AKC’S PET SHOP PRIME

TheDogPress 12|31|09 - PRIME was copyrighted in early 2009 but development must have begun at a time when the fancy had summarily rejected any pet shop deals.  PRIME goes far beyond Petland as it appears to be for all pet shop outlets.  The cost (paid to an outside firm) must have been staggering. 

Our researchers were unable to find any mention of PRIME on the AKC website so the editor called David Roberts, VP in charge of registration.  As in the past, he cordially refused to answer any questions without the approval of AKC President, Dennis Sprung.  We called Mr. Sprung who refused the call.  The editor then emailed 5 simple questions to Sprung and Roberts.  AKC’s non-response is included below.  We can assume that AKC is not one bit happy that we are revealing the pet shop program in its entirety.  Conversely, TheDogPress is not happy about exposing PRIME but our readers expect and deserve the facts.

Insiders can examine the complete AKC program What PRIME Does For Pet Shops & Puppy Mills (be patient, huge file, with images) and how it works.  The software is designed to "manage inventory" (puppy mill puppies) and capture the registration market by point-of-sale registration at time of purchase.  This also adds the buyer's information to AKC's database for marketing power.  A very good business plan.

Insiders will also appreciate the back-story, The New AKC, a letter sent to “valued breeders” announcing special offers, assistance with “registration paperwork and pedigrees of dogs that are currently not registered the AKC”, “breeder education/support at seminars and on-site visits", and other inducements for high volume breeders such as “registration coupons” and assistance “with the DNA costs.”  Show breeders did not receive this letter, the special rates, and unlike HVB, will still find registering non-registered breeding stock difficult.

Contrary to the Delegates vote in 2006, full breeding AKC registration can be purchased at the store.  If not purchased at the time of sale, buyers receive a “Simplified AKC Dog Registration Application” for a flat fee of $29.95 which may be submitted online or by mail.

Customers have 21 days in which to return the puppy and that too is easily handled through the PRIME program.  Gone is the breeder-instilled commitment to a new puppy.  Gone is the traditional breeder support.  The sales-aid return policy can lead to unnecessary stress, mismanage, or abuse of puppies. 

We were unable to determine what happens when a puppy is registered and named at the store.  If returned, does it keep the name “Bowser” or is the next owner allowed to re-name the dog?  Remember, after 200 years, AKC recently announced that new owners can change a dog's name - for a fee.  Are pet shops charged the same fee?  Was the new name-change service an inventive solution for complications of PRIME puppy returns?

Non-registered breeding stock.  “Dogs can also be added to the general inventory by the AKC based on the AKC’s assessment of the dog’s pedigree.”  The store has only to fax pedigrees (plural) for non-AKC dogs and the AKC staff will determine if such dogs are eligible for AKC registration within two business days.  Now that’s service!  Eligible dogs will then be automatically uploaded to the inventory.  More on the implications of registering non-AKC litters later.

The puppy’s microchip number and/or store number can also be added.  It appears that microchips are inserted at the puppy mill facilities at a very young age.  That way there’s no need to keep puppies in litter lots while they are trucked across country.  Properly inserted microchips make it possible to I.D. breed and ascertain pedigrees from mass-breeding operations.

The buyer’s information is entered into PRIME online, including website if any, all of which provides a permanent record of who bought what, including the transaction amount which was previously unknown to AKC... We assume the buyer's private info is adequately protected and not shared with any other agencies.

Following a phone call, opportunity to justify or further explain PRIME was offered to the AKC President and the Registration Dept. Vice President as follows:

We would prefer to include a response from AKC along with information on the program.  Everyone is painfully aware of the drop in registration income and speaking for myself and our readers, we want AKC to continue as the nation’s number one registry.  We can report the news but providing rationale for the program would be better done by your offices.

1.  Was PRIME developed before or after the Petland contract fell through?

2.  Is it currently in effect?

3.  Is the software or service available for show breeders?

4.  Can any HVB or pet shop access and use it?

5. Where is the PRIME program published on the AKC website?

We received this emailed response from David Roberts, Monday, 12/28/09

Barbara;

Your questions refer to an internal business matter.  Because of the competitive nature of our business, we are unable to provide you with confidential information regarding this, or any other business process.

Sincerely,

David Roberts

VP Registration Services

American Kennel Club

The Dog Press understands that the American Kennel Club has always registered puppy mill puppies, and why that must be so.  We do not however, accept the purported AKC financial crisis as an excuse for actively seeking to corner the High Volume Breeders market.  If AKC were to do as many other large corporations have done, i.e. cut their Presidential Salaries, stop discounting to puppy mills while raising fees for show breeders and clubs, and most of all, promote the concept of buying a well-bred purebred from a show breeder, the American Kennel Club could continue to show a very profitable bottom line.

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