Founded with the mission to redefine pet nutrition, Viva has rapidly emerged as a trusted name in its industry. From setting new standards in transparency to crafting nutrient-rich, high-quality meals for pets, Viva is leading a movement centered on quality and care. Viva’s co-founders discuss their story, innovations, and how they’re reshaping what’s in our pets’ bowls.
Can you share the story and inspiration behind the founding of Viva in 2021? How did the idea to set a new gold standard in pet nutrition come to life?
Viva was born out of love—and a need to solve a problem. It all started with Karoo, our dog, who inspired us to reexamine everything we thought we knew about pet food. Watching her thrive on a fresh, homemade diet was a turning point for us. Her coat became shinier, her energy levels soared, and even her dental health improved. It was nothing short of amazing to see the difference real food made in her life.
But, as two busy professionals working traditional 9-to-5 jobs, consistently preparing fresh meals for Karoo became overwhelming. We searched for commercial options that could deliver the same level of quality but came up short. Either the ingredients weren’t transparent, or the food looked unappetizing and far removed from what we were feeding her.
That’s when we decided to create a solution not just for ourselves but for pet parents everywhere. We wanted to set a gold standard in pet nutrition with meals made from wholesome, human-grade ingredients that prioritizes transparency. Viva was our answer.
Your commitment to sourcing USDA-inspected, humanely raised, antibiotic-free meat and using organic produce is impressive. Can you walk us through the sourcing process and how it ensures the quality of your pet food?
Sourcing was something we didn’t want to compromise on from day one. When it comes to your pet’s health, quality is non-negotiable. That’s why all our meats come from USDA-inspected farms where animals are raised humanely without growth-promoting antibiotics or hormones.
Our produce is sourced from the same suppliers you’d find in premium grocery stores like Whole Foods. The goal is to provide the same level of care and consideration you would give to your own meals. Transparency is at the heart of everything we do—if it doesn’t meet our standards, it doesn’t make it into your pet’s bowl.
Viva offers both chunked recipes and ground options. What prompted this dual offering, and how do these options cater to the preferences and needs of different pets?
Pets are as unique as their humans, and that extends to their eating preferences. During our research, we learned that some pets and their parents prefer chunked textures because it mirrors a more natural eating experience and allows pet parentsto see the quality of the ingredients and exactly what’s in the bowl. On the other hand, ground options are a practical option for all pets or senior dogs who may have difficulty chewing larger pieces.
We wanted to meet the needs of both types of pets and their owners, so we introduced this dual offering. It reflects our belief that pet food should not only be healthy but also cater to your pet’s specific abilities and preferences.
Transparency is a core element of your brand. How do you ensure pet parents can truly see and trust the quality of what they’re feeding their pets?
Transparency is paramount to building trust. With traditional pet food, pet parents often have no clue what’s inside the kibble or mushy canned food. We knew Viva had to do better.
When you open a Viva meal, you can immediately see whole chunks of quality meat, organs, and organic produce. Every ingredient is visible because we want you to feel as confident as we do about what you’re feeding your pet.
It’s not just about informing our customers—it’s about making them proud of the choices they’re making for their pets.
Your meals are prepared in a USDA facility and in small batches—how does this approach enhance the safety and nutritional value of your products?
It’s not so much about manufacturing in an USDA or any other type of facility but it’s about making our food in a facility that understands the mentality of making a raw “ready-to-eat” product. This comes with a much higher level of care in how our food is handled and the cleaning and sanitation practices we follow. A USDA facility will have baseline standards since they understand what it means to make human food but we in fact strive to go beyond that.
By producing in small batches, we can maintain maximum control over every step of the process, ensuring each meal is crafted with care and precision. Small-batch preparation also preserves the nutritional integrity of the ingredients. When we freeze our meals, we seal in both the flavor and the nutrients. This ensures your pet is getting the most out of every single bite.
Beyond providing high-quality pet meals, Viva seems to focus on educating pet parents about nutrition and well-being. How do you see this mission influencing the broader pet care industry in the future?
Education has always been at the core of Viva’s mission. When we first started fresh feeding Karoo, we were overwhelmed by the lack of accessible information about pet nutrition. It was clear to us that many pet parents were in the same boat.
That’s why we make an effort to not just provide meals but also educate our community. Whether it’s sharing resources on Instagram or responding to questions directly, we want our customers to understand the “why” behind proper pet nutrition.
The more pet parents learn, the more intentional they become about what goes into their pets’ bowls. We believe this movement will push the industry toward increased transparency and accountability, which is a win for everyone—especially our pets.
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