David Wolfe was born in New Jersey and moved to Southern California at a young age so actually both are true.
His main objective is offering the "best ever" QUALITY, not the cheapest. He will match prices found elsewhere for the same brand, but the NFL products he sells are not even comparable to others... I have never been disappointed by anything I have bought from NFL.
I'm curious to know what other companies are out there, doing what David is doing, in a way that is acceptable to you? I personally feel he is exploding the raw food movement and I respect him and his products more than anyone else.