Publix to Reboot GreenWise Banner

Publix Super Markets Inc. has revealed its intention to “reignite” the GreenWise store concept. The first renovated store under the grocer’s gourmet, natural and organic food banner will be located near Florida State University at the southwest corner of Gaines Street and Railroad Avenue in Tallahassee, Fla., with plans to open its doors in late 2018.

“We are committed to being the retailer of choice for consumers who are looking for specialty, natural and organic products,” noted Kevin Murphy, SVP of retail operations at Lakeland, Fla.-based Publix. “Over the past several years, we have gained valuable insights from our existing GreenWise locations. By combining these learnings with customer feedback and market trends, we are better positioned to deliver on our vision of being the best at serving the evolving lifestyles of today’s consumer.”

According to the company, it will provide further details on the new GreenWise format closer to the Tallahassee store opening, and has begun “aggressively” searching for more GreenWise locations in the areas in which it operates.

The banner originally launched in 2007, in Palm Beach Gardens, Fla. Publix currently operates three GreenWise stores, two in South Florida and one in Tampa. Additionally, the grocer has offered a natural and organic private brand called GreenWise, encompassing both food and nonfood items, since 2003.

Publix has 1,146 stores in Florida, Georgia, Alabama, Tennessee, South Carolina and North Carolina.