By the time Cruft turned 30 in 1882, Spratts had been sold to Edward Wylan who in turn promoted Charles first to "Chief Traveller", and then to general manager. Under Crufts guidance, the company diversified its product base and expanded into game bird and poultry food markets, as well as producing a range of accessories for cats and dogs. Cruft himself became secretary of the Toy Spaniel Club and the Pug Dog Club. He was also involved in clubs which promoted the Saint Bernard and Borzoi breeds.