December 2011 by Presspoint Media Ltd

Inside this issue Features 12

WINTER AILMENTS

STABLE HYGIENE

STOP AND SEARCH

Preventing winter worries Be ahead of the game Security tagging explained

Regulars 4

WALK ON THE WILD SIDE

UK NEWS

QUESTION TIME

LAUNCH IT

LET’S TALK PRODUCTS

SECRET SURFER

Ask before you act

The latest industry news Retailer opinion

Products hitting the shelves Short boots

Websites on show

Contact US Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK T: +44 (0)1953 850678 F: +44 (0)1953 851936 E: enquiries@ebmonthly.co.uk W: www.ebmonthly.co.uk Editor – KATE HANNAM E: editorial@ebmonthly.co.uk Fellows Media Ltd Mark Brown mark@fellowsmedia.com Jan Allen jan@fellowsmedia.com T: +44 (0)1242 259249 Design – HOLLY TODD @ PressPoint E: graphics@presspoint.co.uk Disclaimer

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Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business Monthly 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.

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December 2011

Equestrian Business Monthly

EDITOR’S COMMENT

Seasons greetings and goodbyes It’s hard to believe I know, but it’s almost the end of another year. Christmas shopping is now in full swing, but hopefully you will find the time to take a break and relax over the festive season. 2011’s been a tough year for retail, so enjoy the chance for a rest if you can!

In the meantime, make the most of Christmas as an opportunity to score some brownie points, greeting customers new and old with festive cheer to increase the chances of repeat business for 2012. Send a Christmas card to your database thanking them for their custom and reminding them of any offers or gift ideas, plus your opening times over Christmas and New Year, or perhaps host a shopping evening and invite customers to enjoy a glass of mulled wine and mince pie as they browse your festive merchandise. One shop I went to last Christmas was giving out a small ‘present’ with each sale (a candy cane in fact, which immediately made that shop very endearing to myself). Consider trying a similar approach to spread some goodwill – perhaps using chocolates or sweets, prettified horse treats or even a little branded item such as a key ring or calendar. It’s the little things that count! Think about decorations too (no bah-humbugs here please). Perhaps keep tinsel to a minimum, but you could experiment with fragrances to evoke a Christmas spirit

(without going too overboard) – apparently many retailers find that pine is a popular festive aroma. Use the ‘decks’ too to highlight different gift ideas to encourage more people to buy, including items that might make good gifts for non-horsey family members (and pets) too so that no-one is left out come Christmas morning.

As the end of the year approaches, it’s also time for me to say goodbye to Equestrian Business Monthly, as I am moving on to pastures new. The past year and a half has been a really exciting one for me – the launch of our new-look design in time for BETA International in February in particular was a real highlight, we’ve also had some great feedback about new features such as Secret Surfer and Question Time and new columnists Mike Potter and Suzanne Wild, as well as the regular editorial features of course. I will certainly miss the magazine and the team in the office, but am looking forward to the next challenge and know I am leaving the magazine in capable hands!

I’d like to take this opportunity to thank you all for your continued support of Equestrian Business Monthly. 2012 looks like a really exciting year for the magazine as it enters its next decade of publication, with a fresh face on board to bring new ideas and add their own dimension to the content. Our aim is to keep up with the times, stay relevant and bring you features that are interesting, informative and upto-date – which is even more important during these difficult times. So watch out for new features next year. Lastly, I wish you a Merry Christmas, a Happy New Year and a goodbye for now!

Don’t keep your thoughts to yourself! - email editorial@ebmonthly. co.uk or write to Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich NR9 4NN

Kate Hannam

WALK ON THE WILD SIDE At the time of writing there’s a regular Saturday night argument in our house; is Janet better than Frankie? So we switch over…then there’s Nancy; OK, I know she can’t dance but that’s OK because others have that covered. I love Nancy! Stay with me on this one reader – I’m getting there… We started Fuller Fillies nearly 6 years ago; we developed the idea because I couldn’t find any clothing that fitted my ample curves let alone allowed me to breathe enough to ride a horse. As a then 40-year-old, plus-sized, horse rider it would have been fair to assume I was typical of the consumers we wanted to attract however; long experience in Business Consultancy told us that we needed to ‘go to the market’ and ask these ladies what it was they wanted from Fuller Fillies. This proved to be vital to the success of our Company because, as a designer with a 4

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very feisty personality I would otherwise have dressed our fans (or ‘Fluffy Lillies’ as we call them), in the whole rainbow! As it turned out, the Ladies who were our ‘early adopters’ were quite Conservative – and the capital C is no mistake! “We just want to have what everyone else has, black, navy and beige jodhpurs please!” But it was “We don’t show,” that lead us astray; we failed to ask why and as it turned out the ‘why’ was that they couldn’t find a show jacket to fit. We asked - eventually, and now have a showing collection that out sells the more casual stuff. Thankfully, as their confidence in us has grown we now have colours and patterns too; luckily, we didn’t make the mistake of assuming our American sisters would be the same – they’re not; they LOVE their bright ‘colors’, and of course, the checks sold supremely from the start… The reason I’m telling you this story is to get a simple December 2011

but business-critical message across; taste is, by nature, very unique; if a customer tells you, “It’s a pity this jacket doesn’t come in navy…” don’t assume they don’t like brown and therefore base your future buying on the premise that ladies in your area never wear brown; ask why they would prefer it in Navy – ask why the brown isn’t suitable. You might be surprised at the answers they give you and it could save you some costly buying mistakes! And if you’re reading this and thinking “well I know my customers don’t like brown,” you probably own the store that our FD visited last year to be given this very message… interestingly, we researched this assertion with your nearest competitor and guess what? They sold more brown jackets and jods than any other colour. Maybe this explains why you don’t sell brown in your store – or maybe it’s because you don’t truly understand what your customer wants?

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Rudyard Kipling wrote: I keep six honest serving-men (They taught me all I knew); Their names are What and Why and When And How and Where and Who. Ask me WHY I like Nancy and I’ll tell you she makes me laugh – and because they did their research well, the BBC will reap the rewards when I vote for her. Although I fear, by the time you read this, Nancy will have danced her last Tango…

Suzanne Wild is designer and managing director at Fuller Fillies.

UK News A round-up of the UK’s equestrian trade news Alltech to fund new Olympic Legacy initiative The British Equestrian Federation (BEF) and the British Society of Animal Science (BSAS) is set to revolutionise the way in which the horse industry integrates with academic establishments under their new initiative – funded by Alltech. Advancing Equine Scientific Excellence (AESE), as the project will be know, is now live and will be rolled out in three stages – beginning with its inaugural roadshow on 7th December 2011. Held at Warwickshire College, Moreton Morrell, the series of roadshows will be unveiled across the country throughout 2012 and 2013. The roadshows will be supported by training provided for

lecturers, tutors and researchers, while students on both equine and non-equine related courses will be able to collaborate. The shows will focus on study design and statistical analysis and there will be scope for some largescale projects to be undertaken which will help to inform the horse industry and provide fruitful research projects for students. AESE aims to help deliver the aspect of the London 2012 Equestrian Legacy Plan, which refers to the linkage between sport, industry and the academic world. Administrative support is funded by BEF and BSAS. For more information visit www.bef.co.uk

2012 PagePlay Equestrian Social Media Awards nominations open On 15th December the awards will once again open to the public as they vote for their favourite equestrian businesses, personalities, charities and brands in the world of social media. The ten in each category with the highest number of unique supporting statements will go through to the finals, where they’ll be subjected to strict engagement criteria such as how quickly they respond to comments, post original content and demonstrate good online etiquette. This year’s awards, which will see the finalists announced in January, will include regional categories, based on the FEI’s regional groups. The winner in

each region will be judged by the FEI to decide the overall global winner. FEI President, HRH Princess Haya says: “The FEI is delighted to be part of the 2012 ESMAs and looks forward to judging the international categories from the online equestrian community.” In the spirit of social media, finalists will submit their acceptance speeches online for inclusion in an online award ceremony. This allows everyone to attend the award ceremony via the PagePlay Equestrian Social Media Awards’ YouTube channel in late February.

UK News

BETA conference received positive feedback

IPAC award nominees

More than 70 delegates attended the 2011 BETA Conference, at The Belfry, near Birmingham on 17th October. Talks were heard from Bauer Media group commercial director Charlie Brookes, Laura Coffey, an investigations executive from the Advertising Standards Authority, Tim Hadaway, sport competition manager for equestrian events on the London 2012 Olympics organising committee and Julia Andrews of Kate Negus Saddlery. Topics included: demystifying digital advertising, the do’s and don’ts of creating an ad

Horse&Rider and PONY magazines have been short-listed for The Periodical Publishers Association (PPA) Independent Publisher Awards 2011. The awards ceremony, which will be held on 6th December 2011 at Vinopolis, London, could see Horse&Rider take home the title of Consumer Magazine of the Year, and PONY, Media Brand of the Year. Candidates are judged on audience retention or growth, competitive positioning, commercial results, outstanding editorial and design and a sure understanding of the needs of the audience – among other things. While the Media Brand award will be based on the brand that has most successfully been extended across one or more channels (print, online, face to face, broadcast, mobile, other digital), and has shown most assurance in responding to the changing dynamics of its market. Group Advertising Manager, Abi Cannon has also been shortlisted for Sales Person of the Year and Signature Publishing Group – the publisher of both titles, short-listed for the Independent Publishing Company of the Year.

campaign, opportunities for the sport and wider industry as a result of the Games and tips on effective visual merchandising in the retail environment. “The conference aims to provide the perfect opportunity for delegates to meet up, make useful contacts and learn something new – and, from the extremely positive feedback we have received, it certainly did,” says BETA executive director, Claire Williams. Many retailers who attended the AMTRA-accredited conference earned valuable CPD points.

Grand National: new regulations The British Horseracing Authority (BHA) has published its review on the Grand National – The Grand National: A Review of Safety and Welfare. The aim of the review is to continue to enhance the safety and welfare of the Grand National and its course, while retaining the race’s uniqueness. The group responsible for the suggestions considered statistical data and technical information and liaised with representatives from the Aintree Veterinary Team; the Jockeys and the Professional Jockeys Association; Racehorse Trainers, the National Trainers Federation and animal welfare organisations, including the RSPCA, SSPCA and World Horse Welfare before publishing its opinions. It covers issues such as the condition of the racing surface, the structure and design of the Grand National course fences, race day procedures, on-course veterinary and medical 6

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services, and the eligibility of both jockeys and horses to take part in the Grand National. The minimum age of horses eligible to be entered in the race is to be increased from six years to seven, all horses must have previously finished fourth or better in a Steeplechase under Rules of three miles or further and existing raceday veterinary inspections (carried out by Authority Veterinarians) of all horses running in the Grand National will be extended to all races run over the Grand National fences. The full review can be read at: www.britishhorseracing.com

December 2011

Hilton joins hands with Amazon Hilton has announced its new partnership with internet giant, Amazon.co.uk. Products from its dog, cat, poultry, and racing pigeon ranges are now available on the website. “We feel that having our pet products available on Amazon will give our customers greater choice and the exposure our products will receive has immeasurable value given Amazon’s pole position in the online marketplace,” says sales and marketing manager, Heather Giles.

Equestrian Business Monthly

UK News News In Brief

New home for Edgemere Cheshire-based equestrian retailer, Edgemere, has moved to a larger, purpose built premises in Malpas. Since its birth in 2003, managing director, Paul Hill has also developed a UKwide wholesale business and a website. “We have had to stay ahead of the market, making it easier for the customer to shop while delivering realistic price points on our products,” says Paul. “We have greatly improved product displays so customers can shop easily, compare products and select exactly what they need.”

Jane Hern steps down The Registrar and Secretary of the Royal College of Veterinary Surgeons, Jane Hern, will be standing down at the end of the year. After 15 years in the job, Jane has decided that it is time to move on and pursue other interests.

Obituary – John Blackmore John Blackmore, the former secretary of the British Horse Society (BHS), sadly passed away on 1st October aged 94. Mr Blackmore was also an “efficient and popular” secretary for more than 20 years of the Royal International Horse Show at White City and Horse of the Year Show. He joined the BHS as show secretary while it was based in Bedfordshire and in its early years at Stoneleigh.

Diamond Jubilee Pageant Next May “The World Comes To Windsor” event will mark The Queen’s Diamond Jubilee, celebrating the 250 state and Commonwealth visits The Queen has made during her 60-year reign. Five hundred horses and 800 performers from 17 countries will gather at Windsor Castle for the show. Visit: www. diamond-jubilee-pageant.com.

Fellows Media partners Equestrian Business Monthly We are delighted to announce that with effect from the January 2012 issue of EBM, all commercial advertising will now be handled by Fellows Media Ltd in Cheltenham, Gloucestershire. The team at Fellows Media have been working within the equine trade for nearly ten years and already work with both The British Horse Society and British Riding Clubs on their magazines. Mark Brown, Sales Director at Fellows Media, told EBM: “We are really excited to be working with Equestrian Business Monthly. It is a fantastic magazine which perfectly serves the needs of the trade. It sits well amongst our equestrian portfolio and will allow our advertisers to reach a good balance of both trade and consumer customers.”

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To discuss your campaigns for 2012 or for more information, contact Mark Brown or Jan Allen at Fellows Media on: +44 (0)1242 259249 or email: mark@fellowsmedia.com or jan@ fellowsmedia.com. All editorial should continue to be sent to: editorial@ebmonthly.co.uk.

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December 2011

Equestrian Business Monthly

UK News

Equine welfare training course for local authority of the course. “The training was provided free of charge by The Horse Trust as we feel it is important that local authorities have access to equine welfare training, which may otherwise be unavailable to them due to funding,” adds Liane. Inspectors were taught how to catch and handle horses in order to examine them, given instructions on how to conduct a welfare assessment, informed about common conditions that can compromise welfare and the specific needs of foals and geriatric horses.

A total of 30 local authority inspectors from across England attended The Horse Trust’s two day Equine Welfare Assessment and Handling Course. The course took place at Bransby Home of Rest for Horses’ centres in Leominster and Lincoln at the end of October. “The training provides inspectors with the skills needed to effectively investigate equine welfare concerns identified on commercial and private premises, at markets or sales and during transport,” says Liane Crowther, welfare development manager at The Horse Trust and organiser

The course also held presentations on assessing the welfare of tethered horses, the risk posed by exotic equine diseases, management of endemic equine diseases and how to recognise a forged horse passport. “The agenda was extremely well balanced and informative and the speakers were experienced, knowledgeable and enthusiastic, which was reflected in the way the attendees reacted to the sessions,” says Graham Capper, senior enforcement officer at Wrexham County Borough Council.

UK News

Customer service award for SEIB South Essex Insurance Brokers has won the Customer Service Provider of the year award at the national Insurance Age UK Broker awards. Held on 9th September 2011 at The Brewery, London, the company was successful after being nominated in July. The award was presented after SEIB provided an impressive service across the board and in particular for the service, innovation and care provided to its equine clients.

Ashtree secure new business

Shearwater finds its winner

Newry-based Ashtree Showjumps has secured over £30,000 of new business over the past six months. Based in Northern Ireland, the company, which manufactures and supplies mobile equestrian jumps and cross country fences to riding clubs, hunt clubs and trade outlets throughout Ireland and the UK is newly established by Seamus Taggart. The export success follows a £36,000 investment by the company, aimed at growing sales in ROI, a key target market.

Ashtree Showjumps is developing new promotional materials, exhibiting at trade shows and undertaking market development visits as part of the overall investment. So far the company has received a positive response and secured a number of sales while exhibiting at the RDS Dublin Horse Show in the summer. Ashtree Showjumps plans to appoint two additional full time production staff, to help meet the anticipated increase in business over the next three years.

Leicester based amateur event rider, Clare Stringer, has been awarded the Shearwater Insurance training bursary worth £500. The search began earlier this year when Shearwater launched a nationwide campaign, which received hundreds of applications. The judges believed that Clare showed dedication and passion for the sport. “Whilst it was a tough choice to make, Clare’s enthusiasm shone through and she proved that she understood

have orders for, surely most of the risk is being taken by the retailer. In the current economic climate if they are taking most of the risk it’s no surprise that retailers are only ordering one or two of a product, especially with many suppliers insisting on large forward orders with the supplier dictating sizes, quantities and delivery dates with little regard for the needs of the retailer especially from a cash flow view. The margins in the equestrian trade are poor compared to other trades and do not allow shops to ‘ just discount slow movers to clear them’.

need to improve their staff sales skills, not just customer service. An improvement in these three areas by retailers would have a positive effect for all of us rather than just laying the blame at the retailer’s door and telling them to order more stock

Shearwater as a brand.” says Jeremy Lawton, managing director of Shearwater. Claire ‘competes for the fun and love of the sport’ and was ecstatic to have been selected “I will feel very proud to wear their logo when competing,” she says.

Letters The right mix The gist of Suzanne’s comments seems to be that retailers must better support UK suppliers by buying more stock otherwise the suppliers will have no option but to deal direct with the public and eventually may do with out the retailers at all. One consistency in every trade I have ever been in is that no customers equals no business. Customers are your business. So to say that suppliers must be given the support they deserve because without them retailers will have no business is really the tail wagging the dog. We all need retailers to order more stock. But it’s unfair to say that they should advance order large quantities from suppliers to share some of the risk. As many suppliers are actually importers as they only bring in what they 8

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Yes some retailers are poor at stock control and this does have a negative impact on their ability to generate the volume sales. Much of the equestrian retail trade could also improve its merchandising skills for the same reason. Also many retailers December 2011

Suppliers should have a dialogue with retailers with regard to how the retailer wants to buy and adapt where they can, to meet this. The best sales environment for generating the volume sales suppliers require is a large number of well run retail outlets and always will be. If suppliers think they can cut out the retailer all together and only deal direct with the public then ‘ crack on’ and see where it gets you. However, if you tell your customers you can do without them, don’t be surprised if they decide to do without you. M Potter

Equestrian Business Monthly

Market decisions I refer to Suzanne Wild’s column in November’s issue. I would like to point out that no approach was made to the British Equestrian Trade Association (BETA) in respect of Zebra Products opening a clearance outlet in North Wales. Ms Wild’s claim of ‘BETA’s seemingly less than sympathetic stance’ was both unjustified and incorrect. BETA represents the trade and its members but does not tell any company how to run its business. Zebra Products is not a member of BETA so no response would have been appropriate. Simon Middleton from Zebra Products is entitled to act as he feels justified. If retailers are uncomfortable with the way he conducts hisbusiness there are many other alternatives. In the end market forces will decide. Ian Silman, Equicraft Saddlery Chairman, BETA Retail committee.

UK News

Olympic surface still not approved After two rounds of testing, showjumpers are still not happy with the surface that will be used at the 2012 Olympics. Olympic organiser LOCOG confirmed that work will be done before the surface is tested for a third time later this year – it will again be tested on a raised platform to replicate the real thing. Riders were said to have been unhappy with the surface at the official Olympic test event in Greenwich Park back in July, complaining that it was ‘heavy’. The surface was again tested by several showjumpers at the Horse of the Year Show (HOYS), who reported similar problems. A

spokesman for LOCOG said: “We have listened to this feedback and will continue to work with the FEI and representatives of the international riders’ clubs to achieve the best possible solution for 2012.” Around 7/8,000 tons of surface will be required for the arena and warm-up areas at Greenwich next year for 12 out of the 13 days of equine competition that will take place. LOCOG has said that it is not currently looking for a new supplier. John Roche, FEI’s jumping director expressed his ‘full confidence’ in LOCOG’s ability to produce a suitable surface by 2012.

New appointments America brings Hope to the board Hope Birsch of Maryland Saddlery, Inc., Butler and MD, will join the 2012 American Equestrian Trade Association (AETA) board of directors. “We are very pleased to welcome Hope and our returning Board members in their new roles,” said President of AETA, John Craven. “We look forward to a productive year as we work to build our organisation and support manufacturers, retailers, sales representatives and other partners through trade show participation and other programs.” The full 2012 Board – consisting of eleven board members and officers will assume their duties in January 2012.

Redpin does its bit for graduates Claire Riley is the latest recruit at Redpin having joined the company in October. Joining as the regional sales manager for All Horse and Welsh Rider magazine, Claire has spent the past year training horses in Africa and America. She graduated in 2010 and has a 2:1 honours degree in Equine Management. “It is fantastic to be working for a company that is so forward thinking and has a defined development plan,” says Claire. Briony Simpson was appointed by Redpin as the regional sales manager for Ridgeway Rider and East Anglia Rider magazines in July, after graduating with a 2:1 honours degree in International Equine and Agricultural Business Management. “My time spent at the Royal Agricultural College (RAC) has provided me with a wealth of knowledge that I am already using in my role here at Redpin,” says Briony.

New Area Sales Manager for Hemp Technology Hemp Technology Ltd has appointed Rose Bacon as area sales manager. Rose has a wealth of experience in the equine world, having completed a National Diploma in Horse Management, gained her BHS Riding and Care exams (1 and 2) along with her Preliminary Teaching Test. She has also completed a BSc in Equine Sports Performance. “The company is growing at a phenomenal rate and I am thrilled to be part of the team making this happen,” says Rose. www.ebmonthly.co.uk

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Question

Sponsored by Let’s Talk horses www.letstalkhorses.co.uk Your portal to the equestrian world

Time

In this new feature, Equestrian Business Monthly gives retailers the chance to have their say on the current issues affecting their business. To see more of the responses visit www.ebmonthly.co.uk.

Q: What is your opinio n on wholesalers selling di scounted pr oducts to the cons umer direct?

Name: Sue Hodnett Company name: Pet-stuff

Name: David Oldroyd Company name: Talking Tack UK

Name: Wayne Munday Company name: www.countrysmiths.co.uk

I think that wholesalers selling direct to the public undermines the whole retail base. Customers will come to us for a look see, and a try on, and then go back to the wholesalers for purchase. We are left with buying in stock which doesn’t move as fast as it should,

I think the wholesalers will regret their short-term gains, as with the supermarkets, they may see increased profit in the short term and then one or two will emerge much bigger than the rest and they will put most of the wholesalers out of business as well. What none of them will realise is that unlike selling food, their products, which

Wholesalers selling directly to consumers is called intermediation and wholesalers like any other business are entitled to explore increasing revenues and margins but it needs to be a level playing field. At the core of intermediation is the fact that wholesalers are completely reliant upon third party retailers selling products on their behalf. In return wholesalers allocate marketing budgets towards supporting the trade customer by providing product training, advertising and marketing materials, road shows and incentivised discounts on sales volumes. The issue of whether the wholesaler sells directly to consumers appears to be threefold. Firstly, does the wholesaler buy well and have product ranges that sell well? Secondly, does the wholesaler have effective methods in place to sell slow moving or end-of-line items? Thirdly, is the wholesaler retail network shrinking or growing in terms of turnover and profitability? These would be the questions I would continually challenge. As a retailer I am opposed to wholesalers selling products directly to the consumer from the current catalogue at a discounted price. If the wholesaler decides to sell to the customer directly and pass on cost savings as discounts I would believe this to be anti-competitive

and at the end of the day, the wholesalers are going to find that there are few retail outlets around as they are going out of business – and then customers won’t even have the chance to look and see.

the retailers sell to the public, are often bespoke and fitted by the retailer meaning that they have to have actual contact with the customer, hence they will have to provide for customer contact in the future leaving them back where they started.

and in conflict with their role as a wholesaler. However, I am not opposed to wholesalers selling last year’s catalogue of slow moving goods or unsold end-of-line ranges – similar to the concept of factory outlet stores. It is only fair wholesalers seek a contributing return on their investment. We are already seeing wholesale websites with trade log in sections alongside retail sections and even manufacturers selling directly to consumers at retail prices for collection at designated retail outlets. Therefore the question is not whether the wholesaler sells to the consumer but rather how they decide to move up the value chain to achieve higher revenue and margin returns. This is an evolving space and I think there is inevitability about where this is heading. As a relative newbie to this market but based upon my experience in other markets it would not be a surprise for me to see a heightened level of M&A and investment activity over the next 12-18 months along with the emergence of new retail brand names supported by wholesalers looking to protect future retail distribution as sales channels become increasingly more diversified.

Next month’s hot topic will be: “Should supermarkets be selling equestrian goods and what impact does it have on your business?” To join the debate email editorial@ebmonthly.co.uk or Twitter @EBMonthly. 10

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AT THE SHARP END Vision and leadership Standards Not only must the business have these skills but also an understanding of the high standards required to achieve the vision. The business leader must have a clear idea of the required standard of skills and attitudes and should be able to communicate these to the staff. I’ve been doing some reading recently on the importance of vision and leadership in the success of organisations and thought it might be of relevance and interest to retailers.

Vision Everyone has a vision for their business, but it is usually generalised, with only a vague concept of the skills required to achieve this vision. A vision must take account of how it is to be achieved and who is going to be crucial in this. It is the ‘how to make it happen’ that is important – anyone can have a vision but only those that know how to get there will achieve their vision.

Skills An experience-based skills set is the main way to build a sustainable foundation for a business. The important skills which form the bedrock of retail success are those skills required on the sales floor – namely professional standards of customer care, good product knowledge and a high standard of merchandising and sales ability. Backroom skills such as stock control and accounting are important, but are not the lifeblood of retailing. You cannot stock control and account your business to success if the actual shop is poorly laid out and merchandised and staff are indifferent and unskilled. The individual responsible for driving the business forward must have these front-of-house skills and be able to impart them in others if they are to gain an edge over their competitors.

Leadership This is not only about management. Management is getting tasked base things done. It’s getting the right stock in the right place at the right time and is vital in its own right. However, most businesses focus on this and tend in consequence to be efficient at it. Therefore it does not give a business a competitive edge. For a business to succeed it must be driven by an individual leader who has the vision, inspiration and skills to make it happen. One who knows what it will take to get there and can motivate and enthuse those around them to achieve that vision. They must mentor and coach, motivate and enthuse, challenge and adapt. They lead from the front and they lead by example because they know that if they cannot be hard working, enthusiastic, professional and skilled then they cannot expect their staff to be these things. To conclude, it will be increasingly hard for retailers to survive and succeed if they don’t have a vision of where they want their business to be, plus an understanding of the skills and standards required to achieve it, and the leadership to make it happen. The unfortunate conclusion of a lot of the writers was that there are few businesses who understand this and even fewer leaders who could make it happen. I wonder how true that is of equestrian retail? Mike Potter provides sales and retail training for equestrian retailers and can be contacted on mpotter@talktalk.net

WINTER AILMENTS

In all weathers The winter weather and the regimes it necessitates can play havoc with equine health. Equestrian Business Monthly explores some of the common areas of concern to the horse owner, and some of the products they can use to prepare for or treat any ailments that occur. Products containing zinc, castor oil, lead acetate and antiinflammatory ointments can all assist with healing, however initially a scrub should be used to remove the scabs. “Hibiscrub, Iodine or Malaseb shampoo should be used, working it into a lather for 5-10 minutes,” says Camilla Jamieson, a vet at the Lingfield Equine Practice. “Once the area is clear, rinse thoroughly and dry very well – legs must be kept as dry and clean as possible,” she warns. Once a horse contracts mud fever it should be removed from particularly muddy areas while the infection heals. “Keep the horse in a clean and dry bed overnight and make sure that legs are brushed down thoroughly every day.

Winter is always a tough time for customers as the cost of keeping a horse sky-rockets. For retailers and manufacturers however, it is a time for cashing in as boggy fields cause a multitude of mudrelated problems. It is also a time for retailers to think about the stock on their shelves. Fly ointments and summer sheets should be long in storage with barrier creams, protective chaps, hoof disinfectants and clippers layering the shelves.

play in the environmental cycle of carbon, but for horses can cause numerous problems. Excessive exposure to moisture and mud is thought to be the main contributor to the onset of the disease, making stable and pasture management a main factor in prevention.

Dermatophilus congolensis Dermatophilus congolensis is behind one of the most commonly seen winter ailments in horses – mud fever. The Dermatophilus congolensis bacterium is a species of actinomycete; namely, a group of bacteria found mainly in the soil. Actinomycetes are a very hardy group of bacteria and have an important role to 12

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Although any horse may suffer with mud fever, horses with white or feathered legs are usually more susceptible, and there may also be genetic factors involved. Owners should consider clipping (not shaving) the hair on the lower leg to help prevent an infection developing, whilst using specially designed chaps or leg wraps can help protect the legs from mud when the horse is turned out. Alternatively, there is a wide choice of barrier creams, powders and mud repellent sprays on the market designed to keep the horse’s legs free from mud and moisture. “The danger with barrier type products is that you are stopping the moisture

December 2011

from getting out and trapping the infection in,” says Celia Gadd, commercial director at Equivet Animal Care products. “Our products work as a healthy probiotic for the skin, flooding the affected area with good bacteria and drying up the legs. This prevents the bad bacteria from multiplying and spreading.” Symptoms of mud fever include a ‘mud rash’ on the backs of the pasterns or fetlocks, progressing from crusty skin and matted hair to ulcerated, moist lesions, discharge, fissures and sorelooking pink or red skin. In more serious cases, the leg may be hot and swollen, and lameness may develop, and the risk is that bacteria may penetrate the skin and cause a deeper infection known as cellulitis. Advanced cases of mud fever therefore require veterinary treatment and potentially a course of antibiotics; however, for less serious cases there are a number of products to help.

Equestrian Business Monthly

Offering a ‘mud fever kit’ or a treatment and a barrier cream as a package is becoming more popular among retailers as many customers choose to leave their horses at grass due to the financial benefits, leaving mud fever as an inevitability. For horses prone to the condition or suffering with sensitive skin, customers should consider feeding them a nutritional supplement designed to support skin and coat health. Such supplements often include MSM, as well as antioxidants such as zinc to support the immune system, herbs and essential oils. The added goodness will hopefully prevent the horse’s skin from cracking and opening it up to infection and if infection should occur it should help the horse’s immune system fight it off and increase the rate of healing. “Nettle and Dandelion Root can help improve blood circulation and stimulate lymphatic function, while Kelp and Marigold help to support nerve endings and maintain skin integrity,” says Heather Giles, UK sales and marketing manager at Hilton Herbs.

WINTER AILMENTS

Best foot forward As the weather deteriorates to rain, sleet and snow, wet ground conditions can play havoc with the condition of many horse’s hooves. However, as hooves tend to grow more slowly in colder weather, and as many horses will not be being ridden as often, some owners may not be checking the condition of their animal’s hooves as frequently as they ought to – and this is something that must be addressed. “Monitoring the horse’s feet on a daily basis allows quick detection and faster resolution of any developing problems,” says Dr Scott Gravlee, equine nutrition consultant at Life Data Labs. Rosie Fell, marketing manager

at Keratex agrees and advises that owners ‘weather-proof their horse’s hooves’ if they are to live out for long periods over the winter. During winter horses stand around in boggy and muddy conditions which saturate hooves. Hooves with a high moisture content become structurally compromised in a very short time as the keratin in the hooves unwinds and lessens their strength and resilience causing water damage. “Our product prevents water damage, by preventing excess water from getting into the inner fabric of the hooves, while still allowing moisture out. As it absorbs into the hoof it does not wash off in the field so customers can be assured of 24/7 protection,” says Rosie. Stocking a selection

of preventative products is a great way for retailers to maximize return as customers whose horses are prone to winter-related ailments dread the seasonal problems it brings. Flints and other sharp stones that are usually hidden deep within the soil can easily be trodden on, resulting in punctures to the sole. Untreated punctures can become infected and develop into hoof abscesses, which can make the horse appear lame overnight. “An abscess is a cavity containing pus, which is a collection of dead cells, bacteria, and other debris resulting from an infection,” says Robert Ibbotson, marketing manager, Robinson Animal Healthcare. “Pus needs to be drained from the abscess and a vet may also need to prescribe antibiotics to clear up the infection. Once an abscess has an exit point for the pus (either occurring naturally or created by a vet/farrier) then the hoof can be polticed to help draw out pus and any foreign bodies.” Thrush is one of the most common ailments associated

with damp, wet or muddy ground conditions (including bedding). This fungal infection eats away at the underside of the hoof (particularly the frog area), producing symptoms including tenderness, a pungent and unpleasant smell and grey or black pus-like liquid. It may also cause the central groove down the middle of the frog (the sulcus) and collateral grooves to appear deeper than normal. If left untreated, the infection may permeate the sensitive areas of the frog, and permanent hoof damage and lameness may be the result. To reduce the risk of thrush developing or to treat very minor infections, the hooves should be scrubbed with a specialist disinfectant, ideally on a weekly basis. “A product that preserves the correct moisture balance in the hoof will help repel the invasion of the bacteria and fungi, thus preventing the likelihood of infection,” explains Scott. White line disease (WLD) is another potential hoof complaint during winter, and the risk may be exacerbated as a result of the

WINTER AILMENTS wet-dry cycle created by horses being field-kept or ridden during the day and stable-kept by night. Excessively dry or excessively moist conditions can cause cracks to form and a cavity may develop between the laminae and the hoof wall. Fungus or bacteria may then penetrate this gap, creating infection, which can break down the wall of the hoof. As with thrush, the best way to treat WLD is to catch it early, with an anti-bacterial and anti-fungal treatment designed to kill off infection. “Our products work by killing off the bacteria associated with WLD and then repelling it,” says Rosie. Previously creams and ointments were the only products available to customers, meaning that constant handling of the infected area was inevitable. Nowadays retailers are thinking ahead with sprays and specific applicators to reduce the risk of spreading the infection further. “Hooves with WLD need to be kept very clean and must be disinfected at least once a day. The long thin nozzle used in our disinfectant is ideal for getting into more awkward parts of the foot.” Maintaining the moisture balance of the hoof capsule is also an important part of winter hoof

The big ‘B’ Biotin is found in most dietary hoof supplements as this watersoluble B-vitamin activates production of keratin, the main structural protein of the hoof. If keratin production is limited, this can result in thin hoof walls and soles, cracked and brittle hooves and disrupted growth, and studies have shown that feeding biotin daily over a longer period of time can improve the quality of poor and brittle hooves. Biotin is synthesised by bacteria in the horse’s gut, and as most healthy horses produce all the biotin they require, a biotin-only supplement may not be the answer unless the horse has a digestive complaint. As proteins are made up of chains of amino acids, a deficiency in one or more of these can also cause hoof problems. For this reason, amino acids such as tyrosine, phenylalanine, threonine and particularly the sulphur containing methionine and 14

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December 2011

care. As a result, there are many moisturising and conditioning preparations designed to keep the hooves strong and supple. The best products should prevent the hooves from becoming dry and brittle and from absorbing excessive moisture, whilst still allowing the hoof to ‘breathe’. A hoof hardener can be applied to the soles (avoiding the frog) to provide protection from damp conditions. “A hoof hardener is ideal for horses suffering from cracked feet, crumbly soles or generally weak hooves,” explains Rosie. “It can even help with horses that are prone to throwing shoes as our product cross-links molecules within the hoof to make it stronger and better able to hold onto nails.” Poor nutrition can also be a precursor to hoof problems, and owners of horses with very poor hoof condition should consider feeding a specialist supplement to provide support from the inside. “To be effective a hoof supplement must provide a combination of nutrient “building blocks” to promote the growth of denser and more pliable hoof wall,” says Scott. These include: amino acids, omega fatty acids, vitamins, phospholipids, and minerals. cysteine are often included in these types of supplement. Cysteine is vital for a healthy hoof wall. Zinc and copper are also key to supporting keratin and connective tissue production and strength, as well as providing antioxidant properties. Those fed predominantly on forage may be more at risk, as zinc and copper are often deficient in grass and hays. As these two minerals compete for the same absorption sites, it is important to keep the ratio within the diet in check. Phospholipids and omega fatty acids meanwhile enable the hoof wall to keep moisture balance in check and maintain pliability. Oils such as soya, linseed and hemp are great sources of omegas 3 and 6, which also help give shine to the coat, and indeed many of the nutrients that benefit hoof health will also help to maintain a healthy coat and skin.

Equestrian Business Monthly

Coughs and sneezes As many horses will be stabled for greater lengths of time during the winter months, respiratory complaints are another highly prevalent seasonal concern. Keeping dust and fungal spores to a minimum should therefore be a priority, with stables cleaned on a regular basis and kept well

ventilated, retailers can help by recommending feed and bedding products that are dust extracted and highly absorbent. “Winter is always a difficult period for those owners with horses that have susceptible respiratory systems,” says Heather. “It goes without saying that these horses should spend as much time as possible outside and, in an ideal world, should be bedded on dust-free material and be fed dust-free forage.” Additional respiratory support may be supplied by providing a specialist supplement, with ingredients to help fight off infection. “Products containing herbs such as Elecampane, Liquorice root, Thyme and Plantain have soothing and expectorant properties and will help the horse eliminate mucus accumulation, which can provoke the onset of exercise cough, more easily,” she adds. For more on stable hygiene and the effects it has on horses, turn to page 18.

Joint support Joint nutraceuticals can be used as part of the longer-term management of horses with joint problems, stiffness or arthritis, designed to help repair cartilage and protect it from degradation. Two of the active ingredients

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December 2011

Equestrian Business Monthly

WINTER AILMENTS thought to assist in this respect are glucosamine – either sulfate or hydrochloride – and chondroitin, from either marine or mammalian sources. Glucosamine is an important ‘building block’ of all connective tissue, and is a type of sugar found concentrated in joint cartilage that helps to synthesise cartilage growth. Chondroitin sulfate is a major structural component of cartilage and helps to inhibit destructive enzymes and reduce inflammation. Studies have suggested that these two ingredients work best when provided together instead of separately. “GOPO is a glycolipid found exclusively in our product which helps to maintain mobility and joint function where the risk of joint stiffness is increased. Additionally, high levels of antioxidants – particularly bioavailable vitamin C, which is essential for the formation and maintenance of joint cartilage,

tendons and ligaments can have a positive effect,” says Ali Howe, equine business consultant at LitoVet.

Equine first aid Certain injuries become more prevalent during the winter months, as the horse’s routine changes to one that is more stable-bound. Colic is one complaint that can increase in occurrence. “The key to preventing winter associated colic is to make changes to routine as gradually as possible,” says Camilla Jamieson, a vet at the Lingfield Equine Practice. “This is not always easy to do, but whenever possible, change feeds over a period of two weeks and increase periods of stable time gradually. In the case of cold snaps and icy conditions when horses have to stay in, maximize long fibre intake by providing plenty of hay or haylage, soak hay and feed sloppy mashes to increase the amount of water the horse takes in. If the change in temperature is sudden then providing warm water may encourage the horse to drink, and

help prevent impactions.” Snow causes issues with many horses having to be permanently stabled to save grazing. “If horses have had to stay in and are feeling fresh for their first turnout, a mild sedative such as Sedalin can be used,” says Camilla. Although Sedalin is a prescription only sedative, retailers should be quick to stress the use of an over the counter calmer. Fed as an ongoing additive or used as a one off, calmers usually contain a form of magnesium and can help to release a normal level of adrenaline. Retailers can also stock flavoured calmers for fussy horses. Customers may also choose to put boots on their horses to prevent the risk of injury. Retailers should ensure that the breathability and wicking potentials, as well as the durability of their products is clearly displayed on their packaging. Horses living out are likely to spend large amounts of time wearing the same heavy rug so it is important that rugs are kept clean in order to prevent skin

Mud, mud go away

Winter washing

“Equivet Animal Care Products’ Speed Bac Control is excellent because it really works and is so easy to use,” says commercial director Celia Gadd. “You simply spray it onto affected areas twice a day and the healthy bacteria in the product floods the skin, making it impossible for the ‘baddies’ to multiply, thus drying and cleaning up the legs within a few days. There is no need to wash and scrub – just spray on and leave.”

Groom Away Stain Away is a rinse free stain remover, perfect for winter bathing. Made from natural ingredients, it provides quick, easy and effective stain removal. Its highly effective non-chemical formula easily frees dirt and stains without irritating the skin and leaving the coat clean and soft. The easy to use spray makes light work of travel stains and last minute touch ups on a show day.

Equivet Animal Care Products: +44 (0)1934 751226 www.equivetanimalcare.com

problems. “Rain scald is a fungal skin infection that is caused by the fungus Dermatophilus congolensis – the same fungus that causes mud fever. It can be prevented by keeping horses warm and dry, and using rugs that wick sweat and moisture away from your horses skin, and ensuring that turnout rugs are well waterproofed,” explains Camilla. Denise agrees with this approach: “Unclean rugs result in contaminated rugs, which can cause skin conditions not only for the horse but the handler as well.” When choosing a rug wash it is important to take into consideration the sensitivity of your horse’s skin. Biological washing powders, used by humans, contain enzymes and could cause irritation to horses. “Products should contain a biocide that destroys a broad spectrum of harmful bacteria – specifically gram positive bacteria,” adds Denise. “Pseudomanas Aeruginosa (a strain that can be particularly harmful to humans) is found in wet areas and in the soil, therefore it is important to destroy bacteria to avoid cross contamination.”

Flyaway: +44 (0)1384 877857 www.flyaway.ltd.uk

Winter joint protection

For the veteran

Blue Chip Joint RLF is an easy way to help protect your customer’s horses’ joints during the colder weather. This revolutionary product incorporates Glucosamine, MSM, Hyaluronic acid, Yucca and Manganese which all help to nourish the joints. Joint RLF also contains a rosehip extract, Rosa canina which contains a special glycoside that helps maintain joint comfort by limiting the number of white blood cells allowed into the joint. All the ingredients in Joint RLF are 100% natural and contain no banned substances. RRP £45.

Winter is often a tough season for veteran horses and ponies for whom the months of damp and wet are a misery! Hilton Herbs Veteran supplement contains carefully selected herbs such as Meadowsweet, Nettle, Gingko, and Burdock, to help improve mobility and maintain digestion, liver & Kidney function, and respiration in the older horse or pony. Veteran is available in sizes from 1kg with an RRP from £17.

Blue Chip: +44 (0)1142 666200. www.bluechipfeed.com 16

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December 2011

Hilton Herbs: +44 (0)1460 270701 www.hiltonherbs.com Equestrian Business Monthly

WINTER AILMENTS Water protection

Mobility assistance

Keratex Hoof Gel is perfect of this time of year as it waterproofs the entire hoof capsule, protecting the horse’s feet from the softening and weakening effects of boggy fields, wet bedding or snow. A safe, breathable waterproof barrier safeguards the hooves by maintaining the correct levels of moisture within the foot and stopping excess absorption of water. Great for hooves that soften and crack in wet wintery conditions. RRP – £12 for 500ml

Manage your horse’s diet for joint health and keep him moving this winter with LitoVet, a scientifically proven equine joint supplement. Unlike others, LitoVet is entirely plant-based. LitoVet is a rich, source of GOPO, a key component of the specially cultivated rosehip (Rosa Canina). High in antioxidants, particularly bioavailable vitamin C, essential to the formation and maintenance of joint cartilage, tendons and ligaments, LitoVet reduces the likelihood of loss of performance due to over-training and the effects of ageing is supported by clinical trials that substantiate its efficacy.

Keratex: +44 (0)1373 827649 www.keratex.com

LitoVet: +44 (0) 1452 524012 www.litovet.co.uk

No more microbes

Breathe easy

Life Data Hoof Dressing is a safe and effective topical dressing to help repel the invasion of the bacteria and fungi that cause hoof capsule problems. Life Data Hoof Dressing not only defends against these hoof-eating microbes on the surface of the hoof, but penetrates deep within the hoof wall to block these microbes at the very foundation of the invasion. Life Data Hoof Dressing is delivered into the hoof capsule by a highly penetrating base of tea tree oil.

Respirator Boost helps to keep the horse’s airways clear and supports the normal function of the capillary blood vessels surrounding the lungs. The liquid combines active ingredients that are ready assimilated by the horse as well as Echinacea to support the immune system, antioxidant nutrients to mop up toxins, essential oils of clove and eucalyptus and soothing ingredients such as honey, peppermint and lemon. Respirator Boost, comes with a full money back guarantee if customers don’t see a clear difference in their horse’s breathing within 48 hours.

Life Data Labs: +1 256 3707555 www.lifedatalabs.com

NAF: +44 (0) 8003 73106 www.naf-uk.com

Devilishly simple

Wash away skin problems

Devil’s Relief offers targeted joint comfort and more in a natural liquid that doesn’t contain phenylbutazone. Devils Relief contains Devils Claw plus other herbs all known for their natural comforting properties, combined with a high concentration of naturally sourced antioxidants.These ingredients assist resistance to the detrimental effects of aging – making it the ideal choice for older horses and those prone to impaired movement and stiff joints. Devils Relief is also economical to feed.

Help prevent skin problems with Activ Wash from Robinson Animal Healthcare. Activ Wash is a mild, antibacterial cleanser which gently removes scabs and debris caused by mud fever or rain scald. Available in a 500 ml bottle, it can be easily applied with a damp sponge. RRP is around £9.50. Robinson Animal Healthcare: +44 (0) 1909 735000 www.robinsoncare.com

NAF: +44 (0)8003 73106 www.naf-uk.com

Cough free

No need to pick

Cough Free powder is a natural formula of nine herbs and minerals that has become increasingly popular with owners who feed hay throughout the year. Results indicate that it helps horses maintain resistance to wind related ailments, as well as common hay or stable coughs. It is ideal for long-term use, contains no fillers and works fast. Cough Free is used by professional riders across all disciplines. Comes in two sizes Cough Free 453g -24 days supply or 1.6kg -80 days supply from £22.00.

Using Equi-Oxcide anti-bacterial disinfection treatment will destroy the bacteria Dermatophilus Congolensis that causes mud fever. The treatment will penetrate through scabs destroying the spores and bacteria. Treatment is required 2 – 3 times per week until the area is clear. After treatment, use Equi-Oxcide Barrier Spray on areas prone to mud fever as this will reduce the risk of re-infection. “I used Equi-Oxcide on my horse’s mud fever and after great success, I now use their entire range. Sarah Bullimore – International Event Rider.

Leslie Sutcliffe: +44 (0) 160 8683855 www.lesliesutcliffe.biz

Trus-STEED: +44 (0)8444 145439 www.trus-steed.co.uk www.ebmonthly.co.uk

December 2011

Equestrian Business Monthly

STABLE HYGIENE

Clean and tidy As the dark nights draw closer, horses are spending longer in their stables and less time out in the fresh air and the signs of rodent inhabitation are becoming noticeable. Equestrian Business Monthly looks at how retailers can help customers prepare for the months ahead. Stable hygiene With the winter fast approaching, it is very important for everyone from owners, retailers, stockists and manufacturers to be prepared. As horses adapt to their new routines, it is important to ensure that their habitat is as clean and safe as possible and that they are happy and therefore less likely to become ill or injured. Aside from a clean stable looking nicer, a dirty stable is a place where disease can develop and spread – so it is just as important to the owners or staff looking after the horse to maintain a good level of hygiene. There are many products on the market, which encourage diversification as they can be used in a variety of animal pens – from stables to pig pens and hen houses. Despite the evolving technology, ridding a stable of bacteria is still a constant battle. Anaerobic Bacteria thrive in the warm, dark, wet conditions, that have little exposure to oxygen. “The cleanest of stables can still be plagued by bad odours and disease,” says Gill Goddard, director of Emvelo products. “Unfortunately the nature of a stable also creates the perfect breeding ground for bad bacteria, which remains in the cracks and surfaces of floors and walls even after mucking out.” Whether a liquid, oil, spray or powder, there are a number 18

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of products on the market that aim to balance the stable environment. This has a number of benefits for both horse and human. Many products can absorb the horse’s urine and neutralise it, eliminating odour and reducing bacteria. This also carries the added bonus of reducing mucking out time and the amount of bedding required, as wet patches are stopped from spreading and bedding remains dry. “Disinfectants and anti-bacterial agents have always been common place, however, using this type of product not only kills off the bad bacteria, but the good too.” Says Gill. “Good management should also include the use of a product which not only eliminates bad odours and controls insects, but protects against the build-up of bad microorganisms in your stable.” With such an array of products available you can cater to each customer’s specific needs. “Look for a natural, green mix or beneficial micro-organisms and essential oils for a safe, healthy, fresh environment for the horses and owners,” she says.

Disease Poor stable hygiene not only encourages the contraction of disease, but also makes spreading it much more likely. World Horse Welfare’s 2009 Livery Yard Survey found that many people were not aware of December 2011

the risks or what preventative action should be taken to avoid the spread of disease, with 61% of stables not being cleaned out between occupants, 48% having no isolation facilities and 38% saying that there were no procedures to exclude horses with diseases. Infectious diseases such as: strangles, equine herpes virus and equine influenza can be passed between horses very quickly so it’s important to act fast. Once the horse has been isolated everything will need to be disinfected: rugs, equipment, the yard and the stable. Most viruses, including strangles, are not just transmitted directly but can be caught from sharing a feed or water bucket, sharing rugs, tack or grooming items, using a horsebox or frequenting a stable vacated by an infected animal. Clothing, boots and even wildlife can carry bacteria between horses and other animals, so strict procedures must be in place. Noticeboards are a great way to pass on information about diseases in your local area. Retailers could also suggest that customers purchase spare grooming kits and tools to avoid cross contamination. “Most disinfectants are suitable for use on our tools,” says Leon Fynn of fynalite. “It is always good practise to sterilise your fork every week, especially if it used on several stables, as it helps to minimise the risk of cross infection between horses.”

Equestrian Business Monthly

Respiratory challenges Poor stable hygiene and ventilation can wreak havoc with horses prone to respiratory problems. The quality of the air in the stable is critical to the horse’s respiratory health, particularly the air directly around the nostrils, termed the ‘breathing zone’. Ammonia – found in the horse’s urine – can affect the horse in several ways. Detected fairly quickly due to its pungent smell, ammonia can bring on airway hyperactivity and Recurrent airway obstruction. It is important for retailers and manufacturers to make a conscious effort to store feed and forage correctly to avoid dust, fungal spores and toxins. Produce must be stored in a cool, dry area and checked for mouldy patches, which will be evident due to its discolouring and unpleasant smell. Dust and Micropolyspora contaminate hay and straw, becoming airborne when hay dries or is shaken and entering the horse’s air tract. Retailers could suggest that customers invest in hay soakers – or even switch to haylage to avoid problems. A forage replacement feed is also a good way to substitute the diet. Replacement feeds are available to suit the customer’s individual needs with many retailers supplying flavoured and molasses-free chaff options.

STABLE HYGIENE

Health and safety at work Health and safety is at the forefront of most equine businesses minds, with constant changes in regulations, which affect their functioning. Stables, tack and feed rooms, field shelters, hay barns and any other outdoor buildings or boundaries require at least one annual maintenance check. Padlocks and bolts may have been bent over time or the metal may have weakened or become victim to rust so replacement door furniture may be a prudent stock option. Retailers are constantly developing new ideas to lessen the workload of the customer and give them a yard product that promises longevity. “Both our metal and plastic ergonomic shavings forks have special, double-cranked shafts to improve posture and help reduce the need for the user to bend, therefore reducing the strain on the customer’s back,” says Becky Ball, managing director of eazitools. Correct storage of tools plays a large part in the customer getting the most for their money. “Tools should ideally be hung up to stop them being knocked over – this also helps to safeguard against injuries,” says Becky Retailers following this advice within the shop as well as outside, may increase add on sales by demonstrating the efficiency of the rack itself. Matching coloured sets are also best displayed close by to encourage customers who run a strict colour scheme or are potentially worried about the spread of disease by sharing equipment.

Grilles, hay feeders and automatic waterers can often be over looked. Many of these may have been put up some years ago and joints could be weakening, nails starting to slip or sharp areas starting to protrude. Depending on who you speak to, a horse’s safety will usually be at the top of any owner’s list, followed closely by cost. Manufacturers are now finding ways to reduce the unsafe element and prolong the longevity. Feed buckets are now available in every colour

and are designed with flexibility in mind to reduce breakage. Lighter stable tools make it easier for less able people and plastic ends reduce the likelihood of an accident. “We offer a lifetime guarantee on all tools. In the unlikely event that one of our tools breaks, we will provide a full refund or offer a replacement,” adds Becky.

Rats

for a sustainable food source. Even a small amount of spilled horse feed can sustain a small population – so it is up to you to keep rats and mice at bay.

Chewed feed sacks, droppings and footprints are all signs that your property might be infested with rodents. With the cold weather bringing them indoors, owners need to be extra vigilant with cleanliness and storage. Nicholas Blaszkowicz, UK sales and marketing manager of PelGar explains more.

What attracts rats? Rats and mice generally infiltrate farm and stable yards in the Autumn months. During the summer they will happily feed on berries and fruits in the hedgerows and the crops in the fields, however once these have depleted they must search

Image courtesy of Pelgar

Many customers are turning away from the old-fashioned hay feeders, which were made of steel and attached to a wall at

Prevention is better than cure Feed should be stored on close boarded pallets away from walls where possible. In an ideal world all feed should be stored in metal bins with a secure lid. Thorough checks of feed areas should be carried out, covering up and blocking any holes – in and around walls and windows. Doors can also be reinforced with metal strips around the edges to prevent them from being chewed.

When prevention doesn’t work The non-toxic options are catchand-kill, such as ‘snap’, ‘breakback’ traps, or ‘live-catch’ traps such as cages. The advantage of these is the non-toxic element, but the disadvantage is that you are either faced with dead rodents to dispose of or live ones

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December 2011

the back of the stable in search of something a little safer and easier to clean. “The Hay Bar is manufactured from HDPE, which is a very strong and a shatterproof material,” says Raylia Dugmore of Hay Bar. “As long as it is fitted correctly and not abused it should give many years of service.” The HayBar – which is fitted into the corner of a stable – also ensures that the horse is at the correct feeding position, so is ideal for horses suffering with respiratory issues and that might benefit to dispatch – letting rats/mice go ‘down the road’ will soon see their return. One of the drawbacks with snap traps is that they don’t always make a clean kill, they can only catch one rat at a time, and should be checked every 24 hours. Cage traps on the other hand can catch multiple rats though again should be checked on a daily basis. The other option is to use anticoagulant rodenticides poison. Many people believe that this is the most effective way to control a rodent population. There are a variety of formulations to choose from to ‘match’ the current food source of the rats or mice - and a number of products are licenced for amateur use both indoors and outdoors. The toxic nature of rodent baits can be seen as a disadvantage, as they need to be well protected from non-target animals such as cats, dogs and birds, which may be around equestrian and farm premises – lockable bait stations should therefore be used. The main advantage of rodenticides is the ability to control a large population. Rodents will usually die about two to three days after consuming a lethal dose.

Equestrian Business Monthly

STABLE HYGIENE from keeping their heads at the natural eating position. It also has approval of various veterinary professionals, dentists and physios, so has a unique selling point for worried customers.

Pest control Rodents not only tuck into feed supplies, but they also damage building infrastructure and present potential fire hazards by chewing electrical wires. According to the Prevention of Damage by Pests Act 1949, all landowners have a

duty to clear their properties of rodent infestations. There are two types of rat in the UK: the black rat known as Rattus rattus and the brown rat known as Rattus norvegeicus. The brown rat is more commonly found in rural properties, as it stays closer to surface level. Rats have posed a problem for many years, as their constant evolution has allowed them to develop immunity to poisons very quickly – a rat can breed every six to eight weeks in the right circumstances. Despite the figures being a little vague, it is thought that there are between

60 and 80 million in the UK – that’s one rat to every person in our 60 million population.

Insects Rodents are not the only types of pest that can cause problems. DEFRA clasifies 66 species in seven orders as ‘pests’. These ‘pests’, which include beetles, cockroaches and flies, cause damage such as boring through wood and spoiling and contaminating grain. The death watch beetle can cause damage

to infrastructure of buildings, while the saw-toothed grain beetle – the most significant pest for farm-stored grain, can contaminate cereal grains. The easiest way for property owners to get rid of grain eating pests is to remove the contaminated stock and spray the area with an aerosol – cracks and crevices could also benefit from an application powder. Wood boring beetles, will need to be removed by using a woodworm killer (for smaller cases) or calling in a wood preservation company.

Kitted out

Forks for any occasion

Pro Jump training sets • jump blocks and wings • professionally welded poles in any colour mix • best range of mounting blocks in the world • tack pack • feed & tack storage boxes • wheelbarrow available December 2012 • more new products on the way in 2012 – check website for details. For fantastic quality, quick lead times and great trade prices contact Giles now.

Fyna-Lite are celebrating 26 years of being at the forefront of innovative design in stable tools and field maintenance equipment with its range of British made products. Leon Fynn, general manager of Fyna-Lite says, “the number of products has grown considerably over the years with the addition of the Mini Mucka children’s stable fork, the Skip and Scoop and the Plastic XL stable fork range. Whatever your customers need we have a fork for them.”

Classic Showjumps: +44 (0)161 7652013 www.classicshowjumps.com

Fyna-Lite: +44 (0)1789 764848 www.fynalite.co.uk

Everything under one roof

The Hay Bar Economy

Earlswood Supplies is a family owned business committed to supplying high quality products accompanied by unbeatable, personal customer care. The company supplies a large range of stable and tackroom equipment, hardware, gate fittings, tools, accessories, rubber matting, smallholder poultry products and rodenticides. It is renowned for its range of high quality competitively priced Carrimore products. Large stockholding allows a rapid response to all orders placed with next day delivery available.

The Hay Bar allows stabled horses to maintain their natural way of foraging. This helps to ensure that mentally they are more relaxed and that there are less respiratory, dental and physio problems. Waste forage and bedding is an unwanted expense that Hay Bar helps to prevent. Labour costs are rising and filling hay nets is time consuming. The Hay Bar system is labour saving, safer, more hygienic, better for our horses and the solution to numerous problems.

Earlswood Supplies: + 44 (0) 1295 758734 www.earlswood-supplies.com

Hay Bar: + 44 (0)1723 882434 www.haybar.co.uk

Healthier stable

Pest control

The cleanest of stables can still be plagued by bad odours, disease and flying insects. The nature of a stable creates a breeding ground for bad bacteria, which remain the cracks and surfaces of floors and walls even after mucking out. Emvelo Stable+ mix of beneficial microorganisms re-dresses the balance of good and bad bacteria, thus reducing disease and eliminating odours even unpleasant ammonia smells. Use to create a fresher, safer and healthier stable environment.

Roban Pasta Bait is highly palatable and easy to use – the perfect bait for any equestrian facility! Made with high quality food grade ingredients, Roban Pasta Bait has a peanut scent which helps encourage rodents away from food sources around the stable yard. Packed in 15g unit dose sachets – the pasta bait can be easily secured in bait stations and protected locations to prevent removal and potential contamination by the rodents. Tips and baiting advice are freely available in PelGar’s helpful DVD.

Emvelo: +44(0)1494 875848 www.emvelo.co.uk

PelGar: +44 (0)1420 80744 www.pelgar.co.uk.

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December 2011

Equestrian Business Monthly

Tried and tested Trus-STEEDâ&#x20AC;&#x2122;s Stable Guard Disinfectant passed the challenging EN13697 surface test protocol, which is regarded as a challenge to pass, with no problem. Stable Guard received a fantastic 7 log reduction against Streptococcus equi (Strangles), and other bacteria species. Meaning a safer environment for you and your horse. Stable Guard destroys 99.9999% of bacteria, viruses, fungi and spores, and will eliminate odours. Dilute 1:10 for use in stables, kennels, yards and transport. Trus-STEED: +44 (0)8444 145439 www.trus-steed.co.uk www.ebmonthly.co.uk

December 2011

Equestrian Business Monthly

LAUNCH IT LAUNCH IT

Let the Tools Take the Strain! Eazitools Equestrian has been a specialist manufacturer of innovative stable and field tools since 1999. New for 2011/12, introducing our range of high quality and durable plastic stable and field tools, featuring a double-cranked shaft to minimise the strain on the user’s back. Combining heavy duty ABS plastic with steel to achieve exceptional strength and lightness, these tools are ideal for use in the stable, field, horse box and for other general purposes. The Ergonomic Plastic Shavings-Fork has a specially designed head, which curves at the back to effectively sift debris whilst reducing bedding waste. Perfectly balanced to prevent the risk of back-strain, it features an extragrip handle for additional comfort and is available in attractive and easy to spot lime green. The Ergonomic Plastic Shovel. This sturdy tool makes light work of stable tasks and can also be used as a snow shovel or in the garden. Featuring a soft-grip ‘D’ handle for extra comfort, it is available in striking yellow or traditional black. It is rust/ rot-proof, lightweight and easy to clean and as per all tools in the eazitool Equestrian range, it comes with a lifetime guarantee. Available to buy direct and from leading wholesalers. For more information call: +44 (0)1302 746077 or visit: www.eazitools.com

Limpet is back in safe hands

DRESSAGE

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December 2011

For many years, the founder of Limpet Saddle Pads, Aline Holmes had a vision to help WESTERN horses under saddle. Unfortunately Aline passed away last year and the horses got forgotten. Now Brigitte Manning has taken ownership of the Limpet brand in the UK and with the same vision, being a horse owner herself, she has set out to help horses whose saddles may slip or whose backs are uncomfortable whilst being ridden and in consequence helping horses to enhance their performance. With this unique and unrivaled product and several years’ equestrian business experience, the new company was launched in June 2011. The launch of Limpet Saddle Pads UK Ltd is proving so successful that already a complete range of brown pads has been added to the already existing range of black pads, all of which can be viewed on www.limpetsaddlepad.co.uk. The foam is being sourced from the original manufacturer to ensure its GP excellent quality and performance, the original tools are being used to guarantee the well researched shapes. Brigitte is available to answer your questions and promises a fast and reliable service. An additional 5% discount is being offered on the Trade Price to new stockists on their first order. For more information visit: www.limpetsaddlepad.co.uk, call: +44 (0)1432 508944 or email us: sales@limpetsaddlepad.co.uk

Equestrian Business Monthly

LAUNCH IT

Cost effective joint solutions New additions to the increasingly popular Healthy Stable range from Equivet include pure MSM, pure Glucosamine and a 50/50 mix of both products. For horse owners who are trying to keep to a tight budget this winter; this range offers effective answers in all circumstances. The inclusion of MSM in the diet helps produce healthy collagen in the joints, as well as a shiny coat and supple muscles, and Glucosamine is well documented to help with the maintenance of healthy synovial fluid in the joints. As well as being at an excellent price for the customer, these products also offer the retailer an attractive margin. All of these products are available in a handy 300 gram tub (20 – 30 days supply) or 1kg (60 – 90 days supply). Healthy Stable £10.85 Healthy Stable Healthy Stable Healthy Stable Healthy Stable Healthy Stable

MSM 300 grams – RRP MSM 1kg – RRP £30.00 Glucosamine 300 grams – RRP £19.85 Glucosamine 1kg – RRP £48.50 MSM/Glucosamine 300 grams – RRP £12.79 MSM/Glucosamine 1kg – RRP £34.60

To order please call: +44 (0)1934 751226 or email sales@equivetanimalcare.com

Arena Covers for the winter Stuart Canvas have been providing sports covers to the Nations leading sports venues for over 30 years. Whilst frost covers have been deployed in the horse racing world for decades, the previous two severe winters have widened the issue of frost protection to the rest of the industry. Customers now realise that they need to put measures into place now to prevent having their horses cooped up inside for weeks. Stuart Canvas has developed ground frost covers into bespoke, made to measure or off the shelf products (standard 18/20m x 20m, 20m x 40m, 20m x 60m) for outdoor horse arenas across the UK. Stuart Canvas has a range of three flat frost covers: a single porous cover, a double skin porous cover and a waterproof flat sheet, which all come with the option of inflatable rollers and inflators for ease of deployment. These offer protection between -2 Celsius and -4 Celsius dependant on ground conditions. The inflatable rollers allow a 20m x 40m to be covered within 5 minutes. Stuart Canvas also stocks covers which will offer up to -8 Celsius with the fans, and -10 Celsius and below with the addition of heaters. The covers offer low cost protection for years to come, with many racecourses still using them after 15 years. You can even drive snowploughs on top to keep the manage usable. For more information call: +44 (0)1925 814525 or email: sales@stuartcanvas.co.uk www.ebmonthly.co.uk

December 2011

Equestrian Business Monthly

LAUNCH IT

Full circle: The Evolution of the Feed Balancer Blue Chip Feed is excited to announce the latest evolution in feed balancer technology with the re-launch of its famous balancer range: Blue Chip Original, Blue Chip Pro and Blue Chip Lami-light. The most exciting developments have taken place inside the bags. Working with world elite nutritionists, equine scientists and feed production specialists, Blue Chip has pushed the boundaries of feeding balancers to a new level to deliver the very best in nutritional care for the horse. The new specification balancers have an increase in overall nutrient density, exhibiting higher levels of key vitamins and minerals. However there are three important additional features: 1. Blue Chip is proud to bring a revolutionary new and proven ingredient to the equine world: nucleotides. Nucleotides are essential nutrients, as they are the building blocks of

DNA and RNA. They are present in the horse’s natural diet, but at low levels and cannot be stored by the horse. Nucleotides often become “limiting” during periods

To match the great innovations inside the bag, Blue Chip have re-designed the outside. The products are presented in vibrant new packaging, incorporating easy to read icons that enable your customers to easily select the right Blue Chip product.

• of strenuous activity or stress, and therefore there are real benefits to add purified nucleotides to the horse’s diet. Equigen is a specific blend of purified nucleotides designed to balance the lower levels found in the diet. There are three main advantages to including Equigen in the Blue Chip feed balancers;

•

Nucleotides aid cell replication, which is particularly important for the performance horse and for recovery after exercise Nucleotides increase the length and surface area of the intestinal villi to aid nutrient absorption. Nucleotides act as immune facilitators aiding the immune cells response when infection or disease is detected.

2. Recent innovations in production techniques mean that all the Blue Chip balancers are not only whole cereal free but also totally free of molasses. This means the starch and sugar levels have decreased even further, delivering very low levels to the horse. 3. Blue Chip now only uses natural, fruit-derived vitamin E in its balancers. Vitamin E is a www.ebmonthly.co.uk

which is headed by inspirational quotes and proverbs, such as; “Success is achieved and maintained by those who try and keep trying.” - W. Clement Stone, Businessman/Philanthropist. “If at first you do succeed try something harder.” - Proverb. “Don’t bother just to be better than your contemporaries or predecessors, try to be better than yourself.” - William Faulkner, Nobel Prize Winner.

All these added benefits and the increased investment in the nutritional specifications of the Blue Chip feed balancers have been achieved without increasing the price, meaning even better value for money. Blue Chip feed balancers also contain the following:

•

powerful antioxidant, and the fruit-derived form used in Blue Chip feed balancers is up to six times more bioavailable to the horse than the synthetic form found in most other feed balancers.

December 2011

•

• • • •

A combination of the most researched and proven digestive aids – including an EU approved probiotic and MOS prebiotic SoundHoof – a complete hoof supplement with the correct daily amount of biotin and a very high level of organic zinc PrimoVento – a respiratory supplement incorporating menthol, eucalyptus and garlic to soothe the airways Antioxidants Organic minerals – ensuring optimum absorption and effectiveness Omega oils – for scurf free skin and a glossy coat

There is a Blue Chip feed balancer especially suited for your customer’s horse or pony. Recommend Blue Chip Lami-light for those prone to laminitis or being overweight that need a low calorie, low starch and sugar diet, RRP £30.75. For the high performance horse or veteran who have greater nutritional requirements there is Blue Chip Pro with enhanced levels of vitamins, minerals and nutrients, RRP £41.40; and our best seller Blue Chip Original, trusted and fed with phenomenal results to thousands of horses and ponies, RRP £39.40. This launch is being backed by a national marketing campaign,

Equestrian Business Monthly

You will see the promotion of these game changing advances in all the leading equestrian magazines, including covers in Horse & Hound, Your Horse, Horse & Rider and many more. In addition, a Loyalty Card and ‘point’ printed on each sack enables your customers to claim a free Blue Chip product by collecting eight loyalty points. The new sacks can be purchased from your Dodson & Horrell representative, at your wholesaler or direct from Blue Chip. For more information please call: +44 (0)1142 666200 or contact: info@bluechipfeed.com.

fo Wh r S at uc to ce St ss ock ful Sa les

let’s talk products

SHORT BOOTS

Every rider needs a good pair of short boots, whether a practical pair of muckers, stylish jodhpur boot or a handy country short boot. Let’s Talk Products profiles some of the finest on the market, with a range of price points to ensure something for every budget. The materials used range from full grain leather to synthetic alternatives, but whatever the material, if properly looked after a good pair of boots should last for years, and be durable, comfortable and practical to wear. Due to its smart appearance as well as its practical qualities, leather is usually the material of choice for jodhpur boots. Full grain leather boots tend to be the most expensive, as this material is considered to be the highest in quality. Usually made from cowhide, the processing of full grain leather is minimal, which prevents weakening of the product and produces a highly durable yet breathable boot, which can now be made more lightweight also due to improved sole constructions. Nappa leather is a type of full grain leather sometimes used for premium boots, and is made from un-split kid, lamb or sheepskin, and known for its softness. Nubuck leather on the other hand is generally less expensive than full grain leather but more

expensive – and more durable – than the similar looking suede. Nubuck is a type of cowhide leather that has been sanded to produce a soft, velvety surface, and may be lighter than full grain. It does however require extra care to protect the material from staining, although nubuck leather boots may be stain-treated. Synthetic materials such as polyurethane, polyester, neoprene or nylon are often used for more casual muckers and yard boots, and are sometimes finished with advanced performance coatings to add further benefits. Being lightweight, more resistant to staining and made using increasingly breathable materials, they are a practical option for yard work or casual riding, and, being generally less expensive than leather, are ideal for customers on a budget. Some boots may even be machine washable – although customers should first read the manufacturer’s instructions. Part-leather, part synthetic or part-leather, part rubber boots

Palomino

meanwhile make use of the best qualities of both and can make very comfortable and durable country boots if full-leather boots prove too expensive. Before they choose which type of boot to buy, advise the customer to consider how they will use the boot, and consequently how it will need to perform. This should help them decide on the style and relative quality of boot to purchase.

Warm linings Without a doubt, one of the worst aspects of winter for horse owners and riders is cold feet, and for the last two years footwear has really been put to the test, with outside temperatures plummeting lower than seen for a long time. Insulation should therefore be a key priority for any winter purchases. The lining of a boot can have a large effect on the boot’s thermal properties. Many winter boots are therefore lined with fur, fleece, shearling (fine fleece)

Rutland

Taurus Footwear and Leathers Ltd

Taurus Footwear

Available sizes: Adult 5 to 12 Available colours: Tan Materials/bindings: Water-resistant waxed nubuck leather upper, leather lining, honeycomb elastic sides and rubber riding sole. RRP: £56.95

Available sizes: 4–8 Available colours: Black Materials/bindings: Full grain leather upper, leather lining and air system rubber sole RRP: £74.95

The Palomino short boot has been re-introduced for Autumn/Winter. Manufactured in water-resistant waxed tan nubuck leather with a leather lining, this boot is designed with a style and colour combination that looks great worn with jeans or jodhpurs and chaps. Leather lined, with a rubber riding sole, Palomino is a practical and comfortable jodhpur boot, which is easy to pull on and off.

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December 2011

or sheepskin to help keep feet comfy and warm, whilst remaining light and breathable. A more expensive and perhaps more durable option on the other hand are advanced synthetic fabrics such as Thermolite, which provide a high level of warmth whilst remaining lightweight, even when wet, and quick to dry. The hollow-cored fibres of Thermolite are based on the fur of a polar bear, which contains thousands of tiny air pockets for greater insulation. Thinsulate is another popular example of a high-performance lining material, and again takes inspiration from nature by simulating the fine down animals grow next to their skin to keep them warm. Thinsulate is measured in grams, and the insulation value in boots can range from 100g to 1,000g. The higher the number, the warmer the boot should be. For add-on sales, make sure a good range of thermal socks or thermal boot liners are stocked alongside winter boots.

Equestrian Business Monthly

New to the Taurus range, Rutland is a black calf leather riding boot with leather lining and a moulded rubber sole. Discreet elastic side panels and a slanting side zip enhance the design and appearance of this boot and make it easy to pull on and off. The ‘air system’ rubber sole channels moisture out through a vent in the heel keeping feet dry.

let’s talk products Toggi Augusta

Nordic Weatherproof Boots

Finest Brands International

Tuffa Boots

Available sizes: Children’s 3-11, Adults 4-11 Available colours: Black, brown Materials/bindings: PU Coated leather upper with a cemented resin and neolite sole unit RRP: Children’s £34.95, adult’s £42.95 The Augusta jodhpur boot from Toggi is made with a PU coated classic leather upper and cemented resin and neolite sole unit, for day long comfort and performance. Featuring fine brogue detail on the toe cap and an easy fit, stylish front zip, the Augusta combines style with substance at a price your customers will love.

Available sizes: 3-10 Available colours: Black Materials/bindings: microfibre upper lined with a waterproof bootie membrane, Dupont Comformax insulation, neoprene collars and tongues. RRP: £58.99 The Nordic Boot is already proving a hit, with its stirrup friendly style, which enables the wearer to ride and not slip in temperatures down to -10 celsius. The grip and special sole also makes them ideal for yard work. They have reflective panels at the rear of the boots and are fastened with three touch and close straps.

Toggi Ottowa Finest Brands International

Available sizes: Children’s 3-11, Adults 4-11 Available colours: Black, brown Materials/bindings: PU coated classic leather upper jodhpur boot with a cemented resin and neolite sole unit RRP: Children s £32.50; adult s £39.95 Understanding riders lies at the heart of the Toggi philosophy, with a mission to create products that combine exceptional comfort with enviable style and the Toggi Ottowa jodhpur boot does just that. Blisters, rubbed heels and pinched toes have become a thing of the past for those that have chosen Toggi Ottowa.

CONTACTS Taurus Footwear Countries available: UK, Ireland and Europe +44 (0)1933 674679 / +44 (0)7715 007474

Tuffa International Footwear Countries available: Worldwide +44 (0)1953 880914 www.tuffa.com

Finest Brands International Countries available: Throughout Europe +44 (0)1132 707000 www.toggi.com

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December 2011

Equestrian Business Monthly

COMPANY PROFILE

Service with a smile

Apparel for All Weathers

equestrian show wear. “There’s so much heritage in equestrian competition – the dress code has its roots in formal wear, especially for ladies, and I like to see classic garments that won’t be unfashionable in a few years’ time,” Noel says.

A rewarding experience

Apparel for All Weathers

Fashionable and functional

Canadian brand Asmar Equestrian burst onto the scene in North America in January 2011; it spent the first three months of its infancy showcasing at international equestrian trade shows, before launching in the UK at the BETA International Trade Show, where

Like all truly innovative products, the jacket was born when Noel, a keen horsewoman, became frustrated that she couldn’t find a riding jacket to meet her needs. As a successful designer of technical clothing for some of the world’s most elite hotels and spas, Noel was used to creating items of clothing that, while they looked smart and fashionable, were first and foremost, functional. “Busy people need sophisticated, technical fabrics and tailoring that work with their lifestyles and jobs, rather than work against them,” observes Noel. “I knew from my spa uniform experience that comfort and technical performance should be the basis of all functional clothing.” Noel quickly set about adding to the outerwear collection with a shorter riding jacket, the Hunter Jacket; and a gilet, The Rider’s Vest; the range was designed firmly with horse riders in mind. “Owning horses is a lifestyle choice, and we feel it is important to wear clothes that reflect your lifestyle, or even the lifestyle that you aspire to,” says Noel.

it was awarded Best Stand In Show Under 32 metres. “Every mannequin and hanger looked the part, even though the stand was small,” recalls CEO, Noel Asmar. The company also took home a hotly-contested innovation award for Most Innovative Rider Apparel of the Year at BETA. The winning product was the range’s ‘hero’ product - the All Weather Rider Jacket, judged to be ‘an elegant, multi-functional garment, and well-tailored to allow plenty of movement and flexibility’. 30

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Noel has always been involved with horses, and says she was ‘your typical horse crazy little girl, growing up’. “My Mum bought me my first pony when I turned twelve – and I have been riding for pleasure since then,” she explains. Noel is a big fan of the Friesian breed, of which there

are two types – the classical Baroque, and the Sport Friesian, which is finer boned. Noel has one of each. “Because of the Lipizzaner blood, this breed generally makes a very good riding and dressage horse – they are very trainable. Not to mention beautiful!” she says.

The team behind the brand Asmar is continuing to develop relationships with new retailers, and is currently looking in

Style in and out of the ring Asmar Equestrian recently launched a show apparel collection with coordinates, which while featuring playful twists, has its heart in traditional December 2011

particular to take on more in Britain - interested retailers can email kathy@asmarequestrian. com for information. “It is important to us to work with

Equestrian Business Monthly

retailers who ‘get’ the brand and its association with an aspirational lifestyle – while we are being selective about the retailers we work with, any company that is internet-savvy, has a focus on customer service, and delivers its promises to its customer base, will be considered. A retailer stocking our clothes, whether online or in an actual store, is representing our brand, so we are keen to work with positive, ego-free people, no matter what the business’s size,” Noel adds. The company is also leading the way by offering its retailers social media support. “Social media is a big part of business in the 21st century,” explains Asmar Equestrian’s marketing manager, Angela Yard. “We have two blogs and a Facebook and Twitter page, and like to engage with retailers, riders, customers and horse owners in this way. For us, it is about developing awareness of a brand, and engaging with horse riders in real time,” she says.

The coming months With new retailers coming on board all the time, Noel Asmar is very positive about the coming year. “By 2012, we will have a full collection to offer our customers, including outerwear, show apparel, warm up wear and riding breeches. We are exhibiting internationally at trade shows, as we like to speak directly with retailer representatives, pick up and share new merchandising tips, and get the clothes into people’s hands at events,” she states. “Essentially, we plan to continue working on establishing what is a very young company as an innovative apparel brand that offers excellent customer service,” she says. “With my name on the label, or emblazoned on the sleeve, I am determined to ensure the company and brand is the best it can be.”

PREVENTING THEFT

STOP AND SEARCH The issue of customer related theft is one that is constantly growing for retailers of all trades. Jeremy Davies, sales and marketing director at B to B Links, explains how to spot the signs and safeguard stores. tagging system has been proven in retailer stores of all sizes countrywide to reduce and keep the level of stock shrinkage to an absolute minimum. This has a direct impact and positive

especially at times when staffing levels are at its lowest is an ideal environment for thieves to operate. A high level of good customer service can be very effective

5 ways to spot a shoplifter There are behavioural indicators to look for when identifying a shoplifter:

According to the British Retail Consortium Crime Survey, customer related theft increased by 34% in 2009 and it is now the case that customer theft is the biggest security problem facing retailers today.

prevent theft. The solution is to protect your stock with a security tagging system as used by virtually every national retailer. Many key equestrian businesses are already protecting their goods

Turnover Ave Customer Theft (5%) Top 5 Product Groups at Risk £200,000 £10,000 1. Bridles £500,000 £25,000 2. Jodhpurs £1,000,000 £50,000 3. Riding hats 4. Leather gloves 5. All weather coats

What to look for If your business is operating an EPOS system you may have a much better indication as to the level of theft and risk areas of the business. Seeing empty packets or gaps on the shelf for items you are sure haven’t been sold is simply a pointer to the problem. These signs can unfortunately be the tip of the iceberg.

Making a difference Whilst good customer service can act as a strong deterrent to thieves, the sheer number of customers at peak times and the physical size of your business can make it impossible to

with small, discrete security labels and tags, most of which are covert in their appearance and therefore easily hidden on the product. A security tagging system will guard your stock and allow your staff to concentrate on selling to your customers. It identifies tagged products as the thief passes through the exit and alerts staff by instantly activating the alarm. For the legitimate customer, the security tag is deactivated at the point-of-sale as a transparent part of the purchase process.

Cost implications Ultimately, the use of a security

1. Customers who are more interested in your staff than looking at merchandise. They are waiting for a safe opportunity to pocket an item when you turn away. 2. Look for people who are wearing inappropriate clothing, for example coats on a warm day. They may be using the coat to hide goods. 3. Notice what people are carrying, especially open handbags, open backpacks, etc. It is easy to drop items into the bag as they turn away from view. 4. Lookout for people returning to the same spot again and again. They may be dumping items ready for a pickup later on. 5. Observe people closer than normal to the merchandise. They may be leaning or standing closer so that they can hide the items being stolen.

contribution to the profitability of your business. The good news is the cost of a tagging system has reduced and the return on investment realised quickly.

Theft: Spotting thieves Thieves like to be hidden and remain unnoticed. A busy shop,

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December 2011

in preventing theft and making your business a harder target for thieves. If customers are aware that they have been noticed and that your staff have engaged them, even with a simple “hello can I be of help”, they are less likely to steal. For more information on preventing customer theft by security tagging and CCTV contact B to B Links: +44 (0)1189 328088. Equestrian Business Monthly

SECRET Surfer

www.carrotsequestrian.co.uk

If you would like the Secret Surfer to visit your website just send us your details. Email:editorial@ebmonthly.co.uk

www.smartworming.co.uk

www.nedz.co.uk

DESIGN: 9/10

DESIGN: 7/10

‘Cute’ and fun design reflective of brand, but modern too. Fonts are clear and easy to read, although personally I would prefer to see black rather than purple text.

Striking black design, consistent with brand, with white text in an easy to read font. However, in one or two places, the text on headers is dark in colour and difficult to read against the black. Also very text heavy in parts – could use some more imagery.

NAVIGATION: 5/10 Side bar navigation menu looks simple but does not include some of the pages – instead, some of the links (such as ‘About us’) are only found hidden at the bottom of the page. The drop-down under ‘Rider’ is annoying.

CONTENT: 5/10

There is a ‘News’ page, last updated two months ago. No news archive apparent, and all stories are limited to a paragraph. There is an obvious link to an active Facebook page however, and an e-newsletter is available.

Company information: 5/10 ‘About us’ page is relatively short but to the point. Contact information fairly basic, and ‘Stockist’ page listed as ‘currently unavailable’. Separate trade area of the site available via a login.

Product information: 7/10 Product imagery is very good. As for the information, the necessary detail is there is simple form. ‘Similar products’ is a nice touch, but the ‘Size guide’ option doesn’t actually give any guidance, it just lists the sizes available.

OVERALL SCORE OUT OF 50 www.ebmonthly.co.uk

Navigation is simple, with everything just one click away – though a top bar menu is usually preferable to a left hand menu. The dropdown under ‘Products’ is a little irritating!

CONTENT:

News and media:

NAVIGATION: 8/10

December 2011

News and media:

7/10

Lots of news on the ‘News’ page, which has been archived. Looks to have been updated fairly regularly, although no dates apparent. Some pictures to accompany the stories would be good. There is also a ‘Blog’ – updated around every couple of months with relevant articles. Clear links to Twitter and Facebook.

Company information: 5/10 ‘About Nedz’ details the history of the company, which is very interesting, although again how about an image or two? Only basic contact details apparent – no specific contacts, no location map etc. You have to contact the company for a list of stockists – time consuming and off-putting.

Product information: 8/10 Lots of product information throughout the site, including an easy to read ‘Which product is best for me’ flow chart and good testimonials page. No actual images of the finished, bagged product anywhere on the website, which is unfortunate, although the close up shots of the bedding are a good idea. Always scope to add more.

OVERALL SCORE OUT OF 50

Equestrian Business Monthly

www.snowhilltradesaddlery.co.uk

www.topspec.com

DESIGN: 6/10

DESIGN: 9/10

Busy design – you can see what the vision was (clean and modern) but it doesn’t quite work, although the imagery is good. Much of the body text is comparatively very small also, and thus hard to read without zooming in, especially as is white text on a coloured background.

Bright and modern design, with nice rotating imagery on the home page and busy but organised. Minor point – the main bulk of text on the home page should be sized up a point to make it easier to read.

NAVIGATION: 6/10 There are two menus, neither of which are prominently sited. Would be much better to have one, clear and obvious navigation menu. ‘Browse store by categories’ at the bottom of the home page is quite handy, given the amount of products – though needs to be easier to read.

CONTENT: News and media:

0/10

No news page. Yes it is a trade-only company, but there must be something!

Company information: 6/10 ‘About us’ page contains a few good paragraphs plus images, including one of the premises, although more could be added here. No specific contacts mentioned under ‘Contact us’, which is a shame, and no direction map. You have to contact the company for a list of stockists.

Product information: 7/10 Lots of products to look at of course. Images are good and all the basic and necessary information is there, but room to add more perhaps.

OVERALL SCORE OUT OF 50

NAVIGATION: 9/10 No problems, but perhaps it could be easier to navigate between products in the ‘Products’ section.

CONTENT: News and media:

8/10

Good ‘News’ page, updated on a fairly regular basis with some photos, plus an archive. Clear link to Facebook. Perhaps could include some information on sponsored riders or testimonials?

Company information: 7/10 Very detailed ‘About us’ page. Minor point – could add more info/ pics on manufacturing process perhaps? Basic contact details under ‘Contact us’ and nothing more, which is a shame. Good stockist locatior.

Product information: 9/10 A wealth of detailed information under each product (paragraphs should ideally be spaced though to make it easier to read, which they currently aren’t in parts). ‘Nutritional advice’ contains much more. Would like to have seen close-ups of what the feed itself looked like.

OVERALL SCORE OUT OF 50

SUPPLIERS DIRECTORY bbey Diagnostics A +44 (0)1638 552122 www.abbeydiagnostics.co.uk

Dodson and Horrell +44 (0)1832 737300 www.dodsonandhorrell.com

Friendship Estates +44 (0)1302 700220 www.friendshipestates.co.uk

Horse Source +44 (0)1924 848 438 www.horsesourceltd.co.uk

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeysaddlery.co.uk

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

Fresha Tank +44 (0)1733 203077 www.aquamidas.com

Horsesport www.horsesport.com

Agrifence +44 (0)1432 373920

Duralock +44 (0)1608 644988 www.duralock.com

Fuller Fillies Ltd +44 (0)1977 625 025 www.fuller-fillies.co.uk

E. & E. Corn Supplies (Havens UK) +44 (0)1388 603333

Future Forks (by Aubiose) +44 (0)1293 416759 www.futureshavingsfork.co.uk

Airowear +44 (0)1434 632816 www.airowear.co.uk Amigo Stable Mirrors: +44 (0)1858 432652 www.amigostablemirrors.co.uk

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

Andis Company +1 262 884 2600 www.andis.com

Easibed +44 (0)161 370 2360 www.easibed.co.uk

Animalife +44 (0)1527 857 920 www.animalife.co.uk

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

Arctic Fox – Bulls Eye International +44 (0)1923 210646 www.arcticfoxuk.com

Eco Comfybed +44 (0)1202 593601 www.ecocomfybed.co.uk

Asmar Equestrian +1 604 601 2028 www.asmarequestrian.com

Emvelo +44 (0)1494 875848 www.emvelo.co.uk

Aubiose (Future Forks) +44 (0)1293 416759 www.futureshavingsfork.co.uk B2B +44 (0)870 7510605 www.btoblinks.net B Jenkinson & Sons Ltd +44 (0)1924 454681 www.elico.co.uk Baileys Horse Feeds +44 (0)1371 850247 wwwbaileyshorsefeeds.co.uk Battles +44 (0)1522 529206 www.battles.co.uk Brinicombe Equine +44 (0)8700 606206 www.brinicombe-equine.co.uk British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com Brogini +44 (0)1706 514 230 www.brogini.com Buffera Ltd +44 (0)1707 852244 www.buffwear.co.uk

Fynalite +44 (0)1789 764848 www.fynalite.co.uk Gabriella Shaw Ceramics +44 (0)1730 821101 www.gabriellashawceramics.com Gee Up Equine Laundry +44 (0)1254 822066 www.geeupequinelaundry.co.uk Girbau UK +44 (0)1462 427780 www.girbau.co.uk

Horses with Attitude +44 (0)1274 852139 www.horseswithattitude.co.uk Horslyx +44(0)16973 32592 www.horslyx.co.uk Hows Racesafe +44 (0)1536 771051 www.hows-racesafe.co.uk Hucklesby Associates +44 (0)1362 820235 www.hucklesbyassociates.co.uk Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 www.rockall.info Innovacyn / Vetericyn Europe +353 91 796896 www.vetericyn.com

GollyGaloshes gollygaloshes@btinternet.com

Intelligent Retail +44 (0)8456 800126 www.intelligentretail.co.uk

Equivet +44 (0) 808 1084995 www.equivetanimalcare.com

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

IV Horse +44(0)1888 544261 www.4horse.co.uk

Equestrian Supplies +44 (0)1254 831645

Griffin NuuMed Ltd: +44 (0)1458 210324 www.nuumed.com

John Whitaker International +44 (0)1706 340500 www.johnwhitaker.com

Groomers Limited +44 (0)845 230 7997 www.groomers-online.com

KC Sports Ltd +44 (0)1823 681100 www. powellprotec.com

Gumbies Ltd +44 (0)1258 839100 www.gumbies.co.uk

Keratex +44 (0)1373 827649 www.keratex.com

GWF Nutrition + 44 (0)1225 708482 www.gwfnutrition.com

Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk

Halley’s Feeds +44 (0)1738 840830 www.halleysfeeds.co.uk

Kingshead +44 (0)1738 580080 www.kingsheadequestrian.com

Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk

Kitt +44 (0)1278 727755 www.kitt.eu.com

HARPLEY Equestrian Ltd +44 (0)115 9611537 www.harpleyequestrian.co.uk

LaundryStuff +44 (0)1226 717180 www.laundrystuff.co.uk

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

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

HaySoft +44 (0)1277 375647 www.haysoft.co.uk

LexveT International +44 (0)8003 345856 www.lexvetsupplements.com

Healing Tree UK Ltd + 44 (0)7850 738875 www.healing-tree.co.uk

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

Heavenly Horse Tel: +44 (0)1724 721872 www.heavenlyhorse.co.uk

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

Hickstead Horse Feeds +44 (0)845 0250444 www.hicksteadhorsefeeds.co.uk

Limpet Saddle Pad +44 (0)1432 508944 www.limpetsaddlepad.co.uk

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

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

Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk Equi Matters Ltd: +44 (0)1494 721763 www.redmondrock.co.uk Equistro +44 (0)1280 814500 www.equistro.co.uk Equetech +44 (0)1296 688966 www.equetech.com Equilibrium Products +44 (0)1442 879115 www.equilibriumproducts.com Equine America +44 (0)1403 255809 www.equine-america.co.uk Equine Management +44 (0)1825 840002 www.equineman.com

Equisafety Ltd Burlerrow Farm Miscanthus Tel: +44 (0)1516 787182 +44 (0)1208 841264 www.equisafety.com www.burlerrowfarmmiscanthus.co.uk ESF Services Cabotswood +44 (0)1600 780051 +44(0)117 9669944 www.tackrepair-rugwash.co.uk www.cabotswood.com Euro Front International Classic Canes +44 (0)1332 590460 +44 (0)1460 75686 www.eurofront.co.uk www.classiccanes.co.uk Faulks & Co. Classic Showjumps +44 (0)1455 848184 0161 765 2010 / 2014 www.wmfaulks.com www.classicshowjumps.com Finest Brands International Clipper Sharp (Toggi and Champion) +44 (0)1823 681076 +44 (0)113 270 7000 www.clippersharp.com www.toggi.com Cox Agri +44 (0)845 600 8081 www.coxagri.com

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

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

LITOVET +44 (0)1452 524012 www.litovet.co.uk

D&H Animal Husbandry +44 (0)845 270 6691270 2224 www.dandhgroup.co.uk

For Riders +44 (0)1865 377853 www.ivriders.com

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

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

Davies & Co +44 (0)1536 513456 www.equimat.co.uk

Frank Baines Saddler +44 (0)1922 640847 www.frankbaines.com

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

www.ebmonthly.co.uk

December 2011

Equestrian Business Monthly

Marie Bridgwater Equestrian PR & Media Consultant +44 (0)7795 416511 www.mariebridgwater.com Maxavita +44 (0)8450 752754 www.maxavita.com Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk Medco Enterprises +92 524 602961 www.medcopk.com Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com Natural Animal Feeds +44 (0)800 373106 www.naf-uk.com My Day Feeds +44 (0)845 6023782 www.mydayfeeds.co.uk Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk Osmonds +44 (0) 1948 668100 www.osmonds.co.uk PelGar +44 (0)1420 80744 www pelgar.co.uk Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info Polly Products +44 (0)1636 636132 www.pollyproducts.co.uk PressPoint +44 (0)1953 851513 www.presspoint.co.uk RS-tor www.rstor.co.uk Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com Rockall +44 (0)121 5558334 www.rockall.info Rockies +44 (0)1606 595025 www.rockies.co.uk Rowen Barbary Horse Feeds: +44 (0)1948 880598 www.rowenbarbary.co.uk Rower & Rub +44 (0)1223 969740 www.roewer-rueb.com Rugs R Us +44 (0)1695 716262 www.equirugsrus.co.uk Rutland Fencing +44 (0)1572 722558 www.rutland-electric-fencing.co.uk Santé Franglais Ltd + 44 (0)1858 464550 www.aloeride.com Sherwood Forest Ltd +44 (0)1159 424265 www.sherwoodforest-uk.com ShoeSecure +44 (0)1475 54068 www.shoesecure.com Silvermoor +44 (0)1665 602587 www.silvermoor.com

Smart Grooming +44 (0)1823 681076 Solocomb +44 (0)1235 511358 www.solocomb.co.uk Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com Animal Health Company Tel - 01787 476400 www.equinehealthandherbal.co.uk Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com Stable Environment + 44 (0)1422 310483 www.stable-environment.co.uk Starkie’s +44 (0)116 2592022 www.starkiesbeeswaxcreams.com Stormsure Ltd +44 (0)1638 570478 www.stormsure.com Stuart Canvas +44 (0)1925 814525 www.stuartcanvas.co.uk Taurus Footwear and Leathers Ltd +44 (0)1933 674679 www.taurusfootwearandleathers.co.uk The British Horse Society +44 (0)8450 777692 www.bhs.org.uk Top Paddock +44 (0)1469 563995 www.top-paddock.co.uk Trailer Vision +44 (0)1775 640737 www.trailervision.co.uk Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk Tuffa International Footwear +44 (0)1953 880914 www.tuffaboots.com Uncle Jimmy’s Brand Products +1 866 965 4669 www.jimmysballs.com Unibed +44 (0)1977 796278 www.unibed.uk.com V-Bandz +44 (0)8450 956810 www.v-bandz.co.uk Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com VSM Ltd: +44 (0)1664 506746 www.easywormer.com W F Young, Inc. +001 413 526 9999 www.absorbine.co.uk Westgate EFI Ltd +44 (0)1303 872277 Westgate Labs +44 (0)1670791994 www.westgatelabs.co.uk Worklite Ltd +44 (0)1279 418052 www.work-lite.com Your Gift Horse +44(0)1454 202033 www.yghtrade.com Zilco +44 (0)1844 338623 www. zilcoeurope.com