Bragg

Bragg Live Food, or commonly known as Bragg, is a health food brand from the United States, founded in 1912 AD by Paul Bragg, a renowned health advocate and author of the 20th century. Today, Rimping Supermarket will take you on a deep dive into the story of this iconic brand.

Starting with Personal Inspiration: Paul Bragg's Health Discovery (1900s - 1912 AD)

The story of Bragg began over a century ago. As a teenager, Paul Bragg suffered from a difficult-to-treat case of tuberculosis. However, through sheer discipline, he developed a personal wellness program involving diet, breathing exercises, and physical activity to enhance his health. This led to his recovery from tuberculosis. Consequently, he dedicated himself to sharing his knowledge of food and health with people worldwide.

Realizing that health is life's greatest asset, Bragg seriously began writing health articles and advocating for wellness. He served as a health and fitness consultant for many celebrities, including leading Olympic athletes, such as four-time Olympic swimming gold medalist Murray Rose and three-time Olympic gold medalist Betty Cuthbert from Australia.

In 1912, Bragg opened the first health food store in Los Angeles, USA, named Bragg's Health Food Store, to encourage people to achieve good health through food. Yet, his vision for health didn't end there.

The Birth of Bragg Live Foods: Apple Cider Vinegar and Education (1912 - 1976 AD)

Bragg founded his company under the name Bragg Live Foods to sell various health products. The company's first product was Apple Cider Vinegar, made from organic, unfiltered, and unpasteurized apples. During the same period, he also began writing the book Apple Cider Vinegar Miracle Health System, a book about the benefits of Apple Cider Vinegar that sold over 9 million copies worldwide.

Bragg once stated, To have better health and greater happiness, start with what we put into our bodies.

Later, Bragg introduced many new products, such as salad dressings, olive oil, herbal seasoning blends, Liquid Aminos (a sauce derived from soybean protein), and various nutritional supplements like Nutritional Yeast and True Energy ACV Supplement.

However, Bragg's primary mission wasn't just to sell products. He also educated consumers about health principles. He traveled across the United States to advocate for health, both in terms of diet and exercise. This widespread promotion led to his products gaining popularity.

The Patricia Bragg Era and Continuous Growth (1976 - Present)

In 1976, following the passing of Paul Bragg at the age of 81, his adopted daughter, Patricia Bragg, took over as leader and continued the company's mission. With unwavering passion and dedication, Patricia followed in her father's footsteps, continuing to advocate for health and expanding the product line to be more comprehensive, including organic and gluten-free products, to meet the changing demands of health-conscious consumers.

Patricia often traveled globally to promote healthy lifestyles and advertised products through various television and radio programs. Not only that, but she also published health books, which became highly popular, making her an internationally renowned figure.

Every time she appeared on a show, Patricia would always say, You are what you eat, what you drink, what you breathe, what you think, what you say, and what you do, which simply means that our current selves are the product of everything we do for our body and mind.

Today, Bragg remains a leading brand in the health food industry, offering a wide range of products. However, the product that has remained popular for over 100 years is Apple Cider Vinegar. The popularity of this Apple Cider has attracted famous singers and actors like Katy Perry and Orlando Bloom to invest in the company. Katy Perry stated that she grew up with Bragg's products, especially Apple Cider Vinegar, which has been one of the things that helped maintain her health in her singing career.

Currently, Bragg is managed by a group of investors who acquired the business, led by Swander Pace Capital (SPC), a leading firm specializing in consumer product investments, and Dragoneer Investment Group (Dragoneer), with Katy Perry and Orlando Bloom as co-investors, following Patricia Bragg's passing on August 10, 2023, at the age of 94.