Healthy competition
Trader Joe's pioneered the concept. Whole Foods took it upscale. Now there's Supervalu.
By Michael V. Copeland


(Business 2.0) - Trader Joe's pioneered the concept. Whole Foods took it upscale. Now Supervalu, the $20 billion discount grocery giant, is moving into the lucrative natural- and organic-foods niche, which is expected to grow to $32 billion by 2009. To appeal to shoppers put off by Whole Foods prices, the Minneapolis-based owner of the popular Sav-A-Lot chain will open its first organic outlet, called Sunflower Market, in Indianapolis this month. The 12,000-square-foot store will steal a page from the Trader Joe's playbook by offering low-cost, private-label brands, plus hormone- and antibiotic-free meats and organic produce. While Supervalu hasn't laid out its expansion plans yet, it's presumed to be focusing first on the Midwest--where Trader Joe's and Whole Foods are relatively thin on the ground. Top of page

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Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.