Most products are priced 10-50% higher than local grocery stores. I find it infuriating to find the same product I would normally get at the Superstore for a significantly higher price. When I mentioned it to a staff member, they actually agreed that their prices were often higher.
I will only shop here for the occasional item that can't be found elsewhere.
In economics class we learned about the Law of Diminishing Returns - if you raise your prices too high, the demand drops. In order to sell FRESH organic produce, it needs to be sold quickly and at those prices it is going to sit around a lot longer. A natural food store should be serving everyone rather than catering to the rich.