TheGreenWise Market, a Publix Super Market affiliate known for its variety of natural and organic products on West Gaines Street, is being phased out and replaced by a traditional Publix setting.
In an email exchange with Publix media relations manager Hannah Herring, the Tallahassee Democrat got some insight into the company’s desire to refine its stores. What we didn’t get was a timeframe for the location’s transition.
“Our customers’ shopping habits have reinforced that they enjoy the attributes of a Publix GreenWise Market (PGWM) location, but within their traditional Publix shopping setting,” Herring wrote.
The store joins a wave of conversions across the southeast as all eight GreenWwise markets in Florida and Alabama are being converted to traditional Publix locations.
What’s unique is the GreenWise at 625 W. Gaines St. was the first in the state opened by the Lakeland, Florida-based Publix operation. The organic approach with a trendy pub concept was designed to compete against grocers like Trader Joe’s and Whole Foods. It was welcomed by busy residents and college students in the fall of 2018.
Located next to Catalina Cafe on Gaines, the market has grown into a local hub for all forms of group study sessions in the lounge, grab-and-go meals, and casual dates. As with most organic groceries, its prices are usually higher than other options, a factor that didn’t seem to faze its followers.
The 29,000-square-foot market offers a variety of natural options in its sectors: Care, Finds, Eats, Cuts and Pours, giving consumers a range of options for organic wellness products, beverages, and specialty meals. “Pours” offers kombucha, smoothies, coffee, açai bowls, craft beer, wine, and more.
Maya Johnson, a graduate student at Florida State University, told the Tallahassee Democrat that while an undergraduate at Florida A&M University, she was able to easily walk to GreenWise frequently for studying, smoothies, and her favorite, the strawberry shortcake.
Johnson said she is willing to embrace the transition, “as long as they keep Pours and the seating areas upstairs and outside” along with her favorite grab-and-go items.
Bryce Brown, a Florida A&M business student, said he actually preferred the “cleaner shopping” aspect of GreenWise.
Creating a cultural following in CollegeTown
By noon on many days, the store begins to get busy with shoppers from every walk of life as they grab their favorite lunch items which range from sushi to bowls, pizzas, sandwiches, and hot meals. Some stay to enjoy their lunches in the upstairs or outside lounge areas.
While the GreenWise moniker is being replaced, traditional Publix stores will still carry GreenWise label products.
News of the store’s transformation plans has circulated since early spring on the market’s Facebook account, generating mixed reactions with an influx of questions, concerns, and suggestions on what’s next.
One user, Cindy Quinton, left a comment stating, “Please don’t take away our GreenWise market!”
Another user, Amy Mersereau, gave suggestions on what she feels can stay in the store, including the “Cuts, Pours and the Cheese bar” areas.
The store’s representatives took to the comment section and left a message to reassure every one of their concerns, “We have several learnings from our PGWM concept. Some learnings will be applied to our new 55.3 prototype as space permits like our POURS section.”
The “55.3 prototype” is the newest Publix store format that it plans to move forward with. The larger format offers departments for grocery, dairy, frozen food, seafood, meat and fresh produce as well as a full-service bakery, deli and pharmacy.
The new blended format will allow space for a “Pours” area and burrito, pizza, and pasta bars along with seating.
The fading out of the standalone GreenWise Market is the second concept in the Publix command that has been reformed to follow shoppers’ lifestyles.
In July, the chain ended its the Publix Aprons Cooking School from 11 Publix markets in Florida, Georgia and Virginia, including its Village Square location at 3521 Thomasville Road.
Democrat writer Kyla A. Sanford can be reached at ksanford@gannett.com.