Whole Foods is reading the writing on the wall. As consumers look for way to cut spending costs across the board, Whole Foods implements a value program called "The Real Deal" designed to provide special discounts to thrift-oriented customers. The 28-page quarterly value guide will be available in stores starting July 17, and will feature money-saving coupons, product discounts, meal plans and low-cost recipes. Hopefully "The Real Deal" will also feature real discounts for real foods, not just overly processed organic foods.