Private Label Product Line Evolves into Store Format

It's not often that a private label product line evolves into its own store format, but that';s exactly the case with the New Publix GreenWise Market that recently opened in Palm Beach Gardens, Fla.

"Health, natural and organic products continue to rise in consumer interests--this product

mix is not a trend," says Maria Brous, director of media and community relations for Publix Super Markets Inc., Lakeland, Fla. "Consumers have become savvier and are looking to live healthier lifestyles while still enjoying the everyday indulgences of traditional/mainstream items."

Giving validity to the importance of natural and organic products in today's marketplace, the Publix GreenWise Market format will consist of 39,000 square-feet of store space, offering customers an extensive selection of healthy, earth-friendly, all-natural and organic products combined with top-selling conventional items for customer convenience.

"The store itself states that our customers are looking for more variety, and we're looking at making it more convenient," Brous adds. "Publix GreenWise Market is a one-stop destination."

The new format features more than 4,500 square-feet of culinary creations to satisfy every food palate, including selections from the store's bakery, deli salad bar and cafe.

Next year will bring about several more Publix GreenWise Markets in selected areas throughout Florida. According to the company, Boca Raton, Vero Beach and Tampa each will be receiving the new Publix GreenWise store format soon.