WILD OATS MARKETS INC
424B3, 2000-03-17
CONVENIENCE STORES
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                                                                  RULE 424(b)(3)
                                                   REGISTRATION NUMBER 333-31292

WILD OATS [GRAPHIC LOGO OMITTED]
COMMUNITY MARKET(R)

PROSPECTUS

                                 888,903 SHARES
                             WILD OATS MARKETS, INC.
                                  COMMON STOCK

         All of the 888,903 shares of our common stock are being sold by selling
stockholders.  We will not receive any  proceeds  from the sale of shares by the
selling stockholders.

         The sale of the shares may occur from time to time:


         o    in transactions on the Nasdaq National Market,
         o    in privately negotiated transactions, or
         o    in combination of various methods of sale.

         The sales of the shares may occur from time to time:

         o    at fixed prices that may be changed,
         o    at market prices prevailing at the time of sale,
         o    at prices related to such prevailing prices, or
         o    at negotiated prices.

         The   selling   stockholders   may  sell  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).

         We have agreed,  among other things,  to bear certain  expenses  (other
than fees and expenses of counsel and underwriting discounts and commissions and
brokerage  commissions and fees) in connection with the registration and sale of
the  shares  being  offered  by the  selling  stockholders.  We have  agreed  to
indemnify the selling  stockholders  and certain other persons  against  certain
liabilities, including liabilities under the federal securities laws.

         Our common  stock is quoted on the  Nasdaq  National  Market  under the
symbol  "OATS." The last reported  sales price of our common stock on the Nasdaq
National Market on February 25, 2000 was $15.94 per share.

         INVESTING  IN OUR  COMMON  STOCK  INVOLVES  CERTAIN  RISKS.  SEE  "RISK
FACTORS" BEGINNING ON PAGE 5.

         Neither the Securities and Exchange Commission nor any state securities
commission  has approved or disapproved  these  securities or determined if this
prospectus  is truthful or  complete.  Any  representation  to the contrary is a
criminal offense.

                  The date of this Prospectus is March 14, 2000

<PAGE>

                                TABLE OF CONTENTS

                                                                            PAGE

Prospectus Summary ...........................................................1

Risk Factors .................................................................5

Use of Proceeds ..............................................................9

Selling Stockholders ........................................................10

Plan of Distribution ........................................................10

Legal Matters ...............................................................11

Experts .....................................................................11

Where You Can Find More Information .........................................12

Incorporation of Certain Information We File with the SEC ...................12



In this  prospectus,  "Wild Oats," "we," "us," and "our" each refer to Wild Oats
Markets, Inc.


<PAGE>

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

                               PROSPECTUS SUMMARY


         THIS  SUMMARY  HIGHLIGHTS   INFORMATION  APPEARING  ELSEWHERE  IN  THIS
PROSPECTUS OR  INCORPORATED  BY REFERENCE.  THIS SUMMARY MAY NOT CONTAIN ALL THE
INFORMATION  THAT YOU SHOULD  CONSIDER BEFORE  PURCHASING OUR COMMON STOCK.  YOU
SHOULD  CAREFULLY READ THIS ENTIRE  PROSPECTUS AND THE OTHER  DOCUMENTS TO WHICH
THIS PROSPECTUS REFERS. THIS PROSPECTUS CONTAINS FORWARD-LOOKING STATEMENTS THAT
INVOLVE RISKS AND UNCERTAINTIES.

         PLEASE NOTE THAT, UNLESS OTHERWISE STATED:

         o    ALL  REFERENCES  IN THIS  PROSPECTUS  TO A PARTICULAR  FISCAL YEAR
              REFER  TO OUR  52- OR  53-WEEK  FISCAL  YEAR,  WHICH  ENDS  ON THE
              SATURDAY NEAREST TO DECEMBER 31 OF EACH YEAR
         o    ALL  INFORMATION  IN THIS  PROSPECTUS  REFLECTS TWO 3-FOR-2  STOCK
              SPLITS OF OUR COMMON  STOCK,  THE FIRST PAID ON JANUARY 7, 1998 TO
              HOLDERS OF RECORD ON  DECEMBER  22,  1997 AND THE  SECOND  PAID ON
              DECEMBER 1, 1999 TO HOLDERS OF RECORD ON NOVEMBER 17, 1999

THE COMPANY

         Wild  Oats is the  largest  natural  foods  supermarket  chain in North
America  based on number of stores  operated.  We  currently  operate 111 stores
(including four small vitamin stores) in 22 states and Canada.  We are dedicated
to providing a broad  selection of high  quality  natural and gourmet  foods and
related  products at  competitive  prices in an inviting and  educational  store
environment emphasizing customer service. Our stores range in size from 2,700 to
45,000 gross square feet and feature  natural  alternatives  for virtually every
product  category found in conventional  supermarkets.  We provide our customers
with  a  one-stop,   full-service  shopping  alternative  to  both  conventional
supermarkets and traditional health food stores.

         Wild  Oats   emphasizes   unique   products  not  typically   found  in
conventional supermarkets and tailors its product mix to meet the preferences of
each store's local market.  In addition,  we introduced our "A Wild Oats Down to
Earth Value" private label line that offers high quality,  all-natural  items in
many product  categories at prices  competitive with those of similar brand-name
items.  Our strict  quality  standards  require  our  products  to be  minimally
processed,  not tested on animals, and free of preservatives,  artificial colors
and chemical additives.

         Each of our stores  strives to create a fun,  friendly and  educational
store environment that makes grocery shopping enjoyable, encouraging shoppers to
spend more time in our stores and to purchase new  products.  We train our store
staff to educate  customers as to the benefits and quality of our products,  and
we prominently  feature  instructional  brochures,  newsletters  and an in-store
information  department.  In  addition,  many of our stores  offer cafe  seating
areas, espresso and fresh juice bars and in-store nutritional  consultations and
massage therapists, all of which emphasize the comfortable and relaxed nature of
the Wild Oats shopping experience.  We also seek to engender customer loyalty by
demonstrating  our high  degree of  commitment  to the local  community  through
ongoing programs which provide significant monetary and in-kind contributions to
local not-for-profit organizations.

         From 1994 to 1998,  retail  sales of  natural  products  grew from $7.6
billion to $19.0 billion,  for a compound annual growth rate of 25.7%, and total
sales of natural products  (including over the internet,  by  practitioners,  by
multi-level  marketers  and through mail order)  reached  $25.4 billion in 1998.
Sales growth in the traditional  supermarket  industry remained  relatively flat
over the same period.  We believe that this growth  reflects a broadening of the
natural  products  consumer  base that is being  propelled  by several  factors,
including  healthier eating patterns,  increasing  concern regarding food purity
and safety,  greater environmental  awareness and increasing consumer demand for
fresh, premium quality foods.  Further,  according to industry data, the natural
products industry  comprises less than 2.5% of the total  supermarket  industry,
demonstrating  significant  potential  for  continued  expansion of our customer
base.

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<PAGE>

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

         Since  acquiring our first natural foods store in 1987, we have pursued
an  aggressive  growth  strategy.  We have grown our annual gross sales in large
part through  acquiring  independent  and small chain  natural  foods stores and
through  opening  new stores.  The table below sets forth  certain of our annual
growth  statistics.  The information  about our total number of stores is net of
closures and  relocations.  Discussions  regarding  the number of our stores and
historic financial  information  contained in this prospectus have been restated
to account for two  stock-for-stock  transactions  accounted  for as poolings of
interests, both consummated in 1999.

<TABLE>
<CAPTION>

                      Total Number of    Total Number of   Number of Stores  Number of Stores
                     Stores at End of   States at End of   Acquired During     Opened During    Annual Gross Sales
    Fiscal Year         Fiscal Year        Fiscal Year       Fiscal Year        Fiscal Year       (in millions)
    -----------         -----------        -----------       -----------        -----------       -------------
<S>     <C>                  <C>                <C>              <C>                 <C>              <C>
        1996                 57                 8                14                  9                $299.6
        1997                 70                12                 9                  5                 432
        1998                 82                18                 7                  9                 531
        1999                110                22                17                  8                 721.1
   2000 (through
 February 28, 2000)         111                22                 0                  3                 N/A
</TABLE>

         Our sales grew at a  compound  annual  growth  rate of 34% from 1996 to
1999. Our sales for 1999 were $721.1 million,  compared to $531 million in 1998,
an  increase  of 36%,  largely  due to the  opening  of eight  new  stores,  the
relocation of five stores and the acquisition of 17 stores, including:

         o    Nature's Fresh Northwest which owned seven operating natural foods
              stores  and one  site in  development  in  metropolitan  Portland,
              Oregon. Nature's had sales of approximately $58.3 million in 1998.
              The purchase  price was  approximately  $40.0  million in cash and
              assumption by us of a $17.0 million promissory note payable to the
              seller.  This  acquisition  was  accounted  for using the purchase
              method  and the  excess of cost over the fair  value of the assets
              acquired and liabilities assumed of $32.1 million was allocated to
              goodwill,  which is being amortized on a straight-line  basis over
              40 years.

         o    Four natural  foods  supermarkets  operating  under the name "Wild
              Harvest,"  located in the greater Boston,  Massachusetts  area, in
              exchange for $12.5 million in cash. The  transaction was accounted
              for using the purchase method and the excess of cost over the fair
              market value of the assets  acquired of $782,000 was  allocated to
              good will, which is being amortized on a straight-line basis of 40
              years..

         We also consummated two stock-for-stock  transactions  accounted for as
poolings of interests, which added 20 natural food grocery stores and four small
vitamin stores to our historic store base, with the following entities:

         o    Henry's  Marketplace,  Inc. which owned 11 operating natural foods
              stores  and one site in  development  in  metropolitan  San Diego,
              California.  Henry's Marketplace,  Inc. had sales of approximately
              $81.0  million in 1998.  The merger  consideration  was  2,100,290
              shares of our common stock.  This transaction was accounted for as
              a pooling of interests.

         o    Sun Harvest Farms,  Inc.  which owned nine operating  natural food
              stores in San  Antonio,  Austin and other Texas  communities  and,
              through an affiliated  entity also  included in such  transaction,
              four  vitamin  stores.  Sun  Harvest  Farms,  Inc.  had  sales  of
              approximately $50.8 million in 1998. The merger  consideration was
              888,903 shares of our common stock.  The transaction was accounted
              for as a pooling of interests.

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

                                       2
<PAGE>

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

         The  following  table  presents  our earnings per share for the periods
stated,  adjusted for the  stock-for-stock  transaction with the shareholders of
Henry's Marketplace, Inc., accounted for as a pooling of interests, adjusted for
the 3-for-2 stock split of the common stock paid on December 1, 1999, to holders
of  record  on  November   17,  1999,   and,  in  addition,   adjusted  for  the
stock-for-stock  transaction with the  shareholders of Sun Harvest Farms,  Inc.,
and its affiliate, accounted for as a pooling of interests.

             HISTORICAL AND SUPPLEMENTAL COMBINED EARNINGS PER SHARE
<TABLE>
<CAPTION>

                                                Fiscal Year                  Nine-Months Ended
                                       ----------------------------     ----------------------------
                                                                        September 26,    October 2,
                                         1996        1997    1998            1998          1999
                                       ----------------------------     -------------  -------------
<S>                                     <C>        <C>      <C>               <C>            <C>
 Historical Earnings per Share (1)
 Basic                                  $ (0.61)   $ 0.79   $ 1.08            $ 0.80         $ 0.46
 Diluted                                  (0.61)     0.76     1.05              0.77           0.45
 Adjusted Earnings per Share (2)
 Basic                                  $ (0.41)   $ 0.53   $ 0.72            $ 0.53         $ 0.31
 Diluted                                  (0.41)     0.51     0.70              0.51           0.30
 Supplemental Earnings per Share (3)
 Basic                                  $ (0.32)   $ 0.55   $ 0.73            $ 0.55         $ 0.36
 Diluted                                  (0.32)     0.53     0.71              0.54           0.35
</TABLE>


(1)  Reflects the  September  27, 1999,  pooling of interests  transaction  with
     Henry's Marketplace, Inc.
(2)  Reflects  the 3-for-2  stock split of the common  stock paid on December 1,
     1999, to holders of record on November 17, 1999.
(3)  Reflects the December 15, 1999,  pooling of interests  transaction with Sun
     Harvest Farms, Inc.

         As a result of our aggressive growth, we have increased our penetration
of  existing  markets,  entered  new  geographic  markets and created a stronger
platform for future  growth.  Since the beginning of 1997, we have  successfully
entered  a number  of new  states,  including  Arizona,  Arkansas,  Connecticut,
Illinois, Indiana, Massachusetts, New Jersey, New York, Ohio, Oregon, Tennessee,
Texas,  and  Washington.  We  believe  our  growth  has  resulted  in  operating
efficiencies created by:

         o    warehousing, distribution and administrative economies of scale
         o    improved volume purchasing discounts
         o    coordinated merchandising and marketing strategies

         Wild Oats plans to open,  acquire or  relocate  as many as 17 stores in
the remainder of 2000. We intend to continue our national  expansion strategy by
increasing  penetration in existing  markets and expanding into new regions that
we believe are currently underserved by natural foods retailers.  We believe our
flexible store format strategy,  which includes large supermarket  format stores
and medium-sized urban format stores,  and our store clustering  strategy enable
us to increase  market  penetration,  reach a broader  customer base and operate
successfully in a diverse set of markets. In addition,  we periodically evaluate
new store  formats  that may appeal to  different  types of consumers in various
parts of the country.

         Our  executive  offices are  located at 3375  Mitchell  Lane,  Boulder,
Colorado 80301, and our telephone number is (303) 440-5220.

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

                                       3
<PAGE>

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


                                  RISK FACTORS

         We operate in a highly  competitive  industry.  The following are among
the risks which could adversely affect our future financial performance:

         o    our ability to manage growth
         o    our strategy of clustering stores
         o    fluctuations  in our financial  results that could cause our stock
              price to fluctuate
         o    comparable   store  sales  trend   fluctuations
         o    increased competition in the sale of natural foods products
         o    loss of key personnel
         o    disruptions of product supply

         These and other risks  associated with our business and the purchase of
our common stock are  discussed  under the heading "Risk  Factors"  beginning on
page 5.

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

                                       4
<PAGE>

                                  RISK FACTORS

         THIS  OFFERING  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.

OUR  ABILITY TO MANAGE  GROWTH IS  CRITICAL  TO  EXECUTING  OUR GROWTH  STRATEGY
SUCCESSFULLY

         We have grown  considerably in size and geographic scope since 1992. In
1999,  and to date in 2000, we have  acquired 17 stores,  added 24 stores to our
historic store base though two pooling of interests transactions,  and opened 11
new stores (including one store opened in 1999 by Henry's Marketplace, Inc.). We
plan to continue  growing rapidly  primarily  through the opening of new stores.
Therefore,  our success depends, in part, on our ability to open and operate new
stores profitably.  Our ability to continue to successfully implement our growth
strategy in this manner depends on many factors, including our ability to:

         o    hire  and  train  new  personnel,   including  administrative  and
              accounting personnel,  departmental,  regional and store managers,
              store employees and other personnel in our corporate organization
         o    expand  into  areas  of the  country  where  we have no  operating
              experience
         o    identify areas of the country that meet our criteria for new store
              sites
         o    locate suitable store sites and negotiate acceptable lease terms
         o    obtain  governmental  and other third party consents,  permits and
              licenses needed to operate new stores
         o    integrate new stores into our existing operations
         o    expand our existing  systems or acquire and implement new systems,
              including   information  systems,   hardware  and  software,   and
              distribution infrastructure, to include new relocated and acquired
              stores
         o    obtain adequate funding for operations

         In addition, we will continue to consider acquisitions of natural foods
retailers where attractive opportunities exist. Acquisitions of operating stores
involve  risks which  could have a negative  effect on our  business,  financial
results and profitability, such as:

         o    short-term declines in our reported operating results
         o    diversion of management's attention
         o    unanticipated problems or legal liabilities
         o    inclusion  of  incompatible  operations,  particularly  management
              information systems
         o    inexperience in operating different store formats

         Although  we  believe  that we have  the  management,  operational  and
information systems, distribution infrastructure and other resources required to
implement  our  growth  strategy,  we may not be able to  execute  our new store
expansion plans within the expected time frame. Our continued growth may place a
significant strain on our management,  our ability to distribute products to our
stores,  working capital, and financial and management control systems. In order
for us to manage our expanding store base  successfully,  our management will be
required to anticipate  the changing  demands of our growing  operations  and to
adapt  systems  and  procedures  accordingly.  If we are not able to do so,  our
business,  sales and overall  profitability  will be materially  and  negatively
affected.

OUR STRATEGY OF CLUSTERING STORES MAY RESULT IN DECLINES IN OPERATING RESULTS

         As part of our growth strategy,  we strive to locate stores in clusters
in select regional markets to increase overall sales, reduce operating costs and
increase  customer  awareness.  In the  past,  when we have  opened a store in a
market where we have an existing  store,  our sales and  operating  results have
declined  at some  existing  stores in such  markets.  We intend to  continue to
cluster  stores and expect the sales and trends in  operating  results for other
stores in such clustered markets to continue to experience temporary declines as
a result.

                                       5
<PAGE>

OUR FINANCIAL RESULTS MAY FLUCTUATE SIGNIFICANTLY WHICH COULD CAUSE THE PRICE OF
OUR SHARES TO FLUCTUATE

         Our profitability may fluctuate  significantly from period to period as
the result of a variety of factors, including:

         o    the number, timing, mix and cost of store openings,  acquisitions,
              relocations or closings
         o    the ratio of stores opened to stores acquired
         o    the opening of stores by us or by our competitors in markets where
              we have existing stores
         o    percentage  changes in comparable  store sales results,  i.e, same
              store sales from year to year

         We incur  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 new stores in a single period will negatively  affect our
profitability.

OUR PAST COMPARABLE STORE SALES MAY NOT BE INDICATIVE OF FUTURE COMPARABLE STORE
SALES

         A variety  of  factors  affect  our  comparable  store  sales  results,
including, among others:

         o    the opening of stores by us or by our competitors in markets where
              we have existing stores
         o    the relative proportion of new stores to mature stores
         o    store remodels
         o    the timing of promotional events
         o    our ability to follow our operating plans effectively
         o    changes in consumer preferences for natural foods products
         o    general economic conditions

         Past  increases  in  comparable  store  sales  may not  reflect  future
performance.  Comparable  store sales for any particular  period may decrease in
the future.  Due to the factors listed above,  we believe that  period-to-period
comparisons  of our operating  results are not  necessarily  meaningful and that
such  comparisons  cannot  be relied  upon as  indicators  of  future  financial
performance. Fluctuations in our comparable store sales could cause the price of
our common stock to fluctuate substantially.

INCREASED  COMPETITION  IN THE SALE OF NATURAL FOODS  PRODUCTS  COULD REDUCE OUR
PROFITABILITY

         Our  competitors  currently  include other  independent  and multi-unit
natural  foods   supermarkets,   smaller   traditional   natural  foods  stores,
conventional  supermarkets  and specialty  grocery  stores.  We believe that our
primary  competitor  is Whole  Foods  Market,  Inc.,  a national  natural  foods
supermarket chain based in Texas, which, as of February 15, 2000, had 107 stores
and had annual  sales of  approximately  $1.6 billion in its 1999 fiscal year. A
number  of other  natural  foods  supermarkets  offer a range of  natural  foods
products similar to those we offer.  While some competitors do not offer as full
a  range  of  products  as we do,  they  do  compete  with  us in  some  product
categories.

         Many of our  competitors  have been in business longer and have greater
financial or marketing resources than we do. Our competitors also may be able to
devote more funds and  employees to securing  suitable  locations for new stores
and to the sourcing,  promotion and sale of their products. In addition,  should
any of our  competitors  reduce  prices,  we may be required to reduce prices to
remain competitive,  which could result in lower sales and profitability.  As we
open stores in new  geographic  markets,  our success will depend in part on our
ability to gain  market  share from  established  competitors.  Traditional  and
specialty  grocery  stores are  expanding the amount of natural foods they carry
and market,  and  therefore  they now  compete  directly  with us for  products,
customers  and  locations.  We expect  competition  from  both new and  existing
competitors  to  increase  in our  markets  and we may not be  able  to  compete
effectively in the future, which could adversely affect our profitability.

                                       6
<PAGE>

LOSS OF KEY PERSONNEL COULD DISRUPT OUR OPERATIONS

         We believe  that our  continued  success  will depend to a  significant
extent upon the leadership and performance of:

         o    Michael C. Gilliland, our co-founder and Chief Executive Officer
         o    James Lee, our President and Chief Operating Officer
         o    Mary Beth Lewis, our Chief Financial Officer

         The  loss of the  services  of  these  individuals  or other of our key
personnel could have a substantial negative effect upon our operations. Also, in
the current economy in the United States, it is more difficult to find, hire and
retain  qualified  managerial  employees.  Any  inability  to recruit  qualified
employees could disrupt our operations.

DISRUPTIONS  OF PRODUCT  SUPPLY COULD REDUCE STORE SALES AND  PROFITABILITY  AND
DISRUPT OUR OPERATIONS

         Our  business is  dependent  on our ability to buy products on a timely
basis and at competitive  prices from a small number of distributors  and from a
large number of  relatively  small  vendors.  Based on our  previous  purchasing
patterns,  we  anticipate  that  we  will  continue  to  purchase  approximately
one-third of the products sold in our stores through one wholesale  distributor,
United  Natural Foods,  Inc. We have  approximately  three years  remaining on a
four-year  supply  agreement  with  this  major  distributor  and we do not have
contracts with any other major  supplier.  In 1999, this  distributor  announced
problems in the  consolidation  of its eastern U.S.  warehouse  operations which
resulted  in minor  disruptions  in the  supply of  products  to  certain of our
eastern  stores.  We cannot assure that future  disruptions in the operations of
this  distributor  will  not  have  a  material  effect  on  our  operations  or
profitability.  We may not be able to negotiate  future supply  agreements  with
this or other  distributors  on terms  favorable to us. In  addition,  any other
vendor or  distributor  could stop selling to us at any time.  Any disruption in
our  product  supplies  could  reduce  store  sales  and our  profitability.  In
addition,  even where we have  access to  alternative  sources  of  supply,  the
failure of a vendor or distributor to meet our demands may  temporarily  disrupt
store-level merchandise selection, resulting in reduced sales.

GOVERNMENT REGULATION COULD INCREASE OUR COSTS

         We are subject to many laws,  regulations  and ordinances at the local,
state and  national  level and  problems  or  failures to comply with these laws
could  negatively  affect our store  sales and  operations,  or could  delay the
opening of a new store. Such laws regulate our operations, including:

         o    health and sanitation standards
         o    food labeling and handling requirements
         o    employment and wage levels
         o    food and alcoholic beverage sales regulations

         From  time to  time,  various  local,  state  and  national  government
agencies  propose laws on issues  affecting our operations that could reduce our
profitability  by increasing our costs or affecting  sales of certain  products.
Examples of such issues are:

         o    the minimum wage payable to employees
         o    the minimum age restriction for certain jobs
         o    tax increases on the retail sale of certain products

         Food safety concerns may also generate new laws that could increase the
cost  to  prepare  foods  sold in our  stores  or make  the  sale of some  items
unprofitable. Product recalls or additional government regulation may also erode
customer  confidence in the safety of our products,  resulting in reduced sales.
Over 15% of our total  sales  come from the sale of  vitamins,  supplements  and
herbal products. There have been many proposals for new laws on a national level
to restrict  sales of certain  supplement  products  or to regulate  information
available to consumers  regarding  these  products.  If new laws are passed that
limit our  ability to offer  information  on the  products  we sell or limit the
availability of the products to the general public, our sales could decrease.

                                       7
<PAGE>

FLUCTUATIONS IN OUR STOCK PRICE MAY BE VOLATILE

         The market price of our common stock can change  rapidly in response to
our  operating  results  and  other  factors,  including  announcements  by  our
competitors.  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.  In addition to
fluctuations   in  the  price  of  our  common  stock  caused  by  stock  market
fluctuations, the market price of our common stock may fluctuate due to:

         o    a shortfall  in sales,  comparable  store sales growth or earnings
              compared to public market analysts' expectations
         o    changes in analysts' recommendations or projections
         o    general economic and market conditions

WE DO NOT INTEND TO PAY CASH DIVIDENDS FOR THE FORESEEABLE FUTURE

         We have never paid cash dividends on shares of our common stock.  We do
not intend to pay cash dividends in the foreseeable future. Our revolving credit
facilities  contain various  financial  covenants  which  restrict,  among other
things, our ability to pay cash dividends.

OUR GOVERNING  DOCUMENTS,  PROVISIONS OF DELAWARE LAW AND OUR STOCKHOLDER RIGHTS
PLAN COULD HAVE ANTI-TAKEOVER EFFECTS

         Our  Certificate of  Incorporation  and Bylaws,  certain  provisions of
Delaware  law and a  stockholder  rights  plan that we  adopted  could  have the
following effects:

         o    delaying,  deferring  or  preventing  a change in  control  of our
              company
         o    discouraging  bids  for our  common  stock at a  premium  over the
              market price of our common stock
         o    adversely  affecting  the market price of our common stock and the
              voting and other rights of the holders of our common stock

         Such provisions in our governing documents 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 our 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.  We have no  present  plans to  issue  shares  of  preferred  stock.  In
addition, certain provisions of Delaware law applicable to us could have similar
effects.

         Our  stockholder  rights  plan  gives  our  stockholders  the  right to
purchase a fractional  share of preferred  stock at a purchase price of $145 for
each  share of our common  stock  held.  In  addition,  until the rights  become
exercisable and in certain limited circumstances  thereafter,  we will issue one
right for each share of our common stock  issued after May 22, 1998.  The rights
become  exercisable only if a person or group acquires  beneficial  ownership of
15% or more of our  outstanding  common  stock and would  entitle all holders of
rights,  other than that person or group to purchase  shares of our common stock
at a substantial discount to the then-current market price. In addition, if Wild
Oats were 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.

OUR OFFICERS,  DIRECTORS AND PRINCIPAL  STOCKHOLDERS  WILL EXERCISE  SIGNIFICANT
CONTROL

         As of January 31, 2000, our directors, executive officers and principal
stockholders, and certain of their affiliates, controlled approximately 22.9% of
the  outstanding  shares of our  common  stock.  Because  of this level of stock
ownership,  these persons,  individually and as a group, are able to effectively
control us and direct our affairs and business,  including  decisions  about the
acquisition or disposition  of our assets,  future  issuances of common stock or
other  securities  by us,  declaration  of dividends in our common stock and the
election of directors.  The large  percentage of stock held by such  individuals
could also delay or prevent a change in control.

                                       8
<PAGE>

         Pursuant  to an  agreement  between us and certain  investors,  certain
parties  controlling  an aggregate of  approximately  3.77 million shares of our
common stock have agreed that, under certain circumstances, they will vote their
shares in favor of electing the nominee of an investor to our board of directors
and to the audit and compensation committees of our board.

ACTUAL RESULTS MAY DIFFER FROM RESULTS DISCUSSED IN FORWARD-LOOKING STATEMENTS

         Certain statements in this prospectus,  including  statements contained
in the  summary,  under the  captions  "Risk  Factors,"  and  elsewhere  in this
prospectus  constitute  "forward-looking  statements"  within the meaning of the
Private  Securities   Litigation  Reform  Act  of  1995.  Such   forward-looking
statements include,  without limitation,  statements as to our plans to acquire,
relocate  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  our  management's  opinion.   These  forward-looking
statements and assumptions  involve known and unknown risks,  uncertainties  and
other  factors  that  may  cause  our  actual  results,  market  performance  or
achievements  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:

         o    changes in economic or business conditions in general or affecting
              the natural foods industry in particular
         o    changes in product supply
         o    changes in the  competitive  environment in which we operate
         o    the availability of sites for new stores and potential acquisition
              candidates
         o    difficulties in integration of new acquisitions
         o    changes in our management information needs
         o    changes in customer needs and expectations
         o    governmental and regulatory actions

                                 USE OF PROCEEDS

         We will not receive any proceeds  from the sale of the shares of common
stock offered by the selling stockholders.

                                       9

<PAGE>

                              SELLING STOCKHOLDERS

         The following table sets forth certain  information with respect to the
beneficial ownership of the common stock as of February 25, 2000 by each selling
stockholder.
<TABLE>
<CAPTION>

                                                                          NUMBER OF
                                             BENEFICIAL OWNERSHIP       SHARES TO BE    BENEFICIAL OWNERSHIP
                                                  PRIOR TO              REGISTERED IN          AFTER
                                                 THE OFFERING           THE OFFERING     THE OFFERING (1)
                                            ----------------------     --------------  --------------------
NAME                                        NUMBER         PERCENT                            NUMBER
- ----                                        ------         -------                            ------
<S>                                         <C>              <C>           <C>                  <C>
Nelson Wolff .......................        296,301          1.3           296,301              0
George Wolff .......................        296,301          1.3           296,301              0
Gary Wolff .........................        296,301          1.3           296,301              0
</TABLE>

- ------------------------
(1)  Assumes all offered shares are sold.

         All of the selling  stockholders  were the  stockholders of Sun Harvest
Farms,  Inc.,  and partners of an affiliated  entity with whom we  consummated a
stock-for-stock  transaction accounted for as a pooling of interests on December
15, 1999. No selling stockholder claims any beneficial interest or ownership for
any shares  other than those  issued to, or  previously  owned by, that  selling
stockholder.  Each selling  stockholder was granted certain  registration rights
pursuant to the Merger Agreement executed as part of the transaction. The shares
held  by  the  selling  stockholders  are  being  registered  pursuant  to  that
agreement.

                              PLAN OF DISTRIBUTION

         The selling  stockholders  or their  pledgees,  donees,  transferees or
other  successors  in interest may offer the shares from time to time.  They may
sell the shares 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.  They may sell the
shares using one or more of the following  methods or other  methods,  or in any
combination of such methods.

         o    to broker-dealers acting as principals
         o    through broker-dealers acting as agents
         o    in underwritten offerings
         o    in block trades
         o    in agency placements
         o    in exchange distributions
         o    in brokerage transactions

         The  selling  stockholders  or the  purchasers  of the  shares  may pay
compensation   in  the  form  of  discounts,   concessions   or  commissions  to
broker-dealers or others who act as agents or principals or both. The amounts of
compensation  may be  negotiated  at the time and may be in excess of  customary
commissions.   Broker-dealers   and  any  other  persons   participating   in  a
distribution  of the shares may be  underwriters  as that term is defined in the
Securities   Act,  and  any  discounts,   concessions  or  commissions   may  be
underwriting  discounts or  commissions  under the  Securities  Act. The selling
stockholders  may grant a  security  interest  in shares  owned by them.  If the
secured parties foreclose on the shares,  they may be selling  stockholders.  In
addition,  the  selling  stockholders  may sell  short the  common  stock.  This
prospectus  may be  delivered  in  connection  with  short  sales and the shares
offered may be used to cover short sales.

         Any or all of the  sales or other  transactions  involving  the  shares
described   above,   whether   completed  by  the  selling   stockholders,   any
broker-dealer  or others,  may be made using this prospectus.  In addition,  any
shares that  qualify for sale under Rule 144 of the  Securities  Act may be sold
under Rule 144  rather  than by using  this  prospectus.  The

                                       10

<PAGE>

shares  may also be  offered in one or more  underwritten  offerings,  on a firm
commitment or best efforts basis. We will not receive any proceeds from the sale
of the shares by the selling stockholders. The shares may be sold 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.  The prices will
be determined by the selling  stockholders  or by agreement  between the selling
stockholders and their underwriters, dealers, brokers or agents.

         If required  under the  Securities  Act, the number of the shares being
offered and the terms of the offering, the names of any agents, brokers, dealers
or underwriters  and any commission  with respect to a particular  offer will be
set forth in a 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
selling  stockholders or purchasers of the shares or both. In addition,  sellers
of shares may be  underwriters as that term is defined in the Securities Act and
any profits on the sale of shares by them may be discount  commissions under the
Securities Act. The selling  stockholders may have other business  relationships
with us and our subsidiaries or affiliates in the ordinary course of business.

         The selling  stockholders also 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 shares to the
broker-dealers,  who may then  resell or  otherwise  transfer  the  shares.  The
selling  stockholders  may also  pledge  the shares to a  broker-dealer  and the
broker-dealer may sell those shares upon a default.

         We will pay all costs  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.


                                  LEGAL MATTERS

         The validity of the common stock offered hereby has been passed upon by
Holme Roberts & Owen LLP, Denver, Colorado as counsel for Wild Oats.


                                     EXPERTS

         Our  financial  statements  as of January 2, 1999 and December 27, 1997
and for each of the three years in the period ended January 2, 1999 incorporated
in this  prospectus  by  reference  to our  Current  Report on Form 8-K/A  dated
February 28, 2000 (which supercede our financial statements in our Annual Report
on form  10-K for the year  ended  January  2,  1999,  and which  supercede  our
supplemental  combined  financial  statements in our Current  Report on Form 8-K
dated  September 27,  1999),  and the  financial  statements  of Nature's  Fresh
Northwest,  Inc. as of and for the year ended February 6, 1999  incorporated  in
this  prospectus  by reference to our Current  Report on Form 8-K dated June 14,
1999,  as  amended  on  August  12,  1999  and  August  16,  1999  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.

         Our supplemental  combined  financial  statements  incorporated in this
prospectus  by  reference to our Current  Report on Form 8-K dated  February 28,
2000 have been so  incorporated  in  reliance on the report  (which  contains an
explanatory  paragraph  relating  to the pooling of  interests  with Sun Harvest
Farms,  Inc.  as  described  in note 2 to the  supplemental  combined  financial
statements) of PricewaterhouseCoopers LLP, independent accountants, given on the
authority of said firm as experts in auditing and accounting.

         The report of KPMG LLP,  independent  certified public accountants,  on
the  financial  statements  of  Henry's  Marketplace,  Inc.  as of and  for  the
fifty-two  weeks ended  December 27, 1998,  has been  incorporated  by reference
herein upon the  authority of said firm as experts in  accounting  and auditing.
The  report  of  Ernst  &Young  LLP,  independent  auditors,  on  the  financial
statements of Sun Harvest  Farms,  Inc. as of September  28, 1999,  December 29,
1998,  December 30, 1997, and for the nine-month period ended September 28, 1999
and the fiscal years ended  December 29, 1998,  December 30, 1997,  and December
31, 1996, which report appears in the Form 8-K of Wild Oats Markets, Inc.

                                       11

<PAGE>

dated  February  28,  2000 has been  incorporated  herein  by  reference  on the
authority of such firm as experts in accounting and auditing.


                       WHERE YOU CAN FIND MORE INFORMATION

         We  have  filed  with  the  Securities  and  Exchange  Commission  (the
"Commission")  a  registration  statement  on Form S-3,  which  encompasses  all
amendments,  exhibits,  annexes and schedules  thereto under the  Securities Act
with  respect  to the  common  stock  offered  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.

         We are  subject to the  informational  requirements  of the  Securities
Exchange Act of 1934 (the  "Exchange  Act") and in accordance  therewith we file
periodic reports,  proxy and information  statements and other information filed
with the Commission. The registration statement filed by us with the Commission,
as well as such reports,  proxy and information statements and other information
filed  by us 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  materials,  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. Our common stock is
quoted on the Nasdaq  National  Market and such reports,  proxy and  information
statements  and other  information  concerning  Wild Oats are  available  at the
offices  of  the  Nasdaq  National  Market  located  at  1735  K  Street,  N.W.,
Washington, D.C. 20006.


            INCORPORATION OF CERTAIN INFORMATION WE FILE WITH THE SEC

         Incorporated by reference in this prospectus are our following filings:

         o    Annual  Report on Form 10-K for the fiscal  year ended  January 2,
              1999
              OUR HISTORICAL FINANCIAL STATEMENTS CONTAINED IN OUR ANNUAL REPORT
              ON FORM 10-K FOR THE FISCAL  YEAR ENDED  JANUARY 2, 1999 HAVE BEEN
              SUPERCEDED  BY OUR FINANCIAL  STATEMENTS  CONTAINED IN OUR CURRENT
              REPORT ON FORM 8-K FILED ON  SEPTEMBER  29,  1999,  AS  AMENDED ON
              FEBRUARY  28, 2000,  DUE TO THE POOLING OF INTERESTS  WITH HENRY'S
              MARKETPLACE, INC.
         o    Quarterly  Reports on Form 10-Q for the  quarters  ended  April 3,
              1999, July 3, 1999, and October 2, 1999
         o    Definitive Proxy Statement dated March 11, 1999
         o    Current Reports on Form 8-K filed on: June 14, 1999, as amended on
              August  12,  1999 and  August  16,  1999;  on August 2,  1999;  on
              September  29, 1999,  as amended on February 28, 2000;  on October
              29, 1999; on November 17, 1999; and on February 28, 2000
         o    the description of our common stock contained in our  registration
              statement on Form 8-A dated October 17, 1996
         o    the   description   of   rights  to   purchase   Series  A  Junior
              Participating   Preferred  Stock  contained  in  our  registration
              statement on Form 8-A dated May 21, 1998

         All documents filed by us 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 date of  filing  of such
documents.  Any  statement  contained  in a document  incorporated  by reference
herein  shall be  deemed to be

                                     12
<PAGE>

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.

         We 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.,
3375 Mitchell Lane, Boulder, Colorado 80301 (telephone: (303) 440-5220).

                                       13


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