CINCINNATI, OH - The industry mill is stirring with speculation on where Kroger is looking to make its next big buy. And recent reports have come back that the Cincinnati, Ohio-based retailer is looking at produce-powered Whole Foods.

Kroger and Whole Foods officials declined to discuss what news source Cincinnati.com called "rumors and speculation" regarding a potential deal, but the whispers boosted a reaction for both sides’ stock yesterday.  

Whole Foods’ shares jumped 4.9 percent to close at $29.33 Thursday, Oct. 7, while Kroger’s own numbers saw a 1.8 percent boost, closing at $29.37.

Kroger has made a few sweeping purchases in the last couple of years, namely Roundy's and Harris Teeter, as well as Market6 and DunnhumbyUSA, and has been on the list of interested buyers for both The Fresh Market and SuperValu. The retailer has also moved more actively to enhance its organic and natural foods offerings, which the report notes as a reason for its potential interest in Whole Foods.

Whole Foods has been associated with helping to grow and pioneer organic foods, and despite some bumps has reported positive feedback on the newly-launched 365 chain.

Cincinnati.com reported that, if the deal has merit, the price tag for Whole Foods could be about $9.7 billion based off Kroger’s having paid about seven times the cash flow of previous chains.

AndNowUKnow will continue to follow and report on this story as it develops further.

Kroger Co. Whole Foods