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Posted: 6:00 a.m. Tuesday, Nov. 12, 2013

Whole Foods locations will lower prices

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By Clark Howard

More competition in the organic foods market means lower prices for you if you want to eat healthier.

It's long been taken as an article of faith that in order to eat healthy, you had to blow the budget. That may have been true in the past, but no so much anymore.

Whole Foods is getting pricing pressure from Walmart Trader Joe's, Target, and other retailers. The Wall Street Journal reports, "Whole Foods has started offering more discounts, adding value-oriented brands, and matching lower prices of its competitors."

My executive producer Christa noted a lot of fresh organic produce the last time she was in Walmart at much lower prices vs. Whole Foods. Maybe I'll have to stop calling the company "Whole Paycheck" and call it "Three Quarters Paycheck."  

So don't believe you have to pay through the nose to eat healthy food. Whole Foods locations will lower prices because the marketplace is busting wide open with competition. Amazon will be a key price pressure point on Whole Foods as the online retailer continues rolling out home delivery of fresh produce and food items.

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