I know that conventional wisdom holds that it can be more expensive to shop at Whole Foods, but my experience today was a real eye opener. In Oakland, CA, high quality but conventionally grown peaches and nectarines were $1.99 a pound at Whole Foods. Similar fruit was $2.29 at my local chain supermarket. Regularly priced Whole Foods Brand English muffins were $2.99, at the chain store the national chain muffins were on sale for $3. All in all in items that were comparable I didn't find much price difference plus I had access to the Whole Foods things I enjoy.
On the other hand, it seemed to me that WF had fewer types of organics to choose from than normal. I don't know if that reflects the current crop availability or if that was a marketing decision by WF management to help keep shopping at Whole Foods more affordable.
Also, to be honest, I could have shopped any number of farmers' markets around here and gotten the fruit (probably organic) for the same or less money, but I was out picking up other staples anyway.