We need professional journalists to tell us Whole Foods is the most expensive place you can shop?
An honest account would compare HEB's upscale "Central Market" storefronts to Whole Foods.
Also, Whole Food's produce appears to be good quality. Fiesta (which I mentioned earlier) is lacking in quality (size, color, etc.) but really cheap (grown by "conventional" means).
If you want to get Whole Foods' produce cheaper, go in Sunday night or Monday and find fruits and sometimes vegetables considerably marked down. Fresh produce doesn't have the longest shelf life.