Business Intelligence

Wild Oats Co-Founder Offers Food For Thought

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Executive Summary

Starting out in 1979 as the proprietor of a two-person mobile cr?pe stand endeavoring to stay a step ahead of the permit police at New Orleans Mardi Gras, Gilliland would run up $75,000 in credit card charges to purchase a tiny Boulder, Colo., grocery in 1984. Through a variety of "Strange marketing practices," including vulgar ads touting cost savings and ads for products (notably Spam) that they didn't even stock, Gilliland said he created a big buzz for his little college-town store.

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