Posted on April 3, 2017

Major U.S. grocery chain to expand organic store concept

Publix currently operates 3 Greenwise stores

Publix Super Markets, Inc., the largest U.S. employee-owned supermarket chain, announced a plan to "reignite" its GreenWise store concept.

Lakeland, Fla.-based Publix operates 1,146 stores, generating about $34 billion annually, in Florida, Georgia, Alabama, Tennessee, South Carolina and North Carolina. The company currently operates three Greenwise stores in Florida: in Boca Raton, Tampa, and Palm Beach Gardens.

The company also currently sells organic and natural groceries under the GreenWise label, which it launched in 2003 "for those of us who pay extra attention to the types of food we put into our bodies on a daily basis."

Items with a GreenWise label meet one or more of the following requirements:

  • USDA Organic
  • Made with at least 70 percent organic ingredients
  • Contains no artificial preservatives, flavors, or colors; may contain colors from natural sources
  • Raised with no antibiotics or added hormones
  • Non-food products that make an environmental claim on the packaging

Publix said the first newly redesigned GreenWise is expected to debut late next year , located in Tallahassee, Fla., near Florida State University.

“Over the past several years, we have gained valuable insights from our existing GreenWise locations. By combining these learnings with customer feedback and market trends, we are better positioned to deliver on our vision of being the best at serving the evolving lifestyles of today’s consumer," said Kevin Murphy, Publix senior vice president of retail operations.

Publix said it will share additional details on the new GreenWise format closer to the store opening. The company said it "continues to aggressively look for additional GreenWise locations throughout its operating areas."

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