EP 270: Sprouts: Pioneer in Health and Wellness

Most grocery retailers are chasing a $1.6 trillion market but Sprouts Farmers Market is deliberately ignoring $1.3 trillion of it. Join Shelley and Nick Konat, President and COO of Sprouts, as they reveal why the retailer has a laser focus on the $300 billion health enthusiast segment. Marching to a different drummer, Sprouts is driving 8 to 10 percent annual store growth while competitors struggle with more conventional strategies. That alone makes Sprouts a 2025 Crave Retail Radical! Learn how the retailer is expanding from 23 states to coast-to-coast while maintaining a smaller, more intimate format that runs countertrend to the superstore orthodoxy dominating the industry. The company's counterintuitive approach celebrates the fact that customers will shop elsewhere. Sprouts is banking on solving the friction points that plague being a healthy eater: limited access to product, high costs, confusing claims, and mediocre taste. Sprouts is a model in retaining talent with a 30 percent internal promotion rate, and its purpose-driven ethos translates into solid bottom-line results. Nick explains why Sprouts is perfectly aligned with the explosive growth in the health food category among Gen Z and millennials. This strategy isn't about trends but rather about supporting longevity-focused consumption behavior that will reshape grocery. 

Special Guest: Nick Konat President, and Chief Operating Officer of Sprouts Farmers Market 

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