In 1878, whilst still working for Spratt's, Cruft travelled across Europe to expand the biscuit business. Whilst in France, he was invited to run the dog show at the third World's Fair whilst he was there promoting Spratt's dog cake, known as the Exposition Universelle. Further offers to run shows came in for Cruft, including an offer to become Secretary of the Dutch Kennel Club, and an offer to run the livestock section of the Brussels and Antwerp International Exhibitions. He took up job offers to run the shows for the Scottish Kennel Club, and became manager of the poultry section of the shows of the Royal Agricultural Society. He also co-founded and became club secretary of the Schipperke Club of Brussels.