Further expanding its small-format banner, Publix Super Markets has revealed three new GreenWise Market locations across Florida and South Carolina, including Odessa, Fla.; Nocatee, Fla.; and Lexington, S.C.
The retailer in October debuted the refreshed specialty concept store in Tallahassee, Fla., after announcing the new model in 2017. Designed for convenience and healthy living, GreenWise Market emphasizes specialty, natural and organic items, featuring modern concepts such as a beverage bar with kombucha, roasted coffee, wine, beers and smoothies. The banner also touts an array of local and unique products, gourmet treats, body care and bulk items.
“We’re creating a community gathering place where high-quality natural and organic products are the center of what we offer,” Publix President Kevin Murphy said in a statement. “And we’re helping our customers support their healthy lifestyle with convenient in-house prepared meals and grab-and-go options made from organic and antibiotic-free ingredients.”
Competing in a crowded market of similar concept stores, including Lucky’s Market, Sprouts Farmers Market, Earth Fare and the Fresh Market, Publix is seeking to rapidly expand the GreenWise banner. The retailer has previously announced additional store locations throughout the Southeast, including Mount Pleasant, S.C.; Lakeland, Fla.; Boca Raton, Fla.; Marietta, Ga.; Mountain Brook, Ala.; and Fort Lauderdale, Fla.
The doors of the Mount Pleasant and Mountain Brook stores are slated to open this summer, and the launch of the Lakeland and Boca Raton stores is anticipated for later this year. Publix said it is continuing to search for additional GreenWise locations throughout its operating area.
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.