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2004: Naturally Boulder
The formation of Naturally Boulder in 2004 is a critical point because it solidified Boulder’s reputation for valuing healthy lifestyles. Naturally Boulder’s purpose is to unite the city as the center of industry for natural products, since the city has a long timeline of founding environmental and healthy contributions. Additionally, this incorporated the city and region's desire to live more sustainably and conserve valuable lands.
Contributing To A Healthy Lifestyle Beginning with the end of the 1970s, in 1979 Bolder Boulder was established, which is a 10k race ran on Memorial Day through the streets of the city. Eventually it became the world’s second largest 10k race (41). In 1982, the state of Colorado experienced Exxon ending its Western Slope oil shale operations and Colorado Fuel and Iron ending its large blast furnaces. In 1985, building upon the Comprehensive Plan adopted in 1978, 35,000 acres were rezoned with conservation easements for the purpose of preservation (70). Then in 1987, “Wild Oats is founded in Boulder. It became one of the largest natural grocers in the world and, eventually, would be purchased by Whole Foods” (41). Following the establishment of Wild Oats, Gaiam is founded in 1988 to “bring ecological awareness to consumers and became a world leader in ecological and health information and goods” (41). Naturally Boulder works to bring all these events together (and many more), and solidify Boulder's reputation, which is most desirable in a place to live.
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