Premise: Vitacost.com, Inc is an American e-commerce company based in Boca Raton, Florida, that sells vitamins, supplements and organic grocery products. The company was bought by Kroger, in 2014. Vitacost was inducted into Inc Magazine's "Inc. 500 Lifetime Hall of Fame," in 2006 as one of the US's 500 fastest-growing privately held businesses for five consecutive years (2001–2005).
Hypothesis: Kroger does not want to keep selling Vitacost.