Mission, Vision, and Values

Educating the public is our most important work.

We believe that the puppy mill industry is the largest form of animal cruelty facing companion animals. Animal cruelty is never acceptable. There are hundreds of thousands of dogs facing cruelty and suffering every day of their lives. This is animal cruelty on the largest scale.

Our Mission

Our mission is to raise awareness and educate the public about puppy mills and their connection to puppies sold in pet stores, over the internet, and through other outlets. We educate, facilitate rescue, and advocate for change. Our goal is simple: end puppy mills.

Our Vision

Our vision is that The Puppy Mill Project’s educational programming and community outreach efforts will inform consumers, change perceptions, and reduce the demand for puppies sold in pet stores and over the Internet. Our legislative advocacy will result in fewer retail sales outlets for puppies bred in mills and stricter oversight of puppy mills. These efforts will contribute significantly to putting puppy mills out of business.

Our Values

  • We believe that the puppy mill industry is the largest and most egregious form of animal cruelty facing companion animals.
  • We believe that addressing puppy mill cruelty is essential to alleviating many of the other problems in the animal welfare community, including shelter euthanasia rates, animal abandonment, and owner relinquishment.
  • We believe that the overwhelming majority of people do not want to support puppy mills, and that people want to make responsible decisions and will make better choices when they are educated.
  • We believe that eliminating consumer demand is the key to ending puppy mills because once the demand for commercially-bred puppies decreases, it will eliminate the sales outlet.
  • We believe that effectively addressing puppy mill cruelty requires a multifaceted approach of educational programming, public outreach, and changes in local, state, and federal legislation. We do not believe that any one approach is sufficient.
  • We believe that companion animals occupy a distinct place in our society and should not be viewed in the same manner as livestock.
  • We believe that companion animals should receive their own division for inspection and enforcement under the United States Department of Agriculture and state agriculture departments and should be subject to their own regulatory scheme.
  • We believe that we have an obligation to assist in the rescue, rehabilitation, and re-homing of mill dogs, and make efforts to do so through our rescue fund, Millie’s Mission.