Whole Foods Combats 'Whole Paycheck' Reputation By Cutting Prices

The grocery store chain Whole Foods—side-eyed by many as “Whole Paycheck”—began slashing prices on more than 500 items today, according to Fox Business. This announcement comes on the heels of the Wall Street Journal’s report that parent company Amazon has plans to open a separate, lower-priced grocery chain, with the first opening in LA as soon as this year.

Amazon reportedly says Whole Foods customers will now save an average of 20 percent on select purchases, and Amazon Prime members can expect to save an additional 10 percent off sales items. Fox Business specifically mentions a couple examples, noting organic strawberries will drop from $4.99 to $2.99 per pound while spiral-sliced ham will be available at a savings of at least 33 percent.

“When Whole Foods Market joined the Amazon family, we set out to make healthy and organic food more accessible. Over the last year, we’ve been working together tirelessly to pass on savings to customers,” said Jeff Wilke, CEO of Amazon Worldwide Consumer, in a statement.