Vanguard Awards: Freeze-Dried Food and Treats

The freeze-dried treats category has increased in popularity due to the benefits obtained through treats that do more than reward dogs. They can also provide health benefits addressing pets’ oral care, digestion and skin and coat. Alongside this, the category continues to expand and grow through the hard work and dedication of leaders in the category such as Green Juju, Vital Essentials and Shepherd Boy Farms, who have been paving the way for pets to enjoy simple yet impactful treats that come in a format and flavor profiles dogs enjoy.

“When my dog was diagnosed with cancer, I began feeding her a raw diet centered on fresh, whole foods to support her health,” said Kelley Marian, Owner and Founder of Green Juju. “I became incredibly selective about what went into her body—there was no room for compromise. I was drawn to freeze-dried products because they’re minimally processed and retain the most nutrients among shelf-stable, on-the-go options. But I couldn’t find anything that met my standards. I was looking for a true powerhouse of nutrition—something that would actually support and elevate her regular diet. That’s what led me to create our Whole Food Bites, which are packed with responsibly sourced organ meats and paired with vibrant combinations of organic fruits and vegetables.”

“Our passion for freeze-dried nutrition led us to make major investments in this category, including building North America’s largest pet food freeze-drying facility,” said Heather Govea, CEO of Vital Essentials, parent company, Carnivore Meat Company. 

“Innovation drives everything we do, as you can see with our new Soft Nibs line. We saw pet parents needed better ingredient options, which pushed us to develop products with unique proteins featuring up to 99 percent meat, organs and bone. Beyond great nutrition, we focused on creating convenient formats that fit easily into daily life while still delivering the quality pets deserve.”

 While fine-tuning the Whole Food Bites line, Marian first saw organ meats being used in a meaningful way outside of single-ingredient treats. 

“​​I saw an opportunity to create something unique, deeply nutritious and fun to feed,” she explained. “Pet parents could now offer grass-fed or pasture-raised organ meats paired with functional plants—bringing variety and real nutrition to their pets in a format that’s easy and enjoyable to use. It’s not just a treat—it actually enhances the diet. Pets love the treats and the treats love their bodies back.”

Shepherd Boy Farms highlighted the company’s hands-on ideology. 

“What sets us apart is our full-circle approach. We’re not just another brand sourcing from third parties—we’re boots on the ground. We know where are ingredients are coming from. Our strict standards for producing high quality products are unmatched in the freeze dried market,” said Ashton Hood, Founder and CEO. “We also focus on simplicity. No fillers, no artificial anything—just nutrient-rich, functional blends that make sense biologically for dogs and cats. Whether it’s our Classic Goat Milk or our complete and balanced recipes, every product is crafted with intention and purpose. I think pet parents appreciate that they can read our ingredient labels and know exactly what they’re feeding their animals.”

Vital Essentials recognized a need to make the category accessible for pet parents. There were barriers, namely price points and how frequently pets had to eat raw for it to make a noticeable impact on the pet’s health, which prevented many households from exploring the brand and overall category. Vital Essentials simplified the transition to raw by setting attainable benchmarks that fit into pet owners’ daily routines and household budgets. 

“Our 20 percent raw feeding approach really connects with pet parents by making what once seemed daunting feel totally doable. We’re committed to meeting pet owners wherever they are on their nutrition journey. By truly listening to what consumers need, we’ve created diverse protein options and formats that don’t force tough choices between quality, convenience and what pets will actually eat. We’re passionate about creating these entry points so anyone can experience raw nutrition benefits without completely overhauling their routine,” said Govea.