Paul Bragg & The Rise of Apple Cider Vinegar

Deceptions

Michael Hobbes and Aubrey Gordon unravel the tangled web of falsehoods surrounding Paul and Patricia Bragg. They reveal that Patricia, often referred to Paul as her father, was actually his daughter-in-law, having married his son, Robert E. Bragg 1. This revelation is just one of many misleading claims made by the Braggs. Paul Bragg's own narrative is equally deceptive, with fabricated details about his age and background, including a false claim of being born in 1881 and participating in the 1908 Olympics at age twelve 2.

The catch here is, in fact, almost none of what I just told you is true. There is no evidence that Paul Bragg had a sister named Louise. He did not grow up in a farm in Virginia. He grew up in DC.

--- Aubrey Gordon

These fabrications served to bolster their health and wellness empire, built on shaky foundations.

   

Origins

The origins of Bragg Health Foods are steeped in myth, with Paul Bragg's self-proclaimed recovery from tuberculosis serving as a cornerstone of his health philosophy. He claimed to have healed himself through natural foods and exercise, a narrative that positioned him as a pioneer in the health movement 3. The company, Bragg Live Foods, became a staple in the natural foods industry, known for its distinctive yellow labels and products like apple cider vinegar and nutritional yeast 4.

Crippled by tuberculosis, as a teenager, Bragg developed his own eating, breathing, and exercising program to rebuild his body into an ageless, tireless, pain free citadel of glowing super health.

--- Michael Hobbes

Despite its small size, the brand has a significant impact, beloved by its niche audience.

   

Family

The Bragg family dynamics are as complex as their business history. Patricia Bragg, who took over the company, was not biologically related to Paul Bragg but was deeply involved in perpetuating his legacy 1. Her eccentric persona and adherence to her father's teachings, despite their dubious origins, shaped the company's public image.

She famously hates swearing, and she loves to tell this story about how she fired someone for swearing on the job.

--- Aubrey Gordon

Patricia's colorful character and commitment to the Bragg brand continued until she sold the company in 2019, marking the end of an era for the family-run business 5.