On July 20, 2015, The Wall Street Journal reported the disappointing quarterly results for Whole Foods Markets, a natural-foods grocer.  Sales at established sores rose 1.3% in the three months ending July 5 - its weakest growth since 2003 (WSJ, 7/30/15, p. B1). The main explanation for the modest sales growth was the increasing competition from mainstream retailers that are now stocking local and organic food.  However, pointing the finger at increasing competition may be just masking the real reason for the modest sales growth at Whole Foods.