Purely Elizabeth moves HQ to Boulder

BOULDER – Appetite for Healthy Living LLC, doing business as Purely Elizabeth, moved its New York City headquarters to Boulder last week to be closer to its manufacturing and to tap into the local natural and organic foods network.

The company, now located at 3200 Carbon Place, makes organic granola, oatmeal and baking mixes for cookies and pancakes, specializing in using ancient grains like quinoa and chia seeds.

Three of Purely Elizabeth’s four employees, including owner Elizabeth Stein, made the move to Boulder. The fourth will be replaced, and two more added this year, Stein said Tuesday.

Purely Elizabeth moved its manufacturing from Vermont to a co-packer in Denver in January.

“With that part moving out west, I felt like strategically it would be great to be located so close to our manufacturing,” Stein said. “And Boulder is such a huge place for natural foods and innovation. It made sense to come out and be in this space.”

Stein, the sole owner, founded Purely Elizabeth in 2009, and has seen rapid growth since. On Sunday, the company launched its products in all 1,789 Target stores nationwide. The company is already in Whole Foods, Vitamin Cottage and Alfalfa’s, with Sprouts on the horizon.

Stein said she expects about $5 million in revenue this year, double that of last year.

Stein worked in the fashion industry before going back to school to study holistic nutrition and eventually start Purely Elizabeth. She said the ancient grain movement has taken awhile to catch on. But she said gaining a foothold in Target is a good sign.

“I think the acceptance of it, certainly with Target, shows how the trend has become … what people are looking for now,” Stein said.

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