Zach and Jenn, co-founders of Viva, are passionate pet lovers who turned their personal experience with raw feeding into a revolutionary pet food company. Viva is dedicated to transforming how pet parents feed their furry companions by focusing on ingredient transparency, high-quality sourcing, and innovative chunked raw food recipes. With a shared mission to provide pets with healthier, more natural meals, they are leading a growing movement in raw pet nutrition.
What inspired you to transition to raw feeding for your pets, and how did that influence the creation of Viva?
We’ve both been lifelong pet lovers, and growing up, we saw how traditional kibble diets negatively impacted our pets’ health. When we brought home Karoowe vowed to keep her as healthy as possible. That led us to explore fresh feeding, and when we saw the massive benefits—everything from shinier fur to better energy and digestion—we fell in love with it.
But honestly, fresh feeding wasn’t all smooth sailing. We both had full-time jobs and ended up spending hours each night meal prepping for Karoo. It became stressful and unsustainable. We tried raw food brands next, but the options were either overly processed or lacked transparency about the quality of their ingredients. We knew we weren’t alone in these frustrations, so we decided to change the game. Viva was born from a desire to create raw food that’s easy for busy pet parents to use, visibly fresh, and made with absolute transparency.
Can you walk us through the process of how Viva ensures ingredient transparency in its products?
Transparency is one of our core values at Viva. It starts with our sourcing. We use USDA-inspected, humanely raised meats that are free of hormones and growth-promoting antibiotics. These are the same high-quality ingredients you’d find at Whole Foods or fancy restaurants.
What makes Viva unique is our chunked format. Unlike other brands, where the food just looks like mush, you can actually see the different cuts of meat, organs, and vegetables in our recipes. We want pet parents to know exactly what they’re feeding their pets simply by looking at the food. Additionally, all of our meals are made in small batches in kitchens that follow human-grade food safety standards. It’s all about trust—we make food we’d be comfortable eating ourselves (although we’re happy to leave that to the pets!).
Why did you decide to focus on “chunked” food as opposed to other raw food formats, and how has this been received by your customers?
Honestly, the idea for “chunked” raw food came directly from our own frustrations. When we tried other raw food brands for Karoo, a lot of it looked so processed—it felt disconnected from what “real food” for pets should look like. We realized there was a major opportunity to create a product that felt homemade and trustworthy, like something you’d actually prepare in your own kitchen.
Our customers can immediately see the difference. For many pet parents, knowing exactly what’s in the bowl builds their confidence in switching to raw feeding. Plus, pets love the variety in texture, which makes mealtime more exciting. That said, we know pets can be picky, so we also offer a ground version of our meals for those who prefer it!
How do you manage the balance between sourcing high-quality ingredients and keeping the product accessible to pet owners?
This has definitely been one of our biggest challenges, but we believe that every pet deserves access to clean, nutritious food. To balance this, we focus on small-batch production and develop long-term partnerships with farms that share our values. Because we work directly with suppliers, we can reduce some of the middleman costs while still maintaining high standards for our ingredients.
We also offer flexible subscription plans to make it easier for pet parents to budget for raw feeding. Accessibility shouldn’t mean sacrificing quality—our commitment is to deliver the best possible product at a price point that works for everyday families.
What do you think sets Viva apart from other raw pet food brands currently on the market?
Without a doubt, it’s our commitment to transparency, quality, and innovation. Everything about Viva—from the chunked format to our small-batch production to our sourcing standards—is designed to build trust between us and pet parents. We’re the only brand where you can look at your pet’s food and immediately recognize the ingredients.
We also actively engage with our customers, whether it’s through one-on-one support during their pet’s transition to raw or sharing educational resources. For us, it’s not about selling a product—it’s about creating a community of pet parents who want the best for their furry companions.
What advice would you give to pet owners who are hesitant or unsure about making the switch to raw feeding?
Start small and stay curious! Transitioning to raw feeding doesn’t have to happen overnight. Begin by mixing a small amount of raw food into your pet’s regular meals and observe how they respond. Every pet is different, and gradual transitions often work best.
It’s also important to do your research and choose brands that prioritize transparency and quality. Don’t be afraid to ask questions or seek guidance—our team is always happy to help! The health benefits of raw feeding are so worth it, and we’re here to make the process as smooth and rewarding as possible for both you and your pet.