Publix to reboot GreenWise format

Publix Super Markets on Friday said it would “reignite” its natural/specialty banner GreenWise with a new store opening in Tallahassee, Fla., next year.

"We are committed to being the retailer of choice for consumers who are looking for specialty, natural and organic products," Kevin Murphy, SVP of retail operations for the Lakeland, Fla. retailer, said in a statement. "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."

Publix built its first GreenWise store a decade ago in Palm Beach Gardens, Fla., and has other locations in Boca Raton and Tampa. Those stores grew out of the natural private brand founded in 2003 and departments at conventional Publix stores, also known as GreenWise.

Publix said it would reveal further details of the concept as it nears opening of the Tallahassee store, expected in late 2018.

Jay Jacobowitz, president of Brattleboro, Vt.-based natural-products consultant Retail Insights, in an interview with SN said he expected that the newer iteration would reflect “how much the market has moved” in natural, specialty and organic since 2007, including an invasion from smaller, price-focused natural food stores like Lucky’s Market and Sprouts which have opened multiple locations in Florida over the last year, and increasing emphasis on the category by retailers like Costco and Kroger.

“GreenWise was a little ahead of the market 10 years ago, they were on par five years ago, and they may be slightly behind today,” Jacobowitz said. “I would expect to see a shopping experience reflecting a core natural/organic/specialty set, and a little less of superficial covering on a traditional Publix.”

Publix said it would “aggressively look for additional GreenWise locations throughout its operating areas.”