ETN (Equestrian Trade News) - November 2023

NOVEMBER 2023 Volume 47, No 9

WALK TALL Winter warmers from top to toe

ETN is the official media partner of BETA International

2024

22-23 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

PLUS

• Why fibre feeding is favourite • Mark Romain in the hot seat • New helmets among the latest launches

ABSORBENT • ECONOMICAL NATURAL • ECO-FRIENDLY

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Editor’s comment

A

s ETN goes to press, we learn that Vale Bros – which gave notice of administration in September - has a new owner; and that long-time managing director Peter Wilkes remains at the helm.

Interestingly, the company that’s home to the likes of Thermatex, Harry Dabbs, Jeffries and Griffin NuuMed, is now part of the same group that acquired retailer Equus out of administration.

When news of Vales’ uncertain future hit the media, the main reaction from the equestrian community was along the lines of “what a shame it would be if we lost such good quality, British-made brands.”

Well, the only answer to that is: “If that’s how you feel, go and buy those top-notch brands instead of the alternative…”

It’s sad when reputable companies that supply good quality products use inappropriate pictures in their advertising.

By ‘inappropriate’ I mean visuals that fail to capture the brand’s true image.

It probably happens in all industries from motorcycling to fishing. If you’re an anorak on a subject, you spot every tiny detail. And when something’s wrong, it’s a complete turn-off.

It’s the same on TV. Viewers passionate about, say, 1920s motoring, complain if there’s an incorrect steering wheel cover in a period drama.

Likewise, badly fitted items of tack pictured on miserable-looking horses do nothing to encourage buyers to acquire what are actually really good quality goods.

FRONT COVER:

This month’s striking WALK TALL front cover image highlights Levade dressage boots from Premier Equine.

PLUS These new boots will be available soon.

See inside this issue of ETN for more boots, socks and gloves.

NOVEMBER 2023

Volume 47, No 9

Winter warmers from top to toe

ETN is the official media partner of BETA International

2024

22-23 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

• Why fibre feeding is favourite • Mark Romain in the hot seat • New helmets among the latest launches

Main Sponsor

ABSORBENT • ECONOMICAL NATURAL • ECO-FRIENDLY

In this issue...

NEWS

What’s been happening

PRODUCT NEWS

Check out the market

BETTER BUSINESS

Another bugbear of mine is adverts and magazine features depicting overweight horses. All that’s doing is perpetuating the belief that fat horses are normal or even desirable.

If you’re not sure about an image - maybe because you’re not horsey please ask. ETN is always happy to help, confidentially of course.

Make your website stand out

ETN/SMS BENCH SADDLER OF THE MONTH Meet Kate Hardt

PEOPLE

Who’s new, who’s moved

IN THE HOT SEAT

Leather craft - something ETN celebrates every month with our SMS supported Bench Saddler of the Month feature – is surely the ultimate in sustainability.

It’s using a natural by-product to create items that can be used, re-used, repaired and recreated time and time again. It certainly ticks every environmental box.

In this tough world, however, those skilled saddlers and leather workers need to make a living. They may lead apparently charmed working lives, beavering away using techniques unchanged for centuries in a quaint workshop with roses round the door, but the romance ends there.

As Mark Romain points out this month as ETN puts him ‘In the Hot Seat’, a saddler’s time and skillset must be rewarded economically as well as environmentally.

It probably came as no surprise to equine vets to hear that 80% of their number have been injured due to a horse’s behaviour in the past five years.

No wonder theirs was described as “a highly dangerous profession” by a speaker at a recent veterinary conference.

The speaker went on to advocate training horses to stand calmly for the vet, a sentiment that would appeal to many farriers too, because they’re equally in the firing line.

A few minutes a day cultivating a niceto-handle horse is always time well spent.

But equally, why on earth don’t more vets wear riding hats and safety boots when examining and treating horses?

With Mark Romain

MARKETING MATTERS

Make sponsorship a happy event

RETAILER PROFILE

Willoughby Park Polo Gear

AMTRA CPD FEATURE Why fibre is favourite

4

10

14

16

18

20

22

24

28

TURN BACK THE PAGES

What ETN was reporting five, ten, 20 and 30 years ago 31

FIBRE FEATURE

A good source of fibre Product gallery

EQUINE LICKS AND TREATS The most rewarding products

BOOTS, SOCKS AND GLOVES Warm from top to toe

32 34

38

40

Find out more at

STRAW PELLET BEDDING

strawmax.co.uk

Available to Stockists UK-wide. Call 01668 213467

Strawmax ETN Banner Ad 65x210mm.indd 1

18/10/2023 13:21

Liz Benwell Liz Benwell

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 3

ETN | NEWS

News Company secures £750k investment Retail systems provider Citrus-Lime has secured a £750,000 investment from the Northern Powerhouse Investment Fund.

The Cumbrian based business, which also has an office in Manchester, will use the loan to fuel its UK growth.

A supplier of Cloud-based EPOS systems, Citrus-Lime provides an end-to-end software solution to independent equestrian retailers – as well as sellers in the cycling and outdoor markets.

The company says it has processed £2 billion of clients’ revenue through its Cloud POS platform to date.

Citrus-Lime works with retailers in Ireland, Spain and Germany

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

too, and last year launched into the cycling market in America.

“The funding received from NPIF and FW Capital [part of the Northern Powerhouse Investment Fund] will facilitate further investment in our technology,” said Neil Wright, director.

“It will also be invested in growing the talent pool at CitrusLime. Both will improve our standing in the UK retail technology market.

“In addition to the NPIF - FW Capital’s investment, we’ve committed £300,000 of our own money to help our plans come to fruition.”

Advertising Manager 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

Editor Liz Benwell Email: editor@equestriantradenews.com 4 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com

ADVERTISERS’ INDEX Abbey England Agrihealth Baileys Baleno Bedmax BETA courses BETA membership Buckbootz Citrus Lime Dengie Gallop Equestrian Supplies Horslyx Jenkinson Jenkinson NAF Premier Equine Red Gorilla Rockies STUBBS England Target Feeds

42 IFC 27 42 OFC 30 37 IBC 42 17 5 39 3 9 15 13 OBC 21 25 37

www.carbonbalancedpape r.com CBP123456

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

WALSALL MEETS HOLLYWOOD

Vale Brothers has new owner Vale Brothers – home of Thermatex, Griffin NuuMed, Equimat, Jeffries and Harry Dabbs saddles – has a new owner.

The Walsall based company went into administration on 19 October and was simultaneously acquired by JDS59 Ltd, part of the Baaj Capital group.

ETN understands that Peter Wilkes, Vales Brothers’ managing director since 1999, will continue to run the company which also has brands in the motorcycle and shoe component industries.

“We are open for orders,” said Peter. “We will continue to supply the trade as before.

“I’m anticipating a week of reorganisation, but production won’t stop at all and any orders in the system will be met.”

Yorkshire based investment group Baaj Capital bought internet retailer Equus out of administration on 20 September.

British manufacturing The acquisition of Vale Brothers looks likely to save around 63 jobs at the company, with the majority of production expected to remain in the UK. “Nothing will change dramatically,” said

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Peter, “although the two [Davies Odell] Northampton manufacturing sites will close with production moved to Walsall.”

Vale Brothers merged with rubber matting and body armour specialist Davies Odell in 2020.

Changing business models There had been speculation that Peter Wilkes and his co-director Peter Cohen might acquire Vale Brothers. However, joining a group has proved the most attractive option.

“With Baaj, we will have shared resources across accounting, warehousing and IT,” said Peter. “Being part of a group will give a good business model going forward.”

It’s a concept he sees more equestrian businesses adopting in the future.

“In my opinion, the economy is not going to change significantly or get any better in the next three to five years,” he told ETN. “Consequently, any business model going forward has to use today’s trading levels as its start point - and be able to survive and be profitable on that level.”

A Walsall saddle-maker has taken the trend for customised saddles into the realms of Hollywood.

Asked by a customer to “design me a Barbie saddle,” Adam Ellis Saddles took up the challenge and created a one-off in pink with obligatory sparkles.

But this is not a toy for a doll’s model pony. It’s a proper dressage saddle built on a spring tree using traditional English saddle-making techniques.

“The response has been unbelievable for something that started out as a bit of fun,” Adam Ellis told ETN. “In particular, it’s been noticed by riders at shows in Florida, USA and in these difficult economic times it’s helped my brand and awareness of what we do.”

Adam is unsure how the dressage authorities might receive a pink saddle.

However, he’s certain the hype around this 100% Walsall-made product will do the saddlery town a power of good.

“I really do like to bang the drum for English saddle-makers and employees within the trade,” he said.

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EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 5

ETN | NEWS

Relief as MSM can continue to be used in supplements

BUSINESS OWNERS WARNED OF SOCIAL MEDIA SCAM

The decision not to list MSM – dimethyl sulphone – as a prohibited substance has been welcomed by BETA. The trade association had lobbied horse sports’ governing bodies citing the potential negative impact a ban on the popular supplement ingredient would have on equine welfare and the industry.

Earlier this year, MSM was included by the International Federation for Equestrian Sports (FEI) as a proposed Controlled Medication and Specified Substance on its 2024 Equine Prohibited Substances List (EPSL).

Following the preparation by BETA’s Feed Committee of an extensive submission justifying MSM’s continued unlisted status, the EPSL for 2024 has been published without the proposed inclusion of MSM. “The BETA Feed Committee provided extensive technical evidence to support our belief that defining MSM in this way could have had a significant and potentially negative impact on both equine welfare and the industry,” said BETA executive director Claire Williams.

“We are delighted that our challenge proved compelling enough for the FEI to reconsider its decision and change the list.”

A flurry of fraudulent messages to owners of business pages on Facebook has prompted a consumer watchdog to issue a warning.

Scammers are setting up fake profiles that purport to be from the social media platform and its parent company Meta, says Which?.

Businesses are then sent messages from these bogus accounts threatening ‘permanent page deletion’ – unless valuable information is handed over.

A typical dodgy message tells a business owner that ‘your Facebook page is scheduled for permanent deletion due to a post that infringed upon Facebook’s trademark rights.”

The message then invites businesses to ‘file a complaint seeking the reinstatement of your page prior to its removal from Facebook if you think there’s been a misunderstanding.’

The message adds: ‘We understand that this situation may impact your ongoing business operations. However, please be informed that if we do not receive a complaint from you, our decision will be final.’

Which? says it knows of at least ten fake profiles that are sending scam messages. Commonly they appear to come from the likes of Meta Page Support, Compliance Department, Brand Content, Meta Business Support or Meta Business Suite Support.

Ubiquitous to the equine diet MSM is an organic sulphur compound that occurs naturally in plants such as maize, oats, apples and alfalfa.

It is an internationally recognised feed material, commonly used in equine diets, where it is widely fed at rates of up to 25g a day to horses competing under FEI rules without regulatory incident.

In addition to direct transfer from plant-based diets, metabolic pathways show MSM can be formed via metabolism of methionine which, as an essential ie. indispensable amino acid, is required in the diet of all equines.

Given that MSM is both natural and ubiquitous to the equine diet, riders are not able to avoid its presence in their horses’ diet, and listing on the EPSL could have led to regulatory issues without pure MSM having been fed.

“We are immensely relieved that the proposed listing of MSM has been dropped and that the current status of ‘Unlisted’ is maintained.

“It allows riders competing under FEI rules continued access to this important ingredient that plays a supportive role in protecting the sport horse from exercise related oxidative damage,” added Claire Williams.

BETA’s membership is responsible for 90% of the UK market for equine feeds, as well as significant proportions of overseas markets.

How fake messages work Although it recommends never clicking on suspicious links, Which? researchers did so to see how this scam works.

The link led to a website impersonating Meta. A page titled ‘Intellectual property violation’ asked for the business’s name, email address, phone number and why it was appealing the policy violation.

It’s likely this information would be used to engineer a scam and target the business at a later date or to access online accounts, says the watchdog.

Meta confirmed to researchers that this is fraudulent activity.

Reporting Facebook scams To report a scam group, page or profile on Facebook, select the three dots on the right-hand side of the page and click ‘report’, advises Which?.

You can report scam websites to the National Cyber Security Centre on its website.

If you think you’ve been scammed, call your bank immediately using the number on the back of your bank card and report it to Action Fraud or call the police on 101 if your business is in Scotland.

REPAIR COURSE FOR FITTERS

Bliss of London has hosted its first repair course for saddle fitters at the Walsall Leather Skills Centre.

The instructor was SMS Master Saddler, Dave Rollinson. “It was great to be making use of this fantastic facility and we hope to offer more training in the future for our saddle fitters,” he said.

The Worshipful Company of Saddlers was instrumental in the course’s set up.

6 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

Equine insurance ‘first’

Insurer Agria, which already offers lifetime cover for horses, is now promoting full vet fee cover, no matter what an equine’s age.

A lifetime policy, with up to £10,000 of vet fees cover every year, means that owners no longer face the difficult decision of whether to “call the vet or wait and see,” says the company.

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

SQPs get together

What’s claimed to be the first ever UK SQP congress will take place on 16 April 2024 at St John’s Hotel in Solihull.

Hosted by training body Vetpol, the event will focus on companion animals and deliver 7.5 hours of Vetpol accredited CPD. There will also be opportunities for personal development, networking and learning.

“While the event is companion animal focused, we expect to attract SQPs from vet practices, retail environments, saddlers and agrimerchants, bringing together a diverse audience with different experiences and perspectives,” said Vetpol director Caroline Johnson.

The event includes an optional party night.

in the Duke of Marlborough’s parkland since 1990.

Next year’s Blenheim Palace International Horse Trials is on 19 – 22 September.

Pictured, from left, are James Gower, managing director of Stable Events, Richard Hease, Stable Events’ chairman, and Roy Cox, the managing director of Blenheim Palace Estate.

STABLE FUTURE FOR EVENT

Stable Events has signed a contract with the Blenheim Palace Estate to continue organising Blenheim Palace International Horse Trials.

The event management company says more than 28,000 visitors attended September’s edition of the horse trials run The following companies were approved for BETA membership at the trade association’s most recent Council meeting.

Tick Tack (Stirlingshire mobile tack), Auchterarder, Perthshire – mobile tack unit attending Pony Club and affiliated events – Retail member

TRADE BODY GATHERS STRENGTH

A manufacturer of equestrian coats, an equine nutritionist and two retailers are among the latest businesses to swell the British Equestrian Trade Association’s (BETA’s) ranks.

The trade body represents equestrian retailers, manufacturers, distributors and related suppliers, and acts in the interests of horsey consumers.

Applicants are scrutinised by existing members on the BETA Council, before approval is granted or refused.

Once accepted to join, member companies are entitled to use the BETA logo – the sign of a reputable equestrian company.

WWW.EQUESTRIANTRADENEWS.COM

Equestrian Rose Ltd, Sunderland, Tyne and Wear – equestrian store with internet retailing – Retail member (provisional) Strathclyde Nutrition, Coalburn, Midlothian – manufacturer of complementary and mineral feed blocks – Trade member Equidry Ltd, Barnstable, Devon – manufacturer of waterproof, unisex equestrian coats – Trade member Lady Empire PTY Ltd, Nicholson Australia – jewellery design and manufacture – Overseas Trade member Clare MacLeod MSc RNutr, Wellington, Devon – equine nutritionist and education – Associate member

Single-use plastics ban has arrived

Retailers are reminded of the single-use plastics ban which came into force in England on 1 October.

The new regulation applies to items such as plates, bowls, trays and containers. Online and over-the-counter sales of items from new or existing stock are included.

All types of single-use plastic, including biodegradable, compostable and recycled, are covered. Equestrian retailers with cafes should be aware that single-use plastic cutlery is on the banned list too.

Breaches can result in fines for business owners, with local authorities carrying out inspections.

The new rules are detailed here https://www.gov.uk/guidance/ single-use-plastics-ban-plates-bowlstrays-containers-cutlery-and-balloonsticks#polystyrene-food-and-drinkcontainers

EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 7

ETN | NEWS

SPONSORS AND SHOWS Bolesworth International is to return in June 2024 as a two-week, backto-back summer festival tour.

Taking place on 6 – 9 June and the 12 – 16 June, the Cheshire venue says the first weekend will have an industry focus, while the second will attract the public with lifestyle and entertainment elements, plus an eventing grand prix and puissance classes.

Both weekends incorporate three-star international and

young horse classes, plus grands prix for world rankings points.

The Bolesworth Elite Auction is scheduled for Friday, 7 June.

“It’s so important for our upand-coming riders and horses to have opportunities to jump at an international level over more than one week at the same venue,” said Nina Barbour, managing director of Bolesworth. “Before this, riders have had to travel abroad to find [similar competitions]”.

Equilibrium announced two sponsorship deals to coincide with the relaunch of its Stretch and Flex Wraps.

Firstly, the company is supporting the Dressage Horse of the Year category at this month’s Horse&Hound awards. It was also the headline sponsor for this year’s British Riding Clubs Equilibrium Dressage to Music Championships at Bury Farm.

Stretch and Flex Wraps were originally launched 20 years ago, since when they’ve become popular with dressage riders.

The box office has opened for the National Equine Show on 2/3 March at the NEC, Birmingham. The show featuring shopping, demonstrations and equestrian celebrities, ran for the first time last year.

Organisers say there are already 150 businesses signed up to exhibit.

Breeches supplier Agaso Equestrian has a new sponsorship partnership with Hampshire based international dressage rider, Sara-Jane Lanning.

“With countless hours spent in the saddle, I know first-hand the importance of comfortable and wellfitting breeches that support your every move,” said Sara-Jane.

8 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

WWW.EQUESTRIANTRADENEWS.COM

Retailer in administration

Online retailer Equus (Equus Products and Services Ltd) went into administration on 20 September.

The administrator is Interpath Advisory.

After a short spell off-line, the Equus website was reinstated with the message that it was “operated by D Mason Limited t/a EQUUS.” West Yorkshire based D Mason appears to specialise in online sales. Its sole director is Louise Allen.

Equus was founded by Kim Horton and Steven Wood in January 2013. Kim had previously worked with Tesco and John Lewis.

In 2018, the Hertfordshire based business secured £550,000 funding from City financiers.

ETN has contacted D Mason Limited t/a EQUUS.

OBITUARY JENNY GODWIN

Jenny Godwin, the popular saddle-fitter and former tack shop owner, has died from cancer, aged 51.

Jenny grew up on a farm near Bristol and developed a love of horses from a young age. When she left school aged 16 she started working as a machinist for Marks & Spencer, and later moved to Cameron Balloons where she was involved in making hot air balloons.

In 1993 Jenny started making her own rugs and saddlecloths. But when she realised it was cheaper to buy them, she collected stock and sold this at equestrian table top sales, before later asking the owner of Jarretts Garden Centre in Willsbridge, Gloucestershire, if she could rent some space.

This was the start of Jenny’s Tack Shop.

The shop was a great success; the business grew and she rented a unit where she employed 14 staff members, including her three sisters. Following the economic downturn in 2008, Jenny downsized her business and undertook a saddle-fitting course. She became a Society of Master Saddlers qualified saddle-fitter and formed JTS Saddlery.

Jenny was diagnosed with breast cancer in 2014 and had major surgery, radiotherapy and chemotherapy. She went into remission in 2016 and continued to build her business, but the cancer returned in 2019, and again in 2021.

“Jen always remained positive, even when she was unwell she would still be online ordering stock and completing Zoom courses on equine anatomy. She still had a positive outlook,” said her family, who also described Jenny as a competent rider, who was “naturally in tune” with her beloved gelding Mr Grey.

“She had the attitude through life that she believed she could, so she did.”

On 3 September Shelley Ford, who worked at Jenny’s Tack Shop organised a show in Bristol as a tribute to Jenny, and the proceeds were donated to equine welfare charity HorseWorld and equine therapy charity The Avon Centre.

Jenny is survived by her husband Pete, son Mitch and daughter Charli.

• With thanks to Horse&Hound

WINNER

ETN | PRODUCT NEWS

Product News Influencer gives new helmet head start

Equestrian influencer Harlow White has put her name to the new, limited-edition Harlow JS1 Pro Pastel helmet collection from Charles Owen.

Available in three colours - pastel blue, pastel pink and mint - each helmet comes with a matching pom-pom silk.

The Harlow JS1 Pro has a lightweight construction and supreme ventilation.

Featuring an impact-resistant ABS outer shell, it’s certified to meet three international safety standards, including PAS 015:2011.

It features a washable headband and upgraded leather-look harness with reinforced nylon webbing and suede padding under the chin.

The collection is available in both standard and round fit options. RRPs are from £135.

NEXT BEST THING TO GRASS… Baileys says its new Natural Meadow Cobs are set to be the next best thing to fresh grass for a host of horses and ponies this winter.

Comprising up to 60 species of grasses, wildflowers and herbs, harvested from pre-Alpine meadows in southern Germany, they are high in fibre, yet low in sugars and calories as the plants have been left to mature before cutting.

The ingredients are coarsely chopped and high temperature dried, in a facility powered by renewable biomass-fuelled electricity, and pressed into chunky cobs.

Designed to be soaked before feeding, Natural Meadow Cobs sit

alongside Baileys’ other fibre range products. They can be fed as a total forage replacement for older equines with poor dentition.

Soaking brings out the tempting flavours and aromas of fresh grass, making the cobs ideal for fussy eaters, both as an additional fibre source, alongside forage, and as a tasty base for their normal balancer, mix or cubes.

Overall, Natural Meadow Cobs make a healthy addition to any balanced diet, particularly for those with little or no access to grazing.

Backed by functional point-ofsale and an extensive print and digital marketing campaign, Natural Meadow Cobs are available from this month (November).

10 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

Offer to run while stocks last

Cavalor has a consumer promotion running - buy VitaFlora and get Derma Spray for free.

The offer aims to highlight the power of preand probiotics as found in VitaFlora, says UK distributor Zebra Products.

The supplement supports gut microflora balance and is recommended after a long competition season or following antibiotic treatment.

Also containing pre- and probiotics, Cavalor Derma Spray reinforces the army of good bacteria on the skin to support natural defence mechanisms.

While stocks last, retailers ordering Cavalor VitaFlora will receive the two products as a package complete with promotional sticker.

WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

REINING IN ON SAFETY

FR Vincitore has added to its safety rein range with The Eventer Rein.

The brand aims to prevent horses and riders getting tangled in their reins in the event of an accident.

The reins incorporate a connector designed to pull apart under extreme pressure but not to detach during everyday riding or handling.

The Eventer Rein has enhanced rein stops and rubber safety grip panels for good grip even in wet conditions.

There are three connector options available tailored to the rider’s weight with either a chrome or gold finish.

Thelwell for Christmas

Christmas gift ideas for adults and children have joined Hy Equestrian’s Thelwell range.

The Thelwell Activity Book follows the adventures of Penelope and Kipper, with puzzles, mazes and quizzes for children to complete. It also doubles as a colouring book.

For adults, Hy Equestrian has five scented candles with Thelwell pony themes – Muddy Puddle Mischief, Manure Stack Mystery, Apple Orchard Antics, Meadow Hay Magic and Minty Treat Munchies.

The luxurious candles are made from a vegan, biodegradable soy wax to guarantee long-lasting aromas to enjoy in the home.

“We spent a long time developing, writing and testing these new Thelwell products, so it’s great to see them become available. They’re perfect for Christmas,” said Rebecca Howsam, brand manager.

Hy Equestrian is available from Battles.

WWW.EQUESTRIANTRADENEWS.COM

Helmet range has new distributor

Mackey Equestrian has become the exclusive UK distributor of GPA riding helmets.

The Italian made collection includes the Easy Speed Air TLS, Easy Speed Air Hybrid, Easy First Lady TLS, and Easy First Lady Hybrid offering riders elegance, performance and safety.

The well-ventilated helmets have washable, removable onepiece liners treated with an antibacterial finish.

The GPA Easy range features the Twin Lock System (TLS).

Comprising a patented rigid chinstrap for stability, it’s a feature previously only seen in motorcycle helmets.

Also unique to GPA, the rear part of the chinstrap - which is a composite of thermoplastic resin and glass fibre fabric - offers extended protection for the neck.

The Easy First Lady boasts a larger visor (peak), providing a touch of elegance and practicality. Meanwhile, the Speed Air features a more streamlined, smaller visor.

Hats in the Easy range meet safety standards including European certification VG1, EN1384-2017, ASTMF1163-15 and SEI Approval.

FORTIFIED AGAINST FLIES

The new Veredus Stability Fly Fringe has a reinforced shield to protect the horse’s ears from insects.

The shield also helps keep the cotton fly fringe in position, preventing it from flapping on the horse’s head. A throat-lash loop works with all bridles.

With the Veredus logo on the front, the Stability Fly Fringe comes in black or blue and sizes medium and small. The RRP is £75.

Veredus is distributed in the UK by Zebra Products.

EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 11

ETN | PRODUCT NEWS

SHOWRING ELEGANCE

The new Showmaster Peaked Helmet from Champion is an elegant velvet show hat.

With a slim profile, it’s available in timeless navy. There’s an adjustable four-point leather harness and discreet chrome hook fastening.

The Showmaster Peaked Helmet is ideal for ridden or in-hand showing, dressage, flatwork, trail hunting or jumping.

With an RRP of £265, it conforms to the PAS 015 2011 and VG1 01.040 2014-12 safety standards and is Kitemarked.

Spicy seasonal special

When white breeches are a worry…

Nixi Body is a new range of comfortable, breathable, leakproof, washable knickers for periods and bladder leaks.

Shaws Equestrian is distributing the VPL-free collection to the equestrian industry.

Made from a blend of nylon, cotton, elastane and TPU, the pants come in various styles from high-waist knickers to thongs, with three levels of absorbency. Sizes are from 8 to 26.

Nixi Body underwear is designed to give riders protection and confidence through their heaviest days, white breeches or not.

The product also has strong environmental credentials.

“Many people are unaware of the long-lasting environmental impact of using disposable period and incontinence products,” says Suzanna Stuart-Monteith of Shaws Equestrian.

“The average tampon takes 800 years to decompose and tampons and pads generate more than 200,000 metric tons of waste annually.

“Switching to Nixi’s washable knickers can save thousands of tons of waste from ending up in landfills and our oceans.”

12 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

Dengie has launched a spicy seasonal special version of its Hi-Fi Original. Dengie Hi-Fi Original Cinnamon Spice is available for a limited time over winter.

High in fibre but low in calories (8MJ/kg), sugar (9%) and starch (1.5%), it combines alfalfa with soft straw for optimum digestive health. It’s ideal for horses and ponies in light work or at rest.

As with all Dengie feeds, it is made from locally sourced, non-GM fibres. Every bag can be traced back to the field in which it was grown.

Formulated as a straight feed with no added vitamins and minerals, any amount can be fed alongside a balancer or vitamin and mineral supplement to provide a balanced diet.

Dengie Hi-Fi Original Cinnamon Spice comes in 20kg bales, each providing over 66 scoops per bag. The RRP is £14.95.

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ETN | BETTER BUSINESS

Does your website stand out from the crowd?

Here’s what you need when getting a new website - and what you don’t need to worry about, says Danielle Holmes from website firm Black Nova Designs explains.

DO… think about why you’re getting a website

Businesses decide to get a website for many reasons. Among the most common is to generate sales online. Another is to provide an area for sponsors, to take bookings or to talk about your services and facilities. Some firms use their websites to build brand credibility and boost trust.

It’s important to identify why you’re getting a website because the answer will dictate the type of website you need, the content you have on it, and help you with the next point…

DON’T… spend hours and hours studying customer personas and researching every aspect of their behaviour

Just the basic information is enough to get started. Remember, you should have a website that can be added to at any time.

You want the website to appeal to your target customers - but not to the extent of spending so much time and energy on it that you never get round to gathering the other elements needed.

DO… invest in branding

A website without branding is like a shop front with no signage and nothing in the window!

You can make the rest of your website amazing (great structure, compelling content) but if you don’t have an eye-catching logo and consistent use of font, then it will look downright basic and not very professional.

Branding is at the very least a logo, two fonts that complement each other and a basic colour scheme.

DON’T… take a very deep dive into branding if you’re a new or small business or have a limited budget

Big brands have chunky documents detailing everything from their tone of voice, mission and values to detailed guidelines on image and logo use and so on.

This is a great investment for brands who are growing and might outsource marketing to an agency or PR company, but it’s overkill when you’re starting out. Just keep it basic and consistent initially.

DO… plan the website structure, make it easy to browse

Next think about the organisation of the website. Aside from your homepage, what other pages do you want and how do you want them laid out?

The number and type of pages will depend on what you want the website to do - an online shop will have more pages than a basic information site. The minimum we recommend is: • Homepage • About • Services • Blog (optional) • Contact 14 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

Make it as easy as possible for people to find their way around, as you have only a few seconds to grab browsers’ attention. If they’re forced to search too hard for information, they’re likely to give up and go elsewhere.

DON’T… be tempted to have too many pages

Keep it simple and easy to navigate. People only spend a few moments on a homepage before deciding whether to read on or go elsewhere; therefore, you need to spell out clearly what you do and how to learn more.

DO… choose professional branding and photography

Images are a key element of your website, as they leave an immediate impression. Studies show that the human brain processes images around 60,000 times faster than text, and that 90% of information transmitted to the brain is visual.

So, the images you choose have a big impact, can support your branding and boost visitor trust.

DON’T… use stock images Just don’t!

DO… take time to write and check website content As well as the branding, images and page structure, you will need written website copy.

These are the words that appear on each page and include any taglines, headers (titles), subheadings, paragraphs and call-toaction buttons (eg. click here to visit our blog).

It’s worth asking someone else to read your website copy to ensure it makes sense to them (you might be too ‘close’ to the business to spot when you’re getting too technical) and that it’s free from typos and grammar, spelling and punctuation errors.

DON’T… have the same copy on multiple pages or copy content over from another website

This is called duplicate content and it can cause you to be blacklisted by Google – the exact opposite of what you want from an SEO perspective.

LAST BUT NOT LEAST… make sure it’s responsive This simply means your website must work on all mobiles, tablets and screen sizes. It should be readable and easy to use on all devices because 80% of website traffic is now on mobiles.

If you are looking for help or advice with your website, check out Black Nova Designs: https://blacknovadesigns.co.uk/web-design

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ETN | BENCH SADDLER

Celebrating

the best bench saddlers...

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

ETN/SMS BENCH SADDLER OF THE MONTH: KATE HARDT Staffordshire based Kate Hardt is an SMS Master Saddler who owns and runs Kate Hardt Saddlery. Earlier this year, Kate was placed in two of the classes at the SMS National Competition.

Kate has ridden since she was four years old and from a young age wanted to be either a saddler or a police officer. Fast forward a few years, and Kate hasn’t just done one of her chosen jobs - she has done both.

Kate is the first to admit that her path to becoming a saddler hasn’t been conventional. She got an apprenticeship when she was 16, but during the two years didn’t take any qualifications. However, what she did gain was masses of experience working on everything from bridles, military equipment, police waistbelts and side saddles.

“I gained lots of experience and valuable training during my apprenticeship, but with no qualifications at the end of it I left and joined the police force,” says Kate.

During her 20 years as a police officer, the thought of being a saddler remained and she kept her connections with the trade via regular visits to Walsall and making the odd piece when she could.

A MOVE TO GERMANY

A career break followed when she met and married her husband, Thomas. They moved to Germany for a couple of years and during that time Kate ran her own saddlery business.

When they returned to the UK, Kate was keen to further her learning and credibility in the saddlery world, so she embarked on a course with Mark Romain at the Saddlery Training Centre. Her previous experience meant Kate quickly gained the City & Guilds Level 3 Saddle Making and City & Guilds Level 3 Bridle Making qualifications.

Kate was invited to be an SMS Master Saddler earlier this year; her application was supported by Laurence Pearman, Mark Romain and Chris Taylor.

“I was over the moon when made a Master Saddler,” says Kate. “My career path has been more unusual, but I just feel so lucky to be doing what I do. I am passionate about keeping old skills alive and saddlery is one of those skills that we need to preserve.”

At the SMS National Competition held in February this year, Kate came second in the Small Business Saddle Makers class and had a third place in the Intermediate Bridle class.

16 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

Kate Hardt was placed in two classes at the SMS National Competition this year.

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W NE

Kate is now working towards her City & Guilds qualifications in harness making and has attended numerous courses in side-saddle building and restoration.

She admits that being away on various saddlery training courses has been tough and is a big commitment.

“I couldn’t have done it without the support of my husband, Thomas,” she says.

PASSION FOR SIDE-SADDLE

Kate’s interest in side-saddles isn’t just about restoring and making them. She has ridden side-saddle for about ten years – and has even won a pointto-point riding side-saddle. This passion was sparked when she was an apprentice and had the opportunity to learn and work on many side-saddles.

“We are very lucky to keep our two horses, Monty Kate Hardt and Oakie in training for a and Oakie at home,” point-to-point… riding side-saddle. explains Kate “Monty is my horse of a lifetime. He is 24 now and I’ve owned him since he was four years old. He terrifies and delights me in equal measure and has been an amazing side-saddle horse. I’ve done everything with him from hunting side-saddle, eventing and hunter trials.”

Work-wise, Kate takes on lots of leather repairs. After attending a course with Frances Roche, she has started making blingy browbands, which she is really enjoying.

Kate says she loves being in her workshop every day, describing it as her happy place and something she hopes to continue for many years to come.

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Soft & tasty meadow grasses blended with high-quality oat straw Low in calories (5MJ/kg DE) Naturally low in sugar (3%) & starch (0.5%) Includes postbiotics to support the gut microbiota Bling browbands are a speciality at Kate Hardt Saddlery.

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HOW TO NOMINATE A BENCH SADDLER:

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN Bench Saddler of the Month. Candidates for the award must be a member of the SMS and based in the UK or overseas.

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

Please include the bench saddler’s name and business name too.

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

01621 841188 Discover more at dengie.com

ETN | PEOPLE

People Dressage rider and influencer Gemma Owen has become a patron of World Horse Welfare. The former Love Island contestant is pictured on a visit to Penny Farm in Lancashire, one of the charity’s rescue and rehoming centres.

“As we approach our centenary, we know that our founder, Ada Cole, would have been passionate about reaching a new generation of advocates for our work,” said World Horse Welfare’s chief executive Roly Owers.

Gemma has more than 2 million followers across social media where she documents her dressage career and glamorous lifestyle.

Equine bedding manufacturer Bedmax has appointed Phil Roelich to manage its sales and retailer support in the south-east of England. He covers East Anglia, London, the East Midlands, Home Counties and Kent.

He joined Bedmax from saddle brand Voltaire where he was the company’s leading European salesperson in 2021 and 2022.

A former professional rider and trainer. Phil has an Advanced Diploma in Equine Business Studies. “I began my working life in the year that Bedmax began making their market-leading shavings, and as an owner and rider I’ve always been aware of the unbeatable quality of their bedding,” he said.

Photo: Jas Sansi

Roger Smith, professor of equine orthopedics at the Royal Veterinary College, is the new president of the British Equine Veterinary Association (BEVA).

Roger is pictured (right) with outgoing BEVA president David Rendle.

18 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

There’s been cause for long-service celebration at Henry Bell & Co, home of EquiGlo Quick Soak 10 Minute Beet. Managing director Thomas Lee has clocked up 35 years with the Lincolnshire company, while finance director Carol Foster started work there 54 years ago – with five team members not far behind.

Thomas joined his father, Robert, in the family business in 1988. He began on the cereal seed cleaning and packing line, eventually taking over as MD in 1995.

Thomas is the fourth generation of his family to run Henry Bell & Co which was originally a flour mill acquired by his great-grandfather, Rothwell Lee, in 1927.

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PEOPLE | ETN Philippa ‘Pip’ Ingham Mulliner has joined Blue Chip Feed as head of ecommerce.

A horse owner, Pip has worked in digital marketing and ecommerce for more than a decade. "I'm excited to use my skills and experience to merge my passion with my expertise,” she said.

Clare Blaskey, founder of Blue Chip Feed, added: "Philippa will be a superb addition to our current, dedicated team who were runner-up at The BETAs for the Stubbs England Nutritional Helpline of the Year award.”

Charles Mills, director of the Great Yorkshire Show since 2016, is to step down after the 2024 event on 9 – 12 July.

“When I was a young boy in short corduroy trousers sitting in the grandstand, never in my wildest dreams did I think I would get the honour of one day becoming the show director,” said Charles.

Among his stiffest challenges was organising the show through Covid in 2021.

“We were one of the only agricultural shows to go ahead that year and it was such a pleasure to host King Charles III and Queen Camilla who supported us and spent a whole day meeting exhibitors, stewards and public,” recalled Charles who has twice welcomed Princess Anne to the Harrogate showground.

Charles looks forward to spending more time with wife Jill and family and supporting their son James’s wedding venue at their farm in Appleton Roebuck near York.

The British Eventing (BE) Support Trust has appointed Jane Hunter Walsh as general manager.

The charity, which supports BE members needing physical, mental health or financial support, and works to improve safety within the sport, has The Princess Royal as its president and Ian Stark chairing its board of trustees.

Jane Hunter Walsh has worked across Europe, the US and Asia in marketing and fundraising, including for Guinness and Cancer Research UK. She was raised on a horse farm in the USA and competed in hunter jumper classes as a junior rider. Much of Jane’s spare time is now spent supporting her daughter Annabel’s eventing pursuits.

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Former high street merchandiser Sarah Giddings has launched The Stables Retail Consultancy to help equestrian retailers. She has 12 years’ experience working for retail giants including Next, and has ridden since the age of seven.

The Stables Retail Consultancy offers freelance services in retail merchandising, stock management, trade reporting and profit planning.

“My two biggest passions in life are horses and retail,” says Sarah. “I am so excited to help my clients establish, grow and thrive in their equestrian businesses."

Dengie’s popular technical and product development manager is now Dr Katie Williams, having completed her PhD. Katie has presented her doctoral thesis, on nutrition in the veterinary industry and the relationship between the professions, at conferences in Europe and the USA. Her paper featured in the Journal of Veterinary Science proceedings of the Equine Science Society 2023 Symposium.

Katie has been working full time for Dengie while completing her PhD. “Katie’s determination and dedication are second to none, so we were in no doubt she would complete her study.

Everyone here is very proud of her achievement,” said managing director Ian Hassard.

One of the aims of Katie’s work was to explore the effectiveness of equine nutritionists and make the case for their profession being more widely recognised and valued.

EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 19

ETN | OPINION

Mark Romain with a saddlery trainee at the Saddlery Training Centre which he has run with his wife Dawn for 23 years.

In the hot seat

Mark Romain MBE is the founder and owner of The Saddlery Training Centre in Salisbury. Mark’s contribution to the saddlery industry was recognised with an MBE in 2014. Five years later, he was presented with the BETA Lifetime Achievement award.

How did you get started in saddlery?

On leaving school I really wanted to do something practical. After spending three months being unhappy in a predominantly woodwork apprenticeship, I heard of an apprenticeship opportunity at the local saddlery in Salisbury. I stayed there for 13 years.

How did you come to create The Saddlery Training Centre?

I left the saddler in Salisbury when I applied for and was offered the position of Saddlery and Leatherwork Advisor at CoSIRA (Council of Small Industries in Rural Areas).

It was a government quango that later became the Rural Development Commission and then the Countryside

Agency. I delivered their apprenticeship and short course training programmes as well as providing on site advisory services throughout rural England.

I stayed for 14 years, until they decided to put all the Craft training provision out to tender. Other training provision included Forge work, Farriery, Thatching, Furniture making, Wheelwright, traditional upholstery as well as Saddlery.

Many colleges put in bids to provide the various crafts, but none had any previous experience in saddlery. I had put in my own bid for the saddlery provision as I was desperate to continue working as a trainer.

My bid was supported by statements from The Saddlers’ Company and Society of Master Saddlers (SMS), I had to find premises and put together a business plan

20 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

explaining how the proposed centre would work.

I was offered a three-year contract.

All the other provision went to Hereford College and, as far as I am aware, Saddlery is the only one to still be in existence.

It was September 2000. My wife Dawn gave up her job and came to work with me.

The contract ended at the end of 2003, but by then we were established and we’ve never looked back. We have always been busy - and have certainly worked hard.

Who comes on courses at The Saddlery Training Centre?

We don’t offer courses to complete beginners, so apprentice training and those self-funding their own development are core to our business.

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OPINION | ETN What three attributes make a good saddler?

Good dexterity.

Desire to achieve high standards.

Patience.

Does a career in saddlery offer the prospect of making a good living?

Working as a bench saddler is challenging; you must work hard to achieve a moderate income. Many choose saddlery as a career to relate to their passion for all things equestrian. Ultimately, it can be a lifestyle choice for many.

Many saddlers now appear to be based in rural workshop settings…

Does this mean that the Walsall manufacturers are seeing a skills shortage?

The rural/craft saddler has always been quite different from that of the Walsall manufacturing business.

You won’t find many retail shops still located in town centres; most have moved to more rural settings. Likewise, the workshop-based saddlers may work from home or in converted farm buildings.

Manufacturers are far more business driven, time is money and processes tend to be broken down into job roles. You will

need to be a team player and someone who can cope with manufacturing deadlines.

I think manufacturers probably are seeing skills shortages in some areas. Surveys have been flagging up an ageing workforce for some time and attracting young people into those businesses has been a challenge.

Has a move away from the ‘throw away society’ and towards sustainability prompted a renewed interest in leathercraft skills?

A lot of dedication from many over the years has resulted in raised standards, with the support of the Saddlers’ Company and progression of the SMS, a great deal has been achieved. We will all benefit from that.

What’s planned for 2024 at The Saddlery Training Centre?

Well, more of the same I guess… We are adapting to lower numbers of apprentices.

Employers need a lot of confidence to take an apprentice and that’s not there at the moment. Government apprenticeships Yes, The Repair Shop and other TV are not catering for micro businesses and programmes with a recycling theme have all helped to focus on what can be repaired/ require a quite a lot from a small employer.

On the plus side, more people are restored.

They should also feature that these things coming into the trade a little later in life. cost money. People are often shocked when They tend to be very driven and will work hard to achieve their goals. We are doing receiving a quotation for a repair. However, our best to support all those who have it takes a long time to acquire the skills and made the commitment. knowledge and that must be paid for by someone.

If you could change one thing about the saddlery trade, what would it be?

I think we’ve made enormous improvements over the years but being recognised as a professional trade is key for me. Recognised qualifications, a professional trade body and striving to be best in all we do.

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

Dawn and I are very family oriented so spending time with our son, daughter-inlaw and grandson feature at the top of the list.

We also like to garden and spend time around our home. Monday soon comes around again.

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ETN | MARKETING MATTERS

Making sponsorship a happy event…

April Coate, managing director at JB Promotions and who works with events and sponsoring brands, explains how both parties can enjoy a productive partnership.

WHY IS SPONSORSHIP SO IMPORTANT?

Photos: Libby Law, Hannah Cole

For events Sponsorship is becoming even more integral for events as time goes on.

The main income streams for events are ticket sales and partnerships with brands that are looking to target the audience that the event attracts.

It’s not all for financial reasons, events also want to build their profile and by doing this, they want to work with brands who align to their goals.

For brands Having experience working alongside events that are pitching for sponsorship as well as working directly with sponsors to maximise their sponsorship agreements – it is clear to me that sponsorship is all Find out about an event’s footfall and demographic when considering a sponsorship about quality and not quantity.

Do it right and go all out to find a sponsorship opportunity that gives you the best ROI. Also, look at the team you #3 Ensure it’s the right fit for your brand will be working with – the more you put in as a brand, the more Investing in event sponsorship is most valuable if you want to you will get out of it. target a specific audience and raise awareness of your products.

Ensure that your sponsorship agreement is supported with Choose which event your brand aligns itself with wisely in order relevant PR and social media activation, whether that is in house, that you share the same values, you know the footfall expected to as part of your agreement with the event or by using a specialist attend the event and the demographic is the same as the audience agency to manage this for you. you are targeting.

It can be a great way to be on the ground speaking to new TOP TIPS FOR BRANDS LOOKING TO INVEST and potential customers, getting feedback on new products, and offering advice in your expert area.

IN SPONSORSHIP #1 Find the opportunity #4 Find a package that works for you Where do you start when you have the marketing budget to invest Sponsorship isn’t always a financial investment; it could be a in sponsorship and would like to reach your target audience and product or a service you can provide to the event. increase your brand awareness?

Ensure that the agreement ticks all your boxes, whether that A good place is to approach governing bodies for each be to have a strong presence at the event itself, targeting through discipline such as British Dressage, British Eventing, British social media or press coverage.

Showjumping and British Riding Clubs – they may have a competition series available to sponsor or know of an event that #5 Engage with the event has sponsorship opportunities that would be a good fit for you.

Once you have finalised an agreement, make sure you are working Reach out to the events directly or approach magazines, they in partnership with the event – you will find both parties will get often have opportunities that link to events or campaigns they are more from the relationship. running.

Utilise your existing brand relationships for example, invite your ambassadors to do a meet and greet, offer a competition for #2 Do your research your customers to win a cross country course walk or a VIP lunch Find out from the event what they are doing this year, new experience. innovations, get to know the team, look at their social media. What The event may also host a media day where sponsors are invited is the general feedback and reputation of the event that you will be to attend. This is always a great opportunity for you to attend an associated with?

22 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

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MARKETING MATTERS | ETN

Top rider Phoebe Locke meets the media at an event, coordinated by the JB Promotions team.

exclusive day prior to the event to get a behind the scenes insight.

Make the most of this opportunity and use it to give your social media followers a look behind the scenes and build on your brand awareness.

HOW TO ANALYSE HOW WELL THE SPONSORSHIP HAS PERFORMED

This is the golden question for most businesses… what is the return on investment? How can you calculate if the sponsorship has been a success? There are several things to consider here: • Analyse social media statistics for both your own posts and ask the event for any content relating to your brand that has been posted on their social media channels. This can give you a clear assessment of the social media reach that has been achieved.

• As an agency working with an event, we provide a full media coverage report a month after the event. This provides an analysis and value on all the print, digital, radio and TV media coverage achieved in the lead up to the event and during the event plus the results of the social media and e-newsletter campaigns. Agree with the event in advance to see this report

Jo Adams of JB Promotions interviewing Laura Collett at Bicton’s May International.

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or you may be able to negotiate a specific one for your brand.

• What is the feedback from the event from your customers? Have you gained any new leads and what is the feedback on social media? On a wider note, some events may conduct a post-event survey; can you retrieve the results from this, can you conduct your own?

THE FUTURE OF SPONSORSHIP

There is no doubt that sponsorship is becoming more challenging for events. However, with innovation and partnerships, the traditional sponsorship package is now becoming more ‘out of the box’ and can lead to a great opportunity for a brand to join forces with an event and utilise their investment to reach their target market.

About the author: April Coate is managing director at JB Promotions, an award-winning PR and marketing agency based in Gloucestershire, specialising in equestrian, country brands and events.

“We offer PR consultancy, brand management, social media April Coate, managing and digital communications,” says director of JB Promotions, April. “We are also known for our in her role as press officer media and PR management for top at Blenheim Palace class equestrian events, currently International Horse Trials Blenheim Palace International Horse Trials, Magic Millions Festival of British Eventing at Gatcombe Park and Bicton Arena in Devon.

“We work closely with events to manage the PR and marketing elements of their sponsorship agreements and also work directly with brands to maximise their sponsorship deals which gives us a unique viewpoint on the current sponsorship landscape.”

EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 23

ETN | RETAILER PROFILE

Eiron Reid and fiancé Lawrence Baker are new owners of Willoughby Park Polo Gear, outside Rugby.

Store is top of its game Eiron Reid talks to Deborah Hayward about taking the reins at Willoughby Park Polo Gear, a bricks-and-mortar store specialising in gear and equipment for polo players and their horses.

F

rom a marriage proposal while skiing in France to taking over the family business, 2023 has been an exciting year for Eiron Reid and her fiancé, Lawrence Baker – new owners of Willoughby Park Polo Gear, a retail store in the Onley Grounds Equestrian Complex, near Rugby, in Warwickshire.

The couple took over the thriving business from Lawrence’s grandparents, Carol and Edwin Baker, in June and immediately set about making their mark, changing displays and ordering new stock to tempt their polo-loving customers.

KEEPING IT IN THE FAMILY

Eiron, a maintenance coordinator for a local property firm, lives with Lawrence in a selfcontained, three-bedroom flat above Carol and Edwin’s beautiful house on the edge of the family’s arable farm, where Lawrence works.

They had always dreamed of owning Willoughby Park, so when they heard Carol wanted to sell they made their move. “Carol set up the store around 20 years ago and had been struggling to run it on her own these days,” says Eiron. “She didn’t have enough time to put into it, but we have.”

24 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

Eiron’s regular nine-to-five job sees her out working five days a week, then running the shop in the evenings and at weekends.

She knew the business well, as she helped out there a couple of years ago and had gained plenty of past retail experience working for Tesco.

PERFECT FOR POLO

Onley Grounds is a hub of activity, home to the Rugby Polo Club and hosting a wide range of equestrian events throughout the year, including the International Mounted Games and the Universities National Winter Arena Championships.

The store is also perfectly placed for visiting players when the club hosts tournaments at a nearby ground. When this happens, Eiron packs up her polo products and mini marquee to create a handy pop-up shop.

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BRICKS AND MORTAR

Willoughby Park Polo Gear’s home is a striking, open-plan, single-storey building. It has a large table groaning with giftware, accessories and interior collections from Culinary Concepts at its centre, as well as a homely Chesterfield sofa making a great backdrop for cushion displays.

In addition to tack and headcollars, there are the products that make this place one of only a handful of specialist polo stores in the UK, catering for fans of this popular game.

“Some equestrian shops sell polo items, but not many are all about polo,” says Eiron. “We have a whole corner dedicated to polo sticks – around 100 at the moment, with three different brands – and a good selection of balls to cater for the two types of polo.

“We have bandages and a large range of polo and polo cross helmets imported from New Zealand, polo whites, fleeces and hoodies. We also have some lovely branded gear featuring Onley Grounds Equestrian, Willoughby Park Polo Gear and Rugby Polo Club. The chukka polo shirts also sport our branding.”

To make sure that nothing is missed, Eiron moves the shop displays around regularly so that each item gets its moment of glory. “It’s amazing how changing a product’s location helps to keep things really fresh and interesting,” she says.

BUILDING KNOWLEDGE

“Everything I know about polo has been picked up as I’ve gone along” explains Eiron, who admits: “I don’t play, although I‘ve had a few lessons. My hand-to-eye coordination is not very good, so I’m not really cut out for polo, although I do spend a lot of time at the ground doing the time and score-keeping.

“Lawrence plays – he’s amazing and one of those really irritating people who probably only finds time to play once a year, but then gets on the pitch and wins every single time!”

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ETN | RETAILER PROFILE A POPULAR PASTIME

Polo is big in the area. “We have the club, with about 80 members, and the players at Rugby School,” explains Eiron. “Two or three hundred descend on us when we have the university nationals.

“We see quite a few young players who are just learning the game. They come to us for advice on products and help in selecting the correct equipment. On a regular weekend, we open from 10am until 2pm on both days but stay open much later when events are on.”

A HELPING HAND

Eiron effectively runs the store as part of her seven-day working week. Sometimes, she has no option but to shut shop to take time off. “I use our Facebook page to keep customers informed when this happens,” she says, “although my friend Katie Smart is often around to help.

“She has great equestrian knowledge and helps me set up the pop-up shop when I take it to a polo tournament. She is pretty good at pointing me in the right direction and we work well together as a team.”

PLANNING FOR THE FUTURE

Over the next two years, Eiron would like to have the store running on a full-time basis.

“This is very much work in progress, as it’s not something you can just throw yourself into,” she says.

“We’d also like to expand our ranges to

include feed and other products that equestrian people need, to become a bit more of a country store, while never losing focus on polo.

“But, for now, the most important thing is making sure that the shop has enough stuff so that it draws people in.

As a smaller shop, every sale counts and all the money we earn is being ploughed back into the shop for its future.”

ETN asks Eiron…

Q: Who do you go to for equestrian advice?

Katie – she offers her own equestrian services throughout the week and knows so much about horses. If I don’t know something, she will.

Q: Where do you look for new products?

Visitors to Onley Grounds Equestrian Complex can find a wide range of branded clothing at the store.

Q: Did Lawrence propose on holiday?

Yes, we were on a Young Farmers holiday in the French ski resort of La Plagne in January. I was wearing a blue ski suit that perfectly matched the sapphire in my ring.

Q: Have you set a date for the wedding?

We go to BETA International. This year, we found some lovely English leggings and stocked up on some amazing socks.

Yes, June next year. We are both very traditional and would love a beautiful church wedding. I have got my dress already. That’s the important thing!

Q: What interests do you have in your free time?

Q: Did you grow up in the countryside?

Lawrence and I are both Young Farmers and belong to the Towcester branch. I joined when I was about 20, as I have always been an outdoorsy person and get on with farming people.

I lived in the town – Northampton – with my mum until I was nine years old. Then, when she married my stepdad, we moved to a small village with a garden that backed on to fields.

Polo players pick up helmets and other essentials at Willoughby Park Polo Gear.

26 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

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Close-to-nature chew time from Pre-Alpine meadow grasses & herbs

Brings delicious grasses into the bucket For all horses & ponies - ideal for veterans

TO SOAK

Tasty forage alternative Low calorie Adds fibre variety

SMELL THE GRASS!

Baileys Horse Feeds For information & POS Tel: 01371 850 247 (option 1) sales@baileyshorsefeeds.co.uk

ETN | CPD FEATURE 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

Why fibre is favourite…

To some owners, the advice to feed a high fibre diet may feel like old news, but its importance should never be underestimated. Sarah Nelson, SPILLERS nutritionist, explains why fibre is critical to the health and well-being of all horses.

WHAT IS FIBRE?

The term fibre describes a group of nutrients called structural carbohydrates. Depending on their type, feeds and forages contain varying amounts of digestible, partially digestible and indigestible fibre.

The fermentation of fibre in the large intestine or ‘hindgut’ produces volatile fatty acids which are absorbed into the bloodstream and utilised as a source of energy or ‘calories’.

Highly digestible or ‘rapidly’ fermentable’ fibres yield the greatest amount of energy, while slowly fermentable fibres yield the least.

Photos: Shannon Jordan/ Chelle129/Shutterstock.com

SOURCES OF FIBRE

Basing the diet on forage should always be the first priority, ideally providing as much as the horse will eat.

The majority of fibre in every horse’s diet should ideally be provided by forage, but for those unable to maintain weight on forage alone, fibre ‘in the bucket’ provides a valuable source of additional energy/calories.

Certain ingredients can sometimes cause alarm, but the key is to provide a balance of fibre sources most appropriate for the individual horse or pony. For example, feeds based on sources of slowly fermentable fibre such as wheatfeed, oatfeed and straw, are often ideal for good doers because they are low in calories.

On the other hand, feeds or ingredients high in rapidly fermentable fibre such as soya hulls and sugar beet are significantly more digestible and may be better suited to poor doers or horses in hard work, especially if fed in larger amounts.

TIP: Remember horses that are unable to manage long fibre (grass, hay and haylage) will need a forage replacer and where possible, owners should include at least some short-chopped fibre to help increase chewing. However, those with very poor teeth will need a mash, potentially fed as 100% of the diet.

28 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

HOW MUCH FIBRE DO HORSES NEED?

Unlike many other nutrients, there’s no published requirement or ‘recommended daily intake’ for fibre per se in horses. Basing the diet on forage should always be the first priority, ideally providing as much the horse will eat, while being mindful of excess waste.

However, this may not be appropriate for good doers, especially if they are overweight. In 2016, a group of researchers, vets and nutritionists from the EU and the UK published recommendations for minimum daily forage intake based on 20 years of scientific research, agreeing that for most horses, total intake should not be restricted to less than 1.5% of current bodyweight per day on a dry matter basis.

The term dry matter often causes confusion, but this recommendation is equivalent to owners needing to weigh out approximately 9kg of hay (11kg if it is to be soaked before feeding) or 11-12kg of haylage (sometimes more) for a 500kg horse without grazing.

For horses unable to maintain weight on forage, choosing fibrebased feeds containing low or restricted amounts of cereal starch and sugar will help to support digestive health and reduce the risk WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN

The fermentation of fibre in the large intestine produces heat which is often described as a source of ‘central heating’ that will help to keep horses warm in winter months.

of unwanted excitability (cereal starch is the most common cause of feed related excitability).

FIBRE FOR HINDGUT HEALTH

A high fibre diet is essential for maintaining hindgut health and ultimately, a healthy digestive system is the foundation of a healthy horse.

Low fibre and/or high starch diets may lead to or contribute to weight loss, loose droppings and several clinical conditions including colic and tying up.

FIBRE FOR GASTRIC HEALTH

When it comes to reducing the risk of gastric ulcers, one of the main benefits of feeding forage and short chopped fibre is to promote chewing.

The horse’s stomach produces acid continuously (although at a variable rate). Saliva provides a natural buffer to stomach acid but unlike people, horses only produce saliva when they chew, which is why long periods without eating increases stomach acidity.

However, feeding short chopped fibre prior to exercise can also help to prevent ‘gastric splashing’.

Exercise increases abdominal pressure, causing acid to ‘splash’ on to the stomach lining in the non-glandular region where it increases the risk of ulcers forming. Feeding short chopped fibre helps to prevent gastric splashing by forming a protective ‘fibre mat’ on top of the contents of the stomach.

Current advice is to feed 2 litres of short chopped fibre (by volume - equivalent to 1 Stubbs scoop) in the 30 minutes before exercise.

TIP: suggest customers add short chopped fibre to every meal and ideally one containing alfalfa, as the high protein and calcium content is thought to help buffer stomach acid.

Did you know?

• In one study, the risk of non-glandular ulcers was found to be approximately 4 times higher in horses left more than 6 hours

without forage, although the risk may be higher during the day.

• Recent research found that adding 15% short chopped fibre to meals significantly increased eating time.

FIBRE FOR MENTAL WELL-BEING

Having evolved to spend up to 16-18 hours per day foraging, horses have a psychological as well as a physiological need to chew.

This considered, it may come as no surprise that studies have found a link between low forage diets and a higher prevalence of stereotypical behaviours such as crib biting.

However, feeding short chopped fibre can help to promote positive behaviour too - in one study, three of out five foals stopped or showed a reduction in crib-biting when given feeds designed to increase chewing.

FIBRE FOR CENTRAL HEATING

The fermentation of fibre in the large intestine produces heat which is often described as a source of ‘central heating’ that will help to keep horses warm in winter months.

Although the digestion of fibre produces heat regardless of the season, diets based on winter pasture, hay and haylage (as opposed to fresh spring/ summer grazing) are generally higher in fibre and less digestible and in turn, produce more heat.

FIBRE FOR HYDRATION

Depending on the type of diet, fluid in the horse’s digestive system may account for around 9-21% of the horse’s bodyweight. The ‘reservoir’ of fluid in the large hindgut is thought to provide a source of water that can be drawn upon during brief periods of short supply and may be influenced by the amount and type of fibre fed.

For example, research in the 1990s found horses fed a high forage diet were less dehydrated after a standard exercise test than those fed a diet that included limited forage; while other studies indicated that alfalfa has a higher water holding capacity and is more digestible than mature grass hays.

Mashes have become increasingly popular in recent years and of course, any feed that requires soaking will help to support hydration.

CPD QUIZ OVER THE PAGE

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EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 29

ETN | CPD FEATURE

RAMA CPD QUIZ

SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION

1. Fibre describes a group of nutrients called a.

Structural carbohydrates b.

Non-structural carbohydrates c.

Digestible carbohydrates 2. The term ‘long fibre’ includes a.

Hay and haylage b.

Hay and grass c.

Hay, haylage and grass 3. Current advice is to feed the equivalent of 1 Stubbs scoop of short chopped fibre before a.

30 mins of exercise b.

1 hour of exercise c.

1.5 hours of exercise 4. Horses evolved to spend up to a.

5 hours per day foraging 16-18 hours per day foraging b. c.

24 hours per day foraging

5. Feeds and forage contain a.

A combination of digestible and indigestible fibre b.

A combination of digestible and partially digestible fibre c.

A combination of digestible, partially digestible and indigestible fibre

RAMA CP Questio D n (nutriti s on) Novem be 2023 E r TN

8. Alfalfa is thought to help buffer stomach acid because it is naturally high in a.

Protein b.

Sugar c.

Protein and calcium

6. In one study, the risk of gastric ulcers was found to be 4 times higher in horses left for a.

More than 2 hours without forage b.

More than 4 hours without forage c.

More than 6 hours without forage

9. For most horses, total forage intake should not be restricted to less than a.

1% bodyweight per day on a dry matter basis b.

1.5% bodyweight per day on a dry matter basis c.

2% bodyweight per day on a dry matter basis

7. Horse produce saliva a.

Continuously b.

When they chew c.

When they are not chewing

10. Fibre is fermented in the a.

Stomach b.

Small intestine c.

Large intestine

SUBMIT YOUR ANSWERS ONLINE AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION.

BETA

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

Register your interest at info@beta-uk.org forEQUESTRIAN upcoming dates TRADE NEWS WWW.EQUESTRIANTRADENEWS.COM 30 |

NOVEMBER 2023

ETN REPORTING | ETN

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.

In November 2018, ETN reported:

In November 2013, ETN reported:

In November 2003, ETN reported:

In November 1993, ETN reported:

Online retailer Equus secured £550,000 funding from City financiers. The Bedfordshire based business was founded in 2013 by husband-and-wife team Kim Horton and Steven Wood.

Mitsubishi Motors announced the end of its 28-year title sponsorship of Badminton Horse Trials.

Premix manufacturer Premier Nutrition invested £13.1 million in a new production facility at Fradley Park in FIVE Staffordshire. The company said its most YEARS automated factory to date would deliver AGO... to the animal feed industry the same levels of integrity and rigour already found in consumer food production.

Sports Direct opened a 17,700 sq ft Pro store in Shirebrook, Derbyshire. The equestrian department was to stock brands such as Musto, Eskadron, Jack Murphy, Ariat and Hackett plus equine essentials such as rugs and lead ropes.

Pioneering efforts were being made by BETA and The Jockey Club to collaborate over natural occurring prohibited substances in feed. They asked the Horseracing Forensic Laboratory in Newmarket to research the levels at which contaminants such as morphine and caffeine occur in feeding stuffs.

Robinsons new two-storey superstore opened in a blaze of 20 publicity - the Lancashire retailer’s previous YEARS premises having been devasted in a fire.

AGO...

The new site offered more display space, a function room and saw the return of the Nose Bag Café.

Equine security specialist FarmKey was using the latest mobile phone technology to help locate stolen or strayed animals.

Its Loc8 system could send text messages to alert hundreds of horse owners as well as the police, auctions and ports.

FarmKey said it had freeze-marked around 200,000 horses so far.

“Whatever next?” asked ETN while reporting the launch of a collection of Red Rum branded coloured hoof oils said to be ideal for Christmas, fancy dress and fun.

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Countrywide Farmers opened a 5,000 sq ft store in Marlborough, Wiltshire.

The outlet’s equestrian manager, Angela Molson, told ETN she planned to visit yards in the area to discuss competitive prices on bulk buys of feed and bedding.

Countryside’s chain of stores totalled 53.

TEN Publisher Equi-Ads Ltd was acquired by Stone YEARS Leisure who pledged to continue producing the AGO... free, national monthly magazine Equi-Ads. The new owners put the magazine’s circulation at 49,000 per issue.

Popular agent John Hopes retired after 35 years working in the trade. While visiting retailers to represent well-known brands, he reckoned he’d driven enough miles to reach the moon and back – twice.

People in the trade were showing their prowess in equestrian competition… Horseware’s Tom MacGuinness qualified for the endurance riding world championships via a 120km race in Uruguay; Master Saddler Helen Reader and Zennith won the novice dressage at the British Riding Clubs National Championship; BETA’s Tina Hustler riding Ethel came fifth in the show cross final at the Great Yorkshire Showground; and Cassie Hartley of Black Country Saddles scooped the HOYS intermediate show hunter title.

Traders slammed the Horse of the Year Show for having too many stands, too few shoppers and over-priced seat tickets. Show organiser, the British Show Jumping Association (BSJA), hit back by claiming the recession had affected people’s spending 30 habits and that traders were YEARS “always moaning.”

AGO...

Charles Owen won a campaign to get VAT lifted from all sizes of its Kids Own riding hats. The manufacturer’s 20-month crusade, costing around £80,000, ended in victory when a VAT Tribunal in Manchester ruled that all sizes of Kids Own jockey skull and riding hats were exempt from the tax because they were marketed for children. Charles Owen’s sales director David Latham-Cruse said he was “delighted” by the outcome, adding: “We proved a point.”

Top showjumper Emma-Jane Brown told ETN she’d persuaded Paris haute couture label Galliano to create a first-of-its-kind elasticated riding jacket. “Our current styles are too restrictive when jumping fences, or look like tents because they’re so baggy,” said Emma-Jane. Even carrying the prized Galliano label, she said the new stretch jackets could sell “for as little as £150 in the shops.”

EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 31

ETN | FIBRE

A good source of fibre Feeding sufficient fibre to horses while keeping calorie intake under control needn’t be an issue, as there are several approaches and products that can help, as Dr Katie Williams explains.

Photos: Foto Para Ti/ JP Chret/ kalyanby/Shutterstock.com

F

ibre, fibre, fibre – we hear about the importance of fibre for our own health as well as for that of our horses, even though, as animals, we have very different types of digestive systems.

So, why is this? In humans, just as with horses, fibre performs the very important function of promoting the movement of food through the digestive system, thereby keeping everything functioning as it should. However, for horses, fibre provides a great deal more, including energy and naturally occurring nutrients.

A YEAR-ROUND CHALLENGE Grass is the major component of most horses’ diets, whether in the form of fresh pasture or as conserved forage such as hay or haylage. Unfortunately, the challenge with grass is knowing the level of energy and nutrients it’s supplying and just how much a horse is consuming. In fact, at the BEVA Congress in September 2023, in the

they would typically be needed, so this is session focusing on managing good-doers, this was one of the most popular questions, an issue we will need to consider in the coming years. so clearly there is more work to be done in While owners of good-doers may find this area. the reduction in the quality of summer Historically, the nutritional value of pasture useful for helping pasture has followed a to manage their horse seasonal pattern, with an or pony’s weight, the flip abundance of nutrients side is that milder winters in spring and early lead to more grass being summer, decreasing in available in the colder late summer through months and because autumn to being at its horses also aren’t lowest in winter, but having to use as much changes to our weather energy to keep warm patterns mean this is no (in conjunction with longer the case. Long potentially not being spells of hot, dry weather Grass features in most horses’ diets but it can be an unknown quantity exercised as often), they in summer can reduce can quickly gain weight. pasture quality and The upshot is every owner needs to keep a quantity to such an extent that conserved close eye on pasture all year through and forage has to be fed even at this time take action early, both to avoid weight loss of year. Doing so can then significantly or gain, or a case of laminitis. deplete stocks well ahead of winter when

32 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

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FIBRE | ETN

Wrapped forage is a familiar sight in our fields today

CLEAN EATING

There are two main criteria that determine the quality of a forage. These are its nutritional value and its cleanliness (or hygienic quality) and the two don’t always go hand in hand. Haylage is generally a much cleaner forage than hay but, for a good-doer, using haylage might not be a practical solution, as the horse may simply gain too much weight. There are many short-chop hay replacers available that are based on dust-extracted, chopped straw and, being lower in energy than haylage, these may be better suited to good-doers.

WRAPPED UP

Currently, there’s a definite trend for socalled ‘haylages’ to be drier products so that, really, a more accurate term for them is ‘wrapped hay’. This matters because the important difference between haylage and a wrapped hay is that the latter is unlikely to have undergone significant fermentation. This means that the wrapped hay is not conserved by being pickled or acidic, but, rather, it’s simply the absence of air that’s keeping it in a state suitable for feeding.

STRAW: FRIEND OR FOE?

Weight management is a topical issue and for maintaining a low overall calorie intake while maximising the quantity a

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horse has to eat, straw can be useful when fed in combination with other more nutritious forages.

A study by researchers in Denmark found that horses fed straw as the sole or predominant forage source were 4.5 times more likely to develop gastric ulcers (although we don’t typically feed anywhere near this proportion of straw in the UK).

Nevertheless, recognising that straw can be useful as a low-calorie forage source for good-doers, the researchers then carried out a follow-up study and found no increased risk of ulcers when using straw to replace 50% of the haylage in the ration.

The study also provided insights into other benefits of feeding straw. The rate of consumption was slowed to such an extent in the evening that there was no significant increase in insulin levels. This suggests that slowing the rate of intake and using low-nutritional value forages are important strategies in managing horses with insulin dysregulation (ID) or the potential to develop ID due to being overweight or obese.

IN THE BUCKET

A wide range of feed materials can be used in the bucket to supply a high-fibre diet.

Chopped fibres are most commonly based on materials such as chopped straw, dried grass (as opposed to hay), dried alfalfa and, less frequently, sainfoin. Forages that have been dried intensively using hot air are very nutritious and are also very clean, making them ideal for those with respiratory issues.

Chopped fibre feeds based on straw are usually better suited to good-doers, as those based on grass are often high in sugar – especially if the storage form of sugar

(water-soluble carbohydrate) is included in the analysis rather than only a simple sugar level. Chopped alfalfa is much lower in sugar than chopped grass and is also low in starch but it has an energy value equivalent to a cool mix. This makes it ideal for those in work, breeding stock or animals that need to gain condition but it’s probably too much for good-doers unless it’s mixed with other lower-calorie ingredients.

EASY TO DIGEST

In addition to chopped fibre, various other ingredients can be included in bucket feeds to supply fibre, such as sugar beet, which is commonly fed. It’s rich in pectin, which is highly digestible, and this often leads to the term super-fibre being used to describe it. Pectin readily absorbs water and its abundance in sugar beet is why it should be soaked prior to feeding. Micronising (cooking) and processing sugar beet has helped to reduce the soak time required but soaking is still recommended when adding a relatively large amount to the feed as is typically done.

Other highly digestible fibres include rice bran and soya hulls, which can be mixed into pellets and used to dilute and bulk out more nutritious foods. As they are coproducts from cereal processing, they are relatively sustainable ingredients to use in feeds for horses.

About the author: Dr Katie Williams MSc (Dist) R Nutr, Technical Manager, Dengie Horse Feeds

EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 33

ETN | FIBRE, FORAGE AND HAY ALTERNATIVES

Something to chew on…

Fibre feeds are now just as likely to come in bags as bales, and following a damp summer, many owners will be looking for alternatives to hay.

On the menu

Customers will be looking for different types of fibre products, depending on their horses’ needs. Spillers can cater for them all…

SPILLERS Senior Super-Mash for condition and gut health is also ideal for those with dental issues. It soaks in less than two minutes, is high in fibre and molasses free. It contains live yeast alongside prebiotic MOS and FOS to support digestive health.

Soaking in less than 60 seconds, SPILLERS SPEEDY-MASH Fibre forms an irresistible apple-scented mash. It helps to keep horses hydrated and digestive systems healthy. A safe option for all types, it’s high in fibre, low in starch and molasses free. It can be used as a partial or total hay replacer.

SPILLERS HAPPY HOOF is a low calorie, short-chop fibre ideal for those prone to laminitis. It has all the vitamins and minerals they need, plus biotin for hoof health and can be used as a total hay replacer.

SPILLERS High Fibre Cubes are low calorie and whole cereal free for good doers and box-resting horses and ponies. They contain prebiotics and probiotics plus a full range of vitamins and minerals to support health and well-being.

FOUR VARIETIES OF FIBRE

HorseHage comes in four varieties Ryegrass, High Fibre, Timothy and Alfalfa.

All are naturally high in fibre and low in sugar; customers can choose the variety that best matches the individual horse’s requirements.

HorseHage’s double-lined packing process reduces the risk of mould developing and contributes to the products’ stability.

Bales can safely be kept unopened for up to 18 months, says the brand.

HorseHage can be stored outside on pallets, while the bale size means they are easy to handle at the yard or away at competitions.

34 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

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FIBRE, FORAGE AND HAY ALTERNATIVES | ETN

Weight for weight

HayCare from Simple System is a good substitute for horses and ponies unable to eat hay.

Made from 100% pure high fibre Timothy grass, it’s naturally low in sugar and starch and is suitable for all horses.

Quick-soaking HayCare is ready to feed in 10-15 minutes.

It can be fed ad lib just like hay by replacing hay weight with the same weight of dry HayCare.

The RRP is £19.95 for a 20kg bag.

TURN UP THE VOLUME TopSpec High Fibre Mash is a high fibre, low calorie, yet voluminous blend making it an ideal mash for good doers or as a partial hay replacer.

The highly digestible fibre in this mash helps to promote the beneficial bacteria in the hindgut, therefore helping to maintain a healthy digestive system.

It soaks in five minutes to make an irresistible mash, ideal for horses and ponies that need or prefer a soft feed.

The more water added to the dry mash, the lower calorie the ‘as-fed’ mash will be. TopSpec nutritionists recommend adding at least two parts water to one part dry mash to result in a wet mash supplying 3.5MJ/kg.

SERVED WITH CARE

Deciding how to feed hay and haylage challenges horse owners nearly as much as choosing the forage itself.

What’s the best way to soak hay? How to prevent haylage being wasted by trampling into the bedding or mud? These are just two common questions answered by two innovative products from Stubbs England.

When it comes to soaking hay, most owners struggle to lift a soaked net out of water or tip the container to dispose of the used water.

Stubbs’ solution is the Soak ‘N’ Roll which does this wet, miserable job for you.

After soaking, the tank easily rolls over in two stages – the first to drain, the second to tip away the residue of water - with far less effort than a flat-bottomed container.

Big enough to hold a large haynet, it comes in red, blue, green, black, white and pink Stubbythene.

And when it comes to wasted forage…

Stubbs’ Slo-Grazer actually does much more than address that problem. It also slows consumption rates to support digestive health and help overcome stable boredom.

With a capacity approximately equal to that of a large haynet (7kg), it allows a horse to eat at a similar rate to grazing grass while encouraging the desirable ‘head down’ posture.

The Slo-Grazer has a hatch on the underside for filling. A plastic grazinggrid – which allows the horse to pick at the hay as he would grass – gradually lowers as the hay level is reduced.

There’s even a choice of grazinggrids; circular holes for slow grazing and extended slots for medium consumption.

Made in Stubbythene, the Slo-Grazer comes in red, blue, green, black or pink.

Fast-soaking premium fibre

Henry Bell & Co’s EquiGlo Quick Soak 10 Minute Beet is a premium fibre feed that helps to maintain condition and naturally supports healthy gut function.

It is made from micronized, unmolassed pure beet flakes and is quick and convenient to prepare with a 10-minute soak time. This can be reduced to five minutes when hot water is used.

A British-grown superfood, it is convenient and safe, and has an excellent nutrient profile for all horses and ponies. It is a source of highly digestible fibre, providing a slow release of energy.

Low in sugar and starch, with great palatability, Equiglo Quick Soak 10 Minute Beet can be used as a partial forage replacer and is perfect for older horses with dental issues.

Ideal for golden oldies

When veterans start to struggle with chewing and digesting the coarse fibres of hay, it’s important to provide another source of nutrients, especially during the winter months when the grass supply is limited.

Rowen Barbary ReadyFibre Mash is a specifically formulated hay replacer that ensures the veteran equine is receiving a set level of high-quality nutrients that do not alter with the seasons. It will not only provide the horse with high fibre levels similar to those of hay, but it’s also easy for the veteran to chew and swallow.

It only needs five minutes’ soaking (quicker with warm water) to form a soft-textured mash, which also helps maintain water intake. Its high palatability and soft texture encourage consumption in picky eaters and horses with poor dentition or appetite.

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EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 35

ETN | FIBRE, FORAGE AND HAY ALTERNATIVES

Versatile fibre option

British Horse Feeds’ Fibre-Beet is a versatile fibre option to add to a horse’s diet.

It can be used to replace ½ kg of hay when fed as a 1kg meal. However, this should only be done if other forage options are limited and should be broken down into several small feeds, to compliment the horse’s natural trickle feeding behaviour, says British Horse Feeds.

For horses with poor dentition, Fibre-Beet requires less chewing and gets fibre into their diets. It also provides nutrients to help them to maintain their condition.

Fibre-Beet is supplemented with biotin to support hoof, skin and coat condition.

The product is low in starch (3%) and sugar (5%), making it the ideal conditioning fibre without the fizz.

Because it’s soaked before feeding, Fibre-Beet also provides hydration along with key nutrients.

Fibre in action Fibre-Beet’s versatility is a popular choice for ex-racehorses.

At New Beginnings, a racehorse re-training charity set up near York in 2010 by Kevin and Pam Atkinson, all 30 horses receive Fibre-Beet as part of their daily diet.

New Beginnings is all about rehabilitating Thoroughbreds slowly and carefully before they go to suitable homes on loan while monitored by the charity.

Kevin is a fan of Fibre-Beet which he sees it as an important part of the process of moving the ex-racehorse to new way of life.

“Often the horses are used to having more hard feed and less forage, so Fibre-Beet really helps their digestive systems to adapt and settle,” he says.

“We see a great difference in the way the horses feel, look and behave when they are fed Fibre-Beet. It’s completely integral to how we work at New Beginnings.”

Since many ex-racehorses are prone to or have a history of gastric ulcers, Fibre-Beet’s accreditation to the BETA EGUS scheme is another plus.

WINTER WARMERS

TopSpec FibrePlus Cubes are ideal for good-doers or as a hay replacer.

The formula is cereal-grain-free, very low in starch and sugar, nonheating and contains good quality protein sources to help maintain muscle function and repair.

The highly digestible fibre in these cubes is a food source for the beneficial bacteria in the hindgut, therefore helping to maintain a healthy digestive system.

The digestion of the fibre in these cubes leads to a warming effect in the hindgut, which is beneficial to horses, especially veterans, in cold weather.

36 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

HIGH ON CHEWS, LOW ON CALORIES

Dengie Meadow Lite with Herbs, the brand’s newest and lowest calorie fibre feed, is suitable for good doers and those prone to laminitis.

Made from a soft, tasty blend of chopped grasses and highquality straw, it delivers plenty of chew time in the diet without additional calories.

Pea hull fibre is included. Providing a range of fibre types in the diet is beneficial for microbiome health, says Dengie.

Meadow Lite with Herbs is formulated as a straight feed with no added vitamins and minerals. Any amount can be fed alongside a balancer or vitamin and mineral supplement to provide a balanced diet.

The inclusion of cinnamon and thyme helps tempt fussy feeders, while the light rapeseed oil dressing promotes coat shine.

Postbiotics are included in Meadow Lite with Herbs.

Postbiotics describes inanimate microorganisms and/or their metabolites that have a health benefit to the animal that consumes them.

Studies have shown that the microbiome responds to the presence of inanimate microbes and their metabolites, says Dengie.

In humans, this would be achieved by eating fermented foods. For horses, it is important to use approved sources of postbiotics to ensure they are safe, efficacious and have a reduced risk of contamination with prohibited substances.

Dengie Meadow Lite is made from UK grown, non-GM fibres. The RRP is £14.99 for 15kg.

The pasture inside the stable Ideal for horses in work who have limited access to pasture, Baileys Ultra Grass combines dried UK-grown chopped grass with a very light dressing of soya oil.

It’s rich in fibre and has a moderate energy content, so it will contribute positively towards meeting daily fibre and calorie requirements.

And as it has no added sugar or molasses, it will not lead to excessive weight gain or fizzy behaviour.

The product can be used as a complete or partial replacement to the horse’s normal forage and it’s so easy to feed, as it’s free flowing when tipped from the bag.

But, even better, horses find it very tasty and appetising - in fact, it’s like bringing the pasture into the stable. The RRP is around £18.80 for 18kg.

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ETN | EQUINE TREATS AND LICKS

Go on, give them a treat…

They bust boredom, reward good behaviour, make owners happy and create impulse buys. Just some of the reasons to stock equine licks and treats…

Fruits of the forest

A great impulse buy idea, Cavalor Fruities will tempt customers as much as they will love treating their horses.

In a delicious forest fruit flavour, they come in a 750g pack, RRP around £6.50.

Bags of treats

NAF has bags of treats to tempt every horse and pony – and delight their owners.

NAF’s Blueberry & Banana treats, Valegro’s favourite, combine the delicious flavour of banana with natural blueberry.

NAF Minty Treats are formulated with real peppermint. Highly palatable and smelling delicious, they’re ideal as a reward or training aid.

NAF Cherry Treats combine the delicious flavour of cherry with natural rosehip and beetroot, creating a tasty fruity treat that horses love.

NAF Hedgy Treats deliver real hedgerow herbs for a healthy and delicious treat. They’re ideal to feed every day or just now and again as a reward or training aid.

NAF Appy Treats feature real apple, a flavour popular with all equines.

NAF treats have RRPs of £4.75 for a 1kg bag.

MINTY MARVELS

Horses and ponies just love Henry Bell & Co’s EquiGlo Minty Horse Treats!

These tasty little nuggets are low in calories and made from mint herb and natural fibre sources.

Perfectly suited to equine snacking without throwing a horse’s regular diet off balance, they make a welcome treat for all equines.

EquiGlo Minty Horse Treats are available in handy 1kg packs.

ECO-FRIENDLY CARE

Besties from Lincoln Horse Care come in new eco-friendly sustainable, recyclable packaging.

The tasty, apple-flavoured treats are a great way for owners to show they care.

Besties are suitable for hand feeding or use in a treat ball. They’re available from Battles.

Made for sharing

Equerry Minty Treats are delicious, fibrebased nuggets, low in sugar, non-heating and cereal-grain-free.

They’re perfect for putting into treat balls to help keep horses occupied, feeding by hand or adding to feeds – and for when a horse deserves a little reward.

At £16.95 for a 20kg bag, they’re great for sharing around the yard.

WORTH THEIR SALT

Tasty encouragement

Being low in energy, starch and sugar, Dodson & Horrell’s Encouragemints are suitable for all horses and ponies.

They fit in treat-balls to help reduce boredom when stabled and are the perfect encouragement for stretching exercises.

For those wanting a nutritional treat, D&H’s Equi-bites are fortified with vitamins and minerals. They can be fed alone to balance a diet, or as a top-up of the general diet.

38 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

Himalayan Salt Licks from NAF provide a form of salt as pure and natural as the day it was mined in the mountains of the same name.

Horses and ponies require supplementary salt daily, says NAF, and like all grazing animals will self-supplement to meet their needs.

Himalayan Salt Licks hung in the stable and field allow access to the purest form of salt, without unnatural flavours that can encourage greediness.

RRPs are £3.50 small, £5.50 medium and £6.99 large.

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GOING BANANAS

Rockies has launched a 2kg banana flavoured Health Lick and will soon add a 5kg lick size to its range.

The company specialises in high-quality, hard-pressed salt licks for horses and other animals.

Rockies’ new banana flavour was highly commended in the BETA International 2023 New Product Awards in the feed, supplements and forage category.

“We’re really delighted to launch this new product and were so excited to hear the positive feedback on the stand at BETA International,” said Apryl Biddle from Rockies.

“Banana is a flavour that many horses love, and one that we found had great feedback when we were testing this new product in the field.”

The new Banana Flavoured Health Lick combines salt with minerals and trace elements to help support good health in horses and ponies. It’s free from molasses and sugar.

Rockies’ new collection of 5kg Flavoured Health Licks provides a cost-effective option to supplement a forage diet for multiple horses.

Horse toys get chic

The new black Bizzy Ball from Bizzy Horse is a stylish addition to equine playtime.

Whether a horse is in the stable or out at pasture, the Bizzy Ball can be used in conjunction with the Bizzy Lick, available in four flavours, as a distraction or to relieve boredom and stress.

Using the Bizzy Ball also encourages horses to lick and chew, says Bizzy Horse, stimulating saliva production. The RRP is £32.50.

British made Bizzy Horse products are available from Trilanco, Battles and Jenkinsons Equestrian.

ON THE BALL

It’s probably the most robust treat ball on the market, says Stubbs England of its Horsey Ball.

And to prove the point, the same balls that featured in a Stubbs video, shot in Switzerland ten years ago, are still in daily use!

The Horsey Ball meets two other demands of any product left in a stable with a horse – it’s simple and safe.

With just one hole for easy filling and slow discharge, there are no plugs, stoppers or other removable parts to lose or break.

As far as equine entertainment goes, the lumpy-styled ball seems to have a mind of its own and rarely goes in a straight line.

Moulded from ultra-tough Stubbythene - which is tested for impact strength at icy temperatures, this tough stable toy comes in red, blue, green, purple or pink.

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ETN | BOOTS, SOCKS AND GLOVES

Warm from top to toe

Products for warm hands and toasty toes are top of many a shopping list just now. Boots, socks and gloves make great Christmas gift ideas too.

HIGH KICKING VALUE

New and improved Gateley boots from Gallop Equestrian will have your customers kicking up their heels in delight.

Upgraded for 2023 – even the box is smarter and stronger than previously, these high-quality windproof, breathable, waterproof leather boots come with standard or wide calf fittings.

The Gateley has a lace-up side for extra fitting flexibility, plus a rear zip and Velcro fastener. The soft, supple leather makes them instantly comfortable.

With an RRP of £79.99, Gallop reckons they’re the best-priced country boots on the market. The Gateley comes in sizes 4 to 9.

Timeless classic

LeMieux Pro Touch Classic Leather Riding Gloves provide optimum grip.

Integrated ventilation holes deliver superb breathability and an excellent close contact fit. There’s a hook and loop closure for a comfortable wrist fit.

Perfect for competition or schooling, these gloves are touch screen compatible.

With an RRP of £34.95, colours are black, tan or brown.

STORAGE SOLUTION

Practical comfort

These Walkerz walking wellies are like no others on the market, as they combine practicality, comfort and visual safety. Fully waterproof, they’re made from durable neoprene and rubber, and, being insulated they’re warm to wear however cold the weather. They also feature reflective detailing and trims, which provide a 360º visibility – night and day.

Putting the boots on is easy thanks to the sloped design which has two pull-on levers and, when it’s time to remove them, kick-off spurs on the heels eliminate the need for a boot jack and prevent muddy hands. Plus, they look good, too.

40 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

Wet, muddy wellies are a grim winter reality at every back door and porch.

So offer your customers a great storage solution – and means to wash and dry their wellies too – with this Porcupine Rack from Stubbs England.

The compact, free-standing rack stores four pairs of boots while taking up minimal floor space.

Made with wrought iron safety knobs and feet on a Stubbyfinecoated tubular steel frame, it looks good on any threshold.

The Porcupine Rack works well inside - and outside too where it can used to hold up-ended boots while the mud and muck are hosed off.

Well heeled

Slimline Equetech E-Tech Performance Socks support the heels and arches.

Made from anti-microbial yarns, with moisture-wicking properties, they have protection panels to the heel and foot and the Equetech logo to the back.

Perfect for year-round riding and yard activities, they’re sold in sets of two pairs.

The RRP is £16.95 and colour choices are grey, navy and peacock blue.

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BOOTS, SOCKS AND GLOVES | ETN

FUN FOR FEET

LeMieux Footsie Socks are great fun for funky riders and come in a variety of designs.

A padded sole provides a soft cushion while elasticated sections around the foot give stability and support.

Extra padded protection around the ankle prevents pressure points under riding boots. On the calf, they’re ultrathin to reduce bulk.

Made from moisture-wicking yarn, the Footsie keeps feet comfortable year-round.

RRPs are £8.95 for junior sizes and £9.95 for adults.

Riding the storm

Equetech Storm Waterproof Riding Gloves are the ultimate winter hand-warmer.

Thin enough to keep a good contact when riding, they incorporate all the latest weatherproof features.

The multi-layer glove features a waterproof and windproof outer shell, a mid-layer waterproof membrane, cosy inner micro fleece lining and complete grip palm with reinforced areas for the reins.

Touch screen finger conductive panels enable use with smartphones. An elastic wrist support with Velcro tab and zigzag stretch over the top of glove encourage a perfect fit.

In black only and a range of sizes, the RRP is £39.95.

VERSATILE SLIP-ON STYLE

The Ripon slip-on ankle boot from Chatham’s new winter collection offers substance and style.

The good-looking waterproof boot boasts a sole with spring Poron performance cushioning for maximum comfort. It’s available in dark brown with an RRP of £120.

Chatham’s latest collection of women’s country and lifestyle footwear ranges from stylish knee-highs to classic Chelsea boots.

The British brand has also introduced a new sport fitting for women, with a wider design and adjustable fit on selected styles.

For men, Chatham has versatile lace-up boots though to cosy slippers and essential everyday shoes.

Ice breakers

Hy Equestrian’s Polartec Glacial Riding Gloves are made with Polartec material – so they’re wind resistant, soft, warm and extremely elastic.

The Polartec fabric also gives these gloves excellent wicking properties for comfort.

With grippy, siliconised palms and fingers for extra grip on the reins, these gloves are non-bulky and perfect for riding in the colder months.

They’re available from Battles.

FINE IN THE FIELD

The EGO7 Orion Field Boot combines style with the latest technology.

There’s an elastic, laced front for a classic, elegant look, plus a sculpted calf design and EGO7 logo detail.

Available in black or brown, the RRP is around £315. The UK distributor is Zebra Products.

Ultimate Christmas socks

New Santa socks from Cavallo feature a Father Christmas, shimmering snowflakes, reindeer and a Christmas tree design.

As well as fun, they’re functional for riders with a padded foot for extra comfort.

Available in dark red and dark blue, the RRP is around £19. Cavallo is distributed in the UK

by Zebra Products.

Sustainable handiwork

The lightweight uvex vida planet riding glove offers UV protection and outstanding grip when wet.

It’s made from 55% recycled components, including the nylon on the back of the hand. The abrasion-resistant material on the palm is made from recycled water bottles.

Elasticated for dexterity, they’re available from Zebra Products in black/olive, black/black and black/brown. The RRP is £36.99.

CONTINUED OVER THE PAGE

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EQUESTRIAN TRADE NEWS NOVEMBER 2023 | 41

ETN | BOOTS, SOCKS AND GLOVES

A bit of bling

FOR WATERPROOF WALKS The Shannon H20 is one of the most popular of Tredstep’s range of country boots.

In sumptuous oiled nubuck, with a full-length YKK brass zip and expandable gusset, the boots are 100% waterproof to the cuff and have a Coolmax-lined, cushioned footbed.

Available with or without a faux-fur lining and cuff, the Shannon H2O retails at £289/£299. The UK distributor is Shaws Equestrian.

STRIDING OUT

Walking boots in Hy Equestrian’s new collection are waterproof with all-terrain grip soles.

Your customers can choose from the lace up Wetton, zip Cromford or jodhpur boot style Crowden.

These boots are perfect for days at the yard, walking the dog or strolls in the countryside.

A padded inner sole and breathable lining ensure all-day comfort.

Hy Equestrian is available from Battles.

Coming soon

Classified

in ETN…

Looking to expand your country clothing range?

Contact Baleno to stock traditional high-performance clothing e: info@balenoclothing.com t: 0032 51 74 15 73

JANUARY 2024 ISSUE • BEDDING – gallery • HOOF CARE PRODUCTS – gallery • PETS AND WILD BIRDS – gallery • MARKETING AND PR – including media directory • AMTRA accredited CPD feature on hoof care Submissions for editorial should be emailed to editor@equestriantradenews.com before 23rd November For more information, contact Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk

42 | EQUESTRIAN TRADE NEWS NOVEMBER 2023

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Photo: Ladanifer/Shutterstock.com

CLOUD POS ECOMMERCE

Pikeur’s cotton-rich Argyll-pattern socks come in the autumn colours of blueberry, mulberry and chocolate to tone in with seasonal wardrobe hues.

They retail at £19.95 per pair, and are distributed by Shaws Equestrian.

A Pikeur collection always has a bit of bling, so socks with rhinestones and metallic applications are also on offer.

WALKERZ: A STROLL IN THE DARK Walkerz® are neoprene/rubber, waterproof/insulated walking wellies like no other on the market. With reflective detailing and trim enhancement they provide 360º visibility - night and day. But that’s not all. Walkerz® provide total ease of fitting and removal. Collar roll down is eliminated at fitting thanks to the sloped design which accommodates two pull on levers. Removal is made easy with heel kick-off spurs.

Like most good ideas, simple. They look great too!

• Reflective walking welly like no other on the market • 360º reflectivity • Buckbootz renowned BBZ neoprene/ rubber combination.

Enhanced comfort and durability.

• Unique slope collar incorporating reinforced lever-on openings.

No more boot top roll in when fitting.

• Lever-off heel spurs • Max grip/anti slip rubber outsole • Super cushion insole • Black/Silver or Green/Silver • Sizes 3-13

Go to www.buckbootz.com.

For more product and stocking information call 01382 82 82 00 or email info@buckbootz.com