Edhat Staff
Bragg Live Food Products CEO Patricia Bragg and Katy Perry (courtesy photo)
By edhat staff
Celebrities Katy Perry and Orlando Bloom are among a group of investors that acquired Santa Barbara-based Bragg Live Food Products.
The local food company published a press release on Wednesday in Whole Foods Magazine announcing an investor group led by private equity firm Swander Pace Capital, investment firm Dragoneer Investment Group, and co-investors Perry, Bloom, and Hayden Slater, the founder of Pressed Juicery, will focus on driving growth and expanding the reach of Bragg.
Bragg Live Foods was founded in 1912 by Dr. Paul C. Bragg, known as the originator of Health Food Stores in America. For 65 years his daughter-in-law 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.
The company, headquartered at 199 Winchester Canyon Road in Goleta, released a video sharing their history including interviews with their new investors. Notable actor Orlando Bloom spoke of Patricia Bragg’s “firecracker” personality while singer/songwriter and Dos Pueblos High School alum Perry spoke of their long history.
“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,” said Perry.
“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.”
Bragg will stay in her position as CEO. She celebrated her 90th birthday this past April.
Katy…why did you wait till she was 90 years old if she was that important to you, giving you your first guitar? Must be cuz she got a good deal.
Always found ms Bragg her to be an annoying self-promoter when crossing her path in town.
Nostrums for sale.
Wait. Can you be an “alum” of a High School if you dropped out after your freshman year and then got your GED?
This is a lot of hoopla for vinegar.
Who cares what celebrities spend their money on? I don’t.
Then why do you bother to read it and complain?
Bragg’s Liquid Aminos. Yummy yum yum. I use that in place of soy sauce. The other day I whipped up a terrific Garlic Pepper Tofu dish and used Braggs. Much healthier and super tasty. Too late to buy stock?