Fifty2, The MPB Project: Publix Greenwise

Publix Greenwise front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original photography. In early Fifty2 The MPB Project Logo2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

Publix GreenWise
In late 2000, Lakeland, Florida based grocer Publix introduced a new Private Brand – Publix GreenWise Market. The brand is built on the core belief that shoppers are looking for options that are more natural and less processed. They’re trying to avoid additives and chemicals, and seeking products produced in a way they can feel good about. The idea was simple: create a brand customers will love that provides naturally delicious and environmentally friendly products. In order to be sold under the GreenWise brand, products must meet these standards:

  • Organic items are raised without added growth hormones or synthetic antibiotics, steroids, pesticides, or fertilizers and are all natural with no GMOs (genetically modified organisms).
  • All-natural items are minimally processed and have no artificial colors, flavor, preservatives or sweeteners.
  • Earth-friendly products are created in a way that minimizes negative impacts on the environment.

In September 2007, Publix dramatically extended the brand and opened the first Publix GreenWise Market in Palm Beach Gardens, Florida. The 39,000-square-foot store offered customers a wide variety of Health, Earth-Friendly, All Natural, and Organic products combined with high volume traditional grocery items.

The latest manifestation of the Private Brand has dropped “Markets” from its name, opting instead for the simpler Publix GreenWise. At the same time, the decade-old package design has been re-thought. The new design is moving away from the clichés of grocery organic private labels; the retro inspired woodcuts and dominant green have been replaced by a fresh contemporary design that creates a visual and verbal voice which is playful, engaging and ownable. It is epitomized by the copy on the front of the Toasted Oats pack:

“We’d like to propose a toast to toasted oats. They’re so crunchy and delicious, each spoonful turning your mouth into a bite-sized utopia of yummy goodness. So let’s all raise a bowl. Then tilt this box. Then well, you see where this is going.”

Publix GreenWise is a brand that confidently stands on it own two feet and proclaims its relevance both as a Private Brand and a retail concept.

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Brand: Publix GreenWise
Brand Focus:
Organic, Natural & Earth Friendly
Lakeland, Florida
2011 USA Retail Sales:
2011 Stores:

To submit a brand for consideration please email


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.