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When Chicago Bears quarterback Caleb Williams set out to build an investment portfolio, he had one rule: no vices.
Wellness, tech, and sports. Those are the three pillars of 888 Midas, the firm he launched shortly after being selected first overall in the 2024 NFL Draft. Fruitist sits squarely at the center of that vision, and when Front Office Sports sat down with Williams to talk investing, he brought us up by name as one of the positions already producing.
You already know the trajectory. Fruitist has grown from $50 million in revenue in 2021 to $400 million today, now reaching consumers across more than 40 countries. Williams saw that momentum early, and 888 Midas took an equity stake late last year. He wouldn't share the exact figure ("a good amount"), but the fact that he's citing Fruitist as a standout in a portfolio that also includes xAI and Zipline says plenty.
For Williams, the investment is as much about values as it is about returns. As a professional athlete whose entire livelihood depends on recovery, nutrition, and peak performance, backing a brand built around premium berries wasn't a stretch. It was obvious.
"Our main thing is no vices," he told Front Office Sports. "Wellness, tech, and sports. Those three buckets have been the heavy hitters for us."
That instinct to invest in things that make people better, not worse, is exactly the kind of thinking Fruitist attracts. Williams joins a group that recognized early what the broader market is now catching up to: that the future of food is fresher, cleaner, and more global than anyone gave it credit for.
The Bears QB has his eyes on Super Bowls first. But off the field, he's building something just as deliberate, and Fruitist is part of the foundation.
We're proud to have him in our corner, and even prouder that the berries are delivering.
Watch the full interview above.