Equestrian Business August 2015

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

Aug 2015 Issue 157

Diversification

Bulking up Sales Inside...

seasonal supplements A fast moving market

caring for veterans

Health & diet advice

30

years of fynalite

View our brand new Collection now on line www.sherwoodforestltd.com 2

Equestrian August 2015 Business www.ebmonthly.co.uk

Inside this issue...

4 News

The latest industry round up

10 Product Watch Exclusive new products

12 Careers Insights

An MD and designer on her career trajectory

14 Launch It

Brand new to the market

22 In Focus

Bulking up sales with smallholder & pet

26 Supplements

Making the most of them

30 Pester Power

Promoting products for children

34 Ask the Expert

Strategic cost management and embracing PR

36 Let’s Talk Products

Body protectors and air jackets

39 Business Matters The busy ‘B’ words

40 Ken Lyndon-Dykes

16 Care of the Veteran Advice for healthy golden oldies

Integrity matters

41 Suppliers Directory

Contacts at a glance

20 Company Profile 30 years of Fynalite

58 Interview

Five minutes with Andrew

EQUESTRIAN Managing Editor

Production

Vanessa Britton Vanessa@ebmonthly.co.uk

Allison Kemp +44 (0)1953 852946 allison@ebmonthly.co.uk

Content Editor Cathy Wood +44 (0)1953 852941 editorial@ebmonthly.co.uk

Advertising Sales

Accounts Mel Boggia +44 (0)1953 852935 creditcontrol@ebmonthly.co.uk

Sharon Long Design +44 (0)1953 852931 Carra White advertising@ebmonthly.co.uk carra@ebmonthly.co.uk

Disclaimer Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

Equestrian Business, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK

enquiries@ebmonthly.co.uk www.ebmonthly.co.uk

August 2015 www.ebmonthly.co.uk

Equestrian Business

3

uk news A round-up of the UK’s equestrian trade news

If you have some news you’d like to share email us at: editorial@ebmonthly.co.uk or tweet@EBMonthly

FORWARD FEATURES September

D

❚ Clippers ❚ Hi Viz Products ❚ Autumn/Winter Worming ❚ Bedding ❚ Let’s Talk Products: Stable and yard tools and equipment

October ❚ Feeding: stocking up for winter

❚ Christmas Gift Guide ❚ Stable & Yard: biosecurity & pest control

❚ Let’s Talk Products: Winter rugs

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

May 2015 Issue 154

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

June 2015 Issue 155

Talking Get the Tack balance right Changing fashions competition feed

Inside...

LEt’S taLK productS

product Watch

EQUESTRIAN www.ebmonthly.co.ukuk

Grooming and coat care

What’s new to fill your shelves

Bringing buyers & suppliers together

WIN!

A stand at Equifest

Hoof & Leg care Expert Advice

Let’s taLk products Saddle pads and girths

bEST of bRITISh

companies revealed

let’s talk products

Jodhpurs, breeches & over trousers Inside...

product watch Eye catching items

grooming & coat care Stock tips and advice

cARR & dAy & mARTIN 250 years

Our media pack and a full list of features for 2015 is available.

To get your hands on either of these, email: allison@ebmonthly.co.uk Furthermore, give us a call and see what we can do for you over the next 12 months.

4

esigners of performance apparel are being urged to look to nature for inspiration when developing their ranges, according to the latest issue of Performance Apparel Markets from the business information company Textiles Intelligence.

This process, known as ‘biomimicry’, is being driven in part by the need to make performance apparel items more environmentally sustainable and, in particular, recyclable at the end of their useful lives.

This is not easy at present as performance apparel is becoming increasingly sophisticated and is being manufactured from a variety of polymeric fibres and other materials.

Advocates of biomimicry point to the fact that animals, insects, plants and other living organisms have survived and adapted in dynamic environments by evolving over billions of years, and many natural adaptations have proved to be more effective than man-made solutions.

An example is Schoeller

Technologies in Switzerland, which has copied the selfcleaning properties of the lotus leaf in its development of NanoSphere, a finishing process which is said to be one of the most functional and sustainable water repellent treatments on the market, as well as being one of the safest. It has also developed ecorepel, a water repellent finish made from long chain paraffins which are biodegradable.

One team of scientists has even created a self-repairing water repellent fabric for use in the manufacture of garments which are designed to be worn by fishermen and sailors.

The fabric’s surface features microcapsules containing a gluelike substance. When the fabric is damaged, the microcapsules rupture and the substance is released and subsequently hardens, thereby repairing the damage.

These discoveries will no doubt pave the way for the introduction of new types of fabrics and garments which are ‘smart’ and sustainable.

Don’t miss the Outdoor Trade Show 2015

C

elebrating its 10th anniversary, this year’s Outdoor Trade Show (OTS 2015) begins on Tuesday September 15 2015, taking place at Stoneleigh Park in Warwickshire.

Not only do retailers have the unique opportunity of viewing clothing, footwear and accessory products inside the two exhibition halls, but over 500 tents from the industry’s leading brands will be pitched on the grass outdoors at the same time to attract a wider variety of retail visitors. Around 100 exhibitors have already booked stands to take advantage of retailers looking to diversify, including leading clothing brands such as Craghoppers, Trespass and Regatta.

For further information about securing exhibition space at OTS 2015, please contact the show organisers, MCS, on +44 (0)1614 374634 or visit www.outdoortradeshow.com

Wagging tales at classic Canes

July 2015 Issue 156

Inside...

Nature inspires product design

Equestrian August 2015 Business www.ebmonthly.co.uk

O

n Friday June 26 the staff at Classic Canes participated in Bring Your Dog to Work Day, raising money for the charity All Dogs Matter. A productive day was had by all and managing director Charlotte Gillan says: “With six eligible participants we are looking forward to Bring Your Horse To Work Day.”

Bring Your Dog To Work Day at Classic Canes. Left to rightBoris, Sammy, Pepsi, Jimmy, Bailey and Jess, all being angelic at Goods Out

August 2015 www.ebmonthly.co.uk

Equestrian Business

5

news

New country store in Worcestershire A

local family has spotted a gap in the market within Worcestershire and the surrounding counties to supply quality animal feed and have opened a country store and feed mill. Estate Country Feeds is located in the village of Martley just nine miles northwest of Worcester and opened its doors on the June 15. The new store

will be an injection into the local economy as well as British agriculture, offering a core range of products and services to the farming and rural community.

The new business has been set up by Richard Soloducha whose family owns Millson Engineering, a leading engineering company who build, repair and maintain animal feed mills in the UK. Richard, with

Phillips Brothers tops family firm awards

N

ow with a fourth generation hands on in the business, East Anglian company Phillips Brothers (Wood shavings) Ltd is very much a family business and has won a prestigious award in recognition of this. Phillips Brothers was crowned the Family Business of the Year 2015 for East Anglia at the Family Business Awards in Mayfair, London in June, beating some tough competition.

The Family Business of the

Year Awards seek to showcase the best of British family firms, with the winners being chosen, irrespective of their size, that use their family nature and values to build successful businesses and represent great ambassadors for the sector.

Phillips Brothers has been established in the sawdust and wood shavings market since 1894. The business has survived two world wars, being passed

the support of Aaron Oliver and a team of locally employed staff, will be welcoming customers to the new store. Richard will take responsibility of the feed production, bringing to the business extensive experience in milling engineering, whilst Aaron will lead the sales operation. The store team will offer specialist advice on feeding livestock, will offer bulk deals and continue to develop the product range to meet the needs of customers.

Richard Soloducha and Aaron Oliver – Estate Country Feeds

through the generations, with experience and knowhow growing with each generation. Today Phillips Brothers (the fourth/fifth generation) produces sawdust, shavings and chopped straw used for bedding for poultry and horses. Paul Andrews, founder and managing director of FBU, and chairman of the judging panel said: “Clear family values are at the heart of all this business is about and it has a clear inclusive culture with staff being encouraged to participate openly. Governance of the family firm is all about shaping the family firm for the future, and building a successful business for generations to come. The family have clearly demonstrated that this is a successful family business, owned by a family that are part of the fabric of the community in which they operate. Phillips Brothers are worthy winners of the title and will undoubtedly serve as great advocates for family businesses too.”

Harry Hall gears up for new launches

A

head of Harry Hall’s landmark 125th anniversary next year, a whole series of new brand developments have been bearing fruit for the clothing range.

Former Horse & hound editor Lucy Higginson joined the team this year and began building an eight-strong team of Harry Hall rider ambassadors around Britain and Ireland. The Ambassadors have been helping to boost Harry Hall’s social media presence and profile and the next step will include opening the Ambassador programme to junior riders.

Also new for the brand is the Autumn Winter collection which Lucy explains, “raises Harry Hall clothing to a new level, and is coupled with a really striking highviz ‘Safety First’ line, including some extremely enterprising new products for equestrian safety.”

Ten years of Toggi Team GBR 2

015 sees the ten year anniversary of Toggi’s association with the BEF and of the brand’s support of Equestrian Team GBR. In the ten year partnership, Equestrian Team GBR has won 162 medals at senior level, with countless more at youth level and Toggi is hoping that 2016 will see that number rise!

The now iconic Toggi Team GBR kit was the brain child of Will Connell – then World Class Performance Director of the BEF. Sarah-Jane Fedarb, from Toggi comments: “Will approached us in his mission to develop a stronger British team identity across all

6

Equestrian August 2015 Business www.ebmonthly.co.uk

equestrian sports that compete at championships around the world. Will’s vision was to develop a uniform look to make everyone feel involved and part of the team; from owners, vets and team staff as well as riders and grooms.” And so in 2006 the first pieces of Toggi Team GBR kit made their way into the wardrobes of Britain’s most talented equestrian athletes and their support teams, plus an iconic and popular Toggi Team GBR supporters collection and as a percentage of sales from this collection goes back to the British Equestrian Federation it helps generate additional funds for all disciplines.

Top British equestrian athletes at the official Equestrian Team GBR launch day

August 2015 www.ebmonthly.co.uk

Equestrian Business

7

news

Retailers enjoy training at Carl Hester’s yard F

eed merchants and retailers recently descended on the rolling hills of Gloucestershire to spend the day training with the Saracen Horse Feeds team and their most renowned brand ambassador Carl Hester. The day was aimed at providing participants with the skills to support and advise their customers on feeding their horses, be it for competition or to achieve optimum condition for the forthcoming season.

Delegates registered as Suitably Qualified Persons (SQP) were

able to pick up 6 AMTRA CPD points for attending the day.

The delegates were split into three groups and rotated throughout the three modules presented. Saracen commercial director Michael Bacon presented ‘Maximising customer loyalty and maximising profits through horse feed sales and profits in-store’. Senior nutritionist and associate director Lizzie Drury MSc RNutr trained delegates on the principles of ‘Feeding The Performance Horse – The Present and Future’ and marketing manager Claire Allmett gave delegates an overview on how social media can help in store sales.

Carl’s secrets

Saracen Horse Feeds’ brand ambassador Carl Hester gave everyone an informative prelunch demonstration on the work that his dressage horses carry out, from a novice four-year-old through to Grand Prix veteran Pro Set, who is still competing under Carl’s working pupil Amy Woodhead.

Delegates were also treated to a sneak preview of the new and improved Saracen Veteran Mix which now includes a ‘live yeast’ within the formulation. This is to help support optimum digestive health and fibre digestion. The new packaging of the Saracen Veteran Mix features Carl and two of his retired, international grand prix horses, Liebling and Dolendo who are both fed on this diet. Saracen Veteran Cubes Carl shows liebling his picture on the Saracen Veteran mix bag

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Equestrian August 2015 Business www.ebmonthly.co.uk

Carl shows retailers his facilities

packaging shows a sprightly Liebling. Carl commented: “Our veteran horses continue to work and carry out the grand prix movements as school masters for some of my pupils. Just because they are retired doesn’t mean they don’t need to exercise.

My top level competition horses usually continue to work into retirement as it keeps them fit and healthy and likely to stay sound and happy. Saracen Veteran Mix helps us keep condition on our veterans as well as give them the energy required for the level of work they do.”

With a tour of the yard, and the opportunity to meet eight times medal winner Valegro and Carl’s

London 2012 Medal winning stallion Uthopia, retailers got to see how Carl and his team manage the feeding of young stock through to the veterans of dressage.

A wonderful lunch at Corse Lawn House and a further presentation about the new Saracen Veteran rations closed the hugely successful day, with over 30 retailers attending.

SARACEN VETERAN RANGE FOR HORSES AGED 16+ IN WORK OR RETIREMENT SUPPORTED BY: > New improved packaging > Extensive advertising campaign > In-store promotions > In-store product training > Strong Area Sales Manager network

SHARED PAST, SHARED FUTURE. For nutrition advice or further information on our feeds please call;

Sarah Rushby (North): +44 (0) 7894 611898 Kate Hayward (Midlands): +44 (0) 7802 815596 Rosie King (South East): +44 (0) 7736 881029 Nikki McGee (South West): +44 (0) 7736 825571 Head Office:+44 (0) 1622 718487 or visit www.saracenhorsefeeds.com working with

August 2015 www.ebmonthly.co.uk

Equestrian Business

9

product watch pretty patterns Bentley Brushware has launched an exciting new range of equestrian products that are especially designed for younger riders. Available in both blue and purple, the ‘Patterns’ equestrian range is guaranteed to appeal to young horse enthusiasts with its fun and funky design, while their high quality and durability is sure to appeal to parents. Designed following extensive consumer research, this premium kit offers a tool for every job, ensuring an effective and efficient grooming session.

www.bentleybrushware.co.uk/products/equestrian

HySHINE Complete Pro Grooming Kit This fantastic grooming kit comes complete with a HySHINE Pro Groom body brush, mane and tail brush, dandy brush, hoof pick, face brush, sweat scraper and comb. The smart zipped portable grooming bag features an exterior zip pocket, six additional open pockets for storing lotions and potions, and an interior zip pocket with name identifier. Very strong, with a reinforced base and studs to keep it off the ground.

RRP: £17.00

www.Hy-Equestrian.com

pure comfort Apollo Air uses innovative and unique 100% breathable anatomic Apollo Mesh in its range of British made saddle pads and more. The range, which is recommended by back specialists, racing trainers and riders across all disciplines, includes saddlecloths, numnahs, equine boots, gloves, girths and rugs. The top selling saddlecloths have revolutionised horse comfort – the anatomic mesh moulds to the horse’s back allowing for changes in muscle tone and conformation which maximises the fit of the saddle and reduces ‘point pressure’ during exercise.

bee healthy hooves Ultra Bee Happy Hooves hoof care is formulated with a unique blend of 100% natural ingredients based upon the known healing properties in raw honey, bee propolis, beeswax, bee pollen and high quality cold-pressed avocado oil. These powerful extracts from nature are high in fatty acids, vitamins, enzymes, minerals, protein, co-enzymes and anti-oxidants.

They are known to provide strong anti-viral, anti-fungal, antibiotic, antiseptic and anti-bacterial properties, thereby protecting horse’s hooves against thrush.

www.ultrabeehealth.co.uk

www.cameoequestrian.co.uk

Baileys Senior Mix If a customer’s older horse is not looking quite as good as they’d like on his current feed, it could be time to step up to a specially formulated ‘veteran feed’, like Baileys Senior Mix. This is formulated to provide readily digestible, non-heating calories so will promote a little more condition than a high fibre, low energy feed and provide the extra nutrients he needs to stay looking and feeling good.

The full profile of vitamins and minerals in Baileys Senior Mix, including Bioplex chelated minerals for improved bioavailability, are especially important for the maintenance of health and well being in the older horse.

www.baileyshorsefeeds.co.uk 10 Equestrian August 2015 Business www.ebmonthly.co.uk

natural healing Equiband from Provita Animal Health is an anti-bacterial spray on bandage in a handy trigger spray. The product works by disinfecting the wound from beneath and it contains tea-tree which is a natural antibacterial, anti-fungal and antiviral essential oil. Equiband forms a flexible, breathable film sealing out water, dirt and bacteria for up to two days, covering the affected area like a second skin and allowing natural healing. Easy to use, this product is perfect for a yard first aid kit or for taking out to events to deal with little nicks, scrapes and cuts.

RRP: £11.55 (250ml) £21.88 (500ml)

www.provita.co.uk

August 2015 www.ebmonthly.co.uk

Equestrian 11 Business

Career insights

Opportunities

Equtech’s Liz Hayman on hard work and creativity

In the hot seat…

Q

Career insights of saddlery and manufacturing

What is your job title and what does it entail?

Director and A Managing Chief Designer of Equetech.

I oversee the all aspects of the business, as well as design two clothing collections per annum.

Q A Q A

What qualifications do you have?

HND Saddlery Design and Technology and A levels in Business Studies.

What route did you take to this career?

I studied hard at school in the subjects I enjoyed, but I was always passionate about my horses. I knew that I didn’t want to be a groom, but had no idea what other options in the equestrian industry were out there. As I have always had an eye for design and I am very hands on, I decided, after my A-levels, to go to university and study design

On the move…

in London. After completing my further education, I decided to gain experience in the workplace within equestrian businesses, starting from office junior and working my way up from there.

After a few years in the equine business, I started applying my design background into textiles and it really grew from there. In 2005 I was given the opportunity to buy the business I was working for. I created a business plan and like they say, the rest is history!

Q A

What is the best part of your job?

Being my own boss and brainstorming on a daily basis. Translating those brain storming ideas into actions and then seeing them as a reality is exciting and rewarding.

Q A

What is the worst part of your job?

Balance sheets!

John Davies

Q A

If you could do any other job in the world, what would you do?

I do miss my saddlery, as I really loved the saddle fitting aspect. Watching how the horse’s movement can be transformed with the aid of a correct fitting saddle is fantastic. I love being busy, so being a project manager has also always appealed.

Q A

If you could go back to your 16-year-old self and give career advice, what would it be?

Follow you heart. If you work hard enough, anything is possible and don’t let anyone tell you that it can’t be done.

Most of us work the majority of our lives, so make sure it’s doing something you are passionate about!

Caire Hayward

Easibed’s equine and poultry bedding specialist Claire Hayward has been promoted to a new role as product sales manager for the easi range of bedding products.

Former easi-product team leader Claire will now be directly responsible for all national sales of both equine bedding easibed and poultry bedding easichick.

The position will see Claire undertake the day-to-day management of the easi products sales team as well as becoming more involved with the managerial aspects of the business.

Dean Petvin Moore

Dean Petvin Moore, has joined Rockfish as its new business development director. Previously working in a sales and media background Dean brings with him a wealth of relevant experience.

His key role will be to support existing customers both in store and online, as well as opening new key accounts nationally. Dean says: “With consumer recognition at an all-time high, it’s essential that our brand message is cohesive throughout our network of retailers. When we achieve this, sell through will accelerate and our partners’ profitability will increase, the task is in hand!”

Annabell Dennis & Camilla Helley

Retford-based pet food manufacturer, Grove Pet Foods, welcomes two new appointments to the team. Annabell Dennis joins as a sales administrator and Camilla Helley takes up the position of field sales executive. Sales manager, Sean Cox, welcomed the new appointments saying: “We are delighted to have Annabell and Camilla on the Grove Pet Foods team and look forward to seeing the impact they will have on our business as we continue to grow.”

www.delacyexecutive.co.uk johndavies@delacyexecutive.co.uk 12 Equestrian August 2015 Tel: 01885 483440 www.delacyexecutive.co.uk Business www.ebmonthly.co.uk

A393 PR and Marketing Opportunity - Senior West Midlands Pinstone Communications is a leading full service agricultural PR and marketing consultancy working specifically with its very diverse, and growing, portfolio of high profile agricultural and land based clients.

They are seeking a driven and ambitious candidate of graduate calibre, with at least three years’ experience in a PR or marketing role at not less than Account Manager level. This is an exceptional career opportunity within a small, friendly team environment based in glorious rural north Herefordshire.

C166 Technical Manager South West De Lacy Executive is currently recruiting for a Technical Manager for an innovative and dynamic company established in biotechnology and product development, largely in the livestock sector. This is an important position driving technical developments that have a strong commercial objective.

The Technical Manager will be a biological science graduate, preferably agriculturally related and with post graduate qualifications. A broad understanding of all species of farm livestock is desirable.

J537 National Sales Manager De Lacy Executive has been retained to secure the appointment of a National Sales Manager who will be responsible for the overall sales performance of the Agricultural Division of a well-known group which sells a range of branded consumables direct to farm. The role’sprimary focus is to drive performance by devising and delivering modern sales strategies and techniques relevant to the market in which the Company operates and to manage these rigorously.

G216 Country Store Manager Multiple Stores South West We are seeking a Country Store Manager to run multiple stores in the South West. Our client is a significant rural retailer of goods and services to farmers and the general public. We are looking for highly motivated individuals who are commercially aware and able to demonstrate strong leadership and communication skills.

Find out more about these jobs and others in the Equestrian and Agricultural sectors by emailing johndavies@ delacyexecutive.co.uk or visit www.delacyexecutive.co.uk

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Equestrian 13 Business

launch it

Derriere Equestrianthe equestrian underwear experts Following the launch of Derriere Equestrian in September 2014, the company has gone from strength to strength.

D

erriere Equestrian has had a great start and winning the SPOGA Horse International Silver Innovation Awards in Cologne put the company on the map and launched its export trade.

Exhibiting at BETA International and featuring in the fashion show gave the UK trade a welcome introduction to the company’s product range. Derriere Equestrian has now established a good foundation of trade buyers; selling into 24 countries on a trade basis and with over 90 retail shops in the UK and around the world stocking and selling its products. The team at DE has been thrilled with the excellent

14 Equestrian August 2015 Business www.ebmonthly.co.uk

feedback regularly received, through complimentary emails and consistent reorders. Riders in all disciplines sport Derrieres and product ambassador Carl Hester MBE has total belief in the products and loves them, so it is not a surprise to hear retailers just cannot wait to stock these products. Client demand is strong and the garments are a high selling item.

The success of Derriere’s sales has ensured the company has been able to continue with product designing, testing and development. The designers have been working on further designs, seams and styles and with the launch of all styles in ‘Nude’, the

G-String and Sports Bra there is plenty to look out for over the coming months.

The work Derriere has continued to do has seen an addition to the seam design. To ensure complete longevity of the garments and to ensure high temperature wash control a very light simple seam has been added to all bonded seams. The design is beautiful and combines the bonded technology with the light seam stitch, creating a stunning finish to the garments.

September 2015 sees Derriere exhibiting at SPOGA Horse, with two products in this year’s Innovation Awards. In October 2015 Derriere will be running a complimentary sales and marketing event for the trade, with inspiring and knowledgeable speakers.

Places will be limited, so early booking is essential for this event.

Find out more at www.derriereequestrian.com For all stockists and agent enquiries email: info@derriereequestrian.com

launch it

SGA-Plus topical skin gel Windowbox announces the launch of its new SGA-Plus Gel, under IV Horse branding

S

SGA-Plus is a topical skin gel, designed to sooth minor ailments and skin conditions that is manufactured by synthesising the natural extract of Giant Knapweed. From anecdotal tests over the last four years, the gel has proved to have exceptional complementary healing properties.

A spokesperson from IV Horse says: “We have trialled the

product on a number of skin conditions and on a variety of horses (and their owners!) and results have been encouraging.

This included sarcoids with which the gel certainly helps to soothe on topical application and the product also eased owners’ cold sores. There are many other uses appearing every day and it is proving to be a truly useful product.”

Giant Knapweed exudes a substance from the root system, which keeps bacteria, virus and other root damaging influences at bay to help the plant survive. It was first discovered in the United States many years ago, at a time when fodder became scarce and cattle were eventually encouraged to eat Giant Knapweed as a substitute; farmers soon

discovered that the cattle were healthier and suffered less parasitic and bacterial infestation. This was the basis of ongoing research into the product and which has resulted in IV Horse SGA-Plus. Initially launched as a topically applied gel, the product can be used on all minor skin complaints as a soothing lotion to assist recovery.

Available in a 250ml pump dispenser and retailing at around £24.50, further details are available from Windowbox Limited under the IV Horse brand.

Find out more at www.4horse.co.uk Tel: +44 (0)1888 544261 or email info@4horse.co.uk

Concentrated shampoos, expanded profit Fit for show ring stars and blended in the UK from the finest essential oils and skin-soothing ingredients, a little of our shampoos goes a long way!

01888 544261 info@4horse.co.uk

www.4horse.co.uk

Guaran teed

60%+ Mark ROI

up

Made in 15 August 2015 Equestrian www.ebmonthly.co.uk the UK Business

veterans feeding Dental health

Care of the Veteran Rachel Parrott MSc Equine Nutritionist at Allen & Page Quality Horse Feeds

With improving knowledge on how to look after horses and ponies, including nutrition, farriery, dentistry, husbandry methods and advances in veterinary care, there has been a significant increase in their lifespans. As the ageing equine population is growing in numbers Rachel Parrott MSc, nutritionist for Allen & Page, looks at how best to help your customers feed and manage their horses and ponies in their golden years.

W

hile horses and ponies are generally classified as veterans from the age of 15 years, it does not mean a veteran feed has to be introduced from this age. The rate of ageing very much depends on the individual – as most of us know, some horses can feel their age at 17 while others still act as a threeyear-old into their twenties.

The growing ageing equine population is also not just resting in idyllic retirement, many older horses and ponies are continuing to lead active lives, taking part in everything from light hacking to high-level competitions. Due to this it is

16 Equestrian August 2015 Business www.ebmonthly.co.uk

important to feed according to the horse’s specific needs rather than their age.

It is vital every owner knows their horse or pony and how they normally look, feed and behave allowing for any deviation away from the norm to be easily spotted and a change in diet and/or management implemented.

Get the basics right

For customers looking to change their horse’s diet, it is important to recommend starting with the dietary foundations, their fibre needs.

As horses have evolved as ‘trickle feeders’, grazing for around 16-18 hours a day, in

order to replicate their natural feeding routine, fibre (in the form of grass, hay or haylage), should be made available to them at all times. Fermented in the hindgut, fibre is not only essential for maintaining good digestive health but its digestion produces energy and heat, supplying the horse with its own internal central heating system – this keeps him warm so he can use fewer calories and maintain his bodyweight. Basically if a horse is not eating enough fibre, he will struggle to maintain weight, almost in spite of how much high calorie ‘bucket’ feed he may also be fed!

Unfortunately with older horses and ponies deterioration in their dental health is a common problem. Loose, worn or missing teeth and painful sore gums will all affect how a horse or pony can eat. Difficulty chewing is commonly noticed as the summer grass tails off and horses are once again stabled overnight and given long-stem forage such as hay.

Food balls may be found on the stable floor as the horse drops food from their mouth that they are unable to chew correctly (the process known as quidding). As mentioned, horses not eating sufficient fibre are at risk of weight loss but also other health conditions such as colic and gastric ulcers. Providing an alternative form of fibre is essential either in the form of soft, leafy forages such as haylage or for those who still struggle with chewing, a quick soaking fibre provider that forms a soft mash and suitable for use as a hay replacer can quite literally be a lifesaver.

With the risk of poor teeth, it is also essential that the bucket feed is easy to eat. A veteran horse with poor teeth is more at risk of choke and colic, simply because he is not able to chew feed properly.

For this reason, it is important to add water to any bucket feed – one that soaks with water to form a soft, palatable mash is most ideal!

Veteran feeds

A good veteran feed will encompass all of the older horse’s dietary essentials,

Until you’ve fed him Veteran Vitality®… ...you’ll never know how fantastic he could look

Veteran Vitality® ➤ Barley and molasses free, low starch and low sugar* ➤ High in fibre with a good calorie level to help maintain weight ➤ Quick soak in less than 3 minutes!

Ideal for horses and ponies that struggle to chew ➤ Highly palatable and balanced – with essential vitamins and minerals**

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*When compared to traditional diets with comparative energy levels **When fed at recommended levels

For friendly and helpful advice, contact our award-winning nutrition helpline today

Tel: 01362 822 902 Email: helpline@allenandpage.co.uk

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www.allenandpage.com

August 2015 www.ebmonthly.co.uk

Equestrian 17 Business

veteran

Management tips for healthy veterans In addition to changing a horse or pony’s diet, simple suggestions on how they are managed can help keep them healthy in their golden years. Some top tips for your customers include: ❚ Weigh and body condition score their horse or pony regularly and keep a record so that any changes can be spotted quickly. The condition of horses not worked, rugged or carrying a thick woolly coat can often go unnoticed. While weigh tapes are good for monitoring they do not always provide a true reading – many reputable feed companies now offer a yard call service with use of an equine weighbridge.

❚ Have an annual ‘MOT’ for their horse or pony – their vet can check health, condition and hopefully spot any early signs of deteriorating health. ❚ Get their horse or pony’s teeth regularly checked by an equine dental technician, follow an appropriate worming programme and keep up to date with flu and tetanus injections. ❚ Consider clipping their horse or pony with Cushing’s disease to make them more comfortable – a thick, curly coat is typical symptom of the condition. ❚ Provide turnout and/or exercise where possible to relieve stiff joints, making sure extra time is allowed for warming up and cooling down.

Provide good shelter and rugs if required. ❚ Provide plenty of room in the stable and good bedding for comfort. For horses and ponies with respiratory problems, ensure there is enough ventilation or where possible turn them out.

including fibre, protein, vitamins and minerals, essential fatty acids (EFAs) and more commonly pre and probiotics, in conjunction with an appropriate calorie level to help weight maintenance and also provide energy for more active horses. The feed should also be palatable as older horses and ponies can be prone to losing their appetite. Added herbs such as fenugreek and mint can tempt fussy feeders along with providing small, frequent meals.

Along with being high in fibre, the feed should also be low in starch and sugar. High starch and sugar feeds (provided from cereal grains and molasses respectively) can not only contribute to excitable, spooky type behaviour but are unsuitable for those prone to laminitis or with a diagnosis of Cushing’s disease, a condition commonly seen in older horses and ponies. A high fibre feed containing highly digestible sources, such

18 Equestrian August 2015 Business www.ebmonthly.co.uk

as unmolassed sugarbeet, is excellent for veteran horses.

Muscle maintenance

While protein is a requirement in every horse’s diet for the repair and maintenance of tissue, this is even truer for older horses to help keep them in good condition.

Specific veteran feeds will usually have an increased protein level to help ward off muscle wastage (when combined with correct and consistent exercise) but when considering this, it is actually the quality not quantity that is important. High quality proteins can be found in ingredients such as soya, helping to make sure your veteran receives optimum levels in his diet. Care does need to be taken though as older horses and ponies can be at risk of certain health complaints that can be made worse by the diet. Problems such as liver and kidney disease for example both require a low protein diet

making veteran feeds largely unsuitable – specifically those with liver disease need a low protein, low fat diet whereas kidney disease sufferers need a low protein, low calcium and low phosphorus diet. It is really important to take all veterinary issues into account when selecting a new feed.

Added extras

The correct balance of nutrients is equally vital in ensuring older horses’ look and feel healthy. Vitamins and minerals are essential to maintain normal bodily function and aid performance.

Particular attention should be paid though to those suffering from Cushing’s disease, a condition most commonly occurring in horses over 15 years of age. These horses may have a reduced ability to synthesise vitamin C, an important antioxidant in the diet. Found in dietary sources such as nettles, providing good levels of vitamin C can be beneficial and may also help those suffering with respiratory disorders.

It is also important to consider essential fatty acids (such as omega 3 and omega 6) as the horse cannot produce them himself. Omega 3 in particular can be of benefit to the older horse as it not only helps improve skin and coat quality but it provides anti-inflammatory properties, aiding mobility. Linseed is an

excellent source of omega 3 and is often found in veteran feeds.

Pre and probiotics improve the balance of beneficial in the gut, helping veterans make the most of the nutrients within the feed and improve fibre digestion – ultimately aiding weight maintenance. They also help to maintain healthy digestive function during any periods of stress, ensuring the older horse can maintain condition if still leading an active competition life.

Good doers

While weight loss is common issue with older horses, there are also many good doers! For these horses veteran feeds may be unsuitable due to their high calorie content. Feeding the recommended amount of a lower calorie high-fibre feed would be preferable over a small amount of a high calorie veteran feed as the older horse may miss out on essential nutrients. Again, emphasizing the need for customers to feed according to weight and workload of their horse or pony.

With horses living longer, veteran feeds are very supportive but it is vital owners learn to assess their horse or pony’s nutritional needs on a regular basis to ensure they are kept healthy and at an optimum weight.

For more information on feeding an older horse or pony visit www.allenandpage.co.uk or call the friendly, helpful nutrition helpline on +44 (0)1362 822902.

August 2015 www.ebmonthly.co.uk

Equestrian 19 Business

company profile

Celebrating 30 years This year stable tools manufacturer Fynalite is celebrating 30 years in business.

General manager Leon Fynn looks back at the company’s development and forward to a bright future.

Fynalite started manufacturing forks in 1985 as a reaction to the mucking out products that were available at that time. My father George Fynn realised that there was a lack of quality tools available, so he designed his own shavings fork. There has always been a strong interest in horses from all members of the Fynn family and this has certainly helped with the development of the business; we designed forks for our own stables and if they didn’t work well in our yard, then that particular design or idea was discarded.

Our aim was to create a fork that was light in weight, with good balance, yet strong to make the job of cleaning out stables as easy as possible and with six horses needing constant attention, product development was often a quick affair! Little did we realise that 30 years later we would have such an extensive range and be exporting our products all over the world! It’s hard to believe that our journey has led us from making forks in a barn to our current manufacturing facility near Stratford-uponAvon in Warwickshire.

Leading the field in engineering and design

Extensive market research, engineering innovation and hard working staff have all been key to the company’s development, however it is engineering know-how that has been at the heart of Fynalite.

My father has been involved in engineering since the late

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1940s, first as a welder, then a speedway racer, then designing and building speedway bikes.

I have been involved since the company’s inception, and remember the early days of choosing the company name over a long Sunday lunch and of delivering forks to customers in my Fiat 127!

Fynalite’s commitment to designing and manufacturing in Britain has been at the forefront of our business plan for 30 years. The Midlands is the perfect place to have a manufacturing base and we have been able to capitalise on an extensive range of technical expertise that exists in this area and apply it to develop our products.

We have always believed that the skill of the craftsman, the use of the best quality materials and innovative designs are essential to creating the best possible tools. Even though technology

manufacture each batch has increased along with the ability to be more flexible with a production run if the need arises. It is this aim for constant improvement that has kept Fynalite at the forefront of our industry.

Fynalite has embraced technology since its inception and the use of technologically advanced materials and engineering processes have allowed our products to be successful where others have failed. Coupling these engineering advances with the specific requirements of the equestrian end user has always been a difficult juggling act.

Tool design has to reflect what bedding is being used. The fork must be light in weight, well balanced, yet strong. The best tools for mucking out are always the ones that have been specifically designed to work on the bedding that you are using and design also

“We have always believed that the skill of the craftsman, the use of the best quality materials and innovative designs are essential to creating the best possible tools” advancements have meant that our forks are made more efficiently and to an ever higher standard, the basic principle and production methods have remained constant. Our investment in tooling and machinery has been pivotal in our quest to improve the quality of our products and as our reliance on sub-contract services has been cut, so the speed at which we can

has to reflect the personal requirements of the end user as well as what bedding is being used.

Looking forwards

We have now expanded the Fynalite range into specialist equestrian trolleys, brooms and yard equipment. Yard tools have become more sophisticated and the range of products that are now available

is simply mind boggling: new equipment is constantly being developed for use in the yard.

Examples from our range include trolleys designed to carry plastic tubs or tack and hot water shower systems for horses. As with stable tools, the design is balanced with colour, cost and purpose.

It is a complete honour to celebrate this milestone – to be a part of British manufacturing and to be innovating after 30 years is a constant thrill. I know that I am part of something very special, and I would like to be a part of this for many years to come.

Exclusive stable tools & yard products Unique British Craftsmanship Tel: +44 (0) 1789 764848

www.fynalite.co.uk

August 2015 www.ebmonthly.co.uk

Equestrian 21 Business

in focus

Bulking up sales:

smallholder and pets Diversifying your offering may be a good way to boost business, and it might not take a huge step to get started.

I

t may seem like equestrian products are unique and highly specialist, but seeing as horses are animals like any other, requiring food, shelter and ways to control them, the equine sector has plenty in common with others.

The smallholder and pet sectors are surprisingly similar and as so many horse owners also own other household pets, particularly dogs, and many have ventured into chickens, goats and even pigs, retailers could consider taking a step in that direction.

Household pets

The pet market is huge. Every year the Pet Food Manufacturers Association (PFMA) commissions the well respected Pet Population report, which looks in detail at pet ownership trends. In 2015 it is estimated that 12m (46% of) households have pets and that the pet population stands at around 58 million. Dogs are still the most popular with equestrian and country people and according to

22 Equestrian August 2015 Business www.ebmonthly.co.uk

PFMA’s 2015 statistics, 24% of UK households own a dog, compared to 17% owning cats. This means there are around 8.5 million dogs requiring food and accessories.

In recent years the spotlight has been placed on pet food and the growing problem of obesity in dogs; this means that it may be easier to tempt dog owners away from cheap supermarket brands and towards those designed to be healthier. Working dog foods are popular amongst horse owners as whether their dogs work or not, they are often of a breed or type that does traditionally work, such as spaniels or Labradors.

Dry dog food is still the most popular type, with the market worth £593 million in 2014. Treats have grown steadily over the last seven years, with the market now worth £395 million compared to £268 million in 2007.

Dog accessories such as collars and leads can also be a good way to start – particularly if you have an on site saddler as quality

leather goods are certainly appreciated. Dog coats, grooming brushes, trimmers and treats would also work well.

Smallholder

Products aimed at the smallholder market are also areas of simple crossover you could try.

Companies such as Marriages, Allen & Page, Baileys and Dodson & Horrell all manufacture ranges of smallholder feeds that would be an easy move into this area.

Chickens are often a first step into farm animals and require a healthy balanced diet, plus housing, bedding and so on so take a look at how you could diversify to target the poultry market. The popularity of poultry continues to increase as people search for a slice of the good life so feed, corn, grit, bedding, shelters, bowls, fencing and coops are now more in demand than ever.

Sheep, goats and alpacas are also fairly popular and bring with

them the advantages of co grazing with horses – they eat different types of grass in different ways, can make good companions to horses and ponies, and help with worm management as they break the worm life cycle. Items that might be required for these that cross over to equine include tools, bedding, wheelbarrows, buckets, grooming equipment, clippers, first aid equipment and electric fencing,

Manufacturers diversifying

It’s not just retailers that can benefit from diversification, manufacturers who are usually wholly equestrian could also benefit from diversifying into other products, particularly if they can make the most of existing manufacturing processes.

Dengie has just launched Fresh Bed for Chickens and Katie Williams, Dengie technical and product development manager,

“It takes research and strategic planning to ensure a successful and profitable outcome” explains how the product came about: “The British Hen Welfare Trust contacted us about developing a product to suit the specific needs of ex-battery hens.

They wanted it to be straw based and knew that we handled lots of straw so thought we were the ideal people to talk to!”

Dengie Fresh Bed for Chickens is ideal for the hobby chicken keeper rather than those

When it comes to feeding your bantams... …pellet size is important

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Bantams that eat well, lay well The Smallholder Range Natural Free Range Layers Pellets are micro-sized and are ideal for Bantams to eat.

Plus you are safe in the knowledge that your bantams are receiving a complete balanced diet and will produce wonderful eggs for you to enjoy.

To find out what you’ve been missing, get our FREE FACTSHEET on feeding your bantams or hens.

Call us today 01362 822 902 Quote Ref: One 4 BANTAMS Or visit us online www.smallholderfeed.co.uk August 2015 www.ebmonthly.co.uk

*Average pellet size 2.5mm x 8mm

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Equestrian 23 Business

in focuse who keep hens on a larger, commercial scale and Katie points out: “The fact that Fresh Bed for Chickens was developed in conjunction with the British Hen Welfare Trust, with sales helping to raise funds for the charity, should always be highlighted.”

Any business looking to diversify into a new sector should think carefully before taking the plunge – it is not a quick fix to an ailing business, but it can help to boost a business when implemented properly. Katie advises: “Diversification has the potential to deliver some extremely lucrative results and should be seized on rather than ignored. Retailers stocking a complementary range of products and equipment will not only set their tills ringing, but also provide an enhanced service for cash-rich, time-poor customers who will appreciate carrying out their equestrian, smallholder and pet shopping all under one roof.

“Retailers will also benefit from an increase in handy add-on sales, be able to develop linked sales potential, generate shelf appeal and extend stock, strengthen relationships with existing customers and appeal to

on the shelf...

new markets.

Retail is a fast-paced business, continually changing, growing and evolving. Store owners need to follow suit and, by keeping abreast of market developments, changing trends and buying patterns, they will ensure that their business

remains ahead of the game, thriving and successful.” This is all good advice but Katie also warns: “Diversification should never be thought of as a ‘quick fix’, because it takes research and strategic planning to ensure a successful and profitable outcome. Ailing

companies seeking a last-minute reprieve have often found themselves in this state as a result of their failure to respond to the changing world around them.

They ignore external influences and continue to operate their businesses in a vacuum.”

Ask for advice

Stocking poultry feed is an excellent way to broaden your customer base, or just to add value to for your established customers. However, not everyone can be an expert on the diet and welfare of every type of animal, so the Smallholder Range Feed Helpline on +44 (0)1362 822902 is an excellent resource to consult, either by retailers asked a specific question, or by customers searching for advice. The Smallholder Range offers a complete range of specialist feeds for everything from laying hens, to pygmy goats, with balanced diets offering an easy way for customers to feed their animals.

www.smallholderfeed.co.uk

A Country Menu If you’re taking your first step into stocking feeds for smallholders, Country Mix and Country Cubes from Badminton Country Feeds are suitable for all ruminants, including cattle, sheep and goats, and are ideal when storage space in your shop is limited. Both are carefully prepared to be highly digestible, providing a balance of energy and protein to complement forage for pregnant and lactating animals as well as growing weanlings and adults.

www.badmintoncountryfeeds. co.uk 24 Equestrian August 2015 Business www.ebmonthly.co.uk

A cracking good idea Dengie Fresh Bed For Chickens – a natural, soft-straw bedding with pine oil for ultimate freshness – is now available in easy-tohandle 50-litre bales, making light work of keeping chickens warm and cosy.

The product has been developed in conjunction with the British Hen Welfare Trust and every purchase helps to raise funds for this extremely worthy charity. Fresh Bed includes pine oil with natural anti-bacterial and anti-fungal properties, and is made from 100 per cent biodegradable, chopped, dust-extracted straw. It’s perfect for excommercial hens that prefer to snuggle down on the floor rather than use a perch.

www.dengie.com

Be the one-stop shop for pet and smallholder feeds Would you like to supply a wide range of quality feeds for horses, pets, farm animals and wild birds?

Marriage’s focus on the health and performance of an animal by manufacturing high quality diets for every life stage.

We offer an efficient service with mixed pallet orders delivered direct to your store.

Our range includes non-GM and organic feeds in a variety of pack sizes.

T: 01245 612019 E: info@marriagesmillers.co.uk www.marriages.co.uk

Meeting the needs

of all smallholders

v Natural, wholesome ingredients - no medication, no growth promoters, no animal proteins v Formulated to support well-being & production v Simply order with your Baileys Horse Feeds Badminton Country Feeds Tel: 01425 658450 www.badmintoncountryfeeds.co.uk

August 2015 www.ebmonthly.co.uk

Equestrian 25 Business

supplements

Making the most of supplements In the supplement market it can be tricky to know what will be a long-staying seller and what is just a fad. Cathy Wood asks Melanie Leando, brand marketing director from ReadySupp, about the supplement market, innovation and product development.

In this fast moving sector, what do you think is the key supplement trend at the moment?

Ulcer products and digestive health supplements seem to be very much under discussion currently especially among competitive riders. Modern horse management appears to increase many risk factors such as long periods of fasting, low forage intakes, restricted pasture access and intensive training and exercise. We hope that multivitamin and mineral supplements will continue to grow in popularity as these are a key way to balance the diet, they are most needed and are most often neglected!

How could horse owners make better use of supplements?

In two key ways: firstly, balancing the diet for essential nutrients, as there is no point adding therapeutic (and often expensive) supplements to a basic diet which is lacking, and therefore inhibitive to optimal health.

Secondly, applying appropriate management changes to help horses in conjunction with feeding any recommended supplements, for example; horses with challenging behaviour should be fed plenty of forage, limited starchy feeds, have company and as much turnout as possible, and be trained and handled sympathetically and consistently before a calmative supplement is used.

What, for you, is the most important innovation in the supplement field at the moment?

Our Performance Joint stands out from the crowd for innovation and responds well to what riders actually need. The comprehensive formulation combines high levels of ‘joint supporting’ active ingredients with the added benefits of a bute-less product.

Owner-reported success has been extremely positive.

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Can horse owners oversupplement? What should they look out for so they don’t double up?

Yes, owners can over supplement.

Vitamin A, selenium, iodine and iron are the most important to avoid over-supplementing, because all can be toxic if fed in quantities that are too high.

Owners should look at labels so they know what they are feeding, and if in doubt contact the relevant company to check.

How can retailers best advise their customers when it comes to the huge range of supplements available?

It’s really important that retailers have knowledgeable staff so education is key. ReadySupp makes sure that retailers stocking its supplements have a solid understanding of every product and it’s USPs so they are best placed to recommend the right

product for the job. Staff must also understand how to read labels so that they can help a customer decipher active ingredient daily doses and then make accurate comparisons.

It’s not about just selling supplements, it’s about selling the right product that will achieve the results that the customer requires. That will ensure repeat business and builds trust and loyalty with customers.

Can you explain how one of your newest products was developed – what is the process from idea, to testing, to launch?

All of our products are created in response to real life equine challenges and ReadySupp makes it a priority to use the best nutritionists, veterinarians and other equine professionals to formulate and trial new products using only the finest ingredients at the recommended levels.

“It’s not about just selling supplements, it’s about selling the right product that will achieve the results that the customer requires”

Only once formulas have been thoroughly trialled and perfected will they be ready to market.

You have some very high profile sponsored riders on your side – was this an important strategy for you and what do these riders bring to your brand?

Credibility and trust. We are proud that many professionals change to our supplements and they do so because they are highly effective. Good products (whatever they are) are important to riders competing at top levels where results are so close, and any competitive edge gives an advantage. We’re lucky riders want to use our supplements as they have been designed to really work, and they do! Having professional riders provides authentic feedback and high value, genuine content for consumers.

supplements

on the shelf...

Easy access The Field & Stable Block is ideal for horses that live out and those who are partially stabled.

The 10kg block contains minerals, trace elements and vitamins with a light molasses coating to ensure palatability, which provides the horse or pony with the perfect product to top up on micronutrients. It can be offered in a free access manner due to the product’s inbuilt hardness, created during manufacture, which prevents overconsumption. The Field & Stable Block is an incredibly useful, low fuss way to top up on the essentials that the horse needs and it’s very cost effective too. RRP: £15.49

www.rockies.co.uk

Supporting healthy hooves LamiCare is a comprehensive hoof supplement formulated to provide extra support for horses and ponies prone to laminitis. A combination of powerful antioxidants help support blood glucose levels and vascular health, while essential amino-acids, calcium, Omega-3 fatty acids and magnesium, together with high quality chelated zinc and copper, help to promote good hoof health. This supplement also contains MSM. Available in a 30 day or 90 day supply.

RRP: £52.75/£156.00

The Lifeforce range The Lifeforce Range from animal health company Alltech is designed to deliver the correct balance of natural ingredients to optimise digestive health in horses of a specific lifestyle.

Lifeforce Focus is specially designed for leisure and companion horses or those that may spend more time grazing, helping to create a healthy digestive environment.

Lifeforce Formula is a supplement specially designed for breeding horses and horses in moderate activity by supporting their immune function.

Lifeforce Elite is specially designed for competition horses and those faced with stressful situations. It supports a healthy immune system, increases the availability of antioxidants and creates a healthy digestive environment.

RRP: £60.00 (5kg tub, three month supply)

www.lifeforcehorse.co.uk

www.readysupp.com

A quality blend Horses with poor quality hooves can really benefit from a diet that is full in vitamins, nutrients and trace elements. This is easily possible by adding a good supplement to their feed which includes a wide range of ingredients specifically formulated to improve feet.

Keratex’s Feed Supplement for Hooves contains a high-quality blend of nutrients including methionine, biotin, vitamins, zinc, copper and magnesium.

A 3kg tub lasting three months retails at around £55.00

www.keratex.com

The gold standard

Ultimate forage balancer

Farrier’s Formula is the gold standard by which other hoof supplements are compared. Developed by Life Data Labs Inc., makers of Barn Bag for a balanced equine diet low in calories; Compose 2x for equine calming without sedation; Farrier’s Finish to destroy ‘hoof eating’ microbes while maintaining correct hoof capsule moisture balance; and Breeder’s Formula for itchy and frightened dogs.

Equimins’ Advance Concentrate Complete is the ultimate forage balancer that can be added to the horse’s bucket feed or even fed from the hand if the pellet presentation is chosen. It also has a money back guarantee.

This supplement was created to support the way that the horse is designed to eat, helping him to thrive when fed in the way that nature intended. It contains vitamins, bioavailable minerals and trace elements along with probiotics and saccharomyces cerevisae yeast to support the digestion of fibre.

Advance Concentrate Complete is available in powder or pellet format in 1.2kg, 2kg, 4kg and 10kg quantities. www.equimins.com RRP: from £13.55

www.lifedatalabs.co.uk 28 Equestrian August 2015 Business www.ebmonthly.co.uk

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Equestrian 29

www.readysupp.com | info@readysupp.com www.ebmonthly.co.uk Business

pester power

Aiming at the younger market Are you making the most of pester power? Kids are surprisingly persuasive so make sure you stock items to target this important sector.

C

hildren do not usually hold the purse strings, but they are increasingly able to access their own cash pot thanks to generous pocket money. They can certainly persuade a parent to buy the latest trends or toys, however, children’s products must tread a fine line between kid appeal, with all the cartoons, bling and bright colours that that entails, and suitability. In the end, a parent will make the final decision, so if a product offers

“Create a Pony Club camp display, with items typically on a camp checklist”

poor value for money or is of poor quality, it will lose out.

Pony mad children often have a large shopping list, and summer brings extra opportunities: retailers could create a Pony Club camp display, with items typically on a camp checklist. “Children are always the customers who are gigantic influencers when it comes to purchasing,” says Michelle Inch from Equidivine.

“Things you would never buy for yourself or even dream of existing, children will influence parents to purchase these items. It’s a real opportunity to make some real profits by selling products made and aimed at children.”

This is a growing sector as online marketing and the boom in social media channels promote the latest trends in very obvious ways. Michelle says: “There definitely has been an increase in children’s products available.

Especially in the last two years I would say. Take our products for example; four years ago when we launched it was extremely difficult market to get into and now we have over 33,000 fans and are working our way in to major retailers.”

Safety first

Tuffas Shetland half chaps are bright and bold

30 Equestrian August 2015 Business www.ebmonthly.co.uk

Encouraging children to wear the correct equipment and care for their ponies in the right way is important and safety product manufacturers have been approaching the children’s market for years. Helmets with bling and colour are always popular, and items like Polly Product’s kid’s helmet, with

Fashion forward stickers to personalise it, have proven to be very popular. The same goes for body protectors.

The key point of these is that safety comes first and these products conform to all the adult safety standards, but provide a child friendly design.

Encouraging good interaction between children and their ponies is key – and although it seems trivial, a brightly patterned grooming kit may be just what they need. Michelle says: “My company is dedicated to providing items to encourage children to groom and bond with their ponies. Too many children just want to ride and chuck ponies back in the field and not bother with the grooming.

It’s key to encourage learning as well as products that actually work.” Emphasise this point to parents and you’re sure to secure a sale.

“Whatever is trending in the market such as Frozen, Disney, and so on, use those colours and styles to attract the kids,” advises Equidivine’s Michelle Inch. “They love anything pink, blue or colourful and even though it may not be to an adult’s taste, children will always be attracted to these popular themes. Whatever their friends have they want too so take advantage of this when it comes to displays and items to sell and offer special discounts for multiple purchases so friends can buy items together and have matching products.”

www.hucklesbys.com Hucklesbys has lots of new products perfect for kids this summer!

• Equine & canine products from Animology • New shopper bags & wash bag from Moorland Rider • Competition numbers from USG

Plus, EquiDivine products in stock now

• Water based, non toxic and natural products perfect for children and their ponies.

Hucklesby Associates Ltd Equestrian Wholesale Supplies Tel: 01362 696309 Email: hucklesbys@aol.com for your free trade catalogue.

August 2015 www.ebmonthly.co.uk

Equestrian 31 Business

32 Equestrian August 2015 Business www.ebmonthly.co.uk

August 2015 www.ebmonthly.co.uk

Equestrian 33 Business

business advice

Ask the expert This month’s business experts answer key questions on cost management and modern PR. To ask your questions simply email editorial@ebmonthly.co.uk and we’ll find a trade or business expert to help.

Who is the expert?

Q

What is the ‘New World of PR’ and how can I make sure I’m ahead of the game?

A

Mark Brook Client Services Director at PressPoint With over twenty years experience in public relations and marketing, PressPoint delivers innovative solutions across a range of media. With a heritage in countryside and equestrian public relations and marketing PressPoint has worked hard to build an approach that gets brands seen and talked about in the places that matter.

Tel: +44 (0)1953 852942 Email: mark@presspoint.co.uk www.presspoint.co.uk

34 Equestrian August 2015 Business www.ebmonthly.co.uk

No longer is it satisfactory, or fruitful to simply write and deliver a press release to the media in order to publicise your latest news or product launch.

Event riders and show jumpers would undoubtedly run a mile from a 9 to 5 office job in a PR company, but in fact, they have a lot in common with their office counterparts. Show jumpers don’t just think of the fence in front of them. They consider their landing and getaway and how it will affect their line to the next fence. Likewise, an event rider will consider the whole course, setting themselves up for the quick and more demanding options in order to

“Getting your product or brand out there now requires a multifaceted approach” get inside the time and have the best chance at ranking highly.

Similarly, good public relations is not just about getting immediate coverage and response. It is also about subsequent exposure and continuing to win the attention of a preferred audience.

Continuation of message helps to grow your audience by collecting and sharing truly

engaging content. If you get it right, what started out as your ‘positive message’ soon becomes the ‘established voice’ of your audience and their followers in turn.

Q

How can I make the most of modern channels of communication?

A

Over the past five years, how people get their information has changed dramatically and you need to take positive action to boost the odds that your message gets to all the right places to engage your desired customers.

There used to be a clear channel to column inches. You wrote your press release, sent it to the intended the media, got it printed a few times, more if it was really newsworthy or topical and then you moved on to the next ‘hit’ when appropriate. The response from such activity was pretty good as you knew your audience and it was captive.

In today’s social savvy world PR now requires a completely different approach and the expectation of immediate results needs to be kept in check. If you have the next must-have gadget, you can expect your message to go viral, with instantaneous and hugely profitable results.

However, for most of us, results come more slowly and we need to consider the longer game.

Getting your product or brand out there now requires a multifaceted approach if you are to have any chance of success. Producing the initial press release is still essential, as is good highresolution imagery, especially for the trade press, but it is also just the start of the journey.

Having honed your message, it then needs to be sliced and diced and even blended, pounded and crushed to satisfy the needs of the social networks. Rather than thinking in terms of words and images, you need to start making friends with a set number of characters and pixels! If you are lucky and your message catches on, you’ll achieve a good buzz and results will start to flow. It’s all about getting your message placed prominently, yielding hundreds of thousands, if not millions, of referral visits.

Q

How can I best target my desired audience?

A

To grab your desired audience’s attention, you need to investigate how and where they get information—and work hard to ensure that your news is right there. Find out what trade and consumer publications they read, which social networks they’re on, and which influencers or KOLs (Key Opinion Leaders) they follow. Finding the ‘top sharers’ in your industry can also prove to be a secret weapon in your armoury and should be part of your research effort when shaping a winning communications strategy.

top tips 1.

2.

3.

4.

5.

6.

Know your media and target the right message at the right time.

Know your industry’s KOLs and make sure they know about you.

Pitch your product – don’t just expect to deliver a press release. Follow up to ensure it’s going to be used and if not revise as appropriate to the feedback you get.

Be social media savvy and make your information easy to share – can the headline you took hours to conceive for your press release fit easily in a tweet?

Make sure you have a blog on your own website, and that it has social sharing buttons.

Connect your content – look for stories already trending on social media to see if they are relevant and linkable to your content.

Q A

How can I get the most out of my PR spend?

We all know that money talks and gaining column inches in a printed publication for commercial products can rely heavily on advertising spend.

However, any good publication will now work with you on a value added package that will include online options such as banners with click throughs to your website; e-shots and social media activity. Teaming up with a publication in such a way is a good option, as they will already have a captive audience. Likewise, teaming up with a social savvy PR company is also a good option as not only will they work with publications on your behalf, they will also know how to give your brand a fighting chance in this multi-channelled, contentsaturated world.

business advice

Who is the expert?

John Wardle ACA Cost Management and Procurement Specialist John is a Chartered Accountant that spent 25 years in the automotive and banking sectors in a variety of Board roles spanning finance, operations and procurement.

He is in his third year as an Auditel consultant, has a wide range of clients across many industry sectors and has saved money on the full range of business overheads.

One of his main clients is a world renowned saddler based in Walsall and was able to assist them in all their costs including many of their raw material purchases. This gave him an interest and enthusiasm for the equestrian marketplace.

Established in 1994, Auditel is the UK’s leading cost management consultancy with 4000 UK clients and over 200 trained experts. +44 (0)7803 7 3940 +44 (0)1212 944402 John.wardle@auditel.co.uk www.auditel.co.uk/johnwardle

Q A

What is Strategic Cost Management?

Many businesses today are very busy and this can lead to a rather rushed response to the challenge of keeping its costs down, renewing contracts and finding the right suppliers.

Short term decisions close to deadlines without a full review of the marketplace or factual analysis of current spend patterns are commonplace.

Strategic Cost Management

is a methodical, analytical and planned review of every cost in the profit and loss account.

It considers how the business is buying currently, where it is wasting money, the quality of service it is receiving from its incumbent suppliers. It objectively takes into account all suppliers and incorporates an independent formal tender to compare suppliers in a truly like for like way. After the new supplier starts trading with the client the management of the cost category continues with invoices being monitored and service quality checked to ensure the supplier delivers what it said it would do.

Q A

What costs can you manage?

In short, everything bar staffing costs! At the risk of boring everyone, here are some of the main ones: Couriers, Copiers, Franking Machines, Fixed Landline Phones, Mobiles, Electricity, Gas, Water, Cleaning, Waste, Insurance, Rates, Food, Printing, Stationery, IT, Packaging, Freight, Motor costs, Travel...to name a few!!

Q

Do businesses regard cost management as important?

A

Auditel wanted to understand how businesses valued the service it offered and so commissioned an independent survey to examine the strategic importance of cost management amongst organisations across the UK. Over 120 business leaders responded to the survey, which was undertaken by Haymarket publishing.

Key findings suggest that: 70% of organisations do not have a cost management strategy in place.

Lack of understanding and relevant expertise is the greatest obstacle to in-house cost management.

The topic of cost management is on the boardroom agenda for 82% of respondents.

CEOs are in the main (60%), seen to be champions of cost management exercises, closely followed by Financial Directors (40%).

In 73% of organisations, cost management measures are undertaken in-house.

Two thirds of respondents recognise that cost management can accelerate performance, improve efficiency and gain competitive advantage.

The research shows that businesses and organisations have not embraced strategic cost management as well as they could and indeed should, and a lack of knowledge is commonplace. We see this regularly with organisations: there is a genuine lack of understanding between simple cost cutting exercises and strategic cost management.

Most organisations don’t have the tools to benchmark costs accurately and then monitor them after implementing cost savings. In fact, less than 2% of the survey respondents claim to track costs or have an ongoing programme. That’s why, as suggested in a recent KPMG survey, 95% of cost reduction exercises carried out fail and costs come flooding back.

The survey also shows that almost three quarters of the respondents control their cost management in-house, yet experience suggests that they are ill equipped to deal with the task. Over the past 20 years Auditel has worked with more than 5,000 firms and we can say with some certainty that strategic cost management driven by the right people, with the right tools and knowledge can deliver much greater returns than in-house resource alone. With the right tools and knowledge cost management can lead to improved efficiencies, accelerated performance and help companies gain a competitive advantage

Q

What do you do that inhouse management could not do just as easily?

A

There are a number of defining areas where we can add value: Expertise – we have experts in all cost categories. Client management will not necessarily possess this in their team. Our consultants know instantly the shape and state of this marketplace, which suppliers to approach, what to ask for, what deal is achievable and have the procurement skills to extract the best deal.

Access to leading edge terms – we have 20 years relationship

with all the main suppliers and have established terms that are not achievable by businesses applying direct to suppliers.

Previous knowledge – with 4000 UK clients Auditel has faced a variety of situations before and is able to draw on this experience and frame arguments and negotiations in a way that we can be confident of success Drive – we are not hampered by the other pressing issues within the business. Where the client may find it takes a long elapsed period to deliver savings we have the focus to deliver savings in a very short time period. The earlier the project is completed the earlier the savings start to flow!

Q A

What level of savings do you achieve?

This is dependent upon a few factors:

How long the client has had the same supplier – a lengthy time leads to a comfortable relationship where charges can often not be reviewed and move steadily away from the current market rate.

Time since the last review.

How well the last contract was negotiated.

The nature of the cost and how tight that marketplace is.

The supplier that the client is using currently.

In the UK over all its customers and all cost categories Auditel achieves an average 25% savings.

However, savings of 70% – 80% can be achievable in some areas.

It is rare for us not to find any savings at all. But when we do, as we tend to be paid on our performance on finding savings, we are able to say to the client: “Well done, you have an industryleading rate already – there is no charge for our work!”

send in your questions To put your questions to an expert simply email editorial@ebmonthly. co.uk. We will search out the best person to answer your question, so you can get the best advice.

August 2015 www.ebmonthly.co.uk

Equestrian 35 Business

Talk Products WhatLet’s to stock for successful sales....

Airowear Ltd

Ayrvest The AyrVest by Airowear challenges the performance and appearance of conventional body protectors. The AyrVest brings to the market for the first time Airowear’s innovative air circulation system, which provides the ultimate in the next generation of body protection.

Air structure is fully encased in nylon over one of two options in foundation foam technology to provide BETA 2009 Level 3 protection: Flexion Technology (provides a draped / looser fit) or Advanced UltraFlex Technology (provides a secure / firm fit).

Body protectors & air jackets Safety comes first with our ‘shop window’ look at some of the latest body protectors and air vests to hit the market.

B

ody protectors are everyday riding wear for many now, particularly as technology has made them lighter, more breathable and more flexible than ever. BETA recommends that body protectors should be replaced at least every three to five years so it is worth advertising this fact in store, as some riders may not be aware of the recommended frequency.

The BETA 2009 Body Protector Standard meets all the requirements of the European standard (EN 13158:2009). A revised edition of the BETA 2000 standard was published and adopted by BETA in April 2009 as the new BETA 2009 standard. The BETA 2009 version continues as the current standard.

The BETA Standard sets criteria for shock-absorption, controls the area of the body that must be covered and ensures there are minimal gaps between the protective foam panels. It encompasses three levels, each designed for different activities and denoted by a colour-coded label on the garment.

Level 1 has a black label and is considered only appropriate for

36 Equestrian August 2015 Business www.ebmonthly.co.uk

licensed jockeys as it offers only low protection. Level 2 has a brown label and is considered suitable for low risk situations. Most riders will use a level 3 body protector with a purple label, which is suitable for general riding and competitions.

Air jackets are now popular for providing the next step up in protection, but in most types of competition environment they must be worn in conjunction with a level 3 body protector. Air jackets inflate when the lanyard connection is pulled and provides extra protection to the spine, torso and neck.

For leisure riders, an air jacket can be worn on its own, and recent rule changes in the Pony Club and British Eventing now also allow air jackets to be worn without a body protector in certain disciplines, for instance dressage.

As air jackets are now established in the equestrian world manufacturers are continuing to innovate, with products now being launched that combine air protection along with traditional body protectors, plus air jackets in more varied styles are also now available, providing versatile protection.

Sizes: XXS–M (more sizes available soon.)

Colours: Black, navy from £499.00 RRP:

Airowear Ltd

Outlyne The popular Outlyne features unique designs specifically for women, men, teens and children, embracing different body shapes and sizes.

Women’s Outlyne has been developed through years of scientific research into how a body protector should fit a woman and combines maximum protection and unrestrictive movement with a perfect fit and super soft flexibility.

Men’s Outlyne provides a tailored, masculine fit for male riders of all shapes and sizes.

Sizes: JUnior, Teen, Women, Men – multiple sizes in each Colours: Junior – black/turquoise; Teen – navy/grey, black/graphite; Women – navy/grey, black/graphite; Men – black/graphite RRP: From £101.60

Finest Brands International

Champion Evo-Flex The Evo-Flex body protector incorporates Champion’s revolutionary Cut-Flex and HingeTek technologies into the design of the award winning Champion FlexAir Body Protector.

These technologies maximise the flexibility of the Evo-Flex’s ultra-light weight foam and allow the bottom of the protector to mould into the nape of the back, for unparalleled comfort and fit when in the saddle. Meets 2009 BETA safety standard and EN13158:2009, level 3.

Sizes: XS child–XL adult. Available in short, regular and long length Colours: Black RRP: £63.95–£121.95

Let’s Talk Products Finest Brands International

Finest Brands International

Champion FlexAir

Champion Freedom

Meeting the latest BETA safety standard and EN13158:2009 level 3, the Champion FlexAir combines the latest advances in design and materials with a desire to offer riders unrivalled comfort and performance.

Through the combination of Champion’s lightweight, multi layered nitrile foam, and the unique positioning of ventilation holes, the Champion FlexAir offers a supple yet secure feel which moulds to the contours of the riders’ body.

Sizes: XS child–XL adult. Available in standard, long and short fit Colours: Black/Berry, Black/Gunmetal, Black/ Light Blue, Navy/Purple, Navy/Silver, Navy/Sugar Pink RRP: £62.25–£119.95

The Freedom body protector offers a superb fit especially tailored for the female figure, without compromising protection and safety. With an ‘easy-on’ zipped front, the Freedom features a darted and tailored bust design, a slim and sculptured underarm for a close contact fit and a broad shoulder panel with enhanced weight distribution.

Meets the latest BETA safety standard and EN13158:2009, level 3.

Sizes: Girls L, XL and Women’s S–XL plus three back lengths Colours: Black/Silver RRP: £95.90–£145.90

Finest Brands International

Finest Brands International

Champion Guardian Shoulder Protectors

Champion Vanguard

Designed to be used in conjunction with the Champion FlexAir and Champion ZipAir ranges of body protectors, the Guardian Shoulder Protectors incorporate the same materials and design features of the award winning FlexAir body protector. Made using a lightweight nitrile foam which is encased in Champion’s breathable spacer fabric and Polygiene treated antibacterial lining, offering outstanding protection that is both lightweight and extremely comfortable.

The Champion Vanguard body protector is a tabard style body protector that has been expertly designed for the female figure. Meeting the latest BETA safety standard and EN13158:2009, level 3, the Vanguard features Champion’s revolutionary multi layered ‘Cut-Flex’ manufacturing process to maximise the ultra-light foams flexibility and ‘HingeTek’ system which allows the bottom of the protector to mould into the nape of the lower back.

Sizes: S–XL Colours: Black, navy £25.50–£33.50 RRP:

Sizes: Girls L, XL and Women’s S–XL plus three back lengths Colours: Black/Gunmetal RRP: £79.90–£126.90

Finest Brands International

John Whitaker International Ltd

Champion ZipAir

Xtra-Lite Body Protector

Meeting the latest BETA safety standard and EN13158:2009, level 3, the Champion ZipAir body protector offers a supple yet secure feel. This ensures the most comfortable fit possible while also offering breathability. The Champion ZipAir incorporates a high-tech Polygiene treated inner lining, with its powerful anti-bacterial and antiodour properties. The Champion ZipAir features a simple and easy to use front zip fastening closure.

Crafted in the UK, the Xtra-Lite Body Protector provides unbeatable protection from accidents whilst being extremely comfortable and lightweight to wear.

The protective inner is made up of four layers of shock absorbing foam, which softens and moulds to the shape of the body when exposed to body heat.

The thin layers also weigh less than traditional block-protection, and are extremely flexible and comfortable without compromising on protection. The Xtra-Lite Body Protector has been awarded the top BETA Level 3

Sizes: XS Child–XL Adult. Standard and long fit Colours: Black, navy £74.95–£139.95 RRP:

Sizes: Children’s XS–XL, adult’ S, M, L Colours: navy £100–£120.00 RRP: August 2015 www.ebmonthly.co.uk

Equestrian 37 Business

Let’s Talk Products Westgate EFI

Rodney Powell Pro Air Jacket The Rodney Powell Pro Air Jacket incorporates proven Point Two airbag technology which offers an inflation rate of one tenth of a second. Designed to complement Rodney Powell BETA Level 3 body protectors, the air jacket is manufactured in lightweight fabric with a soft shell collar. The airbag component has a lifetime warranty, provided that it is registered and receives an annual service with a nominated specialist.

Sizes: S–XL Colours: Black £398.00 RRP:

Westgate EFI

Rodney Powell Superflex Contour Body Protector The Superflex Contour offers superior levels of flexibility and perfect contouring of the torso, allowing body heat to quickly penetrate the foam panels for maximum comfort, which is further enhanced by the absorbent lining and breathable properties.

Features include a wipe clean outer, front zip fastening and adjustment at the shoulder and waist. Approved to BETA 2009 Level 3 and EN13158.

Sizes: Child XS–XXL in standard or short; Adult XS–XL in standard or short Colours: Grey, black, navy RRP: From £108.99

Treehouse Air Jackets

Helite Air Shell Gilet A soft air shell gilet that is windproof, showerproof and has a stretch fabric that allows for outward expansion. Very popular for hacking and hunting, the Helite Gilet is also permitted to be worn over the top of a show jacket for British Showjumping and British Dressage competitions and for the showjumping and dressage phases of British Eventing. Helite jackets have the quickest inflation speed of just 0.1 seconds. There is also a long-sleeved Air Shell Blouson in the range, and the outer shells are interchangeable.

Sizes: Adults’ sizes XS–XXL, child’s sizes L Colours: Black, blue, black-blue, black-grey, blue-red.

RRP: From £375.00 38 Equestrian August 2015 Business www.ebmonthly.co.uk

contacts: Airowear Ltd

+44 (0)1434 632816

Charles Owen & Co (Bow) Ltd +44 (0)1978 317777

www.airowear.co.uk Finest Brands International

+44 (0)1132 707000

www.championhats.co.uk

John Whitaker International

+44 (0)1706 340500

www.johnwhitaker.com Treehouse

+44 (0)1299 851625

www.treehouseairjackets.co.uk Westgate EFI

+44 (0)1303 872277

www.wefi.co.uk

Coming next month....

Yard and stable tools and equipment will feature next month.

Items such as wheelbarrows, brooms, forks, feed scoops, buckets and anything else that fits within this subject will be reviewed and showcased. To find out more and submit your items please contact letstalkproducts@ebmonthly.co.uk

business matters

The busy ‘B’ words’

Alphabetically the ‘B Words’ should have preceded the last column’s ‘C Words’ but, in terms of ‘issues’, the order is probably correct, says Mark Lumsdon-Taylor Mark Lumsdon-Taylor ❚ Director of Finance and Resources, the Hadlow Group He attended Keele University where he read Law and Economics. ❚ On leaving, he joined Macintyre Hudson a leading London accountancy firm undertook an ACA training contract and quickly rose to become a director of audit. ❚ Joined Hadlow College with an initial brief as a ‘troubleshooter’ to design and implement fiscal recovery and to effect change within the College’s central services. ❚ Appointed Director of Finance & Resources in 2004 after extensive work involving further recovery and reorganisation of the college’s activities, (Hadlow is rated Outstanding by Ofsted) ❚ Awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007, was a runner up in 2010 and was shortlisted for the 2013 Award. In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business.

Awarded the Business Finance Awards 2014 title ‘UK Finance Director of the Year Public Sector and Voluntary’. ❚ Shortlisted for the Institute of Directors’ London and the South East Young Director of the Year Award 2014 and the Institute of Directors’ London and the South East Chairman’s Award for Leadership in Corporate Responsibility 2014.

Bank: once upon a time, and not so very long ago, banking was respected. If you were ‘in banking’ you were reliable and could be trusted – or so we all thought! The collapse of Lehman Brothers triggered the financial crisis of 2008 that shook the world like an earthquake and created tremors around the globe. It revealed the dangerously incestuous relationships that existed between the big institutions, their failure to maintain standards and their involvement in practices that were corrupt.

Even those working in corporate finance were shocked by the rate and speed of the collapse.

Risk-taking in business – at varying levels – is an imperative when it is prefaced by the word ‘calculated’. ‘Over exuberance’ and ‘downright dangerous’ are different and shouldn’t play a part.

Confidence in banking has been shaken but it is essential to be on good terms with ‘the Bank’ – especially in the case of small businesses. And it’s worth remembering that very few personnel in any of the branches, even the very big ones, were directly involved!

And another thought; several shots have been fired across the bows of the major banks and they are desperate to prove their hands are clean, their morals sound – their ethics up to serious evaluation. It’s a good and safe time to work with ‘the Bank’!

Bad debt: accounts that are likely to remain uncollectable are bad news – especially for small businesses. Written off, they must be entered as an expense on the income statement. It is rarely possible to avoid bad debts completely and so it is wise to have a contingency plan that involves an estimate of monies that might be lost. (Attractive as it might sometimes seem, calling in the heavy brigade is not the answer!)

Running a small business

is demanding – it is as difficult as being the CEO of a large corporation – the only fundamental difference is that, in the case of the latter, figures are multiplied many million times! Big business carries out (or should carry out) research that checks probity and financial soundness when any doubt exists in relation to suppliers and/or clients. It may seem time consuming to carry out similar exercises in the case of a small business, but investing a couple of hours could pay off in financial terms many times over.

Be attentive to the people who do the actual work: it isn’t essential to have risen through the ranks to a management situation but it is absolutely essential to listen to the people who do the actual work. Generally speaking, small businesses avoid the layers of management that impede the ability to listen – something that is becoming increasingly common in large and growing businesses.

are buying, prices are rising.

(More often than not, the two go hand-in-hand.)

Black economy: is the term used when cash transactions considered untraceable are not declared – although they should be! In effect, the money goes into the perpetrator’s pockets.

Buy-in: occurs when investors deliberately acquire more than 50% of the share in order to take over the company.

Buzz word: a single word or a phrase, usually considered ‘clever’ and ‘stylish’, which immediately conjures up an entire picture. In other words, it is like a short-cut. Buzz words that are currently trendy can quickly become dated and relegate the user to the Jurassic period!

Presentations that are full of buzz words and industry-related jargon are often horribly boring… boring… BORING ‘heard it all before’! Some buzz words have found their way into businessrelated lexicons – in beenthere-done-that, benchmark, brainstorm. Well, buzz words can

“Confidence in banking has been shaken but it is essential to be on good terms with ‘the Bank” Business angel: is someone who is prepared to risk private investment – sometimes even in relation to developing a high risk idea. They will often offer advice and expertise in addition to cash. Dragon’s Den embraces that sort of idea. The Dragon’s – or the Angel’s – knowledge and contacts can make an invaluable difference.

Bear market: relates to a period during which prices in the stock market are declining. The clever bit involves calculating if prices are going to fall further with little or no hope of recovery – or whether it relates to a temporary hitch. ‘Playing the stock market’ successfully demands expertise and time!

Bull market: relates to a buoyant stock market: buyers

be useful – tell the big picture.

The bottom line involves using them appropriately!

The temptation to use buzzwords and phrases as shortcuts is obvious and a lot of presenters think these terms make them appear ‘in the loop’ and well-read. However, avoidance of these terms will help in designing a presentation that is fresh and interesting instead of tired and humdrum!

Burning bridges: however inflammatory the situation, burning bridges is to be avoided. Ability to turn the cheek, perceive the other guy’s perspectives (although not necessarily agree with them) are sure signs of business acuity and maturity and selfconfidence.

August 2015 www.ebmonthly.co.uk

Equestrian 39 Business

ken lyndon-dykes

integrity matters An unwarranted attack on his integrity leaves a bitter taste for Ken. Doesn’t this take the cake? A client rang asking me to fit a second-hand saddle.

I took all the usual descriptions of the horse and rider, and may I point out the obvious – to do this ‘properly’ demands considerable knowledge. I selected, very carefully, a number of potentially suitable saddles from a stock of well over a thousand that included a good range of second-hand saddles. Not a five minute job and not something that should be attempted by anyone without appropriate knowledge and skills. I loaded the saddles and drove to the client.

I arrived at the client’s yard, examined the horse (fully), undertook a number of initial ‘unloaded’ (ie, without the rider on board) tests with the saddles I had selected and was in the process of short-listing those I recommended when the client said, in effect, ‘a friend in the yard has a saddle for sale.

Would you mind looking at it?’

I did so and I went through the ‘unloaded’ tests I had carried out with the other saddles.

At the end I told the client the saddle had passed all the off-load tests – but – I would have to charge her if she wished me to go through the entire fitting procedures. I also said, because the saddle was, in effect, second-hand, I would want it to be fully examined by one of my qualified saddlers to ensure there wasn’t any internal damage. When we sell a second-hand saddle we make it very clear to the client that we shall be charging for checking the saddle, completely, and charging for comprehensive fitting that includes all the riding elements. As I have said – a comprehensive and complete fitting!

The excellent second-hand saddles I had selected from our own selection would have cost in the region of £600.

The second-hand saddle for sale in the client’s yard was considerably cheaper – thus

40 Equestrian August 2015 Business www.ebmonthly.co.uk

I saved the client a great deal of money. I charged £65 for my time and advice and left, I thought, a happy client. The return on the transaction, from my perspective, was virtually nil but I felt happy that I had acted with total integrity.

Lo and behold, just two or three days later we received a complaint! The client stated that I had not gone through all the fitting processes and yet I had charged £65! My immediate reaction was disappointment and annoyance – and deep, deep distress – no less. How many years have I been fitting saddles? Over 35! Have I previously had complaints about charges? No. Has a client previously impugned my integrity? No. I returned the fee – a point of principle – but I continue to feel aggrieved because I put the client first and then suffered abuse! I care – deeply – about integrity and honesty and the client’s words, although totally

unjustified, are still stinging.

When criticism or blame is attributed unfairly it does affect us. Even when it is justified (it certainly wasn’t in this case) it is important to get the balance right. Taking someone to task for something for which they are not responsible is demoralising.

Even taking someone to task for something that deserves a degree of criticism should always be balanced. In this case I was vilified 100% unfairly.

This brings into my mind two teachers at my prep school many years ago. One saw the worst in every situation; he carped and he was acerbic in his judgement in relation to academic performance and behaviour. We boys hated him with a vengeance – but we also feared him. The other teacher was his exact opposite; he was encouraging, inspirational, fun – and, above everything, fair.

Children are hot on fairness, for them it is a very black and white issue. Right or wrong. Good

“I resent the intended blemish on my reputation. I care about industry and personal standards – they are important to me”

KEN LYNDON-DYKES ❚ Ex-international level three-day-event rider. ❚ Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, ❚ Owns and runs SaddleWorld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes. ❚ He is also well-known as an inspirational and interesting lecturer/speaker. or bad. The greys only start to surface as we grow older when we realise that everything isn’t totally polarised and that extenuating circumstances mitigate so many situations. All I do know – for absolute certainty – is that being unfairly criticised still feels like victimisation! I resent the intended blemish on my reputation. I care about industry and personal standards – they are important to me.

On a happier note: isn’t it wonderful when one receives an email or a telephone call from a client who expresses appreciation? Who says that one has made all the difference? That they recognise the out-of-hours service that would be extraordinary in most industries. That they can see that saddle fitting requires extensive knowledge and doesn’t have anything whatsoever do with plonking a saddle on the horse and hoping!

Fortunately, throughout the long time I have been saddle-fitting, I have experienced many, many, many such clients.

I am still rankling from the unfairness but I’ll live to see another day!

suppliers Directory To advertise in the suppliers directory the minimum requirement is 5 insertions at £20 each.

A sixth insertion is then added free of charge, producing a net cost of just £16.60 each.

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Fynalite +44 (0)1789 764848 www.fynalite.co.uk

Horseware Ireland +353 42 9389000 www.horseware.com

Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com

Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeyengland.com

Dog Rocks +44 (0)1628 822 243 www.dogrocks.co.uk

Gain Horse Feeds +44 (0)7912 197000 www.gainhorsefeeds.co.uk

Horslyx +44 (0)16973 32592 www.horslyx.co.uk

Mirrors for Training +44 (0)1902 791207 www.mirrorsfortraining.co.uk

Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com

Acorn Developments +44 (0)1432 276600 www.acorndev.co.uk

Durango +1 740-753-1951 www.DurangoBoot.com

Global Herbs +44 (0)1243 773363 www.globalherbs.co.uk

New Equine Wear Hucklesby Associates +44 (0)1172 303700 +44 (0)1362 696309 www.hucklesbyassociates.co.uk www.newequinewear.co.uk

Albedo100 UK Ltd +44 (0)113 3955266 www.albedo100.co.uk

Earlswood Supplies +44 (0)8450 171351 www.earlswood-supplies.com

Golly Galoshes +44 (0)7585 557775 www.gollygaloshes.com

Eazitools Equestrian +44 (0)1302 746077 www.eazitools.co.uk

Grays of Shenstone +44 (0)1543 483344 www.graysofshenstone.co.uk

Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 www.rockall.info

EQ Life Magazine +44 (0)1953 852946 ww.eqlife.co.uk

Griffin Nuumed +44 (0)1458 210324 www.nuumed.co.uk

Allen and Page +44 (0)1362 822900 www.allenandpage.com Andover Healthcare, Inc. +1 978 4650044 www.andoverhealthcare.com

Animal Health Company Equestrian Creative Network +44 (0)1787 476400 www.equinehealthandherbal.co.uk www.equestriancreativenetwork.com Equi-Ads B Jenkinson & Sons Ltd +44 (0)1738 567700 +44 (0)1924 454681 www.equiads.net www.elico.co.uk Equimat Baileys Horse Feeds +44 (0)1536 513456 +44 (0)1371 850247 www.equimat.co.uk wwwbaileyshorsefeeds.co.uk Bedmax Shavings +44 (0)1922 621676 www.bedmaxshavings.com

Equine Speedskip +44 (0)1989 769435 www.equinespeedskip.com

Brinicombe Equine +44 (0)8700 606206 www.brinicombe-equine.co.uk

Equestrian Supplies +44 (0)1254 831645

British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com Champion + 44 (0)113 2707007 www.championhats.co.uk Charles Owen +44 (0)1978 317777 www.charlesowen.co.uk

Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk EquiAmi Ltd +44 (0)1584 891049 www.equiami.com Equine Management +44 (0)1825 840002 www.equineman.com

Equisafety Ltd Clarendon Equestrian Ltd +44 (0)1516 787182 +44 (0)1825 733361 www.clarendon-equestrian.com www.equisafety.com

Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk Harpley Equestrian +44 (0)115 9611537 info@harpleyequestrian.co.uk www.harpleyequestrian.co.uk

Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk

Jack Murphy +44 (0)1768 867590 www.jackmurphy.co.uk Kate Negus +44 (0)1249 740590 www.katenegus.com

Parallax Plastics Ltd +44 (0)115 966 3836 www.parallaxplastics.co.uk Pellet Beds +44 (0)1789 761333 www.pelletbeds.com PelGar +44 (0)1420 80744 www pelgar.co.uk

Keratex +44 (0)1373 827649 www.keratex.com Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk

Haybar +44 (0)1723 882434 www.haybar.co.uk

Kozi Kidz +44 (0)1302 746680 www.kozikidz.co.uk

Hemp Technology Ltd +44 (0)1986 835678 www.hemptechnology.co.uk

Lets Talk Horses + 44 (0)1953 850678 enquiries@letstalkhorses.co.uk

Hilton Herbs Ltd +44 (0)1460 270700 www.hiltonherbs.com

Life Data Labs Inc +1 256 3707555 www.LifeDatalabs.com

Holdsworth PR +44 (0)1903 892060 www.holdsworthpr.co.uk

Likit For orders Westgate EFI +44 (0)1303 872277 www.likit.com

Honeychop Horse Feeds +44 (0)1359 230823 www.honeychop.com

Littlemax +44 (0)1668 213467 www.littlemaxshavings.com

Horse & Jockey Ltd +44 (0)1981 550467 www.capcover.net

LS Sales (Farnam) Ltd +44 (0)1608 683855 www.lesliesutcliffe.biz

Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info PressPoint +44 (0)1953 851513 www.presspoint.co.uk Rima Exports +91 972 1504005 rimaexport@gmail.com Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com Rockall +44 (0)121 5558334 www.rockall.info Rockies +44 (0)1606 595025 www.rockies.co.uk

Sportmark by Signam +44 (0)1926 417300 www. sportsmark.co.uk a Stable Safe +44 (0)7500 091650 www.stable-safe.com Stormsure +44 (0)3333 441500 www.stormsure.co.uk a Taurus Footwear and Leathers Ltd +44 (0)1328 851432 www.taurusfootwearandleathers.

Tayberry + 44 (0) 2920 464606 www.tayberry.co.uk Toggi +44 (0)113 2707007 www.toggi.com Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk Vale Brothers +44 (0)1239 614648 www.kbf99.co.uk Vetericyn +353 91 796896 www.vetericyn.com Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com

W F Young, Inc Saracen Horse Feeds +001 413 526 9999 + 44 (0)1622 718 487 www.absorbine.co.uk www.saracen-horse-feeds.co.uk Wahl Seaquim +44 (0)1227 740555 +353 (0)8623 64609 www.wahl.co.uk www.seaquimequine.net Westgate EFI Ltd Science Supplements +44 (0)1303 872277 +44 (0)8456 800606

Classic Showjumps +44 (0)161 765 2010 / 2014 www.classicshowjumps.com

Exo2 +44 (0)1335 372600 www.exo2.co.uk

Horsefair +44 (0)1264 811425 www.horsefair.co.uk

Maquien Design +44 (0)8000 925699 www.maquiendesign.co.uk

Clipper Sharp +44 (0)1823 681076 www.clippersharp.comt

Faulks & Co. +44 (0)1455 848184 www.wmfaulks.com

Horse First Ltd +44 (0)2830 848844 www.horsefirst.neta

www.sciencesupplements.co.uk Westgate Labs +44 (0)1670791994 Silvermoor www.westgatelabs.co.uk +44 (0)1665 602587

Cox Agri +44 (0)845 600 8081 www.coxagri.com

Fly Away +44 (0)1384 877857 www.flyaway.ltd.uk

Horse Health Trade +44 (0)2380 814360 www.horsehealthtrade.co.uk

Maxavita +44 (0)8450 752754 www.maxavita.com a Mears Country Jackets Ltd +44 (0)1922 476930 www.mearsjackets.com

Smart Grooming +44 (0)1823 681076

Worklite Ltd +44 (0)1279 418052 www.work-lite.com

Horses with Attitude +44 (0)1274 852139 www.horseswithattitude.co.uk

Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk

Solocomb +44 (0)1235 511358 www.solocomb.co.uk

Your Gift Horse +44 (0)1454 510102 www.yourgifthorse.com a

Creative Equine Marketing Friendship Estates +44 (0)780 3728646 +44 (0)1302 700220 www.creativeequinemarketing.co.uk www.friendshipestates.co.uk

www.silvermoor.com

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August 2015 www.ebmonthly.co.uk

Equestrian 41 Business

interview

5 minutes with...

Andrew Webb

Recently appointed Chief Commercial Officer at Countrywide Farmers PLC Introduce your company: Countrywide is the UK’s largest equestrian retailer, supplying clothing and accessories for horse and rider through 54 stores and online. Stocking a wide range of products, riders can find everything they need from horse feed, rugs and yard essentials, to riding hats, jodhpurs and boots.

So whether it’s hacking out, hunting or competing, there’s something for every owner, rider and horse.

What was your career path that led to this position?

I started at Countrywide in January this year having been previously employed at White Stuff as Chief Operating Officer and CEO of East. I’ve over 20 years’ experience growing retail and e-commerce brands. Why did I come to Countrywide?

It’s an exciting business with a great product offering and loyal customer base.

What are your first impressions of the equestrian and country industry?

I’m really enjoying the challenge of getting to know this very unique market. Clearly the industry is dominated by some major brands and riders have strong views on what they want and don’t want for themselves and their horse.

Like many sectors, there’s a strong move towards online sales – equestrian customers are particularly digitally savvy, something we are particularly aware of at Countrywide. In response we are developing our multichannel systems so it’s even easier to buy online, or via click and collect in our stores.

In addition, social media is an increasingly important channel, and we are looking to invest more marketing spend in this exciting and growing area.

Equally, I’m surprised that in some areas equestrian tastes aren’t more advanced, such as clothing; riders don’t seem to have embraced all the technical

42 Equestrian August August 2015 www.ebmonthly.co.uk Business

fabrics available to them that are being adopted in other outdoor sports, such as cycling. I’m sure this will come and I look forward to helping keep riders warm and dry during the winter months. We need to improve awareness and create understanding with customers as currently the demand is just not there.

What product or business innovations have caught your eye recently?

I’m sure we will see the growth in more technical fabrics for riders, and their horses, with more products designed to perform in the most challenging of physical and environmental conditions.

Within the industry, developments in animal health are very exciting such as the new saliva test for tapeworm that we have just launched in store. Parasitic worms can seriously undermine the health and wellbeing of horses, understanding that simply dosing with a routine wormer is no longer adequate is essential. As a supplier to the industry, it’s our job to raise awareness and demand for the best practice of routine testing, not routine worming, to preserve the efficacy of worming products into the future.

What do you think is the secret to Countrywide’s success?

That’s simple, it is our people. We invest heavily in the Countrywide team to ensure they are really knowledgeable about all things equestrian. Just as important, they also have the desire to deliver great value and service from the shop floor, to the buying team, including the distribution centre.

What are you most proud of about your company?

The heritage behind the Countrywide brand is very impressive, the fact that we’ve been established since 1902 and we’re just as committed to those values today as we were then is something everyone is very proud

of. As well as our heritage, we are continually moving forward and adapting to the change in the sectors in which we operate. The market is becoming much more competitive, along with the transparency of the internet, so it means we have to ensure that we are competitive across all channels – this is absolutely key for us in the upcoming months.

Andrew Webb

Where do you see the business in the next ten years?

The business has grown substantially over the last three years and we are in a strong position to continue this growth across all our channels. We have been trialling new stores on retail parks with a tailored product range and are delighted how well the equestrian range is performing. We are constantly looking for better ways to serve our customers and our range will be constantly evolving; I’ve just seen our rider clothing and footwear for AW15 and I’m really excited about the new brands, new products and more competitive prices that we are offering. From a supplier perspective, we want them to see us as their first choice partner in the UK, working in a true partnership delivering innovative products, with a healthy bit of tension! This year we have demonstrated the strength of industry campaigns, where we have partnered with suppliers, such as Norbrook, Westgate Labs and BW Equine Vets on our recent effective worm control campaign. This is something I would like to see more of.I look forward to ensuring the equine business continues developing its strong position, perhaps in ten years there is no reason why we shouldn’t even be overseas, expanding into Europe.

Quickfire questions: What do you do in your spare time?

Cycling around the Cotswolds with my Zappi clubmates (and we do slow down for horses!) and if I’m relaxing, you would find me on the allotment growing vegetables.

What would be your ‘death row meal’? I think I’d have to go for a Chicken Tikka Pathia.

What was the last song or album you bought/ downloaded? I tend to use Spotify and stream a range of music from there.

What was the last movie you watched?

I watched George Roy Hill’s Butch Cassidy and the Sundance Kid with my son.

Describe yourself in three words? Short, Grey, Happy!

When you were a child, what did you want to be when you grew up?

Actually, I wanted to be car designer, quite a difference from where I am now!

Find us online...

Equestrian Business is growing, so to find out more, access news as it happens or discover how you can get your brand in front of thousands of key decisions makers thanks to our website, visit www.ebmonthly.co.uk. Trade account holders access the full site content, including online versions of the magazine. To find out more email enquiries@ ebmonthly.co.uk.

COMING TO A STORE NEAR YOU... ...NEW VANS - SAME VALUES!

D E T RUS LIER

TRADE SUPP T

THE AGRICULTURAL, EQUINE AND PET WHOLESALER

AND AT WWW.TRILANCO.COM August 2015 www.ebmonthly.co.uk

Equestrian 43 Business

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August 2015 www.ebmonthly.co.uk

Equestrian 44 Business