In 2007 and early 2008 retail gasoline prices rose nearly 75% along with rising food prices. We investigated grocery shopping attitudes and behavior of 69 families receiving Women, Infants and Children (WIC) nutrition program benefits in non-metropolitan southwest Michigan and 8 local food retailers during this period. Interviews covered food buying habits and the impact of rising gasoline prices. Analysis revealed heightened concern about household food budgets, decreased shopping frequency, compromised food quality (fewer fresh foods), and, in several cases, likely food insufficiency. Retailers confirmed customer concerns and changes in shopping habits. Findings suggest that food insecurity risk among this population may increase when gasoline prices rapidly rise.