Photo / Meagan Littlefield
Pete Roberts
March 15, 2022
Jay-based Jocko Fuel gets $30M investment from NY private equity firm
COURTESY / Jocko Fuel
A $30 million investment from a New York private equity firm is intended to help Jocko Fuel expand.
Jocko Fuel, a maker of sports and lifestyle nutritional products that is headquartered in Jay, has received a minority investment of $30 million from Goode Partners LLC, a New York private equity firm.
The investment will support the brand’s growth to meet consumer demand, David Oddi of Goode Partners said in a news release on Monday.
“We stand ready to assist the company during this important stage of growth,” Oddi said.
Jocko Fuel began as an arm of Origin, a Farmington-based manufacturer of apparel, boots, fitness gear and nutritional supplements founded by Pete Roberts, a 2018 Mainebiz Next award honoree.
Origin has apparel and footwear factories in Farmington and a product development facility in Wilton.
A year ago, the company bought a 57,014-square-foot industrial building in North Jay to serve as headquarters and a warehouse and distribution center for Jocko Fuel products.
Jocko Fuel LLC is named after John “Jocko” Willink, a retired U.S. Navy SEAL officer, author and podcast host. The target market is “performance-driven consumers” and the products include energy drinks, powders and capsules.
Jocko Fuel was established in 2017 when Willink entered a partnership with Roberts and they conceptualized the brand. A year later, the product line was launched with the introduction of the first product, Joint Warfare.
The product line has grown to include GO energy drinks, MÖLK protein powders, pre-workout powders, Greens powder and other supplement products in multiple formats. The company sells through various channels, including direct-to-consumer website sales and Amazon and retail partnerships such as Vitamin Shoppe and Wawa.
The brand’s management team is led by Roberts as co-founder and CEO, along with co-founder Brian Littlefield, who is also chief product officer; Joe Masciantonio, chief revenue officer; and Don Miller, chief financial officer.
“The strategic investment from Goode Partners validates Jocko Fuel’s track record of significant growth and will help enable the emergence of Jocko Fuel products as the better alternative for conscious consumers and as a household name,” said Roberts.
Goode Partners focuses on investment opportunities in the food/beverage, branded consumer products, restaurant, retail, apparel, and direct marketing sectors. The firm seeks to partner with the owners and managers of well-positioned, high-growth potential consumer-oriented companies.
“Goode has extensive experience partnering with high-growth consumer brands and we are glad to have found a strategic partner who believes in our core mission to provide clean, natural and functional products to our loyal and rapidly growing customer base,” said Roberts.
Willink said the investment will help the brand grow its product line, refine its logistics, and expand its market.
Goode Partners LLC has previously invested in food and beverage brands such as Dave’s Killer Bread, Strong Roots, La Colombe and ReadyWise.
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