This past Saturday's New York Times had an intriguing article on how Whole Foods is trying to overcome its nickname, Whole Paycheck. Considering the high food prices sweeping the entire nation, this attempt is crucial for the company's survival. Since its financial peak in 2006, Whole Foods' stock has dropped more than 70 percent. The market for organic foods and specialty foods is in trouble.

A report from TNS Retail Forward produced a survey last month that shows that 20 percent of shoppers have altered where they purchase groceries because of the economy. To make matters worse for Whole Foods, market researching firms, like the Hartman Group, say that consumers are less interested in organic foods.

In this current economic environment, what is Whole Foods doing to change its image as an overpriced grocery store?

1. Offering more discounts
2. Increasing lower-priced store brands
3. Advertising products they sell at a good value
4. Organizing budget-focused store tours
   

Do you think Whole Foods will be able to suppress its nickname Whole Paycheck?

Whole Foods' plan to merge with Wild Oats Markets has just hit a snag.

The Federal Trade Commission is trying to stop the proposed merger, saying that if the two organic foods giants get together it would lead to higher prices and be bad for consumers. But Whole Foods chairman John P. Mackey says in a statement:

"The F.T.C. has failed to recognize the robust competition in the supermarket industry, which has grown more intense as competitors increase their offerings of natural, organic and fresh products; renovate their stores; and open stores with new banners and formats resembling Whole Foods Market."

Whole Foods had announced in February that they were going to buy Wild Oats Markets for $565 million.

There are so many food issues to think about when you hit the market to do grocery shopping.  Store brand versus national brand. Sale versus regular. Organic vs conventional. Locally grown vs imported. Every company is promoting at least one thing (sometimes all things) at a time.With organics going mainstream, and organic farms getting larger and more efficient/industrial, more community and eco-conscious people are turning towards supporting local growers and patronizing farmers markets, rather than blindly opting for organics of unknown origin.

Following this trend and keeping itself ahead of the curve, Whole Foods has just pledged to spend an additional $10 million each year to further support locally grown foods. John Mackey one of the co-founders of Whole Foods said that some stores "would use parts of their parking lots on Sundays to host open-air markets for nearby farms and [all] would redouble efforts to buy from local producers."

The question is, will this move encourage you to shop at Whole Foods, knowing that you are more likely to be supporting local growers/producers that you might not otherwise have access to?