<p>Whole Foods is looking to revamp its image as an upscale grocer, known for pricey organic products, through the use of new lower-price initiatives and campaigns. Known for its 'whole' paycheck reputation, the retailer is increasingly emulating the discount tactics used by traditional supermarkets, according to a report in the Wall Street Journal. </p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>"The recession was a wake-up call for us," said co-Chief Executive Walter Robb in an interview. Whole Foods has launched this new strategy as it fends off a growing swarm of rivals competing for customers who are more pocketbook conscious.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><img src="https://cdn.andnowuknow.com/legacyWriterImages/wholefoods082213body.jpg" alt="Let the Bodies Hit the Site 082213" /></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>One of these latest initiatives consists of nationwide one day sales and "flash" sales on specific items promoted on Twitter and Facebook that run for a few hours. For example, Whole Foods promoted 5 Hass avocados for $5 on Aug. 16 and a five-hour buy-one-get-one-free deal on ice cream last month. Other one-day sales are increasing on items like blueberries, mangos, salmon, and organic chicken.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>The chain has also increasingly been opening new stores in smaller markets, suburbs and lower-income urban areas such as Detroit, where Whole Foods has added more conventional fruits and vegetables at lower prices than the organic offerings. A New Orleans store is slated for later this year. </p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>Meanwhile, competition has ramped up from other natural grocers as well as traditional supermarkets that are expanding their selection of natural and organic products. Kroger has been trying to attract a more affluent clientele in certain markets with items like dry-aged beef, fancy cheese and a larger vitamin section. Agreeing to acquire upscale grocer Harris Teeter Supermarkets last month is a further move into the high-end segment. More direct rivals such as The Fresh Market Inc. and Sprouts Farmers Market Inc., have been opening more stores.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">But Mr. Robb told investors last month that the chain is going to engage in "more aggressive price matching against select competitors," and said price reductions and promotions could start "nipping gross margins a little bit." He also noted that, customers who have been buying discounted items mostly have ended up also purchasing other items, but he acknowledged the company must be careful not to overdo the sales. And many consumers still aren't convinced Whole Foods is a good deal. "People are stuck in the past about what Whole Foods is in the marketplace," Mr. Robb said.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>Will Whole Foods be able to satisfy the demands of multiple demographics? Stay tuned as we watch the new strategy take effect.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href=" http://online.wsj.com/article/SB10001424127887323455104579015162135676136.html" target="_new"> Whole Foods</a></p><hr class="legacyRuler"><hr class="invisible minimal-padding">
