For those living in downtown Fort Lauderdale’s high rise condo/apartments or working in the office towers, the wait is almost over. The new GreenWise Market opens Thursday, Feb. 4, on the first floor of the equally new Main Las Olas building with retail, restaurant, office and apartment space.
Launched in 2007 by Publix in Florida, the first store was in Palm Beach Gardens (since closed) and the second in Boca Raton. GreenWise is a health food brand touting organic lines and wares free of added hormones, dyes and flavors.
“We saw downtown Fort Lauderdale as an area that has customers that might want to take advantage of natural healthy organic items and prepared foods,” says Robyn Hankerson, community relations manager for Publix.
Several grocery stores are within a mile or two of GreenWise. To the north on the edge of the Victoria Park neighborhood is a Fresh Market and a Winn-Dixie store. South of the New River is a Publix on Andrews Avenue in the Tarpon River neighborhood. Whole Foods Market opened in October at the corner of South Federal Highway and SE 17th Street in the Poinciana Park neighborhood on the ground floor of the CURV highrise apartment building.
The 25,000 square foot Greenwise will employ 115 people and will have sections familiar to people who have been to other standalone Florida GreenWise Markets in Lakeland, Tampa, Tallahassee, St. Augustine, Odessa, Ponte Vedra Beach (as well as Mountain Brook, Ala., and Marietta, Ga.).
On opening day there will be free GreenWise Market reusable bags for customers while supplies last.
What you will see inside
The first thing you’ll experience will be the Pours section with wines, beers on tap, smoothies, kombucha, acai bowls.
Then there’s the Cuts section with meats (free of antibiotics and added hormones) and locally sourced seafood. “And they have all these different flavored bacons,” Hankerson adds.
The Eats section has made-to-order meals, freshly baked pizzas, grab-and-go food, Asian-inspired bowls, sandwiches and pizzas.
Then there’s a Care section with items such as vitamins, nutritional supplements, skin care, natural soaps and “everything you can think of for the body.” explains Hankerson.
In the Finds section there are specially trained associates to help you find the right wine and cheeses or even the right beer to pair with a bratwurst.
“Each store always has a mural by a local artist,” Hankerson says. “This one will be by Steven Teller, who created a mural depicting tropical plants that are common to South Florida. When you see that mural, it’s something very unique to this store.”
GreenWise stores partner with local non-profits for what it calls its Good Works Program. For the downtown Fort Lauderdale store, the charities are the Humane Society of Broward County, the Pantry of Broward as well as Boys and Girls Clubs of Broward County.
“A customer, they can download the app,” Hankerson says. “You not only get the benefit of getting the coupon and see what items are on sale for the week, but you can also designate one of these organizations of choice. You just scan that app [part of the Publix Rewards program] and a portion goes back to those organizations.”
If you go info
Don’t let the fact that GreenWise is housed in an office tower called Main Las Olas fool you. Though the formal name is the mouthful GreenWise Market at The Main Las Olas), the main entrance and the address of the gourmet grocery store is actually 255 SE Third Ave.
The GeenWise website doesn’t have specifics yet on the latest location, but for general information go to GreenWiseMarket.com.
The hours will be 8 a.m.-9 p.m. every day.
Parking is free for two hours in the parking garage with an entrance on SE Second Avenue.