Yes, Whole foods can be a bit pricier than Central Market or HEB, but NOWHERE else in Austin can you find a grocery where you can be confident that everything you are buying is all natural with no added chemicals, preservatives, etc. They just don't allow it at WF. The employees are friendly, customer service is a priority, and WF is an generally very pleasant place to shop. Be sure to visit their pre-made foods case. There are so many yummy meals to choose from!