BETA Trade Mission Builds Export Markets

The British Equestrian Trade Association (BETA) has returned from a successful trade mission to Equitana, Germany, where it accompanied a group of 35 exhibitors and promoted goods and services on behalf of companies unable to attend.

“BETA had a very busy show, with lots of people visiting the stand to talk to us about the products and samples we were highlighting,” said BETA executive director Claire Williams. “We also had quite a few enquiries about marketing product to the UK via BETA International and sourcing British goods.

“Although attendance was down – from 203,000 in 2011 to 201,000 this year – there was an increase in international visitors from far flung locations, including Russia, South Africa, Brazil and Qatar. Twenty per cent came from outside Germany and there was a noticeable increase in trade visitors, who accounted for 21 per cent of the overall number. Of these, every second visitor arrived at the event with the intention of making a purchase.

“Equitana really is the biggest show of its kind and a great networking opportunity. It catered for its non-domestic audience by enabling exhibitors such as BETA to provide free entry for international trade visitors.”

Many members of the trade mission had an extremely positive experience. These included Racewood – which made it through to the final of the show’s Innovation Awards – ECB Equine Spas, Wow Saddles and Lodden Stabling.

“There was great demand for larger investment items and companies offering those saw a high level of interest,” said Claire. “One of our party took an order from Russian visitors valued at around £100,000.”
The BETA group also featured on national German television and radio, which reported from the show. 

This trade mission was part of BETA’s 2013-14 export programme, which has the following visits planned:  Spoga Autumn, Germany, 8-10 September; China Horse Fair, Beijing, 17-19 October; Equitana Asia Pacific, Australia, 7-10 November; Salon du Cheval, France, 30 November to 8 December; and Dubai International Horse Fair, United Arab Emirates, 13-15 March 2014. 

Revised funding rules and levels apply from 1 April, with new allocations of funding given to companies that have used their previous “lives” and increased levels of grants available from the end of August.
With its vast experience of overseas shows and global export markets, BETA is well placed to offer advice and support to companies seeking new trading opportunities and is able to secure significant funding for members of its trade missions through United Kingdom Trade & Investment (UKTI).
For further information on taking part in BETA’s extensive programme of future trade missions, telephone Claire Williams on 01937 587062 or email


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