Is Whole Foods lowering prices? Try a $3.99 wine

Nancy Luna

Orange County Register

July 29th, 2008

These days, shoppers are looking to save a buck — especially on groceries.

And, food retailers — Fresh & Easy, Ralphs, Stater Bros. and Wal-Mart — are accommodating these demands by promoting every day low prices on everything from milk to paper towels.

Now, even Whole Foods Market is getting into the act. The natural foods chain, nicknamed “Whole Paycheck” because of its steep prices, is now pushing its value deals.

Earlier this month, Whole Foods in Tustin introduced its version of Trader Joe’s Two Buck Chuck – a $3.99 wine. (CLICK on photo for more details)

Marketing supervisor Maria Mugica said the wine is exclusive to stores in Southern California, Arizona and Southern Nevada.

The Tustin store is also offering Value Tours this summer at 5 p.m. every Sunday, or by special appointment. The free tour is part of a chain- wide initiative to promote value prices at the chain. In other words, you don’t have to break the bank to get quality food at Whole Foods, the company says.

Tours focus on weekly specials on seasonal produce and low prices offered under the chain’s private label “365″ brand. For example, a 365 Glycerin soaps sell for 99 cents. (Yep…the world is not ending. There is something marked under a buck at Whole Foods.)

“We will point out our value and sale signs (and) talk about buying in season for the best tasting and most affordable fruits and vegetables,” Mugica said.

Tour-goers also get to taste food samples and receive gifts, coupons and a tip sheet for shopping on budget.

But, are the prices really that low, compared to other natural food chains such as Sprouts Farmers Market?

The Arizona-based market is expanding rapidly in the Southwest, and is becoming known for its affordable prices on organic and natural foods. Last week, Sprouts opened its second Orange County store in the old Whole Foods location on Holt Avenue in Tustin.

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