I SHOP AT WHOLE FOODS WEEKLY.....THE QUALITY IS AMAZING! THE PRICES ARE LOWER THAN THE ORGANIC ITEMS AT THE REGULAR GROCER. I STILL PAY A PREMIUM THOUGHT.....THE INCREASE COSTS FOR FOOD OFFSETS THE HEALTHCARE COSTS. MY FAMILY ARE MUCH HEALTHIER, AND WHOLE FOODS DOES NOT CRAM JUNK FOOD DOWN YOUR FACE AS YOU ARE SHOPPING! WE LOVE IT!