Green Grocer
Publix Super Markets expands with new concept specializing in health, natural and organic foods.
Susan H. Fishman

Publix Super Markets is going green. The Southeastern-based grocer is opening its first Publix GreenWise Market later this year in Palm Beach Gardens, Florida.

Publix GreenWise is a three-part concept, the first part being the company’s private label on health, natural and organic items throughout all of its traditional Publix Super Markets. The second component is a Publix GreenWise Market magazine, and the third is the new Publix GreenWise Market with a focus on health, natural and organic items, as well as the expansion of Publix’s prepared foods section.

The concept for the new market came about as Publix’s private-label products, as well as a number of national brands, in the health, natural and organic sectors, continued to rise in sales.

Publix GreenWise Market is part of a three-part concept, which also includes a specialty, branded product line and a custom magazine.

“We dedicated a team to research this trend, and it’s really evolved as not just a trend, but a way of life,” notes Maria Brous, director of media and community relations for Lakeland, Florida-based Publix. “We really listened to our customers and watched the products they were purchasing, and decided it was the right time for us to invest in a separate market.”

Publix GreenWise remains a test concept for the company, but after in-depth studies of the health, natural and organic sectors, Publix has decided to expand its Publix GreenWise Markets to include two additional locations in Vero Beach, Florida (a conversion of an existing Publix store) and Tampa, Florida (a newly constructed building). Currently work is underway on the location in Palm Beach Gardens, which is set to open late summer/early fall, as well as one in Boca Raton, Florida. Opening dates for the additional locations are not yet available.

“We want to make sure we have the right mix and variety for this type of location, but we expect to get a lot of feedback from our customers and determine where to go from here once we’ve opened the four locations,” says Brous.

There are many factors Publix considers when choosing locations for a traditional Publix, as well as a Publix GreenWise Market, Brous says.

The GreenWise paper products group.

“Simply, where would this kind of market do well? Where is the health, natural and organic sector high already among our customer base? Where is there land availability? Where could we potentially expand this project? We really hope to get some good feedback as we identify locations.”

A traditional Publix ranges from 27,000 to 61,000 square feet, and the first GreenWise Market in Palm Beach Gardens is 39,000 square feet. The décor and product mix are still being finalized.

Within Publix’s traditional walls, there’s only so much health, natural and organic that it can provide customers because there is a limited amount of skews that it can have within its system.

“So first and foremost is the selection at a GreenWise Market,” notes Brous. “The second part is the expansion of the gourmet selection of foods that will be prepared for our customers.”

Publix GreenWise Market will have a focus on health, natural and organic items.

A large component of the health, natural and organic market for Publix is the educational process that the company has undergone and passed on to its customers.

With the GreenWise Market, Publix hopes to capture the “foodie,” as well as the person who is just interested in health, natural and organic foods and trying to learn or research information.

“Publix is a win-win for the community, our customers and for shopping centers,” says Brous. “We’re 76 years young and a stable force within the market, and we give back to the community. Whether it’s a Publix GreenWise Market or a traditional Publix, we’re a good neighbor.”


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