Sunflower grows in Whole Foods shadow

DENVER While the industry focuses on the Whole Foods/Wild Oats merger, another retailer is looking to build its presence in the organic food market. Sunflower Farmers Market, which was started by Wild Oats's founder Mike Gilliland, as an alternative to Whole Foods is opening two new stores in Colorado.

According to the company's Web site, new locations will open on July 11 in Denver and Highlands Ranch. Sunflower currently operates nine stores throughout the Southwest, including Las Vegas, Albuquerque and Phoenix. 

Although the chain is significantly smaller than Whole Foods, Sunflower has positioned itself as a competitor by offering the same type of products for lower prices, operating under the motto, "better-than-supermarket quality at better-than-supermarket prices."

Earlier this year, Whole Foods announced its intention to acquire Wild Oats. Since then, the two companies have been involved in an ongoing battle with the Federal Trade Commission, which has claimed that the merger would be in violation of antitrust laws.