Caleb Williams’ 888 Midas partners with Fruitist

Business investment firm 888 Midas, owned by Chicago Bears quarterback Caleb Williams and partners, is joining hands with LA-based berry grower Fruitist to elevate healthy snacking.

In a press release announcing that 888 Midas is becoming an investor, Fruitist said the partnership will focus on making snacking on fruits a “core pillar of everyday wellness," by emphasizing that “what you put in your body matters." 

Steve Magami, co-founder and CEO of Fruitist said Williams "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,” he said. “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.”

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. The firm provides a platform for athlete- and advisor-led investing across private equity, venture capital, real estate, and real estate alternative assets.

Williams said he and his partners are proud to invest in Fruitist, and the collaboration aligns with his stance that “what you put in your body fuels how you show up, on and off the field.”

“Fruitist is a company with intention and a mission that I believe in, with the traction to back it up,” he added. “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.”

Related stories: 

From game day snacks to brand strategy, ag marketers double down on sports