That's what people say, maybe it once was, I dunno. I just know that I've taken my receipt from Ukrops, gone to food lion/bloom, and the prices were all the same...and at Ukrops the stuff I buy doesn't have dust on it and there are actually employees there. But Farm Fresh? For instance, same digiorno pizza that is $5.99 at ukrops is $7.59 at farm fresh. Same pack of drumstick ice cream that's $4.99 at Ukrops was $7.89 at farm fresh. Yes, I know, two very healthy examples.