spool selectEd as pr aor for bragg

Bragg Live Foods Selects Spool as Public Relations Agency of Record

Bragg Live Foods, the pioneering wellness brand best known for its legacy in apple cider vinegar and plant-forward nutrition, has named Spool as its public relations agency of record following a competitive review.

Under the partnership, Spool will lead Bragg’s earned media strategy, supporting the brand’s efforts to reinforce its positioning and leadership in the modern health and wellness landscape. The work will focus on elevating Bragg’s long-standing heritage while helping the brand connect with today’s wellness-minded consumers, experts and industry stakeholders through thoughtful, credible storytelling.

“Bragg has a remarkable legacy and a clear point of view rooted in wellness, integrity and long-term health,” said Matt Smith, senior vice president of marketing at Bragg Live Foods. “As we enter a pivotal year for the brand, we were seeking a partner with true category expertise and the ability to navigate both the modern wellness landscape and a fractured media environment. Spool stood out for its deep category expertise, sharp cultural intelligence and disciplined strategic approach, showing how earned media can go beyond awareness to build lasting authority, credibility and trust.”

The Spool team will be led by Jimmy Szczepanek, senior head of brand and communications strategy, whose career spans nearly three decades across food, CPG, agriculture and corporate reputation. Szczepanek has advised global and category-defining brands on earned media, thought leadership and issues management, with a focus on translating complex science and business priorities into clear, trustworthy narratives.

“Bragg is one of the original wellness brands, long before wellness became a trend,” said Catherine Merritt, founder and CEO of Spool. “What drew us to this partnership is the opportunity to help Bragg reinforce its earned authority in a way that feels both timeless and relevant. This is about protecting trust, deepening credibility and ensuring Bragg’s story is told with the nuance and respect it deserves.”

The engagement began December 2025 and will proceed through 2026.

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About Bragg 

Founded in 1912 by renowned health advocate and pioneer Paul Bragg, Bragg Live Food Products, Inc. is one of the oldest independent natural food companies in the United States. With a mission to encourage a vibrant, healthy lifestyle, Bragg products provide a dose of wellness wisdom that customers have come to depend on for over a century. Beyond their famous Apple Cider Vinegar, Bragg's product family consists of a wide range of offerings, including olive oil, nutritional yeast, salad dressings, beverages, supplements and more. Bragg products are available for purchase at natural food stores, grocery and mass market locations, major online retailers and Bragg.com.

About Spool

Founded in 2018, Spool is a pioneering independent PR and earned-first creative agency built to challenge the traditional agency model and established ahead of the pandemic-era shift toward smaller, expert-led firms. Spool partners with challenger and legacy brands across food, wellness, CPG and consumer lifestyle, helping them navigate complex, highly scrutinized categories through culture-led storytelling, disciplined strategy and measurable earned media impact. In addition to its marketing and creative services, Spool is also an active investor through its investment arm, Spool Ventures, with investments in more than 70 startups across food technology, sustainability, retail and AI, and a focused commitment to impact investing in underrepresented founders developing scalable solutions to modern consumer, supply chain and environmental challenges.