The History of The Clif Bar Company


From Wikipedia, the free encyclopedia


Clif Bar & Co.







Emeryville, California, United States


Key people

Gary Erickson, Kit Crawford (Co-Owners and Co-CVOs), Kevin Cleary (CEO), Michelle Ferguson (Executive Vice President of Marketing)



Energy Bars and Snacks




Clif Bar & Company is an American company that produces organic foods and drinks. The company's flagship product, CLIF Bar, was created by Gary Erickson. The company is based in Emeryville, California and is privately held.[1] In April 2013, Kevin Cleary was named CEO of the company; CFO Boragno; co-owners Erickson and Kit Crawford became co-chief visionary officers.[2]




Contents  []

1 Products

2 Company history 2.1 Other ventures

3 Environmental sustainability

4 Company culture

5 Community outreach

6 References

7 External links





In addition to its signature original Clif Bar, the company produces a variety of energy bars tailored to women, children, and other niches, a sports drink, and fruit-based items such as fruit ropes.[3] All products use organic ingredients. Seventy percent of the company's purchased ingredients are certified organic.[4]


Company history[]


A baker and former mountain guide,[5] Erickson got the idea for his product in 1990 on a day-long, 175 mile bike ride, for which he packed a variety of energy bars.[6][7] Two years later after experimenting in his mother's kitchen, he settled on a recipe for what would become the CLIF Bar.[8] Erickson tried several ventures—including Forza, Torque, and Gary's Bar—before settling on CLIF Bar, named after his father Clifford.[9] The packaging image of a rock climber was first drawn by a friend on a napkin over dinner in San Francisco.[9] At a September 1991 bike show, Erickson debuted three flavors: double , apricot, and date oatmeal. In its first year, sales of CLIF Bar exceeded $700,000, fueled primarily by strong sales in bike shops and the growth of the healthy and natural foods movement.[6] Sales doubled each year, and by 1997, revenue surpassed $20 million.[10] In 1997, the company name was changed from Kali's SportNaturals to Clif Bar & Company.[11] In 2010 the company moved into a new headquarters in the EmergyTech Building in Emeryville, California.[12] Designed by ZGF Architects LLP, the former manufacturing plant earned Leadership in Energy and Environmental Design (LEED) Platinum status.[13] The building was repurposed and sustainably-designed with photovoltaic panels, solar thermal panels, reclaimed wood, plants and other biophilic features.[14]


In March 1999, Clif Bar introduced LUNA Bar, which was specifically marketed towards women. In April 2000, Erickson turned down a $120 million offer from Quaker Oats to buy the company.[15]


Clif Bar & Company was ranked the No. 1 brand in the Forbes "Breakaway Brands" survey, conducted by Landor Associates using Young & Rubicam's BrandAsset Valuator database measuring brand momentum from 2006 to 2009.[16]


Other ventures[]


Erickson and Crawford founded the Clif Bar Family Foundation in 2006,[17] which through 2012 had committed $1 million to promote organic seed research and conserve crop genetic diversity.[4]


Erickson and Crawford also own the Clif Family Winery & Farm in the Napa Valley, which had its first national release in 2008.[18]


Environmental sustainability[]


The Clif Bar company has instituted policies intended to make it more green-friendly. It switched to organic ingredients and eliminated shrink-wrap, saving 90,000 pounds of plastic and $400,000 annually, and invested in wind energy to offset fossil fuel usage.[19]


To help reduce fuel consumption, Clif Bar began giving employees $6,500 in 2007 to switch to bio-diesel or high-mileage hybrid cars.[7] As a bio-diesel incentive program, "Cool Commute" was the first of its type nationwide and drew praise from Al Gore for helping to aid the fight against global warming.[20] In 2008, the company began giving employees  to $500 to purchase a commuter bike, with annual rewards  to $960 for getting to work on foot, bicycle, or public transportation.[21] The company also began offering employees  to $1,000 annually to make eco-improvement to their homes, such as insulation, solar panel installation, and new windows.[22] In April 2009, Clif Bar joined Business for Innovative Climate and Energy Policy also known as BICEP, a coalition of companies including Nike, eBay and The North Face, with the goal of passing progressive climate and energy legislation.[23] In October 2015, Clif Bar along with other members BICEP released a joint letter pledging to accelerate business action on climate change and urging governments to do the same.[24]


In 2012, amid concerns over child labor and possible slavery on West African cocoa farms, Clif Bar was challenged to disclose the source of their cocoa.[25] On March 5, 2012, the company announced that thenceforth "100 percent of cocoa ingredients for CLIF Bar will be sourced from Rainforest Alliance Certified farms."[26]


Company culture[]


In June 2010, Clif Bar initiated an employee stock ownership program (ESOP), which gave 20 percent ownership of the company to its employees, with Crawford and Erickson retaining the other 80 percent.[27][28]


Company facilities include an on-site gym, rock climbing wall, two yoga room/dance studios, and massage rooms. There are on-site showers so employees can shower after their workout. Employees also have access to free counseling and life coaching.[29] Employees can bring their dogs to work and get two and a half hours of paid exercise each week with free personal training. Clif Bar & Company was named among Outside magazine's Best Places to Work in 2008, 2009, 2010, 2011, and 2012.[30][31][32][33][34]


In November of 2014 Clif Bar made a decision to limit risky behavior by its sponsored athletes stating "going forward we will not be sponsoring climbers who are primarily recognized for free-soloing, B.A.S.E. ing, and high-lining. This change in sponsorship approach did not come without great debate." The company reasoned that "[they] no longer feel good about benefitting from the amount of risk certain athletes are taking in areas of the sport where there is no margin for error; where there is no safety net".[35]


Community outreach[]


Clif Bar began community outreach in 2001, with the initial aim of donating 2,080 employee volunteer hours to community service.[36] In 2010, Clif employees donated 5,290 hours.[37] In 2008, the "In Good Company" initiative was announced, which organizes employees across several companies[which?] to assist in larger development projects, such as in New Orleans, East Oakland, and the Hopi Reservation in Arizona.[38]




1.  ^ "CLIF BAR & COMPANY" (PDF). fact sheet. Clif Bar & Company. Retrieved 25 June 2012.

2.  ^ Frojo, Renee (April 24, 2013). "Clif Bar's Gary Erickson leaves CEO role". Mercury News. Retrieved 2 May 2013.

3.  ^ "(Website/ Products)". Clif Bar & Company. Retrieved 26 August 2014.

4.^   to: a b Lempert, Phil (February 9, 2012). "Sustainability Series: Clif Bar". The Lembert Report. Retrieved 25 June 2012.

5.  ^ Riddell, Lindsay (March 2, 2012). "Gary Erickson, founder, co-owner and co-CEO of Clif Bar & Co.". San Francisco Business Times. Retrieved 26 June 2012.

6.^   to: a b Dahl, Darren Clif Bar: How a Husband-Wife Team Built a $235 Million Empire ‘’AOL Small Business’’.

7.^   to: a b Hosni, Nadia Triple Bottom Line: Clif Bar & Company Tonic. July 7, 2010

8.  ^ Who We Are

9.^   to: a b Erickson, Gary and Lois Lorentzen. Raising the Bar: The Story of Clif Bar. San Francisco, CA, Jossey-Bass. 2004.

10.  ^ From Out of the Gym, Into the Grocery Store The New York Times. November 22, 1997.

11.  ^ Clif Bar & Company: Company Overview Bloomberg Business.

12.  ^ [1]

13.  ^ Kaye, Leon (May 18, 2012). "Clif Bar Celebrates Its 20th Birthday With LEED Platinum Headquarters". Triple Pundit. Retrieved 25 June 2012.

14.  ^ . McKnight, Jenna M (January 2012). "Clif Bar Headquarters". Greensource. Retrieved 22 June 2012.

15.  ^ A Company Fueled by Athlete's Sweat The Wall Street Journal. March 24, 2010.

16.  ^ Breakaway Brands Offer Simple Pleasures Forbes. Oct. 8, 2010.

17.  ^ "Our Story". Clif Bar Family Foundation. Retrieved 26 June 2012.

18.  ^ Ted Loos (May 7, 2008), Clif Hanger, ARTINFO, retrieved 2008-05-14

19.  ^ "The Pioneers". Inc. November 1, 2006. Retrieved 25 June 2012.

20.  ^ Al Gore congratulates Clif Bar on its biodiesel efforts Biodiesel Magazine. February 2007.

21.  ^ Steverman, Ben (September 14, 2011). "Creative Employee Benefits". Bloomberg. Retrieved 25 June 2012.

22.  ^ Sustainability Benefits Program

23.  ^ Aspen Skiing, Clif Bar, and Seventh Generation Strengthen BICEP Climate Coalition Climate Biz. April 16, 2009.

24.  ^ [Mars, General Mills, Unilever, Kellogg, Nestlé Unite On Climate Action "Mars, General Mills, Unilever, Kellogg, Nestlé Unite On Climate Action"] Check |url= value (help). Consumer Goods Technology. Retrieved 27 October 2015.

25.  ^ Take Action

26.  ^ [2]

27.  ^ Clif Bar sells 20% stake to workers San Francisco Business Times. June 29, 2010.

28.  ^ How Clif Bar is Saving Retirement through CSR Triple Pundit. July 9, 2010.

29.  ^ [3]

30.  ^ Best Places to Work: Clif Bar and Company Outside Magazine. May 2010.

31.  ^ Best Places to Work Outside Magazine. May 2009.

32.  ^ The 50 Best Places to Work in America Outside Magazine. April 6, 2010

33.  ^ Madden, Kaitlin It’s Take Your Dog to Work Day June 25, 2010.

34.  ^ THE 30 BEST PLACES TO WORK: CLIF BAR [4] August 12, 2012

35.  ^ Clif Bar's Response: A Letter to the Climbing Community

36.  ^ Giving Back is a Key Ingredient Clif Blog.

37.  ^ Project 2080

38.  ^ "In Good Company". Cliff Bar & Company. Retrieved 25 June 2012.


External links[]

Clif Bar official site

Luna Bar official site

Clif Bar Family Foundation official site

Energy bar brands

Balance Bar ·

CalorieMate ·

Clif Bar ·

Lärabar ·

LUNA Bar ·

Odwalla Bar ·

PowerBar ·

Soldier Fuel ·

Tiger's Milk ·



Categories: Brand name snack foods

Companies based in Emeryville, California

Dietary splements

Energy food products

1992 establishments in California

Companies established in 1992




LUNA Bar logo.svg




Clif Bar & Company 1999


Emeryville, California, United States

Key people

Gary Erickson, Kit Crawford (Co-Owners and Co-CVOs), Kevin Cleary (CEO), Michelle Ferguson (Executive Vice President of Marketing)



Nutrition Bar



LUNA Bars are a brand of nutrition bar created by Clif Bar & Company in 1999. The product was the first nutrition bar aimed at women.[1][2] The brand has expanded to cover nutritional drinks,[3] protein bars,[4] and LUNAFEST, a woman's film festival.[5][6]


Contents  []

1 History

2 Community outreach 2.1 LUNAFEST

2.2 Team LUNA Chix

3 Reception

4 Flavors

5 References

6 External links





LUNA was created in 1999 by Clif Bar & Company’s female employees.[7][8] The bars are designed to meet the nutritional needs of women.[citation needed]


Community outreach[]


One of Clif Bar & Company's five company bottom lines is “Sustaining Our Community.”[7] With this in mind, LUNA donates 1% of all product sales to charities that sport environmental, social, and cultural needs, mainly to their primary charity, The Breast Cancer Fund.[9][10]




In 2000, LUNA established LUNAFEST, a philanthropic traveling film festival with films written and directed by women.[11] Individuals and organizations can register to host a LUNAFEST in their city, with LUNA providing the films and the materials.[12] Through this fundraising model, the hosting organization can raise funds for the Breast Cancer Fund and the cause or organization of their choice (with 15% of LUNAFEST proceeds sporting the Breast Cancer Fund and the remaining 85% of funds sporting the nonprofit organization chosen by the host).[12][13] Since 2000, LUNAFEST has raised over $456,000 for the Breast Cancer Fund and $785,000 for other women’s organizations.[14] In the 2010-2011 season, LUNAFEST will travel to more than 150 communities across the country.


Team LUNA Chix[]


In 2001, Clif Bar co-owners and co-CEOs Gary Erickson and Kit Crawford launched the LUNA Pro Team, a women’s professional mountain biking team.[15] In 2002, they expanded the program to include Team LUNA Chix, a network of women's teams across the country that focus on learning new sports, staying active, and raising money for the Breast Cancer Fund.[15] Although initially focused on mountain biking, the LUNA Pro Team and Team LUNA Chix now also include running, triathlon and cycling teams. There are over 26 LUNA Chix teams in over 21 cities, with a total 260 members.[16] They were featured in Fitness Magazine as one of fifteen organizations promoting the fight against breast cancer.[17]




Various LUNA products has been profiled in Self, The New York Times, Glamour, Fitness, US Weekly, and received endorsements from Carrie Underwood and Cameron Diaz.[3][18][19][20][21][22] It was voted the favorite energy bar by FitSugar readers.[23]



A  dipped coconut LUNA BarBlueberry Bliss

Carmel Nut Brownie

Carrot Cake


 Peppermint Stick



 Dipped Coconut

Cookie Dough

Cookies ‘n Cream Delight™

Honey Salted Peanut

Iced Oatmeal Raisin


Nutz Over ®

Peanut Butter Cookie

Peanut Honey Pretzel


Toasted Nuts 'n Cranberry

Vanilla Almond

White  Macadamia

Mint  Chip

Luna Protein

Luna Protein  Cherry Almond

Luna Protein  Chip Cookie Dough

Luna Protein  Coconut Almond

Luna Protein  Peanut Butter

Luna Protein Cookie Dough

Luna Protein Lemon Vanilla

Luna Protein Mint  Chip

Luna Fiber  Raspberry

Luna Fiber Peanut Butter Strawberry

Luna Fiber Vanilla Blueberry






1.  ^ William H. Marquard, Bill Birchard, Wal-smart: what it really takes to profit in a Wal-mart world, McGraw-Hill Professional, 2007, pp 209-210.

2.  ^ David A. Aaker, Brand Relevance: Making Competitors Irrelevant, John Wiley & Sons, 2011, p 247

3.^   to: a b "I’ll have what she’s having", New York Times. February 28, 2008,

4.  ^

5.  ^ Megan Eve Ryan, "Liking Lunafest", Ann Arbor Chronicle, March 25, 2009.

6.  ^ Lauren Page, "LUNAFEST film festival coming to Columbia", The Missourian, March 27, 2012,

7.^   to: a b Our Story ‘’LUNA Bar Official Website’’.

8.  ^ Sanders, Adrienne. New Move for ex-Clif Bar CEO San Francisco Business Times. September 28, 2007.

9.  ^ Food Facts Clif Bar & Company.

10.  ^ Paquette, Fanny. The LUNA Summit Mountain Biking Magazine. June 2007.

11.  ^ Ryan, Megan Eve. Column: Liking LUNAFest Ann Arbor Chronicle. March 25, 2009.

12.^   to: a b Green Eyes On: Luna Fest TreeHugger. September 15, 2008.

13.  ^ Wierenga, Jeremiah Robert. Take Me to the Moon Boise Weekly. April 8, 2009.

14.  ^ Causes LUNAFest Official Website.

15.^   to: a b LUNA Chix: Our Story LUNA Chix Official Website.

16.  ^ Get Outside and Play with Team Luna Chix FitSugar. April 14, 2009.

17.  ^ Jhung, Lisa Fit for a Cause: Real Women Who Are Changing the World Fitness Magazine.

18.  ^ "Self Magazine April 2007 issue" (PDF). Retrieved 2011-11-13.

19.  ^ "US Weekly January 2009 issue" (PDF). Retrieved 2011-11-13.

20.  ^ "Fitness Magazine March 2009 issue" (PDF). Retrieved 2011-11-13.

21.  ^ Afternoon Snack: Yummy New Protein Bars from LUNA Glamour. March 19, 2010.

22.  ^ Self Magazine May 2009 issue Self Magazine. Page 32.

23.  ^ Favorite Energy Bar FitSugar. December 17, 2007.

24.  ^ [1]


External links[]

Official website

Balance Bar ·

 CalorieMate ·

 Clif Bar ·

 Lärabar ·

 LUNA Bar ·

 Odwalla Bar ·

 PowerBar ·

 Soldier Fuel ·

 Tiger's Milk ·



Categories: Energy food products


Energy bar

For similar types of cereal bars, see granola bar.

A HOOAH! energy bar provided by the United States Army in its MREs

Energy bars are splemental bars containing cereals and other high energy foods targeted at people that require quick energy but do not have time for a meal. They are different from energy drinks, which contain caffeine,[1] whereas bars provide food energy.


Contents  []

1 History

2 Nutrition

3 Usage

4 See also

5 References



The first energy bar in the American marketplace was Space Food Sticks which Pillsbury Company created in the late 1960s to capitalize on the popularity of the space program. Space Food Sticks were developed by Robert Muller, the inventor of the HACCP standards used by the food industry to ensure food safety.[2]




Energy in food comes from all three main sources: fat, protein, and carbohydrates, but mostly from carbohydrates. A typical energy bar weighs between 45 and 80 g and is likely to sply about 200–300 Cal (840–1,300 kJ), 3–9 g of fat, 7–15 g of protein, and 20–40 g of carbohydrates.[2]


In order to provide energy quickly, most of the carbohydrates are various types of sugars like fructose, glucose, maltodextrin, dextrose and others in various ratios. Use of complex carbohydrate sources like oats and barley is limited and such carbohydrate sources are mostly used in protein bars. Proteins come mostly in the form of fast digesting whey protein. Energy bars generally don't contain sugar alcohols, since these bars, due to type of carbohydrate content, don't require low calorie sweeteners to improve their taste. Fats in energy bars are kept to minimum and their main sources are often cocoa butter and dark .




Energy bars are used as energy source during athletic events like marathon, triathlon and other events and outdoor activities, where energy expenditure is high, for longer period of time.


See also[]


Protein bar

Energy gel

Sports drink

High energy biscuits

Flapjack (oat bar)




1.  ^ Warning: Energy Drinks Contain Caffeine by Allison Aubrey. Morning ion, National Public Radio, 24 September 2008.

2.^   to: a b "A Brief History Of Space Food Sticks". The Space Food Sticks Preservation Society. Retrieved 2013-12-15. Cite error: Invalid <ref> tag; name "mesa" defined multiple times with different content (see the help page).



Energy bar brands

Balance Bar ·

CalorieMate ·

Clif Bar ·

Lärabar ·

LUNA Bar ·

Odwalla Bar ·

PowerBar ·

Soldier Fuel ·

Tiger's Milk ·



Categories: Dietary suplements

Snack foods

American cuisine

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