Why Sprouts Farmers Market (SFM) Is Higher Today

NEW YORK (TheStreet) -- Shares of Sprouts Farmers Market, Inc. (SFM) are up 4.09% to $36.87 following an upgrade today to "buy" from "neutral" at UBS  (UBS).

The firm said the brand equity is at "an inflection point, driving new store revenues higher...Sprouts earnings momentum suggests upside to guidance...Sprouts has taken a conservative approach to its guidance, by assuming just 7-8% in 2014 comparable store sales growth after 10% growth in 2013."

"We believe its current 90% new store productivity is a sign that its brand awareness and equity is building rapidly with customers," the firm added.

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