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.
He and Kit Crawford then decided to make a different kind of company, built around a ‘Five Aspirations’ business model: sustaining their business, their brands, their people, their communities, and the planet. It’s a decision framework that guides everything that Clif Bar does; every year they account for their progress in an ‘All Aspirations Annual Report’.
Read more: Clif Bar website
