Whole Foods announces price drops, new focus for its recently acquired Wild Oats stores

AUSTIN, Texas In an effort to win over Wild Oats Markets shoppers in the wake of a contentious acquisition process that included a government challenge, Whole Foods Market announced its plans for the Rocky Mountain region, including a permanent cut in prices and a focus on shoppers in a hurry, Reuters reported.

Following a court decision at the beginning of the week that effectively ended the Federal Trade Commission’s challenge of the $565 million deal, Austin, Texas-based Whole Foods is making an effort to show Wild Oats shoppers that, far from the government’s claims, the deal would lead to lower prices and improved stores.

The first full-service Wild Oats store, located in Boulder, Colo., will be the experimental base for Whole Foods Market Express. Whole foods has also said that it will cut prices at all 23 Wild Oats locations in the region—including Colorado, New Mexico, Kansas, Utah, Idaho and Kansas City, Mo.—and offer a 10-percent-off weekend.

While Wild Oats had already closed some of its underperforming locations, Whole Foods said to expect more. In addition, the company will be selling off Wild Oats’ 35 Henry’s and Sun Harvest stores and a distribution center to Smart & Final, located in Los Angeles, according to Reuters.