Whole Foods has been known for quality over quantity for many years. They may cost more, but the foods they offer are of a higher quality than most are accustomed to. Today they start shifting that business model some.

Starting today, Whole Foods is slashing prices. For the first time since 2017, they are lowering the cost of many fresh produce items. They are also offering steeper discounts on reduced price items.

Amazon, which owns the grocery store, has been integrating their Prime options into the shopping experience. With discounts for Prime members, and special, prime only, options. Amazon’s goal is to drive more Prime sales, while making existing customer’s happy.

How do you feel about these changes? Will lower prices also lower the quality of products? How do you feel it will affect the quality of their consumer base? What would you do differently?

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