Equestrian Business March 2016

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

March 2016 Issue 164

Taking the confusion out of calmers

Inside...

EQUINE NUTRITION How to achieve weight gain

grassland Let’s Talk management Products Grazing - repair

Hats and Gloves

and prepare: overhauling pastures

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

Equine Supplements

Continuous use calmers are generally used daily to lessen anxious behaviour

Taking the confusion out of calmers

many therefore stocking the faster acting liquids and pastes will potentially be more commercially beneficial.

Know the ingredients

For customers considering calming products for established behavioural issues, it is worth mentioning that continued calmers might prove more useful. Peter Jackson, Director at Chia UK Ltd, explains: “A rapid calming supplement is by its very definition a quick fix which may treat the symptom but not the root cause of the problem.” In these cases, offering a continued calmer while addressing the With an incredible number of calming supplements on the xxxxxxx behavioural issues directly, would market, Equestrian Business talks to industry experts to find be far more successful.

As each horse is individual and out which you need to be stocking to keep customers happy. will react differently to certain ingredients, calming products uccessfully handling stress throughout the horse’s normal will be reduced,” she explains. are usually based on well–known and anxiety in horses can routine, useful for horses prone “If there is a continuously ingredients such as tryptophan, B make life easier, more to developing vices or those with stressful situation, first of all you vitamins and magnesium. Many pleasurable and more successful poor ground manners. Rapid need to look at the daily dose also include extracts from herbs for riders and owners alike. Over calmers on the other hand, making sure the horse does and essential oils, for example prolonged periods of time, the are used for specific stressful not get too many concentrates Chamomile and Lemon Balm. effects of stress can aggravate activities, such as before a and the right ingredients.

Steve Blanchard, CEO, and Nick problems such as gastric competition, vet appointment or You can also use a feed that Cinquino, R&D Chemist, of Finish ulceration, loss of condition, during travel, taking the edge off is specifically formulated for Line Horse products explain: poor recovery as well as reduced any over-exuberant behaviour. stressed horses.” This view, that performance. Therefore, it is Each has individual benefits calming supplements should important to be able to provide and should be chosen to suit only be used during specific customers with suitable the horse’s temperament and periods, or for particular products. previous reactions to stressful circumstances situations. instead of daily, Lieselot Hamerlinck, Managing is held by Short- v’s long-term Partner at Cavalor, feels there is The major difference between less of a market for continuous calming products is the length calmers. “At Cavalor we do not of time they remain effective. believe in continuous calming Continued calmers, generally because we know that horses in powder form, are used daily get used to it and the effect to lessen anxious behaviour

S

March 2016 www.ebmonthly.co.uk

Equestrian 17 Business

Equine Supplements

You need to know what supplements are prohibited under competitive rules

products that are particularly popular with younger people.

However, bad behaviour can also be a result of dietary deficiencies, namely thiamine and magnesium. These manifest themselves as hypersensitivity, irritability, nervousness, excitability, lack of appetite as well as elevated blood lactate and pyruvate leading to muscle cramping and pain. As such, the addition of a magnesium based calmer will generally show drastic improvements.

“Customers are unlikely to purchase vast quantities at once so carrying products in smaller sizes, unless ordered specifically, would be more logical” “In Finish Line’s experience, the most important ingredients to any calmer are thiamine (vitamin B1) and magnesium, balanced with an appropriate amount of calcium. Thiamine has many biological functions including the transmission of impulses along nerves, and deficiency can be due to poor absorption, or destruction of thiamine by enzymes (thiaminase) from certain plants. Magnesium is also important for healthy nerve function.”

Peter Jackson, specifies that having a good understanding of the ingredients’ effects shouldn’t be overlooked when selling: “Tryptophan is an essential amino acid, required for the formation of proteins and some hormones, including serotonin. As with humans it cannot be produced by the horse and must therefore come from its diet.”

“Serotonin is a neuro-transmitter often referred to as the ‘feelgood’, ‘anti-stress’ hormone. It regulates mood, plays a role in fighting anxiety and aids in memory and learning which will allow your horse to concentrate better. The non-essential amino acid, glutamic acid (GA) is known

18 Equestrian March 2016 Business www.ebmonthly.co.uk

for several vital processes but more recent discoveries relate to its involvement with cognitive function,” he continues.

“The mineral magnesium has long been known for its calming properties and is essential for the nervous system. When a horse becomes excited or is working hard it metabolises magnesium very quickly. Once it has metabolised all of the available magnesium in the tissues, calcium then overloads the muscles and nerves. The effect of this is a rapid rise in the levels of adrenaline and the stress hormone cortisol, which in turn can cause tension, aggression, muscle tension and erratic behaviour. Some horses, such as highly strung, excitable types, do not have a magnesium deficiency but simply use up magnesium more rapidly than normal and quickly burn through the available stores. Such horses almost always benefit from additional magnesium in their diet to compensate.”

Feed first

Before adding a new supplement into feeding regimes, it is important to address a horse’s

current diet and customers may benefit hugely from a simple change to a low starch, low sugar and low grain-based diet.

After ruling out current diet as a cause for negative behaviour, it is worthwhile for customers to find the root of the issue in order to select the most appropriate product. “The causes of stress and bad behaviour will depend on the horse. It can be genetic, it can be down to the environment, management, or it can be caused by overfeeding and not enough turn out,” explains Lieselot Hamerlinck. “There are also situations where the people that deal with the horse, such as rider and groom, can be part of the cause.”

While it is difficult to make changes to living conditions, ensuring customers understand how to alleviate symptoms related to boredom, before pursuing usage of calmers, is commercially beneficial and usually the simplest process. Issues associated with limited turnout and stable vices can be alleviated by the addition of stable accessories, such as low sugar licks, treat balls or trickle feeders,

Rules and regulations

It is indispensable when selling a range of calmers to understand whether or not the formulas comply with FEI regulations, BETA NOPS Scheme and their safety for use in competition environments. Although there is a reasonable amount of scientific evidence suggesting its antianxiety effects, Valerian is on the FEI Prohibited substance list and so would be unsuitable for any client looking to compete, but acceptable for use in a retired or leisure horse. Lieselot Hamerlinck advices sellers become familiar with the FEI Cleansport website in order to remain aware of any changes, but the final responsibility belongs to the rider and whether or not they trust any claims made by the manufacturers.

For horses who show persistent anxious behaviour, it is likely they will be fed a continued calmer long–term and questions regarding potential dangers Lemon Balm

BEHAVIOUR ALERT

A combination of Panax Ginseng, Cats Claw, Glucosamine, MSM & Vitamin C.

Rapid acting calmers are useful during stressful situations such as when travelling

do crop up. Chia UK take pride in their all natural credentials as Peter Jackson describes: “Chia seed is a natural whole food which is gluten free, wheat free, lactose free, soya free, starch free and NON-GMO and can be used long term without the fear of any complications.”

However, over long periods of use calmers may become less effective so it is worth stocking a versatile range customers can move between. In regards to overexposure to certain ingredients, Steve Blanchard and Nick Cinquino say: “Thiamine is a water soluble B-vitamin; any excess is eliminated by the horse.

Magnesium and calcium are also water soluble and any excess is easily eliminated.”

Expense and expiry

Care must be taken when stocking calmers, ensuring they remain viable for sale. As required under EU regulations, manufacturers must include a use by date on products and the majority of calmers average a shelf life of two years after production. However, storage conditions are important, as set out by Steve Blanchard and Nick Cinquino: “All Finish Line products are formulated to be stable for at least 2 years from date of manufacture under good storage conditions, i.e. stored in a cool, dry place, and out of direct sunlight. The lot number on the syringe or bottle encodes the date of manufacture; first 2 digits are the month, next 2 digits are the day of the month, 5th digit is the year truncated and 6th is batch of the day.”

The price of supplements varies incredibly, generally becoming cheaper per kg as product size increases. However, customers are unlikely to purchase vast

quantities at once so carrying products in smaller sizes, unless ordered specifically, would be more logical. Dosing is individual to each horse and most products display an average of number of uses so you have some estimation of returning custom. For the Finish Line Horse products: ‘Quia Cal’ is a single dose syringe and is not recommended for daily use whereas ‘Thia Cal’ comes in a 32 dose and 128 dose bottles, and the retailer can provide a monthly cost by dividing the suggested retail price by the dose number.

Diversity

As stated previously, the market is saturated with different calmers, each claiming a subtly different effect with its formula, but the similarities don’t immediately mean the same supplement will work for multiple horses. Stocking popular products from multiple brands can give customers the ability to be diverse and try a process of trial and error to ensure they get the correct solution for their issues, but is also a costly investment and may make it harder for the customer to choose.

Lieselot Hamerlinck explains: “In our range at Cavalor, we have three different types of calming supplements. A traditional mix is based on tryptophane, magnesium and B-vitamins. In our opinion, the B-vitamins are the most effective for young and spooky horses. We have a paste for competition stress which includes a very concentrated tryptohane dose. If the owner has tried the tryptohane based products and they didn’t help, we recommend looking for another type of formulated product. In this case a herbal formula that has an impact on the hormonal balance of the horse, via the adrenaline and cortisol levels, may be the key.”

Steve Blanchard and Nick

focus and helps to enhance concentration.

It promotes energy & improves the circulation.

SETTLEZE A natural Homeopathic calming powder that works without drugs.

Will not cause drowsiness.

Fast acting.

Normally see results with in an hour.

TRANQUIL E An aqueous infusion of Valarian.

For nervous horses or horses with excessive high spirits.

Can be fed daily. are on box rest.

www.animal-health.co.uk Tel: 01787 476400 March 2016 www.ebmonthly.co.uk

Equestrian 19 Business

Equine Supplements “Having a good understanding of the ingredients’ effects shouldn’t be overlooked when selling” calcium and magnesium on horses, in particular, their impact on behaviour to establish whether they truly have a calming effect. The study focussed on three main areas; the claim that magnesium is a non-sedating calmer, calmers reduce anxiety and excess magnesium in the diet is excreted. They found that although magnesium is a crucial nutrient for horses’ diet, feed You need to know what suppleand are supplement companies ments prohibited under have been adding quantities that take competitive rules diets way in excess of the RDA for many years. Additionally, by comparing small amounts of magnesium to veterinary sedative acepromazine, they found that magnesium could When a horse becomes excited or is working hard it impair brain function and athletic metabolises magnesium very quickly performance. It also found that no matter how much magnesium only, for example, but rely on Cinquino believe their products is fed, around 60% is absorbed the demand from consumers to have a broad spectrum of use. and 37% is retained, meaning determine the number of brands “Every horse is an individual; limited excess is ever excreted. required. there will always be variation in The study concluded that “more results for all brands. As a general research is clearly required but rule, we find our products’ end everyone involved in recreational Be mindful of users are very happy with the or competition horses should be magnesium healthy nervous system result, very careful how magnesium is It is worth mentioning that without affecting the horse’s used.” although magnesium is used Nevertheless, they also found attention.” widely within calmers to positive that there is a way forward: “the Considering products that have effect, some feel their extensive evidence is very strong that calming secondary properties use may actually be exacerbating controlling magnesium intake alongside all round conditioning behavioural issues. While some combined with the addition of benefits will certainly be popular have had no ill effects, Malcolm chelated calcium (under license with customers looking for Green, Research Director for from the patent holder) resolves resolutions to less specific Calinnova Ltd, believes the many of these horse behavioural, issues. It is claimed that some evidence is mounting that performance, safety and welfare supplements not only help with overuse of magnesium in horse issues.” calming and behavioural issues feeds and supplements could but other ingredients may help be leading to “increased risks with; hoof, hair and coat, for for horses and riders and that instance. everyone involved in horse sport, To ensure you appeal to a range recreation and welfare should be of customers, attempt to offer taking note.” calmers with different base The team at Calinnova has been products, instead of tryptophane studying the impacts of chelated

20 Equestrian March 2016 Business www.ebmonthly.co.uk

In terms of best practice, educating customers to the potential risks associated with overusing magnesium is very important. Usage of magnesiumbased calmers is safe, as long as accompanying feeds don’t contain additional or excess magnesium, ensuring the range stays within the horses RDA. Feed companies such as Allen & Page and Dengie do not add any magnesium to their products and so customers may want to consider trying these feeds before adding a calmer, in order to see its true results.

Understanding the controversies and supplying products containing magnesium as well as those free from the substance, will allow you to recommend products wholly suitable to client needs and most likely to have the desired effect. As with most things, the process of finding the most appropriate calmer takes time and requires an understanding of both how the substances react in the body and correct feeding rates of nutrients but by providing truthful advice about the positive as well as potentially negative results customers may find, will make the experience far more rewarding in respect to reputation as well as commercial gain.

Chamomile

Equine Supplements

Pick of the products ReadySupp Ultra Calm

Cool, Calm & Collected Mag-FREE A unique horse calmer that uses a chelated calcium to naturally allow spooky horses to concentrate better and learn faster, helping to improve schooling, competition and hacking.

This magnesium free formulation is designed for horses that are currently fed concentrates, feed balancers or forage containing magnesium. The chelated calcium technology helps with brain and nerve function, and the added feed balancer helps with hoof and foot support. As some key nutrients included are stored internally, a ‘loading period’ is recommended.

Size: 2.075kg

www.equifeast.com

RelaxMe and RelaxMeNow This range contains a unique double action formula, free from prohibited substances.

Combining magnesium, vitamin E and B group vitamins, it works on both the gut and nervous system to relieve nervous excitability and create a calmer more easy-going horse. The syringed product has been developed to be fast acting, offering a top up of calmer on more intense days when the normal routine is interrupted.

The powder is fed daily and the paste fed two hours prior to use.

Size: 750g (powder) and 30ml (syringe)

www.horsefirst.net

One of the only fully comprehensive calmatives ReadySupp Ultra Calm is specially designed to help balance behaviour, reduce spookiness, aid relaxation and improve focus and concentration. This magnesium based brain-and-gut supporting formulation can be fed on top of any diet, ideally fibre based with controlled starch levels, and works particularly well fed alongside digestive supplements for particularly stressy horses. It includes the anxiolytic herb passiflora, plus chamomile, hops, B-complex vitamins and live yeast, is competition safe and NOPS tested. Size: 2kg

www.readysupp.com

Stay Calm A liquid supplement formulated to provide a calming effect on horses which contains magnesium and the vitamins B1 and B2 .

Vitamin E and Tryptophan are also included to help maintain a healthy nervous system. To complete the formulation, key natural flower remedies have been incorporated.

www.equiformnutrition.co.uk

Good As Gold+Mag Containing supplementary levels of Magnesium, B Vitamins and L-Tryptophan, which have an important role in the maintenance of normal nerve function, this calmer is suitable for addition to the feed of nervous, hot or highly strung horses.

Trainers have noted that after a few days of feeding supplemental levels of these ingredients, horses become more relaxed and attentive. Available in 70g and 3x35g syringe pack sizes.

www.trm-ireland.com

Vetrocalm Healthy This supplement provides horse owners with an economical and targeted nutrition designed specifically for the maintenance of happy, healthy horses. Using a blend of high quality, bioavailable magnesium, it helps replenish levels of magnesium that may have been lost due to stress, fear or anxiousness.

In horses that are highly strung, or nervous on a daily basis, it can help support the body’s physical responses to day-to-day challenges and encourage a calm attitude in training, handling and when performance matters. Size: 300g

www.animalife.co.uk

Relaxin Relaxin is a blend of nutrients that can help to reduce anxiety and promote calmness, relaxation and concentration. Relaxin can be particularly useful in helping to keep the horse calm.

It contains magnesium, B vitamins and L-tryptophan, delivered through a sachet system to ensure freshness and ease of use.

www.daysonhewitt.co.uk

Lincoln Platinum Pro 5 Mag Calmer & Syringe These are the first calmers to use 5 different sources of magnesium, including a natural chelated source of magnesium and magnesium aspartate that has been shown to be better absorbed than other forms of magnesium. Suitable for feeding to horses that show signs of anxiety at home on a daily basis, or as a one-off dose via the syringe fed 30-60 minutes before the effect is required. As a non-sedating calmer, it does not reduce performance. Size: 1.4kg (powder) and 60g (syringe)

www.battles.co.uk March 2016 www.ebmonthly.co.uk

Equestrian 21 Business

Show Reviews

spoga horse spring maintains substantial activity

Business, networking and premieres: spoga horse spring 2016 came to a close in Cologne after three successful days of trade. In total, 180 exhibitors from 22 countries presented products and services from the equestrian sport sector. The share of foreign exhibitors was 63 percent.

Spoga horse spring has established itself as an international industry platform.

“There is no comparable concept of a pure trade fair abroad,” explained Katharina C. Hamma, Chief Operating Officer, Koelnmesse. “This becomes evident from the constantly high internationality of the trade visitors, which was around 50 percent this year again. The trade visitors appreciate the business atmosphere and concentration

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

on the business.” Including estimates for the last day of the fair, 3,900 trade visitors from 54 countries ensured a good order level and took advantage of the presence of the international equestrian sport industry to establish new business contacts.

In addition to business and networking, the information and supporting programme of the event went down very well with trade visitors. Exclusive added value was offered at spoga horse in the form of lectures that were

extremely useful for one’s own business and live presentations.

Dirk Kannemeier, Vice President of the German Association of the Sports Goods Industry (BSI), confirmed the significance of the spring fair for the business: “The trade fair is very important for our members, because it is possible to pre-order items here for the autumn/winter collections. At spoga horse spring the majority of the turnover is made, which couldn’t otherwise be generated.”

Among others, the wide range

and good quality on offer at the trade fair ensured good order levels: According to an independent visitor survey, 67 percent of the trade visitors were satisfied or very satisfied with the range of products. Enhanced by networking and premieres, the event offered trade visitors a comprehensive overview of the industry, which in turn contributed towards the general success. Just under 76 percent of the trade visitors stated that they were either satisfied or

“At spoga horse spring the majority of the turnover is made, which couldn’t otherwise be generated”

spoga horse spring 2016 in figures: 180 companies (spring 2015: 181) from 22 (23) countries, 63% (63%) of whom came from abroad, participated in spoga horse spring. These included 62 (62) exhibitors and 3 (5) additionally represented companies from Germany as well as 112 (111) exhibitors and 3 (3) additionally represented companies from abroad.* *The visitor, exhibitor and exhibition space figures of this trade fair are determined and certified in accordance with the definitions of the FKM - Society for Voluntary Control of Trade Fair and Exhibition Statistics.

very satisfied in terms of having achieved the goals of their visit. spoga horse also convinced with top values regarding the recommendation rate: Over 85 percent would recommend a good business acquaintance to visit the trade fair.

Sales promotion through the academy, VIP Club and fashion walk

In addition to international business contacts and comprehensive information, the event programme offered exclusive added value and excellent impulses. Expert knowledge for equestrian sport dealers was the focus of the lectures of the spoga horse academy, which concentrated on the development and the success of one’s own business. To this end, experts from areas such as trade research or online marketing held lectures on themes such as increasing turnover or the use of social media in sales.

Further sales promotion impulses were set in the show ring of the VIP Club (Very Important Premieres Club): With live presentations of novelties on horses, a better understanding for the product and a direct know-how transfer for the application was conveyed to trade visitors. There were also live presentations on the fashion walk: For the third time, exhibitors of the spring event presented their collections twice a day to a full house. The visitors explicitly praised the opportunity to examine important brands in direct comparison and the presentation of the outfits in use.

Thus, both the academy and the VIP Club offered added value, which in turn enables dealers to advise their customers more efficiently.

fair Koelnmesse awarded the best specialised dealers with the Dealer’s Award for their excellent work. Horsemax from Norderstedt near Hamburg was delighted to receive the award for the ‘Best Specialised Dealer’.

BAUHOFER Reitsport & Mode from Ravensburg picked up the prize in the sub-category ‘Best Smallest Specialised Store’ (Store size up to 200 square metres) and Reitsport Centaurus from Taunusstein, Hessen was voted ‘Best Newcomer’, whilst Reitsport Fröhlich GmbH claimed the coveted trophy as the winner of the ‘Pro Trade’ special award.

Reitsport Markt Dealer’s Award

In cooperation with the trade publication, Reitsport Markt, on the first day of the trade

spoga horse autumn 2016 spoga horse autumn 2016 is being held from September 4 to 6, alongside spoga+gafa. Further information is available at www.spogahorse.com

March 2016 www.ebmonthly.co.uk

Equestrian 23 Business

serious tools for serious work

Quality Grass Seed from North Yorkshire

Ragwort & Weed Remover

It’s as easy as...

2

1

lift!

Yorkshire Green equine seeds and fertiliser available nationally from Armstrong Richardson Wholesale

• Ideal for use in the field or garden • Easily removes the most difficult and toxic weeds eg. ragwort, thistle and dandelion • Removes the whole weed – disturbs the minimum of soil • No need to use harmful chemicals

Registered Design No. 2106448

Tel: +44 (0) 1789 764848 • Email: sales@fynalite.co.uk

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

www.yorkshire-green.co.uk Tel: 01642714389 Suppliers of Pet and Equestrian products to the trade

grass management

Grazing -

repair and prepare With daylight hours increasing and spring just around the corner, we review everything you’ll need to help customers overhaul their pastures for the coming months.

E

stablishing an effective grassland management scheme on any acreage is fundamental for horse welfare.

Good pasture leads to healthy and happy horses, but many owners struggle to find the time or lack the understanding to make the correct choices for their land. As their first point of contact, being able to provide individual advice as well as recommendations, will contribute to sustaining returning customers who rely on your assistance and trust the products you stock.

Drainage

After having one of the wettest years on record, fields are at their worst with poached walkways, standing water and limited growth a common sight. In order to make them fit for purpose and able to support grazing until the autumn,

customers ought to begin the process of maximising drainage immediately.

Before any improvement to growth can be made, the pasture must be sound beneath the surface. John Keyte, Speciality Manager at Yara UK Ltd, explains: “To aid the drainage of paddocks follow simple maintenance such as keeping ditches clear, repairing damaged culverts and pipes leading to main drains, and fence ditches to avoid damage to the sides of the ditch by grazing animals.”

For clients with a smaller budget, this needn’t mean digging the ditches deeper; simply removing rubbish, plant matter and silt around drains, should be enough to make noticeable differences.

Improvements made to drainage allow the soil to warm up faster as spring temperatures increase,

Effective grassland management is fundamental to horse welfare

giving way to earlier grass and the pasture staying firmer and drier throughout the autumn.

Harrowing and aeration

Once pasture is dry enough to take the weight of a quad bike or tractor, without causing further damage or compaction, harrowing the soil will provide aeration. For fields that suffered from standing water, harrowing is indispensable as it removes dead or matted grass from around the roots, increasing space and nutrient availability, thus encouraging new growth.

However, care must be taken after harrowing a field that had a slack muck removal routine, as the pasture will be unpalatable to

“Soil should be tested every three years” horses for a minimum of six weeks and internal parasites, such as worms, will be spread across the whole pasture. Ensuring harrowing takes place in dry, warm conditions, will allow the harrowed droppings to dry out and kill any parasites, but the pasture should still be given time to recover.

To flatten out poached areas, such as gateways and walkways, and increase the area for grass growth, pasture ought to be rolled once suitably dry. For areas heavily damaged by poaching, it

Topping is recommended a minimum of once a year during spring or summer

is essential to correct the issue as soon as possible to encourage new grass to establish and lessen the competition from weeds.

John Charlton, of Armstrong Richardson Wholesale, explains: “When pastures are starting to get tired or have had a lot of winter damage, over seeding with an aggressive seed mixture, can ensure fast germination, reduce weed burden and improved grass quality. Then when harrowing and rolling in the spring, seed can be hand spread or distributed by machine on to the ground and loosely incorporated. This should be then left for 3- 4 weeks before fertiliser is applied or grazing commences so the grass can establish.”

For those without access to a chain harrow, roller or capable towing vehicle, land service providers can be hired, and so compiling a list of companies that cover the area, will be a great starting point for inquiring clients.

Reseeding

Once the soil is appropriately prepared, reseeding areas where growth is sparse or damaged will be the concern for many. The key features to consider before stocking a specific grass seed is its persistence and recovery from damage, ground cover, resistance

March 2016 www.ebmonthly.co.uk

Equestrian 25 Business

grass management Controlling weeds is fundamental for achieving good pasture.

Crested dog’s tail

important to not graze the grass too short, as it will take more time to recover in comparison to wellwatered areas.

The use of sowing herbs as a mixture with grass is well documented and it gives broad benefit, irrelevant of soil types or conditions. The properties to bear in mind when considering stocking herbs is a deep rooting

“Resistance to disease is also a major consideration when stocking certain seeds”

“Dwarf perennial and smooth stalked meadow grass are very short grazing species that add traction to the sward” to close grazing, season long growth and low nitrogen input.

Resistance to disease is also a major consideration when stocking certain seeds, as this factor decides how even the growth will be and its longevity.

John Keyte says: “Permanent pasture tends to be better for horses as it often has a wide range of grass types, with a range in flowering times, giving a more persistent growth. Some basic horse paddock seed mix may contain: perennial ryegrasses, creeping red fescues, crested dog’s tail, rough or smooth stalked meadow grass, and a small percentage of wild white clover”.

Grass species

Horses are classified as selective grazers, and wont necessarily eat the forage available in greatest abundance, so having pasture with several less palatable grass species will lead to patchy grazing.

Understanding the palatability and digestibility of various grass species will allow individual recommendations to be made concerning the requirements of customer’s horses. For those

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

requiring a palatable grass hardy enough to withstand hard grazing, such as those with limited grazing or herd kept horses, seed mixes containing Timothy, Perennial Ryegrass and Creeping Red Fescue would be good options.

However, those owning horses prone to laminitis or putting on weight ought to choose mixes containing large quantities of Meadow Fescue due to the lower fructose content. John Charlton explains: “The use of mainly diploid grasses makes a tighter sward, which added to creeping species and timothy results in a robust sward. Dwarf perennial and smooth stalked meadow grass are very short grazing species that add traction to the sward.

Using such species ensures the combination is a long term, dense and persistent mix which will give many years of use.”

For customers managing in dry soil conditions, successful pasture comes primarily from using the correct species of grass. Reducing compaction will allow the grass to grow more freely and improving the potash index will improve water control in the plant. It is also

capability, mineral content (the higher the better), if it is drought tolerant and any beneficial effects against internal parasites. John Charlton says: “To maximise the benefit from grazing herbs, small areas can be seeded as a ‘herb garden’ to be grazed down then to be left to regrow. The benefit from this two fold, the horse gets a controlled intake of herbs for a period time and the herbs get the chance to recover when fenced off.” Although some weeds have beneficial health qualities, it is worth noting that once they grow and get woody, they become unpalatable to horses and so will likely need removing before becoming fully established.

Weed control

Controlling weeds is fundamental for achieving good pasture.

Removing unwanted plants reduces competition for resource such as light, water and nutrients, ensuring the grass has optimum growing conditions. This becomes increasingly important when consider ing poisonous plant varieties, and having the ability to educate clients about their Manure removal is key to preventing sour pastures

appearance and associated risks is a must. “Some poisons have a slow cumulative effect on the horse, gradually causing deterioration in the temperament, decreasing resistance and condition and finally producing clinical sign’s of ill health,” explains John Keyte. “The most common poisonous plants in the UK include ragwort, yew, laburnum, bracken, and horse tail.” As stated in the DEFRA Code of Practice to prevent the spread of ragwort, those who disregard the need for the weed’s control can face prosecution by the government under the Ragwort Control Act 2003, and so clients should be recommended to treat the weed at the rosette stage.

While hand pulling weeds and removing the roots is very effective, it is also time consuming and may not suit yards with a small workforce. However for individual horse owners with minimal land, it is a suitable and accurate technique, so products such as ragwort forks, protective gloves and spot treatment root killers should be adequately stocked. For those with greater land or a lack of time, pastures can be mown or topped. Topping is recommended a minimum of once a year during spring or summer, but not too frequently as this can damage the grass root system.

Not only will it remove weeds, it will also improve pasture by encouraging the grass to establish a thicker turf, new leaf growth and decreasing the opportunity for weeds to re–establish. However it is important to remind individuals that when one either of these methods are used, all pulled or mown weeds must be removed from the paddock before horses are turnout out in the vicinity, as many poisonous weeds become more palatable to horses when wilted or dead.

While spraying pastures with

grass management herbicides is an effective way to remove weeds, clients must understand this can have a negative affect on the current grass, so steps must be made so as not to inhibit growth or kill off required species. The application of professional grassland herbicides, such as Pastor, Doxstar Pro, Grazon Pro and Thistlex, can only be carried out by a suitably qualified farmer or contractor, therefore when clients express an interest in such products, put them in touch with an SQP in the local area.

Soil testing

One commonly overlooked area of pasture maintenance is routine soil testing. Not only does this take a measure of the current soil nutrient level, it also highlights the requirements for fertiliser.

John Keyte recommends soil should be tested every three years, which costs approximately £30 per field. He explains: “A pH test measures the acidity of the soil, and this is vital to ensure your grass grows well. For optimum grass growth a pH of 6.0 - 6.5 is desirable, and where soils are too acidic (low pH) growth will be severely restricted.

If the soil analysis shows a low pH reading, lime should be applied to raise it to the correct level. A

“Those who disregard the need for the weed’s control can face prosecution” recommended lime requirement will be given with the soil analysis results.” Analysing the soil nutrient levels will highlight the levels of phosphate and potash in the soil, which are vital for strong, Wet winters mean mud and lots of it

Using sheep and cattle to graze down areas of rough grass helps to improve grazing

“The process of sheep moving around the pasture helps to level out the damage caused by horses’ hooves” healthy plant growth, a good root structure and can aid drought resistance. Nitrogen is also essential for healthy plant growth, however for clients with laminitic horses and ponies, they must avoid applying high quantities in single dressings as this leads to very lush growth.

Fertilisation

Correct fertilisation will make up for any low nutrients and should be carried out from mid March onwards as long as there is evidence of grass growth. It is also advisable that horses be removed from fertilised pastures for 10 days after application to allow the fertiliser to dissolve into the soil and allow grass to begin growth. The wrong type, unnecessary application or applying excessive amounts of fertiliser will produce rich grass, which may cause colic, laminitis or obesity. There are fertilisers specifically for equine pastures.

These compound fertilisers often contain magnesium, sulphur and low levels of trace elements essential for both plant and animal

growth, to encourage steady growth throughout the season.

Those that are packaged in 25kg bags make for easy handling, and can be applied either through a mechanical spreader or by hand.

Hay production

For individuals wanting to use their pasture to crop hay as well as use for grazing, a compromise must be made to ensure area and output is maximised. John Charlton explains: “If hay and haylage production is the aim for the paddock, a mixture containing mainly diploid Ryegrasses should be used which will result in a peak growth period for cutting.

This mixture can have Creeping Fescue and Timothy added to improve grazing characteristic later in the season.” For hay crops to be successful weeds must be controlled and bagged fertilisers, with slow release nitrogen should be applied if needed. Providing customers with information regarding farmers or contractors capable of cutting and bailing the crop will also prove incredibly useful.

Cross grazing

Individuals struggling with grass control or on a limited budget regarding machinery, may be interested in advice concerning cross grazing. Using sheep and cattle to graze down areas of rough grass the horses avoid allows for more palatable competitor species to grow into the space, as well as controlling the overall level of grass making it a suitable option for good-doers.

The process of sheep moving around the pasture also helps level out the damage caused

by horses’ hooves and as most parasites are species-specific, cross grazing can help reduce the pasture’s burden of equine parasites. However, fencing must be improved or altered to ensure the protection of all grazing animals.

Maintenance

Once a successful scheme is put in place and customers become more familiar with the products on offer, attention can be turned to maintenance. If acreage allows, pasture should be rotated during the summer months and paddocks rested. If required, a further dressing of fertiliser can be applied in late May/early June to sustain grass growth until the end of the season, as autumn grass deteriorates very quickly.

Those with limited grazing space may require strip grazing to ensure they do not damage their grass by overgrazing and as an attempt to limit the effect of poaching, field mats or hardcore may be of interest to customers, as long as they are delivered before the autumn sets in.

Pasture maintenance is an on–going process, but being able to give advice and recommendations, alongside stocking a range of useful supplies, such as grass seeds mixes, fertilisers and herbicides (suitable for non–professional use) will be a very welcome addition to your range, all year round.

For further information go online: www.yara.co.uk and www.yorkshire-green.co.uk

March 2016 www.ebmonthly.co.uk

Equestrian 27 Business

Marketing

Online Branding and Social Media Effective online branding can be established through a number of mediums including blogs, websites, and social media. However, in order to successfully build and grow your brand, you must create a consistent brand image for each of your online mediums.

O

ne of the most important parts of online branding is to keep a consistent image across all of your online accounts so that no matter what path a visitor takes, they will always know when they’re faced with your brand.

Guide People to Your Profiles Avoid hiding your social media presence; instead, flaunt them by putting social media icons on your website and blog allowing visitors to see you are active on social media. By placing the icons on the header, footer or menu bar, you can be guaranteed that visitors to your website will see

28 Equestrian March 2016 Business www.ebmonthly.co.uk

these and will be more likely to engage. If you send emails or newsletters regularly, add social links to your signature.

Be Search Friendly!

You want people to be able to find your social media pages and blogs with ease. Therefore, if someone was to Google ‘Twitter’ and your brand name, they should instantly be able to find your Twitter handle in the search results. For this to happen, make sure that the name of your brand name is the same as the handle or username of your social media profiles.

Engage with your Followers, Fans, and Subscribers

To build a strong presence on Twitter and showcase your brand’s authority in your industry, you need to get involved with those who follow you. Some ways to engage include monitoring brand mentions include the use of Hootsuite which constantly update you with any mentions of your brand. This can be slow to start out with, however, by keeping posts consistent by asking for retweets, you’re following will soon become loyal to your brand.

Create a Blog with Great Content

Blogs are an excellent and easy way to rank on search engines.

The better the content of your blog, the higher the traffic will be.

Consider using tutorials, videos, guides and even interviews to draw readers to your blog posts.

You want to look like you know what you’re talking about, so don’t write a blog on a subject matter that you’re not confident about – readers will quickly pick up on this. Instead, you may want to hire a professional agency to research and write your blogs for you, providing you

marketing with spare time to focus on other areas of your business. Also, much like social media, if readers comment on your blog posts, ensure to engage with them by responding.

Use Customer Testimonials to Your Advantage

If customers have left good reviews of your businesses products or services, you can capitalize on these by featuring them on your website and even social media. Having real clients share real experiences instills confidence in prospective customers and gets your brand name out there.

Effective Social Media: What Can You Learn?

Social media has now been around for a long time, but as it continues to grow, it seems like there’s something new to learn every day. However, it’s very important that you take the time to understand how you can make social media work for you and how it can benefit your business.

Ultimately, it’s fairly simple to reach out to your followers and grow your fan base over time.

Be Interactive

The entire basis of social media’s existence is interaction.

Facebook, Twitter, Instagram, and even LinkedIn are all online mediums used to interact and share messages with others.

Studies show that people who use social media engage more with stories than they do with statistics. With this in mind, you should always try to create punchy, interesting copy that will draw a reader in.

Think about what you like to read about or what appeals to you on social media. Using videos, images and links are great ways to engage readers. If there’s something of interest to be viewed, you’ll find that more visitors interact with your posts.

This, in turn, can lead to posts being shared, meaning that a wider audience will have visibility of your business.

Social media users love getting responses from businesses. If people leave comments on your page, tweet you or comment on a photo, be sure to reply.

Providing a response, whether the original message was good or bad, demonstrates a sense of loyalty to customers. Always appear to be on hand to help.

Be Open and Honest

Choose the Right Channel

Before you jump right into social media, take some time to understand what each channel is for. For example, Instagram is for pictures, so you could share an important or appealing image of a product or service with a small blurb underneath. Alternatively, Twitter is a platform for small updates (40 characters or less). You would use this medium for brief but punchy announcements. Of course, the functions of the different social media channels can cross over in some circumstances and integration can be beneficial.

Many social media platforms offer statistics on those who visit your page. From demographics to likes and interests, it’s important you have an understanding of your visitors so that you can use it to your advantage. If you learn what your customers likes and interests are, you can tailor your content on each channel to reach out to these individuals.

Social media channels, if effective, will be where most of your customers visit. Therefore, it’s essential that you don’t pretend to be something you’re not. If you sell discounted items, don’t pass them off as highquality, and if your company doesn’t sell the highest quality leather goods, don’t claim that it does. Being open and upfront about what you and your company are about is the best way to attract and retain custom.

Online Marketing Tools

If you need some help with getting your online branding and social media up and running, specialist PressPoint Countryside and Equestrian is only a call or an email away.

Tel: +44 (0)1953 851513. Email: mail@presspoint.co.uk

March 2016 www.ebmonthly.co.uk

Equestrian 29 Business

Worming

Q

What do you look for in a worm egg count - I’ve heard a worm egg count doesn’t show all the worms?

A

A word on worm egg counts Following last month’s feature on worming, we received some requests for more information on worm egg counts that can be passed on to customers. Gillian Booth, SQP Westgate Laboratories offers some advice.

Q

When a customer asks, ‘what is the best time of year to start doing worm egg counts’ what answer should I give?

A

There are really two answers to this.

1. Ideally the horse will have had a winter dose of moxidectin to treat encysted redworm. The timing of the dose can vary slightly, November- February, so the first worm egg count of the year will follow three months later. This is generally early spring. From there counts should be used approximately every three months for a healthy adult horse and anthelmintics only prescribed for counts above about 200 epg.

2. A worm egg count is

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

appropriate at any other time too, for instance in the following situations: In place of a planned routine wormer in order to reduce doses, for a new horse, a horse looking poor, to use as a reduction test two weeks after worming checking the efficacy of the chosen drug. Tests can also be performed right through the winter in some circumstances and many high counts are still seen at this time. It is a myth to imagine that all worms encyst and cease egg laying especially in the milder winters experienced recently.

Q

When a customer asks ‘How often should I carry out a worm egg count’ what’s the best advise I can give him or her?

A

The usual pattern for a healthy adult horse is to follow the four seasons using a count at each quarter plus a winter dose for encysted redworm using plain moxidectin or 5-day Fenbendazole if there is not too much resistance. Anyone using fenbendazole should establish the level of resistance by using reduction tests.

For perfection add in two Equisal saliva tests for tapeworm at six month intervals. This can be spring/autumn or summer/ winter, or any other convenient pattern. Only give further wormers if the tests show they are necessary.

For foals and youngsters use the tests to monitor the efficacy of the dosing regime.

This phrase is often heard as an excuse for not using tests.

In fact, the worm count covers the majority of important horse parasites if used intelligently taking into account some relevant facts.

Strongyle eggs are the most common eggs seen in a count.

These can be both large and small redworm eggs. Obviously encysted stages of redworm are non egg laying so may be present in the horse without evidence.

Parascaris Equorum, ascarid eggs or roundworm are frequently present.

Anoplocephala, tapeworm eggs are often present but this test is not definitive for tapeworm so use the saliva test instead.

The worm egg count covers all the major worms affecting horses.

Q

My customers ask ‘what’s the point of spending money on a worm count when they might have to buy a wormer anyway’?

A

This is always a good question.

Try to explain to customers that the majority of horses are being given drugs which they don’t need. 80% of worms are carried by 20% of horses. Results from the new tapeworm saliva test are showing that only about 27% of horses actually need tapeworm treatments. Blanket worming of the whole herd is unsustainable in the long term so doses need to be

other considerations ❚ Bots are covered by giving a winter dose of moxidectin. ❚ Pinworm signs are usually present in the horse. If he is rubbing his tail and perhaps causing bald patches then suspect pinworm. Often the thin white worms can be seen in droppings. A sellotape test can be performed to check for external worm eggs under the horse’s tail. ❚ Liver fluke and lungworm are more unusual problems but tests are available at certain times of year to fit in with parasite life cycles.

Protecting prescribing At present equine wormers may be prescribed by vets, pharmacists and SQPs. This system is unique to the UK, is under threat and may change.

Samples being tested in the laboratory.

targeted where they are needed.

The point of spending money on a worm count is to save unnecessary dosing, to make sure that the worming programme is working, to keep wormers effective in the future, to take control of the horse’s worm status.

Many horses which have been ‘regularly wormed’ still have significant worm burdens which are undiscovered until there is a problem. Many young horses in particular do not receive sufficient worming but owners are unaware unless they use worm counts.

Once established on a testing programme the worm count results usually improve and fewer anthelmintics are needed. This leads to cost savings in the long run, healthier horses and good parasite control.

Low levels of parasites in horses are acceptable and even thought to be healthy, and do not need treating. Do not attempt to eradicate all worms.

With resistance now evident to all drugs used to treat worms in horses they should be seriously worried for the future of keeping horses. In particular moxidectin is currently the most effective and useful, as it treats encysted redworm, and it is imperative that it is not over used. Over use will lead to resistance and once there is major resistance to this drug there will be nothing left to effectively treat known ‘wormy’ horses or encysted stages of redworm. Studies show that in some cases the ERP (egg reappearance period) for moxidectin is already down to 8-10 weeks instead of 13 weeks and this is the first sign of resistance.

Q

When a customers asks ‘I’ve just bought a new horse with no previous worming history, what should I do’ – what’s the right answer?

Q

Can customers test their horses again after worming to check if the treatment has been successful?

A

A

Q

Firstly, advise them to keep the new horse separate from others. Then establish the current worm status with a worm egg count. Take into account the condition and circumstances of the horse. If it is in good condition worm with moxidectin/ praziquantel. For rescues and neglected animals seek veterinary advice.

Test two weeks after worming to establish whether the wormer has worked. This is called a reduction test. There should be at least a 95% reduction in the count post worming. Be aware that some reduction tests after fenbendazole actually show an increase in the count. Worm resistance to any drug may be partial or total.

What wormer would you recommend for a count of 5000epg strongyle eggs?

Q

What other management ideas could I suggest to customers in order to reduce the worm burden?

A

A

If the horse is in good condition use moxidectin to reach all stages.

If the horse is in poor condition use 5 day fenbendazole. If in doubt seek veterinary support.

Keep burdens down by: not overstocking, regular poo picking at least twice a week, cross grazing with other species if possible, rotating pasture.

The BVA has already advised vets to only prescribe anthelmintics where they are really needed. This means that it is important to have knowledge of the parasite status of the horse by basing worm control on tests.

SQPs cannot be seen to fall short of the guidance given to vets.

There is enough pressure from the politicians in Brussels who would like to sweep away the current successful UK prescription system. SQPs are in a very privileged position from the point of view of educating owners to implement better worming practice.

As the front line when it comes to selling worming products they should be able to use their expertise and knowledge to persuade customers to adopt a modern, sustainable approach to parasite control and only treat the horses shown to need it.

March 2016 www.ebmonthly.co.uk

Equestrian 31 Business

Competitive disciplines

Starting the season in style When it comes to competition day, every rider wants to turn heads with their score and turnout, so its time to update stock to the latest designs with these competition must haves.

N

o matter the level, looking good and feeling good at a competition makes all the difference to horse and rider. Most riders will choose to shop in store, rather than online, for their competition wear, therefore it is essential that your stock reflects the current trends and offers a variety of options to suit individual taste.

The biggest concern for most riders is finding a good hat to see them through the season.

Hats

Lightweight and well ventilated designs, with comfortable padding and secure fastenings will be at the top of the list, but ensure stock covers both fixed peak and skull cap options, for those competing in cross-country related events.

Understanding the helmet safety requirements is very important, and popular riding hat standard (BS)EN1384 is no longer permitted for use in competitions (other than

Ensure stock covers both fixed peak and skull cap options

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

Lightweight and well ventilated designs, with comfortable padding and secure fastenings will be at the top of the list

Different styles and finishes are a must to satisfy all

British Dressage up until 2017), so previous stock ought to be marked to ensure it is not confused with the current BHS-recognised standards (PAS015:(1998 or 2011) with BSI kitemark and VG1 01.0404: (2014 -12) with BSI kitemark).

Body protection

Another area of protective wear to stock is body protectors and air jackets. For competition riding, body protectors must be of Level 3 standard (purple label) and meet the BETA Body Protector Standard 2009.

Those planning on wearing air jackets must be made aware they are required to also wear a body protector of Level 3 standard beneath it.

For those with limited stock capabilities, carrying a range of jackets and shirts may not be feasible, therefore compromises will have to be made regarding the price and design. Sticking to basic colours and most popular sizes is a good starting

their mind there and then, rather than returning home and perhaps turning to the internet to buy.

Boots

Long boots should be made available all year round, allowing time for riders to wear them in before competitions, and a range of spurs in a variety of sizes, as well as replacement straps, would make for useful stock.

Gloves and accessories

For competition riding, body protectors must be of Level 3 standard

point and developing an ordering system from suppliers will help those with limited options.

Legwear

Jodhpurs and breeches ought to be flattering yet functional, in white and beige as well as a selection of dark shades.

There are brands offering the very latest in heat control and flexibility but for many riders, comfort is a priority and so will remain loyal to a favourite brand, unless other manufacturers are able to offer something better in their opinion. It pays to have a selection of both jodhpurs and breeches in stock as many like to wear shorts boots, in which case they are likely to choose jodhpurs and perhaps a pair of gaiter or short chaps to give a long boot appearance Breeches will always be favoured for those wearing long boots. When selling jodhpurs, ensure you have somewhere that customers can try them on, with a long mirror as this helps them to make up

The last essential in regard to rider wear is well fitting and breathable gloves. Leather designs are more popular than cotton options for adults, while children find the flexible materials with rubberised microdots more effective.

Carrying a good range of accessories to complete outfits isn’t necessarily a priority for retailers, but a small selection of plain belts and jodhpur clips will be essentials for those in showing circles, and while canes and crops are frequently overlooked areas of stock, they are very important for those competing.

For cross country, not only have hat standards been changed, but now riders of all levels in British Eventing will be permitted to use a stop watch during the cross country phase, and it may be lucrative to offer such items if serving a number of affiliated riders.

For the horse

When it comes to the horse, protection and prevention become the most important area of sales. Maintaining a comprehensive selection of boots, mainly over reach, tendon and brushing boots, will always make for good sales as riders are constantly looking to keep their horses safe. Post exercise

care is also an important area to cover, offering products that alleviate hot legs, dehydration and refreshing washes to give hard working horses relief.

In terms of saddlery, it is unlikely riders will be looking for all new tack, and supplying replacement leatherwork such as reins and stirrup leathers should suffice.

Nevertheless, there is currently a trend for personalised or bejewelled browbands and offering a small selection of subtle designs may tempt some riders. Non–slip and non–rubbing

“Sticking to basic colours and most popular sizes is a good starting point” numnahs are also very important pieces of kit, especially those with large free areas that allow for personalised embroidery.

Competitions go hand in hand with travelling so stocking good value spares, such as headcollars, haynets, water containers, buckets and small first aid kits will cover all basis. Plaiting kits and bands, together with chalk and quarter markers can all prove useful to wide range of competitors, not least those heading for the show ring.

Be prepared Having got their kit sorted, most competitors like to be prepared for show days and will spend time cleaning their tack well beforehand. Having shelves full of cleaning products for both leather and synthetic goods will entice customers to buy and

xxxxxx

Complementary items such as kit bags will ensure add on sales

Having shelves full of cleaning products for both leather and synthetic goods will entice customers to buy

Jodhpurs and breeches ought to be flattering yet functional

placing other complementary items such as bridle bags and saddle covers to keep everything in the best of condition once cleaned will ensure add on sales.

One stop shop

Most successful businesses rely on repeat custom and this stands for equestrian retail outlets as much as any other business. It is there sensible to ensure you have as wide a range of stock as possible. Keeping customers browsing your shelves and parting with their cash into your till, rather than having to go to a competitor’s premises to complete their purchases, makes the best of business sense.

xxxxxx

Long boots should be made available all year round

March 2016 www.ebmonthly.co.uk

Equestrian 33 Business

PROVENT 3.0 A new generation of lightweight, breathable protection.

EN13158:2009 LEVEL 3 BETA 2009 LEVEL 3 FOR MORE INFO VISIT WWW.RACESAFE.CO.UK

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

Competitive disciplines

Pick of the products

With the competition season gearing up, here’s a quick round up of products aimed at this element of equestrianism.

Racesafe Provent 3.0 Racesafe’s Provent 3.0 is a new generation of lightweight, breathable body protectors, offering the highest European & BETA 2009 Level 3 protection.

Developed using the latest protection technology, it has double ventilation via the perforated protection and breathable net outer as well as increased flexibility due to the 70 independently hinged sections and slim line design.

www.racesafe.co.uk

HiWither Half Wool Saddlepad – Close Contact The 5oz quilted pad is cut to fit close contact saddles with the HiWither aspect allowing the pad to fit right up inside the saddle’s gullet, to prevent pressure across the withers. The lightweight half wool lining provides extra protection over key pressure points and also promotes comfort as it absorbs up to 30% of its weight in moisture to keep the horse dry- all this at the same time as allowing close lower leg contact.

It comes with short d-ring straps as standard and has ample space for embroidery.

Equus Overreach Boots Equus Overreach Boots are quick and easy to fit, won’t rub and can simply be rinsed clean after use. Even in cold winter weather the boots remain flexible and they always provide outstanding protection. The high rubber content allows the ‘Pull On’ Overreach Boots to stretch easily over the horse's hoof for quick and easy use. The boots are also available with Velcro fastenings if preferred.

www.katenegus.com

Legs R Cool

www.equimins.com

Classic Showjumps Tack Pack Featuring two fixed saddle racks and two bridle hooks, the lockable black product accommodates two saddles, bridles, bandages and a grooming kit, along with boots and a hat. Wheels and a large integrated handle ensure that the Tack Pack is easy to manoeuvre. Constructed from rotomoulded premium UV stabilised polyethylene construction, it is crack-resistant, highly durable, easy to clean and maintains colour and smart appearance long-term.

www.classicshowjumps.com

Good reins are a must-have for anyone who competes, whatever sport they participate in and Kate Negus’s X-Suregrip are perfect for the job.

These popular reins have very soft rubber grips that are easy to hold and provide excellent grip in all conditions.

The grips cover a nylon core for additional strength and are then securely stitched onto top quality English leather ends. X-Suregrip Reins are available with buckles, hook stud or clip fastenings to coordinate with other items of tack.

www.abbeyengland.com

Legs R Cool is a clay poultice that can be applied to the horse’s legs after vigorous exercise. The product is made using natural clays and contains a number of other ingredients such as microlat, aloe vera, witch hazel and arnica, to help support recovery. Legs R Cool should be applied to clean legs after exercise, to help soothe, cool and tighten hot, tired legs.

www.nuumed.com

X-Suregrip Reins

WING Saddle Pad The Wing saddle pad is scientifically proven to exert no pressure on the horse behind the saddle, over the lumbar spinous processes and significantly less mean pressure in all gaits when compared to conventional saddle pads. The science shows that the horse has total uninhibited freedom of movement without localised pressure induced discomfort, rubbing or pain. The pad has eliminated problems associated with rubbing and sores through its innovative design and comes in a variety of discipline specific designs.

www.hrpequestrian.com March 2016 www.ebmonthly.co.uk

Equestrian 35 Business

HORSEHEATH NUTRITION Performance Products for Performance Horses

The Horseheath Range of Coarse Mixes and Supplements are suitable for almost all horses, and in particular meet the high nutritional needs of breeding, sport and show horses.

Horseheath provides a specialist service for customers whose horses have particular requirements for condition, competition and breeding, and offers nutritional solutions for problems such as temperament and control, stamina, stiff joints and impaired mobility, feed allergies and intolerances, and optimising gut health and performance.

If you have customers with specific problems, call us to find our how our feeds can help.

Trade enquiries welcome.

Find us on

gravenhorse@hotmail.com 0844 8844850 lo-call or mobile 07721 384508

www.gravenhorse.co.uk

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

Equine Nutrition

Worries about weight Loss

Owning a horse that fails to maintain weight is extremely worrying and retailers often find themselves at the end of a customer’s request for help.

We asked equine feed manufacturers a number of questions to shed some light on providing the best advice in order to answer these distressed owners’ questions and allay their concerns.

Assessing condition

The first thing to establish with a customer is whether their horse actually ‘is’ underweight. Unless is it blatantly obvious that a horse is in poor condition, the first thing to advise is that the owner carriers out a Body Condition Score (BCS) to get a clearer picture of physical condition.

Most equine feed manufacturers and nutritionists agree that condition scoring is the most usual place to start when trying to evaluate the amount of fat on a horse's body.

Robert Fowler, equine nutritionist at Smart Horse Nutrition explains that there are two grading systems that can be used to asses a horse’s condition, the system devised by Henneke scores from 1 (emaciated) to 9 (extremely fat). The second, which is generally the one used in the UK, was developed by Carroll and Huntington (1988) which grades horses from 0 (emaciated) to 5 (obese) and allows for half scores for more accuracy.

On the Carroll and Huntington system a score of 1 is rated as Poor with the following points Pelvis: Prominent pelvis and

croup. Sunken rump but skin supple. Deep cavity under tail.

Back and Ribs: Ribs easily visible.

Prominent backbone with sunken skin on either side.

Neck: Ewe neck, narrow and slack base.

Whereas a good score is classified as 3, which should be the ultimate aim for any weight gain. It is described as: Pelvis: Covered by fat and rounded. No gutter. Pelvis easily felt.

Back and Ribs: Ribs just covered and easily felt. No gutter along the back. Backbone well covered but spine can be felt.

Clare Barfoot, registered nutritionist at Spillers says that, “while there are several BCS systems available, using the 1-9 allows for a more accurate assessment.”

“Assessing the whole horse is also important when considering weight loss,” adds Dr Tom Shurlock of British Horse Feeds.

“Is the horse alert and inquisitive, does he have a relaxed stance with no untoward movement (shifting weight, pacing or tying up), are any stereotypical behaviours displayed such as cribbing or wind sucking? Does the horse have a good appetite,

pale coloured urine, and firm, fibrous droppings and have his teeth been checked?”

Susie Blackburn of Honeychop advises that in addition to condition scoring customers can also use a weightape. “However, many vet practices have a weighbridge and are happy to let clients use it for free,” she adds. “There is nothing more accurate and it is very interesting getting horse owners to guess their horse’s weight before the horse stands on the scales - most owners underestimate their horses weight considerably!”

Reasons for weight loss

“In the first instance it is important to rule out any medical condition that could be the cause of sudden weight loss and a veterinary examination will be needed to do this,” says Fiona Thompson, Nutritionist at Silvermoor. “Having acted upon vet advice who will also check the horse’s teeth we can then think of how we can increase the horse/ pony forage intake which will be the main factor in achieving weight gain.”

Wind chill can cause 10% body heat loss before the horse starts to shiver

March 2016 www.ebmonthly.co.uk

Equestrian 37 Business

EquinE nutrition

A few simple questions that you can ask the horse’s owner to asses each individual case are:

Q

Has the weight loss been sudden or gradual?

A sudden weight loss can indicate a recently provoked condition or change in some aspect of the horse’s feeding. It will be important to talk through any changes that have been made to the horse recently and any other indications which may help to establish the issue. Could there be some external influence causing stress? A gradual weight loss may indicate a progressive underlying issue.

Q

Has the vet assessed the horse?

If an owner has concerns over the health of their horse they should always seek veterinary advice as it is impossible for retailers to rule out every possible cause without physically examining the horse or pony.

Q

Has it had its teeth checked and treated if necessary?

Poor dentition is a common cause of weight loss in horses.

Teeth should be checked regularly and thoroughly.

Q

How old is the horse?

As horses age their nutritional requirements can alter, understanding the age of the horse can enable you to give informed advice on which feed is most appropriate for their needs.

Also try to determine:

❚ What sort of activity is the

❚

❚

❚ ❚

horse undertaking, including frequency and duration?

Does it have access to grazing or ad lib hay/ haylage?

Are they providing extra fibre and is a hard feed or balancer/vit&min supplement in use to ensure a balanced diet?

Are the correct amounts of each being fed?

Does the horse have any known conditions – IR, Cushing’s, Laminitis, EGUS for instance?

“It’s important to spend quality time with the horse owner asking many questions including management, age, bred, workload, stabled, quality of feed/hay, rugs, stress and so on,” says Susie Blackburn of Honeychop.

“Never assume anything - I was once told a story about how a horse owner was feeding a pony 6 scoups of mix a day and was concerned the pony needed more. If this was the average feed scoop then you were looking at approximately 6kg a day of hard feed - it turned out the scoop was a very small yoghurt pot!”

xxxx

38 Equestrian EquEstrian March March2016 2016 38 BusinEss www.ebmonthly.co.uk Business www.ebmonthly.co.uk

Fibre First

Fibre is the main component in any horse’s diet; it does not only provide the horse with essential nutrients and calories but also encourages motility of the gut.

“Horses are trickle feeders; their digestive tract has been designed to have a nearly constant supply of fibre through it,” explains Jessamine Kellett, Dodson & Horrell Nutritionist. “In general, we talk about providing a horse with 2% of their bodyweight in fibre over a 24 hour period.

This includes grass, hay and/or haylage.”

Research is ongoing regarding equine nutrition but in recent years a diet low in fibre and high in starch has been linked to many diseases including laminitis, Equine Gastric Ulcer Syndrome, Polysaccharide Storage Myopathy (PSSM), Developmental Orthopaedic Disease (DOD), Equine Rhabdomyolysis Syndrome (ERS) and colic. This highlights the important role of fibre in a horse’s diet.

The National Research Council committee on nutrient requirements of horses stated that “The goal of feeding management is to efficiently supply dietary ingredients in

"Haylage contains more moisture than hay so 20-50% more by weight needs to be fed than hay” amounts that will meet the horse’s nutrient needs, while still retaining the horse’s normal feeding behaviour” (NRC 2007). The horse’s normal feeding behaviour is trickle feed fibre.

Clare Barfoot, advises retailers to make sure the forage a customer is feeding their horse is of good quality. “If a horse is underweight feed it ad lib forage (as much as it will eat). Haylage contains more moisture than hay so 20-50% more by weight needs to be fed than hay. If a horse has trouble chewing long fibre suggest your customer tries a short chopped alternative,” she adds.

“Food spends a relatively short period of time in the small intestine where starch, sugar and some vitamins are absorbed and a long time in the large intestine along with the billions of

microflora which break down the feed into components that the horse can absorb,” explains Robert Fowler, Smart Horse Nutrition.

“The horse can get the majority of his nutrition from fibrous forage and certainly a lot of horses can stay very fit and healthy on a forage only diet.”

Are the correct amounts of feed being fed

ingredients

“In general, ingredients such as soya and sunflower provide protein while oil and cereals provide energy. Fibre sources are needed to maintain digestive health, and in their short and long chop form, increase chewing time.

Some fibre sources such as soya hulls, sugar beet and alfalfa can provide an excellent source of highly digestible energy. The most important consideration is to provide a combination of nutrients to provide a healthy, balanced diet,” says Clare Barfoot.

Customers who are feeding the recommended amount of a low energy feed but whose horse needs to gain weight, will benefit from stepping up to a conditioning feed,” says Jane Buchan at Baileys.

“Likewise, those who are adding a plethora of straights, like barley, flaked maize, beet pulp or linseed, to a mix or cube are also likely to get better results from a specially formulated mix or cube. Their combination approach is highly unlikely to provide a balanced diet with all the vitamins, minerals and protein the horse needs to thrive.”

energy demands

“As a rule of thumb, for a horse with little or moderate levels of energy, at least 80% of their energy requirement is simply to keep alive and to maintain their bodyweight,” says Dr Tom Shurlock. “Any extra requirement – exercise, growth, pregnancy –

Fast Fibre® – suitable for laminitics

Fast Fibre®® ➤ Low Low calorie, calorie, barley barley and and molasses molasses free, free, ➤ low starch starch and and low low sugar* sugar* low ➤ Ideal Ideal for for older older horses horses and and ponies, ponies, ➤ and those with poor teeth and those with poor teeth ➤ May May be be fed fed as as aa partial partial or or complete complete ➤ hay replacement replacement hay ➤ Super Super fast fast soak, soak, in in just just 30 30 –– 60 60 seconds seconds ➤ ➤ Includes Includes linseed linseed for for aa glossy glossy coat coat ➤

For friendly friendly and and helpful helpful advice, advice, contact contact our our For award-winning nutrition nutrition helpline helpline today today 01362 01362 822 822 902, 902, award-winning email helpline@allenandpage.co.uk helpline@allenandpage.co.uk email Quote Ad Ad Reference: Reference: 44 laminitics laminitics Quote

When compared compared to to traditional traditional diets diets with with comparative comparative energy energy levels levels ** When

www.allenandpage.com

March 2016 www.ebmonthly.co.uk

Equestrian 39 Business

EquinE nutrition

StockiSt training: caSe Study One of our aims is to help retailers to answer queries from customers about equine nutrition such as a horse that is losing weight. We offer a free stockist training programme available to all HorseHage and Mollichaff stockists. It allows members of staff to expand and refresh their knowledge of the whole range as well as some conditions they may be asked about. We want to provide them with as much information as possible to enable them to answer customers’ product and feed enquiries.

needs extra energy.”

Jessamine Kellett explains further that calories for energy are essentially the same for weight gain; therefore matching the right calorific diet with the horse’s bodyweight is very important. If the input is less than the output, the horse may not be able to maintain their bodyweight; therefore you would want to consider a diet that provides more calories to match the energy output.”

“In simple terms if a customer’s horse is losing weight it needs more energy, and if it is putting weight on it is a receiving too much,” says Clare Barfoot.

Practical measures to prevent weight loss Other than feed, there are many other things to consider in order to maintain or increase a horse’s weight. “Advise your customers to give their horse access to shelter and warmth,” says Dr Tom Shurlock. “Wind chill can cause 10% body heat loss before the horse starts to shiver, after which it accelerates. Ensure unrestricted access to feed and water. If given a balanced diet a horse is unlikely to overfeed, and so restricting feed is unnecessary for poor doers. If in groups, make sure all horses are getting their fair share.

If conditions – such as weather, temperature – get poorer, offer a bit more feed. Tell customers to not be unduly worried if their horse loses a ‘little’ weight over winter, as he’ll easily gain it in spring.”

Teeth also need to be checked every six months and a worming

EquEstrian March 2016 40 Equestrian BusinEss www.ebmonthly.co.uk Business

The training is done via a questionnaire which can be downloaded online and printed off to fill in and post back. All applications that are answered correctly will receive a free framed certificate and a branded ‘Feed Adviser ‘polo shirt.

We also have feeding advice sheets that can be downloaded from the website for various conditions, including one for ‘Feeding for Condition’.

Said Chris Tar, of HorseHage: “Hopefully this training will give retailers a deeper understanding of our products

programme that incorporates a FWEC programme should be followed.

“Feeding environment can have significant impact on weight loss,” says Silvermoore’s Fiona Thompson. “Understanding a customer’s feeding regime can suggest causes for the inability to maintain condition. Are the horses in heavy work and, if

and to which type of horse and pony they should be fed, and if retail outlet staff are knowledgeable about the products they are selling, it gives customers a lot more confidence when making a decision about which products to purchase.”

If you or your staff would like to participate, please visit www.horsehage.co.uk and click on Contact to access the Trade Page. There are four staff training questionnaires which can be downloaded, printed off, completed and forwarded to your licensed producer for assessment.

its feed, moving it across the box and rendering it inedible by standing on it or dragging it through muck. If the stabled horse is a shy feeder it may still feel intimidated at feed times by the horse next door even if it can not reach it. It may be a good idea to place all feed and forage in the quietest corner possible and moving stables if it may help.”

"Customers who are feeding the recommended amount of a low energy feed but whose horse needs to gain weight, will benefit from stepping up to a conditioning feed" so, has their feed intake been increased accordingly? Is the horse stabled or out in the field, if it is in the field do they have sufficient grass or is it necessary to supplement with other forage?

Have they access to good clean water? Has the water supply been checked for contamination? Is there any possibility the horse is suffering from a worming issue?

By establishing the answers to these questions it should give the retailer a better understanding of the situation and allow them to give appropriate advice to the owner.”

“In addition, a stabled horse who is not a good eater can cause significant waste by playing with Cheap fillers have no place in a quality conditioning feed

Ingestion and digestion

To successfully digest feed it must be processed, to a degree, before ingestion. This means chewing and swallowing. Negative impacts here are poor dentition and defects in the gullet that can lead to choke. Bolting of feed will also be a factor.

Fibrous feed in the stomach absorbs acid and helps condition the small intestine on release.

High cereal diets do not have such a capacity and ‘free acid’ washes the stomach and gut. This can lead to ulceration which, as well

as causing distress, will impair digestive function.

Overfeeding of some nutrients – starch, sugars and protein – means these cannot all be digested and absorbed in the small intestine and so they pass into the hindgut. Here they disrupt hindgut microbes, causing major fermentative dysfunction and the absorption of negative factors such as lactic acid, endotoxins and nitrites.

Insufficient intake of any nutrient will lead to loss of performance.

Luckily this is unlikely in a forage/ fibre based diet. However, there may be some inadequacies of micronutrients (they do compete for absorption sites, so imbalances can lead to deficiencies) and these will impact on digestion but also subsequent metabolism.

Information and misinformation!

With owners now turning to internet forums as a first source of advice, there is the huge potential for misinformation and confusion on nutrition for horses that specifically need to gain weight.

Pointing customers towards feed companies’ websites and their helplines will ensure they get the best advice for their individual situation. “Horse owners must remember that anybody can put information on the internet - it may not be correct! Please ensure that you customers use reliable websites,” says Susie Blackburn of Honeychop.

“Designing a conditioning feed is a balance to get the highest possible energy content, without too much starch. A quality feed will use as much real, unprocessed ingredients to achieve this, cheaper and nutritional compromised feed will contain a lot of by-products, nutritionally empty ingredients that are used to keep the cost down and fill out space in the diet.

These cheap fillers can be spotted on the bag label: wheat feed, oat feed, soya hulls, nutritionally improved straw, and distillers grains are some to look out for and have no place in a quality conditioning feed,” concludes Robert Fowler, Smart Horse Nutrition.

Equine Nutrition

Pick of the products

Products designed to increase weight are often described as helping to add topline or condition. Here’s a selection of those currently available to stock.

Ryegrass HorseHage

Smart Condition Muesli

Ryegrass HorseHage is a dust-free bagged forage made from a selection of ryegrasses cut at an earlier stage of growth to provide optimum protein and energy levels. It contains no chemical additives, mould inhibitors, flavourings, molasses or inoculants and due to the fermentation process, the sugar in HorseHage is considerably lower than other forages.

As well as being suitable for horses in work that need a little extra from their forage, it can also be fed to help horses gain weight and improve condition.

Smart Horse Nutrition allows your customers to take control of their horse’s diet, providing them with the 3 essential building blocks of a balanced diet – micro nutrients, macro nutrients and fibre, allowing them to tailor a diet to the needs of their individual horse. Smart Condition Muesli supplies 14MJ of cool conditioning energy which is low in sugars and starch, providing the energy required for competition, showing and weight gain. It is designed to be fed alongside Smart Balance which supplies the micro nutrients.

www.horsehage.co.uk

www.smarthorsenutrition.com

Build Up Conditioning Mix

Conditioning Cubes

Dodson & Horrell Build Up Conditioning Mix is a high calorie muesli which contains a topline formula for horses that need to put on weight and condition in a controlled way. It is packed full of oil, vitamins, minerals, antioxidants and B vitamins for show shine and condition. Containing high quality protein, it ensures good development of topline and condition, when fed alongside appropriate exercise.

It provides slow release, high calorie for weight gain without instant energy release.

Spillers Conditioning Cubes provide extra non-heating calories and extra shine thanks to the inclusion of rapeseed oil, while a perfect balance of vitamins and minerals supports long-term health and wellbeing. Also available is Spillers Conditioning Fibre, which contains good quality protein to support muscle tone and topline and rapeseed oil for excellent coat shine. It is also enriched with vitamins and minerals to help compound feeds work even harder to help weight gain.

www.spillers-feeds.com

www.dodsonandhorrell.co.uk

Fibre-Beet A Super Fibre conditioning feed, Fibre-Beet is a formulated blend containing all the benefits of the original SpeediBeet product, with added high quality Alfalfa for optimum condition and to provide quality protein for muscle tone and function.

Fibre-Beet also provides a good range of minerals, trace elements and amino acids and it is high in fibre with a low sugar content. Ideal for horses prone to digestive upsets and very palatable for fussy eaters.

www.britishhorsefeeds.com

Equi-Jewel Equi-Jewel is a highly digestible, pelleted rice bran supplement that is very effective at adding condition and topline. Naturally high in oil and fibre, but low in starch, it is a versatile and concentrated source of energy. The essential fatty acids contained in Equi-Jewel are necessary for healthy coat and skin condition also making it ideal for show horses and ponies that are being prepared for competition, where body condition and coat are scrutinised.

www.saracenhorsefeeds.com

Fast Fibre Allen & Page’s Fast Fibre is a barley and molasses free ‘quick soak’ feed that is ideal for horses who tend to become excitable even on low energy feeds. It’s a must for any feed room, especially when good forage sources are limited and is also particularly useful for horses with dental problems as it can be used as a partial or complete hay replacer. In addition, as it’s high in fibre and very low in starch and sugar; the ideal choice for horses and ponies at rest or in light work.

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

Equestrian 41 Business

Coaching In Bavaria Driving the traditional way along endless back tracks, dirt roads, through huge forests and open land in front of the Alps in Bavaria or through the hills and the macchia of the Maremma in Tuscany/Italy.

The pair hitched Omnibus inside the yard of the old monastery of Wessobrunn

Coaching in Bavaria offers: Original carriages ranging from pair hitched light traps and hunting carriages to four in-hand shooting breaks, omnibuses and road-coaches.

Well trained horses of the Old Oldenburg breed and the Kladruber breed.

Cosy inns for the night, picnics alongside of rivers and lakes, great hosts, beautiful scenery in Bavaria and Tuscany.

Book driving lessons in pair or four-in hand driving and then go on a 4 - 14 day tour self driving accompanied by knowledgeable grooms and coachmen.

Bring your own horses or take ours.

Coaching in Bavaria, Andreas Nemitz, Kerschlach, 82396 Paehl/Germany Tel: +49-8808-386 Fax: +49-8808-1349 E-Mail: info@coaching-in-bavaria.com www.coaching-in-bavaria.com 42 Equestrian March 2016 Business

www.ebmonthly.co.uk

business matters

Influencing Business Mark Lumsdon-Taylor ❚ Director of Finance and Resources, the Hadlow Group He attended Keele University where he read Law and Economics. ❚ On leaving, he joined Macintyre Hudson a leading London accountancy firm undertook an ACA training contract and quickly rose to become a director of audit. ❚ Joined Hadlow College with an initial brief as a ‘troubleshooter’ to design and implement fiscal recovery and to effect change within the College’s central services. ❚ Appointed Director of Finance & Resources in 2004 after extensive work involving further recovery and reorganisation of the college’s activities, (Hadlow is rated Outstanding by Ofsted) ❚ Awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007, was a runner up in 2010 and was shortlisted for the 2013 Award. In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business.

Awarded the Business Finance Awards 2014 title ‘UK Finance Director of the Year Public Sector and Voluntary’. ❚ Shortlisted for the Institute of Directors’ London and the South East Young Director of the Year Award 2014 and the Institute of Directors’ London and the South East Chairman’s Award for Leadership in Corporate Responsibility 2014.

Should we be doing more for refugees?

What is going to have the most influence on business in the next few months? Globally? Nationally? At local levels? Will it be climate change? Will it be immigration?

Could it be the extreme volatility of the global financial markets? Maybe it will be the EU referendum results – on Thursday 23rd June.

Already this year, here in Britain we have witnessed notable examples of Extreme Weather Events resulting in heart-breaking flooding in the north of England, Scotland and Wales. Just days later snowstorms in Washington DC resulted in chaos. Sympathy for those involved in the disasters was immediate and sincere – but has sufficient attention been given to the knock-on effects to the economy? Those that are are especially badly affected - will they all survive and recover?

Climatologists have long advised that the worst effects of climate change will relate to EWEs because they are impossible to predict. The consequences have the potential to be especially disastrous for some business sectors – farming being a supreme example. Multiply the numbers and severity of EWEs and the law of supply and demand indicates rises in food prices are likely to result.

Immigration: where to start? Is it possible to be entirely objective when so many people – including hundreds of children – are amongst the immigrants /asylum seekers? Should we allow a few scams to colour our vision and influence the way we behave and so turn our backs on desperate people? Where does compassion end and lack of judgement take over? Should we be doing more for refugees – especially for the estimated 3,000 children living

Heart-breaking flooding in the UK alone in Europe? Or by accepting more people into this country, will we simply be building greater problems for them as well as for us?

The financial markets! If a television drama incorporated just half what is happening, it would be regarded as farfetched and unrealistic. Negative interest rates adopted by Japan’s central bank in an effort to boost the flagging economy was a shock - but more so in that the decision was made just days after Haruhiko Kuroda – the bank’s governor – suggested he had ruled out employing drastic easing measures! The news resulted in the FTSE 100M rising 0.09 per cent and other stock markets recorded similar gains.

Andrew Bailey has been appointed to lead the Financial Conduct Authority. It’s possible that a lot of businessmen may be saying ‘so what?’ - but that might mean they fail to

comprehend the ways in which City misbehaviour has knock-on consequences that reverberates and influence business at all levels.

The referendum – A political decision that could have consequences that reverberate around the House of Westminster for years to come. At the time of writing, the ‘in’/’out’ considerations are finely balanced. The UK is looking for a deal concerning immigration controls – including curbs on Europeans working in Britain. One crucial aspect is the UK’s desire to bar EU workers from benefits for at least four years. Some of those who are still considering which way to vote - or who have already made up their minds that they want ‘out’ - will perceive four years as a too short period.

Of course, this is not all the prime minister is asking for and he must be pretty desperate not to return home empty-handed because that would indicate that he and the UK are pretty weak!

A worsening of the refugee crisis might swing more people in the ‘out’ direction thus abandoning Britain’s 43-year-old membership of the EU. The broadsheets have rarely been so spoilt for choice – especially their business pages.

So returning to the original question: what is going to have the most influence on business in next few months? Bets on!

March 2016 www.ebmonthly.co.uk

Equestrian 43 Business

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

Event review

Hot to Trot

at AETA

Fifty-five degree heat hosted retail buyers from 38 states, five provinces of Canada and a handful of additional foreign countries to the January edition of the AETA International Trade Show held recently at the Greater Philadelphia Expo Center in Oaks (Philadelphia), PA.

E

questrian buyers were greeted by an inaugural “Day of Education” presented by organizer Hopper Expositions, Inc. on Friday, January 29. Doug Fleener, a 25-year veteran retailer and former director of retail for the BOSE Corporation, presented programs in two segments sandwiched around a fourcourse sit-down prime rib dinner.

Additional seminars took place at the trade fair itself and included discussion topics on “Getting more people into the

horse industry” and “The art and science of visual merchandising.”

The three-day fair is the largest North American trade show catering to “English” disciplined customers. British and European goods are big hits in the U.S. – as evidenced by the continuing growth of the European exhibitor contingent in attendance.

Over 600 buyers and exhibitors attended the annual market party on Sunday night at the host hotel—Radisson Valley Forge.

At the close of the trade fair on

Monday, February 1, exhibitors were afforded the opportunity to attend the August, 2016 event by submitting “early bird” space contracts before they left the building. The resulting 11% discount on August space resulted in 81 companies committing to returning while utilising 51% of the allotted August available space.

Organizers have returned to their home offices with, needless to say, a nice jump start on the August 13-14-15, 2016 AETA International.

Exhibitor demographics included 30 U.S. states, 13 exhibitors from three Canadian provinces, 11 exhibitors representing the UK and multiple exhibitors from Italy, Argentina, China, Pakistan, Germany, Finland and Australia.

March 2016 www.ebmonthly.co.uk

Equestrian 45 Business

EQUESTRIAN, AGRICULTURAL and PET WHOLESALER

Over 3500 products in stock including own brand of Wolseley animal clippers and electric fencing.

www.stockshop.co.uk

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

trade fair preview

Unlocking the potential of combining markets with

PATS Sandown Equestrian Business looks at upcoming pet trade show to show you why branching out from equine into general pet care can boost business and increase sales.

P

ATS Sandown is set to hold one of its biggest shows this month, with 140 exhibitors showcasing thousands of new products, making for a great opportunity for those wanting to broaden their stock to include pets alongside current equine products.

Held at the Sandown Park Exhibition Centre in Esher, Surrey, on March 22 - 23, the trade-only event is intended to showcase the newest products in the industry as well as build understanding about client needs and how retailers can fulfil them.

With stand spaces sold out months in advance, the event is predicted to be very popular and organiser Annie Foord said a lot of time and effort has gone

into making sure the visitor experience is better than ever this year.

“Visitors to the show can be assured they will get to see and speak to the leading names in the industry. It’s great to know that the pet industry continues to get right behind PATS Sandown,” she explains.

“We will do everything to make sure people enjoy their visit and that they find the show easy to get around. Both the Surrey and Esher Halls have their own entrances and registration points, there will be free show entry, free parking, a free catalogue and many special offers.

“There will also be a wide range of food available from various

outlets and visitors will receive a free cup of tea or coffee voucher, which will be redeemable during the day. Those arriving before 10am will also receive a free food and drink voucher, redeemable throughout the day, from the Esher Hall Catering Point (subject to availability). With good catering facilities and plenty of seating areas in both halls taken care of, visitors can concentrate fully on the main business of the day – seeing top-class products from the biggest range of suppliers and manufacturers, all under one roof.”

Learning from the experts Alongside the products, PATS Sandown also offers a strong line-up of speakers for two days of seminars, aimed at giving retailers up–to–date ideas on new lines, new approaches and new profit potential.

The talks, produced

March 2016 www.ebmonthly.co.uk

Equestrian 47 Business

trade fair preview accessories, one very interesting stand comes courtesy of Dog Rocks and Torus. They actively encourage equestrian retailers to add their products to their stock, as Carina Evans explains.

“Retailers need to come and see our exciting new products, our award winning Torus Bowl (more than just a water bowl, its everything you could want from a watering system but at half the price), our new Dog Rocks in different sizes and other products we are currently closing deals on.

“There will be samples available, free stock and discounts to all, so from a retailer’s point of view, at our stand you can “bag a bargain!” We are specifically interested in encouraging equine retailers to consider complementary products as they diversify. If you have a horse, you

in association with Pedigree Wholesale, will take place in the Seminar Theatre in the Esher Hall of Sandown Park Exhibition Centre on both days of the show.

Free–to–attend, the seminars will cover topics including: your ultimate guide to independent success; driving growth in independents, what customers want from the pet trade; retailing raw pet food; and how to get more online users on your website.

For those considering widening their stock, the talks ‘Your Ultimate Guide to Independent Success’ (held by Julie Conway, National Membership Manager of BIRA) and ‘What customers want from the pet trade’ (with speaker Guy Blaskey, Pooch & Mutt) may prove most informative.

In addition, those who attend the special seminar ‘Why Pet Health Care is important to your business’, held by Merial Animal Health, there will be a chance to earn Continuing Professional Development (CPD) points, which will go towards the on going development of Suitably Qualified People (SQP) working in the pet industry.

The event also hosts the PATS New Products Showcase, which can be the launchpad to huge sales. By displaying entries together in one, extensive display, it allows visitors to find the latest and most exciting products in the trade, and gives them the opportunity to

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

discuss them in more detail with the manufacturer or supplier.

A panel of retailers judges all entries in the Showcase on the first morning of the show, and winning products are highlighted throughout the Surrey and Esher Halls for the rest of the exhibition.

Going it alone

When considering stocking pet ranges, it is important to understand the needs of current clientele before potentially building a new consumer base.

Starting with dry and wet food for dogs and cats will indicate the extent of the demand for a pet range, as long as products offer good value and quality in comparison to major chain stores. Offering a small range at a variety of price points, with products suitable for most breeds or sizes, as well as an option for working dogs, will provide the most informative forecast. The majority of new products released in this area are made from natural sources and are usually wheat and gluten free, highlighting their selling potential.

One grain–free product launching at the PATS Sandown event is a new addition to the popular Vitalin range, ‘Vitalin Adult Large Breed Duck and Potato’. For the duration of the PATS event, the entire Super Premium Vitalin range and the VAT free working dog food Alpha will both be available at a special discounted rate for visitors, making it a

noteworthy contended for those thinking of stocking a hypoallergenic dog food.

Another supplier in attendance who may prove very helpful for retailers considering diversifying their stock is Akela WholePrey.

Passionate about producing food that mimics the diet of wolves, which is an increasingly popular formulation for feeding pets, they are preparing to launch a new range of 70:30 wet foods for cats, dogs and working dogs, to complement the existing range of dry 80:20 kibbles and natural dog treats, covering all feeding areas. The company is enthusiastic about supporting independent retailers and don’t have a minimum order, but also offer delivery direct to customers so retailers don’t have to hold any stock.

Maximising the options

Although the bulk of trade will most likely come from selling feed, in the long term it may be a good idea to compliment this with accessories. Adding products such as beds, collars and toys will cover all pet needs, making shops more appealing to a variety of pet owners, not just those who also own horses.

While the PATS event will host a number of stalls displaying

usually have a dog and land so Dog Rocks are perfect.”

Stocking cleaning and medical products may also be beneficial, especially for retailers with a number of clients owning working dogs. While most products can be used on a variety of species, manufacturers such as Aqueos have developed separate ranges.

Previous winners of the PATS Showcase for their Spray Plaster, Aqueos will return for the third time to display a canine range, including kennel disinfectants, deodorisers, anti-bacterial shampoo, disinfectant wipes and hand sanitisers.

Tracy Richards, Managing Director says: “We exhibit at PATS to reach the more traditional

trade fair preview pet shops and dog groomers although we do get the chance to see some of our equine customers too. This year Aqueos has launched an Infection Control Spray and Ready to Use Kennel & Patio Disinfectant which will be key products for Canine purchasers.”

In order to make correct choices when increasing stock, it is vital to understand customer needs and whether or not an expansion is commercially viable in your area. Attending events such as PATS Sandown will prove vital for success by providing key information about such considerations, ensuring all decisions made have a lasting positive impact.

case study: Group 55 Originally a seller of pest control products, Group 55 made the move to the pet product market in 2002, followed by the launch of Animology with a range of dog products in 2010, which now includes nine shampoos, one conditioner, eight sprays, clean sheets and five different vitamins and supplements.

In 2015 they launched both an equine and a feline range, a move that was built out of demand and has flourished since. Managing Director Stephen Turner explains: “The cat range includes a shampoo, a no rinse shampoo and a conditioning cat spray and the equine range, which was created in conjunction with equestrian experts, includes Muck Out shampoo and conditioner, Patch Work stain remover and a de-tangle serum called Mane Tamed.

“We were often asked by consumers and wholesalers, who already loved our products and in many cases used them

on their horses, so the idea was borne from demand and specific products for the equine market were created. There is also such a crossover of the markets with four out of five horse owners also owning dogs, so it seemed a natural fit.”

Although equine only represents a small part of the business (as it is the newest market) it is the fastest growing sector and after launching the equine range at BETA, in 2015, Mane Tamed was voted Best New Grooming product at Pats 2015. To maximise potential, the company has a team of dedicated equine specialists and also sponsor a number of riders from different sectors of the equine field who play a key role in production and new product development.

At present, Group 55 sell through all major wholesalers who service the retail, veterinary and equine markets, while also supplying directly to retail and online to horse owners. However,

for those interested in selling the products, Stephen warns: “One of the biggest obstacles in the market is that equestrian owners tend to be very loyal to the brands that they have always used. With that in mind retailers should know that Animology sets a new standard and it’s very rare for someone to use Animology and then go back to using their previous brand, so they can sell in confidence.”

Combining two different industries may seem daunting but Stephen believes it is their similarities that lead to such success: “there are huge similarities between pet and equine not least the emotional bond that horse owners and pet parents share.

“Whether it be a horse, dog or cat they are not a pet or an extension to the family, they are part of the family. It’s our job to provide the best products we can to help our customers take the best care possible of that family member.”

March 2016 www.ebmonthly.co.uk

Equestrian 49 Business

Is it time you looked at turning your old plod in to a top performer?

Today’s consumers demand mobility and convenience - most now access websites through a mobile device, on the go.

Does your website come up to scratch? If not, your customers will most certainly move onto one of your competitors’ websites.

Whether you need a mobile responsive solution an e-commerce site Social media setup and management

WiserWeb provides affordable online solutions for your business.

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

www.wiserweb.co.uk/equestrian Tel: 01953 852939 Email: enquiries@wiserweb.co.uk

Let’s Talk Products What to stock for successful sales....

Hats and Gloves

With the eventing season underway and changes to hat standards now in force, ensure your stock meets requirements and covers both competition and leisure riders.

P

rotecting heads and hands is paramount to any horse rider, and for most, these products are an everyday essential that needs replacing regularly. With wearable technology and stylish designs flooding the market, high quality products are increasingly affordable and attractive to buyers. With one of the most popular riding hat standards ((BS)EN1384) to be withdrawn from the Official Journal of the European Union and no longer

permitted for use in competitions other than British Dressage - up until 2017, many riders will be looking for replacements. BETA recommends hats are replaced every two years, as well as when damaged or following a fall. As the first point of call, understanding how the guideline changes can affect your customers, as well as being able to provide them with helpful advice, will be vitally important.The new range from Champion looks set to take the market by storm, meeting the

new safety requirements and incorporating lightweight helmets with sophisticated designs at a range of prices. With colourful designs popular with children, such as the Junior X–Air Dazzle Plus and more refined looks appealing to adults from a range of disciplines, displaying the Champion range will attract plenty of attention.

Glove design is also embracing new technology, pairing warmth and comfort with inbuilt benefits.

Back–on–Track are leading the

way with their Welltex gloves, offering relief for those with poor circulation and stiffness via long wave infra–red heat. With the temperamental spring weather, a selection of lightweight as well as warmer gloves would be a good addition to any store.

Hats and gloves are indispensable for all riders and those working with horses so having stock that combines effective design without compromising on quality or safety, will set you aside from your competitors.

Ariat

Ariat

Insulated Tek Grip Gloves

Tek Grip Gloves

Made from Polartec Wind Pro stretch fleece, with a hard coating for maximum insulation and minimum bulk, Ariat Insulated Tek Grip Gloves are ideal for winter schooling. They feature synthetic suede at the palm for exceptional grip and sensitivity, articulated fingers for a smooth, enhanced grip, reinforced stress points for durability and Ariat’s signature adjustable Velcro closure.

Technical fabric and design combine to create this comfortable and high performing glove. Stretch Tek Twill fabric offers flexibility, while the synthetic suede palm ensures a close contact and superb grip. In addition, the Ariat Tek Grip gloves feature articulated fingers for a smooth, enhanced fit, which prevents rubbing and promotes freedom of movement when riding.

Sizes: 6–9, 10, 11 Colours: Black (sizes 6 – 9, 10, 11) and Bark (sizes 6 – 8.5) £39.99 RRP:

Sizes: 6–9, 10, 11 Colours: Black, Navy (sizes 6–9, 10, 11) & Bark (sizes 6–8.5) £24.99 RRP:

Back–on–Track

Battles (Hy Equestrian)

Riding Gloves

Hy5 Pro Performance Gloves

Designed for those with poor circulation or stiffness, this glove is lined with Welltex fabric, which is infused with ceramic particles that cause long wave infra–red heat to radiate back towards the body, improving circulation. The gloves have a robust yet sleek outer to ensure they are not bulky, and a soft Velcro wrist closure to ensure a snug fit.

Sizes: 6.5–11.5 Colours: Black £52.50 RRP:

A super smart performance glove for any rider, featuring a breathable mesh backing for a cool hand, and a leather grip palm for a perfect grip on the reins. With added padding around the fingers and a smart patent leather strip to finish the look.

Sizes: X Small–X Large Colours: Brown, Navy and Black £14.00 RRP: March 2016 www.ebmonthly.co.uk

Equestrian 51 Business

Let’s Talk Products Caldene

Equetech

3–in–1 Riding Gloves

Stretch Show Gloves

These versatile gloves come complete with a removable base layer, making them perfect for riding and yard work.

Both base and outer have a silicone print for improved grip and can be worn alone or together for the ultimate winter riding glove.

With a removable elasticated wristband, it ensures the gloves are easily taken on and off for fiddly jobs.

Designed to fit from aged two years old upwards, these gloves feature a smart leather wrist strap with petite Velcro tab closure to the back, providing a clean show ring appearance. The suede palm, with leather reinforced panels for fore fingers and inner fingers, helps to prevent rubbing and a subtle topstitch detail completes the look.

Sizes: XS, S, M, L, XL Colours: Black £27.00 RRP:

Sizes: 0–9 Colours: Black, Brown £7.95 Junior & £19.25 Adult RRP:

Harry Hall

Horze

Softshell riding glove

Crochet Leather Gloves

Great for all manner of equestrian jobs, this waterproof softshell glove with silicon printed palm offers warmth with a thinsulate layer, as well as durability through the reinforced rubberised panels between the thumb and ring fingers. Piped with soft PU leather and decorated with bold reflective prints, this glove offers a stylish and safe design.

A comfortable and durable glove with leather palms and stylish cotton crochet knit back are ideal for schooling and everyday wear.

The breathable crochet allows airflow, and the adjustable strap provides enhanced flexibility, while the leather palm adds a sensitive feel for the reins and superior grip.

Comfortable with a classic look, these are great for any outdoor activity.

Sizes: XS, S, M, L, XL Colours: Navy, Cobalt and Fluorescent Yellow £20 RRP:

Sizes: XS, S, M, L, XL Colours: Chocolate Brown £15.99 RRP:

Horze

Mark Todd

Elizabeth Elite Gloves

Winter Grip Gloves

Super soft and high performing, the Elisabeth is a very popular synthetic glove.

The excellent fit with Lycra panels provides optimal comfort and the PU palm provides a great grip.

Designed for stylish riders, the glove is finished off with the signature Z logo.

From the Mark Todd collection, the Winter Grip Gloves are good for working or riding, these cosy winter gloves have a fleece lining, grip palms and long cuffs, while being thin enough to maintain a contact.

Sizes: XXS/XS, S/M, L/XL Colours: Chocolate Brown, Black £17.49 RRP:

Sizes: XS–XL Colours: Black £12.50 RRP:

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

Let’s Talk Products Noble Outfitters

Noble Outfitters

Perfect Fit Glove

Ready to Ride Glove

With SureGrip synthetic suede palm for superior grip, and double layer SureGrip reinforced forefinger, thumb and little finger, this glove is made of breathable stretch jersey for fit and ventilation. Double stitched critical seams add durability and the adjustable wrist closure allows for a perfect fit.

Machine washable and touchscreen friendly, this glove is a good choice for on-the-go riders.

These extra durable riding gloves have specially designed stretch mesh panels that give full range of motion and a great feel on the reins. Made from synthetic leather with a flexible keystone cut thumb and reinforced for double reins, this touchscreen friendly glove offers refined style with modern features, comfort and fit.

Sizes: 5-9 Colours: Black, Wine, Blackberry, Wine, Daisy Print & Mesh £17.50 RRP:

Sizes: 6-9 Colours: Black, White. £17.50 RRP:

Toggi

Toggi

Brighton

Doncaster

The water resistant Brighton glove makes for a fantastic all year round glove, especially for yard work.

Featuring a reflective piping design, great for visibility, the waterproof fabric has been specially designed for extra durability. With an internal membrane for extra protection, the glove also features specially placed panels to improve grip when holding slippery reins.

Toggi’s Doncaster water resistant gloves give a stylish, elegant look whilst keeping hands warm and dry.

The printed palm and fingers offers superb grip, while the waterproof fabric and internal membrane provide extra protection, whether in or out of the saddle.

Sizes: XS - XL Colours: Black £27.50 RRP:

Sizes: XS - XL Colours: Black £22.50 RRP:

Toggi

Woof Wear

Leicester

Event Glove

This performance glove provides superb grip on the reins with the textured matt stretch performance fabric, as well as warmth with genuine 3M Thinsulate lining. The adjustable wrist strap offers security and comfort, making them perfect for riding and other outdoor pursuits - a really versatile addition to any wardrobe.

This lightweight Event Glove provides competitive riders with optimum feel, dexterity and grip in all conditions. Featuring a highly breathable and durable design, the Reintex Pro palm and a short cuff, this glove combines all day comfort with unparalleled grip making it suitable for use in all disciplines. Particularly suited to eventing and endurance, where grip and breathability are essential.

Sizes: XS - XL Colours: Black or Chocolate £15 RRP:

Sizes: 6, 6.5, 7, 7.5, 8, 8.5, 9, 9.5 Colours: Black or White £25.00 RRP: March 2016 www.ebmonthly.co.uk

Equestrian 53 Business

Let’s Talk Products Woof Wear

Champion

Precision Thermal Glove

Evolution Pro

For the colder days this glove is warm and comfortable yet allows for great feel and precision on the reins.

Featuring the Reintex thermal palm, this glove gives added warmth and grip as well as reinforcement between rein fingers for improved durability.

With an easily adjusted wrist tab and a Polartech Powerstretch Pro back, this glove offers comfort and protection.

This sophisticated hat has a multifaceted carbon pattern appearance with a low profile modern lightweight glass fibre shell. With a high tech ventilated airflow system designed to keep your head cool and comfortable, it incorporates a four point padded synthetic suede harness with rear drawstring for absolute security.

Kitemarked to PAS015: 2011 and complies with VG 1. 01 040 2014-12

Sizes: 6, 6.5, 7, 7.5, 8, 8.5, 9, 9.5 Colours: Black, Chocolate, Black/Grey (limited edition) £29.00 RRP:

Sizes: 6 ¼ - 7 ¾ Colours: Black £132 - £158.50 RRP:

Champion

Champion

Evolution Puissance

Junior X-Air Dazzle Plus

Built upon a low profile, lightweight fibre glass shell, the stylish Evolution Puissance is designed to turn heads. It also features a highly ventilated airflow system for exceptional comfort and a four point padded synthetic suede harness with rear drawstring for absolute security.

Kitemarked to PAS015: 2011 and complies with VG 1. 01 040 2014-12

Built upon a lightweight injection moulded ABS shell with a soft 4 point padded harness, the Junior X-Air Dazzle incorporates a vented air flow system to help keep young heads cool. Incorporating a rear drawstring for absolute security, this hat is bound to be a hit with young riders.

Kitemarked to PAS015: 2011 and complies with VG 1. 01 040 2014-12

Sizes: 6 ¼ - 7 ¾ Colours: Black £140 - £168 RRP:

Sizes: 6 ¼ - 7 ¾ Colours: Black, Black/Pink, Black/Silver, Navy £48.50 - £77.95 RRP:

Champion

Champion

Pro Plus

Ventair Deluxe

Built upon a lightweight injection moulded ABS shell, the Champion Pro Plus is a great value helmet made to Champion’s exacting standards. It features a three-point webbing harness and quick release buckle for safety and security, which is perfect for recreational riders.

Kitemarked to PAS015: 2011 and complies with VG 1. 01 040 2014-12

Chosen by many of the world’s event riders including Pippa Funnell, this helmet is extremely lightweight and comfortable, whilst offering outstanding protection. With a durable acrylic sanded finish, it features a four point padded leather harness with rear drawstring quick release buckle for security. It also features a ventilated airflow system to increase airflow, keeping heads cool in competitive situations. Kitemarked to PAS015: 2011 and complies with VG 1. 01 040 2014-12

Sizes: 00 - 5 Colours: Black £52.50 - £63 RRP:

Sizes: 6 ¼ - 7 ¾ Colours: Black, Navy, Pink, Silver £92 - £110.50 RRP:

54 Equestrian March 2016 Business www.ebmonthly.co.uk

Let’s Talk Products Champion

Gatehouse

Air-Tech Plus

Air Rider MkII Riding Helmet

This striking helmet combines modern design with a high tech ventilation system. It is constructed upon an injection moulded ABS outer shell, with a high-density polystyrene inner liner to absorb energy on impact in the event of a fall. The removable inner liner offers exceptional comfort and features an innovative adjustable head sizing ring, ensuring a comfortable and secure fit.

Kitemarked to VG 1. 01 040 2014-12

This extremely lightweight helmet is well ventilated, making it ideal for use competing, schooling or riding in the summer months. The four– point harness with dial adjustment helps achieve a comfortable fit while the lining can be removed for washing. PAS 015 2011 with BSI Kitemark

Sizes: Sm (6 1/4 - 6 5/8), Med (6 3/4 – 7), lg (7 1/8 - 7 ½) Colours: Metallic Black, Matt Black, Metallic Navy, Metallic Purple RRP: £92.50 - £110.95

Sizes: Sm(50–54cm), Med (55–58cm) lg (59–61cm) Colours: Black or Navy from £82.99 RRP:

Gatehouse

contacts:

Chelsea Riding Helmet

Ariat

Harry Hall

www.ariat-europe.com

www.harryhall.co.uk

Stylish and elegant, the Chelsea comes in a suedette or matt finish and is lightweight and ventilated with a removable, washable lining for hygiene and comfort. A ‘bling’ version is also available with subtle diamante trim, popular with many younger riders. PAS015 2011 with BSI Kitemark

+46 (0)18 751 23 19

Sizes: 52cm to 61cm Colours: Navy or Black from £91.99 RRP:

Harry Hall

Legend This is a staple and leading seller in the Harry Hall line; the range of colours and micro fibre suede has huge appeal. There is a front ventilation feature and a breathable, padded inner lining, keeping heads cool and comfortable. Each hat comes with a matching carry bag. PAS015, BSI Kitemarked and complies with BSEN 1384:2012

Sizes: 52cm-55cm (junior sizes) & 56cm-61cm (adults) Colours: Black, Brown, Grey/Black, Grey/Pink/Grey, Navy,

Cobalt RRP: £76.99

+44 (0)1274 711 048

+44 (0)1367 242 818

Back on Track

Horze

www.backontrack.com

www.horze.co.uk

+44 (0)1235 856 376

Battles

Noble Outfitters

(Hy Equestrian) +44 (0)1522 529 206

+44 (0)1572 772 508

www.nobleoutfitters.co.uk

www.hy-equestrian.com

Toggi

Caldene

+44 (0)1132 707 000

+44 (0)1274 711 048

www.caldene.co.uk

www.toggi.com

Champion Manufacturing

Mark Todd Collection (Westgate EFI)

www.championhats.co.uk

www.wefi.co.uk

+44 (0)1303 872 277

+44 (0)1132 707 000

Woof Wear

Equetech

+44 (0)1208 265 920

+44 (0)1296 688 966

www.equetech.com

www.woofwear.com

Coming next month....

In the April issue, Let’s Talk Products brings you the best of spring clothing for horse and rider. If you want to get involved and have your product included, but haven’t yet received an invitation, please contact

letstalkproducts@ebmonthly.co.uk

March 2016 www.ebmonthly.co.uk

Equestrian 55 Business

ken lyndon-dykes

Competition in business

‘Play up! Play up! And play the game’. Ken appreciates that Newbolt’s great poem Vitai Lampada was written during the First World War to promote patriotism, but it seems to him it could be usefully borrowed in relation to sport – and indeed – business.

The founder of the modern Olympics, Baron Pierre de Coubertin, said ‘The most important thing in the Olympic Games is not winning but taking part; the essential thing in life is not conquering but fighting well’.

The majority of people agree that trying and doing the best possible – not only in reference to sport – is to be admired.

Most people also seem to agree that trying and failing is more admirable than not trying at all.

Competition is good because it involves goal-setting and desire for achievement. Human civilisation would not have developed without competition.

We would not develop as individuals without competition – and it is competition in business that helps to promote high standards of performance.

It brings into focus the fact that we are not all equal and we don’t all share the same degree of ability in everything. There are

winners and there are losers.

Of course, winning is desirable – but surely not at any cost?

Athletics are currently in the headlines because IAAF data revealed hundreds of blood samples taken from athletes over a period of 11 years were ‘highly suggestive’ or ‘abnormal’.

This is only the tip of the iceberg and cheating has been revealed in virtually every sport – and of course, it is not new. No doubt it occurred in Greece at the first Olympics.

Today a lot of ‘winning’ is directly connected to financial rewards and very substantial rewards at that. Monetary incentives aren’t in themselves wrong – but they encourage wrongdoing - winning at all costs. And the handouts don’t only relate to winning – they are also directly related to deliberately losing.

Financial services, specifically the banking industry, has been plagued with cheating scandals

in the last few years. Not so very long ago the ethics of business and personal banking were never questioned, they were beyond reproach. It started to go wrong when competition entered the market place and the banks began ‘selling’ services and ‘profit’ became the most important factor. Low risks and high rewards resulted in cheating which is costing the industry

“Not so very long ago the ethics of business and personal banking were never questioned” dear in monetary terms. More importantly because it will take longer to recover, the once impeccable reputation will take years to recover – if it ever does.

The public sector – all parts of it – is bombarded with targets.

Many of the targets are either unrealistic or cannot be judged on equal terms. Attached to those targets is money – and failure to meet the targets means there isn’t any money! When it becomes a matter of survival, it is inevitable that cheating and manipulation occurs. By imposing

KEN LYNDON-DYKES ❚ Ex-international level three-day-event rider. ❚ Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, ❚ Owns and runs SaddleWorld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes. ❚ He is also well-known as an inspirational and interesting lecturer/speaker. unrealistic goals the government - and other bodies, institutions and goal-setters - encourage cheating!

We are gradually moving into a world where we believe almost nothing and expect the worst.

But not all is lost! Some areas of sport – and business – are free from cheating – equestrianism being a good example. I think it is very rare for a competitor to deliberately cheat on the eventing circuit, for example. I also believe the UK equestrian industry is pretty honourable and free from scams. That is not say that rivalry isn’t tough – it is – but in our industry and sport we can largely say that our rivals are friends whom we trust. Let us keep it this way!

Hundreds of blood samples taken from athletes over a period of 11 years were ‘highly suggestive’

it is very rare for a competitor to deliberately cheat on the eventing circuit

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

suppliers Directory To advertise in the suppliers directory the minimum requirement is 5 insertions at £20 each.

A sixth insertion is then added free of charge, producing a net cost of just £16.60 each.

Abbey Diagnostics +44 (0)1638 552122 www.abbeydiagnostics.co.uk

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

Fynalite +44 (0)1789 764848 www.fynalite.co.uk

Horseware Ireland +353 42 9389000 www.horseware.com

Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com

Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeyengland.com

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

Gain Horse Feeds +44 (0)7912 197000 www.gainhorsefeeds.co.uk

Horslyx +44 (0)16973 32592 www.horslyx.co.uk

Mirrors for Training +44 (0)1902 791207 www.mirrorsfortraining.co.uk

Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com

Acorn Developments +44 (0)1432 276600 www.acorndev.co.uk

Durango +1 740-753-1951 www.DurangoBoot.com

Global Herbs +44 (0)1243 773363 www.globalherbs.co.uk

Hucklesby Associates +44 (0)1362 696309 www.hucklesbys.com

New Equine Wear +44 (0)1172 303700 www.newequinewear.co.uk

Albedo100 UK Ltd +44 (0)113 3955266 www.albedo100.co.uk

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

Golly Galoshes +44 (0)7585 557775 www.gollygaloshes.com

Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk

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

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

Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 www.rockall.info

Sportmark by Signam +44 (0)1926 417300 www. sportsmark.co.uk a Stable Safe +44 (0)7500 091650 www.stable-safe.com

EQ Life Magazine +44 (0)1953 852946 ww.eqlife.co.uk

Griffin Nuumed +44 (0)1458 210324 www.nuumed.co.uk

Allen and Page +44 (0)1362 822900 www.allenandpage.com Andover Healthcare, Inc. +1 978 4650044 www.andoverhealthcare.com

Animal Health Company Equestrian Creative Network +44 (0)1787 476400 www.equinehealthandherbal.co.uk www.equestriancreativenetwork.com Equi-Ads B Jenkinson & Sons Ltd +44 (0)1738 567700 +44 (0)1924 454681 www.equiads.net www.elico.co.uk Equimat Baileys Horse Feeds +44 (0)1536 513456 +44 (0)1371 850247 www.equimat.co.uk wwwbaileyshorsefeeds.co.uk Bedmax Shavings +44 (0)1922 621676 www.bedmaxshavings.com

Equine Speedskip +44 (0)1989 769435 www.equinespeedskip.com

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

Equestrian Supplies +44 (0)1254 831645

British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com Champion + 44 (0)113 2707007 www.championhats.co.uk Charles Owen +44 (0)1978 317777 www.charlesowen.co.uk

Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk EquiAmi Ltd +44 (0)1584 891049 www.equiami.com Equine Management +44 (0)1825 840002 www.equineman.com

Equisafety Ltd Clarendon Equestrian Ltd +44 (0)1516 787182 +44 (0)1825 733361 www.clarendon-equestrian.com www.equisafety.com

Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk Harpley Equestrian +44 (0)115 9611537 info@harpleyequestrian.co.uk www.harpleyequestrian.co.uk

Jack Murphy +44 (0)1768 867590 www.jackmurphy.co.uk Kate Negus +44 (0)1249 740590 www.katenegus.com

Parallax Plastics Ltd +44 (0)115 966 3836 www.parallaxplastics.co.uk Pellet Beds +44 (0)1789 761333 www.pelletbeds.com PelGar +44 (0)1420 80744 www pelgar.co.uk

Keratex +44 (0)1373 827649 www.keratex.com Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk

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

Kozi Kidz +44 (0)1302 746680 www.kozikidz.co.uk

Hemp Technology Ltd +44 (0)1986 835678 www.hemptechnology.co.uk

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

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

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

Holdsworth PR +44 (0)1903 892060 www.holdsworthpr.co.uk

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

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

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

Horse & Jockey Ltd +44 (0)1981 550467 www.capcover.net

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

Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info PressPoint +44 (0)1953 851513 www.presspoint.co.uk Rima Exports +91 972 1504005 rimaexport@gmail.com Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com Rockall +44 (0)121 5558334 www.rockall.info Rockies +44 (0)1606 595025 www.rockies.co.uk

Stormsure +44 (0)3333 441500 www.stormsure.co.uk a Taurus Footwear and Leathers Ltd +44 (0)1328 851432 www.taurusfootwearandleathers.

Tayberry + 44 (0) 2920 464606 www.tayberry.co.uk Toggi +44 (0)113 2707007 www.toggi.com Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk Vale Brothers +44 (0)1239 614648 www.kbf99.co.uk Vetericyn +353 91 796896 www.vetericyn.com Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com

W F Young, Inc Saracen Horse Feeds +001 413 526 9999 + 44 (0)1622 718 487 www.absorbine.co.uk www.saracen-horse-feeds.co.uk Wahl Seaquim +44 (0)1227 740555 +353 (0)8623 64609 www.wahl.co.uk www.seaquimequine.net Westgate EFI Ltd Science Supplements +44 (0)1303 872277 +44 (0)8456 800606

Classic Showjumps +44 (0)161 765 2010 / 2014 www.classicshowjumps.com

Exo2 +44 (0)1335 372600 www.exo2.co.uk

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

Maquien Design +44 (0)8000 925699 www.maquiendesign.co.uk

Clipper Sharp +44 (0)1823 681076 www.clippersharp.comt

Faulks & Co. +44 (0)1455 848184 www.wmfaulks.com

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

www.sciencesupplements.co.uk Westgate Labs +44 (0)1670791994 Silvermoor www.westgatelabs.co.uk +44 (0)1665 602587

Cox Agri +44 (0)845 600 8081 www.coxagri.com

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

Horse Health Trade +44 (0)2380 814360 www.horsehealthtrade.co.uk

Maxavita +44 (0)8450 752754 www.maxavita.com a Mears Country Jackets Ltd +44 (0)1922 476930 www.mearsjackets.com

Smart Grooming +44 (0)1823 681076

Worklite Ltd +44 (0)1279 418052 www.work-lite.com

Horses with Attitude +44 (0)1274 852139 www.horseswithattitude.co.uk

Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk

Solocomb +44 (0)1235 511358 www.solocomb.co.uk

Your Gift Horse +44 (0)1454 510102 www.yourgifthorse.com a

Creative Equine Marketing Friendship Estates +44 (0)780 3728646 +44 (0)1302 700220 www.creativeequinemarketing.co.uk www.friendshipestates.co.uk

www.silvermoor.com

TBK

Performance Wear for Horse and Rider

Nom 201 inated 2 Sup Trade pli the er of yea r

Affordable Designer Jodhpurs & Breeches, headcollars and Saddlery Unique and Innovative designs generating excellent retail profitability Please call or email for your free catalogue

Email: k.bentley@tbkltd.com Tel: 01580 292632 Fax: 01580 848042

March 2016 www.ebmonthly.co.uk

Equestrian 57 Business

interview

5 minutes with...

Karen Fielding

Product manager at Classic Showjumps, a family owned company based in Lancashire.

O

ne of Europe’s leading manufacturers of plastic equestrian products, Classic Showjumps is one of the only UK manufacturers dealing exclusively with retailers.

Its products are developed with the help of professional showjumpers, including Olympic bronze medal winner, Caroline Powell. Classic Showjumps’ products are highly durable due to their roto-moulded premium UV stabilised polyethylene construction.

What career path led you to this point?

I joined Excelsior Roto Moulding after securing an MSc in geology from the University of Manchester. In 2008, Excelsior established a company called Horse Blocks to supply the equestrian trade with a range of roto-moulded horse mounting blocks, and in 2010, bought the Classic Showjumps name and product range. Prior to sustaining two slipped disks a few years ago, I had been a keen rider since my childhood, so I was delighted when the opportunity arose to become professionally involved in the equestrian sector.

What new innovations have you brought to the company and what do you have in the pipeline?

At the end of last year, we launched a new, trade-only sales

strategy in order to support our retail and resale customers. We are constantly developing new products, and have extended the yard and stable range to include the Hayholder and Haysoaker; we have also introduced a new Glitter Treat Toy accessory. In 2016, we plan to further extend our range of yard and stable products, and look forward to announcing further details later in the year. Ongoing investment in machinery, a new stock system, an increase in our stock-holding capacity and additional shifts are all combining to facilitate the increasing efficiency with which customers’ orders are handled.

What equestrian or business innovations have caught your eye recently?

I’ve always been impressed

by Racewood Equestrian Simulators. I admire the way in which they’ve evolved their range from a training aid for riding, to encompass simulators for dressage and polo too; they’ve also developed bespoke models for Riding for the Disabled. Like Classic Showjumps, they’re a family company based in the North West, and through hard work and a willingness to evolve, they have become the world’s leading manufacturer of horse simulators. We’ve used one of their products on our stand at industry events, and it always generates attention.

What do you think is the secret to your company’s success?

In November, we announced a 300% increase in turnover over the last five years. We attribute our growth in part to the quality

pink saddle carrier with saddle

58 Equestrian August March 2016 2015 www.ebmonthly.co.uk Business

Karen Fielding and durability of our products, which do not crack or discolour, are developed with the help of professional showjumpers and are available in a broad colour range. Our retailer and reseller support package is strong, and as one of the only manufacturers selling exclusively to the trade, we help our customers to generate good profit margins. The accommodation of trade orders of any size has always been a priority, and our manufacturing status has given us an advantage in this area.

What are you most proud of about your company?

I’m proud of the fact that in the space of just five years, we’ve transformed Classic Showjumps from a relatively minor player into one of Europe’s leading manufacturers of plastic equestrian products. We also offer the world’s largest range of mounting blocks.

Where do you see the business in the next ten years?

Our ongoing commitment to innovative product development and retailer support, along with continuous improvements in efficiency, will, I hope, enable us to retain our leading position in the market.

Quickfire questions: What do you do in your spare time?

I enjoy spending time with my young family, long walks with our four dogs and sewing.

What’s your favourite holiday destination?

I love remote, dramatic landscapes, so the Scottish Highlands are a definite favourite. We are yet to visit the Orkney Isles and I would love to spend time there next summer exploring the area with the family and hopefully catching a glimpse of the Northern lights.

Describe yourself in three words?

Organised, creative and sensible When you were a child, what did you want to be when you grew up?

A vet.

Find us online...

Equestrian Business is growing, so to find out more, access news as it happens or discover how you can get your brand in front of thousands of key decisions makers thanks to our website, visit www.ebmonthly.co.uk. Trade account holders access the full site content, including online versions of the magazine.

To find out more email enquiries@ebmonthly.co.uk.

March 2016 www.ebmonthly.co.uk

Equestrian 59 Business

March 2016 www.ebmonthly.co.uk

Equestrian 60 Business