The U.S. dog breeding landscape is often discussed as if it were a single, uniform system. In practice, it is composed of multiple distinct groups that operate under different motivations, information, beliefs, and standards.

This presentation dives deeper into the breeder category framework JVR Strategies first introduced during Life of Riley’s virtual conference in October 2025. The framework organizes breeders into several categories and offers one way to describe these groups, helping bring greater clarity and alignment to conversations about the breeding landscape.

Participants will explore the defining characteristics of each breeder category, the variation that exists within them, and how recognizing these distinctions can inform conversations about policy, market engagement, and efforts to improve standards of care. The session will also examine practical strategies for engaging different segments of the breeding landscape.

WEBSITE LINK: https://berwind.zoom.us/meeting/register/jxjAKsgGSO-iFe1SICEKBQ#/registration