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 Subscribe to CNBC Make It.: http://cnb.cx/2kxl2rf Want to make extra money outside of your day job? Take CNBC’s new online course How to Earn Passive Income Online to learn about common passive income streams. Register today and save 50% with discount code EARLYBIRD: https://cnb.cx/3Is19fx About CNBC Make It.: CNBC Make It. is a new section of CNBC dedicated to making you smarter about managing your business, career, and money. Connect with CNBC Make It. Online Get the latest updates: https://www.cnbc.com/make-it Find CNBC Make It. on Facebook: https://cnb.cx/LikeCNBCMakeIt Find CNBC Make It. on X: https://cnb.cx/FollowCNBCMakeIt Find CNBC Make It. on Instagram: https://bit.ly/InstagramCNBCMakeIt #CNBC #CNBCMakeIt #foundereffect Justin's: How I Built A Peanut Butter Company And Sold It For $281 Million