A new grocery store is coming to town. It's the brainchild of the people who established Wild Oats but left the company a couple years ago. The owners plan to provide high quality natural foods at low, low prices, promoting its slogan as "serious food, silly prices."

Sunflower Market's slogan is "serious food, silly prices."

The store is called Sunflower Market and will open in the first week of December.

"A Sunflower Market is kind of a cross between a typical natural food store and a Trader Joe's, which is strong out in California," said Bennett Bertoli with the Sunflower Market.

The first shop in the state is on Colorado and Yale. It's only 30,000 square feet but don't let its size fool you, the owners said.

Bertoli said the emphasis will be on fresh produce and fresh meat.

"We're getting rave reviews on our meat departments from stores we already have open down in the Phoenix area," said Bertoli.

Bennett Bertoli says the market's overhead is low and its decor is simple.

Sunflower Markets will have a modest appearance. Simplicity and direct deals with vendors will help keep prices low.

"We have extremely low overhead, which allows us to then, once we get those low prices, to keep them low when presenting them to the public," said Bertoli.

Neighbors seem eager for it to open.

So are the prices really that good? The Sunflower Market stores in Phoenix sells 10 apples, pears, oranges or lemons for $1. Pineapples are 99 cents, San Pellegrino water is 89 cents and ground beef is $1.29 per pound.

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