Sprouts Farmers Market's heated growth looks appetizing after going public; conversely, Whole Foods' reputation in the investment world has suffered due to competitive pressures. However, Sprouts lacks an advantage that would make it stronger for the long term. Whole Foods Market still has it beat on an increasingly important metric: a values-based mission.
These have nothing to do with price cuts, but have to do with building purpose in its business — and the world.
Low price vs. high purpose
Sprouts big advantage is a common retail default strategy: price tag. It's positioned as the organic and natural bargain option compared to Whole Foods. However, organic and natural foods are just labels; Sprouts can't compete with Whole Foods' big heart.
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