Whole Foods is not "upscale"...it's a grocer that carries REAL food unlike most of the other grocery store chains. Please people...educate yourself on your food. If you are eating processed foods (boxed or frozen) STOP!! You are eating "fake food". Fake food can keep for months and sometimes years...but real food will quickly spoil. Your body NEEDS you to eat real food. Even if you don't eat organic...at least eat real food. Your body will thank you.