Dive Brief:

• Whole Foods is testing a discount card that offers shoppers a 10% discount on the chain's private-label products.
• The test is underway at eight stores in Illinois, Indiana and Florida, according to a report by Bloomberg News.
• Whole Foods has been selling products under its 365 private label since 1977, but expanded the offering to include organics in 2001. The grocer offers coupons through its in-house magazine, but has never before offered a discount or loyalty card.

Dive Insight:

We want one! We really, really, really want a Whole Foods discount card. And we'd guess that everyone of our food-obsessed neighbors wants one too. We all spend too much money at Whole Foods. And none of us seem capable of abandoning the place for a more cost-conscious store. Here's hoping Whole Foods rolls the card out nationally .. and quickly.