Executive Summary

The North Eastern Horse Breeders are an innovative group of horse owners and breeders, who have assumed the mantle of visionaries in the reconstruction of an industry in trouble.

This document follows on from the Group's Framework for the Development of the Sport Horse Industry in the Border Region, and the LEADER-funded pilot Breaking & Schooling Incentive Scheme of 1998-1999. This Scheme proved that measures to ensure the authenticity of horses destined for the riding market would result in a higher average price at the Sales.

Building on the success of the world's first Equine MOT Test, a concept which was developed and tested through the LEADER scheme, the Group now propose to put in place a range of measures which will ensure that the good work commenced with the LEADER Scheme achieves its potential.

As with the LEADER Scheme, the Group recognises that there are huge deficiencies in all aspects of the horse industry:

The Marketing Strategy outlined in this document develops the idea of the Leisure Riding Market - the biggest and fastest growing sector of the world's equestrian industry. It identifies the steps which will be necessary to:

This Document identifies an ambitious, yet realisable, project which would tie up all the factors which will be necessary in order to stand over our product with confidence. This is the establishment of a Centre of Excellence, where the horses will be trained and assessed, and where the trainers will have access to quality learning opportunities which suit their ability and personal circumstances. The Centre of Excellence will host guest 'Trainers in Residence' of international repute, thus offering Irish professionals the opportunity to train in Ireland with the best in the world.

As with the original Breaking & Schooling Incentive Scheme, the activity at the proposed Centre of Excellence aims to improve all ends of the industry at the same time. A Mentoring programme run through the centre will assist owners in assessing their horses and will target appropriate training to all levels of expertise. The Centre will offer a number of training places to Members' horses each year, which will then be tested and offered for sale. Those horses which prove to have exceptional potential will qualify for further training bursaries, and may remain in training at the Centre for up to two years on a reduced livery. This will enable our breeders to hold on to their horses for longer, allowing them to fully performance test mares which they may wish to breed from, in addition to the financial benefit of bringing the horse further in its education before presenting it for sale.

In addition, as Irish trainers are rarely afforded the luxury of holding on to their horses for sufficient time to reach the higher levels of training and therefore their experience at this level is comparatively low, two dressage schoolmaster horses will be purchased by the Centre, where they will be used to raise the skill level of Irish trainers and riders.

Having a physical structure will greatly increase customer confidence in the product. It will also provide opportunities for prospective customers to attend training sessions, get to know the horses, and most crucially, gain confidence in the Centre's integrity and fairness.

The Marketing Strategy will involve creating an image of the Irish horse as a sensible, fun-to-own leisure riding horse, and increasing its presence in the leisure market. Our market research leads us to believe that our horses will be successful in this marketplace, and that the confidence-building measures inherent in the MOT Scheme will assist greatly in turning our horses into a saleable product. It will be necessary to maintain a presence at the leading equestrian events and in the leading equestrian magazines in order to establish the Scheme in the marketplace. The concept, "Irish Horse Sense" will build on the popularity of 'natural horsemanship' methods, by promoting the natural upbringing Irish horses receive. The MOT Scheme will ensure that the horses being produced will live up to this image.

The MOT Test will be open to all horses and ponies, which may be presented for testing at any of a number of events during the year. Details of achievement and experience will be included on the information offered with the horse, which will be photographed and videoed during its test. These images will be available on the Centre's website, together with a full commentary on the horse by the independent panel of judges which tested it. In addition to special 'test' days, it is envisaged that a number of agricultural shows will hold 'test' classes, culminating in an all-Ireland championship.