In the News

Green Bay, WI – April 22, 2026 – Carnivore Meat Company, a leader in premium raw frozen and freeze-dried pet nutrition and parent company of Vital Essentials, today announced the appointment of Lindsay Meyers as Vice President of Technical Services. A respected leader in the pet food industry, Meyers brings more than a decade of experience in minimally processed pet nutrition, spanning quality, food safety, regulatory compliance, and product innovation.

In her new role, Meyers will lead the company’s technical services organization, overseeing food safety, quality assurance, nutrition, formulation, and compliance. Her appointment reflects Carnivore Meat Company’s continued investment in advancing product integrity and nutritional excellence as the raw pet food category evolves.

“Lindsay’s appointment represents an important step forward in our commitment to delivering the highest standards of quality and nutrition,” said Heather Govea, CEO of Carnivore Meat Company. “As the category continues to grow and face increased scrutiny, we are intentionally raising the bar and investing in the expertise needed to lead with confidence. Lindsay will play a key role in advancing our technical capabilities and supporting our retail and private label partners.”

Meyers joins Carnivore Meat Company from Primal Pet Foods, where she most recently served as Vice President of Quality, Nutrition, and Compliance. Throughout her career, she has led cross-functional teams across multiple manufacturing facilities and played an instrumental role in strengthening food safety systems, regulatory processes, and product development initiatives. Her professional journey began in veterinary medicine and later expanded into sales and technical leadership, providing her with a unique perspective on the needs of retailers, partners, and pet parents.

“Dogs and cats have always been at the center of my career, first in veterinary medicine and then in pet food,” said Meyers. “Carnivore Meat Company has long stood out for its innovation and longevity in the minimally processed nutrition space. After visiting the Green Bay facilities and getting to know the team, it was clear that the passion and pride behind the brand are truly special. I am excited to support and empower our talented technical teams as we continue to advance food safety, optimize nutrition, and deliver products that retailers and pet parents can trust.”

Meyers’ leadership will further strengthen collaboration with independent pet retailers, distributors, and private label partners by enhancing transparency and providing education around the complexities of producing minimally processed pet food. Her appointment also underscores the company’s proactive approach to continuous improvement, ensuring that Carnivore Meat Company remains at the forefront of innovation and excellence within the raw nutrition category. 

About Carnivore Meat Company 

Carnivore Meat Company is an award-winning leader in premium raw frozen and freeze-dried pet food and treats. Based in Green Bay, Wisconsin, the company is widely recognized as a pioneer in raw pet nutrition and owns and operates the largest freeze-dried manufacturing facility for pet food in North America. The company's freeze-dried division also supplies private label, co-packing, and ingredient solutions to customers worldwide. Its rapidly growing brand, Vital Essentials®, is distributed through more than 7,000 U.S. retailers, 14 international markets, and online. Carnivore Meat Company has earned numerous accolades for growth and manufacturing excellence, including the Greater Green Bay Chamber Growth Award, Wisconsin Manufacturer of the Year Award, Governor's Export Achievement Award, Greater Green Bay Chamber Manufacturing Award of Distinction, and six consecutive placements on the Inc. 5000 list of America's Fastest-Growing Private Companies. Learn more at CarnivoreMeat.com.

Vital Essentials, the flagship brand of Carnivore Meat Company and a trusted leader in raw pet nutrition, will arrive at Global Pet Expo 2026 with its most ambitious brand moment to date. The company will introduce Protein Powered Vitality, a new creative platform designed to reinforce the brand’s foundational belief that exceptional pet nutrition starts with what’s in the bowl: meat, organs, and bone. The campaign brings that philosophy to life through a bold, ingredient-first message that reflects what has always set Vital Essentials apart: simple, whole-animal protein without fillers or unnecessary additives.

Throughout the show, the Vital Essentials team will engage in conversations around the evolving raw nutrition category. With gently cooked and air-dried products gaining traction, understanding how processing methods affect nutritional integrity has become increasingly important for both retailers and pet parents. At the booth, the team will walk attendees through the role processing plays in nutrient retention and why Vital Essentials’ freeze-dried approach preserves the protein, vitamins, and natural benefits pets are designed to thrive on.

A key product debut at the show will be Crunchy Micro Nibs for Cats, a new format created specifically for feline feeding habits. The product introduces smaller, protein-rich freeze-dried bites designed to deliver variety and balanced nutrition without sacrificing ingredient quality. Crunchy Micro Nibs will launch new novel protein blends in a 12 oz. format, with select varieties available in 25 oz. bags for multi-cat households.

Vital Essentials will also highlight a strong lineup of product innovation. This includes expanded 3 lb. bag formats of customer-favorite recipes, giving multi-pet households and frequent feeders a more convenient and economical option. The brand is introducing four new additions to its RAW Bar lineup: Chicken Necks, Turkey Hearts, Silver Carp, and Beef Tendon. Quail Soft Nibs will expand as a Neighborhood Pet exclusive, reinforcing Vital Essential’s continued commitment to supporting independent pet retailers.

Attendees are invited to visit Vital Essentials at booth #458 during Global Pet Expo to learn more about the brand’s latest innovations, retail opportunities, and the evolving role of raw nutrition in the modern pet food category.

November 3, 2025

Vital Essentials, the flagship brand of Carnivore Meat Company and a trusted leader in raw pet nutrition, announced its launch into Hollywood Feed locations across the U.S.

Beginning this month, pet parents can now find Vital Essentials’ complete line of freeze-dried raw dog and cat food – including patties and mini nibs – at all 174 Hollywood Feed stores nationwide. The brand’s frozen raw line will follow shortly after, arriving in 30 pilot stores across Ohio and Kentucky by mid-November.

The partnership represents a strategic expansion for Vital Essentials within the specialty pet channel. Hollywood Feed, one of the nation’s fastest-growing pet retailers known for exceptional service and education, provides an ideal opportunity for Vital Essentials to reach more families while staying true to its neighborhood pet roots.

“Hollywood Feed has built an incredible reputation for trust and expertise within the communities it serves,” said Heather Govea, CEO of Carnivore Meat Company. “This marks the start of a long-term partnership that strengthens our commitment to neighborhood pet retail, bringing Vital Essentials to more families and helping pet parents experience the benefits of raw nutrition for years to come.”

As part of the launch, Hollywood Feed stores will feature in-store merchandising – including custom T- shirts, headers, shelf talkers and aisle violators – to highlight Vital Essentials’ freeze-dried and frozen offerings. Select stores will also feature dedicated freezers to showcase the frozen Butcher Cut Protein line, making it even easier for pet parents to explore the full range of products.

“We’re proud to partner with Vital Essentials, a brand that shares our commitment to quality nutrition and trusted pet care,” added Shawn McGhee, founder and president of Hollywood Feed. “Our customers rely on us for products they can feel good about feeding their pets, and this partnership allows us to continue delivering exceptional value and nutrition to the communities we serve.”

Leaders in the freeze-dried pet food category continue to gain momentum as pet owners prioritize high-quality nutrition, transparency, and convenience.

Rachel D’Agostino of BIXBI Pet stepped into the CEO role and implemented a major brand and business transition. She noted, “We took the time to rethink positioning, refresh our packaging, and make sure our story was coming through consistently across every touchpoint.”

And that story is critical. “Pet parents trust us. That’s the foundation of everything,” said D’Agostino. “They know exactly what they’re getting with BIXBI Pet. Real meat, clean products, and a level of testing and quality standards that goes beyond what’s typical in the category. That transparency matters.”

“In terms of excitement, our freeze-dried products continue to stand out,” she said. “They offer the benefits of raw feeding in a way that feels approachable and convenient. And with innovations like ProteinBlend, we’re bridging the gap between traditional kibble and whole food nutrition, which is where we’re seeing a lot of momentum.”

D’Agostino discussed where she saw the category moving. “I see freeze-dried becoming more mainstream as more pet parents look for minimally processed, whole food options. The barrier has traditionally been accessibility, whether that’s price, format, or understanding. That’s starting to shift.”

McLovin’s Pet has gained distribution in more than 4,000 doors in national and regional retailers across the US this last year. Jack Brettell, Vice President of Sales for McLovin’s Pet, revealed what makes the company unique. “What makes McLovin’s stand out in the freeze-dried category is our ability to deliver a high-quality meal for pets at an affordable price. Many shoppers are reluctant to trade up into the category due to price barriers. However, we were able to lower that barrier and allow shoppers to feed their pets with nutritious and palatable freeze-dried meals at an affordable price.”

He continued, “Pet owners love our meals for dogs and cats. Not only are they made with premium ingredients, but they are also almost 50 percent less than many competitors in the market.”

Brettell sees the category becoming more accessible. He noted, “Freeze-dried premium pet foods will become more affordable for the everyday shopper as the technology used for freeze-drying becomes more advanced and automated. We are already seeing freeze-dried pet foods showing up on shelves in grocery and mass retailers across the US.”

Vital Essentials has been leading the way in helping pet owners understand their choices in pet food. CEO Heather Govea stated, “With so many options available, it can be difficult to understand what truly fuels their pets, especially as cost has become a more important consideration. Over the past year, we focused on simplifying that conversation and listening closely to what pet parents are asking for. Many are looking to improve their pet’s nutrition, but do not want to completely change their routine or take on something that feels out of reach financially. We worked to meet them in a more practical way through accessible formats such as larger bag sizes and easier-to-open packaging, along with flexible options like Soft Nibs that can be used as a mixer or topper.”

Vital Essentials reinforces that small changes can have a meaningful impact. “Helping pet parents understand that adding about 20 percent of their bowl with nutrient-dense, whole-animal protein can support their pet’s health without overcomplicating feeding gives them confidence in what they are providing,” said Govea.

Govea elaborated on how pet owners appreciate the simplicity and transparency in their products. “Recipes made with up to 99 percent meat, organs and bone make it easy to understand exactly what they are feeding without second-guessing the ingredient list.”

“While simplicity and nutrition remain at the center of our approach, we are equally focused on making raw feeding more accessible. We continue to expand flexible feeding options, introduce larger pack sizes, and support retailers at the shelf to make it easier for pet parents to adopt. At the same time, we are bringing in new, novel proteins like our Quail Soft Nibs, now a Neighborhood Pet exclusive, and our Silver Carp Filet RAW Bar, offering more ways to make high-quality, raw nutrition feel practical for everyday routines.”

Green Bay, WI – August 12, 2025– Carnivore Meat Company®, the award-winning manufacturer behind premium raw pet food brand Vital Essentials®, has once again been named to the prestigious Inc. 5000 list, marking its sixth consecutive year among the fastest-growing private companies in the U.S. The company’s recognition is driven by sustained growth trajectory, continued retail expansion, and product innovation that’s modernizing the raw pet nutrition category.

“We're incredibly proud to be recognized for the sixth consecutive year by Inc. 5000," said Heather Govea, CEO of Carnivore Meat Company. "This honor reflects our team's relentless commitment to democratizing raw feeding and helping pet parents discover the transformative benefits of raw nutrition for their pets."

Operating the largest freeze-dried manufacturing facility for pet food in the United States, Carnivore Meat Company combines scale with quality to meet growing demand for raw nutrition nationwide. Supporting this growth trajectory, the company has significantly expanded its team over the past year, bringing on board seasoned pet industry veterans and technical experts to drive continued innovation and market expansion.

Carnivore Meat Company’s sustained growth is fueled by ongoing investment in raw innovation—from category-leading freeze-dried and frozen foods to packaging, tools, and education that help pet parents feed raw with confidence. As the parent company of Vital Essentials, Carnivore Meat Company launched its new Soft Nibs line and AI-powered Nutrition Calculator at Global Pet Expo in March, and is unveiling reimagined frozen single-serve patties and RAW Bar packaging transformations at SuperZoo 2025. These efforts underscore the company's mission to help pet parents see transformative benefits in their pets' health by incorporating as little as 20% raw protein into their diets.

Carnivore Meat Company products are available through more than 7,000 retailers across the U.S., in 14 international markets, and online, with continued focus on supporting neighborhood pet retailers and e-commerce partners. As the company expands, it remains committed to delivering high-quality, minimally processed pet food backed by responsible sourcing and industry-leading standards.

For information on Carnivore Meat Company and its brands, visit carnivoremeat.com.

About Carnivore Meat Company

Carnivore Meat Company is an award-winning leader in premium raw frozen and freeze-dried pet food and treats. Based in Green Bay, Wisconsin, the company is widely recognized as a pioneer in raw pet nutrition and owns and operates the largest freeze-dried manufacturing facility for pet food in North

America. The company's freeze-dried division also supplies private label, co-packing, and ingredient solutions to customers worldwide. Its rapidly growing brand, Vital Essentials®, is distributed through more than 7,000 U.S. retailers, 14 international markets, and online. Carnivore Meat Company has earned numerous accolades for growth and manufacturing excellence, including the Greater Green Bay Chamber Growth Award, Wisconsin Manufacturer of the Year Award, Governor's Export Achievement Award, Greater Green Bay Chamber Manufacturing Award of Distinction, and six consecutive placements on the Inc. 5000 list of America's Fastest-Growing Private Companies. Learn more at CarnivoreMeat.com.

Carnivore Meat Company was listed in Inc 5000's list of fastest growing private companies for 5th year in a row...

The amount of shelf space devoted to pet food continue to expand as do the online, direct-to-consumer options. Heather Govea wants to make the choice clearer and cleaner through her Vital Essentials brand.

December 11, 2025:

Carnivore Meat Company is releasing 3-pound bags of its Vital Essentials freeze-dried pet food through VitalEssentials.com, Amazon, Chewy and independent retailers.

The larger package size will be available in Crunchy Mini Nibs in turkey entrée and beef entrée varieties, and Soft Nibs in lamb and whitefish entrée and beef and salmon entrée varieties. The company said the format offers lower per-feeding costs for multi-dog households and large breed owners.

December 11, 2025:

'Tis the season to shop! If there's one thing we know best, it's scoping out the hottest gift items of the season. Every year, our editors spend months sampling, testing, trying on, and sifting through thousands of products.

These are the items we cannot stop talking about, from the cutest stocking stuffers to the most luxe buys for the VIPs on your list. Whether you're shopping on a budget or are looking for a splurge, you will find it in this vast mix. Here are our top picks for the holidays, sure to bring a smile to anyone's face!