The Nature Conservancy’s contest focuses on one of Ploughboy’s primary missions: economic sustainability. As owner, Kerry Nelson, explains, however, it quickly became clear that operating an all-local food market necessarily implicated other types of sustainability. “We wanted to find ways to support the economy of central Colorado through local food. But, doing that meant we ended up with a smaller carbon footprint, food that’s better for the consumer and integrating into the community in ways we didn’t see coming. So we see local food as supporting not only economic sustainability but also planetary sustainability, community sustainability and self-sustainability.” The market’s website highlights a variety of Ploughboy’s efforts including installing custom built refrigeration that uses outside air during the cold winter months rather than running condensers. Ploughboy also puts food scraps in “chicken buckets” which locals to pick up to feed livestock and partners with both producers and a local trucking company to streamline transportation miles.