GREEN BAY, WIS. — Vital Essentials, the flagship brand of Carnivore Meat Company, announced the promotion of Nick Ebert from vice president of sales to chief commercial officer. In his expanded role, Ebert will continue to support Vital Essentials’  goal to disrupt the pet food industry by overseeing all commercial offerings of the business.

Ebert originally joined Vital Essentials last summer, leveraging 15 years of sales experience from large corporations like PepsiCo and Sysco. Since then, Ebert has helped the company advance its growth, building upon its commercial capabilities and developing its talent. He has also helped build partnerships with sales organizations, including NEMA, Inc. and Wilson & Associates, enabling Vital Essentials to expand its presence throughout the East and West Coasts.

“Since joining our team nearly 18 months ago, Nick has answered the call, plus a lot more,” said Lanny Viegut, chief executive officer of Vital Essentials. “He’s become an appreciated and very well-respected leader in the North American pet space as well as abroad, with our international clients.

“Despite some of the headwinds the pet industry is facing, Nick and his team are outpacing most others in our category and posting record growth at Vital Essentials,” he added. “He brings an infectious optimism and resolute win/win attitude in his interactions with our clients, vendors and his teammates.”

Vital Essentials specializes in whole-animal, premium, butcher cut proteins for cats and dogs. According to the company, a raw diet offers superior nutrition and health benefits to pets. Additionally, the company is committed to high standards when sourcing, including minimally processed and ethically sourced ingredients.

“There is a huge opportunity for Vital Essentials to disrupt the pet industry and be the most compelling and customer focused brand in the market,” Ebert said. “We are operating in an environment that has traditionally been offering fillers and grain-based products to our pets. I truly believe the impact that our premium butcher cut protein can have on our pets, and I’m confident we can continue to engage with ‘raw curious’ folks while continuing to deliver quality products to our loyal customers.”

Read more about personnel changes throughout the industry.