Friday, July 20, 2018
Business

Report: In U.S. battle for top brands, Publix remains Florida's most potent business name

Once again, Publix ranks as Florida's most valuable business brand. So says Brand Finance, a valuation and strategy consulting firm that analyzes the value of the world's 500 largest corporate brands. Lakeland-based Publix came in at No. 1 in the state despite brand turbulence with the recall of edamame beans and seven failed health inspections in Florida, Brand Finance said. The grocery chain's value dropped over the past year by 3 percent to $5.8 billion, and its rank slipped from No. 91 to No. 112. Its brand value is now only just ahead of Miami-based Burger King, valued at $5.1 billion.

Florida is home to 15 of the 500 most valuable U.S. brands with a combined value of $39.5 billion. Among those brands are Jabil, Raymond James Financial, Carnival Cruise Lines and Lennar. Overall, Brand Finance named Google ahead of Apple as the top U.S. business brand.

Publix Super Markets Inc. announced it plans to relaunch its GreenWise store concept in 2018.

The Lakeland-based grocer will open a newly redesigned GreenWise market near Florida State University late next year.

GreenWise is Publix's higher end organic grocery store brand. The company has three other locations, including one in South Tampa.

"We are committed to being the retailer of choice for consumers who are looking for specialty, natural and organic products," said Kevin Murphy, Publix senior vice president of retail operations in a statement. "Over the past several years, we have gained valuable insights from our existing GreenWise locations. By combining these learnings with customer feedback and market trends, we are better positioned to deliver on our vision of being the best at serving the evolving lifestyles of today's consumer."

Publix plans to share more information about the future expansion of its GreenWise market program closer to the Tallahassee store opening. However, a press release states that the company continues to "aggressively look" for additional GreenWise locations.

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