CLIF Co-CEO Kit Crawford
Could she possibly be the one that has it all? With a thriving business that she co-CEOs with her husband Gary, a family winery, an 80-acre farm with an organic garden, and three children, Kit Crawford sure appears to have life dialed in just right. Just to be sure, we checked in with the lovely first lady of Clif Bar & Company. Here, she dishes on her work-life balance and the benefits of eating organic, a passion she’s putting into play with her new namesake Kit’s Organic Fruit & Nut bars, launching in June.
Women’s Movement: You have a lot on your own plate—your work with CLIF, your big job as a mom, a family farm, winery, and more. How do you maintain balance in your life?
Kit Crawford: You’re right, life is hectic. I’m a parent of a high schooler with two other children—one of whom happens to be gluten intolerant. I’m on the PTA and volunteer in my community, and this is all outside my co-CEO responsibilities with my husband at CLIF. Just as we strive to create a work environment for our people that respect work-life balance, I hold myself to the same standards. My yoga mat is my favorite place in our home, and we have an 80-acre farm that has a pretty big organic garden, which allows me to indulge my lifelong love of gardening. I love to ride horses and play with our two dogs. I’m blessed that we’ve created a business that counts people and the planet as one of our bottom lines and thrives on getting people outdoors and living an active life, because those things have been essential for me when things get stressful.
WM: What are the key benefits of eating organic?
Crawford: We believe one of the best ways to help the planet is by purchasing organic ingredients. I grew up in a family that grew our own food. I was taught to respect the land and its natural resources, and that organic farming is good for people and the planet. Organic foods are grown without toxic pesticides, chemical fertilizers, artificial hormones, or genetic engineering. Additionally, organic farming restores soil fertility, reduces soil erosion, and helps protect the health of our air, water, and wildlife while protecting biodiversity.
By choosing to buy ingredients that are organic and grown sustainably, in ways that are healthy and humane, we weave ourselves into a community that cares about the same things. As a community, we share not only a commitment to protect our natural resources but an appreciation for the value of food itself, a love for its taste and its beauty and the deep pleasure it can bring by connecting us to time and place, the seasons, and the cycle of nature.
WM: How do you live out your own passion for organic foods?
Crawford: I’m very passionate about organic ingredients and have an organic farm myself. Cooking and gardening have always been passions of mine. Growing up in the Bay Area, I’ve been committed to the slow food movement. Some of my fondest memories are growing up making jam with my mom and up on our farm, surrounded by close friends, enjoying a long, leisurely dinner over simple, delicious food that we grew and prepared ourselves.
WM: Why is it the right time for CLIF to launch an organic bar?
Crawford: People are catching on to what CLIF Bar has believed for years – that organic food and organic farming is good for people and good for the planet. In fact, as many as 70 percent of Americans are looking for organic foods. CLIF Bar was the first energy bar to go organic in 2003, so we knew we were the right company to create the first fruit and nut bar made with 100 percent organic fruits and nuts. The tides are turning towards a simpler way of eating, as evidenced by a greater number of people seeking foods that have fewer ingredients, are less-processed and are free from ingredients like gluten, soy, dairy, and ingredients sourced from GMOs.
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About Erinn Morgan
After a 10-year career as an award-winning New York City-based editor launching and redesigning urban, style-driven magazines, Erinn Morgan left her downtown Manhattan digs after September 11th, 2001, in search of a less encumbered, freelance lifestyle. A life-changing, two-year-long trek around the country in a motorhome eventually landed her in Durango, Colo., which she now calls home. Her writing has appeared in numerous— More about this author →
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