Equestrian Business

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

August 2016 Issue 169

Wholesale & Distribution:

Simplifying the Supply Chain Inside... Stable Tools:

The Right Tools for the Job

Let’s Talk Products

Air Jackets & Body Protectors

Proud to be British encouraging national pride

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Equestrian August 2016 Business www.ebmonthly.co.uk

Inside this issue...

4 News

The latest industry round up

34 tools

Offering quality & efficiency

Brand new products to the market

13 Product Watch

What’s caught our eye this month?

39 Worming

Target worming for tapeworm

42 Media and Marketing

How to write a press release

45 Equine Nutrition

15 Equine Supplements

Explaining high fibre

Supplements for performance horses

49 Let’s Talk

19 Business Matters

Products

Questionable politics

Pick of the products: body protectors and air jackets

21 Equestrian

53 Ken Lyndon Dykes

Wholesale

Finding our feet after Brexit

54 SPOGA Horse Autumn

Complete guide to SPOGA

56 Website Development

31 proud to

Driving traffic to your website

be british

Flying the flag for Great Britain

58 A View From Presspoint Rethinking rule 40

EQUESTRIAN Editor

Advertising Sales

Vanessa Britton vanessa@ebmonthly.co.uk

Sharon Long +44 (0)1953 852931 advertising@ebmonthly.co.uk

Staff Writer Charlotte Johnson +44 (0)1953 852941 editorial@ebmonthly.co.uk

Regular Contributor Pat Crawford editorial@ebmonthly.co.uk

Design Carra White carra@ebmonthly.co.uk

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

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

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Disclaimer Whilst every care has been taken to ensure that the informationEarlswood EBM advert AUGUST 16 v2.indd 1 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

13/07/2016 06:47

News | Articles | Products | Competitions | Directory

www.letstalkhorses.co.uk August 2016 www.ebmonthly.co.uk

Equestrian Business

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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

Arthur Cottam and IV Horse Forge New Partnership

Sept 2016 ❚ Nutritional Supplements Hooves & Legs ❚ Clippers & Trimmers ❚ Better Bedding ❚ Equine Nutrition Maintenance ❚ Let’s Talk Products: Stable Tools

Oct 2016 ❚ Nutritional Supplements – Respiratory ❚ Festive Focus: Best of the Christmas products ❚ BEVA Review: The Event of the Equine Veterinary World ❚ China Horse Fair ❚ Below the Surface: Winter Rugs ❚ Equine Nutrition – Veteran ❚ Let’s Talk Products: Winter Rugs

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rthur Cottam & Company, the world renowned innovator of the aluminium horseshoe, British concave and farrier supplier to the trade for over 90 years, has agreed a distribution deal with Windowbox Limited, manufacturer of the award winning IV Horse Grooming and Maintenance range.

Jack Fox, Commercial Development Manager of Arthur Cottam & Co said, “We’re really excited with the prospect of

working with IV Horse to distribute this exceptional range of grooming products as part of our brand new and expanded wholesale business division, Barker Pet & Equestrian.”

John Burdon, Managing Director of Windowbox Limited added, “Early talks proved that there was a great synergy between the two companies, sharing innovation, unique award-winning products.”

Windowbox will continue to distribute the complete IV Horse product range directly

to existing customers, whilst Barker Pet & Equestrian will be introducing IV Horse’s Grooming and Maintenance range to new and existing Arthur Cottam customers.

Barker Pet & Equestrian will operate via their experienced sales team based at Arthur Cottam & Company’s two-acre head office site in Chesterfield, Derbyshire, and their three depots in Teignmouth, Uckfield and Ammanford.

BVA call to protect veterinary status

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ollowing the EU referendum, the British Veterinary Association (BVA) is urging UK governments to protect the status of EU veterinary surgeons and veterinary nurses who are currently living and working in the UK. Almost half of veterinary surgeons registering in the UK qualified from veterinary schools

elsewhere in the EU, according to statistics from the Royal College of Veterinary Surgeons (RCVS).

Veterinary surgeons and veterinary nurses from other EU member states are invaluable members of practice teams across the UK and work across all areas of veterinary science, including the fields of animal health and welfare, animal

disease surveillance, scientific research and education, wildlife conservation, and public health and food safety.

BVA is working with the RCVS and other bodies to discuss the implications of Brexit for the veterinary professions, and the key issues that should be raised in forthcoming discussions and negotiations.

Acas advises employers on Rio 2016 Our media pack and a full list of features for 2016 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.

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Equestrian August 2016 Business www.ebmonthly.co.uk

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orkplace expert, Acas, has launched new guidance to help employers prepare for potential issues that could arise during the 2016 Olympics Games.

Rio 2016 will take place in Brazil between August 5-21. Acas advises employers and small businesses to have agreements in place that cover requests

for time off, sickness absence, website use during working hours or watching TV during this period.

Acas Chair, Sir Brendan Barber said, “Rio 2016 will be an exciting event for many sports fans but staff should avoid getting disqualified for unreasonable demands or behaviour in the workplace during this period.”

With a comprehensive list of advice, including flexibility, organising time off, holiday leave and sickness absence, allowing employees to experience the games and support their chosen teams can be a great boost to morale.

Acas’ full guidance for the 2016 Olympic Games can be found at: www.acas.org.uk/rio2016

news

Apprentice of the Year

BETA International to host compulsory CPD seminar

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tubbing Court Training Ltd (SCT)’s Apprentices of the Year were announced at the most recent of the Chesterfield training provider’s acclaimed Masterclass Series at Parklands Equestrian Centre, Sheffield.

Eleanor Stevenson is SCT’s ‘Apprentice of the Year 2016’, while Emily Ward wins the ‘Advanced Apprentice of the Year’ title.

Eleanor is doing her Level 2 Apprenticeship at her family’s Sykehouse Arena competition centre near Doncaster, South Yorkshire. Eleanor said, “The Apprenticeship has given me a future career plan. I now want to progress to the Advanced Apprenticeship and then do the Coaching units. The Apprenticeship gives clear standards to work towards and gives great opportunities to have training from world-class professionals.”

Eleanor is a successful show jumper and is employed by show jumper Michael Whitaker, who has long been a staunch supporter of SCT’s Apprenticeship scheme and is heading for his sixth Olympic appearance for Great Britain in Rio this summer.

The Masterclasses are exclusive to SCT’s Apprentices and employers, and offer them chances to train with the very best international riders and coaches. Prizes for the Apprentice of the Year and the Advanced Apprentices of the Year were kindly donated

by TopSpec, Equestrian Life and Thomas Irving Equestrian Superstore.

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Walking Stick Specialist Wins Business Awards

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alking stick specialist Classic Canes has won the Family Business of the Year and Business of the Year titles at the prestigious Western Gazette Business Awards 2016 for companies in Somerset and Dorset.

Judges were impressed by the way the Somerset-based family firm has become an international force with stockists in more than 40 countries worldwide.

Classic Canes managing director, Charlotte Gillan said, “It was a wonderful evening and I am so delighted for my family and our wonderful employees

that we were able to win these awards. It is a great reward for all the hard work and enthusiasm contributed daily by everyone on the team.”

Sarah Pullen, managing director of the Western Gazette said, “We congratulate all of the worthy winners at the Western Gazette Business Awards, an event in which the calibre of the entries progresses more and more each year. We are so pleased to recognize the businessmen and women whose drive and determination makes such a difference.”

ETA International 2017 is to host a compulsory CPD seminar for SQPs entitled The Code of Practice – Keeping Yourself Compliant, which will be presented by AMTRA secretarygeneral Stephen Dawson.

The 45-minute seminar, worth six CPD points, will take place on both January 22 and 24. It will cover key points from the SQP Code of Practice, highlight important elements in the Veterinary Medicines Regulations and touch on compliance.

As part of their wider CPD obligations, all SQPs must undertake a module on the professional and legal duties of the SQP. The seminar at BETA International is a great way for equine SQPs to achieve this.

“The trade fair is an integral part of the equestrian industry and the seminars play an essential role in our strategy to provide services that are both relevant and of great benefit to our trade visitors,” said show organiser Claire Thomas.

The seminar is free and open to all visiting SQPs, with no booking required. Those wishing to take part should bring their SQP number to register on the day.

Tendon Manager finds its feet A

n equine device developed by a Welsh technology company with support from the Welsh Government is attracting global attention from racehorse owners and trainers as it can accurately detect any strain or muscle damage in horses legs.

Cwmbran-based Byerley Technologies only launched Tendon Manager in late 2015 and it has already had enquiries from Dubai, Australia and Germany.

The technology ensures that horses are in prime condition to compete and also aids rehabilitation when recovering from an injury. The development of Tendon Manager benefited from Innovation support from the Welsh Government backed by EU funding.

Weaknesses are detected by

Steve Hudd, managing director of Byerley Technologies Ltd.

taking a thermal image of the horse. The device pinpoints damaged muscles as they have a longer cool-down rate than unharmed muscles, and will therefore be warmer. Such knowledge ensures that injured horses are not over-exercised and are allowed sufficient time to recover.

Cabinet Secretary for Economy and Infrastructure, Ken Skates said, “It’s very pleasing to see companies like Byerley Technologies making best use of the innovation funding available from the Welsh Government and that their product is attracting interest from horse racing communities around the world.

August 2016 www.ebmonthly.co.uk

Equestrian Business

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news sponsorship news HorseHage Supplying Team GBR

Dengie Backs Young Dressage Sensation Dengie has announced a sponsorship deal with young dressage sensation, Matilda Haley.

At just 15 years old, Matilda and her dressage horse Watch Me!, have been enjoying great success since they started competing together earlier this year. They caught the eye of Dengie Marketing Manager, Lisa

Wilson at the 2016 Pony Club Dengie Winter Championships, where they won the Open and Dressage to Music sections.

Matilda said, “I am completely honored to be asked to be a part of the Dengie Stable of Brand Ambassadors. We have used the products for years anyway and to be recognized and supported by them is incredible!”

HorseHage is continuing its role as official supplier of dust-free forage to Equestrian Team GBR. HorseHage bagged forage has been supplied to the British equestrian teams since 1984, offerings a healthy and dustfree alternative. It has BETA NOPS certification and is free from chemical additives, mould inhibitors, flavourings, molasses or inoculants and has a lower sugar level than hay.

Chris Tar of HorseHage said, “We are thrilled to be able to continue our support of the British Equestrian Federation and Team GBR competing in the various equestrian disciplines and wish the teams much success in the forth-coming major events this year.”

Nedz to Sponsor Equifest Championship Nedz is pleased to announce it is sponsorship at this year’s Equifest Mountain and Moorland Working Hunter Pony Championship show.

Director of Nedz, Lisa CooperTomlinson said, “I am really excited to be part of Equifest this year. We love the event and feel it has a great atmosphere for everyone to enjoy. Nedz is excited to be taking on more sponsorship opportunities with a variety of events and we look forward to seeing people out and about.”

Nedz is a leading manufacturers of top quality chopped straw bedding and is a supplier to the likes of Geoff Billington, Mary and Emily King and Steph Croxford.

Pony Club Winter Championships Continues to Benefit from Dengie

Henson Franklyn Returns to BETA Business Awards

The Pony Club has announced the continued sponsorship of its Winter Championships Show Jumping and Dressage into 2017,

by Dengie Horse Feeds.

Lisa Wilson, Marketing Manager at Dengie commented, “We are delighted to be continuing our support of the Pony Club.

Having been the sponsor of the Winter Championships for over 20 years the “Dengies”, as they

The British Equestrian Trade Association welcomes back Henson Franklyn as sponsor of the BETA Business Awards’ Equestrian Event of the Year category.

The Equestrian Event of the Year calls for consumer participation and visitors to the country’s leading horsey events are invited to put forward favourite shows for consideration.

have now become known, are hugely important to us. Dengie is committed to educating young riders in healthy equine nutrition and the Pony Club is where it’s at!”

The category also includes nominations from members of the trade who provide feedback on an event’s provision and services for tradestand holders.

“We are delighted to be able to support BETA in its efforts to provide the industry with a focused look at some of the best aspects of the equestrian industry,” said Tim Henson, of Henson Franklyn.

Simple System Horse Feeds Relocates S

imple System Horse Feeds has moved to Risby, Bury St Edmunds in Suffolk, as part of a growing expansion. The company was based on three separate sites and will be moving all feed production and delivery operations to one central site.

A new Head Office has been built with open plan offices and large meeting rooms. While two new Marketing Executives have been recruited to provide additional support for customers and retailers. Tim Warren, Managing Director of Simple System Horse

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Equestrian August 2016 Business www.ebmonthly.co.uk

Feeds, said, “This is a long awaited integration of all the elements of our business. We sincerely believe that the synergy this will create will be of benefit to both staff and customers.” Established in 1996, Simple System offers a range of equine feeds that have been developed to meet the special needs of the horse’s unique digestive system and are registered with the Vegan Society.

The entire Simple System range is free from cereals and their by-products, pulses, molasses, preservatives and additives.

Antibacterial wound, sweet-itch & sun protection for your horse

Animal first aid made easy

Available at Veterinary clinics, Vet/Pet Pharmacies and Equine/Animal Supply stores

www.aniwell-uk.com

Connecting your brands directly to customers Let’s Talk Horses is an informative, trend-setting and up-to-the-minute equestrian website, packed full of interesting editorials and the latest news from the horse world.

The site is dedicated to connecting manufacturers and retailers directly to yards and consumers.

www.letstalkhorses.co.uk August 2016 www.ebmonthly.co.uk

Equestrian Business

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news appointments David joins existing Alan Paine Brand Ambassadors British Ladies Clay Shooting Professional Abbey Ling and Welsh rugby legend Ceri Sweeney.

Having written seven children’s books, David decided to pursue his love of fieldsports and is now a contributor for a number of leading shooting titles and national countryside magazines.

New Face for East of England BEDMAX Shavings has announced the appointment of Katherine Forrest as National Sales Manager for the East of England.

Katherine joins the team from Denne Country Stores where her role involved the sale of equestrian goods and brand ambassador for Royal Canin.

Tim Smalley, Managing Director at BEDMAX said, “With Katherine’s background in sales, and passion for equestrianism, she will, without a doubt, be a welcome addition to the sales team. Her enthusiasm and knowledge of the health and performance of horses will be a great asset and she will work closely with our existing network of loyal customers, retailers and yards.”

Katie

Rosey Stephanie

Global heritage brand Alan Paine is delighted to announce the appointment of fieldsports photojournalist David Egan as a Brand Ambassador for its country wear collection.

David has been a fan of Alan Paine country wear for many years and is “delighted to represent a brand steeped in history and rich heritage.”

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Simple System Horse Feeds has announced the addition of two marketing executives to its growing team.

Stacey Riley will be combining her digital marketing knowledge with her passion for horses, managing retailer and distributor relationships, company events and PR, sponsorship and email marketing as well as assisting with the running of the company website and social media.

Rosey Groombridge, a graduate of BSc Psychology and Sport Science, joins Simple System from equine supplement company Maxavita. Rosey will manage all design and company publications, accreditation and standard regulations, as well as the company website and social media.

New Agricultural Enterprise Hub Opens

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Stacey

Two Marketing Executives for Simple System Horse Feeds

New Brand Ambassador for Alan Paine

Dan

arm491, a high-tech, enterprise hub at the Royal Agricultural University (RAU) promoting agritech innovation has launched, with access to its office space now available.

Developed as a co-working environment for innovators to grow their businesses by applying technology to agriculture, the Farm491 business will be providing high-spec facilities to foster entrepreneurship, ideas generation and collaboration.

Farm491 is an exciting opportunity for agritech start-ups, individuals, farmers, scientists and innovators who may be looking for a space, technical support and access to technology to test an innovation – whilst others may simply like to network and share thoughts amongst industry peers to get an idea off the ground.

BVA Competition Winners Announced New Additions for Battles Battles is delighted to announce three new members have joined its team.

Dan McCann will be taking up the reins as Financial Analyst & Management Accountant after working at Lincoln College as the senior accountant and system analyst.

Katie Turner joins the marketing team as Procurement Assistant.

She has been involved with horses since she was seven years old, and has gained vast industry experience whilst working at Hartpury College’s rehabilitation centre, as well as studying for a BSc (Hons) Equine Science.

Stephanie Henderson is the new Digital Executive, bringing with her knowledge from studying BA (Hons) Sport and Business Management.

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ets Karen Coumbe and Stephen Powles have wowed the panel of judges, standing out from over 400 entries to snap up the top prizes in the British Veterinary Association’s (BVA) inaugural photography competition.

An equine vet with more than 30 years’ experience and currently working at Bell Equine Veterinary Clinic in Maidstone, Karen’s photo of a laminitis operation won the ‘You and your work’ category. A photo of a bat in flight took the crown in the ‘Wonderful world of animals’ category for Stephen, a companion animal vet from Park Hill Veterinary Clinic in Tiverton.

Karen and Stephen both receive £250 worth of photography vouchers, and the winning photographs will be printed in the September issue of BVA News. There will also be an exclusive exhibition on show at BVA’s Members’ Day in Bristol this September.

news

Myths endangering horses says KBHH V

icki Farr BVetMed MRCVS, equine veterinary advisor for Keeping Britain’s Horses Healthy (KBHH), has expressed her worry about myths surrounding equine influenza.

“It can be easy to overlook the importance of equine influenza as a disease, as outbreaks are relatively uncommon, but it is a myth that a horse only needs to be vaccinated against the disease if they are out competing,” she said.

As equine flu can move quickly through a yard, a horse doesn’t need to have left home to be at risk and Vicki urges the promotion of vaccinating.

“Vaccination is the main tool for

preventing influenza and it is another myth that one horse’s vaccination status does not make a difference to another.

Although influenza is endemic in the UK, it’s estimated that less than 50% of the equine population is vaccinated against equine influenza. All horse owners should be encouraged to both protect their own horses through vaccination and to play their part in halting infectious diseases in the wider equine community.”

Keeping horses safe from infection with new app H

orse trainers, owners and breeders now have reliable advice on equine disease control at their fingertips thanks to a new, free App launched by the Horserace Betting Levy Board (HBLB).

EquiBioSafe covers all the key elements of contagious disease prevention and has been designed by vets with support from HBLB, to ensure it provides reliable advice on equine disease control.

EquiBioSafe is a portable, userfriendly and interactive synopsis of both the HBLB Disease Control Codes of Practice for Breeders

and the National Trainers Federation (NTF) Codes of Practice for racehorse trainers.

The essential disease information and advice is highly accessible and is relevant to the owners and keepers of any kind of horse or pony.

The comprehensive biosecurity section covers all the important contagious diseases. It explains how to minimise contagious disease risk with practical advice on management of horses, staff, visitors and the environment and checklists for dealing with sick horses.

The app is available now from iTunes and an android version will be available shortly.

LotusRomeo launch in the UK

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uropean riding brand LotusRomeo is set to launch its premium range of technical, style led competition and casual clothing into the UK for Spring 2017.

LotusRomeo first appeared on the British scene in 2014 when making show jackets for Carl Hester, Natasha Baker and Lee Pearson.

Unlike many other European competition brands LotusRomeo

will be offering retailers the opportunity to order on a monthly basis to enable them to keep down their stock levels. Semi bespoke jackets will also enable retailers to order special items for customers.

The full collection will be available to UK retailers for delivery in Spring 2017 and retailers are encouraged to visit their trade stand at Spoga in September to view the whole collection.

Society of Master Saddlers’ Launches New Website T

he Society of Master Saddlers has launched a new website packed with easy to navigate information.

With a modern and fresh design, the platform includes a host of useful advice for both members, potential new members, horse riders, owners and supporters of the equestrian community.

SMS Chief Executive, Hazel Morley said, “We felt it would be fitting as part of our 50th Anniversary year to develop and launch a new website that projected both our history and heritage but forward thinking approach and years of experience.”

The website includes areas for membership, training, craft,

saddle fitting and news, as well as a search facility enabling visitors to find their nearest Member and Qualified Saddle Fitter.

The Society of Master Saddlers new website showcases the depth of knowledge available to members and through eyecatching imagery brings to life the many aspects of the saddlery world.

Log on to www.mastersaddlers. co.uk for the latest news from the society and to have a look around the new website.

Dog Rocks Distribution accept Queen’s Award D

og Rocks Distribution Ltd was awarded the Queen’s Award for Enterprise in International Trade, presented by the Lord Lieutenant of Berkshire and Her Majesty The Queen at Buckingham Palace.

The company, a previous regional winner of the Young Entrepreneur of the Year award, has grown rapidly in the field of International Trade.

Now carrying 20 product lines, led by Dog Rocks, lines include the award winning Torus Bowl,

Pet Remedy, PetproBio and the Non Tip Feeder.

The Queen’s Award received for International Trade is in recognition of achieving increased year on year export figures, product innovation, sustainability and bringing to international markets unique and where possible natural solutions for pet parents.

Dog Rocks is the company’s leading product and the one that launched it into the pet market.

August 2016 www.ebmonthly.co.uk

Equestrian Business

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10 Equestrian August 2016 Business www.ebmonthly.co.uk

launch it

New Feed for Low Starch Diets Baileys have announced the launch of their new low starch blend, Ease & Excel. With no cereal flakes, Ease & Excel has a minimal starch content (8%) and is ideal for stressy, excitable types as well as those with clinical requirements for a low starch diet. In addition, it is specially formulated to provide optimum nutrition at lower feeding rates, than other Baileys performance feeds, making it ideal for horses with limited appetites.

High Fibre, High Oil

Containing an elevated fibre content (18%), Ease & Excel has a high proportion of superfibres, supplied by soya hulls, beet pulp and alfalfa, and these are more digestible than “traditional” fibre (cellulose), yielding greater amounts of slow release energy.

Outshine high oil supplement is also included to supply further slow release calories, while quality protein provides the necessary amino acids to build and repair muscle and support healthy tendons and ligaments.

Pectin

Soya hulls and beet pulp contain high levels of the soluble fibre, pectin, which, in acidic conditions like those in the stomach, alters its structure to one that is similar to mucus and has been shown to bind to, and thicken, the stomach mucosa thereby protecting it from acid attack.

Alfalfa chaff not only increases fibre levels but also brings the advantage of alfalfa’s natural acid-buffering properties.

Gut Support

With a bespoke In-Feed Formula, from Protexin, containing natural antacids, to buffer excess acid, and ingredients, like beta-glucans and gum arabic, to support a healthy gastric and digestive environment and the integrity of the gut lining. Its pre and probiotics support a healthy gut microflora, encouraging digestive efficiency and stimulating fibre

digestion, of particular importance for horses whose forage intake may become limited.

Healthy Muscle Function

Stress and high starch diets are recognised risk factors for working and performance horses who experience exerciseassociated muscle disorders.

Controlling starch intake is known to help in the support of healthy muscle function so feeding Ease & Excel, alongside forage, will help provide a diet which is overall much lower in starch than when feeding a “traditional” competition feed.

Ease & Excel’s high levels of antioxidants, in the form of vitamins C and E and Sel-Plex organic selenium, help neutralise free radicals, which are produced by the muscles during metabolism.

Performance levels of vitamins and minerals include key minerals, like calcium and magnesium, which are involved in neuro transmission and important for correct muscle function. Ease & Excel is fully balanced and with Bioplex minerals, which are more easily absorbed and utilised by the horse’s body, so there is no need to add a balancer unless less than recommended quantities are fed.

“This year’s Barbury CIC 3* star winner, Chris Burton, has trialled Ease & Excel extensively and now feeds it to most of his horses.”

Suitable for Horses Prone to Gastric Ulcers

Ease & Excel is one of the first feeds to be recognised by BETA’s new Feed Approval Mark for feeds suitable for horses prone to Equine Gastric Ulcer Syndrome (EGUS). This means that its starch and sugar content are low enough that, when fed according to recommendations, the horse will receive less than 1g/100kg of bodyweight in starch and sugar per meal and less than 2g/100kg of bodyweight of starch and sugar per day. Minimising the starch content, both per meal and in the diet overall, helps maintain a healthy gastric pH and reduce the risk of ulceration.

Prone to Laminitis

Controlling starch and sugar intake is important for those prone to laminitis, including those with PPID (Cushing’s Disease), which can make it hard when needing to feed sufficient calories to promote weight

gain. Ease & Excel supplies high levels of “non-starch” calories, from fibre and oil, so is ideal for promoting weight gain in those who need to avoid cereals.

The medication given for PPID can often affect a horse’s appetite. Ease & Excel’s reduced feeding rates and excellent palatability help ensure that a balanced diet, supplying conditioning calories, can be delivered in small feeding volumes and manageable meals. weight maintenance by avoiding cereals and instead supplying high levels of “nonstarch” calories, from fibre and oil, so is ideal for promoting weight gain in those who need to avoid cereals.

The medication given for PPID can often affect a horse’s appetite. However, Ease & Excel’s reduced feeding rates and excellent palatability help ensure that a balanced diet, supplying conditioning calories, can be delivered in small feeding volumes and manageable meals.

For more information call: 01371 850247 or email sales@baileyshorsefeeds.co.uk or visit www.easeandexcel.co.uk August 2016 www.ebmonthly.co.uk

Equestrian 11 Business

launch it

New Range of Natural Shampoos The WildWash brand, renowned for natural and healing pet shampoos and cosmetics, has spent the last two years creating an amazing range of four horse shampoos.

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hese shampoos showcase the most innovative and groundbreaking natural ingredients, which will set new standards for horse care products.

Already receiving daily testimonials from clients, the shampoos are reported to have astonishing results for animals with coat and skin problems.

Being made from natural and sulphate free ingredients, the shampoos have a very low lather making them quick to rinse from the coat and a fast drying time.

The base ingredients are Yarrow,

12 Equestrian August 2016 Business www.ebmonthly.co.uk

Angelica Leaf, Calendula and Nettle due to their natural benefits. Yarrow is a superior remedy for cuts and wounds, due to its antiseptic properties, and Calendula has anti-inflammatory and weak antimicrobial activity.

Enriched in Vitamin E, Angelica Root has been used for hair loss treatment and Nettle leaves have anti-inflammatory properties, historically used for treating skin burns and reducing scars.

Other ingredients used throughout the range are Organic Aloe Vera, Neem, Sea Kelp and Evening Primrose Oil.

Find out more at www.wildwash.co.uk

product watch launch it Equipel An innovative new range of rain proofing products has been designed to protect horse riders’ clothing and tack from the elements. When applied to fabrics and leathers, the unique Equipel formula uses super-hydrophobic nanotechnology to provide water proofing for up to 24hours, and unlike some waxy based products, simply washes out after use.

Equipel provides an easy, cost effective alternative to buying specialist waterproof clothing, and prevents valuable suede and leather saddlery items from becoming damaged, watermarked or soaked through.

Equipel will be hitting the shelves from October.

JFC Dumpy – Tip-over Drinker JFC Dumpy – Tip-over Drinker won a certificate of commendation at the Royal Highland Show. The all-new 3.5 litre rotating drink bowl allows users to empty the bowl by pressing a button.

Using the weight of the contents, it swings 180 degrees and dumps the contents of the drinker on the ground, swinging back into position within the same movement. This improves animal welfare by providing cleaner drinking water. This is the only drinker on the market that makes this job simple, effective and easy!

The Super Concentrated ULSA-COOL Balancer has been specifically formulated by Blue Chip to assist with maintenance of acid balance in the gut. The 100% natural, whole-cereal, molasses free formula contains AcidBal, an acid buffering agent that can help the natural pH balance of the gut by slowly releasing calcium, magnesium and silicon, over a prolonged period. Also included is mint and Beta-Glucans, natural polysaccharides that support the immune response and coat the lining of the stomach with a protective barrier. Like all the Blue Chip Super Concentrated Balancers, ULSA-COOL contains specifically tailored levels of all the vitamins, minerals and nutrients, as well as Nucleotides, which are integral in immune support and maintaining a healthy digestive system.

www.jfcagri.com

www.facebook.com/equipeluk

Air Waistcoat From the Equisafety range comes this extremely practical garment with rear signage warning drivers that the rider has a camera in situ. This fluorescent, reflective and stylish waistcoat has been cut beautifully to ergonomically fit the body making it very comfortable to wear. Fastened by a strong front zip and, by utilising the touch & close fastening side straps, it can be fully adjusted enabling it to be worn throughout the seasons over different thicknesses of clothing.

www.equisafety.com

ULSA-COOL Balancer

www.bluechipfeed.com

Oval Dog Bed The Back on Track Oval Dog Bed is a comfortable bed to take anywhere.

Made from Welltex fabric with infra-red technology, the Oval Dog Bed will help support circulation and wellbeing. It features a non-slip underside, perfect for at home, in the car, or at the yard.

All Back on Track products are made of revolutionary Welltex fabric, which is infused with ceramic particles. These ceramic particles cause long wave infra-red heat to radiate back towards the body. The body responds positively to the infra-red wave, increasing circulation, which can relieve joint tension, maximise performance and help avoid injury.

www.backontrack.com August 2016 www.ebmonthly.co.uk

Equestrian 13 Business

T 01462 790886 E equine@lintbells.com

Revive

ACTIVE JOINT PATCH Revolutionary, fast-acting joint patch ADVANCED SOFT TISSUE AND JOINT SUPPORT

A great tasting powdered feed supplement that easily dissolves in water.

-----Helps to maintain and replenish the essential minerals & salts lost through sweat.

-----Dilute 2oz in 4 litres of water.

-----From the makers of NoBute

AIDS THE BODY’S OWN ANTIINFLAMMATORY PROCESS MAINTAINS LIMB HEALTH FOR OPTIMAL FUNCTION

Ideal for competition, training and every day knocks, strains and joint stiffness.

www.lintbellsequine.com 14 Equestrian August 2016 Business www.ebmonthly.co.uk

TO GETS IN 30 K WOR UTES! MIN

www.animal-health.co.uk Tel: 01787 476400

Equine Supplements

xxxx

Horses in strenuous work that regularly compete may benefit from the addition of a performance supplement to their diet, and with so many on the market, knowing electrolytes from amino acids is essential.

It can be tricky to recommend the right supplement for a horse

Performance Supplements W

ith limited turnout on monoculture grazing, performance horses are most prone to lacking certain elements in their diet and so owners often turn to supplements, not necessarily for a specific issue, but to enable their horse to work to its maximum potential.

The three main areas of consideration for supplements tailored to competition horses are joints, hooves and electrolytes.

Maintaining healthy joints and hooves helps to preserve ability in the long term, supporting tissue repair and general wellbeing, whereas electrolytes are more specialist additions, provided to help maintain hydration and aid recovery during and after exercise.

Key ingredients

Joint health and mobility products usually contain Glucosamine

Hydrochloride (HCL), Chondroitin and Methylsulphonylmethane (MSM), all considered particularly effective and are widely available.

Glucosamine (HCL) is a naturally occurring amino sugar molecule that is essential in the production of cartilage, joint fluid, tendons and ligaments, as it provides its strength, structure and shock absorbing benefits. Chondroitin is a natural source of essential amino acids that the body uses for cartilage synthesis as well as to inhibit the enzymes that destroy cartilage molecules.

MSM is a natural form of bio available sulphur essential for the health and elasticity of tendons, ligaments, and muscles.

Some joint supplements offer a combination of two or more, but understanding the main ingredients to look out for will make it easier when choosing

new stock.

Hoof supplements usually revolve around Biotin, a B vitamin that is well known to be important to help maintain healthy hoof growth. Horses are incapable of synthesizing biotin, so it must be obtained through the diet or via the absorption of biotin. Biotin has a key role in metabolism and to maintain healthy hooves, skin and coat. Supplementation with biotin at a feeding rate of 15mg per day is thought to be sufficient to maintain healthy skin and coat, with higher feeding rates being beneficial to aid the maintenance of healthy hoof growth.

Electrolytes are minerals dissolved in the blood and tissues of the body and are one of the most abundant

compounds present in the body after water. Each carries a positive or negative charge and can bind with another ion to make a ‘salt’. The main trace elements are Sodium, Chloride, Potassium, Magnesium and Calcium. They help to preserve the correct balance of fluids in the body’s cells and are involved in muscle function and the processing of wastes.

August 2016 www.ebmonthly.co.uk

Equestrian 15 Business

Equine Supplements Competition Guidelines

Familiarise yourself with competition guidelines, especially when recommending products for those competing in affiliated and major competitions. Most regulatory lists are based on or mirror the FEI Equine Prohibited Substances List, which is freely available online and is reviewed annually.

The Regulations are divided into two sections, with the approach to Banned Substances (doping) stricter than the previous rules. It covers all substances deemed by the FEI to have no legitimate use in the competition horse or have a high potential for abuse, such as Amphetamine, Phenibut and Harpagoside (more commonly known as Devil’s Claw). The rules governing Controlled Medication Substances are more flexible to compensate for the realities of competition and are considered to have therapeutic value or be commonly used in equine medicine.

While it is commendable to understand the full FEI Prohibited Substance List and very helpful to mark supplements containing unsuitable ingredients, if you are in any doubt, always refer the consumer directly to the FEI website where they can check ingredients for themselves.

Branching Out

The number of supplements on the market is impressive yet daunting, particularly for new sellers. However, many companies offer advice lines over telephone and email, which can be indispensible for directing attention to popular products and ranges, as well as explaining products fully before stocking. Offering supplements manufactured by feed companies already

16 Equestrian August 2016 Business www.ebmonthly.co.uk

popular within your client base can be a good way to start, as can featuring products that are affiliated with or endorsed by well renowned riders.

Performance supplements are available to target a range of variables, such as blood sugar levels (maintained usually through glucose supplements), recovery time, energy levels, metabolism, muscle structure and fatigue. With so much choice, stocking decisions ought to be based on company reputation, quality of sourced ingredients and current user testimonials – while packaging may draw in customer attention, they will lose all buying interest if the product has no proven results.

“The three main areas of consideration for supplements tailored to competition horses are joints, hooves and electrolytes” Muscle supplements rich in amino acids may prove an especially popular addition to stock lines. These support muscle repair and recovery after exercise as well as promote muscle strength, power and stamina – all necessities for a good competition horse. As will coat conditioning formulas that contain high levels of omega oils and high quality vitamins.

Having stock that covers behavioural supplements is also important as the effects of stress over long periods of time can aggravate problems such as gastric ulceration, loss of condition, poor recovery as

Do all supplements do what ‘it says on the tin’?

well as reduced performance in competition horses. Calmers can be offered in two forms, continued and rapid. Continued calmers, generally in powder form, are used daily to lessen anxious behaviour throughout the horse’s normal routine, useful for horses prone to developing vices or those with poor ground manners. Rapid calmers on the other hand, are used for specific stressful activities, such as before a competition, vet appointment or during travel, taking the edge off any over-exuberant behaviour.

Each has individual benefits and should be chosen to suit the horse’s temperament and previous reactions to stressful situations.

Performance supplements are designed to aid the horse’s body to work as efficiently as possible under competition conditions, as well as enable a faster recovery process. Carrying supplements in a selection of formats such as oils, liquids, powders and granules, will ensure there is something for even fussy eaters.

High quality ingredients and reliable results are a must for performance supplements, so taking time discussing product

ranges with advice lines will often give you a better understanding of the stock necessary to satisfy the competition horse market.

To fully benefit from stocking performance supplements, it is vital to research the demand for such items in your area. Asking current clients which products they would find particularly useful is a good way to guarantee sales, as long as you can match or better the price they currently pay.

Online shopping will always be a threat for in-store retailers, but keeping shelves stocked and maintaining reasonable prices - that take into consideration online costs - will maximise convenience and clients are more likely to buy direct in-store.

Seasonal sales As many disciplines are organised around specific seasons, it is worth noting sales in certain products may fluxuate at regular times each year and so stock levels should take this into account.

Fill in your horse’s vitamin and mineral blanks in his diet

RE D C E LL 24 Best on the mvitamin/miner al arket (3 ,4)

For our complete range see our website www.lesliesutcliffe.com LS Sales (Farnam) Ltd. Bloxham Mill, Oxon, England, OX15 4FF T: +44 (0) 1608 683855 E: orders@lesliesutcliffe.com August 2016 www.ebmonthly.co.uk

Equestrian 17 Business

Equine Supplements

Pick of the products Performance Vitamins and Minerals Dodson & Horrell Performance Vitamins and Minerals is a complete pelleted vitamin and mineral ‘top-up’ specifically designed for competition and breeding horses and ponies. It has added rapeseed oil for essential fatty acids, electrolytes to promote recovery and rehydration and contains Dodson & Horrell’s patented Quality Life Care (QLC) antioxidant package.

dodsonandhorrell.com

YUMOVE Horse ACTIVE JOINT PATCH

Revitalyte Electro Salts

YUMOVE Horse ACTIVE JOINT PATCH is a NEW easy to use, fast acting topical patch containing VitaEase Green Lipped Mussel oil, Hyaluronic Acid and Menthol that provides a cooling and soothing action when applied over joints, ligaments, tendons or areas where extra support is needed. The patch provides owners with a simple, safe and rapid approach to management of daily knocks, strains and joint stiffness that occur in both competition horses and leisure horses alike. It is said to get to work in 30 minutes.

Equimins’ Revitalyte Electro Salts make an important addition to the diet of horses that undertake strenuous exercise, to help replace important electrolyte salts. The powdered supplement contains a balanced formulation of body salts and minerals to replenish depleted levels. Revitalyte Electro Salts make it easy to add electrolytes to the horse’s diet, whether this is through dissolving the electrolytes in water or adding them to feed.

www.equimins.com

www.lintbellsequine.com

Red Cell Liquid

Performance Joint Supplement ReadySupp’s dynamic joint support helps promote healthy joint function with high quality, high levels of glucosamine HCI and hyaluronic acid.

The comprehensive supplement provides a unique combination of joint nutrients, nutraceuticals and powerful herbs including boswellia, greenlipped mussel extract and rosehip. Performance Joint Supplement is suitable for older horses, those suffering from stiffness, horses recovering from injury, and performance horses under the stress of strenuous work.

www.readysupp.com 18 Equestrian August 2016 Business www.ebmonthly.co.uk

Made by Farnam USA, Red Cell Liquid is still a market leader in energy and well being for horses and dogs for over 65 years. When only the best will do, Red Cell, in the purple bottle, combines all the vitamins and minerals which help to keep a horse healthy and fill in the gaps if he is missing anything in his diet.

The purple bottle, is easily recognised by customers, the results are recognised by the horse and the profits recognised by your business.

www.lesliesutcliffe.com

business matters

Questionable Politics Slick presentations. Spin. Propaganda. Manipulation.

Dishonesty. Downright lies. Malpractice. Fraud.

PR exercises promoted as ‘Policy’.

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.

Members of Parliament are not allowed to call one another liars in the House of Commons. ‘Unparliamentary language’ includes ‘hypocrite’, ‘swine’ and ‘rat’ and ‘tart’ – and many other words – are also on the banned list. Is this not archaic and unrealistic when the ability to lie while looking someone in the eye is almost an imperative in today’s politics – internationally and nationally?

Every time a vote is taken in the House, aren’t some members obliged to be ‘hypocritical’ in order to support their Party?

Cabinet collective responsibility is interesting: making a moral judgement by not supporting every decision made by the Cabinet might result in the sack.

Disraeli had a wonderfully provocative – and political – answer when asked to withdraw an allegation suggesting half the cabinet were knaves; he asserted that half the cabinet were not knaves! Winston Churchill, that great orator and man of letters, found a colourful way around the ‘lie’ problem; he substituted ‘terminological inexactitude’.

The Government is accountable to Parliament but for many years that accountability has been diminishing, disregarded, relegated and ignored. When a Minister or Member is ‘found out’, that is, proved to be lying, the implementation of

disciplinary processes is rare.

Can the electorate have belief in manifesto promises? ‘We will balance the books by 2015.’

‘We will deport more foreign criminals.’ Check the latest statistics. Check the promises made by previous governments.

Pre Referendum manoeuvring (using ‘terminological inexactitudes’) was unregulated on both sides of Remain/Leave.

‘Lies, damn lies and statistics’ is a phrase well know – and we grin wryly but the implications are horribly real. Is it any wonder this resulted in total confusion?

Is it any wonder that a lot of votes related to ‘objections’?

Is it a surprise that the result wasn’t the one we all expected – no matter whether we voted REMAIN or LEAVE? Professional courses have been developed that supposedly alert us to lying: loss of eye contact, fiddling with hair and face, fidgeting generally, a rise in the voice when the lie is being uttered! Well if we believe that someone who is lying breaks

eye contact we’ll believe anything! And so with the other indications. And anyway, in these days of personal coaching, so many people aren’t quite what they seem!

Learned behaviour, conditioning, practised performance - they rule.

We need an entire new lexicon containing all the words that have evolved to mean the exact opposite of their original dictionary definition.

Transparent has evolved to mean something that is hidden at all costs. Robust is often identified by bullying.

Sustainability or sustainable rarely live up to genuine scrutiny.

Seamless tends to mean identifiable – unwanted and unnecessary - gaps!

Once upon a time the House of Commons was perceived as a largely honest place and MPs were respected. Some still are – but the numbers are reducing.

The committee on standards introduced a code of ethics as a guidance to ministers in 1995. Theoretically it could be adopted in any area of public or general business life. It is simple because it is based on principles we all understand: selflessness, integrity, objectivity, accountability, openness, honesty and leadership.

Where has it all gone wrong?

We can hardly blame the EU for the current state of affairs!

Of course, it isn’t just in Britain where standards have slipped – it is an international problem.

Nor is every single area of public and business life implicated. I believe the equestrian industry can hold its head pretty high!

August 2016 www.ebmonthly.co.uk

Equestrian 19 Business

CHOOSING YOUR WHOLESALER IS CHILD’S PLAY

1234-5678-9012-34

THE AGRICULTURAL, EQUINE AND PET WHOLESALER

VISIT US AT WWW.TRILANCO.COM 20 Equestrian August 2016 Business www.ebmonthly.co.uk

Wholesale Guide

456-7890

Equestrian

wholesale

Maintaining a good relationship with your wholesaler is vital for providing the best range of stock and optimum service. This issue, we profile some of the major equestrian wholesalers in the UK to help you choose who to do business with.

R

etailers who have been in business for some time will remember with clarity the days when they ordered virtually everything from one or two wholesalers. Things have changed – and they continue to evolve – but one thing remains constant. A really good wholesaler is one of the retailer’s best friends!

Let us look at what a wholesaler does. In its simplest form, a wholesaler is a distributor who buys goods direct from manufacturers or other suppliers and sells them to retailers or other organisations. Thus

the services offered by the wholesaler benefit two parties.

Firstly, they afford an effective way for manufacturers to reach buyers, that is - retailers, business and organisation buyers. Most wholesalers do a

the market’ – and it is the reps who are often the first port of call when a problem arises.

Wholesalers buy in substantial quantities and this enables them to offer small to medium and even large retailers and

“wholesalers enable retailers to buy a wide range of products from one source” fair amount of promotional work such as providing retailers with information and advice about new products. They employ reps who visit customers to keep them up-to-date with ‘new on

other clients (buyers for large organisations, for example) goods at favourable terms and prices. The wholesaler has warehouse facilities for storing merchandise purchased from

manufacturers and from which goods are distributed to their clients via the wholesaler’s transport. The wholesaler almost always takes the risk of providing retailers with credit. The risks involved in this operation have risen in recent years in line with changes and uncertainties in the retail trade – thus making the wholesaler’s role even more important to manufacturers.

Secondly, wholesalers enable retailers to buy a wide range of products from one source.

This is especially helpful to the smaller retailer whose buying power is relatively limited. It also

August 2016 www.ebmonthly.co.uk

Equestrian 21 Business

wholesale guide

“Wholesalers need their clients to do well; if the retailer doesn’t survive, neither will the wholesaler!” helps to reduce the time spent on admin related operations.

The fact that wholesalers help retailers to keep up-to-date with new products is enormously helpful - especially to those in the ‘smaller’ business sectors because it eliminates the need to travel in order to stay up-to-theminute.

The multiples and large retailers order substantial quantities and this enables them to buy at particularly good prices.

Generally, but not always, they buy direct from manufacturers and then distribute within their organisation. They distribute but they are not wholesalers.

Occasionally a group of retailers forms a partnership in order to purchase a variety of goods at preferential prices. This can work well but transport/ distribution can be obstacles.

The distribution channels have been affected, some would say undermined, by the fact that a small number of manufactures are prepared to sell direct to the end-user, in this case, generally the horse-owner, thus cutting out the wholesaler and the retailer. This has the possibility of destabilising a structure that operates very well to the advantage of all parties.

Wholesalers need their clients to do well; if the retailer doesn’t survive, neither will the wholesaler!

Thus some wholesalers offer retailers ranges of management support which can be especially helpful to the small shop keeper with a limited number of staff.

Some wholesalers help with promotional materials; largely dependent on the merchandise/ manufacturer involved, the

service may carry a fee or it may be free.

Point-of-sale promotions have been proven effective in relation to impulse buying – especially when they involve nationally advertised brands. The material is generally produced by the manufacture but it is usually the wholesaler who provides the retailer with the information about availability and who also often offers advice about its use.

Wholesalers may have an advertising agreement with specific manufacturers which can directly or indirectly benefit retailers. This varies from manufacturer to manufacturer; it may be a general budget, it may relate to promotion of new products, it may be seasonally related or it may be developed to coincide with major equestrian competitions.

Stock control is basic to successful retailing but it is also time-consuming. Some wholesalers help to set up a system that assists the retailer to maintain the right levels of stock relating to the season and other variables that directly influence sales.

The wholesaler is in a good position to evaluate what is going on in the wider market and how things are changing – and this makes him a good source of information.

Some wholesalers offer specific help and advice to start-ups.

They are aware that today’s start-up may grow to be tomorrow’s big business!

The good wholesaler must be reliable and trustworthy and offer services, terms, conditions and credit facilities that suit the individual retailer’s needs.

Some wholesalers help to set up a system that assists the retailer to maintain the right levels of stock relating to the season.

22 Equestrian August 2016 Business www.ebmonthly.co.uk

Driving Endurance Racing Trot & pacing MontĂŠ Visit Zilco at Spoga Hall 11.2 Stand K020

Over 50 years experience in the design and manufacture of specialist synthetic tack.

Zilco Europe Ltd. Tel: 00 44 1844 338623 Info: sales@zilcoeurope.com

Available from retailers throughout Europe.

August 2016 www.ebmonthly.co.uk

Equestrian 23 Business

24 Equestrian August 2016 Business www.ebmonthly.co.uk

wholesale guide

Abbey England Ltd

Agrihealth

Brands:

Abbey England, Stubbs, Fiebing, Equus

Minimum order value:

£15

Carriage charges:

Carriage charges:

30 days

Delivery options:

Post, Carrier, Collection from Knutsford or Walsall warehouses

Secure online trade ordering?

Yes

Abbey England produces a comprehensive range of British-made bits and workshop materials, offering the finest array of metalwork, leather, thread and webbings, helping to promote British-made saddles, bridles, harnesses and dog leads, amongst other items. Metalwork, such as buckles and locks from the Abbey Foundry can now also be found adorning high-end fashion accessories such as handbags, briefcases and belts, in addition to equestrian goods.

Liveryman, Fenceman, Leovet

Minimum order value:

£4.50 - £10 basic, large / hazardous goods to be quoted.

Terms of payment: Delivery options:

Brands:

None Free

Terms of payment:

30 days 48 hour delivery service

Secure online trade ordering?

Yes

Agrihealth Animal Health is a wholesale provider of animal health and equipment products. Currently one of the largest animal equipment wholesalers in the UK and Ireland the company offers a unique next day delivery service throughout England, Scotland, Wales and the whole island of Ireland.

Stocking quality products that are competitively priced and promptly delivered, Agrihealth also offers expert technical and customer service that is delivered through a highly experienced sales force.

Founded in 1982, family business, Abbey England, prides itself on keeping British manufacturing alive for the equestrian, automotive, refrigeration, textile and fashion industries, amongst others.

Tel: 44 (0)1565 650343 Email: : info@abbeyengland.com Web: www.abbeyengland.com

Tel: +44 (0)2838 314570 Email: info@agrihealth.co.uk Web: www.agrihealth.co.uk

Barker Wholesale

Cox & Ritchey

Brands:

IV horse

Minimum order value: Carriage charges:

N/A under £250 flat rate of £6.50

Terms of payment: Delivery options: Secure online trade ordering?

30 days Next Day Delivery Yes

Barker Wholesale, part of the Arthur Cottam Group, is a family run business with over 90 years in the equestrian and pet industry. The company has been manufacturing and distributing Horseshoes and hoof care product since its humble beginning in the 1920’s. The company has become the exclusive trade distributor for IVHorse, a windowbox company since 2016. The new but experienced division of Arthur Cottam is about making sure customers have the best product on the market and offering an exceptional customer service, ensuring a streamlined, hassle free process, because like you they know that time is precious to a small business. With that in mind, when you become a customer of Barker you will be able to log on to their new online ordering system, which has been designed to be simple but still allows you to order what you need at any time of the day or night to suit you and your business.

Tel: +44 (0)1246 453672 Email: sales@barkerwholesale.co.uk Web: www.barkerwholesale.co.uk

Brands:

Heiniger, Oster, Andis

Minimum order value:

None

Carriage charges:

Terms of payment:

Free on orders over £150. £6.00 on orders under £150 Account, 30 days after the end of the month

Delivery options:

Royal Mail or carrier

Secure online trade ordering?

No

Cox and Ritchey are part of the Allflex UK Group Ltd. Cox are the exclusive UK distributor for Heiniger clipping and shearing equipment, supplying equine, cattle and sheep markets globally. Heiniger is renowned for high quality and has become a world leader through precision engineering and advanced blade technology.

Ritchey supply Oster and Andis products to equine, veterinary and dog grooming markets.

Cox and Ritchey have a UK network of trade customers who are supported by dedicated sales representatives and a friendly customer service team. Take a look at their websites for more information or alternatively contact them to discuss your requirements.

Tel: +44 (0)8456 008081 Email: sales@coxagri.com & sales@ritchey.co.uk Web: www.coxagri.com & www.ritchey.co.uk August 2016 www.ebmonthly.co.uk

Equestrian 25 Business

wholesale guide

Earlswood Supplies Ltd

Hucklesby Associates Ltd

Brands:

Brands: Animology, Borstiq, Buckley Bits, Champion, Compostiti, Country Pet, Equisafety, Equidivine, Equi-ping, Harpley, Horka, Keratex, Kevin Bacon, Leovet, Mooland Rider, Optimum Time, Showquest, Smart

Grooming, Toggi, USG, Waldhausen and more

Carrimore, Saddlers, Surefoot as well as a range of leading brands; Patura, Vale Brothers, KBF99, VetSet, Proviz, PelGar and many more

Minimum order value: Carriage charges:

None Free delivery over £150.00 nett (Excluding rubber matting) – UK Mainland.

Terms of payment:

Delivery options:

Proforma invoice or 30 days from invoice date on approved accounts Fast despatch – delivery usually within 1-3 days.

Minimum order value: Carriage charges:

Low first minimum order value, then none Free on orders over £100

Terms of payment: 30 days on agreed accounts, otherwise pro-forma Delivery options:

next (working) day on orders placed before 2pm

Earlswood supplies a wide range of products and is well known as the UK’s No.1 stable mat supplier. Products include stable and tack room equipment, hardware, tools, wheelbarrows and electric fencing. Earlswood is your one stop shop for your equestrian hardware needs. The company has a large stock holding to react to your requirements fast. Contact the friendly sales team now and request your free 2016/2017 catalogue.

Hucklesby Associates is a fast-growing, family-run equestrian wholesale business, established for over 28 years.

The company prides itself on customer service, going ‘above and beyond’ the call of duty to provide retailers with popular, innovative and practical equestrian products at a price that’s right. To keep their range fresh and exciting they have introduced many new products and are always looking to expand product lines through existing and new suppliers.

The new trade website has gone from strength to strength; allowing customers to keep up to date with new product lines, latest offers and clearance items, along with a secure online ordering system available day or night. Go to www.hucklesbys. com, click log in and complete the form to register, or contact the office for registration help. Paper catalogues also available by request.

Tel: +44 (0)8450 171351 Email: sales@earlswoodsupplies.com Web: www.earlswoodsupplies.com

Tel: +44 (0)1362 696309 Email: hucklesbyassociates@gmail.com or hucklesbys@aol.com Web: www.hucklesbys.com

B Jenkinson & Sons Ltd

PolyPads

Brands: Over 60, such as Charles Owen, Toggi, Champion, Stubbs, Harold Moore, SoloComb, Tubtrugs, Gold Label, Likits, Lister Clippers, NAF, Robinsons Healthcare, Horses with Attitude, ShowQuest &Elico.

Brands:

Secure online trade ordering?

Terms of payment:

Delivery options:

Yes

30 days on approved accounts, otherwise payment on dispatch Distribution throughout the UK, Ireland, Europe and the rest of the World.

PolyPads, Libbys & New Equine Wear

Minimum order value: £320 with only £50 required for future orders Carriage charges: FREE on orders over £320. £6.00 orders over £160. £8.50 order between £50-£160. Prices for Mainland UK, ask for other areas.

Terms of payment: 30 days EOM with references required or Pro-Forma basis. Only 1 order per annum required to keep account open

Yes

Delivery options: Next day delivery service to most areas for stock

items. None-stock items/colours from order to delivery 5-10 days

B.Jenkinson & Sons Ltd is one of the oldest companies serving the equestrian market in the UK. As a long established and family-run equestrian wholesalers business, their aim has always been to provide a comprehensive range of products at competitive prices. Jenkinsons, prides itself on service - be that supporting clients’ supply chain with fast despatch of orders, or giving advice on suitable products for your own customers. Thier dedicated team appreciate the requirements of individual retailers. By getting to know you and your business, you will receive the best possible service - something long standing customers have grown to expect, respect and trust. The range of stock in the warehouse allows provision of many well-known, equestrian brands as well as those more difficult to source. We are confident we have the right products allowing you to remain competitive yet profitable.

PolyPads is one of the best-known British manufacturing names in the business. Thier innovative range of equestrian saddle pads, leg protectors and pet beds are designed and manufactured exclusively in the UK, using the highest quality materials. The products not only look good but are made to last far longer than imported budget brands. Polypads was the first recognised saddle pad to give significant back protection and to do away with saddle fixings, leading the way from inception and even with the variety of look-alikes that are available today; the PolyPads Classic is still the leader.

The registered Trade Mark ‘PolyPads’ has evolved into the generic term for saddle pads, with a worldwide recognition not only for the comprehensive range of saddle pads, travel and stable protection for horses, but also pet beds.

Tel: +44 (0)1924 454681 Email: sales@jenkinsonsequestrian.co.uk Web: www.jenkinsonsequestrian.co.uk / www.elico.co.uk

Tel: +44 (0)1842 752020 Email: info@polypads.co.uk Web: www.polypads.co.uk / www.libbys-tack.com /

www.newequinewear.co.uk

Secure online trade ordering?

26 Equestrian August 2016 Business www.ebmonthly.co.uk

Roeckl are delighted to announce their new partnership with Shaws Equestrian for the distribution of Roeckl Gloves in the UK and Ireland. The new organisation will greatly beneďŹ t Retailers.

For more information, please contact: Shaws Equestrian Ltd Shaws Farm - Atlow - Nr Ashbourne - Derbyshire DE6 1NS UK August 2016 Equestrian 27 T: +44 (0)1335 370737 F: +44 (0) 843 5241578 E: info@shawsequestrian.com www.ebmonthly.co.uk Business

wholesale guide

Shaws Equestrian

Stockshop Wolseley Ltd

Brands: Pikeur, Eskadron, Freejump Stirrups, Boots & Chaps, Roeckl Gloves, Myler Bits, Döbert Whips and Leatherwork, Nico Equestrian Luggage.

Brands:

Minimum order value:

Carriage charges:

Dependent on Brand and Retailer

Minimum order value:

Carriage charges:

Dependent on Brand

Terms of payment:

Terms of payment:

Dependent on Brand

Delivery options:

Delivery options:

Dependant on Brand, normally 1-3 days

Secure online trade ordering?

Yes for some brands

Wolseley, Wolseley Essentials, Lord & Lady Muck, Horsecrocz, Border Wellies, Tough Covers No minimum Orders over £295 carriage paid 30 days Most orders placed before 2pm are delivered next day as standard

Secure online trade ordering?

Yes

Shaws Equestrian supplies some of the best equestrian brands in the world. With experienced sales agents covering the whole of the UK and Ireland; a friendly and professional customer support service is provided from the company’s Derbyshire base, where there is also a comfortable product showroom. They have grown most of the brands in their portfolio from the ground up; and manage the marketing and promotion of all their brands in the UK and Ireland so that campaigns can be targeted to reflect local needs. They advertise widely on-page and digitally, and are lucky to work with a team of professional riders from across the disciplines.

Thier focus is to build long-lasting and enjoyable business relationships with Retail Partners, whose success is their success.

Stockshop Wolseley, is proud to be able to offer customers a range of over 3,500 products including items from key brands, a high percentage order fill, next day delivery and a friendly and efficient service, not to mention informative catalogues, online ordering, point of sale marketing, open day support, product training and an in-house service department for technical assistance. The Wolseley brand of excellent clippers and trimmers has been strengthened in 2016 with the addition of ‘Wolseley Essentials’, a range of great value good quality everyday equestrian products that includes rugs, head collars and lead ropes, travel boots and grooming products.

Stockshop Wolseley also offers a range of electric fencing, pet, farming and smallholder products. Area Sales Managers are pleased to visit customers and offer help and advice.

Tel: +44 (0)1335 370737 Email: info@shawsequestrian.com Web: xwww.shawsequestrian.com

Tel: +44 (0)1392 460077 Email: sales@stockshop.co.uk Web: www.stockshop.co.uk

Trilanco

Weatherbeeta

Brands: Own brands include Z-itch, Easidri, ProStable, ProTack,

Bitz, StableLine, MacTack and new Clipperman. In addition to these, leading brands from manufacturers all over the world are available

Brands: WeatherBeeta, Dublin, Bates, Wintec, Saxon, Collegiate, Kincade, Roma, Korsteel, Kool Coat, Effax, Effol, Harold Moore, WM

Faulks, Tubtrugs, Equisafety, Champion, Edward Goddard, KBF99

Minimum order value:

Minimum order value:

None

Carriage charges: Free carriage over £385, or on specified van run

days (no minimum order). Orders below £385 incur a cost of £6.95

Carriage charges:

Contact us for details, negotiable for established stores Free on orders over £100

Terms of payment: Proforma until acceptable credit references have been received, then as per the payment date stated on invoices.

Terms of payment: Invoices to be settled before the calendar month

following that invoice

Delivery options:

Delivery options:

Call for full details.

Trilanco is leading the way in terms of equestrian wholesale.

As the UK’s leading animal health and equine products wholesaler, the company has over 12000 products in its catalogue, to ensure that businesses of all sizes can offer their customers a diverse range of products.

The company has its own fleet of vehicles that cover the whole of the UK each week, holds excellent levels of stock to ensure demand is met, produce a yearly catalogue with all lines listed at time of print, produce regular newsletters promoting offers and new products, and work is forging ahead on a new 7 million pound relocation project that will see the whole company move to a purpose built facility at the end of the year.

Tel: +44 (0)1253 888188 Email: sales@trilanco.com Web: www.trilanco.com 28 Equestrian August 2016 Business www.ebmonthly.co.uk

Yes

Weatherbeeta is a supplier of some of the world’s most iconic equestrian brands. A full support package to maximize sales including point of sale, training, promotions, extensive marketing campaigns in all major equestrian publications, stockist listings and new digital assets for e-commerce.

An annual trade catalogue, plus a showroom is available for retail partners to view product ranges. Dedicated sales representatives are supported by an efficient customer service team. The business to business website offers the benefits of online ordering, checking stock, tracking orders, obtaining documents, making payments and viewing statements at your convenience.

Tel: +44 (0)1295 226900 Email: sales@weatherbeeta.com Web: www.weatherbeeta.co.uk & www.dublinclothing.co.uk

NEW Dublin Apparel range available soon.

To become a stockist contact us on 01295 226900 or sales@weatherbeeta.com

The market leader since 1987 & proud to be m.anufactured in the UK.

Zilco Europe Ltd

The Classic PolyPad

Brands: Brands: Zilco, Tedex, WebZ, Gymkhana, Toklat Pads, Aintree, Oregon, Jodz, Tipperary Minimum order value: Carriage charges:

free for orders over £500 otherwise £12 charge applies

Terms of payment: Delivery options:

The easy-care original PolyPad is a versatile rectangular, strapless saddle pad that alleviates pressure points & adapts to the changing shape of the horse throughout the year.

£150

30 days

Available in 3 Sizes - 3 Thickness 274 Colour Choices

Direct delivery through DHL courier service

Secure online trade ordering?

No

Zilco is a leading manufacturer and wholesaler of synthetic equestrian wear. With over 50 years of experience we are specialists in providing high quality and robust products including carriage driving harness, flat racing gear, endurance bridles and racing harness.

Zilco is manufactured from the highest quality materials.

Attention to detail and meticulous construction techniques ensures that quality is consistent and reliable.

Our materials are strong and easy to maintain with designs and price ranges to suit all types of requirements.

Tel: +44 (0)1844 338623 Email: sales@zilcoeurope.com Web: www.zilcoeurope.com

RRP: £33.25 Colour Pictured: Black/Newmarket

www.polypads.co.uk

Manufacturers of a large range of synthetic tack & riding aids.

Field Headcollar

Turn horses out in confidence.

Libbys Field Headcollars allows the horse/pony to be easily captured when required but will simply pull undone if the head collar becomes caught whilst turned out.

Available in 6 Sizes & 14 Colours of Soft ‘Bridle’ Webbing RRP: From £9.95 Colour Pictured: Créme Caramel

www.libbys-tack.com

Manufacturers of boots with superior wear, characteristics & outstanding performance.

Magnet Therapy ‘Brushing Boots’ This amazing product supports & conditions the whole body in an entirely natural way.

They have a comfortable fleece lining & are ideal for light exercise, turn out or box rest.

Available in 4 Sizes RRP: £89.50 Colour Pictured: Forest Green

www.newequinewear.co.uk

August 2016 www.ebmonthly.co.uk

Equestrian 29 Business

30 Equestrian August 2016 Business www.ebmonthly.co.uk

Proud to be British having full traceability was a priority for us. Being able to easily discuss our requirements has been essential in the initial stages of the manufacturing process and our UK suppliers have offered us great advice, been flexible and always delivered on time.

Manufacturing our product here in the UK means we are helping to sustain, and possibly create, more jobs and so we are very proud to be able to offer a British made product.”

Green Credentials

Environmental factors also seem to be influencing the preference to buy British. Understanding how materials are sourced, the distance they’ve travelled and by what means, are all considerations now frequently made by consumers.

Products in the Horselick range are completely made in the UK; a factor they feel provides benefits for generations. “Although prices

With the Olympics hitting the headlines, British patriotism is at an all time high. Add to this the Brexit result, and the country seems to be pulling together, supporting British industry and encouraging national pride.

Y

“We care about Britain and our environment”

Proud to be British

our positive responses to our ‘Proud to be British’ series have been phenomenal. In these economically consumed times, it is wonderful to see so many excellent companies band together with a common sense of pride for the British equestrian industry.

Quality over Price

Equestrian consumers are becoming more savvy, especially when it comes to weighing up the relationship between price and quality. While they may seem minor details to some manufacturers and retailers, products carrying a ‘Made in the UK’ slogan or simply a British flag come with quality assurance.

This simple addition to packaging portrays a wealth of hidden

selling points: excellent design, high quality materials and longterm durability to name but a few.

Consumers are becoming more aware that while such details may warrant higher prices, the resulting product will last – the chief selling point for any equestrian goods.

Quality assurance is the backbone to ShoeSecure’s operations. “My customers, both retail and wholesale including distributors in Europe have more confidence in a British manufactured product and the expertise and knowledge behind the concept and design,” explains creator Muriel Colquhoun MBE. “The quality, consistent standards, and unique design of the goods are their main reasons for their purchase of ShoeSecure.”

The same can be said for smaller businesses and those in the early stages of production. Companies who capitalise on their strong British values, and maintain them throughout the creation process, are often rewarded later down the line and not just in terms of profit.

“British products are sought after the world over,” explains Michele Green of riding hat liner company Whicker. “The consumer is confident in the knowledge that the product is manufactured to the highest standards possible and has integrity.”

Co-creator Sarah Hocking adds, “As a small manufacturer,

are slightly higher by using UK purchased trugs and fillings we believe that the quality is outstanding, and something that you cannot get from imported items,” says Chrisi Crane, Master Herbalist for Horselick. “Also, we are keeping our carbon footprint to a minimum which in turn will help to enable our children and grandchildren to enjoy the countryside that all of our customers love!”

With consumer ethics at its heart, Dengie Horse Feeds produces its range with alfalfa grown from one of its 5000 acres, all within a twenty-mile radius of the Dengie production site. While this is a unique claim to be able to make, it highlights the lengths

Alfalfa

August 2016 www.ebmonthly.co.uk

Equestrian 31 Business

Proud to be British

“British products are sort after the world over” manufacturers are able to ago to in the case of traceability and improving environmental impact.

“At Dengie, we are devoted to creating the best and healthiest horse feeds locally and are very proud of the fact that we grow the alfalfa we use in our horse feeds ourselves,” explains marketing manager, Lisa Wilson.

“We care about Britain and our environment. As our alfalfa plants are left in the ground for a number of years they provide winter ground cover for birds, mammals and insects and help reduce soil erosion.”

Global Markets

The habit of importing from other countries may reduce overall product price, but most feel this comes at a cost to quality.

Threeway Pressings is a British manufacturing company housed in three units, that sources the products for its Bullbarrow and Spyra Base ranges from all over the UK. This reliance on business through importing is consistently avoided by Threeway Pressings, who instead takes pride in supporting other British

companies, and raising a sense of national pride. “Being a British manufacturer makes us a strong name in the manufacturing world, and raises the bar in what we can achieve,” explains George Rudge from the marketing team.

Competition between British made items and imports has developed a more passionate and respectable marketplace, vying for popularity with high quality, well produced goods, rather than undercutting prices.

“Being a British manufacturer gives Fynalite a huge advantage over its competitors”, says Leon Fynn, General Manager at Fynalite. “We have access to so much expertise, especially in the Midlands, that it makes it much easier to develop an idea, no matter how unusual, and to make it a reality. Because both this expertise and a well trained work force is on our door step, we are able to meet the needs of the trade quickly and to a quality level that is the envy of importers.”

Walsall based Master Saddler Jeremy Rudge believes that ‘Better to Buy British’ is much more than a flag waving type of slogan. In the saddlery industry, it represents years of tradition in handcrafted, made-to measure saddle making, which defines the design, quality and manufacturing standards that retailers and consumers should expect. Supplying saddles produced with traditional manufacturing methods and

Master Saddler Jeremy Rudge

from locally sourced materials has ensured markets for Jeremy Rudge’s eventing, jumping, dressage and general purpose saddles, not only in the UK but across Europe, the US, Canada and the Middle East. Jeremy states, “‘British made’ or the term ‘English saddle’ are powerful selling tools in export markets.”

Such reputation extends across all areas of equestrian goods, with brands such as Charles Owen, Ariat and Carr & Day & Martin to name a few, having the freedom to trade internationally.

Financially Sound

In regard to the financials, manufacturing within the UK can help keep production as well as distribution costs down. Vale Brothers Ltd, the world's largest

brush manufacturer specialising in horse grooming brushes, finds operating from the UK aids them beneficially as there are no tariffs on products sold by them or to other UK companies. “We also think that the weak pound also has long term benefits for exports as this will hold down prices in the UK. This is achieved simply by costs being covered by a wider spectrum of customers,” says managing director Peter Wilkes.

“As a British company we see the world as our market place, we see positives in negatives and simply love the challenge of pushing design boundaries when others shy away, we like to have a ‘can do’ attitude,” Peter continues.

“The British are considered animal lovers and many enjoy sharing their experiences and product knowledge and ideas, therefore manufacturing Equestrian and country products in the UK is, in our opinion, the perfect place to be.”

Quality, traceability and excellent reputation go hand in hand with British equestrian manufacturing.

Not only do consumers actively seek out British made items, they are also happier to pay slightly more – ensuring longevity is guaranteed. Stocking British products is vital to enable customers to make a conscious decision to support the wider industry as well as show your pride for Britain’s equestrian market. Show your support and fly the flag!

A small selection of products from Vale Brothers Ltd

Threeway Pressings

32 Equestrian August 2016 Business www.ebmonthly.co.uk

CALM & CONDITION Highly digestible fibre sources for slow release stamina

Spread the word..

Calm & Condition® For Topline Without The Barley

• Highly digestible fibre sources for slow release stamina-giving energy • Barley and molasses free, low in starch and low in sugar* • For horses and ponies at rest to hard work • Ideal for horses and ponies that need to put on or maintain condition • Quick soak in less than 10 minutes • Balanced with vitamins and minerals plus pre and probiotics • Made with high quality Non-GM ingredients * When compared to traditional diets with comparative energy levels

For friendly and helpful advice, contact our award-winning nutrition helpline today on 01362 822 902 or email helpline@allenandpage.co.uk Quote Ad Reference: Calm & Condition

www.allenandpage.com August 2016 www.ebmonthly.co.uk

Equestrian 33 Business

Tools

The right xxxx

tools for the job Although stable tools have come a long way in recent years, they are not always selected and used to their best advantage.

Did horse owners ever expect any form of mechanisation in the stable yard?

Never! And how many yard managers realise that staff achieve more, and with better results, if they are equipped with appropriate tools?

A

fork is a fork is a fork.

A rake is a rake and a broom is a broom. It had to be that way when there was a lack of choice, but it doesn’t have to be so now! Really simple choices, such as the length of the tool handle, can make all the difference – why did we ever assume that the petite five-footnothing and the six-foot-plus worker could be comfortable using the same tools?

WOLF are best known for garden tools, but their wide range of 60-plus interchangeable tool heads and selection of handles includes items which are perfect for the stable yard. Some are even reported to be in use in William Fox-Pitt’s yard. Certainly a lot of research and thought has been applied to these specially designed flexible items.

For example, tool handles are available in lengths from 15cm to 400cm (for the stable yard, lengths of 120cm to 170cm are recommended).

Brush up

Sweeping is rather like weeding – it is never finished. The ‘blower and vacuum’ is another garden tool that has found its way into the stable yard where it is considered particularly effective for ‘sweeping’ in both American barn-type stabling and yards.

With the broom being the most practical tool, there is nothing

34 Equestrian August 2016 Business www.ebmonthly.co.uk

that beats handling and trying a selection before use. Retailers who set up ‘handle and try the tool/broom’ facilities will offer customers a valuable service.

Some brooms that demand brute force/horse power to use do not sweep very well – and that includes examples in all price ranges. Amazon is now selling brooms and other yard tools – which could have a disastrous effect on equestrian retailers who stock this equipment. The ‘try before you buy’ idea could help to address the problem – but how do you prevent ‘trying’ being followed by ‘buying’ from Amazon or another online supplier?

Carrying the load

The handles of a lot of tools, including wheelbarrows, are actually uncomfortable. Some wheelbarrows have rubber sleeves making them far easier to use – and many tool handles are shaped which makes them more congenial to grip.

On the subject of wheelbarrows: the choice is extensive. They have been in existence for such a long while that they are often perceived as ‘simple’ whereas they are actually ‘compound.’

The technical description of a wheelbarrow indicates the complexity: it is worth ‘Googling’ in order to appreciate the physics involved in design developments!

The heavy, awkward barrows that even when empty require strength to move still exist in some stable yards. A lot of equestrian retailers know first-hand how much material is moved around a yard every day – mucking out alone demands moving dirty bedding to the appropriate heaps and delivering new straw, shavings, or other material, to replace the bed.

This simple task would take a great deal more time, and involve considerably more effort, without the use of a wheelbarrow.

Almost all wheelbarrows conform to a basic design – one wheel at the front of a carrier tray, handles to raise the tray and wheels enabling the barrow to be pushed. The basic concept is developed to fulfil the needs of specific tasks. A single front wheel makes it easy to enter areas where space is limited, negotiate around a variety of

Perspectives Eugenio Zoephel, a garden maintenance business proprietor based in the south east comments, “I am not a horse owner but my father kept horses and hunted, so I see the question of tools from two different perspectives. In general, professional gardeners are very fussy about the brands and designs of tools they use. Most consider very carefully before they buy and their choice is based on the tool that best suits them! They handle the tools – rarely is a tool selected by simply ‘looking.’ A high quality tool lasts a very long time – providing it is looked after properly – and I have known gardeners become quite distraught when a favourite tool goes missing.”

Eugenio also comments on selecting wheelbarrows: “The ‘wrong’ wheelbarrow is a disaster – a back breaker!

While the design and size are fundamental, it is also important to consider materials. Handles should be located in a position which makes it easy to raise the barrow and the hand grips should be comfortable.

Some barrows have grooves which make it easier to carry long tools.”

tools

Brooms Linda Thompson from Surrey, a former member of the American event team and a former Master of the Coakham Bloodhounds, says: “I have never found any yard broom which is effective for every type of job. I use a solid wide broom with long bristles to sweep the wide part of the yard and a much smaller broom with shorter, denser bristles to sweep out the corners. This combination is also perfect for sweeping out the horsebox.”

obstacles and turn tight corners.

Many wheelbarrows have carrier trays with curved, sloping fronts.

An ideal shape when dumping shavings, manure, and so on.

However, this design is not ideal for carrying bulky items or flat packs such as bags of feed. For this, a wheelbarrow with two wheels is more stable and doesn’t tip over so easily. It also features a carrier tray with a much flatter bottom – a design which enables it to cope better with uneven ground. On the negative side, it requires more space to turn than the single-wheeled design.

Does size matter? Moving a large load in one go in a big wheelbarrow may not be the most effective solution if the weighted barrow is unmanageable. It may be easier to make two trips in a smaller, more manageable barrow! A further consideration relates to width. Clients need to be aware that some large wheelbarrows are very wide – useless if they have to deal with narrow doorways. Finally, wheelbarrows are manufactured in a variety of

materials and this should also be taken into account.

Completing the set

For years the forks used for mucking-out shaving and sawdust beds were totally ineffective and inadequate.

Droppings fell through the tines and the most efficient mucking out involved donning a pair of plastic gloves and picking up the droppings by hand!

Manufacturers have added a range of specifically designed tools that go a long way towards solving this problem – but the plastic gloves method continues to be popular!

User needs Rebecca Kingsley, BSc (Hons) said, “Stable tools are an essential requirement for any equine yard but with so many brands, designs and sizes, how do you know which is best for the job? When it comes to selecting tools it is essential to consider the physique of the user.

Having studied for a degree in Equine Rehabilitation and visited many equine establishments, it has come to my attention that many yard workers frequently suffer from some sort of pain – predominantly in the lower back - as a result of using a tool which is not the correct size. By selecting yard equipment to suit the user’s physique, pain problems caused by strain will be reduced or eliminated resulting in a happier, more efficient stable team – with far fewer days off work!”

one doesn't fit all Veronica Harmsworth, who runs a livery yard in Buckinghamshire comments, “I am surprised so many managers buy sets of identical tools despite running a yard where horses are bedded on straw, shavings, paper and peat! Whether or not this is due to lack of thought or whether it relates to perceiving a range of tools as an unnecessary expense, I don’t know! In terms of a time and motion study, I am sure the right tool for a specific job is cost effective!”

Children, no matter what their age or size, were once expected to cope with the same stable tools as those used by adults. Perhaps it is no wonder that many of them were put off ‘helping’ at an early age! However, today the situation is greatly improved as manufacturers have developed tools for children to use in the stable yard and in the garden.

Washing down the yard used to be a mammoth undertaking but now yard managers are using pressure washers that double up to clean horseboxes and trailers. The ranges available cover the needs of the very small yard through to the largest

tools for kids Joanne Hemsley, a young mother with four-year-old twins, comments, “Both the children love riding but they weren’t so keen on helping in the yard or grooming.

I actually bought them sets of tools designed for children to garden. I cannot say their contributions are enormously helpful, but they are very enthusiastic and this keeps them busy whilst I get on with the real work! I hope manufacturers of stable tools will develop and extend their ranges to suit the needs of children – even my eleven year old had trouble managing a normal size stable broom. I am sure small adults would be interested too.”

establishment and many are available with tools.

Yards – whether privately owned, professional training yards, racing stables, riding schools or studs – are increasingly embellished with containers of plants, shrubs, evergreens and flowers. Quite a lot of thought is given to setting them up, yet often they are then neglected with chippings, sawdust, pieces of hay and straw completely spoiling their appearance.

Retailers who have added filled garden containers to their ranges might also want to stock some basic tools such as hand-trowels and forks.

take care Stuart Attwood, who runs Total Contact Consultancy in Kent, has provided Equestrian Business readers with several straightforward tips in previous editions.

He suggests that retailers advise their clients to ensure tools are kept clean.

“I am amazed how many people buy expensive tools and don’t take care of them. I visit a lot of yards in my role as a consultant and the way in which tools are looked after usually defines the yard. Clean tools hung up, brooms free of bits of straw and hay and a tidy muckheap define the overall standards and you can virtually rely on horses in that yard being relaxed and looking well.

On the subject of tools, I would also recommend horse owners to disinfect them every so often. This includes wheelbarrows and skips.”

August 2016 www.ebmonthly.co.uk

Equestrian 35 Business

tools

Pick of the products Bale Carry Fine Tine Fork The Bale Carry can hold up to a full bale of hay or straw, and makes it easy to transport this around the yard without making a mess.

The carry is made using showerproof material, is strong but lightweight, and folds flat when not in use. It has a drawstring top to keep everything inside and benefits from easy lift handles. The Bale Carry is great for day-to-day yard work and for going to shows too.

www.moorlandrider.co.uk

Fynalite Shavings Fork A horse owner’s work is never done, but with the right tools and equipment, it can speed up the tough jobs, giving owners more time to spend with their horses.

The Fynalite Shavings Fork sets a benchmark for stable tools and its unique balance of strength, light weight, long lasting construction and ease of use make it an essential piece of yard equipment. This British made fork is available with many different handle combinations and head colours.

www.fynalite.co.uk

Aquamax’s Fine Tine Fork has been made to make mucking out pellet and crumble bedding fast and efficient. The fork’s tines are arranged in a bucket shape with narrow spacings. This allows the user to sieve the smallest bits of muck and hay away from clean bedding, to leave more in the stable and a lot less on the muckheap.

www.aquamax.co.uk

Hay Bar Waste forage and bedding is an unwanted expense for any equine owner. The Hay Bar helps to ensure that forage does not become contaminated or mixed with the bedding, allowing horses to benefit from all they are fed. The Hay Bar system is labour saving, safer, more hygienic and provides horses with a more natural foraging experience, making it the solution to numerous problems.

www.haybar.co.uk

“I have used Haybars now for the last 6 months and all my staff have found them quick and easy to use and the horses benefit as it keeps the hay concentrated in one corner of the stable, without them treading through it”

Peter Charles M.B.E. Olympic Team GB Gold Medalist 2012 International Showjumper

www.haybar.co.uk Tel: 01723 882 434

Make your yard a happy yard Unique British Craftsmanship Tel: +44 (0) 1789 764848

www.fynalite.co.uk

36 Equestrian August 2016 Business www.ebmonthly.co.uk

Out of date web site?

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• Brochure sites • Secure trade sites • Full e-commerce • Custom coding • Solution providing • Social media • Free-of-charge site appraisal We understand what works, what looks good and what keeps customers engaged.

Affordable online solutions for your business 37 August 2016 Equestrian www.wiserweb.co.uk/equestrian enquiries@wiserweb.co.uk 01953 852939 www.ebmonthly.co.uk Business

Legendary Performance More than 200 million doses over 30 years

The active ingredient of EQVALAN®, ivermectin, treats more species and stages of parasite than any other summer and winter wormer. And for additional coverage against tapeworms, there’s the combination wormer EQVALAN® Duo. Being at the forefront of responsible worming, we do all we can to make sure every performance counts.

Merial Animal Health Ltd. CM19 5TG, UK. EQVALAN® is a registered trademark of Merial Ltd.© Merial 2013. All rights reserved. Advice on the use of this or alternative medicines must be sought from the medicine prescriber. Legal category UK: POM-VPS IE: LM .

EQVALAN® paste for horses contains ivermectin. EQVALAN® Duo oral paste contains ivermectin and praziquantel. Read packaging before use. For further information call the Merial Customer Support Centre on UK: 0845 6014236 or IE: 1850 783 783.

Date of preparation: January 2013. Use medicines August 2016 responsibly.

38 Equestrian Business www.ebmonthly.co.uk

Worming

Target Worming for Tapeworm Tapeworms, unlike many other equine worms, require an intermediate host to complete their lifecycle and, says Equisal, it needs specific testing to identify a burden in the gut,

E

quiSal Tapeworm detects antibodies in saliva to provide a tapeworm burden diagnosis of low, borderline or moderate and high. Horse owners simply purchase saliva collection kits from stockists, which contain everything needed to collect and send saliva samples back to the EquiSal laboratory for testing.

Results can be reported through stockists of the saliva collection kits together with worming recommendations to treat horses with borderline or moderate and high results.

Accuracy and Reliability

The test has been fully validated and shown to be accurate using samples from horses at post mortem where tapeworms were counted. Most importantly, validation of the test has recently been published by peer reviewed journal Veterinary Clinical Pathology. Publication in a peer reviewed journal means that subject specialists have refereed the research paper, therefore demonstrating the scientific quality of the EquiSal Tapeworm test, the reliability of findings and that the research is of an accepted standard.

To summarise the test validation, serum and saliva samples were collected from horses at a UK abattoir where tapeworms had been counted. Samples were

Weigh before worming

August 2016 www.ebmonthly.co.uk

Equestrian 39 Business

worming then analysed in the EquiSal Tapeworm test or blood test.

EquiSal saliva scores had strong correlations with both tapeworm numbers and the blood test results. The majority of horses with one or more tapeworms at post-mortem were correctly identified by the test. The remaining few were diagnosed as being low, but these horses had burdens of less than 20 tapeworms which is considered by experts to be not pathogenic, meaning not disease causing.

Most importantly, no high burden (more than 20 tapeworms) horses were misdiagnosed by the test. This is similar to the current guidelines for redworm FEC, where a result of less than 200 eggs/gram is not considered harmful. It is important to bear in mind that either saliva testing or blood testing is required for diagnosing tapeworm burdens, as standard faecal egg count (FEC) methods are unreliable, due to the way in which tapeworm eggs are released. The EquiSal Tapeworm Test can be relied upon to correctly identify the majority of horses with one or more tapeworms and correctly identify all horses with pathogenic burdens. The test has equivalent accuracy to the blood test.

Worming Top Tips Testing Recommendations

Current advice is to integrate tapeworm testing into existing worm egg count schedules by using EquiSal Tapeworm every six months before worming. The best time to test is during late winter/ early spring and autumn/early winter, as these are considered to be the ideal times of year to worm for tapeworm. Only worm horses if testing recommends that treatment is required. A complete worm control programme should include a yearly winter worming dose to treat encysted redworm, until an encysted redworm test is available.

Online Opportunities

40 Equestrian August 2016 Business www.ebmonthly.co.uk

❚ Getting to know your customers is vital. Open a dialogue and listen to what they have to say. Find out about their animals and ask about their management routines. Ensure you can find out as much worming history as possible to help build a strategic worming plan. ❚ Keep good records that can build up into an overall picture of the animals worming history. This will help enormously when offering direction on the best worming approach for the horse.

EquiSal Tapeworm Kit

Austin Davis Biologics Ltd have recently launched a new system for ordering EquiSal Tapeworm kits where retailers and SQPs can place orders at trade prices online and request that kits are posted directly to customers. This will enable small businesses to order directly for their customers as well as stock kits to cater for one off purchases if required. The system may be especially useful for mobile worm egg count businesses

Virbac’s Equine Product Manager Davina Godwin, offers some tips for retailers and SQP’s on how to work together with their customers to ensure you give the best advice and to build and sustain long term and trusting relationships.

who are unable to hold stock.

Results are reported to SQPs to feedback to customers, enabling complete worm control advice to be offered, together with sale of wormers where required. Alternatively stockists may request that results are reported directly to customers, which may suit retailers who do not have an SQP. If you are interested in setting up an online trade account, contact enquiries@equisal.com.

❚ Make sure you know how your customers’ animals are kept, if they are they at home or kept at livery. Often a livery yard will follow a set worming routine for all the horses’ resident. Best worming practice is to have a yard worming plan in place but we should treat all horses as individuals and worm or test accordingly. ❚ Based on your knowledge of the horses worming programme, customers can also be given direction on the use of a faecal egg count or tapeworm test for their horses.

Results of such tests should be added to the customer’s records of their horse’s worming history. ❚ Direction can be given on the use of the correct wormer

Online advice SQP’s also have considerable resources at their disposal to keep them up to date with worming practises, for technical support and to help their customers. For example the Virbac 3D Worming website offers ‘how to’ videos that include worming with a syringe, worming with TABS, and how to use a weight tape correctly. medicine for the time of year.

Results of faecal egg counts may also determine which, if any, wormer dose should be administered. ❚ It’s essential to prescribe the correct worming dose according to the weight of the animal.

Ask your customer if they have used a weight tape to gauge the weight of their horse; do they know how to use a weigh tape correctly? ❚ Ask your customers if they are sure that their horse is receiving the full wormer dose for their bodyweight, or if they experience any problems in delivering the dose. For example, are their horses headshy or after worming, do their horses tend to spit out some of the wormer? ❚ Spit-out is a major concern in the fight against resistance and horses that are difficult to worm or are head shy, can often lose a significant amount of wormer, which in turn can affect the efficacy of the treatment.

For customers that experience problems with a traditional syringe an alternative delivery of the wormer dose such as TABS should be offered. TABS can be easily added to feed to take the stress out of worming.

Westgate Laboratories

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TRADE PRICES FOR VETERINARY PRACTICES, SQPS & RETAILERS

What are the opportunities?

As a platform for manufacturers to connect directly with consumers, Let’s Talk Horses benefits those in the trade by offering inclusion within the online directory.

• Banner advertisements • Social media • E-shots • Product placement • Competitions

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tailored retail worm count options • • • • • • • •

Retail worm count kit; everything to take and send a sample. Order through Westgate EFI, Trilanco or direct.

Bespoke merchant service; all you need to offer your own brand worm count service.

FREE POS Material Counter display boxes, show cards, posters, educational material etc. available.

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All good, modern, worm control programmes now start with tests not wormers. Only worm as needed.

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Quality tests from a reliable, established laboratory.

You sell the test, customer sends in sample, results returned to shop or direct to customer as you choose.

All materials, customised for your business, supplied FOC at set up for merchant service.

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August 2016 Equestrian 41 www.ebmonthly.co.uk Business info@westgatelabs.co.uk | www.westgatelabs.co.uk

01670 791994

Marketing feeding feeding

xxxxxxx

Know your target

How to write a press release A press release is an official statement that is distributed to the media to update the reader or viewer on any changes or important information regarding a business.

1

What information should be included?

Before you set out to write your first draft, you must consider the five W’s: ❚ Who is it about? ❚ What happened? ❚ Where did it take place? ❚ When did it take place? ❚ Why did it happen?

As a starting point, write down the answers to these questions before putting them together in short and punchy sentences.

While this sounds like a fairly straightforward process, bear in mind that most press releases go through several drafts before they are just right.

For inspiration, you should look at the News in Brief section of newspapers. Ideally, your first paragraph should consist of no more than two sentences, each 25 words or fewer. In order to captivate the audience, the essence of your story should be present in the first paragraph.

Often, once the first paragraph has been written, the rest will follow, with each paragraph providing more information and

explanation. Bear in mind that publication editors often edit press releases from the bottom up, aiming to achieve a certain word budget. Therefore, you must ensure the most important points are at the top so they don’t get the chop!

2

What should my angle be?

First and foremost, you must write with your target audience in mind, business or consumer, adult or child, male or female, online or offline and on it goes. From here, develop an angle that interests and engages your audience. If you choose to send your press release to different types of publications, you should write different versions of your press release for the different audiences you are targeting.

When thinking about the audience, consider what knowledge they already have about your business and products or services. For example, what type of language will they understand? As a rule, it’s best to avoid industry-

Life of leather Know your audience

specific jargon unless your target audience consists of those who have an understanding of this.

3

How do I structure and present the press release?

You must indicate at the top of the release whether it is for immediate release or under embargo (to be released at a certain date/ time). Underneath the immediate release or embargo heading, give the press release a punchy title.

The title should grab attention and encourage the journalist to want to read on. However, editors may change the title if they feel it doesn’t flow or fit correctly.

Using double spacing and wide margins helps the journalist or editor to make notes. Don’t get too hung up on how many paragraphs to use. Just keep in mind that you are aiming to use as little as possible in order to get your point across. Avoid lengthy explanations and try to keep the copy as tight as possible. Anything three pages or over suggests it’s an article rather than a press release!

Essentially, you are aiming to include an overview of all the information in the first paragraph.

Ultimately, the story should be understood in its entirety if only the first paragraph was to be published. The second paragraph then expands on information included in the first, providing a bit more detail. Often, the third paragraph provides a quote which could be from the director, a staff member or customer.

The fourth paragraph should outline final information, such as referencing websites and ordering, or mentioning other products in development.

At the end of the press release, write “Ends” in bold. After “Ends”, write “For further information, please contact XXXX” and list your contact details or those of a relevant person. Provide a mobile number so that journalists can make contact out of office hours as the more accessible you are, the better. Finally, you can provide further information or directions in the “Notes to Editors” section which should be located under the contact information.

If you need some help with getting your press releases written and distributed, specialist agency PressPoint Countryside and Equestrian is only a call or an email away. Tel: +44 (0)1953 851513. Email: mail@presspoint.co.uk

42 Equestrian August 2016 Business www.ebmonthly.co.uk

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Equestrian 43 Business

NE W

A HORSE’S WELLBEING STARTS

A COMBINATION OF PREBIOTICS AND POSTBIOTICS

HERE

Introducing NEW Coopers Gut Range Coopers Gut is a new range of feed supplements containing a blend of prebiotics and postbiotics.

Designed to help maintain a healthy gut flora and hindgut function, Coopers Gut works to help keep horses healthy from the inside out.

Contact your MSD Animal Health Account Manager today to find out more or visit www.coopers-range.co.uk

HELPING MAINTAIN A HEALTHY GUT www.coopers-range.co.uk

Further information is available from MSD Animal Health, Walton Manor, Walton, Milton Keynes MK7 7AJ. Tel 01908 685685 Coopers Gut Equalise, Support and Assist are dietetic complementary feeds. Coopers® is the property of Intervet International B.V. or affiliated companies of licensors and is protected by copyrights, trademark and other intellectual property laws.

Emerald Green Feeds 100% Natural Grass and Alfalfa Feeds, see our website for details of the full product range.

“I use Emerald Green Feeds’ pellets for all of my horses because they are so versatile and provide a totally natural feed. My horses look and feel in great condition with gleaming coats ready to perform to their best.”

Sarah Bullimore, 4* Event Rider

as

,

44 Equestrian August 2016 Business www.ebmonthly.co.uk

ed nd

d Fee

To place your order call 01526 398236 or visit www.emeraldgreenfeeds.co.uk

ucher & So Po

ns

A

High quality Low in starch & high in fibre From Vitamin A to Zinc Fully traceable Slow release energy

e Nature Int

Equine Nutrition

Pauline Smith Pauline Smith, from Dodson & Horrell, demystifies high fibre feeds and explains how to meet clients needs for individual horses.

High Fibre W

e know the mainstay of the equine diet is fibre and the equine gut has evolved to trickle feed and digest grasses and cereals. Forage is a plant material that is either grazed as grass, or cut and conserved before feeding (hay, haylage or equivalent chaff). Horses have evolved to eat a forage diet and would usually graze for around sixteen hours a day. The essentials of an equine diet are to meet the fibre requirements of the horse and to give a balance of protein, carbohydrates, fats, with vitamins and minerals. This balance is adapted for the variety in horse’s life stage and level of exercise.

Nutritional scientists have ensured that balanced rations are now produced for horse owners taking away the need to understand the risks of feeding straight cereals, in doing so they have included fibre within the mixes and the cubes. These fibre sources can be in a variety of energy levels and you can get a higher energy fibre ration and a lower energy fibre ration.

Feed companies know that long fibre (grass, hay, haylage or chaff) is a necessary and natural

component of the horse’s diet because it helps to maintain normal gut activity and ensures that the correct balance of microflora (good bacteria) develops in the hindgut. Fibre is included in the actual feeds and these fibre sources can also be classified as higher or lower in calories. Alfalfa and pure grass is higher in calories than for example straw. Most of us are aware that fibre can be in the form of long plant material like grasses or in a compressed

fibre pellets in the mixes do encourage the horse to chew well. The production of saliva in this chewing process is useful because saliva helps to buffer the acid in the stomach. The digestion of forage and fibre in an equine diet contributes to the production of energy and hence the fibre is not simply there as a filler. Insufficient dietary fibre will lead to inefficient digestion and can cause problems such as diarrhoea and colic, as well as behavioural issues such as wind sucking and crib biting.

“Cereals also contain a portion of long Feeding rates fibre feed products” Horses that are in light work may cube. We may not be aware that cereals also contain a portion of long fibre feed products. You will always find a proportion of fibre in all processed horse feeds such as coarse mixes and cubes. Oats for example are higher in fibre than both barley and maize.

Mixing Fibre

Research has shown that equine digestion works best with a variety of fibre sources combined with cereals. One benefit is that

be fed at least 2-2.5% of their bodyweight in the form of forage (hay, haylage, grass or chaff for example) and the remaining proportion of the diet would be in the form of some concentrate feed. The intake of forage is not just for energy and maintaining weight, it is also to ensure that the horse’s requirements to chew are met. The dietary purpose of concentrate feed is to ensure that protein, calorie, vitamin and mineral requirements are met. In some cases, such as in stabled

Pauline has been a Nutritional Advisor for Dodson and Horrell for over sixteen years and has a lifetime’s practical experience of feeding different horses. She has bred and trained her own event horses and currently has a young horse by Criminal Law. Her role involves advising all types of customers from vets and merchants to end-users.

Detailed knowledge of all the feed products is required in order to assist with detailed dietary advice. The role also includes dealing with customer enquiries, forage analysis questions, advising at shows, yard visits and weigh clinics.

horses who have limited grazing, additional calories and fibre are required and this need is partially met from the fibre found in a mix or cube.

Retailers can ensure that their staff have nutritional training and continuous professional development to ensure that they do give good advice concerning the various feed products available. They can also utilise feed companies nutritional helplines, these are particularly useful to find out the features and benefits of individual feed products and how to meet individual customer requirements with their particular horses. It is advisable to have as much information to hand as possible such as age, height, bodyweight, work load, time at grass, and the current diet as these are all relevant to the choice of feed, this is why a feed company will be asking all those questions. Clinical conditions will require veterinary advice.

August 2016 www.ebmonthly.co.uk

Equestrian 45 Business

Equine Nutrition

W

e know the mainstay of the equine diet is fibre and the equine gut has evolved to trickle feed and digest grasses and cereals. Forage is a plant material that is either grazed e.g. grass, or cut and conserved before feeding (hay, haylage or equivalent chaff). Horses have evolved to eat a forage diet and would usually graze for around sixteen hours a day. The essentials of an equine diet are to meet the fibre requirements of the horse and to give a balance of protein, carbohydrates, fats, with vitamins and minerals. This balance is adapted for the variety in horse’s life stage and level of exercise.

Nutritional scientists have ensured that balanced rations are now produced for horse owners taking away the need to understand the risks of feeding straight cereals, in doing so they have included fibre within the mixes and the cubes. These fibre

meal size

“Utilise feed companies nutritional helplines” sources can be in a variety of energy levels and you can get a higher energy fibre ration and a lower energy fibre ration.

Feed companies know that long fibre (grass, hay, haylage or chaff) is a necessary and natural component of the horse’s diet because it helps to maintain normal gut activity and ensures that the correct balance of microflora (good bacteria) develops in the hindgut. Fibre is included in the actual feeds and these fibre sources can also be classified as higher or lower in calories.

Alfalfa and pure grass is higher in calories than for example straw. Most of us are aware that fibre can be in the form of long

plant material like grasses or in a compressed cube. We may not be aware that cereals also contain a portion of long fibre feed products. You will always find a proportion of fibre in all processed horse feeds such as coarse mixes and cubes. Oats for example are higher in fibre than both barley and maize.

Mixing Fibre

Research has shown that equine digestion works best with a variety of fibre sources combined with cereals. One benefit is that fibre pellets in the mixes do encourage the horse to chew well. The production of saliva in this chewing process is useful because saliva helps to buffer the acid in the stomach. The digestion of forage and fibre in an equine diet contributes to the production of energy and hence the fibre is not simply there as a filler.

Insufficient dietary fibre will lead to inefficient digestion and can cause problems such as diarrhoea and colic, as well as behavioural issues such as wind sucking and crib biting.

Feeding rates

Horses that are in light work may be fed at least 2-2.5% of their bodyweight in the form of forage

46 Equestrian August 2016 Business www.ebmonthly.co.uk

(i.e. hay, haylage, grass or chaff) and the remaining proportion of the diet would be in the form of some concentrate feed. The intake of forage is not just for energy and maintaining weight, it is also to ensure that the horse’s requirements to chew are met. The dietary purpose of concentrate feed is to ensure that protein, calorie, vitamin and mineral requirements are met. In some cases, such as in stabled horses who have limited grazing, additional calories and fibre are required and this need is partially met from the fibre found in a mix or cube.

Retailers can ensure that their staff have nutritional training and continuous professional development to ensure that they do give good advice concerning the various feed products available. They can also utilise feed company’s nutritional helplines, these are particularly useful to find out the features and benefits of individual feed products and how to meet individual customer requirements with their particular horses. It is advisable to have as much information to hand as possible such as age, height, bodyweight, work load, time at grass, and the current diet as these are all relevant to the choice of feed, this is why

Generally, we know meal size is less than 2kg per meal for a 500kg horse.

However, we can do better if we know the amount of starch within the amount of feed that is fed.

Therefore, we will need to weigh the feed fed and know the weight of the horse.

Science has shown that 1g of starch per kilo of live weight of horse is the maximum amount of starch that should be fed to equines at risk of laminitis max starch (Veruet et al, 2009) for example a feed with 40% starch should make up no more than 1.2kg per meal for a 500kg horse.

Calculation: 500kg horse divided by 40% =1.25kg rounded down = 1.2kg A feed that contains 20 % starch, then no more than 2.5kg per meal for a 500kg horse.

a feed company will be asking all those questions. Clinical conditions will require veterinary advice.

Understanding High Fibre

The term high fibre describes a feed product with a good proportion of fibre components within it. These fibre components in the feed may appear as chopped grass, straw, compressed grass or fibre pellets.

Equine Nutrition

Pick of the products Advance Concentrate Complete

Fast Fibre

Equimins’ premium quality forage balancer, Advance Concentrate Complete contains a superb range of vitamins, bioavailable minerals and trace elements to support the horse’s health. This is combined with probiotics and saccharomyces cerevisiae yeast to support the gut and the digestion of fibre, to help the horse get as much out of his feed as possible. The balancer has been designed for a forage diet, but can also work with horses not receiving their full ration of mix or cubes.

Allen & Page’s Fast Fibre is a barley and molasses free ‘quick soak’ feed that is ideal for horses who tend to become excitable even on low energy feeds. It’s a must for any feed room, especially when good forage sources are limited and is also particularly useful for horses with dental problems as it can be used as a partial or complete hay replacer.

In addition, as it’s high in fibre and very low in starch and sugar; the ideal choice for horses and ponies at rest or in light work.

www.equimins.com

www.allenandpage.com

Keep Calm

High Fibre Nuts

Baileys’ Keep Calm is a high fibre non-heating feed formulated to maintain condition whilst helping encourage a calm temperament.

Containing Speedi-Beet, and fully balanced with vitamins and minerals, including calcium and magnesium, it is low in starch and sugar and designed to soak to a tasty mash in just 10 minutes. Keep Calm is barleyfree, with linseed for a shiny coat, while extracts of flavours of essential oils give it an irresistible aroma.

Dodson & Horrell High Fibre Nuts are a high fibre, 95% whole cereal free cube and are suitable for a wide variety of horses and ponies from good doers to those prone to excess weight gain or laminitis. Low in calories for weight management and balanced with a full range of added vitamins, chelated minerals and antioxidants.

Whether your horse is in light work, retired or resting, feeding High Fibre Nuts is a great way to provide plenty of nutrition – without too many calories.

www.baileyshorsefeeds.co.uk

www.dodsonandhorrell.com

Alfalfa-mazing chop The Emerald Green Feeds Alfalfa-mazing chop is excellent for bulking out feed and extend the eating process, encouraging saliva production to help with digestion and also lower acid levels down in the horse’s gut.

This means that the horse’s teeth are put to use helping to keep them flat so they can grind their feed down properly. It contains both the stalk and leaves of the plant, providing higher nutritional quality and fibre

www.emeraldgreenfeeds.co.uk

Timothy HorseHage Timothy HorseHage is a semi-wilted, bagged forage made from specificallygrown timothy grass which is very similar to the famous Kentucky bluegrass of America. This grass is higher in fibre and lower in protein than many other grasses and it has a completely different ‘nose’ to ryegrass which makes it highly palatable. It is dust-free and contains no chemical additives and is suitable for leisure horses and ponies, veterans, fussy feeders and those that are resting, convalescing or prone to laminitis.

www.horsehage.co.uk August 2016 www.ebmonthly.co.uk

Equestrian 47 Business

Outlyne

My Airowear is flexible and comfortable, allowing me to perform at my best while keeping me safe.

Photo credit: Jon Stroud

Tried & Tested Body Protection

THE LEADER IN EQUESTRIAN SAFETY Whether you choose the Leather Look Ayr8 or the Sparkly YR8, you can be confident in Charles Owen.

Made in Britain to the newest standards of equestrian safety.

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48 Equestrian August 2016 Business www.ebmonthly.co.uk

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What to stock for successful sales....

Body Protectors and Air Jackets Riding is a dangerous sport – not just steeplechasing or eventing – not just galloping and jumping – not just when riding on the road. It is never possible to guarantee complete safety.

N

ew and novice riders and parents often turn to their retailer as the first port of call to provide them with advice about safety wear. Over the last few years a great deal of time and money has been invested in producing safety clothing that, while it cannot prevent accidents, it can reduce injuries and the degree of the injury. However, air vests/jackets, body protectors – and for that matter, hats and back protectors – must be correctly fitted.

Understanding what air vests/ jackets are claimed to do and what they cannot do is an important factor and manufacturers have produced some excellent guides. The theory behind air jackets is sound but current evidence of their effectiveness in real life accidents

is limited. Air vests are designed to dissipate the degree of impact in a fall and reduce compression.

Manufacturers’ claims include protection against fractured ribs (a particularly common injury) related to risk of damage to underlying organs; they are said to be capable of reducing liver and spleen injuries.

It is obvious that an air jacket cannot protect the rider from some of the potentially most serious injuries, for example, head injuries. Some claims suggest they can afford protection in relation to some spinal injuries but, again, evidence is limited. Research continues but it is difficult to simulate rider falls: time will provide reliable answers.

Body protectors have been in use very much longer than air

jackets/vests and evidence indicates they reduce the risk of injury, but they cannot make riding ‘safe’ and any claims to that effect are misleading.

As with air jackets, it is important that riders understand the limitations of body protectors: they do not offer spinal protection or prevent injuries involving severe torsion, flexion and extension or crushing of the body.

Body protectors used to be considered ‘sensible’ but they weren’t described as ‘fashionable’, but that has changed and today they are available in various designs and colours.

Various disciplines require competitors to wear a body protector that conforms to current safety standards. Other disciplines state that body protectors may be worn but

they are not compulsory. Some disciplines or sports do not currently issue any guidelines or advice.

Alan Hiscox, Director of Safety at The British Horse Society, said, “From hacking to eventing, consideration should always be given to body protection to help keep you safe around horses. It is important to make sure whatever you use meets current safety standards and is well maintained to keep you as safe as possible.

It can help make you feel more confident and ride more positively. “The BHS advises riders who wear body protection and air jackets to ensure that they are well fitted and meet current safety standards. No body protector can prevent serious injury in every situation, but they can reduce the severity of injuries.”

As with all safety-related wear, fit is a priority. This especially applies to fitting children and young people when parents sometimes suggest buying a size larger than currently needed on the basis that ‘he will grow into it’.

Riders often assume that body protectors last for ever but it is generally recommended that they are replaced every three to five years because the absorption properties of the foam may be declining. It is also important that the garment is checked after a heavy fall; if a dent is found, it is possible that the garment’s effectiveness has been reduced. Retailers will want to give this advice at the time of the original purchase and of course, it doesn’t mean to say that the garment cannot be used for other purposes.

Testing The Medical Equestrian Association issues the following advice. “Testing procedures suggest that the force of impact transmitted to the body will be reduced from falls on flat surfaces as well as there being some protection against sharper or angular objects including horse hoofs! Shoulder pads are a sensible optional addition to provide greater protection. The shoulder is a relatively common point of impact when riders fall.”

August 2016 www.ebmonthly.co.uk

Equestrian 49 Business

Let’s Talk Products Airowear

Finest Brands International

Flexion

Champion Evo-Flex

The tailored fit of the Flexion is innovative to maximise rider movement while maintaining a sleek and slim profile. Designed using selfadjustment for ease of use and a customised fit, the body protector combines a classic, quilted country look with dynamic materials that mould to the rider’s form to present a trim, sophisticated silhouette.

With protective foam that consistently lays close to the body to maximise coverage, the Flexion moves with the rider to offer supremely streamlined and flattering protection to make it the ultimate in both functionality and flexibility.

Standard: BETA Level 3 2009, EN13158

With a subtle nod to the ever popular FlexAir, the Evo-Flex takes the best bits from the previous model and combines them with the revolutionary Cut-Flex and HingeTek technology recently developed for the female only Freedom and Vanguard Protectors.

These two manufacturing processes help maximise the EVO-FLEX’s Ultralight weight foams’ overall flexibility and combines these to allow the bottom of the protector to mould into the nape of the back, giving an unparalleled fit when the rider is in the saddle.

EVO-FLEX utilizes a high-tech Polygiene treated inner lining with its powerful anti-bacterial and anti- odour properties, ensuring riders will stay fresh 24 hours a day, 7 days a week.

Champion’s reputation is built on safety; the EVO-FLEX makes safety comfortable, stylish and affordable.

Sizes: Juniors: J2-J4, short, regular, long Women: W1-W3, short, regular, long Colours: Black & Navy RRP: J sizes: £153.60; W sizes: £224.64

Sizes: Available in 9 sizes from XS Child to XL Adult.

Available in Short, Regular and Long Length.

RRP: £63.95 - £121.95 Colours: Black

Airowear

Finest Brands International

Outlyne

Champion Ti22

The Outlyne is scientifically designed to offer a tailored fit specific to the needs of the rider’s body type, which maximizes the protection offered while allowing unrestricted movement and flexibility. While the Womens Outlyne molds to the curves of a woman’s body, the Mens Outlyne is cut generously across the shoulders and rib cage. The Teen Outlyne pulls in at the waist and is darted at the front to provide a close fit for the young rider, and the Junior Outlyne offers adjustable chest, waist and shoulder fastenings for the growing rider.

Every Outlyne features UltraFlex Technology foam, which is lightweight but highly protective, and a mesh lining for breathability.

Standard: BETA Level 3 2009, EN13158

Featuring Champion’s trailblazing SegTek panel construction, to give a minimum of 100 flexible sections that mould to the riders shape and flex with movement, the Ti22 offers peerless comfort and flexibility. This SegTek technology allows the individual panels to flex and move individually, but not become isolated from each other, which ensures maximum protection in the event of a fall or blow to the body.

The Ti22 is made from latest hightech lightweight and malleable foam panels, each of which have individual airflow holes that work in conjunction with Champion’s SegTek channelled construction to dissipate away unwanted heat and keep riders cool and comfortable.

This unisex flexible segmented style body protector also features heavy duty YKK zips, military grade outer mesh, ultra lightweight foam and cool feel titanium coloured inner lining with a channelled airflow hole heat release system. Easy to slip on and fit, this protector combines cutting edge comfort and ease of use.

Sizes: Men (XXS-XXL), Women (L3-L7), Teen (T1-T2) & Junior (Y1-Y5). All available in short, regular, long & e/ long RRP: from £104.80 Colours: Black/Graphite

Sizes: Available in 9 sizes from XS Child to XL Adult.

Available in Short, Regular & Long.

RRP: £95 - £160 Colours: Black

50 Equestrian August 2016 Business www.ebmonthly.co.uk

Let’s Talk Products Finest Brands International

Rodney Powell Body Protectors

Champion Freedom

Superflex Contour Body Protector

The Freedom body protector from Champion introduces superlative flexibility into a design that offers a superb fit especially tailored for the female figure, without compromising protection and safety. Featuring 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, the Freedom offers exceptional comfort. Incorporating Champion’s Cut-Flex manufacturing process to maximise the body protectors ultra light foams flexibility and a new HingeTek system which allows the bottom of the protector to mould into the nape of the lower back, the Freedom gives an unparalleled fit when the rider is in contact with the saddle. And by utilising a hightech Polygiene treated inner lining with its powerful antibacterial and anti-odour properties, the Freedom will stay fresher 24 hours a day, 7 days a week, 365 days a year.

Champion’s Guardian Shoulder Protectors are also available for purchase separately

The Superflex block foam design body protector has the best of the design features of Rodney Powell’s elite model; fully adjustable at the chest, waist and shoulder for ease of achieving and perfect fit. The block design foam gives maximum flexibility for perfect contouring of the torso while the penetrated stitch between the block foam construction allows greater flexibility of shaping. Body heat quickly penetrates the foam panels for maximum comfort, which is further enhanced by the absorbent lining and breathable properties. The foam bloacks are well engineered and shaped to give complete protection to vital organs keeping safety, flexibility and comfort at its best. It also features include a wipe clean outer shell made with 100% nylon so that it is robust and yet lightweight, front zip fastening and adjustment at the shoulder and waist.

Sizes: Available in 6 sizes from GL (Girls Large) to WXL (Women Extra Large). Available in Short, Regular & Long Colours: Black/Silver RRP: 95.90 - £145.90

Sizes: Childs (XS – XL) and Adults (XS – XL) Colours: grey, black or navy Childs £108.99, Adults from £139.99 RRP:

Racesafe

ProVent Racesafe’s latest body protector, the PROVENT 3.0, launches a new generation of lightweight, flexible and breathable protection, allowing riders of every level the freedom to perform.

This model is Racesafe’s lightest ever Level 3 protection, developed using the latest protection technology and features double ventilation, which released heat via the perforated protection and breathable net outer.

The rider can maintain a full range of motion and stay comfortable thanks to the increased flexibility of the Provent 3.0, which contains up to 70 independently hinged sections within its slim line design. The elasticated self-adjustment system also benefits the rider by providing improved levels of movement and comfort.

Standards: BETA 2009 Level 3, EN13158:2009 Level 3

Sizes: Childs Small to Adult X-Large.

Colours: Black Childs from £132. Adults from £198.

RRP:

contacts: Airowear

Racesafe

www.airowear.co.uk

www.racesafe.co.uk

+44 (0)1536 771051

+44 (0)1978 317777

Westgate EFI (Rodney Powell)

Finest Brands International

+44 (0)1303 872277

+44 (0)1132 707000

www.wefi.co.uk

www.championhats.co.uk

Coming next month....

In the September issue, Let’s Talk Products brings you stable tools.

As yard essentials, carrying a high quality range that offers users efficiency and comfot is very important.

If you want to get involved and have your product included, but haven’t yet received an invitation, please contact letstalkproducts@ ebmonthly.co.uk.

August 2016 www.ebmonthly.co.uk

Equestrian 51 Business

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52 Equestrian August 2016 Business www.ebmonthly.co.uk

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ken lyndon-dykes

Finding Our Feet

Post Brexit, our economy has fallen and recovery will be a long process, but Ken is positive that by supporting British manufacturers and upholding our excellent reputation, we will soon stand tall again.

Think back just a few months – the word ‘Brexit’ hadn’t entered our lexicon - now it is probably used by the media more than any other word we’ve coined in recent years!

Immediately after the Referendum votes were counted and the results announced, the Stock Market – led by the FTSE 100 - fell as dramatically as the REMAIN campaigners had predicted. It wasn’t just in this country that the markets took a hefty battering – it happened across Europe and in the US too.

Just days later the FTSE 100 moved sharply upwards – markets in Europe and in the United States also recorded gains. Even Athens reported a gain! However, the FTSE 250 - which is undoubtedly a more accurate indicator of the UK economy - was still 4.5% down (post Brexit) on 1st July.

It would be ridiculous to believe the upheaval is over. In a sense, we are enjoying a honeymoon period prior to the UK triggering Article 50 – part of the Lisbon Treaty which lays out the processes and structures by which a member country can leave the EU. It would suit the UK to delay Article 50 but the decision isn’t ours and the EU has already stated a case for speed. In the meantime, Cecilia Malmstrom, the EU Trade Commissioner, has stated that the UK cannot begin negotiating trade deals with the EU before it has left.

Post the immediate panic - with a degree of stability restored for the present - every business sector remains on high alert and that includes the equestrian industry. We import a lot of saddles, most especially from Italy, France, Germany and Switzerland. We also import – in lesser quantities – from other EU countries. Imports from other parts of the world have increased in line with improved

skills and materials.

Looking at the bigger picture, we are big importers and the UK market is important to the EU. Of course, the statistics undoubtedly place saddles amongst the small fry in overall import terms but we’re still an important market as far as European manufacturers are concerned. Examining the other side of the coin: we export UKmade saddles to Europe but our biggest market is almost undoubtedly the USA. Anyway, it is obvious that manufacturers on both sides of the channel will welcome amicable trade deals that satisfy all parties. In the meantime, we need to stop being bashful, set out our stall and believe the Europeans will welcome amicable trade deals that satisfy all parties.

No matter how the markets fluctuate in rollercoaster style, one thing remains constant. The UK – primarily England (largely the West Midlands town of Walsall) is home to some of the best saddle-makers in the world.

We are sometimes guilty of believing that everything made in Europe is better, more elite – and infinitely more desirable. I probably understand the worldwide saddlery industry better than most people and I know the saddles made in this country stand up to competition from all parts of the world. Interestingly, because there is a certain cache – snobbishness – attached to having a French or Italian

– or other continental saddle – horse-owners are prepared to pay higher prices. It is a fact that the very best saddles made in this country compare extremely favourably indeed with the best saddles made in Europe.

What I am hinting at – suggesting – and finally advising – is that we should pause to consider buying British.

Yes, it would be a patriotic thing to do. Yes, it would help to safeguard the economy.

Yes, it would protect jobs. But – and most of all – because we produce some wonderful saddles. Of course, it isn’t in our nature to sing our own praises or to blow our own trumpet.

After all – we’re British!

However, now is most definitely not the time to hide our light under a bushel!

Of course, it isn’t just in saddle-making that the UK excels, we produce a lot of other truly excellent products for the equestrian market. We are going to have to strengthen our existing overseas markets and develop new ones. We need to achieve the respect and admiration – the kudos and snob value – that British saddlery and other goods deserve. Goods identified with a Union Flag have to be synonymous with craftsmanship and quality, reliability and excellent customer services. Don’t let us allow the belief that we are failing to set in and depress us!

We are an island nation that covers just 0.16% of the global land area yet our economy is the sixth largest in the world making the UK enormously

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.

important in G8 and G22 terms.

Britain is a member of the UN Security Council, a member of NATO. Over 65% of our GDP is linked to trade – higher than that in many other large advanced economies including France (57%), Italy (59%) and Japan (31%) - and approaching £500bn goods and services were exported around the world (2012 stats).

Let us all commit to making the Union Flag a symbol of excellence.

August 2016 www.ebmonthly.co.uk

Equestrian 53 Business

SPOGA Horse Autumn Preview Trade stands for all!

Visitors to SPOGA Horse 2016 can enjoy extensive product ranges from all aspects of equestrian sport and activities. ❚ See the latest clothing fashions for both the horse and rider. ❚ Experience new and innovative accessories. ❚ Learn about modern developments in horse care, health and feeding. ❚ Gain a feel for novel saddlery and leather ideas taking over the industry. ❚ Have a go with the most up-to-date products making stable and pasture management quick and easy. ❚ Grab some gifts for those horse lovers at home. ❚ Take advantage of the equestrian service providers.

A complete guide Bigger, more central, more independent: Between September 4 to 6, SPOGA Horse Autumn will run for the first time in a new location and there are high hopes for success.

participation Nicole Klawunde, owner of Reitsport Klawunde said, “Both events of SPOGA horse are an absolute must for us. We use the trade fair to gather information, hold many discussions and plan for the future. It is the best opportunity to take a look beyond our own back yard, discover new products and establish contacts to new companies.”

SPOGA Horse Autumn opens its doors in Hall 11 of the Cologne Fair Ground from 4 to 6 September. This year it offers an even larger event space for more opportunities to meet up with the international equestrian sport industry in a condensed format over three days.

It is one of the world’s most important ordering trade fairs for this industry and a date on the equestrian calendar that nobody wants to miss. With more than 66% of suppliers coming from outside Germany, it boasts an impressive international standing.

Everything for the horse and rider is to be found here, from clothing, helmets, shoes and boots to saddles and bridles, grooming products, foodstuffs, accessories and services.

Fresh Location Bringing together the top names

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in equestrian retail from all around Europe, in one of the biggest trade fairs of the year, SPOGA Horse’s relocation from Hall 4 to Hall 11 provides a multitude of benefits. The hall offers new growth potential for expansions of the familiar brands and manufacturers as well as sufficient space for further new exhibitors. In total, the exhibition area is being expanded by over 10 percent, something that is already paying off as more than 400 exhibitors from over 30 countries are awaited at the trade fair. Brands attending include international key accounts such as Ariat, Bucas, Ekkia, Equiline, Horseware, Kask, Mountain Horse, Passier, Pikeur, Sprenger, Uvex and Waldhausen, but also young and fresh companies that want to be discovered.

Great Britain is strongly represented with 31 exhibitors and companies including Ariat, Charles Owen and John Whitaker.

Christoph Werner, Senior Vice President and Vice President, Trade Fair Management of Koelnmesse GmbH said, “We are delighted that we can now offer more exhibition space and as a result an even larger variety of products.”

In addition to intensive discussions and orders being placed, the new products and innovations of the industry can be discovered. The best products and companies will be distinguished with the SPOGA Horse Award 2016 in the categories Innovations, Best Sales Concept and Sustainability/CSR. The online ticket shop of SPOGA horse autumn stays open until the event but anyone who purchases a ticket early, can benefit from the favourable advance sale prices. The advance ticket sale price only applies for bookings placed via the ticket shop up to and including September 3 2016. The box office prices apply as of September 4.

Getting there

The direct connection to the Main Entrances South and East as well as the location of the hall enables short routes, makes the event even easier to reach by public transport, office premises in close proximity, and there are even numerous parking space for trucks for deliveries to the hall. The exhibitors and visitors will benefit equally from the exclusive location. Furthermore, the location underlines SPOGA horse’s independence from the international garden trade fair, SPOGA+GAFA, which is held simultaneously.

Those who plan their visit to the international trade fair for equestrian sports early, can benefit from affordable conditions for travel and accommodation. Located in the heart of Europe, SPOGA Horse is in a logistically convenient location, with nearby Cologne/ Bonn Airport being one of Europe’s busiest commercial

airports. Cologne-Bonn Airport can be reached by plane in about 60 minutes from many major European cities, such as Copenhagen, Berlin, Paris, Prague, London, Munich, Milan, and Zurich. The exhibition centre can be reached quickly and easily from the airport.

In addition, high-speed ICE trains connect the airports

“The new products and innovations of the industry can be discovered” in Düsseldorf, Frankfurt, Amsterdam, and Brussels directly to the exhibition centre.

Special rates for international flights to Cologne - but also to Dusseldorf and Frankfurt - are available through the SPOGA website.

For those arriving by car, ten highways lead into Cologne’s

beltway, which brings you directly to the exhibition centre without junctions or traffic lights. Simply follow the green signs marked Koelnmesse. There are about 14,500 parking spaces around the exhibition centre. Free shuttle buses run from the car parks to the entrances.

The trade fair city Cologne offers many sights worth seeing combined with a great deal of culture creating a perfect framework for any visit. Discover the impressive city through tours, excursions, and boat tours. Visitors can look forward to a host of sights and cultural highlights such as the Cathedral, Romanesque churches, the historic city hall, museums, parks and gardens, architecture, and design.

SPOGA Horse stands for ‘Passion & Profession’ and anyone who is looking for new products, new contacts and new impulses, should definitely make sure they come to Cologne in the Autumn.

enjoyable visit Julia Hornig of Classic Dressage said, “Thank you for helping organize a great trip to SPOGA Horse. The generosity of the fair to pay for our hotel and transport made all the difference and the trip was very beneficial.”

Matchmaking365 Matchmaking365 is a mobile app that allows visitors and exhibitors to locate matching suppliers, producers and distributors in the run-up to the trade fair as well as during their visit. Gain valuable business contacts as a trade visitor and benefit from precise information, attractive offers, being able to schedule meetings for the trade fair and the ability to present a business and its products to the rest of the Matchmaking365 community.

to SPOGA Horse Autumn 2016

Admission Prices Day ticket, advance sale €26.00 Day ticket, ticket office €44.00 2-day ticket, advance sale €40.00 2-day ticket, ticket office €54.00 Season ticket, advance sale €53.00 Season ticket, ticket office 65.00 EUR

Opening Hours For visitors Sunday: 09:00 a.m. - 06:00 p.m.

Monday: 09:00 a.m. - 06:00 p.m.

Tuesday: 09:00 a.m. - 05:00 p.m.

For exhibitors Sunday: 08:00 a.m. - 07:00 p.m.

Monday: 08:00 a.m. - 07:00 p.m.

Tuesday: 08:00 a.m. - 06:00 p.m.

August 2016 www.ebmonthly.co.uk

Equestrian 55 Business

Driving Traffic to your website Once you’ve built your site, the next step is to get visitors to it!

Y

ou commissioned a super shiny new website – your developer worked diligently for what may have been months, listening to your every instruction as they slowly perfected your online presence.

It looks great... and, some months since launch it seems, well... really rather quiet.

Many businesses presume that once the website build is complete and it goes live that customers will be able to find them online – yet driving traffic to your online presence is a seriously time-consuming business, and is very much an art form in its own right.

According to E-consultancy ‘61% of consumers will use a search engine to aid product research prior to purchase’ and CNET reveals that each and every day Google processes 500 million searches.

Search engines are an essential and significant driver of traffic to websites. It’s clear that if you want traffic, you must focus your

56 Equestrian August 2016 Business www.ebmonthly.co.uk

efforts on gaining attention from the likes of Google, but how, exactly, do you do this?

Five essential tips for climbing the ladders of those illustrious search engines

1

Links They’re the backbone of the internet Whilst Google releases relatively vague insight into how they judge the worth of a website, no one understands exactly how search engines value a website.

The one thing that is known however is that websites are assessed by both the number of links that they have leading to their website – as well as the quality of these links (which is defined by the perceived reputation of the websites linking in). These links also help the search engines’ ‘spiders’ (more commonly known as

programs) crawl through your website; whilst doing so they’ll effectively remember key pieces of information – such as the keywords you’ve used in your page (which are then compared against the terms that people are searching for in order to serve up relevant results).

You can gain some initial links through places such as online directories (including Yell.com, Google Places, Cylex UK and FreeIndex), as well as from blogs and forums through

commenting. That said, links from the latter two forms of websites should be paid due care and attention. These have historically been abused by Spammers, and the potential of damaging the potential of your website’s position is far greater than the possibility of a boost (you can find out more on Google’s official stance on this via their guidelines).

Of far more value, compared to any of these options, are links in from fellow industry leaders, experts and relevant websites.

websites – and some experts have stopped recommending it all together. However, given the little that is officially known as to what helps rankings, there’s no harm in submitting your website – it may provide for an SEO boost, but if it doesn’t, it certainly won’t harm your ranking.

Here are the links if you wish to submit your website: Google powers AOL, Netscape etc.

Yahoo (Free Registration Required) - powers AltaVista, AllTheWeb etc.

MSN

5 The question then is how you seek out these juicy links – for which, we move on to point two.

2

Content It’s considered king as far as search engine position goes Requesting links from those who can influence your target market and boost your website position can be time-consuming and overly frustrating. Yet the one golden rule of content is that if you truly create material that is invaluable to your audience, then naturally the links will follow.

A prime example of this is the blog post you’re reading right now – this item continues to climb in rankings purely because it serves a real and useful purpose to its readership.

far too in-depth a topic to cover in this point alone, the take away here is to undertake a concerted effort to craft a social media strategy that gets people talking, engaged with your brand and arriving at your website.

4

Submit to the mighty powers that be Submitting your website to the search engines is a way to ‘tell’ Google, Bing and others of your website’s existence.

However, in recent years submitting to search engines has increasingly lost its importance

Tapping into the technicalities Once on your website, every visitor has the potential to impact your future search engine rankings. Why? Because search engines effectively ‘track’ what users do when they click on that blue link and arrive at your door.

Metrics such as average page visit duration are key to search engines learning about whether or not they’ve done well in presenting a useful link, with a further vital metric being the Click-Through rates that your listings enjoy (represented as a percentage of the people who went on to visit your website after seeing you turn up in the search results).

Bonus tip: It’s also an essential to ensure that your website presence is mobile friendly (if you’re not sure, you can check

using Google’s ‘Mobile Friendly Test Tool’).

Need a helping hand?

Nothing in business life comes easy – least of all conquering the often slippery slopes of the most influential of search engines.

It takes time, dedication and research that goes far beyond this basic introduction to SEO. If you’d like a helping hand with expertise that has been years in the making, then perhaps you should talk to WiserWeb. Our services can allow you to focus on the other elements of your commercial life – such as handling the rise in enquiries, orders and new customers that comes along with securing a respectable search engine position.

Wiserweb is a web design company that is not only able to update your website, but also ensure it takes advantage of other channels to truly promote your website as a whole, such as SEO services and social media promotion. If you would like to know more contact Darryl on +44 (0)1953 852939 Email: darryl@wiserweb.co.uk or view www.wiserweb.co.uk/ equestrian

3

Getting sociable It’s increasingly important Whilst we began this piece by stating that search engines deliver significant amounts of traffic, research suggests that social media referrals are now driving more of the overall referrals and traffic from social networks is far more likely to be ‘warmer’ than the cold customer who arrives from the search engines, with little to no knowledge of your brand.

What’s more, search engines are placing more and more weight upon the social media presences that are linked to the websites that they can potentially serve up to eager searchers.

Whilst social media strategy is

August 2016 www.ebmonthly.co.uk

Equestrian 57 Business

A View from PressPoint

Rethinking Rule 40 The Olympics is one of the most effective international marketing platforms in the world, reaching billions of people, but away from the limelight Olympic Charter’s Rule 40 is undermining the value of established UK equestrian sponsorships.

T

he run up to the Olympic Games ought to be filled with national pride, excitement for what’s to come and an opportunity to wish Team GB all the best, but Rule 40 is quite successfully taking the shine off.

Between July 27 and August 24, otherwise known as the ‘Games Period’, advertisers have a blanket ban on using any information from Olympic competitors, including travelling reserves.

The rule has been developed to protect the official Games sponsors, who are already limited in the amount of branding they can have on show in the stadiums – with only one small identifier for the team’s kit manufacturer allowed. Due to this, the bulk of the value of an Olympic sponsorship is created through association with the Games via advertising. Rule 40 gives official sponsors exclusive associations with the athletes during the Games Period but this is of no use to companies who have already

58 Equestrian August 2016 Business www.ebmonthly.co.uk

spent a lot of money in nonOlympic years supporting specific individuals.

The limits imposed by Rule 40 are quite draconian in their nature, with bans on the usage of an athlete’s image, name or performance in any type of advertising including print, online and digital (social media and in mobile apps), broadcast, outdoor, as well as any personal appearances during the Games Period.

As Rule 40 applies to the athlete, rather than the advertiser, breaking any of the guidelines can be seriously damaging. While sanctions are flexible, they can have terrible implications, including removal of accreditation for the Games and disqualification! Other than legal recourse against the athlete, the advertising campaign will inevitably need to be withdrawn, causing wasted costs and negative PR – huge risks for any brand.

That said, the governing bodies

slackened the rules for London 2012 in recognition of the important role personal sponsors play in an athlete’s career! This relaxed ruling allowed athletes to appear in personal sponsor’s advertising subject to certain conditions. Since 2012, it seems the London legacy has lived on for not just athletes, but also brands, as now non-Olympic partners can use athletes in advertising in two scenarios: deemed consent and Rule 40 waiver.

As a general rule, in order to qualify for deemed consent, an advertising campaign (featuring an athlete competing in the Games Period) must have commenced and been continuously marketed at least four months prior to the start of the Games Period.

Nevertheless, this still carries an array of qualifying measures, most importantly the ban on creating an association with the Games, Team GB or the Olympic Movement. Understandably, the Olympic trademarks, motto and

rings (as well as the Rio 2016 marks) aren’t allowed to be used, but neither are using official hashtags or re-tweeting any Team GB or athletes posts! Add to this the restriction on referring to any athlete’s performance – including any congratulatory messaging – the whole idea of Rule 40 comes across as ridiculous!

The changes that occurred for the London Olympics show that someone in the chain of command feels that Rule 40 is flawed, but how long will it be until the ruling is completely rethought? It’s all well and good acknowledging how beneficial long term sponsors have been throughout an athlete’s career, but what use is this when you can’t celebrate an Olympic medal with them?

‘Boo, hiss’, says PressPoint.

The Fine Print Rule 40 of the Olympic Charter states that: “Except as permitted by the IOC Executive Board, no competitor, team official or other team personnel who participates in the Olympic Games may allow his person, name, picture or sports performances to be used for advertising purposes during the Olympic Games.”

When it comes to getting your message across and sharing it on social media

We’ll make your point.

Many companies aren’t taking full advantage of the communication and commercial opportunities presented in this new digital age by content generation and social media.

Often, companies cannot commit the necessary time and internal resources needed to create compelling, exciting and relevant content, and to share the right message, with the right audience at the right time.

Or worse still, they’re not doing anything at all.

PressPoint’s content creation and social media services give you the confidence that your content strategy is in the best of hands, so you can concentrate on what you do best – running your business.

Point made?

Straight to the point marketing since 1984 01953 851513 | mail@presspoint.co.uk | www.presspoint.co.uk August 2016 www.ebmonthly.co.uk

Equestrian 59 Business

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60 Equestrian August 2016 Business www.ebmonthly.co.uk