Whole Foods Market Cutting Prices

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Seattle and Austin, TX—Whole Foods Market and Amazon are cutting prices beginning Wednesday April 3. Prices will be reduced on fresh produce for all customers, and more exclusive deals will be offered for many popular products for Prime members, according to a press release.

This news is in contrast with news from February noting that Whole Foods was raising prices.

The lower prices will be on peak-of-season produce such as tomatoes, tropical fruits, greens and more, with prices such as $1 mangoes. According to the release, the prices are reduced by 20% on average on specific items in the store. For Prime members, there will be double the amount of exclusive weekly Prime deals with bigger discounts as well as an additional 10% on hundreds of sale items.

Examples of some of the Prime deals, according to the release:

  • Organic asparagus: $2.99/lb, save $2
  • Animal welfare-rated, bone in pork loin chops: $4.99/lb, save at least $2
  • Fresh, sustainable wild-caught halibut fillet: $16.99/lb, save at least 35%
  • 35% off all Justin’s brand products
  • $20 off Vega One Organic Shakes (24.3-26.9 oz. sizes only)
  • 40% off all Kite Hill plant-based products
  • 35% off all Epic brand products
  • Prepared sandwiches and wraps: 20% off

John Mackey, Whole Foods Market CEO and co-founder, said in the release: “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. The standards for how our products are sourced, grown and produced are powerful and set Whole Foods Market apart from the competition. We will continue to focus on both lowering prices and bringing customers the quality they trust and the innovative assortment they expect from our brand.”

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