Boulder hosts "Shark Tank" competition for natural foods

Five natural foods companies are competing Thursday for this year's Naturally Boulder title.

Why it matters: The "Shark Tank"-style competition run by the local economic development group promotes organic and natural products made in the Boulder area — only enhancing the town's endearing granola reputation.

Meet the competitors: This year's "Pitch Slam" finalists were pared from a list of more than 20 companies. Some are brands you can find on local shelves now.

• Frescos Beverage: The first Latino non-alcoholic beverage company in the state specializes in aguas frescas, the refreshing drinks with fun fruit and spice pairings from Central and South America.
• Fossil Fuel Donuts: The Longmont company relocated from Alaska and makes doughnuts with less than 2 grams of sugar that fit keto, paleo and vegan diets. Flavors include chocolate almond maca and blueberry acai lavender.
• Wild Barn Coffee: This innovative female-founded company makes shelf-stable, ready-to-drink nitro cold brew. Headquartered in Boulder, Wild Barn only uses fair-trade organic coffee.
• Pastificio Boulder: The pasta company makes small batches using heirloom wheat and other ancient varieties, sourced locally when possible, and using Italian techniques. Its packaging is plastic-free.
• Core and Rind: Made in Hudson, these cashew cheesy sauces took 18 months to develop, and are self-stable and dairy-free. All so you can feel better about your heaping pile of nachos and mac and cheese.

Of note: Winners get a prize pack that includes free financial and legal advice, as well as strategic consulting to boost the local businesses.