Boulder: The New (Green and Crunchy) Peoria

My beloved hometown, the eco-fabulous, natural foods and outdoor recreation mecca of Boulder, Colorado has seen its global profile raised by a couple of recent corporate announcements by international consumer brands the Mars Candy Company and Wenger, the swiss army knife maker. Boulder, it seems, has become a highly desirable test market for global brands seeking to increase their presence in the healthy living, outdoor recreation, and natural foods sectors - kind of like a green and crunchy version of that old middle American stalwart test market - Peoria, Illinois. I guess the theory is if it plays in Boulder, it will play in similar upscale demographic enclaves around the nation.

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Press Release: Mars Chocolate North America Introduces goodnessKnows™ Luscious Snacksquares Brand to Boulder, Colo. Market

“HACKETTSTOWN, N.J. --- Mars Chocolate North America announced today the
premiere of goodnessKnows™ luscious snacksquares in Boulder, Colo.

'This area is world-famous for its emphasis on and appreciation of −
healthy living,' said Suzanne Stites, cocoa flavanol platform leader, Mars
Chocolate, North America. 'If we can get a stamp of approval from Colorado’s
discerning, health-conscious consumers, then consumers everywhere should embrace this new snack!' "

Press Release: Wenger Announces Plans For Retail Store in Boulder, CO

"February 24, 2010 — Wenger, Maker of the Genuine Swiss Army Knife, and
Established Brands International today announced plans to open its first United
States retail store, to be located on iconic Pearl Street in Boulder, Colorado.
The 3,000-square foot retail shop, scheduled to open in April, 2010 will be
situated in the heart of Boulder’s historic downtown district.

The new retail store... will be designed in a vintage, natural environment,
to reflect one of the most highly recognized outdoor brands in the world in one
of the most outdoor-centric locations within the United States. The Pearl Street
site will be the first retail outlet in the U.S. to house Wenger’s entire global
family of products and will serve as a key facility to launch new product
lines...

'Boulder provides a sense of authenticity for all things and activities
pertaining to the outdoors,' said Ron Page, CEO Established Brands
International. 'It’s a perfect fit for us.' "

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Although the tone in the first part of this blog post was a bit bemused, this is serious business for Boulder which is uniquely positioned as an innovator in the natural and organic food and outdoor recreation industries. Boulder's long-term economic vitality depends in part on growing these segments of the local economy.