LAKELAND, Fla. — Even as Publix Super Markets plans to open its first GreenWise Markets store in Palm Beach Gardens, Fla., this fall, it continues to test different GreenWise formats in its stores.
At Publix's new store in upscale Lake Mary, Fla., the 550-square-foot GreenWise section is placed at the front and center of the store, where Publix's frozen aisles are typically located. In another variance from many other Publix stores, the GreenWise Market store-within-a-store section features most of the organic and natural products in the store — including fresh and frozen items — in this one department.
Many Publix stores currently have small GreenWise sections near the front of the store, while the majority of natural and organic items are segregated/integrated in GreenWise sections within traditional aisles.
“We do not take a cookie-cutter approach; rather, we tailor each store to meet the demands of the customer. This depends on the demographics and shopping patterns of customers within our stores,” said Maria Brous, spokeswoman for Publix.
Publix is trying all different types of GreenWise sections, based on customer shopping patterns and the layout of the stores, Brous added.
“There are some stores that have Publix GreenWise products integrated through the store design,” she said. “There are other locations that have a dedicated Publix GreenWise area that does not include fresh, frozen or produce items, and yet there is still another store design that allows for all Publix GreenWise shelf-stable, fresh and frozen products to run in one continuous line.”
As a result of the grouping of fresh, shelf-stable and frozen products in the Lake Mary store, Publix's GreenWise-branded products and certain national organic brands are emphasized more than in other stores.
The refrigerated cases along one aisle feature a 12-foot section of GreenWise milk and Silk soy milk, and 6 feet of organic and natural yogurts. In addition, much of the refrigerated space at the front of the department is devoted to organic produce, including 8 feet of organic lettuce, followed by 4 feet of refrigerated tofu products.
The frozen organic and natural foods section is also expansive, with eight doors at the front of the department.
Organic and natural deli meats and cheeses also receive significant play, in a brighter refrigerated case next to the freezer doors. The 4-foot refrigerated case features several natural meat SKUs from Applegate Farms and several varieties of sliced organic cheese from Organic Valley.