WILD OATS MARKETS INC
S-3, 2000-02-29
CONVENIENCE STORES
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       As Filed With the Securities and Exchange Commission on February 28, 2000
                                                    Registration No. 333-_______
================================================================================

                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                    FORM S-3

             REGISTRATION STATEMENT UNDER THE SECURITIES ACT OF 1933

                             WILD OATS MARKETS, INC.
             (EXACT NAME OF REGISTRANT AS SPECIFIED IN ITS CHARTER)


         Delaware                                          84-1100630
(STATE OR OTHER JURISDICTION OF                  (I.R.S. EMPLOYER IDENTIFICATION
 INCORPORATION OR ORGANIZATION)                             NUMBER)

                               3375 Mitchell Lane
                             Boulder, Colorado 80301
                                 (303) 440-5220

    (ADDRESS, INCLUDING ZIP CODE, AND TELEPHONE NUMBER, INCLUDING AREA CODE,
                   OF REGISTRANTS PRINCIPAL EXECUTIVE OFFICES)
                               -------------------

                              Michael C. Gilliland
                             Chief Executive Officer
                             WILD OATS MARKETS, INC.
                               3375 Mitchell Lane
                             Boulder, Colorado 80301
                                 (303) 440-5220

 (NAME, ADDRESS, INCLUDING ZIP CODE, AND TELEPHONE NUMBER, INCLUDING AREA CODE,
                              OF AGENT FOR SERVICE)
                               -------------------

                                   Copies to:
                            Francis R. Wheeler, Esq.
                             Mashenka Lundberg, Esq.
                            HOLME ROBERTS & OWEN LLP
                         1700 Lincoln Street, Suite 4100
                             Denver, Colorado 80203
                                 (303) 861-7000

APPROXIMATE  DATE OF  COMMENCEMENT  OF PROPOSED  SALE TO THE PUBLIC:  As soon as
practicable after the registration statement becomes effective.

         If the only securities being registered on this form are being offered
pursuant to a dividend or interest reinvestment plan, check the following box.
[ ]

         If any of the securities being registered on this form are to be
offered on a delayed or continuous basis pursuant to Rule 415 under the
Securities Act of 1933, other than securities offered only in connection with
dividend or interest reinvestment plans, check the following box. [X]

         If this form is filed to register additional securities for an offering
pursuant to Rule 462(b) under the  Securities  Act,  check the following box and
list the Securities Act registration  statement number of the earlier  effective
registration statement for the same offering. [ ]

<PAGE>

         If this  form is a  post-effective  amendment  filed  pursuant  to Rule
462(c) under the Securities Act, check the following box and list the Securities
Act  registration   statement  number  of  the  earlier  effective  registration
statement for the same offering. [ ]

         If delivery of the  prospectus  is expected to be made pursuant to Rule
434, check the following box.

                            ------------------------
<TABLE>
<CAPTION>

                         CALCULATION OF REGISTRATION FEE
- --------------------------------------------------------------------------------------------------------------------
 Title of Each Class
 Securities to be        Amount to be         Proposed Maximum           Proposed Maximum           Amount of
     Registered           Registered      Offering Price Per Share   Aggregate Offering Price    Registration Fee
- --------------------------------------------------------------------------------------------------------------------
<S>                     <C>                      <C>                   <C>                       <C>
    Common Stock,
   $.001 par value      888,903 shares           $16.53 (1)             $14,693,567 (1)           $2,013.05 (2)
- --------------------------------------------------------------------------------------------------------------------
</TABLE>

   (1)      ESTIMATED SOLELY FOR PURPOSES OF CALCULATING THE REGISTRATION FEE
            PURSUANT TO RULE 457(c) ON THE BASIS OF THE AVERAGE OF THE HIGH AND
            LOW SALES PRICES REPORTED ON THE NASDAQ NATIONAL MARKET ON FEBRUARY
            24, 2000.

   (2)      IN ACCORDANCE WITH RULE 429(A) AND RULE 416(B), THE PROSPECTUS
            INCLUDED IN THIS REGISTRATION STATEMENT RELATES TO 427,610 SHARES OF
            COMMON STOCK COVERED BY THE REGISTRANT'S REGISTRATION STATEMENT ON
            FORM S-3 (FILE NO. 333-88011). SUCH SHARES ARE BEING CARRIED FORWARD
            FROM SUCH EARLIER REGISTRATION STATEMENT IN ACCORDANCE WITH RULE
            429(B). A FILING FEE OF $4,613.56 ASSOCIATED WITH SUCH SHARES WAS
            PREVIOUSLY PAID WITH SUCH EARLIER REGISTRATION STATEMENT.
            ACCORDINGLY, THE FILING FEE PAID HEREWITH IS ASSOCIATED WITH 461,293
            SHARES OF COMMON STOCK, THE NUMBER OF SHARES NOT BEING CARRIED
            FORWARD FROM SUCH EARLIER REGISTRATION STATEMENT.

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

         THE REGISTRANT HEREBY AMENDS THIS  REGISTRATION  STATEMENT ON SUCH DATE
OR DATES AS MAY BE NECESSARY TO DELAY ITS  EFFECTIVE  DATE UNTIL THE  REGISTRANT
SHALL FILE A FURTHER AMENDMENT WHICH SPECIFICALLY  STATES THAT THIS REGISTRATION
STATEMENT SHALL  THEREAFTER  BECOME EFFECTIVE IN ACCORDANCE WITH SECTION 8(A) OF
THE  SECURITIES  ACT OF 1933 OR UNTIL THE  REGISTRATION  STATEMENT  SHALL BECOME
EFFECTIVE ON SUCH DATE AS THE COMMISSION,  ACTING PURSUANT TO SAID SECTION 8(A),
MAY DETERMINE.

<PAGE>

                 SUBJECT TO COMPLETION, DATED FEBRUARY 28, 2000

The  information in this  prospectus is not complete and may be changed.  We may
not sell  these  securities  until the  registration  statement  filed  with the
Securities and Exchange Commission is effective. This prospectus is not an offer
to  sell  these  securities  and it is not  soliciting  an  offer  to buy  these
securities in any state where the offer or sale is not permitted.


[GRAPHIC OMITTED - LOGO]


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 4.

         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 February 28, 2000
<PAGE>

                                TABLE OF CONTENTS

                                                                            PAGE

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

Risk Factors ................................................................4

Use of Proceeds .............................................................8

Selling Stockholders ........................................................9

Plan of Distribution ........................................................9

Legal Matters ..............................................................10

Experts ....................................................................10

Where You Can Find More Information ........................................11

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 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.

         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
- --------------------------------------------------------------------------------
                                       1
<PAGE>

- --------------------------------------------------------------------------------
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>
        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
              value  of  the  assets  acquired  of  $782,000  was  allocated  to
              goodwill,  which is being amortized on a straight-line  basis over
              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  transactions,
              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.

         The  following  table  presents  our earnings per share for the periods
stated,  adjusted for the  stock-for-stock  transaction with the shareholders of

- --------------------------------------------------------------------------------
                                       2
<PAGE>
- --------------------------------------------------------------------------------

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
                                        -------------------------    ----------------------------------
                                         1996      1997      1998    September 26, 1998 October 2, 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 18 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.

                                  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 4.

- --------------------------------------------------------------------------------
                                       3
<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.

                                       4
<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.

                                       5
<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

                                       6
<PAGE>

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.

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

                                       7
<PAGE>

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.

     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.

                                       8
<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.

                                       9
<PAGE>

         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 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  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.


                                       10
<PAGE>

         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. 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.

                                       11
<PAGE>

            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  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).

                                       12

<PAGE>

                                     PART II


                     INFORMATION NOT REQUIRED IN PROSPECTUS


ITEM 14. OTHER EXPENSES OF ISSUANCE AND DISTRIBUTION.

         The following  table sets forth all the estimated  expenses  payable by
Wild  Oats in  connection  with  the  distribution  of the  common  stock  being
registered. These expenses will be borne by Wild Oats.

SEC registration fee .....................................     $    2,013.00
Legal fees and expenses ..................................     $    5,000.00
Accounting fees and expenses .............................     $   12,000.00
Miscellaneous expenses ...................................     $      987.00
                                                               -------------
Total ....................................................     $   20,000.00
                                                               =============

ITEM 15. INDEMNIFICATION OF OFFICERS AND DIRECTORS.

         Under Section 145 of the Delaware  General  Corporation  Law, Wild Oats
has broad powers to indemnify  its directors  and officers  against  liabilities
they may incur in such capacities,  including  liabilities  under the Securities
Act of 1933, as amended (the "Securities  Act"). Wild Oats's Bylaws also provide
that we will  indemnify  our  directors  and  officers  and  may  indemnify  our
employees and other agents to the fullest extent not prohibited by Delaware law,
provided  that  such  person  acted in good  faith and in a manner  such  person
reasonably  believed to be in or not  opposed to our best  interests  and,  with
respect to any criminal  proceeding,  had no reasonable  cause to believe his or
her conduct was unlawful.

         Our  Certificate  of  Incorporation  provides  for the  elimination  of
liability for monetary  damages for breach of the  directors'  fiduciary duty of
care  to us  and  our  stockholders.  These  provisions  do  not  eliminate  the
directors' duty of care and, in appropriate  circumstances,  equitable  remedies
such as injunctive or other forms of non-monetary  relief will remain  available
under  Delaware  law. In addition,  each director will continue to be subject to
liability  for  breach of the  director's  duty of  loyalty  to us,  for acts or
omissions  not in good faith or involving  intentional  misconduct,  for knowing
violations  of law,  for any  transaction  from  which the  director  derived an
improper  personal  benefit,  and for payment of  dividends or approval of stock
repurchases or  redemptions  that are unlawful under Delaware law. The provision
does not affect a director's  responsibilities under any other laws, such as the
federal securities laws or state or federal environmental laws.

         We  have  entered  into  agreements  with  our  directors  and  certain
executive  officers that require us to indemnify such persons against  expenses,
judgments, fines, settlements and other amounts actually and reasonably incurred
(including  expenses of a derivative  action) in connection with any proceeding,
whether  actual or  threatened,  to which any such person may be made a party by
reason of the fact that such person is or was our director or officer,  provided
that  such  person's  conduct  was  not  knowingly  fraudulent  or  deliberately
dishonest  and  did  not  constitute  willful  misconduct.  The  indemnification
agreements  also set forth certain  procedures that will apply in the event of a
claim for indemnification thereunder.

                                       13
<PAGE>

ITEM 16. EXHIBITS

Exhibit
Number            Description of Document
- ------            -----------------------

4(i).1.(a)        Amended and Restated Certificate of Incorporation of Wild Oats
                  (1)

4(i).1.(b)        Certificate of Correction to Amended and Restated Certificate
                  of Incorporation of Wild Oats (1)

4(i).1.(c)        Certificate of Designation for Series A Junior Participating
                  Preferred Stock of Wild Oats (3)

4(i).1.(d)        Certificate of Amendment to Amended and Restated Certificate
                  of Incorporation of Wild Oats (4)

4(ii).1           Amended and Restated By-Laws of Wild Oats (1)

4.2               Specimen stock certificate (2)

5.1               Opinion of Holme Roberts & Owen LLP *

23.1              Consent of PricewaterhouseCoopers LLP *

23.2              Consent of KPMG LLP *

23.3              Consent of Ernst & Young LLP *

23.3              Consent of Holme Roberts & Owen LLP. Reference is made to
                  Exhibit 5.1

24.1              Power of Attorney *

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

*    Filed herewith.

(1)  Incorporated by reference to Wild Oats' Annual Report on Form 10-K for the
     year ended December 28, 1996 (File Number 0-21577).
(2)  Incorporated by reference to Wild Oats' Registration Statement on Form S-1
     (File Number 333-11261).
(3)  Incorporated by reference to Wild Oats' Quarterly Report on Form 10-Q for
     the quarter ended April 3, 1999 (File Number 0-21577).
(4)  Incorporated by reference to Wild Oats' Registration Statement on Form S-3
     (File Number 333-88011).

ITEM 17. UNDERTAKINGS.

         Insofar as indemnification for liabilities arising under the Securities
Act of 1933 may be permitted to directors,  officers, and controlling persons of
the  registrant  pursuant  to  the  foregoing  provisions,   or  otherwise,  the
registrant  has been advised that in the opinion of the  Securities and Exchange
Commission such indemnification is against public policy as expressed in the Act
and is, therefore,  unenforceable. In the event that a claim for indemnification
against such  liabilities  (other than the payment by the registrant of expenses
incurred or paid by a director,  officer or controlling person of the registrant
in the successful defense of any action, suit or proceeding) is asserted by such
director,  officer or controlling person in connection with the securities being
registered, the registrant will, unless in the opinion of its counsel the matter
has been  settled by  controlling  precedent,  submit to a court of  appropriate
jurisdiction the question whether such  indemnification  by it is against public
policy as expressed in the Act and will be governed by the final adjudication of
such issue.

                                       14
<PAGE>

         Wild Oats hereby undertakes:

         (1) To file, during any period in which offers or sales are being made,
a  post-effective  amendment  to this  registration  statement  to  include  any
material  information  with respect to the plan of  distribution  not previously
disclosed  in  the  registration  statement  or  any  material  change  to  such
information in the registration statement.

         (2) That,  for the  purpose  of  determining  any  liability  under the
Securities Act of 1933, each such post-effective amendment shall be deemed to be
a new registration statement relating to the securities offered therein, and the
offering of such  securities at that time shall be deemed to be the initial bona
fide offering thereof.

         (3) To remove from registration by means of a post-effective  amendment
any of the securities being registered which remain unsold at the termination of
the offering.

         (4) For purposes of determining  any liability under the Securities Act
of 1933, the  information  omitted from the form of prospectus  filed as part of
this  registration  statement in reliance upon Rule 430A and contained in a form
of  prospectus  filed by Wild Oats  pursuant to Rule  424(b)(1) or (4) or 497(h)
under  the  Securities  Act  shall  be  deemed  to be part of this  registration
statement as of the time it was declared effective.

         (5) For the purpose of determining  any liability  under the Securities
Act of 1933,  each  post-effective  amendment that contains a form of prospectus
shall be deemed to be a new  registration  statement  relating to the securities
offered  therein,  and the  offering  of such  securities  at that time shall be
deemed to be the initial bona fide offering thereof.

         (6)  That,  for  purposes  of  determining   any  liability  under  the
Securities  Act,  each filing of Wild Oats'  annual  report  pursuant to section
13(a) or section 15(d) of the Exchange Act that is  incorporated by reference in
the registration  statement shall be deemed to be a new  registration  statement
relating to the securities  offered herein,  and the offering of such securities
at that time shall be deemed to be the initial BONA FIDE offering thereof.

                                       15
<PAGE>
                                   SIGNATURES

         Pursuant to the  requirements  of the Securities Act of 1933, Wild Oats
certifies  that  it  has  reasonable  grounds  to  believe  that  it  meets  the
requirements for filing on Form S-3 and has caused this  registration  statement
to be signed on its behalf by the undersigned, thereunto duly authorized, in the
City of  Boulder,  County  of  Boulder,  State of  Colorado,  on the 28th day of
February, 2000.

                             WILD OATS MARKETS, INC.

                             By: /s/ MARY BETH LEWIS
                                ----------------------------------------------
                                     Mary Beth Lewis
                                     Vice President of Finance,
                                     Chief Financial Officer and Treasurer

         Pursuant  to the  requirements  of the  Securities  Act of  1933,  this
registration  statement  has been signed below by the  following  persons in the
capacities and on the dates indicated.
<TABLE>
<CAPTION>

SIGNATURE                             TITLE                                           DATE
- ---------                             -----                                           ----
<S>                                   <C>                                           <C>
                *                                                                    February 28, 2000
- ---------------------------------
        Michael C. Gilliland          Chief Executive Officer and Director
                                      (Principal Executive Officer)

/s/     MARY BETH LEWIS                                                              February 28, 2000
- ---------------------------------
        Mary Beth Lewis               Vice President of Finance, Chief Financial
                                      Officer and Treasurer (Principal Financial
                                      and Accounting Officer)

                *                                                                    February 28, 2000
- ---------------------------------
         Elizabeth C. Cook            Executive Vice President and Director
                                                                                     February 28, 2000
                *
- ---------------------------------
          John A. Shields             Chairman of the Board

                *                                                                    February 28, 2000
- ---------------------------------
        David M. Chamberlain          Vice Chairman of the Board

                *                                                                    February 28, 2000
- ---------------------------------
         David L. Ferguson            Director

                *                                                                    February 28, 2000
- ---------------------------------
          James B. McElwee            Director

                *                                                                    February 28, 2000
- ---------------------------------
          Brian K. Devine             Director

                *                                                                    February 28, 2000
- ---------------------------------
          Morris J. Siegel            Director


*By:  /s/ MARY BETH LEWIS                                                            February 28, 2000
    ------------------------------------------
          Mary Beth Lewis, as Attorney in Fact
</TABLE>

                                       16

                                                                    Exhibit 23.1

                       CONSENT OF INDEPENDENT ACCOUNTANTS


         We  hereby   consent  to  the   incorporation   by  reference  in  this
Registration Statement on Form S-3 of:

         o    our report dated July 9, 1999 relating to the financial statements
of Nature's Fresh Northwest, Inc., as of and for the year ended February 6, 1999
which appears in the Current  Report on Form 8-K dated June 14, 1999, as amended
on August 12, 1999 and August 16, 1999, and

         o    our report  dated  January 29,  1999,  except as to the pooling of
interests  with Henry's  Marketplace,  Inc.,  which is as of September 27, 1999,
relating to the consolidated financial statements,  which appears in the Current
Report on Form 8-K/A dated February 28, 2000 (which report supercedes our report
which  appears in the Annual  Report on Form 10-K for the year ended  January 2,
1999,  and which  supercedes  our report which appears in the Current  Report on
Form 8-K dated September 27, 1999), and

         o    our report  dated  January  29,  1999, except as to the pooling of
interests  with Sun Harvest Farms,  Inc.,  which is as of December 15, 1999, and
except as to the pooling of interests with Henry's  Marketplace,  Inc., which is
as of  September  27,  1999,  relating to the  supplemental  combined  financial
statements,  which appears in the Current  Report on Form 8-K dated February 28,
2000.

         We also consent to the  reference to us under the heading  "Experts" in
such Registration Statement.


PricewaterhouseCoopers LLP
Denver, Colorado
February 28, 2000

                                       17



                                                                    Exhibit 23.2

                          INDEPENDENT AUDITORS' CONSENT



         We  consent  to the  incorporation  by  reference  in the  registration
statement  (No.  333-_________)  on Form S-3 of Wild Oats  Markets,  Inc. of our
report  dated  February 5, 1999,  with  respect to the balance  sheet of Henry's
Marketplace,  Inc. as of  December  27,  1998,  and the  related  statements  of
earnings,  stockholders'  equity,  and cash flows for the  fifty-two  weeks then
ended,  which report appears in the Form 8-K of Wild Oats Markets,  Inc.,  dated
September  27, 1999, as amended  February 28, 2000,  and in the Form 8-K of Wild
Oats Markets, Inc., dated February 28, 2000. We also consent to the reference to
our firm under the heading "Experts" in the prospectus.


                                    KPMG LLP

San Diego, California
February 28, 2000


                                       18


                                                                    Exhibit 23.3

                         CONSENT OF INDEPENDENT AUDITORS

         We consent to the reference to our firm under the caption  "Experts" in
the Registration Statement Form S-3 and related Prospectus of Wild Oats Markets,
Inc.  for the  registration  of  888,903  shares  of its  common  stock  and the
incorporation  by reference  therein of our report dated November 17, 1999, with
respect to the financial  statements of Sun Harvest Farms,  Inc. as of September
28, 1999, December 29, 1998, and 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,  included  in the Report on Form 8-K dated
February 28, 2000 of Wild Oats  Markets,  Inc.,  filed with the  Securities  and
Exchanged Commission.


                                Ernst & Young LLP

San Antonio, Texas
February 28, 2000


                                       19




                                                                    Exhibit 24.1


                                POWER OF ATTORNEY

Each person  whose  signature  appears  below does hereby make,  constitute  and
appoint Mary Beth Lewis as such  person's true and lawful  attorney-in-fact  and
agent,  with  full  power of  substitution,  resubstitution  and  revocation  to
execute,  deliver and file with the Securities and Exchange Commission,  for and
on such person's behalf, and in any and all capacities, a Registration Statement
on Form  S-3,  any  and all  amendments  (including  post-effective  amendments)
thereto and any  abbreviated  registration  statement  in  connection  with this
Registration Statement pursuant to Rule 462(b) under the Securities Act of 1933,
with all exhibits thereto and other documents in connection therewith,  granting
unto said  attorneys  in-fact  and  agents  full power and  authority  to do and
perform each and every act and thing requisite and necessary to be done as fully
to all intents and purposes as such person  might or could do in person,  hereby
ratifying  and  confirming  all that  said  attorney-in-fact  and  agent or such
persons' substitute or substitutes may lawfully do or cause to be done by virtue
hereof.

/s/ MICHAEL C. GILLILAND                                     February 2, 2000
- --------------------------------------------
Michael C. Gilliland

/s/ MARY BETH LEWIS                                          February 2, 2000
- --------------------------------------------
Mary Beth Lewis

/s/ ELIZABETH C. COOK                                        February 3, 2000
- --------------------------------------------
Elizabeth C. Cook

/s/ JOHN A. SHIELDS                                          February 2, 2000
- --------------------------------------------
John A. Shields

/s/ DAVID M. CHAMBERLAIN                                     February 2, 2000
- --------------------------------------------
David M. Chamberlain

/s/ DAVID L. FERGUSON                                        February 2, 2000
- --------------------------------------------
David L. Ferguson

/s/ JAMES B. MCELWEE                                         February 2, 2000
- --------------------------------------------
James B. McElwee

/s/ BRIAN K. DEVINE                                          February 2, 2000
- --------------------------------------------
Brian K. Devine

/s/ MORRIS J. SIEGEL                                         February 2, 2000
- --------------------------------------------
Morris J. Siegel


                                       20



                                                                     Exhibit 5.1


February 28, 2000




Wild Oats Markets, Inc.
1645 Broadway
Boulder, Colorado  80302

Dear Ladies and Gentlemen:

You have  requested  our opinion with respect to certain  matters in  connection
with the filing by Wild Oats  Markets,  Inc. (the  "Company") of a  registration
statement on Form S-3 (the  "Registration  Statement")  with the  Securities and
Exchange  Commission,  including  a  prospectus  in the  Registration  Statement
relating to the sale by certain selling  shareholders of up to 888,903 shares of
the Company's common stock (the "Shares").

In  connection  with this  opinion,  we have (i)  examined  and relied  upon the
Registration   Statement  and  (ii)  reviewed  the  Company's   Certificate   of
Incorporation and Bylaws,  as amended,  and the originals or copies certified to
our satisfaction of such records, documents,  certificates,  memoranda and other
instruments  as in our judgment were  necessary or  appropriate  to enable us to
render the opinion expressed below.

On the basis of the  foregoing  and in reliance  thereon,  we are of the opinion
that the Shares have been validly issued and are fully paid and nonassessable.

We consent to the  reference  to our firm under the caption  "Legal  Matters" in
each prospectus included in the Registration Statement and to the filing of this
opinion as an exhibit to the Registration Statement.

Very truly yours,

Holme Roberts & Owen LLP


By: /s/ FRANCIS R. WHEELER
   ----------------------------------
        Francis R. Wheeler, Partner


                                       21


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