The Great North American Supermarket Shootout

NEW YORK — Whole Foods Market and Wild Oats Markets, the top two natural food supermarkets in the U.S., are planning significant expansion and marketing campaigns to tap into the potentially lucrative natural and organic categories in Canada.

Austin, Texas-based Whole Foods, which will unveil its first Canadian supermarket in Toronto this fall, intends to open as many as 10 stores across Canada over the next few years. Boulder, Col.-based Wild Oats, which currently operates four markets in British Columbia under the Capers banner, is seeking new locations in Toronto and Calgary.