Whole Foods specializes in Organic food. From what i can tell the Fresh Market specializes in overpriced food. Most of the things taht you find here you can find a block away in the Harriss Teeter for a dollar less. You pay for the classical music and the dimly lit setting. There are a few items here you can find at the teeter, and again I may be missing some of the draw of the place. From what i can tell though, overpriced.