In the big mass grocers, usually somewhere towards the back of the store, shoppers might see a line of demarcation. The shelves might be trimmed in rough-hewn wood. The lighting might be different, softer. This is the store-within-a-store concept that sells “natural” products (never mind what that implies about the products in the other umpteen aisles). Done right, it almost looks like a natural foods store. But there is at least one obvious difference—trust
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