This is personally one of my favorite groceries in town. I always enjoy Vons, but there aren't many locations around the valley.
The prices aren't as good as Smith's but I enjoy the abundance of organic and fresh items they stock in their stores. They have a large precooked selection as well, which I enjoy. The store itself has an upscale feel. The lighting and cleanliness of the store help maintain that feel. They almost have a farmer's market type fell to them with bushels and baskets holding the produce.
Service is friendly and helpful as well. I only wish it was located closer to my house so I could by more perishable items on the regular.