When Whole Foods Market Inc. (NASDAQ: WFM) reported fiscal third-quarter results in late July, the company beat the EPS estimate and narrowly missed on revenues. Same-store sales rose nearly 4%. But the share price dropped nearly 3% on downwardly revised full-year guidance. Shares are up about 1.8% since that day, and may go higher if the company can beat the lower estimates when it reports fourth-quarter and full-year results after markets close on Wednesday.

Analysts are expecting quarterly earnings per share of $0.32 on revenues of $3.26 billion. For the company’s full fiscal year, which ended in the September quarter, analysts are looking for EPS of $1.54 on revenues of $14.19.

At the end of its third quarter, Whole Foods guided sales growth for the year down from a previous range of 10.5% to 11.0% to a new range of 9.6% to 9.9%. Full-year same-store sales growth previously forecast at 5.0% to 5.5% was trimmed to a new range of 4.1% to 4.4%. Operating margin was also trimmed, from a prior range of 6.5% to 6.6% to a new range of 6.4% to 6.5%.

Whole Foods’ revised guidance on EPS worked out to $1.52 to $1.54, and analysts have settled on the higher figure. The consensus revenue estimate is also at the high end of Whole Foods’ range. Reported third-quarter same-store sales growth of 3.9% was the lowest in four years, and the company revised its guidance down four times over the year and the share price is down 37.5% over the past 12 months.

Whole Foods has lowered some prices to better compete with Kroger Co. (NYSE: KR) and Wal-Mart Stores Inc. (NYSE: WMT), which both tout their natural and organic foods. By doing so, however, the company forfeits its place at the high-end of the market. Its recent Responsibly Grown fresh-produce ranking system is likely aimed at returning to the store some pricing power for produce grown under more demanding conditions. This may be a turnaround effort that is loaded with unintended consequences.

Shortly after the market opened on Wednesday, the stock rose more than 1.5% to $40.45, in a 52-week range of $36.08 to $64.72.

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