IIt is more expensive than your average Harris Teeter, but that is totally because of the great quality of the food. I agree with Rebekah, everything is fresh here, probably some of the best produce in town. Apparently the steaks here are really great, and they have a nice deli with loads of sammies. I like the juice selection and if I was holding onto a little more money this is where I would always shop. Better than Earth Fare, better than Trader Joes, straight up.