Organic moguls 2.0

Now that Whole Foods has a $6.7 billion market cap and Wal-Mart sells naturally grown chard, the organic movement's founding fathers are looking for their next big hits.

Mike Gilliland
Mike Gilliland
Age: 49

First act: In 1987 in Boulder - no, really - the industry pioneer and his wife co-founded Whole Foods rival Wild Oats Market; Gilliland left in 2001 when sales declined after an ill-advised acquisition spree.

Second act: Founder of Sunflower Farmers Market, a chain of natural-foods outlets in the Southwest positioned as lower-priced and grittier than Whole Foods. (Says one watcher: "If there's dirt on the tomatoes, there's dirt on the tomatoes.")

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