Santa Barbara, CA—Bragg Live Food Products shared the news that Patricia Bragg has passed away peacefully at her home in Goleta, California. She was 94.

Born Patricia Pendleton on April 29, 1929, Patricia became part of the Bragg family in 1952 through her marriage to Robert C. Bragg, son of  Bragg Live Food Products founder Paul C. Bragg. The marriage did not last, but Patricia and Paul formed a business partnership They co-hosted live lectures and radio broadcasts, appeared on their own “Health and Happiness” television show, and co-authored books promoting health-conscious lifestyle choices. Paul and Patricia established Bragg as a leading natural consumer packaged goods brand, popularizing apple cider vinegar.

Patricia took the reins of Bragg Live Foods in the 1970s, serving as Chief Executive Officer. As CEO, she diversified the product line and introduced numerous best-sellers that remain flagship products today, including Apple Cider Vinegar with Honey, Nutritional Yeast, seasoning and Apple Cider Vinegar Drinks, the company shared. 

Patricia was known as an enthusiastic environmentalist and groundbreaking woman in wellness as she encouraged people to fortify their minds and bodies through intermittent fasting, breathwork, and recipes centered around heart-healthy and vegetarian dishes. She was also known for her joyful nature and colorful wardrobe. People were drawn to her—at Natural Products Expos, fans would gather around her for photos and autographs, and she would attract fans as she danced down the streets of Santa Barbara in the annual Earth Day parade in a pink cowboy hat adorned with multicolored flowers. In 2016, Patricia, dressed in that signature style, shared her secrets to longevity with WholeFoods Magazine.

Patricia retired as CEO in 2019, just before her 90th birthday. The company, which was founded in 1912, was 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 (who shared company's goals with WholeFoods Magazine in 2019), actor Orlando Bloom, and Hayden Slater, the founder of Pressed Juicery. Patricia, in her signature cowboy hat, still graces the labels of Bragg Live Foods products. 

In addition to her work in the natural products industry, Patricia was an avid benefactor of her Santa Barbara community, where she supported local food pantries, animal shelters, and wildlife preservation efforts, in addition to naturopathic and nutrition educational efforts, according to the company.

Remembering a pioneer

Ann Louise Gittleman, CNS, Ph.D., award winning New York Times multiple author, shared her memories of Patricia with WholeFoods Magazine: "Patricia Bragg  was truly one of the 'greats' in the health food and wellness industry. As a health pioneer, she was a walking encyclopedia on the history  of our industry, and could recall in striking detail how her father inspired R.I. Rodale, Trader Joe's and even Jack LaLanne. She leaves behind a  formidable legacy of nutrition books and products, including the gift of apple cider vinegar. May her memory be a blessing."

WholeFoods Magazine Publisher and VP of Media Heather Wainer reflected on her time with Patricia: "I was lucky enough to meet  Patricia early on in my career. At every Expo, I made sure to find her and get a hug. Not surprisingly, I had to fight my way through all of her admirers. We were fortunate enough to have Patricia do a few book signings at our booth. The stories that were shared made me realize that this tiny woman had such a huge impact on so many people, not just me. Patricia definitely paved the way for more female leaders in the industry. I am very thankful for that. I am saddened to hear of her passing, but I am honored and blessed to have known her for all of these years, and will cherish the memories."

"Our team at Bragg Live Foods will forever be in awe of Patricia and her profound legacy of transforming the lives of millions through natural health and wellbeing,” shared Bragg Live Foods’ current Chief Executive Officer, Linda Boardman, in the company's announcement of Patricia's passing. “As we continue her mission to spread wellness wisdom and help individuals live their happiest and healthiest lives, we're extremely grateful for the strong foundation she built through determination and persistence. At Bragg Live Foods, we will continue to expand upon our product assortment and educational resources to help people nourish their bodies with the same sense of passion and commitment to quality that Patricia so admirably embodied.”

Longtime associate, friend and Bragg board member, Lesley Tippitt shared: “Patricia was a fearless leader, a pioneer in the Natural Foods Industry and way ahead of her time. She was a true advocate for people taking charge of their own health and wellbeing, and she was called to bring that message to the world. She shared the message of health with anyone she encountered, changing countless lives globally.”

Andrew Richards, Bragg’s Chairman of the Board of Directors and Founder & CEO of Swander Pace Capital, shared: “Patricia Bragg was one of the original visionaries of the natural and organic food industry. Everyone she met was touched by her passion for health and positivity. Bragg Live Foods will continue to honor her work as a steward of her amazing legacy. She was a remarkable woman.”

This memoriam will be updated with more tributes to Patricia Bragg.