Owners Coral + Will Frischkorn
Our Story:
Cured is a small shop focused on preserving a personal connection to food. We offer a hand picked selection of cheeses, cured meats, table wines, and other unique grocery items, all carefully chosen to help enliven an every day meal.
After years spent living in Europe, we became accustomed to the common notion of a small, personal, neighborhood market selling local products. The small shop with familiar, knowledgeable salespeople and a carefully chosen selection of products has been lost in the land of impersonal mega-supermarkets in the US. This lost style of shopping in which one stocks the pantry basics infrequently, and then makes almost daily rounds to the cheese monger, the butcher, the bakery, and the farm stand, is something that spoke to us and that we want to help further in Boulder.
Cured is built around products that excite us, grown and produced by people who are proud of what they make. We view these producers as partners, and people we want to champion. We present our foods at their best, when flavors jump off your plate and can make the simplest of meals something special. We want to make your shopping experience fun, interactive, and personal. Come in and explore the things that get us excited about food.
Will comes to Cured after a 10-year career as a professional Cyclist.
Racing most recently for Garmin-Slipstream, Will had the opportunity to live his childhood dream, travel the world racing his bicycle, and experience races like the Tour de France that he will never forget. After retirement from professional racing he spent a year as the Marketing Manger for Slipstream Sports, the management company of the Garmin-Transitions program.
While Will loved the world of cycling, food is his true passion. From memories of sitting on the counter “helping” his mother cook as a child, to hand-rolling fresh pasta for teachers in elementary school as Christmas gifts, he spent as much time in the kitchen as anywhere else. In the off-season of 2005, Will attended the Culinary School of the Rockies Professional Pastry Program.
As a cyclist Will was lucky to have both the time, and appetite, to cook creatively and truly explore the world of food. The entire time racing he knew that whenever he did hang up the skinny tires, the pursuit afterwards would be that of food and wine. Fortunately, even during his career, Will managed to fit in a good bit of time chasing both.
With Cured, Will wants to help reconnect people with the food source and remind them that anybody can put together an amazing meal if they have access to great, simple ingredients. When a customer through our doors he wants them to feel welcome, inspired, and find themselves in a fun, interactive environment. When they leave he hopes they know a bit more than when they walked in, and whether it’s a Tuesday dinner or a Saturday party, are genuinely excited about the food and drink they have in hand and the meal they’re heading home to enjoy.
After a school year spent abroad in southern France, Coral remembers sitting at the airport at 6am, devouring an entire wheel of raw milk camembert, disregarding the early morning shock, afraid she would never have it again. Fortunately that was not the case, but Coral’s true love of cheese, and all things food, was born.
With the food bug firmly ahold, once back at home, Coral began working in restaurants, carrying on to pursue an internship with the Telluride Food and Wine festival, working as a prep assistant for renowned chefs such as Gary Danko, Michelle Bernstein, Sue McGowan.
Since graduating from college, Coral has explored a number of different professional worlds, rounding her skill-set and learning constantly. After completing a yoga teacher training course in 2008, she developed a Yoga Therapy Program in a local physical therapy clinic,working with patients to overcome post-traumatic stress on the body from injury and surgery through a combination of traditional physical therapy and yoga philosophy. Drawing on three years spent as an intern and working for Patagonia in graphic and textile design, Coral started an independent graphic design firm focused on launching young companies, helping them establish their identity and branding. While starting Cured, Coral has been the driving force in branding, positioning, and Cured’s web presence. Bringing her varied base of skills to Cured is an exciting point of convergence, finally working in her true passion, food, with the ability to draw from all in the past.
Coral brings an element of creativity, passion, and knowledge to Cured that she hopes to share with every person who walks in the door. Coral hopes to help each person fall in love with food, like she did, years ago, at 6 am, wolfing down a wheel of camembert.