What Heart & Soil does

Heart & Soil (legal entity Heart & Soil Supplements, LLC) is a privately held direct-to-consumer supplement company founded in 2020 by Paul Saladino, MD, and headquartered in Austin, Texas. The company manufactures and sells desiccated organ supplements derived from regeneratively raised, grass-fed and finished cattle, using a freeze-drying (lyophilization) process intended to preserve nutrients while delivering them in a taste-free capsule format. Its catalog spans more than twenty SKUs across individual organs (e.g., Beef Organs, Bone Matrix, Firestarter, Whole Package, Joint Strength & Repair, Gut & Digestion, Lifeblood, Her Package), adjacent offerings such as Grass-Fed Colostrum and Grass-Fed Thyroid, protein powder, and pre-formulated goal-based stacks (Energy, Fat Loss, Immune Support, Mood).

Name

Heart & Soil

Legal name

Heart & Soil Supplements, LLC

Website

https://heartandsoil.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Heart & Soil is a privately held DTC supplement brand selling freeze-dried organ supplements and health-goal stacks derived from grass-fed cattle, serving health-conscious consumers through its own e-commerce store, subscription program, and retail partnerships.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Dried and Dehydrated Food Manufacturing (311423)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Dried & Dehydrated Fruit & Vegetables (Freeze-Dried, Air-Dried, Powders) (AFAKAFAE)

Keywords

• Organ supplements
• Desiccated organ capsules
• Animal-based nutrition
• Grass-fed supplements
• Freeze-dried organ meats

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via their Shopify-powered storefront. Products sold include individual supplements, product stacks, and merchandise. Subscription/auto-ship model available offering 25% discount.
2. Wholesale/B2B Sales: Wholesale partnership program for retailers and businesses to carry Heart & Soil products. B2B collection available on their shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Heart & Soil manufactures and sells desiccated organ supplement capsules and pre-formulated health stacks derived from grass-fed, grass-finished, regeneratively raised cattle. The company uses a proprietary freeze-drying (lyophilization) process to preserve nutrients in a clean, taste-free capsule format, and sells primarily direct-to-consumer through its Shopify-powered online store with subscription/auto-ship options.

Product overview

Heart & Soil is a direct-to-consumer e-commerce company offering desiccated organ supplement products derived from grass-fed and finished cattle. The product portfolio includes individual organ supplements (Beef Organs, Bone Matrix, Firestarter, Whole Package, Joint Strength & Repair, Grass-Fed Colostrum, Bone Marrow & Liver, Skin Hair & Nails, Gut & Digestion, Warrior, Lifeblood, Histamine & Immune, Mood Memory & Brain, Her Package, Pure American Liver, Free-Form Grass-Fed Colostrum, Grass-Fed Thyroid) and pre-formulated health stacks (Energy Stack, Fat Loss Stack, Immune Support Stack, Mood Stack). The company also offers various health goal-based product bundles targeting areas like exercise performance, digestive health, sleep, stress support, thyroid health, and prenatal health. Products are sold through their Shopify-powered online store at heartandsoil.co and shop.heartandsoil.co, with availability expanding to physical retail through Sprouts Farmers Market.

Differentiator

Problem solved

Functional benefit

Products and services

• Beef Organs Daily nutrient support supplement made from grass-fed liver, heart, pancreas, kidney, and spleen, providing essential vitamins and minerals to support overall health, vitality, and energy.
• Bone Matrix Supplement made with grass-fed and finished long bones, packed with nutrients and peptides to provide foundational support for strong bones, joints, and improved flexibility.
• Firestarter Fat-burning supplement providing vital nutrients and peptides to support fat burning, appetite control, and nutrient absorption.
• Whole Package Supplement made with grass-fed and finished testicle, liver, and whole blood extract, supporting exercise performance, hormone production, and sexual health.
• Joint Strength & Repair Supplement made with grass-fed and finished trachea cartilage, scapula cartilage, and bone marrow, supporting strong, healthy, and mobile joints.
• Grass-Fed Colostrum Supplement made with grass-fed and finished colostrum, supporting gut healing, exercise recovery, and immune function.
• Bone Marrow & Liver Supplement made with grass-fed and finished bone marrow and liver, providing essential support for bone and tissue repair, skin health, and mood.
• Skin, Hair & Nails Supplement made with grass-fed and finished cartilage, liver, and bone marrow, supporting healthy skin, hair, and nails.
• Gut & Digestion Supplement made with grass-fed and finished tripe, intestines, pancreas, liver, and spleen, providing support for leaky gut, digestive issues, and autoimmune illness.
• Warrior Supplement made with grass-fed and finished liver and heart, providing nutrients and peptides to maximize exercise performance, strength, and recovery.
• Lifeblood Supplement made with grass-fed and finished whole blood extract, spleen, and liver, improving iron stores, oxygen delivery, and endurance.
• Histamine & Immune Supplement made with grass-fed and finished thymus, lung, spleen, liver, and kidney, supporting the immune system, histamine intolerance, and allergies.
• Mood, Memory & Brain Supplement made with grass-fed and finished brain, bone marrow, and liver, supporting focus, mood, mental acuity, and stress resilience.
• Her Package Supplement made with grass-fed and finished ovary, uterus, fallopian tubes, liver, and kidney, supporting hormonal balance, menstrual function, and fertility.
• Pure American Liver Whole-food supplement made from 100% American liver from grass-fed and pasture-raised cattle, positioned as a nutrient-dense superfood.
• Free-Form Grass-Fed Colostrum 100% grass-fed, pasture-raised colostrum supplement supporting gut health, immunity, and exercise recovery; third-party tested for biological activity.
• Grass-Fed Thyroid 100% grass-fed thyroid, liver, and kidney supplement supporting healthy thyroid hormone production, metabolism, and energy.
• Energy Stack Curated stack of Heart & Soil supplements designed to improve overall health, vitality, and performance through targeted nutrient support.
• Fat Loss Stack Curated stack combining Firestarter, Gut & Digestion, and Warrior to support sustainable fat loss while enhancing metabolism and muscle retention.
• Immune Support Stack Curated stack designed to fortify the immune system and strengthen defenses through strategic nutrient supplementation.
• Mood Stack Curated stack designed to support proper neurotransmitter synthesis and balance for improved mood and emotional well-being.

Quantifiable outcome

• 180,582+ happy customers served
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorHeart & Soil products are available for purchase on the shelves of local Sprouts Farmers Market stores. Products carried include Beef Organs and Gut and Digestion supplements. Customers can shop in-store or online and can use Sprouts Rewards.
• healf.comminorChannel Partner/ Reseller/ DistributorUK distribution partnership making Heart & Soil products available to UK customers through healf.com with fast and free shipping.
• ShopifycoreTechnology or IntegrationShopify powers the Heart & Soil e-commerce storefront, handling payment processing and store infrastructure. Customers agree to Shopify's Terms of Service when making purchases.
• Influencer PartnersminorGTM or Marketing PartnerHeart & Soil operates an influencer program for community ambassadors to promote products and the animal-based nutrition message.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Perfect Keto: DTC supplement brand in the keto/primal nutrition space with content-driven acquisition. Comparable GTM motion and supplement category, but with a different nutritional thesis (ketosis vs. animal-based).
• Primal Kitchen: Major brand built around animal-based, paleo-friendly nutrition (condiments, sauces, protein). Operates broadly in the same animal-based nutrition thesis that Heart & Soil is built on, but at significantly greater scale and with a much wider product portfolio.
• Force of Nature: Regenerative, grass-fed meat brand with a broader portfolio spanning cuts, organ meats, and supplements. Comparable sourcing narrative (regenerative/grass-fed) and overlapping customer base, though primarily a meat company extending into supplements.

Direct peers

• Dr. Kellyann: Founder-led DTC brand selling bone broth and animal-based supplements with a strong content engine. Comparable in its use of a credentialed founder, content-driven acquisition, and animal-based nutrition positioning.
• Equip Foods: Primal/paleo-oriented supplement brand offering beef-based protein and organ products to the same ancestral-nutrition audience. Direct overlap in product format (capsules/powders from animal sources) and target persona.
• Ancestral Supplements: Direct competitor in the desiccated organ supplement category, offering freeze-dried organ capsules sourced from grass-fed cattle. Closest 1:1 comparable to Heart & Soil in product format, target consumer, and positioning around ancestral/animal-based nutrition.
• Paleovalley: DTC supplement and snack brand targeting paleo/primal consumers with grass-fed products, including organ-based supplements. Directly comparable target customer and content-driven GTM motion.

Emerging players

• Tallow Made: Grass-fed tallow and animal-based skincare/food brand with a regenerative sourcing narrative. Adjacent in sourcing and audience, but in a different product category (topical/fats) than Heart & Soil's organ supplements.
• Wild Pastures: Subscription-based grass-fed and pasture-raised meat brand with a regenerative sourcing story. Comparable customer persona and regenerative-raised positioning, though distributed as fresh meat rather than desiccated supplements.
• Carnivore Snax: Animal-based snack brand targeting the carnivore/animal-based community. Smaller and narrower product set, but operates in the same cultural and dietary niche that Heart & Soil's content engine addresses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/HeartandSoil_
• YouTubeyoutube.com/channel/UCyf4v0HhGiHc8_ZIiSfd3Ug
• Facebookfacebook.com/heartandsoilsupplements
• Instagraminstagram.com/heartandsoilsupplements
• TikToktiktok.com/@heartandsoil
• LinkedInlinkedin.com/company/heartandsoil

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heart & Soil