Whole Foods is trying to change its image. The company is incredibly successful, has great quality products and his lovely to shop in. But people think it is too expensive. Some folks are willing to spend the money and Whole Foods has been doing quite well serving that demo. But other food stores are starting to offer organic, quality foods at better prices and people aren’t as loyal to Whole Foods. As a result, Whole Foods has started a campaign called “More of the Good Stuff for Less.” The company says it is competitively priced but doesn’t do a good job of marketing it. So, Whole Foods is going to start featuring their private label and store brands. Clark thinks they company is going to have a hard time shaking its expensive image, but we’ll see.