With strong support from the community and law enforcement, Rocky Ford was one of the first Colorado communities to pass and implement a retailer licensing ordinance. By holding retailers accountable, retailer licensing is a measure proven to be effective in limiting youth access to tobacco products. Neighboring La Junta also passed a retailer licensing ordinance, spearheaded by the local Tobacco Leadership Coalition, a group of community members who supported the measure. Otero County is taking a stand to prevent youth tobacco use with immense ongoing support and enforcement of this measure from county-level leadership, law enforcement in Rocky Ford and La Junta, and community advocates. With the passage of HB-1033 in March 2019, Otero County is looking forward to pursuing full tobacco retail licenses without risk of losing revenue.