Orderfair in Birmingham


From 21st until 23rd of January the BETA International takes place in Birmingham. Every year, around 4,500 visitors attend the BETA International. The trade fair takes place in the second largest city of the UK. Apart from presenting exciting new products from the equestrian industry, the fair offers insights into the latest trends in country fashion and outdoor sports and showcases new developments in pet supplies. Visitors may also look forward to the presentation of the Innovation Awards as well as a saddlery competition. Exhibitors are automatically entered into the Best Stand Award and may also hope to be chosen for the Neue Schule Social Media Award.

Apart from British companies such as Charles Owen or Perry Equestrian, the range of exhibitors comprises many international brands like Ariat, Ekkia, Horseware, Noble Outfitters or Wintec. Many German manufacturers will also be present, for example 4 hooves, Covalliero, HKM, Hauke Schmidt Sporthandschuhe and Marstall. Pfiff, Schockemöhle Sports, Stiefel, USG and Waldhausen will also attend the fair.

Innovation Awards

Apart from presenting visitors with new products, the BETA International offers many networking opportunities. There is a fashion show sponsored by Equithème where visitors get to see the trends of tomorrow. The New Product Gallery is a popular showcase for the latest products, brands and launches.

The Innovation Awards are very popular with manufacturers and retailers. Prizes will be awarded in 8 categories: Country Clothing & Footwear, Feed & Supplements, General, Horsecare Equipment & (horse) Clothing, Pet Products, Rider Clothing & Footwear, Saddlery & Tack and Safety & Security.

This year, the winners will be chosen by a six-member jury: Clare Macleod is an independent consultant equine nutritionist. Tracey Morely Jewkes will base her judgement on the experience she gained while working in senior leadership for many years. Wendy Beal is retail manager of R & R Country Store, located in Melton Mowbray, Leicestershire. She worked in the equine industry for 20 years. Showing supremo Allister Hood is probably the bestknown member of the judging panel. Michelle Miller is a master saddler and harness maker with more than 30 years of professional experience. Wendy Hofstee runs the equestrian holiday company Unicorn Trails. The award ceremony will take place on Sunday, 21st of January, at 5:15 pm on the stage of the fashion show. The Charles Owen Hub attracts visitors who are interested in speeches and discussions. Speakers will cover a variety of topics, for instance the traders’ obligations arising from the Consumer Rights Act 2105 or the technological advances within the equestrian industry.

Free admission

There are many reasons why trade visitors will find a trip to BETA International rewarding. One reason is the free admission visitors registering in advance will profit from. Visitors look forward to an interesting trade fair with an exciting program and plenty of networking opportunities. One of the events held to encourage an exchange of information between visitors and exhibitors is a small party with free drinks and snacks. It takes place on the first day of the fair.


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