“Our customers quite rightly demand transparency and sustainability,” says supplier.

The Golden Paste Company’s High Strength Turmeric Capsules for people have been certified organic by the Soil Association.

The capsules, which are popular with riders, have three organic key ingredients. 

They contain turmeric from Indonesia, piperine (the bioactive in black pepper) and flax oil.

Organic product sales hit a 15-year high in 2020 in the UK, according to the Soil Association which developed the world’s first organic standards in the 1960s.

Today the Soil Association offers organic and sustainable certification schemes across food, farming, catering, beauty, wellbeing, fashion and forestry.  

“Our customers quite rightly demand transparency and sustainability when it comes to the ingredients in supplements, so organic certification for our High Strength Turmeric Capsules was an important step,” said Hattie I’Anson, international and strategic lead at The Golden Paste Company.

Turmeric based horse and dog supplements are also available from The Golden Paste Company. 

Natural image by Raw Pixel


Retail display competition set to promote new product.

A £500 prize bundle is on offer for the best retail display of HorseHage’s new Mollichaff Light Molasses Free feed.

To be in with a chance of winning £250 worth of M&S vouchers plus £250 worth of branded clothing, retailers can take part in the competition by email or via social media.  

To enter, retailers should send HorseHage and Mollichaff a message on Facebook or Instagram, or email them at competitions@horsehage.co.uk for a display pack to get them started.

Stockists will also receive a box of chocolates as a thank you for entering.  

Retailers can enter by posting a picture of their display on their store’s social media and tagging @HorseHageandMollichaff; or by emailing a photograph to competitions@horsehage.co.uk along with a contact name and telephone number.

The competition is open to all UK stockists. Entries close on Monday, 28 February.

Mollichaff Light Molasses Free is made from dried grass, straw, soya oil and flavouring, with added fibre pellets. 

It’s suitable for adding fibre to a horse or pony's diet, whatever their level of work.

Birthday vector created by pch.vector


New product has winning branding and retailer incentives.

Dodson & Horrell’s new equine treats – Encouragemints - were named in a competition won by Lancashire horse owner Sarah Clucas. 

And now the cleverly-christened product is rolling off the production line ready for trade orders. 

Low calorie, low starch, low sugar Encouragemints can be fed from the hand, in a bowl or from a treat ball.  

To launch the treats into the trade, Dodson & Horrell is offering a free treat ball for the first 100 customers to order Encouragemints* and on a ‘Buy 9, Get the 10th Free’ promotion thereafter during February.  

(*Available from 1 February, on a first-come, first-served basis to those ordering a minimum of 15 tubs). 

Encouragemints come in 4kg resealable tubs (RRP £7.50 each). The packaging features Sarah Clucas’s horse Alfie. 

“I came up with the name Encouragemints as that’s exactly what I use treats for with my horse,” said Sarah, “a bit of encouragement or bribery…” 


“It’s only fair when the tables turn,” says director.

Gallop Equestrian has introduced a rollback to 2020 trade prices on its Simply Trojan range of turnout rugs. 

Thanks to a rollback, trade prices on Gallop’s Simply Trojan turnout rug range have reverted to 2020 rates.

The company says it can offer retailers the saving because shipping rates are stabilising.  

Gallop Equestrian’s move – at a time when rising living costs are making mainstream news headlines - appears to buck the common trend. 

“I believe we’re the only company to do the rollback whilst others are increasing their prices,” says company director Bobby Taak. 

“It’s only fair to pass on the savings when the tables turn.”

Gallop Equestrian’s rollback on its Simply Trojan rug range means better RRPs in 2022, added Bobby.  

Meanwhile margins for retailers have increased to enable a 100% mark-up.


“Be ready with sales solutions for unfolding market trends.”

As 2022 dawns, NAF has pledged to give stockists every opportunity to enjoy their best sales year yet.

The Wall of NAF at Hog House Animal Feeds

“During the last couple of years, we’ve received great support for our brands and we reciprocated by endeavouring to offer the same level of service in spite of a number of different challenges,” says Isla Boxall-Loomes, of NAF.

Now the team at NAF wants retailers to make full use of the company’s enhanced services and exemplary support packages. 

From in-person visits from area sales managers to the happy spin-off effect of NAF’s many partnerships across the equestrian world, the company is working towards soaring retail sales this New Year. 

Resolving to support retailers in 2022

Partnerships such as the one with the British Equestrian Teams, for whom NAF is the Official Supplier of Equine Supplements and Horse Care Products, raise the profile of products on your shelves.  

Clean Sport is crucial to NAF’s partnerships, and it’s an area in which the company leads the way by guaranteeing full traceability. Expect competitors to seek brands they can trust in 2022. 

Equine welfare will stay in the headlines this year. NAF loves working with retailers and their customers for the good of the horse. Look out for and share NAF’s advice and inspiration across your media channels. 

Face-to-face contact is back. NAF’s area sales managers (ASMs) reach every one of their trade customers with in-person support where possible, plus email and phone contact. ASMs’ local knowledge is crucial to help retailers stock the right products too.  

Autumn Merchandising

A new year is a good time to renew and refresh. Work with your NAF ASM on merchandising, stock control, problem solving and product training. They’ll help you create a ‘Wall of NAF’ to fit your store’s layout. 

Be ready with sales solutions for unfolding market trends by asking about NAF’s bespoke merchandising services. The depth of the range allows flexibility to suit every store. 

Get in on the act with NAF’s impressive national advertising campaigns online, in print and on social media. Stockists have access to campaign collateral, additional assets and information. 

Stock turn is everything in retail. Make this the year you take advantage of NAF’s regular category management reviews for guidance on what should be on your shelves and when.  

Retain your customers in 2022. NAF has loyalty schemes and promotions that keep consumers coming back. 

Equestrian consumers grow ever thirstier for knowledge. Remind your customers about NAF’s free nutritional advice line (tel 0800 373 106 or info@naf-uk.com) or use it yourself before passing on the information. 

2022 could be the year that specialised retailing and personal service comes into its own more than ever. 


“This is a milestone achievement for us as a company.”

Bedmax has become the first equine bedding company to become BETA NOPS accredited. 

The British Equestrian Trade Association (BETA) has been planning the scheme since January 2020, which aims to minimise the risk of contamination by naturally occurring prohibited substances (NOPS) in equine bedding products. 

Carrying this badge certifies that all products from Bedmax’s range, which includes Bedmax, Littlemax, and Stockmax shavings and its recently launched Strawmax straw pellet bedding, conform to the current best practice in minimising the risk of contamination by NOPS. 

Contamination by naturally occurring prohibited substances has been an ongoing problem with performance horses for some time and the FEI takes a no tolerance stance to prohibited substances. 

The list of prohibited substances is long, and the rules can be difficult to navigate. The problem often lies in inadvertent cross-contamination from external sources which is not just a problem for professional riders, but amateur and hobby riders too, says BETA.

Prohibited substances in bedding can be absorbed into a horse’s or pony’s system if contaminated bedding becomes mixed up in hay, for example, and even tiny quantities can be detected and result in a positive doping test. 

Tim Smalley, managing director at Bedmax

Spot testing is much more common at all levels of professional and amateur competition in all disciplines, and riders need to be vigilant as fines can still be administered if they are unable to prove that all preventative measures have been taken.

BETA first launched its NOPS Code for Equine Feed in response to the increase in incidents in positive doping tests. Further research revealed that bedding is also a common source of cross-contamination, and so the BETA NOPS Code for Equine Bedding was set up to recognise manufacturers that conform to the current best practice in minimising the risk of contamination by NOPS.

Claire Williams, executive director of BETA said: “I am so pleased to see the years of work on this scheme coming to fruition.  It seemed logical to develop this programme to complement the NOPS Feed code, when bedding and feed are so closely associated. Working alongside our independent auditors, Kiwa, we have produced a scheme that adds another level of risk assessment to bedding production that I believe is unique.  

“Congratulations are due to Bedmax on auditing successfully to the standard.  I know how much work they have put in to ensuring that they meet the standards that we have set.”

Carrying the NOPS logo also assures customers that equine bedding products are marketed fairly and legally. It means that claims are evidenced and offers peace of mind that bedding products receive the same amount of scrutiny for the risk of prohibited substances as feed.

For Tim Smalley, managing director at Bedmax, NOPS accreditation is a landmark in the bedding company’s 21-year commitment to excellence.  

“This is a very positive step forward for both Bedmax and the equine industry, especially professional riders and trainers. Unlike feeds and supplements, you don’t get a list of ingredients on a bag of bedding so it’s important to know that the manufacturer has taken steps to ensure the product does not contain prohibited substances.

“I am delighted that we are the first bedding company to carry the BETA NOPS badge and I hope this will help all equestrian organisations in their drive to make competition at all levels as clean and fair as possible. We pride ourselves on providing customers with the highest quality of equine bedding, and this is a milestone achievement for us as a company.”

Stables photo by Kenny Webster


Ben Maher competing at the London International Horse Show. This year’s show will be at ExCel on 16 – 20 December with live BBC coverage.

Supplier and retailer join forces for pre-Christmas show.

Distributor Zebra Products has teamed up with a retailer to launch new equine jumping boots at the London International Horse Show (16 – 20 December).

North-east Lincolnshire based Hudson Equine, run by former international groom Michael Hudson, is to showcase the Veredus Absolute range on its trade stand.

“It’s great to have a young retailer with vast experience of competition horses introducing Absolute jumping boots to the equestrian public,” said Simon Middleton of Zebra Products, which distributes Veredus to the trade in the UK and Eire.  

Veredus ambassador and Olympic champion Ben Maher will parade, and possibly compete, his gold medal winning ride Explosion W at the London International Horse Show.

To create Absolute boots, Veredus has extended the gel and carbon protective surface from the flexor tendon to the fetlock.

Yet the Absolute retains the characteristics of the brand’s popular Vento boots with their double ventilation for exceptional breathability. 

Live on TV

The BBC is to broadcast live from the London International Horse Show which has moved from Olympia to ExCel this year.

Fans can enjoy more than 16 hours’ coverage on BBC 2 and the BBC’s digital platforms including the red button.

Highlights include the Puissance on Thursday evening, the FEI Dressage World Cup Freestyle on Friday, the complete Saturday evening programme, the FEI Jumping World Cup on Sunday plus Sunday’s London International Grand Prix.


Promotion on winter range backed by marketing kit. 

Nettex is offering retailers a 15% discount on orders placed for its Winter Warriors products via Trilanco throughout December and January.

The promotion includes Muddy Marvel Seven Day Mud Away and Muddy Marvel Barrier Cream. 

“I’ve used a lot of different products over the past decade and can safely say the Muddy Marvel range is my absolute go-to for helping to protect lower legs in winter,” says Fiona Farmer, an equine vet who works with Nettex. 

The 15% discount applies until 31 January, 2022. 

The nine products included are Traditional Pig Oil, Lavender No-rinse Wash, Veterinary Surgical Scrub, V.I.P Hoof Builder, Frog Health and the Muddy Marvel products – De-Scab, Disinfect, Barrier Cream and Seven Day Mud Away. 

A retailers’ marketing digital toolkit is available to download from Nettex.

The full range of Winter Warrior products is available to order via Trilanco.

For more information on the range or for marketing support please speak to your Nettex representative. 


Product voted top by equestrian testers.

NAF’s Silky Mane & Tail D-Tangler has won the latest ‘best in test’ assessment by Horse&Rider magazine. 

The popular product was up against a host of other big brands of mane and tail detanglers being put through their paces by busy equestrians. 

Feedback on Silky Mane & Tail De-Tangler included “quick-acting formula which allowed knots to be brushed out quickly after spraying” and “had a lovely scent and left the hair shiny and glossy.”

Another tester reported: “Used on a regular basis, it’s reduced grooming time as it has prevented the build-up of mud and knots in the hair.”

A delighted Isla Boxall-Loomes of NAF said: “It’s a great way for us to end one year and head into another.”

If you’d like more information on Silky Mane & Tail D-Tangler, get in touch with the friendly NAF team today for more details. Please contact your NAF Area Sales Manager or the NAF Sales Office on 01600 710726 or email info@naf-uk.com

  • See the January 2022 issue of ETN for more ‘best in test’ winning products.

Horses Image by Susann Mielke


NAF chairman Richard Cleeve welcomes Valegro to the factory where the dressage legend’s favourite treats are made.

How to treat a legend…

Dressage superstar Valegro has unveiled his new favourite snack - Blueberry & Banana Treats, made by NAF.

Valegro’s groom Alan Davies rewards him with some Blueberry & Banana Treats.

In the build-up to last month’s launch, the triple Olympic gold medallist visited NAF’s Monmouthshire factory to oversee production and conduct a taste test. 

Known as Blueberry at home, Valegro and Charlotte Dujardin captivated the world as they danced to Olympic, European and world titles. The affable gelding, now retired from competition, still lives with dressage maestro Carl Hester who owns him with Roly Luard and Anne Barrott.

Carl and his international travelling groom Alan Davies – who accompanied Valegro on his trip to the NAF factory - have famously said that the way to the great horse’s heart is via his stomach.

“I’ve had the pleasure of being Valegro’s owner since he was just three years old,” said Carl. “Alongside loving his work as one of the world’s best dressage horses, Valegro’s other favourite pastime is enjoying his food and snacking whilst out on hacks. 

“Blueberry & Banana Treats from NAF have fast become his new favourite snack and their low calorie, low sugar formulation makes them the ideal daily treat,” added Carl.  

“It’s also reassuring for us to know that the treats have been formulated, manufactured and packaged in line with NAF’s stringent Clean Sport policy and, as such, they are now also a show day essential for rewarding our horses.”

Alan Davies added: “Valegro truly is a legend and it’s wonderful that he now has a treat specifically dedicated to him.

“I know that he’s thrilled with the taste as when I open a bag on the yard, his eyes are straight on me! In fact, these treats have become a yard favourite, but Valegro always gets the first one of the day.”

Formulated using only the best quality ingredients, these highly palatable treats are ideal to feed every day or occasionally as a reward or training aid.

NAF Blueberry & Banana Treats come in 1kg bags – featuring Valegro’s picture, RRP £3.99. NAF has four other treat flavours – Appy, Cherry, Hedgy and Minty.



A government safety alert has been issued. Some Nathe bits are being recalled due to concerns that they could break.  The recall involves single and double-jointed...
Subscribe to our Newsletter
The online ETN Newsletter brings the latest equestrian trade news direct to your mailbox. Packed full of industry talk, news, products, sponsorship and trade appointments, it keeps you in touch with everything that is happening in the trade..