ATLANTA -- Food inflation is the worst it has been in 17 years. As consumers cut back, grocery stores are getting into a battle over bargains. Even high-end grocery stores, like Whole Foods Market, are trying to jump on the value bandwagon. Consumer advisor Clark Howard shows you how to save money at the grocery store.

Whole Foods has started the "Way to Shop" tour, a value tour that the is the grocery store's answer to rising prices.

Whole Foods has made some changes in the past few weeks to make the price at the checkout counter a little easier to swallow. There are more things on sale and the store now has value packs, something traditional grocery stores have had for years. And they're not shy about getting the message out with "Don't Be Fooled" signs comparing the price with regular grocery stores.

"Always look for the "Don't Be Fooled" signs because they're going to tell you exactly how much you're going to save per piece on everything," said Alisha Bess with Whole Foods.

Clark Howard said, "I found some surprises at the store. For instance, remember the report I did last month comparing grocery prices? The gallons of milk at most stores were $3.99 a gallon. At Whole Foods it's $3.69. And the store brand Whole Foods coffee? Way cheaper than Starbucks."

People don't go to Whole Foods to get the lowest grocery bill. So, the store is pushing the term "value" and they are trying to urge people to look at the quality they get for the price they pay.

"Our meat has no antibiotics, no added hormones and there are no animal byproducts in our meats," said Bess.

"Whole Foods is big on convenience," said Clark. "But pre-cut fruits and veggies will cost you more, so be careful on that aisle no matter where you shop. Still, if you're looking for a deal on convenience items, Whole Foods says it has that, too -- it's new showcase: the value meal."

A main dish and a salad to feed a family of four will cost you $14.99.

As the economy has turned sour, Whole Foods stock has taken a nosedive. They are hoping the new push on value will make a difference for the store's bottom line.

"Now, my favorite stores are where you find the rock bottom cheapest deals, but if you like Whole Foods, this tour might be for you," said Clark. "You get tricks on how to stretch your dollar, free samples and a gift bag at the end. Now, that's a deal."