With a large number of major and minor natural products players in the area, including Wild Oats Markets, Celestial Seasonings, Rudi's Organic Bakery, White Wave and Horizon Organic, New Hope Natural Media, Izze Beverage Co., Aurora Organic Dairy, Whole Foods Market stores, and others, Boulder and the surrounding region has established itself as a central location of preference among businesses involved in the nearly $50-billion U.S. market for natural and organic products. From humble beginnings, annual revenues contributed by these businesses to the Colorado economy are now estimated to total more than $2 billion, according to research conducted in 2005 by Compass Natural Marketing and published in the Daily Camera and ColoradoBiz Magazine.