ETN - Equestrian Trade News - January 2013

January 2013Volume 37, No 1 MonthlyT h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

Eque

stri

anTr

ade

New

s

WHAT’SHOT IN

HHooooffccaarreeFarrier’s tricksof the trade

NNeewwYEARNNeeww

PRODUCTSLatest

launchesBest inbedding

201317-19 February 2013NEC, Birmingham, UK

January salesFeeding for breedingIndustry newsETN is the officialmedia partner ofBETA International

... the magazine for the industry, about the industry, by the industry

CONTENTS JANUARY 2013

CommentAMID all the excitement about i-phones and apps, emails andsocial media, the value of actually talking on the phone issometimes under-rated or even forgotten.Not only does one get an immediate response during a

‘telecon’, but often an unsaid reaction too. The pregnantpause, the constricted tones, the nervous laugh all tell a talethat would have been hidden in an electronic communication.Likewise, an immediately warm, expansive reception to an ideaor business proposition may not be conveyed to full effectwhen ‘said’ by pressing a keypad.Yes, picking up the phone – as any salesperson will tell you –

has unique benefits. I was saying as much to SimonWeatherald of Yorkshire retailer Bardsey Mills the other week.And he agreed. In fact, rather than considering the good oldtelephone to be obsolete, he’s harnessing its powers.Horse owners can now phone Bardsey Mills – purveyor of

feeds, bedding and something of a specialist when it comes tosupplying wormers – on a freephone number from theirmobiles.As Simon pointed out, an 0800 number normally only works

from landlines. Yet an owner usually remembers they need tobuy feed, top up on supplements or get some advice aboutwhich wormer to buy from an SQP while they are at thestables.Once they get home, get the supper on and the children to

bed, the moment to remember that equestrian order via thelandline has long gone...

A RETAILER contact tells me he’s “seriously impressed” by giftsupplier Grays of Shenstone’s system of pre-warning shops of adelivery. Not only does an email alert specify a one-hour timeslot, it also asks whether you’ll be available to sign for theparcel – and, if not, where you’d like it to go. Job’s a good ‘un!

A NATIONAL crisis is looming. Tacks rooms are in turmoil;rioting outside retailers’ shops is a possibility...Yes, Absorbine has discontinued the 3.2kg buckets of

Horseman’s One Step. The popular leather cleaner andconditioner is the mainstay of many a busy yard; the smallerpots that remain available just aren’t big enough.I tried four different retailers in my quest to source a bucket

(as opposed to a pot) – and kept being told that I wasn’t thefirst to complain that the sensible size has disappeared.For the sake of our tack, bring it back...please!

Liz Benwell

NEWS .........................................................................4

PRODUCT NEWSNew year, new products ............................................12

BETTER RETAILINGPromoting your January sale ....................................15

RETAILER PROFILEMeet Peter Lewis of Pointings ...................................16

BEDDING FEATUREHow to sell more .......................................................18Product gallery..........................................................19

PEOPLE ...................................................................21

SPONSORS & SHOWSNew sponsors for BETA International 2013 ...............22

FEEDING FOR BREEDINGWhat should I feed? ...................................................24Product gallery..........................................................26

BETA MEMBERS’ PAGE ..........................................28

SADDLERY MATTERSKen Lyndon-Dykes on post Christmas returns ...........29

LETTER ....................................................................29

HOOFCARE FEATUREFarrier’s tricks of the trade .......................................30Product gallery..........................................................31

COUNTY COURT JUDGMENTS................................34

FRONT COVER: With thanks to N R Brown FarriersWww.nrbrownfarriers.co.uk and Nigel Brown AWCF. See this month’shoofcare feature to pick up some tricks of the trade from ClaireBrown, farriery expert and UK distributor of Kevin Bacon’s equinecare products.

4 JANUARY 2013 EQUESTRIAN TRADE NEWS www.equestriantradenews.com

Equestrian Trade NewsStockeld Park,Wetherby,West Yorkshire LS22 4AWTel: 01937 582111Fax: 01937 582778 – SalesEmail: [email protected]: www.equestriantradenews.com

Publisher:Equestrian Management Consultants Ltd

Editor:Liz BenwellEmail: [email protected]: 0845 6185007

Advertising Sales:Nicki LewisEmail: [email protected]: 01937 582111Fax: 01937 582778

Advertising Copy:Nicki LewisEmail: [email protected]: 01937 582111

SubscriptionsDistributed on a controlled-circulation basis to theretail trade. Paid-for annual subscriptions are£39.95 (UK), £73.00 (Europe), £86.00 (rest of theworld).

The magazine is independent of all groups.Editorial views expressed in ETN are notnecessarily the official view of any organisation orgroup.

Copyright:All material is copyright Equestrian ManagementConsultants Ltd.

Design & Print:G.H. Smith & Son,Market Place, Easingwold,North YorkshireYO61 3ABTel: 01347 821329Fax: 01347 822576Email: [email protected]: www.ghsmith.com

ISSN 1462-9526

Allen & Page ..........................................................27Animalife .................................................................3Bailey’s Horse Feeds ...............................................25BETA International..................................................23Classified ...............................................................33Equetech.............................................................OBCExhibit One ..............................................................6Fairfax ...................................................................17Fynalite..................................................................19GWF Nutrition..........................................................5Intershell .................................................................8Kevin Bacon...........................................................31Life Data labs Inc....................................................31Natural Animal Feeds .............................................11Net-Tex ..................................................................13Northern Crop Driers ..............................................18Saracen Horse Feeds..............................................IFCSherwood Forest/Puffa .............................................7Snowhill Trade Saddlery ........................................IBCSpoga....................................................................10Veterycin Europe ......................................................9Your Gift Horse.......................................................12www.britishequestriandirectory.com .......................21Web Directory........................................................34

ADVERT INDEX

“DISAPPOINTING” and “expensive” was how many visitorsdescribed the new three-day HorseWorldLive show in November.Consumer reaction to the event that included shopping,

celebrity demonstrations and an Express Eventing round wasmirrored by the trade’s experience that the show was “quiet” andin some cases “dead.”Nonetheless, HorseWorldLive goes ahead again on 22 – 24

November, this time with a two week gap between it and the wellestablished Your Horse Live (see ETN, December) whichhappened just a week beforehand this time.Lack of footfall meant Gary Yates of Blaze clothing was unlikely

to cover the cost of his stand, he told ETN. While at Evison EquineUK, Mary-Jane Booth said that although they had covered costs, itwas “disappointing compared with HOYS and Burghley.”Jump4Joy provided £20,000 worth of fences for

HorseWorldLive’s main arena in exchange for a tradestand, andhoped to sell enough to recoup the cost.“But it was dead,” said Laura Cohen of the show jump

specialists, adding that the custom-made wings, poles and fillerswere now up for grabs at a 20% discount. “The organisers told usto expect 30,000 visitors; I’d be surprised if there were 5,000.”Pennie Wallace of Writtle College said she was pleased with

the weekend but had found it “quiet on Friday.”When ETN spoke to horsey people who didn’t go to

HorseWorldLive, many cited the cost as prohibitive. Adult, on-the-door tickets on the Saturday, Express Eventing day, were £55 each.At the show, Cathy Dance, visiting from Lincolnshire,

complained that she had paid £100 for three people to get in. “Itwas expensive. The shopping was disappointing and Linda Parellididn't appear on the Sunday which was one of the reasons for myvisit,” she said.‘Lifestyle’ equestrian shows in London have always provided a

challenge. Equus, which ran at ExCel from 2001 had disappearedby 2005. However, the HorseWorldLive organising team is anexperienced one, the organisers having run the Ideal Home Showand National Wedding Show.

New London show torun again

ETN put some questions to HorseWorldLive (HWL)show director Karena Cooper:

ETN: What was the overall attendance figure over the three days?HWL: Not confirmed by Ticket Factory yet.ETN: Some traders were disappointed with the footfall. Did theorganisers share their disappointment having predicted anaudience of 30,000?HWL: Of course we would have liked the footfall to be higher,particularly as we implemented an extensive advertising andmarketing campaign and have 10,000 Facebook followers.However, we were thrilled with the positive reception of the show.As this is the first year of HorseWorldLive, we can only predictfigures. The success of HorseWorldLive 2012 stands next year’sshow in very good stead for a bigger audience.ETN: Some visitors commented that tickets were expensive,particularly as additional tickets were required for arena seatsand parking was an extra £15.HWL: At [from] £16 entry – which gives access to viewing of alldemos – we feel that this price is incredibly reasonable,particularly considering the premier venue. Seated tickets startedat £24 which is still cheaper than many outdoor shows, thisguarantees a seat at the variety of demos from 9am-6pm andaccess to the shopping village. Unfortunately, parking cost is outwith our control and is in the hands of ExCel. Though weappreciate that this is an additional cost, there are very few largevenues and events that offer free parking.ETN: What are next year’s dates? What will be the advantages ofrunning a week later?HWL: Next year the show will run from 22-24 November. We hopethat the later date will encourage a larger footfall from visitorswho are keen to attend all of the major equestrian events.ETN: The HorseWorldLive concept can perhaps be compared withEuropean shows such as Equitana. Would you agree? If so, do youintend to pursue this model?HWL: Though we recognise the similarities betweenHorseWorldLive and Equitana, HorseWorldLive is a brand newconcept bringing a huge range of disciplines and internationalstars to the heart of London, in an easy to access premier locationwith plentiful parking and accessible transport links. Our main aimis to continue to expand the show and provide a great attraction forequestrian enthusiasts and families.

www.equestriantradenews.com

APPLAUDING INNOVATION: Vale Brothers has won a Lord Stafford Awardfor its KBF99 stable and grooming range. The accolade recognisessuccessful collaboration between business and academia.“Coventry University approached us with the idea of an antimicrobial

horse grooming kit and, using their scientific expertise and ourmanufacturing know-how, we developed the KBF99 range,” said managingdirector Peter Wilkes.Pictured, from left, are Dr Stephen Coupe of Coventry University, Lord

Stafford and Peter Wilkes of Vale Brothers.

SEATS are available on the coaches thattransport retailers to BETAInternational for free.Luxury, 25-seater vehicles will leave

Norwich, Ipswich, Peterborough,London, Exeter and Carlisle on Sundaymorning (17 February) on a returnjourney to the NEC, Birmingham,stopping off at collection points enroute.An additional service will operate

from Exeter on Monday (18 February),providing an extra opportunity for a day visit to the show, as well ascollecting retailers who have been passengers on the previous day.“The coaches allow retailers to put their feet up and enjoy a ride

to the show without it costing them a penny,” said Claire Thomas,commercial manager of Equestrian Management Consultants(EMC), organiser of the trade fair.Reservations can be made at www.beta-int.com by completing

the booking form at the Free Coach Service link on the Visit page. Atimetable is available here too.Passengers will receive complimentary goody bags frommain

sponsor Virbac Animal Health. For more details, contact trade fairmanager Lynn Pattison, telephone 01937 582111 or [email protected]

Free travel to the trade fair

ASYMMETRY of horse andrider is sadly misunderstood,claims a leading saddle fitter.According to David Kempsall

of WOW Saddles, the majorityof riders sit with their weightdispersed unevenly, usually tothe right. And it’s proventhrough pressure testing,he says.Equine asymmetry topics -

from exercises to promote correct development to saddle fit forthe asymmetrical horse – will be covered at The Horses InsideOut Conference on 23-24 February at Arena UK, Grantham.David Kempsall (pictured) is among the speakers.

Conference to addressasymmetry


REMEMBERING JOHN: Lorrie McGowan presented a cheque for £2,500 tothe Lincolnshire and Nottinghamshire Air Ambulance last month. Lorrie’slate husband John McGowan, the founder of Aerborn Equestrian, died inSeptember. At John’s remembrance service, attended by many from theequestrian trade, £5,000 was donated to be split between the acute cardiacunit at Nottingham City Hospital and Lincolnshire and Nottinghamshire AirAmbulance.Since Lorrie was air-lifted after a riding accident, the McGowans became

regular fund-raisers for the regional air ambulance charity which makesaround 150 equestrian ‘pick-ups’ a year. Pictured, from left, are paramedicJane Pattison, Lorrie McGowan, pilot Capt Matt Tacom, and unit operationsmanager Roger Linnell.

PARALYMPIC gold medallists Sophie Wells and Natasha Bakervisited Black Country Saddles last month to collect their newsaddles.Natasha and Sophie rode in Black Country Saddles at London

2012. The new saddles have been custom-made for their younghorses which are hot prospects for Rio 2016.Natasha, whose saddle has been adapted as she competes

without stirrups, became converted to Black Country when sheborrowed Sophie’s saddle at a squad training session. “It puts mein a great position and I feel so close to the horse,” she said of themono-flap style.“We’ve been incredibly busy with dressage saddles since the

Olympics,” said John Hartley, co-director of Black Country Saddleswith Rob Cullen. “We’ve definitely benefitted from the Britishriders’ success in London.”The riders’ visit was filmed by BBC TV for a Midlands Today

report to highlight a busy 12 months for Black Country Saddles.Since managing director Mark Bryan joined the firm a year ago, thecompany’s workforce has grown from 17 to 21. Exports, notably toAmerica, are on the up too.This year has also seen Black Country Saddles open a tree-

making business at its former saddle factory in Walsall. Pictured,from left, Rob Cullen, Sophie Wells, Mark Bryan, Natasha Bakerand John Hartley.

Saddlers celebrategold medal effect

Why we’re swatting up...THE hundreds of questions consumers ask about worming promptedWestgate Labs to send its staff on a two-day training course.The worm count specialist chose Jim Wishart, BETA’s animal

medicines course trainer, to conduct its in-house programme.“We wanted the best for our staff,” said Gillian Booth owner of

Westgate Labs. “David [Booth] and I both benefitted from Jim’sequine course when we first qualified as SQPs, so we were keen forour staff to do the same.The course enabled Westgate Labs’ Katie Marshall and Katie

Nicholson to swat up for their upcoming SQP exams; while itprovided “excellent CPD [continuous professional development] forthe others,” said Gillian.

SALUTING OUR STAFF: William Fox-Pitt did the honours at the officialopening of Colne Saddlery’s new store at Bourton-on-the-Water,Gloucestershire, attended by more than 500 people. The business, startedby Bruce Emtage, is run by his son Maurice, a Master Saddler. Now the thirdgeneration, Maurice’s daughter Gemma Biddlecombe has joined the team.Colne Saddlery’s Norton store remains open too and the retailer continuesto trade at around 15 shows a year. “We have a fantastic team of staff whomake this operation possible,” Gemma told ETN. Pictured, from left, areSarah Glynn, Gemma Biddlecombe, Heidi Tilley, William Fox-Pitt, KatieEvans, Maurice Emtage, Ellie Caisley and Ali Emtage (Maurice’s wife).

PETS at Home has acquired Ride-Away, the Yorkshire basedequestrian retailer.The pet retail chain, which has 334 stores totalling 2.8million

square feet, is not planning to re-brand Ride-Away immediately butsays the acquisition will “significantly expand its specialistcredentials.”Established in 1980 by Stephen and Angela Clark, Ride-Away

has remained family-owned. As well as a 15,000 square feet shopnear York, it runs online and catalogue mail order operations.Turnover in 2011 was £6.7 million.“The acquisition of Ride-Away is a really exciting opportunity for

Pets at Home where our equestrian offer is very limited atpresent,” said Nick Wood, CEO of Pets at Home. “By deploying ourwealth of experience and resources to support an acceleratedgrowth plan we look forward to developing the business furtherover the coming years.”

Pets at Home acquiresRide-Away


NINE UK businesses experienced China’s growing equestriansector when they exhibited as part of a BETA-led trade missionto the China Horse Fair, in Beijing, on 18 to 20 November.Companies such as riding surface supplier Martin Collins

Enterprises and Scott Smith Showjumping took products andexpertise to the show. Others were represented by BETA.“The consensus was that this was the busiest China Horse

Fair to date,” said BETA executive director Claire Williams.“Although buying horses was the key focus for many Chinese,there was also considerable interest in products and services,and a real emphasis on gaining knowledge and expertise.“Each company that came received £1,800 towards

attendance. BETA commissioned a market research report thatwas made available to each group member and arranged a dayof visits to equestrian centres and retail outlets to develop anddeepen their understanding of the Chinese market. If fundingis secured for next year, we will definitely return.”BETA secures export funding through UK Trade &

Investment (UKTI). For details, contact Tina Rogers,tel 01937 587062 or email [email protected].

Brits benefit fromChinese growth

Supplement advert was“misleading”A COMPANY that advertised its supplement as “scientifically provento reduce anxiety and nervousness" has been reprimanded formaking misleading claims.Horse Requisites Newmarket has been told by the Advertising

Standards Authority (ASA) that its advert for ProKalm must notappear again in its current form.The Suffolk based company was also told to ensure it held robust

evidence before making future efficacy claims for the product.A study which Horse Requisites Newmarket submitted to ASA in

mitigation of the complaint was considered “not sufficiently robustfor the purpose of substantiating the advertising claims.”

ETN rewardsinnovationTHE BETA International 2013Innovation Awards will be sponsoredby ETN.The accolades reward new products

that combine invention withcommercial viability – and guaranteepublicity for the winners.ETN is the media partner of BETA

International (NEC, Birmingham 17 –19 February). The February issuecontains the trade fair’s officialpreview.The innovation awards are open to

all exhibiting companies. There areeight categories: Saddlery & Tack,Rider Clothing, Safety & Security, Feed& Supplements, Horsecare Products &Equipment, Pet Products, Other and(new for 2013) Country Fashion.This year’s judging panel includes

London 2012 medallists event riderNicola Wilson (below) and para-dressage rider Natasha Baker(pictured top).

BETA International 2013 is offering SQPs thechance to gain a maximum 18 CPD points –four more than last year – at AMTRA-accredited seminars hosted by the show’smain sponsor, Virbac Animal Health.Callum Blair, BVMS, MRCVS, the company’s

senior veterinary adviser, will present ‘Thetimes they are a changin'' on Sunday 17 andTuesday 19 February. The seminar, worth 10 points, will last for 75minutes and look at the latest developments in equine worming,including changes to Veterinary Medicines Regulations proposedfor October 2013. The seminar is the same on both days, so pointsare awarded for attending only one session.Further points can be gained at a second seminar with Callum –

also lasting 75 minutes – on Monday 18 February. ‘Databasemarketing – making the most of two of your greatest businessassets’ will bring a maximum of eight points and focus on howdatabase marketing can be used to target customers and motivateemployees.SQPs wishing to attend the seminars do not need to book

beforehand but should bring their AMTRA number so that they canregister at the show.“The CPD seminars for SQPs were introduced in 2009 and have

become a really important part of the trade fair,” said ClaireThomas, commercial manager of BETA International organiserEquestrian Management Consultants (EMC).• SQPs (suitably qualified persons to prescribe animal

medicines) must earn a given number of CPD points in a givenperiod to maintain their qualification. The current training periodends on 30 June.

Earn CPD points atBETA International

201317-19 February 2013NEC, Birmingham, UK

ELLIE Harrison, a presenter onBBC TV’s popular Sunday eveningshow Countryfile, is to appear atBETA International next month.She will be at the trade fair onSunday, 17 February and isexpected to present the Virbac SQPof the Year Award.A geographer and ecologist, Ellie

is the face of wildlife and naturalscience programmes for BBC1,Channel Five and Discovery. Shetravelled to Namibia, South Africa,Australia, New Zealand andIndonesia to film wildlife for aseries – Michaela’s Wild Challenge- which earned a BAFTA in 2005.More recently she has frontedBBC1’s The ONE Show.

See Countryfile’s Ellie Harrisonat BETA International


NEWS IN BRIEF• SCOTTISH feedmerchant WmAlexander & Son is to expand into theequestrian and countryside sectors. The 150-year-old familybusiness has also changed its name - to Alexanders Town andCountry Specialists. The business will remain in Dripps Mill atWaterfoot near Clarkston, south of Glasgow. Five generations of theAlexander family have run the company since themid 1850s.

•VETERICYN Eye Care Drops (120ml) and VetericynWound & SkinCare Hydrogel spray (250ml) have been added to the range ofVetericyn wound, skin and eye care products from Innovacyn,distributed by Battles. Hydrogel adheres to the skin to form a barrierto further contamination; Vetericyn Eye Care is a ophthalmic

cleansing solution for all species. The productsare anti-bacterial and anti-fungal. New point-of-purchasemultipacks can be supplied in

large or small animalformat.

•RURAL retail chain Countrywide has secured £26million fundingfromHSBC to support a three-year growth plan. TheMidlands basedcompany says it’s looking to achieve growth both organically andthrough acquisitions, particularly in southern England.

•NOT-FOR-PROFIT trade body the Shop and Display EquipmentAssociation (sdea) is celebrating its 65th anniversary with a newwebsite. www.shopdisplay.org has been updated to reflect shifts inretail design and thinking. Suppliers of shopfitting and displayproducts – including the unusual and hard-to-find - can be sourcedhere.

•BETA has introduced an avian [bird related] module to its continualprofessional development (CPD) programme of SQP courses. Worth48 points, it can be taken as a stand-alone CPD day or delegates canattend the day before sitting an exam to qualify as an A-SQP (suitablyqualified person). “The avianmodule has been included with thecommercial retailer inmind,” said BETA executive director ClaireWilliams. “It’s perfect for anyone who sells poultry feed and wants toextend this part of their range.” BETA continues to offer its generalCPD days and training courses that allow retailers to qualify to sellmedicines, such as wormers, as an SQP for small animals andhorses. Contact Tina Rogers at BETA, tel 01937 587062, or [email protected].

•SIX equestrian companies will join other Royal Warrant holders for aone-off event this summer at BuckinghamPalace gardens.The Coronation Festival (11 - 14 July), marking the 60th anniversaryof The Queen's Coronation, will showcase brands that have earnedthe recognition of Royal Warrants over the years.Bedmax Shavings, Abbey England, Dengie Horse Feeds, ValeBrothers, Dodson &Horrell and Shires Equestrian will berepresenting the equestrian industry.Royal Warrants are amark of recognition to individuals orcompanies who have supplied goods or services for at least fiveyears to the Households of The Queen, The Duke of Edinburgh or ThePrince of Wales.

•WORK has begun on a £125m leisure and entertainment complex atthe NEC, Birmingham – the venue for BETA International. ResortsWorld Birmingham at the NEC is due to open in January 2015.Designed to enhance visits to the exhibition centre with 24/7 activity,the complex will consist of a casino, 176 bed four/five star hotel, afactory outlet centre,cinema, conferencefacilities to beoperated by the NECGroup and variouscatering outlets.The attraction willbe one of a numberof ResortsWorldcomplexes acrossthe world.


No more cold earsTHE Riders BOBhat, in stretchLycra, fits under a riding hat tokeep the head and ears warm inwinter.It also works as a protective

lining for expensive hats, yetdoesn’t distort the fit, saysmanufacturer HarpleyEquestrian.The UK made BOBhat washes

and dries quickly, comes innavy, pink or navy/pink and onestretchy sizet Harpley Equestrian 0115 961 1537

For outdoor phones...AQUAPAC has launched a compact waterproofcase for the iPhone.Ideal for riders, saddle fitters and all outdoor

folk, you can make calls, send texts and takephotos through the case thanks to a Lenzflexwindow.As well as sealing out water and sand, the

case has been successfully tested by ImperialCollege London at five metres underwater for upto one hour. The RRP is £20.

Time’s up for yellowonlyOPTIMUM TIME is introducingbright new colours to its existing‘big yellow’ Event Watch collection.Check out almost any photograph

of a top eventer, and you’ll see theubiquitous over-sized watchstrapped to his or her wrist –essential equipment for avoidingtime penalties.It’s become standard gear for

eventers, team chasers and the like– and a useful stock idea as the newcross country season approaches.t Optimum Time 01733 333324

You could clean up with these products...HORSE owners often joke howthey prefer mucking out tocleaning the house. Well, theycan do both with The LogicalRange – an innovative cleaningcollection.There are four products in

the introductory range. All arenon-toxic, harmless to handle,sensibly priced and designedfor busy, animal owninghouseholds.Alayne Wells, who gave up

her job with The LogicalRange’s manufacturer Bio-Productions to distribute theproducts, says she’s gained positive feedback from consumers at ahandful of shows this year. The official trade launch is at BETAInternational next month.“The opportunity to demonstrate our products Stable Cleanse and

Germ Kill, and show examples of garments and tack washed orcleaned with All Rounder, proved very powerful,” said Alayne.“The most graphic demonstration though has to be the one where

we demonstrate Sprinkle. This highly absorbent powder quickly turns a‘whichever end’ organic emission into a manageable solid mass thatcan easily be scooped up and safely disposed of without the need forrubber gloves, a mountain of paper and a nose–peg!”The Logical Range is modelled on a well-established core product

range from the cleaning industry and therefore uses tried and testedformulations.t The Logical Range 07718 701721

For sore stomachsYOUR customers may be interestedin Ulser Gard Solution if theirhorses exhibit teeth grinding, moodswings, are cold backed or object tothe girth being tightened.Ulser Gard works in four ways to

combat [equine gastric] ulcers, sayssupplier Equine America. Itneutralises acid in the stomach withant-acids, soothes and coats thestomach lining, heals underlyingulcers and firms loose droppings,claims the company which launchedthe product in November.The RRP is £19.99 for a two

month supply (946ml).t Equine America 01403 255809

New feed has ponyappealPRESENTED in pink packagingadorned with a pretty pony, there’s nomistaking the target market of newForget Me Not Farm Complete Chaff.The feed itself – a safe, sensible,

low sugar, balanced chaff - iseminently suitable for the children'sponies at which it’s aimed.Developed with help from ‘chief

taster’ Vanilla, Forget Me Not Farm’scute Haflinger who appears on thebags, the ready-to-feed chaff is madefrom chopped straw and soya oil witha full complement of vitamins and minerals.There’s no need to add mixes or cubes – but there is a tantalising

sprinkling of, you’ve guessed it, vanilla.Forget Me Not Farm Complete Chaff comes in 12.5kg bales, with a

launch offer of £1.50 off the RRP of £5.50 (normal RRP £6.99).t Forget Me Not Farm Feeds 01621 842984


Designed for donkeysTOPSPEC has launched a Donkey ForageBalancer.The product, believed to be the first of

its kind, was developed in conjunctionwith The Donkey Sanctuary. Theinternational charity is set to benefit by£1 for every bag sold.Among the testers during trials

conducted at The Donkey Sanctuary wasArthur. The five year old donkey was soneglected that he was severelyunderweight, and lacking not only inbody condition but also the essentialnutrients needed to return him tohealth.“We began feeding him the donkey

forage balancer as part of a comprehensive rehabilitationprogramme,” said Faith Burden of The Donkey Sanctuary. “After justsix weeks, Arthur was 22kg closer to a healthy donkey weight, and wasmuch brighter for having access to the vitamins and minerals his bodyhad been craving during his period of neglect.”TopSpec Donkey Forage Balancer is designed to be fed to donkeys

from three weeks of age upwards. It provides essential vitamins andminerals plus amino acids, pure specific yeast and MOS (mannanoligosaccharides) to balance forage.The low protein, low sugar and starch, low calorie formula will not

promote weight gain and can be used as part of a weight reductionprogramme when the rest of the diet is also calorie controlled.Using TopSpec Donkey Forage Balancer will promote general health,

greatly improve hoof quality and produce a supple skin with a strongcoat. It also helps to maintain a healthy immune system.“Donkeys have evolved to do well on a very low intake of energy and

protein,” said Nicola Tyler of TopSpec. “The forage that donkeys eat inUK homes today is very different to that found in their natural desertenvironment.“Trials at The Donkey Sanctuary have shown that they respond well

to micronutrient supplementation. TopSpec Donkey Forage Balancerprovides a tailored formula of micronutrients in a palatable pellet,making it simple for owners to improve the quality of life enjoyed bytheir donkeys.”This is believed to be the first commercially available forage

balancer specifically designed for donkeys.t TopSpec 01845 565030

Safety aid approvedTHE RS-TOR rider safety aid has been approved for use in Jump Cross,the relatively new sport combining show jumping and cross country.Held in the hand like a whip and designed to aid stability in the

saddle and/or prevent a fall, the RS-tor may be used in BritishShowjumping (BS) competitions but only for warming up with BritishDressage (BD) and British Eventing (BE).It does not contravene Pony Club equipment rules and may generally

be used within BSPS Heritage and Tiny Tots showing classes. Retailingat £44.99, it comes in children’s, small and medium/large sizes.t PolyPads 01842 752020

A bit more controlGERMANmanufacturer Sprenger has launched two new bits designedto enhance riders’ control and horses’ comfort.Max-Control, a double jointed, stainless steel bit is a correction or

training bit which locks at a certain angle to become a straight bar.When the horse is working properly, it lies passively in the mouth;

but when the horse opposes the rider’s hand, the locking effect occurs.This helps the horse learn that it’s more comfortable to work in a goodoutline, says Sprenger.Max-Control is available from UK distributor Zebra Products in 5”-

5¾” mouthpieces. The RRP is £63.Also new, the Eggbutt Mullen Mouth has a hard, carbon covered

mouthpiece to disperse pressure over the whole tongue area and thelower jaw bones. It’s useful for horses that ‘back off’ the rider’s aids,encouraging more of a contact when coming into a fence, for instance.The Eggbutt Mullen Mouth bit comes in sizes 5”- 5¾” with an RRP

of £45.t Zebra Products 01352 763350

EQUESTRIAN TRADE NEWS JANUARY 2013 15www.equestriantradenews.com

Keep your salesqueaky clean!January sales get consumers back into the swingof spending. Whether you're planning to offer ‘50%off’ or state ‘was/now’ prices, make sure thebenefits can actually be achieved. If they can’t, areexaggerated, or have conditions that are not madeclear, consumers are likely to be disappointed. Sokeep your customers happy and your reputationclean by making these five New Year resolutions,says CAP (Committee of Advertising Practice).

1. Qualify your sale claimsAvoid making general “SALE”

statements without includinginformation about what exactlyis included. Consumers are likelyto understand such a claim tomean that everything you sell isreduced. If you indicate that thesale is on “selected lines only”,make sure a reasonable numberof categories are included and, ifyour sale is on say selectedclothing items only, make it clearthat the sale is limited to thatcategory.2. Availability of sale itemsWe receive lots of complaints

from consumers who visit onlineretailers and see a reduced item,only to find that it’s notavailable. If stocks are limited,make that clear. However, in theevent that you do run out ofstock, remove theadvertisement. If, however, youare running a sales promotion,there are specific rules whichreflect a retailer’s obligation tomake a reasonable estimate ofthe demand for promotionalgoods. The AdvertisingStandards Authority (ASA)upheld a complaint last yearabout the availability of an itemwhere a promoter failed tomake a reasonable estimate ofdemand and continued tomarket it after stock had runout.3. Price items accuratelyPrice statements in your

promotions should not misleadby omission or exaggeration. Ifyou’re an online retailer andnon-optional charges apply inaddition to the cost of the item,be sure to make that clear in thebody copy. If non-optionalcharges apply per item, theyshould be included in thequoted price. If a one-offdelivery or transaction fee ischarged per order, and there areno other means for your

customers to avoid these costs,make them clear on the productpage.4. Hold relevant evidenceThe ASA applies the rule of

thumb that 10% of productsadvertised in “from” or “up to”claims should be available at thequoted price. In the event of anASA investigation, evidencewould need to be supplied todemonstrate this. Savings claimsalso need to be supported withevidence. They often refer to theamount or percentage that canbe saved, such as “save £100”or “save 50%”, and thesesavings should compare thecurrent price with the price atwhich the product was mostrecently sold. If the basis of thecomparison is different, theadvertisement should make thebasis clear; and if thecomparison is with an RRP, anysavings claim should be basedagainst the price at which theproduct was generally sold.5. If you set a deadline,stick to itIf your sale items are not

subject to availability then youmight need to state a closingdate to avoid consumersexpecting the advertised stock tobe reduced indefinitely. Closingdates are significant conditionsso, if you pick one,communicate that in yourmarketing and make sure youstick to it. The ASA haspreviously upheld a complaintabout an ad that claimed "SALEENDS MONDAY 8PM", becausethe advertiser continued to offerpromotional prices after the endof the advertised sale, in whichthe price on selected productsdecreased further.

• For more information,visit the Committee ofAdvertising Practice websiteat www.cap.org.uk

Herbs for chickensGLOBAL HERBS has developed a range of herbal supplements forchickens.The products - for calming, mites and lice, breathing, droppings,

well being and other common poultry issues - are ideal to stabiliserescued hens that may have suffered in a caged environment.The care4chicken website provides hints and tips for those new to

chicken keeping.t Global Herbs 0800 1694709

Fly the flagTHERMATEX haslaunched apatriotic versionof its T2000 rug.Originally

designed byStella McCartneyfor the OlympicBritish Team, theUnion flagdesign replacesthe familiarsmall squares inthe knittedfabric.The rug

retains Thermatex’s three layered wicking properties; and, of course,it’s available in red, white and blue, with sizes 4’ to 7’3”. The RRP is£140.Thermatex is the official supplier of cooler rugs to the British

Equestrian Team, an association dating back to 1996. The brand ismanufactured in Wales from British raw materials and components.t Thermatex 01239 614648

Sporty accessoriesTHE new accessory series from Schockemöhle Sports consists ofprotective bags for riding boots, hats and jackets. There’s also astable curtain and spacious holdall.In a smart grey livery, with orange highlights, the luggage looks

sophisticated and is swish enough to take anywhere. The collection isheld in stock as standard.t England: JM Sales Agencies 07818 051375. Scotland: Mary WastieAgencies 07800 558636

Saddles in the blood…

years which Peter thinks ismainly due to economicfactors. For registered saddlefitters, checking and sellingsaddles can be quite lucrative.

“The Society of MasterSaddlers (SMS) is now cateringfor saddle fitters more, ratherthan the retail side. When youfirst applied to be in the SMS,you had to sell saddles andprovide a service to thecustomer, such as sell bridles,soap and sundry goods,” hesaid.

“The SMS used to be retailorientated, now the saddlerhas to achieve the rightqualifications through City andGuilds which came into forcefor bridle making and saddlemaking. The WorshipfulCompany of Saddlers set up

the qualifications and supportsthe SMS.”

Peter has always taken tothe road and gone saddlefitting. In the early days, herecalls, the advice was merely‘three fingers at the wither’.There was certainly noconnection with vets or ‘backpeople’.

Since the introduction ofsaddle fitting courses, Peterhas seen tremendous change.Can it really be only in the lastten years that saddles havebeen made to fit the horse?Peter says manufacturers aremore aware of the importanceof quality and fit too.

“Stubben was the saddle ofchoice 20 years ago; they wereworth £600 new. Times havechanged. Pony saddles could

For more than half acentury, Pointings hastraded in Bath.

When current owner PeterLewis’s father boughtJ.Pointings & Son in 1956 itwas a hay and corn merchantsat 22 Monmouth Place. Peterjoined the business in 1969.

Shortly afterwards, a localcouncil compulsory purchase -to make way for the BuchananTunnel, an ambitious andflawed traffic scheme whichnever happened - forced themto move.

Pointings found itself at 37Kingsmead Street, whilePeter’s parents expanded intogardening goods at anotherBath location.

“Smiths were the saddlers inBath at the time, they werebased near the Abbey,” saidPeter. “They closed and peoplestarted asking me for saddlery.I obtained the services of AlanHooper who had been withSmiths and moved into 5Monmouth Street where thesaddlery had its own separateshowroom.” The feed side ofthe business stayed atKingsmead Street until thatwas wound up.

At the end of the 1980s, theopportunity came up to rentBlathwayt stables onLansdown on the northernfringes of Bath. It used to be ariding school where thefamous lady show jumper PatSmythe kept her horses.

Peter initially used thebuilding as a workshop. Hisparents retired from the

gardening business and Alanretired in about 2002. Sincethen, the workshop has movedinto a set of portacabinsopposite what is now the retailshop. Alongside a range of200 saddles for sale, all otherstock relates directly to tack;not clothing, not pets.

Pointings stocks one of thelargest selections of new andsecond hand saddles in thesouth-west and boasts someof the best quality bridleworkin the world.

Since developing the saddleside of the business 40 yearsago, saddlery has become theheart of Pointings; it is itsniche. Peter taught himself theskills needed. He has sincebeen President of the Societyof Masters Saddlers, Chairmanof BETA, and Master of theWorshipful Company ofSaddlers.

He also lectures on saddlefitting. “It was thanks to Aliwho continued the businessfor me I was able to do it. Itrequired a lot of weekendwork, but it was a greathonour and I wouldn’t havemissed it.”

Ali Kinge, who trained withPeter, works alongside him inthe shop and out and aboutfitting saddles. Tanis Brain isthe current apprentice whoundertakes bridlework andlooks after the internet side ofthe business.

“The future is online, notnecessarily selling, but gettingyour message out there. Thesedays in the industry you haveto multitask,” said Peter.

The internet has providedopportunities, but alsoproblems; customers havebeen known to get Peter to fita saddle, say ‘thank you verymuch’ and buy it cheaperonline – something that’sfraught with danger, he warns.

Saddle fitting hasundergone a hugetransformation in the last ten

Pointings was originally a hayand corn merchants.

There’s no country clothing or dog beds at Pointings…only saddles,saddles and more saddles. Katie Roebuck meets owner Peter Lewis,who’s something of a legend in the trade.

“ The workshop usedto be a riding schoolwhere Pat Smythekept her horses.”


As a former SMS President and BETA chairman, Peter Lewis has contributedmuch to the trade.

be bought for £30. An Englishspring tree saddle was £120.Our best selling saddle rangethese days is Albion. Theadvantage Albion have is theymake their own tree; so thedesign is the same tree all thetime on an established modelwhich won’t change.”

Peter and Ali travel within a50-mile radius to meet clientsat their own yards. It takesabout an hour to fit a saddleand the travel is timeconsuming, but although theycan fit saddles to horses atBlathwayt, the horses are morerelaxed and settled at homewhich is preferable.

Peter counts a lot of toplevel eventers and dressageriders among his clients.“Professional riders knowexactly what they want andhow their horse goes in it,” hesaid. “The more novice riderdoesn’t quite know andinitially hasn’t got the ability todetect how the horse ismoving underneath them.

“They know if the saddle iscomfortable for them or not.The saddle fitter can see how

the horse reacts. There aremore variables when selling toa novice.”

Although it means extrapaperwork, Peter welcomesthe new trade legislation thatstipulates a seven day periodduring which the customercan return the saddle if notsuitable for them. “It’s achange for the better toprotect the customers andsaddle fitters,” he said.

Peter also carries out a checkafter four to six weeks to makesure the saddle still fitscorrectly.

For the man who has beensynonymous with saddlery forso long, decisions have to bemade. Peter is thinking aboutretirement and the shop leaseis up in four years’ time.

Ownership and location maychange again, but there is littledoubt after 40 years that Peterwill let Pointings do anythingother than continue to live upto its well establishedreputation. Pointings willremain true to its core, sellingand fitting saddles for thebenefit of rider and horse.

Stock with no sell-by date…The only trade stand Pointings has these days is at BadmintonHorse Trials. In fact, being local and great for publicity, it’s amust-do show.

So it was devastating for Peter and his team when Badmintonwas cancelled last year. Like other traders, Pointings was leftwith surplus stock – although of course high quality bridleworknever goes out of fashion and will be back on sale atBadminton 2013.


No longer do horseowners rely solely onstraw or shavings. Anincreasing number of

alternative bedding productshave entered the market,including wood fibre, paper,hemp and even elephant grass.

Meanwhile growth of theinternet and social mediamarketing means that end usersare contacting manufacturersdirectly – by-passing the retaileraltogether.

So how can retailers ensurethey not only maintain sales, butalso increase them?

Knowledge of the customerbase and the products they buy,

As consumers enjoymore choice andsources of supply,bedding retailersface new challenges,says Claire Haywardof easi animalbeddings.

along with knowledge ofbuying patterns and a goodstockholding, are the keyelements for successfulretailing.

People like to visit retailstores to buy their bedding,along with other products thatthey might need, but retailersmust ensure that the productstheir client base buys arereadily available in store.

Products need to be welldisplayed with clear pricepoints. Time is of the essencefor the majority of horseowners; they know what theywant and they will shop at thestores that always have whatthey need.

A lack of space in manyretail stores means bedding isoften kept on pallets at therear of the building, making itdifficult for shoppers to see thefull range on offer. Successfulbedding retailers display anopen bale of each product,enabling shoppers to see,touch, feel and smell thebedding before making apurchase.

Retail staff who can helpshoppers with bedding queriesis another way to retaincustomers. Sound adviceabout which product mightsuit a particular horse is morelikely to keep the client - and inthe process build a trustingrelationship, increasing thelikelihood of repeat business.

easibed attends many openevenings to support itsretailers throughout the UK.It’s a great way for stores topromote their products andservices and to open theirdoors to new and existingclients.

Open evenings allow reps tointeract with customers andexplain the benefits of theirproducts face-to-face. Suchevents often encouragecompanies to offer specialdeals on the night too.

For sales reps, it’s a fantastic

How to sellmore bales...

Clearly displayed and pricedbedding for successful retailing.

Claire Hayward “easibed supportsits retailers.”

means of building relationshipswith stores and customers; whilefor retailers it’s a great way toadvertise what they have on offer.

easibed prides itself on therelationships that it has built withexisting clients over the years. Wefeel our customer service is key tothe success of the selling of ourproducts and the loyalty from ourretailers and wholesalers.

Smallholder salesThe launch of easibed’s sister

product easichick has also provedpopular with retailers, giving themanother product to promote totheir clientele.

easichick’s 10kg bag is ideal forsmallholdings or chickens in theback yard – or a new attraction forexisting customers who may havepoultry as well as horses. It’s alsoanother way to pull customersthrough the door.t easibed 07717 734207

Horse owners willshop at the storesthat always havewhat they need.



Sweet dreams...Is it time you woke up to what’s new in bedding?

Consistent supply assuredVERDO Horse Bedding is a heat-treated wood pellet product.When a small amount of water

is added to a bag of the bedding,a regeneration process isactivated and within 20 minutesit’s ready to be emptied onto thestable floor.Verdo pellets, made from

virgin soft wood, is said tocontain less than 1% dust. Thesuppliers claim it can save up to40% on consumers’ bedding bills.The pellets, which absorb

three times their own weight inliquid, are made in a UK basedproduction plant which is open364 days a year, ensuringconsistent supply, says thecompany.t Verdo Horse Bedding01264 342 009

Box clever this winterWITH many horses spending extra timeconfined to their boxes this winter,Nedz bedding can help provide a safe,hygienic and comfortable environment.Made from chopped straw, Nedz Pro

and Nedz Original have anti-bacterial,antiseptic, anti-fungal and anti-parasitic properties to help eliminateodours.Nedz Original is a traditional wheat

straw product, while Nedz Pro is madefrom oilseed rape straw. Both are saidto be quick and easy to muck out.t Nedz 01254 677 762

The many pluses of pineBEDMAX has been makingshavings predominantly from pineever since the company launchedits purpose-made bedding in 2000.The anti-bacterial power of pine

is particularly important as morehorse owners turn to woodshavings or other wood product-based bedding for their horses,says managing director TimSmalley (pictured).“We decided to use pine because

our research justified the healthadvantages to horses in the stable.Pine has been used medicinally and as an antiseptic for centuries incultures all over the world, but it wasn't until recently that its anti-bacterial effects were scientifically proved. This is a factor that horseowners should be aware of when choosing bedding.”Scientific tests [references available] have shown that different

types of softwood vary enormously in their anti-bacterial'performance'. They prove, for instance, that pine works faster andmore effectively than larch or spruce, types of wood also used forhorse bedding.In two comparative tests using pine, larch and spruce, carried out

by scientists in Germany in 2002 and 2005, pine proved to be the mostpowerful and efficient killer of two of the most prevalent harmfulbacteria: Escherichia coli (E.Coli) and Enterococcus faecium.In the case of E.Coli in particular, pine killed the harmful bacteria

much faster and more completely than spruce or larch, andcompletely prevented regeneration, unlike the other two softwoods.Although Bedmax has been using pine for more than 12 years, a

remarkable recent experience has prompted the company to promotethe source of its shavings.“A growing number of sheep farmers have been using our pine

shavings in their lambing pens, and many of them report that this isreducing their lamb deaths, as well as saving money on expensiveantibiotics,” said Tim.The principal cause of lamb death is E.Coli infection leading to

scour or diarrhoea. Among farmers using Bedmax, many report thatthey are virtually eliminating E.Coli infections and seeing far fewerlamb deaths.“This is a significant practical demonstration of the hygienic

properties of pine shavings,” said Tim. “We set out in 2000 to producea bedding that was as healthy and as hygienic as possible for horses.We believed then that using pine added an extra benefit to all theother benefits we designed into our shavings - science has confirmedthat belief.”t Bedmax 01668 213467


Reduces harmful bacteriaYOUR customers can helpto protect horses fromharmful bacteria andfungus with KBF99 stableequipment.The range of buckets,

brooms, shavings forks,salt lick holders and scoopsincorporates the KBF99additive which was testedat Coventry University andeffectively killed 99% of thebacteria test culture(including Strangles,Ringworm and E.Coli).KBF99 is chemical free and can dramatically reduce harmful

bacteria and fungus in the stable environment when combined withgood management.Prices start from £5.99 (retail). The additive is effective for a

minimum of two years and all products feature a best before date.t Vale Brothers 01239 614648

Mucking out made easierEZIMATE can be added to any muckingout tool to help reduce back fatigue.The handle attaches mid-way down

long handled tools at the optimumposition, depending on the user’sheight, to enable him or her to keep astraight back.Ezimate is available in a range of

attractive colours, in single or triplepacks. RRPs are from £7.95. It comesnicely presented for retail sale.t New Equine Wear 01172 303700

A prosperous New Year!SADDLERS and agriculturalmerchants can look forward to agreat year.Agriculture is doing well, so

associated industries look setbenefit, says Chris Birch, salesmanager at Faulks & Cox.“Farmers’ wives and kids have

that bit extra to spend on theirfour legged horse friends. Wehave already noticed our equineand agri ranges making a greatupturn,” he added.

“Wm. Faulks Tools andTubtrugs [pictured] are doingparticularly well as they are itemsthat everyone needs and buys...the convenience of Profit Packpresentation just makes it a no-brainer to stock the products.”The dedicated POS stands

feature in the Faulks & Coxcatalogue that was distributed with the October 2012 issue of ETN.t Faulks & Cox 01455 848184

Tools for the tradeBedding needs tools to muck out and ‘set fair’.

The definition of dustBEDDING producer Plevin considers anything of 1.3mm or less asdust – that enemy of the stabled horse.“Our specialised machines eradicate anything of 1.3mm or

lower,” says Colin Smith, group sales manager. “So we guaranteeall our equine beddings are dust free with no airborne materials inour packs whatsoever.”Plevin’s Snowflake Supreme and Woodpecker brands are

sourced directly as shavings.“They’re a by-product of UK saw mills where items like skirting

boards, wood paneling, and architraves are made,” explainedColin. “We collect shavings in sealed containers to transport backto our depots.“At this stage, the shavings and the dust are together, but our

machines vibrate them to eliminate all dust. In simple terms, theygo into what looks like a big sieve which will not let anything above1.3mm through.”Shavings are then baled and packed by approximate weight. “It’s

easy to tell quality shavings,” said Colin. “With lower grade brandsyou see a layer of dust around the base of packs once they settle.You won’t see that with our brands.”Snowflake Softchip is also sourced from UK saw mills, but as

off-cuts - surplus wood which mills discard.“It’s recycled in that it would otherwise go to landfill, but it’s all

100% clean, kiln-dried, white softwood. We put it through our ownspecialised milling process, before it goes through the dustextraction system,” said Colin.Softchip is a key product in Plevin’s range as it is consistently

available year round.Meeting demand

“No company can guarantee supplies of wood shavings bedding,as we really are in the hands of the weather gods,” said Colin.“If saw mills see a dip in demand for their products, there’s a

knock-on effect to us. Wet summers like 2012’s seriously affectsupplies. But what we can do is build up stocks in drier periods,monitor customer buying patterns and always do our best to meetdemand.“In addition we have Softchip as a consistent, reliable back up

when shavings are short. Customers who prefer traditionalshavings may have to make slight changes in beddingmaintenance, but we can advise them and the supply is there.”t Plevin 0870 7500805

Saving time and moneyTIME and money are two things yourcustomers might be seeking to savein the New Year.Introducing them to Megazorb

could give them more quality time tospend with their horses – and cash tospend on other items with you!Megazorb’s “amazing absorption

capacity” means that once the initialbed is down, very little extra isrequired for upkeep, says supplierNorthern Crop Driers.By removing the very wet patches

and topping up the bed as and whenrequired, costs are dramaticallyreduced. Mucking out time and theamount of waste for disposal are also slashed.t Northern Crop Driers 01759 318396

• A Day, Son & Hewittteam who took part ina 24-hour mechanicalhorse ride helped raise£2,500 for a localRiding for the Disabled(RDA) group. It was aparticularly valianteffort for the non-riders from thehorsecare brand suchas events coordinatorTom Davis (pictureddoing his stint in thesaddle) and James Watts from marketing. Also taking part were LauraDagg, Sue Taylor and Toby Springham.

• Dr Andrew Waller, head ofbacteriology at the AnimalHealth Trust (AHT), waspresented with the British HorseSociety’s (BHS) Welfare Awardfor Excellent Service by BHSpresidentMartin Clunes in aceremony at Saddlers Hall,London.Andrew has been

instrumental in the developmentof blood and DNA tests todiagnose horses infected withstrangles, as well as workingtoward the launch of the first safe vaccine. Some of this work was part-funded by a £15,000 bursary from Burghley Horse Trials in 2011.

• Equine nutritionist Eloise Vizor(pictured on her horse Dominoe) andbiomedicalgraduate KerryCurtis have joinedsupplementscompany EquiFeast.Both will be helpingon theGloucestershirebased firm’s equinehelpline, with Kerryalso providing bird care and petadvice.

• Editor Abbey Wass has left monthly magazine Hooked on Horses. Areplacement for the Essex regional title has not yet been announced

• Lisa Dure, formerly with Redpin Publishing,has launched a marketing, PR and promotionalbusiness, The Brand Wagon.

• A number of British appointments have been made to the FEI GeneralAssembly [the governing body for international horse sports]. Dr PeterWhitehead becomes chairman to the FEI Medical Committee. A GP, he isthe current director of human sports science and medicine for the BritishEquestrian Federation's (BEF) World Class Programme.Endurance sees John Robertson, a 4* endurance judge, technical

delegate and endurance course director, appointed to the FEI EnduranceCommittee. John Eccles has been appointed to the FEI VaultingCommittee. John, chairman of British Vaulting, trains and lunges WHBentley for his daughters, Joanne – the current female world champion –and Hannah.Chief executive of British Dressage (BD) Amanda Bond has joined the

FEI Para-Equestrian Committee. Amanda was GB’s paralympic equestrianmanager in Beijing (2008) and London (2012). Captain Mark Phillipshas been short-listed for the position of eventing course designer for the2016 Olympic Games in Rio.

• Congratulations to Nigel and ClaireBrown, of Handmade Shoes - UKdistributor of Kevin Bacon’s hoof careproducts, who have an addition to thefamily. Emily Grace Brown was born on25 November - the wettest night of theyear - weighing 7lbs 2oz.

• Paul Dickson and OrlaO'Neill were married on 28October at Mount Falcon,Ballina, Co Mayo. The happycouple is pictured withPaul's father and mother,Brian & Polly Dickson, wellknown in the trade asprevious owners of DerbyHouse Saddlery. Manyfamily and friends made thejourney to Ireland for awonderful weekend.

• Equine vet Elizabeth Finding (left) has joinedThe Royal Veterinary College (RVC) and Waltham-led research group, The International LaminitisConsortium, to start a PhD on laminitis. She willbe trying to find out why some horses and poniesare more at risk of laminitis than others, andwhat preventative measures can be put in place.



• British paralympic dressage rider Deb Criddle called in at TheIdeal Saddle Company in Walsall to meet the man who madeher saddle. Deb is pictured with Tony Fellows - and her goldmedal. Deb lost her right arm and seriously injured her right legfollowing a motorcycle accident. London 2012, her fourthparalympics, saw her win three medals riding The Lady JosephTrust’s LJT Akilles.

• Sally Wagstaff andGulliver (pictured) wereamong the winners of the2012 Grange FarmJumpCross League,sponsored by feed companyTopSpec. The hybrid ofshow jumping and crosscountry is provingincreasingly popular with thevenue near Peterboroughsomething of a headquartersfor the sport.

• There were treats all round for the winners of the 2012 PonyClub Open Eventing League, sponsored by Likit. Competitionshad been held all season with 600 horse and rider combinationstaking part.

League winner Stephanie Elliot (22), from the NorthWarwickshire branch, scooped a day’s training with legendaryeventer Mark Todd. Hundreds of pounds worth of trainingbursaries went to the runners-up, Likit also donated prizes in kindand all competitors received a Likit Treat Bar.

“Well done to all those who took part and thank you to all thebranches for their superb organisation in what was a challengingseason weather-wise,” said Likit marketing manager and formerPony Club member Lindsay Gall.

• Katie Jerram is endorsingGatehouse Hats after testing thecompany's Hickstead Riding Hat forShowing World magazine. “I wasreally surprised when I tried theHickstead,” said the top show rider,“I can honestly say it’s one of thebest velvet show hats I’ve ever worn.”

Katie has since purchased aGatehouse HS1 which passes SnellE2001, the highest manufacturedriding helmet standard in the world.“I wear a jockey skull when I’m onthe yard because you can never tellhow horses are going to react, notjust when being ridden, but whenyou’re feeding, clipping or turningthem out. Wearing my HS1 reallymakes me feel safer,” she said.

How to get your event or sponsorship listedETN welcomes submissions to Sponsors & Shows from allorganisations, commercial companies, events, training courses andconferences. Please include your dates, venues, contact details andwhy your fixture/event/training is of interest to the trade.

• Dodson & Horrell is to be the title sponsor of ChatsworthInternational Horse Trials. The event at the Derbyshire home of theDuke and Duchess of Devonshire takes place on 10-12 May. Lastyear’s running was cancelled due to waterlogged ground. Thefeed company is also backing this year’s Veteran Horse ShowingChampionship for the eleventh consecutive year. Open to horsesaged 15 and over, 17 regional finals culminate in a championshipat Olympia. British Dressage’s novice championship has attractedsupport from Dodson & Horrell for the 13th year.

• Abbey England is to sponsor the Champagne Bar at BETAInternational 2013 under its Equus brand, famous for its rubberover-reach boots. The company is a former BETA Internationalmain sponsor.

“It’s fantastic to welcome Abbey England back on board as asponsor,” said Claire Thomas, commercial manager of EMC,organiser of BETA International. “The company is one of theshow’s most loyal and enthusiastic supporters and we are reallylooking forward to working with them once again. TheChampagne Bar always brings a sparkle to the show.”

Abbey England, formerly Abbey Saddlery & Crafts, owns anextensive business portfolio including the Liston Lock Companyand B B Stanley Brothers of Walsall. The latter is the UK’s lastremaining brass foundry, enabling Abbey to supply British-madecomponents to the equestrian, fashion and motor industries.

“The Equus Boots by Abbey Champagne Bar is an idealopportunity for us to re-launch the Equus brand to saddleryretailers,” said marketing manager Peter Phillips.

The Champagne Bar is the perfect place for BETA Internationalvisitors to relax and unwind over a chilled glass of bubbly withfriends, colleagues and contacts. Abbey England joins fellowsponsors Caldene, Charles Owen, Equestrian Life magazine,Horseware Ireland, Redpin Publishing, SsangYong, Toggi, TopSpecand Virbac Animal Health which returns as main sponsor.

• Charles Owen is to sponsor the Horse Demonstration &Seminar Arena at BETA International. The riding hat specialist willintroduce The Charles Owen Learning Centre to showcase live-action product displays and retailer information sessions.

“The most successful retailers are those keen to learn abouthow they can improve their business,” said Charles Owenmanaging director Roy Burek. “The Charles Owen Learning Centre@ the Horse Demonstration & Seminar Arena presents a primeeducational opportunity for members of the equestrian trade todiscover more about the products they sell in their shops. CharlesOwen is very excited to support this important initiative from BETAInternational.”

Charles Owen has exhibited at the trade fair for more than 20years. The family-owned and run company celebrated itscentenary in 2011.

The Charles Owen Learning Centre @ the Horse Demonstration& Seminar Arena will chart the brand’s heritage and present aninteractive guide to hat manufacture, testing and fitting, with thehelp of Charles Owen sponsored riders.


...A native pony brood marethat’s due to foal in May

It’s tempting to assume anative pony won’t needfeeding at all, but correctnutrition is recommended forall mares, from conceptiononwards, to support thegrowing foetus anddevelopment of the placenta,uterus and mammary glands.Research has shown thatmodern pasture and forage islacking in minerals yet theseare essential for healthygrowth of the foetus. So someform of supplementaryfeeding is required.

Specially formulated studbalancers, like Baileys StudBalancer, Dodson & HorrellSuregrow or TopSpec StudFeed Balancer, provide all thenecessary protein, vitaminsand minerals without thecalories associated with atraditional stud mix or cube.This makes them ideal forgood-doers, like natives andsome warmbloods, and meansthat a fully balanced diet canbe maintained withoutencouraging weight gain.

Like other balancers, thefeeding rates for these are low,typically around one to twocoffee-mugs-full for a 12hh –13hh pony and three to fourmugs-full for a 14hh – 15hhmare, throughout pregnancy.Once the foal is born, the

dam’s nutritional requirementsincrease massively as sheproduces milk to feed the foal.If her forage intake meets herincreased calorie requirements,she can remain on a balancer,although the amount willneed increasing according tomanufacturer’srecommendations.Alternatively, she may needswitching to a stud mix orcube for extra calories.

Depending on the mare’sbody condition duringpregnancy, forage intakeshould be ad lib although, ifthere is a risk of her gainingtoo much condition when thegrass comes through in spring,access to pasture might needlimiting accordingly. If this isthe case, lower calorie fibresources must be provided sothat intake does not fall belowthe equivalent of 1 – 1.5% ofbodyweight....A Thoroughbred yearlingthat’s struggling to maintainweight during the winterWhether living in or out, the

youngster will need plenty ofgood quality forage tomaintain fibre intake. Thefermentation of fibre in thehorse’s hindgut creates heat,which helps the horse keepwarm from the inside andreduces the number of caloriesfrom food required to keepwarm. This means that, since

grass is likely to be in shortsupply during the winter, adlib supplementary hay orhaylage will be required.

The nutritional quality of theforage will determine the typeof additional hard feedrequired but it’s safe toassume, in this instance, that amix or cube which suppliescalories as well as a balance ofother nutrients, is the feed ofchoice. A yearling is stillgrowing considerably andmust be fed to support thisgrowth, as well as to maintaincondition, so a speciallyformulated stud or yearlingfeed should be given.

Many horse owners andbreeders still wrongly believethat growing youngstersshould not be fed but qualityprotein, vitamins and mineralsare essential to provide thebuilding blocks for goodmuscle development as well asstrong healthy bones, tendonsand ligaments. Growthproblems arise whenyoungsters’ diets areunbalanced or provideinsufficient of these nutrientsto support growth.

Check the sack, brochure orcompany web site to ensurethe stud or yearling feed isgiven at the correct levels, assome are formulated to be fedaccording to the anticipatedmature bodyweight of the

youngster and some accordingto its current bodyweight.Typically for a Thoroughbredyearling like this, we will belooking at 6 – 8lb per day,divided into a minimum oftwo meals.

If the youngster is a poorforage eater or the forage is ofdoubtful nutritional quality,additional fibre sources can beprovided, like alfalfa chopsand soaked sugarbeet pulp.Soakable beet combined withalfalfa, such as Fibrebeet orDengie Alfabeet, is also agood choice as this gives thebenefits of both in oneproduct, namely digestiblefibre and quality protein fromthe alfalfa....A warmblood stallion soon

to be covering maresSperm takes about 60 days

to develop so raising thenutritional status of thestallion 60 days prior to hisfirst covering, or collection ifAI is being used, will helpensure that the sperm is at itsoptimum at the time ofcovering. The aim should befor the stallion to enter thebreeding season withmoderate to good bodycondition and receiving a fullybalanced diet.

Research has shown thatOmega 3 fatty acids areessential for fertility and mustbe included in the horse’s diet

Whatshould

I feed...?

Merchants are often the firstpoint of contact when

customers need advice...ETN asked the experts to

answer these typical queries.

A stallion shouldenter the breedingseason withmoderate to goodbody condition.

as he is unable to manufacturethem. They are directlyincorporated into the spermcell membrane, making itstronger and more able towithstand the aggressiveprocesses of freezing andthawing when prepared forAI. They do not work inisolation, however, andantioxidants, like vitamins Eand C and selenium, worksynergistically to increasesperm numbers and fertility.

All these nutrients areincluded in most good qualitystud and performance feedsso, as long as the chosen feedis given at recommendedquantities, the stallion shouldhave sufficient to support anywork that he is doing andmaintain condition andfertility. For good-doers, orthose with lighter workloadsor limited appetites, a studbalancer is ideal to ensurethese requirements are metwithout the calories oftraditional feeds.

Where fertility rates are indoubt, or for hard workingstallions and those collecting

regularly for AI, feedsupplements designed tosupport fertility are available.Baileys Fertility Plus is a richsource of Omega 3 fatty acidsand other essential nutrients,whilst Blue Chip Dynamic,originally designed to providenutritional support for joints,has also been fed to stallionscollecting for AI....A half-bred mare with foalat foot, born early in February

A mare’s energyrequirements increase by asmuch as 44% once she has

With thanks to the nutritionists at Baileys Horse Feeds.For copies of Baileys’ Stud Range brochure, which containsuseful feeding advice for all breeding stock - as well asproduct information, contact Baileys Horse Feeds on01371 850247.

foaled and is lactating; othernutrients, such as protein,calcium, phosphorus andvitamin A, are in particularlyhigh demand. With the foalgrowing most rapidly duringthe first three months, themare will give up to 3% of herbodyweight daily in milkproduction so, if her diet isdeficient in calories at thisstage, she will lose weight. Ifher diet is deficient in protein,she will lose top line andmuscle, while a deficiency ofmajor and trace minerals willmean she sacrifices stores inher bones and liver.

Since grass availability isnegligible at this time of year,ad lib good quality forage isessential and then, dependingon the mare’s condition,supplementary feed in theform of a stud mix, cube orbalancer. As ever,

manufacturers’ feedingguidelines must be adhered toand rates will be considerablyhigher during the first threemonths, with a 500 – 600kgmare needing around 12lb ofa stud mix or cube, per day,during months one to three,reducing to 9lb during monthsfour to six of lactation.

If the mare is a good-doer,or doesn’t need the fullamount of stud mix or cubesto maintain condition, a studbalancer should be fed toensure the diet contains thenecessary levels of essentialnutrients. Ultimately, thequantity and quality of themare’s milk will determine thefoal’s growth rate, bodyweight and condition,especially during the first threemonths of life when it isentirely dependent on itsmother’s milk.

A mare’s energy requirementsincrease by as much as 44%once she has foaled.


For happy brood maresNUTRITION and environment are keyconsiderations when breeding from amare, says GWF

Horses are grazers who should haveaccess to ad-lib forage and food high infibre and low in starch. For a broodmare toconceive quickly, she should be living astress free life, be in a healthy conditionand feel settled in her surroundings.

Stephen Tucker, managing director ofGWF Nutrition (pictured), has the followingadvice about feeding expectant equines.

“To keep breeding stock in peakcondition, a fully functional digestivesystem is very important to deliveressential vitamins, minerals, trace elements, Omega 3 fatty acids and highquality proteins. These vital nutrients are involved in every aspect ofconception and development of the foetus.

“Once the foal is born, these nutrients carry on contributing to the health ofboth foal and mother going forward. Having gone through the trauma of birth,the mare will continue to need nutritional support to support her foal.

“These vital nutrients play important roles in lactation, so passing onimmunity in colostrum and supporting the growth and thriftiness of the neo-natal foal. Omega 3 fatty acids aid cognitive development, while globularproteins from hemp are utilised in hormones, enzymes and other metabolicprocesses.”

Providing this sort of nutritional help does not have to come at a high price,adds Stephen. “Equilibra 500 + Omega 3 is a complementary feed for allhorses and ponies regardless of age, size or discipline. It lays the foundationfor health, fertility and performance with little or no requirement for otherhard feeds and supplements for horses and ponies in light work or resting.The result is increased well-being for the horse and foal at foot, in a simplemanner, and greater economy for the owner.”

Equilibra 500 + Omega 3 should be fed with good quality forage such asgrass, hay or chaff. The feed has an emphasis on naturally slow, microbial,hindgut fibre digestion and the slow release of energy that comes from it. It isnon-heating and is a natural and beneficial way of feeding.t GWF Nutrition 01225 708482

The generation gameBreathe new life into your sales by stockingup on products for the stud season.

Meeting their needsIF YOUR customers have youngstock or run a stud,you can meet their requirements by stockingTopSpec Stud Feed Balancer.

Designed for broodmares, youngstock andstallions, this balancer promotes muscle andskeletal development without providing excesscalories which may result in overtopping.

It also improves the amount of nutrients a horsecan extract from the total diet, ensuring breedingstock receive optimum nutrition from reducedlevels of hard feed, with many resulting benefits.

TopSpec Stud Feed Balancer improves hoof, skinand coat quality, while helping to maintain appetite,moderating the effects of stress and helping tomaintain a healthy immune system.

Features include good quality protein andintracellular soya oil plus powerful levels of vitaminE and selenium; these antioxidants are importantfor fertility and muscle function.t TopSpec 01845 565030

The retailer’s stud kitSARACEN Horse Feedscan provide yourcustomers with an easy-to-follow stud feedingplan.

Within its range arefeeds formulated to meetindividual horse’srequirements. Saracentakes this approach beingmindful that mares,stallions and youngstockhave very differentnutritional needs.

Take the Saracen Stallion Plan which comprises CoveringMix and Off Season Mix. During the off-season, stallions can bemaintained on the latter to keep an optimal body weight. Then,60 to 90 days before the breeding season begins – the time ittakes sperm to be made - Covering Mix should be introduced.

Carnitine is included in Stallion Plan feeds as research hasdemonstrated that it increases progressive sperm motility[capable of movement by independent means] by over 50%.There’s also a balanced ratio of omega-6:3 fatty acids whichhave the potential to affect sperm quality as well as quantity.

Retailers should also consider stocking Saracen Mare-Careat this crucial time. This product focuses on the three stages ofequine reproduction: early (conception to seven months), thelast trimester to foaling, and lactation – with respectivenutrient requirements.

“The most common mistakes made in feeding broodmaresare to overfeed during early pregnancy, and underfeed duringlactation,” says Saracen’s nutritionist Lizzie Drury. “SaracenMare-Care is a specifically formulated diet for broodmaresduring late pregnancy and lactation.”

Among the comprehensive list of Mare-Care’s ingredients isBio-Mos to help optimise mare health by attracting and‘mopping up’ bacteria such as E-Coli and Salmonella. Bio-Moshas also been shown to support the horse’s immune system;while the inclusion of Bio-Mos in broodmare diets optimisescolostrum quality.

Saracen Level Grow (mix and cubes) is another usefulproduct for merchants to stock at this time of year.

Formulated to be fed like a conventional stud feed, itfeatures fats and ‘super-fibres’ as energy sources. Postweaning, Saracen Level-Grow can be the sole source ofconcentrate feed given to weanlings to carry them through totheir yearling year, until growth rates start to level off.

His Highness (Wynton x Fabriano x Donnerhall), themagnificent KWPN colt in our photograph by Kevin Sparrow,has been fed on Saracen Level Grow.t Saracen 01622 718487

Continued on page 34

Obesity has been a cause for concern in humans, pets and equinesfor some time. But what are the implications for brood mares, asksKatie Williams M.Sc, technical manager at Dengie.RATHER than ‘eating for two’, a pregnant woman only needs anadditional two slices of bread and butter (depending how thickly shespreads the butter!) in her last trimester to meet the additionalenergy requirements of pregnancy. That equates to about a 20%increase in energy intake - not double!

For mares, the National Research Council Nutrient Requirementsfor Horses (NRC) guidelines suggest that for the second trimester amare needs about a 3% increase in energy requirements and in thelast trimester, just as for a woman, about a 20% increase. So if themare is already overweight, increasing energy intake would not berecommended.

Research has shown that a child’s BMI correlates more stronglywith the mother’s BMI than the fathers. This has been corroboratedwith trials in rats.

The litter size, birth weight and size were not affected bymaternal obesity but offspring from obese dams gained muchgreater weight and higher percentage of body fat. This suggests thatmaternal obesity at conception leads to foetal programming ofoffspring, which could result in obesity in later life.

As obesity is one of the most significant contributing factors tolaminitis risk, possibly the best course of action in reducing theincidence of laminitis in the future is to ensure that no mares areoverweight when bred from.

Lactation is when the mare’s energy requirement increases

No more‘eating for two’

significantly. NRC guidelines suggest that in the first few months ofpregnancy, the energy requirement increases by 90% compared with abarren mare, whereas a woman’s only increases by 43%.

This difference relates to the offspring’s growth rate. A foal grows byabout 1.7% of bodyweight per day, over twice as much as a baby atapproximately 0.8%, which requires more energy to fuel it. For the firstthree months, when the foal is dependent on the mare’s milk for thisenergy, a 500kg mare could produce between 10 and 17.5kgs of milk.

Interestingly, mare’s milk has a relatively low fat content, only theWhite Rhino is said to produce milk with less fat. This probablyreflects the fact that as an herbivore, the horse’s mature diet isgenerally low in fat and so its metabolism has evolved to function on acarbohydrate based diet.

Lactation can be an opportune time to achieve some weight loss inthe obese mare. By feeding the mare less calories but maintaining hermicro-nutrient intake, it should be possible to promote weight loss asshe uses her ownenergy stores tosupport milkproduction. StudBalancers orsupplements for themare alongside plentyof fibre are useful.

When advising yourcustomers, don’t beafraid to highlight theimportance of a marebeing at the correctweight throughout herpregnancy for thebenefit of theoffspring in later life.

Dengie nutritionist Claire Akers uses a weighbridgeon all yard visits to help owners keep their horsesat a healthy weight – something which is equallyimportant for brood mares.


THE search for the winners of the BETA BusinessAwards is almost over as we approach the 11 Januarydeadline for nominations. As usual, the awards haveattracted considerable interest from both trade andconsumers, with a healthy flow of nominationsarriving at the BETA office on a daily basis.There are nine awards up for grabs, ranging from

the Equine Careers Sales Representative of the Year,presented to the sales rep or agent judged to offeroutstanding customer service, to the TSM Rideraward, now in its 10th year and recognisingsponsored riders who have made the greatestcontribution to the trade. The rider should haveparticipated fully in building a relationship with his orher sponsors, getting good results for both.A list of award categories is available on the BETA

website. There is still time for your nominations to becounted. So, if you know of a company, event orindividual who you think worthy of winning, pleasenominate without delay.Send your name, reasons for the nomination and

your own name and address to the BETA office by thedeadline.Don’t forget Gala

Dinner tickets

THE BETA Gala Dinner, at theMotorcycle Museum, nearBirmingham, on Sunday 17February, is a glittering highlightof the industry’s social calendar,so make sure you don’t miss out.The evening includes a

fabulous three-course dinner,

dancing and entertainment, andthe presentation of the BETABusiness Awards.Tickets cost £55 per person,

£500 for a table of 10 and £600for a table of 12 – all plus VAT.Contact the BETA office to bookyour tickets.

The BETA Business Awardscontinue to attract strongsupport from the corporatecommunity and we are

pleased to welcome Leeds-basedBlacks Solicitors to our loyal groupof sponsors.The legal firm will sponsor the

Trade Supplier of the Year award,presented to the manufacturer,wholesaler or distributor judged tooffer the best customer service,delivery, product knowledge andawareness of retailers’requirements.“We look forward to presenting

the trophy to the winner of what

is sure to be a hotly contestedcompetition again this year,” saidChris Allen, managing partner atBlacks Solicitors.“With a nationally recognised

sports law department and a clientbase that consists of high networth individuals and SMEs, wesee our sponsorship as a naturalextension of our commitment tothe continued growth of the tradeand retail sectors within theequestrian industry.”Blacks Solicitors joins fellow

BETA Business Awards sponsorsTSM, Joules, Haygain, Harry Hall,SEIB and Equine Careers.

BLACKS BACKING FORBUSINESS AWARDS Final call for nominations

Welcome to BETA

CONTACT TINA ROGERS AT BETATel: 01937 587062

Website: www.beta-uk.orgEmail: [email protected]

Stockeld Park, Wetherby, West Yorkshire LS22 4AW

Trade fair benefitBETA retail members visitingBETA International 2013 on atleast two days are entitled to a£50 subsidy per company.Designed to offset the costs oftravel and accommodation, thepayment is available regardlessof whether or not you stayovernight. You are still eligible ifyou travel back and forth ontwo or more days.To claim, members need take

only their attendance slip to theBETA stand at the trade fair,

which runs from 17 to 19February, and it will be signed.It should then be submitted tothe BETA office, along with themember’s bank details, by theend of April 2013.

We are extremely pleased to welcome these newmembers to BETA:• Alexander Saddles (saddle fitter), Keith – Retail,provisional.

• Trespass (outdoor clothing), Glasgow – Trade.• Claytons of Carlton (agricultural dealership),Stockton-on-Tees – Retail, full.

• Hunt Horse Tack & Feed Supplies (retailer),Bolton – Retail, provisional.

• Potters Saddlery (retailer), Sapcote – Retail,provisional.

• First Saddlery & Countrywear (retailer),Fenwick – Retail, provisional.

• Wallow Farm Equestrian (equestrian outlet),Linton-on-Ouse – Retail, provisional.

• Scott Smith Showjumping (breeder and coach),Newark – Associate.

• Milton Equestrian (retailer), Worksop – Retail, full.• Pampeano Polo (wholesaler), Dorton – Trade.• Ruth Bishop Consulting (feed consultant),Shrewsbury – Associate.

• Liston Equestrian (manufacturer/wholesaler),Woking – Trade.

• North Yorkshire Saddles (saddle fitter), York –Retail, provisional.

• Southam Saddles (retailer), Southam –Retail, provisional.

• Rosker Ltd (outdoor clothing wholesaler),Gosport – Trade.


Long queues ofcustomers, somewaiting patiently, othersdrumming on the

counter. Yes, it’s the after-Christmas returns rush.Most relate to presents.

Poor service? Not guilty.Quality unacceptable?Certainly not – leading brand!Doesn't fit rider? Quite likelybecause it was a present andnot tried on. Doesn't fithorse? Ditto. Not fit forpurpose? Quite possibly asthe 'purpose' was ill-defined bythe buyer,First, did you definitely sell

the offending item? Notnecessarily, because'unwanted’ presents are oftenreturned by the receiver ratherthan the giver on theassumption they were boughtfrom you. Are the goodsreturned complete withreceipt? Is the itemimmaculate or 'shop-soiled'?

How do you deal with the 'Iwould like the money backbecause I don't like it'? Or 'Iwould like the money backbecause I bought it as apresent – and my girlfrienddoesn't like it'?Many times it’s been

suggested that, although Ididn't sell the goods in the firstplace, 'maybe you could helpout' or 'I’m a long-standingcustomer, please can youhelp?' or 'I've lost the receiptbut I know for certain thebridle/rug/jacket was boughtfrom you.'Generally speaking, when a

client complains, I give themthe money back, even whenthe complaint is a total sham.Why? Primarily because mytime is valuable and it’scounterproductive to spendhours arguing. Am I worriedthat I will be seen as Mr NiceGuy, a soft touch? I would belying if I said that being 'nice'pays off on every occasion –but it does so surprisinglyoften.Do I make exceptions? How

about when I’m confronted bysomeone – regular client orotherwise – who has bought asaddle off the internet'because it's cheaper'? Well, Ilook at every situation on itsmerits. More often than not, Ido 'help out' on the basis ofdeveloping - or cementing -customer relations. Iaccompany my generous offerwith a homily about the risksof buying off a website, andensure the customer is left inno doubt about theimportance of having a saddlefitted before purchase.The policy I operate works

for me – in most cases - and Iwould advocate it as a meansof saving time and nurturinggoodwill. Judging by thestories I hear, this policy isunusual. In fact, I’m surprisedby the number of retailers (notnecessarily equestrian-related)who seem not to understandtheir statutory responsibilities.I’m told about retailers who

refuse to exchange goods orreturn the purchase pricebecause the customer hasfailed to produce a receipt. Itisn't a receipt that is necessarybut proof of purchase – andthis could be validated by areceipt or a bank or credit cardstatement.

Tricky situationThe very trickiest situation

I’ve come across relates to thehorse owner who contacted

‘Tis the season for unwantedChristmas presents to bereturned to your store,warns Ken Lyndon-Dykes.

About the authorKen Lyndon-Dykes is a saddle designer, Society of Master Saddlers'Qualified Saddle Fitter and former international three-day event rider.

Many happy returns...me about a problem she hadwith a second-hand saddle.She bought the saddlethrough an advertisement (veryunwise) and afterwards had itfitted by an SMS qualifiedsaddle fitter (butnot me).Bar very slight alteration, it

was deemed suitable for thehorse – and the rider found itcomfortable. She used it for acouple of months and allseemed well until a nastyproblem arose. She wascompeting at a show whenanother horse ownerapproached her saying shethought the saddle belongedto her; it had been stolen –and she could prove it becauseit was security-stamped...

Describing the complicationsrelating to that transactionwould fill a book! The horseowner was unable to backtrackand reclaim the money fromthe person from whom shehad purchased the saddle –that person (probably thethief) had disappeared withouttrace. The theft had beenreported to the police and sothey were involved. Theyremoved the saddle!The insurance company

became involved, as did I - asthe expert asked to value thesaddle. It went on and on;meanwhile I lent the horseowner a saddle. The problemis not yet finally resolved.Customer relations are

important – they build loyalty.

Will I be seen asMr Nice Guy –a soft touch?

EQUESTRIAN TRADE NEWS JANUARY 2013 29

Dear ETN

I can understand Peter Wilkes’ frustration [Letters, ETN December] that his

KBF99 range isn’t being stocked as widely as he hoped.

Peter, I have been aware of the products since launch but I will often wait for

customer enquires before I decide to stock a novel product/range. We

haven’t been shown any of the range by reps and have no idea how it’s

packaged. We are not a small retailer but, as yet, we have not been asked by

a single customer about KBF99 brushes.

Looking at the KBF99 website, there is no mention that the brushes could be

available from retailers and no stockist list . An advert in Equiads and the

Facebook page also direct customers to the website, again no mention of

availability elsewhere else. I guess most potential customers assume it is

only available from your website.

You are blaming us for your own marketing. If you didn’t sell direct, all sales

and enquiries would be through retailers.

Yours etcJohn Archer, Larkhill Saddlery, Burton-on-Trent, Staffordshire

ETN welcomes letters to the editor. Please write toThe Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or [email protected] Correspondents are asked to supply theirname and business name; requests to publish letters with name withheld willbe considered individually. Please note that letters may be edited for reasons ofspace and clarity.


Putting feet first…Pick up some tricks of the trade fromClaire Brown, farriery expert and UKdistributor of Kevin Bacon’s equinecare products.

Knowing a horse’s feet,good basicmaintenance andregular farrier

appointments are the keys tohealthy hooves.Before the clenches rise and

the shoes become worn,horses’ feet becomeunbalanced. So it’s far betterto have a horse shod beforethe shoe becomes loose andrisk losing it, causing the hoofto become damaged and split.In the long run, regular

shoeing saves money anddecreases the chance ofunnecessary lameness throughbruising and punctures.Whether or not a horse is

shod, feet should be pickedout daily to check for signs oftrauma or infection.Horses’ feet and legs must

be clean for a farrierappointment; you wouldn’t goto the dentist after eating aMars bar without cleaningyour teeth! Beyond the farriergetting dirty and increasingthe risk of accidents throughslippy/muddy chaps, farriersuse rasps to level, balance andfinish the foot – and rasps clogeasily.

Loose shoesHorse owners should know

how to remove a shoe if andwhen necessary. A pair of‘pull-offs’ is recommended asa minimum. Most farriers willrecommend a farrier supplycompany to get them from.Being able to remove apulled/loose shoe until thefarrier can get to the horsemay help to prevent damageto the hoof and/or injury tothe foot.If a shoe becomes loose on

one side and the clenches aretight or no shoe removalequipment is available, stablethe horse if possible and wrapthe foot with Vetrap andgaffer tape to keep the shoe in

place and prevent it frombeing pulled off anddamaging the foot until thefarrier arrives. Gaffer tapeapplies in strips over Vetrapcan also be used to make afairly strong ‘boot’ to keeppoultices in place.

Stud holesMany of those complaints

received by farriers about studholes can be easily preventedby good maintenance.Studs should not be put into

dirty holes. Add oil or Vaselineto the hole immediately afterthe horse has been shod andwhen studs are removed at ashow prior to travelling home.Pack the holes with cottonwool or foam stud plugs toprevent dirt from entering.Dressings and supplementsPoor quality horn and slow

growing hooves may benefitfrom the application of topicalhoof dressing. The foot shouldalways be cleaned thoroughlyprior to the application; a softwire brush or hoof brush usedon the underside of the footand over the hoof to removebedding, dirt and debris willhelp prevent bacteria frombeing trapped and allowing itto proliferate.Infections of the white line

or thrush will benefit fromdaily application of anantiseptic and antifungaltreatment; horses prone torepeat infections will benefitfrom ‘maintenance’applications too.A ‘hoof specific’ feed

supplement may provebeneficial in promotinghealthy horn growth butshould only be added afterensuring the horse is receivinga balanced diet. Feedsupplements need to be fedfor a minimum of six monthsbefore the true benefits areseen.

What to stock• Hoof picks• Soft wire brushes/hoof brushes•Studs and stud maintenance items such as cotton wool,oil, foam stud plugs• Vetrap and other self-adhesive bandages, gaffer tape• Tools for basic shoe removal ie. pull offs, buffers.Available from farrier supply companies includingHandmade Shoes (UK), UK distributor of Kevin Bacon’sequine care products• Kevin Bacon’s Hoof Dressing: Formulated to applymoisture in dry conditions and to protect the hooves frombecoming saturated in wet conditions, making it suitablefor year round application. It is 100% natural and can helpprotect hooves from bacterial infections. Available as asolid or a liquid – the latter is easier to apply in winter –and supplied with a handy brush in the top of the tin.• Kevin Bacon’s Hoof Solution: An intense, antibacterialand fungicidal formula with antiseptic properties. HoofSolution is excellent for drying out and cleaning infectedkeratinized tissues and can be applied daily in thetreatment of specific problems or periodically forprotective applications.• Kevin Bacon’s Feed Supplement: The ultimate nutritionalsupplement for quality horn growth containing high levelsof biotin and calcium, optimum levels of magnesium,potassium and phosphorous and the trace elementscopper, zinc, cobalt and iodine.

Teamwork:Owners shouldwork with theirfarrier, whileretailers can helpby stockinguseful products.


On thehoof

It’s been wet - and hooves have neversuffered so much. Fortunately,innovative suppliers have taken

up the challenge...

First aid essentialANIMALINTEX Hoof Treatment – the onlylicensed poultice on the market forequine treatment - is cut to shape foreconomy and convenience.

Highly absorbent, it can be appliedwet, hot, as a cold poultice or as a drydressing.

As well as an antiseptic to clean andprevent re-infection, it contains thenatural poulticing agent Tragacanth.When this reacts with water, it draws outinfection and creates a clean area for the wound to heal.

Applied as a hot, wet poultice, Animalintex increases blood supplyto the hoof, providing oxygen and white blood cells to fight infectionand reduce swelling. The warmth, meanwhile, relieves the horse ofpain.

A must for your customers’ first-aid kits, Animalintex HoofTreatment retails at around £5.50.t Robinson Animal Healthcare 01909 735000

Tips from the topTHE Katy Carter Show Team has a busy2013 season planned.

Ensuring the horse care cupboard iswell stocked is essential for the smoothrunning of the yard. Hoof care isparticularly important, says Katy(pictured).

“Supreme Products Foot Care Sprayhas been designed to be used against footand frog problems. The spray willchallenge germs, thrush or localinfections that can occur, especially in theturned-out horse or pony.

“We use this product as a preventative on a regular basis - and wefind we have far fewer foot problems,” she added.

When it comes to daily care, Katy’s team uses Supreme ProductsHeel, Sole & Frog Care to help keep hooves in prime condition.

“My partner Jason Lindley is a farrier and recommends the hoof careproducts to all his clients as they make such a difference,” she said.t Supreme Products 01377 229050

No more chipsCRACKED and chipped hooves are the target for Healthy HoofConditioner Cream from FlyAway.

In black or natural, and 200 or 500ml sizes, the product contains ablend of lanolin, pure mineral oil and concentrated essential oils.

It’s designed for use on the wall, sole, frog and coronary band.Added conditioners give the hoof a high gloss finish.t Flyaway 01384 877857


Feeding the foot: a scientific approachWHEN the hoofsupplement Farrier’sFormula was firstintroduced, the conceptof ‘feeding the foot’ wasso new that many earlycustomers wereconfused.

Frequently they wouldphone the manufacturerto ask: “How many timesa day should I rub thepellets onto my horse’shooves?”

Farrier’s Formula wasalso a first product tomarket for the companybehind it, Alabama, USAbased Life Data Labs. Inmany ways, it set a newstandard for a scientificapproach to equinesupplements.

Today, Life Data Labsremains a family ownedbusiness. Dr. FrankGravlee, its founder, has a background in equine medicine. Hegraduated from Auburn University School of Veterinary Medicine andpracticed veterinary medicine before attending graduate school at MITMassachusetts Institute of Technology.

During a three-year residency in nutritional pathology, he received amaster’s degree in nutritional biochemistry and intermediarymetabolism. Prior to founding Life Data Labs he spent six years in thefield of nutritional and clinical pathology.

Life Data labs was established in 1978 with the purpose ofdetermining equine nutritional deficiencies by performing laboratorytests. Dr Gravlee began developing his database from horses ownedby his clients. He profiled each horse and developed individual feedingprogrammes to correct the deficiencies or excesses. The horses werere-tested every six months to one year to fine-tune the nutrientcomposition of the diet.

In order to continue his self-financed equine research, Dr. Gravleedeveloped Farrier’s Formula, a commercial product formulated toimprove the dermal tissues (hoof, hair, mane and tail) of the horse. Itwas the first of its kind to be marketed.

Life Data has evolved from a modest, one-product, single marketcompany into a multi-million dollar manufacturer of a range of equineproducts, all of which provide a scientific approach to external hoofcare.

The modern facility allows Life Data to continue to manufactureoutstanding products that have come to be a part of its reputation.The equine research facility and the state of the art laboratory allowthe company to develop new and effective products for the equinemarket.

Life Data Labs is an ISO 9001:2008 certified company. ISO(International Organisation Standardisation) certification is recognizedworldwide as a mark of excellence. In addition to ISO certification,Life Data Labs is a ‘GM Free Certified Manufacturing Facility’ andFarrier’s Formula carries the ‘Vegetarian Seal’.

Marketed worldwide, approximately one-half of the company’s salesare international. Life Data plans to continue to provide horse ownerswith new products that work and are based on scientific research.

Lightbulb moment!HOOFTORCH is a hoof pick with a brightlight source incorporated intothe pick handle.

It’s just the job forpicking out andchecking hooves in dimlight at evening stablesor competitions. It canalso be used as a generaltorch and is compact enough for ajacket pocket.

Hooftorch was invented byLincolnshire horse owner Michela Littlewood. It comes in pink, aqua,red and blue, RRP £6.50 and is distributed by Battles.t Battles 01522 529206

Year-round maintenanceFUNGICIDAL Hoof Oil is an all-year-round product for themaintenance of healthy hooves.

The product from Barrier Animal Healthcare also gives hooves ahigh gloss appearance. The formulation includes coconut derivatives.

In wet conditions, it helps prevent fungal and bacterial issues; andin the dry, it helps guard against brittle, cracked, split hooves.t Barrier Animal Healthcare 01953 456363

Breathable moisture barrierAT the heart of Hooflex Hoofcare from Absorbinemanufacturer W.F Young is a breathable moisturebarrier. Maintaining consistent moisture levels withinthe hoof capsule is crucial.

New Hooflex Frog & Sole Care helps soothe thehoof and eliminates odours caused by bacteria andfungi. The liquid formula penetrates the frog andsole tissue and will not sting, stain or dry the hoof.

Easily applied with a squeeze applicator designedto reach deep into the frog, the RRP is £13.50 for a355ml bottle.

Recommended by farriers for more than 85 years,Hooflex Original Conditioner is a best seller inAmerica. It helps maintain the pliability of the hoof byproviding conditioners necessary for proper moisturebalance. Regular use keeps the frog, sole, heel andcoronary band flexible, healthy and resistant tocracking.

Hooflex Original Liquid Conditioner is an easy-to-apply liquid version of Hooflex Original Ointment.

Wash and goAQUEOS is an alcohol and bleach free disinfection range for washingmuddy legs and feet after exercise or turnout.

Supplied with an optional hosepipe applicator, Aqueos Anti-Microbial Shampoo is designed to be diluted 40:1.

The disinfectant in the shampoo kills 99.9% of bacteria, fungi andviruses (including strangles and ringworm) in less than 30 seconds,say the suppliers. The shampoo also disinfects minor skin woundsand has a soothing effect on skin irritations.

Aqueos is distributed by Battle, Hayward & Bowert Aqueous 01672 562007

Hoof hygiene in a bottleTHE company behind new hoof hygiene productAromafrog is reporting great results against thebacteria and fungi associated with thrush andcanker.

Aromafrog provides natural protection forthe frog, sole and ‘white line’, says Aromessewhich manufactures in the UK.

The product combines colloidal silvertechnology [said to be infection-fighting - andinteresting to ‘Google’] with essential oils.

Aromafrog is also appealing to the growingnumbers of owners keeping their horses‘barefoot’. 90ml has anintroductory RRP of £8.75,including a brush.t Aromesse 01427 811765


Passing on the goodnessSPILLERS Stud Cubes, Stud and Youngstock Mix and YoungstockPellets offer added immune support in the form of vitamin C.

They also contain ingredients rich in glutamine which may bebeneficial during times of stress such as at weaning. High vitamin Elevels are also included which are proven to support the transfer ofpassive immunity via the mare’s colostrum to her foal, says Spillers.

For youngsters that hold their condition well, Spillers Gro n’ Win is alow calorie stud balancer for foals, youngstock and pregnant orlactating mares. It’s the perfect complement to a forage-based diet.

Spillers supports merchants with point of sale materials and easy-to-use product guides.tMARS Horsecare UK 01908 222888

Continued from page 26

GEORGE SMITH HORSEBOXES LTD, ELSTON HILL FARM, SHREWTON, SALISBURY,WILTS SP3 4HR £16,299

CB RACING LTD, HEATHVIEW STABLES, HAMILTON ROAD, NEWMARKET,SUFFOLK CB8 0NY £5,894

MR MARK ROBERTS T/A NORTHMOOR TACK SUPPLIES, NORTH MOOR ROAD,SCOTLEV, SCUNTHORPE, SOUTH HUMBERSIDE DN21 3HT £884

MR LLOYD HELM T/A L H H ANIMAL FEEDS, SOLEMANS FARM, WHITEWEBBSROAD, ENFIELD, MIDDLESEX EN2 9HW £4,056

County Court Judgments from England and Wales andthe Scottish version, which are called Court Decrees.

The judgments listed are those recorded by the RegistryTrust Ltd and appear to be of a commercial nature.Judgments/Decrees can be for damages rather than debts,and their listing here does not imply an inability to pay.List yourwebsitehere

For more information call 01937582111

ETN - Equestrian Trade News - January 2013

Documents

Transcript of ETN - Equestrian Trade News - January 2013