GENUARDI'S ENTERS WHOLE HEALTH NATURALLY

MATTHEW W. EVANS

NORRISTOWN, Pa. -- With the Nov. 2 opening of Genuardi's Family Markets' 35th unit in Wynnewood, Pa., the company will debut Genuardi's Naturally, its whole-health concept.

"It's the first time we've pulled together an abundance of items that fall under that category," said Alan Tempest, director of marketing services for Genuardi's. "Within our typical store we may have a few of these items sprinkled throughout the various departments."

"It's a segregated whole-health section," said Cynthia Tice, principal, Whole Health Integration Services. The marketing and sales consulting and merchandising firm in Cherry Hill, N.J., has been assisting the retailer in developing its wellness format. "Although Genuardi's has done some integration with natural products in the past, this is a new format for them," she explained.

Tempest was unable to provide specifics as to what products will be sold in the new department, however. Comment from other officials at the chain was unavailable before press time.

Built on the site of a former Wanamaker department store in the suburbs immediately west of Philadelphia, the Wynnewood store will be one of several new Genuardi's openings before the end of the year. Two more brand new units will immediately follow it. Nearly two weeks later, on Nov. 15, a unit in East Marlborough, Pa. will open, followed by a new store in King of Prussia, Pa., on Dec. 6. Out of these three, only the store where Genuardi's Naturally takes a bow will house the department.