Costco could beat Whole Foods as the nation's top seller of organic food

In the article titled "Costco could beat Whole Foods as the nation's top seller of organic food',  Business Insider, by Hayley Fitzpatrick on June 5, 2015. 
http://www.businessinsider.com/costco-becomes-top-seller-of-organic-food-2015-6#ixzz3jNSDMorh
Fitzpatrick states that "There's a new retail powerhouse in organics. Costco might be surpassing Whole Foods this year as the top seller of organic food in the US, The Seattle Times reports based on a research note by BMO Capital Markets. Costco expects to sell $4 billion in organic food this year, the company said on a recent earnings call.

That number eclipses the $3.6 billion in organic food that BMO analysts estimate Whole Foods sells annually. Costco's organic food sales have more than doubled in the past three years, the company's chief financial officer, Richard Galanti, said on the earnings call. "

What does this mean for the Natural and Organic brand marketer?  They need to find out where their shoppers are shopping for food and be there.  We are a society of convenience... aren't we?