On a map, 'red roads' are the big roads, full of noise, vehicles, and exhaust – whereas 'white roads' tend to be the smaller, less traveled paths full of beauty and great adventure. Unlike a lot of companies, Clif has chosen to follow the white roads. As a matter of fact, back in 2000, CLIF Bar founder and owner, Gary Erickson, walked away from $120 million to sell the company because he felt he wasn’t done. He knew that to do more good in the world, Clif needed to stay private, grow naturally, and sustain itself over time – patience over greed, purpose guiding profit.
Today, remaining a healthy business gives us the power to support our brands, our people, our community, and the planet…not to mention have a ton of fun doing it every day.