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.