James Middleton has taken to Crufts as the dog lover met visitors and furry friends during the prestigious event.
The Princess of Wales's brother spent time at the Medical Detection Dogs' (MDD) stand, being seen squatting down and making a fuss of the pups on show.
Taking to Instagram, the MDD wrote: "It was lovely to have James Middleton from Ella.co on our Crufts stand today!
"He chatted to visitors as if he was one of the team about our work and our dogs, met some clients and even took part in one of our demos."
James headed to Crufts as the dog lover met visitors and furry friends | INSTAGRAM/JMIDYTRENDING
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Crufts has seen thousands of pet owners with their dogs take to the four-day event in Birmingham.
GB News National Reporter Jack Carson has hung out with a group of adorable gun-dog trainers at the established event.
Speaking to trainer Claudia Atkinson, she told Jack about the training she does with the dogs: "We do a lot of shooting up in the north, and we couldn't run those shoot days without our dogs. It would be impossible.
"The beat line is so important, the picking up team is so important to be able to keep those really great British traditions going, you know."
James posed with several dogs and their owners
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Claudia Winkleman hosted day one of the event, describing how much fun she was having, saying: "I quite liked my wedding, this is better."
The first day of the show saw her join in with the Southern Golden Retriever Display Team as they rehearsed a choreographed routine.
Ms Winkleman described it as "the best day of my life" at the world's best dog show.
Britain's Got Talent presenter Amanda Holden also spoke to Ms Winkleman at the event.
The Princess of Wales's brother is well-known for being a dog lover
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As the Traitors host mentioned that she gives her dog, Skip, a "French kiss", Ms Holden countered: "I bathe with my dog".
The event is scheduled to conclude on March 8, with the final day's running wrapping up in the evening.
For National Golden Retriever Day, James shared a heartfelt image of his golden retriever, Isla, on social media.
The Princess of Wales's brother posted the image on his social media account for his dog food and lifestyle company, Ella & James.
The four-day event is being held in Birmingham
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The brand is named in honour of James's late dog Ella, a dog he claims "saved his life."
The social media post read: "Happy National Golden Retriever Day today I'm celebrating this incredible breed, and their roles not only as wonderful family pets, but as service and therapy dogs too.
"Did you know? Golden Retrievers originated in Scotland, which is, of course, the namesake of Isla here."
The image showed Isla sitting on a rug in a sand-shaded colour.
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