Case Holsworth seems to have a knack for aligning his personal passions and good business. As the founder and CEO of Safe + Fair, the runaway hit of a company that makes delicious, allergy-free foods—he’s inspired by the meals he enjoys at home with his family.

“I’m obsessed with everything Courtney makes,” Holsworth says of his wife, lifestyle influencer Courtney Holsworth, who has made a name for herself sharing simple, clean recipes on her Instagram account @alifefromscratch. “Courtney cooks all of these amazing meals for our family and I realize that’s not only a treat, but such a privilege we have. We get to eat these homemade, clean recipes right in our house every day.”

So Holsworth, himself a gluten-free eater, decided to take this idea to market—the concept of making craveworthy foods with clean ingredients, at a price point that doesn’t scare consumers away. Safe + Fair’s clean label, plant-based foods are made free of the top nine allergens—egg, milk, soy, wheat, peanut, tree nut, fish, shellfish, and sesame. So every product that bears a Safe + Fair label—from its kids’ protein powders and flavored granolas to its drizzled popcorns and dessert mixes—is put through the strictest allergy testing in the world. As part of Safe + Fair’s commitment to making allergen-free products, three percent of its proceeds are donated to the Sean N. Parker Center for Allergy and Asthma Research at Stanford University.

“At Safe + Fair, it’ so important that our customers trust us,” Holsworth explains. “We want people to know exactly what they’re eating,” he says. “If they’re buying our Strawberry Shortcake Granola, they’re getting real strawberries—not strawberry flavoring. It’s not always easy to make this happen, but we do.”

Safe + Fair’s head chef Jess Grelle is also based in Barrington and uses her home kitchen to test out ideas before the recipe is commercialized. Jess takes inspiration from her favorite recipes to make irresistible food, like Safe + Fair’s Honeycrisp Apple Pie Granola, Key Lime Pie Drizzled Popcorn, and Birthday Cake Granola.

“I just love the idea that Jess is using recipes that work for her family or work for mine and uses them as a starting point for the products we make at our company,” he says. “That’s exactly how it should be.”

Typically, it takes 14 weeks from Holsworth having an idea for a Safe + Fair product before it hits store shelves. “This is pretty incredible,” he says, having worked in the food industry for companies like Pepsi where it can take years to bring a new product to market. “But we know when we do things the Safe + Fair way, 80% of our current online customer base will buy a new product when we launch it. We’re always so excited and so proud of our food—we can’t wait for people to try it.” Holsworth also takes pride in knowing that his son Chad—a graduate of Saint Anne Parish School, Saint Viator High School, and the University of Chicago Booth School of Business—is watching over all of these online sales as Safe + Fair’s head of E-commerce.

In addition to growing Safe + Fair’s presence online and at retailers like Target, Costco, and Kroger (to name just a few), Holsworth currently oversees two other brands from his Barrington home office. “That’s another story for another day, but there are lots of very good things happening.”

To learn more about Safe + Fair or to purchase their products, visit safeandfair.com.