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Inside this issue Features 10 WORMING

Experts share their advice





What to stock for Christmas Preparing for winter

Regulars 5












The latest industry news Retailer opinion


Men’s winter jackets

Products hitting the shelves EPoS & stock control Websites on show

Contact US Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK T: +44 (0)1953 850678 F: +44 (0)1953 851936 E: W: Editor – KATE HANNAM E: Advertising Sales & Production - ALLISON KEMP T: +44 (0)1953 852946 E: Design – HOLLY TODD @ PressPoint E: Disclaimer




Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business Monthly nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

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Equestrian Business Monthly



what their animals actually need. On a similar subject, I was chatting to a (fairly

We expect retailers to put big efforts into improving the ‘consumer experience’

Winter preparations It’s hard to believe, but the Christmas shopping season is fast approaching. Traditionally, October’s issue of Equestrian Business Monthly is our Christmas special, and so this month you will find a selection of gift ideas to suit a variety of needs and budgets to help you make the most of the festive trade. This Christmas, people are likely to want to complete their shopping earlier in case of any delay caused by snowfall, so, retailers, you really should get organised now if you haven’t already! Last December, retail sales were generally better than predicted – largely attributed to the effect of the January 2011 rise in VAT. This year, it may be more difficult, as Stuart Henderson of retail technology firm NCR recently told the press: “With a number of recent reports and figures highlighting a decline in UK consumer spend we look set for a ferociously competitive ‘cut-throat’ Christmas in retail. We expect to see retailers not only competing through early sales and promotions but also through putting big efforts into improving the ‘consumer experience’. This will include offering cocktails and carols to entice us into shops but, more importantly, catering towards our changing shopping habits 4

mobile and high street stores.” This comment may be more directed at the high street, but certainly provides those in the equestrian trade food for thought I think? For those of you with online businesses – one interesting and hopefully helpful fact I discovered recently was that analysts have found Wednesday to be the most popular day for ordering Christmas gifts online.

with a big emphasis on making it easier for consumers to shop using a combination of online,

experienced) horse owning friend of mine not so long ago about worming, when she came out with, “Well, you can’t worm a horse too much, can you?” I proceeded to explain how this is not actually the case, but it highlights how ignorance is still a big problem when it comes to responsible worming. See our ‘Worming’ article for some advice from the experts.

Next month’s Question is: “Do you foresee London 2012 and its legacy as having a positive effect on your business?” As we are creeping closer to the Olympic Games, equestrian organisations are trying to use the event as a way of getting more ‘bums in saddles’. How should our industry be doing this? How successful do you envisage this will be? Are you planning to take part in, or take advantage of, ‘London 2012 fever’, and how?

Your Horse Live consumer competition We’ve now assembled all the prizes we need for the Let’s Talk Horses competition to win a complete outfit for horse and rider at Your Horse Live. A massive thank you to the following companies who provided prizes after we had gone to press for September’s issue, so were not credited in last month’s Editor’s Comment:

Furthermore, as it happens, ‘Cyber Sunday’ and ‘Cyber Monday’ (American terms for the busiest days for online Christmas sales) fall on the 4th and 5th of December this year, earlier than 2010, so expect these days to produce heavier traffic and be prepared to meet the demand.

Customer knows best? Preparations for winter is a theme this issue, with ‘Winter Feeding’ advising how both retailers and horse owners should be getting ready for the colder months ahead. Many owners are still providing the wrong sort, or wrong amount, of feed for their horse, so the lead up to winter provides an excuse to better educate them about October 2011

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Question time Perhaps ‘Customer knows best?’ could be a future topic for Question Time, our new feature on page 27. We had a good response to the first question regarding internet auction sites, so thank you to those who took part. I asked another horsey friend of mine her view on this and this was her response: “Maybe retailers need to look carefully at the selection of products they have. I think they need more to choose from, as the market is full of new and interesting products. Cutting prices is obviously not easy, but perhaps they could advertise about selling second hand stuff? They need to work hard to compete with the potential customer base of online sites though, the whole country is hard to beat!”

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• • • • • •

Aerborn Cavallo Equine Products UK Gee Tac Golly Galoshes Horsemasters Distribution (Mountain Horse) Horseware Ireland Likit Loveson (Tagg Equestrian) Net-Tex PolyPads Weatherbeeta

Don’t keep your thoughts to yourself! - email editorial@ebmonthly. or write to Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich NR9 4NN

Kate Hannam

UK News

UK News

UK News

Getting your strategy right in the UK equestrian products and supplies industry 107 companies in the UK equestrian products and supplies industry are following a strategy that has led them into a blind alley and they must change quickly or risk disappearing altogether. That’s according to a new study assessing the strategic, financial and commercial performance of the top 355 companies in the market. David Pattison, author of the new Plimsoll Analysis explains: “It’s undoubtedly tough out there with demand still subdued and costs rising all the time. With too many companies chasing too little market, many are finding it difficult to pass on rising costs to customers. As a result we have seen profitability fall with average margins in the market now down to 1%.” Pattison then goes on to explain that his latest study shows performance in the market is fragmented into four distinct categories. Based on these categories, he has been able to recommend strategies for the next 12 months to improve or protect each company’s performance

Get back to growth There are currently 35 companies in the UK equestrian products and supplies industry that are struggling for growth. Granted they have healthy profit margins and most have little or no formal debt, but they are just not growing. Pattison recommends these companies change strategy, wake up and sacrifice some of their profits on finding new growth as they are in danger of being left behind

Fix the profitability hole 71 other companies in the UK market are at the opposite end of the spectrum. They are growing at a pace way beyond the rest of the market, but they are doing so at the expense of profitability. Many of these companies could be accused of overtrading by continuing to make losses and/

or financing growth via increasing debt. They risk running out of cash unless they return to profit soon.

Maintain their advantage There is a band of 147 companies that are clearly the market leaders. They are achieving above average sales growth, are retaining healthy profit margins at an average of 3% and carrying little to no debt. Their challenge is to maintain this outstanding performance in such a difficult trading environment and avoid complacency. They might even consider the acquisition of distressed competitors.  

Try to survive or be rescued

Finally, there are 107 companies for whom the strategy for the next 12 months is mere survival or rescue via a takeover. These companies have high debts as a percentage of sales at 42%, are averaging profit margins of -2% and are often seeing sales fall. These companies need to downsize their operations, focus solely on the profitable parts of their business and work at making a profit or the end is nigh. Some will attract buyers to rescue them but others won’t be so lucky.  The new Plimsoll Analysis – Equestrian Products & Supplies will tell you which companies are following the right strategy and those heading in the wrong direction. With an individual commercial, strategic and financial study of each of the top 355 companies in the market, it is the ultimate guide to performance in the market.   Readers of Equestrian Business Monthly are entitled to a £50.00 discount of this new special edition of the Plimsoll Industry Analysis – Equestrian Products & Supplies. Call +44 (0)1642 626400 for further details and quote reference PR/LI18.

UK News A round-up of the UK’s equestrian trade news Biggest response so far for National Equine Health Survey Leading animal charity The Blue Cross has published the results of its second National Equine Health Survey (NEHS), conducted in May 2011. Data was collected from 5,500 horses, ponies, donkeys and mules, giving a valuable insight into the health of the nation’s equines. The survey, which was first launched by The Blue Cross and BEVA in November 2010, focussed on 28 common disease syndromes including lameness, skin problems, weight issues and respiratory disease. Over 1,000 people submitted information on the health of their equines – mainly private owners but also equine welfare organisations, riding schools, stud farms and professional yards. The collective data challenges many of the current concepts of disease prevalence in the UK equid population, and for the first time compared data collected from horses and ponies to donkeys and mules. Visit the news pages at to read the findings.

Worm Egg Count MasterClass returns

October 2011

The British Equestrian Trade Association’s 2011 National Equestrian Survey has highlighted new spending patterns and changing trends over the past five years as the equestrian sector weathers the nation’s turbulent economic climate. The poll, conducted by Sportswise, uses accurate statistics and reliable estimates to present a clear picture of the British equestrian sector. The survey’s full structural report will soon become available and can be bought for £200 plus VAT by BETA members or £360 plus VAT by non-members. Separate Feed & Bedding and Clothing, Equipment & Saddlery reports will be on sale this month. To read the headline findings, log in to the news section of

Following this year’s highly successful Worm Egg Count MasterClass at the Moredun Research Institute, Edinburgh, Merial Animal Health has announced that it is running the event again in 2012. This expert masterclass is designed to equip SQPs with the expertise they need to undertake Worm Egg Counts (WECs) at their practice or store. This training will add significant value to anthelmintic usage advice and sales, and enable veterinary nurses and SQPs to develop individual worming programmes for their clients based on best practice. Additionally, this training will qualify for 52 AMTRA CPD points. The 2012 event will take place on Thursday 1st March from 9.30am until 5.00pm at the Moredun Research Institute just outside Edinburgh. The event will be lead by expert parasitologists Professor Jacqui Matthews, BVMS PhD MRCVS, and Dr Dave Bartley, BSc PhD and will include seminars on equine parasites and drug resistance, problem solving tutorials and a hands-on WEC practical learning and practicing techniques in the state-of-the-art lab. Cost: £200 per delegate. Places are limited. To find out more or book your place, contact Merial Equine Health +44 (0)1279 775851 or email


Survey reveals new spending patterns in equestrian industry

Asmar Equestrian offers unique retailer model Canadian clothing manufacturer Asmar Equestrian is seeking UKbased distributors and retailers (store and online-based) to join its growing team. The company has taken the unusual step of offering successful distributors and retailers free marketing and social media support, to help it market the Asmar Equestrian brand. The company also offers extremely flexible retail terms. “Retailers wanting to stock a technically-advanced leisure clothing, riding and show wear range can’t really afford to miss out on this amazing opportunity,” says the company’s CEO, Noel Asmar. Forward-thinking retailers should email kathy@asmarequestrian. com to request an application form. Social media support will be supplied by Sirenia Press Solutions.

Equestrian Business Monthly

News In Brief New BEVA President announced Ben Mayes was formally appointed as President of the British Equine Veterinary Association for 2011/12 at the recent BEVA Congress (7th to 10th September) at the Liverpool Arena Convention Centre. He takes over the role from Deidre Carson. Keith Chandler is now President Elect and Paul Jepson became Junior Vice President.

FBI supplies BETA clothing Finest Brands International is returning as BETA International’s official clothing supplier for a second year for 2012. The company has provided Toggi Esher and Tiverton black quilted gilets, plus long-sleeved cotton shirts, for team members to wear throughout the three days.

Cavallo sponsor top dressage name German clothing and riding boot brand Cavallo will be now sponsoring top dressage rider Michael Eilberg. Michael continues to make his mark at the highest levels, more recently winning at the World Young Horse Championships in Verden beating strong German and Dutch competition.

Equisafety marks 10th anniversary Equisafety has cause for celebration at the Horse of the Year Show 2011, because not only has the company had a tremendously exciting year so far, but the show also marks its 10th Anniversary. Managing director Nicky Fletcher has decided to run a prize draw in which ten lucky shoppers will win a Polite waistcoat and matching hatband. So, if you or your customers are going to the show, pop along to stand O5E and fill in the form.

UK News

UK News

UK News

Obituary - Dr John Irving MBE PhD Dr John Irving, who died on 3rd August 2011, was the managing director and founder of Keratex Hoofcare, the product range designed to improve equine hooves. Dr Irving invented the groundbreaking Keratex Hoof Hardener, which achieved patented status, before developing the rest of the Keratex range alongside his wife and daughter. He died aged 81 of prostate cancer after a lengthy, determined and brave fight. Dr Irving faced cancer with incredible strength and focus and was an inspiration and legend to his family, friends and peers. He was still working one week before he passed away. Dr Irving’s knowledge of chemicals and their place within equine hoofcare was unsurpassed and he can be credited with founding the market corner for today’s hoofcare industry. His innovation, fantastic problem-solving abilities and knowledge have brought about the protection, repair and improvement of equine hooves for countless customers since he founded Keratex in 1991. His remarkable and generous character extended outside his own family and friends to animal charities all over the world, who have benefited from Keratex products, overseas visits and donations over the years.

Before setting up Keratex, Dr Irving was a Group Captain in the RAF and during this time he learned eight languages and was a brilliant engineer, having helped to design the world’s first midair re-fuelling system before he retired. Dr Irving was a popular, unforgettable figure in the equestrian world. He was known as a larger-than-life character, a family man, and a man of principle, he will be sadly missed by his family, friends, colleagues and customers. Dr Irving’s wife Alison, daughter Rosie and son-in-law Alex will continue to manage Keratex on Dr Irving’s behalf and will be looking after his legacy to the hoofcare industry. The company is in a strong position to move forward in the equine market and its operations will continue as before.

First ‘own-label’ combination equine wormer launched CWG Farm and Country, one of the largest retailers of farm, equine and country products throughout the Midlands and Eastern counties, owned by Mole Valley Farmers, launched two new own-label equine health products at this year’s Burghley Horse Trials (1st to 4th September). Molemec Paste For Horses and Molemec Paste For Horses Plus were launched within a new range of own-brand products specifically for equestrian owners, and is the first own-label combination equine wormer to market. The range, ‘Molecare Animal Health’ will eventually encompass all aspects of veterinary health, and will be available through CWG Farm and Country, SCATS Countrystores and Mole Valley Farmers in store, in branch and online.

Mole Valley Farmers is the first in its sector to develop its own brand strategy for equine ivermectin-based products.

UK News

UK News

UK News

New acquisition for Abbey England The Equus brand has a wealth of history and heritage, and has been purchased by Abbey England to add to the company’s ever-growing portfolio. Equus are polymer specialists to the saddlery trade, with the products manufactured in England to the highest quality standards, using materials suitable for all climatic conditions. Highly regarded for its rubber-based products, the range includes rein grips, bit guards, bell boots and quarter and quick release boots. Says Richard Brown, managing director of Abbey England: “We

are delighted to have purchased the Equus business to continue our expansion plans for the company. The team are pleased to be able to maintain this essential part of the British supply chain and look forward to increasing the production very soon.”

New Appointments Ariat Europe welcomes new head of sales Ariat has appointed Petra Heide as head of sales. Having worked with brands such as DKNY, Firetrap, CocaCola and more recently UGG Australia, Petra has a mass of experience across the global footwear and fashion market. As a rider herself, Petra grew up in Argentina before starting her career in Germany, spending six years in New York and finally moving to the UK ten years ago. Clearly passionate about her appointment, Petra explains: “Ariat is a strong company that is making a real commitment to Europe and I am looking forward to building on the existing success. There are incredible opportunities to take the brand further in equestrian and related channels.”

Dodson & Horrell welcomes Philippa Gilmore New national sales manager Philippa Gilmore has joined Dodson & Horrell bringing a wealth of experience in sales and marketing. Having graduated from Seale Hayne Agricultural College with a BSc Honours degree in Rural Estate Management, with her passion for rural issues combined with her love of horses and eventing from a young age, Philippa will be a great asset. She has been involved in sales and marketing across a wide sector of companies and will be responsible for the area managers across the UK.


Upbeat mood in Cologne A total of 376 companies from 30 countries presented their products to an international audience at Spoga Horse Autumn. The fair ran from 4th to 6th September, with 36,300 visitors from 106 countries attending Spoga Horse and adjacent show Spoga+Gafa in the Cologne trade fair halls. “The trade fair’s quality and size were truly impressive, and numerous international decision-makers met with the representatives of this innovative industry,” said Metin Ergül, vice president at Koelnmesse GmbH. “The offerings of the exhibitors and the response of the visitors showed that this focus on a central semiannual platform in Cologne is an efficient and unrivalled way to conduct international marketing activities.” A total of 78% of the exhibitors came from abroad, while the corresponding figure for visitors was 59%. The mood was upbeat as a result of the many international decision-makers and excellent attendance at the stands. This assessment was also confirmed by a visitor survey, which showed that 90% of the respondents were involved with procurement decisions and 48% of them were key decision-makers. 78% of visitors said they were satisfied or very satisfied with their success in achieving their goals at the fair. The groundwork for a successful future was already laid at the trade fair, since notable foreign companies such as Bucas, Equine Industry, Fairfax Saddles/ Thorowgood, Horseware, John

Michelle makes the move to Equivet Equivet Animal Care Products has appointed local rider Michelle Martin from Great Yarmouth in Norfolk as its key distributor for this area. Michelle has a wealth of equine experience and is looking forward to introducing the range of products to her large and growing network of equestrian contacts in the Norfolk and Suffolk areas. Michelle is particularly interested in nutrition and has much experience, in particular of native ponies, as she now competes with her own Shetland ponies and is an active member of the East Anglian Shetland Pony Group. 8

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Whitaker International and Prestiga Italia, as well as leading German companies such as eurostar, Herm. Sprenger, leovet, Pikeur, Schockemöhle, Theo Sommer, USG, Waldhausen and many others have already announced that they will be returning to Cologne for Spoga Horse Spring, 5th to 7th February 2012.

In figures The show was attended by a total of 376 companies (2010: 393) from 30 (30) countries, including 78% (76%) from abroad. The participants included 80 (95) exhibitors and 4 (0) additionally represented companies from Germany as well as 279 (295) exhibitors and 13 (3) additionally represented companies from abroad. Including the estimates for the last day of the fair, a total of 36,300 visitors from 106 (89) countries were counted at Spoga Horse Autumn and Spoga+Gafa 2011. (Due to the change in frequency, the comparative event is Spoga horse 2009, attended by 25,350 visitors. Last year’s figure was 41,000). The proportion of trade visitors from abroad was 59%, equal to last year.

Innovation Award winners 2011 A jury of experts selected three trendsetters as the winners of the Spoga Horse Innovation Award, presented by Koelnmesse and the sector publication Equitrends for the 11th time:

• • •

Rider category: Frontzip ladies’ safety vest from Komperdell Sportartikel GmbH Horse category: S1 saddle from Prestige Italia Stable category: Nomad2go (mobile battery-powered cleaning system) from ARPO BV

At the sharp end Interesting times There is an old saying ‘May you live in interesting times’, and it’s not meant as a compliment. Well, we are certainly living in interesting retail times, even if some of the equestrian suppliers and shops are doing their best to put a spin on it, although these are becoming fewer and fewer as the slowdown continues. For some, especially in the equestrian retail world where many businesses have sprung up in the last ten or fifteen years, it’s the first recession they have been through. And we all have sympathy because it’s pretty scary out there; one of the head people from the CO-OP reckons it’s the worst retail recession for forty years. (Although the Chancellor said on Radio 4 last month that consumer confidence is returning – it must be ignorant bliss in the ivory towers of Westminster!). The good news, as those who have been through a dip or two will know, is that many of those who can dig in and get through it will survive. In the case of the equestrian trade not only will some survive, but also they will actually come out of it stronger and with much healthier businesses. This is because those that do survive will be those who either, in a few cases, already had a strong business, or, in the majority of cases, because it has given them the kick they need to get their businesses running more efficiently. The main areas that seem to be improving rapidly are layout/ merchandising and stock control. The old adage ‘If you do what you have always done you will get what you always got’ has never been more relevant, and, let’s be honest, the equestrian retail trade has in the past not exactly been at the ‘cutting edge’ of retailing. For instance, if we take merchandising it’s not

uncommon to see stock piled and cluttered on shelves and especially floors, and you don’t see that on the high street, not even in charity shops. There are two other indicators of possible success: those businesses who have realised that just keeping discounting does not lead to the increased volume of sales/profit required to survive, and those who realise that you have to keep buying stock at some level because if you don’t have it you cannot sell it. That’s not to say that some who are doing their best won’t fail or that some who are lacklustre won’t somehow survive. It’s more complex than that, with aspects such as location, financing and competition all having an effect. And not forgetting of course that we are in a recession, which means that consumers are spending less in general in all trades, as many of my contacts outside the equestrian world confirm. It’s not easy out there for anyone. However, at least if you are looking at all aspects of your business and trying to improve wherever you can and as much as you can given the lack of income, then you are giving yourself as much chance as possible to get through these interesting times. Mike Potter provides sales and retail training for equestrian retailers and can be contacted on

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“You can’t worm a horse too much - can you?” Despite the best efforts of equine experts and a wealth of information and advice to the contrary, there are still many owners who hold on to this misconception or are confused as to how best to worm their horse. So how do we get across the real facts of effective worming? Equestrian Business Monthly asked the worming professionals to provide some essential advice.

Worming too frequently or under dosing

is one of the best ways to help slow down the rate of resistance development.

A common fallacy amongst some horse owners is that worming more frequently than may be required is fine. However, as an in store SQP, it is your job to advise that this is incorrect, says EQVALAN product manager Claire Edmunds. Worming too often and when it is not required by the horse may not directly lead to illness, but it may be contributing to one major problem – resistance. Wormer resistance is both inevitable and irreversible but there are many ways we can slow down the rate of resistance. Encouraging customers to implement a targeted and measured approach to worming, thereby maintaining a population of worms in “refugia”

What is refugia? The key to managing the problem of resistance is maintaining a population of treatment sensitive worms to dilute the population of resistant worms – this is termed ‘refugia’. Worming more frequently than required will deplete this important population, furthering the development of resistance. When worms living in the horse’s body are exposed to appropriate types of wormers, they are killed. However, a small number of worms may not be killed as they have mechanisms that allow them to resist the effects of the drug. Not all wormers affect all species and stages of parasite, so they may effectively escape treatment, as do the worms living on the pasture or worms in untreated horses at the time of treatment. In these worms the level of resistance does not change. Essentially, as the relative size of the refugia increases, the rate of evolution towards resistance decreases.

Image courtesy of Merial


October 2011

The key to maintaining a good level of refugia is to encourage the use of worm egg counts (WECs). By determining the parasite burden of each individual horse, you can advise on the correct wormer when it is required. Customers that worm on a seasonal rotation basis are very likely to be worming their horses too frequently; a worm egg count will establish the actual level of parasite infestation and determine whether worming is even required. When a WEC is performed, a result of less than 200 eggs per gram means no treatment is required. A low level of worms will not affect the horse, but does contribute to the pool of treatment sensitive worms. As WECs do not detect tapeworms it is therefore advised that horse owners consider treating their horses for tapeworm twice yearly, in the spring and autumn.

Incorrect dosing The other problem with current worming practices is that of under dosing. Wormers are designed to be able to provide an accurate dose and it is important that each horse owner knows how much they should give based on the weight of their horse. Although an accurate measurement from a weighbridge is best, a careful estimate using a weight tape is the next best thing. Under dosing for the weight of the horse will not only be ineffective, but can also increase the likelihood of resistance developing. Administering too much wormer will not impact on the level of worm resistance; however, it does waste product and money so encouraging your customers to administer the correct dose of wormer will also save them money in the long run.

Equestrian Business Monthly

Changing advice Worming advice is changing, resistance is a reality and programmes are moving away from the old style interval dosing to those described as ‘smart’, ‘intelligent’, ‘targeted’ and ‘responsible’ where dosing is directed only towards horses who need it. Retailers and SQPs should be changing too, promoting worm count based programmes in order to put the profit back into worming sales, says Gillian Booth, SQP, of Westgate Labs. Retailers and SQPs are ideally placed to educate the horse owner at the sharp end where sales are made. If WECs are not on offer then customers will simply go elsewhere to get them done and retailers will miss out. Wormer sales traditionally brought customers back to the shop on a regular basis. Now shops can offer a regular faecal egg count service with results returned directly to the shop. The SQPs will be able to talk through the results, sell the customer appropriate wormers if required or plan the next worm count, leading to excellent interaction and service. In addition to Westgate Labs’ established worm count pouch pack, the company wanted to develop a profitable, direct system for retailers. This is a service for your store, an ‘own brand’ service. Westgate Labs provides customised paperwork with your business logo, plus sample pots and pre-paid reply envelopes. You sell the test. The customer sends off dung samples to the lab, tested on the day they arrive, with results by fax or e-mail straight back to the shop. There is no upfront outlay with tests billed at the end of the month.

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WORMING This service is already proving very popular with retailers and is very quick and easy to start. “The first customers who did worm counts with us are now coming back through for more, so even better - they seem to appreciate the opportunity to discuss results and suggested follow up,” says Alison Hartley, SQP. Retailer Chris Moorhouse meanwhile describes: “The worm count service has been a great success for me. I am happy to explain the benefits to customers and feel more confident that the animals are getting better treatment. The biggest selling point is experience, when I tell customers we have had over fifty horses tested but only five needed treatment they suddenly become more interested.” Yards where regular interval worming has been the norm are

Image courtesy of Westgate Labs

constantly amazed at the results they are getting. Where the system works well many find that only one or two of the horses carry a parasite burden and none of the others need extra worming. This is very reassuring for the owners, saves them money, saves wormer residues on the land, saves the hassle of dosing and most importantly helps to slow down the development of resistance. Conversely, unexpected worm problems are uncovered when horses on regular programmes are shown to still have massive parasite burdens. Recently Westgate Labs have tested Echo, an eight-year-old Arab mare with a count of 1,700 eggs per gram (epg). She was last wormed with moxidectin 13 weeks ago. Another recent example is three-year-old Otis, a well cared for Fell x cob with a count of 8,700 epg. Neither of these horses seemed likely candidates for such high burdens and both look fine, emphasising once again that you cannot tell by simply looking at an animal. 12

Routine worming Gone are the days of the oldfashioned catch-all method of routine worming every horse every 6-12 weeks. Ben Gaskell, veterinary advisor for Pfizer Animal Health, explains why routine worming is the wrong approach. Resistance to wormers is now widely regarded as a serious issue in equines. The use of WECs has been established as a practical means of addressing the unnecessary dosing which can drive the development of resistant worms, but it’s important to recognise that WECs have limitations and must not be regarded as a complete solution for worm control. A WEC enables a targeted approach to be taken in treating a specific worm burden, but the worming products used and the reasons behind the choice should be fully understood to obtain the full benefit of responsible and sustainable worming. It is also important for owners to understand how good management plays a significant role in worm control. Reducing the number of worms on the pasture will help to keep the re-infection challenge to a minimum. This in turn reduces the reliance on wormers, slowing the drive for wormer resistance. A thorough history of each horse’s health and worming regime, together with an assessment of its living environment and field companions, must also be considered, to help the horse owner to build the best possible worm control programme. Age and health status should be reviewed, as young horses are more prone to infestation and tend to be a main source of egg shedding and a compromised immune system may affect the horse’s baseline tolerance of worms. The worming protocol of the horse’s field companions should also be checked out to ensure sure that the horse isn’t exposed to re-infection with worms from a horse that hasn’t been treated. Owners should be especially aware of new horses – these should be quarantined and WEC tested on arrival, treated accordingly and then kept off pasture ideally for at least 48 hours to avoid bringing resistant October 2011

worms onto the premises. Worming experts are making it easier for horse owners to get to grips with sustainable worm control and for SQPs to provide the most up-to-date advice to their customer-base, with the introduction of new POS and enduser campaigns. Pfizer for example has introduced a new prescribing aid to make it easier for SQPs to give accurate, on-the-spot advice to customers on the best method of worm control for their horses. Designed in conjunction with vets and SQPs, the quick and easy-to-use prescribing aid takes the form of a question dial with simple questions on worm status and easy-to-follow, unbiased solutions to the common worm threats. It provides guidance for spring, summer, autumn and winter worming regimes and factors in the important role of regular WECs. SQPs simply need to assess the seasonal parasite threat and then turn the dial and select the active ingredient that best meets the treatment needs of the customer’s horse.

Taking the confusion out of worming Callum Blair BVMS MRCVS, senior veterinary advisor for Virbac Animal Health, provides advice to help clear any confusion customers may have on how to plan the most effective worming programme for their horse. The objectives of a good worming programme are two-fold:

• Prevent worm related diseases • Minimise pasture contamination with worm eggs and larvae from the horse’s droppings

With many different products available and a stream of constantly changing and often conflicting advice, it can be an extremely confusing and complicated (not to mention costly) part of horse

Equestrian Business Monthly

management. Furthermore, parasites have an amazing capacity to develop the ability to survive what should be a lethal dose of drug. With resistance to the available drugs becoming an increasing problem it can be difficult to know what you should advise for each horse. All members of the equine community have a responsibility to do everything they can to sustain the efficacy of the currently available drugs by using them responsibly. There are a number of things that can be done to help improve the efficiency of worming programmes and maintain drug efficacy and the following are a few suggestions for consideration.

Know your parasites It is not necessary to treat all parasites (and their various lifestages) every time you worm a horse; there are key parasites that need to be targeted at certain times of the year. With this in mind it is possible to be selective when choosing the drug to meet these specific demands. This is the basis of what is often referred to as Strategic Dosing. From this basic framework, the individual programme can then be tailored to the particular needs of the horse taking into consideration a variety of factors such as its management and grazing circumstances.

Rotate summer worming drugs One of the key techniques for slowing the development of resistance is to rotate the type of wormer used over the summer grazing season. This should be done on an annual or biannual basis. By rotating the routine summer wormer, the worms are exposed to a different chemical with a different mode of action. If worms are not exposed to a drug it is more difficult for them to ‘learn how to survive the attack’. Although there are many different brand names of wormers available, several of them contain the same active ingredient. When rotating a wormer it is essential to ensure you choose a different ingredient, not simply

WORMING horse as it will compromise drug efficacy and can result in poor worm control. More worryingly it could also have grave ramifications for the wider equine community as it is recognised as one of the major contributory factors to worm resistance, because the worms are exposed to a sub-lethal dose of anthelmintic. It is possible to under dose a horse in two ways; either through poor weight estimation and/or a failure to administer the full dose accurately (more familiar to most horse owners as ‘spit-out’). a different brand. As there is widespread resistance to benzimidazole (fenbendazole) wormers, these should not be used as rotation wormers unless a significant level of efficacy has been demonstrated with faecal

Image courtesy of Virbac egg counts. With this in mind, the most suitable rotation is between the macrocyclic lactones

Weight awareness

(ivermectin or moxidectin) and pyrantel.

Prior to worming, very few horses are accurately weighed on a weighbridge. More often than not, the dose of wormer a horse receives is based on a

Dose correctly Under dosing has potentially serious implications for the Time of Year




Encysted small redworms

Single dose of moxidectin (Five-day course of fenbendazole).


Roundworms and tapeworms

Combination products that contain ivermectin and praziquantel treat both types of parasite in a single dose. Alternatively a double dose of pyrantel may be given.


Routine treatment for roundworms

Ideal routine wormers are ivermectin or pyrantel. Unless faecal egg counts are being performed and indicate differently, these treatments should be given at the manufacturers recommended dosing interval (eight to 10 weeks for ivermectin and four to six weeks for pyrantel).


Roundworms, tapeworms and bots

Combination products that contain ivermectin and praziquantel treat all types of parasite in a single dose.

October 2011

visual estimation of its weight. Unfortunately, this is notoriously inaccurate, with guesses being on average 20% below the actual weighbridge weight of the horse (Asquith et al. 1990, Ellis and Hollands 1998).

Spit-out Ask any group of horse owners about ‘spit-out’ and you will see heads nodding in acknowledgement of the problem. The true significance of spit-out becomes apparent when you realise how much paste/gel is in a syringe. For most products this is between 7 and 10 ml or put another way about a rounded teaspoonful. Consequently, that dribble you see on the floor after worming could account for as much as 50 to 80% of the dose administered leaving the horse open to parasite related problems and increasing the risk of resistance.

Image courtesy of Virbac

Conclusion Deciding on how best to control worms in horses can be a real minefield. However, by using a combination of the drugs, management and most importantly the expertise at your disposal it is possible to develop strategies for sustainable parasite control in all horses.

Equestrian Business Monthly


Worming support EQVALAN (Ivermectin) is licensed to treat more species and stages of parasite than any other summer and winter wormer. Kills large redworms, small redworms, hairworms, pinworms, roundworms, neck threadworms, intestinal threadworms, largemouth stomach worms, lungworms and bots. EQVALAN DUO (Ivermectin + praziquantel) is licensed to treat more species and stages of parasite than any other spring and autumn wormer. Kills large redworms, small redworms, hairworms, pinworms, roundworms, neck threadworms, intestinal threadworms, large-mouth stomach worms, lung worms, bots and tapeworm. Merial: +44 (0)8456 014236

Target worms EQUEST is an oral gel containing moxidectin for single dose control of roundworms, including encysted larval stages of small redworms and bots. EQUEST PRAMOX is an oral gel containing moxidectin and praziquantel for single dose control of all three species of tapeworm, roundworms, including encysted larval stages of small redworms and bots. EQUEST and EQUEST PRAMOX are the only equine wormers to contain moxidectin, providing comprehensive roundworm control and the longest recommended dosing interval (13 weeks) of any wormer currently available. Pfizer Animal Health:

Filling the needs of 3D Worming Key seasonal treatments form the foundation of the 3D worming programme. Equimax is the ideal choice for strategic autumn worming, treating roundworms, bots and all three species of tapeworm in a single dose. To make worming stress-free and avoid the risk of underdosing, Equimax is available in an easy to handle ergonomic syringe to treat up to 700 kg bodyweight and as Equimax Tabs (the innovative palatable worming tablets) to treat up to 800kg bodyweight. Virbac Animal Health: +44 (0)1359 243243

Sensible advice Worm counts are a now a mainstream part of a good worming programme, so it makes good business to sell them. Westgate Labs, as a leading provider, has two easy ways to help. Either stock the single and double test pouch pack worm count kits on the shelf, or alternatively really engage with your customers by using an easy to set up service tailored to your store. All the results come back to you. See advert or ask for details. Westgate Laboratories: +44 (0)1670 791994 14

October 2011

Equestrian Business Monthly

October 2011

Equestrian Business Monthly


WHAT TO STOCK FOR CHRISTMAS The busy run-up to the festive season is now underway. From small stocking fillers to more extravagant gifts, Equestrian Business Monthly profiles a selection of Christmas presents perfect for any equestrian aficionado.

in case the snow strikes again, and the latter by getting the bulk of their shopping done earlier. Here, we highlight some gift ideas to help you plan your festive sales and make the most of that lucrative Christmas trade.

Special feature

Last year the winter weather played havoc with shopping and deliveries in many areas of the country throughout December. With this in mind, both retailers and customers should be more organised this year – the former needing to order stock early enough, and in enough quantities,

Read ‘The secret of Christmas gift sales’, by sales representative Mike Potter, by logging in to the Business section of

All Weather Rider Jacket Asmar Equestrian

Tel: +1 604 601 2028 Email: Website: Sophisticated style and design – the All Weather Rider Jacket transforms to keep the rider and saddle dry in all weather conditions. Front and back skirts unveil behind a hidden zipper gusset to fit over the saddle. When the skirts are not in use, they snap elegantly into place. Two-way zipper on front, removable hood and adjustable cuff gusset accommodates gloves. Waterproof, windproof, pill resistant, breathable fabric with two-way stretch.

Christmas from Jenkinsons

Storm Buff

Tel: +44 (0)1924 454681 Email:

Tel: +44 (0)1707 852244 Email: Website:

Buffera Ltd

B Jenkinson & Sons Ltd

Jenkinsons, the long-established wholesaler of equestrian products, has recently published its 2012 trade catalogue, which includes pages dedicated to Simply Christmas. The pages include Christmas exercise sheets and leg wraps, cards and wraps complimented with advent calendars for horses and dogs. The gift section in the catalogue includes mugs, craft, jigsaws and chocolates. This range is complimented by the Peli catalogue, a specialist gift and stationery company from Germany of which Jenkinsons is UK distributor.

Combining Gore Windstopper protection with soft-to-touch microfibre comfort, new Storm Buff is ideal for outdoor people. The special construction makes Storm Buff both warm and comfortable whilst being fully reversible for two great, yet highly protective, looks. The microfibre panel enables the wearer to breathe normally when worn around the nose and mouth and an adjustable drawstring means easy transformation from neckwear to headwear.





Tel: +44 (0)1179 669944 Email: Website:

Tel: +44 (0)1179 669944 Email: Website:

New for the season – a fully waterproof country boot, with W-tex menbrane for full breathability, tie top collar for adjustment and Teflon coated tweed fabric. Available from stock for next day delivery throughout the UK. Fully stock backed.

New for the season – fully waterproof to the top of the boot, W-tex membrane for full breathability, adjustable collar and a classic look. Available from stock for next day delivery throughout the UK. Fully stock backed.

Heiniger Saphir

Saddle Carrier

Cox Agri

Classic Showjumps

Tel: +44 (0)8456 008081 Email: Website: The Swiss engineered Saphir is a powerful clipper/trimmer enabling continuous cordless clipping with its dual, rechargeable LithiumIon battery system. Supplied with two batteries and a dualport charger, providing 50 minutes clipping from a 45-minute charge. Saphir is ideal for finishing and perfecting a clip and for sensitive areas such as the face, and is quiet and lightweight (only 440gms). A detachable blade system ensures seamless conversion from clipper to trimmer using A5 type blades. 16

October 2011

Tel: +44 (0)1617 652013 Email: Website: www.classicshowjumps. com Classic Showjumps is one of Europe’s leading manufacturers of moulded products for the yard, stable and field. The company has just launched its new Saddle Carrier, which is available in 11 colours, and further new products will be launched later this year. Pro Jump training sets; jump blocks and wings; professionally welded poles in any colour mix; best range of mounting blocks in the world; Tack Pack; feed and tack storage boxes and more new products on the way!

Equestrian Business Monthly

October 2011

Equestrian Business Monthly



Polite Wraparound Winter Rug

Tel: +44 (0)1516 787182 Email: Website:

Tel: +44 (0)1516 787182 Email: Website:

High performance design, manufactured from Textile Intelligence 100% waterproof breathable fabric, lined in a soft 2oz quilt. Unique pull down warning triangle secured in the collar, fastens at side of jacket and features the iconic slogan - Polite Slow Down, with blue and white checked reflective strips. The chequered banding is also featured across the waist on the back and across the chest and arms at the front.

Equisafety’s successful Polite range now includes a re-working of the popular Wraparound Rug with the addition of visible blue and white checked reflective strips. 360° degrees reflective and fluorescent. Detachable, fully adjustable chest protector, fitted at the top of the pommel area. Using a surcingle, the rug can be used without the saddle – useful for long-reining or leading horses. Unique, exclusively designed girth slits make sure the rug will not slip.

‘Keep Calm And Kick On’

Luxury Embroidered Padded Socks

Tel: +44 (0)1865 377853 Email:

Tel: 44 (0)1543 483344 Email: Website:

Equisafety Ltd

Equisafety Ltd

For Riders

Gray’s of Shenstone Ltd

For Riders’ best-selling ‘Keep Calm And Kick On’ mug just sums up horse life. Available on its own or prettily wrapped with chocolate horse heads. Also available are A3 laminated signs, bright red tee shirts or navy ladies rugby shirts, both in heavyweight pure cotton. The snug fitting, fleecy headbands with ‘Kick On’ and other slogans meanwhile keep ears warm and always raise a smile. All make perfect yard presents and stocking fillers.

3 Day Event Range

The perfect gentlemen’s gift: Luxury Embroidered Padded Socks, a classic present beautifully presented in a quality gift box. Easy to wrap too!

2011 Christmas Gift Collection

Gabriella Shaw Ceramics

Heavenly Horse Ltd

Tel: +44 (0)1730 821101 Horse & Hound’s description of Gabriella Shaw’s new additions to her range of china and melamine products designed in collaboration with artist Terry Kirkwood: “Taken from Terry’s sketches, made of various top event riders at competitions, Gabriella set about producing them on mugs and trays to be launched at Badminton. They were incredibly well received and sold out. The new designs were welcomed by customers who appreciate the beauty and quality of these UK manufactured products.”

Tel: +44 (0)1724 721872 Email: Website: The Heavenly Horse gift range starts at a low £2.99 pocket money price in a very attractive counter display designed as an impulse buy sitting next to the till. The Shannon’s bag of kisses is also a gorgeous gift and RRPs at £5.99. Top of the range is the beautiful gold chocolate box filled with handmade heart-shaped treats topped with four types of delicious sugar hearts with pink organza bow and gift tag.

Two Faced Hoodie

Rainbow Mixed Mini Horslyx Gift Set

Tel: +44 (0)1274 852139 Email: Website: Festive fun with HWA’s brand new Two Faced Hoodie – guaranteed to get your customers’ attention! This unique copyright design can only be seen when the hood is worn up providing an element of surprise. Available in Vanilla or Sapphire for adults and Sapphire/Grey for children the hoodie also features the Messy Mare crest. With an extensive range of clothing, bags and gifts, HWA offers something for everyone this Christmas.

Tel: +44 (0)1697 332592 Email:

Horses With Attitude



October 2011

Mini Horslyx provides a healthy and nutritious reward for all horses and ponies and is now available in a brand new Rainbow Mixed Gift Set. The bright and attractive packaging enables customers to purchase a set of all four Mini Horslyx formulations – Original, Respiratory, Garlic and Mint – in one colourful box, providing the perfect gift for horse owners, whether it is for Christmas, birthdays or simply as a treat for their favourite equine.

Equestrian Business Monthly

October 2011

Equestrian Business Monthly


WHAT TO STOCK FOR CHRISTMAS Little Hotties Foot Warmer Insoles

JW Union Jack Dog Bed

VW Sports Ltd

John Whitaker International

Tel: +44 (0)7803 005007 Email: Website:

Tel: +44 (0)1706 340500 Email: Website:

Little Hotties Foot Warmer insoles are versatile and easy to use – customers can just slip them into their footwear to enjoy up to five hours of body temperature foot warming heat. Little Hotties are environmentally friendly, disposable and inexpensive. They are now available in the UK through VW Sports Ltd. Get on board with this exciting new product opportunity and make sure you profit from the winter months ahead.

The bestselling JW Union Jack dog bed features padded side walls containing a removable 600D Union Jack base cushion and a lowered entrance panel. This machine washable bed is made from 100% cotton lining and is padded with a water repellent polyester, ideal for use with puppies. This bright dog bed would make an ideal pooch Christmas present. Available in three different sizes: 27”/30”/35”.

6000 Verona Long Riding Boots


Tel: +44 (0)1706 514 230 Email: Website:

Tel: +44 (0)1608 683855 Website:

LS Sales

New to the Brogini long boot range, the Verona 6000 is an elegantly designed riding boot that concentrates on sleek lines and contouring to elongate the appearance of the leg. Handcrafted from the finest calfskin leather these boots are extremely soft, allowing the boots to mould to the shape of the leg. Ideal for most disciplines. Available in sizes 36 to 46 with a large variety of width and height fittings.

Chloe 3 Tweed Waistcoat

Sekur Grip is a unique product that ‘improves your grip by stopping the slip’. All competitive riders require a no-slip contact so will benefit from the use of Sekur Grip. Its tacky quality improves traction while still allowing the freedom of movement. Sekur Grip is made from all natural ingredients and may be safely applied directly to the hands, reins, riding boots or saddle to provide extra traction. Sekur Grip is easily applied and is perfect as a stocking filler this Christmas.

Meadow Jodhpurs

Maquien Design

Sherwood Forest Ltd

Tel: +44 (0)7734 216864 Email: Website:

Tel: +44 (0)115 424265 Email: Website:

Maquien Design’s English-made Chloe 3 Tweed Waistcoat is a superb, practical and stylish garment. It is made in beautiful British greeny-blue tweed and piped in a contrast colour. There are two good sized pockets, with buttoned tabs on the back. It has a camel/blue lining. This is just one from the company’s extensive range in sizes 8 to 18.

New from Sherwood Forest for AW11, the Meadow Jodhpurs are quality casual jodhpurs that bring a splash of colour to the winter months. From subtle Apricot, Chocolate and Navy to bold Dark Purple, Sky Blue and Magenta, the contrasting crown is a great detailed feature. Available in ladies sizes 8 to 18 and girls 20 to 28. Marlow Breeches and Belford pull on jodhpurs are also new for AW11.

“It’s where Santa shops!”

Toggi Lindell, Livia and Lorelle

Spartan Equestrian

Finest Brands International

Tel: +44 (0)1474 705065 Email: Make sure your customers’ stockings are filled with fabulous products from the Spartan this year. Soft toys, sparkling keyring pens, tractor moneyboxes, doorstoppers and draught excluders. Beautiful beaded bracelets and a great selection of equestrian jewellery. Then there is the Silly Filly range of christmas cards and stationery galore, whilst earwarmers and neck snoods provide practical presents and a new array of shooting goods will make your customers look fantastic in the field! 20

October 2011

Tel: +44 (0)1132 707000 Email: Website: Made from 100% lambswool, the spectacular matching Livia Beret, Lindell Scarf and Lorelle wristlets are the perfect way to top off a stylish winter look this Christmas. Perfect as stocking fillers or as a matching ensemble to keep someone special warm this winter.

Equestrian Business Monthly


Finest Brands International Tel: +44 (0)1132 707000 Email: Website:

Made from luxuriously soft, premium quality leather, the Toggi Knightsbridge bag combines style with substance for head turning good looks and the ultimate ‘spoil me’ Christmas gift. This superbly elegant piece is the perfect everyday bag or one night away bag, and features an internal pocket and removable base piece. Combining luxury with practicality, the Toggi Knightsbridge is the ultimate accessory for discerning fashionistas this Christmas.

Muckboot Tyne Worklite Ltd

Tel: +44 (0)1279 418052 Email: Website: The Muckboot brand defines a standard of warmth, comfort and performance that goes beyond customers’ expectations around the world. With a strong and loyal customer base, the brand has become one of the fastest growing lines in the waterproof footwear market. The Tyne is a riding boot specifically designed for the serious rider, with a lightweight rubber sole, toe and heel reinforcements, 5mm CR-Foam insulation and breathable Airmesh lining. Colours Bark or Black. Sizes 4–12.

Dianne Hennchen Jumper Clock Your Gift Horse Ltd

Tel: +44 (0)1454 202033 Email: Website: New for Christmas 2011 are the Dianne Hennchen wooden wall clocks. Featuring the artwork of renowned equestrian artist Diane Hennchen, the clocks are handmade in England. A beautiful and practical gift equally suitable for the office, kitchen or tackroom. Clocks come supplied in a presentation box, making them easy to post or giftwrap. Jumping, dressage and foal designs available.

October 2011

Equestrian Business Monthly



Prepare for good condition Many horse owners worry about their animals losing weight over the cold winter months. Last year’s winter was one of the hardest on record, making it likely that even more customers will raise concerns this year, so now is the time to stock up both on product and advice in preparation for increased demand.

The past two winters have seen falling temperatures and snowfall on a scale not seen in Britain for a long time. Whether this is down simply to a ‘freak’ weather system or a more permanent shift in climate is unknown, although some forecasters are predicting that winter 2011/12 is likely to be just as harsh. What is certain is that horse owners should be preparing now their feeding plans for winter – making sure they have enough feed stored in case supplies are disrupted by snow, and making sure that the feed they are providing is the most appropriate for their horse. The colder weather certainly presents extra challenges for horses, and many will require additional support if they are to maintain condition. “Horse owners should consider the type of horse, the workload it will be undertaking, whether it is to be stabled or living out and how well it generally holds its condition. This will influence the choices made when deciding on a suitable diet. Retailers need to be aware of such requirements when choosing which products to stock,” says Joanne Smales of Friendship Estates. “Retailers should have a good


knowledge of the products they are stocking and be confident in recommending them. This knowledge can easily be gained by talking to the reps from the relevant companies, most of whom will offer comprehensive product literature and training.” Joanne observes that generally large quantities of forage and conditioning products will be sold during the winter season, and Clara Baillie-Lane, marketing manager for Allen & Page concurs, adding: “Winter feeding is all about fibre. Shops should stock up on fibre feeds as a shortage of quality hay means that customers are looking for good value forage alternatives.” If a feeding plan worked well last winter, suiting the horse in terms of maintaining condition, temperament and behaviour, and the intention is for the same level of exercise this winter, then it makes sense to stick to the same plan, says Duncan Hook, fibres category director for Trident Feeds, who believes retailers must promote sensible, economic feeding for horses, making it simple for the owner to understand, building confidence so that the customer returns for products and advice.

October 2011

He adds: “Retailers need to speak to customers to find out their likely requirements, taking into consideration what was sold last winter, as well as remembering that weather conditions are likely to alter feed requirements. Outlets need to converse with both their customers and their suppliers to identify any gaps in the market as well as finding out about any new products or ideas that may be available and are being advertised in the equine press.”

Condition scoring As horses will be rugged up for the majority of the time, and/ or will be sporting a thick and woolly winter coat, any weight loss that does occur might be harder to spot. To encourage customers to be quicker to react to any change in their horses’ condition, consider pinning up a condition scoring chart in store, advising them to score their horses in preparation for, and every month throughout, the winter.

Winter weight loss Loss of condition during winter is a primary concern for many horse owners, but it need not be inevitable. Once it has been determined that there is no medical cause for the horse’s weight loss, the owner should

Equestrian Business Monthly

carefully assess the horse’s diet. Otherwise healthy horses can potentially lose weight in winter largely for one or two reasons: the colder weather and the lack or decreased nutrient value of available grass – both of which are protagonists for, as Dena Plaice, northern area sales manager for Honeychop, succinctly explains, “the horse utilising more calories than it is receiving.” “Horses can lose condition for a variety of reasons throughout the year but it becomes most apparent during the winter months,” continues Joanne Smales. “As the days get shorter, the weather turns colder and the rain gets heavier, what were once lush green fields turn into wet mud patches resulting in very little, if any, grass. This forage source has provided the horse with a natural, nutritive diet throughout summer and without it they can lose an amount of condition.” Most horses will be unlikely to maintain their weight on grazing alone during winter and will require additional feeding. This requirement is further enhanced due to the increased energy expenditure of the horse as it attempts to stay warm. When the air temperature falls below -1C (sometimes termed the lower critical temperature, or LCT), the horse must utilise more of the energy from its feed to produce heat and maintain body temperature. These means

October 2011

Equestrian Business Monthly


that additional calories must be provided to avoid the horse diverting energy away from body condition, growth or performance – research has suggested that at this LCT, horses need 23% more calories compared to when the air temperature is 20C, and this is without making allowances for any wind chill factor or rain. Young, old, thin or clipped horses are unsurprisingly likely to have the greatest requirement. Changes in workload brought about by winter can also have a significant effect on body condition. Some horses will be ridden less often, whilst for others their workload might increase, for example hunters or point-to-point horses. Joanne Smales continues: “Horses can also lose general condition if the workload is altered. Often they get less exercise in the winter due to shorter days and unsuitable riding conditions. A good exercise programme and an excellent quality diet go hand in hand to producing a well-conditioned horse, so both should be considered.”

Boosting condition Many horses lose weight during winter because they are not fed adequate amounts of forage, and for some simply increasing their intake of quality, nutritious, more digestible forage will be enough to meet their requirement for calories. Joanne Smales advises: “Consider the horse’s diet in separate stages. The main part of the diet should be forage of good quality fed in the correct quantities – however it is often underfed.” Feeding experts now stress the value of forage as an energy source. Joanne continues: “Often, a horse’s energy requirement will be overestimated and as a result too much hard feed is fed where a forage-based diet would have been sufficient. In fact, the vast majority of leisure horses and even some of those in hard week can receive enough energy from forage to meet their requirements.” Forage is often the main feed supply for the winter months and the base on which a feed programme is built. However, 24

October 2011

as Duncan Hook adds: “Most riding horses will find good quality hay perfectly adequate; however, some horses that are working harder, fussy feeders, or older animals may require haylage instead or need a supplement of more concentrated fibre replacers such as beet pulp, alfalfa chaff or dried chopped grass. These are also useful where forage quality may be substandard, having consistent quality and supplying more concentrated nutrients in fibre form.” Indeed, short chopped, quickdried forage products are a useful way of increasing calorie and fibre intake, and can be fed alongside hard feed or as a complete or partial hay replacement. One example is ReadiGrass, a dried grass product grown and marketed by Friendship Estates. Says says Joanne Smales: “ReadiGrass can help maintain condition through the colder months and can be especially beneficial to older horses who struggle to chew hay or haylage.” Short chopped straw chaff is another excellent source of fibre to consider. Dena Plaice highlights: “Honeychop is an ideal short chop fibre to be fed to horses who are losing weight in winter, and can be used to

Image courtesy of Trident mix with a concentrate feed to add good quality fibre to the diet and keep the horse occupied for longer.” With digestibility of great importance as to how well the horse can utilise the energy from fibre, Dena adds: “Honeychop uses only the best quality oat

Equestrian Business Monthly

straw, which is more easily digested than wheat or barley straw. If the horse is losing weight, the owner should use a good quality oat straw chaff to incorporate extra fibre into the diet. If the problem is that the horse is a fussy feeder, the Honeychop chaff range includes palatable plus Apple, plus Garlic and plus Herbs.” Clara Baillie-Lane meanwhile emphasises workload as one of the key considerations when planning winter feeding: “Many horses are stabled more and exercised less in winter, meaning their energy requirements are lower. Feed should be adjusted to suit this decreased workload, or horses are likely to become fizzy, excitable and difficult to handle. Feeds that provide slow release energy from fibre and oil are a better option. For some horses the workload doesn’t decrease – in these cases slow release energy from fibre is still the way to go, but oil can provide the extra energy for stamina. By stocking a complete range, such as the Allen & Page Barley & Molasses Free range, customers can move up and down the energy levels, whilst maintaining a high level of fibre as well as low starch and sugar.” If the horse really has trouble maintaining bodyweight, then either extra concentrate feed can be provided or the horse can be switched to a more calorie dense conditioning feed – the latter may be more costeffective. If the customer does decide to up their current concentrate ration, care must be taken not to exceed recommended starch intake levels of around 1kg of starch per meal (for a 500kg horse) as an absolute maximum. A better option might be a high fibre, low starch and sugar compound feed, as this can be fed in greater quantities. Specially designed conditioning products meanwhile (usually fed in smaller amounts as they are more calorie-dense) are for horses that are really struggling to hold weight. Such feeds are usually higher in quality protein, which is required for a horse to utilise its energy efficiently, and contain greater levels of fats from sources such as rice bran, linseed, soybeans or oil. As oil is very calorie dense, high soya or vegetable oil feeds can be beneficial, upping calorie intake without raising concentrate levels –­ minimising the risk of digestive disturbance and

October 2011

Equestrian Business Monthly


WINTER FEEDING particularly helpful for horses with lower appetites. Products that contain pre or probotics and yeast meanwhile will help support digestive efficacy – particularly the digestion of fibre – and can be particularly useful if the weight loss is down to or compounded by stress or illness. Again, starch levels should be controlled whatever the feed provided – customers should always consult the feed label to check recommended quantities plus examine the total amount of dietary energy (calories) supplied by that feed.

Sugar beet Demand for sugar beet increases in winter, and is traditionally considered to be a winter feed, although it can be fed all year round. This ‘super fibre’ is higher in calories than most forages, but lower in calories, starch and sugar than cereal grains (particularly if unmolassed), and can thus be fed to raise energy without the risk of causing digestive upset. Sugar beet is also highly digestible, and, as an added bonus, has also been found to increase the digestibility of forages fed alongside. Expert Duncan Hook explains: “Beet pulp is an economical source of slow-release energy in fibre form that helps to promote gut efficiency and therefore maintain condition. It is extremely palatable, so physically encourages the horse to eat when appetite may be curbed by monotony of routine or forage supply in winter, and as it is fed soaked will also help with hydration as some horses drink less in the colder months, which can lead to intestinal problems. Beet pulp also has


a prebiotic effect, helping to supply correct nutrition to the important gut bacteria which are essential for fibre digestion, aiding the efficient digestion of other components of the diet.” Many horse owners like to add a scoop of sugar beet to their horse’s ration in winter. However, it is often underfed as a conditioning feed – it is important to emphasise that it must be fed based on a dry matter weight as opposed to soaked. Between 1kg to 2kg of sugar beet daily (measured before soaking) should successfully add condition for a 500kg horse – it can safely be

incorporate into their winter feed ration depending on their requirements. Trident Feeds for example produces Equibeet (unmolassed pellets), Supabeet (molassed pellets) and Beet Shreds (molassed shreds) that require a 24 hour (pellets) or 12 hour (shreds) soak time, as well as Speedi Beet and Kwik Beet, which have undergone further processing to allow a shorter soak time (10 to 15 minutes) for convenience, although these are relatively more expensive. The beet pulp used by Trident Feeds is a co-product of the British sugar industry, produced following the extraction of sugar

fed as up to half of the horse’s daily ration. Retailers should therefore keep sugar beet products in good supply throughout winter, and encourage customers to do the same. Duncan adds: “The dried product stores well, so owners could buy extra stock in the winter to guarantee their supply if they wish to continue feeding beet pulp through the summer months.” There are a number of bagged sugar beet products produced on the market that horse owners can choose from to

from British grown beet, and Duncan explains: “The beet crop is monitored by farmers, who are supported by agronomists advising on management during growth, from drilling in springtime until harvest, which is supported to ensure correct storage of product from lifting until delivery into the factory. The beet is processed from September to February in factories that undergo summer maintenance programmes and are audited to FEMAS quality standards to ensure first class feed quality is produced.”

October 2011

Equestrian Business Monthly

The other side On other side of the coin are those horses coming into winter carrying excess weight, perhaps caused by lush spring and summer grazing. The natural cycle of the wild horse is to put on a little excess weight during the warmer months in preparation for the ice and snow, losing naturally this surplus condition over winter. Winter then is a good chance for overweight animals to shed some excess pounds and improve in health. These horses must never be starved however, as this puts them at risk of developing problems such as hyperlipidaemia. Feeding must be adapted so that calorie intake is minimal, but the horse is still receiving high levels of fibre so as to maintain both a healthy mind and a healthy gut. The hay that is provided must be of lower quality – late cut and stemmy – whilst straw is another low-calorie option for forage, fed either on its own or mixed with hay. Clara Baillie-Lane highlights the importance of not overfeeding through winter: “A fat horse come spring is at risk from laminitis. Ensuring that the horse has enough fibre, whilst not providing too many calories, is an important balance: hay can be soaked, using small-holed haynets will make the horse take longer to eat; and frequent, small bucket feeds of high fibre, low energy cubes or mash will provide regular fibre as well as entertainment. A high fibre, low sugar feed should easily provide enough energy for a light to medium workload. If the horse is expending less energy, he should be consuming less energy too.”

October 2011

Equestrian Business Monthly



Harvest update According to the Met Office, 2011 saw the second driest spring since 1910, which combined with the economic climate undoubtedly has had an effect on raw material –­ and thus feed – availability and prices. Joanne Smales highlights: “Although the conditions for producing and growing forages have been slightly better this year than last, some areas of the country have once again had reduced yields. Also, due to such high demand over the last year, many forage producers do not have a stored supply, which would normally be relied upon for times of higher demand, and only have this year’s crop to sell. However, the quality of the forage around so far seems to be good.” As the costs of production have risen, it is almost inevitable that the price of feed has also seen an increase. Joanne Smales explains: “We have had to make a price increase on ReadiGrass as the costs of drying the grass have risen so much. Fuel is now considerably more expensive than it was this time last year. However, we feel that the product is of such high quality that it can withstand this increase. A number of other forage producers have also issued price increases, and this is stretching to smaller farmers and locally produced product which is generally not of such a high standard.” Despite the dry spring and the “frustrating stop-start harvest”, the beet crop this year has been potentially good due to a successful germination and steady growth throughout the summer benefiting from the intermittent rainfall, explains Duncan Hook. However, he continues: “The UK operates within the global market and, as a result of the decreased yields achieved worldwide, the price of grain will increase this winter, thus affecting the price of all feed materials. In addition, fuel and fertilizer prices have again increased, affecting processing, haulage and growing costs, which can only be passed on through the industry and will affect the end consumer.” Duncan advises: “Products that are UK grown and produced, have less processing and haulage costs will be less affected, so if horse owners can simplify their horses’ rations then some savings could be made.”


October 2011

This is also true for horses that, whilst not overweight, are good doers who need their rations closely monitoring to avoid weight gain. Dena Plaice emphasises: “All horses, whether underweight, overweight or ideal weight, need good quality fibre to balance the delicate digestive system and keep it healthy. However, with a good doer or those that come into winter overweight, the calorie intake needs to be less than the horse is utilising. Honeychop pure Chopped Oat straw is a perfect source of fibre for these horses. It is dust-extracted with no molasses, oil or additives and is natural as well as nutritious. It can be used as a partial hay replacer to get important low calorie fibre into the horse’s diet.” To ensure that the horse is still receiving essential micronutrients, a vitamin and mineral supplement should also be provided, and indeed this

Equestrian Business Monthly

may be true for many horses, over, under or perfect weight, to ensure complete nutritional support throughout winter. Says Felicity Norrie of Equi Matters: “Many customers will be concerned about the cost of feeding this winter, especially if we have a repeat of last year’s weather. It is important to ensure that as well as meeting their bulk needs, horses have sufficient trace elements to maintain their health and wellbeing. An economical way to do this is to make a mineral lick freely available, so the horse can self-dose, rather than add trace elements to every short feed.  The lick should contain a broad spectrum of trace elements, to help ensure the horse’s needs are met. Redmond Rock, a natural mineral lick containing a wide range of elements, can be fed in the field as well as in the stable, because its hardness means it lasts well even in poor weather.”


Keeping costs down Celia Gadd, commercial director of Equivet Animal Care Products, looks at current feeding trends and the opportunity that this could provide this winter for the retailer and the horse supplement companies. Last year hay and haylage prices soared, and this was reflected by horse owners having to cut their equine spending in other areas. This year however, in most areas of the UK, the grass has grown well and in general there should be ample hay around. In reality, farmers and dealers are unlikely to drop their prices accordingly as small baled hay had stuck at the same price for several years and they will be anxious to achieve a better return. The recent research and advice on how to feed horses has changed quite dramatically over the last three or four years, with the big emphasis on fibre based feeds, rather than the ‘complete’ cereal feeds of recent times. There has also been a large increase of feed balancers on the market, which are aimed to provide everything that a horse needs in terms of vitamins and minerals in a fairly small ration. Feed balancers are a good source of the required vitamins and minerals, usually with the addition of a probiotic to ensure healthy gut flora and good digestion, and it is focusing on these elements, combined with good quality forage that will provide a horse with good health throughout the winter months. However, some of these balancers can be fairly expensive and this actually provides horse feed supplement companies an ideal opportunity to market their products as a way of providing a cheaper overall solution for the horse owner in the current market. For example, a horse that is fed on a quality fibre feed will still need some sort of vitamin and mineral supplementation, but this may well be provided with a good old fashioned broad spectrum vitamin and mineral supplement, rather than an expensive ‘complete’ feed or balancer. Vitamin E supplementation is often necessary in a stabled horse as it is only access to

fresh pasture that will provide an adequate source of this in the fibre-based diet. In order to prevent muscle stiffness, and in the worse case Azoturia and tying up, good levels of vitamin E and selenium in the diet are recommended. Of course, the onset of the bad weather often means a lot more hours spent in the stable, which can also drive horse owners to the shelves of their local retailer in the search of some other popular products. Horse calmers have become increasingly popular over recent years and, as horses do react very well to certain herbal and magnesium-based calmers, these products can provide good return to the manufacturer and the retailer. Respiratory products are also more popular in the winter, when many horses have a slight dust allergy and become a bit ‘thick in the wind’ on spending more time in the stable. Feeding garlic is still very popular as a very cost effective way of providing a good supplement that helps with the respiratory system as well as keeping the immune system in good working order. Seaweed is also becoming increasingly popular as this is packed with natural minerals that help maintain a healthy coat and hooves. Salt licks too will be an easy sale, particularly the Himalayan variety that can be easily tied up in the stable and are packed full of minerals as well as providing a really good boredom breaker. Another huge area in the market for supplements is those provided for joints. There are many choices now, with some companies providing an alternative to the traditional glucosamine-based products in the way of active herbal remedies. Generally older horses will become a bit stiffer when stabled more so this is a good time for these products too. The price point for these joint supplements can also vary enormously and customers may well be looking for a cheaper alternative to their normal brands this year. In summary there is a great deal more choices than ever out there for the horse owner, and they are now more likely to ‘shop around’ to ensure their horses are still receiving everything they need through the winter months – but at the best possible price.

October 2011

Equestrian Business Monthly


WINTER FEEDING Veteran support

For valued horses

Part of the Allen & Page Barley & Molasses Free Range, Veteran Vitality is easily soaked in under three minutes to form a palatable mash. Containing tasty mint, fenugreek and garlic, Veteran Vitality will tempt even the fussiest of feeders and is easily chewed and digested. Veteran Vitality also contains linseed as a source of Omega 3 fatty acids. RRP: from £8.80 depending on location.

The coat of horses on Aloeride looks awesome. Nutrient loading with its plant based molecules helps horses to relax, focus energy, cope better with inflammation and have a greater resilience to infection, and it helps their digestive tract. Just as helpful for a horse feeling its age as it is for a racehorse looking for an edge or for a show horse wanting to look sublime. Competition compatible.

Allen & Page: +44 (0)1362 822902

Santé Franglais Ltd: +44 (0)1858 464550/465005

Alternative relief

Joint support

NoBute is a popular joint comfort that offers a genuine alternative to the pain relief drug Bute. NoBute is produced from natural ingredients and does not contain Phenylbutazone, and therefore does not produce the side effects associated with Bute. The range includes NoBute, a natural comfort for joints; NoBute Premium, which repairs and maintains cartilage, joints and coat; NoBute Navilam ‘O’, to assist the laminae, pedal bone and navicular; and NoBute No Wheeze, to soothe the respiratory system.

Vetrofen is a blend of the plant extracts Scutellaria baicalensis and Acacia catechu, clinically proven to assist the body’s inflammatory response and antioxidant properties. Supports the dietary balance of the metabolic processes involved in maintaining joint comfort. Vetroflex is a proprietary blend of specially optimised collagen peptides, clinically proven to stimulate the growth of new joint cartilage cells counteracting wear-and-tear effects on joints brought about by injury, aging and the active lifestyle.

The Animal Health Company: +44 (0)1787 476400

Animalife: +44 (0)1253 891697 (Trilanco) or +44 (0)1522 529206 (Battle, Hayward & Bower)

Natural minerals

Excellent value

Redmond Rock is a palatable natural source of many important trace elements, as well as salt, and is suitable for all horses. Its hardness means it can be left out in the field in all weathers or fed in the stable, giving horses free access to the essential elements they need whatever their feeding and care regime. Typically it lasts a horse three months, making it an economical way to provide the trace elements essential for health and vitality.

This is a brilliantly priced range of the best-selling horse supplements. Equivet understands that keeping horses is becoming increasingly expensive, but horse owners need to know they are keeping their costs down without compromising on quality. The Healthy Stable range is a brilliant solution for optimum health, and good on the pocket too. For the retailer there is also a very attractive margin.

Equi Matters Ltd: +44 (0)1494 721763

Equivet Animal Care Products: +44 (0)8081 084995

Natural sparkle

Wholesome mash

ReadiGrass stands out for its high quality – rich colour, fragrant aroma and highly nutritious content. The unique drying process prevents fungal spores and other contaminants found in hay, and the finished product is dust extracted. ReadiGrass can help maintain weight and condition through the colder months and can be especially beneficial to older horses who struggle to chew hay or haylage. It can be fed alongside hard feed, as well as a complete or partial hay replacement.

Slobber-Mash is a feed rich in vitamins and fibres, with purifying action. It consists of flaked cereals, toasted linseed, wheat bran and dehydrated alfalfa, complete with extra vitamins and minerals. This product helps to gain and contain weight and is also recommended for older horses (with chewing problems), for horses with digestive problems or equine colic. To become a stockist, contact E. & E. Corn Supplies, Havens’ UK distributors.

Friendship Estates Ltd: +44 (0)1302 700220

E. & E. Corn Supplies: +44 (0)1388 603333


October 2011

Equestrian Business Monthly

The Hay Bar Investment Stabled horses fed from the floor maintain their natural way of foraging. This helps to ensure that mentally they are more relaxed and that there are less respiratory, dental and physiological problems. Hay Bar helps to ensure that forage does not become contaminated or mixed with the bedding, and this ensures there is little or no waste. The Hay Bar system is labour saving, safer, more hygienic, better for horses and the solution to numerous problems. Hay Bar: + 44 (0)1723 882434

October 2011

Equestrian Business Monthly


WINTER FEEDING Molasses-free chaff

Breathe easy

Honeychop’s Chopped Oat Straw is the perfect feed if the horse or pony prefers a straight chaff. Dust extracted with no molasses or additives, it is natural as well as nutritious. Oat straw is softer and tends to be more palatable than wheat or barley straw. It has a lower lignin content and is therefore easier for a horse to digest. An ideal feed for those prone to laminitis and will help with weight control in the good doer.

Respiratory Horslyx is a nutrient rich lick containing menthol, eucalyptus and aniseed, all of which assist in keeping the airways clear of mucus whilst soothing any respiratory irritation. Respiratory Horslyx is supported by a high specification vitamin, mineral and trace element package, which includes generous levels of the powerful antioxidants selenium, vitamin C and vitamin E, together with a unique healthy hooves package, offering a simple, cost effective, all-year-round forage balancer.

Honeychop: +44 (0)1359 230823

Horslyx: +44 (0)1697 332592

Nutritional research

New pellets

Over 30 years of nutritional research, clinical trials and field testing have gone into every cup of Farrier’s Formula. While no single nutrient is the key to a healthy hoof, studies show that most horses with hoof problems respond to better overall nutrition. Farrier’s Formula provides nutrients such as phospholipids, omega fatty acids, and important amino acid ‘protein building blocks’ that enable horses to build strong structural and connective tissue proteins important for healthy hoof structure and growth.

The high performance results of Red Cell liquid is now available in a convenient pellet form. For over 35 years, Red Cell liquid has supported the demands of equine athletes around the world. Now, the trusted Red Cell formula is available in easy-to-feed pellets. Contains 300mg of iron per half ounce, includes B-complex vitamins for immune system support and the highly palatable yucca-flavored pellets may be fed alone or mixed with feed.

Life Data Labs, Inc: +1 256 370 7555

Leslie Sutcliffe: +44 (0)1608 683855

Soothe anxiety

Maintain gut health

MaxaCalm is a unique feed supplement from Maxavita which is designed to help soothe anxiety, manage tension and control excess energy in horses. The magnesium based formula combines Green Lipped Mussel with L-Tryptophan and a carefully selected herbal blend to provide a daily calming solution. GLM is rich in Omega 3 fatty acids, which are known to aid concentration levels and support brain health. MaxaCalm is veterinary approved and contains no listed banned substances.

Haylage Balancer helps the horse thoroughly digest and maximise its roughage intake, allowing it to gain full value from it whilst helping to maintain a happy, healthy and comfortable gut. Haylage Balancer is an advanced, totally natural, nutritional support formula that will help neutralise and absorb excess acids in the gut, whilst slowing down the rate of passage of partially digested food through the gut, thus maximising the digestion of roughage.

Maxavita: +44 (0)8450 752754

NAF: +44 (0)1600 7107006

Balanced nutrition

In the pink

NAF Mare, Foal & Youngstock Supplement is a broad spectrum vitamin and mineral supplement, which provides calcium and phosphorous in the correct ratio for bone development, with zinc and iron present to ensure absorption of those nutrients into the bone. Copper is added for healthy cartilage formation, and vitamin E and lysine are also included, the former to support healthy muscle development, and the later, the first limiting amino acid in the equine diet, to ensure protein is properly utilised.

In The Pink Powder is a unique concentrated feed balancer, formulated using live yeasts and probiotics designed to optimise gut function and the natural digestive process by helping to create an ideal environment for the break down and assimilation of food intake. In The Pink Powder not only optimises digestion, enabling the horse to fully utilize his diet and maintain perfect condition, but also contains high quality vitamins, minerals and micro-nutrients to help support general health and vitality.

NAF: +44 (0)1600 7107006

NAF: +44 (0)1600 7107006


October 2011

Equestrian Business Monthly

Active health In The Pink Senior is an exciting new, scientifically balanced formula from NAF, specially formulated to meet all the nutritional requirements of older horses. In The Pink Senior will help balance the diet and enable the horse maximise the value of its feed intake; provide pre and probiotics for optimum gut support; donate all the vitamins and minerals required for all round health; supply a unique combination of antioxidants; support a ‘youthful spark’ and provide nutrients to support joint health. NAF: +44 (0)1600 7107006

Maximum support Osmonds Equiboost was formulated to offer a palatable way of feeding a daily supplement. Equiboost contains a high specification of vitamins and minerals, ensuring the daily requirements of the horse are met, allowing for correct growth, development and maintenance. Many benefits, including high iron content, contains Bioplexes, ideal for horses in most disciplines, maximum utilisation of nutrients from both feed and supplement, provides an exceptionally well balanced in feed supplement. A product to help produce winners! Osmonds: +44 (0)1948 668100

Palatable mash Designed for horses requiring high fibre high, oil diets, ReadyMash Extra is a popular choice for veteran horses who find the soft textured mash, formed once soaked, very palatable. Suitable for those that need a high calorie diet, ReadyMash Extra is also ideal for horses requiring a diet sympathetic on the digestive system. Along with high fibre levels, ReadyMash Extra also provides all the essential nutrients needed for a fully balanced diet. Rowen Barbary Horse Feeds: +44 (0)1948 880598

Super Supabeet Trident Supabeet is a cost effective, flexible and traceable British feed available in 25kg bags. Highly palatable and suitable for feeding to cattle, sheep and goats as well as horses, this molassed sugar beet pellet is high in digestible fibre and sugar and releases energy steadily over time. Ideal for promoting gut health and suitable for horses and ponies with poor condition or digestion. Trident Feeds:

let’s talk products

Men’s winter jackets

fo Wh r S at uc to ce St ss ock ful Sa les

This month the spotlight turns to men with this collection of winter jackets designed with the masculine in mind. Performance, durability and practicality come to the fore as fundamental requirements for men’s clothing, although style is still an important consideration. Men may be less likely to be slave to fashion and more concerned with practicality, but this doesn’t stop them, either consciously or subconsciously, selecting something that makes them look good – increasingly so as many men become more fashion conscious. There are a number of different looks to choose from, to suit different personalities and preferences. For that distinguished, English country gentleman’s look, quality tweed or cavalry twill jackets will always be popular – even more so now after ‘country’ and ‘heritage’ became buzzwords on the high street. The price tag may be higher, but such jackets really can be considered almost as investment piece to be worn for many years to come, made with high quality, natural materials such as wool, lambswool and cashmere – the Gent’s Rufford

Hunt Coat from Tagg Equestrian is an example. Lambswool makes a great material for clothing, and is incredibly soft, more so than ‘regular’ wool (lambswool is usually taken from the lamb’s first shearing, at around six months of age), but is also incredibly resilient. Being highly breathable, it also keeps the body’s temperature regulated whilst still providing plenty of insulation from the colder weather. Tweed meanwhile will never go out of fashion. This fabric is made from rougher wool (although silk tweed also exists, more common in women’s clothing than men’s), woven fairly loosely so as to make it flexible and comfortable to wear whilst still very durable – ideal for country clothing. The weave effect may be twill (diagonal) or herringbone, sometimes

Gents Rufford Hunt Coat       

October 2011

Alternatively, more modern and ‘sporty’ looking jackets and blousons appeal to many. For this season, trends have seen country clothing manufacturers take aspects of sailing and ski – see Toggi’s Storm jacket or Solent gilet – to produce garments that look good even in a non-equestrian, non-countryside setting (incidentally, red is said to be the on-trend colour for men’s jackets on the high street for AW 2011/12). Often made partly or wholly from durable polyester, these jackets are waterproof yet also breathable. The fabric of the jacket must resist liquid water (for example rain or snow) from passing through the material but still allow through water vapour

(evaporation from sweat) in order to prevent discomfort of the wearer. The design – for example, taped seams, adjustable cuffs and inward-facing zips – is partially responsible for waterproof effectiveness, but largely this is due to the fabric, which may be either inherently repellent of water or have been coated with waterproofing material. For example, Durable Water Repellency (DWR) is a chemical treatment (usually fluoropolymers or silicone) applied to the fabric to form a protective barrier on the outer layer. It is usually used in conjunction with a breathable and weatherproof membrane to increase performance. Remind customers that DWR can be removed through cleaning and should be re-proofed when necessary.

Toggi Kendal

Tagg Equestrian Available sizes: 38–48 Available colours: Black Materials/bindings:  Heavyweight 30oz Cavalry Twill combining 95% lambswool with 5% cashmere outer fabric. 100% wool Tattersall Check lining with waterproof lined inner skirt RRP: £220.00   Hunting traditional style from Tagg. Matching Tattersall Check waistcoat available.


interwoven with different colours to produce various attractive designs.

Finest Brands International

Available sizes: XS–XXL Available colours: Black, Olive Materials/bindings: 100% polyester with fluorocarbon water resistant coating. 100% polyester fill. RRP: £70.00

Equestrian Business Monthly

The Kendal men’s quilted jacket offers a classic, easy fit for a traditional countryside look. Featuring a water repellent fabric with soft touch filling and quilted in classic diamond quilt stitching, the Kendal combines substance with style, for the discerning, countryloving gentleman.

let’s talk products Toggi Solent

Toggi Storm

Finest Brands International

Finest Brands International

Available sizes: XS–XXL Available colours: Black/Granite, Navy/Silver Materials/bindings: Highly waterproof and breathable microfibre peached twill fabric with DWR coating RRP: £79.00

Available sizes: XS–XXL Available colours: Black/Granite, Silver/Granite Materials/bindings: Highly waterproof and breathable fabric with DWR coating RRP: £160.00

The Toggi Solent gilet is made from a highly waterproof and breathable microfibre peached twill fabric with DWR coating to ensure day long warmth and protection.

Created from highly waterproof and breathable fabrics with DWR coating and taped seams, the Toggi Storm jacket has many added features such as double stormflaps, chunky nylon non-corrosive two-way YKK zips, a hi-viz hood, reflective strips, cargo pockets with drainage eyelets and fleece lined side entry hand warmer pockets to help your customers cope with even the very worst of weather this winter.


Finest Brands International (Toggi)

Tagg Equestrian

Countries available: Europe

Countries available: UK and Europe. In Ireland

+44 (0)1132 707000

from Darragh Equestrian

+44 (0)1636 636135


HWA reap the benefits of new farming brand! Horses With Attitude introduces its funky new Farmers with Attitude brand featuring a range of fun fashion hoodies and gifts with a cheeky farming twist available for adults and children. Gary Meynell, sales manager of HWA explains: “Farmers with Attitude was registered a number of years ago with the intention of designing a new farming brand; however, with our equestrian side being so popular this was our main focus. Then this last year several of our country store stockists asked for fun farming clothing and this pushed us to develop Farmers with Attitude.” The new collection has been very well received since its launch last month with a wealth of orders and so much interest that plans have already been implemented to extend the range further in Spring 2012. The new brand has been created to compliment the company’s existing Messy Mare equestrian range which includes clothing, bags, headwear, winter boots and an extensive gift selection supplied to stockists in the UK and Europe. HWA also offers a comprehensive drop ship service as it is finding that demand for this method is increasing considerably as no stock holding is involved. For further information, call now for a brochure pack. Sales line +44 (0)1274 852139, email sales@ or website

October 2011

Equestrian Business Monthly



New Fullolife supplements for horses and ponies Fullolife has introduced a new range of nutritional oil-based supplements especially for horses and ponies. The new range of oils are designed to help promote the best of health whilst providing a nutritional formulated blend containing vitamins and fatty acids. Using only the best ingredients, the Fullolife range is both nutritious and delicious for even the fussiest eaters. When fed daily, horse and ponies can reap the benefits to help maintain a healthy and active lifestyle, which is full of life. The new Fullolife range includes Pure Cod Liver Oil, Joint Care and Soya Oil. Fullolife Pure Cod Liver Oil is a pure and natural conditioner that helps promote good general health and condition. Pure Cod Liver Oil is one of the richest sources of Omega 3 fatty acids, which helps maintain healthy joints and a healthy heart. It provides an excellent source of vitamins A and D, as well as polyunsaturates which helps promote strong teeth, firm bones and bright eyes, and is suitable for all horses and ponies to provide essential nutrients. Fullolife High Strength Joint Care is a formula designed to help maintain supple and mobile joints keeping horse comfortable and active during periods of reduced mobility. Ideal for both young and veteran horses, its rich blend of Omega 3 fish oils helps with stiffness and discomfort. High Strength Joint Care is based on 100% fish oil, meaning the Omega 3 content has not been diluted with vegetable oils and is purely from natural sources. It is ideal for all breeds and those prone to stiffness and joint problems, containing a unique blend of Omega 3 oils. Also in the range is Fullolife Soya Oil, a natural oil supplement to help promote healthy skin and good coat condition in horses and ponies. Soya Oil is proven to be one of the most beneficial oils as is contains Omega 3 and Omega 6 fatty acids as well as a source of Linolenic fatty acids. Fullolife Soya Oil is ideal for performance and shine, providing an excellent source of slow releasing, non-heating energy for essential for improved stamina. Look out for the Fullolife Dog Supplements range including Pure Cod Liver Oil, High Strength Joint Care, Skin & Coat and Calmer. For more information visit or contact AAK UK on +44 (0)1482 701271.


October 2011

Equestrian Business Monthly


Sponsored by Let’s Talk horses Your portal to the equestrian world


In this new feature, Equestrian Business Monthly gives retailers the chance to have their say on the current issues affecting their business. To see more of the responses visit


Q: Do you see online au ction sites as a significant threat to your business, and ho w do you counteract this?

Name: Wayne Munday Company name: Countrysmiths

When we founded over two years ago we recognised the opportunity for e-commerce within this sector and the ease by which people can go online, compare and buy products at competitive prices. Auction sites do represent a threat to Countrysmiths, but they also threaten the business for manufacturers, wholesalers and distributors. The threats are mainly related to deep-discounting, subsequent devaluation quality products and reduced profitable growth for all stakeholders. However the flip side is that auction sites do have their place within the online sector when private sellers and/or retailers decide to offer consumers bargain basement offers. There are many good reasons for doing this such as selling a select number of slow moving goods or shifting clearance items. To fairly counteract the impact of auction sites I would encourage all suppliers to raise the bar when dealing with businesses/sole traders whose revenue is principally generated from auction sites. Whether goods are drop-shipped or held as stock the goods should be sold at RRP and any tolerances should be passed on by the supplier. If the retailer wishes to ignore this guidance and decides to sell products cheaply via online auction sites then suppliers should address the appropriateness of the retailer. Additionally, having spent a previous career of 15 years in digital marketing I would suggest that the sector invests in building its knowledge base of digital/online tools to enable better-informed decisions when it comes to online trading.

Yes, online auction sites could be a real problem. As I see it, there are two main areas that make life difficult: 1. They make it easy to sell stolen goods. It takes a very long time to co-ordinate official enquiries if goods are listed which don’t appear to be genuine – for example, new saddles listed at half trade price. I have spoken to the police and Horsewatch; sadly the saddles have been sold, so the losers will be the unsuspecting purchasers. We are fortunate not to have been a target for thieves yet; these were new saddles on eBay that a customer had seen. She was asking us why someone would list a new saddle so cheaply! When we looked, we saw several branded saddles listed from a London address. Alarm bells rang and the police are now investigating. Something that became very apparent was that there appears to be no register of stolen tack, as we would have been able to check whether saddles matching these descriptions had been reported as stolen.   2. Manufacturers supplying eBay only shops. We are busy weeding out suppliers who persistently supply eBay shops. We have brought the subject up several times, but they do not appear to be interested, so we have decided to stop dealing with them. Following on from this are manufacturers who unload slow lines onto the auction sites. I have more sympathy with this, as we also use the sites to sell unwanted stock.


Like any good business, revenue does dictate strategy but profit dictates sustainable growth. Why would you want to rely upon auction sites for your future?



Name: Dawn Wagstaff Company name: Totally Tack Limited

Auction sites are a threat, but we use them and sell at the usual prices. By listing stock we have and offering a maximum 48-hour time from order to delivery, we find that we get the business we require and can sell goods at top prices, and therefore keep stock turning over. Many people use auction sites for a guaranteed speed of delivery and by offering this we find we can command the prices we want. Many of the cut-price sellers do not offer the same service.

Name: Sue Paine Company name: Dragonfly Saddlery

Name: A.C. Company name: Withheld

We live in the county with the biggest internet sales, and with so many companies gone out of business and online companies who obviously have bigger buying power allowing them to sell at much reduced prices, we find it very difficult to compete. We can stay open longer but that increases our labour costs – we were expanding before, but now we have had to downsize. We find a number of customers are coming in and trying on product and then shopping for it on the internet; even if we are still the cheapest at that stage, they have to either call or come back in to shop. It’s not so easy for a small company to go on net, but it’s becoming necessary for us and a costly outlay for us to try. Small companies like ours can try joining a buying company – that could help us compete.

Next month’s hot topic will be: “Do you foresee London 2012 and its legacy as having a positive effect on your business?” To join the debate email or Twitter @EBMonthly

October 2011

Equestrian Business Monthly


company profile

Mirrors for Training to the highest standard. The company uses Pilkington optimirror, which is safety backed to British standards, giving a far superior product than you would get with cheap mirrors from the Far East or with distortion prone acrylic mirrors. These all-weather mirrors are substantially framed in galvanised steel, which is also plastic coated, making them robust, durable and designed to last many years.

Strategically placed mirrors in the riding arena are a valuable asset, helping your customers to monitor their horses’ movements and make training sessions more effective, even when the instructor isn’t there. These mirrors allow the rider to see what the judge sees so they can correct what they need to, when they need to. The horse can feel the correction at the right time because the rider is able to see it in real time. The use of mirrors will help the rider to practice good habits, such as proper angles in halfpasses and shoulder-ins, proper seat and leg positions. The more time the rider spends riding correctly the easier it is to repeat in the competition arena. They can improve their accuracy and get better results while saving money on training fees. This really is the way to help your customer and their horse realise their full potential.  

mirrors for training are limitless, identifying in real time inaccuracies in performance and allowing changes to be made immediately before they become habit forming is priceless for both horse and rider. · The ultimate training aid · Boost confidence in the arena · Earn higher points for accuracy · See your positioning and correct

it real time Mirrors for Training has raised the bar with the launch of its new All Weather, Ready to Install, Arena Mirrors – generously sized 8ft x 4ft, with superior reflection and maintenance free, backed and framed in galvanized steel making a wood free construction. The importance of arena mirrors being wood free is simple: wood is a natural product and absorbs moisture, and requires high level of maintenance to combat this, which should be avoided when planning outdoor mirrors. The bottom line is that wood warps and bends; not good for backing mirrors on, as bent wood makes the mirrors appear distorted. Mirrors for Training products are manufactured in the UK

The visual benefits of using 38

October 2011

Equestrian Business Monthly

· Incorporates a special safety film and 15mm cushioner for added impact protection · Excellent resistance to natural atmospheric corrosion · Easy to handle and install · Manufactured to European standard EN1036 · Achieves impact performance EN12600 2(B)2 · Vertical or horizontal mounting options · Suitable for indoor and outdoor arenas · Robust steel frame construction · Maintenance free · Supplied with installation brackets that simplify installation · 12 month guarantee Arena Mirror supplied with installation channels: RRP £330.00 each + VAT Arena Mirror supplied with stand (no posts required): RRP £550.00 + VAT For more information, contact +44 (0)1902 791207, email or visit


EPoS and stock control

A good EPoS system is a vital tool for managing stock levels and organising product orders. Ian Tomlinson, executive chairman at Cybertill, explains more about the benefits to retailers of having an EPoS system in place.

Electronic point of sale (EPoS) systems are critical in helping equestrian retailers manage their stock, orders, customer records and even in managing an e-commerce site. One of the

What is EPoS?

don’t communicate in real time to the retailer’s EPoS stock control system. Meaning that web stock levels are either not available online, which reduces customer confidence, or are simply inaccurate, which allows for sales to be made against stock that has already been sold in store. Modern web-based EPoS solutions, such as Cybertill, have the capability to share stock in real time with the store (or stores) and provide a truly integrated solution. This removes all the above stock issues and allows for a unified customer file as well, so the customer tracking and loyalty systems are also integrated, increasing sales. It is even possible for clients to reserve online and collect at store, again in real time, which increases sales again.

Web-based EPoS systems are easier to manage for an equestrian retailer, as software upgrades and back ups are done for them

It is now becoming the norm for systems to be ‘cross channel’, not just multi-channel, so it is imperative that in-store systems can be truly integrated or many hours of

staff time can be wasted and sales can be affected.

Why is it important?

Costs v savings

Customer management, especially in times of recession, is critical. The role that an EPoS system can play in harnessing client relationships should not

few things that people tend to neglect is that all the money they have invested in their business has to come back through a till or a website. People will have a fantastic display, but then forget about the one thing that is gathering all this information. There are different types of EPoS systems, those that are ‘traditional’, whereby the software is installed on the till, and the more modern EPoS systems whereby the software is hosted on the web (or as techies say, in the ‘cloud’). The webbased EPoS systems are easier to manage for an equestrian retailer, as the software upgrades and data back ups are done for them. What’s more, web-based systems link seamlessly with ecommerce sites. One of the main issues faced by independent equestrian retailers when trading online is their actual stock. They can’t normally afford to ring fence large amounts of valuable stock just for web sales but at the same time the vast majority of separate websites

be underestimated. Simply by logging a customer’s postcode at the point of sale, retailers can track buying behaviour, tailor marketing material and facilitate loyalty schemes. The way the market is, you can either sit on your bum and hope people come through the door or you can get out there and drag people through the door. If you have got a good customer database and you know who buys what and how often they shop with you, it is quite easy to get them to come back in again by enticing them with a reward, a discount or a new range. EPoS systems are no longer just about taking a sale and producing a receipt.

October 2011

EPoS systems help give equestrian retailers greater control of their business, stock, sales, customers and it can manage their e-commerce business if they trade online. EPoS systems are also proven in delivering savings. Simply by scanning a barcode and guaranteeing price accuracy you would normally put 1 to 2% on gross profit immediately, because at the end of the day people forget prices, labels fall off or staff tend to guesstimate things. Systems have got clever now; they understand that if you replenish something then you might replenish it at a different price (than it was before) so it will re-average your margin. It is what we call a weighted cost price averaging solution, allowing you to know exactly what your average margin is so you can look at your pricing. What’s more, many of Cybertill’s clients report an average turnover gain of 10% simply from turning to an EPoS system, while stock holding can be slashed by as much as 30%. Some customers report their stock holding has fallen by 40%, vastly improving their cash flow. For more information please visit Equestrian Business Monthly



If you would like the Secret Surfer to visit your website just send us your details. DESIGN: 7/10

DESIGN: 7/10

Clean, modern design, but doesn’t quite come together. Imagery is great, but the general design could do with a tidy. ‘Facebook’ link on front page appears half off the page, whilst the Royal Warrant, BETA and Pony Club logos are very small – could make more of these.

Busy and colourful design, but it does work visually, although in places could do with a tidy just to neaten it up.

NAVIGATION: 6/10 Fairly easy, using top bar menu. One point – when under ‘Products’ you have only close-up images (some skewed) of the labels to go by when searching – no text. This is confusing and somewhat irritating even though it has visual impact. ‘News’ page not obvious as not in top menu – missed it at first.

NAVIGATION: 6/10 Navigation via two different top bar menus, with additional links in boxes down the left hand side and a couple more along the bottom. Click on ‘Products’ and you get another top bar menu. Perhaps slightly more complicated than it needs to be? There is a sitemap, but the link doesn’t appear to work.

CONTENT: News and media:

CONTENT: News and media:


‘News’ page hard to find, with only two stories which appear to be very old. Surprising.

Company information: 10/10 Very good – under ‘Our history’ is much information which not only describes the company’s history but also more about its manufacturing processes, quality control and research and development. Under ‘Our team’ are the contacts and photos of key members of staff, including the sales team. Good stockist locator.

Product information: 10/10


No news page, although there is an up to date Twitter feed box.

Company information: 3/10 Two paragraphs of ‘About us’ information on the home page. Basic contact information apparent, with separate trade contact form also available. No stockist list apparent.

Product information: 9/10 This is quite comprehensive – imagery could be a bit better however. Extra info includes a good ‘Testimonials’ page, a ‘Healthcare’ page containing some helpful advice, plus more guidance under ‘Equine’, and a ‘Downloads and useful links’ page.

Bar the issue mentioned above, this is also very good. Comprehensive information on each (although no RRPs), with additional link ‘Use and applications’ containing a huge amount of extra information.


October 2011



Equestrian Business Monthly


DESIGN: 3/10

DESIGN: 5/10

Bright but basic! Some of the text is in colours that are hard to read. The font is Comic Sans MS – it might be a personal preference but it’s generally considered a marketing faux pas.

The imagery on the home page is good; however, the design of the site as a whole is less impressive than you might expect.



No menu bar, which makes it harder than it should be to find what you need. Could be much better. Brand logos at bottom of the page might be expected to be click-throughs, but they aren’t. Once inside the site, you have to click through a number of menu options to find any specific products – frustrating, although granted there are a lot of products to show!

Menu is simple and it’s easy to navigate.

CONTENT: News and media:



No news page.

Company information: 1/10

News and media:


No ‘About us’ information. Contact details basic (and hard to read!)

‘Latest news’ links to active Facebook page. E-newsletter available.

Product information: 5/10

Company information: 6/10

Product pages are bright, with lots of imagery. Nothing by way of a sizing guide. Quite a fun page of customer’s photos – pity they don’t enlarge!

‘About us’ contains a few paragraphs and a photo, but there is scope for more. Might be good to add more information on some of the different brands available? Basic contact details only. Good stockist locator however.

Product information: 7/10 All the necessary information present, although could add more, plus maybe some more images. Shame that there are not many customer reviews, as the rating system is a good idea. Good sizing guides both for horse and human clothing, although might be helpful to have links to these from the product pages also.




October 2011


Equestrian Business Monthly


SUPPLIERS DIRECTORY ­­­ bbey Diagnostics A +44 (0)1638 552122

Dodson and Horrell +44 (0)1832 737300

For Riders +44 (0)1865 377853

Horse Source +44 (0)1924 848 438

Measom Freer +44 (0)116 2881588

Spartan Equestrian Products +44 (0)1474 705065

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343

Dog Rocks +44 (0)1628 822 243

Frank Baines Saddler +44 (0)1922 640847


Medco Enterprises +92 524 602961

Animal Health Company Tel - 01787 476400

Agrifence +44 (0)1432 373920

Duralock +44 (0)1608 644988

Friendship Estates +44 (0)1302 700220

Merial Animal Health Ltd +44 (0)1279 775858

Spoga + Gafa +44 (0)208 6818166

E. & E. Corn Supplies (Havens UK) +44 (0)1388 603333

Fresha Tank +44 (0)1733 203077

Natural Animal Feeds +44 (0)800 373106

Spillers +44 (0)1908 222888

My Day Feeds +44 (0)845 6023782

Stable Environment + 44 (0)1422 310483

Nedz Bed +44 (0)1772 877096

Starkie’s +44 (0)116 2592022

Parkgate Equestrian +44 (0)1306 631374

Stockshop Limited +44 (0)1392 460077

Osmonds +44 (0) 1948 668100

Stormsure Ltd +44 (0)1638 570478

PelGar +44 (0)1420 80744 www

Storm waterproofing (UK) Ltd +44 (0)1773 521309

Petlife +44 (0)1284 761131

Taurus Footwear and Leathers Ltd +44 (0)1933 674679

Pfizer Animal Health +44 (0)1304 616161

Tayberry +44 (0)1507 524816

Polly Products +44 (0)1636 636132

The British Horse Society +44 (0)8450 777692

PressPoint +44 (0)1953 851513

Top Paddock +44 (0)1469 563995


Trailer Vision +44 (0)1775 640737

Airowear +44 (0)1434 632816 Amigo Stable Mirrors: +44 (0)1858 432652

Earlswood Supplies +44 (0)8450 171351

Andis Company +1 262 884 2600

Easibed +44 (0)161 370 2360

Andover Healthcare

Eazitools Equestrian +44 (0)1302 746077

Animalife +44 (0)1527 857 920

Eco Comfybed +44 (0)1202 593601

Arctic Fox – Bulls Eye International +44 (0)1923 210646

Emvelo +44 (0)1494 875848

Asmar Equestrian +1 604 601 2028

Equivet +44 (0) 808 1084995

Aubiose (Future Forks) +44 (0)1293 416759

Equestrian Supplies +44 (0)1254 831645

B2B +44 (0)870 7510605 B Jenkinson & Sons Ltd +44 (0)1924 454681 Badminton Horse Feeds +44 (0)1425 658450 Baileys Horse Feeds +44 (0)1371 850247 Battles +44 (0)1522 529206

Equestrian Vision +44 (0)1403 865320 Equi Matters Ltd: +44 (0)1494 721763 Equistro +44 (0)1280 814500 Equetech +44 (0)1296 688966 Equilear + 44 (0)1543 414474

Bling Equestrian

Equilibrium Products +44 (0)1442 879115

Brinicombe Equine +44 (0)8700 606206

Equine America +44 (0)1403 255809

British Horse Feeds +44 (0)1765 680300

Equine Management +44 (0)1825 840002

Brogini +44 (0)1706 514 230

Equisorb: +44 (0)1476 585973

Buffera Ltd +44 (0)1707 852244

ESF Services +44 (0)1600 780051

Cabotswood +44(0)117 9669944

Euro Front International +44 (0)1332 590460

Classic Canes +44 (0)1460 75686

Faulks & Co. +44 (0)1455 848184

Classic Showjumps 0161 765 2010 / 2014

Field Galleries +44 (0) 1932 342055

Clipper Sharp +44 (0)1823 681076

Finest Brands International (Toggi and Champion) +44 (0)113 270 7000

Cox Agri +44 (0)845 600 8081 D&H Animal Husbandry +44 (0)845 270 6691270 2224 Davies & Co +44 (0)1536 513456


Five Star Horse Bedding +44 (0)1732 863116 Fly Away +44 (0)1384 877857

October 2011

Fuller Fillies Ltd +44 (0)1977 625 025 Future Forks (by Aubiose) +44 (0)1293 416759 Fynalite +44 (0)1789 764848 Gabriella Shaw Ceramics +44 (0)1730 821101 Gee Up Equine Laundry +44 (0)1254 822066 Gillman’s +44 (0)1452 509050 www.gillmanscommercialappliances. Girbau UK +44 (0)1462 427780 GollyGaloshes Grays of Shenstone +44 (0)1543 483344 Griffin NuuMed Ltd: +44 (0)1458 210324

Horses with Attitude +44 (0)1274 852139 Horslyx +44(0)16973 32592 Hows Racesafe +44 (0)1536 771051 Hucklesby Associates +44 (0)1362 820235 Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 Innovacyn / Vetericyn Europe +353 91 796896 Intelligent Retail +44 (0)8456 800126 IV Horse +44(0)1888 544261 John Whitaker International +44 (0)1706 340500 KC Sports Ltd +44 (0)1823 681100 www. Keratex +44 (0)1373 827649 Kevin Bacon’s +44 (0)1296 662473 Kingshead +44 (0)1738 580080

Robinson Animal Healthcare +44 (0)1909 735000

Kitt +44 (0)1278 727755

Rockall +44 (0)121 5558334

LaundryStuff +44 (0)1226 717180

Rockies +44 (0)1606 595025

Lets Talk Horses + 44 (0)1953 850678

Rowen Barbary Horse Feeds: +44 (0)1948 880598

LexveT International +44 (0)8003 345856

Rower & Rub +44 (0)1223 969740

Life Data Labs Inc +1 256 3707555

Rugs R Us +44 (0)1695 716262

Likit For orders Westgate EFI +44 (0)1303 872277

Rutland Fencing +44 (0)1572 722558

Lister Shearing +44 (0)1453 544832

Santé Franglais Ltd + 44 (0)1858 464550

Littlemax +44 (0)1668 213467

SCH (Supplies) Ltd +44 (0)1473 328272

LITOVET +44 (0)1452 524012

Sherwood Forest Ltd +44 (0)1159 424265

Westgate Labs +44 (0)1670791994

LS Sales (Farnam) Ltd +44 (0)1608 683855

ShoeSecure +44 (0)1475 54068

Worklite Ltd +44 (0)1279 418052

Horse First Ltd +44 (0)2830 848844

Marie Bridgwater Equestrian PR & Media Consultant +44 (0)7795 416511

Silvermoor +44 (0)1665 602587

Your Gift Horse +44(0)1454 202033

Horsemasters Distribution +44 (0)1462 432596

Maxavita +44 (0)8450 752754

Smart Grooming +44 (0)1823 681076

Zilco +44 (0)1844 338623 www.

Groomers Limited +44 (0)845 230 7997 Gumbies Ltd +44 (0)1258 839100 GWF Nutrition + 44 (0)1225 708482 Harold Moore +44 (0)114 2700513 HARPLEY Equestrian Ltd +44 (0)115 9611537 Haybar +44 (0)1723 882434 Healing Tree UK Ltd + 44 (0)7850 738875 Hickstead Horse Feeds +44 (0)845 0250444 Hilton Herbs Ltd +44 (0)1460 270700 Honeychop Horse Feeds +44 (0)1359 230823 Horsefair +44 (0)1264 811425

Equestrian Business Monthly

Solocomb +44 (0)1235 511358

Trelawne Equine Ltd +44 (0)8442 578585 Tuffa International Footwear +44 (0)1953 880914 Uncle Jimmy’s Brand Products +1 866 965 4669 Unibed +44 (0)1977 796278 V-Bandz +44 (0)8450 956810 Virbac Animal Health +44 (0)1359 243243 VSM Ltd: +44 (0)1664 506746 W F Young, Inc. +001 413 526 9999 Westgate EFI Ltd +44 (0)1303 872277

October 2011  
October 2011  

October issue