Joshua Patterson Announced as new Vice President of Sales at Vital Essentials

GREEN BAY, WI (January 8, 2024) – Vital Essentials, the flagship brand of Carnivore Meat Company, today announced their new Vice President of Sales, Josh Patterson. Josh brings over 15 years of pet industry experience leading sales, marketing and operations for major organizations like PetPlate and Petsense.

Prior to joining Vital Essentials, Patterson served in multiple leadership roles responsible for developing strategies necessary for optimizing business operations and effective planning and execution of processes vital for driving revenue and organizational growth. Having worked in retail, traditional pet food manufacturing, and direct to consumer pet food, Josh’s focus has been in developing and executing strategic omnichannel programs to drive profitable growth which will be a major benefit for Vital Essentials retail partners.

Starting his pet industry career as a part-time store associate at Petsense in 2006, he moved through roles of progressive responsibility including leading all store operations, marketing, and merchandising functions for the organization through their acquisition by Tractor Supply Company. He has since held sales, marketing, and strategy roles at a number of organizations including Nulo Pet Food, PetSmart, and PetPlate.

Per Nick Ebert, Chief Commercial Officer at Carnivore Meat Company, “Josh brings a wealth of industry experience to our flagship brand, Vital Essentials, and positions our organization for continued accelerated growth in market. I couldn’t be more excited to have Josh joining our team. His expertise in the independent pet space will support our objective of becoming the most compelling and customer centric frozen and freeze-dried raw brand in the market.”

As the new Vice President of Sales for the United States and Canada, Josh will lead efforts to move Vital Essentials’ position with retailers and distributors from simply a supplier, to a strategic partner. Josh’s focus is building and developing Vital Essentials sales organization to deliver on one of their core values, “Find a way to say YES,” by leveraging Vital’s retail and digital marketing capabilities and expertise to drive new traffic into the independent pet channel.

“The most exciting part about joining the Vital Essentials team is our commitment to growing and developing the independent channel. Independent pet specialty stores are on the front lines of educating customers to provide the best options for their pets. After meeting the team at Carnivore Meat Company, I have no doubt that we are the brand best positioned to deliver growth for our independent partners in multiple categories across the store. We have the best products, distributors, and retail partners in the industry and I am excited to contribute to this next phase of Carnivore’s incredible story.” said Josh Patterson, Vice President of Sales at Carnivore Meat Company.

Vital Essentials delivers premium, butcher cut protein with limited, easy to read ingredients. The power of high-quality butcher cut protein can be seen in the numerous health benefits your pet will experience when fed a raw diet on a consistent basis. Vital Essentials is available in independent retailers across the country.

For more information about Vital Essentials, please visit


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


Media Contact:

Brianna M. Gillard