In the News

The Butcher Cut Protein brand also introduces a groundbreaking retail partnership with KONG

Green Bay, WI, March 20, 2024—Vital Essentials®, the flagship brand of the Carnivore Meat Company, will return to Global Pet Expo 2024 in Orlando, Florida, from March 20-22 at booth #454. The raw pet food pioneer will unveil its first-ever high-quality Frozen Bulk Dog Patties as well as introduce its newest Raw Bar innovation, Freeze-Dried Raw Bar Quail Snacks, to retailers and consumers at the event.

To meet the demand of the majority of consumers who gravitate toward larger, bulk packaging for frozen dog food, Vital Essentials introduces its new Bulk Frozen Dog Food options – available in its top three selling proteins – to deliver the high-quality and convenient solutions that retailers and their customers desire. Additionally, they are unveiling Freeze-Dried Raw Bar Quail Snacks that will be sold to retail in packs of 20 units, offering nutritional benefits for dogs’ health and vitality, packed with high-quality protein, B vitamins to support skin health, and Omega-3 fatty acids.

“With decades of experience in the meat industry, we pride ourselves on sourcing the highest quality raw Butcher Cut Protein,” says Nick Ebert, Chief Commercial Officer at Vital Essentials. “Whether freeze-dried or frozen, a raw diet is only as good as the quality of the protein you feed your pet. That’s why you won’t find any grains or fillers in Vital Essentials. Just whole animal protein for the essential nutrients and enzymes pets need to live vital lives.”

To further exemplify its commitment to leveling up a dog’s nutrition and wellbeing, Vital Essentials will offer Global Pet Expo attendees a first look at its new groundbreaking partnership with KONG. The alliance brings together Vital Essentials’ expertise in premium freeze-dried pet foods with KONG’s iconic durable toys, offering uncompromising pet owners a powerful combination to level up their dog’s food & playtime, exclusively available this spring at independent pet retail partners across the country. The limited supply display will feature six units of exclusive product bundles with an offer that includes a Vital Essentials 14 oz Freeze-Dried Raw Beef Mini-Nibs Dog Food and get a FREE Medium KONG Toy (suggested MSRP $13.00-15.99) or large KONG Classic Toy (suggested MSRP $15.99-$17.99).

In addition to offering an in-depth look, sampling, and ordering opportunities of its Butcher Cut Protein at Global Pet Expo, Vital Essentials is proud to host live demos of its frozen dog food patties to illustrate the freshness of its food. In the demonstration, attendees will witness a side-by-side comparison of Vital Essentials’ raw frozen patties to its competitors to compare the color and freshness that sets Vital Essentials above the rest. This includes the myoglobin (sometimes referenced as blood) that represents its nutrient-dense, whole animal protein. The events will illustrate the rigorous standards in sourcing and production that go into every package and the impossibly high standards set in all Vital Essentials Butcher Cut Protein.

Global Pet Expo attendees are invited to meet the Vital Essentials team at booth #454 to discover the difference in Butcher Cut Protein. For more information about Vital Essentials, please visit 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.  

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Media Contact at Vital Essentials

Brianna M. Gillard

FACTEUR PR

vitalessentials@facteurpr.com

The partnership introduces a limited edition bundle, combining Vital Essentials® Freeze-Dried Raw Beef Mini Nibs Dog Food and a FREE KONG Classic Toy

Green Bay, WI, March 20, 2024 –  In a groundbreaking collaboration, Vital Essentials® & KONG have announced a partnership that redefines the standards of pet wellness and entertainment. This alliance brings together Vital Essentials’ expertise in premium freeze-dried pet foods with KONG’s iconic durable toys, offering uncompromising pet owners a powerful combination to level up their dog’s food & playtime, exclusively available at independent pet retail partners across the country. 

“This partnership marks a significant milestone for Vital Essentials, giving us a unique opportunity to expand our presence and enhance our offerings within independent retailers nationwide,” says Nick Ebert, Chief Commercial Officer at Carnivore Meat Company.” We are excited to join forces with KONG, as we both prioritize innovation and superior quality in our products. Our collaboration further underscores the Vital Essentials’ mission of bringing premium raw Butcher Cut Protein made from whole animal protein to new markets, which will ultimately help pet owners level up their dogs’ wellness and playtime.”

Independent retailers are invited to level up their customer experience with Vital Essentials and KONG through a limited edition co-branded display featuring six units of the exclusive product bundle, which includes a Vital Essentials 14 oz. bag of Freeze-Dried Raw Beef Entree Mini Nibs Dog Food and a medium KONG classic Toy (suggested MSRP $13.99-$15.99) or large KONG Classic Toy (suggested MSRP $15.99-$17.99). Global Pet Expo 2024 attendees can get the exclusive first look at the Vital Essentials x KONG partnership at booth #454 and place their display tray orders between March 20-22, 2024.

“Dogs need to play, and in order to play well, they need the appropriate fuel to energize their playtimes," said KONG Trainer, Sandy Howle. “Quality dog food and dog toys make for the best playtimes, and this partnership with Vital Essentials and KONG will help dog owners support their pets and help them live a happier and healthier life.”

Vital Essentials has been a pioneer in the raw freeze-dried and frozen pet foods category since 2009. Its vast variety of Butcher Cut Protein dog and cat food, treats, meal toppers, and snacks are purely raw, ensuring that pets are provided the highest quality whole animal protein available, supporting energetic playtimes; healthier & shinier coats; lean, strong muscles; digestive and oral health; and immune system & heart health. Vital Essentials is on a mission to provide all dog and cat owners with an avenue to purchase high-quality, premium Butcher Cut Protein for their pets.

For retailers interested in purchasing the limited edition bundle, call 1-800-743-0322 or contact your distributor. For more information about Vital Essentials, please visit vitalessentials.com. For more information about KONG, please visit kongcompany.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.  

About KONG

KONG has been innovating since 1976 to enrich the lives of pets with the highest quality pet toys and treats. The KONG product line provides mental and physical stimulation through encouraging play, appropriate chewing habits, and controlled feeding to help ensure pets are at their happiest and healthiest at every life stage.

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Media Contact at Vital Essentials

Brianna M. Gillard

FACTEUR PR

vitalessentials@facteurpr.com

 
Media Contact at KONG

 KONGCompany.com

Expansion efforts include both Vital Essentials raw freeze-dried and frozen pet food products.

Green Bay, WI, March 05, 2024—Vital Essentials, the flagship premium raw pet food brand of the Carnivore Meat Company, announced today strategic partnerships with Anipet Animal Supplies Inc. and Freedom Pet Supplies Inc., marking a significant step towards expanding the brand’s premium freeze-dried and frozen pet food distribution in Canada. 

Anipet Animal Supplies Inc., a family-owned distributor based in Western Canada, alongside Freedom Pet Supplies, the foremost distributor in Eastern Canada, are joining forces with Vital Essentials to widen the brand’s reach and penetrate new market segments throughout the nation.  This collaboration will elevate Vital Essentials presence, ensuring Vital Essentials’ full line of Butcher Cut Protein products are readily accessible to Canadian pet retailers, consumers, and their pets.

Nick Ebert, Chief Commercial Officer, “This partnership positions Vital Essentials for expanded distribution of its vast variety of raw freeze-dried and frozen dog and cat food, toppers, treats and raw bar snacks, ensuring pets are provided the highest quality whole animal protein available.  Because better protein equals better benefits. Vital Essentials premium raw Butcher Cut Protein supports energetic playtimes, healthier & shinier coats, and lean & strong muscles for vital lives.  We believe every pet deserves the best, and we’re committed to making that a reality with our new distribution partners in Canada, Anipet and Freedom.”

“We were flattered to have been recommended by area retailers to be a representative of Vital Essentials,” said John Ayres, CEO of Freedom Pet Supplies Inc. “Our sales and marketing approach to representation meshed perfectly with Vital Essentials' desire to grow the brand in Canada. And we’re excited to have the commitment of bilingual packaging, allowing us to represent the line in Canada’s second largest population, the province of Quebec. We look forward to making Vital Essentials a household name in the Canadian market.”

“Partnering with Vital Essentials is a pivotal moment for Anipet, allowing us to bring innovative, high-quality pet nutrition options to the Canadian market.  It aligns perfectly with our mission to offer the best products for pet health and well-being.  By combining our strong distribution network with Vital Essentials’ premium raw protein, we’re set to meet the growing demand for high-quality pet foods, enhancing the lives of pets and pet owners across Canada.’ says Troy Firth, CEO of Anipet Animal Supplies.

Vital Essentials, Anipet Animal Supplies Inc., and Freedom Pet Supplies Inc. have a mutual commitment to superior food quality and safety standards. Through this partnership, all companies will utilize their combined resources of manufacturing excellence, product innovation, sales execution, and distribution to work together to establish Vital Essentials as a leading household pet food brand in Canada.

For more information about Vital Essentials, please visit https://www.vitalessentials.com. For more information about Anipet Animal Supplies Inc. and Freedom Pet Supplies Inc., please visit https://anipet.com and https://www.freedompet.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.  

About Anipet Animal Supplies Inc.

Anipet Animal Supplies Inc., headquartered in Western Canada, is a leading distributor of premium pet food and supplies.  With over 44 years of experience, Anipet has established itself as a trusted name in the pet industry.  Under the visionary leadership of CEO Troy Firth, Anipet continues to pioneer innovative solutions that meet the evolving needs of pets and their owners.  At Anipet, we are on a mission to enhance the lives of pets and their families by distributing high-quality, innovative products that promote health, happiness, and longevity.

About Freedom Pet Supplies Inc.

Freedom Pet Supplies Inc. is a premier distributor of pet food and accessories, located in the heart of Canada.  Dedicated to enhancing the lives of pets and their owners, Freedom Pet Supplies has become synonymous with quality, care, and commitment in the pet supply industry.  Led by a passionate team of pet enthusiasts, Freedom Pet Supplies Inc. prides itself on its customer-centric approach, ensuring that each product we distribute is carefully selected to meet the highest standards of quality and safety.  Our mission is to empower pet owners with the resources, products, and knowledge they need to provide the best possible care for their furry family members.

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Media Contact at Vital Essentials

Brianna M. Gillard

FACTEUR PR

vitalessentials@facteurpr.com

 
Media Contact at Anipet Animal Supplies Inc.

Media Contact at Freedom Pet Supplies, Inc.

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...

GREEN BAY, WI (December 1, 2021) – Carnivore Meat Company, industry-leading manufacturer of raw pet food and treats, has won the 2021 Pet Business Industry Recognition Award in the Raw Cat Food category for their new highly popular product Vital Cat Freeze-Dried Pork Mini Nibs. The award marks the third consecutive year and fourth time overall that Vital Cat or its parent brand, Vital Essentials®, has earned the prestigious award.

Pork, a novel protein, was added to the Vital Cat line in April to give new and current cat parents more flexibility and variety in their cat’s diet. Pet parents can feed their cat’s crunchy cravings with the award-winning Mini Nibs or lap up delectable Dinner Patties that can be fed wet or dry, providing multiple choices to meet the whole family’s needs and preferences. 

Pork is an alternative protein option for picky felines or cats who have allergies to common proteins like chicken or beef. Pork may be beneficial for cats with sensitive stomachs because it is easier to digest, and it contains many key nutrients, such as taurine for heart health and thiamine to regulate metabolism.

“Vital Cat Freeze-Dried Pork Mini Nibs Cat Food has quickly become one of the best selling products in our cat food line and we’ve received amazing feedback about the high quality and palatability of both Pork cat food options,” stated Melissa Olson, VP Marketing & Sales. “We’re honored to be recognized by Pet Business with the 2021 Industry Recognition Award.” 

Vital Cat Freeze-Dried Pork Mini Nibs not only earned Pet Business industry recognition, but this cat food item also received the 2021 Pet Innovation Award for Raw Cat Food of the Year in honor of the product’s creativity, quality and popularity.

This marks the second award Vital Cat Freeze-Dried Pork Mini Nibs Cat Food earned in 2021 from two different prestigious recognition platforms within the pet industry. Only products that represent the ‘best of the best’ rise above the rigorous evaluation process and steep competition found in both platforms.

2021 marks the 20th anniversary of the highly-respected Pet Business Industry Recognition Awards. A panel of industry experts evaluate hundreds of pet products each year before extending the award to “the most exciting and functional products that the industry has to offer.”

Vital Essentials has now earned a Pet Business Industry Recognition Award four times in three different categories. Vital Essentials previously won in the Merchandising Displays category in 2016 for the newly-released VE RAW BAR, and then again in 2019 for the VE RAW BAR Freestanding Display. In 2020, Vital Essentials Family Size Treats earned the award in the Freeze-Dried Dog Treats Category.

Each Pet Business Industry Recognition Award is a testament to the innovation and drive of Carnivore Meat Company, as the most tenured raw pet food manufacturer in the nation continues to release new high-quality products under the Vital Essentials and Vital Cat brands at groundbreaking speeds.

About the Pet Business Industry Recognition Awards

Pet Business is the most trusted trade media brand in the pet industry. Through a diverse and evolving set of platforms including print magazines, websites, e-newsletters and social media, Pet Business covers every facet of the industry, providing valuable, actionable advice to pet specialty retailers along the way. Pet Business’ Industry Recognition Awards program highlights the pet industry’s most innovative and functional products across a variety of categories. The winners are selected by the Pet Business editors after scouring the industry for the most exciting and functional products on the market.

About Carnivore Meat Company

Carnivore Meat Company is an award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats.  Located in Green Bay, Wisconsin, the company’s rapidly growing brands include Nature’s Advantage®, Vital Essentials®, VE RAW BAR and Vital Cat®, which are distributed to over 6,000 retailers nationwide, in 14 international markets and online to Chewy.com, Amazon, PetFlow.com and others.  Long considered a raw pet food pioneer, the company’s freeze-dried products division supplies private label, co-packing and ingredients to customers globally.  Carnivore Meat Company is family owned and has been recognized for its growth accomplishments and manufacturing excellence with a number of awards in recent years, including 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.

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