With demand for animal-based protein on the rise, Equip locks in a new partner to help fuel its next stage of growth
HighPost Capital has taken a significant stake in Equip Foods, a fast-growing supplements company known for its grass-fed beef protein powder.
The investment by the private equity firm signals continued investor interest in clean-label nutrition and functional wellness products and provides Equip with access to new capital as it competes in an increasingly crowded protein market, offering an alternative to plant-based proteins that have dominated wellness aisles in recent years.
Terms of the deal were not disclosed.
“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,” HighPost CEO David Moross said. “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.”
Founded in 2015 by sports rehab clinician turned entrepreneur Dr. Anthony Gustin, Equip’s flagship product, Prime Protein, offers 21 grams of protein sourced from grass-fed beef, with no dairy, added sugars or artificial additives, and includes naturally occurring collagen and gelatin, B12, and iron.
Dr. Gustin added that the investment comes at a pivotal time for an industry he believes is overdue for disruption.
“The supplements industry is broken, and consumers have paid the price due to ineffective products, toxic additives and misleading advertising,” he said. “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. 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.”
