Sustainability in Telluride - 42 Years
Photos by Eric paliuca
Baked in Telluride’s owner is longtime local Jerry Greene. An engineering and psychology graduate from Cornell University, Greene spent much of his college career at student station WVBR. His pursuit of a radio career led him to Telluride. After a stint in St. Louis with groundbreaking community radio KDNA, and in Denver starting the project that became KUVO, he came to the nascent resort in 1974 to consult with locals dreaming of a community radio station. In 1976, with purely non-commercial KOTO on a ﬁrm footing he asked “What else is missing?” His answer…”bread”! While not a commercial baker by heritage, the scientific and manufacturing nature of baking appealed. So began Greene’s second major community institution, Baked in Telluride.
Passionate about immigration reform, hospitality and Telluride’s responsible growth and development over the nearly 43 years that he has called it home, Greene’s civic spirit has moved him to be active in town government, serving on Town Council and many committees and boards. He continues his active involvement in politics, currently serving on the Open Space Commission which oversees preserved parcels east and south of town. He has spoken about business and baking at the high school, mentored a local kid, and donates baked goods and food to nonprofit events and food banks. Greene completed 27 consecutive Imogene Pass Runs and sponsors the 13 mile Sneffels Highline Run the ﬁrst Saturday in August.
Greene is a beloved employer who has sponsored his employees in athletic endeavors and has helped integrate the local Latino community. He lobbies congress on immigration issues. Social outreach is just one ingredient in his recipe for a successful business. As he says, “We’re proud of what we’re doing, we put our heart in it.” For him the greatest satisfaction is knowing the bakery is a part of Telluride’s everyday life. “My business model is to see my customers, locals and tourists, at least once a day
127 South Fir St
Telluride, CO 81435