NEWS

Bedmax bedding into UAE equestrian market

A British company selling high-quality horse bedding products to racecourses and other equine businesses has overcome all the hurdles to break into the high-growth market of the UAE. 

Bedmax Ltd, from Belford in the north east, has secured contracts after help from UK Trade and Investment.

Managing director Tim Smalley said: "We've visited the market on a number of occasions and have now won several new orders worth in excess of £25,000 and have shipped our first containers of bedding out to the UAE.

"We're also in the process of quoting for four prestigious new tenders to supply bedding to stud and endurance organisations in the UAE.

Bedmax has developed its Bedmax shavings from British pine trees. The timber is screened and sterilised to produce dust-free, 100% natural bedding for all types of stable horses.

Since its launch in 2000, it has become the bedding of choice for many leading racecourses in the UK as well as a growing number of trainers in the UK, Ireland and Hong Kong. It is also used by veterinary clinics and hospitals, studs and breeders and professional competitors in every equestrian field from show-jumping to polo and endurance riding.

However, keen to ensure it was making the most of opportunities in overseas markets, the company contacted UKTI and has made good use of a wide range of services including Gateway to Global Growth (G3) and the Overseas Market Introduction Service (OMIS).

International trade adviser Jeff Sanders worked closely with the company to develop and implement an export strategy and more recently it has signed up to the Virtual Export Manager (VEM) initiative to focus on opportunities in the Gulf, particularly the UAE.

Through VEM the company was teamed up with James Rundell, an experienced equine specialist in the UAE.

Smalley explained: "VEM has given us a real chance to make the most of the OMIS report. The knowledge and experience has helped us become more proactive in the UAE.

"The work the company had done with Jeff Sanders and the OMIS report provided by the Embassy provided a valuable starting point for us to develop a market which we knew had potential.

"Market research was carried out to identify the key organisations in the racing, stud and endurance sectors and our VEM was then able to follow this up by introducing Bedmax to potential clients and raising our profile in the market.

"It’s great to see that these efforts are now paying dividends."

Stephen Muir, UKTI's virtual export advisor, said: "VEM is designed to support companies that are first time exporters or those more experienced companies that wish to expand into new overseas markets.

It complements and builds on the work of the International Trade Advisers (ITA) by providing hands-on support through the placement of a suitably experienced business professional, who are matched to suit the company’s individual needs.

"Matching the company with a professional, who had experience in their sector and target market, Bedmax was able to move forward much quicker than it could have done on its own.

"It can take a long time to build the relationships you need to develop new business in the UAE, but VEM has really helped make things happened and I'm delighted to see the results of their endeavours."