Friday, April 22, 2011

Day 184 - Alfafa's

Thought of the day: Alfafa's is back in Boulder!  Alfafa's started in 1983 as the trendsetter for natural food supermarkets at that time.  In 1996, it was acquired by Boulder's Wild Oats which was subsequently acquired by Wholefoods in 2007.  Luckily, FTC required Wholefoods to sell some of its stores for monopoly concerns and Alfafa's former location was on the chopping board.  One of the founders of Alfafa's bought it to bring back the original store.  Today was the Earth Day and Alfafa's official opening day and what an opening day it was!  The store was crowded throughout the day.  We spent an entire morning there with a couple of friends and had lunch in its cafe.  Thankfully, the new, and also the original, owner of Alfafa's seems to really care about healthy food and environment instead of just paying lip service to both and looking at the natural food market as a cash cow.  The store really lives up to his vision.  A lot of the food comes from Colorado, there are no individually wrapped fruits (how silly that is but many stores do it), the salad bar offers all organic vegetables, and 75% of the bulk food section is organic according to the store.  On top of that, the price is pretty reasonable.  I have had gripes about Wholefoods for a long time but still had to cave in once in a while because Wholefoods offered a lot more products than others.  Well, not any more!  I am glad that Boulder finally has a natural food supermarket that's both well-stocked and well-priced, and more importantly, one that seems to genuinely care about healthy food and the environment.  I hope Boulder shoppers are sophisticated enough to recognize that and will allow Alfafa to succeed and become the trendsetter again and put conscience back into the natural grocery market.

Photo of the day:
Life music entertainment in Alfafa's cafe in its opening day.  Izzy danced to the music with her mom.

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