Equestrian Business Monthly - May 2011

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Inside this issue Features 10

SUMMER AILMENTS

16

RIDER EQUIPMENT

20

DIVERSIFICATION

26

BETTER BUSINESS

30

VETERINARY MEDICINES

38

SPECIAL FEATURE

Fly control and sun protection Important accessories Broaden your stock Best of British

Veterinary Medicines Regulations Gastric ulcers - the hidden threat

Regulars 5

UK NEWS

32

LET’S TALK PRODUCTS

39

ON THE MARKET What to stock

FORWARD FEATURES

40

SECRET SURFER

The next three months:

The latest industry news Summer rugs

Websites on show

Contact US Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK T: +44 (0)1953 850678 F: +44 (0)1953 851936 E: enquiries@ebmonthly.co.uk W: www.ebmonthly.co.uk Editor – KATE HANNAM E: editorial@ebmonthly.co.uk Advertising Sales & Production - ALLISON KEMP T: +44 (0)1953 852946 E: allison@ebmonthly.co.uk

Disclaimer

MONTHLY

Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business Monthly nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

BUSINESS

JULY Supplements First aid & injury management Business – Building a website Let’s Talk Products –­ Children’s clothing AUGUST Clippers Caring for the veteran Wholesale & distribution Business – Packaging Let’s Talk Products – Winter rugs (turnout & stable)

Design – HOLLY TODD @ PressPoint E: graphics@presspoint.co.uk

EQUESTRIAN

JUNE Grooming & coat care Equipment for the horse Business – Going global Let’s Talk Products – Body protectors

JUNE Land & stable management

EQUESTRIAN DIRECTORY

JULY Tack & equipment AUGUST Coat care & clipping Download our media information pack from www.ebmonthly.co.uk 3


EDITOR’S COMMENT

RAISING AWARENESS Hopefully you enjoyed a welcome Easter break, but now back in the office thoughts turn to the summer months ahead and how to make the most of them. April saw the inaugural Sweet Itch Awareness Month launched in the UK ­– a joint project between Janssen Animal Health, the British Horse Society, Redwings Horse Sanctuary and World Horse Welfare – whilst this month the spotlight turns to Gastric Ulcer Awareness Month. We

of sweet itch solutions and fly rugs or antacid supplements and high-fibre feeds, alongside some attractive point of sale material, will help to remind horse owners why they need to visit your store. It’s always worth keeping an eye out in the equestrian media for any upcoming initiatives that you as a retailer can get involved in. However, why not go a step further and consider running your own ‘Awareness Month’ in store? This could be based on anything from prevalent seasonal problems, to health conditions, first aid or even behavioural issues; anything where you have products that can offer a solution. Consider linking up with your local veterinary practice, charity or equestrian centre to promote it further, and see how much of a difference you can make! As I think I’ve said several times in this column now, in this ‘current economic climate’ small businesses have to look at ways to attract attention to themselves and encourage customers through the door. Aside from awareness campaigns, another example of ‘raising awareness’ is the idea from a mail order business based in Wiltshire, which is helping to raise funds for World Horse Welfare. Ascott Smallholding Suppliers is donating 10% of the retail price of any of its equestrian items sold to the Norfolk-based charity, providing that extra motivation for customers and a bit of positive PR for their company, as well of course as help a worthy cause.

Awareness campaigns are a great opportunity for retailers to capitalise, as well as doing their bit to improve equine health

profile both of these issues in this month’s Equestrian Business Monthly, to enable you to jump on the bandwagon as more horse owners become aware of, and concerned about, these conditions in the weeks ahead after seeing posters in their veterinary surgery or articles in the consumer press. Campaigns such as these are a great opportunity to capitalise, as well as doing your bit to improve equine health and welfare. From posters on the window to eye-catching displays 4

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It’s also worth mentioning the Best of British feature in this month’s issue. What started out as a ‘regular’ business feature soon attracted interest from companies who couldn’t wait to extol the benefits of being based in the UK. So, turn to page 26 to see some of the very best that our country has to offer. The ‘Made in Britain’ tag is another great selling aid for retail outlets, and confers ideas of quality, service, ethical production values and

May 2011

practicality. How about making the most of the patriotism from the Royal wedding and build-up to the Olympics with a Britishthemed display? In a small but nonetheless important way, by doing so you are contributing to the British economy, and in turn may reap the benefits in years

of improvement. Hopefully, those we have featured will take on board the comments in good faith and instigate changes to make their sites more productive and userfriendly. Producing a good website is more difficult than it might sound but in my view

to come. So popular was our Best of British feature that we were unable to fit in the below point from the team at ShowQuest, but I consider the points made to be very valid, so I didn’t want to miss them out. They say: “It is imperative that we keep manufacturing in Britain to remain the world’s market leader in the equestrian industry. We must keep jobs and skills; for example, we have saddle makers who have handed down their experience through many generations – this would be a disaster to lose, once it is gone it is gone! With the help of retailers we will enable our industry to grow and regain the status we experienced many years ago. This in turn improves our economy, thus restoring confidence and encouraging new businesses, and bringing young people into a financially viable sector. This is needed for the industry’s future.”

it’s worth it – I’m sure I’m not the only person to be put off investigating a company further just on the look of its home page. In fact, we’ve taken on board some of the comments ourselves and re-designed our consumer website, Let’s Talk Horses! Certainly manufacturers are starting to recognise the benefits of someone else critically reviewing their sites, as evidenced by the fact that three of the four companies secret surfed in this month’s issue were requests. Although we can’t guarantee inclusion, if you would like your website to be scrutinised in a future issue, please do get in touch and make the most of this informative feature.

Secret Surfer update It is now five months since we began ‘secret surfing’ manufacturers, assessing the highs and lows of their websites and suggesting areas

Equestrian Business Monthly

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

Kate Hannam


UK News A round-up of the UK’s equestrian trade news Rising costs are driving down profit margins One in three companies in the UK equestrian products and supplies industry are making a loss, according to new research from market analyst Plimsoll. Many in the market are finding it difficult to pass on the pain of cost inflation to their customers as competitive pressure is restricting their pricing power. Lead analyst and author of the new Plimsoll Analysis, David Pattison, explains the growing problem in the market: “Whether it’s fuel, materials or wage demands every company in the equestrian products and supplies industry is being squeezed by ever increasing costs. 62% of companies have seen their gross margin fall in the latest year. Unfortunately, many are reluctant to pass on price rises for fear of losing customers to cost savvy competitors. However, falling profit margins across the industry is the first warning sign

that this strategy has become unsustainable.” Pattison continues: “Over the past two years the average profit margin has fallen to 3%. More worryingly, 129 companies are losing money, with 71 of these doing so for the second year running. These companies face a tough decision – protect their market share and continue to lose money or adjust their prices to reflect their increased costs. Without refocusing on the bottom line, many of these companies will simply run out of cash.” Pattison goes on to explain that it’s not all bad news however, and that many companies are getting it right: “129 companies have managed to actually increase their profit margins over the same period. In all, 218 companies have managed to stay in the black despite rising costs. Clearly, operating profitably is difficult but not, as

£1,000 win for Seals at BETA International The team at Seals Fodder Room were delighted to win the TopSpec Outstanding Game at this year’s BETA International, walking away with the £1,000 prize. The competition focused on knowledge of the TopSpec range, and the company philosophy and principles when it comes to product development. With 10 sentences to complete by adding in a missing word, the winner was the visitor to the stand who finished the game in the

quickest time. Kevin Walters of Seals Fodder Room in Derbyshire, completed the game in the fastest time. Says Kevin: “I was delighted when I finished the sentences and went to the top of the leader board but didn’t think I would run out the winner. It is great to win £1,000 but also I was very pleased that the game tested my knowledge which is something I feel is very important when running a retail store.”

yet, impossible.” The new Plimsoll Analysis – Equestrian Products & Supplies will tell you instantly which companies are prospering in the post-recession market place, those set to be bought out and those heading for trouble – across the whole of the market and in the individual regions. It gives an instant performance rating on 347 companies and highlights those ripe for acquisition. Each company is assessed using the Plimsoll Model - a graphical and written analysis that lays bare the facts and gives you instant opinion. Readers of Equestrian Business Monthly are entitled to a £50.00 discount off this new special edition of the Plimsoll Industry Analysis – Equestrian Products & Supplies. Call +44 (0)1642 626400 for further details and quote reference PR/LI18.

SQPs spend a day at the zoo As part of Merial’s ongoing commitment to SQP training and CPD, the company held two events in March at ‘wild’ locations. On 15th March the venue was Twycross Zoo, and the following day the team raced to Bristol Zoo to host a total of 157 SQPs over the two days. Eager SQPs earned 26 AMTRA points thanks to talks from a variety of parasitology experts, including Professor Jacqui Matthews of Moredun Research Institute, Edinburgh, who explained the latest thinking on worming, and Emma Batson discussing the EQVALAN WEC programme latest results. EQVALAN Product Manager Claire Edmunds says: “It was a busy two days but very worthwhile. We were really pleased with the turnout and feedback and hope to hold similar events next year.”

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ASA adjudications for equestrian advertisers Equine America (UK) Ltd The Advertising Standards Authority (ASA) has upheld three out of four complaints made against Equine America (UK) Ltd concerning two advertisements for the company’s joint supplement, which ran in the equestrian press. The advertisements made claims that referred to several other popular equine joint supplements as having no objective clinical evidence for improving joint mobility, which were challenged on several counts: 1. VetVits Ltd challenged whether the claims that its product EquiFlex did not have any objective clinical evidence of improving joint mobility were misleading and could be substantiated (not upheld). 2. VetVits Ltd challenged whether the claims denigrated its company (upheld).

3. RAP challenged whether the claims that Equine America (UK) Ltd had clinical studies for Cortaflex were misleading, because they understood that the trials had been conducted on a formulation of Cortaflex that was not available in the UK (upheld). 4. The ASA challenged whether the ads misleadingly implied that Equine America had robust objective clinical evidence that Cortaflex improved joint mobility (upheld). As a result, the advertisments must not appear again in current form, and Equine America was told to ensure it held robust substantiation for future claims. The ASA also told the company to ensure it did not discredit other products in future.

Point Two Ltd The Advertising Standards Authority (ASA) has also upheld

all five objections made against Point Two Ltd concerning two advertisements for the company’s air jacket: 1. BETA and Design Headwear challenged whether ad (a) misleadingly implied that a level 3 body protector offered the same level of protection as using no protection at all (upheld). 2. Design Headwear challenged whether ad (a) was irresponsible, because it could discourage riders from using an established means of protection for a highrisk activity (upheld). 3. BETA and Design Headwear challenged whether the comparison between the advertised product and BETA level 3 body protectors in ads (a) and (b) was unfair and misleading, because air jackets only offered protection when inflated, which was not guaranteed in every incident,

whereas body protectors offered protection at all times (upheld). 4. BETA and Charles Owen & Company (BOW) Ltd challenged whether ads (a) and (b) were misleading, because they believed the tests referred to were designed specifically for air inflated apparatus, rather than foam body protectors, and used a scenario that was not representative of a fall from a horse (upheld). 5. BETA and Charles Owen & Company (BOW) Ltd challenged that the claim “The child’s Point Two Air Jacket offers six times more protection than a BETA level 3 body protector” in ad (b) was misleading and could be substantiated (upheld). More details of both adjudications can be found at www.asa.org.uk

Early bookings reap rewards

Merial provides online training

More than 120 companies have taken advantage of BETA International’s Early Commitment Discount incentive by taking stands for the 2012 show. At the scheme’s 11th March deadline, 4,500 sq m of space had been taken – an increase of more than 350 sq m compared with bookings at the same time last year. “This really highlights the success of BETA International and the fact that companies have yet again put their faith in the show by committing their resources to exhibit is a great boost for the organisers and the trade in general,” says Richard Lawrence, sales and marketing director of Matchmakers International and chairman of BETA International’s trade fair committee. “Over the course of this year, we will strive to improve the experience for exhibitors and visitors alike as we continue to deliver the best possible environment for business to flourish over the show’s three days.” Claire Thomas, commercial manager of Equestrian Management Consultants, organiser of BETA International, adds: “The Early Commitment

If you’re struggling to complete your CPD training by the deadline of June 2011, then go online to complete Merial’s comprehensive equine parasitology training programme. ’Equine Parasites and Their Control’ was devised and written by Ridgeway Science in conjunction with Merial Animal Health. The eight module distance learning programme contains essential advice on the key aspects of parasitology, and SQPs and VNs completing the AMTRA accredited course online can claim 15 CPD points towards their total. EQVALAN product manager Claire Edmunds explains: “Each module is designed to provide achievable goals during each

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Discount has seen a year-uponyear increase as companies reap the benefits of this initiative. Repeat bookings from many previous exhibitors is a fantastic endorsement of the show.” To qualify for the Early Commitment Discount, stand applications had to have been received by 11th March to receive a 2.5% rebate. Then, if a 10% deposit is received by 3rd October and a final payment made by 9th December, a further 5% net rebate is awarded, adding up to a total saving of 7.5%. BETA International 2012 will take place from 19th to 21st February.

Comfort Zone no longer available from Trilanco The entire Comfort Zone Range will now only be available from the manufacturer Tagg Equestrian, as Trilanco has ceased its distribution of the range in the UK. Retailers and suppliers wishing to buy the Comfort Zone rug range including the Lapel Rug May 2011

Equestrian Business Monthly

study period, which should take no longer than 60 minutes. At the end of the online manual there is a quiz enabling you to qualify for the CPD points and upon passing the quiz you will receive 15 points, a significant contribution towards your CPD total. In addition for completion each SQP will be able to download a certificate to display in store/in practice. “Merial has always had a strong commitment to CPD and this online training programme now makes it easier than ever to keep up to date with the latest thinking in parasitology.” For more information please call +44 (0)8706 000123 or visit www.merial.co.uk/cpd to start the course today.

horse and dog rugs, the Airflex Plus products and the range of Comfort Zone saddlecloths and numnahs, should contact the Tagg Equestrian sales team direct.


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Protexin wins prestigious Queen’s Award Probiotics manufacturer Protexin has been named as one of the few winners of the Queen’s Award for Enterprise 2011, for its continuous achievement in international trade. Awarded by HM The Queen, on the advice of the Prime Minister, David Cameron, The Queens Award for Enterprise is the UK’s most prestigious award for business performance. Commenting on the award, Protexin commercial director Jonathan Sowler said: “To be awarded this prestigious award for our continuous achievements over a long period of time is something we are all very proud of. The dedication of all our employees to ensuring we

continue to meet our aim of producing the most innovative and scientifically researched products available is recognised with this award from The Queen, and we look forward to even greater success in the future.” Protexin has three main divisions, Human Health Care, Veterinary Healthcare and Animal Healthcare, which includes the probiotics brand for the equestrian market, Protexin Equine Premium. Research into probiotic bacteria is of key importance to the success of the company, and Protexin invests heavily in this area on projects with leading universities and research centres to advance this technology.

Jonathan Nelson of Protexin with Bud and Riley

Pfizer announces new equestrian sponsorships Pfizer Animal Health has confirmed its ongoing commitment to the equestrian industry with its sponsorship of some of the UK’s leading events, riders and charities. New sponsorships this year include The Pony Club Showjumping Championships and the Trailblazers Showjumping Qualifiers. In addition the company will be sponsoring the veterinary inspection at Badminton Horse Trials and the Burghley Sponsored Ride this year. Pfizer’s EQUEST and EQUEST PRAMOX brands will also be maintaining their association with three day event rider Mary King. In addition the company

will be continuing its support for The Blue Cross, in the form of sponsorship of the charity’s horse trailers and the provision of a healthcare package for companion horses homed through the charity’s equine loan scheme. Paul Blanc, equine brand manager at Pfizer Animal Health, says: “We feel privileged to support such a diversity of equestrian events and organisations, from grass roots up to international level.” Pfizer’s sponsorship portfolio is supported by the company’s new Manage, Test, Plan, Dose worming campaign, which helps ensure horses are kept in the best of health all year round. www.ebmonthly.co.uk

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Trelawne launches worldwide social media marketing campaign Trelawne Equine, the UK distributor of the Easycare range of barefoot horse boots, is taking part in a worldwide, online teaser campaign to market a new boot, thought to be the first campaign of its kind within the industry. The Easyboot Trail hoof boot, launched on 25th April 2011, is a revolutionary new barefoot boot for horses. American manufacturers EasyCare set about to reveal various elements of the boot design and characteristics as part of a fourweek countdown to the product launch date.

An online countdown clock, set to American time, was used by all international distributors, who coordinated their own social media campaigns along strict guidelines from America. Kathy Carter of Sirenia Press Solutions says that equestrian fans in the UK are fervent users of social media platforms: “It makes sense to harness this medium for marketing purposes – EasyCare’s teaser campaign was designed to help consumers feel part of a developing story, and to build up some anticipation.”

New Appointments Countryside Alliance appoints new regional director The Countryside Alliance has appointed a new regional director for the North of England, Simon Hamlyn, who represents the counties of Cheshire, Lancashire, Cumbria, Yorkshire, Durham, Northumberland and Derbyshire. Simon joins the Countryside Alliance having spent the previous ten years working for the British Association for Shooting and Conservation.

UK News

New chief executive for RASE The Royal Agricultural Society of England (RASE) has completed its planned restructuring with the appointment of a new chief executive to manage the charity’s core purpose issues. The Society’s former director of marketing and communications, Denis Chamberlain, has stepped up to be chief executive of a smaller, more focused RASE. The organisation will concentrate on working with industry partners to develop its Practice with Science agenda, act as a think tank on technical and scientific issues and promote an education and training agenda. The granting of a long-term lease to LaSalle Investment Management, to develop the Stoneleigh Park site, was announced in January 2011. Having completed the arrangement with LaSalle, RASE chief executive, Brian Warren, has left the Society.

Kate joins Gatehouse

New faces for Allen & Page

Kate Taylor has been appointed sales manager for Design Headwear, manufacturer of Gatehouse riding hats, including the popular HS1 Jockey Skull. Kate has a long and practical equestrian background and has extensive sales experience in the field of safety headwear.

New face at easibed Animal bedding specialist Trevor Coultan is taking over the reins at easibed following the departure of former national sales manager Ian McColville. Trevor, who has worked for easibed’s parent company GI Hadfield & Son Ltd for seven years, is taking on easibed as part of a restructure, which will see him overseeing all of the business’s bedding products including cattle, equine and poultry. Trevor is currently national product development manager at Hadfields. His title will not change and he will continue to develop new bedding products for the company, as well as manage sales for its existing bedding products.

Rhonda joins Sherwood Forest Rhonda Hicks has joined Sherwood Forest as sales executive for the South East, having previously worked at Matchmakers International for six years before taking time out to have her twin boys, who are now 10 months old. Rhonda will be representing all the Sherwood Forest brands as well as its other brands Puffa Countrysports, Grassroots and GTI Outdoor. 8

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Allen & Page is pleased to welcome two new members to the team. Equine nutritionist Rachel Parrott has a first class degree in Equine Dental Science from Hartpur y College and has been around horses from an early age. Rachel is getting stuck in to her new role at Allen & Page and says: “It will be great to be part of a team working to help improve the way we feed horses as well as being integral to new research and product advances.” Davina Hardiman also joins Allen & Page as area sales manager for South West and Wales. An experienced horse owner, Davina comes from a strong business background having run her own catering business. She says: “I am looking for ward to helping at yard calls, as I can find out about people’s feeding concerns and help them work out ways to solve the problems and improve their horses.”

UK News News In Brief Alex Hua Tian joins forces with Leslie Sutcliffe Chinese Olympic event rider, Alex Hua Tian, has teamed up with Leslie Sutcliffe to promote the Farnam Grooming range of products. “We are happy to be supporting Alex in his quest for the London Olympics,” says Leslie. “With a stable full of greys and white socks, Alex is going to be using a lot of our best whitener: White ‘n Brite.”

Oliver P. Kuhrt to leave Koelnmesse Oliver P. Kuhrt, the executive vice president of Koelnmesse, has formally resigned from his position in order to take on a new professional challenge. The responsibilities of Mr. Kuhrt’s management division will be taken over immediately and until further notice by Gerald Böse, chief executive officer of Koelnmesse.

jackets raise funds for red nose day EquestrianClearance.com had an excellent response to its Comic Relief appeal, raising £200 for the cause. For every EquestrianClearance. com blouson jacket the company sold it donated £5.00 towards the appeal. Says Lorraine Meadowcroft: “We take our charity work very seriously. Comic Relief is a massive event and we are very proud to be able to contribute to the appeal, we will continue to help charities especially those close to our hearts.” Previous EquestrianClearance. com campaigns have included the Breast Cancer campaign.


Spot light on America Vet 2011: The Year of the Veterinarian Retailers can jump on this promotional bandwagon – 2011 marks the 250th world anniversary of veterinary education, and a kind of ‘global’ party is in the works. Numerous organisations from around the world are honouring veterinarians through special events. Some examples of events include symposiums on veterinary science and research; conferences on the future development of the veterinary profession; symposiums in relation to animal issues; veterinary conferences concerning animalrelated events; the issuing of a postage stamp bearing the portrait of Claude Bourgelat, the initiator of the world’s first veterinary school in Lyon, France, in 1761, shortly followed by the Alfort veterinary school, near Paris, in 1764; and sessions commemorating the birth of the profession, with a press conference in each veterinary event held in 2011. There will also be much television and radio coverage on:

• • • •

The history of the profession and veterinary science; Veterinary education; The various forms of professional practice; The role of veterinarians in: reducing global hunger, controlling zoonoses, monitoring food quality and safety biomedical research, promoting animal welfare, protecting the environment and biodiversity

One of the most important events is the World Conference on Veterinary Education, from 13th to 15th May, in Lyon, France. For more info go to vet2011.org.

For information about any UK projects contact Mrs. Lizzie Lockett, Head of Communications, Royal College of Veterinary Surgeons, via email at l.lockette@rcvs.org.uk.

Kerrits Equestrian Apparel puts down roots in Washington, USA On 1st May 2011, Kerrits Equestrian Apparel company opens its doors to its much-needed, expanded headquarters at the Port of Klickitat in Bingen, Washington. The company has been based in Hood River, Oregon, for the past twenty-five years. “We’re growing and expanding. We need more space – and we need more people,” says President, CEO and entrepreneur Kerri Kent. The new facility at 154 East Bingen Point combines the spaces previously used by two separate businesses. Two large shipping doors will allow Kerrits to streamline its distribution processes, and the extra space will finally give the company more conference and creative space.

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SUMMER AILMENTS

Safe in the sun Summer is the time of year that many horse owners look forward to the most, but the arrival of warmer weather does bring with it several potential problems. Equestrian Business Monthly shines the light on two of the most common and examine some of the products available to help keep summer ailments at bay.

Flying pests Flies, midges and mosquitoes create a nuisance for most horses during the summer months. Not only do they cause irritation when feeding off secretions from nose and eyes and by biting the skin; certain flies can be responsible for the spread of diseases. Midges meanwhile are the protagonists behind sweet itch. “Flies and insects can cause anything from mild irritation to habit forming vices in horses,” sums up a spokesperson for W F Young. “A sensitive horse can get very worked up if flies are constantly buzzing round him. This can be very troublesome for horse owners, for without the right management, the issue doesn’t go away.” Fly repellent is a key purchase for horse owners throughout the season, and is available in a variety of mediums and comprising various ingredients. Tracey Morley-Jewkes, company director of Fly Away, advises: “Select effective fly repellents to provide every day protection. If the problem is severe, high strength products will deter even the most persistent of pests. Using roll-ons or handy wipes are great for those hard to reach areas and also handy to carry in your pocket out on a hack or at a show. Recommend products from companies who are happy to share evidence that proves effectiveness and also provide a specialist advice line.” Some horse owners continue 10

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to make their own fly sprays at home; however, this is not to be recommended, according to Denise Allan of Trus-STEED: “Horse owners should not make their own repellents without the full understanding of what contra indications these can have on the horse and user.” Tracey MorleyJewkes agrees: “It takes years of research, trials and investment in high performing raw materials to ensure that our (commercially produced) fly sprays really work. Despite best intentions, home made recipes can cause harm – for instance, the quality of common ingredients such as lemon eucalyptus, citronella and neem can vary massively. “Many off-the-shelf oils can be contaminated, vary in strength, are not processed for safe use and inconsistent in quality. This can limit effectiveness and can cause irritation.” Whichever products the customer chooses, Denise Allan advises a triple-pronged attack. “The Xtreme range of repellents protect the horse, rider and the environment from these insects and the contaminants they cause,” explains Denise, highlighting anti-fly products available for riders, treatments – such as insecticidal paint additives – for stables and buildings and sprays for fabrics as well as for the horse itself.

instructions that should be on each bottle, including the active ingredient. Natural ingredients found in fly repellents include citronella (although this may not be termed the active ingredient), vinegar, lavender, geranium, eucalyptus, rosemary, cedarwood, tea tree

On the label All commercial fly repellents must be approved by the Health and Safety Executive prior to being sold. There are also a number of statutory requirements and May 2011

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and garlic oil - all of which have a strong smell, which confuses insects and renders them unable to find their ‘prey’. Man-made ingredients include Diethylmetatoluamide (DEET). According to the National Sweet Itch Centre, research has shown that the higher the concentration


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SUMMER AILMENTS of DEET, the more effective and long-lasting it is likely to be. However, like citronella, DEET can cause skin irritation in some cases. Ultimately, the choice between natural or man-made repellent is down to personal preference. Tracey Morley-Jewkes adds: “Remember that chemical isn’t always stronger – scientifically controlled trials proved that natural active ingredients are capable of providing strong cover and at the same time be safe for continued use.” In some cases, insecticides may prove necessary. These include

is a hypersensitivity to midge bites that is thought to affect between 3 and 5% of horses in the UK. Signs that a horse may be suffering can include severe pruritus (itching), hair loss, skin thickening, dandruff and weeping sores. The top of the tail and the mane are most commonly affected, but sweet itch can occur anywhere. Tracey Morley-Jewkes explains: “Midges are active from March to October, so encourage your customers to start early – prevention is better than cure. Applying a cream based formulation, such as Fly Away’s

Image courtesy of Absorbine benzyl benozate (very effective but should not be used on bare or broken skin), permethrin (longer lasting than benzyl benozate) and pyrethrin, which is extracted from some species of chrysanthemum flower. It is important to remind customers that gloves should always be worn when applying insecticides, and if trying any fly repellent or insecticide on the horse for the first time, a patch test should be carried out first to check for any allergic reaction.

Sweet itch Sweet itch, also known as recurrent seasonal pruritus,

Midge Away, that is specifically targeted at repelling midges, offering good protection and longevity of cover. If the problem becomes severe then a fly sheet may be worthwhile, but remember to apply repellent cream to those areas that the fly rug cannot reach. “Next, look at the environment. Insecticides can be used on rugs, stables, bedding, tack rooms, lorries and trailers to keep the environment fly and midge free and reduce the risk of spreading diseases. There is so much that can be achieved using the right combination of products.”

Protective products A good fly repellent is just one step towards combating the problem of flies. For example, a garlic supplement can be fed alongside, as the oils found in garlic will naturally secrete through the skin, emitting an odour that discourages the flies from landing. Fly veils, fringes or masks meanwhile can make a huge difference to the comfort of the horse. Says a spokesperson for W F Young: “Important considerations when purchasing a fly mask include ensuring it is a good fit, and won’t rub the horses head. Value for money is also important – it is better in the long-run to spend a little more money on a high quality product, which is robust and will last for longer.” Fly masks can be used in conjunction with a fly rug to give all-body protection; some use intelligent fabrics or insecticide coating and are designed with sweet itch sufferers in mind. Other items include fly trapping tape, stable fans and bug zappers, which can be used in the stable to keep flies at bay.

Sun protection Although exposure to sunlight can benefit horses in many ways, there can sometimes be harmful side effects. Horses with areas of pink skin are most susceptible, such as grey horses (particularly around the eye and muzzle) or those with white markings. Sun damage can range from mild sunburn, to skin conditions, to eye damage, to in very serious cases colic or liver damage. In terms of treating any sunburn that occurs, zinc oxide cream or aloe vera gel can be effective, as

can products designed to boost the immune system and hasten healing. Prevention is better than cure, however, and horse owners should use a combination of sun cream and protective clothing. Many fly masks and rugs can be used to guard against both flies and sunburn. Says a spokesperson for W F Young: “Horses can be affected by sunburn in a similar way to humans. UV rays are harmful and sunburn amongst horses with pink skin is common. Therefore, it is necessary to protect the horse from the sun, especially round his face. The UltraShield brand fly mask features seethrough mesh, which provides superior UV protection.” Fly and summer rugs can also help to guard the horse’s skin, whilst certain leg chaps are available that have been specially designed to provide UV protection to the lower-leg.

Equine skin cancer Overexposure to UV rays may lead to the development of squamous cell carcinoma, a form of cancer. This disease usually first appears where the skin meets mucous membranes – around the eye, eyelid, nose, lips, penis or vulva – and horses with pink skin in these areas are particularly at risk. Owners of such horses should keep these areas fully protected, and be advised to check them regularly, as if caught early squamous cell carcinoma is treatable. However, if the cancer spreads to other areas, then this condition can be fatal.

Powerful formulas

NAF Off

Lincoln Classic Fly Repellent Liquid is a powerful, long lasting, dual action formula. Contains DEET and the new generation fly repellent PMD. Solvent based. A must-have item to stock during the fly season. Also available is Lincoln Fly Stoppa, a high performance, dual action fly repellent with the additional antibacterial benefits of natural tea tree oil. Water based. Contains skin conditioning glycerine. A must have to stock during the fly season.

Customers won’t miss this summer’s brand new NAF Off Citronella equine coat spray in its bright funky acid green and pink packaging. Furthermore, it comes with a free NAF Of Citronella Wristband for riders, which contains pure citronella oil, is waterproof and has an adjustable control of level of fragrance. Also available is the reformulated NAF Off DEET, which now has more power to repel flies, a pleasant aroma and it’s kind to the horse’s coat.

Battles: +44 (0)1522 529206 or +44 (0)1522 541241 www.battles.co.uk/lincoln 12

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NAF: +44 (0)800 373106 www.naf-uk.com

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SUMMER AILMENTS Ultra protective

Ultimate protection

UltraShield contains the most effective active ingredients on the market; permethrin and pyrethrin, providing instant ‘knock-down’ for flies and insects and a long lasting fly repelling protective shield. It’s incredibly economical – one application can last up to 17 days. RRP: £23.93 for 946ml spray. The UltraShield Fly Mask is made from new RipSheild material; it’s super-tough and tear resistant. The see-through mesh has adjustable safety-release closures to ensure a good fit. RRP: £19.43.

Two years intensive research in the Leovet laboratories have led to the existing Phaser formula. Tests by the Swiss tropic institute once again confirm the product can provide seven hours of complete repellent effect. The active agents are geranium oil, pennyroyal oil, cade oil and juniper. RRP: £13.59.

Absorbine: info@absorbine.co.uk www.absorbine.co.uk

Agrihealth incorporating Eddie Palin: +44 (0)2838 314575 www.eddiepalin.com

Total midge control

Invisible shield

This super strength natural herbal formula is proven to repel all midges, biting insects and flies. Even effective against the infamous ‘ Scottish Midge’. Suitable for mane, tail, belly, rump, face, ears and all exposed areas of coat. This safe and effective cream reduces irritation, rubbing, hair loss and skin soreness. HSE approved and contains no FEI listed banned substances. Available in 5 litre, 1 litre and 400mls from all major wholesalers. RRP: £13.99 for 400ml.

Think Fly contains a unique blend of herbs and spices along with MSM, zinc and other nutrients for healthy skin that build up in the system to create an invisible 24 hour shield, offering natural protection from all types of flies. Think Fly now has added garlic oil, cider apple vinegar and nicotinamide to further enhance effectiveness. Nicotinamide (vitamin B3) is included for healthy skin and cider apple vinegar enhances the aroma for faster results. RRP: £32.95.

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

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

Banish flies

Unique formula

Garlic Horslyx is an easy, fuss-free and cost effective method of balancing deficiencies in forage and grazing whilst also helping to protect against biting insects. Garlic Horslyx provides the health benefits of garlic with minimal calories, making it safe for good doers and laminitics. In addition, Garlic Horslyx contains optimum amounts of vitamins, minerals and trace elements in order to balance the diet. RRP: £3.40 for 650g, £12.70 for 5kg and £24.40 for 15kg

Tri-Tec 14 is the new fly spray (HSE 9215) now available in the UK from the USA to lead the fight against infectious diseases such as Swamp Fever, West Nile Virus, Lyme Tick Disease and more. Tri-Tec 14 kills the flies, culicoides, mosquitoes, ticks and lice that can carry infectious disease. The unique formula of cypermethrin, pyrethrins, permethrins, strong polymers and UV sunscreen keeps it in place for 14 days, making it effective, long lasting and economical.

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

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

Goodbye to the fly

Xtreme insect repellents

Introducing the new Snuggy Bug Body to protect against sweet itch and flies. The Snuggy Bug Body is a headless option, and comes as a two-piece neck and rug combo for ease of fitting. The rug, with built in belly band, tail wrap and flap, is fitted first. The neck is secured to the top of the rug with hook and loop. RRP: £135.00. Snuggy Hoods Sweet Itch Head also available.

Trus-STEED’s Xtreme range of repellents offers protection against flies, midges and other biting insects. Xtreme Rider Repellent is friendlier and more effective with longer lasting effect than common DEET-based products. Xtreme Bite Relief Spray will soothe skin irritated by midges using aloe vera and an analgestic giving rapid relief. Repellent Impregnation Kit is suitable for fly masks and fly rugs giving up to four months protection.

Snuggy Hoods: +44 (0)1225 783399 www.snuggyhoods.com

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Trus-STEED Ltd: +44 (0)8444 145439 www.trus-steed.co.uk May 2011

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EQUIPMENT FOR THE RIDER

Well equipped Equipment for the rider encompasses a wide spectrum of items, from clothing, footwear and accessories to performance and healthcare products, and everything in between. The needs of riders in terms of their equipment will vary depending on age, sex, discipline and level, as well as personal preferences. Some products – such as hats, body protectors and clothing – will be stockroom staples that serve the needs of the majority; others may be more targeted at particular groups, or make ideal gifts, accessories or add-ons to display at point of sale. To an extent, what you offer should depend on the type of equestrian clientele in your area, but there are a number of other things to bear in mind. The team at ShowQuest explain: “When buying stock, always offer an alternative but not too much of a choice; this can confuse and then often your customer will leave without a sale. Think carefully when buying, remember that you are not buying for yourself – you are in retailing to make a profit.” Smaller staples to stock

include gloves. Bob Cheetham of MacWet Ltd advises: “Riders demand that their gloves give confidence with a comfortable grip, wet or dry, and that they should be a perfect fit. MacWets come in a variety of sizes, six colours, short and long cuffs, winter and summer backs; they are suitable for all riders. Our unique measuring system means that retailers can eliminate multi trying-on sessions and items getting mixed up.” Products such as whips, hat covers, stock ties, lapel pins and hair accessories are equally important and should not be overlooked. Says the ShowQuest team: “Many times the smaller additional items get forgotten, but these are important to complete an outfit. Offering customers the choice is important, but make sure you have a reasonable quantity of each item in stock as these can easily be last-minute items.” Meanwhile, healthcare and performance products are gaining in popularly. From lip salves and body creams to energy bars and drinks, these items can make attractive in-store displays and enhance the potential for add-on sales, as well as demonstrating that the retailer is thinking not just about the needs of the horse but also those of the rider.

The endurance rider Endurance riders often have specific needs relating to their discipline. Andrea Baker, a level 3 coach for Endurance GB, a coach educator, and the Chef d’equipe for the Endurance World Class Start and Potential Squad, explains more.

Endurance riding is an everchanging and progressive sport, always seeking new ideas and innovations to allow riders to be better prepared, fitter and healthier for the job. Whilst for those starting in the sport there is no requirement for ‘endurance specific’ equipment, once riders begin to progress to longer distances inevitably thought needs to be given to the comfort, health and fitness of the rider. This will enable the rider to concentrate on producing the best results from their horses, rather than nursing aches, pains and discomfort. We take riders onto the squad once they have achieved advanced status nationally and have begun to compete in rides of 80km plus. They remain with us being trained, assessed and targeted at competitions, to prepare them for joining the Elite Squad. We often see riders begin with us having little regard for their own comfort, yet a comfortable, fit rider makes for a happier horse, more able to go the distance required. From the 20 or so combinations on the Squad, these are the things that our riders highlight as making a real difference: Stirrups: Such as caged stirrups or soft tread stirrups. Very

Selling accessories

be comfortable, and absorb concussion to enable the ankle and knee joints to be pain free. Riding boots: Must be easy to put on, provide support to the foot and be comfortable all day, whether it be in the saddle or trotting the horse up for the vets. Clothing: Needs to be cool and comfortable and dry-out quickly. Big seams are a no as they rub skin on longer rides and hot days. Socks need to be comfortable, dry quickly, be seamless and stay up! Riding hats: Will be worn all day! Need to be air cooled and vented, lightweight but of high safety standard. Chin straps and fixings must be comfortable. Rider nutrition: Riders need to constantly re-hydrate during the ride, or concentration will be lost. There are many products on the market, but those that are easy to open and drink whilst on the move and contain everything required for the endurance athlete, are favoured. Riders also need to eat small amounts of food to allow for slow energy release all day long. Easy to eat snack bars that contain all nutrition required are sought, and in a variety of flavours. What customers like normally might be different to what they want when they are competing. Other products: A lightweight but effective body protector. Reins that are comfortable to hold day long, good grip without causing rubbing to the hands and fingers. A face protector with a min of SPF 30 – riders are out all day, often in the glaring sun and wind. Joint supplements for the riders are as important as they are for their horses.

The team at ShowQuest provide some tips: • Display compatible items together, i.e. stock pins near stocks • Colour co-ordination, especially with accessories, works well • Change displays regularly. Never be afraid to put on display something really different to draw the customers’ eye

• Make use of point of sale material • Never be afraid to ask the customer if they need other items to

compliment their purchase, e.g. “Do you need a buttonhole to match your browband?” • A check list is good for sales staff for seasonal products, items the customer often forgets, start of showing season necessities spare hairnets, jodhpur clips, pins, show gloss, and so on • Keep the shop tidy, and while doing so move some products around. This encourages customers to browse – they may just see something different to purchase. 16

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This picture clearly shows some of the gear that an endurance rider might carry.the Image of Adam Farley important to allow feetcourtesy to

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EQUIPMENT FOR THE RIDER Quality designs

For every discipline

From the traditional to the flamboyant! These ready tied stocks are carefully designed in a shape to follow the contour of the rider’s neck. Superb quality Swarovski crystals and pearls are used to enhance the designs. Recently introduced are a lovely collection of hair bows and nets, to give the finishing touch needed to in the show ring, and one to watch are the new Especial Browbands and lapel pins, of which new designs are being launched throughout the year.

The HySCHOOL whip range is a versatile collection of whips. The range incorporates a variety of functional whips for every discipline, from the traditional riding whip to the colourful rainbow and tie riding whips, sparkling schooling whips and velvet handled whips. The latest editions to the range include the HySCHOOL Jockey Whip, great for cross country, the HySCHOOL Glitter Horse Head Riding Whip and the everyday whip with a splash of colour, the HySCHOOL Multicoloured Riding Whip.

Equestrian Supplies Ltd: +44 (0)1909 548005 www.showquest.co.uk

For hardworking hands Riders Barrier Hand Cream and Handie Crème are designed especially for riders, leaving hands silky soft without being greasy. A luxury hand cream available in standard pot size and pocket-size varieties. Splits, cuts and chaffs will benefit from daily use. RRP: £6.75 for 200gm pot, £4.25 for 100gm pocket pump. Also available are Rider Wipes, disposable heavy duty wipes ideal for a quick clean-up when at the yard or on the road. RRP: £6.25. IV Horse: +44 (0)1888 544261 www.4horse.co.uk

Battles: +44 (0)1522 529206 www.battles.co.uk/hyschool

Join the Macwet revolution

Skin care breakthrough

Macwet’s unique sports gloves are sweeping through the equestrian market, from the professionals like Oliver Townend – “My Macwets are an essential part of my kit – I go nowhere without them”, to ‘happy hackers’ who want a safe, comfortable, skin-like fit, with 14 sizes and six different colours to choose from. Superb grip – wet or dry – and machine washable. Macwets give every rider what they need – total confidence.

Both stockists and customers get a 100% No Risk Money Back Guarantee with this amazing cream, which heals cracked hands and feet, and horses’ heels and dogs’ paws too! The beeswax-based barrier cream, ideal for the equestrian enthusiast, not only nourishes the skin but is water, chemical, oil and dirt resistant. Stockists benefit from a choice of three low-cost starter packs with a free sampler pumper that allows customers to try the cream for themselves.

Macwet: +44 (0)8456 039075 www.macwet.com

Richard Starkie Associates: +44 (0)1162 592022 www.StarkiesBeeswaxCreams.com

High performance TORQ has developed its range of natural and organic performance nutrition products, including energy bars, gels and drinks, through a need to offer the highest standard of support to the athletes it works with. Riding activity represents a significant physical and psychological drain on the body and mind; TORQ products will help your customers remain energetic and focused, able to do more work, in less time and without feeling so exhausted. Soon to be distributed by the leading distribution company Battles. TORQ: +44 (0)8451 284312 www.torqfitness.co.uk 18

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DIVERSIFICATION

Spreading your wings In January’s issue of Equestrian Business Monthly, we shone the spotlight on the pet, livestock and wildlife sectors and looked at some of the benefits to be gained by equestrian retailers diversifying into these areas of trade. Here, we provide some tips on how to approach this strategy.

Successful strategies

Diversification can be a very effective way for smaller businesses, such as equestrian retail stores, to achieve growth. With pet and livestock ownership in Britain seemingly buoyant despite the economy, and with interest in feeding garden wildlife also on the rise, these sectors are ideal for certain equestrian retailers to target – namely, as Heather Giles, sales and marketing manager at Hilton Herbs, sums up: “Any retailer with surplus floor space in an equestrian retailer-dense area, with the aim of increasing footfall and, subsequently, business turnover.”

Market research is the first step towards achieving successful and profitable product diversification. For businesses looking to go into pet products, Heather Giles highlights: “How many pet shops or garden centres are there around you? Keep it simple, stick to dogs, cats and small furries, and leave the reptiles and aquatics to the specialists, and attend a pet trade show like PATS or Glee-Petindex to meet suppliers and manufacturers.” Diana Truman, executive

under individual associations – including pet product retailers. We also offer networking with like-minded retailers by having evening meetings across the country, where members meet to socialise, have guest business speakers and so on.” Interestingly, the PPRA is trying to extol the virtues of selling

If you can facilitate a great shopping experience as well as one that saves the customer time, you are on to a winner Other than saddle makers and manufacturers, everyone should stock pet and animalrelated products, according to Carina Evans of Dog Rocks. She expands: “Horse owners possess an understanding of animals and in almost all cases have dogs and other household pets. It’s much easier to go to a ‘one stop shop’ than to have to get pet supplies from other stores. Time is an important factor as well – looking after livestock of any sort is time consuming – and if you can facilitate a great shopping experience as well as one that saves the consumer time, you are onto a winner!” 20

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secretary of the Pet Product Retail Association (PPRA), concurs with the idea that equestrian retailers should start off with some basics, such as food items. The PPRA is an organisation similar to BETA, says Diana: “The PPRA offers a scope of business services to members and information on a wealth of subjects on problems that can beset an independent retailer. We represent nearly 8,000 independent retailers across a range of categories and are trade specific, so under the banner of BHF-BSSA Group (which will relaunch with a name change in May 2011), we represent

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equestrian products to its pet shop retailers. Diana explains: “I think equestrian retailers may possibly have more scope to increase range, as they may have more floor space than a smallish pet product retailer. I personally feel there is a crossover for some retailers who could sit quite happily in both camps.”

Pet trade shows: One of the best ways to view products and meet suppliers is by attending a trade show. The number of pet product exhibitors at BETA International appears to be on the rise; however, to get a wider view of this specialist market it is worth considering a visit to a pet product trade show. There are several different fairs to choose from across the country, as Diana Truman explains: “There are two major trade shows for pet products. PATS Sandown and Harrogate shows are growing exceptionally quickly in the numbers of exhibitors, and looking at their list of 2011 exhibitors there are a few equestrian people there. The other trade show to consider in the UK is PetIndex in September at Glee at the NEC in Birmingham. This show was the pet product show to visit, but lately has suffered from reducing exhibitors and visitors. However, they are working hard on resurging this exhibition, but with maybe more of a viewpoint as how pet franchises run in garden centres.” The Pet and Aquatic Trade Show (PATS) fairs have taken place for 2011 – PATS Sandown on the 22nd to 23rd March at Sandown Park, and PATS Harrogate on the 5th to 6th April at the Harrogate International Centre. At the time of going to press, the figures for PATS Harrogate were not available, but the expanded PATS Sandown show welcomed 1,504 visitors, a 20% increase on 2010. Glee takes place from 19th to 21st September 2011 at the familiar NEC in Birmingham. Glee has incorporated Petindex since 2001, and this year Petindex has been relocated to the heart of the show, in Hall 5. Other pet product trade shows to consider are meanwhile PetEX, held from 25th to 26th September at the Serpentine Hall in Dublin, Ireland, and Spoga + Gafa (more orientated at garden centres but also including some pet products), which takes place from 4th to 6th September in Cologne, conveniently at the same time as Spoga Horse Autumn.


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DIVERSIFICATION A wealth of information on pet products can be gained from speaking to pet suppliers and trade experts, but, as Carina Evans advises, the best place to research new markets is through customers: “Listening to them and taking on board their points is not only engaging but invaluable in terms of what to order in. Other factors will have a part to play, for instance if you live in a commuter belt you are more likely to spend a little extra on food and accessories for your pet than if you lived in a rural part of the country.” Of course, it’s not just the pet market that can provide lucrative extra revenue streams. Interest in garden wildlife is soaring, as are the numbers of people choosing to keep their own poultry or livestock at home. Many equine feed manufacturers have established their own

smallholder feed ranges, making it easier for equestrian retailers to access information and advice and establish orders. Jane Buchan from F H Nash Ltd, the parent company behind Baileys Horse Feeds, believes that poultry products and wild bird food are obvious products to start with. “Our brands all have informative web sites, whilst our sales team can advise on products and wholesalers of our ranges,” advises Jane. “Our Fancy brand includes a comprehensive range of feeds for poultry and waterfowl, as well as a wild bird mix, with key products 22

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in 5kg bags that are ideal trial or ‘starter’ sizes and look good on the shelf. Badminton Country Feeds caters for all types of smallholder animals, from sheep and pigs to cows, camelids and even deer. “The beauty with a company like F H Nash is that customers can order a number of horse feed brands, as well as smallholder and poultry products, in one go, giving greater opportunities for discounts on bulk orders. All our products are also available on a ‘sale or return’ basis, and retailers and their customers may access our team of knowledgeable nutritionists for specific advice.” Indeed, as most equestrian retailers are unlikely to boast pet, wildlife or livestock products as their specialist subjects, once decisions have been made as to which products to stock seeking additional help from manufacturers is firmly advised in order to make the most of any custom. Says Heather Giles: “Hilton Herbs can offer herbal food supplements and topical products for dogs, cats, poultry, caged birds and racing pigeons. We offer quality educational point-of-sale material, product training, and an experienced helpline team, and also offer advice on best sellers, stocking quantities, and display techniques.” Carina Evans adds: “We can back up any sales with leaflets, information on our website and counter units or points of sale. We also have a dedicated customer support line open during office hours and will come and do customer demonstrations and training days for your staff if required.”

as they are the ideal size and a great little impulse buy for this purpose.” Jane Buchan adds: “Clearly, wild bird food is more of a winter seller, although more people feed year round these days. Layers’ pellets are also a year round seller, whilst chick crumb

Can you sustain the sales you are likely to make, and can you back it up with the knowledge of the product?

and grower pellets will be more spring and summer products for those who hatch a few eggs for themselves. Many smallholder feeds will see higher sales through the winter as they are bought to supplement winter forage, and in early spring for ewes prior to lambing. The increase in people keeping a couple of pigs for the freezer may see pig feed sales take off in the spring and summer months too.”

Things to consider Before taking that final step into diversification, there are a couple of additional things to bear in mind. One particularly important consideration is shelf and floor space, as Heather Giles explains: “Many retailers’ premises are over-crowded with products, making choosing the right product a daunting prospect for the customer. Don’t attempt to take on big pet stores at their own game, keep collars, leads and beds to a minimum and look

As with equestrian products, it is important to take seasonality into account. Heather Giles advises retailers to, “research the kind of problems affecting animals and pets and plan their stocking and promotion accordingly”, whilst Carina Evans remarks: “Dog Rocks sells more in the spring and summer than in the winter, but you could market them as stocking fillers to maximise sales

May 2011

for unusual product lines.” Heather continues: “Consider diversifying by creating an online store and negotiate drop-ship terms with suppliers, which will avoid you having to find space, particularly for large bulky items.” Some items will require more storage space than others; for

Equestrian Business Monthly

example, poultry and smallholder feeds, like horse feeds, can be very bulky. Jane Buchan reassures: “[These products] do however bring the advantage of encouraging regular visits from customers who may then make other purchases.” This does nevertheless highlight the importance of researching the likely market demand for such items in your store before committing. Staff knowledge is another major factor. “Ensure staff are trained in basic animal nutrition and are able to advise on the products they stock,” says Jane, whilst Heather Giles advises: “Make sure at least one member of staff is a pet ‘specialist’ and trained accordingly.” Carina Evans meanwhile provides some food for thought, summing up: “Can you sustain the sales you are likely to make, should you forward-plan in terms of staff or hours, and can you back it up with the knowledge of the product which will bring people back to your store time and time again?”


DIVERSIFICATION

Animal wellbeing In March 2011, the People’s Dispensary for Sick Animals (PDSA) produced its first Animal Wellbeing (PAW) report aimed at delivering an annual index reflecting pet wellbeing in the UK. The charity states: “(The report) will enable us to identify areas where we, and other veterinary and animal welfare organisations, alongside retailers and the broader pet industry, can provide the pet-owning public with further information and support to help improve areas of animal welfare that are not being met.” Over 11,000 pet owners and 137 vets and veterinary nurses were surveyed, with the results formulated around the five animal welfare needs, as detailed in the Animal Welfare Act. Just some of the key findings that may be relevant to retailers are detailed below –­ more information can be found at www.pdsa.org.uk DOGS 8.309 million dogs in the UK – overall welfare score 62/100 One of the main worries is obesity. The survey found that

29% of dogs are fed on scraps and leftovers as one of their main types of food, with around one in three dogs now overweight. 42% of owners give their dogs treats on a daily basis. CATS 11.916 million cats in the UK – overall welfare score 65/100 The survey found that a worrying proportion of cat owners provide their cats with too few resources, for example litter trays, food and water bowls. This can cause chronic stress. A general rule is that owners should provide as many of these items as the number of cats, plus one. RABBITS 1.669 million rabbits in the UK – overall welfare score 53/100 Small animals such as rabbits sometimes have their welfare more easily overlooked. 10% of rabbits are living in hutches that are too small, and 42% are not getting the recommended daily amount of forage, which are key elements of the diet as they ensure good dental and digestive health.

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DIVERSIFICATION The Insider

The Smallholder Range

The PolyPads Insider is for pets who really feel the cold and want to keep their backs warm in its cosy pouch pocket. The special construction cleverly dries wet pets using accumulated body heat, helping to alleviate stiffness and arthritis. Both the outer and the inner of the bed can be washed together, helping to eliminate parasites. The quilted material is easy to vacuum clean, helping to reduce dust and hair accumulation.

Natural Free Range Layers Pellets provide a complete feed for free range hens. This feed provides all the vitamins, minerals (including calcium) and natural ingredients needed for a good sized egg with a natural golden yolk colour. It also includes Omega 3 oils for a healthy bird and wonderful eggs. All The Smallholder Range products are made without genetically modified ingredients, drugs or chemicals and are approved by the Vegetarian Society.

PolyPads: +44 (0)1842 752020 www.polypads.co.uk

Allen & Page: +44 (0)1362 822900 www.smallholderfeed.co.uk

Handy size bags

Breeder & Show Pellets

Alpha Feeds has launched new handy 3kg size bags in its Sporting Puppy and Sensitive varieties. Alpha Sporting Puppy is scientifically formulated to provide puppies of sporting, working and racing breeds with the essential nutrients for the best possible start in life. Alpha Sensitive with chicken and rice is wheat gluten free and is nutritionally formulated to meet the needs of those dogs with a delicate or sensitive digestive system.

This unique scientific formulation is ideal for all adult poultry and waterfowl but particularly those kept for breeding and showing. A blend of Omega 3 and 6 fatty acids supports the production of glossy feathers as well as sperm and egg quality. Alongside Sel-Plex, Breeder & Show Pellets also contain Bio-Mos prebiotic to optimise gut health and immune response. Layers’ Pellets also available, a fully balanced staple ideal for free range and penned birds alike.

Alpha Feeds: +44 (0)1427 880914 www.alphafeeds.com

Baileys Horse Feed: +44 (0)1371 850247 www.baileyshorsefeeds.co.uk

Nutritious treat

Keeping cool

The Hen Pecker from Battles is a nutritious treat for all poultry, and will help to relieve boredom. It contains wheat, maize and grit, and comes with a safe plastic hook so that it can be easily hung up. Also comes in a merchandising display unit to stand out on the shelf! Battles: +44 (0)1522 529206 www.battles.co.uk/ battlespoultry

Easidri’s brand new High Performance Cooling Coat is just for canines. The High Performance Cooling Coat uses Easidri’s hydrophilic properties, its capillary action and fine pore structure to absorb and retain water. This means that the coat holds the water to help keep the dog cool, but doesn’t allow the dog’s coat to get wet. Available in five sizes, from xsmall, back length up to 37cm, up to xlarge, back length 88cm. RRP: from £19.95.

Natural rocks

Complementary feed

Ensure that lawns remain burn patch free with Dogs Rocks. Dogs Rocks are a 100% natural and unique product, safe for all household pets, and there are no side effects. Dog Rocks are hassle free, simply leave in the water bowl, refresh water as usual and replace every two months. 100% natural rock, all natural minerals, straight from the earth. Laboratory tested. Available through all major wholesalers. RRP: £12.49 per pack.

Condition Aid is a combination of 12 specific nutrients, herbs and microscopic compounds, designed to keep dogs in first-class physical condition and aid the expulsion of internal parasites picked up from the environment. The feed contains Verm-X - an award-winning blend of herbs, formulated as an effective natural control of all internal parasites. Condition Aid also contains essential Omega 3 oils, natural antioxidants, supports a healthy digestive system and is wheat gluten free.

Dog Rocks: +44 (0)1628 822243 www.dogrocks.co.uk

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

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Easidri: sales@easidri.com www.easidri.com

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DIVERSIFICATION Diversify into dogs Allergies are increasingly an issue for dogs today. Top Coat is a tried-and-tested herbal supplement helping support a dog’s natural resistance to allergens. Also maintains depth of colour and skin pigmentation. RRP: £11.00 for 125g. A natural ‘twin’ for Top Coat is Phytobalm ointment, a ‘magic’ blend of herbs and essential oils in a Shea butter base. Perfect for all minor injuries! RRP: £13.00 for 130g. Hilton Herbs Ltd: +44 (0)8002 941250 (Freephone) www.hiltonherbs.com

Egg shell strength Uncle Jimmy’s Pecker Recker is the inaugural non-equine Uncle Jimmy’s product. This dangling brick of chicken feed keeps everybody’s beaks to themselves, and includes bits of stone to dull them. As always, Uncle Jimmy has thought of the animal’s nutritional needs; the stones in the longlasting, veterinarian-suggested formula assist with digestion as well. Also good for egg production, Pecker Recker contains ground oyster shell to bolster egg shell strength. Uncle Jimmy’s: www.uncle-jimmys.com

Munchy chews Following the successful launch of PJ Pet Products range of Rawhide dog chews, munchy chews and toys at BETA International, the company has set a strategy to focus on equestrian retailers as a perfect home for its product range. Fast-selling price points of just £0.99 to £1.99p and a product range of 30 items, catering for all size of dog. All edible products are based on rawhide, and come in a full range flavours. P J Pet Products: +44 (0)1455 203146 www.pjpetproducts.co.uk

Supporting healthy coats Blooming Pets Detangler and Conditioning Lotion from Equimins is a dual purpose product that is also sensitive, detangles, reduces matting, supports a healthy coat, repels dirt, grease and static and helps achieve lasting finish and shine. It’s natural, effective, safe and doesn’t contain any harmful chemicals. Available in 500ml trigger spray bottles. RRP: £7.75. Equimins: +44 (0)1548 531770 www.equimins.com

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Equestrian Business Monthly

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BETTER BUSINESS

Best of British When Equestrian Business Monthly set out to do a feature on the ‘Best of British’, the interest from manufacturers was outstanding. It is clear that there are many companies that are fiercely proud to call themselves British, and so here we explore some of the connotations attached to the ‘Made in Britain’ label, as well as what the future might hold for this important part of the economy. Chancellor George Osborne’s recent Budget was designed to encourage resurgence in the economy through private sector growth, with measures such as a cut in corporation tax; the establishment of 21 enterprise zones and increased support for SMEs. The Chancellor stated that manufacturing is crucial to rebalancing the economy, and that Britain should re-establish its reputation for high quality, high value products. Policy and politics aside, the idea appears sound, and does translate across to smaller, more niche sectors such as the equestrian industry. In addition, John Ayres, managing director of Champion Manufacturing, cites one of the positives of the economic downturn is that it has opened consumer’s eyes once again to the benefits of buying Britishmade: “British-made products are generally excellent quality, 26

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and British manufacturers are perceived as leaders rather than followers in research and development and offer outstanding product design and performance. Consumers are also coming to realise that by buying quality British products they are helping to support the national economy, which is crucial to help pull Britain out of recession and to forge a solid growth path for the future and for generations to come.”

Made in Britain The ‘Country of Origin’ effect should never be dismissed in terms of customer purchasing decisions, and can be used to convey the quality, credibility and intrinsic value of the product. The ‘Made in Britain’ brand for example can confer a number of connotations, from history, heritage and tradition to wellmade merchandise to high-quality and reliable service. Linda Bartlett from SCH Supplies highlights that, “Well made, robust items often carry the words ‘Made in Britain’. It also gives people a sense of pride to be supporting a British company”, and this is a view supported by Jean Hammond from Golly Galoshes, who adds that some customers really do want products made in Britain and will ask specifically if the product is UK-made. “These people also appreciate that for the quality of item it will be a bit more expensive,” says Jean, before highlighting a potential problem: “But by the same token, many will not pay a premium for UK made and this is very sad, because it can be that the quality and longevity is better.” Jean continues: “The problem with UK manufacture is of course the higher cost – which

May 2011

then has to be transferred to the customer. In this economic climate, if a customer can buy a comparable product for £5.00, £10.00 or £15.00 cheaper, they maybe do not mind that it will just do for that season.” With this in mind, it is even more important for both manufacturers and retailers – and also the wider media – to take advantage of the positive associations attached to the ‘Made in Britain’ tag and communicate these values to the customer. Peter Phillips of Abbey England emphasises: “‘Made in Britain’ has to be a major selling point used in advertising, on web sites and on labelling to hammer home the point that these products are made by craftsmen to a consistently high standard”, and Linda Bartlett adds: “You’ve got to tell people! We usually adorn our products with the Union Jack if we can.” Communication is key, explains John Ayres: “Communication of the benefits of buying British, the benefits of the products in question and the fact that by buying British consumers are not only buying top quality, up to standard products at value prices, but that they are also helping Britain as a whole.”

The benefits of Britain So what is it that makes Britain a desirable place for equestrian businesses to operate? Says Peter Phillips: “The first and

it is also usually easier to resolve any problems than with a manufacturer located thousands of miles away who may not speak English perfectly.” One of the major benefits of being located in this country is quality control ­– both of service and of product. John Ayres explains: “Aside from the obvious benefit in helping to support the local British economy and in keeping jobs here at home, having the Champion factory in Cardiff allows us to operate with a strict Total Quality Management philosophy at every stage. Basing production in Britain also allows us to offer exceptional customer service; we have solid, long-term relationships with our suppliers, and we can manufacture and ship product within days, rather than the weeks or even months required by overseas manufacturers.” Linda Bartlett adds: “By sourcing materials as locally as possible we are able to keep greater control over production and quality. Retailers can also know that they do not necessarily have to carry huge amounts of stock, or give customers unreasonable lead times because ordering from overseas can take too long.” Not only does being based in Britain reduce lead times, it also allows companies to make bespoke services available. Jean Hammond continues: “We can listen to feedback and if changes need to be made we can do that without having, for example, a thousand pieces left in stock. Furthermore, we at Golly

Image courtesy of Abbey England obvious answer to this is that delivery times are so much faster. Secondly, transport costs are reduced and usually minimum order levels are not as high, making it possible to buy small and often, thus controlling cash flow better. With a UK company

Equestrian Business Monthly

Galoshes can make bespoke gaiters; if we manufactured in Taiwan we could not offer this service with a turnaround of say a week or two at most.” Katie Roebuck on behalf of Snuggy Hoods agrees: “Snuggy Hoods employs skilled 26


BETTER BUSINESS seamstresses at their Wiltshire base to carry out repairs and make bespoke items, and the company prides itself on its made to measure service. When it comes to providing these additional services Snuggy Hoods

worldwide. The legacy of the boom years, however, has meant that many British companies got carried away and can no longer afford to continue to operate with their inflated cost structures. It will be manufacturing companies

We are a nation of horse lovers, and have long been at the forefront of developments within the equestrian industry worldwide are unwilling to compromise on quality – so the challenges of keeping alterations and repairs in house can also be seen as an opportunity to add extra value – to the benefit of both customer and company.”

The future The future of British manufacturing in general has been maligned for years, but it may be that the worldwide economic downturn may see a resurgence of production in the UK, although it remains to be seen what the reaction of the consumer might be. In terms of the equestrian industry, there are some sectors – such as saddlery – that appear to have a particularly strong future in Britain. Glen Fanell of Ryder Saddlery agrees: “I think the future of saddlery manufacturing in Britain will stay strong, particularly in Walsall as there are some very fine craftsmen here and we are very proud of the products we make.” Indeed, British companies have always been key innovators in the equestrian industry and it is crucial that such innovation is retained, believes John Ayres: “We are a nation of horse lovers and have long been at the forefront of developments within the equestrian industry

with a long standing tradition of quality manufacturing and decades of experience, that have the strategies in place to come out stronger and that will continue to lead the way.” Abbey England firmly believes that British manufacturing has a place on the world stage, adds Peter Phillips, albeit with a note of caution: “We think that more retailers and consumers will be looking for British goods as the costs of imports rise due to higher transport costs and rising standards of living overseas, which are driving up production costs in the Far East. The only problem is that the numbers of skilled workers diminished as manufacturing moved out of the UK so, should demand rise, there will be a skills shortage.” Of course, it is impossible to predict what will happen in the future, but by making the most of the ‘Best of British’, manufacturers and retailers alike are helping to guard this important area of the equestrian, and wider, economy. “Be they small like myself or larger, all companies should all support each other where possible and continue to manufacture here in GREAT Britain!” exclaims Jean Hammond, and Linda Bartlett adds: “Buying British, to us, is always important. We certainly hope there is a good future.

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BETTER BUSINESS

Why the British saddlery industry is best By Pat Crawford The British saddlery industry would hardly make the first rung of the ladder in terms of size, but take ‘professionalism’ and ‘integrity’ into account and it climbs higher and higher. Buying British makes sense in relation to saddlery and harness for a multiplicity of reasons:

• It benefits the UK economy. • It focuses attention on the

excellence of the craft skills within our saddlery industry. • A large proportion of

manufacturers are members of the Society of Master Saddlers and, as such, their first concern will always be the safety and wellbeing of horses and riders. • British saddle and bridle manufacturers give exceptional value for money, producing quality equipment at prices that are often well below those of their continent-based competitors. • However high the standards maintained, nothing in life is totally infallible. When mistakes occur manufacturers and retailers take pride and trouble in correcting them. • The fact that the majority of British saddle manufacturers are centred in Walsall in the West Midlands ensures they

have convenient access to firms that specialise in high quality tools, trees, leathers, materials and fittings. This availability is an important factor for businesses that remain largely craft-based and it assists manufacturers to keep abreast of developments. • Many British manufacturers accept orders for ‘one-off’ items and are also prepared to undertake adaptations to standard equipment. These are vital services because the multiplicity of breeds and types of horses in this country results in a greater need for specialised items. • It is more convenient to deal with UK-located manufacturers. • British saddle-makers work

with high-profile British riders with a view to effecting design innovations. This is an excellent promotional tool that inspires customers to opt for a brand used by a familiar and admired role model. Importantly, in the UK the results are always well tested before they reach the manufacturing stage.

Abbey England Ltd

Champion Manufacturing Ltd

Address: Abbey House, Haig Road, Parkgate Industrial Estate, Knutsford, Cheshire WA16 8DX Tel: +44 (0)1565 650343 Fax: +44 (0)1565 633825 Email: sales@abbeyengland.com Website: www.abbeyengland.com and www.ridingbitz.com Abbey England supplies a wide variety of tools and materials throughout the equestrian industry, including high quality English leathers, leather tools, hardware, webbing and outdoor textiles. The company also manufactures a comprehensive range of quality English riding and driving bits, a collection of high quality Stanley Foundry brass buckles and Liston locks. Abbey also distributes Stubbs, Fiebing’s Horse and Leather Care products, Pro Equine Boots and Granger’s. Abbey prides itself on keeping the British saddlery and associated trades alive by supplying niche products to those retailers and manufacturers requiring the more traditional goods and tools.

Address: Unit 1 Heron Road, Cardiff, Rumney CF3 3JE Tel: +44 (0)1132 707000 Fax: +44 (0)1132 706890 Email: info@championhats.co.uk Website: www.championhats.co.uk

Classic Showjumps

Equestrian Supplies Ltd

Address: Hartshead Works, Deal Street, Bury, Lancashire BL9 7PU Tel: +44 (0)1617 652010/2014 Fax: +44 (0)1617 652018 Email: sales@classicshowjumps.com Website: www: www.classicshowjumps.com Classic Showjumps is a trade-only manufacturer and supplier of a large range of plastic products for the yard, stable and field. The company offers the largest range of mounting blocks in Europe – seven sizes and a choice of Premium or Standard. It also offers jump sets, blocks, poles, tack packs, tack boxes and even feed and water bins. Classic Showjumps was originally established in 1897 and everything is still manufactured at its factory in Lancashire to this day. All products are offered in a fantastic choice of 10 standard colours and best selling items are held in stock throughout the season.

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Champion has a tremendous safety heritage and the brand has been a driving force in the design and development of protective riding wear for nearly three decades. Champion’s range of highperformance products are all manufactured here in the UK. With the Champion brand standing as one of Britain’s most trusted equestrian safety brands, you can be confident that you’re stocking the best quality products that offer excellent sales performance, while enjoying the fantastic customer service that Finest Brands International is renowned throughout the industry for.

Address: The Old Hay Loft, Sloswicks Farm, Broad Lane, Worksop S80 3NJ Tel: +44 (0)1909 548005 Fax: +44 (0)1909 530300 Email: info@showquest.co.uk Website: www.showquest.co.uk Showquest, supporting British manufacturing, offers an exquisite range of competition attire accessories, with the majority designed and manufactured in-house in the UK. This includes neck wear suitable for all levels of all disciplines, with hair accessories, stock pins and earrings to compliment. There is a fantastic choice of browbands and other matching accessories from the basic, everyday, design to supreme competition level. Bespoke service available on all products. There is an extensive selection of show, dressage whips and hunt crops. Minter Kemp greetings cards and cap covers made in the UK.


BETTER BUSINESS

Golly Galoshes

Equetech Address: Unit 2, Haybarn Business Park, Cublington Road, Aston, Abbots, Buckinghamshire HP22 4 ND Tel: +44 (0)1296 688966 Fax: +44 (0)1296 688969 Email: info@equetech.com Website: www.equetech.com Equetech is a British family-run business that prides itself on excellent customer service, product knowledge, quality of products and a flexible approach to ordering. Equetech is proud that over 40% of its products are made in Great Britain and that the collection includes innovative dressage coats which can be made to measure in three weeks, a fine example of British industry supporting the consumer. Equetech understands riders and offers essential wardrobe items that score highly in terms of style, comfort and performance. Equetech’s design and fabric selections are the key to a high performing, ‘reassuringly equestrian’ collection.

Address: Barskaig, Stinchar Road, Barr, Ayrshire Tel: +44 (0)1465 861274 Fax: +44 (0)1465 861274 Email: gollygaloshes@btinternet.com Website: www.gollygaloshes.com Golly Galoshes is THE versatile gaiters for horses and ponies – this product can be used for a multitude of reasons: Safety and high visibility on the road; keeping boots and bandages clean and dry; protection for wound dressings where exercise or controlled turnout is required; keeping your horse and pony clean, dry and comfortable in its work; in showing – keeping feathers and legs clean. This is a quality product; looked after correctly it will last and last – cutting down time and wear and tear on boots and leg wrappings that normally have to be washed daily. Once tried, customers return time and again to buy for other horses and ponies.

PolyPads and Libbys

Ryder Saddlery Ltd

Address: 1 Kelvin Place, Thetford, Norfolk IP24 3RR Tel: +44 (0)1842 752020 Fax: +44 (0)1842 754040 Email: enquiries@polypads.co.uk Website: wwwpolypads.co.uk or www.libbys-tack.com

Address: 30 Navigation Street, Walsall, West Midlands WS2 9LT Tel:+44 (0)1922 616578 Fax: +44 (0)1922 616578 Email: info@rydersaddles.com Website: www.rydersaddlery.co.uk

When it comes to first-class British manufacturing, PolyPads is one of the best-known names in the business. The innovative range of equestrian saddle pads, leg protectors and pet beds are designed and manufactured exclusively in the UK, using the highest quality materials available. PolyPads products not only look good but are made to last far longer than imported budget brands. Adding to its growing portfolio of quality British-made products, PolyPads recently acquired Libbys. The high quality range of Libbys synthetic equipment includes webbing bridles, martingales and schooling aids as well as the BETA Innovation Award-winning RS-tor safety aid. All of these products are manufactured at the PolyPads factory in Thetford, Norfolk.

Ryder Saddlery is a traditional English saddle company, specialising in saddles of high quality, with hand made craftsmanship. Situated in the very centre of British excellence in craftsmanship, Ryder Saddles in Walsall is a long establish saddlery and is proud to be a member of the Society of Master Saddlers. Ryder saddles are produced using 100% British wool, not synthetic paddings, which become packed and compressed. The company’s process of manufacture brings out the natural excellence of the materials used, giving horse and rider the best combination of comfort, security and performance, with an unbreakable quality that will last.

SCH (Supplies) Ltd

Snuggy Hoods

Address: Woodlands, Holbrook, Suffolk IP9 2PT Tel: +44 (0)1473 328272 Fax: +44 (0)1473 327177 Email: sales@schsupplies.co.uk Website: www.schsupplies.co.uk

Address: Unit 8, The Midlands Industrial Estate, Holt, Wiltshire BA14 6RU Tel: +44 (0)1225 783399 Fax: +44 (0)1225 783304 Email sales@snuggyhoods.co.uk Website: www www.snuggyhoods.co.uk

SCH is a British manufacturer of a range of machinery, including arena and ménage maintenance units, a powered brush for poopicking, chain harrows in a variety of sizes and animal drinking carts. This year the company celebrates its 25th anniversary, and as many of the staff have been here since the beginning, there is always someone to help and advise you. If you cannot see exactly the size and specification of the product you require in the free colour brochure or on the website, please call, as SCH is often able to design and build to its customers’ exact requirements.

Snuggy Hoods is a family run business. It came about by realising the need for top quality ‘equi-undies’ which could be used in and outdoors. The company’s flagship products are the Turn Out Hood – a great time saver – and Sweet Itch Body – against the dreaded itch. The company makes rugs and accessories to match its Snuggy Hoods, and is constantly striving to offer customers the individual and personal service that it believes is of the utmost importance. The team at Snuggy Hoods is always designing and developing new products to suit exact requirements, and also offers a repair service on all its gear.

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SPECIAL FEATURE

UK News

The Veterinary Medicines Regulations The Veterinary Medicines Regulations set out rules by which veterinary medicines are regulated. Anyone involved in the development, production, marketing or distribution of veterinary medicines should be fully aware of the Regulations as it is a legal requirement for them to be followed. Here, Robinson Animal Healthcare summarises some of the main requirements of the Regulations, although it is not intended to be exhaustive.

What is a veterinary medicinal product? Most people associate veterinary medicinal products with liquid medicines taken orally, injected medicines or tablets in solid form, but they can also include skin applied preparations or specially impregnated dressings or poultices. Veterinary medicinal products are defined by the Veterinary Medicines Regulations as:

“Any substances or combination of substances presented as having properties for treating or preventing disease in animals.”

physiological function by exerting a pharmacological, immunological or metabolic action.”

This includes information on the product packaging and advertising. If it claims to be able to treat or prevent disease then it is a veterinary medicinal product.

This defines if a product is medicinal by function. For example, if it has an active ingredient, then it is defined as a veterinary medicinal product.

“Any substances or combination of substances which may be administered to animals with a view to either restoring, correcting or modifying

Do veterinary medicinal products need a licence? Yes! It is illegal to manufacture, wholesale or possess with a view

Image courtesy of Champion 30

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May 2011

Equestrian Business Monthly

for resale, a veterinary medicinal product without a licence. Licences are issued by the Veterinary Medicines Directorate and are called Marketing Authorisations. The Marketing Authorisation number must be printed on the product packaging. Why do veterinary medicinal products need a licence? Imagine using a product on an animal which purports to have healing properties, but in fact doesn’t! Imagine using a product


SPECIAL FEATURE which has a serious detrimental impact on an animal. History has shown that the best way to be sure that medicinal products work and are safe is to regulate their sale by requiring a licence. How is a licence obtained? By applying to the Secretary of State. The application must include all scientific documentation which is necessary to demonstrate the safety, quality and efficacy of the product in question. This is a very involved process which also requires the manufacturing process to be detailed as well as a pharmacovigilance system to be employed; a system to identify and report on serious adverse animal or human reaction to the product. Does the manufacturing plant need a licence? Yes! This is to ensure that the product is manufactured in a way which is consistent with the Marketing Authorisation. The licence is called a Manufacturing Authorisation and is a legal

requirement. The holder of a Manufacturing Authorisation must, amongst other things:

The underlying concept here is to ensure that products are stored and distributed in a professional manner and to facilitate recall of problematic product.

- Have a current certificate of Good Manufacturing Practice assessed regularly by an external inspector. - Have a functioning system of Quality Assurance and Quality Control. - Employ a Qualified Person to ensure that each batch of product is manufactured and checked in accordance with the Regulations. This system ensures the safe and repeatable manufacture of a medicinal product. Are licences required to wholesale Veterinary Medicinal Products? Yes! It is called a Wholesale Dealers Authorisation and bears the name of a Qualified Person nominated to act under the Guidelines of Good Distribution Practice, as well as details of the classes of product covered by the licence.

Who is allowed to supply Veterinary Medicinal Products on a retail basis?

search premises, take away evidence, seize product and initiate prosecutions. Action may be taken against individuals – not just the company they work for. Note that in addition to a monetary fine, the law allows for jail sentences of up to two years. Conclusion

It depends on the class of the product. If the product is classified AVM-GSL there are no restrictions, but the other product classes require the involvement of a Veterinary Surgeon, Pharmacist or suitably Qualified Person to varying degrees. What happens if I break the law? The law as prescribed in the Veterinary Medicines Regulations is there for a very good reason – it protects not just the animals but also their owners, professionals who administer care and dealers in medicinal products. The Veterinary Medicines Directorate is responsible for investigating potential illegal behaviour. They have far reaching powers including the right to

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May 2011

The control of Veterinary Medicinal Products is not merely an exercise in red tape. It is there for very good reason – the protection of animals, businesses and individuals. Is the product medicinal by description (in adverts or on the packet) or by function? If so it is captured by the Regulations and needs a Marketing Authorisation. For more information on the Robinson Animal Health Care range, contact +44 (0)1909 735000 or visit www.robinsonhealthcare.com

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let’s talk products

Summer rugs Although many horse owners don’t associate the summer with rugs, there are many rugs designed to perform vital functions at this time of year. Those falling under this umbrella include coolers, rain sheets, lightweight turnouts, light stable rugs, summer sheets, fleeces and fly rugs. The arrival of summer does not automatically translate to perfect weather – a fact demonstrated by the last two British summers in particular. A light stable rug will help to keep stabled horses warm on cooler evenings, whilst most horse owners should have a least one lightweight turnout

on hand; waterproof to keep off the rain, but light, breathable and without fill so as not to render the wearer too hot. A 600-denier rug made with strong polyester makes a good option – there are several examples profiled here, in nice, bright summer colours – and will still be durable enough to withstand the rigours of turnout. For when the weather really warms up, coolers and moisture-wicking fleeces come into play, being great for use on sweaty horses after exercise to avoid the horse from cooling too fast and catching a chill. They can also be used during travel to shows to keep horses clean and protected from scrapes, or as light stable rugs, and as an added bonus also make handy under-rugs when the colder weather rolls in – not only providing an extra layer of insulation but also keeping the heavier outer rug lining cleaner for longer. A good light summer rug should provide a level of protection against flies and midges, particularly when combined with

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

a fly mask or fringe. However, for horses that are particularly vulnerable to insect bites – such as those suffering from sweet itch – a specifically designed fly rug is a better solution. These will provide a greater amount of coverage, for example around the neck and belly, and are cool enough for the horse to wear in the sunshine; indeed, many also protect the horse from potentially harmful UV rays. The technology behind fly rugs is becoming more and more advanced, utilising more ‘intelligent’ fabrics, such as the silver interactive technology used in the Fal Pro Sweet Itch Rug, or treated fabrics like that used in the Rambo Fly Rider Rug. The latter rug incorporates permethrin, a man-made insect control treatment based on pyrethrin, which is found in certain types of chrysanthemum flower. Whilst high-tech fly rugs might be more expensive, the benefits to the sweet-itch sufferer are likely to well outweigh the initial cost.

Focus on fabrics Cotton is often used in coolers and sheets or as a lining for turnout rugs, and being a natural fibre is it soft, lightweight and breathable, with intrinsic cooling properties. It can also be combined with polyester – making polycotton – to give it added durability. Nylon meanwhile is another popular fabric for lining rugs. The smooth surface of this synthetic material helps to reduce friction, and so many rugs include nylon anti-rub panels over the areas most vulnerable to rubbing, for example over the shoulders. Satin can also be used to the same effect. Acrylic is a man-made material, and being soft, lightweight, warm and wrinkle-free it is perfect for summer coolers and stable rugs, providing, as with all fabrics, that it is of high enough quality and of breathable weave.

Hy Guardian Fly Rug & Fly Mask Battles

Available sizes: 4’6–7’3 Available colours: Silver/Purple and Black Binding RRP: £55.99 Polyester silver close weave mesh giving maximum protection against all flying insects and fully protected to reflect UV rays. Cleverly designed neck fits over the ears to prevent it from slipping. Features freedom pleats at shoulder, tail flap plus removable leg straps. Anti rub lining on mane, tail and shoulder. Comes complete with a fly mask.

Best

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sell

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let’s talk products Eskadron Fly Sheet Belstane

Best

Bucas Buzz-off Rain

sell

Available sizes: Pony and Horse S–XXL Available colours: Brown, Navy RRP: from £49.99

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An extra deep cut, close-knit polyester fly sheet from the Economy Range, available with or without an integrated fleece back. The Economy Fly Sheet has a swivel hook breast fastening, cross surcingles and a fillet string and is machine washable at 30 degrees centigrade.

Zebra Products

Available sizes: 5’0–7’2 Available colours: Silver/Blue Materials/bindings: Upper: nylon with waterproof, breathable coating. Lower: fine mesh polyester RRP: £97.00 The Buzz-Off Rain is perfect for changeable weather, combining the features of the Buzz-off fly sheets and Sun Shower lightweight turnout. The upper part is waterproof and breathable, while the lower part is made of Buzz-off fly sheet fabric. The elasticated and detachable belly pad gives protection to the belly and helps to stabilise the rug. Sun reflective colour helps resist overheating.

Rambo Fly Rider Rug

Bucas Power Cooler

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Zebra Products

Horseware Ireland

Available sizes: 3’6–7’2 Available colours: Navy, Black Materials/bindings: Stay-Dry fleece RRP: £58.00

Available sizes: (S) 5’3–5’6, (M) 5’9–6’0, (L) 6’3–6’6, (XL) 6’9 plus Available colours: Oatmeal Materials/bindings: Vamoose treated material RRP: £100.00

The Power Cooler is a high performance, lightweight, multi-purpose blanket that is ideal as a sweat blanket, travel blanket, competition and light stable blanket. The Power Prize Cooler is ideal as a prize blanket as it has no surcingles or belly strap and can be easily embroidered. Single layer Stay-Dry fabric wicks moisture away, and low friction outer minimises the amount of bedding material from sticking.

The new Vamoose rugs offer the most advanced solution to insect control. Treated with Vamoose insect control technology which bonds with the actual fabric, it’s long lasting and more convenient than sprays. The Rambo Fly Rider rug is suitable for riding and has a longer shaped hood to keep the horse covered, while the contoured leg area allows movement without restriction.

Avalanche Rain Rug Horze UK Ltd

Best

Fleece Show Rug

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Available sizes: 115 (5’3), 125 (5’9), 135 (6’0), 145 (6’6), 155(6’9), 165 (7’3) Available colours: Black, Brown, Black Iris/Winter Sky, Walnut Brown/Endive Light Green, Spruce/Feather, Dusty Blue RRP: £72.60 This high-necked rain rug is complete with a dart, creating a perfect fit. The gusset is moved forward, which releases pressure on the shoulders. Includes double frontal-closures with snap hooks, detachable elastic leg straps, and elastic at the end of the cross surcingles.

Horze UK Ltd

Available sizes: 115 (5’3), 125 (5’9), 135 (6’0), 145 (6’6), 155 (6’9), 165 (7’3) Available colours: Chocolate Brown, Dark Blue, Red, Dark Green RRP: £34.80 An upscale, classy fleece rug edged with an elegant golden cord and matching golden Z embroidery on the front side. Made without surcingles. Includes one front buckle and a tail strap.

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Equestrian Business Monthly

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let’s talk products

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Greenwood Collection Bling Cooler

Fly Rug w/Detachable Neck

IV Horse Ltd

Horze UK Ltd

Fly rug made of strong mesh. Nice details such as gussets, long tail flap and detachable neck.

Four Seasons Collection Fly Combination Rug IV Horse Ltd

Available sizes: 2’9–3’9 (Wee Pony), 4’0–4’9 (Small Pony), 5’0–7’3 (Horse) Available colours: White Materials/bindings: Close-knit mesh fabric RRP: £23.95 (Wee Pony), £32.95 (Small Pony), £43.95 (Horse)

Taken from IV Horse’s Greenwood Collection. Features a special spiral rib weave that allows shaping and prevents splitting. Mock Leno ventilation spine releases body heat naturally whilst preventing chilling. A traditional Tattersall 2-in2 twill high absorbency yarn wicks away moisture quickly and easily.

Four Seasons Collection Eco Turnout Rug IV Horse Ltd

Available sizes: 5’0–6’9 Available colours: Purple (no fill), Royal (100gm), Bronze (200gm) Materials/bindings: Waterproof fabric with nylon lining RRP: £46.95 (without neck), £64.95 (with neck) Taken from IV Horse’s Four Seasons Collection. The ECOnomical, recession-beating turnout rug! Features include cross surcingles, action gussets, twin buckle front fastening closures, nylon lining, twin removable leg straps and tail flap. Fitted with D-rings.

Taken from IV Horse’s Four Seasons Collection. Soft yet strong close-knit mesh fabric. Generously cut and styled to allow freedom of air circulation and excellent fly protection. With neck and poll cover, Gusseted tail flap and cross surcingles.

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Four Seasons Collection Mesh Multi-Purpose Rug

IV Horse Ltd

Available sizes: 2’9–3’9 (Wee Pony), 4’0–4’9 (Small Pony), 5’0–7’3 (Horse) Available colours: Burgundy Materials/bindings: Lightweight, soft but strong mesh fabric RRP: £14.95 (Wee Pony), £23.95 (Small Pony), £32.95 (Horse) Taken from IV Horse’s Four Seasons Collection. For fly, cooler and travel use. Lightweight soft but strong mesh fabric, cross surcingles, twin front closures.

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Available sizes: 2’9 –3’9 (Wee Pony), 4’0–4’9 (Small Pony), 5’0–7’3 (Horse) Available colours: Pink, Navy RRP: £33.95 (Wee Pony), £40.95 (Small Pony), £52.95 (Horse)

Available sizes: 125 (5’9), 135 (6’0), 145 (6’6), 155 (6’9) Available colours: Grey RRP: £82.10

Best

ovat

Masta PP Check Light (115g) Stable Rug Matchmakers International

Available sizes: 4’6–7’3 Available colours: Purple Check Materials/bindings: Polypropylene outer, thermal insulating filling, polyester lining and anti-rub satin at the chest RRP: £48.99 A super tough stable rug made with a polypropylene outer and 115g thermal insulating filling, ideal to keep the chill out once the sun goes down. The anti-rub satin at the chest and soft polyester lining is comfortable for the horse all night long. New Purple Check colour available for spring 2011.

Equestrian Business Monthly


let’s talk products

Best

Masta Zing Lightweight Turnout Check

Ascot Stable Rug

Matchmakers International

Sherwood Forest

Available sizes: 4’6–7’3 Available colours: Cherry Check Materials/bindings: 600D ripstop polyester fabric, lined with soft polyester RRP: £58.99

Brand Name: Sherwood Forest Equestrian Available sizes: 4’9–7’0 Available colours: Aubergine/Brown, Navy/Blue Check Materials/bindings: 100% nylon Oxford ripstop RRP: £75.00

Lightweight StormBreaker

est

The Lightweight Turn Out from Sherwood Forest is waterproof, breathable and lightweight, with shaped tail flap, elasticated cross surcingles, polycotton lining and double buckle front fastening.

Rhinegold Dottie Lightweight Torrent Outdoor Rug

Best

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lity

Available sizes: 4’0–7’0 Available colours: Sky Blue Check, Graphite Check RRP: £59.99

Available sizes: 4’9–7’0 Available colours: Navy/Pink, Navy/Grey, Light Blue/Cornflower Materials/bindings: 100% nylon Oxford ripstop RRP: £65.00

Snowhill Trade Saddlery Ltd

High

Shires Equestrian

Sherwood Forest

ing

The Ascot Stable Rug from Sherwood Forest has channel quilted detail, 200gsm filling, a standard neck, shaped tail flap, low cross surcingles, polycotton lining and double buckle front fastening.

The Zing lightweight Turnout Check rug is waterproof and breathable with no filling, making it ideal for warmer weather. It features shoulder gussets, rear darts, self-righting pattern and no back seam so the horse is comfortable and free to enjoy his time in the field. The Zing Turnout also features a rear tail flap.

Lightweight Turn Out

sell

sell

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Available sizes: 3’6–7’0 Available colours: Pink Spot, Blue Spot plus three plain colours Materials/bindings: 600D breathable, waterproof outer, 100% cotton lining RRP: £39.50

The 600 denier ripstop outer means there is no compromise on the quality of this lightweight rug, and having no polyfill and a cotton lining makes it perfect for warmer months. The front shoulder pleat, guided surcingles and no back seam make for a comfortable nonslip fit. Dottie Full Neck Torrent also available.

Ideal for when your customer wants their horse to stay dry, but the weather is warmer, this lightweight rug benefits from a 600D ShireTex waterproof, breathable, ripstop outer, with full lining for comfort and encourages a great shine on the coat. Featuring deep shoulder gussets, double breast straps, adjustable cross surcingles and leg straps and a generous tail flap.

Fal Pro Sweet Itch Rug

Mos

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Tagg Equestrian Available sizes: XS–XL Available colours: White, Black Materials/bindings: Woven silver interactive textile fabric with soft stretch jersey neck RRP: £192.00

ive

The award winning Sweet Itch Plus Rug incorporates silver interactive technology. The cut and fit of the rug provides maximum coverage and protection from the sun and biting insects. Silver interactive technology has been shown to repel and eliminate microbial and fungal infections and aid the stimulation of circulation. Silver also cools the horse by conducting the heat away from the skin.

www.ebmonthly.co.uk

May 2011

Equestrian Business Monthly

35


let’s talk products Thermatex TKCS Vale Brothers Ltd

ThermoStar Fleece Rug ‘Lissabon’

High

est

Available sizes: 4’0–7’3 Available colours: 22 options Materials/bindings: Acrylic RRP: £46.50

Waldhausen GmbH & Co. KG

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Available sizes: 5’9–6’9 Available colours: Coal Blue/Jade Materials/bindings: 100% Polyester RRP: £37.95

Waldhausen GmbH & Co. KG

Mos

Available sizes: 5’9–6’9 Available colours: Beige/Olive Materials/bindings: 100% polyester RRP: £69.95

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The ThermoStar Fleece Rug ‘Lissabon’ is a high quality anti-sweat rug made from functional fleece, featuring a contrasting padded neck. It has an adjustable breast strap and detachable cross surcingles.

This popular cooler is the ideal rug choice for use during the summer months. The breathable knitted fabric will provide warmth, yet at the same time encourage airflow; it is therefore perfect for use after exercise, during travel or as a lightweight stable rug. Features include: a double front closure, reinforced wither pad, belly strap and fillet loops. Hand cut for a perfect fit and machine washable.

ThermoStar Anti-Fly Sheet with stow away Neck Piece

Best

ThermoStar Eczema Rug & Fly Bonnet Waldhausen GmbH & Co. KG

Available sizes: S, M, L Available colours: Brown Materials/bindings: 100% Polyester RRP: £119.95 All round protection for horses that suffer from sweet itch. Made from breathable, stretchy, UV proofed polyester, the ThermoStar Eczema Rug has a full neck, wide belly flap and fastens around the hind legs. Supplied with a separate, fine-meshed fly bonnet and a repair kit.

The finely woven material and the generous cut will keep insects away and make sure the customer and their horse can enjoy summer! High quality workmanship and the stow-away neck part guarantee lasting summer fun. Classy, finely woven material single hook and loop fastener on the chest, elasticated cross surcingles, tail flap, fillet string and a stow-away neck part.

Joules 600D Standard Neck Lite

Supa-Fly Detach-A-Neck with Freestyle Tail Flap

Available sizes: 5’0–7’3 Available colours: New Holly Stars Materials/bindings: 600D ripstop outer RRP: £69.99

Available sizes: 5’6–7’0 Available colours: White/Blue Materials/bindings: Polyester mesh outer with nylon lined shoulders RRP: £67.99

Weatherbeeta Ltd

Weatherbeeta Ltd

The Joules Lite features a 600 denier ripstop waterproof and breathable outer with no fill, 210T nylon lining, traditional shoulder gusset, twin chest straps, low cross surcingles and adjustable/removable web/ elastic leg straps.

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Equestrian Business Monthly

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The Supa-Fly features the popular Freestyle Full Wrap Tail and traditional shoulder gusset for freedom of movement. Features breathable polyester mesh outer with nylon lined shoulders to help prevent rubbing, twin chest straps and adjustable/ removable web/elastic leg straps, with removable belly flap to offer great versatility.


let’s talk products

High

Landa Freestyle Standard Lite Weatherbeeta Ltd

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Available sizes: 5’0–6’9 (New Spotty Royal/Orchid), 5’0–7’3 (Navy/ Silver) Available colours: New Spotty Royal/Orchid, Navy/Silver Materials/bindings: 600D, ripstop outer RRP: £74.99 for Navy/Silver, £79.99 for New Spotty Royal/Orchid The 600 denier, ripstop outer has taped seams and offers waterproof and windproof protection without polyfill. The Landa Freestyle Lite features a polycotton lining, nylon lined shoulders, twin chest straps, low cross surcingles and adjustable/removable leg straps.

Landa Original Combo Lite Weatherbeeta Ltd

Available sizes: 5’0–7’0 Available colours: New Royal/Orchid 2 Tone, Navy/Green Materials/bindings: 600D ripstop outer RRP: £74.99 The 600 denier, ripstop outer has taped seams and offers waterproof and windproof protection without polyfill. The Landa Lite features a nylon lining, traditional shoulder gusset, twin chest straps, low cross surcingles and adjustable/removable elasticated leg straps.

Mark Todd Summer Combo Sheet Westgate EFI

Available sizes: 5’6–7’0 Available colours: White/Navy Check Materials/bindings: Cotton with nylon anti-rub panels RRP: £61.50 Of New Zealand design, this lightweight and versatile combo rug is perfect for keeping the horse clean and dust free in the stable, at shows or even when turned out on hot sunny days. Generously cut to allow for good circulation of air, the cotton fabric offers protection from biting insects and the sun’s UV rays.

CONTACTS Battles Countries available: UK +44 (0)1522 529206 www.battles.co.uk/hy

Matchmakers International Countries available: Worldwide +44 (0)1274 711101 www.masta.co.uk

Vale Brothers Ltd Countries available: UK, Europe and USA +44 (0)1239 614648 www.thermatex.co.uk

Belstane Countries available: UK +44 (0)1335 372600 www.belstane.com

Sherwood Forest Countries available: Worldwide +44 (0)1159 424265 www.sherwoodforest-uk.com

Waldhausen GmbH & Co. KG Countries available: Worldwide +44 (0)1392 881880 www.waldhausen.com

Horseware Ireland +353 429 389000 www.horseware.com

Shires Equestrian Countries available: Worldwide +44 (0)1568 613600 sales@shiresequestrian.com

Weatherbeeta Ltd Countries available: UK +44 (0)1295 226900 www.weatherbeeta.co.uk

Snowhill Trade Saddlery Ltd Countries available: UK +44 (0)1243 672323 sales@snowhill.ltd.uk

Westgate EFI Countries available: UK and Europe +44 (0)1303 872277 www.wefi.co.uk

Tagg Equestrian Countries available: UK and Europe. In Ireland from Darragh Equestrian +44 (0)1636 636135 www.taggequestrian.co.uk

Zebra Products Countries available: Worldwide +44 (0)1352 763350 www.zebraproducts.co.uk

Horze UK Ltd Countries available: All Western Europe +44 (0)7824 387643 james.jacobs@horze.com IV Horse Ltd Countries available: Worldwide +44 (0)1888 544261 www.4horse.co.uk

www.ebmonthly.co.uk

May 2011

Equestrian Business Monthly

37


SPECIAL FEATURE

The hidden health threat May is Gastric Ulcer Awareness Month, an initiative organised by Merial Animal Health and supported by the British Equine Veterinary Association and aimed at helping horse owners to more easily recognise the signs of Equine Gastric Ulcer Syndrome. Equestrian Business Monthly takes a look at this distressing but surprisingly common, condition.

What is Equine Gastric Ulcer Syndrome? Essentially, Equine Gastric Ulcer Syndrome (EGUS) is the term given to the development

Which horses are at risk? Any type of horse – studies have found that up to 37% of leisure horses, 63% of performance horses and 93% of racehorses might be suffering with EGUS.

dull coat, behavioural changes and mild or recurrent colic. Foals may also exhibit teeth grinding, excess salivation, excessive lying down, infrequent nursing and diarrhoea. Only a qualified vet may diagnose EGUS officially. This process involves an endoscopy, whereby a thin optical cable is passed into the horse’s stomach to check for ulceration. The horse must be fasted for six to 12 hours, and not allowed water for two to three hours to ensure that the stomach is empty.

Images courtesy of Henry Tremaine and the University of Bristol of ulcers in the lining of the horse’s stomach. All parts of the stomach can be affected, although it more commonly found in the upper part of the lining, the squamous mucosa. The predominant cause of EGUS is prolonged exposure to acid, which erodes the lining of the horse’s stomach. The severity of the condition can range from an inflamed but intact stomach lining to widespread erosion and bleeding, to, in the most serious cases, perforation of the stomach, which can often be fatal. Horses suffering from EGUS can be graded from 0 to 4 in severity, with 4 denoting extensive, deep areas of ulceration. 38

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Foals are particularly at risk, with around half developing stomach ulcers, and are more likely to die from this condition. Factors that increase the likelihood of developing EGUS include inappropriate diet (lack of the ability to trickle feed, lack of fibre and/or excess amounts of concentrates); intensive exercise; psychological stress and certain long-term medications.

What are the symptoms? Gastric ulcers can be difficult for horse owners to pinpoint, but symptoms include poor appetite, weight loss, reduced performance, poor condition and May 2011

What is the treatment? Veterinary treatment is usually simple and effective, and ulcers should heal within two or three weeks. Treatment involves eliminating the clinical symptoms and promoting an environment in which ulcers can heal, using medication to decrease acidity levels in the stomach. GastroGard, which contains omeprazole, is often used to treat gastric ulcers and prevent reoccurrence, and can be used on foals as young as four weeks old. It is currently the only licensed treatment for equine gastric ulcers in the UK.

Equestrian Business Monthly

How can gastric ulcers be prevented?

Making simple changes to the horse’s management can noticeably decrease the risk of EGUS developing. This includes dietary changes such as allowing ad-lib access to grass or forage; feeding more frequently to help buffer the acid in the stomach; prolonging feeding time (as greater chew time produces more saliva, which is the stomach’s main protection against gastric acid); reducing the amount of high carbohydrate feeds provided and increasing fibre intake, and environmental factors such as allowing horses access to other animals to reduce their stress levels (a stable mirror can help). There are also a number of supplement products designed to protect the lining of the stomach and help balance gut acidity. Antacids can be used to help restore the gut to a kinder pH and protect the stomach lining from irritation. Types of equine antacids include aluminium hydroxide, magnesium hydroxide and calcium carbonate. These are sometimes used in conjunction with kaolin powder, a type of white clay, which buffers stomach acid and forms a protective coating on the lining of the horse’s stomach. Other useful ingredients to include within the diet are antioxidants, B vitamins and Yeasacc. Probiotics and prebiotics may also help keep the digestive system healthy and prevent the likelihood of ulcers occurring, by re-establishing levels the beneficial bacteria within the gut and aiding digestive efficiency and immunity. To find out more about Equine Gastric Ulcer Syndrome, visit www.equinegastriculcers.co.uk. Horse owners can conduct an online assessment to determine the potential risk to their horse, as well as obtaining more information about the condition.


on the market Innovative apparel

Safe and bright

Asmar Equestrian’s signature jacket, The All Weather Rider, recently won BETA International’s 2011 Innovation Award, and combines a European tailored fit with breathable, waterproof, windproof, stretchy fabric and innovative details. Front and back skirt transforms to keep the rider and most saddles dry in all weather conditions. Founder, Noel Asmar’s garments are noted for their functional attributes as much as they are for their incredible style.

The EN1150 Summer Exercise Sheet is the newest recruit to Equisafety’s Polite range. Designed with summer in mind, it is manufactured in a wickable, lightweight, breathable fabric that helps the horse stay cool. The fabric is also close-knitted, so will act as a deterrent for midges and flies. A detachable, fully adjustable chest protector, fitted at the top of the pommel area, ensures it does not get in the way of the horse’s movement. RRP: £35.00 Equisafety: +44 (0)1516 787086 www.equisafety.com

Asmar Equestrian: info@asmarequestrian. com www.AsmarEquestrian.com

New apple flavour

Sparkle and shine

Since its launch, Hickstead Horse Feeds’ ‘Neddy’s Nibbles’ have proven to be popular amongst horses, ponies and their owners alike. Neddy’s Nibbles are a delicious, healthy treat for horses and ponies. The high fibre, low sugar formulation and natural flavouring make them a perfect treat or reward. Badminton 2011 will see the launch of Neddy’s Nibbles in new apple flavour, which are sure to be as delicious as the existing natural herb flavour!

NAF’s new premium grooming spray Shiny is a luxurious coat gloss with an added bonus – it contains the much trusted ingredient, citronella. Low in silica, Shiny leaves the coat glossy, with a natural, silky sheen, and, because it helps to repel dust, the coat stays clean and shiny for longer. Also available is the new Silky Mane & Tail D-Tangler, a deluxe, conditioning spray for smooth, tangle free manes and tails.

Hickstead Horse Feeds: +44 (0)8457 165103

NAF: +44 (0)800 373106 info@naf-uk.com

Supporting Team GBR

Keep watch

Powell Protec has launched the new limited edition Team GBR Body Protector. The Team GBR is based on Powell’s bestselling ‘Elite’ body protector, and will be in the custom colours of patriotic navy blue and red with contrast detailed white piping and Team GBR branding. In support of the BE 2012 Olympic fund a contribution will be made for every Team GBR body protector sold. RRP: £88.00.

Samsung, a leading manufacturer of consumer electronics, has announced the launch of a revolutionary new wireless monitoring system. The compact and sturdy Samsung SEW3030 offers the latest in superior technology and incorporates a host of advanced features, making it easy to check on horses from the comfort of home. Capable of supporting up to four cameras, all of which can be viewed on the single LCD video monitor, Samsung’s SEW-3030 is ideal for observing many horses at once. RRP: £149.

Rodney Powell: +44 (0)1823 681100 www.powellprotec.com

Samsung: www.samsunghomesecurity.co.uk

Classic style

Stylish helmet

The William Funnell Competition Jacket has an integrated royal blue velvet collar with contrasting white piping edge. The jacket is well cut in a classic style in a quality, washable, stretch gabardine material that will wash and wear and withstand the rigours of competition. In last month’s Let’s Talk Products we featured the wrong picture next to the information for this jacket. We apologise for any confusion.

This stylish and lightweight new competition helmet is well ventilated with a four-point leather covered harness and a convenient dial adjustment for increased wearer comfort. The Pegasus has a removable, washable Coolmax lining and is supplied with a waterproof zipped bag for protection and storage. The helmet is Kitemarked, approved to BSEN1384 and comes in matt black or deco black with carbon-effect side panel – both options have reflective piping.

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

Gatehouse: +44 (0)1793 850342 www.gatehouserange.co.uk

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May 2011

Equestrian Business Monthly

39


SECRET Surfer

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

www.smartworming.co.uk

www.bellbusksaddlery.co.uk

www.aquamax.co.uk DESIGN:

9/10

DESIGN:

6/10

Really nice, clean and accessible design throughout; particularly on the home page, which is informative and eye-catching without overload. Minor point – ‘About Aquamax’ tab text needs adjusting as too long for the box.

Plain, simple, but non-offensive and functional design. ‘News and events’ page could do with being more organised, and more consistent in terms of font size and colour, and one or two of the other pages could also be ‘tidied’.

NAVIGATION:

NAVIGATION:

8/10

8/10

Simple navigation, although to return to the home page you have to click on the logo as there is no ‘Home’ tab. One other small point mentioned in ‘Product information’ below.

Simple left hand menu is easy to navigate, and everything is logically sorted. Perhaps a site map might help given the number of different products?

CONTENT:

CONTENT:

News and media:

5/10

News and media:

4/10

No news page. Good ‘Tried and tested’ page, but perhaps more could be made of this – links to PDFs of the articles etc, plus dates? ‘Events calendar’ a nice touch but again could be enhanced.

Aforementioned ‘News and events’ page contains a few stories, many of which appear to be from 2009. However, it does look to have been added to recently, although there are no actual dates given to any of the posts.

Company information:

Company information:

5/10

A couple of short paragraphs under ‘About Aquamax’ but nothing more. Definitely scope to add more information. Good stockist list, and you can search by postcode.

Product information:

8/10

Plenty of detail about the main product, bedding – it is clear what the product looks like, what it is and the benefits. There is another tab named ‘Stable mats’. Not only is there information on stable mats here, but also of other related and non-related accessories, which you would only be aware of unless you happened upon them in this section or noticed the small link at the bottom of the site. They really need their own tab.

OVERALL SCORE OUT OF 50 40

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May 2011

35

Equestrian Business Monthly

6/10

The home page contains lots of information about the company – ethos, materials, ranges etc. Contact information for all enquiries (sales, trade and general) very basic – no phone numbers, just one nondescript email address. Nothing in terms of stockist information. Useful show calendar available.

Product information:

7/10

Plenty of information plus large images for each item, including of details. For each of the tack items, perhaps could also add an image of each product being worn? Would be helpful to add more guidance on sizing for the various products.

OVERALL SCORE OUT OF 50

31


www.johnwhitakerintltd.com DESIGN:

www.woofwear.com DESIGN:

8/10

Good colour scheme and some really nice imagery that attracts the eye and easy-to-read fonts. Quite a bit of redundant white space at the top of each page (looks like it is a necessity to incorporate the logo in that position?)

NAVIGATION:

7/10

CONTENT: News and media:

2/10

8/10

‘About us’ page contains a few paragraphs on the company and John Whitaker himself, but one really good feature was the detailed staff information – names, photos and individual emails to add that personalised touch and give you a better idea of who you need to deal with. Comprehensive stockist list on another tab.

Product information:

7/10

Good, but perhaps could add extra imagery for some of the items showing more detail (some had these, some didn’t), along with more information on fitting and sizing? One disappointment: when clicking on the ‘Brochure’ tab, all you get is a message that the 2010/11 brochure is coming soon –­ surely too late?!

OVERALL SCORE OUT OF 50

32

8/10

Good news page which appears to be regularly updated, with images. There is also a handy blog, last post one month ago. The ‘Woof Wear Academy’ meanwhile is a great feature – easy for horse owners and retailers to find advice on which products to use and how, as well as downloads of news articles and brochures and more detailed information about materials.

There is a dedicated ‘News’ page (the design here isn’t quite as good as elsewhere), but there are only two stories there and the links don’t work. There is a separate ‘Fan club’ site, but it was hard to navigate and some of the pages appeared full of spam.

Company information:

9/10

Very easy, everything can be found in just one or two clicks, and there is a well-organised site map on hand. Perhaps the text in the left hand menu could be a little bigger?

CONTENT: News and media:

Clean, modern design using attractive colours. Minor point – one of the boxes on the home page has white text on light blue, a little hard to read. Nice image of daffodils in the background, although slightly random in context and on the homepage the bottom part appears partly obscured by a white box.

NAVIGATION:

Navigation is quite logical, and there is also an obvious trade-only section, with clear steps on how to register and use. The ‘Product ranges’ menu on the left does not fully display all the text on some of the options, you have to click on it to expand. Also, it is not immediately obvious how to return to the home page.

7/10

Company information:

8/10

Under ‘About us’ is plenty of company information, which is interesting and informative without being too much. There is a ‘Find a stockist’ feature, but this wasn’t working – I tried this on several different computers, but it just appeared as blank space.

Product information:

9/10

Products all logically organised, and each is accompanied by plenty of information, including photos of all colour options and the product being worn. Helpful ‘You might also like’ suggestions at bottom of each page, and link to fitting advice. To further improve, perhaps add customer comments or FAQs?

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

May 2011

Equestrian Business Monthly

41 41


SUPPLIERS DIRECTORY ­­­ Abbey Diagnostics +44 (0)1638 552122 www.abbeydiagnostics.co.uk Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeysaddlery.co.uk Abfohlsystem +49 5492 2852 www.abfohlsystem.de Agrifence +44 (0)1432 373920

D&H Animal Husbandry +44 (0)845 270 6691270 2224 www.dandhgroup.co.uk Davies & Co +44 (0)1536 513456 Dinky Rugs +44 (0)1279 410300 www.dinkyrugs.co.uk Dodson and Horrell +44 (0)1832 737300 www.dodsonandhorrell.com

Agrihealth incorporating Eddie Palin: Dog Rocks +44 (0)1628 822 243 +44 (0)2838 314575 www.dogrocks.co.uk www.eddiepalin.com Duralock +44 (0)1608 644988 Airowear +44 (0)1434 632816 www.duralock.com www.airowear.co.uk Durango Boots Amigo Stable Mirrors: +1 519 8838226 +44 (0)1858 432652 www.durangoboot.com www.amigostablemirrors.co.uk E. & E. Corn Supplies (Havens UK) Andis Company +1 262 884 2600 +44 (0)1388 603333 www.andis.com Earlswood Supplies Andover Healthcare +44 (0)8450 171351 sales@andoverhealthcare.com www.earlswood-supplies.com www.andoverhealthcare.com Easibed +44 (0)161 370 2360 Animalife +44 (0) 1 527 857 920 www.easibed.co.uk www.animalife.co.uk Eazitools Equestrian Arctic Fox – Bulls Eye International +44 (0)1302 746077 +44 (0)1923 210646 www.eazitools.co.uk www.arcticfoxuk.com Eco Comfybed +44 (0)1202 593601 Aubiose (Future Forks) www.ecocomfybed.co.uk +44 (0)1293 416759 www.futureshavingsfork.co.uk Emvelo +44 (0)1494 875848 www.emvelo.co.uk B2B +44 (0)870 7510605 www.btoblinks.net Equiscan info@equiscan.eu www.equiscan.eu B Jenkinson & Sons Ltd +44 (0)1924 454681 Equivet +44 (0) 808 1084995 www.elico.co.uk www.equivetanimalcare.com Badminton Horse Feeds +44 (0)1425 658450 www.badmintonfeeds.co.uk Baileys Horse Feeds +44 (0)1371 850247 wwwbaileyshorsefeeds.co.uk Battles +44 (0)1522 529206 www.battles.co.uk Bling Equestrian www.blingequestrian.co.uk Brinicombe Equine +44 (0)8700 606206 www.brinicombe-equine.co.uk British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com Buffera Ltd +44 (0)1707 852244 www.buffwear.co.uk Charles Bentley and Son Ltd: +44 (0)1509 232757 www.bentleybrushware.co.uk Chestfields +44 (0)1227 276129 www.chestfields.com Classic Canes +44 (0)1460 75686 www.classiccanes.co.uk Classic Showjumps 0161 765 2010 / 2014 www.classicshowjumps.com

Equestrian Supplies +44 (0)1254 831645

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

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

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

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

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

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

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

Petlife +44 (0)1284 761131 www.petlifeonline.co.uk

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

Karoo Equine +44 (0)1706 559569 www.karooequine.com

Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info

Friendship Estates +44 (0)1302 700220 www.friendshipestates.co.uk Fresha Tank +44 (0)1733 203077 www.aquamidas.com Fuller Fillies Ltd +44 (0)1977 625 025 www.fuller-fillies.co.uk Future Forks (by Aubiose) +44 (0)1293 416759 www.futureshavingsfork.co.uk Fynalite +44 (0)1789 764848 www.fynalite.co.uk Gee Up Equine Laundry +44 (0)1254 822066 www.geeupequinelaundry.co.uk Gillman’s +44 (0)1452 509050 www.gillmanscommercialappliances.co.uk Girbau UK +44 (0)1462 427780 www.girbau.co.uk GollyGaloshes gollygaloshes@btinternet.com Grays of Shenstone +44 (0)1543 483344 www.graysofshenstone.co.uk Gumbies Ltd +44 (0)1258 839100 www.gumbies.co.uk

Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk

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

Equistro +44 (0)1280 814500 www.equistro.co.uk

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

Equetech +44 (0)1296 688966 www.equetech.com

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

Equilear + 44 (0)1543 414474 www.equilear.co.uk

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

Equilibrium Products +44 (0)1442 879115 www.equilibriumproducts.com Equine America +44 (0)1403 255809 www.equine-america.co.uk Equine Management +44 (0)1825 840002 www.equineman.com Equisorb: +44 (0)1476 585973 www.equisorb.co.uk

Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk Kingshead +44 (0)1738 580080 www.kingsheadequestrian.com Kitt +44 (0)1278 727755 www.kitt.eu.com LaundryStuff +44 (0)1226 717180 www.laundrystuff.co.uk Lets Talk Horses + 44 (0)1953 850678 enquiries@letstalkhorses.co.uk LexveT International +44 (0)8003 345856 www.lexvetsupplements.com Life Data Labs Inc +1 256 3707555 www.LifeDatalabs.com Likit www.likit.com For orders Westgate EFI +44 (0)1303 872277

Macwet: +44 (0)8456 039075 www.macwet.com

Horses with Attitude +44 (0)1274 852139 www.horseswithattitude.co.uk Horslyx +44(0)16973 32592 www.horslyx.co.uk Hows Racesafe +44 (0)1536 771051 www.hows-racesafe.co.uk

Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com Natural Animal Feeds +44 (0)800 373106 www.naf-uk.com Mulberry Imports Ltd +44 (0)1243 574181 www.mulberryimports.com My Day Feeds+44 (0)845 6023782 www.mydayfeeds.co.uk Nedz Bed +44 (0)1772 877096 www.nedz.co.uk Novel gmbh (Pliance) +49 (0)894 177670 www.novel.de

Equestrian Business Monthly

Stable Environment + 44 (0)1422 310483 www.stable-environment.co.uk Stable-Safe +44(0)23 8083 9907 www.stable-safe.com Starkie’s +44 (0)116 2592022 www.starkiesbeeswaxcreams.com Stockshop Limited +44 (0)1392 460077 www.stockshop.co.uk Stormsure Ltd +44 (0)1638 570478 www.stormsure.com

Professional’s Choice +1 800 331 9421 www.profchoice.com

Tandy Leather Factory +44 (0)1604-647910 www.tandyleatherfactory.co.uk

RS-tor www.rstor.co.uk

Taurus Footwear and Leathers Ltd +44 (0)1933 674679 www.taurusfootwearandleathers.co.uk

Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com Rockall +44 (0)121 5558334 www.rockall.info Rockfish Riders +44 (0)1503 240615 www.rockfishriders.com Rockies +44 (0)1606 595025 www.rockies.co.uk

Ruggles & Stopitall +44 (0)1823 259952 www.karenruggles.co.uk

Mackey Ireland Equestrian Wholesale +353 45 404620 www.mackeyequestrian.com

Spillers +44 (0)1908 222888 www.spillers-feeds.com

Storm waterproofing (UK) Ltd +44 (0)1773 521309 www.stormwaterproofing.com

LPD +44 (0)1215 800880 www.lpdlpd.co.uk LS Sales (Farnam) Ltd +44 (0)1608 683855 www.lesliesutcliffe.biz

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

PressPoint +44 (0)1953 851513 www.presspoint.co.uk

Rugged Horse +44 (0)1233 720056 www.ruggedhorse.co.uk

Medco Enterprises +92 524 602961 www.medcopk.com

Horsesport www.horsesport.com

Pony Maloney +44 (0)1825 872600 www.ponymaloney.com

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

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

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

Polly Products +44 (0)1636 636132 www.pollyproducts.co.uk

Rower & Rub +44 (0)1223 969740 www.roewer-rueb.com

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

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

P J Pet Products: +44 (0)1455 203146 www.pjpetproducts.co.uk

Lister Shearing +44 (0)1453 544832 www.lister-shearing.co.uk

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

Euro Front International +44 (0)1332 590460 www.eurofront.co.uk

May 2011

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

Maxavita +44 (0)8450 752754 www.maxavita.com

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

www.ebmonthly.co.uk

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

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

ESF Services +44 (0)1600 780051 www.tackrepair-rugwash.co.uk

Clipper Sharp +44 (0)1823 681076 www.clippersharp.com Field Galleries +44 (0) 1932 342055 www.field-galleries.co.uk Contour Exhibitions & Events +44 (0)1392 421500 Finest Brands International www.contour.uk.net (Toggi and Champion) +44 (0)113 270 7000 Cox Agri +44 (0)845 600 8081 www.toggi.com www.coxagri.com

42

Five Star Horse Bedding +44 (0)1732 863116 www.fivestarbedding.co.uk

Rugs R Us +44 (0)1695 716262 www.equirugsrus.co.uk Rutland Fencing +44 (0)1572 722558 www.rutland-electric-fencing.co.uk SCH (Supplies) Ltd +44 (0)1473 328272 www.schsupplies.co.uk Sherwood Forest Ltd +44 (0)1159 424265 www.sherwoodforest-uk.com ShoeSecure +44 (0)1475 54068 www.shoesecure.com Silvermoor +44 (0)1665 602587 www.silvermoor.com Smart Grooming +44 (0)1823 681076 Snowflake Animal Bedding +44 (0)8703 003355 www.snowflakeanimalbedding. co.uk

Tayberry +44 (0)1507 524816 www.tayberryoutdoor.com The British Horse Society +44 (0)8450 777692 www.bhs.org.uk The Wonder Tree +44 (0)2081 444852 www.thewondertree.co.uk Top Paddock +44 (0)1469 563995 www.top-paddock.co.uk Trailer Vision +44 (0)1775 640737 www.trailervision.co.uk Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk Trus-STEED Ltd: +44 (0)8444 145439 www.trus-steed.co.uk Tuffa International Footwear +44 (0)1953 880914 www.tuffaboots.com Uncle Jimmy’s Brand Products +1 866 965 4669 www.jimmysballs.com Unibed +44 (0)1977 796278 www.unibed.uk.com V-Bandz +44 (0)8450 956810 www.v-bandz.co.uk Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com VSM Ltd: +44 (0)1664 506746 www.easywormer.com W F Young, Inc. +001 413 526 9999 www.absorbine.co.uk Wahl +44 (0)1227 740066 www.wahl.co.uk

Snuggy Hoods: +44 (0)1225 783399 www.snuggyhoods.com

Westgate Labs +44 (0)1670791994 www.westgatelabs.co.uk

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

Your Gift Horse +44(0)1454 202033 www.yghtrade.com

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

Zilco +44 (0)1844 338623 www. zilcoeurope.com

SP Equine Health & Herbal +44 (0)1787 476400 www.equinehealthandherbal.co.uk




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