They breed to improve the breed.  Not simply to make money.  They nearly always belong to a breed club and are active in showing their dogs.  The are willing and eager to spend time with you, explaining, teaching and advising you about their breed.

They will be happy to show you their dogs and facilities.  They will screen you carefully to ensure your suitability. They sell only healthy stock, fully vetted and guaranteed for a reasonable length of time after the sale.

  They test their dogs for hereditary defects.  They probably are involved on some level in breed rescue work.  They stay in touch with you to see how you're getting along with your new dog.  They do not sell puppies to pet stores, brokers, dog retailers, dog wholesalers and unethical dog breeders.  They ensure that the breed does not contribute to the pet overpopulation problem by requiring that all pet quality puppies be spayed or neutered as a  condition of placement and sale