National Equestrian Crime Database Launch Gets Unanimous UK Equestrian Support

WOKING, England, July 27, 2010 - After 2 years in development National Equestrian Crime
Database (NECD) launches the most advanced equestrian crime prevention
service in the world to UK equestrians. Delivering a wealth of ground
breaking services NECD deters criminals by ensuring stolen equestrian items
are almost impossible to sell on. For the first time, with its 'State of the
Art' system sitting behind an easy to use website interface, NECD fills a big
gap by enabling high tech information sharing of criminal activity throughout
the Equestrian community, Police, Ports, Auction Houses, Insurance companies
and The Home Office on a nationwide basis. NECD's aim is to provide a vital
information service for the horse owner, equestrian community and other crime
prevention organisations.

NECD launches a number of world first free crime prevention
services including 'NECD Checkit' and 'Textit' which enable equestrians and
members of the public anywhere in the world to check item status using
internet or SMS. The 'NECD Checkit' search functionality provides further
international visibility and traceability for stolen items. Nationwide and
local crime reports and crime hot spots are freely viewable on the news
ticker at the NECD home webpage.

A modest annual membership fee of GBP35 provides a feature
rich service enabling horse owners to register all their equestrian items
including their horse, tack, trailer, quad bikes, in fact anything
equestrian, regardless of value together with photographic images in a
central and secure place. NECD uniquely recognises and uses all identifying
alphanumeric marks (serial numbers, letters, postcodes, chassis numbers,
horse passports, freezemarks and microchips) for every equestrian item
registered. NECD embraces existing crime prevention marks such as freezemarks
and microchips and can also generate unique IDs for items which have no marks
such as bridles and saddles. Pioneering new crime prevention practice,
members are empowered to swiftly report criminal activity or theft to the
equestrian community by generating and receiving criminal activity alerts
using SMS and email. 'Be on the lookout' (BOLO) alerts for loose horses, dogs
and other information of local or national importance ensure equestrians are
kept well informed. For the first time, all UK police forces can track and
recover stolen NECD items nationwide. NECD meets police requirements for the
hand-over of recovered property by providing a printable receipt for all
items registered. NECD is also able to track complete item ownership history
from its date of registration making it the first DVLA of equestrian estate.

With ISO 27001:2005 compliance, the world-class standard of
security and data protection, NECD is expected to become the de facto
industry standard for equestrian crime tracking and insurance criteria.
Levels of system access provide crime prevention organisations with
information sharing about crime trends and hot spots. UK police forces have
accounts and controller interfaces allowing them to monitor activity
associated with the theft of equestrian estate. Ports can instantly check
horses waiting to be shipped abroad ensuring stolen horses do not leave the
country.

Many prestigious organisations have collaborated with NECD
including UK Police forces and equestrian insurance company Amtrust; all
helping to ensure NECD meets and delivers to the highest industry standards.
NECD has facilitated the strategically unification of these organisations to
become a more powerful and integrated force in the fight against crime. NECD
has also secured the approval and support of many other influential
equestrian organisations in the UK including the BHS and RDA. As part of its
community approach and CSR strategy, NECD provides its service free to all UK
equestrian charities. NECD's ever growing list of Ambassadors currently
includes top equestrian personages Jennie Loriston-Clarke, Jane
Holderness-Roddam, Amy Stovold, Daniel Watson and Lynn Russell.

Press Release Quotes:

Adrian Keeling, Chief Executive, NECD

'As a senior executive, I have been involved in the database
industry for many years and both my family and myself have been passionate
equestrians all our lives. We had all of our tack stolen and felt we could do
something about the burgeoning levels of equestrian crime. NECD was the
result and it is now the most comprehensive equestrian crime prevention
service on the planet. NECD is truly the equestrian community fighting back.'

Jennie Loriston-Clarke, British Dressage Chairwoman

'I am pleased to be able to lend my support to NECD, an
extraordinary organisation whose sole reason for existence is the prevention
of equestrian crime. It is essential that all equestrians become members,
because in doing so, collectively we can make it nearly impossible for
criminals to profit from selling on our stolen horses, tack, vehicles or
machinery.'

Mark Weston, Director of Access, Safety and Welfare, The British Horse
Society

'The NECD service is one that has the potential to significantly reduce
the levels of equestrian related crime throughout the United Kingdom, thereby
increasing the safety and welfare of our horses and ponies. The British Horse
Society is delighted to be working with NECD.'

Ed Bracher, Chief Executive, Riding for the Disabled

'We are very pleased to be working with NECD and very much
appreciate their support of RDA and our centres. The theft of tack and
special equipment is a constant headache for RDA and takes valuable funds
away from our vital work, not to mention the annoyance of losing special
equipment. We feel confident that with the support of the NECD, we can help
reduce this menace and ensure that our volunteers and funds are focused on
delivering our service.'

Amy Stovold, International dressage competitor and trainer

'Despite extensive security measures, I recently suffered tack
theft this year and it was an awful experience. I was then approached by NECD
and their concept was light years ahead of anything I have encountered or
heard about. As NECD members, horse owners are better protected and thieves
will be deterred from the outset ensuring owners don't have to suffer a
similar loss. It is easy to see how NECD will become a household name and
world class brand and it is great to be a part of it.'

Notes for Editors

NECD goes live to the general equestrian public on the 1st
August. NECD celebrates its corporate launch on the 16th September with an
extraordinary equestrian event including VIP equestrian demonstrations for a
VVIP and VIP guest list. The event's VIP Press Briefing will provide members
of the press with an opportunity to interview an extraordinary VIP panel
including esteemed organisation such as the BHS, BEF, RDA, BD, and
Horsewatch. Exclusive interviews with panel members are available for press
to book in advance. VIP Press Briefing Invitations will be sent under
separate cover. Detailed press information including large image library
available at www.necd.org.uk/press-information.html. NECD Launch Press
release interview exclusives available.

Note: Equestrian Estate is the name NECD gives to all the
items which an equestrian (horse owner) uses with their horse and includes
their horse.

Boiler plate

NECD provides the most advanced equestrian crime prevention
service in the world. NECD deters criminals by ensuring stolen items are
almost impossible to sell on. NECD provides a multitude of cutting edge
equestrian crime prevention services. With the sole aim of preventing crime
and keeping equestrians informed, unique services such as NECD Checkit where
you can check the legal status of items such as horses, trailers, saddles,
quad bikes etc using your mobile phone, are provided free of charge to all.
NECD members benefit from a feature rich service which enables them to
register all their equestrian estate in one central database and generate and
receive criminal activity alerts for their local area. NECD meets world class
ISO 27001:2005 compliance security and data protection standards. NECD has
the unanimous backing and support of the UK equestrian community, equestrian
industry and Police.

Press Contact: PR Director, Caroline Finch Tel: +44-7876-353096, email: caroline.finch at necd.org.uk