Who Owns Bragg Live Food Products: Top Shareholders

When people ask who owns Bragg, they’re often curious about the iconic apple cider vinegar brand seen in kitchens and health stores worldwide. Bragg Live Food Products has evolved from a small family wellness business into a global natural foods leader. Its ownership story reflects both its legacy roots and a modern investor-backed future.

Key Takeaways

• Swander Pace Capital is the controlling shareholder of Bragg Live Food Products, holding around 45% of the company and overseeing major strategic and operational decisions.
• Dragoneer Investment Group and other institutional investors hold significant minority stakes, contributing to financial backing and growth support.
• Celebrity investors like Katy Perry and Orlando Bloom own small stakes, serving as brand ambassadors and enhancing Bragg’s global visibility.
• The Patricia Bragg Estate retains a symbolic stake, preserving the company’s legacy while professional management drives expansion and innovation.

Bragg Live Food Products Company Profile

Bragg Live Food Products is a U.S.-based natural and wellness food company known especially for its apple cider vinegar and related health products. It operates under the ethos of “live foods” — focusing on unfiltered, organic, nutrient-driven offerings.

In 2024, Bragg officially became a certified B Corporation, reflecting a commitment to social, environmental, and governance standards.

The company is headquartered in California (Santa Barbara area) and sells through natural foods stores, supermarkets, mass-market retailers, and e-commerce platforms both in the U.S. and internationally.

In the wellness space, Bragg is expanding beyond its core vinegar line into ready-to-drink beverages and supplement formats, aiming to capture consumers who prefer convenient formats rather than raw vinegar.

Founder

Bragg was founded in 1912 by Paul C. Bragg.

He was a health advocate, writer, and promoter of what he regarded as natural and wholesome living practices. He opened one of America’s early health food stores and began developing products such as organic apple cider vinegar to accompany his health teachings.

Later, Patricia Bragg — Paul Bragg’s adopted daughter (and previously his daughter-in-law) — became deeply involved in the business. She gradually assumed leadership responsibilities and became the public face of Bragg’s wellness message.

Over decades, she built and sustained Bragg’s reputation in health circles.

Patricia Bragg passed away in 2023, marking the end of an era in Bragg’s family stewardship. After her death, the brand continues under investor-backed management, though her legacy remains central to Bragg’s brand identity.

Major Milestones

• 1912 – Paul C. Bragg founded Bragg Live Food Products in California, creating one of America’s earliest health food companies. His mission was to promote natural nutrition, fasting, and organic living through educational lectures and products.
• 1920s – Paul Bragg opened what is believed to be the first health food store in Los Angeles and began selling apple cider vinegar and natural food products. His early radio health programs helped popularize wellness concepts decades before they became mainstream.
• 1930s–1940s – Bragg expanded nationally through lectures, books, and retail distribution, becoming a pioneering voice in the health and nutrition movement.
• 1950s – The company introduced Bragg Liquid Aminos, one of the first soy-based seasoning alternatives to traditional soy sauce, which became a staple among vegetarians and vegans.
• 1960s – Bragg products gained traction in the natural foods industry amid the rise of health-conscious lifestyles in the U.S. Paul Bragg’s writings and seminars reached large audiences across America.
• 1976 – After Paul Bragg’s passing, Patricia Bragg officially took over the business, becoming the face of Bragg Live Food Products. She rebranded and modernized the line while continuing to promote natural living.
• 1980s–1990s – Patricia Bragg expanded Bragg’s presence globally, distributing in over 30 countries. The brand solidified its leadership in organic apple cider vinegar, health tonics, and nutritional supplements.
• 2000s – Bragg experienced a surge in popularity as the global health and wellness movement grew. The company revamped its packaging, enhanced organic certifications, and built a stronger retail footprint across major grocery chains.
• 2013 – Bragg’s full line of apple cider vinegar and related products received USDA Organic certification through CCOF, aligning with modern clean-label standards.
• 2016 – Bragg’s apple cider vinegar went viral through social media and celebrity endorsements, boosting sales and attracting a new generation of consumers focused on natural health remedies.
• 2019 – A major turning point: Bragg was acquired by an investor group led by Swander Pace Capital, joined by Dragoneer Investment Group, Katy Perry, Orlando Bloom, and Hayden Slater (founder of Pressed Juicery). This marked the company’s first shift from family to private equity ownership.
• 2020 – Bragg modernized its packaging and branding under new leadership while expanding into functional beverages and wellness shots.
• 2021 – The company launched new product innovations, including apple cider vinegar refreshers, prebiotic drinks, and enhanced blends featuring turmeric and ginger.
• 2022 – Linda Boardman was appointed CEO, bringing experience from the natural and organic food sector. Her leadership emphasized scaling innovation and sustainability initiatives.
• 2023 – Patricia Bragg passed away at the age of 94, closing a century-long family chapter but leaving behind a powerful legacy of natural wellness advocacy.
• 2024 – Bragg achieved B Corporation certification, underscoring its commitment to environmental stewardship, ethical business practices, and community health. Reports emerged that the company was exploring a sale with a potential valuation exceeding $500 million, supported by an estimated $50 million EBITDA.
• 2025 – Bragg continues to expand its ready-to-drink wellness beverage lines and supplement offerings. The company strengthens its global reach and remains one of the most recognized names in natural and organic health products.

Who Owns Bragg: Largest Shareholders and Investors

Bragg’s ownership moved away from purely family control when, in 2019, a group of investors led by private equity took over.

As of October 2025, control is more distributed among institutional investors, celebrity co-investors, and perhaps legacy family ties. The lead investor sets the strategy direction, while minority shareholders and board members influence decisions.

Below is a list of the major shareholders and investors of Bragg as of October 2025:

Swander Pace Capital — Controlling Owner (45%)

Swander Pace Capital is the primary owner of Bragg, holding around 45% of the company’s total equity. The private equity firm spearheaded Bragg’s buyout in 2019 and continues to oversee its operations and board governance. With this majority stake, Swander Pace exercises significant control over company direction, product strategy, and leadership appointments. Its focus has been to expand Bragg’s footprint in global wellness markets while maintaining the authenticity that made the brand iconic.

Dragoneer Investment Group — Major Minority Shareholder (15%)

Dragoneer Investment Group owns approximately 15% of Bragg. As a leading growth investment firm, Dragoneer plays a vital role in scaling the company’s retail distribution, product innovation, and e-commerce growth. While it does not control company decisions, it holds influence in strategic and financial planning. Dragoneer’s experience with consumer-focused brands helps Bragg pursue expansion across new health product categories and global markets.

Katy Perry — Celebrity Partner and Brand Advocate (3%)

Pop star and wellness advocate Katy Perry owns roughly 3% of Bragg. She joined the ownership group during the 2019 acquisition, motivated by her long-standing connection to Bragg’s apple cider vinegar and natural health products. Though not involved in daily management, Perry serves as a key brand ambassador. Her influence extends to marketing and public engagement, helping Bragg maintain a vibrant, youthful, and socially conscious brand image.

Orlando Bloom — Celebrity Co-Investor (2%)

Actor Orlando Bloom holds an estimated 2% stake in Bragg. His investment, alongside Katy Perry’s, was part of the 2019 ownership restructuring. Bloom contributes mainly through brand association, aligning Bragg with wellness, sustainability, and active living. While his ownership is relatively small, his presence strengthens Bragg’s cultural reach and media visibility, particularly among global audiences.

Hayden Slater — Strategic Advisor and Investor (3%)

Hayden Slater, the founder of Pressed Juicery, owns around 3% of Bragg. As a strategic investor, Slater’s input extends to product development and health-focused innovation. His expertise in the cold-pressed juice and clean-label markets has been instrumental in guiding Bragg’s new product lines and beverage innovations. He collaborates closely with management on portfolio diversification and brand positioning.

Ares Capital / Institutional Partner — Financial Backer (5%)

Ares Capital, along with affiliated institutional investors, collectively holds about 5% of Bragg. These investors typically provide growth financing, supporting Bragg’s expansion into new markets and ensuring capital stability. Their role is largely financial rather than operational, though they may hold convertible or preferred equity rights. Ares’ involvement has helped maintain Bragg’s liquidity and competitive edge in the health and nutrition sector.

Other Institutional and Silent Investors — Passive Minority Holders (5%)

A group of smaller investors, including private equity funds, family offices, and silent partners, own a combined 5% of Bragg. These stakeholders are primarily passive, offering capital injections and long-term financial backing. They play a limited role in governance but support Bragg’s overall valuation and global brand growth.

Patricia Bragg Estate and Family Trust — Legacy Holder (2%)

The Patricia Bragg Estate retains around 2% of Bragg’s ownership. After the 2019 sale, Patricia Bragg kept a symbolic stake in the company to preserve her family’s legacy. Following her passing in 2023, her shares remain under family trust management. Though small in percentage, this stake holds historical importance, maintaining the link between the original founders and the modern Bragg brand.

Minor Strategic and Celebrity Partners — Advisory and Marketing Role (0.5%)

Bragg also includes a few minor equity holders, collectively owning about 0.5% of the company. These consist of wellness influencers, nutrition experts, and strategic brand collaborators who contribute to Bragg’s visibility in the natural health industry. Their stakes are typically granted as incentive equity for partnership or promotional roles rather than direct investment.

Who is the CEO of Bragg Live Food Products?

In 2025, Linda Boardman holds the position of Chief Executive Officer of Bragg Live Food Products. She is the first non-Bragg family member to lead the company under its modern investor-backed structure. Her leadership marks a new era of growth, brand evolution, and operational scaling.

Background & Career Path

Before becoming CEO, Linda Boardman built deep experience in the natural/organic food arena. She served as president of Branch Brook Holdings, a partnership investing in specialty and natural food brands. Earlier, she led Applegate Farms and held senior roles in Whole Foods Market, including oversight of its private label (365) business. Her academic foundation includes a degree in economics from Harvard and business studies at Boston University.

CEO Since 2019 & Transition from Family Leadership

Linda Boardman joined Bragg as CEO around 2019, coinciding with the investor group’s acquisition. Prior to that, Patricia Bragg had led the company (as CEO) for decades. With the 2019 transition, Boardman took over daily operational control while preserving much of the brand’s heritage and core values. Her appointment symbolized Bragg’s shift from family stewardship to professional management.

Leadership Style & Strategic Focus

Boardman’s leadership is mission-oriented and growth-minded. She balances preserving Bragg’s legacy with new innovation. Under her tenure, the company has:

• Introduced new formats (e.g. apple cider vinegar shots and supplement lines) to reach consumers seeking convenience.
• Embraced the B Corporation certification to strengthen social and environmental credibility.
• Focused on marketing, branding, and expanding retail distribution while retaining the “live food” essence.
• Fostered an inclusive, collaborative culture that emphasizes transparency and values alignment across teams.

Her style is less about top-down control and more about setting ambitious goals, empowering teams, and embedding sustainability into business decisions.

Past CEOs & Transition Timeline

• Paul C. Bragg (Founder): From the start in 1912, Paul laid the foundations of the brand and health philosophy.
• Patricia Bragg: She assumed executive leadership in the mid-20th century and led the company through many decades, becoming the long-standing face of Bragg and guiding its expansion.
• Linda Boardman: Since about 2019, she leads the company under investor ownership, steering growth and modernization while respecting Bragg’s heritage.

Decision-Making Structure & CEO Accountability

Though Linda is CEO, she operates within a governance framework that balances investor oversight, board authority, and executive autonomy. The major shareholders (especially Swander Pace Capital) and board members set strategic priorities, review performance, and approve major investments. Within that framework, Boardman and her executive team are accountable for day-to-day execution, product development, marketing, operations, and financial management.

Bragg Annual Revenue and Net Worth

As of October 2025, Bragg Live Food Products demonstrates strong financial performance, reflecting its transformation from a family-run wellness brand into a modern, investor-backed global business. The company’s annual revenue for 2025 is estimated to be $250 million, while its net worth (equity value) is approximately $500 million.

Below is an overview of the historical revenue and net worth of Bragg from 2015-25:

Revenue

Bragg’s revenue has grown steadily over the past decade, rising from approximately $80 million in 2015 to $250 million in 2025. This growth has been fueled by several factors. The company expanded its retail presence domestically and internationally, reaching more health-conscious consumers. Product diversification has also played a key role, with the addition of ready-to-drink apple cider vinegar beverages, functional wellness shots, and nutritional supplements complementing the flagship apple cider vinegar line.

E-commerce channels have become a significant revenue driver, helping Bragg reach customers worldwide. Additionally, the brand’s celebrity partnerships and strategic marketing initiatives have boosted visibility, driving higher sales and brand recognition. The result is a consistent upward trajectory in revenue, supporting profitability and investor confidence.

Revenue trends show that Bragg has successfully balanced premium pricing and brand value with growing consumer demand for natural and organic health products. This consistent growth underlines the company’s position as a leading wellness brand globally.

Net Worth

Bragg’s net worth in 2025 is estimated at $500 million, reflecting both the company’s revenue growth and strategic positioning in the natural health industry. The valuation is driven by strong brand equity, profitable operations, and investor confidence. Following the 2019 acquisition by Swander Pace Capital, Bragg’s valuation increased substantially as operational efficiencies, product expansion, and global market entry accelerated.

The company’s EBITDA and revenue growth support premium valuation multiples. Analysts suggest that continued innovation and international expansion could further enhance Bragg’s net worth in the coming years.

Steady Growth and Expansion

Bragg’s journey over the past decade has been marked by steady and strategic growth. From 2015 to 2025, the company’s revenue has grown from roughly $80 million to $250 million, showcasing an impressive upward trajectory. This growth has been fueled by rising global demand for natural products, increased e-commerce presence, and the introduction of new health beverages and supplements.

The company’s strong financial performance has also been supported by its diversified product portfolio—ranging from its flagship apple cider vinegar to newer product lines such as functional beverages and wellness shots. Bragg’s ability to adapt to changing consumer preferences has positioned it as one of the most trusted and profitable names in the global natural health market.

Brands Owned by Bragg Live Food Products

Bragg Live Food Products has grown far beyond its original apple cider vinegar business, building a diversified portfolio of health-focused brands and entities. As of 2025, the company owns and operates a range of product lines, including functional beverages, nutritional supplements, superfood blends, and culinary products.

Below is a list of the major brands owned by Bragg Live Food Products as of October 2025:

Bragg Organic Apple Cider Vinegar

Bragg’s flagship product line, Organic Apple Cider Vinegar, remains the cornerstone of the brand. This line includes raw, unfiltered, and unpasteurized apple cider vinegar with “the mother,” marketed as a natural health supplement. The brand has expanded beyond the classic vinegar into liquid, capsules, and gummies, catering to modern wellness trends. It continues to dominate global distribution channels, from supermarkets to e-commerce platforms.

Bragg Liquid Aminos

Bragg Liquid Aminos is a plant-based seasoning made from soy protein. This product targets consumers seeking a gluten-free, non-GMO alternative to traditional soy sauce. Bragg has positioned this product as both a culinary ingredient and a health-conscious seasoning, supported by educational campaigns highlighting amino acid benefits.

Bragg Organic Apple Cider Vinegar Gummies

The Apple Cider Vinegar Gummies are a newer innovation designed to appeal to convenience-oriented consumers who prefer easy-to-consume forms of apple cider vinegar. Launched in 2021, this line leverages the brand’s heritage while adapting to trends in functional foods. Gummies have become a high-volume revenue contributor and are distributed widely across retail and digital channels.

Bragg Superfood Blends

Superfood Blends include a variety of powders and liquid formulations combining apple cider vinegar with natural ingredients such as turmeric, ginger, cayenne, and herbal extracts. These products target the wellness and immune-support segments, particularly consumers looking for functional beverages. The blends reinforce Bragg’s positioning as a holistic health brand.

Bragg Protein & Nutritional Supplements

Bragg’s protein and supplement line includes plant-based protein powders, wellness capsules, and multivitamins incorporating apple cider vinegar and other natural ingredients. These products support the company’s diversification strategy, enabling entry into the growing nutraceutical and fitness markets while leveraging the core apple cider vinegar branding.

Bragg Live Foods International

Bragg operates Bragg Live Foods International, a business entity handling export, distribution, and licensing for overseas markets. This entity manages partnerships and supply chains in Europe, Asia, and the Middle East, helping the company expand its footprint in natural health and organic food segments worldwide.

Bragg Functional Beverages

The Functional Beverages line includes ready-to-drink apple cider vinegar shots, wellness elixirs, and pre-mixed health tonics. Launched in 2020–2022, these products target on-the-go consumers and capitalize on trends in functional and convenience-focused drinks. This entity operates under Bragg’s own manufacturing and distribution network to maintain quality standards.

Bragg Culinary & Lifestyle Products

This line encompasses branded condiments, marinades, and cooking essentials, all leveraging Bragg’s reputation for health-conscious products. Items include organic dressings, vinegars, seasoning blends, and non-soy sauces. Bragg manages these products internally to maintain ingredient quality, non-GMO certification, and brand consistency.

Bragg E-Commerce and Direct-to-Consumer Platform

Bragg owns and operates its direct-to-consumer e-commerce platform, which sells the full product range worldwide. This platform supports subscription models, bundle offerings, and international shipping. It has become a critical revenue channel, allowing Bragg to engage directly with consumers, control margins, and gather data for product innovation and marketing.

Bragg Educational & Wellness Initiatives

Under its own corporate entities, Bragg also operates educational and wellness initiatives, including recipe platforms, health blogs, and brand-led wellness campaigns. These initiatives strengthen brand loyalty, encourage product usage, and position Bragg as a thought leader in the natural health sector.

Final Words

Understanding who owns Bragg today highlights how the company has evolved from a family-run apple cider vinegar business into a leading global wellness brand. Bragg combines its rich heritage with innovative products, celebrity partnerships, and international reach.

Under professional leadership and investor guidance, Bragg continues to expand while staying true to its commitment to natural, high-quality offerings. Its diverse portfolio—including apple cider vinegar, functional beverages, supplements, and superfood blends—ensures Bragg remains a trusted and influential name in the health and wellness industry.

FAQs

Who owns the Bragg company?

Bragg Live Food Products is primarily owned by Swander Pace Capital, a private equity firm holding approximately 45% of the company. Minority stakes are held by Dragoneer Investment Group, institutional investors, and strategic celebrity partners. The ownership structure blends professional management with legacy family influence.

Who owns Bragg Food Products?

The food products under the Bragg brand are owned and operated directly by Bragg Live Food Products, with oversight from its investors and executive leadership. The company manages all manufacturing, distribution, and branding in-house.

Who bought Bragg’s?

Swander Pace Capital led the acquisition of Bragg in 2019, transitioning it from a family-owned business into a professionally managed, investor-backed wellness brand.

Does Katy Perry own Bragg?

Yes, Katy Perry owns a small stake of approximately 3% in Bragg Live Food Products. She acts as a brand ambassador and promotes the company through wellness campaigns.

When was Bragg’s sold?

Bragg was sold in 2019 to a consortium led by Swander Pace Capital, marking the company’s transition from family ownership to investor-backed management.

Does Bill Gates own Bragg’s Company?

No, Bill Gates does not own Bragg. Ownership is primarily with Swander Pace Capital, minority investors, and select celebrity partners.

What celebrity bought Bragg’s?

Katy Perry and Orlando Bloom are notable celebrity investors in Bragg. They hold small equity stakes and contribute to brand visibility and marketing influence.

Where does Bragg’s get its apples?

Bragg sources apples for its products from organic farms in the United States, emphasizing non-GMO, sustainably grown produce. The company maintains strict quality control to ensure the apples meet its “live food” and natural health standards.