Breaking out the actual sales category figures would tell a lot, contrasting
WF's organic produce sales vs conventional, sales of documentable certified
organic processed food products vs non-certified. And then the deli and
recently added meat sections. What is really being sold. Trade secrets no
doubt, but perhaps ascertainable. I guess shareholders might be able to get
This info is contained in their SEC filing called 10K (annual) or 10Q
Such reports will give an insight as to the market place for organics
In addition the original prospectus and merger plans of Fresh Fields is all
public info. Check out SEC online search called EDGAR or ask Shareholder
for their 10K for last 2 years.....In fact a side by side analysis with RJR
Nabisco or Philip
Morris can give the big picture of total food market
Also Rauser Pierce in Dallas covers Whole Fields and has research material
on the company................
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