Back Again: Alfalfa's Returns to Boulder

April 2011

Alfalfa’s, Boulder's iconic natural foods store, is coming back to life this Friday, just in time for Earth Day. 

The flagship location on Broadway, which opened in 1979 as an expansion of the Pearl Street Market, was acquired in 1996 by Wild Oats Markets, which was then taken over by Whole Foods Market. Following a recent ruling by the Federal Trade Commission, however, the Broadway store and the Alfalfa's trade name, logo, and brand were listed for sale.

Mark Retzloff, Alfalfa’s original founder, is back onboard, along with co-founders Barney Feinblum, Jimmy Fearcy, and Hugo van Seenus—all long-time pioneers of the organic movement. Under their ownership, the store is free to focus on local and organic products—calling Boulder and Colorado their "brands."

"We want to truly be a community-based store," explains Retzloff.

To that end, the newly remodeled market has added 3,800 square feet to highlight Colorado merchants, such as Black Cat Farm, Abbondanza, Cure Organic Farm, and Lasater Grasslands Beef. The space has also been updated with a hardwood-paneled craft beer, wine, and spirits room, an expanded bulk-food section, a demonstration kitchen, a community room, and a cafe.

Bonus: Check out Alfalfa's Sustainable Value Program, featuring 100 basic food items at reduced costs.

 1651 Broadway, Boulder, 720-420-8400