Visitors hail well-presented stands and networking opportunities.
BETA International brought the equestrian trade together at NAEC Stoneleigh on Sunday and Monday (22/23 September). Next year, the show moves to the NEC, Birmingham.
Well-established brands exhibited alongside new names, creating an eclectic collection of fresh equestrian products for visitors to discover.
“I’ve never seen so many things horsey people never knew they needed,” said one anonymous buyer, who nonetheless said she’d found some “fantastic, quirky” ideas.
Many commended the show’s light, bright presentation; a welcome note of optimism as the rain lashed down outside the halls.
“All the stands look great with so many new lines in vivid colours,” said Kirsty Ure from R&R Country’s Selby branch. “I love coming to BETA International; it’s so much better to touch and feel the products rather than look at them on a screen.”
For Joyce and Mark Grantham, who’d travelled from Essex based Hedingham Animal Feeds, this was a chance to kick-start some serious ordering for their new business.
“We’ve only been open for seven months, so a lot of the companies won’t know us. We want to open several new accounts, so coming [to BETA International] is a great way to meet people and let them meet us.”
A visit to BETA International is as much about people as products for Irish visitor Gareth McConnell from TRI Equestrian which has stores in the north and south.
“You get out of the show what you put into it,” he said. “It’s a great chance to network; it’s a real focal point, a hub. I always come and I’d never miss it because it offers so many opportunities for making contacts and keeping in touch.”
“Good contacts”
At first-time exhibitor Reincoat, Emily Moffatt said they were “thrilled with the show” and “like the idea of going to the NEC next year.”
And they clearly weren’t the only ones… At Raccoon Media, next year’s BETA International organiser in partnership with the BETA Group, a big graphic of the 2025 show’s floorplan was filling up fast.
“Good quality people visiting,” was the verdict on this year’s show from Rachael Holdsworth at Absorbine’s Silver Honey themed stand. “We’ve signed up for next year,” she added, “there are lots of positives about the NEC – not least because many people like to travel there by train.”
Ineos brought a touch of country-style glamour to the show with its shiny new Grenadier Commercial 4WD. “We’ve spoken to some nice people,” said Lewis Todd on the stand.
“A really busy show. Sunday was phenomenal,” declared Dean Cox at a crowded Red Gorilla stand. “We’re looking forward to going to the NEC, it ticks all the boxes.”
“So glad we came”
Jane Wilson at forage feeding system OptiMizer said the journey from Canada to exhibit had been well worthwhile. “I’m so glad we came. We’re looking for larger retailers or wholesalers and have made some good contacts.
“We had so many requests for our products on social media that we needed to find a distributor for Europe. BETA International has done well for us.”
The team at Concord Straw Pellets, a Shropshire based farming family business, were especially pleased with business on the Monday.
“It’s been great to meet our buyers and put names to faces,” said Rosie Evans. “We only needed five or ten customers to buy a lorry load, and we’ve done that easily.”
Export orders
“Substantial” orders from Norway, Ireland and an export deal with Dubai were the among the fruits of exhibiting at BETA International for Barrier Animal Health.
“We were glad to get a break because we’ve been spinning!” said Joanne McDonnell. “There’s been an excellent calibre of footfall; it’s been really good for us.”
Special rates for its trade members were a huge hit at Gallop where additions to its collection of horse and rider gear in core colours lit up a big stand. “Orders have been coming in thick and fast,” said Amy Drew. “We’ve had a lovely time – networking and talking horses.”
Hearing the buzz
Indeed, BETA International’s unique role in uniting the trade together was highlighted by Sarfraz Mian at Neue Schule, the show’s main sponsor.
“It’s been wonderful to hear the buzz around the show,” he told ETN. “The buzz of positive discussions, relationships cemented, partnerships being formed, orders being placed.”
BETA International 2025 will be at the NEC, Birmingham on 28/29 September.
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Image by mrsiraphol on Freepik
