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<strong>luckys</strong>_<strong>brand</strong>_<strong>book</strong>_<strong>v01.indd</strong> 1<br />
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CONGRATULATIONS<br />
ON YOUR NEW DIET.<br />
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Chances are you didn’t even know you were on a diet, let alone a new one. But don’t<br />
worry, the Bouldervore Diet doesn’t involve cutting out carbs or living on lemon juice<br />
and cayenne peppers. No, the Bouldervore Diet is just an approach to food. An approach<br />
defined by selecting food that’s good for you, and everyone and everything around you.<br />
But we’ll get into that a little more later on. We just wanted to start off this <strong>book</strong> with a<br />
congratulatory note.<br />
<strong>luckys</strong>_<strong>brand</strong>_<strong>book</strong>_<strong>v01.indd</strong> 4-5<br />
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WHAT IS A<br />
BOULDERVORE?<br />
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By no means are we wordsmiths or linguists (in fact, we’re just<br />
a bunch of chefs running a grocery store). But a Bouldervore is<br />
similar to a locavore; one who consumes locally grown/produced<br />
foods. The difference is - Bouldervores strive to consume all<br />
things Boulder. They eat, sleep, breathe and live Boulder. And<br />
when something is that different, it merits a special name.<br />
Besides, we think Bouldervore has a pretty nice ring to it.<br />
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RESET YOUR<br />
DEFINITION OF<br />
FRESHNESS.<br />
There are plenty of reasons to eat like Bouldervore. One is<br />
experiencing real fresh. You see, most stores have their produce<br />
shipped from hundreds to thousands of miles. And to package<br />
them, there are a lot of processes and chemicals involved. But<br />
when produce is grown locally, it’s usually harvested within 24<br />
of hours being purchased. So you’re literally going to eat the<br />
freshest produce possible. Pretty cool, eh?<br />
<strong>luckys</strong>_<strong>brand</strong>_<strong>book</strong>_<strong>v01.indd</strong> 10-<strong>11</strong><br />
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YOUR MOMMA<br />
WOULD BE PROUD.<br />
No really. For generations, moms have been preaching the value of nutrition. And<br />
as we all know, nutritional value decreases as time passes after harvest. But since<br />
locally grown produce is the freshest, they are more nutritionally complete. So be<br />
sure to tell your mom about your new diet. No one’s ever too old to score brownie<br />
points.<br />
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When living the Bouldervore Diet, you’re not only keeping our local farmers<br />
employed, but you’re also giving them more freedom with their crops. When farmers<br />
don’t have to depend on the few varieties that are bred for long-distance shipping,<br />
they’re free to raise more unusual varieties. Things you won’t normally find at a<br />
supermarket. And when you spend locally, the money stays in our community. It’s a<br />
win-win situation really.<br />
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EATING LIKE A<br />
BOULDERVORE<br />
IS EASY.<br />
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From locally grown organic produce to all-natural meats, Lucky’s has everything<br />
you need to eat like a Bouldervore. And if finding everything in one location<br />
isn’t easy enough, we’ve also got seven chefs running the store. That’s right,<br />
seven people that are extremely passionate about food. So the next time you’re<br />
in, check out the food they’ve prepared in the deli or feel free to ask them a<br />
question if you’re looking to get a little creative with your cooking. We’re sure<br />
you’ll find them equally as nice as they are talented.<br />
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While on the Bouldervore diet, there will be instances when you’ll<br />
experience an insuppressible urge to tell anyone and everyone all about it.<br />
We consider that a side effect. And while it’s a good one, your friends might<br />
tire of it. So here’s a sticker you can strategically place on your bumper or<br />
bike basket to subtly inform everyone of your Bouldervore lifestyle.<br />
<strong>luckys</strong>_<strong>brand</strong>_<strong>book</strong>_<strong>v01.indd</strong> 20-21<br />
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IT’S NOT OVER.<br />
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Sure, you may now know all there is to know about being a Bouldervore<br />
and how to eat like one, but your friends might not. And like all things new,<br />
questions will be asked. So we’ve written up a few questions your friends<br />
might have.<br />
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FRIEND: DOES BEING A BOULDERVORE INVOLVE THE CONSUMPTION OF BOULDER RESIDENTS?<br />
You: No. It’s just about consuming everything Boulder; living and breathing the Boulder culture in<br />
its entirety. You know, the stuff that we already enjoy doing.<br />
FRIEND: DOES BEING A BOULDERVORE REQUIRE AN AFFINITY FOR PLAID AND SANDALS WITH<br />
BUCKLES?<br />
You: No. But it does require a love for all things Boulder.<br />
FRIEND: SO WHAT THE HECK IS THE BOULDERVORE DIET?<br />
You: Well, it’s not a real diet. It’s just a mindset that complements my desires to only eat foods that<br />
are grown or produced in Boulder and to support Boulder’s local businesses.<br />
FRIEND: DOES THIS MEAN YOU’RE MOVING TO A FARM?<br />
You: No. (I can get everything I need from Lucky’s Market.) They sell any local <strong>brand</strong>s that meet<br />
their quality standards and own a produce farm less than three miles from their store.<br />
FRIEND: SO BEING A BOULDERVORE MEANS YOU GET TO EAT THE FRESHEST FOODS THAT TRAVELED<br />
THE FEWEST MILES AND HAVE THE MOST NUTRIENTS?<br />
You: Yes.<br />
FRIEND: WHAT IS IT ABOUT YOU BEING A BOULDERVORE THAT I FIND SO ATTRACTIVE?<br />
You: It’s really hard to say. Maybe I’m producing a new pheromone since I’m eating foods that are<br />
harvested the same day I buy them. Or maybe it’s my passion for sustainability. It could also be<br />
my love of community and the fact that, every time I buy from Lucky’s, I’m supporting the local<br />
economy.<br />
FRIEND: THIS IS BLOWING MY MIND, CAN WE GO GET SOME FOOD?<br />
You: Yes, let’s bike over to Lucky’s. They also have food prepared by chefs.<br />
Eat like a Bouldervore.<br />
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