Rocky Ford's most pressing challenge is building a sustainable job economy. We have faced a decline in population through the decades which has been attributed primarily to the lack of employment. Our town was built on farming, ranching and manufacturing, and over the years, the evolution of technology and modernization has displaced the core employers and removed most of these jobs from our area. In the 1990's, the decline continued as local retail businesses closed their doors due to competition from a nearby big-box retailer. We're now faced with a challenge of building a sustainable job economy for our citizens.