THE WEST COAST HAS A REPUTATION for earthquakes, but it's also a longtime epicenter of health and wellness. Retailers who have been operating in this region need to walk a straight line with their shoppers, who are among the most experienced and knowledgeable consumers of whole health products. In the case of seven-store independent Market of Choice, this means operating a hybrid supermarket concept that merchandises natural, organic, conventional and specialty items side by side. ...

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