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US - For chain, a natural evolution

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  • Orville A Knudsen
    For chain, a natural evolution http://www.boston.com/dailyglobe2/154/business/For_chain_a_natural_evolution+.shtml ... Bread & Circus, a local natural-food
    Message 1 of 1 , Jun 3, 2003
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      For chain, a natural evolution
      http://www.boston.com/dailyglobe2/154/business/For_chain_a_natural_evolution+.shtml

      QUOTE:
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      Bread & Circus, a local natural-food chain that celebrates tofu, organic
      produce, and free-range prices, is dropping its name and adopting the
      identity of the Texas company that bought it in 1992. Within the next 10
      days, signs will be changed, and 12 Bread & Circus stores in Massachusetts
      will be known as Whole Foods Markets.

      With $2.7 billion in 2002 sales and about 140 stores from coast to coast,
      Whole Foods Market Inc. has the critical mass to do national advertising
      in magazines such as Shape and Gourmet. To get the most from its ad
      dollars at a time when conventional supermarkets are putting more emphasis
      on natural and organic foods, Whole Foods looks to do business under one
      name.

      ...

      A decade ago, Bread & Circus did little advertising. Only a fraction of
      the population bought natural and organic foods then. If a consumer
      shopped at Bread & Circus, ''you were labeled as some kind of food nut,''
      said former co-owner Anthony Harnett.

      Natural foods have since moved toward the mainstream, their popularity
      fueled by aging baby boomers and consumers worried about cholesterol and
      mad cow disease. Compared with sluggish growth for conventional groceries,
      sales for natural and organic foods grow by 12 to 14 percent a year, said
      Scott Van Winkle, an analyst for the Boston-based investment bank Adams,
      Harkness & Hill. Natural and organic foods, he said, can cost 20 to 30
      percent more than conventional items.

      --
      http://www.waste.org/~oak/
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