Odyssey helmet

Keenly priced collection has on-trend design options. 

Premier Equine has developed a range of riding helmets. 

It’s the first time the brand, best known for its rugs and horse boots, has branched out into rider safety equipment. 

A core collection of three low-profile, lightweight helmets is available to the trade. Each has an RRP of around £100.

Centauri helmet

The Odyssey, Centauri and Endeavour are kitemarked to PAS 015:2011 and VG1 01-040 2014-12. 

“This is a new market for Premier Equine,” said a spokesman.

“We have extensively researched and tested, with advice of market experts, to develop these helmets to the top safety standards.”

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Offer lasts until the end of April. 

Dodson & Horrell is to offer CushCare Condition and Ultimate Balancer at 25% off for the trade and consumers this spring. 

The products are available to order from 1 March and the promotion lasts until 30 April 2022. 

Both feeds are low in starch and sugar, making them ideal as the grass begins to grow again, says Dodson & Horrell. 

CushCare Condition is high in protein and oil to promote weight gain and maintain muscle, while supporting immune, digestive and joint functions. It’s suitable for equines prone to laminitis.

Ultimate Balancer is a low-calorie source of vitamins and minerals with additional digestive, hoof, recovery, immune and high-quality protein support. 

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Online seminar is free and offers rare chance to ask questions.

Peter Menet, the innovator behind Amerigo saddles, is to host an online seminar for the first time. 

The founder and designer of the famous Italian brand will share his saddling philosophies on Zoom on Friday (18 February) from 1pm to 3pm. 

Peter Menet, the innovator behind Amerigo saddles

Peter will cover the technical principles behind the Amerigo brand across various models, plus key saddle fitting factors. 

New Amerigo products for 2022 will also be presented. 

"This is the first online seminar Amerigo has ever presented," said Simon Middleton, managing director of the brand’s UK distributor Zebra Products. 

"It’s a great opportunity to learn from a world authority on saddles and saddle fitting, as well as getting the heads-up on this year’s new launches."

Anyone who would like to attend the virtual seminar should email Simon@zebraproducts.co.uk There is no cost. Questions can be submitted in advance of the seminar.


“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.

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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.



Market encountering challenges on the other side of the world too.  A strong showing of British companies has exhibited at Equitana Melbourne, Australia’s major shopping-and-demos...
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