Business seeks to sprout

Sprouts Farmers Market has selected Sarasota and Tampa as the latest proving grounds for a so-far successful strategy of selling natural and organic foods at discount prices.

The Phoenix food and health products retailer plans to open stores in Tampa's Carrollwood Commons, 15110 N. Dale Mabry, and Sarasota's Pelican Plaza, 8308 S. Tamiami Trail, in the second quarter. The chain also plans to open a store in Palm Harbor, Pinellas County, in 2017.

The Florida openings are part of a growth spurt that will add 35 stores this year to a roster of slightly more than 250 stores, most of which are concentrated in California, Arizona, Colorado and Texas.

Sprouts started as a family fruit stand in San Diego in 2003. It went public in 2013. The company's stores have an open, farmers market feel, with bulk produce situated in the center of the store. Stores are typically 30,000 square feet and employ from 100 to 125 people. Sprouts leases its spaces, some of which are build-to-suit and others existing locations.

Sprouts officials say the strategy is to gain and keep customers with prices on produce, meat and seafood, vitamins and deli items that are 20% to 25% below conventional supermarket chains. “Simply put, we make healthy living affordable,” spokesman Diego Romero says.

“We do it a variety of ways,” Romero adds, citing relationships with regional or local farmers.