Whole Foods Market is introducing a national program to provide specially priced product discounts and coupons for shoppers looking for lower prices on organic and natural foods.

The focal point of Whole Foods’ “The Real Deal” program is a new quarterly value guide carrying that title that it started distributing in its stores last week. The 28-page guide features meal plans, recipes and ‘365 Everyday Value’ product deals.

As part of the program, Whole Foods has partnered with Mambo Sprouts to issue coupons that will be included in the guide.

“Real Deal” signs in Whole Foods Markets will denote discounts on various produce offerings.

“Each quarterly issue of ‘The Real Deal’ value guide includes money-saving tips, budget recipes—each with a cost per serving—and a variety of menu plans for the week,” Mara Fleishman, Whole Foods Market special projects coordinator for national marketing, said in a statement.

Whole Foods has also introduced a customer tips page on its website where shoppers can share their tips with each other.

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