Johnson’s look forward to a team day out at Crufts every year, and our 2025 experience was particularly special having spent it with our headline charity sponsor, Hounds for Heroes.
With a shared passion for improving the lives of animals and those who care for them, this union was a chance for both organisations to express their appreciation for the other’s work – and what better event for it take place than the world’s greatest celebration of dogs.
The incredible work of Hounds for Heroes
Hounds for Heroes is a charity which provides benefit to disabled veterans and emergency services personnel through specially trained assistance dogs. A partnership with one of their hounds can completely transform a hero’s quality of life, delivering practical and emotional support to enable the regrowth of confidence and independence in daily operations.
The charity was founded by Allen Parton, a former Royal Navy officer whose life changed the moment he met his assistance dog, Endal. Endal’s story touched the lives of many with his admirable acts of service, from fetching items to performing life-saving duties and, perhaps most importantly, rekindling Allen’s zest for life.
Following on in Endal’s pawprints is Endal the Third, or ET – Allen’s new assistance dog after Endal’s passing 14 years ago. ET continues to represent the value of the human-animal bond and is every bit as talented as his predecessor.
Proud sponsors of an amazing cause
As pet care specialists, we hold the work carried out by Hounds for Heroes close in our hearts. It’s this mutual understanding of pets as enriching companions that has been the driving force behind our financial support for many years.
The life-changing impact their dogs have on injured members of the military and the ‘blue-light’ services is nothing short of inspiring. It’s sponsorship opportunities like this which allow us to make a meaningful difference to animal welfare services, beyond the provision of quality pet care products.
“Thank you for sharing and just for standing shoulder to shoulder with us on our mission. The message you are sending out to over 900,000 injured and disabled services personnel is that you care and from where I sit in the wheelchair, it’s a very powerful and much needed message to hear”
– Allen Parton
Meeting Allen and ET at Crufts 2025 was a moment we’ll always treasure as proud sponsors. It was most rewarding to watch this charity receive the recognition their workers, heroes and assistance dogs deserve.
Your chance to support
Every contribution helps prepare more dogs to live and work beside those who are serving or have served in the HM Armed Forces and Emergency Services and have become physically disabled through injury or illness.
There are endless ways you can show your support in raising vital funds, spreading awareness or volunteering at Hounds for Heroes. If you are in a position to donate and would like to be a part of this movement, you can explore your options here and help improve the lives of the UK’s heroes.
