Austin, Texas — Whole Foods Market here last week said it believes that its efforts to improve its price image are yielding some results, although same-store sales are projected to remain negative this year. “We started pushing hard on our value programs last May, and while it hasn't been an overnight shift, we believe we are starting to change the dialogue about our prices and hopefully the perception as well,” said John Mackey, chairman and chief executive officer, in a conference call ...

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