I have a membership with Thrive because I can easily navigate the site, so as to avoid certain foods that some of my family members cannot eat. I have compared Thrive Market prices to the prices at local stores in my area and, so far, Thrive does offer the best pricing. I check periodically for random items and you all (Thrive) continue to have the best prices. The website design makes it easy to find what I need. Good variety overall. Ships and arrives quickly. The other big selling point is that if a new person joins, they donate a membership to a family in need or a first responder, etc. So that's awesome.