They appear to be trying to differentiate themselves from Whole Foods - sometimes called 'Whole Paycheck' - by offering organic and vegan options at lower prices.
Sprouts retail grocery market filed a permit for a new $4.5 million Reno store measuring nearly 30,000 square feet.
The location is an empty lot on South Meadows Parkway and Interstate 580 in front of the large Renown medical complex. Sprouts Farmers Market would join a 57,000-square-foot Smith's Food and Drug and an 80,000-square-foot WinCo Foods within a few blocks away.
Sprouts Farmers Market considers itself a "shopping experience that makes healthy living easy and affordable,". The chain started in Arizona in 2002 and operates more than 200 stores.
"Our bright and cheery neighborhood grocery stores offer fresh, natural and organic foods and products at incredible prices - and in an approachable setting that feels like an old-fashioned farmers market," according to the website.
Plans are also in the works for a new Sprouts Farmers Market in Sparks.
The Sprouts Farmers Market is being planned at the Sparks Galleria shopping center on Disc Drive. The plan calls for converting the old Circuit City store in the shopping center and expanding it by 10,000 square feet.
The company is in the midst of a large expansion, opening 36 new stores last year. It has 253 locations in 13 states, including six in Nevada. Sprouts posted $4 billion in net sales in 2016, up 15 percent year over year.
Sprouts joins Trader Joe's and Whole Foods in the Reno area as part of a growing multi-billion-dollar industry. The U.S. organic market sector was estimated to generate $35 billion in 2014, according to the Department of Agriculture. In addition to dairy, meats and supplements, Sprouts' offerings also include fruits and vegetables, which continue to be the top revenue-generating category for the organic sector.