Central Coast health food pioneer who popularized apple cider vinegar dead at 94

Patricia Bragg, the eccentric face of apple cider vinegar and an array of other popular health food products who emerged as one of the early mainstream nutrition pioneers in popular culture, died on Thursday in Goleta. She was 94.

“Patricia was a true visionary who transformed the lives of millions through her work in health & wellness education and nearly five decades as our company’s CEO,” according to the Bragg Instagram page. “She was a mentor, a friend, and a groundbreaking woman in wellness. Her legacy lives on in our mission to help everyone live more vibrantly every day.”

Bragg took over a company that Paul Bragg founded in 1912. Patricia Bragg was married to Paul Bragg’s son, and when they divorced, Patricia became Paul’s adopted daughter. She took over the company 65 years ago.

Recently, pop star Katy Perry and others became partners in the business.

Perry, a former Goleta resident who attended Dos Pueblos High School, posted to Instagram on Thursday night: “Thank you and God. Bless you friend.”

Actor Orlando Bloom, Perry’s significant other, also made a post to the Bragg Instagram page.

“Legends never die,” he wrote.

Bragg Live Food Products was acquired by an investor group led by private equity firm Swander Pace Capital in 2019.

In addition to Swander Pace, according to a news release at the time, investment firm Dragoneer Investment Group, Perry and Bloom, and Pressed Juicery founder Hayden Slater also invested in the company.

In addition to marketing apple cider vinegar, the company produced liquid amino acids, olive oils and vinaigrettes. For a time, the company also sold books and merchandise.

Patricia Bragg got her start assisting in Paul Bragg’s health store in the late 1950s. She became the CEO in the 1970s.

Bragg, born Patricia Pendleton in Oakland, once appeared in an episode of the television series “Hawaii Five-0” titled “Ua Helele’i Ka Hoku (Fallen Star).”

After selling the company, in 2019 she formed the Patricia and Paul Bragg Foundation.

“Our hope is that the legacy of Patricia and Paul will continue to inspire and support those who have dedicated their lives to improving the world around them,” according to the website. “The foundation provides thoughtful and purposeful funding to nonprofit organizations aligned with the Foundation’s mission and committed to positive change.”

During the company’s prime, Bragg frequently gave speeches and talks promoting her products and the importance of a healthy lifestyle. Among her sayings, from her website: “What you sow in one period of your life, you reap in another. … You will be happier and healthier if you make a conscious effort.”