Amid all of the excitement about Whole Foods coming to the Gables, we've neglected the organic and natural foods store opening a bit farther north: Publix's first GreenWise Market. The store opens its doors tomorrow at 9 a.m. in Palm Beach Gardens and will feature a healthier, more environmentally friendly selection of products. Publix has also taken a cue from Whole Foods and added a lot of prepared, healthful foods that busy customers can take home.

Because those private labels are typically more affordable, GreenWise is poised to take on competitors, said Marcia Mogelonsky, a senior analyst with Chicago-based market research firm Mintel International Group.

"Prices really draw in consumers. Most consumers can't go out and spend their whole paycheck on natural products," she said.

The 39,000 square-foot Palm Beach Gardens store carries meats with no added hormones and a produce section that has 50 percent organic products compared with roughly 10 percent in conventional stores. It will also have hundreds of other products not available in conventional Publix locations.

Publix also hopes to appeal to health food buffs and gourmands with prepared foods like Italian stuffed shrimp, low carb mashed cauliflower and Japanese-style tempeh. The prepared fare also includes an Asian fusion hot bar with vegetarian options, cold salad bar, a gelato and organic coffee bar, a Mediterranean pizza oven and a grill and carving station.

Did you catch that "whole paycheck" dig at the store's biggest competitor, which has a location in Palm Beach Gardens? The new GreenWise Market is located at 11231 Legacy Avenue; a GreenWise makeover is planned for the Boca Raton Publix at 21230 St. Andrews Blvd, although there's no set opening date yet.

Publix opening organic store [BusinessWeek]
Publix [Official Site]
Whole Foods [Official Site]