Why I'm Staying Away From Most Natural/Organic Grocers

Source: Whole Foods Market.

Back in the late 1970s, a guy and his girlfriend -- college dropouts looking to reform capitalism and also members of a food co-op -- decided to borrow some money and start a food store. Friends could be forgiven back then for suspecting the venture would end in financial disaster.

But that's not what happened. The guy was John Mackey, and the store that he founded, Whole Foods Market  (NASDAQ: WFM  ) , has revolutionized the grocery business.

Since going public in 1992, the company has returned almost 8,000% including dividends. Success like that breeds competition. And in the last five years, traditional grocers have added substantially to their organic offerings, while boutique start-ups have taken advantage of an IPO-friendly atmosphere and taken their companies public.

In order of market cap, here are some of the nation's largest organic grocers.


Line of Business

Brands (if applicable)

Whole Foods


365 Organic



Simple Truth Organics



O Organics

Sprouts Farmers Market (NASDAQ: SFM  )



The Fresh Market (NASDAQ: TFM  )



Natural Grocers by Vitamin Cottage (NYSE: NGVC  )



Roundy's (NYSE: RNDY  )


Mariano's Fresh Market

But are all these grocers created equally? Personally, I'm not betting on it. Read on to find out which two companies stand to benefit the most from the ongoing movement toward healthy foods.

Thinning the pack
The first variable worth investigating will help thin this group out significantly. For a grocer to be considered a great natural/organic investment, it needs to have focused on this niche from the get-go. That means Kroger, Safeway, and Roundy's are out of the running.

All three could end up being great investments -- in part because of their organic offerings. Kroger is the second-largest seller of organic goods in the country, Safeway's O brand organics are competitively priced, and Roundy's is finding lots of success with its Mariano's stores in Chicago.

But in all three cases, natural and organic offerings are only a slice of the overall revenue pie, and dominance in the industry will come to those who are laser-focused on providing the healthiest food possible to customers.

Do they really "get" the movement?
One thing that has made Whole Foods such a successful venture is that Mackey is as much a health nut as he is a successful businessman. He has gone from being a vegetarian to a vegan to cutting out all oils and sugars from his diet.

Yes, he's eccentric, but he's also the father of the conscious capitalism movement in America.

While such a pedigree isn't necessary to find success in the industry, it's worth investigating if other companies even have a background that reflects the spirit of the food movement.



Current CEO


Sprouts Farmers Market

Stan and Shon Boney

Doug Sanders

The Boney family's stores were merged a few times under Apollo Management, most recently with Sunflower.

The Fresh Market

Ray and Beverly Berry

Craig Carlock

The Berrys were the most focused on changing the overall shopping experience to a more European feel.

Natural Grocers by Vitamin Cottage

Margaret and Philip Isely

Kemper and Zephyr Isely

When the Iselys founded the store nearly 60 years ago, the focus was squarely on healthy food and environmental friendliness. The company also penned the now famous "What We Don't Sell and Why."

Sources: Company websites.

I've spoken at length before about how The Fresh Market simply doesn't stand for anything in an age where to survive in this industry, businesses must clearly communicate their principles. Though CEO Craig Carlock has been with The Fresh Market for more than a decade, he started out with Procter & Gamble, which only adds to my reluctance about investing in the company. The Fresh Market is out of the running

With Sprouts, I have many of the same concerns. Though the company makes a big deal about tracing its roots back quite a ways, it is, in reality, the result of Apollo Management opportunistically merging one grocery chain with another. Sprouts employees only give the company a 2.6 (out of 5) rating on, and less than half approve of CEO Doug Sanders' job performance. This means Sprouts -- though it has performed quite well since going public -- is off the list as well.

For Natural Grocers, I'm actually willing to look past the company's negative Glassdoor reviews. While they are fairly low -- with an average 2.7 rating and only one-third of employees approving of CEO Kemper Isely's job performance -- there's more to the story. For starters, only 13 employees actually offered a CEO review, making the sample size very small.

But more important, this company is still in the family, and it is willing to forgo easy profits by refusing to sell GMOs, products with artificial sweeteners, colors, or flavors, as well as nonorganic produce of any kind. In addition, education is a key part of the Natural Grocers experience, and each store reportedly has a nutritional health coach who offers free guidance in picking the right products.

Which leaves us with two companies
Natural Grocers has also proven that it is capable of executing its growth plans. Over the past year, same-store sales have grown by more than 10% -- which is astounding for the industry. There are fewer than 100 locations nationwide, which means that there's tons of room for growth.

That may help explain why the stock is up 90% since the company went public. But investors should beware: The company's shares now trade for an expensive 75 times earnings.

Source: Ammodramus, via Wikimedia Commons. 

What's good to know is that both Natural Grocers and Whole Foods -- the second great company to invest in -- can succeed in the end. Whole Foods has a much larger store size, which means that it tends to be located in heavily trafficked areas. Natural Grocers, on the other hand, is smaller and can succeed in more out-of-the-way locations.

However it shakes out, long-term investors who are willing to buy and hold for decades would be well-served by investigating these two companies as prime candidates for their portfolios.

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Read/Post Comments (4) | Recommend This Article (4)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

  • Report this Comment On February 15, 2014, at 9:24 AM, jimmoy wrote:

    The problem with Wholefoods is that its target market is unclear. In my local they sell the best quality, and most expensive, meat in the locality. On the otherhand they sell a lot of faddy mumbojumbo products which only the slightly cooky would be interested in. Their advertising also leaves a lot to be desired. For example I saw 'gluten free liver' for sale there last week.

  • Report this Comment On February 15, 2014, at 1:46 PM, MonsterFluff wrote:

    The merger of Sunflower, Henry's and Sprouts automatically makes Sprouts a bad business? Might want to look at them a little harder

    The only concern here is that Apollo Global Securities LLC was an underwriter along with Goldman and Credit Suisse and is also an affiliate of major shareholder Apollo. If you think there was conflict of interest and can point out some malfeasance, your article would be more useful

    Apollo LLC was entitled to 5% of the of net proceeds from the offering. Was it an abuse? Did they rake Sprouts over the coals and overcharge for the mergers to enhance their eventual payout? Those of us investing time in the article could really use this information as opposed to Glass Door

  • Report this Comment On February 15, 2014, at 2:00 PM, TMFCheesehead wrote:


    I'm not worried at all about malfeasance. I believe that for one or two stores to guide the way towards the future of healthier food, they have to be able to have a visionary at the helm, and trace their roots back to the company's founding.

    With Sprouts, I simply don't see that, even though the company takes great pains to create a direct line between the past and the present.

    It isn't a knock per-se on Sprouts, but since investors need only invest in one or two "winners" from the space, we can be picky about our criteria.


    Brian Stoffel

  • Report this Comment On February 15, 2014, at 4:09 PM, bike5389 wrote:

    This category will keep on growing. If you study and buy STKL Sunopta you do not have to actually pick the winning retailer. Since every major manufacturer of organic and non GMO is a customer of STKL..Right now STKL is not a pure play but will sell off the 2 divisions. Long term STKL together with it's ingredient business , private label manufacturing and fast growing pouch line, IMHO is a buy.

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Brian Stoffel

Brian Stoffel has been a Fool since 2008, and a financial journalist for the Motley Fool since 2010. He tends to follow the investment strategies of Fool-founder David Gardner, looking for the most innovative companies driving positive change for the future.

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