Kit Crawford, Napa Valley, CA
Lightbulb moment: Crawford and her husband, Gary, co-founded Clif Bar & Company in 1992 and went on to create Luna Bar, so it was a natural next step for her to create her own line of snack bars in 2012. "Kit's is really a reflection of my lifelong love for organic food, and I wanted a way for everyone to be able to enjoy convenient, simple snacks made from just a handful of organic ingredients, like fruits, nuts, and sea salt," Crawford says.
What's in a name: "Kit's Organic is named after me because it represents my passion for organic food, my active lifestyle, and my experience with sustainable farming, which I inherited from my parents and now share with my husband," Crawford says.
Up next: "My hope for Clif Bar and Kit's Organic is that in 20 years we will be as fresh and open to possibilities as we are today," Crawford says. The company strives to do better against five "bottom lines"—sustaining their business, brands, people, community, and the planet—and she believes they'll make significant progress toward each goal in 20 years.
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