EQUESTRIAN www.ebmonthly.co.ukuk
Bringing buyers & suppliers together
May 2017 Issue 178
BANISHING SUMMER AILMENTS
Inside...
CUSTOMER ADVICE: Lessons in liability
KEN LYNDON DYKES:
An industry in crisis
PPID: Understand the facts and update your knowledge
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Inside this issue... 4 NEWS
The latest industry round up
14 BUSINESS MATTERS A united front
15 LAUNCH IT
Alternate visibility with Equisafety
16 BRANDS THAT
SHAPED THE EQUESTRIAN WORLD
19 PRODUCT WATCH
What’s caught our eye this month?
36 BREEDING New arrivals
38 CUSTOMER ADVICE
Lessons in liability
39 KEN LYNDON-DYKES An industry in crisis
40 LET’S TALK PRODUCTS
21 SUMMER AILMENTS Beat the heat
Top class turnout
48 MEDIA AND MARKETING
28 EQUINE
PPC – Making sense of your platform options
Digestive health
50 A VIEW FROM
NUTRITION
PRESSPOINT
32 PPID
Understanding the facts
Elections, elections everywhere
EQUESTRIAN Editor
Design
Vanessa Britton vanessa@ebmonthly.co.uk
Carra White carra@ebmonthly.co.uk
Staff Writer Charlotte Johnson +44 (0)1953 852941 editorial@ebmonthly.co.uk
Regular Contributor Pat Crawford editorial@ebmonthly.co.uk
Advertising Sales Fiona Liddle +44 (0)1953 852931 advertising@ebmonthly.co.uk
Accounts creditcontrol@ebmonthly.co.uk
Production
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Disclaimer
Earlswood MAY 2017.indd WhilstEBM everyadvert care has been taken Allison Kemp to ensure that the information +44 (0)1953 852946 and reviews contained in this allison@ebmonthly.co.uk
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magazine are both accurate and up-to-date, neither Equestrian Business 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.
Equestrian Business, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK enquiries@ebmonthly.co.uk www.ebmonthly.co.uk
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UK NEWS A round-up of the UK’s equestrian trade news
If you have some news you’d like to share email us at: editorial@ebmonthly.co.uk or tweet@EBMonthly
FORWARD FEATURES June 2017 ❚ Equine Nutrition – Maintenance ❚ Best of British ❚ Diversification – Taking steps to increase sales ❚ Hooves – From the inside out ❚ Business – Logistics ❚ Let’s Talk Products – Numnahs, saddle pads & covers
July 2017 ❚ Equine Nutrition - Balancers ❚ Herbal Health From the Inside Out ❚ Safety for the Rider ❚ Business Staff Development ❚ Let’s Talk Products Breechers, Jodphurs and Overtrousers
Our media pack and a full list of features for 2017 is available. To get your hands on either of these, email: allison@ebmonthly.co.uk Furthermore, give us a call and see what we can do for you over the next 12 months.
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Equestrian Essentials Agency Launches
A
fter noticing areas of the country has limited access to the Harry Hall International range, the company has launched the Equestrian Essentials Agency. Harry Hall Editor Lucy Higginson explained the reasoning behind the scheme. “Under its new owners (of three or more years) the brands in Harry Hall International have always done a little direct selling, besides innovating constantly in ways to support our retailers - you may
recall that Tottie was brought in house in 2014 to be marketed directly to the customer. “A few months ago, we looked at the UK geography of where our products are sold, and found we have large gaps across outlying areas where there are few retailers. We launched an Equestrian Essentials Agents scheme – where we geo-targeted horsey people to sell a small collection of our products (mainly Cottage Craft) to friends and family. We now have a handful of agents who
are located in the outlying areas and are at least 50 miles from a stockist who takes our product portfolio. “On top of this we have been, and continue to invest heavily in our brands through product innovation and a number of in-store marketing initiatives e.g. Cottage Craft tables, Masta stockists programme, the Harry Hall Serious About Safety tour and more.”
Society of Master Saddlers builds awareness at careers fair
L
ooking to spread the word about the many opportunities in the saddlery industry, the Society of Master Saddlers recognised a fantastic opportunity to inspire future generations when attending the Ormiston Shelfield Academy careers fair in Walsall. The day was a tremendous success, with more than 1,200 students, aged between 13 and 18-years, attending and learning about potential careers. The team of Catherine Morris of the Society of Master Saddlers, Fellow of the SMS, Frank Baines and Nikki Newcombe of Bliss of London, were on hand to provide careers support to those young people considering working in the saddlery industry. Frank brought along two of his saddles to show the level of craftsmanship that can be achieved when dedicating your career to it, while Nikki attended with one of her apprentices, Matt Clover, who is an ex-pupil of Ormiston Shelfield Academy. Following on from this successful day, the Academy will be working with the Society of
Left to right Nikki Newcombe, Frank Baines& apprentice Matt Clover
Master Saddlers to arrange a talk for those students who are especially interested in a saddlery career, as well as for those studying design, art and textiles. Catherine said, “Recognising
the importance of inspiring these youngsters, we are also looking to attend another Academy careers fair in the near future as well as working with an organisation that supports unemployed young people.”
NEWS
Entries open for Rural Business Awards 2017
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ural firms from across Britain are being invited to get their entries in for an awards scheme designed specifically for the countryside sector. Now in its third year, the Rural Business Awards (RBAs) are the only UK-wide business awards for rural enterprises. In partnership with the CLA, the RBAs are split into 13 categories including Best Rural Sporting Business – along with other important aspects of the countryside economy such as Best Rural Diversification Project and Best Rural Manufacturing
Business. The RBAs are the brainchild of Leicestershire businesswomen Anna Price and Jemma Clifford, who wanted to showcase the wealth of entrepreneurial talent in rural areas of Britain – a sector of the economy they felt was all-toooften overlooked in favour of large city-based firms. Awards co-founder Anna Price said, “We are so proud to be holding our Rural Business Awards for the third year running. Over the past two years, our judges have read about an extraordinarily
NEWS IN BRIEF Brooke launches #MyHackathon
diverse range of rural businesses in this category and in all the others, and we have been truly humbled by the amazing work that is being done all over the Great British countryside. As for this year’s awards, we urge as many rural businesses to get their entries to us as soon as possible. Entry is so quick and simple that all businesses need to do is tell us what they do best, and we’ll do the rest!”
Brooke, Action for Working Horses and Donkeys has announced the launch of MyHackathon, a brand new fundraising event. Keen riders across the U.K. will take on the challenge of riding 100 miles in 100 days to raise £100 to help improve the lives of working horses, donkeys and mules and the people who depend on them.
SPILLERS at cutting edge of laminitis research
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pillers, through its work with the WALTHAM International Laminitis and Obesity Research Consortium, is working hard at the cutting edge of laminitis research, to help reduce the occurrence of this common, debilitating condition. In January, the Consortium shared work in progress at the prestigious International Equine Endocrinology summit, which is held periodically for invited clinicians and researchers to share the latest findings or works in progress on the subject of equine endocrinology, with emphasis on PPID and EMS/ insulin dysregulation. Members of the WALTHAM
International Laminitis and Obesity Research Consortium gave nine of the 50 presentations, including how best to identify those animals with insulin dysregulation that could be at increased risk of laminitis. The WALTHAM International Laminitis and Obesity Research Consortium has also had several peer-reviewed papers recently published or about to be published. One, to be published this June in the Journal of Equine Veterinary Science, demonstrates limitations in the horse owner and enthusiast’s ability to identify overweight animals from photographic images - suggesting that perceptions of weight/
Kanyon Outdoor offers rider sponsorships
condition have shifted recently. A very relevant paper, which has been available previously online, confirms that Cold-blooded type animals <149cm, such as certain native ponies, as well as those kept on high quality pasture, are at an increased risk of developing laminitis for the first time. Clare Barfoot RNutr and the research and development manager at SPILLERS said, “Not only are we very proud to be at the forefront of important scientific research that helps horse owners reduce to the risk of laminitis but the findings also provide us with invaluable information to enable us formulate our feeds appropriately.”
Kanyon Outdoor has launched a new sponsorship program that will give three lucky riders the opportunity to be part of the sponsored team. The competition is open to all ages and levels of rider in all disciplines. Entries are to be made online and the deadline for entering is the June 30, 2017.
HOYS introduces U25 Wildcard
Tubtrugs Red Gorilla Acquire Equine Speedskip
F
aulks & Cox Ltd, owners of Tubtrugs, has announced the purchase of Equine Speedskip. This move will see an entirely new set of products added to the Tubtrugs stable of equestrian products. “Equine Speedskip has done a great job of bringing its product to market, not only in UK but in Europe too,” explained Dean Cox, MD at Faulks & Cox Ltd. He added, “We are delighted to be able to take the torch from Eileen and Gareth and integrate this great British-made product into our range.” The Speedskip which is protected by Design Registrations is already stocked by many UK and EU customers. Sales Manager, Chris Birch added, “The Speedskip has
come at the perfect time for us. As you may know, we are undergoing a complete re-brand, drawing together all our various liveries to the one name “Red Gorilla”, so we will be able to incorporate this really popular item in with our plans.” The rebrand, scheduled for 2018, will see all the brands and logos under the company Faulks & Cox Ltd, come under the single brand Red Gorilla. The reasoning behind the rebrand centers on the creation of one brand identity, which communicates the company’s core values, as well as provides a more consistent message. January 2018 is penned as the “totally live” date, and throughout this year, the company will be continually
Grandstand Media Ltd, organisers of HOYS, will be offering a Wildcard to the highest placed rider, between the ages of 18 and 25, within the top 10 of the National Championship Show and to the highest placed individual medallist, between 18 and 21 years of age, at the Young Riders Europeans.
History in the making Steve Faulks and Dean Cox of Tubtrugs Red Gorilla with Elaine Pickering and Gareth Hulbert at the hand-over of Equine Speedskip to FCL
educating and informing all stakeholders in the supply chain. It is hoped this will benefit stockists as well as customers as they will be able to recognize all of the products in he range are from one trusted brand.
For the first time in its history, Musto will partner retailer Wychanger Barton at the Royal Windsor Horse show, which runs from May 10 – 14, 2017. The highly respected retail team will be hosting the Musto stand at the event, as well as presenting the latest collection for the first time to the equestrian world.
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NEWS
NEWS IN BRIEF SMART Worming Masterclass CPD Event A one-day SMART Worm Egg Count Masterclass for SQPs and veterinary nurses, worth 50 AMTRA CPD points, is being held at the Moredun Institute, Edinburgh on 8th June, 2017. The cost for the whole day is £200 per person and numbers will be strictly limited. To find out more contact Merial Equine Health.
2016 Hannah Francis Award Para-rider Evie Toombes, 15, was awarded the 2016 Hannah Francis Award for Talent, Courage and Inspiration after being nominated by her Pony Club Branch DC for bravely overcoming the difficulties she has faced throughout her young life, after being born with a form of Spina Bifida.
First International Forum for After-care of Racehorses The International Forum for the Aftercare of Racehorses (IFAR), hosted by The Jockey Club and supported by Godolphin, will hold its first conference in Washington D.C., on May 17 - 18, 2017. Speakers will represent many aspects of Thoroughbred aftercare and welfare, from promoting and retraining to connecting aftercare to bettors and developing non-racing agreements for owners.
Survey of tendon and ligament injuries to underpin research
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s part of its development of new research and clinical trials into equine musculoskeletal injuries and their management, Applied Microcurrent Technology (AMT), the company which manufactures ArcEquine microcurrent units, is to launch a major online survey evaluating tendon and ligament problems in working horses and ponies. Running between April 24 and June 5, 2017, the survey will collect data from owners and riders with experience of tendon and ligament injuries amongst equines in all disciplines. Respondents will be asked about the incidence of these types of injuries, the mechanism of injury, severity, diagnosis, treatments, long-term management and the frequency of re-injury. AMT Director of Research and Development, Jack Thirkell confirmed, “The data will be used to evaluate current treatment options and rehabilitation protocols, together
A vet assessing a tendon injury
with supporting our work in developing and funding new veterinary clinical trials, which will include more in-depth evaluation of the use of ArcEquine microcurrent technology.” The survey will be available both on websites and social media.
Responses from owners and riders of working horses and ponies at every level will be able to add their experiences to the bank of data collected. One lucky respondent, drawn at random after the survey closes, will win an ArcEquine complete kit.
Millions of animals unprotected by EU law
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new European Parliament report shows how lacking progress on EU animal welfare policies and legislation has major negative effects for animals leaving millions unprotected. The development of EU law over the past 44 years has led to 45 legislative acts relating to animal health and welfare. These legislative results culminated in the crucial acknowledgement of animals as sentient beings and the moral implications this brings as laid down in the Treaty for the European Union. However, in the majority of EU law, animals so far are only recognised as goods, products
or possessions. Despite the scientific evidence and public support, current EU legislation excludes several farmed species. Most notably, there is insufficient legislation for 340 million farmed rabbits, 170 million ducks, 150 million turkeys, 83 million sheep, 10 million goats, 88 million bovines (with the exclusion of calves kept for veal production). Other animals such as equines, pets and wildlife also lack necessary legislative protection, as often only EU level actions can truly address the crossborder nature of the problems these species face. Deliberate
or commercially-motivated cruelty to wild animals is not for example prevented by existing EU legislation. The keeping and training of animals in circuses is identified as one of the priorities for new EU legislation; the UK government announced it would ban wild animal acts in 2012 but legislation has yet to be introduced. While the report rightly emphasises how existing EU animal welfare legislation contributes substantially to improving the lives of many species, it also stresses that implementation and enforcement frequently remains problematic.
New British protocol takes shape
F
ollowing agreement in February that Endurance GB and the British Equestrian Federation would work together to develop a new British protocol for all future international rides in Great Britain, significant progress has been made. A working party, led by Dr. Tim Watson, BEF Board Director, has
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EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
met and discussed developing a protocol that not only helps build a long-term UK strategy regarding horse welfare, but further enhances the UK offering with an ultimate goal of increasing participation in international and high-level competition. The objectives of the new protocol are to reward good horsemanship
at competitive and FEI rides in this country, devise a transparent method for appointing FEI officials, suggest ways to increase participation as well as recommend improvements to publicise clean sport. The process of refining a British Protocol that works for all is an interactive one and will be refined over the
coming weeks, taking into account the information presented at the FEI’s Sport’s Forum.
NEWS
STOCK UP
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NEWS APPOINTMENTS
Fiona Liddle joins Equestrian Business team Fiona Liddle has joined the Equestrian Business team as Advertising Sales Consultant. Fiona brings with her extensive experience of not only sales, but also the equestrian industry. Having ridden since she was three, Fiona now owns and competes her German Warmblood Phoenix in British Dressage Advanced Medium, with plans to move up to PSG this year. Fiona commented, “Combining my years of sales experience with my passion for the equestrian world, I am excited to become part of such a highly regarded trade magazine, and look forward to working with some of the biggest names in the industry.”
New Graduate Equine Nutritionist for TopSpec TopSpec has appointed Jodi Finucane to the role of Graduate Equine Nutritionist. Originally from County Limerick, Ireland, Jodi studied for a B.Sc (Hons) in Agricultural Science at University College Dublin. Before TopSpec, Jodi worked a season at Hickstead for the Showjumper Shane Breen and then worked for Camas Park Stud in County Tipperary for a number of years assisting with sales prepping, stud office duties and in the racing yard. Jodi said, “The new role at TopSpec is very exciting and I am very much enjoying using my nutrition training to help the many horse and pony owners that contact us on a daily basis.”
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Childeric adds new member to team Childéric Saddles UK has welcomed Alex Hough to its saddle fitting team. Alex, a trained equine physiotherapist (CSS), will be covering the South and South West of the UK. She has evented to intermediate and competed at dressage PSG, and is passionate about the comfort, harmony and freedom of movement in the horse. Her new role not only combines this passion but also offers a wider understanding of the importance of the right fit. Alex said, “With an entirely bespoke approach to saddle fitting, I love the way Childéric Saddles UK work. Their drive and passion for perfection and fit for both horse and rider resonates with me."
New recruit for SPILLERS Sales Team Carrie Newman is the latest addition to the SPILLERS National Sales Team, and has been appointed Regional Sales Manager (North), to provide sales support for the range. Carrie spent two years working for Carr & Day & Martin, firstly as Equine Business Advisor and then as Technical Advisor, providing technical product training. She said, “I have ridden since the age of five and owned horses for 20 years and working for Spillers is my dream job. I am really excited to get out and meet all my customers to see what we can achieve this year and all while making a better world for horses!”
Debra Graham joins Equine Solutions
Another eventer for HorseHage
Equine Solutions Ireland, the exclusive UK and European distributors for Shapley’s superior grooming products, has appointed Debra Graham to the position of UK Sales Manager. ESI’s Managing Director Frank Duffy said, “Debra started out as a customer using the Shapley’s products and was so delighted with the results she achieved, started selling them. Debra is a consummate professional and her background in sales affords her the commercial experience and expertise needed to take on such a role. Debra now oversees all Sales and Marketing activities in the UK along with managing our team of sales agents.”
HorseHage has added top Irish event rider, Padraig McCarthy, to its team of sponsored riders. Originally from Tipperary in Ireland, Padraig has a great eye for recognising talented young horses, seeing him build up a wide client base who value his knowledge and experience. He set up MGH Sport Horses with his wife Lucy (née Wiegersma) in 2014, based in Devon, breeding, training and selling equines for show-jumping and eventing and also coaching riders. Chris Tar of HorseHage said, “We are very happy to have Padraig on board alongside Lucy, and we think they will make an incredible team for the future.”
Emily King joins team HorseHage HorseHage has announced that young event-rider, Emily King, has been signed as a sponsored rider and her team of event horses will be supported by HorseHage dustfree bagged forage. Following in her mother’s footsteps, Emily, who is just 21 years of age, competed at her first event aged just 12. Emily said, “I’m looking forward to being an ambassador for HorseHage alongside Mum. Our horses love HorseHage and we can compete in confidence, knowing they are getting a dust-free forage which helps to maintain a healthy respiratory system - vital for performance horses to be able to compete at their best.”
Flying the flag in the South East Rockfish Wellies has appointed Lucinda Kooij as sales agent for the south east of England. With seven years sales experience in the equestrian sector, Lucinda is keen to establish Rockfish as the boot of choice in the area. “Its a pleasure to represent a company whose ethos is centred around product quality and performance,” Lucinda commented.
NEWS
PRODUCT
NEWS
Sporting Hares and Against Breast Cancer release new line
S
porting Hares have released their new line of British-made socks to support the work of their partnered charity Against Breast Cancer. Made in Britain, the premium socks, available in Gunmetal & Rosé and Aubergine & Greenery, are designed with intelligent yarns and strategic cushioned panels that provide incomparable comfort on each and every step. Since 2012, Against Breast Cancer
has been the official charity for British countryside brand Sporting Hares - choosing to donate a percentage of sales from the premium line of sock-wear, each bearing the famous Pink Ribbon. Sporting Hares founder, Marc Brown said, "We wanted to add a special touch for our customers. After talks with Against Breast Cancer, we were thrilled to be able to support a charity close to the hearts of our customers and fans."
Measom Freer still going strong after 80 years
W
hen Gordon and Eve Freer started a business selling buttons in 1937, little did they know that 80 years later their thriving business would still be going from strength to strength. Now in its third generation, Measom Freer & Co Ltd still has the same ethos of good customer care at its core, allowing it to build up their reputation as a manufacturer of quality plastic bottles, caps, containers and fasteners. The company continues to adapt to ever challenging business conditions, adding to its extensive catalogue of stock products available for next day delivery. The continual investment in the latest technology and premises has allowed Measom Freer to move with the times, always maintaining the attention to detail that customers expect.
P, the manufacturer and distributor of branded accessories for dogs and cats, has finalised the rebranding of the company and repositioning of its core products. The new 3P brand focuses on supplying accessories to improve the health and wellbeing of pets and simplify pet ownership. As part of the rebranding process 3P has revisited its product range and deselected products which do not fit with this core value. The business has been in operation
Nottingham Trent lecturer awarded Fellowship Sam York, a senior lecturer in equine science in the School of Animal, Rural and Environmental Sciences, has been recognised for her equestrian coaching expertise with one of the highest equestrian honours - The British Horse Society Fellowship. Only 84 members have ever been recognised with a Fellowship since the award began in 1949.
Harbro launches young rider competition Harbro has launched its first ever Young Rider Competition, open to young riders aged 16-25 of any discipline who have a clear set of competitive goals for their year ahead. The deadline for entries is May 28, 2017 and the winners will be announced on June 30, 2017.
KBIS acquires Stoneways
The company can now offer bespoke designed products tailor made to customers’ own requirements, using its in-house CAD CAM 3D design
and advanced CNC tool-making facilities with a printing service also available for the bottles and packaging products.
New look and new message for 3P
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NEWS IN BRIEF
since 2002 and has gone through many changes over the past 15 years from online retailer, to distributor, to the manufacture of its own Henry Wag brand. A spokesman commented, “As part of our growth strategy we wanted to reinforce our position as a leading supplier of specialist pet accessories. The rebranding of the company simply highlights the passion we have at 3P for products which improve the pet’s health and well-being and simplify pet care for the pet
parent.” Under the new branding, having products that match the core values of enhancing the health and well-being of pets, while making pet ownership simpler, allows 3P to drive best practice in pet care by offering products which educate and inform owners.
KBIS British Equestrian Insurance has acquired Stoneways Insurance Services with effect from March 31, 2017. Existing Stoneways policyholders can be assured that their current insurance policies remain in effect and KBIS are pleased to say that after offering positions to all Stoneways staff members, office manager Amy Baker will be joining the KBIS team.
Local Hero Celebrated Shelley Oldfield who set up the Bodmin Moorland Pony Rehabilitation (BMPR), has been awarded a Local Heroes Award. Shelley, who lives in Bodmin, hopes the award will help to raise the profile of the rescue centre and bring more people forward who can help by volunteering or offering a home to the ponies.
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EQUESTRIAN BUSINESS
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NEWS SPONSORSHIP NEWS Allen & Page to sponsor Associated Championships British Dressage’s Associated Championships have gone from strength to strength and this year Allen & Page will be extending its support to cover eight Championships. The Norfolk-based equestrian feed manufacturer sponsored the well-received Veteran Championships for horses and riders and the Native
Pony Championships in 2016, which will be joined by breed Championships for Spanish horses, Lusitanos and Draught horses plus the ever-popular Traditional Gypsy Cob Association Championships and, new for 2017, the Arab Horse Championships. Tim Page, Sales Director of Allen & Page said, “We're proud to
be supporting the Associated Championships for another year, it is great to see riders of all levels and so many breeds of horses and ponies taking part.” On behalf of British Dressage, Commercial Manager Jo Aldridge commented, “Allen & Page have been tremendous to work with and I’m delighted they’re extending their support.”
Charles Owen continues support of British Eventing Pony riders
Anya Kolleth, aged 15 from Shropshire, with her own 17 year old Irish mare Drop the Subject at the 2016 FEI European Championships, credit Helen Revington
Charles Owen & Co. is to extend its long-standing support of the British Eventing Pony Programme; incorporating all of the initiatives to support and guide British pony riders. Charles Owen will not only sponsor the squad who will represent Great Britain at the prestigious European Championships for Ponies, but across the portfolio including the 2017 Pony Trials, British National Pony Championships and the
Pony Programme. “Charles Owen is proud to sponsor the British Eventing Pony Programme again this year in support of Britain’s future stars. Keeping young riders safe is our priority and we are looking forward to cheering them on this season and providing our squad with the gear that will we hope will contribute to their success,” said Charles Owen Managing Director Roy Burek.
Childéric Saddles UK continue horse trials sponsorship Childéric Saddles UK will continue to support Little Downham Horse Trials at the Ely Eventing Centre in Cambridgeshire. The sponsorship, now in its sixth term will see the French Saddlery brand return as key sponsors, and as Tricia Bracegirdle of Childéric UK explained, they are keen to continue to support this event: “We are delighted to continue to
be involved with Little Downham. The visibility at this event means that Childéric UK is seen by riders of all levels, from grassroots up through to top international event riders, encompassing our Childéric clientele.” The Little Downham Advanced track continues to be a popular calendar fixture attracting many of the world’s best riders.
Childéric rider Austin O'Connor tackling the Little Downham course. Photography by Lorraine Porter
Mitsubishi Motors celebrates 26th year of title sponsorship This year sees Mitsubishi Motors celebrate its 26th year of title sponsorship of threeday equestrian event, the Mitsubishi Motors Badminton Horse Trials. Since becoming the title sponsor in 1992, Mitsubishi Motors has gone on to become synonymous with the most prestigious 4-star equestrian event in the world. Alongside its title sponsorship of the Badminton Horse Trials, the company also supports the Mitsubishi Motors Cup. This competition gives amateur riders the opportunity to compete over the same famous parkland as the professional riders, just before the international competition begins. Lance Bradley, Managing Director of Mitsubishi Motors in the UK, said, “To reach such a milestone in any partnership is a great achievement and to do it in the sporting arena is truly remarkable. This accomplishment is testament to the relationships we’ve built with the Badminton Horse Trials team, and we are very much looking forward to celebrating with them in May and for many more years to come.”
Nunney Horse Trials announces CIC2* sponsor Organisers of Nunney International Horse Trials have announced Tarmac as the principle sponsor of the CIC2*. Tarmac is a leading sustainable building materials and construction solutions business, with over 150 years of experience. Tarmac supplies construction materials including aggregates and asphalt, cement, lime and powders, recycling services, building products and concrete. Organiser Bridget Parker said, “Nunney is a wonderful event that has become a firm favourite
10 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
among competitors and spectators and we are delighted that Tarmac is supporting us by sponsoring the CIC2* class. “We are looking forward to
welcoming representatives of Tarmac to Nunney which has also become renowned for its hospitality during the three days of competition. Sponsorship at
this level is vital for the growth of Nunney and our on going improvements to the structure of the event, from the cross country courses
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EQUESTRIAN 11 BUSINESS
NEWS SPONSORSHIP NEWS British Horse Feeds extends Endurance sponsorship
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British Horse Feeds, well known for its support of the Red Dragon Festival of Endurance has extended its commitment to the sport and is the new sponsor of the British Riding Clubs Endurance Team Event.
The event is organised and hosted by Endurance GB and leads to the prestigious final at The Lion’s Tail Ride in September. Any member of an affiliated British Riding Club can take part and have a go at endurance by
TopSpec Supports Working Hunter Pony classes at RIHS
both competitors and spectators alike. Nicola Tyler of TopSpec said, “Hickstead provides a fantastic venue and is renowned for its working hunter tracks. Children look forward to competing over these iconic courses and we are very pleased to be supporting the BSPS here.” This year the show runs from July 26 to 30 and is sure to be an enjoyable week. Ring 5 will host the TopSpec Working Hunter Pony classes, which will see numerous top combinations from around the country go head to head as they compete for the TopSpec BSPS Working Hunter Pony Championship title.
TopSpec will be sponsoring the BSPS Working Hunter Pony classes at this year’s Royal International Horse Show. The North Yorkshire-based company will sponsor the 133cm WHP class, the 143cm WHP class, the 153cm WHP class and the BSPS Supreme Working Hunter Championships at the Hickstead venue.The Working Hunter Pony classes will take place on July 30 and always prove popular with
forming a team and entering the event. The top teams throughout the country will be offered a place in the British Horse Feeds' BRC Endurance Team Event Final at The Lion's Tail Ride on Sunday September 17, 2017. John
NAF and British Dressage unite British Dressage has confirmed NAF as the new headline sponsor of its youth teams for riders under 21 in an exclusive, three year deal. The Pony, Junior, Young Rider and Children on Horses squads will ride under the Team NAF banner throughout the season, culminating at their European Championships in July and August. The Monmouthshire based equine supplement manufacturer will now also be recognised as one of the sport’s official partners,
Off-roading by 4x4s and motorbikes is causing dangers nationwide
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national survey of riding clubs, bridleway groups and riding establishments has found that 'off-roading' by 4x4s and motorbikes is creating dangers for horse riders nationwide. Peak Horsepower, a bridleway group affiliated to the British Horse Society, carried out the survey to find out whether the problems being caused for riders
by recreational 4x4s and motor bikes in the Peak District are being replicated across the country. The survey found that riders in all English counties are being affected by off-roading and that the worst problems appear to be in Berkshire, Devon, Kent, Lancashire, North Yorkshire, Somerset and Surrey. The survey was sent to 1057
equestrian organisations in England. There were 271 responses from 202 organisations. Three quarters of respondents said that 4x4s and motorbikes are using their off-road riding routes. Ninety per cent of these respondents said that off-roading by these vehicles is creating problems on one or
Offroading by 4x4s and motorbikes is causing dangers nationwide
12 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
Hudson of Endurance GB said, “We are delighted to have British Horse Feeds, makers of SpeediBeet and Fibre-Beet as our new sponsors and would like to thank them for their fantastic support.”
alongside Shearwater Insurance and Harrison Clark Rickerbys. “It gives me great pleasure to welcome NAF on board as an official partner and sponsor to our youth teams,” said Jason Brautigam, British Dressage Chief Executive. “It’s a brand which has a long association with dressage and this extension to cover our stars of the future is a mark of their commitment to long, lasting partnerships and supporting talent development.”
more of their riding routes. Over a third of them said it is causing problems on many or most of their riding routes. Respondents who reported problems with 4x4s and motorbikes were asked what kinds of problems they are facing: 75 per cent of those reporting problems said that 4x4s and motorbikes have damaged the surface of their riding routes, 72 per cent said that the noise of off-road vehicles is frightening horses, 54 per cent said that vehicle speed is a problem, 54 per cent said their riding routes are too narrow to pass motor vehicles easily or safely on a horse, 51 per cent said there was nowhere to get out of the way of motor vehicles, 35 per cent said that blind bends are a problem. Over sixty per cent of respondents reporting 4x4s and motorbikes using their horse riding routes said that these vehicles do not stick to routes where off-roading is currently legal. They said that in their local area off-roading is also taking place on bridleways and restricted byways, which is illegal.
NEWS
The curtain closes on EQUITANA 2017
Stallion Gala show
HOP TOP Show
I
n total 208,000 visitors made the journey to EQUITANA, reinforcing its position as the Equestrian Sports World Fair. With every single one of the 15 exhibition halls sold out, EQUITANA welcomed 750 exhibitors from 30 nations, as well as 32,000 spectators to the seven night-time shows. Hans-Joachim Erbel, Managing Director of event organiser Reed Exhibitions reiterated the success, explaining; “An absolute precision landing with which we replicated last year’s excellent result, almost down to the last
decimal point.” Many exhibitors relished in the feeling that visitors came specifically to make investments and purchases. “The bottom line is short and sweet: everything was great,” said Klaus Reinken, Managing Director, Waldhausen GmbH & Co. KG “I’ve never experienced such a successful and friendly EQUITANA. Visitors are in the mood to buy; the German market in particular is booming. But we also saw great demand from Western Europe.” This demand was felt across the board, especially with
those launching new products. Four-time Olympic champion Ludger Beerbaum made his debut as an EQUITANA exhibitor having just launched his own feed line. Conni Fritz, Managing Director of Ludger Beerbaum Produkte GmbH, commented, “Our EQUITANA premiere was a success. We saw great interest in feed and advice at our stand – from recreational and competitive riders, from breeders and from specialist retailers. Visitor quality at EQUITANA is top-notch.” The representative visitor survey confirmed that one in two visitors came to Essen with concrete buying and investment plans. About ten per cent of the more than 35,000 trade visitors made investments of €50,000 or higher; six per cent of them invested in excess of €100,000.
“People are ready to invest; customers are buying. Quality and high-end products are in demand,” said Klaus Böckmann, managing director of Böckmann Fahrzeugwerke GmbH. The same trend was seen in the consumer market, with more than 140,000 private visitors equally happy to open their wallets. A third of them spent more than €100; another 35 per cent bought goods valued above €250. The survey conducted by EQUITANA also spoke of positive economic prospects, with 46 per cent of respondents expecting a further market upturn, while one third forecast business to remain unchanged, and only 18 per cent predicting a downward trend. Run every two years, the next EQUITANA will take place at the Exhibition Centre Essen from March 9 – 17, 2019.
Ingrid Klimke Live presented by SAP
The exhibition
Volti Magic
May 2017 www.ebmonthly.co.uk
EQUESTRIAN 13 BUSINESS
business matters
A United Front
The Khalid Masood/Adrian Elms/Adrian Ajao terrorist attack didn’t divide the nation – the country united.
Mark Lumsdon-Taylor ❚ Director of Finance and Resources, the Hadlow Group He attended Keele University where he read Law and Economics. ❚ On leaving, he joined Macintyre Hudson a leading London accountancy firm undertook an ACA training contract and quickly rose to become a director of audit. ❚ Joined Hadlow College with an initial brief as a ‘troubleshooter’ to design and implement fiscal recovery and to effect change within the College’s central services. ❚ Appointed Director of Finance & Resources in 2004 after extensive work involving further recovery and reorganisation of the college’s activities, (Hadlow is rated Outstanding by Ofsted) ❚ Awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007, was a runner up in 2010 and was shortlisted for the 2013 Award. In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business. Awarded the Business Finance Awards 2014 title ‘UK Finance Director of the Year Public Sector and Voluntary’. ❚ Shortlisted for the Institute of Directors’ London and the South East Young Director of the Year Award 2014 and the Institute of Directors’ London and the South East Chairman’s Award for Leadership in Corporate Responsibility 2014.
“The energy devoted to the negative aspects 14 Equestrian May 2017 Business www.ebmonthly.co.uk
Thousands of people, all ages from different backgrounds with different beliefs, paid silent tribute to the victims in London’s Trafalgar Square. Throughout the UK, ‘differences’ were relegated or forgotten. We tend to do a lot of moaning, only seeing the worst, being pessimistic. However – and it is a big however – when terror strikes and bad things happen we unite. Backs to the wall, differences and disagreements forgotten, it is true what Theresa May said: “We are not afraid and our resolve will never waiver.” The Mayor of London, Sadiq Khan, said: “Evil and twisted individuals who tried to destroy our shared way of life will never succeed.” Thousands and thousands of people shared the London Tube logo bearing the words: ‘We are not afraid.’ The funeral of Martin McGuiness could so easily have resulted in divisions re-emerging and violence erupting in Northern Ireland. McGuiness was deputy chief minister of the devolved Northern Ireland government and, although acknowledged as a broker of the peace treaty, he was loved, respected and loathed in varying proportions. Perhaps it is remarkable that violence did not break out at his funeral? But what a tribute to unity when Arlene Foster (ex-first minister and Democratic Unionist Party) attended the funeral. Her father was shot by the IRA and as a teenager, she had survived an IRA bombing. Her presence was acknowledged with applause in and outside the cathedral. Surely the sort of unity demonstrated in such difficult circumstances could be harnessed to forward our exit from Europe in the most positive terms? Since the referendum, our thinking about the future of Britain outside the EU has been predominately negative. Away with gloomy defeatism - the energy devoted to the negative aspects of Brexit could be rechannelled and refocused to advantage! When Article 50 was triggered
by the Prime Minster, some members of the House of Commons elected to ‘dress up’ in colours representing the union flag - this when Scotland is threatening to defect at the first opportunity! Things change – often by agreement but occasionally by force. Some for the better, some for the worse. Indicating the growing divisions in Europe, other populist parties may soon be seeking referendums similar to the British ‘in or out’ that resulted in Brexit. Political observers are suggesting that Brexit could trigger more countries making decisions to leave the EU – including France, Austria, Hungary, the Netherlands and Finland. Do we suffer from a ‘lost empire’ syndrome? Do we value the Commonwealth sufficiently – indeed, would it exist in its current form if HM The Queen was not the person at the top? Did we, in some respects, ditch Commonwealth countries when Edward Heath signed the UK up to the European Economic Community (as it was then) on 1st January 1973? After all, the loss of exports to the UK must have created more than a blip for Commonwealth countries. Could we form a new and very effective post-Brexit alliance with Commonwealth countries? An initiative named the Commonwealth Freedom of Movement Organization (CFMO) was set up some time ago with the idea of introducing free
United in the face of adversity movement for citizens between the United Kingdom, Australia, New Zealand and Canada. According to the CFMO, this would represent the fourth largest economic area in the world. Many, many other possibilities are being mooted – the most difficult thing of all for David Davis and his team is probably the risk of an agreement made at an early stage of negotiations influencing a later deal that has better potential. Every day – no matter what the size of the business – managers are balancing decisions. The bottom line (what finally matters) is the return on investment. Get too many balancing acts wrong and the business fails. Buy British. No more lights under bushels. Look for the logo – whether it is the Union Flag, a Red Tractor or other equally recognizable symbol. Buying British increases unity, supports the economy, creates employment – and results in tangible economic and social benefits directly aligned to education, training and career progression.
Fly the flag for Britain in any way possible
launch it
Alternate visibility
Launched at Badminton Horse Trials the EQUIPROCAM, is one of the most exciting products Equisafety has worked on, and the first of its kind to be specifically designed for the equestrian. The demand for head cameras is ever increasing. Roads are getting busier and unfortunately high-vis just does not seem to be enough to keep riders and horses safe. Sadly, 181 horses have been killed on our roads in the past five years, and there are probably countless near misses yearly. Looking to develop a camera designed especially for riders, Equisafety carried out a survey of 1,500 people to ascertain what riders use their cameras for. Focusing on important factors such as the correlation between ride length and battery life, Equisafety created the EQUIPROCAM - designed by horse riders for horse riders. To use video recordings for
evidence in a court of law, it is advisable that the footage shows the video from the start of the hack to the end. Ellen Shaw, Barrister at Lincoln House Chambers explains, “Video camera footage can be crucial both for an effective investigation into any incident and as evidence at trial, whether that be in a criminal or civil case. The video is most helpful if the
entire ride is recorded - providing only partial footage means it could be suggested that the footage of the incident has been edited or partially deleted.” Due to this factor, the EQUIPROCAM has 160 minutes of battery as well as GPS for exact evidence of rides – an element no other equestrian camera has. The EQUIPROCAM can also be used for security purposes with its in-built motion sensor, voice prompt and night scene mode, all accessible remotely via a smart phone. It can also be used as a web camera or on the dash of a car. EquipProCam The helmet strap is included
Tel: +44 (0)1516 787182
www.equisafety.com
BIGELOIL® QUILTED POULTICE
DOESN’T MESS AROUND. It’s hard to say when something becomes ‘tried and true’ but given that poultices have been used for thousands of years, we think it’s safe to say they qualify. Now we’re proud to offer a ‘no-mess’ poultice that makes this enduring method of leg and hoof care quick and easy. You get all the benets of traditional ingredients such as Kaolin clay and Epsom salts, but in innovative, quilted bre paper pockets. That means no residue left on the legs or hooves, and no cleanup. QUICK, EASY AND CLEAN Simple to use; just soak for 20 seconds, apply to your horse’s leg or hoof and wrap with a bandage. Removal is also easy; just take off them off and throw them away. Minimum water for preparation and nothing to wash off. Ideal when travelling or at shows. Light and compact for easy storage and ready for use when needed.
VERSATILE LEG AND HOOF CARE Bigeloil® Quilted Poultice Leg Wraps and Hoof Pads can be used whenever you are concerned about heat or stiffness in your horse’s leg, after heavy work or competition, or when heat, bruising or soreness of the hoof is a concern. Bigeloil® Quilted Poultice products are used by everyone from recreational riders to professionals. So when you are looking for the best in leg or hoof care, look for Bigeloil® from Absorbine®.
Check the yellow ribbon for more great products, available from your regular Absorbine® wholesaler.
©2017 W. F. Young, Inc.
May 2017absorbine.co.uk Equestrian 15 www.ebmonthly.co.uk Business
Brands That Shaped the Equestrian World
Richard Horrell with the Oakley Hunt West team - winners of the 100cm Pony Club Eventer Challenge
Since its foundation in 1939, this leading nutrition company has remained in family ownership and has retained its core values despite global expansion.
Five facts Pasture Mix, launched in 1988 as the first muesli diet specifically formulated for the leisure horse, remains Dodson & Horrell’s best-selling product. If the number of bags sold in a year stacked on top of each other, they would be 41/2 times the height of Mount Everest. The Dodson & Horrell helpline takes on average 7,200 enquiries per year. Dodson & Horrell has fed seven winners of the Investec Derby at Epsom since 2001. Dodson & Horrell is the largest equine importer of mint and garlic. The company also owns Chudleys, which offers a wide range of working dog foods and a small animal range.
16 Equestrian May 2017 Business www.ebmonthly.co.uk
"We started with about six products – now there are 1,600,” says Dodson & Horrell CEO Sam Horrell. “Although we are best known for our horse feed, we provide a diet for pretty much every animal from locusts to elephants.”
Family first
Dodson & Horrell was founded in 1939 by Sam’s grandfather, Claude Horrell. It manufactured and supplied traditional livestock and poultry feeds to the agricultural community – and still does, via its Countryside Range. But when Claude’s sons, Sam’s father John and John’s brother Richard, joined the business in the late 1960s, they expanded into the equine business. It is now one of the equestrian world’s most recognisable brands. “The company is still 100% family-owned, which is quite rare,” says Sam. “We do have a strong commitment to family values; we’ve grown up in and with the business and we have been part of the local community for years. We’re in it for the long-term and
are passionate about what we do.” Dodson & Horrell’s headquarters are in Islip, Northamptonshire, and they have two other sites within a 10-mile radius of Islip. “We invest strongly in both the local community and the equestrian community,” says Sam. In 2013, Dodson & Horrell purchased more than 30,000 metric tonnes of British wheat, barley and oats, 98% of which was sourced within a 50-mile radius of the Islip manufacturing facility.
bring their innovations back to the equine market,” Sam says. “We react to new studies, but also develop our own.” Perhaps an example of this is the addition of antioxidants to Dodson & Horrell’s products as far back as 2000. That was the year that the company developed QLC (Quality
Forefront of development
The horse world’s approach to nutrition has changed enormously in the past couple of decades, and Dodson & Horrell is proud to have been at the forefront of that development. “We always need to look at what is next. Demand, research and technology is always changing, and it is important to keep up with that. We try hard to innovate; for example I was in Europe last week looking at human food factories and their cooking and processing technology, seeing how we can
Competition mix is part of the performance range
doDson & horrell Life Care), a patented blend of natural plant-derived antioxidants, formulated to support the animal’s own antioxidant systems and added to many of its horse and dog foods to promote long term health condition and performance. In 2005, Dodson & Horrell introduced Veteran QLC, a veteran specific antioxidant package.
Did you know?
The old boardroom
A part of the equestrian community
Dodson & Horrell have a team of nutritionists out on the road, talking to and listening to customers about their needs, and its research and development department works closely with universities and new technologies. “We are doing regional research into hay and how that impacts diet at the moment,” Sam explains. “We need to look at the total management of the animal – all the factors, not just food in isolation – and develop a targeted diet based on that.” The company already offers a range of forage analysis services, whereby customers send in a sample of their forage, it is analysed in a laboratory and the results are sent back to the customer as a report. The customer is then encouraged to discuss the analysis results with the nutritional helpline team to help build a tailored feeding plan. Earlier this year Dodson & Horrell – which has long had strong links to the racing world – relaunched its racing range at the British Equestrian Trade Association (BETA) Trade Fair. It will also relaunch its performance range at
Chatsworth International Horse Trials in May, where Dodson & Horrell has been the title sponsor since 2013. Its commitment to the equestrian industry is clearly marked through the company’s wide range of sponsorships, which include the British Dressage Novice Summer Championship, British Showjumping’s National Amateur and Veteran Championships, the Pony Club and Riding Club Eventer Challenges at Blenheim Palace International Horse Trials, the Novice Championship at the Festival of British Eventing and the Point-to-Point Owners’ and Riders’ Association Novice Riders Series. In fact, Dodson & Horrell is the longest-standing sponsor in the sport of point-to-point, this year celebrating its 30th year. Dodson & Horrell also sponsors the owners’ and trainers’ facilities at Aintree, Sandown and Kempton racecourses. It has a firm association with the very top end of equestrian sport and it has been the official feed supplier to Team GBR since 2009. Dodson & Horrell’s supported riders include eventers Jesse Campbell, Laura Collett, Piggy French, Harry Meade, Willa Newton, Spencer Sturmey and Zara Tindall, dressage riders Richard Davison, Sir Lee Pearson, Anna Ross and Sophie Wells, and showjumpers Joe Davison, Lauren Hough and Yazmin Pinchen and, in driving, Boyd Exell. But it isn’t only the competition world with which Dodson & Horrell has close links. It supports the Ebony Horse Club in Brixton, and World Horse Welfare’s rehoming programme. It has been supplying feed to the Household Cavalry for more than 25 years, and holds a royal warrant as both horse feed and dog feed manufacturers to Staypower Muesli is another The Queen. It is also the official product in the performance range feed supplier to the National
Stud in Newmarket. “We really enjoy supporting the equestrian community – after all, we are part of that community,” emphasises Sam. “I hope that the fact that we are absolutely passionate about what we do comes across. We are a great team who work well together to build up trust and loyalty among our customers. I think that sets us apart,” he says.
Moving with the times
Dodson & Horrell has a strong social media presence, and Sam is enthusiastic about its activity across the various platforms. “It’s great, because we can interact and engage directly with our customers via social media,” he says. “They can see our values and can communicate directly with us; they feel they can get a response to their query or problem. It has become an important part of how we operate.” Dodson & Horrell has developed into a truly international company, and now operates in 44 different countries with a turnover of £50 million per year. “Working in so many countries is a challenge!” he says with a smile. “Many of them have different climates, transit times are highly varied – there are lots of considerations. We’ve just sent feed out to the Rolex Kentucky CCI4*, and we also supply the Hong Kong Jockey Club and send feed to Macau.” Sam also believes that the company has been very successful in adapting to changing markets over the years while retaining its values. “We’ve become more commercial while holding on to our traditional roots. We are now a global company, but our history and the fact that we are still family-owned makes us what we are.”
At the Dodson & Horrell Chatsworth International Horse Trials in 2016, Dodson & Horrell awarded equine bursaries, worth £2,000 each, to contribute towards funding training, equipment, travel and education, to winners of four categories: Equine Charity, Equine Health, Equine Support and Inspirational Rider. Equine Charity category winner Jo Hawkins was nominated for her work for the charity that she founded, EquATA, which is dedicated to helping adults and children suffering from emotional, mental and behavioural problems, including children with autism. The charity is set in beautiful woodland in Northamptonshire and uses horses and ponies who have retired from their original jobs to act as therapists. Lisa Prescott won the Equine Health category for her exceptional dedication to helping others through her coaching and Equine Assisted Therapy work. Lyn and Simon Blight won the Equine Support category. The husband and wife team provide therapy visits with their two ponies, Tere and Tinks, to care homes, hospices and schools for both able-bodied and disabled children. In addition to this Lyn supports Simon, who has developed multiple sclerosis, with his para competition horses. The Inspirational Rider category winner was 14-year-old Evie Toombes from Lincolnshire. Despite being diagnosed with a form of spina bifida, Evie regularly competes in para showjumping.
Dressage rider Richard Davison is sponsored by the company
May 2017 www.ebmonthly.co.uk
Equestrian 17 Business
Size of the task ahead too big? Not for PressPoint it isn’t. Planning a new product launch or a major marketing initiative over the next 12 months? Does the prospect seems a little daunting? Why not enlist the help of a marketing agency with over 30 years’ experience in the equestrian market to help you get over all the obstacles you’re going to face? PressPoint is a full-service agency in every sense of the word, with all the specialist skills in-house, to deliver compelling, successful campaigns for your business.
• Public Relations • Design for Print • Website Design • Digital Marketing • Social Media • Content Generation • Media Buying
Doing equestrian PR properly since 1984 01953 851513 | mail@presspoint.co.uk | www.presspoint.co.uk 18 Equestrian May 2017 Business www.ebmonthly.co.uk
product watch Grangers 2 in 1 Wash & Proof
Sainfoin Brix
This time of year provides the perfect opportunity to repair, wash and reproof winter turnout rugs before storing them away until the colder months return. Once the rug has been cleaned and any repairs made, it should then be reproofed to ensure it is fully waterproof, and to maximise breathability. Grangers 2 in 1 Wash & Proof from Abbey England is a revolutionary patented technology that washes and reproofs in one cycle, with the proofing activated by heat.
Compressed blocks of 100% pure sainfoin, Sainfoin Brix are free from binders, additives and preservatives. Suitable for horses with lucerne allergies, Sainfoin Brix are rich in natural minerals and trace elements and can be used in the stable or field. They are great for occupying bored horses and provide high levels of nutrition, making them ideal for competition horses, youngsters, growing horses, broodmares and horses that need to build condition.
www.abbeyengland.com
www.simplesystemhorsefeeds.co.uk
Lifeforce Formula Lifeforce Formula from Alltech is specially designed for breeding horses and horses in moderate activity by supporting their immune function. Additionally the supplement helps support the reproductive system of mares and stallions, while supporting fermentation of feeds and forages in the caecum, enabling the horse to extract the maximum nutrients from all feed sources. It contains organic trace minerals that help maintain mare milk quality and promote healthy growth in young foals.
Stallion SPM-20 Stallion SPM-20 has been developed to aid stallion fertility and is based on two-years of research conducted by Blue Chip Feed and the UKâ&#x20AC;&#x2122;s leading semen collection centre, Stallion AI Services. During the study, Stallion SPM-20 demonstrated improvement on sperm motility by up to 20%, improvement on sperm velocity by up to 33% and improvement on overall sperm viability by up to 24%. These improvements were seen in both fertile and sub-fertile stallions and were proven effective on semen for fresh, chilled and frozen AI.
www.bluechipfeed.com
www.lifeforcehorse.co.uk
Croft
Roeckl Summer Gloves
This practical yet contemporary styled croft jacket is manufactured in a dry-waxed fabric. It features robust brass zips and closures, and the design features an adjustable belt to provide additional feminine shaping. The cotton tartan lining adds extra elegance and luxury to the jacket and with a corduroy finish to the collar, the jacket is wonderfully comfortable when fully fastened up. Available in colours Dark Earth, Black and Cognac.
The two-tone Madrid and the Lisboa, with its Swarovski trim, are two favourites for the season. The micromesh Madrid has DrytecG5 and slip-stop patches for superb grip in the warmest weather with the sweatiest of horses. The Lisboa is made from the revolutionary Roek-Grip synthetic leather which is extremely breathable and elastic, whilst ensuring excellent grip and tactility on the reins. With easy-closure Velcro fastening, both styles are touchscreen-friendly and machine-washable.
www.shawsequestrian.com
www.baleno.be
Mare, Foal & Youngstock NAF has developed Mare, Foal & Youngstock, a broad spectrum vitamin and mineral supplement, which provides calcium and phosphorous in the correct ratio for bone development, with zinc and iron present to ensure absorption of those nutrients into the bone. Copper is added for healthy cartilage formation, along with vitamin E, which supports healthy muscle development. Feeding Mare, Foal & Youngstock as directed to the mare and the foal, will ensure the correct micro-nutrient levels to her foal, supporting a smooth and even growth pattern.
www.naf-equine.eu/uk
Foxy Long Boot 12 years after its first collection of shoes and chaps, developed with Ludger Beerbaum, Freejump has launched its first riding boot designed exclusively for women. Freejump combined all its footwear expertise with the aesthetic vision of Pininfarina, the Italian Design House responsible for the look of the Ferrari. Two years of research and development were devoted to the creation of the Foxy and the Olympic Champion Penelope Leprevost was closely involved in the process.
www.shawsequestrian.com May 2017 www.ebmonthly.co.uk
Equestrian 19 Business
Boett Blanket & Hood
Equine Ice Therapy
The indispensable ice wrap chap for horses post exercise and post injury for every discipline
The original Sweet-Itch rug, favoured worldwide as it really does work. Also used as an effective fly rug by many owners. Recommended by Vets.
✚ Provides Cooling & Compression ✚ Covers all Major Structures in the Lower Leg ✚ Protects Against Injury ✚ Promotes Recovery & Healing ✚ Boost Performance
info@cryochaps.co.uk www.cryochaps.co.uk
Bio-Plus Equine Capsules Specially Formulated for Optimum Immune Support. Trialled for 8 years, non steroidal, fully patented and proven to besafe, with 90% of horses showing an improvement. Feed one a week throughout the year
Sweet-Itch advice 01352 840333/01352 771718 info@itchyhorse.co.uk The National Sweet Itch Centre
www.itchyhorse.co.uk
Keratex Coconut Oil Hoof Balm A premium blend that harnesses the power of natural oils and waxes to condition, protect and care for hooves all year round. Contains coconut oil, beeswax and tea tree for a naturally deep, rich and glossy colour-enhancing finish. Check with your usual supplier for stock availability.
www.keratex.com 01373 827649 KER ATEX HOOFCARE ESTABLISHED 1990
Product Innovation Award Winner 2017 Highly Commended
For advice call 01373 827649 or email info@keratex.com. All emails are answered within one working day.
20 Equestrian May 2017 Care and protect Business www.ebmonthly.co.uk
A BRAND NEW PRODUCT FROM KERATEX!
Summer Ailments
Beat the heat Transitioning from spring to summer is a wonderful time of year for the horse owner. The last tufts of winter coat are falling away, horses have longer turnout and are delightfully relaxed, and above all else, the favourable weather makes yard work a breeze. However, once the tropical temperatures take hold, summer can soon descend into a fly-fuelled nightmare!
S
ummer is all about having the right products available to your customers at exactly the right moment. The warmer months put a much higher demand on your product range as simple, horse owners are riding more often! They will liberally douse their horses in fly repelling formulas, cool off legs with gels and clays, and – of course – all manner of shampoos will be flying off the shelves! Getting in your summer stock early will help you beat the rush as well as enable you to order requested products – meaning customers can rely on you for their favourite products that they will no doubt use up before long!
Focus on flies
The number one problem with warmer weather is flies. Horse flies and midges prefer hot, sunny weather, with no more than a little breeze. Although it is perfect for the winter months, owners with largely flat or level pasture that is sheltered from the wind will likely have a big issue with fly control. If these pastures are also by standing water, or damp, marshy areas,
owners may well be pulling their hair out! You can recommend the most popular fly repelling sprays, ointments, rugs, shampoos and supplements, but for the horse’s wellbeing, it may be worth simply advising customers to refrain from turning out during the warmest portion of the day. In less extreme conditions, many owners can make do with a combination of protective wear that is accompanied by topical solutions when necessary. Make
“The biting insects will turn to the next best thing, which is usually the owner” sure you can offer a range of rugs as one popular option may make some horses too warm, whereas other owners may need rug designs to include belly flaps and ear covers. While they may carry a higher cost, rugs developed using technical fabrics that are lightweight often offer UV protection – a selling point for those interested in
Flies can carry harmful bacteria, so a fly mask is an essential item to stock
showing as it help prevent the coat becoming bleached. The continuation and uptake of rugs with zebra print seems very positive, and the belief that the contrasting colours confuse flies appears to be fact – but owners that are more ‘conservative’ may still prefer a plain design. Face masks are available in a wide range, with some designs covering the whole head, while others are without ear or nose covers. While they all give a great level of relief, horses have a knack of removing them (from themselves as well as any field mates, or even horses in adjoining paddocks) so owners will likely have a budget in mind, and be reluctant to shift even if the design is all singing and dancing! When it comes to fly sprays and topical ointments, owners have to accept that what works for one horse, won’t
necessarily work for another. From the strongest of formulas to completely natural options, nothing is certain from one horse to the next – which is probably already reflected in your range! For best effect, any repelling product should be applied to a clean horse. If they are dusty or dirty, the repellent will simply coat the dirt rather than the fur, meaning it will wear off very quickly. Strong chemical formulas may have proven effectiveness, but owners must be warned that these can cause adverse reactions in certain horses. Common ingredients such as DEET and Permethrin, which are safe for use on animals and are effective against a wide range of horse pests, will cause skin irritation if overused – so make sure your customers read the label before applying! Many products will call for a patch
May 2017 www.ebmonthly.co.uk
Equestrian 21 Business
Summer Ailments test and by pointing this out, you cannot be blamed for selling a ‘faulty’ or ‘dangerous’ product. Many owners will opt to create homemade fly repellents using ingredients such as citronella, cider vinegar and tea tree oil, but it is worth reminding that if they compete in affiliated or international competition, they must ensure they aren’t using any prohibited substances in their remedies. Like sprays and ointments, fly-repelling supplements may work for some and not for others. 'Internal' fly repellents have the effect of either causing the horse’s body to secrete oils that will repel flies, or raise the pH of the horse’s blood enough to put flies off from biting. Such repellents take time to produce an effect so combining these with other protection methods
initially is recommended. The most common ingredient to feed is garlic, which also has benefits for the respiratory system and blood pressure as well as antiseptic, antibiotic and anti-inflammatory properties. It can be fed in granulated, powdered or shredded forms, but recommended feeding rates must be kept to otherwise owners run the risk of causing anaemia by over consumption.
Putting a stop to the itch
Sweet itch is an allergic reaction to the saliva of the culicoides midge. Also known as pruritus, the name describes the unpleasant sensation that leads horses to bite, scratch or rub at their skin. The mane and top of the tail near the croup are the most commonly affected
Access to water is crucial so consider stocking sturdy large tubs
areas, while the withers, neck, belly, ears, forehead and sheath can also be affected. It can be a problem for all breeds of horses, but is more commonly seen in cob types than in thoroughbreds. Sweet itch is notoriously difficult to manage, and with no cure, once a horse develops sweet itch it will recur every summer. A combined approach is needed to stop the cycle, which begins with decreasing the exposure a horse has to biting insects. Recommend fly rugs with hoods and belly flaps, specifically designed for sweet itch sufferers to ensure the strength of the fabric is at a high enough level. If horses are still obviously bothered, recommend they are stabled at dawn and dusk when midges are most active, and offer a protective salve to use on specific problem areas. To stop the itching, owners are best to speak to their vet as prescription medication may be needed – especially if the reaction is severe. Salves containing Neem oil will be effective for more mildly affected horses, which relieve itching, help prevent new bites and encourage hair regrowth. It is also wise to assess a sweet itch sufferers diet to ensure they are getting all the right nutrients to maintain healthy skin. Linseed
“For those competing in warmer weather, dehydration becomes an even more important factor to address”
Think pink Horses with pink skin on their eyes and muzzle, or those with visible cuts and scars are at high risk of becoming burnt in the sunnier weather. Horses with areas of white hair coat colouring usually have pink or non-pigmented skin underneath, making them prone to sunburn. While owners can use a sunscreen intended for children (containing minimal chemicals) it does need to be reapplied regularly, so instead they should use a sunblock designed for horses as these are generally water and perspiration resistant.
oil makes for an excellent option due to the levels of Omega-3 it contains.
Keeping topped up
Horses should always have fresh water available to them, but in warmer weather, it is vital to ensure they have a large enough supply. Horses can consumer between 19 – 38 litres of water each day; especially those in work who need extra water to replace losses through sweat. In the worst case scenario, dehydration can lead to impaction colic as the faeces become abnormally dry in the large intestine, so horses must have constant access to ensure there is a steady supply for internal systems. For horses that seem reluctant to drink, there are additives available that can be added to water – but most owners can try adding a
Rugs for sweet itch sufferers need a full neck and protective belly flap
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+44 (0)1384 877857 www.flyaway.ltd.uk
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Equestrian 23 Business
Summer Ailments Hoof boots will be necessary for owners with barefoot horses if they aren't yet accustomed to the ground
Cold hosing is still an effective method for cooling legs, and can be supplemented by a number of products
touch of apple juice to water instead. For those competing in warmer weather, dehydration becomes an even more important factor to address, as it is crucial for good performance. To compensate for moisture and minerals lost through sweat, horses can be given an electrolyte supplement in water, feed or oral paste in a syringe.
Protection from concussion
The ground can become dried out and hard very quickly with sustained warm weather, which makes riding out potentially damaging. Compacted ground can cause concussive stress and strain on bones, joints and ligaments so advise customers that strenuous exercise should be reserved for specially prepared equestrian surfaces. For horses kept barefoot, it is wise owners avoid vigorous exercise on hard surfaces – only those accustomed to the conditions should be ridden as they will have had time to develop a thicker sole and more upright hoof. Hoof boots are useful to help protect the sole, and may be necessary for customers that are transitioning their horse. When it comes to protecting the legs, little can be done for the duration of exercise apart from ensuring customers complete a thorough warm up and cool down session as well as wear appropriate boots or bandages. However, aftercare is essential to prevent any injuries caused through excessive heat build-up
24 Equestrian May 2017 Business www.ebmonthly.co.uk
in the tendons and ligaments. The hard ground combined with the heating effect caused by leg protection can cause the core temperature in areas such as the flexor tendons to increase, which may cause irreversible damage to the delicate fibres. The traditional method of running water to reduce the leg temperature remains a very effective approach, but for those without access to taps and hoses, such as when out competing, the next best thing are products such as ice boots, ice packs or clay and gel based leg-cooling products. Clay usually acts as a carrier for cooling substances, while gel products are mainly alcohol-based. While they produce a similar result, customers must ensure they follow the manufactures guidelines in regards to whether or not the product needs rinsing or removing after a specific period of time.
“From the strongest of formulas to completely natural options, nothing is certain from one horse to the next” best thing, which is usually the owner. By stocking human specific repellents, you may suddenly become the rider’s best friend! In the same vain, witch hazel and arnica ointments are great for cooling and reducing itchiness in bites for both horses and humans. Exposure to sun is another major rider ailment due to the vast amount of time spent outdoors. Be it mucking out, poo picking, sweeping or doing the daily bring in and out, owners are subject to the suns rays for hours before they even get into the
saddle! While they might not be a common sight on our shores, there are sensible reasons behind the Stetson – it is cool, breathable and offers shade to the face as well as the back of the neck (something the regular baseball cap doesn’t offer) – providing a great level of protection while owners carry out their daily tasks. When it comes to time in the saddle, large rims are available that are placed over the hat to offer relief from the sun, and it is often worth carrying a few hat designs that feature ventilation panels and air vents – no one wants a sweaty head! In terms of dehydration and nutrition, for those of you with customers that regularly spend time at competitions, it may be worth carrying a few items to fulfil these needs. Catering at shows is often limited or basic, and with many riders battling from nerves, a large plate of chips, a bacon sarnie or a burger may not hit the spot. Just as horses need the right fuel to perform, so do riders and with energy gels and nutrition bars becoming commonly used in other sports, it may be the right time for such products to break into the equestrian market.
Overlooked issues
As the majority of retailers, vets and nutritionists focus on the problems the horse encounters during the warmer months; we often overlook the needs of the rider. Many of the ailments mentioned before are experienced by a huge number of horse owners, but as they are preoccupied caring for their fourlegged friends, they often forget about themselves. Here you can truly become a one-stop shop! For one, midges and horseflies aren’t picky! With the horse coated in repelling products, the biting insects will turn to the next
Zebra print products are still very popular
Hoof Growth Continuous plus
Protection
Newuct Prod
Farrier’s Formula® promotes strong and fast growth of the
hoof wall, sole, frog, and heel. Life Data® Hoof Clay easily packs within wall cracks, defects, old nail holes, wall separations and the sulci of the frog. The ingredients iodine and tea tree oil give the product unique properties to provide protection for extended periods of time. cservice@lifedatalabs.com www.lifedatalabs.com
kzetsche@lifedatalabs.de www.lifedatalabs.co.uk
REVIVE
Looking for an Unique Product? Whicker has the answer Riding hats are left clean after every ride! The Ultimate Riding Hat Liner acts as a barrier, protecting the inside of riding hats from sweat, smells and stains. • Designed especially for riding hats • Fits 99% of all hat types • Doesn’t alter hat fit • Each liner lasts up to six weeks • Thin and breathable • Hypo-allergenic • No glue
info@whicker.uk.com www.whicker.uk.com
Each bo x contain s
5
liners
A great tasting powdered feed supplement that easily disolves in water. Helps to maintain & replenish the essential minerals & salts lost through sweat. Dilute 2oz in 4 litres of water. From the makers of NoBute.
www.animal-health.co.uk May 2017 Equestrian 01787 476400 www.ebmonthly.co.uk Business
25
Summer Ailments
Pick of the products
Hooflex Magic Cushion Absorbine Hooflex Magic Cushion hoof packing is an efficient way to cool and cushion bruised soles and sore feet. Ideal for use after work on hard or stony ground, tests show the cooling effect and the cleaning and cushioning properties help to keep soles in good condition, even under pads. Suitable for shod or barefoot horses, it can also provide comfort for laminitis sufferers. Magic Cushion is available in two strengths, Magic Cushion and Magic Cushion Xtreme.
Hypocare
Aloeride
Hypocare by Horseware is a gentle cleansing spray that instantly helps to soothe irritated skin and provides relief from scratching, stings and insect bites. Its nonsting formula is safe even for sensitive skin. A topical application that mirrors the body's own immune system, Hypocare works naturally with the body. The active ingredient is Hypochlorous acid, which is a non-toxic, non-sensitising, antibacterial, antifungal, antiviral solution, and safe to use around eyes and other sensitive areas.
Aloeride is a pure organic aloe vera supplement for horses, which when used in conjunction with fly protection, can help with the horses allergic reaction to biting insects, as well as helping to promote healthy skin and accelerated healing in cuts and sores caused by the horses’ scratching. Aloeride is an easy to administer alternative to feeding fresh aloe vera and is available in one-a-day sachets. Aloeride is tastefree, has a long shelf life, and requires no refrigeration.
www.horseware.com
www.absorbine.co.uk
Braces & Supports
Farrier's Formula Farrier's Formula is a pelleted hoof supplement that can be added as a top dressing on regular feed or given separately. It provides nutrients such as phospholipids, omega fatty acids, vitamins, minerals, which enable horses to build strong connective tissue proteins important for healthy hoof structure and growth. Farrier’s Formula provides proper nutrition to “grow out” wall cracks, strengthen and thicken the hoof wall and sole, reduce the likelihood of microbial invasions and bruising, and assist with laminitis recovery.
www.lifedatalabs.co.uk
Riders often need to support joints with braces for knees, ankles, wrists, elbows and neck, as well as gloves and the popular back brace favoured by jockeys. Worn next to the skin for maximum benefit, each hi-performance Back on Track item features unique Welltex fabric infused with ceramic particles that reflect infrared radiation. The body responds positively, increasing circulation, which can aid mobility, support recovery and help avoid injury.
Derriere Equestrian The bacteriostatic elements of the Derriere Equestrian fabric act by inhibiting the growth or reproduction of bacteria while preserving the normal skin flora. All the materials used for the DEPSS are OEKO-TEX certified, and the DEPSS fabric is the only brand in the world to be certified by ISO 9001 - made with meticulous quality control and attention to detail. Offering maximum moisture absorption, the fabric is ultra-fast drying with great breathability.
www.backontrack.com
www.derriereequestrian.com
The Primal Pantry Are your customers looking for a healthy snack to keep them going during long competition days? The Primal Pantry’s mission is to provide tasty nutritious snack products, which fully compliment a real food lifestyle. The Primal Pantry Snack and Protein bars are made with only a few carefully selected real food ingredients. Made with chopped fruits and nuts, they are gluten free, dairy free, vegan friendly and raw without any nasties.
www.primalpantry.com 26 Equestrian May 2017 Business www.ebmonthly.co.uk
www.aloeride.com
The Ultimate Riding Hat Liner Made in the UK, The Ultimate Riding Hat Liner from WHICKER is a reusable liner designed especially for riding hats to stop sweat, make-up stains, hair products and odours damaging the inner lining. Each pack contains five reusable liners and fits 99% of riding hats, including those with removable, washable liners. The hydrophobic fabric is breathable, hypoallergenic and non-toxic as well as being soft and extremely thin.
www.whicker.uk.com
Summer Ailments
Aniwell FiltaClear
CRYOCHAPS
FiltaClear by Aniwell is a total sun-blocking, reflective, antibacterial white cream. Acting as a totally natural second skin, FiltaClear rubs in to 'near clear' and still provides SPF of 25+, UVA/UVB superior protection. FiltaClear has effective antibacterial qualities that will prevent foreign contaminants and dirt matter entering the protected skin areas, and is ideal for protecting all white skin areas from sun or dew burn.
Ergonomically designed ice wrap chap CRYOCHAPS won highly commended in the 2017 BETA international innovation awards. Created to aid horses in the recovery phase after exercise as well as being an integral part of rehabilitation after injury, CRYOCHAPS have been scientifically designed to help enhance recovery and performance. CRYOCHAPS provide the benefit of compression, which is vital for recovery after exercise, or injury, and also gives a secure fit to the horse’s leg so movement is not restricted.
www.cryochaps.co.uk
www.aniwell-uk.com
Z-itch Pour-On
Koolpak
Z-itch Pour-On is a ready to use liquid that can be applied to the horse’s body once a week to help aid the control of sweet itch in horses that suffer with the condition. The clear liquid contains permethrin, and is simple to apply as the liquid is squeezed into the integral measuring chamber on the bottle before being poured onto the horse. Ideally, treatment should start at the beginning of the sweet itch season, but can commence at any time as required.
Koolpak from Robinson Animal Healthcare provides instant relief to legs, reducing heat and swelling with cold therapy. It lowers the temperature at the site of injury through heat exchange and constricts local blood vessels, which reduces cell damage and fluid build-up. Koolpak is also ideal for use after competing, particularly on hard ground. It provides instant relief to the leg area and is suitable for all horses. The Koolpak will remain effective for up to one hour.
www.robinsonanimalhealthcare.com
MEDI-CARE RX Medicated Shampoo
Keratex Coconut Oil Hoof Balm This premium blend of coconut oil, beeswax and tea tree oil will protect, condition and care for equine hooves, providing a stunningly glossy finish with all the benefits of natural oils and waxes such as nourishment and breathability. Added to this great coconut oil hoof balm is beeswax, which provides a natural gloss. Beeswax gives hooves a lovely sheen while tea tree oil has naturally cleansing and astringent properties.
Shapley’s anti-bacterial and anti-fungal shampoo is proven to help treat, support healing and prevent many skin conditions. Containing tea tree oil and lemongrass oil, Medi Care Shampoo provides quick, effective relief from a variety of skin conditions including Sweet Itch, Rain Scald, Mud Fever and Hives. Medi-Care is gentle enough to be used daily as it won’t strip the natural oils from a horse’s coat and it will leave the hair very shiny.
www.z-itch.co.uk
www.shapleys.com
www.keratex.com
D-Itch Supplement
Boett Blanket
Specifically formulated to help the horse fight unpleasant spring and summer skin conditions, Love the SKIN he’s in D-Itch Supplement provides a unique blend of scientifically verified, naturally sourced antioxidants to efficiently flush out the build of free radicals associated with itchy irritated skin. D-Itch also includes herbs and nutrients to support strong healthy skin from within. For optimum support, customers should supplement with D-Itch prior to the onset of midges.
The Boett Blanket is designed to form a close fitting barrier to protect from biting insects that cause sweet itch. It is made from a unique, tough breathable fabric that is treated with a water and grease repellent, while remaining breathable. It comes in two parts – the rug with integral neck and adjustable belly shield, and Boett Hoods are available separately. The Boett Blanket doesn’t damage hair or cause overheating.
www.naf-equine.eu/uk
www.itchyhorse.co.uk May 2017 www.ebmonthly.co.uk
Equestrian 27 Business
EQUINE NUTRITION
DIGESTIVE HEALTH
Our understanding of equine digestive health has improved dramatically over the last decade. The connection between dietary input and how it affects performance, temperament and growth have been refined and defined, leading to more mindful horse owners and more comprehensive feed ranges.
T
he traditional method of using straight feeds has been widely replaced with the use of compound varieties. The diversity of such feeds is staggering, with each offering a unique combination of protein, fibre, oil, starch and sugars. Feeds are designed around workload and age, and with little other obvious variations, owners often find it challenging to choose the right option for their horse or pony. When customers turn to you for advice, it is essential that recommendations optimise digestive health.
All about fibre
Fibre is the fundamental base for all equine diets. Kate Williams, Technical and Product Development Manager at Dengie, explains, “The horse is an herbivore and has evolved to thrive on a diet based on fibrous material. We are messing with thousands of years of evolution when we try and change the nature of the materials the horse
consumes – that is the challenge for the equine nutritionist – we need to balance health and performance by utilising fibre as much as possible and using starch and oil judiciously.” Looking more closely at fibre, it becomes clear its characteristics have an affect on the entire digestive process. “Firstly, chewing releases (and swallowing carries) buffers to help modulate the acidity of the stomach; at the same time fibre absorbs stomach acid and enables the correct environment for carbohydrate and protein denaturing which aids subsequent digestion,” describes Dr Tom Shurlock, Nutritionist at British Horse Feeds. “This, in turn, helps provide the correct environment along the whole length of the gastro-intestinal tract. “Secondly, the physical presence of fibrous material in the gut maintains gut motility, he continues. “As waves of constriction run along the length
“We are messing with thousands of years of evolution”
28 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
When comparing fibre sources, consider quantity as well as quality
of the gut, pushing against the fibre pushes the intestinal contents along its length; it also helps keep the gut taut, reducing the danger of constriction colic. “And thirdly, as fibre is fermented to slow release energy one of its components is butyric acid. Butyric acid is the main energy source of the cells of the gut wall and has been shown to aid the natural immune function of the gut.”
CHECKING THE LABEL Kate Hore RNutr (Animal) of NAF advises, “Inactive yeast will be listed under the ‘Composition’ section of ingredients rather than ‘Additives’, so that’s a good way to check whether it’s live or dead.”
EQUINE NUTRITION Best source of fibre
When it comes to selecting a specific fibre source, it isn’t a simple question of which is better than another – it needs to be selected based on the individual horse. Emma Nicholls of Blue Chip says, “It is necessary to assess which type suits the horse or pony the best, as some sources contain differing energy levels or are more easily digested than others. Ideally, horses and ponies should have access to grazing as this is easily chewed and digested, however, when stabled, this needs to be supplemented with hay or haylage, which can pose problems to ageing horses who may have an inability to chew through the tougher plant fibres. In this case, a better way of ensuring that the horse or pony is receiving the necessary slow-release energy and calories from the fibre component of their diet is to feed a more digestible source of fibre such as alfalfa, unmolassed sugar beet or an unmolassed chaff to help keep their gut motile and promote a healthy digestive system.”
Starch: friend or foe?
Starch has become labelled as something to avoid, especially for fizzy or excitable horses, but customers must be reminded that it is still a vital dietary component. “Starch is not necessarily harmful to horses and ponies, however when it is fed in excess, it can be detrimental to their heath and digestive efficiency,” continues Emma Nicholls. “When starch is consumed in too large an amount for the horse to utilise, it can migrate into the hind gut, rather than being digested in the stomach and small intestine. This results in the disruption of the balance of the bacterial colonies that reside within the hindgut, reducing the efficiency of fibre digestion which may
A WORD ON TEETH Stephanie George, Nutrition Advisor at Saracen Horse Feeds, advises, “The teeth are the most important part of the horse’s digestive system. Without correct dentition, the horse cannot chew its food properly. Chewing is the first stage of breaking down the feed that the horse eats so that it can continue its digestion throughout the rest of the digestive system. If a horse’s teeth are in poor condition it may also mean that the horse cannot eat enough and this can lead to poor weight maintenance and could increase the risk of digestive upset.”
cause digestive discomfort and conditions such as laminitis from the toxins released from the dying bacteria.”
Balance in the hindgut
The microbes found in the hindgut are designed to ferment the fibre portion of the diet, with the different populations fermenting specific fibre types. The balance of these populations is integral to maintain health and wellbeing – and is directly influenced by the level and quality of fibre in the diet. Liam Gamble, MA VetMB MRCVS, Protexin International Veterinary Business Manager explains, “Hind gut microbes are absolutely vital for equine digestion and general health. Microbes ferment or breakdown elements of the diet (especially fibre) – providing essential nutrients and supporting the cells in the gut lining, as well as producing certain key vitamins such as vitamin B12. In other species, an imbalance in the gut microbes has been linked to allergic diseases such
KEEPING AN EYE ON SYMPTOMS Warning signs for digestive imbalance and ill health can be somewhat difficult to spot. Take ulcers for example, they can be present with little to no external symptoms. Instead, owners need to be aware of how well a horse eats, taking into account salivation, cribbing and windsucking, as well as
digestive disorders like colic. More general symptoms include high temperature, sweating, and irritation. It is also wise for owner to know what is ‘normal’ for their horse in terms of passing. Coat condition and hoof quality will also indicate issues with gut health.
as asthma and eczema, stress, anxiety, diabetes, obesity, and even autism and Parkinsons. In horses, a link is emerging between the gut microbes and laminitis, equine metabolic syndrome and a variety of other diseases. The gut microbes are best supported by proper diet, specifically by feeding lots of fibre, and limited starch, and reducing stress. To further supplement the levels of health positive microorganisms, a probiotic prebiotic supplement should be fed.”
Pre and probiotics
Enhancing digestive health goes hand in hand with pro and prebiotics. Essentially, probiotics are live microbes, used to describe both live bacteria and live yeast, whereas prebiotics are not live. “The definition of a prebiotic is a non-digestible feed ingredient that stimulates the growth of beneficial bacteria in the hindgut,” describes Dr Tom Shurlock. “They are usually small fibre components – oligosaccharides – which pass through the small intestine and are then fermented by hindgut bacteria. However, there are larger fibre components, like soluble fibres – pectins for example – that show the same characteristics. Most prebiotics are based on the sugar fructose – fructooligosaccharide (FOS) - mannose and sometimes galactose. This is because they have been shown to have a positive effect on several species of bacteria. Many are obtained from yeast cell walls, but
“Starch is not necessarily harmful to horses and ponies” are usually extracts. “Probiotics are live colonies of micro-organisms,” Dr Shurlock continues. “Traditionally they have been cultured from the dairy industry – L. casei for example – and were used in human nutrition to add to the acid generating bacteria in the small intestine. Although they may have a benefit in canine nutrition they do not have a useful role in equine nutrition.” Yeast is another common element involved with the promotion of digestive health, as Liam Gamble explains: “The yeast Saccharomyces cerevisiae is the only organism licenced in the EU due to its safety and effectiveness. S. cerevisiae survives passage to Yeast can be either pre or probiotic
May 2017 www.ebmonthly.co.uk
EQUESTRIAN 29 BUSINESS
EQUINE NUTRITION
Westgate Laboratories POSTAL WORM COUNTS & TESTS
passionate about good parasite control
Gut health has repercussions for performance, behaviour as well as wider wellbeing â&#x20AC;&#x201C; ensure your customers understand its importance.
ASSOCIATE MEMBER
the hind gut where it promotes the growth of lactic acid utilising bacteria, making the gut less acidic. These bacteria tend to be good at digesting fibre, allowing the horse to make more of its food whilst potentially decreasing the risk of laminitis or obesity.â&#x20AC;?
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h their Help your customers on track wit . 2017 worm control programmes.. contact 01670 791994 us info@westgatelabs.co.uk 30 EQUESTRIAN May 2017 | www.westgatelabs.co.uk BUSINESS www.ebmonthly.co.uk
Equestrian Business turned to select manufacturers to find out the common digestive health myths they are regularly correcting. ď ş Jane Buchan of Baileys Horse Feed said, â&#x20AC;&#x153;If the customer is feeding a good quality conditioning feed, at recommended levels, yet the horse is not gaining condition, we ask about fibre intake. Some horses are not good forage eaters so, even if given ad lib hay or haylage, they may not eat sufficient for gut health and efficiency. This then has the knock on effect that the horse cannot utilise the compound feed well enough to receive the full benefits. We then recommend
ANTHELMINTICS It is wise to warn owners with concerns about their horseâ&#x20AC;&#x2122;s gut health that the use of anthelmintic drugs (wormers) can cause huge changes to gut balance. Overuse can cause inflammation, impede motility and alter the microflora â&#x20AC;&#x201C; all of which are worsened when there is a large worm burden. To avoid causing upset to the gut system, owners should undertake a targeted worming scheme based on worm counts and tests, only treating when necessary.
offering a choice of alternative fibre sources, including alfalfa chaffs, soaked beet pulp, fibre nuts or nuggets and soaked alfalfa/beet pulp combinations. These are not only generally more digestible than long forage but can also be offered in separate buckets from the hard feed, giving the horse choice to encourage natural foraging behaviour, when stabled, and hopefully increasing the overall amount of fibre consumed.â&#x20AC;? ď ş Katie Williams of Dengie addressed the myth that NIS pellets are abd for horses. â&#x20AC;&#x153;In actual fact, the process used to break down the structure of the fibre results in the production of bicarbonate so if anything, NIS pellets may actually help to buffer acidity in the gut.â&#x20AC;? ď ş Kate Hore from NAF added, â&#x20AC;&#x153;Generally I think owners are becoming more educated, particularly regarding things like the importance of a high fibre diet. One of the most relevant misconceptions we come across these days is the old Golden Rule of Feeding â&#x20AC;&#x2DC;Donâ&#x20AC;&#x2122;t feed before riding.â&#x20AC;&#x2122; While we wouldnâ&#x20AC;&#x2122;t advocate a large meal before work, just as we wouldnâ&#x20AC;&#x2122;t for ourselves, it is actually a really good idea to feed a small fibrous feed right before riding. Something like a good handful or two of hay, which then sits as a mat on the stomach acid and is one of the simplest ways of helping to control stomach ulcers, which all horse owners should be doing.â&#x20AC;? It is wise to warn owners with concerns about their horseâ&#x20AC;&#x2122;s gut health that the use of anthelmintic drugs (wormers) can cause huge changes to gut balance. Overuse can cause inflammation, impede on motility and alter the microflora â&#x20AC;&#x201C; all of which are worsened wern there is a large worm burden. To avoid causing upset to the gut system, owners should undertake a targeted worming scheme based on worm counts and tests, only treating when necessary.
EQUINE NUTRITION
PICK OF THE PRODUCTS PROZYME
GASTRIAID NAF GastriAid is a high quality nutritional supplement designed to promote gut and stomach health. GastriAid is an advanced formula containing a unique blend of key ingredients to maintain gastric health, soothe the stomach wall and support the balance of pH levels within the gut. It is useful for supporting and maintaining the digestive system, as well as encouraging a healthy gut environment.
Prozyme, from The Animal Health Company, is an easy to use powder supplement aimed at the digestive system. Pro-biotics are naturally occurring cultures of specific strains of beneficial bacteria. This pro-biotic powder works in the digestive system and overpopulates bad bacteria with beneficial bacteria. The introduction of this bacteria will help to maintain balance as nature intended. Packaged in resealable tubs with a year date from opening, Prozyme is easy to use and easy to store.
www.animal-health.co.uk
BAILEYS DIGEST PLUS Horses repeatedly exposed to stressful situations, like travelling or competing, can benefit from the regular addition of Baileys Digest Plus prebiotic to their diets. Baileys Digest Plus acts as a food source for existing beneficial gut bacteria, enabling them to proliferate at the expense of any pathogenic species. With the microbial balance in the hind gut maintained, its efficiency is optimised, improving fibre digestion and sustaining overall good health.
www.naf-equine.eu/uk
IMMUN-OCEAN GASTRO Gastro is a 100% natural feed supplement comprising of Ascophyllum nodusum and Lithothamnium, which provides a formulated balance of vitamins and minerals. It contains soothing properties to help ease irritation and promote intestinal health as well as a healthy balanced digestive system. Gastro encourages the growth of friendly bacteria for regular gut function and is specially formulated for competition horses with gastric issues.
www.baileyshorsefeeds.co.uk
www.ksbequine.com
WORM COUNT SERVICE
BLUE CHIP ORIGINAL BALANCER
Profit from best practice by offering a quick, easy to use worm count service to your customers for horses, chickens and other grazing animals. Westgate Labs supply customised materials free of charge; you sell worm counts to clients who post their samples to the lab. Samples are tested and results returned to you on a same day service. You deliver the customer result, give advice and have your SQP prescribe any necessary wormers, so developing customer rapport. Service billed monthly in arrears.
Ideal for maintaining digestive health Blue Chip Original contains a comprehensive probiotic, which increases fibre digestibility and restores healthy bacterial balance in the gut. Also included are Nucleotides, the building blocks of DNA and RNA, benefitting the diet by improving nutrient absorption, reducing lactic acid production and improving stamina. Both whole cereal and molasses free, the formula provides optimum levels of vitamins, minerals and nutrients.
www.westgatelabs.co.uk
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May 2017 www.ebmonthly.co.uk
EQUESTRIAN 31 BUSINESS
PITUITARY PARS INTERMEDIA DYSFUNCTION PPID sufferers require regular worming due to a compromised immune system
P
PID was originally known as Equine’s Cushing’s disease due to the similarities it seemed to have with the canine and human varieties. However, on discovering that circulating cortisol wasn’t increased in suffering equines (as it is human and canine cases), the term PPID was developed to differentiate the equine issue. PPID is a hormonal disease caused by changes in a horse’s pituitary gland - located at the base of the brain. Usually, this gland is regulated by dopamine and produces a variety of hormones that are distributed around the body in the blood, maintaining and controlling a number of bodily functions. “Horses and ponies with PPID don’t produce enough dopamine,” explains Dr Helen Uden. “This means that the pituitary gland is unregulated, and produces too many hormones. One of these hormones is called ACTH - which is the hormone we test for to
“Owners should be encouraged to use weigh tapes on a fortnightly basis”
UNDERSTANDING THE FACTS Ten years ago, Equine Cushing’s disease was considered a rare hormonal disease and believed to be similar to the human and canine diseases. Since then, the veterinary understanding of the disease has developed hugely and Cushing’s is now recognised as Pituitary Pars Intermedia Dysfunction (PPID). Equestrian Business examines PPID with help from Dr Helen Uden, veterinary surgeon at Boehringer Ingelheim.
THE RELATIONSHIP WITH LAMINITIS PPID and laminitis are usually seen grouped together, as Dr Uden explains. “One line of current scientific thought is that the elevated hormones associated with PPID may somehow affect insulin regulation. It is known that
32 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
high insulin levels can cause laminitis. “If PPID somehow interrupted normal insulin function, then horses with PPID who were given access to a high sugar diet (e.g. lush grass) may develop higher
than normal insulin levels, and this may cause laminitis. This could explain why a horse with PPID may develop laminitis whereas a horse without PPID may not when they are grazing on the same pasture.”
diagnose PPID. The clinical signs of PPID are likely to be associated with these elevated hormone levels, but the exact link between the elevated hormones and the signs of PPID is still unknown.” The 2016 National Equine Health Survey found that PPID was the fifth most frequently reported disease syndrome in equine in the UK, Dr Uden reports that recent research and interest has found that over 20% of horses over the age of 15 years are affected by the disease. Fortunately, the ability to diagnose PPID has seen major advances over the last ten years, and now blood tests are available to measure the levels of ACTH in the horse’s blood. “This has meant that we can now carry out a simple diagnostic test to determine whether a horse has PPID,” comments Dr Uden. “Another major advance in the last ten years has been the development in our understanding of how ACTH levels fluctuate throughout the year in both normal and PPID horses: this has meant that vets can now confidently test horses for PPID throughout the year rather than
PPID
PPID sufferers require regular worming due to a compromised immune system
“Owners also need to review their horse’s feeding program in line with expert advice” nutritional plan will not only help to restore good body condition, but will also be important in reducing the laminitis risk for that horse. “Horses and ponies with PPID are up to five times more likely to suffer from laminitis than those without the condition. Medication will help to control the clinical signs of PPID including laminitis, but because PPID is not the only risk factor that will affect whether a particular horse develops laminitis, owners also need to review their horse’s feeding program in line with expert advice.”
just in the non-autumn months as they used to have to do.”
Monitoring is key
Owners cannot prevent their horse or pony from developing PPID if they are genetically predisposed, and should instead monitor for signs of the disease to ensure PPID is quickly detected. “A prompt diagnosis means that owners can make important management decisions which will influence the effect PPID has on their horse,” Dr Uden explains. “Not only can owners administer medication to treat PPID, but they can also make changes in nutrition, exercise, farriery, dentistry, and routine healthcare which will benefit a horse with PPID.” Although the signs of PPID will vary between individual cases, they include: Laminitis Lethargy Increased urination/thirst Fat pads around the eyes (peri-orbital fat) Changes in body shape (a reduction in muscle and a change in the areas of fat deposition leads to a pot-bellied appearance) A long and/or curly coat (hirsutism) Unusual sweating patterns Recurrent infections Dr Uden adds, “Apart from laminitis, many of these signs may be subtle and insidious in onset and therefore difficult to
spot. Because of the prevalence of PPID in horses over the age of 15, and the risk of laminitis that this disease brings with it, it is recommended that older horses are routinely blood tested to monitor for PPID.” Currently there is only one medication in the UK licensed to treat PPID, which is available on prescription from veterinary surgeons. Once treatment begins, recommendations follow that horses are blood tested every six months to ensure that the dose is correct. “There are some nutraceutical products which may claim to treat PPID, but horse owners should be aware that these often cost the same as the licensed medication, and there are no robust trials to show that any of these work,” comments Dr Uden.
consider the evidence behind any treatment program.”
Feeding principals for PPID
Much like feeding any horse, the feeding requirements of a PPID sufferer depend upon their body condition score, as well as at which stage of the disease they are diagnosed. “When a horse is diagnosed with PPID owners should seek advice on the best nutritional plan from their veterinary surgeon,” comments Dr Uden. “A good
10 PLUS PPID is more commonly seen in horses and ponies over the age of 10 years, with the risk of incidence increasing significantly with age. When compared to a young horse under 10 years old, a 15-20 year old horse is 3 times more likely to have PPID and a 25-30 year old horse is 10 times more likely to have PPID.
Grazing muzzles make for essential stock
“Over 20% of horses over the age of 15 years are affected by the disease” “The ingredient ‘agnus castus’ or ‘chaste berry extract’ is often included in nutraceutical products based on a small number of studies: again horse owners should be aware that this is not a licensed PPID treatment and there is no proof that it works. When considering how to manage a disease that has the potential to increase an individual horse’s laminitis risk, it is important to
May 2017 www.ebmonthly.co.uk
EQUESTRIAN 33 BUSINESS
PPID
PPID is more commonly seen in horses and ponies over the age of 10 years
TALK ABOUT LAMINITIS Talk About Laminitis (TAL) is a very useful initiative designed to raise awareness of the link between laminitis and PPID, and a valuable resource to share with customers. TAL is free online platform where horse owners can create a profile for their horse and enter diary entries to monitor and track their individual horse’s progress. Care & Connect provides owners with access to FAQs on PPID management, the opportunity to pose questions on PPID to a panel of experts, and the option of receiving email reminders when their horse may be due a monitoring test. Owners can also download a useful information guide about how to manage a horse on PPID. The resource is especially useful as owners of horses showing any signs of the disease can receive a free test to find out whether their horse has PPID or not. With complimentary laboratory fees, this test identifies ACTH levels and is run from 1st June – 31st October 2017 (do note, vets will usually charge a visit/ blood sampling fee that will still be payable by the owner). For more information, visit: www. talkaboutlaminitis.co.uk
34 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
Supporting your customers
Alongside medication, there are a number of management decisions that owners can take to improve the quality of life of horses and ponies with PPID, which you can help provide for. To start, ensure you have a readily available selection of bedding and potentially rubber matting - PPID sufferers that are underweight or have laminitis will find a deep bed far more comfortable. Wormers are also useful to carry all year round as horses with PPID have a reduced immune function and require regular worming. Owners should be encouraged to use weigh tapes on a fortnightly basis to monitor changes in their horse’s condition and stable toys can make excellent stock for relieving boredom in those on restricted diets. In the same vain, carrying grazing muzzles and electric fencing bundles is especially useful for those with overweight equines that need restricted grazing. In regards to coat care, clippers and grooming kits are useful
in non-treated PPID horses with thick coats, or horses at the beginning of treatment. It is important that the coat is appropriately clipped and appropriate rugs are used to ensure the horse is not too hot or cold. Amino acid supplements that are designed to support the natural growth and repair cycle of muscles, such as Equitop Myoplast, can also be useful. Dr Uden adds, “In horses with PPID where there has been a
“Wormers are also useful to carry all year round as horses with PPID have a reduced immune function” loss in muscle and an owner is trying to get the horse back in condition, this can be a helpful support when used alongside an appropriate exercise regime.” In addition to carrying specific stock, you also have an important advisory role. When
customers come to you asking for recommendations about laminitis supplements and food, Dr Uden says, “Ask them whether they have had a PPID test from their vet within the last year. A negative result one year does not mean that that horse will never develop PPID.” Similarly, if owners mention that horse is displaying certain symptoms like a changing coat or if they notice that the stable bedding is needing changing more often because it is always wet, check whether their vet has examined the horse, as these may all be indications of the disease, and the horse will require a PPID test. An often forgotten factor for those in ridden work is saddle fit. “When a horse’s body condition changes through developing PPID, and then through treatment of PPID, it is important to check that the saddle still fits to prevent soreness,” explains Dr Uden. As such, it will be useful to carry the details or business cards of qualified saddle fitters that work within your area, which can be supplied to customers.
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XPLORER CORDLESS Whether grooming, trimming or preparing for a competition, customers need a versatile clipper that’s easy to use. Swiss engineering experts Heiniger have a product that promises to reduce the stress of clipping for horses and their owners. The Xplorer Cordless Clipper completes the Heiniger X-Series and provides a safe way of clipping horses, with no cumbersome power cords. The innovative Xplorer combines Li-Ion battery technology with a unique body design to help users achieve a perfect clip with ease.
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May 2017 www.ebmonthly.co.uk
EQUESTRIAN 35 BUSINESS
BREEDING
NEW ARRIVALS
Until relatively recently, breeding in this country stemmed from sentimentality rather than professionalism and a strong business head.
A
difficult mare (meaning temperamental and unreliable) was often put in foal. A mare that had broken down in competition largely due to glaringly obvious conformation defects. Stallions were selected for reasons relating to convenience - ‘he’s just up the road’ or ‘he has a lovely head’ with little or no thought given to conformation, movement and ability. Inevitably, the progeny was disappointing at best – disastrous at worst. Breeding rubbish (for a lot of the stock produced was just that) was a very, very expensive hobby. Often the mare’s owner intended to keep the foal, a decision made out of fondness rather than sense – and anyway, selling could be difficult if not impossible because buyers are generally more realistic. But in any event, was it fair to risk producing a youngster likely to inherit a
36 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
number of highly undesirable defects? And if such a youngster was sold, what about its long-term future? Breeding is not a cheap pastime and it demands a great deal of time and commitment. Producing poor quality doesn’t save money – in real terms it is the most expensive option.
“Breeding is not a cheap pastime and it demands a great deal of time and commitment” Fortunately in the last few years, things have really changed and whereas once upon a time the quality of the horses we were producing was way behind mainland Europe, today British sport horse breeding is highly professional. This is recognised
by leading riders and trainers in this country and abroad, and a number of bloodlines are building enviable reputations. The UK has, of course, always been recognized for the diversity of its native breeds. Today several are on the Rare Breeds Survival Trust lists; the Critical list indicates there are less than 300 registered breeding mares, Endangered covers those that have less than 500 registered mares, Vulnerable is less than 900 and At Risk is less than 1,500. Several of our most influential breeds are included in the lists – the saving grace may well be the work being undertaken by knowledgeable and dedicated breed societies.
What to expect in store
The natural breeding season the oestrus cycle for mares - is related to light levels which is why it is sometimes said that
Midsummer Day is when a mare is at her most fertile. It is a fact that the highest pregnancy rates are recorded between May and August. The Thoroughbred industry is unique in that (since early in the 19th century) the official birthday of all foals is 1st January. This results in an ‘artificial’ breeding season commencing 15th February. Obviously from the perspectives of the racing industry, the earlier the birth of the foal – closest to 1st January – the better. As the breeding season is now underway, retailers will generally be dealing with two very different types of client. The needs of the professional stud are not the same as that of the private breeder. Dealing with a large Thoroughbred stud is not the same as dealing with a stud producing sports horses. Generally speaking, the needs of the large TB stud are handled
BREEDING direct under contracts and, for most retailers, their involvement with breeders is likely to be limited to private individuals. It is this group who look to their retailer to provide advice and information – and this especially applies to the owner whose mare is about to produce her first foal, or to the owner whose mare is about to be put into foal for the first time.
Making the most of the season
Retailers may find it worthwhile putting on a special Breeding Event offering a range of specialist information and advice. The event, although tailored to the needs of the private breeder, will also appeal to the proprietors and staff of small studs. It may well be of interest to students undertaking related courses and to riding club and Pony Club members - and opportunities to extend customer loyalty should never be underestimated.
“Demand may be very limited and it may well be impossible to compete with the prices offered online” What to include
Feed and condition are paramount. Providing the mare’s needs are looked after, the first few weeks of the foal’s life should be nutritionally perfect. Nature is very clever - the milk produced by a mare during the first few days of lactation changes at a rapid rate equal to the needs of her offspring. At the same time, her own nutritional requirements undergo changes. Leading feed processors, nutritionists and other specialists have undertaken a vast amount of research into this subject and there is every reason to take advantage of their expertise. The large feed processors all offer highly specialized advice to cover the needs of the mare before going to stud, whilst she is in foal and after birth. They can also discuss a foal’s changing needs and provide in-depth advice about weaning. Pasture management is important to all horse owners (at all times) none more so than when dealing with brood mares and youngstock and the Breeding Event should include specialists
able to offer advice about paddock management. The owner may have taken ‘grass’ for granted – somewhere to turn her mare out for a few hours rest and recreation – but now things must be considered more scientifically. Youngsters play and will need paddocks to have a ‘bottom’ that will help to protect vulnerable joints from trauma. We need the paddock grasses and herbs to afford a healthy nutritional balance – but horse owners often seek paddock advice from agricultural merchants whose expertise may be limited (for example) to offering advice to farmers whose needs relate to the best grasses to increase milk production or to raising beef cattle. A great deal of research has been undertaken in recent years and the importance of ‘the right’ grass is much better understood. Make certain the individual/business selected to give advice is expert in dealing with horse pasture. At the same time, we know far more about the benefits of natural herb selection. The equestrian industry is seeing increasing numbers of people offering advice about herb mixes and this would make another interesting inclusion, but that individual will want to liaise closely with the expert chosen to offer advice about paddock management. It is important to achieve the right balance throughout the pasture. Including an equine vet whose clientele includes a number of studs/private breeders would be helpful. Fencing – always vastly important – is especially significant when dealing with a
Demand for specialist equipment may be limited so understand your clients needs before stocking
broodmare or youngster. Most areas of the country have access to a fencing contractor who offers services built on specialist understanding of equine needs – not an agricultural fencing merchant who wants to surround everything with sheep fencing! Definitely an asset to include a specialist at the Breeding Event, and look into the possibilities of forming a partnership that could produce commission long-term. Water provision. Every owner knows that it is essential for their horse to have access to clean, fresh water at all times, and this certainly applies to in foal and lactating mares. More often than not water is supplied via an auto-fill system direct to a trough located in the paddock but not always and filling troughs via a hosepipe or by buckets is far from the best option. And of course, providing water in an old bath or similar container (it does happen) is totally unsatisfactory. Invite a contractor who provides specialist services to take part in the Breeding Event – and again, suggest an on-going arrangement involving commission for introductions that result in orders. Bedding is something else that needs consideration. The vet attending the Breeding Event could be asked to discuss this
important subject. Such as the advantages and disadvantages of providing the mare with a straw bed whilst giving birth, or the best bedding to provide during the foal’s first few days of life. Onto specialist equipment and most retailers will probably want to be very careful before extending stock to include specialist stud items because demand may be very limited and it may well be impossible to compete with the prices offered online. Why not invite customers who have an in-foal mare (especially first-time) to discuss any ‘special orders’ they may want to place? Looking at the foaling process, whether or not it is the first foal or not, owners will go through the foaling processes in their minds over and over. Stage one can appear similar to colic – restless, sweating, turning round and round. Stage two: the mare’s water breaks and she begins pushing and straining and the foal is born. Stage three occurs when the placenta is expelled. No matter how many books have been read or how many videos have been watched, owners will welcome the opportunity for discussions with an experienced stud groom and persuading one to be part of the Breeding Event will be a real coup!
Secure fencing and safe pasture are essential for broodmares and youngstock
May 2017 www.ebmonthly.co.uk
EQUESTRIAN 37 BUSINESS
CUSTOMER ADVICE
LESSONS IN LIABILITY A teenager left paralysed after falling off a thoroughbred is set to receive more than £3m after winning a High Court case against the horse’s owner – a ruling that will have important repercussions throughout the equestrian industry.
A
s the fount of knowledge for all things feeding, bedding and much more, advising your customers about insurance is far less common, but nonetheless as important. After a four-year legal battle between Harris and Miller, the court found in favour of the paralysed teenager (Harris) as among other factors, horse owner Miller hadn’t assessed whether or not her horse was a ‘good match’ with the rider. Cited as a breach of duty, this ruling may mean that any horse or pony owner could be held liable for millions of pounds in compensation if someone is injured in the saddle. As such, it may be wise to advise customers to refresh their understanding of what their insurance covers (or even take out new policies) to ensure they are fully covered for all eventualities. Expert personal injury lawyer Sarah Coyne, of law Midlands firm mfg Solicitors, said: “Owners are now obliged to ensure they know the horse and the intended rider and that they have assessed the risk involved in allowing that rider into the saddle. It’s very clear, especially after this recent court ruling, that if they have not done everything in their power to remove risk, and the rider is hurt, then there could be significant financial penalties. “The most important thing is to have public liability, or another
Owners need the right package, at the right level
appropriate form of insurance, and to know the ability of the horse and rider. The ruling has made absolutely clear that it is the owner of the horse and/or the riding club’s duty to ensure that whoever rides is capable of handling the animal safely. If that duty isn’t met then the consequences can be severe and devastating, both in terms of injury for the rider and the cost to the owner.”
Ticking the boxes
Horse riding is a risk sport, but the risks must be calculated
38 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
While most people within the industry recognise the high risks associated with not only riding but also working around horses, it is still vital to make sure customers have their backs covered in case of any accidents. Accidents can cause minor injuries through to paralysis and in the worst-case scenarios, death. Proprietors of licensed riding schools will already have adequate insurance policies to
cover such scenarios, but the average horse owner may not – and may not even realise the consequences of lending out their horse or asking a friend to ride it. Even with the best intentions, accidents can happen, and if an accident were to trigger a long-term condition or put the injured party out of work for any length of time, it is likely that compensation will be sought. In the case of Harris v Miller, Mrs Miller’s insurance indemnity was insufficient to meet the full value of the claim, and so it is vital for customers to also understand that they need the right insurance package as well as the right level of cover. While the nitty gritty details of insurance policies aren’t usually a conversation to have while at the till, simply understanding the basic level of cover all horse owners should have, can enable you to point customers in the right direction.
“Any horse or pony owner could be held liable for millions of pounds in compensation” Their horse insurance needs to cover personal accidents (otherwise known as Personal Accidents Insurance) as well as third party liability, which will cover legal costs and compensation for any accidents involving their horse. It may also be highly beneficial for those who ride to take out personal rider insurance, which covers the individual while riding another person’s horse. Lastly, owners need to have truthful discussions with riders before they don their boots, to ensure information about the horse’s nature, characteristics, attitude and experience match that of the rider’s ability.
KEN LYNDON-DYKES
AN INDUSTRY IN CRISIS
Saddle fitting: I cannot think of any area of the retail trade that offers an even remotely similar degree of expertise – but our skills are being taken for granted. In fact, more than that, we are being abused. It’s way beyond a joke. Way, way beyond. I am referring to the purchase of saddles off the internet. I have referred to the associated problems previously but never with the same feeling of despair. The Society of Master Saddlers has long preached the importance of having every new saddle fitted. The SMS has explained, many times, that it is even more important to fit second-hand saddles because they will have adapted to the contours of the horse on which they were regularly used thus possibly encouraging asymmetry (‘crookedness’) and other problems. The majority of horse owners understand and comply with these messages. That is good – but – but – but … The ‘buts’ are accumulating. Horse owners don’t hesitate to book a saddle fitting. They are happy to discuss their needs in full, either over the telephone or during a visit to retail premises. They provide comprehensive information about the horse – breeding/type, age, height, conformation and wither type, fitness, schooling/experience level, idiosyncrasies, and so on. The saddle fitter asks for equally comprehensive information about the rider (or riders): gender, guide to age, height, build/weight, schooling/experience level, idiosyncrasies – and so on. Eliciting this vital information is not a five-minute job, some questions demand a serious degree of tact. What lady wants to admit that she is overweight
and fat? Put more delicately? Try Rubenesque? Voluptuous? Well built? Surely more acceptable than chunky, hefty, obese, pudgy, gargantuan – even plumpish? Customer loyalty may well depend on the delicacy of the phrase! I jest (but joking apart) undertaken properly and with due respect for horse and rider, saddle fitting demands genuine knowledge and expertise – and it takes up a great deal of time. So, having obtained and evaluated all the information, discussed budgets, brand preferences and so on, the saddle fitter should be ready to select six – 10 saddles likely to fulfil the criteria. I say ‘should be’ because even at this stage it is often necessary to put the owner’s thinking ‘right’! It isn’t unusual for
“Manufacturers are failing to value their retailers to the point of being happy to see them driven out of business” a client to be fixated on a saddle design that simply won’t be right for their horse; explaining takes time! The client’s premises might be some distance away. The fitting processes – thoroughly and conscientiously carried out – will involve a great deal of time. The fitting went well, the client enjoyed riding in the saddle and
The horse bears the brunt of its owners decision finally she and saddle fitter agree on a particular make and model. Theoretically, the transaction should be virtually completed. But no – the client ‘will be in touch tomorrow’. Surfing the internet, more likely than not the client soon finds she can buy the same brand and model saddle at a better price. Not surprising really when you realise that no ‘service’ is involved, no lengthy fitting procedures undertaken, no travelling, and bar the saddle having some sort of defect – no real responsibility. One point horse owners don’t recognise: UK-made saddles remain very much craftsman/individually made, thus no two saddles are exactly the same and so there is no guarantee that the saddle bought off the internet will fit as well as the one fitted by the saddle fitter! Who loses out? Well if the fit is inadequate, it will be the horse! Some manufacturers are selling direct - some of them offer SMS qualified fitting services. They can undercut the saddlery retailer because they do not have any of the overheads associated with retail premises. Then there is the problem associated with manufacturers who sell direct but don’t offer saddle fitting services. The horse owner buys a saddle direct from a manufacturer at way below the RRP and then books a saddle-fitting check with a local saddle fitter. That saddle fitter assumes responsibility for any problem that subsequently occurs in relation to the fit of the saddle – a huge responsibility. All this indicates that manufacturers are failing to value their retailers to the point of being
KEN LYNDON-DYKES ❚ Ex-international level three-day-event rider. ❚ Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, ❚ Owns and runs SaddleWorld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes. ❚ He is also well-known as an inspirational and interesting lecturer/speaker. happy to see them driven out of business. Add to this the fact that a number of spurious ‘saddle-fitting qualifications’ have been set up – some of which aren’t worth the paper on which they are written. I am certainly not aware of any that are monitored in a similar way to the SMS qualifications. The problem is that the average horse owner, conscientiously seeking a ‘qualified saddle fitter’, fails to realise that some ‘qualifications’ qualify the individual for virtually nothing! If this state of affairs continues, the part of the retail trade concentrated on saddles will go into decline and eventually businesses will go under. At the same time ‘saddle fitting’ and the professionalism associated with it will deteriorate because the over-arching controls set up by the SMS will be undermined. What – if anything – can we do? A few years back some sections of the retail trade felt very threatened by mail order catalogues but the influence of these gradually diminished and today relatively few remain. Nothing stands still – everything evolves – what goes around tends to come around. Maybe!
May 2017 www.ebmonthly.co.uk
EQUESTRIAN 39 BUSINESS
Let’s Products WhatTalk to stock for successful sales....
There’s often no need to change an owner’s favourite product
TOP CLASS TURNOUT Coat care is important 24/7, but the competition season undoubtedly takes precedence
W
e have said it before and we say it again – the ranges of coat care products are mind-blowingly good but even the very best don’t eliminate the need for hard work! Groom using that super-important tool: elbow grease. Another thing to remind customers: a shiny coat (like shiny hair in humans) begins with correct nutrition. And – although very, very rare – a small number of horses produce allergic responses to a very small number of coat care products. Skin allergies (growing in number) mainly occur in the summer and triggers include sunlight, insects, grasses and herbs. Very few stem from coat care products. Occasionally a horse owner may complain that her horse has developed areas of sensitivity – even sores – since she began using a specific coat care product. The chances are that the product was not responsible. The range of coat care products continues to grow and customers really depend on expert advice from their retailer and so it’s essential to keep up-to-date with what is new on the market. At the
40 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
same time, many of the triedand-tested products take a lot of beating and there is no point in an owner changing a favourite that does the job very well simply for change’s sake! So termed ‘natural’ or ‘botanical’ ingredients (coconut oil, aloe vera, tea tree oil etc.) have featured in beauty products for a long time and they are making larger and larger contributions to products destined for the equine and canine markets. What do horse and pony owners find the most difficult problem to tackle in relation to coat care? Almost undoubtedly stable stains – especially when dealing with a grey or a palomino. Most of the professional yards limit the problem by rugging-up their show animals with a very light sheet 24/7! Earlier in the year, we undertook some research to evaluate some of the most popular remedies to deal with the problem associated with greys/stable stains, which included Wahl Diamond White Shampoo (based on natural ingredients cucumber, passion flower, lemon and lime) and Liquid Gold Chalk Whitener.
Frequent comments or requests for advice
Certain shampoos make the horse’s coat slippery: the chances are that rinsing was inadequate! Some shampoos make the horse’s coat dry out: before deciding the product is at fault, check that the manufacturer’s directions have been followed to the letter – especially in regard to rinsing. Can shampoos produced for horses be used on human hair? Some owners use the same product to shampoo their own hair and declare themselves totally satisfied! Humans and horses share a similar pH factor and the ingredients used in the shampoos are similar. Check out comments on social media. Do the very cheap horse care products from abroad that are available online, really work? Buying unknown products from an unknown source is very risky. UK-produced horse care products are made to exceptionally high standards employing tried and tested
Remind customers that their brushes should be regularly cleaned too!
ingredients. Retailers stocking these products have access to additional help and advice should it be needed. The adage ‘You get what you pay for’ tends to be right most of the time! Can coat care products be stored for lengthy periods? It is possible to store most products (same as with those intended for humans) in suitable conditions for a long time but always refer to manufacturers’ specific instructions. Can coat care products (such as shampoos) produced for horses be used for dogs? Yes – usually – but check manufacturers’ guidelines. Some are expressly made for horses, dogs and other domestic animals. Why not invite customers to add a picture of their beautifully turned out horse or pony to a photo library?
Let’s Talk Products ABSORBINE
ABSORBINE
ShowSheen 2-in-1 Shampoo & Conditioner
ShowSheen Original Hair Polish & Detangler
ShowSheen 2-in-1 Shampoo and conditioner deep cleans and conditions hair in one easy step, eliminating the need for a separate conditioner and leaving the coat, mane, and tail incredibly soft. It contains pro-vitamins to nourish the coat and skin, leaving hair soft, strong and more manageable. It also deep cleans and revitalises, restoring brilliance and shine. Specially developed for the sensitive skin of horses, it is sulphate and paraben free.
ShowSheen is uniquely formulated to provide a healthy shine and make grooming easier. Containing silk proteins and pro-vitamins to nourish and strengthen the hair, ShowSheen can be used on tails and long manes regularly to condition the hair, remove tangles and prevent hair breaking when brushing. It can also be used on the body to smooth the coat and accentuate body tone. ShowSheen is ideal before applying quarter marks and to add a healthy shine.
SIZES: 591ML COLOURS: N/A RRP: £9.80
SIZES: 125 YEARS ANNIVERSARY LIMITED EDITION – 1.19L (INCL 25% EXTRA PRODUCT FREE) RRP: : £16
ANIMOLOGY
ANIMOLOGY
Mane Tamed De-Tangle Serum
Muck Out
Mane Tamed is a leave in product that de-tangles mane and tail hair and leaves it in great condition. The advanced, vitamin enriched formulation also contains conditioners and SPF/UVA filters to help provide long term protection and care for the hair, while leaving it with a high gloss finish. It was voted Best New Grooming Product 2015.
Muck Out has a complex formulation that blends silk and wheat proteins with vitamins and conditioners, to help deliver exceptional levels of care and protection to the skin and hair, including the mane and tail, maximizing condition and lustre. The deep cleaning action penetrates deep down to the skin, lifting dust and dirt to the surface, while the ‘Easy Rinse Technology’ ensures that the shampoo is rinsed out quickly and efficiently, leaving as little residue as possible on the horse.
SIZES: 200ML COLOURS: N/A RRP: £10
SIZES: 750ML, 5L COLOURS: N/A RRP: £10, £40
ANIMOLOGY
CHARLES BENTLEY & SON LTD
Patch Work Stain Remover
Antibacterial Deluxe Grooming Set
Patch Work helps to remove even the most stubborn of stains from a horse’s body, hoof, mane or tail. Created with experts to deliver the very best results when it comes to the removal of stubborn stains, the enzyme based product cleans deep into the coat. The low foam formula means it can simply be wiped away quickly and efficiently, leaving as little residue as possible on the horse and cutting usage time down to a minimum.
The Bentley Slip-Not antibacterial range has been developed using Microban SilverShield technology providing added hygiene to equine brushware and accessories. Built into the bristles, Microban Silversheild will not wash off or wear away, continuously helping to inhibit the growth of bacteria and reduce the risk of cross-contamination. Independently tested, providing up to 99.99% reduction of harmful bacteria such as; E.coli, S.aureus, P.aeruginosa and Strep-Equi.
SIZES: 200ML COLOURS: N/A RRP: £10
SIZES: 10 PACK COLOURS: BURGUNDY, BLUE RRP: £40.99 May 2017 www.ebmonthly.co.uk
EQUESTRIAN 41 BUSINESS
Let’s Talk Products CARR & DAY & MARTIN LTD
CARR & DAY & MARTIN LTD
Gallop Colour – Chestnut & Palomino
Canter Mane & Tail Conditioner
Gallop Colour Enhancing Shampoo is a uniquely formulated luxury shampoo, available for every colour of horse. The shampoos can be used routinely but are ideal for show preparation for that extra edge. These shampoos use colour enhancers and optical brighteners to intensify the natural coat colour to a showing standard. An exact colour match is not required for beautiful results.
Canter Mane & Tail conditioner is astounding in its ability to keep the mane and tail sleek, tangle-free and luxuriously soft. This powerful detangler is Carr & Day & Martin’s most popular product and is a favourite around the world. The original, longlasting conditioner makes grooming quick, easy and reduced hair breakage all while leaving an immaculate, oil-free shine.
SIZES: 500ML COLOURS: ORANGE RRP: £7.10
SIZES: 600ML, 1L COLOURS: N/A RRP: £11.70, £14.50
CARR & DAY & MARTIN LTD
COWBOY MAGIC
Gallop Medicated Shampoo
Cowboy Magic Detangler & Shine
Gallop Medicated Shampoo is a high specification formula that calms irritated, sore, damaged and sensitive skin. The pH neutral formula contains both antibacterial agents and natural oils that help soften and lift scabs and dandruff. Gallop Medicated Shampoo is exceptionally conditioning, makes hair noticeably softer and promotes a shiny coat.
Created for horse owners, riders and enthusiasts, the Cowboy Magic Detangler & Shine detangles all types of hair, mane and tail from knots, tangles and dreadlocks. It works by penetrating below the surface and restores moisture, strengthening hair and creating a natural shine. The formula is made without water or alcohol, with pure conditioning properties to nourish each hair strand. It can also be used for personal use to keep frizz away, protect from heat and tame tangles and knots.
SIZES: 500ML COLOURS: N/A RRP: £9.20
SIZES: 4 OZ., 16 OZ., 32 OZ. COLOURS: N/A RRP: £17.41, £43.51, £87.01
SCHWEIZER-EFFAX GMBH
SCHWEIZER-EFFAX GMBH
Effol OceanStar Spray-Shampoo
Effol SuperStarShine
This unique horse and pony shampoo has a practical spray function, making it easier to apply than conventional products. It is sprayed into the damp parts, rubbed in briefly and then rinsed off. It cleans deep into the pores of the horse’s coat without damaging the skin’s protective film. OceanStar Spray-Shampoo is suitable for all coat colours. It contains pearl extracts, which ensure a unique, shimmering shine that is guaranteed to last for a long time.
Effol SuperStar-Shine gives a brilliant shine – but without the coat, mane and tail taking on an artificial feel. Grooming becomes easier and the effect is guaranteed to last for several days. The Shine-Spray helps undo tangles as well as remove particles of shavings, straw etc. with virtually no effort during grooming – the tail and mane take on more body and bounce as well as greater volume. It also successfully overcomes the problem of split, dry hair.
SIZES: 500 ML COLOURS: N/A RRP: NOT SUPPLIED
SIZES: 750 ML COLOURS: N/A RRP: NOT SUPPLIED
42 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
Let’s Talk Products SCHWEIZER-EFFAX GMBH
EQUIMINS
Effol WhiteStar Spray-Shampoo
Clean Coat
Designed for grey horses, the Effol WhiteStar Spray-Shampoo is the most user-friendly shampoo as it is simply sprayed onto the horse. Specially designed for greys and other light colours, the high-quality formula also removes stubborn dirt and special additives neutralize the yellow tint - for a gleaming clean and bright coat. Extracts of camomile blossom strengthen the protective function of the skin and panthenol makes the skin and coat shiny and smooth.
Clean Coat can be used after exercise to help clean and cool, but can also be used undiluted as a pre-clip degreaser. The refreshing body wash has been made without soap and contains a range of ingredients to help cool, clean and refresh including tea tree oil, allantoin, witch hazel and spearmint. It can also be diluted and used to wash away sweat and dirt after exercise.
SIZES: 750 ML COLOURS: N/A RRP: NOT SUPPLIED
SIZES: 500 ML COLOURS: N/A RRP: £10.45
EQUIMINS
MANE ‘N TAIL
Ultra Silky Detangler
The Original Mane ‘n Tail Conditioner
Ultra Silky Detangler is a specialist product created to help keep manes and tails tangle free. The spray on lotion is incredibly easy to use as you just spray on and comb out. It helps to leave a lasting sheen from first application and acts as a grooming aid from that point on. As the formula is non-greasy, it won’t attract dust.
Nourishes and conditions equine hair and skin to aid healthy hair growth, The Original Mane ‘n Tail Conditioner leaves a lustrous, silky look. Containing exclusive protein enriched amino acid formula with unique properties that conditions and strengthens, the conditioner prevents hair breakage. It moisturises to help eliminate itching and scaling caused by common external irritants, and protects against damage from sun, wind and other aging environmental elements. Keeps hair tangle free, soft and manageable for grooming and plaiting.
SIZES: 500ML, 750ML, 1L AND 5L COLOURS: N/A RRP: FROM £9.35
SIZES: 32 OZ., 1 GALLON COLOURS: N/A RRP: £12.58, £42.90
MANE ‘N TAIL
HAWKINS ORGANIC
The Original Mane ‘n Tail Shampoo
Best In Show
A rich, fragrant lather provides ‘down to the skin’ cleansing action, perfect for getting all dirt and debris from the equine’s coat, mane and tail, without stripping natural oils. A gentle, pH balanced formula provides optimum body, shine and manageability. The micro-enriched protein formula, fortified with moisturisers and emollients conditions, leaves the coat, mane and tail soft and shiny. Regular use enhances coat health and appearance.
Best In Show is an organic apple and mint horse shampoo that is 100% natural, chemical free and free from sulphates, colours, perfumes or parabens. It contains organic mint and apple essential oils renowned for their antibacterial and cleansing properties. Best In Show is pH balanced and mild enough to use on sensitive skin. It helps to clean the coat and leave a healthy shine too. It can be used regularly, making it ideal for competition and show horses.
SIZES: 32 OZ., 1 GALLON COLOURS: N/A RRP: £12.58, £42.90
SIZES: 500ML, 1L, 2.5L AND 5L COLOURS: N/A RRP: FROM £9.95 May 2017 www.ebmonthly.co.uk
EQUESTRIAN 43 BUSINESS
Let’s Talk Products MAGICBRUSH
MAGICBRUSH
Care&Shine Care Spray
MagicBrush
Care&Shine was specially developed for usage on the mane, tail and coat, with 100% natural ingredients. The nourishing vitamins in the Care&Shine care spray support healthy hair growth and assist the change of coat. Free of silicones, Care&Shine provides a natural and wonderfully silky shine, along with dust and dirt repellening properties. Thanks to the particularly low spraying sound and the fine spraying mist, the spray can be easily used even with sensitive horses.
The MagicBrush is a lightweight grooming tool that offers thorough, neat and quick cleaning, even from stubborn dirt. This horse brush can be very easily handled by adults and by children. The special structure and shape of the bristle allow for an efficient cleaning while simultaneously massaging the horse. The brush can be used in many different ways on hooves, legs and fur, and the special bristles allow for a gentle treatment of the sensitive bulbs, joints and bones.
SIZES: 300 ML COLOURS: N/A RRP: €14.95
SIZES: SET OF 3 COLOURS: VARIOUS RRP: €14.95
NETTEX
NETTEX
Everyday Conditioning Shampoo
V.I.P. In The Balance
Nettex Everyday Conditioning Shampoo is a low foaming, easy rinse conditioning shampoo that is suitable for daily use on all coat colours and types. Its sensitive formula prevents natural protective oils from being stripped from the coat. Nettex Everyday Conditioning Shampoo conditions the coat to leave a healthy shine and is ideal to use to clean and condition the coat and remove build-up of scurf and debris.
V.I.P. In The Balance provides concentrated nutritional support in one easy to feed supplement. In The Balance contains linseed that is rich in Omega 3 fatty acids to support healthy skin and coat condition, giving a shiny coat and general bloom. It also contains pre and probiotics that help support gastric and digestive health and a full vitamin and mineral package - helping support overall optimal health from the inside out.
SIZES: 1 LITRE, 5 LITRES COLOURS: N/A RRP: £6.15, £26.50
SIZES: 2KG COLOURS: N/A RRP: £34.99
SHAPLEY’S
SHAPLEY’S
Equitone Colour Enhancing Shampoo
Hi Shine Shampoo
EquiTone Shampoo is a one step premium shampoo and conditioner that adds rich, brilliant colour as it cleans and conditions. It adds vibrancy and vitality to the hair imparting a natural colour and a brilliant shine. It is a must for rejuvenating sun damaged or body clipped hair and adding dimension and highlights. Whitening shampoo adds an optical brightness to all coat colours as well as making white or grey coats stain free and sparkling white.
SIZES: 16OZ, 32OZ COLOURS: BLACK, GOLD, RED, WHITENING RRP: £14.50, £19.95 44 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
Hi Shine Shampoo is an outstanding clarifying shampoo that gently deep cleans hair. It produces a rich, foamy lather that rinses out easily leaving no residue even with cold water. Hi Shine leaves the coat, mane and tail squeaky clean, shiny and manageable, and it is gentle enough to be used every day. Hi Shine is specially formulated to cut through oil and can be applied directly to a wet coat or diluted in a bucket of water and applied with a sponge.
SIZES: 8OZ, 32OZ, GALLON COLOURS: NEUTRAL RRP: £7.50, £13.95, £45.50
Let’s Talk Products SHAPLEY’S
SHAPLEY’S
Magic Sheen
Hi Gloss Finishing Spray
Magic Sheen gives an exceptional shine and a lustrous finish to the coat, mane and tail. Unlike some other silicone products, Magic Sheen does not dry out the hair and is safe enough to use every day. One application will repel dirt and stains for up to a week, as well as keep dust, stains and dirt out of the coat to reduce grooming time. Magic Sheen gives a protective coating to the hair shaft that helps reduce hair damage and keeps the hair satiny smooth.
Hi Gloss Finishing Spray is a light, oil based spray perfect for defining muscles and dramatically highlighting features. It adds superior shine and lustre in seconds. Hi Gloss also conditions hair as well as adding incredible shine to the horse’s coat, mane and tail. Hi Gloss spray is easy to use, it accentuates all colours of horses, and if used as part of a daily grooming routine it will keep skin and hair supple and conditioned.
SIZES: 8OZ, 32OZ, GALLON COLOURS: NEUTRAL RRP: FROM £15.35
SIZES: 12OZ COLOURS: NEUTRAL RRP: £14.55
SHAPLEY’S
SHAPLEY’S
No.1 Light Oil
Show Touch Ups Spray
No. 1 Light Oil is a fine conditioning oil for the coat and skin. It adds a light shine to the coat as it smoothes and softens the hair. It adds a fine layer of oil to dry skin or coat to replenish and make skin and hair healthy again. It detangles manes and tails without leaving them sticky or gummy feeling and allows tough knots to slip out with ease.
Show Touch Ups were created exclusively by Shapley’s specifically for horses. This product covers stains, scars, blemishes and flaws, and can also be sprayed in tails to create a fuller appearance. Show Touch Ups are safe and effective to use, will not wash off in the rain, smear, clump or wipe off. Show Touch Ups produce a natural look and feel, and are available in a full range of colours to perfectly match a horse’s coat.
SIZES: 32OZ COLOURS: NEUTRAL RRP: £19.95
SIZES: 10OZ COLOURS: BLACK, CHESTNUT, DARK BROWN, GREY, MEDIUM BROWN, PALOMINO, SORREL, WHITE RRP: £14.95
STABLEKIT
TRILANCO LTD
StableKit Grip Grooming Bag Set
Clipperman Jewel Trimmer
This versatile and stylish grooming kit comes in a useful carry bag which has a smart zipped lid as well as plenty of practical pockets. The grooming bag also features a carry handle and adjustable clip-on shoulder strap making it useful for a number of customers. The contents include a palm held face brush, mane and tail brush, coarse curry comb, hoof pick, dandy brush and a sponge.
Clipperman Jewel Trimmers are dual speed trimmers ideal for tidying up legs, faces and whiskers of normal to fine coated horses with ease. The built-in rechargeable Li-ion battery gives up to five hours of running time with a recharge time of three to five hours. The Clipperman Jewel Trimmer is supplied with one detachable two-in-one ceramic cutter and titanium blade, with cut lengths of between 1mm – 1.9mm and carry a two-year guarantee.
SIZES: ONE SIZE COLOURS: PINK, BLUE, BLACK RRP: £27.99
SIZES: N/A COLOURS: N/A RRP: £38 May 2017 www.ebmonthly.co.uk
EQUESTRIAN 45 BUSINESS
Let’s Talk Products TRILANCO LTD
WILDWASH
Easidri Pet/Equestrian Grooming Towel
Horse Shampoo Gentle
The Easidri Grooming Towel can be used on dogs and horses, and reduces grooming times by up to 60%. It is idea for use after a bath in the summer or wet walks and rides in the winter. Easy to use, it is simply removed from the plastic tube it comes supplied with, wiped over the wet area and wrung out until the animal is dry. After use, it can be stored damp in the plastic tube. The Easidri Grooming Towel is machine washable and can be disinfected.
The WildWash Horse Shampoo Gentle for sensitive coats and foals uses no essential oils and the aloe vera, marshmallow root and evening primrose oil have been carefully chosen to help reduce inflammation, soothe, relieve, repair and revitalize the skin and coat whilst hydrating and maintaining the balance of moisture. This shampoo is super concentrated and can be diluted at a 32 to 1 ratio. The 300ml bottle is equivalent to 10L when diluted and will give at least 10 washes.
SIZES: SMALL, MEDIUM, LARGE COLOURS: BLUE RRP: FROM £12
SIZES: 300ML, 1L, 5L COLOURS: N/A RRP: £14.95 (300ML)
WILDWASH
WILDWASH
Horse Shampoo Medicated
Horse Shampoo Ultra Shine
This Medicated Horse Shampoo for irritated skin uses a combination of juniper, manuka and lemongrass to help reduce pain and swelling of bites, heal and protect the skin against infection, relieve muscle pain and maintain the balance of moisture to the skin to help prevent dry patches or flaking. The WildWash Horse Shampoo Medicated is super concentrated and can be diluted at a 32 to one ratio. The 5L bottle is equivalent to 165L when diluted and will give at least 165 washes.
This Ultra Shine Natural Horse Shampoo for Chestnut, Bay and Black Coats uses the combined natural powers of star flower, myrrh and rosemary to protect and condition the skin and coat and intensify the natural coat colour, whilst leaving an incredible shine. This shampoo is super concentrated and can be diluted at a 32 to one ratio. The 1L bottle is equivalent to 33L when diluted and will give at least 33 washes.
SIZES: 300ML, 1L, 5L COLOURS: N/A RRP: £14.95 (300ML)
SIZES: 300ML, 1L, 5L COLOURS: N/A RRP: £14.95 (300ML)
WILDWASH
WILDWASH
Horse Shampoo Whitening
Horse Wonder Balm for Hooves and Wounds
This whitening horse shampoo for grey, palomino and white coats uses a blue pigment derived from the chamomile flower combined with lavender and ylang ylang. This natural blue shampoo for horses has an incredible whitening effect that removes even the worst stains from the coat, mane and tail and leave the coat shiny white. This shampoo is great for white coats with dark patches as the shampoo will bring the white up bright and make the dark patches rich and shiny.
This multipurpose soothing and moisturising Wonder Balm is full of natural ingredients. It can be used as a hoof dressing to help maintain healthy and beautiful hooves or it is perfect for use on hot spots, itchy spots, minor cuts, scrapes and grazes. WildWash Horse Wonder Balm for Hooves and Wounds contains Shea butter, sea buckthorn oil and Kanuka oil.
SIZES: 300ML, 1L, 5L COLOURS: N/A RRP: £14.95 (300ML)
SIZES: 100ML COLOURS: N/A RRP: £14.95
46 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
Let’s Talk Products CONTACTS: Absorbine
Hawkins Organic
www.absorbine.co.uk
www.hawkinsorganic.com
+44 (0)1903 892060
Carr & Day & Martin +44 (0)1253 797400
www.carrdaymartin.co.uk Charles Bentley & Son Ltd +44 (0)1509 232757
www.charlesbentley.com Equimins
+44 (0)1548 531770
www.equimins.com
Equine Management +44 (0)1825 840002
+44 (0)1449 763124
Nettex
+44 (0)1634 257150
www.nettexequine.com Schweizer-Effax GmbH
In the June issue, Let’s Talk Products brings you numnahs, saddle pads and covers. Essential for every rider, numnahs and saddle pads are available in a whole range of colours, styles and offer a variety of technical features. If you want to get involved and have your product included, but haven’t yet received an invitation, please contact letstalkproducts@ ebmonthly.co.uk.
www.effol.de
Straight Arrow Products, Inc.
+1 (610) 882 9606
www.cowboymagic.com Trilanco Ltd
www.equineman.com
+44 (0)1772 754810
Equine Solutions Ireland
Westgate EFI
www.trilanco.com
+44 (0)7710 730000
+44 (0)1303 872277
www.equinesolutionsireland.com
www.wefi.co.uk
Group55
WildWash
www.animology.co.uk
www.wildwash.co.uk
+44 (0)1772 786864
Coming next month....
+44 (020)7402 9672
May 2017 www.ebmonthly.co.uk
EQUESTRIAN 47 BUSINESS
MARKETING & MEDIA
PPC - Making sense of your platform options Pay Per Click delivers commercial benefits unlike any other marketing medium, including almost instantaneous visitors direct to your digital door, to incredibly detailed data analysis to shape your strategy, and finishing upon an impressive Return On Investment. With such compelling strings to its bow, it’s little wonder that you’re considering this tact for your equine business.
H
owever the promise of PPC, is equally matched by its vast array of platforms – there has never been a more wide, varied or bewildering number of choices; from social PPC to the display network and onto search PPC. If you need a helping hand in making sense of these platforms, you’re in the right place. Let’s dive into the pros, cons and details of the options before you.
Search PPC – no longer simply a matter of google
You may be used to hearing about Google PPC, and the fact that it’s the undisputed king of search engines. This has remained true for almost half a decade, and yet today, something interesting is happening – search traffic through Bing has grown by 43% in the last 12 months alone, and whilst Bing is growing, Google has shrunk (albeit only slightly). So what’s driving these patterns? In a phrase, Windows 10. This operating system features Bing as its search function for users of Alexa, its virtual assistant. So when users are searching by voice whilst sat at their desktop PC, it is through Bing that results are served up (it’s also worth noting that the Yahoo! search engine merged with Bing back in 2015, making it the Yahoo! bing
It may be useful to find out how many visitors come from a Windows 10 device
48 EQUESTRIAN May 2017 BUSINESS www.ebmonthly.co.uk
network). While Google does continues to hold onto the lion’s share of searches (with 63.8% of the market), Yahoo! bing is undoubtedly growing and you really should undertake at least a little research as to whether your target market are amongst the growing number of Alexa users. Presuming that you know the basics of your target market, such as location, gender and age; the data that your Google Analytics holds can be invaluable, as you can see exactly how many have accessed your site with a Windows 10 device. To do this, log in to Analytics, then go to
“Facebook offers incredibly detailed targeting possibilities” Technology > Browser and OS in the left hand menu; then, with the data brought up, look under the graph to click on ‘Operating System’. You’ll then see a list where Windows will be included – click on that to see how many people are using which version.
Getting to grips with display PPC
Alongside search PPC, Google also provides a ‘display network’ – you’ll notice these visual ads whenever you browse various websites, they’re typically animated, or they can also present video content. Despite the Cost Per Click of these ads being typically lower than search PPC, the display network is not for everyone. Specifically you should choose the Display network if:
PPC - every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee
You want to help people become familiar with your brand: the visual focus of display advertising lends itself well to building a solid brand image around your business. Display PPC also offers plenty of targeting options, which include which forms of websites your ads are shown on, and audience demographics, interests and preferences. You sell products or services that have a long buyer journey: If your typical buyer goes through a relatively long decision making process, then the ability to re-market is critical (e.g. target users who’ve previously visited your website). This ‘drip drip’ effect helps progress your buyer onwards, and you can present the right information at the right time for them to take one step closer to conversion.
Feeling social? Social PPC is growing Facebook Facebook is home to more than one billion monthly active users, with more than half of these logging in on a daily basis; Display advert with an animated image
UPDATES In relation to page focused ads, it’s worth noting that Facebook no longer shows your every update, to every one of your page likers. In fact, research from Social@ Ogilvy reports that as few as 6.5% of a page’s audience are shown updates in their feeds. The upshot of which is that spending money on promoting your page posts is no longer advisable, it’s essential.
MARKETING & MEDIA
A QUICK NOTE ON PINTEREST Pinterest has a singular form of ad – promoted pins. These can be presented to audiences of specific locations, demographics, devices or interests. Pinterest is really only suited where you sell products that are strongly visually focussed. However, this may be a platform that demands at least some research if your competitors are currently there and are seeing engagement.
chances are your competitors are already making use of Facebook marketing and PPC (and competitor research as to what they’re up to and when, can and should be helping to shape your marketing strategy). Facebook offers incredibly detailed targeting possibilities, so if you’re in the business of wholesaler equine supplies, you can hone in on an audience based on their other page likes. It’s also a cost effective platform, offering an average cost per click (CPC) of £0.51. When planning to harness Facebook, it pays to know your advert types (which seemingly grow by the day!). Here’s a quick run through on Facebook ad basics. Traffic and conversions: Website traffic and website
conversions (adverts that feature a Call to Action for clicking through to your website); carousel adverts (a scrolling advert of images where a call to action features in each image – these are ideal for businesses that can make use of imagery and those who sell products, rather than services). Mobile news feed ads and canvas ads (two forms of adverts that make use of canvas – a story telling, imagery focused advert that leads people away from Facebook); product scrollers (similar to the carousel advert, but rather than images, the photos show products with links directly through to the respective products on your website).
page likes (which grows the fan base of your page); and Facebook app ads (which encourages users to download your mobile/desktop app – this is likely unsuited for most of our readers). Leads: You can also promote events, create bricks and mortar offers with coupons and create content that builds brand awareness rather than focussed on converting the audience then and there. Twitter Twitter provides PPC for various business goals – which range from delivering website traffic, to growing your Twitter following, and onto maximising brand awareness. Advert types here include promoted profiles (placing your profile in the top results when a user searches for your competitors) and promoted tweets (which helps to drive engagement, re-tweets and follower growth). Whilst Twitter advertising has struggled for uptake and failed to enjoy the predicted rush of businesses eager to get on board, in recent times this platform has provided for more advanced analysis and various improvements to the platform; today you can track impressions, results, cost-perresult and results of different campaigns side by side. These improvements have also meant that Twitter ads are today twice as likely as organic tweets to convert users, while paid Twitter ads are now priced at one-third of the cost of other marketing channels (including Facebook and Pinterest). LinkedIn Given that you’re in the B2B realm, LinkedIn is a platform that you should seriously consider, especially since the LinkedIn audience is there, ready, waiting
“Whilst Bing is growing, Google has shrunk” and ripe for conversion (after all, they’re there for business purposes, such as networking, connecting with business contacts or discussing industry news, this compares to Twitter and Facebook where users are, by and large, there to socialise in a private sphere). That said, LinkedIn is a unique PPC beast, with many idiosyncrasies that really demand an entire blog article of their own. Nevertheless, here are the basics: Targeting: you can target an audience by company size, title, industry and location. Ad types: There are two forms of ads on LinkedIn: A single type of ad displayed to the right of a user’s feed, which includes an image, a headline, a small amount of text and a URL. The second is known as “Lead Collection”, which makes it easy for a user who’s clicked on your ad to request further information. This provides you with a chance to get in touch immediately. Cost Per Click: Current thoughts from Kissmetrics shows that the Cost Per Click on LinkedIn ranges between £4 and £5 (and, unlike other mediums, this platform has a minimum CPC of £2). PPC promises much, when you get your strategy right. The fundamental foundation of which is choosing the right PPC platforms for your business, and your audience. Linkedin, Image credit Kissmetrics
Page focused: post engagement (to promote singular posts on your Facebook page);
If you need expert help to ensure that you make the most of your PPC budget, PressPoint Countryside & Equestrian is here to help – we understand your market inside out, and we make it our business to stay consistently ahead of the pack when it comes to effective PPC strategies. Call our team on: +44 (0)1953 851513 or email us: equestrian@presspoint.co.uk and we’ll be back in touch within 24 hours.
May 2017 www.ebmonthly.co.uk
EQUESTRIAN 49 BUSINESS
A VIEW FROM PRESSPOINT “The widely touted manifesto policy promises are there to be broken”
Elections, elections everywhere A click of the fingers and another election will soon be upon us – but do we really have enough time to think?
I
t’s getting silly now. Scottish Independence, EU Membership and now, not long after the polling cards for the Local Elections have hit the mats, there’s Theresa May standing outside 10 Downing Street, blindsiding everyone with a snap election. Why are unexpected elections always ‘snap’ by the way? Has something been broken? It feels like we’re doing more voting than our elected MP’s. General Elections are fought over policies, but they’re won by leadership - the best-led party usually wins. This generally means that the widely touted manifesto policy promises are there to be broken, or at the very least bent to suit the prevailing political circumstances or the inconvenient truths of actually governing the country. As sure as eggs is eggs, one of the parties will trot out its Manifesto for Small Businesses
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over the next few weeks. This General Election will be fought against the backdrop of the economic implications of Brexit, and as no-one has any real idea how that will play itself out over the next couple of years, there should be enough wiggle room for our elected officials and civil servants to swerve and ignore any manifesto pledges they make right now. In effect, they are safe in the knowledge they can say and promise whatever they like and probably never have to do any of it. So our advice is to ignore every single manifesto pledge made by any party and have a stab at writing your own. Manifesto, wish list - call it what you will, here’s ours… A fit-for-purpose digital network throughout the UK, not just in cities. A proper education for our children, an education that prepares them for life and work
after school/college/ university. A fair and equitable corporation tax system, which ensures that mega-corp pays their fair share and doesn’t funnel their revenues through Lichtenstein, Luxembourg, Cayman Islands etc. In the same vein, life sentences for CFOs who try to funnel their revenues through Lichtenstein, Luxembourg, Cayman Islands etc!
Don’t just say you’re going to cut red tape – do it. Really do it. Grasp those scissors and cut!
Life sentences for politicians who claim they’ve cut red tape and use specious
examples and statistics to demonstrate their point, whilst 99% of business owners listen in incredulity.
A properly thought through National Transport Policy, which includes all forms of transport.
Life sentences for driving in the middle lane of motorways, whilst the inside lane is empty. Life sentences without parole for the Board of Directors of Open Reach. Bigger prisons for life sentence serving convicts. If you’re interested, the current Parliamentary Under Secretary of State, Minister for Small Business, Consumers and Corporate Responsibility is Margot James MP. You could always email her with your manifesto suggestions margot.james.mp@parliament. uk And her Shadow, the man tasked with holding the esteemed Minister to account? As far as we can tell, this week it’s Bill Esterson MP (bill.esterson.mp@ parliament.uk) – an answer for Pointless if ever there was one. What does ‘snap’ really mean?
LISBOA
LARA Shaws Equestrian Ltd
Shaws Farm - Atlow - Nr Ashbourne Derbyshire DE6 1NS UK T: +44 (0)1335 370737 - F: +44 (0) 843 5241578 - E: info@shawsequestrian.com May 2017 www.ebmonthly.co.uk
EQUESTRIAN 51 BUSINESS
The new winter 2017/18 range is now available for forward order !
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