Whole Foods has been around for many years, but their genius market positioning and IPO have allowed them to grow exponentially this past decade.  We love Whole Foods for their huge variety of food and extremely high standards.  No preservatives are permitted in foods they stock, and antibiotics and hormones are shunned by their meat department.  For health and luxury, Whole Foods is a don't miss.  However, as a pennywise shopper, I recommend Whole Foods only for necessities that can't be found elsewhere and special indulgences.  The prices, particularly of their convenience foods, are a bit higher than my budget (especially in Canada).  Some good deals can be found though.  Guaranteed low prices keep several of the well known, all-natural cereal brands at very competitive prices, and I have been known to stock up at Whole Foods on milk alternatives sales.  Regardless of your budget, Whole Foods is worth a look if nothing else.