Lakeland, FL-based Publix Super Markets Inc. BB #:110909 plans to pull the plug on its GreenWise natural and organic banner.
The concept, a smaller format premium store focused on natural and organic items, first launched in 2007. Three stores opened in 2007 and 2008 before Publix paused development of the banner and instead incorporated GreenWise as a brand in its standard stores.
In 2017, new GreenWise-bannered stores began opening again, with a total footprint of eight of more than 1,300 stores chainwide. GreenWise stores are located in Nocatee/Ponte Vedra, Tampa Bay, Fort Lauderdale, Boca Raton, Lakeland, Odessa, Tallahassee, and Mountain Brook, AL.
According to media reports, the company said it plans to convert these stores to the Publix banner and implement concepts from the GreenWise stores, like kombucha on tap, into other locations as the local market demands.