Whole Foods is winning over customers based on the pitch that high food standards don’t necessarily have to come with high price tags.

In Whole Foods’ fourth-quarter results released on Wednesday, investors found out that total sales increased 9% year over year, while comparable-store sales inched up 3.1%—”in line with its expectations, but marking its worst growth rate in over four years,” the Wall Street Journal noted.

Nonetheless, investors were plenty pleased with the direction the company is going, sending Whole Foods shares up more than 10% early Thursday.

Investments aside, what’s most interesting for everyday shoppers about the results—and about Whole Foods’ plans going forward—is that the supermarket often dubbed “Whole Paycheck” for its high-end and high-priced selection is experiencing success in a broad initiative to lower prices.

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