Inc. Magazine|Fall 2025
No. 48
Jennifer Wu isn’t afraid to admit that she pampers her dog. After purchasing their Rhodesian ridgeback, Karoo, in 2018, Wu, 28, and her partner, Zach Ao, 29, strove to give her “the best of everything.” That meant taking her on long walks, buying her the best toys, and preparing her homemade meals of raw meat. When the pan demic hit, the couple, who were both working in tech as project managers, finally had the space to con sider what they really wanted to do next. The answer, Wu and Ao realized, was helping other pet parents provide their dogs and cats with highquality food. The U.S. raw pet food market has grown significantly since then, and so has Viva Raw: In 2021, the brand made less than $500,000…