Why is whole wheat pasta more expensive?!

Why is whole wheat pasta more expensive?

It seems there would be less processing involved, so it should be less expensive. What's going on here?

6 hours ago
Voltaire, all you had to say was "economies of scale". I have a BS in business admin, I would have got it. I will choose a best answer, so asking for the best answer and calling me stupid all in the same sentence means you will NOT be choosen.

It is probably more expensive, because it's not as widely used. When they make more of something the price goes down.