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

Green Bay, WI, March 5, 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. are mutually committed 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 Canada’s leading household pet food brand.

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

CompanyCarnivore 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.  Anipet has established itself as a trusted name in the pet industry. Under the visionary leadership of CEO Tory 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.


Media Contact at Vital Essentials

Brianna M. Gillard