GRAND JUNCTION, Colo. (KKCO) - The economy is tough right now and a lot of businesses are struggling to keep their doors open, but one local merchant might have the key to success.

"Oh, to me this economy is a challenge. I love it," says Farmer Bob, owner of Alida's Fruit.

Robert Helmer is a Grand Junction icon, but you might know him as Farmer Bob. And the Alida's Fruit owner refuses to let this economic downturn turn his smile upside down.

"It's a challenge to see what I can do to keep my sales up and keep them growing. I've managed double-digit increases for the 20 years since I've been in the Valley, so I have a challenge ahead of me," he say.

Farmer Bob has enlisted the help of local advertising business, Ryan, Sawyer and Whitney to make his fruit company juicer than ever.

"He's a very savvy businessman and he knows, he recognizes what he needs to do and he's not content just to stay where he is. He wants to expand his business," says Dan Ryan with RSW.

The advertising business has shown Farmer Bob that the days of putting an ad in the newspaper to attract customers is long gone. So RSW has shown him some new media ways to grow his business.

"This is where it's going. The rules of marketing have changed and that's being accelerated by the economic environment we are in," says Ryan.

Farmer Bob hasn't let new age technology scare him. He now has a new and improved Web site with a user-friendly shopping cart. Alida's Fruit is using Facebook to promote its products and special discounts and the best part, Farmer Bob has a YouTube video, "Jammin' with Farmer Bob."

"He recognizes the value of using social media to expand his market base and he's been very successful at it because he is sort of the brand. Farmer Bob is Alida's Fruit," says Ryan.

Farmer Bob used to be limited to selling his product in the Grand Valley, but with new technology, Alida's Fruit can sells products world wide.

"Under this marketing scheme, his sales are only limited by his capacity to make the product," says Ryan.

Farmer Bob says the answer to his success is using every tool possible to get his product in the hands of consumers. And his willingness to try new age techniques with a positive attitude, is a recipe for success.

"You can be very unhappy, negative and be down on yourself. Or you can chose to be positive and enjoy life and things go a lot better," says Farmer Bob.

Farmer Bob is also co-marketing with neighboring businesses. This week if you spend $50 or more at Alida's Fruit, you'll receive a coupon for one free meal and drink of your choice at Main Street Cafe.