EBM February

BUSINESS february 2013 Issue 130

BETA SHOW PLANNER ALL YOU NEED TO KNOW

Page 16

Equine A&E Confused about sizing?

Marketing the stud feed

Monthly

EQUESTRIAN

Bringing buyers & suppliers together www.ebmonthly.co.uk

TEL: +44 (0) 115 942 4265

EMAIL: sales@puffacountry.com

www.puffacountry.com

INSIDE THIS ISSUE 5 NEWS

32 SPOGA PREVIEW

11 Tea break Victoria Spicer

Cologne is calling

34 equine a&e Old vs. new

12 MARKETING THE STUD FEED 37 five minutes with Making the most of this sector

Equine Products UK

39 LET’S TALK PRODUCTS

Riding hats and gloves

44 Business advice

Developing your brand

15 AT the sharp end

Mike Potter gets down to business

16 beta Preview

Getting ahead at the show

23 beta show diary All you need to know

46 current affairs

UK sizing regulations

47 business or pleasure

Julie Butler talks tax

48 on the market The industry’s finest

49 secret surfer New websites on show

EQUESTRIAN

BUSINESS

Monthly

Front cover image: www.jamiehallphotography.co.uk

Editor: Kirsty Whittle editorial@ebmonthly.co.uk

Advertising Sales & Production: Allison Kemp Tel: +44 (0)1953 852946 advertising@ebmonthly.co.uk

Design: Phil Wells studio@presspoint.co.uk Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK Tel: +44 (0)1953 850678 Fax: +44 (0)1953 851936 enquiries@ebmonthly.co.uk www.ebmonthly.co.uk Disclaimer Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business 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.

If you have a Smart phone, iPhone or Android phone, all you have to do is download a QR code reader app and scan the barcode and it’ll take you directly to the Equestrian Business Monthly website where you can access the latest news stories, features and products on the market.

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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Comment EDITOR’S

Snow – what snow?

The recent snow has forced some to put the brakes on their January plans; however with trade fair season kicking off in less than a month, it’s time to get down to business.

FORWARD FEATURES March

Worming part 1 – products & good practice Laminitis – products on the market Trade show reviews Born in Britain – The country’s finest

April

Worming part 2 – SQPs & training Feeding the competition horse Paddock maintenance Summer healthcare

May

Worming part 3 – industry changes Feeding for intolerances Seasonal supplements Wholesaler guide Our media pack and a full list of features for 2013 are now available.

To get your hands on either of these, email: allison@ebmonthly.co.uk.

Furthermore, give us a call and see what we can do for you over the next 12 months.

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J

anuary – a month of gloom for most – upset more people than usual this year with the heavy coverings of snow that persisted for almost a week. Anyone who uses public transport will once again have fallen foul to disrupted services, cancelled trains and very soggy feet; however, I was interested to know how people coped and made a point of finding out.

Having owned horses for most of my life, I have grown used to the British elements and come to think of them as nothing more than a nuisance which must be overcome. This is a mantra that I feel most equestrians also follow – and this bout of snow proved me correct.

While others were unable to reach work, or take their children to school, I, along with the rest of the liveries at my yard, made daily trips to the stables to ensure that my horse was kept in his usual routine.

While I’m not saying this was easy, I hasten to point out that among my fellow equestrians each one made it to the yard, which is positioned at the end of a single track lane, minus any accidents.

This got me thinking about the resilience of ‘horsey’ people and more specifically ‘horsey’ businesses and how regardless of what is thrown at them, they often emerge on the other side.

Last year was an horrendous year for those looking to make up large chunks of sales by exhibiting at events, yet most of these businesses accepted the hand that they had been dealt and found other innovative ways to shift stock and attempt to

salvage the damage. With this in mind, it will be interesting to see whether more businesses will consider exhibiting at trade fairs, whether they will branch out and attempt to attract more international business and whether we will see some of the industry’s key players returning to the stands after a break. With BETA about to kick off and Spoga not far behind, we will come back to this point slightly later in the year and see how the industry is evolving to handle last year’s damage.

What’s new pussycat?

With the dawning of a new year, comes the introduction of fresh budgets, ideas and negotiations. With lots to offer our readers in the way of new features (pg 11) and new columnists (pg 47), we hope that as you continue to tell us what you want to see on the pages, we will continue to provide it.

There’s plenty for advertisers too. This year will see Equestrian Business Monthly unveil a selection of exciting opportunities, including interactive, online and print options – so get in touch now to find out what we’ve got in store for you.

For now, I will let you enjoy this month’s issue and hope to bump into lots of you at BETA.

Meet Jamie Hall

On the cover

Jamie is a Norfolk based equine and wildlife photographer specialising in 1-1 portrait sessions and studio based photoshoots.

To see Jamie’s work visit his Facebook page: Jamie Hall Equine Photography or website: www. jamiehallphotography. co.uk.

A big thank you goes out to Donna Copsey for braving the snow to bring us this month’s cover.

Donna wears the Champion AirTech riding hat, Equetech ladies quilted jacket, Toggi Derby jodhpurs and Taurus Lancer riding boots. All of these items can be seen at this year’s BETA International trade fair.

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

UK NEWS

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

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

ESMA nominations are in T

he PagePlay Equestrian Social Media Awards (ESMA) finalists have been announced.

With 10,016 nominations received in 2012, this year’s awards are set to be more competitive that before.

“We were delighted to receive so many nominations this year,” says director of the awards, Liam Killen. “The ESMAs go from strength to strength every year and it’s inspiring to see the global equine community embracing social media in a way which

benefits the entire industry.”

The ten best nominees have been selected based on the strength of supporting statements made in nominations, the degree to which they are active and engaging in their online efforts and the adherence to the rules of the social media platforms they use.

The finalists will now be awarded a score, which is based 75% on the views of the expert panel and 25% on a public vote.

The 297 finalists from over 90 countries will now create a 30 second ESMA acceptance speech

video in which they can show off their creative side. The winners will be announced during ESMA Week (25th February – 1st March) when an awards ceremony video will go live each day.

Voting closes 8 February.

Submit your votes at: equestriansocialmediaawards. com/finalists

First saddle for larger riders hits market

Feed company use clever online initiative

irst Thought Equine, have launched The WOW Bounty – a dressage saddle with a deep profile seat designed to offer support and comfort to the larger rider.

“This is the first saddle of its kind to hit the market,” says co-proprietor David Kempsell.

“Larger riders often feel pushed forward in conventional dressage saddles, the Bounty maintains a secure and comfortable riding position. Importantly, we have designed a longer, larger seat without making a longer saddle, as many weight-carrying horses are short-backed. The panel of the saddle measures 18”, so it is suitable for all horses.”

WOW’s Pointless Panel System, which increases shoulder movement and interchangeable steel or carbon fibre headplates, is available in 11 sizes.

The saddle which is rather costly, starting at £2,295 and increasing to £2,595, may receive some criticism from those within the

orget-Me-Not Farm feed company have teamed up with Essex Horse & Pony Protection Society in a social media initiative that will see bales of feed donated to the Basildonbased charity set up to care for, rehabilitate and re-home horses rescued from cruelty or abuse.

For every 50 new ‘likes’ on the Forget-Me-Not-Farm Facebook page the company will hand over a bale of feed to the charity. “We think that this is a brilliant way for Forget-Me-Not-Farm to help the horses in our care,” says EHPPS manager Sue Allery. “We have a large number of horses and ponies with us this winter and, at this time of year, it puts even more of a strain on the charity to provide them all with a healthy, nutritious diet. The Forget-MeNot-Feed donations will prove invaluable and we are very grateful for its support.”Visit Forget-MeNot-Farm’s Facebook page to get ‘liking’. www.facebook.com/ ForgetMeNotFarmFeeds.

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industry who do not believe that larger riders should be encouraged into the saddle; however for now the result is positive.

“We are thrilled with the response to this saddle – and have recognised a market demand from our customers,” says David.

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Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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UK NEWS

Equestrianism is on the up Rural economy calls for help

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welve months ago the British Equestrian Federation (BEF) unveiled its London 2012 Olympic and Paralympic Hoof Legacy plans at the London International Horse Show, Olympia.

Now, post Olympics, figures released by Sport England show that equestrianism is among the top 10 participations in England. In eighth place, the sport has around 331,000 people aged 16 or over riding, driving or vaulting for more than 30 minutes a week (October, 2012).

Sixty-four riding schools in England have so far signed up for Take Back the Reins (TBTR), an initiative that targets lapsed and new riders giving them the skills and confidence to reignite their passion for horses.

Among the schools participating in TBTR is Grove House Stables Equestrian Centre in Yorkshire.

Its proprietor Andrew Stennett reported that the weekly course has proved very popular: “We have found that there are a lot of parents out there, who might be keen to get back in the saddle but who might not be as brave and confident as they once were. TBTR gives them the opportunity to take

up riding again in a controlled environment, where everybody is in the same boat.”

There have been queues forming up and down the country to have a ride on one of the three mechanical horses, which have been touring the UK. In October, 437 shoppers – from young children to adults – waited their turn for a ride on a horse simulator at Manchester’s Trafford Centre.

Central to the Hoof Legacy campaign has been the launch of Hoofride.co.uk, the online portal launched last April that is designed to provide a ‘one-stop shop’ for visitors to find out how, where and why they should pick up the reins and become involved in riding, driving or vaulting.

The Hoof portal, which received nearly 50,000 page views during August - at the height of the Olympics, continues to be an invaluable resource for new and existing riders. Its interactive nature allows users to select their own horse riding path – be it a beginner finding out where to go or what to wear – or a seasoned competitor looking for advice on horse passports, funding opportunities and apprenticeship schemes.

Dog Rocks USA to launch at trade fair

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og Rocks will officially launch its American partner, Dog Rocks USA LLC to the US market at Global Pet Expo 2013. “It has taken us six years to get ourselves into the position where we can realistically service the American market in terms of stock levels and cash flow but we are now ready to roll,”

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says Carina Evans, Dog Rocks business development and sales manager.

Dog Rocks will work hand in hand with All Points Marketing to support and grow business at retailer and distributor levels.

Dog Rocks’ products have been available in Australasia for 12 years and Europe for eight years.

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

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LA Game Fair director Andrew Crawford has called on rural Britain to turn out in force to support this year’s country show season in light of last year’s weather washout.

Speaking at the London launch of the CLA Game Fair 2013, which takes place at Ragley Hall, Warwickshire from 19th-21st July, Mr Crawford revealed that outdoor events, attended by millions of people each year, were the lifeblood of the rural economy and a shop window for thousands of small businesses who desperately need help.

“Last year’s wet weather cost the rural economy more than £240 million after a string of countryside events were cancelled,” he says. “We are calling for a massive show of support for the organisers, exhibitors and traders at all of this year’s outdoor shows to help give the countryside a significant boost. As the largest event of

its kind in the world, we hope the CLA Game Fair serves as a platform for a united front to show the rural economy has a strong and successful future.

“The 2013 CLA Game Fair venue is centrally placed and within easy reach of major cities and towns so we will be increasing our emphasis on encouraging a new and younger audience to experience country sports for the first time.

Visitors can expect to see sporting action, main arena attractions, a sumptuous food festival, shopping from around 1,000 exhibitors and a renewable energy zone.

Around £80 million is generated in the regional and wider rural economy during the CLA Game Fair with upwards of 144,000 visitors and 1,000 exhibitors.

Ragley Hall last hosted the CLA Game Fair in 2010 when around 145,000 people attended the three-day event.

Tickets will go on sale in March.

Creative Equine launches virtual admin assistance

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new outsourced admin service has been introduced from the team at Creative Equine. A virtual administration department has been set up to offer equestrian businesses, yards and riders the opportunity to off load time consuming admin tasks to a knowledgeable equestrian team without taking on the costs of employing staff. This remote

service includes invoicing, database and diary management, e-mails, Facebook activity and project management, call backs, livery agreements, lessons and clinic bookings.

The service is designed to be used as and when needed and is charged by the number of hours required and can easily be spread and planned across a week or a month.

UK NEWS

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

Date of preparation: November 2012. Use medicines responsibly.

UK NEWS

Employers get apprenticeship boost

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mall and medium sized employers looking to offer apprenticeships in England have been given a boost as the National Apprenticeship Service announces moves to help employers recruit an apprentice.

The government has confirmed an extension of the Apprenticeship Grant for Employers of 16-24 year olds (AGE 16-24) to March 2014.

The £1,500 grant is available to help businesses with less than 1000 employees take on an apprentice.

Initially only on offer during the 2012/13 financial year, the funding has been extended following a positive response from employers. It has also been

increased, so eligible employers can claim the grant for up to ten apprentices.

“We know that many businesses believe Apprenticeships deliver the skills needed for growth so we are delighted AGE 16-24 has been positively received by employers for helping them to do just that,” says David Way, chief executive of the National Apprenticeship Service. “Apprenticeships come with a guarantee of quality, giving young people a job with training, and are proven to deliver a significant return on investment, so this really is a win-win initiative for employers.”

To further support businesses, the National Apprenticeship Service

(NAS) has announced a minimum level of support employers can expect from the Service including commitment by NAS to responsiveness during initial call handling, analysing need, referral to providers and an after-service follow up review from their dedicated team.

Horse meat scandal has wider implications

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he recent revelations concerning horse meat being identified in various meat products has highlighted concerns about meat traceability and equine welfare according to The British Horse Society.

The charity believes that a number of serious food hygiene issues need addressing as a matter of urgency. The 2012 Defra decision to withdraw funding from the National Equine Database, and the subsequent loss of that database, has given rise to concerns that it is possible for contaminated horsemeat to enter the human food chain.

All horses must have a passport which contains details of the drugs that a horse is given during its lifetime. If a horse receives certain drugs, it may not be slaughtered for human consumption due to fears over the effects of these drugs on people.

However, with no central database to facilitate checks it is now possible for a horse to be issued

with two passports; one in which medication is recorded and an apparently clean one to be presented at the time of slaughter – allowing the medicated horse to be passed as fit for consumption.

Years of unchecked indiscriminate breeding have resulted in literally thousands of horses with little or no value and a shortage of responsible and knowledgeable owners willing to care for them.

Frequently these are the animals that end up at the abattoir and the BHS believes that tackling overpopulation should be the focus rather than debating the issue of consuming horsemeat.

In a press release the charity states: “We believe that we must focus our energy on the horses that are alive and suffering today. The resources of all equine welfare charities are being stretched as never before due to both the economic climate and equine population.”

University launches equine nutrition app

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ollowing the success of Aberystwyth University’s inaugural farming app, farmGRAZE, earlier this year, a second app has now been launched which is aimed at the equine sector. horseRATION is the first app to be aimed specifically at equine nutrition and allows the user to accurately calculate the amount of feed their horse needs.

Taking into account weight, workload, body condition score, behaviour and health status, the app is able to guide horse owners towards the most suitable diet for their horse or pony, which will avoid various nutritional-related health problems including obesity. “horseRATION and farmGRAZE form part of the mobileFARM

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initiative which has been created to specifically promote apps developed from the expertise in the areas of agriculture, equine science and animal health,” explains Dr Rhian Hayward from the Technology Transfer Team, Commercialisation and Consultancy Services at the University. “horseRATION is the result of an Apps Challenge held for staff and students last year to transform research based ideas into mobile app concepts.”

Equine nutritionist Catherine Hale, who is in the final year of her PhD at Aberystwyth, is looking at novel ways to improve energy utilisation in horses and won the Apps Challenge with her idea for horseRATION. “We have included tips throughout the app that help

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

users to answer all the questions needed to form the ration,” she says.

There are two versions of horseRATION available. The free version will help owners calculate the amount of forage needed by the horse, whereas the full version (£4.99) includes hard feed calculations as well as other features.

Since its release on the Google Play app store in July 2012, farmGRAZE has been downloaded over 1,000 times by users in the UK and globally including the USA, New Zealand, Australia and South Korea as well as several European countries.

news in BRIEF BHS elects new chairman

Claire Aldridge is the new chairman of the The British Horse Society (BHS). With a wealth of knowledge and experience in equestrian welfare and safety, assets which have been of great benefit to the BHS since her election as a Trustee in June 2009, Claire has been an active member of the Society for many years. She has served as vice-chairman since April last year.

New members for BEF

The British Equestrian Federation (BEF) has elected Jane Hastie née Nixon as director of Equine Development and Spencer Moore as director for Sports Development.

“I am thrilled to have Jane and Spencer join the BEF Board and we are very fortunate to have two such talented individuals join our team,” says chairman of the BEF Board, Keith Taylor. “Together they bring a wealth of relevant knowledge and experience which equips them well for the roles they will perform on the Board.”

By royal demand

Dodson & Horrell is to be part of this summer’s Coronation Festival at Buckingham Palace.

The Coronation Festival is a one-off event for holders of Royal Warrants to celebrate the 60th anniversary of The Queen’s Coronation.

Dodson & Horrell has held a Royal Warrant since 1985 for its horse feed and since 2006 for its dog food brand Chudleys.

The stand will feature a mechanical horse and appearances by members of Equestrian Team GBR who will also be signing autographs.

Riding club interv iew: Finn Valley

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Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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UK NEWS FEI acquire Top Partner in historic long-term deal

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ongines has become the FEI’s first Top Partner following the agreement of a historic very long-term sponsorship deal that will see the Swiss watchmaker become the Official Timekeeping Partner of the FEI. Under the new agreement – which marks the biggest sponsorship deal ever brokered by the FEI – Longines becomes the Official Top Partner, Official Timekeeper and Official Watch of the FEI. Longines will take on a number of key FEI properties including the title sponsorship of the FEI World Cup Jumping before the start of the new season in October 2013.

An official signing ceremony took place in Lausanne (SUI) on 15th January with joint signing by FEI President HRH Princess Haya,

and Mrs Nayla Hayek, chair of the Swatch Group Board of Directors.

“I am totally thrilled to welcome Longines as the FEI’s first Top Partner. This is the beginning of a new era for our sport and the FEI,” says FEI President HRH Princess Haya. “Longines has always had a huge presence in our community and our new partnership is a true celebration of our shared passion.

This is an immense moment for the FEI. This long-term partnership with Longines will completely revolutionise the way we are able to produce our sport across all of our disciplines. I am enormously grateful to Mrs Nayla Hayek and her board for recognising the incredible potential and possibilities of the ever- growing equestrian sport.”

CONSUMER CORNER Madness to perform at Sandown They performed from the roof of Buckingham Palace for the Queen’s Diamond Jubilee, played to a television of millions at the London 2012 Olympic Closing Ceremony and this summer they will be singing live from the stage of Surrey’s Sandown Park, as the racecourse announces the first of its summer music nights.

To be held on Wednesday 17th July 2013, the band are the first confirmed act in the racecourse’s famous open air events, and will perform a 90 minute live performance immediately after the last race.

Madness are Britain’s most successful chart band in music history, having had

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twenty-one top-twenty singles in a seven year period from ’78-’86, and many more since.

“We are delighted to welcome back Madness who played to a sell out audience at Sandown Park in 2008,” says Rupert Trevelyan, regional director – London. “They are one of the most popular bands in the UK and following their huge impact on the British public last year, we look forward to another fantastic night of fun!”

Tickets are £37 for adults and “20 for children aged 5-17 years old.

For further information or to book tickets call Sandown Park on: +44 (0)1372 470047 or visit:www.sandown.co.uk.

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Surrey vet physio goes interactive

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reelance veterinary physiotherapist Helen Morrell, from Surrey Vet Physio, has produced easy to follow instructional videos, showing stretching exercises and massage techniques used in her physiotherapy sessions to help customers.

During physiotherapy sessions, owners are often given stretches and exercises that they can do with their animals, to help promote recovery, and this is what the videos show.

“We’ve all been in the situation where, at the time, we fully understand a given task but, the next day, there are a few grey areas,” says Helen. “This can be very frustrating, especially when you know how important it is to do the task correctly and that’s the same with massage and stretches.

I often leave my customers with exercises they can do with their horse or dog, and I feel that the videos are a great back up to this.

They show how to do the stretches with helpful audio that explains exactly what should be done. Of course, I’m always at the end of the phone to offer additional help, but sometimes a picture, or a moving picture in the case of video, can do the job much better!”

New research uncovered for fatal equine disease

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ew research from the USA and recently published in the Equine Veterinary Journal (EVJ), has shown that a toxin from the box elder tree is the likely cause of Seasonal Pasture Myopathy (SPM), the US equivalent of the European disease known as Atypical Myopathy (AM). Preliminary comparisons of these results with cases of AM in Europe suggest that the European condition may be linked to similar trees which could have an important bearing on the future prevention of the disease in Europe.

Seasonal Pasture Myopathy is a highly fatal muscle disease in Midwestern USA and Eastern Canada. A similar disorder called Atypical Myopathy is becoming increasingly frequent in the UK and Northern Europe.

Outbreaks of both diseases tend to be seasonal, with most cases occurring in the autumn. Horses that develop SPM and AM are usually kept in sparse pastures with an accumulation of dead leaves, dead wood and trees in or around the pasture and are often not fed any supplementary hay or feed.

Research identified that seeds from box elder trees were consistently present in the autumn pastures of all 12 horses enrolled in the study. These

horses were from 11 different farms and had all presented with the clinical signs of SPM, which include muscular weakness and stiffness, dark urine, periods of recumbency, colic-like signs and muscle trembling. The toxic amino acid hypoglycin A, which is known to cause acquired multiple acyl CoA dehydrogenase deficiency (MADD) was shown to be present in the box elder seeds and hypoglycin metabolites were identified in the serum or urine of all the horses. All but one of the cases proved fatal.

“This is a really important step forwards,” says Professor Celia Marr, editor of Equine Veterinary Journal. “We don’t yet know for sure that the cause of European disease, AM, is the same as SPM in the US. But the clinical signs are identical and both conditions have a high fatality rate. It remains to be seen whether this research will help European horses, but there is no doubt that it will allow American horse owners to prevent this devastating condition affecting their horses with immediate effect.”

TEA BREAK

Victoria Spicer: Journalist Scattered across the country it can be hard to put a face to a name in this business. Our brand new feature – Tea Break – takes a look at various people in the industry and finds out just how they got where they are today.

Job title: Web Editor of Horse & Country TV, Press Officer for Hickstead Relevant qualifications for job: I have an MA (Hons) English Literature from the University of Edinburgh and I completed the British Horseracing Authority Graduate Scheme in 2004.

Victoria Spic er courtesy of Horse magaz ine & Steve Bar dens

Best thing about it: I can say with all honesty that I not only have one dream job – I have two of them! I work for H&C TV three days a week, editing the website, writing news, blogging, managing the other writers and reporting on events – plus I do some filming and production, including the hit H&C documentary series ‘Carl and Charlotte: Dressage Superstars’ and our fortnightly show ‘Rudall’s Round-Up’. I also work parttime for Hickstead where I run the press office during our two international shows, and handle all the press and PR enquiries in the run up to the events.

Toughest part: Summer is definitely my busiest time of year, with lots of events to cover for H&C and the Derby Meeting and Longines Royal International Horse Show keeping me very busy at Hickstead. I’m lucky to get a half day off between April and September.

Advice for budding journalists/prs: Journalism is a hugely competitive profession, and if you’re not exceptional at writing – including spelling

and grammar – you might struggle to get a break. Read as much as you can, write as much as you can, and do lots of work experience – making sure you get the person’s name and company name correct when you get in touch about work placements (many don’t!)

Favourite horsey moment in history: I’m a huge racing fan so it has to be seeing Kauto Star win his fifth King George at Kempton in 2011. I was lucky enough to see Frankel win numerous times as well.

Best horse name you’ve encountered: Again, back to racing – I loved Tricky Trickster, especially as my horse (another racehorse) is called Confidence Trick, or Tricky for short, and when he’s good, I call him after his famous National Hunt namesake. Tricky Trickster had a bad fall last year so it was really lovely to see his trainer tweeting a photo of him out hunting recently –I’m a massive advocate of racehorses going on to successful second careers.

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Marketing the stud feed

More bang

FOR YOUR BUCK Feeding for breeding and youngstock is a complex subject and one that can directly impact the success and longevity of a breeding program. Lizzie Drury from Saracen Horse Feeds explains how to maximise on these sales.

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aracen Horse Feeds recognise that the nutritional requirements of different types of breeding stock differ according to the job that is expected of them, and it is important for retailers to acknowledge and understand why so that they can pass on the knowledge and value to their customers.

Saracen manufacture a complete range of stud feeds, entirely designed to service this sector. All of the feeds are formulated using the latest in cutting-edge research and ingredient technology which we bring to the UK market through our partnership with US based Kentucky Equine Research (KER). KER is the most prolific independent equine research centre in the world, entirely committed to the advancement of breeding and athletic performance through nutrition.

The breeding stallion From a nutritional standpoint, the act of breeding can loosely be classified as ‘work’. According to the Nutrient Requirements of Horses, produced by the National Research Council, breeding stallions expend nearly the same amount of energy as performance horses in light work.

For the stallion, the year can be divided into two basic phases, the ‘covering season’ and the ‘off-season’ and Saracen has formulated two specific diets for these phases in its Stallion Plan range. The difference in the feeds is the energy composition, with the ‘Off-Season’ mix being designed to maintain optimal body condition when the stallion is not performing stud duties. The higher specification ‘Covering Mix’

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should be introduced between 60 and 90 days before the breeding season begins to allow the sperm to be manufactured within the male reproductive glands and then become available to fertilize the mare.

The feeds are fortified with optimal concentrations of supporting vitamins and minerals through the inclusion of Saracen’s stud balancer Stamm 30.

The broodmare A broodmare’s feeding programme should be divided up into three separate stages. The nutrient requirements for these three stages differ markedly and adjustments should be made in the mare’s feeding programme to accommodate these differences.

The most common mistakes made in feeding broodmares are to overfeed during early pregnancy and underfeed during lactation.

Early pregnancy: From conception through to seven months. Barren and maiden mares without foals by their sides would fit into this nutritional category a.) Forage should form the basis of the ration b.) Always feed a balanced diet stud balancers that are dense in nutrients but low in sugar and starch are ideal for this stage e.g.

Saracen Stamm 30 The last trimester: From seven months of pregnancy through to foaling c.) Protein and mineral requirements increase to a much greater extent d.) Trace minerals are particularly important e.) It is very important to maintain optimum body condition in this stage f.) Specifically formulated diets exist e.g. Saracen Mare-Care

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Saracen Mare-Care is a specifically formulated diet for broodmares during late pregnancy and lactation. Its formulation boasts elevated levels of vitamin E, which may positively affect fertility.

A carefully balanced ratio of omega-3 and omega-6 fatty acids are included, necessary for the production and distribution of hormone-like substances which increase the chances of a successful pregnancy: Mares are more likely to carry their foals to term and the foals are more likely to have higher birth weights.

Saracen Mare-Care contains Bio-Mos to help optimise mare health by attracting and ‘mopping up’ bacteria, such as E-Coli and Salmonella.

Lactation: Five or six months after foaling g.) The most important message here is not to underfeed. During this crucial stage a number of nutritional requirements for the mare increase such as digestible energy, protein, lysine, calcium

and phosphorous h.) There are major consequences if weight loss is experienced by the mare in this stage, such as reduced reproductive efficiency and growth rate of the foal

The weanling During this stage in a foal’s life a growth slump is often witnessed and therefore proper nutrition is paramount. Many foals are introduced to creep feeding by two months of age, a time when milk begins to decrease and often no longer fulfils the nutritional needs of the foal.

Creep feeding serves two purposes: To guarantee the weanling’s nutritional needs are being met and to familiarize weanlings with eating concentrate so that feeding time will be less stressful once separated from their dams. How the foal is fed following weaning often depends greatly on what is expected of it in the following months. Recent

Marketing the stud feed and on-going research suggests a relationship between the glycemic nature of feed and the incidence of skeletal disorders, such as Osteochondritis Dissecans (OCD) in young horses.

By paying attention to the research, retailers will be prepared to advise their customers and demonstrate their professionalism in the breeding sector, and create and re-enforce a strong reputable retail brand. Online resources, such as Saracen Equinews exist for this purpose, providing an online database of educational papers, articles and studies on research for nutritional management of breeding and young stock.

What do customers look for?

In the current market customers are much more aware of the advantages of seeking out stud rations that are backed and supported by research, so that they have the peace of mind that the ration will fulfil the requirements of feeding breeding and youngstock. Taking short cuts that look to save money may compromise the health of the foal and the potential of it reaching its future career.

Quality and palatability are important to customers as the horse/yearling has to eat the ration so by providing samples to your customers, they can ‘try before they buy’ and test the palatability.

Providing reliable advice is very important to customers and we offer training solutions to ensure that staff are able to confidently advise on feeding breeding and youngstock correctly. Saracen Horse Feeds are on hand to offer advice at the point of sale through our advice line, or we can advise through online services such as ‘Feed Check’ a free diet check for

the horse, or by contacting one of our area sales managers for advice.

What research can help retailers?

Research carried out by KER has enabled us to recommend the use of natural vitamin E for improved fertility and colostrum quality in the mare. This can be applied using a product called Nano E. KER also have performed research studies looking at the importance of the glycemic index of a feed and its role in Developmental Orthopeadic Disease (DOD) in youngstock.

This research in particular led us to formulate the low glycemic youngstock feed Level-Grow. All of the research that we refer to in the development of our products is available to view through KER directly, or ourselves.

When should retailers look to stock these lines?

Retailers need to be aware of the “breeding” cycle, as some stud rations will be more relevant at certain times of the year. It is also important to understand your local market and customer base. A local client base of Thoroughbred stud farms, which breed for racing would tend to use tools to synthetically ‘manage’ the breeding season and thus may have slightly different requirements to Sport Horse breeders.

For stallions, the ‘Off-Season’ Mix should be stocked over the summer, April-November, with the ‘Covering Season’ Mix coming back into play in December, in preparation for the breeding season.

For broodmares Saracen Mare Care is a retailer’s ‘essential’ to

meet the nutritional demands of the last trimester of pregnancy and through lactation. Typically this is from February onwards.

For foals, weanlings and yearlings, consider stocking Level-Grow Mix or Pencils in the spring when ‘creep’ feeds will start to be introduced around the period of weaning.

How can the retailer drive sales?

The most effective answer to this question is training. Customers value knowledge and advice from their retailer, and a reputable retailer should be able to answer questions on the different types of stud feeds available, clearly and effectively. It takes training and investment in your business and your staff to achieve this. Saracen Horse Feeds offer training so contact your area manager or our head office today to arrange this.

Other elements to consider: • Display areas should be clear, neat and accessible • Present literature on the ranges close to the stud feeds so that customers can refer to bags, compare ingredient lists and other products • Promote that this literature is there to take home and read and that you are happy to answer any questions • Advise that you work closely with

manufacturers such as Saracen Horse Feeds, to provide credibility to your retail and advisory services. You can recommend us as an information resource and our experts can pass on knowledge to you and your customer, helping to raise awareness and education of both parties and ultimately provide a satisfied customer • Staff should have a basic understanding of the difference between the feeds and be able to direct the client with this information. A store which proactively shows an understanding of breeding nutrition will install the customer with confidence promoting a return visit to the store • Stock levels are vital as once a particular feed is purchased, the client won’t want to switch to another if it’s out of stock • Utilise online educational resources: websites, fact sheets, ration consultants, feed check forms – pass on these free resources to your customers to demonstrate you are a proactive and driven retailer who wants to help educate customers on best practice and what is available • Stock a wide range of products • Work with your area manager.

They have a vast knowledge of your market and will be able to advise you on the most suitable products, what samples to stock, which products to prepare to have in stock to meet customer demand.

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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Marketing the stud feed PRODUCT

PRODUCT

PRODUCT

Mare and foal

All she needs

Advanced formula

Dodson and Horrell is one of the only companies to produce specialist feeds for part-bred, native and warmblood broodmares, who tend to maintain weight easily. Mare & Youngstock has been specifically designed to allow a lower intake compared to most stud feeds and contain elevated levels of essential vitamins and minerals. This unique formulation provides the mare with all the vital nutrients she needs, whilst helping to control calorie intake.

It’s also packed full of beneficial ingredients such as MOS, which helps aid good quality colostrum production. So, your customer can rest assured that their mare is getting everything she needs!

Saracen MARE-CARE is a high spec mix for broodmares, providing extra nutritional support to meet the specific nutrient requirements during late pregnancy, leading up to foaling and through lactation. Suitable for providing flexible energy levels, controlling body condition throughout gestation, meeting the specific nutrient requirements of mares during late pregnancy and lactation and supporting maidens, poor milkers and mares producing borderline or poor quality colostrums.

The product features a boosted level of vitamin E, a balanced ratio of omega 3 and 6 and contains BioMos.

The Gain Horse Feeds Stud Range provides a specific feed for all stages of equine reproduction, lactation and growth. The scientifically formulated Gain Stud Range is a consistent and palatable dust free feed of the highest nutritional content. Gain include some of the most advanced trace mineral and vitamin premixes in the industry, including Alltech’s YEA-SACC 1026 live yeast, BIOPLEX Zinc, Copper and Manganese and SELPEX Selenium.

The Gain Stud Range also contains optimum levels of Vitamin E. Gain is the first horse feed company to use the antioxidant ‘Proviox 50’ (Grape PP) which complements the efficiency of Vitamin E and Selenium.

Dodson & Horrell: +44 (0)8453 452627

Saracen: +44 (0)1622 718487

Gain Horse Feeds: +44 (0)7912 197000

www.dodsonandhorrell.com

www.saracenhorsefeeds.com

www.gainhorsefeeds.com

For more info and nutritional advice

01622 718487

www.saracenhorsefeeds.com

“AT ADIVA STUD, WE MUST PROVIDE HIGH QUALITY AND CONSISTENT NUTRITION FOR OPTIMUM GROWTH AND DEVELOPMENT FOR OUR YOUNGSTOCK, WHICH IS WHY WE CHOOSE SARACEN HORSE FEEDS”

FEED THE DIFFERENCE HIS HIGHNESS THE KWPN UK DRESSAGE FOAL CHAMPION 2012

(Wynton x Fabriano x Donnerhall)

FOR PRODUCT REVIEWS AND MORE INFORMATION ABOUT THE SARACEN STUD RANGE, PLEASE VISIT OUR WEBSITE WWW.SARACENHORSEFEEDS.COM/STUD

sharp end

Treats, licks and toys

At the

Mike Potter provides sales & retail on mpotter@talktalk.net training for equestrian retailers. Contact him

T

he summer of sporting success has an important lesson for all businesses, the importance of training and personal development. Athletes don’t just turn up on the day and hope they can run faster than anyone else.

They train hard. And yet many businesses recruit and retain staff with no skills and no attempt to develop them, and then wonder why they are failing.

And it’s not just the athletes who train, there is a whole team behind them from personal dieticians and sports psychologists to physiotherapists and medical experts. These all ensure that the athlete is in peak physical condition at the right time to enable them to win medals.

And businesses need to take this all-encompassing holistic approach to success as well.

Retailers need to ensure every last aspect of the shop is efficient and effective ‘retail is detail’. This includes layout, merchandising, stock control and the procedures for every task that needs doing from unpacking stock and pricing it up to who is going to do the washing up and change the loo roll (I can hear the groans of agreement, been there done that).

I used to run a planning exercise after our peak back-to-school rush when I ran shoe shops. Anyone who has braved a shoe shop at this time with their kids will know what it’s like. You have to endure an hour, but imagine the staff who

have that all day every day for a month. We could take a month’s turnover a week every week for four weeks, in that environment you have to have ‘your ducks in a row’.

We would look at every single last aspect of what went well and what needed improving right down to the last detail. One year we even looked at where we stored the carrier bags and moved them a few feet into a different area, which saved a few moments on each till transaction which meant we served customers quicker and had more staff available to serve.

That’s what you call focused on the objective.

Part of this holistic approach is to look outside the box for

inspiration and skills that can be applied. I used the sports analogy because that’s how I look at business. My shop sales floor was my sports arena. That’s where I compete, why do you think we call other businesses ‘competitors’. If you were running a premier football club you wouldn’t put a team with no training or preparation on a pitch that is past its best and expect to win, yet shops put poorly developed staff in a badly laid out shop and then wonder why they go bust.

Have a good look around your business and ask yourself; is this a first class stadium and do I have the athletes to win? If not, do something about it.

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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BETA International preview

Causing a scene BETA International offers several awards, including the well acknowledged Best Stand Awards. Equestrian Business Monthly finds out just how to steal the crown for these awards and provides that all-important show information.

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udged on the first day of the show – Sunday 17th February – the Best Stand Awards are based on two categories; under 32 metres and 32 metres and above.

Last year’s winner of the Best Large Stand award for the first time was Puffa. The company took great honour in receiving the award and hope to be in with the running this year. However, winning this award is no easy task. “Danielle Riggott, our in house senior designer, came up with the concept and the whole idea, which took two days to build,” says director of Sherwood Forest, Krishan Sohal. “Hanger appeal and presentation has to be pin sharp when considering an effective display. Receiving all good comments last year, Krishan believes that the award has been good for business: “We received all positive comments last year which boosted our moral and brand profile.” Keeping this year’s stand design a closely guarded secret, visitors are hopefully in for a treat. “This year’s stand will be a surprise,” says Krishan. “It will be simple yet elegant, inspiring and promote our country.”

Previous winners for the large stand include Charles Owen and Carr & Day & Martin and Gabriella Shaw Ceramics, Asmar Equestrian and Battles for the small stand.

From the horse’s mouth BETA International organiser Claire Thomas explains the dos and don’ts of winning stand design.

Q: What are stands judged on?

Q: What makes a good display?

There are several criteria:

A really effective display is one that acts as a clear showcase for a product or range of products.

It should be well-thought-out, deliver a defined message and be visually appealing to grab the attention of passing visitors. At its most basic level, it is a shop window and an invitation to come on to the stand to find out more.

■ Their overall impact and the way in which they engage visitors and encourage them to stop, look and browse.

■ The message they send out.

Do they adequately convey which company is exhibiting and give a clear and relevant message?

■ They should be tidy, well laid-out and very pleasing on the eye.

■ The stands should display information so that the visitor can browse and take something away with them.

Judges also consider the onstand personnel. They should be: ■ Clearly identifiable ■ Smart and appropriately turned-out ■ Sufficient in number ■ Approachable and knowledgeable about products and information displayed Q: How does this differ between large and small stands?

It doesn’t, really. Space, no matter how much or little, can be used in an attractive and effective manner to inspire, inform and attract the visitors.

Displays and literature can be arranged in a clear and logical manner, and all staff, even one person, should be polite, helpful and keen to go that extra mile.

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Tidy, aesthetically pleasing and well-ordered displays are a tremendous reflection on a company and can make a hugely positive impression on prospective buyers.

Q: Over the years, is there one stand that has stuck in your mind?

That’s a really tough question because most stands at BETA International are of an exceptionally high calibre and choosing one is nearly impossible. There are so many that have caught our eye for a wide range of reasons.

Q: What should exhibitors try to avoid?

Exhibiting is quite an art form.

Nothing happens by chance, despite a successful stand emanating a controlled and effortless air. The swan might be swimming gracefully across the mill pond but, underneath the water, its legs are working ten to the dozen.

Key pitfalls to avoid when exhibiting are: ■ Cluttered and over-crowded stands ■ Poor displays ■ A lack of literature ■ A confused identity ■ Insufficient lighting ■ Too few or too many staff ■ Staff lacking in product knowledge ■ Badly dressed staff ■ Stand personnel who fail to engage with visitors.

They should be warm and welcoming, not sat behind a counter reading a magazine!

Q: How important are colours in creating an effective stand?

BETA International sees an entire rainbow of colours throughout the halls because stands are often created to comply with corporate branding or complement it. Colour is a great way to attract attention – whether it is used as an entire backdrop or as an accent on pristine, white walls.

The way in which our brains are wired means that they are also extremely adept at linking a company with a recognised colour. Think about this and you will, no doubt, be able to list several companies with their ‘corresponding colours’ Colour is also a really powerful way of setting a scene and creating the right mood. For example, an outdoor clothing company might use plenty of green and natural wood to generate thoughts of the countryside.

BETA International preview

BETA: The facts For BETA International veterans, information on opening times, itinerary and what to expect may seem like old news, but for newbies, it can be overwhelming.

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eld at the Birmingham NEC between Sunday 17th February and Tuesday 19th, doors will open at 9:30am to visitors, closing at 6:30pm on Sunday and Monday and 5pm on Tuesday; and 6pm for exhibitors. Passes can be collected at the entrance and must be worn at all times.

Exhibitors, you will need to make sure that you set up your stand the day before or be prepared to get up bright and early. Stands will need to be completed before 6am on the first day of the show. If you’re hiring help to set up your stand, it is your job to make sure that they are aware of the rules, this includes security too, as they will not be allowed into the hall – and neither will you – until 8:30am on show days. Contractors, along with exhibitors are expected to display their badges at all times.

At the end of the show, packing up may not commence until 5pm, however you wouldn’t want to start early and risk missing a last minute deal anyway. If you have opted for assistance with stand assembling and dismantling, you should be aware that removing graphics, props, products and all other materials that are not part of the stand will need to be done by 6pm as this is when the team will begin removing the stands. Exhibitors who go over the time will be charged at cost for surcharged time.

Given the nature of BETA as a trade event, only visitors, official guests and the press are allowed access to the event. Visitors who pre-register will not be charged for their entrance, however arrivals on the day will need to produce a relevant business card or form of ID and will be subject to a £10 charge per company. UK retailers visiting for the first time will be asked

to provide their VAT number.

As usual the show will feature the New Product Gallery, Fashion Show and Horse Demonstration & Seminar Arena and AMTRAaccredited worming seminars, hosted by main sponsor Virbac Animal Health.

What’s on?

New Product Gallery

Seminars

Horse Demonstration Arena

Innovation awards

The gallery sits at the heart of the show, highlighting new products from home and abroad – a great way to source some tempting buys for your customers.

See new products put through their paces before your very eyes as companies demonstrate their latest lines. This is a wonderful opportunity to see stock out of the packaging and in use with plenty of time for asking questions.

Fashion Show

The Fashion Show brings a touch of glamour to BETA International as models take to the catwalk in clothing, footwear and accessories from colourful autumn/winter collections. A highly popular feature for suppliers to showcase their stylish new gear and buyers to check out the latest lines for later in the year.

SQPs can gain valuable CPD points at the AMTRA-accredited worming seminars. You don’t need to book – just turn up for the session with your SQP number.

These awards are open to all exhibiting companies – provided the entries have been introduced to the market no more than 12 months before the show.

The awards feature seven categories – Saddlery and Tack, Rider Clothing, Feed and Supplements, Horsecare Products and Equipment, Safety and Security, Pet Products and Other – and are judged by a panel of equestrian experts.

Winners are announced on the second day of BETA International, bringing them wide acclaim and the right to use the Innovation Awards logo for marketing purposes.

Companies wishing to enter a new product should complete the entry form in the online manual.

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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Abbey England

G5.1 G6.1

Contact: Richard Brown Tel: +44 (0)1565 650343 sales@abbeyengland.com www.abbeyengland.com BETA International 2013 is set to be an exciting show for Abbey England as they focus on the Equus brand of high quality specialist polymer products. The Champagne Bar will be sponsored by Equus and retailers can save 50% when ordering any boots* from the range. High quality English leathers, leather tools, hardware, webbing and outdoor textiles form the core of Abbey England’s extensive product range. *Save 50% off the usual trade price when ordering ten or more pairs of Equus Boots, colours can be mixed.

Orders must be placed at the show for the 50% off saving to apply.

Absorbine/W F Young

E-1-2

Contact: Rachael Holdsworth Tel: +44 (0)1903 892060 absorbine@holdsworthpr.co.uk www.absorbine.co.uk Following the launch of additional products to the Absorbine ShowSheen brand, including the ShowSheen 2 in1 Shampoo and Conditioner and ShowSheen Stain Remover and Whitener, Absorbine will launch the new Try-Pak at BETA. Try-Pak offers three mini bottles of ShowSheen brand products in a triple pack that will be attractive to younger buyers, to those wishing to try out the products and perfect as a gift. Absorbine will continue to focus on marketing its brand with support for the ShowSheen range, as well as the Hooflex hoof care product range, the re-launched Absorbine Embrocation muscle care products and UltraShield fly control.

Buffera What would you pay for horse rugs branded to suit YOUR business. Packaged in quality ziplock bags with comprehensive product information sheets for clear presentation so your customers can see what they are getting. Oh – and delivery is included too!

How about £597 + VAT Now that’s a bargain – we’ll even let you mix the sizes, come along and see us.

Rugs R Us Ltd – Stand D-7-1 www.equirugsrus.co.uk

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

sales@buffera.co.uk Website www.buffera.co.uk (trade only) The very latest innovations and additions to the Buff Headwear collection will be exhibited at BETA. Including new products for AW13-14, the latest additions to the spring/summer Headwear collection including Helmet Liner Pro (designed specifically for use with helmets and protective headgear), Infinity BUFF made with Organic Cotton and Cool Bandana BUFF will be on display. All of these items are available for delivery to retailers from the beginning of March. Buffera Purchase Order Number 4097

P 5.4

Like you, we’re dedicated to horse care.

And we have been since 1892.

Grooming products for a healthy, award-winning shine

For healthy hooves inside and out

HORSEMAN’S ONE STEP Fine leather care in one easy step

®

ABSORBINE LIQUID EMBROCATION The world’s top selling muscle and leg brace for over 120 years

Visit Us at BETA Stand E-1-2

The Horse World’s Most Trusted Name® Unit 17, Kinwarton Farm Road, Alcester, Warwickshire, B496EH

Available from your regular Absorbine® wholesaler www.absorbine.co.uk

BETA International preview

cdVetuk

B-4-3

Contact: Ms Magdalena Orzeg-Wydra Tel: +44 (0)8455 120423 cdvet.uk@gmail.com www.cdvet.org.uk

K-2-1

Champion has been a driving force for safety research and product development for over three decades and BETA 2013 will see the results of a total dedication to continual improvement on display. Retailers can explore the entire British-made Champion hat, body protector and accessory range on the stand, together with some exciting new products and new product developments, including the striking Air-Tech helmet with its high tech ventilation system and innovative adjustable head sizing ring which allows it to accommodate a comprehensive range of head sizes in just three models.

Durango Boot

Contact: Danielle Santos info@charlesowen.co.uk www.charlesowen.co.uk

Contact: Amber Vanwy Tel: +1 7407 531951 ext. 2156 www.DurangoBoot.com

Known throughout the world as the leader in helmet design and innovation, Charles Owen is consistently setting the standard with its equestrian helmet style and safety.

Incorporating the latest technology in protection, fit and ventilation, riders are able to focus on their ride, knowing they can be confident and comfortable with their choice of Charles Owen.

With the largest range of helmets independently certified to three international equestrian safety standards, Charles Owen helmets offer a wider range of protection in an accident.

Founded in 1966, Durango Boot manufactures and markets quality-crafted western and fashion footwear for men, women and children. It is a division of Rocky Brands, a publicly traded company on NASDAQ under the symbol: RCKY.

Fyna-Lite

F 3.2

Tel: +44 (0)1132 707007 info@fbi-ltd.co.uk www.championhats.co.uk

cdVetuk is the general representative of cdVet GmbH in the UK. It is the creator and manufacturer of natural pet products. All products in the range are 100% natural, with no added synthetic additives or preservatives. All recipes have been created with the assistance of veterinarians and animal dieticians. cdVet Natural pet products cover a wide range of natural diets, supplements and care for animals.

Charles Owen & Co

Champion

J 1-2

Gray’s of Shenstone

F-4-1

H.2.2

Contact: Leon Fynn Tel: +44 (0)1789 764848 Sales@fynalite.co.uk www.fynalite.co.uk

Contact: Mr N Gray Tel: +44 (0)1543 483344 Email: sales@graysofshenstone.co.uk www.graysofshenstone.com/trade

Fyna-Lite is celebrating a generation of manufacturing excellence, with the introduction of innovative new products for 2013. The company is exhibiting the current award winning products alongside new ranges.

New products on the stand include the ingenious Pellet Master fork designed for use on pellet type bedding systems, the Heavy Duty Tub Trolley, a comprehensive broom range and aluminium handle options.

“We look forward to meeting you to discuss your requirements and to answer any questions.”

At this year’s BETA show, Gray’s will be featuring great all new, fun products including the Pony Pals Partyware range. The ever popular Pony Pals range will now include a bright and cheerful set of children’s partyware including party cups, plates, invitations, napkins, goody bag, banner, cup cake cases and table cover. RRP: £1.99-£3.99.

Also featuring, a fantastic new set of 10 Pony Pals Model Ponies RRP: £11.95 each.

As an added incentive, Gray’s is offering a 5% discount on all orders placed at the show, and there are many sale items too! See the full range on the stand opposite the main entrance.

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Promoting responsible worming with... and

Syringes treat up to 700g.

Tabs treat up to 800g.

Equimax® treats Roundworm, Bots and all 3 species of Tapeworm.

Eraquell® treats Roundworm and Bots.

To find out more about responsible worming, please visit www.3dworming.com Equimax® & Eraquell® are trademarks of Virbac SA. Equimax® contains ivermectin/praziquantel POM-VPS . Eraquell® contains ivermectin POM-VPS .

Further information available from Virbac Animal Health Tel 01359 243243 Email enquiries@virbac.co.uk

Superb style, supreme comfort Grub’s® boots are made from the highest quality, innovative materials and technologies, to give a new level of comfortable, high performance footwear for the serious rider or general stable work.

Tel: 01279 418052 Fax: 01279 451426 Email:sales@work-lite.com Web: www.work-lite.com TECHNOLOGY IN ACTION

WorkLite Ltd. UK main distributor for Grub’s.

Griffin NuuMed Ltd

F-4-2

Tel: + 44 (0)1458 210 324 Email: info@nuumed.com www.nuumed.com Griffin NuuMed is the UK’s leading designer and manufacturer of saddlepads, numnahs and accessories, best known for the ‘HiWither’ design, consistent quality and unrivalled customer support. The company prides itself on its service to retailer, ensuring timely delivery, advice on products to stock, merchandising material and brand support through on-going marketing activities.

NuuMed also run an in-house embroidery service and offer an increasingly popular bespoke service making products to customers own specifications.

Kozi Kidz

N5.1

Contact: Tomas Torstensson Tel: +44 (0)1302 746680 tomas@kozikidz.co.uk www.kozikidz.co.uk Kozi Kidz is a range of Swedish designed outdoor clothing specially created for kids 0-10 years old. The collection draws on years of Scandinavian experience to combine practicality with performance focusing on the needs and wants of young children as well as key safety features, such as detachable hoods. The brand was launched in the UK in 2009 and is now distributed in 28 countries worldwide.

Life Data Labs, Inc cdVet UK 272 Bath Street, Glasgow G2 4JR tel. 0845 512 0423 fax 0845 512 0743

Keeping animals naturally healthy 

cdVet natural products cover a wide range of: natural diets  supplements  care for animals We use high-quality, natural, genetically unmodified natural ressources such as cold-pressed oils, herbs, essential oils and micronutrients from natural sources.

We consciously avoid synthetic additives and preservatives. www.cdvet.org.uk

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cdvet.uk@gmail.com

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Contact: Karen Zetsche Tel: +44 (0)7535 151022 Email: kzetsche@lifedatalabs.de www.lifedatalabs.co.uk Farrier’s Formula has been a household name in the equine world for over three decades. Life Data Labs automated manufacturing facility, equine nutrition research facility and professional veterinary nutritionists provide the tools and research needed to continually develop new products to supply horse and pet owners with effective products. Life Data Labs, Inc. is an ISO 9001:2008 certified company and is one of the first feed supplement manufacturers of its kind to attain the certification.

F-1-4

BETA International preview

BETA International

Show Guide Make your life easy by pulling out our show guide, which includes a list of exhibitors, information on seminar times and a handy show diary.

Earn CPD points The AMTRA-accredited seminars hosted by Virbac Animal Health will offer SQPs the opportunity to gain a maximum 18 CPD points. See below for times and topics.

Sunday 17th & Tuesday 19th February

Monday 18th February

The Times Are A Changin’ – 10 points Time: 11:35am-12:50pm Venue: T he Charles Owen Learning Centre at The Horse Demonstration Arena

Database Marketing – Making The Most Of Your Two Greatest Business Assets – 8 points Time: 11:35am-12:50pm Venue: T he Charles Owen Learning Centre at The Horse Demonstration Arena

There is no need to register for these seminars, just bring your AMTRA number on the day.

In the name of fashion The fashion shows are a highlight for most visitors to BETA, giving manufacturers the chance to show off new ranges, while retailers get a good look before placing the orders for the coming season.

With loud music, a whole host of models and some very unusual performances on the cards, you won’t want to miss out. In fact why not schedule in one of the times now. You could even meet a client, grab a coffee and watch the show together.

Sunday – 11am, 2:30pm, 4:30pm Monday – 11am, 2pm, 4.30pm Tuesday – 11am and 2pm

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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BETA International preview Abbey England Absorbine Agrihealth Airowear AKI Alan Paine Country Collection Al Basti Equiworld Albert Kerbl GmbH Aloeride Anderson & Co Arctic Fox Ariat Europe Limited Ascent Exports Ashwood Leather Barnsby Battles Bedmax Shavings Belstane Marketing Ltd Bergans of Norway Bit Bank International Bliss of London Bogs Footwear Bolla Bags Breyer Bridleway Equestrian British Country Collection British Equestrian Trade Association Bruno Gelle GmbH Buffera Ltd Cabotswood Capz Carr & Day & Martin, Day, Son & Hewitt Carrots UK Ltd cdVetuk Cedar Clothing Charles Owen & Co (Bow) Ltd Childs Farm Ltd Chrysalis Clothes Ltd Cloakrooms Commando Knitwear Contigo Coxwear (UK) Ltd Craghoppers Ltd Dainese Dapple Equestrian Leatherwear David Evans & Richard Taylor Dee Two Ltd Dengie Horse Feeds De Niro Boot Co Dock of the Bay Duralock Performance Fencing Durango E Jeffries & Sons Ltd Easitill Eastern Exports Easyspur / Kennedy Equi Products eGlove Ekkia Ella London Emerald Green Feeds Equest & Equest Pramox

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Equestrian Life Equestrain Trade News EquiAmi Ltd Equilibrium Products Equine America Equine Careers Equine Connection Equine Fusion - Jogging Shoes For Horses Equine Management Ltd Equine Productions Ltd Equiscan Equi Style Equus Imports Euro Plus Euro Racing Evercreatures Fairfax Saddles Ltd FarmFeeder Faulks & Cox Ltd Fieldhouse Riding Equipment Ltd / Just TogsF First Euro (Manufacturers) Florid Enterprises Flyna-Lite Gallop Equestrian Ltd Grabbit Graphic Evidence Grays of Shenstone Ltd Greenans Products Ltd - The Smart Bunker Griffin Nuumed Ltd Gumleaf Clothing H K M Sports Equipment GmbH Harpley Equestrian Harris Tweed Clothing Company Hartley Sewing Machine Hastilow Competition Saddles Haygain Hay Steamers Hevenly Horse Ltd Hemp Technology Ltd Hentastic Heritage Marketing Hit-air UK Hiho Silver Horse & Country TV / Appaloosa Horse & Country Magazine Hosre & Hound Horse & Rider and Pony Magazines Horse First Ltd Horse Health Horse Junkies Utd / ECOGOLD Horsebedding.Co.Uk Ltd Horseshape GmbH & Co KG Horse Tech International Horseware Ireland Horslyx Horze House of Cheviot Howhi Markers Hunter Outdoor Intelligent Retail Intertek Intex Equestrian

BETA International preview J A Allen Jack Murphy John Hanly & Co Ltd John Whitaker International Ltd / Brogini Ltd Joules Ltd JUKI Sewing Machines Jumpstack Ltd & Nellie O’Neil K9 Horse Kanyon Outdoor Keratex HoofcareKeyflow Komperdell Kozi Kidz Kyron LFA Celtic - horseRATION LPD - Equine Laundry Equipment L S Sales (Farnam) Ltd / Leslie Sutcliffe Lansdown Le Chameau Lexvet International Life Data Labs Inc Likit Products The Logical Range Mackenzie & George Manna Pro Maplewood Master Rein Matchmakers International Ltd Maximum Medco Enterprises Mercer Merial Animal Health Care Mervue Equine Microfibre Doggy Bag & Towels Mojo Morris & Nolan Saddlemakers Natraliving Health Neue Schule Oakwood Europe / J.Lyddy Oxford Blue P J Pet Products Pampeano Polo Parallax Plastics Ltd Patrick Saddlery Ltd Paul Jones Saddles Peak & Brim Pet Rebellion Ltd Phytorigins / Superfix Pittards PLC Plevin Possmere Premier Epos Premier Equine International Prestige Italia SPA Primero Equine Nutrition Pureflax Quagga Racing Blue Ramblers Clothing Rebel’s of Sweden (UK Division) Redpin Publishing Ltd Regatta Ltd

Regent Footwear (Sanders & Sanders) Rey Pavon Riding for the Disabled Association Rolltack Rosker Ltd Rugs R Us Ltd Ruth Lednik Ltd Sarm Hippique SRL Schockemohle Sports GmbH SealSkinz LTD Setzi Saddles UK Sherwood Forest Shires Equestrian Products Showing World SIGG Switzerland Silhouette Saddlery UK Ltd Silverfeet Silverline Tack Inc Silver Shadows Solariums Simon Kemp Jewellers Slow Feeding Original Smart Grooming SsangYong Motor UK Limited Stetson & Hardy & Parsons Stubben Riding Equipment UK and Ireland Ltd Supastuds T & T Medilogic GmbH TRM Tagg Equestrian Target Dry Ltd Taurus Footwear Tayberry Outdoor Ltd The British Horse Society The Hayman The Saddle Company The Saddlery Training Centre The Society of Master Saddlers (UK) Ltd Toggi/Champion TopSpec Equine Ltd Tredstep Ireland Treehouse Trespass Trilanco Tuffa International Footwear Ultra Sport Europe Ltd Umar International Uncle Jimmy’s Brand Products Vale Brothers Ltd Verdo Horse Bedding Verm-X Vetericyn Animal Health Virbac Animal Health Ltd Walk Trot Canter Ltd Westgate EFI Ltd Wicked or What Wise Equestrian Wolf Laundry Ltd Worklite Ltd World Horse Welfare Your Horse & Horse Deals List correct at the time of going to press

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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BETA International preview

A date for the diary

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COMPANY:

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

LAUNCH IT

SEE US ON

BETA Stand F-4-2

Classics Never Age...

1985 1995

They Only Improve With Time!

• The original hoof supplement • The only product of its kind subjected to independent scientific research and published in a refereed journal • Vacuum packed and nitrogen flushed to remain ‘fresh’ three years from manufacture date • GM free and Vegetarian Society approved Life Data Labs, Inc. 12290 Hwy 72 Cherokee, Alabama 35616 http://fb.me/lifedatalabs Product of the USA

Life Data® L A B S,

I N C.

EU Sales Representative Karen Zetsche Mobile: +44 (0) 7535151022 kzetsche@lifeatalabs.de www.LifeDataLabs.co.uk

Official supplier of saddlepads to the British Equestrian Team

home of high quality HiWither numnahs, saddlepads, accessories and more

01458 210324 www.nuumed.com All NuuMed products are designed and made in the UK

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

27

BETA International preview LAUNCH IT

LS Sales (Farnam) Ltd./ Leslie Sutcliffe

A-2-1

Merial Animal Health

E3-9/10

Tel: +44 (0)8456 014236 www.smartworming.co.uk

Tel: +44 (0)1608 683855 Orders@lesliesutcliffe.com www.lesliesutcliffe.com Exclusive distributor for the UK and Ireland for FARNAM Products USA, including Red Cell, Tri Tec-14 fly spray, Ice Tight, Weightbuilder. There is a product for virtually every issue of a horse’s health: VITA FLEX Professional Supplements, LAS Helmets, IIWinner Bits and Products, Podium Endurance Gear from Italy, Sealtex Latex, Orvus Shampoo, Sekur Grip Stick to your saddle, Wentworth Saddles from Australia.

Bringing new and innovative products to the UK market. Good margins, 24 hour in-stock service.

Visit the stand for a chat and a show discount.

Merial, the manufacturers of Eqvalan and Eqvalan Duo will be providing SQP training on all three days of BETA International in a fully equipped training bus. Combining in depth presentations with video material, Merial will provide training on stand E3-9 worth 16 AMTRA points.

The training will include horse owner videos that outline knowledge gaps and details about implementing the SMART worming programme.

Training will take place twice; 9.30am and 3pm on Sunday and Monday, and 9.30am on Tuesday. Sessions are 90 minutes long and space is limited, so booking ahead is advised. Attendees will also receive a small gift.

Puffa & Sherwood Forest Q 3.1

Rugs R Us Ltd

Contact: Krishan Sohal Tel: +44 (0)1159 424265 Email: sales@sherwoodforest-uk.com sales@puffacountry.com www.sherwoodforest-uk.com www.puffacountry.com

Contact: Jeff Harrison-Turner www.equirugsrus.co.uk Rugs R Us Ltd is the UK specialist in providing a bespoke service to the trade for branded horse wear. Offering the opportunity to sell and market own brands, improve margins and build customer awareness.

Friendly service, attention to detail and advice are the company’s bywords.

Rugs R Us aims to take the hassle out of the manufacturing process and to be as flexible as possible in handling requirements – whatever they may be.

Puffa and Sherwood will be exhibiting together. The dual purpose stand for BETA 2013 is aimed to promote two iconic British brands. All business cards received will be entered into two free prize draws to win his and hers Puffa Original Gilets and two Sherwood quilted Jackets. isit the stand next to the fashion show.

Showing World Tel: +44 (0)1449 722505 info@showingworldonline.co.uk www.showingworldonline.co.uk Showing World Magazine is a dedicated publication for people who breed and show horses and ponies.

Showing World is mailed free and direct to members of leading showing organisations throughout the UK and is also available to read free online or subscribe to via the new website. Visit the stand for further information and to see the new Showing World website.

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

D-7-1

B2.2

Taurus Footwear & Leathers

K-6-3

Contact Name: Sally and Jonathan Groome Tel: +44 (0)1328 851432 sales@taurusfootwearandleathers.co.uk www.equineman.com Taurus Footwear and Leathers is a family-run company, based in Fakenham, Norfolk.

Taurus boots are engineered for performance and style, and the brand continues to develop as a quality range of footwear. All Taurus boots are guaranteed for six months from purchase, so consumers can buy with confidence.

With continual development to the range, which includes short riding boots in a variety of designs, yard boots and muckers, long riding boots for all riding disciplines and outdoor pursuits, there is a wide selection to choose from.

A new addition to the Champion stable, the striking Air-Tech helmet combines a stylish modern design with a high tech ventilation system and innovative adjustable head sizing ring, not to mention the confidence and peace of mind that comes as standard with the Champion brand.

This highly ventilated and lightweight helmet is BSI Kite marked, meeting BS EN 1384 2012 and CE marked through British Standards Notified Body ID No. 0086. * VAT exempt

Black

• Small - 6 1/4 - 6 5/8 or 51cm – 54cm* • Medium - 6 3/4 - 7 or 55cm – 57cm • Large - 7 1/8 - 7 1/2 or 58cm-61cm

Navy

NEW Navy & Hot Pink (Delivery from March 2013) NEW Black & Slate (Delivery from March 2013) Ventilated riding hat Excellent fit with comfort and security Available in sizes 6 1/4 to 7 3/4 Colours: Black, Navy, Black & Slate and Navy & Hot Pink BSI Kite marked, meeting BS EN 1384 2012

R

C

W

S

NE

OLOU

J UN IOR X- air Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

Tel: 0113 270 7000 | Fax: 0113 270 6890 | www.championhats.co.uk

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LET’S TALK PRODUCTS

Toggi

F 3.2

Tel: +44 (0)1132 707007 info@fbi-ltd.co.uk www.toggi.com The Toggi brand stands for quality, style, practicality and performance. With a wide range of exquisite pieces to cover every country and equestrian need, from high performance outdoor and riding wear, to super chic UK made waxes or the cosiest sweatshirts and the most luxurious knitwear, the Toggi brand has it all. Toggi’s best-selling footwear range also continues to go from strength to strength, offering choice and value while making thousands upon thousands of your customers’ feet very happy, day in and day out, all year round.

Virbac

H-2-3

Tel: +44 (0)1359 243243 www.3dworming.co.uk

Behind the Badge

Virbac, manufacturer of leading worming brands Equimax and Eraquell, will be the headline sponsor of BETA International. One of the highlights of the show will be the Virbac Equine SQP of the Year Award, with the presentation taking place on Sunday afternoon.

During the course of BETA, the company’s senior veterinary advisor, Callum BlairBVMS MRCVS, will be providing training and support for SQPs with informative CPD Seminars.

Virbac also has exciting news to unveil when the upgraded website goes live.

Visit the stand for a chance to win two members tickets for the Hickstead Derby!

There is something special about Charles Owen and its passion to make riding a safer world.

Join us as we explore the journey it takes to create products good enough to carry the Charles Owen name.

Over 100 years of innovation combined with the finest materials skillfully crafted by trained technicians in our purpose built factory beside the mountains of Wales.

To read more, follow the link below.

BY APPOINTMENT TO HER MAJESTY THE QUEEN PROTECTIVE HEADWEAR MANUFACTURERS WREXHAM

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Kitemarked to PAS015 and BSEN1384

Certified by SEI to ASTM F1163

www.charlesowen.co.uk

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Worklite

L-6-1

Contact: Stephen Joseph Tel: +44 (0)1279 418052 sales@work-lite.com www.work-lite.com Grub’s introduce Rideline and Cityline equine boots Rideline boots combine Grub’s unique INSU-FOAM ULTRA technology with advanced 5.0 Thermal engineering. The tapered toe, tall shaft and smooth hair grain rubber finish give an elegant look. The 4mm rubber over the foot provides protection to the ankle while allowing rotation.

The Cityline jodphur boot features the same technology and is designed for easier entry to the stirrup, better heel position and greater control.

Both feature hard toes and HEXZORB technology to dissipate shockwaves when dismounting.

LET’S TALK PRODUCTS

BETA Stand #F-4-1 740-753-9100 ext. 2508

durangoboot.com Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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SPOGA PREVIEW

Cologne is calling The time has once again come for exhibitors and visitors to set sail for Cologne and enjoy three days of international business. Equestrian Business Monthly rounds up this year’s event.

T

he fair, which is held at the Cologne Exhibition Centre opens its doors on Sunday 3rd February and lasts until Tuesday 5th, welcoming the world’s finest within the equestrian industry.

The event will showcase the best in equestrian fashion, riding helmets, shoes and boots as well as saddles and bridles, care and feeding products, accessories and services. On top of the comprehensive product display, trade visitors can look forward to a host of events.

Products at Spoga horse are as varied as exhibitors are international, with foreign countries accounting for more than 50 percent of exhibitors, the spring edition of Spoga horse is living up to its international aspirations. “We are pleased that the international top players, as well as small and medium-sized companies, will again use the fair as a business platform to present their products this year. Thus, the trade fair plays a leading role regarding internationality as well as diversity and quality of the products on display,” says Katherina.

The exclusive order events of the retailers’ associations Interessensverbund Reitsportfachhandel (IVR) and Euroriding will again be part of the international trade fair for equestrian sports this spring. The sales presentations and general meetings of IVR and Euroriding will take place at Congress

Centre North.

With figures looking good for this year, show organisers, Koelnmesse GmbH confirmed that they had sold 90 percent of the expected space and confirmed that 120 exhibitors had signed up with three months still to go. “We are delighted that Spoga horse spring has already recorded such a satisfying number of registrations. The figures show that the spring edition of the international trade fair for equestrian sports has successfully established itself,” says Katharina C. Hamma, chief operating officer at Koelnmesse GmbH. This year the fair has attracted several new exhibitors including: Accademia Italiana, KAVALKADE GmbH and Natural Animal Feeds Ltd.

A few highlights Retailer Awards – traditionally, there has only been two award categories on offer, however this year the fair will see four winners. Held on Sunday 3rd February, the categories will include: Best Equestrian Retailer of the Year, Best Small Tack Shop - with a sales area of up to 200 square metres, a Variable Special Category and Shop fitting. Shop size, range and presentation of products, professional advice and competence, campaigns and marketing as well as the development of turnover will all be assessment criteria for the award.

Winners revisited – in an interview with Equitrends trade magazine, two winners of the Spoga Autumn Innovation Awards will give an account of what the applicants for the Retailer Award are in for. During the first two days of the fair, one winner will review their experiences having received the award, including the benefits.

Although the award’s effects on

trade are less tangible, there is certainly a positive spill over.

New products in 100 seconds – every day at noon, exhibitors have the opportunity to present their innovations in 100 seconds.

Products are subdivided into three categories: Horse, rider and stable. This allows retailers to quickly gain an overview of the novelties and learn where to find them. Interested exhibiting companies will need to register for the product presentations on the website.

Happy hour – gathers exhibitors, visitors and journalists together to round up the first day of the show. This will take place at 7pm on Sunday 3rd February in the Konrad Adenauer hall at Congress Centre North. There will also be live music and food.

A host of novelties – making its debut is ‘Shop design 2020’.

Shop designing companies Cedes ¬die Lichtfabrik, Ladenbau Turner, NeonRoos and consultancy firm P8 BeratungsGesellschaft mbH will present equestrian retailers with options for fresh store design.

The companies will show how shopping can be transformed by selecting the right illumination and floor and the perfectly staged presentation of goods within the shop. On top, retailers will get the opportunity to have the plans of their own shops assessed.

Exploring Cologne The city also offers a variety of activities to be explored including the Cologne Carnival, theatre shows, a selection of museum exhibits and even a football match to be held at Köln FC’s home ground. To find out more about the city visit www.spogahorse.co.uk.

Opening hours The event is open on Sunday and Monday, 3rd and 4th February, from 10am to 7pm, and on Tuesday 5th February, from 10am to 5pm. Visitors should enter though hall 8 via

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

the North entrance. Tickets can be bought directly via the online ticket shop at www. spogahorse.com at advance booking rates.

LOOKING FOR ACRES OF PRESS COVERAGE?

SPEAK TO PRESSPOINT When it comes to Equestrian PR and Marketing, PressPoint has been helping its Clients to stand out from the field for a very long time.

Working with Clients who have both big and not so big budgets, we’ve been devising successful marketing and PR campaigns since 1984.

During that time we’ve built the sort of relationships with the equestrian consumer and trade press that will really help to get your product noticed.

And along the way, we’ve developed all sorts of other clever skills too, like producing websites and highly successful e-marketing campaigns, to add to our experience in graphic design and marketing.

But perhaps the best thing of all, we still don’t cost the earth.

To find out more, please call Mark on 01953 852942

enquiries@presspoint.co.uk

www.presspoint.co.uk

Equine A&E

A tale

as old as time There are many treatments used today for various equine ailments that are based purely on old wives’ tales. Some of these treatments do have legitimate science behind them, but it is important to use up- to-date knowledge when advising customers. Kayleigh Barker from Chiltern Equine Clinic unveils the truth behind these ancient remedies.

Epsom salts and bran poultice The idea behind this one is to provide a hyperosmolar environment in the hope that any purulent material will be drawn out of the hoof; this also provides moisture to keep the sole soft which will aid removal of this material. The combination is also used on flesh wounds elsewhere in the body, again for drawing capacity.

Today’s answer is to soak the foot in hot water with Epsom salts, and then applying a poultice using Animalintex soaked in warm water. This provides a similar effect; it too has a good ‘drawing’ ability and is less messy then a bran mash Epsom salts poultice. It is also easier to see any purulent material discharging from the abscess or wound on the Animalintex, as this is quite difficult with an Epsom salts bran mash poultice.

Lime to reduce scarring

Lime contains citric acid which has natural antiseptic properties and it was believed to reduce proud flesh and infection.

Some also say that it promotes epithelialisation (skin growth) which reduces the appearance of scars.

34

However now we know that it is key to aid early primary closure of wounds where possible and prevent infection by cleaning them. The use of saline solution and systemic antibiotics where necessary are now also applied.

In order to prevent granulation tissue (proud flesh), it is advised to reduce motion in the area and bandage with iodine impregnated dressings. Proud flesh will be removed surgically if it does occur. Infection and granulation tissue delay healing and increase scarring so an application of Biooil is advised although there is no scientific evidence for this.

Nail varnish to get rid of warts Covering the wart in a layer of nail varnish prevents air from getting to the surface of the wart. The idea behind this is that the virus causing the wart can no longer ‘breathe’, and therefore the wart will die and drop off.

Today’s advice would be to speak to a vet. Warts on horses can take many appearances and may not even actually be warts – they could be other skin conditions such as sarcoids. Once veterinary advice has been sought, treatments with various topical anti-viral agents may be advised, or in some cases sero-conversion is attempted. In this process the wart is mechanically agitated and the debris from the wart is then rubbed into the area, in an effort to encourage the horse to produce antibodies against the virus causing the wart (a bit like a vaccination). This should only be done to certain types of warts in certain areas and must only be carried out by a veterinary

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

surgeon, as agitating other skin conditions is likely to make them much worse.

Warm beer for colic Warm beer was thought to help relieve spasmodic colic by providing a pain relief to the gut wall itself and helping the feed material pass through the gut by promoting the gut to perform meaningful peristalsis (muscle contractions, allowing the food to pass through).

The first port of call in this incident should always be to call the vet. Although beer has been seen to help in some types of colic, there are other forms which beer will certainly not help, and may even make matters worse. Also trying to get a colicky horse to take the beer can in itself cause its own problems, such as aspiration pneumonia if the beer accidently goes down the trachea (wind pipe). For impactions or twists in the gut, beer will not help and adding more fluid to the already distended gut is likely to make the horse even more uncomfortable.

The vet may pass a tube from the horse’s nose into his stomach, this is to check for excess fluid in the stomach and if none is found they may administer some warm water with electrolytes into the stomach. The purpose of this is to aid rehydration and stimulate gut motility.

Water and iodine to stop proud flesh Iodine is known to be an antiseptic solution and using this in warm water to clean wounds and help remove scabs has been performed in an effort to reduce

bacterial infection. Neat Iodine itself is caustic and detrimental to cells, reducing cell proliferation, therefore has commonly been used directly on granulation tissue to reduce its formation and to help ‘burn it back’.

Wounds are still today initially cleaned in a dilute iodine solution to remove any debris or bacterial contamination. The thing to remember is that iodine is inactivated by organic material (mud, faeces, dead tissue) so it is better to remove these from a wound first. It is now believed to be better for the healing tissues to first clean away any contaminants and then rinse the tissue in sterile saline solution as saline causes less cell swelling and therefore promotes healing.

Excess granulation tissue is reduced using iodine impregnated dressings. Wound and skin specialists now recommend that excessive granulation tissue is best removed surgically rather than using chemical burning, as caustic chemicals tend to reduce granulation tissue but also damage the healing skin cells. Excessive granulation tissue can be removed surgically by a vet in the standing horse without the need for local anaesthetic, as this tissue tends not to have nerves, so the horse cannot feel it. The best thing to do when faced with a wound is to clean it using dilute salt water to remove gross contamination, stem bleeding using a clean dressing with some padding and then a bandage to apply pressure. Then contact the vet for advice as to what to do next. Some seemingly small superficial wounds in horses can be very serious, especially if they are near a joint or another synovial structure.

Essential first aid

A correctly stocked first aid supply is just as essential now as it was 50 years ago. Unable to predict when a horse might come in from the field with a nasty cut, keeping a neat and easily accessible kit such as Robinson Animal Health’s Horse & Rider First Aid Kit,

which contains an Animalintex poultice, gamgee, dressings, Equiwrap bandages, Vetalintex wound gel and blunt-ended scissors is vital. The pack also has a FastAid essentials travel pack for minor cuts and grazes for riders.

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

35

Equine A&E Cold tea for sore eyes

Some people use teabags as warm (or cold) compresses, to help reduce swelling and inflammation in the eye. Tea is an inert substance that does not cause stinging in the eye, and people believe that the tea leaves themselves have an antiinflammatory property within the eye.

Again, the best advice here is to call the vet. Cleaning the eyes with teabags is unlikely to do much harm, although there are many reasons a horse may have a sore eye, such as a foreign body in the eye or an ulcer on the cornea (surface of the eye).

In these situations tea will not do anything to help, and the process of bathing the eye with a teabag may prove very painful.

The sooner the vet examines

the eye and gives the correct medication, the higher the chance of saving the eye. In cases of mild conjunctivitis, with no blephrospasm (closing of the eye, a sign of pain) and no swelling or clouding of the cornea, then cleaning with a cold teabag will help to remove the infected material from around the eye.

However if there is an active infection causing conjunctivitis it is unlikely that a teabag will be enough to combat this and topical antibiotics, antifungals and anti- inflammatories may be needed.

Olive oil and garlic to prevent sweet itch

Olive oil has been given to horses in feed and applied topically to the skin in the past to help relieve signs of sweet itch. Olive

PRODUCT

oil contains Omega 3 which is thought to have anti-inflammatory action in allergic skin conditions such as sweet itch. It is believed that when applied topically, the oil would coat the skin and soothe the inflammation caused by the itching. Garlic has also been used in feed and topically in the past, this too is believed to have soothing properties and the smell is thought to deter midges.

So long as a horse is fed a balanced diet all the essential fatty acids should be contained within this and no further supplementation is usually required. However if a horse has a dry scaly coat and is suffering from sweet itch, it may benefit from the addition of an Omega 3 rich dietary oil, such as Linseed oil. The key to managing sweet itch is thought to be avoidance of the inciting cause (most commonly, the biting midge).

Thus avoiding turnout at dusk and dawn, avoiding grazing near water, using a fly rug such as the Boet to prevent the midges coming into contact with the skin will help the most. We still recommend the addition of garlic to the feed (although not topically) as the aroma given off by this does seem

PRODUCT

to deter some insects. Lavender is used to help deter midges, and this can be tied into the horse’s tail during times of risk.

Sulphur and pig oil for mites Adding Sulphur to pig oil and applying this to the horse’s coat has been used in the past to treat mites. The thinking behind this was that the mite would be suffocated by the oil and this method has been used with some success in the prevention of mite infestation, but is unlikely to be effective as a treatment for an active infestation.

Prevention of mites using this method is still practiced widely today. Other steps such as keeping feathered horses well-trimmed and bedding on shavings or cardboard instead of straw may also reduce the occurrence. Other treatments for mites include injections of Dectomax (off license), which kills adult mites on the skin and must be repeated in 10-14 days as the drug is not effective against eggs. Topical products such as Deosect spray or Frontline spray can also be used.

PRODUCT

Nicely dressed

Squeaky clean

Bacteria free

PowerFlex AFD (Absorbent Foam Dressing) is a cost effective, all-in-one wound management system. PowerFlex AFD has a variety of applications and can be used on lacerations, abrasions and puncture wounds. A highly absorbent foam pad, that can absorb the equivalent of 29 gauze pads, is attached to strong, flexible hand-tear PowerFlex for quick and easy application. A waterproof film layer between the PowerFlex and foam pad prevents leakage and contamination.

PowerFlex AFD provides controlled compression and will not constrict. It is available in black in size 10cm x 4.5m.

The award Winning Coat Shine & Mud repeller offers instant shine and condition, coating individual hair strands and protecting against dust and stains.

It will also help to prevent thinning of tails, as the comb will just glide through.

Leave mud to dry and it will easily brush off. This mist is a professional level grooming product that prevents the horse from becoming sore and sensitive from harsh grooming.

Also works on dogs too!

RRP: £7.99 (500ml) RRP: £13.50 (1 Litre)

KBF99 cures many conditions caused by fungus and bacteria. See the products on the Vale Brothers Ltd stand (M3-1) at BETA and read what the customers have to say, below.

“Not only are the KBF99 products a way to treat multiple fungus, bacteria and infections, they keep them away. All of my horses will be on the KBF99 regime to keep them happy, fungus and bacteria free!”

“I use KBF99 hoof brush on all my horses; it eliminates the thrush and keeps the feet clean and disease free.”

“I removed the scabs (mud fever) and used the KBF99 Brushes for ten minutes, twice a day and I am pleased to say it cleared up in less than two weeks and hasn’t retuned since.”

Andover Healthcare, Inc: +1.978.465.0044

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

Vale Brothers: +44 (0)1922 624363 www.valebrothers.co.uk

sales@andoverhealthcare.com

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5 MINUTES WITH...

One step ahead This month we grabbed five minutes with supplement manufacturer Equine Products UK. Justin Ridley explains how the company was at the forefront of developing the industry over 30 years ago.

When was the company established?

Equine Products was established in 1981 and 32 years ago it was one of the pioneers in the development of nutritional feed supplements From its fully licensed manufacturing facility in Newcastle upon Tyne. Equine Products develops nutritional feed supplements designed to safeguard equine health and wellbeing and help horses perform to their maximum genetic potential.

The range includes nutritional support products for: • Joints and soundness • Hooves and skin • Digestion and behaviour • Support of the immune system • As well as a broad spectrum of vitamin and mineral supplements

By who?

Michael Reay, a former Northumberland racehorse owner who had horses trained by Jenny Pitman established the business.

In the beginning he worked closely with John Patterson, a top equine vet in the North East to develop Selenavite.

How was the idea generated?

Equine Products was the first

company in Europe to recognise the vital importance of the combination of vitamin E and selenium in horses.

The company was also among the first to recognise that horses, like human beings, may not always get all their nutritional requirements from the basic foods they eat.

Equine Products identified that feeding was the most natural way of addressing any deficiencies, and ever since it has been leading the way in producing supplements formulated and manufactured to ensure that customers can be certain they are feeding their horses all the essential ingredients of a complete and balanced diet.

In the early days they began producing supplements specifically for racing – the equestrian sport that probably makes the most demands on horses, and therefore the most testing arena for any product designed to help horses perform at their best.

The success achieved in those early days set the standard of excellence for its products that the company has maintained and developed ever since.

How has the company grown?

The growth has involved undertaking research and development to introduce

additional products on the back of selenavite.

We supply products on a worldwide basis, with main markets being the UK, Europe, North America and the Middle East.

Exporting makes up 70 percent of our business revenue and we have been doing this for 30 years. The business has grown through exploring new markets where equine sport and tourism is growing and owners are recognising the need to invest in the feed and supplements they give to their horses.

What makes it different to other companies?

We develop products to meet real nutritional needs in horses. We use the latest research from across Europe, America and Australia to formulate, with a panel of nutritional experts, supplements that are at the forefront of their field.

Equine nutritional supplements only work really effectively if they have been formulated correctly, using high quality ingredients in the right combinations and the

right quantities.

We can’t stress enough just how vital this is, and that’s why Equine Products has always invested in high quality pharmaceutical grade raw materials and the best nutritional research and scientific advice, and in the best ingredients, to make sure our supplements work as effectively as possible.

Precisely the right quantity of Vitamin E in our market leading supplement, Selenavite E, for example, is essential to enable the horse to properly absorb and benefit from the key ingredient, Selenium.

We build strong relationships with our customers, which ensures regular repeat orders as they can see the improvement clearly in the horse’s wellbeing and performance from our products.

What’s next?

We will continue to grow the business by expanding into emerging markets around the world, and striving to offer the very best support to our existing customers. There is also more to come in terms of developing high performance products.

www.equineproducts-ukltd.com +44 (0) 1912 645536 Twitter: @equineprodsuk Facebook: facebook.com/EquineProductsUk

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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Do you know what your customers are saying about you?

Are you controlling your online presence?

Social Media has changed the way people connect, discover, and share information and progressive companies are reaping the benefits of engaging online followers.

Social networks, like Facebook, Twitter, LinkedIn, Pinterest and Google+ are the places where social interaction happens – it’s the new word-of-mouth.

Social media needs constant effort and management and has a huge impact on your business: positively if you use it well and negatively if you don’t!

For our clients we use social media to...

Show your target audience who you are and what you do.

Drive sales by getting your followers to share your company’s products with their friends and circulate information, special promotions, product launches, event attendance and much more. deliver excellent customer service, by listening and responding to what your customers are saying about you.

Build deeper relationships to ensure customers get to know, like and recommend you.

If you’re not using social media to effectively spread your message and attract new audiences, now’s the time to get your message moving.

Talk to Social Focus now...

www.socialfocus.co.uk Like us at: facebook.com/SocialFocusUK

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Follow us at: twitter.com/SocialFocusUK

Email: info@socialfocus.co.uk

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

LET’S TALK PRODUCTS What to stock for Successful Sales

Riding hats & gloves A necessity to all riders, hats have yet to be absorbed into the online shopping world and can be stocked with the guaranteed knowledge that they will be required by customers.

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tepping into 2013 it is becoming a rarity to see a person riding a horse without a riding hat. This year’s heightened coverage due to the Olympics, gave top riders such as Charlotte Dujardin the opportunity to compete – and win – wearing a fastened hard hat in a discipline that at certain levels still does not demand this.

However new ruling passed on 1st January this year, by the International Equestrian Federation (FEI) disappointed some by stating that: “For dressage, athletes 18 years and older, riding horses seven years and older may wear a top hat/bowler instead of protective headgear at the actual competition and the warming-up directly prior to the competition (with no break before the competition), which includes riding between the stable and the warm-up area, riding of the competing horse in the warm-up area, and riding back to the stable.”

While some still believe that a top hat or bowler is perfectly suitable, there are many, such as Charlotte who have experienced the severity of life threatening accidents and would rather

opt for safety over ‘style’.

Speaking of style and again following the lead of the dressage riders, there are many hats on the market that are the height of fashion. Subject to the same rigorous testing that all UK approved hats must endure, these hats feature a dusting of bling. From small and barely noticeable to extravagant bespoke designs, these hats bring a certain ju ne se qua to the wearer.

For the everyday rider, a more subtle hat is likely to catch the eye. With the choice of velvet covered, fixed peak hats or jockey skulls, which allows a new silk to be sported for each occasion, the possibilities are endless – unless you’re customer is a regular competitor in which case there are certain rules.

Disciplines such as dressage and showing will opt for the more traditional hats, while eventers will require additional features such as a three point harness that can be fastened and a moveable peak.

Safety testing among hats varies as while they will all cover the basic safety standards that are required by law, some countries have added additional testing which includes using

higher impacts, an additional hemispherical anvil to represent an uneven but not sharp surface such as a tree, fence or cobbled surface and even heightened crush testing. An area that always causes some contention is whether hats with ventilation holes are less safe as they may potentially allow the skull to be penetrated.

However, as this has not been legally declared either way, many hats on the market offer this feature and the opportunity of keeping the head cool is often a selling point to customers.

For those who ride for fun, buying a top of the range hat is unlikely and they will prefer something within a reasonable price bracket. Holding a varied selection is key to hat sales, as is a fully trained member of staff on hand who can answer questions about the fit, particularly about the initial tightness. Most riders will know that after a fall their hat should replaced in order to guarantee safety, however, as the retailer it is your job to continue to spread this message.

Perhaps holding a hat fitting morning, where customers will be talked through what happens when a hat is damaged could boost sales. Many riders will not willingly risk their safety, however may be naive about the impact that a single fall can have.

By law, children aged 14 years or younger must wear a riding hat

that conforms to at least EN1384 when riding. These rules will apply to all, regardless of age, at places such as competitions and riding club activities.

Glorious Gloves A vital part of any horse person’s kit, gloves are a must have and can be easily sold at the same time as other purchases.

Leather gloves are a popular choice due to their look and longevity, however, no retailer needs to be told that you must stock a wide range including synthetic and wool types to get the sales.

Cheap yard gloves are often an impulse buy if displayed in the right way. Placing these items by the till will frequently result in a customer adding them to their basket as a back-up.

The latest craze seems to be gloves that allow you to operate your mobile phone without removing them. Laced with elements such as silver – yes silver – these gloves allow the conductivity required to bring these touch screen technologies to life. Available in all shapes and sizes, these gloves are practical but still provide warmth. Higher up the price bracket, these can be good little sellers as given the snowy winters that are now commonplace within the UK, having to remove your gloves to answer the phone is best avoided!

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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LET’S TALK PRODUCTS

Caldene Prestige Matchmakers

Sizes: 6 3/8-63/4, adult 6 7/8-7 ½ Colours: Black, navy Materials: Coolmax RRP: £48.50 The Prestige Riding Hat, is a must have hat for leisure riding and competitions.

Superb quality velvet riding hat with padded soft leather harness and lined with Coolmax, this hat is perfect for any rider that spends hours in the saddle keeping them cool and comfortable.

Champion Ventair Evolution

Finest Brands International Sizes: 6¼ - 7¾ Colours: Black, navy Materials: Glass fibre RRP: £100-125.00 A low profile, modern and lightweight hat founded upon a glass fibre shell for maximum impact protection, the Champion Ventair Evolution is covered in a soft and durable synthetic nubuck for a look of pure class. Incorporates a stylish ventilated airflow system that helps to keep the head cool and features a harness made from soft, padded synthetic nubuck.

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CHAMPION Air-Tech

Champion Pro Plus

Sizes: S-L Colours: Black Materials: Coolmax RRP: £89-105.00

Sizes: 00-5 Colours: Black Materials: Coolmax RRP: £48-59.00

The Air-Tech helmet combines a stylish modern design with a high tech ventilation system and innovative adjustable head sizing ring which allows the Air-Tech to cover a wide range of head sizes, from 6 ¼ to 7 ½, in just three models.

BSI Kite marked, meeting BS EN 1384 2012 and CE marked through British Standards Notified Body ID No. 0086.

The outer shell is injection moulded in high impact thermoplastic ABS. There are two large perforated steel grills and a further grill at the rear to allow a large flow of air through the helmet to help keep the riders’ head cool in all conditions.

The hat has a tailored harness with quick release buckle and offers outstanding protection at a superbly affordable price.

BSI Kite marked to PAS 015:1998 and BSEN 1384:1997.

Champion Ventair

Champion X-Air

Finest Brands International

Finest Brands International Sizes: 6¼ - 7¾ Colours: Black, pink, navy, silver Materials: Ventair system RRP: £89-110.00 The Champion Ventair Helmet is certified to PAS 015 and BSEN 1384. Featuring a design registered ventilated airflow system that is styled to increase airflow and to help keep the head cool, the Ventair system features a uniquely tailored harness for complete stability and security. Like all Champion hats and helmets, the Ventair offers further safety reassurance by carrying the BSI Kitemark, guaranteeing you that it will comfortably outperform the four main areas of testing: penetration, shock absorption, harness strength and stability.

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Finest Brands International

Finest Brands International Sizes: 6¼ - 7¾ Colours: Black, navy, navy & hot pink, black & slate Materials: Ventair system RRP: £57.50 The Champion X-Air ventilated riding hat combines safety, security and peace of mind with exceptional value for money.

Certified to BSEN1384 2012, the X-Air features a faux suede covered exterior for striking good looks and an integrated ventilation system for exceptional comfort.

LET’S TALK PRODUCTS

Gatehouse AirRider Helmet Westgate EFI

Sizes: S-ML Colours: Black, black/pink, black/blue Materials: Coolmax RRP: £75.00 This lightweight helmet is well ventilated, making it especially well suited to competing, schooling or riding in the summer months. The four-point harness with dial adjustment helps achieve a comfortable fit while the Coolmax lining can be removed for washing. The AirRider Helmet is Kitemarked and approved to BSEN 1384.

Gatehouse Conquest Riding Hat

Gatehouse HS1 Jockey Skull Westgate EFI

Westgate EFI

Sizes: 00-4.5 Colours: Black, silver Materials: Carbon fibre RRP: £145.00

Sizes: S/XL Colours: Black, brown or navy suede/ leather, matt black or iridescent navy Materials: Suede/leather RRP: £170-185.00 Ideal for riders that really want to stand out from the crowd, the Gatehouse Conquest Riding Helmet is Kitemarked and tested to BSEN 1384. Combining good looks with safety, the Conquest has a quick-drying, wicking, anti-microbial liner that can be removed for washing, plus stainless steel mesh-covered vents to maximise airflow. The suede-lined leather harness is padded and features hook and loop adjustment and a Fastex buckle.

Worn by many of the world’s leading event riders including Mark Todd, Mary King, William Fox-Pitt and Zara Phillips, this top of the range Kitemarked helmet is approved Snell E2001, the highest riding helmet standard currently in manufacture which includes a test that simulates a rider falling into a fence rail, or having a secondary hit by a horse’s hoof. Carbon fibre reinforcement on the lower edge of the HS1 helps strengthen and balance the helmet, with riders reporting reduced stress on the neck during fast work or competition.

Harry Hall Legend Riding Hat

Horze HaloRider Helmet

JT Junior Imperial Helmet

Sizes: 6-6 ¼, adults 6-7 ½ Colours: More than five Materials: Coolmax RRP: £68.50

Sizes: 52-59 Colours: More than five Materials: Dirt resistant microfibre RRP: £44.60

Sizes: Junior Colours: More than five Materials: Suede RRP: £55.00

Whether schooling at home or in a competition ring, safety should be paramount.

The Harry Hall Legend Riding Hat is a BSI Kite marked lightweight riding hat conforming to EN1384 guidelines. The Legend Riding Hat is essential headwear for this spring. It features front ventilation to keep the head cool and coolmax moulded padded inner lining to help the hat fit comfortably.

An elegant, well-fitting riding helmet covered with a water and dirt resistant microfibre textile, the hat has ventilation at both the front and back which decreases humidity while the soft shield reduces risk of injury. Comes with adjustable and padded chin-strap.

Includes an inner lining. CE EN 1384 approved.

JT Junior Imperial Helmet comes in a soft suede finish, with a padded harness for comfort and a vent feature, complete with its own carry bag and finished to the highest standard BSI Kitemark and PAS 015.

Matchmakers International

Oy Finntack

Fieldhouse Riding Equipment

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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LET’S TALK PRODUCTS

Tek Grip Gloves Ariat

Sizes: 6-11 Colours: Black, bark, navy Materials: synthetic suede RRP: £22.50 Technical fabric and design combines to create the comfortable and high performing Ariat Tek Grip Gloves. Stretch Tek Twill TM fabric offers flexibility, while the synthetic suede palm ensures a close contact and superb grip, in a multitude of conditions. In addition, the Ariat Tek Grip gloves feature articulated fingers for a smooth, enhanced fit which prevents rubbing and promotes freedom of movement when riding.

Horze Crochet Riding Gloves Oy Finntack

Sizes: XS-XL Colours: Chocolate brown Materials: Leather RRP: £15.04 Stylish leather gloves with a crocheted cotton back and leather on the palm. The adjustable strap with a press button gives you added flexibility.

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Dublin Dressage Gloves

Weatherbeeta Ltd Sizes: Adults XS-XL Colours: Black, white Materials: Leather RRP: £19.99 Leather gloves with grip palm for non slip grip, reinforcement in areas for use with either single or double reins and Touch tape closure across the outer palm for perfect adjustment and stretch fabric over the knuckle area for extra flexibility and comfort.

Mark Todd Competition Gloves Westgate EFI

Sizes: XS-XL Colours: Black, white Materials: Synthetic RRP: £17.95 A new addition to the Mark Todd Collection, these slimline synthetic gloves feature elasticated cuffs, hook and loop wrist fastenings and ventilation holes on the fingers. Lycra is inset at the knuckles to improve flexion and comfort.

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

Dublin Show Gloves

Snaffle Gloves

Sizes: Adults XS - XL Colours: Black, dark brown Materials: Leather RRP: £26.99

Sizes: 6.5-9 Colours: Black, brown, champagne, white Materials: Part leather RRP: £20.25

Weatherbeeta Ltd

Made from soft leather in stylish colours for everyday use and in the show ring, the gloves have touch tape closures across the outer palm for perfect adjustment and a metal logo on closure for added attention to detail.

SADDlecraft TOUCH SCREEN MAGIC GLOVES Westgate EFI

Sizes: One size Colours: Black Materials: Special thread RRP: £2.99 From the Saddlecraft range, these Magic Gloves are interwoven with special thread on the thumb and first two fingers to enable activation of touch-screen mobile phones and tablet computers. This innovative, yet inexpensive product is bound to be a hit with today’s tech-savvy horse owners.

Equetech

Classy part leather riding glove with unique Equetech engraved snaffle buckle detailing. Totally durable soft leather palms with suede reinforced finger panels to avoid chafing when riding Stretch cotton face.

Toggi Dursley suede glove Finest Brands International

Sizes: XS-XL Colours: Black, buff Materials: Thinsulate RRP: £29.50 Classically designed, the luxurious Toggi suede Dursley gloves offer stylish performance and warmth on colder days. With genuine 3M Thinsulate lining perfect to keep hands snug and warm, along with strategically placed reinforcement panels for extra durability, the Dursley gloves feature an adjustable wrist strap for the perfect fit and to keep draughts at bay.

LET’S TALK PRODUCTS

Toggi Ledbury all purpose glove Finest Brands International

Tottie Pattern gloves

Tuffa Boots

Matchmakers International

Sizes: XS-XL Colours: Black Materials: Neoprene RRP: £9.50

Sizes: One size Colours: Black/burgundy Materials: Knitted lining RRP: £8.50

The Toggi Ledbury neoprene multipurpose glove offers excellent performance, with a silicone Toggi printed palm and fingers for superb grip.

This universal glove is suitable for riding, yard activities and any general outdoor pursuits and features fleece inside and an extra long cuff for cosy comfort and warmth all season long.

These lovely new Pattern Gloves from Tottie will keep hands warm all winter.

Created with a pretty heart pattern, the gloves have a soft knitted lining.

Gloves 4 Gallops

Precision Glove

Sizes: S-XL Colours: Black/stone Materials: Leather RRP: £17.99-19.99

Sizes: 6-9.5 Colours: Black, chocolate Materials: Reintex RRP: £28.00

Gloves 4 Gallops were initially designed for those who race, but are ideal for anyone looking for gloves that offer exceptional grip.

They have tackified leather palms, which make them sticky and grippy, and have stretch backs that enable free movement.

They have reinforced fingers, where the reins are held, and have elasticated wrists that are fastened with touch and close straps.

Available with or without padding.

For the colder days of the year this glove is warm and comfortable yet allows for great feel and precision on the reins during riding. The Japanese designed Reintex is constructed from extremely fine, densely compacted microfibres which create maximum surface area providing exceptional grip, superior feel and increased durability.

Can be washed at 30°C, do not tumble dry.

Tuffa Boots

Carbrooke Sizes: child, adult Colours: Black, brown, beige Materials: Suede RRP: £8.99-10.99 Carbrooke Gloves can be used for everyday riding and for competitions too, providing riders with well priced riding gloves in three colourways to suit all uses.

The gloves are designed to be close fitting and have four way stretch backs for easy movement. The amara suede palms help ensure grip and, as the fabric isn’t thick and bulky, a close contact can be maintained. The gloves also sport extra reinforcement where the reins are held, and are fastened with touch and close fastenings on elasticated cuffs.

Competition gloves

Woof Wear

Carrots UK

Sizes: child, adult Colours: Black, brown, navy, cream Materials: Super stretchy material RRP: £14-16.00 Traditional and comfortable, the gloves offer protection all year around. Made from slim line, lightweight, super stretchy and durable material, the versatile gloves are ideal for everyday riding and competitions. The fingers and thumbs are also reinforced for protection.

Contacts Ariat T: +44 (0)8456 003209

Westgate EFI T: +44 (0)1303 872277

Tuffa T: +44 (0)1953 880914

Woof Wear T: +44 (0)1208 265920

www.ariat-europe.com

www.wefi.co.uk

www.tuffaboots.com

woofwear@woofwear.com

Weatherbeeta T: +44 (0)1295 226900

Matchmakers International T: +44 (0)1274 711101

Finest Brands International T: +44 (0)1132 707000

Carrots UK T: +44 (0)1245 445362

sales@weatherbeeta.com

www.matchmakers.co.uk

www.fbi-ltd.co.uk

info@carrotsuk.com

Equetech T: +44 (0)1296 688966

Fieldhouse Riding Equipment T: +44 (0)1922 638094

Oy Finntack T: +44 (0)1235 856376

www.equetech.com

www.gfsriding.co.uk

www.horze.co.uk

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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BUSINESS ADVICE

Keeping promises: How to build a successful brand Thomas Henry from VML London talks developing brands and the importance of why, what and how.

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brand is a promise that a company makes to its customers and that its customers feel is kept. Sounds simple right? Tell people that you’re going to do something and then do it? Well it is, in theory.

In reality it means keeping that promise over and over again, in new ways and in different circumstances that your customers will find interesting, truthful and even delightful.

The process we’re going to go through now is the same process I would go on if I was asked to take on a project for Microsoft, The Premier League or Angela’s Natural Saddle Care.

The Golden Circle Successful brands whatever their size know ‘why’ they are in

business. Simon Sinek has a great model to explain this that I love to use called ‘The Golden Circle.’

This model puts the reason ‘why’ a brand exists at the centre of its communications to its customers.

This is crucial, but crucially missed by brands both big and small.

Ever wondered why Apple is such a well respected and well liked brand? Even more than that, they’re a well respected, well liked brand that makes lots of different products; computers, laptops, music players, tablets, phones.

Dell, another huge technology company based on the west coast of America also makes all those things. Not only do they make them, in many instances, they make a comparable product that’s

If Apple started with the ‘what’ a message from them might look like this:

CO What MM UN ICA HOW TIO NS

WHY

• Communications start with ‘what’ you make • Commoditises your offer • Audience will compare you to others who make the same ‘what’ that you do • People stop listening before you get to your ‘why’s

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

significantly cheaper. So why does no one que to buy Dell’s laptops or proudly sport a Dell MP3 player when jogging?

The answer is because people buy into ‘why’ Apple does what it does not ‘what’ it makes.

You see the difference? Because they ask you to buy into ‘why’ they do things, Apple is able to make a wide range of products that fit with their central ethos of ‘challenging the status quo’.

If you’re someone who also likes to challenge the status quo (or at least thinks of themselves that way) then guess what? You’ve just found the perfect representation of that in a computer, laptop, music player, tablet or phone.

Focusing on the ‘why’ gives you a meaningful promise to make to your customers, a reason to get out of bed in the morning. So how do you figure out what should that promise be?

How to make a promise worth keeping Now you cannot just make any promise, you need to be talking the same language as your customers.

If they want something ‘faster’ and your promise is to make it ‘cheaper’ then there isn’t going to be a meaningful conversation between you.

The way to understand how to start a meaningful conversation with your audience is to look at the conversations they’re already having with one another.

Brands used to have to pay millions of pounds to run focus groups to discover these types of insights, but now you can log onto Facebook or Twitter and gain an understanding of what your customers will find meaningful.

For example, if you are Angela of Angela’s Natural Saddle Company, using something as simple as

But that isn’t what they do, what they actually do is this:

CO MM UN ICA TIO NS

What HOW WHY

• Communications start with ‘why’ you’re in business • Your offer stands out from others who make the same ‘what’ that you do • Audience will feel that they share a common value with you • Because of this common value, you have permission to sell different types of ‘what’ provided it also aligns with this common value

If you’ve just expanded or business is booming we’d love to hear about it: editorial@ebmonthly.co.uk

Twitter’s in built search bar, you can quickly and simply see what people are saying about how they select a natural saddle.

Similarly, a Google search for ‘best natural saddle’ will quickly provide you with a list of competitors in your category and how they talk about their products.

Analysing these conversations should give you a clear understanding of how your ‘why’ can be different from everyone else.

Remember, your brand will win by standing out not fitting in.

You want to be the needle in the haystack, not the haystack.

How to keep your Promise Analysing what your potential customers are doing (or say they are doing) on Twitter, Facebook, and Google is also a fantastic method to understand key considerations like: Where they are most likely to read a message from you? (Twitter, Facebook, print, blogs, TV, horse shows, email, newsletter), what formats they want that message to come in? (text, audio, video, live demonstration) and how often they want those messages to come to them? (daily, weekly, monthly or at the point of need) .

Taking these things into account will help you create the strategies and tactics you’ll need to employ to convey the message about ‘why’ your brand does what it does ‘how’ it does it and ‘what’ a customer can buy from you.

If we stick with Angela’s Natural Saddle Care company we can imagine some of the choices she might have to make.

Let’s say her analysis had discovered that most of her potential customers are using Google to search for terms like ‘best natural saddle.’ That’s interesting straight away because it doesn’t look like people are searching for ‘cheapest’ natural saddle or ‘newest’ natural saddle.

This would imply that our potential customer is focused on quality as opposed to price or

fashion.

The fact that our customers are using Google searches rather than other methods to find out what they need also implies that they’re in the middle of a discovery process – trying to find out more about which saddle is ‘best’ before committing to a purchase.

If that were my brand, that would signal that a good way to communicate my promise to customers would be to produce online articles or blogs with advice for how to judge a quality natural saddle, things to look out for or features that suit certain types of horses or horses with certain conditions.

That way, your brand content would be meeting a need the audience has, entering a conversation they’re already engaged in, to deliver on a promise that you have decided is meaningful to them.

Art vs Science Art is about the creative

communication of ideas and emotions. Science is about establishing truth or finding objective facts through verifiable data. Both are important in building your brand.

The science bit will provide you with a sensible framework to make your decisions about what your ‘why’ should be, what

promises will be and how you will make them. That’s important but it’s not everything.

Only through thinking creatively about how you can turn those objective decisions into meaningful creative executions can your brand grow and become a meaningful part of your audience’s lives.

VML London VML London is a digital agency, formed in 1994 (as Good Technology). It has around 70 staff and works with some of the most recognised brands in the world – from Xbox, the BBC and Premier League to Microsoft, ColgatePalmolive and Bombay Sapphire.

VML London is the European HQ for VML Inc., a business employing over 750 people worldwide and a Young & Rubicam Brands agency and part of WPP.

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS

Does one size fit all?

With no regulated clothing sizes in the UK it can be frustrating for customers when trying to shop without trying items on. Equestrian Business Monthly caught up with a few manufacturers to find out whether they’d welcome a change in the ruling.

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n 1982 the British Standards Institute produced a standard set of sizes from 8 to 32 quoted in centimetres, however, there is no requirement for manufacturers or stores to use the British Standard resulting in a range of size indications for the same size of garment from different sellers. “When creating the Fuller Fillies collection I elected to adopt a size standard based on the standard that I was taught to design and cut patterns to when studying for my degree in the eighties – and that was the old Marks & Spencer sizing template, which even they no longer adhere to,” says Suzanne Wild of Fuller Fillies. “As a rule, we never accept a factory’s own sizing but insist they use ours to maintain parity across the range.”

With the times of internet shopping upon us, the irregularity in sizes means that shoppers are more likely to buy items in two sizes, returning the wrong one. This can be both expensive and inconvenient for the customer, but also increases the workload of those handling the returns.

Vanity sizing Creating clothes in larger sizes that they really are – or vanity sizing as it is known – is rife among ladies fashion with some women finding that they can be two or even three dress sizes different between stores. “When we launched Fuller Fillies I was all too aware of the issues the fashion industry had given rise to by allowing overseas factories to dictate their own unique sizes - my own wardrobe had clothes that all fitted me but ranged from a size 14 to a size 22,” says Suzanne.

While the manufacturers themselves are often indifferent about the lack of strict sizing requirements, it seems some have sufficient reason – other than wanting a women to feel good as she has fitted in ‘the size below’.

“At Tayberry we recognise that different brands have different customer profiles and we feel that

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it is our responsibility to design, develop and fit according to our customer profile. e.g different age ranges have different body shapes and expectations of product comfort and performance,” says Debbie OSullivan, garment technologist for Tayberry.

“Tayberry is broadly in line with the industry measurements but we do feel that women cannot be forced to fit within an industry standard. After all it’s our shape and size that really make us individual.”

While this may make sense to those at the business end, to consumers it is nothing but a pain in the bottom, often leading to complaints or returned items. So are manufacturers doing enough to placate shoppers? “We try and provide as much information on sizing as possible and have a ‘basic body measurement chart’ on our website so that customers can choose the best size from our range to fit their measurements,” explains Debbie.

“We also work directly with our sales team and listen and respond to any feedback that they

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

may have received so that we can continually improve.”

For retailers it can be even more frustrating as placing a large order for the most popular size, only to find out that this particular manufacturer creates their clothing larger or smaller than average, can cost sales. “We

once had a new stockist call to say ‘in other brands I am a jodhpur size 32 but in yours I’m only a 30 – your sizing is all wrong’. I asked her to get a tape and measure the waist on her other brand jodhpurs and sure enough the 32 actually measured 30 inches.”

Uniting the industry According to Trading Standards,

a new standard BS EN 13402, in which actual measurements are used, is intended to replace the current system. However would retailers welcome this unity?

“Absolutely – although I say this with some reservation; how is the standard going to be decided?” questions Suzanne. “If we looked at modal averages then the resultant benchmark would be very wrong. For example, Fuller Fillies sells show jackets by dress size – we provide full details on ‘our’ dress sizing on our website, however, many other companies sell similar jackets by chest size, ‘44inch’ for example. Again, some sell them to fit a chest of 44inches whilst others sell them that measure 44 inches – meaning they will only fit a chest of 40/42 inches.

“Worse still, there aren’t many of them that actually understand the difference mainly because they rely on an overseas factory’s own design facilities to produce the jacket and set the sizing. This is a phenomena that has occurred as a result of manufacture going overseas; when it was handled

CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS here in the UK you had designers, pattern cutters and tailors who had all gone through the college system using the same M&S template I spoke of, so the result was a natural consensus. There are still a few of us working in the industry but it isn’t the norm – too many brands have no designer and no one person in charge of establishing and ensuring sizing – and believe me, leave it in the hands of an Asian or Eastern European factory and the sizing will not be correct – or even sensible.”

Other manufacturers agree that a universal sizing may cause complications: “With trends varying greatly from season to season and a wide variety of different target markets, a compulsory standard may inhibit the design development process,” says Debbie. “We think a niche can really be created for a brand that has a dedicated team in house who can make sure that sizing is relevant to both target consumer and style of clothing.”

Business or pleasure?

New columnist, Julie Butler, kicks off the first in a series of columns focusing on tax A large number of equine enterprises involve vast amounts of energy and hours of hard work by the proprietors and/ or a large amount of capital.

This alone qualifies them as commercial businesses.

There are some who consider that the above ingredients alone make an operation a business that can register for VAT and income tax or corporation tax and claim various reliefs and advantages.

The normal tax advantages are to be able to claim input VAT on various overheads, or in the case of an unincorporated business (a sole trader or partnership), to be able to claim the losses against other income.

This principle was recently tested in the courts when a First-tier Tribunal looked at an input VAT claim of over £70,000 on the purchase of a horse by Goodman Equine Limited.

Shoe sizing Suzanne Wild of Fuller Fillies explains that the sizing problem also exists in footwear.

All boot or shoe lasts (the bit that the item is built upon) are made to European sizing: 37/38/39/40/41/42/43/44/45/46. The 37=4 in the UK and 46=11. When you do the maths there are more European sizes than there are UK. It’s the same in the US. What happens is, when we manufacture boots, we are asked which Euro sizing we want to be which UK sizing. This is why you may be a 6 in Ariat but a 5 in Fuller Filles. We could have each decided we wanted Euro 39 to be that size! So, in footwear, there is a standard – but the UK doesn’t use it…nor do the USA.

• A fair and reasonable adjustment for personal interest which still reflects the commercial side of the operation.

One of the points raised in Goodman Equine was the fact that the business making a loss is not in itself grounds to deny the input VAT claim.

The key point in Goodman

Equine was lack of sales.

There are plenty of tax breaks for the equine business to take advantage of that can help with cashflow and in some cases help the business survive but it is essential that the basic rules of commerciality are observed for both income tax, corporation tax and, as the case of Goodman Equine Limited illustrated, VAT.

In this case the claim for input VAT was disallowed as it was continued that, although there had been large purchases, there had been little effort to sell the horse and there were very few sales generally.

This is a timely reminder that HMRC are attacking loss claims and claims for income tax relief or reduced profit where there is a personal interest and also testing claims for input VAT to ensure that they are justified. One of the criteria therefore is to ensure that if HMRC ‘come knocking’ there are robust replies: • A business plan showing that this operation will make money, updating the business plan with actual results.

• Actual sales and strong marketing and advertising to emphasise this commercial intent.

Julie Butler F.C.A. is the author of Tax Planning for Farm and Land Diversification, Equine Tax Planning, and Stanley: Taxation of Farmers and Landowners.

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

47

ON THE MARKET PRODUCT

PRODUCT

Keep dry

Best foot forward

The brand new Ariat Women’s Auburn Jacket is made from a fully lined windproof, waterproof and breathable outer fabric which cleverly blocks water from the outside, yet still allows moisture to escape.

Made from a stretch fabric, which moves with the body to prevent restriction during riding or working on the yard, the Ariat Auburn Jacket is perfect for schooling and training in.

Alternatively the lightweight design makes the ideal protective layer to be worn over show attire when riders are battling against the elements in the warm up prior to competition.

Available in sizes XS – XXL. RRP: £139.99

The Dublin Edge Boots are fully waterproof, hand burnished leather boots, with a breathable mesh insole which aids circulation, are great for the fashion conscious rider. With heel and arch supports which cradle the foot and keep it from rolling and an industrial strength all-terrain outsole for extra grip they ensure a close contact feel in the stirrup and multidirectional grip on the yard.

Elastic around the top of the calf ensures the boot is easy to put on and take off and offers freedom of movement for the wearer.

Available in sizes 4-8 in black and brown.

RRP: £159.99.

Ariat: +44 (0)8456 003209 www.ariat-europe.com

Weatherbeeta: +44 (0)1295 226900 www.weatherbeeta.co.uk

PRODUCT

PRODUCT

No more knots

Luxury leather

Tangle Away is the perfect answer to maintaining a tangle free, conditioned full mane and tail. It leaves a silky feel and lustrous shine, while protecting the tail hairs from breakage. It helps to reduce grooming time when used as part of the daily grooming routine and can be used for competition or everyday use. It is non greasy and suitable for all horses from competition and hunting to companion pony and pet.

RRP: £6.49 (500ml) or RRP: £47.99 (5 litres).

Rima Exports from India is an ISO 9001:2008 Socially Complied (Code of Conduct – ETI) company with BSI membership. It is a leading manufacturer and exporter of high quality products for the horse and rider. The single horse harness (as shown) is made of drum-dyed leather with brass fittings. Samples for all products including bridles/halters, saddles, girths, reins, martingales, breast plates, browbands, riding boots and harnesses and harness accessories are available.

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

Rima Exports: +91 512 2342912 rimaexport@gmail.com

PRODUCT

PRODUCT

Pure elegance

Classic style

This spring, walking stick specialists Classic Canes has added some elegant new designs to its 650 strong range of walking sticks, shooting sticks and umbrellas. New country sticks from their workshops include a beautiful blackthorn hiking staff and a black Labrador on blackthorn, both of which would make wonderful presents for hearty stick users. For those who need a stick for support and balance, there are glamorous new designs featuring peacock feathers, animal prints and even tropical fish.

A new shooting stick with combined green umbrella will be available later this spring too.

The Loveson Osprey Stable boot is a classic mucker boot.

In the original style and much requested, with a plain navy nylon padded top, onto a moulded navy foot with a beige rubber sole, it is hard-wearing and versatile. The boot is lined with Thermalite by Dupont and has a removable soft fleece lined padded foot bed and three hook and loop fastening straps to secure the ankle.

RRP: £21.95-£25.95.

Classic Canes: +44 (0)1460 75686 www.classiccanes.co.uk

Tagg Equestrian: +44 (0)1636 636135 www.taggequestrian.co.uk

48

Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

File

WEB REVIEWS

If you have a new website and would like to feature on these pages then email:

SECRET SURFER

editorial@ebmonthly.co.uk

The hottest websites for 2013 on show and under scrutiny

Eskeez

Straw Pellets Limited

Hilton Herbs

Launch date: November 2012

Launch date: Recently

Launch date: January 2013

What’s new about it?

The website has a new structure, design and operates on a new system. The primary focus was to make the site cleaner, clearer and easier to navigate and to buy products. It has also been expanded to accommodate other English speaking markets around the globe.

What’s new about it?

We’ve recently updated it slightly, we’ve changed how the delivery charges and Vat are shown, they are now added on after the product has been chosen so that the buyer can see a split in the Product, Delivery & VAT. We have also changed the product listings.

What’s new about it?

With web sales overtaking all other forms of sales the company has invested time and resources into researching website trends and, in conjunction with web-designers Iconography, has totally revamped the Home pages of its websites.

How will the site benefit the end user more so than before?

As well as accommodating a larger global audience with multiple currencies and overseas shipping we have simplified the purchasing aspect by making it as quick and straightforward as possible so that people know exactly what they are getting. For example it takes two less steps to buy something compared to the old website.

How will the new site benefit the end user more so than before?

The user should now be able to find the product easier, and we have split the delivery into 3 selections, UK, Scotland & Wales & Cornwall.

How will the new site benefit the end user more so than before?

It will feature improved navigation, a highlighted Product Finder (now featuring products for cats), seasonal selection product boxes, and a link to the new online ‘flip-view’ catalogue.

www.eskeez.co.uk

Which areas have been developed?

Primarily shopping related aspects and aesthetics have been simplified whilst having additional functionality such as multiple currencies. More focus has been placed on useful information such as sizing, terms, information on delivery and returns etc.

The structure and navigation to important information is more prominent and the website is more accessible with larger and clearer text.

It has also been redeveloped behind the scenes to make it more accessible and standards compliant making it easier to maintain and develop both now and in the future.

www.strawpelletsltd.co.uk

Which areas have been developed?

Product & Delivery.

www.hiltonherbs.com

Which areas have been developed?

The company was very aware that the Home Page was starting to look a bit dated and research indicated that customers arriving on the Home page wanted to be directed very quickly to the relevant product, not read a novel about the company! So the changes include a combination of web psychology and feedback from customers. The company hopes that the site will have much more of a visual impact, as well as making the overall online shopping experience a more enjoyable one.

Feb 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

49

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50

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Equestrian Business Monthly | Feb 2013 www.ebmonthly.co.uk

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Please contact our sales team for further information

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