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I was just at Whole Foods the other day and needed to pick up some avocados. Their conventional ones were $1.99. I knew at the independent (but small) grocery across the street from me had them for $.99.

BUT, WF's had a great deal on blueberries while I was there.

We (myself and my significant other) shop at about 5 different grocery stores depending on what we're buying (and actually I found out that the SuperFresh about half an hour north of here has a lot of stuff I can't get at any of those 5...I just don't want to drive that much that often). All five of the stores are within a five mile radius of the apartment, including the Whole Foods.

While Foods is great for produce that you can't pick up (or just weren't in the mood for) at the farmers market; we've discovered that it tastes better and lasts longer than the produce at all the other grocery stores (though it's still not as good as the farmers market, but they're only open on the weekend...and the prices are comparable [not always cheaper] but you're supporting local business so it's a toss up). Plus, our Whole Foods has really been pushing local foods lately, which is great because the prices are lower. They also have a few specialty items (Lake Champlain chocolates!) that I can't get anywhere else.

I was just there a few days ago, however, and ended up spending $20 to make pesto (for 4, and that didn't include nuts, which we already had), and not too long ago we ended up spending $50 on various odds and ends that wouldn't really result in a whole meal. I love their stuff, I shop there regularly, and when the new one opens by us next spring (biggest Whole Foods on the East Coast, they claim) I will probably go to the Grand Opening, but unfortunately I kind of have to agree with the "Whole Paycheck" nickname.

WF is ridiculous with their pricing... as much of the organic stuff as they buy from suppliers, you know they could sell it cheaper than they do...

Anteater, is that new Whole Foods in Friendship Heights (DC)? If so, I wonder whether they're saturating the market here -- it will be the third WF within a two-mile radius!

I am a Trader Joe's gal myself, although not for produce generally. I rarely go to WF, and when I do, I find one or two things that are affordable, but everything else is just priced too high. I would rather shop at a farmer's market and pay their prices for organic or pesticide-free produce than contribute to WF's coffers.

For comparable items, most organics are cheaper than the same brand at a supermarket. Whole Foods generally stocks higher quality items, so you're tempted to buy more expensive products, but the values like their house brand is much more affordable than all-natural products at other stores. I prefer that quality, and I think I get what I pay for.

Whole Foods indeed gets the Whole Paycheck because I shop on foot, for the most part. In the DC area, My Organic Market has much better prices, generally, and everything's organic, including the produce. And, they are locally owned and very cool. But, locations are in the burbs, so I don't get to those very often. The one in Rockville is pretty close to metro, so I think I may start taking jaunts up there to stock up on some things, like bulk items.

Yes Organic Market has gotten really competitive lately, with decent prices, high produce quality, longer hours, and no minimum on credit card purchases. Their V St/14th St store is due to open sometime this summer (anyone heard an update on that?) and I am hoping this will give Whole Foods a run for their money. I'm planning to shop there as much as I can.

I get as much of my produce at the Dupont Circle Farmers' Market as I can, although there's always something to pick up at Whole Foods or elsewhere too.

I used to work at WF. Even with the employee discount and convenience of already being there, I did my grocery shopping elsewhere because I couldn't afford the fancy WF prices on my non-union wages. Now some of the stores around here are taking out a bunch of the bulk bins for more space for higher margin packaged goods. The bulk bins were some of the few "bargains" (reasonably priced items) in the store!

They positioned themselves as a luxury store, and priced accordingly. Now the economy's down and they want to be perceived both ways- luxury and bargain.

I'm not buying the whole argument that WF has better quality and more variety so people buy more and spend more. To me, the quality and variety of unusual items is comparatble to Trader Joe's. But somehow when I walk out of WF with my small bag of specialty items, I have spent $50, but when I walk out of TJ's with a large bag of similar items, I have only spent $30. I know they are not completely the same, but in terms of impulsive and splurge food purchases, I think they are on par.

Totally Whole Paycheck.

I find that the key to shopping at WF is to not get sucked in by the luxury items. I try to walk right by that Machengo for $25/lb and go for some other items. They usually have a dessert out that's not too pricey--the brownies and pies are good and inexpensive. The 365 brand stuff is always comparative, and I find their chicken and turkey to be more expensive than elsewhere, but much fresher. Their fish is usually mad expensive, but it's worth cruising by to see if anything's on sale. Also, the other day I bought organic nectarines for less than at Rainbow, which surprised me. In general, I try to stay away from anything that's in a package, that will definitely be cheaper elsewhere.

There's also the grazing approach that my husband and son take. If you're there at the right time you can practically get dinner just on the free samples!

Comparing whole foods to fresh direct isn't exactly the best way to go. Its like comparing Gucci vs Prada.

They can be reasonable. Their bulk foods tend to be obscenely expensive ($3/lb for red lentils vs $1/lb anyplace sane... and I'm not even buying the damn organic lentils! granola and rice are even worse). Stuff like store brand salsas and tomato sauce seem decently priced.

Since most of what I buy is bulk foods and produce, they're not very useful to me. About once every 3 months, I make a trip to Whole Foods to buy red lentils. Whole Foods is within walking distance of Penzey's spices and a nice bookstore, so a Whole Foods trip is never just one item (not that it's a *pleasant* walk mind, the whole area around Whole Paycheck is pretty nightmarish on foot)... the other places where I can get lentils, there's nothing else useful nearby.

And honestly, if they're doing more sales, that just makes me less likely to shop there. I don't have the time, mental energy or desire to figure out if Store A or Store B is running a sale on critical staple X. That kind of nonsense is infuriating to deal with, and I try to spend my money with stores that don't make me crazy. Most bulk foods are things I can get from stores that are within walking distance and they don't play the price game. I'd rather give them my money. And most produce comes from the farmer's market... and farmers don't play price games either.

I just bought some cherries (conventional cherries) for $2.99/lb on Sunday at Whole Foods which is cheaper than the $3.99-$5.99 per lb I've been seeing at Fairway recently. I try to only buy their sale items at WF when I go, or there are usually decent prices on their 360 brand cereals and crackers. I can get the rest of my groceries at other shops for cheaper. But I tend to just pick up a few things at a time throughout the week anyway.

Trader Joe's has inferior produce but has cheaper "luxury" items.

I agree that now that Whole Foods has taken out their bulk bins, there is nary a bargain to be found.

I don't understand who can afford to shop at "Whole foods"!?! I live in LA so i guess its young Hollywood...they have money to burn. I don't like Trader Joes or any other markets like Ralphs/vons. I really like the market " NEW Frontiers" but it is only in Santa inez & San Luis Opispo region (I always stop there on my way to Big sur). I try to do all my shopping at the farmer's market (but if i'm away for the weekend i'm in BIG trouble). I also shop at "Nature Mart" in Los Feliz/Griffith park area. It's also pricey but much smaller than WP, so you don't get sucked in by all kinds of stuff. They have excellent BULK BINS with all diff types of flours, spices, grains, beans, sugars, molasses... I do end of going to WF once in a while, but i have to be really careful! one time i bought my usual supplies for an apple pie and i swear it came out to $100!

If you want something cheap, you DON'T go to Whole Foods.
But you can find INEXPENSIVE things that are really great. and you honestly can't find it anywhere else. Plus, on a muggy, hot summer day in the City, sometimes just walking through Whole Foods can really take away the blues, and the beer selection (though not cheap) is awesome!

Susmita - It's in Annapolis, actually, in the Parole Towne Center (it was originally supposed to open in October, but I think the date got pushed back). Supposedly it will be something like 75,000 square feet, dwarfing all grocery stores within a 20-mile radius.

I shop regularly at the HUGE new Pasadena WF because I like it, and I can afford it. Simple as that.

I try to buy as much of their local stuff as possible.

I have a keen eye and ear for knowing just when "expensive" is "too expensive" - for me, anyway. Most of the time, you get what you pay for at WF. High quality food costs more. Sometimes, yes, their prices are ridiculous and I will avoid items that are SUPER OBVIOUSLY overpriced. But most of the time, the high prices are justified. They have nice stuff I'm willing to pay for!

I think they have a certain demographic in mind, and the "bargain grocery shopper" isn't part of it. Sorry to make an elitist argument, but if you're looking for cheap prices or bargain sales, WF just shouldn't figure into your equation.

There is no reason to bitch about them or call them Whole Paycheck. If shopping there puts that much of a dent in your budget then just don't shop there. I know damn well I couldn't afford a Ferrari; so I'm not going to go to the Ferrari dealership and then whine, "cars are so EXPENSIVE these days!"

And they often have available what NO other stores make available. So they have their place in the world. Lay off them already.

I shop at the Whole Foods in Baltimore (the Harbor East one) and it's not a whole lot different from buying comparable food at Safeway.

The real reasons I think I end up spending more at WF is the better selection of meats, cheeses, and olives; the cheese and olives I mostly skip at other grocery stores because it's not worth bothering with the selections.

Unlike some of the other posters, I shop several times a week, don't buy a lot of bulk or prepackaged foods (when I do, I go to an Asian market), so maybe it's just different buying habits.

I too live in Baltimore but go to the one in Mount Washington. It's actually cheaper to buy my carbs there than at the little grocery store (Eddie's) that I can walk to. I'm practically a vegan shopper, I get my meat and cheese fix from my weekly sandwich at Subway. The produce is a little more expensive but I can get so many things cheaper at Whole Foods. I routinely save on seeds, pasta, crackers, cereal, bread, tea, cookie/cake mixes, soups, bananas (non-organic), protein bars, and beans. It can be annoying to have to take a train to the grocery store but my savings is greater than the cost of a round trip ticket and I get to eat organic and I always need the exercise!

WF is expensive, no doubt about it. I wouldn't do regular grocery shopping there. But even if there aren't bargains, per se, there are some good values if you're really comparing apples to apples -- for example, some of the organic products from their 365 brand cost the same as non-organic products found elsewhere.

In Tribeca, WF's prices for basic items are comparable to the local supermarkets and delis, with MUCH better quality, cleanliness, service, etc. Their salad bar costs the same as the gross deli salad bar a few blocks away. But this is an unusually pricey neighborhood.

i get the whole if you can't afford it don't shop there argument, but it's FOOD! why should there even be levels of food quality? what ever happened to ripe, not ripe, overripe and spoiled?

i mean i don't shop at whole foods on for my regular groceries, but their bakery selection IS awesome and reasonably priced.

living in Europe for the past year, and paying European -prices for food puts a completely different spin on this for me....

In Switzerland, I recently went into a regular grocery store, and bought 2 half-size boxes of Kellogg's cereal (equivalent to 1 small regular size box in North America) and about 5 pounds of potatoes, and paid $20.

Whole Foods has great foods that can usually only be found in farmer's markets or specialty delis -- their prices reflect the cost of food. You would pay more for the same products in a store such as Dean & Delucca.

In North America, we have grown too used to cheap food, so much so that we don't have a clue as to what the true cost is. They are fair, not overpriced.

It is only 'Whole Paycheck' for me because I want at least one of almost everything they sell.
Have you seen those cute enameled colanders next to the lettuces? Have you?

I priced the bulk bins at WF in St. Louis compared to other bulk bins in the 3 Missouri towns I have shopped in. They were exactly the same. Almost all of what we eat is either produce or out of a bulk bin, so we had no problem going there.

I later switched to a more local health-food store for bulk goods and a farmer's co-op for produce. Good grief I miss St. Louis.

P.S. Organic grains and legumes are one of the best organic bargains. In my current city there is approximately a $.60/lb price difference. Considering that a pound of beans is several meals' worth this is one of the most affordable ways to go organic.

It also helps if you compare price per meal rather than price per item... Non-organic hamburger will put you back a lot more per meal than organic lentils.

I think that Whole Foods shopping can be done right if you don't get sucked into the super pricey stuff. I've found that at my WF that a lot of times they have better deals on fruit than at my regular grocers. I've gotten amazing deals on peaches, blueberries, raspberries and grapes there this summer.

I don't have the extra cash to be throwing around at their pricey stuff but I've found that their 365 brand is great, reasonably priced and does the trick. They always seem to have great sales at the meat counter so I stock up and fill my freezer and go through it in batches.

They've also been stocking a lot more local produce and other stuff and comparing those prices to the farmers market some stuff actually turns out to be cheaper. Heirloom tomatoes at WF are $5/lb while at the market they are $8/lb and both are coming from local producers!

It can be done right but I think that the nickname Whole Paycheck is most definitely a possibility.

As long as I don't go to WF looking for a shopping list of items (or on an empty stomach), it can be a great bargain shopping trip. But if I have specific items that I'm looking for, the bill adds up QUICK!