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Whole Foods Market slashing prices on 'hundreds' of items this week

Whole Foods Market slashing prices on 'hundreds' of items this week

Whole Foods Market flagship store in Austin
Whole Foods is cutting prices on hundreds of items. Photo courtesy of Whole Foods Market

Texas-based Whole Foods Market is preparing for another round of price cuts. Beginning April 3, all shoppers can expect lower prices on produce and expanded deals on popular products for Prime members.

Amazon, the grocer's parent company, announced the news on April 1, curiously timed considering it was April Fool's Day and Whole Foods prices are sometimes considered laughable.

According to the release, Whole Foods customers can expect an average 20-percent price reduction on hundreds of items, including "high quality, peak-of-season produce." For April, that means fruits and vegetables like rainbow chard, mangoes, and cherry tomatoes.

"The standards for how our products are sourced, grown and produced are powerful and set Whole Foods Market apart from the competition," said Whole Foods CEO John Mackey in a release. "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.”

Considering this is Amazon, Prime members will receive the most number of deals possible, including double the weekly specials Whole Foods is currently offering. Beginning on Wednesday, Prime shoppers will see price cuts on the store's most popular items. In April, for example, this means weekly deals on everything from whole, antibiotic-free chickens ($1.79 per pound) to 35 percent off Justin's brand products.

The latest news marks the third round of price reductions since the Seattle-based tech company purchased Austin's homegrown grocer in August 2017.

“When Whole Foods Market joined the Amazon family, we set out to make healthy and organic food more accessible. Over the last year, we’ve been working together tirelessly to pass on savings to customers,” said Jeff Wilke, CEO of Amazon Worldwide Consumer.

Despite this effort, a bombshell Wall Street Journal report in February found that Whole Foods prices were actually climbing, something the retailer blamed on increasing inflation. According to the WSJ, the price hike averaged out to a costly $.66 per item, something it seems the company is trying to counteract with this latest news.

Current Prime members and shoppers can find a current list of deals here, plus information on how to use Prime to cash in on the new price cuts.