Now that the Whole Foods organic supermarket chain has finally completed its acquisition of former competitor Wild Oats Markets, it's time for the horrible price gouging we were warned about to kick in.

Later this month, Mike Curiak, a 36-year-old man Colorado native who has twice won the 1,100-mile bike race will depart for Alaska to do the whole course of the Iditarod Trail Invitational (the new name for Iditabike) self supported. That’s right. No drop bags. No outside help. He’ll haul all his own food and supplies. . . in a trailer.

Wild Oats Markets was the operator of natural foods stores and farmers markets in North America. The stores offer dry grocery, meat, poultry, seafood, dairy, frozen, prepared foods, bakery, vitamins and supplements, health and body care, and household items. As of February 21, 2007, it operated 110 stores in 24 states and British Columbia, Canada. Wild Oats Markets is the nation's second largest natural and organic foods chain. Wild Oats Markets was founded in 1987 and is headquartered in Boulder, Colorado.On February 21, 2007, Wild Oats' rival Whole Foods Market, Inc announced that it had agreed to acquire Wild Oats for an estimated $565 million. After an extensive regulatory battle with the FTC, a federal appeals court consented to the deal. Whole Foods officially completed their buyout of Wild Oats on August 27, 2007.