ETN (Equestrian Trade News) – February / March 2024

Equestrian Trade News February/March 2024 | Volume 48, No 2

SAFETY FIRST New season gear rule changes explained

Plus New products light up the market Earn AMTRA CPD points Meet the saddler supporting riding schools

ETN is the official media partner of BETA International

2024

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Editor’s comment Y et another international dressage rider has been named, shamed and suspended from competition over allegations of abusive training methods.

Sadly, this sort of thing has always gone on. But nowadays it’s filmed, shared and viewed around the world on social media – and it’s not a good look…

So where does all this leave companies who wish to – or indeed need to – sponsor equestrian sport?

How do you choose a rider? Or is it better to spread your risk and put your cash behind a competition or event?

Then there’s the question of which discipline?

Clearly, that will depend on what type of product or service is being promoted. But because association is everything in sponsorship, a judgement must also be made about which horse sport has the right image.

Currently, dressage seems to be branded the ‘bad boy’ of equine welfare. Years ago, it was the naughty show jumpers with their hedgehog skins (pity the poor hedgehogs). Eventing and racing feel the backlash when horses are injured or destroyed.

Amid all the outcry at the latest reports of abuse in a dressage yard, a social media post caught my eye.

It said: “Let’s support riders and sponsors of horses that are ethically trained and managed. Voice your concern to the sponsors of horses that aren’t [well treated] and walk away from their products.”

A small voice, maybe. But surely a growing trend.

Meanwhile, there are many, many riders and trainers, at all levels of all horse sports, who handle their horses with fairness and compassion. They might not be the most famous; but they deserve due

EDITOR’S COMMENT | ETN

Equestrian Trade News February/March 2024 | Volume 48, No 2

SAFETY FIRST New season gear rule changes explained

consideration when it comes to choosing who to sponsor.

Plus

New products light up the market Earn AMTRA CPD points Meet the saddler supporting riding schools

ETN is the official media partner of BETA International

2024

22-23 September NAEC Stoneleigh,

UK banner PRESS.pdf ETN Warwickshire, 210x65 cover

1

16/02/2024

14:21

Main Sponsor

Lots of glib things get said about customer service, usually by companies keen to tick the right boxes…

But what does ‘good customer service’ actually mean? Not letting customers walk all over you, that’s for sure… but how should the company behave?

When Phil Ghazala, founder of Verm-X, talked about his company acquiring Hilton Herbs (see News, ETN January), he mentioned “respectful customer service.” I like that interpretation.

When I compile ETN’s ‘Turn back the pages’ each month, it strikes me how much – and yet in many ways how little – has altered in our industry.

Many of the same names are still around, plus their off-spring, and several great brands are still going strong.

Monty Stuart-Monteith – who’s practically an equestrian brand of his own – muses on how the trade has changed when we put him ‘In the Hot Seat’ in this issue. A guaranteed good read!

The Paris Olympics open on 26 July. That’s only five months away… and it’s so exciting.

If there was an Olympics for equestrian products, the new Stubbs Shelfie would be a dead cert for a gold medal. It’s incredibly clever, colourful, has wide appeal, is relatable, affordable and well-made in GB. Find out more in Product News in this issue of ETN.

Liz Benwell Liz Benwell

Main Sponsor

Find out about the biggest

brand launch in a decade

Front cover:

This month’s all-action cover features top eventer Laura Collett. Safety is on many riders’ and retailers’ minds as the season gets underway; in this issue, BETA brings you the latest on standards and regulations.

Inset is the new Shelfie from Stubbs England, the spacesaving storage revelation for tack rooms, homes and tack shops. Find out more in Product News. Photo: Hannah Cole photography.

In this issue...

News What’s been happening?

4

Product news Latest launches

Safety feature Get up-to-speed on standards

40

12

People Who’s new, who’s moved?

Marketing matters How to launch a new product

44

18

In the hot seat With Monty Stuart-Monteith

For itchy horses Product gallery

46

20

Bench saddler of the month Meet SMS award winner

Footwear Product gallery

48

24

25 years of worm control

50

Retailer profile Deborah Hayward visits A1 Equine

54

Turn back the pages What ETN was reporting five, ten, 20 and 30 years ago

56

Better Business The role of magazines

57

AMTRA accredited RAMA CPD feature How to answer customers’ worming questions Feed focus Feature Gallery of low-sugar and low-calorie feeds www.equestriantradenews.com

26 32 36

Equestrian Trade News February/March 2024 | 3

ETN | NEWS

ETN NEWS

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com Advertising Managers Evie Edgar Email: etn@djmurphy.co.uk Tel: 01428 601031 Abi Cannon Email: etn@djmurphy.co.uk Tel: 01428 601028 Digital Manager Nicki Lewis Email: nickil@beta-int.com The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

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Traders like the look of event’s revised plan More than 100 trade stands have already booked as Blenheim Palace International Horse Trials unveils its revised site plan.

The event, scheduled for 19-22 September 2024, attracted more than 28,000 visitors last year, says organiser Stable Events.

Changes set to benefit traders this year include the introduction of a big wheel allowing visitors to view the estate and competition from the air.

Blenheim’s Food Walk has been moved to the shopping village; while the Blenheim Arena has been relocated to allow more room for stands in the retail area.

Sales manager Kate Walsh says changes to the site plan will “offer further opportunity for our all-important traders.

“We were thrilled with the feedback from shoppers at last year’s event and look to build on this further to give the Blenheim goer the ultimate equestrian, country and lifestyle experience,” she added.

Victoria Leabeater, marketing manager at regular Blenheim exhibitor Equine America, said: “The event has a great atmosphere and layout, and the organising team have always been incredibly helpful and accommodating.

We’re looking forward to coming back this year.”

According to the 2023 event’s visitor survey, almost half rated their overall experience as excellent and said they would recommend it to a friend.

Stable Events also organises The Game Fair which is at Blenheim Palace on 26-28 July.

First German company joins NOPS feed scheme

J. August Plambeck GmbH & Co has become Germany’s first feed company to join the BETA NOPS scheme.

The Brügge based manufacturer exports own-brand products as widely as Scandinavia and Africa - and now wants to collaborate with other NOPS accredited firms to help them expand beyond the UK. Plambeck has developed a packaging technology called fresh+ to

extend products’ shelf-life, something which assists international distribution, it says.

The company has been working with Robert Fowler of consultancy Smart Feed Solutions since 2020.

“We are thrilled to be the first horse feed company in Germany to join the BETA NOPS scheme,” says Mr Fowler.

“We look forward to collaborating with other [NOPS] scheme members

4 | Equestrian Trade News February/March 2024

to help them expand beyond the extremely competitive horse feed market in Great Britain and take advantage of the enormous opportunities that the rest of the world provides.”

The BETA NOPS scheme is designed to reduce the risk of naturally occurring prohibited substances in horse feeds.

To become accredited, companies undergo rigorous, independent scrutiny. www.equestriantradenews.com

NEWS | ETN

New sponsor for world champion LeMieux is sponsoring eventing world champion Yasmin Ingham.

“We are proud and excited to support Yasmin with the finest quality equestrian products,” said the brand’s managing director Dan Mahoney.

Yasmin added: “Riding, day in day out, long days competing and training, I need to feel comfortable, as well as look smart, and LeMieux definitely ticks those boxes.

“The same applies to my horses’ wardrobe – the regulation of their body temperature, comfort and durability, as well as looking smart is so important.”

Supplier marks anniversary with new launches Mackey Equestrian – which marks its 35th anniversary this year – is to celebrate by launching some limitededition own brand items.

The company was founded in 1989

by Ernest and Samantha Mackey and based in old buildings on their farm in Co Wicklow, Ireland.

They began as agents alongside manufacturing some nylon products by hand on-site. By 2000, production of their own-brand products was outsourced.

The following year saw Mackey’s warehousing move to a new purpose-built warehouse. By 2003, its manufacturing was done overseas and the first Mackey rug was in circulation.

The first colour print edition of the Mackey Equestrian catalogue was released in 2007/8. 2014 saw a major rebrand for the label.

In 2018, Monaghan based Agrihealth acquired the Mackey business. Today, Mackey Equestrian represents brands

Consumers’ top five feed worries revealed

Dengie has unveiled the top five concerns expressed by horse owners who contacted its feed helpline in 2023.

The top five topics enquired about were: 1. Promoting condition safely 2. Providing sufficient fibre for good doers without resulting in weight gain 3. Enquiries relating to gastric ulcers 4. How to extend or replace hay 5. Fibre feeds for horses with dental issues Enquiries relating to EMS (equine metabolic syndrome) were up by a third compared with 2022 and have tripled since 2020, says Dengie.

Last year also saw a 20% increase in questions about breeding and youngstock.

Helmet brand partners eventing  Thirty-five years on: the first and latest Mackey Equestrian catalogues.

including Mackey, Equi-Sential, Liveryman, leovet and Waldhausen Equestrian products available to the trade range from riding wear, riding hats, footwear, rugs and leatherwork to grooming equipment, healthcare, gifts and stable equipment.

“We would like to take this opportunity to thank all our customers for their continued support over the years,” said Sarah Davis on behalf of Agrihealth and Mackey.

British Eventing has named Charles Owen its official hat partner.

“The alignment with British Eventing is a perfect fit for us,” said the helmet brand’s CEO Dave Derby.

“We look forward to working with the team at British Eventing and sharing our knowledge as best we can to assist the riders that we both represent.”

Rosie Williams, chief executive of British Eventing, added: “We greatly welcome the opportunity to work with such a long-standing and highly respected brand whose commitment to safety matches our own.”

Photo: Cherieoconnor/Shutterstockcom

Feed firm backs the Irish Draught British Horse Feeds is supporting a ridden showing series for Irish Draught horses.

With 12 qualifying shows from March to June 2024, the British Horse Feeds Irish Draught Horse Society (IDHS) (GB) Ridden Championship will be at the Royal International at Hickstead on 27July.

The three-year series aims to highlight Irish Draught bloodlines which influence horse breeding across the disciplines. www.equestriantradenews.com

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Equestrian Trade News February/March 2024 | 5

ETN | NEWS

Tack fitting club to educate horse owners

The Society of Master Saddlers (SMS) has introduced a Fit for Welfare Club.

Its aim is to educate horse owners, riders and trainers on all aspects of correctly fitting riding and driving tack for equine welfare.

The impact tack fit can have on a horse’s way of going, as well as influencing rider position and safety, will be highlighted to club members via webinars, podcasts, offers from club partners, a quarterly newsletter and dedicated area on the SMS website.

There’s a one-off membership fee of £20. Members receive a welcome gift of Fit for Welfare Club goodies including a cotton bag, weigh tape and pen.

In addition, members pay a “small” fee each month to access new content on saddle fit, bridle fit, bits and bitting, anatomy and biomechanics, the latest research and to hear guest speakers.

Pet firm acquisition signals growth

Assisi Pet Care Group has acquired Burns Pet Nutrition for an undisclosed sum.

John Burns, the vet who founded the dog and cat food supplier 30 years ago, has retired.

Peter Mangion, founder and CEO of Assisi Pet Care, said the Burns Pet Nutrition team would be joining his organisation. “[This acquisition] is the first transaction since the recent investment in Assisi by Wind Point Partners and signals our commitment to execute on our growth strategy in the European pet care market,” he added.

Wider marketing brief

British Horse Feeds (BHF) and The Golden Paste Company (GPC) has extended its brief to JB Promotions (JBP).

The Cotswold based PR and marketing agency, owned by April Coate (pictured), has worked with the brands for a year and is now managing all their promotion and advertising in the equine and pet markets.

New tool identifies equine muscle loss

A new equine muscle wastage scoring guide will be invaluable for monitoring senior horses and ponies’ health, says SPILLERS. The guide is based on the Muscle Atrophy Scoring System (MASS) published by the University of Kentucky in collaboration with the makers of the feed brand.

Using diagrams, descriptions, and scores, it enables owners to identify muscle atrophy or ‘wastage’ in three key areas – the neck, the back, and the hindquarters.

It is suitable for all adult horses, and likely to be especially valuable as a

health monitoring tool for older equines.

“Although some degree of muscle wastage can occur with ageing, one of our more recent studies, in which we used the MASS, shows it may be exacerbated in those with an underlying clinical condition such as PPID (Cushing’s Syndrome),” said Sarah Nelson, product manager at Mars Horsecare, home of the SPILLERS brand.

“However, the guide also provides a practical way to assess and monitor muscle loss that may occur as a result of malnutrition, injury, poor saddle fit, some forms of tying up, and certain other conditions.”

The muscle wastage scoring guide can be found in the ‘weight management tools’ section of SPILLERS’ website.

“Biggest launch the equestrian space has seen in some time” Newcomer evoke is set to introduce a collection of riding helmets followed by an apparel range.

Experienced industry figures - CEO David Mitson and technical director Helen Riley - are behind the brand which is said to be getting a £3 million investment. evoke - which has been in development for three years – will launch its first classic-contemporary collection of riding helmets and jockey skulls, followed by a sleek, modern lifestyle and technical apparel range, in the spring/summer.

The brand says it will be offering an unparalleled range of helmets and jockey skulls rigorously tested to meet the most exacting standards reinforced by its own BSI (British Standards Institution) certification. The collections adhere to a variety of the safety regulations PAS 015: 2011, VG1, ASTM F1163-23, EN 1384: 2023 (pending), and carry their own voluntary prestigious British Kitemark to PAS 015, along with CE/UKCA certification. evoke says it is already working on the new EN:1384: 2023 standard, as well as selected styles being equipped with SNELL E2021; ASTM F1163-23/SEI standards and MIPS technologies.

The launch campaign includes an “industry first” helmet replacement policy designed to revolutionise how equestrian safety and style are communicated to riders.

“Fresh and new” Said Helen Riley, evoke’s technical director: “Our aim was to launch something the market hasn’t seen before, with the latest innovations and technology available.

6 | Equestrian Trade News February/March 2024

“I have a wealth of experience within the equestrian helmet and body protector sector and sit on the European standards committees, so making sure these helmets were the safest they could be was absolutely paramount.

“We are proud to have obtained our PAS 015 Kitemarks and BSI accreditations and have worked tirelessly with industry-leading designers to create something totally fresh and new. I can’t wait to see as many riders as possible wearing evoke.”

Working with retailers evoke’s CEO, David Mitson, said: “We are very proud to bring evoke to the market with what is set to be the biggest launch the equestrian space has seen in some time, with industry-leading guarantees and more to come soon after.

“We will only sell via our trusted retailer network and will work together with our retailers and our own team of experienced and respected sales directors to provide exclusive programmes as well as equipping them to educate and inform each rider to make the best possible choice available to them. With full strategic transparency our partners will receive support that is second to none.”

Hayley Herron is one of evoke’s sales directors.

“Every major retailer I know says the same thing: ‘We need something new, exciting and that isn’t discounted a few weeks later,’” she said.

“With the unrivalled support we bring to the industry, and a fresh and modern outlook of how to support our retail partners, I can guarantee we are bringing what this industry has been needing for years.” www.equestriantradenews.com

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ETN | NEWS

Feed brand changes hands

Organic and herbal horse feed brand Thunderbrook has been acquired by Pavo, ForFarmers’ organisation in the equine sector.

Pavo sells feed and supplements to more than 30 countries. Last year, Thunderbrook had a turnover of £3 million.

Pavo and Thunderbrook develop their own products but outsource feed production to ForFarmers and third parties.

The acquisition will give Pavo access to Thunderbrook’s extensive distribution network of wholesalers and retailers in the UK and Ireland, as well as its strong online presence.

“We are very pleased with the acquisition of this unique brand, which fits well within our ambition to further expand Pavo’s leading international market position,” said Pavo director Aart Freriks.

Thunderbrook’s founder Dr Deborah Carley added: “Having developed Thunderbrook from an original concept, hand-mixing feeds in small batches to an estimated £3 million turnover thriving business, I and my team are pleased to pass the reins over to Pavo to develop our natural and organic based horse feeds to the next level.”

ForFarmers UK Holdings Ltd has acquired 100% of Thunderbrook Equestrian Ltd’s shares.

Consumer show has new owner

Your Horse Live has been acquired by Kelsey Media from previous owner Bauer Media.

The deal, announced on 1 February, means the show and Your Horse magazine are now back in the same stable.

Kelsey took on publishing Your Horse in print and online from Bauer in July 2020.

This latest acquisition sees Emma Bedford remain as show director of Your Horse Live while Clare Hall continues as events manager.

“This is great news for Your Horse Live’s future with a new, forward-thinking owner who embraces consumer events,” said Ms Bedford.

“Clare and I are looking forward to working closer with the magazine again and continuing to bring our visitors and exhibitors the biggest and best equestrian shopping show in the UK.” Kelsey has also bought The Big One, the angling retail event, from Bauer.

Your Horse Live 2024 is at Stoneleigh Park on 8 - 10 November.

Household name in Equine Steamer, to be re-named administration Haygain.

- Servicing and support still available to hay steamer customers

Haygain Ltd went into administration on 18 January. The administrator is David Taylor of KRE Corporate Recovery.

As ETN went to press, there was no indication of whether the brand behind the famous hay streamers or its assets are to be offered for sale.

Haygain was founded in 2008 by the late Brian Fillery and his business partner Tim Oliver.

Together they had developed Propress Steamers as a new way to present clothes. For 30 years, their steamers transformed garments for top fashion brands to charity shops.

As a keen hunting and racing man, Brian’s equestrian interests led him and Tim to work out how to use the steaming concept to improve hay quality.

The equine side of the business took off following a study at the Royal Agricultural College into the benefits of steaming hay. Researchers had used what was then known as the Propress

Haygain sponsored the BETA Nutritional Helpline of the Year for many years.

In 2015, Propress Equine became Haygain Ltd. And by 2016, the company had secured North American investment. Haygain also acquired the Comfortstall padded equine flooring system.

By the following year, the firm announced it had quadrupled its turnover and had distributors in 25 countries.

Steamer servicing lifeline When ETN broke the news of Haygain’s demise, Propress Ltd was quick to point out that it was continuing to service the hay steamers – and had particular knowledge of the steam generators/boilers.

“We are sure that this once great British brand will be back in some form,” said a statement from Propress.

“In the meantime, we would like to assure Haygain customers that we will support them where we can with servicing and support of their steam boilers.”

Insurer looks to expand internationally

Agria has become the Official FEI Insurance Partner.

The agreement with international horse sports’ governing body, which runs until 2028, will enable Agria to take its equine insurance and digital veterinary advice services to more countries in Europe, says the company.

Agria currently operates in Norway, Denmark, United Kingdom, and Germany.

“Through our collaboration with the FEI, Agria has the possibility to connect

8 | Equestrian Trade News February/March 2024

with more equestrian stakeholders than ever before,” said CEO Agnes Fabricius (pictured).

Supporting the shows

Supreme Products has renewed its support of three major showing championships for 2024.

Battles’ equine preparation brand sponsors the Supreme Ridden Pony and Horse title at HOYS for a sixth year. It’s also backing the Supreme Ridden Pony and the National Pony Society M&M Working Hunter series at the Royal International.

“We want to support the showing community and help reward the hard work and dedication of riders,” says Supreme Products brand manager Laura Clegg.

“We have our trade stand at both shows, so competitors and spectators can stock up on their favourite products and see all of our new products.” www.equestriantradenews.com

NEWS | ETN

Welcoming new BETA members

A toy maker and equine bio-security provider are among the latest to join BETA, the trade body that’s represented equestrian manufacturers, distributors, retailers and related organisations for more than 40 years.

Firms must pass a rigorous approvals process to be accepted as BETA members. They are then entitled to display the association’s logo which signifies to consumers that they are reputable businesses.

BETA members are entitled to a range of benefits from legal and commercial advice to discounts on training courses and conferences.

“Many members have told us they have easily re-couped their subscription – and saved additional money – by taking advantage of the various products and services BETA offers,” said the association’s executive director, Claire Williams.

Companies to be approved for membership at the BETA Council’s most recent meeting are: Saddlekind, Marlborough, Wiltshire – saddler fitter (Retail member) Libbys Horse Tack & Dog Leads, Swindon, Wiltshire – mobile retailer (Retail member) Showtime Equestrian, Trim, Co Meath, Ireland – shop and mobile show unit (Retail member) Ergon Equine Ltd, Whittingehame, East Lothian – design, manufacture and distribution of saddle trees (Trade member) Bandai UK Ltd, Richmond, London – toy manufacturer and distributor (Trade member) Saledock, Halifax, West Yorkshire – EPoS, e-commerce and inventory solutions (Associate member) Weighed In Ltd, Loughborough, Leicestershire – mobile horse weighing and monitoring (Associate member) Ag Plus, Well Grove, Worcester – equine bio-security (Associate member) SRPR, Burwardsley, Cheshire – PR and marketing services (Associate member) Askham Bryan College, Askham Bryan, York - provider of equine courses (Associate member) University Centre Sparsholt, Sparsholt, Hampshire – provider of land-based courses (Associate member)

What a clever sponsorship idea…

A £1,000 prize is up for grabs at this year’s Eventing Spring Carnival – but it won’t necessarily go to the winner.

Instead, the cash will go to the highest ranked Lycettsinsured rider in the Grantham Cup which has been sponsored by the equine and bloodstock insurance broker since 2013.

The Eventing Spring Carnival commences at Thoresby Park in Nottinghamshire on 29 March.

Peter Knowles from Lycetts Sales and Marketing Director, said: “The new prize will add to the excitement of the day.” www.equestriantradenews.com

Equestrian Trade News February/March 2024 | 9

ETN | NEWS

American brand seeks distributor

Florida based equine grooming brand Shapley’s is looking for an EU distributor.

Marketing director Sally Stith Burdette says they particularly want help with label compliance as well as product distribution.

The company’s UK distributor The Mane Hub, is “still going strong,” she added.

Shapley’s manufacturing and bottling happens in the USA. It produces shampoos, conditioners, oils, sprays and cleansers.

New partnership in the business of authentic reviews

Review provider Feefo is offering discounted rates to BETA members.

“Feefo’s strength is only reviewing verified buyers,” says BETA’s Claire Williams. “We’re pleased to add their service to the long list of benefits available to our members.”

BETA member companies signing up to Feefo get one month free from the annual subscription and a 10% reduction on the monthly fee.

Feefo says it guarantees authenticity for its reviews thanks to its confirmedcustomer-only and post-moderation process.

“Honest customer feedback can not only boost a company’s reputation and social trust, but it can also provide invaluable insights to help shape business strategy and opportunities,” added Tony Wheble, CEO at Feefo.

“We’re delighted to help BETA members collect verified feedback from customers and leverage the wealth of knowledge that comes with it.”

Support for five-star eventer LeMieux is sponsoring international event rider Kitty King.

Kitty comes from a sporting family. Her mother Jane Boggis competed at Badminton and Burghley, sister Charlotte has played rugby for England and sister Lucy has represented Britain in athletics.

Kitty is married to former National Hunt jockey Ben King.

Why not branch out, just like this garden centre?

A wild bird food supplier – who has just helped a garden centre “put more product through the tills” – is happy to do the same for equestrian and country stores.

Here’s how it worked…

Flowerland, Iver, one of Buckinghamshire’s largest garden centres, has been re-layed in only two days thanks to Henry Bell & Co’s innovative vertical merchandising concept.

The initiative is designed to grow the number of customers purchasing wild bird care products, maximise the potential of in-store floor space and drive an increase in market spend.

This reconfiguration of merchandise has provided an attractive, effective 21-square-metre store-within-store, dedicated to a range of Henry Bell Wild Bird Care feeds and accessories.

All work was carried out by the brand’s sales team with ongoing support and guidance from the Henry Bell head office.

“Flowerland, Iver, has been a customer for four years and during this time we have worked closely with the store manager and his staff,” said Tony Clare, Henry Bell Wild Bird Care commercial director.

“We have grown to know them and their customer base extremely well and were delighted to implement the re-lay to boost the business’s sales and improve margin delivery.

“Our merchandising concept might be simple, but it certainly packs a punch, bringing some brilliant commercial benefits to customers who adopt it.”

Store manager at Flowerland, Iver, Jack Cox, added: “The Henry Bell sales team has done a superb job. We couldn’t believe how fast everything was – from start to finish in only 48 hours.

“The reaction from our customers has been extremely positive and we’re certainly seeing lots of the brand’s wild bird products going through our tills.”

Altered business model drives £6.8m turnover Harry Hall is reporting a predicted turnover of £6.8 million for the financial year ending 2023.

The West Yorkshire based company has seen an increase in revenue growth of 26% over the past 12 months, taking it to a total increase of 109% since 2020/2021.

A catalyst for growth has been the pivoting of its business model from a solely B2B operation to a B2C focus.

The change began at the end of 2017 when trade supplier Matchmakers International relaunched with a directto-consumer online offering.

Today, the Harry Hall One Club offers products, insurance and benefits such as free shipping to its 41,000 members.

Harry Hall is home to the Masta, Protectmasta, Caldene, Tottie, Harry Hall, Cottage Craft and Mastacare labels.

Says managing director Liz Hopper: “The last few years have been pivotal

10 | Equestrian Trade News February/March 2024

to the success of Harry Hall - realigning the business to become solely focused on serving the needs of the consumer and adapting to the changing landscape has been a key driver in the exceptional growth in our revenue.”

She added that new benefits and perks were planned as part of One Club membership “to further cater to the needs of our members and become a one-stop-shop for all things equestrian.”

This year will see the launch of a new Harry Hall app, plus a will writing service for One Club members.

 Liz Hopper: “Adapting to the changing landscape has been a key driver in Harry Hall’s exceptional growth.”

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ETN | PRODUCT NEWS

PRODUCT NEWS Mips helmet has “walletfriendly” price tag

Champion’s new jockey skull with an RRP of £149.99 is making Mips helmet technology available to all riders, says the brand.

The “wallet-friendly” Mips Pro Plus Jockey Helmet combines the Multi-directional Impact Protection (Mips) system, designed to reduce rotational forces on the brain in the event of a fall, with top-rated safety features.

It will appeal to new riders or experienced equestrians looking for a hat without a fixed peak, says Champion.

Indeed, the no-nonsense design is ideal for everything from lessons and hacking to cross-country schooling and jumping.

Champion designs and manufactures its riding safety equipment – including helmets, body protectors and back protectors for adults and children - in the UK.

Looking good in green

April showers can’t touch these breeches

Alpine Green is the latest colour to join Hy Equestrian’s Hy Sport Active collection.

The performance rider wear range includes moisture-wicking base layers plus matching horse gear such as saddle pads, boots and fly veils.

The collection is available in adult and young rider sizes for aspiring equestrian athletes.

“Alpine Green is such a gorgeous shade and we’ve found it suits everyone.

Perfect for boys and girls – young riders and adults,” says Hy Equestrian brand manager Rebecca Howsam.

Spring weather can mean chilly and rainy riding – which is where new Rhinegold Ladies Alaska Waterproof Winter Breeches come in.

Fully thermal and backed with a soft fleece, they’re also 100% waterproof.

The four-way stretch fabric offers maximum comfort and hold, there’s a full silicone non-slip seat and Lycra ankle ‘socks’ for comfort inside riding boots.

The breeches are finished with two large hip pockets and a small, embroidered Rhinegold logo to the left hip and to the rear of the waistband. The RRP is £89.50.

Rhinegold is exclusive to Snowhill Ltd.

Eye-catching new design Scrumptious carrots and cuddly rabbits feature in the latest rug design from Gallop – alongside the cute message ‘What’s up, Ponie?’

The fun pattern comes in rich burgundy with warm orange and luscious green highlights, giving the rugs an all-seasons look.

Indeed, with a 50g fill and Gallop’s unique 5-point detachable neck, the rug provides protection across many types of weather.

In true Gallop style, the rug has a great fit with adjustable front chest straps,

a generous shoulder pleat, adjustable cross-over surcingles and elasticated leg straps plus a wide tail flap.

“Every equine from mini-Shetlands to larger horses will look absolutely stunning, but more importantly stay protected from the elements, in our unmistakably Gallop, new spring print,” says Amy Drew from Gallop.

“Everyone will want one of these for their equine friends; those that do buy them will be the envy of the yard. Stock will be limited - making this another unique and unmissable buy.”

12 | Equestrian Trade News February/March 2024

www.equestriantradenews.com

New linseed feed has “really good price point”

EquiGlo Cooked Full Fat Linseed, new from Henry Bell & Co, is a nutritious, natural product suitable for all feeding regimes for condition, performance and general wellbeing.

The RRP is £21.99 for a 15kg bag.

It is made in the UK from linseed that has been micronised and milled to improve the availability of ingredients and allow higher digestible energy levels.

Low in sugar and starch, the feed is suitable for horses and ponies prone to laminitis, while its calorie-rich content helps equines to remain full and energised for longer.

EquiGlo Cooked Full Fat Linseed is BETA NOPS-approved, extremely palatable and a good source of slowrelease energy. It provides high-quality protein to support muscle development and recovery, and has an excellent fibre profile.

A good read: Back to school

PRODUCT NEWS | ETN

Rich in natural antioxidants such as vitamins C and E, and flavonoids to help support tissue structure, the feed also includes minerals and trace elements, plus essential fatty acids omega 3, 6 and 9 to promote glossy coats and healthy skin.

It can be fed directly from the bag, used as a top dressing or with EquiGlo Quick Soak 10 Minute Beet.

“We are delighted to introduce EquiGlo Cooked Full Fat Linseed to our collection of equine feeds and treats,” said Henry Bell trading director Simon Parker. “It offers retailers a fantastic opportunity to stock a quality supplementary feed at a really good price point.”

The new book 100 School Exercises for Teaching Riding by Claire Lilley is packed with ideas for dressage and jumping exercises for all levels of horse and rider.

There are handy hints and tips on using props in training, and how exercises can be combined for optimum learning.

The author, an experienced riding coach, explains exercises from the teacher’s perspective: what to look for, and key points to consider. This makes the 128-page paperback volume book a valuable resource for riding instructors and pupils alike.

Claire Lilley runs her own yard in Wiltshire, is a listed dressage judge and runs regular clinics in Sweden.

100 School Exercises for Teaching Riding (RRP £16.99) is published by Crowood Press.

Affordable transport solution Horse owners looking for affordable transport solutions might like the FlexiTow scheme from Equi-Trek.

For a £200 plus VAT monthly fee, they get use of an Equi-Trek Apollo horse trailer.

Flexi-Tow works on a rolling contract requiring just one month’s notice to cancel.

“This is particularly helpful for anyone that doesn’t want to get tied into a lengthy contract should their circumstances change, in an everchallenging financial environment,” says Equi-Trek.

Flexi-Tow includes a lifetime warranty for the duration of hire, all servicing and maintenance costs (excluding tyres) and insurance (T&Cs apply).

As if by magic…

Hy Equestrian has a fashionable new clothing range, the Enchanted Collection.

In a stunning purple with rose gold detailing, it comprises a rider base layer, riding tights, saddle pad, fly veil and head collar.

Clothing, in adult and young rider sizes, is made in a performance fabric with optimum breathability and flexibility. The horse gear coordinates with the clothing.

“The Enchanted Collection is a favourite within the office at Hy Equestrian,” says brand manager Rebecca Howsam. www.equestriantradenews.com

Easter fun Give your customers some hareraising Easter fun with this hoppygo-lucky limited edition hat silk from Equetech.

Designed to fit all skull cap sizes and some bike helmets, the clever cover is part of the Equetech Novelty Hat Silks collection.

The Equetech Bunny Burrow Hat Silk has an RRP of £16.95.

Equestrian Trade News February/March 2024 | 13

ETN | PRODUCT NEWS

“Put it on the Shelfie”

- New product makes space for everything…anywhere

Winning performers

The S/S ‘24 collection from British equestrian fashion brand Equetech is geared up for the coming show season.

The Wheatley deluxe tweed range applauds an exclusive new fabric in a stunning biscuit colour with gold and maroon overcheck.

With lead rein outfits and junior and ladies’ riding jackets available, this stunning range will catch the judges’ eyes for all the right reasons.

Also new from Equetech are stretch tweed riding jackets and waistcoats, wicking show shirts – including one with a concealed zip and crystal detailing – plus riding gloves and belts.

Where comfort meets style Rhinegold Ladies Pro-Stretch Breeches have a soft feel, thanks to the supercomfortable flexible fabric from which they’re made.

The hybrid style is as stretchy as tights but with a traditional structure.

There’s a full non-slip silicone seat and Lycra sock for added comfort inside riding boots.

Pro-Stretch breeches have two large hip pockets and two faux pockets to the rear. There’s a zip and double clip closure.

They are finished with an embroidered logo to the left hip and rear waistband.

The RRP is £84.50.

Rhinegold is exclusive to Snowhill Ltd.

The Shelfie, the latest innovation from Stubbs, solves that perennial problem of where to put stuff.

And the shelf-cum-hanger is not just a brilliant space-saving storage solution. It keeps big items plus bits and pieces easy-to-find, tidy, aired, off-thefloor and visible.

To understand how the Shelfie works, hold a jacket or bridle at the top as though you were about to hang it on a conventional hook. Then move your hand a few centimetres away from the wall. The lower part of the item still hangs against the wall, taking up no more room…yet at the top there’s space for something else.

Stubbs has filled that void with a container in which smaller items can be kept. Enter the Shelfie which cleverly combines a hanger with a shelf.

Each Shelfie’s shelf is 7.5cm wide with 4cm high sides to stop things falling off, even in transit. Installation is via just two screws.

home or horsebox, wherever stuff is needed to be on-hand.

The Shelfie is available in most popular Stubbs’ formats from colourful Stubbyfine-coated bridle and coat hooks to Retro pegs and racks in dark wood and steel.

Wherever it’s used, the Shelfie adds storage value – and stops things getting mislaid or lost.

• Hang up the dog leads – and put treats and poos bags on the shelf above.

• Tidy up errant headcollars and lead ropes – and pop hoof picks, brushes and fly spray into the handy space on top.

• Hang up those damp coats to dry – and slip gloves, hats and car keys into the tray above.

• Display bridles in-store – and show the latest tack cleaning products on top to encourage add-on sales.

The list is never ending…

The attractively-priced Shelfie has potential for sales to the gardening, DIY, home and pet markets, as well as equestrian.

Stubbs has some great downloadable images available to retailers for their promotions.

Infinite uses Like all Stubbs’ products, the Shelfie is made in Britain. It’s sturdy and has infinite uses from tack room storage to in-store display.

It works equally well in the

Lick gets a rebrand Rockies’ Magnacalm, the mineralised salt lick with magnesium to help support calm behaviour, has had a rebrand to align with the rest of the range.

The hard pressed 1.8kg lick also contains salt and dextrose to ensure consistent intake without molasses, says Rockies.

Magnacalm can be fed as a standalone, free access product. It doesn’t require a bucket feed to give it to the horse.

“We’re excited be able to share our redesigned sleeve,” said Apryl Biddle, director of Rockies.

“We’ve been reviewing all the products in the range to ensure that they feel part of the same family, and that people can then associate our specific style with the quality and value for money our products provide.”

14 | Equestrian Trade News February/March 2024

www.equestriantradenews.com

PRODUCT NEWS | ETN

All seasons style

The Casella ladies’ quilted jacket from Premier Equine offers refined styling and elite performance across the seasons.

In an imperial navy soft-feel fabric, the puffer style jacket’s silhouette is enhanced by tailored panels over the waist and hips. Water-resistant, half-length zips further tailor the fit.

This design allows for freedom of movement when in the saddle or doing horsey jobs.

Contrasting black water-resistant closures, cuffs and linings create sleek, flattering lines.

For warmth, the Casella has storm cuffs and a deep hood. It’s finished with a chrome PE badge.

Soft against the skin

The LeMieux Leather Dressage and Long Girth has a detachable Simuwool synthetic lambswool lining.

Made from soft leather, a D-ring allows for the easy attachment of training aids while the girth’s shape promises comfort and freedom. The straps are slightly elasticated.

The Simuwool lining prevents the build-up of sweat, says LeMieux, and is easy to wash and quick to dry, breathable, cushioning and great for sensitive-skinned horses.

Join the dots

Beautiful Blue is the latest colour to join Supreme Products’ Dotty Fleece collection.

The new hue features across a matchy-matchy set including a rug, boots, tail guard, head collar and lead rope, children’s onesie, saddle pad and ride-on saddle cover.

Beautiful Blue is the fifth colour in the range following Magical Mulberry, Noble Navy, Rosette Red and Pretty Pink. Rosette Red is a core colour, while all other colours are limited-edition.

Supreme Products is available from Battles.

Products born from a passion A love of showing and breeding Welsh ponies and cobs has been the catalyst for a range of show preparation formulations.

Sock Whitening Shampoo, Sock Whitening Conditioner (to enhance the brightness) and Deep Clean & Shine Shampoo are made in the UK by Uphill Equine Products.

www.equestriantradenews.com

“We used the concept of professional salon products to create items of the same quality, with the right pH for horses, that give quick, stunning, laboursaving results,” says business owner Tori Bearham.

Tori’s inspiration for Uphill Equine Products is her mother, Cathie Pearse.

As a young women, Cathie groomed for legendary show jumpers Paddy McMahon and Penwood Forge Mill. She later founded the Uphill Stud and has bred HOYS and Olympia prize-winners.

“Through all this, I’ve watched mum work tirelessly to produce clean horses,” says Tori.

Safety in motion

Racesafe’s two additions to its Motion body protection range are endorsed by Olympic eventing team gold medallist Laura Collett.

The new MotionAir is a low-profile air jacket designed to attach to the Motion3 body protector to offer hybrid protection.

Created with airbag technology supplier Helite, MotionAir is said to have an inflation speed of less than 0.097 seconds.

Racesafe’s new MotionLite is a lightweight, non-restrictive back protector.

Designed to fit discreetly under a show jacket, it offers limited protection in a technical gilet design for when a body protector is not being worn.

MotionLite is certified to motorcycle back protector standard EN1621-2-2014.

Visibly up-tostandard

The new Woof Wear Hi Vis Vest complies with the EN17353:2020 standard – and is the first in the equine market do so, says the supplier.

Made from breathable fabric, the garment is hi-vis and reflective. It has adjustable straps and elastic gussets for a snug, comfortable fit without restricting movement.

The vest comes in a range of sizes, in yellow and orange.

Equestrian Trade News February/March 2024 | 15

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People ETN | PEOPLE

Rachael McCarthy has joined the team at BETA and EMC, publisher of ETN and organiser of BETA International, as office administrator.

Based at BETA HQ near Wetherby, Rachael has lived in Yorkshire for the last ten years and hails from County Durham. She has previously worked as a sales consultant/secretary and in financial services.

“I’m looking forward to meeting the extended BETA team, supporting our customers and traders, and working closely with the staff and suppliers,” says Rachael.

Rachael is married with two children.

Outside work, she enjoys swimming and socialising, as well as following her two daughters who are keen footballers.

Portrait photo: Historic England

Riding for the Disabled Association (RDA) has appointed Michael Bishop as its new chief executive. He joins from Historic England, where he is director of corporate strategy and business improvement, and starts his new job on 8 April.

Michael is an amateur event rider.

“I do not come from an equestrian family background,” he says, “but from an early visit to the local riding school, I was hooked.”

Michael is a trustee of the British Racing School and of London Youth, a charity which improves the lives of young people in the capital.

Sally Bacon has re-joined Zebra Products. She’s working with managing director Simon Middleton on the distributor’s Equipe and Amerigo saddle programme.

Sally, a qualified Society of Master Saddlers (SMS) saddle fitter, originally worked for Zebra Products from 2006 for six years before marrying and moving to France.

“It’s nice to be back,” she said of returning to the North Wales based company.

A lifelong rider, Sally has competed at British Eventing intermediate level and show jumped up to 1.30m. She has a mare on which she competes in show jumping, and recently acquired an exracehorse.

Kyle and Danielle Holmes, the husband-and-wife team behind Black Nova Designs, are looking forward to an eventful summer.

The couple is looking forward to welcoming equestrian and rural business owners to their trade stand at top equestrian venues to learn more about their website design and hosting services.

The MARS Badminton Horse Trials in May, the Game Fair in July, the Festival of British Eventing at Gatcombe Park in August and Blenheim Palace International Horse Trials in September are on their itinerary.

“The busy summer of events for Black Nova means visitors can find out more about websites as a sales and marketing tool,” says Danielle.

18 | Equestrian Trade News February/March 2024

HLM Investment Group, the home of Science Supplements, JHL and evoke, has made a number of appointments.

Joining the sales team are Jessica Holdstock and Hayley Herron, both former finalists in the Equine Careers Sales Representative of the Year award at the British Equestrian Trade Awards (the BETAs) with Hayley taking the title in 2019.

After a decade at Joules, Robbie McQuade joins as general manager, overseeing operational duties across HLM Group’s brands. Kim Short, who also worked at Joules for ten years, has been brought in to manage wholesale accounts and customer services.

Helen Riley (not pictured), recently appointed technical director, is spearheading the evoke brand portfolio and launch. She was previously associated with the Champion brand.

West Sussex-based bridle-maker Kelly Jones (image below, pictured left) made two presentations to American audiences at Equine Affaire in West Springfield, Massachusetts. She had been invited to the equestrian professionals’ show by the organisers.

“I’m determined to make sure as many owners as possible know how important correct bridle fit is,” said Kelly whose business is Kelly J Leather. “To speak to American riders was so rewarding and worth the long journey to get there.” www.equestriantradenews.com

PEOPLE | ETN

Photo: BEMA

Dairy farmer Rachel Coates is the new - and first female - show director of the Great Yorkshire Show.

“My aim will be to promote the show to the younger generations so that it continues to flourish and grow,” said Rachel, who hails from Shipley, West Yorkshire.

As well as being a member of the Yorkshire Agricultural Society Council, Rachel has worked in advertising, retail, education and agriculture. She is passionate about British food.

BETA president and double Badminton winner Jane Holderness-Roddam was given the British Equestrian Media Association’s (BEMA) Lifetime Achievement award during the London International Horse Show in December.

Jane said she was “very touched” to receive the award from BEMA chairman Rupert Bell (pictured).

While working as a nurse in the obstetrics department of the Middlesex Hospital, Jane was given time off to score her first Badminton win in 1968. Later that year, when she became the first British woman to compete on an Olympic eventing team – and win a gold medal – the press dubbed Jane ‘The Galloping Nurse.’

She went on to win Badminton again, and Burghley, and eventually to judge at both events. She has officiated as a technical delegate and British Eventing steward at many more besides, and has chaired the eventing selectors and British Eventing.

Jane and her family are synonymous with the breeding and promotion of British-bred sport horses.

Said Rupert Bell on presenting the award “Jane is one of the wisest heads and true constants in the horse world.” www.equestriantradenews.com

Helena Vega-Lozano is the Riding for the Disabled Association’s (RDA’s) new chair of trustees.

A senior partner and consulting board member at Deloitte, Helena is also chair of the trustees at Mare and Foal, an equine rescue charity, and a volunteer counsellor for Childline (NSPCC) handling front line calls with young people.

“As RDA chair of trustees, it is a privilege to be able to blend my business experience with my passion for horses, as well as supporting young people and adults,” she said.

Alison Sherwood Bruce has retired from Equilibrium Products. She had been with the company for more than 20 years, latterly as international sales director.

“Alison was a vital part of the Equilibrium story and a key contributor to the successful business it is today,” said Margaret Donnelly, founder and managing director.

“Everyone at Equilibrium wishes Alison a long and happy retirement.”

Hannah Donnelly has been promoted from export manager to head of export at Equilibrium Products.

Alison says she will continue to be busy in retirement. “I have no plans to disappear and never be seen again,” she told ETN, “but I decided that the time was right to step back from the day-to-day running of the company.

This will allow me to consider other opportunities as they arise. I’m still part of the Equilibrium family and I’m there to help as and when required.”

There will be time for enjoying her passion too. A great traveller, Alison has a list of long-distance walks to complete following treks in Nepal and along the Portuguese coast last year.

During her time in the industry, Alison has been a prominent supporter of BETA. A former chairman, she also headed the trade association’s public relations committee for many years.

“Alison has been hugely committed to highlighting BETA and its members’ products and services to equestrian consumers – for which the trade owes her a debt of gratitude,” said the organisation’s executive director Claire Williams.

Well-known and muchadmired Walsall saddler John Hardwick has retired after 49 years in the trade.

John, now 66, got his first job as a saddlery apprentice straight from school when he was 16 in 1974.

After two years, he moved to Sabre Leather where he worked until 1983.

John then moved to Walsall Riding and struck up a friendship with Keith Bryan who would go on to found his own saddle-making company.

By 1986, John was working at Keith Bryan Saddlery where he remained until 2019 when Keith retired and Bliss of London took over the manufacturing.

John recalls many practical jokes during his time in Walsall factories.

Once, someone replaced a saddle nail-head with a match – which caught light when the ‘nail’ was hit.

“We got up to things you probably couldn’t get away with today,” he says.

The thing John says he will miss most as he retires are his colleagues at Bliss. Although to make sure he isn’t out of the trade for too long, he hopes to do some teaching at the Walsall Leather Skills Centre.

Alongside saddle-making, John has a passion for shooting and motorcycling. He’s also promised himself that his retirement will allow him to travel – and do some DIY at home.

Social media guru Rhea Freeman has been named among the UK’s top 100 female small business entrepreneurs

by Small Business Britain.

Rhea says she aims to support small businesses in growing, promoting themselves better and achieving their goals through coaching and mentoring.

Small Business Britain champions small businesses in the UK. Its f:Entrepreneur campaign highlights female business owners, and provides inspiration and role models to the wider small business community.

Equestrian Trade News February/March 2024 | 19

ETN | OPINION

In the

hot seat

With Monty Stuart-Monteith, managing director of Shaws Equestrian.

How did you come to be involved with the equestrian industry?

A wonderful series of meetings, coincidences and opportunities culminating in launching Kyra K in the UK and Ireland. The market was ready for fashion clothing, and I was hooked on the industry.

You head up leading distributor Shaws Equestrian. Which brands do you represent?

We look after Pikeur, Eskadron, Roeckl, Myler, Flex on, Seaver, Erreplus, Helmet Connect and Nixi. I have always tried to stick to the best brands in their category.

What changes – for better or worse – have you seen in your 30 years in the industry?

Almost everything has changed and I would need a few editions of ETN to cover them. However, here’s a quick resume…

Almost all manufacturing has moved from Europe to the Far East. Brands are ‘marketing labels’ with so many products being made in the same factories. This has opened the door for brands to cover many products and product groups.

Superb modern fabrics and materials have made product better and more fit for purpose.

The market has changed too. Once upon a time, the key relationships in the trade were between reps and retailers. This is now far less important as consumers, through the internet, have a direct relationship with brands.

Riders know what they want when they walk into a shop or go onto a retailer’s website.

Every aspect of our market is now fashion led; clothing, safety helmets, stirrups, air vests, saddle cloths, matchy matchy. A far cry from 30 years ago.

Retailing has also changed beyond recognition.

The scruffy old ‘tack shops’ have largely been 20 | Equestrian Trade News February/March 2024

replaced by superstores with excellent presentation, well trained staff and well merchandised products.

Mail order catalogues have evolved to fullblown internet businesses. The internet is no longer an add-on, it is an integral part of a rider’s retail experience.

The growth of specialisms - saddle fitting, bit fitting, helmet fitting, body protector fitting – is notable. All this was pretty well unheard-of last century.

 Monty StuartMonteith has seen many changes in his 30 years in the trade - but still believes in visiting his retail customers in person.

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ETN | OPINION

For better or worse, we have lost a bit of eccentricity. However, the industry is far more professional now; therefore, I think the changes are for the better and to the benefit of consumers.

As BETA chairman in 2004/2005, you were ahead of your time by urging the trade to adopt a ‘corporate social responsibility’ policy, long before the idea was fashionable. Has the equestrian industry kept pace with what’s now become a mainstream issue?

Corporate Social Responsibility tries to ensure capitalism and business works fairly for consumers and all stake holders.

Most businesses in the equestrian trade are family owned and family run and fairness happens.

However, I do not believe the trade has grasped the need to publicise and promote this.

Maybe the BETA Council should look at this again along with realistic environmental reviews of the trade?

Declining participation in riding – and therefore fewer customers – is perhaps the biggest threat to the trade. How can we get more ‘bums in saddles’?

This has been an issue for the 30 years that I have been in the trade and there have been some super initiatives, well financed and executed with enthusiasm, but none have created a momentum.

One of the issues in our sport is that there are too many associations, sports bodies, clubs, businesses and even charities with great intentions - but none separately have the vision, resources or will to join up and solve this problem.

We can only grow our sport if we start to talk with one voice. We need a joined-up approach to run social media campaigns, talk to television companies, set up riding academies (like rugby and football do) and leadership that talks for the whole sport and trade.

Again, can I have three editions of ETN to expand on this?

You appear to have a sixth sense that enables you to sniff out truly innovative and on-trend products… You brought Myler bits to the UK more than 20 years ago; and just last year Shaws Equestrian introduced to period-friendly underwear for riders. How do you do it… and what’s going to be the next ‘big thing’?

That’s very kind - I have been lucky.

I guess the secret is just to try everything, do not take uninformed ‘no’ to be a genuine answer, be a bit pig-headed with a superbly enthusiastic (and tolerant) team around me, and not least great retailers prepared to give things a go.

As for the next big thing… I think there will be some major changes in the safety market in the next five years. Other than that, I’ll let you know when we see it!

Will traditional bricks-and-mortar tackshops still exist in ten years’ time?

Yes, they will be here. Riders will always visit a good 22 | Equestrian Trade News February/March 2024

There will be some major changes in the safety market in the next five years. shop. I seem to remember in 2001 that all shops were supposed to be closed by now… Haven’t they done well!

Unlike some suppliers, you still get out on the road to see retailers. Why is this still important to the way in which Shaws Equestrian supports its customers?

I just think visiting customers is critical. So many suppliers, banks and public bodies hide behind phones and call centres and make it impossible to speak to human beings. It drives me crazy.

By visiting customers, we can do the following; positively communicate what we are doing, train staff, solve business or product problems, find out what is happening in the trade, get ideas and, most importantly, show innovative products.

Of all you have achieved in business, what has made you most proud?

Being involved in a business with a team that seems to be trusted by our customers and suppliers.

Who have been the most supportive people during your long career in the equestrian industry?

A list is unfair as I have been lucky enough to have been supported by many and most. But if pressed…

Sue Moxon at R&R Country (who must be a candidate for a lifetime achievement award), David Dyer (the same), Kevin Galbraith of Ayr Equestrian, the late Geoff Charley of Townfields Saddlers, the Tuff family of Redpost Equestrian, the Brinkmann family and the team at Pikeur/Eskadron and the Rasia Family along with Lorenzo Asola of Erreplus saddles.

And of course, special mention to my wife Suzanna, an endless source of support.

How do you like to relax at the end of a busy week?

I still miss rugby. It was always a treat to get to BETA International on a Sunday without a black eye from the previous day.

I enjoy salmon fishing, although my daughter always claims that any fish I catch must have been suicidal. I go game shooting and found a new passion this year, wild boar hunting. What a sport!

I still manage to sail and ski a bit, but the body does not enjoy the knocks so much. I do some time in the gym each day, keep up to speed with current affairs - and it would be sad if I didn’t have the odd pint or two. www.equestriantradenews.com

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ETN | BENCH SADDLER OF THE MONTH

Celebrating the best bench saddlers…

This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standard of leathercraft skills.

ETN/SMS Bench Saddler of the month: MICHAEL JENNINGS Michael was nominated by Jill Harris of the Spanish Bit Riding Centre who says: “Michael has been providing a high-quality saddlery repair and maintenance service for us and for many other riding schools the length and breadth of the country, for more than 40 years.

“If we have one worry, it’s that at 72 years of age, Michael might be thinking of retiring soon.”

 Michael Jennings heads out in all weathers to fit and repair saddles for riding schools and other clients.  Michael’s van is kitted out as a saddler’s workshop, with added home comforts.

About Michael Jennings

Michael, who grew up in Boreham Wood, Hertfordshire, always had a love for animals.

At the bottom of his back garden were the Home of Rest for Horses paddocks. He would climb over the fence to see the horses - and to collect manure for his dad to use on their garden. The young Michael also bagged up the manure to sell to neighbours.

“I used to go to my local riding school with a friend from school to watch her ride,” he recalls.

“This moved on to me helping with odd jobs at the yard before I was offered a weekend job. It was quite a long way from the field back to the yard, so I used to climb on board one of the ponies, rattle a bucket of pony nuts and the rest would follow.

“I taught myself to ride by watching others have lessons, then trying to copy them.”

Joining up

Michael left school at the age of 15 with no academic qualifications. He continued to work 24 | Equestrian Trade News February/March 2024

at his local riding school before joining the King’s Troop Royal Horse Artillery (RHA) at 17.

During his stint in the army, Michael experienced working with saddlery. So, when he left in the early 1970s, he took advantage of a government training scheme to hone his leather craft skills at Cordwainers College in Hackney.

Under the guidance of Mike Huline-Dickens, a tutor at the college, Michael qualified as a saddler with a City & Guilds Certificate in Rural Saddlery.

He is also a qualified SMS Saddle Fitter.

Mobile workshop

Bedfordshire based Michael started working for himself from a fully-equipped mobile workshop.

He was doing saddlery repairs and producing high quality headcollars, bridles and dog handling equipment for customers.

He was asked to make some unusual items, too, such as halters for camels at London Zoo and film props including chariot harnesses.

Before long, he found a niche providing a saddlery service to riding schools.

“At one point, the majority of my time was exclusively serving riding schools,” explains Michael. “I had clients all over the UK, from Scotland to the Isle of Wight.

“I’d spend weeks at a time travelling in my van that’s kitted out as my workshop; just me and my dog visiting riding schools and trekking centres, repairing and fitting saddles.”

Supporting the unsung heroes

Michael’s mobile service means he does virtually all repairs on-site. “Any saddles that need repairing are sorted there and then, so the riding schools aren’t without them for any length of time,” he says.

“Riding schools are the backbone and unsung heroes of the equestrian world and enable aspiring equestrians to learn and develop riding and horsemanship skills which, for many, last a lifetime.

“They don’t always have the money to invest in new saddles, so ensuring the ones they have are in good, safe condition is what I do.”

Michael is sad that over the years, quite a few www.equestriantradenews.com

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of the centres he used to go to have fallen by the wayside.

“I don’t travel as far now, which suits me, but there are some customers who I’ve known for years that I do still make the trip for,” he adds.

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Signing up again

Michael still has a passion for saddlery and his work, and has no intention of retiring.

In his spare time, he loves doing DIY jobs around the home and spending time with his family. He has been married for 16 years and has a 14-year-old daughter and 15-year-old son.

Michael has just signed up again, too - this time as an adult volunteer for the Army Cadets. His daughter is already among the ranks and hopes to join the regular army as soon as she can.

How to nominate a bench saddler:

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN Bench Saddler of the Month.

Candidates for the award must be a member of the SMS and based in the UK or overseas.

To nominate a bench saddler (or more than one), email editor@equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.

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ETN | CPD FEATURE

Worm control: Your customers’

questions answered

Photos: Sonia Parker/Shutterstock. com, Callipso88/Shutterstock.com

About ETN’s RAMA/ SQP features ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/ SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/SQPs specialising in equine and companion animal medicine.

AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk 26 | Equestrian Trade News February/March 2024

A

ccording to a recent survey more than 40% of horses are at moderate to high risk of parasite infection in the UK.1 This a significant number and serves to reiterate why we need to ensure that horse owners choose effective and sustainable worm management protocols.

RAMAs/SQPs are uniquely placed in equestrian retail environments to inform, educate and advise their customers on the best tactics for worm control, in line with the latest industry guidelines.

In this article Zoetis vet Wendy Talbot, answers some common questions you are likely to be asked about worm control. She covers why a diagnosticled (using faecal egg counts (FECs) and antibody tests), worm control plan should be used, together with a yearly risk assessment to manage your adult horse’s worm burden to best effect.

How has domestication affected the worm challenge?

Our domestication of horses has changed the way in which they are able to manage parasitic challenges.

In the wild horses used to roam freely over thousands of acres, with continuous access to clean, fresh pasture. Worms and horses evolved together in this environment, developing a relatively healthy balance to maintain both populations.

Domestication has led to horses being kept on more restricted grazing, with limited opportunity to move onto cleaner pasture. This exposes them to worm re-infection at a much greater level, upsetting the horse/worm balance. This is why we have to intervene.

Breaking the lifecycle of parasites reduces the amount of worm challenge our horses face. Eggs are passed in the droppings, where they develop into larvae and contaminate the pasture, ready to be eaten by grazing horses.

An essential part of breaking the cycle is reducing the number of these stages on the pasture, keeping the number of larvae that the horse eats (challenge) to a minimum.

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CPD FEATURE | ETN What causes resistance?

When a parasite population previously controlled by a drug is no longer susceptible to that drug it is known as resistance. The active ingredient of the horse wormer kills the sensitive parasites in the population, but those parasites not affected go on to create new generations of resistant parasites2.

Resistance affects the population of parasites which are found on the pasture and in the horse.

This means that eventually any horse grazing the same pasture may pick up an infection of worms which cannot be effectively treated with the currently available wormers.

The incorrect use of wormers, including underdosing, can cause resistance to occur, as can the effectiveness of the dewormer2.

However, the biggest cause of resistance is the indiscriminate overuse of de-wormers. Every time a de-wormer is administered it is only the usually small number of resistant parasites within that horse that will survive and multiply to contaminate the land with new resistant worms. If this situation is repeated, again and again then the majority of the parasites on that field or yard can become resistant to treatment.2 How do Faecal Egg Counts (FECs) work?

FECs measure the number of worm eggs in your horse’s dung and give an indication of how much your horse’s worm burden is contributing to pasture contamination. The number of worm eggs in the dung sample are measured and then reported as eggs per gram (epg). Encysted small redworm, tapeworm and bots will not show up in a standard FWEC.3,4 During the spring and summer, FECs can be used to guide appropriate dosing for redworm in adult horses (>3 years old). The interval between FECs is variable depending on the horse’s individual circumstances; however, every 2–3 months is a good place to start.5 If an FEC is more than 200 eggs per gram treatment may be recommended. A result of

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<50epg (no eggs seen) doesn’t guarantee that there were no eggs in the dung as only a very small sample is studied under the microscope.6 How can you test for ‘hidden’ worms?

FECs don’t reveal ‘hidden’ worms such as encysted small redworm or those that are only passed intermittently such as tapeworm, but saliva and blood tests can give an indication by measuring antibody levels.

It’s important to understand how antibody tests work: A horse with a high level of tapeworm infection will produce a large number of antibodies, which can be detected in blood or saliva.

Depending on the results of a saliva or blood test you will be advised whether a worming medication is required. Because tapeworm antibodies can persist for several months after successful treatment, the results must be interpreted with care and the test cannot be used immediately after a worming medication to check that it has worked.

The small redworm test is also an antibody test but is currently only available on blood. It does not distinguish between encysted and other stages of small redworm, but with careful interpretation by a trained professional it can give an indication as to whether encysted stages may be present.7,8,9 How and when should risk assessments be conducted?

All horses respond differently to the same circumstances so it’s imperative to assess each one independently as well as of a part of the group in which it is kept, when you plan your worming tactics.

Risk assessments should be performed any time a wormer is considered, and horses tested or treated depending on the level of risk.

CANTER (Controlling ANTiparasitic resistance in Equines Responsibly), the pan-industry group, formed in 2022 to tackle the increasing threat that wormer resistance poses to horse health has published the easy to use parasite risk table over the page.

 The spring and early summer months present the ideal environmental conditions for the development of eggs and larvae on the pasture.

Equestrian Trade News February/March 2024 | 27

Assessing Your Horse’s Parasite Risk Profile

A range of factors influence a horse’s parasite risk profile; remember them using the CANTER acronym and use this tool to discuss with your prescriber.

ETN | CPD FEATURE

LOW

MEDIUM

HIGH

C

Clinical History

No history of worm associated (gut) disease

Some history of worm associated (gut) disease and/or coexisting disease such as PPID

Clear indication of worm associated (gut) disease in multiple cases plus coexisting disease such as PPID

A

Age Profile

5-15 years, no youngstock

5 years-geriatric, no youngstock

1*-5 years, geriatric horses with coexisting disease

N

Number of Horses

Low stocking density >2 acres per horse

Medium stocking density 1-2 acres per horse

High stocking density <1 acre per horse

Individual: repeated low worm egg count, tapeworm & small redworm antibody results

Individual: low-moderate worm egg count, tapeworm & small redworm antibody results

Individual: high worm egg count, tapeworm & small redworm antibody results

Herd: low for worm egg count, tapeworm & small redworm antibody results

Herd: low-moderate for worm egg count, tapeworm & small redworm antibody results Occasional newcomers Poo picked less than once a week Quarantine procedures inconsistent

Risk Factor

Herd: high for worm egg count, tapeworm & small redworm antibody results

T

Test Results

E

Environment

Closed herd Poo-picked more than once a week Quarantine procedures in place

R

Risk Profile

Calculate risk based on number of features that apply in each category; the more that apply in category low, the lower the risk, the more that apply in category high, the higher the risk of parasite infection and disease occurring.

*Note: speak to your prescriber about the approach to parasite control in foals

Top tips include:

• Removing droppings from the pasture, ideally every day, but at least twice weekly to prevent worm re-infection • Grazing the pasture with cattle or sheep who will ‘hoover’ up the worms without being affected • Creating smaller paddocks so that each field can be alternately grazed and rested • Trying not to over-stock paddocks

How can I check the wormer has worked?

Faecal egg count reduction tests (FECRT) can be used to monitor the effectiveness of a wormer. They should be performed during the grazing season by taking an FEC immediately before and two weeks after worming to assess the level of worm eggs being shed. It is important to follow specific guidelines when doing this and it is advisable to have veterinary supervision so that the results can be interpreted correctly.4,10

Will deworming eliminate all the worms in my horse?

No, worming won’t kill all the worms and in fact it is beneficial that some survive. Refugia are the worms that, for whatever reason, remain unexposed to the wormer used at each treatment. These worms importantly contribute to the next generation of worms and may then be susceptible to the next wormer used.

They helpfully counter the population of worms generated from resistant stock and it is thought that they are important in slowing the development of resistance. The largest and most important source of refugia is parasites on the pasture and those parasites in horses that are not treated. A smaller source is any stages not treated by a wormer (i.e. larval stages). 11

 Foals suffer from different parasites at different ages and it is crucial to tailor treatments appropriately.

Wormer resistance identified on property by worm egg count reduction testing Frequent movements in and out of herd Not poo picked or picked infrequently No quarantine procedures

visit www.canterforhorses.org.uk for more information

small redworms, which is why regular faecal worm egg counts (FECs) every 8-12 weeks from March to October, are so important.5 During the late autumn and winter most parasites are entering a less active phase and by winter the potential for further pasture contamination is reduced and encysted small redworm, tapeworm and bots will need individual attention.

Why do we need to weigh before worming?

Weighing your horse means you can administer an accurate dose of wormer. Accurate dosing helps to maintain the effectiveness of the wormers available.

It’s particularly easy to under-estimate the weight of our horses if we guess, which can result in underdosing and contribute to resistance.10 How often should foals be wormed?

Foals, with their reduced immunity, need a minimum of four wormer treatments in their first year.

Traditionally, many foals received a far greater number of wormers, in some cases every month until six months of age.

Foals suffer from different parasites at different ages and it is crucial to tailor treatments appropriately. As a guide, foals should be wormed for ascarids at two and five months of age followed by worming for strongyles at nine and 12 months of age with an additional treatment at six months

What impact do the seasons have on worms?

Parasite life cycles are linked to the seasons, which is why one of the first rules of worm control is to consider the time of year. The spring and early summer months present the ideal environmental conditions for the development of eggs and larvae on the pasture. This can lead to high pasture contamination and increase the potential for horses to acquire new parasite burdens, predominantly

28 | Equestrian Trade News February/March 2024

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ETN | CPD FEATURE

Parasite control check list for adult horses (3 years or older)

of age If strongyles are found on a faecal egg count.10

What is the best protocol for yearlings to three-year-olds?

Youngsters are usually more susceptible to worms than • Risk assess and make a adult horses because they have parasite control plan with your had little chance to develop customer ❒ any immunity. They are more • Conduct FECs throughout the vulnerable to related diseases grazing season to identify and tend to have higher egg those horses that need shedding, which increases the administration of a wormer ❒ risk of infection. FECs should be • Remember to advise daily conducted at more frequent removal of droppings from the intervals than for adults to pasture. ❒ guide dosing during the grazing season and encysted small redworm, tapeworm and bots will need individual attention during the late autumn/early winter.12 Do I need to worm my new horse straight away?

New horses with an unknown worming history should be quarantined and FEC tested. Test or treat for tapeworm and encysted small redworm on arrival. They should then be stabled for at least 48 hours to avoid bringing resistant worms onto your premises.

Why is pasture management so important?

Managing the pasture can reduce our reliance on wormers, reducing the drive for wormer resistance.12

References 1. https://canterforhorses.org.uk/survey-showsmore-than-40-of-horses-at-moderate-tohigh-risk-of-parasite-infection/ 2. Sangster N C (1999) Veterinary Parasitology 85. 189–204 3. Hallowell- Evans C and Hallowell G (2017) Vet Times, April 24 4. Lester HE and Matthews JB (2014) Faecal worm egg count analysis for targeting anthelmintic treatment in horses: Points to consider. Equine Veterinary Journal 46 (2014) 139–145 5. Rendle D (2017) De-worming targeted plans.

Vet Times, Equine, Vol.3 Issue 1 p16-18 6. Nielsen MC. et al. Vet Parasit 2014; 202; 95−103.

7. www.austindavis.co.uk 8. https://www.austindavis.co.uk/smallredworm-blood-test 9. Austin Davis: Elisa Kits. https://www. austindavis.co.uk/elisa-kits 10. AAEP (2019) Parasite Control Guidelines 11. Nielsen MK, Sauermann, C.W., Leathwick, D.M. (2019) The effect of climate, season, and treatment intensity on anthelmintic resistance in cyathostomins: A modelling exercise.

Veterinary Parasitology, 269, 7–12, 12. Matthews JB (2017) Helminth control programmes for equine yearlings at pasture.

Veterinary Times; 47(8):22-22, 24.

RAMA CPD QUIZ

Select your answers and submit them at www.Equestriantradenews.com under the CPD section Why are domesticated horses more exposed to worm re-infection than wild horses?

A. Because wild horses have natural immunity to parasites B. Because domesticated horses are kept on more restricted grazing with limited access to clean pastures C. Because new types of worms are specifically affecting domesticated horses What is resistance?

A. When the horse’s immune system prevents the wormer from working B. When the horse resists the wormer being administered C. When the parasite is no longer affected by the worming product administered What does epg stand for?

A. Eggs per gram B. Excretion per gram C. Egg population guide

RAMA CPD Quest Februa ions ry/Ma rch 2024 E TN

What do saliva and blood tests measure?

A. Antibody levels B. Worm eggs C. Immunity

B. Worms that survive a worming treatment C. Worms that remain unexposed to the wormer used

What does CANTER stand for?

A. Controlling ANTiparasitic resistance in Equines Responsibly B. Conducting ANTIbody tests in Equines Responsibly C. Counting ANTiparasitic resistance in Equines Responsibly

In late autumn/winter which worms need individual attention?

A. Encysted small redworm, tapeworm and bots B. Bots, lungworm and redworm C. Tapeworm, encysted small redworm and roundworm

How can you check if a wormer has worked?

A. Conduct a faecal egg count reduction test the following day B. Conduct a faecal egg count two weeks after worming C. Conduct a faecal egg count test before and two weeks after worming

How often do foals need to be wormed?

A. A minimum of four treatments in year one B. Every 6 weeks for their first year C. Every month until 6 months old

What are refugia?

A. Worms that take refuge on the pasture

Ideally, how often should droppings be removed from the pasture?

A. Once a week B. Every couple of weeks C. Every day

Submit your answers online at www.equestriantradenews.com under the CPD section.

30 | Equestrian Trade News February/March 2024

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Sugar: ETN | FEED FEATURE

dietary friend or foe?

What is sugar and how concerned should we be about its presence in horses’ diets? The BETA feed committee uncovers the truth about the sweet stuff

O

f all the nutrients in the horse’s diet, sugar is the one that usually receives most attention. It’s also a common cause of confusion and sometimes controversy. So, what is it, when should customers be concerned about it and, if necessary, how they can restrict its intake in their horses’ diets?

What is sugar?

Photos: NAF, Patrick Jennings/Shutterstock.com

Sugar is a form of carbohydrate and is used by the body as a source of energy. Carbohydrates can broadly be categorised into two types – structural (fibre) and non-structural (sugars and starch).

Sugars can be grouped according to the number of molecules or ‘units’ they contain: • Monosaccharides are made of one ‘sugar unit’ and include glucose and fructose (fruit sugar) • Disaccharides are made up of two units and include sucrose (the sugar we’re familiar with), lactose (milk sugar) and maltose (the sugar that makes Maltesers taste so yummy) • Oligosaccharides contain multiple units and include fructo-oligosaccharides found in vegetables and forages.

It’s not all bad news

With so much emphasis on the potential dangers of sugar, it’s easy to forget that sugar, just like every other nutrient, has a role to play in the horse’s diet. Glucose is the main source of energy used by the brain, which means all horses need some sugar simply to stay alive – this also means it’s physiologically impossible for horses to be allergic to sugar. If the diet were to fall short of sugar, the body would convert other nutrients to glucose to meet demand.

Sugar is not an unnatural food source - horses evolved to eat forages, which photosynthesize to

Sugar, just like every other nutrient, has a role to play in the horse’s diet 32 | Equestrian Trade News February/March 2024

produce sucrose as their primary fuel source. This is probably why horses tend to prefer sweet foods and traditionally were given sugar lumps as a treat.

Healthy, exercised horses with a moderate body condition are generally able to handle the levels of sugar found in typical rations. However, problems tend to arise when horses and ponies gain too much weight, are not exercised sufficiently, are turned out on ‘rich’, improved pastures or are fed large amounts of high-NSC feeds. If related to diet, the digestive or behavioural issues often described as intolerance to sugar are really caused by high intakes of cereal starch. In these situations, reducing starch levels rather than trying to avoid all sugar, is key.

The danger zone

There are, undoubtedly, some horses and ponies who need a low-sugar diet, especially those prone to laminitis as well as some other clinical conditions such as polysaccharide storage myopathy (PSSM1).

However, if a horse or pony needs such a diet, they probably need a low-starch diet, too (cereal grains are the largest source of starch in the diet).

Those prone to gastric ulcers, colic and most forms of muscle problems should be managed on a diet containing low or restricted amounts of both starch and sugar.

Busting the sugar jargon

The different terms used to describe sugar (and starch) often cause confusion, but to clarify…

• Simple Sugars - a term used to describe monosaccharides and disaccharides • Water Soluble Carbohydrate (WSC) – WSC is predominately made of simple sugars and fructan • Fructan - the ‘storage form’ of sugar in most UK grass and, in turn, hay and haylage • Non-Structural carbohydrate (NSC) – WSC plus starch. Starch is the storage form of sugar in grains and NSC encompasses all the forms of carbohydrate that aren’t fibre

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You can also advise customers to: DID YOU KNOW?

The majority of simple sugar in grass is sucrose, the same as the sugar we put in our tea and the main form of sugar in molasses.

It’s also sensible to restrict starch and sugar intake for good-doers, even if they’ve not previously suffered from laminitis. Diets high in starch and/ or sugar increase the risk of insulin dysregulation and laminitis. In fact, research has shown that simply becoming obese does not always result in becoming insulin dysregulated – the source or ingredient supplying the excess calories in the diet may play a key role, too.

• Consider strip grazing or a grazing muzzle • Beware of binge eating – turning out for short periods without a muzzle may be counterproductive.

• Try turning their horses out at night or very early in the morning (bringing them back in by mid-morning at the latest) when WSC levels are likely to be lower • Avoid turning out on sunny, frosty mornings.

• Consider replacing 30–50% of the forage ration with straw for good-doers without dental issues. Straw fed to horses should always be introduced gradually and be of good hygienic quality.

 Horses can consume large quantities of sugar when grazing for long periods in spring and summer

The role of forage

Forage is the largest source of sugar in a horse’s diet. Grass may contain up to 15% simple sugars and up to 35% WSC. This means a 250kg pony living out at grass around the clock may consume almost 2kg of simple sugars and almost 4.5kg of WSC every day from grass alone. In comparison, the recommended amount of a balancer (for the same-sized pony) containing 5% sugar provides just 12.5g of sugar.

Don’t forget hay and haylage can be deceptively high in sugar, regardless of grass species, visual appearance or when it was cut. Contrary to popular belief, haylage is not necessarily higher in sugar (or other nutrients) than hay. www.equestriantradenews.com

 Grass can become high in sugar when frost raises its level of stress

Equestrian Trade News February/March 2024 | 33

ETN | FEED FEATURE

 Supplements contribute little sugar to the overall diet

TOP TIP

To convert a percentage to grammes per kilo, simply multiply by 10.

cases, may even fluctuate by the hour. While the question Sugar in of long versus short grass supplements often sparks much debate, restricting the It’s rare to see the level of sugar declared amount of grass the on supplement labels. Listing sugar on horse or pony eats feed and supplement labels is only a legal is often the best requirement if a claim such as ‘low in sugar’ practical advice (this is made. Although the sugar content in some applies to restricting supplements may seem high, due to their very calorie intake, too). concentrated feeding rate (typically 10–100g Remember, those daily), the amount of sugar they provide is at very high risk of not relevant in the overall diet. As a result, laminitis may need most supplement manufacturers to be removed from will not list sugar so as to avoid grazing completely. unnecessary concern.

Soaking hay helps to reduce the WSC content, but losses are highly variable, which means soaking doesn’t guarantee suitability for laminitics. Ideally, if their horse or pony is prone to laminitis, customers should have their forage Current advice is that forage for laminitics analysed and use soaking as a back-up. As a guide, should contain less than 10-12% NSC or ‘sugar recommend soaking for 13 hours in warm weather and starch’. However, as UK forage contains very (ambient temperature 16°C and above) and little starch, testing hay and haylage for WSC is 6–12 hours in cold weather. The greater the ratio often sufficient. It’s important customers check between water and hay, the more losses are likely their chosen lab will test specifically for WSC by to be achieved, and if soaking for longer periods, wet chemistry, as opposed to the near-infrared the water should be changed to again maximise spectroscopy (NIR) method, to be sure of the most losses. accurate results.

Take appropriate action

If customers need to restrict their horse’s sugar intake, forage is the place to start. WSC or ‘sugar’ levels in grass are hard to predict and, in some

What’s in the bucket?

1 treat (10g) containing 10% sugar

1g

1 carrot (100g)

7.5g

1 apple (150g)

17g

100g of a supplement containing 15% sugar

15g

500g* of balancer containing 5% sugar

25g

It’s nearly impossible to find a sugar-free feed, as most of the ingredients used will contain naturally occurring sugar. However, due to their relatively low feeding rate versus forage, compound feeds, balancers, mashes and short-chopped fibres account for only a small proportion of the sugar in the total diet, even if they contain molasses.

In fact, molasses is not 100% sugar as commonly thought and feeds containing molasses are not automatically high in sugar. Molasses is typically added to feeds at a rate of 5–10%, contributing around 2.55% sugar to the finished feed. It’s also important to remember that molasses free doesn’t mean sugar free. Grass nuts, for example, are molasses free but may contain more than 10% naturally occurring sugar while a short-chopped fibre feed containing molasses may contain less than 5% sugar.

3kg* of molasses-free cubes containing 3% sugar

90g

Percentage versus per serving

3kg* of molassed mix containing 6% sugar

180g

24 hours’ spring grazing for a 250kg pony

1900g

Meadow hay fed at 1.5% bodyweight (dry matter) per day for 500kg horse

Up to 1000g

Meadow hay fed at 2% bodyweight (dry matter) per day for 500kg horse

Up to 1500g

How much sugar is in…?

Sugar**

*Typical recommended amount for a 500kg horse in light work **simple sugars only

34 | Equestrian Trade News February/March 2024

When it comes to ‘bucket feeds’ and supplements (as opposed to forage), encourage customers to consider the amount of sugar provided in each meal rather than choosing feeds based on percentages alone. Although percentages are a useful starting point, they only tell part of the story, so it’s essential to consider the feeding rate, too.

Think of it like money – if someone offered to give you 10% of their salary would you prefer them to be earning £20,000 a year or £50,000 a year?

Ultimately, the amount of sugar consumed from any feed or supplement will depend on how much of it is eaten.

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REFILL. RECYCLE.

ETN | LOW CALORIE, LOW SUGAR FEEDS

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How low can you go?

ETN highlights feedstuffs marketed as low calorie and/or low sugar.

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Tasty blend

Dengie Hi-Fi Molasses Free is a great high fibre feed for equines requiring a low calorie, sugar and starch diet.

It’s also perfect for those that maintain weight with ease.

A tasty blend of alfalfa with cereal straw, it includes mint, fenugreek, alfalfa pellets and a light coating of rapeseed oil to promote coat shine.

Providing 8.5%MJ/kg of digestible energy with no added sugar and being low in starch at 1.5%, this feed is suitable for those prone to laminitis, EMS and PPID. Each 20kg bale contains approximately 40 Stubbs scoops.

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When they live on fresh air…

When horses and ponies appear to live on fresh air, it can be a struggle to keep their weight under control, says NAF. The obvious answer is to reduce feed intake. However, this could result in vitamin and mineral deficiencies – which is where Slim comes into its own.

The natural and highly palatable weight management supplement is designed to provide essential micronutrients to individuals on a restricted diet.

The ingredients work in synergy with metabolism-boosting marine extracts to

provide essential vitamins, minerals and antioxidants.

Slim should be used in conjunction with a calorie-controlled diet and suitable exercise regime.

3

Low-calorie feeding made simple

There are many low calorie, low starch feed options on the market; some chaffbased, some low-calorie mixes or blends as well as soakable feeds.

What so often happens with these products, warns Baileys Horse Feeds, is that customers under-feed them - either ignoring the recommended feeding rates or perceiving them as too high.

When this happens, they are not just feeding their horse fewer calories, they are also feeding less than the recommended levels of essential nutrients such as protein, vitamins and minerals, all of which are known to be lacking in forage.

That’s why balancers, such as Baileys Lo-Cal, are the ideal option for owners wanting a low-calorie diet which also provides all the nutrients a horse or pony needs.

Designed to be fed by the mugfull, Lo-Cal Balancer supplies quality protein, to support muscle tone and tissue integrity, plus a full spectrum of

36 | Equestrian Trade News February/March 2024

vitamins, minerals and antioxidants for healthy hoof growth, metabolism and general well-being.

Lo-Cal Balancer represents feeding simplicity. It can be fed all year round to good-doers, alongside their main source of calories which will be forage and/or grazing.

It can be given with as little or as much of a low-calorie chaff as the owner chooses, thus helping to ensure a fully balanced diet even when forage or grass intake is restricted to further reduce calories.

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For calorie counters

Mollichaff HoofKind is a complete feed for horses and ponies that need a calorie-controlled diet.

The palatable blend contains oat straw, alfalfa, fibre pellets, soya oil, vitamins, minerals, trace elements, antioxidants and biotin.

Low in starch and sugar, high in fibre and containing no cereals, it provides low levels of high-quality protein and delivers limited, controlled energy from digestible fibre and oil-based ingredients.

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Supportive all-rounder

PharmaPlast Ultimate Topline from BETTALIFE is a sugar free, non-heating www.equestriantradenews.com

LOW CALORIE, LOW SUGAR FEEDS | ETN

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powdered supplement to support optimum muscle condition as well as hoof and coat quality.

Containing amino acids plus spirulina, PharmaPlast increases the bioavailability of hard feed to support equine wellbeing, without the need for additional calories or sugar in the diet.

The formula contains banana powder for palatability, alongside selenium, vitamin E for healthy muscle growth, and DHA to assist natural immune development.

It’s suitable for all horses and ponies and can support muscle recovery as well as promote topline development when used in conjunction with an appropriate exercise and management programme.

Like all BETTALIFE products, PharmaPlast comes with a money back guarantee.

6

Keep it lite

Dengie Meadow Lite with Herbs is a soft, tasty blend of British grown dried grass and straw.

It provides maximum fibre content while remaining low in calories at 5MJ/ kg digestible energy.

Suitable for good-doers and those prone to laminitis, Meadow Lite with Herbs has a naturally occurring sugar level of 3% and a starch level of 0.5%. www.equestriantradenews.com

9

It also offers postbiotics for digestive health, cinnamon and thyme to tempt fussy eaters. It has a light dressing of linseed and rapeseed oils for healthy skin and coat shine.

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Safe options for all types

SPILLERS caters for all low calorie, low sugar equine tastes with its chops, cubes and mashes.

SPILLERS HAPPY HOOF Molasses Free is a low calorie, no added sugar, fibre blend with garlic suitable for horses and ponies prone to laminitis.

It contains biotin to support hoof health and can be used as a total hay replacer.

SPILLERS SPEEDY-MASH Fibre is a safe option for all types because it’s high in fibre, low in starch and molasses free. It makes a useful partial or total hay replacer.

This product soaks in less than 60 seconds to form an irresistible applescented mash. It helps to keep horses hydrated and digestive systems healthy.

SPILLERS High Fibre Cubes are low calorie and whole cereal free for good doers and box resting horses and ponies.

The cubes contain probiotic live yeast and prebiotic FOS to help support digestive health, plus a full range of

vitamins and minerals to support health and well-being.

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Nutritious forage

Forage ‘n’ Fibre from Rowen Barbery is formulated to provide all the nutrients a horse or pony needs for good health and vitality. Available in 20kg bags, it contains a natural blend of forages and is cereal free, so it provides a high-fibre feed that’s low in energy levels.

And, as it contains the full spectrum of essential vitamins and minerals but withouth the extra calories, it’s the ideal forage balancer for horses on maintenance or in low work, as well as good doers on restricted grazing.

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Worth its weight

Specially formulated for weight control, Dodson & Horrell’s Slim Down is a lowcalorie, low-sugar, low-starch, high-fibre feed with a built-in balancer. Cereal grain and molasses free, it can be fed as an all-in-one complete bucket feed for horses and ponies who need to lose weight or have metabolic issues.

It contains ingredients to support hooves and the immune and digestive systems and it’s highly palatable. With the option to soak, it’s ideal for horses who struggle with chaff products.

Equestrian Trade News February/March 2024 | 37

ETN | LOW CALORIE, LOW SUGAR FEEDS 10

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10 Tip the balance

Saracen Horse Feeds Essential Balancer is a complete feed balancer for horses and ponies of all ages and activity levels who do not require any additional calories.

The low sugar, low starch product can be fed alongside a forage only diet.

It contains a full spectrum of vitamins, minerals and antioxidants to support immune function, general health and well-being as well as a live yeast and healthy hoof package.

Cinnamon flavoured Saracen Horse Feeds Shape-Up Balancer is suitable for horses and ponies that are in work and overweight or at risk of laminitis.

The low starch, palatable feed provides a source of omega-3 fatty acids, plus an Acid Buf mycotoxin binder to help maintain a healthy digestive system.

Shape-Up contains a healthy hoof package providing the recommended daily intake of biotin.

11 When every calorie counts…

TopSpec Lite Feed Balancer is designed for good doers and, when fed as part of a calorie-controlled diet, equines that are overweight.

“These are the horses and ponies for whom every single calorie counts, and we do not believe you will find a lower calorie feed balancer anywhere,” says TopSpec.

Lite Feed Balancer has a cereal-grainfree, low sugar and starch, ‘non-heating’,

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high fibre formula. A considered level of protein helps maintain muscle function but avoids promoting body condition.

It is very important that this group of horses and ponies receive their requirements of vitamins and minerals, adds TopSpec.

Lite Feed Balancer allows them to receive all the micronutrients required to balance the diet for light to medium work in a small amount of exceptionally lowcalorie feed. It is so palatable that it can be fed on its own, or with a little TopChop Lite.

Long-term trials have shown that horses and ponies on restricted/poor grazing (i.e. calorie-controlled) do not gain any additional weight when fed Lite Feed Balancer.

12 Optimising the daily diet

Feeding NAF’s Five Star Optimum Concentrated Feed Balancer optimises every horse’s daily diet.

Presented as palatable pellets, Optimum is perfect for every horse - from family pony to performance athlete. It’s formulated to complement either a high fibre, low concentrate or performance diet.

When a daily feed is not necessary, Optimum can be simply given on its own.

Each pellet contains key ingredients to optimise gut function and support healthy digestion, combined with an optimum nutritional supplement specification.

38 | Equestrian Trade News February/March 2024

13 Twin benefits

If a customer is searching for a soaked fibre mash suitable for horses and ponies prone to laminitis, then SpeediBeet ticks all the boxes.

The product is 95% sugar-free and contains zero-starch with no added molasses.

Quick soaking Speedi-Beet is made from British beet pulp prepared under a patented cooking process. It provides fibre for equines on restricted grazing and has prebiotic effects too, says supplier British Horse Feeds.

Combining Speedi-Beet with the turmeric supplement TurmerAid can further support horses or ponies on a low calorie and low sugar diet, adds sister brand The Golden Paste Company.

TurmerAid easy-to-feed pellets include oil and pepper for absorption and bioavailability.

14 Less sugar than hay

Timothy HorseHage is a dust-free forage that is naturally low in starch and sugar.

Each bale goes through a unique fermentation process, converting naturally present sugars to the alternative energy source volatile fatty acids (VFAs), says the manufacturer.

Timothy HorseHage provides a sugar level consistently lower than good quality hay, yet still provides high levels of fibre. www.equestriantradenews.com

SP8 Plus

95% of Charles Owen helmets are certified to three international standards or more.

This includes PAS015:2011 which exceeds the NEW EN1384:23 standard.

BY APPOINTMENT TO HER MAJESTY THE QUEEN PROTECTIVE HEADWEAR MANUFACTURERS COMFG LTD WREXHAM

Find your local stockist at www.charlesowen.com

ETN | SAFETY FEATURE

Safety feature

Safety equipment round up. What retailers need to know. Claire Williams from BETA answers their questions.

I

f safety standards are confusing, many retailers and end users find the rules issued by the UK equestrian sports governing bodies equally complex. Whilst some disciplines copy others, there can be some very fine variations depending on what the discipline is and whether they understand the rules themselves.

Over recent years we have seen increased interest in raising the bar when it comes to safety equipment standards often from organisations such as showing that traditionally are not at the forefront of safety, especially when it comes to riding hats.

Others are seeking greater harmonisation with others through the use of shared hat tags.

We went out and asked retailers for some of their questions around standards, rules and safety equipment to try and bring clarity to an often murky area.

One of my air vest suppliers claims that they are now meeting the new European standard for air vests. I thought it was still being written – could you clarify?

The first draft of the new equestrian air vest standard is completed and it is now going through committee stage. European standards do take some years to be approved and harmonised due to the rigourous process of writing and the need to consult committees in all member states of the EU and the UK. The French testing house Critt published their own standard for air vests – the S72-800 -2022 two years ago but this is not the European standard

40 | Equestrian Trade News February/March 2024

which reflects some of the requirements in the French standard but differs in other aspects.

I have seen that there is a new standard for hi viz garments. What is it and how does it differ from the previous one.

The new standard for leisure riders and accessories was published 4 years ago. The EN17353:2020 standard supersedes two previous separate standards: EN 1150:1999 – ‘Protective clothing.

Visibility clothing for non-professional use and the EN 13356:2001 – ‘Visibility accessories for nonprofessional use, both of which have now been withdrawn from use.

EN 17353 brings together elements of each of the withdrawn standards. The main difference to the previous 2 standards is that products meeting the requirements of the new standard are no longer considered in terms of their use. Instead, their suitability in providing protection in medium risk situations is defined by their enhanced visibility properties. www.equestriantradenews.com

SAFETY FEATURE | ETN Remember that hi –viz garments are category II PPE (Personal Protective Equipment) and so must have a technical file to show compliance with the requirements of the PPE Regulation. The easiest and clearest way of showing this is through testing and compliance with an appropriate standard.

Can I still sell a BETA 2009 Body protector?

If you still have these in stock you can sell them however check first what they are buying it for.

Riders can continue to use BETA 2009 for general riding or in other activities for which there’s no specific body protector requirement.

If however they plan to participate or compete in disciplines that now require the BETA 2018 standard– Pony Club, Riding Clubs, Eventing etc or are going to wear it at a BHS riding school in lessons – then they should be buying the latest standard, with the black and blue label.

Why are standards changing all the time?

There is quite a bit of confusion around standard change vs rule changes. The change this year by many of the disciplines taking the BETA 2009 out of their rules has caused many riders to think of it as a standard change when it is anything but. The standard last changed in 2018 and the next update isn’t likely to be for some years. But when organisations change their requirements the difference between standards and rules blur and so while riders were given notice when the 2018 standard was added to the rules that the 2009 version would only have a further 5 years, notice was only taken when a withdrawal deadline was given.

Standards are usually reviewed every 5 years and in the case of body protectors by the time work is done in the European committees there is usually a 9 year gap. So since 2000 we have only had 2 new body protector standards. When it comes to hats we have actually only had one revision to the European hat standard (last year) since 2012.

The bar is being raised higher every year on safety by the riding disciplines and organisations!

The EN 17353 standard has also been devised to allow manufacturers more freedom in the design of products, given that enhanced visibility garments and devices are not intended for highrisk situations. Additionally, garments and devices are tested to meet requirements for use in daylight (day) conditions only, dark (night) conditions only, or for both daylight and dark conditions.

The other hi viz standard still in place is the ISO20471 which is for hi visibility garments used in a professional setting – ie employees and the work place. www.equestriantradenews.com

I’ve still got lots of VG1 hats in stock- what should I be telling my customers when I sell one.

The disciplines have not given any indication as to how long the VG1 will continue to be accepted.

They have indicated that they will give a decent transition period of likely 4-5 years as they have only last year changed the hat tag colour and they tend to avoid doing this too frequently.

Please note that many hats have two or more standards so as long as the hat shows one permitted standard then it will be seen as complying with the rules.

Is the new (BS) EN1384 accepted by all disciplines and is this published?

Having advised all disciplines of the impending harmonisation of the EN1384 last year, all of the major disciplines have included acceptance of the new European standard in their rules. British Showjumping are permitting it from 1 April and the only 2 organisations that have not updated their rules are UK Polocrosse and Trec, but we expect them to add the EN1384 in the near future.

Equestrian Trade News February/March 2024 | 41

PAS 015

2011

VG1

Riding discipline rule requirements

PAS 015 1998

AS/NZS 3838

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¹ KM = BSI Kitemark IC = Inspec IC Mark.

1 Where no mention is KM = BSI Kitemark IC = Inspec made, these marks are ICoptions.

Mark.

Where no mention is made, ²Alternative headwear these areas options. may marks be worn long as it has been assessed 2 Alternative headwear may be by a designated worn as longand as itahas been individual assessed a designated consentby form signed.

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www.beta-uk.org

E: info@beta-uk.org

www.equestriantradenews.com

42 | Equestrian Trade News February/March 2024

Endurance GB Riding for the Disabled2

Showing Council The Pony Club Trec GB UK Polocrosse Association

UK Ponies & Horses

Cut out and keep

the rules.

British Equestrian Trade Association www.beta-uk.org E: info@beta-uk.org

✁

ETN | SAFETY GUIDE

Extra high level of safety by combining 3 international certification standards

VG1, ASTM F1163, PAS015 and the BSI quality seal

Kitemark Excellent absorption of rotational energy due to highly adaptive helmet fit 17 ventilation slots and intelligent channels for improved air circulation

Extra deep helmet coverage for maximun protection Fine-tuning adjustment system with grippy adjustment wheel for secure and snug fit

Embracing half ring with connection to the adjustment system

Washable comfort padding Helmet suitable for individuals with long hair tied in a ponytail

AIRLUXE

SAFE IN ST YLE FOR FURTHER DETAILS AND YOUR NEAREST STOCKIST CONTACT SHAWS EQUESTRIAN T: (+44) (0)1335 370737 E: INFO@SHAWSEQUESTRIAN.COM

ETN | MARKETING MATTERS

How to promote a new product It’s new and exciting - and it’s going to make your fortune. But a launch isn’t always that easy or obvious, says Rachael Holdsworth.

Y

ou have spent months or longer developing a new product that has probably also taken a great deal of financial and emotional investment, and now you are ready to proudly present it to the world.

And it is the best thing since pelleted feed to hit the horse world, so you just need to get the word out and it will fly off the shelves and make you a million, right?

Sadly, launching a new product is not usually quite that easy, but careful thought and planning can get you off to a great start. The hard work starts now!

Photos: Peter Nixon, Elena Elisseeva/Shutterstock.com

Who, why and where?

As part of the development, you should already know your target audience and have assessed market demand.

Knowing who and where they are will help you identify the best ways to reach that audience.

You also need to identify your unique selling points so that you can let your audience know why they need your product. If you are an existing business, you will already have routes to market in place and will be able to introduce the new product to your established channels.

As a new business, you will need to work much harder to attract your audience and make your voice heard.

However, the enthusiasm that usually comes with launching a new enterprise is often one of the best sales tools!

If you are selling direct to the consumer, you should also consider whether you wish to sell through equestrian retailers too. It is important to establish a price point that will

 Well-managed brand ambassadors can get consumers engaged with new products.

accommodate both routes, either now or in the future.

Content material

Whether you are a new or existing business, you will need marketing materials to launch your new product.

A picture speaks a thousand words and it is worth investing in a professional photographer and/or videographer to create your key images or videos that will be used in the media, on websites and brochures.

These can be supplemented with phone images and videos which are quite good enough for social media use.

Get social

Social media is now an essential element to any marketing campaign and can quickly get the word out about your new product.

Posting information, lifestyle images and videos will help get your product noticed but remember that social media is intended to be ‘social’. Keep it light, add humour and cuteness if and where

44 | Equestrian Trade News February/March 2024

appropriate; use testimonials and useful or educational information to keep your audience engaged.

It is also important to engage with other pages and groups, sharing useful posts and adding supportive comment that may get your page noticed and encourage followers.

Working with carefully selected influencers or brand ambassadors to post about your product to their large following will also help spread the word and helps to build your audience.

Consider the profile of your audience and use the social platforms that best serve your desired customers. In the equestrian world, Facebook and Instagram are both widely used, with TikToc now increasingly part of the mix.

If you are targeting professionals and businesses, LinkedIn is a great platform.

Remember that social media is content hungry, so it is better to have a few channels that work than too many channels that you cannot keep updated. If you struggle for time, you can easily outsource your social media management to a professional PR agency who will also know how to make best use of targeting, sharing, paid ads and using influencers.

Website for detail

Give careful thought also to writing your website text. It should be engaging, accurate and provide all the information that your potential customers may need.

Your website is your online brochure and should not be underestimated in its value in explaining your product in detail.

While other platforms may get more reach, they act as signposts and www.equestriantradenews.com

MARKETING MATTERS | ETN

STOCK UP NOW

 Press releasing your people and products can prove highly fruitful.

advertisements, directing people back to your website where they will find the real nitty-gritty they may be looking for.

Your website can also be updated to provide specific landing pages for special offers or promotions, and analytics will give you useful feedback as to where your audience is finding you.

Media opportunity

Whether in print or digital, there are many opportunities to get your new product mentioned in the media and a press release should be issued to announce the launch.

Equestrian magazines are often interested to feature new products and a competition prize not only gets you space on the page but also gets product out into the hands of consumers. It is worth following up with prize-winners to get their picture and comments for a social post.

Depending on your budget, paid advertising space is well worth considering and can form part of a coordinated campaign of print and digital activities with a publication.

Direct marketing

Email newsletters are a popular choice for sharing product news. If you don’t have your own GDPR compliant database of opted-in contacts, you can opt for a take-over email with a reputable organisation, such as ETN. Some of the equestrian disciplines also now offer to send out emails to their members. As well as product information, pictures and a link to your website, an offer or promotion can prove very effective.

Exhibition time

People buy from people, and face-toface selling is one of the most persuasive ways to get to new customers. www.equestriantradenews.com

Whether you take a stand at your local show or go for one of the bigger events such as Badminton or Burghley, putting your new product in front of the consumer is very effective.

Likewise, if you wish to target retailers, then exhibiting at BETA International will provide you with an opportunity to talk to many retailers all under one roof.

New product galleries and innovation awards are there to help you highlight your new product to visitors, and all events provide opportunities to create content for your ever hungry social media platforms.

The aim is to create a buzz around the launch of your new product and if this sounds a little daunting, consider using the expertise of a specialist PR and marketing agency to get your product off the ground. An agency will work with you to create a tailor-made campaign, and will handle activities such as media liaison, social media management, copy writing for websites and brand ambassador management.

Colikare

R

the must-have supplement for spring

Our award-winning, no-rinse wash sells all year round

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About the author:

Rachal Holdsworth is from Holdsworth PR Ltd, an experienced agency offering the full spectrum of public relations and marketing services to equestrian and rural businesses, assisting companies to achieve their goals.

Services include social media/ influencer management, media relations, direct marketing, sponsorship and event management. “We care about your brand and getting your message heard through innovative, effective solutions,” says Rachael. Find out more at www.holdsworthpr.co.uk.

BUY DIRECT WITH NO MOQ OR BUY FROM BATTLES Email info@pro-equine.com for details

Caring for horses naturally

www.pro-equine.com

Equestrian Trade News February/March 2024 | 45

ETN | PRODUCTS FOR ITCHY HORSES

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1

4

2

Starting from scratch 1

Inside-out approach

Omega Equine’s ComfortSkin supplement contains palatable, natural ingredients for an inside-out approach to skin care and health.

Biotin, seaweed and rosehips support skin, hoof and coat quality, in turn helping manes and tails flourish.

ComfortSkin also offers turmeric, echinacea and tart cherry.

There’s also moringa leaf and aloe vera for vitamins, minerals and key nutrients for optimal overall health and wellbeing.

2

For horse and rider

Itch-Eze Gel from Pro-Equine features tea tree and cajeput in a light aloe vera gel.

It has a peppermint smell and is designed to be applied to irritated areas. It is the ideal application for the top of the tail and the mane, says ProEquine.

Riders can use Itch-Eze products on themselves too, adds the company, as they’re great for sunburn.

Itch-Eze Gel comes in 150g and 300g tubs. There’s also a spray available in 250ml and 500ml recycled plastic bottles.

3

Itchy management tool

The Lincoln Itchy Switchy S.O.S. Starter Pack comprises a weatherproof backpack containing products to manage seasonal itching.

Inside is 1 x Itchy Switchy S.O.S. Shampoo, 1 x Itchy Switchy S.O.S. Skin Aid and 1 x Itchy Switch S.O.S. Skin Shield plus a Lincoln Dogbone Sponge.

This pack provides a complete system to care for horses’ skin this summer. All products are full sized and the useful backpack keeps everything together.

4

Saving their skins

Science Supplements’ Skin & Coat contains 13 different essential nutrients to support a healthy coat and skin.

Its formulation includes DHA and EPA which have been shown in scientific studies to help animals with insect bite sensitivity, says Science Supplements.

Other ingredients include zinc which can support hair growth, MSM as a source of sulphur which in turn is a building block for the protein keratin - a component of hair and skin, and biotin which is also associated with keratin production.

In addition, Skin & Coat contains high levels of the antioxidant vitamins C and E.

46 | Equestrian Trade News February/March 2024

5

Valuable oil at competitive price

With its high omega 3 content (5658%) and balanced levels of omega 6, PureFlax Linseed Oil is proving a popular choice to support coat and skin condition.

It’s a big winner for its sensible pricing too with 5 litres at £25.99 (RRP) and 20 litres at £84.99.

Grown, harvested, cold pressed and bottled on the PureFlax farm in Yorkshire, production from field to container happens within just 400 yards.

PureFlax Linseed Oil is 100% natural with full traceability. It’s FEMAS and NOPS approved, and available to the trade via Battles and Trilanco.

6

Complete skin care collection

NAF has a complete collection of skin care products, all neatly branded and with great shelf appeal.

Love the SKIN he’s in D-Itch Skin Spray is for misting over irritated areas of sensitive skin, to maintain a healthy coat throughout the year. Ideal for use following midge bites or signs of seasonal skin challenge, it can also be used over minor wounds. www.equestriantradenews.com

PRODUCTS FOR ITCHY HORSES | ETN

5

6

Equine seasonal itching can take hold at this time of year. While concerned owners should always be directed to their vets, retailers can stock products associated with good skin and coat condition.

Love the SKIN he’s in D-itch Supplement provides a unique blend of scientifically verified, naturally sourced antioxidants to flush out the build-up of free radicals associated with itchy, irritated skin.

D-Itch also includes herbs and nutrients to support strong, healthy skin from within. It’s recommended to start feeding the product prior to the onset of midge menace, says NAF. Love the SKIN he’s in D-itch Lotion works in two ways. Firstly, it sinks deep into the skin to help support damaged or irritated skin back to its normal healthy condition. Secondly, it works as an effective barrier to protect the skin from environmental and seasonal challenges.

Applied two to three times a day, love the SKIN he’s in D-Itch Lotion will help keep horses’ skin healthy all year round.

Love the SKIN he’s in Skin Salve comforts itchy, irritated areas of skin.

The water-based product contains MSM with calendula, almond and tea tree oil to soothe flaky areas, rashes and minor abrasions Love the SKIN he’s in Skin Wash is a gentle blend of herbal ingredients, including teatree oil, designed to help www.equestriantradenews.com

support damaged or challenged skin affected by lumps, bumps, rashes or mild irritations.

This 3 in 1 product provides optimum skin care. It can be used as a hot towel wash following clipping or for a deep clean, as a cold wash for a refreshing cleanse to lift sweat, grease and dust from the coat, or applied directly to the skin in a concentrated form to address specific areas requiring attention.

Every 1 litre bottle of love the SKIN he’s in Skin Wash comes with a free NAF Deep Cleansing Towel.

7

Trial outcome was less itching (no picture)

Can a diet supplemented with the same plant-based oil shown to help humans with eczema and dermatitis also benefit sweet itch prone horses?

A researcher at the Hochschule Osnabrück University of applied sciences in Germany has been testing the theory.

A study was carried out using 34 Icelandic horses. Diets were supplemented with plant-based omega 3/6 fatty acids (SDA and GLA).

A UK-grown omega-rich plant seed

oil called Buglossoides arvensis (aka Ahiflower) was chosen because it is said to be the richest combined dietary source of these fatty acids.

The horses were kept in humid and increasingly warm climate conditions between 2023 and the comparator 2022 season where midge pressure was high.

A daily intake of 40 ml Ahiflower oil was given on top of their usual grain ration. Key variables during the 75-day investigation period were eczema levels at head, mane and tail; need for using topical anti-inflammatory creams; and need for wearing fly rugs.

The overall outcome was less itching, less hair loss and shinier coats.

Previous research by Purina Mills in the USA shows that dietary Ahiflower oil balances a horse’s omega-3 and omega-6 levels favourably, mirroring that of fresh pasture, and reduces various inflammatory bio-markers.

Ahiflower oil for horses is available in the UK through Pavo and its subsidiary brands. Ahiflower oil and micronized seed ‘crumbles’ are offered as ingredients for new product development.

Full trial results are available.

Equestrian Trade News February/March 2024 | 47

ETN | FOOTWEAR

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5

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It’s all about footfall

What they put on their feet matters to equestrians. It’s got to be safe, sturdy, supportive, weatherproof and, of course, look good too. Here’s some of the latest footwear to step into the market.

1

For outdoor chores

The Kelmarsh Rubber Boot from Ariat is made in fortified rubber to keep feet dry during all outdoor chores.

This smart welly has an adjustable back closure and an easy-off heel-kick feature.

A removable all-day cushioning insole offers comfort, especially on concrete stable yards.

2 The go-anywhere boot

The Hy Equestrian Wheston Jodhpur Boot can be worn for riding, days at the yard or to create a smart country style for days away from the horses.

The toe and main body of the boot are in a smart suede, while the heel and rear are finished in a croc effect crackled leather.

The pull-on boots have glitter sparkle elasticated side panels and tabs for an extra special look completed with the signature Hy Equestrian pin shield.

There’s a durable sole for good grip on any terrain; plus a padded, breathable lining and insole for comfort.

3

Practical good looks

Premier Equine’s leather Vinci boot combines style with practicality. A unique HydroGuard technical membrane makes them breathable yet fully waterproof and the microfibre leather reinforcements at the toe and heel give extra durability.

Dual-density foam cushioning in the sole and insole, plus the anatomical design, means the boots are comfortable to wear all day and the non-slip tread provides security under foot. At an RRP of £66, the boots are very affordable, too.

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All-day comfort on the yard

Elico Horsforth Boots are a good quality, short style with a cushioned inner sole to keep your customers comfortable when they’re at the yard all day.

They’re great looking too, with waterproof, crazy horse leather outers.

48 | Equestrian Trade News February/March 2024

The shock-absorbing, profiled, rubber soles have sturdy heels. Laced fronts make for a secure, supportive fit.

In brown, the Horsforth has an RRP of £69.95.

5

When the boots come off…

The Trax Trainer is LeMieux’s first all weather, all terrain waterproof trainer.

Ideal for equestrians on their dog walks, for yard work and spectating shows, the Trax is equally comfortable and stylish for everyday casual wear.

The Michelin rubber sole’s tread pattern provides stability on slippery surfaces while reducing the build-up of mud and gravel in the cleats.

Ergonomically moulded insoles provide all-day support; the EVA foam midsole offers shock absorbency. A waterproof lining and wipe-clean, water repellent upper fabric keep feet dry.

Durability is boosted by a TPU overlay and rubberised laces. Trax also features reflective tape detail. www.equestriantradenews.com

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The way we worm:

ETN | WORM CONTROL

changing hearts and minds It could have been a movie script… tiny ethical company in rural northern England takes on giant pharmaceutical corporations. In fact, 25 years on, Westgate Labs - that ‘little’ company - has done much to unite the equine parasite control sector in the face of a universally agreed threat. ETN takes up the story of a business and the parallel changing landscape of equine worming.

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 Gillian Booth and David Booth founded Westgate Labs 25 years ago on their farm in Northumberland.

orse wormers were first developed in the 1960s, a spin-off from agriculture where they were revolutionising farming and the animal health sector.

Fenbendazole and pyrantel were the first chemicals on the market licenced for equine use. Suddenly there were cheap and effective drugs to combat the scourge of parasite related disease that were presenting in our horses.

Alongside small redworm, ascarid and tapeworm which continue to be some of our most common and pathological disease threats today, the large redworm, Strongylus vulgaris, was particularly prominent before the advent of chemical dosing.

The larvae of this parasite can be very destructive in the body, migrating through the gut walls of their host to munch their way through the arteries lying close to the intestinal tract. Burdens of this parasite are therefore synonymous with catastrophic aneurisms, ruptures and major colic episodes due to loss of blood supply to the intestines - earning them a deserved reputation for pathological disease and destruction.

The advent of new drugs to guard against this damage was groundbreaking. On the advice that preventative treatment given every 8 weeks would protect horses from these ravaging worms and their devastating consequences, horse owners were only too happy to comply.

The regular treatments caused a massive decline in the threat of the large redworm which, due to its longer lifecycle of 6-9 months, (rather than 4-5 weeks of the small strongyle) meant it was all but eradicated in the UK. Effective chemicals meant disease from parasites was largely the preserve of neglect or ignorance. Although the older

50 | Equestrian Trade News February/March 2024

chemicals were seen to wane in effectiveness, the advent of first ivermectin in 1994 and moxidectin in the late 90s bolstered our armoury and all was well.

That was until alarming noises from the agricultural sector began to break the comfortable silence in this space. 90s band The Verve nailed the soundtrack with their hit single The Drugs Don’t Work and discussions around wormer resistance first began rising to the fore.

It was against this backdrop that the seeds of Westgate Labs began. The Booth family had bought a dilapidated smallholding in Northumberland and moved their family horse home from livery at the local riding school. As the number of horses grew, they were looking to do the right thing to take care of them.

• Small redworm resistance to fenbendazole first reported in 1965 • Pyrantel resistant small redworms begin to be reported in some published studies (M.R. Chapman et al. 1996)

1997

• The Booth family do the first worm egg count on their own horses. The samples are tested through their vet. It takes three weeks to get results back and there’s no clear guidance on what to do with them. It piques David’s entrepreneurial streak.

• David uses his previous science and laboratory experience to learn the Modified MacMaster technique for worm egg counts and they test their own horses.

1998

• Not seeing many worm eggs in their own horse’s samples, David looks to the local horse population to validate results. When daughters Claire (now Shand) and Jennifer go out to compete, David collects samples from other horses which return high test results, validating the methodology and confirming a worm problem in the wider horse population.

• Moxidectin is authorised for use in horses in the UK, it’s still the newest chemical in our armoury of five. www.equestriantradenews.com

WORM CONTROL | ETN 1999

• ON 11 February, David and Gillian Booth put their first advert into Horse & Hound promoting ‘worm count your horse’. Horse poo and cheques begin to arrive at the tiny dairy they had converted into a laboratory. Westgate Labs is born, pioneering postal worm egg counts for horses.

• Widespread fenbendazole resistant small redworm now recorded in many countries.

Ivermectin remains highly effective against small redworm in horses (Lyons et al., 1999)

2000

• David & Gillian gain their SQP qualification to enable them to give worming advice to horse owners. Gillian begins writing editorial for magazines to inform horse owners about this new way of approaching parasite control. To this day, the company remains at the forefront of education and best practice advice.

2002

• Westgate do their first trade stands to increase knowledge around worming. At Equine Events in Harrogate, Edinburgh and Your Horse Live in Warwickshire, most customers have never heard of a worm egg count.

2012

• Westgate expands again into a purpose-built lab in the converted piggeries on the farm.

• Ascarid resistance to ivermectin and moxidectin confirmed (Reinemeyer 2012).

2013

• Sustainable Control of Parasites in Sheep (SCOPS) forms as a collaboration between the industry and Defra to address anthelmintic [wormer] resistance issues in sheep.

• Westgate Labs becomes a limited company.

• It becomes an offence under Veterinary Medicine Regulations for a prescription product – including wormers - to be advertised to the public. Before this date, wormers were regularly promoted in magazines, something that seems unthinkable now!

• Control of Worms Sustainably (COWS) is established to promote targeted parasite control for cows.

2005

2014

2003

• Westgate wins the BETA International Innovations Award for developing worm egg count retail test kits as a product merchants could sell, giving SQPs an opportunity to profit from best practice to promote testing.

• The lab expands into a portacabin on the farm, Gillian and David reclaim the farmhouse kitchen that the office had been running out of and are able to give up other part-time roles to work fulltime at Westgate Labs.

2009

• Small redworm resistance to fenbendazole is found in more than 80% of UK and German yards, 25% for pyrantel, 3% for ivermectin, not at all for moxidectin. (Traversa et al 2009) • Westgate Labs recruit their first team members including Kristy Hodgson who joined as an assistant lab technician and is now director of operations.

• Westgate join the BETA roadshow, presenting CPD training for SQPs alongside James Wishart in Newark, Devon, Kent, Lancashire and Stirling.

2010

• The British Veterinary Association issue their first guidance about responsible use of anthelmintics [wormers] in grazing animals. www.equestriantradenews.com

• Research finds overuse of wormers in horses has reduced disease but led to widespread resistance. Fenbendazole, pyrantel and ivermectin resistance in cyathostomins, ivermectin resistance common in ascarids. Good grazing management must be integrated with targeted anthelmintic treatments. (Matthews 2014) • The EquiSal test, the ELISA to detect tapeworm from horse saliva, is launched by Austin Davies Biologics.

2015

• Gillian and David Booth’s daughter, Claire Shand officially joins the business as marketing director.

• Westgate Labs launches a new website that integrates with the database to enable customers to view their full history of results online and manage their account.

 Westgate team are a familiar sight at horse events answering worming questions and promoting testbased parasite control to horse owners.  The first advert promoting worm count services appeared in Horse&Hound in 1999.

 Worming adverts were common before restrictions arrived in 2013.

2016

• Westgate designs and launches the first pinworm test kit in response to rising cases of this parasite (thought in part to be a result of less blanket worming).

Equestrian Trade News February/March 2024 | 51

ETN | WORM CONTROL 2018

 Westgate Lab’s range of compostable, reusable retail packs of their most popular lab tests was launched in 2019.

• Equitape (the market’s only licenced single chemical choice for praziquantel) is withdrawn from sale. A specials manufacturer steps up to produce an extemporaneous preparation available from a vet on prescription (POM-V) under the cascade licence. Losing a speciestargeted, over-the-counter option is a backward step for addressing resistance. Westgate responds by issuing best practice guidance for prescribers.

2019

• Westgate Labs launch their All-Seasons Subscription Service and relaunch their retail kits with a zero-waste design that re-uses the compostable pouch as the envelope which is then composted on the farm muckheap when it arrives back in the lab.

• Austin Davies Biologics launch Small Redworm ELISA blood test that allows detection of encysted larval as well as adult stages of small redworm.

• Westgate director of operations, Kristy Hodgson wins the National Equine SQP Of the Year award for an extremely high level of knowledge, enthusiasm, professionalism, and passion for the industry to customers and the wider equine community.

2020

 CANTER representatives gather for the launch in March 2023

• Westgate’s All Seasons Subscription service wins a BETA business award, and the new Faecal Sand Test Kit wins the Judges’ Choice Innovation Award at BETA International, chosen as a product that ticks all the boxes for design, technology, sustainability, visuals and has a real wow factor.

• COVID hits and the lab adapts to social distancing, taking on work from other labs forced to close to ensure horses are tested.

• Westgate update all their packaging materials in line with the retail pouches, to go compostable, reducing their waste to landfill by 75%.

• Westgate launch a new interactive online training course on targeted parasite control with EquiToolz that is completed by more than 2,500 people.

• Kristy Hodgson wins the Outstanding Customer Service award at the National SQP Awards.

2021

• The First Equine Anthelmintic Resistance Stakeholder Workshop run by the Veterinary Medicines Directorate (VMD) takes place with more than 60 delegates from across the veterinary, pharmaceutical, diagnostic, welfare and research sectors. Westgate Labs participates representing the diagnostic and SQP sectors.

2022

• Wormer resistance is discussed at the National Equine Forum, Claire Stratford and Alison Pyatt from the VMD, David Rendle from BEVA and Claire Shand from Westgate Labs present.

• BEVA publishes data from 2018-19 showing that 11 wormers are sold for every worm egg count performed on UK horses.

• Anthelmintic resistance status and emerging trends (Nielsen 2022) • Small redworm are widely resistant to pyrantel and fenbendazole, isolated reports of ivermectin and moxidectin resistance found in recent years.

• Ascarids are widely resistant to ivermectin and moxidectin.

• Pinworm has been documented resistant to ivermectin and moxidectin.

2023

• CANTER, the outcome of the VMD Equine Anthelmintic Resistance Stakeholder group, (Controlling ANTiparasitic resistance in Equines Responsibly) launches. The new pan-industry group, the first of its kind worldwide, is formed to tackle the increasing threat that wormer resistance poses to horse health and the equine industry. Claire Shand sits on the Core Steering Group and leads the Communications Subgroup, Kristy Hodgson is a member of the Diagnostics Subgroup.

• Published research documents small redworm resistance to ivermectin and moxidectin products in UK horses. (K.E. Bull et al 2023) • Published research finds a lack of efficacy to both praziquantel and pyrantel in treating equine tapeworm (Nielsen 2023).

• Westgate Labs win Online Retailer of the Year at the National SQP Awards recognising animal welfare is at the forefront of our work, Marketing director Claire Shand wins Equine SQP of the year for her efforts throughout the equine health sector giving back to the industry in CANTER and other roles, confirming her expert knowledge and true professionalism her role.

2024

• Westgate Labs celebrate their 25th birthday and continue to lead and innovate in the sector.

Today, the company has 15 members of staff while founders Gillian Booth and David Booth remain very much involved as non-executive directors.

52 | Equestrian Trade News February/March 2024

www.equestriantradenews.com

BETA INTERNATIONAL NEWS | ETN

BETA INTERNATIONAL

TRADE FAIR NEWS

Horse&Rider Magazine returns as New Product Showcase sponsor BETA International is delighted to announce that Horse & Rider Magazine, the UK’s best selling equestrian monthly magazine, will be sponsoring the New Product Showcase at the September event, for a second year.

The Horse&Rider New Product Showcase will return as the place to see what’s new to market and coming soon across the equestrian and country space.

Last year’s hundreds of entries were grouped by categories: Clothing and Footwear; Bedding and Yard Equipment; Safety; Feed, Supplements and Forage; General and Gift; Saddlery and Tack; Horsewear, Horse and Equipment; and Sustainability.

“The New Product Showcase is a must-see area for everyone who comes

to BETA International,” said Claire Williams from BETA International. “We are thrilled to Horse & Rider Magazine is sponsoring this area again- we loved working with the team last year and were really excited to see how they made the sponsorship extend to their amazing website and magazine too, giving the exhibitors and winners even more exposure.”

“Horse&Rider readers want the best for their horses in all aspects of their care,” said Louise Kittle Editor-in Chief Horse&Rider Magazine. “They want us to bring them the latest developments in everything from horse and rider clothing to safety equipment, tools to feed, which is why we’re continuing our sponsorship of the New Product Showcase. It’s the

perfect fit for our brand, and I look forward to sharing the 2024 entrants in the showcase with our audience.”

All exhibitors at BETA International have the opportunity to submit one product to the Horse&Rider New Product Showcase for free with additional entries incurring a small extra charge.

For more information on BETA International, see www.beta-int.com, and to find out more about Horse&Rider Magazine, see www.horseandrideruk.com

BETA International 2024 Sunday and Monday 22 – 23 September

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WHERE THE EQUESTRIAN INDUSTRY MEETS TO DO BUSINESS

Book by 29 March for early bird stand rates For more information please contact sales@beta-int.com www.beta-int.com www.equestriantradenews.com| or call +44(0) 1937 582111 | Equestrian Trade News February/March 2024 | 53

ETN | RETAILER PROFILE

Driving success

on the high street

Deborah Hayward visits Sarah Jones, owner of A1 Equine in North Yorkshire, to find out more about her first bricks-and-mortar equestrian store.

T

 Sarah loves the store’s doublefronted building, large windows and fantastic kerb appeal.

he old chemist shop in Bedale, a tiny market town in North Yorkshire, used to be a busy dispensary where people popped in to collect their prescriptions and stock up on tonics, toiletries and first-aid essentials.

Today, the attractive double-fronted building is home to A1 Equine, a smart equestrian store.

Since throwing open its doors last August, it has welcomed riders from across the region, as well as local farmers and shoppers – and owner Sarah Jones has been quick off the mark to capitalise on the store’s handy high-street location.

“This is a massive hunting area and there’s the racing just up the road in Middleham,” she says. “I used to drive racehorses for Charlie Johnston (son of trainer Mark Johnston), so a lot of the jockeys come here.

“The Young Farmers like our Jack Pyke gilets, shirts and shorts, and our giftware, handbags, purses and accessories go down a storm with people who pop in. They also buy riding socks, tops and jackets, as they are ideal for casual wear too.”

54 | Equestrian Trade News February/March 2024

Setting up shop

Although this is Sarah’s fifth year as an equestrian retailer, it is her first foray into bricks-and-mortar.

“I started online back in 2020 with lockdown,” she explains. “I produced and sold horses with my daughter, Paige Wright, who is a very talented showjumper, and we were travelling around to lots of competitions.

“When Covid hit, all the shows stopped, so I used my £2,000 savings and set up A1 Equine, selling second-hand stuff of our own at first until I got some suppliers.”

Sarah, who lives in Bedale with her two daughters, Paige 18, and Alexis, 13, still runs the online side of the business, but fell in love with the old chemist shop as soon as she set eyes on it.

“It’s those big windows and frontage,” she says. “I had to be patient, though, as it took six months from viewing to actually signing the lease, but when we moved in, I was over the moon. This is very much my baby.”

www.equestriantradenews.com

RETAILER PROFILE | ETN

A different offering

The A1 Equine Store’s large showroom is divided into two different zones and has a changing room. “We have all our riding hats – Charles Owen, HKM, Premier Equine and Kep – and Champion body protectors in what was the dispensing area,” she explains. “It’s a bit of a standing joke, as people say they feel really naughty going up there.

“Then, we have lotions, potions, girths, headcollars, socks, gloves, belts, toys, breeches, riding tights, boots, tops, jackets, coats, trugs and treats. There’s everything, really – we even have dog beds and coats, and handmade wooden rocking horses.”

Spreading the word

Sarah’s equestrian contacts and the A1 Equestrian Store’s kerb appeal, coupled with social media, have ensured that news of its arrival travels fast. “We have taken ads in the local On Your Doorstep magazine, and Facebook and our website have helped with sales,” she says.

“I think our approach to customer service makes a big difference, too.

If we don’t have something in stock, we will always try to get it in for customers, and people appreciate that and will wait. Bedale is a very tight-knit community and they like to shop local.”

 The old chemist’s dispensary in Bedale is now home to a wide range of riding hats and body protectors.  The A1 Equine Store has a fantastic collection of rider wear and equestrian gear.

Sarah gets a lot of her supplies from wholesalers. “It makes it really easy, as we can get everything in one place,” she says. “Our customers range from tiny children to competition riders, so we try to stock a wide range.

“We have Penelope for showjumpers and Equetech for hunting, and Cameo Equine is very popular for everyday riders. We sell a lot of HKM and deal with them directly. The quality of their products for the price is exceptional.”

Sarah only ever stocks what she has used herself, so she is particularly excited to have an order for EuroStar. “It is a personal favourite of mine and will be introduced as our high-end range in spring/summer,” she says.

Learning to switch off

One of Sarah’s main challenges is creating the perfect balance between home and work life, and this is clearly a work in progress. “Being online and having social media means that I am constantly accessible to people,” she says. “So, when they message me at 10, 11 and 12 at night, I always reply.

“I know that is not the right thing to do, as I should have a cut-off and stick to it. But, when it’s your own business and you want to please everybody, you never seem to switch off.”

Sharing the load

Sarah plans to tackle the long hours she spends in the shop one day, but for now she sees the hard Keeping things work and long hours as a running necessary price to pay.

Sarah is working flat out to “Eventually, I will reduce keep her business running the hours I work,” she says, smoothly. “I am in the store “but at the moment the seven days a week at the  Coco, Sarah’s small dog, is customers seem to want to moment, which is hard,” a big hit with customers. deal with me. I know every she says. “I have a friend inch of the store and exactly where to who will do the odd Sunday for me, though, and my youngest, Alexis, loves to look when they want something.

“I try to go out with friends a lot in the help out. She is really good and I would evenings, otherwise work will become like to open a second shop for her to run a massive chore and I don’t want that one day.” to happen. Sometimes, it’s burning Sarah’s constant daily companion the candle at both ends, but I do this is Coco, a cute and fluffy chihuahuabecause I have to have a life while I am cross-Maltese terrier who is a big hit still young enough.” with customers. www.equestriantradenews.com

ETN asks Sarah…

Are you the only equestrian store in the town?

Yes. There were two many years ago, but now, other than a pet shop across the road, it is just me.

In addition to retailing and producing showjumping horses, what other skills do you have up your sleeve?

I have my HGV licence and driver CPC [certificate of professional competence] card. I have always worked in the horse industry, where I have ridden and taught.

Are you planning any extra promotional events?

I used to do a tradestand at point-to-points when I had a big wagon. I don’t do it any more – even when people ask – as it would mean having to have double the stock or emptying the shop every time I did a show.

Are you still involved in showjumping?

Yes, lots of my friends are in the showjumping world and my daughter Paige is going to Valencia [Spain, for the Sunshine Tour] with [top rider] Harry Wainwright for six weeks.

Do you miss working with horses?

No, I wouldn’t want to go back to selling horses. Times have changed and it is not what it was. Back then, kids were brave and gutsy, and got on with it. Jumping ponies were very sharp. Nowadays, there is a lot of money in the job, but not a lot of common sense. Some people think if they pay a lot of money for a pony that their child will instantly win HOYS – even if they can’t ride it and it doesn’t work like that, as we all know!

Equestrian Trade News February/March 2024 | 55

ETN | REPORT

Turning back the pages…

For more than four decades, ETN has reported on the equestrian trade.

Let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.

Five years ago...

Twenty years ago...

In February/March 2019, ETN reported:

In February/March 2004, ETN reported:

Ten years ago...

Thirty years ago...

In February/March 2014, ETN reported:

In February/March 1994, ETN reported:

• Nottinghamshire businessman Mark Ryan acquired the brand names PolyPads and New Equine Wear from former owner Lee Buck. Mr Ryan, who set up a new company called PP Equestrian to continue manufacturing the products in the UK, already made mats for cars and vans.

• After ten years working at Equilibrium Products, Laura Cutter left her position as marketing manager to set up as a freelance marketing consultant.

• Eva Marina Böhm, who invented the MagicBrush grooming range, sold the brand to its long-time distributor, German wholesaler Albert Kerbl.

• Horse racing resumed on 13 February after a six-day shutdown caused by an equine flu outbreak. Multiple cases had been confirmed at 16 locations in the UK, while the virus was reported to be spreading across northern Europe with the Republic of Ireland, France, Belgium and the Netherlands affected.

• Jabez Cliff and Co, which traded as Barnsby Saddlery, entered a Company Voluntary Arrangement (CVA) with its creditors. The Walsall based saddlemaker has made seven staff redundant and asked its self-employed saddle fitters to hand back their vans.

• Matchmakers International was acquired by International Riding Company Ltd (IRCL) for an undisclosed sum. IRCL was a new company formed to invest in the owner of the Caldene, Masta, Harry Hall, Cottage Craft and Tottie brands.

• Equine nutritionist Teresa Hollands, who had been with Dodson & Horrell for 20 years, left the company for academia. Also moving on “to pursue new interests” was Richard Lawrence, erstwhile sales and marketing director of Matchmakers International and BETA Trade Fair committee chairman.

56 | Equestrian Trade News February/March 2024

• In early signs of trends to come, a group of scientists specialising in equine parasitology wrote to the Veterinary Record warning that inappropriate use of equine wormers may have a detrimental effect on resistance to certain chemicals.

Meanwhile, BHS chief executive Kay Driver was urging people to take up riding “to combat obesity in line with the Government recommendations.”

• Staff from Dumfries retailer Gee Gees were pictured enjoying their prize of a ‘Puffa party’ night out at Olympia, hosted by the brand’s chairman Paul Botterill and his wife Tina.

• Philip Ghazala, best-known to the trade as founder of Verm-X natural parasite control products, won the Hartpury College Equestrian Voice of the Year competition. He was promptly invited to MC the inaugural BETA Gala Dinner and Awards Night. The evening ended up being cancelled due to a fire at the Metropole Hotel where it was to be held.

• As BETA International drew to a close at Sandown racecourse, a move to the NEC, Birmingham, was announced. Harold Knight, chairman of BETA Trade Fairs Ltd, said it was “an opportunity to do the industry justice.”

• Riding hat manufacturer Champion secured a priceless three-minute slot on prime-time BBC television when managing director John Ayres appeared on That’s Life. The consumer show hosted by Esther Rantzen had discussed riding hats previously – and not always positively.

• Nicky Mackenzie joined South Essex Insurance Brokers as equestrian sales manager. Christine Smy joined Dengie as product development manager and nutritionist; and Nicholas Wood joined W & H Gidden as managing director, succeeding Michael Gidden who became chairman.

www.equestriantradenews.com

BETTER BUSINESS | ETN

Magazines create attention that’s immersive and focused.

Attention grabbers In today’s competitive world, relevant and engaging advertising matters more than ever. Gareth Jones reports on the role of magazines in the modern media mix.

Photos: benjamas11/Shutterstock.com, Elena Elisseeva/Shutterstock.com

I

n today’s media landscape, there are more opportunities than ever to capture the attention of potential customers, yet studies show a decline in the attention paid to online advertising. Why? Because attention is a finite resource and in response to increasing demands for their attention, consumers are becoming very selective when it comes to engagement.

It seems the more advertisers try to squeeze the last drop of attention out of their customers, the more defences they encounter. Whether it’s digital detox, banner blindness or adblocking, consumers are switching off online – it’s all just too much.

With numerous new ways to reach customers evolving all the time and the ability to measure page impressions in near-real time, the tendency has been to focus too heavily on the number of people looking at an ad. However, over the past few years, the advertising industry has started to recognise that simply seeing an ad is not the same as paying attention to it. Furthermore, recent research into this topic makes a strong case for factoring in customer attention when planning an advertising campaign.

Consumer magazine media marketing agency Magnetic has been concerned with attention for some time. Its report, Pay Attention, looks at how the different media compare in terms of the quality of attention given by the consumer and looks at its value for advertisers from a cost perspective. Because of the complexity of the subject, it draws on www.equestriantradenews.com

data from a variety of sources, including surveys, eye-tracking analysis and neuroscience techniques.

Key findings

When drawing up the report and looking at the data, a number of key findings became apparent, one of which was that magazines clearly still have a major role to play in attracting new customers.

Targeted media, such as magazines, newspapers and cinema, command the most focused attention 92% of readers agree reading magazine content online is time well spent, which suggests that content, rather than the channel used, is of greatest importance when attracting attention Attention to media content and advertising differs, but 57% of consumers

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ETN | BETTER BUSINESS seen as an important part of the overall experience of reading the magazine.

The best news is that this high-quality attention is extremely cost effective because If you consider the real price of advertising, you’re effectively paying less for it than you would elsewhere. In other words, you’re gaining more attention per pound spent with magazines compared with other advertising channels and, through that, are more likely to generate a greater number of sales and increased turnover.

So, it seems that, despite earlier predictions and warnings of its demise, magazine advertising remains very much alive and well.

For the full report and for our other work, visit magnetic.media/research or contact insight@magnetic.media

stated that magazine advertising is part of the overall experience, achieving the highest score of any channel Consumers find magazine advertising to be more relevant than that in any other channel Magazines cover subjects that really matter to their readers and this passiondriven consumption provides a highly attentive audience willing to engage Context plays a role in attention. Even if you reach the right people with the right message, they must feel it’s talking to them at the current time and that they identify with it Magazines achieve high levels of trust across a range of content areas, with average trust scores of 82% in print and 84% online

What it means for advertisers

Attention comes in many forms, but the type generated by magazines warrants some serious consideration.

Magazines create attention that’s high in quality, immersive and focused, and this translates into high interaction with the message contained in any advertising within their pages. This is because magazines: contain content that’s positive and provides a feelgood factor are relevant

 Magazines cover subjects that really matter to their readers, providing a highly attentive audience.

to the readership and this enhances the individual reader’s receptivity to the advertising represent a highly trusted environment Interestingly, in contrast to other advertising, magazine advertisements tend not to be rejected, and, in fact, are

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About the author:

Gareth Jones writes on behalf of Magnetic and the PPA (Professional Publishers’ Association). Magnetic is the marketing agency for consumer magazine media.

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