Visions of Organic Grandeur

The Bonadies say a deal is being negotiated with a "major national TV network" for a health-related talk show to be filmed at Ada's and broadcast nationally. They wouldn't reveal more, saying the deal wouldn't be closed until the lease is signed.

The plans to incorporate a variety of products and services fit into an emerging trend toward lifestyle centers, which such retailers as Whole Foods are launching in efforts to distinguish themselves, says Mogelonsky.

"It all comes from the fact that we're in this downward cycle and we're getting bored, so we're looking for something new," she says. She likes the theme idea, but isn't sure it will work in the long-term. The novelty might draw customers, but "after you've bought your food at the Antarctic [themed store] three or four times, will you keep going back?"

Reaping Rewards

With an eye to going public, Nick already has hosted a couple of events to gauge interest from prospective investors in Ada's. The first meeting drew about 120 people and the second attracted about 130 or so, says Eddie. Plans are to open five stores a year.

Whole Foods and Wild Oats have grown through acquisition in the past, but spokes­people for both say their companies are focusing now on growing by developing new stores.

"We have in the past acquired smaller grocers, but recently we've focused on opening new stores. Our stance has always been, the more natural and organic products out there the better," says Krista Coleman of Whole Foods.

Says Nick Bonadies, "If we grow the way I want us to grow, it's a possibility that somebody will want to buy us out. That's not what our goal is. We could have sold our store already. We want to make gain on what we have and grow."