Publix’s GreenWise Debuts in Tallahassee

GreenWise Market, Publix Super Market’s rebooted healthy-living store concept, has opened in Tallahassee, Fla., near Florida State University and Florida A&M University. The Tallahassee location is the first store to open since the grocer revealed last year that it was “reigniting” the banner, which was originally introduced back in 2007. 

“With our new-format GreenWise Market, we will offer today’s natural and specialty customer the new and interesting products they are looking for while setting the stage to provide a uniquely different shopping experience,” said Publix SVP of Retail Operations Kevin Murphy. “The customers in this growing market are looking for a brand they trust, and we are confident GreenWise Market will be their specialty, natural and organic store of choice.”

Among the new store’s features are a beverage bar offering kombucha, local craft beer, wine, smoothies and locally roasted coffee; a large mezzanine dining area; a mixed-media mural by Tallahassee artist Charity Myers; a range of prepared items, including handcrafted sandwiches, acai bowls, gourmet pizzas, burritos, bowls, sushi and sausage made in-house; local and organic produce; body care products; natural vitamins and supplements; and bulk items. The location also carries an expanded line of GreenWise seafood certified by the Marine Stewardship Council as coming from sustainable fisheries.

Customers can enroll in the GreenWise Market Rewards program to receive personalized offers and digital coupons, which are currently only redeemable at the Tallahassee location, although, as additional GreenWise stores open, they will also accept the rewards.

Other locations chosen for GreenWise Markets are Mount Pleasant, S.C.; Publix’s hometown of Lakeland, Fla.; Boca Raton, Fla.; and, most recently, Marietta, Ga. Opening dates for those locations have not yet been determined, but the Mount Pleasant and Lakeland stores are expected to open in 2019, according to the grocer, which said that it’s continuing to seek more GreenWise locations throughout its operating area.

Privately owned Publix operates more than 1,100 grocery stores throughout seven southeastern states. The company is No. 5 on Progressive Grocer’s 2018 Super 50 list of the top grocers in the United States.