I have been using Hershey because it's all I can easily find. I wanted to use Ghirardelli, but they are about to add a peanut product to their facility. What other brands are good, and if you know a store (chain or otherwise) in the Atlanta area that would be great too.
Order online and get the good stuff! You'll notice a world of difference. I use Callebaut. I don't even bake that often so a bag lasts me forever. But I don't care, it's worth it for the quality of the flavor. The best price I found was at chocolatesource.com, $20 for 2.2lb. That sounds like a lot of $ but I think a Hershey's can is 8oz for like...$3? $4? So by comparison, Hershey's would be $12-16 for 2lbs...it's worth the extra few dollars 
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Williams-Sonoma also sells quality cocoa but they mark up the price quite a bit. In LA there is a restaurant supply store (Surfas) that sells quality cocoa for reasonable prices, perhaps you can check out a similar shop in Atlanta?
Mmm, can you tell I like chocolate?!
I buy pans and a few other things from the restaurant supply store Surfas and they are wonderful! Great prices...a professional sheet pan is $6...and great customer service.
As for the cocoa, I also use Callebaut or Valrhona. As ceshell said: It's NOT really that much more expensive that the ordinary ones at the supermarket and well worth the price.
I talked to a rep from Ghirardelli at the National Pastry Competition in Nashville. I told him I had trouble finding their cocoa where I live and he generously sent me 3 different samples of their dutched cocoa pwdr-for free, and he sent a lot--so dark that when you make frosting with it, it is almost black! So good and because he was so generous, I will certainly order again--on-line due to my location.
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