Company

   //Company//
 * · Independent market leader
 * ·  Uses mainly organic ingredients in its multiple product lines
 * ·  Promotes environmental sustainability, health, and community activism

Founded in 1992, Clif Bar, Inc. was the brainchild of Gary Erickson after he became disgusted with the less-than-satisfying taste of energy bars on the market (specifically, Power Bar). In his own words, “Clif Bar exists because I wanted to make a better product for myself and for my friends” (Erickson, 2004, 13). After perfecting the recipe in his mother’s kitchen 17 years ago, Gary and his wife Kit are now co-owners and CEOs of the company, which earned more than $150 million in 2008 (Bonnie Powell, Clif Bar’s husband-and-wife CEO team talk about staying independent in a Big Organic world, Grist, []). Despite a multi-million offer from a major food conglomerate, Clif Bar remains the only private and independent player among the top 20 nutrition/energy bar companies (Erickson, 2004, Raising the Bar: Integrity and Passion in Life and Business: The Story of Clif Bar, Inc.) Clif Bar also leads the wellness bar category with a market share of 45 percent and the athletic bar category with a 21.5 percent market share, (Mintel report), and was recognized by Inc. magazine for three consecutive years as one of fastest-growing companies in America (Oliver, H. (2009). Merchandise smart for strong bar sales. Natural Foods Merchandiser, 30(6), 26-27). Although Clif Bar, Inc. started with just one product in a few different flavors, the company has since extended its product line to more than 15 flavors and a variety of other nutrition/energy products. Some of these include energy gels and chews (Clif Shot), trail mix bars (Mojo), protein bars (Clif Builders), and various sports drinks (Clif Quench) (Erickson, 2004, Raising the Bar: Integrity and Passion in Life and Business: The Story of Clif Bar, Inc.). At least seventy percent of the ingredients in Clif bars, Luna bars, and Mojo bars are organic, and Clif bars are also vegan. (Erickson, 2004, Raising the Bar: Integrity and Passion in Life and Business: The Story of Clif Bar, Inc.). Erickson also promotes environmental sustainability throughout Clif Bar, Inc., both in products and practice. The company uses foil, non-toxic ink, and recycled paper board for product packaging (Clif website), and also promotes employee-wide, eco-friendly initiatives. One of these programs is Cool Commute, which  subsidizes employees’ eco-home improvements and pays $5,000 toward hybrid and biodiesel vehicle purchases (Bonnie Powell, Clif Bar’s husband-and-wife CEO team talk about staying independent in a Big Organic world, Grist, [] ).

Beginning of Clif Bar “Clif Bar exists because I wanted to make a better product for myself and for my friends” “I wanted to make a comfortable salary, create a quality product, employ great people, work on causes I believed in, and contribute to the community.” Mixed & created final ingredients & dough in mom’s kitchen after 6 months of experiments Went from annual sales of $700,000 in 1992 to 1.6m in 2002 “We make portable, convenient, nutritious energy bars for athletes and health-minded people. Today we’re one of the leaders in energy and nutrition bars.” P. 14 “My father introduced me to the love of adventure and of being independent and free.” P.18 Finally listened to his gut, then backed out of the multi-million dollar deal (Power Bar sold to Nestle for 400m) “We want to be environmentally responsible and continually assess our business’s impact on the environment.” Many companies deplete natural resources for short-term success, but Clif values more strongly its ecological imprint on the earth – consider to be a positive return on investment p. 24 employees & athletes understood that Clif Bar was different. “Clif Bar attracted people who wanted to be part of the vision, people who got it.” couldn’t choke down last power bar, even though he was out of fuel from biking bike racers had never complained about Power Bar taste bc thought it was necessary to help perform – had accepted this, but bc grew up Greek, didn’t think it had to be that way – nutritious food could taste good too Used grass roots techniques – handed out to athletes at marathons, bike races, climbing competitions, booths at sporting events, and just friends Look for athletes who live for more than the finish line – “all life should be enjoyed…life is not only about the finish line” Core sports: running, triathlon, cycling, rock climbing, skiing, snowboarding – sports that glorify endurance and the individual, human-powered sports “The key to Clif Bar’s success thus far is its spirit…fueled by an idealism that is adopted by every new member of this ever-expanding family.” P 45
 * Essence**
 * Competitors**
 * Beginning to market product**
 * Early employee**: