The Passion Behind Clif Family: Wine, Food, and Sustainability
Gary Erickson and Kit Crawford, the husband-and-wife team behind the iconic Clif Bar brand, have always been inspired by their farming heritage, a passion for quality ingredients, and a commitment to sustainability. Gary and Kit's journey from Clif Bar to sustainable Clif Family Winery was driven by their love for how food and wine bring people together. More than 20 years ago, they founded Clif Family Winery & Farm to celebrate community, connection, and the art of delicious, responsibly crafted products. As a certified
B Corporation, Clif Family Winery continues their mission of using business as a force for good.
We asked Gary and Kit a few questions about their incredible adventure from Clif Bar to Clif Family Winery.
Why did you start making wine in 2004?
“After moving to Napa Valley, we began planting olive trees, fruit trees, and a small vegetable garden on what is now the
Clif Family Farm, nestled on the back side of Howell Mountain. Coming from families that valued agriculture, nature, and the land, making wine felt like a natural next step for us.” - Gary
Why is organic farming so important to you?
“Organic farming is about health and community. By avoiding synthetic pesticides and fertilizers, we’re protecting our community’s well-being while supporting a cleaner environment. It’s about nurturing the soil, protecting biodiversity, and ensuring our wines are free from harmful chemicals.” – Kit
Food is a central part of the Clif Family experience. What drives your love of food?
“Food is a powerful way to connect with others. I’m passionate about using fresh, seasonal ingredients to craft dishes that taste amazing and support a healthier planet. Our Clif Family
Bruschetteria Food Truck at our
St. Helena Tasting Room is a delicious showcase of the bounty from our farm.” – Kit
What sparked the idea to create specialty food products alongside your winery?
“We started small, making olive oil with family and gifting homemade jams made from our farm's fruits. Today, many jars later, the connection to the land and fostering community through shared meals remains our inspiration.” - Gary
What was the vision behind the Organic Preserve Kitchen?
“Creating a dedicated space for making jams and hot sauces took time, but finding the perfect person to lead production was essential. Dulce Noonan has taken our preserves to a whole new level. I recently spent a couple of days in the kitchen helping the team make our Savory Onion Jam and it was a reminder of the labor of love that goes into each jar.” - Kit
How do you develop your recipes making sure that the food and wine complement each other?
Experimenting in the kitchen is my favorite part of creating a new product. We gather our chef, winemaker, and team to brainstorm new flavors, considering how they can complement both our tasting experience and our wines. There's always a bottle or two on hand to make sure the pairings work!” - Kit
What’s on the horizon from the Clif Family kitchen?
“We're excited to work on collaborations with other
B Corp companies and like-minded partners to create unique and delicious products. These partnerships allow us to support businesses that share our commitment to sustainability and quality, while also innovating in the kitchen. Stay tuned for exciting new offerings that reflect our passion for great food, responsible practices, and making a positive impact.” - Gary
What’s next on the Clif Family Winery journey?
“We’ve been collaborating with our winemaker, Laura Barrett, on exciting new projects from our Valle di Sotto estate vineyard in Napa Valley’s Oak Knoll District. This vineyard’s ‘sweet spot’ location allows us to create wines with lower alcohol and explore unique blends and varietals that highlight the character of the region.”- Gary
