03.30.12
Sarah Crawford is the co-founder and co-CEO of Squarebar, an organic, non-GMO project verified balanced nutrition bar. Squarebar launched at Natural Products Expo West 2012 and is based in the San Francisco Bay Area. Her passion for nutrition stems both from intrigue and necessity. Intrigue as a proponent and active supporter of the natural, organic, and non-GMO movements, and necessity as a consumer tasked with eliminating ubiquitous allergens like gluten and dairy from her diet. In addition to Squarebar, Sarah is the Northern California account manager for Intraceuticals, an oxygen infusion treatment and professional line of skincare products. She is a licensed esthetician. You can find out more about Sarah and Squarebar at www.SquareBar.com.
Health E-Insights: What was your motivation to create square bar?
Ms. Crawford: A few years ago I went through an elimination diet to attempt to manage my out-of-control asthma. I soon discovered that by eliminating inflammatory foods like gluten, whey, casein, etc. that my asthma began to go away. I now live medication free. No joke. As you can imagine, this sort of diet requires a lot of planning and cooking. When I started an outside sales job a couple years back, I found myself having a very hard time eating healthy on-the-go. I ate all different kinds of bars, but always found myself making some sort of a compromise. I wanted a balanced snack free of soy, gluten, and dairy, and that was less then 200 calories with a balance of natural sugars and protein, ideally from organic ingredients. Hard to believe after one look at the bar aisle, but there wasn't anything out there that met these requirements. We wanted a bar made with real food. Food that is naturally nutrient rich. That's why we use coconut nectar to sweeten, brown rice concentrate for protein, and coconut oil for a healthy fat.
Health E-Insights: Doesn’t the world have enough chocolate?
Ms. Crawford: Some chocolate bars are not chocolate coated. That is, they’re coated in a compound chocolate. A coating that tastes waxy and odd. They are actually a cheap imitation designed to withstand higher heats using palm kernel oil instead of cocoa butter. The former having ill effects on your health and the environment. Real organic chocolate made from cocoa butter is not only delicious but nutritious. Asking if the world can have too much chocolate is like asking if the world could have too many puppies. The answer to both questions is most certainly not.
Health E-Insights: Does Huey Lewis know you’re using the words from his song in your website?
Ms. Crawford: It's an homage. If Huey has a problem being homaged, if that's a word, then so be it.
Health E-Insights: What’s your favorite square bar flavor?
Ms. Crawford: Cocoa coconut is definitely my fave. Partly because it tastes like a Mounds candy bar, but also because I am very proud of it. Having formulated all the bars in our kitchen without the use of added flavorings is quite difficult, and a subtle taste like coconut is no exception. We use shredded coconut and extra virgin coconut oil which give this bar such a delicious, familiar flavor without the yucky after taste of a natural flavor. It takes quality ingredients to get a truly quality taste. We have had many chocolatiers give us props on our goods. It tastes like a dessert so much so, that when we tell people there are 11 grams of protein in the bar they don't believe us. Believe it people.
Health E-Insights: What was your most rewarding experience at Expo West?
Ms. Crawford: Seeing people love the taste of Squarebar. My partner Andrew and I built Squarebar from the ground up, from formulation to the design of the packaging. Seeing people genuinely love the bars and our branding was the most rewarding experience of my life. The hard work, tears, and sleep deprivation paid off big time.
Health E-Insights: Will you post this link on your website?
Ms. Crawford: Definitely.
Sheldon Baker wants to interview you. Contact him at SBaker@BakerDillon.com. Follow him on Twitter @NutraInk and visit his website at www.BakerDIllon.com.
Health E-Insights: What was your motivation to create square bar?
Ms. Crawford: A few years ago I went through an elimination diet to attempt to manage my out-of-control asthma. I soon discovered that by eliminating inflammatory foods like gluten, whey, casein, etc. that my asthma began to go away. I now live medication free. No joke. As you can imagine, this sort of diet requires a lot of planning and cooking. When I started an outside sales job a couple years back, I found myself having a very hard time eating healthy on-the-go. I ate all different kinds of bars, but always found myself making some sort of a compromise. I wanted a balanced snack free of soy, gluten, and dairy, and that was less then 200 calories with a balance of natural sugars and protein, ideally from organic ingredients. Hard to believe after one look at the bar aisle, but there wasn't anything out there that met these requirements. We wanted a bar made with real food. Food that is naturally nutrient rich. That's why we use coconut nectar to sweeten, brown rice concentrate for protein, and coconut oil for a healthy fat.
Health E-Insights: Doesn’t the world have enough chocolate?
Ms. Crawford: Some chocolate bars are not chocolate coated. That is, they’re coated in a compound chocolate. A coating that tastes waxy and odd. They are actually a cheap imitation designed to withstand higher heats using palm kernel oil instead of cocoa butter. The former having ill effects on your health and the environment. Real organic chocolate made from cocoa butter is not only delicious but nutritious. Asking if the world can have too much chocolate is like asking if the world could have too many puppies. The answer to both questions is most certainly not.
Health E-Insights: Does Huey Lewis know you’re using the words from his song in your website?
Ms. Crawford: It's an homage. If Huey has a problem being homaged, if that's a word, then so be it.
Health E-Insights: What’s your favorite square bar flavor?
Ms. Crawford: Cocoa coconut is definitely my fave. Partly because it tastes like a Mounds candy bar, but also because I am very proud of it. Having formulated all the bars in our kitchen without the use of added flavorings is quite difficult, and a subtle taste like coconut is no exception. We use shredded coconut and extra virgin coconut oil which give this bar such a delicious, familiar flavor without the yucky after taste of a natural flavor. It takes quality ingredients to get a truly quality taste. We have had many chocolatiers give us props on our goods. It tastes like a dessert so much so, that when we tell people there are 11 grams of protein in the bar they don't believe us. Believe it people.
Health E-Insights: What was your most rewarding experience at Expo West?
Ms. Crawford: Seeing people love the taste of Squarebar. My partner Andrew and I built Squarebar from the ground up, from formulation to the design of the packaging. Seeing people genuinely love the bars and our branding was the most rewarding experience of my life. The hard work, tears, and sleep deprivation paid off big time.
Health E-Insights: Will you post this link on your website?
Ms. Crawford: Definitely.
Sheldon Baker wants to interview you. Contact him at SBaker@BakerDillon.com. Follow him on Twitter @NutraInk and visit his website at www.BakerDIllon.com.
