Whole Foods: The whole truth

How to get the biggest bang for your "green" buck when shopping at the pricey chain.

The values are relative
The values are relative
To combat its reputation for priciness, the chain recently started tagging good values.

And yes, you can get chicken breasts and organic milk at competitive prices ($4.50 a pound and $5 a gallon), and find a bargain on bulk dried cereal.

Also, products carrying the "365" label, the store's in-house brand, are generally good deals compared with other options on the shelf (though not with store brands at other supermarkets).

However, you will pay plenty for stuff you won't find elsewhere - heirloom arugula, Icelandic low-fat yogurt and organic frozen chicken potpies.

But aren't those the exotic items you really came for?

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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.