WHOLE FOODS MARKET INC
POS AM, 1996-10-01
GROCERY STORES
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PROSPECTUS SUPPLEMENT DATED SEPTEMBER 30, 1996
(to prospectus dated January 13, 1994)


                                  10,672 Shares

                            WHOLE FOODS MARKET, INC.

                                  COMMON STOCK



        Up to a maximum  of 10,672  shares of common  stock,  no par value  (the
"Common Stock"), of Whole Foods Market, Inc., a Texas corporation (the "Company"
or "WFM"),  are being  offered  from time to time by  certain  of the  Company's
shareholders  (the  "Selling  Shareholders").  See "Selling  Shareholders."  The
Company  will not  receive  any of the  proceeds  from the sale of the shares of
Common Stock by the Selling Shareholders.

        The Common Stock may be offered by the Selling Shareholders from time to
time in open market transactions (which may include block transactions), through
underwriting  syndicates  represented by one or more managing underwriters or in
private transactions, or a combination of such methods of sale, at market prices
prevailing at the time of sale, at prices  relating to prevailing  market prices
or at negotiated prices.

        The  costs,   expenses  and  fees  incurred  in   connection   with  the
registration  of  the  Common  Stock,  excluding  any  selling  commissions  and
brokerage  fees incurred by the Company and the Selling  Shareholders),  will be
paid by the Company, which has also agreed to indemnify the Selling Shareholders
against certain liabilities,  including  liabilities under the Securities Act of
1933 (the "Act").

     The  Common  Stock  offered  hereby  involves  a high  degree of risk.  See
"Certain Considerations."

        The last reported sale price of the Common Stock on the Nasdaq  National
Stock Market on September 26, 1996 was $27.25 per share.

          THESE SECURITIES HAVE NOT BEEN APPROVED OR DISAPPROVED BY THE
           SECURITIES AND EXCHANGE COMMISSION OR ANY STATE SECURITIES
            COMMISSION NOR HAS THE COMMISSION OR ANY STATE SECURITIES
               COMMISSION PASSED UPON THE ACCURACY OR ADEQUACY OF
                   THIS PROSPECTUS. ANY REPRESENTATION TO THE
                         CONTRARY IS A CRIMINAL OFFENSE.


                                       S-1

<PAGE>



                               RECENT DEVELOPMENTS

        On August 30, 1996,  WFM  completed a merger with Fresh Fields  Markets,
Inc. ("Fresh  Fields"),  as a result of which Fresh Fields became a wholly-owned
subsidiary  of WFM.  Fresh  Fields,  based in  Rockville,  Maryland,  owned  and
operated 22 natural foods  supermarkets  and related  facilities in Connecticut,
Illinois,  Maryland,  New  Jersey,  New  York,  Pennsylvania,  Virginia  and the
District  of  Columbia.  At the time of the  merger,  WFM owned and  operated 48
stores in 12 states and the District of Columbia.  The merger has been accounted
for as a pooling of interests.  In connection with the merger,  holders of Fresh
Fields'  capital  stock and certain  securities  convertible  into Fresh Fields'
capital  stock  received,  or will  receive  upon  conversion,  an  aggregate of
5,158,011 shares of Common Stock of the Company.

        At a special  meeting  of  shareholders  held on August  30,  1996,  the
shareholders of WFM also approved an amendment to its Articles of  Incorporation
to  increase  the  authorized  number of  shares of common  stock of WFM from 30
million to 50 million shares.


     The following sections of the Prospectus dated January 13, 1994 have been
restated in their entirety as follows:


                       DOCUMENTS INCORPORATED BY REFERENCE

        The following  documents filed by the Company with the Commission  under
the Exchange Act are incorporated by reference in this Prospectus:

1. Annual Report on Form 10-K for the fiscal year ended September 25, 1995.

2. Quarterly  Reports  on Form 10-Q for the  quarterly  fiscal  periods  ending
   January 14, 1996, April 7, 1996 and June 30, 1996.

3. Report on Form 8-K dated September 13, 1996.

4. The  description  of the  Company's  Common  Stock  contained  in its
   Registration  Statement  on Form 8-A filed with the  Commission  on 
   January  14, 1992.

        All  documents  subsequently  filed by the Company  pursuant to Sections
13(a),  13(c),  14 or  15(d) of the 1934  Act  prior to the  termination  of the
offering  of the  shares  of  Common  Stock  hereunder  shall  be  deemed  to be
incorporated herein by reference and shall be a part hereof from the date of the
filing of such documents.

                                       S-2

<PAGE>



Any statements contained in a document incorporated or deemed to be incorporated
by  reference  herein shall be deemed to be modified or replaced for purposes of
this Prospectus to the extent that a statement  contained herein or in any other
subsequently  filed  document which also is or is deemed to be  incorporated  by
reference  herein  modifies or replaces such  statement.  Any such  statement so
modified or replaced shall not be deemed,  except as so modified or replaced, to
constitute a part of this Prospectus.

        The Company will provide  without  charge to each person,  including any
beneficial  owner,  to whom a  Prospectus  is  delivered,  upon  written or oral
request  of such  person,  a copy of the  documents  incorporated  by  reference
herein,  other than exhibits to such documents not specifically  incorporated by
reference.  Such requests should be directed to Whole Foods Market, Inc., 601 N.
Lamar  Blvd.,  #300,  Austin,  Texas  78703,  Attention:   Shareholder  Services
(telephone 512/477-4455, ext. 143).

                             CERTAIN CONSIDERATIONS

        In addition to the other information  contained in this Prospectus,  the
factors set forth below should be carefully considered in evaluating the Company
and its business  before  purchasing  shares of the Common Stock offered hereby.
These  factors,  among others,  could cause the actual  results of WFM to differ
materially from those indicated by forward-looking  statements made from time to
time in news releases,  reports, proxy statements,  registration  statements and
other written  communications,  as well as oral forward-looking  statements made
from time to time by representatives of the Company.

        EXPANSION STRATEGY. WFM's strategy is to expand through a combination of
new  store   openings   and   acquisitions   of  existing   stores.   Successful
implementation  of this strategy is contingent on numerous  conditions,  some of
which are  described  below,  and there can be no assurance  that the  Company's
expansion strategy can be successfully executed.

        Continued  growth of WFM will  depend to a  significant  degree upon its
ability to open or acquire new stores in existing and new markets and to operate
these stores on a successful basis. Further, the Company's expansion strategy is
dependent  on  finding  suitable  locations,   and  the  Company  faces  intense
competition with other retailers for such sites.  There can be no assurance that
the Company will be able to open or acquire new stores in a timely manner and to
operate them on a successful basis. In addition,  there can be no assurance that
the Company can  successfully  hire and train new employees  and integrate  such
employees   into  the  programs  and  policies  of  the  Company  or  adapt  its
distribution,  management  information and other operating systems to the extent
necessary to operate new or acquired stores in a successful and

                                       S-3

<PAGE>



profitable  manner and adequately  supply natural foods products to these stores
at competitive prices.

        There  can be no  assurance  that  WFM  will  continue  to grow  through
acquisitions.  To the extent the Company further  expands by acquiring  existing
stores,  there can be no  assurance  that WFM can  successfully  integrate  such
stores into its  operations  and support  systems,  and that the  operations  of
acquired  stores will not be adversely  affected as the Company's  decentralized
approach to store operations is introduced to such stores.

        The  acquisition  of  existing  stores  and the  opening  of new  stores
requires  significant  amounts of capital. In the past, the Company's growth has
been funded primarily through proceeds from public offerings, bank debt, private
placements of debt, and internally  generated cash flow. These and other sources
of capital may not be available to the Company in the future.

        QUARTERLY  FLUCTUATIONS.  The Company's  quarterly results of operations
may fluctuate  significantly  as the result of the timing of new store  openings
and the range of  operating  results  which may be  generated  from newly opened
stores.  It is WFM's policy to expense the pre-opening  costs  associated with a
new store opening during the quarter in which the store is opened.  Accordingly,
quarter to quarter  comparisons  of results of operations  have been and will be
materially  impacted  by the  timing of new store  openings.  In  addition,  the
Company's quarterly operating results could be adversely affected by losses from
new stores, variations in the mix of product sales, price changes in response to
competitive  factors,   increases  in  merchandise  costs  and  possible  supply
shortages, as well as by the factors listed below in "Operating Results".

        COMPETITION.  WFM's  competitors  currently  include other natural foods
stores,  large and small  traditional  and  specialty  supermarkets  and grocery
stores. These stores compete with the Company in one or more product categories.
In  addition,   traditional  and  specialty   supermarkets  are  expanding  more
aggressively  in marketing a broad range of natural foods and thereby  competing
directly with the Company for products,  customers and locations.  Some of these
potential  competitors have been in business longer or have greater financial or
marketing  resources than WFM and may be able to devote greater resources to the
sourcing,  promotion and sale of their products.  Increased competition may have
an adverse  effect on  profitability  as the result of lower sales,  lower gross
profits, and/or greater operating costs such as marketing.

        PERSONNEL MATTERS.  WFM is dependent upon a number of key management and
other  personnel.  The  loss of the  services  of a  significant  number  of key
personnel  within a short  period of time could have a material  adverse  effect
upon the Company.

                                       S-4

<PAGE>



WFM's continued success is also dependent upon its ability to attract and retain
qualified  employees  to meet the  Company's  future  needs.  The Company  faces
intense competition for qualified personnel,  many of whom are subject to offers
from competing employers, and there can be no assurance that WFM will be able to
attract and retain such  personnel.  WFM does not currently  maintain key person
insurance on any employee.

        INTEGRATION OF FRESH FIELDS' OPERATIONS.  WFM anticipates reducing Fresh
Fields'  overhead  expenses by adopting  WFM's  decentralized  approach to store
management.  WFM will also seek to improve the  operating  profitability  of the
Fresh Fields stores through enhanced purchasing power,  improved  utilization of
distribution  facilities and other  economies of scale resulting from the merger
with Fresh  Fields.  There can be no assurance  that WFM will be able to achieve
the economies of scale and other  operating  enhancements  it seeks in the Fresh
Fields operations,  or that these economies of scale can be achieved in a period
of time currently anticipated by management.

        The August 30, 1996 acquisition of Fresh Fields has materially increased
the scope of the Company's  operations from 48 to 69 stores, after giving effect
to the anticipated  closing of the Fresh Fields'  Chicago,  Illinois store.  The
integration  of the  Fresh  Fields  operations  into the WFM  organization  is a
significant  undertaking.  While WFM has experience in acquiring and integrating
other  businesses  into WFM's  operations,  Fresh Fields has a larger  number of
stores  and  employees  and  substantially  greater  revenues  than  any  of the
companies  previously  acquired  by WFM.  There  can be no  assurance  that  the
operations  of Fresh  Fields'  stores  will  not be  adversely  affected  by the
introduction of the Company's team approach to store  operations or the response
of  customers to the changes in  operations  and  merchandising  mix made by the
Company.  The  integration  of Fresh  Fields into the Company  will  require the
dedication of management  resources which may temporarily detract from attention
to the day-to-day business of the Company.

        LEGAL MATTERS.  From time to time WFM is the subject of various lawsuits
arising in the ordinary course of business.  Although not currently  anticipated
by  management,  there is potential for the  Company's  results to be materially
impacted by legal and settlement expenses related to such lawsuits.

        WFM is a non-subscriber to Worker's Compensation  Insurance in the State
of Texas.  There is some  potential for the  Company's  results to be materially
impacted  by  medical,  lost time and other  costs  associated  with  on-the-job
injuries.

        The Company provides partially self-insured, voluntary employee benefits
plans which provide health care and other benefits to  participating  employees.
The plans are  designed to provide  specified  levels of  coverage,  with excess
insurance coverage

                                       S-5

<PAGE>



provided by a commercial  insurer.  There is some potential for WFM's results to
be materially impacted by claims made in excess of reserves therefore.

        OPERATING  RESULTS.  The Company's  ability to meet expected results for
any period may be negatively  impacted by many factors,  as described  above and
including,  but not limited to, the following: (i) reductions in sales caused by
competitive issues, product availability, weather and other factors; (ii) losses
generated by new stores or higher than expected  pre-opening costs; (iii) higher
than expected costs and expenses at store,  regional and national  levels;  (iv)
lower than expected  gross margins  resulting  from the impact of competition or
other  factors;  (v) higher than  expected  interest  expense due to higher than
expected interest rates or borrowings outstanding;  and (vi) delays in new store
openings.

        WFM's  ability to increase  same store  sales  during any period will be
directly  impacted by  competition,  availability  of product and other  factors
which are often beyond the control of the Company.


                              SELLING SHAREHOLDERS

        The table below sets forth the  beneficial  ownership  of the  Company's
Common Stock by the Selling  Shareholders  at the date of this  Prospectus.  The
shareholders  indicated  acquired  the  shares  of  Common  Stock  owned by them
pursuant to the  purchase,  on  September  23, 1996,  by a subsidiary  of WFM of
certain  assets  from  Scott  Hawkins  Associates,  Inc.  ("SHAI")  and  related
transactions. Each of the Selling Shareholders is a shareholder of SHAI. Each of
the persons named below has sole voting and investment power with respect to the
shares of Common Stock beneficially owned by him.
<TABLE>
<CAPTION>

<S>                              <C>                             <C>                  <C>
                                 Shares Owned Before                                   Shares Owned After
       Name and                     the Offering                 Shares Being             the Offering
        Address                  Number     Percent               Offered(1)           Number   Percent(1)

Scott Hawkins                    1,914       (2)                  1,914                 --          --

Scott Hawkins
  Associates, Inc.               8,758       (2)                  8,758                 --          --

- --------------

(1)     Because  the  Selling  Shareholders  may offer all or some of the shares
        which  they hold  pursuant  to this  Prospectus  and  because  there are
        currently no agreements,  arrangements or understandings with respect to
        the sale of any  shares,  the amount of shares  that will be held by the
        Selling Shareholders after completion of any offering


                                      S-6
</TABLE>
<PAGE>



        hereunder is unknown.  However,  for the purposes of the above table, it
        is assumed that all of the shares of Common Stock offered  hereby are to
        be sold.

(2)     Less than 1.0%.

        The  Company  is  registering  the  shares of the  Selling  Shareholders
pursuant to registration rights granted to them under agreements relating to the
acquisition of their shares.

                                     EXPERTS

        The consolidated financial statements and schedules of the Company as of
September 24, 1995 and  September 25, 1994,  and for each of the fiscal years in
the three-year period ended September 24, 1995, incorporated by reference herein
have been  incorporated by reference  herein in reliance upon the report of KPMG
Peat  Marwick,   independent  certified  public  accountants,   incorporated  by
reference  herein,  and upon the authority of said firm as experts in accounting
and auditing.




                                       S-7

<PAGE>



                                Crouch & Hallett
                   A REGISTERED LIMITED LIABILITY PARTNERSHIP
                            ATTORNEYS AND COUNSELORS

                                 717 N. HARWOOD
                                   SUITE 1400
                               DALLAS, TEXAS 75201

WRITER'S DIRECT DIAL NUMBER                                (214) 953-0053
            TELECOPY -         (214) 953-3154
(214) 922-4120

                               September 30, 1996


Securities and Exchange Commission
Judiciary Plaza
450 Fifth Street, N.W.
Washington, D.C. 20549

Attn: 1933 Act Filing Desk

        Re:     Whole Foods Market, Inc.
                Registration Statement on Form S-3; File No. 33-68362

Gentlemen:

        On behalf of the subject  registrant and pursuant to Rule 424(b)(3),  we
have  filed  by  EDGAR  a copy  of a  prospectus  supplement  to  Post-Effective
Amendment No. 2 to the subject  registration  statement.  If you should have any
questions,  please  do  not  hesitate  to  call  me at  214-922-4120  or  fax at
214-953-0576.


                                                        Very truly yours,


                                                         Bruce H. Hallett



                                       S-8

<PAGE>


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