On April 1, 2009, the above image was taken from the home page of Whole Foods Market's web site. It's great to see the chain having a sense of humor over the "Whole Paycheck" nickname. The New York Times had an article last summer titled "Whole Foods Looks for a Fresh Image in Lean Times" that examined whether or not the nickname was deserved. The chain does get a much better distribution deal through UNFI and can offer better value for some natural/organic products than you might find elsewhere. For example, Putney Pasta's killer Skillet Meals sell at Whole Foods for $8.99 -- I've seen them in other places for sometimes over $10 and once over $11.
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