I agree in that I go to Whole Foods or a similar store over mass market choices like Walmart, but even at Whole Foods you're not necessarily getting the best form of supplement in those generics. Differences between bio-availability or effectiveness can be very notable between citrates, acetates, chelates, glycinates, picolinates, etc. I've personally found some good functional medicine sources of information (I've found Chris Kresser and Chris Masterjohn informative, balanced, and non-doctrinaire) that pass the smell test, but find somewhere you trust that breaks that information down a bit more so that you're getting the best form of supplements. The best forms in my experience are typically not is the generics or multivitamins.