Whole Foods is facing increased competition from traditional grocery stores offering organic options at lower prices. While Whole Foods is known for its high-quality natural and organic products, many customers now see it as too expensive. The document proposes solutions for Whole Foods to address this problem, including emphasizing local produce to reduce costs, increasing product sampling to promote specialty items, and focusing PR efforts on quality, variety and service rather than price to convince customers its value outweighs the higher costs.