Organic and health conscious grocer. I go for the soy and non dairy stuff which they have a pretty good selection. Not fantastic but pretty good. You can find things like non-dairy cream cheese, sour cream, ice cream, So(y) Delicious ice cream, Amy's frozen foods, etc. It just irks me that they are frequently out of the most popular items for these brands. Yet they carry a plethora of other things that look like they haven't turned over in months.