Several months after joining, Crufts convinced Spratt to hire a new boy to work in the shop to free himself up to solicit orders for the dog biscuits from gamekeepers, promoters of dog shows and the like. He saw a connection between improved feeding and purebred dogs, and so supported the foundation of canine societies. As part of this new role, he was expected to have attended the "Grand National Exhibitions of Sporting and other Dogs" at The Crystal Palace, London, annually between 1870 and 1872. These early shows were unsuccessful financially and were not continued. Whilst at Spratt's, Cruft gradually rose to the role of general manager, after being head of their Show Department for several years. At the age of 26, some twelve years after leaving the jewellery business, Cruft was made office manager. The Spratt's dog biscuits became the forerunner of the modern dry dog food, and under Cruft's work the company went from a single small shop to the British leader in these types of products.