The idea behind this place is all over the place, like Wal-mart decided to open up a Whole Foods in building to small for either.
It's like an organic kwiki-mart.
I'll be honest and say that the staff is super friendly and what they have is of very high quality. But what they have is limited, and a bit pricey, and because of the size of the store, everything feels really cramped. There is no real meat department aside from some prepacked cuts, so you can't ask for anything special, and the only seafood I saw was frozen, but priced as if it were fresh for certain packages.
Their main selling point is probably their wine department, it takes up the largest portion of the store and is clearly the focus point. I'm under the impression that your not supposed to actually come here for your real week to week groceries. More likely you come in here to pick up a bottle of vino and some fruits and cheeses to go with it.