Whole Foods Market to cut prices on hundreds of items starting Wednesday

Instacart's founder wants to make grocery shopping effortless

Whole Foods' "whole paycheck" nickname refers jokingly to the amount of one's paycheck that gets spent at the high-end food seller, known for its high-quality organic goods and fresh baked breads made from quinoa and flaxseeds.

"Over time Whole Foods' prices have slowly crept back up", Edward Jones analyst Brian Yarbrough told The Post.

Considering this is Amazon, Prime members will receive the most number of deals possible, including double the weekly specials Whole Foods is now offering.

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"Amazon's plans to cut prices on hundreds of products at Whole Foods, as well as offer expanded benefits to its Prime members, recognizes the cutthroat competitive landscape in food retailing, led by Walmart's relentless push to continue expanding its leading market position in the segment", Moody's O'Shea said.

The latest cuts affect a number of aisles, but specifically produce, such as greens, tomatoes, and tropical fruits.

Despite this effort, a bombshellWall Street Journal report in February found that Whole Foods prices were actually climbing, something the retailer blamed on increasing inflation. Prepared sandwiches and wraps also will be 20 percent off, among other deals.

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In addition to lower prices for all shoppers, Prime members will now "save more than ever before" at Whole Foods locations due to more member deals and discounts. Members get an additional 10 percent off 20 deals each week and can save more on at least 300 items regularly stocked in stores.

Mackey added that the company will continue to focus on lowering prices. New members can try Prime free for 30 days.

Some Whole Foods employees are scheduled to work overnight Tuesday and early-morning shifts on Wednesday to switch out tags to reflect the new prices and to hang orange signs promoting them, the newspaper reported. The company did not, however, address its part-time workers.

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