Whole Foods is great for very artisan niche products, but they do need to realign their prices. I can but the same jar of jam from two other retailers for $3 less. Wholefoods charges $7. The produce prices really need to get more competitive. Paying $7 a pound for broccoli is ridiculous when you can get the same quality at a farmers market for much less. Same goes for Honey Crisp Apples, $4 a pound is way outside the regular market price.