Until I met Danny Grossman, I didn’t think America needed another energy bar. You may not have noticed but this great land of ours has entered what might be described as a golden age of energy bars. There’s Clif Bar, PowerBar, Balance Bars, Kind Bars, Chia Bars, LaraBar, Promax Bars, vegan, gluten-free, all-natural, cereal, protein, crunchy and gooey bars. Humble, old-fashioned granola bars and high-tech, scientifically-engineered superfood bars. And of course, as The Onion reported a while ago in a story headlined Women Now Empowered by Everything a Woman Does, energy bars fortified with nutrients especially for women have become popular:
Unlike traditional, phallocentric energy bars, whose chocolate, soy protein, nuts, and granola ignored the special health and nutritional needs of women, their new, female-oriented counterparts like Luna are ideally balanced with a more suitable amount of chocolate, soy protein, nuts, and granola…Proto-feminist pioneers like Elizabeth Cady Stanton and Susan B. Anthony could never have imagined that female empowerment would one day come in bar form.
But back to Danny Grossman. He’s the founder of Wild Planet Toys, which made socially-responsible toys, and he has been involved with the world of socially-responsible business for decades. He and his friends Mel and Patricia Ziegler have just launched Slow Food for Fast Lives, an energy-bar startup, that I wrote about last week in the Guardian. Like most entrepreneurs, Danny and his partners are optimists.
Here’s how my story begins:
At 55, Danny Grossman already has lived a full life.
He enjoyed a fascinating career in the foreign service: He was stationed in India and in Soviet Union-era Leningrad, where he was doing human rights work before he was accused of being a spy and expelled.
And 20 years ago, he started a company called Wild Planet Toys, which sells socially responsible toys designed to spark childrens’ imaginations. The company grew to have revenues of $60m before it was sold to Spinmaster, a bigger firm, in 2012.
Now Grossman is back in startup mode, this time with a company called Slow Food for Fast Lives that sells healthy, natural energy bars for people on the go. His partners in the venture are also serial, purpose-driven entrepreneurs: Mel and Patricia Ziegler, who founded Banana Republic and Republic of Tea.
The Slow Food for Fast Lives energy bars will stand out from the crowd mostly because they are savory, not sweet. Flavors include California, Moroccan, Indian and Thai. I tried them when I visited with Danny a while back near his home in the West Portal neighborhood of San Francisco, where he grew up; they’re quite tasty.
So crowded is the energy-bar market that consumers can choose among socially-responsible bars.
Clif Bar sources organic ingredients, offsets its carbon emissions, has a LEED platinum headquarters and promotes community service.
Is there room in the market for another energy bar? Hard to say, but Danny Grossman is a good guy, so I hope Slow Food for Fast Lives finds its niche, too.