I went to Whole Foods tonight to get some of their new 365 brand vegan sausage patties, as I'm planning on having tofu scramble and hash browns for dinner later this week, and thought sausage would be nice with it. While I was there I looked for the Gardein branded roast. They are keeping it frozen, next to the Tofurky and big holiday Field Roasts. My WF has it priced at $17.99, not on sale. In comparison, the Trader Joe's version was on sale for $9.99.
(In my city, I can only buy Gardein at WF and Target, and Target doesn't get in the specialty stuff - pretty much just burgers and crispy strips.)