I like all the weird random stuff I've never seen before at Whole Foods - but at the same time, there is an amazing co-op in my town that has far better produce

I like all the weird random stuff I've never seen before at Whole Foods - but at the same time, there is an amazing co-op in my town that has far better produce, the majority of the same dry items and much better prices. So, I go to the co-op instead. This could be hypothetically be their biggest issue - competition in more urban areas, where most of their customers are. After all, people who want local, sustainable products are also more likely to want to support a local business.