I tend to agree that the fresh fruits and veggies are pretty much the same price as competitors (really only experience is Safeway) What I do find as a plus is

I tend to agree that the fresh fruits and veggies are pretty much the same price as competitors (really only experience is Safeway) What I do find as a plus is Whole Foods tends to get more stuff locally if they can and a store like Safeway is going more regional or to Mexico to keep its costs down. I'll pay a little more to have my fresh food being sourced locally and more time to ripen on the vine then ripen in a truck.