National Strategy for Swedish Horse Business Enterprise

A web of decisions made today to capture future opportunities

Initiators Federation of Swedish Farmers, LRF Konsult, Swedish Horse Industry Foundation, National Equine Centres Flyinge, Strömsholm and Wången, Swedish Horse Industry Profession Board, Swedish Board of Agriculture, Rural Economy and Agricultural Societies, Swedish Trotting Association, Swedish Equestrian Federation, Swedish National Organisation for Riding Schools, Swedish Icelandic Horse Association, Western Riders Association of Sweden, Swedish Cooperation Committee of Utility Horses, Swedish Warmblood Association, Breeding Association for Trotters in Sweden, Sleipner, Swedish Horse Board, HorseSweden, Swedish-Norwegian Founda- tion for Equine Research, Swedish University of Agricul- tural Sciences, University of Gothenburg, Horse Business Forum, Horse entrepreneurs association, Swedish National Veterinary Institute, The District Veterinarians, The District Farriers and The Horse in Skåne ”By horse business enterprise we understand the producing of products and services within the horse industry, with the purpose to generate an economic profit 1.” National Strategy for Swedish Horse Business Enterprise, 2018

1) …”purpose to generate an economic profit” is linked to a profit purpose which, together with independence and sustainability, represents the business criteria that must be fulfilled for being able to classify an activity as a business from a tax legislation point of view – the tax-legal definition of a business.

”By horse industry we understand all activities based on the use and ownership of horses, including both hobby purposes and professional activities, as well as the sale of horse-related products and services” (The Swedish Horse Industry Foundation, Hästnäringens Nationella Stiftelse, HNS)

content

6 Purpose

9 Starting Point Abbreviations 11 The structure of the goals in the National HNS Hästnäringens Nationella Stiftelse, Strategy for Swedish Horse Business Enterprise the Swedish Horse Industry Foundation 12 Rules and regulations HRA Hästnäringens Riksanläggningar, the National Equine Centres 14 Consumers and markets LRF Lantbrukarnas Riksförbund, the 16 Knowledge and innovation Federation of Swedish Farmers 18 The horse business enterprise strategy’s contri- SJV Jordbruksverket, the Swedish Board bution to sustainability and environment work of Agriculture 20 Carrying through the horse business enterprise strategy

20 Organisation Produced by the LRF Horse Delegation 2018 21 The journey to a joint strategy Text: Carl Dyrendahl, LRF Konsult for horse business enterprise Translation: BD Skrivservice 23 Related documents Photos: LRF, Ester Sorri, LRF Konsult, Tajhin Palappa Noun Project. Graphic design & layout: Karozz form AB Preface

A National Strategy for Swedish Horse Business Together, the overall parts have been designed and Enterprise is intended to represent a platform for the representatives for the trade have agreed upon a cooperation striving towards a vision made out the three strategic focus fieldsRules and regulations, jointly by the industry. The vision is divided into Consumers and markets and Knowledge and innovation. goals supplemented by a fellow action plan, to The horse enterprisers contributions to the discus- really make a difference to the intended target sion have throughout the work been collected by group; the Swedish equine sector. A National way of various dialogue forums as well as open Strategy for Swedish Horse Business Enterprise is inquiry forms and interviews. For each strategic a very much alive document, the action plan which focus field, a working group has been pointed out is accompanying it is provided with new steps in order to create concrete action plans from fellow originating from new, identified needs of priority, purposes and visions, with clear aims to provide at the same time as being able to remove parts improvement for the horse businesses of our country. already accomplished or given an inferior priority. The work has been surveyed by a management The purpose is to gather the entire sector in a dia- group consisting of representatives from the LRF logue around the present situation, the desired Horse Delegation (Swedish Trotting Association, situation, obstacles along the way as well as acces- Swedish Equestrian Federation, Swedish Icelandic sible resources in order to, with one voice, create Horse Association, Breeding Association for Trotters better conditions for businesses within the equine in Sweden, Swedish Horse Board, Federation of sector. A broad cooperation gives deep roots with- Swedish Farmers, Swedish Cooperation Committee in the trade, and to stand united behind a fellow of Utility Horses, Western Riders Association of ambition with clear goals provides better condi- Sweden, Swedish National Organisation for Riding tions for being able to influence decision-makers Schools, Swedish Horse Industry Foundation) and and authorities. the Swedish Board of Agriculture.

Based on the initiative from the LRF Horse Del- egation 1 LRF Horse was in the autumn 2017 assigned the task to invite on a broad basis and to welcome the interested parties of the trade to survey the possibilities to strengthen the conditions for horse business enterprise together in a structured way. The 11 January 2018 LRF Horse made an invitation for an extended Horse Coun- cil 2 with around sixty representatives from the equine sector, to find out whether there is a will to get together and gather around a fellow horse business enterprise strategy – and the answer was a clear yes!

1) LRF Horse’s decision-making body with members from the member organisations and co-opted from the HNS 2) Major reunion with representatives from all the major organisations within the equine sector of Sweden

National Strategy for Swedish Horse Business Enterprise 3

Swedish or Ho f rs gy e e B t U a S r I t N S E

Purpose S l

n E

Together we support horse business enterprise N o

and contribute to an increased social benefit. a

N P

I S E

Vision Swedish horse enterprises are innovative and viable, growing on healthy markets adapted to customers as a natural part of the business world and taking responibility for people, horses and environment.

The overall objective The overall objective for the horse enterprise world strategy is a competitive trade where the value of produced products and services increases on a market guided by demand and contributing to growth, employment and a sustainable – also to the horse – development in the entire country.

Objectives for strategic areas

Rules and regulations Consumers and markets Knowledge and innovation The objective for the strate- The objective for the strategic area The objective for the strategic gic area Rules and regula- Consumer and markets is a high area Knowledge and innova- tions is that it is attractive confidence for Swedish horses tion is that the horse busi- to run horse businesses in and horse businesses. All Swed- nesses seek, adopt and de- the entire country, that regu- ish citizens are on different stages velop through practicing lations are clear, easy to in their life to be given the oppor- relevant knowledge based on understand and motivated tunity to get in contact with hors- research and proven experi- by knowledge and logic and es. The customers must be able ences in the business. The that Swedish horse busi- to make conscious and sustain- horse businesses join the nesses encounter long- able choices regarding both hors- education chain and contrib- term, stable conditions es and horse-related products and ute to the development of new rendering them competitive services, and the Swedish export knowledge through an in- both on a national and an is to be given preconditions to be creased exchange between international basis. able to grow so as to meet the researchers, innovators, demand on relevant markets. financiers and enterprisers.

National Strategy for Swedish Horse Business Enterprise 5 Purpose

Together we support horse business enterprise and contribute to an increased social benefit. Entrepreneurship and business within the equine sector is in focus for this long-term strategy with the purpose to contribute to capture the potential found in business activities connected to the horse. A successful carrying through of the strategy can lead to increase in added values, more jobs and a sustainable growth all over the country.

Horse business enterprise is the the meeting with future society industry and the horse business- base for a sustainable Swedish challenges, and through a na- es represent a noticeable society- equine sector where the horse tional cooperation the interested economic significance, not least businesses provide products and parties of the trade can contrib- in the countryside. services originating from the ute to the capturing of this po- Horse business enterprise horse as an animal, qualitative tential. creates growth and employment products for the benefit and the For the last decades the horse and contributes to a sustainable pleasure of consumers. The Na- has come to play an increasingly development in the entire coun- tional Strategy for Swedish Horse important role in Swedish soci- try, the possibility for diversifica- Business Enterprise indicates a ety. From having been a utility tion reduces the vulnerability in direction for the development animal in the beginning of the agricultural and rural business- and influential work within the 20th century, the period after es. Horse-keeping is important trade and contains goals and the second world war with a for the open landscape, the hors- structures for the performance. heavy technical development es’ muzzles perform an impor- A successful performance of meant an important decrease in tant job for the biodiversity of the strategy requires engage- the number of horses in Sweden. our natural gazing fields and ment and contributions from the New fields of application have cultivated grassland for animal businesses, organisations and led to a development where Swe- forage increases the production interested parties of the equine den today, with our around 360 ability in the field used for the sector. 000 horses (according to the purpose. latest estimation from the Swed- Various representatives for the Why a Swedish Horse Business ish Board of Agriculture made in equine sector have for a long Enterprise Strategy is necessary 2016) is one of Europe’s most time performed influential work Swedish horse business enter- densely horse-populated nations. towards opinion-formers, deci- prise is a natural part of the The horse industry today is to sion-makers and legislators, with green business sector 3, an impor- a large part an extensive experi- various success. Lately, an in- tant arena for young entrepre- ence business creating great creased cooperation across the neurship, a living countryside values. In today’s situation the entire sector has been fruitful development, innovation and Swedish horse industry forms the and some important matters of export. The horse is a natural basis for a social-economic turn- principle have been brought to bridge between urban and rural over of almost 50 billion Swedish solution, of which can be men- areas and a valuable link for kroner per year, at the same time tioned the shore protections’ creating dialogue, understand- as engaging around 30 000 peo- general exception for grazing, ing for and knowledge about the ple, corresponding to 15 000 disregarded which grazing type countryside. The horse industry salaried full-time employed. This of animal, and the opening up possesses an unused potential in of course means that the horse for employers to offer their

3) The green sector includes ground, forests, gardens and rural environment, its refining industry such as the food industry and forest industry as well as contractors in all steps backwards (but not forwards: e.g. the retail business selling food are not referred to the green sector)

6 National Strategy for Swedish Horse Business Enterprise employed staff health care con- is considered at natural produc- horse business enterprise. tributions for health-improving tion branch within Swedish agri- The National Strategy for horse activities. culture, unless exemptions are Swedish Horse Business Enter- There is still much to be done especially called for. prise is a new concept starting to promote horse business enter- The business enterprise ques- out in 2018, a cooperation in prise and create conditions equal tions of the equine sector is run common for the entire trade, to those of other comparable by the Federation of Swedish gathering the majority of the businesses. It is important that Farmers (LRF) and its leg LRF organisations of the equine sec- the conditions are the same no Horse in cooperation with the tor. They are all initiators and matter where in the country the overall umbrella organisation contribute to the well-spread activities take place, it is not HNS, the Swedish Horse Indus- dialogue representing all the supposed to make any difference try Foundation. LRF is a strong matters presented here. We have as regards interpretation of regu- business organisation and many in view 2030, but already now lations or the access to basic of the matters regarding the wish to make a difference and social services no matter which equine sector are in common for break down our long-term vision municipality or district you be- the entire green sector. That is into strategic goals with a 3-5 long to. The starting point must why the LRF Horse has taken years’ horizon and designed be that the horse is considered a over the baton and invited to a action plans that are followed farm animal and horse keeping broad cooperation for developed up and renewed annually.

National Strategy for Swedish Horse Business Enterprise 7

Starting Point

All strategic work starts from an existing situation, below you will find a summary in form of a SWOT-analysis. The analysis is a living document that will develop in step with the work being carried out.

Strengths Weaknesses • Engagement and driving force • Pride and engagement sometimes overshadows • Well organised equine sector with rich logic and economy traditions • Difficult for new lines of activity to find their • Demand place within the sector • Professional entrepreneures • Low ability to charge payment • Broad Swedish equine sector, various • Low profitability orientations • Unclear limits between producer and consumer • Strong from a political point of view perspectives contribute to making it more dif- • Horses emit a positive symbol value ficult to draw lines between hobby/business • Cultural inheritance worth caring for • Isolated, internal focus, the trade not marketed • Good animal keeping and animal welfare to the broader public • Conservative view on sites and disinclination

, within horse business enterprise to adopt technical development leads to low productivity development lly • Lack of knowledge/education among some na practitioners r • Horse-keeping close to urban areas means com- nte

I pact sites that are not appropriate, which contributes to a negative picture of animal protection

Opportunities Threats • Bridge between urban and rural areas • Alternative facts, education aversion • People have been proved to feel good • Animal rights activism when being around horses • Hollowed financing of equine sector, the interna- • Demand for unique products and experi- tionalisation of the gambling market gives less ences money to the horse industry according to the • New knowledge provides business present Swedish model opportunities taken care of by horse • Competence sourcing in competition with other business enterprise industries • Interest for the added values within the • The public connection to the green sector, equine sector from society common knowledge about and understanding of • Authorities are given the task to pro- agriculture and animal husbandry is decreasing mote entrepreneurship • Reduced public service in the countryside, e.g. • Sharing economy in combination with mail services digitalisation • Unfavourable and inefficient forming, interpre- the market and surrounding environments surrounding and market the • Interest for new lines of activity and tation and implementation of new regulations

lly, new ways to consume coexistence with around animal-keeping horses • Poorer business conditions and increased na

r bureaucracy around small companies

te • Unhealthy competition Ex

National Strategy for Swedish Horse Business Enterprise 9

The structure of the goals in the National Strategy for Swedish Horse Business Enterprise

The horse business enterprise strategy’s goal structure can be recognised from A National Food Strategy for Sweden. Swedish horse businesses represent a comprehensive and important part of the Swedish agriculture and the green sector. In 2018, the horse industry does not contribute to any significant part of Swedish food production, but viable horse business enterprise is in many places a condition for, and in symbiosis with, a viable primary production of food.

Gathering around a mutual vision The overall objective Swedish horse enterprises are inno- The overall objective for the horse vative and viable, growing on business enterprise strategy is a healthy markets adapted to custom- competitive trade where the value of ers as a natural part of the business produced products and services in- world and taking responibility for creases on a market guided by de- people, horses and environment. mand and contributing to growth, employment and a sustainable – The vision is a desired future situation and points out the direction for the development and influ- also to the horse – development in ence work to be carried out. The view aims at 2030, the entire country and all the interested parties of the trade are ex- pected to contribute to a sustainable development The point of origin is that with growth (the value in line with the mutual vision. A sustainable devel- of produced products and services increases) more opment is a development meeting with today’s jobs, more products and services for the consumers needs, without risking future generations’ possi- are created and the trade contributes with more bilities to provide for their needs. The vision bal- social benefit such as open landscapes and a lively ances three dimensions of sustainable develop- countryside. ment, the economic as well as, through clarifying The National Strategy for Horse Business Enter- the responsibility for humans, horses and environ- prise is a long-term project and must be open for ment, also the social and the environmental di- possible changes in future conditions, production mensions. and consumption patterns, which is why the overall goal is made out in general terms but divided into three strategic areas containing more concrete part goals.

Objectives for three strategic areas The strategic areas are: Rules and regulations, Consumers and markets and Knowledge and innovation. The contributions necessary to develop the conditions for viable horse business enterprise are well divided into these areas. For each area there is a working group responsible for making out goals and action plans for each specific area. Each strategic area has its own goal and a series of steps presented in the next paragraph.

National Strategy for Swedish Horse Business Enterprise 11 Rules and regulations

The objective for the strategic area Rules and regulations is that it is attractive to run horse businesses in the entire country, that regulations are clear, easy to understand and motivated by knowledge and logic and that Swedish horse businesses encounter long-term, stable conditions rendering them competitive both on a national and an international basis.

Regulations and conditions refer basic services no matter where control should be comparable to legislation and its implementa- the company is run, the equine across the country and charac- tion as well as to the conditions sector and its representatives terized by high competence. created by political opinions, but should, together with other The control should, as far as also the trade’s own agreements. interested parties, continue to possible, be coordinated and The horse industry is basically work for a good business cli- bring as little interruption in an area-dependent industry, the mate all over Sweden. the ordinary activities as pos- farm soil’s production in form of • Simplification of regulations and sible. A good level of knowl- pasture, feeding-stuff and con- administrative easing – To a edge in all parties and a good centrates is refined through large extent, horse businesses exchange of information animal-keeping. Horses are held are small companies, one-man should be promoted in order for reproduction, to carry out or few-men companies or part to create a confidential climate work or to produce experiences time activities. The trade is between the control authority in different forms. The horse depending on simple, clear and those representing the businesses can be anything from and long-term stable regula- purpose for the control. comprehensive to small side tions and control means, facili- • Competitive breeding and rearing businesses and are often an im- tating entrepreneurship, mak- – Sweden has very good condi- portant part of diversified rural ing it easier to start, run and tions for both breeding and companies. The horse and every- develop businesses. The work keeping healthy and strong thing it brings along represents with forming purposeful taxes horses. Swedish-borne horses an important factor in a lively and fees, simplification of reg- are quality products that we countryside and the horse has a ulations, administrative easing can export with pride. Breed- significant part to play as a and other measures to ing, rearing and horse-keeping bridge between urban and rural strengthen the competitiveness ought to be stimulated and be concepts. After having served and the profitability must con- surrounded by regulations and well, the horse may in a sustain- tinue and be intensified. conditions that are internation- able way also represent excellent • Good horse-keeping and effective ally competitive. food. controls – A sound and sustain- • A natural part of Swedish agricul- able horse-keeping is basic for ture – The horse, just as other • Good business climate in the the existence of the entire grazing animals, highly con- entire country – Horse compa- business and simple, logic, tributes to biological diversity nies are a natural part of the knowledge-based, preferably and an open landscape. A con- green business sector and same target-oriented, regulations siderable part of Sweden’s agri- as other companies in the starting from the welfare of the cultural area is directly or indi- countryside need good infra horses should form the basis of rectly used for grazing and structure and easily accessible the public control. The public animal feeding stuffs. In many

12 National Strategy for Swedish Horse Business Enterprise Objectives for strategic areas

farm businesses the selling of and how to make use of it in a horses is difficult to digitalise horse feeding stuffs, or the sale responsible way must continue, or move over long distances of feed stuffs and grazing just as development of models there is great demand for pro- through any form of horse- for dialogue with and compen- duced services in urban neigh- keeping, represents an impor- sation to land owners when bourhoods. This should to a tant part of the farm income. creating riding paths, or the high degree be considered Horse-keeping should there- application of the Right of when it comes to building soci- fore be seen as a natural part Public Access for commercial eties and physical planning. of Swedish agriculture and purposes as regards nature • Difficult to label – Horses are encounter the same system of tourism or tour riding. changeable beings formed by support, regulations and condi- • Attractive employers – The their surroundings and can tions as all other agricultural horse businesses are important therefore show new behaviour businesses and other farm rural employers and can offer when changing company, han- animals, where exceptions are stimulating and motivating dling and environment. The not especially called for. jobs for many people, the trade Consumer Sales Act should be • Important for the countryside puts in efforts to be a safe and written and interpreted in a – Horse-keeping is affected by attractive labour market. It is functional way regarding living several rurally related political important that it is easy to do animals. objectives and municipal inter- right, that legislation, its appli- • Sustainable food – The horse ests, such as for instance game cation and norms that sur- has a lot in common with other administration and a mobile round the employment respon- animal husbandry within the outdoor life. Within game sibility when possible is agriculture, just as e.g. cattle, administration problems with adapted so that administration the horse was originally a food- wild boars, in some parts ruin- and responsibility will not work producing animal. Even if food ing considerable feed stuff against the small companies’ production is seldom the pri- areas, and a growing fear for intentions to employ and de- mary purpose of horse-keep- attacks of predators that may velop. ing, steps should be taken to cause a lot of damage to those • The horse lives close to man facilitate a sustainable caretak- involved, must be taken seri- – The horse is an important ing of the resource horse meat ously and be dealt with. bridge between the urban and – an excellent food stuff! To sit on a horse is a fantastic the rural way of living, the way of experiencing the Swed- production starts from areal re- ish nature, and a part of the sources and the consumers are mobile outdoor life, the work to a large extent found in built- with informing about the up areas and cities. As experi- Swedish Right of Public Access encing and socializing with

National Strategy for Swedish Horse Business Enterprise 13 Consumers and markets

The objective for the strategic area Consumer and markets is a high confidence for Swedish horses and horse businesses. All Swedish citizens are on different stages in their life to be given the opportunity to get in contact with horses. The customers must be able to make conscious and sustainable choices regarding both horses and horse-related products and services, and the Swedish export is to be given preconditions to be able to grow so as to meet the demand on relevant markets.

The horse industry contributes to developed as youth sport and consumers to spend time, en- the social benefit through creat- leisure time occupation and be gage and consume profitable ing motivating occupation for supported and invested in the socializing with horses and many people, the added values same way and with the same horse-related products and created generate sale, growth conditions as other sports in all services, should within the and can be taxed for allocation municipalities all over the trade be mutually encouraged to other parts of the welfare. The country. The horse industry and not be regarded as mutual occupation can be professional should actively seek new target competition. For the trade as a in the production of horse-relat- groups and ways to reach them, whole to be able to stand the ed products and services, just as at the same time as politicians competition with other occupa- well as non-profit in form of on all levels should procure tions, the horse industry leisure time occupation and understanding for the extra should jointly strive towards consumption of horse-related values that the horse industry growing and developing effi- products and services. The para- contributes to. cient markets where the con- graph Consumers and markets • Strengthen the horses’ trade- sumers’ possibilities to make mainly aims at developing the mark – To strengthen the trade- active and conscious choices range of products and services mark Horse is central, the link are improved. that the horse businesses pro- is consumption of experiences • Confidence-giving and exemplary duce, and efficient markets to and various forms of socializ- – The confidence for the horse provide them. Efficient markets ing with the horse, and prod- industry is to a high degree are of great importance, also in ucts and services around the depending on the cultures the steps before a product or a horse. The horse as a trade- cultivated and communicated, service reaches the final consum- mark and the benefits it creates it is of the greatest importance er, so as to reduce unnecessary should in an innovative way be that company owners, leaders entry barriers, promote a well- constructed and marketed by and representatives for the functioning competition and the the horse industry’s organisa- industry have a good knowl- development of the businesses. tions jointly, include all parts edge and solid experience of of the industry, horse business- their own field and behave in a • Horse contact for everybody! es as well as the non-profit correct way towards horses as – The consumers should, so- sector and other interested well as people and environment. cial-economic belonging disre- parties. The horse industry The entire horse industry garded, on an early stage be should actively work to position should work for developing given the possibility to try out the horse in a positive way in exemplary leaders and represen- socializing with horses and get media as well as politically. tatives, work actively with values in contact with various forms • Developed offering – Horse that support security and wel- of horse sport. In addition to sport, like other new and inno- fare and genuinely take distance this, horse sport should be vative and sustainable ways for from all forms of harassment

14 National Strategy for Swedish Horse Business Enterprise Objectives for strategic areas

and destructive attitudes. strong home market, an inter- The range should be devel- • Education in horse welfare – A national competition also con- oped and marketed to all types sound and sustainable horse- tributes to domestic develop- of customers and the public keeping is an essential basis for ment and international sector must get better informa- the existence of the entire exchange of know-how. tion about how these services equine sector. Through educa- • Equine assisted therapy – Social- can be bought. tion and information to spread izing with horses has health- • Enriched visitors’ industry – knowledge that secures the promoting effects, physically as There is a potential in, with horses’ welfare based on re- well as psychologically. The support of the horse, meeting search and proven experience benefits for individuals and the demand for unique experi- is decisive for the social accep- society that time and engage- ences in exciting cultural envi- tance around keeping animals ment spent with horses have ronments, just as for our fan- in captivity, for use and plea- been proven to contribute to tastic, long-stretched Swedish sure. The horse industry should be illustrated and mar- nature, with a responsibly de- should safeguard the right to keted. It can also be a very veloped, horse-based nature domesticise animals in a re- valuable ingredient in the tourism. Horse tourism ought sponsible way. treatment of mental illness, to be developed and seen as an • Horses from Sweden – Sweden and business models for pro- important part of the Swedish has very good conditions for viding socializing with horses visitors’ industry, well worth breeding as well as keeping in various health-beneficial developing. sound and durable horses, i.a. forms and as services to the • Excellent food – Horse meat is based on good access to feed- health care should be devel- excellent food where the de- ing stuff, good grazing and a oped. Together with other mand today is bigger than the good knowledge of roughage people to handle big animals supply of Swedish horse meat. production, access to good and to care for their welfare is However, there is a good poten- water and a high level of ani- developing for both leadership tial for strongly increasing the mal welfare protection. The and taking responsibility. availability of domestic food breeding should be developed • Horsepower – Utility horses can stuff. Horse meat should be so that we can offer a genuine, in a sustainable way – both marketed as excellent food, just Swedish-borne horse for each socially, economically and as the slaughtering of horses individual field of application environmentally, advanta- should be considered a respon- and the Swedish advantages in geously carry out many servic- sible and sustainable way of horse breeding should to a es, mainly within agriculture, making use of a resource. higher extent be utilized to green surface maintenance stimulate export of sound hors- and simple transports close to es. There are strong links be- urban or sensitive cultural and tween successful export and a environmental surroundings.

National Strategy for Swedish Horse Business Enterprise 15 Knowledge and innovation

The objective for the strategic area Knowledge and innovation is that the horse businesses seek, adopt and develop through practicing relevant knowledge based on research and proven experiences in the business. The horse businesses join the education chain and contribute to the development of new knowledge through an increased exchange between researchers, innovators, financiers and enterprisers.

Society, the horse industry and the responsibility for the overall keeping and activities connect- horse businesses continuously development and position in ed to it, such as transports and need new knowledge in order to society of the industry requires sports arrangements. Negative develop and meet the expecta- resources and a sustainable environmental impact must tions and the social challenges of and qualitative work that actively be reduced and the the surrounding world. The should be safeguarded by sta- work for as efficiently as pos- horse industry needs to provide ble financing models. sible to be able to close the and spread new as well as old, • Means and environment for inno- nutrition circle of the horses still valid, knowledge based on vation – The wish for innova- must continue. scientific methods or proven tion of the businesses should • Long-term productivity develop- experience in an efficient way. be better cared for by making ment – Innovation and applica- The provision of competence to it clear where accessible means tion of new technology is nec- the horse industry and the horse for research and development essary for the long-term businesses through education can be sought, which co-opera- productivity development. and counselling must meet the tion partners exist within vari- Cooperation in various fora for needs of the horse businesses ous research disciplines and exchange of information, tech- and be adapted in step with the how pilot projects can be run nology, methods and experi- needs being changed due to in different innovation envi- ences between different com- surrounding facts and business ronments through cross-scien- panies should be developed development. tific cooperation. and continue. • Understand the horse – Contin- • Basic education in business • Fellow surveillance of the sur- ued research on and around economics – Basic education in rounding world – The horse the horse, its needs, welfare, the conditions of business industry should jointly survey possibilities and place in soci- economy and how a business the surrounding world’s devel- ety should be promoted so as activity can be built up around opment and the streams of the to, starting from research, be a production of goods and society, catch up macro tenden- able to communicate knowl- services in the equine sector cies and think about what pos- edge, commercialise research that can be offered against sibilities are available and how results and develop new, know- payment should be part of all these can be made use of and how-solid businesses. educations within the horse to jointly meet and relate to • Reduce negative environmental industry, and also offered threats. impact – The environmental openly for future or recently • Finance the development of the impact of the horse industry started horse businesses. horse industry – Long-term solu- must be better mapped out and • Better business-men and women tions to finance the develop- development measures taken, through higher education – The ment of the industry and stabil- in order to promote more envi- higher education of the horse ity should be secured. A joint ronmentally sustainable horse- industry should, in addition to

16 National Strategy for Swedish Horse Business Enterprise Objectives for strategic areas

equine width and depth and ple employed within the horse tures for existing horse busi- practice also contain devel- industry should be encouraged nesses must be developed, just oped moments of business to continued, individual educa- as a habit in the companies to management and entrepre- tion, to always seek and adopt seek, buy and apply new knowl- neurship such as leadership, new knowledge. The trade edge through advising to de- law and business economics, to should take a fellow responsi- velop the business. Consulting prepare for future leading posi- bility for, in addition to basic models and structures for pro- tions within the equine sector. education, also offer easily duction advise that have prov- • Life-long learning – Stimulating accessible continued education en prosperous in other similar occupation and lifelong learn- in various forms, and stimulate trades should be made acces- ing are important pieces of to a lifelong learning. sible also to horse businesses. strategic competence support. • Advising consultancy to horse Horse entrepreneurs and peo- businesses – Advising struc-

National Strategy for Swedish Horse Business Enterprise 17 The horse business enterprise strategy’s contri- bution to sustainability and environment work

To contribute to increased social benefit is synonymous to actively work with sustainability issues, different parts of the horse industry are involved and in various ways contribute to the national and international sustainability work. Below, examples of how the horse industry contributes to Sweden’s environmental objectives and Agenda 2030 – The Global Goals For Sustainable Development – are shown.

The overall goal of Swedish envi- sustainable cultivation systems es and infrastructure are consid- ronmental policy is to hand over and genetical diversity. ered in the municipal planning to the next generation a society Outdoor life, just as the possi- work. There are also good con- in which the major environmen- bilities to recreation, movement nections to Agenda 2030 and tal problems in Sweden have and athletics are important in- goal 11 Sustainable cities and been solved, without increasing gredients for health and well-be- communities, for instance driv- environmental and health prob- ing. Many horse enterprises, just ing with utility horses, which lems outside Sweden’s borders. as activities within the non-profit provides plenty of added value in The horse industry has a respon- sector, produce health-promoting addition to the work carried out. sibility to minimize negative services and experiences. There The individual horse business- environmental impact and at the is horse-related education from es and the steps they take are same time clarify and develop high school level to advanced essential for a successful sustain- positive environmental impact level, just as a variety of profes- ability work in the trade, and for – a central part for making the sional educations. The number these processes knowledge and horse as trademark stronger. of females is significant among fundamental information for Our open cultural landscape producers as well as consumers of making decisions are required. mainly consists of natural graz- horse-related products and ser- Authorities and organisations ing areas and arable land. Graz- vices, to many horse activities are within the horse industry have a ing animals are decisive for the an important arena for personal mutual responsibility to provide cultivation of natural grazing development and the fact that the businesses with relevant fun- areas with a big number of valu- the horse industry produces good damental information for sus- able species of the Swedish flora leaders has been scientifically tainability work. On the other and fauna. Cultivated grassland proven. Thus, there are connec- hand, healthy horse businesses contributes to increased humus tions to Agenda 2030 and goal 3, can strongly contribute to goal 8 in the soil, which has a positive Good health and well-being, goal of Agenda 2030, Decent work and effect on the climate, and is nec- 4 Quality education and goal 5 economic growth, goal 9 Indus- essary in large parts of our coun- Gender equality. try, innovation and infrastruc- try in order to maintain and The demand for horse-related ture and goal 12, Responsible improve the fertility of the soil. experiences is biggest where a lot consumption and production. Viable horse business enterprise of people live. The closeness to A lot of sustainability work is strongly contributes to there natural and cultural values, just run by individual horse business- being muzzles grazing and the as areas for recreation outdoors, es and the organisations of the demand for grassland. It contrib- are important ingredients in horse industry. A cohesive func- utes to reaching the environmen- good and healthy living sur- tion lies with the Horse Indus- tal objectives of a Varied agricul- roundings. Horse businesses try’s Environmental Committee, tural landscape and A rich close to densely populated areas a network initiated by the HNS diversity of plant and animal life. can in many ways contribute to for environment, climate and There are also connections to the environmental goal a good sustainability issues within the Agenda 2030 and the second built environment, under the industry at large and for business- goal, Zero hunger, and goal 15, condition that the horses’ and es working with horses. Life on land, mainly regarding the enterprises’ needs for surfac-

18 National Strategy for Swedish Horse Business Enterprise National Strategy for Swedish Horse Business Enterprise 19 Carrying through the horse business enterprise strategy

The National Strategy for Swedish Horse Business Enterprise gathers the horse industry in a fellow work intended to strengthen the equine sector. A long-term strategy with the purpose to contribute to taking care of the potential existing in businesses connected to the horse and which can lead to increased creating of values, more jobs and sustainable growth in the entire country.

A successful carrying through of three strategic areas are connect- The central issue is that all the strategy requires engage- ed to the strategy. interested parties stand behind ment and efforts from the busi- Various groups and coopera- and together in dialogue develop nesses of the horse industry, tion between the interested par- the living documents that the organisations and interested ties of the strategy will take re- strategy and the action plans tied parties on local, regional as well sponsibility for different steps, to it represent, and to give prior- as national levels. The National some well in line with the work ity and contribute to the carry- Strategy for Swedish Horse Busi- already being performed in vari- ing through of the strategy. The ness Enterprise points out a di- ous fora – these can with support strategy will regularly be fol- rection for the development and of the strategy and its jointly lowed up until 2030 and matters influence work within the indus- decided priorities get an extra in the action plans will be added try and contains goals to achieve push to their work. For other or removed when no longer rel- and a structure for the perfor- steps innovative actions and evant or having been solved. mance. Action plans with con- completely new structures may crete steps sorted under the be necessary.

Organisation

Management Group The work is surveyed by a management group consisting of representatives from the LRF Horse Delegation (Swedish Trotting Association, Swedish Equestrian Federation, Swedish Icelandic Horse Association, Breeding Association for Trotters in Sweden, Swedish Horse Board, Federation of Swedish Farmers, Swedish Cooperation Committee of Utility Horses, Western Riders Association of Sweden, Swedish National Organisation for Riding Schools, Swedish Horse Industry Foundation) and the Swedish Board of Agriculture.

Project leader The LRF Horse will in the autumn 2017 and in 2018 provide and finance a project leader in order to make the work progress.

Working groups The work with concrete steps in action plans takes place in the working groups for the three strategic areas Rules and regulations, Consumers and markets and Knowledge and innovation. The LRF Horse has a convening function in all working groups and representatives for several of the strategy’s interested parties participate in the work. The working groups will develop and change in step with new tasks and steps being formulated, at the same time as steps taken care of are put to the files and some of those having taken part in the work will stop in order to move on their focus to new tasks.

20 National Strategy for Swedish Horse Business Enterprise The journey to a joint strategy for horse business enterprise

A comprehensive process lies behind and forms the anchor for the decisions and priorities made by the trade in the horse business enterprise strategy. Upon an initiative from the LRF Horse Delegation 4, the LRF Horse was assigned the task to invite the interested parties of the trade, in order to look over the possibility for together and in a more structured way support the conditions of horse business enterprising. On 11 January 2018 an extended Horse Council 5 with around sixty representatives gathered to find out whether there was a will to make a joint effort for a fellow horse business enterprise strategy – and the answer was a clear YES!

On April 19 the same year the ing group with representatives parties of the strategy had been trade gathered again, to agree from the interested parties of the considered and further devel- on the overall parts presented in industry and convened by LRF oped the strategy. The work this strategy. At the previous Horse. The working groups were with making up action plans meeting a working group was given the task to set up goals and with concrete steps and with assigned, the task of which was make up action plans connected finding the ones to be respon- to make up proposals and a first to them, within each strategic sible for them continued during draft that could be submitted for area. the summer and the autumn of comments to the parties involved The working groups were 2018. on 19 March. A prepared propos- called in and started their work A new big meeting was held in al could thus be presented 19 in the month of May, and written late autumn 2018 when the Na- April, to be elaborated and final- proposals for goals and steps for tional Strategy for Swedish Horse ly agreed upon in the big forum. each respective strategic focus Business Enterprise was A decision was also made that field were initiated. During the launched, together with action the continued work is to be made summer a new circulation for plans to accomplish a change. within the three strategic focus comments was made where the fields, each administered a work- points of view of the interested

Working group central Extended Horse Anchoring agreements Council, Central Strategy on Project start LRFs regiones meeting agreements decided circulation for 2017-09-15 2017-11-20 2018-03-09 2018-04-19 comments

Horse delegation Extended Strategy on Working groups ”Wanted direction” Horse Council circulation for - Rules and regulations Extended 2017-10-17 ”Kickstart” comments - Consumers and markets Horse Council, 2018-01-11 - Knowledge and innovation ”Launching” autumn 2018

4) LRF Horse’s decision-making body with members from the member organisations and co-opted from the HNS 5) Major reunion with representatives from all the major organisations within the equine sector of Sweden

National Strategy for Swedish Horse Business Enterprise 21