The recently formed Foundation aims to support and promote training and behaviour, welfare, safety and health in all dogs.
The Foundation board consists of staff drawn from all parts of the business. Meeting four times a year, it acts as a focal point to coordinate all of the charitable activities of the company.
Launching at Crufts, the foundation will be set up with an initial £10,000 donation provided by The Company of Animals, split between both money and products.
To kick start the donations, any customers that spend £10 or more with the company at Crufts will receive a token which they can slot into one of the three chosen charity boxes, which will be revealed at the event.
Each token is worth £1 and the business will be donating £1,000 in total over the four day show.
CEO, Roger Mugford, believes the Foundation will help causes that need it most, “We’re looking to support a whole range of causes, from large charities and organisations, to a single person who owns an animal shelter which needs support. We really do want to include everyone.
“The team at The Company of Animals all share the same ethos and generosity, and our Foundation mission and aims are very much aligned with the business.”