Wild Oats Market

Jason McGathey
20 min readAug 15, 2023
Likeness of Charlie on a watermelon at Wild Oats Market
likeness of Charlie that Travis drew on a watermelon

There are in a way so many hysterical tales about this wacky establishment that I’m too paralyzed to even find the starting point right now. To summarize the basic dynamic, though, the fate of this particular store and the company as a whole — which at its peak ran to roughly 150 franchises — demonstrates what happens when you take a hippie concept and attempt, with mostly unsuccessful results, to convert it into your standard monolithic grocery corporation…

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