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Fruitist Berry Brand Partners With Caleb Williams’ 888 Midas
With a shared belief that “what you put in your body matters,” the global superfruit brand, Chicago Bears quarterback and investment firm 888 Midas have formed a partnership to further fuel the produce company’s growth.
With a shared belief that “what you put in your body matters,” Fruitist, a global superfruit brand, and Chicago Bears quarterback Caleb Williams, founder of strategic investment firm 888 Midas, have formed a partnership that Fruitist says will further fuel the growth of the berry brand.
Founded in 2024, 888 Midas focuses on early- to growth-stage companies positioned to lead in the consumer, health and wellness, sports, media and entertainment sectors, according to a news release. The firm provides a platform for athlete- and adviser-led investing across private equity, venture capital, real estate and real estate alternative assets.
Together, Fruitist, Williams and 888 Midas are partnering to elevate healthy snacking as a core pillar of everyday wellness. As a performance-driven athlete, Williams has long prioritized fueling with whole, functional foods to optimize his energy and longevity, the release says.
“From a young age, I’ve always believed that what you put in your body fuels how you show up, on and off the field,” Williams says. “Fruitist is a company with intention and a mission that I believe in, with the traction to back it up. With 888 Midas, we are proud to invest in better, smarter and healthier options for the next generation and to help bring these berries to fans everywhere.”
Fruitist says the partnership builds on its recent momentum in the healthy snacking space including recognition on the 2025 CNBC Disruptor 50 list, more than $1 billion in lifetime sales, and a valuation exceeding $1 billion.
“Caleb brings a unique lens to Fruitist. He’s not only an athlete at the highest level, but someone thinking strategically about health, food and long-term impact,” says Steve Magami, co-founder and CEO of Fruitist. “He sees what we see: a chance to make high-quality snacking easier to access, whether you’re training for game day or packing a lunchbox. His investment and partnership bring both perspective and purpose to the next chapter of Fruitist.”
Fruitist’s flagship Jumbo Blueberries and growing portfolio of premium superfruits are available in over 12,500 retail locations across North America, including Costco, Giant, Publix, ShopRite, Sprouts, Trader Joe’s, Wakefern, Walmart, Whole Foods and more, the company says.
Formerly known as Agrovision, Fruitist is on a mission to share healthy and flavor-packed fruit snacking with the world. The company says its global marketing is led by a recently built seasoned CPG team with experience from Nestlé, P&G, The Wonderful Company and more.
Founded by star quarterback Caleb Williams and partners, 888 Midas is an investment and strategic business advisory enterprise seeking like-minded associations and select private equity, venture capital and real estate funding opportunities, the release says. The firm is focused on cultural relevance, long-term value creation and mission-aligned capital deployment.