PROFILE OF THE COMPANY
1. IDENTIFICATION
Company: THE HERBAL HORSE + PET
Name: BERYL SHUTTLEWORTH
Title: MS
Name
Title:
2. BUSINESS SECTOR
VETERINARY - PHARMACEUTICALS
3. DETAILS OF PRODUCTS OR SERVICES
Manufacturing of veterinary products, horse products, health products or pet
products
The Herbal Horse and The Herbal Pet
4. THE COMPANY LOOKS FOR
1. a representative from the Food Safety Authority of Ireland to discuss food supplement
registration requirements (very important)
2. potential distributors of veterinary products, horse products, health products or pet
products – some suggestions
5. THE COMPANY OFFERS
1. Animal food supplements
2. Manufacturing of veterinary products, horse products, health products or pet products
6. SPECIFIC IRISH COMPANIES THAT YOUR COMPANY WISH TO MEET IN
IRELAND
1. a representative from the Food Safety Authority of Ireland
(http://www.fsai.ie/faq/food_supplements.html) with whom I can discuss food
supplement registration requirements (very important)
2. potential distributors of veterinary products, horse products, health products or pet
products – some suggestions
(a) Pharvet (http://www.pharvet.com/about-us)
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(b) Interchem (http://www.interchem.ie/index.php?page=contact-us)
(c) Duggan Vet (http://www.interchem.ie/index.php?page=contact-us)
(d) Acravet (http://www.acravet.ie/?q=contact-us)
(e) Chanelle Veterinary (http://www.chanellegroup.ie/contact.asp)
(f) C&M Vetlink (http://www.cmvet.ie/page.php?page=Contact%20us)
(g) Food for Pets (http://www.foodforpets.ie/naturesmenu/contact/)
(h) Holistic Pet (http://hpp.ie/index.php)
(i) Pet Stop (http://www.petstop.ie/)
(j) Premier Pets
(http://www.petsglobal.com/website/buyerhome_35785/Premier_Pets.html)
(k) Europet (http://www.petsglobal.com/website/buyerhome_9214/Europet_ltd.html)
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Company profile
Saturday, 13 February 2016
Beryl Shuttleworth (BSc Hons (Biochem), BSc (Zoology, Biochem)
Director, The Herbal Horse cc (CK2000/067454/23)
PO Box 1073
Walkerville
1876
South Africa
+27 83 437 1814
beryl@theherbalhorse.com | www.theherbalhorse.com
beryl@theherbalpet.com | www.theherbalpet.com
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The Herbal Horse and The Herbal Pet
© The Herbal Pet and The Herbal Horse 2016
This document is confidential
It cannot be used or shared with any third party without our written permission
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Contents
Contents ....................................................................................................... 6
Company Introduction................................................................................... 7
History ............................................................................... 7
Business Purpose ................................................................. 7
Management Profile ............................................................. 7
Competitive Advantages ....................................................... 8
Product Life Cycle ................................................................ 8
Quality Control and Traceability ............................................. 8
Field Reports ....................................................................... 9
Industry overview ........................................................................................ 10
Major Achievements ................................................................................... 11
Export Markets .................................................................. 11
Awards ............................................................................. 11
Appendix A – Example of raw material certificate of analysis ...................... 12
Appendix B – Testimonials ........................................................................... 9
Company testimonials .......................................................... 9
Product testimonials ........................................................... 10
Appendix C - New distributor application .................................................... 12
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Company Introduction
History
The Herbal Horse cc is a Closed Corporation that manufactures, packs, distributes and
markets herbal supplements for horses, dogs and cats. We are currently operating in South
Africa, but have started to export to Europe, the Middle East and Asia.
We started the company in March 2000. Up until September 2006, The Herbal Horse cc was
jointly owned by Deidre Peternel and Beryl Shuttleworth. On the 1st September 2006, Beryl
bought out Deidre’s share in the business and is now the sole owner.
Business Purpose
The Business Purpose of The Herbal Horse is to be a respected, financially successful
global developer, producer and supplier of nutraceutical products to the horse, pet and
human markets through a network of distributors.
Management Profile
Beryl Shuttleworth is the sole owner of The Herbal Horse cc. These are her qualifications:

BSc in Zoology and Biochemistry (Rhodes University – South Africa)

BSc Honours in Biochemistry (Rhodes University – South Africa)

SAICHS (South African Institute of Complementary Healthcare Services) Diploma in
Complementary Healthcare

Pharmaceutical Production Technology Course (top student in South Africa)
(Pharmaceutical Manufactures Association of SA)
The Herbal Pet (THP) products:

Allergy Formula - registration number: V20318

Serenity Formula - registration number: V20321

Joint Formula - registration number: V20319

Everypet Formula - registration number: pending

Cleansing Formula - registration number: V21107
The Herbal Horse (THH) products:
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Farriers’ mix - registration number: V18441
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Mare mix - registration number: pending

Sport Horse mix - registration number: V18437

Rejuven mix - registration number: V18438
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
Calm mix - registration number: V18440

Immune mix - registration number: V18438

Endurance mix - registration number: V18442

Ultimate mix - registration number: V19969

Digestion mix - registration number: V19970
The Herbal Horse Plus (THH+) products:
(currently only available in the UAE):

Stamina Plus - registration number: V20871

Mega Muscle Plus - registration number: V21108

Race Force One - registration number: V22155
Competitive Advantages

Excellent, high quality, effective products
Human grade ingredients are used
Only vegetarian raw materials are used in the horse products
A highly effective blend of herbs, vitamins, amino acids and minerals are used
Whole herb powders are used, not extracts
Chelated minerals are used (safer, more effective)

Good branding (see websites, brochures, social media presence etc.)

Technical Knowledge

Existing, Loyal Customer Base

Export Customers
Product Life Cycle
1.
2.
3.
4.
5.
6.
7.
Design of product. Trial batch.
Testing phase (informal).
Product modification until desired result is achieved.
Registration with the National Department of Agriculture.
Manufacture.
Pricelists, brochures, labels, website, etc.
Introduction to market. Marketing. Sales.
Quality Control and Traceability
1.
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Raw materials – quality raw materials with relevant certificates of analysis are
purchased. Only chelated minerals and whole dried herbs are used. For an example
of a certificate of analysis, see attached Appendix A.
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2.
3.
4.
Manufacture – the product is manufactured according to a company specific
manufacturing document, where the raw material batch number and exact amount
weighed is recorded, along with the technician’s signature.
Packing – after through mixing of the product, it is packed as per the second half of
the manufacturing document. The pack is marked with the batch number and expiry
date.
Distribution – a delivery note detailing the batch numbers of the products sent is sent
with each order. Thus, full traceability, from raw material to end user, is possible.
Field Reports
Informal trials were done where the products were tested in various animals. Feedback from
customers is continuously monitored and changes are made if necessary. See Appendix B
for results and testimonials.
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Industry overview
Summary of the South African Industry
The Herbal Horse/Pet products are situated midway in the South African market in terms of
cost. They are however far better than average in terms of branding, quality and efficacy.
Trends and Problems
There is a definite trend towards the use of natural products. They are perceived as safer
and more legal for competition.
A potential problem is that natural substances are increasingly becoming banned for use in
competition by the FEI. The way to overcome this problem is to continually keep abreast of
the latest developments and modify the labelling/product as required.
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Major Achievements
Export Markets
The products are currently exported to:

Europe –Netherlands

Middle East – Dubai

Africa – Zambia, Zimbabwe, Botswana
Awards
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
JCCI Exporter of the Year 2007, 8, 9, 10, 11 Finalist (Manufacturing)

Passing the Torch Award for Women in Trade 2007 Winner

NBIA Outstanding Incubator Client Runner-up 2009

Biotech Fundi Awards 2009 Finalist

DTI Technology Awards 2009 Finalist
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Appendix A – Example of raw material certificate of
analysis
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Appendix B – Testimonials
Company testimonials
Zabeel veterinary supplies – Our Distributor in the UAE
On behalf of all Zabeel Vet team it’s my pleasure to ask you thank you very much. In this
race season we had very good business with Herbal Horse. This was done just because
of your wonderful products with good price. Your co-operation for sending papers,
certificates and custom requirements in time are really appreciated. Your in time supply of
orders was very good.
Please continue with same sprit and we shall have a next Herbal Horse year in UAE.
Thanks and Best Regards,
Dr.Attiq
Product testimonials
(For a full and comprehensive list of comments from our clients, please visit
www.theherbalhorse.com and www.theherbalpet.com.)
Immune mix for Sweet Itch:
‘I'm happy to say that it seems to have done the trick. He had scabs at the base of the mane,
flaky skin at the side of his face and hardly any hair at the top of his tail when I got him. The
scabs and flaky skin have all healed and there has been no reoccurrence. His mane and
tail are now also growing back nicely, and his coat is in a lovely condition.”
Calm mix for excitable horse:
“I just wondered what the active ingredient in your calming mix was – honestly I keep
meaning to check the tub but I have to tell you that I have tried many, many different calming
supplements on my Thoroughbred and nothing has helped – until yours ”
“Tropic Express (now almost 9yo) is a very highly strung thb and I’ve owned him for just over
4 years now. I’ve tried everything (and I mean it) because he has a very explosive
personality at shows and I have to sit his bucks and fly leaps. I love him and so have
persevered through it all – and started your supplement about 3 months ago……Well, last
week I did a little fun local show and people commented about his lack of bad
behaviour…Thank you.”
Farriers mix for poor quality hooves:
“A while back I bought two 500 gram farrier’s mix for my thoroughbred (Shepherd). If you
can recall, he suffered from poor hoof growth and surface cracks. He also kept losing
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shoes and the hoof around the nails would start to “break-up”. The hoof growth was so poor,
that the farrier never clipped the hooves, but only filed them down a bit.
I put him on the farrier mix about 5 weeks ago with hope of improvement. I just got a call
from the Bentley’s saying that Shepherd got new shoes this morning. They also say that the
farrier had to clip almost 10 mm of growth!! He is also very impressed with the results. I am
so pleased with your product that I would recommend it to anyone!!
Beryl, thank you so much for an excellent product. I was very concerned about his hooves in
the past, but now I have peace of mind.”
Allergy Formula for an allergic cat:
“I just wanted to let you know that my cat has been on the allergy mix for 5 weeks and the
improvement is excellent! He is scratching a lot less and where he had bald patches, the
hair is now growing back beautifully. He is also shedding a lot less hair compared to
before. The other perk is that he has completely livened up. Although he is about 6yrs old,
he is running around and playing like a kitten again.”
Joint Formula for an elderly dog:
“I just wanted to let you know that the joint formula that I have my 15 yr old dog on is working
very well. I’ve committed myself to giving it every single day and can really see a
difference. We went away for a weekend when she did not receive it and coming back I
could immediately tell the difference.”
Cleansing Formula for parasites:
“I have used your Cleansing Formula before and it successfully eradicated parasite eggs
which had been laid in the eyes of our horses – WONDERFUL PRODUCT!”
Serenity Formula for a fearful GSD
“I used it on my very nervous 3 year old German Shepherd bitch. She was abused as a
puppy in various ways by my cruel neighbours and is petrified of people. We did the
‘unthinkable’ and entered her in a show last weekend. She came third in a very strong bitch
class. And even beat some imports.  With Serenity, she can lead a normal life.”
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Appendix C - New distributor application
An electronic version of this application form can be requested by email from
beryl@theherbalhorse.com.
Name of your company: _______________________________________________
Name of contact person: _______________________________________________
Contact telephone number: _____________________________________________
Contact email: _______________________________________________________
Company website: ___________________________________________________
How long has your company been in operation: _____________________________
What does your company do: ___________________________________________
How many staff work for your company: __________________________________
What products / brands your company represents (or has represented) over the last five
years (indicate exclusivity/non exclusivity and territory):
Product / Brand
Exclusivity?
(Yes / No)
Territory
Does your company provide after sales services? ___________________________
Which distribution / sales methods are used?
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Wholesale -
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Intermediaries -

Retailers -

Direct Selling -

Merchandising -
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How many staff members are there in your sales team? ___________________________
Why are you interested in representing our company?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
What sales volumes of Herbal Horse/Herbal Pet products do you anticipate in:

Year one: _____________________________________________________

Year two: _____________________________________________________

Year three: ____________________________________________________
Are you interested in an Exclusive or Non-Exclusive Distribution Agreement?
Yes
No
Will you commit to sales targets in the Distribution Agreement?
Yes
No
Will you sign a confidentiality agreement?
Yes
No
Do you require samples?
Yes
No
Address and contact person for sample delivery:
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
Courier company, account number:
___________________________________________________________________
Thank you for taking the time to fill this in.
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