NEW YORK - A golden retriever who became a celebrity after recovering bodies in the rubble of the World Trade Center was honored at a memorial service a month after he died at age 12.

Several dozen people and dogs attended Sunday's ceremony for Bear, who led last year's Columbus Day parade and made the Guinness Book of Records as "the most celebrated dog in the world."

His human partner, Scott Shields, said that while he did not cry pulling friends from the rubble of the trade center on Sept. 11, 2001, "I cried when Bear died."

Controversy erupted when a pet insurance company, Veterinary Pet Insurance, denied Bear a policy on the grounds that his ailments - including arthritis and cancer - weren't incurred in recovery work at the trade center site.

The company later reversed itself and agreed to provide medical coverage to Bear.

At the ceremony beside the Intrepid Sea-Air-Space Museum, "Ave Maria" and taps were performed. Bear, who worked for Marine Safety Service, a private security firm, died Sept. 23.

The ceremony also honored Dr. Jennifer Chaitman, Bear's veterinarian, and Tony Wladyka, a lawyer who was instrumental in setting up the Bear Search and Rescue Foundation, which funds medical needs of search and rescue dogs.