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Better Breeder Certification

The Breeder Merit program To recognize conservation Dog Breeders

The Better Breeder Certification is the only breeder recognition program that supports efforts to breed a better dog. It rewards purposeful purebred dog breeders who are ambassadors for breed preservation and advancement.


Partner Brands

Certified breeders can save hundreds of dollars annually with the exclusive program benefits from these respected partners.

The Better Breeder Certified seal is the mark discerning purebred puppy buyers will demand.

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Relyt Sheltie Puppies

What’s Considered:

Better Breeder Certification Program

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For years, purebred conservation dog breeders have struggled to clearly identify and distinguish themselves, particularly in the minds of the general public.

The Better Breeder Institute certifies purposeful breeders who are dedicated to the preservation and advancement of their breed – breeders who raise the bar in their breeding programs and produce beautiful, healthy, predictable puppies that fulfill their official Breed Standard. 

The Program considers:

  • Code of Ethics. The Better Breeder Institute’s Code of Ethics establishes the benchmark for better breeder standards, processes, and ethics, which provide conservation breeders with a great opportunity to elevate and distinguish their program.
  • Breeding Program Purpose. We review the “why” behind every breeder. It begins with breed preservation and advancement and extends to the individual breeder’s purpose and objectives in their breeding program. We look for breeders to define their personal story in their breed.
  • Purebred Event Participation. Conservation breeders participate in at least one competitive AKC/CKC Event type to demonstrate, evaluate, and validate the results of their breeding program.
  • AKC/CKC Championships. Better breeders produce champions. We recognize all American Kennel Club (AKC) and Canadian Kennel Club (CKC) prefix championship titles. Suffix championship titles alone do not qualify. *AKC Foundation Stock Service® breeds excluded from this requirement.
  • Specialty Breed Club Membership. We require every certified breeder to be an active member in good standing with a specialty breed club (National Breed Club and/or regional specialty club). Support of these organizations is critical to the future of our breeds.
  • Health Testing. Certified breeders must conduct the complete health testing protocol as recommended by their National Breed Club. DOGG!T Verification (recommended) or verified test reports are required. Simply checking a box is not sufficient.
  • Contracts & Guarantees. Certified Better Breeders provide written contracts and guarantees to buyers and stand behind the dogs they sell. They do not allow them to be placed with brokers, dealers, or rescue organizations.
  • Clean and Orderly Facilities. Quality dogs reflect a quality program. Every element of a better breeder’s program, including kennels and facilities, must be kept clean, orderly, and sanitary.
  • Plus, we recognize and highlight National Specialty wins, Best in Shows, National Breed Club awards, and other club memberships, to name a few. These notable accomplishments set you apart as a better breeder.

All of these elements empower better breeders to clearly identify and distinguish themselves. This higher standard will educate the general public on what a responsible conservation dog breeder truly is.

Finally, here at the Better Breeder Institute, we believe in breed-specific health research to continue improving the health, vitality, and lifespans of our purebred dogs. We donate a portion of every application fee to the health foundation or program of the applicant’s National Breed Club.

Apply Online

Application Fee

$35

Get Your Breeding Program Certified

  • Support Your Breed’s Health Research
  • Exclusive Benefits Package
  • CLICK TO APPLY

Better Breeder Institute Certification does not constitute our recommendation or promotion of a breeder. Please review the Terms and Conditions. The program is administered by an independent agency, according to criteria set forth by the Better Breeder Institute. Due to company principles’ status as AKC-licensed Conformation judges, approved application fees from Collie (Rough & Smooth) or Shetland Sheepdogs breeding programs are donated in their entirety to the respective National Breed Health Foundation.

What to Expect:

Application Process

Here is what to expect as you complete the Better Breeder Certification process:

  1. Complete the Application. It will take approximately 30 minutes to complete. You will need the following digital files to upload:
    • Minimum of two (2) AKC/CKC championship certificates
    • Minimum of two (2) complete health test result panels (or, DOGG!T Verification link)
    • Pictures of your dogs and kennel facilities.
  2. Submit the Application. We will confirm receipt of the application via email.
  3. Application Review. Applications will be reviewed and evaluated according to criteria set forth by the Better Breeder Institute. Applications will be reviewed within 5-7 business days. If there are questions, we will follow up for clarification.
  4. Application Decision. Once a determination has been made, you will be informed via email. Approved breeders will be added to the Better Breeder Directory as Better Breeder Institute Certified. We will provide you with login credentials to manage your listing and a digital banner to use on your website, social media, and digital and print advertising.
  5. Recognition: Certified breeders will be provided with an official page in the Better Breeder Directory highlighting their breeding program and certification. This page will be referenced by several other organizations for admission into their programs and special offers.

Put your breeding program on the pedestal it deserves.

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Newborn Bi-Blue and Bi-Black Sheltie puppies

What’s Included:

Better Breeder Certification Program

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Here is what’s included in the Better Breeder Certification program:

  1. Entrance into an exclusive purebred breeder community. Certified breeders will no longer struggle to distinguish themselves from the myriad of other breeder types that exist. You will become a member of an esteemed group of purebred conservation breeders.
  2. Better Breeder Directory. Certified breeders will be listed at the top of the premier online breeder directory with the program seal to signify the breeding program’s certification.
  3. Recognition & Respect. The Better Breeder Institute is working in coordination with several organizations to educate the general public about the virtues of well-bred purebred dogs. In addition, we will be emphasizing what puppy shoppers should be looking for in their breeder of choice — the elements recognized by our certification program.
  4. Support Breed Health Research. A portion of each application fee is donated to the applicant’s national breed health program or organization. In the process, supporting efforts to improve the lives and longevity of our breeds.
  5. Benefits: Certified breeders enjoy an exclusive benefit package from many of the most respected brands in the dog industry. Our growing list of partner brands include EZwhelp, Chris Christensen, IMPACT Dog Crates, CanineP4, Equine-Eye, Bellylabs & more. Discounts range from 10%-40%, potentially saving breeders hundreds of dollars annually. See more.

Frequently Asked Questions

How is the Better Breeder Certification Program different from other breeder merit programs?

The Better Breeder Certification Program recognizes the distinct aspects of true conservation dog breeding. These include specialty breed club membership, event participation, championships, health testing, contracts and guarantees, and a specified purpose. These elements are indicative of breeding programs committed to fulfilling their Official Standard and providing beautiful, healthy, and predictable specimens for discerning breed lovers & fanciers.

Other merit programs’ requirements do more to support the sponsors’ economic engine more than they support the breeding of better dogs. Further, there will be breeders who qualify for merit status in other programs that will not qualify for the Better Breeder Certification due to our stringent requirements.

Where can I use the Better Breeder Certified Seal?

Pending your agreement to the Terms of Use, you may use the program seal on your website, social media channels, and digital and print advertising. This will be the visual icon that puppy shoppers will use to identify quality purebred dog breeders.

What does the application fee cover?

We have contracted with an independent outside firm to review all applications according to the criteria set forth by the Better Breeder Institute. The application fee covers the cost of that third-party service. Additionally, this program is cloud-hosted with digital assets stored securely.

Finally, at year’s end, $5.00 from every application fee is donated to the applicants’ respective National Breed Club’s health foundation. The Better Breeder Institute believes in the importance of breed-specific health research, and the Better Breeder Certification Program is the only breeder of merit program that directly supports ongoing breed health research at the parent club level.

How do I know what test results are required for my breed?

Health test requirements can be found on the AKC Breed Health Testing Requirements webpages. Navigate to the Group, then Breed. (https://www.akc.org/breeder-programs/breed-health-testing-requirements/)

Your Program Deserves to be “Better Breeder Certified.”

The Better Breeder Institute’s mission is to support, educate, and promote purebred conservation dog breeders. As breeders ourselves, we continually see other breeder types qualifying for titles and status designations without them actively pursuing correct breed type, breed-appropriate health testing, and competition & performance success in their breeding programs.

The purpose of the Better Breeder Certification Program is to set a higher standard for what true conservation dog breeders are. The Better Breeder Certified seal will be the mark that discerning puppy buyers demand as they search for the breeder of their future puppy — a puppy that will be a healthy, beautiful representative of its breed.

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Apply Online

Application Fee

$35

Get Your Breeding Program Certified

  • Support Your Breed’s Health Research
  • Exclusive Benefits Package
  • CLICK TO APPLY

Better Breeder Institute Certification does not constitute our recommendation or promotion of a breeder. Please review the Terms and Conditions. The program is administered by an independent agency, according to criteria set forth by the Better Breeder Institute. Due to company principles’ status as AKC-licensed Conformation judges, approved application fees from Collie (Rough & Smooth) or Shetland Sheepdogs breeding programs are donated in their entirety to the respective National Breed Health Foundation.

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If you have questions, please reach out to us.

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The Better Breeder Promise

We endeavor to educate, support, and promote conservation dog breeders who are committed to the preservation & advancement of their breed.  

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