February/March 2021
Volume 45, No 2
TOP RIDERS MUCK OUT TOO!
Favourite stable tools revealed
ETN is the official media partner of BETA International
NAMES IN THE FRAME
Who’s shortlisted for 2021 BETA Business Awards?
PLUS
2021
9 – 11 September
• RETAILER PROFILE • AMTRA ACCREDITED RAMA/SQP CPD FEATURE AND QUIZ
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Editor’s comment
In this issue... NEWS
4
PRODUCT NEWS
9
DOGS AT WORK
12
The trade’s canine companions
BEDDING & STABLE TOOLS Top riders’ favourite products
14
RETAILER PROFILE
S
ome thoughts ahead of autumn/ winter 2021/22… Is it just me, or has this winter been particularly brutal for horsey people trying to keep warm and dry? The concept of layering is a good one, until one piles on so many layers in a bid to keep warm that you can’t actually move… let alone ride. As far as keeping the top half warm, I reckon I’ve cracked it. A snood under the riding hat to keep ears and neck cosy; a vest (yes, Granny told you so); a waistcoat cinched in at the waist (baler twine works); and a decent waterproof, windproof jacket. Good gloves are a must, preferably worn over fingerless gloves or a liner that can be kept on while doing fiddly jobs such as tacking up. The lower half isn’t so easy. Wet jods might be manageable if you keep moving in mild weather; but in winter, they’re a sign to head home. As for soggy underwear, forget it… Over-trousers are great, especially with a lower zip to fit over long boots, which are far warmer than short boots. Two layers on one’s legs – or three, including thermal tights under the jods – aren’t conducive to close contact with the saddle; but at least it’s warm. Cold feet haunt everyone who rides in winter. This year, I invested three figures in some decent boots, which promptly split after eight weeks’ use. But that’s another story… Boots are a difficult one. The more pairs of socks, the tighter the fit, so the colder
FRONT COVER:
Top showjumper Joe Stockdale takes centre stage this month. Joe is a brand ambassador for Red Gorilla and tells us about his favourite products from the tools and tubs brand inside this issue. For more information visit www.redgorilla.red
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Manor Equestrian’s new store the feet become. Then I discovered heated socks… With rechargeable batteries and a choice of three settings, they stay toastie for up to around four hours – wonderful! If you stock only one item of heated clothing, go for socks. As well as riding, horse owners get ice-block feet from standing around on concrete yards. Ahead of next winter, I’d love some creative retailer to come up with an entire winter wardrobe for all-weather riders. It could comprise several brands – and I really don’t care what colour it is. Riding in freezing rain isn’t the time to be making a fashion statement.
16
SPECIAL REPORT
How social media influencers make a living
18
BENCH SADDLER OF THE MONTH Who’s won this month’s ETN/SMS award?
20
THIS IS THE LIFE!
A new name on the supplements’ scene 22
TURN BACK THE PAGES
What ETN was reporting five, ten, 20 and 30 years ago
25
An equestrian related press release sent to ETN used the word ‘ménage’ (meaning ‘members of a household’) when it clearly intended to say manége (riding arena). A common enough error, but it was from an equine college. Please stay behind for detention.
HOOF, LEG AND JOINT CARE
As a confirmed equestrian shopaholic, I get lots of marketing emails from retailers. Yes, I always tick the box… When lockdown three was announced, I received four Covid-related updates from the dozen or so online retailers I have dealt with in the last year. And well done that quartet! They’d moved quickly to reassure me that they were still operating, and working hard to fulfil orders while keeping their staff safe. I felt they cared about my custom and their businesses. OK, lockdowns are no longer a novelty. And by the time you read this, let’s hope an end is in sight. Whatever happens, let’s stay in touch.
AMTRA RAMA/SQP CPD FEATURE
Answering customer queries Lifting the lid on laminitis
26 28
WORMING NEWS
Strategies for spring plus an environmental success story Managing the new arrival
PEOPLE
Tributes and obituaries
2021 BETA BUSINESS AWARDS
32 36 38
Who’s made the finals?
40
COUNTY COURT JUDGMENTS
42
Liz Benwell Liz Benwell
EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 3
ETN | NEWS
News Helmet safety firm wants to talk to riders The Swedish company behind MIPS – a safety system found in several riding helmet brands – wants riders to better understand the benefits. Stockholm based Mips, as the company is known, has reclassified its range. It wants to define its offerings more clearly and indicate each product’s intended use. All Mips-equipped helmets are to be branded with one of five new product classes. Helmet hangtags will give shoppers more information. The actual products remain the same. Each was previously marketed under broader use categories such as sports, motor sport and industrial safety. “This more specific approach to defining Mips products will help
anyone looking to purchase a helmet to select the one best suited to their needs without compromising safety,” said a spokesman for Mips. The move to communicate with consumers represents a departure from Mips’ previous business-to-business model. As the company’s spokesman added: “The updated product range is another step towards a more consumer-centric brand identity.” Across all markets, Mips works with 111 helmet brands offering more than 583 models equipped with the MIPS system. MIPS stands for multi-directional impact protection system. At Mips’ Stockholm headquarters, 41 people work in research and development, sales, marketing and administration. The company has its own on-site test lab. NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com
Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). Design & Print Designed and produced on behalf of EMC by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020 Publisher Equestrian Management Consultants Ltd
Editor Liz Benwell Email: editor@equestriantradenews.com Advertising Manager Beth Crow Email: bethc@beta-int.com Tel: 01937 582111 Digital Manager Nicki Lewis Email: nickil@beta-int.com The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright All material is copyright Equestrian Management Consultants Ltd
4 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
ADVERTISERS’ INDEX Askham Bryan College 39 Bedmax 15 BETA International 41 BETTALIFE 21 & 24 Boehringer Ingelheim 33 British Horse Feeds 29 Citrus Lime Class Dodson & Horrell 11 Falcon Equine OBC Gallop IFC Horslyx 17 Jenkinson 3 Jenkinson 9 NAF 7 Poucher OFC Red Gorilla IBC Saddlery Brands International 13 Saddlery Brands International 5 Solution Saddles 8 The Animal Health Company 31 Westgate Labs 32 Virbac 35
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NEWS | ETN
Stable mats brand bounces back Rubber manufacturer and body protection specialist Davies Odell Ltd has been acquired by Vale Brothers. Northamptonshire based Davies Odell – home of Equimat stable mats and Forcefield Body Armour - will continue to run with the same branding and staff. Peter Wilkes, managing director of Vale Brothers and owner of British brands Harry Dabbs, Jeffries Saddlery, Thermatex, Griffin NuuMed, KBF99, Stablemates and Equerry, secured the deal with Davies Odell just before Christmas. The Davies Odell portfolio also includes Davies & Co matting, Farmat and Davies Odell shoe components. Established in 1836 by William Howell Davies, the company was originally a leather merchant supplying the shoe industry. During the 1900s, Davies Odell began manufacturing rubber parts for footwear before developing a range of rubber and EVA matting for the equine, farming and leisure industries. In 2000, Davies Odell Ltd purchased Sports Protection Ltd before founding Forcefield Body Armour in 2003. This branch of the business makes high performance protection clothing for sports and motorcycling. “I’m delighted that terms have been agreed and we are looking forward to continuing the success and future development of the Davies Odell British manufactured products,” said Peter Wilkes “We are currently living through extraordinarily challenging times brought about by the pandemic and our exit from the single European market, however we remain committed to British manufacturing and are looking forward to forging ahead through 2021 and beyond.” • Read more about Equimats in ETN’s bedding and stable tools feature.
Be as one
...the secret to ignite their dressage performance
IRISH RETAILER SECURES DISTRIBUTION DEAL
Holmestead Saddery has secured the exclusive distributorship of Pessoa saddles across the entire island of Ireland. The retailer, with two shops plus an online store, employs six saddle fitters and stocks more than 1,000 saddles across many brands. “We put a huge amount of effort into saddle fitting,” Holmestead’s proprietor Bill Holmes told ETN. “After all, the fit is as important as the saddle – and it’s nice that our team has been recognised for doing a good job.” Holmestead Saddlery’s bricks and-mortar store in Eire is near Kill, 20 minutes from Dublin. The other is in Northern Ireland at Tyrella, Co Down. The exclusive Pessoa distributorship has been agreed between Bill Holmes and saddle-maker Ruiz Diaz. The Argentine based company began manufacturing saddles for legendary showjumper Nelson Pessoa in the early 1990s. Ruiz Dias also makes PDS saddles, the brand associated with British dressage star Carl Hester.
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Bates Saddles is distributed within the United Kingdom by Saddlery Brands International. For more information contact our team on +44 1865 670 888. EQUESTRIAN TRADE NEWS DECEMBER 2020 | 5
ETN | NEWS
BOOT BRAND ON WAY TO NEW OWNER
The Original Muck Boot Company is set to be sold. Ohio, US based Rocky Brands has agreed to acquire the performance and lifestyle footwear business of Honeywell International. The acquisition, which includes The Original Muck Boot Company, is for a purchase price of $230 million (£167.7m). Rubber and neoprene boots from The Original Muck Boot Company have long been a favourite with horsey and outdoor consumers. The brand’s most recent UK distributor is Gardiners, with every indication that the arrangement is to continue. The acquisition is likely be completed by the end of the first quarter, Darren Layard, director at Honeywell Global Retail in London, told ETN. “In the meantime, it’s business as usual with Rocky Brands and Honeywell continuing to work as separate, independent companies,” he added. “Should the transaction complete as expected, we do not envisage any changes to our go-to-market model for The Original Muck Boot Company in the UK.” Rocky Brands is also set to acquire XTRATUF, Servus, NEOS and Ranger footwear from Honeywell International.
Win back your order Abbey England is offering new and returning customers the
Brexit and Covid: double-whammy As the UK embarked upon its post-Brexit era, reports of delayed shipments, time consuming and costly paperwork and additional customs costs reverberated around the trade. Retailers told ETN they were having difficulty sourcing their usual stock of imported products; distributors were struggling with containers caught in log-jams at ports. The BETA office was inundated with calls from anxious member companies facing new tariffs and paperwork. Executive director Claire Williams issued regular bullet-ins of advice as fresh regulations unfolded for importers and exporters. BETA also ran surgeries and seminars to keep retail and trade members informed. The UK’s departure from the EU coincided with a resurgence in coronavirus infections, compounding many business’s difficulties as they continued to grapple with social distancing and staff working from home. Meanwhile, although some UK manufacturers were experiencing problems importing raw materials or components, others were busier than ever. “The double-whammy of Covid and Brexit is causing shortages, delays and additional costs, all of which are giving huge problems for consumers and retailers in the UK,” said James Todhunter of Yaris Equestrian, whose horse wear factory is in Cumbria. In January, Yaris moved from its rural premises on a stud to a larger factory in Kendal. As well as increasing capacity, it’s enabled the company to take on two more machinists.
chance to win back the value of their BioThane orders. Winning buyers will be able to offset up to £250 against their next BioThane order, until the end of March. The synthetic coated webbing is available from Abbey England in 30 colours and nine sizes.
BUSINESS AS USUAL FOLLOWING SALE
KBIS British Equestrian Insurance has been sold to Specialist Risk Group, whose portfolio includes Lloyd’s broker Miles Smith and The Underwriting Exchange (TUE). Guy and Liz Prest acquired KBIS in 1991, building it into one of the most familiar names on the UK equestrian scene. The independent insurer covers horses, property, liability and motor vehicles. Following the sale, KBIS will continue to be run by the existing management and staff based at its Berkshire offices. Guy Prest said the deal “will allow us to grow with a wider range of products in our equestrian insurance niche; and TUE gives us the perfect vehicle to expand our business in the Republic of Ireland.” Warren Downey, Group CEO of SRG, added: “KBIS’s sector expertise is exactly what we want to develop within the Group, as we continue in our pursuit to become the natural home for specialist people and businesses.” 6 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
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NEWS | ETN
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naf-equine.eu/uk/hooves EQUESTRIAN TRADE NEWS DECEMBER 2020 | 7
ETN | NEWS
IN BRIEF
The British Show Pony Society (BSPS) has made body protectors mandatory for competitors jumping in any working hunter pony and working hunter classes, including the practice ring, at its affiliated shows. The standard of body protector required has not been specified. This year’s Osberton International Horse Trials (1 – 3 October) is host to a carriage driving event for the first time. Sponsored by Bennington Carriages, there will be classes for single, pairs and teams at the Nottinghamshire venue. Big names are set to take part in the competition, one of five national driving events planned for 2021. Joules reported a 66% year-on-year sales increase thanks to an online sales boom in the seven weeks over the Christmas period. But while traffic and sales grew across the clothing brand’s digital platforms, store sales fell by 58% due to the enforced closure of non-essential shops during the Covid-19 pandemic, plus reduced footfall when stores were open.
Saracen Horse Feeds has taken up title sponsorship of British Dressage’s entry level Quest series for the next three years.
Badminton’s dressage and showjumping phases will take place in front of Badminton House – which was the original arena location until 1960 - when the event takes places behindclosed-doors on 6 – 9 May. Dengie has become Writtle University College’s ‘Official Fibre Feed Provider’. The Essex based feed company has collaborated with Writtle, also in Essex, for many years providing students with lectures and tours of Dengie’s production fields. An ETN reader spotted this handy tip… If you wear a uniform (such as branded t-shirt or waistcoat) for work, even for just one day, you wash it yourself and don’t wear it elsewhere, you’re entitled to a tax rebate. Just fill in a Govt form online. Pets at Home expects to return a pre-tax profit of at least £77 million for its financial year to the end of March. The pet retailer gave back £28.9 million in coronavirus rates relief, having remained open during the national lockdowns. Equitana, the consumer show scheduled for 13 – 21 March in Essen, Germany, has been cancelled due to the coronavirus pandemic. The Royal Welsh Show, due on 19 – 22 July, has been postponed until 2022. And in the US, next month’s Kentucky Three-Day Event has been called off due to Covid. Custom Saddlery has signed a sponsorship deal with dressage rider and sports horse producer Melissa Chapman. Based near Richmond, North Yorkshire, she runs Team Chapman Equestrian. American owned Custom Saddles are manufactured in Walsall. Scotland’s Rural College is investing £310,000 in a new equine centre at its Craibstone campus in Aberdeen. Planning permission is sought for stables, an arena, storage and student facilities. The college expects to complete the project by the end of this summer. Supreme Products, Battles’ equine preparation products brand, is continuing its partnership with The National Pony Society (NPS). Sponsorships include the M&M Working Hunter Pony Championship at the Royal International Horse Show. WeatherBeeta is sponsoring The Urban Equestrian Academy. The Leicestershire based, social enterprise aims is to improve social and racial diversity throughout the UK’s equestrian industry.
8 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
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PRODUCT NEWS | ETN
Product News
‘LEGAL’ JUMPING WHIP This Rhinegold padded jumping whip – new and exclusive from Snowhill Trade Saddlery - conforms to the latest British Showjumping (BS) rules. It has a secure ‘golf’ grip; a comfortable rubber handle with a soft, leather-covered, padded end. The RRP is £9.95.
Bringing back an old favourite
Battles has introduced Lincoln Epsom Salts in two sizes, 1kg (RRP £6.50) and 2kg (RRP £8.50). Epsom salts (magnesium sulfate) are a traditional tack room staple. Over the years, they’ve used by horsemen for many purposes including poulticing, muscle and skin care, and behavioural issues.
MASTERS OF DISGUISE
Coming soon… Rhinegold has added a fun camouflage print to its range of riding tights. Rhinegold full seat camo riding tights incorporate all the comfort and ease of wear which have made this collection so popular. As well as the on-trend new print, there’s a soft, wide elasticated waistband, hidden pocket and added assurance of a grip seat. Rhinegold riding tights come in a quick-drying polyester/ Spandex close-fitting stretch material which is not see-through. Available in sizes 8-18, camo riding tights have an RRP of £39.50. Rhinegold is available exclusively from Snowhill Trade Saddlery.
Getting tails wagging
Pet brand Pooch & Mutt has launched Good Mood Food, a collection of three probiotic meaty treats to improve dogs’ mental and physical wellbeing. Duck & Rosemary supports dental health. Shrimp & Coconut keeps skin and coats healthy. Turkey & Hemp includes valerian root to maintain low stress levels.
SITTING PRETTY
The new Evo-D dressage saddle by Passier positions the rider slightly forward to relieve pressure at the rear. The deep seat of the monoflap design also sits the rider close to the horse. ‘Freedom’ panels with optimised wither clearance free up the shoulders, while ‘Lifter’ panels make for a compact contact area on the horse’s back. The front of the thigh support and the cantle feature a designer finish in leather. WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 9
ETN | PRODUCT NEWS
MADE FROM OFFCUTS
Body protector manufacturer FOMO has launched its first range of horse wear products. With the aim of minimising waste, the entire Form collection is made from the offcuts and left-over materials from the company’s body protector development and production process. A fly veil (RRP £25), half pad (£60) and show rug (£65) are all made in-house, FOMO having taken on extra staff to fulfil orders. The half pad (pictured) has faux fur trim and removable foam padding inserts. The show rug doubles as a cooler, and the fly veil has a foam insert to secure it behind the headpiece. FOMO Form products are washable at 30 degrees.
There’s never been a better time… …to boost your e-commerce revenue. Specialist retailers are particularly well placed to increase their Click & Collect income - because consumers often prefer to shop local where they can. The first national lockdown saw a huge boom in online shopping and Click & Collect orders. And the trend looks set to continue. E-commerce specialist Citrus-Lime reports staggering growth among its retailer clients. Namely a 239% increase in e-commerce revenue, and a whopping 721% increase in Click & Collect orders (May 2020 compared with May 2019). These are Citrus-Lime’s top ten tactics for generating online sales success: 1. List all your stock online. 2. Show accurate stock positions. 3. Get new stock online fast. 4. Keep it simple and easy to use. 5. Offer multiple payment options, such as Klarna. 6. Make the most of Click & Collect. 7. Provide flexible delivery options. 8. Always show pictures and descriptions. 9. Optimise your content for search engines. 10. Keep in touch with your customers. Citrus-Lime Ecommerce is fully-integrated with Cloud POS, so you can manage all your stock, sales and customers for online and in-store in one simple system. It’s packed with timesaving features to make it easier to keep everything up-to-date and running smoothly.
STRATEGIC SPRING WORMING
BOXING CLEVER
Forelock and Fringe is bringing subscription boxes to the equestrian market. The online service provides subscribers with a box of items for horse and rider each month – with a promise that it’s sum total is above what the items would normally cost. Boxes feature the likes of horse treats, grooming products and accessories, plus beauty and lifestyle products such as clothing, candles, alcohol and snacks. The joy for consumers is not knowing what’s coming, says Forelock & Fringe. For suppliers, the boxes encourage customers to try new things. As well as the monthly subscription, there are one-off gifting box options. Bespoke boxes can also be created around a given price point and/or a recipient’s favourite equestrian discipline. Prices range from £25 to £100 per box.
Shades of autumn
Highlights of Alan Paine’s A/W 21 country wear collection include new tweed colourways and the expansion of its Fernley range. A versatile field coat, stylish long coat and breeks join the ultralightweight ladies’ Fernley collection of machine washable, waterproof coated outerwear. The ladies’ and men’s ranges see the introduction of new colour pesto alongside last season’s best-selling woodland green and navy. The Axford range of tweed-effect waterproof shooting staples is joined by new country colour, glen. In tweed, new colourways maple and spruce join the men’s and ladies’ Combrook range; the Surrey tweed offering is to feature tailored styles. The softer shoulder Combrook men’s sports blazer offers a contemporary tweed jacket. While new colourways cedar and artichoke enhance Alan Paine’s men’s and ladies’ Rutland tweed (pictured), a durable yet soft wool blend.
ANIMAL MAGIC
Is animal print about to roar in equine couture? And will your customers be going wild for matchy-matchy sets? The Leopard saddle pad from Anky comes in velvety soft synthetic suede with a Coolmax lining. The limited-edition product comes in cob and full sizes, in blue and silver. The RRP is £71.
Equimax and Eraquell equine wormers provide proven and trusted efficacy. Equimax is ideal for strategic spring and autumn worming, treating roundworms, bots and all three species of tapeworm in a single dose. Eraquell is suitable when summer worming for roundworm is required. Both products from Virbac are available in ergonomic syringes to treat up to 700 kg bodyweight. 10 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
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TRUSTED FEED SUPPLIERS FOR MORE THAN 80 YEARS
PRODUCT NEWS | ETN
Dodson & Horrell have been at the forefront of feeding excellence since 1939. Investing in our business, products, our people and you, our trade customers. We’re here for you now and in the future.
To order call 01270 782 236 or email orders@dodsonandhorrell.com
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EQUESTRIAN TRADE NEWS DECEMBER 2020 | 11
ETN | PRODUCT NEWS
New balancer is low calorie NEW VETERAN New Blue Chip Super Concentrated Low Calorie Feed Balancer SUPPLEMENT is low in sugar and starch. Aimed at equines needing a caloriecontrolled diet of the correct daily nutrition, it’s suitable for those in light work, on field or box rest, good doers with no additional health needs and retired non-veterans. The balancer is formulated with cinnamon and L-Carnitine Probiotics, nucleotides, SoundHoof hoof supplement, PrimoVento respiratory supplement, and a vitamin and mineral package also feature, plus organic and chelated minerals. The balancer can be fed by hand or with low calorie fibre. Refills and samples are available.
Equine OAP, new from Equine Products UK, is a nutritional supplement for veteran horses and ponies. Containing vitamins, minerals, trace elements, probiotics, prebiotics and a protein source, it’s designed to support the health and vitality of senior equines. Ingredients target digestion, hoof growth, mobility, bone health and muscle maintenance.
Dogs at work
They greet the customers, lick up after lunch, travel in the van and snooze under the desk. Meet the hard-working hounds gainfully employed in the equestrian trade… BREWSTER
This cheeky chap is affectionately known as ‘Shop Dog’ at his workplace, Rearsby Lodge Saddlery. Brewster’s ‘human’ Karen Davidson works alongside him at the Leicestershire store Rearsby Lodge Saddlery also operates a thriving website on which media-savvy Brewster has his own blog. In fact, he emailed ETN to tell us about his career in retail so far… “Initially, I came to work so I could socialise and meet different people,” wrote Brewster. “I got so popular with the shop owner, Sue Johnson, and with the customers that I soon became a firm favourite and started coming to work every day. “My duties range from keeping young children occupied while the grown-ups shop, to observing feed deliveries to make sure they’re done properly. “I regularly use my cuteness to help sell/promote products on our Facebook page, especially if we have a sale or special promotion.”
MAGPIE
This lively seven-year-old Jack Russell terrier takes her job at Wilsden Animal Feeds very seriously indeed. Nevertheless, Magpie fell into the role at the store near Bradford in West Yorkshire by accident… “She turned up here at the shop at just two weeks old having been bred by a customer,” explained proprietor Elizabeth Kidman, adding that the bitch had only had one pup and was a reluctant mother. 12 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
So whenever the breeder visited the shop, the tiny puppy always came too - and would sit on the lap of the store’s long-time team member Stuart Burnett until it was time to go home. Then, one day, the breeder made to leave without the puppy. “You’ve forgotten your magpie,” called Stuart. And that was it… At eight weeks old, Magpie went home with Stuart for good. “She comes to the shop every day, plays ball, greets the customers and makes sure we never have any rodents,” added Elizabeth. “She goes on all the deliveries with Stuart too.” Magpie also enjoys supervising weighing out products, purloining a few treats as a snack. “And as far as she’s concerned, the shop is hers,” concludes Magpie’s ‘employer’ Elizabeth.
MAGGIE
There’s nothing like a good friend to brighten up your day when you’re working from home. And that’s exactly what this adorable working cocker Spaniel is to Baileys Horse Feeds’ key account manager Sarah Rutter. “Maggie joined my team in 2019 to keep me company during long road trips,” said Sarah who has covered the Midlands for Baileys for seven years. Until the pandemic arrived, Maggie was usually to be found asleep on the back seat of Sarah’s car or making new friends on yard visits and merchant calls. Since Covid, they’ve spent most of their time working from home and getting to grips with new ways of doing things. Sarah and Maggie – ever the sociable Spaniel - quickly adopted technology to keep in touch with their contacts. “We’re reaching out to customers by embracing social media, in which Maggie usually has a starring role,” says Sarah. Despite swapping the open road for the home/office, Maggie is very good about keeping up with the admin. Although she always looks forward to a long walk or run during a well-earnt lunch break. • Tell us about your dog who keeps you company as you work in a shop, office, car or van, warehouse or from home. Please include a photo and email editor@equestriantradenews.com
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PRODUCT NEWS | ETN
Measuring feeds’ environmental impact
Alltech has developed a system to help feed manufacturers measure and lower their products’ carbon footprint. Feeds EA monitors environmental impact at feed mill level by assessing the influence of existing compounds or blends. It determines this by calculating greenhouse gas emissions from production, cultivation, processing and transportation. In addition, the system draws on a database of more than 300 ingredients to calculate their impact.
Perfect in any Arena
OFFERS AVAILABLE ON ‘SEASONAL’ LAUNCH
Nettex’s new product to support mares in season is promoted with discounts for consumers and the trade. NETTEX V.I.P. Miracle Mare is a nonmagnesium supplement containing B vitamins, plus chasteberry, chamomile, vervain and red clover. It contains wheatgerm extract, the prebiotic like functionality of which optimises gut flora balance. By helping the body’s own mechanisms regulate themselves, this has been proven to support mares with challenging oestrus-associated behaviour in as little as 48 hours [references available]. The launch of NETTEX V.I.P. Miracle Mare sees an added bonus for retailers with a 15% discount on all orders through Trilanco until the end of April 2021. Nettex is running a national consumer campaign titled ‘She’s Got This’ to help drive sales in-store and online. Retailers are supported with digital toolkits containing in-store POS, website banners, social media posts and consumer e-shots. There’s also online CPD content for retail staff. Equestrian influencers, equine behavioural experts and nutritionists are promoting the launch. A 10% off consumer offer is running through March and April. NETTEX V.I.P. Miracle Mare 1kg (40 days’ supply for a 500kg horse) has a trade price of £31.20 with an RRP of £49.49. For 2kg, the trade price is £59.29 and the RRP £93.99. The average 500kg horse requires 24g daily.
Price freeze announced Westgate is holding prices on more than 95% of its 3,000 products for a second year. The price freeze includes the supplier’s main brands - Science Supplements, Mark Todd Collection, StableKit, JHL, Saddlecraft, Nourish and the majority of Gatehouse. Westgate has maintained a next-day delivery service throughout the pandemic and says it will continue to do so. “By freezing prices, it’s our way of doing our bit to help our customers get through these turbulent times and see them bounce back stronger in the coming months,” said CEO David Mitson. Westgate and its associated brands were acquired by Mr Mitson’s HLM Group in 2019.
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With saddles for every discipline and conformation priced at just RRP £899, there is an Arena saddle that’s perfect for every horse and rider.
Beautiful Comfortable Practical…
Perfect!
Arena Saddles is distributed within the United Kingdom by Saddlery Brands International. For more information contact our team on +44 1865 670 888.
EQUESTRIAN TRADE NEWS DECEMBER 2020 | 13
ETN | BEDDING AND STABLE TOOLS COVER STORY
When brand ambassadors muck in… Showjumper Joe Stockdale and eventer Sharon Hunt are no strangers to winning international competitions. Nor are they strangers to yard duties. Yes, these two talented riders are hands-on horse-people too and that’s just one reason why stable tools and tubs supplier Red Gorilla chose them as brand ambassadors. Seeing these famous faces using Red Gorilla products to get stuck into the mucking out and stable management is enough to send consumers heading straight for your store or website in search of the brand. It’s a win-win for all concerned – and winning is something Joe and Sharon know all about too…
JOE STOCKDALE is Red Gorilla’s newest ambassador. He’s also ETN’s cover star this month. Twenty-two-year-old Joe is the son of the late, legendary showjumper Tim Stockdale. When his father died in 2018, Joe gave up a promising career in county cricket to run the family’s Northamptonshire yard and compete the horses. Joe has quickly established himself as a hard-working and popular figure on the showjumping scene. He’s proving he can produce horses and has already been on British Young Rider team duty, as well as delighting UK fans with success at the Horse of the Year Show. Tim Stockdale was a stickler for a tidy, efficiently run stable yard. And Joe is following in his meticulous footsteps. His favourite yard tools are Gorilla Tubs. “They come in so many different sizes, so there’s one suitable for every job,” he says. “I also like that there are so many colours which means each horse can have its own colour. Each job can be colour-coded too.” SHARON HUNT, team bronze medallist at the Beijing Olympics in 2008, has been an ambassador for Red Gorilla for more than five years. Her favourite Red Gorilla tool? Well, it’s hard to say because Sharon “loves them all.” However, her current top pick is the Poly Yard broom. “It’s such a versatile broom that can be used throughout the whole yard,” says Sharon. “I love the vibrant colours, especially the red and orange. It really helps find your broom wherever it is on the yard!” And for someone as dedicated as Sharon, who’s up before first light to feed her horses, a brightly coloured broom is indeed a bonus. 14 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
A stable future Changes are afoot at Equimat, as Matthew Dawson from the matting brand tells ETN.
Equimat is 30 years old. What’s the story? Davies Odell, the company behind the brand, recently joined the Vale Brothers stable (see News). This broadens the product range dramatically and cements our future, hopefully for another 30 years. What’s made Equimat stand the test of time? Equimats are made from a mixture of EVA [ethylene vinyl acetate] and heavy rubber. This gives them the strength and longevity of a solid rubber mat, yet the lightweight and ‘easy to manage’ characteristic of an EVA mat. They’re simple to fit - they lock together creating a watertight join – and easy to lift and clean. What should purchasers look for when buying stable mats? There are many low-priced EVA-only mats out there. They serve a purpose, but tend to last a short time. The mats under a horse have a hard life. Many of our customers’ Equimats have been down for 20-plus years, and are still going strong. There’s a higher initial outlay, but over the years, they represent brilliant value for money. What savings can horse owners achieve by using Equimats? While Equimats are not a substitute for bedding, the amount can be reduced. It’s personal preference, but on average bedding savings can be between 30 and 50%. Of course, this also means less mucking out time, and more riding - and who doesn’t like that? Do you work with retailers? Yes, we’re always on the lookout for new trade accounts. We realise that mats take up valuable space, so we offer drop-ship arrangements and commissions. What does the future hold for stable matting? Riders now have a much better understanding of stable mats, and the benefits, compared with a few years ago. We’re always looking at formulation improvements, and ways to make our mats even better for horses and owners. Expect to see new developments soon.
Environmentally sound
Miscanthus Horse Bedding is good for horses and good for the environment, says supplier Terravesta Equine. Made from finely-chopped, British-grown miscanthus, the bedding is dust extracted to help maintain respiratory health. The unpalatable bedding is said to be three times more absorbent than straw, and more hygienic because it carries less bacteria and microbes. Miscanthus (elephant grass) is a perennial crop that’s planted once and harvested annually, so the soil under it remains undisturbed. It thrives on unproductive farmland, requires no artificial fertilisers, encourages biodiversity and locks in carbon. Miscanthus Horse Bedding is available in compact 20kg bales; a pallet contains 35 bales and costs £314.52 (RRP) including UK mainland delivery. Trade enquiries welcome. WWW.EQUESTRIANTRADENEWS.COM
BEDDING AND STABLE TOOLS | ETN
Offer for new stockists
Sundown Products is seeking additional retail outlets for its Sun-e-bed straw crumble bedding. An introductory offer for new stockists (see below) is underway. “Customers have told us that Sune-bed makes mucking-out so much faster because they have to remove very little waste each day,” says Rachel Cubitt from Sundown Products. “Additionally, their muck-heaps rot down quickly to provide a nitrogen-rich compost which is easy to dispose of.” In use, Sun-e-bed pellets break down into dust-free, short straw fibres. Highly absorbent, they help contain moisture and eliminate ammonia smells. Sophie Coles, owner of Charlie, has used Sun-e-bed for a year. “Charlie has been so much cleaner and easier to muck out,” she says. “And it’s saved me lots of time and money.” Sun-e-bed is made from British straw, comes in 15kg bags and the initial bed doesn’t need to be watered. Over time, the crumble pellets fluff-up, increasing the bed’s volume. Bletsoe Brown Animal Feeds in Sywell, Northamptonshire, has been selling the bedding since October 2019. “The customers who have used Sun-e-bed love it,” says proprietor Jane Butt. “The bags are easier to handle than bales - an advantage for us when we’re loading them into customers’ cars.” Sundown Products can supply retailers with Sun-e-bed alone, or
as mixed-loads with its Sundown Green and Sundown Yellow chopped straw bedding. “To support new retailers, we’re running an introductory offer of one pallet of Sune-bed at a special delivered price (£3.95 +VAT per 15kg bag) to encourage their customers to try the bedding before committing to a larger order,” says Rachel.
True all-rounder The Eternity Bedding Fork from Vale Brothers works with all bedding types. The head has strong, flexible prongs for easy manoeuvring; while the 115cm aluminium handle ensures mucking out isn’t back-breaking. The lightweight tool comes in purple, orange or grey.
STRAW PELLET BEDDING FOR HORSES H I G H Q U A L I T Y • L O W C O S T • G R O W I N G D E M A N D • S U R E S U P P LY
Any owner who wants to save time, cost and waste should give this a try… HORSEWEEK
You can find out more about this new retail opportunity at: strawmax.co.uk
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS MARCH 2021 | 15
To talk to your Regional STRAWMAX Sales Manager please call 01668 213467
ETN | RETAILER PROFILE
LORDS OF THE MANOR! Matt Severn, of Manor Equestrian, tells Deborah Hayward about the retailer’s new store.
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erendipity, good business acumen and plenty of elbow grease have seen Matt Severn and partner Robert Rafferty become successful and respected equestrian retailers in only four years. Today, the pair, who first met 23 years ago when Matt was a Homebase national project manager and Robert a branch manager in Berwick-upon-Tweed, are captains of their own ship – a large, 2,700 sq ft store on the Felley Priory Estate, near Underwood, Nottinghamshire. Manor Equestrian sits in a Grade II listed building next to the Felley Priory Thoroughbred Stud. “It used to be an old workshop and I loved it as soon as I saw it,” says Matt. “It’s been a big financial investment for us, so we were thrilled when the local council approved our planning application, saying The Manor Equestrian team has relocated to a large former workshop on the Felley Priory Estate, in they couldn’t think of a better use of the Nottinghamshire. building, as it was all so in keeping with its surroundings. “We’ve worked hard to put our own twist on the interiors while Robert had left his job as HR manager at Dunelm and we had remaining true to our values – top brands at stable prices. We converted the upstairs floor to retail.” understand that we are the first UK retailer to have an HKM shop fit When the pair eventually moved to their new store two and we’ve also done a shop-within-a-shop display for the Holland years later, Mitchell left to study for a nursing degree and Manor Cooper brand.” Equestrian underwent a rebrand. “We dropped the word ‘outlet’ from our name, as some suppliers felt it had a negative connotation,” explains Matt. “A marketing overhaul followed, with everything from new ticketing LOCATION, LOCATION, LOCATION to introducing premium brands, such as Holland Cooper, Racesafe, Finding the perfect location topped the list when it came to Hit-Air, EcoRider and Tredstep. We also expanded the offering sourcing new premises. “We left our old store in Newthorpe, next from brands such as Hy Equestrian, NAF, Omega Equine, HKM and to Junction 26 on the M1, and moved to the other side of the Coldstream.” motorway at Junction 27,” says Matt. “We wanted to draw from a wider area, taking in horsey villages such as Linby and Papplewick, as well as Ravenshead and Hucknall, which are full of happy hackers. This is big hunting and jumping A CHALLENGING YEAR country, and we have lots of riding centres nearby, including the At the beginning of 2020, Matt and Robert were riding high. Manor Golden Valley Equestrian Centre, which is really up-and-coming.” Equestrian was named runner-up in BETA’s SEIB Retailer of the Year award. Little did they know a pandemic was imminent. Remaining focused, they prepared their new store for opening on August Bank Holiday weekend. Amazingly, they missed this HOW IT BEGAN Manor Equestrian began as a side hustle for Matt, who was working target by only one month! Sales of essential goods continued at the outlet store during the in HR at the time. Accompanied by good friend Mitchell Gent, he first lockdown. “Our retail experience really helped,” says Matt. “We sold equestrian gear from a stall at small worked out what we could do to keep the money coming in. shows and Derby Horse Market before “Thankfully, Robert had worked on the internet side to make becoming a regular on the tradestand sure we had more products on the website and could offer a circuit. click-and-collect service. We also turned part of the building into a The original shop was in their warehouse. corner shop selling toilet rolls, rice and baked beans.” “We ended up converting it into a proper Despite Covid-19, Manor Equestrian’s online sales figures are up shop when locals constantly asked for 800% on 2019 and shop sales by 67%. “We’ve certainly got a lot to products,” says Matt. “We called it Manor be happy about,” adds Matt. Equestrian Outlet Store and it was a Manor Equestrian Although figures are looking good, what’s selling has changed. bit like a horsey version of TK Maxx or owners Matt Severn “Competition wear has really been hit,” says Matt. “I cannot even McArthurGlen. (left) and Robert Rafferty joined forces begin to tell you the amount we are carrying forward. “At first, we opened three days a week, “We are experiencing a lot of delays, particularly from European but within 12 months this had risen to seven. to create an awardwinning store.
16 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
WWW.EQUESTRIANTRADENEWS.COM
RETAILER PROFILE | ETN suppliers – and even those in the UK seem to be having difficulty with rugs and footwear. We don’t complain to brands right now, as with the pandemic and Brexit we’re all in the same boat and doing our best. “It has been a tough year, but we have had great support from everyone – including [distributor] Battles, our own team, including Amara Freeman-Brand, Pamela Sedgwick and Jack Brooks, and our family and friends.
Manor Equestrian’s wide product range attracts riders from the horsey villages around the store’s Nottinghamshire base next to the M1.
PLANS IN THE PIPELINE
Plans are afoot to develop the store’s Coffee Latte Wagon take-out service, a big hit with customers, as well as passing walkers and cyclists, on Sundays. Manor Equestrian has also signed its first sponsored rider, six-year-old Conor Barnes, and his pony, Minty, aka My Mini Milton.
ETN ASKS MATT… Q: What jobs did you do before opening Manor Equestrian?
Senior HR roles for Alton Towers, Homebase, World Design & Trade, Ann Summers and Sofology.
Q: The equestrian world must be quite a contrast to Ann Summers?
It certainly is! Each year, as a senior manager, we had to spend a day on the shop floor. The first time I did this was on Valentine’s Day at the Bullring store in Birmingham. I was given the “toys” area and supposed to advise customers about the products. It was certainly an eye-opener! And I’m still selling whips!
Q: Do you have a horsey background?
Yes, my family were involved in farming and my auntie was a riding instructor. I spent many school holidays helping run donkey rides on Bridlington beach.
Q: Do you have any animals?
I sold my horse in September, but we have two donkeys – Daisy and Benji – and a pointer-cross dog called Flo, who Robert loves to take for long walks.
WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 17
ETN | SPECIAL REPORT
Under the influence
Influencers are everywhere, from Strictly Come Dancing to YouTube and across social media. These stars are shining in the equestrian market too, says Ashley Rossiter
Tina Wallace, aka ‘Life On The Left Rein’, says being authentic and commercial can be a juggling act.
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ssociation with high-profile rider names brings your brand kudos and recognition. Whereas influencers deliver a tangible reality to your products. There isn’t a ‘which is better’ approach; each works equally well in its own way. However, a big difference is that with influencers, there’s more opportunity for consumers to build a relationship. Through social media, they can have regular dialogue with them, ask questions about a product and get answers. • Riders are busy riding. • Influencers are busy building communities on social media. While working with influencers is just one element of a marketing strategy, it’s an important one. It’s why stars such as Pony Nuts and This Esme are propelling equestrian influencer marketing into the spotlight. Beauty and lifestyle brands already work regularly with influencers. And they can be relationships of significant value – either in terms of product being gifted and/or payment. When researching the best influencer fit for a client, it’s crucial to delve deep into their audience’s demographics and locations. For example, does the influencer have a bought or genuine social media following? Purchased followings never deliver the same return for investment or conversion to sales.
18 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
THE PROFESSIONAL EQUESTRIAN INFLUENCER
Tina Wallace, aka ‘Life On The Left Rein’, is one of the UK’s leading equestrian influencers. She was already on Instagram, but starting vlogging when appearing on Horse & Country TV’s reality series Blue Chip All Star Academy. “During the show we did regular vlog updates, so by the time it finished, I felt more comfortable talking ‘to camera’,” says Tina. “I carried on filming regular vlogs, sharing my competition outings and some reviews of products we received during the show.” By 2018, Tina was creating weekly content. Now she uploads a new vlog every Tuesday, often focussing on competition days with her horse Banksy. She also shares relatable highs and lows of horse ownership, her friendship with eventer Emily Dunstan, and thoughts and views on products. The commercial aspect of what’s now Tina’s business includes opportunities for advertising on her YouTube channel, sponsored posts and collaborations with brands on her Instagram channel. Aligning with a business or product is always done with forethought, says Tina. “I won’t promote anything that isn’t a good fit for my followers or me. “My followers trust me when I say something is good or is fit for the job, so it has to be! As an influencer, you feel privileged to have WWW.EQUESTRIANTRADENEWS.COM
SPECIAL REPORT | ETN
Natalie O’Keeffe, aka ‘Inside Track Eventing’, says good influencers naturally integrate products into compelling content. (Photo: Louise O’Brien Photography)
your opinion held in such high esteem. But making it commercially viable whilst retaining your authenticity is a juggling act.” Like anything done well, being an effective influencer is hard work. “Putting together the creatives, filming, editing and creating content takes a lot of time, planning and imagination on my part,” says Tina who has long-standing collaborative partnerships with Blue Chip and easibed. “I care about the brands I work with, and the positive impact I can have on helping them grow their businesses. I work closely with clients on all collaborations to ensure success.” And what about the cost of using a professional influencer? “There are so many variables including the length of the project and anticipated level of activity which all need to be factored in when it comes to looking at the final costs for a collaboration,” says Tina. Indeed, costs vary from influencer to influencer, as they do for traditional media advertising. The bigger the circulation and/or sphere of influence, the more you can expect to pay. One thing’s for sure. Good influencers certainly don’t come cheap - and shouldn’t be seen as a cheap way of promoting a brand.
THE RISING STAR
Natalie O’Keeffe aka ‘Inside Track Eventing’ began blogging five years ago to document her adventures as an amateur rider in Irish eventing. “As time went on, I began to share more from ‘behind the scenes’, became more honest about the highs and lows, and more people were interested in what I had to say,” explains Natalie. “Sharing the good days and the bad days - from winning championships to lameness issues and confidence loss - has made the journey more real so people can relate to it.
WWW.EQUESTRIANTRADENEWS.COM
“More recently, I have started talking about my mental health and mindset. It was something I was very nervous to share. Still, it has been really well received, with more people engaging with it than I had ever thought.” Natalie agrees that taking a passion down a commercial avenue needs careful handling. “The best influencers find ways to produce helpful, useful content for their followers while naturally integrating the brands or products they work with into that content.” Natalie adds that companies increasingly acknowledge that producing great content requires considerable time and effort from the influencer. “Anyone looking to pursue a commercial relationship understands the time required to make this work, but also places a value on that work so that the creator is fairly compensated,” she says.
IT’S NOT ABOUT FREEBIES
Working with an influencer is not about giving them free products and waiting for something to happen. It’s about strategically choosing the right influencer partner for your business – followed by the correct approach, negotiation, management and contract.
ABOUT THE AUTHOR
Ashley Rossiter, the MD of PR and digital marketing agency MirrorMePR, is a former celebrity stylist, journalist and lifetime horse owner. Ashley has worked with influencers and in product placement for three decades, including for Nike and Timberland. Her current clients embrace equestrian, pet, lifestyle and beauty. www.mirrormepr.co.uk
EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 19
ETN | BENCH SADDLER OF THE MONTH
Celebrating the best bench saddlers... This ETN award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standards of leather craft skills. Level 3 Bridle and Saddle-making. During the following year, we kept in touch as Joshua worked on the pre-made items required. Then in February 2016, he arrived at the STC in Salisbury, with his completed work, to be independently assessed. I’d warned him that achieving all this in a week may not be possible; but thanks to his determined attitude, he proved me wrong. Since joining the SMS as a Qualified Saddler, Joshua has entered and attended the National Saddlery Competition every year. A highlight was being introduced to The Princess Royal and telling her his story. More recently, he’s upgraded to Individual Master Saddler. I’m pleased to call Joshua a friend and to nominate him for this award.”
When he’s not working as a saddler, Joshua Morris-Siegel is a volunteer firefighter.
THIS MONTH’S WINNER IS… JOSHUA MORRIS-SIEGEL FROM MASSACHUSETTS, USA NOMINATED BY: Mark Romain MBE, of the Saddlery Training Centre (STC), who says: “My first contact with Joshua was by email in early 2015. He was already an accomplished saddle-maker who’d trained with some Walsall manufacturers; and now he wanted recognition of those skills and to join the SMS. I recommended aiming for City & Guilds
ABOUT Joshua: Joshua doesn’t have an equestrian background, but he’s always been creative. His early teens saw him making bass guitars and doing small engine repairs around his family’s farm in Massachusetts. When he was 15, he heard of a family friend and neighbour looking for help in his saddlery business. “I was homeschooled, so I could start immediately as an apprentice, working with him on saddlery repairs and saddle fittings,” says Joshua. It was through his employer that Joshua came into contact with Walsall manufacturers whom he went on to visit. Ten years later, in 2010, he had started his own saddlery business. Siegel Saddlery is based in Royalston, a small town approximately one-and-a-half hours west of Boston, Massachusetts. “Two years ago, we built a spacious new shop at our house,” said Joshua. “I’m based here unless I’m out saddle fitting. My wife does the office work and handles shipping details for repairs that are sent in from all over the world. “It’s primarily a saddle repairs and saddle fitting company,” adds Joshua who finds doing seat replacements especially satisfying. “It makes me happy to step back
20 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
and see the transformation of a saddle from start to finish.” The item he’s most proud of is the saddle with which he won the small business category at the SMS National Saddlery Competition. One of the best aspects of the trade, says Joshua, is the network of saddlers around the world working to make the industry better. “The worst part is the influx of poorly made saddles and tack; it’s becoming more common to see companies using cheap and unsafe materials. This makes it difficult to compare the value of [skilled] work and [good quality] materials being used when some customers are looking for the most affordable and quickest option.” Among Joshua’s more unusual commissions was a reproduction 17th century jousting saddle. “It was challenging as I only had a few photos of it, plus some metal hardware provided by the client,” he recalls. When he’s not working as a saddler, Joshua is a volunteer firefighter. He also enjoys woodworking and cabinet projects, yard work with his tractor, travelling and spending time with his wife, infant son and dog.
HOW TO NOMINATE A BENCH SADDLER: Everyone is invited to nominate bench saddlers they feel deserve to be named ETN/SMS Bench Saddler of the Month. Candidates for the award must be members of the SMS, can be based in the UK or overseas, and be employed or self-employed. To nominate a bench saddler (or more than one), email editor@ equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.
WWW.EQUESTRIANTRADENEWS.COM
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BENCH SADDLER OF THE MONTH | ETN ® SUPPORT
ELITE BRITISH SUPPLEMENTS MANUFACTURED IN THE
UNITED KINGDOM
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Rated 4.9/5 Excellent on
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ETN | PROFILE
This is the life! Supplements brand BETTALIFE is gaining momentum - and wants to share its success with the trade, as co-director Ryan Millar tells ETN. HOW DID BETTALIFE COME ABOUT?
We launched at BETA International 2016 after eight months’ R&D and six months of incorporation. Founders Tim Mansi and I come from diverse business backgrounds; Tim had a feed store and equestrian roots, while I’d been running my own sports nutrition brands for over 15 years with a distribution network covering the UK and Europe.
Ryan Millar
Tim Mansi
YOU HAVE THREE EQUINE PRODUCTS. WHAT’S THE THINKING BEHIND SUCH A COMPACT RANGE?
We never set out to have a compact range; we simply believe that every product we create and manufacture should work and be of the very highest quality. This ethos has been well received in the trade because we have very specific product targeting. Our range includes: • PharmaQuin Joint Complete HA - total joint support • PharmaTRAC Total Digestive Support - fore and hind gut support with prebiotic • PharmaPlast Ultimate Topline - muscle and coat conditioner A great unique selling point for BETTALIFE is that we clarify our products in order to take the confusion out of our range. We have no overlapping cross-over products and no wasted money for the customer; it all leads to a unique and simple purchasing decision resulting in extremely high conversion rates to sales. 22 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
THE EQUINE SUPPLEMENTS MARKET IS HIGHLY COMPETITIVE. WHAT ARE YOUR USPs?
Great question! We absolutely believe we have so much to offer our trade outlets through USPs. We offer an industry leading 100% ‘No Quibble’ money back guarantee that enables customers to try any of our products - and if not entirely satisfied for any reason, we simply refund them in full. This is extended to our trade network, so stores get to keep the margin from all sales when they sell any BETTALIFE product. It’s 100% our responsibility when the customer has left the store. As previously mentioned, our compact range is designed to make selling and purchasing our brand as easy as possible with colour-coded and clearly keyed product descriptions. We clearly label every ingredient per 100g, and per serving, to make it as transparent as possible to see what’s in our products. We will never use any fillers or bulking agents in any of our products and batch test every blend (certificates available on request) of every single product we make. We’re also very proud of our TrustPilot rating of Excellent, achieving an industry high of 4.9 stars out of a possible 5. This reflects how highly we value our customers and service. WWW.EQUESTRIANTRADENEWS.COM
PROFILE | ETN WHAT DO YOU OFFER THE TRADE?
This is an area we’re constantly working on, and in which we believe in constantly improving. We provide comprehensive training on our products and as much support as required. We love to see new accounts flourish. We provide plenty of merchandise and stock for competitions to help new customers engage with the brand on social media platforms. We also give stores an area to operate. We like our retail partners to have sufficient space to be able to confidently grow our brand with their customers and be able to reap the rewards after the initial conversion. Our account managers are always only a phone call away. We love to listen to each and every store, and work with them in a way that works best for each individual outlet. Our trade margins are second to none – we’re a compact company - and products come with a two-year shelf life and a batch test report when required. Our head office contact number is 01937 580782. Our account managers are Amy Pickard (tel 07783 136232) and Kaylee Weatherstone (tel 07983 119290).
years now and were so proud when she won a silver medal at the 2019 European championships for Team GB. Our sponsored riders regularly do Instagram take-overs for the day. These have proved immensely popular with our followers who get to see the nuts and bolts of their daily living - not just the rosettes at the end of the day.
WHAT OTHER SPONSORSHIP IS BETTALIFE INVOLVED WITH?
Kaylee Weatherstone
WHAT SHOULD WE LOOK OUT FOR FROM BETTALIFE IN 2021?
Amy Pickard
RYAN, YOU’VE WORKED IN SPORTS NUTRITION… WHAT PARALLELS ARE THERE BETWEEN HUMAN AND HORSE NUTRITION?
More than you would initially imagine! The sports nutrition industry has moved forward light years in the last two decades since I was originally involved. Now I can see this trend picking up pace and beginning to happen in the equestrian nutrition industry. The key driving factor is consumer education. There is so much more information available; and it’s extremely important to provide clarity as any confusion quickly becomes a barrier to consumer trust. Increasingly, ingredients are being researched across both industries. We are proud to be able to react extremely quickly to any market changes.
HOW DO YOU HOOK UP WITH YOUR BRAND AMBASSADORS? We have close relationships with our brand ambassadors and sponsored riders. Normally we meet up with them at competitions and shows but during the last 12 months [of Covid] we’ve been communicating with them via social media. It’s been great to get a glimpse behind the scenes with our riders - to see the hard work that goes into competing. It’s not all about the winning. My personal favourite BETTALIFE brand ambassador success story goes back to early 2016. We’d just launched and were approached by a very shy Mari Akhurst who was embarking on a promising para-dressage career. We’ve supported Mari for five WWW.EQUESTRIANTRADENEWS.COM
We sponsor the British Dressage Novice National Championships, plus the NexGen Championships, a new event for young horses competing in dressage, showjumping and eventing. We’ve also sponsored the hunter classes at Bramham International Horse Trials for the last two years. A local event for us, it’s a real highlight in the calendar! We’re also the showjumping arena sponsor at Allerton Park Horse Trials, another local event with a fantastic atmosphere. BETTALIFE sponsored the first three-day event to be held at Vale View in 2019. This led to a great relationship with the Leicestershire venue including support for its high-profile dressage show and associated championships. Supporting equestrian sport across the levels and disciplines is hugely important to us. It’s also why all our products are suitable for competition use.
Thanks to improved supply chain links and re-investment, we’ve managed to hold our pricing for the fourth year running. Stability will be key to our 2021 strategy as we continue to grow. We have some interesting research being peer reviewed for publishing in veterinary journals this year too. The size of our study and the results will raise a few eyebrows. Our brand exposure is really taking us to new levels now - and this can only help our stockists. One of our key decisions during early 2020 was to focus on building the brand online through Instagram and Facebook. We now have a tidal wave following and the brand really is picking up momentum.
YOU ALSO DO PRODUCTS FOR DOGS AND HUMANS. IS THERE POTENTIAL FOR EQUESTRIAN RETAILERS TO SELL THESE TOO?
Of course! As a very profitable side-line too… There’s huge crossover between equine and canine ownership. And we all feel aches and pains occasionally, so the PharmaQuin Human tablets prove to be great for additional revenue. They’re backed by our 100% money back guarantee too.
PLEASE TELL US SOMETHING SURPRISINGLY ABOUT BETTALIFE! The three directors and shareholders met over 15 years ago at a local club dedicated to a very different horse-power! Yes, a mutual passion for cars ignited a long-term friendship… After ten years of sharing experiences and each running successful businesses, we realised we really wanted to work with each other. Over five years ago now, the stars aligned, we joined forces and combined three different skill-sets to create what we believe to be a truly unique British brand. Our core values are supplying the highest quality products and service, transparency, innovation and a unique approach to everchanging market conditions - with a little bit of humility, quirkiness and sense of humour thrown in for good measure!
EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 23
ETN | XXXXXX
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ETN REPORTING | ETN
TURNING BACK THE PAGES…
For four decades, ETN has reported on the equestrian trade. So let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago. In February/March 2016, ETN reported:
In February/March 2011, ETN reported:
l Nick Gray retired FIVE following the sale of YEARS his gifts business Grays AGO... of Shenstone to longstanding employee Greg Copeland. l Staffordshire saddlery Hoofs at Heart opened a new branch in the Heart of the Country Shopping Village near Lichfield. The new store was three times bigger than the old shop, director Karren Rawlins told ETN. Paralympic dressage rider Ricky Balshaw did the honours at the official opening. l Total Confidence Live, a new sister show to Your Horse Live, was launched by Bauer Media. The event, to which attendees could bring their own horses for clinics with experts, was to take place at the South of England showground. But as ETN went to press, it was called off. l ETN reported from BETA International which had run in January (instead of February) for the first time. The move to earlier dates had “well and truly paid off” wrote editor Liz Benwell. Tracey Woods of distributor Westgate EFI added that a show in January “has really worked in our favour.”
l Libbys Tack was sold; the deal included the Libbys RS-tor safety aid. New owner and managing director Lee Buck said the brand would now be made in his Norfolk factory alongside PolyPads. Peter Cleall TEN had already acquired the YEARS Libbys show unit and AGO... was trading as Libbys International on the show circuit. l Men Behaving Badly actor Martin Clunes appeared with horse whisperer Monty Roberts during BETA International 2011. The pair had just starred in a hit TV documentary called Horsepower. l Thorowgood Ltd became Fairfax Saddles Ltd. The Walsall manufacturer, run by Rupert and Vanessa Fairfax, encompassed the Kent & Masters, Fairfax, Thorowgood and Prolite brands. l The EU was considering a ban on creosote, the product used to treat wooden fences and stables. Concerned parties were lobbying their MEPs.
In February/March 2001, ETN reported:
In February/March 1991, ETN reported:
20 YEARS AGO...
l Vale Brothers acquired Edward Goddard which had been making whips in Walsall since 1887. l A fire caused £100,000 worth of damage at Oxfordshire retailer Arena Saddlery. Anna de Verteuil, who ran the store attached to Blewbury Equestrian Centre, told ETN she had lost her premises, stock and paperwork. Eighty horses were evacuated from the adjacent stable yard. Anna told ETN that she was insured and hoped to re-open the business. l Norma Smithson, who had retired from her sales job with Finest Brands International, became BETA’s first regional field officer. l Equilbrium Products’ Net Relief muzzle net was approved by British Dressage for use in competition. l Albion Saddlemakers invested £1 million in a new, openplan factory in Bridgeman Street, Walsall. The company said it wanted to introduce more automation to reduce time taken on non-skilled tasks, freeing staff to concentrate on craftsmanship.
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l West Cumberland 30 Farmers (WCF) YEARS began opening 26 AGO... ‘shop in shop’ Ride & Groom departments across its retail network. This month saw new outlets unveiled in WCF’s Hexham and Penrith stores. l David Dyer, proprietor of Kent based Frogpool Manor Saddlery, told ETN that the only way to beat the recession was to be positive. His answer had been to run a Christmas Fayre, followed by a series of special offers – including 25% off saddles, with an Easter Festival featuring top riders to come. l In jobs news, Ian Mitchell replaced Roger Welsby as agent for Mascot clothing in the East Midlands; Jane Tarte joined the team at Mars Oil; and Roger Whittle took on the East Anglia agency for Allen & Caswell. l Body protectors became compulsory for flat jockeys who were given a 1lb weight allowance to compensate for wearing the garments. l BTS Television was offering to make videos for equestrian companies. “Our ten-minute films make ideal marketing packages,” they said. The cost? “Under £1,500…”
EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 25
ETN | HOOF, LEG AND JOINT
Answering the call Retailers are at the sharp end when it comes to dealing with customers’ concerns. ETN asked NAF to suggest solutions to commonly asked hoof, leg and joint queries.
This time of year, I’m concerned about the grass growth, as my show pony is prone to laminitis. What can you recommend? With the sugar content in grass tending to be the highest in Spring, those prone to weight gain or predisposed to laminitis need to be supported with correct management and dietary requirements. Sugar and sugar rich spring grass containing high levels of nonstructural carbohydrates (NSC) should be avoided, along with high concentrate diets. This is to avoid carbohydrate overload in the hindgut leading to endotoxins leaking from the gut and attacking the susceptible laminae in the hoof capsule, resulting in laminitis. A high fibre diet with forage such as hay at around 10% NSC content is suitable. And, as a restricted diet tends to lack vitamins, minerals and trace elements, a good quality balancer with gut support can help to ensure overall health and vitality is maintained.
Support for hooves is also key. Supplying a bio-available sulphur such as MSM can help maintain healthy connective tissue which is particularly important when laminitis is a threat. Exercising laminitics is something to be done on a case-by-case basis. However, a simple solution to keep an individual moving may be of benefit to Salt many. A paddock Shelter Turnout track paradise or track system takes equines around the Exercise or hay growth area edge of a paddock/ field, requiring them to keep moving to Water meet their needs Gate (see diagram). 26 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
(Wreybrook Bracken) aka Bracken is owned by Sally Hoppins. Sally did a great deal of research before choosing a supplement for Bracken. She then wrote to say how grateful she was that we took the time to explain the right targeted nutrition for Bracken. "It was absolutely excellent service,” said Sally. “I firmly believe that NAF have played a major part in Bracken's health and indeed her day-to-day maintenance. I keep her on NAF all year round and she is able to go out in the field with my other horses and lead a relatively normal life. The really brilliant news is that Bracken is back in full time work; she’s also returned to the show ring for the first time in two years and won her veteran class! What more can I say? Thank you, NAF!" My horse is 18 this year but still going well show jumping. However, I worry when we jump on grass arenas and the going is hard. Although the most natural approach, riding on grass is potentially detrimental with the variation in going resulting from different weather conditions. Hard ground can result in greater concussive forces travelling up the legs which can directly impact joint health. Around four tonnes of force can pass through the lower leg when galloping! Some horses become reluctant to use their full ability when ridden on hard going, due to concussion potentially linked to an uncomfortable response. Generally, the older the horse, the greater the need for additional support to help with joint lubrication, degeneration and daily wear and tear. Using a good quality joint supplement can help to care for each WWW.EQUESTRIANTRADENEWS.COM
HOOF, LEG AND JOINT | ETN individual by feeding essential joint nutrients to target daily wear and tear and underpin overall healthy joint function. Look out for important antioxidants which clear the way by flushing out unwanted toxins surrounding the joints and preventing normal function. These also clear the way for the joint nutrients to work efficiently. Glucosamine is a popular inclusion, helping to maintain and support the regeneration of connective tissue; while MSM helps sustain the health of cartilage and collagen. Hyaluronic acid (HA) works to keep synovial fluid healthy; while chondroitin is naturally present in healthy cartilage and can help stimulate further cartilage production. A popular approach is the glucosamine/MSM solution; but when joints are compromised - through work, ground conditions or predisposing conditions - it is important to provide sufficient nutrients to supply the joint with the correct ratio of ingredients and support each individual’s range of motion. The secret is often the ratios behind the formulation and researched absorption rates. Choosing a product with the right understanding of this secret will help support the horse throughout the many stresses joints undergo throughout their lifetime.
As well as replenishing moisture content, ensure a fresh and adequate water supply as dehydration can impact dry hooves further. Soaking hooves in water is not recommended, however, as this can jeopardise the horn’s integrity and when hooves dry, further cracking can occur. Nourishing hooves from the inside out, with a correct supply of vitamins, minerals and micronutrients, is paramount to good quality horn. Look for a good quality supplement with the levels of proteins, nutrients and antioxidants capable of feeding healthy hooves. Wet weather harms hooves by weakening the integrity of the structure. When dry weather arrives, this can lead to extreme drying and further endanger hoof health. Supporting externally and internally ensures the right nutrients are available to promote healthy and correct growth, while external applications nourish horn and help retain the valuable moisture content.
Katie McLaren & J’Lo “I have owned J’Lo (Vistimar) for over 4 years now. We have such a strong partnership and have achieved many awards over the years. For example winning PC Championships in Intermediate Dressage and Eventing, Winning the BE100 Scottish points series and various other competitions. J’Lo will be 19 next year but she shows no signs in slowing down. Anyone that has watched her has said she looks and rides like a young horse. I believe that the NAF Superflex Senior has had a huge effect on this. Super product. Would recommend to anyone.”
My horse has always had problems keeping his shoes on. It’s particularly a problem when the ground begins to dry out in Spring and his feet start to crack. Is there anything I can do? Wet winter conditions put a lot of stress on hoof horn. This is because when moisture content is impacted, it potentially weakens the structure. In wet conditions… Water molecules can force their way into horn making it expand and weakening the overall structure. Weaker structural integrity is more susceptible to damage; saturated hoof horn is more pliable. And the horn swells, hiding cracks and defects which can be falsely interpreted as healthy hooves. In dry conditions… Horn is at its strongest at around 25% moisture content. Hooves drying out after a wet spell can lead to cracking and brittle horn. Increased farriery visits become a necessity. External support in the shape of oils is not recommended as they do not let the hoof ‘breathe’. However, a moisturiser applied regularly can help to nourish the horn while allowing the hoof to breathe.
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Rhianna Jones “I have been feeding PROFEET Powder and then Pellets for the last 4 years to my 16.2h gelding. When we bought him his hooves were very cracked and brittle, they were growing very little between shoeing and it was a struggle for my farrier to keep putting shoes on him! After six months on PROFEET Pellets his hoof growth had improved no end and within a year his feet were fantastic, it was almost like they had never had a problem. I couldn’t recommend NAF products enough!”
The NAF Nutritional Helpline is here for you and your customers with qualified nutritionists and veterinary support to help advise you on dietary and management advice. Contact us by email: info@naf-uk. com or Freephone: 0800 373106.
EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 27
ETN | HOOF, LEG AND JOINT CARE
A word of advice… Feed merchants can play a key role in helping prevent laminitis, says Dr Courtney Miller BS BVetMed MRCVS.
L
aminitis is essentially the separation of the hoof capsule from the soft tissues and bones that lie within it. In severe cases this breakdown in structure can progress to sinking or rotation of the pedal bone, negatively impacting prognosis. Broadly, the causes of laminitis can be categorised into three groups: • Systemic or whole-body insults that result from things like infection or carb overloading after gorging on feed • Obesity and endocrine disorders like Cushings or insulin resistance • Mechanical imbalances arising from say a leg taking extra weight while the opposite limb recovers from injury Some of the above forms of laminitis are easier to advise on as feed merchants and suppliers. But in all cases, one of the most important things that can be done to help is ensuring that feeds recommended are suitable for a horse’s workload and body condition. This will help prevent obesity, which can increase the risk of development of certain types of laminitis and negatively impact prognosis, especially in cases of pasture associated laminitis. Helping owners become familiar with body condition scoring so they understand the signs of obesity, and encouraging them to take scores and use weigh tapes regularly - especially after making feeding or exercise changes - can help them look after their horses well. After discussing workload and current body condition, to make the best product recommendations to support the prevention of laminitis, forage and grazing should be discussed. An indication of access to grass and weight of forage provided each day can help guide you towards complementary product needs. Horses and ponies should be receiving 1.5 to 2% of their bodyweight each day in forage dry weight. In equines prone to laminitis, preventing insulin spikes after eating can be beneficial. Limiting carbohydrate intake, and particularly non-structural carbohydrate (NSC) intake within hay can help achieve this. Consider asking your feed suppliers about forage testing. Specific to the three categories of laminitis causes above, if there is any concern about systemic illness, inflammation or carbohydrate overloading, a vet should be consulted. Recovery from these types of issues usually involves a slow re-introduction of low NSC forage in small and frequent meals, followed by the addition of a balancer or daily vitamin and mineral supplement to ensure nutrient requirements not met by forage alone are covered. Specific to the prevention of obesity, keeping horses and ponies at an ideal body condition score of 4-5 out of 9 or 2.5-3 out of 5 can help. Encouraging owners to score their horses at least once per month, teaching them where to place weigh tapes and using these resultant weights in conjunction with body condition scores can help detect the upward trends we often miss when we see our horses and ponies daily.
28 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
When horses or ponies are on box rest, keeping heads cool and diet fully balanced will help. Using complementary products that provide less than 1 gram of starch per kilogram of bodyweight per meal, and feeding within the manufacturer’s recommended guidelines, will achieve this. If the horse or pony is being fed a small amount of a product with a higher feeding rate, it’s possible they won’t be receiving enough of their vitamin and mineral requirements from the product. In those cases, changing to a product with a lower feeding rate may be a better option. There are many feeds suitable to recommend for horses or ponies prone to laminitis or to owners who are trying to prevent it in the first instance. Balancers such as Dodson & Horrell’s Ultimate Balancer, Daily Vitamins and Minerals supplement, and forage-based feeds that are targeted towards horses prone to laminitis, for example Dodson & Horrell’s Safe and Sound, are all good options. Working closely with the nutrition teams at your feed suppliers can help tackle questions and complex cases.
About the author: Dr Courtney Miller BS BVetMed MRCVS is head of nutrition at Dodson & Horrell. For more information visit www.dodsonandhorrell.com For nutritional advice call 01832 737340.
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EQUESTRIAN TRADE NEWS XXXX 2020 | 29
ETN | HOOF, LEG AND JOINT CARE
On the hoof
As sure as winter turns to Spring, new grass growth means laminitis looms and drying ground tests horses’ joints and hooves. DOUBLE ACTION
New from Cavalor this spring, LaminAid supplement and PodoSens hoof oil are available separately or as a combined pack. Cavalor recommends LaminAid for horses and ponies with sensitive hooves due to metabolic issues. The unique, balanced combination of essential oils, including eucalyptus globulus, allium sativum and betula alba, has a synergistic benefit. Cavalor Podosens, a complementary hoof oil, contains similar essential oils including betula alba and eucalyptus globulus. Betula alba may support the elasticity of the hoof and hoof growth. The oil should be applied twice a day to the hoof and/or the sole. RRPs are LaminAid £91 per one litre, PodoSens £38 per 500ml, and a combi box containing both products, £119. Cavalor is distributed in the UK by Zebra Products.
WEIGHTY MATTERS
Obese horses store fat in the digital cushion, according to recent research highlighted by Dengie. “While we don’t fully know what this means in terms of hoof health, it is clearly desirable to keep horses at a healthy weight so there isn’t a fundamental disruption to the composition of the hoof structure,” advise experts at Dengie. Healthy Hooves Molasses Free is a low-calorie way to provide everything horses need including essential nutrients for hoof health. It’s suitable for good doers, overweight individuals and those prone to laminitis. With just 2.5% sugar, starch levels are also low at 1.5%; the feed is free from cereals or grains. Containing various fibre sources, including alfalfa, Dengie Healthy Hooves Molasses Free is ideal for promoting gut health.
COMBINED BENEFITS SAFE SOURCE OF FIBRE
EquiGlo Quick Soak 10 Minute Beet is a fantastic source of fibre for all horses and ponies, particularly those prone to, or at risk from, laminitis. The convenient, safe feed is made from pure flakes of British-grown, non-GM unmolassed beet, which are low in sugar and starch, and help to maintain good stomach and digestive tract health. EquiGlo also supplies non-heating, steady energy for working equines, and takes only ten minutes to soak prior to feeding. The RRP is £9.95 for 18kg.
KIND TO HOOVES
Mollichaff HoofKind Complete is a high fibre feed that’s low in starch and sugar. With no cereals, it’s suitable for equines prone to laminitis. It includes oat straw, dried alfalfa, fibre pellets, soya oil with added vitamins and minerals, plus biotin. UK made Mollichaff HoofKind Complete can be used as the sole bucket feed when fed at recommended levels.
NO FOOT, NO HORSE
Dodson & Horrell Hoof Support pelleted supplement is suitable for equines with temporary or recurrent hoof problems. It can be fed while needed, or permanently. Hoof Support contains biotin, zinc and methionine for healthy, strong hoof formation and hoof wall integrity. Rapeseed oil provides essential fatty acids that help promote hoof quality; mint and basil are added too. 30 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
TopSpec Joint Feed Balancer can be fed on its own or with additional feed when extra condition is required. Formulated without cereal grains and providing low levels of sugar and starch, Joint Feed Balancer includes the scientifically recommended rate of glucosamine in a daily quantity of feed to support healthy joints - 10 grams of glucosamine/500kg horse/day. Rich in the building blocks for hyaluronic acid (HA) and chondroitin, high levels of manganese and vitamin C feature as they are important for cartilage synthesis. Joint Feed Balancer also contains methionine and other bioavailable sources of sulphur which help to maintain optimum function in tissues such as tendons, ligaments and muscles. Vitamins A, C and E are present to support healthy cell function around the joints, plus a hoof supplement providing the recommended 15mg biotin per 500kg horse per day.
FOR HOOF HORN QUALITY
Science Supplements 4Feet provides a concentrated source of the micronutrients, biotin and calcium, required for good hoof horn quality and growth. This dietary supplement uses a unique, highly bioavailable form of biotin. RRPs are from £39.99.
THE ONE AND ONLY
TurmerAid from The Golden Paste Company – believed to be the only pelleted turmeric supplement on the market – is formulated for maximum absorption and bio-availability. It contains a minimum 5.1% curcumin, yucca, black pepper, linseed and apple cider vinegar. TurmerAid supports healthy joints, can aid digestion and promotes a healthy skin and coat. The RRP for a 2kg tub is £19.99. WWW.EQUESTRIANTRADENEWS.COM
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JOINT APPROACH
Cavalor ArtiTec Joint Supplement is formulated to support high performance horses’ joints. This multi-ingredient nutraceutical has proven efficacy, says Cavalor, and is suitable for use in competition and racing. Cavalor Hoof Aid Special contains the vitamins and nutrients required to restore hoof quality in a reasonable time. It targets brittle and torn hooves, separated walls, stagnating hoof growth and poor hoof quality. Cavalor is distributed in the UK by Zebra Products.
FEED BEFORE TURNOUT
Feeding Speedi-Beet before turnout can help stabilise the ingestion of sugars in spring grass, says manufacturer British Horse Feeds. This versatile product can be fed in small amounts as a carrier for a supplement to overweight horses. A micronized (cooked) beet pulp feed providing an excellent source of digestible fibre, Speedi-Beet is suitable for equines prone to laminitis as part of a balanced diet. It can be soaked and ready to use in ten minutes, is starch free and unmolassed, making it up to 95% sugar free. Fibre-Beet contains all the benefits of Speedi-Beet with added alfalfa for optimum condition and quality protein for muscle tone and function. It’s also suitable for the laminitis prone as part of a balanced diet.
BEST IN TEST
PROFEET from NAF has topped a Horse&Rider magazine hoof care ‘Best in Test’ with Farrier Solution. Launched six months ago following five years’ research and development, Farrier Solution has also been evaluated by farriers on some of their toughest customers. Horse&Rider testers said: “Farrier Solution was easy to apply and the thick consistency spread on evenly with wastage and drips kept to a minimum. “Hooves quickly absorbed the gel and they looked moisturised long after application. Farrier Solution comes in a handy size to fit in a grooming kit, is great for everyday use and brilliant value for money [RRP £14.99 500ml].” The PROFEET product portfolio offers a unique approach to allround horn growth, strength and stability, all year round. Internal support is reinforced by powerful external support. Farrier Solution by PROFEET is packaged in a handy container with a natural brush included for convenience and cleanliness. Blended for deep penetration into the horn, it can help prevent premature cracking and drying, while protecting the hoof capsule from the outside. Farrier Solution helps defend the hoof from waterborne threats by supporting against contact with anaerobic bacteria. Importantly, it gives farriers hooves to work with.
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Trus over ted for 20 y ears
JOINT CARE COMFORT FOR JOINTS THE NATURAL WAY ALTERNATIVE TO BUTE (Phenylbutazone) VERY STRONG LIQUID SUPPLEMENT CAN BE GIVEN LONG TERM
RANGE INCLUDES: NoBute, NoBute Premium, Navilam ‘O’ & NoWheeze. Available at Trade Prices. Please note the FEI Rules regarding Devils Claw.
www.animal-health.co.uk Tel: 01787 476400 EQUESTRIAN TRADE NEWS XXXX 2020 | 31
ETN | WORMING NEWS
A natural winner
A
t BETA International 2020, Westgate Labs collected the Judges’ Choice Innovation Award for its compostable retail test kit pouches. “We like this move away from regular drugs,” said the judges. “As well as being innovative, it’s sustainable and supports equine welfare.” The Westgate Lab has long been passionate about protecting the environment. Founders David and Westgate Labs’ compostable worm count kits Gillian Booth, along won a BETA International 2020 Innovation with their daughter Award. Claire Shand, have created a 73-acre nature reserve on the Northumberland farm where their postal worm egg counting company is based. And before you say “ah well, wealthy farmers”, they took it on as a run-down council farm and have worked hard to reclaim much of the land from a big hole left by open cast mining. As well as being environmentally sound, Westgate Labs’
pouches become the return envelope when customers submit samples for testing. Even the label included for the return postage is compostable. “It ensures we can be responsible for the full circle of the product’s life,” explains Claire. Following their innovation award, the pouches containing worm count kits for horses and chickens, pinworm and sand tests quickly found their way into retailers’ stores and websites. “It was really exciting to see the first of our compostable packs returned through the post The biodegradable packing will be used for tree planting on the nature in April 2020,” recalls Claire. reserve at Westgate Labs’ base. “Since then, we’ve seen thousands returned which has kept our chief composter (David Booth) very busy in the bins, balancing the green and brown waste ratios to ensure they rot down well.” Consumers applaud the concept. Says horse owner Vicky Boakes: “I love that Westgate Labs are trying to reduce and reuse the packaging as much as possible. The turnaround was super quick; so convenient to get the results as a text too.” Fellow horse owner Kerys Jordan added: “Nice people to deal with, always very helpful and efficient service. The new biodegradable packaging is excellent.” The reward for the Westgate Labs team is to see their awardwinning product become integral to restoring plant and wildlife species to the countryside they love. “We hope that soon the composted material from the kit pouches can be used for new tree planting on the nature reserve,” said Claire. Compostable retail test kit pouches are available from Trilanco and directly from Westgate Labs.
The pouches degrade with the rest of the compost.
32 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
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WORMING NEWS | ETN
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EQUESTRIAN TRADE NEWS XXXX 2020 | 33
ETN | WORMING NEWS
Early bird catches the worms S
pring is the perfect time to encourage owners to plan a strategic worming programme for their horses over the grazing season. With many equestrian activities currently on hold due to coronavirus restrictions, owners are likely to have more time to engage on the topic of equine worming. It’s a great opportunity for Registered Animal Medicine Advisors (RAMAs/SQPs) to start these conversations and promote their services. Thinking about tapeworm is particularly important if the horse’s last tapeworm treatment was last autumn or before. Tapeworm are a risk factor for various types of colic in horses1 with Anoplocephala perfoliata the main tapeworm associated with health problems. Adult tapeworm tend to cluster around the narrow junction between the small and the large intestine (the ileocaecal junction). This prevents the passage of food through the Tapeworm clustered around the ileo-caecal intestines resulting junction of a horse’s intestines causing colic. in impaction of feed material and colic. While horses of all ages are at risk of tapeworm infection, a recent study found that younger horses required more tapeworm treatments, with 55% of horses aged 1-5 years old needing treatment2. The same work found that 41% of new arrivals required treatment, highlighting the importance of testing or treating horses newly arrived at a yard2. Antibodies to tapeworm increase in horses greater than 16 years of age3, suggesting there is also an increased susceptibility of older horses to tapeworm infection. Tapeworm infection isn’t picked up by routine faecal egg counts, only by specific blood or saliva tests. The exception is nursing foals, as saliva samples may be contaminated by maternal antibodies in the mare’s milk, so testing may be unreliable before weaning. Wormer products containing praziquantel and pyrantel must be administered to treat tapeworm. Pyrantel is more effective when given at twice the standard roundworm dose, although it is only licensed to treat one species of Anoplcephala. Praziquantel is licensed to treat all three species of tapeworm affecting horses. If treating foals, only appropriately licensed product should be used. From spring to autumn, faecal worm egg counts (FEC) should be performed every 2-3 months, to assess the roundworm burden. Horses with a FEC of >200 eggs per gram should be treated with ivermectin or pyrantel4. Rotating the drugs used for summer worming, every year or every other year, has been suggested to reduce resistance. FECs are not appropriate for assessing the treatment needs of young foals, who are particularly susceptible to infection with ascarids. Foals should be wormed in their first 2-3 months with fenbendazole, repeated 2, and possibly 4, months later4. FEC reliability depends entirely on sample quality. Droppings should be fresh and harvested from several areas. If swift delivery to a lab isn’t possible, samples can be stored in the fridge overnight to prevent any eggs from hatching. 34 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
Poo-picking is a critical part of pasture management
Parasite levels can be drastically reduced by improving pasture management. One acre of grazing should be allowed per horse, with paddocks poo-picked at least 2-3 times per week. Co-grazing horses with sheep or cattle can reduce worm burdens on infected pastures. Where sufficient land allows, rotating pastures and resting them annually prevents the worms from completing their lifecycle. Youngstock should be grazed separately from older horses, to prevent them from contaminating the older animals’ pastures. Providing owners with a worming calendar or reminder service can be helpful to ensure that scheduled testing or treatments aren’t forgotten. Such systems can also co-ordinate testing and, where necessary, treatment of all horses on the same premises. Collaboration through a yard worming plan improves effectiveness. With thanks to Virbac. References 1. Proudman, C.J. and Holstock, N.J. (2000) Investigation of an outbreak of tapeworm-associated colic in a training yard. Equine Vet J. 2. Lightbody, K.L., Matthews, J.B., Kemp-Symonds, J.G., Lambert, P.A. and Austin, C.J. (2018) Use of a saliva-based diagnostic test to identify tapeworm infection in horses in the UK. Equine Vet J. 3. Proudman, C.J., Holmes, M.A., Shearan, A.S., Edwards, S.E.R. and Trees, A.J. (1997) Immunoepidemiology of the equine tapeworm Anoplocephala perfoliata: age-intensity profile and agedependency of antibody subtype responses. Parasitology. 4. Rendle, D., Austin, C., Bowen, M., Cameron, I., Furtado, T., Hodgkinson, J., McGorum, B. and Matthews, J. Equine Deworming: A consensus on current best practice. UK Vet Equine 2019 3 Suppl 1 3-14. WWW.EQUESTRIANTRADENEWS.COM
LET US TAKE THE WORRY OUT OF WORMING
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WORKING TOGETHER FOR MORE EFFECTIVE WORMING
Proven and trusted to provide effective and sustainable worm control as part of the Virbac 3D Worming programme.
Find out more at 3DWorming.co.uk Equimax® contains ivermectin/praziquantel, legal category UK POM -VPS ; IE LM Eraquell® contains ivermectin, legal category UK POM -VPS ; IE LM Further information available from the SPCs, or from: Virbac Ltd, Unit 16 Woolpit Business Park, Windmill Avenue, Woolpit, Bury St. Edmunds, Suffolk IP30 9UP. Tel: +44 (0) 1359 243243. UK: enquiries@virbac.co.uk https://uk.virbac.com IE: enquiries@virbac.ie
www.virbac.ie
Use medicines responsibly. www.noah.co.uk/responsible www.apha.ie
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EQUESTRIAN TRADE NEWS XXXX 2020 | 35
ETN | CPD FEATURE ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/SQPs specialising in equine and companion animal medicine. AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk
Worming the new horse
By Dr Wendy Talbot, national equine veterinary manager at Zoetis
D
ispensing seasonal equine worm control advice for an established yard should be second nature to all qualified RAMAs but what about discussing the best course of action for the new horse on the yard? Acquiring a new horse is undoubtably a very exciting time. Making decisions about feed and bedding, buying rugs, tack and grooming kit are the fun parts of the process for your customer, but they must also make provision for their new horse’s health, including worming. This is where you, as a knowledgeable RAMA, can be of significant help.
ASSESSING THE RISKS
A new horse can bring any number of infections into its new yard, but you can help your customer reduce the potential risks, not only to their new horse but also to the other horses on the premises. 36 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
PREVENTING NEW, RESISTANT STRAINS OF WORMS
A new horse could bring high levels of different strains of worms onto the yard and these worms may be resistant to some of the worming treatments currently available. This means they may be tougher to get rid of and they could cause ongoing problems for the entire yard.
EXERCISING CAUTION
Unless your customer has a very clear and trustworthy worming history for their new horse, it is best to exercise caution. They should usually be advised to give horses of more than six months of age a dose of wormer on arrival that treats for encysted small redworm, roundworms, tapeworm and bots.1,2 Foals under six months old are particularly susceptible to WWW.EQUESTRIANTRADENEWS.COM
CPD FEATURE | ETN worm-related disease and the parasites can differ from those of adult horses. Foals require treatment for ascarids twice in the first 6 months of life (at 2-3 months of age and then again at 5-6 months of age) and careful, frequent monitoring and treatment for redworm from 6 months to 3 years old.3,4,5
TESTING AND TREATING
It is best practice for your customer to conduct a faecal worm egg count (FWEC) on arrival to assess any current worm burden before any treatment. An FWEC will give an indication of adult redworm and roundworm parasites by measuring the number of worm eggs in a dung sample, reported as eggs per gram (epg). FWECs will not, however, show the encysted larval stages of small redworm, migrating stages of large redworm, tapeworm, bots or pinworm, therefore new horses still require a worming treatment. Alternatively, a vet can carry out a specific blood test to determine the presence of encysted small redworm and a blood or saliva test can be carried out to test for tapeworm.6,7,8 Testing will help to build a picture of the worm burden carried by the new horse and how the new horse’s worming regime can be best integrated into the yard’s general worm control plan.
DOSING
Once tests have been conducted, dosing the new horse as promptly as possible after arrival will ensure that it does not have a large worm burden (it is not realistic to expect them to be completely worm free) and reduces the risk of bringing resistant worms onto the yard. It also means that the horse can be integrated quickly into the yard’s worm control programme - which should be a balanced approach of pasture management, faecal worm egg counts and strategic treatments for the right worm at the right time of year. It is recommended a new horse is treated with a larvicidal wormer such as moxidectin, before turnout with the existing horses on the yard9 A practical and cost-effective solution may be to use a single dose of moxidectin and praziquantel to treat for encysted larval stages of small redworm, migrating stages of large redworm, tapeworm, bots and pinworm. Remember that treating with a wormer that does not specifically target encysted small redworm (ESRW) can actually increase the risk of a horse with a high ESRW burden developing larval cyathostominosis, which is a potentially fatal disease.3
WEIGHING FOR ACCURACY
Remind your customer to weigh their new horse before worming it so that the dose given is as accurate as possible. It’s particularly easy to under-estimate the weight of our horses if we guess, which can result in under-dosing and increase the risk of worms developing resistance to the wormer used.1
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KEEPING OFF THE PASTURE
Horses may continue to pass eggs a couple of days after they have been wormed so it’s important to keep them off pasture for this period (~48hrs) to avoid contaminating the grazing. Even if the horse is going to be out on its own, it is still worth keeping him off the field as he will still shed worm eggs onto the pasture and may re-infect himself when the worm larvae have matured.
MAINTAINING PERFECT PADDOCKS
Now that the new horse has been integrated into the yard’s worm control programme, remind your customers not to forget good pasture management. Low stocking densities, daily ‘poo-picking’, cross-grazing with other stock such as sheep or cattle and the rotation and resting of pasture will reduce contamination and the exposure of the horses to infective larvae.5
CHECKING UP
Due to the challenges of a different routine, new horses often shed more worm eggs in their droppings than other horses on the yard. If the FWEC on arrival was high you may want to advise taking another, 2 weeks after treatment, to check that the wormer has worked as expected (‘a resistance test’). After that, regular FWECs every 8-12 weeks (depending on previous count and the wormer used) will be a useful guide as to how the new horse is coping with his new environment and the worm challenge. 3,9 Worm control is a foundation block of responsible horse management and making the right worming choices will help to keep the new horse healthy and performing at his best. References 1. Matthews JB (2008) Equine Vet Educ, p 552-560. 2. Hallowell- Evans C and Hallowell G (2017) Vet Times, April 24 3. Reinmeyer and Nielsen (2013) Handbook of Equine Parasite Control 2013. Wiley Black 4. Nielsen (2016) Evidence-based considerations for control of Parascaris spp. infections in horses. Equine vet. Educ. (2016) 28 (4) 224-231 5. Matthews J. Helminth control programmes for equine yearlings at pasture. Veterinary Times. 2017;47(8):22-22, 24. 6. Austin Davis Biologics Ltd. Small Redworm Blood Test Press Release. https://www.austindavis.co.uk/small-redworm-bloodtest. Accessed 11th October 2019 7. Proudman CJ (2003) Journal of Equine Veterinary Science 23 (1) 6-9 8. Austin Davis Biologics Ltd: Elisa Kits. https://www.austindavis. co.uk/elisa-kits. Accessed 8th April 2020 9. AAEP (2019) Parasite Control Guidelines
CPD quiz over the page EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 37
ETN | CPD FEATURE
RAMA CPD QUIZ SELECT YOUR ANSWERS AND TICK THE BOXES
RAMA CPD Questions March 2021 ETN
1. What is the issue with a different strain of worms on a yard? a. They may be hard to get rid of as they may be resistant to some wormers b. It’s not a problem because the other horses on the yard won’t be affected as they are resistant to the new worms c. All the horses on the yard will need to be wormed 2. If the new horse is less than six months of age does it need to be treated differently? a. Yes, foals and young horses can have different parasite burdens to adults and need to be treated differently b. No, all horses need the same treatment for encysted small redworm, roundworms, tapeworm and bots c. It depends on the breed of horse 3. Do all new horses need to have faecal worm egg counts conducted? a. No, only those who look ‘poor’ b. Ideally, yes as it will help to give a picture of the new horse’s worm burden c. It depends on the time of year 4. Which single dose will treat for encysted larval stages of small redworm, migrating stages of large redworm, tapeworm, bots and pinworm? Pyrantel c. Moxidectin and praziquantel a. Ivermectin b. 5. Is underdosing the new horse a problem? a. Yes, underdosing for the weight of the horse could contribute to resistance b. No, a rough guess of the horse’s weight to calculate the dose should be fine c. It depends on which wormer is being used 6. For how long should the new horse be kept off pasture after a worm treatment? a. A minimum of two days b. A maximum of two days c. It depends on whether any worm eggs are seen in the horse’s dung 7. Can the horse re-infect himself if he is turned out on his own? a. No, the horse is immune to being infected by the worm eggs he has shed himself b. Yes, a horse can easily re-infect himself c. Maybe – it depends on the age of the horse 8. Which of the following are good pasture management tactics? a. Regular poo picking b. Low numbers of horses on the pasture c. Cross grazing with sheep or cattle d. Sharing fields with donkeys e. Rotating and resting pasture f. Using one big field all year round 9. How soon after treatment with a wormer should a new horse with a high worm count be given a resistance test? 2 weeks c. 1 week a. 3 weeks b. 10. How regularly should FWECs be conducted? a. Every 4 - 6 weeks b. Every 6 – 8 weeks c.
MARCH 2021
Every 8 – 12 weeks
2 CPD POINTS
Full name
Obituaries OBITUARY: ROY GORE
Roy Gore, the founder of wholesalers Challenger Distribution and Overland Marketing, died on 23 December. He was 82 and had suffered a severe stroke. Roy was a stalwart supporter of BETA. He served on the association’s trade fair committee and Council for many years and was on the Board of BETA’s commercial arm, EMC Ltd. After Kingswood Grammar School, Bristol, Roy went to agricultural college in Gloucester. Conscription into the RAF as a medic turned out to be an enjoyable period for Roy who had many tales about it. After the RAF, Roy joined the Boots company in Wolverhampton. Thanks to his agricultural background, he was put in charge of the animal health section of a retail shop. While living in digs, Roy became friends with Howell Parry. And on a visit to Howell’s home in Anglesey, Roy met his sister, Alwenna. Roy and Alwenna were married in 1963. The newlyweds lived first in Shropshire where their son and daughter, Andrew and Karen, were born. Meanwhile Roy’s career saw him take a sales position with pharmaceutical company Merck Sharp and Dohme. Promotion to area sales manager meant the family moved to Royston in Hertfordshire. Before long, Roy was running an animal health wholesale company, Westgate Ltd, and had joined Royston Round Table, becoming chairman for a year. Around this time, Roy and Alwenna parted. Roy had met Val, who was to be his second wife, while working for Westgate. When Westgate relocated to Kent, they decided to stay in Royston and start their own wholesale business called Challenger Distribution. They later founded Overland Marketing. Roy and Val were married in 1992. A proud moment for Roy was when he was given the Freedom of the City of London in 1999. He also held several offices for BETA, always working tirelessly in the trade’s interest. “Roy was a true gentleman and a huge supporter of BETA and its work,” said Claire Williams, executive director. Outside work, Roy was passionate about dogs, and enjoyed showing his beloved retrievers, Thomas and Bella. Family was of great importance too. Roy was delighted when Elsie, his first great-granddaughter, was born. For someone with such a strong work ethic, retirement did not come naturally to Roy. His vegetable garden became the focus of his considerable energies as he kept the family well-fed. Val says: “Roy lived a very happy and fulfilled life and particularly loved the Boxing Day bash when all the family would get together for food and laughs. He was very much a family man and was very proud of Karen and Andrew and what they achieved in life.”
Company name/ address Email Telephone number AMTRA number Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, East Wing, Stockeld Park, Wetherby, West Yorks, LS22 4AW. FIND IT ONLINE: ETN’s CPD features are also available at www.equestriantradenews.com If you submit answers to the quiz on-line, please do not submit them by filling out the printed form as well - and vice versa.
38 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
OBITUARY: HANS SCHAUPP
Hans-Jurg Christoph (known as Hans) Schaupp, a dressage trainer who developed the first gel saddle pads and founded Equinomic Products, died on 16 November. He was 79. Born in Basel, Switzerland, Hans served a chocolatier apprenticeship in the family bakery. While in the Swiss Cavalry, he met his future wife, Brenda, who worked at the stables where he kept his horse. WWW.EQUESTRIANTRADENEWS.COM
PEOPLE | ETN The couple married in 1963, sold the bakery business and moved to England. Hans took a job with racing trainer Walter Nightingale at Epsom Downs. Hans and Brenda then bought Saddlecombe Stables in Headley near Epsom, running it as a livery and riding school business. In 1971, when the proposed M25 threatened to pass within 500 yards of the stables, they found a tenant and the Schaupp family left for a new life in America. By now a sought-after horseman, Hans held positions with the famous foxhunter Benjamin Hardaway III and other wealthy businessmen. He trained Palmolive heiress Trudi Peet in dressage too. After three years, an offer for Saddlecombe Stables saw Hans heading back to the UK - only discover that he’d been embezzled. Undaunted, he met up again with his ‘three musketeers’ - Charles Harris, Dennis Colton and Geoff Dorset – and began giving riding lessons across the south of England. In 1977, Hans set up Equinomic Products. Taking a stand at Equitana, Hans and Brenda drew a crowd as they demonstrated their first product, Quartermarkers, on a large piece of blue carpet. A Handy-scraper and a waterproof/breathable rug using a new material called Gore-Tex followed. The early 80s saw Hans supplying toys to supermarkets. One was a Glue-ball which involved a gel type substance taking on monster shapes. Hans discovered that the constituents of the Glue-ball were not patented, apart from the rubber part made by Shell. He also realised that by adding oil and ‘cooking’ the gel, he could create a thermoplastic visco-elastomer that held its shape, even when punctured. Thinking this new material was perfect for shock-absorbing saddle pads, Hans took it to the Spoga trade fair in Germany. Mike Williams, sales director of E. Jeffries, spotted the potential – and Equigel Saddlepads were born. Hans’s gel products went on to be widely used for medical models, enabling surgeons to practise their techniques. In 1992, Hans bought Passfield House Farm, near Liphook in Hampshire, converting the outbuildings into workplaces. In later years, he enjoyed riding an ex-racehorse called Tomal, played golf, skied and flew a four-seater aircraft. When prostate cancer was diagnosed on his 71st birthday, Hans tried many trailblazing treatments. But mainly he was determined to carry on loving his life.
OBITUARY: ROBIN FOSTER-CLARKE
Animal bedding pioneer Robin FosterClarke, a partner in Bed-Down, died suddenly on 11 November, 2020. He was 79. He started an agricultural contract business in 1957, buying Cherry Tree Farm in Norfolk six years later. The business developed into livestock rearing and hay and straw supplies. In 1965, Robin produced a compressed, plastic packaged pine wood shavings bale. He experimented with chopping and baling wheat straw too, trialling the beddings on his own horses before launching them. Robin also developed a dust extraction process for bedding, mixed shavings with chopped straw, added essential oils and fragrances, and researched the use of rape straw. In 1993, his son James joined the business. And in 2016, BedDown built a state-of-the-art factory. Robin was an entrepreneur who embraced change and looked for opportunities. He loved life, enjoyed laughter, and brought a smile to the face of everyone he encountered.
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CAREER INSPIRATION
Askham Bryan College (FE) Dates of University Centre open dates: Askham Bryan Open Events... 2 March 2021 19 June 2021 20 March 2021 2 July 2021 Learn more at: askham-bryan.ac.uk
People LOUISE KITTLE
Louise Kittle has returned to publisher D J Murphy after maternity leave to become editor-in-chief of PONY magazine while continuing as content editor of Horse&Rider. Former PONY editor Jo Browne has taken a communications job with the VetPartners group of 142 veterinary practices.
MEL NEWMAN
Mel Newman is the new head of marketing at Finest Brands International (FBI), home of Toggi and Champion. “I’m proud to be working with these two innovative brands full of heritage and prestige,” said Mel who was previously advertising and PR manager for NAF
LUCY SCOTT
Lucy Scott has joined Dodson & Horrell as equine marketing manager from Bauer Equine, where for a decade she was commercial manager for Your Horse magazine and the Your Horse Live show. “Having worked alongside Dodson & Horrell for many years in my previous role, I know what a hugely passionate, hardworking and fun team they are, and I am thrilled to be part of it,” said Lucy.
EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021 | 39
ETN | BETA BUSINESS AWARDS
Celebrating industry heroes
This year’s BETA Business Awards will be presented in an online ceremony on 11 March.
T
he finalists of the 2021 BETA Business Awards – which recognise the outstanding achievements of individuals and companies in the equestrian industry - have been announced. “After an incredibly challenging year for us all, I am thrilled that the awards have been so positively received,” said BETA executive director Claire Williams. “We have had a huge number of nominations across the board, which really shows that, in times like these, members of our industry are keen to rally and support one another. “Of course, we have had to make slight changes to the awards’ format. The presentation of winners will now take place online but, otherwise, it is all systems go as we celebrate those industry heroes who really have gone above and beyond over the past 12 months. “We would like to congratulate all our finalists, who have done incredibly well to get this far, and wish them the very best of luck.”
THE FINALISTS ARE:
SEIB Retailer of the Year An award for tack shops and feed merchants that is divided into two categories: Equestrian Retail Store and Online/Mail Order Retailer. Equestrian Retail Store • RB Equestrian – Milton Keynes, Buckinghamshire • The Millwheel Tack Shop and GG Feeds - Warfield, Berkshire • The Tack Shop Milnathort - Kinross • First Choice Horse Supplies – Larkhall, South Lanarkshire • Redpost Equestrian – Totnes, Devon • Barnyard Pet & Equestrian Supplies – Northwich, Cheshire Online/Mail Order Retailer • GS Equestrian – Paignton, Devon • Redpost Equestrian – Totnes, Devon • Urban Horse – Alston, Cumbria • RB Equestrian – Milton Keynes, Buckinghamshire • Online for Equine/Highfield Equestrian – Shirleywich, Staffordshire • Equus England – Stevenage, Hertfordshire STUBBS ENGLAND Nutritional Helpline of the Year Presented to a company considered to offer excellence in nutritional advice and service to customers. • Science Supplements – Hartwell, Northamptonshire • TopSpec Equine – Thirsk, North Yorkshire • Baileys Horse Feeds – Braintree, Essex • Spillers – Milton Keynes, Buckinghamshire • Dengie Horse Feeds – Maldon, Essex • Simple System Horse Feeds – Bury St Edmunds, Suffolk 40 | EQUESTRIAN TRADE NEWS FEBRUARY/MARCH 2021
DATES FOR YOUR DIARY DATES FOR YOUR DIARY BETA Equestrian Export Award An award open to companies of all sizes that have shown substantial and sustained increases in export activity over a three-year period. • Equine Products UK – Newcastle-upon-Tyne • Science Supplements – Hartwell, Northamptonshire
DATES FOR YOUR DIARY DATES FOR YOUR DIARY
Weatherbeeta Group Retail Employee of the Year Celebrating employees showing excellent customer service, great product knowledge and a passion for professional retailing. • Anna Harding – Aivly Country Store, Ringwood, Hampshire • Jasmin Khan – Cork Farm Equestrian, Ashford, Kent • Lucy Chandler – TFM Countrystore, Whisby, Lincolnshire • Georgia Copley – R&R Country, Melton Mowbray, Leicestershire
DATES FOR YOUR DIARY DATES FOR YOUR DIARY
TSM Marketing Effectiveness Award An award that marks effective communications and the increased value a company’s marketing campaign has brought to its brands. • The Saddle Bank – Peterborough, Cambridgeshire • Science Supplements – Hartwell, Northamptonshire • Horslyx/Caltech – Wigton, Cumbria
DATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIARY
Citation Supplier of the Year Awarded to the manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailer requirements. • Weatherbeeta – Banbury, Oxfordshire • Battles – Lincoln • Bliss of London – Walsall, Staffordshire • Perry Equestrian – Cradley Heath, Staffordshire
DATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIARY
The BETA Business Awards were launched in 2004 and have grown to become prestigious industry accolades and a landmark in the equestrian calendar. Categories are designed to reflect the changing face of this vibrant sector. This year, however, the coronavirus pandemic has resulted in the Equine Careers Sales Representative of the Year and Equestrian Event of the Year supported by Henson Franklyn categories being held over until 2022. The winners of the 2021 BETA Business Awards will be announced in an online ceremony at 4pm on Thursday 11 March. Further details are available from the BETA office, telephone 01937 587062 or email agy@beta-uk.org.
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ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ER B M ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR TE P ATES FOR YOUR DIARY DATES FOR SE YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR ATES FOR YOUR DIARY DATES FOR YOUR DIARY DATES FOR YOUR DIAR FOR • YOUR DIARY DATES FOR YOUR ATES9 FOR DIARY DATES - 11YOUR September 2021 NAEC Stoneleigh, UKDIAR
9
1 1 9 r e b m e t p Se 1 2 0 2
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Main Sponsor EQUESTRIAN TRADE NEWS OCTOBER 2020 | 41
ETN | CCJs
CCJs Plenty O Tack Ltd Baughton Stud Pershore Road Earls Croome Worcester WR8 9DH £1,472
Julie Pass t/as Torr Top Equine and Pet Supplies 75 Bridge Street New Mills SK22 4DN £1,353
Hever Stud Farm Ltd 33A High Street Chislehurst Kent BR7 5AE £4,369
BAER Equine Ltd 3 Oakleigh Lower Heath Prees Whitchurch SY13 2BE £492
Sherdia Adams t/as Chapel Wood Stables Ash Road Longfield Kent DA3 8HA £1,823
County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.
The judgments listed are those recorded by the Registry Trust 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.
Karen Chapman t/as CDS Sport Horses Manor Farm 7 Thorpe Road Lockington East Yorkshire YO25 9SW £1,257
L S Equestrian Livery Services Ltd Batts Farm Cottage Blanks Lane Newdigate Surrey RH5 5ED £21,763
John Hillas Horseboxes Limited Unit 3A Ream Hills Farm Mythop Road Weeton PR4 3NJ £338
M A E Equestrian Limited 24 Highcroft Industrial Estate Enterprise Road Waterlooville Hampshire PO8 0BT £519
John Hillas Horseboxes Limited Unit 3A Ream Hills Farm Mythop Road Weeton PR4 3NJ £2,911
Addington Equestrian 2019 Ltd Baghill House Thame Road Haddenham HP17 8DB £2,536
GDR Horseboxes Ltd Unit 16 Marrtree Business Park Allington Way Darlington DL1 4QB £1,101
Aeron Farm Feeds Aeron Farm Sychpant Talsarn Lampeter SA48 8QD £47,050
Farm Feed Systems Limited Forest Vale Industrial Estate Cinderford Gloucestershire GL14 2PH £9,940
Classified
Oldefields Equestrian Centre Ltd Oldefields Equestrian Centre Chalfont Road Seer Green Beaconsfield HP9 2QP £386
Feed Urmston Ltd 70 Flixton Road Urmston Manchester England M41 5AB £355
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