Ian Callender is the owner of Zuchthof Hollen in Oyten. During the Holsteiner Spring Auction, the enterprise presented the top-priced lot with Marlene by Don VHP-Calido for 180,000 euros. Afterwards, Ian Callender and his farm manager, Dr Günther Friemel, share their experiences as consignors.

What prompted you to entrust your horse to the Holsteiner Verband auction team for marketing?

Ian Callender: "The mare Marlene met all the criteria for a very good auction horse in terms of talent, temperament, conformation and, of course, health. Thus, it was obvious to aim for the sale via the Holsteiner Verband auction. Zuchthof Hollen, an equine breeding farm with 20 to 25 broodmares, is based in Oyten near Bremen. The farm is managed by Bettina and Günther Friemel along with their team. We have already consigned foals, young stallions and riding horses to the Holsteiner Verband auctions under the management of the former auction directors and have always been very satisfied with the results. However, since I only stay in Germany once or twice a year, I consider it sensible for my farm manager to answer the further questions."

How did you experience the management, care and communication as a consignor?

Dr Günther Friemel: "The criteria of management and care of the horse and communication with the consignors are extremely important. They are the basis for a successful auction process and the consignor's trust in trading through association auctions. All three worked very well for us in the usual manner. Felix Flinzer did a very good job with his auction team centred around Alex Bitter and Sigrun Günther. Tried-and-tested elements were combined with new ones. The training and presentation of the horses was horse-friendly and the customer acquisition professional."

Did you feel that there were enough customers in Elmshorn or that the horses aroused the interest of many customers?

"You can never have enough customers! And supply creates demand! The auction team's commitment to prospective buyers was ambitious and intensive. If trust in auction management is strengthened even more in the future and the collections can thereby be expanded, then even more customers will come and enliven the Elmshorn auction venue. The facilities in the Fritz-Thiedemann-Halle are very good – not too sprawling and more favourable than in the Holstenhalle."

The spring auction was embedded in an attractive supporting programme. How did you like that?

"Auctioning is a simple business. Good horses – good customers – good service – good organisation. In that order. That is actually all that is necessary to be able to conduct successful trade. If the auction management has these things under control and capacities in terms of personnel, time and finance are available, then a supporting programme is always very positive for the atmosphere and the mood in the audience. Auctions also thrive on the audience as families and interested spectators."

Looking back, are you satisfied with the entire procedure and would you consign another horse for marketing to Elmshorn again?

"Anyone who has jumped a clear round always finds the course good. But in general, we can answer both questions with a yes."

Ian Callender (right) bought Marlene’s dam from Harm and Ingela Thormählen. Callender’s farm manager, Dr Günther Friemel (centre), was on hand to offer advice.