Sept 202

BUSINESS SEPTEMBER 2012 ISSUE 126

Page 13

HORSE & RIDER HI-VIZ: Selling Safety

CHANGING WORK ETHICS WINTER FEEDING ADVICE STOCK TAKE

MONTHLY

EQUESTRIAN

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

INSIDE THIS ISSUE 6 NEWS 11 WALK ON THE WILD SIDE

Suzanne Wild talks trade

13 HI-VIZ

Assisting customer safety

18 SHOP WINDOW Stable bedding

36 ON THE MARKET

The industry’s finest

36 FIVE MINUTES WITH… Keratex

37 AT THE SHARP END

Mike Potter gets down to business

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37 ASK THE EXPERT PAYE changes

WINTER FEEDING

38 CURRENT AFFAIRS

Seasonal demands

Working attitudes

39 BUSINESS ADVICE Export explained

31 LAUNCH IT New products

32 LET’S TALK PRODUCTS Winter jackets

40 STOCK TAKE

Retailers’ top selling products

41 SECRET SURFER New websites on show

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FRONT COVER IMAGE: www.jamiehallphotography.co.uk

Editor: Kirsty Whittle editorial@ebmonthly.co.uk

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

Design: Carra White carra@whitehousemedia.co.uk Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK Tel: +44 (0)1953 850678 Fax: +44 (0)1953 851936 enquiries@ebmonthly.co.uk www.ebmonthly.co.uk Disclaimer Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business Monthly nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

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

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Comment EDITOR’S

Red, White and Gold

FORWARD FEATURES October

November

December Let’s Talk Products: Long Boots Winter ailments Horse Equipment

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themed show jumps were exceptional and a roaring success and after months of hoo-ha over the surface, no complaints were heard.

When summing up this iconic event, I think that all involved should be very proud. The united front that Britain portrayed throughout was exceptional; and the efforts and attitudes spread across the world by our athletes and volunteers was amazing. While I may never witness another home games, I feel proud to be not only British, but also a Londoner!

The ups and downs Charlotte Dujardin gaining a phenomenal 90% in her dressage test and receiving her medal wearing a fully functional hard hat – we salute you!

Red top newspapers using pictures of the Dutch team instead of our own! Huge let down from the media.

Mass increase in social media activity and awareness of the sport.

Athletes being subjected to abusive tweets after missing out on placings.

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Let’s Talk Products: Short boots & half chaps Media Guide Treats, licks & toys

Well, the Olympics, where to begin. Having spent my life attending shows – both competing and spectating – I wasn’t as excited about the Olympics as I should have been. When tickets went on sale I sat idly by and watched them be gobbled up. Little did I know that post opening ceremony I would be attached to the TV at every possible moment, tweeting like I’d never done before and fighting back tears. The 15 days of competition have been emotional to say the least. I for one know that I’m not the only person who has had to hide the tears. Watching the athlete’s reactions as they realised that years of hard work and training had paid off was incredible, as was the public’s reaction to our sport. Despite technical language being slightly out, many non-horsey viewers tuned in for the dressage freestyle, affectionately rebranding the event as ‘the dancing horses’. While I am aware that most will not rush out and purchase a horse, I am also aware of the increase in interest to riding schools and other equestrian centres following the games.

Moving away from the sporting side of things, the next big question is: Did the Olympics bring us the financial growth that we were hoping for? Well while the powers that be are busy tallying up numbers and working out percentages, we all wait with baited breath. One thing that is for sure is that the equestrian venue was more than well received. Despite the undulating ground being a little slippery for some, the overall result was one of success. The cross country course, although not huge in size was technical and a true reflection on the world’s best riders. The London

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Let’s Talk Products: Body protectors Worming Olympics review What to stock for Christmas Spoga review

While the Olympics may be finished we still have the paras to come and a selection of medals to be mighty proud of.

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“Just ahead of the showjumping jump off and the question in the office is “what would Rupert Campbell-Black do?”

Countryside Alliance

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TOP TWEET

Let us know what you think!

Why visit the site:

Throughout 2012 we’ll be introducing new features both in the publication and on the website and we want to know what you think.

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

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Follow us on Twitter: @EBMonthly and keep us up-to-date with your news and opinions by emailing: editorial@ebmonthly.co.uk

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UK NEWS

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

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

Battles funds expansion

B

attles has successfully raised £490k to fund future expansion plans which has started with an increase in the sales team moving from a team of six to eight.

The finance was raised from Royal Bank of Scotland who commented: “Although all we seem to hear about is the refusal of banks to lend to busi-

nesses, this deal to help fund Battles expansion proves that we at Royal Bank of Scotland will lend to good businesses with well presented plans and management which has a grip on the business.”

“This does show that Royal Bank of Scotland will lend to businesses, you do have to go through more hoops than

previously as the attitude of the banks to risk is diminished but we had coherent plans and up to date management accounts so that we could show that we knew and understood our business,” says Jim Bowen the owner of Battles.

The expansion plans will centre on improving the capacity of the business into the future.

BE and EHOA to merge training F

ollowing the successful launch of Training & Education within British Eventing (BE), the EHOA and BE have decided to join forces on their training initiatives.

From 2013, BE will administer the EHOA training courses, and places will be available via the BE training portal which launched in January and has had over 60,000 visits to date.

This online booking system allows any rider to book onto training of their choice quickly and easily – training is open to members and non-members of

both BE and EHOA. It is hoped that the new training series will combine the best of both organisations’ trainers and expertise. EHOA members will continue to be able to use their £10 training vouchers for either BE or EHOA training courses. EHOA members can also continue to use their vouchers for sessions with their favourite EHOA accredited trainer.

“We started our training programme in 1998 and it has been enormously successful,” says EHOA chair Judy Skinner.

“Now BE’s programme is fully operational, it makes sense to merge our training with theirs.

We are confident that BE will be able to build on the firm base which our programme has developed.”

The EHOA will continue to run its annual training awards scheme, with a two day training camp being part of the prize.

All training courses will be available to book at: www. britisheventing.com/training/ courses.

Female retailer reaches award finals

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female retailer is among three finalists announced in the 2012 Specsavers everywoman in Retail Awards for the Leader of the Year Award in a business with a turnover under £200 million.

Terri Roberts, HR manager, Farm and Pet Place Ltd from Llanrwst, North Wales was nominated alongside two others for the award.

“Retail is the largest private

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sector employer in the UK, and is evolving rapidly - with many more job opportunities transpiring through the explosion of online shopping,” says Maxine Benson MBE, cofounder of everywoman. “The industry offers huge variety and diversity of opportunity.

These finalists demonstrate that, despite the challenging economic climate, determination, hard work and leadership

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can underpin commercial success, and they are a shining example to others looking to make their mark.”

The candiates, working within large or small organisations, or as leaders of their own enterprises have demonstrated the diverse opportunities available for women. Winners will be announced at a ceremony at The Savoy, on 13th September.

Equestrians urged to sign online petition

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petition has been created in order to persuade DEFRA to rethink its decision regarding renewal of the National Equine Database (NED) contract.

DEFRA has given notice informing that it will not be awarding a new contract for a central equine database and that its contract with NED will terminate at the end of September 2012.

The website is currently displaying the following statement: “This website cannot continue to operate beyond the end of September and all NED services including horse search, lost and stolen register, horse associations, pedigree, progeny and performance reports, passport check, NEDLinks and equine reminders will no longer be available.”

The petition, which is available online, is urging the public to write to DEFRA, specifically ministers, Jim Paice and Caroline Spelman expressing their views of concern.

UK NEWS

Consultation on change of use for agricultural buildings T

he Government has published ‘New opportunities for sustainable development and growth through the reuse of existing buildings’. This is a consultation under which the Government is looking at reforms to the planning system to support sustainable growth and streamline the often lengthy and complicated planning process.

The consultation looks at

changes to permitted development rights which could eventually see agricultural buildings within certain categories going ahead without the need for planning permission and also a potential extension to prior ratification.

The drive behind this policy is that Government is seeking to allow further diversification in rural areas to support economic growth through the

reuse of agricultural buildings.

Proposals look to include buildings which have full planning permission or permission under prior notification, which are already in existence. The type of uses they are looking to encourage would be workshops, offices, storage, food processing, cafes and leisure they would be implemented without the need to submit a planning application providing

CONSUMER CORNER LEAFLET HELPS OWNERS UNDERSTAND EQUINE BACK PAIN Ceva Animal Health has produced a leaflet to help horse owners understand the cause, diagnosis and management of equine back pain.

The management of back pain in the horse can be a particular challenge to vets and a source of frustration for owners. Early diagnosis is likely to be associated with a more favourable outcome but it’s important to ensure that other causes of pain and poor performance such as lameness, are not contributing to the horse’s clinical signs.

Acute back pain can be a result of trauma, such as a fall, damaging the bony and soft tissue structures. If severe trauma is incurred, horses may develop neurologic abnormalities. Chronic back pain may be a result of abnormalities in the bones that make up the vertebral column, such as: impingement of the dorsal spinous processes,

RENAMING OF THE COUNTY SHOW The Newark and Nottinghamshire County Show is to be renamed ‘The Nottinghamshire County Show’ at Newark Showground, following a Council meeting of the Newark and Nottinghamshire Agricultural Society (NNAS) this week.

After one of its most successful County Shows earlier this year, the NNAS decided that the time was right to build on the increased pride Nottinghamshire people have in their County and put its substantial agricultural achievements firmly on the map.

Current president of the NNAS, Mich Stevenson OBE DL, was a proponent of the name change.

“With strong public support for the County flag and the real sense of pride in the community that events in 2012 have helped generate, it made perfect sense for the Show’s title to reflect what it is – a showcase of everything that our diverse and successful County has to offer. Hopefully this will firmly establish the Show in people’s

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EQUESTRIAN BUSINESS MONTHLY | Sept 2012 www.ebmonthly.co.uk

arthritis of the articular processes and vertebral spondylosis.

‘Understanding back pain’ clearly explains the anatomy of the back, as well as the Understanding back pain clinical signs of back pain and how it is diagnosed, including the treatment options and the general prognosis. Copies of the new leaflet are available, free of charge, from local equine vet practices. Leaflets on ‘Understanding bone spavin’, ‘Understanding navicular disease’, ‘Understanding sacroiliac disease’ and ‘Equidronate discharge instructions’, are also available. minds as the place to be each May”.

“The change is welcomed by our members as it gives The Show even broader appeal, helping us to draw in all that’s good from across the entire county - including all our county towns,” says The Society’s chief executive, Adrian Johnston.

Councillor Kay Cutts, Leader of Nottinghamshire County Council also welcomed the show’s name change. “The County Show celebrates our magnificent farming and rural heritage and is one of the jewels in the events calendar in Nottinghamshire,” she says. “More than 50,000 people flock to this great event each year and the Show organisers are clearly ambitious to build on its strengths. The renaming of the show to the Nottinghamshire County Show will reinforce this ambition by widening out its appeal to even further afield. We wish the organisers every success with this excellent venture and are proud to be one of its main supporters.”

The 2013 Nottinghamshire County Show will take place over the weekend of 11th and 12th May at the Newark Showground.

opportunities for other rural businesses to expand and grow without delay and other costs.

It is anticipated this could save millions of pounds on an annual basis both to local planning authorities, farmers and landowners and would speed up the overall planning process. It also would have the added benefit for grant aided schemes, as it would not cause delay and will mean that initiatives can be taken forward within the time scales required rather than being driven by outside factors.

For information contact William Young at Fisher German on +44 (0)1858 410200.

HMRC help for farmers Peterborough accountants, Rawlinsons, has landed a contract with the NFU to support farmers struggling with the Government’s mandatory filing systems.

The firm is set to help farmers who don’t have the technology, know how or time to adhere to HMRC’s newly-introduced compulsory online filing of VAT returns.

Rawlinsons’ team of agriculture specialists has decades of experience in the sector, and of working alongside the NFU. It will now be working with farmers from across the country to help ensure they remain compliant.

Rawlinsons will be able to register farming businesses for online filing, complete and submit monthly or quarterly VAT returns direct to HMRC, inform clients what money is owed and advise on payment, and ensure returns are up to date. “We are delighted to have been selected by the NFU to provide this service to farmers,” says Rawlinsons partner Colin Crowley. “The new rules governing online filing have been causing farmers concern.

We can take on that concern, giving them peace of mind and freeing up valuable time.”

Pretty in pin E

quimat manufacturer Davies & Co have announced plans to release a limited edition pink Equimat stable mat to raise awareness for breast cancer research through Cancer Research UK and have pledged to raise £1000.00 to support the charity.

After multiple requests for pink stable mats the team at Equimat decided it was the perfect opportunity to react to customer requests and to help support a charity that is involved with such important work at the same time.

“Breast cancer is the most common cancer in the UK,” says Haley Vaughan-Riley of Davies & Co. “Each year more than 48,400 women

and around 370 men are diagnosed with the disease.

Everyone has been affected by cancer in one way or another and this is a chance for Equimat and our customers to do a little something to help raise awareness and funds for this most worthy of charities. Our customers will be informed on how we are supporting breast cancer research and how they can get involved too through our website, Facebook page and Twitter account on a regular basis.”

The new Equimat pink stable matting will be launched at Burghley Horse Trials and available for a limited time only on a first come first serve basis.

Dressage Couple go green

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nternational dressage couple Gareth and Rebecca Hughes opted for recycled plastic profiles as an alternative to conventional timber when building their new Olympic-size training arena in Warwickshire.

Gareth and Rebecca have built a brand new 20-acre facility for training their teams for national and international competition using the poles.

More than 2000m of recycled plastic profiles have been installed to provide kickboards around the 60x20m indoor training arena which forms the centre piece of their new team facilities.

“Conventionally, softwood or hardwood boards are used as kickboards,” says Rebecca.

“However recycled plastic profiles are a much more practical alternative as they do not break or mark, so they last longer, look smarter and are easier to clean.

“It’s also reassuring to know that Centriforce products are 100% manufactured from plastic waste that would otherwise

be sent to landfill or exported.”

The recycled plastic profiles are manufactured by Centriforce the UK’s largest independent plastics recycler, at its Liverpool manufacturing headquarters. They are made entirely from recycled HDPE and LDPE plastic, which would be otherwise destined for landfill or export. Their versatility and durability have made them an established alternative to timber in a wide range of industries.

Sept 2012 | EQUESTRIAN BUSINESS MONTHLY www.ebmonthly.co.uk

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UK NEWS

Restricted delivery NEWS prevents sales IN BRIEF

NEWS HOUND

Canine campaign raises awareness A recent survey of pet owners identified a worrying lack of understanding and awareness about the signs of potentially treatable age-related diseases, particularly canine osteoarthritis (Davies, 2011).

The survey also identified that a high proportion of owners would not seek veterinary advice should they see their dog exhibiting any of these eminently treatable symptoms.

This survey highlights two main issues.

Firstly, that dog-owners need to be educated to recognise these symptoms, and to seek appropriate advice from veterinary practices. Secondly, it identifies that there is a huge opportunity to drive additional practice revenues, through the proactive and continued management of these diseases.

In order to meet this dual challenge, Merial, the manufacturer of Previcox and Supleneo flex is seeking to educate pet owners on the signs of age-related diseases, focusing specifically on joint mobility.

To ensure the maximum possible impact, a powerful educational campaign is being introduced – the Freedom to Move Campaign.

The creation of this campaign and the use of consumer-focused mass media, offers veterinary practices an unrivalled opportunity to raise awareness of chronic disease conditions affecting dogs, improve the welfare of those dogs which are affected and increase practice revenue.

The Freedom to Move campaign is a major consumer-focused campaign launched in July 2012. Visit: www.freedomtomove.co.uk.

Around 35 million Brits dump their online trolley at the checkout due to restricted delivery options, according to research from parcel company DPD. The research reveals that 73 percent of Brits have abandoned an online shop because of restricted or expensive delivery options.

Forty percent of online shoppers complained that they are generally not offered a free delivery option and 37 percent said retailers annoy them when they limit the delivery options or pre-select expensive options.

Unsurprisingly, when questioned about their preferred delivery options 26 percent felt that timed delivery slots were more preferable than free deliveries, while 41 percent of shoppers called on retailers to offer a wider range of delivery options.

“Online shopping is the fastest growing retail sector and customers are no longer happy to accept a restricted set of delivery options, they want choice and flexibility in when and how they receive their purchases,” says Dwain McDonald, DPD’s CEO. “Retailers have to consider how best to provide customers with a set of delivery options which reflect their product offering and reassure the shopper that their goods will be delivered quickly and cost effectively. Delivery companies are working hard to innovate services in this area. Online cart abandonment costs etailers millions of pounds each year in lost sales.

Put simply, limited delivery options cost sales.”

Feed company supports charity S

pillers has donated £12,000 to the Laminitis Trust, to help fund important research on this potentially devastating condition.

The funds were raised as the result of a special campaign

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run by the company, which involved Spillers donating 20p to the Laminitis Trust from every bag of Happy Hoof sold, during the months of April and May 2012.

The Laminitis Trust, founded

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in 1998, is the only registered charity dedicated to supporting research into equine laminitis. “The Laminitis Trust is at the forefront of essential work to discover the causes of this painful and debilitating condition and we are proud to be able to support their endeavours,” says Clare Barfoot, research and development manager at Spillers. “We are extremely grateful to Spillers for this generous donation,” says Robert Eustace, founder of the Laminitis Trust. “All the money will be used to help fund our laminitis research projects. Horse owners should select feeds carrying the Laminitis Trust Approval logo to help them keep their animals at the correct body weight.

OLYMPIC VET JOINS PFIZER

Official vet at the London 2012 Games, Wendy Talbot, has joined animal health company Pfizer. Wendy has been appointed as the national equine veterinary manager of Pfizer’s equine business unit.

Having previously spent six years in equine practice in the midlands, Wendy will continue to be based in the region.

BAD WEATHER INSURANCE UPTAKE

In light of this year’s horrendous weather, The World of the Horse (WOTH) shopping pavilion is offering adverse weather insurance for its exhibitors at Burghley and Blenheim.

If the event is cancelled before it starts, traders will receive a 100% refund with a pro rata refund for cancellation mid event.

SWEET SMELL OF SUCCESS

Westgate EFI is distributing the Emvelo equine range which includes Stable+, Breathe+ and Protect+. Formulated to create a healthy environment for the horse, the natural products combine beneficial bacteria with high quality essential oils to help maintain the optimum microbial balance.

“Our range is about creating a healthy and pleasant environment for horses and their owners or stable staff,” says Emvelo managing director, Gill Goddard. “By acting on the floor and bedding, Stable+ helps balance the microbial levels in stables or horseboxes, while Breathe+ is designed to aid the respiratory tract which is extremely sensitive to harmful stable odours. Protect+ can be applied directly on to the horse to deter irritating insects.”

Suzanne Wild is Designer and Managing Director at Fuller Fillies.

Wild Side Walk on the

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pparently, imitation is the sincerest form of flattery. But, if you have invested thousands and devoted years of blood, sweat and tears to bring a unique product to market, only to have it ripped off and offered out at half the trade or retail cost then believe me when I say, flattered is the last thing you feel!

My experience of this kind of flattery dates back to my studies in fashion in the early eighties; there was always a place reserved at the end of year fashion show for a certain bearded, northern fashion designer with a liking for bearfooted sixties songstresses, (you have to be at least 45 to work this one out.) He would sit and watch and ‘select’ designs to incorporate into his ‘own’ collections. Of course, you never got a credit or even a ‘thank you’ but you did feel special – maybe even flattered.

And to be honest this kind of plagiarism underpins the whole fashion industry.

There are still some of us who believe in ‘bucking the trend’, who are still prepared to stick our necks out and try something different which we truly believe will be warmly welcomed by the consumer and may just make enough money back in two years to pay the development costs. It doesn’t make us feel special but it does mean we stay in business long enough to take on more debt.

So we grudgingly accept that a degree of copying is inevitable – not everyone can be a creative genius after all; in an industry such as this it is extremely difficult to come up with something that is absolutely unique and can therefore easily be protected under copy-

right law - there isn’t much that hasn’t been done before. I still don’t feel that as an industry we do enough however…

18 months ago our stockists were approached by a factory claiming to have designed and manufactured one of our shirts, offering them directly to the stores. They were lying and because the shirts clearly displayed our trademark logo they were faced with the full weight of Trademark Law and ceased their fraudulent activity. What happened next was unforgivable in my eyes.

I emailed the proof to SPOGA, AETA and BETA as it was just ahead of the show season, and asked if the company was exhibiting. SPOGA immediately replied they were not, and guaranteed never to accept an approach from them under the circumstances; AETA responded the week after with a similar reply. BETA didn’t bother.

If BETA set the standard we are all in trouble; so I have an idea; as manufacturers why don’t we get together and start a collaborative register of factories – a ‘naughty and nice’ book of sorts? Eventually the factories would get the message that if they misbehave, they don’t get business from the UK…better than BETA? Oh I know it will need more work and policing, but that doesn’t forgive apathy, after all, apathy can be overcome by enthusiasm, and enthusiasm can only be aroused by two things: first, an ideal, which takes the imagination by storm, and second, a definite intelligible plan for carrying that ideal into practice.

Anyone feeling intelligible? FYI – that quote is plagiarised from Arnold J Toynbee. Whoever he is, I hope he feels flattered.

Sept 2012 | EQUESTRIAN BUSINESS MONTHLY www.ebmonthly.co.uk

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Horse & rider Hi-viz

STAND OUT from the crowd

Safety on the roads is at the forefront of most riders’ minds with more wanting to kit out themselves and their horses in hi-viz equipment.

Equestrian Business Monthly dives into the importance of this sector and explains why knowledge is profit.

EDUCATING THE AUDIENCE Riders wearing fluorescent/ reflective clothing give drivers up to three more seconds to see them. The BHS states that: “Three seconds is the time that it would take a car travelling at 30 mph to cover the length of a full size dressage arena.” When you consider that distance, it is easy to see why it could be the difference between a fatal accident and an enjoyable afternoon hack.

Classified as Personal Protective Equipment (PPE), hi-viz comes under Category II. The decision to reclassify the items from Category I was made in Brussels in April 2009. Category II requires the

“Classified as Personal Protective Equipment (PPE), hi-viz comes under Category II” manufacturer to submit its garments to a notified/approved body for ‘type examination’ – meaning in the case of riders either EN1150 or EN471. Only once this has been done can a CE mark then be placed on the product. Like so many rulings in the equine world, wearing hi-viz is not legally required, however insurers may ‘advise’ that riders are sufficiently attired. “Our aim is to promote responsible riding and ownership because we want all riders to take care of both themselves and their horse when out riding,” says a spokesperson for Petplan Equine.

“Therefore as part of our policies we ask that customers take reasonable care to prevent accidents so while we don’t state that riders must wear hi-viz riding on the road, we would expect some hi-viz

to be worn during poor visibility conditions so that they can be seen to protect themselves and their horse.”

An alarming amount of accidents occur on the road each year, however these accidents do not legally require recording unless a human is injured and requires hospital treatment direct from the scene of the accident. According to the BHS “A horse can be killed, or a vehicle written off and the accident may not be recorded anywhere.” Educating customers is a vital part of both successful selling and duty of care. An accurately designed hi-viz display is guaranteed to attract customers, regardless of whether they came in to buy these items. The BHS offers two separate pieces of literature: Horse Sense for Motorists, which is a printed leaflet that can be handed out to customers and Hit Your Brakes, Not my Horse; a dramatic poster which shows a graphic accident. Both of these can be obtained by contacting the charity and are not only a conversation starter but can also enlighten customers who are possibly ignorant to the dangers.

RETAILER ASSISTANCE Standards have often caused confusion and controversy over the years, with both retailers and customers unsure of the effectiveness of certain products. BETA’s High Visibility Certification Scheme invites companies that reach the recognised standards to submit their range for certification. Only garments certified to a recognised standard are admitted to the scheme, where they are monitored and checked annually to ensure that they remain compliant. The scheme uses an easy to

understand colour coded system to identify the three standards. EN 471 is represented by an aqua label, EN 1150 a royal blue label and EN 13356 a navy blue label. All garments must have copies of test examination results sent to BETA. On acceptance of an application, an annual payment is required

“An accurately designed hi-viz display is guaranteed to attract customers, regardless of whether they came in to buy these items” and a small charge is made for each garment included.

“The High Visibility Certification Scheme was created following industry concerns over the number of uncertified garments on the market and the re-classification of high-visibility garments under EU legislation,” says Claire Williams, BETA executive director.

“It was introduced to put an end to the confusion surrounding high-visibility garments and accessories for riders and retailers.

It is not compulsory for companies to join the scheme but, by doing so, they are playing their part in helping the retailer and consumer to understand what is sometimes complicated and confusing certification. It also allows customers to buy with knowledge and confidence, as they know that all the checking has already been carried out by BETA.”

SELLING YOUR STOCK Stocking items such as tabards in a ‘safety section’ of the shop will encourage customers to consider other items that they may have

previously been unaware of. Hi-viz jackets, brushing boots, hat covers, martingales and gloves are just some of the items available.

In a wide range of colours and offering a multitude of slogans, this sector is constantly increasing. Retailers should consider who their customers are and cater to all needs. Hi-viz exercise sheets are very effective and particularly popular in winter. Spooky horses may not like an exercise sheet that wraps over the rider’s legs, but may tolerate a smaller piece of fabric that sits under the saddle and is secured with a fillet string and girth straps. Stocking one of each will be the difference between making or losing a sale.

Revolutionary products, such as Golly Galoshes’ Equine Gaiter can reduce wear and tear on expensive boots while increasing visibility of the horse. “The equine gaiter is used by all disciplines when exercising on the roads because the gaiters are so visible, due to the whole of the lower leg being covered and the action which catches the eye,” says Jean Hammond of Golly Galoshes. “It is a proven fact that drivers see this movement first, especially on approach. We use a certified fully reflective and fluorescent material, with Reflexite tape and bespoke fittings.”

The product was inspired by the amount of air traffic and Jean’s passion for equine safety. “I live in a very remote area of Scotland and we have a lot of military helicopters and low flying jets,” she says.

“In discussions with the MOD, the horse is visible to the helicopter’s pilot from a great distance. I am very passionate about horse safety and to see horses on country lanes, especially bays, that just merge into the hedgerow is unacceptable and more importantly irresponsible.”

Sept 2012 | EQUESTRIAN BUSINESS MONTHLY www.ebmonthly.co.uk

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Horse & rider Hi-viz Cyclists are often leading the way when it comes to taking precautions, however, a rider wearing a flashing band that is attached to the arm, leg or saddle will greatly increase their chances of being seen. Facing the rear, a flashing red light really stands out, even in daylight.

WATCH YOUR STEP Some road surfaces can be extremely slippery and cause horses to stumble, or fall. There are a number of surfaces that do this, but Stone Mastic Asphalt is one of the main culprits. Due to its hardwearing nature, this is a practical option for the council, however if not laid correctly, it can be very slippery for equines. A road nail can offer maximum grip and wear for roadwork, reducing the likelihood of an accident. Plenty of horse owners have stud holes for competition, however may not have considered road studs.

Although low in price, if sold with a stud kit, this could be a nice addition to the sales figures.

SATRA TESTING SATRA is able to test and certify high-visibility clothing to current European standards. The tests cover everything from garment design, background fabric colour, the reflective properties of retro-reflective tapes and water resistance/breathability properties. While SATRA can test for these things, there has recently been some confusion over whether items should be used for personal or professional use and what the difference is. “Here the qualification has to be on the meaning of professional,” says Austin Simmons, SATRA chief executive officer. “The EN1150:1999 and EN471:2003+A1:2007 are designated as standards for visibility clothing for non-professional use and professional use, respectively.

By which EN1150:1999 can be said to relate to riding for leisure.

EN471:2003+A1:2007 garments are worn during a person’s occupational activities, and so are described as professional use in that context only. Both standards have requirements to use materials that stand out in daylight and reflect when a light is shone on them in the dark, However in general, EN 471 is more restrictive when it comes to the colours allowed and the general design. EN 1150 allows for a wider range of colours and more flexible layout of the retroreflective tape.” ■

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MARKETING MAGIC Nicky Fletcher, managing director of Equisafety and founder of the infamous Polite range explains how this popular, yet at times controversial range, was developed.

What research went into developing the range?

Many different combinations of high visibility fabric, reflective strips and various coloured, chequered banding were tried and tested by a panel of riders before the decision was taken to manufacture.

Have customers reported a noticeable slowing down of motorists?

Over the past two years Equisafety has received a huge number of emails and letters from riders who have been delighted with the response from motorists and the respect they have received from them. Motorists do seem to slow down and pass with care, which can only be a good thing for all riders, horses and drivers.

Is this because of the resemblance to police uniform?

Customers who have contacted us regarding the product do

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not mention anything about the police; they are just delighted with the response they are receiving. Some customers have commented that they have witnessed police officers in a car slowing down on approach, then smile and wave as they pass! In fact, when we were doing the photo shoot for the Polite Range, a police car slowed down and gave us the ‘thumbs up’! The only resemblance to an item of police uniform is the high visibility yellow fabric.

Did you need to gain any clearance from the police to use similar designs?

In the early stages of the design procedure, Equisafety contacted Association of Chief Police Officers (ACPO), to ensure that the designs were not crossing any boundaries.

The products were met with interest and at no stage were we told we could not proceed

with manufacture. We actually showed ACPO four different styles and they said we could use all of them and that they did not have an issue with the range.

What items are in the range?

The range consists of: Waistcoat; Aspey Jacket; Quilted Gilet; Hat Band; Wraparound Winter Rug; Summer Exercise Sheet; Saddlecloth; Leg Boots; Neck Band; Nose Band and Flashing Tailguard.

Has there been an increase in demand for PPE in recent years?

There has been a huge increase in people wanting to wear Equisafety high vis.

However, most of them are not interested whether it is PPE or not, they just want a fashionable, functional high visibility garment. We believe that hi-viz should be worn all year round, not just in the winter months.

HI-VIZ CLASSIC© HI-VIZ WATERPROOF DUO©

Also in Hi-Viz the rang Unive e: rsal P ad, Le Spats g , Tail Flash

Waterproof Hi-Viz Duo PolyPad and quarter sheet all-in-one

T: 01842 752020 E: info@polypads.co.uk

www.polypads.co.uk

Bold, Bright and British PolyPads Hi-Viz product range be seen, be safe

Contact us regarding our Special offers

Sept 2012 | EQUESTRIAN BUSINESS MONTHLY www.ebmonthly.co.uk

15

HI-VIZ PRODUCTS PRODUCT

Be seen

PRODUCT

Practical thinking

It may be a small thing but it packs a mighty punch in terms of usefulness and practicality. Small enough to keep in a pocket, or wrapped around the wrist for when needed, Reflective Buff will help keep customers safe as it can be seen as the retro reflective strips of Scotchlite light up bright white when touched by headlights.

Perfect for additional warmth around the neck and ears on colder evenings or as an alternative to silks on a crash hat or helmet, Reflective Buff is a great addition to safety clothing as the nights draw in. RRP: £14.00.

The Champion high visibility gilet is tested and certified to EN1150: 1999. Featuring an electroluminescent light source powered by a simple AAA battery pack, this innovative gilet helps to improve safety in all conditions and environments, from driving rain to fog and mist.

Whereas standard high visibility reflective tapes solely rely on a third party light source, Champion’s technology does not. Constructed using durable fabrics and reflective tape and featuring a mobile phone pocket on the outside for easy access, the gilet is a must.

Buffera Limited: +44 (0)1707 852244 www.buffera.co.uk

Champion: +44 (0)1132 707000 www.championhats.co.uk

PRODUCT

PRODUCT

All Round Visibility

Great gaiters

The Equisafety 360° Wraparound rug is lightweight so does not overheat the horse, and is lined with a wickable fabric, meaning it can be used during warmer weather. Manufactured from tough EN471 Performance Fabric, which is 100% breathable, windproof and waterproof. The fully adjustable, detachable, chest protector, fitted at the top of the pommel area, ensures it does not get in the way of the horse’s movement. Using a surcingle, the rug can be used without a saddle and is ideal when long-reining or leading horses, while the girth slits help secure the rug against slipping, while fillet string, attached at the back, holds the rug in place.

Golly Galoshes have been designed and manufactured in the UK to keep horse boots and bandages clean and dry.

Available in navy or black for schooling and competition warm-up, the reflective hi–viz versions are the backbone to the company’s success. The gaiters are styled in a reflective, fluorescent waterproof and breathable fabric, with a generous vertical reflective strip on the outside of the gaiter, which even in bright daylight significantly improves visibility to drivers and other road users. Trialled extensively, they have been tested in all conditions.

Equisafety www.equisafety.com

Gally Galoshes www.gollygaloshes.com

PRODUCT

*Victoria Bax Photography courtesy of Thoroughbred Sports Photography

PRODUCT

Bold and bright

Total eclipse

PolyPads has a range of hi-viz products designed to make horses more visible. Made from bright fluorescent yellow polycotton conforming to EN1150, and featuring a new binding with a laminated reflective tape, the Hi-Viz Classic is highly visible in poor light. The PolyPad is still made from the same quality durable polycotton easy-care material quilted to the same fibre core, providing easy maintenance alongside protection you can trust. Fully reversible with black under-side.

Conforming to EN471, which makes it suitable for professional use, this practical hi-viz jacket from the LunaRider range is manufactured in waterproof and breathable fabric with a 120g polysoft filling. The jacket has a flattering fit and features taped seams, reflective strips, two-way zip fastening and a detachable hood that folds away into the collar. All LunaRider clothing carries the added assurance of BETA hi-viz certification. The LunaRider Ladies Jacket comes in xsmall to xlarge. Unisex

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

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

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EQUESTRIAN BUSINESS MONTHLY | Sept 2012 www.ebmonthly.co.uk

Shop window

BEDDING

Subject to high demand, we’ve added an additional page to showcase a selection of available bedding options to help you make your mind up on what to stock.

M

ucking out is a daily chore for most horse owners, but there are many different techniques and tools to make life easier. Bedding manufacturers are now thinking far more about the daily management of beds, as well as maintenance costs.

The first set up costs of a bed vary according to the size of the stable, the type of bedding used and the user’s preference. Some people use enough bedding to keep the horse comfortable, others bank half way up the walls and make the bed a foot thick.

Stabling a horse on inappropriate bedding potentially exposes it to harmful levels of dust, fungal spores, toxins and ammonia, which can cause a great deal of damage to the respiratory and immune systems. Urine-soaked bedding meanwhile can cause the

disintegration of the hoof wall and increase the risk of problems such as hoof wall cracks or thrush.

The bedding chosen by the horse owner must therefore be as dust and contaminant free and as absorbent as possible.

The newer types of bedding such as flax, purpose made shavings, chopped straw mixes and wood pellets are generally easier to maintain as they are designed to be absorbent, soft and require removal of manure daily and wet patches when they appear. However, more traditional bedding such as straw still has plenty of fans and when managed correctly can provide a very comfortable bed for the horse. Customers may prefer to do a full muck out each day or even deep litter in the traditional style, with a fortnightly or weekly full muck out.

PRODUCT

Eco-friendly

GOING GREEN The environmental impact of a bedding type is of increasing concern. There are two main factors that the horse owner might like to consider – the impact of the production of bedding, and, perhaps more importantly to them, the ease of disposal.

Wood shavings and pellets or indeed cardboard sourced from the timber industry are likely to be more environmentally sustainable with supply more guaranteed, as more trees will be planted to replace those cut down. Paper and cardboard bedding is often from recycled sources – the manufacturer should advertise this – and again therefore more eco-friendly.

With crop-based bedding types such as straw, hemp, flax and oilseed rape, it is harder to establish

PRODUCT

how environmentally friendly the methods of production are, but sustainability should not be too much of an issue. Meanwhile, as miscanthus is carbon neutral (the plants absorb and store carbon dioxide whist they are growing), and generally no fertilisers or pesticides are used on the crop once it is established, this bedding source is known to be more environmentally friendly in terms of its growth.

The disposal of bedding also remains a problem as the number of smaller farmers across the country (with the facilities to remove and dispose of muck heaps) declines.

There is now legislation controlling the disposal of equine waste, and for many yards disposal can incur costs. An annual tax is imposed on equestrian businesses that compost muck heaps of more than five tonnes for fertiliser. ■

PRODUCT

Maximum efficiency

Bed time

Burlybed – A new choice in eco friendly, cost effective horse bedding. “The complexities of the current climate lend themselves perfectly to our product,” says James Mutton, director of Burlerrow Farm.

Burlybed is 100% pure miscanthus (elephant grass). It is a carbon neutral, environmentally friendly crop that is naturally sustainable using no fertilisers or pesticides once established. Miscanthus is also extremely absorbent, soaking up as much as three times its own weight in moisture. It is finely chopped so manure and wet patches can be sifted out and replenished rather than having to replace the entire bed and it’s woody nature means the dust content is naturally low. “This is why the bedding we produce here in Cornwall is able to satisfy both the practical and financial needs of the horse owner,” concludes James Mutton.

Nedz products are made from top quality chopped straw which has been dust extracted to offer a healthy, hygienic and easy-to-muck out bedding for all equines. Nedz Orginal and Nedz Pro are both treated with organic, Natural Nedz, to offer anti-fungal, anti-bacterial, antiseptic and anti-insecticidal properties, as well as providing a clean, fresh aroma. Nedz Advance is a unique pelleted bedding system, which absorbs around five times its own weight. The pellets require no watering and increase in volume as the horse is stabled.

The chopped straw is highly absorbent which means that only small amounts of bedding are removed during mucking out, saving customers unnecessary waste.

Customers can keep their horse or pony in a comfortable and healthy environment this winter with Unibed.

Dust extracted and sprayed with beneficial oils, Unibed is comfortable for horse and owner to use.

Treated with a unique blend of beneficial oils to help aid respiratory problems, inflammation and bruising it provides a clean soothing environment for the horse or pony to rest.

Muck heap friendly it only takes three to six months to rot down compared to wood based products.

The Poultry Bedding is proving very popular for hens, geese and ducks and is very cost effective for rabbits and guinea pigs too.

Tel: +44 (0)1208 841264 www.burlerrowfarm.co.uk

Nedz: +44 (0)1254 677762 www.nedz.co.uk

Unibed: +44 (0)1977 796278 www.unibed.uk.com

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EQUESTRIAN BUSINESS MONTHLY | Sept 2012 www.ebmonthly.co.uk

Winter Feeding

Calculated

FEEDING Winter can bring many complications as horses lose condition and grazing becomes limited. With such an array of products on the market it is down to retailers to educate their shoppers and assist them in making suitable decisions.

TRADITION VS TECHNOLOGY Years ago, standard practice would see horses fed a scoop of chaff and a scoop of pony nuts for the average equine or lashings of oats for the competition horse or lazy cob. Over time, mixes have increased in popularity due to the lack of thought that feeding them requires. Many owners are short of time and happy in the knowledge that the feed company has done the proportion of work for them, however there are still added benefits to each way of feeding. “Many people prefer feeding mixes because not only can they see the individual components of that mix and therefore what is in it but also because feeding a ready made mix takes the guess work out of ensuring that you are feeding a balanced ration,” says Lizzie Drury from Saracen Horse feeds.

“Saracen Horse Feeds also work to a fixed formulation, which means that the ingredients used within that mix never change whatever the raw material market is doing.

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Therefore customers can always be sure that their horse is receiving consistent high quality nutrition. Some people choose to feed straights because it is what they have traditionally always done and this is perhaps more frequently seen in some of the racing yards and occasionally in some showing yards. There has perhaps been some recent movement towards people using straights in a bid to save some money, as typically buying straight bagged cereals is

also feed their horses a bran mash each weekend or during a period of sickness. Often fed on a Sunday, a bran mash was deemed as a good idea as it ‘cleaned the horse out’, however modern knowledge may suggest differently. “A study conducted at Cornell University in which 50% wheat bran was added to a diet of hay and concentrate found that faecal moisture was unchanged compared to the control horses,” says Lizzie. “The laxative effect that is sometimes observed

“Bran mashes are of little benefit to the horse and of more benefit to the owner who likes to ‘cook up a warm dinner’ for their horse” cheaper than buying a bag of mix or cubes. However, if customers choose to use straights they need to bear in mind that they will also need to choose a quality protein raw material and then a vitamin and mineral supplement and then know how to balance these altogether to suit the horse’s requirements.”

Many traditional customers may

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following a bran mash is usually down to the fact that a sudden diet change has been made and in fact the horse is suffering from mild digestive upset! Bran is also a poor source of fibre compared to sugar beet, super fibre pencils and forages. However, bran can be useful for fussy feeders or for those horses that are poor drinkers, but I would recommend that

it is fed on a continual basis and not just used on the odd occasion!” Jane Buchan from Baileys agrees that this dated method of feeding can do more harm than good. “Bran mashes are of little benefit to the horse and of more benefit to the owner who likes to ‘cook up a warm dinner’ for their horse,” she says. “Bran today, does not have the high fibre content it once had and there are other more beneficial sources of additional fibre, like alfalfa.”

THE DIFFICULT EQUINE “Our philosophy at British Horse Feeds is to supply as much of the horse’s energy needs as is practical in the form of fibre, by building on forage,” says a spokesperson for the company. “The low levels of sugar (glucose and fructose) from our feeds is very easily absorbed and the majority will be used in the gut wall to aid amino acid and peptide (protein) uptake. The fibre profile, although readily available for microbial activity, is such that it is fermented to products similar

Winter Feeding to those found in hay fermentation in the hindgut. Other fibres, such as pectins, can be fermented higher up the gut releasing beneficial end products. This means that although the products have high availability of nutrients and energy, they are released in a controlled manner along the whole length of the gut.”

Rachel Parrott a nutritionist from Allen & Page agrees that a high fibre diet is ideal and stresses the effects of starch. “Recent research, including our own, has shown that diets high in starch can cause behavioural problems in horses and ponies,” she says. “Rapid breakdown of starch in the small intestine can lead to an increase in blood sugar levels after the horse has been fed. When blood sugar levels are high, horses and ponies will often exhibit excitable, bolshy or naughty behaviour. This is primarily due to the build up of excess sugar in the blood stream, prior to it being stored in the muscles.” Maintaining condition without ‘fizz’ can be tricky but is possible. “It is possible to feed higher calorie diets without having to rely on starch as the fuel,” says Rachel. “Our feeds that utilise

THIS SEASON’S HARVEST Hay prices have continued to rise over recent years, causing upset for both farmers and customers. April Gingell from the British Straw and Hay Merchant’s Association Answers a few questions on this year’s crop.

Is there a shortage of hay this year?

There is no shortage of quantity this year and there will be more haylage on the market, but we will be seeing a shortage of best quality hay (racehorse hay). The extra haylage is there because many farmers seeing the bad weather coming produced haylage with their first cuts.

How does it compare to other years?

Last year there was a small shortage of all forage (in certain areas) because of drought.

This year at least there is quantity.

How does this affect farmers?

For most farmers hay is an

extra income and they are very used to the ups and downs caused by weather, so yes they will be disappointed but most will not be over affected. It will however affect the farmers who specialise in forage production expectedly those supplying Newmarket. Unless we see a late summer they stand to lose money this year as the cost of baling has gone up. This I’m sure will affect the price of best quality hay.

Does the wet weather cause a significant loss in spoiled hay?

Yes, if you cannot cut the hay before it turns to seed the feed value drops this affects the value. If the hay goes flat and lays in the wet it can rot causing a complete loss. If then

the farmer wants to try for a second cut the useless hay still needs to be cleared for the new grass to grow though again causing more cost.

Are more farmers turning towards haylage?

Yes. The shorter drying time has meant this year there is more haylage.

What prices are we seeing for small and large bales of hay?

Prices will not settle for a few weeks, all of our prices are ex farm and by the tonne at the moment the average for big bales is £63 small bales of meadow £83 and small bales of seed £116.

Winter Feeding unmolassed sugar beet, oat straw chaff, grass or oil are all high in energy as well as being high in fibre and low in starch.”

SUGAR BEET Quick soaking sugar beet products have changed the way in which horses are fed, saving owners time in labour and money. “The most important aspect of quick soak products is that they are a wet feed that can be freshly prepared and don’t have to be left standing around for hours,” says a spokesperson from British Horse Feeds.

“Wet feeding is the natural way to feed horses as they evolved principally to eat grass which contains 80 to 90 percent water. Quick soak products such as Speedi-Beet and Fibre-Beet allow horse owners to feed a beneficial sugar beet diet which is healthy as it is unmolassed, low in starch/sugar and high in fibre.”

“The time sugar beet needs soaking for varies from 24 hours to just 10 minutes depending on which product is used”

in the gut. So if a horse does eat Speedi-Beet dry – and we have had reports of horses eating up to a whole bag! – the best thing is to give it small amounts to drink at frequent intervals and to walk him. This will help the gut transit of Speedi-Beet. Because micronization affects the water binding capacity of the beet there is no occurrence of it drawing water from the horse itself. Controlled water absorption will avoid any gut discomfort.”

HAY VS HAYLAGE Hay is dried grass that is cut at a mature growth stage, meaning it has a lower nutrient value. Hay should be sweet smelling, crisp to the touch and a light golden colour and is at its best when cut before reaching full flower. The quality and nutritional value of hay can vary according to location and is also subject to changing weather conditions when harvested, dried and baled.

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remains intact. Good quality haylage or bagged forage is less dusty than hay and therefore suitable for horses with respiratory problems.

Ryegrass haylage is made from ryegrass or a selection of ryegrasses to provide higher protein and energy levels. Ideal for competition horses and ponies, hunters, heavy horses, youngstock and breeding stock. It can also be fed to help horses gain weight and improve condition.

High fibre haylage is made from ryegrass that has been allowed to mature before harvesting to attain higher fibre, lower protein and lower energy levels. Suitable for riding and pony club horses and ponies, native ponies, veterans and those that are resting, convalescing or are laminitic.

Timothy haylage is made from timothy grass which is higher in fibre and lower in protein than many other grasses making it suitable for leisure horses and ponies, native ponies, veterans and those resting, convalescing or laminitic.

RATION CALCULATION Below are some points to consider when helping a customer devise an appropriate ration for their horse.

1. Weight Estimate the weight of the horse using scales or a weigh tape. As a rough guide, a 10hh pony should weigh around 200kg, a 16hh thoroughbred around 550kg and a 16.2hh draught horse around 1000kg.

All sugar beet feeds must be soaked to aid digestion and to ‘soften’ the feed to make chewing easier for horses. Chewing and swallowing soaked material works enzymes into the product improving the efficiency of digestion. It also ensures bulking of the horse’s feed and maintains water intake during feeding. “There are several brands of sugar beet available for equine consumption – all require soaking,” explains a spokesperson from British Horse Feeds. “The time sugar beet needs to be soaked for varies from 24 hours to just ten minutes, depending on which product is used. Speedi-Beet has been processed to be a quick soaking flake (soaking time is just ten minutes). This results in the flake being extremely friable and this means it will not compact

Seed hay is taken from pasture grown especially for hay making from grass seed, has a higher nutritional value than meadow hay, and is lighter in colour. It usually consists of several types of grass such as ryegrass and timothy. It is suitable for horses requiring the higher nutritional value for instance race horses and competition horses.

Meadow hay is taken from permanent pasture and contains a wider variety of grasses than seed hay as well as clover, herbs and wild flowers. Meadow hay is suitable to feed to any horse or pony and is popular due to its variety.

Haylage is cut at an earlier stage than hay and contains a higher moisture content as well as higher nutrient value. Haylage can be useful to tempt more fussy feeders but some types of haylage may have a higher protein content that can create problems in some horses. Bagged haylage is wrapped in plastic and is therefore easy to store, providing the packaging

2. Intake Calculate the total daily ration requirement, or appetite, by dividing the horse’s bodyweight (in kg) by 100 and multiplying by 2.5. As a guide, most adult horses should need between 1.5% and 3% of their bodyweight in food per day.

3. Energy requirements for maintenance This is expressed in megajoules (MJ), with the amount of energy in feeds expressed as MJ per kilogram of dry matter. 18 MJ + (weight in kg/10) equals the energy required for maintenance (although in cold weather this need may increase by 10% to 15%).

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4. Energy requirements for work Using the formulas above, a 550g horse will need to eat about 13.75kg in dry matter encompassing 73MJ of digestible energy (DE) for daily maintenance.

For horses in work, additional MJ of DE must be added for each 50kg of bodyweight, depending on the intensity of workload. For example, a horse in light work will need between 1 and 2 MJ of DE added per 50kg of weight, whilst an event horse will require an extra 7 MJ of DE and a racehorse an extra 8 MJ of DE. These additional requirements for energy can be provided for using a concentrate feed.

5. Forage and concentrates A horse in maintenance alone can usually be fed 100% forage. Horses in light work can have their energy demands met by around 75% forage and 25% concentrates, horses in medium work 60% forage and 40% concentrates, and horses

in harder work around 40% forage and 60% concentrates. However, most horses should ideally be fed at least half of their diet as fibre in order to maintain healthy gut function.

6. Crude protein It is important to provide adequate amounts of crude protein within the ration. For horses from maintenance to medium work, somewhere between 7.5% and 8.5% crude protein should be sufficient. For horses in harder work, the requirement increases to 9.5% to 10%, and breeding animals and youngstock will have additional requirements – both for DE and crude protein.

REMEMBER Rations are formulated on a dry matter basis, and feed should be calculated by weight, not volume. Remind customers to feed a ration based on the desired bodyweight instead of the current, in order to provide the required level of calories.

Winter Feeding Alfalfa can also be used to make haylage and as a legume has higher levels of protein, digestible fibre, energy, calcium and vitamins than grass. The higher nutrient levels make it suitable for horses in hard work, poor doers, veterans and show horses.

There are many other alternatives on the market to bulk up the forage side of the diet. Short chops such as ReadiGrass can be fed by the bucket load if required. “ReadiGrass is a natural source of energy and condition just like spring grass and should be fed from a bucket rather than a net,” says Rebecca Johnson from Friendship Estates. “ReadiGrass can be fed dry or slightly dampened – it is ideal for veterans or horses struggling with poor teeth because it is easier to chew than long stem forage reducing the occurrence of quidding. It is not suitable as a forage for laminitics though.

Storing hay correctly is important as rain will cause the hay to spoil and develop mould which is then unable to be fed. The increase in hay prices has lead to an increase in theft, so ensuring that hay is stored either in a lockable barn

or if that is not possible, an area, where a large vehicle cannot reach or is out of sight is recommended.

SUPPLEMENTS Harsh winter conditions can place extra nutritional demands on the horse’s body when accessibility to good quality grazing is reduced, so extra support in the form of a nutritional supplement really helps to ensure that essential daily nutritional requirements are met.

“Supplements are not only important to ensure daily vitamin and mineral requirements are met but they can also be very important in

“Supplements are not only important to ensure daily vitamin and mineral requirements are met but they can also be very important in the management of some common problems faced during the winter”

the management of some common problems faced during the winter time such as mud fever, poor hoof condition, respiratory stress and weight loss particularly for the more senior horse,” says Aimee Redfearn, equine development manager at Brinicombe Equine.

Hollie Chapman from Maxavita agrees. “A joint supplement can help keep the horse mobile when the cold weather conditions worsen arthritic symptoms, digestive supplements can support the gut when increasing the percentage of forage in the horse’s diet and calmers can help soothe nervous tension from increased stabling time,” she says.

Aimee continues: ”During the winter months accessibility to good quality grazing is reduced, as after the last flush in the autumn the rate of grass growth starts to decline and eventually ceases as the days get colder,” she says. “A horse should ideally consume at least 1.5% of its bodyweight as fibre per day in order to keep the digestive system healthy. During the winter we meet this by adding hay/haylage to the horse’s diet, the nutritional value of which can

vary according to the conditions and stage at which it was cut and often means that the diet is likely to be deficient in important vitamins and minerals.

“This is where feed balancers come in which have become more and more popular in equine diets in recent years and our Think Pink is no exception proving not only to be a big seller. The balancer ensures that the nutrient content of the diet is balanced at the same

Winter Feeding time as helping horses to get the most out of their feed, particularly when feeding less than the recommended dose of compound feeds or balancing a predominantly fibre based diet.”

Certain products will increase in popularity during the winter. “Our most popular product during the winter months is our joint care supplement. Sales of MaxaBreathe also tend to increase during the winter when dusty bedding and hay can aggravate the airways and respiratory viruses are more com-

mon,” says Hollie.

Vitamin and mineral licks are quickly developing a position in the market, with owners opting for time saving methods. For horses living out 24-7 a field lick is a great option. “Horslyx contains a high specification vitamin, mineral and trace element package that is suitable for feeding to all horses and ponies, even those that are prone to laminitis, meaning that horse owners can have peace of mind that their equine is receiving the correct balance

FEEDING THE VETERAN OVER WINTER Dr Tom Shurlock of British Horse Feeds explains how the horse’s feeding habits differ during the colder months.

Shorter days, colder weather and less inclined to go out?

It means exactly the same to the horse. However, unlike ourselves where lights, central heating and a change in our routine allow us to adapt, the horse potentially, and the veteran especially, has a more difficult time.

Shorter days mean less feeding time and, for an animal that requires an almost continuous intake – less intake.

Reduced intake means less energy and colder days require the horse to generate, or retain, more heat.

For the veteran, intake can be a problem at the best of times. Poorer dentition and reduced appetite (in part due to a reduction in the natural rhythms and secretions of the gut) needs to be offset with a more specialist diet that compensates for these limitations, such as a good veteran mix and the provision of super fibre. However these may be needed all year round and changes may be needed during the cold winter months.

The major challenge over winter is to maintain body heat within the Zone of Thermoneutrality – the environmental temperature range within which a horse can maintain its core body temperature without resorting to extreme methods; that is shivering or sweating. For a mature animal the lower temperature

is around 7oC, but for the veteran it can be considerably higher.

Insulating the veteran is the first step. Stabling, or a good rug are physical steps that can be taken, but feeding up during autumn will add a layer of fat beneath the skin – the best insulation you can get.

The second step is providing heat. Mashes such as Veteran Care Mix, Speedi-Beet or FibreBeet can be fed as hot mashes.

Cold feed and water will chill the gut and energy will be expended to combat this.

The third step is to increase the amount of fermentation in the hindgut. This will generate more heat and provide more absorbed nutrients to metabolise. 80% of metabolisable energy is used to maintain body temperature in the veteran during winter and this can be supplied with Super Fibres.

Speedi-Beet and Fibre-Beet are both Super Fibre providers, can substitute some of the less fermentable forage. This increases the energy density of the diet.

Sept 2012 | EQUESTRIAN BUSINESS MONTHLY www.ebmonthly.co.uk

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Winter Feeding of nutrients needed to maintain optimum health and wellbeing.

In addition, Horslyx contains anti-oxidants for immunity, high oil content for healthy skin and coat and biotin, methionine and chelated zinc to promote healthy hooves,” says XXXXXX from Horslyx. “By providing Horslyx in four formulations, it enables horse owners to target specific nutritional requirements in one simple tub without the need for additional buckets of hard feed.

“The comprehensive package of vitamins, minerals and trace elements ensures the diet is balanced during the colder months when grazing quality diminishes, while the weatherproof formula means that the lick is unaffected by a change in temperatures and rain will not disintegrate the formula. When horses and ponies are stabled for longer periods of time Horslyx provides an easily digestible trickle feed to help keep them occupied for longer and reduce stable stress.”

WINTER WORRIES The amount of forage fed within the stable increases during winter.

While this increase is necessary to maintain condition, it also brings

its own set of problems. Volumes of dry hay can cause the horse to cough or irritate those already suffering with respiratory problems due to dust concentration and spores. Conscious owners soak or steam hay using either large tubs filled with water or specially manufactured steamers. These are often thermally insulated and sealed, which allows temperatures in excess of 100 degrees to be reached, killing harmful fungal spores and bacteria in hay. Some of these products can steam an entire bale at once, while less expensive options will just do a net at a time. These items are costly and although beneficial, they may not be viable to all customers. If the location of your business is situated in a fairly affluent area, where customers are looking to purchase high end items, it may be a good idea to set up a display, showing the size of these items and giving the shopper an idea of how they work. It is not unreasonable to assume that some may be financially able to purchase such items but may shy away from the idea as use and setting up appears complicated.

Soaking hay can also offer benefits to laminitic or overweight horses as the water reduces the amount

PRODUCT

“Our feed helpline is always busy and we receive many letters and e-mails thanking us for our advice and support” of water-soluble carbohydrates in the hay. However, studies have shown that warm water may be more effective in reducing watersoluble carbohydrates compared with cold.

EFFECTIVE BUSINESS Large companies will often run competitions and offers to support their customers and encourage them to return. These competitions can be largely beneficial if done in the correct way. “Our ‘Cash for Christmas’ and ‘Cashback Bonanza’ on-bag promotions involved customers collecting tokens off bags and returning them to us for a cheque,” says Jane.

“These proved massively popular and rewarded loyal existing customers as well as encouraging new ones.” Saracen Horse Feeds also features regular offers. “We tend not to just reduce the cost of a bag of feed, but entice people to try a

PRODUCT

bag of our feed because we know that once people are converted to Saracen they very rarely change as they see results, and they do find that they save money as they feed less,” says Lizzie.

Once customers are curious, manufacturers can encourage sales by sending samples and promoting the feed line. “Our feed helpline is always busy and we receive letters and e-mails thanking us for our advice and support through our helpline, as well as updates from clients who have contacted us in the past but like to stay in touch to let us know how they their horses are doing,” says Lizzie.

“The feed helpline also allows us to build up a large database, which then allows us to track buying behaviour and common feeding issues, it also helps us with future product developments. We know that our feed looks and smells good, which is why we are happy to send samples out for people or rather their horses to try before they buy! Sending samples is also a good way to support people who have very sick horses, where small amounts of whatever a horse wants to eat is helpful. Providing goodie bags of samples for these cases has proved hugely successful.” ■

PRODUCT

Securely stored

The original

Top of the Line

The feed bins are manufactured from prime galvanised steel and are delivered fully assembled and ready to use.

They are made in the UK (in Hereford) by skilled tradesmen, using the latest computer controlled machinery. This allows the company to guarantee high quality and provide excellent value. All bins are 100% rodent proof and most come with a lid stay and the ability to lock if required.

The majority of bins are available exstock and are delivered direct from the workshop. This allows delivery dates to be confirmed on receipt of order.

The equine range includes anti chew metalwork.

No Bute, the original liquid Devils Claw feed supplement which can be used safely with none of the potentially debilitating side effects associated with ’bute. The world’s first liquid Devils Claw supplement, it was launched in 1996

by SP equine Health & Herbal. It has since achieved worldwide acclaim for attaining and maintaining healthy joints, bringing comfort the natural way. With safe, long term use, and manufactured without alcohol the proven success of No Bute and No Bute Premium makes it widely regarded as the market leader.

Available in a wide range of sizes from 1 - 20 litres. Sp Equine Health & Herbal manufacture a full range of vitamins and supplements all available through the website.

Are you looking for consistent winter sales from a top quality conditioning feed? Baileys’ famous Top Line Conditioning Cubes have an enviable reputation because they really do work.

Delivering more non-heating calories per scoop than your average conditioning cubes, they are both a cost effective and efficient solution for customers because they don’t need to be fed by the bucketful to get results!

The quality protein content provides essential amino acids for outstanding muscle tone, alongside elevated levels of vitamins and minerals, and a high oil content for coat condition and shine. All this, and a proven reputation, means that customers will struggle to find a more effective conditioning solution this winter!

Tel: +44 (0)1432 276600 www.acorndev.co.uk

Tel: +44 (0)1787 476400 www.animal-health.co.uk

Tel: +44 (0)1371 850247 www.baileyshorsefeeds.co.uk

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FEED STORAGE BINS

Acorn Developments Tel 01432 276600 email: info@acorndev.co.uk www.acorndev.co.uk

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27

WINTER FEEDING PRODUCTS PRODUCT

Nutritional support Think Mud cuts out the hassle of having to apply daily barrier creams and can provide support in cases where mud fever has already taken hold. Think Mud approaches the condition from within and supports the horse’s natural defences giving the best chance of effectively fighting off the bacteria present in mud.

The complex natural ingredients maintain a healthy immune system, support blood circulation and help to promote skin healing so that the horse is more resistant to further attacks.

Available in 1.5kg – RRP: £30.95 and 4kg tubs – RRP: £65.95. A 1.5kg will last a horse for up to 50 days and a 4kg will supply one horse for most of the winter providing over four months of protection.

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

Sugar beet Using Speedi-Beet as a pre-turn out meal in springtime will help avoid a high intake of fructans, but for a season-long grazing mediator it is worth considering Fibre-Beet. Fibre-Beet is a low sugar feed with fibre proportions similar to grass. That means FibreBeet can provide extra energy when required whilst moderating the variations experienced by grass through natural growth. The consistency of the nutrients of Fibre-Beet help ‘fill the troughs’ whilst raising the overall digestibility of the fibre through a well- documented prebiotic effect in increasing the activity of some hindgut bacteria. Both are approved by the Laminitis Trust. RRP: £9.90 and £10.90.

British Horse Feeds: +44 (0)1765 680300 www.britishhorsefeeds.com PRODUCT

Calmly does it SuperCalm keeps the horse relaxed and easy to manage whilst providing the best nutrition for natural living, fitness and strong body defences. It is possibly the most effective supplement in its class and helps the horse manage stress and worry by utilising effective tropical herbal nutrition. It also contains sufficient magnesium and potassium to address correct mineral balance and works quickly within two to three days. Levels can be reduced after two to three months. It is also suitable for nervous or aggressive horses, horses in competition and when travelling. RRP: 500g - £11.95, 1kg - £22.95, 5kg - £103.95.

Global Herbs: +44 (0)8001 694709 www.globalherbs.co.uk

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WINTER FEEDING PRODUCTS PRODUCT

PRODUCT

PRODUCT

Just soak

Added strength

Low starch

Trident Supabeet is a cost effective, flexible and traceable British feed available in 25kg bags. Highly palatable and suitable for feeding to cattle, sheep and goats as well as horses, this molassed sugar beet pellet is high in digestible fibre and sugar and releases energy steadily over time. Ideal for promoting gut health, suitable for fussy eaters and horses and ponies with poor condition or digestion. It is easy to use. The only preparation required is the soaking of supabeet for a minimum of 24 hours before use.

If you are interested in stocking Supabeet please contact your regular feed supplier or visit the website.

Competition horses need dietary supplementation of B complex vitamins and iron, as these nutrients are required for red blood cell formation and other important metabolic functions relating to exercise.

B complex vitamins are water soluble and therefore not stored in the body for any length of time, so ideally should be supplemented on a daily basis. Adding TRM’s IronXcell a premium, iron enriched B vitamin syrup with Sorbitol, to the daily feed provides an excellent nutritional tonic and an effective appetite stimulant. IronXcell also provides nutritional support following treatment with antibiotics and can be valuable for horses affected by a number of different seasonal ailments.

The newest addition to the Barley & Molasses Free Range is Cool & Collected.

Low in starch, this feed is ideal for horses and ponies that tend to become fizzy on traditional mid-range energy feeds. Using only the finest Non-GM ingredients, Cool & Collected contains a unique blend of pre and probiotics and is balanced with vitamins and minerals, providing all the nutritional requirements for optimum health.

RRP: £8.70 – £10.50.

Trident: +44 (0)1733 422214 www.tridentfeeds.co.uk

TRM: +44 (0)8008 048441 www.trm-store.co.uk

Allen & Page: + 44 (0)1362 822902 www.allenandpage.com

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WINTER FEEDING PRODUCTS PRODUCT

PRODUCT

Hygienic feeding

Soothe airways

Stable hygiene is a very important issue. The general state of the stable has a huge impact on the stabled horse’s wellbeing. Hay Bar will contain the forage and help to stop cross contamination with the bedding. Feeding position and keeping the environment clean is essential. Hay Bar is widely recommended by the veterinary profession to help alleviate some of the problems found in caring for a horse with RAO (COPD). Hay Bar is designed with hygiene and safety paramount. It is manufactured from HDPE which is a robust material which cleans easily and quickly returns to its brand new appearance. It is widely used in veterinary hospitals, not only because of the feeding position but because it also aids hygiene.

Respiratory Horslyx is a nutrient rich lick containing menthol, eucalyptus and aniseed, all of which assist in keeping the airways clear of mucus whilst soothing any respiratory irritation. The combination of ingredients helps horses to breathe more easily and reduces the stress caused by respiratory compromise. Respiratory Horslyx is supported by a high specification vitamin, mineral and trace element package, which includes generous levels of the powerful antioxidants selenium, Vitamin C and Vitamin E, together with a unique healthy hooves package, offering a simple, cost effective, all-year-round forage balancer. Respiratory Horslyx is available in 5kg and 15kg tubs, priced £12.85 and £24.90 respectively.

Hay Bar: +44 (0)1723 882434 www.haybar.co.uk

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

PRODUCT

PRODUCT

Breathe easy

Healthy Hooves

MaxaBreathe helps to support the respiratory system. The Green Lipped Mussel extract in MaxaBreathe contains high levels of Omega-3 ETA fatty acids, which are known to have antiinflammatory properties. Key anti-oxidant ingredients, including Vitamin C, work alongside the Green Lipped Mussel to help clear congestion, reduce coughing and ease inflamed and irritated airways. It helps to maintain healthy and natural breathing in the stable, field or during exercise. MaxaBreathe contains no listed banned substances. Research suggests that the Omega-3 polyunsaturated fatty acids found in the mussels are beneficial in relieving asthmatic symptoms. RRP: £29.85 for 900g/30 day supply.

Farrier’s Formula provides the needed nutrients to build healthy hooves, and is recommended by veterinarians and farriers as the gold standard for hoof supplements. A strengthened hoof wall means less shoe loss, reduced hoof sensitivity, and increased comfort on hard ground. Positive results can be seen within eight to ten weeks. Horses love the taste!

For the Ultimate Hoof Care Combination, add either The Right Step Hoof Conditioner to protect the hoof from excessively wet or dry environmental conditions or apply Life Data Hoof Dressing to protect from the hoof-eating microbes that are associated with cracks, White Line Disease or Thrush.

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

Life Data Labs: +44 (0)7535 151022 www.lifedatalabs.co.uk

PRODUCT

PRODUCT

Better with age

Grass alternative

Saracen Veteran Mix is a high quality, highly digestible mix designed specifically for the older horse. The mix places emphasis on the use of Saracen ‘Super Fibre’ technology which contains a similar level of accessible calories to cereals. This enables the cereal portion of the recipe to be reduced helping to avoid the likelihood of any digestive disorders caused by high cereal based diets. This new formulation contains E-Max Ester; a new and unique vitamin E source only available through Saracen Horse Feeds. E-Max Ester is a natural organic source of Vitamin E and has superior bio-availability helping to maintain a healthy immune system, thus maintain a healthy, active lifestyle.

ReadiGrass is a great winter feed for any horse that needs help with condition, increased energy levels or just to beat the winter blues. ReadiGrass has a nutritional content similar to spring grass, is just as tasty and should be fed as part of the forage ration from a bucket rather than a net. Fed dry or slightly dampened, the short chop can help elevate boredom during long hours in the stable and is easier to chew than long stem forage reducing the occurrence of quidding in horses with poor teeth.

Saracen Horse Feeds: +44 (0)1622 718 487 www.saracen-horse-feeds.co.uk

Friendship Estates: +44 (0)1302 700220 www.friendshipestates.co.uk

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LAUNCH IT PRODUCT

New Alfalfa Feeds From HorseHage

HorseHage has launched a brand new range of Alfalfa products to its Mollichaff range – Mollichaff Alfalfa Light, Mollichaff Alfalfa and Mollichaff Alfalfa Oil. All three products offer great value and are made with top quality, UK-grown, dust-extracted alfalfa, each complemented by other ingredients to ensure that there is an exciting new alfalfa option for every horse and pony!

Alfalfa supplies not only a great source of highly digestible fibre, but high quality protein along with naturally low levels of sugar and starch. It is also a great natural source of vitamins, minerals and antioxidants, including Vitamin E and selenium. All of the Mollichaff Alfalfa products contain the nutrient rich leaf as well as the stalk of the plant.

Mollichaff Alfalfa Light is a high fibre forage and can be used as a partial hay replacer.

The alfalfa in Mollichaff Alfalfa Light is blended with high quality oat straw, providing a great source of highly digestible fibre. Plus it is low in sugar, starch and energy levels making it suitable for laminitics, overweight horses or those that need a low energy diet. It carries the HoofKind logo.

Mollichaff Alfalfa is a palatable, high fibre forage, providing high quality protein that is highly digestible and of course still naturally low in sugar and starch. By providing a “slow release” energy level that is similar to medium energy hard feed, Mollichaff Alfalfa offers a far more natural feed to replace cereals in the diet.

The high palatability makes it great for fussy feeders.

Mollichaff Alfalfa Oil provides controlled energy and condition for horses and ponies. Mollichaff Alfalfa Oil combines pure alfalfa with a generous dressing of pure soya oil and contains no molasses. The energy level is similar to that of a medium energy hard feed, providing ‘slow-release’ energy and will not cause the fizziness or excitability associated with grains. This makes it ideal for horses and ponies that require increased condition or energy. Plus Mollichaff Alfalfa Oil carries the HoofKind logo to denote that it is naturally low in both sugar and starch, making it suitable for laminitics.

As with all the products in the HorseHage and Mollichaff range, the new alfalfa range will be backed by HorseHage’s 100% quality guarantee and offers great value for money.

HorseHage Helpline: 01803 527257 www.horsehage.co.uk

LET’S TALK PRODUCTS WHAT TO STOCK FOR SUCCESSFUL SALES

WINTER JACKETS In this fashion conscious world, finding the perfect blend of style and functionality along with affordability is more important than ever.

ARIAT REGENT INSULATED PARKA Ariat Europe Ltd

Sizes: XS–XXL Colours: Black, charcoal Materials: 100% polyester

£169

.99

The Regent Parka is made from waterproof twill and seam taped throughout. As well as an oversized, detachable hood designed to fit over the helmet protecting the rider from the elements, the cuffs are adjustable and there are plenty of good sized pockets. This parka features a two way zip and faux suede detailing on the pockets and looks great both in and out of the saddle.

THE RIDER’S VEST Asmar Equestrian Sizes: XXS-2XL Colours: More than five Materials: Polyester

£89

.99

The Rider’s Vest is a lightweight, contemporary gilet that gives just the right amount of warmth without the bulkiness. It is waterproof, breathable and windproof with a light fleece lining.

The two-way soft-shell stretch creates a fitted look without compromising on movement, making it perfect for every occasion, whether out riding, or doing the school run.

F

or jackets, this season shows technical materials that provide allweather protection, coupled with classic designs and elegant details such as antique brass buttons and contrasting panels. Once again taking inspiration from the high street, there is a repeat of popular belted styles and fur trimmings, creating a luxurious feel. These extra touches help make these items truly versatile, an important feature in the current market as customers will be looking to invest in an item of clothing, rather than buying a throwaway piece. Made to last and styled for all, many of these jackets will take the rider from saddle to shops with no problem at all.

Internal zip pockets and elasticated sleeves are favoured by equestrians – especially given the prolonged freezing periods that have hit the country in recent years. Poppers bring a stylish element to winter jackets and are a crafty way to cover indiscreet zips.

Customers working in the industry that are subject to long periods or standing still such as trainers, may opt for duck down and feather fill jackets, which although chunkier than some, offer optimal warmth.

The latest in winter wear includes built in safety features. One particular brand has concealed protective pads at vulnerable parts of the body such as the spine, hips, shoulders and elbows as well as an SOS whistle. Now if that’s not practical we don’t know what is!

Colours this season are rich and autumnal, including plum, tan, raspberry and chocolate. Blousons show much brighter colours as do the children’s clothing collections that are designed to co-ordinate and appeal to younger riders with pinks and baby blues.

COVALLIERO WINTERJACKET LONDON £ Kerbl

69.95

Sizes: XS-XL Colours: Black/aqua, dark-brown/red Materials: Polyester The jacket is sporty yet fashionable and highly functional during cold and windy weather. The new material with its shiny surface and the quilted design follow the trend of sport jackets in the coming winter 2012. The jacket is great for riding or carrying out other activities in wintertime.

DUBLIN LUCY JACKET £69 .99 Weatherbeeta Ltd Sizes: XS–XL Colours: Burnt Red/Cream/Taupe, Purple Velvet/Elderberry/Grape Materials: Nylon outer, nylon lining A warm and waterproof channel quilted jacket with gunmetal clasp waist belt providing a fashionable touch. Rear riding vents allow freedom of movement and windproof sleeves to keep out the cold. A versatile jacket at an excellent price point.

LET’S TALK PRODUCTS

DUBLIN MORGAN JACKET £9

9.99

Weatherbeeta Ltd

Sizes: XXS–XXL Colours: Black/Taupe/Burnt Red Materials: Nylon outer, polar fleece lining A real high quality item in the Dublin range, this waterproof and breathable long, hooded jacket features a rear riding vent for freedom of movement and a fleece lining for extra warmth. Great for in and out of the saddle.

QUILTER JACKET Equetech

Sizes: S-XL Colours: Black Materials: Polyester, fleece RRP: £96.50

£96

.50

A classic quilted jacket with a modern twist, featuring a deep cord lined collar and two practical deep handwarmer pockets that can be accessed via an Equetech press stud, via zip side access and easy top access, for three pockets in one. Other features include double back vents and cord binding to cuffs with zips to sleeves.

LUNARIDER REFLECTIVE BLOUSON Westgate EFI

EQUI-THÈME PRO ELITE PARKA Ekkia

£54

.45

Sizes: Unisex XS–XL. Child age 4–12 Colours: Yellow Materials: Waterproof and breathable outer with 120g polysoft lining RRP: Adults £54.45, child sizes £38.75

This practical hi-viz jacket is designed to get riders noticed. Manufactured in waterproof and breathable fabric with a polysoft lining, the jacket has taped seams, reflective strips and zip fastening under a studded storm flap. Adult sizes conform to EN471 for professional use, while child sizes meet EN1150 for leisure use. Both items carry the relevant BETA certification.

HORZE CLUB JACKET UNISEX Oy Finntack Ltd

£79

Sizes: XS-XXL Colours: Black, dark blue, chocolate Materials: Polyester

.85

Club jacket with technical qualities; waterproof 5000mm and breathable 5000mvp shell fabric with taped seams. Logo printing and badge on the sleeves; metallic zipper. Materials: 100% polyamide. Lining and padding: 100% polyester Machine wash 40°C. Back length in size M is 72cm.

Sizes: XS-XXL Colours: More than five Materials: Ukatex

£15

9

The slightly tailored jacket is made from 100% anti-pilling polar microfibre and has a high collar and vertical seams in front and back. It is waterproof (over 5000 mm), windproof and breathable (over 6000 g/ m²) polyester. It has a mesh lining for the upper body and nylon lining in lower area and sleeves. The jacket is machine washable at 30°c.

B VERTIGO GOOSEY DUCK-DOWN JACKET UNISEX Kerbl

£29

Sizes: XS-XL Colours: Black, off white Materials/bindings: Polyester, duck feather

2

This optimal unisex technical jacket with duck down and detachable hood. This jacket will keep wearers warm, dry and comfortable on cold winter days.

Layer cuffs are elastic and pull down to protect hands and fingers. Pockets at front and inside pockets.

Material: 100% Polyester fabric, 80% Duck Down, 20% Duck Feather.

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33

LET’S TALK PRODUCTS

DOVER WAX JACKET £1 Jack Murphy

69.9

9

Sizes: 8–18 Colours: Classic Check Wax Materials: Waxed cotton Weight available: Chera 6

A spectacularly distinctive wax style for AW12, the Dover is available in full in-house designed Classic Check woven wax fabric with sumptuous contrast colour polyester satin lining with embossed branding detail. Finishing touches include Clarino trim at collar, branded metal puller, branded metal snaps, belt with metal buckle, branded metal badge at collar, branded leather label to reverse, stitching detail on shoulders and elbow patches.

HEDLEY HOODED GILET Lansdown

£49.9

Sizes: 8–18 Colours: Slate Grey, Navy Materials: Shell – 100% polyester, lining – 65% polyester, 35% cotton, padding – 100% polyester

5

A practical, stylish bodywarmer, available in two easy to wear colours. The Lansdown Hedley Gilet comes with a comfortable knitted inner collar, a detachable hood, zippable outside pockets and an inside chest pocket.

The signature Lansdown horse embroidery is understated but adds a touch of sophistication to this handy gilet that will please all fans of equestrian style.

MOUNTAIN RIDER JACKET £1

AIRDOWN CORE INFLATABLE GILET

Sizes: XS–XXL Colours: Red, navy, brown Materials: 100% polyester, nylon lining

Sizes: XS–XXXL Colours: Black Materials: Outer – 100% HydraDri 10000 Dual layer Nylon. Inflatable Inner – 300T High grade Nylon. Lining – 210T Nylon Taffeta. Interlock Trim – 100% Polyester with brushed tricot with PU coating

A highly stylish and beautifully engineered gilet using innovative AirDown air insulating technology. The R165X can be worn as an incredibly lightweight mid-layer, but when inflated underneath any good windproof outer jacket will provide torso protection against temperatures down to -20C. The body-mapping pattern of the R165x distributes air to fit the contours of the body, giving good body support, increasing thermal performance and reducing cold spots.

Mountain Horse

39.95

A waterproof winter coat packed with features and offering exceptional value for money for customers. Mountain Rider Jacket has underarm zips, a detachable hood, two-way front zip, riding vents and five practical front pockets, plus one inside. Mountain Rider has a unisex fit.

34

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EQUESTRIAN BUSINESS MONTHLY | Sept 2012 www.ebmonthly.co.uk

£96.0

0

MARK TODD UNISEX PARKA Westgate EFI

£104

.95

Sizes:Unisex XS–XL Colours: Black Materials: Jacquard Taslon waterproof fabric with satin quilt lining on the body

Manufactured in Jacquard Taslon waterproof fabric, this winter jacket is designed for warmth and practicality. Features include a removable hood, satin quilt body, drawstring waist, fleece-lined collar, reflective piping and studded storm flaps on the two-way zip fastening and hip pockets.

JUNIOR REVERSIBLE STORM STUFF JACKET Result

£23.0

Sizes: XXS–XXL Colours: Red/navy, royal/navy, purple, burgundy, navy, red/navy, bottle, black/grey, brown Materials: Outer 200g/m² StormDri 4000 Polyester with PVC coating, Reverse 280g/m² Active Fleece by Result, 100% Polyester The company’s best selling ‘all-yearround’ reversible weatherproof jacket for juniors – in fact Result says: “We’re famous for it.”

Windproof, reversible and featuring reflective safety triangles, the jacket is a must have for active kids.

0

LET’S TALK PRODUCTS

WHISTLER JACKET Tagg Equestrian

Sizes: XS–XL Colours: Navy Materials: Bonded fleece

£52.9

5

The Tagg Whistler jacket is an attractive fitted jacket made from the Comfort Zone bonded fleece material, with delicate diagonal contrasting stitching detail in pink.

It has front zipped pockets and a high neck and is fully zipped at the front. The jacket is embroidered discreetly both on the front and back with the Tagg logo.

TOWNEND CURTIS BLOUSON £ Battles

74.99

Sizes: XS–XL, childs 7-8, 9-10, 11-12 Colours: Navy, black Materials: 100% polyester coated with a cosy fleece lining and collar for added warmth RRP: £74.99 adult. £52.99 childs A stylish versatile blouson, ideal for the yard, riding or casual wear. 100% polyester coated with a cosy fleece lining and collar for added warmth. Knitted ribbed elasticated hem and cuffs, howerproof and breathable with windproof qualities.

Featuring Townend embroidery and ‘The Choice of Champions’ hang tag on the back.

TOGGI ELLESMERE

TOGGI TRILOGY

Finest Brands International

Finest Brands International

£140

.00

£150

.00

Sizes: 8–20 Colours: Black Materials: Waterproof and breathable polyester fabric with a durable water repellent finish. Luxurious satin print lining.

Sizes: S–XXL Colours: Olive Materials: Polyester peached microfibre twill and durable water repellent finish with a polyester fleece lining

The Ellesmere country jacket balances perfectly the requirement for traditional styling with the reality of beating the cold weather. This spectacular waterproof and breathable ladies country jacket features a durable water repellent finish, for outstanding performance. With flattering shaped seams with contrast colour faux suede piping detail, a double back vent with popper fastening, luxurious satin print lining and a stylish waist belt at back for adjustment.

The fully waterproof and breathable outer jacket features taped seams for unrivalled weather protection and has a modern ergonomic fit, for style with performance. The zip in/out shaped fleece jacket layers perfectly for extra warmth, or looks superb when worn on its own. With many added features such as adjustable cuffs, studded half back belt, zip on/ off hood with adjustable drawcord, storm flap and chin guard, the Trilogy has everything your customers need to stay warm, dry and looking good this winter.

Contacts Ariat Europe Limited

Kerbl

Asmar Equestrian

Lansdown

+44 (0)1367 242818 info@ariat-europe.com

+ 1 800 772 1408 www.asmarequestrian.com

Battles

+44 (0)1522 529206 www.battles.co.uk/townend

Equetech

+44 (0)1296 688966 www.equetech.com Ekkia marketing@ekkia.com www.ekkia.co.uk

Finest Brands International +44 (0)113 270 7000 sales@toggi.com

HORZE

+4 (0) 7824 387643 www.horze.co.uk

Jack Murphy

info@kerbl.de www.kerbl.com pia@lansdowncountry.co.uk www.lansdowncountry.co.uk

Mountain Horse

+44 (0)1464 432596 sales@horsemasters.co.uk

Result

+44 (0)1206 865605 www.resultclothing.com

Tagg Equestrian

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

Weatherbeeta Ltd +44 (0)1295 226900 www.weatherbeeta.co.uk Westgate EFI +44 (0)1303 872277 www.wefi.co.uk

+44 (0)1768 867590 www.jackmurphy.eu

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35

5 MINUTES WITH...

A FAMILY AFFAIR In our new feature, we take five minutes to find out about the companies that are paving the way and ask how these industry leaders have developed such a successful empire. This month we caught up with Keratex.

WHEN WAS THE COMPANY ESTABLISHED? 1990

WHO BY? Dr John Irving MBE

HOW HAS IT GROWN OVER TIME? The company was founded with one product, Keratex Hoof Hardener, an idea based on improving the strength and capability of the horse’s hooves. As the product became more and more popular, it transformed the hoof care market as we know it today. More products began to be added to the portfolio over time, each with its own purpose of addressing a specific hoofrelated issue. As the brand grew into a household name in the UK’s equestrian market, interest from overseas retailers and distributors grew. The business started as word of mouth. Now export is Keratex’s biggest growth area.

WHY HAS KERATEX BECOME SUCH A LOVED BRAND? Keratex is known as an established British brand that produces high end products, all developed to address niche hoof-related issues.

This means that there is always a specific reason for the customer to seek out and purchase each and every product in the range. Top quality formulations that really do work mean that fancy packaging

and gimmicks are not necessary – the products speak for themselves and this is reflected in repeat business as well as a continually growing customer base. It is still a family-run business today, so there are many long-standing relationships in place with end customers and accounts. And because it’s family-run, Keratex is more than ‘just a job’ to the owners, so going the extra mile for everyone comes naturally for Keratex. Also there has been no diversification into other equestrian areas away from hooves, so the brand has retained purity and integrity as solely a hoof care business. This tends to go down well with customers, who like to see brands with expertise and loyalty in a dedicated area.

WHAT’S NEXT FOR THE COMPANY? The formulation team is always looking at ways to develop the range. New products must be purpose-specific and not ‘general care’ so time is taken in ensuring that new products are something that will be sought out by the customer. The brand’s consultant farriers and vets are vital to successful product development. The Keratex warehouse facility and satellite offices continue to be extended and refurbished to make way for more product and staff. And trade shows will be playing a big part in the future of the business.

ON THE MARKET PRODUCT

Colourful profits A spectrum of colour is being added to the hugely successful William Faulks Tools range of stable and paddock tools. “The grey and pink tools have been so successful that we have decided to add sky blue and lilac to the range,” says Chris Birch, sales manager at Faulks & Cox Ltd. “Wm. Faulks Tools combine quality and style and when presented in our Profit Pack stands are an unbeatable route to good sales and profit.

They brighten up the store as well.”

Faulks & Cox Ltd are the originators of Tubtrugs and Tyre Rubber Products which have been standard stock items for many years. “Everyone could benefit from being on our email list to take advantage of our ‘Crazy Monday’ offers,” says Chris, “just contact us for friendly fast service and keep in tune with our recession beaters!”

Wm. Faulks: +44 (0)1455 848184 www.williamfaulks.com PRODUCT

Light work The Muller’s Smart Cart is an American pedigree. Tough, light, highly manoeuvrable with large 12 cu ft capacity, it banishes barrow lugging forever! It’s so perfectly balanced that when in motion all the weight is over the wheels so very little lifting is required. It can be controlled and emptied with one hand. Virtually indestructible, it is designed to last for decades.

There are busy stables in the UK already equipped with Smart Carts and they would not swap them for anything. For a time they have not been available here but now Smart Carts have a new distributorship. If you need a reliable workhorse (or several) to muck out or carry anything with little or no effort – look no

Smart Cart www.smartcartsuk.com PRODUCT

Squeaky clean Coat Sheen and Tangle Free is a complete grooming spray in a 750ml bottle. It detangles the mane and tail for faster easier grooming. It repels dirt and dust. Adds body and fullness and helps protect the hair from damage. RRP: £8.00.

Keratex Hoofcare is based in the stunning Wiltshire countryside. It comprises two offices and a 4000sq ft Keratex product distribution centre nearby.

Keratex employees are encouraged to keep their horses in paddocks nearby, helping to combine a love of business with a love of horses.

To find out more about Keratex’s range visit: www.keratex.com

36

EQUESTRIAN BUSINESS MONTHLY | Sept 2012 www.ebmonthly.co.uk

Agrihealth: +44 (0)2838 314570 www.agrihealth.co.uk

sharp end At the

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

W

henever I do sales training there is always a question asked by someone regarding the ethics of selling people things that they may not have wanted.

The answer is you don’t sell people things they don’t want as in the long run its counter productive, but I understand where the comment is coming from. So it’s always nice to come across a product with so many benefits that no one can object to selling it and can do so with a clear conscience. I’m talking of course about hi viz clothing and equipment – what better benefit can there be than saving the customer’s or the customer’s horse’s life?

My experience with hi viz is

motorcycling related but the same lessons apply. Some years ago it was frowned upon by ‘real’ bikers as a bit ‘namby pamby’ if you like. I thought so too, until a car used me as target practice and left me with a permanent neck injury. It was not my fault, he came round a bend too quickly as I was slowing at the next junction and ploughed into the back of me. But what if he had spotted me a few seconds earlier? I had not been wearing hi viz. As a seasoned biker said to me ‘it’s no good being in the right when you’re under a car!’

Yet I see so few riders wearing it, especially on the roads. Do they not realise how invisible they are on a dark horse in dark clothing

experts Ask the

EBM seeks out the answers to your questions

Q

How is the way that employers report Pay as You Earn (PAYE) details to HM Revenue & Customs changing?

Jane Brothwood HM Revenue & Customs What is Real Time Information?

From April 2013 there will be a new way to report PAYE in real time, Real Time Information (RTI).

Under the present PAYE system, employers tell HMRC what deductions they have made from employees’ pay at the end of the year.

Reporting PAYE in real time will ensure that employees’ tax records are accurate, so they wona’t face big PAYE overpayments or underpayments at the end of every tax year.

It will also provide accurate records on wages and tax for the forthcoming Universal Credit, so eligible employees will get the right

amount of benefits or tax credits every month.

What is changing?

PAYE itself will not change – just the way, and how often, employers send PAYE details to HMRC. Instead of sending all PAYE details to HMRC in one go, at the end of the year, from April 2013 employers will have to send details every time a payment is made, use payroll software to send the details electronically and send the details as part of your normal payroll process.

How will RTI benefit employers and pension providers?

By getting rid of employer annual returns and streamlining the starter and leaver processes, RTI will remove admin burdens from businesses of around £300m each year.

especially on dappled sunlight roads at this time of year, it’s not just about night time use.

Recently I was on a long straight bit of road when I spotted a rider trying to cross. She was on a black horse in dark clothing on a dull overcast day, by the time I saw her I was past her. I always slow for horses but she was simply invisible by the side of the road. By chance a little further on was another rider in hi viz negotiating a difficult junction. All the cars slowed in plenty of time and even had time to give way to each other to allow the rider and horse to cross in a safe manner. The lesson was clear. I expect the first rider went back and ranted

What is the timetable for introducing RTI? RTI is being introduced progressively to give plenty of time for testing the new systems. We began piloting RTI in April 2012, with around 310 volunteer employers.

The pilot is going well and is on track.

Most employers will begin reporting PAYE in real time in April 2013, with all doing so by Oct 2013.

Next steps Businesses of all sizes should start preparing for RTI now by talking to their payroll software provider or payroll service provider about how

at the stables about speeding cars and how dangerous the road was, and yet she had taken no steps to protect herself, although expecting others to do so.

I know from experience that even when wearing hi viz some drivers will still hit you but its got to be better to at least take some steps than leave it to chance.

There has been some controversy over some products and personally I would have thought the hi viz should have done its job long before anyone has chance to read any wording, but at least some companies have seen the potential as have many retailers judging by the bright displays in many shops.

So I wonder what is stopping so many riders from buying what could be the most important purchase they make?

Turn to page 13 to read our feature on hi-viz.

they are developing appropriate payroll software. It’s also vital that employers check that information about their employees is accurate and up to date. This involves making sure that surname, forename, gender, address, date of birth and National Insurance Number (NINO) are correct and in the right format. Employers should also make sure that they add staff to their payrolls who will now need to be included with their RTI submissions, for example, those under the Lower Earnings Limit (LEL).

For further information about RTI go to: www.hmrc.gov.uk/rti

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

editorial@ebmonthly.co.uk Sept 2012 | EQUESTRIAN BUSINESS MONTHLY www.ebmonthly.co.uk

37

CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS

Exclusive

PYJAMAS VS. PRESENTATIONS Working attitudes are changing, with many staff now being offered flexible packages and unlimited use of social media sites. Equestrian Business Monthly takes a look at the future of the office job and asks just how relaxed have employers become?

To the sofa and beyond When thinking back to years gone by, it’s easy to see how working attitudes have changed. The Friday afternoon long lunches and often not returning to the office, has been replaced by working through lunch and well past the contracted finishing time. The internet has shaped the working community in a way that previous generations would never have deemed possible. Programs that allow staff to access work emails and servers from home have paved the way for flexi time and out of office working. With many individuals choosing to live away from central hubs and commute in, this development has allowed staff to split working hours between the office and home. Despite the Olympics running relatively smoothly in terms of travel, many commuters were offered the option to start and finish early in a bid to avoid the rush, or alternatively not visit the office at all. While these arrangements are not possible for retail staff or those who work with horses on a practical level, those who can are reaping the benefits of working from home. My question however is: Will working from home eventually peter out the 9-5 altogether? In true 21st century fashion, my first port of call was to head to Twitter and see what our followers thought. Marketing professional, Zoe Elliott says: “Home working plus touching base with central or client offices for weekly visits makes commercial and environmental sense #thatswhatido”.

Others agreed. Journalist, Marie Bridgwater says: “You have to be self-driven, but 9-5 is a dream compared to how many hours you put in for yourself. Wouldn’t change it for the world though.”

Equestrian PR, Rhea Freeman, believes that working from home offers great benefits. She says: “I work from home – have done for the last two years. I think if you have the right mindset, it’s great.”

Tracey Morley Jewkes from Belstane says that “efficiency is not the only driver” when it comes to

38

the increased number of people working from home. “The need for flexibility together with the speed of technology that Skype, Facetime, email and conferencing can offer means that people can interact in a much more efficient and effective way,” she says.

“Not only does that mean we can respond swiftly to the demands of the market but also accommodate the need to work flexibly for those who need it, retaining and attract-

ness Consultancy for 20 years and came across this continually – and it was rare that any employer was keen to allow home working unless it was rewarded with low basic salary and high commission so they could monitor how much work was done.”

Whatever next?

While professionalism should still be at the top of every employees list, social media has allowed

“I believe that shorter hours will come first and be instead of a pay increase. Few employers trust their staff enough to offer home working” ing capabilities that may otherwise be lost or never gained because of the need to work close to home.”

While some see modern day working from home as a positive, there are some who think it’s overrated. When asked the above question, Hoss Equine tweeted: “Let’s hope not – inevitably work starts seeping into your home life.

Much prefer to leave it behind at the end of each day!” Suzanne Wild of Fuller Fillies has her own views. She says: “I believe that shorter hours will come first and be instead of a pay increase. Few employers trust their staff enough to offer home working. Previous to Fuller Fillies I worked in Busi-

EQUESTRIAN BUSINESS MONTHLY | Sept 2012 www.ebmonthly.co.uk

working relationships to develop on a more personal level. By ‘following’ individuals, tweeters can exchange quick comments, questions and facts, or personal hellos and greetings. A prime example is the Olympics. Millions of Britons took to Twitter to post praise, results and on the scene pics of Greenwich, so while employers may have noticed a reduction in work, the benefits may outweigh this with relationships that have been created. When asked if she agreed that social media was a necessity in the work place and helped to build relationships, Suzanne said: “It is invaluable for us because we sell to the trade

and it gives us a direct line to the consumer so we can gauge tastes and get feedback from the enduser. If you ask on social media for an opinion it is easy to get mislead – they will say ‘yes’ to something easily but paying for it is another matter. If you use it to build a decision upon it can be a costly mistake. It is almost forced now so many of us use social media for marketing; for example, we employed someone to look after our Facebook fanpage and thought nothing when she was continually on it, however we soon discovered that she was only answering her personal messages. We don’t mind if we are quiet and everything else is done, nor do we mind at lunchtime and coffee breaks but then we have a great staff member who will gladly work over if we need it!”

Hilltop Horses Ltd tweeted: “Social networking is important in retail today, I’m quite happy for my employees to be signed in!” Tracey feels strongly that social media is not something to be ignored and agrees that it has a position in the work place. “It’s social, it’s how many people interact,” she says.

“At some point it has been new to us all or still remains so for some, it is up to us as a business to use every possible tool to understand, respond and interact with our retailers and consumers, this is one mechanism of many to do so.

We have three Facebook and three Twitter accounts across different markets that give us the privilege of doing just that.” Echoing Suzanne’s views, Tracey believes that social media at work is “a matter of trust and professional integrity”. She explains: “No one minds the occasional personal call, life is not always demanding only outside of 9-5 and the demands of our business takes us out of hours sometimes, a little sensible crossover is not unreasonable. Out of mutual respect for colleagues and our need to move business forward, this would not come as an issue needing to be addressed.”

BUSINESS ADVICE

LICKING UP BUSINESS

If you’ve just expanded or business is booming we’d love to hear about it:

FROM EXPORT

editorial@ebmonthly.co.uk

Tithebarn Ltd manufacture the Rockies range of equine and agricultural licks.

In addition to its UK distribution, the company also has a thriving export business.

Sales director Jeremy Sample and export sales executive Denis Sowler explain how the company’s export business has developed.

The benefits of export “Rockies has been exporting products for over 50 years,” says Jeremy, “and now, we sell our products to 52 countries worldwide. As for how and why we started exporting, we believe that the opportunity for our products in other regions was spotted on someone’s holiday.”

The company’s decision to export also helps to spread the cost of overheads and has the added bonus that other countries’ seasons and, therefore, sales peaks, are different. “Resources were invested into export as the presses we use for Rockies are very, very expensive and we need to spread that cost and other overheads over as many tonnes as we possibly can,” says Jeremy. “Our production peaks for our UK products tend to be around October/November and February/March. In other countries, their peaks are different and this means that, through export, our machines and staff are busy throughout the year.

The benefits of export were further emphasised during the 2001 Foot and Mouth outbreak, which all but closed down our home market, it was the exports that kept our machinery working and, in fact, around 80% of our annual tonnage is exported.”

Making contact As for how Rockies make initial contact with new countries and, therefore, distribution opportunities, Denis explains that a face-to-face approach still pays dividends. “All export markets are served through distributors in those countries. We used to make contact through the old Trade Missions, and more recently through trade fairs and exhibitions, such as VIV and Eurotier. Leads are then followed up by personal visits. Of course, email plays a vital part in keeping in contact with people too, but we

Perfect planning

do feel that personal visits are key to cementing relationships with our customers.”

It’s all in the detail Whilst a number of Rockies’ UK products are sold globally, other countries do have differing needs and, therefore, the company strives to meet these by creating different formulations to best suit different climates, issues and deficiencies. “We do export Rockies as sold in the UK,” says Denis, “but most orders will be for licks specially formulated for each country, with special attention paid to raw materials allowed in different markets, formulations required to complement local diets, and the size, shape and colour of the licks. Many of these licks will be own branded for local distributors, so we offer flexibility in as many

aspects of our business as we can, to appeal to as many markets as possible.”

No matter how flexible the approach and the efforts that a company goes to to secure export and distribution, one of the foundations to any success has got to be the quality of the product that is being exported, and this is something that is at the forefront of Tithebarn’s mind. “Our licks continue to sell well despite cheap competition from other countries as there is, quite rightly, a perceived image of quality from UK made Rockies,” says Jeremy.

“Quality will always overcome a cheap price.”

As for the ‘nitty gritty’, there’s a lot to consider. “People will always buy from people, so customer service is important,” says Denis.

“Payment terms need to be agreed at the time of order, and these terms adhered to. Correct documentation is vital, and expert help should be sought to get this understanding in the early stages.

Many products need to be registered in each country, and it is essential that time is allowed to get this right as the wait can be very long – anywhere from five weeks to five years! Shipping heavy or bulky products can be awkward if the intended destination is not on the route between here and China, as that seems to be where all the ships have been running of late. Last year we shipped goods to Beijing for less than we paid to get some to Barnstaple! Keep a close eye on exchange rates, especially when customers will often want prices guaranteeing for a year.”

This feature was provided by Tithebarn Ltd, the company that sells the Rockies range of licks. To find out more about the company or the range, see www.rockies. co.uk, or call 01606 595022.

Sept 2012 | EQUESTRIAN BUSINESS MONTHLY www.ebmonthly.co.uk

39

STOCK TAKE

In our new tried and tested feature we hear from retailers directly about their top selling products and why they continue to stock them.

Power Phaser

Atlantis breeches

BRAND: Leovet STOCKED FOR: One year RATING: 8/10 RRP: £22.95

Our customers rave about these and we’re constantly getting asked for them. They are comfortable, wash well and are good value for money.

They also come in a range of colours. If someone comes in asking for breeches, they’ll try a few pairs and inevitably end up buying these. My only tiny change would be with the sizing.

The breeches only go up to a 32, which is a shame as they tend to come up quite small so some customers end up having to miss out.”

Lorraine Owen Stirrups Equestrian Supplies

£22.95

This is our best seller. It works well and you only need to apply it once a day. Customers often come in and ask for it by name. The packaging is helpful too as it really stands out on the shelf.”

Withheld

BRAND: TBK STOCKED FOR: 18 months

Fast Fibre

RATING: 9.5/10 RRP: £47.99

£12.

Detangle & Shine

“This is always a really popular choice and customers are always asking for it. It’s good value for money and can be used for laminitics or as a hay replacement so when we had the hay shortage it was great. The only thing that I’m a little unsure on is the packaging as it’s a little boring, but it’s in line with the rest of the branding so it makes it really easy to spot.”

99

BRAND:

Supreme Products STOCKED FOR:

8 months RATING: 9 / 10 RRP: £12.99

“

£8.45

BRAND: Allen & Page STOCKED FOR: Years

.99

“

“

Lesley Hunt Hazelton Horse Feeds

£47

RATING: 8/10 RRP: £8.45

I really like this product and it works perfectly. A lot of our customers are in the showing world so when the judge runs their fingers through the horse’s mane and it’s completely tangle free, they’re really impressed.

The brand is well known so people tend to stick to it.

There’s nothing that I would change about it at all.”

Kelly Garbett Dawn’s Tack Box

To tell us about your top selling product email: editorial@ebmonthly.co.uk.

40

EQUESTRIAN BUSINESS MONTHLY | Sept 2012 www.ebmonthly.co.uk

File

WEB REVIEWS

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

SECRET SURFER

editorial@ebmonthly.co.uk

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

HORSE OF THE YEAR SHOW

EQVALAN

MAXAVITA

Launch date: July

Launch date: August

Launch date: June

What’s new about it?

The website has been completely redesigned.

Aesthetically, the new look is fresh and modern, while retaining the traditional colours and imagery of HOYS. Practically, each section has been logically designed for enhanced usability by visitors, competitors, sponsors, exhibitors and members of the press.

What’s new about it?

Best Practice worming advice is often changing and Merial want to ensure that the best advice and functionality are available to the end user. Faecal worm egg count testing is key to reducing wormer resistance. Of course, the SMART planner that is also available through the website is continually being updated. The site includes a series of technical specifics and benefits of products, plus accurate comparative product information. The design and functionality has also been improved.

What’s new about it?

The website has been visually designed to fit in with the branding of the ‘Maxa range tubs and our print adverts to create a consistent feel for customers.

The site has been technically developed with the customer in mind aiming to create something which is both user-friendly and engaging.

www.hoys.co.uk

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

With top and side bar navigation, the user will find it easier and quicker to find what they are looking for without the need for messy drop down menus. Other features include ‘hoverover’ descriptions of both classes on daily timetables and descriptions of trade stands on the exhibitor list.

Which areas have been developed?

Specific areas to have been developed are the integrated booking system and Press and Media download area. The new booking system enables users to discover availability for, and book, all tickets at the click of a button.

The password protected Press and Media Centre area allows registered users immediate access to images and press releases.

SECRET SURFER: The site offers an abundance of information, up-to-date news and a newsletter. The monochrome imagery works well against the logo. The website is extensive and covers all areas in great detail.

www.smartworming.co.uk

www.maxavita.com

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

It is easier to use and the information has been amended.

Which areas have been developed?

All to some extent.

SECRET SURFER: The ‘home’ page is clear and easy to navigate around. Contact information is visible and the use of green works well.

The SMART graphic at the top, draws the user’s eye, but remains still – something many users will like. The site includes a member’s area and a list of FAQs. Product information is detailed and easy to understand.

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

Incorporated into the new site is an advice tab which aims to assist customers in selecting the correct product for their needs via product specific FAQ’s and a direct contact form. Also included are ‘Green Lipped Mussel’ and ‘About Us’ pages full of useful information. The online ‘Shop’ area and the checkout process have been simplified and streamlined.

Which areas have been developed?

There is now have a dedicated area of the website to help customers easily locate their local stockist allowing them to buy the products in store. All retailers who have purchased products from our wholesalers in the last year have been included in our stockist list.

SECRET SURFER: The background works well against the vibrant text and product images. Clear icons for social media, the shopping cart and printing allow for easy use. The contact details are displayed on the home page.

Sept 2012 | EQUESTRIAN BUSINESS MONTHLY www.ebmonthly.co.uk

41

SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122

Clipper Sharp +44 (0)1823 681076

Fuller Fillies Ltd +44 (0)1977 625 025

Innovacyn / Vetericyn Europe +353 91 796896

Parkgate Equestrian +44 (0)1306 631374

www.abbeydiagnostics.co.uk a

www.clippersharp.com a

www.fuller-fillies.co.uk a

www.vetericyn.com a

Starkie’s +44 (0)116 2592022

www.parkgateequestrian.co.uk a

www.starkiesbeeswaxcreams.com a

www.ecocomfybed.co.uk a

www.fynalite.co.uk a

www.4horse.co.uk a

www.pelletbeds.com a

www.stormsure.co.uk a

www.coxagri.com a

www.gabriellashawceramics.com a

www.jackmurphy.co.uk a

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

www.abbeysaddlery.co.uk a

Acorn Developments +44 (0)1432 276600

www.acorndev.co.uk a

ComfyBed +44 (0)1202 593601

Cox Agri +44 (0)845 600 8081

Fynalite +44 (0)1789 764848

Gabriella Shaw Ceramics +44 (0)1730 821101

Girbau UK D&H Animal Husbandry +44 (0)1462 427780 Andis Company +44 (0)845 270 6691270 2224 www.girbau.co.uk +1 262 884 2600 a www.dandhgroup.co.uk a www.andis.com Global Herbs a Dodson and Horrell +44 (0)1243 773363 Animal Health Company +44 (0)1832 737300 www.globalherbs.co.uk Tel - 01787 476400 a www.dodsonandhorrell.com GollyGaloshes www.equinehealthandherbal.co.uk a a Dog Rocks gollygaloshes@btinternet.com Animalife a +44 (0)1628 822 243 Grays of Shenstone +44 (0)1527 857 920 www.dogrocks.co.uk +44 (0)1543 483344 www.animalife.co.uk a a www.graysofshenstone.co.uk Duralock a Arden Wood Shavings +44 (0)1608 644988 Groomers Limited +44 (0)1675 443 888 www.duralock.com +44 (0)845 230 7997 www.ardenwoodshavings.co.uk a www.groomers-online.com Earlswood Supplies a Asmar Equestrian +44 (0)8450 171351 Gumbies Ltd +1 604 601 2028 www.earlswood-supplies.com +44 (0)1258 839100 www.asmarequestrian.com a a www.gumbies.co.uk Eazitools Equestrian a Aubiose Halley’s Feeds +44 (0)1302 746077 +44 (0)7739 165083 +44 (0)1738 840830 www.eazitools.co.uk www.aubiose.co.uk a www.halleysfeeds.co.uk a a Emvelo B2B Harold Moore +44 (0)1494 875848 +44 (0)870 7510605 +44 (0)114 2700513 www.emvelo.co.uk www.btoblinks.net a www.haroldmoore.co.uk a a Equimat B Jenkinson & Sons Ltd Haybar +44 (0)1536 513456 +44 (0)1924 454681 +44 (0)1723 882434 www.equimat.co.uk www.elico.co.uk www.haybar.co.uk a a a Equine Speedskip HaySoft Baileys Horse Feeds +44 (0)1989 769435 +44 (0)1277 375647 +44 (0)1371 850247 www.equinespeedskip.com www.haysoft.co.uk wwwbaileyshorsefeeds.co.uk a a a Equivet Heavenly Horse Barnsby +44 (0) 808 1084995 +44 (0)1724 721872 +44 (0) 1922 621676 www.equivetanimalcare.com www.heavenlyhorse.co.uk www.barnsby.com a a a Hilton Herbs Ltd Equestrian Supplies Black Country Saddles +44 (0)1460 270700 +44 (0)1254 831645 +44 (0)1543 578 243 a www.hiltonherbs.com www. dles.com a Equestrian Vision a Honeychop +44 (0)1403 865320 Bolla Bags Horse Feeds www.equestrianvision.co.uk +44 (0)8456 430777 a +44 (0)1359 230823 www.bollabags.com EquiAmi Ltd www.honeychop.com a a +44 (0)1584 891049 Brinicombe Equine Horse & Jockey Ltd www.equiami.com +44 (0)8700 606206 +44 (0) 1981 550467 a www.brinicombe-equine.co.uk Equistro www.capcover.net a a +44 (0)1280 814500 Horsebedding.co.uk Ltd. British Horse Feeds www.equistro.co.uk Tel: 01476 585 973 +44 (0)1765 680300 a www.britishhorsefeeds.com a

Brogini +44 (0)1706 514 230 www.brogini.com a

Buffera Ltd +44 (0)1707 852244 www.buffwear.co.uk a Burlerrow Farm Miscanthus +44 (0)1208 841264 www.burlerrowfarmmiscanthus.co.uk Cabotswood +44(0)117 9669944 www.cabotswood.com

Charles Owen +44 (0)1978 317777 www.charlesowen.co.uk a

Childs Farm +44 (0)1264 736 772

www.childsfarm.com a

Equine Management +44 (0)1825 840002

www.equineman.com a

Equisafety Ltd +44 (0)1516 787182

www.equisafety.com a

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

Finest Brands International (Toggi and Champion) +44 (0)113 270 7000 www.toggi.com a

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

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

Clarendon Equestrian Ltd +44 (0)1825 733361

Frank Baines Saddler +44 (0)1922 640847

www.horsebedding.co.uk a

Horsefair +44 (0)1264 811425

www.horsefair.co.uk a

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

Horse Haylage +44 (0)1562 770088 www.horsehaylage.com a

Horses with Attitude +44 (0)1274 852139

www.horseswithattitude.co.uk a

Horse World Live +44 (0) 1580 860 988

www.horseworldlive.com a

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

Hucklesby Associates +44 (0)1362 696309

IV Horse +44(0)1888 544261 Jack Murphy +44 (0)1768 867590 John Whitaker International +44 (0)1706 340500 www.johnwhitaker.com a

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