As Consumers Increasingly Demand Homegrown Products, Wild Oats Marketplace Kicks Off Its 'Choose Local' Education Program.

Retailer Urges Customers to Support Local Growers, Family Farmers and Food Artisans

BOULDER, Colo. -- On average, American fruits and vegetables travel 1,500 miles before they reach our plates, an alarming statistic for consumers as gas prices hover at an all-time high. Wild Oats Marketplace (NASDAQ: OATS), a leading national natural and organic foods retailer, is encouraging customers to choose locally sourced products this summer, ultimately reducing carbon dioxide emissions and our dependence on fossil fuels, and supporting our local communities. According to an Iowa State University study, if Iowa residents bought 10 percent more locally grown produce, annual carbon dioxide emissions would be reduced by up to 8 million pounds.

Buying organic products from local growers, farmers and food artisans is a hot food trend among American consumers. According to the U.S. Department of Agriculture, farmers' markets have grown 79 percent since 1994 with approximately 3 million visitors each week in 2002. Natural product analysts at the Hartman Group report more than 75 percent of consumers would like to know more about where their food comes from and how it is produced. Wild Oats' "Choose Local" program, now in its second year, will showcase and identify fresh, organic products from local growers, farmers and food artisans for customers in all 109 of its natural and specialty food markets across North America starting in July.

"Wild Oats has continuously supported local growers and producers through its year-round 'Choose Local' program. Right now, the freshest produce from area farmers is in season, which allows us to ramp up our efforts to educate consumers about the importance of selecting local products," said Don Harris, vice president of produce for Wild Oats Markets. "Buying local organic products boosts area economies, reduces negative environmental impacts related to carbon emissions and pesticide use, and supports sustainable agriculture. Throughout our 20-year history, Wild Oats has been dedicated to sustainable, local agriculture and today, more than ever, consumers are asking for these products so they, too, can support their local communities and enjoy products at their peak, fresh from the farm."

To illustrate its commitment to local products, collectively, Wild Oats buys more than 45,000 locally produced food items from approximately 1,200 farmers, food artisans and manufacturers based in all 23 states where Wild Oats has stores.

To make it easy for shoppers to identify these locally supplied products, Wild Oats will clearly mark locally grown and produced items throughout its stores with "Choose Local" shelf tags. Some tags will profile local farmers and vendors such as Hotchkiss, Colo.-based Ela Family Farms, a certified organic, fourth-generation family farm in Western Colorado that has been growing fruit since 1907.

Ela Family Farms supports organic agriculture, and its applesauce, jams and fruit butters are made without added sweeteners and are picked at the peak of the season, ensuring the freshest flavor. The farmer and vendor profiles will allow customers to learn more about the local businesses they are supporting and feel a connection with the people who grow the healthy, natural products they purchase for their families.

The "Choose Local" tags will also inform customers about the benefits of purchasing local products, which include:

* Local products often taste better - Buying from local purveyors means food reaches consumers' plates faster, maintaining a high level of freshness and a better taste profile.

* Local products protect the environment - Local products don't need to travel far from the farm to the market, resulting in lower transportation costs and less reliance on fossil fuels.

* Local products are typically sustainably grown - The smaller, local growers and farmers Wild Oats sources from employ sustainable and organic farming techniques, ultimately preserving the land and soil, and reducing pesticide contamination in our air, soil and water.

* Local products support local economies - Buying products from local growers, farmers and food artisans keeps money in the community, supporting the local economy.

For more information about Wild Oats Markets' local products and to find the Wild Oats nearest you, please visit www.wildoats.com.

About Wild Oats

Wild Oats Markets, Inc. is a nationwide chain of natural and organic foods markets in the U.S. and Canada. With more than $1.2 billion in annual sales, the Company operates 109 natural foods stores in 23 states and British Columbia, Canada. The Company's markets include: Wild Oats Marketplace, Henry's Farmers Market, Sun Harvest and Capers Community Markets. For more information, please visit the Company's website at www.wildoats.com.