Partner
Jonathan Spurway is an accomplished executive with over 20 years of global leadership in food ingredients, production, and agribusiness. He has worked with both startups and multinationals, leading strategic growth initiatives, complex change management, and major commercial deals. With a proven track record in P&L management, team building, and market expansion, Jonathan helps companies unlock value through operational discipline, market insight, and strategic partnerships. Originally from New Zealand and now based in Seattle, he holds advanced degrees in Dairy Science and Chemical & Materials Engineering.
Partner
Tom Friar is a Stanford-educated entrepreneur with over two decades of leadership in pet health and nutrition. He co-founded VetSource, a pioneering veterinary e-commerce and pharmacy platform acquired by Mars Petcare, and currently leads Amera Biotech and Woof Brands, where he focuses on sustainable, ingredient-driven innovation in animal health. Tom brings deep expertise in scaling ventures at the intersection of veterinary care, nutrition, and environmental impact
CFO
Cathy Kemnitz is a seasoned finance executive with over 25 years of experience driving growth and operational excellence in high-growth environments, including her leadership at Vetsource where she helped scale the company to over $170M in revenue. She has led major funding rounds, managed due diligence with private equity and strategic investors, and overseen finance, accounting, risk management, and corporate governance. Her background includes senior audit roles at Deloitte and PwC, providing a strong foundation in financial controls and compliance.
Creative Director
Bruna Howe is a graphic designer with a BFA in Visual Communication Design from Cal Poly Pomona. Since 2019, she has served as head designer at Radar Pictures, a prominent film and television production company, where she works on visual development across a range of entertainment projects. Bruna also brings her creative leadership to the pet health and insect farming sectors as the Creative Director for both Woof Brands and Amera Biotech, overseeing brand identity, packaging, and marketing strategy.
Our Team
Not a Broker,
a Partner
Our Four Pillars
Transparency & Authenticity
At Vivra Consulting (VC), clarity, openness, and trust form the foundation of every partnership. We believe candid communication—whether delivering good news or challenging insights—is essential for your growth and ours. By maintaining transparency, we help you navigate your U.S. sales efforts effectively, ensuring you always have a clear understanding of your business landscape.
Selective & Dedicated Partnerships
We partner exclusively with ingredient companies we truly believe in and feel passionate about. By intentionally limiting our partnerships, we ensure that each brand receives focused attention and dedicated support. At VC, your company isn't just another client; it's a valued partner receiving the personal care and tailored effort it deserves.
Strategic Relationships & Market Expertise
Our longstanding relationships with key buyers and decision-makers across various industry channels—both direct and via further processing companies—are among our greatest assets. We leverage these cultivated relationships to open doors, create opportunities, and position your brand effectively within the U.S. market.
Collaborative & Customized Support
Your company's success is our mission. At VC, we become an integral part of your team, providing personalized guidance on market strategies, product innovations, and custom design. As your boutique sales partner, we commit to offering specialized resources, insights, and collaborative support, empowering your brand to thrive in the competitive U.S. market.