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.")