At Tier 1 Investments, I seek out and invest in elite businesses. These include companies with the most valuable brands, best management, superior products and services, and strongest competitive advantages.

You may have heard your friends refer to Whole Foods (NASDAQ:WFM) as "whole paycheck," in reference to its high prices. Whether that's a bad rap or not, perceptions can damage a brand. But can the grocery stalwart clear out this bruised fruit without getting into a defensive price-war?

Joe Tenebruso's Tier 1 Portfolio holds shares of Whole Foods. Richard Engdahl has no position in any stocks mentioned. The Motley Fool recommends Whole Foods Market. The Motley Fool owns shares of Whole Foods Market. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.