ETN - Equestrian Trade News - November 2014 by ETN (Equestrian Trade News)

Equestrian Trade News

November 2014 T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

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Volume 38, No 11 Monthly

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Comment WHO says face to face retailing is out of fashion? Having recently ordered some boots for my husband over the internet, I got jittery because the website hadn’t asked me for delivery details, so I telephoned the retailer. It was an unanswered mobile number...by now I’m getting worried. Was the site legitimate? Had a lost my money? A man phoned me back within minutes. Yes, he had received the order and postage was included in the price, he reassured me. Then – because I can never resist asking people ‘how’s business’ – he began telling me about how he trades at horse and farm sales all over the UK. He talked of his sadness at the demise of Melton Mowbray sales and explained how prices for store cattle were really strong this year in the north of England. He’d just called at Settle market on his way back from Scotland where he tours the Highlands and islands with his wares. When he arrives by ferry on some of the more remote Scottish islands, he said, he’s literally mobbed by customers who’ve heard that “the boot man is here...” So why don’t these far-flung customers buy over the Internet? I asked the question, but in my heart I knew the answer. They like to meet up with someone who’s become an old friend, hear the news, have a moan about fuel prices and the weather - and get kitted out for the winter. But what they like most is the fact that someone has made the effort to go and see them. THE EU Commission has just released proposals to revise the law on veterinary medicines. Should this happen, it’s possible that suitably qualified retailers’ ability to prescribe and supply wormers might be threatened. But who better than BETA – the body that secured ‘saddlers’ rights’ in the then new legislation more than 20 years ago - to fight their corner? I COULDN’T believe it when I was invited to a fireworks party by an equestrian company. Yes, it was in aid of a laudable charity – but quite how anyone even remotely involved with horses can think fireworks are a good idea is beyond me. And, no, I’m not being a kill-joy. It’s just that I’ve spent too many noisy November evenings fretting over my horses’ well being. KNOCK, KNOCK...have you heard the one about the waste disposal expert who thinks riders should pick up their horses’ droppings when they’re out hacking on the roads? It’s just one item – among other more serious topics – to be found at www. equestriantradenews.com or call Nicki Lewis on 01937 582111 to sign up to receive ETN’s weekly newsletter.

Liz Benwell

CONTENTS

NOVEMBER 2014

NEWS......................................................................... 4 PRODUCT NEWS..................................................... 11 WINNING WINTER WARDROBES COVER STORY Boots, socks & gloves to go................................... 16 SPECIAL REPORT Feed company’s first Winter Trade Conference....... 20 DEALING WITH DIFFICULT CUSTOMERS COVER STORY New series: business consultancy with Laurie May...................................................... 22 PEOPLE ................................................................... 24 HORSEY TREATS Ideas to make horses happy.................................. 25 BETA INTERNATIONAL 2015 PREVIEW The countdown to the world’s leading equestrian trade fair starts here............ 28 FIRED UP ABOUT FIBRE COVER STORY AMTRA accredited SQP CPD feature and quiz..... 30 Beyond the bale...................................................... 32 Fibre feeding: the latest products........................ 36 2014 BETA CONFERENCE & AGM COVER STORY Report, reaction and pictures............................... 42 2015 BETA BUSINESS AWARDS PREVIEW Find out how to get nominated – or put forward your favourites........................... 44 BETTER BUSINESS Leaving customers ‘on hold’................................. 46 SPONSORS & SHOWS............................................. 48 COUNTY COURT JUDGMENTS................................ 50 FRONT COVER: This month’s delightful image comes courtesy of performance clothing label Equetech. From the head down, it shows the Contour Knit Headband (RRP £5.50), Cosy Zip Top (£41.95) Snaffle Breeches (£83.50) and Riding Boot Socks (£15.50 for pack of three). For more details, visit www.equetech.com or telephone +44 (0) 1296 688966.

News

Big brands sign up BATTLES is to sponsor the visitor bags at BETA International 2015 with its Hy brand. The Lincoln based wholesaler is a longstanding exhibitor at the trade fair. Meanwhile HorseQuest will put its name to the exhibitor bags distributed by the organisers at the show. The online equine sales site is exhibiting at BETA International for the first time.

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Now Aldi’s offering winter stock BUDGET supermarket Aldi launched its latest ‘specialbuys equestrian’ range on 26 October. The ‘once it’s gone, it’s gone’ stock includes a ladies’ training jacket at £19.99, fleece at £6.99, multi-purpose boots at £12.99 and reversible hi-viz gilet (£14.99) Children’s jodhpurs are from £7.99 with kids’ fleeces at £4.99.

Sub-supplying retailer’s account axed A RETAILER who broke Animalife’s ‘no online sales’ rule by subsupplying an e-commerce website has had its account with the supplements company terminated. The firm behind Vetrofen and Vetroflex launched its Accredited Retailer scheme earlier this year to support bricks and mortar stockists. Nearly 250 businesses have since signed up to the initiative which requires agreement to terms and conditions and approval by Animalife. “Recently it was discovered that an Accredited Retailer was subsupplying products to one of the biggest online equestrian retailers in the UK,” said Animalife in a statement. “The unfortunate result of this has been termination of the account in question.” Animalife is constantly checking that its terms are adhered to by stockists, said director Ross Riley. “I’m disappointed that a few accounts can cause bad feeling amongst the team of Accredited Retailers. “We feel it’s our duty to conduct fair business with all of our partners – especially as so many of them are working with us to adhere to the conditions and promote our products to their customers.” Retailer Helen Pattison of Leighs Animal Feed Store in Winwick near Warrington was among those quick to praise Animalife’s “proactive approach.” She said: “We’ve been part of the scheme since it started and have been really impressed with the level of support received.” Serena Jones from Accredited Retailer Millbry Hill’s Stokesley, North Yorkshire head office added: “I would highly recommend the informative staff training, attractive point of sale and the professional service we receive. “Overall the level of support has been great and sales have reflected this.”

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

NOVEMBER 2014 EQUESTRIAN TRADE NEWS

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

Allen & Page........................................................................33 Animalife.........................................................................3 & 7 Back On Track.......................................................................23 Baileys Horse Feeds..............................................................35 Battles..................................................................................13 BETA International................................................................41 Bliss Bedding........................................................................26 British Equestrian Directory....................................................47 British Horse Feeds...............................................................36 Buffera...................................................................................5 Classified..............................................................................49 D C Digital..............................................................................8 Dodson & Horrell Limited......................................................38 Ekkia......................................................................................9 Equerry Horse Feeds.............................................................39 Equestrian Management Consultants....................................47 Faulks & Cox Ltd...................................................................43 Hilton Herbs.........................................................................25 Horslyx.................................................................................29 Jenkinsons Equestrian...........................................................21 John Whitaker International..................................................17 Kanyon Footwear.................................................................19 Life Data Labs Inc.................................................................28 Montar...................................................................................6 Nettex..................................................................................27 Sherwood Forest/Puffa......................................................... IFC Snowhill Trade Saddlery.......................................................IBC South Essex Insurance Brokers.................................................5 Spoga..................................................................................10 SSG Riding Gloves............................................................. OBC Stable Environment...............................................................11 TopSpec...............................................................................37 Youngs Animal Feed.............................................................34 Web Directory......................................................................50 Zoetis...................................................................................15

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Barnsby assets acquired SPORTS brands company The Sports HQ has bought the Barnsby brand. The deal, orchestrated by Handmade in England since 1793 intellectual property (IP) specialist Metis Partners, includes the Jabez Cliff name too. The 221 year old Walsall based saddle maker collapsed into administration this summer. Assets in the Jabez Cliff sale include a range of registered and unregistered trademarks, rights in the company’s designs, organisational knowledge, domain names and the e-commerce website content. The Sports HQ trades via its e-commerce website at www.thesportshq. com. It’s part of Worcestershire based S247 plc which also has operations in the USA, Australia and Hong Kong. It owns brands such as Woodworm, Forgan, Prosimmon, Young Gun, Confidence and Ciro Citterio. Simon Millington, chief executive of S247, said: “We’re passionate about developing the finest products and we’re constantly looking to purchase great sporting brands. “Barnsby and Jabez Cliff are names with a great resonance among the sporting public and we are thrilled to have been able to add them to our extensive portfolio.” Nat Baldwin, of Metis Partners, who organised the global marketing drive leading to the sale, said: “We are delighted to have been able to produce such a successful result for the Jabez Cliff name and the Barnsby brand. “The company has strong links with the British military and royalty and even made footballs which were used in four FA Cup Finals and the 1928 Olympic Games. “The buyer has an excellent reputation for recognising the value in such brands and keeping them at the forefront of public attention.”

Supplier is manufacturer of the year

TANGERINE HOLDINGS, the company behind the Carr & Day & Martin horse care brand, has been named Lancashire’s Manufacturer of the Year. The accolade was presented during the BIBAs (Be Inspired Business Awards) at the Blackpool Tower Ballroom. Tangerine Holdings manufactures 85% of the products it sells at its Lytham factory, said company chairman David Haythornthwaite. “We currently export products to 46 countries and have our own fully owned subsidiaries in Ireland, Spain and Germany. Our exports continue to grow and now account for 42% of our sales,” he added. Tangerine Holdings, which also owns the likes of VetPlus, AgriLloyd and Farm Sense, has invested more than £3,000,000 in the business over the past eight years. Earlier this year, Carr & Day & Martin won an ETN sponsored BETA International Innovation Award for its Equimist 360 spray dispenser.

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EQUESTRIAN TRADE NEWS NOVEMBER 2014

News

Retailers warned of business rates hike BUSINESS rates could rise by as much as 2.3% next year. The warning follows the Office of National Statistics’ (ONS) announcement that the Retail Price Index (RPI) for September rose by that amount. And it’s the RPI that’s normally used as the basis for calculating the next year’s increase in business rates. “This is a painful time in a retailer’s annual calendar as they are reminded of the ever-increasing burden of business rates,” said Helen Dickinson of the British Retail Consortium. “This rate only ever goes up. “Retailers welcomed the steps taken by the Chancellor in last year’s Autumn Statement to mitigate these increases. It’s essential that business rate increases are capped again.”

Trade catalogues come home TRADE catalogues of products made by Walsall companies from the Victorian era to the 1970s can be seen at the town’s Leather Museum. The volumes have been donated to the museum by the widow of an Australian saddlery business owner. Len Hill’s family wanted the 50 catalogues to ‘come home’ from Australia. Many of the illustrations of saddlery, bits, horse clothing and grooming products are in full colour and very detailed. In honour of Mr Hill, the donation will be called The Len Hill Collection and will be permanently preserved in the museum`s catalogue collection. The archive is regularly consulted by designers from the likes of Mulberry, Ralph Lauren, Hermes and Anya Hindmarch seeking inspiration for their products. Leather museum curator Mike Glasson said of the Len Hill Collection: “This is a really rare and valuable collection providing a unique insight into the products made by Walsall leather companies over the last 100 or so years.” Visitors can see some of the catalogues in a new exhibition In the Leather which runs at Walsall Leather Mueum until 10 January next year.

BETA takes centre stage BETA is sponsoring the main arena at Your Horse Live which takes place at Stoneleigh Park on 8/9 November. The trade association will put rider safety under the spotlight as it celebrates the 30th anniversary of its first retailer training courses to fit riding hats and body protectors.

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Clothing company ditches “cruel” duck down EQUESTRIAN fashion label Equetech has ditched duck down in favour of manmade filling for its latest seasonal collection. The switch has been made on moral grounds and following customer feedback, says managing director Liz Hayman. “The process in which duck down is collected is cruel and unnecessary,” she added. ETN understands that the “cruel” aspects of duck down collection occur when birds are plucked while still alive, as opposed to following their slaughter for meat. It was Equetech’s concern that they could not guarantee a consistent source of duck down that caused the company to stop using it. “Advances in technical fabrics now mean that you can still have an exceptionally warm coat or jacket without using feathers,” said Liz. Equetech’s new coats and gilets incorporate polyester ‘down feel’ material. Pictured is the Whaddon quilted jacket.

Study reveals benefits of beta-glucans A LONG-TERM study of race horses has endorsed the efficacy and safety of a beta-glucan as a feed supplement. The double-blind, placebo-controlled study shows the efficacy of oral beta-1,3/1,6-glucan to improve immune function, it’s reported by the website All About Feed, Supplementation of beta-glucans improved the horses’ immune response. Researchers also found that long-term supplementation of beta-glucan is safe. • See Product News in this issue of ETN for more on beta-glucans.

Waitrose moves into pet sector – and horses could be next WAITROSE has moved into the pet sector – and the equine market could be next. Some 9,000 pet products are on sale at www.waitrosepet.com – an e-commerce site the upmarket supermarket runs in partnership with Monster Pet Supplies. In a statement, Waitrose said: “Looking to 2015, the waitrosepet.com offering will expand to include reptile and equine products.” Products currently include 60 Waitrose own-brand lines, spanning foods and accessories for cats, dogs, birds and fish. The site also offers a telephone advice line and free delivery on all orders over £30, with a repeat ordering service.

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News

The view from the saddle Thinking of approaching a rider to promote your product or business? ETN asked some old hands at brand endorsement how they make it work. SIR Mark Todd Sir Mark and Rodney Todd takes a Powell’s recent sales call at Westgate EFI visit to Westgate EFI’s Kent headquarters was the latest chapter in the story of two rider/supplier partnerships that go back quite some time... Rodney Powell Body Protectors date back to 1991, making it one of the earliest examples of equestrian celebrity branding. “I’d just won Badminton and was approached by Roger Cooper of K.C. Sports,” said Rodney. “I came to know and trust Roger, which is one of the most important factors when you’re putting your name to something, especially given the technical nature of body protectors.” Rodney continued to work with ‘his’ body protectors when WEFI picked up the brand. “WEFI come up with the designs and my input is from a practical viewpoint,” he said. “For me, it’s important that the quality and comfort levels are right and I like to understand how the products are made, as well as giving feedback. Beyond that I leave them to it. “They are the experts and you have to be immersed in the industry to keep abreast of all the rules and regulations, not to mention the complexity of testing. “Seeing the set-up here in Kent and at the factory in Somerset shows you that there is much, much more to any product than just putting your name to it.”

Time and resources Mark Todd agrees: “There’s no way realistically that a professional rider has the time or resources to produce and distribute their own brand. “The number of size options, colours, stock and investment required is immense, so trust and a good working relationship are vital.” The Mark Todd Collection was founded in the mid-1990s, when Mark was sharing a yard with fellow event rider Bruno Goyens, now joint managing director with Ed Vant of Westgate EFI. Bruno had already set up his own company, EFI, and had contacts in manufacturing, so with Mark’s profile as a popular rider well established, teaming up was a natural progression. The brand started out with travel boots and horse rugs which were trialled on the yard until Mark and Bruno were happy with the designs. Some are still used today, although fabric technology has advanced in the intervening years. Later on came breeches and footwear, with expansion into casual clothing and leatherwork following EFI’s merger with equestrian distributor Westgate in 2006. “I use my branded products extensively and WEFI regularly send me samples for the yard,” said Mark. “I tell them if there’s something particular I think we should try, but it’s not my job to understand the materials, source the best prices and keep tabs on the latest trends. “The team at WEFI are at the sharp end when it comes to manufacturing, working with retailers and understanding the customer. I do give feedback, though; it’s my name on the products at the end of the day.”

Riders: before you endorse a brand... l Work with a company that you can trust with your name. That relationship is so important and you need to share the same values, especially when it comes to quality. l Good distribution is essential. You need a manufacturer with a sales team that is focused on getting your products into the shops. l Make sure the brand is of a quality that you’re happy to use but understand that not every item is going to be designed with you in mind. Many professional riders work on a tight budget and tend to buy essential kit; however manufacturers and retailers want decent turnover, so accept that some products will be designed for the mainstream market. l Be interested in your brand and be prepared to put in time at events or in-store where possible, signing autographs and meeting people.

Rodney Powell (right) with WEFI’s warehouse manager Dan Nicholls.

NOVEMBER 2014 EQUESTRIAN TRADE NEWS

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EQUESTRIAN TRADE NEWS NOVEMBER 2014

News

Weatherbeeta “sorry” to lose Mullavey MICHAEL MULLAVEY, who has left Weatherbeeta after 28 years, is to start his own business outside the equestrian industry. Ellen Bates, Weatherbeeta’s general manager, said that Michael – the wholesaler’s marketing manager and a long standing BETA Council member – had parted on good terms. “Mike started with Weatherbeeta as a teenager in our warehouse in Melbourne, before moving into sales and marketing and then 19 years ago came across to the UK ‘for a couple of months’ to help set up our then new UK business,” she said. “Of course he stayed a fair while longer than that and has been an integral part of the management team in the UK throughout our growth to the business we are today. “We are very sorry to be losing him from the team and wish him every success in his future endeavours,” said Ellen.

Hat cameras banned BRITISH EVENTING (BE) has banned the wearing of helmet cameras at its affiliated competitions. It has also engaged Transport Research Laboratory (TRL) to undertake a report into the safety of the devices. “BE is being prudent in suspending use of helmet cameras if there is even the faintest suggestion that their presence could compromise the helmet and the protection offered,” said BETA’s chief executive Claire Williams.

NEWS IN BRIEF HE full range of Pure Feed products became available to order • Tthrough Countrywide stores from last month. S PART of its £2.3 million investment, agricultural co-operative • ACornwall Farmers has started work on its flagship store at Threemilestone Industrial Estate, Truro.

PORTS Direct has acquired an additional 4.6% stake in Debenhams • Sfor £33m, giving the sportswear retailer an 11.2% interest in the

department store chain. Last year, Sports Direct acquired a significant stake –reported to be 51% - in equestrian retail giant Robinsons.

INCOLNSHIRE feed manufacturer Marriage’s has achieved BETA • LNOPS status. The company, which produces coarse mixes, linseed

meal and micronized flakes, joins a number of other manufacturers signed up to the scheme launched by BETA to help reduce the risk of naturally occurring prohibited substances entering horse feeds.

EED supplier BOCM Pauls had rebranded as ForFarmers, of which it • Fhas been a wholly-owned subsidiary since 2012. ForFarmers has an annual production of approximately 8.5 million tonnes, a turnover of more than €2.6 billion and 2,200 employees.

OB OWER of College Farm Saddlery, Finchley, north London is the • Rwinner of a luxury hamper. His was the first name drawn from all those who completed ETN’s readership survey.

HE Association of British Riding Schools (ABRS) has achieved • Tcharitable status in this, its 60th year.

H ORSE & HOUND publisher IPC Media has been rebranded by parent • company Time Inc to Time Inc. UK. IPC Media has also changed its legal name, to Time Inc. (UK) Ltd.

RE-TAX profits at Hunter Boot are up by almost 8% to £14.6m. • PTurnover is also rising, up by around 10% last year at the firm that made its name in wellies branches out into clothing. It opened a Regent Street store in London at the end of last month.

DA volunteer pony Bobbysocks has been crowned BETA Year of • Rthe Horse. The 12.2hh gelding won a competition run by the trade

association as part of the 2014 Chinese Year of the Horse celebrations, Nominations rolled in via participating tack shops and BETA’s presence at shows and events.

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Product News

Everyday leg protection

NEW Elico Langley neoprene brushing boots have padded, contoured strike pads with recessed stitching and double hook and loop closures. Perfect for everyday use, they come in black, blue, purple and pink and three sizes. The RRP is £14.95 They can be teamed up with Elico Kirkby scallop bell boots. Also in neoprene, with double touch/close fastenings, they come in black cerise, purple, green and blue. In three sizes, the bell boots have an RRP of £13.95 t Jenkinsons 01924 454681

Jumping and mounting made easy THE Stubbs Up & Over, new from Abbey England, is a handy, all-in-one jump stand and mounting block. Made in tough, lightweight and rot-proof Stubbytheme with rope handles for easy manoeuvring, it has a slip resistant surface for safe mounting and three shallow cups to support jump poles. Available in red, blue, pink or yellow, the Stubbs Up & Over retails at around £75. t Abbey England 01565 650343 ETN says: This product is a great idea. When riding with poles, how annoying it is to have to keep finding a mounting block every time you get off to adjust one. But we also wanted to explore the safety implications of the way the jump poles are supported by the Up & Over – and how easily they would ‘give’ if hit by the horse. Chris Bradwell from Stubbs explained that careful research – including testing models in plywood and then the finished material – had been part of the manufacturing process. “Only a small part of the pole, as little as half an inch, needs to rest on the mounting block,” he explained, “which means that if it’s hit, the pole will simply dislodge and fall to the ground. In our view, the Up & Over is much safer in this respect than jump stands that contain the pole within a hole.” ETN also asked a highly qualified riding instructor for her view. “At first I hesitated about the health and safety aspect of using it in the riding school, but it’s such a good idea that I’m sure it’s fine if used properly.”

Product News In case of acid attack NEW TopSpec UlsaKind cubes are formulated to be highly sympathetic to the equine digestive system - even when it’s compromised by excess acidity. The formula is very low in starch and sugar and high in fibre - but still has a conditioning index of 12MJ/kg making these cubes both nonheating and conditioning. TopSpec UlsaKind cubes are ideal in those circumstances where the internal surface of the stomach has been eroded. This is because they contain very high levels of β-glucans [beta-glucans] which coat the stomach lining with a protective film. β-glucans also slow the rate of passage of feed through the stomach and intestines. In the stomach, this means that the periods of time when the stomach is empty - and therefore highly acidic - are reduced, say TopSpec nutritionists. The slow passage of feed also means that the small intestine has more time to absorb nutrients, reducing the levels of carbohydrate reaching the hindgut and potentially leading to excess lactic acid production. This effect is augmented by the addition of a source of pectin to the formula. The β-glucans in TopSpec UlsaKind cubes also bind to sugars in the intestine, slowing their absorption and so lowering the glycaemic index of the feed. The formula also contains 1% of a marine-derived ingredient with established buffering properties. This calcium and magnesium-rich substance has been scientifically proven [references available] to reduce the environmental acidity under simulated in vitro equine stomach digestive conditions for up to six hours. Omega 3 fatty acids are provided by two sources of linseed and the ratio of Omega 3:6 is higher than in most traditional horse feeds. Omega 3 fatty acids are less inflammatory than Omega 6 fatty acids. Soya oil is included in the formula as it has been proven to soothe eroded areas of the stomach lining. The highly digestible fibre in these cubes helps to promote the beneficial bacteria in the hindgut therefore further helping to maintain a healthy hindgut environment. Sodium, calcium and magnesium are added to the blend to provide the correct level of these major minerals. The calcium and magnesium also help slightly to negate excess acidity in the stomach. TopSpec UlsaKind cubes are also suitable for horses or ponies requiring a low-starch/high-fibre diet for other reasons. The product comes in 20kg bags with an RRP of £12.50. t TopSpec 01845 565030

12 In the pink

WESTGATE EFI has added a number of pink pony rugs to the Mark Todd Collection. The light and medium-weight turnouts, medium stable and fleece rugs come in eye-catching raspberry with subtle grey trim. Existing ocean blue and navy versions remain available too. t Westgate EFI 01303 872277

Safety specialist launches clothing range

Are you sitting comfortably? MAGS Roxburgh developed the Block the Shock Saddle Seat following a riding accident that left her with a fractured back. “Riding became a painful experience,” she said, “I wanted to design something comfortable in case of unexpected impact such as my horse tripping.” Mags bought and tried many different seat pads without success. Then by chance she met the manufacturer of a memory foam seating product for disabled people. “He explained how different foams work in different temperatures, so I selected one that stayed pliable in extremely cold conditions,” she said. “I made a prototype for myself; now I find riding more comfortable than sitting in a chair.” After launching the product this summer, Mags says sales have already exceeded her expectations. She’s particularly had great feedback from riders with previous injuries who needed a product to make riding more comfortable. t Stable Environment 01422 310483 NOVEMBER 2014 EQUESTRIAN TRADE NEWS

CHAMPION – the label best known for its riding hats and body protectors – has introduced a clothing range. The famous Champion laurel leaf logo appears on a jacket, hoodie, polo shirts, socks, cross country top and baseball cap. The collection, developed by Champion brand owner Finest Brands International (FBI), highlights technical fabrics and streamlined silhouettes. The Aintree blouson jacket is waterproof and breathable, with taped seams and an anti-pill fleece lining. The Goodwood full zip hoodie, made from breathable anti-pill fleece, has stylish long cuffs complemented by practical thumb loops. There’s also a Uttoxeter Smart gent’s polo shirt and Southwell Sash ladies’ version, both featuring heritage inspired embroidery. Other highlights include a breathable cross country top with reflective branding. t Finest Brands International 0113 270 7000 www.equestriantradenews.com

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EQUESTRIAN TRADE NEWS NOVEMBER 2014

Product News

For thin-skinned horses

Stylish safety

THE new Love Horses Body Bandage, distributed in the UK by Equiport, is designed to prevent riders’ legs and spurs rubbing on horses’ sides. Horses with thin skin or that have just been clipped are especially vulnerable to abrasions of the hair and skin. The 25cm wide, lightweight, soft elastic body bandage can allow a horse with friction rubs to be worked without aggravating the injury. It’s permitted for use in FEI showjumping competitions. Available in cob and full sizes, the Love Horses Body Bandage retails at £119. t Equiport 01565 723525

THE new Choplin Premium helmet from Ekkia meets the European standard EN 1384:2012. The suede and microfibre covering gives it stylish good looks, while ventilation is provided by a perforated grid and rear air inlets. The padded lining is removable for easy cleaning.

Ultimate in rodent control FEED merchants’ stores, distribution depots and warehouses make ideal homes for feral cats. In return, they’ll provide the ultimate in rodent control. Cats Protection says many ETN readers are ideally placed to develop good working relationships with needy mousers. The charity, which helps over 194,000 cats every year, regularly needs to re-home feral cats which are unable to be socialised as pets and don’t crave human company. “In return for shelter, regular food and fresh water, these cats provide unrivalled pest control services, keeping barns and animal feed areas clear of rats and mice,” said Michaela Phillips of the feline charity. Cats Protection has 31 adoption centres around the UK. Find out more at www.cats.org.uk

Quick mash for weight gain NEW Equerry Condition Cooler Mash is a quick-soaking mash for horses that need to gain weight and condition. The non-heating formula has low levels of starch and a good level of protein for muscle development and topline. Highly-digestible fibre sources include sugar beet; while oil and linseed promote condition and a shiny coat. A high level of yeast aids a healthy digestive system; added vitamins and minerals include magnesium. The Equerry range of cubes, coarse mixes and treats is manufactured by Cheshire based HJ Lea Oakes under the BETA NOPS scheme. Equerry Condition Cooler Mash comes in 20kg bags with an RRP of £11.95. t You and your customers can call the Equerry Helpline on 01845 565640 NOVEMBER 2014 EQUESTRIAN TRADE NEWS

Jewels in the conditioning crown SARACEN HORSE Feeds’ new Conditioning Mix and Conditioning Cubes contain the brand’s proven high fat supplement Equi-Jewel. The energy-dense products aim to help owners keep feeding rates low while supporting optimum condition this winter. Saracen Conditioning Cubes are barley and whole oat free, helping to keep the starch level low. The energy in the ration is supplied through highly digestible super-fibre sources. Quality protein is present to support tissue and muscle repair and development. Equi-Jewel provides a concentrated source of calories, reducing the reliance on cereals for energy. EquiJewel also supplies essential fatty acids to support skin and coat condition. For customers seeking a conditioning ration with a similar formulation but with the inclusion of quick-release energy, new Saracen Conditioning Mix includes micronised and extruded barley as well as highly digestible super-fibres and a high oil level. Equi-Jewel is a stabilised rice bran product. Scientists at Kentucky Equine Research (KER) have proven its superiority over vegetable oil for optimising stamina in athletic horses through lower lactic acid levels, heart rates and subsequently, shorter recovery periods. Saracen Conditioning Mix has an RRP of £13.79, with the cubes at £12.55. Both come in 20kg bags. t Saracen Horse Feeds 01622 718487 • Find out more about Saracen Horse Feeds’ first Winter Trade Conference on page 20.

Discreetly thermal NUDE Thermal Leggings from Hot Togs keep out the cold without being seen under cream or white jodhpurs and breeches. Perfect for hunting or chilly indoor shows, the side seam free, breathable leggings are made in 24% Spandex for four-way stretch. They have a high-rise, comfortable waistband, brushed inner layer for warmth and ankle cuff to keep them in place. In small, medium and large, the RRP is £15. t Hot Togs 372662. www.equestriantradenews.com

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS NOVEMBER 2014

Boots, socks & gloves

For that winning winter wardrobe Keep those extremities warm - and cold weather can be enjoyed. Here are some fast moving stock ideas to keep your customers cosy.

GREAT GLOVES BACK in 2003, French company T-de-T won a BETA International Innovation Award for its flexible, gripping reins. Its competition riding gloves, made in a fabric just 0.4mm thick, share many of the same qualities. France’s showjumping ace Patrice Delaveau, world championship runner-up earlier this year, is among their fans. T-de-T also has a warm, waterproof winter glove. The Ultimate is made from ten different fabrics; the back is neoprene, while the palm incorporates Amara leather for breathability. Terry cloth on the thumb enables glasses – or noses – to be wiped. In an innovative move, the Ultimate offers a choice of grip - plain neoprene, siliconized Amara or British sticky leather. There’s a large wrist strap for added support with Velcro closure. In black, the RRP is £32.20. t T-de-T +33 (0)1 30 52 85 05 THE All-Weather Winter Riding Glove from Sealskinz is waterproof, breathable and windproof. Reinforced finger patches and pre-curved fingers offer a good feel on the reins. The RRP is £40.

CARROTS’ versatile new Adult Fleece Yard Gloves are perfect for keeping cosy this season whether working or spectating. In pink or grey, the luxurious fleece gloves feature a grip palm and adjustable cuff. In one size only, the RRP is £13. t Carrots UK 01245 445362

FOR a hint of luxury, check out Harlequin Chenille Magic Gloves with faux fur cuff detail. Available in one ‘stretch to fit’ size in brown, navy, or black, they’re priced at just £1.50 per pair to the trade. t Snowhill Trade Saddlery 01243 672323 THE improved 10 Below from SSG offers four layers of warmth. With SSG digital fabric on the palm, it combines feel and grip with breathability and durability. New synthetic leather backing improves its waterproofing and flexibility, while a Thinsulate lining and SSG exclusive polar fleece lining add to the cosiness. The upgraded glove is treated with a material called Wintersun for yet more warmth. The 10 Below is available in black and adult sizes 5 to 12, plus new size 13. The trade price is £15.85 NOVEMBER 2014 EQUESTRIAN TRADE NEWS

THE Winter Silk Glove from Tredstep is non-bulky and combines good grip with a silk lining. The patented Flexigrip design and extended neoprene cuff allow ease of movement plus a secure rein contact. The RRP is £27.99.

How to sell more gloves... •Link your stock to the weather and the type of equestrian activities your clients do. Many riding glove styles cross over into the ‘work’ category, so don’t ignore this important sector too. •Riders always like to try on gloves. Offer a sales aid rein so they can test the fit and grip. •Women’s sizes usually range from 6 to 8 including half sizes. But be sure to stock the larger sizes for men too. Their size range tends to be 8 to 11 with half sizes, some manufacturers going to a 13. •When it comes to children’s gloves, they need warmth, comfort and grip on the reins – just like adults. The children’s showing market, in particular, demands good quality and fit. Offer some fun, bright colours too, however, for the best of both worlds. •Technical, synthetic fabrics have brought many benefits to gloves. Get product information from your suppliers so you can explain their attributes such as durability, longevity, colourfastness and wash-ability to your customers. Some examples are: Synthetic Aquasuede (soft, colourfast, sweat absorbing, breathable and washable), Lycra (used for glove backs for a close fit and omnidirectional support with ventilation), neoprene (soft, flexible, tough and retains body heat), Spandex (elastic, lightweight, flexible and durable) and Aquatack (breathable palm with precise grip). •Leather gloves remain popular. Deerskin is durable, breathable and hard wearing; kid leather (goatskin) is high in lanolin therefore soft and hardwearing; cowhide offers texture and is firm yet easy to ‘break-in’; sheepskin and pigskin are durable, supple and breathable. •Linings come in man-made and traditional fabrics too. Thinsulate offers warm yet nonbulky insulation, even in damp conditions; Polar Fleece provides warmth without weight and is a useful alternative for customers who are allergic to wool; silk is incredibly lightweight and a natural insulator in cold and warm conditions. •Create a specific glove area in store, taking advantage of any merchandising units offered. Display in styles and types pertinent to the time of year with a good choice of sizes and colours; top up regularly. •Display gloves so they are easy to reach and inviting to try on. •Gloves make great Christmas presents, so highlight them as a gift idea with seasonal trimmings. With thanks to SSG Gloves of Canada for help with these retail tips. www.equestriantradenews.com

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS NOVEMBER 2014

Boots, socks & gloves

BRILLIANT BOOTS BROGINI has launched its first safety boot. The STC Forza is ideal for riders, grooms and anyone working outside. In leather with a rubber sole, it has a steel alloy toe cap yet looks like a traditional jodhpur boot. The toe cap meets ISO:20345:2011. This is the European standard for safety footwear which tests the safety of the whole boot , not just the toe cap. Despite its safety features, the STC Forza weighs just 116g grams more than Brogini’s conventional jodhpur boot. A metal shank runs the full length of the foot, while the sole is designed to stop the boot from slipping through a stirrup. Other features include antibacterial linings treated with Thermy-Tex to wick away moisture. Available in sizes 37 to 47, the RRP is £59.99. t Brogini 01706 514 230

CALDENE Estate three-quarter length country boots come in hand finished leather and suede. Waterproof with taped seams, they have a warm synthetic fur lining. The high performance footbed has a gel heel plus honeycomb moulded polyurethane sections for extra support, stability and fatigue reduction. The durable rubber outsole offers great grip, while a useful rubber ‘kick tab’ enables removal of the boot without scuffing the heel. In brown and in sizes 3 to 8, the RRP is £157.99. t Matchmakers International 01274 711101

It’s crucial to be ‘on trend’ when stocking boots and socks. ETN asked Simon Middleton of upmarket brand distributor Zebra Products what’s ‘in’ this winter... “WITH many riders sporting long socks and trainers or deck shoes as they relax at competitions or at home, wearing a branded pair that looks the business is a popular choice. Socks have developed technically too with foot cushioning and thinner material around the calf (like the Cavallo functional long sock). Some even offer extra support to muscles and ligaments (like the Cavallo sport elastic stocking). I’ve identified three main areas for boots. One, affordable footwear offering style and comfort but ultimately disposable. Two, premium bespoke brands (such as Konigs). In dressage and jumping designs, they offer top quality, fit and performance for the discerning equestrian. Three, diverse /futuristic boots with unique solutions (such as the Veredus Guarnieri which can be adjusted around the rider’s calf).” •The big footwear fashion statement of 2014? “Dressage riders wearing brown polo style long boots for everyday training.” •And the top to toe trendsetter? “It’s got to be Charlotte Dujardin with her 15 pairs of Konigs for competition, training, teaching and hacking.” t Zebra Products 01352 763350 NOVEMBER 2014 EQUESTRIAN TRADE NEWS

18 NEW this season, the long leather country boot from Rhinegold is made in Portugal. Available in soft, waxy brown or nutmeg suede, they feature embossed branding to the outside of the heel. Sized from 4 to 8, including 5 ½, trade prices are from £59.50. Rhinegold boot liners make the perfect accompaniment. As well as keeping the wearer warm, they transform a country boot or wellie from the practical to the stylish. Made from thick fleece with soft, faux fur trim, they come in sable, black, or nutmeg and one size (fits 3-8). The trade price is just £5.50 per pair. t Snowhill Trade Saddlery 01243 672323 EXPERIENCED shoemakers provide the expertise behind premium quality, waterproof outdoor footwear from Kanyon Outdoor. Comfort, style and endurance are this brand’s watchwords – all at a fair price. “Our footwear is handmade by craftsmen and traded with integrity so that our customers trust and enjoy our products,” says Kevin Freeland of the Kettering, Northants based company. Current best sellers include the Gorse X Rider boot available in brown and black grain leather with three calf fittings and a riding friendly sole. Yew and Ash are other popular styles. In standard and wide calf fittings, adjustable side laces enable an exact fit. New from Kanyon Outdoor for Autumn/Winter 2014 are Alder and Hornbeam long boots. Alder is made with a soft, tumble grain leather and K Dry waterproof lining; the trendy acrylic fur roll top can be worn turned up or down. Hornbeam is a low leg country boot in brown waxy leather with a laced tie top. t Kanyon Outdoor 0845 872 6370 “SO comfortable, they’re like heavy duty slippers.” So said a reviewer of Australian-made, Outbackinspired boots by Redback. Indeed, the slip-on, easy to clean boots are popular with vets, farriers and farmers the world over. Featuring multi-directional cleats for excellent grip and a micro-bubble cushioned sole, the uppers are made from oil kip leather, said to be 30% thicker than normal work boots. The soles are resistant to fuels, lubricants, urine and high temperatures. The insole also comes out, allowing arch supports to be used if required. The RRP is £89.95. t Tradewinds Outdoor 01795 53 43 43 NEW from the Dublin waterproof country boot collection, the slim-line Estuary has a low profile outer sole for an elegant look. With a stylish buckle design, practical features include a waterproof, breathable membrane and RCS footbed system with heel and arch supports plus a double cushioning layer. Dublin Estuary boots are available in mid length in rust/red briar retailing at £139.99, or tall boots in red briar/dark brown retailing at £159.99. t Weatherbeeta 01295 226900 www.equestriantradenews.com

19 NEW Country Riders from Tuffa have wool linings and can be worn in or out of the saddle. The casual, long leather riding boots have durable, stirrup-friendly soles and nubuck leather uppers with dual hook and loop calf straps for adjustment. In brown in sizes 3-9, the RRP is £174.99. t Tuffa 01953 880914

NEW to the Mark Todd Collection, these Vision country boots are manufactured in a combination of nubuck and full grain leather. With Viltex waterproof membranes and sturdy rubber soles, they come in sizes 37 to 42. t Westgate EFI on 01303 872277

SENSATIONAL SOCKS EQUETECH ladies’ three- pack socks – as featured on ETN’s front cover come in clever faux riding boot and sock designs. With a padded towel like sole, the 84% bamboo content offers anti-bacterial qualities. The RRP is £15.50. t Equetech 01296 688966

RHINEGOLD Ladies’ Soft Touch Knee High Socks are just the job to keep out the chill. They come in a range of fun, striped colours: navy/red, black/turquoise, pink/white or black/white. Trade price is just £2.75 per pair. t Snowhill Trade Saddlery 01243 672323

TOGGI’S Dillingham chunky wool cable knit socks are luxuriously soft and warm. With a pretty seasonal snowflake design, Westray socks (pictured) feature a padded towelling sole unit for comfort and bamboo for anti-bacterial properties. t Finest Brands International 0113 270 7000

www.equestriantradenews.com

Special Report

Feed conference “a brilliant day” say retailers ETN joined feed merchants and retailers at Saracen Horse Feeds’ inaugural Winter 2014 Trade Conference in Yorkshire last month.

Sarah Ashby packs in the practical advice as she fat scores a stallion.

his new event on the trade’s calendar coincided with the introduction of Saracen’s updated range of conditioning feeds. But it was about much more than a product launch. Held at Askham Bryan Equine College - where resident horses are fed on Saracen products – delegates became equine studies students for the day. They had lectures from specialist speakers, got involved with question and answer forums, theory sessions in a classroom environment

and practical demonstrations in the indoor arena. SQPs earned six CPD points via an AMTRA accredited feed and nutrition module and correct completion of an endof-the-day quiz. Yes, there was much to study and learn. The catering, however, was considerably more luxurious than that most students enjoy.

Academic and commercial The conference provided retailers with a smooth blend of academic interest and commercial inspiration, plus an entertaining and sociable

twist or two. Many delegates commented how their customers have an insatiable thirst for knowledge. “They want to talk about their horses and they want answers,” was a typical remark as we walked between lectures. “Days like this give us the information customers want to hear.” Speakers included nutritionist Lizzie Drury on feeding for condition, Sarah Rushby (area manager) with a practical fat scoring and feed formulation demonstration using different horses – including a stallion, and Michael Bacon (sales and marketing director) with some hot retailing tips on maximising customer loyalty and profits through feed sales. The conference was also a chance to get updated on the Saracen offering. As well as new conditioning feeds, there was revamped retail friendly packaging to check out plus subtle changes such as a shift from ‘pencils’ to the more easily identifiable term ‘cubes’. Retailers were impressed with the generous array of new point of sale materials and branded gear too.

Nutritionist Lizzie Drury lectured to small groups of retailers as part of the SQP CPD module.

Delegates received individually named certificates.

Endless treats This was a day of endless treats, another being the chance to see and hear top show rider Louise Bell in action. The all-conquering queen of working hunters has recently turned her hand to dressage and here rode her Saracen-fed best horses en route to the Horse of the Year Show. While the college students made charming stewards, shepherding us about the

Askham Bryan Equine College provided an appropriate setting for the first Saracen Horse Feeds Winter Trade Conference. After lunch, retailers lined up with the team from Saracen and Louise Bell and her horses for a photo call.

NOVEMBER 2014 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

21 venue, Saracen’s approachable people were out in force too. Retailers made the most of the opportunity to ask anything and everything they needed to know. Indeed, no-one seemed in a hurry to rush off as they networked over tea and cakes at the end of the day. But as they eventually headed for the car park, retailers took with them an attendance certificate each, a selection of branded clothing and point of sale material – plus a supply feed for their own horses according to a diet worked out in advance by a Saracen nutritionist. SQPs topped up their CPD points, while all retailers were

Retailers’ views l “A brilliant day with interesting speakers and a great venue with real horses,” said Hayley Norris from Millby Hill’s Whitby store. Her colleague Katherine Rayment, busy filling in her SQP CPD quiz, added: “I liked the practical element; there was a great deal to learn from today.” l “It was really informative and made me think about stocking Saracen as a way of introducing people to new things,” said Abigail Shaw from Parklands Equestrian near Sheffield. “It’s been great to meet so many people from other stores too.” l “Having extra knowledge always gives you an edge, so

Networking with nutritionists and other retailers was a valuable part of the day.

invited to take up special promotions and exclusive offers available only on the day. Usefully, a complete set of notes and slides was provided in each delegate’s pack. Saracen Horse Feeds is planning a Spring 2015 Trade Conference. Watch ETN for details. today has been very useful. And it’s been brilliant to be able to get CPD points,” said Victoria Bell who was at the conference with colleague Noel Williamson from The Feed Warehouse which has branches in Durham and Consett. Victoria added that Saracen feeds “used to be a bit of a fashion item but now lots of people are asking for them. We’re in a big showing area so people will really like the new conditioning feeds.” l “It always useful to pick up new ideas and a fresh perspective – and the lunch was very nice indeed,” said Robert Keeler who’d travelled from Scunthorpe based Roseneath Animal Feeds.

Louise Bell’s show horse Into The Blue is fed on Saracen – and likes to help himself at every opportunity! Photos by Sebastian Oakley.

l And finally, did you know...?The Saracen logo depicts an ancient Arabic warrior who valued his horse so much, he kept it in his tent – while he slept outside. www.equestriantradenews.com

Retail Consultancy

Dealing with difficult customers In the first of her new business wisdom series for ETN, Laurie May considers different types of difficult customers – and how to handle them.

ealing with someone who’s being difficult is especially hard when they’re a customer, because customers are always right - aren’t they? The secret is to understand the individual and to apply the best communication techniques to suit the scenario. They may see something in a different way from you, but you’re both looking at the same thing; so who is right? Actually, you’re both right and understanding this is the key to success with difficult customers. Those of you who ride and train horses probably have

a great deal of patience and know how to remain calm in a tricky situation; although horses are much easier to deal with than people, aren’t they? Just as with horses, in order to manage difficult customers better, first we must understand why they are proving difficult to deal with. To keep things simple, try using the following four customer types: • The sensitive customer: who may need to be dealt with delicately... • The know-it-all customer: who thinks they know more than the SQP/trained advisor. • The denial customer: who is not forthcoming in sharing information or does not seem to take in the information being shared. • The aggressive customer: who is argumentative, demonstrates blaming behaviour and can be defensive.

ABOUT THE AUTHOR LAURIE MAY is the equine business consultant at Zoetis where her role involves enhancing the range of services offered to trade customers. She is currently a lecturer at the University of Derby Corporate (an accredited study centre for the Chartered Institute of Marketing) and lectures for the Communications, Advertising and Marketing (CAM) Foundation. NOVEMBER 2014 EQUESTRIAN TRADE NEWS

First, we need to decide on what a good outcome is for each of these customer types: • The sensitive customer: we provide support and empathy, and allow time for decisions to be made. • The know-it-all customer: we create understanding for the customer, and subtly raise awareness, whilst being firm around challenging their beliefs. • The denial customer: we elicit the truth around the scenario, and ensure understanding of all facts, generating a two-way conversation. • The aggressive customer: we calm down the situation, and ensure two-way understanding, stand our own ground, whilst ensuring mutual respect is gained.

All well and good, but how do we actually achieve the ‘good outcome’? Well, when we coach people around improving communication, and dealing with difficult customers, we tend to stick to three basic principles to build rapport: the use of body language, voice tone and language patterns.

The theory of communication Armenian psychologist Albert Mehrabian’s theory about speech is that words only account for about 7% of human communication. 38 % is to do with tone of voice and 55% with how we look and act when we talk, such as gestures, body language, facial expressions, posture, breathing and eye contact. Rapport is the ability to relate to others in a way that creates trust and understanding; communicating using their map of the world. The key is being able to match the pace and style of the customer (more on personality types in upcoming columns). If we can be conscious of staying in rapport with our customers, it’s more likely that we can calm down a challenging situation and effectively manage it. Remember, a lot of it is not what you say, but the tone you use and the body language you demonstrate.

A typical customer, but what type is she? (Courtesy of Zoetis, image by Steve Bardens)

www.equestriantradenews.com

23 Language patterns “I hear what you’re saying about your horse having had a negative FWEC this summer BUT he still needs worming for encysted small redworm during the late autumn/early winter.” “I hear what you are saying about your horse having had a negative FWEC this summer, AND he still needs worming for encysted small redworm during late autumn/early winter.” Which do you think has greater impact? The point is that when we use the word but in a sentence, it’s negative and acts to delete what has been said before. However, if we replace it with and this actually adds emphasis to what was said. It also shows we have listened to, understood and taken on board what has been communicated to us. In addition, you may wish to try using a coaching technique to help the customer take the lead

www.equestriantradenews.com

Faced with a difficult customer? Not just what you say, but how you say it, can be a useful tool. (Image courtesy of John May)

in deciding on the most appropriate action, rather than a more instructive, directive approach. Try replacing the directive approach - What you should

do is… with the coaching approach – It’s your choice, and you may want to consider… Next time you have a difficult customer, try these

tips - and don’t forget to stay in rapport and let your body language do the talking.

EQUESTRIAN TRADE NEWS NOVEMBER 2014

People

• Rachael Thompson is NAF’s new area sales manager for the north-west and North Wales. Canadian born Rachael began her riding career Western style. She took up eventing when she moved to the UK and became a Young Riders European gold medallist in 2003. She competed at advanced level until her stallion, Upton’s Deli Circus, was retired. “I’ve fed NAF products for many years and am thrilled to be working for a market leading brand,” she said. • Keyflow Feeds has appointed Ellen Svennerstal as sales and marketing assistant. The Swedish international event rider, who competes at 3* level with her horse Southway, recently graduated in business management from the University of Leeds. Ellen is based with her brother, Ludwig Svennerstal, at Sir Mark Todd’s yard.

24 • Olivia Yates has joined Kentucky Equine Research (KER) as the American company’s UK based nutrition advisor. She will be promoting KER supplements to retailers. The range is available via Saracen Horse Feeds. Saracen Horse Feeds and KER - a world renowned, privately funded research facility founded by Joe Pagan in 1988 - have worked closely together for some years. • Congratulations to Katy Mickle of TopSpec and her husband Martyn on the birth of their son on September 23. Peter David Mickle, who arrived weighing 7lb 2oz, is pictured with his big sister Elizabeth Hazel Mickle. Katy is the daughter of TopSpec’s founders Philip and Nicola Tyler and is the feed balancer and blends specialist’s senior nutritionist and sponsorship and marketing director.

• Two new agents have joined the Silvermoor Haylage sales team. Liz Smith is covering Scotland while Patrick Robertson is promoting the brand from South Yorkshire and Cheshire north to the Scottish border. Dena Hellowell remains with Silvermoor. • Three new sales agents are working with German clothing label eurostar in the UK and Ireland. Lyndsay Sims covers the south-west, Julia Robinson takes care of the north of England and Scotland, while Owen Byrne covers Ireland. Ian Mitchell continues as the agent for the south-east. • Peter Wilkes, the managing director of Vale Brothers, is the new president of the Society of Master Saddlers (SMS). The SMS is heralding Peter’s tenure as “an exciting 12 months for the society”. He told ETN: “We see change in the market happening at a pace and these new developments should be embraced...It’s important that we never let go of our traditional craftsmanship, while also adopting and looking into new manufacturing processes.” Peter takes over from past president Helen Dart (pictured right of the group). Laura Dempsey becomes SMS vice president. Read more about Peter’s plans in his new post in the December issue of ETN when we also feature an SMS accredited CPD feature for saddle fitters. • Hunter boots has appointed Jason Eames-Illingworth as UK and Ireland country manager. Having formerly worked for Replay UK, Wrangler and Tommy Hilfiger, he will be overseeing the wholesale business for Hunter Original, Hunter’s new lifestyle brand. • Judy Edwards, chief executive of The Pony Club, is to step down at the end of March 2015. During her nine years leading the youth organisation, she has concentrated on raising its profile. Judy is also an international showjumping judge. NOVEMBER 2014 EQUESTRIAN TRADE NEWS

• Members of Spillers’ sales team put their best feet forward to raise more than £1,000 for charity. By taking the Thames Path 50km Challenge, they collected cash for Redwings Horse Sanctuary and Cancer Research UK. Alexandra Ashley, Vanessa Macdonald, Nicki Grennan, Laura Meszaros, Rebecca Spencer and James Cassells walked from Putney Bridge, London to Runnymead in 11 hours. The team’s target is to raise £1,500. You can add your sponsorship donation at www.justgiving.com/teams/SPILLERS

• BETA’s executive director Claire Williams and television presenter Clare Balding congratulated Karen Corris and Marc Fox, of Sainsbury’s supermarket in Watchmoor Park, Surrey on winning the RDA (Riding for the Disabled) Business Partnership Award. The BETA sponsored accolade recognised that the store’s staff had raised more than £16,000 for the charity. The presentation was made at the RDA’s annual Gala Awards at the Hotel Russell, London. The evening raised more than £20,000 for the RDA. www.equestriantradenews.com

Equine Treats

Making horses happy With Christmas just around the corner, keep some tempting treats by the till... Tasty treats

Snack on the go

NEW Tastylyx treats have joined the Supalyx range from Nettex. They can be used in the stable with most standard lick holders. In three flavours - apple, mint and carrot, Tastlyx can also be used as a reward, distraction or as occupational therapy. The re-sealable pot can be recycled to store plaiting kits, studs or treats in the tack room, show bag or lorry. To use the product, the consumer removes the lid, turns the tub upside down and taps it on a firm, even surface so the lick slides out. The central insert is taken out before hanging from a holder. Tastylyx are designed to be hung freely away from a solid surface to avoid over consumption. The recommended daily intake is up to 100g. A 600g tub has an RRP of £2.95 t Nettex 01634 257150

LIKIT Snaks can be fed from the hand as a reward or treat. The tasty, heart shaped nibbles fit easily inside the Likit Snak-a-Ball feeding ball too. Then they can alleviate boredom as they trickle onto the ground to encourage natural foraging behaviour. Likit Snaks come in a choice of mint and eucalyptus or apple and cinnamon flavours, in a low sugar formulation. They’re supplied to the trade in a counter display case of 20 x 100g bags or in 500g re-sealable packs. t Likit 01655 750523

Goodness in every bite

EQUIBITES from Dodson & Horrell are low calorie treats, supplemented with vitamins and minerals. Not only can they be fed as a reward, but they eliminate the need for a hard feed, balancer or supplement when horses or ponies do not require a ‘bucket feed’. EquiBites also include the antioxidants vitamin E and selenium, plus B vitamins that are important for energy metabolism. They contain biotin and zinc for hoof health too. Low in starch, sugar and calories, they are suitable for horses prone to laminitis. The recommended feeding rate is one treat per 50kg bodyweight per day. So, for example, a 400 kg horse would need around eight treats a day. RRP is £7.65 - £8.65 for a 2.8kg tub or £21.50 - £22.50 for a 10kg bag. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS NOVEMBER 2014

Equine Treats Sold across the world

HILTON Herbs has sold tons of Herballs all over the world. Loved by goats, sheep, donkeys, alpacas, dogs and of course horses, they can be used for clicker training and stretching or for catching or loading. Herballs are free from molasses, artificial sugar, flavourings and GM products. Ingredients include appetising herbs such as mint and oregano. They come in colourful, re-sealable, recyclable bags with a ‘product-view’ window. They’re available in sizes from 400g (great for coat pockets) to 10Kg, including a 2Kg tub and a 12 x 400g countertop display box for retailers. RRPs are from £2.25. A seasonal Christmas tub is available. t Hilton Herbs 01460 270701

26 Instant reward

IN original, mint, respiratory and garlic formulations, Mini Horslyx offer a reward, incentive or distraction. The palatable licks contain vitamins and minerals but no artificial colours or preservatives. They can be hand-held or tipped into a bucket or manger – and make a perfect stocking filler. The simple, hand-held design also provides an excellent means of completing equine stretching exercises. The RRP is £3.65 per 650g tub. t Horslyx 01697 332 592

27 For equine entertainment

PUT a Just Fi-block in front of a horse, and he knows he’s in for a treat. But these brilliant blocks are much more besides... Compact, versatile and convenient to feed and store they provide endless equine entertainment – and a valuable source of forage. Each block weighs 1kg (so it’s easy to see how much is being fed) and is made from UK sourced ingredients. With no added sugars, preservatives, molasses or cereal straw, they come in Alfablend and Meadowblend varieties. Just Fi-blocks are pure fibre. They can be used as partial forage replacers, treats, top-ups or distractions. They can be fed from the floor, in a bowl or haynet. For horses with bad teeth, they can be soaked to make a tasty chop. And for those confined to their stables or on box rest – they are the next best thing to natural grazing. Just Fi-blocks are sold in handy carry packs of four or larger boxes of eight. t Just Feeds 01335 310061

Seasonal spearmint

WITH their spearmint flavour, Equerry Minty Horse Treats make the perfect seasonal reward for your customers’ horses. A healthy treat option, they are low in sugar and cereal-grain free so won’t cause any problems with ‘fizz’. With an RRP of £6, Equerry Minty Horse Treats are available in a 1.8kg tub. t Equerry Horse Feeds 01845 565640 www.equestriantradenews.com

BETA International Preview

“Seeing products at the show beats looking at catalogues”

2015

NEC, Birmingham, UK 22-24 February www.beta-int.com

Main Sponsor

Retailer Sue Moxon, of R&R Country, has been visiting BETA International for 35 years. She tells ETN what makes it such an unmissable experience.

Ordering at the show saves a great deal of time.

Q. After so many years, why do you continue to visit the trade fair? A. We have come along since the very beginning, when the show travelled around the country before settling at Sandown Park. It’s something that you really can’t miss because, if you did, you’d think you were missing out! There’s a real buzz about the place and everything is so exciting. We can never wait to see all the fantastic new products all under one roof. We do 90% of our buying over the three days and that’s a great help to me –

particularly with two shops – as buying always takes up so much time. I loathe roadshows, as they always seem so cobbled together and don’t really work. You have to drive all over the country and you usually only get to see one supplier a day and it’s not viable to take people with you. They are a waste of time. A visit to BETA International makes far more sense and we always bring key members of staff with us. I think this is really important, as it allows them to give their input, helps them to understand the products and makes them keener to sell when we get

Visiting BETA International allows you to bond relationships with suppliers.

back to the shop. Seeing products at the show beats looking at catalogues, as you can see them as they are supposed to be. Exhibitors go to a great deal of effort with visual merchandising on their stands – and you have features such as the Fashion Show, where you can actually see the clothing being worn. Q. How important is it to plan your visit? A. Having a plan of action is crucial – it’s no use turning up and wandering around, as that will end up being a waste of a day. We always check out the exhibitor

listings in ETN and get in touch with suppliers to make appointments. We also leave a couple of hours at the end of each day in case we see some new companies that we need to speak to. To make sure we fit everything in, all members of our staff work to their own schedules. I always attend the Fashion Show, while my staff go to see products in the Horse Demonstration & Seminar Arena. Our SQPs also go along to the seminars to pick up extra CPD points. There is an incredible amount of value in the show’s features.

29 Q. Is it a good idea to place your orders at the show? A. We always forward-order. I think this is essential for sorting out winter ranges and to help suppliers out. Suppliers and retailers need to work together to create the best situation and I think it is narrow-minded for retailers not to do this. I can’t understand retailers that go to the show, look through entire product ranges and then take a catalogue home to do the ordering then. This is such a time-consuming process and, by the time you come to put in your order, you’ve probably forgotten a lot of things – and then you have to spend ages writing everything out. If you do this while you’re at the show, it works far better and saves a great deal of time. Many suppliers have an iPad or laptop and can take care of the ordering for you, keeping a running total as you go so that you know exactly how much you are spending. Q. For how many days do you attend the trade fair? A. We stay in a nearby hotel and come along for the three days, which is just about right. There is so much to see and do that we couldn’t possibly arrange all our appointments and see the Fashion Show, product displays and seminars in any less time. Q. How useful do you find the networking opportunities? A. I quite like chatting to other retailers, as I never tend to see them outside the show. It’s also really nice to catch up with them at the bar in the evening! BETA International is a great place to put faces

If you are serious about running a successful business and feel it is OK not to go to BETA International, you are being naïve. to the names of people you usually only speak to on the phone. Like many other retailers, we offer online sales, so it is really important that we get goodquality images from suppliers to use on our website. The trade fair is the ideal time for members of our website staff to visit suppliers in search of these. If a supplier doesn’t have decent images, it could influence whether we buy from their product range. Visiting the show also allows you to bond relationships with suppliers and gives you the opportunity to chat with members of a company that you might not normally come across. Q. Do you ever take advantage of show offers? A. Yes, these are a really good idea. It’s always nice to pick something up that isn’t available outside the show. We like it even more when there is a forward-order discount as well. Q. Do you tend to support BETA International exhibitors when ordering stock? A. Yes, without a doubt. We always show loyalty to

Seeing products and meeting suppliers makes staff keener to sell.

companies that exhibit and I put off other companies and wait to make decisions on a range plan until the show. We could potentially spend all our budget with BETA International exhibitors, so companies that don’t appear at the show could lose out. Q. What would you say to retailers that don’t visit the trade fair? A. If you are serious about running a successful business and feel it is OK not to go to BETA International, you are being naïve. Make a

visit to next year’s show a must – after all, it really is an unmissable experience. l BETA International 2015 takes place at the NEC, Birmingham, from 22 to 24 February. For further information about exhibiting, contact James Palmer, telephone +44 (0)1937 582111 or email jamesp@ beta-int.com. To find out more about visiting, contact Clair Webster, telephone +44 (0)1937 582111 or email clair@beta-int.com.

About the author SUE MOXON (pictured enjoying the BETA Gala Dinner) is the managing director of the R&R Equestrian and Country Pursuits Store, Selby, North Yorkshire, and the R&R Equestrian Store, Melton Mowbray, Leicestershire.

SQP CPD Feature

Earn CPD points with ETN ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. The features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine. This month we begin a series of CPD feeding and nutrition modules. The next one will appear in the April issue of ETN. AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points.

Fibre and the natural horse

Fibre remains as important to the domesticated horse as it was to his wild ancestors, says veterinary surgeon Tom Beech. of the vitamins and minerals that the fresh plants provide. Furthermore, most horses are fed a fast-releasing concentrate/hard feed that can change the balance of the good gut bacteria which can lead to reduced digestive efficiency.

Problems from a lack of fibre

Fibre is essential for physical and mental equine health. Jack is pictured courtesy of Spillers. Image by Steve Bardens.

HORSES have evolved to digest fibre and thrive on it. Most wild horses live almost entirely on forage including grasses, herbs and shrubs. They use their front teeth (incisors) to pluck the forage, then their large, flattopped back teeth (molars) to grind the food down much like we do. It’s the rest of their digestive process that is different from ours. As humans, we rely on our stomach for digestive action

whereas horses rely on their hindgut (caecum). Horses have special bacteria found in their hindgut that break down the fibre found in the forage into fatty acids that are absorbed and used as an energy source. These friendly bacteria are essential for the digestion of fibre, so the gut must remain in balance if these bacteria are to work properly. As you can imagine, it’s a time consuming process trying to extract energy from fibre. Imagine trying to survive on celery! It’s for this reason that horses spend many hours of the day grazing. During that time, they consume many small portions which add up to a massive volume. In the wild, horses also graze a wide variety of forage. This not only changes the type of fibre they consume but also allows them to absorb the other essential fats, vitamins and minerals that the various plant species offer.

NOVEMBER 2014 EQUESTRIAN TRADE NEWS

Domesticated horses Fibre is just as important to our domesticated horses. Not only is it essential for their physical health but for their mental health too. In most cases, forage provides more than enough energy for horses - even those in work. Obviously, those in high levels of work require some energy supplementation in the form of hard feed, but this certainly does not apply to all horses. The type of forage fed will greatly affect what other supplemental feed is needed to balance the diet. As previously mentioned, wild horses eat a wide variety of different plants each with its own levels of vitamins, minerals etc. On the whole, domesticated horses don’t have such a varied, balanced diet. Their paddock usually has only a few types of grass in it and the hay/haylage, while it is ok, still lacks many

Fibre has many roles in the horse. It provides energy, it is a great bulking agent for the guts to keep faeces at the correct consistency and it allows the horse to stay in its correct pH balance. pH? Yes, every living creature has a pH balance depending on how acidic or alkaline it likes to be. Horses are alkaline. Their digestive bacteria prefer to be alkaline and any change ie too acidic - and the digestive function of these bacteria change. As a note, most forage encourages an alkaline environment whereas concentrates/hard feed tend to produce an acidic environment. Therefore a lack of correct fibre and too many concentrates can lead to acidity and problems such as gastric ulcers. As well as physical issues related to a lack of fibre in the diet, mental problems can arise.The action of grazing and foraging is a natural necessity to all horses. A restriction of this will often lead to vices being formed through boredom or through the physical discomfort of stomach ulcers etc. Some of the vices may include crib biting, wind-sucking and weaving.

Feeding fibre Obviously the best form of fibre is the most natural www.equestriantradenews.com

31 AMTRA CPD explained • AMTRA (the Animal Medicines Training Regulatory Authority) is an independent body whose task it is to ensure that the marketing and distribution of animal medicines in the UK is undertaken in a responsible manner by AMTRA qualified persons. • AMTRA maintains registers of qualified persons, including Suitably Qualified Persons (SQPs), authorises training centres for course provision, provides information and advice for registered persons, monitors and accredits continuing professional development (CPD) for SQPs and regulates professional conduct. • SQPs are permitted under the Veterinary Medicines Regulations to prescribe and supply medicines classified as POM-VPS and NFA-VPS. • For more about AMTRA and becoming an SQP www.amtra.org.uk

SELECT YOUR ANSWERS AND TICK THE BOXES 1) Which of these is not forage? a. Grass b. Hay c. Oats 2) Where do horses digest the fibre? a. Mid-gut b. Hind-gut c. Fore-gut

E W N: UL NE ET MOD N OM ITIO FR UTR N PD PC SQ

ETN CPD Questions

3) What breaks down the fibre into fatty acids? a. Fungus b. Virus c. Bacteria 4) What conditions do the bacteria like? a. Neutral b. Alkaline c. Acidic 5) What mental signs can be caused by lack of fibre? a. Happiness b. Excitability c. Stable vices 6) What percentage body weight of food does a horse consume daily? a. 0.5-1% b. 1%-1.25% c. 1.5-2.5%

When stabled, multiple forage feeds must be provided to ensure a regular supply of fibre.

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Elderly horses But what about the elderly horse whose teeth are too poor to manage hay or haylage? Well they can be catered for through some of the many fibre-based feeds including bran, chaff and sugar beet pulp. These can be made into a wet gruel that can be consumed to ensure they receive enough fibre. Yet again, vitamin and mineral supplements should be given, plus a little vegetable oil to boost the quality of the feed. As for the better doers out there, the key is to allow the fibre intake to be spread out throughout the day and certainly to stay clear of any concentrates. Double netting the hay and strip-grazing paddocks are two favourite ways of slowing down consumption rates. Good doers can still have their quota of feed - but they will be occupied for the whole day trying to get it.

8) How is it best to ration a horse’s forage when stabled? a. No forage at all b. All at once c. Little and often spread throughout the day 9) How can you change the diet to help elderly horses consume fibre? a. Feed them the same as the other horses b. Make a fibrous gruel c. Feed them only concentrates 10) How do you reduce the intake of good doers? a. Free grazing b. Larger hay nets c. Restricted grazing and double nets.

and ideally includes a wide variety of vegetation including grasses, shrubs and legumes. However, this is not always achievable, so we must look at how we can at least improve the diet of our horses as best as we can. On average, a horse consumes 1.5-2.5% of its own body weight in feed a day. As we mentioned earlier, most horses only need forage. With that in mind, a 500kg horse needs 7.5-12.5kg of grass/hay/ haylage per day. However, most forage will still require vitamin and mineral supplementation as it’s not of the same variety as in the wild. The horse also needs to eat for most of the day, consuming portions little and often to maintain its physical and mental health. During the winter months, when stabled more frequently, multiple feeds must be provided throughout the day to ensure a regular supply of fibre.

7) What are the key supplements to give all horses on a nonnatural diet? a. Vitamin/mineral supplement b. Joint supplement c. Respiratory supplement

TWO CPD POINTS Full name...................................................................................... Company name/address ............................................................... Email ........................................................................................... Telephone number........................................................................ SQP number ................................................................................ Send your completed answers to:

ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW. FIND IT ONLINE: ETN’s SQP CPD features are also available at www.equestriantradenews.com If you submit answers to the quiz online, please do not submit them by filling out the printed form as well – and vice versa.

EQUESTRIAN TRADE NEWS NOVEMBER 2014

Fibre Feeds

Beyond the bale Good news for merchants...fibre feeds come in bags as well as bales, says nutritionist Clare Barfoot RNutr of Spillers. Grass is great, when horses can get it. Luckily many fibre alternatives are available.

Chopped dried grass There are several pure dried grass products on the market. Dried grass differs from hay because it is harvested earlier and is dried artificially rather than in the field. This means that it is often higher in protein and energy than hay and is much greener in colour.

Pros l It’s very palatable l It’s ideal for poor doers and veteran horses as it is higher in energy and protein

Cons

IRRESPECTIVE of which feed is chosen this winter, fibre should make up the largest proportion of your customers’ horses’ diets. Hay, haylage or grass immediately spring to mind when thinking about fibre. However there are several other ways in which fibre can be incorporated into a horse’s diet - including the feeding of high fibre cubes, dried grass or chopped fibre feeds alongside other products such as soaked sugar beet pulp. If owners are finding it difficult to source suitable forage, whether because they can’t get hold of a consistent quality supply or because it is too high in water-soluble carbohydrate for good doers or laminitics, hay replacers may be considered as an alternative.In these circumstances high fibre cubes or short chopped fibres can be used as the full or partial forage ration. Hay replacers have the benefit of being dust free, are widely available and have a consistent nutritional value. High fibre cubes are also useful to older horses that have poor teeth; they can be soaked into a mash and are then easily eaten by the horse. Short chopped hay replacers are particularly useful for the stabled horse because, weight for weight, they actually take longer to eat than cubes. This helps to prolong eating time when the horse is stabled over the winter months, helping to alleviate boredom. To help with discuss fibre providers with your customers, here’s a quick guide to their pros and cons: NOVEMBER 2014 EQUESTRIAN TRADE NEWS

l Relatively expensive compared with hay due to the high drying costs l Can be very dry and some horses may prefer it damped down. l The higher water soluble carbohydrate level may make it unsuitable for laminitics or good doers

Short chopped fibre

High Fibre Cubes Some high fibre cubes can be used as partial forage replacers due to their very high fibre content (20% or more). Again, look for products that state they can be used as a forage replacer. In the case of veterans with poor teeth, high fibre cubes can be soaked down into a mash to provide fibre without the need for lots of chewing.

Pros l Provide consistent nutrition l Widely available l Can be soaked for veterans with poor teeth l Can be used in a snack ball for extra amusement particularly in the stable

Cons l Can be eaten relatively quickly compared with long fibre, therefore have less of a munch factor l Are lower in fibre than hay

There are a number of short chopped fibre products available on the market. Some contain vitamins and minerals in addition to chopped straw, grass and alfalfa. Look for products that state that they can replace hay due to their similar levels of protein, fibre and energy. Often these products are also suitable for laminitics and good doers as well.

Pros l Offer consistent nutrition due to the careful blend of ingredients l Nutritionally closely mirror hay l Widely available l Take longer to eat than pelleted alternatives l Some contain vitamins and minerals removing the need for extra supplements l Some products are Laminitis Trust approved

Cons l Can be eaten relatively quickly especially by greedy ponies l Can be more expensive than hay l For some performance horses, poor doers and veterans they may not supply enough energy.

Short chopped hay replacers not only provide essential fibre but prolong eating time and therefore alleviate boredom.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS NOVEMBER 2014

Fibre Feeds

The F Factor Fibre – the equine gut’s best friend – now comes as clean and convenient products, packaged to appeal to consumers. ETN looks at the latest innovations. Why fibre matters... THE way in which horses have evolved to eat fibre - plus the consequences of restricted turnout and different diets – was explained by vet Andy Durham during a Dengieorganised retailer training day at Liphook Equine Hospital, Hampshire. In a presentation that explored the links between a horse’s diet and the incidence of colic and gastric ulcers, Professor Durham revealed that horses are designed to spend between 50 and 85% of their time grazing. When cereal-based feeds are introduced at a rate of more than 5kg per day, he said, a horse is six times more likely to develop colic (Tinker et al 1997) because its

small intestine has a limited capacity to digest starch. He also pointed out that reduced turnout, poor-quality forage and dietary change were significant contributors to horses getting colic. “Generally speaking, forage is good,” said Professor Durham, “but poor-quality forage can cause colic. The most common cause of colic in horses is a change in diet. Horses don’t tolerate change, especially in hay. “High-fibre feeds should be given to reduce the risk of colic. Remove or limit cereal and allow access to good- to medium-quality forage and, if more energy is required, use fibre feeds first. Any dietary changes should be implemented over more than two weeks.” Professor Durham added that a low-risk diet would be made up of low-energy chaff when there was no nutritional need and highly fermentable fibre for medium energy.

Cheeseburger vs horse feed

As an entertaining and fascinating aside, he provided a nutritional comparison between a cereal-based racing feed and a cheeseburger. To everyone’s astonishment, the dietary values were almost identical.

Professor Durham explained that fibre feed – including alfalfa – protects the horse’s stomach and reduces the risk of gastric ulcers. “Having a stomach full of hay or grass is really important for burning the acid away,” he said. “It is one of the biggest defences horses have against acidity. “Not having a stomach full of hay 24/7 is a bad thing. High cereal intake and exercise on an empty stomach are significant contributory factors in developing ulcers in horses. Fortunately, there has been a big move in the past 10 to 15 years to fibre-based feeds. Dengie has a good track record in promoting fibre diets.” The day was attended by more than 20 stockists of the company’s feeds from the south and south-east. NOVEMBER 2014 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS NOVEMBER 2014

Fibre Feeds

New with added beet BAILEYS’ new Keep Calm - a high fibre, non-heating feed for horses and ponies at rest or in up to moderate work - is launched at Your Horse Live (8/9 November). The feed contains SpeediBeet [see ‘Adding value to forage’] which provides highly digestible superfibres in a fully balanced low starch, low sugar feed. Designed to soak to a tasty mash in just ten minutes, Baileys Keep Calm is barley-free, with linseed for a shiny coat. Extracts of flavours of essential oils give it an irresistible aroma. Keep Calm is ideal for horses whose owners are looking to control starch and/or sugar intake and is suitable for those prone to laminitis. Formulated to maintain condition while helping encourage a calm temperament, Keep Calm’s digestible energy (DE) content of 11 MJ/ kg puts it in the low to medium energy bracket. It also contains quality protein to support muscle tone, and a full spectrum of vitamins and minerals, including calcium and magnesium. For optimum gut health and digestive efficiency, Keep Calm contains Baileys Digest Plus prebiotic as well as antioxidants, such as vitamin E to support the immune system. In eye-catching packaging, Baileys Keep Calm is available from this month (November), supported by a national advertising campaign and point of sale material. t Baileys Horse Feeds 01371 850247

Net redesign ELIM-A-NET, the haynet designed to slow equine eating, has been made even stronger for this season. The net’s top strands have been altered to loop through the metal rings, rather than being tied. Elim-a-net not only encourages steady trickle feeding, but the slim strands that intersect each ‘hole’ may help prevent stray hooves being caught up the net. These are such popular nets, writes Liz Benwell, that someone stole mine from my trailer. They’re available in three sizes with RRPs from £10.99. t Parell Products 07715 172470 www.equestriantradenews.com

37 What goes in must come out... FIBRE feeds are a great way to feed horses - but they can be bulky. Suitable containers are needed; and Tubtrugs and Tyre Rubber Products are just the job. With no metal handles and made from soft material that won’t hurt the horse if it rolls or stamps on them, Tubtrugs and Tyre Rubber receptacles can safety be left with the horse while he eats his fibre feed as nature intended – little and often. Tubtrugs and Tyre Rubber containers are easy to clean, simple to stack and come in so many colours that every horse on a busy yard can have his own. One thing is certain, however; what goes in must come out... And this fact opens up the possibility for retailers to sell yet more equipment. “The Faulks & Cox range covers the whole process of feeding and mucking out horses” says Chris Birch, sales manager. “All our containers and tools come with fantastic Profit Pack stands which really ensure the products sell and make your shop look great. t Faulks & Cox 01455 848184

Free product training HORSEHAGE has updated its free product training scheme for retailers. Taking the website based HorseHage & Mollichaff Stockist Training Programme is designed to help merchants answer customers’ product and feed enquiries. Everyone completing the training questionnaires correctly receives a framed certificate and a branded ‘feed adviser’ polo shirt. Jo Anning of Mole Valley Town & Country Stores, Axminster, was one of the first to take the training. “It went into great depth and has given me a much deeper knowledge of the products,” she said. “This helps me advise our customers on the best feed for their horses. I would highly recommend it to anybody.” To participate, visit www.horsehage.co.uk and click on ‘contact’ to access the trade page. There are four pages to the scheme to be downloaded, printed, completed and forwarded to a licensed HorseHage producer for assessment. HorseHage’s equine feed advisors are also available to you and your customers. t HorseHage Helpline 01803 527257 www.equestriantradenews.com

Fibre Feeds

Complete feed for hard workers

FIBRE Performance from Dodson & Horrell is a forage based complete feed designed for horses in medium to hard work. Containing a blend of grass chaff and alfalfa, it can be fed as the sole feed, or used as a chaff alongside an existing ration. Fibre Performance is supplemented with vitamins and minerals, including vitamin E, and provides the same amount of calories per kilogram as Dodson & Horrell’s Competition Mix. Electrolytes are included to aid recovery after exercise with cooked cereals to support post-work muscle glycogen recovery. High quality protein and the essential amino acids methionine and lysine are present too. B vitamins help to stimulate appetite and are important for energy metabolism, while copper and iron help to support red blood cells. Fibre Performance also contains zinc, biotin and selenium for hoof and coat health. Ideal for eventers, show jumpers and dressage horses, and all horses needing to increase their fibre intake, the RRP is £13 to £14 for a 20kg bag.

Barley and molasses free ALLEN & PAGE’S Fast Fibre is barley and molasses free. The quick soak feed is ideal for the good doer or for horses that tend to become excitable even on low energy feeds. Useful when good forage sources are limited, Fast Fibre can also be used as a partial or complete hay replacer for horses with dental problems. In addition, it’s high in fibre, low in starch and sugar and a suitable feed for those prone to laminitis. t Allen & Page 01362 822902

NOVEMBER 2014 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

39 Adding value to forage NUTRIENT availability and degradability of fibre can be improved simply by adding beet pulp to the equine diet, says British Horse Feeds. Its quick soaking Speedi-Beet provides calories via a highly fermentable soluble fibre known as pectin which is fermented by micro-organisms in the horse’s hindgut to be turned into energy. Speedi-Beet can also enhance the nutrient value of hay or other forage by increasing the general fermentation activity of the intestinal microbial population. Available in 20kg bags, Speedi-Beet has a RRP of £10.95 to £11.90.

Fuel for equine taxi WITH a population of 600 and a ban on cars, the Channel Island of Sark relies on horse-drawn vehicles. One of its most popular residents is the handsome Ronaldo, a five-year-old 17.2hh Clydesdale. Powered by Speedi-Beet, grass and cider vinegar, he works for a Sark hotel taking tourists on island tours. Ronaldo is pictured with his driver Julie Jackson. t British Horse Feeds 01765 680300

Fibre Feeds High fibre stock suggestions

SPILLERS has a range of fibre products from low energy fibres such as Spillers Happy Hoof, suitable for the laminitis prone, through to products that supply extra calories to help build or maintain condition such as Spillers Conditioning Fibre. l Spillers Happy Hoof is a low calorie, short-chop forage which can be used as a complete feed. It contains all the vitamins and minerals a horse needs to stay in good health, including biotin for hoof condition. It’s designed to extend eating time and was the first complete chopped fibre feed to be approved by the Laminitis Trust. l Spillers Cool Fibre is a balanced and highly palatable blend of natural fibres, which is extremely low in calories and sugar to make it ideal for good doers and horses and ponies with low energy requirements. It contains garlic and rapeseed oil and a broad spectrum of vitamins and minerals including magnesium, known for its calming properties. It can be combined with a mix or cube or fed as a replacement for compound feed. l Spillers Conditioning Fibre is formulated to help build condition without excitability. It contains good quality protein to support muscle tone and topline and rapeseed oil for non-heating calories and excellent coat shine. It is enriched with vitamins and minerals and can be combined with a mix or cube or fed as a replacement for compound feed. l Spillers Senior Fibre contains short chopped alfalfa and straw, together with mint, garlic and rapeseed oil. Added glucosamine helps support joint health, live yeast to support fibre digestion and maintain gut health and vitamin E and selenium to help support the immune system. Quality protein helps to maintain topline and muscle tone and a broad spectrum of vitamins and minerals provides a balanced diet when fed at the recommended ration. l Spillers High Fibre Cubes are low in starch and high in fibre, with high levels of vitamins and minerals, making them a safe choice for horses and ponies on box rest and those prone to laminitis, while the low calorie content makes them ideal for native types and good doers. They are also the perfect complete feed for veteran horses and ponies that are unable to t Spillers 01908 222 888

Chop, chop – two new products! THERE are two new additions to the Super Molichop range. Super Molichop Senior is a lightly molassed blend of oat straw, hay and dried grass. The short chopped chaff is easy to chew and can be used as a partial or full hay replacer. Dried grass and garlic granules feature in Super Molichop Garlic, a new premium quality chaff. Suppliers Young Animal Feeds say both products offer healthy margins for stockists, yet are cost effective for your customers to feed. t Youngs Animal Feeds 01782 791209 NOVEMBER 2014 EQUESTRIAN TRADE NEWS

40 Just fibre – nothing else!

JUST Fi-blocks are pure fibre. They can be used as partial forage replacers, treats, top-ups or distractions. They can be fed from the floor, in a bowl or haynet. Each block weighs 1kg. With no added sugars, preservatives, molasses or cereal straw, they come in Alfablend and Meadowblend varieties. For horses with bad teeth, they can be soaked to make a tasty chop. Just Fi-blocks are sold in handy carry packs of four or larger boxes of eight. t Just Feeds 01335 310061

Bag some natural goodness TOPCHOP Grass is a blend of dried British grasses. The soft, palatable chop is perfect for fussy feeders including fit performance horses and elderly equines. TopChop Grass can be fed solely with a TopSpec feed balancer or supplement. Additional feed, for example a TopSpec Blend, can be added if extra nutrients for work or condition are required. It can also be used as a hay replacer, especially for elderly horses struggling to maintain condition as a result of poor dentition reducing their ability to chew hay or haylage. TopChop Grass is dust-extracted and the grass has been hightemperature dried, making it suitable for horses and ponies with respiratory problems. t TopSpec 01845 565030 www.equestriantradenews.com

r N al ne ET fici art Of ia P ed

Meet the exhibitors already signed up for the world’s definitive trade exhibition for the equestrian, country clothing, outdoor and pet product sectors. A H Saddles Abbey England Absorbine Adam Ellis of UK Saddles Ltd Agrifence Agrihealth Airowear Al Basti Equiworld Alan Paine Country Collection Albert Kerbl GmbH Anderson & Co The Animal Health Company Ltd Animalife Animology Arctic Fox / Starling Ariat Europe Limited Armstrong Richardson Wholesale Ashwood Leather Aspfase Aztec Diamond Equestrian (UK) Ltd Baillie Haylage Baleno Battles Bedmax Shavings Ltd Bedsoft & Haysoft Bedwell Bedding Ltd BellEqui Equestrian Bizzy Bites Black Yak Ltd Bliss of London Botanica International Ltd Breyer Model Horses Bridleway Equestrian British Country Collection British Equestrian Trade Association Cabotswood/Quayside Carr & Day & Martin,Day,Son & Hewitt Carrots Casada Celtic Equine Supplies Ltd Le Chameau Charles Owen & Co (Bow) Ltd Chatham Chriwen Chrysalis Clothes Ltd Citrus-Lime Ltd

Classic Canes Cloakrooms Commercial Laundry Supplies Couture Hippique Coxmoore D A Saddles Dainese De Mano De Niro Boot Co Dee Two Ltd Derriere Equestrian Ltd Dexshell UK & Proclimate “durante” ( Town & Country Wear) Easitill Ltd Easyspur,Easytap,Easystuds Ekkia Eldon Horse Ella and Cherry London Emerald Green Feeds English Utopia Ltd Equest & Equest Pramox Equestrian Polo Creation (Breeches India) Equestrian Trade News Equi-Ads EquiDiet (UK) Ltd Equidivine Equilibrium Products Equine Careers Equine Management Limited Equine Productions Equine Products UK Ltd Equisafety Ltd EQUIscan e.K Equissential Equitrade Switzerland Equi-vation Equus Health Euro Plus(Manufacturers) euro-star Event Insurance Services Ltd Evolution Professional Equipment Fairfax Saddles Ltd Faulks & Cox Ltd First Euro (Manufacturers) Fit Saddle Flint’s Yard FreeStep Fyna-Lite

Gain Horse Feeds Gallop Equestrian Ltd Global Herbs Globe Traders UK Ltd Grays of Shenstone Ltd Gumleaf Clothing H K M Sports Equipment GmbH HRP Equestrian Harpley Equestrian Ltd Hawkins Organic Haygain Hay Steamers Healthy Beast Heather Hats and Accessories The Herbal Horse and Pet Hilton Herbs Ltd Hi-Tec Honeychop Horse Feeds Hopus Technology Inc Horizont Horse & Country TV Horse & Hound Horse & Rider and Pony Magazines Horse Clothing Impex PVT Ltd Horse First Ltd Horse Health Trade Horsecrocz Horsequest UK Ltd Horseshape GmbH & Co. KG Horseware Ireland Horslyx The House of Cheviot Ltd Hunter - Outdoor Ice Horse Idolo Intelligent Retail Jacaru Australia PTY Ltd Jamiq International Java International Joey d John Whitaker & Brogini Kanyon Outdoor LLP Keela Kevin Milner Countryside Card Collection and Prints Keyflow (UK) Ltd Knixwear Kyron L S Sales (Farnam) Ltd / Leslie Sutcliffe La Valencio

Life Data Labs Likit Products Lintbells Loddon Engineering Limited Lord and Lady Muck Mars Impex Matchmakers International Ltd Matelia Industries Medi Trading Medilogic Mit Vet Nastz International Neue Schule Newlife Industries Nikwax Waterproofing Noble Outfitters Norbrook Laboratories Omega Alpha Equine Ltd Outback Outfitters Oxford Blue PC Racewear P J Pet Products pampeano polo Panache Equestrian Parallax Plastics Patrick Saddlery Ltd Peak & Brim Hats Pellmell Petface Ltd PolyPads & Libbys Portmann Outdoor Prestige Italia Professional’s Choice Pureflax Puzzle Ponies R Plevin & Sons Racesafe Ramblers Clothing ReadySupp Redpin Publishing Ltd Regent Footwear Rockfish Rolltack Ruth Lednik S.R Global SSG Gloves The Saddlery Training Centre Schockemöhle Sports GmbH Seahorse Atlantic Ltd SealSkinz Limited

Seeland International A/S Sherwood Forest Ltd / Puffa Country Sports Ltd Shires Equestrian Products Shooterking Shooterking Sport BVBA Sidas UK Silverline Tack Inc Silvermoor Equestrian Haylage SlowFeeding The Society of Master Saddlers (UK) Ltd Spa Sport Spooks Sprightly Stetson + Hardy + Parsons Stormchase Stubbs England SupaStuds Ltd T M Startech TRM Tandy Leather Tapaq Enterprises Taurus Footwear Tilley Endurables Ltd Toggi/Champion TopSpec Equine Ltd Tradewinds Outdoor Ltd Trainer Reins Tredstep Ireland Treehouse Trespass Triad Orthopedic Trilanco Tuffa Footwear Limited Turtle Fur Ungula Naturalis USG GmbH Utopia Saddlemakers Vale Brothers Ltd Vetericyn Animal Health Waldhausen GmbH & Co KG Walsh Products Wendy Goode Westgate EFI Woodlands Shavings Worklite Ltd World Horse Welfare Xpert Riders

Please quote Equestrian Trade News when replying to this advertisement.

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BETA Conference Report

BETA gets social and digital at conference

Speakers (left to right) Jo Warrilow, Lucy Higginson, Tim Fidgeon, Sylvia Rook and Sarah Green brought delegates up to speed with the benefits of digital and social media.

ocial media and digital marketing were put under the spotlight at this year’s British Equestrian Trade Association Conference, where almost 80 delegates gathered to hear key industry speakers discuss these hot business topics. The event, at Whittebury Hall Hotel & Spa, near Towcester, Northamptonshire, welcomed a diverse range of representatives, from large national companies to small independent retailers, keen to discover the benefits of enhancing their own websites and digital platforms. Tim Fidgeon, one of the UK’s leading experts in digital marketing, explained the nuts and bolts of effective social networking across sites such as Twitter, Facebook and YouTube. He also provided plenty of food for thought, highlighting the importance of search engine optimisation for the realisation of a successful website. The positive role of image within a social and digital campaign featured highly throughout the day, particularly in a presentation by Jo Warrilow, who works in video production. Her presentation showed a sample of projects involving film to reinforce her mantra that

image plays a key role in campaign engagement and brand-building. Delegates were keen to hear from former Horse & Hound editor Lucy Higginson, who took to the podium to explore the subject of print media in a

Almost 80 delegates enjoy listening to the conference’s key speakers.

digital world. She also spoke of the way in which her role as magazine editor had become redundant as part of a restructure that saw her position replaced by the increasingly commercial post of content director.

Trading Standards officer Sylvia Rook hit the right note with retailers in the audience with her presentation, Understanding Customer Rights When Selling In-Store and Online. As an accredited trainer and

“I’m feeling enthused...”

...and other reaction from delegates... “Coming today has been of great value to my business,” said retailer Julia Storey whose family runs The Horse Resource in Ashington, Northumberland. Despite being in business for 18 years, this was a first visit to the BETA Conference for Julia. “This year’s agenda really appealed, so I thought I’d make the most of my BETA membership and come along.” Like Julia, Jane Sharp of The Muddy Rug Wash in Carmarthen, West Wales, took advantage of the special overnight stay and dinner deal BETA had negotiated with the conference venue. “It was a really nice, sociable evening and a great opportunity to put faces to names,” she told ETN. “And

NOVEMBER 2014 EQUESTRIAN TRADE NEWS

the speakers on the day were just right for retailers and really interesting. I got some really helpful, practical tips.” Jane has been a BETA member for three years and believes that “BETA offers lots of opportunities and the more you put into it, the more you get out.” She added that last month’s heavy rainfall meant her rug washing and repair business was “suddenly very busy indeed – but it’s still been very worthwhile coming today.” Janice Vant was among a group of colleagues attending the BETA Conference for the first time from Kent retailer Saddlesdane. “We’re trying to get our website working better, and

after hearing the speakers here, I’m feeling very enthused,” she said. “Even if you get one good idea to take back and use in your business, it’s well worth the effort to come. And a day like this gives you some good thinking time too. I’d recommend it to other retailers...” The Saddlesdane team had also enjoyed a preconference hotel stay. “The spa was lovely, so relaxing,” reported Janice. Mike Norton, of Oxford based C H Brown, confessed he had come to the conference for the first time in 15 years “expecting to be bored.” But he was pleasantly surprised. “It’s been a really interesting day with a good combination of speakers,” he said. www.equestriantradenews.com

43 with 27 years’ enforcement experience under her belt, Sylvia was well positioned provide an in-depth look at the Sale of Good Acts 1979 and how it affects retailers, as well as exploring the Consumer Contracts Regulations 2013 and the additional rights it affords consumers when they buy goods online or by mail order.

Sarah Green, of specialist market research agency Sportswise, shared the results of a new survey on how riders engage with social media. It shows that many use it to access equestrian news, information and product reviews, and as a tool for professional networking within the industry

BETA BY NUMBERS BETA executive director Claire Williams used numbers to illustrate the trade association’s busy year to members at the AGM. Here is a selection… BETA members 820 members, the highest ever in BETA’s history. 58 new members. BETA International 2014 284 exhibitors. 4,358 visitors. 34 countries represented. Equestrian Management Consultants 332,416 ETN Newsletters sent out. 26% opening rate BETA courses 18 courses, covering safety, lorinery, sales skills, merchandising and medicines. 200 attendees.

COUNCIL CHANGES Ian Hassard, of Dengie Horse Feeds, stepped down as chairman but will remain on the council. Lynda Mortlock from Ingatestone Saddlery, became the new BETA chairman, with Nikki Newcombe, of Bliss of London, taking the role of vice-chairman. Peter Phillips, of Abbey England, remains as treasurer and Tracey Morley-Jewkes, from Carpe Diem Consultancy, returns to the council. Michael Mullavey, of Weatherbeeta, has resigned and the Weatherbeeta seat has been taken by Doug Walker. Other members of the BETA Council remain: Anna Franklin, Thomas Irving. Ruth Bishop, Ruth Bishop Consulting. Sara Blackshaw, Countrywide Farmers. Catherine Hale, LFA Celtic. Heather Hyde, Neue Schule Bits. Alison Sherwood Bruce, Equilibrium Products. Andy Haines, Redpin Publishing. www.equestriantradenews.com

30 years since the first BETA Hat Fitting Course took place. Body protectors 12 licensees in the scheme. 235,000 labels and swing tags sent to companies to attach to garments. Media 46 commissioned features. 3,500 visits to the BETA website in one month. 42 countries represented by BETA’s Facebook followers. BETA Business Awards 2014 2,654 nominations received. NOPS Scheme 48 companies registered. Chris Gordon, Dodson & Horrell. David Dyer, David Dyer Saddles. Liz Hopper, Matchmakers International. Ian Mitchell, Heritage Marketing. Ian Silman, Equicraft Saddlery. Malcolm Ainge, Shires Equestrian. Nicky Mackenzie, SEIB. Peter Wilkes, Vale Brothers. Simon Wetherald, Bardsey Mills. Wendy Hofstee, Unicorn Trails.

After two years in the post, Ian Hassard, of Dengie, steps down and welcomes BETA’s new chairman, Lynda Mortlock (right), and vicechairman, Nikki Newcombe.

BETA Business Awards 2015

The trade prepares to celebrate! THE 2015 BETA Business Awards will be presented at the British Equestrian Trade Association Gala Dinner next February. ETN looks at the 10 awards and finds out how to nominate the individual and companies you consider worthy of winning. Nominations are now open for the 2015 BETA Business Awards – prestigious industry accolades that celebrate outstanding contributions to the equestrian industry. Winners will be announced during the trade association’s annual Gala Dinner, at the National Motorcycle Museum, near Birmingham, on Sunday 22 February. The award categories are…

BETA Lifetime Achievement Award

This is to honour those who have made a significant contribution to the equestrian industry over a long period. Nominations: Biographical details of the nominee are invited from all sectors. Entry deadline: 16 January

Harry Hall Retail Employee of the Year

Nominations are being sought for the employee showing initiative, excellence in customer service, product knowledge and commitment to professional retailing. The winner will also be given a cash prize of £200 and his or her employer will receive BETA training vouchers. Nominations: The award is intended for shop-floor employees only, not managers, and nominations are invited from employers or sales representatives. An independent judging panel will draw up a shortlist, followed by interviews to determine the winner. Entry deadline: 9 January

Blacks Solicitors Trade Supplier of the Year

This award will go to the manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailers’ requirements. Nominations: Retailers can nominate the supplier they feel offers them the best service and works to help them build sales and profitability. Suppliers are also able to nominate themselves by submitting a formal application on why they think they deserve to win. Shortlisted companies will be judged, followed by a further retail members’ vote. The final judging stages will be overseen by an independent panel. Entry deadline: 9 January NOVEMBER 2014 EQUESTRIAN TRADE NEWS

2015

UKTI Export Award

Companies of all sizes that have generated substantial and sustained increases in export activity over a three-year period can be entered for this award. Nominations: Information should include details about the level of export and growth in relation to the size and turnover of the company, planning and strategy, and the degree to which the products or services have been adapted to an export market. Applications will be judged by UKTI. Entry deadline: 9 January

TSM Rider Award

Now in its 12th year, this award recognises sponsored riders who have made the greatest contribution to the trade. It is presented to those who have participated fully in building a relationship with their sponsors, generating good results for them as well as themselves. Nominations: Sponsoring companies can nominate riders, with supporting information such as competition results, details of personal appearances and involvement with product development. Entry deadline: 16 January

SEIB Retailer of the Year

This award is for tack shops and feed merchants – they do not need to be BETA members – that are nominated by their customers. It includes categories for large and small retailers, and mail-order and Internet retailers. Nominations: Customers can nominate a retailer online by logging on to www.retaileroftheyear.org.uk or completing a form in-store. Cards with nomination details are available from the BETA office, as well as the forms on which retailers can add their details to make it as easy as possible for customers to nominate them. Once nominations have been received, retailers will be sent a questionnaire from BETA that must be completed and returned by 31st December 2014 to be considered for the next stage of judging. Shortlisted companies will be put forward to a vote by BETA trade members. This award also involves mystery shoppers and incognito telephone calls organised by BETA. Entry deadline: 7 December www.equestriantradenews.com

Equestrian Event of the Year

Social Media Award

Haygain Nutritional Helpline of the Year

Equine Careers Sales Representative of the Year

This award acknowledges the event – an indoor or outdoor consumer show – that works best with its tradestand exhibitors, taking their needs and requirements into consideration. Visitor experience will also be considered. Nominations: Tradestand holders – individuals or companies – that have exhibited at such events from January 2014 onwards are invited to nominate an event, explaining why they think it caters well for the trade. Consumers, too, will be asked to nominate their favourite event, giving reasons for its success. An independent judging panel will make the final decision. Entry deadline: 9 January

This accolade goes to the company that offers exemplary service in nutritional advice to customers, both trade and retail. Nominations: Customers can send their nominations by post or log on to the Haygain website, www.haygain.com, to download a form. A shortlist will be drawn up for final judging, which will include incognito calls. Entry deadline: 9 January

HOW TO NOMINATE IF YOU would like to nominate an individual or company, please provide the name, award category, reason for nomination and your name and address, then post to BETA, Stockeld Park, Wetherby, West Yorkshire LS22 4AW,

Get ready to party! THE BETA Gala Dinner is always a glittering occasion and the highlight of the trade’s social calendar. Guests get dressed up to the nines to gather with friends and colleagues at a champagne reception before sitting down to dinner. Winners of the 2015 BETA Business Awards are announced

www.equestriantradenews.com

This award recognises companies that have embraced social media and use it to powerful effect throughout their marketing strategy. The use of images and video, posting of original content, engagement with followers and online etiquette will all be considered as well as how this element of digital marketing is incorporated within a company’s marketing mix. Nominations: Any company can nominate themselves, but nominations are also welcomed from third parties, including consumers, stating why they think the nominee should win. An entry form must be completed by the company nominated. The final decision will be made by a panel of judges. Entry deadline: 16 January

This award is open to both employed and self-employed sales representatives and agents, and will be awarded to the individual judged outstanding in his or her approach to customer service. Nominations: Retailers and suppliers can nominate, stating why they think the nominee deserves to win. The final decision will be made by a BETA members’ vote. Entry deadline: 9 January

fax 01937 582778 or email laurac@beta-int.com. Please include any supporting information you think appropriate. Entries must be received by the dates stated. Help and advice on making a nomination is also available by contacting Laura Clegg at the BETA office.

during the evening, with dancing entertainment following hot on the heels of the presentations. Guests are invited to support the event’s charity raffle for the RDA, which receives fundraising support from BETA throughout the year. Tickets cost £56 per person, £520 for a table of 10 and £624 for a table of 12, all plus VAT. Don’t miss out on this fantastic evening – book now to secure your place. Contact BETA, telephone 01937 587062 or email laurac@beta-int.com.

EQUESTRIAN TRADE NEWS NOVEMBER 2014

Better Business

One moment please...

When customers telephone your business, what do they hear as they wait to be put through? Forget The Sugar Plum Fairy or boring beeps and give them something useful, says Kathy Carter. Customers of the ‘supplies’ business often didn’t know about the secondary ‘service’ business; so what a good way politely to inform them without cold calling.

Down the line To use on-hold messaging, you’ll need to engage a firm to create it for you. But it will be down to you to provide the scripts (or engage a copywriter). The firm will then provide your audio package with a professional voice over, plus any music required. You can research on-hold messaging companies online, and then ask to see/hear examples of what they produce for other customers.

Tips for producing your own scripts

f you have a two-tier phone system in your company, on-hold messaging could be just the job to engage with your customers. All you need is one person answering the phone and putting calls through to someone else. It could even be a virtual assistant doing the call fielding; you don’t need a big enterprise to use on-hold messaging. Many companies use cold calling (with varying success) to connect with customers or potential customers. Have you heard about our great delivery rates? We have a special offer this Easter. We’re the biggest wholesaler in the region... and so on. However, with this system of marketing you – the caller are on the back foot from the start, as the recipient didn’t request your call. So imagine

offering marketing messaging to someone who called you. They already want to engage with you; they’re a captive audience. Some companies use onhold music, especially if they receive a lot of calls daily. But on its own music rarely captures the customer’s imagination. An occasional ‘thank you for holding’ message likewise does little to enthuse. But what if the onhold messaging was more targeted...? It’s unlikely you will have the time or resources to change your on-hold messaging frequently. Most companies change it every quarter, at most, so avoid messages with a deadline that could soon become out of date and leave you looking lackadaisical.

NOVEMBER 2014 EQUESTRIAN TRADE NEWS

So what on-hold messages should you use l Give callers your ‘elevator pitch’ in bitesize chunks ie. imagine your best customer gets into a lift with you – and how you would showcase the main benefits of your company or service. l Tell customers about a new range l Clarify opening hours, delivery rates etc l Share company news, e.g. a big win or award l Offer any secondlanguage messaging I was recently engaged as a copywriter to create some onhold messaging for a company that is mainly known for lowcost, frequently-purchased supplies, but has a sister company that offers a clever maintenance service.

l You’re writing audio so avoid extra words or ‘fluff’ that you may find in editorial literature. Keep it concise. l Keep it brief; even if the caller is only on-hold for ten seconds, you need to get a message across. Start with your most important point then break it down into further bullet points, so the voice over artist knows that each section is separate. l Include a call to action, eg. ‘Ask us about our minimum order policy; visit our website today.’ l If your message includes unusual pronunciations such as your company name or an odd horsey term, make a note in the script for the voice over artist spelling it out phonetically, eg. RS-tor is pronounced arrestor.’ l Print off your scripts to proof read, and ask everyone in your company to check and contribute.

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47 Why use on-hold messaging? l It may reduce caller hang-ups, especially during busy periods. l These callers are likely to be ‘warm’ contacts as they are likely to know your company already. It is said to be easier to sell to an existing customer than a new one. l You’re engaging with your customers and providing a familiar, friendly feeling about your brand. l You are giving a professional impression.

Extra tips If you have multiple phone lines, you can go one step further with your on-hold messaging. For instance, if you have a customer service or help desk, your messaging to this number could include answers to commonly-asked questions. Or a sales telephone line could have messaging concerning your product range or carriage rates. And how about trying some targeted research? Share a special ‘website basket code’ that you can trace, or invite callers to visit your website but use a special URL, for

example www.yourwebsite. com/support - you can then use your Google Analytics to track the response. Ask your web developer about using different URLs. Choose your voice over artist carefully by listening to lots of voices from your chosen on-hold messaging company. Male or female? Trace of a regional accent or not? If you’re trading on your region, this could be a benefit. Young voice (perhaps for a young company appealing to students) or mature voice (giving gravitas and the impression of experience)?

ABOUT THE AUTHOR Kathy Carter is the proprietor of www.sirenia.co.uk www.equestriantradenews.com

EQUESTRIAN TRADE NEWS NOVEMBER 2014

Sponsors & Shows

48 The way we were: The City of London Police Mounted Unit in 1910.

• A 45 year old bit helped showjumper Nicole Pavitt win the Equestrian.com Senior Newcomers Championship at the Horse of the Year Show (HOYS) last month. Louise rode Tia Semilly in a bit loaned to her by former British international rider Malcolm Pyrah. “I’ve got to give it back now,” said Louise after her victory on the seven year old French bred mare. ETN can reveal that the bit concerned was a Pelham with a butterfly shaped mouthpiece. Perhaps online retailer Equestrian.com will start selling its own version?

• British Horse Feeds, the maker of Speedi-Beet, is supporting the mounted unit of the City of London Police. The unit’s eight horses continue a proud tradition of service and duty which began in 1873, patrolling the central city area known as the Square Mile. Officers and their horses are said to have a positive impact on reducing crime, nuisance and anti-social behaviour. They also help to raise public confidence The horse plays an important role while keeping the potential for in modern policing: Sergeant Jesse terrorist activity to a minimum. Wynne on duty with Lionheart. Each horse is partnered with an officer who is responsible for all aspects of its care, including nutrition. Sergeant Jesse Wynne explains: “The horses really enjoy SpeediBeet and it allows us to provide extra fibre, in addition to their forage. It’s also non-heating so they remain focused and sensible for patrol.” Good nutrition isn’t the only reason the police are grateful to British Horse Feeds. “Reducing our monthly feed bills will help to secure the future of the mounted unit,” added Jesse.

• NAF promoted its products to French riders via a new sponsorship for the supplements company. The CDI*** NAF Five Star Saumur Dressage was held at the home of the famous Cadre Noir riding school. The show attracted international riders from as far as Canada for the Superflex Big Tour, EnerG Medium Tour and Magic Small Tour, with many competitors taking up the offer of nutritional advice from NAF. British rider Hannah Biggs and the stallion Weltzin (pictured) won the freestyle grand prix, while Charlie Hutton and Douglas IV dominated the small tour. A notable French medium tour winner was Pauline Vanlandeghem with Liason Ene HN. Pauline is one of only two female members of the Cadre Noir. • As part of its support of Irish equestrian events, TopSpec will be supporting the three-year-old classes at next year’s Balmoral Show. Held in Balmoral Park in Lisburn, the show (on May 13 to 15) is popular with breeders showing their performance youngsters. “TopSpec has a growing loyal customer base in Ireland and this is a great way to support breeders and young stock enthusiasts,” said Katy Mickle of TopSpec. NOVEMBER 2014 EQUESTRIAN TRADE NEWS

• Plevin, the manufacturer of Snowflake bedding, has extended its sponsorship deal with Ben Maher for another year. The Manchester based wood recycling firm has backed the world ranked number two showjumper for the past eight years. Horses on Ben’s yard are all stabled on Snowflake Softchip. He’s pictured with Gareth Mason, Plevin sales manager. www.equestriantradenews.com

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EQUESTRIAN TRADE NEWS NOVEMBER 2014

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County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees. The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay. CABIN EQUESTRIAN CENTRE LTD, 55-57 WEST HIGH STREET, INVERURIE, ABERDEENSHIRE, AB51 3QQ, £2,223 MONART EQUESTRIAN, 79 MAIN STREET, KINOULTON, NOTTINGHAM, NG12 3EL, £596 TIM HESSEL T/AS EQUESTRIAN SERVICES UK, GREYMARE HILL FIELD, KILN PIT HILL, CONSETT, COUNTY DURHAM, DH8 9SJ, £2,737

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