Bullish, a New York-based consumer investment and marketing firm, has announced an investment in Singing Pastures, a female-founded brand that specializes in pasture-raised meat sticks made with bone broth and collagen.

As consumer demand shifts toward simpler, more transparent food systems, Singing Pastures is emerging as a standout in a category long dominated by highly processed options, the brand says. It's is building a loyal following by delivering protein snacks that resonate both functionally and emotionally, it adds—particularly with women, one of the fastest-growing segments in on-the-go protein. 

"Singing Pastures is raising the bar for on-the-go protein solutions with a product assortment that takes high-quality ingredients and crafts them into great tasting food," says Brent Vartan, co-founder and managing partner at Bullish. "Holly and John Arbuckle have done a magnificent job creating a product with instant fandom that has all the markings of what we know makes a remarkable brand."

The investment was driven not only by category tailwinds, but by conviction in the founding team. Co-founders Holly Arbuckle, CEO, and John Arbuckle have built Singing Pastures with a clear and disciplined approach to sourcing, production, and long-term brand integrity, the brand notes. Their commitment to doing things the right way—without compromise—has positioned the brand as a credible leader in the emerging ethical protein movement, it adds.

"The meat snack aisle hasn't evolved with today's consumer," says Holly Arbuckle. "We built Singing Pastures to change that by using whole-food ingredients and traditional crafting methods, like fermentation and slow-cooking, to create a more functional kind of protein."

With the rise of GLP-1–influenced diets and a growing shift away from traditional protein bars, Singing Pastures is aiming to meet evolving consumer needs with a more thoughtful approach to on-the-go protein. At the same time, consumers are reportedly becoming increasingly discerning about sourcing and nutritional quality—raising the bar for brands to deliver both trust and performance.

Singing Pastures products are available at singingpastures.com and in more than 800 retail locations across the U.S., with continued expansion underway.

Related: Singing Pastures launches bone broth, collagen snack