Proud Source Water Raises Capital to Expand Distribution and Brand Footprint

Sustainable Fast-Growing Brand to Use Funds to Scale and Meet Growing Demand from Eco-Conscious Consumers

MACKAY, Idaho--()--Proud Source Water, the brand bottling 100 percent naturally alkaline spring water from Mackay, ID, today announced the closing of its first institutional funding round. The next-generation, eco-friendly brand will use the capital to deepen their roots in existing retail channels and expand into new channels and priority markets.

Offering naturally alkaline spring water with zero additives, and packaged in infinitely recyclable aluminum bottles, Proud Source provides consumers with a better-for-you product that has naturally occurring minerals and electrolytes. Alkaline water has been linked to health benefits such as increased energy, improved metabolism, hydration and digestion as well as lowered cholesterol, blood glucose and blood pressure levels. Since launch, Proud Source has seen significant growth in alternative distribution points in natural grocery, food service and direct-to-consumer sales.

“Mackay, ID, which is home to our small community of hard workers, has always been known for its pristine, naturally filtered and minerally rich water,” said Proud Source Water’s President CJ Pennington. “With this investment capital, we can deliver it straight from the source to consumers nationwide as we focus on overall growth. Plastic-free is the future and we can’t wait to hydrate more communities the right way.”

Proud Source Water’s state-of-the-art facility is located at the base of Idaho’s Mt. McCaleb. The company sources its water deep in the Rocky Mountains using a gravity-fed supply system to reduce energy consumption. The company is a certified B-Corp and 1% for the Planet member, donating a portion of annual sales to environmental initiatives such as cleaning the ocean. Proud Source is also a key player in the local Mackay community, creating jobs and bringing a new sense of pride to the once-vibrant Rocky Mountain mining town.

AF Ventures (formerly AccelFoods), a lead investor in the round, will serve as a key strategic partner, helping the sustainable water company scale operations and expand brand reach on the national level.

“Proud Source Water’s recyclable aluminum packaging offers consumers a much-needed alternative to plastic bottles, which are filling up our landfills and oceans,” said AF Ventures’ Managing Partner Jordan Gaspar. “Through our extensive network of major retailer and distribution partners, we see tremendous opportunity to grow this brand well beyond its current footprint.” Gaspar adds, “Proud Source Water is a mission-based company with business practices built around conscious responsibility for our planet. Proud Source is making choices today, for tomorrow.”

For more information on Proud Source Water, please visit

About Proud Source Water

Proud Source Water is a certified B-Corp and member of 1% for the Planet. It bottles naturally alkaline spring water in 100% recyclable aluminum. Proud Source Water is sourced from a natural spring in the Rocky Mountains of Idaho, has no added minerals and a natural pH of 8.5+/-. Proud Source Water is sustainably produced in Mackay, Idaho.

About AF Ventures

AF Ventures (formerly AccelFoods) is a leading venture capital fund investing in high-growth consumer product companies. Founded in 2014, AF Ventures has carved out a new space in the consumer industry, identifying challengers with strong fundamentals and providing the financing and resources needed to create the next generation of enduring brands. AF Ventures looks for quality-driven founders and management teams running brands that appeal to diverse demographics. AF Ventures manages 30+ portfolio brands across a wide array of categories including plant-based and grain-free food, functional beverage, family and kid-focused consumer products, health and wellness platforms, and more. For more information on AF Ventures, visit

Release Summary

Proud Source Water, today announced the closing of its first institutional funding round.