I'm not certain that's the biggest reason, I think it's more about the number of local farms, butchers, etc. Middle / upper-middle class health-conscious custom

I'm not certain that's the biggest reason, I think it's more about the number of local farms, butchers, etc. Middle / upper-middle class health-conscious customers who are passionate about high quality food are a big part of it too, and there's plenty of them in Western MA and close-by NY towns. In GB (Western MA) the co-op competes with two other cheaper supermarkets. What sets them apart is 2 day old (max) Atlantic seafood and local produce that hasn't been subjected to long distance transit (and the flavorless ripening process). Not having the "beige tiles and fluorescent lights" atmosphere is a huge plus as well.