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Healthy visual pollution?

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Whole Foods, the national natural-foods marketer, recently raised its street sign outside its new store on Aloma Avenue -- more than a month after local competitor Chamberlin's Market & Cafe debuted its new marketing campaign on a large billboard directly across the street from the Whole Foods' store. Still, Whole Foods' display is diminutive next to the giant billboard leased by Chamberlin's.

Don't look for the national company to begin a billboard battle in anticipation of its late April opening.

Grace Richardson, regional marketing director for the Texas-based chain, suggested her company's environmentally friendly policies probably would preclude it from sending its message via big boards blocking out the scenery.


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