Town Considers 'WTF' Slogan Fruita, Colorado residents would translate that as 'Welcome to Fruita' By Neal Colgrass, Newser Staff Posted Feb 20, 2012 3:34 PM CST 6 comments Comments The current sign for "Fruita, Colorado," without any expletives. (Wikipedia) (Newser) – A Colorado town with the motto "Honor the Past, Envision the Future" is considering three more letters to advertise itself: "WTF"—as in, "Welcome to Fruita." A couple printed out 500 stickers with the term and handed them out to businesses in downtown Fruita, sparking the idea of a new marketing campaign. But not everyone is thrilled, ABC Denver reports. "If they’re creative enough to come up with WTF, they’re creative enough to come up with something that doesn’t insult the sensitivities of people," says Mayor Ken Henry. The city solicited responses from residents and received an overwhelmingly negative response, an official tells the Daily Sentinel. Some people didn't even know what it meant: “When I’ve explained it to them, or had my grandson explain it, they’ve come unglued,” says Henry. Which may reveal a split between the older, more conservative residents of Fruita and the young people sought to take part in the region's outdoor sports. Past efforts to label Fruita include "hell, yeah" and "FU"—as in, “Fruita•Colorado•USA."