President's Choice — BrandWiki

President's Choice

President's Choice (French: le Choix du Président) or PC is a line of grocery products and services offered by the Canada-based Loblaw Companies Ltd.

History

President's Blend

The first President's Choice (PC) products began appearing on Loblaw store shelves in 1984, but the concept was created the year before as the company marketed a new ground coffee. Dave Nichol, president of Loblaw Supermarkets, was looking for products to add to the company's lineup of No Name generic items and had even begun offering gourmet items in the familiar unbranded yellow packaging. Nichol's Louisiana buyers had discovered a new high-grade coffee, around the time some of the leading national brands had downgraded the quality of their store coffee. Toronto designer Don Watt was asked to create new packaging—the only stipulation being that it had to be yellow, similar to No Name packaging. Watt recalled how PC Gourmet Coffee went on sale by Christmas:

It goes on the shelf and becomes the number-one selling item in the grocery section. And Nichol, who was always listening to the consumer, said, "Well, I guess the consumer is telling us that we should be trading up. Why don't you take your President's Blend idea and figure out how to do a package? Because we've got a lot of yellow in the store, so the only comment I'm telling you is don't make it yellow."[1]

Insider's Report

Some of the first PC products included Belgian biscuits, chocolate chip cookies, and passion fruit sorbet. The brand's advent coincided with a new marketing tool, Dave Nichol's Insider's Report, first published in November 1983. Described by Nichol as a cross between Mad and Consumer Reports that combined "zaniness and food tips in a comic book format",[5][6] the newspaper supplement was a quirky, tongue-in-cheek product review modeled after flyers from California supermarket chain Trader Joe's.

As the popularity and number of PC products grew, the Insider's Report became increasingly devoted to the PC line. With its cover shot of Nichol with Georgie Girl, his favorite French bulldog, it was written in the first person, with Nichol telling his readers about his latest food related finds and product quests. He often related stories on how certain products were developed.

Nichol and his developers travelled extensively in search of new ideas. One such excursion bought them to the boardroom of one of Europe's leading biscuit makers:

During our visit to their plant in Belgium, we discovered that Delacre is the world's largest producer of tinned assortments of premium biscuits. So then and there we put in the challenge to them: "Let's create the best assortment of tinned biscuits in the world." To accomplish this, Delacre laid all of its most costly biscuits on a table along with empty 1 kg tin. We then proceeded to fill it with a selection of your favourites – both dark and milk chocolate. Bichocs, cigarettes russes, etc., etc When we were done the President of Delacre look at it and said, "This assortment has more chocolate than any of our other assortments – it's definitely our best."[7]

Throughout the Insider's Report, Nichol promoted PC as good as or better than the national brand at substantially lower prices,[8] often drawing direct comparisons to competitors' products.

For Loblaw's management, the PC sales strategy surpassed simply competing with national brands; its ability to draw customers into stores was considered important. Nichols said, "We're trying to create products that you can't get anywhere else, so you’ll have to come to our stores!"[9] The approach led to unique items such as PC Gourmet Italian Dog Foods, and lines such as "The Decadent" products and "Memories of" sauces. And while not all successes originated with Nichol, many did:

Nichol had some stunningly creative ideas. When, for instance, he tasted a satay sauce at a restaurant at Bali, he put his staff to work replicating it, sending them back to the kitchen time and again until they got it right ... Memories of Szechwan Peanut Sauce & Dressing has outsold ketchup in some Loblaw stores.[10]

G.R.E.E.N

In the spring of 1989, Loblaw introduced G.R.E.E.N, a new line of environmentally friendly and body friendly PC products—the first major North American company to offer a "green" product line.[14] The items ranged from unbleached coffee filters to organic lawn and garden fertilizer. In the June issue of Insider's Report, Nichols wrote how surprised he was at public interest in such products. He explained how his team had met with executives of Canada's leading environmental groups to ask them what products they would like to see. However, he cautioned, "We accept the fact that ... not all environmental groups will agree with all our President's Choice G.R.E.E.N products". The new line was soon criticized by a number of groups. Greenpeace took exception to G.R.E.E.N's organic fertilizer, maintaining that it was not completely toxin-free.[15] The Consumers Association charged that some items were no different than products already on store shelves.[16] There was further controversy when Colin Isaacs, executive director of Pollution Probe, appeared on TV with Nichol to provide a qualified endorsement of non-chlorine bleached disposable diapers, saying that if you had to use disposables, these were the ones to buy. Isaacs soon resigned as other environmentalists objected to any endorsement of a throw-away product. While Nichol defensive at times, he contended that events had actually helped promote G.R.E.E.N:

"The real success of the green story is the enormous controversy it caused", he says. "Within four weeks we had an 85% awareness level, and 27% of the people actually had bought the products." After a minute of reflection he adds, "Controversy is a wonderful thing."[14]

Loblaw president Richard Currie pointed out that following the introduction of the line, a flood of "green" products by other manufacturers hit the market. A year later, the number of G.R.E.E.N products had reached 100, with another 50 planned; however, product development eventually slowed. Nichol later lamented that it was difficult finding green products to bring to market.[17]

Growth

By 1990, the number of PC products had reached 500. Meantime, Dave Nichol's Insider's Report, which, according to an A.C. Neilson survey, was read by 59% of Ontario households, had become almost exclusively devoted to the promotion of PC, which now represented $1.5 billion in sales, or 20% of Loblaw's annual revenue.[18] Nichol continued to pursue product categories where he felt PC could make alternatives to Coca-Cola. Years later, the 2004 launch of PC New Wave Cola featured blue and white packaging, with a "Join the New Wave Generation" ad campaign "calling all Pepsi Cola Fans" to switch brands.

In November 1991, Too Good To Be True! was launched, with 50 healthful low-fat products. "Dave Nichol’s Barbecue Secrets" video, on outdoor cooking with PC products, sold some 55,000 copies.

Throughout Nichol's association with PC, his own palate played a major part in product development. One newspaper report said, "Dave's taste buds decree major business decisions."[19] The Loblaw test kitchen, next door to Nichol's office in central Toronto, served as crucible for product acceptance or rejection:

Nichol is stepping through his daily paces in Loblaw's airy, white test kitchen. Seven product-development staff hover watchfully. He forks a small sample of what appears to be chilli with meat into his mouth. The room falls silent. He closes his eyes. He swallows. He nods his head. The tension breaks. Dave likes it ... This is market research, Dave Nichol style. No focus groups. No marketing surveys. If the president of Loblaw International Merchants, the product-development arm of Loblaw Companies Ltd., likes the taste, it's in.[18]

If an item had Nichol's approval, and merchandisers expressed interest, it could be brought to market in a few months. If he was unimpressed, it usually meant the end of the line for that item. "He could kill a product with a shrug of indifference, and there was no court of appeal."[10] Most ideas were rejected or sent back to suppliers for modification, while others went through numerous reformulations before getting the go-ahead. Meanwhile, Nichol relished his role as ultimate arbiter. "Nothing gets called President's Choice without my approval", he said. "If you dislike any of them, then I'm the guy who has to take the blame."[20]

Nichol and associates also paid close attention to packaging. Though Don Watt produced early versions of it, others, such as Loblaw art director Russ Rudd, created many of the most successful designs. For The Decadent Chocolate Chip Cookie, Rudd lined up hundreds of cookies on a conference table and photographed the best-looking ones. An enlargement of one cookie became the cover shot, with dozens of chocolate chips forming the background. Sometimes unconventional stock photos were used to represent a product's unique nature. A fierce-looking Japanese Kabuki actor in heavy theatrical make-up became the image for PC's Memories of Kobe line; and the penetrating eyes of a veiled woman, from a fashion shoot, became that of PC Memories of Ancient Damascus Pomegranate Sauce. Nichol apparently enjoyed using images other food manufacturers would never consider.[18]

U.S. and other markets

While PC became increasingly popular among Canadian consumers, it was still largely unknown in the United States. In fact, U.S. stores owned by Loblaw in St. Louis, Missouri and New Orleans, Louisiana never carried the line. By the late 1980s, Don Watt, working on design contracts for a number of US supermarket chains, became something of an "unofficial ambassador" for PC.[21] Nichol, who regarded the US market as "a great opportunity", considered "going global" the next logical step. He told of how international executives who toured Loblaw stores would ask whether the company's private label program was for sale.[22] But while Loblaw pitched PC as a higher-margin alternative to the national brands, putting PC products on US retailers' shelves proved more complicated:

[Nichol] brought in a man named Tom Stephens to sign deals with regional grocers like D'Agostino in New York and Jewel in Chicago. He told them a strong store brand would free them from the tyranny of manufacturers. Many US grocers scoffed at the idea, calling it "Canadian lunacy", Stephens remembers. "The stores that took President's Choice ... were either desperate or brilliant."[2]

As PC began making inroads, Loblaw aired a series of primetime infomercials in Buffalo, New York with Nichol and marketing executive Boris Polakow. In 1991, PC products were available in only a handful of US states.[18] A little more than two years later, they were on the shelves of some 1,200 stores in 34 states, due in large part to Walmart. PC had come to the attention of WalMart founder Sam Walton through Don Watt. After a year of meetings, a deal was struck where Loblaw agreed to develop a line of private-label products under the Walmart brands Sam's American Choice, later shortened to Sam's Choice, and Great Value. Described as "a big coup for Nichol",[22] items such as "Sam's Cola" and "Sam's Over 39% Chocolate Chip Cookies" made their debut in 1991. The Toronto Star later reported that cola and cookies sales had "gone through the roof".[19]

Loblaw also started making deals outside of North America. Holding a can of Australia's Choice Cola, Nichol appeared on the July 1993 cover of Canadian Business magazine, as Loblaw moved ahead with plans to market private labels for Coles Myer Limited (now Coles Group), Australia's largest food retailer. Loblaw also prepared to test-market PC products on the shelves of ParknShop, Hong Kong's second-largest supermarket chain.[23] Deals in the UK, Sweden and South Africa were also in the works.[22]

PC also began pursuing opportunities beyond grocery stores. In 1992, PC Premium Draft beer went on sale at Brewers Retail outlets in Ontario. Launched only weeks before Christmas, supplier Lakeport Brewing assured Loblaw, based on historical data, that it had enough product in stores for the holiday season. Advertised as "premium quality", yet value-priced, the beer sold out before Christmas, and Lakeport subsequently ran full-page ads apologizing for the shortfall. The success of PC beer confirmed to Nichol that he could sell almost anything under the brand as long as it represented better quality at a lower price:

If I sold you a PC tennis shoe, I think you would understand that I’m trying to give you a better tennis shoe at a lower price. The PC franchise is expandable in any number of directions.[24]

He referred to a "brand tax revolt" by consumers.[23]

PC after Nichol

The Dave Nichol's Insider’s Report became The Insider's Report, but looked much the same. Loblaw International Merchants, in charge of PC product development, merged with the company's buying division, Intersave, becoming Loblaw Brands Limited. Although Nichol's departure received considerable news coverage, media reports indicated little or no negative impact on Loblaw:

Since Nichol’s departed, Loblaw's profits have shown double-digit growth in five of six quarters. Total Loblaw’s sales in Canada were up 8.4% in 1995. Company brand sales – chiefly President’s Choice – were up 18.5%, well ahead of the average gain of 11% recorded by A.C. Nielsen of Canada Ltd. for 550 store-brand product categories.[27]

In subsequent years, Loblaw continued expanding the number of PC products and extended it into new service-oriented areas. In 1998, Loblaw launched President's Choice Financial, promoted as a no-fee alternative in personal banking. A press report said, "It's the first time a major Canadian retailer has developed its own full-fledged banking services, which will be available to customers across the country within 18 months".[28] Along with free savings and checking, it offered no-fee in-store banking, free groceries through its PC Points program, and mortgage and loan services. Though branded exclusively as President's Choice Financial, the Canadian Imperial Bank of Commerce acted as its "service provider". By 2010, PC Financial had 2.5 million customers and $20 billion in managed funds.

PC continued to add new products and lines. In 2001, PC Organics was introduced as a third-party certified line of organic food products, in accordance with the guidelines of the National Standard of Canada on Organic Agriculture. A year later, PC Home unveiled a collection of household accessories. In 2005, PC Blue Menu introduced a line of healthful and convenient food items, replacing the Too Good To Be True! line. PC Mini Chefs, a line of foods for kids, was also added.

PC in the United States

President's Choice began appearing in US supermarkets in the early 1980s. In the Chicago area it was featured on the shelves of Jewel stores[35] under an exclusive regional marketing agreement.[36]

From around 1995 to 1999, Lucky Stores carried PC products until it was acquired by Albertsons.

Acme Markets carried PC products until they were acquired by Albertsons in 1999.

Phoenix, Arizona–based Smitty's Supermarkets carried the PC brand in the 1990s.

The Modesto, California–based New Deal Market chain carried PC products for a short time under their ownership by Canada-based Provigo Corp.

Michigan-based Glen's Market carried PC products from the late 1990s through the early 2000s, and had special coupons and promotions around the line. One of the promotions provided a free pint of ice cream on the birthdays of customers with a registered Glen'sCard. D&W Food Centers carried the PC brand for several years before it was purchased by Spartan Stores, Inc.

Michigan-based Great Scott! supermarkets carried the PC line before it was acquired by Kroger in 1990. Kroger then sold PC products in its Michigan stores for a short time (presumably until a contract to carry the product expired).

During the 1990s, Stop & Shop supermarkets in Quincy, Massachusetts, carried PC products, as did Cambridge, Massachusetts–based Star Market before it was acquired by Shaw's Supermarkets in 1999. Shaw's ceased carrying PC products in its Star-branded stores following the acquisition.

Portland, Oregon–based Fred Meyer stores also carried the PC brand for a time.

Charlotte, North Carolina–based Harris Teeter carried the PC brand in the 1990s.

St. Louis–based National Supermarkets, then owned by Loblaw, introduced PC along with other Loblaw-owned chains. It continued until the chain was purchased by competitor Schnucks in 1995, which continued carrying it until 1998.

Des Moines, Iowa–based Hy-Vee carried the PC brand until 1999.

Minneapolis-based Nash Finch Company carried the PC brand in its corporate owned stores, such as Econofoods in the early 2000s.

PC products were also carried by Bell's Markets in western New York, when they were supplied by a company affiliated with Loblaw. They were later carried by Tops Friendly Markets in that area,[37] but are no longer found there.

Houston, Texas–based Randalls Food Markets carried PC products until their acquisition by Safeway Inc. in 1999., as did its sister chain Tom Thumb in Dallas-Fort Worth.

References

A 2006 inductee story Marketing Hall of Fame, retrieved 2010-12-12^
Matthew Boyle. Brand killers Fortune, July 21, 2003^
Chairman's Award for Design Management Design Canada, 1974^
PC Insider's Report President's Choice, Loblaw, retrieved 21 February 2023^
Clyde H. Farnsworth. Quality: High. Price: Low. Big Ad Budget? Never. The New York Times, 1994-02-06, retrieved 2023-07-13^
Charles H. Farnsworth. Quality: high. Price: Low. Big ad budget? Never New York Times, February 6, 1994^
Dave Nichol's Insider's Report, November 1984^
Dave Nichol's Insider's Report, June 1986^
An inside look at the Insider's Report Globe and Mail, September 27, 1986^
Mark Stevenson. The hired hand waves goodbye Canadian Business, August 1984^
Dave Nichol's Insider's Report, April 1988^
Maureen Murray. Store-brand revolution Toronto Star, July 25, 1993^
Dave Nichol's Mini Insider's Report September 12, 1992^
Alison Otto. Nobody's choice but the president's Prepared Foods, June 1990^
Bob Mitchell. Loblaws' 'Green' fertilizer attacked Toronto Star, July 7, 1989^
Janice Turner. Loblaws criticized for 'Green' products Toronto Star, July 5, 1989^
Marina Strauss. Green line not money-maker yet Globe and Mail, April 28, 1990^
Anne Kingston. The man with the golden palate Financial Times of Canada, September 30, 1991^
Judy Steed. Dave Nichol: Too Good To Be True Toronto Star, January 23, 1994^
Sandra MacKenzie. Super marketer Dave Nichol Canadian House and Home, October 1990^
Anne Kington. The Edible Man 1994^
Global gourmet Canadian Business, July 1993^
Bernard Simon. The man with no name Financial Times, August 5, 1993^
Gordon Donaldson. Dave Nichol's Brewhaha Metropolitan Toronto Business Journal, March 1993^
Maureen Murray. Chief's choice to be own boss Toronto Star, November 28, 1993^
Marina Strauss. What's Nichol up to? Globe and Mail, July 5, 1994^
Dave Who? Canadian Business, April 1996^
Loblaw takes on the banks Telegraph Journal, February 11, 1998^
Weston hopes to weave PC pitchman magic Globe and Mail, June 23, 2007^
Loblaw Executive Chairman Galen G. Weston and Ontario Environment Minister Laurel Broten Encourage Ontarians to Go Green and Reduce Use of Plastic Bags Canada Newswire, May 9, 2007, retrieved December 14, 2011^
Hollie Shaw. The president is back National Post, April 20, 2007^
Kaitlin Secord. Loblaw reports Q3 growth in discount stores, private-label Canadian Grocer, November 12, 2025, retrieved January 19, 2026^
J. (2019, January 4) Dallaire. PC praises little moments in latest "Eat Together" push Strategy, 4 January 2019^
M. (January 10, 2017) Kashty. Loblaw's campaign celebrates connections through food. Canadian Grocer^
Laura Klepacki. Jewel set to roll out President's Choice line Supermarket News, March 1992^
Katherine Hauk. Beyond borders - Jewel Food Stores Inc. to market Loblaw International Merchants Inc.'s President's Choice products - Inside the News Prepared Foods, July 1992^
Richard Turcsik. Tops said to give nod to President's Choice Supermarket News, January 1995^