Publix names more locations for GreenWise natural format

LAKELAND, FLA. —Publix has yet to open a single unit of its new GreenWise natural food concept, but it’s expanding the format anyway. The company has announced that it will add two new locations, in Naples and Coral Springs, Fla., to the list of GreenWise Markets that are under development.

Publix previously announced four Florida locations for the GreenWise rollout scheduled to begin in early fall: Palm Beach Gardens, Vero Beach, Boca Raton and Tampa. GreenWise was originally developed as a private label and in-store merchandising banner, but Publix has been evolving rapidly from a mainstream supermarket chain that does everything very well into an increasingly refined food retailing operation. As it has, the company has evinced an interest in developing specialty concepts, debuting a Latino-oriented store format, Sabor, in early 2005.

At the same time, Publix has demonstrated a growing interest in organic and natural foods. As GreenWise began appearing as a label in its supermarkets, Publix developed a publication under the name to extol the lifestyle benefits of a natural lifestyle and how its products fit in.

Although it’s months away from opening, Publix describes GreenWise Markets as a format dedicated to health and natural and organic products with an emphasis on prepared foods. So, in its GreenWise stores, Publix plans to do more than stock organic lettuce and granola. The company said that GreenWise was developed in response to competition from natural food retailers, but the new format also will position Publix to serve the sophisticated shopper with diverse choices depending upon preference and occasion.

The approach that Publix is taking to that shopper is increasingly multifaceted. At the time it announced the GreenWise initiative, Publix also said it is expanding its Apron’s Make-Ahead Meals initiative, one that encourages customers to register online for meals-assembly sessions where ready-to-cook ingredients—including prepared and semi-prepared elements—are packaged for them to freeze and use later. Publix Jacksonville and Lithia, Fla., stores will now offer the service.

Publix has also announced an expansion of its cooking schools, which it currently operates in Tampa, Sarasota and Jacksonville, Fla., to units in Boca Raton, Fla., and Alpharetta, Ga.

“We are always looking for ways to offer a variety of products in convenient locations,” said Publix spokeswoman Maria Brous. “These programs will allow us to provide our customers with more value and convenience.”