BETA International is a big hit with American companies that are returning to exhibit at its 2020 show. WF Young/Absorbine, Shapley’s Superior Grooming and Life Data Labs are all set to take their places at the global industry buying and business event at the NEC, Birmingham, UK, from 19 to 21 January.

WF Young director of marketing Amy Cairy said: “BETA International remains a firm date in the Absorbine calendar. It is a great place for us to meet up with distributors, as well as providing an opportunity to meet face to face with many Absorbine stockists.  

“The atmosphere is a good mix of business and social, and we enjoy catching up with news from the UK and Europe, as well as getting excellent market feedback.”  

Show organiser Claire Thomas added: “We are extremely pleased to welcome our American counterparts back to BETA International. The fact that they choose to have a presence here is a tremendous testimony to the show’s quality buyers and its global influence. 

“According to the 2019 National Equestrian Survey, the value of the UK’s equestrian sector stands at £4.7bn, so there is plenty of opportunity for exhibitors to tap into this.

“We would encourage all American companies from the equestrian, country, pet and giftware sectors to follow suit and join us. Exhibiting makes good business sense on so many levels and ticks lots of boxes in terms of financials and ease of access, with an airport on site.”

Companies wishing to find out more about exhibiting can register their interest here [] or contact BETA International sales manager Darren Mottershead for further information, telephone +44 (0)1937 582111 or email