Whole Foods‘ co-CEO confirms that the retailer plans to eventually operate as many as 40 Canadian locations, up from its current 10 stores. The company recently disclosed five new locations, and a Calgary store will be announced shortly. Whole Foods will eventually operate locations coast-to-coast, though it will face increased competition from several homegrown retailers.

Whole Foods’ co-CEO, Walter Robb, says that the company is looking to add a further 30 storesin Canada. Its first location outside of metro Vancouver and Toronto opened last week in Ottawa. The highly anticipated 41,000 square foot store is located in an inner-city retail complex called Lansdowne Park, adjacent to highly educated, high-earning neighbourhoods such as The Glebe.