Whole Foods has the "Whole Paycheck" nickname for a reason: All that organic food and fancy juice is crazy expensive. But the company might be finally feeling the effects of those high prices, and they're making moves to make their products cheaper.

Business Insider reports that the chain has seen a dip in sales this past quarter, which was the first such drop since 2009. Stocks are also down from last year, according to the New York Times, especially now that stores like Costco and Walmart sell organic food now. And Whole Foods' strategy to turn things around will be great on your wallet. 

"If we had a magic bullet, we've already shot it," Whole Foods co-CEO John Mackey said on an earnings call. "We don't think there's anything we can do immediately except increase promotional activity to drive sales. We think it's basic blocking and tackling."

That promotional activity may include sales on products like produce, meat, and fish, plus limited time sales on various items within the store. It's a plan that could help Whole Foods compete with a growing number of businesses that also sell organic food, but at less-than-premium prices. 

This strategy affects the main Whole Foods chain, but the company is also opening a line of less-expensive 365 by Whole Foods Market stores, the first of which will open in 2016. "In Whole Foods, you can find a wedge of brie for $2.99, and you can find a wedge of triple crème brie from France that's made with milk from grass-fed cows that sells for $40," Mackey told the Times. "You won't find any $40 brie at 365." And maybe now, that $40 brie will go for $35 or so.

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