THIRSTY INVESTMENTS

Staying on top of trends is good, but planning ahead is better -- just ask Thrifty Foods. The Victoria, British Columbia-based operator plans to convert 50% of its produce offerings to year-round organics by 2010.

"Thrifty Foods has led the way on organics in our market, and it's been a competitive advantage for us," said Malcolm Webster, the 18-store chain's director of marketing.

With a more upscale image than its name implies, Thrifty is using its

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