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agreed -- i find myself buying a couple last-minute items for dinner at whole foods because it's on my drive home, and it never ceases to surprise me when i see the total on my bill. it's just more expensive than other places and it has always been. i don't know how they can possibly change that without making drastic changes.

@iwannacook - oh I love wegmans! I wish we had one here :-(. Also there is no comparison between the checkout girl talking on her cellphone at Shaws (at least at our old one) versus the informed friendly *anyone at whole foods*.

Oddly enough goat cheese at our Whole Foods is less than 1/2 the price for the exact same cheese at the Harris Teeter across town. Whole Foods is definitely more for some things, cheaper for some, and a wash for others. Its best to shop around and get the best quality you can for the least money. Quantity will probably always trump quality here but I'd rather pay more for less (quantity but much higher quality) - that is not to say you automatically get better food at whole foods mind you...

@seriouseats - what's with the talking video ads that are constantly playing. I had to turn my sound off altogether...

I love Whole Foods. I think it's an excellent company. I shop there when I can afford it, and I haven't noticed the prices coming down at all. But I feel that the quality of the food I get there is worth the money when I have it. I honestly think that the only thing you can get a good deal on is their bulk section. I can get spices so cheap there, I actually only ever buy my spices at Whole Foods.

Here in Texas, I shop almost exclusively at HEB operated Central Market. I think the problem with WF is that they offer organic EXCLUSIVELY.

Central Market has both organic and high quality "conventional" options. Sometimes the organic prices are just absurd. I'm not someone who NEEDS organic everything, so I'll get the "conventional" items when it makes sense. For example, CM has chicken breast, which is very good, free range, air chilled, etc. etc. for about 6-7$ per pound in the case. (They also have organic chicken prepacked) WF only really offers organic (great stuff, sure) but it was 9-10$ per pound. That's a large difference.

So I much prefer CM because I have the choice. I can get organic strawberries because they tend to hold on to pesticides more than other produce, but I can get HEB cream cheese, because the difference between that and the organic version is negligible.

I dunno if it goes against their m.o, but giving the consumer choice is probably the biggest thing that WF could do. At least, if they wanted more of my business.

The answer to the first question is no, but I don't think that's the message, anyhow. Judging from the in-store signs, they're just saying that shoppers can comfortably stay within their budgets, especially by buying 365-brand products. As to the second question, for some items, it might not even be possible to judge, because there are differences in quality and other factors. In the case of the bacon, other than Whole Foods, I don't know of any grocery chains in the DC area that suppliers meet certain animal husbandry standards. I have noticed that some 365 Organic items are cheaper than their conventional national-brand counterparts. For example, 365 Organic Worcestershire sauce is cheaper than the same size of Lea & Perrins. In general, I've found the 365 brand products to be of excellent quality. The only one I've been disappointed in is the Dijon mustard.

I think the worst thing about Whole Foods is the fact that their prices are often difficult to find, especially in produce. When I found ramps there earlier this summer, the three employees I asked didn't even know what they were (though baby leeks was probably a close answer), nor did they know the price. And often, conventional price tags are placed near the organic produce, which is very misleading. Caveat emptor and all, but this is bordering on criminal.

Well, we could certainly try to oversimplify and then make pronouncements a lot more. Whole Foods isn't trying to reposition itself (at least, not according to the article); they're trying to advertise things about their stores that they already believe are true. Namely, that people who want to shop in a manner they consider frugal can do so to some extent at Whole Foods. Certainly Whole Foods has many products that are more expensive than at other markets. Whole Foods also has many products that aren't available at all at other markets. They have some products that are less expensive than at other stores. Some of their products are identical to other places. Other products are superior in quality and others don't appear to have any difference in quality though they are not identical to offerings elsewhere.

What can we conclude from this? Choose where you're comfortable shopping and if you're concerned about prices, pay attention to the prices.

whole foods is actually pretty cheap when it comes to stuff like seafood and meat. some non perishable stuff you can probably find cheaper if you bargain shop. but all in all, people have gotten used to food costing a LOT less than it should so get used to the whole foods prices. america's "dirty little secret" is the amount of our income we spend on food.

buy what you can local and head over to whole foods for olive oil and flour.

I don't like Whole Foods. I blame them for the creating the perception that organic, fair trade, and/or local food has to be expensive. That it's a fashion statement. That it's a trend for snobby holier than thou elites. They do good things, for sure. They offer excellent benefits to their workers for one thing. But I think they have pushed things too far in the wrong direction. And as they have expanded and become a national chain, they have had to abandon many of the principles that they built their brand around, and yet continue to promote as such. There used to be a similar chain of grocery stores in New England called Bread and Circus, back in the day. All organic, local fair trade, "artisanal" etc. We used to call them Bread and Jerk Us. Whole Foods bought them out and I feel like that is exactly what they've been doing for the last 10 years, jerking us. It's time they get with the program. Being part of the solutions, not perpetuating the problems. Much easier said than done of course. I do wish them well. I just hope they can see that their answers lie in the micro, not macro.

I always do a combination of multiple grocery stores including Trader Joe's, Whole Foods and Shop Rite. I've always been a price sensitive shopper & going to Whole Foods for me is a special event like a reward after getting A's on your report card! You go there when you can afford it otherwise you go to Shop Rite or the local Indian grocery store for your staples. Its important from an economic standpoint to be flexible and aware of the prices in the food stores in your area.

I visited my first Trader Joe's in (of all places) Manhattan. I was stunned to see organics and other "crap free" products offered at extremely economical prices.

When I talk to people about making better choices in food, I hear the same thing over and over, "It's too expensive." Trader Joe's blows that logic right out the window.

I'm trying to rally my friends into a letter-writing campaign to get a TJ in the Tampa area. Whole Foods and Fresh Market are both great but if I can get comparable or better food at a fraction of the price, that's where my dollar is going to go.

I'm launching an experiment on my own blog (cookingbroke.com) taking a hard look at prices at Whole Foods, Trader Joe's, and Farmer's Markets. I noticed after reading the NYTimes article that they had A LOT of signage marking what "great deals" they have. Their own brand of inner grocery items - oatmeal, chicken stock, milk, etc. are cheaper - even in some cases compared to Trader Joe's. However, if you're doing all your shopping at Whole Foods - you could still call it "Three Quarters Paycheck". So far, local produce - still the best and the cheapest.

The first (and last) time I've been to a Whole Foods was during a visit to my sister's a few years ago near Chicago. We had heard the hype surrounding WF and were also curious, but sticker shock got the better of us and we walked out with just a few prepared food items. When we got home to sample our findings, our food was quite a letdown (maybe we're picky?). I don't think my sister has been back there since. Thankfully, we had Trader Joe's out there to save us the next day.

For now, we have a Wegman's and a Giant Foods (of MD) five minutes away from our home but we've surprisingly found that Wegman's is within our conservative budget for a grad student and a recent grad. What I miss most is Giant of PA and their 2 for $4 deals on Turkey Hill iced tea!

I just have to chime in here. I live in Texas in a city with both Central Market and Whole Foods. Whole foods does offer both conventional and organic items. I always buy my meat and seafood from Whole Foods because the quality, even when not organic, is so far superior to that at Central Market it's not even funny. And honestly? It's cheaper. But then, I'm not buying dry-aged ribeyes (which I'm pretty sure they don't even have at CM) all the time, I'm buying things like flat-iron stead and chicken thighs. The price of boneless skinless chicken thighs (natural, not organic) at my WF is $3.99/pound. I'm not sure what they are at CM though.

I shop both at CM and WF because CM is closer to my house. Sure, they carry HEB products, but at WF, I know that they quality of the 365 stuff is better than that of HEB/CM and is completely comparable in price.

Bottom line is, I'm going to look for ways to get the best quality for my money and I can do that at WF if I pay attention and shop smart.

My local grocery store is Wegmans (I know that several of you from above will be jealous), but I have to tell you that having only one option can get boring. We have only one other supermarket chain in the region-Tops-and for price and atmosphere, they don't come close to Wegmans. That said, Wegmans does have its faults. They are very customer service oriented but only when it is to their advantage. Their chicken is not very good and I don't buy meats or chicken there as the local butcher down the street is much better and I like to give him the business. They also have many sections where it is at least 3/4 of their own brands and I don't always like the quality of their brands.

As for WF, I love it when I visit it because it is different. Given some of their prices, I am not sure I would want to shop there all the time. I probably would still go to the local butcher and farm markets. Even before it became trendy, I used to go to farm markets. Much fresher and I like giving local people the business. When I do go to WF, I do a bit of comparison shopping as I always feel that Wegmans is very expensive in some areas like fish, produce and cheese, but I am usually proven wrong as Wegmans and WF wind up with basically the same prices on these items.

Do wish we could have a Trader Joe's here but Wegmans will never let them in the area which is just silly because I would still have to go to Wegmans for quite a bit of my shopping list. I find TJs good for Belgian chocolate, pasta, toppings like bruschetta, but that said, you can't get everything you need there. So, I am forced to visit WF and TJs when I am out of town and can only buy things that don't need a freezer. I do buy some refridgerator items occasionally and put them in a cooler bag.

For those of you who have either WF or TJs near you, consider yourselves lucky to have a choice. I guess the ultimate combo would be to have Wegmans, WF, and TJs near by!!!

For the "speciality" meats, fruits and vegetable, have we forgotten CSAs and farmers markets? You won't find fresher, the quality is often better and the price is competitive. I sell grass fed angus beef direct from my small family ranch at about $8 a pound. I could charge more to join in the "organic" hype, but I feel it is more important to charge a fair price for a quality product. Your local farmers markets also believe in this concept.
Visit me at ShepherdsRanchAngusBeef if you would like to learn more, or go to your state department of agriculture site to find a local farmers market near you.

"12 ounces of storebrand bacon was $4.29 at Fairway versus $4.99 at Fairway"?
typo?

whole foods is as expensive as you want to make it. that's what they're saying with the value tour/image thing. there IS a way to eat good, real, minimally-processed food without spending over your budget. comparing items is great, but you've got to compare the same items. comparing fairway meat to wf's is like comparing apples to oranges; it's just NOT the same.

i've always noticed the competitive pricing since i've been shopping at my local Whole Foods

sure, a lot of the produce is more expensive, mostly because a majority of it is organic, and that's just the nature of the industry.. same goes for the meat, the meat at WF is held to a stricter, higher standard.. all-natural, all vegetarian diet, humane living conditions, no hormones/antibiotics, etc.. so even the non-organic meat is going to be more expensive, and i for one am more than willing to pay a premium to get food that i can trust in and know is safe and of high quality

but as for the grocery items, there are a ton of deals, especially on the private label 365 Everyday value line.. not only are those products also held to certain strict standards, but they're usually even cheaper than big name conventional brands, which often are comprised of lower quality ingredients

it's easy to go into a WF and see the expensive and exotic items, they simply offer more than conventional stores, but if you look beyond that and just go in with the same mindset you would have going into a conventional store - which is just to get what you need, nothing extravagent - then it's more than possible to get the same or even greater value

WF is just the perfect store for me.. their standards, not to mention the top notch customer service, is more than enough to keep me a happily devoted customer

Control really put it well; its a good store for me. The things I value and am willing to spend money on are prevalent at Whole Foods. I can find yogurt I like that meets my requirements, good quality seafood at reasonable prices (at least at my location in Virginia) a selection of organic produce, some bulk items, and a handful of unique pantry items, too. I also like their prepped sushi as a snack/light lunch sometimes. I wouldn't confuse it with going to a good sushi bar, but its a nice change of pace from the regular lunch options out in the world.