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Publix Slates Next-Gen GreenWise for Boca Raton

Retailer steps up specialty format expansion amid escalating competition
WGB Staff

Publix Super Markets is continuing its GreenWise renaissance with a new store planned for Boca Raton, Fla., which will be located less than 3 miles from an existing GreenWise location that opened amid the retailer's initial rollout of the specialty natural and organic format in 2007.

Publix had put the concept on hold in 2007 until announcing a revamped model about a year ago. New stores under the banner are set for Tallahassee, Fla., expected to open in October; Mount Pleasant, S.C.; and its hometown of Lakeland, Fla.

“We learned a lot from the Publix GreenWise Market currently in Boca Raton and are excited to launch this new shopping destination,” Publix SVP of of Retail Operations Kevin Murphy said in a statement. “The new GreenWise Market concept features a simplified environment designed to show off our unique and house-made offerings. We believe our customers will appreciate our curated selection.”

Publix said it has not determined an opening date for the Boca Raton unit and gave no indication of how, if at all, the existing GreenWise store in that community might be affected by the new unit.

The GreenWise push comes as Publix faces additional competition from fresh-format retailers such as Sprouts and Kroger’s Lucky’s Market brand, which are rapidly expanding in the Southeast.

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