After years of blithely brushing off the nickname “Whole Paycheck” as it counted its profits, Whole Foods Market is making a concerted effort to overcome its image as an overpriced destination store by marketing value as vigorously as it has always marketed health in hopes of turning around a significant downturn in profits. “Sure, at Whole Foods Market you can buy a rare $39.99 bottle of certified-organic, estate-bottled Tuscan extra-virgin olive oil that costs more than a bottle of
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