Clif - 30 years of purpose and experience
PEOPLE - PLANET - COMMUNITY - TOP BRANDS - BUSINESS
These 5 words are the values of the brand which is celebrating its 30th anniversary this year. Values that belong to the business model and that forge its managers to make decisions while maintaining their objectives. The secret of success lies in this unification between values and objectives. Each year, a questioning of each pillar is inevitable, with the definition of new objectives whose key words are "progress" and "responsibilities" in the short, medium and long term and thus prove that the image of a company can be good and responsible, like that conveyed by CLIF®.
As we approach this 30th anniversary of CLIF BAR®, we have decided to dedicate some of our time to celebrate this brand which has helped us grow and which has contributed to the existence of Nutri-Bay.com.
It was in 1990 that the idea of creating CLIF BAR® appeared in the mind of Gary, one of the brand's co-creators. After experimenting with mixing for a year in his mother's kitchen, Gary officially launches CLIF BAR® whose name refers to his dad, Clifford, who always encouraged him to follow his passions. By the end of the first year, the company was a real success and sold 1 million bars.
In 1996, the CLIF BAR® made its debut in Canada, a land conducive to outdoor adventurers! The early 2000s marked the beginning of the company's ecological commitment. In 2002, CLIF BAR® clearly showed its commitments by defining the 5 pillars of its business. A year later, the firm is committed to the fight against global warming by establishing a long-term partnership with American Forest to plant 1 million trees.
In 2007, CLIF BAR® finally arrives in Europe, and more precisely in the United Kingdom. This is the first time the brand has marketed its bars outside of North America. This marks the beginning of the European conquest for the firm which will also open its head office in the Netherlands.
Then came the dark years of the pandemic linked to Covid-19. Years in which the company has survived and mostly shown charity by donating $6,2 million through foundations and corporations to non-profits, but also donating $22 million bars to food banks, relief operations and community partners.
Today, CLIF BAR® is pleased to have achieved its first goal: to produce a great-tasting energy bar using real ingredients. CLIF® became the number one nutrition bar, and still is today! From this objective achieved and this reputation, the company can open the doors to new opportunities such as the promotion of organic farming and its multiple benefits for farmers, agricultural workers but also rural communities. New objectives have also been set for 2030:
- Continue the leadership role in sustainability, with the creation of an Executive Fellow position for regenerative business and climate solutions.
- Expanding the ongoing commitment to Diversity, Equity and Inclusion (DEI), including the launch of five employee resource groups.
- Increased community engagement by organizing LUNAFEST® for the twentieth time.
- Acceleration of innovation efforts with the launch of the Trailblazers incubator.
As we approach the 30th anniversary of CLIF®, in 2022, we give the incredible workers who work within the company the opportunity to bring you the fabulous CLIB BAR® and other products from the brand you love. These workers are very valuable to the company, which is also committed to achieving pay equity among employees.
CLIF® is very committed to taking care of our planet, and it shows at several levels. From the ingredients that we can find in their products, to the energy used by the brand, the resources are managed in a sustainable way and that's not all! The company also helps others do the same, working hand-in-hand with policymakers, NGOs, and even competitors to create a brighter future for all.
CLIF® has put in place a plan including several measures to fight against global warming. Within this 2030 plan, there are several important and essential steps in the eyes of the company:
- Use 100% renewable electricity in their eGRID sub-region by 2030
- EV100 commitment: 100% electric or rechargeable hybrid by 2030
- 1 million trees planted by 2025
- 100% of plastic packaging will be reusable, recyclable or compostable by 2025
- 12% reduction in virgin plastic in our packaging by 2025
- 10x20x30 commitment to reduce food waste by 50% by 2030
CLIF® has always been committed to the health and well-being of people and places connected with the company. That's why the brand lends a hand to various communities by giving back or creating thoughtful partnerships that contribute to the well-being of these communities.
In 2021, the company has teamed up with some amazing partners to grow good. The impact has been very positive since as we can see, CLIF® is:
- $6 donated to non-profit partners.
- Product donations worth $17 to food banks, disaster relief, and their community partners
- 8 volunteer hours.
Once again, their commitment does not stop there, and this 30th anniversary also means new horizons. This is why in 2022, CLIF® also implemented a 2030 plan within this community pillar, in which there are mainly two objectives:
- Donate $100 million in cash and products to support health, equity and the Earth.
- Engage 100% of employees in the CLIF CORPS program (employee impact program, through community service and support).
In addition, CLIF® is very committed to sustainable and responsible agriculture. Therefore, the company also wants to improve the lives of farmers by closing the income gap. Five million smallholder farmers cultivate more than 90% of the world's cocoa production, and many of them have incomes well below the World Bank's extreme poverty line of $1,90 a day. In 2021, CLIF® closed the 50% income gap for smallholders in the Juan Cruz de Guaranal Association who grow organic cocoa in the Dominican Republic.
This is undoubtedly the most important pillar. CLIF® develops sustainable and motivating products that consumers adopt by satisfying their thirst for food, authenticity, and above all, positive energy. After developing the first bars, the brand has now decided to please the whole family since mini bars (CLIF KID ZBAR®) have appeared for mini-adventurers. Dogs will now also find their happiness with CLIF PET®.
But the goals of this pillar are not just limited to product diversity. Indeed, the company has several growth areas, particularly with regard to productivity. In 1992, it took about a month to produce 30.000 CLIF BAR®. Today, the company can produce the same number of bars in less than 10 minutes. This increase in production speed also increases the number of sales and therefore the turnover. Add to that the energy and nutrition of the plants that go into the products, responsibly sourced ingredients, and sustainably manufactured.
On the sporting level, CLIF® launched a women's mountain cycling team (LUNA Pro Team) some twenty years ago. Even if this 2022 season marks the end of the team, the success will have been important for the athletes, but also for the brand:
- World's #1 ranked mountain bike team for six seasons
- 14 appearances at the Olympic Games with two Olympic medals
- 22 individual World Cup victories
As we have seen, CLIF® is a company designed to inspire consumers, but also other companies (competitors or not). Continued investment in each of the company's five pillars ensures and demonstrates that CLIF® remains a positive force in trying to help current and future generations. At CLIF®, one thing is clear:
Food not only shapes our personal health, but also the health of our planet and our communities.
This is also why the Clif Family Foundation was created, which supports non-profit organizations that have a great vision but little means. The company knows what people with innovative ideas, initiative and perseverance can achieve because the roots of CLIF BAR® are local. Many of their beneficiaries focus on one or more of the three basic areas of: strengthening the food system, improving community health and protecting the environment.
In 2021, no less than $3.056.060 was funded by the Clif Family Foundation in the three basic areas listed above. The largest share goes to strengthening the food system (43%).
CLIF® in numbers
|Nutrition Bar Company|
|Pounds [635.000 TONNES] purchased organically since 2003|
|Private Funders of Biological Research in the USA since 2018|
|Returned Net Sales|
|Community Service Hours|
$ 66 MILLION
|Cash donations for good|
|Years of Climate Neutrality|
|Trees planted to date|
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This article was compiled from the annual report (2021) of CLIF®