Wild Oats is a much smaller version of a Whole Foods Market. Their selection is a fraction of the size, and they don't seem to have much organic produce. They also pay a lot less attention to ambience, although the Medford store still has the feeling of a cute little natural market.
I shop here mostly for convenience. They have all the basics (though not many specialty items) and there is an attached Starbucks and a liquor store right next door. Also the salad bar tends to be top notch.
While it's no Whole Foods, I'd say Wild Oats is A-Okay!
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