ETN - Equestrian Trade News - October 2011

Equestrian Trade News

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

October 2011 Volume 35, No 10 Monthly

CHRISTMAS IS COMING Tricks of the trade to get those till bells ringing

2012 19-21 February 2012 NEC, Birmingham, UK

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CONTENTS

Comment Let’s be realistic. No company can afford to ‘put something back’ into the equestrian industry for purely altruistic reasons.

However, with imagination and enterprise, it is possible for firms to help the wider horsey community as well as stay commercially sound – as two companies have proved this month.

Wholesaler Abbey England has given British manufacturing another boost by acquiring Equus Polymer (see News), best known for its rubber rein grips and overreach boots. Abbey is a family run business that’s clearly thinking long term rather than fast buck. But let’s not forget that it takes great vision, and a dash of courage, to invest in a sector which some had already written off or conceded defeat to the Far East. Walsall, the West Midlands and our trade would be much the poorer without Abbey England.

Then there’s supplements specialist NAF with its indefatigable support for British equestrian sport. Not content with being an official supplier to Team GBR and sponsoring countless other events from Hartpury International to riding clubs, now NAF has stepped in with funding for an eight part pre-Olympic television series.

Getting to Greenwich, to be broadcast on Horse & Country TV soon (see News), will bring awareness, glamour and explanation to equestrian sport to inspire future participants. And that’s for all our benefits.

Well done, Abbey England and NAF. You both deserve a medal!

We make no apology for featuring Christmas gifts as strongly as we do in this month’s ETN. Of course Christmas is a prime trading time for retailers, with practical presents particularly in demand this year. But aren’t they always with horsey people?

The festive season also kick-starts plenty of equestrian activity. There’s Olympia, the Boxing Day meet, Pony Club rally in the holidays, New Year’s Day ride, fancy dress show jumping...In fact, horses and Christmas go together like port and Stilton.

Top show rider Louise Bell may miss the Horse of the Year Show (HOYS) this month because her toes were badly broken when trodden on by a horse. Yes, squashed toes are among the most common injuries to happen around horses, yet this is a safety issue that rarely gets discussed.

It doesn’t just happen to the famous. My jodhpur boot clad sister was grooming our old, very quiet pony the other day when I heard a yell. I ran over to find her foot pinned to the ground by the hoof of a surprised looking pony.

As we soothed her sore-looking foot under a cold tap and dried the tears, I said: “Come on, you’ll be alright, let’s go for a ride.’ We had a lovely ride too. But I felt guilty later when she’d been to hospital and an x-ray revealed a broken toe. She was off work for two days because she couldn’t drive.

More on boots in next month’s ETN.

Liz Benwell

www.equestriantradenews.com

OCTOBER 2011

NEWS .......................................................4 PEOPLE...................................................14 DOGS AT WORK........................................15 THE GOLDEN TOUCH What a gold medal means to the trade........16 PRODUCT NEWS ......................................18 VIEW FROM AMERICA...............................23 CHRISTMAS GIFT FEATURE Product gallery ........................................25 Keeping kids happy ..................................28 Presents for special people .......................29 BETA MEMBERS’ PAGE .............................30 BETA INTERNATIONAL COUNTDOWN .........31 MEET PEGASUS HEALTH...........................32 SUPPLEMENTS & BALANCERS FEATURE What horses really want ...........................35 All about aloe vera ...................................38 How to sell supplements ..........................40 Product gallery ........................................42 LEGAL EAGLE ..........................................46 WHAT’S ON ..............................................47 WINTER AILMENTS FEATURE Lotions and potions: what to stock .............48 Product gallery ........................................50 COUNTY COURT JUDGMENTS ....................54 ETN’s front cover image - two happy horses enjoying the fresh air during a seasonal cold snap - comes courtesy of Horka International BV. The wholesaler, based in Zwolle, The Netherlands, is this year celebrating its 55th anniversary and is still run by the founding Horst family.

Horka’s products cover the every equestrian need from competition and casual rider clothing to horse care equipment and saddlery. UK retailers will find the Horka collection offers a delightful twist to traditional themes, while the company says its remit is to offer good quality at keen prices. Easy ordering, fast delivery and high levels of stock ready for despatch are other attributes.

Find out more in this issue of ETN (see Product News and Christmas Gifts feature). Or visit www.horka.com

EQUESTRIAN TRADE NEWS OCTOBER 2011 3

RETAILER LAUNCHES OWN BRAND WORMER A new own brand equine wormer is being sold by Mole Valley Farmers in its stores and websites.

Molemec Paste for Horses, the active ingredient in which is ivermectim, and Molemec Paste for Horses Plus, active ingredients ivermectim and praziquantel, are to be joined by more equine health products within a new Molecare Animal Health range.

Molemec wormers are manufactured by Merial, the company that also makes Eqvalan and Eqvalan Duo. “The products contain the same ingredients and characteristics” said a statement from Mole Valley.

The Mole Valley Farmers group, encompassing CWG Farm and Country’s ten stores, SCATS Countrystores’ 21 outlets and Mole Valley’s nine branches, employs a total of 260 suitably qualified persons (SQPs).

Single units of Molemec Paste for Horses are retailing at £3.99 (including VAT) and Molemec Paste for Horses Plus at £9.99 (including VAT). After 1 January, prices will increase to £4.40 and £10.44 respectively. Discounts are available to consumers buying in quantity.

Eqvalan was launched 30 years ago, but Merial’s equine products manager Claire Edmunds said there was no intention to phase out the brand: “We’re supporting Eqvalan and Eqvalan Duo by continuing the high-profile SMART campaign which is educating consumers about resistance to wormers. We also have a dedicated team who work with vets, SQPs and retailers to help owners make the correct choices about worming.”

Merial Animal Health is offering a promotion under which retailers that purchase 40 tubes of Eqvalan Duo this month (October) will receive weigh tapes free of charge while stocks last.

Stoneleigh boss wants to revive Royal Show Ian Peglar, the new boss of Stoneleigh Park Events, has been talking about reviving The Royal Show.

The show, which regularly attracted 100,000 visitors, was last held at the Warwickshire venue in 2009.

Ian, the former chief executive of Little Chef roadside diners, told Radio 4’s Farming Today that he wants to give the Royal a make-over but is keen to retain its “core agricultural and equine elements.”

Powell directs online BP sales to retailers KC SPORTS has launched a new ecommerce website (www.powellprotec.com) which directs sales of its Powell body protectors via retail stockists.

“With online trade now a significant part of everyday business within the equestrian industry, we wanted to find a way to capitalise on this for the benefit of our brand and to support our UK retailers,” said Marcus Yeomans of KC Sports.

“A manufacturer’s website is trusted by consumers and has the potential to create a significant amount of online sales for that particular brand,” he added. Orders taken online are emailed directly to Powell stockists to fulfil from their existing stock.

The company has also addressed the sensitive issue of ensuring its body protectors that are sold online are fitted correctly, something that’s crucial with an item of safety equipment.

According to Marcus, “incorrect sizing and returns are eliminated with Powell’s extensive expertise of sizing customers remotely having serviced our export markets this way for over 20 years.”

The company also makes a ‘sizing calculator’ available to stockists who offer Powell body protectors online.

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Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales @equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778

Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com

Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 ISSN 1462-9526

4 OCTOBER 2011 EQUESTRIAN TRADE NEWS

Abbey England ...........16 AHD Equine Health .....51 Andover Healthcare.....50 Animalife ....................43 Bailey’s Horse Feeds ....39 Bedmax..............15 & 17 BETA International.......31 Brinicombe Equine ......52 Buffera Ltd ..................28 Carrots........................25 Classified ....................53 Comfort Gut................42 Dodson & Horrell Limited .......................37 EAF HaySoft ................13 EuroHorse ................OBC Fullolife.......................34 Gallop Equestrian Ltd..IFC Grays of Shenstone .....27 GWF Nutrition.............35 H & C TV.......................7 Hills Pet Nutrition ..........9 Horka International BV 12 Horslyx .......................45 B Jenkinson & Son.......27 Maxavita ....................40

Merial Animal Health Ltd...................11 Natural Animal Feeds ..33 Pfizer Animal Health Ltd...................23 Robinson Animal Health ........................49 Santé Franglais............42 Sherwood Forest Ltd ...22 Shires Equestrian Products .....................14 Silver Feet ...................51 Soake Farm.................21 South Essex Insurance Brokers .........................5 SP Equine Health & Herbal .....................41 Spartan Equestrian Products UK ................26 TopSpec......................38 Torq Fitness.................12 Virbac Animal Health..IBC Waldhausen GmßH & Co KG......................19 Web Directory.............54 Worklite Ltd ................18 Youngs Animal Feeds ..20

www.equestriantradenews.com

H&C TV televises road to Greenwich HORSE & Country TV is to follow the British equestrian team in the run-up to the London Olympics in an eight-part series sponsored by NAF. Getting to Greenwich will explore the hopes of eight potential contenders for Team GBR, across the three Olympic and one Paralympic disciplines of dressage, showjumping, eventing, and para-equestrian dressage.

The series is produced by Lizzie Greenwood-Hughes’ company, Harkaway Media.

“Equestrian sport represents one of the UK’s best medal hopes at next year’s Games,” said Tracey Lloyd of NAF. “As a sponsor of Team GBR, NAF is doing its utmost to promote and support all the riders in the World Class Programme [which prepares Britain’s elite riders]. Sponsoring Getting to Greenwich gives us a unique platform from which to reach this goal.”

Heather Killen, chairman of H&C TV said: “We’re delighted that NAF is working with us to bring a show about our potential Olympic riders to UK viewers.”

Andrew Finding, chief executive of the British Equestrian Federation (BEF), commended “a new way to communicate the fantastic potential of Team GBR for next year’s Games.”

Getting to Greenwich will premiere on Horse & Country TV (Sky channel 280) in November.

New sponsor for BETA Awards EQUINE Careers has become a new sponsor of the BETA Business Awards.

The equestrian recruitment company is backing the Sales Representative of the Year Award, one of a series of accolades presented by the British Equestrian Trade Association (BETA) to recognise significant contributions to the equestrian industry.

Equine Careers, which specialises in office and professional jobs, was founded in 2009 by Emma Dyer who said: “[We] have a sales agents’ database, so this award is very relevant to everything we do.”

The Sales Representative of the Year award recognises excellence in product knowledge and service to retail customers. Nominations are made by retailers, with finalists selected via voting and interviews.

• ETN is the new sponsor of the Trade Supplier of the Year. Other awards include UKTI Export Award, TSM Rider Award, SEIB Retailer of the Year, BETA Lifetime Achievement Award, Harry Hall Retail Employee of the Year, Haygain Nutritional Helpline of the Year and the BETA Trade Website of the Year.

• Find out how to nominate candidates for all the awards in the November issue of ETN. www.equestriantradenews.com

Horse & Country TV's Jenny Rudall interviews William Funnell at the recent Olympic Test Event in Greenwich Park.image Nico Morgan.

Saddle fitting successes THE Society of Master Saddlers’ recent Overseas Saddle Fitting course and assessment resulted in success for the following candidates: Judy McArthur – Equine Life P/W (Australia), James Hughes (Denmark), Irma Wormgoor – Olde Hietmoat Horsesupplies (Netherlands), Stephanie Bullock – P S Farm Equestrian (New Zealand), Kari Grundvig – Grundvig Salspesialisten (Norway), Bente Johansen – BHS Salsenter (Norway), Dawn Anderson – Anderson Equine Saddle Fitting Services (USA), Sue Newell – Custom Saddlery (USA), Graham Newell – Custom Saddlery (USA), Julie Nelson – Custom Saddlery (USA), Pam Omer – Freedom Fittings (USA).

The following UK candidates were also successful: Sarah Stevens – Equestrian World (UK) Ltd, Oxfordshire; Samantha Wuczke – R B Equestrian, Buckinghamshire; Helen Mattinson – R & R Country, Yorkshire; Laura Simpson – Individual Member, Scotland.

Safety rule updates DRESSAGE riders competing below advanced must wear up-to-stand riding hats for warm-up and in the arena from 1 December.

The new rule, imposed by British Dressage (BD) following consultation with its members, mirrors that enforced by the US Equestrian Federation and

drafted by the international governing body, the FEI, for discussion at its assembly in November.

• In another rule update, the Masters of Foxhounds Association (MFHA) has made the wearing of BETA Level 3 body protectors compulsory for team chases run under its rules.

Abbey acquires Equus Polymer ABBEY England has acquired rubber moulded products specialist Equus Polymer.

The West Midlands based manufacturer of rubber rein grips, bit guards, martingale stops and over-reach boots, was previously in Vale Bros’ ownership for seven years.

Abbey England has also taken on the lease of Equus’ factory in Willenhall and will continue to manufacture there. Equus’ four employees are being kept on.

The acquisition is the latest of several British manufacturing companies by Abbey.

“We’ll be supplying Equus to the trade through the usual channels,” said Peter Philips of Abbey. “Keeping British manufacturing going is very important to us.

“Equus was a valued supplier of ours and is a market leader in terms of quality. Companies like this are very much the mainstay of our trade.”

Permission needed to show possessions in ads, says watchdog EQUI-SPORT Horseboxes has been reprimanded for using a picture of a customer’s vehicle with a visible license plate on its website.

The Advertising Standard Authority (ASA) decided that the vehicle, a silver and green horsebox, was identifiable as belonging to its owner who had brought the complaint against the Yorkshire based firm.

Equi-Sport Horseboxes should have obtained written permission from the horsebox owner to use its picture on their website, the ASA decided. Failing to do so resulted in a breach of the CAP (committee of advertising practice) Code.

The Code urges advertisers to get permission before portraying a member of the public’s identifiable possessions in their advertising.

Equi-Sport Horseboxes was ticked off by ASA for its dilatory response to their enquiries – and told to remove the picture of the horsebox from its website, or obscure its license plate.

Supplier offers free marketing CANADIAN clothing manufacturer Asmar Equestrian is offering distributors and retailers free marketing and social media support to help them promote the brand.

The company - which is seeking UK-based stockists (including on-line retailers) - is also offering flexible terms.

“Retailers wanting to stock technically-advanced leisure clothing, riding and show wear ranges can’t really afford to miss out on this amazing opportunity,” said the company’s CEO, Noel Asmar.

Asmar Equestrian launched at BETA International 2011, winning an ETN Innovation Award for rider clothing with its All Weather Rider jacket (pictured).

Legal case to test hunting ban JAMIE Hawksfield and Neil Millard, joint masters of the Crawley and Horsham Foxhounds, appeared alongside hunt secretary Rachel Holdsworth and former huntsman Andrew Phillis before Crawley Magistrates Court on 25 August, charged with illegally hunting a fox with dogs contrary to the Hunting Act 2004.

The case, which centres on video footage handed to Sussex police, was adjourned. It’s being seen by many as a possible hunting ban test case.

Although around 180 people have been prosecuted under the Hunting Act, almost all were poachers with only six members of registered hunts being convicted. One of those, Tony Wright, a huntsman from Devon, was later cleared on appeal.

6 OCTOBER 2011 EQUESTRIAN TRADE NEWS

Fair guide warning A COMPANY called Expo Guide SCV has been contacting companies offering entries in its internet Exhibitors’ Directory for BETA International.

While it appears that the entry is free of charge, companies that sign and return the form will become liable for an annual fee of €1,271 for three years as well as an additional year unless the arrangement is cancelled before the final year.

“Please note that this is a company totally independent of either BETA or the BETA International organisers and has nothing whatsoever to do with the official Trade Fair Catalogue which is published as part of the BETA International Trade Fair,” says a statement from BETA International.

SMS runs manufacturers’ showcase AROUND 60 Society of Master Saddlers (SMS) members – many of whom are saddlery retailers attended an SMS Manufacturers’ Showcase at Moulton College last month.

The event enabled representatives of Barnsby Saddles, Fairfax Saddles, Hastilow Competition Saddles, Ideal Saddle Company, Jeremy Rudge Saddlery, Kings Saddlery, Morris & Nolan and Vale Brothers to have in-depth discussions with visitors “Deemed a great success, exhibitors and visitors unanimously voted to hold similar events in the future,” said an SMS spokesman.

Been offered second-hand tack?

THE proprietor of a Lincolnshire equestrian centre has appealed for anyone in the trade to let her know if they are offered any cheap, second-hand saddlery.

Sarah Payne, who runs Sheepgate Equestrian at Leverton, near Boston, lost more than £20,000 worth of saddles, bridles and rugs when her two tackrooms were burgled on the night of 10/11 September.

The thieves’ haul included ten saddles, mainly dressage styles by Amerigo, Ideal, Equinefit and KN, five Elevator bridles and in excess of 40 rugs - some embroidered with Team Sheepgate and others still in their bags from the cleaners.

“They completely cleaned out two tackrooms,” Sarah told ETN. “The thing I most want back is a brand new Amerigo black dressage saddle, the new model with padding on top with a padded, yellow cover. It’s only been sat on three times and cost more than £3,000.”

Anyone with information can contact Sarah Payne on 07768 156262 or the police.

Retail chain slashes feed prices COUNTRYWIDE is re-launching its own brand horse feeds via a series of equine events at many of its chain of stores.Visitors can enjoy demonstrations, a hog roast and 20% off own brand feeds and up to 50% off rugs.

Countrywide’s equine buyer Sara Blackshaw says the retailer chain is responding to customer feedback. “[We’ve been] working with top equine nutritionists to reformulate our feeds to offer a superior, cost effective product, which has been well received in customer trails.”

Of the equine events, she added: “These events are designed to make things that little bit easier for horse owners.”

Countrywide will be offering a range of discounts, including 50% off its Kadence combo heavy weight 400g turnout rug, 50% off Kadence fleece lined leather yard husky boots and 10% off all products in store (exclusions apply).

The events will also support Riding for the Disabled (RDA).

www.equestriantradenews.com

Good crowds spend carefully at Burghley

WHILE Burghley (1-4 September) was as well populated as ever, some spectators were keeping a tight rein on the purse strings.

At Newmarket based Gibson Saddlery, Carl Butcher said while visitor numbers seemed to be well up, there was “reluctance in terms of trading.”

“We didn’t come out too badly, although the figures are no better than we were doing in 2006,” he said. “Products from wholesalers are going through the roof but customers are expecting good deals – and there’s not much meeting in the middle.”

Carl added that although it was “still very worthwhile doing Burghley, it is Badminton that seems to get better trading-wise each year. Maybe it’s the time of year. People used to do their Christmas shopping at Burghley, but perhaps they leave it later now?”

Most traders ETN spoke to agreed that Thursday and Friday remain the best shopping days, particularly since it rained heavily on the Sunday this year. However, with on-the-gate admission prices of £14 per person (£25 on the Saturday) plus £11 to park the car, some visitors are making a big hole in their spending money just to get into the event.

Taking a stand in one of the ‘show within a show’ marquees has become a relatively stress-free way to exhibit at the big shows.

SupaStuds has had a pitch in the World of the Horse at Burghley since 2005.

“It works for us because people know where to find us,” said the company’s Annie Jolly.

“This year was fine businesswise; similar to last year. At Burghley, we have more time to talk to customers and explain how our product works. We’re there to support our stockists too.”

A popular British winner in William Fox-Pitt (pictured) put smiles on faces, according to Ruth Plummer who was among the team manning the T & C Robinson (Saddlers) stand.

“I’ve been going to Burghley for many, many years, she said, as a spectator and working. It was as busy as ever this year.

Thursday afternoon was busier than last year, and the weather was perfect then too.”

Ruth felt the majority of customers were buying practical items. “We sold a lot of grooming essentials and things for the yard as well as saddlery,” she said.

Trade exhibitors at Burghley to promote their brands rather than actually sell on the day, were very upbeat and reported ‘lots of interest’ in new products. But of course they were not asking anyone to part with their cash.

The next major stop on the show circuit is Your Horse Live (Stoneleigh, 12/13 November) and one wonders if that’s where the serious Christmas shopping – not to mention hard-core equestrian bargain hunting – will take place.

Whiff of a garlic price hike?

THE price of garlic, a popular feature of many horses’ diets, is said to be rocketing.

During August, the price of the herb was up by 70% in Jining city of Shandong Province - the so-called ‘garlic town’ of China compared with July, according to The Global Times, an English language Chinese tabloid.

Increasing orders from abroad mean garlic prices have risen steadily since July 2010. In June this year, the city exported 100,000 tons, up 122% on the same period in 2010.

Mid-August is the best time to store garlic, so some buyers are said to be using the opportunity to stockpile, causing supply to lag behind demand and the price to soar, it is suggested.

A new environmental law in China reportedly means that processors are no longer allowed to wash the garlic with water – which has been the traditional way – because of the pollution risks of flushing the dirty residue into rivers.

100 retailers at feed trade event MORE than 100 retailers enjoyed a free barbecue, Pimms and “bargain deals from manufacturers” at a new trade event organised by Essex wholesaler EAF. The event also saw the launch of HaySoft, EAF’s new own brand haylage. (See Product News).

Representatives from Spillers, Dodson & Horrell, Allen & Page, Dengie, Burgess Supa Feeds, Bedmax, Honeychop, Horslyx, British Horse Feeds, Baileys, GWF Nutrition, Youngs Animal Feeds, Top Spec and Fox Feeds were available to meet retailers.

“We’ve had a fantastic open day,” said Scott Bird, managing director of EAF. “HaySoft received a lot of attention; we already have sheets of forward orders from this one event.”

Scott (pictured left with visiting retailer Ash Smythe of Tower Pet and Animal Feeds) established EAF in 1987 since when it’s grown from a single shop selling feed to a national distributor. The company also produces BedSoft horse bedding.

Battles on the road WHOLESALER Battles is undertaking a nationwide roadshow with retailers invited to various hotel and racecourse venues from Scotland to Kent until 13 October.

The primary aim is to give the trade an “exclusive viewing” of the autumn/winter and spring/summer Townend clothing collection and the new Hy range. “Unmissable, exclusive offers on many leading brands are also offered,” according to a source.

8 OCTOBER 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

SPECIAL DELIVERY: Ingatestone Saddlery Centre (ISC) in Essex was the starting point for a recent horse-drawn mail coach journey. A re-enactment of the days of the London-Ipswich run, this version stopped at seven pubs and inns before arriving in Brentwood.

“It’s a lovely sight,” said Lynda Mortlock of ISC. “All the participants dress in their finest. Each year they choose a different part of the old mail coach route.”

Saracen teams up with vets SARACEN Horse Feeds has teamed up with more than 40 veterinary surgeries to hold informative talks across the UK. Tailored to tackling regional and seasonal subjects, the talks will include nutritionrelated topics. Saracen’s senior nutritionist Lizzie Drury MSc RNutr (pictured) will be on hand to answer consumers’ questions while information packs will be available too.

Admission to all talks will be free, with Saracen sponsored riders appearing at some venues. This looks to be a good opportunity to for Saracen stockists to get involved. t Saracen Horse Feeds 01622 718487

Clothing brand goes “back to the trade” BLAZE, the clothing brand best known for its colourful micro-fleeces, has been sold to a group of investors.

Founder Gary Yates, who remains managing director of the company, says that the new arrangement will make Blaze available to retail stockists once again.

“We’ve done four years on the show circuit and about 50 shows a year which has done a brilliant job of promoting the brand. Now the time is right to take Blaze back to the trade,” said Gary.

Deals with manufacturers’ agents covering the south of England and Scotland are about to be made. Blaze clothing will also continue to be sold at the shows – at “proper retail prices”.

The first Blaze collection under the new management will be ready by next March and consist of fleeces, hoodies, base layers and “lots of new products”. Gary describes the range as “good quality at midlevel prices.”

“The best thing I’ve learnt from spending eight months a year at shows is what people really want,” he added. “The show jumpers want bling and will pay £150 for a gilet, the dressage crowd are in a different world altogether, and the eventers want good value for money, practical garments that they can wash and wear – and that’s where Blaze fits in.”

Blaze supports Stafford Horse Trials and the Blaze Academy that provides training bursaries for young event riders.

Its new investors are, according to Gary, “People who understand the equestrian environment. One is a very good eventer, not a household name, but very committed to the sport.”

10 OCTOBER 2011 EQUESTRIAN TRADE NEWS

BETA awards “set a benchmark” AS nominations open for the 2012 BETA Business Awards, to be presented at the trade association’s gala dinner on 19 February, ETN caught up with four 2011 winners to find what benefits these accolades bring.

Kathryn Martyn, of Countrywide Farmers, in Taunton, Somerset, won the Harry Hall Retail Employee of the Year award – and with it a glass trophy, bottle of champagne and a certificate which hangs on the wall in the shop.

“It was lovely when the customers saw the certificate and all congratulated me,” she said.

“It still receives lots of comments to this day and it felt really good when I went to work at another of our branches and was introduced as ‘the Retail Employee of the Year’. A win such as this is really good for the shop – but it’s also something really worthwhile to put in your CV.” Claire Smith, campaign planner for Your Horse Live!, winner of the 2011 Joules Equestrian Event of the Year award, said: “We definitely acquired new business because of the award and feel confident that exhibitors who joined this year will be part of our renewals for 2012.

“Any business should be proud to be a part of industry awards, as they set a benchmark for expectation and are there to improve the experience of the consumer. We take them very seriously and value their recognition.”

A win in the SEIB Retailer of the Year online category has boosted business for Hannah Wild’s company, Supplement Solutions.

“The award has helped us to gain customer confidence,” she said. “The internet has a bit of a bad reputation and, as an online retailer, you tend to be faceless. But the win has brought us widespread recognition and linked us to BETA with its excellent reputation.”

At Worcestershire based Fly Away, company director Tracey Morley Jewkes said: “Receiving the UKTI Export Award from BETA gave the team both professional and personal recognition for the sheer hard work, determination and tenacity it took to get there.

“When we are approaching new international customers, they can gain confidence that they are dealing with an award-winning company in international trade. Also, the consumer can only benefit from the constant improvement in standards that is needed to achieve a BETA Business Award.”

Find out how to nominate for the 2012 BETA Business Awards in the November issue of ETN.

www.equestriantradenews.com

Monty sells but stays at Belstane MONTY and Suzanna Stuart-Monteith have sold Belstane Marketing – but will be staying on with the distributor of brands such as Pikeur, Eskadron and Myler.

Belstane has joined Ansor Textiles, a company which has been looking for a launch pad from which to target the general outdoor leisure market.

“I’m delighted and pleased to be staying on with Belstane,” Monty told ETN. “This merger opens up plenty of opportunities to extend our product ranges in equestrian, tackle and gun, garden and leisure.”

Belstane and Ansor’s first joint venture is the launch of a new range of wellies (pictured), in rubber and neoprene, under Ansor’s ROK label.

Said Monty, a former BETA chairman, of the new partnership: “It will help us work quicker, bigger and better for our existing customers.”

Adrian Wilkinson, CEO of Ansor Textiles added: “Belstane has a proven record in the country sector, with terrific brands, a great infrastructure and the most experienced team of staff in the whole market.”

The two companies had been working together for several months, with the formal merger being announced last month (September).

Belstane’s headquarters will remain near Ashbourne, Derbyshire with warehousing transferring to Ansor’s new distribution facility in South Yorkshire. All existing staff will stay with the company.

Belstane will continue to distribute core brands such as Pikeur Eskadron and Myler Bits – but relinquishes MuckBoots.

“Following a host of supplier problems with MuckBoots over the last few months, Belstane is forging ahead on its own with the new ROK Wellingtons,” said the company in a statement.

"I’ll be sad to say goodbye to MuckBoots", added Monty, "but Belstane's reputation within the trade is more important than a single brand and the quality, price and reliability of the ROK brand make the change both unavoidable and exciting.”

Safety footwear in the spotlight AN accident to top show rider Louise Bell, which could rule her out of this month’s Horse of the Year Show, has highlighted the importance of safety footwear.

Working hunter specialist Louise broke two toes after being stamped on by a horse she was washing off. “The nail came off my big toe and the one next to it – the bones were sticking out,” she told Horse&Hound.

Louise was expecting to be out of the saddle for “a few weeks” – a costly as well as painful experience for a professional rider.

The danger of squashed toes – and worse - is certainly not something that should be shrugged off as an inevitable occupational hazard around with horses, said Claire Williams, executive director of BETA. “For added protection to feet and toes, BETA supports the wearing of protective footwear manufactured to the European standard EN 345, also known as EN ISO 20345:2004 (A1:2007) for safety footwear.

“This covers not just the strength of the protective toe which is tested to sustain impacts of 200 joules, but also the robustness of the rest of the shoe including the sole. Riders should be certain to look for shoes and boots bearing this standard rather than those just claiming that the steel or protective toe cap is made to the standard.

“Boots which are not CE marked and do not show compliance to the appropriate safety standard cannot be guaranteed to offer the necessary protection.”

12 OCTOBER 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Innovation rewarded at spoga spoga horse autumn, the trade exhibition held in Cologne, Germany last month, was attended by a total of 376 companies compared with 393 in 2010.

Exhibitors came from 30 different countries.

The visitor number of 36,300 includes the gafa garden fair which runs in conjunction with spoga.

Many enhanced and new products were on show. For the first time, winners of the innovation awards, presented by Koelnmesse

and the German trade journal Equitrends, were decided on votes cast by visitors.

From a total of 52 products, the Frontzip ladies’ safety vest from Komperdell Sportartikel GmbH took first place in the Rider category, Prestige Italia scooped the Horse category with its S1 saddle and Dutch company ARPO BV took first place in the Stable category with its mobile, batterypowered cleaning system Nomad2go.

NEWS IN BRIEF •

THE Outdoor Trade Show (OTS) and the Stoneleigh Tent Show have merged. A new, combined exhibition takes place at Stoneleigh Park on 10-13 September 2012.

•

The Riders Revealed 2012 Calendar is to raise money for the ‘Get Claire Walking’ campaign, which supports paralysed event rider Claire Lomas and Spinal Research. Sponsored by Nupafeed, the cheeky production features Piggy French, Mark Todd, Mary King, Michael and William Whitaker, Andrew Thornton, Sam Thomas, Mark and Luke Tomlinson, Laura Bechtolsheimer and more – all wearing less!

Available at www.nupafeed.co.uk

•

HORSE rug brand Kingshead is encouraging horse owners to set up Avon-style parties to sell rugs. Party-goers will also be invited to provide feedback to the company for future product development.

Kevin Jeffkyns, Kingshead’s managing director, said: “Horseowners can now buy directly from us, which means they enjoy cheaper pricing.” Kingshead was established in 1785.

•

ETN’s American correspondent John Nunn finished 16th in the American Eventing National Championships last month. He also collected the Charles Owen Merit Award for best cross country ride.

•

AQUEOUS, the disinfectant brand that’s effective against strangles and ringworm, is supporting the Greatwood Racehorse Charity which provides care and re-homing for former and neglected racehorses and helps children with special educational needs.

•

11,000 riders responded to a hi-viz survey conducted by the British Horse Society (BHS). The results reveal that 12% do not wear hi-viz, tabards were the most popular item of rider hi-viz with exercise sheets, and leg bands the most often used on horses. Of riders who wear hi-viz, 36% don’t use it on their horses.

•

Britain’s show jumpers won team and individual bronze medals at the European Championships in Madrid last month. On the team were John Whitaker, Guy Williams, Nick Skelton (individual bronze) and Ben Maher who said: "We've been struggling lately with a lack of medals [the last one was in 1997] so I hope we can use this result to push ourselves forward for next year." The gold medal went to Germany and the silver to France, mirroring team medals won in the recent European Eventing Championships.

•

MADRID has put in a bid to host the 2020 Olympic Games with Club de Campo de Villa Madrid, venue for the European show jumping championships, proposed as the venue for equestrian sports.

www.equestriantradenews.com

• Ariat has appointed Petra Heide as head of

sales. She has previously worked with brands such as DKNY, Firetrap, Coca-Cola and more recently, UGG Australia.

Petra grew up in Argentina and has lived and worked in Germany and New York before moving to the UK ten years ago. “Ariat is a strong company that is making a real commitment to Europe and I’m looking forward to building on the existing success,” she said. “There are incredible opportunities to take the brand further in equestrian and related channels.”

Managing director of Ariat-Europe, Phil Duff, added: “Petra’s wealth of experience is welcomed by the whole team; I’m confident that her focus will further enhance the positioning of the brand in the European market.”

• Animal health and nutrition company Alltech has promoted Matthew Smith to director of Asia Pacific, its fastest growing region.

• TV star and horse lover Nicki Chapman is to host the Spanish Riding School of Vienna UK Tour (25-27 November at Wembley Arena, London).

Nicki took part in the celebrity show jumping series Only Fools on Horses and has been a judge on Popstars and Pop Idol with Simon Cowell. She now presents the BBC show Escape to the Country. Nicki also appears in When Nicki Met Carl on Horse & Country TV this month, as the three-time Olympian puts Nicki through some advanced moves on a grand prix dressage horse.

• Brian Workman has left bedding tools and utensil supplier Harold Moore. His successor is Jared Vickerage.

• Dodson & Horrell’s new national sales

manager Philippa Gilmore has a rural estate management degree from Seale Hayne Agricultural College. She has two Thoroughbreds that she competes at unaffiliated level with aspirations to resume affiliated eventing. Philippa is responsible for the company’s area managers across the UK.

• Steve Whalley has joined retailer Robinsons as buying manager.

Previously with Littlewoods and the Ideal shopping channel, he reports to Martin Bentham, operations director. Angela Carthy, Robinsons’ senior buyer for clothing and other ‘human’ lines, is shortly to go on maternity leave. Vicky Maylor is just back from maternity leave, while new to the team is former Robinsons’ merchandising co-ordinator Suzanne Wilson.

• Ben Mayes (pictured) has become president of the British Equine Veterinary Association (BEVA) for 2011/12. He took over from Deidre Carson at last month’s BEVA Congress held in Liverpool. Keith Chandler became president elect and Paul Jepson junior vice president.

Ben is a partner at Mayes and Scrine equine veterinary practice on the Surrey/West Sussex border. His ambitions for his term of office include BEVA helping to develop a code of practice for livery yards, dealers, breeders and sanctuaries, a pivotal part of which would be compliance with passport and welfare regulations.

“Proper knowledge of where all the horses are in the country would be hugely beneficial for disease control and it is imperative to secure a safe future for the single database,” he said.

Ben also wants BEVA to work with the insurance industry to produce a leaflet for inclusion with all insurance correspondence, explaining in simple language the complexities of equine cover, such as veterinary history, exclusions, excesses and mortality.

Dogs in the trade ETN is delighted to feature two more hard-working canines who are gainfully employed in the equestrian trade.

King of the road: Bailey, an eleven month old King Charles spaniel, always accompanies Richard Gorringe on his travels as they promote the Pegasus brand by Richard Gorringe Ridingwear.

“Bailey gets upset if I don't let him out the van to meet and greet my customers,” said Richard. “I’m sure he thinks I drive around all day to see people just for his benefit! He’s great company on long drives - but his map reading skills leave a little to be desired...”

Taking the biscuit: Holly the Lurcher ‘works’ alongside her owner Lesley Edwards at Riseholme Feeds in Loughborough, Leicestershire.

“We sell everything for horses, dogs, cats, chickens, various farm animals and also all the kit for them and lots for humans too,” said Lesley.

“Holly wanders round the store all day and in the summer sunbathes outside on her blanket where she can keep an eye on customers arriving and greet the ones who speak to her. She especially adores the children and ‘smiles’ at them showing her teeth in a friendly way - and sometimes gives them a wash which most of them find quite amusing.

In the winter Holly spends most of her time ‘camouflaged’ on a chair in the office next to the heater. Lurchers don’t do cold!

“She always has a biscuit when we are closing up for the day and waits by the tub to make sure she isn't forgotten,” added Lesley. “Sometimes she tries to fool us by asking for a biscuit from whoever passes the tub, even if she's already had one very cheeky!”

Tell us about your dog at work Do you have a dog in your workplace, be it shop, office, factory, warehouse – or travelling with you by car or van?

We’d love to hear about more hard-working canines in the equestrian trade. Please send a picture and a few details about how your dog helps out to editor@equestriantradenews.com

www.equestriantradenews.com

THE GOLDEN TOUCH There’s nothing like international success to torpedo a sport to popularity and boost participation to the benefit of all involved. Such is the success story of dressage.

THE British dressage team’s first gold medal – secured at the European Championships in Rotterdam – has fired up yet more enthusiasm for this popular sport.

Dressage has always been glamorous; it’s all about presentation after all. It’s perhaps also popular because any rider on any horse or pony can have a go. This safe, accessible sport was already on the up when Carl Hester, Charlotte Dujardin, Laura Bechtolsheimer and Emile Faurie achieved the unthinkable and beat the unbeatable German and Dutch teams at their own game.

Just as more kids want to kick a ball about when the World Cup is on, or swing a racquet during Wimbledon, that precious gold medal is set to inspire a new generation of dressage riders, albeit of all ages.

Already the trade is reporting a positive spin-off, not least online retailer Dressage Deluxe which also sponsored the National Dressage Championships for the third consecutive year last month.

“This is such an exciting time for dressage here in the UK,” owner and director Alison Nye-Warden told ETN. “My job sees me travelling all over Europe, so I get a good perspective of how our European counterparts view UK dressage and I have seen a considerable shift in attitude towards our growing presence internationally.

“This medal has a positive effect on the sport in general with many riders becoming more inspired and the 16 OCTOBER 2011 EQUESTRIAN TRADE NEWS

Alison Nye-Warden.

discipline getting more national mainstream coverage and hopefully attracting more new faces to dressage.”

Love the look Everyone’s into dressage.

Even when they’re not competing, they love the look and enjoy emulating the top riders’ turnout.

Current membership of British Dressage (BD), the sport’s national governing body, is 13,212. There are also 14,942 associate members who have signed up to support BD for free because they want to be part of the sport.

Joining BD as an associate member also allows access to the BD members’ internet format (accessed at www.britishdressage.com) – like www.horseandhound.co.uk a useful resource for anyone in the trade wishing to gauge what’s ‘in’ and what’s ‘out’ with consumers.

Retailers beyond the specialists are set to feel the beneficial effects of that historic gold medal too. Said Katie Farmer of online retailer EquestrianClearance.com: www.equestriantradenews.com

Pictured, from left, are Emile, Carl, Laura and Charlotte.

(Photo: Peter Nixon/BEF).

“This result can only be good for the world of dressage and equestrianism as a whole.

Katie Farmer.

“Dressage continues to prove massively popular; we’re catering more and more for the dressage rider and expect this to grow further following the brilliant success at the Europeans.”

There was undoubtedly a big post-medal celebration at Net-Tex, home of the Carl Hester Performance range of products, since ‘their’ rider also secured two individual silver gongs.

“We created the range because we knew that not only was Carl a talented and respected horseman but that he also had a huge appeal among fellow professionals and grass roots riders,” said Serena Kidd, Net-Tex’ equestrian business manager.

“Whether someone rides at preliminary or prix st georges, Carl and the team have a universal appeal that’s setting the UK dressage world alight with an exciting buzz.”

Distributor Zebra Products is fortunate - or canny enough to be associated with gold medallists Carl, Charlotte and Laura.

“The recent and on-going success of the Brits abroad has really boosted moral and good feeling generally,” said www.equestriantradenews.com

Zebra Products’ managing director Simon Middleton.

“From my perspective as a distributor, this means that retailers are feeling more confident about putting in large orders on higher value dressage themed products because they know that it’s more than just a passing trend.

“Riders are also now looking at the kit that these successful riders are using and demand for these products has definitely increased. We can’t keep up with demand for the Equipe Emporio Dressage single flap saddle that Charlotte is using on Valegro.”

Sarah Turnbull, of Supreme Products, has known gold medallist Charlotte Dujardin “for many years through her involvement with the showing world.”

Indeed both disciplines have glitz and glamour in common.

“Charlotte is a huge fan of Supreme Products Sparkle and De Luxe Coat Gloss,” said Sarah.

“We wish the team every success for London 2012,” she added - speaking for everyone in the trade.

Charlotte and Valegro.

Dummy rider makes backing horses safer THE Ardall is a dummy rider that simulates the feel and weight of a human on the horse’s back while it’s being broken in.

The device’s name is derived from the Gaelic word ‘Ardal’ meaning ‘high valour’. And indeed, its whole purpose is to eliminate the need for undue bravery during the backing process.

The Ardall’s main use is to ensure a horse is safe to ride. But because it ‘holds’ the reins like a real rider, it can also be used for lunging or long reining, either as part of horses’ initial training or for exercise.

The Ardall comprises four elements, the base, torso (which is designed to be ‘dressed’ in riding gear, the harness (which secures the unit to any standard saddle) and weights (each ‘leg’ can be weighted by up to two stone by adding fine sand). The retail price is around €669.

The Ardall is the brainchild of Paul Murphy who is from a family of horse dealers, trainers and riders based near Castlemaine in County Kerry, Ireland.

Spurred on by the difficulties and dangers of backing horses for the first time, he set about inventing the Ardall.

It’s been five years in development and was launched at this summer’s Dublin Horse Show.

At €669 (retail) for the complete unit, the Ardall at first seems a little expensive. Until I learnt from someone who breaks-in Thoroughbreds for a living that it’s costing him £300 a day to pay someone to do the job, writes Liz Benwell.

Yes, talk to anyone involved with ‘starting’ horses and they’ll tell you that it’s either nearly impossible to find anyone willing or capable of doing it – at any price. So perhaps there is the possibility for a retailer to purchase a unit and hire it out to local customers?

There’s also the temptation to make your own ‘backing dummy’; but get it wrong and frighten the horse and, well, we all know that horses never forget... t Westmur Elegance Equine Products +353 (0)66 9767 234.

Go Dutch and stock something different!

HORKA International BV – the wholesaler from Holland – has fresh ideas in continental styles, all at very keen prices.

The business was created by the Horst family in Zwolle in 1956, and today is run by the third generation with two greatnephews of the founder at the helm.

Throughout its 55 years, Horka has endeavoured to bring a modern twist to traditional equestrian items, be it breeches and jackets or saddle cloths and bridles. For UK retailers, that means you can stock something the retailer up the road doesn’t – yet is still correct enough to appeal to British horsey folk.

“Even when they are competing in formal competitions, riders like to have an identity and to choose their own style,” said Horka’s Rachelle Klees, who loves dressage riding in her spare time.

“And of course, when they go to the stables to exercise or care for their horses, they can be a little more experimental and exciting with their outfits.”

Rachelle predicts that browns and greys will be ‘in’ this winter.

Horka has produced co-ordinated ranges for horse and rider that will display well in store, while the prices make it affordable for your customers to acquire an outfit rather than single pieces.

Our photograph shows the ultimate in smart/casual; a bridle with detachable noseband, Hawk riding cap in brown with black stripe, Alaska jacket in brown with beige, Serino gloves and Hipster breeches in fossil.

All Horka’s products are developed by the company’s in-house designers and tested by local horses and riders To service its stockists, Horka has a website, catalogue and two UK based agents. Applications are invited from other agents too. As for delivery, Horka holds good stock levels; despatch is usually next-day with delivery two to five days.

“We aim to be a complete wholesaler,” said Rachelle, “with easy ordering, fast delivery, good quality products and, most importantly, really good prices.”

“Even better prices” Horka’s Red Horse range is also worth a look. Featuring, says Rachelle, “even better prices” it’s colourful, trendy and childorientated. “It’s perfect for the child just starting to ride or the child who keeps growing out of her clothes,” said Rachelle. “It’s fun and fast-moving, packed with pinks and purples.”

Horka also supplies an intriguing range of casual hats. From beefy Australian bush hats, through panamas and tweeds to a flirty French beret, the collection appears to circumnavigate the globe. See more in our Christmas gifts feature in this issue of ETN. t Horka’s UK based agents are Alan Adair 02890 863761 and Trevor Hucklesby 01638 712241. Or visit www.horka.com

Best thing since sliced bread?

NEW HaySoft haylage is made from rye grass and is heat-sealed to retain goodness.

Packed in three, easy-tomanage sections, it’s designed to come off in slices, making it easier to handle and feed than traditional haylage.

HaySoft is made by EAF, the Essex based wholesalers and producers of BedSoft bedding, using locally grown rye grass.

It’s available in two varieties, Original and High Fibre. t EAF 01277 375 647. www.equestriantradenews.com

New approach to seasonal itching BYE BYE Itch feed supplement and Bye Bye Itch Lotion, due for launch at Your Horse Live next month, represent a new approach to seasonal itching.

They are designed to be used in advance of, as well as during, the problematic period.

Formulated by Hilary Self Bsc MNIMH, resident medical herbalist at Hilton Herbs, the products have proved successful in trials on 35 equines located – significantly - in different places around the UK. All test horses had a history of seasonal allergic itching; the results will be made publically available at the product’s launch.

Hilton Herbs chose the ‘Bye Bye’ ingredients for their ability to reduce irritation, inflammation and the allergic response to biting insects, as well as generally to improve skin and hair condition, integrity and growth.

Additional ingredients provide a rich silica content to help with the broken hair and ‘elephant’ skin which develops following repeated rubbing provoked by seasonal itching.

Another important ingredient contains Quercetin which prevents immune cells releasing histamine so has antihistamine actions.

Bye Bye Itch feed supplement will be available in sizes from 2kg with an RRP of £24. The lotion comes in sizes from 500mls, RRP £15.

Approximate cost of using the Bye Bye Itch supplement for a 15.2hh horse is 12p per day. t Hilton Herbs 01460 270700.

Hoof balm with a silver lining

SILVERFEET is a new antimicrobial hoof balm that incorporates silver ion technology.

In trials, conducted under clinical conditions in a microbiological laboratory, it produced astoundingly good results on horses prone to thrush and white line disease.

The first consumers to use the product are also reporting other benefits of Silverfeet.

“Tried Silverfeet on [my horse’s] mud fever and, hey presto, the sores have healed in only four days,” wrote one user on Facebook.

Made in Yorkshire, the product is the brainchild of a development team comprising horseman and businessman Rob Fawcett, Richard Hixson - a doctor and top flight farrier John Stanley.

They are too sensible to go making wild claims and, when asked about its effectiveness against skin conditions such as mud fever, would only confirm that Silverfeet is safe to apply anywhere on the equine legs and feet.

Silverfeet comes in four colours - natural, girl’s pink, boy’s blue and black. But there the gimmicks end.

As well as protecting and moisturising the hoof, besides making it look nice, Silverfeet’s unique (and secret) blend of natural ingredients plus the silver complex has been proven to prevent the growth of equine hoof bacteria and fungi.

The methodology and results of the research can be seen at www.silverfeet.co.uk Perhaps even more exciting from a retail perspective is that this product retails at under £10 per 400ml jar. Its mass appeal and potential for repeat business are obvious.

Silverfeet has an RRP of £9.99, good trade margins are available with a sliding scale of discounts for various quantities ordered. t H S Silver 07776 215748 (Helen) or 07759 257274 (Caroline).

IN BRIEF As feed prices rise, British Horse Feeds says horse owners can save money by replacing a portion of the diet with Speedi-Beet. The quick soaking beet pulp is said to go 15% further than traditional sugar beet feeds, will increase dietary fibre and lower starch. Speedi-Beet is unmolassed, 95% sugar free and approved by The Laminitis Trust. t British Horse Feeds on 01765 680300 Arden Wood Shavings unveiled a new website on 1 October. www.ardenwoodshavings.co.uk has information and downloads on the company’s bedding range, including the woodshavings/shredded woodfibre blend Safemix Equestrian which is used by top show jumper Robert Smith. The site also carries an on-line competition, promoted via Arden stockists, to win Olympia tickets and meet Robert. t Arden Wood Shavings 01675 443 888.

New Supreme Products High Shine Serum is part of the Heritage Collection for native breeds and Traditionals. Perfect for adding the finishing touches to the coat, quarters and legs before entering the ring, the serum is designed to help smooth the hairs, lay the coat and add a high shine finish. A 250ml bottle retails at around £10.99. t Supreme Products 01377 229050.

20 OCTOBER 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Fit for business?

TORQ is a fitness consultancy and performance nutrition business which is better known in cycling and triathlon than the equestrian world. But that’s all set to change.

Many in our trade will have already noticed TORQ when the company, established in 1999, won an ETN Innovation Award at BETA International 2011 with its Rhubarb & Custard Gel. The judges said: "This has clearly been widely researched and developed from other sporting arenas. The product is easy to stow away in a pocket - it tasted delicious and seems to be a great way of keeping energy levels up when you don't have time to stop for food and drink."

TORQ’s directors are husband and wife, Matt and Sasha Hart. Matt, who founded the company, is a sports science graduate with years of experience in the health and fitness industry and a former elite mountain biker. Sasha has grown up with horses.

TORQ’s consultants coach some of the best athletes in the world, something that makes the company different from other sports nutrition brands. They’ve also developed a range of performance nutrition products to support to the athletes they work with.

“The latest research is showing that fuelling during exercise is far more effective if you combine two natural carbohydrates, maltodextrin and fructose at a 2:1 ratio,” said Matt, “which means that none of TORQ’s products contain chemical sweeteners like so many others do.

“Because the research supports the use of natural ingredients, TORQ has embraced this entirely, so none of our products contain any colours or artificial flavours and there are even organic options available too.”

TORQ’s launch advertisements cleverly take the stance ‘not for horses’, because so much nutritional attention is focused on the horse rather than the rider in the equestrian industry. TORQ wants to redress this balance. t TORQ 0845 128 4312.

22 OCTOBER 2011 EQUESTRIAN TRADE NEWS

Sought-after German clothing brand comes to UK EQUISAPIENS has been appointed UK distributor for Sonnenreiter clothing.

The German brand was created by Marlies Gericks in 1997 when she saw a need for flattering cuts and interesting colours in riding apparel.

The fabric for Sonnenreiter clothing, Sonnenreiter design genius sourced in Italy, France and Switzerland, is Marlies Gericks in her German atelier. said to be long-lasting with outstanding shape retention. Among the range’s innovative ideas to make riding clothing more practical yet stylish are water-repellent show jackets.

“A clothing range that elicits strong emotions in its wearers is unusual enough, but combining that with functional ideas is a feat that Marlies Gericks has achieved to perfection,” said Aimée Bright of EquiSapiens.

Sonnenreiter brings out two collections a year. Fans of the brand include Vivien Schockemöhle, daughter of the German show jumpingveteran Paul Schockemöhle. t EquiSapiens 01642 760756.

Colourful clear-up PONY mad kids will love getting their gear shipshape with the new Tack Room Tidy from Carrots.

In pretty purples and pinks, there are plenty of pockets to make this a fun bedroom or toy store accessory too. Features include a handy mirror, wipe clean fabric and photo slots to showcase a much loved pony. The RRP is £15. t Carrots UK 01245 445 362.

www.equestriantradenews.com

A VIEW FROM AMERICA

When timing is everything American retailer John Nunn gets ready for some seasonal trading.

H

ow early does one prepare for the [Christmas] holiday season?

Oh, I wish I had that exact date of when to put the holiday gifts out alongside the fall clothing. Not too soon or you’ll look ridiculous; yet not to late so that your competitor beats you to it.

I often wonder if I should be staggering the introduction of my seasonal goods and holiday gifts. I never do - I'm not that clever when I’m ordering it! It would give me more time to pay for it, besides.

As it is, I give all my suppliers approximately the same ship date and find the goods all getting here and out onto the store floor at about the same time.

Some years I'm ‘giftier’ than others, this year being a case in point. I seem to have gone a little heavy on the bracelets, key chains and necklaces.

Books and DVDs always seem to be the perfect gift from our store.

Two- thirds of all our book and DVD sales are in November and December. Lots and lots of titles, and I'm totally amazed how well some of the old titles keep on ticking.

I’ve never had much luck with things put together as a package in presentation baskets. It seems my customer only ever wants half what's in the basket and we end up

breaking them open and selling things separately. Guess we should pass on the basket idea this year!

Apparel is our number one gift item; a good selection with good price points works well for us.

Two- thirds of all our book and DVD sales are in November and December.

I think Horseware will reign supreme in the sales department this holiday season. They have once again put out some really nice clothes at really good price points.

Mountain Horse is right up there in fashion, Ariat has some really nice jackets and coats that are priced within reason and Kerrits is always a solid performer for us.

Our customers want fashion with a purpose, good quality and a price that’s not out of reach because they are still feeling the economy controlling what they buy.

As much as I’ve seen signs of recovery, we still have people tightening their belts and looking for bargains. This season won’t be

any different and with the economy not quite back on its feet, I think the upper price point brands will have a tougher time again this season.

As much as you might think children's gift items would be a hit, it’s not quite so for us. I never have figured that one out. It’s not like we didn’t give it a good try in years past, but I was so tired of donating the children’s gifts after Christmas that I just don’t do much with them anymore.

One thing that does sell like mad is an Eventing Calendar we coproduce with one of our employees each year. We sell almost 1,000 copies, making great gift ideas for our customers and a nice profit for us.

We do a big, indoor open-tothe-public show in early November.

As much as you would think consumers would be shopping for Christmas presents, they seem still to be buying the everyday essentials, blankets, helmets etc.

Our store usually holds a ‘tack swap’ in early December which allow customers to bring in their used tack. It attracts a lot of customers, but they tend to find more new to buy than they do at the swap - so no complaints from my end!

Tack swaps are intended as a service to our customers; a little good will at Christmas goes a long way.

We really like the last quarter of the year. Sales tend to flourish and we make up for the doldrums of summer.

I'll keep you posted on how the Christmas sales settle out, but right now I'm truly expecting sales to continue in the ‘main course’ / ‘meat and potato” type products.

Until we can get the consumer to start parting more freely with those hard earned dollars, I think we have to keep pushing the goods they need more than the goods they just want.

About the author JOHN NUNN is the owner of Bit of Britain Saddlery located in Oxford, Pennsylvania. Bit of Britain specialises in the discipline of eventing but branches out to include dressage and show jumping. Within 20 years, John has grown his business from a delivery lorry at the racetrack into one of the largest retailers in the US today. Over 6,000 sq ft of store front, three mail order catalogues a year, a mobile unit that attends over 30 shows per year and five websites reach out to every type of equestrian consumer. John is also a horseman who loves to ride and compete when time permits.

24 OCTOBER 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

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❄ Cash inonChristmas! ❄

Whether it’s something for the horse or something to wear, practical presents will be in high demand this year.

Stocking a few frivolous and fun items is also a must.

Colourful Christmas cheer SUPREME Products’ Leg Bandages and Bandage Pads comes in pink ponies, red with white spot, cow print, harlequin, navy with red spot or navy with red star. Great for seasonal retail display.

Bandages have Velcro fastenings, pads are available with or without.

A set of four bandages retails at £14 pony, £18 horse size. Four leg pads have an RRP from £14 to £20. t Supreme Products 01377 229050.

Hounds, please!

Stars in their eyes

THESE delightful jugs and mug are from the Hound Ware range by Sally-Anne Lugg Ceramics.

Sally-Anne specialises in painting horses, country scenes and wildlife. Her work has appeared on lamps, tile murals, trophies and gifts.

Her printed designs are aimed at the larger market being less expensive, jolly, colourful and characterful. The Hound Ware Range, made in bone china, is a good example. t Sally-Anne Lugg Ceramics 01773 550301.

HI-VIZ silvery stars adorn these half chaps from Just Chaps, making them a super seasonal yet practical present.

Made from hardwearing, washable neoprene with matching hi-viz piping, they are fun and functional with an attractive RRP of £24.99. t Just Chaps 01730 825797.

Every home should have one HAND-CRAFTED from attractive hardwood, this beautifully made boot jack comes complete with a non-slip rubber tread.

Ideal for use at home, in the car or horse box, the RRP for this eminently practical present is £7.99. t Abbey England 01565 650343.

Rewarding idea MINI Horslyx, the healthy and nutritious reward for horses and ponies, comes in a Rainbow Mixed Gift Set. With uses including catching, loading, stretching exercises or simply as a treat, the bright box contains all four Mini Horslyx formulations – Original, Respiratory, Garlic and Mint – and retails at around £13.80. t Horslyx 01697 332592.

Timeless classic WHAT a treat to wake up to a pair of Ariat Grasmere boots on Christmas morning, Bristling with Ariat technology, they’re fashioned in suede and leather, with a dual lace system, modern eyelets and a riding outsole.

It’s a package that makes these boots perfect for walking in the country, riding or simply keeping warm about town.

Available in chocolate or black, the RRP is £245. t Ariat-Europe 0800 600 3209. www.equestriantradenews.com

Treats for friends WHEN it’s time to tempt your customers to treat their horsey friends, thank the livery yard owner or cheer up the children, Battles has stacks of ideas.

The Silly Moo gift basket is packed with items to keep skin feeling silky smooth even when working outside. There’s hand cream and lip balm, the latter featuring a sun protection factor of 20 making it perfect for skiing too.

Heavenly Horse Treats are also available from Battles. This luxury selection box contains 19 heart-shaped treats in a gold chocolate box tied with a red taffeta ribbon.

It’s easy to forget that they’re for horses! t Battles 01522 529206.

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EQUESTRIAN TRADE NEWS OCTOBER 2011 25

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❆ Whip up some excitement EYE-CATCHING Xquisit whips from Edward Goddard feature soft velvet handles embedded with a choice of coloured crystals or glitter thread.

Both designs are fitted with a blingy collar and cap.

They are available in five colours and two lengths - jump or schooling. The RRP is £23.99. t Vale Brothers 01922 624363.

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All wrapped up TOGGI has a tantalising selection of Christmas gift ideas for 2011.

In pure lambswool, the Harriet quarter zip style sweater features a cable design. In camel or pink, it has an RRP of £52.50.

For a stylish gift with an equestrian slant, the Toggi Saddle Shoulder Bag is perfect. Made in soft brown leather, with an RRP of £120, there’s an Amber purse to match.

For children, the Shine polo shirt has a fun sash design. In two funky, stripy shades, it has a handy RRP of £25 t Finest Brands International 0113 270 7000.

A bit of bling CALDENE’S charming Diva headcollar brings festive bling and to any equine head.

Featuring diamonte horse detail on the noseband and two adjustable buckle straps, it undoes via a quick release clip without the need to fiddle with buckles.

The Diva is available in black, navy and brick, pony, cob and full sizes, with an RRP of £39.50. t Matchmakers International 01274 711101.

Eventing art THE latest additions to Gabriella Shaw’s range of china and melamine products are designed in collaboration with equestrian artist Terry Kirkwood.

Terry’s sketches of top event riders competing appear on trays, mugs, coasters and mats. Can you guess who they are?

Wipe boards and feed charts are other ideal Christmas present ideas. t Gabriella Shaw Ceramics 01730 821101.

Canine Christmas cheer MANY of your horsey customers have dogs too. This Comfort Zone branded Lapel dog coat is just the job for chilly days at the stables.

The luxurious fleece has thermal and wicking properties, there’s a turn-back collar to reduce rubbing at the neck – and it looks really cute too!

Fitting over the dog’s head and secured with a belly strap, the Lapel dog coat comes in sizes to fit all breeds in black, port and navy. The trade price is £9.50. t Tagg Equestrian 01636 636135.

Ponies for play PONY World, a successful toy range following its 1995 launch at Olympia, is re-launched and has a new distributor.

There are just four products in the easy-to-handle range of 7” riders and 8” horses. Within that, different styles and colours are available in packed assortments to enable retailers to offer their customers a choice.

The Horse & Rider (pictured) retails at around £9.99 and comes in three styles – the red-coated show jumper on a black horse, an eventer with blue jacket on brown horse and white horse ridden by a green-jacketed rider.

Pony World also has a show jumping set (RRP £14.99), Shetland ponies and a budget horse with accessories at just £5.99 (retail). t Surprise Marketing 0118 947 9886.

RETA IL TIP

YOUR customers – especially female ones are likely to be stressed in the run-up to Christmas, so do everything you can to make their lives easier.

• Offer a gift-wrapping service and keep a stock of wrapping paper, gift tags, sticky tape and cards.

• Display lots of small, fun gifts for presents to take to children’s parties or for office/yard/college ‘secret santa’ gifts.

• Suggest gifts ideas for ‘shooting mad husband’ or ‘dog walking friend’ with signage around the shop.

• Offer gift vouchers to spend in your shop and advertise them prominently. Horse owners/riders always need something, and these make a great practical present.

• Even your most ‘bar humbug’ customer can’t fail to melt at the sound of Christmas carols, twinkling fairy lights and a mince pie.

26 OCTOBER 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

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Kids will love...

BANG On The Door Hoodies from Carrots come in three designs including the Horsehead and Pony Girl Hoodie in lilacs and pinks. For boys, there’s a Cool Rider Hoodie in bold blue.

Carrots also offers hat covers and gloves sets retailing from £25. From sporty to sweet, girly to glam – the stretch covers fit over any skull cap and the versatile riding gloves come in kids’ or adults’ sizes.

For a bit of festive fun, Carrots has hat covers in Christmas Pudding design, Christmas Shetland scene and a new Father Christmas Hat Cover, each retailing at £15.

Socks also come in Christmas, Shetland and Father Christmas designs.

Available in kids’ and adults’ sizes, they retail at around £6 per pair. t Carrots 01245 445362.

Staying ahead in hats CLASSICALLY styled hats at sensible prices always go down well with Christmas shoppers.

The epitomy of fashion elegance for more than 100 years, the Panama is so called as it was originally sold in Panamanian ports.

This version from Horka is made with fine tequila straw from palm trees grown in the Ecuadorian province of Manabis. The RRP is £ 54.95.

Also from Horka’s headwear collection is this lovely Reed hat, the coolest you can get!

Finished with a leather band and a chic furniture buckle, it comes in natural or white and has an RRP of £15.95. t Horka 00 31 (0)38-465 57 70.

His ‘n’ hers GRAY’s of Shenstone has much that’s new for Christmas 2011.

Winter tube socks are now available for adults (RRP £5.95) and children (RRP £4.95), there’s a funky Horse Flash Drive with 2GB memory store (RRP £14.95) and hunting gift wrap set of two sheets and tags (RRP £1.95).

For a lovely ladies’ gift, we’ve chosen this bronze stallion lamp, retailing at £99.95 and including shade and cable switch - and for him, racing cufflinks in a presentation box (RRP £12.95). t Gray's of Shenstone 01543 483344.

Watch and learn EQUESTRIAN Vision offers the titles you need - top event reviews, fascinating documentaries and training with top riders – to keep your customers and their friends entertained this Christmas.

New releases include At Home With Carl Hester, Badminton 2011 and Team Fredericks in Control parts 1 and 2.

Thrills and Spills 3 is released this month (October) while review DVDs of the 2011 FEI European Championships include Britain’s first dressage team gold medal.

www.equestriantradenews.com

Equestrian Vision is the exclusive distributor for Laura Bechtolsheimer training DVDs, due out soon.

Free DVD display units, posters, web images, trailers and promotions are offered to retailers during the run-up to Christmas. t Equestrian Vision 01403 864173.

EQUESTRIAN TRADE NEWS OCTOBER 2011 27

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How to keep kids (and their grannies and aunties)

happy...

Get your stock ‘on trend’ – and you’ll profit from an influx of pre-Christmas customers, say Mary Hart and Anna Wiltshire of Carrots UK.

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hristmas for children is magical. For their parents it means finding the ‘next big thing’ on their offspring’s wish lists.

The run up to the festive season sees much hype and media frenzy surrounding certain toys and gifts, making kids want the items even more. Trends are extremely important to kids these days; peer pressure, TV and the internet make these ‘crazes’ even more accessible; you only have to look at programmes like the X-Factor!

When you’re dressing your shop for the festive season, consider the styles you see on the high street and borrow inspiration from popular shows and personalities when it comes to window displays and colour schemes.

Target all markets with a balance of products. Kids mature at different rates and

what one eight year old likes could differ greatly from another’s taste. Cutesy stuff is not necessarily cool, and cool stuff is not cutesy!

Often non-horsey relatives will be buying for their loved ones, so ensure your shop provides a welcoming environment for all-comers.

Gift ideas should be clearly indicated with staff on hand to offer friendly advice.

Promoting a product simply because it has good margins will not instil a warm feeling on Christmas day when disappointment sets in over grandma’s choice of T-shirt.

Merchandising and good use of point of sale is imperative to grab and keep the customer’s attention. Eye catching, well lit displays are essential, while ensuring stock is kept tidy with clear signage and pricing structures helps customers choose wisely.

28 OCTOBER 2011 EQUESTRIAN TRADE NEWS

Most customers come in with a clear budget in mind; it’s your job to ensure they spend it all in your store! Offering ‘add on’ purchases such as matching items will help boost the sale.

You need to separate the consumer from the customer; they represent very different markets, yet it’s vital to appeal to both. The consumer – in this case the children – are primarily interested in the latest trend and what their peers are raving about; secondary to that comes comfort, cost and durability. The customer – usually an adult - is interested in value for money, whether the item is hard wearing and if it will wash well.

Above all, the customer wants to avoid purchasing an item that won’t be used - so seeks guidance from the all-knowing young consumer. And kids are pretty powerful when it comes to pestering!

This year, the internet will again feature prominently in Christmas shopping. So if you’re running a bricks and mortar shop, it’s even more important that customers are met by attentive, knowledgeable staff and efficient sales operators.

Offering extras such as gift receipts, Christmas wrapping or mince pies boosts the feel good factor.

Kids can be very critical, making Christmas shopping for them a sensitive subject. Despite practical presents being on most parents’ agenda this year, children never veer from the trends and styles that their peers are talking about.

‘Names’ are always popular and with more licensed products available, such as the

Saddle Club Collection and Bang On The Door range from Carrots, kids are given more choice and ultimately they have already made a decision on what they want! t Carrots UK 01245 445362.

www.equestriantradenews.com

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Perfect presents ❄ for special people “I need a present for...” is a phrase you’ll be hearing a great deal in the run-up to Christmas. Many customers rely on their retailer for gift buying inspiration, so ETN asked wholesaler Weatherbeeta to suggest some suitable purchases for particular people.

Pony mad 12 year old girl...

HV Polo Rubber Chucks are a rubberised, waterproof version of the classic chuck sneaker; they incorporate a mock lace front fastening and printed contrast stitch effect. With a fabric lining and removable insole for comfort plus a ridged tread for grip, colours are dark brown or navy and the RRP £34.99.

30-something horse-owning happy hacker...

Dublin Easy-care Half Chaps are durable and machine washable, making them ideal for the busy horse owner who loves to ride out. In synthetic suede, they have a zip closure and elasticated back for a good fit. Colour choices are black, brown, black/pink or black/purple. The RRP is £21.99 (adults’ sizes).

Non-riding dad or other half...

Buying something suitable for these dedicated horsey helpers can be tricky. They deserve something nice, and if it’s suitable to use around the horses, so much the better. New Dublin All Elements Neoprene Boots are made from thick (1.8mm) neoprene and are lined for warmth and insulation. The rubber outer is waterproof while the grippy outersole provides traction in slippery conditions, making them ideal for cold, wet equestrian occasions. The stretch calf provides an adjustable fit for varying calf widths, so there’s no need to stock different widths to suit various physiques. In black, the RRP is £59.99.

‘Thank you’ gift to a livery yard owner or riding instructor...

The stylish, practical HV Polo Folding Bag coordinates with the HV Polo Winter 2011 range.

Made in nylon, with a zip closure, leather effect handles and flap fastening with popper, the bag can be folded down and stored away until needed.

Colour choices are beige, black, dark brown, navy, teal, violet. The small bag has an RRP of £9.99 and the regular version £11.99.

Teenage girl show jumping addict...

The Collegiate Grackle Bridle is made from fine quality leather and it comes with rubber reins. This attractive bridle features extra soft nappa padding for the horse’s comfort, while all fittings are made from highly polished, rustproof stainless steel. It will definitely look the part in the ring. In black or brown, cob or full size, the RRP is £99.99. www.equestriantradenews.com

Dressage diva...

The HV Polo Mones Bodywarmer is from the HV Polo Winter 2011 range, the theme of which is polo heritage. Harking back to an era when polo was an Olympic sport, the Mones features the Olympic laurel wreath in a contrasting colour on the embroidered badge. Made from a polyester/nylon mix fabric, with warm imitation down padding and waist belt, the bodywarmer offers a flattering fit while blending fashion trends with the rider’s practical requirements. In dark brown, ivory, navy or rock grey, the RRP is £99.99.

Pony owning five year old girl...

Effol Kids Star-Shine is a long-lasting glitter-spray to be applied to a pony’s coat, mane and tail. Small, completely harmless glitter particles combined with the delicious scent of apricots make this spray really special. 300ml has an RRP of £7.99.

Hard pressed owner of six horses...

A time-saving way to work horses, the Kincade Lunging Training System comprises ropes and pulleys that attach to a lunge cavesson and roller. Different positions are available to encourage horses to improve balance, posture and muscle development. The RRP is £39.99 Country-loving, dog walking friend The new range of Weatherbeeta dog accessories includes a Dog Treat Bag with a drawstring and toggle closure plus clip to hang onto a belt. There’s also a handy fold-away fabric water bowl and a dog droppings bag dispenser, again with a belt clip (bags not included). Each product comes in matching navy 600 denier ripstop fabric for a smart set. RRPs are treat bag £9.99, water bowl £8.99 and bag dispenser £6.99.

Fun gift for stables party ‘secret santa’ Any horsey friend will be thrilled to receive this new Dublin Beanie Hat with a knitted outer and cosy fleece lining.

Featuring a fun pompom on top and braids from the extended ear flaps, it looks cool while keeping the wearer warm. In blue, green and pink, and one size, the RRP is £7.99 t Weatherbeeta 01295 226900.

EQUESTRIAN TRADE NEWS OCTOBER 2011 29

A MISSION TO EXPORT TRADE

BETA Conference brings CPD points THE BETA Conference, at The Belfry, near Birmingham, on Monday 17 October, has been awarded nine CPD points by AMTRA. SQPs that would like to attend the conference and gain valuable points should contact Tina Rogers in the BETA office for a booking form. Remember to register your interest in the points and provide your SQP number. You will be required to sign in on the day and bring your SQP card with you.

Day rates for the event range from £50 plus VAT to £99 plus VAT for the conference, overnight accommodation and dinner on the previous evening.

New members welcomed THE following applications for membership have been approved by the BETA Council:

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Moorhill Saddlery, Newry (saddlery shop) – Retail, Provisional

Eezhay, Chesterfield (Internet retail) – Retail, Provisional

Somerset Equine Laundry, Clevedon (rug washing) – Associate

Snack and Tack, Runfold (equestrian country store) – Retail, Provisional

Abbey England has participated in BETA-led trade missions for many years.

ETA has just returned from another successful trade mission, with member companies making the most of export opportunities at Cologne-based trade fair Spoga.

British exhibitors that set up their stands at the September show included Abbey England, Cedar Clothing, Tayberry, Patrick Saddlery, Gray’s of Shenstone and Vale Brothers.

“BETA-led trade missions are a fantastic way for companies to develop their export potential,” said BETA executive director Claire Willliams. “As a trade association, we have vast experience of international shows and are keen to support our members with information, logistical support and advice, as well as helping them to secure funding from UKTI.” Abbey England is a well known name on the international trade-fair circuit. Corporate IT manager Peter Phillips, fresh from AETA in Philadelphia, headed up the company’s two stands at Spoga.

“Although I think footfall was down, the people that were there were pretty serious,” he said.

“We had a separate stand for our new acquisition, Equus Polymer, which makes rubber overreach boots and rein grips.It is known

Thru the Keyhole, Aberdeen (retail shop) – Retail, Provisional

by its trade name, Equus, and is the only manufacturer of these products in the UK. “Trade fairs such as Spoga and AETA are a strong part of our export strategy and we have been doing the former for 20 years. We do Spoga in autumn and BETA International in the spring.

“We used to go to shows independently but, when BETA started organising its trade missions, we joined them and we have gone with the BETA group for a long time now.

“They are a great way to start for any companies considering export. The BETA team does an extremely good job and really makes things happen. If you have any issues at the shows, BETA is always there to help.”

Giftware specialist Gray’s of Shenstone has enjoyed significant growth in export sales during the first part of the year and believes that exhibiting at an overseas show is an important part of its sales campaign.

“We exhibit at both spring and autumn Spoga, and BETA International,” said company owner Nick Gray. “We go to shows independently, to an extent, but we stay close to the British contingents, as we associate ourselves as part of the British mission.

30 OCTOBER 2011 EQUESTRIAN TRADE NEWS

Glacialis, Grantham (Swarovski crystal garment customisation) – Associate Bliss of London, London (saddle manufacturer) – Trade Jumpstack, St Albans (manufacturer) – Trade

“The BETA trade missions are a really good idea because, if you go as a new exporter, you can glean lots of advice and the experience of showing alongside fellow British exhibitors is invaluable.

“Spoga was disappointing this time, as the attendance was slightly less than I remember from last year and we didn’t come back with the volume of orders we’d have hoped to have done. But, that aside, it is still an important show for us.”

All BETA-led trade missions are open to members and nonmembers, and future shows include Le Salon Du Cheval, France, from 3 to 11 December, AETA, United States, from 28 to 30 January, and the Dubai International Horse Fair, United Arab Emirates, from 22 to 24 March.

Edwin Tucker & Son, Ashburton & Crediton (country store) – Retail, Full Horse Heaven Saddlery, Bideford (mobile retailer) – Retail, Full Pony Cob & Horse Saddles, Accrington (mobile saddle fittter) – Retail, Provisional

“We are also looking to put together a small group for Equist – the Horse and Equestrian Fair in Istanbul, Turkey, from 13 to 15 April 2012,” added Claire Williams. “This mission is currently unfunded, but the situation might change.”

Limited availability means that potential participants should register their interest as soon as possible. BETA is a UK Trade and Investment-approved trade organisation providing export funding for eligible member and non-member companies of any size, whether manufacturers, distributors or retailers.

For further information, contact Tina Rogers in the BETA office, telephone 01937 587062 or email tinar@beta-int.com

CONTACT TINA ROGERS AT BETA:

Tel: 01937 587062

Website: www.beta-uk.org or email us at tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW www.equestriantradenews.com

MAIN SPONSOR

2012 19-21 February 2012 NEC, Birmingham, UK

BIG BRANDS AND FRESH FACES ETN – the official media partner of BETA International – reveals some exciting exhibitors to appear the 2012 show, plus more inside stories.

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From long-established Yorkshire wholesaler B. Jenkinson to total newcomer The Perfect Fit, exhibitors booked for BETA International 2012 are as diverse as ever. The latter will offer an intriguing saddle fitting kit. If it’s craftsmanship you admire, Patrick Saddlery, headed by multi-award winning saddler Patrick Keane, is exhibiting too.

From outside the UK, Sarm Hippique is back with its Italian riding clothing and leather boots; while HKM, from Germany, bring bright and breezy equestrian products that look fantastic displayed in store. Durango, who hail from Ohio, USA returns with its Western performance footwear. For a full list of exhibitors, visit www.beta-int.com. Exhibitors are also listed in BETA International’s advertisements.

The exhibition’s organising team will sport corporate outfits, courtesy of official clothing supplier Finest Brands International (FBI). Staff will be easy to spot in their Toggi Esher and Tiverton black quilted gilets, plus long-sleeved cotton shirts. Said FBI product director Sarah-Jane Fedarb. “Dress and personal presentation are so important for making a good impression. The Toggi clothing will ensure the team looks smart and professional.”

If it’s new, innovative and interesting it should be in The Redpin Publishing New Product Gallery. The display area is open to new products (including new designs and styles) that haven’t previously been exhibited at BETA International. Only exhibitors are entitled to display slots – and inclusion in the accompanying leaflet that’s freely available to visitors. The cost of participation is £130 plus VAT per product, or £100 plus VAT for three or more products. The area is merchandised by Sue Moxon, managing director of R & R Country, one of the UK’s most experienced equestrian retailers and a member of the BETA trade fair committee.

One lucky visiting retailer will leave BETA International 2012 with £1,000s worth of stock – for free - when his or her name is pulled out of the prize draw to win the 2012 ETN Hamper. Products featuring in the hamper get the full publicity treatment – a mention in ETN and their names on posters at the exhibition – so apply now if you’d like your product to be among them. The hamper is open to all BETA International exhibitors and ETN advertisers. Contact Nicki Lewis on 01937 582111 for more details.

Watch this space for more details about a saddlery competition to be held in conjunction with the Saddlery Pavilion.

Congratulations to trade fair manager Lynn Pattison and her husband Richard who became parents to a baby girl, Harriet Florence, on 23 August. Lynn’s stand-in for her maternity leave, and your contact for all matters trade fair, is Jackie Woolley.

• BETA International 01937 582111 or www.beta-int.com EQUESTRIAN TRADE NEWS OCTOBER 2011 31

Making a mark online Over the past 18 months, the internet has been graced with a new, innovative supplements retail outlet. Lauren Barber speaks to the brains behind Pegasus Health, Mark Sharwood-Walker, to find out how this former windsurfer created a website that many in the trade are talking about.

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or 15 years, Mark Sharwood-Walker spent time and dedication nurturing his passion for water sports alongside bringing up his two children. Not the most conventional start to an equestrian business but with the foundations for a successful company already put in place by his father, Mark spotted an opportunity to create a lucrative and innovative solution for consumers.

A simple start The early years of Pegasus Health ran predominantly in the areas surrounding London’s M25, selling good quality but simple commodities, such as garlic and cod liver oil to the trade. It soon evolved into one of the first equestrian businesses to sell a range of herbs for equestrian use, with the original Dr Wheeler products playing a starring role.

Making a comfortable profit, the business had a presence on the internet from early in the year 2000, however in Mark’s own words, “it wasn’t a great site”.

I’ve been a ‘stay at home Dad’ and done a lot of internet shopping!

“In December 2010 after my father gave up the business due to ill health, I saw a gap in the market for my own interpretation of horse supplement retailing,” he divulges. “I was under no impression that selling just the 50 odd products in the Pegasus Health range would be enough, however to sell them alongside a complete range of other brands showed promise.

The new website really took off in January this year, this is when the optimisation all took effect, so in just 8 months we have developed a full portfolio of over 1,000 individual product lines on the site, with more being added all the time.”

Significance over strategy By his own admission, Mark likes attention to detail, “I like to think of it as being pro-active,” he says. “I have to admit to not being at all ‘horsey’ and the site has really grown organically with some decisions being made on the run! I am not a businessman, in fact in the previous 15 years I have been a ‘stay at home Dad’ and have done a lot of internet shopping!”

It seems though that this web based retail experience has given Mark a natural understanding of web sales and puts him in a fantastic position to understand what consumers really want. “The new Pegasus Health website is a hybrid of the many years of internet shopping I have done and the positive parts from all of the sites I have known and trusted,” he admits.

A learning curve Having relocated his family to Lincoln, Mark began his steep learning curve of the equestrian industry, “We moved to within 15 minutes of the distributor Battles,” he says. “It was a conscious decision as I didn’t want to commit to large stock levels. We are in no way associated with Battles but they stock very good brands which sell well and the team there have been very helpful.”

“I have really learned along the way,” Mark admits. “The previous website was very helpful as Google already recognised it as a site for supplementation.

Optimisation is one of many elements to a successful online business, I had no previous experience of this but last year I

32 OCTOBER 2011 EQUESTRIAN TRADE NEWS

bought a book by Vanessa Fox Marketing in the Age of Google and it has helped me greatly. It taught me how search engines work and that you have to be willing to evolve with them, content is an important element and Google knows everything!

Google likes sites that are current and pro-active with fresh content, this is the main reason that we have created a blog and social media portals. We don’t aim to have thousands of ‘likes’ or ‘followers’ we just want to provide relevant content for customers and something new when they return.”

Mark quickly learnt never to underestimate the power a customer has on a business’s success. “I quickly noted the importance of customer service,” he tells us. “Responding quickly to people is important and with social media and forums being so accessible now it is so easy to gain negative feedback overnight!”

All it takes is a few unique selling points...

It is clear that the Pegasus Health website is focused on functionality, with simple, fresh and easy navigation. “Product photography is very important

and I have a graphic designer working for me specifically to ensure this all stays in formula – in fact we watermark the images as it is our time, effort and money that goes in to them,” explains Mark. “I don’t even think it is down to price anymore – although it is important still, content is the most important thing and a few USPs such as our office opening hours. Obviously people can order online any time; however we man the phones from 8am until 10pm, seven days a week.

Word of mouth is everything and we have a lot of repeat business, some customers have been with us since the original site launched a decade ago, and since the new launch new customers are up to their 7th and 8th orders now and offer us testimonials without being prompted.”

Mark is also very aware of trends in the market place and for this reason has created a section on the site called ‘Best Sellers’. “These are genuinely the products we sell week in, week out,” he says. “I have noticed that these products are often produced by the companies who are the most pro-active in www.equestriantradenews.com

marketing themselves. Some examples this year have been the Tri-Tec fly repellent from Leslie Sutcliffe, Equilibrium’s Massage Mitt, Vetricyn Wound Care, Lincoln’s Muddy Buddy Magic Mud Kure Powder and Cream and Keratex Zeolite, it is important to recognise these trends and see patterns in sales emerging to help plan and develop the site further.”

Removing the mystery The change of labelling legislation, Mark believes, will mark the alteration of the way people purchase supplements.

“Labels are becoming more transparent enabling customers to see and understand the ingredients they are purchasing, leading them to investigate further,” he suggests. “I can already see it changing by monitoring my analytics and the time they spend browsing the site and making decisions, customers can leave items in their basket for a week and then come back when they are ready to purchase – it is not so much of an impulse buy – they like to do their research and make informed decisions. “

For this reason Mark believes strongly in providing customers with in depth product information and useful content to add value to the site. “I aim to demystify things for them, offering them further information and we have a journalist and independent nutritionist working with us to make this possible. I don’t believe in trying to pull the wool over a customer’s eyes, they won’t be tricked into buying something which is one of the reasons we don’t price match with competitors.”

How do Pegasus Health products fit in?

Having undergone a re-brand and a re-launch, the new look of Pegasus Health now stands strong against the other major brands.

“We offer over 50 products from basic commodities such as garlic and rapeseed oil to more specific herbs which are the active ingredients in already established products, such as Echinacea, Vitex Agnus-Castus and Boswellia Serrata.

Pegasus Health products are not substitutes for complex

34 OCTOBER 2011 EQUESTRIAN TRADE NEWS

formulations from the likes of TRM or Kentucky Performance Products, but we sell the highest-quality equine essentials and straight herbs to serve a variety of customers from recreational riders to racing yards. Now that the rebrand has occurred we will be exhibiting at next year’s BETA

International to push in to the UK trade and European markets.”

• Pegasus Health is at

www.pegasushealth.com [See the gallery of supplements in this issue of ETN for more details about trade supplies]

MARK’S MANTRA • Buy local whenever possible.

• Offer customers good, unbiased, educational advice enabling them to make informed decisions.

• To build a strong, successful website you need to be prepared to spend money in the right places – not just initially but as it grows as well.

• We follow the RRP from companies and if we offer a discount it is from that price, we don’t elevate the price to give the appearance of a greater saving.

• Trust is important, we are a BETA member, something that’s recognisable to shoppers. We also use a secure shopping system with ‘Verified by Visa’ and MasterCard SecureCode, which is not only good for the customer, but good for us as it means goods are definitely paid for.

• Websites are competitive – you can lose a sale with one click – therefore make a customer’s visit to your site easy.

• Monitoring buying habits and trends helps you learn more about your customers, analytic tools are there so they should be utilised.

www.equestriantradenews.com

What horses really want...

There are plenty of feeds to make horses fatter and go faster – but what most ordinary owners seek is a calm, co-operative companion. ETN asked Nicola Tyler B.Sc. (Hons), nutrition director, TopSpec Equine how feed balancers help horses relax.

T

op specification feed balancers help horses relax in many ways.

Difficult horses are given as much time out as possible in order to help them behave in a more settled way. It is not unknown for horses to compete at a very high level e.g. 4* eventing, off grass.

Whether this turnout helps mentally solely because the horse has the freedom of outdoor space, I very much doubt. The other, at least equally important, factor to consider is that the horse is free to eat little and often, for about 18 hours in every 24.

By feeding intelligently, providing small hard (bucket) feeds and allowing horses to eat forage ad-lib (to appetite) we mimic nature. The higher the forage to concentrate ratio, the closer your customers get to their horses’ natural way of feeding and more relaxed they will be.

For laid-back horses the general advice would be to buy the best quality haylage available in order to reduce reliance on hard feed; however sharp horses can become difficult to handle on early-cut ryegrass haylage and I would advise feeding later-cut, high-fibre haylage or meadow hay.

If your customer’s horse is full of beans and a very good-doer, it would be advisable to soak the hay for twelve hours in ample fresh cool water before feeding rather than restrict hay intake.

This is because restricting hay intake will reduce the amount of www.equestriantradenews.com

fibre reaching the hindgut of the horse. If the bacteria in the hindgut do not receive sufficient fibre for their needs, they will start to die off, creating an acidic hindgut environment. There is a considerable amount of anecdotal evidence that shows an acidic hindgut can lead to behavioural problems.

So how can a feed balancer help?

1) By improving the forage to concentrate ratio.

Feeding a top specification feed balancer improves the amount of nutrients a horse can utilise from forage in three ways: i) The amino acids, vitamins and minerals in a feed balancer balance the deficiencies in these nutrients in forage, compared with the requirements of the horse, improving their utilisation. ii) The pure yeast, sometimes referred to as pro-biotic, in a feed balancer optimises the digestion of fibre in the hindgut allowing the horse to gain more benefit from the forage part of the diet.

Research has shown that specific yeasts significantly improve fibre digestibility in the horse. iii) Another useful yeast product, sometimes called a pre-biotic, is mannan oligosaccharide (MOS).

This is a constituent of yeast cell walls. It bonds with pathogenic (bad) bacteria, removing them from the gut, leaving the

Horses that are turned out are free to eat little and often which can foster relaxation. Photo (c) Keith Barnes 2011.

beneficial bacteria free to multiply and therefore digest fibre efficiently.

Because the horse can extract more nutrients from forage, the amount of concentrate that needs to be fed can be reduced. This benefits digestion and is a more natural way of feeding leading to a more relaxed horse.

The forage to concentrate ratio is also improved because feed balancers are very nutrient-dense.

They are fed in very small quantities, for example just 500g, approximately two beakers, a day for a typical 15.3hh middleweight weighing 500kg. A small amount of hard feed obviously leaves more space in the digestive system for forage than a large hard feed.

2) By containing very low levels of sugar and starch in a ‘non-heating’ formulation.

Ideally, in my opinion, feed balancers are formulated without the use of cereal grains. If the protein quantity and quality specification is high enough there is simply no room for cereals in the formula.

The use of high quality protein sources and lack of space for cereals results in a low level of sugar and starch in the finished product which itself is fed in very low amounts. Thus the chance of excess sugars and starch overflowing from the foregut to the hindgut and causing a microbial imbalance leading to

acidic conditions is virtually eliminated. Therefore the chances of horse behaving badly due to ‘acid guts’ are minimised.

Anecdotal evidence that shows an acidic hindgut can lead to behavioural problems.

3) By including generous levels of micronutrients known to help horses ‘chill out.’

B vitamins have long been considered helpful for their relaxing effect, particularly vitamin B6 or pyridoxine. This vitamin helps to catalyse (it is a coenzyme) the conversion of 5HTP to serotonin and therefore has a potential role to play in calming horses as raised levels of serotonin in the brain cause horses to feel relaxed and focused. Although we would expect a contented horse on a high-forage diet to obtain sufficient B6 from bacterial production in the hindgut, a stressed horse, or one on a lowforage diet, could have compromised production and therefore respond to supplemental supplies, a theory supported by anecdotal evidence.

Niacin can be helpful in three

36 OCTOBER 2011 EQUESTRIAN TRADE NEWS

ways. The first might seem a ‘backwards’ way but it is correct thinking nonetheless. It is that tryptophan, a serotonin precursor, is used to make niacin, but it is a very inefficient process using a good deal of tryptophan to make not very much niacin. Thus by adding niacin directly in a balancer, the tryptophan present is ‘spared’ and therefore more is free to form serotonin and help to relax the horse. Secondly niacin is a co-enzyme for the reaction that converts tryptophan to 5HTP and therefore it promotes the production of serotonin in the brain.

Thirdly niacin inhibits the enzyme that breaks down tryptophan in the liver and therefore it again, albeit indirectly, promotes the production of serotonin in the brain. The availability of niacin to the horse from bacterial production in the hindgut is subject to the same influences described for vitamin B6.

Vitamin B1, commonly referred to as thiamine, plays a direct role in transmission of nervous impulses. There is considerable anecdotal evidence for its effectiveness in reducing anxiety in horses. It has been demonstrated to improve concentration and reduce excitability in humans and the same appears to apply in horses.

The availability of thiamine to the horse from bacterial production in the hindgut is subject to the same influences described for vitamin B6.

Other B vitamins may also help; in particular a case could be made for folic acid, vitamin B12 and biotin.

4) By including high levels of anti-oxidants In addition to the other important roles they play in a horse’s metabolism, the anti-oxidant effects of nutrients such as vitamin E and selenium can certainly help to neutralise the effects of stress in a horse and by so doing may help him relax.

5) By including considered levels of magnesium.

Magnesium remains a fashionable nutrient when a horse’s behaviour needs modifying. Some feed balancers now contain 0.6% which will contribute 3g of magnesium per day to the diet of a 500kg horse. This may help some horses to concentrate better, particularly when stressed.

6) By contributing oil to the diet Some feed balancers contain significant amounts of ‘full-fat’ soya i.e. the whole cooked bean rather than a high-protein extracted soya bean meal. The soya oil, and in some cases linseed oil, found in balancers can act as a calorie source for the horse, slightly reducing the need for additional starchy feeds. t Nicola Tyler can be contacted on the TopSpec Equine free, multiple BETA Business Award winning helpline 01845 565030. www.equestriantradenews.com

So you thought you knew aloe vera...

Santé Franglais has brought a new twist to an old favourite with its Aloeride supplement. ETN talked to company director Han van de Braak.

Q. What is aloe vera and why are its health-giving properties so widely renowned?

A. Aloe vera is a succulent herb that belongs to the lily family yet looks like a cactus. It’s grown commercially mainly in countries below the equator but also north of it in Andalusia, Spain.

Frost is the enemy of aloe vera which contains about 95% water and no antifreeze!

There are many different species, all with different concentrations and scope of nutrients. The most nutrient dense aloe vera is Aloe Vera

Barbadensis Miller - the type used exclusively for Aloeride.

Our product is also grown and harvested under certified organic farming conditions.

Aloe vera has been famous throughout the ages in every culture, from 2100 BC Sumaria until now and from Ayurvedic to Western herbalism. In the olden days, people used unprocessed plants, which is still fine for external use; but taken by mouth, aloe’s laxative molecules cause a strong purgative effect.

Modern manufacturers can remove such molecules. Aloeride sits below the lowest detectable

levels, making it viable for sensitive digestive systems.

Aloe vera affects the epithelium, the covering tissue of the digestive, urinary, respiratory tracts and skin. We get consistent feedback about how amazing horses’ coats look when on Aloeride.

The added bonus is that in conjunction with this, a loading of plant based molecules helps horses relax with focussed energy. It also helps them cope better with inflammation, giving them greater resilience to infection.

Just as aloe vera is no panacea

- it’s a natural compound with a very broad sweep, Equine Aloeride is far from being a one trick pony. It has just as much value for a horse feeling its age as a racehorse needing an edge.

Q. Han, what is your background?

A. I’m a recently retired chartered physiotherapist, registered acupuncturist and naturopath who, after several years in the NHS, started an integrated medicine practice.

Aloeride for humans was born out of a need within my own family to address a problem

without side effects. I witnessed faster than ‘spontaneous remission’ recovery and similar, positive outcomes were observed by my colleagues.

Living in rural Leicestershire, with many riders as patients and with Aloeride Extra Strong commercially apace, I took the next logical step and made an equine version.

Q. But there are already plenty of aloe vera products available for horses...

A. Amid a mountain of products with aloe vera on their labels, Equine Aloeride delivers more molecules of a superior spectrum, is purer and reasonably priced.

We are unique in sharing product specifications and explaining why this makes all the difference to how well a horse may respond.

For instance, if an aloe vera is processed via spray drying then 50% of its methanol precipitated solids will be inert matrix. While such inflated mg/L values are useful for an aloe vera label, they’re of no help to horse owners hoping to achieve something by supplementing.

Externally applied aloe vera is fine for small, superficial issues.

But remembering that skin grows from the inside, if you want to accelerate safe healing, then you should fuel skin cells with nutrients delivered systemically via the blood stream rather than by putting something on the outside.

Q. Is there any species specific research available to underpin the usefulness of aloe vera in equines?

A. Aloe vera is one of the most researched herbs. Much of the work is robust too, albeit not very recent. It’s useful to know that the biochemical and physiological effects of nutrition in horses is similar to that of humans.

Where misappropriation occurs, it’s often when products refer to such research without delivering the molecules to create these effects. And this is by no means a harsh statement when one reviews product studies we have commissioned with independent laboratories.

When a full molecular spectrum (bar laxative ones) is delivered in a quantity proportional to the body mass, then aloe vera can make a significant difference. For example, you can’t take something that’s made for www.equestriantradenews.com

Han van de Braak presenting prizes at a charity horse show where Equine Aloeride sponsored some classes.

humans and expect it to work the same for a mammal six times the weight. When all those commonsense boxes are ticked, aloe vera holds amazing benefits to horses.

We have talked to universitylinked vets about the possibility of a study with Equine Aloeride.

‘Gastric lesions’ was suggested as a topic, not least because these are easily monitored via gastroscopy compared with, say, quantifying improvement in the quality of a horse’s coat.

However studies in part depend on university funding. Hopefully an opportunity will soon arise.

Q. Aloeride clearly has many benefits for horses. What benefits does it offer retailers?

A. Retailers like Equine Aloeride because it works, is attractively packaged, has a long shelf life and is unique. In short, there’s no other aloe product giving the equivalent of 12 litres of aloe vera liquid presented as a convenient, versatile palatable powder.

Aloeride can be sprinkled over feed, mixed with water for oral syringing or blended with a cream for topical application.

We offer excellent margins, great point of sale material and remote staff training on video.

Q. And finally, we’re all busy business people. Would we benefit from taking aloe vera?

A. Yes, absolutely, alongside spending more time laughing with your near and dear ones and riding your horses! t Santé Franglais 01858 464550.

Think of a company that’s synonymous with supplements and Natural Animal Feeds (NAF) surely springs to mind. So that’s where ETN went to find out...

How to sell more supplements Q. Why are supplements an invaluable stock item?

A. Effective, well formulated supplements are always a good stock choice because if the customer has been sold the correct product for the job, it will lead to repeat purchase. Also selling a product from a well respected range will foster brand loyalty and the opportunity to ‘up sell’ whenever the customer returns to the store to purchase the supplement.

Q. There are many supplements brands on the market.

What mainly drives a customer towards a particular brand?

A. Effective, well formulated products that work - such as those produced by NAF - all but sell themselves because, once the customer has seen the benefit, they will repeat purchase. Clear,

easily understood packaging encourages purchase, especially when the customer can see recognised accreditations and quality standards have been strictly adhered to during manufacture. These points lead to a confident purchase.

Word of mouth, which again relies on product efficacy, is a powerful driver.

Q. What’s the best way to display supplements in-store?

A. Eye-catching packaging with clear messaging combined with good, strong merchandising will attract attention. However, this must be combined with tidy, clean displays – nobody wants to purchase something that looks dusty and dirty with damaged packaging! So, clean, orderly display is a must – and this is something everyone can do.

Q. Can NAF help retailers with merchandising?

A. NAF’s area sales managers are professional in their product knowledge and their merchandising skills; their service and attention to their customers’ needs are second to none. They always have a wide range of POS material at their disposal to help stockists sell NAF. Q. If a customer needs advice about using a particular supplement, how far should a retailer go in trying to help?

A. Our team of area sales managers are all experienced, trained and well qualified with in-depth knowledge of their product range, equine nutrition and horse care. They’re always ready to pass on their knowledge to stockists using a carefully structured staff training programme that NAF has in place.

Retailers and their customers also have the support of the NAF advice line, which is manned by qualified nutritionists and the NAF in house chemist, senior nutritionists and veterinary directors should they need further information. Any of these experts will always recommend the consumer’s vet is contacted if appropriate.

Q. Which are NAF’s current top three best-selling supplements?

A. Superflex, Magic and Pink Powder.

Q. Please remind us about three useful-to-stock supplements that sometimes get forgotten...

A. Mare Foal & Youngstock, EnerG and Respirator Boost.

Q. In what other ways does NAF support stockists?

A. We offer support in every way we can! The NAF sales team is extremely strong and continually offers product advice and staff training. Stockists also have the support of a bold, extensive and well planned advertising campaign to help drive consumers in store - with next day delivery on any size of order to enable the consumer to have the product of their choice as soon as possible.

NAF also believes in giving back to the industry with carefully chosen sponsorship. The available budget is targeted at NAF’s loyal, highly valued consumers in order to support those who support NAF. Organisations and governing bodies are supported rather than the ‘lucky few individuals’. Hence NAF sponsors British Riding Clubs, British Dressage, British Eventing, British Showjumping and the British Equestrian Team squads.

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Balanced diet, happy With an increasing understanding that horses thrive best on a forage based diet, feed balancers have come into their own as a nutritional ‘safety net’. Supplements can also top-up the diet with essential nutrients and, in some cases, address specific issues from joints to behaviour. ETN looks at the latest launches and popular products in this important sector.

Perfectly poised SPILLERS’ Balancers make it easy for your customers to ensure their horses receive the right nutrition every day.

From a company that’s been involved in research, innovation and development in equine nutrition for 50 years, it goes without saying that these balancers have been formulated using considerable expertise.

They are low calorie and contain concentrated amounts of vitamins, minerals and essential proteins, allowing them to be fed in small quantities. There’s a product to suit every type of horse or pony too.

Your customers can choose from Spillers Original Balancer, Lite Balancer, Senior Balancer, Performance Balancer or Gro ‘N’ Win Stud Balancer.

With clear point of sale materials and easy-to-use product guides, Spillers helps consumers make the right feed decisions in-store too. t Spillers 01908 222888.

Calmer sales fizzing MORE than 2,700 of Blue Chip’s new calmers – subject of a clever ‘calm down, dear...’ advertising campaign – were sold between the product’s launch on 26 July and the end of August.

In carrot and apple flavours, each syringe contains three ‘calms’ and retails at around £12.50. Counter display boxes are available.

The product has found favour with the likes of show rider Katie Jerram and show jumper Geoff Billington. t Blue Chip 0114 266 6200.

Why Horse First equals quality HORSE First, the supplements manufacturer from Newry, Northern Ireland, already works closely with top international riders across all horse sports.

Now the company has been awarded BS EN ISO 9001:2008 for the mixing, making and distribution of high quality animal feed supplements and feed additives.

According to the International Organisation for Standardisation (ISO), 'the ISO 9000 family addresses quality management.’ In other words, does a company meet its customers’ quality requirements and applicable regulatory requirements while aiming to enhance customer satisfaction – and achieve continual improvement of its performance in pursuit of these objectives?

It’s a tall order, but from day one, Horse First has worked hard to provide its customers with high quality products that really work. t Horse First 028 3084 8844.

42 OCTOBER 2011 EQUESTRIAN TRADE NEWS

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y horse, contented customer Staying as sound as a pound THIS summer may not have been of the barbecue variety, but in many parts of the country, it’s been one of the driest and the ground conditions the hardest for many a season, It’s been challenging for many horses, particularly the older, less supple ones.

Indeed, there are plenty of horses about that are struggling to stay sound.

Even as the ground turns from dust to mud, there will be many horses that continue to need a little extra help. The ones whose legs fill overnight when stabled, those that come out of their boxes a little pottery, the hard-working competition horse who deserves to be preserved.

In these typical scenarios, more and more owners are successfully feeding Vetrofen and, increasingly, doing so alongside Vetroflex. And they are telling their friends. So what’s going on here, ETN asked Ross Riley of supplier Animalife?

"You can use Vetrofen to maintain the body’s inflammatory response associated with the stiffness and arthritis common with old age,” he said, “and, if needed, in parallel with Vetroflex to strengthen and protect the joint now and for the future

whilst regenerating the joint cartilage where damage has occurred, therefore reducing the likelihood of the swelling and stiffness in the first place or in the case of hard ground just simply taking it their stride."

A vet’s view One owner who has witnessed excellent results from using Vetrofen and Vetroflex in tandem is vet and event rider Natalie McGoldrick MA VetMB MRCVS. She said: “I’ve owned Promise Me (Harry) since a four year old. He has always been an incredibly flexible and supple horse. However, he started experiencing a low level of post competition stiffness in the middle of last season, and would take a few days to work out of this.

“This year, I decided to try Harry on the combination of Vetrofen and Vetroflex, and he has never felt better. Competing in pure dressage alongside eventing at 2* level is obviously tough on any horse, but this year, whilst being fed Vetrofen and Vetroflex, Harry was able to finish fourth in the Open Intermediate at the South of England, where we ran fast on hard ground, and then, only four days later, finish 5th at Advanced Medium level at the National Winter Dressage Championships.

“I’m also an equine vet, so feeding horses the correct supplements, and not throwing away money on products that have no scientific proof, or no clinical evidence of working, is of great importance to me.

“I’ve started a couple of much older horses on Vetrofen, as an alternative to reaching straight for the NSAIDs (non-steroidal antiinflammatory drugs), and the owners have reported that their elderly horses and ponies seem much happier with much lower levels of stiffness.” t Animalife 01527 857920.

THE TRUST FACTOR

RETA IL TIP

LIKE all consumers, horse owners are most comfortable buying brands they know and trust. But unlike direct familiarity with a brand purchased previously, trust can result from recommendation by a friend, a trainer, a fellow competitor - or a retailer.

TRM’s vice president Europe North America Tom Barrett works with many of the world’s most successful retailers in 50 countries. Here he offers some pointers to maximise the sales potential of familiarity and trust.

1. Understand seasonal problems and requirements to open up additional sales potential, which at this time of year, might include: • Joint Supplements. Particularly for older horses, cold can exaggerate symptoms of arthritis and general stiffness. A joint maintenance programme could enhance both comfort and well being.

• Preparation for the breeding season. In foal broodmares should be supplemented with Calphormin to help ensure optimum skeletal development for the foal. Beta Carotene can be given to maiden mares to support early fertility.

• Feed balancer/multivitamin supplements. Horses’ routines can be changed in the winter, with many spending less time with access to fresh forage (grass). It is important to ensure they still receive the correct minerals and vitamins from their restricted diet.

• Hoof Supplements. With reduced competition and less wear and tear on the hoof, winter is an ideal time to supplement for new growth before the next competition season.

• Winter Coughs and colds. Traditional remedies such as Garlic or Garlic, Honey and Glucose are often fed to promote respiratory wellbeing.

• Oils. If, after the long competition season, the horse lacks condition, oils and fats can be supplemented to maximise weight gain - and a great looking coat.

2. Know the ranges you sell – in full – the products, their specifications and the reasons why they can be trusted to fulfil the customer’s expectations. This will enable every member of staff to encourage the purchase of additional products from a range they know, or from a new brand, because they trust your advice.

3. Always think about the ‘up sale’ as it presents a very important opportunity. If someone purchases a wound dressing, surely they will need bandages; if they ask for a hoof supplement, perhaps they also need a hoof oil or conditioner.

4. It’s essential that everyone at the point of sale looks at the shopping basket and suggests products to complement the customer’s selection. Don’t be afraid to suggest products from an alternative brand based on your own experience.

5. Have contact details to hand for manufacturers, so either you can call for additional advice, or your customer can get in touch later. It is another way to develop both familiarity and trust, helping underpin repeat or cross brand sales.

44 OCTOBER 2011 EQUESTRIAN TRADE NEWS

The secret’s in the ingredients PEGASUS Health has re-launched its own-brand range of everyday equestrian essentials and herbs for horses.

The company specialises in sourcing high-quality, pure ingredients.

“The rebranding of the Pegasus Health range is expected to increase demand as it raises the profile and brings these products to an even wider audience,” said the company’s Mark Sharwood Walker.

Pegasus Health’s multi-vitamin and mineral supplement has been reformulated in line with the latest findings in equine nutrition and rebranded as PegaVite.

Top-selling FlexiMover has also been reformulated to become a fivein-one “powerhouse of natural nutritional support” for older, or hardworking, equine joints. MSM, rosehips and turmeric have been added to the original blend of boswellia serrata and glucosamine HCI. The Pegasus Health range includes popular products such as garlic granules, supplied at trade prices of £3 per kg or £8.25 for a 3kg refill – and biotin. Rapeseed oil, now believed to be one of the healthiest and most beneficial oils to feed horses, according to Mark, also features in the range. t Pegasus Health 01526 861976.

The first and only...

TOPSPEC Senior Feed Balancer is the first and only feed balancer to include the scientifically recommended rate of glucosamine to help maintain mobility.

It’s one of six ‘non-heating’ feed balancers which provide nutrients to balance the rations of all types of horses and ponies, whether hacking, competing, breeding, growing or elderly.

TopSpec’s concise collection addresses every issue, including the need to behave, to gain or lose weight and to improve hoof quality.

All TopSpec feed balancers are formulated without cereal grains and are low in sugar and starch to help horses relax.

TopSpec Comprehensive Feed Balancer promotes muscle development and topline. It also contains several supplements. A broad-spectrum supplement is backed up by others including a hoof supplement, generous levels of anti-oxidants and sophisticated digestive aids.

TopSpec LeisureTime Feed Balancer is designed for equines in light to medium work. It contains a broad-spectrum supplement and a pure, protected yeast combined with a feed designed to promote muscle development and function.

TopSpec Lite Feed Balancer is ideal for good-doers in light to medium work. It combines a broad-spectrum supplement and a hoof supplement with a high-fibre, exceptionally low calorie feed. It will not promote weight gain when it forms part of a calorie-controlled diet.

TopSpec Senior Feed Balancer is designed for elderly horses. It is the first and only feed balancer to include the scientifically recommended rate of glucosamine to help maintain mobility. It combines the benefits of a joint supplement with a feed balancer tailored to the needs of elderly horses.

TopSpec Stud Feed Balancer is designed for broodmares, youngstock and stallions. Its use helps to prevent over-topping of youngstock and incorrect limb development. It contains several supplements combined with a feed designed to promote muscle development and function. A broadspectrum supplement is backed up by others including a hoof supplement, generous levels of anti-oxidants and sophisticated digestive aids.

Topspec Racing Feed Balancer is perfect for customers with race horses and point-to-pointers. t TopSpec 01845 565030. www.equestriantradenews.com

Daily top-ups

Cost effective and convenient

DODSON & Horrell Daily Vits & Mins is a broad spectrum supplement that provides an easy means of 'topping up' vitamin and mineral levels.

It can be added to mixes, cubes or chaffs and is suitable for all types of equines. It’s ideal when your customers are feeding less than the recommended amounts of a feed in order to ensure a fully balanced diet.

The RRP is £10.15 for a 1.5kg tub.

Dodson & Horrell Ultimate Balancer can be fed in small quantities to avoid weight gain, either on its own or to complement an existing feed.

Suitable for all horses and ponies, including laminitics and non-Thoroughbred breeding stock, it provides correct levels of vitamins and minerals.

Other beneficial ingredients include biotin for hoof condition, MSM for its anti-inflammatory properties, mobility herbs, prebiotics to help maximise digestive efficiency and omega 3 and 6 oils for skin and coat condition.

The RRP is £32.75 for a 20kg bag t Dodson & Horrell 0845 345 2627.

IN winter, when grazing is scarce and horses might be stabled for longer, forage quality can vary.

So offering a cost effective, balanced, vitamin, mineral and trace element package provide peace of mind that horses are receiving the vital nutrients they require for optimum health, says Horslyx.

Four different formulations - Original, Respiratory, Garlic and Mobility - allow owners to feed specifically to their horses’ requirements in one convenient system.

Horslyx is available in 5kg, 15kg and 80kg weatherproof tubs, with retail prices from £9.95.

Horslyx provides optimum levels of anti-oxidants to help boost the immune system, a high oil content to promote a shiny, healthy coat and a healthy hooves package containing biotin, methionine and zinc to maintain horn quality.

Feeding Horslyx not only balances the deficiencies in forage, but also provides a trickle feeding pattern to promote gut health and reduce boredom. t Horslyx 01697 332 592.

New range is ‘full of life’ FULLOLIFE, from Hull based AAK, is a new collection of oil based supplements.

AAK specialises in producing oils for the retail, bakery, food service and manufacturing markets. As well as an equine range, Fullolife extends to products for dogs and small-holder animals such as chickens, pigs and goats.

For horses, Fullolife Pure Cod Liver Oil is a natural conditioner that provides an excellent source of vitamins A and D, as well as polyunsaturates to help maintain good health, skin and coat. It also promotes strong teeth, firm bones and bright eyes and is suitable for all horses and ponies.

Fullolife High Strength Joint Care, designed to help maintain supple and mobile joints, is ideal for both young and veteran horses. It contains a unique blend of omega 3 oils.

Also in the range is Fullolife Soya Oil to help promote healthy skin and a glossy coat. Containing omega 6 fatty acids and a source of linolenic acid, Soya Oil provides an excellent source of slow releasing, non-heating energy for improved stamina. t AAK UK 01482 701271.

Good gut feeling

Price fixed until 2012

ACTIVATED carbon has been used for hundreds of years to aid gastro intestinal health.

Now it features as the sole, 100% natural ingredient in a new supplement, Comfort Gut. “We are so very excited about this product as it is not a drug and has no direct action on any organ in the body, also it doesn't enter the blood stream,” said sales manager Louise Kennedy.

Comfort Gut is said to remain in the gastro intestinal tract where it actively absorbs acid, toxins and other impurities before being expelled from the body in the horse’s dung.

“We strongly believe that stomach discomfort is one of the biggest plagues of sports horses,” added Louise. “Gut discomfort can lead to some of the most unwanted habits in equestrian circles.”

Fed daily, Comfort Gut is beneficial in reducing gastric acid and its effects, reducing a ‘gargling’ gut and, it’s claimed, reducing the chances of laminitis due to toxin build-up.

Due to its ‘settling’ ability, Comfort Gut may also act as a calmer in times of stress. t Comfort Gut 028 9030 1040.

GWF Nutrition has extended the introductory offer on its new Equilibra 500 + Omega 3 balancer until January 2012.

The move means your customers can enjoy an RRP of £23.99 (rather than £28.99) on the product that was re-launched earlier this summer.

“We’ve been delighted with the strong demand for Equilibra, fuelled in no small part by a wave of new customers migrating from much more expensive and lower specification products,” said GWF marketing director Simon Vowles.

“As a manufacturer, we have much greater control over production costs and will do everything we can to keep prices low during these difficult financial times.”

New Equilibra 500 + Omega 3 has all the key benefits of the old Equilibra 500 product, but with the extra advantages of Omega 3 and a new non-GM soya free formulation for peace of mind. It’s packed in 20kg bags. t GWF Nutrition 01225 708482.

LEGAL

Are you e-compliant?

E-shopping offers fantastic opportunities for retailers.

Safeguard your burgeoning e-business by checking it’s legal, advises lawyer Alexandra Weston.

elling online enables small or medium sized businesses to connect with millions of potential customers worldwide. In 2009, internet sales represented 3.5% of total UK retail sales.

Online businesses are particularly important to the rural economy with a recent survey by the National Federation of Enterprise Agencies showing that 44% of online businesses are based in rural areas. The arrival of faster broadband speeds will push the figure still higher.

The increase in online sales has been matched by an increase in regulation to protect consumers when they are purchasing online. But the majority of e-commerce businesses in the UK are not operating in accordance with the law.

A study by the Office of Fair Trading in 2009 revealed that over 79% of online businesses failed to comply with key legislation. The penalties for not complying can be investigation

by Trading Standards, fines and, in extreme cases, having your website shut down.

In addition to the regulations that apply to selling online, businesses also need to think about copyright, contract law and consumer protection legislation. Another key issue is data protection particularly as it became law on 6 April 2010 that businesses can be fined up to £500,000 if they lose individuals’ data.

It is sensible for new online businesses to seek legal advice to guide them through the complex web of legislation and regulation, while businesses that are already online should review their website to ensure that they are compliant.

If businesses follow these top ten tips, they will avoid the most common mistakes encountered by online traders.

1. Don’t accept an order as soon as you receive it. Send out an order acknowledgement and then when you’ve checked the order, follow up with an order confirmation.

That way you can correct any errors in the order including pricing mistakes.

2. Who owns your website? It is a common mistake to think that because you’ve paid a web designer to produce a website for you that you must own it. In fact, the web designer will own the website unless you’ve agreed otherwise in writing. This can become a real problem when you want to sell your business in the future.

3. Do you hold any data about your customers? If you do then you must notify the Information Commissioner under the Data Protection Act 1998. It only costs £35 a year. If you don’t notify, you can be fined.

4. The Consumer Protection (Distance Selling) Regulations 2000 gives consumers the right to cancel the contract within seven working days. You must tell the consumer

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46 OCTOBER 2011 EQUESTRIAN TRADE NEWS

about this right or you will be committing a criminal offence and you will have an unenforceable contract with the consumer.

5. Make sure that you have terms and conditions on your website and that your customers accept them. Tick boxes are commonly used for this. Set up your website so that the customer cannot proceed with their order until they’ve accepted the terms and conditions.

6. Do you accept orders from customers outside the UK? If so, then your terms and conditions must make it clear that English law applies to the online contract.

7. Do you collect email addresses to use in marketing? You must have the consent of the customer to use their email for marketing.

8. You must include your name, postal address and email address on your website. If you sell through a company then your company name and company number must be on your home page.

9. If the customer returns the goods then you need to make sure the goods are in a saleable condition. The Consumer Protection (Distance Selling) Regulations 2000 don’t deal with this so set out in your terms and conditions that you want the goods returned in their original packaging etc.

10. If a consumer cancels the contract under the Consumer Protection (Distance Selling) Regulations 2000 and returns the goods then you have to refund the price of the goods and the postage and packaging charged in sending the goods to the consumer.

Businesses can be fined up to £500,000 if they lose individuals’ data.

About the author Alexandra Weston has more than 10 years’ experience of advising online businesses, from software retailers to suppliers of veterinary products. She also advises clients on commercial contracts and intellectual property law.

Headed by Serena Brotherton, Langleys’ Equine Law Group offers one of the largest and most experienced commercial legal teams dedicated to advising businesses and individuals in the equine sector. Equine Law is a highly specialised area of law; the lawyers in Langleys’ Equine Law Group are experienced in the business and regulation of the equine sector. To speak with one of the team telephone 01904 610886 or email equine@langleys.com or visit www.equinelawyers.com.

www.equestriantradenews.com

Welcome to ETN’s guide to upcoming shows, events, training courses and conferences of interest to the trade.

OCTOBER 9 – 10 Association of British Riding Schools’ (ABRS) annual AGM, dinner and conference in Oxford. Details on tel 01403 790294.

17 The open-to-all 2011 BETA Conference at The Belfry, the luxury golfing and spa hotel near Birmingham, incorporates the members-only trade association’s AGM. An impressive line-up of speakers includes Tim Hadaway on opportunities surrounding London 2012; Julia Andrews, managing director of Kate Negus Saddlery, on merchandising; the Advertising Standards Authority’s Laura Coffey; digital advertising guru, Bauer’s Charlie Brookes; and equestrian explorers Robin and Louella Hanbury-Tenison.

Special rates are offered for preconference overnight stays with dinner.

For tickets and information, contact BETA on 01937 587062.

22 – 23 Countryside Live at the Great Yorkshire showground is a family day out with an expanding equine element. This will be the ninth running of the event run by the Great Yorkshire Show organisers; last year it was attended by 10,221 people.

For the first time, the show is a qualifier for the Mountain and Moorland Ridden section at Olympia.

There are also classes for first ridden, coloured horses and ponies, working hunter ponies and a Fancy Dress competition.

The Search for a Talented Show Jumper competition made its debut last year. Hosted and judged by international riders Graham and Tina Fletcher, it’s to be repeated this time.

Tradestand space is available for Countryside Live. Contact Michelle Mackey on 01423 546204 or via email michellem@yas.co.uk

3–4

LovePets is a consumer show at the East of England showground, Peterborough. Visitors can meet 55 species of animals, from meerkats to rabbits. Also at the show will be 100 companies, traders, organisations and charities from across the UK. More details at www.lovepets.me.uk

South West Christmas Equine Fair, Westpoint, Exeter. This popular consumer event, run by Contour Exhibitions, will provide horse enthusiasts of all ages, levels and disciplines with a full schedule of exciting entertainment. The show also features a dedicated shopping village with more than 150 companies offering advice and great show offers on 1,000s of products for horse and rider. Celebrities appearing include Mary King and Philip Spivey.

Contact Lisa Scattergood on 01392 421500 or 07710 743045, visit www.contour.uk.net

NOVEMBER

FEBRUARY

12 – 13

19 – 21

29 – 30

The organisers of Your Horse Live are hoping to hold onto their BETA Business Award - Joules Event of the Year - for a second time. The event at Stoneleigh Park, Warwickshire promises some of the UK’s leading equestrian stars, live demonstrations, Q&A sessions, ‘Improve your riding’ zones, celebrity rider signings and shopping.

2012

BETA International 2012 at the NEC, Birmingham.

19-21 February 2012 The world’s leading NEC, Birmingham, UK trade exhibition for the equestrian, country clothing, pet product and outdoor sectors.

More information at www.beta-int.com or contact James Palmer on 01937 582111. ETN is the official media partner of BETA International.

MARCH 1

Laura Bechtolsheimer headlines the show; also appearing are Oliver Townend and Geoff Billington, while the Rockin' Horse display team blends Cossack trick riding with traditional Spanish equestrianism.

Your Horse Live 2010 saw more than 15,000 visitors – another increase in numbers. The show is supporting the industry by running a competition to win free stand space and contributing towards the build costs to allow an inspiring, innovative and new company to exhibit. More information about exhibiting at www.yourhorselive.co.uk or contact Nicky Townshend on 01733 395011. www.equestriantradenews.com

DECEMBER

Merial Animal Health is to repeat its Worm Egg Count (WEC) MasterClass at the Moredun Research Institute, Edinburgh. The event is designed to train SQPs to undertake WECs at their stores.

It’s also worth 52 AMTRA CPD points. Led by parasitologists Professor Jacqui Matthews and Dr Dave Bartley, the day will include seminars on equine parasites and drug resistance, problem solving tutorials and practical work in the laboratory. The cost is £200 per delegate.

To book or find out more, contact Merial Equine Health 01279 775851 or email Marisa.mccarthy@merial.com.

HOW TO GET YOUR EVENT LISTED ETN welcomes submissions to What’s On from all organisations, commercial companies, shows and events. Please include your dates, venues, contact details and why your fixture/event/training is of interest to the trade.

EQUESTRIAN TRADE NEWS OCTOBER 2011 47

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How to sell lotions and Effective retailing of products in pots requires some imaginative thinking, says Serena Kidd.

When deciding what to stock, think about what you, as a retailer, want from a product?

• Good margin • Products that work therefore generate repeat business • Stock availability • Rep support: staff training, stock-taking, merchandising and promotional support • Product information. What are the actives in it and why do they work?

Currently, some suppliers are offering attractive deals from huge discounts on bulk orders to S.O.R (sale or return) schemes; but do these come with a hidden agenda?

Although these deal are sometimes tempting especially when you don’t have to pay for products until they have sold - are retailers being overloaded with ranges that aren’t turning over enough to justify the valuable shelf space they’re taking up?

It may seem like an excellent deal when a supplier offers to remove an out-of-date product from your shelf and replace it with the same indate product, but is that really a wise business move when it’s keeping a competitor product at bay that could be turning over quicker at a better margin?

Some products can offer small returns and margins due to set RRPs. Products linked to

RRPs can open the door for them to be sold under the RRP, especially on internet sites.

Merchandising tips • Don’t overcrowd products on shelving - I used to be guilty of this, especially with limited space and storage, but it can lead to spillages, damage and doesn’t make it attractive to the consumer.

• Rotate stock regularly, checking best before dates at the same time. Inevitably products go in and out of fashion, but better to sell off at a small discount before it goes out of date completely.

• Keep shelving and products dust free. It does not instil customer confidence if products look grubby and have been around for a long time.

• If possible, allocate a display area or shelf with relevant seasonal products. Raise the profile of products with PoS (point of sale) material, laminate cuttings from magazines or tried and tested testimonials and display those too.

• Where possible, keep changing the display area to keep it fresh and give all ranges a chance to be seen without becoming stale.

The season’s big topics We’ve yet to see what sort of winter this one will be. Last

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A pack of products to make life easier for your customers this winter.

48 OCTOBER 2011 EQUESTRIAN TRADE NEWS

year, with a prolonged period of snow and ice, I saw late sales in mud fever products and also noticed a rise in horses ‘tying up’ from being stabled for long periods.

There were also more horses suffering with foot abscesses, possibly from having to stand on soiled bedding for longer periods, causing soles to become softer. When the snow thawed and horses were turned out onto now waterlogged pasture, their soles became more susceptible to puncture wounds and abscesses forming.

One of the ways stores can help promote sales for these ailments is to suggest products – via good merchandising - to help prevent these conditions starting in the first place.

For instance, you could advise customers to cut back on hard feed and recommend high fibre, low energy diets during periods of prolonged stabling. Hoof barrier creams such as Net-Tex Winter Hoof to strengthen hooves against absorbing excess moisture, electrolytes such as Net-Tex Fast Electrolyte Recovery to help combat tying up could be other suggestions.

Agony aunt or retailer?

With the cost of owning horses increasing, owners appear to be asking more frequently for advice in store before calling their vet for fear of a large bill.

When asked for advice, shop assistants should never attempt to diagnose a condition. If there is any uncertainty or doubt in what they think the customer is describing, they should strongly recommend veterinary advice is sought immediately.

However, it is helpful for the retailer to ask as many questions as possible to form a clear picture. If he or she has had personal experience of a product that has worked on their own or another (unnamed) customer’s horse, it’s worth passing on the information – with the warning that it may not work for every horse.

Mud fever is a prime example. Many inexperienced horse owners miss the warning signs of the onset of this condition, which is perhaps excusable if they’ve not seen it before.

If the condition has just started with hair loss, it can be controlled with Net-Tex Muddy www.equestriantradenews.com

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potions Marvel Barrier cream to prevent it spreading and developing into scabs.

If the condition has progressed to scabbing, it can be gently cleansed with a surgical type of skin wash such as Net-Tex Equine Surgical Shampoo which contains chlorhexidine making it ideal for this type of skin condition.

The customer should thoroughly dry the area after washing, then apply Muddy Marvel De Scab which will gently but effectively remove surface scabs without the need for picking them off, which may cause bleeding, then rescabbing in a vicious circle.

Once the scabs are removed and legs are dry, a disinfectant can be applied such as Net-Tex Muddy Marvel Disinfectant then the barrier cream applied

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before turn out the next day.

If, when questioning the customer about this condition, you hear that the horse’s legs are very swollen and hot, scabs are pussy or the horse is lame due to the condition, insist that they seek veterinary advice immediately.

Sexing up the pots Since joining Net-Tex, one of my main priorities has been to assess existing labels and products. Net-Tex originates from a farming background and within the agricultural market products must work – you don’t get a second chance! The upshot is that Net-Tex’s equine range is very effective, however the labels can appear a little bland and generic, not giving the products the credit they deserve.

❄ I’ve recently updated the fly repellent labels, making them easily identifiable on the shelf and extended this idea to the leather care range. I’m also conscious of trying to offer better margins and yet more innovative products.

New for 2011, our Equine Feather Mite powder has had a tremendous response. We

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What every horse owner needs in winter – help with reducing grooming time.

will be re- launching the Carl Hester range next year too. t Net-Tex 01474 813 999.

About the author Serena Kidd formerly worked for retailer Frogpool Manor and is now equestrian business manager at horsecare product specialist Net-Tex. She’s also a horse owner.

“I take pride in the fact that I use the products and have first-hand experience in how effective they are,” she said. “It’s so satisfying when I can pass on advice to customers when they call the helpline for advice at their wits’ end, asking if Net- Tex have a product to help their horse.

“Job satisfaction is when they call back to say ‘thank you’ for helping them find a solution to their problem.”

You and your customers can call the Net-Tex helpline on 01474 813999.

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Warm to these winter winners... ❆❄

ETN looks at the latest lotions, potions and therapy products to take the worry out of winter for your customers.

First aid solution

There’s protection in these pots

FABTEK Solutions’ Meditek Silver Wound Dressing contains Zorflex, an antibacterial activated carbon fabric.

Zorflex has a permanent electrostatic charge that draws bacteria towards it, says Fabtek. When they reach the fabric, they are immobilised, removed from their source of food and die. The process is accelerated by the particulates of silver with which Zorflex is impregnated.

The other elements of the dressing absorb wound odour and discharge, providing all usual benefits of a wound dressing - with something extra.

Zorflex is scientifically proven against a number of bacteria types, and is also used in human wound care.

Meditek Silver Wound Dressings are available in 10cm x 10cm and 15cm x 25cm sizes, but can be cut to fit the wound area. They are available individually or in packs, retailing from £8. t Fabtek Solutions 07794 094011.

SUPREME Products doesn’t just supply products to make horses look good. It has products that protect them too.

The company’s Horse Care range includes Leg & Mud Guard and Heel, Sole & Frog Care, both of which are ideal for combating wet and muddy conditions.

Supreme Products Leg & Mud Guard contains mild anti-bacterial properties and waterproofing agents to challenge wet and muddy outdoor conditions.

500ml has an RRP of £9.99.

While Heel, Sole & Frog Care, RRP £9.99 for 450g, helps keep feet in prime condition and assists the repair of soft sole and frog conditions. t Supreme Products 01377 229050.

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X-Static stable therapy FAL PRO Therapy Stable Boots do useful work while a horse is standing in his stable.

Featuring Pro X- Static silver interactive technology – similar to that used in some Fal Pro rugs they fasten around the leg with hook and loop fastenings.

The conductive properties of XStatic have been shown to increase blood flow and reduce swelling, enhancing the horse’s natural healing system and minimising fatigue.

This is particular helpful in reducing the pain of mud fever by eliminating many types of bacterial and fungal microorganisms, thus helping relieve the allergic reaction and encouraging healing. The heat transfer properties of X-Static are also perfect for horses whose legs fill after work.

Available in four sizes in a choice of blue or green with contrasting binding, they retail at around £54.50 per pair t Tagg Equestrian 01636 636135.

Waging war on winter

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ROBINSON Animal Healthcare has a whole armoury of products with which your customers can wage war on winter.

Animalintex Hoof Treatment is suitable for the rapid treatment of foot conditions. It’s the only veterinary licensed poultice on the market for equine treatment.

Highly absorbent, it can be applied either as a wet, hot or cold poultice, or as a dry dressing, to suit the needs of the injury or condition.

It contains an antiseptic to clean and prevent re-infection and natural poulticing agent, Tragacanth, which, when it reacts with water, draws out any infection and creates a clean area for the wound to heal.

When applied as a hot, wet poultice, Animalintex increases the blood supply to the hoof, providing more oxygen, and white blood cells, which fight infection. The improved blood flow reduces the swelling, whilst the warmth of the poultice relieves the horse of pain, providing comfort.

Animalintex Hoof Treatment is distributed in packs containing convenient Hoof Shaped dressings, ready for foot poulticing, so there is no need for cutting to shape. Each pack retails at around £5.50.

Your customers can also help prevent winter skin problems with Activ Wash from Robinson Animal Healthcare.

Activ Wash is a mild, antibacterial cleanser which gently removes scabs and debris caused by mud fever or rain scald. Available in a 500 ml bottle, it’s applied with a damp sponge. The RRP is £9.50. t Robinson Animal Healthcare on 01909 735000.

Helpful herbs DODSON & Horrell Mud Heal is a herbal blend containing echinacea, devil’s claw root, clivers, burdock root, marigold and nettle.

The combination of these soothing and immune boosting herbal properties can help equine defence mechanisms not only to prevent infection but also to soothe any pre-developed sores.

The RRP is £13.58 for a 1kg tub. t Dodson & Horrell 0845 345 2627. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS OCTOBER 2011 51

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Prevention better than cure

Iodine based shampoo

MUD fever is a classic case of prevention being better than cure.

Using turnout boots designed to keep the leg dry and clean can be very useful.

However, the boots must be breathable or the skin could become over-hydrated and vulnerable to infection.

Equi-Chaps Close Contact Chaps from Equilibrium Products fit like a second skin and help to keep the horse’s legs dry and mud free. Made from breathable Stomatex in six sizes, they are tough, fast drying and easy to fit.

For the ultimate in leg protection during turnout, Equi-Chaps Hardy Chaps (pictured) are made from a water resistant, fast drying 7mm Rotex (a tough PU coated neoprene). They are ideal for use on fit horses which are turned out for a few hours each day, or on accidentprone or boisterous horses. t Equilibrium Products 01442 879115.

NEW from the Funnell Range of horse health products is Heel Clean & Protective Wash.

The iodine based shampoo is ideal for use when the horse is exposed to muddy conditions either when competing, exercising or turned out and when the skin is at risk from mud borne infections -especially if there are small cuts or grazes on the skin surface.

Used routinely, the product may help prevent infections such as mud fever taking hold, especially in the vulnerable heel area. Two litres retails at around £12. t Tagg Equestrian 01636 636135.

Fast and effective NEW Lincoln Muddy Buddy Magic Mud Kure Powder and Cream is said to offer fast, effective therapy for mud fever.

Said to be scientifically proven to kill the bacteria responsible for mud fever, it contains Metalosan 47 - described as a breakthrough in wound management. t Battles 01522 529206.

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Wrapped up warm WARMWICKING Leg Wraps are made in England from superior quality, close knit, thick and warm thermal fabric that wicks moisture away from the body.

This three layer fabric with two thermal outer knitted layers, sandwiching a layer of cushioning polyproplylene fibres, has a padded, quilted pattern.

Warmwick Leg Wraps helps get equine legs warm and dry, therefore helping prevent conditions such as mud fever setting in.

Wide Velcro straps cover the whole length of the wraps, spreading pressure and giving gentle compression. The wraps are also available with magnets for magnetic therapy. t Harpley Equestrian 0115 9611537.

WHEN IT’S WET AND WINDY

RETA IL TIP

• Although it’s now more fashionable – if not always possible – for many horses to live out during the winter, winter ailments such as mud fever and rain scald are exacerbated by exposure to wet conditions. In fact, horses positively thrive in the snow and ice – provided they have enough forage to eat and are safe underfoot. They love dry, cold conditions; it’s the continual rain and wind that gets them down.

• As well as stocking products to help your customers deal with the effects of winter ailments, they will find items such as lightweight but waterproof rugs – and a spare are useful. Oil, such as flax oil, cod liver oil or soya oil, added to horses’ feeds can help make their coats more resistant to damp conditions.

• A regular dusting of sulphur power in horses’ heels makes a great barrier against mud-borne threats.

• There’s always a debate about whether trimming horses’ heels and/or feather makes them more vulnerable to mud fever. Of course, really hairy equines’ feathers need to be kept in check or they can themselves become a muddy and wet hazard. Trimming is essential to ‘get at’ the heel area to attend to it. However, for many horses, the hairy bit at the back of the fetlock is probably the best drainpipe nature ever invented.

• When horses spend longer stabled, as many do in winter, they encounter respiratory challenges from dusty, sportfilled hay and bedding. There are many clean alternatives to straw on the market now, but it’s also advisable to keep a stock of supplements that address respiratory issues.

52 OCTOBER 2011 EQUESTRIAN TRADE NEWS

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EQUESTRIAN TRADE NEWS OCTOBER 2011 53

List your website here For more information call 01937 582111

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

The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature.

Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

MR TIM LOCK T/A HEDSOR STUD, HARVEST HILL, BOURNE ROAD, BOURNE END, BUCKS SL8 5JJ £461 & £516 & £854 EUROSPORT HORSES LTD, 4 CEDAR PARK, COBHAM ROAD, FERNDOWN IND. ESTATE, WIMBORNE, DORSET BH21 7SF £7,398 OLYMPIC HORSE FEEDS LTD, 812 ANDOVER HOUSE,, GEORGE YARD, ANDOVER, HAMPSHIRE SP10 1PB £13,936 JUDITH THURLOE, POND HEAD FARM, OULSTON, YORK, NORTH YORKSHIRE YO61 3RD £2,763 MR MICHAEL HAMMOND T/A MICHAEL HAMMOND EQUINE ENTERPRISES, 18 LESTER PIGGOTT WAY, NEWMARKET, SUFFOLK CB8 0BJ £11,316 HORSEBOX & TRAILER REPAIRS LTD, LEONARDS COURTYARD, SLAPTON ROAD, LITTLE BILLINGTON, LEIGHTON BUZZARD, BEDS LU7 9BP £1,938 EMMA WILSON T/A E W EQUESTRIAN SERVICES, 158 LANCASTER ROAD, CARNFORTH, LANCS LA5 9EF £2,893 MS MICHELLE MILLS T/A NARFORD STABLES, NARFORD HALL, NARFORD, KINGS LYNN, NORFOLK PE32 1JA £820 MS JANE SMITH T/A R J SMITH RACING, TATTENHAM CORNER STABLES, TATTENHAM CORNER ROAD, EPSOM, SURREY KT18 5PP £116 EQUITHERM , CHURCHILL FARM, ALDERMINSTER, STRATFORD-UPON-AVON, WARWICKSHIRE CV37 8NU £32,017 MR BEN COUSINS T/A HOME EQUESTRIAN SUPPLIES, HUGHFIELD HOUSE, HOLME-ONSPALDING-MOORE, YORK YO43 4BZ £879 TRENT RIDING SCHOOL, 90 SHAW ROAD, NEW HEY, ROCHDALE, LANCS OL16 4LX £322 GOYT MILL SADDLERY, THE LODGE, UPPER HIBBERT LANE, HAWK GREEN, STOCKPORT, CHESHIRE SK6 7HX £2,996 Equestrian Trade News

AIREDALE EQUESTRIAN SUPPLIES LTD, THE BARN, AIREDALE MILLS, MICKLETHWAITE LANE, CROSSFLATS, BINGLEY, WEST YORKSHIRE BD16 2HP £1,374 MR JOHN WISE, WOLVEN COTTAGE STABLES, COLDHARBOUR, DORKING, SURREY RH4 6HG £308 T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

Coming soon in ETN. . .

DECEMBER ISSUE • A clean sweep – epos, shop fitting and displays

• One-stop shop – a retailer’s guide to wholesalers

• The best leatherwork – and lorinery

• Allergy attack

MR GREG RADMORE T/A THROUGHBRED HORSEBOX, POLTIMORE BARTON, MOOR LANE, POLTIMORE, EXETER, DEVON EX4 0AQ £700 THORNCLIFFE HALL FARM STABLES LTD, THORNCLIFFE HALL FARM, HOLLINGWORTH, HYDE, CHESHIRE SK14 8JJ £729 CAROLINE GREEN T/A TEMPLETON STUD, TEMPLETON ROAD, KINTBURY, HUNGERFORD, BERKSHIRE RG17 9SG £3,503 MISS DIANNE JORDAN, WRENES NEST STABLES, THE LANE, BETWEEN 354 & 356 BARKHAM ROAD, WOKINGHAM, BERKSHIRE RG41 4DL £1,015 ASHLYN HOUSE VETS, ASHLYN HOUSE, TERRANCE ROAD NORTH, BINFIELD, BRACKNELL, BERKSHIRE RG42 5JA £174 MR JOHN MABBETT T/A BRYN ANIMAL FEEDS, BRYN FARM, LLANMORLAIS, SWANSEA SA4 3UQ £4,527 GERALD PAYNE T/A EZEE FEEDS, UNIT 33 ENDEAVOUR CLOSE IND ESTATE, PURCELL AVENUE, SANDFIELDS, PORT TALBOT, WEST GLAMORGAN SA12 7PT £903

– feeds and supplements for horses with allergies

MR D RIGGS, BELBY STUD, HOME FARM, BELBY, GOOLE, NORTH HUMBERSIDE DN14 7XB £1,724

Editorial for consideration should be received by 1 October.

MRS ANDREA PAVET-GOLDING T/A NORTHBROOK EQUESTRIAN CENTRE, NORTHBROOK NEW ROAD, OFFORD CLUNY, ST NEOTS, CAMBRIDGESHIRE PE19 5RP £3,233

Telephone: 01937 582111 Email: editor@equestriantradenews.com 54 OCTOBER 2011 EQUESTRIAN TRADE NEWS

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