Altura Supply Company
Carson Prugh - Founder
Origin Story
Throughout college, I loved grilling with friends and experimenting with different finishing salts and spices to elevate flavor. My lifelong passion for health and wellness also taught me that nothing is more important for fitness than diet.
That combination ultimately led me to discover Celtic Salt, which is known for its smooth flavor, naturally occurring electrolytes, and abundance of minerals. I began cooking with Celtic Salt while I was dieting to amplify flavor and increase mineral intake in a period when overall food consumption was lower. The difference was undeniable. Having minerals I was previously lacking made me feel more energized, hydrated, and aligned in my day-to-day life than in any previous diet.
After experiencing its effects, I continued using Celtic Salt beyond that diet and eventually replaced my traditional preworkout supplements with it entirely. The electrolytes in Celtic Salt provided the endurance, hydration, and muscle pump I 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
I noticed there wasn’t a Celtic Salt that delivered everything I looked for in a kitchen product I use on a daily basis. I needed exceptional quality, clean sourcing, and packaging beautiful enough to compliment a countertop rather than being tucked away in a pantry.
So, I decided to build it.
I reached out to a friend of mine from college, who is an incredibly talented artist, and together we began developing what would become Altura. The name comes from the Spanish word for altitude, inspired by a challenging and unforgettable week-long trek I had recently completed with a lifelong friend through the Chilean Patagonia. To me, it represents elevating yourself physically, mentally, and spiritually through challenge, consistency, and intentional living.
What I assumed would take weeks turned into nearly three months of long nights, meetings, and revisions. As my designer, Maddy, would tell you, far more time and expertise went into the waves on the side of the lid than anyone would imagine. But, we 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, I searched for the finest Celtic Salt in the world, and I believe that’s exactly what we’ve found.
Altura’s Celtic 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 my 25th birthday in June 2025. Since then, we’ve grown throughout the Tampa Bay Area and into 70+ retailers across more than half of all U.S. states.
None of this would be possible without the unwavering support of my 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.”
