In the News

Green Bay, WI – September 8, 2025 – Vital Essentials®, the flagship brand of Carnivore Meat Company and trusted leader in raw pet nutrition, announced its launch into Pet Supplies Plus locations across the U.S. Beginning this month, pet parents can now find a comprehensive selection of Vital Essentials’ freeze-dried raw dog and cat food and treats at more than 725 neighborhood stores nationwide, as well as on the Pet Supplies Plus website.

The partnership represents a strategic expansion for Vital Essentials, which has long been recognized for its close relationships with independent and specialty pet retailers. Pet Supplies Plus, a leading pet retailer known for being a staple within the communities it serves and having friendly, knowledgeable staff, provides an ideal opportunity for Vital Essentials to reach more families while staying true to its neighborhood pet roots.

“Vital Essentials was built alongside indie retailers and neighborhood pet, so expanding into Pet Supplies Plus feels like an evolution that honors our foundation,” said Heather Govea, CEO of Carnivore Meat Company. “This partnership means more families will have easier access to raw nutrition while we continue building on the trust and loyalty that started in specialty retail.”

A range of raw protein formats will be available in freeze-dried raw including Crunchy Nibs, Soft Nibs, and Patties, giving pet parents variety and flexibility as they look to increase their pets’ protein intake.

“Providing pet parents with everything they need for their furry, scaly or feathery friends will always be our number one priority, and this partnership with Vital Essentials further enables us to do that,” shared Chris Rowland, CEO of Pet Supplies Plus. “Now we are offering another premium option for our neighbors that will support the health and well-being of pets in our communities.”

With this expansion, Vital Essentials continues its mission to democratize raw feeding and help pet parents see transformative health benefits by incorporating as little as 20% raw protein into their pets' diets. For more information on Vital Essentials products and to find a retailer near you, visit VitalEssentials.com.

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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.

About Pet Supplies Plus
Your neighborhood Pet Supplies Plus has everything you need for your furry, scaly and feathery friends. Its shelves are stocked with pet essentials, including a wide selection of over 11,000 products from 400 brands. Easily find all their favorites at prices you love, whether you shop in store or online using free curbside pickup, same-day delivery or Autoship. To help keep your pets happy and healthy, pet prescriptions can be filled online and delivered directly to your door. As the nation’s largest pet retail franchise with over 725 locations and counting, Pet Supplies Plus makes shopping local simple. For more information, visit www.petsuppliesplus.com.

Green Bay, WI – June 11, 2025 – Carnivore Meat Company®, a leading manufacturer of premium-quality, raw frozen and freeze-dried pet food and treats, today announced the appointment of Dan Horner as Chief Revenue Officer. Horner will lead the company’s revenue growth strategy, focusing on building strong retail partnerships and driving commercial initiatives across the neighborhood pet channel and emerging markets.

Horner brings 35 years of experience in the pet industry, having held senior sales leadership roles at major brands including Freshpet, Pet Honesty and Purina. After spending decades dedicated to building successful partnerships in the neighborhood pet channel, Horner is known for his ability to accelerate commercial strategies in high-growth, emerging categories.

“Dan is an incredible addition to the deep talent bench we’ve built in our executive leadership,” said Heather Govea, CEO of Carnivore Meat Company. “His impressive track record of pioneering growth in the alternative feeding category and partnering closely with retailers will further drive the growth we are experiencing with customers in neighborhood pet, international & private label.”

“I’m looking forward to working with the Carnivore team and building on the great momentum they’ve created,” said Dan Horner, Chief Revenue Officer of Carnivore Meat Company. “Together, we will further our mission of making premium raw pet food more accessible to pet parents.”

For more information, visit carnivoremeat.com.

About Carnivore Meat Company

Carnivore Meat Company is an award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats. Long considered a raw pet food pioneer, the company's freeze-dried products division supplies private label, co-packing, and ingredients to customers globally. The company's rapidly growing brands in Green Bay, Wisconsin, include Vital Essentials® and VE RAW BAR, distributed to more than 7,000 retailers nationwide, in 14 international markets, and online. Carnivore Meat Company has been recognized for its growth accomplishments and manufacturing excellence with several awards in recent years, 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 Inc 5000 Fastest Growing Private Companies. Visit the Carnivore Meat Company website at carnivoremeat.com.

New Soft-Texture Product for Dogs and Cats Delivers 10 Premium Protein Options, Versatile Feeding Formats for Even the Pickiest Eaters

Green Bay, WI – May 12, 2025 – Vital Essentials®, the flagship brand of Carnivore Meat Company, has launched its latest highly anticipated pet food innovation, Soft Nibs. Building off the success of the company’s Crunchy Nibs product, Soft Nibs features a soft texture, enticing aromas and can be crumbled and rehydrated to provide a moisture boost, making it easy for picky eaters or pets with sensitive teeth to enjoy.

The expansive launch delivers unprecedented protein diversity with 10 new varieties – five each for dogs and cats. Dog formulations include Beef, Beef & Salmon, Duck, Lamb & Whitefish, and Pork, while cat options feature Beef & Chicken, Chicken, Duck, Pork, and Turkey. Most notably, Vital Essentials debuts its first-ever fish-protein blends and pork formulation for dogs, significantly expanding nutritional options for pets with specific dietary preferences.

"Vital Essentials continues our mission to make raw feeding simple and approachable, delivering transformative health benefits for pets," said Heather Govea, CEO of Carnivore Meat Company. "With Soft Nibs joining our Butcher Cut Protein line, pet parents now have complete texture options – both crunchy and soft – providing unmatched mealtime variety."

In 2025, Vital Essentials is reinforcing the importance of making small changes in pet diets to achieve significant health benefits. The brand is encouraging pet parents to start by incorporating just 20% raw Butcher Cut Protein into their pets' meals, a simple shift that is scientifically shown to support energy, skin and coat health, digestion, and overall vitality.

To provide personalized recommendations to pet parents, Vital Essentials has launched an innovative AI-powered Nutrition Calculator on its website. Pet parents answer just eight questions about their pets' health goals and current diet—taking only about three minutes to complete. The calculator uses advanced AI technology to analyze photos of current pet food packaging and automatically extract nutritional data, providing customized recommendations for incorporating more raw protein into their pet's diet, with the ultimate goal of adding at least 20% raw Butcher Cut Protein.

Soft Nibs is now available on Amazon, Chewy, and neighborhood pet stores. Complete nutritional information and feeding resources available at vitalessentials.com.

About Carnivore Meat Company

Carnivore Meat Company is an award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats. Long considered a raw pet food pioneer, the company's freeze-dried products division supplies private label, co-packing, and ingredients to customers globally. The company's rapidly growing brands in Green Bay, Wisconsin, include Vital Essentials® and VE RAW BAR, distributed to more than 7,000 retailers nationwide, in 14 international markets, and online. Carnivore Meat Company has been recognized for its growth accomplishments and manufacturing excellence with several awards in recent years, 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 Inc 5000 Fastest Growing Private Companies. Visit the Carnivore Meat Company website at carnivoremeat.com.

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...

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