Plant Strong

Founded by Rip Esselstyn, former firefighter, world-class triathlete, and New York Times bestselling author, Plant Strong was built on a simple belief: real food has the power to change lives. What started in an Austin, Texas firehouse has grown into a community of people who are choosing long-term health through real, whole plants. Our foods are made from whole grains, legumes, vegetables, and spices. Never oil, refined sugar, or high sodium. Every product is crafted to deliver big flavor with serious standards, so eating well feels straightforward, satisfying, and doable in real life. Plant Strong is grounded in decades of nutritional research and sets a higher bar for integrity in food. Our work reaches far beyond the grocery aisle, into homes, workplaces, and gatherings, where people are building steady habits that support lasting health. Because of our nutritional principles, many Plant Strong products qualify as HSA and FSA eligible through TrueMed. This helps individuals and employers invest in foods that support long-term well-being. You can find Plant Strong at Whole Foods Market, Walmart, and Target, as well as online and on Amazon. We also host transformative events and retreats that bring people together to cook, learn, and reconnect with what it feels like to feel good. From the firehouse to your home, Plant Strong is here to make real food simple, craveable, and part of your everyday strength.