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Whole Foods: How Many Health Nuts In Boise?

There is already a fantastic organic/health food co-op in Boise. It seems to me that this place would retain most of the "health nut" crowd, but a Whole Foods store could be successful if it draws customers who weren't already into that kind of food. I sincerely doubt Whole Foods could offer better quality/value/selectio... than the place I'm thinking of.