NATURAL BORN CATEGORY KILLERS

Conventional operators who think natural food supermarkets won't make serious inroads into their business may be doing nothing more than whistling past the graveyard.n get fine clothing in a lot of department stores, but that hasn't put specialty stores out of business," said Peter Roy, president and chief operating officer of Whole Foods Market, the natural foods operator based in Austin, Texas.Roy

Conventional operators who think natural food supermarkets won't make serious inroads into their business may be doing nothing more than whistling past the graveyard.

n get fine clothing in a lot of department stores, but that hasn't put specialty stores out of business," said Peter Roy, president and chief operating officer of Whole Foods Market, the natural foods operator based in Austin, Texas.

Roy said natural food stores cater to a particular population niche that will fi

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