Vital Essentials

Who Makes It

Vital Essentials is the flagship brand of Carnivore Meat Company of Green Bay, Wisconsin, and is known for freeze-dried and frozen raw dog and cat food, toppers and single-ingredient treats sold under the VE RAW BAR name. Its dog food comes in formats such as Crunchy Mini Nibs, Soft Nibs and Patties. ^{1, 2}

Where It Is Made

Carnivore Meat Company makes Vital Essentials in its own facilities in the Green Bay area. It also does private label and co-manufacturing for other companies. In 2022 it broke ground on a 235,000-square-foot headquarters and freeze-drying plant in the Grandview Industrial Park in Bellevue, and the company says it runs the largest freeze-dried pet food plant in North America. ^{3, 2, 4}

History

Lanny Viegut took over a struggling Green Bay pet food operation and launched the Vital Essentials raw line at the 2009 SuperZoo trade show, and he founded Carnivore Meat Company in 2012. Private equity firm Arbor Investments invested in Carnivore in late 2021. Heather Govea replaced Viegut as CEO in 2024. ^{5, 2, 6}

Worth Knowing

In February 2018, Carnivore Meat Company voluntarily recalled 73 cases of Vital Essentials Freeze-Dried Beef Nibblets Entree for Dogs after a retail sample tested positive for Salmonella. No illnesses had been reported when the recall was announced, and FDA lists the recall as terminated. ⁷

1. petage.com/vital-essentials-expands-freeze-dried-raw-dog-cat-food-and-treats-into-pet-supplies-plus
2. petsplusmag.com/carnivore-meat-co-gets-private-equity-investment
3. spectrumnews1.com/wi/green-bay/news/2022/08/08/carnivore-meat-company-expands
4. petsplusmag.com/vital-essentials-unveils-protein-powered-vitality-and-new-product-innovations-at-global-pet-expo
5. petage.com/five-questions-lanny-viegut-ceo-of-vital-essentials-carnivore-meat-co
6. just-food.com/news/us-pet-food-maker-carnivore-meat-company-appoints-new-ceo
7. fda.gov/safety/recalls/ucm598255.htm

Researched from the sources above. Spotted something out of date? Tell us.