It really looks like there is a strong link to Pet Valu. I came up with a man's name for the carna4 (why is the url carni?) food and the same name is "Sr. Vice-President Merchandising at Pet Valu Inc." At Linked In it says he is the founder of Carna4.
Some impressive education but nothing mentionned about nutrition, animals or anything to reassure about the food. Not bashing Pet Valu, I buy one one of my dogfoods there.