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Publix announces ‘GreenWise Market 2.0’ and plans for more openings

US supermarket chain Publix, which operates over 1200 outlets across Southeastern United States, is to open several more dedicated natural and organic stores under its Greenwise Market sub-brand. 

Publix – an employee-owned business with roots going back to the 1930s – launched the in-house GreenWise brand in 2003 to meet the growing demand for organic and natural food products. In 2007 it opened its first concept market for the GreenWise brand in Palm Beach Gardens, Florida, adding locations in Boca Raton and Tampa in 2008.

From 2008 to 2016, the company focused on a “hybrid” concept instead, integrating the GreenWise concept into traditional Publix stores. Approximately half of locations built since 2008 are considered hybrid stores. In 2017, the company announced they would resume building standalone GreenWise locations

Now, Publix says it has plans to open ‘Greenwise 2.0’ stores  in several more Florida neighbourhoods and one in South Carolina within a year.

Kevin Murphy, senior vice president of retail operations at Publix, told the US trade website Supermarket News: “We learned a lot from the Publix GreenWise Market currently in Boca Raton and are excited to launch this new shopping destination. 

“The new GreenWise Market concept features a simplified environment designed to show off our unique and house-made offerings. We believe our customers will appreciate our curated selection.”

Retail pundits says the new  lot less like Whole Foods — which you could argue the 2008 GreenWise wave was built to combat — and a lot more like speciality niche stores Lucky’s Market, Earthfare and Sprouts Farmers Market.

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About the Author

Jim Manson

Writer & Editor
Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

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