Simply another name for the super market Whole Foods. This play on words makes light of the very high prices of their inventory.
After shopping at Whole Foods, looking at his receipt Joe realized that his whole pay check was now gone. "Whole Foods?!! More like Whole Paycheck you skinny mother fuckers!!!" It was items like the 15 dollar maple syrup that drove the bill up.
Likewise, in every supermarket in Canada, cuts of beef suitable for roast beef are terribly expensive. I go to the supermarket and look in the meat section for something I can afford. If my eyes stray onto the price tag of a roast of beef, what pops into my mind is the bit about the second mortgage!
PS It's "free-range" not "range-free."
I wish I could afford a roast of beef, but I've already spent the whole paycheck/second mortgage.