# Clif Bar: Gary Erickson

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2016-10-03
- Length: 27m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson

## Summary

Gary Erickson, founder of Clif Bar, explains how he developed the energy bar after becoming frustrated with the taste of Power Bars during a 175-mile bike ride. He collaborated with his mother to formulate a recipe using whole ingredients like oats and rice syrup, and worked with friend Doug Gilmore to design the iconic climbing packaging. Erickson details bootstrapping the business through small bakery runs and direct sales at bike events, eventually facing a major legal dispute with a distributor and a pivotal decision to reject a $120 million acquisition offer from Quaker Oats to maintain independence.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson#t=0) Introduction: Gary Erickson and the Origin of Clif Bar
- [2:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson#t=135) Cali's Sweets and Savories: From Greek Calzones to Energy Bars
- [7:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson#t=464) Product Development: Formulating the Recipe and Packaging
- [9:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson#t=564) Go-to-Market Strategy: Direct Sales and Marketing Against Power Bar
- [12:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson#t=755) Early Challenges: Distributor Lawsuit and Legal Mistakes
- [16:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson#t=1019) The Quaker Oats Acquisition Offer and Internal Conflict
- [20:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson#t=1215) Rejecting the Sale: Buying Out Partner and Assuming Debt
- [23:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-10-03-clif-bar-gary-erickson#t=1431) Long-term Vision: Community Impact and Legacy

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Clif Bar (product)
- Power Bar (product)
- Quaker Oats (company)
- Doug Gilmore (other)
- Cali's Sweets and Savories (company)

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- [345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-17-345-beyond-the-dieline-the-secret-success-behind-junebar-tom-seymour-and-keith-m) (People of Packaging)
- [312 - Jason Christensen from Blue Unicorn, the best protein bar on the planet?](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-06-10-312-jason-christensen-from-blue-unicorn-the-best-protein-bar-on-the-planet) (People of Packaging)
- [Founder Feature: Erica Groussman of Trubar](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-05-founder-feature-erica-groussman-of-trubar) (The Startup CPG Podcast)
- [Ep. 5: Flavor Unites with Clara Paye of UNiTE Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-06-07-ep-5-flavor-unites-with-clara-paye-of-unite-foods) (The Startup CPG Podcast)
- [Founder Feature: Katie Lefkowitz of Harken Sweets](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-06-founder-feature-katie-lefkowitz-of-harken-sweets) (The Startup CPG Podcast)

## Citing this page

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