Just a note. Having worked minimally at a corporate level with WM many years ago, they are simply dreadful to deal with. Well, I should write “were” but I doubt much has changed. They’d beat you to death on prices. They would even call you COLLECT (back in the day). So I’m not surprised. Organic is always going to have prices that aren’t going to fit with their ‘model.’
Same here – I worked on the marketing of a major coffee brand and had to deal with the various retailers; WM was an absolute tyrant, not just “very competitive” but truly awful people to work with. If you didn’t cater to their smallest whim, they’d start screaming threats. I can’t imagine an organic foods company lasting long with them.