I think it does really come down to where you live. Around here the natural food coops are cheaper, cater to poor folks (Everybody seem to be using food stamps at mine although WIC is tougher - WIC food traditionally has not been high-quality enough to really justify having it at a natural food coop). They buy local, esp. investing in urban gardens greening the city and providing low income folks fresh produce. One coop nearby even has its own urban farm. We get our produce from a mile away from our house from a raised bed farmlet in one of the most violent sections of the city. It's true also we also live right next to Lancaster County, PA with fantastic local sustainable family farming that is just alot cheaper than in a lot of the country. If you are in Nebraska, you're up a creek and WF is it. Also, be sure your WF is part of the chain - there are Whole Foods markets that are not in the chain.