The produce is always fresh and choices are always fresh at the right time of day, and that would be from 8am to about 12pm. I guess that is when most Grocery stores are fresh because they have just put the merchandise out. After this time the produce in merchandise looks picked over, as you can imagine. If you go to early like when they open the employees have not had time to put the fresh merchandise out. I have been shopping here for years. The reason for the 4 start is because I have shopped during those after good hour I mentioned and could not find a lot of my regular items.