Lisa Xie is just the kind of shopper Whole Foods Market Inc. (WFM) craves.
The 44-year-old stay-at-home mom, who typically shops at Aldi and Price Chopper, has never seriously considered shopping at Whole Foods because of its “Whole Paycheck” reputation. Instead, she has discovered somewhere she can buy organic or natural food without breaking her budget: Sprouts Farmers Market.
“Price is the first priority, and then quality,” Xie said at the Sprouts in Overland Park, Kansas, where she now shops about once a week. “I like the vegetables here. It tastes good, and the price is not very high.”
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