Times are tough and consumers, even those who shop at Whole Foods, are looking for ways to save money on their grocery bills. Last week, the chain dubbed "Whole Paycheck" announced it was launching "The Real Deal" program to offer consumers discounts, money-saving coupons and shopping tips on the natural and organic products sold in its stores. What does the development of "The Real Deal" program say about how Whole Foods is faring in the current economic and competitive environment?

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