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Whole Foods Market, a supermarket chain specializing in organic food, is planning on opening a separate store geared toward millennials with lower incomes as reported by AP. The store design, look, and price will appeal to younger customers. Co-CEO John Mackey says the new stores will help reach a new generation of consumers that are interested in natural foods.

What do you think about this plan? Wouldn’t the new stores cannibalize sales from the existing stores? Is “natural food” a fashion choice or a health choice? Leave your thoughts below.