WILD OATS MARKETS INC
424B3, 1998-09-09
CONVENIENCE STORES
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                                 104,930 Shares
Prospectus                   Wild Oats Markets, Inc.
                                  Common Stock

All of the  104,930  shares  (the  "Shares")  of common  stock,  $.001 par value
("Common Stock"), of Wild Oats Markets,  Inc. (the "Company") offered hereby are
being  sold by the  persons  listed  under  Selling  Stockholders  (the  Selling
Stockholders).

The sale of the Shares may be effected by the Selling  Stockholders from time to
time in  transactions  on the Nasdaq National  Market,  in privately  negotiated
transactions  or in a combination  of such methods of sale, at fixed prices that
may be  changed,  at market  prices  prevailing  at the time of sale,  at prices
related  to  such  prevailing  prices  or  at  negotiated  prices.  The  Selling
Stockholders  may effect such  transactions  by selling the Shares to or through
broker-dealers,  and such broker-dealers may receive compensation in the form of
discounts,  concessions or commissions from the Selling  Stockholders and/or the
purchasers  of the Shares for whom such  broker-dealers  may act as agents or to
whom they may sell as principals or both (which  compensation as to a particular
broker-dealer  might  be in  excess  of  customary  commissions).  See  "Plan of
Distribution."

The Company has agreed, among other things, to bear certain expenses (other than
fees and  expenses of counsel and  underwriting  discounts  and  commission  and
brokerage  commissions and fees) in connection with the registration and sale of
the Shares  being  offered by the Selling  Stockholders.  The  Company  also has
agreed to indemnify the Selling  Stockholders  and certain other persons against
certain liabilities,  including liabilities under the Securities Act of 1933, as
amended (the Act). See "Plan of Distribution."

The Common  Stock of the Company is quoted on the Nasdaq  National  Market under
the symbol "OATS." The last reported  sales price of the Company's  Common Stock
on the Nasdaq National Market on September 4, 1998 was $20.625 per share.

The Selling  Stockholders and any agents,  broker-dealers  or underwriters  that
participate in the distribution of the Shares may be deemed to be "underwriters"
within the meaning of the Securities  Act, and any  commission  received by them
and any profit on the resale of the Common Stock purchased by them may be deemed
to be underwriting  discounts or commissions under the Act. The Company will not
receive any proceeds  from the sale of shares by the Selling  Stockholders.  See
"Selling Stockholders" and "Plan of Distribution."

        See Risk Factors beginning on page 2 for a discussion of certain factors
that should be considered  in connection  with an investment in the Common Stock
offered hereby.

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


The date of this Prospectus is September 4, 1998
<PAGE>

TABLE OF CONTENTS

Page

Statement Regarding Forward-Looking Statements   ii
Prospectus Summary                                1
Risk Factors                                      2
Use of Proceeds                                   8
Selling Stockholders                              8
Plan of Distribution                              8
Legal Matters                                     9
Experts                                          10
Available Information                            10
Incorporation of Certain Documents by Reference  10


                 STATEMENT REGARDING FORWARD-LOOKING STATEMENTS

        Certain statements in this Prospectus, including statements contained in
the  Prospectus  Summary,  under the caption Risk Factors and  elsewhere in this
Prospectus  constitute  forward-looking  statements  within  the  meaning of the
Private Securities Litigation Reform Act of 1995, that involve known and unknown
risks. Such forward-looking  statements include, without limitation,  statements
as to the Companys plans to acquire or open additional  stores,  the anticipated
performance of new or acquired stores and other statements  containing the words
believes,  anticipates,  estimates,  expects,  may, intends and words of similar
import or statements of management's opinion.  These forward-looking  statements
and assumptions involve known and unknown risks, uncertainties and other factors
that may cause the actual  results,  market  performance or  achievements of the
Company  to  differ   materially  from  any  future   results,   performance  or
achievements expressed or implied by such forward-looking statements.  Important
factors  that could  cause such  differences  include,  but are not  limited to,
changes in economic or business  conditions  in general or affecting the natural
foods  industry  in  particular,  changes  in  product  supply,  changes  in the
competitive environment in which the Company operates, the availability of sites
for new stores and  potential  acquisition  candidates,  changes in the Companys
management  information  needs,  changes in customer needs and  expectations and
governmental actions.
<PAGE>

PROSPECTUS SUMMARY

        The following  summary is qualified in its entirety by the more detailed
information  appearing  elsewhere in this Prospectus or  incorporated  herein by
reference.  Except as otherwise  specified,  all  information in this Prospectus
reflects a 3-for-2 stock split of the Companys Common Stock,  payable on January
7, 1998, to holders of record on December 22, 1997. Unless otherwise  indicated,
references  herein to fiscal  years of the  Company are to the  Companys  52- or
53-week fiscal year,  which ends on the Saturday  nearest to December 31 of each
year. This Prospectus contains forward-looking statements that involve risks and
uncertainties.  See  Statement  Regarding  Forward-Looking  Statements  and Risk
Factors for a  discussion  of certain  risks and their  potential  impact on the
forward-looking statements contained herein.


The Company

        Wild Oats Markets, Inc. (Wild Oats or the Company) is the second largest
natural foods supermarket chain in North America. The Company currently operates
57  stores in 16  states:  Arizona,  Arkansas,  California,  Colorado,  Florida,
Illinois,  Kansas,  Missouri,  Nevada,  New Jersey,  New Mexico, New York, Ohio,
Oregon, Tennessee and Utah; and British Columbia, Canada.

        Since  acquiring its first  natural  foods store in 1987,  Wild Oats has
grown from eleven natural foods stores located  primarily in Colorado at the end
of 1993 to 57 stores in 16 states and Canada at the end of the second quarter of
1998.  In 1996,  Wild Oats  acquired  13 stores,  including  10 stores  owned by
Alfalfas,  Inc.  (Alfalfas),  and opened seven new stores.  In 1997, the Company
acquired an additional  nine natural  foods  stores,  opened four new stores and
relocated  one store.  Through June 27, 1998,  the Company  acquired six natural
foods  stores  and opened  three  stores,  and it  expects  to open,  acquire or
relocate as many as 10 more stores in the remainder of 1998.

        Wild Oats  stores  range in size from  5,000 to 35,000  square  feet and
feature  between  10,000 and 25,000  stock-keeping  units  (SKUs) of natural and
gourmet foods and related  products in virtually every product category found in
a  conventional  supermarket.  The Company  requires  products  to be  minimally
processed, free of preservatives,  artificial colors and chemical additives, and
not tested on animals.  The Company  emphasizes  unique  products not  typically
found in conventional  supermarkets and tailors the product mix of its stores to
meet  the  preferences  of the  local  market.  In  addition,  the  Company  has
implemented a variety of  competitive  price  programs which offer high quality,
all natural items in each product  category at prices  competitive with those of
similar items in conventional supermarkets.

        The Company was incorporated in Colorado in 1987 and  reincorporated  in
Delaware in 1993. In July 1996, in connection  with the acquisition of Alfalfas,
the Company  effected a merger into WO Holdings,  Inc., a Delaware  corporation,
which  subsequently  changed its name to Wild Oats  Markets,  Inc.  The Companys
executive  offices  are located at 1645  Broadway,  Boulder,  Colorado,  and its
telephone number is (303) 440-5220.


                                       1
<PAGE>









RISK FACTORS

        An investment in the Common Stock being offered  hereby  involves a high
degree of risk. In addition to other information contained in this Prospectus or
incorporated  herein  by  reference,   prospective  investors  should  carefully
consider the following  risk factors  before  purchasing any of the Common Stock
offered hereby. See "Cautionary Statement Regarding Forward-Looking Statements."

Uncertain Ability to Execute Growth Strategy

        The Companys  business  has grown  considerably  in size and  geographic
scope,  increasing  from eleven stores in 1993, to its current size of 57 stores
in 16 states and Canada.  Through  June 27,  1998,  the Company has acquired six
natural foods stores,  opened three stores and relocated one store.  The Company
also closed two stores in  anticipation of relocations to new sites and sold two
stores,  both in Colorado,  during the six months  ended June 27,  1998.  During
1997,  the Company  opened four stores,  relocated  one store and acquired  nine
stores.  The Companys  ability to  implement  its growth  strategy  depends to a
significant  degree upon its ability to open or acquire  stores in existing  and
new markets and to  integrate  and operate  those stores  profitably.  While the
Company  plans to expand  primarily  through the opening of new stores,  it will
continue to pursue  acquisitions  of natural foods  retailers  where  attractive
opportunities  exist. The Companys growth strategy is dependent upon a number of
factors,  including its ability to: (i) access adequate capital resources;  (ii)
expand into regions where it has no operating experience; (iii) identify markets
that meet its site  selection  criteria;  (iv) locate  suitable  store sites and
negotiate  acceptable lease terms; (v) locate acquisition  targets and negotiate
acceptable  acquisition  terms;  (vi) hire,  train and integrate  management and
store  employees;  (vii)  recruit,  train and retain  regional  pre-opening  and
support teams; and (viii) expand its  distribution and other operating  systems.
In addition,  the Company pursues a strategy of clustering stores in each of its
markets to increase overall sales,  achieve  operating  efficiencies and further
penetrate markets.  In the past, when the Company has opened a store in a market
where it had an existing presence,  the Company has experienced a decline in the
sales and operating  results at certain of its existing stores in these markets.
The  Company  intends to continue to pursue its store  clustering  strategy  and
expects the sales and operating  results  trends for other stores in an expanded
market to continue to experience temporary declines related to the clustering of
stores.  Further,  acquisitions  involve a number of additional  risks,  such as
short-term   negative  effects  on  the  Companys  reported  operating  results,
diversion of managements attention, unanticipated problems or legal liabilities,
and the integration of potentially dissimilar  operations,  some or all of which
could  have a  material  adverse  effect on the  Companys  business,  results of
operations and financial  condition.  There can be no assurance that the Company
will achieve its planned  expansion in existing markets,  enter new markets,  or
operate  or  integrate  its  existing,  newly-opened  or  newly-acquired  stores
profitably.  If the Company  fails to do so, the Companys  business,  results of
operations and financial condition will be materially and adversely affected. In
addition,  the  Companys  ability to execute its growth  strategy  is  partially
dependent upon the demographic trends and market conditions in the natural foods
industry and any change in those trends and conditions  could  adversely  affect
the Companys future growth rate.

Fluctuations in Financial Results

        The Companys  results of  operations  may fluctuate  significantly  from
period-to-period  as the  result of a variety  of  factors,  including:  (i) the
number, timing, mix and cost of store openings,  acquisitions or closings;  (ii)
the ratio of stores  opened to stores  acquired;  (iii) the opening of stores by
the Company or its competitors in markets where the Company has existing stores;
(iv)  comparable  store  sales  results;  and (v) the  ratio of urban  format to
supermarket  format stores and (vi) seasonality in sales volume and sales mix in
certain geographic regions. The Company incurs significant  pre-opening expenses
and new stores typically  experience an initial period of operating losses. As a
result,  the opening of a  significant  number of stores in a single period will
have an adverse effect on the Companys results of operations.  Additionally, the
opening  of  competing  stores may have a similar  adverse  effect on results of
operations.   Due  to  the  foregoing   factors,   the  Company   believes  that
period-to-period  comparisons  of its  operating  results  are  not  necessarily
meaningful  and that such  comparisons  cannot be relied upon as  indicators  of
future financial performance.

                                       2
<PAGE>

        A variety of factors affect the Companys comparable store sales results,
including, among others, the relative proportion of new stores to mature stores,
the opening of stores by the  Company or its  competitors  in markets  where the
Company has existing  stores,  the timing of  promotional  events,  the Companys
ability to execute  its  operating  strategy  effectively,  changes in  consumer
preferences for natural foods and general economic conditions. Past increases in
comparable store sales may not be indicative of future performance. The Companys
comparable  store sales  results  have been  negatively  affected in the past by
planned cannibalization (the loss of sales at an existing store when the Company
opens a new store  nearby)  resulting  from the  implementation  of the Companys
store clustering strategy.  The Companys comparable store sales increases during
the second quarter of 1998 were negatively  affected by planned  cannibalization
in its Boulder and Denver, Colorado and Phoenix,  Arizona markets, as well as by
new competition in Boulder,  Colorado. The Company expects that comparable store
sales increases will be negatively  affected by planned  cannibalization  in the
third and fourth  quarters  of 1998 due to the opening of new stores in existing
markets  in Santa  Monica,  California  and  Denver,  Colorado.  There can be no
assurance  that  comparable  store  sales  for any  particular  period  will not
decrease in the future.

Possible Inability to Manage Growth

        The Companys  business  has grown  considerably  in size and  geographic
scope,  increasing from eleven stores located  primarily in Colorado in 1993, to
its size of 57 stores in 16 states and  Canada at the end of the second  quarter
of 1998.  The Companys  continued  growth may place a significant  strain on the
Companys management,  distribution capabilities,  working capital, and financial
and management control systems. In order for the Company to manage its expanding
store base successfully,  management will be required to anticipate the changing
demands of the Companys  growing  operations and to adapt systems and procedures
accordingly.  There can be no assurance that the Company will  anticipate all of
the changing demands that its expanding  operations will impose on such systems.
To support its planned  store  growth,  the Company will be required to hire and
train a greater number of store managers and store  employees than it has in the
past,  and there can be no  assurance  that the training  and  supervision  of a
larger number of employees  will not  adversely  affect the  performance  of the
Companys  stores or the levels of customer  service  that the  Company  seeks to
maintain in such stores. The Company will also need to continually  evaluate the
adequacy  of its  management  information  systems,  including  its  accounting,
pricing,  inventory  control  and  distribution  systems.   Currently,   certain
important  functions,  including  certain  store-level  accounting and inventory
management systems,  are processed manually.  There can be no assurance that the
Companys  current  systems  will be adequate for its future  needs,  or that the
Company will be successful in implementing new systems. The Company is currently
upgrading  its point of sale,  merchandise  management,  accounting  and payroll
software,  as well as implementing a wide area network to establish on-line data
communications  between the Companys corporate office and its stores. Failure to
successfully complete these upgrades or unexpected difficulties encountered with
these systems could adversely affect the Companys business,  financial condition
and results of operations.  The Companys  inability to manage growth effectively
could  have a  material  adverse  effect on the  Companys  business,  results of
operations and financial condition.

Competition

        The  Companys  competitors   currently  include  other  independent  and
multi-unit natural foods supermarkets, smaller traditional natural foods stores,
conventional  supermarkets  and  specialty  grocery  stores.  A number  of other
natural foods  supermarkets  offer a range of natural foods products  similar to
those offered in the Companys stores. While certain  conventional  supermarkets,
smaller traditional natural foods stores and small specialty stores do not offer
as full a range of products as the  Company,  they do compete  with Wild Oats in
one or more product  categories.  Many of the Companys  competitors have been in
business  longer and have  greater  financial or  marketing  resources  than the
Company  and  may be able to  devote  greater  resources  to  securing  suitable
locations  and to the  sourcing,  promotion  and  sale  of  their  products.  In
addition,  should any of the Companys competitors reduce prices, the Company may
be required to implement price reductions in order to remain competitive,  which
could have an adverse impact on its business, financial condition and results of
operations.  As Wild Oats enters new geographic markets, its success will depend
in part on its ability to gain 


                                       3
<PAGE>


market  share  from  established  competitors.  In  addition,   traditional  and
specialty  grocery  stores may expand more  aggressively  in marketing a broader
range of natural foods and related  products and thereby  compete  directly with
the  Company  for  products,   customers  and  locations.  The  Company  expects
competition  from both new and existing  competitors to increase in its markets,
and  there  can be no  assurance  that  the  Company  will be  able  to  compete
effectively in the future.  The Company  believes its primary  competitor in the
natural foods grocery store market is Whole Foods Market,  Inc. (Whole Foods), a
publicly-traded  company  based in Texas.  In February 1998 Whole Foods opened a
39,000  square-foot  store in Boulder,  Colorado,  the  location of the Companys
headquarters  and two of its  stores  and as a  result,  sales  at the  Companys
Boulder  stores  have  declined.  Such  decline  is similar to the impact of the
Company opening a store in a market where the Company has an existing  presence.
While the impact on sales at the  Companys  Boulder  stores has been  within the
level  expected by  management,  at this time the Company  cannot  evaluate what
long-term impact increased competition from Whole Foods will have on its overall
sales.  The Companys  Boulder,  Colorado stores account for less than 10% of the
Companys overall sales revenues.  Whole Foods management also has announced that
it intends to seek  additional  store sites in other cities in which the Company
has stores and has acquired  sites in Denver and Santa Fe, where the Company has
existing stores.  If Whole Foods is successful in opening stores in locations in
which  the  Company  has or  intends  to open  stores,  the  Companys  sales and
operating results at such stores may be materially adversely affected.

Dependence on Key Personnel

        The  Company  believes  that its  continued  success  will  depend  to a
significant  extent upon the leadership and performance of Michael C. Gilliland,
Wild Oats co-founder and the Chief Executive  Officer of the Company,  and James
Lee, the President and Chief Operating  Officer of the Company.  The loss of the
services of Mr. Gilliland,  Mr. Lee or other of the Companys key personnel could
have a material adverse effect upon the Company.  There can be no assurance that
the Company will be able to attract and retain qualified employees.

Possible Disruptions of Product Supply

        The Companys  business is  dependent  on its ability to source  products
from a small number of distributors  and from a large number of relatively small
vendors  on a timely  basis and at  competitive  prices.  Based on its  previous
purchasing  patterns,  the Company anticipates that it will continue to purchase
approximately 25% of its products through one wholesale distributor. The Company
has no supply  contracts with these parties and any vendor or distributor  could
discontinue  selling to the Company at any time.  Any  disruption in its product
supply could have a material  adverse  effect on its results of  operations.  In
addition,  even where the Company has access to  alternative  sources of supply,
the  failure  of a vendor  or  distributor  to meet  the  Companys  demands  may
temporarily disrupt store-level merchandise selection.

                                       4
<PAGE>

Ownership and Sale of Real Property

        In 1996 and in 1997,  and in the first six months of 1998,  the  Company
purchased,  or entered into contracts to purchase,  parcels of real property for
the construction of new stores or the relocation of existing stores. The Company
also  purchased a ground lease on  undeveloped  real  property.  The Company has
constructed  one and intends to construct  three new stores on undeveloped  real
property  purchased by the Company or subject to a ground lease  acquired by the
Company.  There can be no  assurance  that the  Company  will be  successful  in
constructing the planned stores within the Companys  projected budgets or on the
schedules currently  anticipated.  Failure to complete these projects on time or
within  budget could have a material  adverse  impact on the Companys  business,
results of operations  and financial  condition.  The Company  anticipates  that
after  construction  of the stores on the acquired  properties is completed,  it
will sell the land and buildings in one or more sale and leaseback  transactions
under  which  the  Company  will  lease the  stores  from the  purchaser  of the
property.  There can be no  assurance  that the Company  will be  successful  in
locating and negotiating  acceptable  transactions  with one or more parties for
the sale and leaseback of the properties  currently owned by the Company,  which
may result in unplanned long-term uses of the Companys cash that would otherwise
be available to fund operations.

Government Regulation

        The  Company is  subject  to  numerous  federal,  state and local  laws,
regulations  and ordinances  regulating  health and sanitation  standards,  food
labeling and  handling,  equal  employment,  minimum wages and licensing for the
sale of food and alcoholic beverages. Difficulties or failures in complying with
these  regulations could adversely affect the operations of an existing store or
delay the opening of a new store.

        In  addition,  from  time to time,  various  federal,  state  and  local
legislative and regulatory  proposals are made to, among other things,  increase
the  minimum  wage  payable  to  employees,   establish   minimum  store  safety
requirements and increase taxes on the retail sale of certain products.  Changes
to such laws,  regulations  or  ordinances  may  adversely  affect the  Companys
performance  by increasing  the Companys costs or affecting its sales of certain
products.  Federal  legislation  raising  the  minimum  wage in the  future  may
increase  the  Companys   employee  costs  and  adversely  affect  the  Companys
profitability.

        Safety concerns  arising from the recall in 1996 of certain fresh juices
sold  nationwide  because of bacterial  contamination  may result in  additional
governmental  regulations  regarding the  preparation  or sale of unprocessed or
minimally  processed foods. Such regulations could have an adverse impact on the
Companys  ability  to offer  certain  products  for  sale.  Product  recalls  or
additional  government  regulation  also may erode  customer  confidence  in the
safety of  products  carried by the  Company,  resulting  in adverse  impacts on
sales.

        In December  1997, the United States  Department of  Agriculture  (USDA)
published,  pursuant to the Organic Food  Production  Act of 1990,  its proposed
National  Organic  Program rules,  under which the USDA proposes to regulate the
production,  handling,  labeling and sale of products bearing the organic label.
The  Company  believes  that the rules as  published  substantially  weaken  the
current  standards for organic food  production and labeling,  and may undermine
consumer  confidence  in the quality of certain of the foods sold in its stores.
The rules also may add additional  expense to the Companys cost of private label
and in-store  prepared  foods sold by the  Company.  If the rules are adopted as
currently  proposed,  such rules  could have an adverse  effect on the  Companys
business, results of operations and financial condition.

        In April  1998,  the United  States Food and Drug  Administration  (FDA)
published a proposed  amendment to the Dietary  Supplement  Health and Education
Act of 1994. The Company believes the proposed  amendments  could  substantially
limit the consumers access to important information on vitamins and supplements.
The Company  intends to submit a response to the proposed  amendment  before the
end of the FDA comment period in September 1998. The Company also has launched a
consumer education campaign to encourage  consumers to comment to the FDA on the
proposed  amendments.  If the  proposed  amendments  are  adopted  as  currently
drafted,  information  about,  and perhaps access to,  vitamins and  supplements
could  be  

                                       5
<PAGE>

restricted, which could have an adverse effect on the Companys business, results
of operations and financial condition.

        The  Company  also  sells  nutritional  supplements,  some of which  are
subject to regulation by several federal, state and local agencies. There can be
no assurance  that such agencies will not enact  regulations  that could have an
adverse  effect on the Companys  business,  results of operations  and financial
condition.  In  addition,  recent  legislation  has  required  manufacturers  of
nutritional supplements to label ingredients in their products. Such legislation
could be enacted in the future which may adversely  affect the Companys  results
of operations.


New Mexico Anti-Trust Proceedings

        In February 1996,  Wild Oats received a Civil  Investigative  Demand and
Request for Production of Documents from the New Mexico Attorney Generals office
alleging possible  violations of New Mexicos  anti-trust laws as a result of the
acquisition of Alfalfas.  The focus of the  investigation  is on the effect,  if
any, of the  acquisition on competition in New Mexico.  In May 1996, the Company
received a letter from the New Mexico Attorney  Generals office  indicating that
it would  recommend  that Wild Oats divest one of its three  stores in Santa Fe,
New Mexico in connection with the acquisition. The Company replied, refuting the
Attorney  Generals  claim but has not  received  a  response  from the  Attorney
Generals  office.  The Attorney  Generals  office has not taken any legal action
with  respect to the  acquisition.  The Company  believes  that the  acquisition
complies with federal and state  anti-trust  law and will continue to vigorously
defend its position in New Mexico.  However,  there can be no assurance that the
state of New Mexico will not take legal action with respect to the  acquisition,
including,  but not limited to,  demanding the divestiture of one or more stores
in the Santa Fe market to a competitor of the Company.  If the Attorney  General
of New Mexico elects to take legal action and is successful, such a result could
have a material adverse effect on the Companys  business,  results of operations
and financial condition.

Potential Volatility of Stock Price; No Dividends

        The  market  price of the  shares of Common  Stock  could be  subject to
significant fluctuations in response to the Companys operating results and other
factors,  including  announcements  by its  competitors or changes in the growth
rate or acceptance of natural foods.  The natural foods  industry,  according to
independent  studies, has grown at an accelerated rate over the past five years,
and any slowing in such  growth rate could have a negative  impact on the market
price of the Common  Stock.  In  addition,  the stock market in recent years has
experienced extreme price and volume fluctuations that often have been unrelated
or   disproportionate   to  the  operating   performance  of  companies.   These
fluctuations,  as well as a shortfall  in sales or  earnings  compared to public
market   analysts   expectations,   changes  in  analysts   recommendations   or
projections,  and general economic and market  conditions,  may adversely affect
the  market  price of the  Common  Stock.  The  Company  has never paid any cash
dividends  and does not  anticipate  paying cash  dividends  in the  foreseeable
future.

Anti-Takeover Considerations

     The Companys  Certificate of  Incorporation  and Bylaws contain  provisions
which may have the  effect of  delaying,  deferring  or  preventing  a change in
control of the Company,  may  discourage  bids for the Common Stock at a premium
over the market  price of the Common Stock and may  adversely  affect the market
price of the Common  Stock and the voting and other rights of the holders of the
Common Stock.  These  provisions  include,  but are not limited to, a classified
Board of  Directors  and the  authority of the Board of Directors to issue up to
5,000,000 shares of preferred stock and to fix the price,  rights,  preferences,
privileges and  restrictions,  including voting rights,  of those shares without
further vote or action by the stockholders.  The rights of the holders of Common
Stock will be subject to, and may be  adversely  affected  by, the rights of the
holders of any preferred stock that may be issued in the future. The Company has
no present  plans to issue  shares of  preferred  stock.  In  addition,  certain
provisions  of Delaware law  applicable  to the Company could have the effect of
discouraging
 

                                       6
<PAGE>

certain  attempts  to acquire  the  Company  that  could  deprive  the  Companys
stockholders of the opportunities to sell their shares of Common Stock at prices
higher than prevailing market prices.

In May 1998, the Company adopted a stockholder rights plan having both "flip-in"
and  "flip-over"  provisions.  Each share of the Companys Common Stock currently
also represents a right (a "Right"),  exercisable only in certain circumstances,
to purchase a fractional  share of preferred  stock at a purchase  price of $145
for each share of Common  Stock held.  Until the Rights  become  exercisable  as
described below and in certain  limited  circumstances  thereafter,  the Company
will issue one Right for each share of Common  Stock issued  hereafter.  For the
"flip-in  provision,"  the Rights would become  exercisable  only if a person or
group acquires beneficial ownership of 15% (the "Threshold  Percentage") or more
of the outstanding Common Stock.  Holdings of certain existing affiliates of the
Company  are  excluded  from the  Threshold  Percentage.  In the event a flip-in
occurred,  all holders of Rights other than the person or group who acquired the
Threshold  Percentage  would be entitled to purchase shares of Common Stock at a
substantial  discount to the then current  market price.  This right to purchase
Common Stock at a discount  would be triggered as of a specified  number of days
following  the  passing  of  the  Threshold  Percentage.   For  the  "flip-over"
provision,  if the Company  were to be  acquired  in a merger or other  business
combination  or  transaction,  the holders of such  Rights  would be entitled to
purchase shares of the acquiror's common stock at a substantial discount.

Control by Officers, Directors and Principal Stockholders

        Directors, executive officers and principal stockholders of the Company,
and  certain of their  affiliates,  beneficially  own  approximately  33% of the
outstanding shares of Common Stock. Accordingly, these persons, individually and
as a group,  will be able to  effectively  control  the  Company  and direct its
affairs  and  business,   including  any  determination   with  respect  to  the
acquisition or disposition of assets by the Company,  future issuances of Common
Stock or other securities by the Company, declaration of dividends in the Common
Stock and the election of directors.  Such  concentration  of ownership may also
have the effect of delaying,  deferring or preventing a change in control of the
Company.


                                       7
<PAGE>


USE OF PROCEEDS

        The Company will not receive any proceeds from the sale of the shares of
Common Stock offered by the Selling Stockholders.


SELLING STOCKHOLDERS

        The following table sets forth certain  information  with respect to the
beneficial  ownership  of the  Companys  Common Stock as of September 3, 1998 by
each Selling Stockholder.


<TABLE>
<CAPTION>

                                                               Number of
                                  Beneficial Ownership        Shares to be     Beneficial Ownership
                                        Prior to               Registered             After
                                     the Offering (1)            In the           The Offering (1)   
Selling Shareholder Name         Number         Percent         Offering       Number         Percent

<S>                              <C>               <C>           <C>              <C>            <C>       
Ruth Ann Adney                   52,540            *             52,465           75             *
Gary Eklund                      52,465            *             52,465            --            *

</TABLE>
                                 
* less than one percent

(1)  Beneficial  ownership is  determined  in  accordance  with the rules of the
Securities and Exchange  Commission and generally  includes voting or investment
power with respect to  securities.  Shares of Common  Stock  subject to options,
warrants  and  convertible  notes  currently  exercisable  or  convertible,   or
exercisable  or  convertible  within  60 days of  August  20,  1998  are  deemed
outstanding  for computing the  percentage of the person or entity  holding such
securities  but are not  outstanding  for computing the  percentage of any other
person or entity. Assumes all offered shares are sold.


                Ruth  Adney and Gary  Eklund,  husband  and wife,  were the sole
shareholders of Beans, Grains & Things,  Incorporated,  an Arkansas  corporation
acquired by the Company in June, 1998 in a stock-for-stock transaction.  Each of
the Selling Shareholders  received 52,465 common shares of the Company.  Neither
Selling  Shareholder claims any beneficial  interest or ownership for any shares
other than those issued,  or previously  owned by, to that Selling  Shareholder.
Each Selling Shareholder was granted certain registration rights pursuant to the
Stock Purchase Agreement executed as part of the transaction. The Shares held by
Ms. Adney and Mr.
Eklund are being registered pursuant to that agreement.


PLAN OF DISTRIBUTION

The Shares  offered  hereunder  may be offered and sold from time to time by the
Selling Stockholders, or by pledgees, donees, transferees or other successors in
interest.  Such  sales  may be  made on the  Nasdaq  National  Market  or in the
over-the-counter  market or otherwise, at prices and on terms then prevailing or
related to the  then-current  market price, or in negotiated  transactions.  The
Shares  may be  sold  to or  through  one or  more  of  the  following  methods,
including, without limitation,  broker-dealers, acting as agent or principal, in
underwritten offerings, block trades, agency placements, exchange distributions,
brokerage transactions or otherwise, or in any combination of such transactions.

In  connection  with any  transaction  involving the Shares,  broker-dealers  or
others may receive from the Selling  Stockholders,  and/or the purchasers of the
Shares  for whom such  broker-dealers  act as agents or to whom they may sell as
principals  or both,  compensation  in the  form of  discounts,  concessions  or
commissions in amounts to be negotiated at the time (which  compensation as to a
particular   broker-dealer  might  be  in  excess  of  

                                       8
<PAGE>

customary commissions).  Broker-dealers and any other persons participating in a
distribution of the Shares may be deemed to be "underwriters" within the meaning
of the  Act in  connection  with  such  distribution,  and any  such  discounts,
concessions  or  commissions  may be  deemed  to be  underwriting  discounts  or
commissions  under the Act.  From time to time,  the  Selling  Stockholders  may
pledge,  hypothecate  or grant a security  interest in some or all of the Shares
owned by them,  and the  pledgees,  secured  parties  or  persons  to whom  such
securities  have  been  hypothecated  shall,  upon  foreclosure  in the event of
default,  be deemed to be  Selling  Stockholders  hereunder.  In  addition,  the
Selling  Stockholders may, from time to time, sell short the Common Stock of the
Company,  and in such instances,  this Prospectus may be delivered in connection
with such short  sales and the Shares  offered  hereby may be used to cover such
short sales.

Any or all of the sales or other  transactions  involving  the Shares  described
above,  whether  effected  by the Selling  Stockholders,  any  broker-dealer  or
others,  may be made pursuant to this Prospectus.  In addition,  any Shares that
qualify  for sale  pursuant to Rule 144 under the Act may be sold under Rule 144
rather than pursuant to this Prospectus.  The Selling  Stockholders'  Shares may
also be offered in one or more underwritten  offerings,  on a firm commitment or
best efforts  basis.  The Company will receive no proceeds  from the sale of the
Selling Stockholders' Shares by the Selling Stockholders. The Shares may be sold
from time to time in one or more  transactions at a fixed offering price,  which
may be  changed,  or at  varying  prices  determined  at the  time of sale or at
negotiated prices. Such prices will be determined by the Selling Stockholders or
by agreement between the Selling  Stockholders and their underwriters,  dealers,
brokers or agents.

To the extent required under the Securities Act, the aggregate amount of Selling
Stockholders  Shares being offered and the terms of the  offering,  the names of
any such agents, brokers,  dealers or underwriters and any applicable commission
with  respect  to a  particular  offer  will  be set  forth  in an  accompanying
Prospectus   supplement.   Any   underwriters,   dealers,   brokers   or  agents
participating in the distribution of the Shares may receive  compensation in the
form of underwriting discounts, concessions,  commissions or fees from a Selling
Stockholders and/or purchasers of Selling Stockholders Shares, for whom they may
act. In  addition,  sellers of Selling  Stockholders  Shares may be deemed to be
underwriters  under the  Securities  Act and any  profits on the sale of Selling
Stockholders  Shares by them may be deemed to be discount  commissions under the
Securities Act. The Selling  Stockholders may have other business  relationships
with the Company and its  subsidiaries  or affiliates in the ordinary  course of
business.

Including and without limiting the foregoing,  in connection with  distributions
of  the  Common  Stock,   the  Selling   Stockholders  may  enter  into  hedging
transactions  with  broker-dealers  and the  broker-dealers  may engage in short
sales of the Common  Stock in the course of hedging  the  positions  they assume
with the  Selling  Stockholders.  The Selling  Stockholders  may also enter into
option or other  transactions with  broker-dealers  that involve the delivery of
the  Common  Stock to the  broker-dealers,  who may  then  resell  or  otherwise
transfer such Common Stock. The Selling Stockholders may also loan or pledge the
Common Stock to a broker-dealer  and the broker-dealer may sell the Common Stock
so loaned or upon a default may sell or otherwise  transfer  the pledged  Common
Stock.

All cost associated  with this offering,  other than fees and expense of counsel
for the Selling  Stockholders  and any  underwriting  discounts and commissions,
brokerage commissions and fees and transfer taxes, will be paid by the Company.


LEGAL MATTERS

        The validity of the Common Stock offered  hereby has been passed upon by
Holme Roberts & Owen LLP, Denver, Colorado as counsel for the Company.

                                       9
<PAGE>


EXPERTS

        The  financial  statements  of Wild Oats  contained  in the 1997  Annual
Report to Stockholders of the Company,  which is incorporated in this Prospectus
by  reference  to the  Company's  Annual  Report on Form 10-K for the year ended
December  27,  1997 have  been so  incorporated  in  reliance  on the  report of
PricewaterhouseCoopers  LLP, independent accountants,  given on the authority of
said firm as experts in auditing  and  accounting.  The  consolidated  financial
statements  of  Alfalfa's,  Inc.,  a company  acquired by the Company in July of
1996, as of June 30, 1996 and for the year then ended and the combined financial
statements of New Frontiers  Markets,  a corporation  that owned three Salt Lake
City,  Utah stores  acquired by Wild Oats,  as of December 31, 1995 and 1994 and
for each of the three years in the period ended  December 31, 1995  incorporated
in this  Prospectus  by  reference  to pages  F-17  through  F-30 and pages F-36
through F-45,  respectively  of the Companys  Prospectus  dated October 22, 1996
have been so incorporated  in reliance on the reports of  PricewaterhouseCoopers
LLP, independent accountants,  given on the authority of said firm as experts in
auditing and accounting.

        The  consolidated  financial  statements  of  Alfalfas,   Inc.  and  its
subsidiaries  as of June 25, 1995 and for the years ended June 25, 1995 and June
26, 1994  incorporated  in this  Prospectus by reference  from the  Registration
Statement No. 333-11261 on Form S-1 of Wild Oats Markets, Inc. have been audited
by Deloitte & Touche LLP, independent  auditors, as stated in their report which
is incorporated  herein by reference,  and have been so incorporated in reliance
upon the report of such firm given upon their authority as experts in accounting
and auditing.


AVAILABLE INFORMATION

        The Company has filed with the  Commission a  registration  statement on
Form S-3 (the  Registration  Statement,  which term  encompasses all amendments,
exhibits,  annexes and schedules  thereto) under the Securities Act with respect
to  the  Common  Stock  offered  for  resale  hereby.  This  Prospectus,   which
constitutes  a part of the  Registration  Statement,  does not  contain  all the
information  set forth in the  Registration  Statement,  to which  reference  is
hereby  made.  Statements  made in this  Prospectus  as to the  contents  of any
contract,  agreement or other document referred to are not necessarily complete.
With  respect to each such  contract,  agreement or other  document  filed as an
exhibit to the  Registration  Statement and the exhibits  thereto,  reference is
hereby  made  to the  exhibit  for a more  complete  description  of the  matter
involved,  and each  statement  made  herein  shall be deemed  qualified  in its
entirety by such reference.

        The Company is subject to the informational requirements of the Exchange
Act and in accordance  therewith files periodic  reports,  proxy and information
statements and other  information  filed with the Commission.  The  Registration
Statement  filed by the Company with the  Commission,  as well as such  reports,
proxy and information statements and other information filed by the Company with
the Commission,  are available at the web site that the Commission  maintains at
http://www.sec.gov  and can be  inspected  and  copied at the  public  reference
facilities maintained by the Commission at Room 1024, Judiciary Plaza, 450 Fifth
Street,  N.W.,  Washington,  D.C.  20549,  and at the  regional  offices  of the
Commission  located at 7 World Trade Center,  New York, New York 10048,  and the
Central  Regional  Office,  1801  California  Street,  Suite  4800,  Denver,  CO
80202-2648.  Copies of such material,  when filed, may also be obtained from the
Public  Reference  Section  of  the  Commission  at  450  Fifth  Street,   N.W.,
Washington,  D.C. 20549 at prescribed  rates.  The Common Stock is quoted on the
Nasdaq  National Market and such reports,  proxy and information  statements and
other  information  concerning  the Company are  available at the offices of the
Nasdaq National Market located at 1735 K Street, N.W., Washington, D.C. 20006.


                                       10
<PAGE>

INCORPORATION OF CERTAIN DOCUMENTS BY REFERENCE

        Incorporated by reference in this Prospectus are (i) the Companys Annual
Report on Form 10-K for the fiscal year ended  December 27, 1997,  as amended on
Form 10-K/A dated June 15, 1998;  (ii) the  Companys  Quarterly  Reports on Form
10-Q  for the  quarters  ended  March  28,1998  and  June 27,  1998,  (iii)  the
description of the Companys Common Stock contained in the Companys  Registration
Statement on Form 8-A dated  October 17, 1996;  and (iv) Pages F-17 through F-30
and Pages F-36 through F-45 of the Companys  Prospectus  dated October 22, 1996.
All documents filed by the Company pursuant to Section 13(a), 13(c), 14 or 15(d)
of the  Exchange  Act  after  the  date  of this  Prospectus  and  prior  to the
termination  of this offering  shall be deemed to be  incorporated  by reference
herein and to be a part of this Prospectus from the of filing of such documents.
Any statement contained in a document  incorporated by reference herein shall be
deemed to be modified or  superseded  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 supersedes such  statement.  Any statement so modified or superseded
shall not be deemed,  except as so modified or superseded,  to constitute a part
of this Prospectus.

        The Company will provide  without  charge to each person,  including any
beneficial  owner of Common Stock,  to whom a copy of this  Prospectus  has been
delivered,  on the written or oral request of such person,  a copy of any or all
of the foregoing documents  incorporated by reference in this Prospectus,  other
than  exhibits  to  such  documents   unless  such  exhibits  are   specifically
incorporated   by  reference   into  the   information   that  this   Prospectus
incorporates.  Written or oral  requests  for such copies  should be directed to
Wild Oats Markets,  Inc.,  1645 Broadway,  Boulder,  Colorado 80302  (telephone:
(303) 440-5220, extension 392).


                                       11
<PAGE>


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