Equip Foods

Equip Foods operates within the nutritional supplements sector, positioning itself as a provider of clean, whole-food-based products. The company was founded in 2015 by Dr. Anthony Gustin, a former sports rehabilitation clinician. His journey into entrepreneurship was driven by personal health struggles during his youth and his professional experience treating elite athletes. He identified a gap in the market for supplements that were free of artificial additives and fillers, which led to the creation of Equip to provide products he would use himself and recommend to patients.

The company’s business model is direct-to-consumer, primarily through its e-commerce website, and it also distributes through retail partners like Walmart. Equip targets health-conscious consumers and athletes seeking to supplement their diets with high-quality, nutrient-dense options. A core tenet of the company's philosophy is transparency and rigorous product testing for purity, ensuring products are free from heavy metals, pesticides, and other contaminants. This commitment to quality is a key differentiator in what Dr. Gustin describes as a "broken" and "dirty" supplements industry. In June 2025, HighPost Capital made a significant investment in the company, signaling confidence in its growth trajectory within the clean-label nutrition market.

Equip's product portfolio is centered around animal-based, real-food ingredients. Its flagship product, Prime Protein, is a protein powder derived from grass-fed beef isolate, offering an alternative to common whey and plant-based proteins. Each scoop provides 21 grams of protein and naturally occurring collagen, gelatin, B12, and iron. Other key products include Grass-Fed Collagen for joint and skin health, Core Colostrum for immune and gut support, and a pre-workout formula. The company has also expanded into food items like the Prime Bar, a protein bar made with grass-fed beef, collagen, tallow, and natural sweeteners like dates and honey. The entire product line avoids artificial sweeteners, colors, and fillers, aligning with its mission to create supplements using only recognizable, real-food sources.

Keywords: nutritional supplements, beef protein, whole food ingredients, direct-to-consumer, clean label, sports nutrition, collagen, colostrum, functional foods, e-commerce