Kind Bars – More than a Product

Doing the Kind Thing

A Surfrider Sponsor Story

Written by SurfWriter Girls Sunny Magdaug and Patti Kishel

The saying "Nice guys finish last" doesn't apply to Daniel Lubetsky. And, thankfully so, since Lubetsky is the founder and CEO of Kind - a company that not only makes a great snack product, but a positive difference in the world.

A Surfrider Foundation sponsor, Kind's motto is "Do the Kind Thing." More than a motto, this concept is at the heart of the company's core values.

Currently the fastest-growing snack foods company in the country, Kind shares Surfrider's goal of making the world a better place. Rather than just adding another sugary, artificial ingredient-filled snack on store shelves, Kind's snacks have "healthy ingredients with names you can pronounce," sold in clear packages that let you see what you're getting.

"Transparency is one of our core principles," says Lubetsky.

"We treat food with integrity. We don't commodify it beyond recognition."  Proof that this strategy of openness is working is that Kind has grown into a $120-million-a-year business that sells 20 million snack bars a month.

Kind is focused on more than revenues, though. Since its conception it has made charitable giving and social consciousness a key part of its operation.    

Kind's recipe for success is to Think boundlessly; Work purposely; Live passionately.

Underlying it all is the philosophy of: AND.

Rather than saying a product should be healthy OR taste good; be good for people OR the environment, Kind always goes for "AND," providing BOTH options.

"The AND philosophy is the foundation for all we do at Kind," says Lubetsky. He notes that "thinking with AND can help you solve social problems and identify commercial applications" and new marketing opportunities.

SurfWriter Girls Sunny Magdaug and Patti Kishel have learned that, to fully understand how Kind gets things done, you have to know what it stands for.

Kind's Ten Business Tenets

1. AND - make incompatible choices compatible

2. Purpose - know your mission and execute it

3. Grit - put in the hard work to succeed

4. Truth & Discipline - stay true to your brand

5. Keep it Simple - have straightforward products and goals

6. Originality - look for fresh ideas

7. Transparency & Authenticity - keep it honest and real

8. Empathy - understand others' viewpoints

9. Trust - Trust and empower your team

10. Ownership - create an entrepreneurial culture

Just as the Surfrider Foundation's activist network of volunteers works to protect the world's oceans, waves and beaches, Kind's team works to make the world a healthier...and kinder place.

 SurfWriter Girls

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Sunny Magdaug and Patti Kishel hold the exclusive rights to this copyrighted material. Publications wishing to reprint it may contact them at surfwriter.girls@gmail.com Individuals and non-profit groups are welcome to post it on social media sites as long as credit is given.