Three months after opening, Wheat Ridge Meats owner Jeff Prah is still working to carve out the business’s own identity.
The shop at 5650 W. 29th Ave. opened in October as Wheat Ridge Poultry & Meats, the same name that had graced the location since 1942. But when the former owner, Jessica Bobitsky, sold the business name – Prah rebranded as “Wheat Ridge Meats” to avoid confusion and potential legal issues.
“I still don’t feel like they’re my competition, because I’m running a totally different concept than they are,” Prah says. “There’s still no ill will. I wish them the best. I really do.”
That strategy appears to be paying off, with Wheat Ridge Meats surpassing $200,000 in sales in its first 80 days, helped by strong Thanksgiving and Christmas traffic.
Despite vocal critics on social media platforms like Nextdoor, Prah has remained focused. “I don’t listen to the static,” he says. “We’re taking the high road. We’re focused on trying to be an awesome neighborhood market that everybody’s stoked about.”
“We’re really thankful how the community and the neighborhood has just been embracing us,” Prah adds.
A new exterior sign reading “Wheat Ridge Meats” is set to be installed by early February, helping distinguish the business as it continues to build its local reputation.
