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Equestrian Trade News

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

September 2012 Volume 36, No 9 Monthly


Meet the SQP of the Year AMTRA accredited CPD feature inside

2013 17-19 February 2013 NEC, Birmingham, UK

ETN is the official media partner of BETA International

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... the magazine for the industry, about the industry, by the industry


Comment THIS month ETN celebrates how Equestrian Team GB’s stunning performance at the London Olympics reaped three gold medals [team show jumping and dressage plus individual dressage], one silver [team eventing] and a bronze medal [individual dressage]. The first British show jumping Olympic gold medal since 1952 filled the top spot on the ITV national News at Ten. And it wasn’t just the top sports story – it came above Syria, a coalition spat and everything else Olympic. That’s how momentous was the achievement of Nick Skelton, Ben Maher, Scott Brash and Peter Charles. However, it was Nick’s age (54) and medical history - a hip replacement, two knee replacements, broken neck and impending back operation – that really caught the newspaper headline writers’ imagination. Golden oldie was a one; Grey haired men can still jump was another. I’d never thought about it until our middle-aged heroes won Olympic gold alongside two twenty-somethings, but how lucky we are in this trade to have customers of such longevity. A 71 year old Japanese Olympic dressage rider and Canadian show jumper Ian Miller at his tenth Games aged 65, not to mention our 50-plus show jumpers and eventer Mary King, might just inspire the more mature into riding. And aren’t they supposedly the ones with the cash at the moment? This golden moment for British show jumping also ripped apart any misconceptions that our top riders are a load of cynics only in the sport for the money. Here was undisguised euphoria and raw emotion on display – not least of which was Nick Skelton’s premature leap onto the podium. In Olympic medal ceremony terms, it was a bit like starting before the bell - but who can blame him? It was where he’d dreamt of standing for more than half a century.

THE dressage gold – and bronze - rush can only increase further the already massive popularity of this discipline. How brilliant it was that Charlotte Dujardin wore her up-tostandard Charles Owen riding hat in all her tests and on the gold medal podium. In fact, she kept it on for so long it reminded me of a little girl who’d just been for her first riding lesson and insisted on keeping her hat on, even when it was time for bed.


NEWS.........................................................................4 NEWS FEATURE A British gold rush at London 2012 ............................10 PRODUCT NEWS Check out the latest launches ....................................12 RETAILER PROFILE Tincknell Country Store from Wells, Somerset ..........16 RUGS & CLIPPERS FEATURE.................................18 PEOPLE ...................................................................21 SPONSORS & SHOWS .............................................22 FEED FEATURE What’s all the fuss about fibre?..................................24 VAT on feed ...............................................................28 Product gallery..........................................................30 DOGS AT WORK .......................................................35 SADDLERY ACCESSORIES FEATURE ....................36 SADDLERY MATTERS.................................................39 OPINION The Society of Master Saddlers speaks out ................40 WORMING FEATURE...............................................42 AMTRA ACCREDITED CPD FEATURE ....................46 Meet the SQP of the Year ...........................................48 BETA MEMBERS’ PAGE ..........................................52 COUNTY COURT JUDGMENTS................................54

IF you’re looking for a really useful, inexpensive, new line that will appeal to almost every customer you have, check out MagicBrush [see Product News]. It’s just what every retailer needs right now - a product that packs a punch.

Liz Benwell

FRONT COVER: Nick Skelton and Big Star led the British show jumping team to a first gold medal for 60 years. See our news feature on the London 2012 Olympics. Photo by Kit Houghton.

“Business as usual” as Ariat works with founding family

On a mission to increase equestrian exports...

Beth Cross and Phil Duff are making sure Ariat continues to focus on innovation.

MORE than a dozen companies are joining the British Equestrian Trade Association (BETA) led trade mission to Spoga Horse Autumn, in Cologne (2 – 4 September). They include Ryder Saddles, Pampeano, Kanyon Outdoors, Carrots UK, Frank Baines Saddlery, Cedar Clothing, Blue Chip Feeds, Supreme Products, Clayton Leather, The Animal Health Company, Abbey England, Equine Products UK, Patrick Saddlery and Emma Wyatt. Many of the participating companies are benefiting from a £1,000 grant from UK Trade & Investment (UKTI) for allowable expenses. The funding was secured by BETA to subsidise its extensive programme of trade missions to key shows throughout the world. “Exhibiting as part of a BETA group is a great way for companies to develop their export markets while benefiting from the trade association’s vast experience and support,” said BETA executive director Claire Williams. BETA trade missions are open to both members and non-members and further trips are planned to the China Horse Fair, in Beijing, next month, Equitana Asia Pacific Fair, in Melbourne, Australia, in mid-November, Dubai International Horse Fair from 21 March 2013 and Equitana, in Essen, Germany, from 16 March 2013. Limited availability means potential participants should register their interest as soon as possible by contacting Tina Rogers in the BETA officer, telephone 01937 587062 or email

ARIAT International has expanded its partnership with one of its founding shareholders - the Fisher family of San Francisco, California. Ariat has been working with the Fishers for the past 20 years, this latest development being to allow for the next phase of the clothing and footwear specialist’s global growth plans. “The most important thing for our customers to know is that it will be very much business as usual,” said Phil Duff, managing director of Ariat Europe. Ariat International acquired Phil’s UK based SMD Group in January 2010, giving him a stake in the Ariat business and Ariat a European foothold. “Beth Cross remains CEO and continues to manage and oversee the day to day operations of Ariat,” added Phil. “Likewise, Ariat Europe remains committed to maintaining its number one position in equestrian footwear and growing our lifestyle and apparel business. We’ll continue to focus on innovative, high-quality products and to utilise a network of retailers worldwide.” Said Beth Cross of her fellow Ariat founders: “The Fishers love the company, the brand and the industry; the message they want to send is that of no change.” A number of programmes designed specifically for retailers are soon to be announced, added Phil.


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


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

Agrihealth .........................................................................19 Allen & Page......................................................................28 Animalife.............................................................................3 American Express ..............................................................IFC Asmar Equestrian.................................................................7 Bailey’s Horse Feeds...........................................................31 Bedmax/Littlemax ......................................................15 & 17 BETA International .............................................................20 Brinicombe Equine.............................................................32 British Horse Feeds.............................................................30 Buffera Ltd...........................................................................6 Classified...........................................................................53 Dengie ..............................................................................25 Equine America ...................................................................9 Faulks & Cox Ltd..............................................................OBC First Thought Equine ..........................................................37 Griffin NuuMed..................................................................36 GWF Nutrition ...................................................................27 HorseHage ........................................................................26 Jack Murphy Outdoor Ltd ...................................................14 Kikon Equest .....................................................................38 Life Data Labs Inc ..............................................................12 Lister Shearing ...................................................................19 Magic Brush ........................................................................8 Merial Animal Health Ltd....................................................43 Parell Products Ltd .............................................................32 Pelgar................................................................................34 Pfizer Animal Health...........................................................51 The Animal Health Company ..............................................33 Saracen Horse Feeds ..........................................................29 Sherwood Forest Ltd ..........................................................13 Snowhill Trade Saddlery....................................................IBC South Essex Insurance Brokers..............................................5 Spartan Equestrian.............................................................12 Virbac Animal Health Ltd....................................................45 Web Directory ...................................................................54 Westgate EFI .....................................................................23 Westgate Laboratories .......................................................50 ............................39

BETA adds Bramham class to Gatcombe sponsorship THE British Equestrian Trade Association (BETA) is to support Bramham International Horse Trials’ CIC3* [international one day event] competition next year, giving the trade association a high profile presence on all four days. BETA will also continue as presenting sponsor of The Festival of British Eventing, at Gatcombe Park. Bramham takes place on 6 – 9 June near Wetherby, Yorkshire, close to BETA’s headquarters. This new sponsorship will give the trade association exposure in the north, matching that at Gatcombe (2 – 4 August) in the south-west. “Sponsoring events of this calibre allows us to raise our profile in a powerful and highly effective way, and to develop a deeper public awareness of our work and that of our members,” said BETA executive director Claire Williams. “The trade association is dedicated to rider safety, and sponsorship such as this is a great way to give something back to equestrian sport. “Our sponsorship experience at Gatcombe Park has been an immensely positive one and it’s something that has worked extremely well for us on all counts. We would now like to do the same with another landmark event, but this time in the north of England and sponsoring the CIC3* at Bramham was the obvious choice.” BETA has been presenting sponsor of the Festival of British Eventing – where it also supports the Pony Club Team Show Jumping – for the past six years. BETA plans to repeat Gatcombe’s annual traders’ breakfast and BETA Best Stand Awards at Bramham. The trade association will also have a tradestand at Bramham plus prominent branding around the event including in the main arena. Pictured are Claire Williams (on foot, left) and BETA chairman Alison Sherwood-Bruce presenting prizes to a Pony Club show jumping team at Gatcombe.

New country store for Yorkshire

Health and safety could be axed for self-employed THE Health and Safety Executive (HSE) has opened a three-month consultation on proposals to exempt selfemployed people from health and safety law. The Löfstedt review recommended that people who work for themselves be taken out of health and safety law if their work posed no risk to others. The Health and Safety at Work etc Act 1974 places duties on self-employed people to ensure that they and others affected by their activities are not exposed to harm. “The questions in the consultative document concern how best to give effect to Professor Löfstedt’s recommendation and HSE would particularly welcome comments from the selfemployed about the proposal.” said HSE policy advisor Sarah Wadham. The exemption will not extend to those self-employed whose work activities pose a potential risk of harm to others or who employ others, she added. The consultation ends on 28 October. The HSE Board will make a recommendation to ministers based on the results. The consultation is available online at:

WE JAMESON opens a new country store at its Masham, North Yorkshire-based mill this month. The family-owned business already retails a variety of horse and pet food, DIY and gardening products, plus livestock feed and fertiliser. However the new store will carry a much wider range, explained WE Jameson director Graham Jameson. “[Our customers] have regularly asked us for clothing, gifts and equestrian equipment while they were collecting their feed supplies,” he said. “We have plenty of space at our site in Foxholme Lane, so it seemed like a natural progression.” The new country store will use part of the original store building. The ground floor will cover almost 280 square metres (3,000 square feet) and a mezzanine level is also being built. Equestrian and outdoor clothing and equipment, gifts and cards with a rural theme, gardening and pet supplies will be stocked. Clothing is to include Toggi, Hunter, Sherwood Forest and Lazy Jack brands.

Battles raises £490k to fund expansion WHOLESALER Battles has raised £490,000 from Royal Bank of Scotland (RBS). “This shows that RBS will lend to business,” said Battles’ owner and managing director Jim Bowen. “You do have to go through more hoops than previously as the attitude of the banks to risk is

diminished, but we had coherent plans and up to date management accounts so that we could show that we knew and understood our business.” The Battles’ sales team has recently increased from six to eight, a spokesman for the Lincoln based company saying there were “many more plans to follow.” Battles’ own brands include Lincoln horse and leathercare, Super supplements, Hy clothing and saddlery accessories and Townend clothing.

Change of venue for BETA Conference THE British Equestrian Trade Association (BETA) 2012 Conference and AGM is set to take place at Whittlebury Hall Hotel & Spa, near Towcester, Northamptonshire, on Monday 29 October. Open to BETA members and non-members, the day offers an inspiring and informative programme of topical presentations by key industry speakers and plenty of prime networking opportunities. Speakers include Guy Blaskey, marketing director of Blue Chip Feeds and owner of Pooch and Mutt, focusing on growing sales through online media, dressage rider Sophie Wells talking of her Paralympic experience, Felicity Hails, of Lloyds TSB, giving tips on how to improve relationships with banks, Paul Kelly, of Blacks Solicitors, explaining what employers need to know about social media, Todd McCully, of Government Grant and Tax Consultants, asking who’s missing out on funding for research and development, and Michael McNally, a partner at Warners Solicitors, advising how to avoid the pitfalls of distance selling. “The conference is a fantastic way to top up on industry knowledge and keep abreast of all that is happening in the trade, and there’s plenty of time to catch up with colleagues and make valuable new contacts during coffee breaks and over lunch,” said BETA executive director Claire Williams. “Great care has been taken to ensure that the programme is relevant to all delegates, from manufacturers to retailers, and we’re really looking forward to welcoming everyone to the beautiful surroundings of Whittlebury Hall – our new venue for 2012.” The conference runs from 9am to 3.40pm and costs £45 plus VAT for members and £60 plus VAT for non-members. Preferential rates are available for those wishing to take advantage of a preconference overnight stay with dinner. To book a place, or for further information, contact Tina Rogers in the BETA office, telephone 01937 587062 or email

Weird weather prompts weighty warning THIS summer’s turbulent weather conditions have prompted Ellie Parkin of Elim-a-Net supplier Parell Products to urge retailers to be ready to help customers whose horses have weight related problems. “The inconsistent weather has lead to an influx of owners dealing with laminitis and overweight horses,” she said. “Demand for Elim-a-Net has significantly increased because of its unique Inner Net Design which helps prevent rapid forage consumption. This means that horses and ponies can’t gorge on their haynets, so their forage intake is spread more consistently, ensuring they aren’t left for long periods of time without any hay or haylage. “We urge retailers to help their customers be proactive rather than reactive to weight issues and maintaining healthy digestion,” added Ellie. Elim-a-Net comes in three different sizes - pony, cob and horse; each has an appropriately sized unique Inner Net Design, so horse owners can choose the best size for their equine.

Feed firm has new training suite TOPSPEC has launched a series of courses for retail staff in its new training suite at Middle Park Farm Research Unit at Pickhill, North Yorkshire. Delegates from Stokesley based Millbry Hill Stores and Toft Lodge Vets of Easingwold attended the first two days’ training. Courses involve a short presentation on retailer support and company history from TopSpec commercial director Michael Bacon, nutrition director Nicola Tyler discusses logical approaches to feeding horses and updates delegates on the TopSpec range and Ollie Reade explains the PetSpec for Dogs range. Attendees are well fed and watered throughout. “The initial two days were very well received and we’re planning further courses this autumn, with regular dates for retailer training already decided,” said Michael. Delegates who successfully complete a questionnaire receive Retailer Advisor certificates. Upcoming TopSpec training dates are September 12 and October 24 with places filled on a first come, first served basis.

ETN Newsletter is a hit THE Equestrian Trade News (ETN) newsletter has officially become a hit. Launched earlier this year, the weekly bulletin of equestrian trade news and views has an ‘open’ rate of 7.5% higher than the industry average for e-newsletters. And now ETN’s business partners have the opportunity to gain exposure on the newsletter. Companies booking series advertising of at least three slots within the upcoming 12 months will be invited to display their logos with links through to their websites on the ETN newsletter. “It’s a great and fast way of encouraging customers and potential customers to connect with your products and services,” says ETN advertisement manager Nicki Lewis. Find out more from Nicki on 01937 582111 or email If you don’t already receive the ETN newsletter, sign up at and click on ‘newsletter’.


GENEROUS GESTURE: Spillers has donated more than £12,000 to the Laminitis Trust. The feed company gave 20p to the charity for every bag of Spillers Happy Hoof sold during April and May. Founded in 1998, the Laminitis Trust is the only registered charity dedicated to supporting research into equine laminitis. Said its founder, Robert Eustace: “We are extremely grateful to Spillers; all the money will be used to help fund our laminitis research projects.” Robert is pictured receiving a cheque from Rachel Austin, Spillers’ brand assistant.

Why online shoppers dump their trolleys RESTRICTED or expensive delivery options cause 73% of consumers to abandon online shops at the checkout, according to parcel company DPD. Forty per cent of online shoppers complained that they are generally not offered a free delivery option with 37 per cent saying retailers annoy them when they limit delivery options or pre-select expensive options. Unsurprisingly, when questioned about their preferred delivery options, three quarters of people said free delivery. However, 26 per cent felt that timed delivery slots were more preferable than free deliveries, while 41 per cent of shoppers called on retailers to offer a wider range of delivery options. "Delivery is an integral part of e-retailing; the sale isn't complete until the customer receives their goods. And as our survey shows, the cost and speed of delivery are crucial factors in whether a customer completes a transaction or abandons their shopping cart at the checkout,” said DPD’s Dwain McDonald.

SQPs numbers at new high THE Animal Medicines Training Regulatory Authority (AMTRA) is celebrating its 5,000th SQP [animal medicines advisor] qualifying, with up to 750 now in equine suppliers. As the organisation processes its largest ever batch of candidates, AMTRA secretary general Stephen Dawson said the number of SQPs had increased from 3,500 just three years ago. “We are seeing growth in all four sectors of SQPs activity, with around 750 working in equine suppliers, 600 in veterinary practices, 2,100 working in farm shops and country stores and 1,600 in pet shops,” he said. The biggest growth in SQP numbers has been in pet shops. But Stephen said the more traditional agricultural and equine locations for SQPs were continuing to invest in new and more staff. “With the Internet bringing ever-greater price transparency, quality of service including quality and depth of advice, not just on the product being sold today but on how it fits in to an effective overall strategy, is one area where physical stores can continue to more easily offer an advantage,” he said. • See ETN latest AMTRA accredited CPD feature for SQPs in this issue of ETN.

New lines for autumn A SUPPLEMENT to Snowhill Trade Saddlery’s main catalogue is just out. Featuring new products for autumn/winter 2012/13, there are new lines from John Whitaker International and Sebago Boots. The Snowhill supplement also has new leatherwork from Windsor and Heritage, clothing from Caldene, footwear from Harry Hall, dog coats from Rhinegold and health supplements from Global Herbs.


New BETA members’ benefit AMERICAN Express FX International Payments is working with the British Equestrian Trade Association (BETA) to offer a cost-effective, online solution for sending payments overseas. “Through American Express, BETA members can pay their overseas suppliers through our advanced security online system with complete peace of mind,” said American Express vice president Rocco Magno. “We are proud to count a number of BETA members as clients who have kindly provided testimonials to the service we deliver.” Claire Williams, executive director of BETA, added: “BETA is very excited to add American Express to the list of companies who provide relevant benefits to our members. “Within the area of international payments and foreign exchange, it can be difficult to find a company which can be relied on to deliver a solid, all-round service. We use American Express ourselves, as do several of our members, and we can only praise them for their customer service, support and efficiency.”

BETA International bookings highest since 2008 BOOKINGS for BETA International 2013 (NEC, Birmingham, 17-19 February) are at their highest for four years 17-19 February 2013 Exhibitors have signed up for 5,063 square NEC, Birmingham, UK metres, several companies taking larger stands than at this year’s trade exhibition. “Figures are up on those of the same time last year and at their highest for four years. This is a wonderful endorsement of the trade fair and a strong indication of its strength, moving forwards to 2013,” said Claire Thomas, commercial manager of BETA International organiser EMC Ltd, part of the BETA Group. To date, 157 companies have booked for BETA International 2013, 17 up on this time last year, with an increase in stand space of 321 square metres. Famous names such as Shires Equestrian Products will be making their annual appearance in February. Walk Trot Canter, an equestrian and country-clothing distributor from Harrogate, will be a BETA International newcomer, as will saddle company Rebels of Sweden. Country fashion brand Ella London and toy and children’s clothing specialist Childs Farm are due to return for a second year. For further information or to book stand space, contact James Palmer, telephone 01937 582111 or email ETN is the official media partner of BETA International


The best show on earth…? With her uniform packed away and the souvenir relay baton given to everyone who worked at London 2012 on display, Penny Richardson can reflect on an Olympics many people are calling “the best ever”. Photos by Kit Houghton.

The acclaimed equestrian Olympic venue at Greenwich will be returned to a royal park by the end of 2012.


omehow, despite initial apathy, London was turned into a huge sports centre and people from all over the world arrived in our capital to enjoy what most agreed was the experience of a lifetime. The equestrian organising team must have mixed feelings: sadness that it’s all over after two years of preparation at the venue, plus relief that the whole thing happened without any semblance of a hiccup. Greenwich Park is a World Heritage site and had to be left in its pre-Games condition. This meant no material legacy for equestrianism, but our riders’ unprecedented success got them onto the TV news and the front page of most daily newspapers. This will hopefully ensure our trade reaps the benefit of more people wanting to learn to ride and emulate their new heroes and heroines.

How it happened Greenwich Park is situated in a leafy area overlooking the Thames, London’s Docklands and some of the City’s most iconic landmarks. As anyone who has been there will testify,

it’s very hilly indeed and the undulating ground posed the first problems. How do you produce an entirely temporary Olympics without damaging the fabric of the park? Equestrian manager, Tim Hadaway, and the venue’s general manager, Australian Jeremy Edwards, had to perform a delicate balancing act. A raised platform was built to provide the main arena — “field of play” in Olympic-speak — numerous training areas and stabling. The platform was supported by almost 4,000 steel pillars and a sand and fibre surface from British firm Andrews Bowen produced perfect going. An uphill gallop track from the stable area to the start of the cross-country course also proved popular with competitors from all three disciplines. “Spectators saw a level arena, but one end had to be raised by 3.6m using adjustable legs,” explains Jeremy Edwards. Grass seed was harvested two years before the Games to ensure similar new turf could be recreated afterwards, while 47 listed trees were boarded off and their roots protected.


The venue was built in phases, starting with Circus Field at the Blackheath end and finishing with the arena in the Queen’s Field — once used by Henry VIII for jousting tournaments. It will be reinstated as a royal park on 1 November.

The cross-country course The park’s terrain posed challenges when it came to creating a perfect six-kilometre cross-country course.Rock-hard earth and sparse grass, compacted over many centuries, had to be turned into a lush

swathe and crushed ironstone was used to create a surface with optimum grip on some sections. Elsewhere, 20 acres of grassland preserved the habitat for protected plants and grasses. After the Olympics,the original grasslands will be reinstated, together with several new areas.Tractors were all fitted with GPS screens to alert drivers to avoid especially sensitive areas. Eventing course-designer Sue Benson decided on a “let’s do

Every equine need was catered for in the Olympic stables.

England” theme for her fences, which were taken down within four days of the competition. “I didn’t have any regrets. I was more sorry for my coursebuilders when they had to wave goodbye to their fences, although I know we’ll see some of them again elsewhere,” she said.

Behind the scenes The horses enjoyed state-ofthe-art facilities. The veterinary clinic was the base for 164 staff, 162 of them volunteers. It featured a high-tech laboratory and an online information management system allowing xrays and sample results to be sent to consultants around the world. A £94,000 motorised horse ambulance was built for the Games. It is air-conditioned and includes a turntable floor allowing a horse to be forwardloaded and unloaded via the wide rear ramp. In the stable area, manager Nigel Trott and his deputy Bryan Elliott were on call 24 hours a day. The 200 stables housed up to 145 horses at any one time. From dust-free bedding to nonslip rubber matting throughout the complex, every aspect of comfort and security was addressed. Most horses were on dust-free shavings, although there was also the choice of straw. Hay was available in three varieties: British meadow hay, American timothy hay and American alfalfa hay. Horses also ate up to two kilos of carrots each day. Specific requirements were catered for, including end-ofblock stalls for nervous horses and ‘sniffer boards’ to prevent stallions getting too friendly with their neighbours. Fans ensured ideal temperatures and there were wash-down and

hand-grazing areas, an equine laundry and a farrier’s forge on site. Stables were mucked out into special wheelie-bins, removed daily to prevent contamination.

Competitions and support Showjumping coursedesigners Bob Ellis and Kelvin Bywater produced a tour de force with their fence designs, covering everything from British history to London landmarks. Some were made in Germany, but the majority should be seen again, as they were built at British Showjumping’s jump store. Crowd support also made this among the friendliest equestrian Games ever. Despite everything at stake, most riders were so relaxed that they wandered among fans, signing autographs and posing for photos. The British teams put much of their success down to the support of the best and most enthusiastic crowds anyone can remember. Nick Skelton, who led the charge to a show jumping team gold medal, summed it up neatly: “Without this crowd, we could never have done it. People said riding in an Olympics at home would add pressure but it was totally the opposite. It has to be my greatest moment, especially in front of all these people.”

“It has to be my greatest moment, especially in front of all these people.” Olympic gold medal winner Nick Skelton.

Celebrating the first British team show jumping Olympic gold medal for 60 years are, from left, Scott Brash, Ben Maher, Nick Skelton [ETN’s cover star] and Peter Charles.

In a result undreamt of even five years ago, the British dressage team won gold. From left are Charlotte Dujardin, Carl Hester and Laura Bechtolsheimer who also won individual bronze.

Charlotte and ‘that hat’ CHARLOTTE DUJARDIN, dual dressage gold medallist, wore her up-to-standard Charles Owen helmet while competing in the arena and during the medal ceremonies and photo calls. Speaking after securing her second podium place, the 27 year old told the BBC that she feels “unsafe” without it. "I actually fractured my skull through not wearing a hat. I was so lucky to escape from that and now it's something I always do. “People say you don't always need it but for me, especially in this kind of atmosphere, you never know what can happen." It wasn’t the first time safety headgear had been highlighted during the Games. Cyclist Bradley Wiggins weighed into the debate over wearing helmets in his sport after a cyclist was killed in a crash with an Olympics coach. The gold medallist and Tour de France hero said he thought cyclists should have to wear helmets under the law – as is currently the case for horse riders under the age of 14 when on a road.



Hats that made headlines

CHARLOTTE Dujardin’s decision to wear an up-to-standard helmet during her gold medal winning Olympic performances made headlines – and made it ‘cool’ to stay safe. As could be seen from the logo that appeared on pictures of Charlotte that were beamed around the world, her hat is by Charles Owen. The headgear brand is also the choice of team gold medal winning show jumper Nick Skelton. Nick wears the Ayr8 Leather Look, a low profile helmet featuring centrally located front and rear ventilation holes covered in mesh. The side panels are covered in leather look fabric. Charlotte’s hat is also an Ayr8, with custom piping. Available in black, navy and brown, centre panels can be in black or navy for a classic look or heat reflective paint of gold or silver for thermoregulation. The GRpx technology harness encourages a perfect fit. t Charles Owen 01978 317777.

Brush that does the trick MAGICBRUSH – the grooming sensation that’s taken Europe by storm – is now available to UK retailers. The secret behind MagicBrush is its unique triangular and conical shaped bristles which allow for cleaning, grooming and massaging all in one action. Virtually indestructible and machine washable, the brushes are supplied in three sets. Classic comprises red, blue and yellow brushes; Pink contains fuchsia, pink and purple, while turquoise, light blue and green come under the Green heading. The brushes can be used on any part of the horse’s body - with the top making a good sweat scraper - as well as on saddle cloths and rugs that have collected horse hair. MagicBrush was developed by horse enthusiast Eva-Marina Bohm in 2009 and is available to the trade from Munich based E. Bohm. “After our great success in Germany, Austria, Switzerland and Scandinavia, especially Sweden, we are very proud now to be able to offer our brushes to the UK customers,” said Eva-Marina. t 00 43 676 520 63 38. • ETN has tested a MagicBrush – and it’s fantastic! The horses love being groomed with it; it’s gentle on faces and legs. It’s small enough for children’s hands, yet tough enough for dried-on mud. It also works well on dogs and hairy numnahs. We also found that MagicBrush can be used to groom manes and tails without breaking the hair. No yard should be without one!

Stable mat is antibacterial EQUIMAT PLUS is a new stable matting from Davies & Co that uses silver ion technology to destroy the bacteria which cause infections. Available in green, Equimat Plus is supplied in 28mm thickness. It could prove especially beneficial for horse with injuries or on box rest. t Davies & Co 01563 513456.


Haynet innovation

New all-action boot

A HAYNET that uses an elasticated bungee to replace the usual rope makes filling and hanging the net quicker and easier. It could also help prevent accidents, says its inventor Jane Butt, a British Horse Society qualified horsewoman. The Easy-Net is fully patented and distributed exclusively by Shires. The bungee that replaces the rope that holds the net together and is used to tie it up is fitted with a ring and hook – a design with several advantages. The weight of the bungee means the Easy-Net can be laid open for filling from the base upwards without struggling to hold it open. More importantly, the elasticated effect counterbalances the net so that, as it empties, it draws back up. This should avoid the most usual cause of accidents with haynets - horses getting their feet caught in empty ones. The loop and hook on the bungee fastening rope also negates the need to tie-up the net with a fiddly knot; instead, it’s simply and quickly clipped up. The hook and clip arrangement also means the Easy-Net – or several Easy-Nets - can be carried on one’s shoulder while leaving he hands free to open stable doors or carry other items. The Easy-Net has a RRP of £11.99. The elasticated fastening, also patented, will shortly be available separately and can be used to convert conventional haynets or for repairs. t Shires Equestrian 01568 613600.

THE TRI-ZONE Airlite Impact Sports boot has been created by Equilibrium Products for allaction equestrian sports such as cross country, racing, hunting, driving and polo. Independently tested, the boot is breathable, lightweight and highly protective. Weighing under 200gms wet or dry, each layer of the construction is perforated to prevent overheating of the horse’s legs. The Airlite Impact Sports boots has been tested for its flexibility too, to ensure it doesn’t interfere with horses’ natural movement. “We believe that there isn't another boot available at the moment which addresses the leg health issues of the horse in such detail,” said a spokesman for Equilibrium Products. One size fits most horses; RRPs are £59.95 for a pair of front boots and £69.95 for hinds. t Equilibrium Products 01442 879115.

Spray-on grooming COAT SHEEN & Tangle Free by leovet is a complete grooming spray. Supplied in a 750ml bottle, it detangles the mane and tail, repels dirt and dust, adds body and fullness and helps protect the hair from damage. The RRP is £8. t Agrihealth 02838 314570.


Bling gets sophisticated

Sweet smell of success

SWAROVSKI crystals and black velour combine in this new helmet from German manufacturer uvex. The new ‘suxxeed glamour’, which joins the uvex dressage helmet range, is said to look as elegant as a top hat yet offers real protection. The helmet is made in Germany using injection moulding. The outer shell, made in thermoplastic – a durable polymer, is bonded to an inner helmet made from EPS foam. The uvex suxxeed glamour features the brand’s climate-regulating interior which transports away warm air for a cooler head. The CoolMax moisture wicking fabric liner is antibacterial, anti-allergenic, removable and washable. It’s available from late November 2012, with RRPs from €449.95. t uvex Sports +49 (0)911-9774-4255.

WESTGATE EFI has been appointed exclusive distributor for the Emvelo equine hygiene range which includes Stable+, Breathe+ and Protect+. Formulated to create a healthy environment for horses and owners, the natural products combine beneficial bacteria with essential oils. “By acting on the floor and bedding, Stable+ helps balance the microbial levels in stables or horseboxes, Breathe+ is designed to aid the respiratory tract which is extremely sensitive to stable odours and Protect+ can be applied directly to the horse to deter irritating insects,” said Emvelo managing director Gill Goddard. All three products are available in ready to use spray packs, as well as bottles of concentrate which are ideal for larger yards. t Westgate EFI 01303 872277.

Reducing poll pressure FIRST THOUGHT Equine has launched a bridle headpiece to help reduce poll pressure. The Kinda can be fitted to any standard bridle. It has a padded base, and the normal bridle headpiece threads through a hidden channel at the top for a smooth appearance. The product also helps alleviate pressure from the ‘bridlepath’ section of mane behind the ears. The Kinda has a channel running beneath it, like a saddle gullet, in which the trimmed section of mane can sit. In addition, it may be useful for horses with big ears whose headpieces are prone to pinching. With an RRP of £49, the Kinda comes in black or brown. t First Thought Equine 01227 831614.

Just what your customers want LEADING supplements supplier Equine America has always been quick to respond to consumer wants and needs. And that’s very much the case with its two latest launches. New Cortaflex HA Regular Solution has an RRP of just £19.99 (for 946ml – one month’s supply for the average horse) and is the subject of a special introductory offer. “Although our Cortaflex Powder is still our number one seller, some customers insist on a liquid supplement - but not everyone can afford our Super Strength Cortaflex HA solution and not every horse needs it,” said an Equine America spokesman. Freshly formulated Cortaflex HA Regular Solution is probably the least expensive liquid joint supplement on the market and, says Equine America, and probably the second most effective after Cortaflex HA Super Strength – and not that far behind.

Least expensive liquid calmer? Public demand has also been the driving force behind another new Equine America product, a liquid version of its So Kalm Powder. So Kalm Liquid has a special introductory RRP of £19.99 (for 946ml). As well as being cost effective, it’s highly palatable to horses and easy to use.

Racing certainties Part of Equine America’s secret in reacting so quickly to what the horse world needs is the close involvement of its managing director Phil Middleton. A horseman through and through, Phil particularly loves his racing. As a permit holder, he trains a handful of horses each season with a strike rate that’s the envy of many a professional handler. Of course, he doesn’t give too much away, but there’s no doubt that many Equine America products are used judiciously to produce results with horses that perhaps haven’t previously shown such sparkling form. Like Ice, pictured here ridden by AP McCoy no less and named after Equine America’s popular leg cooling product, was one half [with Olympian] of a Middleton-trained double at Towcester in earlier this season. As can be seen in the photograph by Gavin James, Equine America also supports the sport of racing with initiatives such as fence sponsorship. “Yes, I do give the racehorses Cortaflex,” said Phil. “And I use many of our other products on them too. It’s a great way to get a feel for what really works.” t Equine America 01403 255809.

Massage those sales! CYCLO-SSAGE Equine has introduced a series of payment plans for its full body Pro- Equine Therapy Systems. While the funding is aimed at consumers, particularly large competition or livery yards, Cyclo-ssage can also work with retailers. “The value of the stock makes wholesaling an unrealistic option for most retailers, so Cyclo-ssage works under agency agreements very much based on individual needs. This works extremely well for retailers based at equestrian centres,” said a spokesman. The therapy system delivers deep muscle massage and can be used for maintenance and rehabilitation. t Cyclo-ssage 07785 315310.

Toys, tractors and horse treats…it must be Tincknells! Diana Tincknell threw over a glamorous job in marketing to return to her family’s ‘Aladdin’s Cave’ of a country store. Katie Roebuck finds out why.

Tincknell Country Store in Wells, Somerset, is Tincknell through and through. Founded in 1925 by Robert Tincknell, it was originally established to provide agricultural and ironmongery supplies for farmers and blacksmiths. Today, the fourth generation of Tincknells is in charge; namely Diana Tincknell and her brother Robert Tincknell.

“We have parts and accessories for farmers and an expanding toy section.” Robert joined the business in 1995 when he was 17. He trained as a John Deere mechanic as Tincknells had a franchise until 2006. That same year, aged just 26, Diana joined her brother as a director of the company. “I went to university and then worked in the marketing department at Jaguar and Land Rover in Warwickshire,” said Diana. “But I got itchy feet. I didn’t feel challenged in my job so I dragged my husband back to Somerset. He also works in the business now after initially helping me out when I was on maternity leave earlier this year. “Being a family business, it felt natural to want to be

involved in every decision, but when I returned at 26 it did feel like a big responsibility, certainly different to a normal job where you report to someone else.” Diana is in charge of the two country stores, the second, smaller Tincknells being in Congresbury near Bristol. Robert looks after the fuel subsidiary and the property development side of the business. Their father Philip remains the chairman and attends board meetings, but has taken a step back to allow Diana to make her mark. Diana and her brother both have young children, potentially the fifth generation of Tincknells to work in the business. Diana finds great motivation in keeping the business going for them. Owning two horses means she can also relate to the store’s equestrian customers, putting herself in their boots when they come into the shop. “We are not a saddlery as such,” she explained, “but we try to make sure we cater for riders. We have the feed shed and to complement that we sell supplements, fly sprays and health care products. “We try things in store and if they don’t sell, we change it. We have a range of rugs, buckets and grooming equipment. We also sell jodhpurs, boots, hats and body protectors.” Tincknells’ staff are trained to fit Rodney Powell body protectors and Champion riding hats, but Diana admits


that feed sales dominate the equestrian section. With three other tack shops within a five mile radius, Diana is reluctant to turn the equestrian department into a fullyfledged saddlery. “We’ve noticed people tend to come in for feed and from that pick up something else,” she added. “We’d like to put more in, expand the range and offer more choice, but we are limited on space. On the other side, people seem to have a tight budget to spend on their horses on the moment which is another reason we have held off. People are strapped for cash.” Diana’s caution seems justified considering the proximity of potential rival businesses, the economy and the confines of the set up of the store building. Her great grandfather bought the site in 1934, but the country store building wasn’t built until the early

1950s. Diana’s father Philip grew up in a flat on site. Little has changed and Diana is keen to see the whole thing re-developed. Six years of wrangling with the local council about selling the site to a supermarket proved fruitless; no progress was made. “We would either stay here on this site or move if we had somewhere to go, but either way we would definitely stay in Wells,” said Diana. “Head office has already moved half a mile up the road; but that was in anticipation of Sainsbury’s buying the site when we needed to be able to move quickly.” For the short term, Diana is concentrating on developing their online shopping site. Previously Tincknells has sold children’s toys and cookware online, but soon all stock will be available to buy in one place at the click of a mouse. The range Tincknells stocks

Behind the counter: Diana in Tincknell’s horsecare department which is popular with long-standing customers.

The way we were: Tincknell Country Store was founded in 1925 and is now run by the fourth generation of the same family.

is varied and surprisingly vast. It is easy to see why the store has been described as an Aladdin’s Cave. It has a modest exterior, but once inside it is well lit and thoughtfully laid out. Despite a clear lack of space, the equestrian section in particular has enough room to be able to pull out and inspect the rugs, without wiping out any nearby displays. When the local mill closed down early on in the Millennium, Tincknells took it on and the feed shed became one of their busiest departments. Other departments are equestrian, country clothing, pets, aga and cookware, tools and hardware, country kids’ toys which has expanded due to its popularity, gardening and seasonal goods. “It is quite a varied range with lots of different aspects. We have parts and accessories for farmers and yet we also have an expanding toy section, which my kids love spending time in,” said Diana. The Wells store has six fulltime and four part-time staff; the ‘newest’ of the full timers joined eight years ago! The store oozes tradition and loyalty; changes are few and subtle as the majority of its customers are long term and local. To reflect this, a popular card loyalty scheme is run. The store itself has an easy and relaxed atmosphere and it is not unusual to hear banter at the till between staff and regulars. Having the family at the

core of the business is fundamental – as is the business’s customer base which has known, used and loved Tincknell Country Store for generations.

Diana Tincknell hopes to buy Snow Swan at auction to keep the sculpture at the store.

This summer, Tincknells has played its part in Wells’ Diamond Jubilee celebrations by looking after a magnificent swan sculpture. Tincknells’ swan – known as Snow Swan and by Mary Griese depicts a rural snow scene and resides by the store entrance. It’s one of a flock of 60 displayed in a sculpture trail across Wells to mark its status as England’s smallest city. Tincknells Fuels is also sponsoring a swan called Blue Flame. All the swans will be auctioned off this month (September) outside The Bishop’s Palace in Wells to raise money for local charities. Diana is keen to buy the Snow Swan so it stays at the store permanently.

When one sale leads to another Clipping and rugs go together like bread and butter. When you customers do one, they need the other. A second skin

For Autumn evenings

New colours and volume discounts

SUPREME Products says its Body Wrap can be compared with a second skin. Its tailored fit, secured with zipped belly flap, neck zip and leg straps, is popular with owners seeking to keep horses and ponies warm to help maintain a perfect coat. RRPs are from £90 and it’s available in navy, black, red and purple. t Supreme Products 01377 229050

THE Quiltmasta Light Fixed Neck Check is a perfect lightweight stable rug for chilly autumn evenings. From the Masta stable, it’s in channel quilted 210 denier lightweight polyester with antirub satin lining at the neck and chest and 4oz/115g of filling. Available in eye-catching royal blue check, it has an RRP £53.99 and comes in sizes 4’6 to 7’3. t Matchmakers International 01274 711101.

THE Rhinegold Combination Outdoor Rug now comes in a smart, new mocha /navy check as seen in our picture. Classic blue/white check remains available too. The 1000 denier, rip-stop, waterproof, breathable outer, attached neck cover and 320gsm polyfill ensures the rug is as practical as it’s stylish. The breathable nylon lining, front shoulder pleat and seamless back design - which helps to stop wither stress and leaks, make this a comfortable rug for a horse to wear and move in. It’s also secure and easy to fit with cross-over surcingles, legstraps, double chest straps, strengthened surcingle guides and twin, easy 'click in' buckles on the neck cover. Sizes range from 5’6” to 7’. Volume discounts are available; prices to the trade start from just £35.50. Also new is a classic navy/white check pattern for Rhinegold’s Dakota and Boston stable quilts. The Dakota features a full neck design with 300gsm polyfill, breathable 600 denier outer, front shoulder pleats, cross over surcingles, leg straps and tailguard. The Boston shares the same high specification but is available in smaller pony sizes. Both are still available in eye-catching plum/grey check too. Sizes are 5’6” to 7’. Volume discounts are offered with prices from £20.50 to the trade. The Boston is available in sizes 4'6" to 5'3" and, taking advantage of volume discounts, is priced from £19.50 to the trade. t Snowhill Trade Saddlery 01243 672323.

Top to tail warmth WESTGATE EFI has added a new turnout to the Mark Todd pony rug range. The Mark Todd Heavyweight Combo Pony Turnout has a 1,200 denier Teflon coated outer fabric over a 350g insulation layer and a nylon lining. Features include quick release chest fastenings, cross surcingles, shoulder pleats, tail flap, leg straps and a neck cover with inset panel at the withers for freedom of movement. It’s available in navy/ocean blue in sizes 4'3" to 5'3". t Westgate EFI 01303 872277.


How to display rugs


RUGS may seem all neat and tidy in their bags, but that doesn’t give the customer much chance to appreciate the differences in quality and features. And if they start pulling them out of the bags themselves, you can quickly end up with a mess. So have one rug of each design out of its packaging so customers can feel the weight of it and see the types of fastenings. The sheer number of options can be overwhelming for some customers and many people will feel awkward about asking you too many questions. Have the specifications clearly marked so that the weight, denier, special features, size range and price are all very visible. This should allow them to feel more informed and therefore confident about making a choice and a purchase. If you have space, a hanging rail is perfect as rugs can be hung from lightweight to heavyweight giving the customer an easier view of what’s available, again without having to keep asking. Generally people like to be left to have a good look without being 'pestered'. But they do need the right information on a product if they are going to choose to buy it. • With thanks to Snowhill Trade Saddlery. See the latest Rhinegold rugs at Snowhill’s new trade-friendly website

Designed by Pippa NEW for from Tagg is this Funnell duvet under rug. Designed by top eventer Pippa Funnell, it does away with the problem of multiple front attachments across the horse’s chest. Instead, the front overlaps across the chest and fastens with an adjustable clip below the withers on the nearside of the rug. The duvet is a medium weight cotton quilt, ideal for use under any style of rug. In sizes 4’9 to 7’, the trade price is £22.95. t Tagg Equestrian 01636 636135.

TIME TO CLIP Sparkling new additions HEINIGER has launched the Saphir Style and Saphir Cord, available exclusively in the UK from Cox Agri. Both feature A5 type detachable blades and quiet, yet powerful motors. The Saphir and Saphir Style allow 50 minutes’ clipping from a 45 minute charge, supplied with two batteries. Your customers can clip cordless with the original Saphir and Saphir Style, or save money but get the same quality Swiss engineering with the mains powered Saphir Cord. t Cox Agri 0845 600 8081

Well oiled Top thermal protection FROM leading European wholesaler Ekkia, this Equit’m stable rug is designed to protect horses against the coldest of conditions. With a 1,680 denier, tearresistant outer in polyester, the rug’s excellent thermal qualities can be atrributed to its 400g of polyfill. A breathable nylon lining limits chafing, especially on clipped horses. The chest closure has quick release snaps with a choice of two positions and a self-gripping strap for easy adjustment. Other features are a shoulder gusset, synthetic sheepskin wither pad, low cross surcingles, adjustable and removable elastic thigh straps with snaps, and an anti-chafing tail flap with strap. The Equit’m comes in navy or white/burgundy. Sizes are 5’9” to 7’ and the RRP £95. t Ekkia +33 (0)3.

FINE Bactericidal Clipping Oil from Barrier Animal Healthcare contains herbal concentrates and a natural disinfectant to protect horses’ skin and clipper blades alike. The non-toxic, non-irritant formula makes it ideal for horses with sensitive skins while helping to keep the blades cool and smooth running. It’s available in 250ml with an easy-to-use flip top lid. t Barrier Animal Healthcare 01953 456363


ANYONE who’s ever clipped a horse knows the benefits of wearing overalls. Apart from saving your clothes from becoming clogged with horse hair, tidy overalls mean there’s less chance of flapping or loose clothing causing a hazard. So why not stock some overalls to offer your customers who are about to clip? All-in-one farmers’ boiler suits work well. EQUESTRIAN TRADE NEWS SEPTEMBER 2012 19

• Colin Smith, group sales manager at bedding producer Plevin, was jumping for joy when Britain won the Olympic team show jumping gold medal. Plevin has been supplying team member Ben Maher with Snowflake Softchip for the past six years. “Watching Ben win gold, knowing that his horse [Tripple X] uses our bedding, was an incredible feeling,” said Colin. “I texted him after watching on TV, and he replied thanking me and saying that every minute of the contest had been amazing. “On behalf of everyone at Plevin, I would like to congratulate Ben and the rest of the show jumping team on a fantastic achievement. Ben is a world-class rider and a great guy. It’s amazing to think that we’ve played a small part in a British Olympic gold medal!” • Pest Control specialist PelGar International has appointed Richard

Applegarth as territory sales manager for the eastern counties. Richard previously worked as a sales representative for Battles before joining CWG, initially as a branch sales manager and then regional sales manager at the retail chain’s Stamford, Towcester and Melton Mowbray branches. “I’m excited to be working for PelGar which has an impressive portfolio of products and an enthusiastic approach to its business,” he said.

• Wendy Beal, retail manager at R&R Country’s Melton Mowbray store, is “not keen on heights” – which makes her upcoming charity parachute jump all the more brave a gesture. Wendy is set to tandem skydive this month (September) from Langer airfield in Nottinghamshire to raise funds for the Mark Davies Injured Riders’ Fund. She was inspired to support the head injury charity after working at the Olympics as a volunteer on cross country day. “I scraped two riders off the floor,” Wendy told ETN, “and it made me realise that we may all need their services at some stage.” To sponsor Wendy, visit

• Terri Roberts, human resources manager at LLanrwst, North Wales retailer Farm and Pet Place, has been chosen as a finalist in the ‘Leader of the Year’ category of the 2012 Specsavers Everywoman in Retail awards. Businesses with a turnover of under £200m are eligible. The result will be announced this month (13 September) at the Woman of the Year ceremony at the Savoy in London. In the finals, Terri is up against Jo Davies, founder and managing director of Black White Denim from Cheshire and Sarah Halsall, retail director of Liberty Ltd, London. Now in their fifth year, the Everywoman in Retail awards recognise the achievements of women in the retail sector. Although more than 60% of retail staff are female, women make up less than 5% of chief executive officers. “Although there are not as many women in senior positions as there should be, there are many good prospects in the retail sector,” said Dame Mary Perkins, founder of Specsavers. “Many of our stores are owned by female opticians who recognise the importance of excellent customer service and high retail standards. I congratulate all the entrants in this year’s awards. Each is a shining example to women in business.” • Linda Kennard, new to Lincoln based wholesaler Battles, started work last month as a sales rep covering the south-east/south of the M4 territory. Linda has previously worked for NAF and Baileys Horse Feeds; her most recent position was retail manager at Crown Corner. • Pfizer Animal Health has appointed Wendy Talbot as national equine veterinary manager for the company’s equine business unit, home of Equest and Equest Pramox wormers and Equip vaccines. Wendy qualified as a vet from Bristol University in 1999, after which she completed a residency in equine internal medicine at the University of Liverpool. She’s spent the past six years in equine practice in the midlands - and joins Pfizer fresh from a stint at Greenwich Park as an official vet at London 2012. Ben Lacey, equine business unit manager at Pfizer, said: “Wendy will be an integral part of the equine business unit working with me, the equine product manager and five account managers to help deliver unsurpassed value to our customers.” Wendy said she was “looking forward to applying my equine veterinary knowledge in a new capacity.” EQUESTRIAN TRADE NEWS SEPTEMBER 2012 21

• The 2013 Festival of British Eventing, presented by the British Equestrian Trade Association (BETA), will host the cancelled 2012 Dodson & Horrell Novice, Smith & Williamson Intermediate and British Eventing Open Championships at Gatcombe Park. The 2012 fixture, brought forward to avoid a clash with the London Olympics, was cancelled due to waterlogged ground. “The organising team here at the Festival is very happy to accommodate all three championships that are going to be carried forward,” said Mark Phillips, co-organiser.

• Redpin Publishing is to return to BETA International 2013 as sponsor of the New Product Gallery for the third year running. “The New Product Gallery is a vital part of the trade fair, as it highlights those brands that are pushing the boundaries and expectations of customers, and that’s something that sits very well with our own ethos,” said Redpin Publishing owner Sara Haines. “The New Product Gallery flags up all the just-launched gear and equipment, and helps point visitors in the right direction.” Items displayed within the New Product Gallery [participation is open to all exhibitors] are clearly labelled and marked with stand numbers for easy identification in the exhibition halls. The feature area is to get a design update for 2013. Redpin Publishing joins fellow sponsors TopSpec, Caldene and Virbac Animal Health, the latter returning as main sponsor of BETA International 2013. BETA International is the leading trade fair for the equestrian, pet products and country clothing markets. The 2013 show takes place at the NEC, Birmingham, from 17 to 19 February. For further information or to book a stand, contact James Palmer, telephone 01937 582111 or email

Photo: Bob Hook

• Clayton Fredericks, Harry Meade, Fiona Hobby, Sam Griffiths, Matthew Wright and Mark Todd are among the top eventers lining up for Express Eventing this autumn. A round of the ‘one seat sees all’ competition is scheduled for HorseWorldLive, the new consumer show at ExCel, London, on 17 and 18 November. • Top show jumper Tim Stockdale has been appointed a Stübben ambassador for the saddlery brand. “I couldn’t be more pleased,’ he said. “I’ve always used Stübben products and believe in the quality. The chance to use and try out the new range of saddles and bridles is great for me and the feedback I can give to Stübben should help them.” “It’s a win-win situation for both parties,” said Frank Stübben. “Tim is one of the top riders in the world, so his help and experience will be invaluable.” Stübben Riding Equipment UK and Ireland Ltd was brought under the control of Frank Stübben’s Swiss headquarters earlier this year following the retirement of Andy McCune who had been a franchiser for the brand for 21 years.

• Bedding producer Plevin was the title sponsor of the 2012

Plevin British Showjumping Scope Festival at Staffordshire County Showground last month. The company supplied 7,000 bales of Snowflake Softchip bedding for use in the event’s 1,400 temporary stables.

• Likit Products is sponsoring The Pony Club Open Eventing

League. “Young riders have long embraced Likits, so we see this as a great opportunity to give something back to that sector of the horse world,” said marketing manager Lindsay Gall. “We are especially pleased to be working with The Pony Club which gives such a terrific start for the riders of tomorrow."

• The World of the Horse (WOTH) shopping pavilion is offering

adverse weather insurance for its exhibitors at Burghley and Blenheim. If the event is cancelled before it starts, traders will receive a 100% refund with a pro rata refund for cancellation mid event. “We recognise that the 2012 season has been very hard on trade exhibitors with the cancellation of so many events,” said Jamie Hawksfield, managing director of EV Events which runs WOTH. “This workable policy gives exhibitors valuable added protection against adverse weather.” WOTH at Blenheim (6-9 September) has a few spaces left. At Burghley (30 August – 2 September), the pavilion moves to a new site near the Lion Bridge and members’ marquee. 22 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS

• Tagg Equestrian sponsors the amateur classes at the Festival of Show Jumping at Arena UK this month and is also the show’s official rug provider. “Arena UK is a fantastic venue, near to our Newark base,” said Tagg’s managing director Tom Eastwood. “We welcome the opportunity to support the up and coming riders of the show jumping world.”

• Olympic riders Mary King, Ben Maher, Carl Hester and Charlotte Dujardin are to appear at Your Horse Live at Stoneleigh Park, Warwickshire on November 10 and 11. More than 18,000 consumer visitors are expected to attend the event to shop around the 300 tradestands, watch demonstrations and find out about the latest feeds, bedding and new equestrian products. Others go to Your Horse Live to collect information on everything from safety to riding holidays. “[Trade] exhibitors really will get one of the best chances to display their products,” said a spokesman. “With shopping indoors, there will be no stopping visitors who will be desperately seeking some retail therapy.”

• Dorset-based Eco ComfyBed is the new official bedding supplier at the Horse of the Year Show (HOYS) which takes place from 3 – 7 October at Birmingham’s NEC.

• This is no Saturday afternoon gymkhana; this is Brian Kennedy and Allie winning their class at the Mounted Games World Individual Championships last month. There are some interesting sponsorship opportunities surrounding this exciting sport that clearly attracts the men and boys. “We would love a sponsor,” said Mary Woth of the Mounted Games Association of GB. “We attend some of Britain's top county shows and country fairs as a main arena attraction, so could offer any potential sponsor excellent advertising opportunities.” Mary can be reached on tel 01298 24292 or 07971201830. (Photo courtesy Bella Capel Photography.)

• Leading European wholesaler Ekkia has become the first official supplier to the Alltech FEI World Equestrian Games (WEG) 2014 in Normandy, France. The deal gives Ekkia exclusive rights to manufacture and market its own-branded Equi-Theme range incorporating the WEG logo. The collection will be available at on-site stores during WEG and online.

What’s all the fuss about fibre..? Merchants need to know their feed facts when serving today’s information laden consumers, says Dr Teresa Hollands.

e can feel optimistic. Information is more easily accessible now than ever before.


As a retailer, what’s the best way to respond to this information overload - particularly as 80% of it sourced from the internet is not peer reviewed and often of debatable origin? Surely facts are facts; yet the horse world is no different from other industries where the customer has forsaken rational thought for faith, feel good or politically correct/fashionable words or trends. That being the case, whether we are selling fibre or a rug, should we even attempt to discuss an issue on which the customer obviously has such strong views - especially if we risk either putting them on the defensive or making them feel ‘silly’? At Dodson & Horrell, we have that dilemma daily on the Helpline. It doesn’t take long to learn to spot those customers who, over a period of time and via sensible discussion, can be converted to the new information and others ...well, they are best left to their beliefs! So what’s all the fuss about fibre and should there be any doubt about the well accepted fact that it is the feed that horses evolved to digest and therefore should provide the foundation of their diet? Well no......but misunderstanding of fibre and its limitations has certainly contributed to the increase in fatness we see, both in the leisure and performance markets; and that is a welfare issue. Under the Animal Health and Welfare Strategy, all of us in positions of authority that offer advice on feeds at point of sale have responsibilities to understand as much as we can about the five letter word.

Why we need to know more about fibre 45% of our fibre intake comes from whole grain cereals and there is a large body of scientific evidence that shows that whole grain cereals reduce the incidence of numerous diseases in people. But, yes I know, horses are not humans and that is the first caution to be flagged; while using human nutrition to help us understand horse nutrition is often helpful; sometimes it’s inappropriate directly to extrapolate.

However in this instance it flags nicely that we need to remember when we are talking to our customers that fibre is more than just forage. It’s OK, we at Dodson & Horrell still believe passionately that a horse’s diet should always be based on forage and other fibre sources which will provide your customers’ horses with bulk and nutrition to support their needs for nutrients, occupational therapy (chewing), gut health and trickle feeding. However, as conventional fibre sources become more scarce and expensive due to the increased demand for food crops and bio-fuels, it’s our responsibility to ensure that horses have alternative fibre supplies in their diet. A happy digestive tract requires striking a balance between difference fibres supplied in the diet. In the not too distant future, we’ll all be using and selling ingredients that customers are not as familiar with - and we’ll need to talk to them about not just the products, but the new ingredients. This year’s harvest looks to be expensive on the world stage and there is a limit as to how often customers will be prepared to pay for increasing raw material price increases.

How your customers think about fibre We tend to think of fibre as long and green or maybe preserved and therefore slightly brown, (grass, hay, straw). Thus the words fibre and forage have become synonymous in our minds. However, human nutritionists define fibre in a slightly different way, mainly because people cannot digest forage but we can digest some fibre. Forages contain fibre but not all fibre comes from forages.

What is forage? Forage is ‘the edible parts of plants (other than the separated cereal), which is used as feed for grazing animals or which can be harvested for feeding’1. Forage varies in its nutritional value dependent upon how much fibre it contains and what type of fibre. Forage crops can contain between 30-80% fibre2. Anything that isn’t fibre ie. the cell content can be easily digested and immediately available in the small intestine.

What is fibre? Fibre is defined as ‘lignin and plant polysaccharides that are not digested by mammalian enzymes’ which make up the plant cell wall. So, in order for horses to get the goodness from fibre, they need micro-organisms to ferment the fibre and break it down into substances that they can then absorb. If you chemically dissolve the plant’s cell wall, then you find carbohydrates eg cellulose and hemicellulose as well as lignin. Lignin is not a carbohydrate but it combines very strongly with other plant 24 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS

fibre carbohydrates. Even horses struggle to digest fibre that contains lots of lignin. This is because lignin, in order to give more support to the plants intertwines with the cellulose and hemicellulose which acts as an obstacle to the fibre being digested by the bacteria. Fibre is ‘stored’ in the cell walls of forages, plants, seeds, cereals, leaves and stems. It is made up of a number of structural carbohydrates which give the plants the strength to grow upwards and support themselves as well as protect vulnerable seeds. Think of fibre as the plant’s equivalent of scaffolding or a skeleton. The older and bigger the plant, the more support it needs.

What feeds contain fibre? All plant feed ingredients contain fibre. People are encouraged to eat whole grains (cereals) because cereals contain between 12-18% total dietary fibre (TDF). In fact in the UK, about 47% of our fibre intake is from cereal ingredients and 35% from vegetables3. All plant foods contribute some dietary fibre to the horse’s diet and the different fibres contribute different characteristics and health benefits to the horse. All of these are sources of fibre but they contain different amounts and types of fibre in their cell walls and therefore the horse’s bacteria digest (ferment) them differently. In fact, some of the fibre can be fermented (digested) and the cell contents broken down by enzymes (not bacteria) in the small intestine. The difference in fibre content explains why there are more calories in grass compared with hay and why horses get fatter on hay compared with the same quantity of straw. Fibre content in feed ingredients as measured by NDF (a way of chemically dissolving cellulose, hemi cellulose and lignin from the rest of the plant)

% NDF ( a measure of fibre; higher levels means more lignin; low levels mean little fibre)


11 20-26 30 22-36 37 46 40-56 45-60 55-65 68 73

Wheat Barley Young Grass Oats Young Alfalfa Sugar Beet Alfalfa Hay Haylage Grass Hay Oat straw Wheat Straw

Fibre types If you are really into botany and plant physiology, then it is possible to characterise fibres according to their composition and in many animals this has been studied in relation to the health of the digestive tract. What is clear is that fibre from different sources is healthier than from one botanical source4. So a horse being fed a grass hay, Just Grass and a grass nut is likely to have a less diverse population of micro-organisms in their gut compared to a horse that gets its fibre from several different sources. However, there are few customers who want to spend time in your store listening to an in depth discussion on fibre types and you probably don’t want to read about it here, so I thought it easier to divide fibre into the following types. Filler fibre: Straw is a good example of a forage which contains filler fibre. The horse’s equivalent of human celery, it contains so much of the fibre called lignin in its cell walls that even the bacteria struggle to digest it. The calorie value of the straw to the horse is proportional to the amount of lignin in the straw. Wheat straw is very indigestible to horses as it contains not only the most lignin but also silica.

Horses in light work and good doers will benefit from some filler fibre in their diets; horses in hard work would not normally be given filler fibres. Fuel fibre: Alfalfa contains the same amount of energy (calories) as oats. With less lignin and more easily digestible fibre known as hemi-cellulose compared with filler fibre, bacteria are able to digest it easily and make loads of the end-products that the horse absorbs and uses as energy. Because the fibre is contained within a forage, the release of this energy is quite slow as the horse has to rely mostly on the bacteria to break down the cell walls to release the fibre. Easily digestible fibre: Cereals, fruits, vegetables and sugar beet contain easily digestible fibre (cellulose, pectin as well as mucilages and beta-glucans) which isn’t bound so tightly within the cell wall architecture and little or no lignin. The horse is therefore able to break open the cell walls by chewing which releases the sugars and starches for digestion in the small intestine. This chewing also releases the soluble fibre from the cell walls so the bacteria can get started on the fermentation of this easily digestible fibre more quickly than they can from a fuel fibre. Hydrating fibre: Grass is a good example. Young grass doesn’t contain much fibre, but it does contain up to 90% water. This is why spring grass gives many horses runny bottoms, while horses get ‘grass belly’ simply because they have to ‘drink’ a lot of water to eat enough fibre to fill them up and give them the calories they need. The instant buzz associated with spring grass is not from the fibre but from the simple carbohydrates in the grass which are absorbed in the small intestine (available 1-2hrs after eating) rather than the complex carbohydrates that need fermenting in the hind gut (available 24-65hrs after eating).

Forage fibre Hay and haylage are forages that provide fibre and most importantly the occupational therapy that horses need. A horse chews 1kg (a slice) of hay about 4,500 times (yes we have measured it) and they produce 1ml of saliva for every chew. Most horses take a chew/second so a 500kg horse fed 2.5% of his bodyweight as hay is kept occupied for 16 hours (yes we measured that too) to satisfy the need for chewing and trickle feeding. 1 Givens.D.I et al., (2000) Forage evaluation in ruminant nutrition. ISBN 0 85199 344 3 CABI publishing 2 Dwayne R. Buxton and Daren D. Redfearn Plant Limitations to Fiber Digestion and Utilization. J. Nutr. 127: 814S–818S, 1997. 3 Johnson & Southgate, (1994) Dietary Fibre and related substance. ISBN 0-41248470-6 4 Livestock Production Science 81 (2003) 105–117

About the author Dr Teresa Hollands, R.Nutr, is the senior nutritionist at Dodson & Horrell (official suppliers of nutrition to the British Equestrian Team).

To VAT or not to VAT? When deciding whether or not to charge VAT on animal feed, don’t rely on the invoice from your supplier or wholesaler, warns Ruth Corkin.


he rules for charging VAT on animal feed are complex and often lead to errors in deciding on the correct VAT treatment. Many retailers depend on the VAT treatment on the invoice from their suppliers and wholesalers, but sometimes these can also be incorrect. Some producers and suppliers work on the principle that anything fed by mouth that is not a medicine is zero-rated when it is sold for a horse. This is not always the case. Horses are not considered to

be pets in the same way as dogs, cats and even rodents are. This has its roots in the fact that a horse can also be a food animal and is not likely to be kept in a house! Therefore, horse/pony feed is usually zero-rated. However, this is not a given and the VAT treatment can depend on a number of factors. HM Revenue and Customs (HMRC) refers to how something is “held out for sale” in making a decision as to whether VAT is

due on a product or not. Therefore, if something is clearly marked as a medicine or a “pet food” it will automatically be standard rated. Similarly if something is clearly not a feed stuff it will be standard rated (e.g. shavings for bedding).

Garlic Very often a product can be used on pets and animals alike. For example garlic is beneficial to both dogs and horses, although

the doses are usually different. However, if there is no mention of the term “pet” on the packaging and it is sold in a quantity that would be suitable for feeding a horse but not a smaller animal, the garlic can be zero-rated as a complimentary feedstuff for an animal. Even though the purchaser may then feed it to their dog. Horse feeds in pellet, forage or muesli mix form in bags that weigh more than 12.5kg are quite clearly animal feeds, even where the horse or pony is a family pet. However, anything added to the food has to also give nutritional value in order to qualify as a food item. HMRC say that supplements such as probiotics can only be a food item if they give nutritional value over and above the improvement of the gut.

Magnesium Similarly, single trace elements added to feed (other than salt) also have to provide some nutritional value, i.e. fibre, protein, vitamins, fat or carbohydrate to the meal. One

product extensively used for horses is magnesium as a calming product either for competitions or for a moody mare or gelding. Magnesium is typically provided in a number of forms often with other ingredients used as fillers with no nutritional value. On this basis, the magnesium would be standard rated, even though it is designed to be added to the food. Retailers often find that their profit margins are enhanced by purchasing large bags of a food items and re-bagging the contents into smaller quantities. Provided that no process other than re-bagging either at point of sale or in anticipation of a sale has taken place, these smaller quantities can also be zero-rated. However, if there is any mention of use for pets or birds other than poultry or game birds, the supply will become standard rated. Sales of straw and hay are zero-rated as animal feed, unless it is known that the purchaser will be using the straw or hay for a non feed purpose. Therefore,

if a garden centre purchases straw it will always be standard rated.

Oils Oils (other than castor oil) can be zero-rated, provided that no further processing is required and they are not packaged for nonfeed use. Recycled chip shop oil, for example, will always be standard rated as it requires processing before consumption. Any mention that linseed oils are also good for cricket bats would mean that the oil would become standard rated! Finally, medicines. A product is considered to be a medicine if it is licensed or authorised by DEFRA or if it does not materially alter the nature of the feedstuff. In addition, there is a move to have certain natural medicines subjected to clinical evaluation to prove efficacy. This may lead to some supplements being licensed in the future. Licensed does not just mean that the medicine is available on prescription (“Prescription Only Medicine” or “POM”), but covers a number of over the counter remedies.

If a product is held out for sale as a wormer, it is likely to be standard rated, even if it comes as a liquid that is added to feed and may have natural ingredients. This is because the primary purpose of the product is to remove internal parasites and not to promote the nutritional health of the horse or pony. If you have any doubt as to the VAT treatment, you should seek advice. HMRC is looking closely at the VAT treatment of various food items and can levy penalties if they believe that the treatment is wrong. It is not an acceptable excuse that you followed the supplier’s VAT treatment if there is any doubt as to the correct liability.

About the author Ruth Corkin is a VAT Manager at equine and bloodstock accountants and business advisers James Cowper. She can be reached by email: Visit for further information.

For hungry horses...

ETN brings you new products, case histories and hot topics from the feed market.

Feed room secrets revealed Five horses, five different disciplines – all fed by British Horse Feeds. ETN peeks inside their feed rooms. Melanie Davison, who with CS Khan - an 11 year old, 15.2hh Arabian gelding - competes in international endurance riding, feeds SpeediBeet for slow-release energy and rapid rehydration. “I started to use Speedi-Beet at the beginning of the season,” said Melanie. “I’ve noticed he’s kept his weight on this year and also remained interested in his feed. I’ve found he’s easier to handle and is a lot more relaxed in his work. “I like Speedi-Beet because it’s quick and easy to use; it only takes ten minutes to soak, is low in sugar and high in fibre.” Dressage is a passion for Nottinghamshire based Eleanor Rycroft and Tyler II. Eleanor feeds the nine year old, 15.1hh Connemara cross gelding on Fibre-Beet and Cool n Calm Cubes. Tyler came to Eleanor as a hot-head. After jumping out of several dressage arenas, Eleanor was losing hope of ever doing a drama-free test. Now they’re a confident partnership competing up to elementary level. “Tyler has definitely built up more muscle since being on Fibre-Beet [which combines alfalfa and Speedi-Beet], and it’s very economical as a good doer like him needs less than a scoop every day. It’s so easy to soak and is ready to use in no time,” said Eleanor. Lucy Barclay from Woodhall Spa in Lincolnshire broke her back eleven years ago in a riding accident, leaving her paralysed from the waist down. Having since taken up driving, she’s been chosen to represent Britain at the 2012 para driving world championships with 15 year old, 15hh Connemara/Thoroughbred Barntown aka Golly. “I’ve been using Speedi-Beet for several years and really like the product as it is so convenient, especially when we are away competing,” said Lucy. “It provides stamina without excessive fizziness. Speedi-Beet is also great for rehydrating Golly after the marathon phase.” Fibre-Beet and Ultimate Performance Mix provide the fuel for Costa, a 13 year old 15.2hh gelding to showjump and compete in dressage with pharmacy student Sarah Barnes from Preston, Lancashire. “Fibre-Beet is brilliant at keeping Costa’s digestive system settled,” said Sarah who hopes to start competing with British Eventing (BE). “I’m also really pleased with Ultimate Performance Mix as at one day events he’s been calm but still had plenty of energy in the different phases. He’s also looking great, his coat is shiny and my instructor has commented that his muscle tone is very good.” Norfolk based Paige Staff and Magic Moments III, a 15 year old, 13.2hh mare enjoy affiliated show jumping and JumpCross. Described by Paige as “one in a trillion”, Magic enjoys Speedi-Beet and Ultimate Performance Mix which strike the right balance between keeping her conditioned and providing energy for training and competition. t British Horse Feeds 01765 680300.

Staying in touch with consumers SPILLERS has for many years supported equestrian sport, one of its current sponsorships being that of the Trailblazers Championships. Held over nine days at Stoneleigh Park this summer and incorporating show jumping, dressage and showing, the Trailblazers Championships attracts hundreds of competitors from all over the UK. Spillers attended for the duration of the event, providing hospitality and a feed store for competitors, while its nutritionists also weighed and gave feeding advice for 320 horses and ponies. The company also celebrated with PONY magazine competition winner Jess Bargh (14) from Carnforth. Jess had designed a Spillers themed show jump especially for championships, got to see it in action and took it home afterwards. The hot feeding topic among Trailblazers competitors this year was how safely to overcome the problem of giving less than the recommended amount of feed because of this year’s excellent grass. The best advice in these circumstances, says Spillers, is to suggest a balancer to make sure essential vitamins and minerals are received every day. Balancers are ideal as they are low calorie and contain concentrated amounts of vitamins, minerals and essential proteins, which allow them to be fed in small quantities. (For more on balancers, see the October issue of ETN.) Spillers has a team of travelling nutritionists able to visit your customers with their portable weigh bridge, free of charge. They will assess their horses’ weight and condition and then show them how to continue to monitor it regularly by using condition scoring and a weigh tape. Spillers also provides record cards showing customers’ horses’ current weights, condition scores and suggested diet plans. t Spillers 01908 226626

COMPETITION Win a Diamond Jubilee horseshoe! ETN is offering ten readers the chance to win a prize to treasure. Thanks to Dodson & Horrell, we have ten of the horseshoes worn by the Canadian Mounties’ horses when they changed the guard in honour of the Queen's Diamond Jubilee this summer. It was the first time a foreign regiment had been invited to change the guard at Horse Guards. The Mounties also took part in the Diamond Jubilee pageant during the Royal Windsor Horse show. The horseshoes are individually mounted on solid wooden plaques featuring a photo of the Mounties and a certificate of authentication signed by the Superintendent of the Royal Canadian Mounted Police Regiment. These unique horseshoe prizes are offered to ETN readers courtesy of Dodson & Horrell, that company that fed the 500 horses taking part in the Diamond Jubilee celebrations. The Mounties presented Dodson & Horrell with the horseshoes as a ‘thank you’ – and now the feed company is giving members of the trade a chance to share these wonderful keepsakes. • To enter our competition, tell us which feed company fed the 500 horses taking part in the Diamond Jubilee celebrations. Email your answer to (with ‘horseshoe competition’ in the subject box) with your name, the name and postal address of your business and telephone number. You can also enter by posting your reply to Horseshoe Competition, Equestrian Trade News, Stockeld Park, Wetherby, LS22 4AW.

New feed targets ulcer prone horses HEALTHY Tummy is a new complete fibre feed from Dengie. Made from alfalfa, it’s blended with ingredients to promote optimal digestive health. Alfalfa is recognised as a natural buffer to acidity in the equine gut, making it useful for horses that are suffering from or prone to ulcers. Healthy Tummy also includes oregano, cinnamon and ginger. Believed to be powerful antioxidants, these ingredients improve palatability. Protexin In-Feed Formula, with prebiotics and live yeast, has been added to aid fibre digestion. The feed also contains a high specification of vitamins and minerals – including biotin – and a light coating of soya oil for slow-release energy and coat shine. Dengie senior nutritionist Katie Williams explained the thoughts behind the development of Happy Tummy: “There’s a lot of evidence to show that low-fibre diets contribute to gastric ulcers, but it is becoming increasingly apparent that the stresses of many horses’ lifestyles, even those in light work, are also contributing to the problem.” Research shows that about 40% of leisure horses, 60% of competition horses and 90% of racehorses could be affected by Equine Gastric Ulcer Syndrome (EGUS). Patrick Martin, a vet and partner at Blaircourt Equine Veterinary Clinic, endorses the statistics: “Ulcers are not just a problem in racehorses. An increasing number of vet practices now have long enough endoscopes to view the horse’s stomach, enabling us easily to detect this hidden threat. “I recommend high-fibre diets regularly and frequently ask owners to consider whether they really need to use cereal-based feeds. Many horses and ponies in light work could easily be on fibre-only diets, which would greatly enhance their gut health.” Healthy Tummy is nutritionally complete, so can be fed alone to horses at rest or in light work. For those in moderate to hard work, it can be fed alongside balancers and supplements to meet higher nutritional requirements, and cereal-based feeds if more energy is needed. Available in 15kg bales, Healthy Tummy has a launch pack RRP of £8.99, which includes a £2 discount. The regular RRP will be £10.99. t Dengie 0845 345 5115. Equine ulcers: a sore point Dengie has produced a free leaflet, supplies of which are available to hand out to customers interested to learn more about Equine Gastric Ulcer Syndrome (EGUS). Generally acknowledged to be most prevalent in horses on low fibre diets, notably racehorses and competition animals, ulcers can also be triggered by stress – even in horses that live out 24/7. Working on an empty stomach is another risk factor. The section on managing horses and ponies prone to EGUS is particularly informative. Tips include feeding plenty of forage, using low-calorie forages for good doers for chew time without weight gain, reducing the use of cereals, adopting higher energy forages for extra energy to avoid cereals and regular turnout to graze and relax. Healthy Tummy joins Healthy Hooves, Dengie’s existing fibre feed targeted at a specific need. Do we watch this space for more in the company’s ‘healthy’ range?

Mollichaff launches alfalfa range A RANGE of alfalfa feeds has been launched under the Mollichaff brand. Mollichaff Alfalfa Light, Mollichaff Alfalfa and Mollichaff Alfalfa Oil are said to offer great value with RRPs of £6.80, £8.20 and £9.30 respectively for 15kg bags. Made with UK-grown, dust-extracted alfalfa, they are described as “an exciting new alfalfa option for every horse and pony.” Mollichaff Alfalfa Light contains alfalfa blended with oat straw and carries the HoofKind logo. Mollichaff Alfalfa Oil combines alfalfa with a dressing of pure soya oil and contains no molasses. t HorseHage 01803 527257 32 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS

Feeding a need WITH its uncomplicated range of feeds, each with a clearly defined purpose, TopSpec makes life easy for merchants and consumers alike. You and your customers also have access to the company’s multiaward winning feed helpline when help is needed to tailor-make a diet or fine-tune a feeding regime. These two case studies illustrate how TopSpec can cater for very different types of equine with equal success. 25 YEAR OLD EX-RACEHORSE: Barney has spent much of his life plagued by serious sand cracks in his hooves, but is now in better shape than ever. Owned by Jan Carey from Sherborne, Dorset, Barney raced up to the age of four and has since taken part in showing, dressage and riding club activities. Jane still rides the veteran regularly. “Barney has always had typical Thoroughbred feet. He’s spent most of his life with plates on the front of his hooves to hold the cracks together,” she said. “Thanks to advice on a feeding regime from the team at TopSpec, in the last six months I have seen a huge improvement and no longer need to have the plates fitted by my farrier. “Not only have Barney’s hooves improved, but his general overall condition is brilliant and he has never looked better with a really shiny coat. He’s now fed on TopSpec Senior Feed Balancer, TopSpec Cool Condition Cubes and TopChop Lite. He feels on top form and I’m so pleased with the results.” GOOD DOER WITH SHOWING AMBITIONS: A supreme championship ticket at their first show of the season was a brilliant start for young Georgia Wood and her bay mare Millyonair, but success wasn’t always on the cards. Milly, as she’s known at Georgia’s home in Swansea, South Wales, is a good-doer who easily puts weight on. Explains Georgia’s mum Karen: “We bought Milly three years ago when Georgia was 12 with the aim of competing in part bred Arab classes and eventually small hack classes. “It was immediately obvious that Milly puts weight on quickly and I decided to go back to basics and feed her a diet consisting entirely of fibre. The problem was that, although she looked well, there was no real bloom which is what’s needed for the show ring. “A friend suggested I contact TopSpec and it was recommended that I feed TopSpec Lite Feed Balancer and TopChop Lite. “Within three weeks, Milly’s coat had totally transformed with a wonderful gleam to it. Her temperament also improved; she was never sharp, but since she’s been on the TopSpec feed regime, she genuinely looks much happier and more relaxed.” Georgia and Milly have progressed to small hack as well as part bred Arab classes, winning both divisions and taking the supreme championship at Cricklands this summer. t TopSpec 01845 565030

Served with a smile


AS your customers’ review their horses’ diets, it’s a good time to stock up on feeding containers. After all, when they’ve taken the time and trouble to research and buy the best feeds possible, they want to present it in a fresh, clean, safe manner. Tubtrugs Flexible have always been made from human food grade material and so are of the highest quality whether used for food or water. As Chris Birch, Tubtrugs sales manager, points out: "All horses are precious to their owners, and some horses are extremely valuable, so non-leaching plastic for feeders is an absolute must.” Recyclable Tubtrugs Flexible come in many sizes and colours to suit all needs. Supplier Faulks & Cox can provide various attractive merchandising stands to help increase sales. t Faulks & Cox 01455 848184.

Feeding for condition HORSES competing through the winter need plenty of energy, but increased time in the stable can lead to anxious behaviour – possibly presenting a dilemma for your customers. Slow release energy provides sustained energy levels without the fizz, which is helpful for horses prone to losing condition through nervous energy, said Allen & Page nutritionist Rachel Parrott. Feed ingredients such as fibre and oil are useful sources of slow release energy and are ideal for horses requiring stamina for endurance or eventing. Avoiding feeds containing high levels of sugar and starch can also be beneficial to the horse’s behaviour and condition, even if turnout is restricted, added Rachel. When it comes to maintaining condition over winter, horses should be regularly checked – with their rugs off – to spot any changes. If unwanted weight loss is occurring, is it simply the cold weather and lack of grass? Is the customer’s worming programme up to date? Have they had their horse’s teeth checked? Once the cause has been determined and any necessary action taken, it’s time to look at the horse’s diet. High fibre feeds imitate the horse’s natural diet and are an effective way of feeding throughout the year, says Rachel. In winter, however, grass has a lower nutritional value so this may mean feeding more of a fibre based feed, especially for horses that struggle to maintain condition. High fibre feeds also help to ensure good digestion. Find out more about the Barley & Molasses Free Range from your Allen & Page area manager. t Allen & Page 01362 822 902.

Dogs at work They greet the customers, harass the postman, clear up after lunch or simply snooze under the desk. Meet some more delightful dogs gainfully employed in the equestrian trade. PACK LEADER: It’s tough at the top. No sooner does Dave Johnson, managing director of The Saddle Company, leave his big, leather chair than a usurper jumps into it. Yes, this is Dudley – affectionately known as Cuddly Dudley – showing who’s boss at the Walsall saddlery manufacturer. Dudley borrowed Dave’s computer to email ETN: “I’m a Lucas terrier, 12 months old – and single.”

TERRIERS – LOVE ’EM OR HATE ’EM: But who can resist Marmite? The hairy terrier is well known within many equestrian stores from Nikki Newcombe’s years on the road as a rep. “Marmite started life as a van dog over 13 years ago and has probably done more miles and hotels up and down the UK than most,” said Nikki who earlier this year launched exclusive saddlery company Bliss of London. Marmite can also claim celebrity status. After going missing on two occasions for more than a week, he was eventually found trapped in holes with help from a physic. Following his rescue, the troublesome terrier featured on Central TV and in The Daily Mail and The Daily Telegraph. Marmite also has his own chapter in a book entitled Heart to Heart by Pea Horsley, ‘animal communicator extraordinaire’. He’s enjoying his senior years as office dog at Bliss of London. TRIED AND TESTED: Lola belongs to Serena Hickson, managing director of FMBs Therapy Systems. The ten year old, beautiful black Labrador happily participates in photoshoots and tries and tests the company’s range of canine therapy products. She also enjoys eating, sleeping, walking and swimming!

I SHOULD COCO: The gorgeous Coco goes to work with Marylise Smague and Jay Bavington of the exciting new wholesaler Walk Trot Canter (WTC). “When we have retailers coming to look at products [in WTC’s Harrogate showroom], Coco assumes they must have come to see her,” says Marylise. “We adore Coco and she is part of the WTC team.” Top brands from WTC include specialist sportswear for equestrians from Under Armour, Yorkshire knitwear Glenbrae, saddlery and leatherwear from Dapple UK and everything for horse and rider from Celtic Equine. WTC is also the UK agency for body protection specialist USG – and new label, German clothing brand Iris Bayer. LITTLE SUNBEAM: Human and animal care product specialist Ruggles & Stopitall is run from Karen Ruggles’ home in Somerset where her Queen Anne terrier Pocket rules the roost. A rescue dog from the RSPCA, Karen has trained Pocket with a gundog whistle to have lightning fast responses and play his favourite game of chasing sunbeams reflected by sparkly objects. Pocket loves everyone at work, but despises the postman and couriers unless they bring him cheese! WALSALL WALKIES: Revel, a three-year-old chocolate Labrador, always travels with Liz Leggett of The Ideal Saddle Company from her home in Suffolk when she’s working at the Walsall factory. “Revel gives me the perfect excuse to get out of the office and go for a walk along the canal,” says Liz. “I love walking him through the old industrial area early in the morning and watching Walsall wake up.” The handsome Lab is one of a family of four dogs that includes co-canine worker Zak. The black and tan terrier belongs to Rob Lugsdin, Liz’s partner and colleague at Ideal. Zak is pictured asleep on his favourite cushion – Revel.

or cat

Do you have a dog at work? Tell ETN about the dog or cat in your shop, office, warehouse or work vehicle. Email We love to see photos too! EQUESTRIAN TRADE NEWS SEPTEMBER 2012 35

Finishing touches Whether or not you retail saddles, there’s plenty of business to be had via all those added extras. From numnahs to stirrups, saddlecloths to girths, there’s a fantastic choice of styles, colours and functions on the market. Must-have breastplate

Stirrups adjust to rider’s weight

A FIVE point breastplate will be high on many customers’ wish-lists. Practically a fashion accessory, thanks to its ubiquitous use by the top eventers, it can improve stability of the saddle and rider alike. Snowhill Trade Saddlery offers two examples of this versatile piece of kit. The Rhinegold Five Point Breastplate targets the serious rider looking for high performance and quality. Crafted from premium grade German leather with real sheepskin comfort pads, it features elastic webbing sections for reduced pressure on the horse’s withers, which is particularly advantageous when jumping. Robust fastenings at the girth and saddle provide additional security and even pressure distribution. Available in black or Havana, with pony, cob and full sizes, prices to the trade are from £31.50. From Windsor Equestrian comes the Windsor Leather 5 Point Breastplate. Perfect for cost conscious riders, it features genuine leather and real sheepskin comfort pads. Available in black or Havana, with a choice of cob or full sizes, trade prices begin at just £22.50. t Snowhill Trade Saddlery 01243 672323.

Stirrups and girths talking points • Having the correct sized stirrup irons is as important a safety issue as wearing a correctly fitted, up-to-standard riding hat. There should be at least half an inch of stirrup tread either side of the rider’s boot when it’s in the stirrup; otherwise there’s a risk the foot will be caught in the stirrup in the event of a fall, with the rider being dragged. • Various safety stirrup styles are available, but the ‘big enough’ rule should still apply. Customers who prefer to ride in boots with rugged soles should be particularly aware. And


remember that ‘peacock’ safety stirrups – when an elastic band replaces part of the stirrup’s arch – are only suitable for riders weighing less than around 12 stone. • There’s always a debate about whether elasticated or non-stretch girths are best; and in the case of elasticated inserts, whether the stretchiness should be at one side or both. Well, it’s probably a matter of horses for courses. Some horses like the close, consistent feel of a solid girth, while others appreciate the ‘give’ of an elasticated insert. Riders with less dextrous hands may also find elasticated girths easier to do up when mounted. • Numnahs and saddle cloths are never a permanent solution to a badly fitting saddle and should never be used to reach a long-term

NEW Floater stirrups from Equipe come with three sets of steel springs which are interchangeable to accommodate different riders’ weights. The level of mechanical resistance required can also be adjusted. In addition, a 30 degree inclination of the hole through which the stirrup leathers are threaded encourages the stirrups to be constantly and correctly positioned. Made in aluminium and equipped with a steel spring shock-absorbing system, Floaters reduce stress on the rider’s joints by absorbing received load. Available in black or bicoloured anthracite, silver or gold with black treads, the RRP is £260. t Zebra Products 01352 763350

RETA IL TI P solution. If you don’t fit saddles, keep a list of qualified local fitters who do. • Stirrups leathers that are reinforced with a web insert for strength have long been popular; as are designs with the buckle lower down to eliminate bulk under the rider’s thigh. • Plain leather stirrup ‘leathers should be swapped regularly to prevent one, usually on the side that the rider mounts, stretching more than the other. All leathers should be checked regularly for worn stitching.

Technical help at hand THE comfort and technical elements of girths and stirrup leathers are given a great deal of consideration at Harry Dabbs, Vale Brothers’ saddlery label. With a selection of leather and synthetic girths available, many have Dabbs’ unique ‘triple crossover’ elastic system fitted at both ends. The system allows the horse’s rib cage to expand and contract during work, while preventing the girth from being over tightened due to too much elasticity. The triple cross-over system is also used in the curved waffle girth (pictured), an easy to clean product designed to encourage airflow and reduce rubbing behind the elbows. When it comes to stirrup leathers, Harry Dabbs addresses unsightly and uncomfortable ‘buckle bulge’ under the skirt of the saddle with a Comfort Buckle. A recessed pin enables it to lie flat against the stirrup bar. Made from calf leather which doesn’t stretch, these leathers are super-soft too. Colours are autumn gold, Havana and black, with lengths of 48” to 66”. t Vale Brothers 01922 612238.

Saddlery in the spotlight at BETA International 2013


COMPANIES such as John Whitaker International, Equine Management, 17-19 February 2013 NEC, Birmingham, UK Pampeano Polo, High-Withers, Fieldhouse Riding Equipment and Schockemöhle Sports will be promoting saddlery and accessories when BETA International happens at the NEC, Birmingham next February. Fieldhouse has been coming to the trade fair since it first started more than 30 years ago. “Exhibiting is absolutely crucial to our standing in the equestrian industry,” explained Helen Stone, the company’s sales and marketing manager. “It’s the starting-point of the year for us and really sets us on our way. We always bring lots of new product, which we enjoy introducing to all our customers.” Schockemöhle Sports will be exhibiting at the show for a third time, having made its BETA International debut in 2010. “The trade fair is a great way to keep us visible,” said Dennis Bromlage, of Schockemöhle “We set up in the UK over two years ago and we need BETA International to help us serve our existing accounts and make new contacts.” Stephen Biddlecombe and his company, Equine Management – a specialist in medium- to top- end niche products – will be setting up their stand once again. “We have been coming along to BETA International for around 12 years now,” he said. “And we will be bringing along our range of leatherwork, sheepskin products and Gel-Eze, which are always extremely popular with buyers.” Meanwhile, the Society of Master Saddlers will be showcasing the skills and precise, detailed work of apprentices training for a career in the saddlery sector. • To find out more about exhibiting at BETA International 2013, contact James Palmer on +44 (0)1937 582111 or email

Getting to know numnahs

A soft touch

GRIFFIN NuuMed has produced a 24 page booklet, packed with fascinating facts about numnahs and saddle cloths. Numnah Knowledge is aimed at consumers and offers top tips to help them buy the right numnah to suit their saddle, horse and activity. It features diagrams and pictures, and discusses numnah fitting, materials and, importantly, where to find a local stockist. There is also a useful section on caring for wool numnahs. These tips on seat width are from Numnah Knowledge: Make sure the seat of the numnah (it is not an issue with saddlepads) is wide enough for your saddle. If not, your saddle could end up sitting on the binding which can make a horse’s back very sore. If you use a half pad on top of a saddlepad, make sure the pad is big enough. Too often you see a saddle and a half pad sitting over the back of the saddlepad which causes an immediate pressure point. It also looks wrong! And on flap length Numnah Knowledge says: Having the right flap length and shape is key to a good fit and will reduce the chance of a saddle rubbing a horse. The length is particularly important for dressage saddlepads as some saddles have very long flaps - and the shape is often a potential issue with forward cut and close contact jumping saddles. t Griffin NuuMed 01458 210324.

THE softness and quality of the Orkney range of saddlecloths, pads and numahs from B. Jenkinson have to be felt to be appreciated. Available in black or white with diamond quilting, the numnah and saddle pad are fully lined while the saddlecloth is half lined for close rider lower leg contact. t B. Jenkinson 01924 454681.

With added glamour

THE Elegance GP saddlecloth, new from Cottage Craft, is designed to keep the horse comfortable and the saddle clean - while adding a touch of glamour. The cotton saddlecloth has an attractive embroidered motif and stylish quilting. It comes in fashionable charcoal, purple and white, and sizes pony and full. The RRP is £26.50. t Matchmakers International 01274 711101

New range from familiar face KIKON Equest is a new name in bridlework and strapgoods. The company was started last year by a familiar face in the trade – Kent Kirby, the former managing director of Barnsby. The Kikon collection, including bridles made from best grade Italian leather with extra fine stitching, is available from stock. Products include soft moulded reins with handgrips and raised billet ends and rein stops; Atherstone and dressage girths with triple elastic and stainless steel roller buckles; and calfskin stirrup leathers in 54” and 60” lengths in black or brown. Merchandising aids and point of sale are available for retailers. Kikon Equest also requires sales agents. t Kikon Equest 0780 1188922.

Stirrup is easy on the ankle NEW for 2012, Flexi irons from Tagg are made in a strong, lightweight moulded compound. Featuring a non-slip, serrated footplate, their flexibility offers relief to riders with knee or ankle problems. Flexi irons are available at a trade price of £20.50. They come in a standard, non-flex style too. t Tagg Equestrian 01636 636135. 38 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS

Anyone for seconds? Legislation should be passed to put second opinions on a more professional basis, says Ken Lyndon-Dykes. “My friend's sister's best friend says my saddle is too large for my horse”... “My instructor [who passed his BHSAI last week] says my horse's saddle is too small”... “The saddle you sold me two years ago doesn't fit anymore”... “The saddle you fitted [for dressage] is uncomfortable for jumping”... “My horse has a back problem so it must be due to the saddle”... Every qualified saddle fitter will have heard it all before and probably had personal experiences of the same. The chances are that a second opinion has already been obtained from “my farrier”, “my mother” and “my instructor's girl friend - she’s ridden for years and knows all about leather because she sells posh handbags....” Possibly – probably – there is little real substance to many of the complaints but these days litigation always looms large. In fact, we are all actively encouraged to litigate; advertisements (even in the broadsheets), tele-marketing, websites and social media offer us 'no win, no fee' legal advice. There’s little doubt that some firms of solicitors would probably go down the pan without the fees they derive from the 'wins' they achieve! Second opinions are increasingly demanded – and needed. Not so very long ago they were largely exclusive to the medical profession and it was often the patient's doctor who called in a consultant to offer an opinion. That’s changed and today second opinions increasingly

crop up in all branches of industry and commerce. So much so that I’d like to see legislation passed that puts them on a more professional basis. This would cut out – or at least severely reduce opportunities for scams and have beneficial impact on judgements which must rely on the efficacy of the second opinion. Consider the following with reference to saddles and/or saddle fitting: • A complaint or request for a second opinion should be referred to the original saddle fitter/supplier. Only if that fails to result in agreement should a second opinion be sought. • The person providing the second opinion should be completely out of the area of the person about whom he is giving a second opinion. He should not be a close friend or relative of that person (although almost inevitably, the industry being small, he will know or know of the individual concerned). • The provider of the second opinion should be qualified, have many years' experience and be recognised and accepted as an 'expert' by his or her peer group. Furthermore, he or she must be a person of integrity whose professionalism and judgement and objectivity can be relied upon. • In addition to evaluating and reporting on the problem, the giver of the second opinion should decide if there has been failure to abide by a recognised Code of Conduct. • The giver of a second opinion should not be able to

benefit from any commercial transactions subsequent to and related to provision of the second opinion. • Second opinions - and any other investigation or intervention - should be undertaken confidentially without fear of reprisals in any form or any misuse or abuse of the information obtained. Something else can so easily confuse the situation: a crooked rider makes a crooked saddle makes a crooked horse. A crooked horse makes a crooked saddle makes a crooked rider. A crooked saddle makes a crooked rider makes

a crooked horse! Sorting the wood from the trees – and the chicken from the egg – can sometimes be likened to the needle in the haystack syndrome. (Proverbs can be so useful!) Locating the seat – the foundation - of the problem can be immensely timeconsuming and demand expert saddle fitting knowledge plus a very good understanding of the horse's anatomy and ideally involve considerable experience of teaching and training horses and riders. Second opinions are vital – but they should never be undertaken lightly!

About the author Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international three-day event rider.


Striving for perfection Hazel Morley of the Society of Master Saddlers (SMS) answers ETN’s pertinent questions about training saddle fitters, going the extra mile and developments within the industry.

ETN: Is the SMS training sufficient numbers of saddle fitters to keep up with increased demand from a public that’s better informed about the importance of saddle fitting? SMS: The Society trains as many saddle fitters as apply to take our courses and are eligible to attend. We do not restrict or limit numbers, so if we fill a course then another is put on as soon as possible. We would be very pleased to run more courses; saddle fitting provides a great opportunity for people to have a role which includes plenty of variety and meeting like-minded people with a love of all things equine. ETN: Why do you think manufacturers see a need to train saddle fitters themselves when the SMS scheme is globally recognised? SMS: Manufacturers have, for many years, run courses for saddle fitters to train them in the nuances of fitting their particular brand of saddle. Some designs of saddle need a different approach to adjustment and fitting and the manufacturers are best placed to educate fitters regarding these variations. The Society teaches fitting on a generic basis covering all ranges of saddle. ETN: Is there too much ‘smoke and mirrors’ surrounding saddle fitting? Should the public be encouraged to understand more about what’s involved and what to look for, so that they can work with a fitter? SMS: We are delighted that more and more horse owners now recognise the importance of saddle fitting. Through support from the equestrian media, we have worked hard to get the message across that horses and ponies must have their saddle fitted by a Qualified Saddle Fitter and this must be checked on a regular basis. While there is much more to saddle fitting than many people believe, the SMS has published numerous articles to educate the riding public on what to look for, both in magazines and on our website. A prominent member of the Society has written a comprehensive book on the subject and we have produced a DVD so there is plenty of information out there for members of the public to access. Far from a ‘smoke and mirrors’ approach, the more promotion we can achieve on the subject of saddle fitting, all the better for both horses and their owners. ETN: What disciplinary procedure is in place to deal with complaints about SMS qualified saddle fitters? 40 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS

Hazel Morley: SMS saddle fitters are encouraged and expected to go the extra mile for customers.

SMS: The SMS has a very robust complaints and disciplinary policy and employs a liaison officer. Our procedure ranges from informal advice given by the SMS office through more comprehensive assistance given by the liaison officer to our formal complaint procedure whereby a member of the public may lodge a formal complaint and seek an independent second opinion. Appropriate action is then taken dependent upon the nature of the complaint and result of any reports. The ultimate action is for a member to be excluded if found to be at serious fault. Five members have been excluded in this way. We care passionately about the SMS and recognise that credibility is very important. Our standards are very high and we make sure at all times that any complaints regarding Qualified Saddle Fitters are taken very seriously and looked into thoroughly. ETN: Are there any plans to recognise those fitters who are prepared to go the extra mile and really help customers, as opposed to sell what they have in stock? SMS: There is no greater satisfaction than a job well done and at the Society we would encourage and expect all SMS fitters to ‘go the extra mile’ and provide the very best service they can. Making sure a saddle fits both horse and rider is actually a very fulfilling role and we hear of plenty of stories where Qualified Saddle Fitters have gone to the utmost effort to ensure fit and suitability is perfect. SMS fitters are not taught just to sell a saddle but to offer a complete saddle fitting service and to follow a comprehensive

The SMS is embracing technology such as the Pliance system.

procedure when assessing a horse for a saddle fit. The Society’s Code of Practice for Saddle Fitters also includes the necessity to offer a full after sales service. ETN: What do you say to critics who claim the Society is too insular and protectionist of its members’ businesses? SMS: With any society or organisation, it is very easy for those on the outside to look in and fail to see the huge amount of work and effort being carried out to encourage higher standards, offer training opportunities and improve welfare. Far from being insular, the Society is open minded and always looking to the future with new ideas, fundraising initiatives and procedures that will benefit the whole saddlery community. We would very much deny that we are ‘insular and protectionist’ and would ask for proof of instances where the SMS has been. The SMS has 13 categories of membership with two more for trainees and students under development. Our categories range from Registered Trainees and Qualified Saddlers and Harness Makers through Master Saddlers and Master Harness Makers, Affiliated Qualified Saddle Fitters, Retailers, Manufacturers, Allied Trades and Affiliated organisations. We do not apologise for having criteria for membership which ensures that, when a member of the public goes to an SMS member, they can be assured of a professional and quality service. ETN: What do you believe will be the next major development in our understanding of saddle fitting? SMS: Technology has moved forward in leaps and bounds and the SMS has effectively utilised the Pliance [computerised pressure testing] system and will continue to do so, carrying out research which will help improve saddle fitters’ knowledge and understanding.

Many of the SMS saddle manufacturer members now actively encourage feedback from the Qualified Saddle Fitters on their products; they want to know what is working and what can be improved. After all, they are the people in the field, fitting saddles on a daily basis, so their feedback should be valued. More of the saddle manufacturers now also offer a bespoke service on their range of saddles. No two horses or riders are the same, so many saddles must and can be adapted to suit particular requirements. Quite a few of the UK based manufacturers have employees who are now SMS Qualified Saddle Fitters. This improves communication and understanding when a phone call is placed to order a saddle for a customer, especially when the saddle has to be made to a particular specification to suit a horse an/or rider. Several saddle manufacturers who are members of the SMS have hired the Pliance system to carry out research and development into their products. Many improvements in saddle design for the benefit of the horse and rider have been incorporated into new saddles following this research. Constantly striving to learn, understand, improve and push the boundaries will hopefully keep the UK based saddlery industry where it deserves to remain – among the best in the world. • To find out more about The Society of Master Saddlers visit or tel 01449 711642.

Do you have an opinion? If you feel strongly about an equestrian industry related subject and would like to air it with your peers in the trade, contact


Let’s work together! ‘A trusted partnership’ is the evocative title of the new Equimax and Eraquell campaign. Tom Blacklock of the brands’ manufacturer Virbac explains how the concept works for all parties concerned with equine worming. e all start life being dependant on others for food, shelter, education and protection. Then we strive for independence, to strike out on our own, forge our own path. In doing this, we start to form trusted partnerships with others and become interdependent. It’s at this stage and from these relationships that we gain the most satisfaction and reward from life. Our new campaign explorers the unique trusted partnership between horse and rider - and how Equimax and Eraquell also form a trusted partnership with owners and their horses in providing effective worm control. The campaign highlights the importance of the right choice of wormer, how owners need to use a product they can trust and which has heritage and evidence to support its use. The campaign was launched with a series of advertisements featuring Ellen Whitaker and her horse Equimax Ocolado. More trusted partnerships will follow. Meanwhile, you may recognise these examples of parties working together in the worming sector:


Horse and owner The bond between an incredibly powerful horse and its owner/rider is unique. Whether the trusted partnership is between a girl and her first pony or a top rider such as Ellen Whitaker and Equimax Ocolado, that trust can last a lifetime. It’s crucial, therefore, that when we consider equine worming we ensure we use these drugs responsibly so they will still be around to provide lifelong protection for our horses.

build businesses based on sound principles of worming management; our main sponsorship of BETA International is an integral part of this initiative. Our commitment to the equestrian industry also involves investing heavily in marketing activities to support sales of our brands. The new ‘trusted partnership’ campaign will add value to this and help promote responsible worming practice. Over the past decade, Virbac has been a leader in disseminating the message about the responsible and sustainable use of wormers by providing CPD seminars, webinars and educational articles. Entering into high profile sponsorships are part of our ethos of putting something back into the equestrian world. Virbac has built trusted partnerships with the Horse of the Year Show (HOYS), the Hickstead Derby meeting, Royal International Horse Show, riders Pippa and William Funnell and Ellen Whitaker.

Top riders and consumers The trusted partnerships between big names such as William and Pippa Funnell, The Billy Stud and Ellen Whitaker and their respective horses inspires consumers to think about what it takes to compete at that level – and that includes attention to detail such as equine worm control. The use of these international stars in our trusted partnership campaign will encourage owners to take an interest in equine worming, find out more from their SQPs and ensure they too treat their trusted partner with the right product at the right time.

Owner and SQP We acknowledged the significance of the owner-SQP partnership by instigating the Virbac Equine SPQ of the Year Award in 2011. The accolade aims to recognise the important role played by SQPs [suitably qualified persons] in offering sound and well balanced advice on worming issues to horse owners – plus the hard work and training undertaken by SQPs to achieve this level of competence. [See the profile of 2012 Virbac SQP of the Year Claire Sellors in this issue of ETN]. The trusted partnership between owner and SQP is built up over time as the owner begins to understand the value of the advice they are given. Many go on to become loyal customers.

Employed SQP and retailer employer The in-store SQP and the service he or she offers consumers makes a key contribution to the success of a retail business. Investment in the skills and development of SQPs is essential to ensure that they maintain their knowledge base and thus maintain their level of service.

Retail stockist and wholesaler Both parties here have the same goal - to increase sales. Having a good relationship with your wholesaler will ensure you are the first to take advantage of great deals and manage deliveries to meet the needs of both your premises and your customers.

The trade and Virbac’s Equimax and Eraquell brands Virbac has always worked hard to build trusted partnerships with our wholesalers and the retail trade. We recognise that the trade needs companies with which it can work in partnership to 42 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS

Ellen Whitaker and Equimax Ocolado: the use of international stars in Virbac’s trusted partnership campaign aims to encourage owners to take an interest in equine worming.

SQP: more than selling wormers...

Q. What is AMTRA? A. AMTRA is the Animal Medicines Training and Regulatory Authority, an independent body responsible for making sure the prescription and supply of POM-VPS animal medicines (for horses and farm animals) and NFA-VPS medicines (for dogs, cats and other pets) is undertaken in a responsible way by AMTRA-qualified people. AMTRA has been appointed by the Secretary of State to keep a register of Suitably Qualified Persons (SQPs). Q. What is an SQP? A. ‘Suitably Qualified Person’ is the legal term to describe animal medicines advisors. They form a category of professionally qualified people who can prescribe certain veterinary medicines in the UK under the Veterinary Medicines Regulations. There are nearly 4,800 SQPs in the country to date working in equine suppliers, agricultural merchants, country stores, pet shops and veterinary practices. This year we saw the 500th SQP working in a veterinary practice qualifying, and we are seeing an increasing number of SQPs in pet shops as well as steady growth in the equine and farm sectors.

Q. What medicines can an SQP prescribe? A. Medicines classified as POM-VPS: Prescription-Only Medicine that can only be supplied by a veterinarian, pharmacist or SQP. These are medicines for horses and farm animals, most commonly wormers and other antiparasitic medicines. Additionally, NFA-VPS (NonFood Animal-Veterinarian Pharmacist SQP) medicines for dogs, cats and other pets are supplied by SQPs, formally without a prescription though the requirements are similar. Q. How do I qualify as an SQP? A. To qualify as an SQP a person must undertake relevant training and pass examinations. Study can be done remotely, in the workplace, or at home. All student SQPs must complete a basic module and maythen choose additional species modules that will determine the category of SQP qualification they obtain. Q. What are the species modules offered by AMTRA? A. After gaining the basic qualification, an SQP will go on to take the Farm Animal Module, the Equine Module, the Companion Animal Module or the recently introduced Avian Module, or a combination of these depending on requirements of the business. Q. What is Continuous Professional Development? A. Animal parasites, and as a result the medicines to combat them, are continually changing. New products come


SQPs have an important role to play in the equestrian supply industry in giving advice and prescribing medicines. ETN spoke to Stephen Dawson, secretary general of their regulatory body AMTRA, who explains the role of his organisation. on the market, and existing products may change in classification or specification, and best practice guidance on their use continues to evolve. Because of this, all SQPs are required to take part in Continuous Professional Development, or CPD. This works on a points system, with the SQP gaining a certain number of points for each educational event attended over the year. This way they can keep abreast of developments within the animal health industry. Q. Why are SQPs sometimes described in other ways? A. The title SQP can be a bit mysterious to members of the public, but that is the official title and it is bound up in official regulations. However, that doesn’t stop us from describing them in other ways. They can be referred to as Animal Medicines Advisors, Animal Health Advisors, Qualified Animal Health Advisors or a variation on these titles. The choice of description is really down to the individual business, depending on what is most appropriate for their customers. Q. What are the benefits of having an SQP in a store? A. Any retailer wanting to sell equine wormers or other POM-VPS or NFA-VPS medicines requires a Suitably Qualified Person (or vet or pharmacist) by law. Having an SQP on the premises will therefore allow retailers to add useful products to what they have on sale. This gives customers a good reason to come to the store where they will possibly buy other products as well. For example,

if a customer comes in to buy a wormer, he or she may wish to buy a worm test kit as well, which doesn’t need an SQP to sell. SQPs are also able to give a range of advice to customers. Q. What sort of advice is an SQP able to give to customers? A. A key function of the SQP is to advise customers what medicines are appropriate and how to use them safely and effectively. If a customer comes in wanting, for example, a wormer for their horse, the SQP will need to know some facts about the animal such as its weight and what medicines have been used before. They will need to know how the horse is kept and about other horses at the same yard. They will then be able to give advice about the right products to use and when, as well as more general guidance on safe and effective administration, and tell the animal’s owner what to look out for in terms of health improvements in the animal. Q. Is there a benefit in having an equine qualification and another SQP qualification in the equine supplies industry? A. Yes, there is. Many horse owners are also dog owners, or may keep birds as well. Choosing a qualification is very much about meeting the requirements of your customers, in order to deliver as full a service as possible. • For more information about staff training opportunities contact AMTRA on 01359 245801 or visit

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. These quarterly CPD features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine. 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. The current training period ends on 30 June 2013. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points.

Using worm egg counts in equine worming programmes By Gillian Booth of Westgate Laboratories he heart of the SQP’s role lies in being able to give correct worming advice resulting in good worm control for the clients’ horses. Ideas about the best way to go about this have changed over the years, from the frequent interval dosing of the sixties using benzimidazole and pyrantel based wormers, through the advent of ivermectin and more recently moxidectin with its longer dosing gaps. The most recent change, to a targeted worming approach, has gradually developed over the last decade. ‘Targeted worming’ means that worming drugs


are given to proven wormy horses and others are left untreated, thus reducing reliance on wormers. Worm egg counts or ‘faecal egg counts’ are added into the worm control programme to identify the horses which need treating.

Why we need to change to targeted worming In Spring 2010, the BVA [British Veterinary Association] issued new guidelines on the responsible use of anthelmintics for all grazing animals. Resistance to anthelmintics is serious and increasing and if left unchecked could have a catastrophic impact on animal welfare.


The slides are examined under the microscope using the counting chambers and an average egg count taken over the two.

Every exposure to a worming dose increases the risk of resistant worms developing. If at some point we are left with no effective drugs, and there are no new ones in prospect, then there may come a time when nothing is left to treat infected animals. In some parts of the world this situation already exists for sheep and it is no longer possible to keep them. A summary of BVA guidelines: ‘Do not treat unnecessarily. Do not blanket treat. Stop, think twice before prescribing

anthelmintics.’ This advice is equally valid for SQPs. The BVA guidelines continue: ‘In place of interval dosing ensure regular use of faecal egg counts, only dosing those animals who need it, targeting the drug to the parasite to be treated and emphasising the importance of not under-dosing where wormers are necessary. New animals should be tested and quarantined. Newly treated animals should not necessarily be moved to clean pasture as this practice selects for worm resistance.’

What a worm count can do • It can give a snapshot of the likely parasite burden of the horse at the time of the test, taken when worming is due or overdue during spring, summer and autumn. • It will show strongyle eggs laid by adult redworms, the most important equine parasite. • It will show ascarid eggs, roundworm, usually only found in foals and neglected youngsters. • It may show tapeworm eggs which are frequently seen and reported. • The test can be used to identify wormy horses in a herd, to check for worm resistance to a particular worming product and importantly, to replace some routine doses in a worming programme.

What a worm count cannot do • It cannot show encysted stages of redworm as these are immature and non egg laying, though by no means do all redworm encyst in winter. • It is not a definitive test for tapeworm which can infect the horse without eggs appearing in the dung samples. • It usually will not show pinworm eggs, though pinworm are usually obvious when they occur. • Most targeted worming programmes will still need to include treatment for possible encysted redworm and tapeworm as a minimum, even if worm count results during the rest of the year are good. • Worm counts cannot treat a worm problem but are useful in identifying and monitoring one.

What is a worm count? There are various techniques employed for carrying out worm counts from very simple strained methods to the more accurate tests used by laboratories. The industry standard ‘modified Mcmaster’ test makes use of a centrifuge to spin out the worm eggs. It is important to start with

a good sample, taking a small pinch of fresh dung from several places in the pile and combining into one. In the lab, measured amounts of dung and water are mixed. The dung should be as fresh as possible but will be fine for up to about six days under normal conditions. After mixing, technically ‘stomaching’, the sample is filtered into a test tube ready for placing in the centrifuge where it is spun at high speed to separate out any worm eggs. Next the liquid is poured off leaving the small amount of sediment in the bottom of the test tube. A saturated salt solution, which helps the eggs to rise, is then added and the tube agitated to ensure that any worm eggs will be thoroughly mixed before floating off two special counting slides. The slides are examined under the microscope using the counting chambers and an average egg count taken over the two. A small calculation results in the final egg count expressed as ‘eggs per gram’

What do the results mean? For each horse on the result sheet there will be a number indicating the level of worm eggs found. The sign < means ‘less than’, so a result of <50 epg means that there was no trace of worm eggs when the sample was tested. (epg means ‘eggs per gram’). Normally a horse will not need to be wormed at this level. If the count is less than 200 epg then it is a LOW count and worming measures are working. Dosing can usually still be delayed at this level. If the count is between 200 epg and 1200 epg it is a MEDIUM count and the horse needs worming. If the count is more than 1200 epg it is a HIGH count, the horse needs worming and the worming programme needs attention.

A simple programme based on worm counts Putting together a worming programme based on worm counts does not

have to be complicated for the normal, healthy adult horse. Take care to assess the situation, talking with the owner about the age, size, general health and worming history of the horse. If in any doubt over a complicated situation refer the owner to their vet. Other points to take into consideration: • It is best if horses can be kept with the same grazing companions, not constantly The sample is filtered into a test tube ready for changing groups. placing in the centrifuge where it is spun at high •The fields speed to separate out any worm eggs. should be kept as clear of droppings horses kept at home. 80% of as is reasonably possible, worms will be found in 20% poo-picked at least twice a of horses with some always week. being more vulnerable than • There should be others, especially older, adequate grazing for the younger or those with other numbers of animals kept, health problems. Two horses preferably with rest periods grazing together can have for the pasture. very different results. • Cross grazing with other Use worm counts over species is beneficial. spring, summer and autumn, • New horses joining the only worming if the count herd should be worm exceeds 200 epg. Complete counted and wormed the programme by ensuring accordingly before joining adequate tapeworm cover (or others. suggest vet blood tests) and When first starting to use a dose in winter for encysted targeted worming stages of redworm. programme all horses should References. be tested, at a point when 1 ‘The responsible use of worming is due or slightly Anthelmintics in grazing animals’ overdue, so as to get a true result. Worm counts can 2 Dr J Byrd, Horseman’s Laboratory work very well for large yards quoting University of Georgia study as well as for one or two 2012

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


ETN CPD Questions

Claire’s prescription for success

SELECT YOUR ANSWERS AND TICK THE BOXES 1. Which equine parasites can be detected in a faecal egg count? A. Redworm, ascarids and tapeworm B. Tapeworm only C. Redworm and bots D. Encysted redworm 2. What is the main reason for reducing our use of anthelmintics? A. Reduce the amount of chemicals horses are given B. Save the horse owner money C. Slow the onset of resistant parasites D. Save earthworms exposed to droppings 3. Cross grazing with other species will: A. Increase the horse’s worm egg count B. Reduce the horse’s exposure to infective larvae C. Introduce new types of larvae to infect the horse D. Complicate the faecal egg count analysis.

Claire Sellors from Calverton in Nottinghamshire received her Virbac Equine SQP of the Year award in a glittering ceremony at BETA International 2012. But as she tells Penny Richardson, being a good SQP is about hard work rather than glamour.

4. Salt solution is used in a faecal egg count A. To preserve the eggs B. To make the eggs float to the top of the chamber C. To kill the larvae D. To kill germs 5. Worming can be omitted A. Only if the faecal egg count is less than 50 epg B. In the winter C. If the horse is prone to colic D. If the faecal egg count is less than 200 epg 6. The best time to take a faecal sample is A. When worming is due B. After worming C. After heavy rain D. In the spring 7. A faecal egg count is not a definitive test for tapeworm because A. Tapeworm eggs are too small to see B. Tapeworm eggs appear in segments and are not spread evenly throughout the poo C. Tapeworm eggs will not float in a salt solution D. Tapeworm do not lay eggs 8. Horses should be tested individually and not as a herd because A. A herd sample may not be from fresh dung B. The sample may be contaminated C. Some horses are more prone to worms than others and it is these we are trying to identify D. Horse owners like to know their own horse’s result 9. Animals that have been wormed should not be turned immediately onto clean pasture A. Because this could damage the pasture B. This helps to select for resistant worms C. The chemicals can damage the grass D.Fresh grass will reduce the efficacy of the wormer 10. In addition to worm egg counts it is necessary A. To worm annually for encysted redworm and tapeworm B. To follow a programme worming every few months C. To change the anthelmintic every year D. To chain harrow fields regularly

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. 48 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS


laire Sellors has been prescribing wormers for 14 years, first as an employee and then from the Sellors Country Store business she and her husband, Dave, started seven years ago. “We met when Dave rented part of the store where I used to work and he ran the horticultural side,” explains Claire. “But when we reached that ‘why work for someone else when you can start your own business’ point, we weren’t sure whether to start a horticultural or equine shop.” It was a friend’s advice that made Claire and Dave choose the country store route. “They told us to stick to what we knew and do both, which proved very sound advice. It was a mad time to start a new business, but we’re doing very, very well,” says Claire. “We’re always having a good chuckle with our customers,” she explains. “It helps that they come in for such different things. In a short space of time, you can deal with people wanting horse clippers or sheep shears sharpened, someone else needing a dog bone and another person looking for a horse rug or asking for advice about worming.” After 14 years as an SQP, Claire has an almost encyclopaedic knowledge of worming and wormers, but she isn’t at all evangelical. All her knowledge has come about because she’s so passionate about the subject. “I worked with an SQP in my previous job and I learned a lot just by listening to her. I got very interested, went away and did lots of research and ended up qualifying in my own time,” she says. Claire does say that hers isn’t always an easy job. “Prescribing wormers properly is very hard work indeed.

You don’t just put the first wormer people ask for in a bag and take their money. You need to have lengthy conversations with all sorts of people to decide which wormer is the best for them to use on their particular animal,” she explains. “Some people don’t really understand the importance of worming and it needs to be explained in details, while others have done lots of Internet research, so the SQP has to know what they’re talking about.” Claire has built up strong relationships with her customers, some of whom have stuck with her from the start. She now has four folders full of the details of her long-term customers. “My number one advice to any new SQP would be to build trust with your clients. Of course that won’t happen overnight, but once people trust the advice you give, they’ll keep coming back,” she says. Surprised to win Claire was genuinely surprised by her SQP of the Year win. “I’m so grateful to Virbac for giving SQPs recognition,” she says. “I never expected to win. I was amazed to be nominated and even more amazed to make the final six. The other finalists were lovely people and as enthusiastic about the job as I am. Quite honestly, any of them deserved to win.” Poor health over the past two years and pressures of the business mean that Claire no longer has her own horse, although she does ride when she can. She has also spent a good deal of time on the Sellors Country Store website, which will be relaunched soon. “If I could pass on anything on to others contemplating starting a similar business, I’d say that enthusiasm is everything,” she says. “If you aren’t enthusiastic, that rubs off on your staff and you’ll never make a success of any business if your heart’s not in it.”

You don’t just put the first wormer people ask for in a bag and take their money.

Becoming an SQP The basic role of an SQP is as an animal medicines adviser. All SQPs have passed through a training system regulated by the Animal Medicines Training RegulatoryAuthority (AMTRA) and can supply products from registered premises only. There are various types of SQP and Claire is allowed to prescribe or equines and companion animals. “To qualify, you have to do loads of home learning and training seminars and pass written and oral exams,” she says. “Once you’re qualified, you must keep up to date by earning points through more seminars and by answering questions in a magazine that goes to all SQPs.” Claire points out that SQPs are professionals. “Every SQP has worked extremely hard for their qualification. The exams aren’t easy for a start,” she says. “It’s also not a cheap option for the business owner. The premises has to be licensed, which costs money, and I also pay to keep my qualification.” The finalists for the Virbac award were chosen through the “mystery shopper” route, which is something most SQPs are used to. “Because wormers are classified as drugs, we’re inspected at regular intervals to make sure we’re storing them safely and securely,” says Claire. “The inspectors don’t warn us that they’re coming and sometimes do the mystery shopper thing.” Record keeping is another important task for SQPs. “All your records are examined during your inspections and if you’ve got anything wrong, you’re in big trouble,” says Claire.

Claire Sellors, Virbac SQP of the Year 2012, with her winner’s trophy and certificate.

How to be SQP of the Year In 2011, Virbac Animal Health introduced the Equine SQP of the Year award “in recognition of the important role played by SQPs in offering sound and well balanced advice on worming issues to horse owners, and in recognition of the hard work and training undertaken by SQPs to achieve this level of competence”. SQPs are nominated by horse owners and their colleagues and were then ‘mystery shopped’ to narrow the number to a short-list of six. The 2012 finalists were interviewed by a panel of judges that included the 2011 winner before the new title holder was announced. ETN asked Claire for her advice on how to become SQP of the Year. “I’m a very competitive person, so I don’t know if I should give away all my trade secrets!” she jokes. “But here are the three things I consider most important for an SQP.” 1. Customer service. You must offer professional, reliable advice at all times. 2. Enthusiasm. You should never mind repeating yourself. If you have three people one after another asking the same thing, you must never sound bored. 3. Keeping up to date. The worming business changes all the time and there are constant developments. You must keep abreast of the latest research, even if that means doing it in your own time.


Website gets even smarter

What’s new in worming? Every single equine needs a parasite control programme – and the prescription of drugs by SQPs is only one aspect of this vast market. ETN looks at the latest worming initiatives.

MERIAL Animal Health has refreshed its SMART worming website. enables horse owners to manage their horses’ worming routines online, with tailored plans available free of charge. Merial has also launched a smart phone ‘app’. It enables customers to consult their worming planners in store, thus helping SQPs prescribe the correct course of action for effective treatment of their horses. SMART worming involves Simply Monitoring the parasite situation, Assessing the Risk to the horse and Treating with the appropriate wormer. “It’s imperative that horse owners consider testing for worms and managing their worming practices carefully to tackle the growing threat of resistance in order to keep their horses healthy now and in the future,” said Louise Radford, marketing manager for Merial’s Eqvalan brand. “The website is key to this, providing easy to follow information, explaining when to test and breaking down the worming schedule into four clear steps.”

Guides answer FAQs VERM-X has launched three new product guides to answer frequently asked questions about natural control of intestinal hygiene. Packed with advice for pet, horse and smallholder animal owners, the guides are free of charge and join point of sale material already available from Verm-X. t Verm-X on 0870 850 2313. 50 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS

Why not offer a worm count service?

Longest dosing interval EQUEST and Equest Pramox are the only equine wormers to contain moxidectin, providing comprehensive worm control and the longest recommended dosing interval of any equine wormer currently available, says brand owner Pfizer. Equest is an oral gel containing moxidectin for single dose control of roundworms including encysted larval stages of small redworms and bots. Also an oral gel, Equest Pramox contains moxidectin and praziquantel for single dose control of all three species of tapeworm, roundworms including encysted larval stages of small redworms and bots. Moxidectin is a second generation macrocyclic lactone (ML) and has a different chemical structure from other MLs such as ivermectin, giving it unique properties: Moxidectin has a persistent effect in preventing infection by small strongyles for two weeks after dosing. It also treats encysted small redworm with a single dose and has a 13 week recommended dosing interval.

New worming website CHANGES in worming best practice mean it’s important that SQPs give their customers access to a reliable worm count service. Doing so enables SQPs to work on a par with other health advisors, says Westgate Labs who provide a tailor-made service for shops and merchants. The scheme is easy and quick to set up, with no up-front costs. No wonder it’s proving very popular with the 40 plus shops and country store chains already using it. But programmes based on worm counts use less wormers; so where does this leave the retailer? Wormer sales traditionally brought customers back to the shop on a regular basis, says Westgate Labs. Now you can offer a regular faecal egg count service with results returned directly to your store. Your SQPs will be able to talk through the results, sell appropriate wormers if required or plan the next worm count, leading to excellent interaction and customer service not to mention good margins too.

Own brand service This is an ‘own brand’ service with paperwork customised with your business logo, plus sample pots and pre-paid reply envelopes all provided. You sell the test, the customer sends off dung samples to the lab which are tested on the day they arrive, with results sent by fax or e-mail straight back to the shop. It’s a simply way to increase profits from worming, as well as giving your customers great service and bringing them back into your shop on a regular basis. t Westgate Labs 01670 791994.

To learn more, you and your customers can visit Pfizer’s new Equest and Equest Pramox website. aims to make it easier to understand and follow the most up-to-date principles of sustainable worm control. Based on Pfizer’s ‘Manage, Test, Plan, Dose’ campaign, the site has four sections with diagrams and text explaining how and why it’s so important to manage the worm challenge on the pasture; the role of faecal worm egg counts (FWECs); how history and management play a part in planning the best worm control programme and how to choose and use the right wormer at the right time of year. There’s an interactive and educational parasite page, plus a section on frequently asked questions with no-nonsense answers. “We’ve listened carefully to what horse owners really want and need to know,” said Pfizer’s equine brand manager Paul Blanc. “The result is a source of plain-speaking, unbiased facts and advice, providing horse owners with the most current thinking on sustainable worm control.”



ETA’s luxury hamper, packed with more than £2,000 worth of goodies for horse and rider, is to be promoted at Blenheim Palace Horse Trials, where visitors to this popular three-star event will be given the chance to win a fantastic array of equestrian gifts supplied by some of the trade’s biggest names. The eagerly anticipated prize-draw, previously destined for the BETA-sponsored Festival of British Eventing, at Gatcombe Park,

Gloucestershire – cancelled because of appalling weather – will now be highlighted on the trade association’s stand at Blenheim. It includes a saddle from Thorowgood, rugs and a Collegiate bridle from Weatherbeeta, a rider outfit from the Townend range, KBF99 products from Vale Brothers, fibre feed from Dengie, a girth from Bliss of London and a selection of yard tools from Harold Moore. The BETA team will also be handing out our highly

popular goody bags, which are packed with an interesting collection of equestrian equipment donated by members. Rider safety and the work of our members will be promoted on the BETA stand, where we will be joined by Queenie the mechanical horse, appearing as part of the Take up the Reins tour – a national initiative organised by BETA on behalf of the British Equestrian Federation to encourage people to have a go at horse riding.

Be a crack shot in the country!


ETA is to hold its first Countryside Day, at Kibworth Shooting Ground, Kibworth Beauchamp, Leicestershire, on Thursday 27 September. The day is open to BETA members and invited guests, and offers the perfect chance for companies to come along with their team for a fun – but challenging – day in the Great Outdoors. It includes an extensive programme of archery and clay shooting lessons, and competitions – complete with prizes – across the ground’s 30 acres, as well as a buffet to end the day. The price is £50 per person, with nonparticipating spectators welcome and able to take advantage of the post-sport meal for only £10. Anyone interested should contact the BETA office for further details.

A swinging good time


he annual BETA Golf Day, at the Toft Country House & Golf Club in Bourne, Lincolnshire, on 8 August, was as popular as ever, with 24 enthusiastic players making up eight teams, competing for both team and individual prizes. Players tucked into coffee and bacon baps on arrival and a main meal of lamb cutlets on minted mash later on. Chris Gordon, of Dodson & Horrell, presented prizes to winners of the Individual, Team, Nearest the Pin and Longest Drive competitions. The results were: • Individual match for the BETA Trophy: first, Stuart Parker (Team BETA), second, Ian Mitchell (Team Airowear), third, Stephen Storey (Team Matchmakers), fourth Ben Slack (Team Weatherbeeta), fifth Simon

Storey. (Team Matchmakers).

• Team competition for the

Graham Amos Trophy: winner, Team Matchmakers, made up of Stephen Storey, Simon Storey and Marek Palul of Chandlers Farm Equipment. • Nearest the Pin (13th hole) winner: Gary Slaymaker (Juddpurs Saddlery). • Nearest the Pin (3rd hole) winner: Ben Slack (Weatherbeeta). • Longest Drive (12th hole) winner: Ian Mitchell (Airowear).

RETAILERS wishing to formalise their riding hat and body protector fitting knowledge and experience can now take a City & Guilds qualification Level 3 Certificate in Fitting Protective Horse Rider Equipment. The first exam is set for 12 September, at Stoneleigh Park, Warwickshire, and is open to BETA member retailers and their employees who have had some previous experience of hat and body protector fitting and who have already attended a BETA Safety Course. The exam, which is held in the afternoon, covers six units including injury reduction, construction and testing of hats, and fitting. A refresher session will take place in the morning. The City & Guilds oneday exam costs £150 per person but, if you wish to attend the BETA Safety Course taking place on the previous day, the total cost will be £195. Everyone who passes the exam will be placed on the BETA Fitters Register, set up to help consumers find their nearest qualified safety garment fitter. To book a place or for further information, please contact Tina in the BETA office.

Conference and AGM Team Matchmakers are the worthy winners!

CONTACT TINA ROGERS AT BETA: Tel: 01937 587062 Website: or email us at Stockeld Park, Wetherby, West Yorkshire LS22 4AW 52 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS

BETA brings C&G training for retailers

DON’T forget that the BETA Conference and AGM is taking place at Whittlebury Hall, near Towcester, Northamptonshire, on 29 October. Further details can be found in the News section.


List your website here For more information call 01937 582111


Equestrian Trade News



Coming soon in ETN. . .




• Fibre power


– fibre, forage and hay alternatives

• Herbal products – for equine health; plus horsey treats

• Boots, socks and gloves – to beat the chill


Editorial for consideration should be received by 1st October Telephone: 01937 582111 Email: 54 SEPTEMBER 2012 EQUESTRIAN TRADE NEWS


ETN - Equestrian Trade News - September 2012  

The voice of the equestrian industry for over 30 years. September issue articles include Worming Focus - AMTRA accredited CPD feature;Firing...

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