ARTICLE 1

DEFINITIONS

ARTICLE 2

PARTICIPATION IN THE PLAN

ARTICLE 3

PLAN BENEFITS AND VESTING

ARTICLE 4

MAINTENANCE, INVESTMENT AND VALUATION OF

PARTICIPANT ACCOUNTS

ARTICLE 5

BENEFITS

ARTICLE 6

ADMINISTRATION

ARTICLE 7

CLAIMS PROCEDURE

ARTICLE 8

AMENDMENT AND TERMINATION

ARTICLE 9

MISCELLANEOUS

SIGNATURE

APPENDIX A

“Account” means the recordkeeping source described in Section 4.1 from which Plan benefits are determined.

“Administrator” or “Plan Administrator” means the Company.

“Beneficiary” means the person, persons, trust or other entity a Participant designates by written revocable designation filed with the Company to receive payments in the event of his death.

“Board” means the Company’s Board of Directors or a committee thereof.

“Code” means the Internal Revenue Code of 1986, as amended.

“Company” means Publix Super Markets, Inc. and any successor thereto, and, for purposes of determining eligibility to participate in the Plan, any affiliated company which is a member of a controlled group of corporations within the meaning of Code Section 1563(a) with Publix Super Markets, Inc. which adopts this Plan with the consent of the Company and is listed on Appendix A.

“Dividend Equivalents” means the right to an amount equal to the dividends paid, if any, on the number of hypothetical shares of Employer Securities credited to a Participant’s Account under Section 4.1. Employer Securities that are

hypothetically credited for any Plan Year beginning after the Effective Date shall first become eligible for Dividend Equivalents with respect to dividends with a record date on or after the date contributions to the ESOP for such Plan Year are made. Employer Securities that are hypothetically credited for the 2011 and 2012 Plan Years shall first become eligible for Dividend Equivalents with respect to dividends with a record date on or after March 1, 2013.

“Disability” means an illness or injury determined to be a disability under the ESOP, to the extent consistent with Treasury Regulation Section 1.409A-3(i)(4).

“Effective Date” means December 15, 2012.

“Eligible Employee” means each employee of the Company eligible to participate in the Plan in accordance with the provisions of Section 2.1 hereof.

“Employer Securities” means Employer Securities as defined in the ESOP.

“ERISA” means the Employee Retirement Income Security Act of 1974, as amended.

“ESOP” means the Publix Super Markets, Inc. Employee Stock Ownership Plan as amended from time to time.

“ESPP” means the Publix Super Markets, Inc. Employee Stock Purchase Plan as amended from time to time.

“Participant” means

An Eligible Employee who participates in the Plan in accordance with the terms hereof.

Each other former Eligible Employee for whom an Account is maintained.

“Plan” means the Publix Super Markets, Inc. Supplemental Executive Retirement Plan as described in this instrument, as amended from time to time.

“Plan Year” means the twelve (12) consecutive month period beginning on each January 1 and ending on the following December 31.

“Termination of Employment” means the Participant’s separation from service with the Company or other separation from service within the meaning of Treasury Regulation Section 1.409A-1(h) (using a percentage of 80% to determine the controlled group of corporations and businesses under common control).

“Vesting Service” means Plan Years of service counted in determining a Participant’s entitlement to benefits as described in Section 3.2.

Eligibility to Participate. Those employees of the Company who participate in the ESOP and whose Company contribution under the ESOP is restricted during any Plan Year because of the application of Code Section 401(a)(17) shall participate in the Plan. It is the intention of the Company that this Plan constitute a “top hat”

plan for ERISA purposes and, therefore, only those employees who are determined to be within a select group of management or highly compensated shall be entitled to participate in the Plan. The Company retains the discretion to limit eligibility to ensure that the Plan satisfies the “top hat” requirements.

Procedure For and Effect of Admission. Each Eligible Employee shall complete such forms and provide such data as reasonably required by the Company including Beneficiary designation forms and payment of benefit forms. By becoming a Participant, an Eligible Employee shall be deemed conclusively to have assented to the provisions of this Plan and all amendments hereto.

Cessation of Participation. A Participant shall cease to be an active participant on the earlier of:

the date on which the Plan terminates, or

the date on which he ceases to be an Eligible Employee.

Plan Benefits. An amount representing hypothetical shares of Employer Securities shall be credited to each Participant’s Account for Plan Years beginning after the

Effective Date equal to the difference between (A) and (B) where: (A) is the number of shares of Employer Securities that the Administrator determines would have been allocated to the Participant’s account under the ESOP for the Plan Year if the Participant’s contribution under the ESOP had not been limited as a result of the limitations imposed under Code Section 401(a)(17); and (B) is the number of shares of Employer Securities actually allocated to the Participant’s account under the ESOP for the Plan Year. This amount shall be credited to the Participant’s Account on the date contributions for the applicable Plan Year are made under the ESOP. Solely with respect to those Eligible Employees who are Participants on the Effective Date, their Accounts shall be credited with an additional amount representing hypothetical shares of Employer Securities that is determined by dividing (A-B) by (C) where: (A) equals the dollar amount of the contribution that the Administrator determines would have been allocated under the ESOP for the 2011 and 2012 Plan Years if the Participant’s contribution under the ESOP for these Plan Years had not been limited as a result of the limitations imposed under Code Section 401(a)(17); (B) equals the dollar amount of contributions actually allocated to the Participant’s account under the ESOP for the 2011 and 2012 Plan Years; and (C) is the share price for the Employer Securities effective March 1, 2013. This amount shall be credited to the Participant’s Account on the date contributions for the 2012 Plan Year are made under the ESOP.

Vesting. A Participant’s Account shall vest in accordance with the vesting schedule specified in the ESOP. A Participant shall be credited with the same

Vesting Service as under the ESOP. Any unvested amounts shall be forfeited upon the Participant’s Termination of Employment.

Establishment of Accounts. The Administrator shall establish and maintain a separate Account in the name of each Participant, to which it shall credit all amounts allocated in accordance with Article 3. All amounts allocated to the Account shall be hypothetically invested in Employer Securities which shall determine both the Dividend Equivalents under Section 4.3 and the amount payable to the Participant under Article 5.

Investment Obligation of the Company. Benefits are payable as they become due irrespective of any actual investments the Company may make to meet its obligations. To the extent a Participant or any person acquires a right to receive payments from the Company under this Plan such right shall be no greater than the right of any unsecured creditor of the Company. Neither this Plan nor any action taken pursuant to the terms of this Plan shall be considered to create a fiduciary relationship between the Company and the Participants or any other persons or to require the establishment of a trust in which the assets are beyond the claims of any unsecured creditor of the Company or to require the Company to segregate in any other manner any assets for the purpose of satisfying its obligations hereunder.

Dividend Equivalents. The Administrator shall distribute to each Participant the Dividend Equivalents credited to the Participant’s Account by the Company by the later of December 31 of the Plan Year the dividends are paid or the 15th day of the third calendar month following the dividend payment date. Dividend Equivalents shall be paid without regard to whether the Account is otherwise vested or the Participant remains an Eligible Employee.

Payment of Benefit.

Except as otherwise provided in Section 4.3 and this Article 5, the amounts credited to a Participant’s Account shall be paid in shares of Employer Securities to the Participant on the 90th day following the first anniversary of the Participant’s Termination of Employment.

Notwithstanding Section 5.1(A) above, a Participant may elect at any time prior to the 90th day following his Termination of Employment to defer payment of his Account to a date that is no earlier than the 90th day following the sixth anniversary of his Termination of Employment, and no later than the date the Participant attains age 70 or, if later, the 90th day following the sixth anniversary of his Termination of Employment. A Participant who elects to defer payment in accordance with the immediately preceding sentence shall be required to elect a date for

payment at the time the deferral election is made. Payment(s) shall be made in shares of Employer Securities.

Notwithstanding Section 5.1(A) above, the amounts credited to a Participant’s Account shall be paid in shares of Employer Securities to the Participant as soon as practicable following proper notification to the Administrator of his Disability.

Beneficiary Designation.

Each Participant may designate a Beneficiary to receive the benefits payable in the event of the Participant’s death, and designate a successor Beneficiary to receive any benefits payable in the event of the death of any other Beneficiary.

A Participant may change a Beneficiary designation at any time. All Beneficiary designations and changes shall be made on an appropriate form as designated by the Plan Administrator and shall become effective once received and processed by the Plan Administrator, provided this occurs before the Participant’s death.

If no person shall be designated by the Participant, or if the designated Beneficiary shall not survive the Participant, payment of the Participant’s Account shall be made to the Participant’s estate.

All amounts then credited to a Participant’s Account shall be paid in shares of Employer Securities as soon as administratively possible following the death of the Participant.

Tax Withholding. To the extent required by the law in effect at the time benefits are distributed pursuant to this Article 5, the Company shall withhold from any payment due hereunder any taxes that it is required to withhold by the federal or any state or local government from payments made hereunder.

Appointment of Administrator. The Company shall serve as the Administrator.

Administrator’s Responsibilities. The Administrator is responsible for the interpretation and administration of the Plan. The Administrator may appoint other persons or entities to perform any of its administrative functions.

Records and Accounts. The Administrator shall maintain or shall cause to be maintained accurate and detailed records and Accounts for Participants and of their rights under the Plan and of all receipts, disbursements and other transactions.

Liability. The Company shall not be liable to any person for any action taken or omitted in connection with the administration of this Plan unless attributable to

the fraud or willful misconduct on the part of a director, officer or agent of the Company.

Payment of Expenses. All expenses incurred in the operation or administration of this Plan shall be paid by the Company.

Substitute Payee. If a Participant or Beneficiary entitled to receive any benefits hereunder is in his minority, or is declared legally, physically, or mentally incapable of personally receiving and receipting any distribution, the Company may make distributions to a legally appointed guardian or to such other person or institution as, in the judgment of the Company, is then maintaining or has custody of the payee.

Claims Procedures. The Administrator shall establish a claims procedure and shall afford a reasonable opportunity to any Participant whose claim for benefits has been denied for a full and fair review of the decision denying such claim. The claims procedure shall provide for a notice of denial of a claim to be received by a claimant within a reasonable period, not to exceed ninety (90) days, following the filing of a claim. The notice shall provide the reason for the denial, references to the Plan provisions on which the denial is based, a description of additional information necessary to perfect a claim and the steps required to submit a claim for review. The period to request a review must be for at least sixty (60) days after

a Participant’s receipt of notice of denial of a claim. A decision on review shall be made by the Administrator within sixty (60) days after the Plan’s receipt of a request for a review unless special circumstances require a longer period in which case the Plan shall have an additional sixty (60) days. The final decision shall be in writing and shall include specific reasons for the decision and references to Plan provisions. All interpretations of the Administrator shall be final and binding on all parties, including Participants and Beneficiaries.

Plan Amendment. The Plan may be amended or otherwise modified by the Board, in whole or in part, provided that no amendment or modification shall divest any Participant of any amount previously credited to his Account under Section 3.1 as of the date of such amendment. Notwithstanding anything herein to the contrary, in no event shall any amendment be made in a manner that is inconsistent with the requirements to avoid adverse federal tax consequences under Code Section 409A.

Termination of the Plan. The Board reserves the right to terminate the Plan at any time in whole or in part. In the event of any such termination, subject to Code Section 409A, the Company shall pay a benefit to the Participant or the Beneficiary of any deceased Participant, equal to the value of the Participant’s Account in the form and at the date specified in Article 5. Dividends shall continue to be paid under Section 4.3 after the termination of the Plan until the

Participant’s benefits have been paid in full notwithstanding the termination of the Plan. Notwithstanding anything herein to the contrary, in no event shall any termination be made in a manner that is inconsistent with the requirements to avoid adverse federal tax consequences under Code Section 409A.

Supplemental Benefits. The benefits provided for the Participants under this Plan are in addition to benefits provided by any other plan or program of the Company and the benefits of this Plan shall supplement and shall not supersede any other plan or agreement between the Company and any Participant.

Governing Law. The Plan shall be governed and construed under the laws of the State of Florida to the extent not governed by ERISA.

Spendthrift Provision. No benefit under the Plan shall be subject in any manner to anticipation, alienation, sale, transfer, assignment, pledge, encumbrance or change, and any such action shall be void for all purposes of the Plan. No benefit shall in any manner be subject to the debts, contracts, liabilities, engagements or torts of any person, nor shall it be subject to attachments or other legal process (including dissolution of Participant’s marriage) for or against any person, except to such extent as may be required by law.

Binding Terms. The terms of this Plan shall be binding upon and inure to the benefit of the parties hereto, their respective heirs, executors, administrators and successors.

Headings. All headings preceding the text of the several Sections hereof are inserted solely for reference and shall not constitute a part of this Plan, nor affect its meaning, construction or effect.

Rule of Interpretation. Where appropriate, words in the masculine gender shall include the feminine and neuter genders.

Limitation of Rights. Neither the establishment of this Plan, nor any modification thereof, nor the creation of an Account, nor the payment of any benefits shall be construed as giving

any Participant, Beneficiary, or any other person whomsoever, any legal or equitable right against the Company unless such right shall be specifically provided for in the Plan or conferred by affirmative action of the Administrator in accordance with the terms and provisions of the Plan; or

any Participant the right to be retained in the service of the Company, and all Participants and other agents shall remain subject to termination to the same extent as if the Plan had never been adopted.

Severability. Should any provision of the Plan or any regulations adopted thereunder be deemed or held to be unlawful or invalid for any reason, such fact

shall not adversely affect the other provisions or regulations unless such invalidity shall render impossible or impractical the functioning of the Plan and, in such case, the appropriate parties shall adopt a new provision or regulation to take the place of the one held illegal or invalid.

Restrictions on Employer Securities. The Employer Securities distributed under this Plan shall have the same restrictions as shares purchased under the Company’s ESPP. If the Participant decides to sell the Employer Securities for consideration, the Participant agrees to sell or otherwise dispose of the Employer Securities to the Company in accordance with the terms of and at the repurchase price specified in the ESPP.

ERISA and Code Status. This Plan is intended to be an unfunded plan for the benefit of a select group of management or highly compensated employees exempt from Parts 2, 3 and 4 of Title I of ERISA. The Plan is also intended to comply with Code Section 409A. Notwithstanding any provision to the contrary in this Plan, each provision in this Plan shall be interpreted to permit the deferral of compensation in accordance with Code Section 409A and any provision that would conflict with such requirements shall not be valid or enforceable.