Publix Super Markets last week took the wraps off its new GreenWise Market concept store near Florida State University and Florida A&M University in Tallahassee. As the first of five planned locations for the Lakeland, Fla.-based retailer’s new small-format specialty banner, the store represents the next generation of the GreenWise format, which Publix had put on hold in 2007 until announcing the revamped model about a year ago. “The customers in this growing market are looking for a brand they trust, and we are confident GreenWise Market will be their specialty, natural and organic store of choice," said Publix SVP of Retail Operations Kevin Murphy.
The convenience-focused GreenWise Market puts fresh prepared foods front and center in its Eats department, which features handcrafted sandwiches, acai bowls, gourmet pizzas, burritos, bowls, sushi, organic cheeses and vegan items. “With our new-format GreenWise Market, we will offer today’s natural and specialty customer the new and interesting products they are looking for while setting the stage to provide a uniquely different shopping experience,” said Murphy.
The meat department, aptly named Cuts, showcases antibiotic- and hormone-free choices, house-made fresh sausage and an expanded line of sustainably sourced seafood certified by the Marine Stewardship Council. The new GreenWise Market offers a loyalty rewards program, which enables customers to receive personalized offers and digital coupons. Although currently only redeemable at the Tallahassee GreenWise Market, future locations will accept the rewards offers as they open.
A one-stop shop for entertaining needs, the Finds department houses curated selections of wine, beer, spiked seltzer, imported cheeses and massive gouda wheels. The Tallahassee GreenWise Market also boasts a beverage bar serving kombucha, local craft beer, wine, smoothies and locally roasted coffee, as well as a large mezzanine where customers can eat and connect.
Fitting with the healthy living focus of the new GreenWise Market is its Care department, which offers an array of personal products ranging from vitamins and nutritional supplements to natural soaps and shampoos. A mixed media mural by Tallahassee artist Charity Myers is among the store’s other unique features.