ETN - Equestrian Trade News - September 2015

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 2015 Volume 39, No 9 Monthly

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

IT’S FEED TIME!

Profitable products and seasonal trends

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

AUTUMN ACTION

Clippers, rugs and new products to stock

PLUS • Employing temporary staff • Shop security advice • Social media made easy

ETN is the official media partner of BETA International

D E T I E ED D R I C S C N A I E RA UR T T A E AM PD F C P SQ

... the magazine for the industry, about the industry, by the industry

Editor’s Comment IF ever our trade had good reason to be evangelical about an issue, it’s the growing resistance to worming drugs.

And, my goodness, the companies behind these products are working so hard to protect their future use. Cynics might claim it’s all very well for pharmaceutical giants able to afford it to preach to the rest of us. But who else is going to do it…?

Who else is explaining to the average horse owner that if she (it’s usually she) keeps worming indiscriminately with only a vague idea of her horse’s weight and parasite burden, there will come a day when she’ll buy a worm-riddled yearling - and there won’t be the drugs to treat it.

At the risk of joining the zealots, I try to think about wormer resistance like climate change. As individuals, we can’t alter the situation overnight, but we can all do our little bit without lifechanging hardship.

PS. Even after doing egg counting and saliva testing, don’t forget to treat for encysted small redworm this winter!

HERE at ETN, we’re enormously flattered when our news stories and features are reproduced on companies’ social media or websites.

Strictly speaking, however, it’s a breach of copyright to do this without first asking and receiving our permission.

It’s not that we’re being mean. Nor are we ungrateful for the additional publicity. Although as a B2B publication, ETN has a selected audience.

Unintentional breaching of our copyright can have further implications. For instance, sometimes we have gained permission from a photographer to use his or her work in ETN on a one-off basis. That carefully brokered agreement is broken by unauthorised reproduction of those images elsewhere.

Copyright is automatically granted to those who create original work. Words, pictures and design are a publication’s stock in trade, just as saddles, haynets and dandy brushes are a retailer’s.

So please, do not take ETN’s goods without permission.

ON a recent BETA-run social media course, Simon Weatherald – who’s run Yorkshire retailer Bardsey Mills for more years than the youngest attendee – impressed fellow delegates with his enthusiasm for the medium.

Picture the scene. Simon is working away in his office as an artic lorry draws up outside to make a delivery. Suddenly there’s a commotion, so Simon looks out of the window to see what’s happening. The lorry cab was on fire…so he sprang into action…

“I put something on Facebook… then I rushed outside to help put out the fire,” he said.

• Bardsey Mills features in Retailer Profile on page 34.

Liz Benwell

www.equestriantradenews.com

CONTENTS

SEPTEMBER 2015

NEWS.................................................................... 4 PRODUCT NEWS Find out what’s new............................................ 12 SHOP SECURITY ADVICE

COVER STORY

How to foil thieves.............................................. 18 AMTRA ACCREDITED SQP CPD FEATURE Top up your CPD points....................................... 20 WORMING FEATURE Do horse owners ‘get it’?.................................... 22 Industry news and opinion.................................. 26 LEGAL DIGEST

COVER STORY

Employing temporary staff................................. 27 SOCIAL MEDIA MADE EASY.

COVER STORY

........... 28

RUGS & CLIPPERS New products to stock........................................ 30 RETAILER PROFILE We visit Bardsey Mills........................................ 34 BETA MEMBERS’ PAGE....................................... 36 ETN TALKS HORSES With Leslie Sutcliffe........................................... 37 FEED FEATURE

COVER STORY

A nutritionist’s view............................................ 38 Topical trends and tips....................................... 40 PEOPLE............................................................... 47 RETAIL CONSULTANCY Laurie May on turning browsers into buyers...... 48 COUNTY COURT JUDGMENTS............................. 50

FRONT COVER: The eye-catching image on this month’s front cover comes courtesy of Faulks & Cox Ltd. It features Tubtrugs Flexible which are available in 13 great colours and eight different sizes, making them perfect for a host of daily tasks in the stable yard, paddock and beyond. (Photo: Chris Heffernan)

EQUESTRIAN TRADE NEWS JULY 2015

News

4

NOPS to become stand-alone code THE NOPS scheme, set up in 2009 to help reduce the risk of naturally occurring prohibited substances in equine feed, is set for key administration changes that will see it continue to grow and develop its international presence.

From February 2016, the scheme, currently run as an appendix to the Agricultural Industries Confederation’s (AIC) UFAS/FEMAS Code (Universal Feed Assurance Scheme/Feed Materials Assurance Scheme), will become a stand-alone code run solely by BETA. As part of the review process that accompanies the change, the list of naturally occurring prohibited substances is likely to be amended with additions and one notable deletion currently being considered. The final list will be published following discussions with the British Horseracing Authority (BHA).

Chris Gordon, chairman of the BETA NOPS Working Party, said that, although the assurance scheme with NOPS as an appendix had been a great success, anomalies arose and compromises had to be made by both BETA and the AIC to accommodate NOPS within UFAS/FEMAS. “The revised NOPS Code controlled fully by BETA will better serve both existing and future BETA NOPS companies and enable the trade association to grow and expand the code internationally,” he added.

All companies wishing to be audited to the BETA NOPS Code in future will need to have evidence of accreditation to one of the recognised HACCP (Hazard Analysis and Critical Control Point) based assurance schemes in place. BETA will supply a list of these in due course.

It is expected that the scheme will continue to be audited by Kiwa PAI – one of Europe’s leading accredited food product certifiers. The current NOPS Appendix will continue to operate normally until the new code is issued.

Andy Hallington, chairman of the UFAS Working Group, said: “The new relationship between AIC Feed Safety Schemes and the BETA NOPS Code is a sign of how far we have come since the appendix was first published.

Separating the control of NOPS into a stand-alone scheme allows AIC and BETA to concentrate their efforts in their respective areas of expertise.”

Feed assurance schemes can play an important role in keeping prohibited substances at bay. Many equine feeds and supplements are accredited to the BETA NOPS assurance schemes.

BETA executive director Claire Williams added: “Since the BETA NOPS code was introduced, a number of potentially serious incidents of contamination by naturally occurring prohibited substances have been averted or contained and the supply chain for feed ingredients has become more transparent.

“The decision to make BETA’s NOPS scheme a code in its own right can only strengthen what is already an extremely effective system.”

MODEL MEMORIES: WINNING a raffle at BETA International gave Nottinghamshire retailer Claire Sellors the chance to pay tribute to her horse of a lifetime. Her prize was a genuine Breyer model painted to look like a horse of her choice.

Claire chose her Welsh cob Hobnob, or Nobby as he was affectionately known. Nobby was a prolific winner on the local show circuit as well as having a cheeky character and being a wonderful colour.

“I couldn’t believe it when Breyer rang to say I’d won,” said Claire who runs Sellors at Calverton with her husband David.

“Nobby really was my horse of a lifetime, and with so much skill and hand craftsmanship behind their models, I couldn’t think of a nicer way to commemorate him.”

“We’ve been a Breyer stockist ever since we opened and have been lucky enough to have had a few special limited edition models in store. But this one will never be for sale!”

Troubled retail brand has “new and improved” webshop THE owners of Derby House launched what they describe as “a brand new and improved webshop” last month.

“We are very excited to offer our equestrian customers a superior shopping experience and revamp of the brand,” said digital marketing manager Rebecca Spence in an email to ETN. However, when ETN asked for more information, none was forthcoming.

Derby House Ltd went into administration in December 2013 and was subsequently sold to Newtyle Trading Company Ltd, (ETN January 2014).

At the time, the new owners said the business would continue to trade through the internet retail website www. derbyhouse.co.uk A full page advertisement in the 13 August issue of Horse & Hound invited readers to save 10% when they shop online with Derby House.

ADVERT INDEX

Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales@equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0345 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

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

The magazine is independent of all groups.

Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526

Agrihealth...........................................................31 Allen & Page.......................................................39 Animalife..............................................................3 Back On Track......................................................33 Baileys Horse Feeds.............................................43 BETA International...............................................50 Blacks Solicitors...................................................29 Breyer.................................................................14 Citrus Lime..........................................................10 Classified.............................................................49 Clippersharp........................................................32 Cox Agri..............................................................30 Dodson & Horrell Limited.....................................41 Equerry Horse Feeds............................................45 Equisafety.............................................................8 EquiSal................................................................24 Faulks & Cox Ltd..................................................35 Jenkinsons...................................................15 & 17 Lister Shearing.....................................................32 Mars Horsecare UK Ltd...........................................9 NAF........................................................... 7 & OBC Norbrook Laboratories Ltd....................................25 Outdoor Trade Show.............................................6 Alan Paine...........................................................13 Pelgar.................................................................44 Saracen Horse Feeds............................................11 SEIB......................................................................5 Sherwood Forest................................................ IFC Shires Equestrian.................................................16 Snowhill Trade Saddlery......................................IBC Stud Muffins........................................................12 L S Sales (Farnam) Ltd..........................................37 Virbac Ltd............................................................19 Web Directory.....................................................50 Westgate labs.....................................................26 Zoetis UK Ltd.......................................................23

www.equestriantradenews.com

5

Container specialist launches in Spain

Dean Cox (left) of Faulks & Cox celebrates the opening of Tubtrugs Europe SL with Engel Niggendijker who heads up the new Spanish based company.

FAULKS & Cox, the originator of Tubtrugs flexible tubs, has set up a new company in Europe.

Tubtrugs Europe SL, based in Alicante, Spain, opened last month (August).

“We’ve supplied Tubtrugs to many customers across Europe for many years,” said managing director Dean Cox. “Now we’re offering a much wider range of products and it’s time to consolidate and make our full range easily available to customers old and new.”

Heading up Tubtrugs Europe SL is Engel Niggendijker. With 20 years’ experience in the European container market, he speaks fluent Spanish, English, French, German and Dutch plus some Italian and Portuguese.

Internet “helping drive buoyant second-hand tack market” INSURANCE claims for stolen tack are up by 45% compared with a year ago.

The south-east of England was particularly hard-hit, according to figures from NFU Mutual.

“We’re frequently being told by Horse Watch Schemes that tack theft is becoming a huge problem in their areas and this is backed up by our claims data,” said Victoria Walton of the insurer.

“The internet has helped to drive a buoyant second-hand tack market and anecdotal evidence suggests that thieves could be using it as their shop-front to sell on stolen tack.

She went on to warn that thieves are moving away from an opportunistic theft of one or two saddles to targeting entire tack rooms.

NFU Mutual’s annual rural crime data is based on claims received in 2014.

• See ‘How secure is your shop?’ on page 18.

Campaign champions equine health PREVENTATIVE equine health care and responsible horse ownership are the themes of a new campaign that launches this month.

Keeping Britain’s Horses Healthy (KBHH), supported

by BEVA (British Equine Veterinary Association) and the AHT (Animal Health Trust), is running Horse Health Week on 21 - 28 September.

During the week, KBHH will promote seven pillars of responsible horse ownership, namely: infectious disease, parasite control, nutrition and weight management, teeth and dentistry, hoof care and farriery, well-being (environmental management), breeding and end of life care.

Responsible owners’ packs and the chance to participate are available at www.healthyhorses.co.uk

www.equestriantradenews.com

News

6

HARRY’S HERO: OLYMPIC silver medalwinning eventer Ian Stark has joined Matchmakers International as a product adviser to its Harry Hall brand. “I’ve still got my Harry Hall show jumping jacket from the Los Angeles Olympics,” said Ian (pictured in action at the 1984 Games). “More recently, through the Ian Stark Equestrian Centre in Selkirk, we’re very much focused on helping riders to meet their potential and enjoy – safely – all the fun riding offers.” These days Ian’s a renowned cross country course designer too.

NEWS IN BRIEF • BETA International exhibitors have been warned to beware of bogus offers from an accommodation agency. “Exhibitors Housing Management does not represent BETA International in any way and has no authority to use its information or logos,” said a spokesman for BETA International. “The trade fair has its own dedicated booking agency, Event Express, which can negotiate the best rates for individual reservations, with discounts of up to 50% off list prices. See www.beta-int.com for more details.

• AN app providing travel safety information for business travellers worldwide is free to download from iTunes and Google Play. The Safeture app provides real-time, local detail 24/7 on health alerts, severe weather warnings, local emergencies, civil unrest and terror attacks. It provides a one-click connection to local emergency services; while users can choose to share their location with family, friends and work colleagues.

• MORE than 50% of people say they would share their car if they could find someone suitable, says a survey by car hire firm Nationwide. Car sharing saves on fuel; and if the average car occupancy was increased by half, traffic would fall by one third.

• BARBOUR became the first retail brand to use Twitter Collections in the UK last month (August). The new feature enables brands to sell directly to customers through social media. Barbour used it to launch its new Barbour for Land Rover Rugby range.

• E-TICKETING, introduced for the first time at this year’s Royal Welsh Show, was reported to be a great success. “More than12,000 visitors purchased them online to benefit from discounted pre-show prices and avoid the queues at the gate,” said Steve Hughson chief executive of the Royal Welsh Agricultural Society (RWAS). More than 1,000 international show-goers from 34 countries registered at the Builth Wells’ showground’s International Pavilion, say the organisers.

• ALVECHURCH Riding Club, based in the village of the same name near Redditich, Worcestershire, has become the 500th club to join the British Riding Clubs movement.

• POP-UP retail is booming. Said to be worth £2.3billion, pop-ups now account for 0.76% of total UK retail turnover, according to research by mobile phone company EE. Well established retailers and online-only brands are using popups to test and expand into new locations and product lines.

In the past 12 months alone, 8% of retailers report having launched a pop-up while 10% plan to open one in the next five years. There are estimated to be 10,000 examples of pop-up outlets across the UK.

www.equestriantradenews.com

7 Prosecution for e-Bay seller AN e-Bay seller has been fined for illegally retailing animal medicines.

Andrew Kennard pleaded guilty at Newport Magistrates Court on 19 June to one charge under the Fraud Act. He had previously admitted six offences under the Veterinary Medicines Regulations at an earlier hearing.

Kennard was fined a total of £855 including costs and victim surcharge.

The case related to the sale of NFA-VPS products such as Drontal, Frontline and Advantage via the internet site.

A veterinary medicine classified as NFA-VPS may be supplied by an RQP (a vet, pharmacist or appropriately qualified SQP [suitably qualified person]) provided the requirements for supply are met. These medicines do not require a prescription.

Why are tack shops reluctant to stock books?

Dear ETN, I set up Forelock Books after almost 20 years with Penguin Books. While at Penguin, I was saddened to see the demise of great pony stories - like the ones that inspired me to read and ride as a youngster.

Several publishers warned me that it was all about celebrity and that really good stories were no longer enough. I disagreed and set up Forelock Books with some truly great authors including none other than KM Peyton (MBE), aiming to produce books that would appeal to boys, girls, riders and non-riders alike, that would be treasured into adulthood.

The books we have produced so far have gone down extremely well. We sell a lot at Pony Club events, shows like Hickstead and the big horse trials.

However, tack shops have been extremely reluctant to stock our books. The most common reasons I’ve been given are: “People only come to tack shops for things they actually need.”

“Parents are more likely to treat their horse than their child.”

“It’s hard to display books well and the counter is too cluttered for counter displays.”

“We’re not a book shop.”

The look and feel of our books sets them apart from others. They are not a series but they are best displayed together as we have chosen co-ordinating colours that are similar to other equestrian items such as brushes and headcollars.

I understand retailers’ concerns, but maybe an area in-store dedicated to children and displaying the books would attract new customers including those who don’t own a pony. And there are always children looking for something to do while it’s raining or the pony is lame.

Do you think there’s hope for modern pony stories for young riders? Or should we start marketing Books4Horses?

Yours etc Michelle Charman, publisher, Forelock Books, Pulborough, West Sussex

How to have your say ETN welcomes letters to the editor. Please write to ETN Stockeld Park, Wetherby, West Yorkshire, LS22 4AW or email editor@equestriantradenews.com We reserve the right to edit letters for reasons of space and clarity.

www.equestriantradenews.com

2016

NEC, EC, Birmingham, UK 24-26 January www.beta-int.com

BETA International news…from ETN…official media partner… BETA International news…from ETN…official media partner…

Main Sponsor

BETA International news…from ETN…official media partner…

ETN to sponsor Innovation Awards

ETN - BETA International’s official media partner - is to sponsor the show’s Innovation Awards for another year.

The business accolades celebrate and reward products displaying flair, creativity, cuttingedge technology and inspirational invention.

“Some great products and ideas have emerged via these awards ETN’s Liz Benwell and Nicki Lewis over the years, so it’s a privilege present a BETA International for ETN to be their sponsor,” said 2015 Innovation Award to Emma Lawton whose Skup product ETN editor Liz Benwell. was entered by Battles. Who will “It will be exciting to see who follow her success in 2016? wins in January 2016 and, as usual, ETN will be the first with the news in our weekly e-newsletter and coverage in the February issue.”

There are ten categories in the Innovation Awards – Country Fashion & Footwear, Feed & Supplements, General, Horsecare Equipment & (horse) Clothing, Pet Products, Rider Clothing, Rider Footwear & Chaps, Saddlery & Tack, Safety & Security and Technical Outdoor Clothing & Footwear.

The awards are open to all exhibiting companies. Entry is free, provided that all items featured have been introduced to the market no more than 12 months before the show and did not appear at BETA International 2015.

Entries are judged by a panel of industry experts during the first day of the show, with trophies presented to the winners during an awards ceremony on the Fashion Show stage.

“We’re extremely pleased that ETN is to lend its support to the Innovation Awards,” said BETA International organiser Claire Thomas.

“The magazine enjoys a fantastic reputation among the equestrian trade for its news reporting and products coverage, and I can’t think of a more fitting sponsor.”

Free coach service bigger and better BETA International has extended its free coach service to make travelling to next year’s trade exhibition even easier.

Coaches supplied by Momentum Coach Hire will provide a return service on the first day of the show, 24 January.

Coaches will operate from Carlisle, Chelmsford, Durham and Exeter, leaving early in the morning and stopping off at collection points en route to the NEC, Birmingham.

“Our free coaches always prove popular and, after numerous enquiries from retailers in the north-east, we took the decision to run an additional service from the region,” said BETA International organiser Claire Thomas.

“It’s extremely important to us that our visitors have a great trade show experience and this service is a key factor.”

Seat reservations can be made online via the Free Coach Service page on the BETA International website, www.beta-int.com. A detailed timetable is available to help visitors locate their nearest collection point.

All passengers will receive a complimentary goody bag from main sponsor Neue Schule.

For further information about the service, contact operations manager Jackie Woolley, telephone 01937 582111 or email jackiew@ beta-int.com.

New name at the coffee shop SCHOCKEMÖHLE Sports is the new sponsor of the BETA International Coffee Shop under the banner of its footwear brand, TONICS. “Over the past two to three years, the UK has grown to be one of our most important markets,” said Dennis Brömlage, head of marketing and communications for the German company.

“BETA International is the perfect platform for marketing our brands and products in the UK and beyond. Sponsorship of the Coffee Shop gives us the opportunity for extra brand recognition before, during and after the show.”

The Schockemöhle Sports TONICS Coffee Shop will offer a relaxed and informal meeting area for visitors and exhibitors at the heart of BETA International.

“Schockemöhle Sports has exhibited at BETA International since 2010, so it has first-hand experience of just how influential a presence here can be,” said Claire Thomas.

“We already enjoy a fantastic relationship with Dennis and the rest of the Schockemöhle team and we’re really looking forward to working alongside them as we move towards 24 January.”

How to get involved

BETA International is the world’s leading equestrian, country clothing, outdoor and pet product trade exhibition. Next year’s show takes place at the NEC, Birmingham, from 24 to 26 January.

Admission is strictly trade-only and free to pre-registered visitors.

For information about exhibiting, contact James Palmer, telephone +44 (0)1937 582111 or email jamesp@beta-int.com. See the current list of exhibitors for next year’s trade fair and find out all you need to know at www.beta-int.com

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

News

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BETA highlights its work and members at Gatcombe © Photos by Bob Hook THE 2015 Festival of British Eventing, at Gatcombe Park, saw BETA celebrating its 10th anniversary as presenting sponsor. To mark the occasion, the trade association presented a clock to all riders. The highest-placed competitor who completed the British Open for the first time – Olivia Wilmot on Cool Dancer – was given the BETA Anniversary Trophy, a new award that will continue to be presented each year.

BETA also lent its support to the Pony Club Team Show Jumping, providing prizes to third place. All riders in this competition and the Mounted Games were given a BETA goody bag and clock when they took up the trade association’s invitation for a free riding hat or body protector safety check.

“The Festival of British Eventing is always very special, but this year was a tremendous landmark for us,” said BETA executive director Claire Williams. “It has been a real privilege to have played a key role in one of the country’s most successful and highly regarded equestrian events and we have loved every minute.

“We have met some fantastic people along the way and had the opportunity to promote our work – and that of our members – to an audience of enthusiastic and knowledgeable horse owners and riders.

This year, we did the same again and had a fantastic time chatting to visitors and rolling out our celebratory competitions and commemorative prizes.”

Competition remained high

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

Claire Williams presents the new BETA Anniversary Trophy to Olivia Wilmot who was also congratulated by HRH The Princess Royal.

on BETA’s agenda throughout the event, with a popular #betagatcombeselfie social media photo challenge and the BETA luxury prize draw offering £1,500 worth of equestrian goodies for horse and rider.

Limited-edition BETA doggy bandanas were handed out to canine visitors in return for a donation to the Riding for the Disabled Association, while Trigger and RoboCob, BETA’s two mechanical horses, were operated by volunteers from The Brooke and the Side Saddle Association. The initiatives raised a total of more than £1,100 for the RDA and The Brooke.

Free riding hat and body protector checks were offered to all riders and BETA gave everyone taking up this service a discount voucher worth 10% off the price of a new safety garment when bought from a participating BETA-member retailer.

BETA gave goody bags to all those signing up to the National Equestrian Research Panel and held its annual tradestand holders’ breakfast, where the winners of the BETA Best Stand Awards were announced.

Sculptor Sarah Coward – famed for her stunning equine bronzes – took the Best Large Stand Award, with Urchin Clothing as runner-up. Best Small Stand was won by Parkers Cufflinks, a father-and-son team who create jewellery and cufflinks from gun cartridges, with Yorkshire pet food manufacturer Harringtons as runner-up.

www.equestriantradenews.com

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EQUESTRIAN TRADE NEWS SEPTEMBER 2015

Product News Hi-viz that’s set to shine!

THE new NightRider range from Equisafety will surely set the hi-viz market alight this autumn.

What’s so exciting about this collection comprising jacket, exercise rug and equine boots is that it shines. Yes, really, it glows…

First up, the Mercury Jacket.

Using EN20471 standard, reflective, soft touch fabric, this lightweight but warm jacket is waterproof with taped seams. It features Equisafety vapour technology for breathability.

The Mercury incorporates a flash of high visibility material alongside the illuminating properties of the silver-grey fabric which shines in sunlight, headlights and torchlight.

It also gives the illusion of pearlescence in sunshine. And when the jacket beams, the hi-viz colours look even brighter.

The machine washable (at 30 degrees) jacket comes in ladies’ and men’s sizes. Colours are silver/pink or silver/orange and the RRP £110.

The Mercury Exercise Rug uses a similar fabric. Like the jacket, it’s also waterproof and breathable with a moisture transfer mesh lining.

Features include belly straps, tail straps, adjustable neck strap and large tail guard with attachment loops.

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

12 Sizes are pony (6’), cob (6’3”), horse (6’9”) and x-full (7’) with a choice of silver/pink or silver/orange colourways. The rug’s RRP is £105.

Matching Mercury Leg Boots come in the same shining material.

They are adjustable with hook and loop fastenings and come in packs of one pair. Colours are again silver/pink or silver/orange and the RRP is £15.99 per pair. t Equisafety 0151 678 7182

www.equestriantradenews.com

13 When recovery is crucial CLASSICAL dressage trainer Peter Maddison-Greenwell faces a unique challenge when delighting audiences at the likes of Kenilworth Castle and Hampton Court.

“We perform classical dressage at wonderful historical places,” he said.

“However, unlike most competitive venues, the arenas we work in are often very small with inconsistent surfaced or wet, uneven grass. There’s seldom a suitable warm up area, if one at all.”

Add in the fact that many of Peter’s highly trained horses are in their late teens and 20s, and you can begin to see how keeping them sound is indeed a tall order.

“The ground conditions can make it hard in particular for the older horses,” he added. “Performing many weekends in a row, they need to recover quickly and be ready for the next round of travel and shows.”

Peter reports that he has found the key to keeping his horses on the road (literally) thanks to Vetroflex Intense. Along with Vetrofen Intense, the product is part of the Intense Lifestyle collection from Animalife.

Vetrofen Intense is available in 105g and 315g tubs, RRP from £54.99. Vetroflex Intense is available in 420ml and 1260ml bottles, RRP from £39.99. t Animalife 0845 365 0050

Rugs that respect electric fences HOTLINE Electric Fencing has become the exclusive distributor of Guardian Equestrian’s patented electric fencing responsive rugs.

The partnership has developed a new Fence Buster Turnout range, designed to ensure horses respect electric fencing - even when wearing several rugs.

Launched this month, the rugs work by instantly transferring the pulse from an electric fence directly through to the inside of the rug. The same design is incorporated into neck covers to prevent horses ducking under or leaning over electrified fences.

The range comes in sizes 5’ to 7’ in burgundy/grey or red/ grey. A rug plus neck cover has an RRP of £124.80, with a rug, neck cover and 150g liner package at £150. t Hotline Electric Fencing 01626 331188 • More rugs on page 31

Keeping whites bright WHITE bandages and boots are crucial to the dressage ‘look’. But how to keep them clean?

Golly Galoshes, the clever waterproof and breathable gaiters designed to be worn over boots and bandages, are a brilliant solution.

Fans include para-dressage medallist Natasha Baker who says: “Golly Galoshes are an ingenious idea for schooling/warm-up and out hacking, helping to keep my boots and bandages looking good and staying dry, no matter what the conditions.”

Available in a variety of colours, including plain black, navy and Patriotic, Golly Galoshes feature secure hook and loop fastenings and full length zip with protective fleece lapel for security and comfort.

RRPs are from £25.99 per pair (miniature pony) to £34.99 for horse size. www.equestriantradenews.com

Product News Size doesn’t matter HKM has added larger sizes to its Miss Blink breeches collection.

Now available in sizes 8 to 28, the popular denim high-waisted breeches have attractive design detail.

Miss Blink is already a top seller in Europe in the larger sizes, which come in the indigo/ copper colourway. t HKM UK 01952 691784

Handy pack hoof care DENGIE Healthy Hooves is newly available in handy 15kg bags with an RRP of £9.99.

The complete low-calorie, high-fibre feed, approved by the Laminitis Trust, is packed with B vitamins which are essential for hoof health.

Low in starch and sugar, it’s made from a blend of chopped and pelleted alfalfa and straw, with a light molasses coating, garlic plus vitamins and minerals.

Key nutrients include zinc, calcium and biotin, which, when fed at the recommended quantity, provides levels that research has shown improve hoof growth and hardness.

20kg bags of Dengie Healthy Hooves have an RRP £12.79-£13.49. t Dengie Feedline 0845 345 5115

14 New generation of bird feeders PETFACE has a come up with a cure for everything that’s annoying about wild bird feeders, Thanks to the patented LokTop system, the lids always stay on. The hanger moves to one side for filling, then the lid locks back into place.

This means the feed inside stays dry and fresh, while there’s much less mess left on the ground.

Each feeder’s components can be separated for cleaning, something made easy by removing the central fixing pin.

Seed and nut feeders come in various sizes; the seed feeders have detachable perches and neat stations where the seed is delivered.

Petface also supplies a wide range of bird feeds, treats, nest boxes and bird baths. There’s even a squirrel baffle designed to outwit these clever wild bird feed raiders, as well as caged feeders.

The entire collection looks modern, clean and appealing for attractive display in store – yet it blends in sympathetically in the garden. Petface exhibited at BETA International 2015. t Petface 01462 744500

15 Wet dogs? No worries…

Reading matters

LIKE most good inventions, Ruff and Tumble Dog Drying Coats were born of necessity.

Alison Priestley simply couldn’t get her happy but mucky dogs dry and warm using man-made products…

So, desperate to protect her car, house and pets, she developed these doggy dressing gowns in soft, durable, double-thickness cotton towelling.

The result is a close-fitting, comfy canine cover that quickly gets dogs warm, cosy and dry after a wet day’s work or play. Easy to put on, Ruff and Tumble coats have a cosy neck collar and a wide tummy strap which fastens with Velcro.

They would go down a treat with your gundog owning customers as well as for playful pets. The coats are also suitable for dogs recovering from surgery or after hydrotherapy.

Available in sizes XXS –XL, with special sizes to order, colours are brick red, bottle green, mink, black and Sandringham blue. Coats can be personalised and are machine washable.

Dog bed covers and cotton towelling throws are also available. t Ruff and Tumble 03332 079960

WITH Christmas around the corner – at least in terms of buying in suitable stock – there’s never been a better time to check out the latest book launches.

J. A. Allen has two new titles from well-known equestrian names that are bound to appeal.

In Modern Horse Management (£22.50) top show producer and Horse & Hound columnist Katie Jerram gets to grips with keeping horses happy and healthy.

The title offers even the oldest hands some new ideas and guides new owners in equal measure.

A great volume for students or anyone working with horses.

More than 30 years after the first publication of Reiner Klimke’s classic work comes this exciting new edition.

With new photos and updated by his daughter, international rider Ingrid Klimke, Basic Training of the Young Horse (£21.99) is based on sound, practical and theoretical advice.

It’s a valuable handbook for competition riders as well as amateurs keen to get it right with their young horses. The book takes the reader from foal handling through backing and early riding, to jumping and the first competition. t J A Allen 0207 251 2661

Product News Protection and therapy combined NEW Back on Track Bell Boots are designed to support increased circulation in the hoof while protecting from overreach injuries.

Made from high-strength neoprene, they have leather look outers and sturdy Velcro closures.

The boots are lined with Back on Track’s revolutionary Welltex fabric which is infused with ceramic particles.

These particles cause long wave, infra-red heat to radiate back towards the body. Among the reported benefits are increased circulation, which can relieve joint tension, maximise performance and help avoid injury.

Back on Track Bell Boots are ideal for use during recovery as well as to prevent injury to the coronet or heel area.

Available in small, medium or large in black, brown or white, the RRP is £40 per pair.

Training aid returns EQUILIBRIUM Products has repackaged and re-launched its Symmetry Straps.

The lower leg training aid is designed to help riders develop a feel for the correct position in the saddle. It works via a discreet connection between the stirrup iron and the girth.

Symmetry Straps incorporate an in-built safety release system making them suitable for any type of riding and jumping. In one size, the RRP is £9.95 per pair. t Equilibrium Products 01442 879115

16 Growing up with horses….

BORN to Ride is the great name for a new, fun range of infant and toddler equestrian themed clothing.

It’s part of the imaginative Horses With Attitude (HWA) collection, which has been distributed by Jenkinsons for the past couple of years.

Born to Ride encompasses a jacket, sweater and polo shirts, plus the best-selling baby romper which was launched last year.

The new polo shirt has a ribbed collar and cuffs, twill and taping at the back neck and side vents with a two-button wide placket. In hot pink or black, sizes are six to 12 months and 12 to 24 months The Born to Ride crew neck raglan sweatshirt has contrast sleeves and rib detail. In heather/navy and pale pink/fuchsia, sizes are six to 12 months, 12 to 18 months and 18 to 24 months.

Also new is a Born to Ride girls’ quilted jacket. With hidden zip and storm flat, vintage style studs and adjustable belt, it meets this season’s style criteria. In pink, the jacket comes in various sizes from one to six years.

The full infant range plus new children’s and adults’ hoodies are featured in the Jenkinsons 2015/16 catalogue, available to the trade from mid- September. t Jenkinsons 01924 454681

17 Sock it to ‘em

Spurs that don’t mark

SOCKMINE are British made sports socks, manufactured in North Nottinghamshire by family business Roy Lowe & Sons.

An equestrian range includes Bramham, Blair and Chatsworth designs.

Made from a blend of top quality yarn and Coolmax fibre, they are soft to touch and keep the skin comfortable and dry. Because this company believes that one size does not fit all, they come in various sizes.

In addition, there’s a Competition Equestrian Sock with a lightweight, slim fitting leg and Coolmax padded foot. t SockMine 01623 441144

SPRENGER has updated its Comfort Roller spurs to include a vertical rowel. They are FEI [international horse sports] and British Dressage (BD) legal.

Thanks to the position of the rowel and its increased thickness, the spurs are ideal for horses with easily marked skin. Fans include Michael and Maria Eilberg.

The Comfort Roller line comes in Ultra Fit (RRP £66.40) and Ultra Fit Extra Grip which are rubber covered (RRP £81.66). t Zebra Products 01352 763350

Scrummy snacking

Helping horses focus

TALISKER Bay, the company behind the Likit brand, has given Stud Muffins a smart new look with updated, eye-catching packaging since it took over manufacturing.

Containing a host of natural ingredients, including linseed, fenugreek and whole grains, these handmade snacks have scrummy appeal to every equine.

Stud Muffins come in a variety of pack sizes, including new resealable bags for freshness. Counter top display stands are available from distributors Westgate EFI and Trilanco. t Talisker Bay 01655 750523

FRENCH Blinkers attached to the bridle cheekpieces are said to help horses focus on the job in hand.

They’re regularly used in racing and are increasingly popular for show jumping.

This example by Nuumed is made from dense, soft British wool with full length Velcro fastenings for easy fitting.

They come in black, brown, natural, blue and red, with an RRP of £17.75.

Noseband Covers (RRP £13.50), also in British wool, are offered in similar colours. t Nuumed 01458 210324

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Better Business

HOW SECURE is your shop?

A leading insurer has described the secondhand tack market as “buoyant” (see News). So don’t give thieves easy ride, says Steffan George.

T

heft of tack, rugs and equestrian equipment is a constant worry for tack shop owners - and lucrative business for thieves. And it’s easy to see why.

Goods valued at thousands of pounds are stolen every year. Yet while cunning thieves see it as easy picking to make a fast buck, securing premises and protecting stock is all too often considered an afterthought.

Indeed, it’s fair to say that these things are often only

taken seriously after a crime has taken place.

Being raided by thieves and losing your entire stock could have serious consequences for your business. It causes untold hardship and stress, and has a huge impact on insurance premiums.

Undertaking a security assessment mitigates these risks. It involves inspecting the exterior of the business for damage to doors and windows and checking that all locks and any fitted security

alarms are working correctly.

A professional locksmith can check your locks and, where necessary, upgrade and fit the appropriate additional security hardware, including security grilles/gates, window film and top and bottom bolts to doors.

You may even want to look at creating a ‘safe room’ within your premises in which to hold particularly valuable stock.

For a list of security products that have been independently

WHAT THE POLICE SAY • Burglars are likely to be deterred if they feel they are going to make a lot of noise or if there is a high risk of being spotted. Effective measures like dusk-tilldawn lighting are a useful deterrent.

• Burglars typically spend five minutes at most trying to gain entry into a property. So fitting high quality, resilient locks, or grilles to act as a barrier before even getting to the doors/windows deters intruders.

• Premises with high value items in plain sight are the most appealing; so ensure valuable stock is stored out of view.

• Burglars are put off by premises with alarms that look new and modern. An old, worn out alarm box is more likely to attract burglars.

• A burglar’s exit strategy often involves the rear of a property, so high surrounding fences will put them off.

A high fence is a simple

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

and cost-effective way of safeguarding your business against potential burglars.

• After unlocked doors, burglars see lock snapping as the easiest way in. To counter this, any lock cylinders on your doors should be approved to SS312 Diamond, or failing that have met the 3 Star TS007 Kitemark level.

This is especially relevant for business premises with aluminium shop front doors that use Euro Cylinders.

tested to ensure they are of good quality, visit: www.soldsecure.com Ill-secured and poorly maintained premises are an easy target, as it presents thieves with a relatively low risk and high gain opportunity.

Maintenance is vital as rusted locks, chains and hasps and staples, cracked panes of glass and rotten frames and sills are all items that opportunistic thieves look out for.

Fitting the wrong locks or incorrectly done repairs can undermine security and potentially affect insurance premiums/cover should the worst happen. For peace of mind, consult a professional.

Other ways of improving security include alarms, outdoor security lighting such as motion sensor lighting and CCTV systems.

ABOUT THE AUTHOR DR STEFFAN GEORGE is development director at the Master Locksmiths Association (MLA).

Established more than 50 years ago, the MLA sets and promotes standards of conduct, practice and materials within locksmithing. The MLA is a not-for-profit association recognised as the authoritative body on locksmithing by the Police, Home Office and British Standards Institute (BSI). Member companies, which undergo strict vetting procedures, can be found on the MLA website at www.locksmiths.co.uk www.equestriantradenews.com

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EQUESTRIAN TRADE NEWS SEPTEMBER 2015

CPD Feature

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ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. The 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. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming an SQP, visit www.amtra.org.uk

EQUINE WORMING – UPDATING YOUR ADVICE

By Blaise Scott-Morris BVSc MRCVS, a veterinary advisor at Virbac Figure 1

A

dvising on worming regimes can be complicated especially as there is no ‘one size fits all’ solution. Challenges presented include ensuring an accurate estimation of weight, trying to ensure the horse receives the full dose it is prescribed and combating increasing resistance to worming treatments. This article aims to give an overview of the parasites that we are facing and how we can assist our clients throughout the year to keep their horses happy and healthy.

Worms of importance The importance of different equine gastrointestinal parasites varies with a horse’s age, the time of year and the parasites migratory pathway within the horse. Cyathostomins, commonly known as small redworms are considered one of the most important equine parasites worldwide (3,4) and a particularly important parasite to consider in the spring (See figure 1). After ingestion, the larval stages of the parasite become encysted once they reach the large intestine. Up to 90% of encysted larval cyathostomins may become ‘inhibited’ in this encysted state and can live in the large intestinal wall for up to two years. In the spring these larval stages emerge en masse causing severe damage to the intestinal wall resulting in diarrhoea, colic and possibly even death (4).

Worms with migratory pathways such as Parascaris equorum, commonly known as roundworms can contribute to gastrointestinal and non-gastrointestinal signs (See Figure 2). P. equorum migrates via the liver and lungs, causing signs such as coughing and nasal discharge.

The eggs are extremely resistant to external environmental conditions so can sustain the cycle from one year to the next through multiple

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

Figure 2

batches of foals. Infected foals can pass millions of eggs daily. As foals grow, the volume of larvae that reach the small intestine, and the number of eggs produced dramatically decreases, conferring good age immunity after approximately the first year of life (2, 6). P equorum infection in young horses can be significant, causing ill thrift, poor growth, weight loss, colic and intestinal impaction or perforation leading to death (See Figure 3).

Intestinal parasites such as Anoplocephala perfoliata (tapeworms) and Strongyles (redworms) are commonly an underlying cause of colic in adult horses (See Figure 4). Parasites cause colic through damage at their site of attachment or migration, either to blood vessels or intestinal mucosa and furthermore physical blockage of the intestine, which may lead to an impaction or, in the worst case, intestinal rupture.

Oxyuris equi, more commonly known as pinworm, can be particularly challenging to control due to its location within the gastrointestinal tract. This parasite has a unique lifecycle, living in the caecum and large colon.

Female worms then migrate a short distance to the rectum, stick their back ends out and lay eggs in clumps on the perianal region. There is significant perianal irritation and the eggs can be seen as yellow white gelatinous streaks.

Most commonly owners initially see their horse persistently rubbing their back end on objects such as fences causing a ‘rat-tail’ appearance.

Risk factors and diagnosis A horse’s lifestyle should be assessed for factors which would place it in a high or low risk category when it comes to exposure to worms and subsequent worming strategy.

High risk situations include horses on larger

Figure 3

Figure 4

yards and sharing grazing, especially if there is a high turnover of horses with unknown worming histories. If all horses on the yard can be wormed at the same time with the same wormer, strategic dosing can be used with any new animals on the yard wormed immediately and not turned out for 24 hours unless the worming history is unknown and full worming may induce further problems.

In this case a more targeted approach may be warranted which avoids killing all the worms at once as this can lead to further complications for the horse. If cooperation on a yard is not possible then interval dosing or targeted strategic dosing are both options depending on owner commitment. Most importantly ensure there is a strategy of some sort in place! Other risk factors would include horses that travel to shows a lot or compete if they have access to grass or different forage.

On smaller yards or those with a stable horse population targeted strategic dosing may be more easily achievable. This involves determining the level of parasite infection a horse has. There are several ways of performing this: a faecal worm

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21 egg count (FWEC), such as the FECPAK system (Techion Group Ltd), can be used to assess the roundworm burden during the summer grazing season. The standard threshold for retreatment on a FEC is a minimum of 200 eggs/g; retreatment is necessary to keep a low level of pasture re-infectivity and continue to decrease parasite burden in the herd (1). Tapeworms can be diagnosed via a blood or saliva test. The saliva

decide which horses are treated therefore limiting the number of horses treated, using a wormer that only kills adult worms thereby leaving the young emerged larvae essentially in refugia (after assessing the risk of mass emergence on a case by case basis), or managing the larval numbers on pasture via poo picking.

test can be performed quickly and simply by the owner and then returned in the post to a lab who will analyse the sample and email the result.

The targeted strategic dosing strategy also supports the role of refugia in response to resistance. By leaving some worms in refugia i.e. unexposed to wormer treatments, you dilute the population of worms which will develop resistance. This can be achieved by using FWEC to

Direction - Worming strategy options There are several options to consider when advising on worming in different situations as outlined above. Depending upon how and where the horse or horses are kept.

Worming Strategy

Definition

Advantages

Disadvantages

Interval Dosing

Regular dosing performed every 4 to 13 weeks (depending on type of wormer)

May be the only option on multi owner livery yards if there is no coherent worming programme in place

Many treatments are unnecessary and the overuse of wormers encourages resistance

Strategic Dosing

Specific treatments given at certain times of year based on the parasite lifecycle and the risk of disease

Helps to reduce unnecessary treatments.

Requires all owners on the yard to cooperate as all horses grazing together should be treated together.

It’s possible that some horses may need more frequent dosing.

Some treatments may still be unnecessary

Helps reduce risk of resistance.

Makes worming more cost-effective

Targeted Strategic Dosing

Specific treatments determined by FWEC and/or tapeworm ELISA tests (blood/saliva)

Avoids unnecessary treatments and greatly reduces the risk of resistance

Costly to set up initially, but as less wormers are used, this balances out.

Requires all owners on the yard to cooperate in testing and treatment

Dosage - Treatment considerations It is vital to ensure horses are receiving the correct amount of wormer for their weight; however, in reality, this presents a problem. When a horse’s weight is estimated, on average, the estimate is approximately 20% below the actual weight. Also a horse’s weight will fluctuate considerably at different times of year depending upon its workload so the same weight should not be assumed all year around.

Delivery – Treatment considerations A second factor to consider is the importance of a horse receiving the full dose of wormer. In each syringe of wormer is approximately one or two teaspoons of paste containing the total dose of the active ingredient. Any ‘spit-out’ can represent a significant volume of the overall dose being lost and horses not receiving the correct dose. Under-dosing has two consequences; firstly, the product will not work as it should, leaving customers dissatisfied; and secondly, it can contribute to the rapid development of resistant worms.

There are now more options when considering how to dose a horse for worming. In addition to a traditional syringe of paste, tablets are also available. Tablet wormers such as Equimax Tabs or Eraquell Tabs (Virbac) allow the flexibility of wormers being given as a treat, with a treat or mixed in with the food. This presentation aims to address the issue of ‘spit-out’, giving flexibility to owners with horses who are more challenging to worm.

General pasture management such as poo picking is important in the control of all equine intestinal parasites alongside a well implemented and controlled worming strategy. For other worms such as Oxyuris equi the most important measure is management not worming strategy. Ensuring owner awareness and vigilance will ensure horses with a possible infection are spotted early. This can then be addressed through hygiene measures in the environment and washing of the horse’s back end.

In conclusion, a few simple steps can be taken to make advising on worming a stress free experience for both you and your client. Ensure

1. Abbott, J.B. & Barrett, J. (2008). The problem of diagnosing tapeworm infections in horses, Equine vet. J., 40 (1):5-6.

3. Collobert-Laugier, C., Hoste, H., Sevin, C., Dorchies, P. (2002) Prevalence, abundance and site distribution of equine small strongyles in Normandy, France, Vet Parasitol., 110:77–83.

2. Clayton, H.M. & Duncan, J.L. (1979).

The development of immunity to Parascaris equorum infection in the foal, Res Vet Sci., 26(3):383-4

4. Corning. S. (2009). Equine cyathostomins: a review of biology, clinical significance and therapy, Parasit. Vectors, 2(Suppl 2): S1.

References:

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that the weight of the horse is up to date and accurate, establish what worming strategy will best fit their lifestyle, speak to the owner about how they think their horse would best take a wormer and advise on an appropriate preparation.

About the author BLAISE SCOTT-MORRIS BVSc MRCVS qualified at Bristol in 2011. For three and a half years she worked in small animal practice for both independent and corporate practices, developing a keen interest in client communication and practice profitability. In October 2014, Blaise joined Virbac as a veterinary advisor providing technical support and training, both internally and externally, and participating in pharmacovigilance [monitoring the effects of medical drugs after they have been licensed for use].

5. Mfitilodze. M. & Hutchinson, G. (1990) Prevalence and abundance of equine strongyles (Nematoda: Strongyloidea) in tropical Australia, J Parasitol.76:487–494.

6. Reinemeyer, C.R. (2009). Diagnosis and control of anthelmintic-resistant Parascaris equorum, Parasites and Vectors, 2(Suppl 2):S8

CPD Quiz on page 22

EQUESTRIAN TRADE NEWS SEPTEMBER 2015

CPD Feature

SQP CPD quiz

SELECT YOUR ANSWERS AND TICK THE BOXES 1. Name a method of diagnosing a tapeworm infection?

A ELISA

B PCR

C Faecal worm egg count 2. Name the most appropriate worming strategy for a horse on a small yard with a stable population of horses.

A Interval dosing

B Strategic dosing

C Targeted strategic dosing 3. It is Spring, the picture shows a horse that has become quite thin and has variable faeces. What is the most likely cause of this horse’s condition?

A Parascaris equorum

B Cyathostomins

C Anoplocephala perfoliata (tapeworms)

Worming

22

Most horse owners still don’t ‘get it’… …but a bit of action can make all the difference to good equine worm control, says Gillian Booth.

4. Which of the following signs would indicate an infection with Oxyuris Equi (pinworm)?

A Diarrhoea

B Rat-tail

C Unthriftiness 5. Which parasite will be the most likely cause of unthriftiness in foals?

A Parascaris equorum

B Cyathostomins

C Anoplocephala perfoliata (tapeworms) 6. How could you under-dose a horse with wormer?

A Inaccurate weight estimation B Spit-out C Both inaccurate weight estimation and spit- out

7. What is the average amount by which a horse’s weight is underestimated?

A 20%

B 25%

C 40% 8. What is the most important ‘treatment’ in a case of Oxyuris equi (pinworm) infection?

A Poo picking

B Hygiene and environmental management

C Clipping hair around the back-end

TWO CPD POINTS Full name............................................................................

Company name/address ..................................................... ..........................................................................................

Email .................................................................................

Telephone number..............................................................

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

I

t’s more than fifteen years since Westgate Labs launched the first direct-toowner testing service. This was closely followed by systems tailor-made to make it easy for the trade to access proper laboratory tests.

It’s five years since BEVA (British Equine Veterinary Association) published its equine worming guidelines urging “testing before prescribing an anthelmintic [wormer drug].”

In 2015, AHDA (Animal Health Distributors Association) issued its first draft equine Prescribing Protocol for SQPs (suitably qualified persons able to supply and prescribe wormers).

There is an urgent need to stop blanket worming of horses which is mostly unnecessary and is leading to

worm resistance to important drugs. So is the message getting through?

Where are we now?

Last year, Westgate Labs worked with an equestrian retailer to find out to what extent ordinary horse owners are aware of developing drug resistance problems. We also wanted to find out whether they were taking steps to combat them.

The survey results showed that almost half the owners had never carried out a single worm count! Only 19% had used the recommended minimum of three per year.

Yet a majority of owners believed that their worm control programme was helping to combat resistance clearly not the case.

This pro-active retailer instigated an immediate

Continued on page 24

!

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

A win-win idea: Stocking worm count pouch kits makes it easy for your customers to do the right thing and creates profit for you.

www.equestriantradenews.com

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EQUESTRIAN TRADE NEWS SEPTEMBER 2015

24

Worming Our worming programme for the year (Adult horse) Spring Saliva test for tapeworm

Summer

Worm egg count for redworm and ascarids

Worm egg count for redworm and ascarids

Autumn Saliva test for tapeworm

Worm egg count for redworm and ascarids

Winter

Worm for possible encysted redworm

Westgate Labs’ suggested worming programme looks easy to follow, with more owners beginning to ‘get it’.

programme of education, starting with a workshop day with input from Westgate Labs for its teams of SQPs. Easy-to-use testing services were then set up so that each store now has easy access to high quality laboratory tests with results quickly returned to them.

SQPs talk to their customers about results, giving an excellent opportunity for developing good relationships and store loyalty. At the same time a programme of client education has begun using

social media and hard copy instore leaflets.

Six months down the line, our figures show that already in 2015 33% more tests have been carried out for this chain of stores compared with the whole of the previous year.

This shows what a bit of action can achieve.

The view from the shop Good SQPs are already on the ball with selling worm counts. One test taken in the summer, when worming would be due, is a good start.

Hopefully no need to worm and the customer is happy; good relationships and profit for you.

Worm counts do uncover problems though. Inadequate worming or drug resistance which the horse owner needs to know about and the SQP will have to guide and suggest suitable wormers.

How many customers are using three tests a year as they should be? Not many! Too many routine doses are still being given.

There will always be the customer who just wants to buy the cheapest wormer. Whether they should be allowed to do so under current guidelines is questionable.

There will always be the customer who just wants to buy the cheapest wormer.

Whether they should be allowed to do so under current guidelines is questionable.

Every equine wormer retailer needs to offer tests. Ideally an easy to set up arrangement with a reputable lab where all results come back to the shop is the best system.

Proper laboratory tests give the most reliable results.

Numbers of retailers using Westgate’s merchant worm

count service are steadily rising, increasing by 76% since 2011. Or you might simply stock worm count pouch kits or perhaps arrange for someone to come into store to do the test on a set day.

What is vitally important is for SQPs on the frontline to be confident in promoting a test based worm control programme and then to educate the horse owning population.

The view from the lab At Westgate, we have thousands of customers using three to four worm counts per year and very few prescription wormers.

A lot of hard work goes in to the important educational side of the business. From face to face SQP training, worming talks for BHS and other groups, writing magazine articles and a strong social media presence, action is the word and there is no time to be complacent.

We have to get the message out there and help owners to understand the urgency of the resistance problem and the importance of using fewer drugs.

Looking at the figures for numbers of worm counts, they are steadily rising with 2015 set to see a 26% increase on 2012. The new EquiSal tapeworm saliva test has added a great tool to the testing box and will save many unnecessary doses in the future.

While we have come a long way there is still much work to be done.

ABOUT THE AUTHOR GILLIAN BOOTH SQP is from Westgate Labs. The specialist in postal worm egg counts is independent of wormer suppliers.

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Worming Equine SQP of the Year finalists announced THERE’S an all-women line-up of six finalists for this year’s Virbac Equine SQP of the Year award.

They are: • Nikki Harris from TFM Country Store • Mary Lennon from Pro-FEC Services • Domino Phillips from Carrs Billington • Kay Roper from Parklands Equestrian • Joanne Taylor from Wynnstay • Hannah Wild from Supplement Solutions The short-listed candidates – who Domino Phillips, were nominated by customers – are current Virbac Equine being evaluated and ‘mystery shopped’ by a judging panel. The winner is due to be SQP of the Year, is the finalists for announced early this month (September). among this year’s award.

“We’re delighted with the response we’ve had to this year’s Virbac Equine SQP of the Year Award,” said Tim Sandles of Virbac.

“Now in its fifth year, it’s become established as a prestigious industry award and the standard of nominations throughout has been outstanding.

“We’re confident that our final six offer horse owners exceptional service and up-to-date advice on the best worming approach for their horses.”

The winner will receive more than £2,000 worth of prizes. These include a VIP hospitality evening at the Horse of the Year Show with overnight accommodation for themselves plus one guest, £500 of Virbac 3D Worming clothing, dual embroidered with their company logo and name, plus a trophy and certificate.

Virbac is the manufacturer of Equimax and Eraquell wormer brands.

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Saliva test detects tapeworm

THE EquiSal Tapeworm Test works by using saliva that horse owners collect themselves. It’s an easy process with no stress for the horse.

Samples are then posted for analysis with results speedily returned. A preservative solution provides sample stability for at least three weeks for reliable results.

The test is scientifically proven to diagnose tapeworm burdens with high accuracy.

Available to SQPs, retailers and veterinary surgeons at trade price, the product includes a saliva collection kit and instructions, freepost postage bag to return samples to the lab and results emailed to you or directly to customers.

The “only choice” for that vital dose

ZOETIS is reminding vets and SQPs to ensure they stock the appropriate wormers to treat for encysted small redworm this autumn/winter.

Moxidectin is the only licensed active for single dose control of encysted small redworm and is contained in only two products – Equest and Equest Pramox.

All horses should receive a treatment effective against encysted small redworm during the late autumn/ early winter, even if they have a low or negative faecal worm egg count.

However, last year’s National Equine Health Survey revealed that one in five owners who claimed to have treated for encysted small redworm used a wormer containing an active that was not indicated to treat these potentially lethal encysted parasites. This may leave horses at serious risk, says Zoetis.

Encysted small redworm are one of the most common and harmful types of worm found in horses. They are the larval stages of the small redworm that have buried into the lining of the gut where they can lie dormant for some time. They pose a potentially fatal health risk but won’t show up in a standard faecal worm egg count.

Untreated, encysted small

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

redworm may develop and emerge en masse from the gut wall in the early spring, causing diarrhoea and colic with a mortality rate of up to 50%.

Equest and Equest Pramox are the only products available to treat for encysted small redworm in a single dose.

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 licensed for use in breeding, pregnant and lactating mares and have been shown not to adversely affect the fertility of mares.

Presented in oral syringes suitable for treating up to 700kg horses, they have the longest dosing interval (13 weeks) of any equine wormer currently available. t Speak to your Zoetis account manager or tel 0845 3008034

www.equestriantradenews.com

27

Legal Digest

When you need another pair of hands...

Thinking of employing temporary staff? Make sure you know your obligations, says Paul Kelly.

Employers should be aware of their legal obligations towards temporary staff.

F

or many employers in the retail sector, taking on temporary staff has become an integral part of their business strategy. Indeed, they can be a flexible, cost-effective solution when you need them.

Temporary employees are usually taken on to cover long-term illness, maternity leave, tradestands at shows or busy seasonal periods such as the pre-Christmas rush or sales.

What can a temp expect?

Despite the many advantages of employing temporary staff, employers should be aware of their

legal obligations towards them.

Temporary workers who are employed on fixed term contracts (which are contracts that last for a certain amount of time or end when a specific event takes place) are entitled to receive the same treatment as full time and permanent staff. This is because UK employment law makes no distinction between the two.

Many employers are under the misconception that temporary workers have fewer rights than regular staff. This is not true unless there is a very good ‘objective’ reason to the contrary.

The rights of employees on fixed term contracts include: • The same pay and conditions as permanent staff • The same or equivalent benefits package • Information about permanent vacancies in the organisation • Protection against redundancy or dismissal.

(If the employee has been working for a continuous period of two years then they are entitled to the same redundancy rights as a permanent employee).

Do you need to give a temp a contract?

It’s important that temporary workers sign a

contract of employment at the beginning of their employment. This contract should outline all the terms of their employment and confirm that their employment is for a fixed period and will terminate on a certain date.

Usually, there is no need to give notice of the end of employment as it will end on the date agreed within the contract of employment.

It’s unlikely that temporary employees will accrue enough service (two years) to be able to gain protection from being unfairly dismissed. However, employers should be aware that temporary employees are still protected from being discriminated against in the workplace, getting into trouble for raising health and safety concerns or for making a ‘whistle blowing’ allegation.

While employing temporary staff does have many advantages for employers, their employment should not be taken lightly.

It’s important that you not only recruit the most suitable staff for your business but that you also understand your employees’ rights in order to ensure that you are treating your employees fairly.

About the author PAUL KELLY is a Partner in the Employment Team at Blacks Solicitors. Having originally trained at Blacks, qualifying as a solicitor in 2004, Paul was promoted to his current role in 2011.

Paul practices exclusively in employment law and specialises in advising owner-managed businesses on redundancy, restructuring, grievances, disciplinary procedures and employment litigation. Paul’s areas of expertise also include preparation of www.equestriantradenews.com

contracts of employment, company handbooks and director service agreements, as well as the negotiation of exit strategies.

At Blacks, Paul is also a member of the Social Media Team, the Healthcare Team and also sits on the firm’s charity and corporate social responsibility committee. He can be contacted on tel 0113 227 9249 email PKelly@LawBlacks.com, Twitter @PaulLawBlacks or via the Blacks website at www.LawBlacks.com EQUESTRIAN TRADE NEWS SEPTEMBER 2015

Better Business

28 Share

How are your

SOCIAL MEDIA

tweet social

SOCIAL SKILLS?

network

Feeling over-faced by Facebook? Fashion industry social media guru Rebecca Lavelle-Bowden believes the equestrian sector can easily pick up a tip or two.

S

ocial media isn’t easy, but it’s also not the DaVinci code either!

Arguably the best way to connect, interact and communicate with your current customer base, it also gives you access to strangers on the opposite side of the world. You are then faced with turning that stranger into a trusting new customer.

Compare that challenge with walking down the street in an unfamiliar area.

Someone you’ve never seen or met before approaches you; they’re offering you a phone, one you’ve been thinking of buying but not in this situation. What if it broke? What if you never got the phone? Is it a genuine product?

Would you buy it? Of course you wouldn’t. And this is why we think social media is so hard - because it should be; trust needs to be built.

In the fashion industry, it’s a given that companies’ social media rapidly adapts to new trends, technology and market transitions. There’s a huge element of individuality in fashion, too. So the skill is to follow trends while putting your brand’s stamp on everything you do.

It’s just one example of how the equestrian trade can learn from the fashion industry – and vice versa. After all, there’s always room for improvement in every business.

General tips • Social media must offer something more than your website. Offer them more content, show them why they should want the product, show them why they need it

and constantly build up the trust which ensures that they will then go on to buy.

• Try to be consistent but realistic. Don’t worry someone will be sat waiting and annoyed because you missed a 9am post. On the other hand, don’t go into hibernation.

Some people need frequent reminders of your market presence before their interest turns into a sale.

• Not everything is about sales! It’s a hard concept to get your head around, but once you focus on the relationship between business and customer, your interaction will go up and, naturally, so will your sales.

• Show them the experiences your company can create through products or services; encourage the lifestyle. Your customers will then buy into a lifestyle/ experience as opposed to a product.

• Always be individual and true to your brand. I’ve discovered while working in the equestrian industry that there’s sometimes a slight lack of personality. By contrast in fashion, if you’re walking through a shopping centre,

you know who to go to for what you want - and why. This is a key element the equestrian industry lacks. So to become better known, always be true to your brand and company ethos.

• Keep your profile picture as your logo on all platforms, this is crucial to the future recognition of your company.

Your cover photos are equally as important it’s the second key visual.

Therefore make sure it’s high quality and that there is clear relevance between the image and your company.

The specifics FACEBOOK • The importance of Facebook reviews is underestimated. We forget how many times we’ve bought something

Need inspiration?

These are some good social accounts to follow…

Facebook: ASOS - Great mix of photos/videos that connect to its audience’s lifestyles.

Twitter: @LEVIS - always interacting, always embracing behind-the-scenes and always putting the customer first therefore building trust.

Instagram: @estherboutique - Consistent use of its own #hashtags, presenting a lifestyle through customer consideration and sneak peak photos.

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

29 ourselves because someone recommended it. Utilise the reviews and encourage your current customers to review for you. Maybe offer £5 off their next order?

• Photos and videos are proven to be the most popular way of engaging with customers.

• NEW TIP: Facebook now allows you to pin popular/key posts to the top of your page.

This can encourage promotion on certain products/services.

• Always monitor, analyse and review your campaigns through analytic platforms and Facebook insights. You can then track what worked well and structure new campaigns around successful ones.

TWITTER • Twitter users love hints and tips. So share tips and tricks that relate to the lifestyle your products encourage.

• Twitter is probably the hardest social media from which to make profits. So use it to gain in other ways such as engaging with customers, promoting events and marking business milestones.

• Publish your twitter ID on all marketing collateral.

• Share behind-the-scenes.

Letting your customers have a say on decisions creates great interaction; you’ll also get useful market feedback. For example, if you’re deciding between two products; ask your customers. That way they’ll feel like they have input into your company and you’ll feel like you’re making decisions that are based on market research.

INSTAGRAM • Instagram is extremely image based, so it’s a great way of visually enticing customers.

It’s very up and coming; if you aren’t on there now, I’d highly recommend it.

• #hashtags are extremely important. There are videos on YouTube which explain their purpose thoroughly.

• Encourage your customers to post pictures on their Instagram of products or services from your company so that you can repost them onto your page. This shows new customers how your business has impacted positively on

past customers, ultimately persuading them to purchase from you.

• To gain followers on Instagram, promote the page through your other platforms.

• An effective way to gain followers is to follow people who are interested in the equestrian industry. You

can find them by searching for #horses or #equestrian, Instagram will then shortlist everyone talking about horses or equestrian and you can them follow them in the hope that they will follow you back. One in three usually follow back.

ABOUT THE AUTHOR REBECCA LAVELLE-BOWDEN is a creative director in digital marketing. Current clients include JIMBAG, Flint + Flint and Saddles Direct. She has also enjoyed working alongside Net-A-Porter, NEXT and River Island.

Contact Rebecca at tel 07583583302 email misslavellebowden@gmail.com or visit www.lavellebowden.com

Clippers & Rugs

30

CUT AND DRIED

As their equines’ winter coats come through, horsey hair-cuts and winter wardrobes will be on many an owner’s mind. for clipping.

What to stock at clipping time Offering a blade RETAILERS often shy away from stocking clippers and trimmers.

However, even if you don’t want to go for the bigger, more powerful machines, stocking a small range plus related products can prove highly attractive to your customers, says Vicky Goody of Clippersharp.

A good starting Battery powered clippers can be versatile and point is to stock provide cable free clipping. The model is none one or two brands other than eventing icon Mary King. and get to know the manufacturers.

They can then give you back-up advice and training on their machines and the way they operate.

If the larger clippers are not an option for your store, then consider trimmers, blades, oil and overalls as smaller items that will sell well during the clipping season. Other useful associated lines are shampoos, coat conditioning spray and grooming mitts to encourage customers to prepare their horses

sharpening and clipper servicing collection/drop off point will also prove popular.

“Clippersharp has provided a repair and blade sharpening service for the last 20 years and is established as a reputable, reliable company with extensive specialist Light duty clippers with a snap-on blade system knowledge,” says ensure quiet clipping, making them great for young and sensitive horses and for doing the Vicky. fiddly bits.

“If you currently offer add-on services through your retail outlet, and wish to offer a blade and machine servicing service, we’re happy to work alongside you.”

Clipping considerations Find out from your customers what they want from clippers - then offer an appropriate solution: • If they have a number of horses (three or more to clip regularly) – they may like to look at medium or heavy duty clippers.

• If noise is an issue, there are quiet, light duty clippers available which take the snap-on blade system. Although they only cope with small amounts of work, these machines do allow many sensitive and noise shy horses to be clipped without sedation.

• If tensioning is an issue with customers, look at the light duty machines, which take the A5 snap-on blade system and are pre-tensioned when sharpened. It’s a very easy system, albeit with limited performance, although these clippers easily cope with soft, fine coats enabling full and part clips.

• If a customer prefers or feels safer when clipping without a lead, then advise a battery operated clipper. There are several makes now available, either totally cable free or with a short lead joining the clipper body to the battery.

They are available in the full size medium and heavy duty range as well as in light duty battery operated versions.

• Try to convince your customer not to buy on price alone.

It’s no good buying a cheaper, light duty clipper if the customer is intending to hog and clip a hairy cob. Encourage them to wait until they can afford the right clipper for the job; otherwise you’ll have a whingeing customer complaining that the clippers don’t work!

• If a customer is looking to renew an existing set of clippers, and is happy with the make, then it’s sensible to steer them to the same brand or one that takes the same blade system. This way they can then continue to use any spare blades they have accumulated. They will also be familiar with the way the blades are tensioned.

• Weight and handling can be a significant consideration, particularly with those seeking a lightweight, slimline design. Most manufacturers carry a selection of styles and weights, so ask them for their recommendations. Also handle the clippers yourself to get an idea of how easy they are to hold. t Clippersharp 01823 681076

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

31 We’ve got it covered

50 years of Swiss engineering

WESTGATE EFI offers retailers the complete package when it comes to rugs, clipping and winter horse care products.

In addition to clippers and trimmers, the company can supply stockists with everything from parts and accessories to clipper oil, as well as a truly comprehensive range of winter rugs from the Mark Todd Collection and Jumpers Horse Line.

WEFI recommends retailers make the most of its easily achievable carriage paid rate and the convenience of mixed orders. All this allows customers to stock up as and when required, which is especially useful on high value seasonal items. t Westgate EFI 01303 872277

FOR half a century, Heiniger has relied upon precise Swiss engineering and advanced blade design to create great clippers.

Last season saw the launch of the latest in its X-series, the Heiniger Xplorer The cordless Xplorer provides a safe way of clipping horses, thanks to the absence of cumbersome power cables. It uses LiIon battery technology.

“The Heiniger Xplorer is powered by the latest generation permanent magnet motor as opposed to the old style electric motor,” says brand manager Edward Mack. “It’s light and ergonomically designed to fit in the hand.” t Cox Agri 01207 523167

For cosy winter nights THIS toasty 450g stable rug from John Whitaker International (RRP £120) is just the job for keeping stabled horses warm.

Horizontal quilting is designed to make the most of the horse’s body heat.

Other features include adjustable chest straps, fleece wither protection, double surcingles and a tail guard.

This smart rug is enhanced with John Whitaker signature branding plus Union Jack gussets. It comes in sizes 5’3” to 6’9” t John Whitaker International 01706 340500

“Products your customers can rely on” THE Lister name has been associated with animal care products for more than 100 years. And today the company continues to manufacture its products in Gloucestershire.

Experienced staff and well proven products play a big part in its success.

“Some of the older models are still being used today,” says sales manager David John. “And several of our engineers have many years’ experience manufacturing the products.”

Lister has continued to invest in equipment since its move to larger premises in 2014. “This has allowed us to improve production at our Stonehouse factory,” said David.

Indeed, production is well under way for the forthcoming UK clipping season with stock already available.

As well as strong sales as users replace their existing Lister clippers, the company has also noticed a trend for more first-time clipper purchasing.

“This continued growth allows us to review the product range and invest in the next generation of clippers and accessories,” added David.

“We continue to produce high quality products which the end user can rely on.” t Lister Shearing 01453 826692

Clippers & Rugs

32

Why Black Beauty is a first…

THE Black Beauty clipper – new from Liveryman - is the first mains operated brushless motor clipper that also comes with a battery pack.

Black Beauty’s sleek design and ergonomic body make it different from the traditional chunky clipper handset. However, its most desirable qualities are hidden beneath the bodywork in its brushless motor.

Stephen Murphy of distributor Agrihealth explained: “Brushless motors have only recently become available as animal clippers. This is due to the expense of the rare earth neodymium magnets and electronic control circuitry they use.

“A brushless motor creates less friction and so is more powerful, efficient and reliable.

“This technology provides low-level maintenance compared with conventional clippers; while a higher efficiency motor ensures a longer battery life.”

The Black Beauty clipper’s brushless motor provides up to 10,000 hours of work. Cutting performance is smooth due to its streamlined aluminium head. A variable speed setting also provides for clipping speeds of 1,500 and 2,700 rpm while the multi vent design ensures cool running at all times.

Black Beauty is available as both a mains unit and with a rechargeable battery pack which provides four hours’ clipping time from a four hour charge.

Mains and battery pack models come in sturdy carry cases complete with instructions, clipper oil and brush. Both models are fitted with A2 Liveryman cutter and comb blade sets as standard.

Liveryman has served the UK trade with a wide range of clipping solutions since 1986. It brought the first brushless motor trimmers and rechargeable clippers to the market more than five years ago with the Classic and Harmony Plus brands.

To celebrate the arrival of Black Beauty, Agrihealth has updated the Liveryman brand identity with a refreshed logo and more customer friendly packaging and documentation.

In addition, the first Liveryman website has been launched at www.liveryman.co.uk where the full range of products can be viewed.

Black Beauty is available to the trade from this month (September). t Agrihealth on 028 3831 4570

These rugs just got smarter A FRONT fastening system with magnetic closures is a highlight of Bucas’ newly updated Smartex rug range.

From this autumn, Bucas’ patented stainless steel Click’n Go fastening has a magnetic Snap-lock front panel.

The original internal Velcro panel has been dispensed with, leaving a neat fastening with less overlap at the chest.

The revamped Smartex rugs also have internal surcingles, something Bucas says it’s found to be very popular. Not only does it prevent the surcingles becoming caught on external objects, it also keeps them clean and free from rain and mud, says the company.

Bucas also offers a big neck version of its rugs for horses with extra deep necks. t Zebra Products 01352 763350 SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

33 Great rugs at great prices

THIS autumn sees Rhinegold launch new colours for its ever popular Aspen turnout rug.

Featuring a 1,000 denier, waterproof, breathable outer which is Teflon coated for extra protection, the heavyweight 350gm polyfill combats even the coldest winter’s day.

With a breathable nylon lining, fixed full neck, double chest straps, cross over surcingles and leg straps, this is a high spec rug. Sizes are 4’6” to 7’ – 7’0 – and those new colours? Black/ red and black/silver.

The trade price is £44.50, with quantity discounts working out at five at £43.50 each or ten at £42.50.

Stable warmers The Rhinegold Orlando stable quilt features a 600 denier breathable outer with 300gsm of warm polyfill. It’s fully cotton lined.

Double chest straps, cross over surcingles, leg straps and a front shoulder pleat are among its features.

A detachable neck cover is also available.

Sizes are 4’6” to 7’ and the colourway navy/red check. The trade price on the Orlando is £18.50 with neck covers in sizes small to extra large at £9.50 each. t Snowhill Trade Saddlery 01243 672323

Retailer Profile

34

THE PERFECT

BALANCE Simon Wetherald has downsized his feed and bedding warehouse and grown his online worming business to create the perfect balance between bricks-and-mortar and digital. Deborah Hayward went along to find out more.

and stable feeding equipment such as scoops, mangers, hay nets, troughs and syringes.

“We’ve got a much smaller warehouse these days, as I’m 60 now and too old to be lifting bags!” says Simon. “We once used to do bedding by the wagon load, but the wagons and staff it requires, along with all the fork lifts and heavy stuff, is just too

Simon Wetherald has built up Bardsey Mills over 40 years

R

etailer Simon Wetherald, owner of Bardsey Mills, in Horsforth, Leeds, knows a thing or two about horse wormers. He’s been selling them since the late 1970s and the online branch of his company, Wormersdirect.co.uk, brings in a sizeable chunk of the business.

His expertise and knowledge on the subject secured national recognition in 2013, when he won the Virbac Equine SQP of the Year Award. “I was really chuffed and completely shocked when the winner was announced at BETA International,” recalls Simon.

“Ellie Harrison, from Countryfile, presented the award on the Fashion Show stage and it was all very exciting.”

With 7,502 wormer accounts on file, Simon and his manager Kelly Rothery are kept busy supplying callers with advice and processing orders. “For the

past ten years, we’ve used a purpose-built piece of software that records customer details, the questions we’ve asked them and any notes we have taken,” explains Simon.

“We do get some individuals who are impatient and don’t feel they have the time to provide the information we need. But, on the whole, people are becoming more educated about our role [as SQPs] and understand that all our questions are for the good of their horses.”

Ironically, when legislation was introduced making it necessary for retailers to qualify as SQPs in order to sell wormers, Simon had been doing this for so many years that he was granted “grandfather’s rights” to continue doing so.

“However, I did eventually go and sit the exam – the first one I had done for 40 years,” he says.

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

“I remember being a bit apprehensive, but I enjoyed it!

I now have to do CPD [continuing The Bardsey Mills shop sells leading brands of professional feed and supplements. development], the same as everyone much.” else and I think it’s brilliant.

Today, Bardsey Mills does a “In fact, I was lucky enough roaring trade in poultry feed. to be a member of the AMTRA “This is massive,” says Simon.

[Animal Medicines Training “We are finding that more people Regulatory Authority] council are keeping hens, particularly in when CPD was introduced.” towns. This has got to be one of Simon has run his online our biggest markets now.” operation since 1999 alongside Growing up in Leathley and his traditional bricks-and-mortar nearby Otley, Simon knows the store. The latter has moved three region well. After leaving school, times in its 40-year history, taking he joined his late father Percy in the Bardsey Mills name to each the family’s decorating business location. for a while before dipping his toe The store in its current guise into the construction industry. He has been in Horsforth for nine returned to work with his father years, selling bedding, equine, pet when the two Wetherald men set and poultry feed, supplements, up their own business in an old lotions and potions, bird seed – www.equestriantradenews.com

35 corn mill in Bardsey.

“We sold hen and pig food – and I was doing farm deliveries in a Bedford lorry I’d bought for £500,” says Simon. “The horse side started when I was asked to get some horse and pony nuts from Spillers. The customer only wanted half a tonne, so I got half again and put it in the shop.”

The business moved next to a small mill in Kirkby Overblow until disaster struck. A fire - started by rats eating through cabling – razed it to the ground, destroying lorries and irreplaceable machinery.

“We had hundreds of bales of shavings round the back and I had to pay for someone with a bulldozer to spread them out over a field and wait for the rain to put them out because they had started to smoulder,” recalls Simon.

“Then, I had to get a wagon to dump them. It was gutting. That was a very tough time.”

Thanks to understanding suppliers delivering prompt replacements and extending credit, Bardsey Mills literally rose from the ashes, moving to an old paper mill in nearby Pool-in-Wharfedale.

“We did some milling, but it was mainly mixing things like rolled oats and corn,” says Simon.

“We traded grain as well but, when our main customer packed in, we used the plant to make dog food for five or six years, until that

Simon won the Virbac Equine SQP of the Year Award in 2013.

market became more technical.

“After that, I began to think about what I could do that didn’t need wagons and forklifts – something that I could sell that would go in the post. The first thing I thought about was wormers – they go in a Jiffy bag and that’s how we started online.”

Simon ran with the idea, and nine years later, Womersdirect. co.uk and Bardsey Mills continue to operate successfully side by side.

“I love my work,” says Simon. “It’s what drives me to come in virtually every day.

“Of course, none of this would have been possible without my wife, Ann, who runs the home and does everything so that I can get on with taking care of the business.”

SIMON’S HIGHS AND LOWS Good times “I was on television once for inventing a food that stopped dogs getting flatulence. It was called Wet Herald, as a play on my name and because you needed to add water to it. The BBC came along and filmed us in the warehouse and the Sunday papers picked the story up, too.

“I also love being a BETA member. I’m on the BETA Council, a member of the Retail Committee and chairman of the Pet and Health Committee. A few years ago, I was asked to speak at the BETA Feed Committee and I really enjoyed that.”

Bad times “There have been two really tough times – after the fire, which was grim and when we moved to our present location. The recession had just started, we’d had the expense of the move and trade went very quiet. I had collected my customers’ postcodes and chosen our spot based on them, completely missing the fact that, although the riders lived here, their horses didn’t.

“It had been a very wet summer and lots of shows were cancelled, and everybody was very miserable. Ann and the kids went door-to-door and you were lucky if you got one out of 20 with an animal and one in a 100 with a horse, but we got a few customers, which was a start.” www.equestriantradenews.com

BETA Members’ Page

Working together to grow rider participation

R

ider participation is the theme of this year’s BETA Conference, on Monday 2 November at Whittlebury Hall Hotel & Spa, near Towcester, Northamptonshire, where delegates will be able to hear a series of thought-provoking presentations under the title “Participation – Is the future of the equestrian trade at risk?”.

BETA decided to focus on this subject at its annual networking event after the latest National Equestrian Survey revealed a drop in rider numbers – a downward trend confirmed by Sport England, which has found a significant decline in new and regular riders.

When this situation last occurred in the late 90s, BETA responded with the National Riding Festival – a countrywide initiative designed to encourage people to take up horse riding – and to a certain extent it succeeded, reining in the falling decline with numbers increasing in the early 2000s.

With this in mind, we would like to turn our attention to growing rider participation as we, as a trade, are so reliant upon riders and their supporters for our livelihoods. We need to work individually and together to address this worrying situation, to slam on the brakes and shift things up a gear.

The Conference presentations will help us focus on ways in which we can reverse the trend, including the chance to learn from our counterparts in other industries who have faced similar challenges and overcome them, hear a retailer speaking candidly on the ways in which they have done their bit to generate new riders and Jason ‘Jay’ Hare, of Horseback UK, tells how the charity is working with servicemen in the field of equine assisted therapy.

We will also discover more about the British Equestrian Federation’s latest move to get bums in saddles with its #thisgirlcan campaign – part of its Hoof initiative.

Wendy Hofstee from Unicorn Trails will highlight the changing face of learning to ride. Gone are the days when a riding school was the only answer. Today, an increasing number of individuals and groups are getting their equestrian fix on a horsey holiday.

This might tick all their boxes for enjoying life in the saddle, out in the fresh air and burning lots of stress and calories or may

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

36 even encourage them to follow the trail of more traditional riding lessons.

BETA president Jane Holderness-Roddam – the first female Olympic gold medal-winning event rider – opens the proceedings with a personal account of her own equestrian experience.

The Conference is open to both BETA members and nonmembers, although the AGM, which is held earlier in the day, is exclusively for BETA members. Delegates are welcome to make the most of their visit by booking an overnight stay on the Sunday evening. This includes a three-course dinner and special rates are available for BETA members. Lunch and coffee will be served during the day.

Conference rates: Conference BETA members £45 + VAT, non-members £75 + VAT Overnight stay (including three-course meal, room and conference) Single occupancy BETA member £105 + VAT, non-member £140 + VAT Double/twin BETA member £99 + VAT per person, non-member £120 + VAT per person For further information about attending the Conference and AGM, or to book your place, please contact the BETA office.

For further information on any of the items mentioned here

CONTACT LAURA CLEGG AT BETA Tel: 01937 587062 Website: www.beta-uk.org

Email: laurac@beta-int.com

Stockeld Park, Wetherby, West Yorkshire LS22 4AW

www.equestriantradenews.com

37

ETN Talks Horses

In a new series, ETN chats to people in the trade about their horses.

Leslie Sutcliffe , outwell-bred s turning to competition ve lo ie sl Le babies in of-the-field ans. sw g in n in w

American born Leslie runs UK based LS Sales (Farnam) Ltd

How many horses do you have? I have three at the moment – two jumpers and one eventer – all with very fashionable breeding. In fact, they’re bred to be winners, and I work towards bringing that out in them.

Where do you keep them? I lived in Holland for 15 years, so my entire team is in Holland. My horses are Dutch too as I tend to find they suit a big majority of riders.

Which is your favourite? Grande, he is a 17.2hh four year old. He’s kind, beautiful and wants to be everyone’s friend.

Grande just got 9.5 out of a possible ten from Dutch judges; he has no idea how good he is.

What’s your management mantra? All my horses live to five star standards – because I want them to perform five star! The horses are in different training facilities to suit each individual character and level of training. I have two riders, a young Italian man and a young Dutch woman. I decide who rides which horses, depending on which will suit each rider’s style. I also have a ‘groundman’ who oversees the horses’ day-to-day training including their gymnastic exercises. When I can’t get to see them training and at shows for myself, my team send me videos.

We’ve heard you were a notable rider… I used to ride on the top American circuit. My contemporaries included showjumpers Bill Steinkraus (gold medallist, Mexico Olympics 1968) and George Morris (Olympic medallist and legendary USA team trainer]. I also rode dressage with Michael Handler, son of Col Hans Handler who was the director of the Spanish Riding School in Vienna. We all still keep in touch. These days, too many operations keep me on the ground; but I’m totally involved with my horses’ education and competing.

What are your top three equestrian products? We do absolutely everything we can to keep my horses in top show condition. And, hey, I sell the products which can achieve it!

My favourites are Red Cell because it’s packed with vitamins for overall well-being; Horseshoer’s Secret [a supplement available in the US] for strong, pliable hooves – it gets them A1 in two months; and Weightbuilder to keep the horses shiny and in great shape.

What are your equestrian ambitions? I’m continually looking for new horses for myself and for clients to buy. My horses are heading for the American show/showjumping/ dressage market. I don’t mind where I buy them; there’s a type the Americans look for and I find that type.

What do you love about having horses? I love watching them grow and learn. I take ropey, out-of-the-field, super well-bred babies and turn them into swans. This is my fun.

If you’d like to talk horses with ETN, please get in touch via editor@equestriantradenews.com

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Feed Feature

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LIFE AT THE SHARP END… Independent nutritionist Victoria Caley, who advises owners of all sorts of horses and ponies, shares her insight into what consumers want from horse feed.

Brands are very strong in the feed market with most consumers able to identify their various characteristics.

M

ost of my clients have the best intentions, calling me out to make sure their equines are getting the most from their feed. They often want to save themselves time and money, but most of all they want their horses and ponies to be happy and healthy.

I’m often asked “what’s the best brand/type of feed for my horse?” This question usually comes from an owner who’s collected conflicting information from a variety of sources. That person is also often spending too much money on feeds not best suited to their horses’ needs.

What influences consumers?

Most owners give a ‘hard’ feed to provide what’s missing from the forage part of the diet, usually nutrients and energy. But what complicates matters is that consumers now also use feed to help with conditions from laminitis to equine metabolic syndrome (EMS), equine gastric ulcer syndrome (EGUS) to poor hoof

condition and even reduced reproductive function.

A common way for people to get their information about feeding their horses is through the internet. But when searching ‘feeding my horse’ yields about 11,200,000 results, it’s easy to see how it can get confusing… especially when many of these opinions and so called advice are from biased or poorly educated sources.

While ‘blogs’ have their place - and some do offer helpful information to the lay horse owner – it can be difficult to filter accurate information from them.

Many feed companies make a connection with prospective customers through sponsorship and advertising.

This can be very influential on the consumer. Knowing that someone they look up to, such as a high profile competitor, feeds a certain brand will tend to steer people in the direction of that feed - whether it’s suitable or not.

The more celebrities who use the product, the more trust is

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

created around that product.

The look of a feed in a bag is also very important to horse owners. And there’s no doubt that a mix has more visual appeal, even though cubes are usually cheaper and better for fussy horses as they can’t pick and choose the bits they want to eat

Topical trends Something that should be taken into consideration, but is often ignored, is consumers’ perception of their horses’ weight. More equines are becoming overweight through over-feeding; not necessarily through too much hard feed,

but through the accessibility of better quality grazing and hay/ haylage too.

All too often it’s forgotten that horses are bulk roughage grazers in the wild – and that the equine digestive system reflects this.

When it comes to choosing hard feeds to be fed alongside forages to improve the nutritional balance of the overall ration, there is improved understanding.

Balancers have fulfilled a need in this respect, so it’s no surprise that they have become so popular. They provide nutritional support but without extra starch; they promote condition, growth and development but without increasing energy levels.

Balancers are also convenient to feed and can be cost-effective. So it’s no surprise that they’ve become a fashionable way to feed.

Many trends in the feed world evolve from the latest research. For example, balancers have progressed still further with products for weight gain, weight control, veteran horses and competition animals.

A trend that preceded the balancers but is still growing is feeds suitable for laminitics and good-doers.

About the author VICTORIA CALEY BSc (Hons) ANutr is registered with the Association for Nutrition. She works mainly in the south of England, visiting professional and amateur yards, and has a particular interest in equine breeding and reproduction.

Continued on page 41

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EQUESTRIAN TRADE NEWS SEPTEMBER 2015

Feed Feature

40

COVER STORY

IT’S FEED TIME!

Owners want their horses to go into winter in optimum condition – and will be turning to their merchants for products and advice. ETN gleans some useful tips and trends from leading suppliers.

More condition, less fizz

SPILLERS’ conditioning range comes into its own when you have customers whose horses need extra calories but are concerned about unwanted fizz associated with some higher starch feeds.

Spillers Conditioning Cubes and Spillers Conditioning Mix provide extra nonheating calories and shine thanks to the inclusion of rapeseed oil. A balance of vitamins and minerals supports longterm health and wellbeing too.

A perfect partner for these products is Spillers Conditioning Fibre.

Much more than an ordinary chaff, it contains good quality protein to support muscle tone and topline and rapeseed oil for non-heating calories and excellent coat shine. It’s also enriched with vitamins and minerals. t Mars Horsecare 01908 222888

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

Low starch energy provider DENGIE Alfa-A Oil combines alfalfa with oil.

It contains no added sugar or molasses and provides the same amount of energy (12.5MJ/kg of digestible energy) as a conditioning or competition mix or cube - but with considerably lower levels of starch.

Slow-release energy provided by fibre and oil helps prevent fizzy behaviour, improves condition and delivers a super-shiny coat.

Alfa-A Oil promotes good digestive health and can be fed as a sole ‘bucket feed’ or alongside a general ‘vits and mins’ supplement from Dengie’s supplement range.

The RRP for a 20kg bag is between £14.99 and £15.79. t Dengie feedline 0845 345 5115

Conditioning combination FIBRE-BEET from British Horse Feeds contains all the benefits of original Speedi-Beet with added alfalfa for condition.

Alfalfa can help maintain weight, provide energy for work and encourage a healthy, shiny coat. It also provides minerals, trace elements and amino acids.

Suitable for laminitics as it’s high in fibre with a low sugar content, FibreBeet also contains biotin to help maintain hoof integrity.

Fibre-Beet is soaked and ready to feed in 45 minutes in cold water or 15 minutes in hot water.

20kg bags have an RRP of £11.95 to12.90. t British Horse Feeds 01765 680300

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41 From Page 38

The latest area of interest looks set to concentrate on diets for horses susceptible to equine gastric ulcers. It’s a topic already better understood by owners, and we can expect more appropriate products to join those already on the market.

How consumers see manufacturers Pity the poor horse owner

Famous names associated with a brand can influence consumers’ choice of feed.

when each feed manufacturer claims its brand or type of feed is exactly what he or she needs!

There are no ‘bad’ feed companies. However confusion arises when they start producing types of feed which encroach on competing manufacturers’ specialities. In this market, brands tend to be very strong indeed with most consumers able to identify their various characteristics.

For example, Baileys is seen as producing excellent leisure feeds for horses in low to medium work, including weight gain and weight management feeds, including products for laminitics. This brand also has a good stud range with a choice of products suited to hobby breeders and gooddoers as well as thoroughbreds.

Saracen is best known for its great range of stud feeds and very good high performance feeds, but less so for its leisure range. Its work with Kentucky Equine Research is acknowledged to ensure its products are the best they can be. Consumers also know that this company feeds some medal-winning horses.

Spillers is renowned for its

racing and competition feeds, with products for each stage of training and level of work.

Most consumers know and respect that Spillers made the original horse and pony cube.

Another popular product – not least because consumer can easily identify with its name - is Happy Hoof designed for laminitics to aid hoof growth.

Dengie is recognised as a fibre feed specialist producing chaffs of alfalfa and straw and with some very good feeds.

The different types of feeds are sometimes perceived to differ only by small amounts, making the choice of exact product less crucial. Dengie feeds are rated for their high quality ingredients grown locally to its factory.

Dodson and Horrell’s leisure feeds have huge appeal to amateur owners due to the great attention this company pays to the aesthetics of its rations . Openly advertising the holding of a Royal Warrant – something other companies also have – attracts customers just as strongly as sponsorship or celebrity endorsement.

TopSpec is renowned for its supplements and balancers

with its chaffs and cubes less well known. Its development of a feed to help horses susceptible to gastric ulcers is well regarded. TopSpec balancers are thought of as being of very good quality and well liked for covering a multitude of feeding requirements.

Consumers like that Allen & Page makes all of its feeds from natural products. The message no harsh chemicals or animal derived products are used attracts a lot of people who want to be healthier in what they feed their horses. Easy soak feeds are also associated with Allen & Page.

Advice on tap All the major equine feed companies employ knowledgeable, qualified staff who can offer nutritional advice to your customers. The good ones stand out because that knowledge goes beyond their own products.

Consumers should be encouraged to use company helplines. And retailers who use them can gain valuable information too.

Feed Feature

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PROOF OF THE PUDDING If you’ve spotted Jane Buchan in this season’s eventing results and reports and the name sounds familiar, it’s because her ‘day job’ is marketing manager with Baileys Horse Feeds.

JANE BUCHAN modestly describes herself as “a keen eventer”. In fact, she’s been successfully campaigning two horses this season at Intermediate and one-star level.

Her own gelding is a nine year old called Carleton. Jane also rides Duke of Ganymede who belongs to Baileys’ director of nutrition Liz Bulbrook.

Both women fit in the training and fittening work round their busy jobs and say they’re are grateful for the degree of flexibility they can exercise organising their time.

on his fitness,” she added. “At the lower levels, we could event him off grass, but this summer he’s been stabled during the day to help keep his waistline in check.”

Jane’s horse, Carleton, is a Dutch-bred Holstein, again with showjumping lines.

He’s been consistently placed at Novice and then Intermediate level this season. While he’s lighter in build than Duke, he can still be prone to unwanted weight gain, says Jane.

Eventers’ diet

Jane Buchan riding Duke of Ganymede to second place in his first Intermediate event at Keysoe.

“My horse is on DIY livery ten minutes from home and I like to ride before I go to the office in the mornings,” said Jane.

“Liz’s horse is similarly kept on DIY livery but is 40 minutes from me. So I tend to get on him once or twice a week, depending on the competition timetable, and Liz rides him the rest of the time.

“We meet up sometimes to do fast work together, either in Thetford Forest or at Newmarket Links. I’ll generally jump them both once a fortnight with my trainer, Sue Harris.”

2015 has seen both horses step up to Intermediate level with Duke of Ganymede notching up a second place at his first attempt at Keysoe in May. Liz has owned Duke since he was a foal, having bought him from his breeders who own the farm where he’s kept at livery. A warmblood, by Mars out of a Belgian-bred showjumping mare, Liz says that Duke has inherited his sire’s colour and his dam’s jump!

“He’s not your Both horses are fed a base diet of Baileys obvious eventing stamp, Performance Balancer. so I have to work hard

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

Both horses are fed a base diet of Baileys Performance Balancer, to provide essential protein, vitamins and minerals without the calories associated with a traditional mix or cube.

This then allows energy/calorie intake to be varied according to workload and forage availability and quality.

“When there’s plenty of reasonable grass, Baileys Outshine high oil supplement is the this can meet energy horses’ primary source of additional calories. requirements but, later in the season, additional feeding is often necessary,” explained Jane.

Baileys Outshine high oil supplement is then their primary source of additional calories, supplying slow release energy and promoting stamina.

Fibre-Beet is also invaluable for providing additional highly digestible fibre and both are given Aqua-Aide electrolytes whenever they sweat during training or competition.

“We work with a lot of event riders and it’s great to be ‘out there’ with them,” added Jane. “More importantly, we understand the challenges they and working riders face so can base our advice on practical, tried and tested solutions.”

Carleton was entered for Hartpury CCI* last month, then he and Duke of Ganymede were due to compete at a couple of autumn events to complete their season. t Baileys Horse Feeds 01371 850247

Jane Buchan’s Carleton is a careful show jumper.

www.equestriantradenews.com

43 A question of condition MANY of your customers will be asking a similar question this autumn…

I compete in riding club level showing and dressage. My horse Monty is an eight year old, 15.2hh middleweight. On the whole, he looks in good condition but could do with a bit of extra bloom. Can you help?

Louise Jones, senior nutritionist at Equerry Horse Feeds, answers…

Coat condition is a reflection of general health. A scurfy or dull coat can occur for several reasons, not all of which are related to nutrition.

However, diet does play an important role in achieving a shiny, gleaming coat.

The most important nutrients to consider are these: Protein: 95% of a strand of hair is keratin, an insoluble protein made up of a chain of amino acids.

The sequence of these amino acids determines whether the keratin has ‘hard’ (ie. hooves and hair) or ‘soft’ (ie. skin) properties. Both essential and non-essential amino acids are important for coat condition. However, as the essential amino acids (such as lysine and methionine) cannot be synthesised in the body, they must be provided in the bucket-feed. All Equerry feeds contain good quality protein and good levels of the essential amino acids.

Vitamin and minerals: these also play an important role in coat and skin condition. Deficiencies in B-vitamins, such as biotin, can cause the hair to become fine and brittle; while low levels of dietary minerals, such as zinc and copper, can slow hair growth and affect hair colour. Provided you feed the recommended daily amount of any Equerry feed, plus adequate forage, Monty will receive optimal levels of all the vital vitamins and minerals.

Fat: It’s common practice to add a little oil to the horse’s diet when trying to improve coat condition. The exact quantity and type of oil needed to achieve best results remains unknown.

However, linseed oil, a rich source of omega-3 fatty acids, is particularly popular and in many cases does appear to be beneficial. As liquid oil can be unpalatable, it’s often preferable to choose a bucket-feed that already contains high levels of oil.

So to sum up: The best way to provide Monty with the nutrients he needs for coat condition is to feed a well-balanced hard feed. The most appropriate feed depends on his individual needs. However, the Equerry conditioning range - which includes Conditioning Cubes, Conditioning Mix and Conditioning Mash are particularly popular when horses need to look their best.

These feeds provide good levels of essential amino acids, high levels of oil, plus all the essential vitamins and minerals. Feeds in the Equerry conditioning range help to promote show condition and encourage topline development. They will also ensure Monty has a beautiful, shiny coat. t Equerry Horse Feeds 01845 565640

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Feed Feature

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How nutritionists help you boost sales

Are you keen to get the edge over competing local merchants as the equine feed season begins in earnest? Many feed suppliers provide point of sale and interactive materials and, in some cases, specific nutrition training to help you advise your customers confidently. Spillers has taken it a step further with a team of travelling nutritionists. Here’s how they can help you gain a commercial advantage. of feed; she then weighed, condition scored and A TEAM of eight experienced Spillers equine nutritionists covers the whole of the UK, produced feed plans for the horses on each visiting livery yards, competition yards, studs yard. In addition, every owner was given some and racing yards to provide expert feeding Spillers feed discount vouchers. advice.

Most vouchers were redeemed on the day, Whether feeding leisure horses, competition helping grow sales and helping Martins Farm horses or Thoroughbreds, they aim to optimise grow their business too. On a follow up visit equine health and performance through to all the yards, it was pleasing to see a high accurate and practical science-based advice. conversion rate to Spillers by end users who all Every nutritionist has access to a mobile now buy through Martins Farm. weighbridge to record accurate body weights • Bedfordshire Growers, Biggleswade as well as being able to offer detailed diet Another recent and successful case involved Spillers competition nutritionist Vanessa Macdonald and regional sales manager Laura Spillers nutritionists can advise all your existing Meszaros working together with Bedfordshire and potential, from leisure riders to top Growers and a 4* competition rider. competitors.

The horse in question had returned from its to order in the correct new line. winter holiday looking rather lean. Vanessa The end result was happy horse, happy rider visited with her portable weighbridge to and happy retailer. The supply has been kept assess the horse. She suggested that the constant for the yard between retailer orders rider try some different feeds from the usual and the horse has been winning one-day yard staples in order to increase the calorie events this season. consumption of a fussy feeder who needed to Spillers travelling nutritionists carry their own Andy Brown from Bedfordshire Growers gain weight. portable weigh bridges. said: “Vanessa and the Spillers team did a The local retailer Bedfordshire Growers great job with the customer and us, the retailer. didn’t have any of the recommended products analysis and forage analysis. The nutritionists They kept in constant contact with us about in stock, so the rider was given some sample are all horse owners and deeply immersed in what the customer needed so that we could bags free of charge to check if the horse would the equine industry. order in advance and keep stock levels up to eat them. This also gave the retailer a chance Here’s how two retailers have recently meet the customer’s requirements. benefited from working with Spillers’ nutrition “The customer now buys more Spillersteam. branded products than they did before, which is • Martins Farm, Arnold, Nottingham great for all parties.”

This new, direct retail account has been working proactively with the Spillers sales and How your store can benefit nutritionist teams and subsequently has seen Spillers’ nutritionists offer free yard visits an increase in feed sales. for yards of ten or more horses. They can also Spillers’ leisure horse nutritionist Nicki be found at many competitions, camps, race Grennan visited three livery yards local to meets and horse sales.

Martins Farm over one weekend. Although the t If any of your customers would like to make yards were within the retailer’s catchment, an appointment for a free yard visit, contact the they weren’t necessarily purchasing high Educating owners, including explaining Spillers care line on 01908 226626. To find out volumes of feed through this outlet. condition scoring, is an important aspect of more about how your business can work with a Nicki took the Spillers weighbridge, together Spillers’ yard visits. with a Martins Farm representative and a van Spillers nutritionist, call 01908 222888.

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

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45 Keep the feed for the customers!

Rats and mice are inevitable – and so is the need to control them. Nic Blaszkowicz, global marketing manager of British rodenticide manufacturer PelGar International, shares some tips for safeguarding your store.

DURING the summer months, rats happily survive on fruits and berries in the hedgerows and crops in the field.

However, autumn and harvest time sees their remaining food begin to dry up, so they migrate to the nearest sustainable food source. And, not surprisingly equestrian properties, farms and feed merchants’ premises It’s easier to clear and small infestation than a plague. are top of their list.

It’s impossible to keep rodents away. But there are a number of things that can be done to protect valuable animal feed and limit areas where rats can set up home.

Like many animals, the more you know about them the easier it is to either nurture or deter them. A few steps taken now, and throughout the autumn and winter, will make the rodent control on your property that much easier.

Tidy up First thing is to tidy up where possible, clear away old feed sacks and spilt food, and remove any high growing weeds from around stables and stores. This limits the places where rats can live and travel with no access to you or other predators.

Taking brambles and the like back to scrub at the very least allows you access to bait and trap any unwanted visitors. Pay special attention to areas where you have seen see rats in previous years.

Rodent proof feed stores where possible, a metal strip on the bottom of a badly fitting door is ideal to keep them out, When food supplies run out in the fields and hedgerows, preferably rats beat a hasty retreat to your premises. leaving just a couple of millimetres gap.

Another tip is to store feed inside metal bins with secure lids. You may not think a rat can eat that much, but a small population can eat two or three kilos a night, so a little money spent upfront on preventative measures will save you in the long term.

Where proofing and trapping have run their course, be prepared to use rodenticides. It’s now a prerequisite for amateur users of rodenticides to use bait stations and these are much more effective once weathered in and pre-placed in areas where rats are likely to travel.

Rats are prone to neophobia – fear of new things – so if bait stations are in place before you see the first rat, they more readily accepted as part of the environment. Bait can be quickly placed inside once the first signs are seen.

Burrows and droppings The other key measure is to act quickly once an infestation is detected or, before long, you could find the rodent population has grown.

Look for new burrows in banking, footprints in damp earth first thing in the morning, droppings in areas where rats are feeding and sightings at dusk.

It’s much easier to clear a small infestation than a plague, and once the first visitors have been seen off, be wary of the next wave. New rats often come in to take the place of those that have been killed off.

PelGar has produced a free DVD entitled Six steps to successful rodent control. Call the number below for your free copy. t Pelgar 01420 80744

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Feed Feature

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WHAT DO WINNERS EAT? ETN caught up with four well known riders who rely on TopSpec to fine-tune their winning horses’ feeding regimes. eaves Dressage: Hayley Watson-Gr

Wilson Eventing: Nicola

A member of the British team at this month’s European championships, Nicola has been in superlative form all season. A highlight for this Yorkshire based rider was winning Bramham’s CIC3* in June with Annie Clover (pictured).

“With the help of TopSpec, we’ve developed a nutritional feeding programme to ensure all the horses are looking and performing at their best throughout the busy competition season,” said Nicola.

“An event horse is required to work hard on a regular basis. Along with a good fitness programme, the correct nutrition is crucial to allow them to maintain fitness and perform to their maximum potential.”

Typical feed regime for a 16.1hh horse (525kg) in hard work:Ad lib good quality hay or haylage, plus grazing Plus three feeds per day each containing:• 175g TopSpec Comprehensive Feed Balancer (for condition; muscle development and topline; performance stamina; hoof quality; behaviour; digestion and utilisation).

• 150g TopChop Grass (a palatable soft grass chop with no added molasses).

• Up to 1.5kg of TopSpec Performance Cubes (for energy without fizz, quantity adjusted according to condition, which reflects work etc.)

• Additives if required – 10:10 Joint Support, Digestive Aid, Calmer.

Walker Showing: Robert

Top show rider and producer Robert Walker, pictured with Party Time, has had another exceptional season with several horses from his Cheshire stable qualified for next month’s Horse of the Year Show.

“It’s essential that all the horses look in fantastic condition for the show ring. TopSpec provides them with all the nutrition that they need to develop a good topline and well-toned hindquarters, along with a beautiful shiny coat,” he said.

“First impressions count for a lot in the show ring, so looking in good condition as well as having a cool, calm temperament is crucial.”

Typical feed regime for a 15.2hh (550kg) small hunter:Ad lib good quality hay or haylage, plus grazing Plus two feeds per day each containing:• 275g TopSpec Comprehensive Feed Balancer • 300g TopChop Alfalfa (‘non-heating’ pure alfalfa chop with added mint oil but no molasses).

• Up to 1.75kg TopSpec CoolCondition Cubes (‘non-heating’ conditioning cubes, quantity adjusted according to condition).

• Additives if required – 10:10 Joint Support, Digestive Aid, Calmer.

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

Her exciting partnership with WG Rubins Nite has earned Hayley WatsonGreaves wide acclaim on the international scene this year.

A big win in Barcelona in the CDI3* grand prix freestyle was particularly notable.

“WG Rubins Nite needs to be elastic in his movement, trainable and yet at the peak of fitness,” said Hayley. “The TopSpec feeding regime developed for each of the horses on the yard plays a major part in the success we have. I couldn’t be happier.”

Typical feed regime for a 16.3hh horse (600kg) in hard work:Ad lib good quality hay or haylage, plus grazing Plus three feeds per day each containing:• 200g TopSpec Comprehensive Feed Balancer.

• 150g TopChop Grass • Up to 1.5kg of TopSpec Performance Cubes • Additives if required – 10:10 Joint Support, Digestive Aid, Calmer.

e Saywell Showjumping: Louis Louise is highly regarded on the circuit for her quiet, stylish riding. Yet she’s determined to win, and frequently does so. She’s pictured here on Quantos 11, HOYS six year old champion.

“I’m having a great season with wins at Bolesworth International and South View,” she said.

“The horses are on excellent form, fit, rideable and focused.

“A top show jumper’s joints take a lot of strain, so we do the best we can to make sure they’re receiving the right nutrients to help them compete.”

Typical feed regime for a 16.2hh horse (600kg) in hard work:Ad lib good quality hay or haylage, plus grazing Plus two feeds per day each containing:• 300g TopSpec Joint Feed Balancer (for condition; joints; muscle development and topline; performance; stamina; hoof quality; temperament; digestion and utilisation).

• 300g TopChop Alfalfa • Up to 1.75kg of TopSpec Performance Cubes • Additives if required – Digestive Aid or Calmer t TopSpec’s multiple BETA Business Award winning helpline on 01845 565030

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47

People

• Distributor Westgate EFI has appointed Louise Harman as telesales manager. Louise previously worked as a team leader in customer services and as a call centre supervisor. Most recently, she was an account manager for a car leasing company working with trade customers and end-users.

Outside work, Louise enjoys “experimental” cooking, art and upcycling old furniture. She says she’s currently attempting to reignite her passion for gym classes too.

• Equestrian video specialist Oli Cutmore, whose advice on creating product commercials appeared in ETN August issue, finished fifth in his class at the 2015 UCI BMX World Championships in Zolder, Belgium, last month. As well as taking part in the dare-devil cycling sport, Oli runs OC Media Solutions.

• Alice Owen has joined the agency Blacktype Digital as digital marketing executive. A recent marketing graduate, Alice is also a Google Adwords certified professional. She’s a keen rider, who’s saving for her first horse, a baker and avid blogger.

Google AdWords certification demonstrates proficiency in AdWords, Google’s online advertising programme.

• Sir Barney White-Spunner steps down after three and a half year as executive chairman of the Countryside Alliance (CA) after this month’s AGM. Tim Bonner, currently director of campaigns at the CA, is to take charge as chief executive when Sir Barney leaves.

• Dean Petvin-Moore has joined boots brand Rockfish as new business development director. With previous business interests including setting up and managing radio stations, he recently sold his Cornwall based flooring retail operation.

Dean, who recently became a rider and horse owner, is working on sales, retailer support and marketing for Rockfish.

• Beth Crow has joined Equestrian Management Consultants (EMC), the publisher of ETN and organiser of BETA International. In her role as office assistant, she’s working alongside BETA International manager Jackie Woolley. Beth graduated in equine business and event management this summer.

She rides and owns a horse.

(Photo: Ede and Ravenscroft)

• Lizzie Reid has been promoted to deputy retail manager of R&R Country’s Selby, Hemingbrough store. A graduate in animal science, Lizzie has been with the retailer’s North Yorkshire branch for just over two years, working mainly in the saddlery department. She also has basic saddle fitting experience.

“We’re extremely pleased to promote from within and welcome Lizzie to the management team,” said Sue Moxon, managing director.

“She’s a great asset to R&R Country and will do well in this role.”

Lizzie competes in British Eventing (BE) and aims to qualify her two rides for the KBIS young horse finals.

• Wellington boot supplier Hunter Boot has appointed a new chief financial officer. Benedict Smith joins the Wellington boot supplier from computer game retailer Game Digital where he was finance director. He has also worked at Harrods, a pubs group and in private equity.

• Barnaby Franklin, who manages Chesterfield, Derbyshire based Thomas Irving’s Equestrian Superstore, is to run the Berlin Marathon on 27 September. He aims to complete the grueling 26 miles and 385 yards for Team Men United, raising money for Prostate Cancer UK. “Wish me luck. I hope I can stay sound,” said Barney, pictured with his four and a half year old daughter Lottie. To support Barnaby, pledge a donation at https://www.justgiving. com/Barnabyfranklin-berlin • Stables manufacturer Loddon Engineering has a new sales and export manager.

Rabii Benadada is based in Morocco.

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• Philip Sketchley, the chairman of AMTRA (Animal Medicines Training Regulatory Authority), has been awarded honorary associateship of the Royal College of Veterinary Surgeons (RCVS). The accolade is conferred by the RCVS to a small number of non-vets who have made an outstanding contribution to the health and welfare of animals through work relating to the veterinary profession.

• A Norfolk car dealer credits his company’s success with its close relationship to the horse world. Brian King, who runs Thetford based Ames Nissan, has picked up two national awards for sales and aftersales performance.

The firm sponsors major horse trials and has a presence at shows in the region, including the Royal Norfolk.

“I’ve loved horses all my life – I still go out riding every week,” said Brian.

“While it’s a fulfilling hobby, it’s also good for business. We sell a lot of cars to the equestrian world, not just locally but nationally. It’s a major factor in our dealership’s success.”

EQUESTRIAN TRADE NEWS SEPTEMBER 2015

Retail Consultancy

48

How to turn browsers into buyers Optimising your website is key to converting viewers into customers, says Laurie May

M

any of you reading this will have a website. Perhaps it provides the main revenue for your business or sits alongside a bricks and mortar store.

I’ve seen it all, from selling rugs to glitter hoof polish, and all websites have something in common - they can benefit from a bit of effort around conversion optimisation.

So what is a conversion? A conversion is defined by you, and is your goal for a visitor to your site. You may even have multiple conversion goals across a website leading to a main overall goal, usually the sale.

When I review a website, I’m looking for several factors; one being how easy you are to find and what your search results look like. I also assess the competition through potential customers’ eyes. As an online shopper, I probably wouldn’t have preconceptions; all I have to go on is the website and what it tells me about the business.

Search engine results page (SERP)

The SERP displays snippets of information from the appropriate page of your website. It can often display a mixed result including images and maps as well as text.

As you can see from this example, two results have even got ratings in their SERP snippet. This is done by using schema.org to create a ‘rich snippet’, something that you can use to display average ratings on the SERP for your products. Speak to your web designer if you are unsure about how to do this.

The main areas that you can manipulate and optimise easily are the title page and page description.

Think of a website like a book made up of lots of pages. In fact, each product will have its own page on the website. Unlike a book though, each page has a title and a description. This is called meta data and tells both Google and the customer what relevant information they may find on your website.

The SERP image shows the page title in blue and page

Cartoon by John May.

description in black. You have a maximum of 70 characters in the page title and 160 in the description. These are you key areas to promote the products on your site to encourage potential customers to click through onto your website and not someone else’s. For example if you have a special offer or free delivery, this is the place to say so to encourage customers onto your website.

Many also display prices.

To get your images in the SERP, they must be coded properly with alternative text.

Google cannot see images, it reads the text behind them.

When you upload product images, ensure you create a keyword rich alterative text title. Make sure the images themselves are good.

Landing pages When I click on the SERP, the next thing I see is your landing page. This is not usually your home page - so

think carefully about how this page appears.

A clear brand identity, good quality, clear imagery and a call to action are essential. The page must also fit with what was described on the SERP. If I Googled horse glitter and your page showed me haynets, I’d be disappointed and bounce right back out.

Making sure your website functions well on mobile devices should be a high priority to increase conversions.

Social sharing Each product, or at least your unique or special products, should also have social sharing buttons. ASOS. com does this well, allowing customers to share a product with their networks to get feedback or promote a product that they like. I use a plugin from sharethis.com.

ABOUT THE AUTHOR LAURIE MAY is the equine business consultant at Zoetis where her role involves enhancing the range of services offered to trade customers.

She is currently a lecturer at the University of Derby Corporate (an accredited study centre for the Chartered Institute of Marketing) and lectures for the Communications, Advertising and Marketing (CAM) Foundation.

SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

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EQUESTRIAN TRADE NEWS SEPTEMBER 2015

CCJs

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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.

List your website here

For more information call 01937 582111

FAT TACK LTD, 273A SOUTH COAST ROAD, PEACE HAVEN, EAST SUSSEX, BN10 7JE, £276 LISA COOPER T/AS THE SADDLE, 5 LINK ROAD, QUENIBOROUGH, LEICESTER, LE7 3FJ, £6,979 LODERI RACING & STUD MANAGEMENT LTD, MARWELL PARK, BRINKLEY ROAD, NEWMARKET, SUFFOLK, CB8 9NE, £1,110 CRAIG HIGGINS T/AS STABLE STRUCTURES, 4 MCMILLAN CLOSE, SALTWELL BUSINESS PARK, GATESHEAD, TYNE & WEAR, NE9 5BF, £4,322 EQUIDIVINE LTD, 29 PARK ROAD, BARRY, SOUTH GLAMORGAN, CF62 6NX, £1,270 EEQUESTRIAN LIMITED, ST JAMES HOUSE, 676 WILMSLOW ROAD, DIDSBURY, MANCHESTER, M20 2DN, £1,672 VICTRI SPORTS HORSES LIMITED, JESTERS, TOTHILL, BURGHCLERE, NEWBURY, RG20 9ED, £247 RACEHORSE AMBULANCE LIMITED, EMRAL HALL LODGE, WORTHENBURY, WREXHAM, LL13 0AL, £783 PRICE-RYDER HORSEBOXES LTD, PRICE-RYDER HOUSE, 1112A HIGH ROAD, ROMFORD, ESSEX, RM6 4AH, £325 TITAN HORSE TRAILERS LTD, 83 DUCIE STREET, MANCHESTER, M1 2JQ, £5,455 W MOORHOUSE T/AS MOORHOUSE HORSEBOXES, SUNNYFIELD, WHINNEY HILL, STOCKTON ON TEES, TS21 1BJ, £926 LLOYD OWENS T/AS LLOYD OWENS ANIMAL FEEDS, UNIT 12, YNYSCEDWYN IND EST, TRAWSFFORDD ROAD, YSTRADGYNLAIS, SA9 1DT, £2,275 TREDSTEP IRELAND LIMITED, SPRUCE LODGE, KILTERNAN, DUBLIN 18, IRELAND, £29,960

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SEPTEMBER 2015 EQUESTRIAN TRADE NEWS

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