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My local feed store sells the regular Victor for $32.99 for a 40lb bag. The grain free Victor is $39.99 for a 30lb bag. I switched to the grain free because my oldest dog has elbow dysplasia and grain actually promotes the growth of arthritis in the joints. He limps a lot less since switching to the grain free stuff. $40 for a 30lb bag is not cheap but you get better quality than foods that cost much more.
Just an FYI...if TSC is more convenient to your location, they will price match other stores. I do it regularly at mine, since the place I usually buy my ProPlan is 25 miles away and TSC is a lot closer.
Euk's price went up several months ago at my TSC. No Victor in my area so I switched to PMI Exclusive. Cost $33.85 for a 35lb bag of the 26/15 chicken and rice formula. At my local coop buy 8 get 1 free so cost averages out closer to $30/bag. My dog is doing great on it too.