In the News

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.”

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.

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...

Vital Essentials is a featured winner in the 2023 Pet Innovation Awards for Dog Treat Alternative Product of The Year...

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