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
September 2011 Volume 35, No 9 Monthly
SQPs URGED TO FIGHT WORMER RESISTANCE AMTRA accredited CPD feature inside Now worth two CPD points!
FEEDING A NEED Busting old wives’ tales – and counting chickens!
BETA INTERNATIONAL 2012 Behind the scenes as the countdown begins
2012 19-21 February 2012 NEC, Birmingham, UK
... the magazine for the industry, about the industry, by the industry
CONTENTS
Comment We all titter when, on that marvellous TV programme Have I Got News For You? they read out news stories from the current editions of Fish Fryers’ Weekly or Morris Dancers’ Review. As someone working in the magazine media, I make a point of studying other magazines from other markets. There’s much to learn – and often some good ideas to pinch! When a certain equestrian publisher occasionally (and probably accidentally) sends me a copy of Funeral Service Times [the trade magazine for funeral directors], I pounce on it with eager anticipation. Likewise, I had cause to order some camping equipment recently and found myself on the Go Outdoors website. Knowing nothing about camping, and less still about its equipment requirements, I became fascinated by the wellwritten pages offering buying advice and customer reviews. When it came to doing my shopping, I felt looked-after, confident and, importantly, was very pleased when my purchases arrived promptly and as described. Successful business models in any sector are well worth a few hours’ study. And you know what they say about imitation... So Verm-X, supplier of natural parasite control products [aka herbal wormers], has been admitted to the Animal Health Distributors Association (AHDA) albeit as an associate foundation partner member. It’s an interesting one since, in its own words, AHDA “defends the right to prescribe and sell licensed animal medicines via our members.” Maybe in the face of concerns about resistance to 'chemical' wormers, the animal health industry is finding it necessary to broaden its outlook? The air ambulance in various parts of the country does a marvellous job for equestrianism. Talking to a pilot of one of the helicopters recently, I took the opportunity to ask where riding accidents fitted into the frequency of call-outs. He explained that the ‘league table’ goes something like this: motorway pile-ups, motorcycle accidents, hill walking, horse riding, golf... “Golf?” I interrupted before he could finish his list. “Yes, over-weight, unfit golfers having heart attacks,” said the pilot. It just goes to show that you can’t believe statistics when it comes to assessing how dangerous is a sport. Liz Benwell
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SEPTEMBER 2011
NEWS .......................................................4 Overview of the new British Equestrian Survey ..10 LETTERS .................................................12 SADDLERY MATTERS ................................14 PRODUCT NEWS.......................................16 REFERRALS & COMMISSIONS Earning from non-stock items ...................20 FEED FEATURE Busting old wives’ tales ...............................22 Feeding for the weather ...............................25 Time to diversify.........................................27 Gallery .....................................................30 BETA’S BUSY SUMMER..............................32 DOGS AT WORK .......................................34 CLIPPING FEATURE ..................................35 MEET THE TRADE’S MR FIX-IT ...................36 COUNTDOWN TO BETA INTERNATIONAL 2012 ETN’s exclusive first look at next year’s trade fair ..................................................39 RETAILER PROFILE Saddles Direct ...........................................40 PEOPLE ..................................................42 WORMING FEATURE .................................43 SQP CPD FEATURE & QUIZ ........................48 BETA MEMBERS’ PAGE .............................51 WHAT’S ON .............................................52 COUNTY COURT JUDGMENTS ....................54 Front cover image: courtesy of EQUEST and EQUEST PRAMOX, the only equine wormers to contain moxidectin, providing comprehensive roundworm control including encysted larval stages of small redworms and the longest recommended dosing interval (13 weeks) of any equine wormer currently available. EQUEST and EQUEST PRAMOX are registered trademarks of Pfizer Ltd. EQUEST contains moxidectin and EQUEST PRAMOX contains moxidectin and praziquantel. Advice on the use of these or alternative treatments must be sought from the medicine prescriber POM-VPS. Further information from Pfizer Animal Health, Pfizer Ltd, Walton Oaks, Dorking Road, Walton-on-theHill, Tadworth, Surrey KT20 7NS Use medicines responsibly: www.noah.co.uk/responsible
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 3
IT’S GOLD FOR BRITISH DRESSAGE TEAM Pictured, from left, are Emile, Carl, Laura and Charlotte. (Photo: Peter Nixon/BEF).
THE British team secured an historic gold medal at the FEI European Dressage Championships 2011 in Rotterdam on 18 August. Britain’s final team score of 238.678 set a new European record. Germany and the Netherlands were second and third. A European championship title – and the now realistic prospect of a repeat performance at London 2012 –is likely to ignite huge enthusiasm for dressage and dressage related products. The British team comprised Charlotte Dujardin with Valegro, co-owned by her
mentor Carl Hester and Roly Luard; Emile Faurie with Joanne Vaughan’s Elmegardens Marquis, Carl Hester with Uthopia, a horse he co-owns with Sasha Stewart, and Laura Bechtolsheimer with her family’s Mistral Horjis. Carl’s score of 82.568% was a personal best and good enough to leave him heading the scoreboard after the team competition. “This is a dream” he said, “and even more fantastic because we’ve had the horse since he was a four year old; he’s a family pet who’s turned into a superstar.” Carl also won two individual silver medals.
Grays’ exports up 50% GRAYS of Shenstone has reported a huge hike in export sales, to date up 50% compared with last year. The gifts specialist has also acquired the e-commerce website, horseygifts.com Grays has been enjoying particularly strong export orders from Australia, France, Denmark and Germany. “It’s a question of getting the right products to the right markets,” said Nick Gray of Grays on Shenstone. “Our products and price points have obviously caught the imagination, while the service we provide and the stock we hold must also play a part.” Nick added that “exploring all opportunities and avenues” has contributed to his company’s impressive export figures. Grays acquired Horseygifts.com last October and has since moved the operation to its Shenstone, Staffordshire base. The site retails brands such as Horses With Attitude, Carrots UK and Breyer. About 10% of sales are Grays of Shenstone own brand, and 90% outsourced, confirmed Nick. Grays current turnover is 50% trade/export and 50% direct consumer sales. The company celebrates its 90th year in business in 2012, 60 of those serving the trade.
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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 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
AHD Equine Health.............................................................18 Aerborn .............................................................................41 Airowear............................................................................18 Allen & Page ......................................................................28 Asmar Equestrian .................................................................7 Baileys’ Horse Feeds ...........................................................24 Bauer Media/Your Horse Live ..............................................10 Bedmax .....................................................................13 & 15 BETA International..............................................................40 Bliss Bedding .....................................................................19 Buffera Ltd ...........................................................................6 Classified ...........................................................................53 Cox Agri.............................................................................35 Dodson & Horrell Limited ....................................................23 Easibed................................................................................8 First Thought Equine...........................................................14 Gallop Equestrian Ltd.........................................................IFC GWF Nutrition......................................................................9 Havens UK .........................................................................26 HoneyChop Horse Feeds .....................................................27 Horka...................................................................................8 HorseHage .........................................................................29 Horseware Ireland ..............................................................17 Horslyx...............................................................................25 Kanyon Outdoor................................................................IBC Lister Shearing....................................................................35 Merck Animal Health ..........................................................21 Merial Animal Health Ltd ....................................................45 Pelgar International ............................................................42 Pfizer Animal Health Ltd......................................................44 Sherwood Forest Ltd...........................................................11 Shires Equestrian Products ..................................................34 South Essex Insurance Brokers ..............................................5 Tagg Equestrian..................................................................38 Virbac Animal Health .......................................................OBC Waldhausen GmbH & Co KG...............................................12 Westgate Labs....................................................................47 Web Directory ....................................................................54 www.britishequestriandirectory.com....................................30
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New publisher enters equestrian market THINK, a publisher with offices in London and Glasgow, has taken on the publishing of British Dressage magazine. The title was published by GreenShires until Think took over the contract in June. Barbara Young continues as editor. Published eight times a year, British Dressage has a direct mailed circulation of more than 13,000 including all British Dressage (BD) members. It’s also available on subscription. “The magazine has been relaunched with a modern design facelift and a wider editorial slant to appeal to dressage enthusiasts and members of all levels,” said Tilly Boulter, director of Think. “One of the biggest changes is the introduction of a practical hints and tips section towards the back of the magazine (entitled Arena), which covers training and veterinary features, advice from an expert panel, product hot lists and an interview with a judge.” Former Horse&Hound journalist Barbara Young took over as editor from Jane Kidd 18 months ago. “A call to action on the majority of features encourages reader feedback which is proving very popular and has already sparked some great initiatives and ideas,” Barbara told ETN. Think was founded in 1999 and is wholly-owned by two of its directors, Tilly Boulter and Ian McAuliffe. It’s the 12th largest customer publishing agency (source: Marketing) in the UK with 50 staff working with over 30 membership organisations and corporate clients. British Dressage is Think’s first equestrian client. Others include the Royal Yachting Association, the Motor Sports Association, Zoological Society of London, The Scout Association, the Association of Accounting Technicians, RYA, MSA (Motor Sports Association) and CAMRA, Campaign for Real Ale. Barbara Young, editor of British Dressage, can be contacted on barbara.young@thinkpublishing.co.uk
Insurer and retailers offer discounts KBIS British Equestrian Insurance has teamed up with three retailers to offer policyholders 10% off when they shop online or over the phone. Participating retailers are horsecare product stockists Horsefair, Treehouse Sporting Colours who specialise in riding hats and body protectors and equestrian retailer Wychanger Barton Saddlery.
BETA International supports riding therapy charity BETA International has named the Fortune Centre of Riding Therapy – an independent specialist college that uses horses to help vulnerable people with special needs – as its chosen charity for 2012. The leading trade fair for the equestrian, country clothing and pet product sectors will seek to highlight the centre’s valuable work during BETA International’s three days at the NEC, Birmingham, from 19 to 21 February. “The Fortune Centre of Riding Therapy and the way in which it uses horses to provide education and life skills to young people with learning difficulties and disabilities is an inspiration to us all,” said Claire Thomas, commercial manager of www.equestriantradenews.com
Equestrian Management Consultants (EMC), organiser of BETA International. “We are immensely pleased to offer our support and are very much looking forward to welcoming this extremely worthwhile charity to the show.” The Fortune Centre of Riding Therapy director Jennifer DixonClegg added: “We applaud BETA International’s vision in opening up to a wider audience, an area of equestrianism that adds such value to the lives of many people.” BETA International is a wholly owned subsidiary of the British Equestrian Trade Association (BETA). For further information about the trade fair, log on to www.beta-int.com
Obituary DR JOHN IRVING MBE PhD, the managing director and founder of Keratex Hoofcare, died on 3 August. He was 81 and had had prostate cancer but continued to work until a week before his death. Dr Irving invented the world-renowned and patented Keratex Hoof Hardener. Thanks to his unsurpassed knowledge of chemicals and their application to equine hooves, Dr Irving can be credited with establishing the modern hoofcare market as we know it today. Before setting up Keratex in 1991, he was a Group Captain in the RAF. He spoke eight languages and was a brilliant engineer, having helped to design the world’s first mid-air re-fuelling system. A larger-than-life character and family man, Dr Irving was generous too. He helped animal charities all over the world with products, visits and donations. Dr Irving’s wife Alison, daughter Rosie Fell and son-in-law Alex Fell continue to manage Keratex where operations continue as usual.
Abbey live on line THE updated Abbey England website is now live. Providing product information and availability 24 hours a day, the site aims to improve customer service and speed up business transactions, says the wholesaler. A trade only section enables online ordering. Earlier this year, Abbey Saddlery & Crafts changed its name to Abbey England. See the new website at www.abbeyengland.com.
NEWS IN BRIEF •
The Hannoverian mare Woodlander Farouche, ridden by Britain’s Michael Eilberg, produced spectacular scores to take the Five Year Old title at the FEI World Championships for Young Dressage Horses 2011 at Verden, Germany, last month. The mare’s rider is sponsored by Weatherbeeta’s Bates saddles brand.
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An estimated £20,000 worth of saddlery was stolen from a yard near Hook, Hampshire, on 12 August. The haul, including nine saddles and 15 bridles, was mainly John Whitaker International, Prestige and Stubben branded.
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The FEI Reining Committee, which governs the sport at international level, has revised its rules on the types of bits and spurs allowed in competition. The new ruling, to come into force on 1 January, follows the issue of verbal warnings to a number of riders at the FEI World Reining Final in Sweden this May.
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Under a promotion from Merial Animal Health, retailers that purchase 40 tubes of Eqvalan Duo (ivermectin + praziquantel) in September and October will receive weigh tapes free of charge, while stocks last. Alongside this offer, for every order of 20 Eqvalan Duo participating retailers will receive four tubes free of charge.
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Horse & Country TV is offering front seat coverage from Burghley and Blenheim this month; while for showjumping fans the station is broadcasting the Brazilian leg of The Global Champions Tour. H&C TV is on Sky channel 280.
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The Speedgate and Frogpool Manor websites have been integrated following Speedgate Enterprises’ acquisition of Frogpool.com last year. The Speedgate website continues to provide news and community information for customers local to its Kent stores in Fawkham and Chislehurst, while the Frogpool site has become the company’s e-commerce website. The site also features a new clearance area featuring hundreds of branded products at “amazing prices while stocks last.”
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ITALIAN helmet maker KEP Italia has appointed Darragh Equestrian Solutions as its distributor for the Irish market. The deal sees Darragh add to its existing portfolio of brands including Jaguar Saddles, Macwet Gloves, Loveson, Thermatex, Polly Products, Bentley, Tagg, Country Pets and Lister.
SMS seminar is “the best” Society of Master Saddlers (SMS) members unanimously voted this year’s annual seminar, held after the society’s AGM at Moulton College on 20 July, “the best”, reports Pat Crawford. The day began with a presentation entitled Social Media Means Business by Chris Charlton and Liam Killen of Abbeyview Equine. This was followed by The Work of World Horse Welfare (WHW) - Teaching Saddlery Skills in Developing Countries by SMS members Mark Fisher and Kate Hetherington who have been undertaking work abroad for the charity for a number of years. The aim is to provide indigenous people with advice about saddlery and harness, farriery, equine nutrition and business skills. Before leaving an area, the WHW team appoints a team leader who will carry on the good work in the region so that entire communities – the people and the horses - can benefit from similar education and training. Mark Watson’s presentation From Foot to Saddle – and the Work of the Farriers’ Registration Council and the Worshipful Company of Farriers surely convinced any members who needed to be persuaded about the connection between the services provided by the farriery industry and the saddlery industry. The day included a display by the King’s Troop Gun Team, Royal Horse Artillery. The King’s Troop – a member of the SMS – performed with its usual panache and daring to give a superb display that resulted in tumultuous applause. SMS AGM The new SMS president Steve Marks, of The Ideal Saddle Co, addressed the society’s annual general meeting. The election of officers and executive committee members for the coming year produced the following results: OFFICERS President – Steve Marks, Ideal Saddle Co, Walsall; Vice President – Laurence Pearman, Stroud Saddlery, Glos; Immediate Past President – Denise Silman, Equicraft Saddlery, Somerset; Chief Executive – Hazel Morley; Treasurer – Mark Romain, Saddlery Training Centre, Wilts; Field Officer – Neil McCarraher; Training Officer – Mark Romain, Saddlery Training Centre, Wilts; SF Course Co-ordinator – Ian Hastilow, Hastilow Competition Saddles, Surrey; Marketing Director – Steve Marks; Veterinary Consultant – Stewart Hastie MRCVS; The Worshipful Company of Saddlers' representative is John Robinson. EXECUTIVE COMMITTEE Master Saddler (Retail) Ted Boggis: R B Equestrian, Buckinghamshire; Roger Coates: Ingatestone Saddlery Centre, Essex; Helen Dart: Bookham Saddlery, Surrey; David Dyer: David Dyer Saddles, Kent; Maurice Emtage: Colne Saddlery, Gloucestershire; Sue Norton: C H Brown & Son, Oxfordshire; Martin Wilkinson: Martin Wilkinson Saddlers, Hertfordshire.
Master Saddler (Trade) Paul Belton: Albion Saddlemakers, Walsall; Vanessa Fairfax: Fairfax Saddles Ltd, Walsall; Peter Wilkes: Vale Brothers Ltd, Walsall. Allied Trade Richard Brown: Abbey Saddlery & Crafts, Cheshire. Approved Retailer Jim Barry Buckaroo Equine, Leicestershire; Ken Lyndon Dykes: Saddleworld, Kent. Individual Members’ Representatives Laura Dempsey: Master Saddler, Warwickshire; Frances Kelly: Master Saddler & Harness Maker, Berkshire; Isobel Russell: Master Saddler & Harness Maker, Gloucestershire; Chris Taylor: Master Saddler, Merseyside.
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NAF makes friends in eventing Supplements supplier NAF raised the profile of its brands within the sport of eventing via its new title sponsorship of the 2011 NAF Five Star International Hartpury Horse Trials on 11-14 August. The event attracted more than 300 entries from 17 nations with many well known names in the sport among them. Mark Todd, Paul Tapner, Laura Collett and Rosie Thomas, all of whom use and endorse NAF products, hosted course walks for spectators. NAF’s guests during the event included stockists who were entertained in the NAF VIP hospitality enclosure. Said the company’s sponsorship manager Tracey Lloyd: “We have been keen to put something back into the sport for a while now. We truly believe the NAF Five Star International Hartpury Horse Trials have raised our profile within the sport and that we have made many new friends in the discipline.”
NAF stockists were entertained in the VIP hospitality enclosure, while the crowds were the biggest ever at this event.
Lap on honour: Bill Levett and Baggrave Summertime, winners of the PRO FEET CCI**.
Wormer mail order retailer goes bust MILE End Supplies, an Essex based retailer specialising in the internet and telephone sale of equine wormers, supplements and healthcare products, has gone bust. Among a list of the company’s creditors listed by liquidator McTear, Williams & Wood are Pfizer Limited (£72,321) and Virbac Limited (£24,888). Mile End Supplies was placed into voluntary liquidation on 29 June. Reasons for the failure, according to the liquidator, were increased internet competition, reduced margins and a supplier being bought out by an
international company with consequential price increases. In March 2010, the company moved from Tudwick Road, Tiptree, to Severalls Industrial Estate, Colchester, Essex. Turnover for the year to 31 March 2010 was £1,061,155. Shelley Cook is the sole director of Mile End Supplies which was incorporated in March 2004. David Cook is the company secretary. Shelley Cook is also a director of Mile End Scout & Guide Stores Ltd, incorporated in October 2010, and Myland Services (Colchester) Ltd - incorporated on 27 June 2011.
Trilanco launches ‘value’ range WHOLESALER Trilanco has introduced an own brand range of ‘value essentials’. StableLine covers basic care items that every tack shop might stock. The range currently includes Aloe Vera Gel, Arnica Cream, Cetrimide Cream, Hoof Ointment, Insect Bite Soother, Itch Relief Cream, Lavender Wash, Leg Guard Powder, Mud & Rain Salve, Sulphur & Rosemary Cream, Sunburn Relief Cream and Tea Tree Antiseptic Cream. There are plans for more products. “StableLine will sit well with premium brands, offering customers an economical option should budgets be tight,” said Martin Balmer, managing director of Trilanco. “We’ve carefully selected key items that are in demand. We’re using the tagline ‘quality you can trust’ as we feel that this sums up the range.” The StableLine range is exclusive to Trilanco. 8 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
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Redpin stable grows REGIONAL magazine publisher Redpin Publishing has acquired The Native Pony from Hillaine Publishing. Redpin’s first edition of the bi-monthly title will be the October issue. “To celebrate [our acquisition] we will be increasing the pagination [number of pages],” said Sara Haines, director of Redpin Publishing. “Native Pony will continue in bi-monthly format and we are looking forward to developing and re-invigorating the magazine. “Native ponies participate in a broad range of disciplines from showing to dressage as well as being stalwarts of many a Pony Club home,” added Sara. She confirmed that Redpin will continue to work with native pony breed societies and associated groups.
NEWS IN BRIEF •
Supplies of SOS identity stickers, designed to be attached to saddles to help reunite horse and rider should they become separated, are available to BETA Retail Members to hand out to their customers. The self-adhesive, water repellent stickers can be filled in with name, address and contact numbers. Contact BETA on 01937 587062 for details.
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Cleaning and disinfection specialist Aqueos has reached a distribution agreement with wholesaler Battles. Aqueos is a water-based disinfectant dispensed via wipes, sprays and hand sanitisers to cleanse people and animals. The product is said to be effective against strangles, ringworm and 99.999% of most bacteria, fungi and viruses.
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Ariat, Dodson & Horrell, Point Two and KP Equestrian are among the companies donating prizes for a ‘Budget Busting’ raffle to raise funds for Saddle Up for Spinal Research. The proceeds will go towards the charity’s research into spinal cord repair. Established 11 years ago, the Saddle Up campaign is specifically for horse riders. Its patron is Ginny Elliot MBE and supporters include Mary King and Andrew Gould. Raffle tickets are priced at £2 each and can be purchase until the eve of the draw on 2 December. See www.spinal-research.org or call 01483 898786.
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KM Elite Products has become a distributor for Equi-Ping. Highly commended in the ETN/BETA International 2011 Innovation Awards, Equi-Ping offers a safe way to tie up a horse in the yard, stable or to the inside or outside of a horsebox. Should the animal panic or pull back sharply, the device ‘pings’ open. Equi-Ping is reusable, comes in six colours on presentation cards and retails at around £5.99 each.
• Western Horse UK, Britain’s only Western
riding and American horse magazine, scooped two first prizes at the American Horse Publications Awards in San Diego, California, earlier this summer. The title is edited and published by Tally Wade.
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Aquamax is offering retailers a free Fine Tine Fork (worth £35) when a pallet of the wood crumble bedding is ordered. Said Paul Groombridge from Aquamax: “By providing our stockists with a free gift that they can turn into profit, we hope that they will consider buying in bulk to keep supply levels constant for winter. Last year we found that the snow and ice meant that more horses were spending time indoors, and people got caught out.” Each bag of Aquamax weighs 13.6kg and expands when in use. Supplied in waterproof bags, it can be stored outside if required. Offer closes 30 September.
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Survey reveals positives behind the headlines THE newly published Overview Report on the British Equestrian Trade Association’s 2011 National Equestrian Survey illustrates how the turbulent economic climate has brought changing trends to the equestrian sector over the past five years. New spending patterns, along with significant changes in riding and riding habits, have emerged as both trade and consumer adapt to tougher times. Key factors – featured in greater depth in the survey’s structural report – are explored across a broad spectrum of issues, including levels of participation in equestrian activity, expenditure involved and reasons for riding. The specially commissioned
survey, conducted by Sportswise, takes place roughly every five years to provide accurate statistics and reliable estimates, and allow macro trends to be monitored. Headline findings from the latest survey reveal that 3.5 million people in Britain have ridden a horse at least once during the year 2010/11. Although this is a 19 per cent decline since 2005/6, it is still 1.1 million more than in 1998/99.* It’s a similar story for regular riders – those who ride once a month or more – with estimates revealing a drop to 1.6 million riders but showing a 14 per cent increase since 1998/99. When questioned about the reasons for giving up riding, 42 per cent of ex-riders – 1.3
million – indicated that they planned to ride again in the future. Of those who had stopped riding, expense and time were cited as the main barriers. At the same time, more than half of ex-riders returned because they missed the pleasure of riding and 8 per cent went on to buy a horse. It is expected that participation will grow as the economy improves and there is greater affordability. This, coupled with considerable overall growth in riding since 1998/9, brings a positive longterm outlook. For those who ride, the reasons for doing so have changed since the 2005/6 survey, with many showing a marked interest in riding for
pleasure, schooling, riding lessons, competition – both affiliated and non-affiliated – and hunting. Although horse riding remains an activity for the young, with 48 per cent of regular riders aged 24 and under, significant growth has appeared among those aged 45 and over. In 2005/6, they accounted for just 13 per cent of the riding population but, five years later, this has risen to 20 per cent. There are an estimated 900,000 horses owned by 451,000 private individuals. Although the number of privately owned horses has fallen 300,000 since the 2005/6 survey, the figure is exactly the same as in 1998/9, showing no overall decline in just over 10
years. When you add the 88,000 horses owned by the professional sector, however, the overall number of equines in Britain reaches almost a million. The average purchase value of a horse is £2,160, just £10 more than five years ago, and the way in which we keep them is almost the same, although there has been a 7 per cent drop in those living out all year round. The report estimates that direct expenditure for the upkeep and care of horses stands at £2.8 billion – £3,105 per horse, per annum – compared with £2.6 billion in 2005/6. Other costs involved in owning a horse are estimated at £557 million a year, including £191 million on footwear and £129 million on riding hats and body protectors. The gross output of the equestrian sector is valued at £3.8 billion a year, lower than previously, but reflecting the shrinking consumer market caused by the economic downturn. It is still, however, an extremely large figure in its own right, boosted significantly when other equine-related activities such as racing (an estimated £3.7 billion) and major equestrian events (an estimated £6 million) are factored in. • BETA members who requested a copy of The National Equestrian Survey 2011 Overview Report when completing their membership renewal forms will automatically be sent one. Other members can still order one.
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A full structural report will soon become available and can be bought for £200 plus VAT by members and £360 plus VAT by nonmembers. Separate Feed & Bedding and Clothing, Equipment & Saddlery reports will be on sale in October.
* The variation between 2006 and 2011 estimates might be partly a result of margins of error in each survey. The actual number of people who have ridden in the past 12 months could be several per cent plus/minus the proportion shown in the survey, for example.
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 11
Retailers “want their cake and eat it” Dear ETN, So a few retailers are disgruntled beca use Zebra Products has opened a clearance store in North Wales [News, ETN May issue]. I wonder if those same retailers have ever purchased direc tly from a factory? I, for one, am delighted that Zebra Prod ucts has made a stand and believe the ‘outcry’ is indicative of the state of the industry right now. I am very sad to note that BETA is comp licit in helping create a huge problem at the annual BETA Internation al event. Year after year, we see more Indian and Chinese factories sellin g their wares directly to the retail trade. These are the very same people who supply the manufacturers who are spending an increasingly high fee to BETA International for the opportunity to sell to a decreasing numb er of visiting retailers. You cannot lure the manufacturer with the promise of an international sales platform and then offer our custo mers the chance to cut us out! Despite the injustice of this, it happens - but if the retailer can go direct to the source factories, why can’t the manu facturer/wholesaler go direct to the consumer? Surely it works both ways ? It strikes me that retailers (with a few exce ptions of course) want both to have their cake and eat it. For exam ple, I grow increasingly concerned that it is becoming acceptable to adve rtise a company’s full catalogue on a website whilst carrying no stock to meet the subsequent consumer demand. In the past, the ‘division of profit’ - with the retailer making double the profit of the manufacturer - has been unde rpinned by the fact that the manufacturer is selling in higher numbers. We buy a thousand to sell ten each to a 100 retailers. If they buy ten each, this model stands up well; however, these days, they only want to buy one or two. The irony here is that the retailer never has what the consumer wants and so relies on the manufacturer’s ware house stocks to meet demand…and guess what? When they go back to the manufacturer, they find they have had to flog the stocks off to meet their commitments to their suppliers and ensure they can afford to bring in the next collection! And yes, Ebay, equine fairs and clearance stores are the only way that some manufacturers and wholesalers have to keep afloat. And frankly, why throw away most of your profit when you can sell direct and keep it all to yourself? It’s interesting to note that, when a retail er follows the tried and tested model, and commits to both the brand and the consumer, they sell more. Interesting, but hardly surprising; as cons umers in the UK, we can largely buy what we want, when we want– and we want it now! From the start, Fuller Fillies has maintaine d we will never sell direct to the public, and that doesn’t change. We strive to support our retailers by absorbing rapidly increasing costs, main taining our profile for their benefit by advertising continually in the consumer media and offering them and only them the opportunity to capitalize on hugely reduced discontinued and ‘out of season’ stocks. This is our commitment as a manufacturer. The retailer’s - and let’s remember they’ re also called ‘stockists’ obligation is to support the manufacturer by stocking their products and offering it for the consumer to try and buy. They need to run their businesses efficiently, maintaining RRPs and clearing the decks for new season products, preferably which have been ordered well in advance of the season, thereby helping the manufactu rer to offset at least some of the risk they take each and every time they order. Retailers, if you fail to make this comm itment to your suppliers and your customers, please do not gripe when your manufacturer/wholesaler does what they have to do to ensure they are still in business next season. The equestrian industry in the UK is contr ived and difficult. But with sound leadership and failing that, a little proactivity, it could once again be a world leader. Zebra Products in my mind at least, has earned its business stripes. It’s about time we, and other manufacturing companies/wholesale distributors were given the support we deserve because, without us, you’ll all be out of business! Yours etc Suzanne Wild, designer/managing direc tor, Fuller Fillies, Fitzwilliam, West Yorkshire.
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omas, commercial ETN asked Claire Th rnational te manager of BETA In y to the points repl organiser EMC, to out BETA Suzanne makes ab International.
for tive trading platform offers a highly effec erseas, although we ov “BETA International d rs from the UK an . exhibitors and visito in exhibitors from Asia in recent years n tio uc red tirely at the a en is t en ev have seen the g rin es place du The business that tak ls concerned. ua ivid ind of n tio discre 08 were retained for BETA International 20 percent increase m fro es rat n tio ibi ee “Exh 2009 and 2010; a thr BETA Internationals . 11 20 in was introduced of Circulations by the Audit Bureau ed rm nfi co are s welcomed 4,443 “Visitor figure single entries only. We (ABC) and based on r in 2010 and 4,839 in 2011. fai visitors to the trade supporting the onal is committed to ati ern Int TA BE er, ev “As equestrian trade.”
How to have an ecstatic customer... Dear ETN, During more than 30 years in the trade, I’ve had good service from all of my suppliers and wholesalers. This year, however, I’ve had a manufacturer go that extra mile. I have a regular side-saddle customer who last year came in and spotted a Wembley cut-away jacket and a lemon waistcoat that fitted her perfectly and which was ideal for her astride and dressage classes. She came back early this year and asked if it was possible to make an apron to go with the jacket as in the summer, her wool side-saddle habit was too hot. So I sent the jacket back to Mears of Walsall who said they would try to match it. Mears hadn’t got quite the same colour blue and they hadn’t used that fabric for some years, so they sent the jacket to the cloth manufacturer to see if they had a piece of that cloth with which to make an apron. Meanwhile, my customer had purchased an off-sided side-saddle, so requested an apron for the other side too Last Thursday, I received in the post the jacket with left and right aprons all in the same material and with no extra charges. Today my customer came in and tried on the jacket and both aprons. They were a perfect fit and I had an ecstatic customer. Thank you very much John Mears & Co, Walsall. Yours etc Sharran Hurst, Hurst Saddlers, Wigston Magna, Leicester.
ETN welcomes letters to the editor. Please write to The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or email editor@equestriantradenews.com Correspondents are asked to supply their name and business name; requests to publish letters with name withheld will be considered individually. Please note that letters may be edited for reasons of space and clarity.
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When the going ...the tough get marketing, says Ken Lyndon Dykes.
I
s the most successful product necessarily the best on the market? Is every ‘must have’ product really necessary? Is it possible to analyse the relative importance horse owners attach to ‘safety’ as opposed to ‘fashion’? Can equestrian retailers always provide sufficient information about every product on their shelves? Can we objectively measure the influence of elite rider patronage of a product? In general – and with a few notable exceptions - does the equestrian industry invest sufficient time and money in research and development? Do genuinely innovative, mouldbreaking ideas receive the praise they deserve? Do UK manufacturers manage to endow their products with the ‘sexiness’ that makes so many continental brands attractive? I submit the answer to all these questions is ‘no’ emphatically so! Maintaining a competitive position long-term is tough. New product failure rates tend to rise in times of economic recession, not because hardpressed buyers are scrutinising every penny, rather because investment in marketing is often mistakenly reduced when the market is perceived as difficult. Limiting innovation, product development and marketing is to risk losing out when the economy recovers. Albion, led by Paul Belton, has
done some outstanding work. Paul himself has worked with international riders to produce some notable innovations. The Albion strategy is surely based on analysis of product positioning – something that I believe is essential for long-term success. Albion hasn’t sent out a multiplicity of confusing signals; the firm has been clear and lucid in what it wants the market to ‘feel’ about its products. And the perception is has created is related – in my words, not theirs - to perfection and performance. The Albion ‘stable’ of sponsored riders is regularly extended and updated and it includes some really big names as well as some young riders on their way up. Albion selects stockists pretty carefully and, being one, I like to think that it selects its retailers with due regard for ability to provide the client with a comprehensive service.
The entrepreneurial spirit is often triggered in times of adversity.
We sell a fair number of Albion saddles - but do I think Albion is the best brand on the market? Well, I think Albion is one of the most recognisable brands because it has successfully positioned itself to be associated with the most important element of good marketing – success. I admire the Ideal Saddle Company. They First Thought Equine has have built an made massive investment image on in developing an innovative range of saddles. ‘professional’, ‘dependable’, www.equestriantradenews.com
g gets tough...
British team dressage star Emile Faurie is one of the ‘really big names’ in the Albion stable. He told ETN: “I use an Albion Royale [pictured]. I’ve ridden in Albion all my competitive life and have been sponsored by them since 2000 so it’s a long standing partnership. Their saddles are logically cut to suit the rider. When [my top horse] Elmegardens Marquis came to me he was quite weak in the back but the saddle has played a key part in helping to develop and strengthen his back. It enables him to move freely.”
‘solid’, ‘reliable’, ‘good to work with – and for’. They take quality control seriously. In one sense, they embrace old-fashioned standards – but they combine them with a marketing programme that’s carefully targeted. Another firm that I admire for ability to see the bigger picture is Thorowgood – now known as Fairfax Saddles. Rupert and Vanessa [Fairfax, directors]are doing some absolutely impeccable work developing a wide range of well-designed, high quality leather saddles that embrace the middle and elite sectors. Their synthetic saddles remain among the very, very best on the market. Speaking personally, I’m very aware of the time they are prepared to spend with their retailers to get the operation ‘right’. Dealing with them is not only painless – it is a pleasure. Of course, David Kempsell and Maggie White of First Thought Equine deserve an accolade. They have made a massive investment of their time – and money – in developing an innovative range of saddles and along the way they have weeded out development problems with infinite care. www.equestriantradenews.com
They transformed the faith they had in their products into a meaningful marketing programme that really got their message across. Businesses and consultancies set up in times of recession frequently do notably well. The entrepreneurial spirit – and we have plenty of that in the UK – is often triggered in times of adversity. First impression may be that starting an equestrian business in a recession is little less than madness. After all, for most owners their horse is more luxury than necessity and so one would assume that they will all make a decision to cut their spending down correspondingly to absolute necessities. Of course – and fortunately for the industry – most owners don’t apply this sort of economic sense and many would go without necessities themselves rather than deprive their horse of ‘treats’! About the author Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international threeday event rider.
Good looking boots
Toggi gets nautical TOGGI’S new range of high performance outerwear is aimed primarily at the sailing market, but works equally well as country clothing. Indeed the nautical look is ‘in’ this season. Named Coast to Country, the collection features highly technical waterproof jackets that offer extraordinary levels of breathability. Leisurewear pieces are designed for comfort, style and durability. The Solent gilet (pictured) is made from waterproof, breathable microfibre peached twill fabric with DWR coating to ensure day long warmth and protection. t Finest Brands International 0113 270 7000.
Radical approach to wound care REMARKABLE claims are made for a new wound care product just launched by Horseware Ireland and Lyvlee. Leucillin, a hypochlorous solution that fights bacterial, fungal and viral infections, is a four-in-one wound wash, treatment, healing and preventative solution. It’s endorsed by eventer and trainer Lucinda Green. The active ingredient in Leucillin is a chemical which is naturally produced by the body to fight infection caused by invading microorganisms (bacterial, viral and fungal). The vast majority of anti-bacterial solutions available on the market supply 99.9% (log 3) efficacy. Leucillin, says Horseware, is >99.99999% (log 7) effective. Leucillin is reportedly so effective it kills all bacteria on contact, leaving them no time to mutate and multiply. With no surviving bacteria there’s less resistance to healing and reduced recovery time. The product is non-toxic, safe to use even near the eyes and mouth and contains no banned substances for competition. t Horseware Ireland 00 353 429 389000.
NEW Dublin Tempt Tall Boots are a stunning addition to the brand’s footwear range. Suitable for riding or casual wear – they look great with jeans, they’re made from soft leather with a fashionable top boot design and natty tassel zip with contrast stitching. The cow suede leather lining is complimented by a tartan fabric cuff. An RCS [rider comfort system] footbed features too. In black or brown, they retail at around £159.99. New Dublin Zenith Boots, meanwhile, are made of full grain leather, feature the RCS footbed and have a Tough Tech outer sole for comfort and durability. Leather-covered elastic at the back of the calf, plus a YKK back zip, make for a good, snug fit. In black or brown, with regular and wide fitting options, the Dublin Zenith retails at around £149.99. t Weatherbeeta 01295 226900.
Shaped for close contact THE Jumper's Horse Line branded Half Wool Collection includes this new saddlecloth especially shaped for close contact and jumping saddles. Also available in dressage and GP styles, the numnahs and saddlecloths are high cut at the withers with broad panels to fit a good range of saddles. A part wool lining provides comfort without bulk. In black or white, medium and large sizes, they are machine washable. t Westgate EFI 01303 872277.
Carrots joins the club! CARROTS has teamed up with the popular book and TV series The Saddle Club to bring young riders a range of funky equestrian fashion. Each item is designed with horse and pony addicts in mind. There’s a small collection of trendy Saddle Club Polo Shirts in either Pink Pony design or Purple Argyle which can be teamed with co-ordinating Saddle Club Socks. t Carrots UK 01245 445362
Waterproof breeches for winter riders NEW Funnell Ladies’ Belgrave Waterprof Winter Breeches have joined the Tagg range. Made from a woven, bi-stretch combination of Coolmax (16%) and Tactel (79%) fabrics with 5% elastane and a fluffy, brushed inner, these winter weight breeches are perfect for hunting or riding in changeable weather. They come in beige with a stylish pleated front, poppered slant pockets, a low waist, self strapping at the knee and belt loops on the waist band. The trade price is £50. Waterproof Oakland winter breeches are now also available in a gents’ version under the William Funnell brand from Tagg. t Tagg Equestrian 01636 636 135 . 16 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
For trendy terriers BUFF Headwear has introduced Toy Dog Buff for toy and terrier types to its canine range. Like the human versions, Dog Buff is a seamless tube of polyester microfibre which is breathable and stylish. Treated with Polygiene, a silver ion treatment which renders the fabric uninhabitable to bacteria that cause nasty odours, it stays fresher for longer. Presented on a bone shaped header card, Dog Buff features a retroreflective stripe of 3M Scotchlite on either side. It retails at around £7.50. t Buff Headwear 01707 852244. www.equestriantradenews.com
Setting a fashion marker OUR image says much about the country clothing/equestrian trends this autumn/winter. The shiny waistcoat and sweater – both hooded of course – is teamed with jeansbreeches, now back and much refined after they were first in vogue 25 years ago. This duck down Cavallo Sally Waistcoat is cut to flatter with its drawstring waist and clever stitch detail. Water-repellent and breathable, it has breast pockets, a two-way zip and zipped hip pockets. The retail price £129. Sally is teamed with the Cavallo Shena sweater for women and teens with a lined hood. In grey and blue melange, it retails at £65 for women and £55 for teens. Cavallo Clio Jeans Breeches, in blue jean, black and coffee retail at around £165. t Zebra Products 01352 763350.
Bespoke bit service WHAT’S believed to be the first ever online bespoke bit service has been launched by Bombers Bits, distributed in the UK by Equine Management. By visiting www.bombersbits.co.uk consumers can browse the off-the-shelf collection as well as ordering a bit tailored to their horse’s needs using the site’s ‘design your own bit’ service. Shoppers can choose whatever mouth piece, cheek piece and size they require and customise each bit with personal instruction. On receiving the email order, Bombers Bits respond with a quote and estimated turnaround time. The service can be offered via retailers too. t Equine Management 01825 841303.
Dressage saddle to die for? THE New Amerigo Cervia Siena dressage saddle has been developed in partnership with vets, therapists and international riders. It retails from £3,225. Made in soft calfskin, the Cervia Siena features a wool felt panel said to offer excellent weight distribution across the horse’s back. The saddle allows the horse to stretch over its top line too, helping lift the back and therefore move the shoulders away from the saddle tree area, says Amerigo. The girth straps can be placed individually to suit different confirmation. A monoflap option is available and colours are black or brown. t Zebra Products 01352 763350.
Keeping kids cosy in the saddle SMALL children are so easily put off riding if they get cold and/or wet that a waterproof, warm yet nonbulky jacket is a must. Outdoor clothing brand for kids Kozi Kidz has launched a Riding Jacket which more than meets those criteria. Waterproof and breathable with zipped vents for extra flexibility, the jacket is cut to fit over a body protector. Additional features include adjustable inner and outer cuffs and back reflectors for increased visibility. There’s also a detachable hood and zipped pockets. In pink or grey, the RRP is £59.95. t Kozi Kidz 01302 746680. 18 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
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Treat for traditionals
Clothing “improves rider position”
MANE & TAIL Builder is new to Supreme Products’ Heritage Collection for native breeds and ‘traditionals’. It’s ideally used weekly, applied to a dry mane, tail and coat and left in. It can help revive rubbed and bare patches as well as protecting and enhancing hair. A 250ml bottle retails at around £8.99. t Supreme Products 01377 229050.
POSITION Perfect from Centaur Biomechanics is a range of clothing designed to improve the rider’s position. Various lines placed on the garments visually highlight common faults such as crookedness, shoulder drop, straight arms and rib cage shift. The Position Perfect collection comprises winter and summer jackets, leisure shirts for men and women plus children’s wear. Wind and rain proof performance fabric has been used, with many colours, sizes and a bespoke service available. t Centaur Biomechanics 01926 651657 .
Tack trolley is made in GB HAVING created great interest on its public debut at Hickstead last month, the Tack Trolley from Stable Boyes is now offered to the trade. Made in Britain using plastic moulding and a metal frame, the trolley can carry saddle and bridle while it also has two useful trays for other items of tack. A Western version is in production. Said Charlotte Boyes who created the product: “Show riders [at Hickstead] who have to strip their ponies of tack during a class and those riding side saddle immediately took to the idea. “Carriage drivers loved that the trolley could accommodate their harnesses, and owners with horses on livery or yards at home were very interested as the trolley could wheel their tack safely from their stables to the house at night.” The trolley retails at £159.99 plus £20 delivery in the UK. Trade prices are available. t Stable Boyes 07885212885.
Hair today, gone tomorrow! THE CarPET lifts, gathers and removes pet and horse hair from any surface with ease. It works on furniture, soft furnishings, clothes, numnahs and fabric girths to get rid of unwanted hair in a hurry. With washable horsey gear, that saves clogging up the machine too. Run along any hairy surface, the CarPET quickly picks up even the shortest, embedded hairs that are often too stubborn for a vacuum cleaner. The device can be used repeatedly and is small enough to keep in a handbag, kitchen drawer or tack cleaning kit. t Wicked or What 01285 760656.
Branching out As an equestrian retailer, you’re in contact with loads of horse people who are in the market for items you simply can’t stock. So could you increase your income by earning commission on sales of items such as insurance, trailers, stables and riding holidays? Rachael Holdsworth investigates.
F
inding new revenue streams is one way of increasing turnover. It will also create fresh interest and may attract more customers. But think outside the box; it’s not just products on your shelves that can turn a profit. Equestrian retailers are increasingly looking to other services to add value and profit. Lindsay Redfern of Riseholme Feeds in south Nottinghamshire recommends working with other local suppliers to maximise opportunities in the equestrian market place. “I have a commission arrangement with the local Ifor Williams [trailers] dealer. They are fair and good to deal with. We act as a showcase with literature, a board outside and a trailer on display. When a customer buys a trailer they can come and collect it from here. It’s about giving a better service to our customers,” she said. Rug washing and repairs is also appreciated by customers. “We use someone in the local town,” said Lindsay. “They collect once a week and return the clean, mended rugs the following week.” Riseholme Feeds also works with a manufacturer of poultry hutches, wooden show jumps and picnic benches. “People want advice and it keeps business in the area, supporting the local economy. It gives us more products to show people and money isn’t tied up in stock. It brings more back than you realise. If it doesn’t work, then they just take them away,” said Lindsay. Some companies are more receptive to the idea of referrals than others; it’s a case of finding out what works well for both
parties. Lynda and Roy Taylor of G G Engineering manufacture Arena Mate arena and paddock maintenance equipment plus tackroom security and Quadsafe. “We already work with several companies who recommend our equipment on a commission basis. We demonstrate the equipment to prospective purchasers and deliver nationwide,” said Lynda. Stable manufacturers, arena surface suppliers, fencing and maintenance equipment companies are already frequently working together but it’s worth investigating referral opportunities with local companies, particularly if you have first-hand experience of a job well done. Some products are not viable to stock because of high value or a need for in-depth technical knowledge to sell them. Serena Hickson of FMBS Therapy Products sells the Activo-Med range of pulsed electromagnetic therapy and massage rugs. “Retailers talk to people all the time and are often asked to recommend products or services. They find out what people are looking for but they don’t necessarily have the time or the in-depth knowledge to explain a system like Activo-Med. We run a referral scheme that rewards retailers for sales made on their recommendation,” said Serena. She also suggested demonstrating therapy equipment at retailers’ open days or that retailers could buy a reconditioned therapy system to offering for hire. Unless you have lots of space, selling show jumps may seem an
It keeps business in the area, supporting the local economy.
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FMBs, suppliers of therapy systems seen here on one of William Fox Pitt’s horses, offers a referral scheme that rewards retailers for sales made on their recommendation.
unlikely prospect. However, Polyjumps’ clear and colourful brochures mean that selecting wings, poles and fillers can easily be done with your customers over the counter. “We offer trade terms to retailers and are happy to drop ship directly to their customers,” explained sales manager Sarah Metcalfe. “Our smaller items, such as the block, are easier to stock but we accept that many retailers don’t have space for a full set of show jumps, so drop shipping works well. “We have some [trade] customers who make money without even touching the product! But it gets our product out there and keeps our customers happy.” Networking and first-hand experience are common catalysts for an association with a supplier. There’s nothing like losing your tack or trailer to get you focussed on investigating security equipment. Having done all the research, a retailer is in a good position to pass on advice to other horse owners - having first secured a commission arrangement or trade terms with security or insurance provider.
While bedding sales prompt regular visits to a retailer, stable mats are often a one-off buy. However, the clued-up retailer could advise on types and weights available, arrange drop shipping to the customer and claim his or her commission. Whilst many ideas succeed with product knowledge and recommendation, there are other areas that require caution. Offering riding holidays might seem like a useful idea but companies we spoke to said they needed to talk directly with their customers to allow them to tailor the holiday accordingly and manage their customer’s expectations. Often the most successful referrals and commission arrangements are made locally; they could even involve the livery yard, riding instructors, farriers [a growing of number of which are reportedly looking for more work] or show centres. The key is a strong, mutually beneficial relationship between the two parties. Like every relationship, effort is required from both sides.
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Ten old wives’ tales busted!
There’s no need to wait to ride when chopped fibre such as Hi-Fi Lite is fed.
Dengie’s customer research says that horse owners are most likely to ask their feed stockist for advice – so you’re ideally placed to dispel the myths that abound on stable yards, says Katie Williams M.Sc. (Dist) R Nutr. 1. I want a feed that gives my horse more sparkle but doesn’t make him fat. Unfortunately energy from quick release sources will still be stored as fat if it isn’t used for work and so there isn’t a feed that will promote sparkle without weight gain. Making sure the diet is balanced with vitamins and minerals is the first step as these nutrients are involved in energy metabolism and a shortfall can result in lethargic behaviour. Broad spectrum supplements such as Dengie Leisure Vits & Mins provides a balanced diet without any additional energy. If the horse isn’t overweight then quick release energy from cereals can be used to try and generate a bit more enthusiasm but if no effect on behaviour is achieved, remove from the diet to avoid weight gain. 2. I give my horse a bran mash because it will stop him getting impaction colic There is no evidence to show that bran acts as a laxative. In a study at Cornell University there was no difference in faecal moisture levels even when horses were fed 50% of their diet as bran. Bran is often thought to provide fibre but in reality it is actually lower in fibre than oats! 3. My horse comes out in lumps and bumps if I feed him protein It is true that proteins within a feedstuff can cause allergic
responses but this doesn’t mean that all protein causes a problem. For example, someone who is allergic to a protein in peanuts can still eat meat which is also rich in protein. It is the specific feed material that needs to be avoided, not all protein. 4. My horse is in hard work so I have to use hard feed Horse owners are often surprised to learn that high quality fibre combined with oil such as Dengie Alfa-A Oil, can provide as much energy as a competition mix. This means that it is perfectly possible to supply sufficient energy to meet a horse in hard work’s energy requirement. Naturally forward going horses regularly complete events such as Burghley and Badminton on forage and oil diets as this helps to keep them calm enough for the dressage. What is important is ensuring the diet is balanced with the right levels of vitamins and minerals and in particular electrolytes, for a performance horse. 5. My horse tied up and I’ve been told I’ve got to feed him a low protein diet Protein has been blamed for a multitude of diseases and problems and it is only over time that it has been found “not guilty”. Muscle problems previously referred to as “setfast” or “azoturia” have been redefined
22 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
as either PSSM - where glycogen keeps accumulating in the muscles causing pain and restricted function, and ERS which is related to a calcium irregularity in cells that seems to be exacerbated by high starch diets. The general advice for both problems is therefore to remove starch and sugars from the ration and use fibre and oil as energy sources instead. Dengie Alfa-A Molasses Free would be ideal as it contains no added sugar but still provides enough energy to support horses in work. A balanced diet and electrolytes are also important in reducing the risk of these problems occurring. 6. Horses need an hour’s rest after they’ve been fed before they can be ridden. This is certainly true for cereal based feeds as it is not desirable to compromise the digestion of starch which can cause problems such as colic. However, we
wouldn’t think anything of interrupting our horses whilst they are eating their haynets or bringing them off grass to go for a ride. Similarly, if you use a chopped fibre feed such as Dengie Hi-Fi or Alfa-A ranges, rather than cereals as the bucket feed, then it isn’t necessary to wait an hour before riding. This is because fibre is digested much further down the digestive system and can actually spend days being digested there. Some common sense needs to be applied in relation to the type of work being done and whether the horse has a history of colic but generally light to moderate work should be fine. 7. Horses can only be got properly fit when stabled and kept off grass. This myth probably stems from the fact that a lot of racehorse trainers don’t turn out either because they perceive their horses too valuable to risk injury or because they simply don’t have the space or time to turn out a large yard of horses. www.equestriantradenews.com
Horses can work quite happily on good quality, chopped fibre feeds.
It is a shame that this myth abounds as there are so many benefits to turning horses out even if only for a few hours a day. Good doers are the only group where access to pasture can justifiably be restricted as being overweight is clearly not conducive to performance. 8. Horses should always be made to drink before feeding Most horses have unlimited access to water these days but if you’ve come back from a ride and want to feed but your horse hasn’t had a drink, is it ok to go ahead and feed? The answer to this one is that as long as the horse has settled down and his breathing and heart rate are all back to resting levels and he is tucking into his haynet, then it’s probably fine to feed. As we all know you can’t force a horse to drink and so you could be waiting a long time before he does. Horses often don’t like fresh tap water, much preferring water from the field tank. For stabled horses it is worth trying flavourings or leaving water to stand for a while before offering it to encourage them to drink more. This will help reduce the risk of colic.
the body all of which is an inefficient process. It is far more likely that an excess of energy and other factors such as being stabled for long periods are the cause of over-excitable behaviour. 10. High levels of ash in a feed mean it is full of rubbish Ash is often perceived to be some kind of filler added to the feed that is basically useless to the horse. In fact, it is the inorganic constituents or minerals of the feed and includes calcium, potassium, magnesium and phosphorous. Far from being rubbish, it is actually an indication of the levels of minerals the feed contains and so higher levels mean the feed contains more minerals. t Dengie 01621 841188.
9. Protein fizzes my horse up The primary function of protein is to repair and build cells and tissues. If surplus protein is fed, it is broken down in the liver with the carbon fragment available as a source of energy. The nitrogenous part is excreted from www.equestriantradenews.com
Keeping a weather eye Will it be a mild, wet one or a long, cold one? Clare Barfoot of Spillers suggests what you can stock to cope with any eventuality this winter.
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Native ponies should spend the winter living off fat reserves accumulated over the rich summer months, not being over-fed and over-rugged.
s a retailer, knowing what to stock and when is key to a profitable business. But what was successful one year may not be another; so adaptability is the name of the game! Traditionally horses came into the stables from their summer at grass around the beginning of September to go hunting, do winter competitions or just because the grass quality and quantity had declined and they were in need of extra sustenance. They used to stay stabled at least at night until early May. However, as our weather patterns have been changing so has our grass growth, making the traditional winter feeding season shorter and shorter. Nonetheless, there are new opportunities that can be explored in order to support your business.
Forage shortage As I write, we still don’t know if there will be a genuine UK-wide shortage of hay and haylage this year, although some areas of the country may well see inflated forage prices due to lack of supply. Most horses’ diets will remain based on hay or haylage, however it’s worth reminding horse owners that there are several alternatives on the market that can both directly replace hay such as Spillers Happy Hoof or Dengie Hi Fi or generally increase the fibre level in the diet such as high fibre cubes or the various chops and chaffs available on the market. The other issue with which we may be faced is poor quality hay or haylage. On this basis, it is worth mentioning to customers that they can have their hay or haylage analysed. Most of the major feed companies offer this service.
Laminitis Laminitis isn’t just a spring condition; it can strike at any time of year. In fact, we normally get a second flush of grass in the autumn which can see the incidence of the condition rise. Last year, we also saw laminitis during the extreme cold weather we experienced. We are not yet sure why this was, but if we have a similar winter this year we may see the situation again. Therefore it pays to make sure you have in stock products suitable for horses and ponies prone to laminitis, including those approved by the Laminitis Trust for example Spillers Happy Hoof or Speedibeet. Extreme weather conditions Last year saw the coldest December since 1890 which brought road transportation to a standstill and affected horse owners across the country, putting a stop to competitions, daily riding and turnout. If this winter proves to be as fierce, feed choices will be affected.
Try keeping abreast of the long term weather forecast to help predict weather fronts that may affect your product ordering patterns. For example, if a cold snap is forecast this may force horses to be kept stabled increasing their requirement for fibre and low energy, non heating feeds such as high fibre cubes or chopped hay replacers. In some instances the cold may contribute to a drop in condition so conditioning feeds, especially non heating ones, will be an ideal stock item. Stabling for long periods of time can also increase boredom which can in part be alleviated by the use of stable toys such as snack balls. Again high fibre cubes or horse and pony cubes are ideal for this purpose. Using different types of forage in the stable can encourage grazing behaviour for example hay in one corner, alfalfa in another and a chopped dried grass product another. Using doubled haylage nets can slow down eating, so keep plenty in stock.
The winter dieter The UK equine population is getting fatter with more than 50% of horses and ponies thought to be overweight, fat or obese. Winter should be seen as an opportunity to slim down porky ponies. Naturally, winter is when native ponies live off fat reserves accumulated over the rich summer months. In today’s modern environment we stable and rug our ponies which means they often don’t have the opportunity to lose weight and may enter the spring just as round as they entered the winter. This situation is unhealthy as years of being overweight can start to change a pony’s metabolism increasing the risk of conditions like insulin resistance and laminitis. Owners of overweight ponies should be advised to use the colder temperatures of the winter months to help burn excess calories, by not over-feeding or over- rugging. Although dieters need calorie restriction, they also need a balanced diet. An ideal product in this situation is a low calorie balancer such as Spillers Lite Balancer or Baileys Lo cal. Winter competitions Some horses and ponies competing at indoor dressage and showjumping shows and may need a higher energy feed to cope with the extra energy demands. Knowing your client base is really important in knowing what to stock. For example, if your customers are hunting or competing regularly they are likely to require higher energy competition feeds.
If this is the case it would be beneficial to stock a range of competition feeds including more cereal based traditional feeds supplying “instant” energy ideal for more laid back characters and feeds based on fibre and oil ideal for excitable types. Senior horses For many senior horses, the winter can be a challenging time. In fact, a horse coming out of the winter months looking lighter than previous winters may be the only tell-tale sign that age is catching up with him. For senior horses struggling to hold condition, a conditioning senior feed will be ideal (as long as they haven’t had laminitis). For those senior horses that are maintaining their condition well but would benefit from joint and digestive support, a senior maintenance mix is ideal. Feeding advice Many horse owners find choosing the right feed for their individual horse can be quite daunting as there are now so many options; but help is at hand. Many feed companies produce easy to read literature to help owners make the right feed choices, so make sure you keep your literature stores full and up-to-date. Also why not advise owners to call a company care-line to get tailored advice or just to check that what they are feeding is the ideal choice for their circumstances. t Spillers 01908 222888.
When hay and haylage are in short supply, useful replacers include Spillers Happy Hoof.
26 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Time to
diversify...?
As many merchants expand their feed ranges to cater for the rapidly expanding poultry and smallholder markets, Jane Buchan from Baileys Horse Feeds suggests what to stock.
W
hen considering diversification, market research is necessary to inform the retailer which new products or services are likely to sell. It makes sense to look at areas which are going to appeal to your existing customer base as well as those which will attract new ones. Indeed, many manufacturers, whose equine products you already stock, can already offer you ranges for non-equines which you can order alongside you usual purchases. These also give you the advantage of tapping into customers’ brand loyalty as www.equestriantradenews.com
products for other animals carrying a brand with which they are already familiar are more easily trusted and appealing. It’s widely known that large percentage of horse owners also have at least one dog so coats, feed and accessories for canines, from familiar equestrian brands, are a fairly safe bet. Upward poultry trend If you already stock horse feed and bedding and have the room, consider taking advantage of the continued upward trend in poultry keeping. Not only are existing customers likely to be joining in this trend but there is also the scope to attract invaluable new ones. EQUESTRIAN TRADE NEWS SEPTEMBER 2011 27
Many horse feed manufacturers also produce feeds for poultry and other animals, whilst shavings, and most other forms of baled bedding, are ideal for the hen house. Layers’ pellets are the obvious staple poultry feed which, along with mixed corn, are fed year round. Pellets provide a complete balanced diet, with vitamins, minerals and other essential nutrients, whilst those formulated for the hobby market also generally contain natural additives to enhance egg yolk colour. As with horse feed, there are more premium ranges with additional ingredients to support the health of the bird and the quality of the eggs as well as the more ‘standard’ feeds. Feeds manufactured for commercial production may contain ‘medication’, which is generally shunned by hobby keepers and breeders, although these larger agricultural manufacturers may also produce ‘medication-free’ formulations which are often also competitively
priced. Your existing customer base and familiarity with your local area will tell you how big an issue price is likely to be but it makes sense to cater both for those who will pay that little extra for something different as well as those who won’t. Mixed corn should ideally be fed as a treat alongside layers’ pellets, as it alone does not provide a balanced diet. Sales
Most good manufacturers will train staff about feeding different species. tend to increase during the winter months when extra calories are required to keep birds warm and in good condition. Poultry keepers who like to
breed or hatch a few eggs will need chick crumb and grower pellets, during the spring and summer months, to cater for young birds from 0 – 8 weeks and 8 – 20 weeks of age respectively, whilst there are also specialist formulations to cater for show birds and exbattery hens too. Most of these feeds are available in 20kg or 25kg sacks, whilst certain manufacturers also supply key products in 5kg bags which are ideal where storage space is a premium, for retailer or customer, or as a trial size prior to commitment to a larger sack. It’s also worth considering stocking feeders, fencing, supplements and other ancillary products to encourage greater spend and customer convenience. Housing may be a bit too specialised and space-consuming but you could display promotional literature for hen house companies and get commission on orders.
Smallholder ranges Like poultry, pigs have experienced a popularity surge, being kept both for the freezer and as pets. Those kept for meat can be fed a specially formulated finishing ration or a general pig feed and usually take four or five months from weaning to reach slaughter weight. Whilst poultry can be and are kept in gardens everywhere, the prevalence of other animals, like sheep, pigs, goats and cattle, is likely to vary from region to region. If you’re not sure whether there’s going to be the demand for specialist sheep, goat or cattle feed, most manufacturers produce a general ‘ruminant feed’ which caters for all species. Several horse feed manufacturers now produce feeds for poultry or smallholders which you can add to your normal order, increasing your
There are specialist formulations to cater for show birds and ex-battery hens.
tonnage and the possibility of price benefits. These feeds tend to be more popular with the hobby farmer, smallholder or specialist breeder who is happy to pay for additional nutritional benefits or organic or vegetarian formulations. Anyone who’s keeping animals on a more commercial basis is likely to be pricesensitive and as such, choose cheaper feeds from agricultural manufacturers. Camelids This term refers to llamas, alpacas and camels and, whilst not a traditional smallholder species, alpacas have become popular for their fleeces. Camelids tend to be gooddoers, surviving quite easily on grazing and forage, so specially formulated camelid balancers are ideal for providing essential nutrients without calories. Camelid mixes are also available and provide additional calories as well as a balance of vitamins and minerals so are ideal when forage is insufficient eg. during pregnancy and lactation.
Nutritional knowledge Your own knowledge of your area will give you some idea of how well feeds for pigs, ruminants and camelids are likely to sell; researching local smallholder associations and poultry societies will be useful and could present marketing opportunities too. Whatever feeds or accessories you decide to stock, it’s essential that sales staff are well-briefed, able to give customers basic nutritional advice and confident in recommending feeds and other products. Some nutritional requirements may be different for non-equines but several principles are the same so the task should not seem as daunting and most good manufacturers will be able to train staff about feeding different species. Most will also let you have products on sale or return and, once you’ve committed to a range, make sure they know so that they can add you to their list of stockists and promote your existence when talking to potential customers. t Baileys Horse Feeds 01371 850247.
www.equestriantradenews.com
Firing on all cylinders
Horses enjoying a drink with Horse Quencher
ETN brings you the latest feed-related news and products
No water, no fire
Lick ‘clears the tubes’
WHEN discussing feeding for optimum condition, water is often overlooked; yet without water nothing in the horse’s body will function. Water remains horses’ most vital nutrient. It carries other nutrients and oxygen around the horse’s body, without which the organs shut down. Horses can go weeks without food but only a couple of days without water. For every pound of feed ingested, a horse needs two to four pints of water for digestion. This means a 500 kg horse consuming 20 pounds of food a day needs a minimum of 7.5 gallons of water to process this feed. Additional water is necessary for maintenance. If horses don't drink enough, they will become malnourished, eating less because they cannot digest the food easily. Serious fluid disturbances can also cause colic due to excessive re-absorption of food from the large intestine. Drinking plenty of water also helps a horse improve fitness and overall athletic performance. It’s also essential to faster aftertraining recovery. But how do owners ensure their horses are drinking enough? Horse Quencher is a natural product designed to be added to a bucket of water to get horses drinking immediately. Available in packs of 10 sachets or tubs holding 25 or 144 servings for travel or yard use, Horse Quencher offers good margins and valuable repeat sales for the retailer. t Horse Quencher 01842 879161 or your local Westgate or Trilanco agent.
RESPIRATORY Horslyx is a nutrient rich lick containing menthol, eucalyptus and aniseed, all of which assist in keeping the airways clear of mucus whilst soothing any respiratory irritation. The combination of ingredients helps horses to breathe more easily and reduces the stress caused by respiratory compromise. Respiratory Horslyx is supported by a high specification vitamin, mineral and trace element package, which includes generous levels of the antioxidants selenium, vitamin C and vitamin E, plus healthy hooves package, making it a cost effective, all-year-round forage balancer. Respiratory Horslyx is available in 5kg and 15kg weatherproof tubs, retailing at around £12.70 and £24.40 respectively. t Horslyx 01697 332 592.
30 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Cereal-grain free cubes
Chaff reinvented
TOPSPEC CoolCondition Cubes are seriously cool and seriously conditioning! They are formulated without the use of any cereal-grains at all, so they are not just ‘oat-free’ or ‘barley-free’ but completely cereal-grain free. They have a good conditioning index of 12.5MJ/kg, equivalent to most cereal-containing conditioning compound feeds. The formula is very low in starch and sugar, yet high in fibre. The calories in TopSpec CoolCondition Cubes work equally well as a source of non-heating energy for maintenance, for performance or for gaining condition. These calories are balanced for protein with high-oil soya and linseed, and with available sources of calcium, magnesium and salt added. t TopSpec 01845 565030.
JUST Chop is a new high fibre, low energy feed made from meadow hay and premium oat straw. It reflects a time gone by, when chopped hay [chaff] was fed to horses that worked hard day in, day out, to fill them up and bulk out other feed. Just Chop is dust extracted with no added molasses or oils. It’s supplied in 20kg bags. t Just Chop 01335 310202.
One-stop-shop for stockists
HorseHage’s new cousin
THE purchase of John Loader (Wessex) Ltd by F H Nash Ltd in May 2010 saw the creation of a one-stop-shop for stockists of horse, poultry and smallholder feeds. Those looking for a budget horse feed brand can choose Hilight, while Badminton Horse Feeds sits in the mid-range and Baileys Horse Feeds caters for the mid to premium end of the market. Likewise, Fancy Feeds offers competitively priced, premium formulations for poultry, waterfowl and goats, while Badminton Country Feeds offers a comprehensive range for smallholders, including feeds for calves, cows, sheep, pigs, goats, llamas and alpacas - not forgetting Baileys Working Dog Bites. Customers can order all brands from either the Braintree office or the Fordingbridge office and the wide range of products available offers the possibility of larger single deliveries with consequent potential cost savings. Indeed, the company’s equine products are now so wide-ranging that they alone can cater for every equine’s requirements, from chaff or alfalfa to stud or high performance feeds. ‘Nash Reps’ now cover the whole of the UK and Ireland. Retailers who are unsure who covers their area should call the Braintree sales office for contact details. Not only can reps discuss pricing, ordering and which products to stock, but they can also offer feed advice to customers, both in person and by phone. Nutritional and product training is also available for you and your staff. t F H Nash (Braintree, Essex) 01371 850247. John Loader (Wessex) (Fordingbridge, Hants) 01425 658450.
NEW Mollichaff Condition, from the makers of HorseHage, is a highly digestible, high fibre, high oil, low starch mix. Designed as a complete concentrate feed to be fed alongside forage, it contains alfalfa, dried grass, oat straw, fibre pellets, barley, soya flakes, soya oil and mint, plus Yea-sacc and a prebiotic in addition to vitamins, minerals and trace elements. Soya oil provides essential fatty acids to help improve skin and coat condition. Yea-sacc and a prebiotic help maintain a healthy digestive system. The product is suitable for encouraging weight gain. All products in the Mollichaff range have the Universal Feed Assurance Scheme (UFAS) certification which means that they are manufactured under strict hygiene conditions from traceable ingredients. Horsehage offers staff training on all products. t HorseHage 01803 527257.
Super sustenance in a bag FIBREGEST from GWF Nutrition is a ‘non soak’ conditioning feed to sustain equines in maintenance or light work. A combination of digestible, ‘super soluble’ fibres derived from cooked sugar beet pulp, alfalfa leaf meal and lean black oats, it has added seaweed meal, bio-available minerals and vitamin E. Fibregest comes as palatable 3mm pellets. It provides conditioning and energy reserves for light work, and is particularly good for older horses and ponies with poor teeth, fussy eaters or poor doers. The product also contains GWF Nutrition’s Oatinol delivery system to help maintain a healthy digestive tract and a high rate of absorption of essential nutricines, vitamins and trace elements. Fibregest can be fed with a feed balancer, such as Equilibra 500 + Omega 3, to provide a sustained fibre digestion for the benefit of a horse or pony. A 20kg bag retails at around £11.20. Meanwhile GWF Nutrition’s Tiger Oats offers a palatable, low starch, high oil, high fibre energy feed - and gives energy without the fizz. Based on Scandinavian black and gold oats, the low starch in Tiger Oats makes this a non-heating product, reducing the risk of undigested carbohydrate reaching the hindgut and causing digestive upset. Tiger Oats are great for putting on condition, especially in winter. A 20kg bag retails at around £12.20. t GWF Nutrition 01225 708482. www.equestriantradenews.com
Golden oldies shine again ALLEN & PAGES’s Veteran Vitality Challenge – during which owners of older horses were invited to try the new feed for four weeks, record their findings and send them to the manufacturer – produced some impressive results. Said marketing manager Clara Baillie-Lane: “It was great to see so many older horses still healthy and active, even well into their thirties. It just goes to show that with the right diet even a veteran who may be losing his teeth can still bloom.” The five most impressive feed diaries were selected to win free feed for a year. Among them was Lisa Marie Cason from Bungay, Suffolk, owner of Mack who is pictured here, before and after the Veteran Vitality Challenge. A Welsh Section D, Mack is 33 and a true family pony. Owned by Lisa since he was four, he’s now teaching her young son to ride. “With his previous feed, I was unable to improve his topline despite my best efforts,” said Lisa. “But Mack now looks great after four weeks on Veteran Vitality. The difference in his coat is beyond belief. I feel I am doing my very best for him by continuing with this feed for the rest of his days.” Before. Part of the Allen & Page Barley & Molasses Free Range, Veteran Vitality is high in fibre, low in starch and sugar and with a balanced range of vitamins and minerals. Kind on the sensitive digestive system, it contains probiotics to promote good digestive health and is easily soaked to form a palatable mash for horses that struggle to chew. After. t Allen & Page 01362 822902. EQUESTRIAN TRADE NEWS SEPTEMBER 2011 31
Busy
summer for BETA... BETA gets involved with shows and sponsorships to raise the profile and highlight the work of the trade association and its members. Pictures by Bob Hook.
T
he British Equestrian Trade Association has been out and about over the summer promoting its work and that of member companies to the public at the CLA Game Fair and Festival of British Eventing, as well as supporting grassroots competition at the 2011 Spillers Trailblazers Championships. “BETA has had a very busy summer, with plenty of opportunity to promote the work of the trade association and our members,” said BETA executive director Claire Williams. “Attending shows throughout the country puts us before a diverse and cluedup audience, provides the perfect platform to explain how the trade association and its members can help, and allows us to develop a deeper public awareness of BETA. “As presenting sponsor of the Festival of British Eventing, we are able to raise our profile in a powerful and highly effective way. BETA puts a great deal of work into rider safety, and sponsorship is a great way to give something back to equestrian sport – whether it is an event such as Gatcombe, with leading international riders, or supporting grassroots competition such as the Trailblazers Championships.”
CLA Game Fair Temperatures soared as the BETA team made their way to Blenheim Palace, in Oxfordshire, for the CLA Game Fair, where they set up their colourful stand and prepared to welcome the 148,500 visitors who flocked through the gates of this famous stately home. The Game Fair ran from 22 to 24 July and visitor figures were the second-highest in the event’s 53-year history. Organisers were delighted with attendance and hailed 2011 a great success. A well informed audience of country sports enthusiasts was able to find out more from BETA on the importance of correctly fitting hats and body
BETA promoted its services and those of its members to an enthusiastic and knowledgeable audience at Gatcombe.
protectors, as well as learning about the BETA High Visibility Certification Scheme, which helps consumers to buy safety garments that are up to standard. Visitors to the stand were invited to join BETA’s Equestrian Consumer Research panel, set up to help the equestrian industry monitor the buying habits and attitudes of customers. Everyone who took part was entered into a prize draw to win gift vouchers that can be spent at the winner’s nearest BETA retailer. BETA also took the opportunity to introduce the new, online British Equestrian Directories, at www.britishequestriandirector y.com, a website containing two handy reference guides packed with literally thousands of key contacts from the equestrian, pet and country sectors.
Festival of British Eventing
The luxury hamper packed with £2,000 worth of horse-and-rider equipment proved a big hit on the BETA stand at Gatcombe.
32 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
BETA took up the presenting sponsor mantle at the Festival of British Eventing, Gatcombe Park, in Gloucestershire, for the sixth consecutive year, giving the trade association a high-profile presence at the event, which attracts more than 50,000 visitors. The event took place from 5 to 7 August, providing three days of thrilling competition – including the British Open, the Advanced, Intermediate and
Novice Championships and the Pony Club Team Show Jumping Championships, which are supported by BETA. This year saw the Heythrop Hunt Pony Club team of Betsy Glasgow, Alice Sandberg, Imogen Gloag and Alice Everett fighting off more than 20 rival teams to win. BETA executive director Claire Williams and chairperson Alison Sherwood Bruce presented each girl with a Thermatex rug and £20. The teams in second and third place were also awarded money - £15 each for second prize and £10 each for third, with rosettes given to sixth place. BETA’s eye-catching red, white and blue stand allowed the association to highlight its work to a large audience of keen and knowledgeable horse owners. Meanwhile, the BETA Trade Pavilion played home to RoboCob, the association’s mechanical horse, which provided the opportunity for both riders and non-riders to try out their skills in the saddle. Several BETA member companies – British Horse Feeds, Equilibrium Products, Haygain Hay Steamers, Hit Air UK, Protexin Equine Premium, South Essex Insurance Brokers and Thermatex – had stands in the BETA Trade Pavilion, where they did good business throughout the event’s three days. Doggy bandanas went down a treat with visitors to www.equestriantradenews.com
What every well-dressed dog was wearing – the BETA bandanas went down a storm with canine visitors and their owners.
the stand and, before long, nearly every canine at the show was sporting one in exchange for a donation to the RDA. This, coupled with money donated for rides on RoboCob, resulted in £445.83 going to this extremely worthy cause. In pride of place on the BETA stand was the luxury prize draw, in which visitors could win a hamper of horseand-rider equipment worth £2,000, including a saddle, horse feed, rider clothing, a riding hat, body protector, horse rugs, grooming products and an equine massage pad. The lucky winner turned out to be Samantha Leach, a 24-year old physiologist from Cheltenham. As part of its commitment to the trade, BETA hosted its annual Trade Breakfast with all stand-holders invited along for hot bacon rolls and coffee. Winners of the BETA Best Stand Awards – along with a
new one for the stand offering the best-quality service for safety wear – were announced. The Best Stand Awards were judged by a panel of secret shoppers headed by Kate Green, managing editor of Country Life magazine, and presented by Captain Mark Phillips, Festival of British Eventing course designer. Best Small Stand winner was Pink Hannah Creations, a new company from Tockington, Gloucestershire, which makes gifts from oil cloth for the home and individual. Owner Hannah Preedy-Lunt was “over the moon” with the win. The judges praised the thoughtful and inviting displays that made a visit to the stand feel as if “you were going into a friend’s house”. Best Small Stand Award runner-up was Sticks & Stone, a Tewkesbury, Gloucestershirebased company that makes wine racks from reclaimed oak beams. The judges were impressed with co-owner Damian Easter’s passion for his products and liked the stand’s “minimalistic appearance with high-quality and innovative mood”. Best Large Stand Award winner was Horse Health, a supplier of equine performance and nutritional supplements from Southampton, Hampshire. The stand’s bright, clean layout caught the judges’ eye and they liked the way that the stand featured “plenty of wares, but had no feeling of clutter”. Horses in Sport, a saddlery
equipment and equestrian clothing company from Diss, Norfolk won the Best Retailer for Safety Products Award. Coowner John Harvey, who runs the company with his wife Sophie, was presented with a bottle of Tattinger champagne. Judges praised the expert service offered by trained fitters and said that nothing seemed too much trouble for John and his staff. The retailer was also named runners-up in the Best Large Stand category. Highly commended in the Best Retailer for Safety Products was Norton, Gloucestershire-based saddlery retailer Colne Saddlery, which judges felt offered helpful and unbiased advice.
Peter Phillips presents the Best Large Stand Award to Mike Loveridge of Horse Health.
BETA showed its firm commitment to encouraging amateur equestrian competition by becoming supporting sponsor of the Spillers Trailblazers Championships for a second year. Riders of all ages gathered from across the country to compete in dressage, show jumping, combined training and showing classes at the championships, which ran at Stoneleigh Park, Warwickshire, from 22 July to 7 August. This year saw the introduction of a Retraining of Racehorses class in recognition of the number of racehorses that have gone on to have alternative careers off the track. BETA was on hand throughout the championships, offering hat and body protector checks on the trade association’s stand, where the importance of rider safety and appropriate equipment was also highlighted. The youngest rider in each discipline was presented with a BETA goody bag.
Best Small Stand winner Hannah Preedy-Lunt of Pink Hannah Creations, is presented with her award by Captain Mark Phillips.
There was double success for Horses in Sport as John Harvey collected a bottle of Champagne from Captain Mark Phillips following the company’s win in the Best Retailer for Safety Products Award. (Left) BETA executive director Claire Williams and BETA chairperson Alison-Sherwood Bruce present members of the winning Heythrop Hunt Pony Club team with their prizes.
www.equestriantradenews.com
2011 Spillers Trailblazers Championships
Photo: Real Time Imaging BETA field officer Tricia Nassau Williams presents Isabelle Agar on Mayfield Court Jester from Leicester with her prizes after the young rider became Junior 75cm Show Jumping champion.
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 33
Work-a-day dogs Meet some canine (and equine) chums ‘working’ in the equestrian trade...
M
ini marvels: Benjie is the resident miniature horse at Doncaster retailer Iron Horse Equestrian Supplies. “He can be seen most days in our front paddock looking after Vamos our Showjumper. Benjie is also very popular with our little customers who enjoy paying him a visit in his stable,” said managing director Vanessa Townsend. The newest addition to the Iron Horse team is Curly, a black Toy Poodle who’s become expert at meeting and greeting customers. No wonder he’s notched up quite a fan club already!
Tweeting collie: Millie is a rescue dog from the Dogs Trust; she’s seven years old and belongs to equestrian PR Rhea Freeman. “Millie spends most of the day snoozing, but if I’m on the phone, she tends to have a ‘dream’ which causes sleep woofs and other noises which must sound very strange,” said Rhea. “If I’m on Skype, I sometimes move the webcam around to her...hence she’s known as the Skypeing dog on Twitter.” Perfect pals: Bobbie the Pug and Byson the Jack Russell have very different roles in their ‘jobs’ at distributor Zebra Products’ headquarters. Bobbie, who belongs to office sales executive Sharon Bull, is in charge of cuddles and sleeping under desks - “anyone’s will do, she’s not fussy,” says Sharon. Byson, owned by warehouse manager Sam Penketh, is popular with the regular delivery drivers and very active all day long.
For smart horses... C
lipping is more popular than ever as the indoor competition season and hunting commence and everyone wants their horse to look good while being easy to keep clean.
Manufacturers have invested in technical improvements to create clippers that are lightweight, easy to use and, therefore, highly stockable. See below for some exciting developments. As well as the clippers themselves, there are margins to be made on accessories such as clipper oil - and please recommend your customers use a proprietary brand, WD40 is hopeless! Teenagers (and some more mature horse owners) just love putting a cheeky pattern on their horse’s quarters – it’s the equine equivalent of a discreet little tattoo – so keep some stencils in stock too. Offering a repair and blade sharpening service will be much appreciated by your customers – especially those in a panic because their clippers have packed up. But, in the unlikely event you’re able to fulfil this need in house, do make sure you send them off to a reputable company for servicing. Finally, if you stock clippers you may well be asked for advice on clipping ‘difficult’ horses. Well, you can stock syringe based instant calmers, humane twitches or recommend ‘something stronger’ from the vet. Three tips spring to mind. One, don’t go near a horse with hot blades; they never forget. Two, hang an old set of clippers near the horse’s stable door, set them running safely and allow him to get used to the noise in his own time. Three, keep overalls in stock.
Making reliable, powerful progress Swiss manufacturer Heiniger has improved the Progress Clipper with a new electronic control board for greater power output. Perfect for clipping nervous horses, the Progress has a quiet motor, slim grip for great control and weighs just 930g, reducing user fatigue. Key features include a soft start, electronic overload protection, spare set of blades, two year warranty, display, carry and storage case with accessories and a full range of Swiss profiled blades which keep fixings away from the skin for a winning finish. New, proactive equine stockists are sought for the Heiniger range. t Cox Agri 0845 600 8081
Legato upgraded UK manufacturer Lister Shearing has upgraded its Legato trimmer, resulting in the Legato+. Retaining features such as the quiet, robust motor and lightweight comfort grip, the newcomer comes in a sturdy carry case with four blade guides and accessories. An improved battery capacity enables up to two hours trimming from a full charge (12 hours), or 45 minutes’ use following a rapid charge of two hours. Alternatively, the mains charger doubles as a mains adaptor for continued use. t Lister Shearing 01453 544830 www.equestriantradenews.com
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 35
Liz Benwell goes behind the scenes at Tagg Equestrian – umbrella for Tagg Clothing, FalPro, Comfort Zone, Loveson, Polly Products and Funnell Range – to meet...
The trade’s Mr Fix-It S
tockbroking’s loss was the equestrian trade’s gain when Tom Eastwood was made redundant from his job in the City in 2002. He soon found himself back at home in Winkburn, Nottinghamshire, working with his father in the family’s corporate finance business. Tom has hunted and evented, probably to a higher level than his inherent modesty admits. But horses had played no part in his career until he visited China on business. Tagg Equestrian “I went to check out managing director the supply of chocolate Tom Eastwood. boxes for Thorntons, and came back with a plastic riding hat,” he said. Ignoring such advice as “you’ll never sell a plastic riding hat,” Tom developed a prototype, got it tested and Kitemarked by the British Standards Institute (BSI). He happened upon a name when he heard that Barry Hunter was retiring and looking to sell Lincolnshire based cotton quilted equestrian items supplier, Polly Products. Tom bought the company, along with race equipment specialist T Frost, and applied the moniker to his new, plastic riding hat. In 2006, the affordable, lightweight,
futuristic Polly Hat was launched and promptly won a BETA International Innovation Award. Tom had done what others said couldn’t be done - and made it look easy. Just five years on, and a series of acquisitions of names such as FalPro Loveson, Funnell, Comfort Zone and Tagg has put Tom’s umbrella Tagg Equestrian group among the top handful of equestrian suppliers in the UK and Europe. Funnell range The insolvency of Sussex based wholesaler All Time Equestrian marked the next phase of growth for Tom’s burgeoning equestrian empire. “I first heard about it when I was approached by Helena Walsh of Darragh Equestrian [then Irish distributor for the Funnell range which was owned by All Time] who said she couldn’t get product,” said Tom. A few phone calls later, and he’d agreed to buy All Time’s Royston branded stock plus the Funnell stock and brand name, with which top riders Pippa and William Funnell have since remained closely associated. Never one to be afraid of rolling up his sleeves, Tom smiled wryly as he recalled events back in 2006. “That was fun – Elaine [Welsford, his marketing consultant], a student and me loading 220 pallets and moving them from the All Time warehouse.
All Tagg Equestrian brands are distributed from its Newcastle warehouse.
36 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
It was chaotic to say the least!” The way in which, in 2008, Tagg joined what’s become Tagg Equestrian was an altogether gentler affair. Ray Towler, long time owner of the Nottinghamshire based clothing brand, was “a fabric person who’d worked for M&S and Burtons,” said Tom. “Ray was already supplying us and he’d also just gone into polo shirts – and that was pre-Joules! The crunch came when a major retail chain cancelled an order because he couldn’t fulfil it. He closed the business and I gave him a fair price for the stock.” Along with the Tagg label, Tom also gained the services of equally well regarded agent Alan Edmunds who now looks after Tagg, FalPro, Comfort Zone and Polly Products. Financial resources Tom’s ability to spot an opportunity and then have the guts and financial resources to go for it – often literally at hours’ notice – has undoubtedly been key to his ‘rescue’ of some of our trade’s iconic brand names. But he has his masters too. “We’re turning over £2.5m this year. And, yes, we have external investors that we have to report to every month,” he said. The arrival of Comfort Zone to the stable came about because “we realised we needed some UK manufacturing,” explained Tom who had long admired the company’s fleece Lapel rugs. “They had fantastic products but were selling for £40 things that cost £35 to make.” True to form, Tom did the deal five days before BETA International 2009 – yet still managed to have Comfort Zone on his stand. With that brand came equestrian design guru Colin Jaggard whose name was once associated with Cottage Craft. Another well-known figure, Kath Harpley – previously John McGowan’s right hand woman at Aerborn – now manufactures for Comfort Zone. (on page 38) www.equestriantradenews.com
Best sellers from Tagg Equestrian
Tom Eastwood The retailer’s on.... graveyard...
Taking the ‘I’ll wait ‘til I’m asked’ attitude.
The Far East... When I first started going there, I was
Polly designer hat for kids. Funnell Paddock Boot and gaiter.
dealing with people in little workshops off dingy alleyways. Now they are driving five series BMWs, have marble-floored offices and 2,000 employees.
Making riding more accessible...
Fal Pro Godolphin silver stable.
Stock clearance...
The children’s Polly hat [supplied with stickers] has opened doors to people and helped shed the image of riding being stuffy and exclusive.
We never sell directly to the public. Our agents offer old stock to appropriate outlets under suitable promotions. Even size 18s in pink can be placed if handled correctly.
Candy Stripe.
Copying... Comfort Zone.
There’s no point in me-too products. All they do is drive prices down.
Brands...
Faulty Fals... When we got to the Northumberland factory, we found all the original machinery had been sold abroad. That’s why there had been so many returns – 3,000 rugs all with the liners out and necks not fitting properly. We’ve replaced them all; it’s cost us money, but we had to do it.
The equestrian market is very brand orientated. People are loyal to brands, which is why own brands don’t work. We can now offer retailers a choice of well known brands covering all price points.
Florence.
www.equestriantradenews.com
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 37
If ever a name was synonymous with equestrian products, it’s Loveson. “I never thought I’d see that go insolvent,” said Tom, reflecting what many felt when, last July, brand owner Thomas H Loveday and its parent company Reffond (UK) went into administration. The future of the Loveson, FalPro and Horseworks brands looked uncertain. Tom had had an inkling something was amiss before the announcement. “I’d been to see a buyer at a major retail chain about taking on Tagg legwear. They’d said ‘no thanks, we have what we need.’ Then, a few days, later the phone rang. It was the same buyer asking me if I’d be interested in supplying them. “It turned out Loveson had gone bust. There were three containers of stock not paid for. The administrators phoned me and asked if I’d like to buy it.” Three days and nights was all Tom had to, as he puts it, “dig.” He went to the Northumberland warehouse. “You wouldn’t believe it. There were rusted headcollars and rotting boots that must have been there for ten years.” Tom bought the stock, took on the warehousing and many staff. Loveson and FalPro are being revived – the latter has been in need of a urgent image restoration – while Horseworks remains ‘parked.’ Workaholic This acquisition has put Tagg Equestrian into a different league. With high end clothing from Tagg, technical innovation from Comfort Zone, top quality FalPro rugs, everyday essentials and modern helmets from Polly and good quality saddlery, horsecare, clothing and rugs from Funnell, this wholesaler is missing only saddles and body protectors from its impressive portfolio. The self-confessed workaholic at the helm is well into planning for 2012 too. Restoring confidence in FalPro is high on the agenda with a ‘Fanatical About Fal’ campaign due to appear in
Horse&Hound offering a prize of £1,000 worth of product for the owner of the oldest working Fal rug. “We’ve got all the original patterns, so we can get FalPro back to how it used to be,” said Tom. There are plans for the Tagg Equestrian brands to cross over when appropriate, such as the launch of a Comfort Zone fleece jacket and gilet under a Tagg label. Another exciting project is the use of nanosphere scholler fabrics – which water runs off without being absorbed - in legwear. Above all, Tom sees Tagg Equestrian’s future prosperity as one shared with its retail partners – and those with bricks-and-mortar shops in particular. The company is to stop supplying internet-only accounts on 1 January. “It’s no coincidence that the successful retailers hold stock. They also know their customers,” said Tom. “And neither of those things necessarily depends on size. “Ingatestone [Saddlery Centre in Essex] is a real eye-opener. It’s the Harrods of the equestrian world. But many of the ideas that store uses could be adopted by smaller retailers because the principles are the same.” Bearing in mind the diverse nature of our trade, Tagg Equestrian is “flexible” with its accounts in terms of minimum order levels. There’s plenty of peripheral support too. Packaging is being updated to make it more explanatory, there’s a new, un-priced trade catalogue available, marketing and consumer advertising are being stepped up with products widely featured in the consumer media. High profile sponsored riders and competitions – Pippa and William Funnell, Piggy French, Peter Storr, Lynn Russell, Paul Barker and Tina Canton, plus classes at Hickstead and Horse of the Year Show - add glamour and brand visibility. Tom’s latest acquisition, an embroidery machine which can fulfil retailers’ bespoke orders on rugs, numnahs and corporate clothing, is already paying off. It won’t be his latest initiative for long...
The Tagg Equestrian team at the company’s Newcastle facility, from left, Richie Bonass, Tom Eastwood (managing director), Helen Scott (sales manager), Mark Davison, Kay Jackson and Lee Taylor.
Your Tagg Equestrian contacts Scotland and north of England – Ken Duncan on 07771 552691. Central – Alan Edmunds on 07957 871168. South-west – Paul Kirby on 07801 187011. South-east – Graham Poole on 07801 187012. Ireland – Helena Walsh on 00 353 404 42720. Head office – 01636 636135 (Winkburn) or 0191 265 0032 (Northumberland).
38 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
2012 19-21 February 2012 NEC, Birmingham, UK
BETA International 2012 is
85% full
As BETA International’s official media partner, ETN brings you the inside stories from the 2012 edition of the world’s foremost equestrian, country clothing and pet product trade exhibition.
2012
2012 2012
2012
2012
February 19 – 21, 2012 will see the 33rd running of BETA International – and the exhibition is looking stronger than ever. As ETN goes to press, 148 stands are booked equating to 4,802 square metres – that’s more than 85% of the total exhibition space available. The figure is up considerably compared with bookings at this time for the 2011 show, which stood at 139 stands and 4,295 square metres or 77% of exhibition space. Latest news and information is constantly available at www.beta-int.com The online manual - the exhibitors’ ‘bible’ - goes live this month (September) while the main website is where visitors can pre-register to attend the show and prospective exhibitors can find out more. Stand allocation begins on 3rd October. “In general, we endeavour to give present incumbents their first choice of stand position. Beyond that we operate on a first come, first served basis wherever possible,” said Claire Thomas, commercial manager of BETA International organiser Equestrian Management Consultants (EMC) Ltd. BETA International has always been run by the trade, for the trade; the organiser EMC is part of the British Equestrian Trade Association (BETA) Group. Big names from the trade continue to support the exhibition by sponsoring various elements. For 2012, main sponsor Virbac Animal Health returns for a second year. Other sponsors are TopSpec (coffee shop), Puffa (fashion show), Redpin Publishing (new product gallery), Sherwood Forest (horse demonstration and seminar arena), Matchmakers International (visitor carrier bags), IPC Media (exhibitor goody bags), Horse&Rider magazine (innovation awards) and SsangYong (official vehicles). Go to any show at home or abroad, and you’ll almost certainly bump into James Palmer (pictured), senior sales account executive for BETA International. This summer, he’s due to clock up 10,589 miles by road, rail and air on his quest to spread the word to existing and potential exhibitors and visitors. James’s itinerary this year has already included America and Germany. “I also go to all the major trade and consumer shows in the UK,” he said. “As well as talking to people about BETA International, I’m never afraid to say that I go around the world looking for new ideas to make our own exhibition better than ever.”
www.equestriantradenews.com
2012
2012 2012 2012 2012
2012
MAIN SPONSOR
In a bid to maximise visitor numbers, marketing of BETA International is in full swing with advertising and editorial in relevant trade journals across every continent. Just as the show is promoted in ETN, similar campaigns are happening across the pet product, outdoor and country clothing sectors. Visitor numbers are independently audited by Audit Bureau Circulations (ABC). The 3rd of October is an important date for exhibitors because it’s the deadline by which deposit payments must be made in order to qualify for BETA International’s annual Early Commitment Discount and Prompt Payment Rebate. Hot off the press: Supplies of BETA International leaflets are available for free to all exhibitors for onward promotion of their presence at the exhibition. Some distributors, for example, pack a leaflet with every trade delivery. The attention to detail required to run a show of this stature is amazing. Already the organisers have ordered 15,500 square metres of carpet, 2,350 square metres of shell scheme, 61 drop wires from the exhibition centre ceiling on which to hang aisle banners, plus 54 tables and 190 chairs – just for starters! Free coaches from Exeter, Maidstone and Carlisle, with collection points en route, will whisk visitors to BETA International and back again while they relax with a copy of ETN and goody bag courtesy of Virbac. Coaches leave each pick up point early on Sunday morning. An extra coach will leave Exeter on Monday morning, giving Sunday visitors the option of staying for two days. Book your seat at tradefair@beta-int.com ; a £15 refundable booking fee applies. BETA International has signed up with the NEC, Birmingham up to and including the 2013 show which takes place on 17-19 February.
• BETA International 01937 582111
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 39
A second success Lancashire based Saddles Direct offers consumers the means to buy and sell second-hand saddles without the risk of auction websites and private advertising.
S
arah Lavelle Bowden started Saddles Direct in 2006 through sheer frustration. She’d been sold two new saddles that didn’t fit her or her horse. Then, when she acquired a four year old gelding, she was reluctant to buy yet another brand new saddle - but couldn’t find a retailer willing to supply her with a second hand one or part-exchange her next purchase against her existing saddles. “I spent the next six months researching the used market,” she said. “I talked to saddlers, physiotherapists, suppliers and riders. It was apparent that consumers wanted more than just a cheap saddle; the fit of the saddle and service are very much part of our package.”
We can reduce excess stock levels for retailers.
Saddles Direct stocks hundreds of used saddles in many brands, sizes and colours. It also invites consumers to ‘try before you buy’. “Customers are guided through their selection, then the selected saddles are sent by courier directly to the customer’s door. The buyer then has three days to have the fit of the saddle checked by an independent saddle fitter and ride on them without the pressure of having to make an instant decision,” Sarah
explained. When the final choice of saddle is made, Saddles Direct arranges collection of unsuitable goods including any saddles to be sold or part exchanged. This was originally an online business, but Sarah soon recognised the need for a shop and moved to JWD Equestrian Centre near Chorley, Lancashire in 2008. However, with stock levels growing, a move to larger premises is imminent. Second-hand market Although the second-hand market remains strong, buying trends have changed over the past 24 months, according to Sarah. “People are changing their saddles because they need to rather than just because they want to,” she said. “Budgets have been reduced over the last 24 months with the average buyer wanting to spend approximately 20% less than they would have done two years ago.” Nonetheless, Saddles Direct also sources saddles and has a waiting list of clients wanting specific makes and models that can cost up to £2,500 “Dressage saddles are always most in demand,” added Sarah. “Dressage riders observe their peers and take note of the saddles and tack being used. As they progress through the grades, they start to feel if their horse is not moving freely and are quick to get their saddles checked.” The brand of saddle most in demand varies depending on discipline, but Albion is popular across the board. “All levels of riders seem to like them and they do hold their second-hand value,” www.equestriantradenews.com
d -hand story said Sarah. “An Ideal saddle offers exceptional quality for the price tag, while Hennig, County and Amerigo saddles are always sold very quickly. The jumping and showing saddles are far more seasonal; we always have a rush at the beginning of the season.” Saddles Direct has a network of recommended fitters and is looking for more. “We’re passionate about correctly fitting saddles, so it’s important that everybody we work with is like minded,” said Sarah. “We won’t recommend anybody until we’ve seen them work. We support our customers with saddle fitting guidelines, but it’s important that they contact a qualified saddle fitter to check their choice of saddle.” Saddles Direct works with other retailers too. “We can either sell saddles on their behalf as an agent or buy the stock outright,” said Sarah. “We often sell ex-demo saddles directly from manufacturers and can reduce excess stock levels for retailers. We know our market and it’s important that we are always able to offer the right selection of saddles. Buying saddles is as important to us as selling them; the two go hand in hand.” Anti-theft policy To ensure it’s not inadvertently buying stolen saddle, Saddles Direct operates a strict buying policy devised with the police. “We never pay for saddles until they’ve been checked by our saddler,” said Sarah. “Even though our market is used saddles, we don’t sell anything that doesn’t reach our standards.” www.equestriantradenews.com
Sellers don’t get paid for 14 days, and until their details are verified. All payments are made directly into buyers’ and sellers’ bank accounts confirmed by a current home address. In addition, saddles are only delivered to prospective buyers once this process has been completed and a valid credit card number held. “Very often, we get on first name terms with our clients. It’s easy to build up a mutual rapport, which creates a large percentage of word of mouth business and the majority of our clients generate a healthy amount of repeat business,” said Sarah. As someone who sees so many saddles, what does Sarah feel has been the best modern innovation in this field? “Understanding of the fit of the saddle on the horse - and the effect it can have - has vastly improved over recent years. It’s very important to keep relaying this information to consumers. “Saddle fitting should be taught at a young age alongside general care and feeding etc. It’s an important part, if not the most important part of equipment, yet a large percentage of horse owners know relatively little about it.” EQUESTRIAN TRADE NEWS SEPTEMBER 2011 41
• Simon Parker of British Horse Feeds put his best foot forward for the ABF-The Soldiers’ Charity and The Alliance Trust Staff Foundation. By walking 54 miles in under 24 hours, Simon’s three-strong team ‘Parcel of Rogues’ successfully completed the Alliance Trust Cateran Yomp raising £2,700 so far. “I’d like to thank everyone for their generosity and support; the money raised will be put to good use. The Soldiers’ Charity gives lifetime support to serving and retired soldiers and their families,” said Simon. • Newly-wed Zara Phillips launched her new
kidswear collection last month; ZP 176 Kids is designed by Musto and aimed at seven to 13 year olds. “[The collection] is warm and colourful as well as having all the technical qualities of the adult ranges, so I am hoping I can encourage more children to get involved with horses and riding,” said Zara.
• Professor Steve Dean retired as chief executive of the Veterinary Medicines Directorate (VMD) last month. He was previously the regulatory agency’s director of licensing. • Congratulations to Horse&Hound’s deputy editor Jaki Bell who married her partner Ray this summer in Mallorca. “Actually, it was part of a three-week marathon that began at a registry office in Sidcup and ended with a reception in our garden - and included an evening with Take That!” Jaki revealed. Ray works outside the equestrian world as a body shop manager, but attends quite a few horsey fixtures with Jaki. “He’s also a dab hand at mucking out and taking the aged warmblood for a walk around the block,” she said. • Mark Westaway and Son, owner of the
HorseHage and Mollichaff brands, has appointed Rachel Hornby to its sales division. She will be visiting wholesalers and stockists throughout the south of England, running in-store open days and attending shows. A graduate in equine business management, Rachel is also a qualified equine sports massage therapist. She is based in Devon and competes in dressage with her two horses.
• After eight years with Black Country Saddles, latterly as sales manager, Nikki Newcombe has left the company.
42 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
• Lauren Preskey has started work as an
administrative assistant and nutritional adviser for Blue Chip in its Sheffield office. She previously trained and cared for company founder Clare Blaskey’s horses for five years. Lauren is an equine management graduate and clearly has plenty of practical experience too.
• Katharina C. Hamma (45) takes up the newly created post of chief operating officer at Koelnmesse, home to the Spoga trade exhibition, on 1 October. She began working at Messe München in 1997 and has most recently headed the business unit responsible for investment goods trade fairs. • The team at Charles Owen has always
known how to throw a good party. The company’s centennial celebrations continued at Hickstead’s Royal International meeting in the Charles Owen International Riders’ Lounge. Top show jumpers, including Nick Skelton and Laura Kraut, mingled with the press and industry friends while enjoying champagne, canapés and a slice of Charles Owen birthday cake. Pictured are Horse&Rider editor Alison Bridge with Ellen Whitaker and their host, Charles Owen’s Roy Burek. Roy is the grandson of Charles Owen, the man who founded the hat manufacturer in 1911.
• Holly Reeve has joined The Pure Feed Company. She was previously sales manager at Maxavita.
• Verm-X has made two appointments.
Niki Phelps becomes UK key accounts manager and Oliver Ghazala, son of managing director Philip Ghazala, is the new southern merchandising manager. Niki, a former marketing manager for Gooch & Housego and with experience in the horticultural industry, is covering the south-west, Midlands and north from her home in Somerset and a base in Derbyshire. She rides, sails, skis and cycles. Oliver, who’s helping stockists maximise their sales, is a former Young Country Person of the Year and loves his hunting.
www.equestriantradenews.com
Has the worm turned? The idea of targeted, strategic worming is catching on among horse owners. But isn’t it giving SQPs and retailers a mixed message by encouraging them not to sell wormers? Claire Edmunds from Merial Animal Health explains why not.
F
rom a retail perspective, promoting a targeted approach to worming initially looks like you could be losing out on sales of anthelmintics [wormers] at a cost of around £10-16 per treatment, in favour of Worm Egg Counts (WECs) at only £9 per product. On an initial viewing, there is clearly a loss of income here, but the key point to note is the bigger, long-term picture. WECs represent an increase in customer service, information, word of mouth recommendation, footfall and ultimately customer loyalty that is, frankly, priceless. They also represent the allimportant fight to preserve the efficacy of anthelmintics that is vital for the health of the UK’s equine population.
WEC result makes the retailer so much more professional and that confidence reflects well on customers,” he said. It’s important to remember, however, the limitations of WECs, and one result in isolation has limited value. Communication channels WECs are a vital constituent of an all round targeted approach to worming. WECs, anthelmintics and advice on paddock and equine management all go handin-hand to form the correct worming strategy for each individual horse. The days of buying a wormer because it’s the right time of year should be long gone, so encourage customers to rethink their approach to parasites. By opening up a channel of
Don’t be concerned that advising against blanket worming could lose you sales. WECs should, in most cases, be undertaken as frequently as most people would have wormed. Once a customer has understood the concept of targeted worming based on the WEC results, then awareness of parasites and their lifecycles is greatly improved and their interaction and relationship with their SQP is more beneficial and frequent. Ian Scott, has a small livery yard in Stamford, Lincs; he’s also secretary general of the Animal Health Distributors’ Association (AHDA). “Being able to discuss a www.equestriantradenews.com
communication you reassure customers that you can help them keep on track and they will come back for further advice – a very strong reason to ensure you have a fully qualified SQP on site. Ian uses the free Eqvalan online SMART planner to keep track of worming: “On our yard this year we will do three WECs per horse on the SMART cycle, the last WECs cost £9 via Ridgeway Equine Laboratory, plus a tapeworm dose spring and autumn, and potentially an encysted treatment in the winter.”
There are no new types of wormers on the horizon.
This approach ensures that each horse is monitored individually and the yard is not simply blanket wormed. Whether you recommend an online system such as this or help your customers to adopt an individual approach, the benefits of providing your customers with trusted information are worthwhile. Regular contact with your customers also allows you to keep them up to date with current worming news. Ian says: “WECs reinforce the essential twice yearly tapeworm treatment, as this parasite is not detected by WECs.” Increased awareness of the types of worms that can be found also means increased use of the correct products to tackle them at that time of the year and that can only help in the battle against resistance. Resistance in focus The main concern about wormer resistance is that its development is both inevitable and irreversible. We can take action to slow down the rate at which resistance increases, but we can’t stop it completely. At present there are no new types of wormers on the horizon, so we cannot rely on a new drug to solve the problem of resistance. We therefore have to make the best of the drugs we have now, and combine them with other strategies to manage worms. “It’s very unlikely that any new actives will be available to horses for at least another ten years and
WECs are now well understood by horse owners.
probably only one will be suitable,” confirmed Ian. Anthelmintic sales are more than a product transaction; they must be accompanied by advice and aftercare. Don’t be concerned that advising against blanket worming could lose you sales, as repeat custom is far more valuable and the preservation of the current actives [wormers] is important to ensure the health of our horses and the existence of effective anthelminitics in the UK. Point of sale Merial has produced a wide range of point of sale and educational materials from flipcharts to posters and calendars to help you keep your customers informed. As a retailer committed to worming advice and with the time, effort and money invested to ensure a trained SQP is on site, materials such as this provide a simple way to ensure customers understand the message and keep returning for both advice and products. t Merial Customer Support Centre 0845 601 4236.
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 43
Let’s hear it for SQPs! Tom Blacklock, equine product manager at Virbac Animal Health, looks at why and how the company is supporting SQPs.
Suzi Law, Virbac Equine SQP of the Year 2011 with Callum Blair of Virbac, presenting to Daniel Moseley, winner of the Equimax Under 25 Masters at Hickstead’s Derby meeting.
I
circumstances via professional advice from a n the past, the selection of horse wormers veterinary surgeon or the SQP. This may involve was largely left to horse owners with using faecal egg counts (FECs) over the purchases regularly based on price or summer to reduce the dependence on drugs whim. for worm control and avoid unnecessary Often there was little or no guidance on treatments. worming, no rationale behind the use of drugs Many leading experts also now recommend and little consideration given to the best plan that moxidectin should be held in reserve for of action. when it is genuinely needed as a specific Horse wormers are now classified as POMtreatment for encysted small redworm VPS (Prescription Only Medicines – Veterinarian (generally once a year in the winter for most Pharmacist SQP). This offers an ideal horses). This is designed to maintain its efficacy opportunity for horse owners to tap into the for this targeted purpose for as long as possible reservoir of knowledge that prescribing and avoid its over-use during the summer. professionals possess. The knowledge and The Equine Suitably Qualified understanding of an SQP is Person (E-SQP) in the retail something that needs to be stockist plays a critical role in the Online webinars actively maintained to implementation of a sustainable enable SQPs to ensure continued best worming plan and ensuring that practice. This need is met the horse’s health is not put at attend without the through the Continued risk. The prescription Professional Development consultation involves guidance need to close the points system. on the correct use of wormer shop and potentially (CPD) Here at Virbac, we aim to drugs and can help identify the provide CPD training most appropriate strategy for lose business. opportunities that meet the effective parasite control taking needs of a diverse range of into account an individual retail distributors. Online horse’s circumstances. webinars have proved Firstly we need to acknowledge hugely popular and enable SQPs to attend that parasite control is not simply a question of without the need to close the shop and the interaction between the parasites and the potentially lose business. For others, the group wormer. There are a number of factors that will dynamic of a live seminar such as the Virbac influence the effectiveness of a worm control CPD Seminar at BETA International 2011, is a programme which need to be considered. preferred learning environment. Indeed, Virbac Standard worming programmes published has maintained its investment in CPD, hosting a by many sources (including the drug number of live seminars throughout 2011. manufacturers) provide a framework for Earlier this year came the launch of the parasite control. However they can be refined Virbac Equine SQP of the Year award. and tailored to each horse’s specific
Parasitologist Claire McArthur joined Callum Blair (Virbac) and international riders William and Pippa Funnell to judge a short-list of six finalists during BETA International 2011. After a challenging round of interviews to assess the finalists on all aspects of equine parasites and their control, the judges announced that the 2011 Virbac Equine SQP of the Year was Suzi Law, manager of WCF Pet and Equine Lanarkshire. As part of her prize, Suzi won an allexpenses paid weekend at the Hickstead Jumping Derby. She even got to present the prizes in the Virbac sponsored class. Nominations are now open for the Virbac Equine SQP of the Year 2012. Enter your nominations at www.3dworming.com. Virbac manufactures wormer brands Equimax and Eraquell. This year, the company celebrates ten years of innovation in the equine industry. In 2012, Virbac returns as main sponsor of BETA International.
Pfizer introduces Worm counting new prescribing aid with confidence PFIZER Animal Health has introduced a new prescribing aid to make it easier for SQPs to give accurate, on-the-spot worm control advice to customers. Designed in conjunction with vets and SQPs, the quick and easy-touse prescribing aid takes the form of a question dial with simple questions on worm status and easy-to-follow, unbiased solutions to the common worm threats. It provides guidance for spring, summer, autumn and winter worming regimes and factors in the important role of regular Faecal Worm Egg Counts (FWECs). SQPs simply need to assess the seasonal parasite threat and then turn the dial and select the active ingredient that best meets the treatment needs of the customer’s horse. Ben Gaskell, Pfizer’s veterinary advisor explains: “With the wealth of options available for worm control and the varying seasonal threats, it can
sometimes be a tough call for SQPs to provide instant answers for their customers. This is why we came up with the idea of a new prescribing aid. SQPs helped us design it and those who have tried it so far are finding it a huge help in-store.” The new prescribing tool forms a part of Pfizer’s Manage, Test, Plan, Dose campaign, which is supported by an advisory booklet for horse owners, a technical guide for advisors, eye-catching point of sale materials and a comprehensive media campaign. For further information please contact your Pfizer Account Manager.
Pfizer fact file • EQUEST is an oral gel containing moxidectin for single dose control of roundworms – including encysted larval stages of small redworms, and bots.
• EQUEST PRAMOX is an oral gel containing moxidectin and praziquantel for single dose control of all three species of tapeworm, roundworms – including encysted larval stages of small redworms, and bots.
• EQUEST and EQUEST PRAMOX are the only equine wormers to contain moxidectin, providing comprehensive worm control and the longest recommended dosing interval of any equine wormer currently available.
• Moxidectin is a second generation macrocyclic lactone (ML) and has a different chemical structure to the other MLs such as ivermectin, giving it unique properties. It has been shown to be effective against benzimidazole-resistant worms and more potent against ML-susceptible and resistant strains of parasitic worms than ivermectin.1
PARTICIPATION in BETA’s Samples are tested CPD courses for SQPs has on the day they prompted fresh demand arrive at Westgate Labs’ laboratory. for Westgate Labs’ worm count kits. “Our aim was to give confidence in using worm counts in worming programmes. Also to keep folk up to date with the current BVA (British Veterinary Association) guidelines on only using worming products for the horses who need them,” said Gillian Booth of Westgate Labs. Westgate Labs has two systems to support retailers. There’s a pouch kit which sells like any other product, or the merchant’s scheme where all the results come back to the in-store SQP. “As we don't sell wormers, the customers return to the shop if they need to buy any,” explained Gillian. “There’s no doubt that worming advice has changed and shops need to take their share of the business opportunities this offers. It's great for customer service and loyalty too.” Indeed, an SQP’s ability to talk through the results, sell the customer appropriate wormers if required or plan the next worm count leads to excellent interaction and service. “This is a service for your store, an 'own brand' service,” said Gillian. “Shops will miss out if customers looking to use worm counts go elsewhere. “We provide customised paperwork with your business logo, plus sample pots and pre-paid reply envelopes. You sell the test. The customer sends off dung samples to the lab, tested on the day they arrive, with results by fax or e-mail straight back to the shop. “There is no upfront outlay with tests billed at the end of the month.” ETN spoke to two SQPs who are selling Westgate Labs’ worm count kits. “The first customers who did worm counts with us are now coming back for more. They seem to appreciate the opportunity to discuss results and suggested follow up,” said Alison Hartley of Horsebits.
When I tell customers we’ve had over 50 horses tested but only five needed treatment, they suddenly become more interested. Chris Moorhouse, SQP.
• Moxidectin will treat encysted small redworm with a single dose and has a 13 week recommended dosing interval. This means it can be used less frequently, potentially reducing the selection pressure for resistance to macrocyclic lactones. 1
Robinson et al (2008) Use of larval migration inhibition assay to investigate suspected macrocyclic lactone resistant cyathostomin populations. In proceedings: Equine Parasite Drug Resistance Workshop, 31 July & 1 August, Copenhagen, Denmark 24.
46 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
Chris Moorhouse, of Bentley Grange Feeds added: “The worm count service has been a great success for me. I’m happy to explain the benefits to customers and feel more confident that the animals are getting better treatment. “The biggest selling point is experience; when I tell customers we’ve had over 50 horses tested but only five needed treatment, they suddenly become more interested.” t Westgate Labs 01670 791994
www.equestriantradenews.com
SQP –
a beginner’s guide
Stephen Dawson, secretary general of AMTRA, explains all. SQPs (Suitably Qualified Persons) are animal health advisors who are legally allowed to prescribe and/or supply certain veterinary medicines. The medicines involved are usually to prevent or treat more common diseases which don’t need diagnosis by a veterinary surgeon, but do need advice to make sure the right product is chosen and is used effectively, such as horse wormers. SQPs have gained a professional qualification in order to do this, and they have to do CPD (continuing professional development) to keep their qualification. CPD features and quizzes like those in ETN are one way of doing this. Who are the UK's SQPs? If you become an SQP, you will be joining over 4,600 others working across the UK - and this number is growing all the time. They include people who work in pet shops, suppliers of equine products, agricultural merchants and country stores, as well as more than 350 veterinary nurses. Why do people become SQPs? SQPs are the kind of people who are interested in learning more about animal health and welfare, and want to progress their career because they find it rewarding. The majority of SQPs are supported by their employers, both in covering the cost of the qualification and in allowing time off for training and CPD events. They are usually happy to do this because the expertise provided by their SQPs allows them to offer a higher standard of customer service. What do you need to become an SQP? While those who already have knowledge or training on animals and animal health will tend to find the process easier and quicker, there is no requirement for particular qualifications before starting on the process. First, you have to enrol with AMTRA which oversees the training and regulation of all SQPs. You will then have to do some training and pass AMTRA exams (written and oral). Here is some of what you will be studying... • basic anatomy, physiology and nutrition • knowledge of legislation, the type of medicines you are allowed to prescribe/supply • the SQP Code of Practice • disease control / parasite control strategies (including husbandry
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methods which minimise disease and medicines interactions) • strategies to optimise the use of medicines The AMTRA website has more details of the SQP syllabus (www.amtra.org.uk). All SQPs must pass the Base module and one or more of the following specialisms: Equine, Farm Animal or Companion Animal medicine. What medicines can SQPs prescribe and/or supply? The types of veterinary medicines SQPs are allowed to prescribe/supply are divided into three categories. The first mainly covers internal and external parasites in horses and farm animals as well as some vaccines. The second covers similar medicines for non-food animals which can be safely used routinely to prevent or limit the effects of disease, such as products against internal or external parasites. SQPs can also supply products on “free sale”, which while legally available from anyone, may be better for the animal and the customer if supplied by a qualified advisor. Why do we need SQPs? It's all about maintaining the best animal welfare while keeping costs reasonable for owners. The advice and expertise of SQPs is a vital part of making sure our animals are well looked after. They help make sure our companion animals, horses and farm animals are given the right medicines, and that owners understand how to use them. As an SQP you will be dealing with customer queries, giving expert advice, and ensuring that medicines are given, stored and disposed of correctly. Want to become an SQP? The AMTRA website (www.amtra.org.uk) tells you everything you need to know. If you decide to enrol or have any queries, then get in touch with AMTRA as follows: AMTRA: Unit 1c Woolpit Business Park, Windmill Avenue, Woolpit, Bury St Edmunds, IP30 9UP. Tel 01359 245801. Email info@amtra.org.uk
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 47
Earn CPD points with ETN ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. These quarterly CPD features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine. AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. The current training period ends on 30 June 2012. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points.
Could SQPs play a greater role? By Dr Emma Batson from Merial Animal Health
W
ith resistance to wormers becoming a bigger issue for horse owners, there has never been a more important time to take a responsible and educated approach to worm control management, which can be supported by SQPs. SQPs do have the potential to play a greater role in the education of horse owners. According to a recent survey carried out by Merial Animal Health, only 8% of horse owners sought advice about worming from their retail outlet as a main source – a figure that should be and could be greatly improved upon. Unsurprisingly, the largest group of horse owners, 37%, sought advice from their vet (Fig. 1)
Fig 1.
48 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
However, in direct contrast, 46% of horse owners buy their wormers from a retail outlet whereas only 19% of horse owners buy their wormers from vets (Fig. 2). Fig 2
Therefore this survey demonstrates that the majority of horse owners buy their wormers from retail outlets. This provides an ideal opportunity for SQPs to offer worming advice, and in so doing help to promote horse health and boost business.
Why is a targeted approach to worming so vital? There are only three main groups of wormers available for use in horses: • Benzimidazoles (fenbendazole is most commonly used in horses) • Tetrahydropyrimidines (pyrantel) • Macrocyclic lactones (ivermectin and moxidectin) As yet there are only limited reports of resistance to the macrocyclic lactones in the UK, however we know that resistance to benzimidazoles is widespread with reports of reduced efficacy with pyrantel efficacy. With no new drug groups likely to be developed in the near future, the development of widespread worm resistance could have potentially disastrous horse health effects.
Recommending a new approach In order to reduce the risk of further resistance developing, SQPs can play a key role in educating horse owners about responsible worming and help to devise an appropriate worming programme for their horses. It is now recognised that the key to slowing the development of resistance is maintaining a population of worms in ‘refugia’. Within a total worm population, some worms will be resistant to treatment, and others will not. When using a wormer, ‘treatment-sensitive’ worms are removed, leaving a population of resistant worms that can survive treatment. At any one time there is also a population of worms not exposed to treatment, for example eggs and larvae on pasture or some immature stages of worms that escape treatment. This population is known as ‘refugia’. Worm control strategies should aim to maintain a population of worms in refugia in order to ensure a gene pool of treatment-sensitive worms and dilute the resistant worm population. In practice, this means not worming those horses identified as having low levels of worm exposure and so avoiding unnecessary treatment. There is no ‘one size fits all’ approach to worming as individual worm burdens can vary significantly from one horse to another. Even horses on the same yard and under the same management can have significantly different infestation levels. For this reason a worming programme should be devised based on a risk assessment carried out for each individual horse. SQPs can find out most of the information they need to know by asking relevant questions about how the horses are kept. For example, horses in a low density stocking situation, with a pasture management strategy are likely to be at a lower risk of worm infestation than high stocking densities with no pasture management strategy. So it is important to find out about individual management practices before you can advise on which actions to take. The right questions, combined with information gained from Worm Egg Counts (WECs) for example, can help SQPs establish which horses need treating, with what product, and when. www.equestriantradenews.com
High risk Horses at high risk of having a heavy worm burden should be treated based on the ‘interval dosing’ programme. This is a seasonal approach, treating the prevalent worms at specific times of year. Tapeworms should be treated in the spring and autumn, bots in the winter and roundworms all year round especially during the grazing season. If encysted redworms are suspected, then a five day course of fenbendazole or a moxidectin treatment may be needed, this is usually done in the winter time.
Medium risk
ETN CPD Questions
Horses at medium risk can be treated with a more strategic approach. Treatment is given at specific times of year to disrupt the seasonal cycle and transmission of parasites. Given the seasonality of equine worms, dosing in spring, in the middle of the grazing system and again in the autumn should be effective in reducing the levels of infection.
SELECT YOUR ANSWERS AND TICK THE BOXES 1. According to research, what percentage of customers buy their wormers from a retail outlet as their main source? 20% 46% 78%
Low risk Horses at low risk can be treated using a ‘targeted’ approach. A WEC is performed prior to dosing and if the count is greater than 200 eggs per gram (epg), anthelmintic treatment is required. WECs should be performed every 8– 10 weeks; however, these do not detect tapeworms or encysted small redworm, so a tapeworm antibody ELISA should be carried out every six months via the horse owner’s veterinary practice, and treatment for encysted small redworm should be considered in the winter.
Treatment tips: • Treat each horse as an individual • Treat any new arrivals as they arrive on the yard and keep them stabled for 48 hours afterwards. • Keep records of when horses were wormed and with what product. • Prior to worming, calculate each horse’s weight either with an equine weigh tape or, ideally, using scales.
Prevention tips: • Pasture management plays a very important role in the prevention of worm infestations and should be discussed when discussing equine wormer. • Try not to overstock paddocks. The more horses grazing per acre, the greater the potential worm output and infestation risk. • Resting pasture – which ideally means no grazing on main paddocks from autumn until early summer. • ‘Poo pick’ paddocks as often as possible, ideally two to three times a week to reduce potential contamination from infective larvae. • Where possible consider mixed grazing with other animals, such as sheep or cattle which are not generally infected by horse worms.
Conclusion With the total UK equine worming market value estimated to be £12 million per year, retailers can certainly capitalise on this sector. Armed with the right information, a methodical approach to risk assessment and individualised advice, horse owners can be further educated on a targeted approach to worming.
AMTRA CPD explained • AMTRA (the Animal Medicines Training Regulatory Authority) is an independent body whose task it is to ensure that the marketing and distribution of animal medicines in the UK is undertaken in a responsible manner by AMTRA qualified persons. • AMTRA maintains registers of qualified persons, including Suitably Qualified Persons (SQPs), authorises training centres for course provision, provides information and advice for registered persons, monitors and accredits continuing professional development (CPD) for SQPs and regulates professional conduct. • SQPs are permitted under the Veterinary Medicines Regulations to prescribe and supply medicines classified as POM-VPS and NFA-VPS. • For more about AMTRA and becoming an SQP www.amtra.org.uk
3. There are three main groups of wormers available for use in horses, please name them. I ............................................................................................... II . ............................................................................................. III . ............................................................................................ 4. Faecal worm egg counts cannot accurately determine tapeworm infestation. What test can horse owners use to assess tapeworm burdens more accurately? Complete blood count (CBC) PMSG test Blood enzyme test ELISA test 5. How long should new arrivals on a yard be stabled after being treated before being turned out? 24 hours 48 hours 72 hours 6. Interval dosing is most appropriate for horses at what risk? High Medium Low 7. Targeted dosing is most appropriate for horses at what risk? High Medium Low 8. Strategic dosing is most appropriate for horses at what risk? High Medium Low
TWO CPD POINTS Full name ..................................................................................... Company name/address .............................................................. Email ........................................................................................... Telephone number........................................................................ SQP number ................................................................................ Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW.
✁
www.equestriantradenews.com
2. According to research, what percentage of horse owners currently seek advice about worming from their retail outlet? 8% 15% 25% 47%
EQUESTRIAN TRADE NEWS SEPTEMBER 2011 49
Biology at its best In recent years the animal health care industry has seen an increasing number of horse owners turning to herbal products. Verm-X is leading the way in this market sector and here ETN talks to the man behind it all, FEI TV commenter Philip Ghazala. Q. When was Verm-X founded and how did it come about? A. It was clear towards the end of the last century, the 1990s, both in general consumer behaviour and with animal owners especially, that people were looking for a more natural and 'greener' alternative to some every day products. As most modern pharmaceuticals have only been commercially available since the 1930s, I decided to find out how both humans and animals had been kept healthy and thriving for the preceding centuries. Working with members of the National Institute of Medical Herbalists, we came up with effective, traditional recipes for the range of Verm-X products. Q. What are your best selling products? A. We sell Verm-X formulations for over 25 different species from domestic cats to wild boar. We are seeing an increase in sales around the world for all species as private animal keepers and governments are encouraging the reduction in the use of petrochemical products in animal husbandry. In horses we have three different forms, the best selling one being a palatable pellet that can either be added to a feed or just fed from a bowl if a horse is turned out and not being fed any hard food. Q. Obviously these are not licensed medicinal products, so presumably great care is taken not to cross the Veterinary Medicines Directorate (VMD) with your marketing material? A. From the outset, nearly ten years ago, we worked with the VMD in getting the terminology acceptable to them in line with the appropriate legislation. As legislation changes we adapt to ensure we stay within the correct guidelines. Q. There’s a great deal of concern currently about resistance to some chemicals. Are your products a viable alternative to be used by all equines on all management systems? A. Resistance to pharmaceutical formulations
seems to be a regular headline in the media. The constant, successful use of herbs stretches back over thousands of years and there are no known reports that suggest the issue of resistance is relevant to naturally available ingredients. The diversity of our customers shows us that Verm-X is a viable option in any management system. From top event yards to smallholdings, Verm-X fulfills its role. Pasture management should always be a priority in any management system.
The Verm-X range for horses, just one of 25 species for which the product is available.
Philip Ghazala receives his Green Apple environmental award from conservationist David Bellamy.
Q. Do you believe the petrochemical companies should be focusing more on the resistance issues surrounding their products rather than just competing for sales? A. We believe that horse owners should rely more on regular faecal egg counts by a recognised laboratory rather than blanket treatment as promoted by some of the artificial chemical companies.
Q. How easy is it to buy Verm-X? A. Verm-X is available from over 3,000 stockists across the UK. Consumers can pick Verm-X off the shelf without having to leave personal details with the store as one may have to with some chemical based products. Q. How safe is it to give to our animals? A. Verm-X is very safe and can be fed from your hand. It is even safe enough for children to feed to their animals as they would when feeding treats. Q. Many horse owners have dogs and it is well known that dogs should be kept away from horse’s droppings if they have recently been given, for example, a chemical wormer because if the dog eats these droppings this can prove
50 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
fatal in some cases. Is this the same if horses have been fed Verm-X? A. The herbs used and the quantities of them in Verm-X are perfectly safe and non toxic to other species of animals. Q. We note that international event rider Nicola Wilson is using Verm-X on Opposition Buzz, one of the world’s top event horses. Why does she use VermX? A. Nicola keeps about 20 horses on a registered organic farm and Verm-X is the only internal parasite control product available that is pre-authorised for use on organic holdings. Q. How do you see the future for natural products like Verm-X? A. Verm-X offers the consumer the opportunity to choose either to use products containing artificial chemicals or to use VermX with only natural ingredients. It is interesting that recently even some of the pharmaceutical manufacturers have launched herbal products. This I think, shows a growing demand for a more natural and traditional approach to healthcare. t Verm-X 0870 850 2313 www.equestriantradenews.com
BETA golfers get in the swing!
T
he annual BETA Golf Day, on 10 August, was declared a resounding success by all who took part. Players of all ages and abilities made their way to Walsall Golf Club, where the competition began once energy levels had been topped up with a bacon roll or two. Despite grey, overcast skies, the rain held off for a fiercely fought battle on the fairways in which the Charles Owen team – made up of Tom Charley, Ben Charley and Georgina Mitchell – took first place. Ben also came top of the board in the individual competition, with Jack Munday (CountrySmiths) second, Peter Carr-Seaman (Airowear) third, Simon Matthews (Gorringe) fourth, Cathy Judd (Juddpurs) fifth and Ian Mitchell (Airowear) sixth. The Nearest the Pin challenge was won by Peter Carr-Seaman (Airowear), the Longest Drive by Charlie Gordon (Dodson & Horrell) and the Nearest in Three by Simon Matthews (Gorringe). Prizes were sponsored by Hadfield Recycling, Airowear and BETA.
Come to the conference Don’t forget that the 2011 BETA AGM and Conference is set for Monday 17 October at The Belfry, near Birmingham – one whole week after the Horse of the Year Show! We have some great speakers covering a wide range for subjects and there will be plenty of time for some serious networking. Tim Hadaway, organising committee manager for equestrian sport at the London 2012 Olympic Games, will take a break from preparations to discuss the opportunities that the Games will bring to the equestrian industry. Julia Andrews, managing director of Kate Negus Saddlery will focus on visual merchandising.
Julia Andrews
Laura Coffey, of the Advertising Standards Authority, will explain that organisation’s role and take a look at issues surrounding this sector. Explorers Robin and Louella Hanbury-Tenison will give a colourful presentation about their “Seven Long Rides” around the world.
Robin and Louella Hanbury-Tenison
Tim Hadaway
Laura Coffey
Bauer Media group commercial director Charlie Brookes will aim to demystify digital advertising and show how it can be adopted without breaking the bank. Charlie Brookes
There are celebrations for the winning Charles Owen team of (left to right) Tom Charley, 12, Ben Charley, 15, Lisa Gregory and Georgina Mitchell, 16.
The conference begins at 9am and finishes at about 3.30pm. The BETA AGM (for BETA members only) is from 9.30 to 10.15am, followed by the first presentation at 10.30am. Delegates can make the most of The Belfry’s three 18-hole golf courses by booking a pre-conference overnight stay with dinner. For further information and conference rates, or to book a place, contact Tina Rogers, telephone 01937 587062 or email tinar@beta-int.com
Your trade association needs you! The BETA team of Peter Wilkes, of Vale Brothers, and Charlie and Chris Gordon, from Dodson & Horrell, prepare to tee off.
TRAINING COURSES BETA is running a programme of safety and SQP courses throughout October on the following dates: 4 BETA safety course for riding hat and body protector fitting, Dundee 18 BETA SQP course (Day 1), Stoneleigh Park 25 BETA SQP course (Day 2), Stoneleigh Park If you would like to book a place, please contact Tina Rogers in the BETA office.
www.equestriantradenews.com
BETA is run and directed by its council – a group of 20 individuals from the equestrian industry who share a passion for the sector in which they work. They, along with their ideas, views and experiences, are the lifeblood of the association and they work to promote it to a national and international audience.
We are always on the lookout for new members to bring fresh ideas and a different approach to topics and issues. If this is something you are interested in and you would like to find out more, contact Claire Williams or Tina Rogers at the BETA office, email Claire@beta-uk.org or tinar@beta-int.com, or telephone 01937 587062.
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 EQUESTRIAN TRADE NEWS SEPTEMBER 2011 51
Welcome to ETN’s guide to upcoming shows, events, training courses and conferences of interest to the trade.
Spoga trade exhibition in Cologne, Germany. BETA will be leading a British group of companies. Tel 01937 587062, email tinar@beta-int.com
Championships (30 September – 2 October). Appealing to working and apprentice farriers, pre-registration for free entry is via register@farrieryfocus.co.uk For tradestand enquiries, contact 01332 843107.
8-11
4-9
SEPTEMBER 4-6
The (new) All England Jumping Championships at Hickstead gives amateur riders the chance to compete in the famous international arena. There are classes for all levels, with height classes from 1m, amateur finals at 1.10m and 1.20m level up to a £6,000 grand prix. Tradestand and sponsorship opportunities are available. Admission is free to spectators. Contact Simon@hickstead.co.uk tel 01273 834315 ext 131 for details.
Horse of the Year Show (HOYS) at Birmingham’s NEC expects 65,000 visitors for shopping, showing and show jumping. There will be around 250 tradestands in HOYS Retail Village with ‘shopping only’ tickets available to visitors. New for 2011 is a ‘Think Like A Pony’ interactive area with demonstrations and question and answer sessions planned daily. Contact Grandstand Media on 01582 711411.
15-18
9-10
British Dressage National Dressage Championships at Stoneleigh Park. 500 of Britain’s most talented horses and riders will compete for 22 national titles. Around 60 tradestands are expected, for more details and availability, contact Emma Horn on 07971 020 817476
19-21 Glee 2011, the garden, pet and leisure trade show which incorporates Petindex, takes place at the NEC, Birmingham. Visit www.gleebirmingham.com to register for free entry. “The Innovators Zone is designed to provide an at-aglance chance to source innovative products from entrepreneurs and smallscale manufacturers who are taking their first steps into the market, or making their debut at Petindex,” said Nick Davison, event director.
28 Protexin is organising a fund-raising evening in aid of Riding for the Disabled (RDA) at the Avon Riding Centre in Bristol featuring Gillian Higgins and her Horses Inside Out presentation which gives an inside insight into the horse. Tickets are £15, £1 of which goes to RDA. Book at www.equinepremium.com or with Rebecca Moore on 01460 243 230.
NOVEMBER 12-13 Dressage star Laura Bechtolsheimer will be at Your Horse Live at Stoneleigh Park, Warwickshire where she’ll give a number of demonstrations and meet visitors. “I’m delighted to be part of Your Horse Live this year. It’s always a very exciting two days jam packed full of fun and shopping,” said Laura who is clearly familiar with this event! More than 15,000 visitors are expected at Your Horse Live where the likes of Oliver Townend and Geoff Billington are also booked to appear. More details at www.yourhorselive.co.uk
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 HanburyTenison. Special rates are offered for pre-conference overnight stays with dinner. For tickets and information, contact BETA on 01937 587062.
DECEMBER 3-4 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 (pictured) and Philip Spivey. Contact Lisa Scattergood on 01392 421500 or 07710 743045, visit www.contour.uk.net
OCTOBER 1 Farriery Focus, the farriery trade exhibition, at The Forge, Stoneleigh, Warwickshire takes place during the 32nd International Team Horseshoeing
HOW TO GET 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.
www.equestriantradenews.com
EQUESTRIAN TRADE NEWS SEPTEMBER 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. MISS CLAIRE MACKIE, BURE VALLEY STABLES, HALL FARM, OXNEAD, NORWICH, NORFOLK NR10 5HP £261 MS T LAVELLE T/A SHIRES PET & EQUINE STORE, HEART OF THE SHIRES SHOPPING VILLAGE, WEEDON, NORTHAMPTON NN7 4LB £175 LINGFIELD PARK LTD, LINGFIELD PARK RACECOURSE, RACECOURSE ROAD, LINGFIELD, SURREY RH7 6PQ £780 MS HERMIONE MEADOWS T/A M J SADDLERY, UNIT 1 THE OLD SCHOOL, STATION ROAD, KEADBY, SCUNTHORPE, SOUTH HUMBERSIDE DN17 3BT £580 MILE HOUSE VETERINARY CENTRE, DARLINGTON ROAD, NORTHALLERTON, NORTH YORKSHIRE DL6 2NW £3,516 MISS H BENNETT, SEVEN ACRES SPORTSHORSE, RUDDING LANE, EASTRINGTON, GOLLE, NORTH HUMBERSIDE DN14 7BF £1,501 WHITE HORSE RIDING CENTRE LTD, 31 RYARSH ROAD, WEST MALLING, KENT ME19 5JR £834 MR SAMUEL WHITLEY T/A NATIONAL EQUINE DEVELOPMENTS, UNIT 13A WITCH LANE FARM, DEANS LANE, CHARTER ALLEY, TADLEY, HAMPSHIRE RG26 5SE £4,235 GALLOPER HORSEBOXES, UNIT 9 CHALDICOTS FARM, SEMLEY, SHAFTESBURY, DORSET SP7 9AW £517 HORSING AROUND SADDLERY, HOME FARM, ROWE HILL, HOLT, WIMBORNE, DORSET BH21 7EB £231 MRS CAROLINE WYNNE T/A WINSFORD SADDLERY, 11 SWANLOW LANE, WINSFORD, CHESHIRE £389 FOR ANIMALS LTD, MOAT HOUSE FARM, RUSPER ROAD, HORSHAM, WEST SUSSEX RH13 0QW £7,140 SILVRETTA STUD & LIVERY LTD, SHANGRI-LA, WOODFIELD LANE, ROMSLEY, HALESOWEN, WEST MIDLANDS B62 0LR £897 ROY MOORE, K C RIDING SCHOOL, BRICKHOUSE FARM, BOWLEY LANE, BODENHAM, HEREFORD HR1 3LG £947 MR S WHITLEY T/A NATIONAL EQUINE DEVELOPMENT, WITCH LANE FARM, DEANS LANE, CHARTER ALLEY, TADLEY, HAMPSHIRE RG26 5SE £1,289
Equestrian Trade News
MR N CLEMENTS, WHITSBURY MANOR RACING STABLES, WHITSBURY, FORDINGBRIDGE, HAMPSHIRE SP6 3QQ £4,285 MR DONALD MILLER, MARICOTES EQUESTRIAN CENTRE, BENSKINS LANE, NOAK HILL, ROMFORD, ESSEX RM4 1LB £513 MR WILLIAM LOVERIDGE, OLDBANK STABLES, THE STREET, MICKLE TRAFFORD, CHESTER, CHESHIRE CH2 4EP £924 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. . . NOVEMBER ISSUE • FIBRE POWER – Fibre, forage and hay alternatives
• HERBAL PRODUCTS – For equine health and treats
• BOOTS, SOCKS AND GLOVES – To beat the chill
• ASSISTANCE PRODUCTS
WOODHALL STUD, UNEX HOUSE, 132-134 HILLS ROAD, CAMBRIDGE, CB2 8PA £4,547 MANOR FARM EQUESTRIAN CENTRE, SAWTRY WAY, HOUGHTON, HUNTINGDON, CAMBRIDGESHIRE PE28 2DY £594 WENTWORTH EQUINE TRAVEL LTD, WARREN FARM, FOREST ROAD, WOKINGHAM, BERKSHIRE RG40 5QY £1,277 MRS K HANGER, BAROSSA FARM STABLES, DEVILS HIGHWAY, RISELEY, READING, BERKSHIRE RG7 1XR £573 MR JOHN MABBETT, BRYN FARM ANIMAL FEEDS, BRYN FARM, LLANMORLAIS, SWANSEA, WEST GLAMORGAN SA4 3UQ £6,033 THE BRITISH HORSE SOCIETY, 16-17 ABBEY PARK, STARETON, KENILWORTH, WARWICKSHIRE CV8 2XZ £3,489 RDA MILLER’S NOOK RIDING SCHOOL, LOBSTOCK LANE, WESTHOUGHTON, LANCASHIRE £499 MRS ANGELA GARDINER, AJR FEEDS, LLANELLEN, ABERGAVENNY, GWENT NP7 9HF £2,439
– Making life easier for riders and owners with disabilities or difficulties
MR ROD MURRAY T/A HORSEPOWER PHOTOGRAPHY, THE COLLEGE EQUESTRIAN CENTRE, CHURCH ROAD, KEYSOE, BEDFORD MK44 2JP £751
Editorial for consideration should be received by 7 October.
MS GEMMA AUSTIN, TOUCHWOOD STUD, HUNGERFORD PARK, HUNGERFORD, BERKSHIRE RG17 0UU £204
Telephone: 01937 582111 Email: editor@equestriantradenews.com 54 SEPTEMBER 2011 EQUESTRIAN TRADE NEWS
AWUAH OHENE-GYAN T/A WOOSEHILL VETS, OLD SURGERY, EMMVIEW CLOSE, WOKINGHAM, BERKSHIRE RG41 3DA £291
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