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EQUESTRIAN

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SEPTEMBER 2014 Issue 148

Bedding Clipping Worming Page 28

wINTER RUgS

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INSIDE THIS ISSUE 4 nEwS

18 worming

Fighting the resistance

23 KEn’S Column Changes to consumer rights legislation

24 Hi-Viz AnD SAfEty

Bold and bright on the roads

9 BEDDing

26 on tHE mArKEt Pick of the products

Dust, dirt and biodegradability

28 lEt’S tAlK ProDuCtS

14 CliPPErS

Winter rugs

Sales and maintenance tips

32 BuSinESS ADViCE The rise of social media

16 CASE StuDy

34 SuPPliErS DirECtory

EQUESTRIAN

BUSINESS Editor: Vanessa Britton editorial@ebmonthly.co.uk

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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.

On the cover

Weatherbeeta Original 1200D Combo Heavy

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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UK NEWS

FORWARD FEATURES October

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

● Winter feed ● Christmas stocking ● Stable and yard

essentials, including storage and pest control ● Business matters ● Let’s talk products: winter jackets

Cutting-edge facilities for Lister Shearing

L

November ● Winter ailments ● Licks, treats and toys ● Business matters ● Let’s talk products:

short boots

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

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

ister Shearing, specialist manufacturer of animal shears and clippers, has relocated its workforce to modern facilities in Stroud. The aim is to enhance production efficiencies and accommodate future growth.

Innovation has been central to the firm’s ethos since it pioneered electric sheep shearing equipment in the early 20th Century. Over the past four years, the business has accelerated: turnover has doubled and staff numbers have increased at a similar pace.

Today Lister Shearing exports precision-engineered shears and clippers to more than 60 countries, and is undertaking an assertive drive to become the sector’s world-leader.

“Lister Shearing had been at its former premises in Dursley for more than 100 years,” says Mark Grant, managing director.

“Uprooting the factory was a big decision, and it marked the end of an era for many of us. But it also represents the start of an exciting new chapter for the business, and the team is energised and invigorated by the change. We are a progressive, innovative firm and

it is vital that our facilities reflect that. Our new home is gearedup to take the business forward boldly. What’s more, the Stroud district is renowned for high-end manufacture, and in time we expect to draw on the local talent pool.”

Lister Shearing is currently exploring opportunities for growth all over the world. Mayor of London, Boris Johnson, visited the firm during its move from Dursley to Stroud. He sheared a sheep under the expert tuition of world champion shearer David Fagan before saying: “The incredible thing about this place is that they are more than 100 years old but are going places fast.

They are confirming that Britain can be and is a world-beater in manufacturing.”

The high quality of Lister Shearing’s products is underlined by the fact that it has held a Royal Warrant for its equestrian products since 1950. The firm is well-established as a leading expert in this field and has strong relationships with prominent stables such as Badminton, which trials new equipment.

New senior nutritionist at TopSpec

August 2014

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body RS pRoTEcTo ANd AIRS ET ck jA for The horSe equipmenT S SupplemenT SeaSonal rapy Talking The

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s & suppliers

Bringing buyer

Issue 147

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he latest recruit to the team of expert nutritional advisors at TopSpec is Louise Jones, who joins the company as a senior nutritionist.

Louise is one of only a handful of registered equine nutritionists in the UK and holds both a BSc and MSc in Equine Science.

Louise worked as a nutritionist at Dodson and Horrell for almost 12 years before joining TopSpec in August. She has worked extensively with professional riders and breeders both in the UK and abroad, providing nutritional advice on all aspects of feeding horses.

EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

Louise Jones

Baleno launches in the UK A

new fashion brand called Baleno has hit the UK equestrian scene, presenting an enviable collection of country clothing for men and women. The company is building its UK team to full strength in readiness for the new Autumn/Winter 2014 collection.

With a 40 year history across Europe, Baleno is offering high street margins, compelling RRPs and a full stock service. Enjoying the heritage of Sioen, a major international company with a reportedly unmatched capability in technical fabrics, Baleno has the unique advantage of 32 privately owned and controlled manufacturing units, some as close as Ireland and Belgium.

Baleno has appointed UK agents with a track record in taking brands from launch to household names: Ken Taylor (Ireland), Miller Gourley (Scotland) and Trevor Dolman (Midlands) join Charlie Shearman (London and South East of England), Chris Learmonth (South West) and Tony Newnham (Northern England). Carpe Diem Consultancy, headed by Tracey Morley Jewkes, has been appointed as the UK PR and Marketing lead to assist with the launch.

The latest Baleno catalogue ‘Lifestyle 2014-2015’ can be found at www.baleno.be. For agent contact details and enquiries contact info@baleno.be

JACK MURPHY

SPRING SUMMER 2015 COLLECTION

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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UK NEWS

D&H launches nutritional referral service

W

Dengie Retailers at Liphook

Education day with Dengie A

Dengie retailer training day at Liphook Equine Hospital, in Hampshire, has been declared a resounding success by more than 20 key stockists from the South and South East who attended. The initiative, led by practice partner Professor Andy Durham and his team of veterinary surgeons in conjunction with Dengie, was designed to promote the benefits of fibre.

The day included fact-filled presentations on equine gastric ulcers and colic by Professor Durham, and the importance of fibre feed by Dengie technical and

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product development manager Katie Williams. Retailers also watched a gastroscopy and inspected a dissected stomach, and were given a guided tour of the hospital’s state-of-the-art facilities.

The day at Liphook was attended

by Dengie area sales managers and staff from eight retailers: Farm and Country Supplies, Alton, Hampshire; Botley Mills, Botley, near Southampton; Dene Country Stores, Liphook, Hampshire; Paddock Pantry, Sturminster Newton, Dorset; HG Hayter and Sons, Wimborne, Dorset; Bodle

EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

Bros, Burgess Hill, West Sussex; Ifield Park, Crawley, West Sussex; and SPR Centre, Eastergate, near Chichester, West Sussex.

Diane Winter, of Botley Mills, said: “I am so glad that I came along. It has been fascinating to find out more about ulcers – and to hear Professor Durham. What an education we have had! The day has been a great opportunity to really build a relationship with Dengie. We always knew that the brand’s feeds were good – and now we feel even more confident recommending them to our customers.”

ith over 75 years’ experience, Dodson & Horrell is proud to work with many leading animal nutritionists and vets. With the launch of a new nutritional referral service, this expertise will be made freely available to vets and retailers via a dedicated advice line and email service.

The nutritional referral service is designed to provide support and expertise to veterinary surgeons, working in both large and small animal practice. Dodson & Horrell appreciates that nutrition is an integral part of the management of both medical and surgical cases, but with a wide range of products on the market it is not always apparent which feed is most suitable. As a practising veterinary surgeon specialising in nutrition, the Dodson & Horrell vet Chloe Bristow MRCVS is able to provide expert advice on the nutritional management of veterinary patients. For emergencies, the referral service will also be available outside of office hours and at weekends.

Stockists and retailers will be also able to contact the Dodson & Horrell vet and nutritionists directly, who will be able to answer any nutritional queries, give dietary recommendations and advise on product suitability.

This will help retailers to give the customer an immediate answer and product recommendation in store.

The Dodson & Horrell Nutritional Referral Service +44 (0)845 1204420.

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UK NEWS

Top farriery award for Varini H

osted by the British Farriers and Blacksmiths Association, the European Farriery Championship and Convention was held in the International Arena at Myerscough College, Lancashire, over the extremely sunny weekend of July 25-27.

This was the eighth year for the Championships with representatives from 16 countries contesting a series of classes, intended to test forging and shoeing skills for accuracy and ability within strict time frames.

This year’s Championships were judged by two highly regarded judges, Aksel Vibe (Norway) and Vincent Lamaille (Belgium).

David Varini (Scotland), Steven Beane (England), Edward O’Shaughnessy (Ireland), Paul Robinson (Ireland) and Rodney Ross (Ireland) all qualified for the ‘Top Ten’ shoeing round – to trim, forge and fit shoes for two front feet – on Sunday morning. Following a tense wait, David, Steven and Edward were confirmed to compete in the final shoeing round (to shoe two hind feet) alongside Christian Albergne and Mathieu Delcroix of France. With both of the judges noting an “exceptional standard of work” the final marks showed a margin of less than two points separating Champion and

Nominations open for the 2015 Veterinary Awards

Cash prize for display competition H

P

etplan and its specialist equine sister-brand Petplan Equine, have announced that nominations will open for the much awaited Petplan Veterinary Awards on September 1.

Returning for a 15th year, the Awards recognise members of the veterinary community who have gone ‘above and beyond’ in their daily roles. Petplan is inviting pet and horse owners across the UK to nominate members of their veterinary practices who they feel are deserving of one of these coveted Awards.

Visit www.petplanequine. co.uk/vetawards.

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orseHage has launched a retail display competition with a prize pot of £500.

The company is looking for innovative and eye-catching retail sales displays to promote its high quality bagged forage to consumers this autumn. It can be

Reserve. David Varini, winner of the European Championships in Bordeaux in 2010, had secured his second European title over Yorkshire farrier Steven Beane – current National and World Champion. Irish farrier Edward O’Shaughnessy who lives and works in Newmarket was third with Mathieu and Christian completing in fourth and fifth respectively. Absolutely delighted with claiming the European title once more, David expressed his delight at winning, thanked the sponsors and the organisers for such a “professionally run event in a superb arena.”

either a window display or an instore showcase.

To enter, just take up to three photographs of your HorseHage display and email them along with your name, business address, telephone number and the dates your display will be running

David Varini shoeing.

Photo by: Steve Cave Photography

from and until, to competitions@ foxfeeds.com Entries need to be in by midnight on October 31 2014 and displays need to be on show for a minimum of two weeks.

The winning entry will receive a cheque for £500.

Combat saddle problems

T

he Saddle Research Trust (SRT) has launched a new referral scheme to help riders tackle saddle-related problems.

The new scheme, which will be highlighted at the Saddle Research Trust International Conference, to be held in Cambridge this November, gives riders access to the expertise and advice of a world-leading authority at a

EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

manageable cost. The new referral scheme, which is exclusive to SRT Members and Friends, aims to help owners resolve their saddle-related problems. Potential cases can be submitted to the SRT for an initial assessment and if deemed suitable will be passed, with the permission of the owner’s usual vet, to the SRT’s veterinary advisor Dr Sue

Dyson at the Animal Health Trust, Newmarket, for a full assessment at a fixed cost of £335 plus VAT. Dr Dyson says: “The SRT has taken a valuable step forward in raising standards of welfare and practice in the industry with this important referral scheme and I am pleased to support it.”

To find out more visit www. saddleresearchtrust.com

Bedding

DUST, DIRT

and biodegradability

Before deciding on a type of bedding, customers should pause to consider what it is they need from their horse’s bedding, and retailers should be able to provide pointers to help them make up their minds. dust levels The health of the horse is the fundamental consideration and most owners aim to provide a low dust environment for their stabled horse. The dust level of bedding is therefore the sort of information that retailers and distributors need to be fully aware of. David Thompson from PelletBeds says: “Low dust bedding is critical for equine health. It is also important to consider the dust generated as the bedding breaks down and the spoilt bedding is removed.”

Alistair McGlynn, sales director for Verdo Horse Bedding, agrees that the issue of dust in bedding is of huge importance: “Our sales team are getting more and more new customers approach us with horses affected by dust allergies and COPD or breathing issues.” Although the majority of horses do not have a specific breathing condition, all horses benefit from as little dust as possible in their environment, as well as the owners or staff managing the horse’s stable. Lisa Cooper-Tomlinson, owner of Nedz Bed, explains more about how dust affects the horse: “The last thing horse owners want is for the inhalation of dust to affect the horse’s ability to perform

in comfort. The equine’s ability to respire literally dictates how much oxygen can be inhaled and in turn how much energy can be produced, as oxygen fuels the functioning of the muscular system. As the horse’s ability to succeed and enjoy ridden work is directly linked to their respiratory system, minimising their exposure to respiratory irritants, such as dust, is a crucial part of equine management. Inhaling dust and mould spores can lead to inflammation of the airways, reduced air space and irritation of the cells.”

To fulfil this need for low dust or dust-free bedding, a huge variety of products are available. Shavings that have been specifically designed and manufactured as horse bedding (as opposed to the by-product of the milling industry) is often very low dust; pellet bedding, made from wood or straw, is growing in popularity and provides a low dust option and bedding such as hemp is also very low in dust.

Plus of course rubber matting provides the ultimate dust free environment. To help customers decide which low dust bedding is best, therefore, all the wider considerations must be taken into account too.

feet first Respiratory issues are not the only health concerns linked to bedding: “There are several other important aspects of equine health and welfare that bedding can affect, including hoof care, rest, joint damage and ammonia damage,” says Tim Smalley from Bedmax.

“There appears to be two problems with hooves that bedding can affect. Firstly, horses coming out of a wet paddock into a stable with very dry and/or absorbent bedding risk the hooves drying out rapidly and cracking. Secondly, horses standing in bedding that retains ammonia at the surface can suffer potentially serious hoof damage or disease.” The impact of bedding materials on hooves is definitely less obvious but is a factor that many customers should think about, particularly if their horse’s hooves are in poor condition or they are prone to laminitis. Tim says: “There are some key factors for hoof care: Support – a good bedding must provide the right support under the hoof and especially under the frog. This is particularly important for horses with hoof problems and especially laminitis.

Stability – the best bedding provides level, consistent support

between maintenance, mucking out and topping up.

Size – the size of the bedding particles is critical to hoof maintenance. Particle size affects the quality and durability of the bed’s performance in terms of stability, compaction, absorbance, support, resilience and durability.

Moisture levels – too damp and the bedding will contribute to soft hoof walls and associated problems. Too dry, and the bedding will absorb moisture from the hoof creating dry, brittle and cracking hooves.

Absorbency – many beddings stress the value of their capacity to absorb urine, however bedding that absorbs urine at the surface may contribute to hoof problems caused by long-term contact with ammonia and other urine-derived bacteria and fungi.

“You don’t want absorbency through the whole bed, you want the absorbency to be at the bottom of the bed. So Bedmax is a mix of large and small flakes. The large shavings give resilient support under the hoof and frog and allow urine to drain down from the surface away from hooves to be absorbed at the bottom of the bed. You do need some fine shavings for the bedding as these are the ones at the bottom which

Flax, hemp and rape Flax, hemp and rape bedding are a hugely popular choice on the continent and Fergus Byrne from GB Animal Bedding explains why.

“The hemp and flax beddings are used more by our neighbours in Europe and Scandinavia because they are so absorbent and eliminate more urine smells than conventional bedding. Flax is the leading form of bedding in Germany.

“The flax and hemp bedding is the fastest to rot down and makes a great compost. It is fantastic for either deep litter or on rubber mats and it can be spread in the paddocks, flower beds or on the vegetable patch. It is a remarkable eco-biodegradable product that offers value for money and is capable of absorbing far more moisture than straw or wood shavings.”

September 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Bedding will absorb the urine, and trap the ammonia.”

absorbency The whole point of bedding material in a stable is to ensure that the horse doesn’t have to stand or lay in its own waste, so absorbency is an important factor.

David Thompson says: “High absorbency is very important in any bedding as the horse should have a dry, comfortable and insulating bed. The speed of absorbency will ensure the odours are absorbed and locked away quickly.” Pellet bedding works slightly differently to other types of bedding as it needs to be prepared correctly in order to make the most of the material.

Ensure you know how each pellet bedding needs to be prepared and handled and direct customers to the instructions on the bag or website. Once correctly prepared, pellet bedding is very absorbent, making an excellent equine bed.

David says: “The recognised scientific test for water absorbency is the Westinghouse Test. We have shown that our straw pellets offer over double the absorbency of shavings and our miscanthus pellets over three times. Our PelletBeds also contain a Defra approved long lasting equine disinfectant ‘Protek’ which will further reduce odours by killing the bacteria that create the unpleasant odours.”

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As absorbency can actually be scientifically tested, it is easy to promote this aspect of a bedding material. Alistair McGlynn from Verdo Horse Bedding says: “Our bedding has been independently tested by SATRA in its activated stage. We know it can activate up to three times its own weight in liquid and due to its natural content it also helps to eliminate ammonia. From a retailer’s point of view, they have an independent report, which they can use confidently when selling our bedding to customers.”

cost considerations As with anything in life, you get what you pay for and when it comes to bedding customers may find that a higher outlay on a top quality bedding to begin with reduces costs overall, as it can be easier to manage, requires less topping up and save time and effort. Lisa Cooper-Tomlinson from Nedz Bed says: “The quality of the raw material, the dust extraction process and absorbency are all key factors and justify a higher price per bale. Looking at the bigger picture and considering how many bales a customer will use over a longer period of time may well produce surprising results. In addition, some bedding products are treated with additional extras to offer more benefits, such as anti-bacterial, anti-fungal and antiseptic properties.”

converting the old school Some people love straw and prefer the warm and comfortable bed it provides, but there’s no denying it is hard work to manage. The trade provides some tips to convert straw users to alternative bedding materials.

Alistair McGlynn, sales director, Verdo Horse Bedding: “Our bedding requires minimal storage due to compact 15kg bags, forms a lovely dense bed which offers insulation, protection for joints, a non slip bed, is quick and easy to muck out, minimises wet patches (virtually eradicating ammonia smells) and is cost effective, low dust and heat treated for a more hygienic environment. What else could a customer want from a bedding?”

David Thompson, PelletBeds: “Moving to our straw or miscanthus pellets is an easy transition from straw, as fundamentally it is the same product and can be disposed of in the same way. They can continue to use a layer of straw on top of the pellets, while the pellets do all the absorbency and controlling odours but the stable have the same look.”

Lisa Cooper-Tomlinson, Nedz Bed: “There are many products, such as chopped wheat straw bedding products, which retain the traditional benefits but with an advance in technology they can now offer additional extras. Mucking out is an essential part of equestrian management but if a customer can save time and effort and have more time to ride and enjoy their equines then that can only be a positive.”

Lynne White, Plevin: “A horse stabled on straw uses on average three bales a week to keep the bed topped up. Due to low absorbency rates of straw, a lot of waste is generated which is not only laborious to muck out, but leads to a large muck heap which can be troublesome to dispose of. Straw beds are often smelly too due to increased ammonia levels and will contain high levels of dust which can pose health problems in horses.

“Straw costs approximately £3 a bale which, with regular top up, costs around £9 a week to maintain. Due to the absorbency rates of wood shavings, a horse stabled on a wood shavings bed will only require one bale top up per week. A bale of quality wood shavings retails for around £7-£8 per bale which means that it is actually cheaper to bed a horse on shaving with the advantages of less waste and less dust, creating a healthier environment for the horse.”

Equestrian Business Monthly | September 2014 www.ebmonthly.co.uk

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By Appointment to Her Majesty The Queen Manufacturer of Horse Bedding Bedmax Limited Northumberland

DUS T FRE E PI NE SH AV IN G S

Supporting YOUR business As horse owners start to think about buying their bedding for the coming autumn and winter, we want to be sure all our retailers have everything you need to meet the growing demand for BEDMAX shavings.

How can we help you?

manager to contact you.

B

Ask your regional BEDMAX sales

A

R

DE

IN

• Talk to our sales team

M

Make sure you’re ready for the rush.

N

• Order early

ITAI

CALL: 01668 213467

• Make sure you’re on our website Check or add your details on our Find a Supplier customer postcode search facility.

• Get your free BEDMAX PoS materials You can order leaflets, banners, posters and more online.

• Sign up for our Retailer e-news mailer Keep up to date with our customer communications.

• Connect with our communities Follow us on

and Like us on

FIND OUT MORE AT:

bedmaxshavings.com/ retailer-support

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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Bedding Within each type of bedding there are ‘budget’ as well as higher priced brands and Alistair McGlynn says that wood pellet prices can vary hugely, “but the cheaper end of the market tends to be reflected by the quality of the raw material, how it’s manufactured and as a consequence they don’t tend to last as long and also can grind down to dust quickly, which combined with the apparent growth in respiratory issues isn’t condusive to saving money or healthy horses!” David Thompson adds a note of caution when considering cost: “High prices are not necessarily a sign of high quality – shavings prices are rising as virgin wood is in demand for burning and the UK only has 12% forestry cover as opposed to 35% on average in Europe.”

There is also a wide range of quality and pricing in the shavings market but Lynne White from Plevin says: “Bedding such as wood shavings can be perceived to be more expensive but often prove more cost effective over time than their cheaper counterparts.

Premium bedding tends to have lower dust levels due to the state of the art extraction levels incorporated during the manufacturing process.

“Although slightly more expensive to purchase, a quality bedding product can offer an overall cost saving in comparison to some cheaper products due to the high absorbency rates. Because less waste is taken out during the mucking out process, the number of top up bales needed each week works out less than the cheaper product.”

biodegradeabiliitiy Getting rid of bedding can also bring its own costs and inconvenience and again each

Bedmax bedding

bedding type requires different techniques. Bedmax has completed some compost trials and detail on the company’s web site explain the most effective way to compost used Bedmax.

Thanks to tighter controls on disposal of waste, bedding disposal must be factored into the customer’s decision as David Thompson points out: “The bio-degradability of bedding is getting more important as local authorities monitor disposal techniques and farmers consider the impact of wood disposal on their land. As pellet bedding generates much less waste (as less bedding is removed during mucking out) and our PelletBeds compost very quickly, they ensure disposal costs are kept to a minimum.” Pellet bedding does tend to rot down faster than most other types of bedding and is becoming a more popular choice. Alistair McGlynn says: “A lot of our customers consider biodegradability when looking to convert yards to new bedding, due to increasing costs. Verdo is made from natural virgin softwood which will biodegrade in approximately eight months.

Forking out Verdo Horse Bedding

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EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

It has also been signed off by the soil association so that it can be spread on organic land – which again appeals to many customers with an eco conscience.”

display Due to its bulky size and weight bedding is often just stacked in a warehouse or relegated to a barn, but display is still an important part of bedding sales.

Take a walk around any large consumer shopping village at an equestrian event and you will see bedding companies with trays and buckets of loose bedding on display, and many people will run their fingers through it. Although horses don’t particularly care how delicately soft bedding is, the people who have to muck out the bedding and handle it can be easily swayed. Bedding that smells fresh and clean thanks to either a light coating of essential oils or the smell of the wood, straw or hemp, can be a powerful selling point. Lisa Cooper says: “We find that customers like to feel and touch bedding so having some small sample bags may be a good way to encourage customers to purchase. In addition, if it is possible to display an open bale inside the store this also works well as prospective customers can not only feel the product but also see how much bulk and volume is in the bales.”

Of course alongside displaying product samples, good use of point of sale is key. Lynne White advises: “Don’t be afraid to ask your bedding manufacturer or suppliers for support in promoting and advertising their products. Product banners, point of sale materials, posters and even window stickers can all raise awareness of the products that are available.”

rUbber matting Rubber matting is still popular for horse owners and retailers can get involved by stocking kits to allow customers to fit it themselves, or by providing information on companies that can supply and fit the mats. Key to the life and effectiveness of rubber matting is quality fitting and suitable care – the fitting may require an expert to ensure the mats fit snugly. The care part involves customers regularly lifting the mats to clean and disinfect underneath. Retailers can stock cleaning products that can help with this.

Although the rubber mats, available in sections that fit together in the stable, are probably most common, a type of sealed rubber flooring is also a good option. Flexscreed from Quattro Products Ltd has been developed to provide very strong rubber surfaces and can be laid as a fully impervious, flexible, comfortable rubber screed, preventing ingress of moisture, bacteria and odours associated with loose lay mats. The products are available in kit form or can be fully installed by Quattro’s own staff or trained licensed fitters.

Flexscreed rubber flooring

Bedding PRODUCT

PRODUCT

Cushioning and support

Surefoot mats

BEDMAX is a large flake purpose made shaving. Made primarily of British Pine, it is 100% natural with no preservatives and is not a by product of any other process. The flakes are designed to produce a deeper more aerated bed and are made in strictly controlled conditions to ensure the same high quality in every 20 kg bag.

BEDMAX provides a healthy stable environment by: maximising cushioning for joints and hooves, ensuring a 100% natural bedding material, minimising moisture that can damage hooves and maximising resilience for comfort and support.

Earlswood Supplies Ltd is a family owned business committed to supplying high quality products accompanied by unbeatable, personal customer care.

The company supplies a large range of stable and tack room equipment and offers a range of brands, including three well established own-brands; Saddlers, Carrimore and Surefoot. The Surefoot Rubber matting range is renowned for its superior quality and competitive prices. Large stockholding allows a rapid response to all orders placed with next day delivery available.

www.bedmax.co.uk

www.earlswoodsupplies.com

PRODUCT

PRODUCT

Excellence in equine bedding

Natural pellet bedding

Nedz Pro bedding provides a hygienic, virtually dust-free, nontoxic environment for horses. Made from chopped and treated high quality rape straw, Nedz Pro is comfortable, absorbent and cost effective.

The high absorbency of Nedz Pro reduces the risk of harmful ammonia, while dust, mould and spores are removed via the state of the art dust extraction process during manufacture. Before baling, Nedz Pro is coated with a bitter tasting formula containing Manuka, Cade Oil, Aloe Vera and Silver to provide a hygienic anti-bacterial and anti-fungal treatment to further boost respiratory support.

PelletBeds manufactures a unique range of equine pellet bedding made from natural straw and miscanthus. The pellets are the most absorbent available and the only pellet bedding treated with a long acting DEFRA approved disinfectant ‘Protek’.

PelletBed is made specially for animal bedding so contains no additives or toxins and has up to 50% less fine dust particles than straw and up to 20% less than wood shavings. As well as being clean, cost effective and easy to use they will compost quickly after use and when applied to land will not affect soil nitrate or acidity levels.

www.nedz.co.uk

www.pelletbeds.com

PRODUCT

PRODUCT

Easy to maintain

No fuss flax

Snowflake and Woodpecker equestrian bedding is made from virgin softwood, which is sourced from sustainable resources within the UK. The products are subjected to rigorous quality control checks at every stage. A state of the art dust extraction system reduces the risk of respiratory problems associated with bedding in the stable. Snowflake and Woodpecker products are quick and easy to maintain, highly absorbent, economical, naturally warm and soft and environmentally friendly.

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www.equisorb.co.uk September 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Clipping

It’s nearing that time of year when clients will be eager to find the quickest and most efficient clippers on the market.

Equestrian Business Monthly talks to manufacturers to get the lowdown on the technical specs and sales tips.

Sharpen Up

I

n modern times cordless battery-run clippers have become hugely popular, due to their easy to use adaptability, but there is still a place for corded clippers and the extra power provided: “There are very few situations when a cordless unit would be less preferable,” explains Joanna Hill from Wahl. “However, if a groomer was contract clipping and speed was of the essence, they would probably elect to use a large mains operated unit to benefit from the extra power.”

Eddie Mack, Heiniger brand manager from distributor Cox Agri

agrees: “We have seen a growing demand for clippers that are both cordless and lightweight. There are very few disadvantages really.

The price of cordless clippers are slightly higher so that could put a few people off but as long as the performance of the clipper is not compromised because it’s cordless then it can prove to be a good choice.”

technical information When it comes to choosing clippers, clients should be well

hiring oUt We asked Joanna from Wahl, for her thoughts on clipper hire: “This depends on the locality of the retailer and the demand. It can be a good way of offering customers the opportunity to ‘try before you buy’. Many horse owners would like to clip their horses themselves but are nervous because of their inexperience.

The opportunity to give it a go without investing £200+ is a good way of encouraging customer loyalty and repeat business. However the retailer needs to have a sound knowledge of clipping and how to get the best from the machines. They also need to be prepared to have blades sharpened frequently and to guide and advise the customers in the correct use of the clippers.”

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EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

informed of what they are buying, so understanding the technicalities of the equipment is important. Joanna explains the way that clipper speeds are measured: “Clippers are measured by strokes per minute, which refers to the number of times the blades pass across each other and return to the original position. The expectation is that the highest quoted strokes per minute is the best clipper to use.

However, this is not always the case and the power of the motor along with the quality of the blades must also be considered.

Most equine clippers have just one speed, although there are a small number with two speed or variable speed options. This can have a little benefit when cutting through thick hair, but most people would use the clipper on the highest speed all the time anyway.”

Eddie explains that lower speeds can have other advantages: “There are clippers with variable speeds, the The Wahl Avalon

“We have seen a growing demand for clippers that are both cordless and lightweight”

Heiniger Delta is an example. This clipper has three speeds, perfect if you have a nervous horse and want to take it a bit slower at first to reduce the noise.”

It is also important to recognise the difference in blade thickness and maintenance of the blades themselves. Joanna explains: “Courser blades have fewer teeth and are able to feed hair that is thicker and denser. When customers want to have blades sharpened, always recommend they use fully trained technicians.

Sharpening clipper blades is not the same as sharpening scissors.

If unsure it is worth contacting the manufacturer for a list of approved agents fully trained in blade sharpening. Additionally if the blades are pre-tensioned, snap on blades then it is essential the technician has the correct equipment to re-set the tension on the blade. Any inaccuracies in either the tensioning or the

Clipping

sharpening process will cause inferior cutting performance.”

Understanding what blade thickness you are selling is also important. “The blades are measured in milimetres of coat thickness, which simply means how much coat will be left. A vet would use a surgical blade which would leave 0-1mm, while a fine blade is perfect for horses, leaving 1-2mm. A standard or coarse blade would typically leave 2-4mm. It’s important to consider the coat and desired finish when you are selecting your blades,” says Eddie.

making the most of sales Clippers are an expensive stock item so not every shop will be able to stock them, and those that do might only have a narrow range.

Eddie Mack explains one way it is possible to stock clippers: “In some cases retailer can buy clippers from some manufacturers and wholesalers when they receive the order in store, although this wouldn’t be the way to operate if you were committed to growing a clipping business.” However, if you are going down this path it is worth doing it right and really

marketing the products strongly.

“Ensure they have a strong shelf presence and market them in store effectively,” says Eddie. “If the brand of clipper has a strong reputation then this will always help and you could receive greater marketing support.” Joanna adds: “Ensure that staff are fully trained and understand the features, benefits and capabilities of the clippers and trimmers. It is important that the customer is guided towards the correct product for their needs. It is also essential that, if the customer encounters difficulties, the retailer can offer constructive, useful advice to resolve these issues.”

There are of course add on items that can be stocked alongside clippers, such as spare blades, cleaning products and clipper oil. Joanna says: “All retailers selling clippers or trimmers should stock clipper oil.

In addition, a form of hygienic blade spray for cleaning and de-greasing the blades is a good option alongside replacement blades and circuit breakers.

“Add on sales such as clipper oil

The Heiniger Xplorer

and blade sharpening services are obvious choices. However, there are many items that go alongside clipping which can boost your sales. Coat preparation products, overalls and extension leads are just a few of the possibilities.”

“Sharpening clipper blades is not the same as sharpening scissors”

blade sharpening September to January is generally the busiest time of year for sharpening blades – which of course coincides with the clipping season. As such, most professional blade sharpeners will take a little longer to return blades, which can mean a crucial wait to clip before a competition. To avoid this, horse owners should be encouraged to get their clippers sharpened and serviced in the spring, before the clippers are stored away. This means that they will be ready to go as soon as they are needed in the autumn.

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

15

Case Study Somerset-based walking stick specialist Classic Canes has recently issued a new trade catalogue. Managing partner Charlotte Gillan provides an insight to its production.

Making a

Trade Catalogue

F

or a supplier, producing a new trade catalogue is a big and usually expensive event. However, even in this age of digital communication, it would be a brave marketing department that decided to dispense entirely with a printed catalogue. Far more of our customers order from the catalogue than as yet log onto our website. It seems the desire to sit down with a coffee, turn pages and make notes is not as passé as some web designers would maintain.

Our catalogue has to convey the image and style of the company in an instant, so every detail is carefully considered, from the quality and feel of the paper to the style of the copy and layout.

We use a mood board of pictures to convey the look we want to the designer. The 19th century oil painting ‘The Wanderer Above the Sea of Fog’, Downton Abbey, Cary Grant (Somerset’s finest export), and the chic 1950s British women photographed by Norman Parkinson were all inspirations this time; the elegance of bygone eras is a rich seam to be mined for walking stick marketing.

Our stockists vary from seaside gift shops to luxury retailers in the world’s great capital cities, some every rural and some very urban, so keeping the catalogue relevant to everyone is both important and challenging. What is one retailer’s idea of an expensive walking stick (“What, thirty quid?!”) is very different to another’s (“Darling, a hundred pounds is entry-level; our customers come here for something special.”) Some are as perplexed by the concept of a basic chestnut crook as others are by a Swarovski crystal-encrusted evening cane.

We include cheerful and stylish lifestyle images to show walking sticks in use in various situations” A big feature of our catalogue is the lifestyle photography. To the uninitiated, a walking stick may seem a rather dull symbol of old age and infirmity. To help buyers appreciate why their customers might want smart walking sticks of different types, we include cheerful and stylish lifestyle images to show walking sticks in use in various situations, such as country walks,

The mood board provides inspiration

16

weddings and evening events as well as in everyday use.

As befits a family business, we have a long and cost-effective tradition of using family and friends as the models. This generally works quite well: a countryman who walks with a long stick every day will make for a much more authentic picture than a bewildered male model. However, it does also entail the unenviable family business experience of telling beloved relations which aspects of their wardrobes do and do not suit the aesthetic, with predictable results.

Even once the humans are all

EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

dressed appropriately, there is still the matter of arranging the fourlegged models. Golden Retrievers play a large part in our catalogue, ever since the time they secured an enormous order from an American buyer swayed by their cuteness.

One of them behaves sufficiently well, but the managing partner’s Connemara has a Naomi Campbellstyle strop during his shoot and is

found to have put his ears back in thirty consecutive shots. At this point the photographer starts to turn purple and the usual axiom about working with animals is aired. He has photographed Princess Diana, Germaine Greer and Dame Judi Dench in his time, all of whom were apparently much better behaved.

Finally however, a miracle takes place: the images are shot, the printer’s proofs checked in minute detail (heaven forbid an incorrect code number should sneak in), shop posters and a matching trade fair back-drop have arrived and the whole company sits down to stuff catalogues, price lists, trade fair invitations and covering letters into envelopes.

The catalogues set off on their journeys around the world as little ambassadors for Classic Canes.

It has been a lot of work for everyone, but it is our equivalent of the shop window. If retailers find it inspiring, and then provide the public with distinctive and elegant walking sticks, it will be worthwhile for all parties.

To receive a copy of the Classic Canes catalogue, please visit www. classiccanes.co.uk or call +44 (0)1460 75686.

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26/08/2014 14:10

Worming Tapeworm.

Photo courtesy of Westgate Labs

Fighting the Resistance

Ensuring equine parasites are effectively managed, whilst promoting best practice to reduce the impact of resistance, is still a top priority. Industry experts provide a rundown on the latest thinking about worming and look to the future in this field.

W

orm resistance is an increasing threat to horses and although it has been widely known within the trade for years, awareness amongst horse owners has now spread. This means that many vets and SQPs need to be well versed in the problem and able to provide solutions when faced with consumer questions. David Booth, director at Westgate Laboratories, gives his advice: “Resistance is clearly linked to the exposure of the parasites to the anthelmintic and therefore wormers should only be given when absolutely necessary. Wormers should not be given out on request but only after a detailed discussion to establish that the horse has a worm burden or that it is due for a treatment for encysted redworm.”

Wendy Talbot from Zoetis agrees: “Frequent dosing or underdosing can cause resistance to occur. Dosing correctly and as infrequently as possible is key to managing the issue of resistance in our horses.”

Nick Thompson from Verm-X

18

also says that reiterating the importance of a considered routine is vital: “Routine, three monthly faecal egg counts, and strategic worming,” must be emphasised and he advises to, “use an effective herbal product constantly plus annual checks for tapeworms help to reduce the threat of resistance in worms.”

Rebekah Dudek, EU veterinary advisor at Norbrook Laboratories,

Identifying those horses which act as ‘worm carriers’ means you can target your treatments towards only the animals that actually need it. Secondly, a pre-treatment worm egg count will allow you to identify the types of worms present on the yard in question.

This will allow for the most appropriate anthelmintic to be strategically selected. A well-timed post-treatment dose will help

“Performing a pre-treatment egg count will allow you to identify those horses that require a worming dose” stresses the importance of faecal egg counts: “The best way to monitor for resistance developing on a yard, is pre- and post-treatment faecal egg counts.

Performing a pre-treatment egg count will allow you to identify those horses that require a worming dose. With typically only 20% of horses carrying over 80% of the worm burden on a yard, not all horses may require an anthelmintic to be administered.

you to monitor the efficacy of the selected wormer. Any issues with possible resistance development can then be picked up early in the onset, where hopefully action to prevent full resistance could be implemented.”

Targeting the most relevant parasite at the right time of year is also a part of good worm management. David Booth says: “The core principle of targeted worming is to treat only when

there is evidence that the number of parasites have reached an unacceptable level. It would be nice to think that we could eradicate all horse worms forever but it is just not going to happen.

Healthy mature horses are able to develop a level of immunity to the worms and we should only intervene when there is evidence of a medium/high burden (>200 e.p.g.). At the moment we cannot detect encysted redworm and it is therefore prudent to give a wormer for these, usually at the beginning of winter. If we blanket worm for everything every time we worm then the parasites are going to be exposed to a high level of chemical all year round – a recipe for resistance.”

Rebekah Dudek agrees that natural immunity is the best line of defense: “Not all parasites cause issues at all stages of their life cycle. The presence of some worms also does not always correlate to clinical issues, especially at low levels. Therefore it is not always of benefit to aim for a complete clearance of all parasites from a horse. Without exposure to a parasite, how can an animal hope to develop any degree of immune protection towards it?”

rotation, the old way While it is believed by many that a regular change of wormer is a vital action required to reduce the level of resistance in worms, Wendy Talbot from Zoetis disagrees: “We know that rotation alone will not prevent the onset of resistance as there are not enough drug classes to allow us to do this. Reducing frequency of treatment and selectively treating those horses that need it is more important than rotating a product every time through the grazing season. It is now recognised as best practice always to select the most effective wormer for the type of worms targeted. It’s important for SQPs to be fully appraised of the efficacy of the various classes of wormer against the parasites being tackled

Ascarids.

Photo courtesy of Norbrook

EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

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September 2014 | Equestrian Business Monthly 19 Passionate about animal health www.ebmonthly.co.uk

14/08/2014 16:55 26/08/2014 14:12

Worming UNDERSTANDING REFUGIA Rebekah Dudek gives an easy to understand definition of Refugia: “It’s a secret weapon against drug resistance and is defined as the proportion of worms which have not been subjected to resistance selection through anthelmintic use.

An owner should be fully aware of this concept as these worms have two benefits. They can act to prime the immune system of the animal they are within, giving the horse a degree of natural immunity, which may offer some protection against overwhelming worm burdens. Secondly, these resistance-free parasites can act to dilute the numbers of resistant worms present.

If a resistant worm struggles to find another resistant worm to reproduce with, the vertical spread of resistant genes through inheritance is reduced.”

and any known resistance on the premises. However, make sure you get a full history to ensure that no one class is always being used.”

David Booth agrees that the idea is sensible in practice but adds that it doesn’t necessarily work in reality: “The principle of rotation is fine, but what are we going to rotate? With widespread resistance to the benzimadazoles we only have pyrantel (limited use) and the macrocyclic lactones in our armory. It makes far more sense to give no wormer when there are only low levels of parasites present.”

However, Rebekah Dudek still recognises the fundamental purpose of wormer rotation and its benefits: “Rotation of a wormer is an important feature of reducing anthelmintic resistance.

“We know that rotation alone will not prevent the onset of resistance” Challenging a parasite population with a wormer from a different family class will certainly help to prevent the more resistant parasites from becoming the dominant element amongst a worm burden. This should help to dilute resistance, allowing longevity to be granted to each individual class of wormers.”

tackling resistance So what advice should you give your clients when it comes to resistance? Owners should check thoroughly for the resistance of benzimidazoles in their area.

Wendy says: “A faecal egg count reduction test can be a useful and simple way to determine if this drug is still effective for the control of cyathostomins and this should be carried out if it is planned to use Fenbendazole as

20

part of summer worming control or for encysted small redworm (ESRW). Moxidectin is the only other alternative for the treatment of ESRW. It is important to explain that Fenbendazole is usually still a good choice for the treatment of Ascarids in foals or Pinworms in adults.”

the future of worming Growing resistance in worms does threaten the future health of the UK’s horses, so how do the experts see the future role of anthelmintics and parasite control? Chris Taylor, technical director at Virbac says: “A more strategic approach using the refugia concept, routine use of FECs, more attention to proper weight checking to ensure correct dosing and more emphasis on checking for and preventing spit out. A new active would be great but this might induce complacency.”

Rebekah Dubek says: “Whilst not the only way forward, worm counts and selective worming are the ones which make most sense when considering the overall benefit achieved, alongside the economics and time input by both equine owner and professionals. It allows for a targeted, knowledgeable approach to worming with anthelmintic use being justified by direct clinical reasoning in order to gain its maximum benefit. It can’t be forgotten that owner input to reduce worm burden exposure is also of paramount importance when considering control of parasites. Things such as pasture management inclusive of poo picking, correct dosing technique inclusive of weighing to calculate accurate dose volume and correct administration technique to ensure each horse receives its full dose need to be implemented in order to reap the benefits of a well

EquiSal kit from Westgate labs planned anthelmintic regime.”

Nick Thompson suggests that the natural way must be more heavily promoted: “The use of effective herbal products should be part of an effective way of controlling worms, and in my opinion a minimal use of pharmaceutical worming.”

Although it seems at times that breakthroughs in this field are few and far between David Booth explains that new tests have been developed to combat the problem of worm resistance: “Trials have been undertaken on some animal groups using combination wormers (two chemicals to treat the same worm not the redworm + tapeworm combinations we are used to). Theoretically this could slow down the rate of resistance but why pump chemicals into an animal if there is no problem?

Regular faecal egg counts and the new EquiSal saliva test for

tapeworm give a very good indication of what is going on inside the horse. Our only blind spot at the moment is encysted redworm; worming for this should be our only strategic dose.”

Wendy Talbot says the mindset of worming needs to change: “A better understanding of the situation by horse owners and prescribers alike is required.

Unfortunately routine interval worming is still very common and there is often an unrealistic view that all horses should be worm free at all times. We need to continue to educate our customers on the principles of worm control and the need for a long-term sustainable approach. Even if we get new, different classes of drugs it will not take long until we are back in the same situation unless these principles are universally accepted.”

A heavy tape worm burden. Photo courtesy of Norbrook.

Equestrian Business Monthly | September 2014 www.ebmonthly.co.uk

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September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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LOOKING FOR ACRES OF PRESS COVERAGE?

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EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

01953 851513

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KEN LYNDON-DYKES

ARE yoU INvolvED IN cRImINAl AcTIvITIES? New regulations concerning consumer rights is raising many questions for Ken Lyndon-Dykes.

T

he new Consumer Contracts Regulations came into effect on June 13. We were warned about this desperate, disparate, draconian legislation over a year ago – now it exists. I urge all retailers, and suppliers too, to read the full documentation if they haven’t already done so. Don’t assume because you understood the original legislation you don’t need to examine – and assimilate – the latest! However, readers who haven’t yet enjoyed their annual break shouldn’t be expecting light holiday reading!

‘Clarity’ is the word that Brussels applies to the new legislation, which replaces a raft of other rulings including the Consumer Protection (Distance Selling Regulations) 2000 and the Cancellation of Contracts made in a Consumers Home or Place of Work Regulations 2008 (generally more simply referred to as Doorstep Selling.) But do not be fooled into believing the new legislation simply brings together previously existing regulations into one document. I wish that it were so simple! It is not!

Said to be intended to create consumer confidence, it should strike fear into retailers! It seems to me that the new provision allows dishonest consumers carte blanch opportunities to abuse the retail trade! Protect the consumer at the expense of the retailer!

Distance sales – when the purchaser and retailer aren’t in the same location – continue to be ‘contracts’ but now the regulations also apply to off-premises sales conducted when the buyer and seller are in the same location other than the seller’s business premises. This has very obvious implications – most especially for saddlery retailers who conduct the majority of their business off-premises.

‘Right of cancellation’ has long been a grey area for many retailers – and probably for the vast majority of consumers; one thing the new legislation does do is to create more lucidity in relation to this particular area - and it is certainly very much in consumers’ interest to assimilate what is involved. Retailers who choose to ignore the important changes could find themselves in nasty trouble. For example: failing to inform the customer in regard to their right to cancellation will result

in the rights being extended for a year beyond the date that would have applied. Nasty – and it would be so easy to overlook explaining the updates to the client! At Saddleworld we are providing every client with a document that clearly identifies their rights; the duplicate copy will include the client’s signature. This isn’t the time to take chances and hope for the best – it’s proof that stands up if a dispute occurs.

Retailers must provide the client with confirmation of purchase at the time of delivery or before the service related to the transaction has been undertaken. The confirmation must include a full – note full – description of the goods and services. Surely some importantly grey areas involved in the full description of services?

Does this mean the saddle retailer – or the saddle fitter he/she employs – must provide details of the fitting procedures in full? If this is so, I can perceive one advantage among the many disadvantages: namely, all saddle fitters will be encouraged to comply with the recommended fitting procedures in full in order to avoid nasty revelations should documentation be needed at a later date. I personally think that it is now important to obtain the client’s

clothes over the weekend and return them – obtaining a full refund – early the next week. I was absolutely shocked when this close friend first told me this story because I regarded her as a totally honest individual – however, when I remonstrated with her, she totally failed to understand my concerns.

Align this story to a saddle scenario. A client who has just started to event at riding club level would love to have a dressage saddle to take part in a oneday event this coming weekend. The saddle fitter fits a saddle in absolute good faith but says the saddle flaps need to be shortened to accommodate the rider’s very short legs. The client agrees and expresses her delight that the alteration can be carried out quickly; everyone is happy. That is – until the following week when the client informs the retailer that she wishes to return the saddle ‘as she is not entirely satisfied’. No – it seems she doesn’t have to provide a comprehensive reason – ‘not entirely satisfied’ is adequate. However, under the legislation the cooling off period does not apply to ‘personalized’ goods and so – presumably – the retailer is fully covered. But does this really help the retailer involved in this type of dilemma?

“Retailers who choose to ignore the important changes could find themselves in nasty trouble” signature confirming the procedures undertaken at the time of the fitting.

What has been termed the ‘cooling off period’ is now extended to fourteen calendar days from the seven days previously applied. Exemptions still apply in relation to goods that have a short shelf life and to goods that have been especially altered for the customer. I think further grey areas exist in relation to – for example – a saddle that has been adapted to fulfil the very specific needs of a particular horse. The alterations involved could render it impossible to take the saddle back into stock – or at the very least, certainly without undoing the specialist alterations. Can we assume that the ‘customizing’ carried out definitely constitutes an exemption?

A long time ago someone I knew very well at that time used to delight in having a new sweater or shirt to wear virtually every weekend. She would shop at M&S on a Friday, wear the

In any event, and in my experience, up to now very, very few clients have had the cheek to return goods that have been specifically altered for them. Is this going to change? Will it become commonplace for clients to ask for goods to be customized and then glibly take advantage to return same goods – no questions asked? Supposing the retailer produces a document to be signed by the client before any alterations are undertaken absolving the retailer for any responsibility in regard to refunds. Would this be legal? Would it stand up in law? And what about those rare occasions when the alterations proposed by the retailer aren’t adequately carried out – or were never a good idea in the first place? Who will be protected in these instances? Online shopping is another area to which there are changes to the consumer protection laws. It must be made abundantly

KEN LYNDON-DYKES

is an ex-international level three-day-event rider.

A Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, he owns and runs SaddleWorld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes.

He is also well-known as an inspirational and interesting lecturer/speaker. clear to consumers that completing the forms will ‘authorise’ the transaction and a charge will then be applied. One would have thought this would be apparent, but obviously not!

Customers will no longer be able to rely on pre-ticked boxes for delivery options – instead they must complete all the details and provide all the information themselves.

The right to cancel has been extended to online auctions – eBay and the like – if the goods are purchased from professional sellers. It is obvious that this will adversely impact on retailers who use eBay as a low-cost route to a potentially large market when selling off goods. Private sales are not covered by the same legislation. By the same token, on the other hand, consumers buying privately from advertisements and via other means are not covered by the legislation.

We – the retailers – are responsible for the costs involved in returning goods to us. And whereas we had up to 30 days in which to carry out a refund to the customer, we now have only 14. Does this 14 days commence the day on which the goods were posted back to the retailer? (This seems to be another grey area – perhaps I need to read the documentation again.) An area made completely clear relates to the use of credit cards or other methods of payment. The retailer may not charge more than the actual cost involved in the use of credit cards and surcharges may not be added and telephone calls must cost only the standard rate.

This EU directive demands careful attention – it would be very easy to skim read and miss some essential points. ‘Brussels-speak’ is not the easiest of languages! One thing that is very clear: the retailer who does not make their client aware of their cancellation rights is creating a criminal offence.

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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Hi-Viz & Safety

BE SEEN Photo by Paul Burt Photography

With ever more traffic on the roads as well as hazards on bridleways and in the countryside, high visibility products and safety accessories are more important than ever.

Y

ou can’t force a rider or carriage driver to wear high visibility clothing or accessories and this is the crux of the problem within this sector.

There is no law that the average horse rider needs to wear anything fluorescent or reflective when riding. There are rules that govern professional riders, for instance jockeys or grooms. These items fall under the category of Personal Protective Equipment (PPE) and the relevant standard for professional use of high visibility used to be EN 471, now updated to ISO EN 20471. These products carry a CE mark and are intended to visually signal the wearer in any light condition. To pass the standard the product must have a defined amount of retro reflective material as well as fluorescent colouring. Think of the sort of clothing worn by road workers.

However, the majority of horse riders do not need to wear high visibility garments that meet any standards at all. It can be confusing to decode which standard applies to which type of rider, but the reality is that any high visibility products for horse

24

or rider are better than none at all.

Retailers should be promoting the use of all of these high visibility products – and of course the better quality the better the result all round, but not just for visibility: a cheap tabard provides good visibility, but may not fit well or last a long time. Conversely a more expensive product often provides additional benefits such as pockets, a warm lining or a waterproof outer.

style statement A quick look around the high visibility products currently available in the equestrian world shows a wide variety of styles. The tabard is still very popular, and is available from all sorts of places including hardware stores and bicycle shops. Equestrian tabards often have horsey-themed text on the back which may add a little extra oomph, for instance ‘Please pass wide and slow’. A tabard can be thrown on over a T-shirt or a winter jacket so this is an excellent stock item for all equestrian retailers. High visibility is now far more attractive than it ever used to

EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

be and instead of thinking of the products as solely a safety item, manufacturers are now making them a fashionable and functional item, that also happens to be high visibility. For instance, there are a number of stylish winter jackets packed with features for riding, that are also fluorescent and reflective. The idea behind this move is that the more attractive and comfortable the item, the more people will wear them.

Moving on from clothing, there are also numerous accessories for the horse and rider. Horses can wear bridle slips, rugs, tail guards, leg wraps, boots and breastplates all in high visibility, with some now incorporating lights. In fact, products that light up are now becoming more common as battery packs get smaller and lighter.

A breastplate can be very effective.

Photo by Paul Burt

what should they wear?

The average rider who has to hack a little down a lane to reach the open fields should wear at least a basic level of high visibility

BUy SomE TImE The British Horse society says that wearing high visibility products gives drivers three more seconds in which to see a rider and react – that could certainly save a life. This fact, tallied with some wellplaced safety posters available from the BHS website, could help to persuade another rider to don flourescent and reflective items.

Hi-Viz & Safety equipment, essentially something on the rider and on the horse. A tabard for the rider and leg wraps and breastplate for the horse are inexpensive and make great starter sets. Nicky Fletcher from Equisafety says: “Wearing a block of colour is the most important, like a waistcoat, jacket, gilet or rug. Leg boots are pretty good too as they are moving so catch the driver’s eye.”

Those who do a lot more roadwork or ride on busier roads should opt for head to toe and nose to tail coverage. A hat band is surprisingly effective bobbing over a hedge line, a jacket or

for those that do, fluorescent and reflective is not enough – here lights are key. Stirrup lights that display white in front and red behind are vital, plus a head torch will really light the way. Some rugs and accessories that light up will create a Christmas tree effect that will be hard to miss.

what about the beta scheme?

BETA has launched a certification scheme “to help to clear up the confusion surrounding high visibility garments and accessories for riders.” Companies do not

“Any high visibility products for horse or rider are better than none at all” tabard provides front and rear visibility, and a leg band on the rider takes care of the lower level.

For the horse, bridle strips and a breastplate ensure it can be seen head on, boots or leg wraps moving rapidly easily catch a driver’s eye and a rug, exercise sheet or tail guard provides rear coverage.

There are few riders that choose to hack along roads at night, but

have to join the scheme, but those that do can use a labelling system like the one introduced for body protectors to show which standard is reached. Although this is not a compulsory scheme, retailers may find it an easy way to reassure customers who are worried about which standard of products they would like to wear. BETA says it set up the safety mark because: “A number of member

PRODUCT

manufacturers and distributors of hi-viz approached us to set up a BETA branded certification mark.

Whilst their own PPE garments were up to standard, they were concerned about the number of uncertified garments being placed onto the market causing confusion amongst customers as to how to recognise properly tested and certified garments.” The labels will now help customers to identify such garments, although all certified garments must also have a label indicating the standards it reaches, so a customer or retailer need only check the label inside the product to see which standard, if any, it reaches. Remember though, that these standards only apply to items for riders, not those worn by horses, and are only a guideline – in essence, any hi-viz is better than none at all.

stocking tips Ideally every equestrian retailer that sells hats and body protectors should also sell high visibility equipment and clothing for the rider and horse. Like any products, good display sells, so try a window display or shop floor display to encourage sales. At

PRODUCT

Hi-viz in action.

Photo by John Wheeldon this time of year the days shorten and the demand for hi-viz rises, so create a display to remind riders how effective it can be.

Use spotlights if you can, to pick out the fluorescent colouring and team the hi-viz items with stylish riding clothing and boots to show the overall look – it is not as unfashionable as it used to be.

PRODUCT

HyVIZ

Versatile Safety

Light the way

The HyVIZ collection consists of a wide range of designs to keep riders safe all year round. From coats, waistcoats, hat bands, and arm/leg bands for the rider to bridle sets, leg bands and tail bands for the horse. All HyVIZ products carry the BETA Hi-Visibility Certification Mark.

EN1150 for leisure wear and EN13356 for rider accessories. The products are adjustable, very easy to clean and designed for comfort.

Based on Original BUFF but with the addition of vertical stripes of retroreflective material on each side, this product is extremely popular with horse riders, cyclists and other road users.

When illuminated by a light source, e.g. vehicle headlights, the reflective material appears brilliant white making the wearer clearly visible in poor light conditions.

Reflective BUFF can be worn as a mask, sahariane, hair or headband, balaclava, scarf, neckwarmer or helmet liner.

The Champion high visibility gilet has been tested and certified to EN1150: 1999. This innovative gilet features an electro-luminescent light source powered by a simple AAA battery pack. Whereas standard high visibility reflective tapes solely rely on a third party light source – Champion’s technology does not, thanks to the internal power source. Constructed using durable fabrics and reflective tape, the Champion high visibility gilet is a must have piece of equipment for anyone who rides on the roads, whatever the time of year.

www.battles.co.uk

ww.buffera.co.uk

www.championhats.co.uk

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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ON THE MARKET PRODUCT

Better value bedding

PRODUCT

Lab tests

Aquamax wood crumble bedding is the perfect bedding choice for all horses this autumn and winter and, with bags now being 17% bigger than before, they offer even better value.

The crumble bedding is made using pine whitewood from managed forests, is virtually dust free, expands to approximately four times its original volume when wet and is around nine times more absorbent than shavings.

Aquamax is now even better value as the original 13.6kg bags have now been increased to 15.9kg.

Resistance to worming drugs is a reality which can only get worse. SQPs have a duty to promote responsible use of wormers, educating owners to use tests and only resort to drugs when they are needed. Westgate Labs’ tailor made worm count service for shops lets you offer a quality laboratory test and give your customers knowledgeable worming advice based on results. Add in the new EquiSal tapeworm test based on saliva samples and the only strategic dose required is the winter one against encysted redworm.

www.aquamax.co.uk

www.westgatelabs.co.uk

PRODUCT

Safer clipping

PRODUCT

Healthy hooves

Whether grooming, trimming or preparing for a competition, customers need a versatile clipper that’s easy to use. Swiss engineering expert Heiniger introduces a product that promises to reduce the stress of clipping for horses and their owners.

The new Xplorer Cordless Clipper completes the Heiniger X-Series and provides a safe way of clipping horses, with no cumbersome power cords. Heiniger brand manager, Edward Mack, said: “The new Heiniger Xplorer is powered by the latest generation permanent magnet motor as opposed to the old style electric motor. It’s light and ergonomically designed to fit in the hand. It completes the X-Series and is a great addition to the range.”

Anti Fungal Hoof Oil (Black & Natural) is an excellent all year round anti-fungal, antibacterial oil, which lubricates, nourishes and protects to aid in the maintenance of healthy feet. Once applied, buff the hoof for professional high gloss show ring finish. The strengthening hoof oil infused with natural extracts including coconut derivatives ensures it is the perfect product for use on weak, brittle hooves, splits including sand cracks. Continual use of Anti Fungal Hoof Oil will ensure the hoof maintains the correct level of moisture without sealing the hoof.

www.coxagri.com

www.flyaway.ltd.uk

PRODUCT

Keep on moving

PRODUCT

Bottle heaven since 1937

C

Mobility Horslyx is a nutrient rich lick containing optimum levels of Glucosamine HCl, MSM and Omega Oils, all vital to promote optimum joint function. The high specification vitamin, mineral and trace element package, which incorporates Vitamin C, Vitamin E and selenium, supports the body’s ability to absorb the vital nutrients, helping maintain a strong immune system and promote overall health and vitality. An independent research study using gait analysis technology, proved that Mobility Horslyx improved stride length in stiff horses.

Looking for a bottle manufacturer with ranges to inspire you and to make your product stand out and give shelf appeal?

Then look no further, Measom Freer manufactures and stocks 28 different bottle ranges in all shapes. There are 22 different sizes within those ranges from the smallest bottle at 2.5ml to largest at 1 litre with neck sizes from 15mm through to 31mm. All the bottles are manufactured in food grade plastic with a range of finishes available.

www.horslyx.com

www.measomfreer.co.uk

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WHaT TO sTOck fOr succEssful salEs

wiNTeR RUgS

Bright colours, classic styles and high tech features ensure winter rugs make eye-catching displays and appeal to a wide market.

T

he new season’s rugs are out and show an interesting mix of classic colours with innovative design, alongside more unusual patterns and colourways to tempt the more extroverted customer. The Whitaker Stable Rug stands out thanks to its bright yellow design, and there are a wider variety of brightly coloured patterns now available

from the main rug brands. These will certainly stand out among predominantly blue and black stock, particularly when it comes to turnout rugs.

Premier Equine now does a magnetic mesh rug which makes an interesting addition to winter stock. It can be layered or perhaps used after exercise and broadens

FReeDOm STable 150g £6 Bucas

2.00

Sizes: 5’6–7’0 Colours: Samba red, jade, navy RRP: £62.00 The Bucas Freedom Stable rug is available in two weights – 150g and 300g fillings.

The rugs have cross surcingles, Velcro chest fastening and silver piping trim.

The outer shell is in a rip stop outer and it has a silky breathable lining. This is a comfortable and cosy rug for horse owners on a budget who want Bucas quality. The Samba Red colour (pictured) is particularly striking.

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the options out into therapy.

The price range is still broad, thereby appealing to the widest possible range of customers.

At the lower end of the price spectrum the rugs are practical and simple but do not skimp on style, with the quirky pattern on the Elico Quantock turnout rug available for less than £80.

SmaRTex meDiUm, PlUS SmaRTex COmbi NeCk Bucas

eliCO eveSham 300 STable RUg £53

£17

3

Sizes: 5’0–7’2, Combi Neck XS–XL Colours: Blue RRP: £173, Combi Neck £69 The Bucas Smartex range offers durability, strength and quality for a wide range of horses and situations. The rug features the innovative anti-bacterial Bucas StayDry lining, waterproof and breathable material, a soft nylon lining at the shoulder area and an overlapping comfort front with double padding. The rug has Velcro panels to attach a Combi Neck Cover and a Big Neck version is available.

EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

At the top end of the spectrum rugs can combine multiple uses, for instance Weatherbeeta’s Freestyle 3-in-1 allows horse owners to layer and remove as the weather changes. This makes the £250 price tag less daunting for customers, providing the versatility of this product is explained.

B Jenkinson & Sons Ltd

.95

Sizes: 5’6–7’3 Colours: Navy check RRP: Standard Neck £53.95, Combo Neck £68.95 The Evesham rug is the same well-shaped rug as the standard version but with an integrated neck to give maximum coverage. This has been especially designed for autumn and winter use.

It has a 300g filling with a tough 300 Denier polyester outer and a Swiss cotton lining. Featuring shoulder gussets, cross surcingles, fillet string, tail flap and double breaststraps

5

lET’s Talk T PRODUCTS

eliCO QUaNTOCk COmbO £79 .95 TURNOUT RUg g B Jenkinson & Sons Ltd

eliCO SNOwDON 300 CheCk £67 TURNOUT RUgS gS .95 B Jenkinson & Sons Ltd

Sizes: 4’6–7’0 Colours: Special edition RRP: £79.95 A well-shaped rug that has been designed in a unique quirky patterned, 600 Denier, waterproof, ripstop, breathable outer, seam-taped to prevent leaks.

Swiss cotton lining helps prevent the horse sweating so the horse stays dry.

Featuring 200g polyfill with twin, quick release breast straps, shoulder gussets for ease of movement, low cross surcingles, detachable rear leg straps, tail flap and combined neck with double Velcro closures.

Sizes: 5’6–7’0 Colours: Black/grey check RRP: Standard Neck £67.95, Combo £84.95 This well-shaped rug is ideal for autumn and winter use. It is made from 1200 denier, waterproof, ripstop, breathable outer, seam-taped to prevent leaks. The rug features a 300g fill for the colder weather, with double breast straps, shoulder gusset, adjustable cross surcingles, detachable back leg straps and a tail flap.

The Combo version features an integrated neck to give maximum coverage.

whiTakeR £90 .00 200g TURNOUT RUg g

whiTakeR 150g STable RUg

Whitaker by John Whitaker

Sizes:5’6–6’9 Colours: Electric blue/navy RRP: £90.00 With a 200g fill and diamond quilting the R035 heavyweight turnout rug keeps the horse warm on even the coldest of nights.

For extra warmth and protection against drafts there is a padded tail guard and a matching 150g fill hood (sold separately) which easily attaches via D-rings.

Features double surcingles along the chest and belly and wipe down hindquarters and rubberised shield logo.

Whitaker by John Whitaker

£70

.00

Sizes: 5’6–6’9 Colours: Navy/yellow RRP: £70.00 This smart and eye catching rug features 150g fill and the diamond quilted stable rug is perfect for changing seasons and cooler nights. The hindquarters are covered in a 600D turnout material to keep out drafts and the double surcingles across the chest and belly ensure a snug fit.

A tall shoulder gusset allows for greater movement and fleece wither protection stops the mane being rubbed out.

Jhl heavyweighT COmbO STable RUg Westgate EFI

£85

.99

Sizes: 5’6–7’0 Colours: Navy/burgundy or red/black RRP: £85.99 This well made heavyweight stable rug will ensure the horse stays snug and warm through the winter. Features include a 600 Denier polyester outer, cosy 400g insulation layer, polycotton lining and additional fabric inset at the withers to give extra length in the neck, even when the head is lowered. This is a classic looking rug, providing full coverage from ears to tail at an affordable price

maRk TODD heavyweighT COmbO TURNOUT RUg Westgate EFI

£14

4.99

Sizes: 5’6–7’3 Colours: Navy, grey RRP: £144.99 This popular, top quality turnout has a smart, Teflon coated, 1200 Denier ripstop polyester outer shell, plus a warm 350g insulation layer and a nylon lining that leaves the coat shiny. Waterproof and breathable, the rug gives total protection from the elements, even when grazing thanks to the extra long integral neck cover which is gusseted at the wither, allowing the horse to extend his neck freely.

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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lET’s Talk T PRODUCTS

avaNTe PlUS 200 FixeD NeCk £1 Masta

05.4

9

Regal 425 STable RUg Masta

£81

.99

Sizes: 4’6–7’6 Colours: Black check RRP: £105.49 The Avante Plus Fixed Neck turnout rug from Masta is the ultimate middleweight turnout for autumn. The rug is 100% waterproof and breathable with fully taped seams.

The standard neck contains 200g of medium weight thermal filling and is made from high grade extra tough 1200 Denier ripstop fabric.

The rug is cut to a generous selfrighting pattern with a forward position shoulder gusset for optimum freedom of movement.

Sizes: 4’6–7’3 Colours: Midnight check RRP: £81.99 The Masta Regal 425g Stable Rug is made from twin channel quilted 420 denier polyester. The rug is really warm, with 425g of heavyweight thermal filling and is lined with soft polyester. Its also includes anti-rub satin lining at the chest.

The extended neck is designed to reduce wither pressure and increase warmth.

Featuring extra deep pattern, shoulder gussets, twin buckle front fastening, low cross surcingles and a tail flap. gusset for optimum freedom of movement.

bUSTeR TiTaN 450 wiTh NeCk COveR

lOveSON CaNDy STRiPe 200g £4 9.95 TURNOUT

Premier Equine International Ltd

£16

4.99

Sizes: 5’6–7’3 Colours: Black/red & beige trim, navy/red & beige trim RRP: £164.99 The Buster Titan 450 with detachable neck cover has attachments so that Premier Equine rug liners can be used. It has a 450g filling in the body with anti-bacterial breathable nylon lining. Also features a unique waterproof system, elasticated shoulder gussets and a fleece lined wither pad. Velcro fastening for 200g detachable neck cover and quick release clips on the front.

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Tagg Equestrian

Sizes: 3’6–7’0 Colours: Candy stripe RRP: Standard £49.95, Combo £59.95 The Loveson Pony Candy Stripe Turnout Rug is the most colourful in the Loveson range. Available as a combo rug or classic neck. Outer fabric is 600 Denier waterproof and breathable, ripstop polyester outer, 200g filling and polycotton lining. Includes cross surcingles, leg straps, buckle and strap front fastening, and hook and loop fastener front panel. The neck stops at the wither, allowing for greater flexibility.

EquEstrian BusinEss Monthly | September 2014 www.ebmonthly.co.uk

bi-POlaR magNeT RUg wiTh NeCk COveR Premier Equine International Ltd

£14

9.99

Sizes: 5’6–7’3 Colours: Black/grey trim RRP: £149.99 The Bi-Polar Magnet Rug with Neck Cover features 164 fixed bi-polar magnets in the rug and 74 fixed bi-polar magnets in the neck cover. Each Bi-polar magnet has a strength of 600 guass. Developed with the experience of experts in the USA to ensure the fixed bi-polar magnets are all in the right places. Soft breathable mesh rug lined on wither and shoulder area with anti-bacterial nylon lining.

Fal PRO bUllDOg 200g meDiUm £ Tagg Equestrian

99.9

5

Sizes: 5’6–7’3 Colours: Plum or Chocolate RRP: £99.95 This rug has a rip stop high tenacity Cordura outer fabric which makes it strong but incredibly light. Incorporating an absorbent blotting layer which blots any moisture that may occur thus aiding even further the elimination of condensation. All other FAL turnout rugs feature this blotting layer next to the antirub lining. This prevents any leakage from the stitch holes penetrating through to the inside of the rug.

lET’s Talk T PRODUCTS

FReeSTyle 3-in-1 DeTaCh-a-NeCk heavy £2 Weatherbeeta Ltd

49.9

9

Sizes: 5’6–7’0 Colours: Black/silver RRP: £249.99 This top of the range rug features strong 1680 Denier ballistic nylon outer shell and is waterproof, breathable and Teflon coated. For 3 in 1 versatility, the outer shell has 100g of polyfill and can be used alone on warmer days or combined with the removable 300g liner for maximum warmth. Features a new removable snug fit fleece neck cuff, full wrap tail flap, cupped shoulder dart and forward positioned gusset.

geNeRO 1200D COmbO heavy £ 74.9 Weatherbeeta Ltd 9 Sizes: 5’6–7’3 Colours: New grey/blue, new navy/ hunter, new purple/taupe and red/navy RRP: £74.99 The WeatherBeeta Genero 1200D Combo Heavy provides great value, quality and waterproof protection for winter. With a 1200 Denier outer shell with Ripstop that helps control and limit tears and 360g of fill suitable for the coldest winter days.

Additional features include a 210 Denier Polyester lining, a tail flap for weather protection, adjustable twin chest straps and adjustable web leg straps.

ORigiNal 1200D COmbO heavy Weatherbeeta Ltd

Contacts

cOmiNg NExT mONTH…

B Jenkinson & Sons Ltd

Winter Jackets

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

Masta

+44 (0)1274 711101 www.masta.co.uk

Premier Equine International Ltd +44 (0)1469 532279 www.premierequine.co.uk

Tagg Equestrian

+44 (0)1912 650032 www.taggequestrian.co.uk

WeatherBeeta Ltd

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

Westgate EFI

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

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

Zebra Products (Bucas) +44 (0)1352 763350 www.bucas.com www.zebraproducts.co.uk

£10

9.99

Sizes: 5’6–7’3 Colours: New brown/aqua, new coffee circle print and new navy/red/white RRP: £109.99 A quality, durable rug, the WeatherBeeta Original 1200D Combo Heavy features the original side gusset for natural movement and an extra large tail flap for great weather protection.

Waterproof and breathable with a strong 1200 Denier Polyester Ripstop outer shell and 300g of fill for warmth. Additional features include adjustable twin chest straps, adjustable removable web/elastic leg straps and a reflective badge.

With horse rugs now covered, it’s time to take a look at the human equivalent. Winter jackets are an important stock item and many include innovative features that make wrapping up even easier. Useful pockets for phones and technology, weather proof cuffs, waterproof materials and even three-in-one designs will all feature heavily.

In this shop window feature we are particularly interested in jackets suitable for the larger lady – retailers have reported that customers feel that there is a lack of clothing for ladies in a 16+ size, so we will also be focusing on garments for this sector of the market.

The Equetech Whaddon Jacket

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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BusiNEss MATTERS

THE risE Of sOcial mEdia Social media is taking over the world, says Mark Lumsdon-Taylor, who this month investigates the benefits and drawbacks of social media, concluding that old-fashioned methods of communication are still important.

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ot that many years ago use of the internet was more-or-less confined to researching products and services, buying online, reading and watching. Social media has contributed to massive changes, often for the better, sometimes for the worse!

The range and scope of social media sites is mind-boggling even to the devoted disciples who won’t hear a word against it. Facebook has great appeal for people who want to socialise. (Interestingly, it started as a private network for Harvard University students since when it has grown and grown.)

Weblogs (blogs) do a similar job but they possibly attract a much wider range of users including celebrities, everyday people, professional writers – just about anyone and everyone. In fact, blogs are regarded as an important gathering of public opinion ranging from current issues through to trivia and drivel – so much so that specific search engines have been set up!

Twitter has so many adherents that it sometimes seems that it

has been around forever – in fact, it didn’t emerge until 2006. The fact that users must say what they want to say in just 140 characters or less has the advantage of disciplining longwinded, rambling statements that bore the reader long before the end is reached.

It isn’t uncommon for Tweeters to boast about the number of followers they have, but is this really important and how often are the results seriously meaningful?

Note the emphasis on ‘seriously’.

And surely ability to quantify is

time wasted: check out virtually any work-related space and there will be people involved in Tweeting or some other form of social media – some surreptitiously, some blatantly obviously. And of course, some marketers rate social media so highly that entire departments are now being devoted to it. Add together the manpower hours in non-authorised usage and the sum will be terrifying. If it were possible to apportion the time used on social media fairly – highly unlikely – and then make

“Every online social platform is prey to predators in one form or another” all? Interestingly, social historians and some charities are warning that constant Tweeting is reducing users’ compassion because, unlike a TV news programme, it doesn’t allow the brain time to absorb the information, consider and evaluate. I would say that is a debateable point.

That aside, perhaps the most condemnatory comments relate to the

Tweeting, blogging and the like an ‘offence’, the unemployment register would probably record massive rises! But how to divide the time spent ‘socialising’ from the time spent on ‘business-related’ operations? And another point to consider: some regular users are so addicted that they Tweet at any time of the day – or night! Loss of sleep will inevitably impact on

staff’s ability to achieve optimum performance!

A problem that is very real – one that has affected some equestrianrelated businesses – relates to the fact that stories about ‘brands’ and ‘services’ can be picked up and ‘discussed’ and result in a situation that is nothing less than a crisis. One adverse comment, one small ‘problem’, can result in a conversation that lasts and lasts with Tweeters jumping on the bandwagon to voice their criticisms – often totally unfairly.

On the other hand, a Tweet or a blog that describes how a product or a service has produced exactly the required results can be worth thousands to the lucky business or individual.

Every online social platform is prey to predators in one form or another, varying from the irritating through to the very serious. We can all name utterly tragic instances that resulted in someone taking their own life – often a defenceless and innocent young person. That is extreme, but problems have arisen (and continue to arise). Are all users aware, for example, that some HR personnel and other professionals access information that, if deemed ‘inappropriate’ in relation to the blogger’s job, their prospects and career progression may be very adversely affected. It seems that bloggers and other social media users sometimes get carried away and believe they are communicating confidentially!

Seven building blocks

Social media is everywhere - including the workplace

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Social media is often explained as having just seven building blocks: Identity – relates to how much users wish to reveal about themselves; this can be objective and minimal through to highly subjective and/or very revealing.

Conversations – conversations between users of wide ranging social media arise for all sorts of reasons, some business related, others entirely social – some sheer rubbish.

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BusiNEss MATTERS

maRk lUmSDON-TaylOR Billboards and advertising on buses and trains is still considered cost-effective Businesses sometimes initiate a conversation about an appealing subject that can be ‘talked about’ across a number of platforms.

Sharing – relates to the extent to which users receive, select, distribute and exchange the content of the platform.

New social media services emerge regularly – even daily! Generally each will have a particular focus on two or more building blocks.

Users, especially those in business, need to be selective. Social media platforms should be developed to fulfil clients’ needs – and these

“Communication is everything – selecting the right modes and methods is what matters” Presence – represents the extent to which users can know if other users are accessible in the virtual and or real world.

Relationships – relate to how users of a social media platform can be related to other users. Some media relationships are regulated and formal, others are unstructured and totally informal.

Reputation – relates to the degree to which users can identify the status of others – and themselves.

Groups – relate to users forming communities based on particular interests.

increasingly revolve around the business listening, engaging and responding – and this doesn’t mean bashing out a lot of rarely wanted, or needed, ‘information’.

Simply using Social media isn’t the way forward; the answers lie in the uses to which it is put and the ways in which it is used.

The growth of social media Arguments abound as to whether Social Media is overtaking all other forms of communication

and if so, if this means that hard copy publishing will eventually be regarded as unwanted and obsolete. Unlikely – at least, for a long time! Taking equestrian-related magazines as an example: despite only recently emerging from a deep depression, many horserelated titles have stood up – or appear to have stood up (far from all are ABC – Audit Bureau of Circulation – audited) and in some cases the all-important advertising revenues have held up much better than expected. Maybe the latter relates to the fact that, when money is tight, the majority of horse owners will go without necessities themselves in order to provide their horses with luxuries!

Maybe it has a lot to do with the fact that we enjoy handling a magazine, turning the pages and ‘filing’ – or adding it to the coffee table for others to read!

Further thoughts. Billboards haven’t been abandoned. Advertising on buses and trains is still regarded as cost effective. The ‘for sale’ cards on boards at local shops remain a popular way of selling goods and services – they work! The village noticeboard is far from obsolete. Simple – but they work! And been-hereforever-word-of-mouth generally reaches applicable audiences and rarely fails. Sophisticated advertising campaigns work – when they are targeted for the right audience.

Communication is everything – selecting the right modes and methods is what matters.

Mark Lumsdon-Taylor is director of finance and resources at Hadlow College.

He attended Keele University where he read Law and Economics. On leaving, he joined Macintyre Hudson, a leading London accountancy firm, undertook an ACA training contract and quickly rose to become a director of audit. Mark joined Hadlow College with an initial brief as a ‘troubleshooter’ to design and implement fiscal recovery and to effect change within the College’s central services.

He was appointed Director of Finance & Resources in 2004 after extensive work involving further recovery and reorganisation of the college’s activities, (Hadlow is rated Outstanding by Ofsted and is in the top category for financial stability) Mark’s work was acknowledged when he was awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007 and was a runner-up in 2010 and 2013. In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business. Mark is shortlisted in the Public Sector and Voluntary UK FD of the Year category for this year’s prestigious Financial Director magazine’s Business Finance Awards.

September 2014 | EquEstrian BusinEss Monthly www.ebmonthly.co.uk

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