Clif Bar was ‘born on a bike’. It was a one-day, 175-mile bike ride (the ‘Epiphany Ride’) that made Gary Erickson decide he needed to make a different and better energy bar.
It’s not only the bars that are different. Co-CEO Kit Crawford says: “We’re working to run a different kind of company: The kind of place we’d want to work, that makes the kind of food we’d like to eat, and that strives for a healthier, more sustainable world – the kind of world we’d like to pass on to our children. And those aren’t just words. They’re our mission statement.”
Erickson and Crawford haven’t developed a set of company values. Instead they articulated their Five Aspirations – ‘a different kind of bottom line’ – and their Food Philosophy. Finally, ‘what makes a Clifster‘, which guides day to day behaviours and helps with recruitment.
Read more: Clif Bar website