But that doesn't mean that a company with the resources of Kroger couldn't also manage a brand that aimed significantly lower. In Arizona, there's a local groc

But that doesn't mean that a company with the resources of Kroger couldn't also manage a brand that aimed significantly lower. In Arizona, there's a local grocery chain (Bashas') that's been around since before WWII. They have three very distinct brands-- the mainstream brand, a decidedly lower-class brand with a string Hispanic focus, and a deluxe brand which seems to target a more foodie, but similarly affluent audience to Whole Foods.