Equip Foods, a rising player in the nutritional supplements industry, has secured a major investment from HighPost Capital to support its expansion in the competitive protein market. The private equity firm has acquired a significant stake in Equip, which is best known for its grass-fed beef protein powder, Prime Protein.
This move reflects growing investor interest in animal-based, clean-label nutrition as consumers shift toward functional wellness products. While plant-based proteins have led in popularity in recent years, Equip offers a protein alternative focused on traceability and ingredient integrity. Financial terms of the deal were not disclosed.
Founded in 2015 by Dr. Anthony Gustin, a former sports rehabilitation clinician, Equip markets itself as a clean alternative to traditional supplements. Its flagship product delivers 21 grams of protein per serving, sourced from grass-fed beef, and includes naturally occurring collagen, gelatin, B12, and iron. It contains no dairy, added sugars, or artificial ingredients.
Dr. Gustin said the new investment marks a key turning point for both the company and the wider supplements industry. “The industry is broken,” he said. “Consumers have paid the price with ineffective products, toxic additives, and misleading claims. At Equip, we use real food ingredients and test rigorously to ensure our products are free from heavy metals, mycotoxins, pesticides, herbicides, and microplastics.”
HighPost Capital’s CEO, David Moross, praised Equip for its leadership in the grass-fed beef protein category. “Equip is redefining the supplements space through quality and transparency,” Moross said. “We see strong growth ahead as more Americans seek out high-quality animal-based proteins. The Equip team has the expertise and drive to scale the business and reach more customers.”
HighPost plans to leverage its experience in consumer goods, wellness, and e-commerce to help Equip grow its presence and further develop its product line. The partnership positions Equip to compete more aggressively in a market where protein consumption and demand for trustworthy nutrition solutions continue to rise.
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