The name is a little misleading, since there's not a lot of fresh produce, but it is fresh. There are a ton of supplements and they're comparable to Vitacost, where I buy the cheapest supplements I can find. Otherwise, there's still a decent amount of frozen & dry packaged foods & their nuts and seeds stay in a refrigerated area, which keep them fresh. One note: bring your own bags, or plan to buy one of theirs for $0.99. I will definitely be back!