Publix Courts Hispanics With Flowers

LAKELAND, Fla. -- Publix Super Markets has introduced a uniquely packaged bouquet aimed at catching the attention of its Hispanic customers. The medium-sized bouquets, a Publix exclusive in its market areas, are sourced pre-packaged in yellow and purple, durable sleeves that bear the message “Pura Vida,” which in Spanish means “Good Life. “ In addition to being in a prominent spot in the floral departments of all 890 of the chain's stores, the bouquets are being merchandised at secondary sites in some stores. “We wanted our Hispanic customer, as well as our non-Hispanic customer, to know that we are carrying the products most important to their families,” said Publix spokeswoman Maria Brous. The cheerful-looking bouquets are expected to appeal to consumers who are not Hispanic as well. -- Roseanne Harper