Publix Super Markets has announced the next phase of its GreenWise Market expansion plan, and part of the strategy involves taking the name "Publix" off the sign.
The company revealed that it will build a third new GreenWise store, this time in Lakeland, Fla., and that the store will be called "GreenWise Market." Previous GreenWise stores have the Publix name included.
According to the Lakeland Ledger, the three new stores are attempting to create a brand distinct from the parent company. They will be called simply “GreenWise Market,” spokesman Brian West said. The stores will sell some Publix branded products.
Last year Publix announced it would be expanding the number of its GreenWise stores. The first newly redesigned GreenWise Market was announced in 2017 and is currently under construction in Tallahassee, Fla. It is expected to open late September. The second GreenWise Market is under construction in Mount Pleasant, S.C. with an expected opening in early 2019.
“Our new GreenWise Market concept celebrates specialty, natural and organic foods, and we think foodies and health-conscious customers alike will love what the store will offer,” said Kevin Murphy, Publix senior vice president of retail operations. “We’re especially excited to announce a location in our home town.”
Privately owned and operated by its more than 190,000 employees, Publix has 1,171 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia.