It’s easy enough to bemoan the acquisition of Boulder’s Wild Oats Markets by Texas-based Whole Foods as another case of a smaller local company unable to cope with outside competition.
In fact, however, the merger of two leaders in the natural-foods market strengthens a trend that not only offers a healthier food supply to American tables but a fairer financial return to farmers and ranchers in the bargain.
After World War II, chain stores crowded out the “mom and pop” corner markets. These giant retailers were in turn supplied by a relative handful of food processors – and farmers often received low prices. The food was then often highly processed, losing much of its natural nutrition while jumping in price. A good example is the nation’s meat supply, with most poultry and pork raised in giant facilities like the hog factories in eastern Colorado and shipped long distances.
In recent years, however, the primacy of grocery chains and giant food processors has been undercut from two sides. At the retail end, discounters such as Wal-Mart have grabbed market share. Meanwhile, growing numbers of consumers were rebelling against highly processed foods.
These health-conscious buyers found better products in natural- food stores like Wild Oats. Farmer’s markets began to bring fresh produce directly to consumers. Some consumers have even contracted directly with local farmers for vegetables or livestock raised to high standards.
The growing popularity of organic foods prompted the U.S. Department of Agriculture to set standards for such designations. Farmers and ranchers willing to meet those standards found they could sell their grain, eggs, meat, vegetables and other products at a premium.
No longer a niche market, natural foods are now well represented in supermarkets and even making inroads in such discounters as Sam’s Club and Costco.
The road to healthier eating does have pitfalls. For example, nutritionists warn that the current drive against trans fats is causing some food processors and restaurants to switch to other oils, such as palm oil and coconut oil, that are loaded with unhealthy saturated fats.
But despite some setbacks, health- conscious consumers working with savvy retailers and progressive farmers are steadily transforming the way America eats. That trend is good for our health and our economy – and merging Whole Foods and Wild Oats into a natural foods powerhouse will likely add to the momentum.
