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Vital Essentials Parent Company to Increase Capacity by 70%

This comes on the heels of the multi-million-dollar expansion of its freeze-drying facility in 2018.

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(PRESS RELEASE) Millennials make up 35 percent of U.S. pet owners and are spending more on pet food than any other generation, according to Pew Research Institute. This shift is spurring the trend towards the premiumization of pet food, and Carnivore Meat Company is answering that growth with continued improvements in the production of its ultra-premium raw pet food.

The company is in the midst of its second major manufacturing expansion in as many years, revamping production lines and making significant investments in new meat processing equipment including individual quick freeze tunnels, blenders and conveying systems that will increase overall speed and capacity. This will result in a 70 percent increase in the output of its frozen and freeze-dried products. This comes on the heels of the multi-million-dollar expansion of its freeze-drying facility in 2018.

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“With the increasing demand for our products, which is expected to continue trending upward, our ability to more efficiently manufacture all of our products is paramount,” said Brian Lakari, VP of operations. “With these changes, we will be prepared and well positioned to meet the rapidly growing demand.”

Today, Vital Essentials and Vital Cat, the two leading brands produced and marketed by the company, are among the highest quality products in the pet consumables marketplace. Essentially a “meat shop for pets,” Carnivore’s focus is on preserving and maintaining meat quality, beginning at the harvest facility, throughout their facilities and beyond. “It’s impossible to improve meat quality, we can only maintain it,” said Jason Goddard, director of quality. “The new equipment and line improvements give us even greater control in maintaining the quality and preserving the nutritional value of the food and treats we manufacture.”

“These improvements, coupled with our sustainability initiatives, positions us to answer the demands of our newest generation of pet parents,” stated Melissa Olson, VP of sales and marketing. “Millennials are looking not only for high quality food for their pets, but premium products that will enhance the quality of their pets’ lives and their own family life. We sincerely believe Vital Essentials is that brand.”

Carnivore Meat Company is an award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats. Located in Green Bay, WI, the company’s rapidly growing brands include Vital Essentials, VE RAW BAR and Vital Cat, which are distributed to more than 6,000 retailers nationwide, in 14 international markets and online to Chewy.com, Amazon, PetFlow.com and others.

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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 and the Greater Green Bay Chamber Manufacturing Award of Distinction.

carnivoremeat.com

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Pet Sustainability Coalition

Pet Sustainability Coalition Presents: Critical Sustainability Strategies for Retailers

This webinar, held on November 7, 2019, is the second in a series from PSC discussing how retailers can establish sustainable practices in their business. Moderated by PSC’s Andrea Czobor, the webinar unveils data behind the increasing consumer demand for sustainable products, what retailers have to gain from connecting with these purpose driven consumers, and a new PSC program that makes finding these products easier for retailers.

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Press Releases

Matrix Partners Adds Larry Cobb as VP for Business Development

Cobb will will be responsible for accelerating Matrix Partners’ growth.

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Larry Cobb

(PRESS RELEASE) Matrix Partners, a Chicago-based branding firm that specializes in designing and implementing customized marketing programs for pet product brands, recently announced that Larry Cobb has joined the firm as VP for business development.

In this new role, Cobb will will be responsible for accelerating Matrix Partners’ growth by helping it expand its client portfolio and amplifying its presence in the pet products industry. Most recently, Cobb served as CEO for The Company of Animals. Previously, he held senior marketing and sales positions at a number of prominent pet product firms, including Iams, K&H Pet Products, Gamma2, Vo-Toys and Lambert Kay. He also founded and managed Well-Pet, a regional chain of 81 pet food and supply stores.

“Larry is extremely well-acquainted with the quality and scope of our work because he was our client at one time,” Don Tomala said. “He comes to Matrix with four decades of consumer products marketing and sales experience to share. Larry’s retail, ecommerce and MAPP expertise with pet products will play a vital role in helping us accelerate the profitable growth of our clients’ brands. That’s a real value proposition for them.”

matrix1.com

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Press Releases

Pet Sustainability Coalition Announces Partnership with Petfood Industry Magazine

This is to increase access to PSC’s tools and expand awareness throughout the global pet food processing industry.

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(PRESS RELEASE) The Pet Sustainability Coalition and WATT Global Media’s Petfood Industry have announced a partnership to increase access to PSC’s tools and expand awareness throughout the global pet food processing industry.

Since its founding in 2013 PSC has been steadily building a toolkit full of resources, templates, and case-studies coupled with ongoing educational webinars and events. Sustainability is one of the fastest growing topics in the pet industry and PSC leads in topics like sustainable proteins and packaging as well as other compelling business-smart sustainability strategies like employee engagement programs and consumer demand for sustainability.

“Petfood Industry will leverage its global magazine, digital, online and live event platforms to educate and inform our readers about critical sustainability topics affecting pet food production. PSC is the industry’s leader in sustainability, and we are honored to kick off this partnership in 2020,” said Steve Akins, executive vice president Global Petfood & Events, and publisher of Petfood Industry magazine. Petfood professionals throughout the world can expect regular content from PSC as well as a strong presence at Petfood Forum 2020 in Kansas City, MO, April 27-29.

From day one, the Pet Sustainability Coalition has maintained an open model, choosing not to lock any of its content or tools and instead sharing as much information as possible through its own platform but also among its members. PSC’s media partnerships are no exception to the rule.

“Our industry has incredible media groups that have built loyal audiences for decades. Platforms like Petfood Industry are critical avenues to share our educational content and tools particularly with our increased focus on sustainable proteins and packaging,” said Caitlyn Dudas, executive director of PSC.

petsustainability.org, petfoodindustry.com

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Press Releases

BAYDOG Releases 2 New Canine Lifejackets

They will be at booth 1015 at Global Pet Expo in February.

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(PRESS RELEASE) The Chesapeake Bay Dog Company has released its newest product, the Monterey Bay Canine Lifejacket. The Monterey Bay will be in stores by April 1 and will feature an upgraded Offshore variant made specifically for boaters.

Company founder and CEO Barton O’Brien stated, “We live in Annapolis, MD, the sailing capital of the U.S., and every sailboat we see has a dog onboard. We surveyed the market for dog lifejackets and realized there really wasn’t anything out there made specifically for boaters. So after we developed the Monterey Bay (which took us a year), we went back to the drawing board and worked with experienced boaters to create the enhanced Monterey Bay Offshore. This variant has features that increase survivability in rough waters no matter how far you are away from the shore.”

The Monterey Bay has been designed for any adventure, from a day at lake swimming or jumping off a dock, to boating on the open ocean. Both designs offer exceptional floatation and comfort with full chest and torso support which lift the dog from below and avoid the typical nylon straps cutting into the dog’s tender underside. Also, both models are ergonomically designed to allow for a dog’s natural swimming motion.

The Monterey Bay is loaded with features, such as 600 denier UV-coated nylon, saltwater-resistant hardware, 360 visibility reflective trim, large hook-and-loop panels and buckles to ensure a secure fit, and an expandable neck collar similar to human personal flotation devices.

The enhanced Monterey Bay Offshore model has additional safety features that make it the perfect choice for boaters. Strategically placed outboard pontoons will roll a dog upright in the roughest sea conditions, and extra floatation on the chin / chest area ensure the dog’s head stays above water for increased survivability. The larger sizes have a second handle on the back to aid lifting a dog back aboard.

BAYDOG will display the Monterey Bay Lifejacket at booth 1015 at Global Pet Expo in February, along with the debut of several complementary water toys. The lifejacket will come in two colors: hi visibility Nautical Yellow and Blaze Orange, and is offered in five sizes.

baydog.com

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