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Though it might be preaching to the choir on this site I also want to add that the people who work at WF cheese departments and indeed, in any cheese shop I've ever been in are generally enthused to give out samples and talk to you about what you like and make recs based on that. Never be afraid of "cheese people" - they're pretty friendly!

Looks like someone at Whole Foods went to Stinky in Brooklyn! They have been pricing like that for a long time. I didn't like it at first but then I realized that it actually helps you figure out what you'll actually spend, rather than trying to divide the full pound cost.

I don't have all that much trouble doing the math in my head, but I know a lot of people aren't that comfortable with it (Why is "math" a dirty word? It's fun! And nothing impresses more than being able to calculate tax and tip on your portion of the tab while sloshed). I could see this being helpful. Depending on the type, a quarter pound of cheese is quite a bit. And not having your customers' eyes bug out when they see the price of cheese is always a good thing.

This change makes it harder for shoppers to do a price comparison if price-per-pound is the standard for cheese.

I'm always suspicious of marketing gimmicks.

Non-standard pricing is a pet peeve of mine. Grocery stores will sometimes display price per pound for BrandA of one product and price per ounce for BrandB for the same product on the same shelf.

Hmmmm...I'm not a big fan of this. Cheese is my big budget-buster, and while this is better in that it really does show how much you are likely to spend, it also disguises the fact that per pound, these are some steep prices. I prefer to see price per pound.

I think it's fine. I never buy a pound of cheese; 1/4 lb is more on par with what I buy. I personally like to pillage the $2 and $3 bowls that my local WFs have.

These signs look exactly like the ones at Lush (the natural cosmetics place).

I think its a great idea and am likely to try more cheese this way. Count me in the "fan" camp.

I don't believe the Whole Foods nearest me has signs at -all- just the standard sticker on the bottom of the cheese that has both the price per pound and the price per piece, if you will. Perhaps this is a better compromise?

Truly though, as long as -all- of the cheese is priced by the quarter pound I shouldn't mind. It's when the grocery conveniently prices almost everything on the shelf by the pound then has their generic brand priced by the ounce that drives me up the wall.

Up here in Canada, cheese and meat is priced out in $/100g, which anyone (i hope) can translate into price per kg ( just x10 for all you americans who use the english system ;) ) and most places then have the price per pound as well. $/100g again is a more useful measurement, basically the price per quarter lb, and again the ammount you'd usually buy.

as for common pricing, most supermarkets here have a tiny lable on the shelf showing $/100g for everything. cans of soup, potato chips, whatever it is, $/100g is there on the shelf to compare everything fairly.

On a related note, I love the little "bits & pieces" cheese bin at WF... I always find something interesting in there! (and no, I don't mind pricing by the 1/4lb... what I hate is pricing by the pound, then pricing 12oz, then 10oz, etc.)

"I like that they're making a conscious decision to encourage their customers to buy more cheese and not to be afraid of cheese prices."

I think you're being a bit too charitable here. Whole Foods is in business to make money, not to help anyone. What they're doing is disguising the fact that the price of these cheeses is, in fact, pretty damn scary.

this is a great idea. i work at a local market where we sell herbs & spices in bulk. people look at the bay leaf jar that says $20/lb and freak out. but most people buy only an ounce or two. herbs are light!

ps: the whole foods where i worked just precut & weighed all the cheese. not as fresh but easier to sell.

Fairway does it by the 1/4 as well. The problem with the pricing is that when you have a piece cut to order for you, rarely will a cheesemonger cut a 1/4, sometimes out of bad estimation, and sometimes because they know you'll say "it's ok" when .25 becomes .31 (1/3 lb). And then I find if I say "no, i really wanted just 1/4" they cut like, 1/8 to be safe.

I haven't set foot in a whole foods in a while, but the pre-cuts were rarely smaller than 1/2 lbs, so i think the signs are deceiving.. makes you think "oh, just $6 for this piece" but it's really twice the size. Much thinner than that, and a pre-cut peice starts to really dry out or taste like plastic.

I think ultimately cheese should be treated as a treat, and if you're committing to buying a piece, 50 cents isn't going to make a big difference, if you can't do the math right.

Years ago when I lived in the UK all the cheeses in our local shop were priced by the 1/4 kg and of course were cut to order. I learned to love cheese by buying small amounts like this of different kinds and eating tiny portions of each with the family I lived with. We couldn't really have afforded a lot more, plus this gets at the difference between Euro- and American eating habits. They don't feel they need a big HUNK of cheese.