etn - equestrian trade news - july 2011

July 2011Volume 35, No 7 Monthly

BEDDING TOBUST THE DUST

A/W clothing arrives in style

RIPE FORTHE PICKING

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

Eque

stri

anTr

ade

New

s

First BETA Feed Industry

Conference report

What’s On: trade diary

PLUS

RUGSON SHOWAre you ready forthe new season?

EQUESTRIAN TRADE NEWS JULY 2011 3www.equestriantradenews.com

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

IT’S raining as I write, but the drought – which Defra took anaeon to acknowledge - has already stunted the growth ofgrass and cereal crops in much of England.

Now everyone’s waiting to see what the weather will donext. Even a brilliant, dry hay and straw harvest won’t savethe day entirely because, although the quality will be good,the quantity available won’t be.

It’s a standing joke that farmers are always moaning; thisyear they really have had something to moan about. Andwhen they start forking out for equine quality ex-farm straw,horse owners will be joining them. Fortunately there areplenty of alternative - and cleaner – bedding productsavailable as featured in this issue of ETN.

Grain prices, and the knock-on effect on feed and strawcosts, were a big talking point at the first BETA Feed IndustryConference. But if you imagined this might be anothermoaning opportunity, nothing could be further from the truthat what was a really upbeat event.

The big names in the feed industry were there, workingtogether with their trade association to understand newlegislation and labelling requirements and how best to servetheir retail and end user customers.

This was BETA at its very best. Roll on the 2012 edition.

FAR be it from me to turn into a bunny hugging, naturalhorsemanship, Parelli practising, barefoot fanatic, but.... howdifferent might things be if horses made a noise when theyfelt pain?

Like a dog that yelps when you accidentally stand on itspaw, what if a horse did the same when a girth pinched, or itsquealed when a bit cut into its tongue.

Badly fitting tack is one of the most common causes ofinadvertent and unnecessary discomfort which sometimesborders on cruelty. Unless their owners correctly interpret thewarning signs such a flattened ears or nipping teeth, howsad that some horses must suffer in silence.

WHILE reporting a profits hike of 13% to £714m in the lastfinancial year, Marks and Spencer has admitted that itsstores’ layouts have been in need of a revamp to improve theshopping experience.

The brilliantly job-titled 'director of space' Neil Hyland hasbeen appointed to oversee the process. Well, that’s a luxuryonly a high street giant can afford. But every retailer canbenefit from sparing a few moments to be ‘director of space’.

Liz Benwell

CONTENTS JULY 2011

Comment NEWS .......................................................4

LETTERS .................................................12

PEOPLE...................................................13

BETA FEED CONFERENCEReport from the inaugural event ....................14

PRODUCT NEWS ......................................16

BEDDING FEATUREHow Bedmax busted the dust ........................18Mind that muckheap....................................20Product Gallery..........................................22

DOGS AT WORKCanine chums in the trade ............................25

FOUR DECADES OF FEEDGWF celebrates its 40th anniversary................26

BETA MEMBERS’ PAGE ............................28

VIEW FROM AMERICAShould John Nunn keep the day job ................29

SPONSORS ..............................................30

AUTUMN/WINTER 2011/12How to sell footwear ...................................31Product Gallery..........................................32

LEGAL EAGLEThe cost of agents ......................................36

WHAT’S ONTrade diary ...............................................37

RUGS FEATUREBetter merchandising .................................38Product Gallery..........................................39What to stock ............................................40

HI-VIZ FEATURENews and products .....................................41

SADDLERY MATTERSKen Lyndon Dykes’ clients get a reality check ...44

COUNTY COURT JUDGMENTS ....................46

Our front cover shows the Amigo Mio Stable Sheet fromHorseware Ireland. An example of a good quality rug at afantastic price, this super stable sheet is 100% polyester andincorporates a moisture management system. It’s a classic,original shaped rug with a silky shoulder lining, sold in packsof five or individually. Sizes are 5’6” to 7’; colour is navy/red.

4 JULY 2011 EQUESTRIAN TRADE NEWS www.equestriantradenews.com

Aerborn ............................................................................16Airowear...........................................................................41Arden Wood Shavings .......................................................20Asmar Equestrian ................................................................7Bedmax ....................................................................17 & 19Bedwell Horse Bedding......................................................22BETA International .............................................................27British Horse Feeds ............................................................14Buffera Ltd ........................................................................35Carrots..............................................................................31Classified ..........................................................................45Countryfayre .....................................................................24Davies & Co/Black Mat Co..................................................24Equetech...........................................................................34Equisafety .........................................................................43Faulks & Co.......................................................................21Finest Brands International ..............................................OBCFyna-Lite ...........................................................................23Gallop Equestrian Ltd........................................................IFCGumbies ...........................................................................34GWF Nutrition.....................................................................9Horka..................................................................................6Horse & Country TV ...........................................................10Kanyon Outdoor...............................................................IBCPegasus/Nedz Beds ...........................................................23Pfizer Animal Health Ltd.....................................................13PolyPads ...........................................................................41Sante Franglais..................................................................15Shires Equestrian Products .................................................11Sherwood Forest Ltd..........................................................33South Essex Insurance Brokers .............................................5Spillers..............................................................................15SPOGA Horse ......................................................................8Tagg Equestrian.................................................................39Trailblazers ........................................................................12Tuffa .................................................................................35Unibed..............................................................................20Wood Treatment Ltd ..........................................................22Worklite ............................................................................32Web Directory ...................................................................46www.britishequestriandirectory.com...................................30Zennar/Rockfish.................................................................42

ADVERT INDEX

Equestrian Trade NewsStockeld Park,Wetherby,West Yorkshire LS22 4AWTel: 01937 582111Fax: 01937 582778 – SalesEmail: sales @equestriantradenews.comWebsite: www.equestriantradenews.com

Publisher:Equestrian Management Consultants Ltd

Editor:Liz BenwellEmail: [email protected]: 0845 6185007

Advertising Sales:Nicki LewisEmail: [email protected]: 01937 582111Fax: 01937 582778

Advertising Copy:Nicki LewisEmail: [email protected]: 01937 582111

SubscriptionsDistributed on a controlled-circulation basis to theretail trade. Paid-for annual subscriptions are £39.95(UK), £73.00 (Europe), £86.00 (rest of the world).

The magazine is independent of all groups. Editorialviews expressed in ETN are not necessarily the officialview of any organisation or group.

Copyright:All material is copyright Equestrian ManagementConsultants Ltd.

Design & Print:G.H. Smith & Son,Market Place, Easingwold,North YorkshireYO61 3ABTel: 01347 821329Fax: 01347 822576Email: [email protected]: www.ghsmith.com

ISSN 1462-9526

BUDGET supermarket Aldi introduced arange of “affordable” high visibilityequestrian products on 26 June. ETNunderstands it is being supplied byEquisafety.

The collection, which meets relevantBritish and European standards, includesitems for horse and rider (pictured). It willbe sold at Aldi stores throughout the UK.

The hi-viz range is being sold aseconomically priced packs. • More on high visibility gear on page 41.

Aldi launchesequestrian hi-viz

AS the wheat, oats and barley harvests lookset to be down in drought-affected areas ofEngland, the sugar beet crop appears to beholding up well.

“It’s too early to make precise comments,but our suppliers are reporting that the croplooks OK at present, although it will start tosuffer if we don’t see more rain,” said SimonParker at British Horse Feeds, manufacturerof Speedi-Beet.

Plantings of sugar beet, an importantingredient in some compound feeds as wellas specialist sugar beet products, arereportedly down by around 5%. That equatesto 20,000 tonnes of beet pulp, according toSimon.

“This could be made up by imports,although Europe has also had a very dry runof weather and it remains to be seen whatimpact this will have on the overall market.

“With our buying power, we will do ourbest to make sure our customers get thebest deal possible.”• The lucerne or alfalfa harvest was well

underway last month. One major producertold ETN that the unseasonably warmSpring weather had caused the crop to beready for harvest rather sooner than usual,causing an over-supply rather than thedesired gradual cropping pattern.

Can sugar beet save the day?

The UK sugar beetcrop looks OK.Clockwise from left,beet shreds, Speedi-Beet, beet pellets.

Woof Wear is the latest equestrian company tosign up to Shopatron.The online shopping site directs orders fromsuppliers’ or brands’ websites to consumers’closest stocking retailers for fulfilment. Frank Baines Saddlery, E. Jeffries andHorseware Ireland have been signed up forsome time; while Shopatron is well establishedwith equestrian brands in the US.

“We started with Shopatron because wewanted to increase sales for our retailernetwork,” said Stella Harlinghausen of WoofWear which specialises in equine protectiveboots.

“It’s especially beneficial for retailers whodon’t have their own website. It also givesindividual consumers the opportunity to seeand buy all our products in one placeregardless of their location.

“We had retailers signing up immediatelyand people buying off our website very soonafter it was launched, so we’re very pleasedwith how it has taken off.”

Speaking from Shopatron’s UK base inSwindon, Ben Greenaway confirmed that “atleast two more major UK equestrian companiesare shortly to come on board.”

“Shopatron gives everybody, includingretailers, a better feeling about trading online.It rewards retailers who hold stock and enablesthem to test products they may never havestocked before,” said Ben.

Retailers signed up to the scheme are able toview data to see which products have beenselling well – and where they have been selling.

Founded in 2001, Shopatron works withalmost 1,000 brands and 12,000 retail partnersacross 35 industries.

More suppliers signup to Shopatron

Horse & Country TV picked up the prize for BestSpecialist Channel at last month’s BroadcastDigital Awards in London.The awards, hosted by comedian and TV presenterRussell Kane, celebrate the best content anddelivery from UK digital broadcasters. Otherwinners to join Horse & Country TV on the roll ofhonour included ITV2 and BBC Four.

Horse & Country TV’s entry focused onadvertising initiatives such as Stud Break[dedicated ad breaks for stallion owners and studfarms] and the online strategy where 59,000Facebook friends interact with the channel

Heather Killen, Horse & Country TV’s chairman,said of the award: “It’s a testament to the effortsof the team who have worked so hard over thepast two years to give the equestrian sector thechannel it deserves.”• The Broadcasters’ Audience Research Board(BARB) Quarterly Channel Reach report for thefirst quarter of 2011 showed that Horse & CountryTV’s average monthly reach [the total number ofunique individuals who watched the channelduring the period] was 588,000.While across thequarter as a whole, 1,149,000 people tuned in - a20.5% increase on the same period last year.

H&C TV wins big-namebroadcast award

Pictured, from left, host Russell Kane and judgeMartin Trickey (head of cross platform productionat the BBC), Richard Burdett (commercial directorof Horse & Country TV) and Jonathan Rippon(Horse & Country TV head of programming).

www.equestriantradenews.com

A CHARMING photograph ofThe Queen riding with two ofher grandchildren graced thenational press on the eve ofRoyal Windsor Horse Show.

“Queen Elizabeth II ridesin Windsor Great Park withher two youngestgrandchildren, James,Viscount Severn (three) andLady Louise Windsor(seven),” was the caption.

What readers of The Times, The Daily Telegraph,The Express and The Daily Mail – plus that week’sHello magazine – also saw was that Lady Louisewas wearing a body protector; a Reiver 010 byAirowear (pictured), to be precise.

“Our next project is to upgrade Lady Louise to aJunior Outlyne,” said Airowear’s marketingmanager Chrissie Beattie whose company presscuttings file has swelled considerably following suchhigh profile coverage.

Lady Louise was a bridesmaid at the RoyalWedding in April. She is the elder child of PrinceEdward, Earl of Wessex, and Sophie, Countess ofWessex and ninth in line to the throne.

Young royalchooses Airowearbody protector

DRESSING inappropriately is the most common jobinterview mistake, according to a survey by officedesign company Maris Interiors.

Three quarters of managers surveyed said thatcandidates ‘frequently harmed their chances atinterview’ by poor dress, also citing lack ofpreparation and an arrogant attitude as commonfailures.

More surprisingly, 13% of managers said they hadexperienced an interviewee either answering aphone call or replying to a text message; and 5% saidthey had suspected a candidate of being drunk.

More extreme mistakes made during interviewsincluded one candidate showing off his scar [thesurvey didn’t record where], one repeatedly callingthe interviewer ‘Mum’, and another filing herfingernails throughout. A manager recruiting for asocial media strategist was surprised when onecandidate announced they were live-tweeting theinterview. He didn’t get the job.

How (not) to get that job

NEW legislation is set to help firms protect theirintellectual property rights by taking legal actionagainst copiers.

Its main feature is the introduction of adamages cap of £500,000 for claims made in thePatents County Court (PCC).

This simpler legal framework meanscompanies claiming damages up to that amountare less likely to face a considerably moreexpensive trip to the High Court.

Pressure group Anti Copying In Design haswelcomed The Patents County Court (FinancialLimit) Order 2011 which clarifies which disputescan be heard in the PCC and which should go tothe High Court.

In practice, this means that if a legal case isworth less than £500,000 there is more certaintyabout the levels of financial risk.

However, ACID would like to see easier accessto intellectual property protection for small firms.Dids Macdonald, its CEO, said “We also need afast track intellectual property small claims courtfor micro enterprises who form the majoritymass within the creative industries, and who willstill find it prohibitively expensive to take legalaction.

“We are cautiously optimistic towards thispositive first step by a Government which appearsto be serious about providing access to more costand time effective justice in order for SMEs toenforce their intellectual property rights."

To date, ACID accredited law firms haveachieved more than £3million in costs anddamages in over 450 settlements. Contact tel0845 6443617 or visit www.acid.uk.com

Law makes it easierto sue copiers


AT a time when many in the tradefeel that maintaining the numberof people who ride is crucial tosustaining sales, the NationalRiding Festival has been put “onhold.”

The Festival, originally aBritish Equestrian TradeAssociation (BETA) initiativedesigned to promote riding on thepremise that more riders equalsmore customers, was handedover to the Countryside AllianceFoundation (CAF) last March[2010].

The CAF was also gifted theFestival’s assets including Triggerthe mechanical horse, the nameand goodwill. Under theagreement, the CAF was tocontinue promoting riding. At thetime CAF chairman Roger Wilsonsaid “the Festival has found anatural home” and announcedthat the next Festival wasscheduled for this year [2011].

However, when ETN contactedthe CAF last month [May], pressofficer Tracey Casstles said:“There’s no activity at themoment, it’s under review and onhold.

“We lost a member of staff whowas going to head it up. It’s a bittricky at the moment, but we’ll letyou know as soon as we knowwhat’s happening.”

Asked if the Festival wouldcontinue to involve BETA, theriding school organisations andcompetitive disciplines’ governingbodies as previously, Ms Casstlessaid she hoped so.

“The Riding Festival was anexcellent vehicle for promotingriding. It united many of theequestrian industry’s constituentbodies in following a commongoal of increasing rider numbers,which is so vital to the ongoinghealth and growth of theindustry,” said Claire Williams,executive director of BETA.

“I hope that the CAF is able torealise the Festival’s truepotential in the future and BETAwould welcome the chance to beinvolved once again.”

The Festival was established in1999 as a not-for-profit company,the National Riding Festival 2000Ltd, which was dissolved when itwas handed over to the CAF.Sponsors included Jeep (1999 –2003) and Petplan (2006 – 2008).The lack of a main sponsor wascited as among the reasons for itschange of ownership in 2010.

In its heyday, the Festivalprompted an annual 33 televisionslots, 163 radio pieces and 44national press articles promotingriding. 30,000 people rodeTrigger.

National Riding Festival “on hold”

THE Association of BritishRiding Schools (ABRS) andDJ Murphy Publishers haveannounced the launch ofLet’s Ride! -a nationwidecampaign to get morepeople in the saddle.

The scheme offers newriders £5 off the price of alesson at any participatingABRS approved ridingschool with a voucher from PONY, Horse&Rider or PonyPals magazines.

The three magazines which, according to the publisher, account for58% of monthly equestrian magazines sold on the newsstand, are alsoincentivising their readers with a free lesson for every four new ridersintroduced to the sport.

The scheme is supported by hat manufacturer Champion, who will beawarding the school that returns the most vouchers with £1,000 worth ofjunior jockey helmets. Games and gift label Filly Princess will reward theyoungest group of riders.

Let’s Ride is supported by Champion sponsored riders, Pippa Funnell,Lucinda Fredericks and Piggy French too.

“Riding is not just a unique sport involving another living being, it is avery enjoyable way of taking physical exercise and it can be extremelysocial and good fun,” said Pippa. To find out more at www.letsride2011.co.uk

...Meanwhile, publisher launchesLet’s Ride campaign

SIMON Mapletoft (right), who created Equestrian Lifemagazine before selling the regional title in the 1990s, isbehind a new equestrian website for Derbyshire,Nottinghamshire, Lincolnshire and Leicestershire.

eastmidlandsrider.com will concentrate on news andinformation about East Midlands equestrian events forlocal riders. "It's rich with well written, up-to-the-minuteeditorials, useful information and fantastic competitions,” said Simon.

Access to the site will be free for the first few months, after whichsubscriptions will be offered for an annual one-off fee.

Website targets East Midlands

FIVE years after it was launched to provide a news, images anddebating platform for the eventing community, the EventingWorldwide website has closed.

Founder Hilary Manners has blamed password sharing for afunding shortfall. “We believe that around three times more peoplewere viewing than had paid subscriptions,” she said.

A subscription to Eventing Worldwide, for entitlement to view thesite’s image galleries, top rider blogs, articles and advice features,cost £12.50 per quarter. Hilary was in the process of refunding partsubscriptions when ETN contacted her.

“I’m devastated but [financially] it was barely washing its face.For some reason, people think that when something is on theinternet, it should be free,” she said.

Eventing Worldwide, which remains open to view until the end ofthe year, saw its final update after Bramham last month. Hilarysays she’s “open to offers of interest.” She can be contacted on01400 250472.

Eventing Worldwide closes


SADDLERY company E. Jeffries is reminding retailersthat one and one eighth inch stirrup leathers arethe most suitable width for general ridingactivities.

The traditional seven eighths or one inchwidths may no longer be sufficiently substantial,particularly for adults, says the company. This is becausetoday’s hides (used to make stirrup leathers) are from animalsslaughtered at a younger age (under 30 months) due to regulationsfollowing the BSE scare.

E. Jeffries’ ‘super quality’ leathers are one and one eight inchwide – and of sufficient strength to resist stretching. It’srecommended that the left and right stirrup leathers are regularlyalternated to even up strain imposed during mounting.

Stirrup leather warning

THE British Equestrian TradeAssociation (BETA) is set to bepresenting sponsor of the Festivalof British Eventing for the sixthconsecutive year.

The sponsorship puts BETAbefore an audience of more than50,000 visitors who will flock toGatcombe Park, Gloucestershire,from 5 to 7 August, for three daysof competition, including theBritish Open, the Intermediateand Novice Championships, andthe BETA sponsored Pony ClubTeam Show JumpingChampionships.

The trade association willmaintain a high-profile presenceat the event with an informationstand (pictured) where its teamwill promote BETA’s work andinvite riders to bring their hatsand body protectors along for asafety check.

The BETA Trade Pavilion –packed with BETA-member tradestands – will host RoboCob, themechanical horse that allowsriders and non-riders to try outtheir skills in the saddle.

BETA will be repeating its prizedraw in which visitors could win ahamper of horse-and-riderequipment worth £2,000, as wellas handing out goodie bags.Member companies are invited toparticipate.

BETA also hosts Gatcombe’sannual tradestand holders’breakfast where winners of theBETA Best Stand Awards will beannounced.

“We are extremely pleased tobe sponsoring Gatcombe foranother year,” said BETAexecutive director Claire Williams.“Visitors come from all over thecountry and all walks of life, butthey each share a passion forequestrian pursuits.

“Our involvement with the eventprovides us with a wonderfulopportunity to meet people whoare both knowledgeable and keento find out just how BETA can helpthem.”

Event director Tim Hensonadded: “We are proud to haveBETA working with us as part ofour team for another year and Icannot speak highly enough of theorganisation and the peopleinvolved. They work hard, areextremely enthusiastic about theevent and put a lot of effort into it,which is why our relationship is sosuccessful.

“BETA brings a great deal toequestrianism, particularly ridersafety – and the presentingsponsorship of the Festival ofBritish Eventing is yet anotherway that the association givessomething back to the sport.”

Six of the best for BETAat Gatcombe


NEWS IN BRIEF• HRH The Prince of Walesand HRH The Duchess ofCornwall are to visit the GreatYorkshire Show onWednesday 13 July. ThePrince of Wales is Patron ofthe Yorkshire AgriculturalSociety which organises theevent.

• GRAZING muzzles can reduce pasture intake of ponies by morethan 80%, according to new research presented at the Equine ScienceSociety Symposium in Nashshville, USA last month. Delegates alsoheard that ponies on restricted turnout may adapt their grazingbehaviour to eat more in a short time span. The new research showsthat the use of a grazing muzzle could be a much more effective andreliable solution if used appropriately.

• BETFRED, the British Equestrian Federation’s (BEF) ResearchingEquines Database (www.befred.org), has just uploaded its 2,000 item.Anyone can access the research for free. It ranges from work carriedout by undergraduates to PhDs; the status attained by each project(whether it has been peer reviewed or not) is always made clear.Research topics include equine anatomy, health, breeding, tack andnutrition – some related to generic groups of products such asbedding.

• KM Elite Products is promoting its new website as “the one stopshop for any horse owner.” It features special summer offers plusfree postage and packing on orders over £50.

• The sixth annual Equetech Canter for a Cure sponsored ride raisedmore than £15,000 for Cancer and Bio Detection Dogs research, thecharity dedicated to training dogs in the detection and recognition ofhuman disease by odour. Currently, Equetech is donating £1 for everyRed Grizzle fleece sold.

• Engaging a PR company has paid off for The Pure Feed Companywhich now has nearly 5,000 fans on its Facebook page, a growingfollowing on Twitter, a new brochure and is about to launch a newwebsite. “We asked Jenny Doran of Halcyon Days to help get ourmessage out and to get our brand in front of as many potential clientsas we could,” said managing director Robert Fowler.

• SCATS Country Stores at Marden, Kent, was due to close on 14 June.

• Are too many farriers being trained? Writing in Forge magazinelast month, Thomas Dale from Guildford, Surrey, said the number ofregistered farriers had reached saturation point at a time when thenumber of horses in work [and therefore needing shoeing] wasdiminishing. “It’s madness to keep churning out more farriers – theyare being trained for future unemployment,” he wrote in the farriers’trade journal.

• Dr Keith Foster, of Fine Fettle Feed, has published a paper How tohelp a horse run faster which is available to download atwww.finefettlefeed.com The study gives an insight into the physics ofequine movement and the bio-chemistry involved.

TRACEY Thompson, owner of Newark, Notts based Chukka CoveSaddlery, has opened a second store at Bingham near Nottingham.

The new shop, Vale Saddlery, is on the site of the former SheltonHouse Saddlery which closed more than a year ago. The two businessesare completely unconnected.

“There was a real gap in the area,” said Tracey. “It’s a big hunting areaand a very horsey one. At Vale Saddlery, we’ve a fair bit of stock withsome different lines in clothing and boots from Chukka Cove. We’re justtaken on Shires and HKM which is exciting.”

New shop opens in Notts

NEWS IN BRIEF

• West Sussex based stables manufacturer Redmire Stables &Buildings Ltd has gone into liquidation. A creditors’ meeting washeld on 31 May. The liquidator is RSM Tenon, Eastleigh, Hants.

• Clothing and gift retailer Horses with Attitude is sponsoring thenew Young Equestrian Leaders Award (YELA) developed by Riding forthe Disabled (RDA) and launched at the Royal Windsor Horse Show.The scheme recognises young people who volunteer with a BritishEquestrian Federation (BEF) member body, such as the RDA, and isopen to young people aged 13-25.

• HOOF, the Olympic legacy project of the British EquestrianFederation (BEF), has invested £25,000 of capital funding into anarena roof for Mount Mascal Stables, a London riding school.

• GREEN lipped mussel supplement specialistMaxavita is supporting the World Horse Welfareequine charity by donating 25p from the sale (toend users) of every promotional tub branded witha special sticker until November. MaxaFlex,MaxaCalm, MaxaBreathe, MaxaHoof, MaxaBioticand MaxaPower are included in the promotion.

• THE equine training aid EquiAmi has been granted a full patent inthe USA. The product from the Shropshire based company already hasa UK patent.

• WHOLESALER Abbey England is sponsoring the Arts & Craftscompetitions which form part of the Riding for the Disabled (RDA)national championships at Hartpury College in 9/10 July.

EQUINE Natural Choice Ltd t/a Lenrys has moved into biggerpremises.

Equine Natural Choice acquired Lenrys, and with it the Horsewiseand Petwise brands, five years ago and moved the company fromNorfolk to Buckingham.

“Due to expansion, we have now moved into bigger premises inLincolnshire,” said Karen Smith of the company. “We supply thetrade; wholesalers and retailers and also export to France, Swedenand Ireland.”

The new contact details are Bleak House Farm, Dawsmere Road,Gedney Drove End, Spalding, PE12 9NW. Tel 01406 550590.

Moving and growing

FRIENDS, family and colleaguesgathered to celebrate saddlerFrank White’s 90th birthday lastmonth. Far from being retired,the indefatigable Frank still runshis workshop business in Surrey.

Frank started his training tobecome a Society of MasterSaddlers (SMS) qualified saddlerwhile in the Royal Army OrdnanceCorps (RAOC) in 1942. After theSecond World War, he returnedhome to Shere in Surrey to start asaddlers’ workshop business. Hewent on to train severalapprentices too.

In 2005, Frank was awardedthe Fellowship of the SMS. He’spictured (centre) at his birthdayparty with two other SMSFellows, Julia Forsyth and NeilMcCarraher.

Saddler celebrates 90th birthday

WHILE online sales continue tocompete well with bricks-and-mortar shops, a survey has calledinto question the effectiveness ofsocial media to retailers.

Sixty-two percent of onlineretailers say their return oninvestment (ROI) is either unaffectedby the likes of Facebook and Twitteror that the benefits remain unclear,according to Forrester Research‘state of online retailing’ survey,released last month to the NationalRetail Federation in America.

Although the online retailers wereunderwhelmed by the results of theirmarketing efforts on socialnetworking sites, they did notebenefits such as building brandawareness and improving customerservice.

So what does work?A whopping 90% of online retailerssaid search-engine marketing wasthe most effective source ofacquiring customers. 49% pointed toaffiliate marketing or payingcommission for referred business.

Email marketing and having asocial network presence such as

Facebook each garnered 18%. Tenpercent indicated that direct mailand sweepstakes were a help,whereas seven percent cited offlineadvertising and remarketing ie.targeting website visitors who havepreviously visited your site.

Just one percent saidmicroblogging ie. Twitter helpedthem find customers.

The survey’s analysts concludedthat online retailers see socialmarketing strategies asexperimental. 82% are pursuingthem simply to learn more aboutwhat they can do. 61% see theprimary ROI from social marketingas “listening to and betterunderstanding our customers,"while 52% are participating becausethey don’t want to be left behind.

Another 45% cite the “tremendousbuzz” about social networking, and37% say they’re participatingbecause it’s inexpensive to do so.

Online retailers in the US reaped$176 billion in sales last year, an11% increase over 2009. • For more on internet marketing,

see our media feature started on page 22.

Search engines steam ahead of tweets

AMTRA has confirmed that itsaccredited features which appearregularly in ETN are to be worthtwo CPD points each, double theircurrent worth of one point.

The awarding of CPD points issubject to submission of thecorrect answers to the quiz thataccompanies each article.

SQPs (suitably qualifiedpersons) need to earn CPD (continuing professional development)points in order to maintain their status as prescribers of certainanimal medicines such as equine wormers and some licensedsmall animal product.

Launched almost 12 months ago, ETN’s CPD features have metwith an enthusiastic response from the trade – especially thoseworking in far-flung locations who find it hard to attend CPD events.

Kim Skinner, of Skinners Shop on the Scottish Isle of Tiree toldETN: “I’ve found them to be really interesting reading, yetpresented at a level that’s easy to understand. It’s so important tokeep up-to-date [as an SQP] especially when you’re not based onthe mainland.”

Skinners Shop sells predominantly cattle and sheep products,plus agricultural equipment and clothing to the local croftingcommunity. However, Kim says there’s a burgeoning equine marketon Tiree.

“There are about 800 people living here, with many visitorsduring the summer. More people are coming to live here too, andmany of them want to have a pony or two.”

Earn extra CPD points with ETN– island retailer among those to benefit


ETN welcomes letters to the editor. Please write to The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or [email protected] Correspondents are asked to supply their nameand business name; requests to publish letters with name withheld will be consideredindividually. Please note that letters may be edited for reasons of space and clarity.

Dear ETN,

I’d like to welcome Simon Middleton and Ed Vant to the world of the retailer.

[The managing directors of Zebra Products and Westgate EFI respectively

have told ETN about the difficulties of disposing of end-of-line product.]

Balancing supply with demand is a challenge we all face. What and how

much to buy are more or less everyday decisions for retailers.

The challenge is managing the life-cycle of the product, something of

which, in theory at least, the manufacturer/distributer should have a longer

view than the retailer - and therefore a better opportunity to be proactive.

Discounting stock at the bitter end should be the last resort.

I guess one reason many retailers are reluctant to take end-of-line stock,

even at a hefty discount, is that we operate in a niche market which is not

high volume. If you sell an end-of-line product to a customer for half the

price, it doesn’t mean the money they save will be spent with you, or indeed

in the sector. While the margin percentage may be the same, we would have to sell

twice as much product to achieve the same total margin; difficult in a good

market, probably a challenge too far in the current climate.

The way forward is better communication between suppliers and retailers,

with more effort in the middle of the product life-cycle in terms of advertising

(national by supplier, local by retailer), merchandising and in-store promotion

to drive product sales before it becomes ‘end-of-line’ in the normal sense.

There is obviously a cost to this; however this is likely to be marginal

compared with discounting, especially if a retailer has stock in hand for

which they have paid full price. On the subject of business models, I also believe that the

manufacturers’/distributers’ pigeons are likely to come home to roost if their

business models continue to impact upon the trade. In their desperation to

stay afloat by chasing every sale, supplying ‘back room internet retailers’ and

‘spare stable retailers’ while also falling over themselves to supply the farmer

co-op type businesses, they are contributing to the spiral of decline.

Why? Because we operate in a relatively small, niche market. The back

room/part timers generally only use price cutting as their model. They may

not sell massive volumes, but with many customers researching online

before they shop, they do colour the customer’s judgement as to price and

value. The farmer co-op type business model also tends to be price driven. They

are professional; slow moving lines do not have a place in their business

model and, like it or not, if you lose the ‘bread and butter’ business from the

specialist shops to the businesses above, it does have a significant impact

on their viability. My guess is that most manufacturers/distributers cover their overheads

with core lines, profit coming from the peripheral products. Fewer specialist

retailers will reduce the volume of these peripheral products, (as well as

customer choice) because the others are not generally prepared to carry the

stock. This will leave even less opportunity for profitability in the supply

chain. Add this to the trade’s tendency to want to play in each other’s sandpit,

producing to a price and, what seems to me at least, a downward spiral of

quality and value, and the industry’s future looks more pessimistic than

optimistic.I suggest the solution is a recognition that profitable, well run and

stocked, specialist shops, working with the supply chain to deliver quality

products at value for money prices, with excellent product knowledge and a

genuinely good customer experience, will lead to the long term viability of

the industry. The current modus operandi will only deliver more of the same.

Yours etc

Steve Fennell, The Paddock Pantry, Sturminster Newton, Dorset

Stock clearance: a retailer’s view

NATURAL Animal Feeds (NAF) isthe new sponsor of HartpuryInternational Horse Trials whichtakes place at theGloucestershire college nextmonth (11-14 August).

What’s now known as the NAFFive Star International HartpuryHorse Trials runs competitions upto three-star level. "We areprivileged to have NAF as titlesponsor,” said director JanetPlant.

The event has a trade standvillage adjacent to the dressageand show jumping arenas. Morethan 300 competitive entries are

expected – plus ahost of spectatorsand shoppers.

Car parking,admission tounder 10s andeveryone on theWednesday to Friday is free.Entrance on Saturday and Sundayis £10 per person.

“So many eventing competitorsare loyal users of our products,

and this sponsorship gives usan opportunity to show ourappreciation and to support thosewho support us,” said TraceyLloyd, NAF sponsorship manager

NAF sponsors international eventing

THE Shop and Display Equipment Association (sdea) is offering ETNreaders a free copy (worth £10) of its newly published retail displaydirectory.

The book is packed with contacts for shopfittings, signage, point ofsale ideas and visual merchandising products and services.

The sdea has also included a collection of this year’s moststimulating retail concepts, from Joules new London store to the ten-floor Hyundai department store in Korea.

Claim your copy by calling sdea on 01883 348911 or [email protected]

Claim your free retail display directory

• Tom Blacklock has joined Virbac AnimalHealth, manufacturer of Equimax and Eraquellwormers, as equine brand manager. He takesover from Callum Blair who has become seniorveterinary adviser to the company. From a Dorset farming family, Tom is a naturalsciences graduate and moves to Virbac fromRoche, where he worked in medical sales -latterly as product manager for Tamiflu. He was due to be married at the end of lastmonth (June).

• Becky James has beenpromoted to director atPropress Equine Haygain. Shejoined the hay steamerspecialist three years ago.While studying for a mastersdegree in equine science at TheRoyal Agricultural College inCirencester, Becky conductedfield trials on steaming hay andsays it’s transformed the wayhorses are fed.

• Redpin Publishing, the namebehind Ridgeway Rider, All Horse,South East Rider, East Anglia Rider,Welsh Rider and Equestrian Plus, hasappointed Fiona Townsend to itseditorial team. A horse owner with a masters degree inequine science from Aberystwyth University, Fiona previouslyworked for Intelligent Worming and the Welsh Assembly.

The position was advertised with www.equine-careers.co.ukwhich Redpin director Sara Haines says produced “a hugeresponse.” She added: “We are delighted that Fiona has decidedto join Redpin. We continually strive to offer our clients the verybest service and now we are able to add technical and scientificdimensions to our editorial team."

• Monty Roberts, pictured withMartin Clunes at BETA International2011, was made an honorarymember of the Royal VictorianOrder for services to the RoyalFamily and horseracing in TheQueen’s birthday honours list. Ten-times champion Flat trainer HenryCecil was awarded a knighthood.

• Photographer Matthew Seed, whose image appearedon the front cover of ETN’s February 2011 issue, is ‘in’with Dragon’s Den star Deborah Meaden. Having seenMatthew’s work, horse lover Deborah asked if he woulddonate an equine photography session for a privateauction she was organising in aid of the NSPCC. “Iresisted the temptation to say those immortal words ‘I’mout’”, confessed Matthew. “Of course I was very happyto support such a wonderful charity.” • Paul Hurst has joined plus size

equestrian clothing company FullerFillies team in a creative role,overhauling the company’s website,handling photography and brochureproduction. The owner of Wibble, aTB x Shire, Paul has worked forretailers Robinsons and RideAway asphotographer and graphic designer.

• Michael Heyworth has taken on the agency forGallop Equestrian. He will be covering North Walesand the north of England from North Lincolnshireto the Scottish borders. Almost decade agoMichael worked for Eddie Palin Distribution andhas since become a self-employed agent withseveral equestrian clients including SmartGrooming, British Country Clothing and Horizonelectric fencing.

“Gallop Equestrian appealed to me because it’s a company withinnovative products that are just right for today’s market. They alsohave a positive attitude of offering very good customer service,” saidMichael who is based in Hebden Bridge, West Yorkshire. His tel no is07802 549376.

• Jenny Lightfoot has joined Blue Chip asmarketing co-ordinator while marketing managerLiz Sayfritz is on maternity leave. This is Jenny’s firstjob in the equine industry following her graduationin Equine Science from the University of Lincoln.

• Dylan Sharpe is the new head of mediarelations at the Countryside Alliance. He waspreviously head of press for the victorious NO to AVreferendum campaign and press officer for BorisJohnson on his 2008 London mayoral campaign.

T he feed industry isnotoriously competitive. Yeteven with a delegate listreading like who’s who in

the sector, the first BETA FeedIndustry Conference saw them putrivalries aside to concentrate onthe greater good.

As Chris Gordon, chairman ofthe British Equestrian TradeAssociation (BETA) FeedCommittee which organised theday, said: “We need to keep ourhouse in order to avoid havingmore legislation thrust upon us.”

This was very much an industryspecific day, the aim being toupdate feed manufacturers,distributors and retailers on currentlegislation. Time was also devotedto identifying future challengesand to providing networkingopportunities.

Complete copies ofpresentations, with accompanyingnotes, were made available todelegates. What follows are someof the headline topics.

Joseph Nicholas, of the AnimalFeed Unit at the Food StandardsAgency (FSA), put the emphasis onlegislation, labelling and marketingof feeds and supplements. Heurged manufacturers tocommunicate with the FSA,

particularly with regards toestablishing new “particularnutritional purposes [parnuts]” forhorse feeds.

He said he would also like to seemore “scientific substantiation” forsupplements. “We tend to seemore [unauthorised medicinal]claims for products made forhorses than, say, for livestock.”

Joseph also explained a new‘functional group’ of additivesknown as mycotoxin binders, andindicated that relaxation of therules relating genetically modified(GM) raw materials was unlikely.

New information presented byTrading Standards expert JeremyAdams included the requirementfor both names to appear on labelswhen a feed is manufactured byone company for another.

Pointing out that feed hygieneregulations cover all feedbusinesses – including retailers andtransporters - he said that the bestway to avoid enforcement visitswas to work with a PrimaryAuthority (PA) that best suits eachcompany’s needs. Sainsbury’s, forinstance, had chosen to work withOxfordshire Trading Standards.

“A PA will save the businessmoney by ensuring it complieswith regulations but without

overspending,” said Jeremy, addingthat a PA can overrule a localauthority.

He went on to urge theequestrian feed industry to selfregulate. In response to a questionfrom the floor about the increasedincidence of internet retailing offeed and supplements, he said: “Ifyou suspect [feed hygiene]

regulations are not being met,please bring it to our attention.

“We want to see a level playingfield. So if people are takingfinancial advantage, then we needto apply enforcement.”

Great anticipation surroundedthe pre-launch release of somestatistics from the forthcomingNational Equestrian Survey (NES).BETA commissions such researchapproximately every five years, withthe resulting NES being widelyadopted as the industry standardfor numbers of horse, riders andbreakdown of commercialequestrian activity in the UK.

Although the 2010 NES is duefor release later this year, NickTalbot of Sportswise - the companyBETA employs to undertake andanalyse the research, gavedelegates an overview of as yetunconfirmed findings.

Of particular interest to the feedindustry was an indicator that salesof ‘straights’ had increased andthat consumers were more activelyseeking money-saving promotions.

Brand analysis, in terms of marketshare and consumer perception,showed that the best knownmakes of compound feeds remainbest sellers with consumersdeclaring them to be“trustworthy”, “high performance”and “well presented.”

Following a poor early growingseason, delegates were keen to

hear from Robert Clegg,commercial director of MarsHorsecare, about the implicationsof the rising cost of raw materials.

“These are unprecedentedtimes. Wheat is currently at £200 atonne, maize is at an all-time high,the world population is up and40% of the US maize crop is beingconverted to ethanol for fuel,” washow his hard-hitting presentationbegan.

Robert went on to say thatmuch depended on theforthcoming harvest here - “weneed some rain in the UK andFrance” - and in the US: “We needa significant increase in yield tomeet predicted stocks-to-useratios. Supplies are already tight,so a good harvest is key.”

Market prices are influenced bychanging population, thedevelopment of Asia andconsumption patterns around theworld, he added. “We’re in a highcost price food environment. Evenpolitical stability can affect prices;while corn [maize] prices track


BETA unites industry atfirst feed conferenceLiz Benwell reports from the inauguralBETA Feed Industry Conference, held atStoneleigh on 25 May.

We see more [unauthorisedmedicinal] claims for productsmade for horses than for livestock.

Tim Morrisaddresses delegates.

those of crude oil.”Robert also looked at what he

called ‘niche’ crops such as oatsand lucerne for which forecasts are‘well down”, while oilseed rape,like maize was attractive forpower/fuel. “The sugar market hasgone up steeply too.”

In these uncertain times, he feltmanufacturers needed “goodrelations with key suppliers.” Asqueeze on hay and haylage alsolooked likely.

Robert concluded that “wheatisn’t going back to £100 a tonneand if we don’t get some rain

soon, these highs will not be theend of it – especially if anythinggoes wrong with the US grainharvest.”

Asked if GM might provide asolution to the ever growing globaldemand for food and subsequenthigh prices, Robert pointed to a“drift in the white meat [poultry]sector towards GM.”

Professor Tim Morris, a vet whoworked in the pharmaceuticalindustry before joining the BritishHorseracing Authority (BHA) asdirector of equine science andwelfare, gave delegates a glimpseof what goes on behind the sceneswith regards to the detection andavoidance of so-called ‘doping.’

He began by describing theUFAS BETA NOPS Code, developedto reduce the risk ofdisqualification [of winningracehorses] from naturallyoccurring prohibited substances, as“a stunning result for an industryscheme.”

Tim added: “The BHA can’tendorse products, so when peopleask ‘is my product suitable forracing’, there’s the NOPS scheme.NOPS has changed horse owners’and trainers’ attitudes.

“If BETA wanted to talk tomembers about a supplementsscheme, we would be pleased totalk about endorsement of thattoo. There’s a real opportunitythere for products and marketing.”

As well as opening manydelegates’ minds to theapproachability of the BHA and itsfairness in dealing with trainers’‘nutritional mishaps’, Tim warnedthat the Veterinary MedicinesDirectorate (VMD) was “tightening

up a lot more on claims or impliedclaims for treatment and whetherthis makes a product medicinal[hence needing a licence].”

The conference returned to thesubject of claims in a laterdiscussion, Joseph Nicholas fromthe FSA warning: “If you makeovert claims, you are likely to losethe use of those products.”

Tim Morris added that, inracing, “trainers are becoming alot more sceptical aboutsupplements.” There followeddiscussion about the differencebetween feeds and supplements

and potential blurring of the two.(According to legislation,supplements and feed are viewedto be in the same category ofcomplementary feeding stuffs.)

Back on the speaker’s podium, aBritish international endurancerider’s successful battle to clear hername after her horse failed a dopetest was related by her lawyerJames Pheasant of Burges Salmon.

Christine Yeoman was strippedof a competition win andsuspended by the FEI [internationalequestrian sport’s governing body]when ractopamine [“a pig growthpromoter banned in the EU andeven in China”] was found in herhorse’s system.

The source of the ractopaminewas eventually traced to acontaminated supplement“marketed as not containing anyprohibited substances andrecommended by Christine’s vet.”

James explained that under FEIrules, when an individual [rider]chooses to use a supplement, theybear responsibility. “The FEI saidthat a rider should discuss[concerns about a supplement]with the supplier. But it’sunrealistic that a rider can quiz amanufacturer.”

Pointing to “the extraordinaryburden on competitors”, headded: “The statement that asupplement is free from prohibitedsubstances was not enough – butit’s not clear what is enough.”

To finish the presentations,Claire Williams, executive directorof BETA, provided a progressreport on NOPS, reporting that 29companies were registered with 21of those having been audited and

approved. Since NOPS is very much about

risk reduction, Claire added thatthe BHA was looking at sharingtest results with BETA to enhancethe early warning [of a naturallyoccurring prohibited substance]system.

Moves were afoot to promoteawareness of NOPS beyond racing,where it’s already widelyunderstood. BETA was also lookingat international membership,having had enquiries from feedcompanies in Denmark, Belgiumand Holland.

The first BETA Feed IndustryConference was attended by thebig names in manufacturing,marketing and distribution of feed.A couple of newcomers to themarket, whose products involvealoe vera and blackcurrants [moreof which in an upcoming ETN]indicating that this is an everevolving arena where sciencecontinues to vie with nature.

During the breaks for morningcoffee and lunch there was littleenthusiasm for small talk -everyone was too busy discussingwhat the speakers had had to say.

Some agreed, others didn’t; butBETA’s new initiative certainly gotdelegates talking and thinking.

The consensus was that theBETA Feed industry Conference –superbly hosted by the congenialChris Gordon who mixed light-hearted quips with pertinentquestioning of speakers - shouldbe repeated in 2012. The idea wasalso mooted by some delegatesthat a similar trade-only eventshould be held to discuss otherareas such as safety.


Wheat is currently at £200 a tonne,maize is at an all-time high and 40%of the US maize crop is beingconverted to ethanol for fuel.

Chairman Chris Gordon.


Head-shaking: a double whammy THE whole is greater than the sum of its parts. When it comes tohelping head-shaking horses, never was there a truer saying aboutEquilibrium’s Net Relief Muzzle Net and Riding Mask used together.Research is on-going into head-shaking, a predominantly seasonalcondition that causes horses to do anything from vertical headtwitching to scraping their noses along the ground. But for now it’shere to stay.

The Net Relief Muzzle Net is by far and away for the most effectiveproduct to help head-shakers lead a useful ridden life; while the NetRelief Riding Mask is perhaps used more widely to keep flies at bay andaid concentration.

But the two together work so well that I would plead with allretailers stocking them to let their customers know, writes LizBenwell. My head-shaking horse is 75% cured when riding in themuzzle net alone and 100% cured when the riding mask is added.

So please tell your customers with head-shaking horses – use amuzzle net and a riding mask. Think of it as an anti-head-shaking kit. t Equilibrium Products 01442 879115.

Five times betterNIKWAX has reformulated its leadingwaterproofing product, the new TX.Direct version11.1 lasting up to five times longer. The product is designed for washing into outdoorclothing to extend their useful, waterproof life.It’s environmentally friendly too.A 300ml bottle has an RRP of £8.25. t Nikwax 01892 786400.

Robust rug rack FUSIONS’ robust rug racksystem comprises a plate thatfixes to the wall (it comes withbrackets) and three 24” steelpoles on which the rugs hang.It’s strong enough to supportthree soaking wet NewZealands.

The poles are on a swivelmechanism so that when therack is not in use, they can beneatly tucked away against thewall. It enables rugs to be dried and aired, but without taking up toomuch space when not needed.

Made in Wales, this rug rack already sells to America via theinternet, now the supplier would to make contact with UK retailers.The RRP is £25.t Fusions 01269 845660.


Cure for frozen pipesASK any horse owner about his or herbiggest headache during last winter’s ‘bigfreeze’ and they’ll say frozen pipes.

Even the most diligent yard managerstruggled to water 20-odd horses via awashing up bowl under the sole working tapin the kitchen sink. Equine health andwelfare issues, such as cases of colic, wereon the up.

So it’s exciting to come across a productthat keeps outside pipes and taps flowing insub-zero temperatures.

Trace heating is already used in industrialsituations. Equitrace has adapted the conceptfor safe, economical application to stable yards. It’s easy to install too.

A cable runs along the outside of the pipework, fixed with stickyaluminium foil and covered with insulation. It’s plugged into a standardthree-pin plug – and is ready to go.

Equitrace only switches on when the temperature drops below 5degrees centigrade, so is cost-effective to run. Cables cannot overheat,posing no risk of fire.

Equitrace has a five-year guarantee. t Equitrace 01484 851450.

Supplements re-brandedNOBUTE supplements from The Animal Health Company have been re-branded in new bright, bold packaging – but the recipes remain thesame.

The water based formula of NoBute, the 14 year old range’s originaljoint product, is still based on an aqueous solution of devil's claw.

Said Paul Westcott, managing director of The Animal HealthCompany: “We wanted to introduce the new NoBute image first as weare currently working on new brands and packing for our otherproducts for equines, canines and pets which will follow shortly.”t The Animal Health Company 01787 476400.

Protecting pink muzzlesSOLARSPORT Equine 30 Superior takessunscreen for horses to a new level.

The non-greasy cream absorbs instantlyand offers up to seven hours’ blockprotection. It’s water resistant and comesin a squeezable tube with a soft applicatorpad.

Most sunblock products are designed tobe ‘plastered’ onto the skin to create areflective screen. Solarsport Equine 30Superior works differently because itremains effective when absorbed, so it stillworks when the horse is grazing etc.

ETN tried out Solarsport Equine 30 on a horse with a pink muzzlethat’s had annual sunburn in years past. We found it prevented anyburning, even though the horse lives out and it’s been very sunny thisyear. The product is easy to apply and non-wasteful too. t KM Elite Products 01403 759659.


Tim Smalley, managing director of Bedmax, was invited to speak at the 2011 NationalEquine Forum. In the presence of HRH The Princess Royal, he addressed delegates onthe past, present and future of bedding. This is an extract from his speech.

Twenty three years agomy brother and I starteda business makinghaylage for horses. My

family had been breedingthoroughbreds for some time,so we knew that the racingindustry in particular waslooking for dust-free forage toreplace hay.

At the time, equine veterinaryprofessionals were pointing thefinger at dust as the biggestcause of respiratory problemsamong stabled horses.

Haylage quickly replaced hayas the principal forage in UKstables. But dust remained aproblem because the vastmajority of horse owners andtrainers were still using straw asbedding. Straw is also full ofdust and spores – quite apartfrom being too dependent onthe British weather for its qualityand supply.

As dust in bedding becamethe number one enemy ofstabled horses, we startedmaking shavings for bedding.That was 11 years ago.

Peanut shellsLess than 50 years ago, most

horses were stabled in stalls,

and on straw. Straw was thecheapest, nearest and mosteconomical material; in the UKthere were very few alternatives.

Bracken was used, peat andsometimes dried seaweed. Inhotter countries, sand or beatenearth was used with anythingfibrous and dry on top. Thisoften meant dried dung. But itcould be anything from peanutshells, palm leaves or citronellagrass.

Stalled horses were practical,especially for maintaining largenumbers, which is why only thearmy and the police retain thissystem today. They requiredminimal bedding; mucking outwas quick, easy and efficient.

Stalls gave way to looseboxes, completely changing theemphasis on bedding. Boxesrequire far greater amounts ofbedding and much moremaintenance.

In 2000, when we beganmaking Bedmax, our researchshowed that the great majorityof stabled horses in the UK atthe time were bedded on straw.It was a natural material,plentiful, cheap, locally grownand usually available. I would bethe first to say that when strawis good, it makes superbbedding.

Broken down and dustyBoth straw and the equine

market have changed out of allrecognition in recent years.

Modern harvestingequipment is wonderful forharvesting grain but is hard onthe straw, breaking it down andmaking it dusty. Grain crops arenow very short stemmed.Consequently the straw doesnot have to be as strong as itused to be which is exactly theopposite of what’s needed forhorse bedding.

Because it is shorter, there’sless of it; supply has been

reduced further by modernpractices of ploughing strawback into the soil, plus agrowing demand for straw instock bedding and feed.

At the same time, horseowners have become moreknowledgeable and moredemanding.

In all our surveys of horseowners during the past decade,a consistent 98% haveconfirmed that when it comesto choosing bedding, theirhorses’ health and well-being istheir over-riding priority. Notcost, or convenience, or thecolour of the bag, but theirhorse's well-being.

And that's where we camein...

What customers wantProfessional trainers and

competitors, of course, look forthe best to get the bestperformance out of their horses.Recreational riders also tell usthey are prepared to pay apremium, if necessary, for thebest of everything, includingbedding...They want a bed that is:• dust free• supportive and cushioning

Tim Smalley:on a dust-freemission.


• hygienic and clean• naturalThese are top of the welfarewish-list.However, owners with biglooseboxes also want beddingthat is:• easy to use and quick to muck

out • they want the bed to last • they want to minimisewastage • and they want value for

money – especially when theyare paying twice or three timesas much for their beddingtoday as they did for straw tenyears ago.These are all the demands we

tried to address when wedeveloped Bedmax shavings.

We chose purpose madesoftwood shavings as the bestroute to achieve all thesedemands.

When we first started makingBedmax, a growing number oftrainers were using shavingsalready; they had already beenidentified as the bestpotential replacement forstraw by theprofessionals.

But the shavingsthey were using wereby-products of thewood processingindustry, and theytended to be full ofdust. 5% dust contentwas not uncommon. Thetrainers wanted somethingbetter than that.

We extract the dust from ourshavings so the content is lowerthan 0.2% and we're constantlytrying to better that.

By-product shavings also tendto be quite light, small and thin.This means they break downunder pressure, which createsyet more dust and particles, aswell as a flat, uneven bed as itabsorbs moisture.

We cut our shavings from rawtimber, so we can control thesize; and we cut a proportioninto big flakes. This makes themmore resilient and less breakable,helping to keep the bed deep,supportive, dry on the surfaceand better aerated for longer.

We know our customers wantnatural bedding, so by cuttingour shavings from raw timberwe can be absolutely certainthey're 100% natural. And weuse as much pine as we canbecause pine fibres are springier,and because there are oleoresinspresent in pine which haveproved to have antiseptic

properties. It doesn't just smellhygienic. It is hygienic.

Value for moneyWe also believe that our

shavings offer the hard-workingowner or groom importantadvantages too.

Bigger shavings that stay dryon the surface are easier tomuck out and less wasteful.When our shavings are usedproperly, customers tell us thatthey last longer than other formsof bedding, which means they

offer better value for money ata competitive price.

We developed Bedmaxas a response to ademand from ownerswho put their horses’welfare first. We takethat seriously, and I thinkour success as a

company reflects ourcustomers’ view that we

have managed to addressthese priorities – at least until a

better bedding comes along.There has been an explosion

of alternatives. Hemp, flax andmixtures of the two, shreddedpaper, pelletised wood dust,rubber matting andcombinations of these optionstoo.

The FutureWhat does the future hold?

Certainly the present materialswill continue to be availablealthough the cost may rise. I donot see new materials arrivingunless global warming enablesmore hemp or flax to be grownhere.

In 2008 the banking industrycame a spectacular cropper andthe world changed.

We had been making Bedmaxfor eight years of economicprosperity, but from 2008 andinto the foreseeable future it isclear that cost – or moreimportantly, value for money – islikely to be a much bigger factorin the decisions horse ownersmake about what they buy.t Bedmax 01668 213467.

Horses’ health is the over-ridingfactor when bedding is chosen.


Biodegradability ofbedding has alwaysbeen a selling point.However, with recent

legislation changes and thegovernment clamping downon rules and regulations withrespect to muckheaps, now’sthe time for your customersto ensure their bedding is asquick-rotting as possible!

Did you know...?• If manure is used as a

fertiliser to benefit theland, it’s no longertreated as waste and assuch, is not subject to theEnvironmental Permitting(EP) Regulations 2007.You also do not need awaste transfer note orwaste carrier registrationif you are moving manurethat is to be used asfertiliser. If you ‘discard’your waste, i.e. burn, tip

or bury it, it is stillclassified as controlledwaste and that is subjectto EP Regulations.

• A muck heap should be atleast 10m away from anywatercourse and shouldnot be situated in an areaprone to flooding. Inaddition, you should bearin mind the prevailingwind to avoid any odourpollution.

• A muck heap should notbe in a single position formore than 12 successivemonths and you shouldleave a two year gapbefore returning to thesame site.

• Bedding material can havea significant impact onthe quantity of waste andthe speed at which it rotsdown. Straw based

Many horse owners are blissfullyunaware of the legal implicationstheir mucking out could have,warns equestrian beddingmanufacturer Nedz.

bedding maximises thenutrient value of thecompost; this materialalso decomposes withinseveral months asopposed to some woodbased bedding that cantake one to two years.

• In today’s litigiousenvironment, followingsome simple guidelinescan avoid your customersbeing landed with acostly fine and ahuge upset. Whenchoosing bedding,suggest theyconsider thewhole picturerather than simplythe cost per bale.A cheaperproduct couldcost more in thelong run.Nedz products are

made from choppedstraw which rots downwithin several months andcan be safely spread onfields meaning yourcustomers should beexempt from the EPRegulations 2007.

t Nedz 01254 677 762.


An out-of-control muck heap


Get the price and the product right, andbedding creates valuable repeat sales allwinter. With such a wide choice on themarket, customers often need help in decidingwhat to use – and what to buy. • Make use of the excellent point of sale (POS) material (leaflets,

brochures etc) that many suppliers offer.• Create samples of bedding in clear bags. Leave them open so that

customers can feel, smell and examine the product. • If your bedding is stored outside or in a building not accessible to

customers, make an in-store display using the samples and POSmaterials.

• Bedding is bulky, so always be ready with a helping hand to loadbales into customers’ cars. Or sell them a small trolley.

• Where viable, a delivery service for feed and bedding is muchappreciated.

• Make good use of the next couple of months to call on local ridingschools and livery yards to find out if you can supply their bedding.

A boom year With straw off the farm likely to be in shortsupply this season, even more horse ownersand yard managers will be seeking alternativebedding. Environmental issues and equinehealth benefits are other factors they’ll betaking into account. ETN looks at the latestdevelopments in this important sector.

RETAILTIP

New pallet system aids storageA double-stack pallet system for bedding has been launched by HadfieldWood Recyclers, makers of easibed.

While the same number of pallets can still be loaded onto a lorry, the newsystem allows more bales per pallet and better cost efficiency for customers.

easibed is made from clean, white recycled wood and manufacturedspecifically for the equine market. New-look bales have robust packaging andthe manufacturer says that reduced prices are available.

easibed is used by top riders including show jumpers Ellen Whitaker andBilly Twomey and dressage star Richard Davison.

Said Ellen (pictured): “We use easibed on our whole yard and find it so easyto keep the beds really clean.”t easibed 0161 370 2360.


The only chopped straw pelletMarketed as the only chopped straw pelletavailable, Nedz Advance is safe, hygienic andhighly absorbent.

In manufacture, best quality straw is chopped toform short fibres. This is then passed through adust extraction process before being treated withsteam to sterilise the raw material and render itunpalatable for horses.

The raw material is compressed into smallpellets which break down only when they are laid in a stable and walked onby a horse. Each pellet absorbs up to five times its own weight in liquid.

A little goes a long way with Nedz Advance as the pellets increase involume to create a soft, yet sturdy base that doesn’t move or stick to rugs anddroppings. What little bedding is mucked out will rot down within four to sixweeks.

Nedz Advance reduces ammonia levels and provides a virtually dust-freeenvironment. 15kg bags have an RRP of £6 - £7 each.t Nedz 01254 677 762.

Good enough for police horses...ComfyBed manufacturer Eco has beenappointed bedding supplier to theMetropolitan Police and for the ImberCourt police horse training centre.

Made from seasoned wood fibre,ComfyBed is soft, absorbent and virtuallydust-free making it ideal for horses withrespiratory challenges. It drains well for adry bed and odour-free environment.

The nature of the fibres in ComfyBed make the bed easy and quick to muckout, a huge cost and time saving, especially for yards with multiple boxes. Thebeds are firm and supportive to help prevent injury.

Waste ComfyBed rapidly breaks down to form a biodegradable mulch. Thebrand is approved by the Association of Organic Farmers and Growers for usein organic systems.

ComfyBed comes in 25kg bale bags, sealed for outside storage. Once thebed is established, one to two bales a week are required to top up. The RRP is£5.95 per bale. t Eco ComfyBed 0844 2640 485.

Backing an Olympic prospectTop eventer Nicola Wilson, worldteam gold medallist and surely astrong Olympic prospect, usesEquinola bedding from Yorkshirebased Bedwell Bedding.

Made from high quality, precisionchopped, screened and dustextracted oil seed rape straw(canola), Equinola is highlyabsorbent.

The bedding is treated withessential oils including lemon scented tea tree oil – well known as a naturalinsect repellent and deodoriser.

“All my horses love lying down on Equinola bedding and with its manybenefits I can be assured their health needs are met. Another plus is that thebedding is biodegradable,” said Nicola.

David Sanderson, managing director of Bedwell Bedding and pictured withNicola, added: “We’re very proud to be associated with Nicola and to provideher team of horses with Equinola bedding which meets the high standardsNicola sets when it comes to her horses’ well being”.t Bedwell Bedding 01845 567533.

for bedding?


Faulks’ fling with a red-headTyre Rubber Products are as valuable astable tool today as when Faulks & Cointroduced them in 1981.

Feeding, watering, mucking out, storingbaler twine and grooming tools, the familiarrecycled tyre rubber bowls have done yourcustomers proud. Next came the lighter,sexier Tubtrugs which do all the same jobsbut in a blaze of glorious, flexible colour.

Faulks’ next stable yard innovation wasWilliam Faulks tools. With models formucking out shavings or straw, clearingmuck piles, fixing fences, trimming hedgeand clearing ditches, they’re all designed todo the job with minimum fuss.

Take the newly design-registered Riddlerfork (pictured) with its unique, undulatingtines which knock shavings through butretain the poo.

And now the Redhead (also pictured);William Faulk’s latest fling is with this superlightweight, D handled curved shaft, bright red-headed shavings fork whichgreets the hand like a long lost friend.

“This winter will be a bit of a contest between the Riddler and the Redheadrakes,” said Chris Birch of Faulks. “Both have been so well received that it’sgoing to be nip and tuck as to which sells the best.” t Chris at Faulks 07966 288272.

Ultra-clean, soft and safeSafemix Equestrian, manufactured by Arden WoodShavings, is a blend of premium quality woodshavingsand shredded, soft woodfibre.

This ultra-clean bedding is soft, safe and comfortable.It is super-absorbent, while its fibrous nature allowsbales to go far - thus reducing costs and time spent mucking out.

Arden’s manufacturing processes include meticulous screening andsanitisation for hygiene and consistently high quality. The bedding passesthrough two dust-extraction processes making it ideal for horses withrespiratory conditions.

Safemix has been used by international show jumper Robert Smith for all hishorses for the last 18 months. Competitively priced, introductory offers areavailable to new stockists. t Arden Wood Shavings 01675 443 888.

Celebration of innovationFyna-Lite is celebrating 26 years of manufacturinginnovative, British made stable tools and field maintenance equipment.

“The number of products has grown considerably since the company wasstarted by my father George in 1985, but the same values and skills are asimportant today as they were then,” said Fyna-Lite’s general manager Leon Fynn.

“Investment in tooling and machinery has been pivotal in our quest toimprove the quality of our products. As our reliance on sub-contract services hasbeen cut, so the speed at which we can manufacture each batch has increasedalong with ability to be more flexible with a production run if the need arises.”

Fyna-Lite offers a fork for every bedding system – shavings, straw, woodpellets, paper, hemp or rubber matting - with a handle variation suitable forevery operator. It’s all about ensuring the end user has the best possible tool forthe job, adds Leon.t Fyna-Lite 01789 764848.

Effective against equine herpesEquine V1 - Virucidal Disinfectant, available in one and fivelitre sizes from Barrier Animal Healthcare, is said to be the firstnatural, non-toxic, non-irritant, non-corrosive virucidaldisinfectant suitable for use in organic systems.

Equine V1 has a very pleasant smell and is ideal fordisinfecting stables, yards, tack rooms and feed roomsincluding internal structures, as well as equipment,utensils and grooming kits.

The product is effective against equine herpes virus(EHV1-AB4) and all known bacteria, fungi, yeasts andmoulds. Areas in which it has been used can be restocked with animalsimmediately. t Barrier Animal Healthcare 01953 456363.

TOOLS FOR THE TASKDrying agent kills pathogensNew to the equine market, Stable Dry is made from natural minerals and actsas a drying agent on the bedding to improve health and hygiene.

It contains a broad spectrum, Defra approved disinfectant to reduce smellsand ammonia. It also kills most pathogens within five minutes, destroying thebreeding ground for bacteria, and remains active for up to a week.

Peppermint essence gives Stable Dry, which can be used under or over anytype of bedding, a fresh smell. It’s available in 5kg and 10kg buckets with15kg buckets due out soon. t Country Fayre UK 0845 0940 560.

It’s a mega mover!Ideal for rubber and conventional stable flooring, the newStubbs Mega Mover from Abbey is a high capacity, lightweight fork.

Durable steel construction, welded handle and galvanisedStubbyfine coating mean it’s built to last and is easy to handle.

The high sides prevent frustrating roll off and increase capacity forfast, efficient mucking out. The RRP is around £29.99. t Abbey England 01565 650343.


Every dog hashis (work) day

They’re good company, excellent security guards and wonderful workmates.No wonder there are dozens of dogs ‘working’ in the equestrian trade.Meet some charming canines...

Rescue to retail: He may haveonce been a rescue dog, butnowadays Spud is a valuedmember of the team atGateshead retailer North EastEquestrian. “Spud comes to work all the timewith me,” says LouiseMcWilliams. “However, hedoesn’t work weekends and hasMondays off - a dog has torest!”

Spud spends most of his timein the shop window amusingpassers-by. He also likes to helpserve customers. “He’s verypolite, standing tall at thecounter and using eyecontact,” explains Louise.“He even manages to geta few treats bought forhim.” This clever caninehas also taken to wearingcorporate clothing.

North East Equestrian iscurrently revamping its e-commerce website, whichruns alongside its retailshop. The new versionshould be up and runningthis month (July).

Well travelled terrier: Paddy works at Horse Bit Hire. He canbe found on the company’s tradestands from Gatcombe toBlair Castle throughout the summer and also undertakes yardvisits from his base near Middlesborough.

Owner Gail Johnson worked for bit supplier Neue Schule forfive years before setting up her own company. “A key factor indeciding to go it alone was that I could have Paddy with meall day,” she says. “Also, I love spending more time with horsesand coming to work in my jodhpurs.”

Gail offers her customers advice by phone, email or at hertradestands. She’s a Myler accredited bitting advisor.

Late newshound: Brucie, an 18month old Mini-Schnauzer, is anoffice dog at Sirenia PressSolutions. But he leaves his workclose to deadline. “He spendsalmost all of the day curled up inhis basket asleep,” says ownerKathy Carter.

By 3pm, however, Brucie beginsto stir and start investigating. “He’ssoon unpacking my colleagueLynette’s handbag, which is usuallyon the floor – lunch, tissues andanything small enough to be stolenis his usual target.”

Barks in German: Isabella isa German Weimaraner whoworks at HKM SportsEquipment’s UK call centre.

“She spends every dayprotecting us from deliverymen. When she's not barkingat the postman, she's snoringon her sofa,” says AlisonGoodwin. “And her flatulenceissues are a constant source ofamusement!”

However, Isabella does havea very special role. “Since HKMis a Germancompany and none of usspeaks German, weoccasionally ask her to helpwith translations,” admitsAlison.

Do you work in the equestrian manufacturing, distribution or retailtrade and own a horse? Perhaps this equine has helped inspire abusiness idea, the creation of a new product or enables you to gainuseful knowledge and experience to serve customers in your shop?ETN would love to hear more about the horses that have helpedshape our trade. Please send a picture and tell us why your horse isspecial. Contact [email protected]


ETN celebrates the 40th anniversary of GWF Nutrition (the trading name of Gro-Well Feeds Limited) which remains to this day a family owned, independentspecialist in the design, production and sale of feeds and supplements

Established in the summer of 1971,what was then Gro-Well Feedsoccupied a tithe barn in SouthWraxall, Wiltshire where feeds

were mixed for the then thrivingagricultural market.

Stephen Tucker, now managing director,chairman of the board and nutritionist,has been involved with the company since1977. He remembered those early days.

“The main difference was the number ofsmall farms that kept livestock. In the1970s and 1980s, there were literally farmanimals round every corner and thepresence of horses was obscured by thenumbers of cows, sheep, pigs and poultrythat were farmed in the UK. Today it’s verydifferent as agriculture has declined.”

In the late 80s, the company moved intoequine products after recognisingcontinued uncertainty in agriculture. Gro-Well Feeds also began to concentratemore on nutritional development andresearch with an emphasis on animalwelfare.

Stephen recalled: “Many of what weresmall farms are now new small holdingswith horses and even alpacas. You had toadapt, sell up or fold, just like the smallfarms.

“Through experience and soundnutrition, GWF Nutrition has evolved asthe new face of Gro-Well Feeds Ltd andwe now trade around the world. Did weever envisage that? Not in a million years!”

In the winter of 1980/81 the companymoved premises to a purpose built mill inMelksham, Wiltshire. When the site wasinitially purchased for development, two

metres of chalk had to be put downbefore building could even begin on whatwas a grassy bog.

Today the building serves as head officeand production premises for GWFNutrition. Having its own manufacturingfacilities undoubtedly minimises costs,provides flexibility and helps keep GWF’sprices competitive.

The trading name changed from Gro-Well Feeds Ltd to GWF Nutrition in 2008to reflect the business’s focus on nutritionand nutricine based functional feeds.

Marketing director Simon Vowles, withthe company for 21 years, says he hasseen many changes, especially the movefrom serving the UK’s farming industry tospecialist manufacture of feeds andsupplements that are traded globally.“GWF has built its reputation on stayingtrue to the animal’s way of being,” hesaid.

GWF Nutrition has capitalised on itsnutritional and manufacturing expertise to

Packed with precision in theGWF Nutrition warehouse

Stephen Tucker, pictured outside GWF Nutrition’sheadquarters, originated the feed balancer concept.

Having its ownmanufacturingfacilities minimisescosts, providesflexibility andhelps keep pricescompetitive.

Fourfeedofdecades


How the balancerwas pioneeredIn the early 1990s StephenTucker and his colleaguesoriginated the foragebalancer concept. It was amove, they say, inspired byconcern for horse welfare andcommon sense.

They felt a horse’s dietshould be forage basedrather than involving largeamounts of grain. They wereconvinced a horse’s digestivesystem would be healthierwith smaller quantities ofconcentrated feed than wasthen commonly fed.

On this new fibre baseddiet, horses and ponies showed a number of otherbeneficial traits. They were calmer and more contentwith a better attitude to their work. Their coatsshone, their condition improved and they grewstrong healthy hooves.

In 1996, the product was renamed from Gro-WellFeed Balancer to Equilibra [horse in balance].

Stephen says: “The fact that the market is now fullof other feed balancers shows that this first productfrom GWF Nutrition pioneered a whole new industryfor which we can be justly proud. It was right then,and still is twenty years later.”

Earlier this year, the product was re-launched asEquilibra 500 + Omega 3. The new formula includeshigh quantities of Omega 3 for optimum health,fertility and performance.

bring to market several new and revolutionary products. Equilibra500 feed balancer for horses, Joint Aid for Dogs and Camelibra foralpacas and llamas are just some.

Today the company has a south coast research establishment,proven product ranges, an increasing worldwide distributornetwork, undeniable experience and associations withorganisations such as The Kennel Club.

It appears the past 40 years have merely set the foundations foran exciting future.

Equilibra 500 +Omega 3 featuresomega 3 foroptimum health.

Stephen Tucker (left) and Simon Vowlestoast four decades in feed.


BETA is offering members the opportunity to win twotickets per company for the Festival of British Eventing, atGatcombe Park, Gloucestershire, from 5 to 7 August. Toenter, send your name and business name, quoting,

“Gatcombe tickets”, and preferred day – Friday, Saturday orSunday – by email to [email protected], fax to 01937 582728 orpostcard to BETA, Stockeld Park, Wetherby LS22 4AW. Numbersare limited and entries will be drawn at random. The competitionwill close on 15 July.

DON’T miss the BETA Golf Day, at Walsall Golf Club, onWednesday 10 August. The event costs £60 per player or £180per team of three. Entry includes coffee and bacon bap onarrival, 18 holes of golf, individual prizes to sixth place, a teamprize and longest drive, nearest pin and other hidden prizes assponsored.

Cheques, made payable to “The BETA Golf Society”, shouldbe sent to Ian Mitchell, 10 Fairways, Toft, Bourne, LincolnshirePE10 0BS, no later than 30 July. For further information,telephone Ian on 01778 590353 or 07736 957073, or contactTina Rogers in the BETA office.

COURSES to qualify to sell medicines as an SQP (equineand companion animals) are being held on 6 and 20September, with an exam on 21 September. All courses areheld at Lantra House, Stoneleigh Park, Warwickshire, andcost £190 plus VAT for BETA members and £220 plus VATfor non-members. For further information or to book aplace, contact Tina Rogers in the BETA office.

CONTACT TINA ROGERS AT BETA:Tel: 01937 587062

Website: www.beta-uk.org or email us at [email protected] Park, Wetherby, West Yorkshire LS22 4AW

BAG YOURSELFSOME TICKETS

Have a swinging time!

The following applications for membership have been approvedby BETA Council:Bluegrass Horse Feeds, Dungannon, Co Tyrone (horse feedmanufacturer) – Trade.CSY Retail Systems, Nottingham (POS Systems) – Associate.Countrysmiths, Gerrards Cross, Buckinghamshire (Internet retailer) –Retail, Full.Pegasus Tack, Hildenborough, Kent (retail shop) – Retail, Full.Everything Equestrian, Busby, Glasgow (retail shop) – Retail, Full.Equestrian Direct, Ullenhall, Warwickshire (all-weather surfaces) –Associate.Jodhpur Shop, Osaka, Japan (Internet retailer) – Overseas retail.Pengelly Equestrian Services, Cindeford, Gloucestershire (arenaconstruction) – Associate.Trus-Steed, Kelso, Roxburghshire (wholesaler) – Trade.

New members welcomed

BETA backs Trailblazers

THE team will be flying theflag for BETA at this year’sCLA Game Fair, from 22 to24 July, at Blenheim Palace,Oxfordshire, where they willbe promoting the work ofthe trade association and itsmembers, as well ashighlighting the importanceof correctly fitted and up-to-

standard hats and bodyprotectors.

BETA’s newly revised Guideto Riding Holidays in GreatBritain, a colourful, glossy,A5 booklet, will also be putunder the spotlight. If youare at the show, rememberto come on to the stand tosay hello.

We’re game for fair promotion

BETA’s stand at the CLAGame Fair will be a hive ofactivity as the teampromote the tradeassociation’s work.

Body protector manufacturer removed from BETA schemeLeki Harness Co has had its licence to the BETA body protectorstandard revoked.

BETA will be sponsoring theTrailblazers Championships,from 22 July to 7 August,at Stoneleigh Park,Warwickshire, where it willinvite riders to bring theirhats and body protectorsalong for a safety check.

Trailblazers offersprofessionally runcompetitions for grassrootsriders, giving them theopportunity to qualify forchampionship finalsthrough first- and second-round qualifiers.

SQP course reminder

REMINDERLook out for your annual member subscription being sentout during this month.


A sk me if I’d like the life of an on-the-road sales rep – and my answerwouldn’t be ‘yes’ but ‘hell yes!’

I’ve always thought that while thechallenges are many, if done correctly andwith the vim and vigor of any entrepreneur,you’ll succeed. If not, good luck in makingends meet and keeping a job.

Over here, the vast majority of ‘repping’ isdone through what we call ‘independentsales representation’. Some companies hireand employ their own team to rep solelytheir products, but this is rare in the‘English’ sector and only slightly morecommon in the Western sector.

Even large companies here understandthat an independent rep is the financial wayto go; or is it? A salaried sales rep costs$40,000 per year, along with paying for theirvehicle, fuel, hotels, some mealreimbursement, samples and healthinsurance. Total bill for the company per yearis approximately $75,000 to $85,000 orcloser to $100,000 if there are plane fairs tocover.

Whether they are employed or ‘self-contractors’ the rep’s duty is to interestbuyers in their companies’ merchandise,keep up with the paper trail thataccumulates, file meaningful sales reports -and still sell enough to pay for dinner.

Most of the time independent reps here inthe States receive 10% of all sales on the

accounts in their territory. Sometimes thatvaries and some wholesalers feel they haveso much to offer the retailer in the way ofSKUs [stock-keeping units] that they pay thesales rep as low as 7% on sales.

Usually sale commission is only paid afterthe retailer pays his bill. So there can be atime gap from when the sales rep writes theorder to when they actually get paid. As anincentive, my own wholesale company pays15% of all orders written by reps and 10%on orders sent in by the store direct.

How big can a territory be here in the US?Well, I know some reps that cover Virginia toMaine or the tip of Washington State to thebottom of California and are expected to seetheir clients at the very least twice a year, ifnot three times .

That’s 1,000 miles or more and mayinclude 60-75 stores or more. With fuelbeing what it is here (I’m not complainingcompared with England) as well as hotelexpenses, wear and tear on the vehicle, timeaway from your family etc - how does onedo it and make money? Maybe by taking onlots of lines and giving yourself moreopportunity to sell more?

Or do I sell more? Whose line do I showfirst? I know all retailers have two bags thatthey hang over a sales rep’s head when theywalk into a store; a money bag and a timebag. At some point, one of them willexplode because the retailer always runs outof time or money, it’s inevitable.

What happens when I know I’m onlymaking it through town twice a year to seethis customer and I have seasonal clothingor blankets to show? How is the retailergoing to get to see the other eight lines Ihave taken on in order to have enough tomake it worthwhile? Where do my loyaltieslie?

Successful reps take on a few non-competing lines, yet enough to make theirtravels worthwhile. One that comes to mindis Troxel, Stubben and Professional’s Choice.The neat thing is that not just, say, the eastcoast rep does this, but other reps across the

county have the same trifecta [set of three].This allows them to share information suchas which products do well for them andwhy.

So what about samples? Who pays forthem? That tends to get split about 60:40.Some companies provide samples, themajority make you pay for your own samplesand expect you to sell them off when theystart to look shop-worn.

In case you haven’t noticed, I’m startingto think twice about my ‘hell yes’ answer. Infact, are there any paid salaries out there?

After asking around, I find that most ofthe consumer commodity productmanufacturers are paid salaries withcommissions on top. The plus is you knowwhat you’re going to be making in the wayof salary, your fuel and hotels are coveredand you get to wear a company shirt.However, you still have all the paperworkand now you have a boss to answer to. Youstill don’t get to see your children’s first dayof school, you might miss graduation ifyou’re not careful plus it’s usually your caryou’re putting 75,000 plus miles on everyyear.

Can take my answer back and keep mycurrent job?

...or keep the day job? It’s a close call for John Nunn

A VIEW FROM AMERICA

About the author JOHN NUNN is the owner of Bit of BritainSaddlery located in Oxford, Pennsylvania.Bit of Britain specialises in the discipline ofeventing but branches out to includedressage and show jumping. Within 20years, John has grown his business from adelivery lorry at the racetrack into one ofthe largest retailers in the US today. Over6,000 sq ft of store front, three mail ordercatalogues a year, a mobile unit thatattends over 30 shows per year and fivewebsites reach out to every type ofequestrian consumer. John is also ahorseman who loves to ride and competewhen time permits.

THE BEST REPBY MILES...

The retaileralways runsout of timeor money.


• Ariat’s team ofsponsored riders has beenextended to include NicolaWilson, William Fox-Pittand Tina Cook. “Ariat bootsare undoubtedly the mostcomfortable,” William Fox-Pitt says. “I spend all day,every day in mine andcould not imagine wearinganything else.” Tina Cook,pictured, is an equallyenthusiastic fan of thefootwear.

• Spillers has renewed its sponsorship of the British Grooms Association (BGA) for a further 12 months.The feed manufacturer has supported the organisation since its inception in May 2007.

• Show jumper Joe Davison,son of dressage star RichardDavison, helped secure theBritish team’s victory in theYoung Riders nations cup atBonheiden, Belgium. Tenteams competed, a member ofthe USA team being JessicaSprinsgteen, daughter of rocklegend Bruce Springsteen. Joeis clearly loyal to his sponsorsand provided ETN with acomprehensive list of theirnames and products, namely:UK Sport (World ClassDevelopment Programme),Dodson & Horrell (horsefeed), easibed (dust-freebedding), TriZone (protectiveboots), Cyclossage (massagerugs), Agrihealth (clippersand electric fencing), KevinBacon (hoof care), Masta(rugs), Neue Schule (bits),Martin Collins (ridingsurface), Horse First (calmersupplement), Suregrow(paddock fertilizer).

• Dodson & Horrellhas a new feedagreement with paradressage duo AngelaWeiss and SophieWells. Angela is theBritish Dressage paraequestrian director andalso trains Sophie whoat 21 is already a worldand Europeanmedallist.

• Polo player Anna Ward (26) has secured sponsorshipfrom clothing brand Tottie. Based at the White Rose PoloClub in East Yorkshire, Anna is currently a -1 goal player [-2 is the lowest handicap] and appears in the LadiesNationals at Ascot Park this month. Richard Lawrence, atTottie brand owner Matchmakers International, said:“Anna is extremely ambitious and hard working with anexciting future ahead of her.”

• Everyone connected withthe easibed, HicksteadFeeds, Veredus, Animo,Equiform Nutrition, SamShields riding hats,Horseware, and Amerigobrands was celebrating lastmonth when their sponsoredrider Billy Twomey wonValencia grand prix and wason the winning Irish nationscup team in La Baule, the firstsuper league show of theseason. (Photo credit: StefanoGrasso/GCT).

• New sponsorships for Pfizer Animal Health thisseason include The Pony Club Show JumpingChampionships, Trailblazers show jumping qualifiers,the veterinary inspection at Badminton and theBurghley Sponsored Ride. The manufacturer of Equestand Equest Pramox remains associated with eventerMary King and the Blue Cross animal charity.

• Natural animal care specialist Emvelo Products is supporting the OrchardScurry Driving Team this season. Chris and Paul Orchard from Kent have beencompeting in scurry driving for ten years and are regulars at the Horse of TheYear Show and Hickstead with their white ponies, Touch and Go.

• Lancashire-based show rider and producerSue-Helen Shuttleworth (nee Bolton) is thelatest recruit to Team Supreme Products.Sue, with her husband Andrew who is afarrier, specialises in coloured and ‘traditional’horses. They took reserve champion colouredat HOYS with Del Boy V.

“Sue is featured in our brochure andworked with us in the latter part of last yearto help develop the new Heritage Collection[for coloured and traditional horses],” saidSarah Turnbull of Supreme Products.

1. Prominent display:boots are beautifulDepending on the spaceavailable, aim to have twotypes of display: a creativedisplay to attract and a displayto show a range of stock.

A creative display in aprominent position within thestore will help to attractattention. Variety is key:change the display everycouple of weeks in line with acurrent theme – new stock, thelocal equestrian scene, season,weather etc. If a dressagecompetition is being held inthe area, display a range ofdressage boots. Likewise, if theweather is wet, brighten upyour shop with a colourfuldisplay of the season’s wellies.

Make the most of POS(point of sale) displays frommanufacturers and groupboots by style. If floor space isan issue, consider using wallspace for a mounted displayunit. Always display the rightboot (rather than a pair) tominimise risk of theft.TOP TIP: Remember thatleather and man-madematerials lighten in sunlight,so ensure your display is out ofdirect light and rotate stockaccordingly.

2. Stock boots that yourcustomers wantBase your footwear stockaround your customers – arethere high numbers ofdressage riders or is there aPony Club branch locally?Consider current fashiontrends when ordering stock,both equestrian andmainstream, for example,‘country chic’ yard boots,bright wellies.

TOP TIP: Ensure you stock avariety of different styles,colours and prices to cater toall customer groups.

3. Maximise space for acomfortable fitting areaMake the most of the spaceyou have so that the fittingarea is as welcoming aspossible.

Ensure that the fitting areais well lit, has seating and along mirror. Having a shoehorn and boot remover closeby could help to saveembarrassment for customerswhen trying on boots. Manypeople don’t come preparedfor trying on shoes. Make sureyou have a spare pair of socksthe customer can try boots onwith.TOP TIP: Have some bootpulls handy too.

4. Good service is thekey to closing a saleUnderstanding your customerand building a relationshipbased on trust is crucial tosuccessful sales. A friendly andhelpful salesperson will alwaysmake more sales than a pushyone. Engage your customer inconversation to find out whatthey are looking for.

Know the special features ofeach brand and style. Make

recommendations based onpersonal experiences ifpossible.

Most boot manufacturers useEuropean sizing, whichincludes half sizes. EU to UKconversions can vary betweenbrands. A general guide isbelow:

5. Add on salesFootwear related add on salesare fairly easy to achieve andrequire suitable placement anda prompt from thesalesperson. Essential items tostock for add on sales include:Insoles: Boot slightly too big?Stock a range of insoles toallow the customer to try withthe boot. An insole can makeup to half a size difference.Socks: New boots, newsocks? Why not! Position asock POS stand next to theboot display for further add onsales. Chaps: If a customer is tryingon chaps, ask if they wouldlike to try the matching bootsas well or vice versa. Shoe care: Leather andsynthetic boots need to belooked after in order to last.Make sure you stock a rangeof leather care and syntheticcare goods near the till forfinal add on sales.


The average horsey person owns five pairs ofequestrian boots ranging from competitionfootwear to wellies and yard boots, saysHollie Chapman who focuses on five thingsyou can do now to maximise your footwearsales in time for the Autumn/Winter season.

Five steps to fasterfootwear sales

About the authorHollie Chapman, marketing communications manager for equinesupplements specialists Maxavita, previously worked inmerchandising and sales in the footwear retail industry.

Size conversion chart

EURO 35.5 36 37 37.5 38 38.5 39 40 41 42 43 44 45 46 47

UK 3 3.5 4 4.5 5 5.5 6 6.5 7 8 9 10 11 11.5 12

Inspire your clothing rails and freshen up your footwear shelves.

Ripe for autumn Retailers wanted ASMAR Equestrian, the Canadianbrand that scooped a BETAInternational 2011 Innovation Award,is now ready to team up with UK-basedretailers.

Its outerwear range includes richcolour palettes and ageless styles witha flattering fit. “We’ve been delightedwith the response so far from UKretailers, but are still consideringapplications from new retailers thatwould be interested in stocking thisrange of sophisticated, yet technicalproducts,” says company CEO, NoelAsmar.

“We’re specifically looking forboutique shops, online stores andcountry retailers whose customersenjoy being around and riding horses.”

Asmar Equestrian producescompetition clothing as well as casualand outerwear. Retailers should email their enquiries to [email protected]

Short and sweetFJORD all weather jodhpur boots, withwaterproof membranes, are the latestaddition to Tuffa’s range of short leatherboots.

Featuring Aquasel insoles, the Fjord haswaxed nubuck leather uppers, black rubber riding soles with spur rests andwater resistant elastic inserts. The RRP is £84.99.

Tuffa has also launched a muck boot. Splosher Boots have waterproofrubber soles, Thermolite uppers, fleece linings and insoles plus touch andclose straps. The RRP is from £25.t Tuffa 01953 880914.

Free on-pack giftsBUFFERA is running a ‘Back to School’ promotioninvolving free, on-pack gifts with Kids and JuniorOriginal Buff Multifunctional Headwear.

Promotional packs will be delivered in store from 1 August, the offer running while stocks last.

Kids Original Buff (aimed at 4-8 years) comes with aBuff branded pencil case and Junior Original Buff (9-12 years) with headphones. RRP remains £13 for both. t Buffera 01707 852244.


Packed with technologyARIAT Trent boots feature water resistant leathers andAriat’s exclusive 4LR technology to maintain comfort.

There’s also a wrap system for a customised fit andhardwearing Duratread riding outsole for durability.The RRP is £149t Ariat-Europe 0800 600 3209.

Cosy KellyTHE Tottie Kelly fleecefeatures a full front zip withknitted cuffs and hem.Available in dark chocolate,black and dark grey marl, theRRP is £53.50. t Matchmakers International 01274 711101.

Fashion,function,innovationEVER innovative, euro-starhas co-ordinated fashionablesportswear pieces to providelightweight layering andtemperature control forwinter riding. Pictured are the ladies’ Gisajacket and Delmi bodywarmer, teamed withbreeches and polo shirts. t euro-star in the UK 07887 997922.

AttractiveprospectBEAUTIFUL tailoring, lightweightwarmth and easy-care practicalitywill attract your customers toMountain Horse’s Regal range.

A waistcoat, short jacket andknee length Regal Coat haveinsulation of 80% duck down and20% feathers, while the shinypolyester outer is the height of thisseason’s fashion.

The coat and jacket have invisiblemagnetic buttons, a detachablehood with faux fur trim. The Regalrange is available from September. t Horsemasters Distribution 01462 432596.


Nordic heritageTHANKS to its Nordic heritage,Gersemi takes equestrianclothing into a new realm.

This season’s colours aredeep shades of ink, anthraciteand black with hunter green,burgundy and bark. All thepieces are designed to bemixed and matched.

Scandinavian inspired,cotton knits team with downfilled jackets, coats and vests. t Zebra Products 01352 763350.

Updated forautumnTHE Equetech Blenheimchunky sports gilet hasbeen updated for autumnand has a detachablehood.

Features include micro-down filling, a soft jerseylining to the body,contrast front zip, popperfastening to storm flapand two deep zip frontpockets .

A scooped back hemand fitted design makethis a flattering garment. t Equetech 01296 688 966.

Clever co-ordinatesTHEY’LL make fantastic in-store displays and prompt add-onsales.

New from Sherwood Forest for A/W 2011 areButtermere polka dot and Melbury horse print hatbags (RRP £29.99) plus co-ordinating Dandy boots(RRP £45).

The hat bags have an internal vanity mirror, frontzip pocket, satin lining and adjustable carry handle.Colours are navy/pink, and pink/ecru in theButtermere and chocolate/pink and purple/ecru inthe Melbury.

Team them up with fun, practical Dandyboots with two-tone soles, bright uppers, andremovable faux fur innersole. They’re alsoavailable in Brumby horse print. t Sherwood Forest Ltd 0115 942 4265.

For toasty toesNEW Saddlecraft fleece lined yard bootshave a soft Sherpa fleece lining, great forcold winter days on the yard.

With a Thermolite insulation layer, theboots have a front zip fastening andwaterproof rubber soles. They’re availableto order now for autumn delivery.tWestgate EFI 01303 872277.


Pretty in paisleyPAISLEY is a big high street trend – so Carrots has boughta touch of the detailed style in subtle black and greys toits two most popular items, the HatCover and Gloves.

The stretch Hat Cover fits over anyskull cap; the gloves are made fromstretchy fabric for comfort on and offthe reins. RRP is £28 for the set.t Carrots UK 01245 445 362.

Kick on with Kanyon!KANYON Outdoor is brimming withbright footwear ideas in that sought-aftermedium price, good quality bracket.

There’s a country boot with extra widefitting option, country boot for children,super warm snow boots and a wellythat’s said to feel like walking on air.

First up, the laced country boot comesin two leg fittings and can be adjusted tofit up to a calf size of 20”. It also has awaterproof K-Dry membrane lining andcomes in full grain leather combined withsuede.

The similarly designed country boot for children fitsfrom a UK children’s 10 to UK adult 2 ½. It has a fulllength zip.

New Kanyon Outdoor Supalite wellington boots are made using injectionmoulding of PU (PolyUrethane) – a process that offers tremendous benefits tothe wearer.

PU is a hard foam comprising millions of microscopic air bubbles and isabout 40% lighter than rubber.

Air is a good insulator, helping keep feet warm; while air bubbles expandand contract as the wearer walks, so the sole is inherently shock absorbing toreduce fatigue.

Another advantage of PU is its resistance to attack by fertilizer, urine,cleaning products and fuel oil. The Kanyon Outdoor Supalite range complieswith ENISO 20347 standards in non safety and EN ISO 20345 for S4 and S5categories of safety protection.

And how did Kanyon’s new snow boots come about? “Last year, we gotcalled so often by people looking for cold weather boots that we contactedsome friends in Canada who helped us develop a range in time for thiswinter,” said Mark Burman at Kanyon Outdoor

Each of three styles has a 3M Thinsulate lining, waterproof foot and a waterresistant nylon leg.

Limited stocks of snow boots are available from October. Other new styleswill be in Kanyon Outdoor’s warehouse next month [August]. t Contact Kenyon Outdoor 0845 872 6370.

Complete autumn wardrobeTHE new Toggi collection has the whole horsey lifestyle covered, from jacketsand coats to tops, accessories and footwear.

We’ve chosen the innovative ladies’ waterproof suit, combining thewaterproof Element jacket and Severn waterproof over-trouser – great forwinter riding and yard work.

Toggi’s winter tops come in a variety of rich, autumnal colours. Yourcustomers can choose from winter fleeces, polos, rugby shirts and long sleevedtops. We like this autumnal themed Fenwick.

Toggi also caters for men with gilets and jackets combining traditional lookswith technical twists.

Accessories are big this autumn. From the striped Lindell scarf, Livia beretand Lorelle wristlets, all made from lambswool, to Toggi’s popular Drover andExplorer leather bush hats and socks such as Paget, Carlin and Vermont.t FBI 0113 270 7000.


The cost of agentsMany firms prefer self-employed agents over employed reps –but there’s no such thing as a free sales force, warns lawyerStephen Sidkin.

The cost of using agentsis not confined to thepayment of theircommission.

Instead the crunch can arisebecause under the CommercialAgents (Council Directive)Regulations 1993 (as amended)agents enjoy many rights andprotections. Indeed, in somerespects these go beyond therights of employees underunfair dismissal law.

For most businesses thelargest statutory entitlementwhich a terminated agent willhave is a right to compensationor indemnity. For the indemnityto exist, the parties must haveexpressly elected for it to bepart of the agency agreement.If they have not, the right ofthe terminated agent tocompensation willautomatically arise. As such,unless the agent has committeda serious breach of theagreement, or in some otherway wrongfully terminated theagreement, or walked awayfrom the agency, the agent willbe entitled to compensation.

For many years there wasuncertainty as to how tocalculate compensation. Thisuncertainty was exacerbated bythe lack of any guidance in theRegulations. However, as aresult of a decision of theHouse of Lords in 2007 thisuncertainty has been somewhatreduced. The decisionconcerned an appeal by anagent who was unhappy withthe amount of compensationunder the Regulations which hehad received from his principalfollowing termination. Hethought that he should beentitled to twice his averageannual commission calculatedover the three years prior totermination.

The Lords disagreed. Insteadthey decided thatcompensation is to be awardedfor the damage suffered by theagent as a result of the

termination of the agencyagreement. In determining theagent’s loss the starting point isto make an assumption thatthe agency would havecontinued and that ahypothetical purchaser wouldhave been able to perform theagency agreement. Followingthis the House of Lords pointedout that it is necessary to placea value upon future income.

Whilst this is helpful, thejudgment leaves open somequestions, not least as towhether a distinction is to bedrawn between an agent whohas found new customers asopposed to an agent who has“minded” an existing customerbase. It is also possible that thejudgment will reduce thenumber of cases being litigatedbecause the parties are able toagree on a valuation. However,where cases do reach court,expert evidence as to valuationwill be required not least sothat the judge can understandthe methodology used.

This judgment is good newsfor agents. This is because if anagent has performed well, andif the principal’s business isrising or at least steady, thenthe agent can expect to achievesubstantially more than theprior benchmark of “twice theaverage commission of the lastthree years” which the agentappearing for the House ofLords sought so long topreserve. Indeed there havebeen cases where theterminated agent has producedvaluations of his agency up toeight times net earnings.

If the entitlement to “nofault” compensation orindemnity was the only rightwhich a terminated agent has,then it is possible that manybusinesses would be moreinclined to accept the position.It is, however, the case that thestatutory entitlement of agentsare cumulative.

As such a terminated agent is

entitled to a minimum periodof notice from which it is notpossible to contract out. In thecase of an agent who has beenengaged for two years or more,notice must be a period ofthree months ending at the endof a calendar month - unlessthe parties have agreedbeforehand that notice mayexpire at any time during amonth. Accordingly it ispossible to envisage situationswhere an agent can be entitledto a period of three monthsand 30 days as a result ofnotice being given at thewrong time (and in the absenceof a provision in the agencyagreement entitling notice toexpire on any day of themonth.) Failure to give propernotice can be expected to resultin a claim for damages by theagent.

A terminated agent will alsobe entitled to commissionearned but not paid at the timeof termination. Usually this isuncontroversial. However, sucha provision may call intoquestion whether thecommission accountingprovisions of the Regulationshave been observed. Theserequire commission to be paidno later than the last day of themonth following the quarter inwhich commission accrued. It isnot possible to contract out ofthis right. Further the fact thatit is possible that at the end ofthe month following thatquarter the customer has notpaid the principal is irrelevantto the entitlement of the agent.

In contrast it is possible forthe parties to contract out ofthe statutory entitlement of aterminated agent to post-termination commission. This iscommission which arises withina reasonable time aftertermination of the agency as aresult of the agent’s effortsbefore termination. It isintended to reward theterminated agent in a situation

where the benefit of his effortsis visible only after terminationand so does not impact on hisabove right to compensation orindemnity.

In addition it is likely that theterminated agent will look toclaim against the principal for“back commission”. This is aparticular entitlement whicharises under the Regulations. Itprovides for an agent to receivecommission on all orders whichthe principal has confirmed butwhich are not subsequentlyfulfilled for reasons for whichthe principal is responsible.Accordingly if, for example, theprincipal has made shortdeliveries and the customer hasrefused to pay, the principal willstill be liable to the agent forcommission on the full amountof the order. Again this is anentitlement of a terminatedagent from which the partiescannot contract out.

Despite the statutoryentitlements, it is possible todraft an agency agreementwhich to a considerable extentlevels out the playing field sofar as the principal is concernedand which ultimately isconsistent with what aprincipal/agent relationshipshould be – a ‘win:win’situation for both parties.

• Stephen Sidkin is a partner in Fox Williams LLP.

There have beencases where theterminated agent

has producedvaluations of his

agency up to eighttimes net earnings.

JULY6Saracen Horse Feeds Gala Conference Dayat Warwickshire College featuringeducational demonstrations and talks fromthe likes of Joe Pagan, president ofKentucky Equine Research, and Saracennutritionist Lizzie Drury. Top ridersattending include CarlHester (pictured). Ticketscost £42.50 includingrefreshments, lunch andafternoon tea plus goodiebag worth over £25.00.Details from Saracen on01622 718487.

22 – 7 AugustSpillers Trailblazers Championships atStoneleigh Park. These national finals inshow jumping, dressage, showing and(new for 2011) combined training attractaround 2,000 entries. Finalists competeover two or three days, most staying on-site with their horses. For tradestandavailability, [email protected]

26 – 31Longines Royal InternationalHorse Show at Hickstead,Sussex. Tradestand space was“very nearly sold out” as ETNwent to press. [email protected] tel01273 834315 ext 131 fordetails. Among the features ofHickstead’s new iPhone ‘app’ is a facilityfor spectators to locate their favouritetradestands.

AUGUST5-7The Festival of British Eventing, GatcombePark, Gloucestershire with BETA aspresenting sponsor for the sixth successiveyear. Opportunities include exhibiting inthe BETA trade pavilion or participating inthe prize draw on the BETA stand. Tel01937 587062 email [email protected]

11 – 14NAF International Hartpury Horse Trialsincludes a tradestand village adjacent tothe indoor and outdoor arenas at theGloucestershire centre. More details fromJanet Plant on 01452 702355.

13 – 15AETA (American Equestrian TradeAssociation) trade exhibition inPhiladelphia from 13th - 15th August.Funding secured by BETA through UKTI isavailable to eligible companies seeking toboost export sales. A British group ofexhibitors is planned. Tel BETA 01937 587062 or email [email protected]

18 – 21Blair Castle International Horse Trials &Country Fair, Perthshire, hosts theEuropean Young Rider EventingChampionships. For tradestands tel 01796 481543

18 – 21Equifest, East of England Showground,Peterborough, expects 10,000 entries from2,000 horses with showing and showjumping in 20 rings. For tradestands tel01733 235551

24World Horse Welfare (WHW) runs a Here ToHelp Day at Bridgwater College, Somersetwith talks on feeding by Dodson & Horrell,equine insurance with SEIB, worming withMerial, bitting with the Loriners’ Companyand saddle fitting with the Society ofMaster Saddlers. The cost is £25 to includelunch, refreshments and goody bag.Contact Sam Chubbock on 01953 497217.

SEPTEMBER1-4Burghley Horse Trials. The 50th anniversaryof the three-day event held near Stamford,Lincolnshire.

4 – 6Spoga trade exhibition in Cologne,Germany. BETA will be leading a Britishgroup of companies. Tel 01937 587062,email [email protected]

8 – 11The (new) All England JumpingChampionships at Hickstead. Tradestandand sponsorship opportunities areavailable. Contact [email protected] 01273 834315 ext 131 for details.

13BETA safety course for hat and bodyprotector fitting, Lambourn, Berkshire. Tel 01937 587062, email [email protected]

24World Horse Welfare Here To Help Day (seeabove for details) at Hall Farm, Norfolk.

OCTOBER17BETA AGM & Annual Conference, TheBelfry, Warwickshire. Hear inspirationalspeakers and network with key people atthis famous golfing and spa hotel.Incorporates BETA’s annual generalmeeting. Tel 01937 587062..

22World Horse Welfare Here To Help Day atBelwade Farm, Aberdeen. See above fordetails.

NOVEMBER12-13Your Horse Live, Stoneleigh Park,Warwickshire. Voted BETA/Joules EquestrianEvent of 2010, this show combines livearena entertainment with shopping. To exhibit in 2011, contact Nicky Townshend tel 01733 395011.

DECEMBER3-4South West Christmas Equine Fair atWestpoint, Exeter. This popular consumershow is run by Contour Exhibitions andfeatures equestrian demonstrations plusextensive shopping, contact LisaScattergood on 01392 421500 or 07710 743045 for more details.

Welcome to ETN’s new guide to upcoming shows,events, training courses and conferences of interestto the trade.

HOW TO GET LISTEDETN welcomes submissions to What’s On from all organisations, commercialcompanies, shows and events. Please include your dates, venues, contact detailsand why your fixture/event/training is of interest to the trade.


Ironically enough, the rise and rise ofon-line retailing - a perfectly acceptableway to sell rugs – has also served tohighlight the importance of enhancing

customers’ in-store shopping experience. Rugs are tactile, giving retailers the ideal

opportunity to promote touching andfeeling of the product, backed up with theprovision of good customer service andadvice.

In today's competitive environment, aretailer must display their stock in the bestpossible light – literally! Everyone iscompeting for the consumer’s dollar andwithout a doubt there are more choices outthere than ever before.

Merchandising is about understandingthe way your customers shop – so studythem. By using this knowledge, you canposition your displays to increase sales.

Equally important is the training of shopassistants to enable them to fulfil thecustomer’s need for product information. Aconfident recommendation and soundadvice will so often help close a sale.

As horse rugs are a bulky and requirespace, they can be a difficult commodity todisplay well.

Traditional rug display arms hang rugsvertically with the front of the rug 7’ up inthe air and the spine facing the customerwhich - unless your customer is onlyworried about colour - does not lend itselfto showing off the style or benefits andfeatures of the product because they can’tbe seen.

If you have the room, horizontal rug armswork best. These make the rug easily visible,display it as it would be on a horse andallow for that all-important touching andfeeling. The ultimate showcase, of course, isa life-sized equine mannequin.

Miniature display rugsHorseware has recently worked with someof its retailers to create miniature versionsof its rugs to provide a scaled-down, spacesaving sales tool.

Hanging swing tags on each style toshow a picture of the rug on a horse withdescription of the key features and benefitsfor browsing customers also works well.Retailers with a self-service sellingenvironment can ‘talk’ to their customersthis way.

With such a wide variety of horse rugson the market, it’s vital for shop assistantsto understand what they are selling and tobe familiar with the unique features ofeach rug. Being able to discuss terms suchas ‘breathable’ and ‘waterproof’ is crucial.

As the seasons change, so will horseowners’ requirements for rugs – from lightturnouts and fly protection in summer toheavy duty turnouts and stable rugs inwinter. The Horseware website with itslistings of all its rugs - along with videoclips starring managing director TomMacGuinness - makes for useful reference.

Like humans, horses vary in stature aswell as height. So a 16hh Thoroughbredmay not necessarily need the same rug sizeas a 16hh Irish draught. It’s important to

advise customers of this to prevent theunnecessary disappointment of rubbing orslippage.

A horse should be measured from thecentre point of the chest, over the highpoint of the shoulder, around the body tothe centre point of the tail. For anillustrated guide to rug fitting, visitwww.horseware.com and go to the sizingcharts section.

An equinemannequin is theultimate showcasefor rugs.


Horse owners shop for rugswith equal eagerness andenjoyment as whenpurchasing their ownclothes – if not more so! So it’s important retailers’merchandising matches up,says Emer Berminghamof rug specialist HorsewareIreland. Miniature rugs make great

scaled-down sales tools.

New training schemeHorseware is developing a new onlineTraining Academy which will presentproduct information, video demonstrations,illustrated picture guides and recordedvoice-overs to help retailers and their staffgain excellent product knowledge.

Courses will be modular, studentspassing all modules being recognised byHorseware. The Training Academy will beavailable from late September 2011.

“Our plan is to combine education withassessment to encourage all Horsewareretailers to raise their product knowledgetogether,” said Emer Bermingham ofHorseware.

Effective use ofpoint of salematerials suchas posters.


Silver secretsSINCE Tagg Equestrian acquiredFal Pro, it’s kept its promise tomaintain the brand’s top quality.

The Fal Pro Viking turnout offersa layered construction, with aseparate duvet liner andabsorbent blotting layer next tothe outer shell. This makes the rugwaterproof while virtuallyeliminating condensation andmaintaining breathability.

The addition of silver interactivetechnology (see ETN June, page17) provides dynamic temperature control and anti-static features, while theanti-microbial agent present in silver knocks out bacterial and fungal micro-organisms.

The Viking is available in 40gm with optional neck cover, 200gm and400gm with inclusive neck cover, and in sizes 5’6 to 7’3. The trade price isfrom £115.t Tagg Equestrian 01636 636135.

Sherwood for horses tooLEADING country clothing brandSherwood Forest has produced arug range.

The Ascot stable rug haschannel quilted detail, 200g filling,a standard neck, shaped tail flap,low crossed surcingles and ispolycotton lined.

In sizes 4’9” to 7’, it comes inaubergine/brown or navy/bluecheck with an RRP of £65.

Retailing at around £90, theAscot 300 combo turnout iswaterproof and breathable with300g filling, elasticated crossed surcingles and polycotton lining. t Sherwood Forest 0115 942 4265.

A lovely moverTHE Rambo Optimo is designed tofollow the horse’s movements, nomatter how exuberant.

A special Rambo Split,positioned at the base of theneck, enables the rug to followthe horse’s every antic.Meanwhile, the back of theOptimo sits firmly in position.

This rug has a 1000 denierballistic nylon outer, leg arches,tail guard, SureFit neck, reflectivestrip, stainless steel fastenings, antibacterial lining and safety surcingles. Itcomes with a 400g Optimo liner as standard.

Colours are chocolate and tobacco or black and pewter; sizes 5’ to 7’3”.t Horseware Ireland +353 42 938 9000.

Sweet as candyBRIGHT and colourful, newcandy strip turnout fromLoveson is perfect for smallponies.

Sized 3’6 to 5’9, it has a600 denier rip-stop outer andpolycotton lining. Thewaterproof, breathable rug hascross surcingles, a tail flap, legstraps and adjustable front.The trade price is £26.t Tagg Equestrian 01636 636135.

Jim-jams time!THE Snuggy Hoods SnuggyJams Set is a matching hoodand rug set (also availableseparately) modelled here bytop show producer LynnRussell and her equine team.

Made of soft polar fleece, itgives all over coverageincluding ears and belly, areasfrom which heat can be lostwhen horses are clipped. The belly band is offered in a ‘turnout fabric’ option.

Machine washable, these ideal under-rugs have silky shoulder and manesavers. RRPs are from £73 for the rug only. t Snuggy Hoods 01225 783399.

What smart horsesare wearingETN brings you an early season tasterof the autumn/winter rug market.


What to stock

Today’s horse owners expect a greatdeal from their rugs. Masta’s newlylaunched Turnoutmasta range forAutumn/ Winter 2011 is the

culmination of more than 30 years’experience in rug production. So who betterto ask for their top ten tips on how to meetthose needs? 1 – Look to stock heavyweight rugs witharound 350g thermal insulating filling andmiddleweights with around 200g of similarfilling. Extensive research has been carriedout by Masta to determine the ideal rugweight required to benefit horses accordingto seasonal changes.2 – With the winter days being short, andwhen time is limited, owners are alwayslooking for easier and faster ways to rugtheir horse. Front fastenings and surcinglesneed to be simple and quick to do up, whilebeing hard wearing and adjustable too.Buckle and clip front fastenings are ideal.

3 – Rugs need to be flexible and comfortablewhether stable or outdoor. Out in the fieldand during poor weather conditions is whererug material is really put to the test.4 – The denier is the weight of yarn used inthe fabric, the higher the number andconstruction, the stronger the rug. But it’snot just the higher the denier, the stronger

the rug; it’s also the quality of the weaveplus the type of material which determinesthe strength. 5 – Ripstop is the pattern created within thefabric, giving the appearance of lots of littlesquares. These ensure if the rug rips, it willbe limited to the tear, instead of the entirerug.

6 – The fit of a rug is a key factor whenmaking a purchase. Owners want to ensuretheir horse is comfortable, and that thehorse has the freedom to move. As horses allcome in different shapes and sizes, elementsto check are the placing of the gussets, awell designed tail flap and a secure fitwithout being either too tight or gaping.7 – When deciding on whether to stock fixedneck, removable neck or high neck rugs, it’simportant to look at what are provingpopular with your customers each season.Some owners will prefer the flexibility of arug that comes with a separate neck coverwhile others will opt for a fixed neck,believing they are easier to put on andensure the horse stays clean and warm.

8 – Although traditional block colours willalways have their place in the market, the‘must have’ colour schemes for thisautumn/winter season are checks in a varietyof colourways.

9 – It goes without saying that knowing yourcustomers is key, when it comes to yourchoice of what to stock. Do they generallyprefer rugs in one colour or do they go forthe brighter the better? Are they looking forrugs that last a number of seasons or dothey prefer a ‘value’ option with theintention of buying a new rug every fewyears. Meeting customer requirements isobviously important when it comes tomaking sure products fly off the shelves.10 – Displaying rugs in store has never beenan easy task, but the more effectively thiscan be done, the better your sales results.Rug hanging racks or model display horsesare the best way to showcase rugs. Clearlyit’s impossible to have all rug sizes on show,but where possible one of each rug designand style does need to be on the shop floor– keeping them hidden in the storage roomwill not improve sales!t Matchmakers International 01274 711101.

The ‘must have’colour schemes forthis autumn/winterseason are checks in avariety of colourways.

Are they looking forrugs that last or a‘value’ option?


See thosesales grow!ETN has the latest high visibilitynews and products

Gap in the market?A worryingly high proportion of riders choose not to make use ofhi-viz gear, according to a new British Horse Society (BHS) survey.

The upside of such a startling revelation is that there appears tobe plenty of potential for converting the sceptics into hi-vizbuyers!

The BHS points out that wearing hi-viz equipment when ridingon the road can give vehicle drivers three seconds extra ‘reactiontime’ – that’s equivalent to a car, driven at 30 mph, travelling thelength of a dressage arena.

Wearing hi-viz gear can also make a rider more visible torescuers if lying injured following a fall.

Hi-viz for allBattles’ HyVIZ range covers waterproof riding jackets,tabards, waistcoats, hat bands, arm and leg bands,tail bands – and even a bridle set. In pink and yellow,it’s all certified under the BETA hi-viz scheme.t 01522 529 206.

The Parsons RumpWORCESTERSHIRE horsewoman JanParsons invented the Parsons Rumpto help keep herself and her horsessafe when hacking on the roads.

The hi-viz device is secured to thesaddle by a patented coupling. TheParsons Rump is adjustable anddesigned to give more freedom thanan exercise sheet.

Jan can create bespoke sizes andwelcomes trade enquiries. t Jan Parsons 01684 310049.


This is nosoftly, softlyapproach!“OH, my goodness, I thoughtyou were a policeman,” calledout the motorist as he sloweddown almost to a halt next tothe horse I was riding.

Yes, I was wearing the Politerange by Equisafety, writes LizBenwell. And that wasn’t theonly ‘big’ reaction I had. Everycar slowed down by at least50%, some gawped and whitevan man, mobile phone to ear,looked terrified. But they allsteadied up; and that’s all mostriders care about.

This range of hi-viz gear,enhanced with blue and whitehatching reminiscent of thepolice, is probably one of thecheekiest ever to hit theequestrian market. It’s also verywell made, thoughtfullydesigned – I particularly like thezipped pockets in the waistcoat- and well packaged for retailsale.

Equisafety achievedinvaluable coverage on thenews pages of Horse&Houndlast month under the headline‘Double take for riders in Proliterange’.

“The Horse&Hound articlehad a great response, but weare finding that we are getting more sales due to word of mouth,” Equisafety’sNicky Fletcher told ETN.

“We get some fantastic emails from customers saying what an amazingeffect it has on slowing the traffic down and our Facebook friends areconstantly posting photos of them wearing the range, which I love to see.”

The Polite brand has been trademarked. “We have had two companies copyus but they were dealt with in court,” added Nicky.

So what do the police make of it?“We have worked from the beginning with the police. We’ve made sure

that we don’t cross the line and laws aren’t broken. There is nothing they cando to stop it,” said Nicky.t 0151 678 7182.

Hi-viz for horsesEQUETECH’S British made Vision Neckband isadjustable to fit all shapes and sizes. A girth strapholds it in place.

Available in pink or yellow, it has an RRP of£16.25 and is made from soft 38mm polyesterwebbing with printed 25mm reflective stripe.

Equetech also offers a hi-viz breastplate andbands that snap around equine boots. t Equetech 01296 688 966.

Trade onlywebsiteV-BANDZ launches a tradeonly website this month(July).

At the password protectedsite www.v-bandz.com,retailers can purchase thecompany’s products that aretested to a CE level ofEN1150 and EN13356. Anonline newsletter is alsoavailable.

This autumn, V-Bandzlaunches a CE compliant,flashing lightweight harnessand hatband for riders. t 0845 095 6810.

Coming soon to AsiaROCKFISH is hoping to break into the Asianmarket with its hi-viz gear, just as it’s donewith its wellies.

“The Asian market has suddenly got veryoutdoorsy,” said Jules Aldred of Rockfish.“They are getting into cycling, riding, hikingand walking and want specialist garments forspecific sports.”

Rockfish’s new Pro-lite wellington boot isselling via a number of department stores,such as Lotte and Aland, in Japan, Korea andChina and has recently appeared in Asianfashion publications.

Pictured is a garment from the company’shi-viz collection. This waterproof, soft shell jacket with detachable hoodcomplies with EN1150 and has an RRP of £74.99.t Rockfish 01503 240615.

BETA scheme explainedTHE British Equestrian TradeAssociation (BETA) introducedits High Visibility CertificationScheme to end confusionsurrounding hi-viz garmentsand accessories.

The scheme was createdfollowing industry concernsover the number of uncertifiedgarments on the market andthe re-classification of high-visibility garments under EU legislation to category II Personal Protective Equipment (PPE).

BETA’s scheme denotes compliance with the three high visibilitystandards for equestrian clothing. Coloured labels and stickerscorrelating to each are used - EN471 is represented by an aqualabel, EN1150, a royal blue label and EN13356, a navy blue label.

Westgate EFI, Battles, V-Bandz and Airowear are already signedup. Those wishing to join should contact BETA.

“The scheme highlights that its member companies that areproducing safety garments that are properly tested and conform tothe appropriate standard. It also helps consumers make informedchoices,” said BETA’s executive director Claire Williams.

“As there still appears to be a certain amount of confusion inthis sector, it would be extremely helpful if retailers could informtheir local colleges and riding centres about the need for theiremployees to wear hi-viz garments that meet the EN471 standard.

“Many may still be riding in non-compliant or leisure garmentsthey mistakenly believe to be hi-viz.”t BETA 01937 587062.

Safe and visibleAIROWEAR’S hi-viz range useshigh quality materials withfluorescent, reflective and retro-reflective properties to makeriders as visible as possible.

Airowear has joined the BETAhi-viz scheme, while all of its hi-viz tabards and waistcoats areCE marked and tested toEN1150 for leisure use.ETN asked Airowear for sometips on which hi-viz gear tostock as basics:• Hat bands make good 'add

on' sales with helmets andare hassle-free for riders. Thebest type are the elasticised,slim-line hat bands designedto fit around all styles ofhelmet and which can stay onall year round.

• Hi-viz exercise sheets areparticularly effective because their bright, block colours help riders to be seen from a longdistance. The best examples are those which are waterproof with a smooth fabric andfillet strings to minimise flapping. Saddle and girth straps to secure the sheet are usefultoo.

• The traditional hi-viz waistcoat remains popular because it’s designed to be lightweightand adjustable for easy wearing over light clothing in summer and heavier clothing in thewinter. t Airowear 01434 632 816.

RETAILTIP


Every picture tells a storySaddle fitter Ken Lyndon Dykes devises a way of encouragingclients to take a reality check.

A considerable percentage of theenquiries I get for new or second-hand saddles originate over thetelephone - and many relate to

horses and riders I’ve never seen before.Thus my ability to arrive at the client’spremises with a selection of saddles likely tofit the horse and be suitable for the rider isdependent on the information provided overthe telephone.

The questions I ask about the horse includeall the normal ones – breed or type, height,age, some aspects of conformation such aswither, level of fitness and how much it variesthroughout the year, stable or grass kept, themain discipline or sport and the level of theinvolvement. I also add a few additionalquestions – things that occur to me whilst weare talking.

Questions relating to the rider(s) includeheight, weight, competition level and/orriding standard, whether or not regularlyhelped by a trainer or instructor, what type ofsaddle –or if the client wants a generalpurpose saddle, the main discipline or sport -any preferences in regard to brand, colourand so on. Again – I ask for additionalinformation regarding some of the answersthe client has given.

You would imagine this adds up to areasonably infallible description of theanimal. One that enables me to select 20 orso saddles likely to provide a good fit for thehorse and accommodate the ridercomfortably. Of course, the answers oftenreveal a potential problem – a horse sharedby two riders of vastly differing height andphysique for example. (I then aim toaccommodate the taller/larger/heavier rider.)

Therefore - it is extraordinary the degree towhich some descriptions are totally unrelatedto reality. Only a couple of months ago I wascontacted by a lady who described herself as‘about 5’ 7” and quite slim’ – and her horseas ‘a 15.2 hack-type I compete regularly’.

I arrived in the yard and was greeted by avery amply proportioned lady and I asked ifmy client had arrived – obviously assuming

this wasn’t she! ‘That’s me’, she said. Shethen presented the horse - a very hairy cob-type – and proceeded to tell me that thekind-looking animal is ‘brilliant to hack outno matter what the circumstances’! Sheadded ‘he’s doing very well in the classes myriding club runs for the Best Hacking Horse’!

In my mind’s eye I had been visualising a

slim, competent rider on an immaculatelypresented show hack. What I got was anover-endowed lady on a plain but sensibleanimal of indeterminate breeding.

One quite surprising thing in his favourwas that he had a decent wither, a realsaving grace in these larger, cob-typeanimals. And luck was with me that day; Ihad on board a number of saddles I hadselected with my next client in mind – a riderwhose description of her own physique justhappened to correspond rather well with themuch-larger-than-expected client!

There really isn’t much point in the clientdeliberately providing ‘false’ informationwhich usually relates to mistakes or to theclient’s preference for spectacles of the rose-tinted type. Whatever the reason, every nowand then I encounter a situation where notone of the saddles I have so carefully selectedis suitable. Then – when the client is

presented with a bill for call-out and mileage– it is he or she who is discomfited!

I hope I’ve found a simple way of at leastameliorating a perennial problem – one thateveryone in the industry will have experiencedmany times over.

I’m asking clients to confirm their verbaldescriptions in an email – and also to forwardrecently taken digital image(s) of themselvesand their horse. Already there are signs thatthis is encouraging a greater sense of reality!Every picture tells a story and the images -plus written responses to questions – aredefinitely helping to reduce the type ofproblem I have described.

The act of confirming in writing is helpingto focus clients’ attention on the importanceof providing correct information - and tocheck the accuracy before pressing the ‘send’key. I’ve only so far had a couple of moansand no downright refusal to comply.

Clients actually appreciate that this type ofinvolvement helps to eliminate potentialproblems and so enable me to provide aneven better service. Anyway, emailing theclient a form with standard questions tocomplete – plus suggestions of additionalinformation they may consider helpful –means their answers generally only occupy afew minutes.

I am also attaching their written responsesto the standard saddle fitting certificateprovided at the conclusion of every fitting -additional data that could be useful duringlater visits. Useful records all round.

I visualised a slim,competent rider on animmaculate show hack. I got an over-endowedlady on a plain animal ofindeterminate breeding.

About the authorKen Lyndon-Dykes is a saddle designer,Society of Master Saddlers' QualifiedSaddle Fitter and former internationalthree-day event rider.

Asking clientsfor photographsencourages asense of reality.

His saving grace was a decent wither.

MS AVIS MERSON T/A ANIMAL FEED CENTRE, UNIT 3B MART ROAD ENT.PARK, MINEHEAD, SOMERSET TA24 5AR £870

MR CHRISTIAN BENNETT, IBN STABLES, AMOTHERBY, MALTON, NORTHYORKSHIRE YO17 6UP £403

MRS JENNIFER ABRAHAM, SOUTHBROOK STABLES STUD FARM, FURLEYBRROK ROAD, DURLEY, SOUTHAMPTON, HAMPSHIRE SO32 2AR £1,269

MR JONATHAN WARRINGTON T/A RHOS FARM WARMBLOODS, CRESTA,WEST PUTFORD, HOLSWORTHY, DEVON EX22 7UY £222

BIGLAND HALL EQUESTRIAN LTD, BIGLAND HALL, HAVERTHWAITE,ULVERSTON, CUMBRIA LA12 8PB £477

MS JACQUELINE DIXON, WESTSIDE STABLES, THE STREET, BADWELL ASH,BURY ST EDMUNDS, SUFFOLK IP31 3DP £3,057

G A HUFFER LTD, 15 BELMONT COURT, NEWMARKET, SUFFOLK CB8 9PB£32,861

MS SARAH MILLARD T/A FIRS FARM EQUESTRIAN, 1 RAGS ROW, BANBURY,OXFORDSHIRE OX17 1AG £108

SPIGOT RACING LTD, SPIGOT LODGE, COVERHAM, LEYBURN, NORTHYORKSHIRE DL8 4TL £2,454

CHELSEA COUSIN T/A GALLOP GIRL EQUESTRIAN, 38 CLOUGHFIELD,PRESTON, LANCASHIRE PR1 9FF £938

FALCON EQUINE FEEDS LTD, R/O WELLESLEY HOUSE, 204 LONDON ROAD,WATERLOOVILLE, HAMPSHIRE PO7 7AN £111

D S L HORSEBOX & TRAILER REPAIRS, 2 OLD ROW, SUDBROOK, CALDICOT,GWENT NP26 5TD £296

HORSING AROUND SADDLERY, HOME FARM, ROWE HILL, HOLT, WIMBORNE,DORSET BH21 7EB £268 & £180

COMPLETE HORSE & PET SUPPLIES LTD, UNIT 12B BALIR ROAD, FILHAMMOOR IND. ESTATE, IVYBRIDGE, DEVON PL21 0UR £496

WYVERN EQUESTRIAN LTD, UNIT 8 BEARE WORKS, BROADCLYST, EXETER,DEVON EX5 3JX £704

MS SHELLEY GULLIFORD T/A CHALFONT SADDLERY, ROWAN GARDENCENTRE, GORELANDS LANE, CHALFONT ST GILES, BUCKS. HP8 4AB £1,602

KARL RICHARDS T/A TACK EXCHANGE, BLEANAU ISAF, CROSS HANDS,LLANELLIE, DYFED SA14 6DD £946

LOUISE PAULTON T/A FIRST CHOICE 4 PONIES, SPENCE’S FARM, LAUGHTON,LEWES, EAST SUSSEX BN8 6BX £246

MR BERNARD HACKETT T/A HACKETTS SADDLERY, UNIT 7 SYCAMORETRADING ESTATE, SQUIRES GATE LANE, BLACKPOOL, LANCS FY4 3RL £357

JOSS SAVILLE RACING LTD, STANDRIDGE FARM, SLAIDBURN CLITHEROE,LANCS BB7 4TR £1,827

WESTLANDS STUD, WESTLANDS FARM, RUSS HIL, CHARLWOOD, HORLEY,SURREY RH6 0EL £1,369

REDMIRE STABLES & BUILDINGS LTD, FIVE OAKS SAWMILL, FIVE OAKS,BILLINGSHURST, WEST SUSSEX RH14 9BD £6,272

EQUINE CARRIERS (BURWELL) LTD, OLD HIGHWAY DEPOT, REACH ROAD,BURWELL, WISBECH, CAMBS CB25 0GH £93

GOYT MILL SADDLERY LTD, GOYT MILL UPPER, HIBBERT LANE, MARPLE,STOCKPORT, CHESHIRE SK6 7HX £477

MRS CAROLE PHILLIPS T/A MEDWAY FARM EQUESTRIAN CENTRE, MEDWAYFARM, SOUTHMINSTER ROAD, ALTHORNE, CHELMSFORD, ESSEX CM3 6EN£604

WOODHOUSE STABLES LTD, MILLFIELDS, HYDE MILL LANE, BREWOOD,STAFFORD ST19 9DJ £3,485

MR M SMITH T/A HIGHER PARK FARM RIDING SCHOOL, 5 VINCENT ROAD,KINGSTON UPON THAMES, SURREY KT1 5QQ £420

MS CAROLINE JONES T/A WYKE ANIMAL FEEDS, PEARTREE WORKS,WOODSIDE ROAD, WYKE, BRADFORD BD12 8HT £811

MRS L BISHOP T/A BLAKESHALL RACING, BLAKESHALL FARM, PARKSIDE,BLAKESHALL, WOLVERLEY, KIDDERMINSTER, WORCS DY11 5XW £1,112

County Court Judgments from England and Wales andthe Scottish version, which are called Court Decrees.

The judgments listed are those recorded by the RegistryTrust Ltd and appear to be of a commercial nature.Judgments/Decrees can be for damages rather than debts,and their listing here does not imply an inability to pay.

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

Eque

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anTr

ade

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Editorial for consideration should be received by 8 August. Telephone: 01937 582111 Email: [email protected]

• Worming focus –plus AMTRA accredited SQP CPD feature

• Firing on all cylinders –feeding for optimum condition(feeds only, supplements andbalancers in October issue)

• Cutting Edge –clippers and accessories

• Saddlery Plus –stirrups, girths, numnahs and breastplates

List your website hereFor more information call 01937 582111

SEPTEMBER ISSUE

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etn - equestrian trade news - july 2011

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