High Ground

High Ground Chips is a veteran-owned snack food brand specializing in high-protein beef chips crafted with a minimalist ingredient philosophy. Founded by military veterans Dillon Larson and Josh McCandless, the company was built around a mission to fuel what they call the 'wilderness athlete' — individuals who demand clean, performance-driven nutrition whether in the backcountry, at the gym, or in the field. The brand's flagship product, their beef chips, is made with just three ingredients: 100% American beef, garlic salt, and ground red pepper flakes. This stripped-down formulation reflects a commitment to transparency and clean-label snacking that resonates strongly with fitness-focused and outdoor consumers. High Ground Chips positions itself firmly in the better-for-you snack segment, targeting athletes, hunters, military personnel, and health-conscious consumers who prioritize macronutrient quality over processed convenience. The product is marketed as an ideal high-protein snack for training sessions, hunts, and outdoor endurance activities, emphasizing portability and nutritional density. The use of 100% American beef underscores a sourcing commitment to domestic agriculture, which aligns with the brand's patriotic and veteran-owned identity. Products are sold in small-batch quantities, suggesting a focus on quality control and artisan production standards rather than mass commodity manufacturing. The brand has gained visibility through partnerships and media appearances, including a feature on the 'In Pursuit' podcast with noted fitness personality Rich Froning, which has helped extend its reach into CrossFit and functional fitness communities. Customer testimonials highlight the product's taste, protein content, and convenience as key purchase drivers. The company offers starter packs and bundled offerings such as the Highland Pack, making it accessible for trial and repeat purchase through direct-to-consumer e-commerce channels. High Ground Chips occupies a distinct niche at the intersection of the meat snack category and the performance nutrition market, differentiating itself from conventional jerky and meat stick brands through its chip format, ultra-clean ingredient deck, and mission-driven brand narrative rooted in military service and outdoor athleticism.