Prices may be higher at organic food stores, but that won’t slow growth at natural food sellers like Whole Foods and Sprouts, says Joe Dobrow, author of “Natural Prophets”. The natural products industry has grown to over $100 billion in the past 25 years as Americans have learned to appreciate the value of healthy eating, says Dobrow. He also says the major food companies like Mondelez and Nestle are joining in the trend by buying successful natural food operators and growing their brands while letting them keep their values.
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