OK true story here, from just last week.
Here in Austin, we have a Whole Food's competitor run by HEB called Central Market. It's closer to my homestead, so I go there if I need something that a "Whole Foods" store would carry. I also shop at Trader Joe's Randal's and at Fiesta and other "Mexican" grocery stores (depending on price and my needs at the time).
Ok, so I was a Central Market the other day and I passed a couple looking at bacon. I had recently bought the best damn bacon I ever ate at Central Market (they were having a taste of the south promotion) at the deli case. Benton's Country Ham Bacon.
So I strike up a conversation with the couple and tell them about this amazing bacon at the deli counter. The girl says in a valley speak-upward inflection, "But is it organic." I say, "Well, it's butchered from an actual live living hog!" They both look at me with daggers. Jesus, Mary and Joseph people it's fatty meat from a hog! They live in their own refuse. It's bacon for cripes sakes. Right there is your target psychographic for Whole Foods.