Beside national brands, they source from quality local small businesses, farms and ranches, and even make a wide range of their own "generic" brand food - including fresh foods like meal-simples (a complete meal for one, ready for the oven w/cooking directions), or even a full bbq joint in some stores. Their Central Market food brand found in HEB's is usually cheaper, fresher and healthier than national brands. But if you want higher end organics in majors cities, their Central Market stores in Austin put the original Whole Foods to shame, IMO. The few times I would go to Randells or Walmart would be during larger holidays when HEB was closed and those stores were generally more expensive, had questionable produce and a disappointing selection of just about everything else in comparison.