Publix Makes Big Plans to Expand Greenwise

This week, Florida based grocer Publix Super Markets, Inc. announced plans to reignite the GreenWise store concept. The first newly redesigned GreenWise will be located near Florida State University at the southwest corner of Gaines Street and Railroad Avenue in Tallahassee, Florida, and is expected to debut in late 2018.

Publix launched the GreenWise private brand in 2002, as a natural and organic brand concentrated on packaged goods like beans, corn, tortilla chips and environmentally friendly paper products, milk, soy milk and eggs. The extended the brand into fresh meat in 2006. The first Greenwise store launched as an extension of the Private Brand in 2007. They currently operate three stores in Florida.

“We are committed to being the retailer of choice for consumers who are looking for specialty, natural and organic products,” said Kevin Murphy, Publix Senior Vice President of Retail Operations. “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.”

Publix plans to share additional details related to the new GreenWise format closer to the store opening. The company continues to aggressively look for additional GreenWise locations throughout its operating areas.



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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.