We take issue with any price comparison story that compares unlike items— it's like comparing apples and oranges! The bottom line here is that we simply want a fair, balanced article with accurate pricing and accurate product comparisons that don’t confuse readers. Stories that compare the price of organic items from Whole Foods Market to non-organic items from other retailers isn’t a true comparison. There are other important product attributes left out when our products are being compared just on price, like our Non-GMO Project Verified products. Or the fact that all products sold at Whole Foods Market are formulated without artificial colors, flavors or preservatives, and all the meat we sell is raised without antibiotics or added hormones. At Whole Foods Market, we believe that value is about more than just price – our industry-leading quality standards and the ingredients you won’t find in the products need to be part of the conversation for a true comparison.