ETN (Equestrian Trade News) - November 2024

Equestrian Trade News November 2024 | Volume 48, No 9

The

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EDITOR’S COMMENT | ETN

Editor’s comment

W

e often talk about ‘seasonal’ products. But is the concept becoming irrelevant as the seasons merge into a blended muddle?

As I write, many fields are flooded following torrential rain but it’s 18 degrees C – t-shirt temperature! What season is that supposed to be?

No wonder lightweight, breathable waterproofs have been big sellers this autumn. Likewise, rain sheets with minimal fill for our equine friends needing a cover-up.

Layering for horse and human looks set to be the trend across these flexible seasons. Thankfully, there are many technical products on the market that fit the bill. Innovations in fabrics really have been a game-changer.

It used to be the case that for ‘affordable’ wet weather gear and rugs, you’d read ‘leaky and damp’. No longer. There are some amazingly good jackets and rugs out there at competitive prices. At last, the equestrian sector is keeping up with the outdoor market in this respect.

Meanwhile, mild weather has kept the grass growing. Vets and farriers say they’re seeing as many cases of laminitis as they do in the Spring.

Thank goodness for all those clever developments in slow-feeding haynets and low-calorie chaffs to provide plenty of guilt-free chomping…

When the weather is so mild, it would be logical for more horses to live out. Sadly however, if UK horses go short of anything, it’s space. Most yards simply don’t have enough acres for year-round turnout.

All this – plus owners struggling to find time and daylight to exercise their horses during the short winter days – and there’s a huge need to keep stabled horses occupied.

In this issue...

Since indistinct seasons appear to be the new normal, we’ve rounded up the best waterproof gear, licks, treats and stable toys plus a dash of equine therapy for this issue of ETN. On an internet shopping spree, I ordered a few items from a retailer; then saved 10% by signing up to their mailing list. Great!

Early next morning, I received a first marketing email offering for free one of the items I’d ordered the previous evening. I felt duped because it more than wiped out my 10% saving.

Replying to the marketing email, I pointed out that I’d ordered said item – now offered free – and paid for it not 12-hours ago. To their credit, they offered the item gratis with my next order. Can’t say fairer than that.

Used well, loyalty schemes and marketing lists are great for engaging customers. But wrongly handled they can badly misfire. Like the bank that offers customers £100 to open an account but nothing to those who’ve been with them for 20 years, it’s all too easy to put people’s backs up.

There’s been a terrifically positive reaction to the news that BETA International 2025 is to return to the NEC, Birmingham.

As I write, stands for the show on 28/29 September are already 75% sold out.

With the NEC’s proximity to the motorway network, railway station and international airport – and the PATS industry show running concurrently next door – all’s set fair for a bumper trade fair next year.

Liz Benwell Liz Benwell

LEGAL DIGEST With Jodie Seddon and Hannah Bradley

28

TURN BACK THE PAGES

30

18

BETA EXPLAINS Packaging sustainability

32

THERAPY PRODUCTS GALLERY

20

FIBRE, FORAGE AND HAY ALTERNATIVES

34

BETTER BUSINESS Podcasting to boost your business

22

AMTRA RAMA CPD Dengie 36

RETAILER PROFILE

24

NEWS

4

PRODUCT NEWS

10

BENCH SADDLER OF THE MONTH

16

PEOPLE

BETTER RETAILING Seasonal stock control with Citrus-Lime 26 www.equestriantradenews.com

Front cover: A waterproof jacket by Premier Equine graces this month’s front cover. For more ideas from long cover-all coats to versatile lightweight garments, check out our waterproof clothing feature.

Is your horse or pony a “Little Piggy”?

TREATS AND LICKS GALLERY

38

WEATHERPROOF CLOTHING GALLERY

40

..helping prevent overeating!

Equestrian Trade News November 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).

Design & Print Designed and produced on behalf of EMC

by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020 Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com Advertising 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.

Copyright All material is copyright Equestrian Management Consultants Ltd

www.carbonbalancedpaper.com

CBP123456

Retailer offers insurance

Devon retailer Redpost Equestrian has introduced equine insurance for its customers.

The Redpost Insurance package, costing under £20 per month, covers public liability, personal accident and vet fees for accidental external injuries only cover.

4 | Equestrian Trade News November 2024

World famous saddlery closes Hampshire retailer Calcutt & Sons – famous for its traditional saddlery, hunting supplies and polo equipment – has shut up shop for the last time.

Ian Compton, the well-known ‘face’ of the Sutton Scotney based business since it started 62 years ago, blames changing consumer demand.

“The public and [their use of] the internet has driven us to it,” he told ETN. “And the riding public has changed too.

“Until recently, we made all our own bridlework. But now they’re not interested in quality, they want fancy brands and bling.”

Ian is to continue with the Henry Keat hunting horn business. He can still supply hunt buttons too, which he gets engraved locally.

Calcutts’ saddlers are also starting their own businesses. Chris Ross, who worked there since 1973, is offering bespoke leatherwork and repair services. “He’s even taken his saddler’s work bench home because he’s so used to working on it,” said Ian. Lesley Ralph, who also occupied a workshop at Calcutts, specialises in riding boots.

“It was an institution”

Anyone who ever visited Calcutt & Sons never forgot the experience.

Its vast range of hunting clothing catered for bespoke and off-the-peg needs. Garments were shipped all over the world; heavyweight hunt coats and woollen breeches even went to the West Indies.

Calcutts was the distributor for Henry Keat hunting horns as well as being the largest supplier of hunt buttons in Britain.

Ian Compton and his team were also great innovators, developing a bestselling collection of polo equipment including a new generation of helmets.

A carbon fibre tree for polo saddles was another of their projects.

Unfortunately, Ian told ETN, the polo market has shrunk considerably since its heyday in the 1980 and 90s. “Of course, the Argentinians disappeared and then it became more elitist,” he explained.

“We had good times…but it had to come to an end”

Following the closure of Calcutts’ shop, it’s rumoured the site will be sold for redevelopment, possibly housing.

The news has saddened customers, both locally and those who made an annual pilgrimage before each hunting or polo season.

“We’ve had such good times,” says Ian, “so closing has been so sad and the end of an era. I’ve had customers in here really crying. One woman said she first came as a five-year-old and now she’s 70.”

Ian cites a drop in overall turnover as contributing to Calcutts’ demise.

“In 1980 we had just one showroom,” he said. “Then, in the early 1990s, we extended the shop upstairs to make it into 2,000 sq ft. That cost £75,000 at the time – and we paid for it out of working capital.

“That gives you an idea of how much things have changed. It had to come to an end.”

Famous customers

Ian is discreet about the rich and famous international clientele he has met over the years through Calcutts.

However, he said he was touched by a recent visit from former world champion event rider and regular customer Lucinda Green.

“She heard we were closing and popped in with a card to thank the staff and a bottle of champagne,” he said.

Ian has had a mammoth task of clearing the store and says he still has “hundreds” of second-hand saddles to dispose of.

He also came across the prototype of a stall rug made around 35 years ago for horse-whisperer Monty Roberts who wanted it for training racehorses to walk calmly into starting stalls. It’s been donated to trainer Ray Beckett.

Hunting horns and hunt buttons

Enquiries about Henry Keat hand-made hunting horns or hunt buttons should be made to Ian Compton on tel 01962 774476. www.equestriantradenews.com

NEWS | ETN

Firm freezes prices

Dodson & Horrell is freezing prices across all its products for the autumn/ winter period.

The feed brand says the move is “to support our stockists and horse owners alike.”

Dodson & Horrell’s pledge applies to trade, wholesale and end-user pricing.

“There will be no unexpected price increases this winter,” said a spokesperson. “This means you can continue to offer your customers the quality nutrition they trust, without the added worry of rising costs.”

Dodson & Horrell has also launched a Winter Feeding Made Easy campaign with marketing materials and digital promotional support available to retailers.

“Our focus this season is on making things easier,” said the spokesperson.

“Together, we can make sure horses get the nutrition they need, while helping horse owners feel confident in their winter feeding choices.”

Free webinars offer CPD point A new series of free equine nutrition webinars hosted by the SPILLERS is underway.

The four online sessions, presented by nutrition, veterinary and welfare experts, will enable qualified professionals such as SQPs/RAMAs (registered animal medicines advisors) to earn five AMTRA CPD points.

All attendees can test their knowledge with a quiz and receive a certificate on completion.

Upcoming webinars are: • Stabling horses: Can we do it better?

– 21 November 2024, with Isabel Harker, SPILLERS Nutrition Advisor and head of the SPILLERS Care-Line team, and Sarah Hallsworth, Equine Behaviour Manager at Redwings Horse Sanctuary • Caring for the senior horse – 16 January 2025, with SPILLERS Nutritionist and Product Manager, Sarah Nelson, and Professor Pat Harris, a leading authority on veterinary clinical nutrition and senior horse nutrition.

• Spring into action: Effective strategies to help your horse shed the pounds – 27 February 2025, with SPILLERS Nutrition Advisor, Isabel Harker, and Nicky Jarvis, Head of Veterinary and Care at Redwings Horse Sanctuary.

To register for the seminars, visit: https://www.spillersfeeds.com/webinars www.equestriantradenews.com

 Paris Olympic medallist Laura Collett, pictured riding Hester at Blenheim in 2023, is likely to be among the title contenders when the event hosts the European championships next year.

Championships to benefit businesses The 2025 Eventing European Championships are to be held in the UK at Blenheim Palace.

The news will be welcomed by the event’s traders as they stand to benefit from an influx of UK and European visitors.

The Agria Blenheim Palace International Horse Trials – on 18 to 21 September – will be the first at the venue with the insurer as title sponsor.

“Next year is going to be a very exciting one at Blenheim Palace,” said the event’s sales manager Kate

Walsh, “and ensuring our exhibitors benefit from the championship-level ambiance is a central component of our planning.”

Last month’s Blenheim horse trials featured a revised, shopping-friendly site plan. Around 215 trade stands exhibited. Organiser Stable Events moved Blenheim’s Food Walk to the shopping village and introduced a big wheel attraction.

The 2025 Eventing European Championship will be the first held in Britain since Blair Castle in 2015.

Well-known face becomes a Liveryman

Last call for Christmas

At a ceremony at Saddlers’ Hall in London last month, equestrian trade stalwart Michael Bacon was enclothed into the Worshipful Company of Loriners as a Liveryman

by Master Loriner Dr George Anderson.

Pictured with Michael, wearing his new livery gown at Loriners’ Autumn Court Dinner, are fellow members of the saddlery and lorinery trades, from left, Michael Darley (a member of the Saddlers’ Company and BETA Chairman) and from the Loriners’ Company, Court Assistant Tricia Nassau-Williams and Freeman Olivia Turner.

As the Christmas countdown begins, it’s worth checking out final order deadlines so as not to disappoint customers.

Snowhill says its last working day before Christmas will be Monday, 23 December when orders can be taken for Christmas Eve delivery.

“We will then be open for a few hours on Monday, 30 December to despatch online orders for delivery New Year’s Eve. Then it’s back to normal on Thursday, 2 January 2025,” adds the wholesaler.

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Equestrian Trade News November 2024 | 5

ETN | NEWS

New owner has plans to revive brand’s market share Clean Round Ltd – supplier of shampoos and biosecurity products for horses and dogs – has a new managing director and part-owner.

Aberdeenshire based Kerry Balment, who works in the oil industry, has already acquired one third of the company from founder Bob Walker.

The plan is for Kerry’s holding company Wolveswood eventually to own 80% with Bob retaining a 20% involvement.

Kerry’s association with Clean Round began as a customer. She has five horses including a show hunter.

“I was a customer and then I couldn’t find it in stock anywhere when I went to repurchase,” she told ETN. “So, I contacted the company and Bob told me his plan was retirement and that the business was for sale.

“You could say that I liked it so much, I bought the company, to borrow a famous saying.”

Clean Round will be available to the trade, potentially directly to retailers and by wholesale.

“My plan is to change as little as possible while working to get the market share back,” added Kerry. “Then we’ll take it from there.”

Clean Round was founded in 2012.

Earlier this month, the brand sponsored a new international showjumping grooms award at the Horse of the Year Show.

BETA International 2025 already 75% full ahead of move to NEC The news that BETA International 2025, sponsored by Neue Schule, is to return to the NEC, Birmingham has resounded well within the trade.

Strong stand sales, conducted by Raccoon Media on behalf of the British Equestrian Trade Association (BETA), have seen more than 75% of space already booked for the show on 28/29 September.

“We’ve been delighted at the reaction to the move back to the NEC,” said Claire Williams, BETA’s executive director.

“Not only will it attract exhibitors and visitors from further afield thanks to its transport links, it also emphasises the importance of the event for the equestrian sector and offers an exciting future for BETA International as it enters its 46th year.”

Business commended for tackling consumers’ cost-of-living concerns SEIB Insurance Brokers has won a prestigious national industry prize.

The team from the equine insurer collected the Marketing & Customer Engagement award at the recent UK Broker Awards 2024.

The accolade recognises SEIB’s response to horse owners’ needs during the cost-of-living crisis.

No Chatsworth for 2025, but return due in 2026

Chatsworth international horse trials, which is also a popular shopping venue, won’t run next year.

The organisers say they are regrouping with a view to the Derbyshire event returning in 2026.

Chatsworth was cancelled in May 2024 due to torrential rain, and abandoned part-way through the previous year having been hit by the weather.

The team behind the event say they are working with British Eventing to see if Chatsworth can run later in the season “Moving dates is not straightforward and would have a huge impact on the overall logistics including, crucially, the availability of the loyal officials, volunteers, contractors and trade stand regulars,” they add.

6 | Equestrian Trade News November 2024

What visitors like about BETA International More than half of all visitors attend BETA International to find new suppliers and products, a survey conducted by the organisers at last month’s trade fair reveals.

Nearly two thirds attend for the additional reason of networking with fellow members of the trade.

Making the most of show-only offers and seeing specific exhibitors is what draws a fifth of visitors to the show.

The move to the NEC was widely welcomed with 40% of visitors saying it made them more likely to attend the 2025 event.

The show’s autumn timeline also got the thumbs up from visitors, with nearly two-thirds preferring it to the historical January dates.

• BETA International 2025 takes place in Hall 2 of the NEC – next door to the pet industry event PATS which is in Hall 1 at the same time. Email tradefair@beta-int.com for rates and information on available space.

Following a consumer survey which highlighted financial strain among consumers, the company launched an affordable policy called SEIB Core Horse Insurance for owners on a budget.

Crediting her award-winning team, SEIB CEO Suzy Middleton said: “We’ve listened to our customers and acted on their feedback to deliver a product that really makes a difference.”

The marketing element of the award acknowledged SEIB’s social media activity and presence at key industry events such as Your Horse Live.  The winning SEIB team, from left, Katie Oswald (head of marketing), Georgina Dewar (social media executive) and Yazmine Belcher (marketing executive).

Brand secures £100k funding Technology tycoon Lars Letonoff has invested more than £100,000 in a product designed to improve riders’ balance and straightness.

Equiseat Aid is a wrap worn around the rider’s strongest leg to encourage symmetry in the saddle. It works by training muscle memory, and retails from £69.

Lars Letonoff, the former president of KnowBe4, has become a shareholder and board member at Equiseat Aid Ltd, joining founder Vickie Dennis, Ruth

Schofield and Kate Dennis.

“Equiseat Aid represents a unique opportunity to support a company that’s truly innovating in the equestrian market,” says Lars.

“Their product has the potential to make a real difference for horses and riders and I’m thrilled to help them grow and reach their full potential.”

Equiseat Aid says the investment will be used to accelerate product research and development, and enhance its marketing. www.equestriantradenews.com

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ETN | NEWS

Wormer prescribers get new guidelines New guidelines have been issued to support SQPs/RAMAs, vets and pharmacists in the way they prescribe and supply horse wormers.

An advisory document, issued by the pan-industry group CANTER (Controlling ANTiparasitic resistance in Equines Responsibly) last week, covers worm control in UK horses.

It urges SQPs/RAMAs and vets to recommend sustainable strategies for parasite control rather than repeated blanket use of drugs.

“Publishing the first edition of these industry-agreed guidelines is a seminal moment in the life of CANTER and our work to address the very real threat posed by anthelmintic resistance,” said CANTER chair Alison Pyatt.

“Our intention is for [the guidelines] to be a free, easily accessible, live resource that underpins our first aim, to support prescribers with practical, evidence-based principles to slow wormer resistance.

“Moving to non-chemical

Feed brand continues weight watching work SPILLERS has donated £5,000 of strip grazing equipment to Redwings Horse Sanctuary to help some of the charity’s ‘rounder’ residents battle the bulge.

The feed brand is campaigning to end equine obesity by 2035. It also runs the SPILLERS Slimmers’ Club to spread awareness of the issue and offer owners practical solutions.

“Earlier this year we asked [club] members to vote on how they would like us to spend £5,000 to support overweight residents at Redwings,” said Bella Fricker, project lead at Mars Horsecare, home of the SPILLERS brand. “The provision of strip grazing supplies was chosen as the winning project.”

A study conducted in association with the SPILLERS brand found that strip grazing can be an effective way of restricting grass intake to help manage the bodyweight of pastured ponies.

Follow-up research highlighted the advantages of consistent nutrient intake that may be offered by strip grazing.

8 | Equestrian Trade News November 2024

management strategies and utilising monitoring tools to inform the need to treat is the only way we will maintain the efficacy of our limited treatments and safeguard horse health into the future.

“The CANTER Guidelines offer a comprehensive resource to inform the decision-making process and underpin the advice given at the point of prescribing to promote this behaviour change. We encourage prescribers to read them, refer to them and reference them in their practice.”

Need for change World Horse Welfare’s chief executive Roly Owers, who is also a vet, underlined the need for change.

“Antiparasitic resistance is a critical and growing threat to equine health and welfare so the publication of the CANTER Guidelines as key principles for equine parasite control is a huge step forward in tackling this crisis,” he said.

“The guidelines will be essential in

Well-known faces bring European products to UK retailers…

The Equestrian Agency - comprising Peter Wilkes, Kelly Whapples and Stacy Coates - is exclusively representing Waldhausen in mainland UK. Waldhausen, founded in Cologne in 1836, is among Europe’s largest equestrian wholesalers and brand owners. The company distributes ownbranded products, E.L.T. clothing, Swing body protectors and brands such as Beris Bits.

The Equestrian Agency says it is

promoting clarity and consistency in the approach to sustainable equine parasite control.”

Practical advice The message is clear, says CANTER, repeated blanket treatments for drug resistant worms are no longer recommended. Instead, prescribers are encouraged to: • Apply pasture and horse management strategies to reduce parasite infection in the environment and break worm transmission cycles.

• Use monitoring tools such as worm egg counts to inform the need to treat individuals shedding higher levels of eggs and monitor for resistance • Apply a risk-based approach to estimate parasite transmission potential in individual horses.

CANTER says its next priority is to develop a range of resources for the horse owner.

The CANTER guidelines are available on the CANTER website at www.canterforhorses.org.uk “overcoming import issues” for UK retailers by working with Waldhausen to offer “competitive DDP (delivered, duty paid) prices [thereby] removing retailer import hassles.”

Peter is covering north of Birmingham, and Kelly is looking after trade customers in Birmingham and south.

“Waldhausen offers something for the quality boutique retailer right through to the mass market sellers,” said Peter.

“Oh, and Waldhausen does not sell direct to consumers. It’s all about the retailers.”

Peter Wilkes and Stacy Coates were previously associated with Vale Brothers.

Kelly Whapples is an experienced salesperson who’s worked with various equestrian wholesalers.  The new team distributing Waldhausen to the UK trade. From left, Kelly Whapples, Stacy Coates and Peter Wilkes of The Equestrian Agency with Klaus Winkler of Waldhausen.

www.equestriantradenews.com

NEWS | ETN

Insurer launches in Ireland

Agria has introduced its lifetime equine insurance cover, similar to that offered in the UK, to Ireland.

Said Bernard O’Sullivan, Agria Ireland country head: “Our goal is to support the country’s vibrant equestrian community by providing an insurance product that takes away the worry of unexpected veterinary bills, allowing owners to focus on their horses’ health and well-being.”

Irish international eventer Sarah Ennis (pictured) is sponsored by the insurer.

“Whether it’s a horse aiming for the Olympics, or a muchloved family horse giving his owners a huge amount of fun at lower levels, Agria brings peace of mind like no other,” she said.

Horse owners in Northern Ireland can continue to insure their horses with Agria UK.

SPONSORS AND SHOWS • Cavago’s newest brand ambassador is dressage coach and rider Charlie Hutton. He describes Cavago’s app for equestrian businesses, such as riding schools like his family’s Talland School of Equitation, as “a one-stop-shop for organising your calendar and bookings.”

• Yorkshire based retailer R&R Country is sponsoring 14-year-old event rider Sophia Elliott and her pony Robe Park Bobby. The pair won the CCIP2*-S at Blair Castle in August.

“We are thrilled to welcome Sophia to the team. It’s incredibly important to support local riders and we have the perfect platform to do just that,” says Sue Moxon, managing director of R&R Country.

• Show jumpers Holly Smith, who rode for Britain at the Tokyo Olympics, and young Irish star Katelyn Horgan (12) have joined Coldstream Equestrian’s team of sponsored riders Holly’s daughter Rosie is already a Coldstream Next Generation Elite rider. “Coldstream is committed to investing in the future of our sport,” said a spokesperson for the Battles’ brand.

• For the second year running, Equisafety was the headline sponsor of the annual UK Armed Forces Equestrian Association Championships held at Bury Farm Equestrian Village.

www.equestriantradenews.com

Equestrian Trade News November 2024 | 9

ETN | PRODUCT NEWS

PRODUCT NEWS Reaching new heights

The new Step Up from Red Gorilla is a safe, strong mounting aid with a multitude of other uses around the yard.

With its three sturdy steps, the folding Step Up is easy to store, move around or pop in the horsebox so it’s always at hand for getting on a horse.

This versatile piece of kit is also perfect for reaching high shelves in the tack room, to stand on to plait up and loads of other everyday jobs around the yard.

Made from durable, lightweight, UV and frost-resistant materials, the Step Up folds flat and has a carry handle. Its three steps have a non-slip grip surface. It can support up to 130kg.

Says Katherine Tuckley, Red Gorilla’s equine sales manager: “The Step Up has been designed for ease of use, strength and versatility.

“It gives retailers massive ‘shelf shout’ in store. While the Red Gorilla branding assures consumers of the professional-grade quality Red Gorilla represents.”

Warm and cosy

The new LeMieux Kudos Stable Rug 200g is designed as a ‘comfort blanket’ for the stabled horse.

A 1,000-denier rip-stop outer repels stains and moisture, while there’s a thermos-bonded polyester fill for warmth. A 45° angled front closure and shoulder gusset offer freedom of movement.

A self-righting, seam-free spine and padded wither enhance comfort. The soft antibacterial, anti-static microfibre lining promotes coat shine.

A PVC-coated fillet strap offers wipe-clean practicality.

The neck cover is sold separately.

10 | Equestrian Trade News November 2024

Wardrobe refresh

Aztec Diamond has re-imagined its new season collection with a rich colour palette of forest green and deep mauve.

The brand’s best-selling core fitted jacket (pictured, RRP £85) can be paired with its leggings.

Aztec Diamond has also updated its outerwear with a heavyweight quilted jacket.

With internal straps to keep it secure, and a zip in the back, it’s rider-friendly.

A diamond quilted gilet offers versatile layering whatever the weather.

www.equestriantradenews.com

PRODUCT NEWS | ETN

Coat to be seen in

The new Flash Deluxe Parka from Mountain Horse incorporates reflective materials to get the wearer seen on dark mornings and evenings.

The coat has a twoway front zip, spacious zipped front pockets, a detachable, adjustable hood and a riding pleat with snap closure at the back.

Adjustable leg straps and stretchy inner cuffs and thumbholes for warmth complete the picture.

Bootifully on trend

Winter skin defender

New Silver Honey Mud Defense from Absorbine combines the natural power of Manuka Honey and MicroSilver BG. Formulated for skin challenges often seen around the pastern and heel bulbs in wet, muddy conditions, the innovative spray supports the skin and protects its integrity.

Silver Honey Mud Defense includes essential oils to soothe and support skin comfort. And it incorporates RapidSorb technology that allows the ingredients to be absorbed, even via thickened skin and scabs.

MicroSilver BG is a powder of micro-sized, medical-grade silver particles.

Silver Honey, which uses honey gathered

Tasty winter treat

Dengie has re-launched a popular seasonal special with added cinnamon spice flavour.

Dengie Hi-Fi Original Cinnamon Spice is available for a limited time only over winter.

It’s high in fibre but low in calories (8MJ/kg), sugar (9%) and starch (1.5%).

The tasty winter treat combines alfalfa

www.equestriantradenews.com

from the pollen of the manuka tree of New Zealand, has a 5+ UMF (Unique Manuka Factor) rating. As well as cleaning an area, it helps maintain a hydrated and healthy wound environment.

The Silver Honey range is available from your usual Absorbine supplier.

These trendy E.L.T Rainless Booties from Waldhausen are new to the UK market.

The hard-wearing, slip-on short style is the perfect choice for horsey or outdoor folk to keep by the back door.

Ideal for yard work, after riding or dog walking, there’s a thermal lining, non-slip sole and waterproof exterior.

Rainless Booties come in black, asphalt, deep blue or rose pink, with a suede option.

Waldhausen products are available to UK retailers via The Equestrian Agency.

blended with straw and is ideal for horses and ponies in light work or at rest. The added cinnamon spice flavour brings a festive flavour to the feed room.

Any amount can be fed according to the horse’s requirements alongside a balancer or powdered vitamin and mineral supplement to provide a balanced diet.

Equestrian Trade News November 2024 | 11

ETN | PRODUCT NEWS

Perfect for the changing seasons

Gallop’s new 50g detachable neck rug from its Dual Turnout range is a versatile product ideal for mild, wet weather.

Its dark-coloured outer in 600 denier waterproof fabric has a burgundy trim, tying in with the brand’s colour coordinated binding system.

The well tried and tested five-point detachable neck

won’t separate from the rug’s main body or lift up on windy days.

Gallop’s Dual set is a great choice for owners who wish to rug their horses with a neck some days, and without on others. While the 50g fill is a useful option across the changing seasons.

Gallop says the price point on its Dual sets is “consumer affordable whilst having super profitable margins for trade members.” The trade price is £35, with further discounts when multi-buying.

It’s a complete cover-up!

Supreme Products’ Active Show Rider Waterproof Onesie is now available in adult sizes as well as junior.

The fleece lined, waterproof garment has two full-length, two-way zips running parallel down each leg for fast putting on and taking off. There’s no need to pull it on over dirty boots.

Perfect for keeping busy horse-people clean, dry and warm, it is ideal on the yard, while clipping, out riding or at competitions.

Features include a hood, suede riding patch, elasticated wrist and ankle cuffs and elastic straps at the bottoms of the legs.

Available from Battles, the RRP is £159.99.

Seasonal refresh

Omega Rice from Omega Equine has had a packaging upgrade for the 2024/25 winter season.

The stabilised rice bran and linseed pellets are ideal for horses needing extra condition or stamina.

Omega Rice can be soaked and is fed in small volumes making it a suitable source of calories for horses with poor teeth.

The new bag, with its eyecatching design, brings the product into line with recently refreshed branding across the Omega Equine supplements range.

12 | Equestrian Trade News November 2024

Specialist supplement arrives

Corticosal, a supplement from Navalis Nutraceuticals to support the health and vitality of horses with pituitary pars intermedia dysfunction (PPID) or Cushing’s disease, is available from Equine Products UK. The product combines herbs such as monk’s pepper, ginkgo and ginseng with a balanced formulation of minerals, trace elements and vitamins. It helps reduce

stress in horses suffering from PPID. Corticosal comes in 2Kg packages with an RRP of £79.49.

New colour added

Paloma stone is the latest colour to join the Agaso Everyday Adventure Breeches range.

The new neutral colourway complements almost any hue of jacket or top.

In sizes 22" to 34" waist, and with a flattering cut, these breeches come in a choice of regular or short leg lengths. The RRP is £97.99. www.equestriantradenews.com

Globally recognised as the forefront of Innovation, Technology & Protection in the Equine sector.

Join the elite, become a Premier Equine retailer today!

Apply for a Trade Account: sales@premierequine.co.uk w w w.pre m i e re qu i n e . co . uk

ETN | PRODUCT NEWS

“Wow, that’s clever” The Soak ‘n’ Roll hay soaking device from Stubbs England involves no mechanics to go wrong, no electricity, hardly any human effort and minimal expense…

Too good to be true? ETN tries it out.

The problem Most stable yards soak at least some haynets every day. The common practice reduces calories and respirable dust in the forage, so it has obvious benefits for many horses.

Soaking is usually done by placing a full haynet into what needs to be a very large tub or tank and filling it with water. It’s then left to soak.

The tricky part comes next. Anyone who’s ever tried it will know that extracting a saturated net of hay from a tank of rancid water is torture.

Even if the net can be lifted out or tub or tank tipped to empty the water (at physical risk to one’s back), the torrent of freezing cold residue water pouring down one’s front and legs on a chilly winter’s day is not one to relish.

Why the Soak ‘n’ Roll hits the spot…

This clever device, with its stepped tipping design, allows the water to

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 A busy livery yard owner tries out the Soak ‘n’ Roll from Stubbs England – and gives it the thumbs up.

be poured away in easy stages while the haynet drains to make it more manageable.

The process is initiated simply by fingertip pressure on the side of the Soak ‘n’ Roll to set it off on the first stage. Once a certain amount of water has flowed away, another small nudge employs the second stage.

Integral drainage channels release every last drop. No effort, no mess, no soaked clothes and no physical injury.

Just stand back and watch the soaked haynet drain – instead of wearing it!

Tried and tested We asked a busy hands-on livery yard owner, who regularly wrestles with

dripping haynets, to try out the Soak ‘n’ Roll. “Wow, that’s clever, it makes the job so easy” was the incredulous response.

“How much are they? I want one…”

The £95 RRP didn’t dampen the enthusiasm either.

The Soak ‘n’ Roll really is the sort of product that people need to see and use to appreciate. It’s a good example of when a demo product – complete with filled haynet and water - would pay for itself several times over.

The easily portable Soak ‘n’ Roll comes in one-piece moulded Stubbythene in red, blue, green, black, white or pink.

A lifesaver for anyone soaking hay this season.

Hi-tech protection

Today and every day

New DailyFibre from Mollichaff is a high-fibre, low-sugar and starch feed for horses and ponies in light to medium work.

It’s formulated to promote digestive health, provide essential nutrients and offer controlled, slow-release energy for horses that maintain weight easily.

Containing dried grass, magnesium and linseed oil, DailyFibre is highly palatable.

14 | Equestrian Trade News November 2024

The new WeatherBeeta ComFiTec Ultra Comfi Detach-ANeck (RRP £164.99) has an 1800 denier outer shell.

It’s coated with EcoElite Teflon, a plantbased textile treatment to make it waterproof and breathable.

The adjustable twin front closure includes the Twist n' Lock system and touch tape fastenings, a system replicated on the belly wrap.

At the withers is a boa fleece and memory foam pad designed to lift the rug off this vulnerable area. A Cozi Guard protects the horse's chest.

Padded, elasticated, adjustable and removable leg straps offer a secure fit.

The two-piece tail flap wraps around the horse's quarters, and includes reflective panels for visibility.

Forward-positioned gussets with cupped shoulder darts, known as the Freedom System, enable the horse to move freely.

This turnout rug comes with a removable neck portion. It has a 210 denier lining and 220g polyfill as well as being compatible with various liners for versatility through the seasons. www.equestriantradenews.com

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.

This month’s winner is TAMSIN RAYMOND About Tamsin Raymond

Tamsin’s prizewinning dragon bag was made from more than 1,000 handstitched pieces.

Tamsin is a Master Saddler who runs TCR Saddlery in the Vale of Glamorgan, South Wales.

She was awarded second place in the SMS pre-made competition at BETA International 2024 for her dragon bag. The piece, inspired by a new season of the TV series House of the Dragon, showcases her incredible leathercraft skills.

The dragon, named Cobalt, is entirely handstitched from almost 1,000 individually stamped and stitched leather ‘scales’. Tasmin had kept the pieces of Italian leather since her college days back in 2010-2012 – and had been waiting for the right project to come along.

Tamsin started the dragon bag in June ahead of BETA International in September, making the head first, followed by the body.

“I was working on Cobalt seven days a week for the last two weeks to make sure it was done in time,” she says. “I was really happy with how it turned out and to get a second prize placing was the icing on the cake.”

Hitting the right notes

Before training to be a saddler, Tamsin was studying music. However, she quickly realised that being at university wasn’t right for her and dropped out of the course.

So what to do next? Tamsin had always enjoyed horses as a hobby, and didn’t want a career that would impact on this. “I was quite crafty, so I thought why not do saddlery - not fitting but making and creating things out of leather,” she explains.

16 | Equestrian Trade News November 2024

Working with leather

Tamsin did five short courses at the Cumbria School of Saddlery in Penrith with David May. She then completed the two-year Cordwainer’s Diploma at Capel Manor College. This was followed by a series of courses with Mark Romain at The Saddlery Training Centre in Salisbury where she undertook further training and assessments leading to full qualification as a saddler and, ultimately, Master Saddler.

On successful completion of her courses, Tamsin started her own business making bespoke bridles, general repairs and creating other leather items.

“It’s a 50:50 split between equestrian and nonequestrian bench work,” she says. “I don’t have a sewing machine, so everything I make is hand stitched, which is time-consuming but also very rewarding.

“Last month, I made a coachman’s watch case, which is a little satchel with a pocket in the back to hold a watch. The customer borrowed one and I copied it. It was such an interesting project to do and the finished article looked great.”

Bespoke bridles

Bridles are Tamsin’s favourite item to make. Indeed, she finds it very satisfying making something by hand completely from scratch – and takes great joy from seeing a customer’s reaction as their imagination becomes a reality.

Tamsin is currently working towards gaining the SMS bridle fitter qualification.

“I feel strongly about making high-quality, welldesigned bridles and other items for the horse with the aim of maximising comfort,” she says. “From an ethical point of view, this is so important to me. The welfare of the horse must come first.”

Item in high demand

Tamsin is often asked for bespoke bling browbands, but says it’s taken her a while to hone her skills in this department.

“I couldn’t get my head around the way I was taught, so I found a different way of doing it,” she says.

“That’s the great thing about bench work; if you make little tweaks and work out how to do it yourself, there’s no reason why you can’t develop your own techniques.”

www.equestriantradenews.com

Master Saddler Tamsin Raymond at the bench where she likes to develop her own techniques.  Bepoke browbands are in high demand from Tamsin’s business, TCR Saddlery.  Everything Tamsin makes, like this coachman’s watch case, is handstitched.

Horse time

Tamsin has been around horses most of her life, and is on the lookout for a new one having lost her old mare a couple of years ago.

To get her horsey fix, she helps look after an American miniature Shetland called Jamaican Me Proud. Tamsin says she loves being around the 9hh pony.

Ideal for horses in work or promoting condition

Ideal for good doers or those in light work

FOR ULTIMATE DIGESTIVE SUPPORT WHATEVER THEIR ENERGY REQUIREMENTS Contain ADM Protexin In-Feed Formula Both naturally low in sugar & starch Support digestive health Independently approved

How to nominate a bench saddler:

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN/SMS Bench Saddler of the Month. Candidates for the award must be a member of the SMS and can be 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.

www.equestriantradenews.com

Contact your Dengie Area Sales Manager or the Feedline for further information

01621 841188 Discover more at dengie.com

ETN | PEOPLE

People AB Agri has appointed Richard Moore as the new managing director for its Global Supplements business – home of the NAF, Natural Vetcare and Nutrilabs brands, Richard previously led ADM Protexin’s global animal and human supplements divisions. In the past, he has held leadership roles at Glanbia Performance Nutrition and Procter & Gamble.

“I am thrilled to join AB Agri as managing director for Global Supplements,” Richard said. “With our innovative and market leading brands, this will be a key growth area for AB Agri.”

AB Agri employs more than 3,000 people around the world and sells products into more than 100 countries. In 2022, AB Agri acquired Greencoat Limited in a deal which included the NAF, NutriLabs, Natural VetCare and Greencoat Farm brands.

Celebrity farmer and BBC TV Countryfile presenter Adam Henson, hosted a charity fundraiser – the Agria Ride – at his Cotswold Farm Park last month. The event, promoted by the insurance company, was in aid of Redwings Horse Sanctuary, Riding for the Disabled and Retraining of Racehorses.

18 | Equestrian Trade News November 2024

Emma Warren and Andrew Ransford, whose Hiho Silver tradestand is a familiar sight at shows and events across the UK, notched up three decades in business this year.

They’re marking the 30th anniversary of their jewellery company by collaborating with Stevenson Brothers to give customers the chance to win a grey rocking horse inspired by Andrew’s own horse, Brian.

As well as trading at many events, Hiho Silver often sponsors the Best Dressed award at the trot-up.

Sponsored by

Saddle fitter and retailer Steph Bradley of Freedom Saddlery has previously run horse-related fund-raisers for Macmillan Cancer Support. But the 2024 edition had added poignancy.

Earlier this year, Steph underwent surgery for melanoma. She’s since made a full recovery and returned to work and competitive dressage riding.

This year’s Macmillan Coffee Morning at Freedom Saddlery’s base near Chester saw dozens of visitors from local villages enjoy hot drinks and cake. The day raised more than £2,000 for the charity.

Equestrian entertainment included an eight-rider quadrille, with cancer survivors Max Cookson-Johnson (13) and Sioned Roberts (64) among them.

Paris Paralympics silver medallist Georgia Wilson, who is sponsored by Freedom Saddlery, was the special guest. Steph and her daughter Francesca Bradley performed a dressage pas de deux; and there was hobby horse showjumping.

“The whole day was brilliant. It was a pleasure to invite local people to share the joy we have in our horses,” said Steph. “But what made it totally emotional was that my Macmillan nurse Jeni Jones (pictured with Steph) came along too.”

Equine anatomy guru Gillian Higgins has been commended for her equine head model which, with an accompanying multimedia book, shows how internal structures relate to bridle fit and design.

The founder of Horses Inside Out won the open competition at the Institute of Anatomical Sciences’ Autumn Scientific Meeting at the Royal Veterinary College. www.equestriantradenews.com

PEOPLE | ETN ETN CELEBRATES DAVID BOOTH, WINNER OF THE 2024 BETA LIFETIME ACHIEVEMENT AWARD David Booth is the co-founder of Westgate Labs.

His idea to develop a business around postal worm egg counts for horses has changed the landscape of equine parasite control. While his foresight of the problems surrounding wormer drug resistance has done much to unite the equine health sector.

David and his wife Gillian founded Westgate Labs 25 years ago.

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

In 2015, their daughter Claire Shand joined Westgate Labs as marketing director.

Finding a better way…

David originally developed the business idea for postal worm egg counts for horses in the late 1990s, at a time when regular chemical worming was the accepted way of doing things.

Living in rural Northumberland, he was aware of the wormer resistance problems in sheep and was questioning the way we were treating our own horses with regular chemicals.

However, when worm egg counts sent through the vet took more than three weeks to return results and there was no clear way to interpret them, he thought there must be a better way.

David used his lab experience to research the Modified MacMaster technique methodology and begun to conduct the tests himself. Not seeing many worm eggs in our own horses, he took random samples out at shows and was shocked to find counts of many thousands in these horses.

The findings both affirming the test technique and that the wider horse population had problems with parasites.

Creating a market

This experience sparked his interest and he set out to develop a business model that would help to improve the parasite control for horses in the UK. Westgate Labs was launched in 1999 with David’s wife, Gillian, as co-founding director. At every step of the way, the objective was to create a service that was as easy as possible for the horse owner to use; simple collection kits with postage paid return, rapid results backed up by best practice advice.

The challenge was not only promoting the service but also the concept; educating horse owners to a new way of approaching parasite control and changing behaviour around a complex subject – no mean feat especially over a grizzly subject matter!

In doing so, David created the market for commercial worm egg count companies.

He completed his SQP qualification to enable him to advise customers on their results. Westgate Labs remains the only worm egg count service provider with a free telephone helpline staffed by qualified advisors.

Pan industry group

It was not until 2009, ten years after David started his business, that the British Equine Veterinary Association (BEVA) began to promote targeted worm control with a modest campaign.

In 2021, Westgate Labs became an instrumental part in the founding and launching of the CANTER initiative (Controlling ANTiparasitic resistance in Equines Responsibly), a new pan industry group set up to tackle wormer resistance in horses.

In 2005, the company launched its first retail kits to incentivise shop based SQPs to profit from best practice.

“The bean counter”

Now in his 70s and affectionately known as the bean counter, David insists that part of running a successful business is the responsibility to do the right thing and give back.

Through 2019, he undertook a comprehensive review of packaging to help minimise waste and eliminate unnecessary plastic, launching compostable packaging for retail packs and upgrading packaging for the direct lab services to reusable and compostable envelopes, reducing waste to landfill by around 75%.

Wildlife haven

In 2018, David purchased 130 acres of restored open cast land that he is rewilding to create a space for nature and carbon sequestration.

The space is becoming a haven for wildlife as well as being enjoyed by staff who walk and ride over the nature reserve at lunchtimes and after work.

www.equestriantradenews.com

Equestrian Trade News November 2024 | 19

ETN | THERAPY PRODUCTS 2

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Feeling better Owners enjoy enhancing their horses’ wellbeing as much as the animals appreciate the care and attention. Here are some products that make it happen.

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And relax…

The Equilibrium Massage range comprises pads and handheld mitts designed to improve horses’ relaxation and flexibility.

Each lightweight, battery-operated product comes with a two-year guarantee. All feature intensity settings from low to high; the Massage Pad comes in three sizes.

New to the range, the Massage Pad Heatsense offers heat alongside massage options. This autumn, Equilibrium launched the Heatsense model in a size small for ponies.

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Keeping it to hand

When applying first aid or therapy to a horse – from massage to poulticing you need somewhere to keep all the bits and pieces.

What better than a Shelfie or two in the tackroom and outside each stable?

The innovation from Stubbs England takes up no more space than an ordinary bridle rack or coat hook – but adds the huge advantage of a shelf on which to store stuff.

20 | Equestrian Trade News November 2024

Installed with just two screws, Shelfies are made in Stubbythene coated strong steel with six different types of wooden and metal hangers.

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Cleans and cares

New Silver Honey Hygienic Shampoo from Absorbine combines Manuka Honey and MicroSilver BG. Highly concentrated, it cleans and soothes even the most sensitive skin.

When it comes to minor wounds and skin conditions, Silver Honey Shampoo is ideal for cleaning dirt and debris away before applying Silver Honey Spray Gel or Ointment to support the natural healing process.

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or under any conventional rug. It’s ideal for use before work or competition and to support recovery afterwards.

In black, and sizes small, medium and large, it retails at £453. Veredus is distributed in the UK by Zebra Products.

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Small but mighty

ArcEquine is a wearable microcurrent therapy device designed to aid the body’s natural repair process.

The simple-to-use, rechargeable unit is barely larger than a credit card.

ArcEquine Stockists benefit from comprehensive support packages and in-depth training, a multi-tiered pricing structure, and multiple payment options.

Magnetic power

Magnotherapy provided by the Veredus Magnetik Rug helps a horse’s relaxation and general wellbeing.

The rug is made from breathable material and incorporates 32 neodymium magnets strategically placed along the horse’s back, lumber region and shoulders.

The Magnetik Rug can be used alone

Therapy products are not a substitute for veterinary care. Horse owners should be advised to contact their vet when concerned about equine illness or injury.

www.equestriantradenews.com

DAILY FIBRE FOR A HAPPY HORSE Medium Energy: Provides controlled slow-release energy

N EW Low Sugar & Starch: Suitable for horses requiring restricted diets

High Fibre: To maintain a healthy gut and good digestion

Magnesium: To support healthy nerve & muscle function

Dried Grass: A naturally palatable source of fibre and antioxidants

Linseed Oil: Rich in Omega 3s to support healthy joints, the immune system and a shiny coat

Free From: Molasses, alfalfa, cereal grains and preservatives From the

stable

Order through your Mollichaff supplier or contact www.horsehage.co.uk / 01803 527274 for more information

BETA

COURSES Rider safety equipment, Lorinery, Feed, Social media and more...

Register your interest at info@beta-uk.org for upcoming dates

ETN | BETTER BUSINESS

A new way for

your customers to shop?

How about integrating video and live shopping into your podcast content, suggests Maz Farsani.

T

he podcast market is still growing, with new listeners discovering the medium every day. Over 21 million people in the UK regularly listen to podcasts, representing roughly 40% of adults. The numbers are good elsewhere in the world.

People like podcasts because of their convenience. Unlike live radio or TV, podcasts can be downloaded and listened to at any time. This is especially appealing to busy consumers who want to stay informed and entertained while on the go.

From true crime to comedy, politics to pop culture, there is a podcast for every interest and niche. This has allowed podcast creators to build dedicated audiences around specific topics, which has, in turn, driven the growth of the medium.

Many podcasts are now available in multiple languages, allowing creators to reach audiences of millions around the world. Additionally, podcasts are increasingly adapted into other forms of media, such as TV shows and movies, further expanding their reach and impact.

The bad news

The downside of all this is that a shoestring model may no longer work.

Perhaps if your content is compelling enough, some listeners will be forgiving; but podcast fans are growing accustomed to high production values, including clear, crisp audio, professional 22 | Equestrian Trade News November 2024

editing and engaging storytelling.

Basically, even in a specialist market, you can’t really get away with sounding like an amateur.

Video for more engagement

Podcasts began as audio only, but increasingly, video is becoming important. If you’re mucking out a stable, audio is what you want. But a significant number of podcast fans (currently about 13% but growing constantly) prefer to watch as well as listen.

This can be a challenge for podcasters, but the effort is often rewarded. Not only does video generate more content for more platforms, but it also provides more ways for people to find and engage with the content.

YouTube videos rank higher than audio podcasts on search results. And other platforms—like Spotify and Apple Music—have recognised the popularity of video content and added video for podcast functionality.

Video also makes the content more accessible on social media. While it is hard to engage potential listeners on Facebook or Instagram with audio-only content, video can grab attention and hold it for longer.

Integrating live shopping

A recent trend for business podcasters, particularly those using video, is to include live shopping.

Blending real-time video content with e-commerce offers a dynamic and interactive experience for viewers.

This integration brings several benefits, namely: • Enhanced audience engagement • Immediate sales opportunities • Authentic product demonstrations • Increased conversion rates By embracing this innovative approach, business podcasts can provide a richer, more interactive experience for their audience, ultimately driving growth and success in an increasingly competitive digital landscape.

Evolving market

Despite their maturity, podcasts have most certainly not had their day. With more than 21 million regular listeners and a growing market, podcasts remain a relevant and engaging medium for entertainment, education and storytelling.

However, the medium is evolving in response to changing listener expectations and market dynamics, so it’s important to stay up-to-date with the latest trends and best practices to create a successful podcast.

For a successful podcast

If you’re new to podcasting, consider these key steps to ensure success.

1. Find your niche 2. Develop high-quality content 3. Understand your audience 4. Invest in production values 5. Market your podcast

ABOUT THE AUTHOR

Maz Farsani is co-founder of Outset Studio which provides full-service podcast and video production studios in London and Manchester. Outset specialises in pod- and vlog- casts, live streams and live shopping. Recording can be done at its studios, or on location.

Whether a client simply wants studio space or prefers someone to manage the whole production, Outset has it covered.

Web: www.outsetstudio.com Facebook: https://www.facebook.com/ outsetstudiogroup/ Instagram: https://www.instagram.com/ outsetstudio/ [@OutsetStudio] LinkedIn: https://uk.linkedin.com/ company/outset-studio TikTok: https://www.tiktok.com/ @outsetstudio [@OutsetStudio]

www.equestriantradenews.com

18th-22nd December 2024

TH HORSE W E OR FAVOURITLD’S CHRISTM E AS PARTY

Book now at londonhorseshow.com

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An event from

ETN | RETAILER PROFILE

Products and

performance

Claire Buchanan and Alice Matthews are the two equestrian powerhouses behind online retail business The Centre Line. Deborah Hayward finds out more about their mission to challenge the status quo and improve the lives of riders and their horses.

Building a business

 Alice (left) and Claire are proud owners of The Centre Line, working to make a difference for horse and rider.

T

he Centre Line might be a relatively new business, set up in 2020, smack bang in the middle of the Covid pandemic, but it has already won an award - runner-up in the Retailer of the Year Online/Mail Order category at this year’s BETAs - and created waves in the equestrian world with its innovative products sourced from around the world.

Established by Claire Buchanan, who has a background in IT, and Alice Matthews, with extensive experience of the equestrian sector, The Centre Line is well placed to harness their strengths to deliver performance-related products to the UK market.

“We are all about making dramatic improvements for the horse and rider, finding innovation and making it accessible,” explains Claire. “We are not interested in mass-market products – we are about cool technology that can make a big difference.”

It was thanks to a piece of French technology that Claire and Alice’s paths first crossed. Alice had started her own online equestrian retail business, The Equinery, when she met Claire, who had retired from her corporate life and was acting as an agent for Orscana, a thermoregulation product measuring the temperature under a horse’s rug.

“I agreed to stock it and Claire helped me to promote it on my stands,” says Alice.

24 | Equestrian Trade News November 2024

The two women formalised their business relationship, first setting up an online supplement company, Hi Form Equine, in 2017 before following their passion for tracking down technologically advanced equestrian solutions and forming The Centre Line.

They also have a third company, Lotus Romeo, which creates custom-made competition jackets and tail-coats. It is also a British Equestrian Team Supplier.

“Alice and I are analytical in different ways and we work hard to introduce products in a very professional, handholding way because we are changing the game,” says Claire.

“We have been selling the Scharf Freedom girth for three years now and there is still nothing like it. It works with the horse, as opposed to against it, and sees us continually educating the customer not to over-tighten their girths.

“We are also on the cusp of bringing Ryde stirrups to the UK, which are fully adjustable and solve the asymmetric issue we all have.”

These two products, from Denmark and Sweden respectively, illustrate the ongoing search that Claire and Alice undertake to keep a steady flow of performance products arriving in their store.

Discerning customers

The Centre Line caters for everyone from leisure riders to those at the top of their

game. “Because we sell performance products, a lot of research and development goes into them and they’re not the cheapest on the planet,” says Claire.

“Our customers appreciate that we understand our products intimately and we always provide the information they need to help them make a good decision.”

Alice adds: “We have noticed that dressage riders are the ones who seem to be most open to innovation. They’re really forward-thinking. Perhaps it’s because every little mark counts.”

Tried and tested

Nothing is sold by The Centre Line until it has been put through its paces by Claire, Alice or a top rider. Only when they are finally happy with the results will they bring the product on board.

Customer service

“Everybody who buys from us gets a call – it doesn’t matter what it is,” says Claire. “There are usually pre-order conversations, leaflets and sometimes a tutorial video.”

The business has a large warehouse at Alice’s home in Somerset. “I take care of packing and dispatching orders from here, mainly the Hi Form ones, with the help of my dad, Martin Matthews,” she says.

“Claire deals with Centre Line products, as she is great at making them

 Claire and Alice’s Lotus Romeo technical dressage jackets and tailcoats are worn by many international riders, such as Carl Hester.

www.equestriantradenews.com

 The Centre Line enjoys a high-profile presence at many of the country’s leading equestrian events.

look really beautiful. We believe that the experience of quality needs to be at every touchpoint; so when you spend £300 on a girth, or £400 on a pair of stirrups, that opening experience needs to be really pleasurable.

“Everything goes out with a handwritten note and everybody gets some form of box so that customers feel really special.”

See nearly 400 quality products

at STUBBSENGLAND.com ONE OF THE AWARD WINNING SHELFIES!

Promoting the business

Word on The Centre Line is sent out through social media, with Claire’s daughter, Chloe Hubbard, taking care of Facebook and Instagram, while appearances at the country’s leading equestrian shows such as Badminton and Burghley help to promote the brand.

Organic growth

Hook SHELFIE

Both Claire and Alice agree that the business has evolved rather than grown in line with careful planning. “We’ve kept it small for a purpose,” says Claire.

“We don’t want a gazillion million – that’s not what it’s about. It is about helping horses and riders to be the best that they can be. Of course we want to grow, but it will always be without losing what we have built.”

S5528 Also in black, red & blue

RETRO

for the Home & Shop

ETN asks Claire and Alice…

Q: Do you think that countries such as those in Scandinavia are more advanced when it comes to equestrian products?

Claire: There are quite a lot of big research universities over there and they are always looking for ways to improve what we have.

Q: Where does The Centre Line name come from?

Claire: Our names, Alice and Claire – A and C, which is going down the centre line in a dressage arena.

Q: Do you have horses?

Claire: I have a yard at home with three of my horses, then one at event rider Will Rawling’s yard and a dressage mare at another yard.

Alice: My horses are Buster, Jurgen, Moo Moo and her daughter Ushi, Melman and Taco.

Q: What do you love most about running the business?

Alice: It’s a toss-up between doing something technical on the website or receiving positive comments from customers.

Claire: It’s changing horses’ and riders’ lives, and customer feedback. Those are the things that make my day. www.equestriantradenews.com

Hook Peg S28177

Slatwall Bridle Rack S20775

Horsey Ball S421

SEE MORE HERE

Made in England Since 1836

ETN | BETTER RETAILING

power When knowledge is Staying on top of your stock positions, and understanding how quickly products are selling, can help reduce end-of-season discounting, says Grant Hadwin.

T

he relationship between your stock levels - the rate at which products sell, and the margins you achieve over a season is one of the most critical aspects of your retail operation.

The margin you’re promised at the start of a season doesn’t guarantee how much profit you’ll make by the end.

Many factors influence this, making it a challenge to meet the promised margin.

However, with the right tools and strategy, you can shift the odds in your favour.

New products arrive

Each season, you invest your hardearned money in new products, expecting them to achieve a certain margin. These products are received into your store and listed on your website.

As they begin to sell, you start to understand their sales velocity and can predict how long they will take to sell through. Once you know this - and combine it with your industry knowledge of when the season peaks and when discounting begins - you can plan your strategy for maximising margins.

If you realise that selling through will take the entire season or longer, it’s a safe bet that you’ll need to discount some items to clear them. This will lower your margin and reduce overall profits.

Conversely, if you find that your rate of sale is much faster, selling out well before the end of the season, you’ll achieve your promised margin. The downside here is that if you had more stock, you could have sold more and made more money overall.

Pinpoint what’s selling

Striking the right balance is no easy task.

26 | Equestrian Trade News November 2024

What separates good retailers from great ones is knowledge. Being able to pinpoint which stock is selling and how fast is crucial for achieving the margins you’re aiming for by the season’s end.

However, this can be difficult if your reports don’t provide clear insights—or if they do, but you’re managing multiple systems that don’t integrate well. Pulling all the information together takes time and energy, and there’s always the risk of errors.

A system that can identify which products are selling well and how long certain stock takes to sell through offers invaluable insight when making key decisions.

Ultimately, it helps you determine which products need promotion and what you should buy more of to maximise your return on investment.

Seasonal business intelligence

You don’t want to be left with too much stock at the end of the season, and you also don’t want to miss out on sales because you didn’t buy enough.

Seasonal businesses need retail systems with reporting features that can identify what sold well in the previous season, so you know how much stock to order for the current one.

Business intelligence like this allows you to manage each season more effectively. Since you often purchase ahead of time, forecasting how quickly you’ll sell through stock is essential to minimising end-of-season discounting.

Knowledge is power. Having the information and being able to use it effectively is key to maximising your return on investment and achieving higher margins and revenue at the end of each season.

About the author

Grant Hadwin is head of sales and supplier partnerships at Citrus-Lime, a leading supplier of Cloud-based point-of-sale systems. Find out more at https://www.citruslime.com

www.equestriantradenews.com

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ETN | LEGAL DIGEST

Managing and recovering trade debts Cash flow issues caused by late payers or non-payers can have a seriously detrimental impact on your business. Jodie Seddon and Hannah Bradley have some practical tips to minimise your bad debt.

Bad debts: what are my options?

1. Polite Reminders

It helps to be on the ball with payment reminders. Sometimes, a gentle reminder suffices. Make contact by phone or email, asking for confirmation that a payment has been made.

2. Formal Letter of Claim

If polite reminders do not work, you may need to escalate to a more formal demand. Depending on the amount outstanding, you may wish to get a solicitor to prepare this letter for you, or you could prepare it yourself. The Court has specific rules which it expects parties to follow as part of the process before issuing legal proceedings. The exact rules depend upon whether you are owed money from a sole trader/ individual or a limited company. To ensure that your letter complies with the Court’s rules, search online for the Civil Justice Rules Pre-Action Protocol.

28 | Equestrian Trade News November 2024

3. Legal Proceedings

The Court process can be stressful and slow. It should generally be viewed as a last resort, but it is sometimes necessary to recover sums due. You can commence legal proceedings with the assistance of a solicitor or by self-representing.

How you decide to proceed is likely to be influenced by the complexity of the matter, the sum of money due and how you feel about conducting the proceedings without a solicitor assisting you.

For debts under £10,000, you can use the Small Claims Court. This process is designed to be more accessible and simplified, making it an ideal option for businesses looking to recover smaller debts.

Under the Late Payment of Commercial Debts (Interest) Act 1998, businesses are entitled to charge statutory interest on late payments. You can also claim compensation for recovery costs, which vary based on the size of the debt.

Be aware that you will need to pay

Court fees to pursue your claim, albeit that you can usually recover these from the Defendant if you succeed with your claim.

Obtaining a CCJ (county court judgment) is often just the beginning of the debt recovery process. Once you have a CCJ, you can seek to employ enforcement methods such as the use of bailiffs to recover your money.

4. Insolvency Proceedings

If a business owes you more than £750 or an individual owes you more than £5,000 and the debt is undisputed, you can also consider insolvency proceedings. This is a draconian step and should not be taken lightly. Normally, a party owed money would first serve a document called a Statutory Demand on the debtor, giving 21 days for the debt to be paid. If the debt is not paid and it is not disputed, then you can proceed to present either a bankruptcy petition (in the case of an individual) or a winding up petition (in the case of a company). If a bankruptcy or winding up order is made, the process www.equestriantradenews.com

which follows is often protracted, and if the individual or company is genuinely insolvent, there is often little return to creditors.

Don’t close the gate after the horse has bolted: preventative measures

There are some practical steps to take to reduce the risk of bad debts.

1. Robust terms of business

Ensure that your terms of business equip you with all possible means to recover bad debts successfully. As a minimum, your terms of business should specify the longstop date for payment, allow you to charge interest on any late payment, and where money can be owed by either party explicitly prevent set off. You may also wish to be able to suspend services in the event of non-payment.

2. Due diligence

Before doing business with a party or extending credit to them, research what is available in the public domain about them. Check on Companies House to see how long an entity has been established, who controls it and if it appears to have a healthy balance sheet.

3. Take a view on bad payers

Review relationships regularly. If you have a persistent bad payer, make a judgment call about the benefit and risk involved in continuing to do business. It may be beneficial to put a stop to further dealings before your exposure increases.

Managing debt is a critical aspect of running a successful business. By proactively establishing routine measures to minimise risk and by using the legal system effectively, when necessary, you can safeguard your business’s financial health.

This article is written in accordance with the laws of England and Wales and it is not intended to provide specific legal advice. You should always seek independent legal advice from a qualified legal representative.

About the authors

Jodie Seddon and Hannah Bradley are Partners at Aria Grace Equine Law. Jodie Seddon is an accomplished corporate and commercial lawyer, and an international equestrian athlete. She combines her extensive knowledge of the equine industry with her legal acumen to provide sound commercial advice to equestrian athletes, owners, brands, businesses and governing bodies. She was ranked in Chambers for her work in Equine Law in 2022 and 2023.

Hannah Bradley specialises in contentious issues and has extensive experience of advising many equestrian businesses in relation to disputes and contentious matters.

Aria Grace Law CIC is the only not-for-profit corporate / commercial law firm in the UK.

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...

Ten years ago...

In November 2019, ETN reported:

In November 2014, ETN reported:

Twenty years ago...

Thirty years ago...

In November 2004, ETN reported:

In November 1994, ETN reported:

• Talisker Bay, supplier of the Likit Tongue Twister, said that in trials the wall-mounted stable toy had reduced horses’ crib biting activity by 27%.

• ITV newscaster Alastair Stewart was to return to host BETA International’s Talking Business.

Also due to take part in the trade fair’s live debate were Andy Haines of Redpin Publishing, Chris Hughes from Pet n Pony, Victoria Highfield from Online for Equine, Richard Brown of Abbey England and Shires’ Marcus Cridland.

• BETA marked the tenth anniversary of its NOPS feed assurance scheme with the first BETA NOPS Conference.

More than 70 delegates attended.

• Laura Cutter, who had worked for Equilibrium Products for ten years, launched the Equestrian Sponsorship Hub.

• Fresh from winning a silver medal in eventing at the Athens Olympics, Jeanette Brakewell and her equine partner Over To You visited their sponsor Pittards “You can imagine how excited everyone was to see them,” said Caroline Spillane at the famous leather supplier.

• Contour Exhibitions cancelled its upcoming East of England Equine Fair stating “the public’s taste for wall-to-wall shopping events is waning.”

• SMD Group – the home of clothing label HAC-TAC – marked its 21st anniversary. More than 100 revellers joined managing director Phil Duff in a marquee at his home to party into the early hours.

• Would it cause a health-and-safety outcry today? A Joules advert had two hatless horse riders cantering along, apparently hotly pursued a low-flying light aircraft. The Joules-clad models had big smiles on their carefree faces…

30 | Equestrian Trade News November 2024

• The Sports HQ, a sports branding company, acquired the Barnsby label. The 221-year-old Walsall saddlemaker had collapsed into administration earlier in the year.

• TopSpec launched UlsaKind Cubes, an innovation in sympathetic feeding of equines even when excess acid is involved. Key to the formula are high levels of B-glucans which coat the stomach lining.

• Retailers calling wholesaler Westgate EFI to place their orders one afternoon got a pleasant surprise when legendary event rider Sir Mark Todd answered the phone.

• Michael Mullavey left Weatherbeeta “on good terms” after 28 years with the company. He’d started working as a teenager in Weatherbeeta’s warehouse in Melbourne, Australia

• There was concern that a proposed EC directive requiring feed and supplement manufacturers to be registered could put some firms out of business. “It will finish us off,” said Ian Mole of Equine Marketing. Dr Liz Chipperfield of Day Son & Hewitt was worried that some trace elements might become unavailable.

• Lesley Billingham took over from Peter Cannon, who was retiring, as BHS safety officer, Jan Metcalfe became an agent for Mister Fox and Andrew Sherrington joined Splashdown as sales manager.

• HOYS’ new promoters First Artist were to introduce an entire hall dedicated to shopping. But traders said the show was “fleecing” visitors. “People can’t afford £6 for car parking, £5 for a programme and £2 for a drink,” said Valerie McGiven of Brass Tacks.

• The Metropolitan Police warned of an “epidemic” of saddlery theft – and appealed to the trade to security-mark products. Meanwhile, thieves got away with 37 saddles from Alan Edmunds Saddlery in Oakham, Rutland.

www.equestriantradenews.com

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ETN | BETA EXPLAINS

Ask the

experts Among BETA members are many specialists working in equestrian-related fields from nutrition to safety. This month, we asked the experts at BETA about product sustainability.

Q

When a company says its packaging is recyclable or compostable, is there a benchmark it must meet?

A

What can be recycled, and where, causes a lot of confusion as each local authority (LA) varies in what it will collect from the kerbside.

Recycling logos are placed on plastic packaging and the supplier of the packaging should advise their customers as to its potential to be recycled.

The number from 1 to 7 highlights the type of plastic; number 4 is used for low density polyethylene (LDPE) which is used for feed bags and the number 2 is for high density polyethylene (HDPE) which is used for supplement tubs, for example.

If waste plastic is managed correctly, such as being recycled, then it provides an efficient form of packaging – hence its ubiquity. Plastic typically has a lower carbon footprint than paper packaging and uses significantly less water in its production so has some positive environmental attributes.

The problems occur if plastic waste isn’t managed properly and this is an issue that the Plastic Packaging Tax (PPT) and the Extended Producer Responsibility (EPR) have tried to address.

The PPT has incentivised producers to include recycled content in their plastic packaging and many have done so and are looking to increase the amount they include too. The breakthrough for LDPE came when recycled content could be added whilst retaining the recyclability of the packaging which hadn’t been the case in the past.

Compostable packaging

So-called compostable packaging is made from natural materials and it often surprises people that the biobased materials used as alternatives to traditional plastic are not always recyclable.

They may be compostable, but that is often the only outlet for them as they can’t go into the plastic recycling chain.

There are other challenges. too. The availability of material for compostable packaging can be varied and challenging to come by and, as a result, costs more to purchase.

Compostable packaging can take up to 12 weeks to break down completely and is often only compostable in that time when managed on an industrial scale using heat. These products rarely break down in your garden compost bin!

Cautious with the contents

When using compostable packaging, you must be cautious with the product inside. If your product contains a compost catalyst, such as ‘food source sugar’ or if your product is packaged when warm, this can cause the packaging to lose its integrity.

For many supplement companies, the shelf life of products could be between 6 and 24 months meaning they could be vulnerable to contamination.

Creating an outlet for used plastic is a huge step in creating a closed loop system for plastic until viable alternatives become available. So far, this has not compromised the quality and reliability of the packaging in any way and is all the more impressive as the packaging can still be recycled when you’re finished with it.

Even if LAs don’t offer a kerbside collection, most have recycling centres where packaging that is no longer required can be taken.

If you have a question for the experts at BETA, please email it to editor@equestriantradenews.com

32 | Equestrian Trade News November 2024

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ETN | FIBRE, FORAGE AND HAY ALTERNATIVES

Forage replacers: what are the options?

Owners are increasingly looking beyond grass and hay to products with a defined energy level and additional benefits for a range of equine needs.

Horse & Rider magazine’s Assistant Editor Sarah Burgess explains.

F

orage is the catch-all term used to describe the main fibre sources in a horse’s diet.

For horses that live out, this will be made up mostly of grass, although possibly with supplementation using hay in winter.

However, for many owners, stabling their horses for at least part of the day for part of the year – usually the winter – is the norm. This might be due to medical need, a lack of grazing, poor ground, or even convenience when daylight is reduced. In these instances, replacing the fibre provided by grazing is crucial to their horses’ wellbeing.

In the past, choices were limited to wrapped hay products and chaff, but today there is a wide range of options available, aimed at every different equine need.

DID YOU KNOW?

A lack of food can result in increased stress levels, leading to unwanted behaviours.

Why a forage replacer?

There’s a number of reasons why an owner might want or need to feed a forage replacer.

• To support weight loss – a low-calorie product can provide the fibre needed to maintain good gut health • Environmental enrichment – for horses who are stabled for periods, providing a variety of forage sources helps mimic natural browsing behaviours • On box rest/no access to grazing – either due to

34 | Equestrian Trade News November 2024

injury or medical need, or even when fields are flooded or frozen • Poor dentition – generally seen in older horses, damage to the incisors or molars affects a horse’s ability to bite off grass and chew up stalky forage such as hay and haylage. In these situations, a soakable product can be an excellent solution to provide fibre that requires minimal chewing • EMS/Cushing’s/laminitis prone – for some horses, a medical condition means access to grass must be avoided, either all the time or at certain times of day or year. Equine Metabolic Syndrome and Cushing’s are two conditions that make sufferers more susceptible to laminitis, and any equine with a history or likelihood of developing laminitis will benefit from a low sugar diet, but still needs plenty of fibre

DID YOU KNOW?

Horses have evolved to graze for 16–18 hours per day. As a result, their stomach and gut need a pretty constant trickle of food over a 24-hour period in order to maintain a healthy microbiome.

So, what should you stock?

• High fibre nuts: these can be fed alone as a bucket feed or added to a treat ball to top up fibre levels in the diet.

• Mashes: these are either forage or beet-pulp based. Soaking times vary, which is an important

www.equestriantradenews.com

FIBRE, FORAGE AND HAY ALTERNATIVES | ETN

consideration, as products with a longer soaking time may not suit certain owners’ routines.

• Chop: chaff style products have long been added to a bucket feed to increase eating time, but they can be fed alone as an easy way to increase fibre intake. There is a wide range of products on the market, for every type of horse – from those on a calorie-controlled diet to horses needing to put on condition. Added flavourings increase palatability for fussy eaters, too.

• Specialist wrapped hay/haylage: for many owners, the lack of nutritional analysis of hay and bigger bale haylage is a concern, making it hard to understand how much water it contains, as well as its energy level. Choosing small bales that are analysed and packed for different needs helps take the guesswork out of the process, and can be particularly effective for horses who don’t need a large amount of forage each day, or when travelling or competing.

A complete solution

A forage-based diet is deficient in some essential vitamins and minerals needed for wellbeing. Many manufacturers pre-empt this by adding nutrients to their product – however, there are some important considerations for owners. Firstly, a product can only provide a balanced diet if it’s fed to the horse at the recommended feeding rate. Secondly, if the horse is fed a bucket feed containing a pellet or mix feed, this may also contain vitamins and minerals (and if fed at the recommended amount will provide all the horse needs).

The key is that, unless an owner feeds the recommended amount of a nutritionally balanced product, their horse’s diet will need supplementing either with a broad-spectrum vitamin and mineral product or a feed balancer.

DID YOU KNOW?

Mashes have the added benefit of increasing water intake, which can be particularly beneficial in winter, as horses prefer not to drink extremely cold water, which can easily lead to dehydration.

www.equestriantradenews.com

DID YOU KNOW?

Horses need to eat around 2–2.5% of their bodyweight per day (no less than 1.5% for overweight horses). So, when time at grass is restricted, this means providing a relatively substantial amount of forage.

DID YOU KNOW?

There are many slow feeders and stable toys designed to further prolong eating time that can be used in conjunction with forage replacer products.

Equestrian Trade News November 2024 | 35

ETN | CPD FEATURE

A guide to forage analysis

and why it’s useful Dr. Katie Williams Ph.D. M.Sc. (Dist) R Nutr

A

 As forage makes up such a large part of the diet it is imperative it is appropriate for the individual horse or pony’s needs

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 36 | Equestrian Trade News November 2024

nalysing forage provides key information about the suitability of the forage for a particular horse and is especially important for horses affected by issues such as laminitis.

Conserved forage is the foundation to a horse’s diet when they are stabled or at times when grazing is sparse; a 500kg horse can consume in the region of 10-12.5kg of dry matter in 24 hours when stabled. As forage makes up such a large part of the diet it is imperative for the individual horse or pony’s needs.

Whatever we put in the bucket, it’s unlikely to make a significant difference if the wrong forage is fed.

The nutritional profile of the forage is even more important for those with health issues such as ulcers or laminitis.

The level of water soluble carbohydrate (WSC) in forage is particularly important for the management of those with EMS, PPID or who are at risk of laminitis.

The level of WSC in hay directly relates to the level of WSC in grass at the time of cutting. Typically, the level of WSC will be higher in hay cut in the afternoon compared to that cut earlier in the day as the grass will have been photosynthesising during the day and accumulating sugar before it is cut. The level of WSC is also lower on a cloudy compared to a sunny day as photosynthesis is usually greatest on bright, sunny days. The type of grass can also influence the level of

WSC but analysis shows that the other environmental factors can often have a greater bearing on the result. Many Timothy hays are high in WSC when made in good conditions and can exceed levels in rye grass forages at times too.

There are many factors affecting the levels of WSC in grass and therefore hay, and so it is impossible to reliably predict the sugar level which means carrying out an analytical test is vital.

The way forages are conserved has also changed over the years so now, a more accurate description of many so-called haylages, would be ‘wrapped hay’ as they are often very dry which has meant that little or no fermentation has occurred. This means the levels of acidity are no different to a normal hay which can be seen in table 1. If lactic acid levels are used as a marker of acidity levels, then most of the wrapped forages analysed in the UK are too dry for fermentation to occur and so the level of acidity is no different to hay.

The concern about using a true haylage for horses with ulcers is that the fermentation process used to conserve the forage produces acids and feeding a forage with increased acidity levels would not be helpful in trying to manage EGUS. Clearly this doesn’t apply if the forage hasn’t fermented and so it is another reason analysis can be helpful in determining whether a forage is suitable or not. A pH test is a relatively cost effective test if you want to check the level of acidity in a forage.

Table 1 A comparison of different forages

Hay

Wrapped Hay*

Haylage

Silage

Dry matter% 88.4

70-80

57.7

30.9

WSC%

10.1

10

6.9

2.6

Lactic acid g/kg

0

0-0.5

2.6

31.8

(all forms of sugar)

(product of fermentation and indicator of acidity)

*Wrapped hay data from Dengie customer forage analysis records, otherwise from Muller and Uden, 2007

www.equestriantradenews.com

CPD FEATURE | ETN Getting a representative sample Results can only give a good approximation of what is in your forage if a representative sample is taken. It is recommended to take samples from several bales if practically possible and mix them together to make the final sample.

Different Analytical Techniques

NIR Analysis – A basic analysis for grass hay, wrapped hay and haylage This analysis uses Near Infrared Reflectance Spectroscopy (NIR) to determine the chemical composition of the forage by measuring light energy that is reflected by the sample and comparing it to calibrated reference ranges. Large amounts of wet chemistry analysis must be performed to calibrate NIR equipment and for this reason this analysis is best suited to common forages including grass hay, wrapped hay and haylage to produce accurate results.

Wet Chemistry – A gold standard analysis for hay and haylage – the most appropriate option for straw and soaked hay Wet chemistry is a more appropriate analysis technique to use for soaked hays or forages that don’t contain conserved grass such as cereal straw. Some tests, including WSC, starch and minerals, are only available using wet chemistry. Unlike

NIR, wet chemistry is a longer analytical process requiring a larger amount of equipment and chemicals and therefore is more costly.

What are we testing for?

Dry Matter – This gives an indication of how much moisture is in the forage. This value is useful to tell us how well a forage is likely to store and is also important to allow us to calculate how much to feed ‘as fed’ to ensure the horse is supplied with enough forage on a dry matter basis.

Crude Protein – This describes the total amount of protein present in the forage but doesn’t tell us about the quality of the protein in terms of the amino acid profile.

Low protein forages may need additional protein in the diet to balance them.

Oil – This describes the total amount of oil present in the forage and is typically low.

Ash – This refers to the mineral content of the forage. The term ash originates from the fact that minerals don’t contain carbon and so don’t burn. They are what is left when the carbon containing nutrients such as carbohydrates are burnt off. The higher the ash value the more minerals the forage contains.

Very high levels may indicate soil contamination in the sample.

NDF – Neutral Detergent Fibre - This refers to the fibre content of the hay. It includes the lignin, cellulose and hemi-

cellulose which are increasingly more digestible.

ADF – Acid Detergent Fibre - This is another measure of fibre but measures the less digestible cellulose and lignin.

The difference between the NDF and ADF values is the hemicellulose content.

Sugar – The sugar value reported in the basic analysis is an approximation by the Luff Schoorl method extracting sugar in 40% ethanol. This sugar value reports on the simple sugars. If you are trying to establish the suitability of the conserved forage for a laminitis prone individual, we would suggest also doing wet chemistry tests for WSC and starch to calculate the non-structural carbohydrate (NSC) intake.

DE – This is a measure of the digestible energy value of the forage and tells us how much energy or ‘calories’ a forage will supply. For performance horses and those that don’t hold their weight well we are looking for a higher DE and for leisure horses and good do-ers a low DE. Minerals – The level of minerals in a forage can vary greatly and represent the soil the forage is grown on. Typically, levels of copper, selenium and zinc in UK pasture and therefore conserved forage are low and as such we look to supplement these in the ration. As conserved forage usually forms such a large part of the diet, an excess or deficiency of nutrients in the forage can have a big impact.

RAMA CPD QUIZ

Select your answers and submit them at www.equestriantradenews.com under the CPD section What size of horse can consume in the region of 10-12.5kgs of forage on a dry matter basis per day when stabled?

A. 200kgs B. 300kgs C. 500kgs What nutritional parameter is particularly important to measure for those with EMS? A. Water soluble carbohydrate B. Calcium C. Cysteine What is the name of the process that plants use to produce sugar?

A. Respiration B. Perspiration C. Photosynthesis Which acid can be used as a marker of acidity levels in wrapped forage?

A. Aspartic

B. C.

Lactic Hydrochloric

Which test can be used to measure the level of acidity in a forage?

A. pH B. pA C. pC Which form of analytical technique is considered the gold standard for hay and haylage?

A. NIR B. Wet chemistry C. AIR What is used to extract sugar in the Luff Schoorl method of sugar analysis?

A. Ethanol B. Vinegar C. Acetic acid

RAMA CP Questio D n Novem s ber 2024 E TN

Which measure is most useful for checking how well a forage might store?

A. Water soluble carbohydrate B. Dry matter C. Fibre What is Ash a measure of?

A. Vitamins B. Protein C. Minerals

Nutritional analysis of forage is important because: A. It tells you the hygienic quality of the forage B. It helps in making a decision about its suitability for a particular horse or pony C. It helps the producer decide how much to charge

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

Equestrian Trade News November 2024 | 37

ETN | EQUINE LICKS AND TREATS 2

1

3

5

4

Going down a treat…

Treats reward and encourage, licks entertain and occupy and both bring joy to horse owners.

1

Love to lick

Likits keep horses busy and mentally stimulated.

With a choice of flavours available, even the pickiest of equines will find something they enjoy.

The Likit Challenge System incorporates stable toys of various degrees of ‘difficulty’ to maintain horses’ curiosity and motivation.

Likits refills come in handy retail display units. Little Likits have an RRP of £2.49, with standard sizes at £3.75.

2

For equine snacking

EquiGlo Minty Horse Treats are delicious, crunchy little nuggets.

Low in calories and made from mint and natural fibre sources, they are the ideal equine snack - to be enjoyed without throwing a horse or pony’s regular diet off balance.

EquiGlo Minty Horse Treats are available in handy 1kg packs. They look great on point-of-sale displays for those lastminute purchases.

3

Coconut highlights

Cavalor Sweeties are biscuit treats with a delicious coconut/ vanilla flavour.

38 | Equestrian Trade News November 2024

They come in a practical pouch with a resealable zip to keep the contents fresh. Available from Zebra Products, the RRP is £6.50 for 750g.

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Keeping them busy

Bizzy Licks, designed to fit the Bizzy Ball stable toy from Talisker Bay, provide rewarding activity to keep horses entertained and engaged.

Their rock-hard formulation makes them long-lasting.

Flavours include crispy apply, refreshing mint, garlic or original. The RRP is £8.49.

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When it comes to the crunch

Crunchits treats from Equilibrium Products feature fruit and vegetable flavours.

Now in recyclable packaging, and with seasonal limitededition versions available, they are suitable for all horses and ponies.

Original Crunchits come in 750g or 2.25kg bags, with the limited-edition product in 750g only. RRPs are from £5.49 for the 750g size.

Crunchits are available to retailers via Trilanco. www.equestriantradenews.com

EQUINE LICKS AND TREATS | ETN 6 8

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Full of flavour

NAF treats feature best-quality ingredients and combine delicious, natural flavours.

Highly palatable, with no added sugar and molasses free, they are low in starch and calories making them a suitable treat for all horses and ponies including those on a restricted diet.

In their attractive packaging, these treats make a great impulse buy offering.

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Treats with benefits

SPILLERS Treats come in three different flavours and some have added health benefits too.

These tasty, bite-sized pellets can be kept safely in pockets without crumbling.

Your customers can choose from Meadow Herb Treats, Apple Treats, Spearmint Treats, Meadow Herb Treats + Glucosamine and Meadow Herb Treats + Biotin.

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With a festive twist

Saracen Munchies have been given a festive twist with a new www.equestriantradenews.com

sticky toffee pudding flavour for Christmas 2024.

With their low sugar, high fibre formulation, Munchies are suitable for every horse or pony.

The RRP is £7.50 per 1.8kg recyclable pouch.

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Forever friends

Lincoln Besties delicious apple treats celebrate the special bond between human and horse.

Suitable for hand feeding or in a treat ball, they come in recyclable packaging. Lincoln is available from Battles.

10 On the ball

The Horsey Ball from Stubbs England provides hours of equine entertainment.

Its simple but effective design means filling and treats dispatch is via one hole. There are no plugs or parts to lose or break.

To add to the fun, this lumpy styled ball seems to have a mind of its own and never moves in a straight line.

It’s moulded from ultra tough Stubbythene and comes in red, blue, green, purple or pink.

Equestrian Trade News November 2024 | 39

ETN | WATERPROOF CLOTHING 3 1

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Splish, splosh You know what they say… there’s no such thing as bad weather, just the wrong clothing.

ETN checks out the best of this season’s waterproofs.

1

Because winter happens

The new Equetech Stratus Padded Waterproof Jacket is perfect for riding, dog walking and outdoor activities.

Made from a 16,000mm waterproof shell with taped seams, it combines a flattering, tailored fit with functionality.

There are conveniently placed zip front pockets for storing essentials, while the double pillow collar provides added warmth and comfort. The detachable hood has detachable faux fur to allow alternating looks.

The RRP is £174.95.

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All seasons, many reasons

Woof Wear’s All Season Waterproof Jacket is waterproof and breathable with taped seams throughout.

Available in navy or hi-vis yellow, it has reflective strips, inside and outside 40 | Equestrian Trade News November 2024

pockets, a stowable hood and rear gussets.

This unisex jacket perfect for keeping equestrians warm and dry while waiting to compete, riding at home or yard work.

The RRP is £99.99.

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Complete coverage

Waldhausen’s UK distributor The Equestrian Agency offers retailers a selection of winter warmers and weatherproof items.

The E.L.T long padded Opala Winter performance coat is perfect around the yard and when riding.

Tailored for a flattering fit, it has a high-closing collar, removable, adjustable hood, two-way zip, rear vents for saddle coverage, leg loops – and it comes in waterproof, windproof, breathable fabric.

There’s a choice of deep blue or black with strategically placed reflective E.L.T lettering for visibility. The RRP is £229.95.

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Riding skirt

The Lotta Thermal Riding Skirt from E.L.T is a stylish example of a garment that’s making a comeback.

Easy to fit and comfortable to wear, it’s designed for generous saddle coverage while keeping the rider warm and dry.

Features include a fleece lining (with summer version available), wide waist band with adjustable touch-tape fastener, front zip fastener, leg loops and reflective E.L.T lettering.

The water repellent fabric comes in night blue or dark olive, with a choice of sizes. The RRP is £59.95. www.equestriantradenews.com

WATERPROOF CLOTHING | ETN 5

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Hung up with style

Waterproof garments need proper storage up between uses. So how about hanging them with style?

In steel-reinforced dark wood, the small Retro Hook & Peg from Stubbs England looks smart and does the job in the tiniest space.

It certainly adds a trendy Retro feel to any tack room, porch or boot room.

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Wet weather hero

Supreme Products’ new Active Show Rider Rain Cape is waterproof, breathable and ideal for popping over a show jacket at competitions.

With hidden straps to prevent it blowing around, it’s a wardrobe essential for a quick cover-up on showery days.

The cape, which is finished in ‘gold’ and branded, also makes a handy lightweight waterproof layer for warmer weather.

It’s available from Battles in junior and adult sizes. RRPs from £44.99 to £69.99. www.equestriantradenews.com

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Brave the elements

The LeMieux all Elements Coat is a fulllength, waterproof, wipe-clean coat with a moisture-wicking fleece lining.

Waterproof with welded seams, it has an internal drawstring waist, storm cuffs, a detachable, adjustable hood and front and back airflow vents.

There are fleece-lined hand-warmer pockets plus lower zipped pockets.

The two-way zipped front and back hem vent fit over the saddle making this a rider-friendly garment. The rubberised outer fabric means stains simply slide or wipe off.

In navy, alpine and black, the RRP is £149.95.

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Team spirit

Holland Cooper’s Team Waterproof Jacket is designed for riding, yard work – and staying dry and stylish.

It showcases Sorona by DuPont synthetic down fill for warmth combined with breathability.

Tonal ink navy grosgrain binding adds understated elegance to this jacket while ensuring durability and practicality.

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When the thermometer falls

Both sexes can stay warm and dry in the saddle this winter, thanks to Rhinegold’s waterproof breeches collection.

Rhinegold Ladies’ Alaska Waterproof Winter Breeches are windproof, thermal lined and waterproof.

The four-way stretch material has 26% Spandex for comfort and hold, and is thermal backed with a soft fleece feel.

Traditional styling incorporates belt loops, two large front hip pockets and a zip and double-clip fasten. There’s a full silicone non-slip seat and Lycra ankle ‘socks’.

The RRP is £89.50.

Also pictured are the Rhinegold Men’s Alaska Waterproof Thermal Lined Breeches. Rhinegold is available from Snowhill.

Equestrian Trade News November 2024 | 41

ETN | WATERPROOF CLOTHING 12

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10 Whatever the weather

This season’s new and improved Gateley country boots from Gallop come in cowhide waterproof leather.

And with waterproof, breathable linings, the wearer’s feet stay fresh and dry all day long.

These smart boots come in a choice of standard or wide fittings, while laceup sides allow for further adjustment.

The RRP is £79.99, with trade prices as low as £35.99 when you buy nine units.

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Flattering A-line shape

The WeatherBeeta Kyla II Waterproof Jacket is waterproof, windproof and

breathable with sealed seams and a lined inner quilting.

Designed with an A-line shape for a modern, flattering look, it has a back hem saddle gusset with magnets for closure out of the saddle.

A centre front storm guard hides a two-way zip. There are two zipped hand pockets and one internal zip pocket for valuables.

The high funnel neck with tuck-away lined hood and internal elasticated cuffs provide protection from the elements.

In a range of ladies’ sizes, the RRP is £159.99.

Classifieds

12 In tune with the weather

The smart Hy Equestrian Synergy Guard Waterproof Coat provides waterproof and windproof protection in all weathers.

Shaped with a lower back, zipped riding vents and a two-way front zip, it’s stylish in the saddle too. A hood can be unzipped and removed.

The adjustable waist creates a flattering fit, while the cosy fleece lining offers extra warmth alongside storm and thumb hole cuffs.

Silver zips add a classy finish. There are two zipped front pockets.

Coming soon in SADDLERY CLEARANCE

FINAL £25K DISCOUNTED STOCK SALE Includes 69 rugs, leatherwork, 7 saddles, brushes, 33 girths, 45 pairs horse boots, 3500 carrier bags.

01890 880208 / 07719 584820 gordonstirrat@btinternet.com

JANUARY 2025 Bedding gallery

Hoofcare products gallery

Pets and wild birds

Gordon Stirrat AD.indd 1

04/11/2024 11:49

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FOR ADVERTISING ENQUIRIES

contact Evie Edgar on tel 01428 601031 or email etn@djmurphy.co.uk 42 | Equestrian Trade News November 2024

Marketing PR and advertisers including media listing directory

Please send editorial submissions for the galleries to editor@ equestriantradenews.com by 25 November.

To get involved with the features, contact: Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk

www.equestriantradenews.com

Photo: Aneta Jungerova/Shutterstock.com

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