The Calm Before the Next Big Storm

JULIE GALLAGHER

LAKELAND, Fla. — Publix Super Markets is getting shoppers hurricane-ready with an online tool that lets users customize a shopping list, locate shelters and map out an evacuation route.

The new feature, accessed at www.publix.com/storm, is the result of a partnership forged with OneStorm.org.

When creating shopping lists, OneStorm takes the dietary needs of family members into consideration, as well as a family's intention to evacuate or ride out a storm at home.

The tool was added to Publix's website earlier this month to coincide with the start of hurricane season, which runs from June 1 through Nov. 30.

“After the 2004 hurricane season, we focused on a culture of preparedness,” noted Maria Brous, Publix spokeswoman. “The best defense is to be prepared at the start of the hurricane season.”

Publix also recently began its in-store Storm Basics merchandising program. It includes the use of shelf talkers to identify non-perishable storm essentials, including peanut butter, jelly, bottled water and dried fruit.

Non-perishable, self-heating HeaterMeals entrees are available in select locations through November.

Last hurricane season, Publix preassembled boxes of Kosher-certified, shelf-stable foods such as powdered milk and pudding, but the chain decided not to renew the pilot this year. “The cost was too high to offer our customers a value,” said Brous.