Last week I shared the fallen-from-financial-markets-grace story of Whole Foods Markets. Once the organic juggernaut of supermarkets Whole Foods allowed the competition to catch up without much of a fight. Now they’re closing stores.

They’re also making what I think is a BIG mistake. Whole Foods is now discounting prices to get closer to the new competitors, mainly Kroger, Wal-Mart, and Costco. In addition, they’re opening new locations called “365 by Whole Foods” time at the value-conscious shopper — i.e cheaper prices.

Dumb. Dumb. Dumb.

Watch this week’s Uncopyable Rambling and hear what I think they should do to get their mojo back.

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