Tractor Beverage Company, a farmer-founded, employee-owned brand behind the first and only USDA certified organic beverages served at scale in U.S. foodservice, announced its first retail product: Haymaker, a USDA certified organic, apple cider vinegar-based sparkling tonic inspired by the original farmer’s drink. Beginning January 2026, Sprouts Farmers Market will launch Haymaker exclusively in the US, marking Tractor’s entry into retail and extending the momentum of one of foodservice’s fastest-growing brands.

“Tractor’s growth has always been driven by doing things our way – building through foodservice, staying committed to organics, and letting the brand grow strong,” said Kevin Sherman, Chief Executive Officer, Tractor Beverage Company. “Retail wasn’t something we had our sights set on or rushed into. We knew this move would only make sense if we could do it in a way that stayed true to our heritage and soil-and-soul ethos. Haymaker is the perfect expression of that. It’s inspired by the farmers who came before us, crafted with ingredients that come from living soil, and made to bring a little soul into everyday life. Bringing it to shelves with Sprouts, a retailer that shares our values and commitment to making organics accessible to all, makes this moment feel exactly right.”

Reaching profitability this year proves the strength of Tractor’s foodservice-first, “business as unusual” model, which has fueled steady expansion across the country. Today, Tractor pours its USDA certified organic, flavour-forward beverages at more than 10,000 locations, including restaurants like Chipotle, hospitals, colleges and universities, corporate campuses, and major entertainment venues through its partnership with AEG, the world’s leading sports and live entertainment company. This growth reflects rising consumer demand for organic, low-sugar, mission-driven products, and clears the way for Tractor’s move into a direct-to-consumer, cans-in-hands model.

Sprouts Farmers Market, long recognised for its leadership in natural and better-for-you offerings, will be the first retailer to carry Haymaker in the US. The partnership reflects rising consumer demand for functional tonics, non-alcoholic options and values-led brands with transparency at their core.

Haymaker revives a centuries-old farmer’s tonic traditionally made with apple cider vinegar, ginger, and citrus – a drink created to refresh and sustain long days in the field. Tractor’s modern interpretation brings that heritage forward with four bright, bold flavours: Apricot Peach, Citrus Ginger, Dragon Berry, and Passion Mango – each made with a full tablespoon of apple cider vinegar and only five grams of sugar.

From the beginning, Tractor has worked to strengthen the organic food system, prioritising farmer relationships, soil health and total transparency. The company created the Organic Impact Tracker to measure the environmental benefits of its efforts and, through the Farmhand Foundation and its 1 % for the Planet commitment, it helps support farmers in their journeys towards organic practices. These efforts reflect Tractor’s belief that better beverages start with better agriculture, and a responsibility to invest directly in the people and ecosystem that make it possible.

Grounded in a shared commitment to organics, transparency and farmers, Tractor and Spouts are aligned in both mission and mindset. Haymaker brings that vision to grocery shelves, offering shoppers a beverage built on real ingredients and real values.

Bragg Live Food Products, Inc., a century-old brand in the US that brought Apple Cider Vinegar (ACV) into the wellness mainstream, is raising the bar once again with the launch of its newest innovation: Bragg^® Pineapple Turmeric Apple Cider Vinegar Blend. Launching online at Bragg.com and on Amazon today, this vibrant new variety of ACV offers a bold, sweet and tangy twist on the iconic original. It’s perfect for the health-conscious consumer looking for a new flavour option to mix up their daily wellness routine or round out their favorite recipe with a bold new flair.

Crafted with Bragg’s signature organic, raw, unfiltered ACV, the Pineapple Turmeric ACV Blend infuses the zesty wellness staple with the tropical brightness of organic pineapple and the earthy, functional benefits of turmeric, a spice widely recognised for its digestive support. The result is a unique and delicious way to enjoy all the benefits of ACV, including 750 mg of acetic acid per serving and Bragg’s legendary naturally fermented ‘Mother’ in a flavour-forward formula designed to energise and inspire.

“At Bragg, innovation is rooted in a deep understanding of how today’s consumers define wellness – and, increasingly, that includes products that deliver both function and taste,” said Rona Williams, Senior Director of Strategic Innovation at Bragg. “According to recent trends, over 70 % of consumers say they’re more likely to stick to a wellness routine when it tastes good, and tropical flavours like pineapple are seeing double-digit growth in functional beverages. Our new Pineapple Turmeric ACV Blend meets this moment: a bold, tropical twist on our iconic Apple Cider Vinegar that delivers wellness benefits with a craveable flavour experience.”

The new Pineapple Turmeric ACV Blend is the latest addition to the Bragg Apple Cider Vinegar Blends family crafted for modern lifestyles and intentionally versatile to support any daily wellness ritual. Whether it’s a morning metabolism shot, a boost to a smoothie, a post-workout recovery or a refreshing happy hour mocktail, this vibrant blend delivers bold tastes and proven benefits. With just 20 calories per serving and no artificial colours or preservatives, the Bragg Pineapple Turmeric ACV Blend joins Bragg’s lineup of functional favourites, including the Honey, Citrus Ginger, Cranberry Apple and Honey Cayenne ACV Blends.

“We’ve spent over 100 years building trust through products that stand the test of time. That is both our legacy and our lighthouse as a heritage brand,” said Linda Boardman, CEO of Bragg Live Food Products. “The launch of our Pineapple Turmeric ACV Blend is more than just flavour innovation; it is reflective of our dynamic understanding of today’s evolving consumer – one that wants personalised wellness that fits his or her life: bold, effective and enjoyable. This new blend delivers the time-tested benefits of Bragg Apple Cider Vinegar with a vibrant twist. It captures our commitment to honoring Bragg’s legacy while innovating with intention for the next generation of wellness seekers.”

This year, VOG Products, an innovative fruit processing company from Trentino-South Tyrol (Italy), produced a base for apple vinegar (cider) for the first time. After all, a current development in the market shows that the trend is moving from balsamic vinegar towards apple vinegar. For apple vinegar, the company has special tanks for fermentation. Concentrate and juice from high-quality raw goods are used as base for the cider that is further processed by the vinegar industry.

Another new addition to the VOG Products assortment: apple flour and dried apples in the form of rings or cubes – as our customers wish – from various apple varieties. With these products, VOG Products primarily targets the baked goods and sweets industries, as well as granola producers and suppliers of fruit preparations.

The continuous availability of premium raw goods, traceability and the highest quality and safety standards are important components of VOG Products’ recipe for success. At the same time, the fruit processing company established in 1967 values innovation and further development highly. VOG Products now belongs to 4 producers’ organisations from South Tyrol and Trentino plus 18 cooperatives from South Tyrol with a total of around 10,000 members.

Shire City Herbals, maker of award-winning Fire Cider, is pleased to add Elderberry Tonic to its lineup of ACV-powered functional beverages. The new Elderberry Tonic features elderberry, apple cider vinegar, tulsi, ginger, cinnamon, and clove, and was born from years of meticulous R&D, sourcing, and formulation.

“We are excited to introduce Fire Cider’s long-awaited cousin – Elderberry Tonic. Last year’s rebrand of Shire City Herbals created a canvas for us to roll out new products beyond Fire Cider, and also to broaden our support for smaller makers from our area of Massachusetts – The Berkshires,” explains Kim Allardyce, CEO of Shire City Herbals.

Elderberry Tonic was designed to be taken daily as a teaspoon or shot as part of a proactive wellness ritual. Just like Fire Cider, it can also be a special condiment in salads, cocktails, mocktails, and marinades.

Shire City Herbals’ Elderberry Tonic is available on ShireCityHerbals.com starting at $ 19.99 and will be introduced to retailers in the US at Expo East on Sept. 23, 2021, in what is slated to be the first live natural products event since the onset of the COVID-19 global pandemic.