Pet food supplier gives back, issues social challenge

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Pet food supplier gives back, issues social challenge

By Dan Ochwat - 04/03/2020

A Green Bay, Wis.-based supplier of branded and private brand freeze-dried pet food and treats is giving back locally and inspiring others to do the same with its “Vital Relief Challenge.”

Carnivore Meat Company has donated $100,000 to Green Bay area nonprofits such as food pantries, shelters and other community outreach groups that are assisting in the response to COVID-19. In concert with the donation, the company launched a social campaign to encourage other local businesses and national companies to support communities in need.

The social effort is the “Vital Relief Challenge,” playing off the name of the company’s Vital Essentials line of pet products. To get involved, Carnivore Meat wants companies to donate what the can and announce the amount and where on social media with #VEchallenge and urge other companies to donate, too.

"Whether companies give big or give small, every donation matters as America deals with the COVID-19 outbreak and its impact," said Lanny Viegut, CEO and owner of Carnivore Meat. "I believe the challenge we're issuing to other business owners and CEOs can make a huge difference in communities across the nation and could potentially help save lives."

Carnivore Meat Company distributes to more than 6,000 retailers and online at, Amazon, and more. Viegut said he was inspired to donate locally by another local business owner, Paper Transport, a hauling company that said it would donate half of its April profits to coronavirus relief efforts. 

"As an essential manufacturer of pet food, we're blessed to be able to continue to successfully operate with a safe and healthy team. Unfortunately, others have landed in some pretty tough spots,” he said. "Nonprofits need support like never before given the difficult circumstances many are facing."