I agree with Barb!
I was raised to be price conscious (Dad was born during the Depression and my mom was a SAHM), but here are a few more tips:
1. What do you eat the most? That's what you need to buy in bulk when it goes on sale/coupons. For us, it's cereal, soy milk, tomato sauce, pasta, soup, and yogurt. Start with the items that you eat the most.
2. Yes, buy generic. Try one trip where you only buy generic of your favorite things. As a former marketing person, I can absolutely tell you that generics are processed on the same line as major brands, then labeled differently. Over the years, there are only a few things I hold out on for "brand names" - our Heinz ketchup, Dinosaur BBQ Sauce (from the place in Syracuse, NY, at Wegmans or I make it!), and Crest toothpaste. Everything else is pretty much fair game, esp. staples likes salt, flour, sugar, sour cream, yogurt, tomato sauce, bread, etc.
3. Do you cook much, or are you dealing with prepared foods? The only prepared stuff we buy is canned soup, lunchmeat, and the occasional frozen meal for my hubby for lunch. I try to cook "too much" of some meals, freeze individual portions, and he takes that for lunch.
4. Have you tried Trader Joe's? There is one in downtown Pitt - SO much cheaper, esp. if you are trying to eat organic.
5. Get into a routine with your coupons. Get a small accordian folder to start, and organize them WEEKLY when you cut from the Sunday paper. Toss what is expired, pull out good ones that are about to expire, and paperclip them to your shopping list.
Good luck!