The City of Fruita is a home rule municipality located in western Mesa County, Colorado, United States. Fruita is part of the Grand Junction, CO Metropolitan Statistical Area and within the Grand Valley. The geography is identified by the bordering Colorado River (historically known as the Grand River) on the southern edge of town, the Uncompahgre Plateau known for its pinyon-juniper landscape, and the Book Cliffs range on the northern edge of the Grand Valley. The population was 12,646 at the 2010 census. Originally home to the Ute people, white farmers settled the town after founder William Pabor in 1884. Ten years later, Fruita was incorporated. Economically, it started out as a fruit-producing region, but today it is well known for its outdoor sports such as mountain biking, hiking, and rafting, its proximity to the Colorado National Monument, and its annual festivals. Fruita has been the winner of the Governor's Smart Growth and Development Award for four consecutive years. The city motto is "Honor the Past, Envision the Future".