Fresh and Wild?

Judging by the signs on the just-about-finished Hudson building at King and Spadina, the main client moving into the street-level retail space will be Fresh and Wild, a gourmet grocery store. "Eat fresh, live wild". After doing some poking around on the net, it appears Fresh and Wild is a brand of Whole Foods.

I can't decide whether to be excited or concerned about my soon-to-double grocery bills.