In 2012, the Boulder-based firm launched by Steve Savage, a founder of the compostable products firm Eco-Products, sold its wholesale non-food natural products business to Healthy Green, which then in turn was absorbed by United Natural Foods. With the wholesale business gone, National Eco Wholesale, or NEW, focused on its brands: Boulder Cleaners cleaning products and, as of this July, CompoKeeper, an indoor compost bin.