A Whole Foods deal and a Walmart deal can look $1.00 apart on paper and actually be $5.50 apart once freight gets stripped out properly. Most brands never notice, because they fold freight-in and freight-out into one line instead of two, which is exactly how a $0.75 leak per case hides for an entire year. Pricing, freight, and trade are one decision wearing three names, and Walmart will eventually do this math for you if you don't do it first.