EXHIBIT 23.1

            CONSENT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM

We hereby consent to the incorporation by reference in this Registration
Statement on Form S-3 of our report dated March 8, 2004, relating to the
consolidated financial statements, which appears in Wild Oats Markets, Inc.'s
Annual Report on Form 10-K, for the year ended December 27, 2003. We also
consent to the reference to us under the heading "Experts" in such Registration
Statement.

/s/    PricewaterhouseCoopers LLP

Denver, Colorado
August 20, 2004