Who’s new at BETA International 2009?

Jan 19 2009

Brand new exhibitors are set to present some unusual and exciting products at BETA International 2009 at the NEC, Birmingham, UK on 15-17 February.

French wholesaler Ekkia, distributor of 18,000 equestrian lines to 50 countries, is among the debutants. Alongside 20-plus own brands, BETA International visitors can also become acquainted with Equi-Theme, CSO, Eric Thomas, Riding World, Belstar and Hippo-Tonic.

“Our goal is to offer the best quality/price at each level of branding and to be considered a precursor in equestrian trends,” said Samantha Stoll of Ekkia. “We launch new products in trendy colours several times a year, and many shown at BETA International will be new to the British market.”

Another newcomer is Mucros Weaving, manufacturer of hand-woven scarves, wraps, capes and hats from workshops in Co Kerry, Ireland. Each item from the range of accessories in lambswool, mohair and alpaca is designed by master weaver John Cahill.

BETA International 2009 will also see the arrival of the RAF! A clothing range made under licence by JOI Ltd and sporting the Royal Air Force’s famous insignia, the RAF Collection features ‘Biggles’ flying jackets to t-shirts. A percentage of profits from the collection go to the RAF museums at Hendon and Cosford.

The fact that so many horse owners also keep dogs has prompted Fish4Dogs to exhibit at BETA International for the first time. “Vets regularly recommend a fish-based diet for elderly dogs or those with delicate tummies, and we have found a healthy and natural way to feed fish to dogs for their enjoyment and health benefits,” said the company’s Jill Angell.

Fish4Dogs will show their hypo-allergenic, gluten-free range of wet and dry dog food, plus a choice of treats including one that cleans dogs’ teeth. BETA International 2009 also marks the arrival of Fish4Horses, a new equine supplements range.

The Haygain haysteamer, scientifically proven to kill all dust and fungal spores in hay, can be viewed on BETA International newcomers Propress’ stand. Designed to benefits horses’ respiratory systems by eliminating allergens in their forage, it’s described by leading National Hunt trainer Tom George as “an absolute revelation and huge step forward for the industry.”

Propress is already a world leading brand in steamers that remove creases from hung clothes and fabrics for best point of sale presentation, and BETA International visitors will also see the Propress Steamer in action.

“BETA International has a proven track record as a launch pad for new products and gives us access to trade and press awareness for our breakthrough development in equine health and performance,” said Brian Fillery of Propress.

Equafleece will be making its first foray into trade sales at the NEC, Birmingham on February 15-17, this supplier of horse, dog and human clothing having previously concentrated on consumer shows. Alongside its HOTTERdog brand of canine coats and jumpers, Equafleece will show a new two-tone, high visibility riders’ jacket while the equine collection features fluorescent pinks and yellows.

“Having moved our production, we are now able to manufacture in higher volumes and to offer margins that will appeal to the trade,” said Mary Leigh of Equafleece.

The publishing house of the German Equestrian Federation (FN), FNverlag, makes its first appearance at BETA International with a fascinating collection of educational equestrian DVDs and books from renowned authors.

“Our most important titles appear in English as well as German and we are starting to market throughout the world, so we see BETA International as an excellent opportunity to make appropriate contacts,” said the publisher’s managing director Siegmund Friedrich.

FNverlag’s books and DVDs are aimed at all ages and cover the handling and riding of horses, grooming, feeding, health and breeding as well as training for the competitive disciplines.

Top riding instructor Michael Putz, author of the FNverlag published ‘Riding with Understanding and Feeling’ and ‘Principles of Riding’, will be available to meet visitors during BETA International.

Equisea, distributor for the UK and Ireland of MacKinnon Ice Horse Equine Cold Therapy Wraps and Equine Cold Therapy (ECT) system, is another first time exhibitor.

“We successfully merchandised the Cold Therapy Wraps throughout last summer at various events but the ECT system will be new to the UK market,” explained Jonathan Tunnell of Equisea. “We want to expand into the retail sector and BETA International is the ideal exhibition to provide us with maximum exposure to our target market.”

Italian wholesale Acavallo is among a host of international companies returning with larger stands to next month’s trade exhibition.

“We find that BETA International buyers appreciate technical items, high quality leather, new materials and fresh designs, all of which they can expect to see at our stand,” said Monica Speroni of Acavallo.

Among this exhibitor’s new launches will be Freemax treeless saddles in dressage, jumping and trekking styles, plus an innovative, Italian-made gel range comprising an anatomical gel pad combined with rear and front riser pads, ‘no turn’ gel boots, gel bandages and a gel tail guard.

Horse feed specialist TopSpec has exhibited annually since BETA International 2000 and comes to the 30th edition of the exhibition with a more spacious stand.

“We are always busy throughout the three days and wanted room to accommodate all our visitors,” said TopSpec’s Philip Tyler. “In the last few years, TopSpec has grown and developed enormously and BETA International allows us to meet many of our customers personally.”

Buyers will be able to find out more about TopSpec’s latest launches - TopSpec Lite, a low calorie feed balancer, and TopSpec Stud Feed Balancer that’s been re-branded to appeal to a wider market.

BETA International 2009 takes place on 15-17 February at the NEC, Birmingham, UK. Organiser Equestrian Management Consultants (EMC) is a wholly-owned subsidiary of the BETA Group.

Contact James Palmer at BETA International on +44 (0) 1937 582111 or visit www.beta-int.com for a full list of exhibitors and detailed visitor information including online pre-registration for free admission.