Equestrian Trade News
September 2014 Volume 38, No 9 Monthly
T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y
Worming: a new era • Latest developments in testing • Beating resistance • Earn CPD points with our AMTRA accredited SQP feature
What’s on the menu?
• How to boost feed sales • ‘Low starch’ explained • New for this season
Plus 2015
NEC, Birmingham, UK 22-24 February www.beta-int.com
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Better business advice New products CCJ listing
... the magazine for the industry, about the industry, by the industry
Comment IF you want to observe your customers in their natural environment, forget the over-crowded, over-priced ‘big’ shows and events and head for a grass roots fixture. I had the most wonderful day out at the British Riding Clubs Animalife National Horse Trials Championships last month (see News). It was free to get in, easy to see all the action - and I’ve rarely encountered so many happy horsey people. With 500 competitors taking part, with at least one helper each – and in many cases the entire family – the place was heaving with equestrian enthusiasts. These people are serious enough about their horses to have the interest and resources to spend on new products. Yet they also see their equestrian pursuits as a luxury, so don’t need to weight up strict financial returns as a professional rider might. Well done Animalife for spotting the sponsorship opportunity, resisting the temptation to sell anything on the day – and for steering these model consumers towards their local bricks and mortar retailers. WAITING to pay for fuel the other day, as I gazed at a nearly empty dispenser of colourful rubber bands, I had one of those ‘why didn’t I think of that’ moments. Who would have thought that a colourful version of the humble plaiting band would become this summer’s must-have fashion accessory? They’re everywhere; woven into home-made jewellery and even a complete dress which reportedly sold for £1,500. Talking of inventiveness, ETN is so excited to be sponsoring the innovation awards at BETA International 2015. Don’t forget to check out the entry criteria at www.beta-int.com RIDING with a friend recently, I asked if she had a pocket in which she could carry my car keys. It was warm, so we wore no jackets or waistcoats. My jods had nothing more than a tiny sewn-in pouch. My companion’s breeches had a sensibly sized inner pocket closed with robust zip. How useful. What was the brand? Rhinegold. On a similar note, do have a look at Ekkia’s Safari breeches (see Product News). BE WARNED. BETA – in this case the confusingly named dog food company - has launched a range of breed specific products. We’re already seeing equine ‘lifestage’ lines appearing, so with the arrival of dog food for spaniels, shepherds and setters, terriers and retrievers, how long before we see cubes and coarse mixes for natives, warmbloods, thoroughbreds and arabs?
Liz Benwell
CONTENTS
SEPTEMBER 2014
NEWS.........................................................................4 PRODUCT NEWS .....................................................10 SPONSORS & SHOWS Show trader Guy Roper reports from Gatcombe.........14 BETTER BUSINESS COVER STORY How to promote your e-commerce website.........16 RETAILER PROFILE Meet Acorn Saddlery..............................................18 FEED FEATURE COVER STORY What is ‘low starch’ ................................................20 Boosting seasonal sales ........................................22 Fat horses still need feeding.................................24 Gallery of products and news................................27 BETA MEMBERS’ PAGE .........................................31 CLIPPERS & RUGS Clip ‘n’ wrap ............................................................32 MY HORSE WORLD Saddle pads considered.........................................37 CAREERS & TRAINING Why contacts are everything .................................38 SQP CPD FEATURE COVER STORY Accredited by AMTRA.............................................40 WORMING FOCUS Wise up on worming...............................................43 New developments in testing ................................45 PEOPLE ...................................................................47 IN CONVERSATION WITH... An innovative shirt-maker.....................................48 COUNTY COURT JUDGMENTS................................50
FRONT COVER: The flowing lines and vibrant colours of British made products from Harold Moore prove that plastic can be beautiful as well as tough.
BUSINESS BULLETIN ● THE WAY complaints about advertisements are investigated has been refreshed. The Advertising Standards Authority (ASA) says the changes ensure complaints are processed by transparent, proportionate, targeted, evidence-based, consistent and accountable means. A self regulatory body, the ASA adjudicates under the Committee of Advertising Practice (CAP) code. Under the code, ‘advertisements’ also covers sales promotions and direct marketing, online and in print. Among the revisions announced last week are new policies on restricting repetitive complainants, confidentiality and deadlines. They cover complaints made by members of the public and competitor companies. See the revisions in full here http://www.asa.org.uk/Consumers/ ● UK BANKS’ treatment of small businesses is being investigated by the Competition and Markets Authority (CMA) (formerly the Competition Commission). The move follows a survey which found that only 4% of small and medium sized enterprises change banks annually, while just 13% trust their bank to act in their best interests. Only a quarter felt supported by their bank. Barclays, HSBC, Lloyds and RBS provide more than 85% of business current accounts and 90% of business loans, says the CMA. ● PAYPAL Working Capital, launched in July, provides interest-free loans to small existing retail clients. Debts are secured against future sales made through the payment firm.
New collections hit the road MATCHMAKERS International launched its 2015 spring/summer collections to the trade via a series of roadshows last month. Retailers saw new ranges from the Caldene, Harry Hall, Masta and Cottage Craft brands over five days at four different venues from Devon to Yorkshire. “Our emphasis [is] very clearly focussed on supporting our customers and working with them to provide products and ranges that consumers want,” said commercial director Liz Hopper. Retailers heard how Caldene has been divided into Caldene Country and Caldene Competition. A new Harry Hall logo was revealed. Cottage Craft best sellers and everyday essentials were highlighted; while new Masta Wickmasta and FlyMasta rugs were shown. “It’s been a fantastic day, a great set-up, great presentations and everything looks very exciting for the future,” said Sara Blackshaw of the Countrywide retail group. Jon and Sharon Simpson of The Tack Shack at South Elmsall near Doncaster added: “There is a real buzz about the team and the business which is very exciting for the industry.” Lynn Sharpe of Bridleway in Goole said: “To hear the [Matchmakers] team are listening to and working with us, the retailers, is great.”
Feed maker buys country stores
SCOTTISH animal feed manufacturer Harbro expanded its retail operation with the acquisition of R H Miller Agriculture last month. The moves means Harbro has three new stores in Dalkeith (Fordel), Peebles and Hawick in addition to existing outlets in the Borders at Duns and Earlston. It has a total of 18 country stores across Scotland. “This will further complement our feed business in the Borders, allowing us to offer animal health advice and products, clothing and equipment to our growing customer base.” said Graham Baxter, Harbro’s managing director.
ADVERT INDEX
Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales@equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111
4 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
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). 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. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526
Agrihealth ...........................................................................34 Allen & Page........................................................................25 Animalife ..................................................................3, 7 & 42 Back On Track ........................................................................6 Bailey’s Horse Feeds.............................................................26 Battles.................................................................................17 BETA International ...............................................................50 Bliss Bedding.......................................................................11 British Horse Feed ................................................................23 Citrus Lime ..........................................................................46 Classified.............................................................................49 Dodson & Horrell Limited .....................................................27 Ekkia...............................................................................5 & 9 Equisal ................................................................................44 Faulks & Cox Ltd ..................................................................12 HorseHage ..........................................................................21 Jenkinsons Equestrian ......................................13, 15, 30 & 35 Life Data Labs Inc.................................................................28 Lister Shearing Equipment Ltd ..............................................34 Matchmakers International ...................................................33 Outdoor Trade Show ............................................................19 Pelgar..................................................................................29 Saracen Horse Feeds..........................................................OBC Sherwood Forest .................................................................IFC Snowhill Trade Saddlery ......................................................IBC South Essex Insurance Brokers................................................5 Web Directory......................................................................50 Westgate Labs .....................................................................44 Zoetis ..................................................................................45
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Supplier “terminates” non-compliant retailers A NUMBER of retailers have had their supplies of Animalife product “terminated” for breaking the supplement company’s terms and conditions of sale. The firm behind Vetrofen and Vetroflex launched its Accredited Retailer scheme in January. More than 200 stockists have since signed up. Under the scheme designed to support bricks and mortar retailers, Animalife no longer allows products Animalife Accredited Retailers are entitled to display a special logo in to be sold online. their shop windows. Last month, Animalife director Ross Riley told ETN that up to ten stockists had had their accreditation terminated. “Animalife products should be sold in accordance with specified criteria to maintain their standing as premium products and to ensure that our customers receive quality service, advice and support,” he said “We are determined that our Accredited Retailer scheme will be actively policed and monitored.” The offending retailers had been caught listing and selling Animalife products on their websites as well as via third party sites such as eBay and Amazon, Ross added. Trilanco and Battles are the only accredited distributors of Animalife products in the UK. Animalife devised its Accredited Retailer scheme “to drive regular footfall back into shops, support bricks and mortar retailers and encourage personal interaction with consumers along with providing support to customers both pre and post sale,” said Ross. “It’s something that’s needed when selling premium supplements.”
New show for Stoneleigh
A NEW horse show comes to Stoneleigh Park next year. The British Showjumping National Championships will take place alongside showing competitions. A date has yet to be announced. According to organisers, the two discipline fixture will “expand the reach of the show and exposure for sponsors and exhibitors.” The championships will be run by Grandstand Event Management, sister company to HOYS organiser Grandstand Media and Grandstand – Stoneleigh Events which manages the Warwickshire showground. Grandstand Event Management won the contract from British Showjumping (BS) to organise the British Showjumping National Championships until 2019.
“Second hand saddles need fitting too” TRAINED professionals who are familiar with a brand of saddle is the key to correct saddle fit, according to a leading equine orthopaedic expert. It’s also critical that second hand saddles are fitted to the horse and rider, said Sue Dyson, of the Animal Health Trust (AHT). “On a daily basis I see horses with back pain where an ill-fitting saddle has been a contributory factor,” she added. Dr Dyson’s remarks followed the launch of an initiative by Childéric Saddles to encourage riders to get second hand saddles checked. The company is offering a saddle check (on its saddles) and advice for £75, £35 of which will be donated to the AHT. The AHT, a charity, is involved with on-going research into saddles and their effects on horses and riders. “Donations to support this vital work are always welcome,” said Dr Dyson. Speaking for the French saddle brand, Tricia Bracegirdle (pictured) said: “As the second hand market place continues to grow, we need to ensure that these saddles fit the horses in order to avoid discomfort and muscle and nerve damage.”
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EQUESTRIAN TRADE NEWS SEPTEMBER 2014 5
Burghley ‘dope’ traced to supplement
FACT-FILLED TRAINING DAY: More than 20 Dengie stockists attended a retailer training day at Liphook Equine Hospital, in Hampshire. They took in presentations on equine gastric ulcers and colic by practice partner Professor Andy Durham, and the importance of fibre feed by Dengie technical and product development manager Katie Williams. Retailers also watched a gastroscopy, inspected a dissected stomach and were given a guided tour of the hospital. “Passing on sound scientific evidence and information to our stockists is a great way of ensuring that our feeds are sold by knowledgeable staff who, in turn, can educate their customers on the benefits of feeding fibre,” said Dengie’s marketing manager Lisa Wilson Attending the day were Dengie area sales managers and staff from eight retailers: Farm & Country Supplies, Alton, Hampshire; Botley Mills, Botley, near Southampton; Dene Country Stores, Liphook, Hampshire; Paddock Pantry, Sturminster Newton, Dorset; HG Hayter & Sons, Wimborne, Dorset; Bodle Bros, Burgess Hill, West Sussex; Ifield Park, Crawley, West Sussex; and SPR Centre, Eastergate, near Chichester, West Sussex. “What an education we have had,” said Diane Winter from Botley Mills. “We always knew [Dengie’s] feeds were good – and now we feel even more confident recommending them to our customers.” Krissie Watts, of Farm & Country Supplies, said: “A day like this really helps us to pass on the message that fibre feed is the right way to go.”
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THE banned substance that disqualified 2013 Burghley winner Jock Padget has been traced to a contaminated supplement. Paget and fellow rider Kevin McNab, whose horse also failed a dope test, were deemed to have had “no fault or negligence” by an FEI tribunal last month. However, Padget still forfeited his Burghley victory after his ride Clifton Promise, as well as Clifton Pinot ridden by NcNab, tested positive to reserpine, a tranquilizer. According to the FEI’s final report, analysts called in by the riders’ lawyers traced the source of the reserpine to a supplement called LesstressE that both horses had received. LesstressE is made by Trinity Consultants. The full FEI report is available at http://www.fei.org/fei/yourrole/athletes/fei-tribunal/ ead-decisions
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BETA highlights its work to eventing fans THE BETA team weathered sunshine and showers at Gatcombe Park, Gloucestershire last month to continue the trade association’s reign as presenting sponsor of The Festival of British Eventing. Over three days, BETA provided free safety checks on riders’ hats and body protectors, signed up new members to its Equestrian Consumer Research Panel – created to gather consumer feedback for the industry – and promoted its work and its members to visitors. A prize draw offering £1,500 worth of equestrian equipment was a star attraction on the striking red, Very happy with white and blue BETA stand. All prizes were donated her rosette by members – as were items included in the BETA goody bags given out during the event. BETA’s mechanical horses, RoboCob and Trigger, helped to raise £280.50 for The Brooke equine charity. One of the horses was fitted with a side-saddle and run with the help of the Side Saddle Association. BETA hosted its usual tradestand holders’ breakfast, before the BETA Best Stand Awards were presented by Peter Phillips, honorary chairman of the festival. Fine art company Collier & Dobson won the Best Large Stand Award, with landscaping business Gardens by Keltie & Clark taking the runner-up prize. Handcrafted gifts and accessories maker Pink Hannah claimed the Best Small Stand Award and scarf specialist Susie P Accessories was runner-up. “As presenting sponsor, we are able to highlight our work and engage with a really clued-up audience of committed equestrian sports enthusiasts,” said BETA executive director Claire Williams. “Gatcombe gives us the perfect opportunity to let consumers know what BETA can do for them and to hear any concerns about horse ownership they may have.” (Photo: Bob Hook). ● Next year, British Eventing launches a new championship for amateur grassroots riders competing at novice level. To be held during the Festival of British Eventing at Gatcombe Park in August, it’s expected to deliver a fresh set of competitors and spectators to the event. ● See Guy Roper’s diary on page 15. GALLOPING INTO LONDON: Breyer model horses, including a likeness of the famous racehorse Frankel, are on sale in Harrods’ revamped toy department. “Harrods is always a target account for us, so I’m pleased we could reach an agreement to offer Breyer to its global customer base,” said David Allan of distributor DKL Marketing.
Award recognises outdoor innovation
2015
NEC, Birmingham, UK 22-24 February www.beta-int.com
BETA International’s Innovation Awards have a new category for 2015 – Technical Outdoor Clothing & Footwear. The move reflects a growing number of outdoor companies exhibiting at the three-day trade fair at the NEC, Birmingham each February. “Diversification continues to be a driving force for both exhibitors and visitors, and we are extremely pleased to welcome trade members from a range of related industries,” said BETA International organiser Claire Thomas. The Innovation Awards, sponsored by the show’s media partner Equestrian Trade News (ETN), now consist of ten categories: Country Fashion & Footwear, Feed & Supplements, General (formerly Other), Horsecare Equipment & [Horse] Clothing, Pet Products, Rider Clothing, Rider Footwear & Chaps, Saddlery & Tack, Safety & Security and Technical Outdoor Clothing & Footwear. Exhibiting companies’ products that have been introduced to the market no more than 12 months before the show can be entered for the awards. Judging is by an independent panel of experts in their own fields. Main Sponsor
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“We like active sponsors” ANIMALIFE’S bright orange branding and enthusiasm for equestrian education were highlighted by a new title sponsorship of the British Riding Clubs (BRC) Horse Trials Championships (1 – 3 August). The three- day eventing extravaganza attracted more than 500 competitors from across the UK to the gloriously undulating grounds of Swalcliffe Park near Banbury, Oxfordshire. Interestingly, the competition retains the roads-and-tracks and steeplechase phases now dropped by other eventing bodies. “Animalife are amazing people. I really like their enthusiasm and the way in which they are already looking at additional involvement for next year,” said Peter Buist, chairman of British Riding Clubs. “It’s a pleasure to work with such an active sponsor.” Animalife’s 2014 sponsorship, the first of a three-year deal, is part of the company’s determination not only to promote its premium supplements, but to contribute to the equestrian community. “It’s a great opportunity to meet and support competitors at all levels from all regions of the UK,” said director Ross Riley, adding that some Team Animalife sponsored riders were among those taking part. “We are also mindful that initiatives such as this help drive footfall towards our bricks and mortar based Accredited Retailers too.” Animalife is the creator of Vetrofen and Vetroflex supplement brands. But do busy competitors really notice who is sponsoring ‘their’ event when they’re caught up in the excitement of competing? ETN asked a few of them... “It’s my first time competing here; the event is really well run,” said Kara Milne who had travelled from Aberdeen to represent Findon Riding Club. “I’ve often used Vetrofen on a few horses, and now I might try some of the other products too. I didn’t realise Animalife did other supplements.” Riding for Brimham Riding Club in Yorkshire, Carly Mason thought the championships offered “really good facilities” and that “it’s great
that a well known name like Animalife is supporting because all these events couldn’t run otherwise.” Niece and aunt Mercedes Pemberton-Finch and Cheryl Beer, who were both competing for Sid & Otter RC in South Devon, pronounced the Animalife BRC Horse Trials Championships “a really lovely event.” Had they noticed the new sponsor? “Yes,” said Mercedes, “we saw lots of orange everywhere, found out what it was and now we’re going to look into using Animalife supplements.”
Animalife director Ross Riley presents to a winning team. “Initiatives such as this help drive footfall towards our bricks and mortar based Accredited Retailers,” he said.
Retailer scolded over medicines supply A DEVON retailer has been scolded for selling veterinary medicines without the presence of a suitably qualified person (SQP). Cornwall Farmers’ Country Store in Bideford, Devon was issued with an improvement notice by the Veterinary Medicines Directorate (VMD). VMD is the government agency that monitors the responsible, safe and effective use of veterinary medicinal products. “The improvement notice was issued during a routine inspection of an agricultural merchant,” said Anna Burrows of the VMD enforcement team. “It was found that sales of veterinary medicines had taken place without the required input of an SQP. The improvement required was to stop the supply of veterinary medicines from the premises when a SQP is not present. The improvement notice has been complied with.” The type of veterinary medicines concerned has not been revealed.
Equine crime costing over £1.9m THE cost of equine related thefts rose by 45% to total more than £1.9m worth during 2013 compared with the previous year. The number of thefts also increased by 16%, with stolen trailers and horseboxes accounting for 69%, and tack and equipment for 19% of claims to NFU Mutual, the insurer reveals in its latest Rural Crime Survey. “In 2012, thieves mainly focused their attention on horse and livestock trailers and electric fencing equipment,” said NFU Mutual equine specialist Victoria Walton. “However, in the past year, theft of tack and equipment has risen dramatically, overtaking electric fencing equipment. Farms and livery yards are a favourite hunting ground for thieves because they are often unattended during the hours of darkness, making it easier for thieves to operate.”
8 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
NEWS IN BRIEF
TRAINS is offering a 25% travel discount to BETA • VIRGIN International visitors. The offer applies to all visitors
heading for Birmingham New Street and Birmingham International train stations. Both are within easy reach of the NEC where BETA International takes place on 22 – 24 February, 2015.
A FARRIER has been removed from the Farriers Registration • Council (FRC) register for ‘serious misconduct’. Barry Peter Ward of Sittingbourne, Kent, was convicted in May 2010 of conspiracy to supply a controlled drug and given a 54 month prison sentence. It would be a criminal offence for Mr Ward to carry out farriery until reinstated on the FRC register.
JULIET FENLON, from Ripon, North Yorkshire won two • tickets to the Horse of the Year Show when the British
Equestrian Directory (BED) held a prize draw on its stand at the Great Yorkshire Show. The online directory, a sister publication to the Trade Suppliers Directory and ETN, enables consumers to locate products, retailers, associations, organisations or services.
JOULES is opening two new stores. The lifestyle label has • taken 1,700 square feet of space in the Old Market shopping
centre in Hereford, and is leasing a 1,500 square feet store in The Mall at Cribbs Causeway near Bristol.
SHEARWATER Insurance has joined Aviva’s panel of • ‘specialist wholesalers’ to provide equine cover and
equestrian buildings and liability insurance to clients.
THE HUNT is on for the feed company offering the best • nutritional advice. Retailers and their customers are invited
to nominate their Haygain Nutritional Helpline of the Year for one of nine 2015 BETA Business Awards. Nominations close on 9 January and should be sent to BETA, Stockeld Park, Wetherby, West Yorkshire LS22 4AW, or email to tinah@beta-int.com www.equestriantradenews.com
Senior supplement for golden oldies
Hassle free haynet filling
SENIOR Horse Gold, new from Hilton Herbs, is a blend of rapidly absorbed tinctures formulated to sustain and support the older horse during the ageing process. It can be administered orally by syringe for animals receiving little or no hard feed. Senior Horse Gold joins Senior Horse dry herbal mix in Hilton Herbs’ Mobility range. t Hilton Herbs helpline 0800 294 1250
THE new portable Stubbs Nets So Easy makes light work of filling haynets. The heavy duty ring, mounted on strong tubular legs, has three sure-footed rubber feet. It can even used on uneven or flat ground. No tools are needed to assemble. Standing at 85cm high, RRP is around £65. t Abbey England 01565 650343
Compliment those curves EQUETECH’S knack of combining global fashion trends with practical riding attire shines through the label’s autumn/winter 2014 collection. In a horse slobber friendly pallet of chocolate, tan, Dutch blue and fir green, the new range focuses on function with fashionable detail and design. Equetech Mursely Gilet is a flattering quilted gilet. Water resistant with wind proof properties, it has a generous ‘down-feel’ cosy inner. It’s exceptionally warm yet is machine washable. Attention to detail includes a country plaid lining, handy zip chest pocket, front pouch pockets, two way zip with internal storm flap, contrast piping and a clinch brass buckle effect elasticated belt to compliment those curves. In sizes extra small to extra large, the RRP is £76.95. The faux fur headwear, also pictured, has an RRP of £17.95. t Equetech 01296 688 966
Helmet gains Kitemark GERMAN riding hat manufacturer DHG Knauer has been granted the Kitemark licence for its KED riding hats. The helmets, which meet the BSEN1384 standard and can now carry the British Standards Institution (BSI) Kitemark, are distributed in the UK and Ireland by Tagg Equestrian. Stock is expected to be available to trade customers from 1 October. “We have learnt that the Kitemarking process is thoroughly vigorous,” said Steffen Klan of KED. “We have invested heavily into this project and are fully committed to promoting and expanding the KED equestrian range in the UK market.” Tom Eastwood of Tagg Equestrian said there had already been a strong uptake of KED models aimed at younger riders, in particular the Hello Kitty branded products and the Pina cycle and ride helmets. For adults, there is the Ventri helmet. t Tagg Equestrian 01636 636135 10 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
Breeches to go! WHEN it’s too warm to wear a jacket, riders often struggle to carry their mobile phone, car keys, folding hoof pick and other items they’d like to carry on a hack. So Equitheme Safari riding breeches with cargo pockets are a brilliant idea from Ekkia. Made in breathable, stretch micro-cotton, the roomy pockets are decorated with contrasted braids for a contemporary look Other features are fabric knee patches, wide waist belt loops and a lower leg in stretch Lycra elastane.
Stable toy starter kit LIKIT has launched a Starter Kit to appeal to customers thinking of trying these innovative stable toys for the first time. The new product contains a Likit Holder plus apple, carrot and cherry flavoured Likits and two 100g packs of Likit Snaks. The boxed Likit Starter Kit also makes a great gift idea. In addition, the company has added grass, caramel and blueberry flavoured Likits to its range for a limited period. All three flavours come in both the 650g Likit and 250g Little Likit treat blocks. Likit Products are available to the trade from Westgate EFI and Trilanco. t Likit Products 01655 750523 www.equestriantradenews.com
Footwear with flair COWBOY wellies from Talolo Boots come in three stunning designs, each with an RRP of £32. Made from rubber with cotton linings, they sport a small heel and are said to be designed for all-day comfort. Popular with this summer’s festival goers, they also look great with jodhpurs or skinny jeans. Sizes 37-41 are available. t Talolo Boots 07894 346951
Staying on the road
DEVELOPED in Sweden, Back on Track clothing and horse products incorporate Welltex fabric with infra-red technology. Ceramic particles are fused into the fabric’s fibres, causing heat to radiate back towards the body, says the company. This reflected, long-wave heat supports blood circulation which can relieve joint tension, maximise performance and help avoid injury. The Back on Track Saddle Pad brings all these benefits to the horse during exercise. Team USA Olympic dressage rider Michelle Gibson says: "I love Back on Track’s saddle pads. I use them on a daily basis to aid in keeping my horses healthy and comfortable in their backs. “The horses are more supple with the Back on Track pads and they are of great quality and fit perfectly." Dressage and jumping styles are available in black, white or with piping around the edge. The pads are machine washable and have an RRP of £61.
Ever ready wellie FEETZ Pocket Wellingtons, newly distributed by Westgate EFI, are designed to slip on over existing footwear for protection against wet and mud. After use, they can be washed, dried and folded into the pocketsized waterproof packaging until they are needed again. Feetz Pocket Wellingtons, in a choice of colours and sizes, feature an anti-slip sole and drawstring top. The product is perfect for those attending outdoor events, as well as riders wishing to protect their riding boots while dismounted. t Westgate EFI 01303 872277 www.equestriantradenews.com
Saddle brand gets off-the-peg cousin
Innovation shortlists announced
FIRST Thought Equine has launched a cheaper, off-thepeg version of its WOW saddle brand. The Classique saddle collection makes its consumer debut at Burghley this month (September). Bespoke WOW saddles start at £2,300, whereas the Classique has an RRP of £1,499. Currently the new range is available in dressage and jumping styles in black or brown, sizes 16”, 17” & 18”. GP and cross country Classique saddles will be introduced soon. The Classique is traditionally flocked - so doesn’t share Flair air flocking with WOW saddles – however many other features are similar, including WOW’s patented tree with Lateral Flexion and Pointless Panel System. Classique saddles take all WOW headplate sizes and styles to fit horses from extra narrow up to 8X wide. In addition, each headplate come with three arch radiuses. t First Thought Equine 01227 831614
GERMAN trade fair spoga horse, taking place in Cologne on 31 August – 2 September, announced the shortlists for its innovation awards ahead of the show. The contenders were:
Horse & Stable category ● Back on Track: Shoulder protection with Welltex ● Carr & Day & Martin: Equimist 360 (fly spray) ● EasyCare Inc: EasyBoot Transition (hoof boots) ● HKM Sports Equipment: Height scale obstacle sticker ● Pfiff: Holder for care products
Riders category ● Cavallo: Sports Line Leather Series (ankle boots/chaps) ● Euro-star Equestrian Fashion: ESX Protection (jodhpurs) ● Derriere Equestrian: Equestrian Padded Support System (equestrian underwear) ● Pikeur: Corkshell (jodhpurs) ● USG: Equiairbag 2.0 Double Bubble (Airbag body protector)
Saddles & Accessories category ● Acavallo: Comfort Gel Synthetic Girths ● Horseshape: 3D Scan Saddle Pad ● Prestige Italia: RP Girth ● Sommer: Thermal seat (seat heater) ● Summary: beris-App (Bit finder app)
• Absorbine, W F Young’s horsecare brand, is sponsoring double Olympic dressage gold medallist Charlotte Dujardin. “We’ve followed Miss Dujardin’s international success since the London Olympics, and have been very impressed with her routinely elegant performances and unprecedented achievements,” said Chris Jacobi, general manager, equine division, at Absorbine. Charlotte was originally a show rider. “The best rides start with a horse that looks and feels his best,” she said, “and Absorbine products help me achieve that.” (Photo: Kevin Sparrow)
Covering costs at the “Waitrose of events” Show trader and ETN diarist Guy Roper reports from his pitch at the Festival of British Eventing, presented by BETA at Gatcombe Park in Gloucestershire on (1 – 3 August). THERE'S an old saying: “Build it and they will come.” Thomas Cook probably said it to the Egyptian pharaohs. Well, Gatcombe’s organisers built it - their usual good quality job - but they didn't come, and when they did, they kept their hands in their pockets, mostly. Maybe it was the clash with the Royal International at Hickstead, maybe it was the weather but though advance ticket sales were reported to be healthy, somehow the crowds weren't there.
Absent friends
• Ipswich, Suffolk based European Saddles are sponsoring international show jumper Phillip Spivey’s saddles. “We specialise in fitting and supplying the finest European brands, including Amerigo, Equipe, Prestige and Passier, for the competition horse,” says Tiffany Howard of European Saddles who offer a nationwide fitting service. • Horse rescue and rehoming charity World Horse Welfare (WHW) has been nominated as this year’s official charity for Blenheim Palace International Horse Trials (11 – 14 September). As well as running an online auction, event organisers will donate to WHW £1 from the sale of all official clothing as well as proceeds from some of its fun competitions.
• Charles Owen has sponsored show jumper Nick Skelton for several years. Now the riding hat manufacturer is also involved with his sons as Dan Skelton Racing and Harry Skelton join the Charles Owen team. National Hunt trainer Dan notched up 37 winners in his first year of holding a licence. Harry is stable jockey with more than 100 winners to date.
• TopSpec took on title sponsorship of the TopSpec Lindum Spirit for the first time this year. Held at Market Rasen racecourse over five days, the fixture is perhaps the busiest in the endurance riding calendar with classes from 170km to pleasure rides, plus lots of fun events too. There were also social activities, with £2,500 being raised for charity, plus a well attended talk by Anna Welch, TopSpec’s vet nutritionist. Pictured is Lauren Mills who rode Oakleaze Farm Czarko to win the TopSpec Lindum Spirit 170km class, receiving her prize from Anna Welch. (Photo by West End Photography) 14 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
Neither were a few familiar faces; veterans of Gatters past. I put it at about ten stands less. Maybe they got the promo poaching calls from Hickstead and succumbed? I discussed it with one of my neighbours on Friday morning as we watched the tumbleweed blowing down the aisles between the stands. We reckoned by mid morning there was about half the usual footfall, and Friday is often a good day. True to pattern this crazy summer, Saturday morning brought a killer rainstorm just at the point when locals were finishing their coffee and looking for the car keys. Predictable outcome... We all had hopes for Sunday - a good forecast and with the draw of the Intermediate and the Open competitions. And at last, the place began to look busy. But although numbers were up, the passing pound stayed largely in the passing pocket.
Best bacon At the BETA tradestand holders’ breakfast (best bacon rolls of the year so far), event director Tim Henson told us “you are a big part of our product" and "you are our partners in the success of this event, so talk to us, tell us what we are doing right or wrong.” Gatcombe was voted Joules Equestrian Event of the Year [a BETA Business Award] a few years ago, so I believe he will listen.
Osborne, take note There are key indicators of economic health. A few years ago, you could gauge how people were feeling by the relative number of bright yellow carrier bags from a particular manufacturer of affordable horse and dog tack. As Tim recognised, people like to shop on their days out and lots of yellow bags meant that they were watching the pennies by going for the serviceable rather than the indulgent. There are two key economic indicators specific to Gatcombe: the fully branded, logo laden official event polo shirt and the ubiquitous BETA dog bandana. Opposite ends of the scale, those; about £40 for the former and £whatever-you-like -to-donate-tothe-RDA for the latter. Both were down, though the missing polo shirts might be because the fence judges didn’t get them this year, as one slightly miffed lady bemoaned to me when she called at my stand. Hell hath no fury like the volunteer deprived of their customary freebie...
Cost of elbow room Another customer said how nice it was to have space to wander around and "not too many people.” Mixed feelings on that one!
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Gatcombe is at the Waitrose end of the show spectrum. At £20 for anyone over 13 to get in, a family of four is in for a great day out - but at a serious price. Like for like is difficult, but Badminton Saturday was £27 per person and £12 for the car, that’s £120. So its main day was 50% more expensive per family of four than Gatters at £80. But the footfall across three days at Gatcombe last year was about 40,000 as opposed to about 200,000 at Badminton over four days, including the Grassroots championship. So the price of the Gatcombe stand should reflect that overall 60% lower chance of trading opportunity. Personally, anything I spend on entrance fees on a family day out reduces what I can spend at the event. Add in the delicious but expensive food offer at £8 for a burger and chips (+£32 for our fictional family), and there’s already £112 out of the shopping budget.
Being seen So was Gatters 2014 a success? It was as ever a brilliant event, a fantastic competition. But for the trade... well, the 'lifestyle' folks seemed happy but unless you were selling in the £500 horse portrait bracket it was, for me at least, marginal. Gatcombe is one of my favourite events, and you take the ups and downs. But it's not a cheap pitch and only covering costs is not the place to be long term. Maybe that's why we had missing chums. But being there is being seen... perhaps it should be in the advertising budget? Cheers
Guy
Hardy souls braved the rain on Saturday.
This chap shares my sentiment that Gatcombe is one of our favourite events.
r course-designe e owd; from left, d th In with the in cr ent director Tim Henson anss ev Mark Phillips, n. chairman and The Prince festival’s ho ter Phillips. Royal’s son Pe
PHOTOS: Bob Hook
A quiet day at
the office.
How to cajole customers Even the most attractive, efficient e-commerce website won’t work unless you drive consumers to it, says Grant Hadwin.
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t’s difficult enough to secure a sale for the first time - so engaging with customers to encourage repeat business has become even more important. In short, it’s all in the marketing. Every successful e-commerce business is courting new customers and fostering loyalty among existing buyers. And it’s crucial to stay up to speed on both counts. There are various ways in which this can be achieved. The initial focus should be on product promotion because products offer the easiest way to drive traffic. Traffic leads to sales and each sale adds to your customer base with which you can seek to build a relationship. Listing your entire product catalogue on dedicated shopping search engines such as Google Shopping is one way this can be achieved. As Google is the dominant search engine on the web, it’s the most likely to return a good amount of traffic and, ultimately, sales. There are other ways of driving traffic to the site through paid-for advertising on search engines and SEO [search
Using products to drive traffic is the best way of making a good return on investment. engine optimisation], but these can sometimes be time consuming and expensive. It’s my experience that using products to drive traffic is the best way of making a good return on investment.
At this point, you can begin to get specific with target marketing campaigns. Customer data capture is a hugely important part of e-commerce as it allows you to market to the correct people - and thus improve your relationship with your customers and increase your bottom line. In summary, you’re fighting on two fronts; to secure new custom and to encourage repeat business. One is much easier to achieve than the other, but both are equally important.
New business Basket abandonment and focussed affiliate marketing are other successful ways of driving new business to your ecommerce site; as is adding value through loyalty schemes such as CitrusLime’s Customer Rewards Scheme. Once sales have been secured or customers have been sufficiently impressed with your site to leave their details and sign up to your newsletter, you are in a position to engage with these interested consumers.
ABOUT THE AUTHOR Grant Hadwin is from ‘clicks and mortar’ specialist Citrus Lime. If you’d like to know more or just talk things through, call the friendly team at Citrus Lime on 01229 588 628.
What’s what ● Basket abandonment: this is shopping cart discarding - when a customer puts something into his or her shopping basket on a website and then does not check out. ● Affiliate marketing: this is a company that lists your adverts based on the browsing history of customers who have visited your site. If a customer jumps onto your site and starts looking around and then leaves the site and goes to another site, he or she will be greeted by an advert for your site based on the product he or she was browsing on your website. ● Customer rewards: an example is Citrus-Lime’s loyalty scheme which combines online and in-store activity. This means customers can shop in-store and online and earn points which they are then able to spend both in-store and online.
16 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
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For the love of leather Fine tuning its e-commerce operation one minute, renovating 100 year old leather goods the next. Acorn Saddlery is the epitome of versatility. ETN finds out more from co-founder Susan Edwards.
Frank, Sue and James Edwards are the team behind Acorn Saddlery
A potted history... Husband and wife team Frank and Susan Edwards – who are both Master Saddlers - set up Acorn Saddlery in 1985. Initially based in a small back street in South Molton, Devon, the business has expanded and moved three times over the years. It now trades from a high street location with two fully equipped workshops. Acorn Saddlery is famous for its hand-made bespoke hunting and shooting accessories. Its location, on the edge of Exmoor – a popular end-of-season destination for hunting folk seeking a ‘last hoorah’ attracts customers from across the world while others buy its high quality leather work online. 18 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
Bringing James into the business will give Frank and Sue more time to concentrate on Acorn Saddlery’s saddle range.
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Q. Who makes the business tick? A. The people at the helm are Frank, me (Susan) and our son James Edwards. Alison Ford (Frank's sister) is our head machinist, her speciality being ‘quick loader’ cartridge bags and gunslips, as well as shop manageress. Carol Luxton has been with us for 17 years and is our head shop assistant, prepares leatherwork and looks after the workshop diary. Sharon Neale came on board to help cope with the ever increasing demand for rug repairs; she also serves customers and is involved with small leather goods manufacture. Q. What are Acorn Saddlery’s greatest achievements? A. Winning the 2007 Countryside Alliance Best Rural Retailer award and when I (Sue) won the Harness prize at the Society of Master Saddlers’ (SMS) Annual National Competitions. Other exciting moments include expanding into our third premises to give us more space and, more recently, taking our son James into the business. We’ve seen ten competitors come and go in our area, so still to be here trading after 30 years is quite an achievement in itself! Q. What are your plans for Acorn Saddlery? A. We plan to develop the business by integrating James as head of IT, together with improving and enlarging our website. This will enable Frank and me to concentrate on the development of our saddle range and to increase on our offering of bespoke bridlework. As and when time permits, James hopes to learn saddlery skills from his parents. Saddlery is in James’s blood as his great great grandfather William Bell from Cambridge was also a saddler. Of course, being younger than us, he’s familiar with
computers and these skills are proving very useful. We have a website, but it’s not as good as it could be. So he is starting work on that next month (September). Currently we sell bespoke hunting accessories online, but eventually we want to put a replica of the whole shop on the Internet too. Q. Are traditional saddlery skills still valued by consumers who have become used to a throw-away culture? A. Yes, definitely; the customers like to see that we have an onsite repair service and it’s as busy as ever. We are making more headcollars and bridles for showing people, and our racing range – especially the hide stirrup leathers – is very popular. We put new ends on hunting whips and we’re often asked to restore things that have been passed down in a family and which the next generation wants to keep using. Hunting sandwich boxes are something we often repair. And within the last week, we’ve been asked to repair a conical leather drinking flask case which was originally used in the First World War. Q. What would you like to see changed about the saddlery industry? A. Faster turnaround on the delivery of new saddles. Four to six weeks after ordering is too long. Q. How’s business? A. Business is steady with year on year figures continuing to rise. Q. What do you enjoy about your work? A. We have a happy working environment here. We all enjoy helping and advising customers on what’s suitable for their needs. Working with leather gives great satisfaction; making an article from scratch is always something to be proud of.
Would you like your retail equestrian business to be featured in ETN? If so, contact Liz Benwell at editor@equestriantradenews.com www.equestriantradenews.com
How low can you go? ‘Low starch’ has joined ‘low sugar’ on many owners’ lists of must-haves when it comes to feeding their horses. But what exactly is a low starch feed? ETN asked Nicola Tyler, nutrition director at TopSpec, to explain.
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n nutritional terms starch is a carbohydrate. It is formed from long (poly) chains of sugars (saccharides) so it is called a polysaccharide. Starch can be digested by the horse in its small intestine, but only in small amounts. This is because the polysaccharide chains are broken down by amylase which is only produced in limited amounts by the pancreas, which secretes it into the small intestine. Amylase breaks starch down to maltose (a disaccharide, which is just two sugar molecules joined together) which is then broken down to glucose, by maltase, and absorbed through the small intestine wall into the bloodstream ready for use or storage. Problems occur when large feeds, high in starch, cause high levels of glucose to enter the bloodstream and/or undigested starch passes through the small intestine into the large intestine where it is fermented with undesirable consequences.
So why do customers ask for a ‘low starch’ feeds? Feeds high in starch can cause, or contribute to, the following problems in horses: ● Inefficient hindgut digestion ● Diarrhoea ● Certain forms of colic ● Laminitis ● Gastric and colonic ulcers ● ‘Tying-up’ ● DOD [developmental orthopaedic disease] ● Stereotypical behaviour [such as wind sucking] ● Excitable, ‘stressy’ or ‘grumpy’ behaviour
Some typical starch levels in ingredients commonly used in horse feeds: ● Unmolassed sugar beet pulp 1% ● Alfalfa 2% ● Soya (extracted, high protein) 4% ● Linseed (extracted) 7% ● Oatfeed 12% ● Wheatfeed 21% ● Oats 37% ● Barley 50% ● Wheat 60% ● Maize 62% Unmolassed sugar beet pulp and alfalfa are often fed as straights and are clearly suitable where low starch ingredients are required. Soya and linseed are used in top specification, high protein feed balancers such as TopSpec Comprehensive Feed Balancer, which helps to make it low in starch. Oatfeed and wheatfeed (fine forms of bran) are widely used in horsefeeds. The starch level in oats make them the most suitable cereal to use (albeit in moderation) when starch levels in the diet need to be controlled but some cereal is essential.
Scientists’ recommendations for feeding starch ● If there are no starchrelated issues to consider when feeding a horse, then scientists recommend that a maximum of 2g starch/kg bodyweight/meal should be fed. This means that up to 1kg starch can be fed in each meal to a 500kg horse (15.2hh middleweight to 16.1hh
20 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
eventer-type). So the meal limit for that horse of 2kg (dry weight) can be made up of any feed containing up to 50% starch. In practice, this means most feeds in a typical UK diet could be fed.Horses needing high amounts of ‘fastreleasing’ energy e.g. racehorses, are usually fed this way. ● If there are starch-related issues, or concerns that they might arise, then scientists recommend that a maximum of 1g starch/kg bodyweight/meal is fed. This means that only up to 500g starch can be fed in each meal to a 500kg horse. This is much more limiting; for instance, only 1.3kg of TopSpec Super Conditioning Flakes (just under 40% starch) could be fed per meal when the meal weight limit is 2kg. So in practice if the horse needs his full 2kg meal allowance, only 1kg of flakes should be fed with an additional 1kg of a very low starch product like TopSpec CoolCondition cubes (less than 10% starch). However horses and ponies prone to, being treated for, or recovering from laminitis need their complete diet (including forage) restricting to below 10-12% NSC [non-structural carbohydrate], which can be thought of as sugar and starch combined. Because of the benefits, nutritionists often stick to such a low level when recommending feeds for horses with any of the problems listed above and that is what your customers will be referring to. So look out for products described as ‘low-starch’ or low ‘sugar and starch’. Such
products will always be cubes or pellets, it is impossible to make a mix with less than 10% sugar + starch. In certain situations, it is important to control the level of NSC in the forage component of the diet too. tYou and your customers can contact Nicola Tyler on the TopSpec Multiple-AwardWinning Helpline 01845-565030
Soya and linseed help make TopSpec Comprehensive Feed Balancer low in starch.
TopSpec CoolCondition Cubes are less than 10% starch.
At just under 40% starch, the use of TopSpec Super Conditioning Flakes may need limiting where there are starch related issues.
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L AI ET P R TI
Want to boost seasonal sales? Michael Bacon visits more feed merchants across the country than most. So ETN persuaded him to part with some observations and suggestions. ● First impressions count. Is there clear signage from the road, a properly presented shop front with regular changes to window displays and perhaps a hanging basket or two? Once inside, customers should be greeted by easily identifiable, smart shop staff. ● Feed retailers need to think like high street retailers. For instance, customers need two hands to carry one bag of feed, but if they’re pushing a trolley – provided by the store, it’s simple to pop in some supplements, dog treats and a bag of wild bird food too. ● Offer help to get goods to customers’ cars. Think about parking too. How easy is it for a customer in her smart office shoes to get two bags of feed from store to car? ● How about a coffee machine or notice board (kept fresh and tidy) listing private ‘for sale’ adverts and local equestrian shows and services? Give customers every reason to visit you and no excuse to shop elsewhere. ● Our industry is brilliant at providing specialist advice because we all share a passion for horses. Don’t underrate how valuable this is. It’s one of the reasons why feed sales are still overwhelmingly made in store rather than online. ● Do your customers realise
that your store offers the chance to talk - many owners love nothing more than chatting about their horses and get expert advice? Why not put up some notices: “Ask us for free feeding advice” or “Need to know more about the feeds we sell? Ask here...” or “Please ask for a free oneto-one consultation.” ● Make good use of feed companies’ nutritional helplines. It can work well to call a helpline on a customer’s behalf while she waits in store. An instant answer can often produce an instant sale – plus a loyal customer. ● Consumers’ thirst for knowledge is at an all-time high. Here at Saracen Horse Feeds, our nutritionists have been as busy helping horse owners this summer as they were all last winter. And they tell me people are spending longer on the phone too! ● Stock brands with wide appeal across all equestrian disciplines – it’s the best way to ensure fast stock turn and a healthy cash flow. Saracen has a product to feed any horse doing any type of work, or no work! ● Harness your staff’s enthusiasm for horses and send them on every training course on offer. BETA provides some excellent all round retail training and many of the feed
22 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
Staff training always pays dividends.
AND WHAT ARE THE TOP TRENDS THIS SEASON? “Horses came out of last winter generally looking well as it was such a mild one,” says Michael, “so equine obesity will remain an issue. However, if the south-east continues to enjoy a dry, warm summer, some owners could be running out of grass by September. “I don’t think there will be any shocks in store with regards to pricing. But who knows what the winter weather will bring? Hard frosts or, like last year, mild and wet? The retail solution is to be ready to help your customers with sound advice and suitable products.” www.equestriantradenews.com
Make good use of point of sale materials.
companies provide product training too. Don’t worry about losing time/money; well trained staff quickly recoup the cost of a few hours off the sales floor. Look out for a new series of training opportunities from Saracen, coming soon. ● Make your store stunning. Cleanliness, good lighting, product signage, constantly refreshed point of sale, posters and information points go a long way towards a professional presentation. Over the coming months, Saracen will unveil its new customer and retail friendly packaging. We hope you like it. ● It’s important to stock brands which offer a reliable and constant supply and provide regular, margin protected offers and promotions to help stimulate sales. Here at Saracen, we’ve improved our availability via wholesalers hugely in the last six months. So you’ll find our feeds even more accessible this winter, wherever your store happens to be. www.equestriantradenews.com
About the author WITH more than 22 years’ experience in the equine feed sector, Michael Bacon is the sales and marketing director of Saracen Horse Feeds (tel 01622 718487).
Fat horses still need feeding... As the latest studies indicate a third of horses are overweight, is this bad news for retail sales? Not necessary, says Dengie technical manager Katie Williams.
H
aving just spent a couple of days weighing horses where turnout 24/7 was the norm, as was a condition score of 3.5 or more (on the 0 to 5 scale), it was no surprise to read in two recently published papers that obesity levels in the horse population are about 30%. The temptation for owners of these horses is not to feed them, because they clearly don’t need any more calories. So how do we counter this? Unfortunately, it often takes an episode of laminitis to make owners do something about horses’ weight. In one study, nearly 16% of horses and ponies had a history of laminitis – higher than the 7% said to be affected by laminitis in the BEVA study in 2005. If you refine this to look at the incidence of laminitis in just those horses and ponies that are overweight, the number increases to 21%. That’s one in five of overweight horses and ponies likely to succumb to laminitis. If those were the odds of winning the Lottery, I’d buy a ticket! The threat of laminitis should help to motivate horse owners to take action, so don’t be afraid to publicise the link between obesity and the increased risk of diseases such as laminitis. Once you have highlighted the problem, the next step is to help owners identify whether their horses are overweight. This is an opportunity to create in-store displays, using condition
scoring charts or images of overweight horses and ponies alongside relevant merchandise, such as grazing muzzles, electric fencing, weigh tapes and spring balances, to reiterate the point that owners need to know what their horses weigh and how much they are feeding in order to get weight under control. Weigh tapes aren’t always entirely accurate, but they are better than nothing and will show whether the weight is going up or down, even if the amount isn’t exact. However, for a more accurate measurement and to add value to the services you offer, you could organise a weigh-in for customers in conjunction with one of the feed manufacturers that has portable weighbridges.
“Get staff to trial grazing muzzles” There are many benefits to horses from being turned out rather than stabled, including for joints, the respiratory system and social interaction with other equines. The problem is just how much grass they can eat when they’re out there! Several studies have shown that horses can consume about half of their daily requirement (1% of body weight) in just three hours at grass, proving that turning out for a limited time might not be very effective for weight management. Clearly, limiting feed intake is an emotive issue for many horse owners. Society in
24 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
The threat of laminitis should help to motivate horse owners to take action.
general does not look favourably on people who don’t feed their animals and sometimes this even extends to those who are doing it for the right reasons. Some owners are horrified at the suggestion that a grazing muzzle might be helpful and this is where testimonials from people who have used them successfully can offer reassurance to someone contemplating buying one. Encouraging your staff to try
using them on their own horses is usually an effective way of giving them the confidence to recommend grazing muzzles. Dengie’s feedline frequently hears from people who have overweight horses but only high-nutritional value forage available to them. This presents the perfect opportunity to recommend a low-calorie chopped fibre feed as a complete or partial alternative to forage to bring the calorie intake down. Even
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replacing just a couple of kilograms a day can be enough to make a difference to weight gain. If grass intake is restricted, supplementing with vitamins and minerals becomes even more important because horses don’t benefit from the nutrients that are found in pasture. There is a wide range of Although weigh tapes aren’t 100% accurate, they can help to keep a check on weight loss and gain.
Contact a feed manufacturer with a portable weighbridge to organise a weigh-in for your customers.
broad-spectrum vitamin and mineral supplements available, as well as balancers, that counteract nutritional shortfalls associated with restricted pasture intake. So it’s fair to conclude that there are many opportunities to supply customers with feeds and supplements, as well as tack and equipment, even if they have overweight horses.
Top tips for owners of overweight horses ● Check how much someone is really feeding – pointing out that half a scoop of mix provides enough energy for 20 minutes’ schooling soon puts things into perspective. ● Get an accurate assessment of how hard the horse is working – owners nearly always overestimate workloads. ● Ideally, horses should receive 1.5% of their body weight as forage each day, but this might need to be reduced to 1% to promote weight loss. ● Advise owners to divide the forage into as many small offerings as possible to keep the time the gut is “empty” as short as possible. ● Encourage horse owners to exercise their horses and ponies. Research suggests that more ponies are inactive than horses, which increases their risk of being overweight. Lungeing, long reining and driving are all ways to provide exercise even if they are too small to ride.
What’s on the menu?
Your customers are keen to keep their horses in optimum condition as we head into autumn. ETN finds out how leading suppliers can help. Forage on a plate THEY’RE compact, versatile and convenient to feed and store. They also provide equine entertainment. No wonder JustFiblocks are an increasingly popular way to feed forage. Each block weighs 1kg and retails at £1.25. Made from UK sourced ingredients with no added sugars, preservatives, oils, molasses or cereal straw, they come in Alfablend and Meadowblend varieties. JustFi-blocks are pure fibre. Used as partial forage replacers, treats, top-ups or distractions, they can be fed from the floor, in a bowl or haynet. For horses with poor teeth, they can be soaked to make a tasty chop. Supplier Just Feeds has designed a ‘value’ 8kg stackable box allowing single unit sales along with easy to carry 4kg bags. t Just Feeds 01335 310061
Feeding horses of the year SPILLERS will be the official feed supplier at Horse of the Year Show (HOYS) again this year. More than 1,600 horses and ponies take part in the famous fixture and all can enjoy the benefits of the Spillers collection of feeds. “We are delighted to return to HOYS as the official feed supplier for the second year in a row,” said Jo Turner, Spillers brand manager. “We have a vast selection of feeds to suit all types from showing superstars to world-class show jumpers. “We are the feed of choice for many top riders and look forward to meeting all the competitors, both amateur and professional, at HOYS.” Spillers has more than 30 feeds to suit every type of horse or pony, including an assortment of complementary fibres and balancers, low energy mixes and cubes, competition and conditioning feeds and specialist breeding and racing products. t Your customers can get fast, friendly advice via the Spillers careline 01908 226626 www.equestriantradenews.com
Referral service introduced
Secrets of showing success
DODSON & HORRELL has launched a nutritional referral service. It’s available to vets and retailers via a dedicated advice line and email service. Stockists can contact Dodson & Horrell’s in-house vet Chloe Bristow (pictured with clipboard) and nutritionists Sarah Kearney and Pauline Smith with nutritional queries. They can also receive dietary recommendations and advice on product suitability. “This will help retailers to give the customer an immediate answer and product recommendation in store,” said a spokesman for the company. “We all know that weekends are a busy time for both owners and stockists, so for urgent enquiries the referral service will also be available at weekends and bank holidays.” The nutritional referral service is also designed to provide support and expertise to vets. t Dodson & Horrell nutritional helpline 0845 345 2627 or referral service 0845 120 4420
TOP show pony producer Katy Carter is having a fabulous season - and credits feeding TopSpec as part of her winning formula. Pictured are her daughter Poppy Carter and Rotherwood Rainmaker who went on to win the pony supreme championship at the Royal International Horse Show last month. Katy feeds TopSpec Comprehensive Feed Balancer, TopSpec CoolCondition Cubes and TopSpec Super Conditioning Flakes. “I want the ponies to look fit and well, with good muscle development and top line, but not fat,” she said. “Feeding little and often is a rule I have kept to for many years. The TopSpec feeding plan follows that philosophy and the ponies always look fabulous. “Working the ponies correctly, watching their development closely and paying real attention to detail is key to success. “During the winter, the ponies that have been shown all season are let down, but we still want to keep them in good shape ready for the year ahead. So we lower their calorie intake, but still ensure they are receiving the correct nutrients and this is thanks to TopSpec Comprehensive Feed Balancer,” explained Katy. TopSpec Comprehensive Feed Balancer promotes muscle development and topline. It contains a broad-spectrum supplement and many specialised supplements including a hoof supplement, anti-oxidants and digestive aids. TopSpec Super Conditioning Flakes are exceptionally conditioning. The cooked muesli is naturally rich in oil and 25% more conditioning than traditional conditioning mixes or cooked barley. TopSpec CoolCondition Cubes promote condition and topline but do not promote excitable behaviour. t TopSpec 01845 565030
British grown and ‘green’
MADE from a British grown crop, Speed-Beet has exemplary ‘green’ credentials, explains Dr Tom Shurlock of manufacturer British Horse Feeds. Speedi-Beet is made from beet pulp sourced from one of the world’s largest sugar beet factories at Wissington in Norfolk. Owned by British Sugar, Wissington is huge. It looks like something straight out of an early Doctor Who – all steel pipes, giant rotating drums, drying vats, control rooms, steam and noise. The factory wastes nothing, has a minimal carbon footprint and produces a beet pulp of exceptional quality and purity. And it’s all done without chemicals; the only addition is water. The beets, grown on local farms, are mechanically defoliated at harvest. At Wissington, they’re washed, sliced and steeped in hot water to remove the sugar. The pulp shreds are then mechanically pressed and dried using hot air. And that’s that. With more than 95% of the sugar content removed, this additive free product is ready for conversion by British Horse Feeds into Speedi-Beet. This is done via a patented micronisation process using moisture and heat; again, no chemicals involved. And Wissington’s green credentials? Everything is used. The washed off soil and stones go for topsoil. Waste heat and carbon dioxide are piped to a 40 acre greenhouse in which tomatoes are grown. Oh, and they’ve even found a use for the sugar... Apparently it can be fed to humans. Speedi-Beet is approved by the Laminitis Trust. Ready to use after ten minutes’ soaking, it’s unmolassed, 95% sugar free and provides an excellent source of digestible fibre. t British Horse Feeds 01765 680300
Your chance to win £500 HORSEHAGE stockists who enter the brand’s new retail display competition could win £500. The supplier is looking for innovative, eye-catching sales displays that promote its bagged forage to consumers this autumn. Window displays or in-store showcases can be entered, provided they’re on display for at least two weeks. Entries (by submission of photographs) close on 31 October and the winning entry will receive £500. HorseHage point of sale materials such as banners, brochures and posters are available to enhance displays. New stockists are eligible to enter the display competition. HorseHage is running an offer - under which consumers get a free HorseHage net when they buy four bales - until the end of the year. For full entry details to the display competition, see the HorseHage advertisement in this issue of ETN. t HorseHage 01803 527257 ● HorseHage supported endurance rider Beth Langley (above) with High Fibre HorseHage at the World Equestrian Games in Normandy last month. 23 year old Beth was selected for the British team with Cate Langley’s 16 year old, 14hh, pure-bred Arabian, HS Ametista. High Fibre HorseHage is made from selected ryegrasses that have been allowed to mature before harvesting to attain higher fibre, lower protein and lower energy levels. This makes it a great choice for leisure horses or those resting, convalescing or at risk of laminitis. It also provides an excellent fibre source for competition horses being fed high levels of concentrate.
New aroma helps horses eat up SARACEN Horse Feeds has added a blackcurrant aroma to its cereal-free, low-starch, performance feed Re-Leve. The enhanced smell and taste is designed to stimulate and maintain appetite and therefore consumption of the feed. Re-Leve supplies energy (calories) through super-fibre ingredients and oil. This reduces reliance on cereals while supporting optimum performance and a manageable temperament. It’s especially useful for horses intolerant to high starch diets or those who suffer from gastric ulcers, tying up or have excitable temperaments. Saracen’s senior nutritionist Lizzie Drury ran extensive palatability trials on Re-Leve using horses with various workloads and body conditions and including fussy eaters. “Horses that were new to Re-Leve showed no hesitation in eating the feed and continued eating until the meal was finished, even licking the bowl for sometime after the meal was finished,” she said. “In all the horses, feed intake was also seen to be increased which resulted in optimum body condition and performance.” t Saracen Horse Feeds 01622 718487
Achieving optimum condition OPTIMUM condition isn’t just about how much body fat a horse is carrying, say the nutritionists at Baileys Horse Feeds. It’s about muscle and top line as well as hoof, skin and coat quality. And to achieve that optimum condition, a horse’s diet should provide a balance of nutrients. After a summer on plenty of grass, levels of body fat may be high. So a balancer such as Baileys LoCal remains the ideal feed as winter approaches, because it supplies essential nutrients without unwanted calories. Vitamins and minerals are involved in a wide range of body structures and functions, yet forage alone cannot be relied upon to provide them consistently or in the right balance. Lo-Cal balancer can be fed yearround to supply these essential nutrients alongside forage, with or without additional hard feed, chaffs or beet. It’s always easier to feed to prevent winter weight loss than to be playing catch up during the coldest months of the year. Baileys Top Line Conditioning Cubes are the obvious solution for horses working sufficiently hard to have reasonable calorie requirements, or who are prone to weight loss. For horses needing a bit more than summer rations, Baileys Working Horse & Pony Cubes are an ideal step up. Often described by Baileys’ advisors as “half strength top line cubes”, Baileys No.2 still contains good quality protein to promote muscle tone and is balanced with vitamins and minerals to support up to moderate work. “We often recommend No 2 when owners don’t know a horse well enough to anticipate how they’ll adapt to an increase in overall dietary energy intake,” explains Baileys’ nutrition director Liz Bulbrook. “They’re higher in fibre than No.4 cubes, and don’t supply quite the level of digestible calories but are still a step up from a bog standard H & P cube.” t Baileys Horse Feeds 01371 850247
Nominations open for best feed helpline THE HUNT is on for the feed company offering the best nutritional advice. Retailers and their customers are invited to nominate their Haygain Nutritional Helpline of the Year for one of nine 2015 BETA Business Awards. The national accolades will be presented at the British Equestrian Trade Association’s (BETA) Gala Dinner next February. Nominations close on 9 January and should be sent to BETA, Stockeld Park, Wetherby, West Yorkshire LS22 4AW, or email to tinah@beta-int.com
30 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
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PULLING TOGETHER TO PROMOTE THE TRADE
T
he BETA team was out in force at the Festival of British Eventing, Gatcombe Park, Gloucestershire, where the trade association enjoyed another highly successful year as presenting sponsor. As is typical with our summers, weather proved to be inclement, with sunshine and showers throughout the three days. But even the heaviest of downpours did nothing to diminish the spirits of staff and member volunteers who had turned up to promote BETA’s work to the many visitors of all ages. There was much to do and it was hard work, but extremely rewarding. The team gathered entries into three BETA competitions, signed up new members to the Equestrian Consumer Research Panel, dealt with enquiries, offered an expert safety garment checking service, helped riders climb aboard our two mechanical
horses, Trigger and Robocob, and handed out BETA doggy bandanas – and that’s just for starters. None of this would be possible without the generosity of our members – those who donate products to the luxury prize draw and provide handy, little horsey items for the goody bags and others who give up their time to come along and work on our rather smart red, white and blue stand. This year, Michael Mullavey, of Weatherbeeta, Katie Williams and Ian Hassard, from Dengie, Peter Phillips, of Abbey England, Sara Blackshaw of Countrywide Farmers, Nikki Newcombe of Bliss of London, Chris Gordon of Dodson & Horrell and retailers Ian and Dee Silman from Equicraft Saddlery lent a helping hand and did a cracking job, too. If you would like to do your bit on the BETA stand at a forthcoming event, please let us know – all offers of assistance would be gratefully received.
THE following applications for membership have been approved by the BETA Council: The Pure Feed Company (manufacturer), Glastonbury, Somerset – Trade. TRI Equestrian (retailer), Kildare, Ireland – Retail (full). Stour Bay Co (distributor), Dedham, Essex – Trade. DKL Marketing (distributor), Northampton – Trade. Draycott Tack & Feed (retailer), Draycott, Derbyshire – Retail (provisional). Caviera Bedding (manufacturer), Doncaster, South Yorkshire – Trade. PHP (medical insurance), Baildon, West Yorkshire – Associate. Pet and Pony (retailer), Yelverton, Devon – Retail (full). Hallmarq (MRI equipment), Guildford, Surrey – Associate. MSY (debt recovery), York – Associate. Mane Supplies (retailer), Harrogate, North Yorkshire – Retail (full). Mount St John Equestrian (stud), Thirsk, North Yorkshire – Equine. New Forest Tack Exchange (retailer), Ringwood, Hampshire – Retail (provisional). Petface (wholesaler), Hinxworth, Hertfordshire – Trade. Townhead Feeds (Retailer), Auchterarder, Perthshire – Retail (full). Waldhausen GmbH & Co KG (wholesaler), Koln, Germany – Overseas Trade. Inovitec (supplier), Tarporley, Cheshire – Trade. Bluefin Group (insurance brokers), Bath, Somerset – Associate. Northern Pet & Equestrian Supplies (retailer), Penrith, Cumbria – Retail (full). Readysupp (wholesaler), Aldbourne, Wiltshire – Trade. Barber Healthcare (glove manufacturer), Leyburn, North Yorkshire – Trade. TCS Country Supplies (retailer), Berkeley, Gloucestershire – Retail (full). Marriages Specialist Foods (manufacturer), Alford, Lincolnshire – Trade.
It’s the last safety course of the year! BETA’s final safety course of 2014 is set for Tuesday 23 September and there are few places still available (at £70 for BETA members). Attendees will receive hands-on tuition in riding hat and body protector fitting. They will also benefit from a comprehensive overview of human physiology and the principles of safety equipment. Full details will be given on the different standards used in manufacturing, with a look at the varying requirements of different disciplines.
Conference & AGM – make it a date DON’T forget that the BETA Conference & AGM is set for Monday 13 October at Whittlebury Hall, near Towcester, Northamptonshire. We have a great line-up of speakers planned for the day and plenty of opportunity for networking. Delegates are invited to make the most of their stay by booking in for a pre-conference overnight stay with dinner at preferential rates for BETA members.
For further information on any of the items mentioned here
CONTACT TINA HUSTLER AT BETA Tel: 01937 587062
Helping on the BETA stand can be busy but extremely rewarding. Photographs: Bob Hook
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Website: www.beta-uk.org Email: tinah@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW EQUESTRIAN TRADE NEWS SEPTEMBER 2014 31
Clip ‘n’ Wrap As the days shorten and leaves turn brown, your customers’ thoughts will be turning to clippers and rugs. How to profit from “electrical oddities”
No cumbersome cord
AS AN electrical product, clippers are sometimes considered an oddity for equestrian retailers to have on their shelves. However, clipping is an essential part of winter horse care, so there are undoubtedly sales to be made, says Vicky Goody of clipper repair and blade specialist Clippersharp. By talking to your customers about clipping and clippers, you’ll soon find out which brands they like and what else they need. Even if you don’t want to hold any clippers in stock, then think about keeping spare blades. Clipper oil will definitely sell well through the season too. Customers will also appreciate you offering a drop-off facility for their clipper blades that need sharpening or machines that need servicing. If you are organised, this can be a really useful service, earn you a little extra and keep your customers happy. Clipper blades generally need sharpening after three or four clips; clippers really need to be serviced once a season if used on a regular basis. Obviously this is not something most retailers can undertake themselves. However, it’s easy to send them to a dedicated clipper specialist who will be able to maintain them and also give the retailer useful advice on new machines too. Many consumers find tensioning their clippers tricky, for instance. Yet correct tensioning is critical for ensuring maximum performance from the clipper as well as getting the best from the blades too. So never hesitate to refer queries of this nature to the manufacturer.
THE new Xplorer cordless clipper completes the Heiniger X-Series. It has a unique body design - and no cumbersome power cord. "The new Heiniger Xplorer is powered by the latest generation permanent magnet motor as opposed to the old style electric motor,” said Edward Mack, brand manager. “It’s light and ergonomically designed to fit in the hand. It’s a great addition to the range." t Cox Agri 01207 523167
RETA IL TIP
Fast repairs turnaround CLIPPERSHARP is now accepting blade sharpening and machine repairs as well as servicing orders from the trade. The company has been providing a repair and blade sharpening service for the last 20 years. Two fulltime engineers, experienced in working on all types of clippers, can sharpen all types of blades. Clippersharp also understands that customers often want their clippers repaired and returned “now”. “A reliable, swift service is needed, particularly in the winter clipping season. We always try to turn round machines and blades as quickly as possible,” comments Richard Goody. t For trade pricing, Clippersharp 01823 681076
32 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
Manufacturer moves and grows LISTER Shearing has moved to a new, larger factory in Stonehouse, Gloucestershire. The clipping machine manufacturer, which was based at Dursley, celebrated a century of manufacturing in the UK in 2009. Lister Shearing currently employs 68 office and production staff. “The new facility will give us the efficiencies and capabilities to expand our manufacturing operation to ensure that we offer the highest level of customer service and delivery,” said sales manager David John. “We’re putting systems and resources in place to meet the continued demand for our products around the world.” Lister Shearing also has a new managing director. Mark Grant was promoted from sales director. t Lister Shearing Equipment 01453 826692
Why Boris got sheepish Boris Johnson visited Lister Shearing earlier this year. During a guided tour of the factory, the Mayor of London and prospective MP watched five-time world sheep shearing champion David Fagan in action with one of the company’s machines.
Pictured with Lister Shearing’s new managing director Mark Grant (left), world champion sheep shearer David Fagan and the company’s local MP Neil Carmichael, Boris is clearly dying to have a go...
...And eventually gets his chance.
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ON THE EQUINE CATWALK ETN previews this season’s haut couture for horses
BRIGHTEN UP WINTER. The new Masta Avante 120 stable rug makes a cheerful choice for darker days. Made from plain Oxford weave in 210 denier polyester, the rug is part diamond quilted with 120g of thermal insulating filling. There’s a twin surcingle, front fastening and wither pad too. With an RRP of £46.49, the Avante 120 stable rug comes in pink/dark navy. t Matchmakers International 01274 711048
MUD-BUSTING HOODS: Snuggy Hoods has revamped its Turn Out Hoods with lighter, stronger fabric. The result is a more durable, breathable, water repellent product, says the company. The new hoods have adjustable noses for a better fit plus throat adjusters. An in-house repair and alteration service is offered. t Snuggy Hoods 01225 783399 34 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
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SPOT ON FOR A NEW SEASON: Rhinegold’s Nevada turnout brings fun and style to your customers’ paddocks. Fresh for this season is a stunning red-spots-on-navy design, on a 600 denier, ripstop outer, with warm 320gsm polyfill. The material is breathable and waterproof and, to prevent leaks, has no back seam. There are double chest straps, cross surcingles and leg straps while front shoulder movement pleats complete the design. The fixed neck cover comes with easy loop-through elastic/Velcro fastenings. In sizes 4'6" to 7'0", volume discounts ensure trade prices start at just £34.50 each. Rhinegold Full Neck Dakota Stable Quilt is a medium weight stable quilt available in three stunning designs. It features a 300gsm polyfill, breathable 600 denier outer, fixed neck cover, front shoulder pleat, over surcingles, leg straps and a tailguard. This season the Dakota is available in smart navy/white check or red/white check, as well as a stylish navy, red and white ‘stars’ design. In sizes 4'6" to 7'0", volume discounts bring trade prices down to just £20.50 each. Rhinegold Eis is a good quality, heavyweight outdoor rug designed to tackle the toughest conditions a British winter can throw at it. This year’s shimmering bronze, rip-stop woven fabric outer makes it a real headturner too. The 1680 denier, waterproof, breathable outer is Teflon coated for extra protection and durability. Beneath is 350gsm polyfill and a breathable nylon lining. Double chest straps, cross surcingles and legstraps offer security and fit, while the fixed neck cover features convenient loop-through elastic and Velcro fastenings. The Rhinegold Eis comes in sizes 5'6" to 7'0". With volume discounts, trade prices start at just £54 each. t Snowhill Trade Saddlery 01243 672323 www.equestriantradenews.com
EQUESTRIAN TRADE NEWS SEPTEMBER 2014 35
SUPREMELY COSY: From the Jumper's Horse Line range, the Supreme Heavyweight Combo Turnout offers all the advantages of an integral neck cover for all-inone protection from the winter weather. Features include a robust 1680 denier outer shell with a cosy 350g insulation layer, an anti-rub nylon lining, adjustable quickrelease front fastenings and cross surcingles. It’s available in black in sizes 5’6” - 7’. t Westgate EFI 01303 872277
QUIRKY BUT PROTECTIVE: The special edition Elico Quantock 200 Combo Turnout Rug with its striking pattern has a 600 denier, waterproof, ripstop, breathable outer which is seam-taped and bartacked to prevent leaks. It has a Swiss cotton lining. Other features include 200g polyfill insulation, twin quick-release breast straps, shoulder gusset, low cross surcingles, detachable back leg straps, tail flap and combined neck with double Velcro closures. Sizes are 4’6" to 7', and the RRP is £79.95. The well shaped Elico Snowdon 300 Check Turnout Rug is made from a 1200 denier, waterproof, ripstop, breathable outer with similar non-leak additions. With 300g fill for colder weather, it shares fastening types with the Quantock. In smart black check, sizes are 5’6" to 7ft and the RRP is £67.95. The Elico Snowdon Check 300 Combo Turnout Rug, with integrated neck cover, has an RRP of £84.95 t Jenkinsons 01924 454681
36 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
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Padding? Get stuffed!
Putting pads under saddles will always be a compromise, says Sue Carson. Padding is completely alien to the concept of ‘close contact’.
I
f a horse's saddle fits correctly, you don't need a thick saddle pad, half pad, gel pad or any other pad. However the use of a thin saddlecloth or numnah is the equine equivalent of a pair of socks in our shoes and sensible. What’s more, saddles should be checked and adjusted with that same thin saddlecloth between it and the horse. Too few owners check their saddle fit often enough, and
horses do change shape all the time. The upshot is that many can't resist the temptation to add a pad or two, often without knowing why they're doing it! Putting any pads under a saddle is like wearing thick socks with wellies a size larger than usual; you've got to leave room to do it. Wear those socks with your going-out shoes and they'd be too tight and very uncomfortable. Pads also move the saddle and the rider further away from the horse's back, therefore decreasing its stability. This is definitely not
how to improve performance and is completely alien to the concept of 'close contact'. If saddle panels are very firm, some people like to use gel pads to 'soften' them. But there is now pressure testing research data suggesting that gel pads can cause a different problem because they put pressure on the spine. Using gel pads, foam shims or similar to compensate for the lack of flexibility in fixed saddle panels, or to put in corrections for changes in the horse's shape, is just like those thick socks. And, from my experience, it’s potentially more likely to compromises performance than enhance it. If you pad up any saddle, you are not allowing room for the muscles to move and, given the correct work, develop. Far better to go back and fit a saddle correctly to that horse, which at the higher levels should mean a bespoke tree and panels for the horse and bespoke blocks for the rider. This will ensure the rider can sit in balance above the horse's centre of gravity with their legs in the optimum position to influence the horse for maximum performance. Going back to flocking, air is so much better in every respect. Not only does it move with the horse's movement, air 'cushions' the movement of the rider relative to the horse, so helping a horse to use his back efficiently and develop his musculature. Whatever the discipline, performance just has to be
better if the muscles can be used without any compromise. Air flocking is also more straightforward to adjust for the saddle fitter, making it easy to ensure that saddle fit is correct.
Saddle for every horse? Should a rider have a saddle for every horse? In an ideal world, yes - and many of the leading professionals do. But in the real world, I accept that not everyone can afford to do that and it isn't always practical on yards where horses come and go frequently. Where horses do share a saddle, I can't see any sense in choosing one without air flocking. Provided the tree is the correct size, the inherent flexibility in the panels will minimise potential problems, including discomfort for the horse. Pads or half pads are not
Too few riders check their saddle fit often enough. the best way to change the fit of a saddle for different horses and will inevitably compromise both muscle development and performance. There may be a place for some types of pad as a short term fix, but using them will always be a compromise.
ABOUT THE AUTHOR
Air flocking is more straightforward to adjust for the saddle fitter.
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SUE CARSON is the managing director of the business she founded, Sue Carson Saddles. She trains horses and riders in dressage, has competed up to international grand prix level and is a List 1 British Dressage judge. Sue became involved with her family’s horse dealing business when she was nine and later worked in the family tack shop. She has been saddle fitting for 25 years and acts as an expert witness in equine legal cases. EQUESTRIAN TRADE NEWS SEPTEMBER 2014 37
Jobs for the boys (and girls)
ETN meets recruitment guru Emma Dyer, founder of Equine Careers.
I
t’s not what you know, but who. Contacts are everything when it comes to job hunting in the equestrian industry. That’s why an equestrian trade gathering minus Emma Dyer is rare. She’s there, unobtrusive but pleasant, watching and waiting. She’s the industry’s people watcher, jobs broker and career maker. “I mentally tag people I see making an effort,” she admits. Emma knows how hard it is to break into what’s sometimes seen as a clique because she’s been there and done it. “As an equine enthusiast, I wanted a role encompassing my passion but using my brain, aside from the obvious and more practical grooming or teaching,” she says. “Now I’m always encouraging candidates and students to network, mix in the right circles, perhaps work
It’s no good working in Tesco or the local pub because you won’t meet the right people. in a local saddlery or help on a trade stand at shows. “It’s no good working in Tesco or the local pub because you won’t meet the right people.” After graduating in business studies, Emma worked for a high end estate agency. Here she was “trained to within an inch of my life” in customer service and negotiation. After six years, she moved to McArdle Equestrian Surfaces to oversee the company’s sales and
Improve your chances... Emma’s tips for job hunters ● Get a degree; it’s a yardstick of your ability. A good dissertation can be your testimonial. Equine science and business management are useful subjects. ● It's all about your work experience, secure a placement that will be of use not only on your CV but relevant to your end goal and making invaluable contacts along the way. ● Face to face interaction counts. Volunteer to work in a tackshop or on a trade stand. Are you a member of your local riding club and do you help organise events? This is crucial information to include on your CV. Utilise contacts you've made along the way. ● Be careful what you post on social media. Yes, I do check people’s Facebook pages if necessary, and you’d be amazed what’s in the public domain. I vet candidates all the time, every phone call, every email...and sometimes my social media findings confirm my suspicions. ● When applying for jobs pay attention to what’s being asked and provide accurate replies. Too many candidates don’t follow simple instructions. ● Get your CV up to scratch and make yourself look brilliant. Equine Careers can give yours an overhaul for just £25. ● Students, don’t apply too early. If a role is being advertised now, they want a candidate to start now; it’s no good applying if you can’t start for another few months.
From stable to desk
Industry involvement: Emma Dyer (left) presents the Equine Careers sponsored Sales Representative of the Year to Anna Rankine during the BETA Business Awards.
38 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
On reaching a certain age, many in traditional outdoor equestrian roles seek the comfort of an office. They undoubtedly have the equine know-how, but how easy is it to make the transition? “Employers want people who understand ‘horsey culture’ but they want a dedicated member of staff first and foremost. They definitely don’t want someone rushing off at 5pm to do their horse,” said Emma. “Top level grooms are often used to a managerial role and competition riders are often well placed to sell high end product to end users. “But many find a sedentary role challenging when they’ve been used to a practical approach. Learning IT skills and pressure from phone calls and emails also requires a different mindset.” Older candidates usually find the transition easiest.
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The transition from stable yard to office desk can be challenging. (Photo courtesy Fynalite)
marketing. “I loved that job,” she says, “it was horsey but I was using my brain.” When Emma was made redundant in 2008 and began seeking a similar role in an office/admin/managerial based equestrian role, she drew a blank. So she set up Equine Careers for others like her. Originally Equine Careers was to be an advertising portal, but it’s the recruitment side – matchmaking companies and applicants – which is also popular. And now she’s making a living from it. “In a difficult climate, it took a while; but we've turned a corner to see business strengthen,” she added. A breakthrough for Equine Careers was winning a BETA International Innovation Award in 2010. “I wouldn’t be where I am now without the help of BETA, BETA International and ETN, it’s such a hub of contacts and
support,” says Emma. Since the launch of www.equine-careers.co.uk, developments include a facility for companies to upload their own vacancies to the Equine Careers website and a sales agents’ database. Clients also love to talk. “That’s fine with me,” said Emma who’s a wonderfully patient and polite listener. “Very often, it’s not just about finding out what skills a candidate can offer, but assessing their personality and matching them to a company.” Head hunting is not a term she favours. “I never act in a ruthless way,” she says.
I vet candidates ...sometimes my social media findings confirm my suspicions. “I can’t stop people from applying to advertisements, but I’d never steal staff from companies as I hope to do business with them too. I'm in this for the long haul and that's no way to encourage repeat business." “Likewise, some companies want their recruitment to be done ‘under the radar’, while others like the exposure that advertising brings.”
Networking with the right people is essential to enter the jobs market.
www.equestriantradenews.com
Emma Dyer, founder of Equine Careers: “I mentally tag people I see making an effort.”
State of the jobs market In a word, it’s buoyant. “Vacancies are being filled and jobs that have been in the pipeline for a while are coming to fruition as there seems to be more confidence in the economy,” says Emma, adding that much of the movement is internal. “It’s an industry you need to understand, so people tend to stay within it. Sales people have an understanding of their market and an established base of contacts. “If an employee has their heart in the role, they will try harder and stay in the role longer - good for both customer relations and the image of the brand they represent. “However, this makes it hard to come in as a newbie and equally may be making it too difficult for fresh talent to join us.”
Job factors ● Men and woman stand equal chances when job hunting in our industry, says Emma. In sales, women come over better on the phone, while men have tougher skin to take the knock-backs. ● Surprisingly, age isn’t an issue. Some companies like to train their own, so want inexperienced people. Others feel positive about the experienced, mature candidate. “Commitment, reliability and common sense are qualities offered by more mature candidates.” ● Salaries are on the rise. “They seem to have increased recently and with more jobs available, candidates are in a stronger position to ask for more money. Snap up a good candidate quickly - or someone else will,” said Emma who reports the average rep being on £20,000 to £30,000 with on target earnings of up to £40,000 dependant on the product. Selling high end clothing, where the margins are higher, is tough but can pay more. ● Lots of people want part-time jobs, but there are hardly any about. ● Emma has noticed a trend for young people to aspire to set up their own businesses. “Younger candidates are not afraid of going it alone in this industry; some feel it’s the only way to break into our world. The trick is to be innovative, we've seen enough online retailers.” ● Retailers rarely use recruitment services to source shop assistants, preferring to rely on their immediate local market. But in a sector where customer service is so crucial, perhaps they’re missing out? ● And the hardest job in our industry? Becoming an agent... “So many people think they can do it, but you’ve got to be so tenacious - and know your market. You might get a few good sales, but your agency could be slow paying up or can’t sustain orders. Initially you'll need to be self sufficient covering your own costs, petrol for example, and not be afraid of driving a lot. It’s really hard work and there’s so much to go wrong.” EQUESTRIAN TRADE NEWS SEPTEMBER 2014 39
ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. The features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine. AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming an SQP, visit www.amtra.org.uk
Good equine worming practice By Rachel Mallet BVM&S MRCVS Bimeda Veterinary Manager Scotland There are many aspects to good parasite control in addition to worming. But firstly, it’s important to know about the different species of worm that can infect a horse, how dangerous they are and how to treat them appropriately. Small strongyles: The most common worm is the small strongyle - more commonly known as the red worm (cyathostomin spp). When ingested, the larvae burrow into the lining of the intestines. They can develop and re-emerge to continue the life cycle, or stay in a state of hibernation in the intestinal lining - hypobiosis. When temperatures increase in the spring, these hypobiotic larvae can all emerge at once causing severe damage to the intestinal wall which leads to serious problems such as weight loss, diarrhoea, shock and ultimately death. One of the biggest challenges we face with the small strongyles is anthelmintic resistance. Also we cannot directly test for the presence of hypobiotic larvae in the intestinal wall and only certain anthelmintics will treat these hibernating parasites. Large strongyles: The large red worm (strongylus vulgaris) is a very serious parasite but is thankfully no longer very common. These eggs are ingested by the horse and once hatched they burrow into the walls of the gastrointestinal tract. Migration through the blood vessels occurs, until mature, and can cause massive internal damage and colic before they return to live in the intestinal wall. Tapeworms: Most horses will be exposed to tapeworm eggs and infection is common in the very old and the very young. Heavy infection can result in ulceration, colic, obstruction, rupture, anaemia and unthriftiness. Light infection is common and, if limited, unlikely to produce any clinical signs. The eggs are encased within segments (proglottid) meaning they will not show up on a faecal worm egg count (FWEC) even if infected. As a result, the option is to assume infected and treat periodically (autumn and summer) or request a tapeworm antibody blood test from a vet. Ascarids: The large roundworm (parascaris equorum) is a problem for young horses. As they have a naïve immune system, infection can reach high levels very quickly. Once ingested, the larvae migrate to the liver, through the lungs and back to the intestines. This can cause a great deal of internal damage and can result in weight loss, pot belly, intestinal obstruction, colic and death. Oxyuris equi: The pinworm is a relatively harmless parasite which lives in the large intestine and passes out of the anus to lay its eggs. No eggs will be found on a FWEC. It can cause severe itching around the anus which can occasionally lead to self-trauma. Bots: The bot (stomach worm) is not a worm but a species of fly. Once ingested, the larvae hatch in the mouth and burrow into the gums/tongue where they will spend one month before 40 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
emerging and being swallowed. To develop, the larvae must burrow into the stomach lining (where they spend eight to ten months), are then passed out via the faeces and will hatch in the summer. Significant trauma to the gums and ulceration of the stomach can occur following infection.
CONTROL OF PARASITES Good equine worm control is achieved by good pasture management, good knowledge of the parasites, regular FWECs, strategic dosing based on the results and time of year. Minimising resistence and maintaining refugia (see ‘how to minimise resistance’) are closely related to good management factors and are extremely important in parasite control for elimination of current infestations and prevention of future problems. Pasture Control: To minimise the burden of worm eggs/larvae in a grazing area, it’s important to manage pasture well. Most important is regularly to clear horses’ faeces away to prevent reinfection by physically removing the parasites. Never fertilise horses’ grazing with equine manure as this will likely introduce parasites onto pasture. Rotate horses within the field by confining them to a section, and periodically vary to try and break the life cycle of the parasites. Once horses have been wormed, don’t immediately move them onto clean pasture; allow them to excrete all parasites and then move. Grazing horses with other species (such as sheep) allows some of the horse parasites to be ingested and destroyed. Faecal worm eggs counts (FWEC): Ideally FWECs should be carried out eight to ten weeks after the last anthelmintic dose or after the last FWEC determined no need for anthelmintic control. This is important as we don’t want to administer unnecessary anthelmintics as it helps promote resistance. When reading FWECs, as a rule, less than 200 eggs/gram means no
Worm species
Identifiable via FWEC
All Immature worms of all classes below
no
Large Strongyles
yes
Small Strongyles
yes(although potentially serious hypobiotic larvae not diagnosed)
Migrating Strongyles
no
Bots
no
Lungworm
no
Ascarids
yes
Tapeworm
no
Pinworms
no www.equestriantradenews.com
TREATMENT
Spectrum of action of various wormers
It’s important to treat the right parasite with the correct amount of the most suitable product. Knowledge of lifecycles and spectrum of activity of the various wormers are just two of the important factors that must be borne in mind when deciding on the correct product and active. Also remember to advise clients that in cases of suspect resistance, there’s no point changing brands for a similar product with the same active. Macrocyclic Lactones
Pyrantel
Large Strongyles
+
+
+
-
Small Strongyles
+
+
+
-
Migrating Strongyles
+/-
-
+
-
Bots
+
-
-
-
Lungworm
+
-
+
-
Ascarids
+
+/-
+/-
-
Tapeworm
-
+
-
+
Pinworms
+
+
+
-
competition, resistant parasites thrive. ● Treating with the incorrect anthelmintic choice: the parasite must be exposed to the correct drug to kill it.
HOW TO MINIMISE RESISTANCE Maintain susceptible populations: In order to minimise resistance, we must maintain ‘refugia’. In other words, it’s important to allow a population of worms susceptible to anthelmintics to remain in order to compete with the resistant worms. This lowers the resources available to the resistant ones and dilutes the susceptible parasites that will be passed on. If we remove all the susceptible worms, the resistant ones would be able to thrive and pass on genes for resistance. Equine advisors cannot ignore this important concept of refugia
action is required. More than 200 eggs/gram suggests we should treat with the type of egg identified guiding the anthelmintic choice. Not all parasite worms can be identified by an FWEC. So, while being an indispensable tool in parasite control and anthelmintic resistance prevention, it cannot be relied upon on its own to diagnose all species and stages of worm burdens. Therefore SQPs must have a good knowledge level to be able to impart timely and good advice to horse owners
Fenbendazole Praziquantel
ANTIPARASITIC RESISTANCE That parasites can become resistant to certain worming treatments is a growing concern. We are currently seeing evidence of anthelmintic resistance in small strongyles, large roundworms and also in pinworms. Resistance means that the parasite is no longer killed by dosing with an anthelmintic that would have previously killed it.
What promotes resistance? ● Genetic mutations which can allow the parasite to tolerate anthelmintics. ● Biology: faster life cycles and the number of eggs produced can influence how quickly resistance can occur. ● Anthelmintic dose: if under-dosed the parasites can ‘learn’ to tolerate the drug and develop resistance to it. ● Treating too frequently: this means that susceptible parasites are wiped out leaving only resistant parasites. With no www.equestriantradenews.com
Avoid too frequent dosing: When using anthelmintics where not required, we actually do more harm than good and help the resistant population to thrive. This is why it’s so important to carry out regular FWECs to ensure that we are selecting the correct active ingredient to control the parasites identified. The great worry is that eventually all of the drugs we have may one day be ineffective - and we currently have a lack of novel anthelmintics as back-up. Long acting vs short acting wormers: While long acting wormers are useful for owners, there is some controversy over their use. An FDA advisory body found that long acting drugs can select for resistance in populations more quickly than short acting drugs.(1)Long acting wormers should be used with care and should not be seen as the complete answer to parasite control. Worming to weight: FWEC results determine what anthelmintic (if any) is required to treat a horse based on the number and different types of eggs found. You must also treat accurately for a horse’s weight because under-dosing can promote resistance. If no weighbridge is available then a weight tape is the next best option. In summary: to affect good worm control, different approaches should be incorporated. Worming too frequently is very harmful in the long run. Surveillance is the best tool to keep horses healthy and minimise the risks associated with parasites. But please bear in mind the limitations of FWECs. Nothing beats a good knowledge of the parasites and keeping abreast of the epidemiological situation and all new developments in the area. References available at www.equestriantradenews.com
See page 42 for the CPD quiz EQUESTRIAN TRADE NEWS SEPTEMBER 2014 41
SELECT YOUR ANSWERS AND TICK THE BOXES
7. Ivermectin will treat: A) Lungworms B) Large Strongyles C) Both of the above
1. Use of long-acting wormers …? A) is always useful B) Should be considered carefully C) Should never be used
8. Which of the following are identifiable via FWEC? A) Hypobiotic Cyathostomes B) Ascarids C) Pin worms
2. Grazing with other species will…? A) Increase parasite burden on the pasture B) Decrease parasite burden on the pasture C) Have no effect on the parasite burden on the pasture
3. Resistance has been documented in which equine worm species? A) Small strongyles B) Large roundworms C) Both of the above 4. Praziquantel is: A) A broad-spectrum wormer treating all species B) A narrow spectrum wormer treating only tapeworms C) None of the above 5. Which equine worm can hibernate in the lining of the intestines (hypobiosis)? A) Pinworm B) The Tapeworm C) Cyathostomes 6. Why is it important to give a horse the correct dose of wormer? A) You could over-dose the horse and make it ill B) Under-dosing promotes resistance C) Neither of the above
✁
9. Refugia is important because: a) It allows the owner to plan for a anthelmintic free parasite control program b) It allows an anthelmintic susceptible population of parasites to develop c) If we remove all the susceptible worms the resistant ones will not be able to thrive
TWO CPD POINTS Full name ..................................................................................... Company name/address .............................................................. Email ........................................................................................... Telephone number........................................................................ SQP number ................................................................................ Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW. FIND IT ONLINE: ETN’s SQP CPD features are also available at www.equestriantradenews.com If you submit answers to the quiz online, please do not submit them by filling out the printed form as well – and vice versa.
Wise up on worming Despite most owners understanding its importance to good horse management, the majority still need guidance on the what, when and why of worm control. ETN finds out how one leading animal health company is responding to the need for knowledge in a new climate.
Brands of wormer can no longer be promoted to the public. This means SQPs have an ever more important role to play. 80% of owners choose their vet or SQP at their local tack or feed store for worming advice.
A
ccording to the British Riding Clubs (BRC) Horse Health survey[1], commissioned by Zoetis and conducted earlier this year, 59% of horse owners said they had ‘some confidence’ or ‘no confidence at all’ that they fully understand current worming requirements and advice. Following new legislation that came into effect last year, the ways in which product specific information on prescription-only animal medicines such as wormers can be communicated have changed. Brands of wormer can no longer be promoted to the public. This obviously restricts horse owners’ access to information on worm treatment options. In so doing, it should encourage more www.equestriantradenews.com
active requests for non-partisan advice from trained professionals when they make the decision to purchase worm control products. This means SQPs have an ever more important role to play in making sure horse owners make the right worming choices for their horses. In fact the BRC Horse Health survey shows that horse owners are keen to find out more from their vets and SQPs. When asked where they would prefer to go to gain further advice on worming more than 80% chose their vet or SQP at their local tack or feed store. To help SQPs stay up-to-date with the latest knowledge and to dispense it efficiently and accurately, experts at Zoetis are continually building and updating their educational toolkit across various communication platforms. “We all need to work together to help protect the efficacy of the limited worming products we have available,” says Wendy Talbot, equine vet at Zoetis. “Our support and advice pivots around our popular and easy to follow Manage, Test, Plan, Dose initiative. It includes in-store literature, online advice, CPD, dedicated technical advisors, our Stablemate App and regular educational campaigns across print and digital media. All of which make it easier for you to help horse owners to understand the modern principles of worm control and how to slow resistance.”
Using wormers responsibly The Manage, Test, Plan, Dose campaign emphasises the importance of using wormers responsibly, explaining that if they are used too frequently or unnecessarily their effectiveness in controlling parasites could be reduced (known as resistance). Through the logical themes of Manage, Test, Plan and Dose, the campaign explains which parasites need controlling and why; how to manage the worm challenge on the pasture; the importance of regular tests to assess worm burdens; how to plan the best worm control programme by assessing the horse’s history and regime and how to dose with the right wormer at the right time. Under the umbrella of Manage, Test, Plan, Dose, Zoetis generates logical, seasonal advice from how to tackle encysted small redworm, tapeworm and bots in the late autumn/early winter to the role of faecal worm egg counts during the summer.
Weigh before worming The company’s latest message is based on the importance of weighing before worming to ensure accuracy of dosing. With horses appearing to be getting bigger, and many now weighing more than 575kg, it seems that larger syringes are becoming more and more relevant. “Under-dosing can cause resistance to occur, as can too EQUESTRIAN TRADE NEWS SEPTEMBER 2014 43
frequent dosing or the use of a wormer to which there is already significant resistance,” explains Zoetis vet Wendy Talbot. “Dosing accurately, according to weight on a ‘need to’ basis, by using regular faecal worm egg counts, is key to managing the issue of resistance in our horses. “Simple things like knowing the weight of the horses that you wish to treat before purchasing your wormers can ensure that you have enough product to dose accurately in each case.” Worming larger horses often meant the inconvenience of two syringe insertions for these horses, or risking under-dosing. However now that Zoetis’sEquest and Equest Pramox are both available in cleverly designed 700kg syringe doses, it is easier and more cost-effective for your clients to worm larger horses accurately with just one application.
Help on offer • The Zoetis educational toolkit includes a practical worming booklet for horse owners, a technical guide for advisors and a clever prescribing aid for SQPs to make it easier to give accurate, on-the-spot advice to customers. • The website www.wormingyourhorse.info contains relevant information for both you and your customers. There is also a separate website about encysted small redworm at www.esrw.co.uk. • A short video explains the threat of encysted small redworm and how to minimise the risks. Owners can then test their knowledge with the quick quiz and download a leaflet, before discussing the best treatment options with their vet or SQP. • Horse owners can also download Stable Mate, the horse health management App from Zoetis from the iPhone App Store and Google Play Store: text Stable Mate to 80800 to download [2]. • Zoetis has a large support network to answer SQP queries ASAP (customer support line, account managers, national equine veterinary manager) and offer engaging CPD presentations through their sales team.
“Dosing accurately according to weight ...is key to managing resistance in our horses,” says equine vet Wendy Talbot. (Photo: Steve Bardens)
Further information is available from Zoetis UK Ltd, Walton Oaks, Dorking Road, Walton-on-the-Hill, Tadworth, Surrey KT20 7NS www.wormingyourhorse.info
1 The British Riding Clubs Horse Health Survey, commissioned by Zoetis, was completed online by 559 horse owners in the UK, during February 2014. The survey contained 21 questions on general horse health, care and management. 2 Standard network charges apply. By responding to this text you are consenting to your data being held either within or outside the EEA and processed by or on behalf of Zoetis to administer and manage any matters relating to Zoetis’s future activities or initiatives. For a full privacy policy visit www.zoetis.com
44 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
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Testing, testing . .and more testing Advances in testing for equine parasites are strengthening the case for worming only when necessary, says David Booth of analytics specialist Westgate Laboratories. He also spoke to ETN about why SQPs are in the vanguard of fighting wormer resistance. Why are people getting excited about a new equine tapeworm test? The EquiSal test was developed and is operated by Austin Davis Biologics at its laboratory in Northamptonshire. A specially designed swab is used to take a saliva sample which is tested for tapeworm antibodies. This very accurate, reliable test means that routine dosing for tapeworm is no longer necessary. In fact, routine dosing can now be limited to an annual dose for encysted redworm in the winter, plus worming for adult redworm and ascarids if a faecal egg count (FEC) shows a medium to high burden. The EquiSal test is carried out every six months and FECs every three months.
How many horses show a tapeworm burden? Early indications are that only 19% of horses tested have a tapeworm burden requiring treatment. So more than 80% of horses are being given unnecessary doses of tapewormer.
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More than 80% of horses are being given unnecessary doses of tapewormer. Can retailers stock the new EquiSal test? The EquiSal test is available directly from Austin Davis Biologics. It contains instructions and everything needed to take and send samples to the lab.
Can retailers stock worm count tests? The best approach is to team up with an established and experienced laboratory. Here at Westgate Labs, we offer a variety of FEC systems from a simple ‘count in a pouch’ to a bespoke service bearing your own logo. The tests offer good margins and EQUESTRIAN TRADE NEWS SEPTEMBER 2014 45
the back-up of our SQP advice line.
Why should we be trying to end regular worming? Resistance! If any species is exposed to a chemical, then its descendants will eventually build up a resistance to it. Consider such diverse examples as rat poison and antibiotics. The same is true with anthelmintics [wormers]. In many areas, the efficacy of benzimidazoles has been compromised because of repeated exposure to the chemical over many years. It’s essential that we only use wormers when there is a known worm burden.
I wouldn’t go to my GP and ask for a specific drug. Customers shouldn’t expect the shop SQP to give out medicine ‘on demand’.
Should we try to eliminate all worms from our horses?
immunity to them. It’s only when levels get too high that we need to intervene with a chemical wormer.
It sounds ideal, like eradicating polio and ‘black death’ from the planet, but in reality there will always be worms. Horses can cope with low levels of parasites; indeed, a low level helps build
The banning of anthelmintic advertising to consumers means that in the long run we should no longer have horse owners
What is the SQP’s role in the future?
Taking saliva swabs to test for tapeworm antibodies is the latest tool in the quest to test rather than use drugs.
approaching the counter asking for specific wormers. Instead we’ll be able to look at the individual situation, ask about results of worm counts and tapeworm saliva tests - or sell them if they have not carried them out, and then decide if it’s appropriate to prescribe a wormer. I wouldn’t go to my GP and ask for a specific drug; customers shouldn’t expect the shop SQP to give out medicine ‘on demand’.
What will the next ten years bring? Watch this space! Hopefully we will see the development of a simple test for encysted redworm along the lines of the EquiSal tapeworm test. Encysted redworm represent the only blind spot in our testing regime and such a test would allow us to build up a complete picture of our 46 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
horses’ worm burden. This in turn would enable further reduction in the use of anthelmintics, prolonging their useful life into the future.
Can I ignore this testing approach to worming? No! Giving out wormers without evidence of a significant worm burden is accelerating the development of resistant strains. SQPs and vets are the only line of defence preventing over-use of drugs and it’s important that you are not the weakest link. Targeted worming is not quite as straight forward as giving a dose of wormer every three months, but it’s not rocket science. Help is always available on the number below during office hours. t Westgate Laboratories’ SQP helpline 01670 791994 www.equestriantradenews.com
• Wholesaler Westgate EFI has taken on two
new area managers. Phil Maw, who has worked for his family’s business, Stockport based Goyt Mill Saddlery, for the last 13 years, is covering the Midlands and central England. Jane Fuller started her working life as office junior at Westgate before moving to the purchasing department. She subsequently worked as assistant manager at Scats, Canterbury before going on the road for Matchmakers International and Zebra Products. Jane returns to Westgate EFI as area manager for the south and south-east Meanwhile, Kate Taylor has become an agent and will represent Zandona, Exo-Glo and Manfredi on behalf of WEFI which has exclusive UK distribution for all three brands. Kate has previously sold Gatehouse Hats.
• Rachael Hollely has been
appointed acting editor of Rider, British Riding Clubs’ (BRC)membership magazine, following the departure of longstanding editor Maggie Smith. Rachael has worked for BRC for five years, initially in the competition department and then in media relations. Rachael is pictured with Bertie who belongs to a friend. She enjoys hacking and often acts as a volunteer cross country commentator and controller at events.
• Bliss Bedding has recruited Michael
Yates as regional manager for southern England. Michael has previously worked with Snowflake woodshavings, Wahl clippers and Global Herbs. “Michael’s dynamic and innovative approach to sales is a fantastic fit for the ethos of the company,” said Bliss Bedding’s managing director Graham Stubbs.
• While Zebra Products’ managing director Simon Middleton was jumping clear cross country at the Festival of British Eventing, presented by BETA at Gatcombe Park, his PA Abigail Unwin was winning at the British Riding Clubs Animalife Horse Trials Championships. Abigail was riding Lunar Vision, while Simon was competing in the intermediate championship with Shenanigan. “My boy was amazing, I’m thrilled,” he said. (Photo by Sebastian Oakley)
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• Former National Hunt jockey Padge
Whelan joins Dengie Horse Feeds as sales manager with responsibility for Ireland. After riding more than 120 winners, Padge graduated in equine management from the Royal Agricultural University, Gloucestershire. “Although injury forced me to hang up my boots prematurely, it gave me the opportunity to study,” he said. “My involvement with flat and NH racing yards has given me a wealth of hands-on experience and invaluable contacts.”
• Becky Brennan (left) has
been appointed UK north sales manager for Horslyx. Becky has previously worked as a theatre nurse and as an agricultural sales rep. She owns Rupert, a 12 year old gelding who she hunts, shows and show jumps. Also new at Horslyx is export manager Jonathan Bagg (right). He has worked in the pet trade as well as for Spillers and more recently for NAF. Jonathan enjoys unaffiliated show jumping. Anita Watson leaves the company this autumn.
• Horse of the Year Show (HOYS)
organiser Grandstand Media has recruited a number of staff since moving to new offices at Stoneleigh Park. Elizabeth (Lil) Ellis, who worked on event sales for The Royal Show, has joined as commercial sales executive. Lil has a 24-year-old chestnut gelding whom she has owned for 18 years. Natalie Gudger is HOYS’ new press and PR officer. She enjoys showing and showjumping her gelding, Jack. Sally Unwin (pictured), also a keen rider, is the new commercial sales assistant. New operations manager for Horse of the Year Show is Jane Warmington. With a background in event management, she enjoys following National Hunt racing.
• Congratulations to Horslyx
product and sales manager Gillian Neill who married farmer James Wardle in the parish church of Kirk Yetholm in the Scottish Borders in July.
• Andrew Sherwood won an Apple iPad for being the Battles’ representative with the best sales of Norbrook’s Noropraz wormer since its launch last September. He’s pictured receiving his prize from Norbrook territory manager Sarah Frankin. Andrew has worked for Battles for 19 years.
EQUESTRIAN TRADE NEWS SEPTEMBER 2014 47
I’d put my shirt on it... There’s a whiff of economic renewal in the air as Savile Row inspired tailoring influences a new women’s capsule collection. ETN chats to Sue Br yant of the mysteriously named Freddie Parker. Sue Bryant, founder and designer of Freddie Parker.
ETN: What was your inspiration? Sue: My boyfriend is an avid horseracing fan and I was looking for a racing themed present for him, but couldn’t find anything. So I designed a shirt for him, and Freddie Parker evolved from there. I’d been working as a graphic designer in banking for more than 20 years and had always wanted to be my own boss. ETN: Who or what is Freddie Parker? Sue: My great-great uncle Fred Furnell Parker was a silversmith. In 1915, he was invited to the US to engrave the trophy for the Kentucky Derby. He travelled on HMS Carpathia - the ship which, three years earlier, had picked up Titanic survivors. Tales of Uncle Fred, his adventures and his equestrian connections have passed down through my family, so Freddie Parker was an obvious choice for my new brand. ETN: Who’s a typical customer? Sue: Obviously someone with taste...really anyone who loves good quality clothing and classic British design. The Freddie Parker logo features a racehorse and jockey; I love horses and I would say a large proportion of customers share my passion – even if it’s just an appreciation from afar.
ETN: How’s business so far? Sue: We exhibited for the first time at BETA International this year which resulted in orders from the Far East. I also took part in a UKTI trade mission to Hong Kong and Macau in March. It was great to meet other delegates from iconic brands such as Orla Kiely and Turnbull & Asser. ETN: What’s the thinking behind your women’s collection launching this month? Sue: Previously we sold our men’s ranges to women, but with fashion leading the way for slimmer silhouettes, we knew this was the right time to introduce our women’s collection. We had many requests for a ladies’ range at Cheltenham races last year. ETN: We hear you’re also moving into homewares ... Sue: My vision is for Freddie Parker to be seen as a luxury lifestyle brand which people would like to wear and have in their homes. It also gives me an excuse to get more creative! Many established brands started life as clothing lines then developed into other areas. We offer
retailers and their customers something which connects them with a desired lifestyle and ideology. ETN: Do you have any merchandising advice for retailers? Sue: Combine colours that work well together to help shoppers feel ‘safe’ and encourage them to spend more money by making life easier. Keeping rails uncluttered makes shopping more enjoyable and attracts more interest than over-crowded rails. Intersperse fashion items with pure equestrian items; our shirts are popular to wear with breeches. Put competitively priced gift ideas at the till point; lines such as our slogan mugs can boost sales as customers make last minute purchase choices. In terms of point of sale, we offer glossy posters and designer branded bags. ETN: do you supply the trade? Sue: Our main focus has been selling online, however we’re looking to expand our UK stockists. We offer competitive wholesale prices. t Freddie Parker 01689 851 279 (Photos by Leslie Bliss Photography)
His shirts are joined by hers this autumn.
48 SEPTEMBER 2014 EQUESTRIAN TRADE NEWS
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EQUESTRIAN TRADE NEWS SEPTEMBER 2014 49
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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. K DOWDEN T/AS ROOKERY STUD, MURCOT ROAD, CHILDSWICKHAM, BROADWAY, WR12 7HR, £99 POPLAR STUD LIMITED, BLDGS AND TROUGH, LODGE FARM, SHELFIELD, ALCESTER, B49 6JN, £204 SERVICESFIBRELOK EQUESTRIAN (A FIRM), GREEN ACRE FARM, HOP HILLS LANE, DONCASTER, DN7 4JX, £249 GILLIE'S EQUESTRIAN LIMITED, 141 ENGLISHCOMBE LANE, BATH, AVON, BA2 2EL, £1,902 NORTH DEVON EQUINE RESCUE, 1 ST MARY'S ROAD, BARNSTABLE, DEVON, EX32 7EY, £597 JB EQUINE LTD, RED BARNS FARM, TORONTO, BISHOP AUCKLAND, DL14 7RJ, £416 V STAINER T/AS LIVERY STABLES, HALLAS LANE, CULLINGWORTH, BRADFORD, WEST YORKSHIRE, BD13 5BU, £1,673 LAURA JARVIS-FERNELL T/AS COURT FARM FEEDS & SUPPLIES, COURT FARM BUILDINGS, BOW WOOD LANE, UPTON, SNODSBURY, WR7 4NQ, £2,088 GAMEKEEPA FEEDS AND SUPPLIES LIMITED, RADDLE LANE, EDINGALE, TAMWORTH, STAFFORDSHIRE, B79 9JR, £926 OLYMPIC HORSE FEEDS, SUITE 812, ANDOVER HOUSE, GEORGE YARD, ANDOVER, SP10 1PB, £448 H AND J QUALITY FEEDS LTD, 17 WOODVIEW ROAD, NEWHALL, SWADLINCOTE, DERBYSHIRE, DE11 0UG, £2,103 HANNAH JACOBS T/AS EQUIFEEDS, 7 POTTERIES LANE, CHILTON, OXFORDSHIRE, OX11 0TZ, £4,013 BREEZE HORSEBOXES LTD, 332 DEVONSHIRE HOUSE, 49 ELDON STREET, SHEFFIELD, S1 4NR, £5,185 TOM HARKER T/AS T&S HARKER HORSEBOXES, EDDIETHORPE FARM, STOCKTON ROAD, SADBERGE, DARLINGTON, DL2 1TB, £1,014