Oh my gosh...it's true when they say once you go organic, there's no going back. I never thought I would be so impressed by strawberries LOL. I previously bought normal strawberries fro, Publix or Winn-Dixie. One day I decided to shop at Whole Foods and I picked up this brand. I could immediately tell the difference when cutting and cleaning them. They had a bright red color all the way through the inside; none of that darker, rotting-like color on the inside of normal strawberries. Also, they all had a perfect shape! There weren't any bizarre huge ones with two ends or anything like that; probably due to no GMOs! And the taste...just amazingly sweet and perfectly juicy. To say the least, I will not be buying normal strawberries anymore.