Whole Foods will offer lower prices on a selection of best-selling grocery staples across its stores, including responsibly-farmed salmon and tilapia. 

“We’re determined to make healthy and organic food affordable for everyone. Everybody should be able to eat Whole Foods Market quality,” CEO of Amazon Worldwide Consumer Jeff Wilke said. “We will lower prices without compromising Whole Foods Market’s long-held commitment to the highest standards.”

Some of Whole Foods’ seafood pricing changes are immediate, and more price drops in the near future, according to Wilke. The company also announced Amazon Prime will become the customer rewards program at Whole Foods Market and the two retailers will “continuously lower prices as we invent together,” Wilke said.

Steven Johnson, grocerant guru at consultancy Foodservice Solutions, told SeafoodSource, said a price war on seafood had already been initiated by Aldi’s introduction of lower-priced fresh seafood in July. But with Whole Foods’ new push for cheaper seafood, all grocery retailers – particularly more upscale chains such as Kroger and Publix Super Markets – will be under enormous pressure to lower their fresh seafood prices, he said.

“You will see the price of fresh seafood coming down at the retail level everywhere,” Johnson said.

Source: Seafood Source // Original Article