"Shawn Hebb may have one of America's toughest jobs: convincing people that Whole Foods Market Inc. (NASDAQ: WFMI) can be an economical place to shop," according to The New York Times. I would beg to disagree. His job is the toughest, even harder than John McCain's campaign manager or Michael Vick's PR consultant.

Hebb is the guy who gives tours of America's most uptight grocery chain to convince shoppers that they do not necessarily need to spend $10 for an apple. How bad are things at Whole Foods that the company needs to teach people how to shop?

Whole Foods, down 48% this year, also may be a victim of its own success. Even my humble neighborhood grocery store offers a pretty good selection of organic goods such as Earth's Best baby food and Kashi cereal. I even bought some wild Alaskan salmon on sale a few weeks ago. Why on earth would I need to make a special trip to Whole Foods or any other upscale grocery chain given high gas prices.

Even more troubling, according to The Times, is that interest in organic food is leveling off. This leaves Whole Foods in a real organic pickle. "...a big question for Whole Foods is whether even its core customers will continue to pay prices like $6.99 a pound for all-natural, air-chilled chicken breast or $12 for a bag of cherries," the Times says.

Many customers are probably saying goodbye to Whole Foods and hello to Wal-Mart Stores Inc. (NYSE: WMT).

The Great Atlantic & Pacific Tea Company (NYSE: GAP), better known as SuperFresh and Pathmark grocery stores, is in the midst of a remodel and turnaround that seems to be working.

It is, however, a bit difficult to parse an earnings release that states "our annualized run-rate of synergies is approximately $100 million." Good thing that the "format driven capital investment program" continues to improve. Clearly, CEO Eric Claus wants investors to believe these factoids are positive and meaningful pieces of information.

In more concrete terms, same store sales are up 3% and the company is remodeling many of its locations in the New York-New Jersey area in order to expand its market share. Sales increased $1.2 billion to $2.9 billion, so the trend is in the right direction. Quarterly adjusted income from operations was $16 million, compared to an $8 million adjusted loss from operations one year ago. 1Q loss per share was $0.51 compared to $1.54 loss per share one year ago.

Given the steep rise in food prices, forecast to worsen into the winter, A&P is well positioned to attract value-driven grocery shoppers. The stock has recently fallen under $18, though it is inching back up today.