Clif Bar with Clif Wine

"Clif Bars and Luna Bars evoke images of an active, outdoorsy lifestyle. But I'll admit that I've always dismissed energy bars as unappetizing substitutes for real food. So it struck me as a little funny to hear the founders of Clif Bar espousing the virtues of good food and wine.

Gary Erickson and Kit Crawford have gone so far as to start a Napa Valley winery, Clif Bar Family Winery. Certainly it's not uncommon for people who are successful in other businesses to decide to start wineries. A number of high-tech entrepreneurs, for example, have done just that. But an energy bar creator?

"We get a little of that," Erickson said, adding that the second reaction is usually "that's really cool."

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