NEW STRATEGY AT WILD OATS: MORE ADS, LOWER PRICES

BOULDER, Colo. -- Wild Oats Markets here said it is testing a strategic initiative to build sales through increased advertising and lower prices in a single, 12-store market in Colorado, and if the initiative succeeds it could roll it out nationally."Our biggest hurdle in the second quarter has been driving top-line sales," Perry Odak, Wild Oats president and chief executive officer, told equity analysts

BOULDER, Colo. -- Wild Oats Markets here said it is testing a strategic initiative to build sales through increased advertising and lower prices in a single, 12-store market in Colorado, and if the initiative succeeds it could roll it out nationally.

"Our biggest hurdle in the second quarter has been driving top-line sales," Perry Odak, Wild Oats president and chief executive officer, told equity analysts during a conference call following the release of the company's results for the

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