Whole Foods lowering prices in move to shake ‘Whole Paycheck’ nickname

In a move to keep up with Walmart and other large chains, as well its continuing effort to change their image as a high-cost grocer, Whole Foods is lowering prices on hundreds of items on Wednesday.

The company announced that they are cutting prices on fresh produce and expanding weekly deals for those signed up as Prime members.

“Whole Foods Market continues to maintain the high quality standards that we’ve championed for nearly 40 years and, with Amazon, we will lower more prices in the future, building on the positive momentum from previous price investments,” said John Mackey, Whole Foods Market co-founder and CEO.

The company said there will be double the number of exclusive weekly Prime member deals and deeper discounts. And that customers can expect more than 300 Prime member deals on popular items. Prime members can also receive an additional 10 percent off sale items throughout the store.

Amazon purchased Whole Foods in 2017 for $13.7 billion. Since then the online giant has been incorporating more Prime member deals and lowering prices.

The grocer has long been pegged with the “Whole Paycheck” nickname, something the company has tried to shake by promoting their in-house 365 Everyday Value brand and other budget-conscious promotions. In the last year Amazon and Whole Foods have expanded grocery delivery and pickup for customers.

Whole Foods has three locations in Western Pa. — East Liberty in Pittsburgh, Wexford, and Upper St. Clair.

"@amazon and @WholeFoods announce a third round of price cuts to begin Wednesday, offering new lower prices on fresh produce for all customers and expanded Prime benefits with more exclusive weekly deals on popular products across departments."https://t.co/gMozmItt4H pic.twitter.com/5nkZIdQ8tY

— Whole Foods PR (@WholeFoodsPR) April 1, 2019