GREEN BAY, WIS. — While Heather Govea is a newcomer to Carnivore Meat Company, she’s not new to the pet food industry. Govea took on the role of chief executive officer in May, but she brings to the role decades of experience at various brands throughout the industry, which have all contributed to the expertise she brings to the freeze-dried pet food company. 

“I’ve had the opportunity to contribute to the growth of various brands, whether in big or small ways, and that’s something I’m proud of,” she said.

In the following Q&A, Govea shares how decades in the pet food industry has provided her with a network and community that she not only contributes to, but also relies heavily on as a woman leader in the industry.

PFP: How did you get your start in the pet industry, and how did that experience lead you to where you are now?

Govea: I’ve never not been in the pet industry — it’s been a part of my life for as long as I can remember. My journey began at the age of seven or eight when I started rescuing dogs and cats. Initially, I went to school with the goal of becoming a veterinarian, but I quickly realized that while the field is incredibly rewarding, my interests were leaning more towards other areas within the industry.

My first role was with a pet food distributor in Southern California. They gave me the opportunity to work on teams that were pioneering in the super-premium pet food space. Back then, the concept of healthier pet food was still relatively new, and it was exciting to be part of something so innovative.

While in college, I worked for a veterinarian who treated a lot of dogs with severe skin conditions. We saw countless cases where medication helped, but the real transformation came from changes in their diet. I remember these dogs vividly — golden retrievers and other large breeds with terrible skin issues. The shift to prescription diets brought about life-changing improvements, not just in their skin but in their overall wellbeing. These experiences showed me firsthand the impact that quality nutrition can have on a pet’s health and the relationship between pets and their owners.

One case, in particular, sticks with me — a dog that was around eight or nine years old, utterly miserable from skin problems. After we adjusted his diet, he regained his vitality, almost like a puppy again. He lived for another seven years, all thanks to the right nutrition. Moments like that solidified my passion for the pet food industry and the difference it can make in the lives of both pets and their owners.

PFP: What has been your biggest challenge — personal or professional — related to your work in the pet industry?

Govea: There have been many challenges, but if I had to choose, I’d say finding balance has been the biggest one. I’ve come to realize that balance in life is more of a myth — it’s really about what demands your attention at any given moment. There’s always an area of life that needs more focus, whether it’s work or family. One of the challenges has been letting go of the idea that everything should be static and that I should have equal time for all aspects of my life. That’s just not reality. For years, I tried to achieve this perfect balance and often felt guilty when I couldn’t. But as I’ve gotten older, I’ve learned to embrace the different phases of life. It’s less about achieving perfect equilibrium and more about ensuring I’m investing my time in the right places at the right moments.

PFP: Tell me about a professional accomplishment in the pet industry that you are proud of.

“I’ve built meaningful relationships, and that’s my biggest accomplishment — being part of a community that’s like family,” said Heather Govea of Carnivore Meat Company.

Govea: I’ve had the opportunity to contribute to the growth of various brands, whether in big or small ways, and that’s something I’m proud of. When I look back at the industry, I see how I’ve been able to support people, whether by offering advice or just being there when they needed help. I’ve built meaningful relationships, and that’s my biggest accomplishment — being part of a community that’s like family. We might be competitors, but we’re also there for each other, forming friendships that matter. What I’m most proud of is this network of people I’ve connected with and the way we’ve supported one another through the ups and downs of the industry.

PFP: What is top of mind for you and/or your business in the industry right now?

Govea: What’s really on my mind right now is figuring out how to get our message out to more consumers. I’m less focused on battling competitors and more concerned with spreading the word about great nutrition. We know how impactful proper nutrition can be for pets, so the challenge is making that message accessible, especially within the freeze-dried category, which can be tough to understand without deep research. My main priority is finding ways to simplify and expand our reach so that more people can easily grasp the value of what we offer, without it being a barrier to entry.

PFP: If you could pick three trends influencing the industry today, which are the most important and why?

Govea: If I had to choose three key trends shaping the industry today, the first would be the push for “better for you” and less processed options. This is a major focus area because the pet food industry is somewhat of an enigma when it comes to processing across different segments. The primary goal for many is to find ways to feed their pets better with less processing involved. That’s a big deal. Personally, I’m not a fan of the term “premium” — it’s overused and has lost its meaning over time. 

The second trend is the concept of trading down. There’s definitely an economic factor at play here, but it’s also about innovation. I see more new ideas emerging in the lower-priced segments, which is changing the way people approach affordability.

The third trend is the growing amount of research consumers are doing. People are becoming more self-educated, and although this isn’t new, the way they’re accessing and utilizing information is something we can’t overlook. It’s a significant shift.

PFP: What is something about the pet industry that people outside of the industry may not realize?

Govea: One thing people outside the pet industry might not realize is just how heavily regulated it is and how challenging it is to maintain high quality. Our industry is governed by more regulations, guidelines and requirements than even the infant food industry. Getting just one pound of pet food out the door — regardless of the type — is a far more complex process than most would expect.

PFP: What advice would you give to other women in this industry?

Govea: I have an amazing network of women in this industry who’ve been a constant source of support, especially through the challenges of COVID. We’ve stayed connected because being a woman in this field comes with its own unique set of hurdles. My advice is not to let being a woman define you, but to let your contributions speak for themselves. In fact, I believe being a woman is an advantage because, as the primary consumers in many categories, we have a deeper understanding of what customers truly want.

PFP Just for fun, do you consider yourself a dog person or a cat person? Or, if you have pets of your own, tell us a little bit about them.

Govea’s dogs Johnny Cash, June Carter and Minnie Pearl. 

| Source: Heather Govea

Govea: I consider myself an every animal person. While I don’t have any reptiles (though I think bearded dragons are pretty cool), I’ve got quite the amount of animals at home. I currently have three dogs — all rescues, and all black, which wasn’t planned but somehow happened. There’s Johnny Cash, my 80-lb. shepherd mix, named after my son’s obsession with Johnny Cash. Then there’s June Carter, a sweet black lab mix who was supposed to be chocolate but turned out black — she’s my little shadow at home. And finally, there’s Minnie Pearl, our spunky boxer mix named after the country singer; she’s technically my daughter’s dog but lives with us and is a total ball of energy. We also have two birds, though I can’t even remember their names, and if I had more time and wasn’t traveling so much, I’d probably have even more animals. 

In her current role as chief executive officer of Carnivore Meat Company, Heather Govea is leveraging her decades of pet food industry experience to help accelerate growth for the company’s flagship freeze-dried raw pet food brand, Vital Essentials. She most recently served as chief strategy officer at Alphia, Inc., a major US co-manufacturer of pet food and treats, and has held transformative positions with other brands, including Natural Balance, Nulo and C.J. Foods. Govea earned her bachelor’s degree in animal science from California State Polytechnic University.

Continue reading about other female leaders featured in our Women in the Pet Industry series.