In the early ‘90s, energy bars were generally unappetizing, sticky and hard-to-digest. Thinking he could make a better bar, Gary Erickson, founder of CLIF Bar, managed to do just that after months of mixing and baking. Today, CLIF Bar brings you delicious, nutritious bars while following an innovative business model guided by Five Aspirations—Sustaining our Business, Brands, People, Community and the Planet.
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