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New specialty food store is third of 10 locations announced.

Russell Redman

July 2, 2019

3 Min Read
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Publix Super Markets

Publix Super Markets now has three GreenWise Market stores up and running in three states.

The Lakeland, Florida-based grocery chain opened a 28,000-square-foot GreenWise store on June 27 in Mountain Brook, Alabama. Anchoring the upscale Lane Parke retail and apartment complex, the location is a converted Western Market store, one of two that Publix acquired in January. The other, in Vestavia Hills, Alabama, is being rebuilt as a 35,000-square-foot Publix supermarket.

“While the location of our GreenWise Market is familiar to the residents of Mountain Brook, we believe they will be pleasantly surprised by the changes we have made,” Publix President Kevin Murphy said in a statement. “We look forward to sharing the GreenWise experience and helping our customers discover unique and trendy products.”

Focusing on specialty, natural and organic food, as well as local offerings, GreenWise Markets are smaller than traditional Publix supermarkets—sized at around 25,000 square feet—and are aimed at customers focused on healthy lifestyles and foodies looking to indulge, according to Publix.

Along with a beverage bar serving kombucha, locally roasted coffee, tea, wine, local beer and smoothies, the format offers house-made products such as smoked meats and sausages, store-prepared meals and grab-and-go food (made with antibiotic-free meats and organic cheeses and including vegan options); gourmet treats; body care products; natural vitamins and supplements; and bulk items. Departments also feature prominent signage to make it easier for customers to find what they’re looking for, such as “Pours” for the beverage bar, “Eats” for prepared food and “Finds” for beer and wine. There’s also a seating area.

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The Lane Parke website said the Mountain Brook GreenWise houses a 7,000-bottle “meticulously curated” wine selection, and fresh-made meals include pasta, burritos, Asian bowls and pizza. Publix noted that the store, located at 1000 Jemison Lane, also includes a large-scale photographic mural of the surrounding area by local artist Jamie Carnathan.

Customers, too, can sign up for GreenWise Market Rewards, a loyalty program that provides personalized offers and digital coupons. The rewards can be redeemed only at GreenWise stores.

Publix opened the first GreenWise Market, a 29,000-square-foot store, on Oct. 4 in Tallahassee, Florida. That was followed by the opening of a 21,500-square-foot store in Mount Pleasant, South Carolina, in late May.

Another seven GreenWise locations are in the works. Slated to open this year are stores in Lakeland and Boca Raton, Florida, and Lexington, South Carolina. Other GreenWise outlets are planned for Fort Lauderdale, Odessa and Nocatee (Ponte Vedra Beach), Florida, and Marietta, Georgia. No opening dates have been announced.

Publix said it will continue to seek sites for more GreenWise stores across its Southeastern market area. Currently, the retailer operates 1,221 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia.

supermarket-news-logo-small.jpgThis piece originally appeared on Supermarket News, a New Hope Network sister website. Visit the site for more grocery trends and insights.

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