The Husband and Wife Behind Clif Bar Are Set to Become Self-Made Billionaires

Owners Erickson, Crawford make fortune from Mondelez purchase
Erickson turned down $120 million from Quaker Oats in 2000

Kit Crawford and Gary Erickson — Kit Crawford and Gary EricksonPhotographer: Liz Hafalia/The San Francisco Chronicle/Getty Images

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By Josephine Walker

June 22, 2022 at 11:10 AM EDT

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Gary Erickson was offered a tantalizing sum from Quaker Oats in 2000 to sell Clif Bar & Co., his upstart energy-bar maker: $120 million.

He walked away. As the company’s website put it: “CLIF Is Not For Sale.”

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Before it’s here, it’s on the Bloomberg Terminal