Whole Foods' 365 Everyday Value organic extra virgin olive oil is a very high quality oil. It can hold its own against more expensive, gourmet olive oils. Some of the competitors at Whole Foods, though pricey, were not organic.
When shopping at Wal-Mart, my usual grocery store, I typically purchase Star Special Reserve Italian organic extra virgin olive oil. Star organic olive oil is less expensive than Whole Foods' oil, but it also can't measure up in terms of quality. Star olive oil comes in a clear bottle, and has the USDA organic label on the front. The label clearly states that it comes from the first cold press. However, it isn't as rich and dark as Whole Foods' organic olive oil. Furthermore, Whole Foods' product is only about $.75 more expensive than the Star organic olive oil.