GREEN BAY, WIS. — Carnivore Meat Company® announced the appointment of Ashley Li to vice president of brand marketing for its flagship raw frozen and freeze-dried pet nutrition brand Vital Essentials®.

Li brings over a decade of brand management expertise, as well as experience leading and growing various consumer brands. Prior to joining Vital Essentials, Li served as head of brand marketing, strategy and innovation at Pet Honesty. She has also held various roles at Kraft Foods Group and The Kraft Heinz Company. 

“I couldn’t be more excited to have Ashley join our team,” said Heather Govea, chief executive officer of Carnivore Meat Company. “Her training as a classical brand manager combined with her latest experience leading marketing and innovation in the pet supplement category made her the perfect fit for Vital Essentials. This brand has strong momentum coming off its recent re-launch and I’m confident Ashley is the right leader to continue accelerating our growth.”

Li added, “As a pet parent and health-conscious consumer, I’ve always been intrigued by the unrivaled benefits of feeding a raw diet. Vital Essentials has a fanatical consumer following for its premium, unmatched quality products. I look forward to helping more pet parents and retailers learn why Vital Essentials is one of the fastest growing pet food brands in the United States.”

Vital Essentials specializes in freeze-dried raw and frozen pet nutrition formulated with “butcher cut” proteins. The brand’s lineup spans dog and cat foods, topers, snacks and treats, all made with whole animal proteins. Vital Essentials’ products are currently distributed to more than 7,200 independent retailers in the United States and Canada, as well as online via Chewy and Amazon, and available in 14 international markets. 

Read more about personnel changes throughout the industry.