Clif Bar and Kind—2 of the largest independent snack bar brands in the country—engaged in an online spat by AngelAuYeung
, the husband-and-wife co-CEOs of Clif Bar. Kind responded on Twitter, ignoring the organic challenge and prodding Clif about its sugar content. “It’s deceptive to try to pass off organic brown rice syrup as healthy,” tweeted Kind. “We’d be happy to meet with you and share why we focus on making snacks that always lead with nutrient-dense ingredients like whole nuts, whole grains & whole fruit—instead of sugar.
Pressed about Clif’s sugar content, however, Erickson said it was akin to comparing apples and oranges. “Clif Bar is an energy bar. It’s not a snack bar,” he says. “It needs to have a balance of protein, fat and sugar, and enough sugar to give you energy.” Clif Bar began making the switch to organic ingredients in 2003 and claims that 76% of its ingredients are organic. Why its bars are not wholly organic is likely due to a lack of supply, says Patrick Penfield, a professor of green supply chain management at Syracuse University. The USDA’s strict guidelines on what food ingredients can be called organic include the requirement that food must be grown in soil that has not used any synthetic fertilizers or pesticides for three years.
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