Whole Foods offers long term investors the opportunity to see 200% gains based on new store openings and continued brand dominance Whole Foods Market has been called "whole paycheck" and a recent pricing study by Bloomberg Intelligence indicates Whole Foods Market is more expensive than Trader Joe's but less expensive than smaller rival The Fresh Market . Thanksgiving Day menu items at Whole Foods were 22% higher than Trader Joe's but 15% less than The Fresh Market Either way, customers are truly raving fans of Whole Foods Market.