Born on a bike. Kitchen crafted.

Family and Employee Owned.

The Five Aspirations

Sustaining our living company

Most companies have one bottom line. At Clif Bar & Company, we are a private, family and employee-owned company guided by five “bottom lines” or what we call our Five Aspirations: Sustaining our Business, Brands, People, Community and the Planet. These aspirations help us consider decisions from multiple perspectives that we value, and we choose the word “aspiration” in recognition that we’re on a journey and can always do more in each of these areas.


Sustaining our Business: Building a resilient company, investing for the long-term.


Sustaining our Brands: Creating brands with integrity, quality and authenticity.


Sustaining our People: Working side-by-side, encouraging each other, our Company is our people.


Sustaining our Communities: Promoting healthy, sustainable communities, locally and globally.


Sustaining the Planet: Conserving and restoring our natural resources; growing a business that operates in harmony with the laws of nature.


Like the spokes of a wheel, the Five Aspirations keep our company in balance as we move forward.