ORGANIZING ORGANICS

ASHEVILLE, N.C. -- At Earth Fare, less is more.The natural-foods retailer has succeeded amid much larger, mainstream rivals in the area like Publix, Harris Teeter, Wal-Mart and Ingles, by maintaining a sharp border between what they offer in the way of natural and organic foods, and what Earth Fare sells."We need to be different, and we go to market knowing we can't be everything to everybody," said

ASHEVILLE, N.C. -- At Earth Fare, less is more.

The natural-foods retailer has succeeded amid much larger, mainstream rivals in the area like Publix, Harris Teeter, Wal-Mart and Ingles, by maintaining a sharp border between what they offer in the way of natural and organic foods, and what Earth Fare sells.

"We need to be different, and we go to market knowing we can't be everything to everybody," said Michael Cianciarulo, president and chief executive officer of the five-

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