Jeff Houck

The Tampa Tribune’s food writer since 2005, Jeff Houck covers the way people live through their food. He also hosts the Table Conversations food podcast and believes that everything crunchy is good.

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Publix GreenWise Opens In Hyde Park [Game On, Whole Foods, Wild Oats]

Posted Nov 6, 2008 by Jeff Houck

Updated Nov 6, 2008 at 10:03 AM

Publix opened its new GreenWise Market this morning in Tampa’s Hyde Park neighborhood. I took a tour of it earlier in the week and got a glimpse of what the market will offer.

I have to say that it’s a pretty interesting concept.

As Mike Sasso wrote for today’s Tribune:

The company has opened GreenWise stores in Boca Raton and Palm Beach Gardens, and is planning two more in the Orlando and Tallahassee areas.

The company won’t say how much it spent on the new Tampa store, located in the Hyde Park neighborhood. But the land alone, which sits between Howard and Armenia avenues, cost $3.5 million, according to property records. Inside the store, Publix built escalators so shoppers can move between two floors of parking located above the store.

Food and product prices at the new store are comparable to other Publix stores for similar items, spokeswoman Shannon Patten said. However, shoppers may wind up paying more if they splurge on some of the pricier items exclusive to GreenWise.

For example, GreenWise only carries Boar’s Head cold cuts, which generally are more expensive than store-brand meats and cheeses. Most Publix stores have Boar’s Head and lower-priced Publix-brand cold cuts. Also, fans of gourmet Japanese kobe beef will dish out $35 to $70 a pound at GreenWise.

The concept is clearly going after several angles.

First, there’s the attempt to harness the green/organic/natural foods trend.

Everything from recyclable shopping bags to energy efficient LED lighting and recycled packaging is highlighted in the store.

Lighting the shelves stocked with various cooking oils was an interesting touch.

Frozen organic baby food should be a hit with the moms in South Tampa who can afford such items.

The store even goes to pains to assure that the lobsters are wild-caught, and that they come from North America.

Second, there’s a stab at luring the gourmet shopper with big ticket items.

The wine selection is extensive, including the offerings of sulfite-free, biodynamic and organic wines.

It’s not every day that you see an $800 bottle of Chateau Latour behind locked glass at a natural foods market.

Anyone for mousse?

Third, Publix is obviously going after quick-serve, grab-and-go customers in a big way.

In addition to the dine-in areas and coffee bars, the store features order-ahead package meals, custom pizzas (yes, whole-wheat versions are available), and cook-to-order dishes.

Should be interesting how this affects both the neighborhood and other nearby grocers and shops like Sweetbay and Nature’s Harvest on North MacDill. (Whaley’s on South Howard already skedaddled a few months back to a new location on Dale Mabry Highway in Tampa.)

Foir more photos of the store, click here to see a gallery.