Serious Eats - seriouseats.com

I was a big Costco shopper when I lived in New England...I stayed away from the processed and pre-made stuff and stuck to raw ingredients and I always thought the quality of the meat, seafood, and produce were top notch. However, there is a huge difference when you compare the Costco experience to a French produce market--if you ever have the opportunity to visit France you will be amazed at how different the produce are. Imagine fruit that smell like fruit (before you even cut into them), and brilliant unwaxed peppers, velvety figs, and earthy mushrooms. That's what the guy is talking about...you don't quite get that experience at Costco. The closest thing to this experience that I've seen in the US is Whole Foods.