Take an example of Target and there pricing on produce and grocery items. For the most part same items as Wal-Mart...grapes, lettuce,celery and Oreo cookies,Coke,Pepsi..but present them in a very clean atmosphere, neatly arraigned and you can charge more and people will buy. And why?Again it goes back to the experience, same grapes different experience buying them. Going into Target and paying more for the Oreo's is not such a big deal when you feel like you are getting so much more in the way of the experience. Whole Foods same thing..Starbucks same thing. Give them more to think about then price and price will not become an issue..and your bottom line will show you the experience.