On any given day, Natasha Calvert may be explaining to customers the difference between eggs from cage-free chickens and those from chickens fed an organic grass-only diet.
Calvert, store marketing specialist at Whole Foods Market on Hampden Avenue in Denver, leads “Value Tours” for any customer interested in walking through the store and hearing her tips for getting the best value for the money.
“This is for those who want to learn to shop smarter,” she said. “We take a close look at all the different value items we have in every department.”
Whole Foods launched the Value Tours program, available in almost all of its stores, this summer as a way to show customers how to get quality and not pay the “whole paycheck” prices for which the chain has developed a reputation.
Now that the economy is in a funk, consumers are more conscientious about spending than they were just a few years ago.
“The ‘whole paycheck’ moniker has really come back to bite in an environment where the consumers need to feel like they’re getting good value,” said Ed Aaron, an analyst with RBC Capital Markets.
Whole Foods has struggled to shake its reputation for high prices despite being able to price competitively, Aaron said.
The Whole Foods tours start in the produce section and move through the perimeter of the store into seafood, dairy, grocery and bulk, meat, bakery, prepared foods and whole body or health.
Many of the items highlighted on the tour are part of Whole Foods’ private-label 365 line, which includes more than 2,200 items. The tours also highlight bulk items.
“The tour is not just about finding the best prices in the department,” Calvert said. “It’s about learning the quality difference and the options they have available.”
That’s where those organic or cage-free eggs come in, she said, noting that once customers know the difference, they can better understand the difference in price and quality.
Marji Marshall has been on the tour three times. The owner of Mountain Fitness Training Center in Highlands Ranch has taken trainers and clients on the tour.
“We do it as part of our weight-loss program for women,” she said. “It teaches them how to buy for their families at Whole Foods because of the value of nutritious and organic foods.”
Marshall’s weight-loss program for women focuses on adding organic and whole foods rather than processed foods or supplements.
“It teaches people how they can afford to buy healthy for the same price they would be spending at King Soopers,” Marshall said. “In the last group, I know three women are now shopping on a regular basis at Whole Foods.”
Staff writer Alex McCarthy contributed to this report.
Elizabeth Aguilera: 303-954-1372 or eaguilera@denverpost.com
SALAD DRESSING
Whole Foods 365: $3.69
Newman’s Own: $3.99
Annie’s Naturals: $4.99
16-ounce bottles, regular prices
CANNED TUNA
Whole Foods 365 Tongol chunk light: $1.39
Crown Prince Tongol chunk light: $1.99
StarKist chunk light: $0.99
6-ounce can
