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Publix adds sixth GreenWise Market location
New retail format to get second store in South Florida
Russell Redman
November 20, 2018
2 Min Read
After opening its first GreenWise Market last month, Publix Super Markets Inc. now plans a sixth location for the natural, organic and specialty food format.
The new GreenWise store will be located in Fort Lauderdale, Fla., on the southwest corner of Southeast Third Avenue and Southeast Second Street, Publix said. An opening date hasn’t been set yet.
The Lakeland, Fla.-based grocer noted that the Fort Lauderdale location will be its second GreenWise in South Florida. A GreenWise store is slated to open in Boca Raton next year.
“South Florida is such a large, diverse area, and we believe our customers in the Fort Lauderdale community will appreciate the environment and curated products at GreenWise Market,” Kevin Murphy, senior vice president of retail operations at Publix, said in a statement. “We’re excited to continue growing this new concept in our market area.”
The first GreenWise location (left) , a 29,000-square-foot store in Tallahassee, Fla., opened on Oct. 4. The format is targeted at customers focused on healthy lifestyles as well as “foodies” looking to indulge, according to Publix.
Offerings include a range of house-prepared meals and grab-and-go foods (made with antibiotic-free meats and organic cheeses and including vegan options); a beverage bar serving kombucha, locally roasted coffee, wine, local beer and smoothies; body care products; natural vitamins and supplements; bulk items; and a selection of local and unique products, the retailer said.
In addition, Publix has created a loyalty program for the format called GreenWise Market Rewards, which will allow customers who sign up to receive personalized offers and digital coupons. The rewards can be redeemed only at GreenWise stores.
The other planned GreenWise locations are Mount Pleasant, S.C.; Lakeland, Fla.; and Marietta, Ga. The 25,000-square-foot Mount Pleasant and Lakeland stores are expected to open in 2019. No opening timetable has been announced for the Marietta store. Publix has said it will seek more potential GreenWise sites across its Southeastern operating area.
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