Many of my clients and friends often ask questions like “where do I find the best food at the best prices?”, and “how do I shop the most efficiently?” My answer is to look for whatever is fresh and in season, and to plan your meals accordingly (eat like you would on a farm). The lowest priced items in a grocery store are typically food that is fresh and in season, of which there is an abundance. (This primarily applies to fruit, vegetables and wild-caught fish). The highest-priced items are often not in season or at their peak freshness, and are harder to find – hence the hefty price tag. This is counter-intuitive to most people, who think the most expensive items must be the best. To attract customers, most grocery stores use the aggressive sales strategy of “Loss Leaders” – products sold at or below cost on the assumption that once you are in the store, you will be stimulated to buy full-priced items as well. If you shop with the intention of “cherry-picking” the freshest/in-season items, you will not only be eating well, but you will be saving a lot of money.