Whole Foods Market Inc. boosted its fiscal 2010 earnings as sales sent its first-quarter profit up by nearly 79%.

"Given the strong sales momentum we are seeing, there are many reasons to be bullish about our future results", Chief Executive John Mackey said.

Whole Foods was hit badly during the recession as shoppers cut down on spending at the natural and organic grocer. But now, as some customers are buying higher-priced items, shoppers appear more confident.

Sales from the centre, where canned and other nonperishable items are stored, have also increased.

The supermarket chain refurbished its pricing and focused on its lower-cost generic products amid intense competition from supermarket chains run by Kroger Co., Safeway Inc. and Supervalu Inc.

Shares of Whole Foods, which closed up 2.6% at $30.52 on the Nasdaq, jumped to $32.97 in extended trade. Whole Foods based in Austin, Texas, beating the analysts’ expectations, earned $49.7 million for the quarter, which is up from $27.8 million, or 20 cents per share, as compared to last year.