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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Most stock quote data provided by BATS. Market indices 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.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.