Justin's: How I Built A Peanut Butter Company And Sold It For $281 Million

Justin Gold put his homemade nut butters in Whole Foods, but still couldn't turn a profit. A 2006 mountain-biking ride inspired a new product that put Justin's on the map. For more on how Denver and Boulder have rebuilt themselves as centers of business and industry, check out CNBC's primetime special, "Cities of Success: Denver & Boulder," premiering Thursday, April 11 at 10pm ET/PT.

Produced by: Zach Green
Senior Managing Producer: Eric M. Clark
Camera: Oscar Molina, Van Applegate
Audio: Drew Levinson
Animator: Elham Ataeiazar
Reporter: Andrea Day, Tom Huddleston
Additional Footage: Getty Images

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Justin's: How I Built A Peanut Butter Company And Sold It For $281 Million