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The Milwaukee Journal Sentinel reports that Brookfield, Wisconsin, will be getting a new Fresh Market store, a 22,000 square foot store that is part of the Greensboro, north Carolina, chain that “strives for a European ambience … with classical music, soft lighting and red tile flooring. It offers 400 different produce items, has a large floral department and a big deli that dominates the center of the store.”

According to the story, the Fresh Market entry – its first in Wisconsin – is part of a broader trend in the region, which also has competitors such as Whole Foods, Sendik’s, and Trader Joe’s, as well as improved offerings from Pick 'n Save.
KC's View:
Not to beat a dead (albeit organic) horse, but it seems to me that a lot of competitors in the organic/natural segment are being mentioned in the same breath as Whole Foods. They may have different formats, and they may not be as “pure,” but they are legitimate options for consumers.