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Whole Foods hopes to shed pricey reputation




A shopper walks by organic products in a Whole Foods Market natural and organic food store in Tustin, California.
A shopper walks by organic products in a Whole Foods Market natural and organic food store in Tustin, California.
David McNew/Getty Images

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Whole Foods is one of those stores that some people love to hate and some hate to love. With aisles and aisles of high-end goods from arnica cream to organic zinfandel, there's a reason why the national chain has earned the nickname Whole Paycheck.

But according to the Wall Street Journal, the grocery store chain is trying to shed that "whole paycheck" image and be a bit more affordable. Reporter Julie Jargon joins the show with more.