Investment firm HighPost Capital has made a significant investment in Equip Foods, a protein and supplement brand with whole food-derived and third-party tested ingredients such as Prime Protein, a grass-fed beef protein powder which contains 21 grams of protein per serving. The terms of the investment were not disclosed.

The brand was founded with the goal of providing consumers with clean-label, high-quality, third-party tested supplements sourced from real food ingredients. It was launched in 2015 by founder and executive chairman Anthony Gustin, MS, DC, a former sports rehabilitation clinician who founded several companies such as Lineage Provisions, Ion Layer, Zero Acre, and Perfect Keto.

Equip was anchored by its flagship, grass-fed beef based Prime Protein, which is a dairy-free, complete protein that is easier to digest than other protein powders, per the company. It contains all nine essential amino acids, naturally occurring collagen and gelatin, B12, and iron.

“We are excited to support Equip Foods, a category-leading company that is redefining the supplements sector through its unwavering commitment to quality, traceability, and the most stringent quality testing protocols,” said David Moross, CEO of HighPost. “As a first mover and category leader in the fast-growing grass-fed beef protein segment, Equip is well-positioned to capture significant growth opportunities as more Americans seek to increase protein consumption, and animal-based protein specifically. Equip is led by an accomplished and driven management team and we look forward to working closely with them to help the Company expand the business and bring its great tasting, innovative products to even more customers.”

“The supplements industry is broken, and consumers have paid the price due to ineffective products, toxic additives, and misleading advertising. Equip delivers only clean, real food ingredients to its customers and employs industry-leading testing protocols to ensure its products are free from heavy metals, mycotoxins, pesticides, herbicides, and microplastics,” said Gustin. “We are thrilled to welcome HighPost as an investor in Equip as they share our vision and commitment to product innovation and restoring trust. Further, HighPost’s deep consumer expertise, e-commerce acumen, and wellness industry relationships will enable us to deliver the best experience possible to our customers and further invest in our business.”

“At Equip, we’re driven by an unwavering belief in the power of thoughtfully sourced real foods to supplement what’s lost in our modern diets,” said Kirean Mathew, CEO of Equip. “Our approach is at the intersection of holistic health and science. We use timeless, tried and true ingredients you can get on a farm, while applying rigorous product testing to ensure that each ingredient is packed with nutrients and free from the invisible toxins that have found their way into our food supply. Our partnership with HighPost marks a pivotal step forward in our mission to set a new standard for the supplements industry. We are eager to accelerate our growth and broaden our impact.”