Whole Foods = Whole Paycheck?

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Whole Foods is on a crusade to convince the public that its prices are not higher than its competitors, according to an article in today's New York Times (Whole Foods Talks Dollars and Cents).

The "organic food emporium" wants to be known for its low prices, and not the commonly uttered quip "Whole Foods, Whole Paycheck." They claim the common belief that Whole Foods' prices are higher than its competitors is simply not true, so they're coming out with some funky ads to help foster the image that the market chain is a place where values can be found.

Business Day recently surveyed the prices of several products at the Whole Foods, Food Emporium, Trader Joe's and Walgreen's in the Union Square area of Manhattan. In several cases, Whole Foods' prices were, in fact, the lowest.

Anyone up for doing a comparison? Select five or ten products you can get at Whole Foods and another local grocery chain, and let us know what you find.

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Sara Kate is the founding editor of The Kitchn. She co-founded the site in 2005 and has since written three cookbooks. She is most recently the co-author of The Kitchn Cookbook, to be published in October 2014 by Clarkson Potter.