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Publix Super Markets has announced that it is adding three cities to the list of markets being served by its GreenWise Market format, which it described as “a specialty, natural and organic store” offering everything from kombucha, locally-roasted coffee, wine, local beer and smoothies at an in-store beverage bar to local and unique products, indulgent gourmet treats, body care and bulk items.

The three cities are Odessa, Florida; Nocatee (Ponte Vedra Beach), Florida; and Lexington, South Carolina. The company has a GreenWise Market operating in Tallahassee, Florida, with previously announced locations are Mount Pleasant, South Carolina; Lakeland, Florida; Boca Raton, Florida; Marietta, Georgia; Mountain Brook, Alabama; and Ft. Lauderdale, Florida.

GreenWise is still just a tiny part of the Publix fleet; it operates more than 1,200 grocery stores throughout seven states in the Southeast.
KC's View:
I’m a fan of the GreenWise format, which strikes me as differentiated not just from the competition, but also from other Publix stores. That’s a good thing, especially in the right market.

I was in a Publix store the other day in Lighthouse Point, Florida, which, while it has been kept up, it certainly isn’t keeping up … if you get my meaning. I was a little surprised, because it is just a mile from some very expensive houses that are right on the water, and there’s a Whole Foods right across the street. Even Publix can’t afford to have too many of those in the current competitive environment.