pam - it's completely different than McPherson's on Beacon Hill (which in my opinion is a bit of a shame). West Seattle already has so many places to buy fresh organic produce, e.g. the Farmers Market, Met Market, Tony's, etc.
The quality at McPherson's isn't always the greatest, but you can pick and choose and always find some great stuff at unbelievably cheap prices - like crazy cheap. If you haven't been there before you will be AMAZED at their prices.
WS Produce Co. is targeting a completely different market. You get what you pay for, but the pricing is high. Guess they're banking on the assumption that residents of West Seattle have more money to spend (and are willing to spend it on the highest quality produce) than those on Beacon Hill.
It's a great place, but we probably won't be visiting as often as we had hoped since we can't afford it all the time and there are other places that have similar quality around.
We'll most likely end up splitting a box of Pioneer Organics with friends if we decide to go the organic route this summer.