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GreenWise Market opens up in Tallahassee

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TALLAHASSEE, Fla. — Convenience and healthy living are the main focus of Publix Super Markets Inc.’s GreenWise Market, which opened earlier this month here, near Florida State University and Florida A&M University.

“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 senior vice president 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.”

This store offers a beverage bar — serving kombucha, local craft beer, wine, smoothies and locally roasted coffee — and a large mezzanine where customers can eat and connect. The store also features a mixed media mural by Tallahassee artist Charity Myers.

The new store has dropped “Publix” from its name and scaled back from previous freestanding GreenWise Market locations, but it still maintains its focus on organic and natural offerings, as well as prepared food items. At 29,000 square feet, it’s about 25% smaller than the original freestanding Publix GreenWise Market that first debuted in 2007 in Palm Beach ­Gardens, Fla.

After opening three of the original-format Publix GreenWise Markets, Publix switched in 2010 to opening stores under a “hybrid” format that incorporated elements from the GreenWise Market test stores into traditional Publix supermarkets. The retailer also continues to use the GreenWise name on organic, natural and better-for-you private label products in its traditional supermarkets.

Now that it has updated the revamped GreenWise Market concept, the company said it is planning to open more stores under the banner in 2019.