November 2021
Volume 45, No 9
“WHAT A GOOD BOY!” The best equine rewards
BOXING CLEVER
Could subscription bundles work for your business?
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Editor’s comment T
he horse world is awash with so called experts; some good, some bad, many ready to rip off the gullible. And there in lies two questions for owners and riders seeking to improve their performance and partnership with their horses. First, how to know which experts are reputable – or even properly qualified? Second, how does a layperson explain to one professional what another they’ve engaged has recommended? A great deal can get lost in translation when a horse owner relates to the saddle fitter what the physio has suggested. ETN has long advocated equine professionals working together. So I jumped at the chance to take myself and my horse to a Horse-Saddle-Rider Performance Day. It sounded great. Horse and rider combinations get to be seen by two farriers using motion sensors for gait analysis, a vet, a vet/chiropractor, a saddle and bridle fitter, a riding coach and a human chiropractor. In fact, it was a brilliant day. My horse and I are only ordinary types wanting to have fun, but my goodness, the experts were thorough. And they didn’t just watch and then promote their respective services. They got stuck in there and then with treatments and adjustments, all included in the price. Each one of them also gave us achievable exercises to do, written notes and recommendations for on-going care. It was reassuring that each of the experts was a genuine, qualified professional with credentials to prove it. No fluff, no smoke and mirrors or dubious job titles. But perhaps the best bit was the interaction between the experts. As my horse was trotted up, lunged and ridden on hard and soft surfaces, seven pairs of experienced eyes were upon us, discussing,
FRONT COVER:
Harry Charles’ ride Romeo 88 is praised “WHAT A GOOD BOY!” by his groom after jumping a double clear for Britain. You can help PLUS your customers reward their horses safely and appropriately by stocking the best treats. Find out more in this issue of ETN. With thanks to NAF. November 2021
Volume 45, No 9
The best equine rewards
BOXING CLEVER Could subscription bundles work for your business?
• AMTRA ACCREDITED RAMA CPD FEATURE • FIBRE FEEDS AND NEW PRODUCTS • RETAILER PROFILE: FROM £30 TO MILLIONS
FREE FEED REVIEW NOW AVAILABLE FOR ALL!
Our brand new Feed Review is an easy to use, free, unbiased and personalised feeding evaluation service and planning tool for all of your customers’ horses and ponies.
Pairing it with our Forage Analysis services where we test hay, haylage, grass or straw and we can offer a complete nutritional consultation and overview of the horse’s total diet.
FORAGE ANALYSIS
&
FREE FEED REVIEW
For more information call 01270 782223 or visit www.dodsonandhorrell.com
WWW.EQUESTRIANTRADENEWS.COM
In this issue... NEWS
analysing and contributing their thoughts as a panel. To be part of conversations with these eminent people was a real privilege and so fascinating. The day cost £380. And, no, it wasn’t a freebie… In fact, when you consider what calling out or visiting all these professionals would cost individually, plus the benefit of them working together, it was excellent value for my money. Days like this should be available all over the UK, for everyone wanting the best for their horse and their riding.
What’s been happening?
4
PRODUCT NEWS Latest launches
9
PEOPLE
Who’s new, who’s moved?
RETAILER PROFILE GS Equestrian
13
FIBRE FEEDING
Must-haves for the equine menu
AMTRA ACCREDITED RAMA CPD FEATURE AND QUIZ Nutrition module: fibre for all
Any excuse to go horsey shopping… I thought I’d better check out GS Equestrian, as featured in this month’s ETN’s Retailer Profile. I liked the sound of this outfit when proprietors Anthony and Carolyn Rowe were interviewed. No moaning and blaming Brexit or Covid, or looking sideways at what others are doing, they just get on with it. They quietly raise thousands for Riding for the Disabled too. When I shopped with GS Equestrian and had placed my online order, I realised I’d forgotten something. So sent an email to ask if I could add the item (mainly to avoid paying postage!). No problem, they wrote by return, we’ll send you a voucher for postage free delivery. And it arrived within seconds. Brilliant customer service. Soakable feeds – cubes or mixes that turn into a porridge-like mash when water is added – appear to be selling really well. Many can be prepared in five to 15 minutes, but even that is a while to wait when an owner is rushing to do their horse before work. And, anyway, as soon as they hear the feedroom door open, most horses can’t wait ten seconds - let alone a quarterof-an-hour - for their breakfast. The obvious answer is to soak the feeds overnight ready for the morning. But with hygiene in mind, they really need to be covered. I tried yesterday to buy a lidded bucket large enough to soak three horses’ feeds. Could I find one that wasn’t a dustbin? Could I heck… Another thought. Given the advances in battery technology, could a heated bucket be invented? A sort of equine slow cooker? It would solve that other dilemma of soaked feeds freezing overnight.
Liz Benwell
SOCIAL MEDIA MATTERS
A new series to up your digital game
BOOTS, SOCKS AND GLOVES Winter warmers to stock
14 16
20 25 26
SPECIAL REPORT
Subscription boxes: could they work for you?
BETTER RETAILING
Your ultimate worming jargon buster
28 30
EQUINE TREATS AND LICKS Edible rewards must be suitable and safe Product gallery
32 34
TURN BACK THE PAGES
What ETN was reporting five, ten, 20 and 30 years ago
36
BENCH SADDLER OF THE MONTH Meet this month’s winner 37 COUNTY COURT JUDGMENTS ETN’s exclusive listing
38
Liz Benwell EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 3
ETN | NEWS
News Safety campaign
leaves lasting legacy BETA’s 2021 Summer of Safety campaign has left a wealth of advice and information that’s available for everyone to access. The three-month-long social media programme promoted rider safety and equine wellbeing via competitions and interviews with top riders and industry experts. The fact-filled content remains available on BETA’s Facebook page and YouTube channel. The inaugural campaign, which replaced BETA’s annual Safety Week, focused on different elements of rider safety, and horse care and health. It included riding hats and body protectors, safety footwear, equine boots, biosecurity for yards, parasite control, rights and responsibilities for riding on the road and feed-room safety. Facebook Live sessions proved popular with riders and owners, who tuned in to hear BETA executive director Claire Williams chat to leading lights such as showjumper Joe Stockdale, Alan Hiscox, the British Horse Society’s director of safety, Sergeant Zoe Billings, of North Yorkshire Police, and Petra Ingram, of the Horse World Trust, to speaking with Horses for Health Relay organiser Sophie Gifford.
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
BETA Summer of Safety was supported by manufacturers, retailers, riding disciplines and organisations such as the British Horse Society, British Riding Clubs, the Association of British Riding Schools and the Mark Davies Injured Riders Fund. “The campaign gave us a fantastic opportunity to engage with horse owners and riders in a really exciting and effective way,” said Claire. “We were able to pass on helpful advice and tips on a huge range of equestrian topics, and work to dispel myths and misapprehension. “We have been left with quite a legacy – a huge amount of content on our Facebook page, @betaequestrian, and Instagram, @beta_equestrian, as well as the BETA YouTube channel where all the Live sessions can still be watched. “We hope that this will prove incredibly useful for those seeking impartial expert advice from one easily accessed and trusted source, and we will continue to build on our current offering over the coming months.” • BETA’s next focus will be at Your Horse Live (12 – 14 November) when an online reporting form for equipment worn during riding falls will be launched.
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
ADVERTISERS’ INDEX Admire PR 6 Allen & Page 23 Baillie Haylage 11 British Horse Feeds 17 Citrus-Lime 38 Dengie 21 Dodson & Horrell OFC Gallop Equestrian IFC H&C TV 8 Henry Bell 5 HorseHage 19 Horslyx 35 Jenkinson 9&3 Marsh Footwear 27 NAF 7 PelGar International 10 Pouchers OBC Red Gorilla IBC Rowen Barbary 18 Talisker Bay 34 Zoetis 31
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Quick 10 MINUTE Soak BEET NEWS | ETN
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EQUESTRIAN TRADE NEWS OCTOBER 2021 | 5
ETN | NEWS ALL SYSTEMS GO FOR BADMINTON 2022
Mars Equestrian – the home of Spillers - is to be the presenting sponsor when Badminton Horse Trials returns on 4 – 8 May next year. The five-star international fixture was cancelled in 2020 and 2021 due to coronavirus. “We are really looking forward to welcoming everyone back,” said the Duke of Beaufort, whose Badminton estate in Gloucestershire hosts the event. Event director Jane Tuckwell said it was “very much all systems go” for a “bumper Badminton 2022.” Trade stand applications opened last month and the box office will do so in January. Mars Equestrian, part of Mars, Incorporated, is the link between the Spillers, Pedigree, Royal Canin and Mars Bar brands and the equestrian community. Snickers, the famous chocolate bar, was named after a beloved Mars family horse more than 80 years ago. Today, Mars, Incorporated comprises five business segments including Mars Petcare, Mars Wrigley, Mars Food, and Mars Edge, operating in 80 countries with 125,000 associates.
The princess who cares about horses Animal health company Zoetis was among the supporters of an equine health and education clinic visited by The Princess Royal recently. Run by the British Horse Society (BHS) and British Equine Veterinary Association (BEVA), the clinic at Ashford cattle market in Kent was one of a series aiming to help owners of vulnerable horses.
The Petcare segment makes up the largest portion of the business with 50-plus global brands including Spillers, Waltham, Pedigree and Whiskas.
Badminton 2022 timetable
Wednesday, May 4th Grassroots Championship Thursday, May 5th CCI5* Dressage Friday, May 6th CCI5* Dressage Saturday, May 7th CCI5* Cross-Country Sunday, May 8th CCI5* Show Jumping Finale and Prizegiving
Services provided included health checks, castration, hoof care, worming and dentistry at reduced cost. Organisers of the clinics want to tackle Britain’s equine overpopulation - the cause of many welfare problems.
RELIEF AS MARE SUPPLEMENT INGREDIENT WINS REPRIEVE
A herb commonly used in supplements for mares will not, after all, be outlawed for use in horses competing under FEI rules. It had been proposed that vitex agnus castus – also known as chaste tree berry - be listed as a controlled substance. Trade stood to lose sales if the proposed revision had gone ahead. Many national federations adopt FEI (international horse sport) rules; while organisers of amateur level competition often take a lead from them. Therefore, sales of feeds and supplements incorporating the herb would potentially have been hit right across the competitive spectrum. The BETA Feed Committee, representing feed and supplement manufacturers and their retail customers, petitioned the FEI against the move. “Last week, we were delighted to receive the FEI’s revised EPSL (Equine Prohibited Substances List) which does not include the proposed addition of vitex agnus castus as a controlled substance,” said BETA’s executive director Claire Williams. “Our thanks must go to the BETA Feed Committee and, in particular, Kate Hore, who produced a well-argued and obviously convincing case for the reversal of the proposal.” Hilary Self’s long experience of using herbs in feeds and supplements was also acknowledged. Added Claire: “This once again evidences the important role that BETA and its Feed Committee plays in monitoring regulatory changes and decisions and working to maintain our industry’s ability to produce feed and supplements that meet the needs of horses, both in and out of competition.” The revised FEI EPSL is effective from 1 January 2022. 6 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
WWW.EQUESTRIANTRADENEWS.COM
HEALTHY DIGESTION HEALTHY SALES WITH GASTRIAID
NEWS | ETN
Feed GastriAid daily to: • Promote optimal gastrointestinal health and nutrient uptake • Support the maintenance of even pH levels in the gastrointestinal system • Naturally maintain soothed mucosa in the stomach • Support the fermentation of fibres in the gastrointestinal tract
For more information, please contact your NAF Area Sales Manager or call the NAF Sales Office on 01600 710726. Don’t forget that the team manning our FREE Nutritional Advice Line is available on: 0800 373 106 or email info@naf-uk.com
naf-equine.eu/uk
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS OCTOBER 2021 | 7
ETN | NEWS NEW BETA MEMBERS REFLECT RETAIL AND MANUFACTURING GROWTH
A riding boot repair service, equestrian stores and a maker of saddle cantle badges are among the new members of the British Equestrian
Anya’s a HOYS winner Some riders spend a lifetime trying to win a Horse of the Year Show (HOYS) title. Anya Dewey Clarke has done it aged just six. Anya’s parents, Richard and Anna, are best known to the trade as directors of leading wholesaler Battles. Anya rode Barkway Take That, handled by Sharn Linney, to claim the Price Family Mini Show Pony of the Year at the famous show.
Trade Association (BETA). A number of other applications for membership were approved at the most recent meeting of the BETA Council. BETA represents equestrian retailers, manufacturers, distributors and related suppliers, and acts in the interests of horsey consumers. Applications to join are scrutinised by existing BETA members before being granted or refused. Member companies are entitled to use the BETA logo. To consumers, the badge is therefore a sign of a reputable businesses where they can shop with confidence. The following firms are BETA’s newest members: • HorseOnDemand, Ellesmere Port,
22,495,982 and counting
So far this year H&C+ members have watched 22,495,982 minutes of streaming video on our platform. If you’d like to reach this passionate, highspending and rapidly growing audience, get in touch and we’ll craft a proposal that’s right for your brand. advertising@horseandcountry.tv
8 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
• • • • • • • • •
•
Cheshire – equestrian store and internet retailer (becomes a provisional Retail Member of BETA). EQ Saddlery, Lilydale, Australia – four equestrian stores (Overseas Retail Member). Caswell Equine Supplies, Crickdale, Wiltshire – equestrian store (provisional Retail Member). The Boot Repair Co, Leeds, West Yorkshire – boot and shoe repair service (Trade Member). IDX, Walsall, West Midlands – manufacturer of saddler branding such as cantle badges (Trade Member). KIWA t/a Kiwa Agri Food, Harrogate, North Yorkshire – NOPS scheme auditors (Associate Member). Stephanie Smith Saddlery, St Austell, Cornwall – mobile retailer (provisional Retail Member). TG Equestrian, Hereford, Herefordshire – equestrian store (Retail Member). T. H. E. Equine Edge, Newmarket, Cambridgeshire – manufacturer of complimentary feeds (Trade Member). Siametric Systems, Newmarket, Cambridgeshire – manufacturer of enduro equine fitness tracker (Trade Member). Maxima Equestrian, Flimwell, East Sussex – mobile retailer (Retail Member)
IN BRIEF
More than 500 horses and 1,000 performers will appear in a Platinum Jubilee Celebration to celebrate the Queen’s 70 years on the throne. The event, to take place during the Royal Windsor Horse Show on 12 – 15 May, will be broadcast by ITV. Spillers is inviting horse and pony owners to join its new slimmers’ club for support, advice and encouragement to help keep their equines at a healthy weight. The initiative is supported by Redwings Horse Sanctuary who hope it will help people recognise that an overweight horse can be as much of a welfare risk as an underweight one. Spillers donated £500 to Redwings at the start of the campaign. The Household Cavalry is to perform its famous musical ride at the London International Horse Show on 16 – 21 December. The show relocates from Olympia to ExCel for 2021. While it’s great to acquire new customers, retaining the ones you already have can effectively generate sales, says CitrusLime. And this is where loyalty programmes come in. “In fact, people love them so much, nearly 80% of the British population are members of a loyalty programme, according to YouGov,” says the e-commerce specialist. Scottish retailer Harbro County Stores is to donate 25p to Riding for the Disabled (RDA) for every bag of own brand feed sold during the next 11 months. The promotion was kicked off during Harbro’s Love Your Horse campaign last month. WWW.EQUESTRIANTRADENEWS.COM
Product News BEN MAHER’S GOLDEN GEAR
Precision, power and speed; Ben Maher and Explosion W had it all as they clinched the individual show jumping Olympic gold medal for Britain this summer. The tack Ben uses is available to retailers and their riding customers. Here’s what Explosion W was wearing when he took the title in Tokyo. Equipe EK-26 GC Jump Saddle: with its mid-range seat in terms of width and depth, yet with a narrow twist for closecontact, this is one of Equipe’s most versatile saddles. It’s great for horses with average withers and back shape. The EK-26 GC has four billets for girthing versatility and a unique grain flap for durability. Part of the E-Carbon range, it’s built on a customisable carbon/ composite fibre tree. RRP £4,370. Equipe Staf 14 safety stirrup: these eye-catching stirrups feature an innovative yet simple release system. A mobile silicone arm releases under pressure during a fall. The Equipe Staf 14 comes in four metals, bronze, titanium, black and dark titanium, with a choice of eleven different coloured rubbers. RRP £315. Veredus Carbon Gel Vento: these tendon boots have double ventilation achieved by a ‘sandwich’ of materials. RRP £192. Equipe GH03 Stud Girth: in gorgeous leather, this is known as an ‘easy’ girth thanks to its roller buckles and bi-stretch material making for effortless adjustment. RRP £280. Equipe BRE03 Grackle Bridle: from the Emporio line, this bridle is made from Equipe Italia’s ‘gentle’ leather. The headpiece is slightly anatomically shaped, and it’s available with stainless steel or brass buckles. Colour choices are black, brown, red-brown and Newmarket. RRP £100. Equipe and Veredus are distributed in the UK and Eire by Zebra Products.
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 9
ETN | PRODUCT NEWS
Let’s celebrate winter! Highlights from the Equetech A/W collection include the Elite Venture Waterproof Trench Coat. This long, versatile coat has a fashionable graphite grey outer shell, with a rich satin silver quilted lining. It’s perfect for training, hacking, dog walking and all equestrian pursuits. A two-layer storm flap conceals a zip. Other features include a back gusset with rider-friendly opening, double front zipped pockets with Equetech snaffle pullers, reflective panels, Velcro leg straps and cuffs with inner storm cuffs. The RRP is £179.95.
GIVING DOGS LOVELY COATS
New from The Golden Paste Company, TurmerItch for Dogs is a daily coat and skin supplement. It helps to repel insects too. The succulent salmon triangles are easy to feed as dogs find them irresistible. And thanks to the enhanced bioavailability of the key ingredients, TurmerItch for Dogs is highly effective. Said Hattie I’Anson, international business and strategic lead manager at The Golden Paste Company: “When TurmerItch for horses launched, we were inundated with requests from dog owners for a canine coat and skin supplement. “We worked closely with experts, including Dr Tom Shurlock, to develop the new product. We were delighted with the trial results and are very excited to launch TurmerItch for Dogs which joins our popular pet range products, including TurmerEase and Turmeric Golden Paste.” Ingredients in TurmerItch for Dogs include turmeric, red bush tea, chamomile, apple cider vinegar, milk thistle, lemongrass, thyme, cooked linseed, sweet potato and salmon. The turmeric, thyme and lemongrass in the hypo-allergenic supplement help to repel insects such as ticks and fleas. Other ingredients soothe and support the skin, as well as maximising bioavailability. TurmerItch for Dogs can be fed alongside the other products from The Golden Paste Company’s pet range. A tube retails at around £28.99.
SOMETHING FOR THE Fast-acting skin HORSEY HUSBANDS? cleanser OK, we shouldn’t generalise. But many partners of equestrians enjoy shooting. And with Christmas just around the corner… John Rothery Wholesale has introduced a range of leather shooting luggage under the Parker-Hale brand. The gun slips, cartridge bags and matching accessories are made from full-grain saddle leather and selected tanned hides. YKK zips, brass fittings and thick piled fleece linings feature strongly. Other pieces perfect for gifting are a loader’s bag and leather belts. Parker-Hale luggage offers retailers a 100% markup opportunity, with different price points to fit any budget, says John Rothery Wholesale.
Take control this autumn. Rats will soon be leaving the fields and hedgerows in search of their next meal… make sure you are stocked up with PelGar’s baits ahead of the surge! Our range of cut wheat, whole wheat, pasta and wax block baits are trusted by professionals and available to the general public.
www.PelGar.co.uk
Use rodenticides safely. Always read the label and product information before use.
Contego Animal Health is a skin cleanser from Clinical Health Technologies, available via JFC Equine. The fast-acting natural dermal wash cleans, calms and deodorises irritated skin. The horse feels no sting when the spray is applied. The product has been used at equine fertility centre Stallion AI Services where yard manager EJ Eldridge commented: “We will be continuing to use Contego as our go to solution as it is so quick and easy to use in spray form.” Contego Animal Health is available to JFC Equine stockists as a 500ml spray bottle with a price point of £20+VAT.
PRODUCT NEWS | ETN
POPULAR TRIMMER JOINS RANGE
Lister, a subsidiary of Wahl Clipper Corporation, has added the Wahl Pro Ion Trimmer to its product range. The Wahl Pro Ion is designed to fit comfortably into the hand while trimming those hard-to-reach areas. Powered by a Lithium-Ion battery, it runs for up to two hours. Although offering power and speed, the trimmer is quiet, making it ideal for nervous horses. The Wahl Pro Ion has three levels of cutting length, and is suitable for trimming the face, ears, fetlocks and bridle path. The RRP is £64.99.
BAILLIE HAYLAGE LEADING THE FIELD SINCE 1996
Baillie Haylage are looking for new retail stockists:
Professionally grown, premium quality haylage BETA NOPS and FEMAS accredited Dust free with no chemicals or additives Analysed, batch coded and fully traceable Every bale is guaranteed 5 varieties to suit all customers Delivery UK wide Find us on &
01472 398696 www.bailliehaylage.co.uk sales@bailliehaylage.co.uk
CLOTHING LABEL REVEALS ALL
Helena Strömbäck and Robert Kos have always had sustainability high on their agenda since they founded Stierna Equestrian Sportswear in 2015. And now the clothing label has worked with Almi, a business development organisation owned by the Swedish state, to produce a sustainability report.
WWW.EQUESTRIANTRADENEWS.COM
The move means Stierna can be totally transparent about its environmental credentials. “Our sustainability report will be on our website in full,” says Robert. “We know that our customers care about sustainability, but they do not always have the time, energy or opportunity to take a stand on all the details. So we take care of it for them.” Helena Strömbäck is a textile engineer who has worked in product development in the climbing, skiing and golf sectors. She’s also a rider, and used her textiles experience to create the Stierna collection. The UK is the Swedish brand’s largest market. Stierna sells well in Canada, Japan, Iceland, Australia, and around Europe too. Fashion guru Vivienne Westwood’s advice to “buy less, choose well, make it last” is Stierna’s mantra. And it happily feds into Helena and Robert’s commitment to the environment. “We constantly strive to become a more sustainable company. We must all realise our limitations, but there is always more you can do,” says Helena. “It’s also important to have a plan for the journey ahead and to have the right partners along the way.”
EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 11
ETN | PRODUCT NEWS
FUNCTIONAL Jackets abandoned when BOOTS they stop being waterproof FETLOCK Veredus Pro Jump elastic fetlock One in two people stop wearing a perfectly good waterproof jacket just because it’s lost its repellence. The findings are from a survey by Grangers, the Derbyshire-based outdoor clothing care specialist. A third of the outdoor enthusiasts questioned said they had reproofed their jackets, but only 28% felt confident about doing it properly. The average lifespan of a waterproof jacket was 5.88 years, with life expectancy highest at just over six years for those who washed and reproofed their clothing. Elsewhere, 70% of respondents said sustainability was ‘very important’ or ‘extremely important’ when purchasing outdoor clothing and equipment. Yet one in five throw away waterproofs after use instead of recycling or donating. Nearly 83% of respondents owned more than one jacket and 44% wore their waterproof once a week over the past 12 months.
ROLL ON THE RAIN!
Belgium based clothing label Baleno has launched an Essentials rainwear collection for A/W 2021. The range comprises three lightweight, waterproof raincoats for women and men who love the country. “Baleno saw a gap in the market to design and manufacture a new, less expensive yet high quality fabric for a collection of waterproof coats that look good for less,” says Thomas Devos, business development manager at Baleno’s parent company Sioen Industries. The Baleno Essentials collection includes the Oxford threequarter length Stockman style coat, RRP £109.95. Then there’s the Worcester ladies coat (RRP £99.95) which sits above the knee; and the men’s Newbury (RRP £109.95) long waterproof coat.
Cool customer
boots have an anatomically shaped polyurethane shell with neoprene padding inside. The jumping boots are waterproof and have elastic straps for easy fastening and security. These functional fetlock boots help towards top performance and are FEI allowed. They are available in black or brown, sizes medium and large. The RRP is £160 per pair. Veredus is distributed in the UK by Zebra Products.
First aid “just as important” for riders as horses The updated Horse & Rider First Aid Kit from Robinson Animal Healthcare includes items for people as well as equines. The kit (RRP £24.95) contains all that’s needed to address minor injuries at home and away. “When dealing with horses and carrying out yard duties, cuts and scrapes can often occur,” says Lindsay Hall, product manager at Robinson Animal Healthcare. “So, it’s just as important to have human first aid supplies to hand as it is to a have a fully stocked first aid kit for your horse.” The kit from the makers of Animalintex includes a 5cm x 5cm Skintact wound dressing, a crepe bandage, a Stayform dressing retention bandage, safety pins and FastAid Microporous Tape to secure a dressing. Readiwipes Wet Hands and Face wipes and a pair of medical examination gloves are provided for good hygiene when treating a wound. A box of FastAid Waterproof Plasters completes the human kit. The Horse & Rider First Aid Kit also contains products for an unexpected equine emergency, including Animalintex and Veterinary Gamgee. In addition, there’s an Equiwrap bandage, a 15g tube of Vetalintex wound hydrogel, a 10cm x 10cm Skintact wound dressing and tough cut scissors for cutting dressings to size and the safe removal of bandages. The kit comes in a wipe-clean bag with carry straps to function as a ruck sack.
Cold As Ice, new from Equine Products UK, soothes hot and tired legs and muscles. The highly concentrated cooling gel, RRP £11, is alcohol-based. It contains witch hazel, menthol, peppermint oil, sunflower seed oil, arnica Montana flower extract, camphor oil and tea tree leaf oil. Cold As Ice can be reapplied every four hours and washes off easily. 12 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
WWW.EQUESTRIANTRADENEWS.COM
PEOPLE | ETN
Photo: Angela Clark Photography
People Recruitment agency boss Emma Dyer has been following her other passion this autumn – team chasing. Along with husband Dean, she’s part of The Equine Career-ers squad which this season had their first crack at an intermediate class at the Warwickshire Team Chase. They posted a respectable clear round, although not quite fast enough to be in the ribbons. “Our horses Abbie and Joey thoroughly enjoy their hedgehopping antics,” said Emma, pictured in third place behind Dean in second, with their team-mate Tina Pedro in the lead. “We have so much fun representing Equine Careers, and we’re very pleased with our dashing black and gold branded colours and smart saddlecloths courtesy of Griffin Nuumed and Equetech.” Martyn Johnson is the new event director of Land Rover Burghley Horse Trials. He has held a similar role at Burgham International since 2013, and was sport director of the Event Rider Masters series. “I’m excited about exploring new ideas in the future to complement what is already great about one of the world's premier equestrian sporting occasions,” he said. Burghley 2022 is scheduled for 1 – 4 September.
Photos: Bob Hook
Claire Williams of BETA receives the Freedom of the Worshipful Company of Saddlers.
Three members of the trade have received Freedom of the Worshipful Company of Saddlers. Claire Williams of the British Equestrian Trade Association (BETA), Victoria Coleman of Frank Baines Saddlery and Godfrey Morris, a Master Saddler from The King’s Troop, Royal Horse Artillery, have become members of one of the City of London’s oldest livery companies. The presentation ceremony took place at Saddlers’ Hall during a lunch reception for Britain’s equestrian Olympic and Paralympic competitors and back-up teams. Although it has roots dating back to the 12th century, The Worshipful Company
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The new president of the Society of Master Saddlers (SMS) is Helen Reader, pictured (right) with her predecessor Bea Blakeman. Chris Taylor becomes vice president. Helen runs HR Saddlery in Carmarthenshire. She is a Master Saddler, Master Bridle Maker, Master Harness Maker, Registered Master Saddle Fitter and Registered Qualified Bridle Fitter. She competes her two 17hh grey geldings in eventing, show jumping and dressage. Helen told the SMS AGM that she plans to ensure individual members like her – who form about 60% of the society’s membership – are well represented alongside retail and trade members. She went on to identify good prospects for the saddlery trade in the aftermath of Covid. “The pandemic has driven some changes as many people have re-evaluated what is important to them, with a move back to traditional values and a higher appreciation of quality and sustainable products combined with a desire to reduce carbon footprint,” said Helen. “This offers a real opportunity for craft and trade members as the society brand is synonymous with quality and high standards. “I will aim to build on the excellent work which has gone before on training, qualifications and raising standards which will provide confidence to the industry and public in all aspects of our members’ work.” Among the challenges to be faced, she said was maintaining a ‘social licence’ with regards to the riding of horses. “Promoting quality and correctly fitting saddlery to improve horse welfare will be one of my main priorities,” she added. “The Society is working in conjunction with [equine charities] Redwings and the Horse Trust in designing an online CPD Welfare Course for members to update their knowledge of spotting and dealing with potential welfare issues.”
of Saddlers – also known as The Saddlers’ Company – is an enthusiastic supporter of modern equestrianism via education and funding. It’s one of 110 livery companies representing trades, crafts or professions. “It was a great honour to receive the Freedom of this venerable organisation,” said Claire Williams. “The Saddlers’ Company works incredibly hard to promote high standards, training and careers within the saddlery industry and also supports British equestrian activity right across the disciplines. “And, of course, the Saddlers’ path often crosses with that of BETA’s as we strive for the best interests of equestrian manufacturers, distributors and retailers.” Claire Williams has been at the helm of BETA since 2001. Godfrey Morris is a serving soldier, Master Saddler with the Royal Horse Artillery and recent ETN cover star. Victoria Coleman is a director of Frank Baines Saddlery, the Walsall manufacturer founded by her father Frank Baines and which celebrates its 40th anniversary this year. Roly Owers, chief executive of World Horse Welfare, also received Freedom of
the Worshipful Company of Saddlers during last week’s ceremony. Receiving the Freedom of a livery company involves being invited to become a member, usually in recognition of good service to a profession, trade or craft.
Father and daughter Victoria Coleman and Frank Baines. Royal Horse Artillery Master Saddler Godfrey Morris and friend.
EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 13
ETN | RETAILER PROFILE
A gold star for online retailer
Anthony and Carolyn Rowe started GS Equestrian, their multi-million-pound online retail business, with just £30. Deborah Hayward finds out more. GOLDSTAR LEISURE
In 2017, the company was divided two sectors – GS Workwear, specialising in commercial clothing and PPE, and GS Equestrian, offering high-quality goods for horse and rider. The sale of diving and leisure products came to a halt and the two new businesses were operated under the Goldstar Leisure umbrella with their own websites: gsequestrian.com and gsworkwear.com.
EQUESTRIAN
GS Equestrian was set up by Carolyn, who has ridden since childhood. “We aimed to fill a gap in the market,” she explains. There are a couple of really good shops in the local area, but we know that shopping online has become more and more popular, so we went for it.” Anthony adds: “We wanted to help people ride more and worry less about where they get their equestrian essentials. We started off with one or two brands and then bolted others on as we went along. “We have our own GS Equestrian label, offering products such as riding tights, bridles and rugs, and sell a broad range of items, from brands such as PS of Sweden, Flex-On, Uvex, Montar and Horse Pilot, as well as everyday household names including Horseware, Shires and Weatherbeeta.” Anthony and Carolyn Rowe set up GS Equestrian as part of Goldstar Leisure in 2017.
G
S Equestrian is based in Paignton, on England’s south coast – only a couple of miles from the sea and surrounded by rolling, green Devon hills. The town is a popular holiday destination and home to Anthony and Carolyn Rowe’s rapidly growing business, with its large warehouse and offices.
AN ACCIDENTAL ENTREPRENEUR
The husband-and-wife team set up their business quite by chance with only £30 when Anthony bought some moulds to make diving weights. “I was working as a prison officer at the time and learning to scuba dive,” he recalls. “I wanted to make some diving weights. I just needed a mould and couldn’t find any in the UK, so bought one online from America for £30. “When it arrived, I sold it on a third-party marketplace for exactly the sum I had paid for it. I then began to buy ten at a time with shipping discounts, which saw me make a good margin before eventually dealing direct with the European distributor. “We reinvested all the money we made and set up Goldstar Leisure in 2010, selling diving products before branching out into leisure goods and a small number of equine products, which we sold on third-party marketplaces.”
14 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
SERVING THE UK
Following Brexit, Anthony decided to focus on UK shoppers. “We stopped our supply into Europe because of the early challenges of getting parcels there and stuck with the UK market,” he says. “Business was down at first, but things are really busy now and continuing to grow. We have gone from nothing in 2017 to an estimated turnover of £9 million this year – and that’s just the website.”
SHOPPING MADE EASY
GS Equestrian has worked hard to ensure an enjoyable and easyto-use shopping experience for its customers. “We offer Klarna and Clearpay so that they can spread payments and a no-quibble returns service,” says Anthony. “Customers can even request a parcel collection from their own home.”
GREEN CREDENTIALS
The company’s home is a large, modern warehouse with offices run by 29 members of staff. The building itself is fitted with solar panels to supply most of the electricity needed. Additional energy is bought in from a 100% renewable energy company and the facility is a ‘zero to landfill’ site. “We think this is super-important for our business,” says Anthony, “not just from an environmental point of view, but for our customers, too, to show that we are dedicated to moving towards a greener future.”
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RETAILER PROFILE | ETN HIGHS AND LOWS
In the year before launching the GS Equestrian website in 2017, the couple faced one of their darkest times to date. “My father passed away at only 68,” says Anthony, “and the business was struggling as we operated on third-party marketplaces, where margins are incredibly small and customers are not your own. “To turn things around, we developed our own websites and we’ve been on the up ever since. “Our highest point has got to be in 2019, when we won the SEIB Retailer of the Year – Online Retailer category at the BETA Business Awards. It was a massive achievement for us.”
Goldstar Leisure’s “zero to landfill” modern warehouse is fitted with solar panels.
GIVING BACK
Raising money for Riding for the Disabled (RDA) is very important to Carolyn and Anthony, whose brother is disabled. “We understand first-hand the value that equine therapy provides,” he says. To help with their fundraising efforts, a digital charity box has been installed on the GS Equestrian website so that all customers can donate as they check out. “For the past two Christmases, we’ve also sent out thank-you vouchers to our top 500 customers,” says Anthony. “They have the choice to spend the vouchers on goods or donate back to the RDA.” In addition, Anthony runs a GoFundMe page to raise money for the BETA-sponsored RDA horse, Violet.
PLANS IN THE PIPELINE
The company is bursting at the seams and, over the next few weeks, will need to make major decisions about the future. “We’ve got to either move from the warehouse we’re in, buy additional warehousing or install a robotic system, which is a major piece of investment but could potentially quadruple our storage space,” says Anthony. “We’ll keep you posted.” Packing machines are essential to GS Equestrian’s online operation.
ETN ASKS ANTHONY & CAROLYN What did you both do before you started the business? Carolyn: I was a duty manager for the Co-Op Group. Anthony: I have been a commercial fisherman and a prison officer.
Anthony – are you from a fishing family?
No, I spent my days growing up down at the harbour and there was always the lure of the sea.
Are you BETA members?
Carolyn: Yes, BETA really supported us through the pandemic and we would encourage other retailers to join. It’s a great way for us all to help one another with our businesses.
How do you promote the business?
Anthony: We use social media – Facebook, Instagram and Pinterest, Google Ads and Bing.
Do you have any children?
Anthony: Yes, we have three – Bethany, six, Charlotte, four and Joshua, two.
Do you own any horses or ponies?
Carolyn: Yes, each of our children has a Shetland pony – Bethany has Poppy, Charlotte has Poppet and Joshua has Bobby.
Anthony: Do you ride?
No, I have a degenerative disc disease in my spine and have been advised to avoid riding, as a fall poses a higher risk of serious injury.
How important are your staff?
Anthony: They are fantastic – like an extended family. We wouldn’t be here without them.
Do you have investors or backers for the business?
Anthony: No, we own this business. We took a mortgage to buy the warehouse and a loan for one of the machines, but everything else has been self-financed and that’s exactly how we like it.
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EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 15
ETN | FEEDING GALLERY
Rough diamonds Fibre is the most precious part of a horse’s diet. Check out these musthaves for the equine menu. HORSES LOVE A GOOD SOAKING
High fibre feeds for use in the bucket are usually available as chops or pellets. Pellets in particular are useful for horses with poor teeth because they can be soaked into a soft mash. When fibre is provided in a form dentally-challenged horses can manage, they consume just as much as those with normal teeth, according to a study highlighted by Dengie. Soaked feeds also aid hydration in all equines, something to bear in mind when horses change from grazing to drier hay or haylage in winter. Indeed, research has shown that horses tend to drink 6-14% less in colder weather, says Dengie which has a range of soakable fibre feeds. Dengie Alfa-Beet is a high fibre, low sugar and starch, conditioning feed. A combination of alfalfa and unmolassed sugar beet pulp provides slow-release energy. Requiring a 15-minute hot or 2-hour cold soak, it’s ideal for those with poor dentition, veterans, poor doers and aiding hydration. Dengie Pure Grass Pellets are made purely from UK grown meadow grass. Naturally sweet and low in starch, they’re free from molasses, preservatives and straw. Dengie Alfalfa Pellets are rich in calcium, and low in sugar and starch so ideal for horses requiring a low sugar diet such as the laminitis prone and those with Equine Metabolic Syndrome (EMS) or Pituitary Pars Intermedia Dysfunction (PPID).
Green as grass Dengie’s British grown grass feeds step up when natural grazing declines. As well as providing chew time in the bucket feed, they offer additional calories for poor-doers or working horses. Dengie harvests the grass at the optimum time to maximise its nutritional value. It’s then dried to produce a consistently clean product. Every bag can be traced to the field in which it was grown. “We know what’s been grown around it and where it’s been stored, giving you complete peace of mind,” says Dengie. Dengie Pure Grass is naturally sweet and soft. It can be used as a complete or partial hay replacer or added to the bucket feed. Dengie Meadow Grass with Herbs & Oil has a high oil coating plus a blend of herbs and grass pellets. It’s ideal for poor-doers and fussy eaters. Dengie Grass Pellets can be soaked or used in a snack ball.
FORAGE REPLACER
Top of the class TopChop Alfalfa is made from British alfalfa, with a light dressing of coldpressed linseed oil and real mint. It contains no added molasses or other sugar coating. It’s ideal for working horses, broodmares and youngstock. TopChop Alfalfa is of similar nutritional value to good quality haylage but contains less sugar. It is ideal for horses and ponies needing to gain weight. It’s also great for all breeding stock because of its good quality protein, low starch levels and high levels of bioavailable calcium. 16 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
Henry Bell & Co’s EquiGlo Quick Soak 10 Minute Beet is a premium fibre feed that helps to maintain condition and naturally supports healthy gut function. It is made from micronized, unmolassed pure beet flakes and is quick and convenient to prepare with a ten-minute soak time. This can be reduced to five minutes when hot water is used. A British-grown and processed superfood, it is convenient and safe, and has an excellent nutrient profile for all horses and ponies. It is a source of highly digestible fibre, providing a natural, slow release of energy. 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. WWW.EQUESTRIANTRADENEWS.COM
FEEDING GALLERY | ETN
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EQUESTRIAN TRADE NEWS SEPTEMBER 2021 | 17
ETN | FEEDING GALLERY
SELL WITH CONFIDENCE
More than 40 years’ experience has gone into producing HorseHage bagged forage. After harvesting, HorseHage is compressed to half its size and packed into heat-sealed, double-skinned bags. It goes through a fermentation process that causes the sugars in the grass to break down, reducing the acidity level and giving it a sweet smell while preserving the grass. It has a low sugar content of around 4%. Compact HorseHage bales are great for travelling. Once opened, the contents split easily into wedges for netting up. HorseHage is totally natural with no additives; it has BETA NOPS and FEMAS certifications. Importantly for you and your customers, every bale comes with a guarantee.
Super fibres served up Dodson & Horrell Fibre Fusion is a low starch, high oil blend of super fibres. It combines sainfoin - known for its palatability - with alfalfa and grass chaff, creating a multi-fibre source blend to support digestion. Fibre Plus Complex, which is bespoke to Dodson & Horrell, Actisaf yeast (a probiotic) and MOS (a prebiotic) are included to further support digestive function and fermentation of fibre, which in turn help to maintain digestive health. Fibre Fusion is a good source of energy, protein and natural antioxidants to help fuel performance and recovery. The RRP is £15.50 for 16kg.
NATURAL BLEND
Forage ‘n’ Fibre from Rowen Barbary is a high fibre natural blend of forages, designed to be low in energy, sugar and starch. The dry feed is balanced with essential vitamins, minerals and trace elements. Forage ‘n’ Fibre is suitable for horses with metabolic health concerns and those prone to weight gain and excitable behaviour. The RRP is £11.86 for a 20kg bag. 18 | EQUESTRIAN TRADE NEWS SEPTEMBER 2021
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FEEDING GALLERY | ETN
On a roll The Lidded Hay Roller from Stubbs is a boredom breaker cum slow feeder. It also saves waste by stopping hay blowing around the field. A new simple twist lid increases feeding time. Filling the Hay Roller is easy; it holds as much as a large haynet. Thanks to its conical shape, it rolls in a circle rather than straight across a field and under a hedge or fence. Stubbs has cleverly designed the Hay Roller so that it doubles up as a jumping pole block. Moulded from tough Stubbythene, it’s tested down to -30°C. Colour choices are carrot orange, red, blue, green, apple green, yellow, pink and purple. Separate models are available for horses and ponies, differentiated by feeding hole size.
THE ORIGINAL DUST-FREE FORAGE As chosen by Emily King
READI, STEADY, GO!
ReadiGrass is the original dried grass product. The premium quality forage is ideal for horses and ponies with limited access to grazing, such as during the winter. ReadiGrass is grown, harvested and dried on Friendship Estates’ farm in Yorkshire where absolutely nothing is added. A low temperature drying process gently removes water while retaining the natural flavours, wonderful smell, colour and high nutrient value of fresh grass. Suitable for horses at rest and those in hard work, ReadiGrass can be a natural alternative to chaff, a partial hay replacer or a treat. It’s useful for horses with poor teeth who struggle to chew long stem fibres too. As well as helping prevent weight loss when horses come in from summer grazing to winter stabling, it offers enrichment to avoid boredom. ReadiGrass is dust-extracted and supplied in 15kg bales.
Photo by Jayphotos.co.uk
Add-on sales Fibre feeds that come in bags, as opposed to bales, are usually fed from buckets, bowls and tubs. Chopped fibre is particularly voluminous, so large feed containers are needed. Indeed, chopped dried grass, alfalfa or a fibre mix can be left in the stable for the horse to help himself, much as he would pick at his haynet. Red Gorilla supplies sturdy flexible tubs which can safely be filled with an appropriate fibre feed and left in the stable or paddock overnight. And with so many colours to choose from, it’s clear which tub belongs to which horse at feed-mixing time. When customers come in to buy fibre feeds, Red Gorilla tubs are a great add-on sales opportunity.
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BY APPOINTMENT TO HER MAJESTY THE QUEEN MARK WESTAWAY AND SON MANUFACTURERS OF HORSE FORAGE
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EQUESTRIAN TRADE NEWS SEPTEMBER 2021 | 19
ETN | CPD FEATURE ABOUT ETN’S RAMA/SQP FEATURES ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/ SQPs specialising in equine and companion animal medicine. AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk
Fibre for All
By Tracey Hammond M.Sc (Dist), Equine Nutritionist at Dengie Horse Feeds
H
orses have evolved to eat forages which can be loosely defined as plants either in a fresh form or conserved that are relatively high in fibre. While all horses eat forage, not all forage is the same and neither are the requirements of the horses and ponies that eat it. An individual’s needs will vary according to the amount and type of work they are doing, their body weight and body fat score as well as factors such as the condition of their teeth. It is important that we choose the right forage for the right horse as it should make up a significant proportion of the total ration and therefore is often likely to have a bigger impact on the horse than other elements of the diet.
FORAGE SUPPLIES FIBRE
Fibre is vital for the health of the horse’s digestive tract; forage, either as fresh pasture or conserved to make hay or haylage, is the main source of fibre in most horses’ rations. While we don’t know the horse’s exact fibre requirements, it is generally accepted that 1.5% of bodyweight on a dry matter basis should be fed as forage daily (Harris et al., 2017). For a 500kg horse this equates to 7.5kg dry matter daily which is 8.8kg of hay as fed if the hay is 85% dry matter, or 11.5kg of haylage if it is 65% dry matter. Feeding below these levels has been linked to digestive problems such as gastric ulcers, loose droppings and colic. The variable that can be changed is the type of forage and this is where selecting the right forage is really important for factors such as respiratory health, weight management and sugar intake.
HOW CAN WE TELL WHAT A FORAGE PROVIDES?
The only way of knowing the nutritional contribution of a forage to the ration is through analysis. The highly variable nature All horses eat forage, but not all forage is the same. of nutrient levels in grass both throughout the day and the seasons, combined with the challenges of maintaining the quality of pasture samples whilst shipping them to the lab, means it is more common to test conserved forages like hay and haylage. Lots of reference values exist for pasture and if there is a concern about a particular mineral, it is possible to test the soil to establish possible deficiencies as plants tend to reflect the soils they are grown on. 20 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
There are two main options for forage analysis offered by laboratories in the UK: NIR or Wet Chemistry. Near Infrared Reflectance Spectroscopy (NIR) determines the chemical composition of the forage by measuring light energy that is reflected by the sample and comparing it to calibrated reference ranges. Large amounts of Wet Chemistry analysis must be performed to calibrate NIR equipment and for this reason this analysis is best suited to common forages including grass hay, wrapped hay and haylage to produce accurate results. NIR is a cost-effective method that gives a good overview of the key nutrients provided by the forage. Wet Chemistry is a more appropriate analysis technique to use for soaked hays or forages that are not conserved grass such as straw if the calibration for the NIR is not available. Some forage analysis tests including water soluble carbohydrate (WSC), starch and minerals are only available using wet chemistry. Unlike NIR, Wet Chemistry is a longer analytical process requiring a larger amount of equipment and chemicals and therefore is more costly. At a very basic level, analysing forage gives us key information that links to how much to feed when comparing forages of different dry matters. Many people are confused by the differences between hay and haylage. As a true haylage contains more moisture than hay, you need to feed more haylage in order to provide sufficient fibre in the ration. There are also many drier haylages that have a dry matter much closer to hay – referred to as wrapped hay as they don’t contain enough moisture to properly ferment in the way a true haylage would. To illustrate the importance of knowing the dry matter of a forage the following table shows the different quantities required of each forage to provide 10kgs of dry matter: Forage
Dry Matter %
Kgs required to provide 10kgs of dry matter
Hay
85
11.76
Wrapped Hay
80
12.5
True Haylage
65
15.4
To calculate the amount to feed ‘as fed’ simply divide the amount of dry matter required by the horse by the fraction of the percentage of dry matter e.g. for hay 10kgs dry matter required divided by 0.85 as the hay is 85% dry matter 10/0.85=11.76kgs need to be fed. CONTINUED OVER THE PAGE WWW.EQUESTRIANTRADENEWS.COM
CPD FEATURE | ETN
Feeding Fibre for Health & Performance
Jamie Gornall, International Showjumper
Our high fibre feeds include alfalfa, making them ideal for horses and ponies prone to gastric ulcers. Alfalfa is naturally very low in sugar and starch, whilst providing plenty of slow-release energy - the perfect way to fuel performance and promote digestive health! ALFA-A OIL HIGH IN CALORIES
PERFORMANCE FIBRE HIGHLY PALATABLE
HEALTHY TUMMY NUTRITIONALLY BALANCED
Ultimate pure alfalfa, high-fibre feed for fuelling work and promoting condition
A tasty blend of pure alfalfa and grass, to tempt fit, picky performance horses
Nutritionally balanced pure alfalfa fibre feed
Provides 12.5MJ/kg of Digestible Energy from fibre and oil
Highly palatable with a light molasses coating and spearmint oil
Naturally low in sugar and starch
Soft and easy to chew
Free from molasses, straw, cereals and preservatives
Free from straw, cereals and preservatives
Includes a high specification of B vitamins plus additional magnesium and calcium Contains ADM Protexin In-Feed Formula Free from molasses, straw, cereals and preservatives
All of these products carry the BETA Equine Gastric Ulcer Approval Mark as being independently approved as suitable for equines prone to gastric ulcers as part of a balanced diet.
Discover more at www.dengie.com
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EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 21
ETN | CPD FEATURE
Performance horses can be fuelled with high quality forage.
FIBRE FOR THE PERFORMANCE HORSE
Digestibility is key when determining the usefulness of a forage for the performance horse. The more digestible the forage, the more digestible energy it provides. The digestibility of a forage is determined by the type of plant and most significantly the age of the plant at the time of harvest. The older and taller a plant becomes, the more lignin is present, which is why hay is less digestible than a true haylage that has been harvested when the grass is younger for example. Lignin is an indigestible substance that gives a plant structure. Lignin binds cellulose and hemi-cellulose, which are types of fibre that are fermented in the horse’s gut for energy, significantly reducing the digestibility of the forage. Another substance found in plant cell walls is pectin. This isn’t linked to lignin and so remains completely available for fermentation and so is very digestible. While grass tends to contain lower levels of pectin other feeds commonly found in the bucket such as sugar beet, alfalfa and soya hulls are much higher and can make a significant contribution. Forages of this quality can be used to fuel hard levels of work too. Sadly, it is still suggested that performance horses need high levels of cereal based feeds to be able to perform despite studies showing that high quality forages can be sufficient. Standardbred trotters fed a high-quality forage diet performed at a comparable level to those fed a typical concentrate diet (Jansson & Lindberg 2012). Beyond digestibility, the hygienic quality of the forage is also vital for the performance horse to support their respiratory health. As well as being more digestible, a true haylage also contains less respirable particles than hay due to the preservation process from the retention of moisture and exclusion of oxygen when baling. Haylage compared with dry hay is therefore a ‘cleaner’ forage source, although the hygienic quality of hay can be improved with steaming.
FIBRE FOR THE OVERWEIGHT, LAMINITIS PRONE HORSE
UK pasture and forage can easily oversupply calories for leisure horses and ponies in light to moderate work. Many UK horse owners are therefore battling to keep their horses at a healthy Rations can be divided into multiple bucket feeds. weight. Grass is a particular problem and can supply more than double the energy requirements of 22 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
horses in light work at certain times of the year such as the spring and early summer, so action must be taken to limit intake via strip grazing or the use of a muzzle for example. The forage needs of the overweight horse are opposite to the performance horse as they require less digestible sources of fibre. Forage that feels coarse and stalky that is late cut is more useful for these individuals and managing their waistlines. Straw contains high levels of lignin and is therefore even less digestible and therefore lower calorie than late cut hay. It is suggested that straw can be fed at up to 30% of the total forage ration (Harris et al., 2017), providing it is introduced gradually into the diet and that the horse has no dental problems. As well as reducing the overall energy intake, mixing straw into the forage ration may also have the practical advantage of increasing eating time as horses pick out the forage they find tastiest first before eating the straw. For owners of overweight horses and good do-ers that are also laminitis-prone it is not just the calories that are of concern. The level of water-soluble carbohydrate (WSC) in forage is particularly important as well as for those with Insulin Resistance/Equine Metabolic Syndrome and PPID (Cushing’s). NSC, which stands for non-structural carbohydrates, is the sum of WSC and starch added together and is determined by Wet Chemistry Analysis. Current recommendations for the management of laminitis prone horses, those with IR/EMS and PPID (Cushing’s) horses are to try to feed forage or feeds with less than 10-12% NSC on a dry matter basis. These figures are primarily based on personal observations and experiences rather than specific scientific studies to show that these levels are ‘safe’ but are a good guide to aim for. In practice, all horses are individuals and the severity of the metabolic issues that they have will vary and therefore influence which forages will work for them. The level of WSC in hay directly relates to the level of WSC in grass at the time of cutting. For example, the level of WSC in forage will be higher when cut in the afternoon compared to that cut earlier in the morning. The level of WSC is also lower on a cloudy day compared with a sunny one. The type of grass in the forage will also influence the level of WSC, with ryegrass typically, although not always, having a higher level compared with timothy for example. As can be seen, the factors affecting the levels of WSC in grass and therefore forage is complex and not easy to predict. Therefore analysis is key to determining the suitability of forages for horses with these issues.
FIBRE FOR THOSE WITH COMPROMISED DENTITION
While dental issues can occur in horses of any age, they are most commonly associated with older horses as their teeth can become worn and loose, a problem that is usually first noticed when a horse drops partially chewed feed from its mouth which is termed “quidding”. Horses that quid long stem forage like hay or haylage can be problematic. If they consume less forage, they may lose weight and if they start to swallow larger pieces of forage, an impaction may occur. Forages for older horses should take account of this and may need to be softer and easier to chew. As forage makes up such a large part of the horse’s diet, it is not surprising that as soon as they start to struggle with forage, horses may lose weight. So it is vital to provide fibre in the format they can manage to chew by doing some of the work by chopping or grinding the fibre for them. When horses can no longer manage long stem forage, the next step is to try a short chop forage replacer. These typically contain varying combinations of short chop grass, straw and alfalfa as the main ingredients. The fact that the fibre is chopped can initially make them easier to chew. CONTINUED OVER THE PAGE WWW.EQUESTRIANTRADENEWS.COM
CPD FEATURE | ETN
Low calorie High shine
Low calorie, low energy – ideal for good-doers Low starch, low sugar suitable for those prone to laminitis With added linseed Fully balanced with vitamins and minerals High fibre – can be fed as a partial hay replacer
m
For more information contact our Sales Team 01362 822 900 or email helpline@allenandpage.co.uk
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EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 23
ETN | CPD FEATURE When even short-chopped fibre feeds become problematic, fibre that has been ground into a pellet and that can be soaked to a mash is the next step. Again, these pellets may contain combinations of grass, alfalfa and straw but may also include sugar beet, soya hulls and the fibrous outer hulls of cereal grains such as wheatfeed and oatfeed as additional fibre sources. They can also help to bind the pellet together. Whether chopped or ground, it is important to ensure that the feed is appropriate for use as a forage replacer. Many owners try to improve the weight of their veterans with compromised dentition by feeding increasing amounts of conditioning mixes and cubes. These feeds aren’t appropriate as forage replacers as they don’t supply sufficient fibre, can’t be fed in sufficient amounts and contain high levels of starch which increases the risk of digestive disturbances if fed inappropriately. For those struggling to promote weight gain in a veteran with poor teeth, reassure them that if they pick the right type of forage replacer that contains more digestible fibre sources such as sugar beet, alfalfa and grasses, and feed it at the suggested amount, their horse’s weight will improve. Of course, it is also important to ensure there aren’t additional health complications preventing them from doing so. Transitioning to a forage replacer can be daunting for the horse owner, especially as we are told to keep bucket feed sizes small. While this applies to traditional cereal-based concentrates, forage alternatives, once gradually introduced to the diet, are more appropriate to be left in larger amounts for the horse to consume ad libitum. Knowing how much to feed can also be confusing. If the horse has lost weight due to dental problems, then ad-lib would be
RAMA CPD Questions November 2021 ETN
advised. But as a rule of thumb, if the horse was on hay, consider how much it would usually eat and replace it weight for weight with an appropriate forage replacer. Remember that the minimum Fibre that’s been ground to make into a pellet amount of forage can be soaked to produce a mash. replacer required is 1.5% of bodyweight on a dry matter basis just as for forage. Unfortunately forage replacers are likely to be eaten more quickly than hay or haylage, so the ration should be divided through the day and evening as much as practically possible for the owner, leaving a larger amount for the overnight period. Dividing the forage ration into multiple buckets in the stable and using a football or some very large, smooth pebbles in the bucket are little tips that can help encourage foraging behaviour to extend eating time. References • Harris, P.A., Ellis, A.D., Fradinho, M.J., Jansson, A., Julliand, V., Luthersson, N., Santos, A. S., Vervuert I. (2017) Review: Feeding conserved forage to horses: recent advances and recommendations, Animal, 11 (6), 958-967. • Janson, A., and Lindberg, J.E., (2012) A forage-only diet alters the metabolic response of horses in training. Animal, 6, 1939-1946.
RAMA CPD (nutrition) QUIZ SELECT YOUR ANSWERS AND TICK THE BOXES. TWO CPD POINTS
1. What is the suggested lower daily limit of forage intake? a. 2.5% b. 1.5% c. 1% 2. Which of the following forages in not appropriate for testing by NIR? a. Hay b. Haylage c. Soaked Hay 3. Which of the following factors is most significant for the digestibility of a forage? a. Type of plant b. Maturity at harvest c. Time of day cut 4. What type of fibre is most digestible as it is completely available for fermentation? a. Pectin b. Lignin c. Cellulose 5. Name one source of fibre that contains higher levels of pectin a. Grass b. Sugar beet c. Straw
6. For the overweight, laminitis prone individual forage needs to supply low levels of what a. Protein and straw b. DE & NSC c. DE and ash 7. For the dieting horse with good teeth how much of the usual forage ration can be replaced with straw? a. 10% b. 75% c. 30% 8. For the laminitis prone individual forage should contain less than what % of NSC? a. 10-12% b. 20-30% c. 16-18% 9. Why may older horses require a soaked fibre ration? a. to keep them hydrated b. as they struggle to maintain weight c. as loose or worn teeth make it difficult to chew long stem forage
24 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
10. When a horse can no longer chew long stem forage which feeds are the next step? a. A conditioning cube b. A senior mix c. Short chopped or soaked fibre feeds
NOVEMBER 2021
2 CPD POINTS
Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, East Wing, Stockeld Park, Wetherby, West Yorks, LS22 4AW. 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.
Full name Company name/ address Email Telephone number AMTRA number
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SOCIAL MEDIA MATTERS | ETN
Which platform? There’s a big, wide digital world out there. So where to focus your attention for maximum benefit? Rhea Freeman is your guide. Even though you might be pulling apart the way you look or sound, the chances are that your audience won’t even notice the things that are so very obvious to you. It’s important to be selfaware, but it’s very important to embrace these quirks and kick on anyway…
YOUR CUSTOMERS’ HABITS
T
he choice of social media and digital marketing can be overwhelming. So where should you, as a brand, invest your time and energy? With Facebook, Instagram, Tiktok, LinkedIn, Snapchat, Twitter, Pinterest, Clubhouse, YouTube and more vying for your attention (and the attention of your audience), how do you know where to start? Do you need to be in all the places all the time? Social media is the most incredible free way of marketing a brand to its target audience on the brand’s terms. News can be delivered as it happens, charges aren’t applied each time you post or share a video, and it’s a brilliant way to communicate and engage with your customers. But with so many places your business could be, it’s easy to become overwhelmed by all the stuff you could be doing rather than focus on any one space and make gains in that area. So where to focus? Or where to focus first? The simple answer is, focus on where your customers are. But how do you do this? First, explore the platforms’ demographics; then think about where your target audience fits. For example, a much younger audience hangs out on TikTok vs. Pinterest.
BILLIONS OF PEOPLE
In truth, there are few brands I wouldn’t advise to get onto Facebook and Instagram because of the sheer numbers involved - literally billions of people use these two platforms each month, and a serious amount of your target audience will be there. Both platforms have amazing advertising potential too, should you wish to explore that at a later date. Then, think about the content you like to produce. And the content that does well on each platform. If you hate video, YouTube and TikTok are going to be hard for you to get on with. If you hate the sound of your own voice, Clubhouse maybe isn’t the place to focus first. Although, I’d be doing you a disservice if I didn’t point out that video really is a big deal on social media - just look at the stats connected to consumption of online video from platforms like YouTube.
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Now, research your customers and their habits. You could ask them their favourite social media platform. You could ask them what type of content they enjoy. You could ask them what platforms they’re on. You can do this through things like polls and online questionnaires, or just simply when they’re at the till paying for their order. You can make it as complicated or as simple as you want. The thing is, you’re not making a lifelong commitment to only ever being on one or two platforms. And as you grow on social media and become more confident, your strategy for each platform will be different to reflect the audience. Dancing to the latest tunes might be something you could work with via an influencer on TikTok to help capture the attention of your younger customers. Longer form educational pieces around your products might be better suited to LinkedIn where you can educate your stockists and other members of the trade around the innovations you’re bringing to market. The key is to start. And start with just one or two platforms. Learn these. Understand what works and what doesn’t. Only when you’re confident and you’ve got the measure of it, then look to expand onto another platform as the quirks of platform one will have become second nature. Also, keep in mind you don’t have to be creating completely new content for all the platforms; some simple tweaks might be all you need to make the same message translate well in a different place. About the author: Rhea Freeman is an award-winning PR adviser and social media expert who is a Facebook Lead Trainer and accredited #SheMeansBusiness trainer. She provides one-to-one mentoring for brands and also runs a free Facebook group, a membership group, and produces a weekly podcast with the Small & Supercharged prefix. Find out more at www.rheafreemanpr.co.uk Rhea is running a webinar series with BETA which includes FREE sessions for all BETA members who wish to participate and paid for sessions that are open to BETA members and non-BETA members, although BETA members enjoy preferential rates. Find out more by contacting the BETA office tel 01937 587062.
EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 25
ETN | BOOTS, SOCKS AND GLOVES
As the temperature drops…
… your customers are reaching for a decent pair of boots, some weatherproof gloves and warm socks.
HAVE A WELLY GOOD WINTER
The Original Muck Boot Company has a host of high-performance boots. The Apex Lace-Up (RRP £170) is a waterproof, allterrain boot for outdoor pursuits. Breathable mesh linings provide protection and moisture management; while the outsole offers optimal traction. The Arctic Sport (RRP £100-£180) is a fleece-lined Wellington designed to keep feet warm in extreme temperatures. With Muck Boot’s signature neoprene stretch-fit, they keep warm air in and cold air out while staying snug at the calves. A lightweight EVA midsole and rubber outsole offer comfort and traction. The Muckmaster (RRP £115-£140) holds in the warmth thanks to its stretch-fit top-line binding. An air mesh lining lets the feet breathe, making these commercialgrade work boots flexible, waterproof and comfortable.
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Foot perfect
Elico Bamboo Long Riding Socks are a new addition to the sock portfolio from Jenkinsons Equestrian. They contain a bamboo viscose which is three times more absorbent than cotton. And, because these socks absorb moisture away from the skin so readily, the result is dry and comfortable feet. Elico Bamboo Long Riding Socks come in navy or burgundy colourways. RRP £9.50.
OUT IN THE COUNTRY
All shapes and sizes can enjoy a rural walk now the Elico Roundhay XXW Country Boot has joined the Elico Equestrian stable. These extra, extra wide leather waterproof boots are new for 2021 and available from Jenkinsons Equestrian. They have soft comfy linings and hardwearing soles for good grip in all conditions. Discreet calf gussets deliver comfort, while the tops are finished with a smart drawstring detail. In dark brown, and sizes 5 to 8, the RRP is £105.
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SMOOTH RUNNING STABLES
And a new way to graze horses
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BOOTS, SOCKS AND GLOVES | ETN
Fit for the country
Standard and wider fitting country boots have joined the Rhinegold footwear stable. The new wider calf leather Brooklyn Boot comes in sizes 3 to 8 with an RRP of £79.50. Also new in from Rhinegold for December will be a wider leg ladies’ fit waterproof Harlem Boot; plus the new men’s version, styled slightly shorter. Ladies’ sizes are 3 to 8, RRP £102.00; and men’s sizes 7 – 12, RRP £124.00. Rhinegold is available exclusively to the trade from Snowhill.
GET A GRIP
BBB Investments distributes a complete line of eleven gloves under the Octogrip brand name. Launched in the UK in 2019, there are now more than 350 stockists across mainly country and farming stores – with plenty of scope equestrian retailers. Octogrip gloves are ideal for working on stable yards in winter. They offer superb grip for leading horses or doing jobs like filling haynets, yet they’re not too bulky and cumbersome. Importantly, they don’t absorb water. Octogrip has been established in the US for more than 30 years. A key feature is the patented Latex palm used on five of the eleven gloves in the range. BBB Investments has deals, discounts and display stands available to retailers.
MAKING A SPLASH
No puddle will be left unsplashed with the Grubs Muddies Icicle 5.0 children’s boot. With an underfoot chassis for a surefooted platform, a Nitrocel foot bed provides comfortable cushioning underfoot. Inside, a terry towelling lining offers warmth and breathability. A kick rim makes the boots easy to pull off children’s feet when they return from their adventures. Available in charcoal or violet in children’s sizes 6 to 13 and adult sizes 1 to 2, the RRP is £39.95.
RETAIL TIP: Be size-wise
While socks make great gifts because no-one can have too many pairs and they tend to be one-sized, buying boots and gloves can be quite a personal thing. Anything worn on the hands and feet must fit properly to function well. Comfort is key too; boots that rub or gloves that irritate are worse than useless. If you’re a bricks-and-mortar store, make it easy for customers to try on boots and gloves. Provide a seat, footrest and boot-pull for people to get a feel of boots – plus a piece of carpet to protect the soles while they walk in them. Gloves often come in clever packaging which allows a hand to be slipped inside to check the size. Make this clear to customers. Indeed, a display of gloves works well near the checkout. Often people have lost a pair (or half a pair) or need new ones – so a well-placed stand or basket of gloves will catch their eye and act as a reminder.
A G R E AT B R I T I S H C O M PA N Y
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EQUESTRIAN TRADE NEWS OCTOBER 2021 | 27
ETN | SPECIAL REPORT
Boxing clever Subscription boxes - those surprise packages beloved by the beauty industry - can work in the equestrian world too, says Ashley Rossiter.
ou’ve probably heard of subscription boxes. Maybe you’ve even signed up for one? The themed, regularly delivered offerings are aimed at every demographic. Men’s grooming, fresh fruit and veg, and dog pampering subscription boxes are currently popular. So what’s the appeal of these boxes of goodies to the equestrian market?
“Think of it as a way to promote products, like a fresh marketing campaign - not a way to get rid of old stock,” advises Liz. “Any subscription box company worth their salt will want to showcase new and quality products, not focus on old season stock that’s on sale.” Be mindful of products’ weight and size for postage, as well as perceived brand Liz Hayman’s brand Equetech uses subscription value. boxes to target new consumers. “A good subscription box company won’t include products they don’t believe in, so being there automatically adds kudos to your brand,” says Liz. As a beauty subscription box fan, she understands the appeal of an equestrian themed equivalent. “There’s a buzz about getting surprises in the post. And they’re excellent value for money because the value of the contents is always higher than the subscription price.”
LIKE A BEST FRIEND
SUBSCRIPTION BOX COMPANY’S VIEW
Subscription boxes offer consumers something to look forward to.
Y
Consumers think of their favourite subscription box company as a best friend who recommends a product. And because of that, they’re more likely to try it - and be receptive to further recommendations. Trust-building is what makes subscription boxes such an attractive proposition. The consumer trusts the subscription box company to deliver on expectations in its choice of brand and products, and the subscription box company has the power to choose the best for its customers.
THE BRAND’S PERSPECTIVE
Liz Hayman, the subscription box savvy managing director of clothing label Equetech, sees many advantages for a brand – not least targeting a new audience. “Although I had experience with subscription boxes as a consumer, we hadn’t seen an opportunity for Equetech within the equestrian sector that seemed like a good fit until we came across Forelock and Fringe,” she says. Equetech has since contributed to several boxes. But how to choose the right product to contribute? 28 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
Choosing the right products to go into the boxes is an enormous responsibility in the equestrian sector with its vast array of products. Yet it’s what makes the difference between keeping or losing subscribers. Emma Hartshorne founded Forelock & Fringe, an equestrian subscription box company, in 2018 while at university. She’s recently added Hounds and Hers for ‘dogs and dog mums’. Emma’s insider knowledge of beauty and horses has been key to retaining and growing her subscribers. She cherry-picks every item herself. To brands, she says: “It’s the perfect way to get your products into the hands of your target audience at zero cost. We aim to send new products to our customers, and our customers to new brands.” Forelock & Fringe takes photos and creates content for social media, thus providing free marketing for brands’ products. It’s a lucrative pull that’s seen the company work with more 150 different suppliers to date, including the likes of Dubarry, Equilibrium Products, Supreme and Aztec Diamond. Emma echoes Liz’s sentiments on why equestrian boxes are seeing subscriber numbers multiplying month on month. WWW.EQUESTRIANTRADENEWS.COM
SPECIAL REPORT | ETN Does their subscription box ethos fit with your brand? If your products end up sitting alongside others that may not adhere to the same principles (say on the environment or cruelty free), it’s not the best marketing opportunity. Before approaching a subscription box company, look at the type of products and brands they’re already working with. What can you offer that’s different? Do they have an excellent social media presence? Are they engaging with their followers? Are they supporting the brands that feature in their boxes? Be prepared to do your own PR to encourage subscription box discovery. If your marketing is weak, consider using a professional.
THE BUSINESS MODEL
Forelock & Fringe founder Emma Hartshorne cherry-picks items for her equestrian subscription boxes.
“Receiving a box is an occasion to look forward to, again and again,” she says. “Consumers get to experience new products and brands. And each box is always worth way over what the customer pays, so they’re great value for money. Customers say ‘that’s something I never knew existed, but now I can’t live without it.’”
Consumers pay Forelock & Fringe a monthly fee which is automatically taken on the same date they originally signed up and remains the same every month. There are no contracts or commitments, it’s free to cancel at any point. One-off boxes which can be purchased on an ad hoc basis, but roughly 90% of members are subscribed. All the monthly subscription boxes are shipped together on the same day to arrive at similar times with customers. The aim is to keep the contents a surprise. Postage is free for consumers and built into the price. A subscription box provider is essentially a retailer. Products are paid for in full and terms are similar. However, Forelock & Fringe never resells products individually; everything it sells leaves bundled together within its subscription boxes.
About the author: Ashley Rossiter is the managing director of the award-winning PR & digital marketing agency MirrorMePR which operates across the countryside, lifestyle, pet and equine sectors. www.mirrormepr.co.uk
HOW TO CHOOSE A BOX COMPANY
Take a look at the subscription boxes’ target audiences to see which has consumers you would like to reach.
Subscription boxes can combine practical equestrian products with treats for owners.
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EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 29
ETN | BETTER BUSINESS
Busting the worming jargon It’s an important time of year for worm control. Zoetis vet Dr Wendy Talbot explains some common terms to help you discuss worming with your customers. Accurate dosing: Selecting the most appropriate wormer for the parasite targeted and dosing according to the weight of the horse. Accurate dosing helps to maintain the effectiveness of the wormers available.1
Using wormers correctly and only when necessary is key to managing the resistance issue.
Anthelmintic: a substance capable of destroying or eliminating parasitic worms. Ascarid: the scientific name for the large roundworm. Cyathastomins: the scientific name for small redworms (also known as small strongyles). They are one of the most common and harmful worms found in horses. Cyathostominosis: mass emergence of encysted small redworm (ESRW) can cause severe damage and inflammation to the gut lining resulting in the disease syndrome ‘larval cyathostomoniosis’.2 ESRW: encysted small redworm are the larval stages of the small redworm hidden inside the gut wall. A faecal worm egg count (FWEC) will not detect encysted small redworm because the larvae do not produce eggs. In fact, a horse may have a burden of several million encysted small redworm larvae yet show a negative or low FWEC.2
horse’s worming history. It’s worth noting that a result of <50epg (no eggs seen) doesn’t guarantee that there were no eggs in the sample as only a very small sample is studied under the microscope. Encysted small redworm, tapeworm and bots will not show up in a standard FWEC.3,4 FECRT: faecal egg count reduction tests. This is a specific test to monitor the effectiveness of a wormer. They should be performed during the grazing season by taking an FWEC immediately before and two weeks after worming to assess the level of worm eggs being shed. It is important to follow specific guidelines when doing this and it is advisable to have veterinary supervision so that the results can be interpreted correctly.1,4 Helminth: a parasitic worm.
A faecal worm egg count (FWEC) will not detect encysted small redworm.
FWEC: faecal worm egg count. The number of worm eggs in the dung sample are measured and then reported as eggs per gram (epg). For a mature horse (>3yrs) the standard level requiring treatment is usually above 200epg depending on the
Individual approach: All horses respond differently to the same circumstances so it’s imperative to assess every horse independently as well as of a part of the group in which it is kept, when you plan your worming tactics.1
30 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
It’s imperative to assess every horse individually as well as within its group.
Resistance: This is when a parasite population previously controlled by a drug is no longer susceptible to that drug. The active ingredient of the horse wormer kills the sensitive parasites in the population, but those parasites not affected go on to create new generations of resistant parasites. Frequent dosing or under-dosing can cause resistance to occur, as can the effectiveness of the wormer. Under dosing means that parasites which are only partially susceptible to the drug may survive and reproduce instead of being killed as expected with the correct dose. Dosing correctly and only when necessary is the key to managing the issue of resistance in our horses.5 Rotation: This refers to the now outdated practice of using a different class of drug each time you worm your horse to try and prevent resistance to any one wormer ingredient. Rotation alone will not prevent the onset of resistance as there are not enough drug classes to rotate to enable this method to work. Reducing frequency of treatment and selectively treating those horses that need it is more important than rotating a product every time through the grazing season.1 Refugia are the worms that, for whatever reason, remain unexposed to the wormer used at each treatment. These worms importantly contribute to the next generation of worms and may then be WWW.EQUESTRIANTRADENEWS.COM
BETTER BUSINESS | ETN susceptible to the next wormer used. They helpfully counter the population of worms generated from resistant stock and it is thought that they are important in slowing the development of resistance. The largest and most important source of refugia is parasites on the pasture and those parasites in horses that are not treated. A smaller source is any stages not treated by a wormer (i.e. larval stages).1 Routine worming: Worming at pre-set intervals throughout the year – now largely regarded as outdated as it can encourage resistance to occur.6 Strategic worming: Worming with a specific wormer at certain times of year, that have been identified as the optimum times to treat for these particular parasite burdens, for example treating for ESRW in the autumn.7 Strongyles: the scientific name for redworms. They come in small and large varieties. Targeted or selective worming: Worming to treat for a specific type of worm in only those animals with a demonstrated need. For strongyles this is most effectively done following a faecal worm egg count (FWEC).1 References 1. AAEP (2019) Parasite Control Guidelines 2. Matthews JB (2008) Equine Vet Educ, p 552-560 3. Hallowell- Evans C and Hallowell G (2017) Vet Times, April 24 4. Lester HE and Matthews JB (2014) Faecal worm egg count analysis for targeting anthelmintic treatment in horses: Points to
Doing faecal worm egg counts aids selective worming.
consider. Equine Veterinary Journal 46 (2014) 139–145 5. Sangster N C (1999) Veterinary Parasitology 85. 189–204 6. Nielsen MK, Gee EK, Hansen A, Waghorn T, Bell J, Leathwick DM Monitoring equine ascarid and cyathostomin parasites: Evaluating health parameters under different treatment regimens First published 29 October 2020 Equine Veterinary Journal https://doi.org/10.1111/evj.13374 7. Reinemeyer, CR. And Nielsen MK (2013), Handbook Of Equine Parasite Control, 69-100
Prescribe or
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EQUEST contains moxidectin. EQUEST PRAMOX contains moxidectin and praziquantel. POM-VPS. Further information is available on the SPC or contact Zoetis UK Limited, First Floor, Birchwood Building, Springfield Drive, Leatherhead, Surrey, KT22 7LP. EQUEST & EQUEST PRAMOX are registered trademarks of Zoetis UK Ltd. Date of preparation: August 2020 MM-06366 Use medicines responsibly: www.noah.co.uk/responsible.
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EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 31
ETN | EQUINE TREATS AND LICKS
Trick or treat?
Edible rewards should be suitable and safe as well as tasty, says Griselda Beaumont.
SO HOW SHOULD WE REWARD OUR HORSES?
A pat or scratch is often our initial ‘good boy’ response; however, an edible treat can offer further positive reinforcement. This can be on returning from a lovely hack, a competition reward - clear round or not, improved dressage performance - or not. If they have tried, they deserve a treat! For some of us, a treat or two may be a useful method to convince the individual enjoying their grass to come and see you… Treats can also be useful to help a horse stretch. Muscles are used in groups with some stretching and others contracting. If some are used more than others, areas of stiffness are created, resulting in reduced performance. Common stretches are offering treats side to side by the girth and between the front legs towards the girth. It is wise to not force the stretch and only to hold it for a short length of time.
F
or many of us, chocolate or perhaps an old-fashioned pack of atomic fireballs are our treats. We eat them to feel good, as a reward or simply because we like them. Dark chocolate has the potential to influence your mood, stimulate the hormone serotonin and support overall happiness – so why should chocolate not provide this for our horses?
HORSES NOT HUMANS
Should you choose to give your horse half your KitKat or another chocolatebased treat, you will be giving him theobromine. Found in cocoa, this is a toxic (to horses) chemical that can have adverse effects on their central nervous system. Additionally, caffeine – also found in chocolate - can raise equine blood pressure. Theobromine and caffeine, if present in blood test results, produce ‘positives’ which could potentially result in disqualification from a competition and other sanctions. While some of your customers do not compete at levels at which they believe testing may happen, many substances on the FEI and Jockey Club banned, controlled and prohibited lists are included for equine safety and welfare. These lists are not solely focused on potential performance enhancers. 32 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
HEALTHY TREAT OR HORRIBLE MISUNDERSTANDING?
The Polo mint has been a traditional treat for our horses over the years. However, as sugar is the main ingredient and a pack exceeds a human’s recommended daily intake, it would not be wise to recommend using them as an equine treat. Putting this into perspective, a pack of Polos provides in excess of 30g of sugar, whereas a whole 1kg bag of NAF Cherry Treats provides only 2.4g. For equines with metabolic issues, the NAF range of treats can be recommended as the sugar per handful is negligible. These individuals, who may not otherwise be treated, may also appreciate a kind gesture with an enjoyable reward.
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EQUINE TREATS AND LICKS | ETN
THE RIGHT TREAT
Most horses love fruit and vegetables, but beware. An apple fed whole could be gulped and cause choke. We must also be mindful of stones contained within fruit and vegetables that may also create issues. Then there are the popular favourites of ours that we consider harmless, yet which could create considerable digestive upset for our horses. A good example is potato, which comes from the nightshade family and is toxic upon ingestion. Peppers also belong to this family as do, unbelievably, tomatoes. Despite the many health benefits tomatoes bring to us humans, they can hinder our horses by slowing gut function and provoking a toxic reaction. We have heard of some owners drying and feeding bread to their horses. This is not advisable as it could create a blockage and induce colic symptoms. In addition, bread lacks a range of quality nutrients and may therefore result in imbalances. So, what is suitable? Blueberries, a well-known ‘superfood’ and rich in nutrients, are safe for horses to consume while supporting their immunity and wellbeing. Cherries are a wonderful antioxidant but of course with the stone intact they can present a danger. Therefore, feeding cherries in a formulated treat meets the best of both worlds. Mint, meanwhile, can have a positive impact on digestion. It also acts as a great appetite stimulant too. With so many paddocks now significantly reduced in grass species and the decrease in hedge browsing, horses have reduced ability to selfsupplement and enjoy so many of the hedgerow herbs. Offering these can be a positive addition to support immunity and all-round vitality. However, there are also hedgerow plants, such as foxgloves and ragwort, that can have a negative impact on health.
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Formulated treats produced in a handy cube help to ensure the horse is rewarded the right way. Most formulations have a chewable cube that easily breaks down and releases enjoyable and tasty aromas to stimulate a tasteful pleasure and act as a reward. The cube-like shape can also avoid the treat-giver being bitten as the horse can easily recognise what is treat and what is, in fact, hand! Most equine treats are formulated to support overall health and vitality without impacting on horses’ health if overfed. Keeping treats fresh is important, as many are supported with a forage meal. A resealable bag is preferable.
THE SWEET SPOT
Treats are great impulse buys. While many consumers may not actively visit stores to purchase treats, they may not want to leave them behind when they spot them by the counter. As an inexpensive addition to a shopping bill, they are often added without a second thought.
TRICK OR TREAT
All horses deserve a treat, so it is important to ensure they are supplied via safe sources. What we consider a treat is not necessarily what may prove beneficial for our horses. Feeding purpose-designed equine treats can tick all boxes so that horses can be rewarded and the treats can be resealed and reused. For more information on treats or healthy sources, contact the NAF free nutritional helpline tel 0800 373106.
About the author: Griselda Beaumont ANutr(Animal) is NAF’s brand manager.
EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 33
ETN | EQUINE TREATS AND LICKS
Goes down a treat…
Whether they’re used as rewards or boredom-busters, equine treats and licks are now a must-have stock item.
NEW LOOK LICKS
Saracen Horse Feeds has launched new look Pasture Lick and Garlick vitamin and mineral tubs. Formulated with fresh forage and garlic flavouring respectively, the 20kg licks can be fed in the stable or field. The palatable, low sugar products provide a natural ‘little and often’ approach to feeding. They’re ideal for horses at grass, youngstock or horses on box rest. The licks can help reduce stable boredom, stimulate saliva production, and given as a treat or reward. The recyclable packaging features stallions from Saracen’s longterm client Barrowby Connemaras. The grey stallion Killaspic Ross features on the Gar-lick, with dun stallion Killour Star adorning the Pasture Lick. Says Lizzie Drury, Saracen’s senior nutritionist: “These updated licks are a great addition to the Saracen range, offering variety and enrichment, whilst providing a full spectrum of essential vitamins and minerals in robust waterproof packaging ensuring they are suitable for year-round use.” RRPs are £30 for the Pasture Lick and £31 for the Gar-lick.
Winning pick ‘n’ mix An equine pick ‘n’ mix was the winner of a BETA International 2021 Innovation Award. Maxima Mix ‘N’ Munch comprises a selection of biscuit treats, all made with natural ingredients, available in 20 different flavours. “A great idea; customers can cherry-pick flavours to suit the horse. Great marketing and retail display,” said the BETA International Innovation Award judges. And anyone who fondly remembers the pick ‘n’ mix counter in Woolworths will surely agree…
Seriously Fun!
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EQUINE TREATS AND LICKS | ETN
Hours of fun Stubbs’ Horsey Ball treats dispenser is simple yet robust. With just one hole for filling and slow discharge, there are no plugs, stoppers or other removable parts to lose or break. The lumpy-styled ball seems to have a mind all of its own and never rolls a straight line. Moulded from ultra-tough Stubbythene, this durable equine toy comes in red, blue, green, purple or pink.
GOOD ALL-ROUNDERS
The Nettex SUPAlyx Horse and Pony range makes a perfect gift idea for Christmas, or all-year round. The tasty licks can be used as treats while offering nutritional benefits too. They come in recyclable packaging. The SUPAlyx range contains vitamins, minerals, a fermentation product with a prebiotic function, plus ingredients to help support respiratory, joint, digestive and overall health and vitality. The trade price for a 6kg lick is £15.05, RRP £19.99.
Give the gift of SUPAlyx Your Trusted Team
To order visit www.trilanco.com
Simply scrumptious Equerry Minty Treats make the perfect reward for horses or ponies, any time, any place. The delicious, healthy treats come in a 20kg bag size – ideal for larger yards or sharing. Minty Treats are fibre-based nuggets, low in sugar, non-heating and cereal-grain-free, so they won’t cause any problems or ‘fizz’. They can be fed by hand, in a treat ball or added to feed to tempt fussy feeders. Equerry Minty Treats are just the job when horses deserve a little reward.
FEEL-GOOD SNACKING
Horses and ponies love Henry Bell & Co’s EquiGlo Minty Horse Treats. These tasty little nuggets are low in calories and made from mint herb and natural fibre sources. They are perfectly suited to equine snacking without throwing a horse’s regular diet off balance. EquiGlo Minty Horse Treats are available in handy 1kg packs.
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EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 35
ETN | ETN REPORTING
TURNING BACK THE PAGES…
For more than four decades, ETN has reported on the equestrian trade. Let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago. In November 2016, ETN reported:
FIVE YEARS AGO...
Yorkshire retailer RideAway was sold by Pets at Home to Newtyle Nominees to become a stable-mate of Derby House. Ride-Away was founded in 1980 by Stephen and Angela Clarke and sold to Pets at Home at the end of 2012. “Ride-Away is held in high respect in this industry, and we want to keep it that way,” said Martin Turley, managing director of Newtyle Nominees. Sports Direct closed the Cardiff branch of Robinsons. The giant sports retailer had acquired Robinsons Country Leisure from the Bentham family earlier in the year. In product news, Boehringer Ingelheim launched Equitop Myoplast to the trade. The supplement had previously only been available via vets. And research by Neue Schule proved what many riders already suspected – that a hanging cheek bit relieves poll pressure. Regional magazine Chiltern & Thames Rider ceased publication after 23 years. Directors Susan Mitchell and Janet Brown blamed the emergence of internet and ‘mobile phone-based media’ for the print title’s demise.
In November 2001, ETN reported:
20 YEARS AGO...
The directors of Finest Brands International (FBI) completed a management buyout of the company following the retirement of its chairman and founder Paul Ziff. John Ayres became FBI chairman with Roy Aspinall continuing as managing director. Mark Bulson headed up FBI’s clothing brands, Toggi and Splashdown. Bruno Goyens de Heusch, of Equestrian and Farming Innovations (EFI), told ETN he was to expand the business following high demand for the new Mark Todd range which he was distributing. “We’ve hit on a really successful formula,” he said. “It’s a quality yet affordable brand with a great name behind it.” Walsall based riding wear manufacturer Gorringe increased its factory staff by 35% “due to a rapid increase in orders.” Sales director Richard Gorringe attributed the brisk business to “reasonable prices, good service and hard-working staff.” New concepts arrived in the shape of Equilibrium Products’ equine chaps to guard against mud fever; and Equestrian Vision’s computer game for horsey people. 36 | EQUESTRIAN TRADE NEWS NOVEMBER XXXX 2020 2021
In November 2011, ETN reported:
TEN
YEARS Faulks & Co, supplier AGO... of Tubtrugs containers and Wm Faulks tools, renamed itself Faulks & Cox “to reflect the vital role of managing director Dean Cox within the company.” Cotton prices were at an all-time high, much to the alarm of clothing suppliers. Floods in Pakistan and the US (notably around the Mississippi river) were blamed for raw cotton prices more than doubling to $2.20 a pound at their peak. A ‘new training concept’ promised to put top-level tuition within reach of every rider - any place, any time. iRide instructional audios enabled riders to follow the advice of top coaches through their MP3 or iPod headphones. It was a busy month on ETN’s People page. TopSpec’s Katy Tyler married Martyn Mickle; Simon Parker left British Horse Feeds after 11 years; Ashley Rossiter, formerly at Sam Forrest PR, set up her own agency called MirrorMe; and Flora Watkins joined Horse&Hound as news editor.
In November 1991, ETN reported:
A spate of burglaries was reported. Thieves broke into Mrs Dodd-Noble’s 30 Sandon Saddlery in Hertfordshire for YEARS the third time that year, getting away AGO... with 40 saddles. The shop at John Goodwin’s Wychnor, Staffordshire based dealing yard had £60,000 worth of stock stolen. And thieves made off with £25,000 worth of clippers and Weatherbeeta rugs from Equequip’s Daventry warehouse. Joe Singlton, owner of the wholesaler, asked retail customers awaiting deliveries of stock to be patient. Agriculture minister John Gummer MP – who the previous year had publicly fed a beef-burger to his four-year-old daughter to quash BSE rumours – visited Dengie. Managing director Clarke Willis welcomed Mr Gummer to the Essexbased crop drying co-operative which was “developing sales of dried alfalfa into the equine market.” The Lavenham Rug company acquired Shasco International, a horse clothing manufacturing business from Mytholmroyd, West Yorkshire. In a bid to attract new and young customers to the Puffa label, bright colour options were added to the collection of padded jackets and vests. Marketed under the Phun Puffa banner, new lines included Gobstopper (violet), Sherbert (yellow), Bubble Gum (flame) and Candy Floss (vivid pink). Puffa pointed out that it’s classic colours would be retained for its main range. 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 leathercraft skills.
ETN BENCH SADDLER OF THE MONTH: SUSAN SLADE NOMINATED BY: Helen Dart, who says: “Susan is a Master Saddler and Harness Maker, Master Bridle Maker and Registered Qualified Saddle Fitter. She’s highly regarded in the side-saddle world and is wonderful at her craft. “Susan has twice won the side-saddle class at the SMS National Saddlery Competition, and the open bridle class three times. She has competed in ladies’ side-saddle competitions and ridden in a number of disciplines.” ABOUT Susan: Horses have always been part of Susan’s life and she rode from an early age. Even as a youngster, she was more practical than academic. And that creative streak has remained. “Seeing an item come together from start to finish can be very satisfying,” she says. “Leather is so versatile and a great medium to work with.” Susan got interested in saddlery while she was working for luggage and leathergoods retailer George Aldridge & Sons in Reading. “I would go up to the workshop at the top of the building to fetch a repair, watching Richard the saddler at work and thinking that’s what I would like to do,” she recalls.
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Faced with a two-year waiting list to get into Cordwainers College, Susan turned her attention to working with horses. She gained her BHSAI, taught riding and worked in various yards and studs involved with hunters, youngstock, dressage horses, jumping, high goal polo and carriage driving. Eventually Cordwainers beckoned, and Susan won the gold medal for the most outstanding student. She also qualified for membership of The Guild of Master Craftsmen with distinction and was awarded a bursary from the Worshipful Company of Coach and Coach Harness Makers. After college, she worked in Germany under the guidance of Sattlermeister Horst Olderdissen at the Sattlerei Janitshke Bielefeld, gaining more valuable experience in the trade. In 1993, Susan returned to the UK to establish The Saddlers Workshop. Today, the business is based in the semi-rural village of Liss on the Hampshire/ Surrey/ West Sussex border. Susan served on the SMS Executive Committee for several years, and was on the sub-committee that put together the Introductory Bridle Fitting Course. She’s been an assessor for the City & Guilds Saddlery Skills Assessment Examinations and occasional judge at the National Saddlery Competition. “It’s very rewarding being able to help those coming into the industry and seeing the high standard of work they achieve,” she says.
SIDE SADDLES
Susan thoroughly enjoys repairing and restoring side saddles, and credits Richard Godden from The Saddlery Training Centre in Salisbury for teaching her the necessary skills. “I’m always trying to replicate any design feature of the original saddle,” she explains. “I’ve also found that riding side saddle myself has helped me a great deal when it comes to balancing them for horse and rider; it helps me to understand what the rider is feeling.
“My most notable customer, for whom I made a new side saddle, was Anna Abramovich [daughter of the billionaire owner of Chelsea Football Club].”
ALPACA HEADCOLLARS
Susan regularly creates bespoke bridles, belts and dog collars for customers’ special occasions. She’s also been asked to make alpaca headcollars, military re-enactment items, vintage car body straps and – perhaps the most unusual request - a muzzle incorporating a sieve for a Pekingese dog. In her precious spare time, Susan rides when she can. She also enjoys ringing bells at her local church, gardening and walking her flat-coated retriever Rueben. “He often accompanies me on saddle fittings or in the workshop,” she says of Rueben, “and he greats everyone with enthusiasm and lots of licks.” Of the changes Susan has seen during her time in the industry, she cites changeable gullets, air flocking and all the modern materials now available as most notable in saddles. In bridles, she’s seen the development of specially designed headpieces and nosebands, plus a great deal of research, new concepts and ideas. “It’s all very good,” says Susan, “but I sometimes think there’s a tendency to overthink things. When all’s said and done, a lot of it comes down to good old fashioned common sense.”
HOW TO NOMINATE A BENCH SADDLER:
Everyone is invited to nominate bench saddlers they feel deserve to be named ETN Bench Saddler of the Month. Candidates for the award must be a member of the SMS and based in the UK or overseas. To nominate a bench saddler (or more than one), email editor@ equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.
EQUESTRIAN TRADE NEWS NOVEMBER 2021 | 37
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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
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DIAMOND FARM STUD LIMITED LAKEVIEW HOUSE 4 WOODBROOK CRESCENT BILLERICAY ESSEX CM12 0EQ £902
CAE NEWYDD EQUINE SOLUTIONS LTD TYN CAE NEWYDD WAUNFAWR CAERNARFON GWYNEDD LL55 4BX £902
K DOWDEN T/AS ROOKERY STUD MURCOT ROAD CHILDSWICKHAM BROADWAY WR12 7HR £1,879
UK WHITE HORSE LIMITED 3 PARK VIEW ROAD PRESTWICH MANCHESTER M25 0PU £62
J E STABLES AND SONS (A FIRM) GREAVES FARM FIELD BROUGHTON GRANGE-OVERSANDS LA11 6HR £1,785
EASTEN EQUESTRIAN LTD STAFFORDSHIRE HOUSE BEECHDALE ROAD NOTTINGHAM NG8 3FH £4,657
EVANS EQUESTRIAN LTD 1 JASON WORKS CLARENCE ST LOUGHBOROUGH LE11 1DX £942 A & J ANIMAL FEEDS LTD 17 BRIDGEGATE HOWDEN GOOLE ENGLAND DN14 7AE £902
APPOINTMENT OF LIQUIDATOR INNES EQUESTRIAN LTD HARVEYS INSOLVENCY 2 OLD BATH ROAD NEWBURY BERKSHIRE RG14 1QL
Coming soon in ETN… JANUARY 2022 • 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 before 23rd November. For more information, contact Beth Crow on 01937 582111 email bethc@beta-int.com
38 | EQUESTRIAN TRADE NEWS NOVEMBER 2021
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EQUESTRIAN TRADE NEWS XXXX 2020 | 39
ETN | NEWS
High Quality Low in Starch & High in Fibre From Vitamin A to Zinc Fully Traceable Slow Release Energy
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