Valerie Elliott, Consumer Editor
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Pedigree, the pet food company, dropped its estimated £1.5-million-a-year sponsorship of Crufts dog show yesterday, ending a relationship that has endured for 44 years.
The decision follows the furore over claims that the show promoted breeding methods that encouraged deformities and disease in animals.
The Pedigree brand was once so inextricably linked with Crufts that cans of the dog food carried the strapline “Top breeders recommend it” and champion dogs regularly appeared in TV advertisements.
After a BBC documentary that high-lighted the genetic side-effects of unhealthy breeding, there was concern that the brand was being tainted by association with the show.
Pedigree and its British marketing manager, Stephen Rendu, declined to discuss their decision yesterday. A statement from Mars UK, which owns Pedigree, said: “After careful consideration, Pedigree has decided to withdraw its sponsorship of Crufts. The Pedigree brand has evolved and we are prioritising initiatives that support the broadest possible community of dog owners such as our successful programme the Pedigree Adoption Drive, and our online service for breeders, pedigreedirect.co.uk. We look forward to working with the Kennel Club on other projects in the future.”
Leading figures in the canine world have suggested that the split between the two now puts a question mark over the long-term future of the world’s biggest dog show.
The Kennel Club, which organises Crufts, last night insisted that the show would go ahead, although it is still unclear if TV coverage of the event by the BBC will proceed or whether the format will change in some way.
Talks between the BBC and the club are still continuing and a panel of scientific experts is to advise the BBC about future screening. Last year 14.5 million viewers tuned in to the show, which was televised over four days.
The pullout by Pedigree comes four months before the next show at the National Exhibition Centre in Birmingham. Rosemary Smart, chief executive of the Kennel Club, said: “Clearly we are very sad to lose Pedigree from Crufts. We have had an excellent relationship for many years and we wish them well and look forward to working with them in the future.”
The RSPCA and the Dogs’ Trust announced last month that they were severing links with the show. Last night there were fears that other exhibitors may decide to follow Pedigree and withdraw their support.
Canine experts were curious as to why Pedigree had waited so long to distance itself from Crufts, especially when the club has embarked on a shake-up of all dog-breeding to introduce kinder rearing methods for all pets and showdogs.
Beverley Cuddy, editor of Dogs Today magazine and a longstanding critic of the Kennel Club, said: “I think it is sad in a way that it’s come at a time when the Kennel Club was trying to tackle the problems. But it is a dramatic reversal and could be the knockout blow for the show.
“It will make it very difficult to be profitable. The club only makes about £500,000 from the show so this will create a massive deficit.”
The club is already on a collision course with breed societies over its decision with the Dogs’ Trust to review breeding standards for 209 species. The first dog breeds to face scrutiny are the pekinese, the Clumber spaniel, bloodhound, bulldog, mastiff, German shepherd, basset hound and St Bernard. Incestuous inbreeding of dogs – sons with their mothers and half-siblings with each other – is also to be tackled.
The documentary, which the Kennel Club has denounced as biased, showed a prize-winning Cavalier King Charles spaniel with syringomyelia, which occurs when a dog’s skull is too small for the brain. There were also pugs with breathing difficulties and boxers suffering from epilepsy.
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Talk about the pot calling the kettle black. Pedigree adds color to their food which causes allergy/demodectic mange to many dogs. The color is supposed to appeal to owners, i.e., more profit. While Crufts/unethical breeders deserve criticism, coming from Pedigree is a joke.
MaryBeth Breit, McLeansboro, USA
I live in the US; but have always given away the food coupons when my dog won them - won't feed or recommend the food; the only thing they make of quality is those large plastic bags they give away at shows!
Rachel, San Francisco, USA
This is actually a great opportunity for a higher-end dog food company to step up and take Pedigree's place, something that is probably long-called for, as most serious breeders are very concerned with diet and feeding the best quality food possible to their dogs.
Susan, Stephens City, VA, USA
Most breeders do everything possible to breed healthy, happy dogs - which is, btw, expensive. Most do not get rich from breeding. The better response if for those that show and breed dogs to stop feeding Pedigree and stop recommending it to their puppy buyers. Hit Pedigree in the pocketbook!
Gail, Phoenix, USA
Pedigree is grandstanding (as usual) as they have pulled sponsorship from many shows all over the world in the past 12 months. They are more interested in the pet person than the breeder. It is not a food I will feed or recommend so no great loss. Their timing of this announcement is suspect also.
Denise, Perth, Australia
Nobody seems to have realised that other companies owned by the Mars Group, who own Pedigree, will be at Crufts in force. The draw out is nothing more than placing themselves in the market and has been happening for the last 2 years.
They do not object to Pedigree dog owners buying their food.
Hazel Fitzgibbon, Castle Donington, UK
Breeders are their own best advertising. My experience has been, however, most breeders are no different than back yard breeders. They don't know a damn thing about genetics nor do they care. They breed for wins not health.
Sheila Schweit, Sherman Oaks, USA
All of us who have dogs, and care about them, recognise that more effort must be made to address specific health issues in affected breeds. Sadly what has been portrayed in the media and picked up by the general public is misinformation on a sad scale, as many of these comments prove.
Nikki, Newport Pagnell,
Dogs have been bred for years, as guard, companion, working, sledge, shepherd, some have gone wrong. Dog breeders in the main try to improve the breed. Puppy farmers turn out anything to make money. Do not make the mistake of tarring all with the same brush.
There are no bad dogs, just bad owners.
Jim Innes, Musselburgh, Scotland
Ann of Woburn - you are so correct. The last time I attended Crufts, I did not move away from the benches to look at Trade Stands are there was such a crush of people. Less trade the better. As for Miss.Cuddy - the saying "empty vessels make most noise" comes to mind.
Margaret Hughes, Colwyn Bay, Clwyd
Its not just a dog show, we would lose Agility, Obedience,flyball, young owners and discover dogs. New owners ask the right questions and you get the right puppy! it is up to dog showers to weed out the nasty element among themselves. money talks only buy a puppy you have researched.
Amanda, Luton, UK
If we stop the show, we stop the incentive for breeding these obscenely malformed dogs just to win prizes. Pedigree did the right thing, and it was right to do so with careful consideration of the effect on their consumer branding.
anna, kendal, uk
Well done Pedigree (and previously well done RSPCA).
For too long have too many people got too wealthy on the back of insensitive, incorrect and cruel breeding policies while pretending to have the health of the animals at heart.
A great big paw in the right direction
David, St Albans, UK
I hope the BBC will not televise Crufts - the RSPCA has pulled out and now PEDIGREE dog food- NO MORE CRUFTS. Joan from South Hams
joan wing, kingsbridge, devon
Hooray! An end to false and snooty values that involve cruelty
and grotesque deformities.
Sue D, South Cheshire, UK
A Non Active register is required for dogs that do not meet K.C breed standards,progeny cannot be bred from.All breeders should be legally responsible for what they breed for life.The K.C and judges should be held equally accountable as they designed this mess between them.
Mrs Taylor, Shepton Mallet, Somerset
Pedigree will be no great loss to Crufts, maybe the show will become a proper dog show not a glorified marketing exercise. Many breeds of dogs shown are not disabled mutants. As for Ms Cuddy she always pontificates about pedigree dogs at every opportunity to push sales of her awful publication
Ann, Woburn, England
Pedigree have been removing funding from the Dog Show scene for some time. This has nothing to do with that sensationalist program. The media are once again jumping on the bandwaggon and criticizing the Kennel Club who already do a great deal to improve the health and welfare of pedigree dogs.
Julian, Jersey,
Great news. The debasing and revoltingly competitive dog show spectacle might now cease, and dogs revert to being bred for characteristics like long-term healthiness, companionability, and robustness.
Paul Freeman, London, England
Thats a bit Ruff...
simon, norwich,