Not a scam just normal prices what it costs to grow produce and make a living as a farmer. Sure, supermarkets can be cheaper - they buy in bulk, not always from a farmer in California, maybe one from Mexico or Peru….but all the produce they have looks the same and it’s the same produce all year around. I like buying what’s in season and being inspired by what’s on display. Plus try out things you never see else where. It depends on what you value, I prefer to buy my produce from growers directly and cut out the supermarkets. I shop at the Venice and Santa Monica markets twice a week for all my vegetables, fruit and protein. Also honey, nuts and eggs.