BETA Feed Code

Introduction to The BETA Feed Code of Practice for the Marketing and Promotion of Equine Feeding stuffs

The latest of BETA's Codes of Practice was introduced in 2002

1. Reasons for the development of the code

The development of the Code started in 1998, when the Feed Committee of BETA was formed to better represent the interests of feed companies. At an early stage it was agreed that standards of trading and marketing practices were a priority for attention, including education of both trade and retail. 

One of it main goals was to develop a code of practice which would set standards and create a unified approach to promoting and marketing products as well as communicating this to the horse owning public. 

Unlike other feed industries prior to the formation of the Feed Committee no one organisation truly represented the interests of equine feed manufacturers and distributors. With the upsurge in legislation concerning feed industry to have representation at legislative level. BETA is well placed to take on this role and with the support and work of the Feed Committee has already had some success. 

2. Aim of the Code BETA Feed Code

A. To provide guidance for manufacturers and marketers of feed to ensure that legislative requirements are being met, and as a result increasing overall standards and levels of awareness. 

B. Put the industry's house in order. 
To effectively lobby government and be seen to represent the industry, the industry and its representative body must be respected by authorities such as the Food Standards Agency (FSA) and similar bodies. Development of the Code gives BETA and the industry credibility. This is especially important in light of issues such as energy declarations and the debate over heating and non-heating. If the industry can regulate itself, then it can play a role itself in ensuring standards are set and kept.

C. Promote confidence amongst consumers. 
By seeking out members of BETA who subscribe to the Feed Code of Practice the consumer can be re-assured that feed products are being responsibly sold and the marketing of these products is not misleading. Consumers (and retailers) will be able to recognise a feedstuff that is responsibly marketed and packaged and therefore legal and non-misleading.

D. Promote the United Kingdom as a world wide industry leader.

Beta's role will be one of co-ordination and education, guiding companies in the right direction. By BETA taking action on justifiable complaints, results will be achieved faster. 

3. What is the code? 

Code of Practice for the Promotion of Equine Feeding Stuffs
The Feed Code will become the instrument through which the equine feed industry / BETA Members are able to regulate themselves. It is important to stress that at present it is not a manufacturing standard but instead assumes that the products have been manufactured in accordance with best manufacturing practices. and is therefore not an indication of the quality of the product. 

The Feed Code as drafted is no more or less than a codification of what is currently law with certain additions and explanations- ie. it is a reflection of legislation, but enclosed in one document as a guide to the existing legislative documents. The idea is to help industry to comply with the law and provide a tool by which the industry can regulate itself and implement its own sanctions against members should this be necessary.

The equine feed and "supplement" market is one in which there is much diversity and often some confusion on the part of consumers and companies as to what claims can be made for products. Many companies are fully aware, but equally many are not aware of their obligations under the law. Ignorance or the excuse that it has always been done a certain way is no defence.

The Feed Code represents a set of guidelines which will help companies in the right direction. It will help them to ensure that they are operating legally.

5. Who does it apply to?

Anyone involved in the manufacturing, promotion and/or marketing of feeding stuffs - from manufacturers through to importers, wholesalers and retailers marketing their own brand of feeding stuffs.

6. What does it apply to?

Any unlicensed branded complete or complementary compound feeding stuff.
Coarse mixes, Cubes, nuts, chops, haylage, treats, blocks, licks, herbal, vitamin and other mineral "supplements". 

7. How?

The Feed Code applies to all members of BETA - implicit in BETA membership is the agreement to trade legally and abide by all BETA codes of practice. 
The assumption is made that all companies will already be complying. Failure to do so could mean they were operating illegally and BETA's role would be therefore to inform them of this. Any not complying may become the subject of complaints.

The Feed Code allows for a complaints process, starting first with company to company conciliation. In the event of this failing, complaints can be sent to BETA for action/adjudication.
Failing a resolution the complaint will be considered by the Feed Code's Regulatory Committee, comprising both independent and industry members who will meet to decide on any unresolved complaints. A fee will be required from the complainant should the complaint not be upheld. Their decision is binding for the members concerned and may lead to a warning if a company is found in breach of the Feed Code and could lead to the company being made to resign as a member of BETA with attendant publicity. 

The Feed Code works by promotion - initially within the trade and to BETA retailers. The BETA logo on product will prove membership of the Code. The profile that the Feed Code gives to BETA members will lead to non-BETA members wishing to show compliance as well by joining BETA themselves. 

In the longer term the aim would be for the Feed Code to acquire consumer recognition. Just as the BETA Body Protector Standard and logo is now recognised and demanded throughout the UK and abroad so it is hoped that in time the Feed Code and BETA logo will become recognised as a mark of quality on equine feed. For this to succeed it will be vital for BETA members to promote their compliance with the Code in their own communications with customers, both trade and consumer. 

It is hoped that the Feed Code will serve to unite the industry in the interests of good practice and communication.