Today, Clif Bar challenged Kind to go organic with an open letter and a full-page ad in the New York Times. Kind fought back, accusing Clif of deceptive packaging 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.
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.
“Many other companies are also trying to do the same thing that Clif is doing and there simply is not enough organic supply to meet demand,” Penfield says. Clif Bar’s co-CEOs own 80% of the company and are worth at least $850 million apiece; the rest is owned by employees. Based on
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