Among all the factors analyzed, the problem in the industry is the availability of non-organic food in abundance and cheaply. Although organic foods place an emphasis on health, they do not provide an alternative to cheap foods. Most people, perhaps because of the information they have at their fingertips, prefer to buy based on economies of scale rather than looking at their health. For example, a large family will prefer large quantities of food, which are cheaper than the same amount of organic food, but at double or triple the price. Therefore, WFM's competitors are also facing the same problem of finding alternative non-organic foods in the market that are cheap and convenient