Santa Barbara, CA—Bragg Live Food Products announced that the company has been acquired by an investor group led by private equity firm Swander Pace Capital, investment firm Dragoneer Investment Group, and co-investors singer/songwriter Katy Perry, actor Orlando Bloom, and Hayden Slater, the founder of Pressed Juicery. These investors, according to a press release, will focus on driving growth and expanding the reach of Bragg.
As WholeFoods previously reported, Bragg Live Foods was was founded in 1912 by Dr. Paul C. Bragg, known as the originator of Health Food Stores in America. For 65 years his daughter Patricia Bragg, N.D., Ph.D., has served as CEO of the company, which is now the world’s top producer of apple cider vinegar (ACV), plus has a wide portfolio of health and wellness products including amino acids, nutritional yeast, dressings, seasonings and ready to drink products.
“I have spent my entire adult life traveling the world, sharing the Bragg mission with people everywhere, and teaching the benefits of living a truly healthy lifestyle,” said Patricia Bragg. “I am so thrilled to partner with Swander Pace, Katy and Orlando, Dragoneer and Hayden to bring Bragg products to more people. Everyone needs to take control of their health to live a long, vital, happy life. This is a very special moment for our brand, and I can’t wait to reach millions more people worldwide.”
Katy Perry said in the release, “Patricia has been part of my family forever, even giving me my first guitar. My mother introduced me to Bragg products, and it’s been a staple since my childhood in Santa Barbara and continues to be a wellness remedy in my professional vocal career. I’m deeply familiar and aligned with Patricia’s mission to make the world a healthier and better place, and I am so honored to have the opportunity to be a part of the team that will bring the magic of the brand to a new generation of consumers.”
Andrew Richards, CEO and Managing Director of Swander Pace, said in the release, “Bragg is a uniquely authentic and storied brand with a highly loyal, multi-generational following in the health and wellness space. The company enjoys a dominant position in the high-growth apple cider vinegar category, and a long and successful history with its range of healthy products. We are excited to work closely with Bragg’s leadership team—including Patricia Bragg—as we embark on the company’s next chapter of growth.”
Related news: Patricia Bragg shares her longevity secrets with WholeFoods.