If you would put a link to the product at that price, it would be a lot easier for people to find. It took me about 15 minutes to find this product at their website because there was no link.
Also before getting a price, you have to find a store (of which they are really limited nationwide). Only after choosing a store, do you get a price. In San Jose, Ca. the same product is even less expensive than you quoted. But then, of course if I wanted to order this, I would surely have to factor in the shipping costs. Since I don't live anywhere near one of the stores, and I don't have an account, I cannot determine what that cost would be. But the price before shipping sure looks good.
This is the link to the page I got for the Palm Shortening, however, it really lists a search result on their site, so no real information about the shortening itself:
https://www.smartfoodservice.com/search/fullsearch/