Altura Supply Company
Carson Prugh - Founder
Origin Story
Throughout college, Carson loved grilling with friends and experimenting with different finishing salts and spices to elevate flavor. His lifelong passion for health and wellness also taught him that nothing is more important for fitness than diet.
That combination ultimately led him to discover French Mineral Sea Salt, which is known for its smooth flavor, naturally occurring electrolytes, and abundance of minerals. He began cooking with French Mineral Sea Salt to amplify flavor and increase mineral intake. The difference was undeniable. Having minerals he was previously lacking made him feel more energized, hydrated, and aligned in his day-to-day life.
After experiencing its effects, he continued using French Mineral Sea Salt and eventually replaced his traditional preworkout supplements with it entirely. The electrolytes in the salt provided the endurance, hydration, and muscle pump he was looking for, all in a single ingredient, without the unnecessary artificial additives, stimulants, and fillers found in most products on the market.
A little over a year later, that personal discovery turned into something much bigger with Altura.
Building
He noticed there wasn’t a salt that delivered everything he looked for in a kitchen product he used on a daily basis. He wanted exceptional quality, clean sourcing, and packaging beautiful enough to compliment a countertop rather than being tucked away in a pantry.
So, he decided to build it.
The first designs for Altura began to take shape, laying the foundation for the brand it would become. The name comes from the Spanish word for altitude, inspired by a challenging and unforgettable week-long trek he had recently completed with a friend through the Chilean Patagonia. It represents elevating yourself physically, mentally, and spiritually through challenge, consistency, and intentional living.
What he assumed would take weeks turned into nearly three months of long nights, meetings, and revisions. As Altura’s designer, Maddy, would tell you, far more time and expertise went into the waves on the side of the lid than anyone could imagine. But, they refused to release a product that wasn’t up to the high artistic standards of Altura. The final result became the Altura logo, the product’s mascot (Captain Brutus), and the signature paper tube packaging that now defines the brand.
Sourcing
While the design was taking shape, Carson searched for the finest French Mineral Sea Salt in the world - and found it.
Altura’s Salt is hand-harvested, sun-dried, and created with nature along the Brittany Coast of France using methods practiced for over a thousand years. The result is a salt with a clean, gentle oceanic flavor that elevates any dish as a premium finishing salt. Those same time-honored methods preserve the salt’s natural mineral content, giving it the soft grey hue our customers instantly recognize and love.
The Journey so Far:
Altura officially launched on Carson’s 25th birthday in June 2025. Since then, we’ve grown throughout the Tampa Bay Area and into nearly 200 retailers across more than half of all U.S. states.
None of this would be possible without the unwavering support of family, friends, and the growing Altura community.
The Philosophy Behind
Building Altura, both to where it stands today and where I believe it’s heading, has taught me countless lessons about discipline, patience, and persistence. The course of every meaningful journey, whether it be a business, a personal goal, or a new chapter in life, is rarely linear. It is shaped by obstacles, breakthroughs, setbacks, and growth. Often, those experiences become more valuable than the original motivation that sparked the journey itself.
However, in the midst of the daily grind, it is important to take a step back and appreciate the beauty in what makes life what it is. As many know, the majority of memories and enjoyment of a hike come from the viewpoints and experiences along the way, not just the final destination.
With that, I often reflect on a quote from Ferdinand Magellan, a 1500s Portuguese sailor, which, if you look closely, lines the perimeter of every Altura lid as a small token to what the brand represents:
“The sea is dangerous and its storms terrible, but these obstacles have never been sufficient reason to remain ashore. Unlike the mediocre, intrepid spirits seek victory over those things that seem impossible. It is with an iron will that they embark on the most daring of all endeavors: to meet the shadowy future without fear and conquer the unknown.”
