Pedigree Drive raises the bar

In a reception to politicians in Portcullis House, Pedigree recently revealed that the first phase of The Pedigree Adoption Drive 2009, where a 2p donation to the campaign was given for every Pedigree product sold between 1st January and 28th February, has raised a fantastic £447,154.00 for dog rehoming. Pedigree has set itself an ambitious target to reach £600,000 for this crucial cause through The Pedigree Adoption Drive and called on the Government to take note of the growing problem of the dog abandonment.

Mark Johnson, Mars Petcare MD told politicians “It is estimated that there are 100,000 abandoned or stray dogs in the UK every year. The Pedigree Adoption Drive was launched in 2008 to raise money for, and highlight the plight of these dogs. Pedigree understands that dog abandonment is a big problem that won’t be solved overnight, but is dedicated to helping dogs in need. In the second year of the campaign, Pedigree aims to beat its 2008 total by raising £600,000 to help charities continue their excellent work well into 2009.”

Jane Kennedy MP, Minister of State for the Department of Environment, Food and Rural Affairs, and Elliot Morley MP, Vice Chair of the Associate Parliamentary Group for Animal Welfare, addressed the reception highlighting the need to raise awareness of dog abandonment and promote responsible pet ownership more widely.

At the beginning of March, Pedigree launched the Dog Tag Team, the UK’s first sponsored dog walking relay from Land’s End to John O’Groats. Currently underway, the Dog Tag Team will help to raise awareness of the issue of dog abandonment throughout the country, and all money raised through sponsorship will go towards the £600,000 target.

The money raised will make a real difference, as Duncan Green, President of the Association of Dog and Cat Homes commented “The 150 centres that were recipients of The Pedigree Adoption Drive 2008 significantly benefited from the money raised and it has allowed some of the smaller centres, many of which are totally reliant on public subscription, to continue operating.”

For more information visit The Pedigree Adoption Drive website - www.pedigreeadoptiondrive.com.

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