Whole Foods is too pricey

**disneysteve** · 08-14-2009, 04:33 AM

And this is news?

They have always been pricey. They've always been able to charge a premium because they were marketing to upscale yuppies and health nuts who were convinced their products were better than what they could get at their local market.

Now, however, as you've discovered, the local markets have greatly expanded their natural food section and organic produce choices and all at much better prices than Whole Foods. The company has been struggling, from what I've read, to compete in a market where they are no longer unique.

**Caoineag** · 08-14-2009, 05:14 AM

Another thing to keep in mind is where the store is located. There are two in my area. One is in a ritzy neighborhood and has the ritzy price tag, the other is in a more modest area of town and is on par with a regular grocery store.

**PetMom** · 08-14-2009, 05:28 AM

Sounds like they are getting pricier.

We had to stop going there - it was great when we did, but the cost.

One thing Whole Foods does (and I do not know if this is for every product) is they investigate any claims made on a product with their own inspectors (supposedly with meat raising) and a lab (claims of certain chemcals not being in items). In other words they don't take a wink and a nod on what is in a product from the manufacturer. This has to be figured in their prices.

We have gotten our list of natural/organic must haves to some select items and go to a closer store that is not Whole Foods - they do have more competition now.

I also shop in standard stores for produce on that list of the so called less sprayed produce - onions, avocadoes, garlic, etc that require less pesticides.

We are trying gardening and are very successful with the herbs but getting there with the other produce that is now so expensive even at Wal Mart.

We sometimes buy bulk organic flour and bake things that would be quite pricey if purchased from an organic bakery.

I have gone more towards beans (am vegetarian) and husband and pets are given chicken breasts bought on sale.

Some of these strategies take work - it was so much more easier and convenient and pleasant to go to Whole Foods.

**LivingAlmostLarge** · 08-14-2009, 05:37 AM

Who shops at whole foods? Mostly people who think they are being "organic and green". It's the label. You can get a lot of organic and green stuff not from there.

My neighbors only shop at Whole Foods. Same people who look horrified when I mentioned used baby stuff. They are buying only new, "trying" to minimize their purchases, and "green, biodisposable" plastic diapers.

If they were really green, they'd be using cloth diapers, which I suggested, but they said it was more expensive and bad for the environment to wash cloth diapers??? And used baby stuff.

But image is everything, and whole food sells you image.

**zetta** · 08-14-2009, 05:48 AM

There's a reason its nickname is "Whole Wallet"!

There was a chapter in Freakonomics (or it might have been a similar book written by an economist) where they analyzed grocery store prices. It turned out that if you compared exact brands (for instance orange juice) or exact same produce (ie conventionally grown) between Whole Foods and other chain grocery stores, the prices were pretty much the same. The genius of Whole Foods (from a business perspective) was in their ability to up-sell the customer into more expensive products. They have so many interesting items you can't get at an ordinary grocery store, and of course a wider range of organic produce and meats. Also interesting was that an item that might be average or a loss-leader at an average grocery store (such as orange juice) might actually cost more at a low-end store (such as Food For Less) because it was positioned as the luxury choice at that store.

I observed this myself when I visited a Food For Less that is next door to Wal-mart here. The refridgerated juice choices were orange juice and a lot of junk that was primarily high fructose corn syrup -- and the orange juice was priced higher than at the Vons where I normally shop.

The folks who plan meals, keep a price book, and shop around for the best deal are really on to something.

**arthurb999** · 08-14-2009, 06:15 AM

I like whole foods and local farmers markets.

There is a ton of high fruitcose corn syrup, partially hydrogenated oils and the new trans fat (dyglicerides/triglycerides) in almost everything now a days... not whole foods stuff.

**b4freedom** · 08-14-2009, 07:49 AM

Whole foods can be expensive. However, if you are a good shopper and you get things that are seasonal then you can usually come out ahead. As a rule, you just have to avoid all of the other gimmicky junk in the store. For example, I picked up 4 pounds of cherries for $7. We froze half of them and ate the other half. They were delicious and far better then what I could get in any local grocery store (I’ve looked). Even the local farmers market couldn’t beat that deal.

**Goldy1** · 08-14-2009, 12:05 PM

I read freakanimics too(good book)
I didn't liteally do the math but I can't imagine stamples being cheaper at whole foods.

**happygirl** · 08-14-2009, 12:48 PM

True their prices can be high, but gosh I love their hot food bar!!!

**Joan.of.the.Arch** · 08-14-2009, 01:07 PM

Had to smile at the $6 marshmallows. I wonder if they are handmade. My mother made them a few times when I was a child and they deserve the price of any other fine handmade candy. So maybe at Whole Foods you really are paying for something different, at least some of the time.

**Goldy1** · 08-14-2009, 07:36 PM

When I was working a lot of hours at work, I used to treat myself to the fruit tarts. (like a pie with fruit) The lops of real fruit made them more worth the price,aand I enjoyed eating it so much it was one of those pleasures in life worth splurging a little on

Yes, the marshmallows are big squares and probably made in micro batches.

**shubh** · 08-16-2009, 04:10 AM

The cost of the food is secondary issue for me, I never compromise for the quality, at least when foods and eatable are concerned. You should be more concerned about the ingredients and manufacturers. To save, prepare more stuff at home. Packed foods are costly.

Whole Foods is too pricey