Online grocer launches service in Florida

Publix Super Markets began testing its new online grocery store, PublixDirect.com, this week in Florida's Broward County. "Thanks for visiting during our trial period," said a message posted on the site. "You're one of the very first people to experience online grocery shopping and home delivery with PublixDirect." Publix Super Markets is an employee-owned grocery chain that operates in the southeastern United States. The company has said it plans to offer home delivery in three other areas in South Florida by the end of the year and move into Orlando, Fla., and Atlanta sometime next year. Publix was among the supermarket chains that took a cautious approach to the Internet and held off launching its own Web play. The move appears to have been a good one as most of the Web-only players, such as Webvan, ShopLink.com and HomeRuns.com have shut their doors.