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Equestrian Trade News

May 2014 Volume 38, No 5 Monthly

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

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Comment YOU can have groceries delivered at 11pm any night of the week and shop yourself silly with Amazon until the small hours. Yet you can’t usually buy a hoofpick at your local tackshop after 4pm on a Sunday afternoon. I was happily browsing in a lovely, busy saddlery shop the other Sunday when I was politely but firmly ushered to the door at ‘chucking out time’. “Not our fault, it’s the law,” customers were told as they reluctantly put their plastic back into their purses. So with a general election on the horizon, how about one of the major parties getting behind reforming our archaic Sunday trading laws*? Many horse owners want to shop when they’ve just got home from a show. That’s the time they’re fired up with enthusiasm or frustration. They realise they need a new bit, have split their jods or are stricken with an attack of glittery browband envy. And if the shops aren’t open, they’ll go online. Nothing wrong with online shopping, of course; but isn’t restraining conventional stores from opening as well giving an unfair advantage to the Internet retailers? Some shop workers and one-person outlets might grimace. But a reform of the Sunday trading laws would give consumers and retailers alike that wonderful thing on which successful shopping so depends – choice. *Unbelievably, it’s 20 years since the Sunday trading laws were last addressed. Since 1994, small stores in England and Wales have been able to open when they like. However shops exceeding 280 square metres in size may trade only for six consecutive hours between 10am and 6pm on Sundays. Exemptions include petrol stations and shops at airports. TALKING of unfairness between bricks and mortar and Internet retailers, business rates really highlight the issue. While the Budget had many good things for businesses, the postponement of a revaluation of business rates, which would have benefitted many firms outside London, wasn’t one of them. WE can’t let last month’s classic April Fools pass without mention. A Joules e-shot offered a “not to be sniffed at 20% off everything Manure Couture Collection.” Thanks to advancements in fragrance technology, buyers were assured they would “come up smelling of roses.” Then there was the good news that Faulks & Cox’s Tubtrugs had been awarded a Royal Warrant. Among the regal applications for the ubiquitous container were collecting corgi poo and clearing up after the Household Cavalry. To celebrate, a Tudor Tubtrug had been manufactured overnight - available from Now that was clever, because Tubtrugs probably deserve such an accolade...

Liz Benwell

MAY 2014

NEWS.........................................................................4 LETTERS Readers have their say ............................................8 PRODUCT NEWS .....................................................10 SPONSORS & SHOWS .............................................14 SUPPLEMENTS & BALANCERS COVER STORY Dr Teresa Hollands on what – and when – to stock.............................................16 Keeping it legal: from labels to adverts...............18 Gallery of products.................................................20 RETAILER PROFILE COVER STORY Meet Surrey based Rokers ....................................26 BETA MEMBERS’ PAGE ..........................................28 SMALLHOLDING FEATURE COVER STORY Why branded is best...............................................29 Gallery of products.................................................32 PEOPLE New recruits and promotions................................34 PADDOCK & STABLE Tips and tools of the trade.....................................36 COUNTY COURT JUDGMENTS................................42

FRONT COVER: The smallholder market offers equestrian retailers endless opportunities to diversify. Check out our paddock and stable feature too as many products and ideas are as relevant to smallholders as to horse owners. Our delightful front cover image of free range hens is courtesy of The Smallholder Range from Allen & Page. For more information, visit

Rare breeds get royal support

PRINCE Charles has made a donation to the £1.5 million Equine Gene Bank appeal launched by the Rare Breeds Survival Trust (RBST) of which he is patron. The Rare Breeds of the Year Show, supported by the Horserace Betting Levy Board and RBST, is on 4 October at Houghton Hall Equestrian Centre. The 2014 RBST Watchlist, which monitors numbers of breeding animals, shows a decline in numbers across equine breeds. “As a national charity, we cannot ethically encourage widespread breeding which could add to the over-population,” said Tom Beeston of the RBST. “But we must find a way of ensuring that important genetics survive for the future. We can do that by preserving these genetics, in the form of frozen semen, in our gene bank.” The Hackney horse and pony, Cleveland Bay, Suffolk horses and the Eriskay pony are in the ‘critical’ category on the RBST Watchlist, each with fewer than 300 registered breeding females. Other breeds considered in danger of being lost are Dales, Exmoor, Dartmoor, Fell, Highland and New Forest ponies as well as Clydesdale and Shire horses. Pictured are HRH The Prince of Wales, Roger Bass chairman of the Hackney Horse Society and Tom Beeston of the Rare Breeds Survival Trust.

Ragwort in survey spotlight QUESTIONS about ragwort and infectious diseases in horses are included in the 2014 National Equine Health Survey (NEHS). Horse owners are urged to help by answering questions, anonymously if they wish, online. The survey, designed to provide a snapshot of the health of UK equines, takes place during the week 18 to 24 May 2014. The initiative is organised by pet charity Blue Cross, in partnership with the British Equine Veterinary Association (BEVA) with backing from Zoetis and Spillers. BETA is among the many equestrian organisations lending their support. “In the face of Defra’s plans to downgrade the disease status of Contagious Equine Metritis (CEM) and Equine Viral Arteritis (EVA), it’s more important than ever that the UK equine industry can demonstrate that it’s taking its share of responsibility for equine health,” said David Mountford of BEVA. “Your time in completing the survey is tangible evidence of the industry’s willingness to work together and will lend weight to the efforts being made to force the Government to change tack on the status of CEM and EVA.” Questions on ragwort control have been added in response to the proliferation of this toxic plant in the UK and the potentially fatal health hazard that it presents, he added. The survey takes just five minutes to complete and can be found at Participants can choose to enter a prize draw to win a Jeffries bridle, Olympia tickets, Arthur Carter hay steamer and other prizes.

Europe’s best farriers compete THE 2014 European Farriery Championship and Convention come to the UK this summer – and with it the chance to promote hoof care products. The event, at Myerscough College, Lancashire, in July is hosted by the British Farriers and Blacksmiths Association. Farriers from 16 countries will compete for the bi-annual European championship, which rarely comes to Britain. The convention involves international farrier clinicians delivering demonstrations and hands-on clinics.


Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: Website: Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: Tel: 01937 582111


Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: Web: ISSN 1462-9526

Allen & Page ..............................................................31 The Animal Health Company........................................39 Animalife ................................................................3 & 7 Badminton Country Feeds ............................................33 Barrier Animal Healthcare.............................................40 Battles.........................................................................15 BETA International .......................................................35 Classified ....................................................................41 Danetre Health Products ..............................................38 DKL Marketing Ltd .......................................................13 Dodson & Horrell Limited .............................................20 Earlswood Supplies .......................................................5 EasiChick.....................................................................32 Faulks & Cox Ltd ..........................................................37 Fynalite .......................................................................38 HorseFirst....................................................................23 Jenkinsons Equestrian..................................................11 Life Data Labs Inc ........................................................24 Likit.............................................................................22 Maxavita Equine Health Care .......................................21 Natural Animal Feeds ................................................OBC Sherwood Forest.........................................................IFC Snowhill Trade Saddlery..............................................IBC South Essex Insurance Brokers........................................5 TopSpec ......................................................................19 Trade Suppliers Directory..............................................25 Web Directory .............................................................42 Zoetis............................................................................9

Opportunities in China as equine export regulations relaxed EQUESTRIAN equipment suppliers will enjoy extra opportunities in China following a relaxation of equine export restrictions. The protocol for the live export of horses from the UK to China was signed on 1 April by Environment Secretary Owen Paterson and his Chinese counterpart Minister Zhi Shuping (pictured with superstar racehorse Frankl). BETA was instrumental in arranging officials’ visits which led to the agreeing of conditions under which UK based horses can be sold to China. It also brings the UK into line with other EU nations with access to this lucrative market. “Next on the agenda will be the development of a similar protocol for horse feed and supplements,” said BETA’s Claire Williams. “It’s also a significant step towards introducing equestrian equipment, facilities, expertise and knowledge to the [Chinese] market.” The protocol covers all equine breeds, enabling industry to meet strong demand. However, an Export Health Certificate will need to be agreed before exports can commence, and this may take several months.

BETA’s involvement The protocol was developed following a visit by senior Chinese officials from AQSIQ with their DEFRA counterparts. The officials’ visit in March, funded by BETA and the Thoroughbred Breeders Association, involved the inspection of UK animal health controls and visits to the Animal Health and Veterinary Laboratories Agency’s centres in Weybridge and Carlisle. “We have been developing trade in China over the last three years and this new protocol opens up a potentially lucrative market for a range of British bred horses, and sees the UK joining other EU nations that already have access to the rapidly growing Chinese market,” added Claire Williams. “During this time we have seen the number of imported horses rising from 8,000 in 2012 to 17,000 in 2013 and the market for a wide range of equestrian products has also expanded significantly. “The market is at a crossroads and next on the agenda will be the developing of a similar protocol for horse feed and supplements, which will be handled by the same government ministry. “Not only does it open the way for horse exports, it is also a significant step towards introducing equestrian equipment, facilities, expertise and knowledge to the market.”

Herbal range has new wholesaler BATTLES is distributing Hilton Herbs to the trade from this month (May). Under the new arrangement, the wholesaler will handle the herbal supplements specialist’ s equine and canine ranges. “More retailers, particularly the smaller ones, are buying through wholesalers so they can economise on shipping costs,” said Allie Tayler, business development manager at Hilton Herbs. Hilton Herbs continue to be available from other wholesalers.


One in 20 drivers has “had near miss with horse”

ROAD SAFETY: The AA is advising motorists how to drive near horses; while hi-viz specialist Equisafety has teamed up with equine lawyers to offer customers legal advice.

NEARLY one in ten (8%) drivers don’t know the safest way to drive around horses, according to the AA. The figure rises to 13% among young drivers aged 18-to-24 and drivers in London (12%). One in 20 drivers (6%) who took part in the survey admit to having had a ‘near-miss’ when passing a horse and rider. Worryingly, 17% of drivers think horses shouldn’t be allowed on roads at all. The AA has recently added information to its website to give drivers advice on how best to drive around horses

Retailers invest in ‘real’ stores RETAILERS are spending more on new shop fittings. Latest figures from the Shop and Display Equipment Association (SDEA) indicate that retailers are improving ‘real’ stores as well as ecommerce websites. More than half (57%) of shop fittings suppliers said they’d seen increases in sales during the second half of 2013 compared with the first half of the year. Nearly half reported increased sales compared with this time last year. Three-quarters expected to do even more business during the next 12 months. One in five respondents had taken on more staff during the last six months, with 52% planning to do so over the next six months. “Overall, these figures reveal a degree of business confidence not witnessed in the UK shopfittings and display industry for several years,” said Lawrence Cutler, SDEA director.

Event offered high tech trading TRADERS at Belton International Horse Trials had wireless access to the internet via a satellite broadband connection. Around 30 firms used it for card transactions during the event. The system was installed and run by technology specialist Guardbase at the request of organiser Bede Events. It’s primary aim was to provide a wireless networking infrastructure for scoring and display of the horse trial’s results. The tradestands enjoyed spin-off benefits. “Access to Paypal for electronic payments was also available,” said Hazel Evans of Guardbase. “We understand one trader used the connection to synchronise stock information and check availability of stock at its shop too.”

Bridleway ups the ante

How to drive around horses At the risk of preaching to the converted, these are the AA’s recommendations to motorists encountering horses on the road. Slow right down and be ready to stop Give them a wide berth – at least a car’s width – and pass slowly Avoid any actions likely to spook the horse(s) - splashing them with puddles, sounding your horn or revving your engine for example Watch out for signals from the rider to slow down or stop Don’t expect all riders to raise their hand in thanks when you drive considerately – if it’s not possible to take a hand off their reins and maintain control most will smile or nod their thanks instead. Accelerate gently once you have passed the horse

• • • • • •

No-win no-fee service launched A HI-VIZ specialist has teamed up with equine lawyers to offer riders access to legal advice. End users buying Equisafety products are entitled to HorseSolicitor wallet cards. These provide advice about what to do in the event of an accident, how to gain access to a free claim evaluation and, where appropriate, provision of a no-win no-fee legal advice service.


BRIDLEWAY EQUESTRIAN has appointed a PR agency for the first time. Midlands-based WPR is to promote the brand to consumers and retailers. Bridleway Equestrian was founded in 2009 to provide independent retailers with good margins and exclusive territories. “This appointment marks a milestone for Bridleway,” said marketing manager Louise Ainge. “WPR’s team have some keen riders and genuine interest in all things equestrian and makes a great match for Bridleway. We’ll be working together to achieve our objectives and push Bridleway to forefront of the equestrian retail market.” Bridleway currently works with more than 50 independent retailers who are offered PR and marketing support, plus opportunities to network with fellow retailers in the group. Pictured, from left, are the Bridleway team of Malcom Ainge (CEO), Stuart Ainge (purchasing director), Louise Ainge (marketing manager) and Marcus Cridland (sales director).

British icons launch clothing collection BARBOUR and Land Rover have announced their first joint clothing collaboration for autumn/winter ‘14. The ‘Barbour for Land Rover’ collection will be retailed from August through Barbour and Land Rover distribution channels worldwide. There will be two ranges. Country Lux introduces a new, exclusively designed tartan plus jackets, gilets, wool knits and accessories with matching luggage. Black Label is country/city tailored range to include knitwear with a black gloss trim pack alongside jackets. “The new Barbour Land Rover clothing range is fit for purpose, practical and stylish and we are delighted and proud to be working in partnership with Land Rover,” said Steve Buck, managing director of Barbour.

Could your small firm win award? COMPANIES employing up to 75 full-time staff have their own category at this year’s British Chamber of Commerce (BCC) Awards. Entries for the Small Business of the Year Award, sponsored by insurer NFU Mutual, will close on 27 June. The judges are looking for flourishing local businesses which have made a real impact within their market and communities – something many equestrian businesses do well. The BCC 2014 Awards are open to members and non-members of the BCC. For further information visit

WINNING RIDE: Audio riding lessons brand iRide won the ‘best technology in a single sport’ category at the 2014 Sports Technology Awards in London last month. The system, which enables riders to download lessons from dressage trainers Isobel Wessels, Amy Stovold and Sarah Millis from £7.99, was developed by Simon Hughes and Alison Short (pictured) of Equiweb UK. The awards’ judges included Olympic athlete Tessa Sanderson and rugby coach Sir Clive Woodward. “It was brilliant to see our equestrian product triumph over technical innovations from the worlds of football, golf and tennis,” said Simon.

NEWS IN BRIEF JOULES opened a new store at the Whiteley Retail Park near • Fareham in Hampshire on 9 April. company EquiFeast is a finalist in the innovation • SUPPLEMENTS category of the Federation of Small Business WorldPay Awards.

• •

The national awards will be presented on 21 May in London. FREE drinks are on offer to Badminton visitors who call at the HiHo Silver tradestand wearing a piece of the label’s jewellery. FEED company Keyflow’s new Trade Committed programme promotes its policy of only selling through the trade and not directly to end-users. The initiative includes training and incentives for stockists.

Why riding hats must fit Dear ETN, safer I always look forward to receiving ETN and particularly enjoyed Heading for a and g interestin some made Owen Charles of Burek Roy which in April] [ETN world informative points. However, I was somewhat surprised at the contents of Protecting precious young the riders which appeared on the opposite page. That piece clearly advocates that that uvex onyxx children’s helmet can be shared between friends and siblings; and it can be adjusted by up to 5cm to accommodate future growth of the child. Surely this flies in the face of supplying correctly fitted riding helmets? BETA recommends very strongly that consumers purchase helmets from retailers with trained staff. Attending these courses is not free, but I consider them to be essential for all staff who will be selling riding helmets. I wouldn’t like to say how many customers’ children I have fitted who originally asked for a hat that their child can “grow into” or been told “oh, she/he has only just started riding so we’ll get a second-hand hat.” I fear that if the above mentioned helmet is advertised in this manner in general with riding magazines, then the world and his wife will think it’s fine to share a hat no idea how it should be fitted correctly. The uvex helmet does meet BSEN1384 [and is Kitemarked] but frankly, if it doesn’t fit, it’s worse than useless. Yours etc Sue Berry, manager, Country Supplies Ltd, Queensbury, West Yorkshire. Maria Wynne responds on behalf of uvex and the brand’s UK distributor Zebra Products: uvex has created and patented an IAS s to 3D system which adjusts to head size and shape. This enables your customer have the helmet style that they truly want and which is not restricted by the currently traditional rigid shell shape. Some riders wanting a particular style of helmet sacrifice the fit for the look, The thereby compromising their safety. This does not happen with uvex helmets. the around adjusts it that means system ring 3D IAS the of free floating design circumference of the head by means of operating a dial, and also internally over the top of the head, therefore altering the depth of the fit to suit shallow foreheads or deep foreheads. This works in favour of the retailer too because they only need to stock of approximately a third of the volume of helmets to cater for the same number clients. Because the helmet adjusts, the fit is better and in no way compromised by the changing needs and size of a maturing skull. Parents no longer have the same financial barrier to ensuring the safety and protection of their child, because the helmet adjusts. just Adjustability also means that parents with sibling and subsequent friends and e the one pony do not have to risk the dangers of compromise with a one shape/on size helmet. The adjustability allows for more consistent protection, not less. The very statement that Ms Berry makes about her clients asking for ‘a helmet they can grow into’ demonstrates perfectly why uvex has invested so much to hand provide a 3D adjustable, cost effective solution. The days of buying a second too. ending to closer much that are riding hat The last comment in the letter again perfectly demonstrates the importance of correct helmet fitting training and sharing of knowledge between retail staff and customers. Good staff will explain how a helmet should fit correctly, and how simple it is with a uvex product, no matter what the style of the item.

Support or competition? Dear ETN, We read Toe the line to stay accredited, retailers warned (ETN April, News) about with some incredulity. And we marvel at the hypocrisy of the company [Animalife] with its pretence of supporting bricks and mortar retailers. The truth is that Animalife prefers to maximise profits by selling direct to the public via its own internet site and avoid competition including that from the majority of bricks and mortar outlets who also have web-sites these days. Yours etc Geoff Watson, director, Hyperdrug, Barnard Castle, Co Durham. Editor’s note: Hyperdrug was previously known as Market Pharmacy in Thirsk, North Yorkshire, and has been a bricks and mortar retailer since 1928. Ross Riley, director of Animalife responds: We would like to reinforce our message that the main ambition of the Animalife Accredited Retailer Scheme is to drive greater, more regular footfall into bricks and mortar retailers and reinforce the need for education and training when selling premium nutritional supplements. The equestrian industry is built on passion. No other market provides such specialist stores, with staff that share the same dedication to the sport with their customers. We understand that for many, running an equestrian retail outlet is more than just a business, it’s a way of life, and without these stores there would be little sense of rural community. This is something we are keen to support and in developing the Animalife Accredited Retailer Scheme we hope that we can play some role in maintaining this sense of community, whether it’s in a regional or national store. End users are still able to purchase through our website but free delivery has been removed since the start of the new scheme to encourage customers to use their local Accredited Retailer. We understand that some businesses have met the scheme with trepidation, but for the most part it has been greeted with positivity. More than 100 businesses are already enjoying the benefits. Accredited Retailers who also have web based stores are able to promote Animalife products online, however any sales must be made over the phone or in store to allow the proper pre and post sale service needed when selling a premium nutritional supplement.

Can half be harmful? Dear ETN, A customer recently told me her saddle fitter says that using a half pad under a saddle causes muscle wastage either side of the withers. Given that so many top riders use half pads on their horses, what are other people’s thoughts on the subject? Yours etc Mandy Mason, D&M Mason Saddlery, Scunthorpe. • See next month’s ETN for a feature on saddles and saddle fitting

ETN welcomes letters to the editor. Please write to: The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or email Correspondents are asked to supply their name and business name; requests to publish letters with name withheld will be considered individually. Please note that letters may be edited for reasons of space and clarity. 8 MAY 2014 EQUESTRIAN TRADE NEWS

Larger syringe to worm all weights

BIG horses can now be wormed much more conveniently thanks to a larger syringe from Zoetis. Equest and Equest Pramox are now available in 700kg syringe doses. The new design enables easy-grip, flexibile and accurate worming - whether treating Shetlands or Shires. The maximum weight treatable with the old syringes was 575kg. Under-dosing is a cause of resistance. Treating horses accurately according to weight will help maintain the effectiveness of the wormers currently available, says Zoetis. “Worming larger horses often meant the inconvenience of two syringe insertions for these horses, or risking underdosing,” said Wendy Talbot, vet at Zoetis “The new, 700kg syringes are suitable for horses great and small but especially make it easier and more cost-effective to worm larger horses accurately with just one application.”

Bright and beautiful headcollars YOUR customers can add fun and colour to their everyday horsecare with these bright, colourful new headcollars from Elico. They’ll make an eye-catching shop display too. In stunning tartan, the Elico Argyll (pictured) has a removable, cushioned crown protector. It features brassed fittings with matching eyelets and a trigger release throatlash Also pictured is the Elico Ryedale Classic Headcollar. This comes in a fantastic fusion of colours and is a good quality, heavyweight item with brass fittings. An 8ft lead rope is available as an optional extra. Neon pink and neon green are all the rage this season, so the bright Elico Fleetwood Headcollar with throatlash clip and eyelets will prove popular. Finally, the everyday, basic Elico Penrith Headcollar comes in black/cerise, does the job well and goes down to a small pony size. t Jenkinsons 01924 454681

One-handed worming The new syringe is designed for one-handed use with a good, safe grip. The syringe barrel is short and wide to suit people with smaller hands while the dial-a-dose calibration in 25kg increments ensures accurate dosing. The new design has reportedly gone down well with consumers. “We surveyed 111 horse owners across Europe and 88% agreed that the new syringe is a comfortable fit in their hand,” said Penny McCann, equine product manager at Zoetis. Equest is an oral gel containing moxidectin for single dose control of roundworms - including encysted larval stages of small redworms, and bots. Equest Pramox is an oral gel containing moxidectin and praziquantel for single dose control of all three species of tapeworm, roundworms including encysted larval stages of small redworms, and bots. Both are licensed for use in breeding, pregnant and lactating mares and have been shown not to adversely affect mares’ fertility. Equest and Equest Pramox are the only equine wormers to contain moxidectin, providing comprehensive worm control and the longest dosing interval (13 weeks) of any equine wormer currently available. The new 700kg syringe is supported by eye-catching prescriber materials and a comprehensive media campaign. For further information contact your Zoetis Account Manager.

Containers upgraded FLY Away has upgraded its fly repellent wipes containers. The new design has a screw top lid. Easy to open, it ensures the wipes stay moist. Each tub contains 40 soft, strong fly repellent soaked wipes for use around horses’ eyes, ears and face. t Fly Away 01384 877857. 10 MAY 2014 EQUESTRIAN TRADE NEWS

Fresh new look MAXAVITA has unveiled a new look for its Pernamax green lipped mussel supplements. The joint health range includes tablets, gels and patches for horses and tablets for dogs. “The aim of the redesign was to give Pernamax a much needed update to meet the requirements of today’s multi-channel retail environment,” said Maxavita’s Rosey Groombridge. The new range is available to the trade through Battles and Trilanco.

Set to fly off the shelf CARROTS’ new Bee Happy hat cover and glove set will get little equestrians buzzing with excitement. The stretchy hat cover fits over any size or brand of skull cap; while the flexible, lightweight gloves are ideal for spring/summer riding. Both items come in one size only. RRPs are from £14 for the gloves and £14.50 for the hat cover. t Carrots 01245 445362

And the winner is...

TROPHIES are a big part of the summer competition season – so why not stock some? This attractive, affordable range from Tioga Design depicts most major disciplines. Supplied with hangers and back props, prices start from £20 to £50 with introductory and multiple order discounts available. A bespoke service is available for one-off designs. t Tioga Design 07885 273309

Round the block

Bedding firm launches loyalty scheme WOOD pellet bedding brand Verdo believes its new loyalty scheme is a first for the horse bedding sector. Throughout May, June and July, any small chain or independent stockist selling Verdo Horse Bedding can offer its customers a loyalty card. The card is designed to receive a promotional stamp each time a 15kg bag of Verdo bedding is sold. On purchasing the ninth bag, the consumer gets their tenth bag free by presenting the loyalty card with receipts attached. Stockists claim back the ‘free’ bag by returning completed cards to their Verdo bedding supplier, be it a wholesaler or Verdo. The promotion is supported with glossy posters for POS display, a PR campaign and support from the brand’s nationwide sales team. “Loyalty cards are commonplace in everyday life, but as far as we are aware, this is the first time they have been associated with horse bedding,” said Alistair McGlynn, sales director. t Verdo Horse Bedding 01264 342 009

New models from new distributor

FEED blocks made from compressed forage are definitely the ‘in’ product this season. So it was interesting to take up Just Feeds’ offer to let my horse try some out, writes Liz Benwell. I like the idea of these products. They keep stabled horses entertained, encourage a natural, stretching down eating position and provide all the benefits of fibre. My horse quickly endorsed their palatability too. I watched as the first block went into the stable, as my initial fear had been that it might disintegrate under her teeth risking choke. No chance! She bit into it with gusto yet only managed to remove mouthful-sized pieces. It took a good 35 minutes to demolish the block. JustFi-Blocks weigh approximately 1kg each and come in Alfablend and Meadowblend varieties. No molasses or additives are included. They can be used as partial forage replacers, treats, top-ups or distractions. I’ve earmarked them for ease of packing up when my horse and I stay away overnight. There are so many products for feed merchants to choose from. But blocks are definitely worth consideration for their wide appeal and because they are something different. t Just Feeds 01335 310061 12 MAY 2014 EQUESTRIAN TRADE NEWS

DKL Marketing, which was appointed exclusive distributor of Breyer Animal Creations in March, has 25 years’ experience in the toy trade. Breyer’s childfriendly, collectable Classics collection includes new Horse and Foal sets and the best selling Sport Horse Family. Stablemates is a range of 1:9 scale horse models featuring playsets such as Riding Academy. Pony Gals is perfect for young horse lovers; while the realistic Traditional range maintains the stunning detail for which Breyer is renowned. The latter includes racing legend Frankel. DKL reintroduces craft activity sets too, including painting by numbers and chalkboard horse models. There are also new model horse and book sets from top eventer Pippa Funnell, plus another based on Michael Morpurgo’s War Horse. DKL supports retailers with the likes of in-store theatre and displays and point of sale materials. Breyer is incorporated into the distributor’s social networking programme too, with retailers welcome to get involved. A 2014 Breyer UK catalogue is available. t DKL Marketing 01604 678780

Strictly glittery

Priced to entice...

THIS updated BR Zenith riding helmet from Bieman de Haas glitters with more than 200 small Swarovski sparkles. Comfort is considered too with a harness in soft fabric and Dri-Lex lining. Four mesh inserts help with ventilation. The helmet meets EN 1384:1996. It comes in blue, brown, black or grey. t Bieman de Haas 00 31 487 597880

EXCELLENT price points are just one outstanding feature of these smart new gaiters and practical chaps from Elico. Each line is supplied in a presentation bag with hook hanger for easy shop display. A clever aspect of the packaging is a zip fastening down the right hand side, so customers can see and feel the product without damaging it. New Elico Soft Leather Gaiters are of a formal design suitable for the competition arena. In soft analine leather, they have elastic back zipped panels with good quality YKK zips. There’s also an under-foot elastic stirrup, press stud top closure and stylish, shaped leg. In black only, sizes are extra small to extra large for adults. For training at home, meanwhile, Elico Plain Amara Half Chaps make the ideal choice Made from washable Amara suede with elasticated calf sections for a snug fit, they have a protective pad on the inner leg. With popper closures at top and bottom, they come in black or brown. Children’s sizes are small, medium and large; while adults’ versions come in extra small through to extra large. The boots pictured are also available from wholesaler Jenkinsons. t Jenkinsons 01924 454681

• Leslie Sutcliffe is • The Equilibrium Products BE100 Eventer Challenge has more venues, new rules and a bigger prize pot for 2014. The final is at Blenheim Palace International Horse Trials on 14 September. The Derby style competition is run over a course of show jumps followed by portable and fixed cross country obstacles and finishing over a 1.10m joker show jump. Qualifying rounds take place all season across the country.

extending her sponsorship of dressage rider Daniel Watson (above), providing him with LAS helmets and Farnam horse health and grooming products.

• Seventy two nations intend to compete in the Alltech FEI World Equestrian Games (WEG) 2014 in Normandy. The figure represents a 10% increase compared with previous WEGs. Jumping has attracted the greatest number of nations with 57 national federations intending to participate. 50 countries expect to line up for the endurance. Twelve countries will be making their WEG debut; Hong Kong, US Virgin Islands, Kazakhstan, Republic of Korea, Latvia, Morocco, Mauritius, Peru, Palestine, Romania, Thailand and Tunisia. WEG takes place in Normandy, France on 24 August to 7 September.

• Land Rover has extended its title sponsorship of Burghley Horse Trials. The arrangement remains in place to the end of 2017. The company has also collaborated with Barbour on a new clothing range. See News in this issue of ETN. • A gentle equine giant who brings cheer to sick children has won sponsorship from Smart Grooming. Beamish, pictured here with sales director Vicky Goody, visits young people with life limiting illnesses at Little Bridge House, part of South West Children’s Hospice. The Shire, owned by Oak Park Farm in Devon, caught Vicky’s eye at a show. “We were drawn to him not only by his physical presence, but by his gentle and calm demeanour. He was clearly very special,” she said. “It wasn’t until a little later on in the day that we found out about his other very important job.” • Tradestand spaces are available at The Festival of Hunting

(16 July, East of England Showground, Peterborough). The event features the 126th Peterborough Royal Foxhound Show, inter hunt relay and a variety of light and heavy horse showing classes. Last year approximately 3,500 people attended.

• Nike has sponsored an equestrian for the first time with its backing of 18 year old American dressage rider Ayden Uhlir. “It’s an interesting move for the Swoosh [Nike’s logo], testing what’s effectively an untapped market for the larger sportswear companies,” says a blogger on the company’s website. • Visitors from outside the UK to this year’s CLA Game Fair will receive guest passes to the Members’ Enclosure. Here they can enjoy a private bar and catering, luxury loos and musical entertainment. The 58th CLA Game Fair takes place at Blenheim Palace in Oxfordshire on 18 – 20 July. 14 MAY 2014 EQUESTRIAN TRADE NEWS

• Michael Eilberg and Half Moon Dynasty enjoy their lap of

honour after winning the Superflex Intermediate 1 Freestyle Championship at the NAF Five Star Winter Dressage Championships last month. It was the third time Michael has taken the title in the last four years – on three different horses. Last year, when Michael wasn't in the competition, his pupil Zoe Sleigh won it. All four winning horses are fed the NAF supplement Superflex. • See page 18 for how NAF ensures its products are ‘legal’, enabling them to be trusted by top riders such as Michael and Team Eilberg – and to comply with current legislation.

• Island Farm

Donkey Sanctuary in Oxfordshire has secured sponsorship from HorseHage. The company is providing its Mollichaff Donkey feed to the 120 donkeys under the sanctuary’s care. How to get your event or sponsorship listed ETN welcomes submissions to Sponsors & Shows from all organisations, commercial companies, events, training courses and conferences. Please include your dates, venues, contact details and why your fixture/event/training is of interest to the trade.

To stock, or not to stock… …or rather what and when to stock. That is the question ETN asked of Dr Teresa Hollands, Senior Teaching Fellow (Nutrition) School of Vet Medicine, University of Surrey. SUPPLEMENTS are money-spinners, high margin, not bulky and often impulse purchases. But do they benefit the horse? A quick look at the human market shows that, despite some negative publicity, EU supplement sales are worth 5billion euros annually, with 50% of those sales coming from vitamins and minerals with a huge variety of supplements being purchased. Does this compare with horses? The BETA Feed Survey (2011) showed that the equine supplement market is worth £34m/year; 2.4% owners buy supplements and 171,400 supplements are purchased annually. So don’t miss out on supplementary benefits for your store DO ● Know what’s legal and what isn’t; stock brands you can trust. ● Stock seasonally appropriate supplements; be aware of what the media is highlighting in human nutrition as well as the horsey magazines. ● Have a select choice of supplements you understand. ● Be able to help customers with dosages and show them how to read labels. ● Sell supplements which contain enough active ingredients to make a nutritional difference. ● Help customers understand malnutrition and the concept of being overfed but undernourished. ● Create an area of interest so supplements aren’t just a impulse buy. Are you stocking the right type of supplements?

the horse and we should concentrate on advising crucial calorie control for weight management. In humans a deficiency in micronutrients has been associated with obesity and is described as being overfed but undernourished. Remind owners that they must make sure that they aren’t starving their horses of vital nutrients when following a weight loss regime. You should recommend that they maintain the bulk intake of their horses but use low calorie forages or soak the hay. Their horse is more likely to lose weight when counting calories. Supplementation will still be needed, but at least the customer will see a result! Performance horses A study to be presented at next month’s International Conference on Equine Exercise Physiology (ICEEP) asked performance riders (dressage and eventing) about their main concerns regarding the health of their competition horses, what supplements they used and which they found most useful. A second study investigated what influenced

the riders to buy the supplements and where they sourced their information. The study was undertaken by Nottingham vet school and supported by Dodson & Horrell. Initial results were that almost half of all owners rely on their vet for advice on which supplements to use, followed by internet articles or reviews. However, when asked specifically about their latest supplement purchase, word of mouth and advice from other horse owners was most frequently identified as the most important source Joint and mobility supplements were considered to be the most important. However, there were differences between the competitive disciplines, which is likely to be explained by the different demands of the individual sports. In depth results will be available once the study has been published at ICEEP. Supplementing seniors Results from a study published in the Equine Veterinary Journal1 confirmed, unsurprisingly, that joint supplements are the most popular purchase. But are you missing a trick? Older horses often receive sufficient calories, yet remain undernourished.

The good doer At this time of year, the press is rightly full of concerns about overweight horses. Many an article suggests restricting bulk and grazing to ensure weight loss. Owners are often encouraged to bring their horses in and to restrict their bulk (or dry matter intake) to 1-1.5% of their horses’ bodyweight. But whoever has heard of a successful weight control regime that requires us to stay in bed – the horse equivalent of a stable? It’s also well recognized that restricting fibre/bulk/dry matter is a welfare issue for


The study found that 90% of older horses have access to grazing, with 47% out 24/7 through the spring and summer; whereas 73% are stabled at night in the winter. Even well managed pastures are deficient in some vitamins and minerals2 and winter horse pastures are particularly low in nutrients. So it’s likely these horses will be malnourished. In addition ● 65% of old horses are still exercised between one and four days/week for 2060mins/day – which increases nutrient requirements. ● 4.5% are in high intensity work and 25% still compete – creating a greater demand for micronutrients. ● Nearly 40% are fed soaked hay which leaches minerals – they need supplementing. ● 59% are fed chaff, 45% sugar beet and only 35% are fed a coarse mix or nuts with

nearly 10% fed only forage – so likely to be on an unbalanced diet, possibly overfed but undernourished. ● 353% leisure horses are fed less than one scoop, 20% fed one scoop and 21% fed between one and two scoops feed per day – they are probably undernourished. ● 3Within this bucket, up to four supplements might be added and up to six products (albeit handfuls) – often herbs which do not balance the diet. This all means, that while older horses might have adequate calories in their diets, they are most certainly undernourished unless the owner adds a good general vitamin and mineral supplement to that chaff. A joint supplement alone is not adequate. Poor coat condition, poor hoof growth or quality, coughs and colds, stiffness and susceptibility to viruses are all signs that the older horse isn’t getting the nutritional support he needs.

What, when and why to stock What to stock


Joint supplements for the older horse

All year round but with Popular with owners, although emphasis on winter science doesn’t support efficacy

General vitamin and mineral supplement for the old horse

Winter and autumn

Will be deficient in vitamins and minerals especially if soaking hay

General vitamin and mineral supplement


Horses being fed soaked hay will be deficient in vitamins and minerals especially if being fed less than recommended levels of hard feed

Balancers or good general vit/min supplement


Most good doers overfed but undernourished

Joint supplements/ performance horse




Many feed as preventative, although only a few are scientifically validated4


For travelling and during competitions. Studies show these are some of the most misunderstood supplements

Too much choice? Remember The Paradox of Choice - or choice overload? The internet is blamed for giving us too much choice but it does have its uses…I précis from Wikipedia: “Confusion occurs when a customer simply has too much choice. As a result they might make imperfect purchasing decisions which might result in reduced sales, reduced satisfaction with products and the customer wondering whether they have succeeded in finding the ‘best’ product.

Retail tips ● If you cannot distinguish between two supplements, only stock one. Similarity has a negative effect as it takes more of an effort to understand why one might be better than the other. ● Have enough information on products but don’t overload customers. They are in a hurry and reading lots of information is more likely to make them delay a purchase. ● Know your products and be able to explain why they work, how much is needed to be fed per day and when and how to use them. ● No matter how profitable they are, make sure the product and the labelling is legal. ● Are the order minimums and turnaround times appropriate? ● Focus on the important supplements and ignore the rest. That makes stock control easier And finally… “The doctor of the future will no longer treat the human frame with drugs, but rather will cure and prevent disease with nutrition.” So said Thomas Edison in a quote that’s as relevant to the horse as it is to the human. It’s the little things in life that make the difference and supplements may make a difference both to your profit margin and indeed the health of the horse - if you stock the right ones. 1. J. L. Ireland et al (2011 )A cross-sectional study of geriatric horses in the UK Part 1: Demographics and management practices. EVJ; 2. Jones, L., Lax ,J. andHollands, T (2005)Analysis of the mineral content of spring summer grazing used for thoroughbred breeding stock in the UK, Proceedings of 44th BEVA Congress; 3. Salonen, L.K.,Hollands, T., Piercy, R.J. and Verheyen, K.L.P. (2009) Epidemiology of equine obesity in south east England: preliminary findings Proceedings of 48th BEVA Congress, p247; 4. Science Supplement’s FlexAbility is the only joint supplement on the market with two clinical and scientific studies demonstrating the positive effects and results. The findings of the latest study were accepted and presented at the British Equine Veterinary Association Congress in 2013 by Dr Rachel Murray, an internationally recognised equine orthopaedic clinician and researcher.


Keeping it legal From production and ingredients to labels and advertising, everything surrounding supplements sold to equine consumers must be ‘legal’. ETN asked NAF what this involves for a manufacturer. of our suppliers, as well as our own manufacturing operations, ensuring that not only does the quality of our products comply with all the guidelines and industry standards we adhere to, but also those relating to all the ingredients we use to formulate our products.”


Dr Sara Matthews, NAF’s quality and technical manager is responsible for quality assurance and doping control measures.


quine supplements produced for today’s performance horses must be manufactured and marketed in accordance with the law, for them to be safe and legal for use in competition. NAF goes that extra mile to ensure the legality of its products, and is proud of the standard of the products as well as the comprehensive, creative marketing behind them, something which must also adhere to guidelines set out by a number of governing bodies. NAF is also the Official Supplier of supplements to the British Equestrian Teams, further testament to its dedication to the quality and understanding of the importance of FEI clean sport compliance.

Doping control Dr Sara Matthews, who is employed by NAF as quality and technical manager, is responsible for quality assurance and doping control measures. Her department is based in the on-site laboratory where her Quality Assurance (QA) team process samples and test results to check everything meets rigorous specifications. “Most testing required is specialised, and so we use fully accredited external laboratories, such as HFL [Horseracing Forensic Laboratory], which ensures that all results are independent,” said Sara. “The QA team conducts regular audits 18 MAY 2014 EQUESTRIAN TRADE NEWS

The first measure NAF, as a manufacturer of equine feedstuff, or more officially as a Feed Business Operator (FBO) must do, is ensure that the business is registered or approved. This is done through the local Trading Standards office which inspects to ensure that the FBO has the required standards of hygiene and traceability in place. The FBO is required to have a HACCP (hazard analysis and critical control points) plan, which assesses the production process and identifies any feed safety risks and the necessary steps required to control them. NAF’s in-house chemists, nutritionists and vets monitor all formulations through pilot batches and product testing phases, whilst keeping the related documentation up to date, implemented and reviewed on a regular basis. All new products have fully documented HACCP procedures in place to ensure a consistently safe product with full traceability.

EU feed law All ingredients used in feed (compound feed) and supplements (complementary feed) must comply with EU feed law regarding the use of feed materials and additives, and the presence of undesirable substances. The EU additives list is continually updated, and it is the responsibility of the FBO to remain abreast of any changes, and the sub-regulations which may apply to the use of each particular additive. Use of ingredients derived from animal origins may be subject to separate legislation, while use of ingredients derived from genetically modified organisms must be labelled as such.

NOPS As a UFAS (Universal Feed Assurance Scheme) accredited supplement company, NAF adheres to stringently high quality control standards in how its products are manufactured. It can also guarantee full traceability of all natural ingredients used,

A great deal of detail goes into labelling that complies with the law.

right back to source. NAF was one of the first companies in the UK to meet the strict manufacturing requirements of the UFAS BETA NOPS code to ensure the control of Naturally Occurring Prohibited Substances (NOPS). So what exactly is meant by prohibited substances? “A broad, all encompassing definition of a prohibited substance is ‘any substance that can exert an effect on a horse’,” explains Sara. “While a 'naturally occurring prohibited substance' is one that is either naturally present within a particular ingredient, or one that occurs as a result of inadvertent cross contamination during processing prior to the ingredients arrival at the manufacturing facility.

Batch testing “Every batch of every equine feed product that goes through our manufacturing plant is tested for prohibited substances. “Furthermore, we not only meet, we exceed the expectations of the industry accreditations for manufacturing, best practice and quality control in this area. “These measures are taken to ensure consumer confidence in our products.” At the end of a meticulously controlled production process, every NAF supplement is packed into tamper evident packaging.

Person responsible However, as the products leave the factory door, NAF's responsibility as the manufacturer of the products ends.

NAF produces its own fully compliant labels.

The next person to become responsible for the safety of the product is in fact the horse owner. This is now beyond the NOPS code and where best practice on the yard kicks in. Especially as the risk of cross contamination of a product is alarmingly high! For example, one should not take a cup of coffee into the feed room or eat chocolate in the tackroom, as both caffeine and cocoa (theobromine) are prohibited substances.

Legal labelling As an approved FBO using only approved ingredients, NAF is in a position where it can prepare fully compliant labels for packaging. The preparation of labels, together with all other marketing and advertising text is governed by its own legislation. A label must consist of the required analytical constituents, listings of feed materials and of certain additives. Even the product name, which can often be a contentious issue, must be approved. Each product must have a batch number and ‘best before’ date clearly shown on the label; containers must be sealed in a tamper evident

way. Finally, the FBO registration number must also appear on the label.

Substantiated claims It doesn’t stop there. All claims made about a product on marketing and advertising material must be substantiated. To this end, each NAF supplement has its own dossier of scientific evidence to support any claims made about a product’s benefits. It is the FBO’s responsibility that marketing claims made about any supplement are legal and substantiated. NAF works closely with the Veterinary Medicines Directorate (VMD), its local Trading Standards office and, if necessary, seeks advice from the Advertising Standards Authority (ASA) to ensure its marketing material is correct and legal. This final measure clearly reflects the huge investment of time, effort, care and commitment NAF believes must come as standard. The end result is to supply its valued retailers with a complete range of safe, legal, trusted products that they can promote and sell to their customers with total confidence, naturally.

Something special ETN looks at what’s topical on the supplements market Faster? Slower? No problem! MAXAVITA is running a trade offer on its diverse range of supplements this month. Your Battles or Trilanco rep can tell you more... The range, based on green lipped mussels, has products for breathing, hoof care, calming and performance. MaxaCalm takes the edge off sharp and nervous horses without them losing sparkle. The omega-3 fatty acids in MaxaCalm, which come from green lipped mussels, are known for supporting brain health, helping horses remain calm, relaxed and focused on their work. MaxaCalm contains magnesium, L-Tryptophan and a blend of calming herbs. MaxaBreathe supports horses’ respiratory systems by maintaining clear airways. It contains herbs, anti-oxidant ingredients and green lipped mussels which contain high levels of omega-3 fatty acids, known to have soothing properties. MaxaHoof is designed to help maintain strong and healthy hoof growth by ensuring that all of the necessary proteins and minerals are provided. It contains the green lipped mussel derivative SuPerna which is high in omega-3 fatty acids which are known to help maintain skin health. These ingredients also work alongside ingredients such as biotin, calcium, MSM plus added vitamins.

Strength and stamina MaxaPower is a muscle and energy supplement designed to help support strength, stamina and performance in competition horses. It offers essential amino acids, green lipped mussel and gamma oryzanol and is designed to support and maintain healthy circulation and to also promote optimal muscle function in hard working horses. MaxaPower is aimed at hard working horses in need of an energy boost. t Maxavita 08450 752754

Clarity in a crowded market IN a crowded, complicated market Dodson & Horrell’s supplements are designed to stand out on the shelf. In bright, easily identifiable packaging, the range includes products to meet most equine eventualities. Margins are said to be good with RRPs providing value for money to customers. The most widely stocked and best selling supplements in the range are Daily Vitamins & Minerals – the top seller, Hoof Support, Joint Support, Digestive Support and Electrolytes. The entire range is pelleted except Electrolytes which comes in powder form. Pellets help reduce wastage and they can be given by hand to horses not on a hard feed. “The fact that we have simplified the range makes it easier for merchants to recommend products to customers,” said Philippa Gilmore, national sales manager at Dodson & Horrell. “Customer choice is key, but we want to make it easier all round and we know our supplements do deliver results when correctly fed. Retailers of the range can rely on the heritage and expertise of Dodson & Horrell and trust the quality and value of what they are selling.” Ultimate Feed Balancer, the main balancer in the Dodson & Horrell range, comes in 20kg sacks with an RRP of £34.20 or 10kg tubs, RRP £18.15. 20kg lasts an average 500 kg horse 40 days, costing 85p per day. Suitable for all horses and ponies whatever their workload, including those prone to laminitis, plus breeding stock, Ultimate Feed Balancer can be fed on its own. It can also be used for topping up vitamins and minerals when feeding less than the recommended levels of concentrated feed. t Dodson & Horrell 0845 345 2627

Recipe for happy old age TOPSPEC Senior Lite Feed Balancer is a highly palatable, non-heating, low calorie feed. It contains a multi-supplement including the levels of micronutrients and digestive aids normally only found in high quality, specialised supplements. Of particular importance to elderly horses is the inclusion of micronutrients known to help maintain mobility. The scientifically recommended rate of 10 grams of glucosamine/500kg horse/day is a key feature of the mobility supplement included in this formula. TopSpec Senior Lite Feed Balancer provides micronutrients to balance the diets of good doers at rest or in light to medium work. It helps to maintain mobility and will not promote weight gain. Feeding it will help to improve hoof quality, promote a supple skin with a shiny coat and help to maintain a healthy immune system. This balancer also includes a highly available source of vitamin C to help maintain healthy lung tissue. Other features are powerful levels of vitamin E and selenium to act as anti-oxidants, neutralising the harmful presence of excess free radicals which may speed the ageing process. Two yeast products help maintain a healthy hindgut environment, important for elderly horses and ponies on restricted/poor grazing. Generous levels of B vitamins compensate for decreased production in the hindgut when fibre intake is limited. Organic chelated minerals are included for improved availability. TopSpec Senior Lite also offers good quality protein, but only low levels of sugar and starch. It’s important to keep the starch intake of elderly horses relatively low when fibre intake is compromised, says TopSpec. This is in order to maintain healthy hindgut function and avoid loose droppings. Senior Lite is available in 15kg sacks, RRP £31.50. t TopSpec 01845 565030

Let’s talk licks

Instant essential body salts

Many owners are choosing to lick their horses’ nutrition into shape, says Gillian Neill of Horslyx. Here’s why…

THE Likit ElectroBar combines electrolytes with glucose and peppermint oil. It provides a quick, easy and palatable way to administer these important body salts to working horses and ponies - before or after exertion. This new equine sports bar is already finding favour with riders who often struggle to get their horses to accept electrolytes. Glucose and electrolyte gels, drinks and powders are widely used by human athletes during training and competition. But it’s believed there has never been an equivalent for equines – until now. The Electro-Bar is manufactured so that two to four pieces can be given when required. The pocket-sized pack is re-sealable for convenient use on the go. t Likit Products 01655 750523

● Licks can equal savings; money on purchasing hard feed and supplements; and time, effort and space with regards to mixing and storing feed. ● Offering licks containing vitamins and minerals to horses at grass allows them to obtain nutrients as and when they require to balance deficiencies in grazing. Choose weatherproof licks to protect the product’s integrity. ● Although horses prone to weight gain or laminitis often need a low calorie diet, they still require vitamins, minerals and trace elements. A wellformulated lick offers calorie controlled intake. ● Horses are designed to eat little and often. With access to a lick, they have a constant supply of nutrients to balance forages. The production of saliva (when licking the lick) can help support the gut’s ability to buffer stomach acid. ● Feeding a lick can entertain stabled horses while the vitamins, minerals and trace elements contribute to the diet. ● Fussy feeders or horses with poor teeth may make good use of a lick. A product that contains all the essential vitamins, minerals and trace elements provides a palatable alternative to hard feed and allows an easily digestible source of nutrition. t Horslyx 01697 332 592 • Feeding Garlic Horslyx can reduce the number of flies landing on horses, a study at Aberystwyth University has concluded. Researchers found the licks needed to be fed continuously for a minimum period of two weeks.


Putting something back Balancer specialist TopSpec is well known for working closely with the trade. Here’s how...

RETA IL T IP TopSpec sponsored Jo Hamilton and Vivaldi winning the prix st georges at Hartpury Premier League Show.

FROM sponsorship of riders and multi-discipline competitions to a multiple award-winning helpline and versatile retailer support, TopSpec does them all. The company’s aim is to boost awareness of the brand and product range, while supporting sales through stockists. This year TopSpec has already signed up to sponsor major equestrian fixtures including the British Dressage Intermediate II Championships, the Lindum Spirit Endurance Ride, the NPS Style and Performance Show Jumping as well as the Young Rider Dressage Championships at the Sheepgate BYRDS U25 Championships. In a new eventing initiative, TopSpec is sponsoring the scoreboard at Blair Castle International, Houghton International, Burnham Market International and Cholmondeley Castle. These new sponsorships join the long established TopSpec Show Hunter of the Year at the Horse of the Year Show and the company’s support of leading riders such as Nicola Wilson, Jo Hamilton, Robert Walker and Keith Shore – to name just a few. “We have a very loyal and growing customer base and believe it’s important to support them through our sponsorships,” said TopSpec’s nutrition director Nicola Tyler. “This not only increases awareness of the brand and range to consumers, but also helps support our retailer network. “It’s lovely to put some support back into the sport and we always look forward to meeting existing and new clients at events and shows. We’ve always found you can’t beat talking to horse and pony owners one to one to find out more about their requirements.” Nicola described winning the Haygain Nutritional Helpline of the Year Award at the 2014 BETA Business Awards for a seventh time as “a brilliant team effort.” She added: “The award is something we never take for granted and our aim is always to provide the best advice from our experienced team of nutritionists and vet.”

Point of sale When it comes to product launches, literature and retail point of sale, TopSpec supports retailers with material they know will work. From money off coupons to posters, branded signs and banners, flyers and brochures - everything is tailored for each campaign to provide product launch support and on-going marketing collateral.


A remarkable recovery

Three of the best

THE future looked bleak for a Thoroughbred mare that lost an inch and a half of hoof and coronet, part of her pedal bone and the inner bulb of her heel. ‘Tis I (Tis for short) belongs to well-known saddler Kay Hastilow. “When we saw the injury, we didn’t think she could be mended,” she told ETN. “But my vet was determined to give her a chance, and his decision seems to have been a good one.” Indeed, despite the appalling damage, Tis is now sound. As is often the case, her remarkable recovery is down to teamwork. Firstly, there was Kay’s perseverance and belief in her nice-natured mare who co-operated throughout her convalescence. Then there was a super vet. “Richard Murizen of Parkside vets, Dundee was with me in ten minutes [after the accident] - on a Sunday,” said Kay. “And of course there was some excellent farriery from Niel Kerr-Ramsay.” After the initial couple of months’ recovery, the three of them decided that a good hoof supplement may help Tis. “I got some Horse First Hoof First and the growth was amazing,” Kay explained. “Neither the vet nor the farrier could quite believe how much the hoof grew, nor how good the quality of the hoof was. “I had been told that she would only have poor quality coronet and very seedy hoof growth. Not a bit of it! The hoof is slightly missshapen – but we’re even nailing into it now to have her shod.” t Horse First 028 3084 8844

NAF has a supplement to meet every equine need. Here’s a trio of seasonal best-sellers... Oestress - for an angelic mare: This formulation helps to encourage healthy regularity of the oestrus cycle. In doing so, it allows the hormones naturally to rebalance. Consequently the causes of discomfort, particularly from around the ovaries, are removed. As it’s these which lead to the mood swings, grumpiness, irritation and tension, the mare reverts to her more normal, even tempered, rational nature. Importantly, nothing is forced or masked. Oestress is available as a liquid or a powder. GastriAid - for a smiley tummy: Designed to support the absence of ulcers in the stomach, GastriAid helps to defend the stomach wall from acid build up. It also helps to maintain the pH balance in the gut. It contains antacids, pre and probiotics, plus herbal support to maintain the horse’s stomach in healthy, happy condition. Optimum – uniquely concentrated for an optimum life: Optimum restores and maintains five star condition, topline and health. It maximises the nutritional value of the daily feed ration and optimises the efficiency of the digestive system. The formula features a high supplement specification and sugar free flavour to complement high fibre, low concentrate or performance diets. When a daily feed is not necessary, Optimum can be given on its own by hand. t NAF 01600 710700

Instant support

SCIENCE Supplements continues to undertake scientific studies on the effects of its products on horses. The company recently completed research work on feeding its RespirAid supplement to horses with respiratory problems. “We’ve had amazing results. The study involved more than 50 horses, so a really good sample size,” said David Mitson, director of Science Supplements. Last year, two clinical studies demonstrating the positive effects of Science Supplements’ FlexAbility [its joint supplement] were accepted by and presented to the British Equine Veterinary Association Congress. Headshaking is next on the agenda with a research project funded by the company. Scientists Kirstie Pickles, John Madigan, Monica Aleman, Jane Williams and David Marlin [a director of Science Supplements] are trying to understand why some horses develop headshaking and others don’t. “The study is in its second phase now,” David Mitson, also a director of Science Supplements, told ETN. “While it’s with a view to developing a supplement to help the management of headshaking, it’s also to conduct more research into this area. t Science Supplements 08456 800606

VETROFEN Intense from Animalife is designed to provide support to horses and ponies when they require assistance in dealing with life’s challenges. Suitable for daily use, Vetrofen Intense is now available in Animalife’s Instant Syringe format for easy administration at home or on the go. Its apple flavour makes it highly palatable. Vetrofen Intense Instant Syringes have an RRP of £24.99 each. There’s a ‘buy one, get one free’ promotion running as ETN goes to press. Vetrofen Intense is available in 105g or 315g packs, priced from £54.99. Applications remain open to become an Animalife Accredited Retailer. t Animalife 0845 365 0050

The science goes on

How to transform your sales WHY do companies keep updating their products? Why, when cars are designed by computers for maximum efficiency, do firms keep bringing out new models? The answer lies with the buying public who crave the unique, the fashionable and, most of all, the new. So how do retailers selling items so traditional that many would be recognisable to the Babylonians put newness into their offering? Faulks & Cox has come up with a solution via a subtle blend of modernising products and effective shop presentation. “A tool such as a four prong muck fork is the result of thousands of years’ development. There’s no point in messing with the design too much. However, we can make sure it’s made of the best modern materials and in the fashion colours the customers wants,” says Chris Birch, sales manager at Faulks & Cox (FCL). “Then on top of that, FCL provides a specially designed Profit Pack stand not only to makes the product more attractive but enhances the look of the entire store,” he adds. Profit Packs provide easy entry into ranges of product as diverse as feeders and fencing equipment. “Nowadays even small shops have to make their offering as wide as possible, and Profit Packs are a super simple way to achieve that goal,” says Chris. “From counter-top impulse purchase lines to full-on tool ranges, we have the products to increase your sales.” Brands include Tubtrugs, Tyre Rubber Products, Wm.Faulks Tools, Gorilla Brooms and Multi-Tubs. t Faulks & Cox 01455 848184

Traditional blanket box THE Stubbs Wooden Blanket Chest from Abbey England is great for storing rugs and blankets. In fact, it’s a lovely piece of furniture to grace any tackroom or utility room In varnished plywood with strong rope handles and fittings for a padlock, it’s also ideal for storing bandages, boots and numnahs. The RRP is £150. t Abbey England 01565 650343

Need an arena? CLARKE Equine Services specialise in the construction of all weather arenas, gallops and lunging rings. Established for more than 20 years, the North Wales based company covers the whole of the UK. Everything from the supply of surface materials, draining and fencing to help with planning permission can be carried out. No outside contractors are used. t Clarke Equine Services 01492 536475 38 MAY 2014 EQUESTRIAN TRADE NEWS

We’ve got it covered! EQUESTRIAN distributor Westgate EFI (WEFI) can supply retailers with a complete range of useful and innovative products for the yard and tack room. Top of the list for spring cleaning has to be the Grabbit Mat Mover to shift cumbersome rubber matting. Once the floors have been washed, a sprinkle of Sirocco Stable Deodoriser will keep loose boxes smelling fresh. For the first aid cupboard, WEFI recommends Hypocare for tackling anything from mud fever and ringworm to cuts and grazes. Mark Todd Icy Leg Spray and the Ice-Force Pressure Boot will help with lower leg injuries; useful after work if the ground gets hard too. Finally, the Mark Todd Collection umbrella is sure to come in handy when those summer showers strike. t Westgate EFI 01303 872277

Made in Britain BRITISH manufacturer Fyna-Lite has almost 30 years’ experience of supplying good quality stable tools and yard equipment. The appearance of new types of equine bedding has prompted FynaLite to meet new challenges. While its Shavings Fork remains a firm favourite, the Pellet Master fork -designed to work on all pellet type beddings – is becoming more popular. In fact, Fyna-Lite’s extensive range now offers British made and designed products suitable for all bedding types. The company also manufactures field tools, trolleys and equipment designed to make work in the yard, stable and field as effective and easy as possible. t Fyna-Lite 01789 764848

High time for ragwort control BARRIER H is an environmentally friendly, agricultural herbicide that’s approved for the control of common ragwort. Designed for safe, quick and accurate spot spray application, Barrier H destroys ragwort in all stages of growth and at all times of year. It’s recommended that grazing animals are kept away from treated areas for two weeks or until the ragwort is completely dead and any debris (from mature plants) has been removed. This is not because Barrier H is harmful, but because dying ragwort is palatable and dangerous to animals. Barrier H was awarded a Major Commendation under the Business Commitment to the Environment Award Scheme 2002, for environmental best practice. t Barrier Animal Healthcare 01953 456363

First aid for horses

Concerned customers should always be advised to call their vet if a horse is ill or injured. They also need a well stocked first aid cupboard

Keeping wounds clean WHEN it comes to keeping dressings clean and dry, Golly Galoshes eliminate the need for additional protective bandaging. The versatile waterproof, breathable equine leg gaiters also help prevent the horse interfering with the dressing while keeping it free from bedding or droppings. Originally designed for ridden exercise, Golly Galoshes also help prevent mud or sand getting underneath horses’ dressing, so they can also be used during turnout too. The machine washable gaiters are secured with hook and loop closures and full length zips. Prices start from £25.99 per pair.

Seeing the light LIGHT therapy has been used for decades by professionals in animal rehabilitation. The innovative and affordable Photizo Vetcare device has been developed with LED technology. The simple to use tool means that anyone can apply the therapy effectively and quickly as soon as an injury occurs. This therapy can help heal wounds and injuries, minimise scar tissue and provide drug-free pain relief, says supplier Danetre Health Products. It is ideal for use between visits by a vet or animal therapist. Photizo Vetcare is offered to equestrian and pet retailers – as well as animal therapists – to make available for their customers to hire or purchase. Its healing effects are even better when new traumas are treated within four to six hours of injury, making Photizo Vetcare is an ideal tack room essential to be used alongside topical treatments or medication. Treatable conditions include all types of wounds and superficial and deep musculoskeletal injuries. Retailing at £249.99, Photizo Vetcare is a rechargeable device that delivers a simple, one-touch, 31 second pre-programmed amount of red and infrared light. It’s a product that appeals to the growing demand for more natural products and treatments. t Danetre Health Products 01327 310909

Why changes in routine cause colic SCIENTISTS at Nottingham University have confirmed what experienced horse people instinctively know. Moving horses from pasture to stabling puts them at greater risk of colic. The findings have been published in the Equine Veterinary Journal (EVJ). The study showed that after being brought into stables from pasture, horses drank nearly twice their normal amount. However their droppings were significantly fewer and much drier. “There was both slowing down of gut motility and drying out of gut contents,” said Dr Sarah Freeman who led the research. “The greatest effect was in the first five days, which highlights a particular risk period for colic. “This is the first study to look at these changes in normal horses and we hope that the results will help vets and horse owners modify management to reduce these problems.” The subjects of this research were seven military horses. They were monitored 24 hours a day while at pasture and for 14 days following the transition to a stabling regime with light controlled exercise. 40 MAY 2014 EQUESTRIAN TRADE NEWS


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ETN - Equestrian Trade News - May 2014  

The voice of the equestrian industry for over 35 years. May issue includes news, product news, features about supplements and balancers to s...

ETN - Equestrian Trade News - May 2014  

The voice of the equestrian industry for over 35 years. May issue includes news, product news, features about supplements and balancers to s...