In the mid-1990s, supermarkets and a natural market (later known as Whole Foods) became real competition for the store. Rising Tide muddled through those early years by placing a premium on exceptional customer service, organic products, and relationship-building with vendors, distributors, and customers. It was also at this time, in 1996, that Jerry became the sole owner. By 2000, as the organic foods industry was gaining steam, Rising Tide was back to growing at a steady pace.