It all began in 2007 when Kimberly Crupi Dobbins worked for an investment research company in Chicago.
As a way of thanking its employees, the company offered a six-week sabbatical. Dobbins traveled the world for 42 days, and one of the goals of her trip was where to focus her personal interests when she returned home. As she made her way across the globe, all roads led to health and wellness. She witnessed different dietary theories from around the world, which proved to be an eye-opener. Once home, she became certified as a holistic health counselor. Being personally put on an elimination diet, she began crafting sweet treats to meet the dietary needs in her own kitchen, and the Simple Square was born.
Can you tell me about your educational and employment background? And how long have you been the Chief Square?
I graduated from Wake Forest University in Winston-Salem, N.C. with a bachelor’s degree in history and from Boston College with a master’s degree in education. I worked in the financial industry for 13 years at Goldman, Sachs & Co and Morningstar Inc. before becoming the Chief Square in January 2011.
Why is it important to you to use five whole food ingredients and to make sure nutrients aren’t compromised?
So many of the foods we eat today are processed and literally stripped of and vitamins, minerals and nutrients right out of the original state of foods. By keeping products raw and minimally processed we retain many of these beneficial properties when eating on-the-go.
Simple Squares are unique in that, obviously, they are square. Can you share with us your thoughts surrounding this idea?
As the first original Square bar on the market, we needed a way to differentiate ourselves from the pack. Our shape, herbal infusion and ingredient profile are what set us apart. We have had several companies copy our shape and while we consider imitation the sincerest form of flattery, we don’t feel any of these products are comparable to the Squares.
You use honey in all of your Simple Squares. Why did you choose honey as the sweetener in your product?
Let’s face it—we all like sweets! So if we’re going to eat them we may do so in the most nutritious form possible. For us, that meant honey as it has trace amounts of minerals and nutrients in its composition.
What do you love most about working with honey?
The natural, pure goodness of it all!
Do you have any future plans for more Squares containing honey?
We do! Many plans in the works and being released soon.