Despite the name, it's really a supermarket, albeit one with a heavy emphasis on produce. You'll also find a nice selection of Harris Ranch meats, bulk foods, and -- if you need assistance in the supplements department -- a cranky vegan to lecture you about how meat clogs your colon. (Seriously, though... 99% of the folks who work there are sweet and lovely.)
The produce is nicer than what you'd find at the national megamarts in town, but if you're a regular shopper at real farmers' markets or even Whole Foods, you may be a bit underwhelmed. Still, it's nice to walk into a store where the bulk of foods on offer are grown, not manufactured, and you have to go out of your way to find food in a package.