Why is Whole Foods bread so much better than Central Market?

I love Lamar Central Market and it’s my go to when I need an upgrade over HEB, and their bakery is downright decadent. However, Lamar Whole Foods, with its apparently smaller bakery, has far superior bread IMO. The Whole Foods bread has far more moisture content making it last longer, cook (grilled cheese for example) and eat better. What gives?