Consumers across the world are getting "health-wise," and becoming much more aware of what they eat. We all want to enjoy the lifestyles that we work so hard to create, and this means getting healthy and eating right. Nowhere is this more prevalent than amongst sports enthusiasts who are benefiting from new research into nutrition and how we can maximize its benefits.

One of those enthusiasts was Gary Erickson. During an intense bike ride in the early 90's Erickson decided he was sick of the run-of-the-mill energy bars that tasted like cardboard. He realized that it is really hard to enjoy nutrition that has the taste and texture of saw dust, so Erickson borrowed his mom's kitchen and emerged triumphantly two years later with the organically satisfying Clif Bar - a nutrition bar that's packed with nutrients, derived from natural products, and tastes fantastic. Since then the Clif Bar Company has expanded to include nine high-energy products, including energy drinks and gels, designed for people involved in a variety of activities.

Not only is eating a Clif Bar a great way to satisfy those afternoon snack cravings (the ones in which you usually end up downing a whole bag of potato chips accidentally), but it's also a good way to help support the environment, seeing as how Clif uses lots of recycled packaging and clean energy to help power it's factory. The main attraction of Clif Bar is its use of organic, natural ingredients that provide raw power for health conscious snackers. Cyclists and runners can't get enough of these awesome products, but the rapidly growing number of health conscious people is being drawn like bees to this healthy, diet friendly range of snacks. Even groups like the Peace Corps have started using Clif products because the nutrition value is so high. It's not surprising that Clif was recognized by Inc. Magazine as the fastest growing private company for four straight years starting in 1997.

Clif has certainly been successful in changing the way people think about nutritional supplements, and are setting new benchmarks in the industry. But they're also changing the way people think about healthy treats, illustrating that healthy can taste great. Clif has also built a powerful corporate experience that builds on the strong socially responsible brand they have. The facilities of the Clif Bar Company embrace a healthy lifestyle, with yoga classes, dogs, and a climbing wall encouraging employees to remember that life should be fun! They have also set up a program where employees can participate in various service organizations. Outside of this they are involved in the organization of sports events. They have launched some unique sports events, and also run nutrition seminars. They also arrange Clif experiences where enthusiasts can participate in specially organized adventures such as sea kayaking in Belize. All of these experiences, as well as Clif's focus on sustainability, in business and in the world, has made them a highly respected innovator in the field of nutrition. And as always this focused strategy is helping to keep clients flocking back in ever increasing numbers.