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    Whole Foods Fights ‘Whole Paycheck’ Image with New Deals

    Whole Foods Market, the natural and organic foods retailer widely saddled with the nickname “Whole Paycheck,” is trying to live down its high-priced image with a new national program of discounts, coupons, shopping tips, and budget recipes.

    Whole Foods Market, the natural and organic foods retailer widely saddled with the nickname “Whole Paycheck,” is trying to live down its high-priced image with a new national program of discounts, coupons, shopping tips, and budget recipes.

    The company said yesterday that its new program, being launched during a time of record-high worldwide food inflation, should help its shoppers “continue to enjoy quality organic and natural foods while stretching their food dollar.”

    The Austin, Texas-based chain has also made space on its Web site for customers to upload their own tips on how to enjoy a Whole Foods lifestyle while sticking to their budget.

    The centerpiece of the program, called "The Real Deal," is a quarterly value guide available in stores as of July 17. The 28-page guide features meal plans and recipes on a budget, department-specific tips and savings, 365 Everyday Value product deals, and information about Whole Foods' commitment to Quality Standards, the grocer said.

    Whole Foods is also collaborating with Mambo Sprouts.com, a leading coupon company in the natural products industry, to deliver customers coupons. The coupons will also be in the value guide.    
     
    As part of "The Real Deal," customers will find specially priced items promoted as "Real Steals," in featured departments. Real Steal tags will identify the discounted items. Whole Foods said examples of Real Steals include whole golden pineapples for $2.99; frozen, sweet, and wild Whole Catch Patagonian Scallops for $6.99; and Whole Ranch Sausages for $4.99.

    Last month, Whole Foods introduced a similar money-saving initiative called “Value Tips, Tours, and Top Sellers.” That program includes store tours designed to help shoppers save money, and a list of the top values in its stores.

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