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BUSINESS October 2012 Issue 127

Xmas gifts Page 23




Bringing buyers & suppliers together

INSIDE THIS ISSUE 5 NEWS 10 SPOGA REVIEW A summary of the show


Suzanne Wild talks trade

12 WORMING Campaign focus

20 AN OLYMPIC REVIEW A closing comment

23 CHRISTMAS STOCK Products on show

23 ALLERGIES & INTOLERANCES Equine irritations

32 LAUNCH IT New products

32 FIVE MINUTES WITH… B Jenkinson & Sons

34 LET’S TALK PRODUCTS Body protectors

36 On the market

The industry’s finest


Mike Potter gets down to business


ASK THE EXPERT Social media at work


Employment tactics

39 BUSINESS ADVICE Making a name

40 stock take Retailers’ top selling products

41 SECRET SURFER New websites on show




Front cover image:

Editor: Kirsty Whittle

Advertising Sales & Production: Allison Kemp Tel: +44 (0)1953 852946

Design: Philip Wells Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK Tel: +44 (0)1953 850678 Fax: +44 (0)1953 851936 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.

If you have a Smart phone, iPhone or Android phone, all you have to do is download a QR code reader app and scan the barcode and it’ll take you directly to the Equestrian Business Monthly website where you can access the latest news stories, features and products on the market.

Oct 2012 | Equestrian Business Monthly


Comment EDITOR’S

Christmas is coming

On the cover Thanks to Anker and Miya and pony Yogi for being this month’s cover stars. Also, big thanks to the following for submitting items for the cover: Carrots Equestrian, Westgate EFI, Tuffa, Dinky Rugs, Fyna-Lite, Ramblers Clothing.

FORWARD FEATURES November Let’s Talk Products: Shorts boots & half chaps Treats, licks & toys Media guide Innovative products

December Let’s Talk Products: Long boots Winter ailments Horse Equipment Caring for the veteran

The Coca-Cola advert might not have appeared on the TV just yet, but that doesn’t mean that you can forget about your Christmas planning. By the time EBM is in your hands, we will be less than a month away from the official end to British Summer time, which in case you weren’t aware is Sunday 28th October. Come Monday 29th, we will all be grateful for an extra hour in bed, but will not be so happy about the fact that the evenings will once again be dark and gloomy and our horses will be back in heavy, wet rugs. While the winter may not bring much joy to the majority of us, for retailers and manufacturers it is time to make a few extra bucks on Christmas stock. Christmas themed horse treats, hat covers, rugs and saddle

“Hold a Christmas shopping evening and invite customers to enjoy a glass of mulled wine and mince pie as they browse your festive merchandise” cloths should be on order to line the shelves and serve the overjoyed shoppers who – as Christmas creeps closer – will be ready to make impulse purchases galore! Use the festive season as an opportunity to score some business brownie points: Try sending

Let us know what you think!

Why visit the site:

Throughout 2012 we’ve been introducing new features both in the publication and on the website and we want to know what you think. The latest inclusion is the introduction of the QR code. If you have a Smart phone, iPhone or Android phone, all you have to do is download a QR code reader app and scan the barcode and it’ll take you directly to the Equestrian Business Monthly website where you can access the latest news stories, features and products on the market.

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a Christmas card to your database thanking them for their custom and reminding them of any festive offers or gift ideas, plus your opening times over Christmas and New Year. Hold a Christmas shopping evening and invite customers to enjoy a glass of mulled wine and mince pie as they browse your festive merchandise. Give a small ‘present’ with each sale in the weeks before Christmas – perhaps a chocolate or candy cane, pretty horse treat, branded key ring or calendar. Consider a gift-wrapping service for smaller items, or provide gift boxes and bags, wrapping paper, ribbons and cards so that customers can get everything in one go. Create a ‘stocking filler’ display, with plenty of smaller items at lower price points. Our Christmas themed feature showcases a variety of products on offer this year, so turn to page 23 if you need a little inspiration!

Equestrian Business Monthly | Oct 2012


If you have some news you’d like to share email us at : or tweet @EBMonthly

A round-up of the UK’s equestrian trade news

BEVA Award winners announced P

resented by Her Royal Highness The Princess Royal, this year’s awards saw Keith Meldrum CB BVM&S MRCVS DVSM Hon presented with the BEVA Equine Welfare Award, while Clare Scantlebury, PhD researcher at the University of Liverpool received the important BEVA Richard Hartley Clinical Award in recognition of her research on recurrent colic. Dr. Emmanuelle Van Erck, DVM PhD Diplomate ECEIM and PhD an equine internal and sports medicine referral vet practising in Belgium was awarded the BEVA Trust Peter Rossdale Equine Veterinary Journal (EVJ) Open Award for her paper “Dynamic respiratory videoendoscopy in ridden sport horses: Effect of head flexion, riding and airway

inflammation in 129 cases”. Elizabeth Hurd, who has just graduated from Cambridge, received the BEVA Trust Queen Mother Award for her report on her four-week large animal externship at the New Bolton Centre, University of Pennsylvania, USA, while Tinne Verheyen, of the faculty of large animal internal medicine at the University of Ghent, was presented with The Voorjaarsdagen and BEVA Awards for her paper “Extreme tachycardia and QRS broadening during exercise in horses with atrial fibrillation.” Finally Dr Alexander Rabitsch, a practising vet in Austria, was the first recipient of the BEVA Trust / FVE Equine Transport Enforcement Award.

The Awards reflect BEVA’s recognition of and support for members’ outstanding veterinary achievements. For further information on the BEVA Awards and to find out more about the winners visit The conference also saw the launch of a forum for Working Equids. BEVA, in conjunction with the American Association of Equine Practitioners (AAEP) and leading equine welfare charities launched the online forum, which went live on 13th September, to help share information between those involved with the health and welfare of working equids. “By sharing ideas, research, news and experience we believe that even more can be done to improve

the health and welfare of working equids,” says BEVA past president Deidre Carson. “In some instances this may result in more joint initiatives, for improved efficiency and smarter delivery. In every case our primary intention is that IFWE should help to provide the best possible care for the working horses, donkeys and mules that need our support.” The forum is funded equally by The BEVA Trust, AAEP Foundation, The Brooke, The Donkey Sanctuary, SPANA and World Horse Welfare. It is administered by BEVA and AAEP neither of whom directly fund research or field projects dealing with working equids. The International Forum for Working Equids (IFWE)

Over 70,000 attend Blenheim

Tip top training



he Fidelity Blenheim International Horse Trials recorded one of its busiest ever events with over 70,000 people attending and enjoying the sport in the sunshine. Thanks to a sea of cancellations throughout the season due to adverse weather, the success of

Blenheim was much needed. “I am not sure whether it was the weather, the post Olympic ‘halo’ effect, the fact that (with many earlier events cancelled) people are missing their eventing ‘fix’, or the extra efforts we have put into marketing the event,” says event director Mandy Hervieu,

“but we are delighted to have welcomed so many peoplelots of old familiar faces and lots of new ones too. Everyone seemed to have a lovely time and we have once again been overwhelmed with masses of thank you letters, emails and cards. It makes all the hard work worthwhile!” Riders were unanimous in their praise for the new course and improved ground work undertaken by course builders D.E.R.T and designed by Eric Winter. Many commented on how beautifully built it was and how it presented challenges every step of the way and was a true three star test. William Fox Pitt won the three-day event on Seacookie, making this his 50th three-day event win.

field sales training day tailored to the equestrian trade is being run by Wild Weasel Training. It is aimed at new reps and agents who would like to gain some effective sales skills, existing reps/agents who would like to brush up on their skills in these challenging times and people in the wider trade who would like to become reps and would like an insight into the skills involved. It will take place at Gatwick on 24th October 2012 and the cost will be £150 per person including lunch and course materials. It is being run by Mike Potter, well known both for his column in these pages and for his training and consultancy work with many of the largest equestrian retailers and suppliers. Abigail Shepherd at Wild Weasel Training can be contacted on: or 01323 400402.

Oct 2012 | Equestrian Business Monthly



Merial webinar M erial’s webinar: A ‘practical guide to strategic worming of horses’ will offer SQPs the chance to win 12 CDP points. SQPs will benefit from an in depth AMTRA accredited training seminar from the comfort of home. The one-hour webinar will be delivered by Hannah Lester of the Moredun Research Institute, Edinburgh, and will

be followed by a 30 minute question and answer session. This will be followed by a 15 minute presentation by Louise Radford MRCVS, the Smart worming marketing manager at Merial Equine Health who will demonstrate the tools they can provide to help educate horse owners and drive business. With emphasis on ‘bestpractice’, Hannah will

Science Supplements partners with Purina Animal Nutrition


he 100-year-old American animal feed business will carry a line of Science Supplements’ products. To ensure efficacy, safety and quality, both Science Supplements and Purina Animal Nutrition have stringent standards for research and development, quality control and testing. “This relationship is forging new inroads to the U.S.

supplement market and is not only about supply of product but about joint development and education,” says Dr. David Marlin, managing director of Science Supplements. “The end goal is to provide products that address real problems, backed up by extensive research and development.” With more than 100 years of experience in the equine feed business, Purina Animal

explain how overuse and inappropriate use of wormers increases the likelihood of the development and spread of resistance. She will discuss the use of targeted dosing and include pasture management and an understanding of the concept of refugia to promote ‘dilution’ of resistant parasites. The webinar will take place on Thursday 11th October at 19:30pm and can be accessed at:

Nutrition offers one of the most robust portfolios of feed products in the United States. “Purina Animal Nutrition is excited to be partnering with a company whose research and development standards match our own so closely,” said David Hoogmoed, executive vice president and chief operating officer, feed, Purina Animal Nutrition. “This partnership is a fantastic extension of our dedication to developing superior solutions for equine nutrition.” As the partnership develops, products will be made available to U.S. horse owners in the near future.

KBF99 in Lord Stafford Awards Final


BF99 has been awarded a place in the Lord Stafford Awards Final, following recognition of the pioneering research carried out in collaboration with Coventry University. The research was headed by Dr Stephen Coupe from the management team of Coventry University Microbiological Consultancy (CUMC). The


KBF99 additive, which is incorporated in grooming and stable equipment, effectively killed 99% of the bacteria test culture (Strangles, Ringworm and E.Coli). “It is an honour to be able to share such ground-breaking developments with the panel of expert judges and to be considered for an award,” says Peter Wilkes of KBF99.

Equestrian Business Monthly | Oct 2012

“We will receive a visit from the judges in the next few weeks so we can present a more in depth account of the research and then we will be attending the Awards Ceremony in November.” The Lord Stafford Awards were developed in 1997 to recognise and encourage the development of collaborative relationships between businesses and universities.

Trade access to picture library Horse&Rider and PONY Magazine have launched a new photo library. The team can discuss requirements and supply users with a selection of images. Launched specially for companies from the equestrian industry, the service is a costeffective way to gain images. Users will only be charged for the images that they use. To find out more contact:

Classic Dressage offers Veredus news in BRIEF products on trial New category at BETA

BETA International is set to welcome a new category to the Innovation Awards at its 2013 trade fair – Country Fashion. The move is a direct response to the increasing number of exhibitors in this sector and part of an initiative to ensure that these prestigious industry accolades continue to celebrate and reward all industries represented at the show. The Country Fashion category will join seven others: Saddlery & Tack, Rider Clothing, Safety & Security, Feed & Supplements, Horsecare Products & Equipment, Pet Products and Other. All entries are considered by a panel of judges, each an expert in their own field.

Winter Likits

Likit Products have added three new winter flavours to the range of Likit and Little Likit refills. Candy Cane, Cinnamon and Gingerbread will be available to the trade in cases of single or mixed flavours.

YHL accreditation

Press accreditation is now open for Your Horse Live. The event, which is taking place between 10-11 November at Stoneleigh Park, Warwickshire will play host to Great Britain’s Olympic medallists, while offering unrivalled shopping, celebrities and incredible demonstrations from a range of equine disciplines. For press passes contact: before Friday 19th October.


lassic Dressage is now offering horse owners the option to trial products from Veredus’ magnetic range. The company recently decided to give horse owners the chance to try them out for themselves – for one month – without the obligation of committing to a purchase for life. It also offers horse owners whose horses have suffered a little knock that warrants a couple of weeks’ therapy, the option to take advantage of the technologies without paying the substantial prices. “We recognise that the Veredus collection of magnetic products would be

a significant investment to horse owners,” says Classic Dressage’s co-owner Julia Hornig. “We are so confident in their properties and performance and we hope our new loan option will allow more horses to benefit from them.” In order to gain access to this offer, owners must buy

the item. After a month, if owners are unsatisfied, they must wash the products by hand at 30 degrees with a non-biological detergent and return them to Classic Dressage. Customers will receive their money back minus the ‘trial fee’, which ranges from £30-£100.

Changes to MuckBoot UK distribution The MuckBoot brand, owned by Honeywell Safety Products, will continued to be distributed under Worklite until stock ceases. Ion, the company that founded the MuckBoot brand outside the USA, created and produced a bespoke range of branded products over the last twelve years. The boots met EU legal requirements for occupational safety and casual footwear, with sales passing $9m in 2011. The MuckBoot brand was purchased by Honeywell in 2009 and has since undergone massive cost reduction exercises culminating last autumn with wholesale culling of their distributors in the USA. Worklite has over £2m in stock and will continue to supply well into 2013 and honour all claims under warranty. Following a recent announcement, Belstane will take on UK and Irish distribution. Oct 2012 | Equestrian Business Monthly



Saddle Research Trust seeks fundraiser


he Saddle Research Trust (SRT) is urgently seeking an honorary fundraiser to help progress some new scientific research on the influence of the saddle on the welfare and performance of horses and riders. The Saddle Research Trust is a charitable organisation, aiming to provide support and advice, both to the horse owning public and to industry professionals. Its board of trustees and advisory committee includes leading veterinary professionals, physiotherapists,

saddlers, riders and trainers. Sue Dyson, head of clinical orthopaedics at the Animal Health Trust and a member of the advisory committee of the SRT, explains: “Back and saddle problems are major factors associated with loss of performance and lameness and have serious welfare implications. Through scientific research on the interaction of the saddle with the horse and rider, the SRT aims to provide new information, support and advice to the horse owning public and to industry

professionals to improve the health and performance of both horse and rider.” Anne Bondi, director of the Saddle Research Trust continues: “We have a series of important scientific projects in the pipeline, working in collaboration with the Animal Health Trust and the Royal Veterinary College, to explore the relationships between back shape, saddle fit, back movement and performance of the horse and rider. With the assistance of an enthusiastic and experienced volunteer

fundraiser we hope to be able to secure the financial support we need to pursue these projects.” If you have a passion for horses and a good working knowledge of fundraising and wish to be involved with making a real and long-term difference to the welfare and performance of riding horses globally the SRT would be delighted to hear from you. Contact Anne Bondi on: 07775 912202 or email

Supreme Products to join Innovative Business Growth Programme


upreme Products is celebrating after being selected to join a new Government Business Initiative. GrowthAccelerator is a service provided by the country’s leading business growth specialists, known for delivering uniquely tailored support to high-flying

businesses. A partnership between private enterprise and government, GrowthAccelerator is a new and unique development between the country’s proven experts in business growth and the Government’s Department for Business, Innovation and Skills. “We are very keen to grow Supreme Products significantly

over the next couple of years and with the expertise and professional skills available through GrowthAccelerator we are very excited about the future,” says Sarah Turnbull of Supreme Products. The GrowthAccelerator service incorporates business development coaching, innovation, plus leadership

CONSUMER CORNER Redwings adopts a cat Redwings Horse Sanctuary is used to taking four legged friends, however this one is a little different. Alfie is a three-year-old grey and white cat that has taken refuge at the sanctuary in Norfolk. Abandoned at a Blue Cross centre in Thirsk, North Yorkshire, Alfie had trouble settling into a domestic lifestyle, becoming frustrated and unhappy. Knowing that an outdoor lifestyle was needed for Alfie, staff were delighted to discover that Redwings were searching for a cat for the centre. “We have been having terrible trouble with mice, they have been eating the horses’ stored feed and it’s been costing the charity a fortune as they get through it at such an alarming


Equestrian Business Monthly | Oct 2012

rate,” says Redwings equine centre manager Lisa Cornish. “It got to the point that we knew we had to do something about it and a cat seemed the perfect answer. When I met Alfie I knew he would be perfect. He is so friendly and affectionate, but he’s a great hunter too!” Making friends with the 300 rescued horses and ponies that live at Redwings, Alfie has settled well. “I think it’s fantastic when charities can work together to improve the life of any animal and this is the perfect example of benefiting everyone involved,” says Blue Cross Centre manager Andrew Gillon.

and team and management development. Together with specialist local partners and a vast national pool of expert coaches GrowthAccelerator selects small and medium sized businesses in England with real potential for growth – and helps them to achieve their ambitions.

Liven up your sales with

Jilly Cooper backs slaughter campaign Bestselling author Jilly Cooper is backing the World Horse Welfare’s (WHW) campaign, which is calling for the European Commission to introduce a short, maximum journey limit for slaughter horses. Jilly is asking members of the public to write to their MEPs before an important vote this autumn. Each year, 65,000 horses are driven vast distances across Europe to slaughter. “World Horse Welfare is doing a wonderful thing in campaigning against the cruel long-distance transportation of horses across Europe to slaughter,” says Jilly. “It breaks my heart to think of the indiscriminate suffering inflicted on horses, ponies and donkeys every day. That’s why I give my whole-hearted support to World Horse Welfare’s campaign and urge

other people to do so as well. These long tortuous journeys are completely unnecessary as there are many licensed slaughterhouses across Europe that could take the horses earlier. World Horse Welfare wants to see a short, finite journey limit introduced, ensuring that no horses destined for slaughter or further fattening can be transported for more than 9-12 hours. This time limit is supported by scientific evidence that shows horses are likely to suffer when travelled any longer and that transporting horses long distances across Europe to slaughter causes significant and unnecessary welfare problems. An important vote focusing on the EU Transport Regulation was scheduled to take place in late September.

John McGowan passes away


n Friday 14th September, John McGowan sadly passed away aged 67. Kath Harpley from Harpley Equestrian, remembers John’s life. John started his career in the textile industry and together with his brother Peter McGowan, they started a company in the late 1960s, originally making men’s clothing. They later acquired the Aerborn Equestrian name and rights to make products, from the well known swimming costume brand, Speedo. The original product which came from Speedo was the cotton mesh, Anti-Sweat Sheet and many thousands of these were made and exported all over the world. The product range expanded to many other textile horse

garments. John, forever the innovator will perhaps be best known for bringing to the equestrian market, the Cushion-Web range of head collars and girths. The Aerborn name and stock was sold in 2009 and the manufacturing closed on Sneinton Dale. This was with much sadness as all the employees, many of them with over 10 years of service, had enjoyed working for John and being part of such a happy and busy team. John was a very social person happy to share his knowledge and enjoying the lighter side of life. He always had a crowd around him and would be the first to tell a joke. He leaves behind his wife Lorraine who also worked within the equestrian industry and his son Ben.

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To breathe some life into your sales; National contact Allison Kemp on 01953 852946 or email Regional contact (Norfolk, Suffolk, Essex & Cambridgeshire) Sally Hornsy Tel: 07971 085451

Oct 2012 | Equestrian Business Monthly


Spoga review International Trading B.V., rounds off the positive conclusion of the group of selected exhibitors: “The quality of the visitors was very high,” he says. “We talked to the decision-makers, the owners placing the orders. The level of internationality was very satisfying as well. Our customers came from Austria, Switzerland, Belgium, the Netherlands, Spain, France, the Czech Republic, Romania or Scandinavia and also from the USA.”

Innovation Awards



Once again, Spoga has proved its international status, attracting exhibitors and visitors from around the world. Equestrian Business Monthly sums up the event. Global reach A large number of international visitors and well-attended exhibition stands created a good atmosphere through to Tuesday. A total of 392 companies from 29 countries presented their innovations and new products at Spoga Horse autumn, with 76 percent of the exhibitors coming from abroad. Traditionally, Spoga Horse autumn takes places parallel to the gardening and leisure fair Spoga+gafa. This year, between 2nd-4th September, the fairs attracted a total of 36,300 trade visitors to the exhibition centre in Cologne. Regarding trade visitors, Spoga also achieved a high level of internationality, with 58 percent of the visitors coming from 103 foreign countries. “This year, Spoga Horse has again confirmed its position as an international order platform,” says Katharina C. Hamma, chief operating officer at Koelnmesse GmbH. “The high quality of products and proportion of trade visitors with decisionmaking authority make Spoga


Horse the number one meeting place for the industry.” Spoga Horse depicts the equestrian sports market as a whole and presents a product range both broad and deep. The most important product areas include apparel, saddlery and equipment. After Germany; China, France, Great Britain, Italy, India and the Netherlands were the best-represented countries this year.

Satisfied customers According to a visitor survey around 80 percent were satisfied or very satisfied with the outcome of their visit. 89 percent said they would certainly or probably recommend visiting the fair to a close business associate. The high level of internationality and the presence of almost all important key accounts and decision-makers in addition had a positive effect on the exhibitors’ moods. The Federal Association of the German Sporting Goods

Equestrian Business Monthly | Oct 2012

Industry (BSI), conceptual sponsor of Spoga Horse, was also satisfied with the development of the German equestrian sports industry. “We have come to a positive conclusion for this year’s Spoga Horse autumn,” says Tilman Meyer zu Erpen, BSI vice president. “The great demand for products of a high quality confirms for us that the equestrian sport continues to be in line with the trend. The high proportion of international trade visitors is a positive signal for us as the export markets are gaining further significance.” Brigitte Schulte, equestrian sports sales manager, Herm. Sprenger GmbH, also appreciated the positive course of the fair: “Spoga Horse autumn started with a very well-attended Sunday,” she says. “The trade professionals visiting our stand were very international, more than half the visitors were from abroad. Apart from some big and important customers from different countries we were also able to record several new requests.” Dennis Jansen, CEO at Harry’s Horse - Jansen

For the 12th time now the trade magazine Equitrends and Koelnmesse entered the race with the presentation of the Spoga Horse Innovation Award. Even before the fair, the award had already beaten all records, with the organisers recording 68 applications, more than ever before. For the three categories: Horse, Rider and Stable, the panel had to nominate five trendsetters each. Every day at 12 o’ clock, the 15 nominees presented their ‘New products in 100 seconds’. The votes cast by the visitors during the fair also constituted one third of the final result. In the end it was EQUIscan with the EquiScan Online Platform that claimed the Horse category. Komperdell Sportartikel set new trends with the Protection Vest Cross Light in the Rider section while Waldhausen won the Stable category by a length with the safety lead-rope fastener DAVIS.

Looking ahead The year ahead looks to see items that benefit the rider. Jackets, gilets, underpants and a horse rug, all of them equipped with heating elements will provide equestrians with a pleasant warm feeling at the very thought of winter. Breeches made from a waterproof fabric are another product that applies technology for coping with bad weather. Technologically perfected stirrups provide for a safe grip of the foot. Due to a twisted loop the stirrups rotate into the ideal position, or feature double springs that make it easier to mount the horse and have a shock-absorbing effect during show-jumping. To make sure that both partners find the equestrian sport enjoyable,

Suzanne Wild is Designer and Managing Director at Fuller Fillies.

Wild Side Walk on the


innovative saddles endeavour to provide the rider with a comfortable position and seat and to ensure that the horse can move freely.

Spoga in figures Spoga Horse autumn 2012: 392 – Spoga horse autumn 2011: 376 Companies from 29 countries in 2012 and 30 in 2011 attended, with 76 percent from abroad this year and a slightly higher 78 percent last year. Among them were 2012: 88/2011: 80 exhibitors and 2012: 6/2011: 4 additional companies from Germany as well as 2012: 282/2011:279 exhibitors and 2012:16/2011:13 additional companies from abroad. Including estimations for the last day of the fair, Spoga Horse autumn and Spoga+gafa 2012 counted 36,300 visitors from 103 countries, compared with 36,300 from 111 last year. Trade visitors from abroad accounted for 58% this year and 59% in 2011.

All numbers have been calculated according to the guidelines of the Society for Voluntary Control of Fair and Exhibition Statistics (FKM).

Inside view “We didn’t go to Spoga in 2011, however we attended both the spring and autumn 2012 shows,” says Anita Watson, Horslyx export manager. “In comparison to the spring event we found the autumn show to be a lot busier and in fact doubled our contacts and export leads. There was definitely a higher international presence with more enquiries coming from outside of Germany. The show was continually busy, particularly on the Sunday and Monday.”

The next Spoga Horse spring, International Trade Fair will take place from 3rd to 5th February 2013. For more information visit

nline shopping has never been more popular; every time I hear the doom and gloom related to the decline of the ‘high street’ it is immediately countered by the cheery message that internet shopping has enjoyed another rise in its fortunes. Love it or loath it, the internet is here to stay and shopping via it is now commonplace. One upon a time I would have told you that I didn’t like to shop online; I didn’t trust that what I ordered would be what I received and I still yearned to touch and feel the product I was buying before I made my purchase however; across recent years this old dog has been shown a few new tricks – I have bought everything online from my iPad and iPhone with high-ticket prices, down to the various widgets and gizmos that link into them and allow me to be ‘fully integrated’. It’s not merely that I am Queen Apple-Tart; my newfound spending power is liberally spread across perfumery, clothing, household goods and even food. Of course, what happens on the high street eventually filters down to our relaxed little world and I have seen an exponential rise in the number of new ‘online only tack stores’ approaching Fuller Fillies for an account; because FF grew out of one of those online only businesses (without whose statistics and ability to gather information FF would have never have gotten past the starting post), we have always had a progressive attitude to them and quickly recognised the difference between the one-man-band operating with just a telephone and PC set up under the stairs, and those with storage facilities for stock-holding, who promoted their sites well and our brand along with it.

BETA members may be aware that they frown heavily on online-only retailers and would have their manufacturer/distributor members reject their approaches without question (although they will happily take their money for membership), but to me this is closely aligned with the belief that if we close our eyes and can’t see the monster it will go away! We need to embrace the monster – study to understand it, learn from it and work with it. At the same time however, those operating ecommerce sites need to work with the Industry because whilst ever they are seen as a monster the chances are the traditionalists will do everything they can to slay them and in an ‘old boys network’ like the British equestrian industry there are plenty of assassins. As a rebel, I personally hate rules; but I recognise that they offer a framework by which we can all live so, maybe instead of rejecting what we don’t like or understand we should look at each approach on it’s own merits: Is this a proper business with a proper business bank account? Are they prepared to hold good stocks to meet their consumer demand? Does their website show they are prepared to support your brand by maintaining proper RRPs? Do they incorporate fair and legally compliant procedures within their Terms of Business? And finally – and this is the key: Will their marketing plan support your own growth? Maybe when you have done that you might want to consider applying these same rules to your more traditional retailers because not all of them are heroes either! The future, just as in the past, will incorporate the traditional working alongside the new; if we can learn to do that maybe we will all live happily ever after.

Oct 2012 | Equestrian Business Monthly


Winter Worming

A united


It can be argued that worming manufacturers are not promoting the resistance issue enough, with a large portion of horse owners still adhering to dated worming methods. Equestrian Business Monthly investigates whether the message being generated is the message being received.  lanning p the campaign

Thousands of pounds a year are spent on creating marketing campaigns, with lots of research taking place behind closed doors. “Lengthy planning and meticulous research go into ensuring that the campaign delivers exactly what owners and retailers need for a balanced, modern and thorough approach to worm control,” says Paul Blanc from Pfizer Animal Health. Other companies such as Merial Animal Health echo this view and explains that the campaigns have adapted over time as the message has evolved. “In light of potential worm resistance developing to existing licensed products available for use in the UK to worm horses with, strategies have evolved to encourage best practice among the horse owning public,” says Louise Radford from Merial. “Like any marketing campaign, there

“We all have a responsibility to use the currently available drugs responsibly to conserve their efficacy to the best of our ability” is a lot of thought and planning in order to promote relevant activity and promotions to all stakeholders, such as animal health advisers and horse owners at the correct and relevant time.” Tom Blacklock from Virbac Animal Health agrees. “It is essential that horse owners are able to access unbiased educational information that will help them to understand the


reasoning behind strategic and correct worming practices and to use the available drugs correctly,” he says. “Building trusted partnerships is an important part of any campaign, be that of the retailer and wholesaler, the advice given by an SQP to a horse owner or that between a horse and rider.”

 preading S the word The dangers of worms are common knowledge among industry professionals and horse owners alike. Many owners believe that incorrect or insufficient worming will lead to the death or injury of their horse and so are often stringent when it comes to regular worming. While to those outside of the industry this may seem very responsible and a positive thing; for those working in or around the worming sector it is something short of a nightmare. Due to regular worming over prolonged periods, worms have become resilient to the chemicals used in equine wormers. This resilience has made some products almost ineffective; so the message that should be clear to all horse owners is ‘do not worm your horse unless you have carried out a faecal worm egg count and are sure that the horse is carrying an unacceptable level of worms’. However, the reality is that many owners simply don’t understand or are still not being educated correctly. Worming product manufacturers aim to educate the industry and support the above message, however, the confusion lies in whether these campaigns are actively promoting the same message. Pfizer’s campaign, possibly

Equestrian Business Monthly | Oct 2012

recognised from its adverts, which feature a horse’s muzzle heading towards some lush grass, clearly displays the company’s message and ideals across the centre of the page, complete with icons. Interestingly one of its four key elements is ‘test’, with a microscope symbol indicting a worm egg count. “The campaign explains why horse owners should practice sustainable worm control and highlights the fact that a good worming protocol is about more than just worming,” says Paul. “It emphasises the importance of using wormers responsibly, explaining that if they are used too frequently or unnecessarily their effectiveness in controlling parasites could be reduced. Through the logical themes of manage, test, plan and dose, the campaign explains which parasites need controlling and why; how to manage the worm challenge on the pasture; the importance of regular tests to assess worm burdens; how to plan an optimum worm control programme by assessing the horse’s history and regime and how to dose with the right wormer at the right time. “The campaign makes it easier for horse owners to understand the modern principles of worm control. It includes a practical worming booklet for horse owners, a technical guide for advisors, a clear and logical website and a clever prescribing aid for SQPs to make it easier for them to give accurate, on-the-spot advice to customers on the best method of worm control for their horses.” Virbac Animal Health’s campaign, which currently features Ellen Whittaker and the slogan ‘a trusted partnership’, is equally portraying the message of sensible

worming. “Virbac Animal Health’s core beliefs of commitment to responsible worming and education has, for many years, led the field in providing education and training,” says Tom. “The 3D approach to worming is designed to promote correct and strategic worming practices to horse and pony owners, who through their SQP and information gained from leading equestrian journals are able to access the pool of information at their disposal. To implement the 3D Approach to worming we need to reassess our attitudes towards parasite control. Resistance is not an isolated issue which is only relevant to specific yards. By the very nature of how we interact with horses we tend to move them from one yard to another, potentially spreading resistant parasites. We all have a responsibility to use the currently available drugs responsibly to conserve their efficacy to the best of our ability. The 3D Worming programme offers an in depth but easy to understand and informative educational framework on which to build sustainable worming programmes for the benefit of the entire equine community.” While again, the message seems to be the same, it’s interesting to note that the advert has no mention of the 3d

“We want to encourage correct worming principals in order to preserve the efficacy of the main actives currently available in the UK market” worming ideals themselves, but is working on the premise that like

Winter Worming

Ellen and her horse, the brand can be trusted to keep horses healthy. Merial Animal Health, the company that adopts the ‘SMART rules’ opts for a hand drawn look, with clear reference to the ‘rules’. “We want to encourage correct worming principals in order to preserve the efficacy of the main actives currently available in the UK market,” says Louise.

Consumer views It can be easy for people within the industry to forget that owners and therefore customers may be new to worming and still need to understand the basics, in the easiest and quickest way possible. Having heard from the worming companies, we spoke to horse owners from around the country to find out why they use certain brands, whether they understand the information being provided by companies and what factors influence their choices. Here are some of the comments that we received. “I always use Equest or Equest Pramox, mostly because it’s the one that all the yards I have been on have used so now that I do my own worming programme I tend to stick with that,” says Briony Phillips from Kent. “I usually understand the information provided but some companies differ with the spring time worming so that’s when it


gets confusing for me! I would definitely be more inclined to use a wormer if the website had useful info on though.” Natalie Andrews Sizer from Surrey says: “I have two horses, one is wormed by the yard manager on a worming programme and the other I worm myself. I consult online worming planners and order online, sometimes I order a cheaper wormer with the same active ingredient. I also buy at the recommendation of my feed merchant. I understand the information from the worming companies, but am more influenced by the opinion of someone else when choosing a wormer.” Simplicity seems to be a key factor, with many choosing a

we sell at work as well and if in doubt we advise Equest Pramox to cover everything! Shame it only doses 575kg though!” It seems that despite worming companies attempting to spread a similar message that wormers should be use sparingly, some customers are still either not listening or simply don’t understand. Interestingly, further North of the country, owners seemed to be more aware of the problems with over worming, which again begs the question: Are customers being educated correctly? “When I need to use a wormer, if an egg count has come back high, (over 200) I usually use Equest,” says Sally Hornsey from Norfolk. For tapeworm and redworm,

“The Equest products come with easy to understand explanations of why we worm and what needs to be treated when, and that’s the one I recommend most often…” specific brand due to the ease of understanding. “I always use Equest and Equest Pramox on rotation as it’s effective and simple and you know that you will be covered for all the necessary worms for that time of year,” says Jo Hetherington from Kent. Daisy Hindle also from Kent says: “I always use Equest wormers too! It’s the most popular wormer

Equestrian Business Monthly | Oct 2012

I use Equitape or Panacur 5 day guard. These wormers at the moment seem to be of the very few that worms don’t have resistance.” Sally continues: “It can be very confusing, whereas doing a worm count three times a year offers a clear and concise answer and solution.” Gemma Tattle from Hertfordshire also opts for worm counts before a chemical wormer. “I try to use worm egg counts rather than wormers so I find that most summers I don’t need to worm. In autumn I’ll worm for tapeworm with something like Eqvalan Duo and then in winter I’ll use Equest to dose for encysted small redworm. Equest is one of the few that treat encysted small redworm and I’m particularly worried about that. I like to use Eqvalan Duo for tapeworm as it has a different active ingredient. “I have set up an online plan but sometimes forget to update it. It is helpful to look back and see when I last worm counted or wormed if I’ve forgotten though. I’ve only got one horse so it’s not that crucial to have it in an online planner but the email alerts do at least remind me to think about the next count or treatment.” Gemma goes on to explain her understanding of the information being provided by companies. “I find it quite simple to worm egg count every ten weeks and for the last two years it’s come back as

very low as I poo pick regularly. I understand about resistance and that’s why I rotate chemicals and worm count, but I do feel like the constant bombardment of the message from the worming companies is confusing. I know that some wormers have more resistance than others but I think it’s more important for everyone to worm less frequently and more effectively than worrying about which chemicals work better than others. Sometimes I think there is too much detail and it scares everyone. I know that some people want to know the science behind it, but I think most people are better off with a simple plan and message that doesn’t go into too much behind the scenes detail, but just provides the basic info needed for better worming.”

P  rofessional advice Customers wishing to buy wormers may only do so through a Suitably Qualified Person (SQP). The SQP will have undergone sufficient training and will continue to gain points at Continuing Professional Development (CPD) seminars where they will be advised on new information from the relevant worming manufacturers. Different brands will hold different seminars and equally carry out their advertising messages how they see fit, with some becoming more favoured than others. “I tend to favour Equest and Equest Pramox as the brand is easy for customers to understand and Pramox is the only one that kills encysted red worms in one dose,” says Lorraine Adcock, an SQP at Baverstock Country Supplies. “The rep is brilliant and so helpful so it makes me feel as if I have back up should a customer ask me something that I’m not sure of – so that always helps. The company as a whole is really good and provides us with lots of point of sale material. I think in the past they’ve had special promotions where customers can receive a free weight tape by sending off a coupon too. Although Virbac are equally good when it comes to effective advertising and sales material, it’s the Pfizer rep that really makes a difference to me.” As well as SQPs, vets are also legally allowed to distribute wormers and advise on suitable plans. Camilla Jamieson, a vet at Lingfield Equine Vets in Surrey

Winter Worming

favours Equest and Equest Pramox. “They make a really well explained, easy to use worming programme that you can buy in a yearly pack, which I recommend to anyone that isn’t using an ‘intelligent worming’ programme as it is really simple, effective, cost effective and I know as a vet that all the basic requirements of a good anthelmintic regime are covered,” she says. “The Equest products come with easy to understand explanations of why we worm and what needs to be treated when, and that’s the one I recommend most often for any horse in a high risk category or not joining our practice Intelligent Worming Programme and not using FWEC assessment to choose the most appropriate worming strategy.” Tom Hume, a vet at Westover Veterinary Centre in Norfolk believes that it is “difficult” for wormer manufacturers to work together as they are in competition with each other, but believes that they are doing a “good job” educating the industry. “I would say that they are pretty good at spreading the same message about responsible worming and checking faecal egg counts,” he says. “We are really promoting post worming faecal egg counts now and do a lot of them (>1000 a summer). The vast majority of horses don’t need worming at all throughout


the summer, particularly if the owners poo pick. “In terms of which is easiest to sell I think they are all pretty similar. The individual designs of formulations have their pros and cons. I think that one brand has enough in a tube for a 750kg horse, which is good to

avoid under dosing of heavier horses. This little difference sets it apart from the others, but I have confidence in most of the major wormers.”

Resistance problems Apart from worm eggs counts,

another way to tackle resistance is to ensure correct dosing. Under-dosing can make worms more resistant so it is vital that customers know the body weight of their horses in order to correctly administer the dosage. One problem that frequently comes across is that horses

EASY PEASY Gillian Booth from Westgate Labs explains how easy it is for retailers and vets to get their hands on egg count kits. 1.How do you provide worm egg kits to both vets and tack shops? Do they contain the same information? We provide commercial worm egg kits in two different forms. Firstly the pouched kits are designed to be attractive and eye catching when displayed in the shop. The shiny pouches, available as single or double test packs are a development from our original boxed kits and take up less space on the shelf. They can also be hung on a handy display strip which we can supply. Each pack contains a mini brochure full of information and advice, backed up with a personal

Equestrian Business Monthly | Oct 2012

worming advice service from Westgate’s experienced SQP’s. We also provide a popular, tailor made service for vets and tack shops to enable them to offer full worming programmes to their customers, with all worm count results returned direct to vet or the shop SQP instead of the customer. 2.How has packaging of the worm egg counts been developed? We provide customised paperwork and information designed with the business logo of each shop or practice. Once the shop or vet practice have the results they are able to talk to and

sell their customer suitable worming products or advise on the best interval between worm counts, taking into account all the relevant horse details. 3.What message/s are you trying to portray to customers? Our main message is the same as that of the British Veterinary Association (BVA) ‘Think twice before using/prescribing wormers’. We want to encourage customers to look at good worm control as starting with a base of regular worm counts, only adding in the most suitable worming products as necessary.

Winter Worming

TYPES OF WORMER Not only are wormers known by a variety of brand names, but their active ingredients, even if different, may belong to the same group. Trade names may change and new wormers are constantly being marketed, so it is helpful for retailers to know what they’re dealing with. The active ingredients in wormers can be divided into four different chemical groups: macrocyclic lactones (ivermectin and moxidectin), benzimidazoles (fenbendazole and mebendazole), pyrantel embonates and praziquantel. Macrocyclic lactones treat bots, small redworms, large redworms and lungworms. Benzimidazoles treat roundworms, large redworms and small redworms. Pyrantel embonates treat large roundworms, large redworms, small redworms,

do not like to be wormed and therefore spit out the product. This affects the dosage and could mean that the horse has not had the correct amount of product. To tackle this problem, wormer manufacturers have come up with a tablet form of wormers, which can be fed like treats to the horse. Palatable, clean and easy to administer, these have changed the way many people worm their horses, however, some horses are fussy and will not readily eat these either! Another way

to ensure correct dosage is by using a special ‘worming bit’. These ingenious contraptions fit on the horse’s head and through the mouth, guiding the syringe to the back of the tongue so that the correct dose is given. Resistance has been reported among several of the chemicals commonly found in wormers. Benzimidazoles have widespread resistance in small redworms, with resistance being reported in many countries around the world. Pyrantel Embonates has had a

seatworms/pinworms and tapeworms (all species); and Praziquantels treat all three species of tapeworm. Products based solely on Praziquantel do have a role to play in tapeworm control but must be used in conjunction with products based on the three main chemical groups to tackle other worms. Combination wormers are also available containing lvermectin and Praziquantel, and Moxidectin and Praziquantel. These products offer great convenience at times when tapeworm treatment is required along with routine worming.

few reports of small redworm resistance in the UK, but resistance is more widespread in the USA where daily low doses are often given in the feed. Macrocyclic Lactones has a few documented reports of ivermectin resistance in large roundworms, and of ‘reduced efficiency’ of moxidectin against large roundworms in the UK and Holland. Praziquantel currently has no reports of resistance.

Oct 2012 | Equestrian Business Monthly


Winter Worming PRODUCT


Going metric

Year round protection

Measom Freer has added two sizes to its metric bottle range: the 60ml and 1litre options are UK manufactured in clear PVC with other materials and colours available to order. The range now consists of 17 sizes ranging from 2.5 ml to 1litre. Measom Freer also stocks a variety of caps, closures and pumps to complete the product. Contact the sales team to find out more. In addition, the stock packaging has a minimum order quantity of just a single box which means minimal lead-times, optimising cash flow and stock management.

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. Both are the only equine wormers to contain moxidectin. Moxidectin is a second generation macrocyclic lactone (ML) and has a different chemical structure to the other MLs such as ivermectin, giving it unique properties. It prevents infection by small strongyles for two weeks after dosing and will treat encysted small redworm with a 13 week dosing interval.

Measom Freer: +44 (0)1162 881588

Pfizer Animal Health



The natural approach

Close of the season

Verm-X for horses and ponies offers powerful herbal protection and is a veterinary approved natural formulation for addressing intestinal challenges and promoting general health. This award-winning product, for the natural control of intestinal hygiene, uses 100% herbal and natural ingredients that, whilst effective, are gentle on guts and the digestive system. Made from a 100% non-synthetic herbal formulation Verm-X has found that the herbs and plants used in its production have many superb benefits to offer. Garlic, Peppermint, Common Thyme, Cinnamon, Echinacea, Quassia, Tansy, Elecampane (Horse Heal), Fennel and Nettle are some of the herbs used in the careful production of all Verm-X products. Each 250g box contains five individual sachets.

As well as being infected with roundworms and bots during summer grazing, horses also become infected with tapeworms by eating forage mites, present in summer pasture and in hay and bedding over the winter. This exposes them to tapeworm infection all year round. A treatment for tapeworm is therefore recommended twice per year, once in the autumn and once in the spring. In a trial (Coles et al 2003) Equimax, the original combination wormer that contains Ivermectin and Praziquantel, demonstrated 99% efficacy against bots and 100% efficacy against tapeworms. This makes it an excellent choice for the treatment of roundworms, tapeworms and bots at the end of the grazing season.

Verm-X: +44 (0)8708 502313

Virbac Animal Health: +44 (0)1449 722505



Profit from worm counts

A touch of technology

Faecal egg counts now form the base for planning good horse worming programmes, only adding wormers as needed. It is more important than ever for retailers to get on board and see the opportunities for profit presented in selling them or they will miss out as customers seek this approach elsewhere. Westgate’s tailor made service is the ideal solution, using the requesting company’s own logos with all the results sent back to the shop’s SQP. It’s easy to get started and with no set up charges there is nothing to lose. Contact the lab today.

It is estimated that about 20% of the horses in a herd will carry 80% of the worm burden, so treating all horses at the same time and with the same dose could mean treating some horses inadequately and some unnecessarily. Rule three encourages owners to treat horses as individuals and worm egg counts play an important role in this approach. Help get the message across with the range of promotional material, leaflets and posters, or direct customers to find out more online. Customers can also get the new app by scanning the QR code on SMART Rule 3 adverts that will be appearing soon!

Westgate Labs: +44 (0)1670 791994

Merial Animal Health: +44 (0)8456 014236


Equestrian Business Monthly | Oct 2012

Olympic Review

A beginning to the end

This summer saw 62 million Britons rally together to celebrate a home Olympic Games, but no one could estimate just how euphoric the country would be left feeling. Equestrian Business Monthly reflects on The Games and discusses whether this really could be the beginning of the end for the country’s economic hardship. Positivity passed on There is no doubt that the Olympic Games was a roaring success in terms of entertainment. With thousands of Britons watching proudly as the nation collected a wealth of medals, the united front was obvious and the support deafening. But, among this rollercoaster of patriotism, is it

“The sensational reaction to the Olympics filtered through to the Paralympics, with many people seeking out tickets – horsey or not – after The Games had commenced” enough to persuade the country to help drag their glorious GB from the teetering edge of no return? The answer is ‘yes’ according to the Government. The business secretary, Vince Cable recently unveiled a Team GB-inspired programme, which hopes to nurture businesses in the same way that the country nurtured our athletes. The launch, which coincided with the end of the Paralympics will focus on promoting businesses that are seen as having the most potential, emulating the way British sporting bodies made the most of their allocation of lottery cash to foster sportsmen and women displaying the greatest potential. The plans will involve ministers


slicing down the boundaries that are currently suffocating businesses within six months. The planned changes include removing ‘low risk’ businesses from the health and safety regime, sparing inspections; introducing new legislation that will prevent firms being automatically considered liable for compensation in civil health and safety cases, even when negligence is not proven. Increasing protection against ‘compensation culture’, allowing small businesses to develop; changes to the way in which companies can sack their employees with a single payout, thus avoiding a long and drawn out case at an industrial tribunal. These changes come at a sparing time for businesses, especially smaller businesses that are vulnerable to many of the above.

Fantastic Focus The extensive coverage, particularly of our own sector was excellent. Many of the equestrian events were televised, allowing viewers to grasp a full understanding of the hard work, patience and stamina that goes into competing at international level. If the events weren’t being shown on terrestrial television, there was the option of the red button or even online live streaming. The finale to the equestrian competitions – Charlotte’s outstanding individual gold medal – further enhanced the sport’s position as something worth watching and even getting involved in, with dressage gaining itself the affectionate nickname of ‘horse ballet’.

Equestrian Business Monthly | Oct 2012

The sensational reaction to the Olympics filtered through to the Paralympics, with many people seeking out tickets – horsey or not – after The Games had commenced. Financially the Paralympics have been a success thanks to strong ticket sales, however sadly, they didn’t get quite the same coverage with none of the major outdoor competitions being televised due to costs. Channel Four paid £9 million for the UK rights.

The knock-on effect Prior to the Games many people would never have watched an equestrian discipline, let alone thought about getting involved, however Olympic fever seems to sweeping its way into the sector. According to the British Equestrian Federation (BEF), the Team GBR Facebook hits increased by 30,000

during the course of the games and during the actual competitions received over 90,000 visits compared to the usual steady traffic of 32,000. “ traffic increased by 500% and Where to ride, Return to riding and Take Back the Reins saw the greatest page views,” says Claire Shand, head of communications at the BEF. “The London 2012 Olympic and Paralympics Games has had a

“The media continue to express an interest in the equestrian success which in turn continues to boost the interest in our legacy” very positive effect on raising awareness of equestrian sport and

Team GB eventing squad are all smiles. Photos Kit Houghton

Olympic Review

Diary of a gamesmaker Karen Whittaker was lucky enough to be selected as a gamesmaker. Acting as part of the photography team, she tells Equestrian Business Monthly about her once in a lifetime experience.

What did a typical day entail? Arriving at the security check-in at 08.00 and being greeted by smiling Army personnel before continuing to the gamesmaker staff check-in and obtaining a meal voucher and any other news for the day. Next, we headed off to our office, which was in the Museum offices. We then had a team briefing so that we knew what to expect. As we were working with the photographers we needed to know things like whether any

Royals were coming as there would be increased numbers of photographers. We then went out to the arena (or on cross country day to our designated areas) about 30 minutes before it started. Spending the days ‘marshalling’ the movements of the photographers around the arena so that they had least impact on the riders and horses performing was great fun. What was the atmosphere like? It was magical – almost as if you could touch it. The crowds were fantastic, usually numbers of up to 20,000 for the Olympics. The feeling amongst the gamesmakers was one of being a huge team with one goal, to make the Games the best ever. Would you do it again? In a heart beat as they say. I was very sorry to have to leave after my last shift and know that I would not be putting

on my gamesmaker uniform again (unless for a fancy dress party!). I would love to go to Rio whether as a volunteer or a paid role. What was the scariest moment? There were no really scary moments for me. The busiest time was when we had quite a few Royals in the VIP area and we had upwards of 40 photographers to marshal. The sports photographers were trying to take photos of the sport but there the ‘paps’ were entirely focused on the VIP box. It became a bit intense at times. What was the best moment? Walking onto the arena in front of 20,000 spectators with the first party of photographers for the medal ceremony for the three-day event and indeed other medal ceremonies during

the two weeks. It was also great to witness first-hand the horsemanship of the best riders in the world. Was the experience better than you thought or as expected? The experience was better than I could ever have expected. All the comments that have been made in the press about the gamesmakers ‘making the Games’ are true, the feeling that we were one huge team was tremendous. We were from all walks of life, all ages and backgrounds. We were put together randomly into teams but some how it worked. I did not meet one gamesmaker who regretted their decision. In fact those of us who had not signed up for the Paralympics offered our services and I was lucky enough to work at Greenwich for the Paralympic dressage, an amazing and inspirational time.

Olympic Review has placed it in people’s minds as to something they would like to try. It is a good form of exercise and a real alternative to the gym. The media continue to express an interest in the equestrian success which in turn continues to boost the interest in our legacy – we are working hard towards keeping this momentum going for our sport not only promoting the Olympic disciplines, showjumping, eventing and dressage but also vaulting, carriage driving, polo, hacking and horse ball to name a few.”

Glorious greenwich Many people were sceptical over Greenwich Park being chosen as the venue. As London’s oldest park, locals were concerned about the damage that the 50,000 spectators and 74 galloping horses might do to the ground, however after years of careful planning, the venue proved more than successful. Lee Penrose, project manager of Sports Turf Research Institute (STRI) – the company responsible for preparing the site – explains how the 140 acre site was transformed and will be restored to its natural state. Contracted by LOCOG, the job started in 2009. Detailed plans were made to develop the course while maintaining the unique elements of the park. The work over two years encompassed seeding, aerating and watering of the dedicated jumping track. Using vertidrain, more than 100 million

holes were made and 7,800 kg of grass seed used on track and warm up areas to prepare the course. A team of six qualified staff closely monitored the course every day in the lead up to the Games testing for strength and moisture content to ensure an optimum surface would be in place. Work commenced on site in September 2010 with the excavation of a Roman temple. The work was undertaken in

“The London 2012 Olympic and Paralympics Games has had a very positive effect on raising awareness of equestrian sport and has placed it in people’s minds as something they would like to try”

• Usain Bolt became the first man to retain both Olympic sprint titles when he swept the competition aside to win the 100m and 200m. • The equestrian Games at the Olympics are the only sports in which humans and animals compete together. • Wojdan Shaherkani became the first Saudi Arabian woman to compete


We headed to our trusty Twitter page to find out what our followers thought of The Games. When asked whether the Games met their expectations we received a lot of positive feedback.

@Debs_Lee tweeted: “Much really long queues for security, friendly staff and AMAZING atmosphere!”. @HorseBuyer posted to say: “Exceeded expectations. Thought it would be good but the organisation was excellent and the atmosphere amazing.”

@AppaloosaAgency tweeted twice to say: “It was brilliant, everyone was really friendly and happy to help, barely any queues, easy to get to and a wonderful location! I was there for the dressage freestyle when it was boiling and the gamesmakers were coming around the stands with sun cream. Only a small thing but I think it really summed up how good they were at ensuring everyone had a great day!”

partnership with the Museum of London Archaeology with great care taken to protect the historic site. As part of the legacy for the park, the Roman temple has been covered over to ensure its long-term preservation. A tailor-made GPS system, used for the first time in the UK, was developed to track work vehicles around the park, within an accuracy of 2cm, to ensure that

OLYMPIC FACTS • The start of the Games meant that London became the first city to host the modern Olympics three times, having also welcomed the world’s athletes in 1908 and 1948.

From the horse’s mouth

at the Olympic Games when she took part in the +78kg judo competition. • Great Britain won the first-ever gold medal in Olympic women’s boxing when Nicola Adams from Leeds outclassed China’s Ren Cancan to win the flyweight competition. • The first equestrian event included in the Olympic Games was Jumping in 1952. • At the Olympic Games, horses must be at least eight years old for Dressage and Eventing, and nine years old for Jumping.

Equestrian Business Monthly | Oct 2012

approved routes were adhered to. A comprehensive database of information recorded the precise movements of each vehicle in the park on a daily basis and ensured maps highlighting areas of constraint were strictly adhered to. STRI has also tracked and recorded the type and quantity of fertiliser used throughout the duration of the park project with turf samples regularly analysed at its laboratory headquarters. The park contains more than 80 Sweet Chestnut Trees which are over 300 years old and all work undertaken at the site has had to ensure no damage to the root zone. STRI employed mats and mulches in order to protect the root-zones and each jump has been constructed on top of the ground rather than dug into it. In addition 40 tonnes of woodchip was used to protect veteran tree roots and donated to The Royal Park. Installation of an on-site weather station enabled STRI

to make informed decisions on maintenance of the course on a daily basis with an unprecedented 400mm of rain recorded since April 2012 in the rain gauge. Depending on the prevalent climatic conditions from day to day, up to 300,000 litres of water was applied to the course on a daily basis. Following on from the event, STRI will remain on site until the end of 2015 to implement a comprehensive legacy programme for the park’s one million visitors a year to enjoy. The ecology work undertaken by STRI will include installation of an additional 2.3 hectares of rare acid grasslands as well as preserving the wild flower habitat across the park. It is now imperative that the park is completely restored and improved post Games. STRI is committed to the sporting legacy of this project that will enable it to be enjoyed by millions of visitors for years to come.

What to stock for Christmas

’Tis the season to be shopping! With Christmas creeping up on us, it’s time to think about placing orders and being prepared.


he vast array of products that come onto the market around Christmas time can bamboozle retailers and end up with a lot of unsold items. Having a good look over previous years’ sales to see what sold well is necessary given the current climate. Customers love a bargain so creating item bundles that can be bought as presents is attractive to both buyers and retailers. The former will see these bundles as value for money and a great way to fill the space under the Christmas tree efficiently and the latter will often find it beneficial to work a product into the package that doesn’t receive great sales. Top these off with a big shiny bow and there’s a ready-made present.

Colours can also make a big difference at Christmas – especially to children. Those buying gifts such as rugs, numnahs, whips, grooming boxes and even boots and hat covers may want to opt for a brighter colour than normal – no child wants to receive a brown numnah as a present! Last but not least, remember that it’s Christmas, a time to be happy and enjoy the festivities. A gentle background hum of “I wish it could be Christmas everyday!” and a few Santa hats or reindeer antlers on staff will make the world of difference. After all, it can’t be Christmas everyday and before you know it, January will be looming and the gloom of overeating and over spending will be apparent.

What to stock for Christmas PRODUCT

Tasty treats Likit


Limited Edition Mary King Pad PolyPads Ltd

Likit Products offer plenty of choice for the Christmas shopper, from famous boredom busting stable toys, to Likit Snaks and Treat Bars. The company has also added three, limited edition winter flavours to its range of Likit and Little Likit refills. New Candy Cane, Cinnamon and Gingerbread are available to the trade in cases of single or mixed flavours and will add a bit of variety to stable life on those dark winter days. With something for every kind of equine and covering a wide price range, Likit products are bright and well made with attractive packaging, making them a perfect addition to any Christmas display.

Available in classic white with silver trim in both jumping and dressage styles, this beautiful saddle pad celebrates Mary King’s fantastic silver medal achievement at the London 2012 Olympic Games. The pad features incredible detailing including a listing all of Mary’s amazing achievements and featuring her signature. And for a special touch each pad is individually numbered: only 400 jumping pads and a mere 100 dressage pads will be made. Stock is limited on this perfect gift for the horse owner. RRP: Dressage £69.98; RRP: Jumping £64.99.

Tel: +44 (0)1655 750523 Web:

Tel: +44 (0)1842 752020 Web:


Bags of choice Spartan Equestrian


Country Living Collection Tony Fernandes

This year Spartan has a selection of gifts to suit everyone from those on a budget to those looking for luxury items. Stationery, crystal key rings, loaf soap, stickers and tattoos provide stocking fillers while the range of hand knitted and silk scarves make fabulous gifts. Practical fleece ear warmers and snoods are joined by a luxurious tweed range of ear warmers, scarves, handbags and sporting hats. New for 2012, the woolly hatlava is a combination of hat cover and balaclava. Beautiful chequerboard woven browbands are available along with fleece blankets. Plush ponies are joined by soft toy chickens, dogs and ducks and the tractor moneybox.

Featuring cards and prints direct from the publisher. The artist has lived in and around the Peak District for over 40 years and these cartoons reflect the glory of horses through the unique and inimitable eyes of quirky cartoonist Tony Fernandes. Greeting Cards are blank / cello wrapped with white envelope at £2.50 each. Prints are A4 size at £10 or the mounted option – 12” x 16” deep cut white mount cello wrapped for £25. Artist signed prints A3 size are £130 or gift mounted at £170. Cards and prints are UK postpaid.

Tel: +44 (0)1474 705065 Web:

Tel: +44 (0)1142 620899 Web:


Spencer Jacket Puffa


Roseberry Jacket Sherwood Forest

The classic Puffa quilted jacket with a twist. The stylish and practical Puffa Spencer Jacket is ideal for those cold wintery days. It offers the unique Puffafill wadding to give the duvet feel comfort which Puffa is famously known for. This jacket looks stylish with the fur trimmed hood which can be removed and a belt to enhance the waist and offer a sung fit. Longer than the traditional Puffa Original jackets the Spencer jacket offers much more to the wearer than normal to ensure they stay warmer and look great this winter. RRP: £126.00, colours: Black and plum. Sizes 8 to 18.

New for AW12 the Roseberry waterproof and breathable jacket will no doubt keep you dry, warm and cosy this winter. The faux fur hood and flattering seams will ensure you look stylish but stay warm on those wintery cold days. The Roseberry jacket has adjustable cuffs, detachable hood, front zip closure pockets and must have riding vents which every Sherwood equestrian jacket offers. Sizes 8 to 18. RRP:£95.99.

Tel: +44 (0)115 9424265 Email:

Tel: +44 (0)1159 424265 Email: sales@


Equestrian Business Monthly | Oct 2012

What to stock for Christmas PRODUCT

Christmas from Jenkinsons B Jenkinsons & Sons


Best of British Maquien Design

The equestrian wholesalers is the UK distributor of the popular Peli giftware and can therefore offer an extensive range of mugs, socks, door mats, notebooks and jewellery all with an equestrian theme, alongside 2013 calendars. For add-on sales, Jenkinsons can also supply wrapping paper and Christmas cards, with the ever-popular country collection cards and the new Silly Filly range of Christmas cards. All the new product ranges can be seen in Jenkinsons new 2013 trade catalogue, or on the website. This website can also be used in a retailer’s shop, with personal logins available, as a reference point. Online order 24 hours a day, 7 days a week are available.

Maquien designs and sells superb British made ladies’ clothing, with beautiful top quality details. A stunning waistcoat, fully lined, to wear anytime, anywhere. Available with tweed, velvet, or faux suede collar. British tweed at its best. Sizes 8-18. A wonderful Christmas present for someone special. Choose a swatch from the range to suit customers. RRP is £189.00. For more information on top quality ladies’ jackets, waistcoats, skirts and coats, and first class customer service, please contact the company on the details below.

Tel: + 44 (0)1924 454681 Email:

Tel: +44 (0)800 0925699 Email:


Seeing is believing Equestrian Vision


Wrap up warm Buffera Limited

New titles on DVD from Equestrian Vision include, All the Queen’s Horses 2012 – A Diamond Jubilee Pageant, Carl and Charlotte Dressage Superstars, A Decade at Badminton, Burghley 2012, The Ultimate Racing Collection and World Cup Dressage and Showjumping. Free DVD display units, posters and trailers are available for trade purchasers. Take advantage of Equestrian Vision’s special Christmas sale or return terms on stock. Any unsold, unspoiled DVDs ordered during November or December can be returned in January for full credit. Equestrian Vision are the UK’s premier producer and distributor of equestrian DVDs offering a wide selection of training, documentary and review programmes to suit all ages and tastes.

First launched in Spring 2012, Infinity Buff has been given a more autumnal look and feel with the use of fabric made entirely from recycled polyester (including PET from plastic bottles). Fashionably long and with great sporting style, Infinity Buff is incredibly versatile and will look great on the yard, in the field or on horseback. Available in nine different colours and prints including plain and patterned designs, Infinity Buff will also be putting something back into the environment as 1% of proceeds from sales will be donated, through EOCA, to a non-profit organisation working for the environment. The perfect Christmas gift for the stylish horseman or woman. RRP £26.00.

Tel: +44 (0)1403 864173

Tel: + 44 (0)1924 454681 Email:


Mixed bag Gray’s of Shenstone Ltd


Cloverhill Wax Jacket & Accessories

Jack Murphy

A great selection of 12 watch designs supplied in an attractive counter display pack – ready to sell – RRP £11.95. New leather range – 16792 (black) iPhone holder, 16793 (pink) iPhone holder. The perfect natural phone protector in soft Nappa leather, hand stitched with magnetic pull up strap – RRP £12.95 each. 16794 pink purse with flap. The finest, soft Nappa leather with hand stitching and equestrian design lining – RRP £34.95. 15342 – Union jack knee high socks. One of six fabulous knee-high sock designs in both adult and child sizes. RRP £5.95

The Jack Murphy Cloverhill Wax jacket (RRP £150) is a must stock item this winter. A classic wax style with a cosy check lining, in an elegant belted design, the Cloverhill embodies both style and comfort. Perfect whether popping into town or heading down to the yard – in this wax style, customers will look as good as they feel. For added chic and a little luxury, match with some Jack Murphy accessories, like the Ellagh faux fur scarf (£30.00), the Crosshaven faux fur trapper (£32.50) (pictured) and the Tallow mittens (£24.99) (pictured). The Libby quilted wax bag (£72.50) is a practical and stylish Christmas gift. To see the full AW12 collection and stockists’ list visit the website.

Tel : +44 (0)1543 483344 Email:

Tel: +44 (0)1768 867590 Web:


Equestrian Business Monthly | Oct 2012

What to stock for Christmas PRODUCT

KBF99 Grooming range Vale Brothers


Flipstick Classic Canes

The KBF99 Grooming Range consists of a selection of colourful, high quality brushes which actively kill harmful bacteria and fungus without the use of chemicals. The exciting new product range has the KBF99 additive incorporated, which was tested at Coventry University and effectively killed 99% of the bacteria test culture (Strangles, Ringworm and E.Coli). The brushes will also kill some parasites and viruses. Prices start from just £2.00 and products are available in a range of colours. The KBF99 additive is effective for a minimum of three years and all products feature a best before date.

Classic Canes supply over 650 traditional and contemporary walking sticks, seat sticks and umbrellas. Popular Christmas presents include country sticks such as thumbsticks and shepherd’s crooks, traditional leather shooting sticks and contemporary, lightweight seat sticks. The Flipstick range of folding seat sticks is new. Manufactured in England, they are robust and practical for everyday use. Each model is height-adjustable and available in green, black, white, red or blue. Walking sticks also make excellent Christmas presents for men, especially tippling sticks (which contain a secret phial for whisky or similar), animal head canes such as gundogs and pheasants, and rustic country sticks in ash, hazel or blackthorn, grown and manufactured at Classic Canes’ Somerset woodlands.

Tel: +44 (0)1239 614648 Web:

Tel: +44 (0) 1460 75686 Email:


Winter warmers Exo2


Plod greetings cards Tirus Equestrian

With winter nipping at your heels, don’t miss out on the opportunity to stock Europe’s leading heated equine and clothing range and give customers who enjoy outdoor activities something to feel warm about. ExoGlo heated body-warmers, jackets, gloves and insoles – all heat up with rechargeable batteries and use the unique polymer heating system FabRoc. FabRoc is scientifically proven to be therapeutically beneficial, with no wires or hotspots and comes with a life time guarantee so you can give customers something they’ll really warm to!

Tirus Equestrian has launched a new range of humorous greetings cards and gifts, all featuring the cartoon equine – Plod! The range of greetings cards, all featuring Plod in witty situations or with comical dry one-liners, includes: Birthday, Congratulations, Get-well, Romantic and humorous Open greetings cards, along with associated gifts. The range also includes Christmas cards, with the lazy, dry-witted and rotund cob’s unique views on the festive season! Aimed at horse owners or lovers with a good sense of humour, they offer a fresh approach to the fun greeting card & gift market, with an easily recognised brand character, for all year round add-on sales potential.

Tel +44 (0)1335 372600 Web:

Tel: +44 (0)1603 720148 Web:


Assorted presents Your Gift Horse


Husky Boot Taurus Footwear

With only three pay days left until Christmas, there’s never been a better time to stock gifts in store. We’re so confident that products will fly off the shelves, we’ve launched a Test and Measure Scheme. Between now and the end of 2012 you can buy new products, test them out in store, measure the results and have the luxury of exchanging anything that is unsold as of 31st Dec 2012. It’s a chance to discover new best-sellers with plenty of time to re-stock before Christmas and maximize profits. To be included register by 15th October.

Taurus Footwear is pleased to showcase the brown Husky boot, available to retailers this autumn/winter. With a RRP of £79.95, this uniquely-designed country boot offers great value. It is made from water-repellent, waxy leather and features a full fleece lining with a removable fleece insole. Three leather hook and loop fastenings ensure easy fastening, while the Cordura padded collar and tongue provide additional comfort. The contoured rubber sole provides good grip, and is suitable for riding. Sizes: Adults 4 – 8. Taurus Footwear offers retailers a range of beautiful, long and short leather boots for country pursuits, general riding and competition; all boots are engineered for performance and style.

Tel: +44 (0)1454 202033 Email:

Tel: +44 (0)1603 720148 Web: Oct 2012 | Equestrian Business Monthly


Allergies & Intolerances


REACTIONS Are more horses developing allergies and intolerances to foods, dust and environmental factors than ever before? Equestrian Business Monthly uncovers why some horses react to a variety of trigger factors and provides advice on products to stock to appeal to this market sector. Horse feed has moved on a long way from oats and grass, with a whole host of complex complete feeds designed to suit every type of horse or pony, with differing energy needs. However, as most horse owners know, some horses will do very well on one type of feed and then show extreme behaviours on another that at first glance looks very similar. The reason for this is the varying ingredients within each type of feed. Some horses could have a dietary intolerance to one or more of the ingredients contained within the bag.

Allergy vs intolerance The terms ‘allergy’ and ‘intolerance’ are frequently used interchangeably, however they are not the same thing. An allergy is an immune response triggered by a specific food and the charity Allergy UK explains further: “Food allergy is an adverse reaction by the immune system to a specific food and it is the involvement of the immune system which

“There are many bedding options available that can help to reduce airborne dust and moulds, which can not only affect the horse’s breathing and trigger allergies, but can also make owners wheezy”


makes the food allergy serious, even potentially life threatening.” Although this is a definition for human food allergies, it will also apply to equines. True food allergy in both humans and equines is quite rare but for equines it can result in very serious conditions requiring veterinary attention. If your customer’s horses do have a true food allergy then going back to basics may be the only option, sticking to fibre only. A diet specifically tailored with the help of a vet and nutritionist will be vital. It is much more likely that the skin reaction, sensitivity or behavioural problems are caused by a food intolerance. Allergy UK explains a food intolerance is “a much slower type of reaction to foods we eat,” and in actual fact the reaction can be a little more vague, in humans resulting in a vague lethargy, discomfort, or bloating. In equines, food intolerances can result in skin conditions such as urticaria but is most commonly recognised as subtly altered behaviour, eg, excitability or lethargy, stereotypies or digestive upset.

 re they more A common? Human allergies seem to be on the rise these days, however it is not clear whether this is due to greater awareness or more actual cases developing. Similar could be said for equines and either way, as more people focus on the finer points of the horse’s diet, more allergies and sensitivities are being discovered. Horses can be allergic to various components within the feed, and an allergy or sensitivity can develop later in life. Often, the horse can be intolerant to cereals such as barley,

Equestrian Business Monthly | Oct 2012

as well as wheat, maize and oats. Some horses can also react to peas, soya oil, garlic and any number of other ingredients commonly found in concentrates. This does create a problem: although feed is clearly labelled with ingredients it is difficult to ascertain the true allergen in the diet. Although the fashion is now for complete feeds, it is important that retailers still stock a variety of straights and simple fibre feeds, to help the owner with a sensitive

horse. Some companies have now developed whole ranges without barley or molasses, both of which can be common intolerance triggers and appear to be rearing their ugly heads more frequently. As these ingredients are in the majority of horse feeds available, eliminating them can be problematic. Clear labelling is equally important when bringing these types of ranges to the market. Allen & Page’s Barley & Molasses Free Range offers simple branding

Allergies & Intolerances

Dust busting There are many bedding options available that can help to reduce airborne dust and moulds, which can not only affect the horse’s breathing and trigger allergies, but can also make owners wheezy. Rubber matting and dustfree shavings are popular but shredded paper and cardboard is good to recommend as it is cheap, recycled and completely dust free. Wood pellets, as they are soaked, provide an absorbent low dust bedding too but does need correct

management. All hay you supply should be the best quality possible, but dust and spores will always be a problem with dry hay. Customers should soak it, for at least half an hour so the spores swell and stick to the hay, or steaming hay is now a popular option. Haylage is an excellent alternative and is much less dusty, but not dust free. For particularly sensitive horses a forage replacer may be required, such as a chaff or high fibre cube.

why the reaction?

“Horses can be allergic to various components within the feed, and an allergy or sensitivity can develop later in life” that is easy for customers wanting to eliminate these ingredients from their horse’s diets.

Sugar and starch are often problematic for horses as the horse’s digestive system isn’t designed to process large amounts of these and absorbs them into the bloodstream too quickly leaving the horse to deal with the side effects, which often include spikes of excitable behaviour. Horses that

are sensitive to barley and molasses may also experience this type of behaviour as well as lumps, bumps or itchy and scurfy skin. Of course it is widely known that fibre is an ideal diet for horses, providing slow release energy through microbial digestion, but many horses have higher energy demands than can be met with fibre alone, so cereals are often included for energy. Although for many horses cereals and starch are absolutely fine, for some it can cause behavioural problems as it is not effectively digested. Alternative energy sources such


as oil are perhaps a better option, although high quality fibre that can be efficiently digested provides a surprising amount of sustained energy for horses in work.

skin problems Urticaria is a skin condition that appears as lumps or weals all over the horse. Urticaria can be a reaction to any number of airborne or feed allergies but is not life-threatening. Also known as hives, the lumps can occur quite suddenly, and often the horse feels no ill-effects, however if the lumps

Equestrian Business Monthly | Oct 2012

“Looking out for trigger factors such as a sudden bloom of a certain plant in the paddock or a change in detergent used to wash a saddle pad can help to narrow it down� do not disappear within a few days, or keep reoccurring, veterinary advice should be sought. Urticaria is an obvious sign of

allergic reaction and sensitization; unfortunately it can be very difficult to discover the initial trigger which could be dietary, pollen, animal dander, drugs, insect bites, cold, heat, light or even emotional stress. Often they disappear quickly but occasionally a horse is affected repeatedly so at this time horse owners should look closely at the horse’s lifestyle and feeding regime. Looking out for trigger factors such as a sudden bloom of a certain plant in the paddock or a change in detergent used to wash a saddle pad can help to narrow it down.

Management aspects to be considered would be: medication and drugs, such as worming and vaccinations; feeding – any new dietary elements, supplements etc; physical factors such as extremes of temperature; contact factors such as new saddle cloth or fly spray; seasonal factors such as insects and pollen.

Hayfever One of the true allergies a horse can suffer from is COPD, which is an allergy to fungal spores, dust or pollen resulting in an immune response. Also known as ‘recurrent airway obstruction’ (RAO), it usually affects stabled horses and the symptoms are a chronic cough, poor exercise tolerance and nasal discharge. In more severe cases breathing can be laboured and heave lines can form due to the extra muscle exertion required to breathe out. Treatment involves maintaining clean air for the horse and it is important to remember that RAO is an allergic problem, therefore treatment can simply be avoiding contact with trigger factors. However, it is clear that this is not an easy task as horses are

frequently stabled in dusty areas with forage and bedding potentially carrying allergy triggering dust and spores. For horses requiring a dust free lifestyle, full turnout is recommended, whilst a nose net or face mask can help keep dust and spores out of the nasal cavities whilst in the field or being ridden. Retailers can recommend a whole host of other products that can help reduce the symptoms or provide relief. Feed supplements and nasal sprays specifically designed to ease breathing may help provide relief but prevention may be the best bet so offer a variety of dust free bedding, haylage, feed and hay steamers to reduce dust levels in the horse’s environment.

allergic reactions in the summer. However, extreme sufferers should still be vigilant in October – milder autumn days can bring the insects back out and mean that cover up rugs, emollient creams and fly repellents may still be required, so keep the shelves stocked. Some horses just seem to react to almost anything, from a change in

shampoo to a new rug. Retailers can offer a wide variety of products to keep sensitive horses happy, including under rugs, bibs and neck covers that provide a soft layer against the skin. Natural materials such as wool or cotton may help ultra-sensitive horses so offer saddle cloths and numnahs in these materials.

Sensitive skin Dust, environmental and dietary triggers are the most common intolerances and allergies in equines but of course one obvious one missing from the list is sweet itch. At this time of year sweet itch is far less common, with autumn and winter months providing sufferers with a much-needed break from the culicoides midges that can cause such extreme




Suited to all

Stop the itch

Squeaky clean

Allen & Page’s Barley and Molasses Free Range consists of six products providing a range of different energy levels, all low in starch and sugar (when compared to traditional diets with comparative energy levels) and high in fibre. The range consists of Fast Fibre, Cool & Collected, Ride & Relax, Veteran Vitality, Calm & Condition and Power & Performance. By moving up and down the range of feeds customers can provide their horse or pony with exactly the right amount of energy as his needs change, using Fast Fibre as a base feed, all the way up to Power & Performance, a high energy performance feed. RRP: £7.80 – £12.00 prices vary depending on product and location

Skratch is perhaps the most effective supplement traditionally used to help with tail, mane and itching skin in the spring and summer season. Users normally start with Skratch Classic because it is more palatable and move on to SkratchPlus later. An essential mix to use whenever the horse’s skin is a worry. Customers will have a new mane and tail in no time! There are three types of Skratch to use in the summer. In order of decreasing strength they are: Skratch Plus - Severe itch formula Skratch Classic - The formula for everyday use Skratch Syrup - Much weaker but best for very fussy feeders RRP Skratch Classic 500g: £19.25

The ‘Love the skin he’s in’ products are all totally natural and have been formulated to complement each other in their actions and work from the inside and out to address the increasing number of skin problems that affect horses, including lumps, bumps, rashes and irritations, The Skin Wash is a totally natural, effective wash that offers gentle, yet effective cleansing to damaged skin. It can be used as a hot towel wash following clipping or for a deep clean, a cold wash for a refreshing cleanse to lift sweat, grease and dust from the coat or applied directly in concentrated form to the affected area of skin. The range includes a supplement, a skin spray and a skin salve.

Allen & Page: +44 (0)1362 822902

Global Herbs: +44 (0)1243 773363

NAF: +44 (0)1600 710700

Oct 2012 | Equestrian Business Monthly



Like a glove eGlove is dedicated to sport and developing its touchscreen gloves. The latest Equest range for both winter and summer provides maximum performance in action whilst allowing users to answer, text or use an app on the phone without having to remove the gloves. The Winter Elite is a soft thermal glove with maximum moisture management and silicon grip palms. The Grip Pro feels like a second skin to ensure exceptional connection with the reins. This summer glove incorporates a reinforced inner forefinger for maximum wear and durability and was designed and tested for over nine months with a Dutch equestrian team. The company welcomes organisations and provides point of sale support material. Winter Elite and Grip Pro RRP: ÂŁ23.99.

eGlove: +44 (0) 1491 280089 PRODUCT

Easy clipping The Harmony Plus is the first to use brushless motors with a lifetime of 10,000 hours. Up to two hours clipping time from the internal battery and up to a further three and a half hours from the battery pack. Comes with three blades, a wide fine, a wide and a narrow. The Classic rechargeable trimmer from Liveryman has a highly efficient brushless motor with a lifetime of 10,000 hours. The powerful motor allows for heavy duty trimming. It provides three and a half hours operation from a two and a half hour charge. Complete with an adjustable blade allowing a trimming depth of 0.8 mm, 1.2 mm, 1.6 mm and 2 mm, it also has four comb attachments, 3mm, 6mm, 9mm and 12mm. Liveryman Elite a 90 watt clipper, has a short slim body making it easy to handle. Takes standard A2 blades, is quiet and has an aeration system to keep blades cool.

Agrihealth: +44 (0) 2838 314570


Equestrian Business Monthly | Oct 2012


Something for everyone Horses with Attitude introduces its new autumn/winter collection of clothing and gifts featuring some great new products ideal for Christmas. HWA offer a unique, exclusive range of fun, fashionable Messy Mare clothing, gifts and accessories for all ages of equestrian. Also available is the Farmers with Attitude brand of clothing and gifts specially designed for the farming outlets. Already a big hit this autumn is the Messy Mare Patriot Hooded Baseball Top which is stylish and fashionable with colour coordinating trim, elbow patches and embroidered shield. The Glamour Diamante range for ladies and children are available in polo shirts, colour pop skinny jeans, hoodies, baseball jackets and bags which are always a great seller at Christmas time. The iPhone covers are available in 10 exclusive designs from the best selling Not Bloody Likely to the new Golden Britain celebrating this summer’s equestrian success.

Tel: +44 (0)1274 852139


UNDER ONE ROOF In our new feature, we take five minutes to find out a little about the companies that are paving the way in the sector and ask how these industry leaders have developed such a successful empire. This month we caught up with B Jenkinson & Sons. When was the company established? B Jenkinson & Sons has been associated with the equestrian market since 1835.

Who by? William Jenkinson started manufacturing and supplying horse clothing, harness and accessories for horses used in transport and farm use from a mill in Jenkinson Street, Batley Carr in the heart of the textile area in Yorkshire.

How has it grown over time? In 1938 the business was

purchased by Noble C Ellis, succeeded by his son Donald who diversified into sports clothing in the 1950s as demand for working horses subsided, moving into the current premises in Dewsbury as more space was required. The sportswear range was sold in 1968 and the equestrian business continued to grow. Donald’s son Keith and his wife Elizabeth joined in 1979, and Keith’s sister, Pauline Williams MRCVS is an equine veterinary surgeon specialising in equine dermatology in West Sussex and she provides advice and feedback when required.

Why has JENKINSON become such a loved brand? Because of the wide range of brands it supplies, it gives the retailer the opportunity to be able to order small amounts of several makes from a versatile and trusted supplier. Retailers find that by buying from Jenkinson gives them the opportunity to sample new product ranges without large financial investment and as Jenkinson endevours to despatch orders within 24-48 hours using a next day carrier they can meet consumer demand for new products very quickly. This year has seen a big

investment in a fully integrated website which provides real-time information showing current products as well as new additions as soon as they are launched. We also have online ordering 24/7.

What’s next for the company? Having added many new and successful products to the range this year, the company is continuing product development in conjunction with manufacturers and further additions will be made as they become available.

Oct 2012 | Equestrian Business Monthly


LET’S TALK PRODUCTS What to stock for Successful Sales

body protectors With technology constantly evolving, there are strict safety standards that must be adhered to and clever customers won’t hesitate to ask – so make sure your staff know what they’re selling.

Junior Outlyne Airowear

Sizes: Four sizes with four back lengths per size Colours: Black, peacock blue piping or bespoke colours on order Materials: Polyester, Ultraflex Foam RRP: £80.00 - £88.00 The body protector has been designed to make fitting kids easy. Its lightweight materials and easy-to-use fastenings make it easy to put on and self-fasten. There are separate chest, waist and shoulder fastenings which provide much room for growth, while the flexible impact absorbing foam moulds to the shape of the rider.Tested to EN13158:2009 and BETA 2009 Level 3.


oday’s body protectors are constructed with both comfort and safety in mind, subject to rigorous repeat testing and available in various styles and colours. Last year British Eventing introduced a new rule whereby competitors may only wear BETA 2000 or 2009 Level 3 body protectors, and ideally all riders, whatever their level or discipline, should be encouraged likewise. Body protectors manufactured pre-2000 were made using different types of foam, and tend to brittle and degenerate with age. These garments were also typically thinner, offering far less protection and coverage. BETA 2000 and BETA 2009 are the current standards to which all body and shoulder protectors sold in the UK must conform. Level 3 (purple label) body protectors are suitable for normal riding conditions, and are designed to prevent minor bruising, reduce soft tissue injuries and bruising and limit the risk of rib fractures. Modern body protectors provide much higher levels of protection than their forebears, but must be correctly fitted in order to provide maximum coverage and protection without making the rider uncomfortable or inhibiting movement. Many manufacturers are now producing short and long fit options to take into account varying rider heights. Many body protectors also include red-coloured sections of the hook and loop fastenings to help with correct fitting – if any red is showing once the body protector has been fastened, the item is too small and a larger size should be tried. Body protectors hitting the shelves today are not only safer, but are also much more ergonomically designed, making them less off-putting for the wearer. Many are constructed using layers of PVC Nitrile foams, which soften and mould to the shape of the body when worn.

Champion FlexAir Body Protector Finest Brands International Sizes: XS child-XL adult Colours: More than five Materials: Nitrile Foam, spacer fabric, polygiene RRP: £66.00 - £125.00 Meeting the 2009 BETA safety standard and EN13158:2009, level 3, the body protector is available in short length sizes, in addition to standard and long lengths. The combination of lightweight, multi layered nitrile foam and ventilation holes, the FlexAir offers a supple yet secure feel which actively moulds to the rider’s body. The FlexAir also users a polygiene treated inner lining, which helps to kill bacteria.

Harry Hall Zeus Body Protector

Champion ZipAir Body Protector

Sizes: Children & adult S-XL Colours: More than five Materials: Air mesh, shock-absorbing foam RRP: £74.50 - £94.50

Sizes: XS child-XL adult Colours: Black, navy Materials: Nitrile Foam, spacer fabric RRP: £79.00 - £145.00

Approved to BETA 2009 Level 3 and EN13158 standard, the Zeus is designed to deliver on performance. It features lightweight shock absorbing foam panels that mould around the body to give a close fit. The air mesh outer has subtle contrast binding and reflective piping on the front and back. Red correct fitting indicators to ensure correct fit and protection.

Meeting the latest BETA safety standard & EN13158:2009, level 3, the body protector features a simple and easy to use front zip fastening closure, lightweight, multi layered nitrile foam and ventilation holes. It also offers a supple yet secure feel ensuring comfort. It also incorporates a polygiene treated inner lining, which kills bacteria.

Matchmakers International

Finest Brands International


Horze Bondy Body Protector Oy Finntack Ltd

Sizes: S-L Colours: Black Materials: Foam padding RRP: £148.00 The safety vest offers comfortable protection, with hook and loop straps at shoulders and lower front, super soft foam padding, mesh lining and ventilation holes. It has a removable outer fabric and a Horze 82 logo badge on chest. CE EN 13158-2009 approved body protector with Beta level 3.

Rodney Powell Elite Body Protector Westgate EFI

Sizes: Age 2-3 to large adult 5 Colours: More than five Materials: Polyester cotton, mesh RRP: £66.99 - £149.99 The body protector is lightweight, breathable and very flexible. Enhanced spinal protection (ESP) helps reduce the transmitted energy from sharp impacts to the spinal region, while the adjustable waistband gives the wearer control over comfort. The online colour picker enables customers to select designs and colours. The Elite conforms to BETA testing 2009 Level 3, BS EN 13158 Level 3.

Horze Bondy Children’s Body Protector

Kontakt 5 (K5) Charles Owen & Co

Sizes: Child & adult S-L Colours: More than five Materials: Coolmax, gel foam RRP: £104.99 - £155.55

Oy Finntack Ltd

Sizes: S-XL Colours: Black Materials: Foam padding, mesh RRP: £110.00 The safety vest for children offers comfortable protection and has hook and loops fastenings at the shoulders and lower front. There is a super soft foam padding, mesh lining and ventilation holes. The vest includes a removable outer fabric and a Horze 82 logo badge on chest. CE EN 13158-2009 approved body protector with Beta level 3.

Shires Body Protector

Engineered to give total confidence in upper body protection, the Kontakt 5 meets the latest and most comprehensive 2009 body protector safety standards. A slim line appearance is achieved through tapered shoulders and rounded chest protection panels. Ventilation holes are covered in Coolmax fabric for superior breathability and comfort. The Spinal Grip technology prevents the garment from riding up. Manufactured to EN13158:2009 and BETA 2009 Standard Level 3.

Contacts Airowear

Shires Equestrian

+44 (0)1434 632816

Sizes: Child and adult XS-XL Colours: Black Materials: Polyester, mesh, Nitrile PVC Impact Foam RRP: £64.99 - £79.99

Charles Owen & Co

Zip front style, superior safety level body protector with quick release safety belt. Lightweight and breathable, the flexible panels are shaped to allow freedom of movement without compromising safety. Once adjusted to the correct fit, the body protector can be put on and taken off using the front zip without disturbing the adjustment. BETA 2009 Level 3 (purple label) and EN13158:2009.

Finest Brands International + 44 (0)1132 707007


+44 (0)7824 387643

Matchmakers International +44 (0)1274 711101

Shires Equestrian

+44 (0)1568 613600

Westgate EFI

+44 (0)1303 872277

Oct 2012 | Equestrian Business Monthly




Polytex ProComfort

Inside protection

The Polytex ProComfort from Eskadron provides effective protection against rubbing. The entire inner chest and wither area is lined with soft mirco fibre which is great for the horse’s coat, and the soft inside can be turned over to the neck and held in place by a hook and loop fastening. It is available with a light Molton lining or with a thick 360g filling. It is available in sizes S-XXL, in navy and chocolate. RRP: £195.00.

Mud fever looks fairly harmless to start with but can rapidly become inflamed and painful, requiring stable rest and expensive veterinary treatment. This unique supplement cuts out the hassle of having to apply daily barrier creams and can even provide support in cases where mud fever has already taken hold. Think Mud approaches the condition from within and will support the horse’s natural defences. The complex natural ingredients maintain a healthy immune system, support blood circulation and helps to promote skin healing so that the horse is more resistant to further attacks. Available in 1.5kg & 4kg tubs priced £30.95 and £65.95 respectively.


Brinicombe Equine: +44 (0)8700 606206



Light work

For the veteran

The Muller’s Smart Cart is an American pedigree. Tough, light, highly manoeuvrable with large 12 cu ft capacity, it banishes barrow lugging forever! It’s so perfectly balanced that when in motion all the weight is over the wheels so very little lifting is required. It can be controlled and emptied with one hand. Virtually indestructible, it is designed to last for decades. There are busy stables in the UK already equipped with Smart Carts and they would not swap them for anything. For a time they have not been available here but now Smart Carts have a new distributorship. If you need a reliable workhorse (or several) to muck out or carry anything with little or no effort – look no further, they’re back.

Saracen Veteran Mix is a high quality, highly digestible mix designed specifically for the older horse. Veteran Mix places emphasis on the use of Saracen ‘super fibre’ technology which contains a similar level of accessible calories to cereals. This enables the cereal portion of the recipe to be reduced helping to avoid the likelihood of any digestive disorders caused by high cereal based diets. The new formulation contains E-Max Ester; a new and unique vitamin E source only available through Saracen Horse Feeds. E-Max Ester is a natural organic source of Vitamin E and has superior bio-availability which helps to maintain a healthy immune system.

Smart Cart:

Saracen Horse Feeds: +44 (0)1622 718487



Colourful Profits

Coming soon

A spectrum of colour is being added to the hugely successful William. Faulks Tools range of stable and paddock tools. “The grey and pink tools have been so successful that we have decided to add sky blue and purple to the range” says Chris Birch, sales manager at Faulks & Cox Ltd. Faulks & Cox Ltd are the originators of Tubtrugs and Tyre Rubber Products which have been standard stock items in saddlers and agri-merchants for many years. “Everyone could benefit from being on our email list to take advantage of our ‘crazy Monday’ offers,” says Chris, “just contact us for friendly fast service and keep in tune with our recession beaters!”

Fly Away and Groom Away are excited to launch five new products into the First Aid and Grooming Range and six new product sizes. The five new products and new products size available from 15th October, except for Anti Parasite Spray, which will be available by 1st February. Natural – Pest Away Body Wash is a 100% natural body wash, to thoroughly clean and remove unwanted guests, including chorioptic mites and lice without the need to rinse. It stops itching, calms and soothes irritated and bitten areas by penetrating deep into the hair and coat. Regular use helps to soften dry areas, remove scurf and maintain a healthy skin, hair and coat. Product sizes available: 400ml – RRP: £7.49 or 1 litre – RRP: £14.99.

Faulks & Cox Ltd: +44 (0)1455 848184

Fly Away Ltd: +44 (0)1384 877857


Equestrian Business Monthly | Oct 2012

sharp end At the

take precedent over relevant retail experience. A retail manager’s job includes the following: organise and lead the sales staff, set and achieve targets, carry out performance reviews, hire and fire staff, merchandising and but lots of retail experience. The displays, order stock, stock control, rest is, aptly, history. Many of the store layout and customer flow and shops now have turnovers which wouldn’t disgrace high street super dealing with customers. The last needs equestrian experience the stores. The curators grumbled about the inaccurate and irrelevant other eight do not. And before the suppliers nod in merchandise right up to the point agreement about the retailers, its just the shop bought them a new steam train with the profits. Within a space as bad with many reps. And again before everyone screams foul it’s of a few years it went from well meaning amateurs to professionals worth considering that a few years ago the top three reps for one of who really knew what they were the top suppliers had not one horse doing. between them. Now re-read this and replace If the trade at all levels, and ‘heritage’ with ‘equestrian’ and especially retail, is going to get the ‘must have historical knowledge’ business skills it needs to fight its with ‘must have a horse’ and see if way out of the recession it has to you can see where this is going. Now I concede that some equestrian start employing people based on their skills and experience and not knowledge is important, but it what kind of horse they own. can’t be the only requirement or

Mike Potter provides sales & retail on training for equestrian retailers. Contact him


n addition to the equestrian trade, I’ve also been selling into the heritage industry for fourteen years now. When I started the retail managers/buyers were nearly always drawn from the historical or financial side of the sites. Retail was seen as ‘easy’ – a small part of the business. The historical staff would sit for hours splitting hairs over whether the product/image was right for the site ‘it’s a Mk2 field gun and ours is a Mk1 QF’ oblivious to the fact that the public would neither know nor care. The financial people had no idea of how retail worked and thought they had done an excellent job when they had cut the stock so badly that the shelves were empty. But both types agreed that you

had to have relevant historical knowledge to run the shop. ‘It’s so hard to find a manager with retail experience who can talk knowledgeably about the early romano-British period’ one bemoaned to me. So they employed a young girl straight out of university with no business acumen whatsoever, but a degree in Roman studies. The shop shut down within a year. And then the heritage industry realised that the shops and cafés were the main income stream not entry fees. Quickly followed by the fact that the shop managers/ buyers hadn’t got a clue, but did know a lot of history. So they started recruiting retailers with no relevant historical knowledge

experts Ask the

EBM seeks out the answers to your questions


When it comes to social media at work the rules are a little sketchy. workSMART was created by the TUC – the umbrella for Britain’s unions. Below is some information on good and bad practice.

workers who you don’t want in your close circle of friends could still be browsing your information, via links from the friends lists of others who work with you.

Should I accept a Facebook friend request from my boss? This is going to become one of the big battlegrounds of office etiquette, and there’s no universal answer to it. Social networking sites blur the lines between our work lives and personal lives. It might be safest to allow some people into a limited profile, and save the really juicy details for people you know you can trust. Also consider using the options in whatever social network service you use to hide private details from the public. Otherwise co-

Can my boss discipline me for using social networking sites during work time? Yes, quite possibly. When you’re at work, you’re supposed to be working, so using online social networking on your employers’ time could be grounds for initiating a disciplinary process. Your employer should have a policy on personal use of IT equipment, and should have made it clear to you what you are allowed to do, and what you can expect to be sanctioned for doing.

Can my boss tell me to close my personal Facebook account? Asking people to sacrifice a private life in favour of work is unreasonable. This isn’t such a problem offline, but when everything is written down online, the scale of the problem makes it a whole new issue. It’s easy to see how an employer could worry about what staff may be writing online, but this does not give them grounds to tell you to

stop using the service in general. What they can sanction you for is anything you do that they have a reasonable belief could prove detrimental to the company. If they can prove that your conduct online has caused detriment, they could take disciplinary action against you and potentially dismiss you as a result. If the harm to reputation, or loss of commercial secrets were severe enough, they could in theory also sue you for compensation.

If you’ve got a question that you want answering, let us know at: Oct 2012 | Equestrian Business Monthly




The evolution of employment With numbers of unemployment sky high, some are deciding to divert away from the traditional course of university and opt for a more hands on approach. However, is this more or less appealing to employers? Equestrian Business Monthly finds out. 2012 is the first year that university students in England and Wales face tuition fees of up to £9,000 per year. Although not all universities will have such steep charges and those eligible for financial support will be aided in paying the extortionately high fee, there are many that have opted to take a different route. Believing that education is no longer key due to the over populated rivers of postgraduates still out of work, some are exploring apprenticeships and other college-based options. However, businesses may have other ideas when it comes to hiring as Lynne Mears from family run business, Mears Country Jackets explains. “Hiring depends on the job specification, general criteria, experience, motivation and personable skills,” she says. “When it comes to exams over experience it depends on the nature of the job. On the factory floor exams are not more important than basic administration; they are comparable as a good basic education with relevant GCSEs. I would however expect specific roles such as accounts to hold relevant qualifications.” On the job training, although always provided to a certain degree relies on sufficient facilities and the nature of the work. “A certain amount of in house training is always essential, but I would find it difficult to train an employee with no basic skills i.e. machinist, as a small company we do not have the time required,” says Lynne. Liz Driver from Blue Chip Feeds agrees that training is important. “It is rare that someone can join an organisation like ours and not need some form of training,” she says. “However, as a relatively small team we do need people who can ‘hit the ground running’ so again we select very carefully at the interview stage.” The size of the business can play a huge factor when it comes to job opportunities. “As a relatively modest-sized business we look


for people who have the ability to learn quickly and who can take on a wide variety of different tasks,” says Liz. “They need to be able to switch from giving high quality nutritional advice to organising freight to Australia to arranging a trade show. Blue Chip staff have to be multitaskers.” When asked whether she believes that exams are more important than experience, Liz says: “The truth is somewhere in between. Because of the technical nature of our business we do need well educated people who can impart quite complex scientific information to horse owners in a form of words that people can understand. However, experience is very valuable and we would look for a combination of both at interview.”

Moving with the times As industries evolve, so must the hiring process. “We now use specialist websites instead of the more traditional adverts in equestrian magazines and agencies,” says Liz. “The cost of hiring people has been quite markedly reduced by using these websites.” Lynne has also had to adapt part of her hiring process. “We haven’t changed it with regards to admin, machinist and cutter roles, but due to lack of manufacture in this country we are now employing more foreign employees as they have had the relevant basic training in their own country. We have just employed an IT apprentice for a one-year contract which we have not done before.”

Equestrian Business Monthly | Oct 2012

“It is rare that someone can join an organisation like ours and not need some form of training”

WHY CHOOSE EXAMS Karen King is the programme area co-ordinator for horse studies at the Otley College campus of Easton and Otley College. She answers some questions about equine qualifications. How important are industrybased qualifications? I think that it’s fair to say that a mixture of qualifications and experience is generally a winning combination. Qualifications in isolation are okay, but we always encourage our learners to get industry experience. In fact, in terms of some of the qualifications that we teach, students have to take part in work experience as part of their course and this gives them a feel for what life is like in the working world. It also allows them the opportunity of gaining industry contact, which is essential in any walk of life. Do you find that employees are happy to offer work placements to students? Generally we find that employers are happy to support work placements.

Obviously we have built up a big list of excellent contacts over the years. We find that we only have problems or issues if students who have been put on placements let their employer down by not turning up – fortunately that doesn’t happen very often. Do placements often lead to jobs regardless of prior experience? It depends entirely on the employer – some students have worked really well and often an employer might say that I would like to take them on – however I can’t afford it. But it does happen – I think it’s like any industry – if you go into a business as a volunteer, work hard and make an impression, chances are you stand a chance of being taken on at the end of your training, if finances allow.

BUSINESS ADVICE If you’ve just expanded or business is booming we’d love to hear about it:

Mad for it

When Mad Cowes Clothing Company launched, the company never dreamed that things could be so hard. However, thanks to careful planning and extensive research, the company has overcome the initial setbacks. Heidi Cheadle talks to Equestrian Business Monthly about the importance of planning. From small acorn The original idea to put together a casual clothing range was born from frustration. Sometimes it seems that clothing collections have been designed by people who perhaps have little or no involvement with the end consumer, producing a garment which may perhaps be pretty, but not wearable, affordable or very practical for every day use. The question as to whether to start a business from scratch or buy an existing one is a tough conundrum, with positives and negatives on both sides. The brand of Mad Cowes was originally an après Clothing Company based on the Isle of Wight. It latterly moved to an online shop before our subsequent purchase at the end of 2010 and the relocation to the sunny Hope Valley. Although the company came with existing stock and designs, we wanted to re-create the brand for launch in its new home.

Before you begin What sort of clothing are you going to make? Who are you going to sell it to? Who is going to wear it? Answer these and you’re on the way, but be prepared to adapt your thinking as you go! With our roots in the equestrian world we spotted a gap in the market between other notable brands and decided that a range that could offer affordable pricing without compromising on quality could be a recipe for success. With the target market decided, it was time to get creative with the designs. When starting a new business, money is tight and you have to glean resources from wherever you can. Family and friends are an excellent source of help and you’d be surprised how big the skill set you have at your fingertips is.

Bringing designs to life We decided the number of products we ideally wanted to produce and

just telling people about your items won’t make customers buy them. There is a lot of free advice available all around you, online websites, blogs from people who have been there and done it already, on the television and in magazines and books – read what you can, but to be honest, just use your common sense! Put yourself in the buyer’s shoes and think what would motivate you to buy a product; often the simplest ideas cost the least and have the best effect. started narrowing down our ideas until we came up with a number of basic designs we thought would stand the test of time – essential casuals like hoodies, joggers and polo shirts. With the basic designs complete, colours were the next dilemma. We researched recent trends, identified future ones and decided that as a homage to the company’s roots and in line with past trends we would embrace a nautical theme. We mixed classic marine and poppy with white highlights, accented with the bright and lively colours of grass and candyfloss to make the range stand out. Now we knew who we were selling

through the negotiations. Ensure you keep a note of anyone you speak to or contact along your journey, as you never know how they may help you in the future.

to and what we wanted to sell – but how and where would we get these products made? Should it be done here in the UK? Or abroad like so many other brands? Both options come with their own benefits and drawbacks. If you don’t ask, you don’t get, so never be too scared to email or call anyone – they’re all still humans no matter how high up they are within a company! Luckily for us, through our research we had got to know some very experienced people within the retail industry who gave us some sound advice and helped us

survived and had a good reception to the brand. work didn’t stop here at the Mad Cowes head office. With our planned launch day (Badminton Horse Trials, May 2012) fast approaching the hard work began of getting the brand noticed and creating as much hype as possible. With so many different ways of contacting people these days can it really be that hard? Well, as the new promotions and sales manager, I can tell you it’s a challenge! Facebook, Twitter, websites, magazines, trade shows, word of mouth to name but a few; the audiences are vast but

Making plans With our range becoming a reality, the sales side of the business needed to take shape. Reps needed to be appointed to represent the brand and take the samples out on the road to prospective buyers. Pre-orders are essential to ensure the best possible buying prices and minimisation of exposure to risk. In this venture time really is money. Taking the range on the road was a very tense time! However we

The big day After lots of meticulous preparation, we were all ready for our big launch at Badminton, however we faced disappointment as the heavens opened and Badminton 2012 was declared a washout! Luckily, we’d planned ahead and had a spot at Chatsworth the following weekend, but alas, the rain continued and that too was cancelled. With a catalogue of cancelled events this summer it has been hard to keep our spirits high, but we have and the Mad Cowes Clothing Company has since launched – maybe a little more low key than we’d hoped at Bramham instead of Badminton, and is now up and running! Two years from concept, lots of challenges, some highs, some lows, and a lot of work still to be done, but I think the whole Mad Cowes team will agree, very worth it! Since arriving in the Hope Valley, the company has evolved into a bold country casuals brand, featuring bright colours and simple yet effective designs with luxury details. The design team at The Mad Cowes Clothing Company has worked hard on creating a trendy, yet affordable, capsule wardrobe that is comfortable and stylish, as well as practical. or

Oct 2012 | Equestrian Business Monthly



In our tried and tested feature we hear from retailers directly about their top selling products and why they continue to stock them.

Mollichaff Alfalfa

Canter Mane and Tail Brand: Carr & Day & Martin Stocked for: Over ten years Rating: 10/10 RRP: £7.70 (500ml)



Customers have been requesting this a lot at the moment as it’s cheap and easy to feed. Alfalfa is great for weight gain and offers an all in one feed option without any hard feed, so it takes no time at all to prepare. There are two other products in the alfalfa range, one of which I feed to my own horse – the Alfalfa Oil. The only thing I would say about that is that my horse doesn’t really like the taste so I end up having to add molasses.”


This is one of our best sellers due to the fact it’s not a seasonal product, it’s a really well known brand and has been around for a long time and most importantly it works. There also aren’t really many competitors. The only slight problems are the price is quite high for a small bottle and the bottle can be flimsy, i.e the spray top can break, however these are very slight and we never have complaints.” Daisy Hindle Baverstock Country Supplies

Holly Golding Greenstead Animal Feeds

Cody breeches



Brand: HorseHage Stocked for: New addition

Rating: 8/10 RRP: £8.20 (15kg)

Life Style Junior Jodhpurs

We haven’t stocked these for long but they’ve been popular with customers over the last month or so. They’re quite expensive, but not right at the other scale of the price range and they look nice on. They wash nicely too. I don’t think that there’s anything that I would change about them in all honesty.” Withheld

Brand: Toggi Stocked for: Four months

Rating: 8/10 RRP: £79.90

Brand: Legacy Stocked for: Several years Rating: 9/10 RRP: £22.95


We sell quite a few of these as we’re a small store close to a riding school. As many of our customers only ride once a week, these pull on jods are very popular. The stockist is easy to work with and for a basic product they’re great. They’re also very cheap.” Kim Clough Barling Tack shop

To tell us about your top selling product email:


Equestrian Business Monthly | Oct 2012



If you have a new website and would like to feature on these pages then email:


Equestrian Business Monthly speaks to those who have recently improved their online facilities to find out exactly how.




Launch date: August

Launch date: August

Launch date: May

What’s new about it? The Jockeys Employment & Training Scheme (JETS) website has complete mobile functionality, integration with JETS social media, particular focus on case studies of individual jockey stories and how they have made the move into other careers following race riding, at-a-glance reasons why employers should think about employing former jockeys and how to go about it. It also has dvd clips for both employers and jockeys.

What’s new about it? As well as the site being given a more modern look and feel to it, Equine Products has worked closely with r//evolution marketing to develop a site and social media strategy that will increase interaction and communication with customers. The site has been integrated with new Facebook and Twitter feeds, which will be continually updated bringing visitors the latest news and information on products and sponsored riders.

What’s new about it? It has been totally redesigned in every respect and now presents a vibrant visual experience enhanced with top quality images. It offers a rich multi media experience and lots of interactive content.

How will the new site benefit the end user more so than before? It is far easier to navigate around. There is a clear explanation of how both jockeys and potential employers in (and outside) the equestrian industry work. The site encourages users to visit the website more frequently to find new training and employment opportunities and see what others are doing. Which areas have been developed? The imagery, case studies and video clips have all been developed. SECRET SURFER: Visually the site works well. The drop downs are extensive and the pages easy to navigate around. The ‘jockey stories’ are a good use of content and work well. Social media links and an active Twitter feed are displayed on the home page.

How will the new site benefit the end user more so than before? Customer service is key to the business and there is always someone at the end of the phone to offer advice on the right products for a customer’s horse. The new website and the social media strategy will enhance the communication channels with the direct users. Visitors can now find out more about the products and the business as well as take part in online giveaways. Which areas have been developed? The social media has been developed, a new ezone has been launched which visitors can sign up to, the product pages have been redesigned and have more information and there is a news section and a sponsored riders area. SECRET SURFER: The option to view the product range is displayed clearly in a tab at the top of the page, which clicks through to additional information, including daily feeding instructions.

How will the new site benefit the end user more so than before? The content now includes comprehensive grass and grazing management tips. The product information is supported by an easy-to-use stockist locator section and there is a simple interface for those customers who need to purchase direct. Regular news updates, including informative video content and features, ensure visitors will want to return again and again. Which areas have been developed? The site is entirely new and offers a cutting edge online experience, with clear, well-written and detailed product information, news and video interviews with wide-ranging appeal, a very efficient stockist locator, free-to-enter competitions and a ‘quality’ presentation incorporating both graphics and photography. SECRET SURFER: The page is striking and works well with the contrast of green and white. Contact details are visible on the ‘home’ page as is additional information such as grassland management and analysis.

Oct 2012 | Equestrian Business Monthly


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Equestrian Business Monthly | Oct 2012

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EBM October issue  

October issue equestrian trade

EBM October issue  

October issue equestrian trade