These grocery shoppers actually want to pay more

Whole Foods Market is encountering a peculiar wave of opposition as it looks to expand growth opportunities in a new target market in California.

A petition is circulating in the Silver Lake area of Los Angeles area to get Whole Foods Market's planned "365" value format converted into a traditionalWhole Foods Market store.

The petition, started by Silver Lake resident Dawn White, claims that the company has the trendy neighborhood's demographics all wrong.

White is supposedly hoping to gather 10,000 signatures by Sept. 30. The petition is titled, "Whole Foods! We want the REAL thing and not some budget 365!!!!"

Whole Foods has gotten into hot water recently for allegedly overcharging customers in California and New York.

The retailer has also faced decelerating same store sales for the past several quarters.

Read more about the petition here.