Publix to Get GreenWise in Lakeland

Publix Super Markets will open a 25,000-square-foot GreenWise specialty natural/organic format in its home city of Lakeland, Fla.

The Lakeland location is the third GreenWise announcement by Publix since it resumed development of the banner under a revised design and approach in September. Other units are under construction in Tallahassee, Fla., expected to open in September; and in Mount Pleasant, S.C., with an expected opening in early 2019.

The company did not announce an opening date for the forthcoming Lakeland GreenWise, which is located close to the company's headquarters and across the street from an existing Publix store in Lake Miriam Plaza on South Florida Avenue.

The regional retailer first opened three GreenWise stores in 2007. But further rollout of the concept was put on hold while Publix used conventional stores to expand its geographic reach, including using GreenWise as a brand for natural and organic private label products inside them.

In recent years, however, Publix’s strongholds in Georgia, Florida and the Carolinas have seen a heavy influx of specialty formats such as Spouts Farmer’s Market, Lucky’s Market, Earth Fare and The Fresh Market. Officials in the meantime said they learned from the first GreenWise fleet and will apply those lessons to the new sites on the way.

“Our new GreenWise Market concept celebrates specialty, natural and organic foods, and we think foodies and health-conscious customers alike will love what the store will offer,” Kevin Murphy, SVP of retail operations for Publix, said in a release. “We’re especially excited to announce a location in our hometown.”

Publix is also growing its portfolio of owned real estate, and it now owns nearly one-third of its stores. The company owned 31.8% of its stores last year, up from 29% in 2016, according to its 2017 annual report. In addition to now owning nearly one-third of its stores' real estate, the chain said it plans to invest more than $1 billion this year to further the effort to acquire properties.