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BUSINESS

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EQUESTRIAN November 2012 Issue 128

Treats, licks and toys A booming market

Page 14

Media guide launch it team building

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INSIDE THIS ISSUE 5 NEWS 11 WALK ON THE WILD SIDE

Suzanne Wild talks trade

12 Innovative products

A look at 2012’s offerings

14 treats, licks & toys A tasty market

29 LET’S TALK PRODUCTS

Short boots & chaps

36 On the market

The industry’s finest

37 AT THE SHARP END

Mike Potter gets down to business

ASK THE EXPERT Time to move on

38 Pest problems Identifying rodenticides

39 BUSINESS ADVICE Team building

19 Media guide The best in the business

28 FIVE MINUTES WITH…

40 stock take Retailers’ top selling products

41 SECRET SURFER New websites on show

Taurus Footwear

EQUESTRIAN

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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.

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

Comment EDITOR’S

On the cover A big thanks goes out to Jessica Fisher and Ramantic for being this issue’s cover stars. Also a big thanks to Likit for providing us with a selection of treats and toys.

FORWARD FEATURES December Let’s Talk Products: Long boots Winter ailments Horse Equipment Caring for the veteran As we draw to the end of 2012, it’s time to start thinking about the year ahead. Keep your eyes on this space in the next issue for details about 2013’s features and the media pack.

Picture perfect

Making your business stand out from the competition is key when potential clients are faced with a sea of options.

ver the past few issues you may have noticed that the front cover has moved away from overdone stock images and promotional shots and has featured a range of stars – both equine and human. The decision to opt for our own unique covers each month is one that was well overdue and timed perfectly to coincide with the new design. Thanks to the fabulous Jamie Hall, we’re now able to bring our very own style to every page of the publication. We’re assuming that you like it too as we’ve received some very nice comments, especially about last month’s pink Christmas cover. While some may not have noticed at all – although I doubt that – the ‘new’ cover has also enabled us to interact and reward our advertisers by allowing them a little extra exposure. A good working relationship counts for a lot and that’s why it’s important to spend time building bridges. In this issue we have our annual media guide which profiles a selection of the best in the business; so read on to see whether one of those featured could provide you with a tailor made service.

happy and fulfilled workforce through the use of team building exercises. Whether you’ve been on one of these excursions or not, it’s not hard to see why these days can be so rewarding for both businesses and individual staff. When working in a challenging environment, especially one with all take and no give, staff can become unmotivated. Taking the time to recognise this and reward team members with a day out of the office will do wonders for morale. With Christmas creeping closer, office party planning will be in full swing. Whether it’s a three-course dinner, complete with champagne and bonuses or an intimate meal at the local pub, the end of year party should be a time for employees to unwind and feel appreciated. So, managing directors, directors, editors and anyone else in charge of supporting a team, if you haven’t done so already, take a few moments to reflect on how the atmosphere that produces your publications, greets your customers or creates your products is feeling and if the conclusion is negative, take the time to do something about that it. After all happy employees are worth their weight in gold.

Are they happy? Speaking of building bridges, this month’s Business Advice focuses on the importance of creating a

Meet Jamie Hall

Why visit the site:

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.

❖ Trade directory ❖ Web banners ❖ News & blogs ❖ Advertise jobs ❖ View latest issue online

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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

FEI releases banned substance list T

he FEI Equine Prohibited Substance List for 2013, which has now been approved by the FEI Bureau, will come into force on 1st January 2013. Following a period of consultation with the National Federations, the FEI List Group has signed off changes to the List for 2013, which includes five new substances and other amendments. Five new substances have been added to the List for 2013. These are the Controlled Medication substances Cyclosporin, a systemic immunosuppressant; Tropicamide, which affects the central nervous system and has

a potential for abuse; Pitcher Plant preparation (Sarapin), which is reputed to have analgesic properties, a potential to affect performance and its use is considered to be a welfare concern; Delmadinone acetate and Chlormadinone acetate, synthetic steroidal progestins that decrease testosterone concentration and have the potential to affect performance. Fentanyl and Morphine (analgesics), both of which are currently classified as Banned Substances, will be moved to the Controlled Medication section of the List in 2013 due to their increasingly common legitimate

use in equine medicine. Suxibuzone, which converts to Phenylbutazone in the body and is currently listed as Phenylbutazone, will be listed separately under Controlled Medications. Deslorelin, which was categorised as a Controlled Medication substance in the 2012 List, will be removed from the 2013 List. “The FEI List Group seeks to use the most up-to-date scientific research and information as part of its ongoing review of the Prohibited Substances List,” says Graeme Cooke, FEI veterinary director. “The National Federations and

all the Veterinarians involved in our sport are very much a part of the consultation process and all comments received on the initial suggested changes, which were first proposed in April of this year, were discussed by the List Group prior to the changes being finalised. “Publishing the changes to the List 90 days in advance, in accordance with our rules, means that the National Federations and their athletes will have plenty of time to familiarise themselves with the changes well in advance of the 2013 Equine Prohibited Substances List coming into force on 1st January next year.”

World Horse Welfare welcomes Grand National Changes

he horse charity that supports the responsible use of horses in sport and advises British horse racing on welfare has welcomed the changes to the John Smith Grand National course, but is disappointed that race organisers do not plan to trial a reduction in the number of horses running in next year’s race.“We welcome Aintree’s demonstrated commitment to making the course safer and the changes proposed today which make good sense,” says

chief executive Roly Owers. “We are especially encouraged by their programme of work on the fences, replacing the hard cores with softer materials to make them more forgiving to the horses. This has the potential to make a big difference to safety. “However, we are disappointed that they have not proposed reducing the size of the field, although we note that they are keeping this under review. We believe that the number of fallers, unseated riders and horses being brought down by other horses

in the National is too high (50% in 2012). We believe the single most effective way of doing this is to trial a reduction in the field size – say for three years.” World Horse Welfare (WHW) has urged the British Horseracing Authority (BHA) and Aintree to give further consideration to a trial reduction of the maximum field size for the 2013 race. “Our constructive discussions with the BHA and Aintree have shown that they understand this responsibility, and Aintree has been proactive in seeking

to reduce risk in other aspects of the race. Moving the start to a quieter location, levelling off the undulations on the course landings and improvements to catching loose horses are all very sensible improvements,” says Roly. Aintree is also levelling the drop landing at Becher’s Brook to six inches on the outside and ten inches on the inside, to encourage horses to spread out across the jump. WHW welcomes this change but still believes that the angle of the fence may need review.

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UK NEWS

Countryside Alliance warns Worming concern against growing digital divide over survey results

he Countryside Alliance (CA) has called for equal focus and appetite for delivering broadband in rural areas following culture secretary Maria Miller’s announcement that £114m is to be invested in broadband for cities. The investment will see the four UK capital cities along with Birmingham, Bristol, Leeds and Bradford, Newcastle and Manchester move towards ultrafast broadband- at least 80-100Mbps - and high speed wireless internet access. “The CA has always supported investment in broadband as a means for economic competiveness and growth, and we welcome proper funding and cutting back on bureaucracy,” says Countryside Alliance executive chairman Barney White-Spunner.

“However the Government needs to ensure that there is equal focus and appetite for delivering broadband in rural areas, which is, by comparison with urban areas, far inferior. It has been almost two years since the pot of rural broadband investment was announced and since then progress for delivering broadband in these areas has been even slower than the broadband connections rural people have to suffer. If delivery in rural areas continues to stall and broadband in urban areas continues to advance the digital divide is just going to grow wider. Those who are trying to live and work in rural areas are being overlooked. They are not asking for special treatment, they just want a broadband connection, let alone one that is ultrafast.”

Contact amend

n ‘What to Stock for Christmas’ last month, we showcased the Husky Boot from Taurus Footwear, however we included the incorrect contact details for the company. Taurus

Footwear offers retailers a range of long and short leather boots for country pursuits, general riding and competition. www.taurusfootwear.co.uk, T:+44 (0)1328 851432.

orming experts at Pfizer Animal Health are alarmed about the results of a recent survey which showed that half of all horse owners are not worming their horse or pony correctly for encysted small redworm. Encysted small redworm are the most common worms found in horses today and may account for up to 90% of the redworm burden in the horse, however new data has alarmingly revealed that this isn’t happening in around half of all cases. The survey, which was conducted as a part of the National Equine Health Survey (NEHS) in May 2012, showed that only 50% of 1095 respondents wormed their horse with an effective product for the control of encysted small redworm. The remainder either used a product they incorrectly thought treated encysted small redworm or simply didn’t worm their horse or pony at all to control the parasite. The most common reason given for not treating for encysted small redworm was that the horse had had a clear faecal worm egg count.

“Encysted small redworm won’t show up in a standard faecal worm egg count – even if the horse has shown a negative or low count it could still be harbouring several million encysted small redworms, which can present a potentially fatal health risk to the horse,” says Wendy Talbot, Pfizer’s vet advisor. Encysted small redworms can remain dormant inside a horse for up to two years, but usually develop and emerge from the gut wall all at the same time in the early spring. In severe infestations mass emergence can lead to a disease syndrome known as ‘larval cyathostominosis’, causing diarrhoea and colic with up to a 50% mortality rate. It is imperative to use a wormer containing moxidectin or a fenbendazole 5 day course, licensed to treat encysted small redworm. It is important to remember that there is now widespread resistance to fenbendzole in parasite populations whereas moxidectin has been shown to be effective against benzimidazole resistant worms and has a 13 week recommended dosing interval.

Riding for the Disabled Association receive £130k donation

he fundraising efforts of staff and customers at Countrywide have resulted in a donation of over £130,000 to Riding for the Disabled Association (RDA). The money was gratefully received on behalf of the charity by RDA President, Her Royal Highness, The Princess Royal. RDA comprises of 500 groups across the UK, providing disabled people with fulfilling, enjoyable and sensory experiences obtained through horse riding and other equine activities. “I wish to thank Countrywide staff and customers who have donated their time and money to help reach this phenomenal total,” says Ed Bracher, chief executive, RDA. “We really wanted to highlight how much this money means to us and show our appreciation, so we were delighted that Countrywide’s John Hardman

was able to present the cheque to our president. The money will enable us to increase the support we give to our groups, helping them meet the growing demand for our activities across the UK.” “We have been working in partnership with RDA as our designated charity for the last three years,” says John Hardman, chief executive office at Countrywide. “They are a wonderful organisation and there has been a great deal of passion and commitment throughout the Countrywide business to raise money and awareness for the work they undertake. Equine products and services make up a significant proportion of our business so many of our staff and customers are horse-owners and riders, and therefore understand the tremendous work carried out by RDA in helping disabled riders into the saddle.”

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

The money was raised through various means, including golf and shooting days, a silent auction and via Countrywide’s specialist in store equine, pet, smallholder and farmer events.

Countrywide employee Charles Delf also completed a 1,125 mile bike ride raising nearly £20k. The challenge saw him cycling an average of nearly 100 miles on 12 consecutive days.

UK NEWS

Nominations open for top young country sports person

he Scottish award for young country sports people, the Tam Tod Trophy, is now open for nominations. The trophy recognises excellence in young country sports people, and is open to anyone under the age of 21 who actively engages in, and has shown improvements in their chosen country sport. Anyone may nominate, but nominations from schools, organisations, colleges, friends, family and politicians are advised. Last year saw Scott McCall a

trainee keeper from Hamilton, Lanarkshire presented with the award at the Scottish Game Fair, having been nominated by Elmwood College, where he was ‘a model student’. Scott was presented with the award after being chosen from a selection of trainee gamekeepers and countryside managers who were nominated by their college. Other past winners have included individuals nominated for progressing through the ranks of the organisation’s Young Shots

Lorenzini Titanium wins award

orenzini, the Italian titanium manufacturer, was awarded the 2012 Titanium Applications Development Award by the International Titanium Association. Lorenzini’s unique horse bit collection was awarded the prestigious prize for its highly technical and innovative design and application, demonstrating significant achievement towards improving and expanding the use of

titanium. The company beat off competition from medical equipment, gasturbine engine coatings, and military weapon design, amongst other nominations. Researched and manufactured by Lorenzini Titanio in Italy and exclusively distributed in the UK by IV Horse, this range of specialised bits and stirrups has been developed with the horse’s care and performance in mind.

programme and the Angling for Youth Development Scheme. The Tam Tod Trophy was inaugurated in 2009 and was funded in memory of one of Scotland’s finest countrymen, the late Tam Tod, a gamekeeper, ghillie and lifelong friend of the countryside. The 2012 winner will be invited to a presentation at Holyrood as part of the Scottish Countryside Alliance Awards in February 2013. The closing date for entries is November 31st 2012. Medical use titanium, as used in Lorenzini bits, is strong, light, biocompatible and non-magnetic. It is resistant to corrosion and damage and has a low heat conductivity and stunning style. It is very strong, being more resistant than like-forlike steel, yet 40% lighter. A unique aspect of Lorenzini titanium bits is biocompatibility. Titanium is extremely well accepted and tolerated by living organisms and tissues, including tissues of the human body and all mammals. This biocompatibility prevents any risk of rejection during long-term usage.

Saddler opens business in Warwickshire

espite the doom and gloom Aimee Cayless, a Society of Master Saddlers Qualified Saddle Fitter who has spent ten years designing and fitting saddles, has gone into business for herself, setting up Southam Saddles. After having her first child in August 2011 and being faced with the task of juggling a professional career and motherhood Aimee decided to “take the bull by the horns” and go into business for herself. Aimee is able to offer a wide range of saddles and will give an honest and thorough assessment to provide the best long-term saddle fitting advice and guidance. Southam Saddles was established in August and has had a successful few months, with the future looking good for this new enterprise.

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UK NEWS

Additional coaches for BETA

Calling all farriers

ETA International’s free coach service will now include additional coaches leaving Norwich, Ipswich, Peterborough and London, joining those travelling from Exeter and Carlisle. The coaches will leave early on Sunday morning, stopping off at collection points en route to the NEC, Birmingham. An extra coach will travel from

arriers are being urged to complete a quick, simple, online survey that aims to give hoofcare professionals a greater understanding of the issues facing horse owners in the UK. Barefoot hoofcare as a management regime has proven to be on the increase in the UK, as seen on equestrian discussion forums and livery yards countrywide. Many farriers advocate a trimming regime if horse shoes are not currently required for the horse in question. However the regime requires dedicated management from the horse’s owner, and there are many factors that horse owners need to be aware of before embarking on a barefoot regime for their horse. The survey is coordinated by hoofboot distributors Trelawne Equine and the closing date is 31st Dec 2012. One lucky farrier, drawn at random, will receive 50% off a hoofboot FitKit, used to size equine clients for hoofboots. “We work closely with many farriers and know that barefoot trims are being increasingly performed in the UK – but the industry needs some more data highlighting the issues facing owners, and that helps identify the prevalence of barefoot hoofcare nationally,” says Trelawne Equine’s Lucy Nicholas. Visit - www.surveymonkey.com/s/ LWWVQ7Z to complete the survey.

Exeter on Monday, providing an additional opportunity for a day visit to the show, as well as collecting retailers who have been passengers on the previous day. Reservations should be made as soon as possible, by logging on to www.beta-int.com. Users should go to ‘Visit’ in the menu bar and select ‘Free Coach Service’, before clicking on the link to make a booking.

New online marketing channel launched

ew marketing initiative, EquiBuzz.co.uk offers a fresh approach to marketing for equestrian companies, which will allow registered users to edit the ‘News & Reviews’ page and choose from a range of promotions that are distributed via social channels, email and specialist websites, Equine Compare and EquiPortal (with more to follow in 2013). “With our extensive experience of web development and marketing, we are creating innovative ways to deliver your message to your target market,” says Brett Jackson, developer and co-founder. “Automating our processes keeps our costs low and leaves us with time to build new ways to attract customers.”

Promotions are distributed to established, Google optimised pages, and appear on the company’s own dedicated page. Users can post news on the company page, comment on reviews and chat to visitors. “EquiBuzz is busy creating a family of websites, guided by a simple philosophy, ‘Give users all the tools and features they want, unburdened by popups and ads, with instant access to promotions they want to see, when they choose to see them’,” says Kelly Jackson, marketing manager & co-founder. “The new version of EquiPortal, the social platform, is due later this year and aims to replace the old-fashioned forums that are commonplace on the internet.

Hall of fame

antastic Frankel has gone down in the books as the best race horse in history following fourteen unbeaten races. The thoroughbread belonging to Prince Khalid Abdulla will return to his birth place at Banstead Manor Stud follwing his final success at the QIPCO British Champions day at Ascot Racecourse on saturday 20th October. Frankel’s victory over the previous year’s winner, means he is certain to be the Cartier Horse Of The Year again. He will become the first horse ever in the 22-year history of the awards, which reward excellence in horseracing, to receive this accolade in successive years. The four-year-old Thoroughbred is currently back under the trusted gaze of trainer Sir Henry Cecil at the Warren Place Stable in Newmarket, where he will be gently prepared for his new job as a stallion. Illustration by Ian Baker

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

news in BRIEF Innovative rug

Guardian Equestrian has launched the first ever field safety rug, which uses revolutionary patent pending technology that is sewn into the chest of the rug, allowing the effects of electric fencing to be conducted. The creation of this revolutionary rug is designed to save lives and give horse owners peace of mind while their horses are turned out.

Roasty toasty

Belstane is delighted to announce its appointment as UK Distributor for ExoGlo FabRoc clothing in the equestrian, garden and tackle markets. ExoGlo uses a no wires heating system featuring a small concealed battery pack with remote control, within ladies and mens jackets and body warmers.

Hunting action pack released

The Countryside Alliance and Council of Hunting Associations have launched a Hunting Action Pack designed to assist supporters in explaining, promoting and defending the cause. The pack, which has been sent to all hunts is a part of the campaign to the Repeal of the Hunting Act and contains a variety of tools to help hunts promote their activities, communicate widely with local people and articulate the case for hunting. It contains, among other things, a Q&A on why the Hunting Act doesn’t work, Ideas of what your hunt can do, a template press release and a contact sheet.

Dodson & Horrell continues support for British Dressage

odson & Horrell will in 2013.” continue its support The novice championship is open of the British novice to around two thirds of the total championship. At 13 years, this is BD membership – some 7000 one of the sport’s longest running horse and rider combinations. sponsorships at this level. “I’m thrilled Dodson & Horrell For open and restricted riders, are continuing with this vital the championship is undoubtedly sponsorship which affects so a proving ground for the sport’s many of our members,” says BD’s future stars, including Grand Prix chief executive Amanda Bond. horse Classic Sandman and most “Their status as official supplier notably double Olympic gold of nutrition to Equestrian Team medallist Valegro, both of whom GBR underlines their support have worn the Dodson & Horrell at the elite end of the sport but winner’s rug, sash and rosette. equally the longevity of this “Dodson & Horrell is proud to novice relationship demonstrates support the British Dressage dedication to all. We look forward Novice Open and Restricted to a great year of qualifying Championships for another year,” and on to the culmination at says Sam Horrell, marketing Stoneleigh where, who knows, director at Dodson & Horrell. “As our next gold medal winner could a company we are committed to be discovered.” investing in novice riders and the British Dressage series provides an excellent platform for such riders to compete at a national level. 2012 was an incredible year for sport in the UK and we look forward to this 9/7/12 continuing Equ-Ad-July.pdf 16:31:16

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UK NEWS

Society of Master Saddlers change up Paralympics continuing to inspire

irencester Saddlers proprietor Laurence Pearman has been appointed as president of The Society of Master Saddlers. Laurence will be working closely with the chief executive Hazel Morley, the executive committee and the sub committees over the coming year to continue to carry out the proposals set out by their 2012 strategic review. Another new appointment at the AGM was Helen Dart, owner of Bookham Saddlery, in Surrey, who has stepped into the vice president’s role. “For me this is a great honour to be asked to be president of the Society even more so as it is the second time around for me,” says Laurence. “I feel that as members of the Society of Master Saddlers we should represent all types

of British quality manufactured saddlery and work more closely to help our manufacturers, as well as keeping up with new developments and technology. “I would also like to promote the formation of more SMS Regional Groups. We have always had a vibrant South West Region and another has recently been formed in the Eastern area. Regional groups encourage members to not only join in socially but also to talk about mutual thoughts, ideas, problems and put forward any issues for discussion at the Executive meetings. One of the biggest aims is to bring in more younger members to get their ideas onboard as they are the future.” For more information on the Society of Master Saddlers visit www.mastersaddlers.co.uk

survey carried out by the Grass Roots for UK charity, Leonard Cheshire Disability, recorded that 46% of UK disabled people were inspired by the Paralympics to take up sport. Amongst 1,100 disabled people surveyed by the charity, almost half have been inspired to get more involved with sport or exercise as a direct result of the Paralympic Games. Thinking about the longer term, 89% felt the Games would leave a positive legacy. Over half thought the Games would result in a positive change in non-disabled peoples’ attitudes. A quarter (26%) said they thought the Games would encourage more

Your Gift Horse launches drop ship program

our Gift Horse has launched a drop ship program just in time for Christmas. The scheme allows retailers to take orders online or in-store and have the goods shipped direct to the customer by Your Gift Horse. The first products to be included in the scheme are the cold cast bronze sculptures. Your Gift Horse is proud to have supplied Horse of the Year Show with them as championship trophies for five years in a row. “We’re really excited about launching this scheme and hope it will allow retailers to make more profit from their gift offerings,”

CONSUMER CORNER Horse Watch Scheme introduced in Lincs North Lincolnshire Council has introduced a Horse Watch scheme to tackle horse crime, in particular cruelty to horses where in one case a horse’s tail was cut off and in another, a horse and unborn foal died. The scheme was launched on Tuesday 2nd October at Canswick House Farm Livery Stables in Gunness. Horse Watch will be working with the relevant agencies e.g. the council, police, horse owners and associations, sharing information to help catch the perpetrators and bring them to justice; with those committing offences potentially facing a prison sentence of up to 14 years. The new initiative will not only tackle horse cruelty, but theft involving horse equipment, that is expensive to replace

and is a real target for thieves. Using intelligence from Humberside Police and Crime Stoppers, alerts and relevant crime reduction information will be sent out. All information will be in line with the Management of Police Intelligence (MOPI) Guidelines and will be appropriate for sharing with the public, and will allow some control over the messages and a validation of intelligence. “We will not tolerate horse crime in any form and that is why we have set up the North Lincolnshire Horse Watch scheme,” says Counsellor Carl Sherwood, cabinet member for customer services, sport and leisure at North Lincolnshire Council. “This new initiative will help track down criminals and bring them to justice for their cruel and vindictive crimes.”

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

disabled people to take part in sport and 12% said it would lead to improved accessibility. Less than 11% thought the Games would have no positive impact at all. The survey also found that over a third confessed to never taking part in sport or exercise before the Paralympics. Of those, 36% now say they have been inspired to get active and get involved in sport. “We have over 10m disabled people in the UK, says Alick Miskin, grass roots diversity services director. “This survey shows a shift in attitude and it’s now up to non-disabled people, and customer-facing employees in particular, to adjust to this change.”

says Christina Jones from Your Gift Horse. “Simply place an order through our website and we will deliver the goods to your customer on the next working day.”

www.spogahorse.com International Trade Fair for Equestrian Sports Suzanne Wild is Designer and Managing Director at Fuller Fillies.

HOP: TICKEEUTP TSO 35%

Walk on the

Wild Side R

esponsibility. This word seems to be haunting me right now and, rightly or wrongly, when that happens, I tend to think that I am being guided towards an area for discussion; I don’t follow any traditional faith or doctrine, but this is as close as I get! To many the word is tied to familial life; when we marry, we accept a shared responsibility with our partners; we buy our first homes and become legally responsible for paying the mortgage. Sadly, too few accept the responsibility for child rearing, blaming the school, society, the internet - anything rather than accepting they are primarily responsible for the creation of the 14-year-old monster they call ‘their child’. In business the world ‘responsibility’ is rarely used and is more often replaced with more commercially friendly words such as duty, obligation and liability. Because they suggest an element of legality it is easy to box them up and shelve them for a time when things go wrong… This has been a hot topic for Fuller Fillies in recent days; I want to concentrate on the message rather than getting ensnared in the minutia so suffice to say that shortly, we will be launching a saddle, which addresses the issues of the larger rider and the wider horse. Now, I personally understand the subject very well as I am one such rider; further, my company has a reputation for ‘getting it right’ - which we would like to keep; as such the saddle has been thoroughly researched, tested across almost four years, and has the endorsement of a respected professional body whose interests are in the chiropractic requirements of both horse and rider. As the manufacturer of such a product, we believe it to

be our responsibility to ensure all of these issues are satisfied. In the process of naming the saddle we ran a competition on Facebook. Largely (no pun intended) the response was from a delighted and excited fan base however; one reaction caught my imagination; “can you guarantee that your saddle will always be fitted by a qualified saddle fitter?” I gave my reply some consideration for all the reasons listed in the preceding paragraph, “can you guarantee that you will always have your saddles fitted by a qualified saddle fitter?” Clearly the concerned party (who holds the opinion that nothing larger than a small choirboy should ever mount) a horse, believed this was our responsibility as manufacturer. I am pleased to report that the Facebook consensus was that it is the rider’s responsibility! As many will know, we have a line of boots catering for calf widths that most can’t even imagine. When the zips on those boots burst, typically due to the wearer forcing themselves into them, they instantly blame the quality of the zip – and the retailer revokes their responsibility to ensure the boots provide a good fit prior to sale, and to objectively assess and manage the resulting concerns when they arise. Of course, we are responsible if the boot is manufactured with an unsuitable or sub-standard zip, but if the retailer sells those boots to a customer who is outside of the stated size range for the boot, or the consumer does not exercise their duty of care when trying on and wearing the boot – is that also our responsibility? Of course it isn’t – but manufacturers face these concerns on a daily basis.

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gahorse.c

spoga horse Cologne, 03 – 05.02.2013

Be inspired! Experience the top innovations and bestsellers for the coming season at spoga horse! At the world’s leading ordering trade fair for the equestrian sport sector, more than 400 exhibitors will display the complete range of products to excite riders and horse owners in the future. Come and be a part of it!

International Business Media Services Ltd. Prince of Wales House Bluecoats Avenue Hertford SG14 1PB United Kingdom Tel.: +44 (0) 1992 510 950 Fax: +44 (0) 1992 510 951 info@koelnmesse.co.uk

Outside the box

Outside the box Each year the equestrian industry brings a selection of innovative products to the market, with each manufacturer hoping to be the next best seller. 2012 was no different and now as the year draws to an end, Equestrian Business Monthly reflects on the items that have excited the industry.

ne of this year’s commended items was Barnsby’s iTRee saddle. Launched in February, the saddle features a carbon fibre tree which has an integrated heating element so that the saddler can quickly and easily adjust the width of the saddle, as many times as is required. The process takes 10 minutes and has an infinite life span without holding any memory of a previous fit, allowing customers to have the saddle adjusted as their horse develops or if required for a different horse. This product has had a significant impact on horse owners who face the predicament of having to buy a new saddle should their horse alter its physique. The saddle industry has played an important role in this year’s area development. At the autumn Spoga Horse event, EQUIscan won the ‘horse’ category for its Online Platform. Used in conjunction with the Topographer PRO, which provides a worldwide standard measurement, the Online Platform allows information to be shared worldwide, increasing business opportunities and intensifying relationships with customers. By recording the exact measurements,

which are then stored on the database, it allows saddlers to show customers the exact problem areas of a saddle and can also act as a point of reference for any conflicting issues later down the line. Horseware’s ICE-VIBE boots also caused quite a stir. The rechargeable vibrating boots boost circulation and therefore aim to reduce the risk of injury. The boots can be applied in the stable before the horse is exercised to prepare the legs by increasing blood flow to the tendons and ligaments making them more elastic. The cleverly designed boots are fitted with a timer allowing users to leave the boots on in the field or over a period of time without any danger too. The boots also come with a cold pack, which can be chilled in the freezer and applied after exercise to soothe tendons. Efficiency is always at the forefront of the equestrian industry. A handy tool for any retailer, the Premier EPOS App for iPhone and Smartphones has received good feedback. The Premier EPOS App links directly to the EPOS in real time, allowing retailers to see any changes as they happen. The PDA

EQUIscan topographer

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

Barnsby iTree

The Barnsby iTree features a lightweight carbon tree which uses a heating element for easy adjustment

Attachment comes complete with a barcode scanner and card reader, making things such as stock takes and price updates a lot more efficient. Supplements are always popular and continue to evolve. Hilton Herbs has developed its herbal Bye Bye Itch feed

supplement, which is designed to tackle seasonal itching. The product underwent extensive UK field trials using horses and ponies located around the UK, all of whom had a history of allergic itching. The trial results revealed that 93% of participants felt the product had helped their horse or pony. One item that is currently reassuring customers is the KBF99 range of grooming products, complete with an antibacterial additive that can kill dangerous pathogens. These products, developed in conjunction with microbiologists at Coventry University, are low in price and offer the user peace of mind.

PRODUCT

Proven to work Bye Bye Itch feed supplement and Bye Bye Itch Lotion are unique products formulated by Hilary Self Bsc MNMH, medical herbalist at Hilton Herbs. Designed to tackle seasonal itching in equines, the ingredients in the Bye Bye Itch supplement were chosen for their ability to reduce irritation, inflammation, and the allergic response to biting insects, and also to generally improve skin and hair condition, integrity, and growth. The products underwent extensive UK field trials using horses and ponies located around the UK, all of whom had a history of allergic itching. The trial results are available from the Hilton Herbs website, along with a video featuring two of the trial ponies, but 93% of trial participants felt the product had helped their horse or pony. Launched to the public in November 2011 at Your Horse Live! Hilton Herbs has enjoyed huge success with both products with a re-order rate of well over 65% and many truly amazing customer testimonials. The Bye Bye Itch feed supplement is available in sizes from 2kg, RRP: £24. The lotion is available in sizes from 500mls, RRP: £15. For more info go to http://www.hiltonherbs.com/userfiles/file/BBI_Pie_charts.pdf

The TubTrugs® MicroTub™ ProfiT Pack

ONE PRODUCT YOU MUST STOCK THIS CHRISTMAS! PROFIT

£39PA.CK99

Hilton Herbs: +44 (0)1460 270701 www.hiltonherbs.com PRODUCT

A Horse Health Revolution KBF99 has taken the equestrian industry by storm this year offering horse owners the chance to kill dangerous pathogens without the use of chemicals, simply by incorporating the equipment in to everyday routine. Developed by leading Microbiologists at Coventry University, the KBF99 additive effectively killed 99% of the bacteria test culture (Strangles, Ringworm and E.Coli). It will also kill some parasites and viruses. “As well as providing protection against the spread of Strangles, the KBF99 range is also effective against Microsporum, the causative agent of Ringworm,” explains Dr Stephen Coupe, director at Coventry University Microbiological Consultancy (CUMC). “In laboratory trials, over nine times less Ringworm growth was recorded on the activated fibres as compared with non-antimicrobial brush fibres. KBF99 products would reduce the risk of infection spread between animals if equipment was to be used on more than one animal.” Prices start from £2.00 and products are available in a range of colours. The KBF99 additive is effective for a minimum of two years and all products feature a best before date.

Vale Brothers: +44 (0)1239 614648 www.kbf99.co.uk

• SSP £1 - Microtubs™ fly out the door! • Over 100% Profit Margin! • 96 Microtubs™ plus 15L Tubtrug® • Perfect Impulse purchase. • Fully merchandised - ready to sell. • Fantastic colour assortment. • Just drop on the counter and start selling!

CALL 01455 848 184 sales@faulks.co.uk www.faulks.co.uk

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

Treats, licks and toys

Horsing

AROUND

The equine treat and toy sector continues to stand tall and with the nights becoming darker and wetter, many horses will be preparing for long stints in their stables. Equestrian Business Monthly takes a look at what’s on offer and asks why these products continue to bring home the money. Tasty treats

Carrots and apples are good natural rewards – and there’s nothing to stop you stocking these – but specific equine treats do have some important unique selling points that are worth emphasising. For instance, solid treats will almost certainly last much longer than fresh food or mints, which go mouldy or soggy

“ Packaged brightly and displayed prominently at point of sale, treats are especially tempting to children” very easily. Treats in resealable containers are especially easy to keep fresh. These treats are also uniform in shape and size, so easy to give to a horse without cutting up, and are small enough to fit into pockets. Some treats contain ingredients to help with specific conditions, for instance respiratory relief, so it is worth pointing these out, to persuade customers they need these little sweets. While many will view treats and licks outside of the feed bracket, it is important to remember that these products have a shelf life. Although usually longer than a bag of feed, treats won’t last forever and need to be sold with this in mind. For most horse treats, the prices are so low they should still be selling in the current climate. Lower price items are still effective as impulse buys and special offers are especially tempting so see if persuading customers to bulk buy for a bigger saving will work.

Packaged brightly and displayed prominently at point of sale, treats are especially tempting to children. Some products, such as cartoons tempt children into buying treats for their ponies, so make sure the packaging is positioned at children’s eye level. Larger tubs may be best stacked in the feed section, or by the door, but smaller packets of treats always look best on the correct racking, if a company supplies

Licks Previously thought of as a treat, licks are now being marketed differently to show horse owners that they can be effective forage balancers. Modern feeding has now shifted towards a simpler, fibre-based diet, and licks, like other forms of nutritional additive such as balancers and vitamin and mineral supplements, are now positioned in the market as an important dietary addition. Licks have a variety of uses, from balancing a diet to preventing boredom and as such are available in a number of forms. Large tubs can be fed on the floor in the

difficult to reach. Although most horses self-regulate the intake of minerals and salt, sticky, sweet licks may be far more tempting and the horse’s intake should be monitored to ensure they do not have too much – it may take a while for the horse to adjust to using a lick. Traditional salt and mineral blocks are still popular too, as they offer an easy way to ensure the horse can fulfil his need for salt in the diet. Horses in light work or rest require only access to a salt lick but for horses in hard work or breeding extra salt may need to be supplemented in the diet, however, customers should be aware of how much salt already exists in compound feeds. As always, reading the label is advised. “Rockies licks aren’t treats in the conventional sense as, whilst horses and ponies really enjoy them, the vast majority of the range is calorie free, and most are

“ Traditional salt and mineral blocks are still popular too, as they offer an easy way to ensure the horse can fulfil his need for salt in the diet” field or barn, smaller tubs are suitable for the stable and smaller, round licks can be hung in the stable, making them more

Equestrian Business Monthly | Oct 2012 www.ebmonthly.co.uk

Image courtesy of Horslyx

molasses free too,” says Jeremy Sample, sales director at Rockies. “This means that the licks can be used by the horse as and when required, and should be provided in a free access manner. They contain salt, which is self limiting, and minerals, trace elements and in the Field & Stable Block, vitamins, that the horse’s body needs. The flavourings ensure palatability whilst the formulation means intake doesn’t have to be limited, and the inbuilt hardness ensures that they last.” Sugar is also important in the horse’s diet but some customers may worry that too much sugar from a lick may cause problems. “Sugars are a normal component of any horse or pony’s diet and have been present in plant material through their evolution,” says equine nutritionist and consultant to Likit, Dr Derek Cuddeford. Many products, including Likits, use a natural sugar – glucose – which is easily

Treats, licks and toys and efficiently digested. However, in vast quantities sugars can be detrimental. “It is not desirable or economical to allow Likits to be repeatedly fed without limitation

the way in which the horse interacts with the toy and also the ease of use for horse owners. Beyond that we look at working with equine colleges both here

“ The primary purpose of the flavoured Likit refills is, after all, to maintain interest and keep the horse occupied in order to reduce stress and stable boredom” which is why they are designed to be used in conjunction with our range of stable toys,” says Lindsay Gall, marketing manager at Likit. “The primary purpose of the flavoured Likit refills is, after all, to maintain interest and keep the horse occupied in order to reduce stress and stable boredom. The market for licks is still strong and many manufacturers are running special offers and discounts to encourage sales. Although some products are complete, others are part toy, part lick and therefore refills could be needed, so make sure any refills or extra accessories are in stock too. Products with refills or accessories are always a good idea to stock, as it encourages customers to return to the store to buy a refill more regularly, thereby assisting more impulse buys.

Further development Treats, licks and toys are not a new invention, but as with all products, these items are constantly evolving as new information is unearthed. “We are always looking at ways of developing our product range through innovation or by adapting existing proven products,” says Lindsay. “Comprehensive field trials are very important, both to assess

and abroad where controlled studies can analyse the benefits of Likit products in more detail.” While many products have been developed to a specific formulation, one which may not have been altered over the years, technology has made the process easier. “The basic process for making Horslyx hasn’t changed over the years, however investment in the factory has produced a more automated computer controlled process, so that every batch of the product is made exactly the same way,” says Gillian Neill from Horslyx. “By becoming accredited to new legislations, such as the BETA NOPS scheme, customers can now have further peace of mind that the ingredients used in Horslyx are fully traceable and comply with industry standards. New formulations with unique ingredients have been introduced over the years, but with the same basic process.”

Play time Horse friendly stable toys have been growing in popularity for years as they can help reduce boredom in stabled horses. Modern horse management techniques now mean that horses are frequently stabled for large amounts of time as it is more convenient for the owners. “Horses have evolved to roam

Likit Boredom Breaker without restriction and yet we, as humans, impose an unnatural lifestyle whereby they may be stabled for long periods of time, often fed a high concentrate/ low fibre ration and frequently deprived of the normal social interaction of a herd animal,” says Lindsay. “These and other factors can increase stress levels and lead to digestive upset and stable vices. Likit stable toys have been shown to help reduce stress and boredom by keeping the horse entertained and interested whilst encouraging normal oral behaviours. In one recent trial using horses with a fixated abnormal behaviour (all chronic crib biters) it was shown that the Tongue Twister reduced cribbing activity by 27%”. Horses that are sick or injured may also find themselves confined to a stable and this can have a detrimental effect on both behaviour and condition. This confinement can lead to

‘stereotypes’ in some horses; these are repetitive, unnatural behaviours that the horse uses to express itself and can indicate that the horse is stressed and bored. A stereotype can be described as “a displacement activity of a repetitive nature with no obvious ‘goal’.” (The BHS Veterinary Manual, 2001). Most of this

“ A stereotype can be described as “a displacement activity of a repetitive nature with no obvious ‘goal’.” behaviour occurs under the restraints of domestication and it is a stress response to inappropriate management. It is important to remember that stereotypes are not ‘vices’ i.e. bad behaviour on purpose, and nor

Treats, licks and toys can they be ‘caught’ by another horse. It is thought that more than one horse in a yard may display this type of behaviour not because it is copied or learned, but because the horses are kept in the same unnatural manner. Behaviour shown could include box walking, crib biting, weaving, wind sucking or kicking the door. Floor-based toys such as ‘nut

Horse-friendly materials As large and powerful creatures, horses can easily break toys. “The Elico Equine Decahedron It is made from military grade, compounded materials (much stronger than lower specification, dry-mix material or blow-moulding as used on some other horse toys),” says Keith. “Having supplied these for 14 years, I find that they have a proven track record of dealing with the rough-andtumble when played with by a horse or pony.”

balls’ also have the added benefit of stimulating natural grazing behaviour, which is beneficial to a horse’s digestion. For veteran horses, these items are great as it encourages the horse to stretch and move around in the stable. While not a toy as such, mirrors can be great for adding a distraction or making the horse feel as if he is not alone. However, care should taken when stocking these items as it is important that glass is shatter proof, as failure to check this could result in a very nasty injury not to mention a potential law suit. Stocking these items can make a big difference to retailers. Customers like to see and touch the products that they’re buying so displaying ‘fun’ items correctly is important. “The Elico Decahedrons are not packaged as they are best displayed on an open shelf or even put together in a large haynet,” says Keith Ellis from B Jenkinson. “If they are displayed in a shop with a mixture of colours they are an attractive point of sale item, and as a long established equine boredom beater (14 years), sell quickly.”

Likit Holder

Snak-a-Ball

Likit Boredom Buster

Is your horse up to the LIKIT challenge? Tongue Twister

Boredom Breaker

Medium Challenge

Low

Challenge

Find out more about our seriously fun equine challenge system at www.likit.co.uk 16

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

Boredom Buster

High

Challenge

Top tips for happy horses As horses are increasingly kept stabled, treats, licks and toys are becoming more popular. There are also many other ways to make sure horses are as happy as possible so here are a few tips to pass on to customers.

C KIE S

100% O

• If the horse really objects to being stabled then perhaps the horse owner should look at changing the horse’s routine and environment, for instance moving yards to a place with more turnout facilities or investing in a horse walker.

The “low salt miles” salt lick for all stock

• Customers should provide plenty of hay at all times, especially at night, to encourage natural behaviours such as browsing and trickle feeding. Stock haynets with

The greatest range on earth

• If the horse or pony has suffered from laminitis or is under veterinary care, make sure feed-based toys are used carefully and that they do not interfere with veterinary treatment.

• Make sure the horse does not feel claustrophobic. Shutting the top door may be tempting when a horse is displaying stereotypic behaviour but this may make the problem worse. Door grills can help.

• If possible, stable the horse next to his friend so they can see and touch each other. Even better, lower the internal stable partition or cut a hole in it, enabling both horses to groom each other through the gap.

small holes to recommend to your customers as this will slow down the horse’s eating, keeping him occupied for longer – or better still for sales, suggest doubling up haynets!

• Turn out as much as possible – even walking in hand or an hour a day in a sand school is worthwhile.

T E & NA

Rockies are made in Cheshire from salt extracted from the ground only 14 miles away. The salt we use is human food grade PDV salt-exactly the same as that on your table. We then add top quality essential trace elements in exactly the right amounts to suit your horse, and press it into very hard licks. Why burn all that fuel by dragging lumps of Himalayan rock salt, with accidental levels of minerals and impurities, all the way from Pakistan when you can get the real stuff on your doorstep? Rockies are made to do a specific job. That job is to ensure the health of your horse. Don’t settle for anything less.

Rockies. Protect your horse. Protect the planet.

Contact Rockies on: 01606 595022 or info@rockies.co.uk www.rockies.co.uk

A market leader for 14 years in the field of horse toys with a persona of its own A twenty-sided, Equine BoredomBeater, British-Made with military-grade, compounded materials for durability in use. Fill with pony nuts, feed or treats and let the horses play - with tasty rewards. Excellent for use in the stable or paddock to help prevent stereotypic behaviour, and as a trickle feeder to stop a horse eating too quickly, for those prone to laminitis. Available in 5 colours and two sizes: Small 20cm - holds up to 2kg feed Large 25cm - holds up to 3kg feed

Look for the white label as your sign of quality

Sole distributor for 14 years

Beware of inferior copies

Now in

5 Wellington Road East, Dewsbury, West Yorkshire, WF13 1HF Tel (01924) 454681 www.jenkinsonsequestrian.co.uk

it’s

14 Yea r th

as mark et leader

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

Treats, licks and toys PRODUCT

PRODUCT

Handy nibbles

Multi-dimensional

Hilton Herballs are fantastic treats and are sold to horse-owners all over the world – but they are equally popular with other animals! Herballs can be used for clicker training, stretching, catching, or loading, and are free from molasses, artificial sugar, flavourings, and GM products and safe for laminitics or insulinresistant horses and ponies. The packaging has been revamped to be brighter and more colourful and the re-sealable bags have a ‘see-through’ window so the product can be seen before purchase. Available in sizes from a 400g bag, RRP: £2 including a 12 x 400g countertop display box.

The Elico Equine Decahedron is excellent for use in the stable or paddock to help reduce stereotypic behaviour such as weaving, crib-biting, wind-sucking, box walking etc. The Elico Decahedron is not packaged as it is best displayed on an open shelf or even together in a large haynet. If it is displayed in a shop with a mixture of colours (available in red, blue, purple, pink and lime green) it can be an attractive point of sale item. The Elico Equine Decahedron it is made from military grade materials that can withstand rough-andtumble when played with by a horse or pony. Look for the white Elico Triangular label as a sign of quality.

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

B Jenkinson: +44 (0)1924 454681 www.jenkinsonsequestrian.co.uk

PRODUCT

Stable Toys

Delickious Licks

This innovative, high quality range includes the famous Boredom Breaker, Tongue Twister, Snak-A-Ball and Likit Holder stable toys, as well as the more challenging Boredom Buster. While these renowned products have been shown to reduce boredom, Likit Treat Bars and Snaks can be used as a training aid or reward. A variety of display options are available to stockists, from counter displays to sturdy free-standing units. Retailers also benefit from extensive marketing and advertising support, while the newly designed Likit website includes details of the Likit Challenge System to help customers choose the most beneficial product for their individual horse or pony.

Rockies’ range of licks caters for all equines and, with Magnacalm and LaminShield being formulated for specific issues, there’s no reason not to stock Rockies. Rockies’ Health Lick, a calorie free, molasses free mineralised salt lick fits in a conventional salt lick holder. The unique, delicious flavourings ensure palatability, the salt makes it ‘self limiting’ and as it’s calorie and molasses free, it’s suitable for all horses and ponies. Health Licks can be used to help ‘top up’ an equine diet and supplement horses that don’t receive bucket feeds. The licks are available in carrot, apple, cherry, garlic and mint flavours, in 2kg sizes, RRP: £2.99.

Likit: +44 (0)1655 750523 www.likit.co.uk

Rockies: +44 (0)1606 595025 www.rockies.co.uk

PRODUCT

Festive treats

Happy horses

Horslyx is joining in the fun this festive season with the ‘very merry’ Christmas Pudding Wrap for every Mini Horslyx. With a ‘To and From’ label, the Mini Horslyx retails at £3.45 and is the perfect gift. The lick contains a list of vitamins, minerals and trace elements to support the immune system. Mini Horslyx can also be used when catching, clipping, loading, grooming or during vet visits or when performing stretching exercises. Available in Original, Garlic, Respiratory and Mint. Retailers interested in the Christmas Pudding Wrap should contact the office or area sales manager.

The Horseball from Cottage Craft will help customers keep their horses amused this winter. This fun product is available in small in colours, blue and yellow and large in colours red and green. A must have product to keep horses happy during the long winter days. RRP: £4.99 for a small and £19.99 for a large.

Horslyx: +44 (0)1697 332592 www.horslyx.com

Cottage Craft: +44 (0)1274 711101 www.cottagecraft.co.uk

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

Media Guide

A Spectrum of

KNOWLEDGE

In the annual media guide, Equestrian Business Monthly showcases a range of advertising platforms and speaks to those in the driving seat to find out how each can assist in the promotion and development of equestrian businesses. PR AGENCIES Many businesses opt for a PR company to lighten the load. “Whether you are launching a new product, expanding into new markets or trying to change public perception, a PR company can help you achieve your objectives,” says Andrea Worrall from the GPC. “Put simply, a PR company will help you manage your reputation and the messages

you send out to those people who influence your business. We offer a full range of PR and marketing services and can help our clients develop creative and effective campaigns which might include: developing editorial with key media; optimising sponsorship opportunities; implementing social media campaigns or event management.” While the positives of PR companies are clear, cost can outweigh the option to invest

in these services. However, it’s important to consider whether the service is a necessity. “As a business, your reputation is your most valuable asset, so it’s worth investing the time and money to find a PR company to work with which shares your values and can help you protect and develop the things you value most,” explains Andrea. “Look for the ‘whole package’ – experience, reputation and cost. We invest a great deal of time listening to our clients

and developing campaigns, which deliver excellent results and value for money. Be clear about how much you can invest: 2 –10% of turnover is often a good rule of thumb depending upon what you want to achieve and how far reaching you need the campaign to be to achieve it.” Claire Allmett from Creative Equine stresses the importance of patience when hiring a new PR company. “The most important part of any new working

Television advertising Richard Burdett, managing director at Horse & Country TV (H&C TV) explains the benefits of television advertising. Over the last twelve months over twenty equestrian businesses have discovered the power of television advertising, a medium that, historically, has been the preserve of consumer brands with multimillion pound revenues and advertising budgets to match. Fortunately the digital revolution has changed that forever with the arrival of niche channels, such as Horse & Country TV, that deliver highly targeted audiences to specialist advertisers. Nowadays television advertising can compete on price with specialist press and, with a thirty second spot costing as little as £14, H&C can offer a heavyweight campaign for the price of a page in one of the major equestrian titles. Furthermore our recent survey of almost 1500 H&C viewers showed that many of them don’t read the equestrian press, so television can reach prospective customers who aren’t currently being influenced by print only campaigns.

But once you’ve made the decision to advertise on TV there are two further questions to answer; what should your ad say and how can you produce an effective ad at a realistic budget. One of the benefits of specialist television is that it delivers an engaged audience who are genuinely interested in news about products from specialist businesses. So whereas traditional TV advertisers have to resort to expensive production techniques to grab the attention of an audience essentially disinterested in the message, there’s no requirement for similar pyrotechnics in the equestrian sector. Indeed most of the ads on H&C were made for under £2.5k. There are three potential routes that have produced results for our advertisers. Rider endorsement – Sponsored riders make great spokespeople and TV brings their relationship with your brand to life. Saracen has

featured Carl Hester in their TV campaign and Bucas are shortly to launch commercials featuring Olympic medalists Mary King and Charlotte Dujardin. This approach dovetails nicely with print, making your magazine ads featuring the riders you sponsor work harder. Product demonstration – Our viewers like to keep abreast of new developments and a product demonstration effectively showcases new innovations. Rider safety device RS-tor took this approach to show how their product allows riders to stay safer in the saddle whatever their discipline.

Packshot – If you’ve got a beautiful product that merits high quality, close-up photography to demonstrate the products key features, our deal with the Packshot Company can give you Hollywood production values for less than £2,000. Charles Owen took advantage of this approach to bring to life their 4Star helmet in a dramatic and powerful commercial. You can see these and many other ads on our website at horseandcountry.tv/advertise and we’re happy to advise on the best production partner to help bring your brand to life.

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

Media Guide relationship is managing the level of expectation,” she says. “It is crucial that the investment in PR is given time to mature, so if you have concerns and worries about the costs involved, maybe look for a company that will offer you a bespoke package tailored to your short, medium and long term goals and then you can plan accordingly.” Choosing a suitable PR company could be the difference between success and failure. Many equestrian businesses are very

“ Any PR company you appoint should have experience of the market in which you operate and excellent industry and media contacts” specialised and require previous knowledge in order to fully represent the product, person or company. “PR companies, like businesses, vary greatly and many have their own areas of specialist interest and experience,” says Andrea. “Some will simply offer media relations and editorial services whilst others will offer a range of complementary services including sponsorship and event management, marketing, media buying or crisis management. As with many things, it can be tempting to simply select a company on the basis of cost, however, you should satisfy yourself that the level of experience and service provided will meet your business objectives. Any PR company you appoint should have experience of the market in which you operate and excellent industry and media contacts – and clients who would be happy to recommend them.” Claire Allmett, PR and marketing consultant for Creative Equine agrees that finding a compatible partner is essential. “No two clients are the same so I suppose the same rules will apply to your choice of PR professional and the variety of services that they offer,” she says. “Start thinking about what you want to achieve before speaking to the PR companies, it will be clear if they can help. Ultimately you need to find someone you enjoy working with, who can seamlessly integrate into your existing team and deliver the

all important results you desire.”

Online advertising Online advertising is continuing to revolutionise media as we know it, adding an additional platform to print. “Most

equestrian businesses already take advantage of online advertising, whether it be Google Adwords, social networking, banner adverts or sponsored newsletters,” says Kelly Jackson of EquiBuzz. “Online advertising has numerous advantages including accurate tracking of sale conversions, the ability to improve your marketing message mid campaign, flexible cost models such as pay per click or commission based and reaching a wider audience. “Another key advantage is that customers have instant information at their fingertips.

“ Try dipping your toe in a variety of online advertising methods without risking big chunks of money. Once you have tested the water you can then see which platforms provide the highest sales conversion” An impulsive mouse click can result in a wealth of information that increases desire, answers questions and removes potential sales barriers.” While this is all well and good, it does rely on customers seeing the adverts. Fortunately, according to comScore’s European internet usage report 2011, British people spend more time online than any other country in Europe, and there are many equestrianspecific websites for equestrian businesses to advertise on. “Try ‘dipping your toe’ in a variety of online advertising methods without risking big chunks of money,” advises Kelly. “Once you

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

have tested the water you can then see which platforms provide the highest sales conversion. Find out what works for your business and don’t be afraid to think out of the box”. Innovation, drives the Internet forward and constantly brings new opportunities for advertisers. Advertising in videos and on mobile devices has been a recent trend, but who knows what’s next. “Consumers and businesses like websites that make life easier,” according to the creators of Equine Compare. “Our new B2B brand EquiBuzz.co.uk simplifies the job of pushing promotions through all our channels, lowering costs and saving time,” says Brett Jackson from Equi Buzz. “Changes to our consumer websites will feed visitors with information and promotions that interest them, without popup and banner ads getting in their way.”

Print advertising Advertising in magazines – whether on a national or regional level, or both – remains a popular choice for many companies, and for good reason. Print advertising allows you to reach specifically targeted groups of people in a high-impact and tangible way. Although some people might worry about cost, if an advert is targeted in the right publication the value for money can be significant. Cost per advert may also be reduced if a run of adverts is booked for a set number of weeks or months. While online advertising is booming business at the moment, print advertising allows hardcopies to be displayed in shops and gives readers the opportunity to access said advertising on the go. Many publications build loyal relationships with their advertisers offering them special deals, added editorial or coverage that they might not get anywhere else. Printed publications also allow other platforms to be emphasised and encouraged, such as pushing traffic through to the website.

Photographers Recognising a brand and subsequently promoting it in a unique style can be challenging, however commissioning a photographer or having your own in-house member of staff

can help to secure your position. Using a photographer ensures that the images used have never been seen before, are 100% relevant to the topic and feature specific products or people. This can be helpful in terms of print advertising as it gives publications the option to use specific brands – with or without a charge.

Choosing your media When looking to target advertising for the maximum impact, businesses need to think of the overall marketing goal – such as increasing brand awareness, or introducing a new product to market. Once this has been decided on, the next stage is to work backwards and strategically think of a route to get there. Taking time to consider what the business needs should be top of the list over what is the cheapest. Thinking about the target market will help to identify whether a certain type of advertising effectively reaches the audience in question. The way in which the message is distributed is also important. Thinking about whether the selected media understands the readership is key as is considering how long that media can run for and how soon it will need replacing. Many media agencies are bursting with information and advice, which they should be readily willing to share. If however they are not around to answer your queries or provide suggestions then perhaps there is another agency who will be.

In an uncertain trading climate

PressPoint Media stands tall There’s common sense in our approach. Quite simply we: » » » » » »

negotiate the very best media placement and prices secure more editorial coverage for your brands create and/or maintain websites that work devise marketing and PR strategies that get your brands noticed respect our clients’ needs work hard for a fair price In 2010, PressPoint won a competitive pitch to handle the PR for our brands EQVALAN and EQVALAN Duo due to their extensive knowledge within the equestrian industry. It was clear from the outset that they knew exactly what they were talking about and who to talk to. This has resulted in extensive PR coverage and great editorial features with perfect placement and timing for us. We also asked PressPoint to pitch for our media buying and were very pleasantly surprised with the significant savings they made us. The team at PressPoint is efficient, friendly and a pleasure to work with. They now work across a number of our brands within the equine, veterinary and small animal sectors. Claire Edmunds, Product Manager, Merial Animal Health

When it comes to PR & Marketing we’re head and shoulders above the rest. PressPoint Media Ltd – a full service Public Relations & Marketing Agency specialising in the equine, veterinary, small animal and countryside sectors.

t: 01953 851513 e: enquiries@presspoint.co.uk www.presspoint.co.uk

Media Guide

Jamie Hall Photography

Creative Equine Marketing

Contact: Jamie Hall Tel: +44 (0)7717 476792 Email: jamie.photography@btinternet.com www.jamiehallphotography.co.uk

Contact: Claire Allmett Tel: +44 (0)7803 728646 Email: Claire@creativeequine.co.uk www.creativeequinemarketing.co.uk

For anybody who owns a horse they will know just how special these magnificent animals are, and how memorable moments spent with them are. Jamie offers a photography service, specialising in 1-1 portrait, either at the yard, stables or a special location. Following a two to three hour session, Jamie will edit the images sending the client a selection to view and purchase. Photos from the day can be framed, made up as canvases or as prints alone. See Jamie’s Facebook page: Jamie Hall Equine Photography or visit his website to view his work. Jamie is based on the edge of the Norfolk Broads.

Creative Equine will work to the company’s strengths, improve the weaknesses and plan, create and then fuel a promotional strategy. Offering a wide range of bespoke services including PR and marketing, creative design for web and print, brand development and online campaigns including blogging and Facebook management. With a flexible approach and exciting skill set the company offers you the opportunity to connect to your target audience. From equestrian solopreneurs, to multi media campaigns, the service suits all needs.

PressPoint Media Ltd

headStart media ltd

Contact: Vanessa Britton Tel: +44 (0)1953 851513 Email: vanessa@presspoint.co.uk www.presspoint.co.uk

Contact: Madeline Lee Tel: +44 (0)1449 722505 Email: madeline@headstartmedia.co.uk www.headstartmedia.co.uk

Services: public relations, media buying, traditional and digital marketing services, graphic design and print, website design and build, and copywriting. Established in 1984 as a full-service agency specialising in the equestrian sector, PressPoint Media has over twenty five years experience in public relations and marketing; delivering innovative solutions across a range of media. Employing a dedicated team of equestrian writers, designers and marketers, PressPoint is able to get to the heart of a project quickly, implementing swift solutions to get the job done, on time and on budget.

Specialists in the equestrian industry, headStart media offers a range of online and off line services that help to make sure your marketing and advertising spend works to grow and develop the business. Services Include: PR & marketing: marketing m e d i a campaigns and strategies, public relations, product launches, offline advertising campaigns. Online marketing: Search engine optimisation, social media campaigns, website and information architecture, traffic reporting, PPC and online advertising campaign management. Website Design • Print Design • Sponsorship Management • Event Management

The Grand Plan Consultancy Ltd

Horse & Country TV

Contact: Andrea Worrall Tel: +44 (0)1608 654040 Email: panda@thegpc.co.uk www.thegpc.co.uk

Contact: Mary Bisco Tel: +44 (0)1633 647951 Email: maryb@horseandcountry.tv www.horseandcountry.tv

The GPC has built an enviable reputation for delivering creative, integrated, results-driven PR and marketing campaigns for a variety of equestrian businesses. The GPC understands that each business is unique and works hard to develop and implement tailored solutions to meet individual needs. Our services include: Public relations, media planning and buying, social media, event management, sponsorship. The experienced and dedicated team is committed to helping clients to achieve their goals and works hard, as an extension of the client’s team, to ensure money and the message go further.

H&C is part of the basic package on Sky (channel number 280) and can be viewed in over 10m UK homes. H&C’s audience is measured by BARB (Broadcasters’ Audience research Board). The average number of viewers tuning in to the Channel each month over the last year is 456,000. The company also has 80,000+ Facebook friends and 14,000+ Twitter followers. Horse & Country TV is the leading broadcast and digital media targeting the equestrian sports and country lifestyle. With a thirty second ad on the Channel costing as little as £14, H&C can turbo charge marketing activity and make the print spend work harder.

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

headStart

Liven up your sales with EquiBuzz www.EquiBuzz.co.uk Coverage: National Contact: Kelly Jackson Email: info@equibuzz.co.uk Tel: +44 (0)1142 830832 / 07935 008420 Email: info@equibuzz.co.uk EquiBuzz offers a fresh approach to marketing for equestrian companies. After registering, users can edit the ‘News & Reviews’ page and choose from a range of promotions to be distributed via social channels, emails and equestrian websites, (Equine Compare, EquiPortal and more in 2013). EquiBuzz is guided by a simple philosophy, ‘Give users all the tools and features they want, unburdened by popups and ads, with instant access to promotions they want to see, when they choose to see them.’ Register for free from 1st November.

Horse IT Ltd www.HorseIT.com & www.Equibusiness.com Coverage: National Ad contact: Nikki Bloss Email: nikki@equibusiness.com Ad size: Various One of the longest established equestrian information websites with a dedicated usership of over 60,000 per month and an eNewsletter subscription of over 27,000. Incorporates the advanced online equestrian directory, equibusiness.com, providing free listings with website links. Ads are available as full online pages, banners, sponsor boxes, business listings, logos, eNewsletter inserts, competitions, giveaways, questionnaires, product promotions, new product free alert. Publishers of New title ‘Competition Stallions’. A dedicated guide of Graded and Approved competition stallions supporting British Breeding. Available online and in print.

Let’s Talk Horses www.letstalkhorses.co.uk Coverage: International Ad contact: advertising@letstalkhorses.co.uk Tel: +44 (0)1953 852936 Ad sizes available: Various Let’s Talk Horses, from Equestrian Business Monthly, is the online guide to everything equestrian. The Let’s Talk Horses directory covers the whole of the UK and includes listings for businesses across a variety of fields. Potential customers can search nationally or locally to find information. Adding your business is free, but for a minimum monthly cost an enhanced listing ensures the business stays ahead of the rest.

Premium Equestrian Magazine Published Monthly

Liven up your sales with Multi-platform Content ■ Quality Glossy Magazine ■ Digital Edition ■ Interactive Website (www.eqlife.co.uk) ■ Weekly EQ Life pages in the Eastern Daily Press and East Anglian Daily Times promoting EQ Life brand to 100,000 readers each month ■ EQ Life is more than just a regional equestrian publication – its content is fresh, unique and seriously readable ■ EQ Life covers all equestrian disciplines and provides real insight into the equestrian world as a whole ■ EQ Life is published monthly by Archant Anglia, the UK’s leading independent publisher for regional magazines. No other publisher or brand offers more within the equestrian market to target premium equestrian consumers

To breathe some life into your sales; Contact Allison Kemp on 01953 852946 or email advertising@eqlife.co.uk Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

Media Guide

Chiltern & Thames Rider

Equestrian Business Monthly

Publisher: CTR Media Editor: Susan Mitchell Advertising Manager: Janet Brown janetb@chilternrider.co.uk Tel: +44 (0)1582 748981 www.chilternrider.co.uk

Publisher: Equestrian Business Monthly Ltd Editor: Kirsty Whittle Advertising manager: Allison Kemp allison@ebmonthly.co.uk Tel +44 (0)1953 850678 www.ebmonthly.co.uk

Cover price £2.95 Coverage: Regional covering Herts, Beds, Bucks, Oxon, Berks, Northants, Middx, Cambs, Essex, London Circulation 8,000 Readership estimated at 24,000 per issue = 312,000 pa Distributed via news stands, equestrian retailers, subscriptions, trade stands and an E-magazine. CR runs four championship shows a year – Summer Showing and Show Jumping, Summer and Winter Dressage and Winter ShowJumping. In all there are 4000 paid-up members who take part in the championships each year. The first competition ran in 1997. The company also publishes the Equifest Catalogue, and a Business Directory each year.

Cover Price: Free Coverage: International Circulation Figure: 5,500 ABC Audited: No Size and format: A4 Online version available: Yes Equestrian Business Monthly is the leading independent publication for the UK and Ireland equestrian trade, direct mailing 5,500 copies free-of-charge every month and available to view online and download. The publication is mailed to key decision makers and buyers within retail outlets including pet and tack shops, country pursuit and clothing stores, online internet based retailers, country superstores and feed merchants, distributors, agents, wholesalers, equine veterinary practices, racing yards, major studs, societies, clubs, equestrian professionals and manufacturers.

EQ Life Magazine

Equi-Ads Ltd a young horse

ta uru

s bo

o ts

cl o tH

FEATURE

Hunting

in modern society VET CASE NOTES

Suspensory ligament injuries Norfolk physio Jo Spear in the hot seat

Learn how to bandage joints Nov 2012 £2.95

www.eqlife.co.uk

Publisher: Archant Editor: Vanessa Britton Advertising Manager: Allison Kemp allison@eqlife.co.uk Tel: +44 (0)1953 852946 www.eqlife.co.uk

Masterclass: Training

Plus this month... Winter feeding advice

Feeling festive? -Xmas Gifts

Pony Power

Publisher: Equi-Ads Editor: Mary Moore Advertising Manager: Liz Fincher Tel: +44 (0)1738 567700 Email: liz@equiads.net www.equiads.net

Price: £2.95 Readership (magazine): 22,500 Readership (All EQ Life Platforms) 100,000 Frequency: Monthly Distribution: East Anglia, through major supermarkets, leading retailers, newsagents and specialist equestrian outlets such as tack shops and feed stores. EQ Life Magazine is the best selling equestrian magazine in East Anglia and benefits from powerful reader engagement across multiple web and print platforms including weekly columns in leading Archant daily newspapers. Expert writers, top columnists and exclusive photographers ensure the content is always fresh, lively and above all independent, grabbing the reader’s attention from its glossy cover onwards. Directory each year.

Coverage Centre section National Cover price – Free Circulation 48,000 Size of publication - A4 Equi-Ads, now in its 18th year, is still providing advertisers with the best exposure to potential customers. Equi-Ads is well known for its in-depth and varied articles, provided by experts. Advertisement positioning is carefully planned to ensure maximum response. Equi-Ads will create the promotional package that best suits objectives and budget. This can include advertising, editorial, giveaways, product reviews; backed up by extensive website and social networking support. Distribution outlets are regularly monitored to minimize waste and maximize advertiser’s response.

Equestrian Life Magazine

Showing World

Publisher: Equestrian Life Ltd Editor: Louise Graham Advertising Manager: Zoe Molesworth Tel: ++ (0)1949 851555 Email: info@equestrianlifemagazine.co.uk www.equestrianlifemagazine.co.uk

Publisher: Robin Aldwood Publications Ltd Editor: Sandy Wooderson Advertising Manager: Tracy Robinson Tel: +44 (0)5601 301216 Email: tracy@showingworldonline.co.uk www.showingworldonline.co.uk

National coverage via two regional editions Cover price £2.70 Size of publication 100+ Equestrian Life Magazine is a glossy regional monthly with a circulation area from Cornwall to Scottish Borders. A popular consumer title, with two regional editions, Equestrian Life Magazine features latest news, product reviews, events and competitions, together with product and service profiles and rider features. Predominantly for the competition rider, Equestrian Life Magazine follows riders of all levels and ages from grass roots to international.

Cover price £3.50 where sold Coverage – National Circulation mailed free and direct to circa 15,000 members Size of publication A4 Showing World is mailed free and direct to members of the leading showing organisations across the UK, giving advertiser’s unrivalled access to this very vibrant and growing sector. Produced in A4 colour, six issues per annum, Showing World includes the latest showing news and reports along with news on products and services, sent direct to the door of top showing professionals, amateur competitors, studs and breeders. In addition it is available to read online and is distributed at UK shows.

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

PR - MaRketing – CReative Design

Realising Potential

Tel: 0780 372 8646 · claire@creativeequine.co.uk

www.creativeequinemarketing.co.uk

40% of your prospective customers may not be seeing your ad

viewers not reached by these magazines

21% BHS

22% Other

41%

Your Horse

55%

62%

Horse & Rider Horse & Hound

Percentage of H&C viewers reading these magazines

Our recent survey shows many Horse & Country TV viewers don’t read the leading horsey magazines. But, with 60% spending over £200 a month on their horses and 13% spending £800+, they’re a not to be missed target group for equestrian advertisers. H&C TV reaches 500,000 dedicated, high spending riders and horse owners every month who might not be seeing your ad. 30-second spots cost as little as £14. Turbo-charge your marketing plan. To find out more contact Mary Bisco on 01633 647951 or maryb@horseandcountry.tv

sky channel 280 horseandcountry.tv

LAUNCH IT PRODUCT

Winter warmer The ExoGlo clothing and equine range effortlessly combines design and functionality with the unique, internationally acclaimed, FabRoc heating element. Harnessing over 30 years of British development, FabRoc is powered by small rechargeable power packs and produces FIR (Far Infrared) energy – this energy manifests itself as heat. FabRoc has been independently tested and is proven to provide FIR energy that in addition to keeping wearers warm results in effective pain relief, decreased joint stiffness, reduced inflammation and accelerated recovery from soft tissue injuries. The FabRoc in the ExoGlo range is programmed to heat to a predetermined level, + or – 2 degrees, to create a uniform area of heat with no hotspots. Further to this to create their own micro climate the wearer can also control the temperature within the pre-set range, via the power pack or remote control, creating a cocoon of warmth to protect against the harshest of elements and weather. FabRoc has an inbuilt safety cut off; it is selfregulating exhibiting a positive temperature coefficient (PTC); which means it cannot overheat or produce hot spots and therefore will not burn.

ExoGlo: +44 (0)1698 746347 www.exo2.co.uk

www.exo2.co.uk

when

WINTER

WINDS

blow

make sure you stock

HEATED CLOTHING

Warm British winter guaranteed! Stock Europe’s leading heated equine and clothing range. All use our unique polymer heating system FabRoc®, and heat up with rechargeable power packs providing independently proven therapeutic heat.

For more information please contact Belstane 01335 372600 or email marketing@belstane.com

PRODUCT

Lithium Ion Technology The new Bravura cord/cordless trimmer from Wahl features Lithium Ion technology offering extended battery life of one hour 45 minutes clipping time and just 60 minutes charging time. This powerful unit features the popular ‘5 in 1’ Snap-On Taper blade for variable cutting lengths and requires no tensioning or alignment. Quiet, with minimal vibration, it is perfect for nervous horses and offers cordless or mains operation. The intelligent ‘Torque Control’ motor pushes additional power to the blades when resistance builds, enabling it to clip through most coat types and conditions. Weighing just 292g and measuring 18cm in length, this stylish design with rubberised grip is highly versatile and easy to use. Manufactured in Europe and designed in Germany, build quality and reliability are assured. Look out for limited promotional launch kits which include the inaudible Bravmini compact, rechargeable trimmer, perfect for ears, face and heels. Equine enthusiasts who want the best will demand the Bravura for all their trimming requirements. Bravura Lithium Ion Trimmer RRP: £139.99 inc Bravura Lithium Trimmer – Limited Promotional Kit – RRP: £149.99 inc. (Includes Bravmini rechargeable Trimmer RRP:£69.99)

Wahl: +44 (0)1227 744330 www.wahl.com Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

LAUNCH IT PRODUCT

Hot off the shelves Cush X Gold is a liquid version of the clinically-trialled and very successful CushX herb mix and was produced in response to requests from customers who had horses or ponies needing support for age-related issues, but who were receiving little or no hard feed. CushX Gold provides a fast-acting alternative which can be orally syringed. CushX Gold contains herbs, such as Vitex Agnus Castus, and is designed to help maintain a balanced endocrine system and to assist with issues such as coatshedding in affected animals. Insu-Lite has been specifically produced for ‘good doers’ who struggle to maintain normal healthy body-weight. Drawing on research undertaken on horses in the USA Hilary Self, medical herbalist at Hilton Herbs, has formulated Insu-Lite using herbs known for their ability to maintain normal levels of circulating hormones such as insulin, support normal healthy uptake of blood sugar by cells, and help control blood glucose levels. It is important that Insu-lite is used in conjunction with an appropriate diet and exercise regime. RRP from £24 for a 2kg refill bag of Insu-Lite and from £22.00 for a 1L bottle of Cush X Gold. RRP: £24.00

Hilton Herbs: +44 (0)1460 270701 tradesales@hiltonherbs.com

5 MINUTES WITH...

best foot forward This month we’ve taken five minutes to find out about Taurus Footwear and how the brand has developed into the giant that it is today. When was the company established? Taurus Footwear was established in 2006. In addition to the range of equestrian footwear, the company also stocks and sells a wide range of leathers from the new warehouse in Fakenham, following a recent company re-location to the beautiful Norfolk countryside.

Who by? The Taurus brand was originally created by Jonathan Groome with Sally Groome quickly becomming involved. Now the pair run the company together – sometimes roping in the kids too. It’s a real family run business.

How has it grown over time? The original Taurus designs were inherited with the intention of developing the brand into a wellrecognised and widely accepted range of boots for the equestrian market. The company continues to improve the range in terms of upgraded quality, content and designs and is always willing to learn and take advice from customers and manufacturers so all of the boots remain stylish, durable and comfortable.

Why has Taurus become such a loved brand? Taurus boots are designed to

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

appeal to riders and outdoor lovers wanting high quality, reliable and robust footwear. The company prides itself on its friendly and efficient customer service. 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. With rows of green boxes as far as the eye can see, Taurus holds great stock in the warehouse that ensures immediate availability of boots in order to meet customer needs. The company provides fast and efficient service with next day delivery available and no minimum order quantities.

What’s next for the company? The immediate focus is to continue to broaden the range and to strengthen brand awareness with active marketing and product promotion. Looking further ahead, Taurus plans to expand its range of products, so watch this space!

LET’S TALK PRODUCTS

Dust Whatbusting to stock

Volant Show Chaps

Volant Show Zip Paddock Boots

Sizes: More than five Colours: Black Materials: Calf leather RRP: £164.99

Sizes: 3-8.5 Colours: Black Materials: Calf leather RRP: £199.99

This chap is made with stretch mesh and an oiled leather inner calf panel providing exceptional grip and stability whilst in the saddle. Further details include a highSpanish cut topline, full-length back zip with a keeper. The stretch leather skirt over the instep makes it easy to fit the chap over the show zip paddock boot to complete the Riding system.

This paddock boot is made from premium European calf leather featuring an overlasted construction and leather lining. The traditional paddock height has been updated with a tighter topline combined with a dual stretch gore fir system. Further details include a black oxidized brass zip system as well as a spur cradle and a hard-wearing, slip resistant Duratread outsole.

401 Paddock Short Boot

Cleveland Neoprene Chaps

Dublin Daily Jodhpur Boots

Sizes: 36-46 Colours: Black Materials: Rubber, Leather RRP: £30.00

Sizes: XS-XL Colours: Brown, Black Materials: Neoprene RRP: £22.99

Sizes: Childs 8-3, adult 4-11 Colours: Black, brown Materials: Leather RRP: £29.99 - £39.99

Brogues along the boot, anti-slip grip sole, elasticated ankle sides, spur stud, semi secured tongue. The boots also have a front zip fastening, Treviso Half Chaps also available.

These chaps are ideal for the winter as they are water repellent will provide warmth. The chaps are also available in short leg.

The boots have a sweat control lining, which wicks away moisture, controlling perspiration and keeping feet dry and comfortable, an enhanced cushion layer ad padded heel cushion. The cupped heel and arch support reduces odour, while the insole creates a memory to custom shape the heel and arch to provide perfect support. The steel arch foundation secures the foundation of the boots to ensure they last.

for Successful Sales

Short boots & half chaps

eather is often the first choice material for these boots due to its smart appearance and hardwearing nature. Full grain leather tends to be the most expensive, as this material is considered to be the highest in quality. Usually made from cowhide, the processing of full grain leather is minimal, which prevents weakening of the product and produces a highly durable yet breathable boot. Nubuck leather is generally less expensive than full grain. Nubuck is a type of cowhide leather that has been sanded to produce a soft, velvety surface, and may be lighter than full grain. Synthetic materials such as polyurethane, polyester, neoprene or nylon are often used for more casual muckers and yard boots, and are sometimes finished with advanced performance coatings to add further benefits. Half chaps and gaiters offer protection for the leg and help to keep jodhpurs or breeches clean. Suede chaps are a cheaper alternative and while the materials is likely to become scratched, signs of wear will show sooner than with leather. Gaiters, which are made from leather and often higher in price, feature a zip down the back rather than the side as seen in a chap.

Brogini Limited

Ariat

Tuffa

Ariat

Weatherbeeta Limited

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

LET’S TALK PRODUCTS

Dublin Easy-Care Half Chaps

Dublin Intensity Gaiters

Sizes: Child S-L, adult ES-XL Colours: Four Materials: Synthetic suede RRP: £18.99-21.99

Sizes: XS-XL Colours: Black, dark brown Materials: Leather RRP: £99.99

The chaps are easy to care for, durable, machine washable synthetic suede half chaps, which include a secure top and bottom. The Elastic calf ensures a terrific fit and extra comfort.

Ideal for customers that want a sleek and elegant look, without compromising performance and protection. The Dublin Intensity Gaiter matches perfectly with the Intensity Boot and is designed with a stylish Spanish cut top line, textured pebble grain leather calf, which provides secure grip and control in the saddle, a rear zip and concealed pocket, perfect for small valuables or riding essentials.

Equus Stowe Half Chap 9801

Equus Suede Half Chap 9200

Equus Toeshield Boot 9831

Sizes: CXS-XXL Colours: Black, brown Materials: Synthetic RRP: £35.00

Sizes: CSX-XXL Colours: Black, brown Materials: Suede RRP: £35.00

Sizes: 35-46 Colours: Black, brown Materials: Rubber RRP: £60.00

The soft, grainy effect leather offers great style at an affordable price. The chaps fasten with a zip.

Made from a high quality suede with elastic P.U panels and a strong zip.

The Equus Toeshield combines safety with style. Made from waxed leather with a steel toecap (to EN344 standard), the boots have a sturdy sole and elasticated sides.

Weatherbeeta Ltd

The English Gaiter Company

Weatherbeeta Ltd

The English Gaiter Company

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

Dublin Intensity Zip Front Jodhpur Boots Weatherbeeta Ltd

Sizes: 4-8 Colours: Black, dark brown Materials: Leather RRP: £129.99 In a zip front style, the Dublin Intensity is a grain leather upper and has an industrial strength rubber sole. The outer sole with lateral and medial support cradles the foot to prevent rolling, while the positive stirrup traction on the sole ensures a close contact feel in the stirrup and multidirectional grip on the yard. The boots are easy to clean and come complete with aqua guard zips.

The English Gaiter Company

LET’S TALK PRODUCTS

Equus Yard Gaiter 9630

Liberty Freejumpsystem

Sizes: XS-XLM Colours: Black, brown Materials: Leather RRP: £51.00

Sizes: Shoes 4-10.5, chaps 12 sizes Colours: Black, coloured soles Materials: Rubber, leather RRP: Boots £198.00 chaps £158.00

The waxed leather gaiter has a reinforced calf panel and gathered panel for a great fit.

There are zippers on the top of the boots and front zippers on the chaps. The boots are waterproof and have thermal properties. The chaps are made from double skin glaced Veal Leather and have three optional freejump gripping stripes, while the boots have a Bi-injected sole, which is available in a variety of colours, a front waterproof YKK zip, double hook and loop fastenings for chap fitting.

Horze Amara Chaps w/Rib

Horze Back Zip Jodhpurs

Horze Front-Zip Jodhpurs

Sizes: XS-XXL Colours: Black Materials: Suede RRP: £21.60

Sizes: 36-42 Colours: Black, brown Materials: Leather RRP: £52.40

Sizes: 36-42 Colours: Black Materials: Leather RRP: £44.35

The Amara synthetic suede chaps feature elastic on the side and a hook and loop strap at the top. The chaps are machine washable at 40°C.

The jodhpur boot is made from a waxy nubuck. It has a rough anti-slip sole, zip at the back and leather lining with softly cushioned innersole.

The body protector has been designed to make fitting kids easy. Its lightweight materials and easy-to-use fastenings make it easy to put on and self-fasten. There are separate chest, waist and shoulder fastenings which provide much room for growth, while the flexible impact absorbing foam moulds to the shape of the rider.Tested to EN13158:2009 and BETA 2009 Level 3.

The English Gaiter Company

Finntack Ltd

Harry hall Princetown Hi-Rise

Belstane

Matchmakers International

Finntack Ltd

Sizes: 3-8 Colours: Brown, black Materials: Leather RRP: £59.99 The new Princetown jodhpur boots are a specially designed hi-rise ankle boot with short elasticated gusset. They feature a single directional grip outer sole and comfy gel insole. The Princetown boots are made from high quality leather with a zip back for comfort. They also feature an attractive brogueing feature on the toecap. It also features a specially designed sole unit with dual shock protection system and comfy gel insoles ensuring an amazing comfortable feel.

Finntack Ltd

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

LET’S TALK PRODUCTS

Horze Soft Leather Chaps Finntack Ltd

Sizes: XXS-XXL Colours: Dark brown, black Materials: Leather RRP: £44.70 These high quality chaps have a perfect fit. Made of soft leather with a brushed lining, the chaps have a fitted look. The back has a YKK zipper and a stretch panel to ensure movement and comfort.

Justtogs Close Fit Leather Half Chaps

Fieldhouse Riding Equipment Ltd Sizes: ES-XL Colours: Black Materials: Leather RRP: £49.00 The chaps are extremely comfortable and stylish and are made from full grain leather. A close fitting elastic insert at the rear adapts to the contour of the leg, making these half chaps feel like a second skin. Ideal for competition or every day use.

Horze Soft Leather Chaps w/Elastic

Justtogs Beaumont Zip Boot

Sizes: XXS-XXL Colours: Dark brown, black Materials: Leather RRP: £42.55

Sizes: 3-9 Colours: Black, brown Materials: Leather, rubber RRP: £59.00

These soft leather chaps have a wide elastic part at the sides to give an excellent fit. The auto-lock zippers keep the zipper firmly closed when riding.

An attractive Zip boot made from the finest quality leather by experts in equestrian Footwear manufacture. Suitable for every type of rider from happy hackers to serious competitors these boots feature the Comfort Support Insole (CSI) technology which offers maximum comfort and support to the rider. Also featuring an anti skid rubber sole.

Loveson Funnell Leather Gaiters

Loveson Funnell Paddock Boots

Sizes: XS-XL Colours: Black, brown Materials: Leather RRP: £47.95

Sizes: 3-10 Colours: Black and brown Materials: Leather RRP: £69.95

Designed to combine beautifully with the new Funnell Paddock Boots, these full grain leather gaiters are smart enough for use in competition. The gaiter zips up to the rear and has neat, full length elastication. There is a protective stud flap at the bottom of the zip. The gaiters are made from leather Analine with a full Amara lining.

The boots are made from full grain leather with broguing detail, with a nonslip PVC sole. Styled with a rounded toe, they are front zipped with a top popper for extra security with self-coloured elastic sides. Smart and durable they are ideal for every day wear or for competition. New for 2012 is a laced front boot with a zipped heel with a press stud top for easy access.

Finntack Ltd

Tagg Equestrian

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

Fieldhouse Riding Equipment Ltd

Tagg Equestrian

LET’S TALK PRODUCTS

Mark Todd Fleece Lined Jodhpur Boots Westgate EFI

Sizes: 37-45 Colours: Black, brown Materials: Waxed nubuck RRP: £64.50 Manufactured in waxed nubuck leather, these fleece lined jodhpur boots have a sturdy grip sole and are perfect for those long winter days spent on the yard.

Mountain Horse Eclipse Nubuck Horsemasters Distribution Sizes: 36-43 Colours: Brown Materials: Leather RRP: £93.50 This boot offers customers the perfect combination of a durable groom boot and the lace-up upper of a fashion boot. It looks great with jodhpurs, breeches or skinny jeans. There’s also the added advantage of a clever removable furtrimmed sock that will keep feet warm and snug whatever the temperature. The insock can be removed for washing.

Mark Todd Pro Half Chaps

Miss Tuffa’s Easy Peasy Pull On Half Chaps

Westgate EFI

Tuffa

Sizes: XS-XL Colours: Black, brown Materials: Leather RRP: £81.50 These leather half chaps are comfortable enough to wear all day on the yard, whilst being smart enough to use at shows and events. Featuring elasticated panels and a full length zip with stud tab, Mark Todd Competition Chaps come in a choice of five width fittings in short, standard and tall making it easier to achieve a snug fit for a classic and stylish look.

Mountain Horse Mountain Rider Classic

Sizes: XS-XL Colours: Black Materials: Lycra RRP: £14.99 The brand new pull on chap for children is beautifully packaged and will make an ideal Christmas present.

Mountain Horse Ranger Leggings Horsemasters Distribution

Horsemasters Distribution

Sizes: S-ML Colours: Black, brown Materials: Leather RRP: £86.50

Sizes: 36-46 Colours: Black, brown Materials: Leather RRP: £89.95 This old classics have become a firm favourite with consumers giving them a very wide customer base indeed – be they everyday riders, hardworking grooms, students or horse owners. The boots have a full grain leather upper and a distinctive checked lining. Mountain Rider Classic is a comfortable and practical all-round yard and riding boot that looks just as good with jeans.

These hardwearing quality leather leggings have elastic inserts along the whole shaft to offer added stretch where it is needed most. The sturdy YKK zip is protected by leather ‘walls’ to help prevent chaffing.

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

LET’S TALK PRODUCTS

Breckland men’s short boot Taurus Footwear

Suede Half Chaps Taurus Footwear

HUSKY BOOT Taurus Footwear Sizes: 4-8 Colours: Brown Materials: Leather RRP: £79.95

Sizes: 8-12 Colours: Tan Materials: Leather RRP: £59.95

Sizes: XS-XL Colours: Black, brown Materials: Suede RRP: £23.95

This is an elegantly styled men’s boot made in top quality leather, ideal for riding, or equally practical when driving or walking. Many customers wear these boots with jeans or trousers for a smart yet casual look. The leather lining, quality elasticated side panels and leather pull loop add to the quality and comfort of this attractive boot.

These half chaps offer great value for money and are made from good quality. There is rouched elastic over the foot and along the leg, beside the zip, for a close fit – these chaps will fit all calf sizes. Taurus Footwear offers retailers a range of beautiful, long and short leather boots for country pursuits, general riding and competition; all boots are engineered for performance and style.

Toggi Epsom

Toggi Ontario

Toggi Ottowa

Sizes: 36-46 Colours: Black, cedar brown Materials: Leather RRP: £69.50

Sizes: 3-12 Colours: Black Materials: Thermolite, EVA insole RRP: £39.79-41.95

Sizes: Child 11-3, adult 4-11 Colours: Black, brown Materials: Cemented resin, neolite RRP: £32.50-39.95

Stylish and comfortable, Toggi Epsom jodhpur boots feature full grain leather uppers with a double thick elasticated gusset for extra durability. Supporting the foot with an anatomic arch-moulded foot bed, these boots will cushion every step with their gel bag inserts and feature a breathable leather lining and rubber soles for that extra grip.

The Ontario Stable Boot from Toggi is lightweight, durable and water resistant. The Ontario features a Thermolite padded upper lining for cosy comfort and fur coated EVA insole for added warmth and comfort. Two simple hook and loop straps make the boot really easy to fit and remove, while its great value price and wide availability of sizes makes it a big hit around the yard this winter.

The classically styled Toggi Ottowa jodphur boot will leace blisters, rubbed heels and pinched a thing of the past. With its PU coated classic leather upper, cemented resin and neolite sole unit, the Ottowa boot has helped keep many, many feet very happy.

Finest Brands International

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

This is a uniquely-designed country boot and offers great value. The contoured rubber sole provides good grip, and is suitable for riding. Taurus Footwear offers retailers a range of beautiful, long and short leather boots for country pursuits, general riding and competition; all boots are engineered for performance and style.

Finest Brands International

LET’S TALK PRODUCTS

Toggi richmond

Toggi Wisconsin

Sizes: 36-43 Colours: Black, oak brown Materials: Leather RRP: £67.50

Sizes: XS-XL Colours: Black, brown Materials: Leather RRP: £45.00

These short boots from Toggi feature a leather upper and front zip up fastening for convenience and comfort. With high line styling and brogue detail on the toecap, these boots are lined with a Gel insock and feature the exclusive Toggi one-piece rubber sole unit.

The Wisconsin leather half chap from Toggi features elasticated panels for extra comfort and a really perfect fit. Ideal for everyday use, or smart enough for show, Toggi Wisconsin chaps offer excellent value for money.

Finest Brands International

Contacts

Finest Brands International Ariat Europe +44 (0)8456 003209

www.ariat-europe.com

Belstane Marketing tracey@belstane.com

Damien@freejumpsystem.com

Brogini sales@brogini.com www.brogini.com

Fieldhouse +44 (0)1922 638094

sales@fieldhouse.co.uk

Finest Brand International +44 (0)1132 707000 www.toggi.com

Finntack Limited +44 (0)7824 387643 www.horze.co.uk

Horsemasters Distribution +44 (0)1462 432596 www.mountainhorse.co.uk

Matchmakers International +44 (0)1274 711101 www.matchmakers.co.uk

Fjord Tuffa

Sizes: 4-10 Colours: Brown Materials: Nubuck leather, rubber RRP: £99.99 The Fjord boots have a waterproof membrane, which is a great asset when selling. Tuffa are finding this boot particularly popular among men.

Tagg Equestrian +44 (0)1636 636135

Spectrum Waterproof Riding Boot

www.taggequestrian.co.uk

Taurus Footwear +44 (0)1328 851432

www.taurusfootwear.co.uk

Woof Wear

The English Gaiter Co. +44 (0)1604 880605

Sizes: 37-43 Colours: Dark brown Materials: Leather RRP: £80.00

sales@english-gaiter.co.uk

Spectrum is the first true cross-over boot which has been designed for riding that also gives great grip when walking. The Spectrum Riding Boot incorporates advanced rider technology plus which features, smart traction, superior comfort, safety, stability, waterproof membrane.

Tuffa +44 (0)1953 880 914 www.tuffaboots.com

Weatherbeeta Limited +44 (0)1295 226900 sales@weatherbeeta.com

Westgate EFI +44 (0)1303 872277 www.wefi.co.uk

Woof Wear +44 (0)1208 265920 www.woofwear.com

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

ON THE MARKET PRODUCT

PRODUCT

Herbal Health

Winter warmers

Made from top quality oat and wheat straws, Mollichaff Herbal is dust-extracted, chopped and lightly mixed with a low sugar blend of molasses, using a special process that coats every part of the chaff evenly to make it very palatable. This also gives it an open texture, unlike heavily molassed chaffs which can be sticky and lumpy. By stimulating the production of saliva and slowing down the passage of food throughout the gut, Mollichaff Herbal can help to promote good digestion. Mollichaff Herbal contains limestone plus garlic and a balanced mix of mint, rosemary and golden rod herbs.

A new range of children’s pyjama sets is being added to the hugely popular Horses with Attitude Loungewear collection. The ladies loungewear has been so successful that the company has extended the range to include children’s sizes which will be “just in time for the Christmas market” according to Sarah Hall of HWA. Designs range from the ever-popular Alex Foster to Do not Disturb dreaming of horses and are available in a selection of colours. Made from 100% cotton brushed flannel. The children’s sizes are available in 6/8yr, 10/12yr and 14/16yr; and the adults S-XL.

HorseHage: +44 (0)1803 527257 www.horsehage.co.uk

Horse With Attitude: +44 (0)1274 852139 www.horseswithattitude.co.uk

PRODUCT

Good value

New shoes

The Pegasus Child’s eco pull on jodhpur is ideal for the fashion conscious younger rider and parents on a budget. The eco jodhpur offers super stretch, comfort and durability and is made from the same fabric as the best selling lines in the Pegasus collection. Unlike other jodhpurs in this price range, Pegasus has not sacrificed the quality of the fabric. Sizes start at age one so parents can get their children into equestrian fashion well in advance of actually riding. 95% cotton 5% Lycra. In pink or purple. Sizes age 1, 2-3,4-5,6-7,8-9. Retail price: £15.00.

The Holkham long boot by Taurus Footwear is a 100% waterproof country boot. It has a waxy leather upper with a drawstring top, contrast stitching and leatherwork, and a breathable Perlon lining with membrane, for cosy, dry feet. The sturdy rubber sole is non-slip, and perfect for riding and walking. This boot is one of the company’s ‘hero’ products, as it is comfortable, functional and fashionable. The boots have a straight cut, rather than the ‘Wellington boot’ shape sometimes seen in similar types of boot. Colour: Brown. Sizes: Adults 4-8. RRP: £179.95.

Pegasus: +44 (0)1213 554258 www.pegasus-info.co.uk

Taurus Footwear: +44 (0)1328 851432 www.taurusfootwear.co.uk

PRODUCT

By popular demand

Hard work made easy

The Equi-Chaps Hardy Chaps are back in stock. Made from tough water resistant fast drying 7mm Rotex, the chaps are designed to prevent leg injuries during turnout. They are ideal for use on all horses. Extending from below the knee or hock to over the hoof and heel area for extra protection, the tough fabric is extremely durable, offers superb protection from over reaches, knocks and grazes, is easy to clean and is extremely comfortable for the horse. Equilibrium recommends that the chaps should not be worn in excess of three to four hours a day. Sizes: extra small to extra large. RRP: £44.95.

Innovatively designed specifically for stable and yard application, the Shavings Fork has a solid reinforced shaft. The large fork provides superior handling performance, while the material can be easily transported with minimal wastage. The round edged polypropylene tines reduce the risk of damage to floor surfaces, will not puncture rubber matting and are less likely to cause trauma injuries to personnel or livestock. Ideal for use with fibrous materials and stable bedding.

Equilibrium Products: +44 (0)1442 879115 www.EquilibriumProducts.com

Harold Moore: +44 (0)1142 700513 www.haroldmoore.co.uk

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

sharp end At the

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

ne of the interesting things about being in regular contact with so many equestrian retailers – apart from getting a feel for the trade which helps with writing this column – is that often the same topics come up again and again. This was compounded this week by a comment made on Radio 4 by a commentator from ‘The Grocer’, which stated that Tesco’s recent poor results were a symptom of having cut stock and staff too much. Lower stock levels is an issue often discussed in these pages by suppliers and retailers, but staff levels less so. In recent weeks I have had many conversations with retailers of all sizes where short staffing is an issue. The problem with cutting

staff levels too much is that you reach a point where any wage savings made are offset by the lack of efficiency which results due to poor customer service and stock control. This then leads to reduced turnover. Put simply, either the stock is not ordered in time or staff and customers can’t find it because it’s in the wrong place and no customer wants to buy it because the merchandising is awful and there is no one to serve them anyway. This is often masked by the sales figures because it takes a while for the overworked staff to get behind and by the time anyone in authority realises it’s too far gone to quickly get back to efficiency. The biggest loss can be to staff

experts Ask the

EBM seeks out the answers to your questions

Deciding to sell your business is a big decision. Once you’ve confirmed that this is the right path, there are things that need to be taken into consideration. When you sell your business, you have legal responsibilities to the staff you employ. You must also finalise your business’ tax affairs. Staff – If you have anyone working for you, you must tell them when and why you’re selling the business and discuss redundancy terms or relocation packages, if necessary. You will also need to ensure that you are not in breach of the employees’ rights when a business changes ownership. VAT registration – If you’re registered for VAT, you may be able to transfer the VAT

registration number to the new owner.

morale. Confidence and a happy disposition are a couple of bedrocks of effective customer service and sales but they are the first casualties of an over worked sales team. An additional problem is that staffing levels tend to be worked out on the basis of how many staff do we need in relation to how many customers we need to serve, rather than take into account any sales supporting tasks. This is fine in theory as of course it’s serving customers that is the priority, right up to the point that you can’t sell to customers because either the stock is still boxed up in the stock room or worse still, it’s not there because no one had time to place the order.

of relief in total during your lifetime. However, you may not get Entrepreneurs’ Relief if HM Revenue & Customs (HMRC) decides that your business is mainly used for investment. In order to claim Entrepreneurs’ Relief you must own at least 5% of the shares in the business for a year and be a director, partner or employee of the business. Sole traders must have been trading for at least a year. To claim this relief, you can

This is a particular problem for retailers where the owner or manager does not work in the shop much or on large sites where the managing director neither spends any time in the shop or indeed has ever worked in one. When I used to interview staff for a high street retail chain I used to tell them to think of themselves as warehouse staff who sometimes served rather than sales assistants who sometimes did some stock. I used to show them the jam packed stock room and well merchandised displays and ask them how they supposed it all got there. Did they think the fairies did it over night while we slept?! Some bosses or owners need to ask themselves the same question if the efficiency and sales ability of their business is not to be terminally affected.

either do it through your Self Assessment tax return or by filling in Section A of the Entrepreneurs’ Relief factsheet. National Insurance – If you’re no longer going to be selfemployed, call HMRC’s National Insurance helpline to cancel your Class 2 National Insurance contributions. *Information courtesy of www.gov.uk

Tax return – You must send a Self Assessment tax return by the deadline. You’ll need to put the date you stopped trading on the return. Tax relief – You may have made a Capital Gain when selling your business (eg the money you get from the sale, or assets from the business that you keep). If this means you need to pay Capital Gains Tax, you may be able to reduce the amount by claiming Entrepreneurs’ Relief. This means that you only pay 10% Capital Gains Tax on any qualifying profits. There’s no limit to how many times you can claim Entrepreneurs’ Relief, and you can claim up to £10 million

If you’ve got a question that you want answering, let us know at:

editorial@ebmonthly.co.uk Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

RODENT CONTROL

Rodenticides – Confused.com?? Going back 20 or 30 years the range of baits available may have seemed a lot simpler – so why have things changed so much and which product is supposed to be used when? The technical team at PelGar International sheds some light.

he plethora of rodenticide formulations available in the market today is a sign of how rats and mice have evolved and adapted to modern life. Over the past two or three decades, widespread resistance has been seen to the first generation anticoagulants such as warfarin. This spread of resistance has resulted in the introduction of second generation rodenticides, each of which has an unique profile – see the table below. Bait concentration (PPM)

LD50* (g of bait) Brown Rat

LD50* (g of bait) House Mouse

LD50* (g of bait/ Kg) Dog

Difenacoum

9.0

0.4

1000

Bromadiolone

5.6

0.9

200

Brodifacoum

1.3

0.2

5.0

The figures for dogs are shown to give an indication of toxicity to non-target animals to help understand how lethal certain active ingredients can be. This is a general guide to the three most common anticoagulants used in the UK. It is clear to see from the lethal doses why the single-feed rodenticides, such as brodifacoum, are appealing to use, but it is also important to understand how dangerous they can be due to their high toxicity to non-targets. Difenacoum – Multi-feed, indoor and outdoor use by professionals and amateurs. Always the product of choice for mouse control and for rat control where there is concern about secondary poisoning, e.g. presence of birds of prey. Bromadiolone – Multi-feed, indoor and outdoor use by professionals and amateurs. The product of choice for general rat control. It is less than half as effective as difenacoum on mice. Brodifacoum – Single-feed, indoor use only, professional use only. Only for use indoors where other anticoagulants have failed to gain control. Up to 200 times more

toxic to non-target animals than difenacoum.

What to use when An understanding of the different actives helps us to appreciate why there are so many different products available. The following guide gives you the ins and outs of the various products available and which to use in different situations. Whole wheat bait – the staple for rat control in the country/rural environment. Rats naturally feed on cereals and as such a treated whole wheat bait is generally very effective. Whole wheat baits offer the most economical control for most rat infestations. Cut/chopped wheat bait – designed with mouse control in mind and also effective for rat control. Mice will kibble whole grain baits, peeling off the treated outer layer and only eating the inside, they will still die but it will take considerably longer to consume a lethal dose. Block bait – or more specifically wax block baits have grown in popularity over the last ten years. Though generally not as palatable as wheat baits they offer security as they can be wired or nailed in place or secured inside bait stations. Effective for both rat and

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

mouse control block baits, due to their wax content, are ideal for use in damp conditions.

are ideal for use in situations where multiple food sources are available or where rodents have declined to take other baits.

Pellet bait– good for use in situations where rodents have been feeding on a compound feed. Pellet baits are less popular in the UK but are very palatable and effective on both rats and mice. For use in dry locations only, pellet bait spoils quickly in damp situations. Pasta/paste bait – one of the newest products to be launched in the UK paste baits offer an extremely good alternative to wheat and blocks baits. Made from flour and fat (either vegetable oil or lard) paste baits are highly palatable and can be secured in place on wires or in bait stations. Paste baits

Tips for effective bait placement Once we know the best active ingredient and formulation to use there are a few good tips that can be followed for effective control. Rats: Identify burrows and feeding places, faeces are a good indication of where rats spend a lot of their time. Bait can be placed down burrows using a long spoon or bait sachets can be used. Bait stations should be located along the paths where rats travel and around the places where they feed. Rats are neophobic (wary of new objects etc.) and so it may take several days before they accept the bait. After 7-10 days any untouched bait points should be moved to areas of higher activity. Mice: Unlike rats, mice are very exploratory and inquisitive so will actively investigate new objects and

food in their environment. Bait should be placed where the highest levels of activity are seen – usually where you find the most faeces and near nests. A useful tip for mouse control is actually to move bait points when they are topped up as mice will see this as something new to investigate and feed from. In any rodent control campaign it is important to protect bait from non-target animals, check bait points and top them up regularly. Remember to search for and remove dead rodents and waste bait, and always keep a record. For further help and advice order free copies of PelGar’s ‘Six Steps to Successful Rodent Control’ along with its detailed staff training guide. Call 01420 80744 or e-mail info@pelgar.co.uk.

BUSINESS ADVICE

There’s no I in team

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

Alan Hunt from Sandstone discusses the importance of team building days and outlines the benefits for small businesses. What is team building as opposed to team bonding? There will always be a place for spending money on your people just for fun. We offer the traditional options, if you want them. Or you could just take them to the pub, the race track, a kart circuit etc. That’s bonding. If you want to increase their effectiveness long term, you need the session to have genuine parallels with what they do in the workplace as well as being fun. To be able to uncover better ways of working.

Do you think that more companies are organising teambuilding events than in the past? The crash of 2008 had two main impacts for team building events. Firstly, some organisations stopped running such events for a while and indeed it is only now that the volume of events is recovering to pre-crash levels. Secondly and more importantly, for those organisations that continued to run events there was a significant shift away from ‘pure fun’ events to those that had a definite developmental focus. Although the level of events is now recovering, the focus towards real team development remains.

How often do companies take part in these events? It varies considerably. Many have only an annual event while others run quarterly away days. It depends on how important those organisations view the opportunity to spend time away from the day-to-day pressures of work to focus on improving team performance.

“We see team building as something more than having a good time. For us, it’s about offering enjoyable activities that offer teams a real chance of improving” How does attending these events motivate workers? There is a very short term effect if (and they should!) the participants enjoy the session. If the event is to motivate them in the longer term, it needs to have been useful to them by way of helping them find ways to improve their lives as part of the team. That’s where the developmental focus comes in. We see team building as something more than having a good time. For us, it’s about offering enjoyable activities that offer teams a real chance of improving. Our options range from those that are obviously fun to those that people get so involved with that they forget that they are doing a team building activity. Both ends of the spectrum are equally available to small teams but it is more typical that they choose the more challenging ones. That is because they offer more in the way of team development as well as participant enjoyment, meaning the small teams get more from the money that they spend.

Choosing an activity Sometimes the size of the team can impact on the activity chosen. Smaller teams may require a different type of activity that does not require lots of man power. ‘Wild West’ is an option we often run for team sizes of six people and is more obvious fun. ‘Liberation’ is suited to group sizes from three people up, we often run for teams of four and is very much a team development option.

Established in 1992, Sandstone is a family-owned and family-run business that cares about quality and client satisfaction. The activities are developed and run by the company that is uniquely capable of mixing participant enjoyment with team, departmental and organisational improvement. The simulations mix enjoyment and challenge in equal measures, so individual and team learning is relevant and effective. +44 (0) 1158 715690 email@sandstone.co.uk www.sandstone.co.uk

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

STOCK TAKE

This month retailers reported that customers were all about winter provisions. Read on to find out why these products are flying off the shelf.

Robinsons Equestrian Brand: Robinsons Product: Requisite Classic 600 Std Neck Turnout RRP: £39.00

Sandons Saddlery & Country Clothing

£14.

£39.0

“

This product has been selling really well as it’s cheaper than other alternatives on the market and really works. It looks nice and is easy to display. It also comes with a dvd which can be played in shop and is available in 500ml and three smaller sizes.”

“

The rug is good value for money, a great fit and comes in a great range of colours. It is a very popular item, especially at this time of year. The only negative comment from a customer has been that it is a little large around the neck.”

Brand: Horseware Ireland Stocked for: One month

Thomas Irving Saddlery £13 John Egmore 0.00

“

We think they sell well because they are a really flexible boot with a comfy cosy fur lining. The brown seems to make them stand out from other wellies too. Generally as a brand, Le Chameau sells well all round. We rate them 10/10 for comfort, style, price and durability. I can see ladies with larger calves wanting a wider fit though!”

Brand: Le Chameau Product: Fouree Wellies

RRP: £130.00

Equestrian Business Monthly | Nov 2012 www.ebmonthly.co.uk

Brand: Giffords Recycling product: Cushion Bed Stocked for: A few years RRP: £5.10

“

Coming into winter these always become more popular as they’re much cheaper than other brands of shavings. The bag is slightly smaller than some and is approximately 19 or 20kg, however the shavings are dense and tend not to move around so much. They’re really absorbent and the customers have been really pleased with them.”

Product: Hypocare RRP: £14.95 (500ml)

£5.1

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

Equestrian Business Monthly speaks to those who have recently improved their online facilities to find out exactly how.

Naturally animals

EquestrianDiscount.com

Haygain

What’s new about it? The site was relaunched at the end of September and since then the company has listened to customer feedback and rather than having pages relating to individual therapies and products that people were not understanding, it now has sections of the site dedicated to horses, dogs, cats etc. It has also refined and defined its unique selling point.

What’s new about it? The site was launched in October; however, EquestrianDiscount.com (Ed) has been active on facebook and twitter for several months. The site is a new online equestrian store based in Ireland. Offering a range of equestrian products under its own Ed brand together with many other leading brands, Ed delivers to consumers worldwide.

What’s new about it? Out with the old and in with the new is just one key message on the brand new, information packed Haygain website. The website explains why soaking hay boosts bacteria growth by 1.5 times in just 10 minutes, however steaming kills 99% of bacteria in 50mins! Something that is important to customers given this year’s problematic winter forage.

How will the new site benefit the end user more so than before? It is easier to use and navigate around. It uses more species-specific information so that users can go straight to their specific area of interest.

How will the new site benefit the end user more so than before? The site focuses upon three core business elements – product, price and service. Ed’s own brand range of products are sourced direct from the factory, allowing them to be priced for exceptional value whilst also offering the quality and added features usually found only in high end brands. The site offers a 24-hour delivery service.

www.naturallyanimals.co.uk

Which areas have been developed? There is new species-specific information and product categories for different animals. The A to Z of common conditions and natural products will also be beneficial. SECRET SURFER: The site is basic in design but satisfactory. The tabs are clearly displayed along the top, allowing users to quickly locate their required area. The use of white and green is striking, yet not distracting. Although not instantly visible, the page features a blog and newsletter, as well as relevant articles.

www.equestriandiscount.com

Which areas have been developed? The site has been created using the latest online technology. The site is built upon a navigation structure that makes it extremely easy for the consumer to find what they are looking for, although a responsive search function is proving popular. Customers can see product images, delivery costs, returns procedures and sizing information.

www.haygain.com

How will the new site benefit the end user more so than before? The new website is easy to navigate and is packed full of everything horse owners need to know about steaming hay and haylage. Which areas have been developed? The user-friendly website explains the science behind steaming hay and haylage as well as provides product specifications and the latest news. SECRET SURFER: The site oozes quality in the design and subtle colour scheme. The rotating images do so at an acceptable pace and do not distract or irritate the user. Products are displayed on the home page along with a news feed which is updated regularly. The ‘customer testimonial’ at the bottom of the page is a welcome addition.

SECRET SURFER: The site is easy to navigate around and social media icons are displayed on the home page. Payment options are visible as are offer prices.

Nov 2012 | Equestrian Business Monthly www.ebmonthly.co.uk

SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122

Dodson and Horrell +44 (0)1832 737300

www.abbeydiagnostics.co.uk a

www.dodsonandhorrell.com a

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343

www.abbeysaddlery.co.uk a

Acorn Developments +44 (0)1432 276600

www.acorndev.co.uk a

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

Animal Health Company Tel - 01787 476400

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

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

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

Eazitools Equestrian +44 (0)1302 746077

www.eazitools.co.uk www.equinehealthandherbal.co.uk a a eGlove

Arden Wood Shavings +44 (0)1675 443 888

+44 (0) 1491 280089 www.eglove.co.uk

www.ardenwoodshavings.co.uk Emvelo +44 (0)1494 875848 Aubiose www.emvelo.co.uk +44 (0)7739 165083 a www.aubiose.co.uk EQ Life Magazine a +44 (0)1953 852946 B2B ww.eqlife.co.uk +44 (0)870 7510605 www.btoblinks.net a

B Jenkinson & Sons Ltd +44 (0)1924 454681 www.elico.co.uk a

Baileys Horse Feeds +44 (0)1371 850247 wwwbaileyshorsefeeds.co.uk a

Barnsby +44 (0) 1922 621676 www.barnsby.com a

Black Country Saddles +44 (0)1543 578 243 www. dles.com a

Bolla Bags +44 (0)8456 430777 www.bollabags.com a

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

British Horse Feeds +44 (0)1765 680300

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