Conscientious Breeding
Celebrating Responsible Breeding Programs
What IS a Conscientious Breeder?
A conscientious breeder is one who puts the lifelong welfare of their dogs — and the integrity of their breeding practices — above convenience, ego, or profit.
Conscientious breeders are proactive, transparent, and deeply committed to doing right by their dogs and puppy buyers. They recognize that good breeding doesn’t stop at good genetics — it includes planning, placement, education, and support.
Raising the Standard, Together
At Herzog’s Heroes, we understand that no two breeding programs are the same, and we value the unique qualities that make your program special. You, the breeder, are at the heart of your program, and it's your dedication, passion, and care that shape your dogs and their future. Our goal is not to change the essence of what makes your program successful, but to provide educational resources and support to help elevate your breeding practices even further.
We recognize that there are already great breeders out there doing excellent work — but the reality is that far too many dogs still end up in shelters each year. The very best breeders take a proactive role in preventing this by educating, preparing, and supporting their owners, and by ensuring their puppies never end up in shelters. That level of responsibility and planning must become the standard for all breeders — and that’s why this movement matters.
Through the Herzog Conscientious Breeder’s Alliance (HCBA), we’re inviting breeders to take a stand and be part of the solution. By committing to conscientious breeding practices, you help ensure that dogs are not only born into the world with care — but that they are supported, protected, and valued for life.
Clarifying the Language Around Breeders
Why we don’t use the term “ethical breeder”:
The word "ethical" has become a self-proclaimed label with no consistent standard or oversight — and it’s often used as a marketing term rather than a reflection of true accountability. Because our current model uses a self-assessment tool, we’ve chosen the term “conscientious breeder” to reflect a breeder’s ongoing commitment to self-awareness, growth, and responsibility — not a static, self-assigned status.
Similarly, we avoid using derogatory or misleading terms like “backyard breeder,” which are often used to unfairly categorize breeders without context. Instead, we encourage clear, respectful language:
Hobby Breeder: A small-scale breeder who breeds for passion, not profit.
Commercial Breeder: A breeder who operates on a larger scale, often as a business.
Conscientious Breeder: A breeder who aligns with high standards of care, planning, transparency, and lifelong responsibility.
Non-Conscientious Breeder: A breeder who does not meet the minimum expectations of responsible breeding. (We use this term carefully to avoid judgment and instead focus on education and improvement.)
We want to partner with you to help reduce the chances of puppies from any program ending up in shelters, and to continue improving the welfare of dogs everywhere. We know that breeders, like yourself, want to see their dogs thrive in forever homes, and we're here to offer tools, guidance, and resources to help make that happen.
Characteristics of a Conscientious Breeder
These are the qualities that set conscientious breeders apart:
✅ Plans each litter with purpose and health in mind
✅ Screens buyers thoughtfully and supports them long after Go-Home Day
✅ Provides full transparency on health testing and living conditions
✅ Prioritizes structure, socialization, and education
✅ Has a plan for every dog — for life
✅ Embraces feedback, education, and accountability
Be Part of the Solution – Align with the HCBA
The Herzog Conscientious Breeder’s Alliance (HCBA) is a growing network of breeders committed to raising the standard of dog breeding through transparency, education, and lifelong responsibility. The HCBA is not a one-size-fits-all model — it's a collaborative movement built around core values and real-world accountability.
You can begin your HCBA journey by aligning with four foundational tools:
While our full certification program and breeder directory will launch alongside the HCBA app, breeders can start participating and aligning with the program right now by taking three simple steps:
Step 1: Review and commit to the HCBA core documents listed above.
Step 2: Take the self-assessment to evaluate your current practices and areas for growth.
Step 3: Fill out the brief form on this page to confirm your commitment.
Once completed, you’ll:
Be welcomed into our private HCBA Aligned Breeders group, and
Receive a downloadable HCBA Aligned Breeder badge to display on your website or social media.
This badge reflects your alignment with conscientious practices and your commitment to improving the breeding landscape — even before official certification is available.
⚠️ Important Note:
Please note: Until the HCBA Certification Program officially launches, we are not issuing verified certifications. Participation at this stage reflects a breeder’s public commitment to growth and accountability, but does not indicate that they have been formally reviewed or approved by Herzog’s Heroes.
Why Get Involved Now?
Becoming part of the HCBA during its early phase shows you're serious about doing better — and you're willing to lead the way. Aligned Breeders who join early will also be recognized on our website and promotional materials, highlighting their commitment to conscientious practices and their role in shaping the future of responsible breeding.
You'll get:
✅ Early access to tools and updates
✅ A chance to shape the future of responsible breeding
✅ Recognition as an early supporter of breeder reform
Other Ways to Get Involved:
1. Join the Breeder Advisory Committee: Provide feedback on the HCBA Certification Program and directory as it develops.
2. Join the HCBA Facebook Group: Connect with other breeders in our dedicated community space to share ideas and support one another. Join Here.
3. Become a Beta Tester: Be the first to experience the HCBA Certification Program before its official launch and receive certification at no cost (regularly $395).