Alpha, a British brand renowned for its commitment to offering great value, high-quality food for dogs who aren’t afraid to get their paws dirty, is thrilled to announce its official partnership with The National Shooting Show, Yorkshire Event Centre, Harrogate (10-11 May 2025). This partnership underscores Alpha’s dedication to supporting working dogs, breeders and the broader canine community.
Alpha is formulated to provide optimal nutrition for working dogs, ensuring they receive the energy and sustenance required for peak performance. The brand’s philosophy, “Proper food, for proper dogs,” reflects its commitment to delivering high-quality, locally sourced food that dogs love, at a price point their owners love.
The National Shooting Show, a celebration of Britain’s love for shooting and appreciation for gundogs provides an ideal platform for Alpha to engage with working dog owners and breeders. Visitors can look forward to experiencing the quality of Alpha dog food firsthand and learning more about their unwavering commitment to canine health and nutrition.
“We are immensely proud to be an official partner of The National Shooting Show as well as The Game Fair, particularly given our Yorkshire heritage,” said Jonny Dyas, Brand Manager at Alpha. “This partnership allows us to demonstrate our dedication to the working dog community and to showcase our high-quality, British-made pet foods. We believe that all dogs deserve the best nutrition and we are committed to providing products that meet their specific needs.”
Alpha is packed full of everything dogs need and nothing they don’t. They proudly work with trusted trainers and breeders such as Lyndhurst Working Kelpies and Riverggins Gundogs who recognise the importance of feeding high-quality nutrition to their working dogs. The balanced recipes contain the perfect blend of protein, carbs, fats and vitamins to ensure dogs can perform at their best during work and recover well too.
Managing Director of The National Shooting Show and The Game Fair, James Gower comments, “This collaboration is a natural fit, combining our shared commitment to excellence and passion for dogs. Alpha’s dedication to quality in everything they do aligns perfectly with the values of the two events and we’re excited to offer their exceptional products to our audience. This partnership marks the beginning of an exciting chapter and we look forward to working together to create unforgettable experiences for pet lovers and outdoor enthusiasts alike.”
Alpha invites all attendees of The National Shooting Show to visit their stand, where they can learn more about the brand’s products, sustainability initiatives and ongoing support for the working dog community. Tickets for The National Shooting Show can be purchased here.
