HEINBOCKEL: It may accept a lesser return, but does it allow the return-on-investment to go down materially while growth is accelerating? It shouldn't do that. MUSHKIN: It may depend on the values and lifestyles of the residents in each area. A Fresh Market in Omaha may prove better than a Whole Foods there because the natural and organic lifestyle may not be as important. I was recently down in Naples, Fla., comparing the Fresh Market to the Whole Foods. It's not a really great ...

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