yes throughout the North West, North and Mid Wales, Midlands and Shropshire. CAN YOU SUPPLY MIXED PALLETS? Yes.

YOUR LOCATION: Saham Toney, Norfolk.

YES – bi-monthly offer book and online offers.

MAIN BRANDS STOCKED: Baileys, Dobson & Horrell, Allen & Page, Hi Light.

DO YOU ALSO SUPPLY HORSE BEDDING? Yes, delivered within the eastern region only. We stock bed-down, Aubiose, Easibed, Unibed, Verdo, EH Haylage, Dengie.

DO YOU DELIVER TO RETAILERS? Yes – Nationwide delivery via couriers. Eastern Regions served by own vehicles. CAN YOU SUPPLY MIXED PALLETS? Yes. DO YOU OFFER INCENTIVES/ PROMOTIONS TO THE TRADE?

DO YOU ALSO SUPPLY HORSE BEDDING? Yes Bedmax, Easibed, Nedzbed, Small Flake, Aubiose, Shavings to name but a few. HOW CAN RETAILERS PLACE ORDERS WITH YOU? Email or Telephone. WHAT MINIMUM FIRST ORDER DO YOU REQUIRE? 1 ton or 50 bags of mixed products.

T: 07740 401232 E: Rebecca.whalley@youngsanimalfeeds.co.uk E: info@youngsanimalfeeds.co.uk Standon: 01782 791260 Congleton: 01260 272623

COMPANY NAME: Su-Bridge Pet Supplies Ltd

CAN RETAILERS COLLECT FROM YOUR PREMISES? Yes.

DO YOU OFFER INCENTIVES/ PROMOTIONS TO THE TRADE? Yes via a monthly trade offer sheet featuring both national and be spoke promotions. Also full pallet discounts available on most lines.

HOW CAN RETAILERS PLACE ORDERS WITH YOU? Once a trade account is opened, orders can be placed via our website, over the phone, or directly with our reps. WHAT MINIMUM FIRST ORDER DO YOU REQUIRE? No min first order.

T: 01953 882485 w: www.su-bridge.co.uk

20 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

COMPANY NAME: Henry Cole & Co.ltd YOUR LOCATION: Ewen, Cirencester, Gloucestershire.

CAN YOU SUPPLY MIXED PALLETS? Yes.

MAIN BRANDS STOCKED: All.

DO YOU OFFER INCENTIVES/ PROMOTIONS TO THE TRADE? Yes, monthly offers.

CAN RETAILERS COLLECT FROM YOUR PREMISES? Yes. DO YOU DELIVER TO RETAILERS? Yes, Gloucestershire, Herefordshire, Worcestershire, Oxfordshire, North Somerset, Dorset, South Wales.

DO YOU ALSO SUPPLY HORSE BEDDING? Yes, All major brands. HOW CAN RETAILERS PLACE ORDERS WITH YOU? Email or Telephone. WHAT MINIMUM FIRST ORDER DO YOU REQUIRE? £350

T: 01285 770387 E: info@henrycole.co.uk W: www.henrycole.co.uk WWW.EQUESTRIANTRADENEWS.COM

bedtime

Trade prices Multi-product deliveries Wide variety of quality equestrian bedding Price

•

Delivery

•

Quality

Pure Flake ® Premium

Pure Flake® Ultra

Pure Flake® Extra

Pure Green® Flax

Pure Golden Straw

Supadry ®

01666 510054 | equisupplies.co.uk | sales@equisupplies.co.uk WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWSSEPTEMBER 2020 | 21

ETN | RETAILER PROFILE

Learning from the best Some 25 years ago, the Society of Master Saddlers (SMS) ran its inaugural Qualified Saddle Fitting course. One of the first ten candidates, Anthony Batchelor, talks to ETN about his family’s long history in saddlery and his holistic approach to saddle fitting.

The old shop in Epping high street was sold in 2005 and the business moved to a farm-based workshop.

TELL US ABOUT YOUR BUSINESS.

A.E. Batchelor & Son was established in Epping, Essex in 1919 by my great grandfather. He was a cobbler who employed a saddler as part of the business. When the saddler left to set up in opposition, his son - my grandfather Alfred Batchelor – was forced to change his career plans and train as a saddler. This he did at Bliss and Co in London. This move started the family’s involvement in saddlery. Originally most of the work revolved around agricultural harness, later evolving into more modern saddlery, riding equipment and clothing. The workshop employed three saddlers. And Alfred Batchelor became well known in Essex and surrounding areas as he travelled to fit saddles and collect repairs. Meanwhile, my father John started his training at Cordwainers College in Hackney, also working at Bliss & Co before entering the 22 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

family business in the 1960s. I joined the business in 1990, aged 18, after a year at Cordwainers. I was lucky enough to be apprenticed to our formidable and perfectionist workshop manager Bob Cuthbert (Mr Cuthbert to me) who taught me bench saddlery skills. I started saddle fitting with my grandfather, and from 1993 ventured out alone. In 2005, we sold our shop in Epping High Street and moved to a workshop based on a farm in Moreton near Ongar, Essex to concentrate on saddlery and saddle fitting.

WHAT MADE YOU TAKE THE SADDLE FITTING COURSE 25 YEARS AGO? My grandfather thought it would be a good for me, as someone new to the trade, to gain experience. I was only 23 at the time, and pretty daunted when I arrived to discover that most of the people WWW.EQUESTRIANTRADENEWS.COM

RETAILER PROFILE | ETN WHAT ARE THE DOWNSIDES?

Diary planning; it’s the absolute bane of my life. Trying to book enough appointments to be commercially viable but at the same time be efficient, provide a high level of service and not overstretch myself is becoming more and more difficult.

HOW HAS THE INDUSTRY CHANGED?

Customers now have more choice of saddles and designs, and there are many more options to aid the fitting of difficult horses. There’s also much better co-operation between professionals such as vets, physios and trainers, something the SMS has been instrumental in helping to achieve. The saddle fitting qualification has definitely improved the profile and respect of saddlers and saddle fitters in general. Workshop life from the 1950s: Bob Cuthbert (left) adjusts a bridle and Anthony’s grandfather Alfred Batchelor is waxing thread.

taking the course had been in the trade for considerably longer than me. Everyone was really kind though. There were interesting talks and lectures from Kay Hastilow, Ken Lyndon Dykes, Mark Romain, Maurice Emtage and Stewart Hastie. I also learnt a lot from talking to more experienced candidates taking the qualification. I was surprised when I passed although the feedback was that I passed well. Since then, I’ve been lucky enough to work with talented riders, trainers, vets and physios who have really helped my understanding of the horse, rider and saddle as a combination. Over the years, I’ve regularly attended the refresher days run by the SMS.

IF YOU COULD WISH FOR ONE ASPECT TO IMPROVE, WHAT WOULD IT BE? For every customer to understand that the saddle is just one part of a number of things that are important to the benefit and happiness of their horse and the quality and improvement of their riding. However, nowadays most people understand that the holistic approach usually achieves the best results. Other than that, I wish for 25 hours in a day, and a bit more time to play golf and watch cricket.

WHAT HAVE BEEN THE HIGHS AND LOWS WHILE SADDLE FITTING? I get particular enjoyment and job satisfaction from working with the Chigwell Riding Trust for the Disabled, and other local Riding for the Disabled (RDA) groups. Other highs would be managing to help a client with a difficult horse and achieving a positive result for them. I’ve had a couple of customers literally cry with relief when we’ve solved a particularly testing problem. As a big football supporter, I’ve also had the pleasure of looking after saddles for some Premier League players and their wives which is always exciting. The lows are the very occasional difficult customer. And being knocked flying by a loose horse resulting in my glasses ending up on the other side of the yard - but thankfully not my teeth. Another memorable low was coming off second best to an angry Rottweiler who was a more than proficient guard dog. I had to cancel my afternoon appointments to sit in A&E.

WHAT DO YOU MOST ENJOY ABOUT SADDLE FITTING?

The contact with my clients and their horses. As our business has been established for so long, we’re fortunate to have a list of loyal customers who we know very well and enjoy working with. Of course, I also get massive enjoyment from working with the actual horses. They have been the greatest educators of all. Also, I’m lucky to work outside and see the change of seasons and the rhythm of the year.

Anthony Batchelor enjoys working with horses and riders, but hates diary planning.

WWW.EQUESTRIANTRADENEWS.COM

John Batchelor (left) and Anthony in the workshop.

“Since then, I’ve been lucky enough to work with talented riders, trainers, vets and physios who have really helped my understanding of the horse, rider and saddle as a combination” EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 23

ETN | FIBRE AND FORAGE

How to grow grass The finest farming skills are needed to growing grass for high quality, fibre-based horse feeds, as Sarah Poucher explains.

Each crop of grass can be harvested up to five times a year.

id you know that worldwide there are over 11,000 species of grass? In the UK alone, there are approximately 100 species; and this is only species - not varieties. The type of grass thatâ&#x20AC;&#x2122;s grown and used to make equine feed is very different from the type of grass you would find growing in your lawn at home. Lawn grasses tend to be mixtures that are easily maintained, whereas the grasses used in agriculture tend to be grown for their high yielding qualities, as they are harvested on a regular basis. Grass is rarely only one specific variety; usually there is a mixture of varieties - and very often species - in any one grass field. The specific grass species that I am going to focus on in this article is Fescue Grass, in particular Tall Fescue (scientific name: Festuca Arundinacea) including varieties such as Kora, Barelite and Mahulena. Tall Fescue grass can be identified by its broad, coarse leaf. It is very resilient to extremes of heat and cold and has good wear tolerance which is very important in agriculture in order to withstand the large vehicles running on it during the regular harvesting process. The structure of the plant growth makes the need for weed control minimal. As an extremely dominant species of grass, the Tall Fescue grasses smother out any other growth from weeds, eliminating the need for any use of chemical herbicides.

SOIL TESTING

The majority of agricultural land is regularly tested to see what nutrients are present in the soil and what may be lacking. This ensures farmers are able to assess the ongoing needs of the land. 24 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

Testing shows what nutrients are used by growing certain crops, and therefore what is required to be replaced to create healthy soil to grow future crops. Soil samples are taken from various places in fields using a GPS mapping system. These samples are then sent away to be tested. Once the samples are analysed, the results are transferred onto a digital map of the farm which shows the farmer the areas that require additional nutrients and minerals adding to them. There are obviously many different soil types; however, the standard required elements are usually phosphorus (P) and potassium (K), also known as Ps and Ks. Sometimes the soil can become too acidic and can require lime, a form of calcium (Ca), this helps to balance the pH levels in the soil. The Ps and Ks, and also the lime, are spread on the fields at variable rates according to the required amounts shown on the maps. Technology is key in the farming industry these days; this means the GPS map produced by the analysis can be uploaded to the tractorâ&#x20AC;&#x2122;s computer system, thus ensuring the correct amount of the required nutrient is spread on the areas of the field that are lacking in it. This is known as variable rate spreading. All of these essential nutrients are required to keep the soil healthy for growing crops.

WORKING THE LAND

The growing process starts with ensuring the soil is properly prepared. Cultivation is the first operation carried out. This means that the land is worked in order to create a bed of soil following the harvest of the previous crop in the rotation. Once cultivated, the next step is to flat lift. A process that breaks WWW.EQUESTRIANTRADENEWS.COM

FIBRE AND FORAGE | ETN up the subsoil (the layer of soil below the topsoil), this eases compaction from when the tractors and vehicles have been running on it previously and also ensures that the roots are able to descend into the soil once the seed is drilled. Following the flat lifting process, the field will be power harrowed to make a level seed bed. The seed will then be drilled into the soil. The final step in this process is to flat roll the field. This reduces the risk of any soil and stones potentially damaging the harvesting machinery. Working the land and drilling the seed usually takes place during the last weeks of summer and the first weeks of autumn. This is very weather dependant; if the land is too wet or too dry, the farmer will be unable to work it properly. In the spring, the crop will start to grow and nitrogen (N) fertiliser will be spread on the fields to help the growth of the crop. Once established, the crop will be in situ for up to 5 years.

Emerald Green Feeds pellets and chop provide the benefits of fresh grass all year round.

ER S NT IZE -E R O P -T TH EE I FR IZ W U Q

TEST YOUR KNOWLEDGE AND WIN GOODIES

The first three ETN readers to send us correct answers to the quiz below will each receive a goodie bag from Emerald Green Feeds. The hessian bags contain a host of merchandise including a hoodie, travel mug, flask, note book and beanie hat. Simply email your answers to bethc@beta-int.com and include you name, business name and telephone number. Working the land is highly weather dependent.

HARVESTING

In order to get the most consistent quality of feed, the grass should be harvested at the same growth stage each time. Harvesting starts in the spring, around mid to late April, and again is weather dependant. In an average year, the grass could be harvested up to five times. As with everything in farming, this completely depends on the right mix of sunshine and rain. Harvesting continues until the grass stops growing, sometimes as late as October/November in a warm year. The grass is ordinarily harvested in a cycle; however different soil types can also affect the growth of the crop. So occasionally the grass will have to be harvested out of cycle in order to ensure it is at the correct growth stage. The harvesting process starts with mowing, the grass is mown and then rowed in preparation for the forage harvester. The forage harvester will collect the grass and chop it into short lengths, this is then taken by trailer to the drying plant to be made into horse feed. If needed, following each harvest, the grass is given an application of nitrogen (N) fertiliser to encourage growth for the next harvest.

DRYING

To guarantee the grass is field fresh, once it enters the drying plant it is flash dried. This takes approximately 30 to 40 seconds. Removing the moisture at such speed ensures that the naturally occurring vitamins and minerals are still present in the finished product. The end result is as palatable to the horse as being turned out to pasture - can provide the benefits of fresh grass all year round.

About the author: Sarah Poucher is a member of the Lincolnshire farming family that grows Emerald Green Feeds.

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1. What is the scientific name for Tall Fescue? Festuca Arundinacea Festuca Glauca Festuca Rubra 2. What are the 2 elements often spread on the field following testing? P and K Ca and P Ca and K 3. What is the process of applying nutrients to the soil called? Variable rate spreading Variable spreading Variable application spreading 4. What is the element Ca (lime) used for? To replace lost nutrients It is applied following harvest It helps to balance the PH level 5. When does the land work usually take place? Spring/summer Summer/autumn Autumn/winter 6. Which process eases compaction in the soil? Cultivating Flat lifting Power harrowing 7. How long is the grass crop in situ? 2 years 3 years 5 years 8. Up to how many times is the grass harvested each year? 4 times 5 times 6 times 9. What is applied to the grass if needed following each harvest? Calcium Potassium Nitrogen 10. How long does it take to flash dry the grass? 10-20 seconds 30-40 seconds 1-2 minutes

EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 25

ETN | FIBRE AND FORAGE

Branded or farm-grown haylage? The choice is about more than cost, says Becky Taylor.

Big bales produced on farm may appeal on price. But that’s not the whole story…

hould horse owners buy branded haylage from you, or bales from their local farmer? It’s a question over which many are dithering right now. In the end, the choice is often made purely on cost. But how can owners be sure they’re feeding the most suitable type of forage to their horses, and therefore actually getting good value for money? Most haylage is made in a similar way. After the forage (usually grass) is cut, wilted and baled, it’s wrapped to exclude air and thus preserve it. Big bale or farm haylage is generally seen as cheaper than branded small bales. But do horse owners know what’s in the respective bales? And do they factor in aspects such as wastage and nutritional quality? Farm haylage is often made from older, previously grazed pasture which tends to contain perennial weeds. At best, these can be unpalatable to horses; at worst, they’re palatable yet harmful. Big bale haylage can vary hugely in terms of quality, nutritional content, dry

matter and acidity. Indeed, farm haylage is unlikely to have been analysed or come with a quality guarantee. Bales vulnerable to puncture are often a problem on small yards because the haylage will quickly become contaminated and unsuitable to feed. Likewise, there’s a lot of waste if big bales aren’t used up before they go ‘off’. And, of course, big bales are notoriously difficult to handle and store without appropriate machinery.

WHY BRANDED IS BEST

On the other hand, forage from a wellestablished, reliable producer, such as HorseHage, offers consistent nutritional value, a nutritional analysis and quality guarantee. Importantly, HorseHage is what is says on the bale – dust-free. Another advantage of using branded forage is that a customer can choose the variety or type of grass most suitable for their animals. They might require higher or lower energy, for example, or something appropriate for those prone to laminitis.

PRODUCTION TRANSPARENCY Knowing how a haylage has been made can give customers peace of mind as to its quality. In the case of HorseHage, specifically selected grasses are sown, with the land usually reseeded every two to three years. Daily analysis takes place to maintain grass quality.

The grass is cut and turned in the same way as hay. But instead of allowing it to dry completely, it is baled at a semi-wilted stage when the dry matter is around 55%. Under HorseHage’s quality control system, moisture content, fibre and nutrient levels are monitored throughout production. During baling, hydraulic compression is used to leave a minimum amount of air in each bag. This allows optimum fermentation and minimises mould growth. Inside the bag, yeast and bacteria ferment causing the sugars in the grass to break down, reducing acidity levels and giving the forage a pleasant, sweet smell while preserving the grass. The bales are then heat-sealed into double-lined plastic bags to reduce the risk of puncturing. They can be stored outside on a pallet and are easy to handle; they can even be popped into a car boot. On average, a bale of HorseHage fulfils the forage requirements of a 500kg horse for three days. Once open, it keeps for five to seven days.

About the author: Becky Taylor writes on behalf of HorseHage. For advice on feeding horses, ponies and donkeys, you and your customers can call the HorseHage Helpline on 01803 527257 or visit www.horsehage.co.uk

Branded haylage comes with a quality guarantee.

26 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

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“Looking good for years to come!” Beau started to lose weight as he got older, so I moved him onto Calm & Condition, which he loves! Since being on this Beau has gained weight and has a brilliant shine! He raced for 12 years, and at 20 years old he’s still going strong, and thanks to Allen & Page will be looking good for years to come! – Hayley Jackson and Bywell Beau

For Topline Without The Barley High calorie to help with weight gain and/or maintenance

Contains a probiotic and a blend of prebiotics for digestion

High in fibre with controlled slow-release energy sources

Fully balanced with vitamins and minerals*

For more information contact our Sales Team: 01362 822 900 | helpline@allenandpage.co.uk

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EQUESTRIAN TRADE NEWS XXXX 2020 | 27

ETN | FIBRE AND FORAGE

It’s in the bag! Forage for horses was traditionally in bales. Now it’s in bags too – creating more opportunities for merchants, says Clare Barfoot.

WHAT’S ON THE MENU APART FROM HAY?

Having a good understanding of alternative fibre and forage sources, and their suitability for certain types of horse, while keeping plenty of options in stock means you will be well prepared to help customers if they’re having problems sourcing hay or haylage this winter. There are, loosely, three categories of bagged forage; some can completely replace hay or haylage while others are partial replacers but will help limited supplies go further. Short chopped fibres: These can be a useful option. Some contain vitamins and minerals in addition to chopped straw, grass and alfalfa. Some are designed to completely replace hay due to their similar levels of protein, fibre and energy. Often these products are also suitable for laminitics and good doers. Soakable fibre products: Often these can partially replace hay due to their high fibre and low sugar and starch content. Products with protein levels of 8-10% are similar to hay in terms of nutritional value. High Fibre Cubes: These are a versatile and palatable way of providing additional fibre to the daily ration as a complete compound feed, as a partial forage replacer or as healthy fibrous treats in a snack ball.

FORAGE NEEDS FOR PARTICULAR TYPES

t’s likely that hay and haylage will be pricey this winter, thanks to a dry early growing season in April followed by a wet harvest. So, all the more reason for retailers to stay up-to-speed with good quality, bagged forage and fibre options that can complement or completely replace your customers’ hay or haylage this winter.

WHAT IS FIBRE?

Fibre is classified as a structural carbohydrate because it plays a mainly structural role in the cell wall of plants. It’s found in highest concentrations in grass and forages such as hay, haylage, straw and alfalfa. Other sources include sugar beet, wheatfeed, soya hulls and oatfeed. It’s particularly important to make sure horses and ponies have plenty of fibre during the winter months to replace grazing.

WHY IS FIBRE SO IMPORTANT FOR HORSES?

Horses are herbivores, designed to digest a vegetarian herbaceous diet. They have evolved to eat for up to 18 hours a day, with 65% of the gut devoted to digesting fibre. Such is the horse’s need for fibre that if they don’t receive enough of it, they can suffer increased risk of gastric ulcers, colic and weight loss. Mental wellbeing can also be affected if horses are unable to forage and chew as they have evolved to do. Horses should not be left for more than six hours without forage. 28 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

It’s easier to make recommendations if you know what’s suitable for a particular type of horse. Good doers: Clean, high quality straw is useful for good doers and overweight horses to decrease the energy density of hay. It can be used to replace up to 30% of the hay ration but should be introduced slowly. Poor doers: Chopped dried grass is ideal for poor doers and veterans but shouldn’t be used to completely replace forage and should be avoided for laminitics and good doers. It is harvested earlier than hay and is dried artificially rather than in the field. Greener in colour than hay, it’s often higher in protein and energy. Grass nuts can also be useful for poor doers and veterans but shouldn’t be used as a complete hay replacement. They are generally unsuitable for those prone to laminitis because they usually have high water-soluble carbohydrate content. Seniors: Seniors show their age in different ways. Those with dental problems - one of the main reasons for weight loss in older horses - find soakable fibre much easier to eat while others may be absolutely fine with short-chopped forage. Encourage your customers to ensure their senior fulfils their need to trickle eat, by having consistent access to fibre, as this will help to keep their digestive system healthy. For seniors struggling to maintain weight, steer customers towards feeds that provide energy through highly digestible fibre sources (sugar beet, alfalfa and soya hulls) and oil. About the author: Clare Barfoot RNut is marketing and research and development director at Spillers.

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Safe alternatives

Spillers has a wide choice of high quality fibre alternatives, across the categories, to keep most horses safely fed this winter if hay is hard to come by. Spillers’ suppliers are audited annually to ensure they meet the manufacturer’s stringent quality standards. The majority of ingredients are sourced within the UK, including the main fibres in the chopped fibre products, which are mainly oat and wheat straw, alfalfa and grass. Each bale is inspected before acceptance into Spillers’ plant, and quality checks happen during and after manufacture to ensure consistent product and nutritional delivery.

SOAKABLE

• High in fibre, low in starch and molasses, Spillers Speedy-Mash Fibre soaks in under 60 seconds to form an apple-scented mash and works as a partial or total hay replacer. • Spillers Senior Super-Mash is useful for condition and gut health, ideal for those with dental issues and soaks in two minutes. High in fibre and molasses free, it contains live yeast. It can be used as a partial or total hay replacer.

SHORT CHOP FORAGE

• Spillers Happy Hoof is a low calorie, short-chop forage ideal for those prone to laminitis. It has vitamins and minerals, plus biotin for hoof condition and is approved by the Laminitis Trust. Useful as a partial or total hay replacer. Spillers Happy Hoof Molasses Free is a low-calorie fibre blend with garlic and oil and no added sugar. • A conditioning alfalfa blend with oil, Spillers Alfalfa-Pro Fibre carries the BETA Equine Gastric Ulceration Syndrome (EGUS) Certification Mark. Soft fibres reduce the risk of sharp stalks damaging the delicate stomach lining. • Spillers Conditioning Fibre is a soft blend containing protein levels to support muscle tone and topline with 10% oil for calories and coat shine. It’s enriched with vitamins and minerals so can be used as a complete bucket feed. • Spillers Ulca Fibre is an ultra-low starch, high oil fibre feed proven (by published clinical study) to support horses prone to gastric ulcers following veterinary treatment. It carries the BETA EGUS Certification Mark. The short-chopped alfalfa extends eating time and provides a natural buffer to stomach acid while the high oil content gives slow release energy for condition and performance. A full range of vitamins and minerals is included.

CUBES

Spillers High Fibre Cubes are low calorie and whole cereal free for good doers and box resting horses and ponies. They contain prebiotics and probiotics and can be used as a hay replacer for seniors that struggle with hay or haylage.

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EQUESTRIAN TRADE NEWS XXXX 2020 | 29

ETN | CPD FEATURE ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/SQPs specialising in equine and companion animal medicine. AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk

The facts about fibre By Katie Williams M.Sc (Dist), R Nutr, Technical & Product Development Manager at Dengie Horse Feeds.

eeding horses is both an art and a science – the science provides the facts and the art is about applying it to each individual horse or pony. Fibre is a great example of this. Research has confirmed the importance of fibre for maintaining health and well-being but there are lots of different sources and types of fibre available. Knowing which one is best for a particular horse or pony is where the

art of feeding, or giving feeding advice, comes in.

NOT ALL FIBRE IS THE SAME

Digestibility is a key concept in determining the quality of a fibre source. In principle, the more digestible a fibre is, the more energy and to some extent nutrients, it provides to the horse. Pectin is a very digestible type of fibre and is found in higher levels

in sugar beet whereas cellulose is a much less digestible type of fibre. High levels of lignin, an indigestible substance that gives a plant structure, significantly reduces the digestibility of a forage. The older and taller a plant gets, the more lignin is present which is why hay is less digestible than dried grass that has been harvested when the grass is young and therefore short.

Less Digestible

More Digestible 4MJ/kg DE Straw

8MJ/kg DE Grass Hay

10MJ/kg DE Dried Alfalfa

Table 1 summarises some of the pros and cons of different types of chopped fibre

11MJ/kg DE Sugar Beet

Continued on page 32

Alfalfa

Grass

Straw

Provides a relatively high amount of energy but with very low levels of starch and sugar

Higher in sugar than alfalfa which helps to make it very palatable but not as suitable for those that need low sugar diets

Low in starch and sugar but low in energy too – ideal for good doers

High temperature dried so very clean – ideal for the performance horse or horses with RAO

Sun-dried so better suited to leisure horses

Naturally abundant in calcium - good for hooves and acts as a natural buffer to acidity in the gut

Contains less calcium than alfalfa so not as good a buffer to acidity

Much lower levels of calcium and other minerals

Can only be used as partial hay replacer unless mixed with other fibre sources

Can be used as partial or complete hay replacers for horses with problems such as diastemata

Not recommended as sole forage source as one study showed an increased risk of ulcers but useful for reducing calorie intake when mixed with other fibres eg alfalfa or grass

Good digestibility which means horse can access the energy it contains easily

Good digestibility so energy readily available to horse

Less digestible than the other fibre types available – useful for good doers as it provides chew time without as many calories

30 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

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CPD FEATURE | ETN

Naturally Nutritious

Naturally nutritious, providing a source of highly digestible fibre with no added sugar. Pure Grass is British grown, naturally sweet and can be used as part of the bucket feed or as a forage replacer providing more chew-time for health and well-being.

100% British Grass • More Chew-Time • High Fibre

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ETN | CPD FEATURE BUSTING MYTHS ABOUT FIBRE

Unfortunately, a lot of myths abound about different fibre sources. The following information should clarify some of the most common!

Horses can’t digest fibre, can they?

Well not themselves no but they do have a population of microbes in their digestive tract that can, and the energy the microbes release from fibre is what the horse uses as fuel for work, maintenance or growth. The other key fact is that the horse’s digestive system is designed to slow the transit of fibre long enough for the microbes to break down the fibre and release the energy – if the horse’s gut was like ours, the bugs simply wouldn’t have time to do their work before the food passed through and out of the digestive system.

Sugar Beet contains sugar, right?

Er, no it doesn’t, well not much anyway, not by the time it has become a feed for horses and other animals. The sugar has nearly all been taken out for use in human foods and what is left is a really fibrous pulp. The pulp itself is less than 5% sugar so less than half the simple sugars found in most hays. Some sugar beet pulp has molasses added to make it a little bit sweeter and more palatable but unmolassed sugar beet pulp is a really great source of highly digestible fibre with a low sugar content. The fact that it is so digestible means it is effective at promoting weight gain safely. As it is fed soaked it can be used in a dilute form to dampen feed and hide supplements for horses and ponies that require a low sugar diet.

Is alfalfa too rich for most horses?

Rich can mean different things to different people but if we take protein as a measure of richness, most alfalfa chaffs in the UK have a protein level of between 12 and 15%. This is comparable to a conditioning cube or competition mix. Most importantly a percentage of protein means nothing until it is considered in conjunction with how much is fed. One scoop of a 12% alfalfa chaff weighs around 400grams and so supplies 48 grams of protein which equates to between 6-8% of a 500kgs horse’s daily maintenance needs. Very few people feed more than a couple of scoops per day and so are only supplying around 12-16% of their horse’s total requirement – certainly not a case of being too rich for most horses! Confusion is often caused by the fact that alfalfa is used as a hay in the USA and Canada and so is fed in much, much greater quantities – maybe 10kgs a day. This fact is often missed when information is posted on the internet that relates to feeding this amount of alfalfa.

I can’t use that mix, it’s got oatfeed in and my horse is fizzy

Oatfeed often causes confusion especially when it’s included in feeds for horses in light work or those prone to laminitis. Oatfeed is the fibrous hull from around the grain and is removed when the grains are processed for use in human foods such as porridge. Oatfeed contains around 25% fibre so although it comes from a cereal plant, it’s not the grain itself and so is relatively low in starch at approximately 10-12%. It is supplied in a pelleted form and so can be used to dilute other ingredients in lower energy feeds.

I can’t feed my horse straw – he’ll get colic

Some people are put off using straw as they believe it can cause impaction colic. This is 32 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

a shame as straw can be a really useful feed ingredient - straw is high in fibre and has a very low-calorie level compared to other forages as it contains higher proportions of indigestible components such as lignin. It is great for mixing with good quality hay or haylage to dilute the calories supplied to good doers especially in situations where it is hard to buy in separate forage such as on a livery yard where forage is provided as part of the livery arrangement. It is recommended to use around 30% straw in the mix with other forages. Obviously, long length straw should be avoided for those with poor dentition but it can be soaked and/or steamed for those with respiratory health issues. The only downside to be aware of is that one study found that horses fed straw as the sole or predominant forage source were more likely to have gastric ulcers. In the UK, straw is rarely fed as the sole or predominant forage source fed to horses so it is not something many people need to be concerned about. About the author: Katie Williams M.Sc (Dist), R Nutr is the Technical & Product Development Manager at Dengie Horse Feeds. Katie’s role combines technical nutritional support for customers and staff, product development, ensuring compliance with legislation and regulations while also working closely with the production and quality control teams.

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RAMA CPD (NUTRITION) QUIZ 1. Which fibre source is rich in pectin? a. Straw b. Sugar Beet c. Hay 2. One scoop of a typical alfalfa chaff provides what percentage of a 500kgs horse’s daily protein requirement? a. 25% b. 50% c. 6-8%

6. If a horse owner wants to add straw to their horse’s forage ration, what percentage are they recommended to use? a. 10% b. 30% c. 55%

CPD FEATURE | ETN SELECT YOUR ANSWERS AND TICK THE BOXES

7. What is oatfeed? a. The fibrous hull from around an oat grain b. A mix with oats in c. Porridge

10. What feature helps to make chopped grass palatable? a. The sugar content b. The protein content c. The calcium content

8. What does the horse’s digestive system do to help the microbes digest fibre? a. Speed up the passage of food b. Heat up the food c. Slow the rate of passage of food

NOVEMBER 2020

3. What does the horse rely on to breakdown fibre in the digestive system? 9. Why is straw not recommended as the a. Microbes b. Enzymes c. Insulin sole forage source? a. Horses get bored of it 4. Unmolassed Sugar Beet Pulp typically b. It provides too many calories contains how much sugar? c. It increases the risk of gastric ulcers a. Less than 5% b. 10% c. 62% 5. Which substance gives plants stability to grow tall but makes fibres less digestible? a. Pectin b. Fructan c. Lignin

RAMA CPD Questions Novembe r 2020 ETN

2 CPD POINTS

FIND IT ONLINE: ETN’s CPD features are also available at www. equestriantradenews.com If you submit answers to the quiz on-line, please do not submit them by filling out the printed form as well - and vice versa. Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, East Wing, Stockeld Park, Wetherby, West Yorks, LS22 4AW.

Full name Company name/ address Email Telephone number

AMTRA number

High Quality Low in Starch & High in Fibre From Vitamin A to Zinc Fully Traceable Slow Release Energy Interested in stocking? Call 01526 398236

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EQUESTRIAN TRADE NEWS XXXX 2020 | 33

ETN | FIBRE AND FORAGE

Something to chew on As winter begins to bite, it’s time to stock up on fibre feeding products.

TASTY MASH FOR GOOD DOERS

TopSpec High Fibre Mash is perfect for horses and ponies that get all the calories they need from forage but still deserve a feed. The palatable product also makes an ideal low-calorie carrier for supplements or a balancer. Mashes are useful for hydrating horses and volumising their feed, say TopSpec nutritionists. This cereal-grain-free, low sugar and starch, non-heating product does the job perfectly. TopSpec High Fibre Mash is useful for horses that find low-sugar chops unpalatable; it works well as a partial or complete hay replacer too. Horses that have difficulty chewing or grinding their feed can enjoy it too. Highly digestible fibre, including oatbran, in the mash helps promote beneficial bacteria in the hindgut, thus helping maintain a healthy digestive system. Salt, magnesium oxide and limestone are added to the blend to provide sodium, magnesium and calcium. TopSpec High Fibre Mash can be mixed with straw-based chops.

WHAT’S TO BLAME FOR ‘RUNNY POOS’?

Free faecal water (FFW) is the brown liquid that sometimes appears before or after a horse does otherwise normal droppings. A Scandinavian study has looked at whether a link exists between wrapped forages and FFW. Data was collected over a year from horses and ponies aged at least two and with a history of FFW. Researchers found that any breed or type of horse can be affected, and that FFW is not always associated with weight loss. They didn’t find a definitive link between wrapped forages and FFW, although some horses improved when changed to hay. Equally, some horses improved when changing from one wrapped forage to another, making it unlikely that wrapped forage as such is causing the problem. There was no link between feeding alfalfa and FFW. However, a possible connection emerged with horses turned out on soil as opposed to grass, researchers suggesting that horses may pick up soil as they eat off the ground. The study concluded that FFW is a multi-factorial problem. The best approach is to implement good feeding management – including providing additional forage on the ground for horses turned out in very sparse paddocks. With thanks to Dengie. 34 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

AT THE READY

ReadiGrass dried grass is grown, harvested and dried by Friendship Estates on its farm in Yorkshire. Absolutely nothing is added; ReadiGrass simply relies on low temperature drying to retain the flavours, smell, colour and high nutrient value of fresh grass. ReadiGrass is rich in digestible fibre and suitable for a variety of horses. It can be used instead of chaff, as a partial hay replacer and as a treat or boredom buster for stabled horses. Horses with poor dentition who struggle to chew long stem fibres can often benefit from ReadiGrass. It can help prevent winter weight loss too. ReadiGrass is dust extracted and available in 15kg bales.

FEEDING FOR CONDITION THROUGH WINTER

All feeding plans are based on requirements for energy, says Emily Smith of Allen & Page. To maintain condition through winter, a horse needs to be exercised regularly and fed the right feed to match work level and body weight. Daily turnout is also important. Energy in a horse’s diet comes from fibre (for example hay and unmolassed beet pulp), carbohydrates (such as oat feed, wheat feed and grass meal) and oil/fat (from linseed or other vegetable oils). Feeding the good doer over winter means keeping a close eye on body weight and matching feed to work done. To maintain condition, your customers should choose a high fibre feed with low calorie/energy levels that’s low in starch and low in sugar. Soaked feeds help maintain hydration especially in cold weather when horses may drink cold water less often. For weight gain and improved condition, a high calorie/energy feed that is whole cereal grain and molasses free should be chosen for horses in harder work. Energy supplied from high fibre and oil is an excellent source of controlled, slow release energy. High calorie feeds with high fibre and oil, and low starch and sugar, are ideal for weight gain in horses prone to gastric ulcers. Ingredients such as beta glucans, calcium carbonate and magnesium carbonate help soothe the digestive system, while prebiotics and probiotics support healthy digestion and improved body condition. WWW.EQUESTRIANTRADENEWS.COM

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EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 35

ETN | FIBRE AND FORAGE THE FACTS ABOUT FORAGE

Forage replacers are high fibre feeds that can be used instead of hay or haylage or to supplement grazing, say nutritionists at Dengie. Your customers might look for a forage replacer when their horses’ grazing is poor, turnout time is limited or they are short of hay or haylage. Forage replacers are versatile; they can be used to promote weight gain or reduce calorie intake.

What happens if horses don’t get enough forage?

• Weight loss due to the horse not eating enough. • Forage is fermented in the gut which generates heat; so too little forage can mean the horse gets cold. • A lack of fibre to maintain normal gut motility can result in colic. • The horse may chew wood; in extreme cases, horses eat their own faeces. • Fibre gives faeces structure, insufficient consumption can lead to loose droppings. • Equine Gastric Ulcer Syndrome (EGUS) is associated with a lack of forage intake.

Which Dengie feeds could you suggest as forage replacers? Feed

Energy Sugar % MJ/kg

Ideal for:

Additional Info

Good doers

Inclusion of straw brings energy level down

How to feed a forage replacer

Hi-Fi Lite

7.5

Hi-Fi Molasses Free

8.5

2.5

Prone to laminitis

No added sugar

Hi-Fi Senior

8.5

Veterans, RAO

Straw free

Grass Pellets

Fussy horses and ponies

Feed soaked to soften, highly palatable as naturally sweet. Can be used alongside chopped fibres

Alfa-Beet

10.5

Poor Doers

Must be fed soaked, can be fed with any Dengie chopped fibre feed

Meadow Grass with herbs

11.5

Poor Doers

Contains grass chop and pellets with a high oil content

Pure Grass

Almost any horse or pony - alfalfa based feeds will be lower in sugar but Pure Grass is comparable to average hay

No added coating or pellets

FOR A HEALTHY GLOW

EquiGlo Quick Soak 10 Minute Beet is a high-fibre feed that helps to maintain condition and naturally supports healthy gut function. Made from micronized, unmolassed beet flakes, it’s easy to prepare with a tenminute soak time - or five minutes in hot water. This British-grown and processed product from Henry Bell has an excellent nutrient profile for all horses and ponies. It’s a source of highly digestible fibre, providing slow release energy.

• Replace forage on a weight-for-weight basis. Horses need at least 1.5% of their bodyweight in dry matter fibre eg. 7.5kg for a 500kg horse. • Divide into small meals to increase feeding time, although it’s fine to leave large fibre-based feeds to be eaten overnight. • Feed in a large trug or preferably several trugs around the stable to encourage foraging behaviour. • To slow eating rate, use a football or very large, smooth pebbles on top of the feed. • Adjust the amount given according to grazing access and the horse’s bodyweight. • Make dietary changes gradually, increasing the quantity of a new feed over a couple of weeks.

Low in sugar and starch, rich in calcium and extremely palatable, Equiglo Quick Soak 10 Minute Beet can be used as a partial forage replacer for older horses with dental issues, or when forage is poor or in short supply. It is approved by BETA NOPS – the feed assurance scheme designed to help prevent contamination by naturally occurring prohibited substances in feed, and BETA’s scheme for feeds best suited to horses and ponies prone to equine gastric ulcers (EGUS).

36 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

WWW.EQUESTRIANTRADENEWS.COM

FIBRE AND FORAGE | ETN

AN AROMATIC HERBAL MASH SUPPORTING IMMUNE AND DIGESTIVE FUNCTION

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To stock call 01832 737 300 or email orders@dodsonandhorrell.com

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EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 37

ETN | FIBRE AND FORAGE

SERVE UP THE SUPER-FIBRE

For customers looking to enhance their horses’ condition this winter, Fibre-Beet from British Horse Feeds is a quick-soaking, super-fibre conditioning feed. The formulated blend contains Speedi-Beet with added alfalfa for optimum condition and to provide quality protein for muscle tone and function. Fibre-Beet helps keep the digestive system healthy with a blend of easily-digested fibre sources. It provides slow release energy too.

Added biotin

FUEL FOR HARD WORK Fibre Performance from Dodson & Horrell is a whole-oat free, all-inone performance feed containing alfalfa and grass chaff. Formulated to support muscular, hoof, coat, joint and immune health, it contains vitamins and minerals, including a B vitamin package, plus chelated minerals.

Key amino acids

With added biotin for hoof quality, it’s an ideal fibre source for horses and ponies prone to laminitis as part of a balanced diet. Fibre-Beet offers minerals, trace elements and amino acids and has a low sugar content. It soaks ready to feed in 45 minutes in cold water, or 15 minutes in warm water.

The addition of key amino acids helps support muscle maintenance and repair. Fibre Performance also includes electrolytes. With a similar energy level to Dodson & Horrell Competition Mix, it’s an easy-to-feed formula for competition horses in hard work.

Feed With Confidence *

• Lower sugar content than a typical hay sample

• Dust-free

• High Fibre and Timothy varieties suitable for equines prone to laminitis

• No soaking required

• Can provide up to 100% of your horse or pony’s diet

• No chemicals or additives

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BOOTS, SOCKS AND GLOVES | ETN

Coming in from the cold… Warm up your winter sales by encouraging customers to pop an extra item into their shopping bags, says Tess Simon.

dd-on, up-selling, cross-selling - call it what you will. We all want to increase our ATQ (average transaction quantity) and shift more things per sale. It's much easier to sell to customers who are already in a buying frame of mind than to persuade them from cold. So, what's the best way to make sure more than one item ends up at the till rather than the single item someone came in for in the first place? Make it easy for customers. Most people pick up, say, a coat with very little idea what it might be accessorised with. Outfitting is crucial to show customers how to dress something up. Front-face garments with a beautifully tied scarf (with a little imagination or help from Mary Berry, there are plenty of ways to tie a scarf), gloves poking out of pockets, a hat hanging nearby. Place alternatives within easy reach and change the display regularly. Once someone has picked up the main item they've come in for and seen the outfit in its entirety, it's hard to resist the accessories. They want the complete look. Let staff showcase your stock. You're not selling a uniform, so why have staff in one? Something I’ve never understood is why companies dress all the staff in polo shirts with the company name on. They are your best mannequins, so make use of them. In this new normal of no trying-on, it's more important than ever that customers see clothes on a real, moving person. Let staff wear accessories. Even a bobble hat doesn't look out of place if wore with a sense of fun by someone at work. It's one thing seeing someone on a poster, and quite another to see the person in front of you actually wearing it. Make customers feel excited. Enthusiasm for every customer can be hard to maintain when you feel you're saying the same thing over and over. We all hate the little ‘add on’ speech at the checkout as if we're in a Spar shop trying to sell out-of-date biscuits. And anyway, at that point in the sale, it's very likely too late anyway. Get staff into the habit of cross-selling. Let them play around with accessorising so they understand what goes together and feel in a position to make suggestions while shoppers are browsing. Let their enthusiasm shine through. Show stopping displays. Spend time creating displays. It's often your one chance to make someone want to pick something up. Use the window if you have one, and the space as customers enter the store. Don't over clutter though. Customers need a decompressing zone as they come in; a little breathing space to adjust to a new environment. Entice them in rather than chuck it all at them in the first glance. Move things around. Keep the general layout the same but use light touches, like swapping the fluffy socks with the long socks, to make people think again. Just shifting something slightly can bring it to someone's attention when previously it was overlooked. Maintain store standards. There's nothing worse than seeing a display half-shopped or picked-over with items in the wrong place. It's not appealing and looks like nobody cares. Keep it tidy, display in a logical order, keep it freshened up and make it easy.

WWW.EQUESTRIANTRADENEWS.COM

Watch how customers move through your store. If you’ve put all the ear-warmers and head-bands in a particular place and they're not selling - move them! Then watch again. It's hard to be objective when we stand in the shop all day; we nearly always see the shop from the opposite angle the customer does. Even two minutes watching how someone moves through the space often contradicts what we actually thought. Hearing a customer say: "Oh, I only came in for X and I always end up finding something extra" is music to my ears as I wave another happy customer goodbye. About the author: Tess Simon works on the shop floor for a high street clothing retailer.

Quality, stylish riding wear

BECOME A STOCKIST TODAY 01952691784 @ hkmsales@hotmail.co.uk UK

EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 39

ETN | PEOPLE

People

VERITY BEATON

Verity Beaton has joined Equilibrium Products’ sales and marketing team in the new role of commercial manager. A horse owner who’s been in the equestrian industry for more than 15 years, Verity has previously worked for VioVet and Mars Horsecare. In her new job, she will be liaising with Equilibrium Products’ online stockists. “Verity’s internet retail experience makes her the perfect person to increase our digital presence,” said Alison Sherwood Bruce, sales director at the company.

DONNA NOCE COLACO

American businesswoman Donna Noce Colaco is the new chairman of the board at UK based hay streamer specialist Haygain. Donna is a non-executive director of Dover Saddlery, and chairman of fashion retailer Matilda Jane Clothing. She’s also a nonexecutive director at Sundance Holdings Group, a lifestyle retailer founded by the actor Robert Redford One of her co-board members at Haygain is John Madden, the show jumping trainer who’s married to Olympic gold medallist Beezie Madden.

KATE HORE AND GRISELDA HANDY

Two members of the NAF nutrition team have received accolades from the wider scientific community. Kate Hore (pictured right), NAF’s senior nutritionist, has become a Registered Animal Technologist with the British Society of Animal Science. Kate, who’s worked for the supplements and animal care company for more than 20 years, is now Kate Hore RNutr (Animal), R.Anim.Technol (Certified) Meanwhile her NAF colleague Griselda Handy has gained her Registered Associate Nutritionist (ANutr) accreditation from the Association for Nutrition. Well known as a NAF brand manager, Griselda is also now a nutritionist.

BECKY ELVIN

Becky Elvin is Badminton Horse Trials’ new media manager. She replaces Julian Seaman who has retired after 18 years in the role. Becky was part of Julian’s team for ten years and has worked at various summer and winter Olympic Games, as well as the 2015 Rugby World Cup. She says she’s looking forward to the return of Badminton in 2021 (May 6 – 10). 40 | EQUESTRIAN TRADE NEWS NOVEMBER 2020

JACQUELINE BOYD

Science Supplements has appointed Dr Jacqueline Boyd to its nutrition team. She was formerly head of nutrition at Skinners Pet Food. Before that, Jacqueline was a senior lecturer in animal and equine science at Nottingham Trent University. David Mitson, CEO of the group to which Science Supplements belongs, added: “Jacqueline brings a wealth of knowledge as we continue to expand our range of brands and products.”

BEA BLAKEMAN

Bea Blakeman, who runs Crewe Saddlery in Cheshire, was appointed president of the Society of Master Saddlers (SMS) at the society’s virtual AGM. She takes over from Ted Boggis, with Helen Reader moving into the vice president’s role. Bea works closely with SMS chief executive Hazel Morley as well as the executive committee. She told the AGM it was “a huge privilege” to become the society’s president, adding: “Thank you and well done to Ted, Hazel and all the executive team and officers for all their efforts in what has been a truly remarkable year.” Bea said it was imperative that the society continues with its vision for equine welfare, as well as maintaining the valuable support and guidance given to its members throughout the Covid crisis. “We must also focus on making the society future-proof in order to maintain and enhance our strong position, becoming a more profitable business model will be key to this progression,” she said. “The next 12 months will be a challenging time for the society and all within the saddlery industry. But I look forward to the journey ahead and want to assure you that the executive team and I are here to add value to your membership.” Recounting his year in office – the first six months of which were “relatively normal” - Ted identified highlights as “progressing our horse welfare vision and strategy, our partnership with Hartpury University, the revised training pathway and other programmes.” Read a profile of Bea Blakeman in the December issue of ETN. WWW.EQUESTRIANTRADENEWS.COM

BENCH SADDLER OF THE MONTH | ETN

Celebrating

the best bench saddlers...

This ETN award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standards of leather craft skills. Rob Jenkins in his workshop

THIS MONTH’S WINNER IS… ROB JENKINS NOMINATED BY: Richard Brown of Abbey England, who says: “Rob is a Master Saddler who runs Malvern Saddle Company, a business he started in 2000. Throughout his work, Rob’s attention to detail is of the highest standard. He is well-known throughout the industry for his specialist side saddle skills.” ABOUT Rob The versatility of leather has fascinated Rob Jenkins since he was a child growing up in Hampshire. He learnt to ride as a youngster too. “The New Forest was the perfect equestrian playground,” he says. After leaving school aged 16. Rob took various jobs, most of which failed to satisfy. Then, in his early 20s, he enrolled on a fulltime saddlery course at Walsall College. “It was a great place to learn and I was like a sponge, soaking up knowledge and skills until the day I left. And I’m still learning now,” he says. “My main interest was harness-making, but life has its own plan and I found myself involved in the world of saddles, and ultimately side saddles. And this led to training with the brilliant Richard Godden at the Saddlery Training Centre in Salisbury in the late 90s.” Side saddles have remained Rob’s favourite item of saddlery. “They are so quirky to make, and different from any other type of saddle.” He’s particularly proud of his Malvern pad, a Wyckham panel design used for side saddles. “They combine the best elements of a felt pad with a traditional flocked panel, allowing for lots of adjustment and close contact stability,” he explains.

CHURCH BELLS AND MAIL BAGS

A rider enjoys one of Rob’s saddles.

alongside traditional heritage. “I love meeting clients and their horses as much as making saddles. Every day is different, it can be a challenge sometimes and you can’t please everyone. The days can be long and there is pressure to meet deadlines, but thankfully these are minor gripes.” Over the years. Rob’s stand-out pieces have included leather seals for a Victorian water well, while he regularly makes church bell muffles. “More recently, we had a great commission making three exact copies of Royal Mail train post bags. They were huge and all hand stitched complete with bespoke ironwork. “Some of the leather straps were layered six deep and no awl could cope, so we drilled holes for stitching. They are now on display in the London Postal Museum.”

CLASSIC CARS

On the hobbies front, Rob loves riding motorcycles and restoring older Italian bikes. He’s also trying to improve his schoolboy French. While saddlery forms the majority of Malvern Saddle Company’s workload, it also makes leatherwork for Morgan Motors and other classic car companies and private clients. “We’ve recently moved to a lovely, modern workshop after spending the last 20 years in an old farm building,” says Rob. “It’s given us a new lease of life and energised us into a new phase of our business.” During his time in the saddlery industry, Rob cites greater emphasis on training and science-led research into product design as major evolutions. “I find it fascinating,” he adds. “The Worshipful Company of Saddlers, along with the SMS, have spearheaded much of this research which ultimately benefits us all. “I hope there’s continued help for trainees. They are the saddlers of the future, and we need them to keep the skills alive.”

HOW TO NOMINATE

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN Bench Saddler of the Month. Candidates for the award must be members of the SMS and based in the UK or overseas. They can work in a factory or workshop setting, for an employer or self-employed. To nominate a bench saddler (or more than one), email editor@ equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.

Rob relishes having “a great life and one that has artistic freedom

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS NOVEMBER 2020 | 41

ETN | CCJs

CCJs

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

The judgements listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgements/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay. John Lovett t/as John Lovett Horse Transport 120A Mill Street, Kidlington Oxford Oxfordshire OX5 2EF £1,060 Arthur Cottam & Co (Horse Shoes) Limited Carrwood Road Chesterfield Trading Estate Chesterfield S41 9QB £6,428 K W Farm & Equestrian Limited Garden Cottage, Kelton Castle Douglas Dumfries DG7 1SE £1,746

Classified

BANKRUPTCY ORDER Williamson, Susan Jane (Copperbeech Saddles) Curnack Cottage Higher Tretharrup, Lanner Redruth Cornwall TR16 BS

APPOINTMENT OF LIQUIDATOR Equestrian Ventures Limited 7 Wrexham Road Bulkeley Malpas Cheshire SY14 8BW

Coming soon

in ETN…

JANUARY 2021 • Insurance for the trade and your customers • Hoof care • Pets and wild birds • Therapies for equines

Submissions for editorial should be emailed to editor@ equestriantradenews.com before 23rd November For more information, contact Beth Crow on 01937582111 email bethc@beta-int.com

Equestrian Management Consultants Ltd (owned by BETA)

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