Naturally Boulder Finds a New Home at Historic Alfalfa’s Market



“To provide wholesome food – organic whenever possible – to customers with a healthy dose of friendly and knowledgeable customer service.”

That was the founding mission of Alfalfa’s market when it opened its doors in 1979 as Pearl Street Market, and despite drastic expansion, changes of ownership, mergers, and divestitures,the mission hasn’t faltered since. The progressive market has maintained its reputation as the place where emerging Boulder-based natural products brands make their debut, and where the community can support their local growers and entrepreneurs while enjoying goods that are ahead of the next trend.

From left to right: co-founders Hass Hassan and Mark Retzloff.

The radical idea to open “more than just another market” can be credited to Mark Retzloff (former Naturally Boulder board member and current advisor), Barney Feinblum, Hugo van Seenus, and Jimmy Searcy, when they sought to create a market with space for live music, food bank drives, parking lot dog washes, pancake breakfasts, rallies, or any other type of event that reverberated the values of the natural products community. Alfalfa’s spirit was so contagious that it was even captured in a song by Boulder-bred band, Leftover Salmon.

A new chapter in Alfalfas’ storied history begins this week, when Naturally Boulder moves into Alfalfas’ co-working space from its old home at the Impact Hub. The congruency between Alfalfas’ and Naturally Boulder’s missions creates great excitement over future events, and according to Naturally Boulder executive director Arron Mansika, it rings in a “new era,” for the naturals community, with “synergetic benefits we can’t even yet imagine.”

Winter Wall, Alfalfa’s director of branding & partnerships as of 2017, is thrilled that the market will “continue its long-term partnership with Naturally Boulder,” and believes that both “iconic brands foster growth and [possess missions that] align the communities [they] serve in the natural and organic industries.”

Naturally Boulder members can look forward to exploring the space at January’s events. Until then, we can all begin to dream what’s possible as Naturally Boulder settles into this dynamic space!